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Optimizing Landing Pages to Improve Your Quality Score

Improving Quality Score means improving relevance: if your offering directly address a searcher’s need, that will most likely be reflected in a high Quality Score. Just as this applies to writing effective ad copy, it applies to building effective...

Protecting Your Brand Name and Trademarked Terms

A few weeks back, we discussed strategies for bidding on your brand name . As we said then, every search marketer should have a campaign built around their brand name: it’s an inexpensive method of generating high-quality traffic. Inexpensive ,...

What is the Optimal Ad Position on a Search Results Page?

Which position is the best placement on search results pages? The optimal ad placement (a.k.a., rank, position) is an aspect of search marketing that gets a lot of attention ― probably too much ― from novice search advertisers. Most people have clear...

Writing Effective Ad Copy: Describing the Relevance and Value of Your Offer

In our last post on writing effective ad copy, we discussed the first component of an ad: the headline. The purpose of the headline is to grab a user’s attention. As Hunter Boyle put it in a Marketing Experiments article that we mentioned in our...

Stop Wasting Money! How to Find the Right Negative Keywords for your Campaigns

If your search marketing campaign contains broad or phrase matched terms you may be wasting a significant portion of your budget on irrelevant clicks. Most PPC advertisers focus a majority of their time building keyword lists but fail to recognize the...

Benefits of Separating Search and Content Network Campaigns

If you are new to online advertising you might not know that your ad network probably offers two different types of ad placement: search engine placement and content (contextual) advertising. Search network ads appear beside search engine results on sites...

Writing Effective Ad Copy: Attention-Grabbing Headlines

As we mentioned in our introduction to writing effective ad copy , there are three primary things that a search marketing ad has to do: grab a user’s attention, describe your offering, and tell a user what to do next. The function of a headline...

Bidding on Your Brand Name

When you select keywords for your search marketing campaigns, you’re trying to identify customers who want whatever it is that you have to offer. This is easier to understand if we think about “searchers” rather than “keywords...

Writing Effective Ad Copy: Introduction

Writing effective ad copy is one of the most difficult parts of search engine marketing—or of marketing in general for that matter. Creativity always helps, but there are a number of tips you can use when you can't depend on inspiration. They...

Google AdWords Quality Score Changes

A few days ago, Google AdWords made two major modifications to the rules that determine which ads appear in which locations on the page. While AdWords quietly makes minor tweaks and changes all the time, these major change were announced on the official...

Lowering Cost Per Click by Cleaning Up Your Accounts

Clean up your dirty campaigns! No I'm not talking about politics here. I'm talking about your search engine marketing accounts. Unless you have unlimited funds, unlimited time, and more patience than sense, a regular cleaning of your PPC accounts...

Holiday Season 2008 Search Marketing Checklist

(Free Holiday Season 2008 Webcast! Click here to take advantage of a special Holiday Season Presentation hosted November 29, 2008, by Clickable and Search Engine Watch. It was led by SEW editor Kevin Newcomb and Clickable’s Senior Director Keith...

Keyword Insertion: Putting Keywords into Your Search Ads

The fundamental task of marketing and sales is to convince people that they want your product. Usually, this is a two part process: Figure out what exactly people want. Show them that your product or service meets those needs. The first part of this ...

Selecting Placement Sites in the Content Network



Until recently, AdWords advertisers had little control over their content network ads. The lack of control led to untargeted ads with low conversions and high costs, especially relative to search network ads. As a result, the majority of advertisers began turning off content network ads and focusing their efforts on improving their search network ads instead....

Refining Your Paid Search Advertising Strategy To Drive Profitable Customers, Not Simply Visitors

What if you only paid search engines for keyword ads when visitors they lure convert to customers? That is the goal behind the cost-per-acquisition (CPA) model. Instead of just paying to get people in the door, you only pay for people that make a purchase...
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