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These are questions that any business running paid advertising campaigns should be asking themselves on a daily basis.
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Google has been giving out free consultations to  help with your paid search campaign so I figured I would take them up on it and schedule a call. When you think of pay-per-click advertising, you think  of keywords, ads and paying every time someone clicks on your ad. So the main goal of remarketing is to target a user who has already visted your website and to get them back so that they can finish what they started such as complete a lead form or check out their shopping cart. Matt starts to visit other sites, some related to golf such as a cigar site or luxury watch site and he sees an advertisement from Frank’s Golf World about the new Taylor Made R11s Driver that offers free shipping! You will need creative assets such as banner ads but once you have those assets added into your account your ads will appear on websites that are opted into the Google Display Network. Now you are going to pay per click for every visitor that does click on these ads similar to anyone who clicks on a text ads in the search network. First thing you must understand is that the overall audience for a remarketing campaign is much different from your usual paid search audience. Something that is extremely powerful with remarketing is the ability to segment your audience and serve highly specific, targeted ads to individual users.
Frank can also target users who purchased products that need to be replaced such as golf balls.
Again, these are basic scenarios, but they give you a good idea about showing you the level of segmentation you can do in your remarketing. There are many great tips and tricks you can use to give your remarketing campaign that boost it needs and achieve success quicker.
Make no mistake about it, traditional paid search marketing is where you are going to get the majority of your business from.
Paid search marketing is an inexpensive and scalable form of web marketing designed to connect your ads with searchers actively seeking what you provide. Paying for every click may sound like you’ll end up paying a lot, but in a well-designed campaign, the opposite is true. Appearing in the sponsored links requires entering into an auction and competing with other bidders for advertising space. Google’s PPC platform is called Google AdWords, and though it may seem a bit complex, it’s actually designed to provide maximum ROI to everyone involved: Google, your company, and searchers. Every time a search is initiated, Google digs into the pool of AdWords advertisers and chooses a set of winners to appear in the ad space on its search results page. More specifically, who gets to appear on the page is based on an advertiser’s Ad Rank, a metric calculated by multiplying two key factors – CPC Bid (the highest amount an advertiser is willing to spend) and Quality Score (a value that takes into account your click-through rate, relevance, and landing page quality). So how do you go about creating the most successful paid search marketing campaign you can? The first step in any search marketing campaign, including paid search, is keyword research. Use negative keywords to your advantage: Negative keywords enable you to filter out search terms that aren’t relevant to your products and services, so your ads won’t show up for those irrelevant searches. Don’t go too broad: It’s also worth paying special attention to the long tail of search—that is, the longer, less frequent keyword phrases that actually add up to a greater volume of visits than the few most common keywords.
Stay relevant always!: Another useful tip is to make sure your keywords match the text of the landing pages you’re linking to.
When designing a winning paid search campaign, you’ll want to ask yourself other questions as well, of course, like exactly which pages are underperforming in “natural” (i.e. It takes care and a little practice, but once you get the hang of it, paid search marketing can be one of the most cost-effective and revenue-generating pieces of your marketing strategy.

