If you don’t track your campaign . . . you will lose. Period.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 573
cost-per-action
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 631
Your priority as a marketer is to minimize your CPA. It should be well below your average order size (ideally, around half). The difference between them tells you how much profit your website is generating.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 635
cost-per-visitor
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 643
$/Index
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 644
Coverage is the percentage of the time that people see your ads when they search on your targeted terms.
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things that are seen immediately upon page load are more likely to
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1243
catch the user’s attention. In contrast, page elements that the user needs to scroll to see (“below the page fold”) are far less likely to receive attention.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1243
the position of your ads determines your clickthrough rate.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1246
as ad position increases, so does the clickthrough rate.
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ad copy plays an even more important role than the position or price of your ads!
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1283
First, it is much better to target a larger number of specific search phrases in your campaigns than just a handful of broad terms.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1321
Second, the benefits of niche keyword targeting are typically higher for advertisers appearing in low positions than for those advertisers who appear in high positions.
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spend so much time in the planning phase of your campaign finding longer, more specific keyword phrases.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1336
“penny plus” algorithm.
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bid jamming,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1378
“pay-for-position” model
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“do-it-yourself”
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Ads would be awarded placement not only by the maximum bid price advertisers were willing to pay but also by their clickthrough rate.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1414
To find out how much each advertiser actually has to pay for a click, Google calculates the minimum amount necessary to retain their position.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1439
They do this by comparing the prices and quality scores for each adjacent ad.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1440
some advertisers who use the pre-payment option on Google AdWords report that if their account balance reaches zero, then their average CPC will increase for a period of time after they deposit additional funds in their account.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1448
Success in ad copy and landing page optimization increases your ad rank, resulting in higher placement for your ads.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1461
“high-value” keywords.
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“low-value” keywords.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1521
Advertisers on low-value keywords will be faced with relatively low CPC caps, so more relative effort will be required to improve ad quality and coverage.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1522
If your coverage is below 90 percent, then you almost certainly have an unresolved quality problem on that particular keyword.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1544
Temporarily back your bids down to lower your average position and work on improving your clickthrough rate through ad copy optimization.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1554
Surprisingly, average position and CPC are only weakly related.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1556
CPC Curve.
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Google Slap,
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In other words, high-quality ads cost less and gain exposure to more search traffic (impression share).
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1629
Google’s bread-and-butter
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1711
For this reason, it pays to
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1734
have a variety of landing pages in your campaign.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1734
average visit duration,
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When a large number of searchers click an ad and then stay on the landing page or site for a long time, it strongly suggests a highly relevant advertiser.
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(29 percent)
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“Basic Digital Consumers.”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1934
“Retail Scouts”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1936
22 percent
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1937
prefer search and retail sites
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1937
most receptive group to digital coupons.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1938
“Brand Scouts,”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1939
(20 percent).
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1940
great reliance on paid search,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1940
prefer specific brand sites to retail sites
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1941
features and perks
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1942
16 percent
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1943
“Digitally Driven Segment.”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1943
convenience
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1944
receptive to advertising:
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1945
“Calculated Shoppers,”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1946
no hurry
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1947
“Eternal Shoppers.”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1950
2 percent
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1951
Every one of them
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1954
relies heavily on paid
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1954
search
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1954
This means that advertisers who fail to run effective paid search programs will be at a severe competitive disadvantage to those that do (and especially the top 1 percent).
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1959
“Visitor Intention Model”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1976
anyone
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1976
“Brand Ladder,”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1977
companies
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1977
correlation between the phrases that people type into search engines and their purchase intent.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1982
Browsers
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1993
information rather than products,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 1996
informational
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2000
highly unlikely to buy at all.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2001
shopper.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2009
have an identified need
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2010
considering their options.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2010
interested in buying now or later,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2011
Buyers,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2014
less time on the search engine and more time on vendors’ websites.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2016
instant gratification:
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fast shipping, high quality, low price, and so forth.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2019
navigational
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2020
hard to convert.
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only one “right” result.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2028
Short,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2036
one-word keyword phrases
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2036
browsers.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2037
Two- and three-word phrases
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2039
shoppers’
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2040
four or more words or phrases that refer to specific products,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2042
buyers
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2043
Specific URLs, companies, or brand names
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2045
navigational
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2045
“owned”
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reflect a brand name.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2070
“product”
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2074
target visitors who are looking for a category of products but not any one in particular.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2075
“problem”
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generic and generate a large amount of traffic.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2095
opportunity to connect with motivated searchers
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2096
“occasion
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you’ll need to give a lot of thought to how you will engage with searchers at the instant at which they recognize they have a problem but have not yet discovered a solution.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2112
No matter what your business is, you should be able to come up with thousands of niche terms that are relevant to potential customers.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2219
no less than 5,000 keywords, but preferably 25,000 or more.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2220
Start out with a core set of keywords that reflects your business.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2246
But over time, build that list into hundreds or thousands of niche keyword phrases that reflect both what visitors are searching for and what your business sells.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2246
Start off your campaign with broad, high-volume keywords.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2269
Over time, expand your efforts to target more specific, niche search phrases.
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if your budget is limited, focus initially on niche terms.
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What behavioral category does this keyword fall in (browse, shop, or buy)? Can I refine a browse keyword into one or more shop keywords? Can I refine a shop keyword into one or more buy keywords?
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2291
Try to go beyond just one- or two-word keywords.
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default
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2657
your ads will be served for all searches that contain the keywords in your phrase (in any order), as well as any closely related synonyms or plurals.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2658
sometimes generate unwanted clicks,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2662
allows you to suppress certain words from broad matching while still allowing you to take advantage of it for the rest of the phrase.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2668
surrounding your keyword phrase in quotes.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2673
less traffic than broad matching,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2677
clickthrough (and sometimes conversion) rate is usually higher.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2677
square brackets,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2680
volume with this match type will be the lowest,
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2682
clickthrough rates can be absolutely astounding
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2682
over 99 percent of the conversions from the term keyword came only when there was another word in the search phrase.
Richard Stokes, Ultimate Guide to Pay-Per-Click Advertising (Ultimate Series), loc. 2725