How to Leverage High Commercial Intent Searches

How to Leverage High Commercial Intent Searches

Keyword research is one of the core foundational pieces of online marketing. It begins with identifying high volume keywords and then finding associated long-tail variations that are much easier to rank for. But good keyword research – and subsequently, good SEO – is more than just high rankings and broad exposure. Conversion is key, which is why it’s important to examine the level of commercial intent behind each keyword BEFORE you incorporate it into your overall marketing strategy.

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How PPC Training Launched Andrew Hutton’s Career

andrew hutton

Andrew Hutton used PPC training to kick-start a successful career in paid search.

While still a busy sociology student at the University of California Santa Cruz in 2011, Andrew took on an internship with Market Motive; an experience that piqued a new interest in digital marketing.

When he graduated, he entered a competitive job market and found that his UC degree alone wasn’t going to be enough. So he dove back into digital marketing, taking certification courses with Market Motive.
It was a tough economy when I graduated. People were having a hard time finding careers. So I took courses to bolster my resume a bit, and to give me the practical experience I needed to find a job.”
Andrew threw himself into Market Motive’s courses, completing not one but three certifications: A Master Certification in PPC which he earned while studying directly with Google AdWords expert Brad Geddes, and self-guided Practitioner Certifications in both Digital Marketing Foundations and SEO.

And the impact it had was profound.… Continue reading

Two New Free Videos: PPC and Social Media

PPC and Social MediaFree through June 30: Introducing two new and free videos for PPC and Social Media

PPC: Managing Search Queries & Negative Keywords

With broad match types and ever-expanding keyword lists, keywords can get out of control very easily. The cure for this is learning how to manage your keywords efficiently, and a major tool for managing keywords is negative keywords. Negative keywords block an ad for showing for a particular query. Smart advertisers will use these to stop ads for showing for low-value keywords that are not performing well. See how to use negative keywords in your account to keep your campaigns running more efficiently.… Continue reading

New Content: PPC Foundations with Brad Geddes

PPC FoundationsIn this PPC Foundations course Brad Geddes will take you through everything you need to know to get started with PPC, or paid search, advertising.

From search psychology to targeting opportunities to a hands-on understanding of how the PPC auction actually works to hands-on ad copywriting and paid search measurement, this intro course covers a lot of ground. At the end of the course you should understand all the key components as well as actual building of a paid search ad.

PPC Foundations Course Materials Includes:… Continue reading

Bidding According to Match Type

Bidding According to Match TypeFrom the Market Motive Forum: I recently received the following fantastic question regarding bidding according to match type from a Market Motive student.

“I’ve seen people who split their ad groups into the three match types like this:

  1. Exact
  2. Phrase
  3. Broad

I understand that by taking keywords that perform well and moving them up, then adding them as negative keywords for the previous group, we can ensure that they show for the exact match and not the broad match.

Can we simply not leave the different match types in the same group ‘Marketing Training’ and adjust the bids so that the bid amount for exact match > phrase match > broad match?… Continue reading

Phrase Match vs Broad Match Modifiers: How to Get The Best Results

Phrase Match vs Broad Match Modifiers

If you’re trying to improve your ranking in with Google, it’s important that you understand the differences between broad match modifier vs phrase match. It is helpful to equip yourself with a working understanding of PPC marketing. Understanding the differences will help you refine your SEO approach, and ultimately achieve better search rankings.

Phrase Match vs Broad Match Modifiers: Understanding the Differences

First, let’s clarify what phrase match, broad match and broad modified matches actually are.

Phrase Match

According to… Continue reading

Using Keywords in Search and Display Ads

Using keywords in search and display ads

I recently went through an article where the current modified use of keywords and ad group was mentioned, making me realize the bidding on keywords has now a whole different approach. Considering the fact that owning the keywords on a search engine which further displays your advertisement on a priority basis is the new revolution in marketing. The whole process is not as complex once you learn about it. There are numerous tools that can help you learn PPC, in case you’re just

Does Adding Conversion Tracking to Websites Decrease Quality Scores?

market motive quality scoresFrom the Market Motive Forums: Trying to Determine Why Quality Scores Went Down

Quality scores are critical to an AdWords account as they influence the rank and cost-per-click (CPC) of ads. I recently fielded a great question in our member’s only forum regarding the decrease of quality scores and if this happened due to adding conversion tracking to a website.

A student had an AdGroup with solid overall quality scores of 7+. There was even one term that had a perfect 10 out of 10 score. When conversion tracking was added to the website, there was a dramatic decrease in quality scores on that very same day.

So what’s the deal?… Continue reading

How to push customers over the edge at the end of a buying funnel

endofbuyingcycleblogFrom the Market Motive Forums: Why display benefit copy instead of features copy at the final buying stage of the buying funnel? Aren’t the customers already sold and ready to buy using features as their guide?

People fall off at every stage of the buying funnel.

Someone might want a product/service, but then still doesn’t finish buying it or engaging in the service. It’s common for someone to forget, have something else comes up that distracts the user from their task, or they need a bit more of a push.

At the very end of the buying funnel, it’s a good idea to push a user to finally take action; and people buy products/serves based upon what it’ll do for them.… Continue reading

Should You Buy Your Brand Terms? Probably.

From the Market Motive Forums: Is it a good strategy to spend money for brand terms?

In most cases, it is worth buying your brand terms and company names. A lot of companies test buying their brand vs. not buying it, and then make a decisions based off the revenue delta. Testing is always a good idea!

As a general overview: Here are the top 4 most common reasons companies buy their brand terms. … Continue reading