Experts - Profitable PPC

Learn pay-per-click (PPC) advertising from A to Z. Starting with the fundamentals and advancing to expert tactics, you'll learn how to build and optimize successful PPC campaigns. The emphasis is on solid direct response advertising techniques that lead to maximum conversions and ROI.

David Szetela
David
Szetela

The Good, the Bad and the Ugly: Click-Through and Conversion Rates

What's a good click-through rate? What's a good conversion rate? That's not an easy question to generalize on, but there are some guidelines that can help you see if yours is acceptable. Nov 13, 2008

The Account Quality Score: Money Pit for the Uninformed

In Google AdWords, an ad's Quality Score calculation is based on how well the account's campaigns have performed over time, especially in terms of CTR. So what happens with new accounts? Since there's no CTR data on which to base QS, how does Google determine minimum bids? Nov 6, 2008

Those Mysterious Quality Scores: Fundamentally Simple

The quality scoring system used for search engine ads is based on a complex group and series of calculations that take into consideration hundreds of factors that the search engines won't reveal. But you don't need to know what those factors are, as long as you create your campaigns correctly and make sure you're giving visitors what they're looking for. Oct 27, 2008

Measuring a Text Ad's Effectiveness

Testing and improving ad copy is essential to optimizing overall PPC campaign performance. Improving ad text leads to better CTR and quality score, which means it 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. Oct 20, 2008

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? Oct 13, 2008

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