PPC – The Anti-Linear Marketing Channel

When it comes to setting up marketing channels, owners of small and mid-sized businesses try to use traditional methods to do Internet Marketing. As Karl Ribas wrote on Search Marketing Gurus, this is not effective.

No fixed price tags

One of the traditional approaches to marketing is the idea of fixed costs. If I spend $10,000 on a billboard, I know it’s going to be there for the length of the contract, and there will be an average of “x” traffic to see that billboard.

When it comes to Pay-Per-Click marketing (PPC), this no longer holds true. The idea behind PPC is that advertisers compete against each other for placement and price. The key variables that determine these two items are:

  1. Quality Score (relevance of ad copy to keyword as well as relevance of landing page to keyword)
  2. Bid price

Advertisers compete against each other in these two areas. … Continue reading

Search Engine Marketing: Improving Your Quality Score

Quality score is a grade or rating you receive from search engines that represents how relevant the relationship is between your keywords, content, URL, and the user experience as shown by the click-through rate. A good quality score can lower your costs and increase your exposure. Why?

Well, think of it this way. A user types in a keyword in the search engine, and the search engine results page includes your ad. If there is a close relationship between the keyword, your ad and your landing page content, the user will likely find what they want when they visit your site. But if the relevance or relationship is poor, the user may visit your site and not find what they want. Getting irrelevant results can cause this user to go to another search engine next time.

In a nutshell, quality scores are used by search engines to provide a measurement … Continue reading