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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.
InternetNews October 2, 2009	Study: Hate the Metric, Not the Display Ad The number of online people who click on display ads is down 50 percent in what could signal the end of the click-through metric.
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 June 15, 2009 Ron Jones	Effective PPC Ad Copy 101, Part 1 One of the most important factors of a successful PPC campaign is writing successful ad copy. You can spend a good deal of time on other aspects of your campaign but skimp on the ad copy and you might not get the results you're looking for.
Search Engine Watch February 14, 2007 John Tawadros	Data Mining: The Heart of Analysis What do you do when the needle won't move anymore - when you can't invest another dollar in your paid search program without diminishing your returns? The answer lies in the data.
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 November 14, 2008 Gregg Stewart	Offline and Online Conversions Tracking: Increase Your ROI The accountability of online marketing is only as good as the analytics an advertiser employs. Tracking conversions - both online and offline - can be tricky, but it is an important part of any online marketing program, especially for businesses with a local presence.
Search Engine Watch November 10, 2010 Joseph Kerschbaum	How General Keywords Can Influence Brand-Related PPC Purchases Which search queries are leading users to make a purchase? The search funnel reports within AdWords can provide deeper insights into your account's performance.
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 14, 2006 Grant Crowell	Understanding Searcher Behavior Searchers interact with search engines in a variety of ways, and understanding searcher behavior is an increasingly important aspect of effective search marketing.
Search Engine Watch August 23, 2010 Jeremy Hull	What's the Value of a Paid Search Impression? Tie conversion metrics to paid search impressions with this incredibly useful tool for determining the true value of your paid search campaigns.
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 May 10, 2011 Alex Cohen	Slim Down Your CPCs With 3 Compound Metrics Paid search is a lot like nutrition: there's an excess of data, but a big shortage in optimization. Here's how to reduce PPC data complexity and make profitable decisions.
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 September 10, 2010 Dan Yomtobian	Display Advertising Views Have 'Positive Impact' on Consumer Behavior Think beyond the click: remember the power of the view. Despite the difficulty of calculating ROI on view-through ads, they are an important and effective part of any online advertising campaign.
Search Engine Watch September 21, 2010 Adam Goldberg	5 Overlooked Actionable Benefits of Attribution Learn how to leverage the data that's available, and how to capitalize on it.
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 April 11, 2006 Chris Sherman	Searcher Behavior Research Update Two new studies examining how people search show that internet users are becoming more discriminating, with important implications for search marketers.
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.
The Motley Fool February 20, 2009 Rick Aristotle Munarriz	Try Again, Yahoo! Yahoo! launches Rich Ads in Search, but it's not a cure.
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 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.
Search Engine Watch April 27, 2010 Jeremy Hull	Paid Search Management: Campaign Organization, Part 1 Budgeting is one of the most important factors in your paid search campaigns. Here's how to drive maximum results. Part one of two.
Search Engine Watch July 5, 2005 Chris Sherman	Keeping an Eye on Google A new report offers fascinating, in-depth insights on how users interact with Google search results, based on studies using eye-tracking technology.
Search Engine Watch October 11, 2010 Eli Goodman	Universal Search: Not All Blends are Created Equal Searchers are more inclined to interact and engage with blended results than text-based results. Here's how blended results can impact your search marketing and optimization efforts on Google, Bing, and Yahoo.
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 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 12, 2011 Greg Habermann	Google Product Listing Ads vs. Text Ads The results of Product Listing Ad tests. How did they stack up against the common Google text ads? An e-commerce case study.
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 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 May 5, 2005 Anne Kennedy	What Clicks with Web Searchers How do searchers find what they want online? Not the way most people might think, studies show. For example, more than 92 percent of searchers never use brand names as search terms.
Search Engine Watch January 24, 2006 Patricia Hursh	Marketing in the Search Tail: Is the Pain Worth the Gain? Popular search terms tend to dominate the headlines, but there are literally millions of unique searches conducted every day, and savvy search marketers are taking advantage of the opportunities in the 'search tail.'
InternetNews January 14, 2005 Sean Michael Kerner	Search Ads Reap Big Rewards Doubleclick reports that search advertising revenues grew by more than 300 percent in the third quarter.
Search Engine Watch July 20, 2010 Adam Goldberg	What's the 'A' In CPA For Display? With the ability to track the entire purchase path, marketers now have the ability to negotiate and define what an "action" is in display.
Search Engine Watch December 10, 2009 Jason Tabeling	How Will Mobile Search Impact Your Paid Campaigns? Monitoring search volume data is key to determine how to best optimize your PPC campaigns.
Search Engine Watch July 28, 2010 Kevin Gibbons	7 Golden Rules for Paid Search Copy Using these seven tips will help get your PPC ads some real attention and get the right kind of clicks.
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 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 November 9, 2010 Adam Goldberg	Connecting Rings and Bricks to Clicks (Connecting Online to Offline) Want to increase the value of your advertising today? Implement a system that ties your online ad spend to your offline conversions using these simple techniques.
Search Engine Watch April 29, 2010 Jason Tabeling	3 Reasons to Spend Money on Branded Terms Bidding on your own branded terms protects your ad space, guarantees placement in SERPs, and increases brand awareness. Here's how.
Search Engine Watch August 9, 2010 Paul Burani	How to Cut Through the Clutter in Branded Search Introducing a methodology to measure true branded search volume - one that is scalable and broadly applicable to virtually any brand.
Search Engine Watch March 30, 2010 Jeremy Hull	The 4 Keys to Writing a Paid Search Masterpiece How to draft effective paid search ad copy in 70 characters or less.
Search Engine Watch March 7, 2011 Eli Goodman	Q&A Search: Who, What, Where, When, Why & How Each of these question search terms tell their own story. A look at why the consumer experience on your website, and the ensuing return visitation if satisfied, is so important in the Q&A space.
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?
InternetNews May 27, 2010	Mobile Ads Taking Hold: ABI Research firm finds that more than a quarter of mobile phone users who have visited a website on their handhelds have clicked on a banner ad or text link.
Search Engine Watch March 22, 2006 Greg Jarboe	Targeting Search Ads By Demographics & Behavior The days of targeting searchers via keywords alone are coming to an end. Now search engines are offering the ability to target searchers by age, gender and other demographics.
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 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 May 2, 2011 Eli Goodman	6 Keys to Mobile Search Marketing Success Your paid mobile strategy requires separate targeting. Avoid costly mistakes by not lumping desktop and mobile search together without taking the time to analyze the differences.
Search Engine Watch June 3, 2010 Frank Watson	Larry and Sergey Always Want a Happy Ending With Their Backrub Google's acquisition of Invite Media means added ability to target advertising and bid according to more granular information than the content on the page or the search query.