PPC News Roundup for May 28, 2010
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.
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How to Drive Calls that Actually Convert
Our experts are here to explain how gaining call tracking data can help you close the gap in your customer journey and tailor their experience so they actually convert.
New Facebook Analytics Updates from F8
Learn about journeys and automated insights, new tools announced at Facebook's F8 conference for the Facebook Analytics tool.
Spotify Advertising: The Why and How
This blog post gives you the rundown on Spotify, including why and how you might advertise on Spotify's new self-serve ad platform, Ad Studio.
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5 Facebook Ad Settings to Audit In Your Account
5 Easy settings to audit in your Facebook Ads account to improve performance and understand website traffic.
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance.
How to Master Attribution for Easy Budget Planning
In this webinar, Hanapin’s Cassie Oumedian and Google’s Julia Meter will provide tips on using AdWords attribution to directionally decide where you should allocate your budget, and how you can use the changing industry to your advantage.