PPC News Roundup for May 28, 2010

Loads of consumer data, segmented target markets: Facebook is theoretically the Land of Milk and Honey for a search marketer. Unfortunately, all that glitters is not gold.  With a lack of hierarchical structure, no MCC, and daily spend limits (among other things), Facebook is lacking in PPC usability.  While I wouldn’t recommend giving up the dream altogether, there are a few things you should know before planning your Facebook campaign.

Beyond keywords and campaign structure, copywriting is fundamental in PPC.  Good copywriting ensures your potential customers understand your benefits, your solutions to their problems, and are ready to buy.  Good copywriting also ensures that, once your customers are hooked, they know how to buy-in.  Subpar copywriting can confuse and even lose customers, thus it’s important to constantly be looking for steps to improve your copywriting.

Whether the job is to redevelop a recently inherited AdWords campaign or perform a much-needed overhaul on an underperforming account, learning how to successfully move and consolidate campaigns is a powerful ability to have on your PPC tool belt. To complete the process you need to create a reliable plan of action, conduct a thorough analysis of the campaign (before moving), and set appropriate expectations with your client. The task is daunting and will undoubtedly face short-term instability, but with proper planning and a little help from this blog post, your account should be back on its feet in no time.

Summer events can really have an impact on paid search.  Microsoft adCenter gathered together some industry leaders to discuss how they are adjusting their PPC campaigns to the summer heat. This is a fascinating read that will have you considering everything summer — from keywords to landing pages to the time of day you place your ads.

PPC can be a great way to market your company or product, but it is more than just setting up an account, entering some keywords and ads and pressing go.  Search Engine Guide has put together a beginners guide to optimizing your PPC account to help you make sure you get the most out of your efforts.