The Unbroken campaign has been running now for four days. In those four days, I've made a few adjustments in response to the data from Adwords. The biggest adjustment was an increase in my bid price for the search campaign. I had started with a default bid of just .15 cents a click. Despite having … [Read more...] about Campaign update: four days in
The campaign
The PPC campaign for this case study was setup and made live today, November 22, 2010, at 5:00 pm. Here are the steps I took: Created two new campaigns. One campaign for the search network and one campaign for display only. I am initially targeting all English-speaking markets worldwide. I … [Read more...] about The campaign
Benchmarks
One of the great things about search advertising is the ability to measure performance. Purchase an ad in a magazine or newspaper and you're only guessing what impact your advertising efforts are having on sales. With search advertising, you can drill down all the way to the keyword level to find … [Read more...] about Benchmarks
Creating the squeeze page
In order to get the most out of any PPC campaign, it's important that the ad and landing page contain some or all of the search terms being used. Since I'll be setting up a campaign that targets people searching or browsing for information on Laura Hillenbrand's new book Unbroken, I need to create a … [Read more...] about Creating the squeeze page
Adwords for Authors: A Case Study
Introduction The idea for this case study was born in January of 2009. That date may not seem significant to you until I mention the fact that this was the day that USAir Flight 1549 ditched in the Hudson River. The accident was especially significant to me personally because I had written and … [Read more...] about Adwords for Authors: A Case Study