Archive by Author
Generics – a different approach
Posted on 13. Aug, 2012 by Sandra D'Onofrio.
Bidding on generic terms (especially some shorter tail ones) can be an expensive exercise. It’s also a time-consuming exercise as you’ll need to stay on top of the bid and adcopy optimisation to make sure the balance between position, CPC and ROI is right. It’s nevertheless a worthy exercise, for 3 main reaons: – generics [...]
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Stop forecasting, start optimising
Posted on 13. Jun, 2012 by Sandra D'Onofrio.
Have you ever gone back to a forecast produced before launching a search campaign and been surprised at how different the data looked from the actual results of the campaign? At how your “killer” keywords ended up being the ones that disappointed in terms of performance, while others outperformed any expectation and prediction? Agency incompetence [...]
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Paid Search Management Tools
Posted on 15. May, 2012 by Sandra D'Onofrio.
There’s a number of PPC management tools out there and it can be difficult choosing the right one for your business. While there may be different features that deemed important by different people, there are a few capabilities that any good paid search management tool should have, to ensure time savings and effective campaign management. [...]
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4 things your PPC campaign should never lack
Posted on 13. Apr, 2012 by Sandra D'Onofrio.
Forget millions of keywords, forget thousands of pieces of adcopy, here’s 4 things you need to make your paid search campaign successful: 1. An updated product, availability and price feed There’s nothing worse than finding your way to a website only to realize the product you were looking for is out of stock or only available [...]
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Match type strategies
Posted on 21. Mar, 2012 by Sandra D'Onofrio.
You know your agency is off to confuse you when they start speaking about match type strategies. But is it really that important to understand the subtle differences between Google’s and Bing’s “exact match” or Yahoo’s “advanced match” and Google’s “broad match”? No doubt match types are important and making sure the correct combination is [...]
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Yahoo & Microsoft Search Alliance
Posted on 13. Feb, 2012 by Sandra D'Onofrio.
This time it’s really happening: by the end of Q1 2012 Yahoo and Microsoft will have merged their search technology and services in the UK and France and will work as one search engine with 2 interfaces. From the users perspective not much will change. A combined approximate 9% of users in the UK will [...]
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January PPC detox
Posted on 23. Jan, 2012 by Sandra D'Onofrio.
January is the month for de-toxing, getting rid of any unhealthy habits developed on and around Christmas, save money and make a fresh start. If you find it too depressing to apply these principals to your personal life, why not apply them to your paid search campaign instead? Step 1: Detox Take a look at data [...]
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Keywords: when less is more
Posted on 25. Nov, 2011 by Sandra D'Onofrio.
There’s a tendency to evaluate a PPC account by their size: the bigger, the better. How many keywords are you able to manage? How many millions of variations did you think of and have in the account, ready to be searched for, clicked on, bought from? As much as it still sounds quite impressive to [...]
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My brand: to bid or not to bid?
Posted on 05. Sep, 2011 by Sandra D'Onofrio.
In paid search the question has always been whether it’s worth bidding on one’s own brand or not. Is that not money wasted on clicks that would be picked up anyway through organic traffic? What value do brand ads have, when the organic search result already gives the user all necessary information? Is this not [...]
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Cookie Legislation deferred, but time to prepare
Posted on 31. May, 2011 by Sandra D'Onofrio.
EU cookie legislation, supposed to pass regulation into UK law last week, was deferred for another year: while the UK government is giving businesses time to ‘get ready’, there still seems to be some confusion about what the requirements for advertisers, publishers and technology providers actually will be. So what is it? The revised ePrivacy [...]
