Moving beyond their recent fascination with pandas and penguins (can "project platypus" be far away?), the "do no evil" crew is at it again. This time around, team Google will be releasing an update to their keyword matching behavior, adding a "near match" element to that algorithm which should aid marketers in increasing exposure for [...]

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Understand what Google Adwords' match changes mean and how they impact your bottom line.

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The primary step in using remarketing, and also the most important parameter to a successful remarketing campaign, is placing the remarketing tags on your website.

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Starting in mid-May, Google AdWords will have new meanings for phrase match and exact match, to "include plurals, misspellings, and other close variants". This will be the new default setting, however, you also have the option to revert back to the traditional setting for phrase and exact match keywords.

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It is silly to argue about whether PPC or SEO is the better tactic. PPC is typically only appropriate for sites with a robust revenue model, while all sites can benefit from SEO to generate visitor traffic via better search engine rankings.

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As you start optimizing your landing pages, test the old page against the new page. You can do this in AdWords by creating two copies of an ad that have identical copy and changing the destination URLs. This is the simplest way, but you can get a more fancy with A/B testing. The key is to let your customer decide which landing page is better through voting with their information & dollars.

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People ready to buy, know what they want to buy and search for it in detail. Match that query and deliver on it to boost your PPC campaigns.

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The Google Adwords bid pricing model can lead to advertisers over paying for clicks if they seldom change their bid amounts. Learn how to take advantage of the bid pricing model to minimize costs per click..

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When you consider how difficult the economy is at this time, those are scary statistics. It’s more important than ever to make sure that every penny you spend is working as hard as possible. If you want to make sure that your marketing is as effective as possible, try these tips.

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Since the process isn't complicated, I though I'd share how you can estimate a budget yourself.

For this exercise we'll assume you're going to start with Google AdWords. To get a good estimate, you'll need to answer 4 main questions.

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