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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 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 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 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 August 25, 2008 David Szetela	Killer PPC Ads: The Fundamentals Writing small, punchy ads requires plenty of art and science. These guidelines will help get more clicks and stymie your competitors.
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 July 28, 2008 David Szetela	More Killer Keyword Techniques: Personas and Buckets Learn how to use personas and bucket lists to create huge killer keyword lists like the pros.
Search Engine Watch December 9, 2008 Carrie Hill	PPC & SEO -- Two Great Tastes that Taste Great Together Put peanut butter and chocolate together and you get something that transcends each of the individual ingredients. The same effect can be had when you combine paid search advertising with search engine optimization efforts.
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 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 December 4, 2008 David Szetela	PPC Landing Pages: The End of the Line -- Or the Beginning? Expert PPC advertisers realize that PPC landing pages have more impact on conversion rates and ROI than anything else they can do.
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 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 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 August 4, 2008 David Szetela	Awesome Ad Groups: Small is Good Trying to fit all your keywords in one ad group is not going to get you the results you want. Get those double-digit click-through rates with small, tightly-themed ad groups.
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 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 September 8, 2008 David Szetela	Killer PPC Ads: The Final Word These simple guidelines will pave the way to pay-per-click nirvana: double-digit click-through-rates.
Search Engine Watch January 9, 2009 David Szetela	PPC Landing Pages: Surprising Examples It's time to kick off the New Year by looking at examples of good and bad combinations of PPC ads and their landing pages. We'll look at some real-world examples to see what they're doing right, and what they're doing wrong.
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 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 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.
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?
Search Engine Watch October 20, 2008 David Szetela	Measuring a Text Ad's Effectiveness Improving ad text leads to better CTR and quality score, which can help drive your CPC down, and/or let you buy more clicks per dollar. So it has a direct impact on your campaign's ability to increase the number of profitable sales.
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.
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 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 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 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.
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.
Entrepreneur November 2009 Mikal E. Belicove	Graceful Landing A well-conceived landing page sends the right signals about your company and helps customers navigate toward the sale.
Search Engine Watch August 18, 2010 Joseph Kerschbaum	How to Review Keyword Ideas Presented by the Opportunities Tab in AdWords Best practices for reviewing the keyword suggestions contained within this often overlooked tool within AdWords.
Search Engine Watch July 21, 2008 David Szetela	PPC Keyword Sets: Words to the Wise Keyword lists are the bedrock of a successful pay per click ad campaign. Learn how to get started assembling lists that pack the most powerful advertising punch.
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 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 September 28, 2006 Catherine Seda	Search Arbitrage: Good or Evil? With a bit of creativity, you can use arbitrage to profit from price differences in search engine advertising programs.
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 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 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 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 May 26, 2010 Joseph Kerschbaum	How to Move an AdWords Campaign Without Breaking it If you need to make major changes to an AdWords account, such as moving ad groups between campaigns, or even moving campaigns between accounts, here are some tips to ease the process.
Search Engine Watch August 18, 2008 David Szetela	Tightly-Themed Ad Groups: The PPC Pro Advantage Small, tight ad groups are the key to getting double-digit click-through rates. See exactly how the pros break down long keyword lists into powerful ad group packages.
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.
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 February 2, 2011 Thi Thumasathit	The Challenge of Parenting Single-Keyword Ad Groups Managing hundreds or thousands of single-keyword ad groups is a big challenge for SEMs. Here's how advertisers can provide "only-child"-style attention to all of their keywords, customized, highly relevant ad copy, and landing pages scaled across their entire product portfolio.
Search Engine Watch July 20, 2010 Jeremy Hull	Paid Search Keyword Building the Smart Way! This six-step process for building a keyword list will help you craft effective ad groups and landing pages for PPC success.
Search Engine Watch May 7, 2008 Eric Enge	The Top 3 Reasons PPC Lead Gen Campaigns Miss Volume Targets - Part 2 Understanding how to analyze keywords using a waterfall analysis can give you a great deal of insight into what's happening with your campaign, and bring a sharp focus to the nature of the opportunities available to you.
Search Engine Watch January 21, 2010 Melissa Mackey	Put your PPC on a Diet Small changes over time make the difference, not a bunch of big changes all at once. If you're looking for long-term, sustained paid search success, here's what you need to do.
Search Engine Watch September 16, 2008 Carrie Hill	Making the Most of Search Engine Copywriting Small business owners must be aware of what their ad copy promises, and how they deliver on those promises.
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.