- “You just launched your PPC campaign, now what?”, says Shimon Sandler. Shimon gives excellent ideas for a post launch PPC process. We use some of these ideas here at Hanapin Marketing and they truly enhance the quality of our PPC campaigns and customer satisfaction.
- Take it from the Multivariate Testing Expert, Jonathan Mendez, as he gives his secrets to MVT success. See how Jonathon’s six step can help your landing pages for PPC!
- In this post, John Ellis discusses how important PPC is to a holistic marketing campaign. His points on how ad testing, geo-targeting and keywords provide great marketing data are well worth the read!
- Once you get past Jeff’s sports team metaphor (*wink*), this is a great lesson at the PPC Book on discovering how relevant your website/landing page is to your keyword list. He explains how he did his initial keyword research, then used Google’s Website Content tool and discovered that his keywords were nowhere to be found. Jeff’s point is - use this tool to help you create the right page architecture and build content around your campaigns and keyword lists!
- Even with all of the quality score initiatives implemented by Google (and Yahoo & MSN), we still have to keep in mind that PPC is still an auction-based system. Just in case you need a review on how Google’s auction system functions, here is a quick recap.
- As you know, we are firm believers of increasing your PPC relevancy with every opportunity. Looking for additional ideas on how to even better target your ads? Dave Szetela has written an interesting article at Search Engine Watch on increasing your PPC ad relevancy for the content network.
- We are all about landing pages. In fact, we post about them all the time! And today is no different. The Post-Click Marketing folks have published an interesting article that discusses three different ways in which people can expand the total number of landing pages they produce.
Related Posts:
PPC News Roundup - 5/18/2007PPC News Roundup - 5/30/2007PPC News Roundup – 7/3/2008PPC News Roundup - 6/27/2007PPC News Roundup for 7/16/2008
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May 14th, 2008 at 7:59 pm
LOL - Thanks for the link Amber, and I apologize for the overcooked sports metaphor. I can’t help it, I watch too much ESPN.
May 15th, 2008 at 6:30 am
No problem Jeff! Keep the metaphors coming! ( ;
May 21st, 2008 at 11:48 am
Hi, Amber — thanks for the link to my article on 3 ways to scale landing pages.
The main idea I was trying to get across was that there are three different ways in which people expand the total number of landing pages they produce:
1. They add more pages to a test. So instead of just doing an A/B test on two different pages, I might try 4 different pages, or 8 different pages. However many pages I add to this test though, it’s still really only one landing page as far as a respondent is concerned. This is TEST SCALING.
2. They create many different landing page “destinations”, where each destination is crafted to be very specific to a particular ad. For example, instead of sending ads 1, 2, 3, and 4 to the same landing page A, I might send ad 1 to landing page A, ad 2 to B, and 3 and 4 to C. This is HORIZONTAL SCALING. Or, as I like to think of it, matching The Long Tail of ads to a Long Tail of landing pages.
3. They create landing experiences that are more than one page — they’re more like microsites or conversion paths that might be made up of two or three or five pages connected together. These are deeper and more sophisticated than the stereotypical one-page landing page. This is VERTICAL SCALING.
My article was attempted to distinguish between these three different types of ways in which landing page initiatives are “scaled up”, since they each have their own challenges and opportunities.
In practice, a marketer would typically be scaling on all three axes in parallel.
Is this a better explanation? Or have I just muddled the waters further?
May 21st, 2008 at 1:03 pm
Hi Scott. Thanks for the clarification!
Nope, you didn’t muddle the water!