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PPC Optimisation Tips: Based on Arnold Schwarzenegger Quotes
I was challenged with writing 5 PPC tips based on popular Arnold Schwarzenegger sound clips. Why? Because marketing inspiration comes from a variety of sources and Ahnuld is an absolute gold mind of life wisdom (as expressed through his acute acting talents).
For anyone who would like a recap on the 100 best Arnie quotes, check out this [...]
the low hanging fruit: why more clicks mean lower conversion rates
The value of different audience groups and search queries can be drawn on a sliding scale from the absolutely, guaranteed, desperate to make a purchase user to the zombified passive browser who coincidentally stumbles across your site. Naturally, most new PPC campaigns will focus on targeting the former, and if not will soon be stripped back to these core terms. We’re playing it safe, picking the low hanging fruit and spending the budget in the areas we’re confident will drive the most sales.
Impression share metrics at ad group level
Possibly the most exciting PPC news in months? Well, exciting for me anyway – Google has announced that from the end of January the Impression Share metrics will now be available at Ad Group level. One of the key elements of Adword’s success is Google’s balancing of available data – giving just enough data while keeping a lot of the insight hidden, pushing advertisers to work hard at trial and error and rewarding those who invest. Being able to identify ad impression we’ve lost out on at ad group level will help us hone in on the areas with poor relevance easier.
Adwords is CPM: Why CPC doesn’t mean free impressions
The cost an Adword’s Advertiser pays may be laid out on the bill as technically paying on a Cost Per Click basis, but in truth Adwords is cleverly setup so advertisers are actually paying on a CPM (Cost Per Thousand) basis. This is important for Advertisers to understand as CPC can seem like a no-lose situation, [...]
Visible Quality Score A Tale of Two Cities
Time to get a bit geeky about PPC! This isn’t client related but just an interesting insight into what happens when you read between the lines of Google Adwords. Although Quality Score is the magic number in calculating an ad’s position and CPC, the quality score we see can’t be relied upon to make important judgements. In fact, [...]
Another Google Test: Are you related?
In another odd PPC move, Google appear to be testing PPC adverts not targeted to the search query but ‘related’ to it.
Ad Sitelinks: More Than a CTR Booster
In November 2009, Google introduced the ‘ad sitelinks’ feature which allows advertisers to enter up to ten sitelinks to appear under any advert within a campaign. When AdWords first launched this feature last year, I immediately added sitelinks to a generic campaign which mostly used the homepage as a landing page. The top 4 sitelinks covered the 4 most popular product ranges on the site. On day 1, the click-through-rate improved by 12% compared to the day before.
LINK: The cost of changing AdWords accounts
One for the AdWords quality score geeks: Interesting case study of an advertiser who just duplicated a long established AdWords account into a new account.
LINK: Do New Advertisers Pay 4x More Than Established Advertisers? | Search Engine Journal.
This is obviously just one case study. We’ve always known there is a pain barrier that [...]
Quiet News Day: You are listening to…erm…Tim Barlow?
It’s fair to say I have a little way to go before I become Pete Tong, but of late, I’ve been getting some real exposure to the radio-type format that is audio podcasting.
This is thanks to a new residency slot on the Social Media Podcast. (Cringing whilst writing the word “residency”, but hey [...]
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