Microsoft’s adCenter blog recently published a blog post about MSN’s keyword normalization & how this can cause duplicate keywords in your adCenter account. The way they put it, you can’t upload keywords they normalize as the same keywords into an adCenter account. However, I recently took over an adCenter account, and I’ve found this to most definitely not be the case.
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Thanks for joining us on another week-long series here on PPC Hero! Hopefully after this week you are ready to start thinking about implementing ad testing in your own accounts, or maybe you’ve already decided to jump in. (Hey, we can hope, right?)
Here’s a recap of all the posts we covered this week for quick reference if you need it:
Can relying on interface data, specifically lead numbers and CPL significantly hurt your PPC accounts’ performance? The following is a case study that sheds light on exactly this, and will show you why I have cut down on the time I spend looking at that data in the AdWords and adCenter interfaces.
The final installment to this month’s PPC Hero series on Ad Testing Made Easy will focus on covering why ad testing can be difficult and why it is so important to keep at the top of the priority list in lieu of those challenges.
Challenges
It’s probably obvious based on the
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This week we had the pleasure of hearing from Shawn Livengood, Online Marketing Manager at BuildASign.com and author of the blog PPC Without Pity. Shawn will be speaking about Account Structure at Hero Conf (April 16-17, 2012, Indianapolis, IN). In the following article, Shawn discusses how his degree in Information Architecture has helped him in PPC Management. Remember if you register for Hero Conf, not only will you hear more from Shawn and other paid search experts …
I’m going to apologize right off the bat for this tired cliché, but not all keywords are created equal. There are, in fact, tons of keywords you don’t want anywhere near your campaigns, driving ‘bad’ traffic to your website.
In order to raise your overall quality score and prevent this ‘bad’ traffic, you’re going to add some negative keywords at some point.
“How can traffic be bad?” you might be thinking at this point, and believe me, I hear you.
Consider this, if …
"We accept your mission!"
In the third installment of our series, Ad Testing Made Easy, I’ll be talking about implementing your ad test. After reading Felicia’s post yesterday, I’m sure it’s safe to assume you accepted her mission and are ready to dig in and implement some ad testing. So, where do you start? Where do you end? This is …
Sometimes you’re dealing with huge data sets when you run PPC accounts. This can make Excel really burdensome at times, and difficult to digest. So on this week’s Whaddya’know Wednesdays, Sean Quadlin shows you how to use pivot tables to make all of your huge data sets more digestible.
Welcome to the second part of our series on Ad Testing Made Easy. Your mission, if you choose to accept it, is to better your account by implementing proper ad testing. Today’s topic is how to set up proper ad testing in both Bing and Google.
When most people think of testing results for Facebook Ads, they think in terms of boosting click-throughs — getting higher response rate by using the right picture and saying the right things. But that’s an incomplete picture.
Don’t get me wrong: boosting CTR IS a good thing, but your goal should be to optimize the total process, at each stage of the client acquisition funnel, not just to widen the mouth of a leaky funnel. And it’s at the stage of …
