Paid Search
Paid Search
Pros and Cons of Using Dynamic Keyword Insertion (DKI) in Your Pay Per Click Ads
Dr. Wilson explains how Dynamic Keyword Insertion (DKI) works in pay-per-click (PPC) paid search campaigns. Then he highlights its advantages, disadvantages, and the kinds of campaigns where it proves most effective. Higher CTR, simplified administration, and a possible quality score boost are weighed against using DKI in a competitive keyword situation.
Mar 4, 2008, 07:40
Paid Search
Keyword Research, Pt. 3: Refinement Phase with Christine Chuchill (6:17)
 Christine Churchill explains the final refinement phase of keyword research. Here you remove non-relevant keywords, group keywords by category and user intent -- that is, stage in the buying process. Then decide on a keyword niche in which you can be competitive.
Mar 4, 2008, 04:06
Paid Search
Keyword Research - Pt 2. Expansion Phase, with Christine Churchill (8:32)
Christine Churchill explains how to use an Excel spreadsheet concatenate command to expand a list of key phrases with plurals, misspellings, action words, and geographical terms -- and words indicating their position in the buying process: compare, review, finance, etc.
Mar 4, 2008, 03:39
Paid Search
How to Use Keyword Matching Options to Optimize Paid Search Ads
Dr. Wilson explains the various keyword matching options that help you improve conversions and click-throughs from PPC Paid Search ads, while keeping your average cost per click affordable. He describes the pros and cons of broad match, phrase match, exact match, and negative match which are available on systems such as Google AdWords, MSN AdCenter, or Yahoo! Search Marketing.
Feb 26, 2008, 09:57
Paid Search
Conversion Optimization using Narrow Match PPC Keyword Bidding with John Marshall (8:34)
 In this video interview, John Marshall explains the importance of optimizing the user conversion by selecting narrow match PPC keyword phrases for which you can design appropriate landing pages. By contrast, broad match keyword bidding brings a wider variety of specific paid keyword searches to a general page that can't convert visitors nearly as effectively.
Feb 26, 2008, 04:25
Paid Search
Keyword Research - Part 1: Brainstorming with Christine Churchill (6:13)
Experienced search marketing expert Christine Churchill discusses keyword research for Pay Per Click (PPC) Paid Search advertising and SEO. This is part 1 of a 3 part series, focusing on the initial brainstorming phase.
Dec 18, 2007, 03:40
Paid Search
Book Mention: Mastering Panama (Yahoo! Search Marketing)
This book offers a detailed description of and recommendations for Yahoo! Search Marketing's new Panama platform. All the features are discussed, with a brief chapter on how to write effective ad copy for this venue.
Dec 4, 2007, 00:37
Paid Search
Comparing Paid Search and SEO with Abe Mezrich of Didit.com (6:10)
 In this video interview Dr. Ralph Wilson discusses with Abe Mezrich of Didit Search Marketing the advantages of search engine optimization (SEO) with those of Paid Search or PPC advertising. They conclude that you probably need to do both SEO and paid search.
Nov 27, 2007, 13:14
Paid Search
How Quality Score Affects PPC Ad Ranking with Andrew Goodman (video 5:27)
 Andrew Goodman describes how a quality score will affect the ranking of your Google AdWords ad. Then he explains what you need to do to have your ads rank higher.
Oct 30, 2007, 03:06
Paid Search
Writing Killer PPC Ad Copy with Mona Elesseily (video 7:27)
 In this video interview, Mona gives a number of tips to writing effective Paid Search ads, including checking the competition, reviewing your Unique Sales Proposition (USP), and testing
Oct 23, 2007, 03:00
Paid Search
Is Google 'Out to Get' AdWords Advertisers?
Andrew Goodman discusses how Google's strict editorial policies for its paid Google AdWords ads actually benefits advertisers. Since searchers don't see as many irrelevant ads, they have greater confidence in what they see on Google search results pages -- including the paid ads that appear.
Sep 18, 2007, 03:29
Paid Search
Tips on Pay Per Click (PPC) Advertising with Catherine Seda (video 5:49)
 Dr. Ralph Wilson interviews Catherine Seda about tips for holding down costs with PPC advertising such as Google AdWords and Yahoo Search Marketing.
Aug 28, 2007, 17:58
Paid Search
No Cost Help for Optimizing Your AdWords Campaign
Dr. Ralph Wilson explains how the free Google AdWords Optimization service can help improve your AdWords campaign. Explains the level of help, kinds of improvements they will help you with, and recommends it.
May 1, 2007, 12:38
Paid Search
Paid Search Strategies for High Cost, Slow Conversion Products
High cost, low conversion products are difficult to advertise on Google AdWords campaigns, since the normal indicators of success aren't readily apparent. In this article, Andrew Goodman suggests developing intermediate low-risk conversion transactions to measure interest and create a lead generation sale model. The article also discusses tracking entrance bounce rate as a measure of interest.
Apr 17, 2007, 00:24
Paid Search
Click Fraud: Sideshow vs. Reality
Our expert weighs in on Google's claims that its true click fraud rate is only 0.02% rather than the 20% claimed by some. He concludes that Google's recent transparency seems to be truthful and doesn't suggest submitting claims for click fraud to the site.
Mar 27, 2007, 10:44
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