Google Ads “Related-To” Links and the Importance of Negative Keywords We have come across a number of instances recently where Google is broad matching terms that are barely related to the keywords we are buying. In some cases, the commercial intent of the broad match term is a complete miss with what our intent is
Hardly anyone goes past the first page of Google results, so you want your ads to show up on the first page, right? That’s why Google prominently displays the minimum first page bid in the AdWords interface, right? Wrong. One of the things we do here at Two Octobers is to audit PPC accounts to
Google Ads allows you to specify a match type for each keyword you bid on. Yahoo and Bing do too, though there are some slight variations in how they work. The three match types in Google are exact, phrase, and broad. The match type you choose tells the search engine when to match a user’s
There is a basic problem with web analytics today. Web analytics tools give us data on what drives leads or web conversions, but the picture they paint is incomplete at best and can be misleading. As an illustration, below is a cartoon describing my own experience deciding on and purchasing a new brand of trail
Internet marketing is targeted. In contrast to the 30 second network TV spot, the internet allows marketers to target messaging by medium, location, topic, demographic and a variety of other factors. Yesterday I tweeted that I want to be a firefighter when I grow up. Today I was followed by @firefighterjob in Twitter. Most of
Businesses new to search marketing and veterans alike can easily come to the wrong conclusions about their pay-per click campaigns. Imagine you pay $1 each for 200 clicks and you only complete one $50 sale. You’ve spent $200, and only earned $50. You calculate your Return on Ad Spend and you’re earning $.25 for every
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