In my opinion you can never read too many blogs on how to better set up your geo-targeting PPC campaigns for local search. The YouMoz blog goes into detail on how to set up and structure your PPC geo-targeted campaigns to get the most traffic and quality leads.
Check out Google’s new ‘place pages’ where instead of Google showing you a large bubble when you click on ‘more info’ on a business listing in Google Maps, it takes you to a new landing page apparently, with more information there. Check out SEO Roundtable’s post on this and check out their example listing page. Pretty Cool!
Don’t trust your keyword tool! Tom Demers recently posted on the Search Engine People blog about just why you can’t put all of your eggs in one keyword tool basket? You know what I mean. It’s a good discussion covering reasons to use keyword tools, tips for successful implementation of your research, and cautions.
A use of multiple keyword research tools will give you the best results – as each tool has its special features. Search Engine Land posted this week on, New Google Keyword Research Tool, which integrates features from other tools Google has been releasing.
Ah, the broad (session-based) matches listed in your AdWords search query report. It can be awfully funny to read them, but…it’s not so funny to pay for the clicks they sometimes generate. And though it would make my search query report days less entertaining, I agree with Elizabeth Marsten at Portent Interactive- it would be excellent to be able to opt out of this somehow.
And thinking of broad matches, Josh Dreller has continued his excellent “In the Trenches” series with a new article on Query Mining for Gold. This is a Q&A with Craig Danuloff of ClickEquations. They discuss the pitfalls of broad match and how can avoid them (to a certain extent).
Many of the Post-Click Marketing Blog’s articles are short in stature but tall in content. Does that even make sense? They’re not very long but they’re thought-provoking. The latest article written by Scott involves the two types of relevancy in online marketing: expected relevancy and serendipitous relevancy.
When paid search metrics like conversion rate vary, it’s up to us to look at the data and try to figure out why. Sometimes, though, these variables are unable to be explained – and we call this “noise.” Noise can interfere with the real pattern of the metric we want to see, which we call “signal.” Understanding statistical noise versus signal can help you determine if a variation in performance is a fluke or worth looking into.
In order to get the best results from your PPC campaign, it is important to always test new things. Test keywords, ads, settings, budgets, keyword bids, etc. - if it is something you can change, you should test a variation. The trouble is, it is often difficult to determine if the change you made is really a success or if other factors are contributing. For instance, maybe you increased bids and saw an increase in conversions – we can assume the bids are the reason for the boost in conversions, but maybe your competitors pulled back their budgets allowing you to capture more of the market so really your bid adjustments didn’t have anything to do with it. There hasn’t been an easy way to isolate changes and test performance to see if one change really makes a difference, until now.