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Search Engine Watch April 19, 2011 Melissa Mackey	5 Often-Overlooked PPC Tips for Beginners If you're a PPC newbie, here are some basic strategies to get the best results from your PPC campaigns right away.
Search Engine Watch October 6, 2008 David Szetela	Judging PPC Performance: Focus on Conversions, Part 2 Should you delete or pause under-performing keywords - or simply adjust their bid prices? The answer will vary by advertiser, but one thing is constant: decisions about keyword and ad performance should mainly depend on conversion performance.
Search Engine Watch September 15, 2008 David Szetela	Show Me the Money: Bidding for Profitability Setting ad group bid prices at the beginning of a campaign is one of the more challenging tasks for many PPC advertisers. The answers are a snap once you know the fundamentals.
Entrepreneur June 2006 Catherine Seda	Keyword to the Wise Pay-per-click advertising can bring a stampede of shoppers to your site, but make sure your keyword performance is profitable.
Search Engine Watch September 3, 2009 Melissa Mackey	PPC Integration: Integrating PPC with SEO, Part 2 Marketing silos aren't inherently bad, as long as there is communication. Sharing research and results between PPC and SEO teams will help improve both channels.
Search Engine Watch December 4, 2008 David Szetela	PPC Landing Pages: The End of the Line -- Or the Beginning? Expert PPC advertisers realize that PPC landing pages have more impact on conversion rates and ROI than anything else they can do.
Search Engine Watch August 20, 2010 John Lee	Make Google AdWords Bidding Features Work for You What works best for your PPC campaign? A look at AdWords' latest feature, Enhanced CPC, plus a recap of manual CPC bidding, automated bidding, and Conversion Optimizer.
Search Engine Watch January 23, 2009 David Szetela	Google Conversion Optimizer: The Best-Kept Secret in PPC? Google quietly added Conversion Optimizer to every advertiser's AdWords account a few months ago. In a nutshell, it regulates keyword-level bids, promising to deliver as many conversions as possible, at or below a cost-per-conversion you specify.
Search Engine Watch September 8, 2008 David Szetela	Killer PPC Ads: The Final Word These simple guidelines will pave the way to pay-per-click nirvana: double-digit click-through-rates.
Search Engine Watch October 13, 2008 David Szetela	Reading the Tea Leaves: Interpreting Keyword Reports Once enough data has accumulated, it's important to run reports and take action based on the data. But what do all those numbers mean, and how should we make adjustments to improve PPC campaign performance?
Search Engine Watch October 29, 2009 Melissa Mackey	Popular PPC Pitfalls, and How to Prevent Them Three of the most common search advertising pitfalls can be avoided. Here's how.
Search Engine Watch July 7, 2010 Alex Cohen	3 Techniques to Avoid the High Cost of Free Search Marketing Tools Don't let people, process, or platforms stand between you and better paid search results.
Search Engine Watch December 17, 2010 Melissa Mackey	Google AdWords Placement Targeting Campaign Tips A step-by-step guide for advertisers on how to set up placement targeted campaigns.
Search Engine Watch September 22, 2008 David Szetela	PPC Bidding Strategies: Prudence vs. Aggressiveness When it comes to PPC bids, should you start low and build up? Or start high and come down? As with many things, the right strategy for your company depends on your situation and objectives.
Search Engine Watch November 3, 2010 Ryan Woolley	Secrets to Paid Search Success Revealed, Part 4 Measurement and tracking is at the heart of any paid search campaign. Here's how to figure out where to focus your time and money.
Search Engine Watch June 22, 2009 Ron Jones	Effective PPC Ad Copy 101, Part 2 We've covered the searcher behavior funnel and tips for writing headlines and descriptions. Now we'll venture beyond the ad copy to discuss methods for testing and fine-tuning your ads to increase performance.
Search Engine Watch January 28, 2011 Ryan Woolley	How to Execute a Flawless Ad Copy Test in AdWords Ad copy strategies and the steps required to confidently execute the test within Google AdWords.
