PPC News Roundup for October 3, 2007

  • Ross Dunn from Search Engine Guide gives tips on how to perform PPC keyword research before entering them into the Google platform. Categories he goes into are broad versus long-tail keywords, geo-targeting, initial phrases and keyword tools.
  • The push to provide the best user experience possible continues as MSN AdCenter announces an update to their quality-based ranking system. There isn’t anything too shocking in this post as the tried-and-true approach to quality score management still rings true: be relevant to a user’s query, back up any promises made in your ad text, and have an easily navigable site.
  • It’s important to know all of the PPC business models so that you can decide which is right for you and your business. Gordon Choi has done a good job of explaining the options available to you as a PPC advertiser. These various models apply only to AdWords.
  • This post on persuasive ad copy reminds us to “understand how your customers think” when writing ads that will influence users to click! Other points to ponder: include a call to action, state a benefit/fill a need, and convey a sense of urgency.