How to set up wordpress

Posts Tagged ‘Upper Management’

Win One of These Excellent Books in Our Awesome SEM Giveaway!

September 28th, 2009 |

As part of our $16,000 Search Engine Marketing Giveaway, we’re giving away 100 free copies of some great SEM books by excellent industry authors. We wanted to introduce the books to our readers in case you haven’t heard about some of them! If you find one (or two! or three!) you’d like, enter our free contest- you can specify which book you’d like to receive if you’re randomly selected!

	Scott Brinker – Honest Seduction If you’re using paid search, email or display advertising to drive traffic, leads or transactions—you need to learn the art & science of Honest Seduction. The most effective online marketers give their organizations huge competitive advantages—5-30x according to research. They do it by moving their focus one step lower in the funnel. They do it by coming to the realization that the click is almost incidental. It’s what happens next that makes all the difference.
	Bruce Brown – Complete Guide to Google Advertising Google has created numerous marketing and advertising products that are fast and easy to implement in your business today including AdSense, AdWords, and the Google APIs. This new book takes the confusion and mystery out of working with Google and its various advertising and marketing programs. There are tremendous opportunities on the Internet and money to be made using Google. This book teaches you the ins and outs using all of Google’s advertising and marketing tools.
	Andrew Goodman – Winning Results with Google AdWords Anyone responsible for an online marketing program, from entrepreneurs, marketing managers, webmasters, strategists, ad agencies, to upper management of businesses of all sizes, from small startups to established Fortune 500 companies will find valuable advice in Winning Results with Google AdWords, Second Edition by Andrew Goodman, who illustrates how to reach millions of targeted new customers at the precise moment they’re looking for the products and services his readers might be selling.
	Jennifer Grappone / Gradiva Couzin – Search Engine Optimization Hour a Day Search Engine Optimization: An Hour a Day, Second Edition offers brisk advice, bite-sized tasks, and smart tools to help you increase visibility for your website on the major search engines. In this edition of their bestselling how-to guide, SEO consultants Jennifer Grappone and Gradiva Couzin offer surprisingly easy do-it-yourself techniques as well as the very latest SEO strategies for small, very small, and large businesses, as well as for bloggers and web designers.
	Kristopher Jones – SEO Visual Blueprint Welcome to the only guidebook series that takes a visual approach to professional-level computer topics. Open the book and you’ll discover step-by-step screen shots that demonstrate over 140 key search engine optimization techniques, including analyzing your competition, researching and analyzing keywords, developing your link building skills, and setting up blogs and communities. Succinct explanations will walk you through using Google Analytics, networking with Facebook and MySpace, setting up pay-per-click campaigns, and much more.
	Peter Kent – SEO For Dummies Why do some sites pop to the top when you search? How do you make yours one of them? You create sites that make search engines happy — that’s what search engine optimization is all about. Search Engine Optimization For Dummies has been the leading resource on how to make that happen, and this third edition is completely updated to cover the newest changes, standards, tips, and tricks.
	Mike Moran & Bill Hunt – Search Engine Marketing Inc. In this book, two world-class experts present today’s best practices, step-by-step techniques, and hard-won tips for using search engine marketing to achieve your sales and marketing goals, whatever they are. Mike Moran and Bill Hunt thoroughly cover both the business and technical aspects of contemporary search engine marketing, walking beginners through all the basics while providing reliable, up-to-the-minute insights for experienced professionals. Thoroughly updated to fully reflect today’s latest search engine marketing opportunities, this book guides you through profiting from social media marketing, site search, and much more.
	Patrick Wagner – Search Engine Optimization SEO, or Search Engine Optimization, is the lifeblood of most web sites. The goal of SEO is to increase the flow of natural web traffic by taking advantage of how search engines operate. Above all, this book will help you and your business make the most of this important online advertising technique; you don’t get very far online without a ready knowledge of SEO and Pay Per Click advertising, after all.
	Jerry Work – Scientific Search Engine Marketing Learn how to manage pay per click like a professional! Scientific Search Engine Marketing teaches the principles, tools, and strategies that Work Media uses to manage paid search marketing campaigns for companies ranging in size from one-man shops to billion dollar corporations. You will learn a mathematically-based, logical, well-tested strategy for maximizing the return on investment on your pay per click campaigns. Topics include keyword research, bidding strategies, how to write effective ads, reporting, landing page creation and much more.
	Heather Lutze – Findability Formula To be successful in business you must attract the right clients and successfully persuade them to buy. However, on the Internet, search engines determine what searchers see; and competition for top spots is fierce. In Heather Lutze’s new book, THE FINDABILITY FORMULA, she shows readers how to achieve Web site “findability” by applying the “right” keywords to search engine optimization (SEO) and Pay Per Click (PPC) campaigns. Lutze uses non-technical language to give readers a step-by-step approach, current research and statistics and common pitfalls to avoid.

