PPC News Roundup for April 9, 2008

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The future of advertising will soon arrive (in Q3, 2008)! At least according to Yahoo. Recently, Yahoo announced AMP, a new advertising platform that will revolutionize my life and yours (according to Yahoo). Right now, the video they have posted to the site is geared toward publishers, and not advertisers. Is AMP going to be available on both sides of the coin? If AMP isn’t going to be Yahoo’s answer to AdWords Editor, then they need to get one soon!

When writing your PPC ad copy you are always looking to highlight your UPS: unique selling proposition. Kenneth at Mind Valley Labs has written an obiturary for the UPS as every market continues to get more and more saturated with competition and competitive marketing messages. But he has proposed a new to appeal to customers: UEP – unique emotional proposition. I have a few clients for which this could be very appropriate!

The Google Quality Score vs. The Human Quality Score: let the debate begin, or continue! Actually, this is a very good post from Scott at No More Landing Pages. The core idea of this article is that you need to design landing pages for humans, the people who are actually going to your site – and not for the Quality Score. What it comes down to is design your landing pages for your customers, plain and simple.

The big news this week is that Yahoo! has purchased the analytics software company behind IndexTools. If some of the rumors are true, it would be nice to get another free tracking option to pair with Google Analytics.

Jeff Hudson over at The PPC Book posted today about a call tracking service in Google AdWords. Wha-wha-what??? I haven’t seen this in my accounts yet, but I promise you I’ve already sent an email to my AdWords rep! Call tracking is a great way to track offline customer response, and a free option would be spectacular.

The adCenter Community blog does a nice job of explaining why and how you should target non-brand keywords in your PPC account. This post is for advertisers who have either zero brand equity or have already tapped out all possible brand keyword variations.

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  • http://blog.postclickmarketing.com/archive/2008/01/27/5-Fundamentals-of-Great-PostClick-Marketing.aspx Scott Brinker

    Hi, Amber. Thank you for the link to my Google Quality Score post. Definitely a topic that generates passionate debate. Vaguely reminds me of the debate about Ph.D. students: those who “do well in class” for the grades, but don’t necessarily produce breakthrough research; vs. those who do fantastic research but don’t get too concerned about grades in coursework. I’ve always heard that professors prefer the latter over the former for the real business of graduate studies.

    I also like the link to the UEP post. When all your competitors are going analytical, to go emotional is a great differentiator (and also vice versa, where applicable).

    Keep up the great blog!

  • http://theppcbook.com Jeff

    Hi Amber –

    Let me know what your rep says about the call tracking service. I still haven’t been able to verify what this is exactly, and Mike from wpromote thinks it’s only for radio ads.

    I agree – sounds very promising though and I hope it’s a ‘real’ offering.

    Jeff

  • http://www.ppchero.com John

    Jeff –

    When I asked our Google rep about the call tracking service, their initial reaction was that it had to do with Print and Audio Ads. My initial reaction was, “Damn!” They promised to look into it further, but I haven’t heard back just yet.

    I put in a request to get ***Free*** call tracking on Google’s radar if it isn’t already. If I learn of any new information, I’ll pass it along!