The latest news to keep you ahead of the competition in managing your paid search advertising...
You can now bid on competitor's trademarks on Yahoo and Bing; meaning you can get an instant boost in traffic and conversions. But, this doesn't mean you should. One PPC marketer recently lost in court to the tune of $292K plus legal fees for doing this. Protect yourself from lawsuits.
Similarly to Google AdWords, each keyword will have a quality score on a 1-10 scale with sub-scores for keyword relevance, landing page relevance, and landing page user experience to aid in optimizing performance.
Remember how Google now moves the Description Line 1 of your ad to the headline if it appears in the top 3 results and ends in punctuation? Now, all description lines that Google is confident are complete phrases will be moved to the headline when appearing in the top 3 spots. Improve your CTR and ROI.
The control over when your ads are shown by location is now more granular. You can specify not only by location, but also by search intent. Make your advertising more targeted.
Current targeting lumps in the iPad with mobile phones, but they will allow the segmentation of these devices "in the coming weeks." Segmentation gives better insight, which leads to smarter decisions.
Now more cutting and pasting experiment results. You can now download them to spreadsheet. Just segment by experiment and get statistical significance to make optimizations decisions. Save time analyzing your experiments.
Mike Fleming specializes in Analytics and Paid Search for Pole Position Marketing, a leading search engine optimization and marketing firm helping businesses grow since 1998. You can follow Mike on Twitter at @SEMFlem. Mike enjoys playing, writing and recording music along with playing basketball to get his workout in. He resides in Canton, Ohio with a girl who threw a snowball at him one day…then married him.
Mike and the team at Pole Position are available to help clients expand their online presence and grow their businesses. Contact them via their site or by phone at 866-685-3374.
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