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 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.
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.
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, [...]
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, [...]
In another odd PPC move, Google appear to be testing PPC adverts not targeted to the search query but ‘related’ to it.
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