From the category archives:

Optimisation

Pre-Qualification in Paid Search Ad Copy

September 23, 2009

Blindly chasing click-through-rates (CTR) could be negatively impacting your paid search account’s performance.
Conventional paid search wisdom dictates that higher CTR results in a lower cost-per-click (CPC), which will allow you to drive more traffic at a lower cost and hopefully reduce your cost-per-action (CPA).  While for some clients, mainly brand clients, lower CPCs are the [...]

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Finding The Sweet Spot Is A Turn-On For Some Search Marketeers

August 25, 2009

You may have read Google’s most recent research piece (link at bottom of page) revealing there is no correlation between ad position and conversion rate. In other words, the quality of traffic is the same at all ad positions.
That’s conversion rate. What about ROI?
I was recently asked for my thoughts on the relationship between PPC [...]

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Beyond Bid Price Optimisation: Critique All Critical Success Factors

June 4, 2009

An economic downturn can be like a tsunami that affects many businesses. The sink or swim challenges that it presents demands advertisers to think long and hard about their marketing plans and reassess their media hierarchy.
Paid search is a comfort for the cash conscious confidence seeking advertiser, arguably the most accountable and risk-free of all [...]

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