As the holiday season continues, PPCers get busier. Here is a recap of the most helpful blog posts I’ve read recently:
1. Inside Adwords – Understanding Impact with Earned Actions in AdWords for Video (Friday, December 6th Luke Segars)
Inside AdWords explains some new reporting measures that have recently been implemented in AdWords for Video. People who advertise on YouTube with AdWords can now see total earned views, earned view rate, earned subscribers, earned playlist additions, earned likes and earned shares. Formerly known as “follow-on” actions, these additional data measures will help advertisers track further potential customer behavior beyond one viewing of a TrueView ad. Google reports that over 6,000 campaigns have already generated at least one earned view as a result of every two paid views. These new measures could certainly help advertisers track more closely the success of their video ads.
2. Beyond the Paid – Reader Poll: PPC Topics for 2014 (Friday, December 6th Melissa Mackey)
In this post-Thanksgiving post, Melissa gives thanks to her reader base. She would also like to know what PPC topics her readers would like to see her post about in 2014. You can take the poll here: http://www.beyondthepaid.com/reader-poll-ppc-topics/.
3. PPC Hero – 7 Ways to Boost PPC Performance (Friday, December 6th Cassie Oumedian)
PPC Hero’s Cassie Oumedian enumerates 7 main points for boosting a stagnant PPC campaign’s performance. They are:
- Conversion Rate Optimization. Optimize landing pages. Simple things like testing a new font size or using the opposite color on a call-to-action button can improve conversion rates.
- Remarketing for Search. Remarketing for search comes in handy when dealing with terms and categories that are too expensive for a particular business to bid on.
- Ad Extensions – Sitelinks Google and Bing. Keep in mind that Google recently changed their rank algorithm. It now takes into account the quality of your ad extensions.
- Facebook Custom and Lookalike Audiences. Hanapin reports that the CPAs they are getting with Facebook Custom and Lookalike Audiences are 78% lower than on other channels.
- Mobile & PPC Specific Landing Pages. Mobile is here to stay. Specific landing pages for PPC and Mobile increases conversion rates.
- Going Beyond Google – Alternative PPC Options. Bing usually yields lower CPCs (depending on the keyword).
- Location Bid Modifiers. With enhanced campaigns, you no longer need to segment various campaigns by state or region, you can simply adjust the bid modifier by location within individual campaigns.
If an account needs a boost, these 7 tips will certainly help.
4. Clix Marketing – Why AdWords Editor Will Always Be Part of My PPC Toolbox (Monday, December 9th Michelle Morehouse).
In response to some posts about the AdWords editor becoming obsolete within a matter of months, Clix Marketing’s Michelle Morehouse wrote this post. She points out what in her view is the biggest benefit, an offline workspace. Also when it comes to team efforts or passing work to interns, the editor is great because you can check or collaborate on a lot of work before actually pushing it live. Michelle concedes that the editor has some obvious drawbacks, like not supporting all the features of an account, and slow speeds when making a lot of changes without saving or uploading.
Personally I think the editor will always have its place in PPC even if that role changes. Given the wide spectrum of account sizes and specific account needs there will always be situations where it is most useful and situations where it won’t be.
5. Acquisio – Acquisio Partners with Zenya to Provide Unprecedented Scale in Local Search Market (Wednesday, December 4th Marie Lossowski)
Acquisio announced Wednesday their partnership with Zenya, the world’s largest keyword taxonomy. Combining Acquisio’s bid, tracking and reporting automation with Zenya’s localized keyword creation will serve agencies focused on many small to medium sized local businesses. Campaign creation for agencies in that situation will be made almost 100% automatic with this new partnership.
6. Certified Knowledge – Getting Started with Mobile: Strategies, Tips, and Advice from Lisa Raehsler (Thursday, December 5th Lisa Raehsler)
Lisa makes the point that the year of mobile is always around the corner, but never quite comes. Though mobile has arrived, many businesses are still not doing mobile at all, or at least not well. Lisa points out that mobile needs to be explored and tested by each business to see if it will work for them. Many people use mobile at least at some stage of the buying process, whether they finish by walking into a store or purchasing on a desktop device. While Lisa is of the opinion that the year of mobile has not yet arrived, she at least feels that all businesses should be implementing some mobile strategy into their funnel.
7. Search Engine Land – Don’t Miss Broad Match: It’s Come A Long Way (Wednesday, December 11th John Cosley)
Here John points out that when using broad match, the search algorithm is implemented which can help catch relevant (though not exact) traffic. Given that new searches are being performed daily that have never been performed before, broad match can catch things that an advertiser hasn’t thought of. While it’s true that CPAs come out higher when using broad match, it can still add profitable volume if done correctly. John remarks too that broad match has undergone a lot of tweaking since the early days when it was known to yield low-quality clicks.
8. The Search Agents – Sluggish Black Friday Sales Give Way to New Shopping Trend: Cyber Week (Friday, December 6th Taylor deDiego)
Retailers appear to be expanding Cyber Monday into Cyber Week. Promotions and deals have extended from just one day to seven full days. This is probably due to slower than usual Black Friday sales this year, since reports seem to show slowdowns in 2013. While it could just be another ploy to boost sales, consumers seem to be responding well.
Hope this helps you all stay sharp. -Sam Turner