- This is the first I’ve heard that Google and Yahoo may be including SEO rankings and tactic history to PPC quality score…
- A good post on things that seem to matter in PPC but don’t. Examples are average CTR, top spot, and # of keywords. They talk about competitors – not needing to see their bids or their keywords but don’t give a good or thorough explanation of why.
- There’s a great blog on search engine guide about MSN turning off advanced query syntax in the search engine such as link:, linkdomain:, and inurl: that was causing “mass automated …
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Archive for March, 2007
PPC News Roundup for March 30, 2007
March 30th, 2007 | Amber | PPC News Round Up
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Positives of the Negative: Using negative keywords to enhance your campaign’s performance
March 30th, 2007 | Amber | Basic PPC Strategies
Using negative keywords in your campaigns allows you to filter out unwanted or irrelevant traffic to your site. Negative keywords eliminate the chances that your ads might show up for a keyword that you don’t offer. Negative keywords can help you control the clicks you receive, so they remain relevant clicks, and you’re only paying for relevant traffic.
Of course, you don’t want to overdo your negative keyword list; therefore, it is important to do a little negative-keyword research first. In Google, under the Keyword tool, you can enter keywords for your ad group that are relevant, and if you click …
Yahoo! Performing System Updates This Weekend
March 29th, 2007 | John | Yahoo! Search Marketing
Yahoo! notified advertisers this week of system updates that will be taking place this Friday and Saturday (March 30th and 31st). As is standard practice with system wide updates, the Search Marketing platform will be ‘frozen’ during the following times:Friday, March 30th from 8 pm Pacific Time to 2 am Pacific TimeSaturday, March 31st from 3 pm Pacific Time to 9 pm Pacific TimeRest assured that come Monday morning, I’ll be perusing my Yahoo! PPC accounts for any cool new changes.
When Broad Match Is Just TOO Broad
March 28th, 2007 | John | Advanced PPC Strategies
There’s an interesting thread at SEM 2.0 seeking thoughts about paid-search marketing “woes” in relation to Google’s broad-matching technology. What spawned the discussion was a blog post from Rimm-Kaufman that explained how Google’s broad match has been expanded to include “extended match.” The obvious change in search-query permutations and phrase orders inspired this statement:
“[T]he combination of ‘extended match’ and quality-score-based auctions means [Google] can pretty much serve any ad you have on any search related to your category. The result? Higher CPCs, less traffic because of the less-targeted copy, and lower conversion rates because the landing pages are …
It Ain’t Easy, but You Can Move Keywords in Panama
March 27th, 2007 | John | Yahoo! Search Marketing
Of all the great strides that Yahoo! has made in simplifying keyword management, they missed a big step in the process with Panama: They took away the ability to move keywords with historical data. Within the Panama interface, it is impossible to move a keyword from one ad group to another without deleting the keyword and reinserting it in a new location. Various calls by our staff to Yahoo!’s support have covered this topic.
One possible solution to this problem is to move an entire ad group if it makes sense to relocate it to a new …
PPC News Roundup for March 27, 2007
March 27th, 2007 | Amber | PPC News Round Up
- What Makes Us Search Online To Buy Offline?
- Microsoft Search Share Troubles
- New Wordpress Plug-In, Recommend It
- 66 Ways to Link Build in 2007
- Search Engine Smackdown
- Challenge to Jason Calacanis
- Top 10 favorites for AdWords Editor
- Keyword grouper
- Yahoo click quality czar
- Yahoo: 92% of Conversions Happen Offline
- Google is testing a “Search PPC” option over the right hand sponsored listings in the SERPs
- Part one of a series of tips on performing PPC audits, for agencies or in-house SEMs
- PPC Results: Break Out by Brand And Non-brand Keywords
- Travelocity CMO Explains Approach to …
The Quality of Dynamic Keyword Insertion
Over in PPC Discussions an interesting question regarding dynamic keyword insertion (DKI) was posed:
“What I want to know is this – since having the search term in your advert improves its relevance (particularly in the headline), does DKI ensure a very relevant advert, or the opposite (does Google penalise you or reward you for using DKI to put the search term in, rather than writing a genuinely relevant advert)?”
Good question. There are two topics to touch upon here: dynamic keyword insertion (DKI) and quality score (QS). DKI within your ad does …
Your Target Audience May Be Larger than You Think
March 26th, 2007 | Joe | Geo Targeting
I have been managing an account that is geographically targeting the Midwest (Indiana, Illinois, Michigan, Wisconsin, Ohio and Kentucky). I created a geo-targeted Adwords campaign, and about a week later I also initiated a campaign that was distributed throughout the entire US. I loaded this national campaign with the same keywords as my regional campaign except I added geo-qualifying terms such as “Indiana” and “Indianapolis” to each keyword (for example: “Indianapolis widget maker”). This way if someone in Texas needs a widget maker in Indiana, our ad would appear. Simple enough.
After allowing my nationally focused ad group to run for …
Panama Is Coming Again!
March 23rd, 2007 | Joe | Yahoo! Search Marketing
I don’t know if any other international PPC agencies, or individuals, have received their notification, but we received our first one this morning: Yahoo’!’s Panama is coming to the UK! The migration letter is the same one distributed to US advertisers (aside from being slightly anglicized) so there aren’t any new developments regarding the migration process. Finally, the USA has an export of epic proportions to volley back at those Brits… of course, The Beatles, Led Zeppelin, the Rolling Stones, and Eddie Izzard are going to be hard to beat, but I think Panama is up for the challenge.
