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Pay per click

How to develop more effective and less expensive pay-per click campaigns.

Local Search Optimization

How Online Marketing Budget is Money Well Spent

An online marketing budget is money well spent if it results in more profit, revenue and audience.

Many websites don’t spend a dime to market themselves. They depend on “free” options such as search engine optimization and social media. (But they still require labor, so in that sense they aren’t free.) (more…)

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Google Ads

Google Ads Cost Based on Simple ROI Calculation

The cost Google Ads is worthwhile if it provides a good return on investment. Whether it does depends on making some careful and important choices.

The most important measures that go into an ROI for Google Ads are revenue and profit. The revenue measure is misleading. The profit measure matters much more. (more…)

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Targeted advertising

Broad Match Keywords Boost Advertising Results

Broad match keywords in an online advertising account can increase the number of clicks to a site, but they also can bring undesirable visits as well.

A broad match keyword means a search engine visitor can enter that exact keyword or a variety of synonyms. In response, the search engine will display an ad that is tied to the parent keyword. (more…)

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Online advertising ROI

Online Advertising ROI: 3 Useful Metrics to Know

Online advertising ROI or return on investment is a major consideration for anyone who focuses on response rates more than branding.

Response and branding are the two primary benefits of any advertising campaign. But every campaign has varying degrees of response and branding. Some are mostly or entirely response oriented and others emphasize branding.

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Online ad sizes

Ad Unit Audit Increases Revenue Performance

An ad unit audit on a regular basis will often lead to an improvement in revenue performance.

What is an ad unit audit? It is a review of the results of different ad units, advertisers and locations to see which ones perform above average and below average. The audit should lead to changes in creative and placement that improve click rates.

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Score

Ad Quality Score Impacts Cost, Clicks and Impressions

The ad quality score of pay-per-click advertising on Bing and Google has a major impact on the cost, click rates and impression level for keywords.

Advertisers who buy ads on both search engines will have keywords ranked by their relevance with a score of 1 through 10. The higher the number, the greater the relevance. (more…)

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Pay per click campaigns

Paid Search Advertising Brings Quick Profits, Narrow Margins

Paid search advertising via Bing, Google and other search engines is an easy path for driving audience, revenue and ideally some profits.

But sites often don’t make big profits that way because they underestimate the amount of labor involved on top of the actual ad costs. (more…)

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