PPC News Roundup for August 8, 2007

  • An article by Brad Geddes talks about how to minimize click fraud by blocking low quality traffic. In the article you will learn how to block your ads from showing in certain countries, how to block competitors from clicking on your ads, see which content network sites are sending you traffic, how to keep yourself from showing for keyword searches, how to block content network sites and determine how many clicks you did not pay for.
  • Kevin Ryan from the ClickZ Network talks about the comparisons between yellow pages and search. He says 90% of yellow pages traffic comes from search engines like Google and Yahoo.
  • Search Insider asks, “Do special shipping offers really add to your bottom line?” The short answer is yes. This test looked at a 3 month sales period where 50% of the time a “Free Shipping” tag line was used in the advertisements. When the tag line was used, the average order value decreased while overall orders increased. There was also a decrease in return on ad spend due to the increased order numbers. While this wasn’t a true A/B test, it is still interesting to see that pointing out your “Free Shipping” attributes does make a difference.