The keyword to me is the absolute best targeting method of any advertising in history. That was initially named GoTo.
You had a lot wifesharing podcast brand marketers who used to measure impressions. The ad is what really matters on that. You had a big list of keywords and you could have that go to individual keywords, whatever you bid it was a simple auction where you paid a penny more than the person below you, all bids being exposed.
If wifesharing podcast one clicks on it, you pay more, we're not going to show you. You'd pick your keywords and you'd just show a banner at the top. It used to be one of the big selling points for it was that small businesses could compete equally with big businesses because it wasn't all about cost, it was about quality and relevance.
We were speaking in London at the first Hero Conf London inand we grabbed a cab together after our speaker sitting. In this episode, we look at the evolution wifesharing podcast the keyword by interviewing three brilliant guests, and thinking through what the keyword is, how it has changed, and how we should think about its place in PPC moving forward.
And while those two things are still important at this point, it's also definitely very much about cost. Now then inGoogle initially launched paid search, but it was a CPM based system. It was a bit surreal, and if I remember correctly, I think Brad even paid for the cab. And for some words, this was incredibly cheap. At that point, no one really knew what this was. I feel like we might be headed in a direction where wifesharing podcast continue to migrate, or evolve, or devolve. One, they had a better concept of ad groups, which we still think of it's the ad, what's in the ad group describes the ad.
And they did two things which really sort of changed the world of paid search. Wifesharing podcast could change this or I could let this ride. You'll be challenged, and possibly a little perturbed at times, but hopefully it will make you think.
Deception, communication, and wife sharing.
Brad is who I like to jokingly refer to as the godfather of PPC, but the good kind, not the mafia. For 23 of the 25 years that the paid search marketing channel has been in existence, the keyword has been nearly synonymous with PPC. Up until recently, when someone said they worked in PPC, it wifesharing podcast they bid on keywords in auctions.
My wife was with me and I remember this surreal experience of thinking to myself as we sat across from each other in the back of a London cab, I'm in London with my wife sharing a cab with Brad Geddes. Want to keep learning about Smart Shopping? To really wifesharing podcast what's changing though, let's briefly pause to consider the history of the keyword. About, oh gosh, maybe a year and a half later, GoTo launched the wifesharing podcast bid system. That whole auction morphed into quality score, which of course we all know what quality score is today, and they brought the landing in and just had various iterations over the years.
Anyway, back to it, and happy reading…. And I think we fell into a lot of that with keywords, that we suppose that people's language and what they were using for search was literal.
So click-through rate being, hey, this is how relevant your ad is. Back to the keyword, when wifesharing podcast visits Google, or Bing, or DuckDuckGo, etcetera, and type something into the search bar, that's called a search query or a search term. And they tell the system how much they're willing to pay when a potential customer clicks on their ad in the SERP. I mean, they're telling you what they want and then you could read out things about who they are, when they want it.
And all these competitors bid bucks, because that was the highest you could go then. And so they would buy terrible keywords, for the wifesharing podcast of if no one clicked they would get impressions. It turned into Overture, which then turned into Yahoo Panama for your old school people who remember what Yahoo Panama was before they dropped it, and it became just Yahoo paid search.
But that was what Google brought to the table. I mean, there is no targeting that comes close to this. And so sometimes it's just sort of out of reach, certain keywords can be out of reach for specific companies. Listen on Spotify.
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I think a tricky thing about keywords is just that the price continuously goes up, you never see it come down. Our hope is that through these conversations with professionals wifesharing podcast the digital marketing space, we can gain a better understanding of what is happening in the digital landscape, and better prepare all us for the future. I got a call from my competitor who wifesharing podcast us to lower our bid. Really, I sing its praises. PPC came of age around the keyword because of its unique targeting capabilities. I remember the first time I really got to know Brad in person.
SoBill Gross out of Idealabs, founded the idea paid search. It's just amazing. And the auction initially, it wifesharing podcast click-through rate times cost per click. It also comes with exclusive access to a private Shopping Facebook group where you can discuss Shopping with your classmates, and get questions answered directly by Wifesharing podcast himself.
Okay, hold up, what's a SERP? And so then later in the year they launched their self-serve paid search program. Now, for those of you in the space who are unfamiliar with this idea, paid search advertisers select certain words or phrases that people are typing into search engines like Google, or Bing, or Amazon, or saying in this modern smartphone-based world.
Listen on Apple Podcasts. And you had to even maintain minimum CTRs, which meant you could have keywords that were too broad, couldn't get your CTRs, they'd be disabled. The latest edition still being a must-read for any new PPCer in my opinion, since it includes philosophies and a history of PPC, that's put in way only Brad can put it.
And you could literally graph out when people changed bids.
I recently caught up with my friend, Brad Geddes, to reminisce over his memories of search since Brad's been doing PPC longer than just about anyone I know. But the purpose of this podcast, is to look at assumptions, best practices, and philosophies of PPC especially around the theme of my book wifesharing podcastand question whether we should still see them the way we did in the past.
One day, I'm working with a wifesharing podcast surgeon, and you would often watch how stupid people would bid. On today's show, we'll be learning all about the almighty keyword, it's past, present, and future.
It is someone who's sitting down saying, I want to know about this right now. And so you had things like bid jamming and gap surfing were wifesharing podcast technique that have just been lost over days. Listen on Google Podcasts. Originally when Google was created back in the day that it was AdWords, back in the good old days.
Essentially he knew people were typing in keywords and he got, I don't know if it was a patent or it was a patent pending whatnot on it.
If timing is everything, the keyword is the mic drop of marketing. And so in, gosh,when I opened my first paid searchwe actually had to call them, they didn't have an online stuff open.
🎙episode 1 - ppc pondering podcast - evolution of the keyword
The next bid being about 15 something dollars. We're a micro-agency of experts, with a singular focus on Paid Search Advertising. We're delighted to share with you our first podcast episode, and we thought we'd start it off with a bang.
More than anything else was this concept of the ad groups and the CTR or quality score. Amy owns Cultivative Marketing, and is someone wifesharing podcast hear from again. Here's Brad again, with his thoughts on the keywords value. And so you would sit there and watch when people changed their bids and make timestamps, saying, okay, here is when people changed their bids, we're going to bid after this by five minutes.
You could reach a specific individual, asking a specific question, at exactly the time they wanted to learn the answer. There really hasn't been another targeting method that I'm aware of in marketing with this sort of unique trifecta of targeting power before.
And I also just wifesharing podcast he's a great storyteller.
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And at first it was 12 bid changes a day. Grab the course now! And the doctor called me one day and said, "Brad, I got the weirdest call.
What could be better than this in marketing? We're able to place monetary value on wifesharing podcast exact words that people are communicating to us as to their interests in our products or services. Wifesharing podcast when applicable it is matched up to specific keywords that advertisers are actively bidding on.
When I first started in PPC, working as an in-house marketer in a little e-commerce dropshipping company, I was immediately drawn to the keyword as a targeting method. They all start with C, don't they? There's a lot more to it than that. And so this then went on for a while, a little more advanced, but not a whole lot.