PPC Tips in 2013 & Cost Per Acquisition

In search marketing, one thing is sure; combining both a PPC and SEO strategy can lead to optimum results, visibility and website monetization.  Of course every industry or business owner may have different variables to consider – whether to put more money into a PPC campaign and if so, should a Cost Per Acquisition model be considered?   What about budget concerns?  Companies with bigger budgets may be able to dabble and test the both media, while smaller businesses may have to be “thriftier.”

At SearchDecoder.com we strive to provide solutions to such dilemmas and sat down for a PPC video tips interview with search expert Mike Kujanek, co-founder of SearchMarketers.com to discuss top PPC Tips in 2013.

Mike Kujanek SEMMike (@MikeKujanek)  is responsible for top-level paid media relationships between SearchMarketers.com and its clients, comprising its capabilities in paid search, mobile, and display media.  He also supports all business development efforts.  Mike started his career in advertising sales at Google and has worked most recently at Covaroio, GroupM/MediaCom, Did-it Search Marketing, Volkswagen of America and General Motors Europe.

 Seven Effective PPC Tips in 2013

  1. Have a granular structure in place that builds out your campaign thematically
  2. Plan out ad groups based on match-type segmentations
  3. Each ad group should be narrowly thematic
  4. 3 – 10 keywords per Ad Group
  5. Ad copy should speak specifically to what the customer and user intent should be when using a keyword
  6. Pay attention to quality score for Bid Management
  7. Leverage automated bid rules through Google or a third party



Cost Per Acquisition Marketing (CPA) vs. Cost Per Click (CPC)


These are different ways in which to price media buying.  CPC is the traditional form of search advertising where you bid for keywords and pay for every cost per click.  Therefore, every time someone clicks on your ad.  You can set daily maximums to define how much you are willing to pay.

You can also specify your maximum CPA bid as well; however, you pay per sign up, conversion or purchase.  WordStream simply states it as, “a means of controlling advertising spend. If you want to be sure that you’re not indiscriminately spending money on terms that aren’t driving business, CPA offers an opportunity to control ROI.” Mike Kujanek explains this more and highlights some examples of businesses that can fit this model in the video interview.

PPC and SEO Reciprocate and Complement each other

According to Kristina Kledzik, of Distilled and writer of, “Why Should PPC be a part of your Online Strategy: “SEO is long term: you’re never going to get immediate results.  With PPC, you absolutely can.  But that’s what makes them great together: they have opposing strengths and can fill in for each other.”

Mike Kujanek is an advocate for both and says that they reciprocate and complement each other.  We at SearchDecoder.com tend to agree with this view – check out our latest blog post on how to best synergize your SEO & PPC strategies.

 Key Takeaways:

  1. Make sure you are following SEO best practices
  2. Understand how best to orientate your SEO efforts
  3. Start a PPC Campaign
  4. Understand your gold keywords or terms that work best for your business
  5. Let the insights from paid search feed your SEO strategy

Please be sure to subscribe to our YouTube Channel for upcoming Insider Tips.

Keisha Stephen-GittensKeisha Stephen-Gittens (@KeishaSG) is enthusiastic about digital marketing and is currently completing a graduate degree at New York University in Integrated Marketing. Before becoming an NYU student she worked at McCann Worldgroup in Trinidad and Tobago. One word that describes Keisha: effervescent! Learn more about Keisha here.

3 replies
  1. Amy Kelly
    Amy Kelly says:

    This is a really great post and full of information. It just goes to show you that any one media or channel can not act in isolation and an integrated effort is truly required! I am interested in this “gold keyword” idea since keywords are the foundation of the search engines.

  2. Matthew Capala
    Matthew Capala says:

    Great point on synergizing PPC and SEO. In a study of their own, Google determined that 89% of paid search clicks are ‘incremental’ while roughly 66% of all ad clicks occur in the absence of an associated organic search result.

    In addition to the incrementality of its traffic, Paid Search offers what organic listings cannot: marketing. As customizable ads, Paid Search allows for control over specific messaging as well as control over Landing Page destination. In addition, Google has and continues to provide advertisers with an array of performance boosting ad extensions such as: Sitelinks, Seller Ratings, Product Extensions, Call Extensions, Locations Extensions etc.


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