It’s very easy to get lost in the details of a paid search campaign. Marketers have been known to feel befuddled when performance is not meeting expectations or if bidding patterns are moving in unexpected ways. That’s why it’s so…
By Gregory Smyth Preparing the Groundwork Before Selecting Keywords Most advertisers view keyword selection as the initial step of a PPC campaign. The reality is that there is prep work that precedes that. You need to determine your main and…
By Gregory Smyth Internet marketing and the rise of methods such as search engine optimization, paid search advertising, and advanced web analytics have turned on their heads much of what traditionally passes for marketing and communications academics’ lessons. Technology is…
By Gregory Smyth One crucial part of any business initiative is setting PPC goals, knowing how to measure when you have achieved them, and taking steps to get there. This is true for all aspects of business, but especially for…
By Gregory Smyth Paid search advertising or pay-per-click (PPC) is still a huge channel of digital marketing. It has an extremely high return on investment, but people still have more faith in organic listings than sponsored links. Expenses can get…
By Gregory Smyth Pay-per-click (PPC) campaigns are too commonly regarded as “easy-peasy” search engine advertising, usually because companies attempt to do it themselves without professional assistance and proper goal setting. Due to that, PPC has sometimes not gotten the credit…