PPC News Roundup for August 17, 2007

  • Fitting a clear, concise message within the allotted 70 characters of a PPC advertisement is always challenge. However, the AdCenter blog has posted some very helpful information on ad composition. Be specific, direct and professional are just a tips they give, and I agree. They also discuss how you can exclude your ad from users by clearly stating who you want to click on your ad, for example, “Homeowners Only.”
  • What do you do with your best performing keywords one advertiser asks? He was told to delete his best performing keywords and move them into a new ad group of their own. However, a Google adviser has a different opinion and suggests that you leave your best performing keywords where they are, but delete or move your not-so-great performing keywords into a more specific, smaller ad group. More here.
  • The Search Marketing Standard is trying to demystify the conversion rate. This lengthy article separates various methods of calculating and increasing your site’s conversion rates. From a PPC perspective, they made good points concerning increasing conversion rates without increasing sales volume. It’s about decreasing costs (CPC) and irrelevant traffic (clicks) while maintaining volume (conversions). Additionally, the point about conversion rate improvement not always meaning a site/landing page redesign especially rings true.