Seeing higher minimum CPC’s lately? That might be because Google Adwords has re-evaluated their Quality Score on Keywords according to PPC Lab. Although it doesn’t explicitly say why, google frequently re-evaluates their keyword quality score algo and some underperforming keywords may suffer.
KoMarketing Associates have posted a list of the top 200+ negative keywords to consider for B2B PPC campaigns. Check out the list here.
Aaron Goldman of Search Insider asks, “Will CPA become the default pricing model for paid search?” An interesting question indeed! Aaron provides some rather compelling reasons why he thinks the answer to this question is “yes.” And I agree. I am uncertain as to which direction the evolution of paid search will take in the next couple of years. However, if CPA never fully overtakes the CPC model, I think it will definitely be a viable source of alternative traffic and conversions.
After watching a single broad match keyword for several days in AdWords, James at Apollo SEM made the realization that Quality Score is real-time. This discovery led him to postulate that the visible Quality Score within your campaigns is really just “a visible indicator that can give you a vague idea of how relevant your keywords are.”
Most of us in the PPC biz are using some type of contact form on our landing pages. Grokdotcom came up with this list of 7 tips for boosting web form conversions. Some of the basics are present like indicating required fields and offering a reassurance of security. But this list also includes some more cerebral ideas like not using “submit” on your buttons, but instead literally stating the action the user should take!
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Video advertising is an advertising platform to enter cautiously, similar to Display advertising. There is a lot of advertising space and views to be had, and the key to success will be smart targeting and good creative on top of the always-necessary solid business model. So, it’s no surprise that it can be a tough one to get client or boss buy-in for. I’m going to cover some pointers that can help equip you for this pitch, and hopefully make getting that buy-in a cakewalk!