Welcome to the Best SEO Podcast! Ep. 546
The Best SEO Podcast by Bestseopodcast.com Having 1st aired in 2009, with over 3.6 million downloads in 100+ counties, “SEO Podcast, The Best SEO…
Paid Search & Ads
HTML5, Yahoo Directory and SEO - #seopodcast 139
Paid search success depends on transparency, negative keyword research, quality score management, and tight continuity between keywords, ad text, and landing pages, as explained by eWebStyle in podcast 139.
Key takeaways
- Sync your AdWords account with Analytics and use AdWords Editor to save significant time managing PPC campaigns.
- Max out Bing budget first because clicks there are cheaper, then apply the remaining budget to Google.
- Always create negative keyword lists alongside regular keyword research to avoid wasted spend on irrelevant traffic.
- Run two or three ads per ad group, let them rotate, then keep the one with the highest CTR.
- Give clients direct login access to their own PPC accounts so they can see billing, ads, and traffic themselves.
Whatever the client searches, they see in the ad text. And whatever they see in the ad text, they see on the page that they land on.
About this episode
We discuss HTML5 and it potential impact on SEO. We also discuss Yahoo Directory and whether you should pay to be included in this directory. Finally we discuss Negative Keywords and pay per click. We finally discuss Search Engine Optimization in Houston Video. The most popular PPC Houston podcast on iTunes. E-Webstyle provides Internet Marketing in Houston .
Questions this episode answers
Is it still worth paying for the Yahoo directory for SEO?
According to the hosts, yes. The Yahoo directory costs $300 but generates a high PR link that Google values. They also note that Matt Cutts posted a video around the same time confirming that high-quality paid directories like Yahoo are valued, while low-quality fly-by-night directories are devalued.
What is dynamic keyword insertion in Google Ads?
Dynamic keyword insertion, called DKI by the hosts, makes the word a user searched appear in the ad title or description, where it is bolded. The hosts describe it as an advanced technique that most PPC practitioners should know and use during ad creation.
How should a PPC agency handle client billing and account access?
The hosts say billing should go on the client's own card, and the client should receive login credentials to see billing, ads, traffic, and CTR directly. This transparency lets clients review the same reports at the same time as the agency and builds trust.
Why is negative keyword research important in pay-per-click campaigns?
Negative keywords prevent ads from showing for irrelevant searches, stopping wasted spend. The hosts say many campaigns they take over have few or no negatives. They recommend doing negative keyword research at the same time as regular keyword research, and reviewing and adding negatives at least twice a week.
In their words
That click is five bucks in Google. It's probably 180 in Bing or less.
Charles Lewis
immediately dropped it to 3K, plus our 15%. And within two weeks, he saw a significant increase in business.
Chris Burris
Terms defined in this episode
- Remarketing
- A form of display advertising that shows ads to people who have already visited your site, described by the hosts as getting very popular at the time of recording.
- Quality Score
- A Google metric where a better score lowers ad cost and raises placement. Improved by matching landing page content to the ad group and ad text.
- Dynamic Keyword Insertion (DKI)
- A Google Ads feature that inserts the user's searched keyword into the ad title or description, where it appears bolded.
- Do Not Track
- A browser standard being developed by the Digital Advertising Alliance that the hosts say is really about Do Not Target, meaning preventing targeted ads based on browsing behavior.
Full transcript is being added.
This episode answers
Matthew Bertram
AI keynote speaker · Owner & CEO, EWR Digital · President, ModalPoint
Matthew Bertram is an AI keynote speaker, creator of DIG™ (Digital Information Governance), and owner and CEO of EWR Digital. He helps energy and industrial leaders win visibility in AI search (GEO and AEO), is President of ModalPoint and CMO of the Oil & Gas Global Network, hosts The Best SEO Podcast, and has authored eight books including LLM Visibility. More about Matthew Bertram.
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