Search Engine Watch March 18, 2010 Melissa Mackey	Boost PPC Performance With Google Conversion Optimizer Find out the best ways to use Google's Conversion Optimizer to boost your paid search performance.
Search Engine Watch May 2, 2011 John Lee	Bidder Beware: What You Need to Know When Updating Google AdWords Bid Types Max CPC, Enhanced CPC, Automatic Bidding, Conversion Optimizer - each AdWords bidding option carries a distinct set of pros and cons. Here's what you can expect when updating your AdWords bidding options.
Search Engine Watch March 23, 2011 Melissa Mackey	A 12-Step Program to Improve Your CTR Before a PPC ad can generate a conversion, it needs to generate a click. If you want to improve your CTR, these steps will help you.
Search Engine Watch October 27, 2008 David Szetela	Those Mysterious Quality Scores: Fundamentally Simple If you're aware of quality scores at all, you may have a vague notion that the search engines "grade" the "goodness" of your PPC campaigns
Search Engine Watch October 19, 2010 Thi Thumasathit	Wag the Dog: The Tail of Bid Management Search marketers need to focus on maximizing relevance and conversion before bid management. Relying exclusively on bid management solutions to drive the success of a search campaign is letting the tail wag the dog.
Search Engine Watch June 23, 2009 Carrie Hill	Taking the Fear Out of Web Analytics for Your Small Business Do you have Web analytics installed on your small business Web site? If not, you should. How will you know how your Web site is performing if you aren't measuring the right data?
Search Engine Watch July 8, 2010 Melissa Mackey	Facebook PPC: Finally, True Demographic Targeting! (Part 2) How to optimize for the best possible ROI in your Facebook PPC campaign.
Search Engine Watch October 13, 2010 Joseph Kerschbaum	Using Conversion Funnels to Improve Your Conversion Rate, Part 1 How you can apply data from Search Funnel reports in AdWords to improve your conversion rate and overall PPC performance.
Search Engine Watch August 6, 2009 Melissa Mackey	PPC Integration, Part 1: Integrating PPC with E-mail Integrated marketing is nothing new, but in online marketing we often find ourselves working in silos. Integrating PPC with other marketing will create efficiencies across channels and make your marketing dollars work smarter.
Search Engine Watch June 29, 2010 Eric Enge	A Call for Call Tracking There are several compelling reasons to drive customers to their phones. Here's how to use it to drive your business via PPC and SEO, and some helpful tracking tools.
Search Engine Watch January 4, 2011 Ryan Woolley	How to Structure an AdWords Account -- A Practical Guide A walk-through of some of the core components in setting up your Google AdWords account, plus tips on particular AdWords features that can help improve your program's performance.
Search Engine Watch October 20, 2008 David Szetela	Measuring a Text Ad's Effectiveness Improving ad text leads to better CTR and quality score, which can help drive your CPC down, and/or let you buy more clicks per dollar. So it has a direct impact on your campaign's ability to increase the number of profitable sales.
Search Engine Watch January 5, 2011 John Lee	What You Can Expect From the World of PPC in 2011 Display advertising, actionable attribution, and Facebook PPC are just a few of the things we can look forward to in paid search advertising this year.
Search Engine Watch September 15, 2010 Joseph Kerschbaum	5 Things to Try to With Google AdWords Campaign Experiments (ACE) We review the different types of experiments that can be launched using ACE, and where the feature needs improvement.
Search Engine Watch June 9, 2010 Alex Cohen	The Google Tax: The High Price of Free Search Marketing Tools The limits of Google's conversion based products, and why you just may not want to give Google the keys to your business.
Search Engine Watch March 23, 2009 Ron Jones	Setting up PPC Campaigns 101, Part 2 Don't be afraid to try something different to see if it will make an improvement. PPC management is all about dialing it in and then making small methodical course corrections to squeeze out a little more performance when you can.