The AdWords Performance Grader’s expert analysis shows you where and how to make improvements that will improve your performance and save you money.
Our software and services help businesses and agencies take the guesswork out of pay-per-click advertising so you get more from your marketing budget. SEM (Search Engine Marketing) is the process of gaining website traffic by purchasing ads on search engines. PPC (pay-per-call) – some ads, particularly those served to mobile search users, may be charged by the number of clicks that resulted in a direct call from a smartphone.
Google AdWords is by many measures the most popular paid search platform used by search marketers, followed by Bing Ads, which also serves a significant portion of ads on Yahoo. All PPC News & Articles includes verified product features and announcements from the major search advertising platforms covered by our editorial staff, plus expert analysis and real-world advice from our contributor network.
How To: Paid Search is our section that is devoted to practical tips and tactics about paid search ads.
You can also learn beginner to advanced PPC techniques at our paid search marketing workshops and general sessions at our conference series, Search Marketing Expo. Sign up for our weekly SEM and daily SearchCap newsletters to get the latest PPC news from our reporting team and from Search Engine Land, Marketing Land and other trusted sources all over the web. SMX Advanced, the only conference designed for experienced search marketers, returns to Seattle June 22-23.
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There's no secret sauce to driving valuable customers to your website via the world wide web. Pay-per-click (PPC) or Search Engine Marketing (SEM) can successfully drive the necessary visitors to your website, thereby creating more sales, quote requests, and client base. But, as you may have found out already this is a strategy that is not for the inexperienced. Our PPC consultants will take a look at your business, keywords, campaigns, ad budget, and all the little details to assist you in getting the most out of your budget on the most used search engines on the planet such as Google, Bing, and Yahoo. If you're ready to leverage the power of the internet like the big boys do, grab your FREE WEBSITE ANALYSIS today for an indepth look at the website traffic possibilities you could be achieving. Some people call it retargeting others called following but within Google it’s called Remarketing. As mentioned in one of the examples above, if a user visits a product on your website, you can later serve them an advertisement that displays that specific product. With remarketing you can get really specific in regards to which ads are shown to which users.
However, now you can have a backup plan for users who don’t make purchase or users who are likely to purchase again. The smartest paid search marketing campaigns are pay-per-click, or PPC campaigns, and the logic behind them can be summarized simply: you bid for ad placement in a search engine’s sponsored links for keywords related to your business, then you pay the search engine a small fee for each click. Because your potential customers will see your ads only when they’re searching for precisely the products or services you offer, they’re far more likely than a casual browser to be at the point of purchase. If you’re paying for ads in a cost-per-impressions campaign, where you pay for every browser who happens to see your ad, you’re losing money, especially with specialty products.
So, the million dollar question: why engage in paid search advertising or hire a consultant when you can rank in Google's organic results for free?
The way it does this is by rewarding the most relevant, intelligently targeted pay-per-click campaigns by charging them less for ad clicks.
The “winners” are chosen based on a combination of factors, including the quality and relevance of their keywords and ad campaigns, as well as the size of their keyword bids.

In paid search, bidding on the wrong keywords is like throwing your advertising budget out the window. This is why specialized keyword tools can be so useful. Long-tail keywords tend to show a high degree of intent, so they can be excellent candidates for your paid search campaigns. Be sure your ad addresses the query directly and leads the user to an appropriate landing page on your website. Include a call to action (entice them to buy your product or sign up for a free trial, for example) but don't use all caps, multiple exclamation points or phrases like "Click here." Such tomfoolery is better suited to the comments fields of political blogs. However, If you're trying to find a way to achieve more visibilty to your brand, service, or product quickly, pay-per-click is the best way to go. This could be the best strategy for your type of business to ensure that visitors who are looking for your brand, service, or product find you immediately.
Athough it's the best strategy, it is quite often the most advanced and too advanced to achieve the results you need per your budget. There are a handful of 3rd party companies that provide this remarketing service such as Media Forge  but I am going to focus on Google AdWords since this is the easiest entry point for most advertisers willing to try this strategy.
Also, within the Google AdWords interface you just need to set the proper campaigns and advertisements.
You’ve seen the block of ads on a website that read, “Ads provided Google.” That is where your remarketing ads would appear. Most don’t even care about who the site is they are going to buy the product from as long as the price is right.
And so, with the right research and a little tinkering, the paid search ads you place will actually end up earning you far more than it costs to place them.
For example, if one of the pet foods you manufactured was an all-natural dog food filled with free-range bison and other delicious tidbits, and you place an ad on Facebook, it may indeed be seen by a wide range of people.
This will ensure that your ad shows up in the first place—kind of important!—but also that search engine users are drawn in to click. For instance, if the keyword is "natural dog food," use those specific words in the ad and don't lead the searcher to a general pet food page. As time moves forward, you’ll want to periodically review your campaign too, to make sure your original goals are being met and to weigh exactly which phrases are earning you the most love from customers.
Since the guide was last updated in 2008, the Google AdWords UI (user interface) has changed, along with several features, but the guide may still offer a useful introduction.
There have been lots of developments that could change your methodology, preferred tactics, and PPC management focus.
Now a remarketing audience, they already know who you are because they’ve been to your website – but now, you have to convince them to come back and take action (or take an additional action). But they’re less likely to be at point of purchase because no one (we hope) goes on Facebook actively looking to buy dog food. Especially for newer, less established sites, it can take quite a while to gain enough domain authority to get on the first few pages for your best keywords. And if the keywords you originally selected aren’t working as well as you’d hoped, then it will be time to run some new ones up the flagpole and see  who salutes. One of the most interesting has been the development of interest-based advertising, which removes keywords from the PPC equation. But people do search “natural free-range dog food” on Google, and those are usually people looking to buy.
You'll lower your cost per click while improving Quality Score and earning better ad positions.

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