Multiple ad blocks per page on Google AdSense
Google has recently changed their AdSense policy on the number of add blocks you can display per page if you are part of Google’s AdSense program. That’s the program whereby websites can get paid for displaying Google ads on their web pages. Now you can display up to three ad units per page, according to Google.
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Posted by stephan of stephan on 09/07/2004
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Filed under: Google, Paid Search
Optimizing your search engine advertising
DoubleClick’s Smart Marketing Report in a recent interview of Jamie Crouthamel, president and CEO of Performics, were treated to some words of wisdom on how to launch and optimize a paid search advertising program.
Here’s some of the takeaways I got out of the interview:
- Build out your keyword portfolio. Incorporate product names, product numbers, relevant adjectives (colors, sizes, etc.), and occasions for which products could be sought. A number of linguistic exercises for the agency and client exist that can help with this process. A SEM program can encompass a keyword portfolio of as large as 50,000 keywords with varying ROIs. Although “belt” might not convert well as a keyword, it has many related terms that may convert much better, such as “leather belt,” “men’s leather belt,” “brown belt,” and “men’s brown leather belt.”
- Collect an adequate amount of data before you begin optimizing. Don’t alter a keyword until that keyword has received at least 100 clicks.
- Constantly improve your keyword portfolio by adding new search terms and improving/removing keywords that don’t produce a good ROI.
- Experiment with reducing bid prices to improve ROI.
- Optimize your search ad copy to make it as compelling and relevant as possible.
- Make the landing page as relevant to the user’s keyword as possible.
- If your products are seasonal, bid on the keywords during the season when your target audience is in need of them rather than year-round.
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Posted by stephan of stephan on 08/17/2004
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Filed under: Paid Search, Site Structure
Caveat Emptor (Bidder Beware) – Google AdWords contextual ads gone wrong
Google’s contextual advertising technology that they picked up with the Applied Semantics acquisition isn’t flawless. It’s not always in the best light that your brand gets displayed within sites subscribing to the Google AdSense program. Take for instance the case where a web page featuring a story about a hacked up body in a suitcase displays a Google AdWords ad for luggage, as described in this Fast Company article. Or the also embarrassing but less gruesome example I came across on Robin Good’s website recently, as shown below:
Bottom-feeding email marketing solution, anyone? 😉
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Posted by stephan of stephan on 08/15/2004
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Filed under: Google, Paid Search
Buying/selling/brokering PageRank – A slimy approach to SEO
As you may know, a key component to search engine optimization is links from important (i.e. highly PageRank endowed) web pages. I think buying links for PageRank is just plain slimy… the lazy man’s approach to SEO. Here’s one such hawker. Yuch!
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Posted by stephan of stephan on 07/14/2004
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Filed under: Paid Search
