Today we're doing a quick roundup of the top PPC posts from the week so you can top up your Buffer account and stay abreast of what's being published.
The topics cover everything from common PPC mistakes to landing page best practices. Enjoy!
#1: The 5 Most Common PPC Mistakes from AdWords Do-It-Yourselfers
Efficiency and time management are two factors that can make or break the success of any PPC manager. Being proficient with Microsoft Excel and knowing the quickest way to analyze data, find insights, and create new PPC campaigns can lead to better campaign performance and less stress during your workday.
On Tuesday of this week, Google released a new feature that adds ratings to Product Listing Ads for both Google.com searches and Google.com/shopping searches. These ratings compile reviews from around the web to create a single rating on a 5 point scale for each particular product.
There’s been controversy recently surrounding for-profit universities related to how much they spend on marketing, how much federal funding they receive, and the value of the degrees they hand out.
An article from The Center for Investigative Reporting revealed that, over the last three years, 23.5% of The University of Phoenix’s revenue was spent on marketing and recruiting (for a total of $3 billion) while the university made a profit of $1.2 billion. CIR also found that a large amount of federal funding was used to pay for University of Phoenix classes, including the following:
You’ve done everything you could. Your bids are competitive and your ads are laser targeted. You’ve also done A/B (Always Be) Testing and ensured your landing page gets the highest ROI. But then you realize that nothing has changed and you’ve seen no improvements since you began the campaign. While you’re staying put, your competitors are constantly seeking for ways to enhance their relationships with the clients through Google ads.
Technology is supposed to make life easier, but when it comes to advertising, dominating a pay per click (PPC) campaign can be maddening. There are best practices, and there are also common mistakes. One of the biggest is trying a DIY approach when you don’t have anybody on board with PPC experience. However, there are also other, subtler faux pas that can kill a campaign before it even gets fully off the ground.
Points to Note & Best Practices for PLAs
With Google’s announcement that legacy feeds will be migrated to the new type of AdWords campaign, Google Shopping by late August 2014, it's time for you to rethink your online advertising strategy.
Managing High CPCs
Online shoppers are favoring PLAs over traditional text ads because a) these are more engaging and b) with the latest update, creating campaigns has become faster and simpler than ever before. In 2013, one in five paid shopping clicks was a Product Listing Ad (PLA). The launch of the new Google Shopping tool triggered a dramatic rise in CPC. While text ad CPC increased by 21% during 2013, PLA CPC grew substantially (141%). CPCStrategy has released the results of a study comparing Google PLA performance and Google Shopping Campaign performance over a three-week period prior to and following the campaign type switch.
You’ve seen them. In fact, you probably see them every day, and most likely you make multiple purchases a week using this system: the Google Shopping Campaign Ads.
While you certainly have seen these Google Shopping Ads on the top of your Google search screen urging you to purchase, the real question is have you leveraged this online advertising tool to your advantage?
Before launching any search marketing campaign, it’s necessary to do your keyword research. In fact, understanding which keywords you should target is one of the most important steps in order to achieve the results you desire. Thankfully, there are many different tools out there to help you understand the basics of keyword selection, but by far one of the most popular tools is the Google AdWords Keyword Planner.
Earlier in April, SEO gurus quite literally flew into a panic that Google’s latest expansion of secure browsing meant the end to paid keyword search query data. Not so, folks! In fact, paid search query is very much still available, and third-party sources like iSpionage’s very own KEI are critical supplements. If you’re still confused about the changes to Google’s privacy search policy – and how that impacts your ability to build AdWords campaigns and optimize search content – you’re forgiven. Reports that Google would stop passing keyword data along to advertisers continue to swirl in cyberspace. Now that the dust has settled a bit, we’re here to help separate fact from fiction. Here’s how Google’s changes affect your business and how you can continue to improve SEO efforts – with or without Google keyword data.