Paid Search Newsletter
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Paid Search Newsletter
PPC and other Paid Search media - a collection of good articles
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Why the Paid Search Newsletter

Why the Paid Search Newsletter | Paid Search Newsletter | Scoop.it
Paid Search is an active medium that drives many businesses Online Marketing results. As the industry moves from just being about Google Adwords, Yahoo Search Marketing and Bing Ads this newsletter will try to keep you up-to-date

When one considers Paid Search you have to now include YouTube advertising, Mobile advertising, Facebook ads, Twitter and other companies and platforms that continue to develop their advertising models.

Our inspiration for this newsletter is that that by returning here you are able to stay informed and explore the new paths that can help your clients achieve their Paid Search goals.
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The Illustrated SEO Competitive Analysis Workflow

The Illustrated SEO Competitive Analysis Workflow | Paid Search Newsletter | Scoop.it
An integral part of keyword research is an in-depth look at your competition. This post offers a concise flowchart to visualize and guide you through that process.
Eldad Sotnick-Yogev's insight:

Very nice, concise and informative infographic & text for how to SEO Competitor Analysis

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8 more Adword Scripts articles on tab.bz

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a few more Articles on Adwords Scripts. These include some of the Google Developers blog posts and may help with the more technical aspects

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AdWords Scripts Grows Up With MCC Level Scripts

AdWords Scripts Grows Up With MCC Level Scripts | Paid Search Newsletter | Scoop.it
So far, many have dismissed AdWords scripts as a toy that you can only use for small AdWords account setups. There are some ways to build out larger script frameworks that span multiple accounts, but it is clunky and still requires you to install a snippet of code into each account. Worse yet, if you […]
Eldad Sotnick-Yogev's insight:

The summary headline is very accurate - Adwords Scripts is growing up. Being able to code these has already shown those using them how much time they save and the efficiency they can help build. Some clear benefits and the community sharing is hopefully growing - hopefully more than just PPC Hero is selling people them.

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AdParlor - Promoting Videos on a Facebook Page: YouTube vs. Native

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Nice, short and at least something clinical that you could point to as why you recommend posting a video to Facebook rather than YouTub as your promotion strategy. 

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Tools to Analyze Your PPC Competition | PPC Hero®

Tools to Analyze Your PPC Competition | PPC Hero® | Paid Search Newsletter | Scoop.it
PPC Hero explains a few free (with paid optional) tools that you can use to analyze your PPC competition and improve market share.
Eldad Sotnick-Yogev's insight:

One key takeaway is that you can analyze competition via  Google AdWords’ Opportunities tab

 

"The information provided by this AdWords tool can help you distinguish how various metrics are stacking up against your competition by industry. The information you see via this tool aggregates your performance data by determined industry over the previous two weeks and compares it to advertisers in the same industry. You can view comparisons of clicks, impressions, CTR or average position. Further, you can filter your competition by country to determine differences by geographic area."

 

iSpionage also sounds interesting and as it's free to try what can you lose. Over the years I've seen that Spyfu is helpful. 

 

Although all these tools are likely to be off in their "metrics" and data they can still serve as a useful signpost to help judge things.                            

 

 

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Geographic Targeting In An Enhanced Campaign World

Geographic Targeting In An Enhanced Campaign World | Paid Search Newsletter | Scoop.it
AdWords enhanced campaigns will force many advertisers to change their campaign structures. One of the benefits that have been touted for enhanced campaigns is that you will need fewer campaigns, thus making AdWords easier to manage.
Eldad Sotnick-Yogev's insight:

Brad Geddes correctly points out that there are some instances when you may not want to put all your Enhanced Campaigns in one basket. Location based bidding is one and he lists clearly when you may want or not want to do house it all in one campaign. 

 

The fact that you may have to consider different campaigns by location, but still using Enhanced Campaigns to target device is an important thng to grasp for advanced advertisers. Targeting multiple regions may be better done through separate campaigns. 

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Adobe Digital Marketing Blog | Adobe First To Market With Support for Google Enhanced Campaigns

Adobe Digital Marketing Blog | Adobe First To Market With Support for Google Enhanced Campaigns | Paid Search Newsletter | Scoop.it
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Adobe Media Optimiser shares how they do Mobile bid adjustments for Enhanced Campaigns differently than Google's recommendations

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Should You Upgrade To AdWords Enhanced Campaigns?

