Usually in PPC, the goal is to get the best return from a limited budget. But when you get a client whose goal is to dominate the market and get as much profit as possible by spending as much as possible, you run into the problem of limited PPC impressions.

If you haven’t struggled to get more impressions before, here are a few pointers:

• Budgeting more than you can spend does not guarantee your ad shows 100% of the time
• Only one ad per account can show for any one keyword
• AdWords’ Double Serving policy is fairly clear but they reserve final judgment on a case by case basis

Just Maximizing Spend Does Not Get You All The Impressions in the World

This can be baffling to clients. “You mean we’re spending as much as they’ll let us, and they aren’t showing our ads every time anyone in the world searches for our keywords?” Yes, that’s what I mean. We’ve seen accounts only receive 20% of available impressions for their favored keywords despite an unlimited budget.

“Why can’t we get more impressions?” Well, no matter how much money you have, you’re not the only advertiser in the world, and Google is trying to show everybody’s ads. They’re also trying to maximize their earnings. I suspect this is about more than just CTR and CPC, possibly yet another mysterious Google algorithm.

5 Ways to Maximize PPC Impressions

There are a few more ways to maximize impression share (the % of all available impressions for the keywords you’ve chosen) besides increasing your budget:

1. Ad Quality: This is about quality score, which is really about CTR, which is really about choosing the right keywords, creating granular ad groups, and write and testing good ads. Negative keywords help. Keywords in ads help.
2. Accelerated Ad Delivery: This option is found in Campaign Settings. AdWords doesn’t guarantee you’ll get all your impressions if you use the standard delivery rate. Accelerated increases the likelihood you’ll spend your daily budget every day. For more, see Google AdWords Help : Which ad delivery option is best for my campaign?
3. Increase your bid: This is one contributing factor in ad position. AdWords gets squirrelly on the phone when you try to nail down whether or not higher ranking ads get more impressions.
4. Adjust keyword match type: Broad keywords generate more impressions than phrase, and phrase more than exact. Broad keywords are not such a big relevancy risk if you use negative keywords. And the advertiser who’s looking for market dominance might not mind some of the realities of expanded broad match.
5. Adjust regional or placement targeting parameters: Although query parsing may make your ads available beyond your geotargeting, geotargeting definitely limits impressions. Relax these, or at least create complimentary campaigns for other geotargets then optimize your spend across them.

source, by Brian Carter

This is an article for those who need to learn something new, and want to use all possible SEO channels to drive more traffic and to gain more customers. This article will prove what “real” SEO value is to be expected from services like Twitter.

Does twitter Pass Any Link Juice?

Since Twitter started gaining popularity the question about its “SEO value” has been on the minds of many webmasters who obviously want to boost their placement into Google’s SERPs. But using Twitter for “link juice” is a lost battle in Google’s ranking methodology.

Twitter adds a “nofollow” attribute to links submitted by its users. The “nofollow” attribute advises Google, and a few other search engines, to ignore the link. Some of these follow the links but exclude them from their ranking calculations (Yahoo!, Google); some ignore the links completely (MSN). The only known search engine that doesn’t comply with Google’s “nofollow” at all is Ask.com. This example alone shows that Google’s algorithms are not the gospel for all search engines.

According to compete.com, Ask.com owns about 2.5% of the search engine market share. The same source shows that in November 2008 there were 255 million search queries on Ask.com. This is nothing compared to 7235 millions on Google, but can you seriously disregard a source of such traffic? Ask.com is a potential gate for visitors that could convert into customers.

So let’s ask the question again, shall we? Does Twitter pass any link juice? For Ask.com it does.

Do tinyURL Shortened URLs Have SEO Value?

The short answer is yes. TinyURLs are dynamically created URLs that redirect users to the real URL via 301 (permanent redirect). Search engines do not index TinyURLs, but index and pass PageRank to the actual URLs instead. The problem with Twitter, as we already discussed, is the “nofollow” attribute added to all submitted links.

Are There Any Other Possible SEO Advantages with Twitter?

As I already said, SEO is not only about building links. Optimizing a site is about creating and promoting content that can be regarded as a resource. “Creating” is “onsite SEO.” “Promoting” is “offsite SEO.”

Every time you submit your site to a directory you “promote it” – meaning that you do “offsite SEO.” Every time a link to your site is published somewhere on the web a gate to your site is being opened. People don’t care about “nofollow” attributes. If they see a link and they think the content it leads to is interesting, they follow.

When visitors land on a page from an exterior link some other metrics are affected: number of unique visitors, number of page views, and time on site. These metrics matter for the search engines more and more; since all other variables are so easily gamed (links and keywords are all subject to spam and black hat SEO strategies).

To make a long story short: although Twitter is a social media tool meant to create community and relationships, it does have an SEO value. For example, Twitter can affect positively your Alexa rankings by sending visitors to your pages. Usage data is a sign of quality for Google and all the other search engines. If you can make people come to your site via Twitter, then this is an SEO advantage you cannot afford to miss.

source, by Mihaela Lica