April is nearly upon us, but we’re no fools! We know that in order to get great results with your search campaigns, you have to know the right strategies and stay in the loop of the latest updates from search engines, and the latest new tools and tricks of the trade.
Let’s have a look at some of the best resources for PPC and other search engine marketing topics we came across this week across the Web:
We’ll start off this week with our friends at PPC Hero, with their post How to Set Up Your Own SBS Keyword Analysis (SBS stands for side-by-side, fyi). Why side-by-side? According to the post author Dave Rosborough, “A SBS keyword analysis is a side-by-side comparison of individual keyword performance across multiple time frames. This can be particularly helpful for determining which of your keywords have either increased or decreased in performance after making changes to your account.” Throughout the post, Dave takes readers step by step through the process of building an SBS keyword analysis system using AdWords Editor. and exporting data to a spreadsheet. Be sure to have a look to arm yourself with a new keyword tool using resources you already have!
Speaking of comparing keywords, if you’re a retailer or if you work with retailers you’ll want to have a look at this article from Search Engine Land: “Keyword Expansion Resources and Strategies for Retailers“. Dan Morrison helps readers figure out how to align product intent with customer intent, and use that to leverage a brooder set of more targeted keywords. Definitely worth checking out!
And while we’re continuing on the subject of keywords, are you being negative with your campaign? Focusing on negative keywords, that is. Well if you aren’t already incorporating a solid negative keyword strategy into your PPC strategy, Alex Cohen at Search Engine Watch is here to help you with his article “Adding Negatives: How to Filter Out Bad Paid Search Clicks & Prospects“. Alex takes you through all of the steps and things to consider when working with negative keywords in order to ultimately save you time, and money you could be using on wasted clicks or improperly targeted campaigns.
And while we’re on the concept of targeting, could you be targeting the wrong search engine for your audience? Google is often in mind as the ultimate search engine but you might be surprised by how many potential customers and clicks you could be passing over by optimizing for the wrong engine. Christian Arno of Search Engine Journal offers his expertise in his article “Targeting the Right Search Engine for Your Market“. In it, he shows you how to choose the best search engine, how this might affect your SEO approach, and why you should consider internationality when considering your options.
In addition to international considerations, how about local? Social? Mobile? Trond Lyngbø covers all three in his Search Engine Land article “The Golden Triad of Search Marketing: How To Leverage It For Massive Success“. He emphasizes the importance of focusing on intelligence rather than technology, and how this trifecta of search marketing goodness combines to form a set of considerations so important, if you glaze over them, you’re definitely missing out on a lot of potential success with your campaigns. Combining mobile and social search with local considerations is the “rising star” of search, according to Trond, and this in-depth article will give you lots of pointers for using the ‘golden triad’ to your advantage.
Another great resource this week comes from Blue Glass with Kerry Jones’ article “The Metrics Every PR Team Should Track: Interview with Adam Singer” In this interview, Kerry asks the tough questions — what metrics should PR teams be tracking? How has social media changed public relations for the long haul? What is the future of the ‘traditional’ PR agency? The answers to all of these questions and more are revealed by seasoned PR veteran Adam Singer in this great interview.
That’s all for this week’s PPC roundup! Thanks for reading and as always, if you have any resources you’d like to add, be sure to leave a comment below or catch up with us on . Have a great weekend!