Apr 14, 2008 | bid management, Kelly formula, paid search, pay per click management, pay-per-click, PPC, search engine marketing, sem
Today we’re going deep. We’re going to examine a mathematical equation created years ago by a guy named J. L. Kelly. Kelly was a brilliant man who devised a formula that is so rudimentary, yet so critical, it is the foundation for many systems in the world...
Apr 8, 2008 | bid management, internet marketing, keywords, paid search, pay per click management, pay-per-click, PPC, search engine marketing, sem, web site marketing
In the course of working on our latest book, I have put a lot of thought into the concept of a trading-style system for managing a paid search campaign. There is definitely a correlation between investing in securities and investing in paid search. Every keyword you...
Mar 24, 2008 | bid management, internet marketing, paid search, pay per click management, pay-per-click, PPC, search engine marketing, sem, web site marketing
I’ve been reading a lot lately about trading systems – that is, rules-based strategies for making short-term investments in stocks or other securities. So far, most of my personal stock purchases have been made in more of an “investing” mode,...
May 7, 2007 | bid management, internet marketing, pay-per-click, PPC, roas, search marketing, sem, sponsored search, web marketing
We have given advice on numerous occasions about using an ROAS (Return on Ad Spend)-based approach in setting your initial bids. In other words, don’t just GUESS what your opening bids should be – use some logic to set a bid that will allow you to make a...
May 1, 2007 | bid management, google, Google Adwords, internet marketing, paid search, pay-per-click, search engine marketing, search marketing, sem, web site marketing
Traditionally, bidding on clicks in a search engine has been a hit-or-miss proposition. You set the MAXIMUM you are willing to pay for a click, and then your actual click cost usually ends up well below that. To play the game, you have to be willing to bid high to get...
Feb 14, 2007 | bid management, internet marketing, paid search, pay-per-click, search engine marketing, search marketing, sem, sponsored search, web marketing, web site marketing
The American pay-per-click market is getting crowded. You can still keep costs down by taking a “long-tail” approach (looking for lots of little used by highly targeted search phrases for which to run ads), but with growth in paid search revenue for 2007...
