It seems to have been a really rather busy few weeks for Google, withhem testing new appearances and variations of PPC advert display all over the place. Here’s a summary of the changes we’ve seen popping up recently:
Change to Google SERP increases the visibility of the top 3 pay-per-click spots by about 30%…
You can follow best practice guidelines, adopt recommended systems and try to institutionalise the whole process, but at the end of the day every client, every campaign and every search engine user will always be different. But throwing caution to the wind, here’s my interpretation of how a PPC campaign can be managed.
Google may getting a little too big for it’s boots. If I type something into the search box and hit enter then shouldn’t I at least be given the courtesy of being shown results what I’ve typed – the words I carefully considered for purpose? Well now Google seems to be manipulating search results in a hidden way by not telling me they had omitted a word from my search query until the bottom of the second page of results. Are they playing a sneaky game that could increase your advertising costs?
There was I, thinking of writing a lovely interesting piece on punctuation in paid-search keywords after coming up against a few tricky special characters, only to stumble upon this rather tidy little summary by the Search Agents<.
In another odd PPC move, Google appear to be testing PPC adverts not targeted to the search query but ‘related’ to it.
It seems as though Google is considering inserting 5-star rating into paid search results, and has begun testing it in selected results. From the examples seen so far it appears to be drawing through Amazon product ratings, but there is potential for using a wide range of website rankings. What chance of Google showing us Ebay seller ratings, or property reviews for accommodation results?
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