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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 July 28, 2009 Herndon Hasty	Of PPC and PBJ: Combining PPC and SEO Effectively, Part 1 When search engine optimization and pay-per-click search ads work together, both can improve -- if it's done well. SEO's thick and salty "peanut butter" should form a strong base for PPC's "grape jelly" to form an unstoppable search/sandwich force, right?
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 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 September 3, 2010 Rob Chant	Small Business and Search: Where's the Return? (Part 2) SMBs generally have relatively tight marketing budgets. Here's how you can quickly figure out when you'll see a return on your SEO or PPC investments.
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 February 24, 2005 Heather Lloyd-Martin	Forecasting Paid Search Traffic Despite the hype, being #1 in paid search results may not provide your company the desired bang for your marketing buck. Intelligently optimizing a paid search budget involves far more than setting random bid prices and guessing at returns.
Entrepreneur May 2007 Catherine Seda	Not So Fast . . . Don't just throw more money at pay-per-click - make it work for you.
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 November 11, 2008 Mark Jackson	Google AdWords Quality Score -- That's Old-School for SEO By optimizing your Web site for organic search, and building out a bunch of pages for each keyword that you're honestly interested in targeting, you'll likely end up improving your Quality Scores as well.
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 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 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 December 23, 2008 Carrie Hill	The Small Business Guide to Choosing Keyword Phrases Here are some best practices for choosing good keywords to utilize when optimizing your small business Web site.
Search Engine Watch September 29, 2008 David Szetela	Judging PPC Performance: Focus on Conversions Knowing how and when to make decisions about your PPC campaign's keyword and ad performance can make or break your campaign. Just remember that almost every action you take to improve your PPC ad campaign should be based on conversion data.
Pharmaceutical Executive March 1, 2007 Alex Porter	Alternative Media: Search-Engine Marketing: Click, Click ... Are You There? Pharma marketers turn to pay-per-click advertising to boost their product's reach.
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 August 4, 2009 Carrie Hill	Targeting your Search Advertising for Success Running successful search advertising campaigns can be a tricky pursuit. Anyone can do it, but being careful and educated about what you're doing is important to seeing a return on your investment.
Search Engine Watch May 8, 2009 Chris Boggs	Customer Segmentation and SEO -- A Beautiful Couple Search engine optimization on its own can be a very useful tactic to bring leads to your site. But developing a deeper understanding of your primary markets and using customer segmentation in your content become important SEO considerations that can lead to a higher probability of conversion.
Search Engine Watch February 18, 2011 Rob Chant	Why SEOs Shouldn't Fixate on Keyword Rankings Focusing only on where you rank for a small group of keywords is a bad investment for many reasons. Some tips on how to diversify your efforts.
Search Engine Watch January 5, 2009 Ron Jones	Search Ad Quality Score 101, Part 1 Increasing your quality score for paid search campaigns will help you save money on your bid and increase your rank position.
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 12, 2010 Ray Comstock	The Challenges of Measuring SEO Success, Part 1 Some of the most common challenges of reporting on SEO performance, plus solutions. First of a three-part series.
Search Engine Watch April 15, 2011 Joseph Kerschbaum	Inside the adCenter Quality Score -- Or Should We Call It Competitive Score? Exploring the attributes of the adCenter Quality Score, how these scores affect your performance, and how you can optimize your account for better rankings.
Search Engine Watch March 8, 2011 Jason Tabeling	Keyword Phrase Value: Click-Throughs vs. Conversions Even with a worse search experience and less targeted ads, the consumer mindset is so much closer to conversion that long tail terms are worth the effort.
Search Engine Watch February 16, 2011 Gareth Owen	SEO and PPC: A Love-Hate Relationship Three big trends are changing how we attribute value in SEO. We are increasingly turning to tactics that were previously considered to be the realm of paid search professionals to meet client expectations.
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 September 2, 2008 Mark Jackson	How Much Are You Spending on SEO? SEO deserves its rightful place in every company's marketing budget.
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 July 16, 2008 Eric Enge	When Being First Isn't Worth It A new report from AdGooroo shows that, generally speaking, for short keywords it's not profitable to bid your way into the high positions. These types of keywords actually lose money in the first and second positions, but longer keywords can do well near the top.
Search Engine Watch January 12, 2009 Ron Jones	Search Ad Quality Score 101, Part 2 Getting a good quality score requires that you create relevance and continuity from beginning to end of the search experience. Then you need to test, test, test.
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 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 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 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.
Entrepreneur January 2007 Catherine Seda	War of the Words Pay-per-click arbitrage could be driving up the cost of your keywords.
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.
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 29, 2010 Ryan Woolley	Secrets to Paid Search Success Revealed, Part 1 Ads designed to be more attractive to a searcher and more relevant to the search query can yield wildly profitable paid search campaigns.
Search Engine Watch March 30, 2009 Joshua Palau	Search is Search: Paid and Organic Search Synergies You don't have paid search goals and organic search goals; you have search goals. There are opportunities for synergies and savings once you understand how the two can work together.
Search Engine Watch October 1, 2009 Melissa Mackey	PPC Integration: Integrating PPC with Offline Marketing, Part 3 Make the most of those offline marketing dollars by including PPC in your marketing mix. You may not be able to match your offline message exactly in PPC, but there are some best practices.
Search Engine Watch January 20, 2009 Carrie Hill	Testing Your Online Business Plan Monetizing a Web site is so much more than slapping some ads on a page and waiting for the checks to roll in. You need to create a business plan, and test viability of that plan before you spend any money on marketing and development.
Search Engine Watch July 25, 2008 Frank Watson	Trademarked Terms: Guaranteed Conversions, Guaranteed Controversy To buy or not to buy trademarked competitor keywords. That's the question search marketers face when tempted with high-converting competitor brand terms.
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 December 14, 2010 Thi Thumasathit	Ad Group Structure: A How-to Guide for SEMs Building a solid foundation of the right ad group structure is vital to search engine marketing success. Here's how SEMs can greatly improve the success of their search marketing campaigns.
Search Engine Watch October 22, 2010 Duncan Parry	5 Ways To Help Your Paid Search Team If you want to improve your PPC sales figures, communication, optimization, automation, and education are key. Also, avoid becoming stale by allowing everything to be up for discussion.
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 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 August 18, 2004 Shari Thurow	Creating Compelling Search Engine Ads and Landing Pages Effective search engine advertising goes far beyond simply bidding on keywords. With both ads and landing pages, you have scant seconds to capture the imagination and clicks of a searcher.
Search Engine Watch May 27, 2008 Carrie Hill	The Big Picture - Well Rounded SEM for SMBs, Part 1 There are many different elements a small business can use to put together a well rounded online marketing campaign. Here are a list of things to think about when putting your search marketing to the test.