I recently came across some interesting research by Google that shows the incremental click increase generated from paid search advertising. Overall the study suggests that a click uplift of 89% is generated by paid search advertising, which is much higher than I expected.
Of course, this study does not account for every circumstance, and openly points out those situations where paid and organic ads sit in close proximity; the uplift to clicks is minimal. (more…)
Welcome to the second part of ‘How to Be Amazing at PPC.’ In case you missed the first part, click here.
Everybody is guilty of impatience with their accounts sometimes. If you had a bad day yesterday, the immediate impulse is to hit the big red panic button, and start making changes. Obviously, in the cold light of day, this is not wise. In fact, unless the performance is truly dreadful (or you’re really bored), spending a couple of hours trying to identify what went wrong is a waste of time. You’ll probably find nothing, and the performance will usually have recovered by tomorrow. (more…)
Over the years, I’ve seen a lot of PPC accounts, and what never ceases to amaze me is how the same mistakes are being made time and time again, even by some of the biggest agencies in the country.
I’ve always maintained that PPC is easy, and that if you do it correctly, it doesn’t really take all that much time to get great results. (more…)
As a PPC Analyst, I often get asked about the true value of advertising via paid search ads, especially when a client may already have a strong presence in the natural organic listings, particularly for brand-related traffic.
The common misconception by many PPC clients is that a large proportion of search traffic generated through sponsored links may be effectively cannibalising the traffic that may have otherwise been generated organically, and by simply stopping the PPC campaign, the loss in traffic would be absorbed by the organic traffic. (more…)
This is a screenshot for a search query I ran a few years ago:
Looking at it, the distinction between the paid search results and the organic results is clear. The paid search results are in a coloured box saying ‘sponsored links,’ and they have a totally different format to the organic search results – short titles, and only two lines with the URL at the start of the second line. (more…)
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