Our Greatest Hits for February 2011

The page views have spoken! Below we have gathered PPC Hero’s four most visited, and hopefully most valuable articles from February. Whether you’re a new or long-time subscriber, you may have missed these insightful and helpful PPC management tips.

Bryan makes his Greatest Hits debut is first place, with Why and How You Should Rethink Ad Writing and Bidding Strategies.  In this article, Bryan walks us through the changes AdWords made to its URL capitalization rules this past month, as well as the formatting difference for the top-3 ad positions on Google search pages.  But wait, there’s more!  Bryan then goes on to give suggestions for how to adjust to these changes, especially when it comes to bidding and branding.  Even if you’re familiar with the new formatting changes, his further insight is worth consideration!

Erin follows in a close second place with Finding Success on the Google Content Network.  For everyone who has avoided the content network, it’s time to face your fears: as Erin demonstrates, the content network can expand your reach and bring you new audiences you may be missing out on if you only use search.  Erin’s article also helpfully discusses the specific tools and tests that can be applied to the content network, and how to use them to develop new strategies for underperforming campaigns.  This article is a great place to start for content network newbies, and a must-read refresher for anyone who has let his or her content campaigns slip under the radar.

Abby’s Facebook: You Can Lead a Horse to Water… comes in third place this month.  While it may be now safe to say that Facebook has become an expected facet of personal internet use, Facebook marketing is a different story.  Abby tackles this phenomenon front-on, detailing stats and reports describing Facebook’s current standings and projected growth.  She then wraps it all up with some dos and donts of Facebook marketing…and they may surprise you!

…And Erin’s back!  This month, we finish off with her fourth-place article Navigating PPC Trademark Rules.  If you’re confused by trademark rules for PPC, you’re not alone.  They are dense and winding: for example, did you know you CAN bid on a competitor’s name, but CAN’T use a trademarked term unless it’s your own?  That you have to register your trademark with each search engine?  That it’s your job to obtain the permission to use trademarks in your ads?  Erin clearly and concisely lays out these rules and others, as well as what to do if you feel someone is unlawfully using your trademarked item in an ad.  This is a must-read guide for anyone who advertises for trademarked items or clients!