Posted in Give Aways |

Tags: Advertising Products, Andrew Goodman, Brinker, Competitive Advantages, Display Advertising, Excellent Books, Fortune 500 Companies, Free Contest, Free Copies, Google, Industry Authors, Marketing Managers, Marketing Program, Marketing Programs, Marketing Tools, Precise Moment, Search Email, Search Engine Marketing, Strategists, Upper Management |

Comments Closed

Managing Successful PPC Campaigns is a Science and an Art Form

September 8th, 2009 |

Author: Masters of Business Online

Managing paid search campaigns requires a mixture of science and art. The scale probably tips more toward the scientific elements when it comes to optimizing your performance. However, in order to create a successful, well-balanced campaign, you can’t completely disregard either end of the spectrum.

Here are some skills/traits that you need to manage your PPC campaign effectively:

Statistics

Statistics is a mathematical science pertaining to the collection, analysis, interpretation or explanation, and presentation of data (according Wikipedia). This is the main driver behind PPC analysis and optimization. Having a thorough knowledge on how to collect and interpret data within your account is mission critical.

You also need to understand how to present this information as well. This presentation of data could be within your team or, even more importantly, to clients. Your clients (or upper management) are not in the accounts every day and they don’t have as clear of a picture as you do in regards to the direction of your campaign. Providing the right statistics in the easiest way possible is a must.

Information architecture

I know what the standard definition of information architecture is but I like this phrase so I’m going to re-appropriate it for my own usage. This skill/trait refers to the logical categorization of similar search terms into themed groups. Or other in terms, creating awesome PPC account structures.

You have to be able to find themes, patterns, and parallel user intent within disparate phrases in order to create an account structure that is likely to generate excellent results as well as enhance your AdWords Quality Score.

Psychology (Human information behavior)

The psychological element is the middle ground between science and art. As paid search marketers, we need to understand the thought patterns and intentions of our search engine audience. What are they thinking? What are they looking for? How can they be convinced that I have what they’re looking for? When conducting keyword research, creating account structures, writing ad copy, and optimizing landing pages, these are the questions we’re trying to answer.

You need statistics to give you some great insight to answering these questions. This is why ad text testing and landing optimization are so important. However, from trying to understand the online buying cycle to determining why a certain ad has a higher click-through rate involves understanding the mindset of your audience as well as hard-fast stats.

Copywriting

Now we’re getting to the artistic end of the spectrum. Writing great PPC ad texts requires a certain finesse that goes above and beyond ordinary copywriting skills. This is because you only have 70 characters to tell someone who you are, what you have to have offer, why they can trust you, and why they should disregard everything else on the SERP and click on your ad.

This requires tapping into your creative side. You need make bold, convincing statements within a very, very small amount of space. When every character counts (literally!), you need to have a strong command of the English language (or whatever language in which you write PPC ads) in order to truncate a great deal of information into a few brief phrases.

Graphic design

This where your landing page optimization comes in (and this is an artsy skill). Yes, you need data in order to tell you how your landing pages are performing. And performance data can tell you what is appealing best to your audience. However, you need analytical and artistic skills in order interpret this information and turn it into images, copy, and an overall design that engage your visitors.

As you can see, successful paid search management requires a blend of scientific and artistic skills. This is what makes our industry so interesting! And there are many more skills that are helpful to generate great PPC results, but hopefully this list will get you thinking about your strengths and weakness. Where can you improve?

Posted in Advanced PPC Strategies |

Tags: Account Structure, Art Form, Categorization, Human Information Behavior, Information Architecture, Marketers, Mathematical Science, Mixture, Optimization, Parallel User, Phrases, Psychological Element, Quality Score, Search Campaigns, Search Terms, Spectrum, Statistics Statistics, Thought Patterns, Upper Management, Wikipedia |

Comments Closed