Should You Upgrade To AdWords Enhanced Campaigns? | Paid Search Newsletter | Scoop.it
Google made a huge splash last week when they announced Enhanced Campaigns. There have been both positive and negative reactions to the announcement.
Eldad Sotnick-Yogev's insight:

Brad Geddes is a recognised Adwords expert and clearly outlines what you should consider as to WHEN you to upgrade to Enhanced Campaigns

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Automotive Mobile Ad Strategies Must Consider Varied Purchase Drivers & Timing

Automotive Mobile Ad Strategies Must Consider Varied Purchase Drivers & Timing | Paid Search Newsletter | Scoop.it
The mobile auto category presents a major opportunity for marketers to capitalize on a wide array of conversions. An effective mobile ad strategy must align with mobile auto searchers’ buying needs and ultimately help steer them toward a purchase.
Eldad Sotnick-Yogev's insight:

Mobile is definitely the wave of the future and if you are not thinking about it you're going to be left behind. An article that may help you get inspired and started 

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Facebook updates ad manager tool with multi-account support and activity ... - Inside Facebook

Facebook updates ad manager tool with multi-account support and activity ... - Inside Facebook | Paid Search Newsletter | Scoop.it
Inside FacebookFacebook updates ad manager tool with multi-account support and activity ...Inside FacebookThese changes make it easier for agencies and other businesses using the self-serve Facebook ads manager to create campaigns on behalf of...
Eldad Sotnick-Yogev's insight:

Quick update to help you better manage Facebook ads 

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Social PR Tips to Get Fit for 2013 Digital Marketing

Social PR Tips to Get Fit for 2013 Digital Marketing | Paid Search Newsletter | Scoop.it
Create a relationship with your audience before the sales cycle starts. Marketers offer tips on how smart brands can gain market share (and muscle share) by leveraging the best practices of content marketing and thinking like a media company.
Eldad Sotnick-Yogev's insight:

Social and PR often mix together and when you do one you are doing the other. Nice article to inspire you for the new year

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What is Google's AdWords and AdSense trademark policy? - Advertising Policies Help

What is Google's AdWords and AdSense trademark policy? - Advertising Policies Help | Paid Search Newsletter | Scoop.it
Google recognizes the importance of trademarks. Our AdWords Terms and Conditions prohibit intellectual property infringement by advertisers.

 

The details of what's available from Adwords in regards to Trademark protection

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How to Run Single-Device Only Enhanced Campaigns

How to Run Single-Device Only Enhanced Campaigns | Paid Search Newsletter | Scoop.it
When I speak about Enhanced Campaigns, I invariably get an audience question like this: “How can I create single-device campaigns? I know it’s possible somehow, tell me how!” I recently figured out the answer. Why The Need For Single-Device Campaigns? I am not usually a proponent of AdWords workarounds. I typically encourage businesses to work […]
Eldad Sotnick-Yogev's insight:

Nice tactical play on how to get your Adwords campaign to focus on one device. So you can turn off tablets or focus solely on Desktop. I like this but question when Google will prevent it as it goes against the purpose of Enhanced Campaigns

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Audience Modeling & Customer Lifetime Value 101

Audience Modeling & Customer Lifetime Value 101 | Paid Search Newsletter | Scoop.it
Customer lifetime value (CLV) is at the core of all of our advertising efforts. Being able to distinguish between good customers and bad customers (and all the grey in between) is what enables marketers to build scalable programs without being limited to a direct response. A good CLV model highlights the good and the bad, […]
Eldad Sotnick-Yogev's insight:

@bennyblum shows how complicated it is to truly calculate CLV but how simple it can be within Google Analytics to spot patterns to start this sort of conversation.

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Adwords Scripts - articles from PPC Hero

Adwords Scripts  - articles from PPC Hero | Paid Search Newsletter | Scoop.it
Eldad Sotnick-Yogev's insight:

3 articles from PPC Hero about Adwords Scripts. Not many are sharing these openly but hoping that one day they'll become like the Google Analytics items people share freely. 

 

Articles have scripts to help with Labeling, Geo/Device and 3 scripts to get you started.

