- 2015.11.03 - HubSpot - How to Use Google AdWords: A Beginner’s Guide to PPC Advertising [Free Ebook] (a blog post introducing the ebook)
- "When done correctly, businesses generally make an average of $2 in revenue for every $1 they spend on AdWords, according to Google."
- HubSpot - How to use Google Adwords.pdf (the actual ebook)
"According to HubSpot data, most searchers click on the organic results – in fact, over 70% of people click on the organic search results, while only 30% are likely to click on the paid links."
"Paid search is a great option if you are not ranking well in the search engines with organic search alone."
"all too often, companies -- small businesses especially -- think that if they just pay to be on a search engine, they don’t have to invest time and resources in search engine optimization to rank higher organically."
Paid search is a great way to do landing page A/B testing because it allows you to direct traffic to your choice of pages, split this traffic to different pages, and ultimately find the pages that convert at the highest rate.
In addition to landing page testing, you can also use paid search to find new keywords for your campaign. Google AdWords generates a Search Terms report that displays all of the keywords for which your ad has been displayed.
Now, this high conversion rate tells me not only that I should be buying this keyword, but also that maybe I should consider using this keyword for search engine optimization as well. Maybe I should make a landing page geared toward this keyword, or an offer built around this keyword. You should use the information in these Search Terms reports, and also in Google AdWords’ Keyword Planner, to discover new keywords that will help you further optimize all of your SEM campaigns. For more information on keyword research, check out this blog post: How to Do Keyword Research for SEO: A Beginner’s Guide
When you think about how you should use paid search, one of the best ways to think about it is to use it as a complement to your inbound marketing efforts. You can use paid search to maximize your coverage on the search engine’s result page (SERP).
2015.11.03 - The Atlantic - People's Deepest, Darkest Google Searches Are Being Used Against Them
Imagine again the person who turns to Google with a search term like “need money fast.” Let’s say that person ends up at a lead generator’s landing page, providing various information in hopes of getting a quick loan. “A very small percentage of those folks are actually qualified for a loan,” said Michael Waller, an attorney in the Bureau of Consumer Protection’s enforcement division at the FTC. “And so the vast majority—95 percent of those applications, which means 95 percent of the folks whose social-security numbers and bank-account numbers fall to the cutting room floor—are referred to in the industry as ‘remnants.’”
Those so-called remnants aren’t discarded, though. They are sold and resold and resold again. “What’s created over a period of time is the consumers just become suckers,” Waller said in the FTC workshop. “It’s a sucker list. And people will buy that information for all different kinds of reasons.”