Andy Komack offers some interesting ideas for overcoming high click costs, specifically for B2B PPC accounts which tend to have high competition and cost- but these concepts can be applied to any account. As always, the keys to PPC success- have good ideas. Apply and follow through. Test continuously.
If you have a campaign that’s struggling to convert, maybe you’ve identified the wrong type of conversion for your target audience. Rob Ousbey recommends optimizing conversions by offering multiple conversion options. With models, examples and in-depth instructions, this article offers a fresh look at increasing your conversion rate.
If you haven’t seen BP is now buying search terms like “oil spill” and others related to the gulf coast oil spill in an effort to manage their Public relation with PPC. But many critics have burned BP for attempting to use PPC to control the information on the Internet claiming that the companies links “don’t explain or help the situation at all…the practice of paying to direct information on the Internet is only growing and getting harder to detect.” It looks like BP’s attempt to direct traffic to its own site seems to have backfired. But it raises the question: Will PPC become a new form of public relation management? While BP’s PPC public relations campaign seems to have fail, it does open other powerful use for PPC in the future.
If you have a few minutes for a longer post, be sure to read Stoney deGeyter’s, How to Optimize Your PPC Campaign to Profit from Every Click. It’s long and and a bit complex, but offers some excellent tips on calculating cost per conversion ceilings and other formulas for optimizing and maintaining a PPC account.
Quality score can be an important factor in how your PPC account performs but if you don’t completely understand what it is, you are not alone. Search Engine Land has a good recap of what quality score is, how it’s calculated and what you need to know about it to optimize your accounts.