This week, Microsoft announced that a new adCenter quality score metric will be available soon, which will have the ability to be leveraged to optimize campaigns across the Bing and Yahoo Search Marketplace. Read the full article…
Archive for PPC
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Microsoft Announces Quality Score Metric
Liz Serafin
10Mar
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Creative Development: You Never Get a Second Chance to Make a First Impression
Jon Legler
Compelling ad copy can mean the difference between making or losing a sale. You have 95 characters to present your business or product and let a consumer know why they should choose you. I think that sometimes we are so concerned with creating keyword-rich ad copy (to improve quality score), we lose sight of the “human element.” While keyword-rich copy will improve the quality score, clickthrough rate is much more important. Try to think like a customer. What would make you want to choose your product? What makes you stand out from the competition? Present special offers, and let the consumer know what they will gain by choosing you with a clear call to action. Also try to avoid jargon and abbreviations where possible. Just because you know what something means does not mean that others will. Now that we have quickly covered some of the basics in creative development, here are a couple “public service announcements” about some new Google policies:
23Feb
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Microsoft’s New Trademark Policy More Like Google’s
Liz Serafin
Microsoft has notified AdCenter advertisers that its trademark policy is changing effective March 3rd, 2011. The changes in the policy surround the topic of bidding on competitor trademark terms as keywords, as well as ability to use the trademarks in the ad copy. Historically, Bing restricted advertisers from bidding on (as keywords), or using in the content of ads “any term whose use would infringe the trademark of any third party or otherwise be unlawful or in violation of the rights of any third party.” In plain language, advertisers were not able to use competitor trademark terms as part of their keyword set, nor were they able to use trademark terms they didn’t own in their ad copy. Read the full article…
16Feb
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Negative Keywords: Be Seen In All and Only the Right Places
Jon Legler
In running a pay-per-click campaign the most commonly stated goal is to show your ad when a consumer is looking for your goods or services. Equally important is making sure that an ad does not show when a consumer is looking for services that do not apply to the advertiser’s business. One way to prevent unwanted traffic is through the use of negative keywords. A keyword will trigger and ad to show; a “negative” keyword will ensure that it does not. This means that an ad will not be served in situations that will drive little or no quality traffic. Once an appropriate negative keyword set has been put into place, improvements in CTR, Quality Score, conversion rate, cost per conversion and revenue can be expected. Now that we have gone over the basics and benefits, let’s dig a little deeper with an example and some advanced options. Read the full article…
21Jan
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Google Launches Enhanced CPC Feature in AdWords
Joseph Kelly
Available in Beta form since March, Google officially launched the Enhanced CPC bidding feature within AdWords on August 16th. The purpose of this new automated bidding tool is to help improve ROI for AdWords campaigns that use manual bidding by increasing conversion volume while reducing overall Cost per Acquisition and the amount of time spent manually managing keyword bids. Read the full article…
30Aug
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Will Google’s Live Update Help Or Hurt Paid Search?
Courtney Keller
Last weekend, SEO consultant Rob Ousbey experienced something new while performing a Google search: results were updated in real time as he entered keywords, changing in the blink of an eye before he even pushed ‘enter’. This streaming search results trial is speculated to be a part of Caffeine, Google’s latest project to make the Web even faster. (See it in action here)
But what does this live update of search results mean for the future of paid search? Read the full article…
27Aug
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Retargeting – Win Back Visitors Who Abandon Your Site
TJ Dinsmoor
You can’t get much more effective than targeting users who have already shown interest in a product with related ads – right?
If executed carefully, the practice of retargeting ads could be a very powerful technique for achieving high conversion rates and bringing back visitors who left your site.
Read the full article…26Aug
