Paid Search

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How to Write the Very Best PPC Ad - with Joseph Kerschbaum (5:32)
In this video interview, paid search expert Joseph Kerschbaum offers several tips that will help you write an effective PPC text ad. He explains how to write a relevant ad and then how to test 2 or 3 variations to get the most effective ad that will raise your Quality Score, increase click-throughs, and reduce the cost per click. Feb 7, 2012

PPC Basics: Part 7. Quality Score
This article in a series on PPC advertising features paid search expert Melissa Mackey, who explains what Quality Score is, why it dramatically affects the cost and placement of your ads, and steps you can take to improve low Quality Scores. Jan 31, 2012

How to Grow Your Keyword List through Keyword Farming
In this article, search marketing expert Christine Churchill outlines an excellent method to find appropriate keywords for a PPC campaign. It involves running a short, inexpensive campaign first to find the best keywords (and find negative keywords), before you enter a major campaign designed to get sales. She explains the advantages of this approach over relying on Google Analytics and keyword research tools to develop a keyword list. Jan 17, 2012

PPC Basics. Part 6. Bid Management
In Part 6 of a series on the basics of Pay Per Click (PPC) advertising, expert Melissa Mackey delves into the secrets of managing your bids for keywords on Google AdWords and Microsoft adCenter. She dispels myths and gives solid guidance for getting started. Dec 6, 2011

Exploring PPC Ads on Google's Content or Display Network - with Andrew Goodman (7:42)
In this video interview, PPC expert Andrew Goodman explains the difference between Google AdWord's "display network" and their ads on search engine results pages. He explains what's available, how user intent differs, how to reduce bids on these ads, and tips on selcting the right venue for your ads. Dec 6, 2011

PPC for Local Businesses: Part 2. Optimize and Protect Your Google Places Account
In this article, local and paid search expert Christine Churchill explains how small businesses can set up their Google Places site. But warns of recent dangers that could allow your business enemies to sabotage your listing. Read carefully! Nov 8, 2011

How to Improve Your Google AdWords PPC Text Ad Copy - with John Marshall (7:22)
In this video interview, Internet marketing pioneer John Marshall explains how to write more effective text ad copy for your Google AdWords PPC campaigns. The problem, says Marshall, is that the business owner is usually too close to their business to write good ad copy. Marshall explains three ways to improve your ads. Nov 1, 2011

What to Do When You Inherit a PPC Campaign - with Kevin Lee (6:51)
In this video interview, PPC expert Kevin Lee explains what you need to do when you inherit an old PPC campaign. It's time to clean-up and integrate old add ons over the years, consolidate duplications, and correct errors that are costing you money. Here's how to approach it. Nov 1, 2011

Fixing PPC Problems Caused by a Site Redesign - with Andrew Goodman (7:06)
In this video interview PPC pioneer and expert Andrew Goodman explores some of the pay-per-click problems that result from a site redesign. He explains the effect of new destination URLs that reset your ad history and Quality Score, and how to minimize the damage to your traffic and profits. Oct 25, 2011

How to Conduct Global Keyword Research
If you decided to expand your business globally, you'll need to do effective research in order to get people to your site -- both organic and paid search customers. In this article, global Internet marketing expert Anne Kennedy explains the pitfalls and how to get around them. Oct 18, 2011