PPC News Roundup for February 20, 2008

  • The YSM blog suggests three questions to ask about your clicks when you see an unexpected surge in traffic: Have you changed anything recently? Have you noticed abnormal click activity (by reviewing logs, etc.)? Have you set a daily spending limit? This is a good reminder from Yahoo on the importance of carefully reviewing the traffic you receive from PPC and taking the proper actions to fix any problems!
  • Have you considered using Google’s new Conversion Optimizer but find you have too many questions to give it a try? Gordon Choi has a nice breakdown of the new tool, how it works and the steps advertisers should take to get it up and running.
  • The PPC Blog asks, “Are your PPC campaigns hitting their budget caps?” This is a critical question for PPC advertisers. This post aptly points out that if you’re hitting your budget caps, your campaigns aren’t performing at their full potential! What’s the solution? Don’t bid to be #1 – utilize a smarter bidding strategy that may place your ads slightly lower in the rankings, but will maximize your exposure day-to-day.
  • According to Julie Kent, from Search Engine Journal, Google is taking major steps towards reducing accidental clicks by removing those that generated low click-through rates, and those that directed users to low quality and irrelevant sites. However it could be hurting Google’s revenue.