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5 Steps To Leverage Those AdWords Bid Simulations For Maximum Return

5 Steps To Leverage Those AdWords Bid Simulations For Maximum Return | Paid Search Newsletter | Scoop.it
Though the basic concepts have remained the same, a lot has changed since Hal Varian released his bidding tutorial back in 2009 (video autoplay), especially with enhanced campaigns and those new mobile and location bid modifiers. One such change is that keyword-level simulations are now available for download in AdWords. For any search marketer interested in marginal […]
Eldad Sotnick-Yogev's insight:

Calculating ROAS has always been pretty simple but now with Adwords bid simulation data you can get more advanced. Notice the disclaimer but this could be a very interesting test to get to marginal ROAS figures by KWs and hopefully there is an automated way to produce this

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Should You Create Ad Group Sitelinks in Enhanced Campaigns?

Should You Create Ad Group Sitelinks in Enhanced Campaigns? | Paid Search Newsletter | Scoop.it
One of the nicest things about AdWords Enhanced Campaigns is that you can now control sitelinks at the campaign or the ad group level. From a feature  standpoint, this sounds great.
Eldad Sotnick-Yogev's insight:

Nice work here investigating the impact of using Ad Group level sitelinks in the new Enhanced Campaign of Google Adwrods. Clearly there can be benefit and the article points some, such as cross selling, but the negative is managing a large set of sitelinks                                                   

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How to Quickly Creep on the Competition And Improve Your PPC Accounts | PPC Hero®

How to Quickly Creep on the Competition And Improve Your PPC Accounts | PPC Hero® | Paid Search Newsletter | Scoop.it
One of my favorite things about competitor research is the view page source option on your competitor's pages. This isn't always a great source, but when it is--it really is!
Eldad Sotnick-Yogev's insight:

Clever tactics starting from the simple "View Page Source" when on a competitor's website. It's funny how we always did this for SEO purposes in the past but don't often think of checkiing it for PPC opportunities                   

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Enhanced campaigns in AdWords Editor 10.0 - Inside AdWords

Enhanced campaigns in AdWords Editor 10.0 - Inside AdWords | Paid Search Newsletter | Scoop.it
Google's official blog for news, information, and tips on AdWords
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Understanding the search landscape | Marketing Forward

Understanding the search landscape | Marketing Forward | Paid Search Newsletter | Scoop.it
In 2013 and beyond, marketers will have to work even harder to gain and maintain position in organic search results.
Eldad Sotnick-Yogev's insight:

Wow! top 1,000 websites get 75% of all Search clicks. It's a tough world out here                                                                                              

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25 SRSLY Clutch Google AdWords Enhanced Campaign #PPC ...

25 SRSLY Clutch Google AdWords Enhanced Campaign #PPC ... | Paid Search Newsletter | Scoop.it
Unless you've been under a rock for about a week, you already know that Google has evolved AdWords by launching “enhanced campaigns.” Google has taken a step towards making it fundamentally easier for marketers to ...
Eldad Sotnick-Yogev's insight:

A good source tht often shares relevant information

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FACEBOOK CONFIRMS: Ads Are Coming To Instagram - Business Insider

FACEBOOK CONFIRMS: Ads Are Coming To Instagram - Business Insider | Paid Search Newsletter | Scoop.it
Business InsiderFACEBOOK CONFIRMS: Ads Are Coming To InstagramBusiness InsiderFacebook vp/global marketing solutions Carolyn Everson tells us that yes, "monetization" will be coming to Instagram. Thus far, the photo-sharing app has been ad-free.
Eldad Sotnick-Yogev's insight:

This is some interesting news - how will the Instagramers react? 

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Google AdWords Geo-Targeting Settings: How to Stop Losing Money

Google AdWords Geo-Targeting Settings: How to Stop Losing Money | Paid Search Newsletter | Scoop.it
The default Google AdWords setting actually opens your campaigns up to the possibility of generating clicks from locations outside of your geo-targeting parameters. Here’s how you can avoid wasting advertising money on irrelevant traffic.
Eldad Sotnick-Yogev's insight:

Foundational tactics for PPC from a quality resource

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How Brands Spend Their Content Marketing Dollars

How Brands Spend Their Content Marketing Dollars | Paid Search Newsletter | Scoop.it
Web design and branding companies are pushing content marketing as a preferred strategy for brands looking to increase lead generation, educate the market and improve brand awareness.
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