Search Engine Watch July 14, 2008 David Szetela	Creating PPC Campaigns: the 'Live or Die' Settings Think you know the right way to set up a new PPC campaign? Paying close attention to the details many advertisers miss can position you for success and help you avoid common pitfalls.
Search Engine Watch September 2, 2010 Melissa Mackey	PPC August Roundup: 3 New Features Every PPC Manager Should Try Now Catch up on the latest: Google Reports, Google Campaign Experiments, and Facebook's "Broad Match Targeting."
Search Engine Watch July 13, 2009 Ron Jones	PPC Bid Management 101 There is a healthy debate out there on whether or not bid management tools are really effective. It comes down to the complexity of your campaigns and whether or not using a bid management tool will help you save time and money.
Search Engine Watch May 3, 2011 Jason Tabeling	Understanding AdWords Average Position: Optimize Your PPC Performance A key piece to your bottom line performance is understanding how average position works and impacts your campaigns. Test and optimize this data in context of your total search campaign to see your total results improve.
Search Engine Watch September 30, 2010 Melissa Mackey	Using AdWords Segments To Increase PPC ROI A new and little-known feature called Segments can take your campaign performance to the next level. Here's how.
PC Magazine April 19, 2006 Matthew D. Sarrel	Your Site's Stats Now that you have a Web site, it's time to learn how to analyze the traffic that your visitors generate.
Search Engine Watch September 28, 2006 Catherine Seda	Search Arbitrage: Good or Evil? With a bit of creativity, you can use arbitrage to profit from price differences in search engine advertising programs.
Search Engine Watch January 28, 2009 Eric Enge	Track Those Alternate Conversions It's natural to think about revenue-generating events such as sales, leads generated, or ads clicked on when we think about conversions. But there are many other types of valuable conversions.
Search Engine Watch November 6, 2008 David Szetela	The Account Quality Score: Money Pit for the Uninformed In Google AdWords, an ad's Quality Score calculation is based on how well the account's campaigns have performed over time.
Search Engine Watch January 24, 2007 Patricia Hursh	Don't Click Here! Should You Pre-Qualify Clickers? B-to-B advertisers often pay high click costs to reach a very small and very specific group of potential buyers. More than anyone, they need to be sure the right people are clicking on their ads.
Search Engine Watch January 9, 2009 Gregg Stewart	Lies, Damned Lies, and Statistics Over the past year, I've been in numerous meetings with advertisers, agencies, and online media vendors, and I'm often amazed at the confusion surrounding how local search campaign analytics are reported, and sometimes twisted, to create a desired story.
Search Engine Watch November 13, 2008 David Szetela	The Good, the Bad and the Ugly: Click-Through and Conversion Rates What's a good click-through rate? What's a good conversion rate? That's not an easy question to generalize on, but there are some guidelines that can help you see if yours is acceptable.
Search Engine Watch March 10, 2011 Paul Burani	7 Ways to Counter Rising CPCs Low-tech solutions to stave off hyperinflation within the paid search economy.
Search Engine Watch October 15, 2010 John Lee	It's True: Optimizing PPC Campaigns for Quality Score is Still Important Some simple tips for optimizing your campaigns to improve quality score.
Search Engine Watch May 26, 2010 Joseph Kerschbaum	How to Move an AdWords Campaign Without Breaking it If you need to make major changes to an AdWords account, such as moving ad groups between campaigns, or even moving campaigns between accounts, here are some tips to ease the process.
Search Engine Watch December 9, 2008 Carrie Hill	PPC & SEO -- Two Great Tastes that Taste Great Together Put peanut butter and chocolate together and you get something that transcends each of the individual ingredients. The same effect can be had when you combine paid search advertising with search engine optimization efforts.
Search Engine Watch April 1, 2011 John Lee	5 Ways to Push Through the Proverbial PPC Wall Ideas for how you can press on and find new and exciting ways to maximize your PPC performance when you feel there is nowhere else to go.