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This Week’s Top 25 PPC-Related Posts

Once again we’re doing a roundup of the top PPC post from the week. This week we’ve included 25 of the top posts from the around the web because we know it can be difficult to keep up with the latest search engine and PPC marketing news.

Let us know if we missed any great articles from this week by leaving a comment.

#1: AdWords Callout Ad Extensions Roll Out, Offer More Text In Search Ads

Google’s latest ad extension spotlights offers like free shipping to increase click-through rates.

[On September 3rd], Google announced the roll out of callouts, a new ad extension in AdWords that allows advertisers to show off unique offers and benefits of their sites, products and services with an additional line of text in their ads.

#2: What SEOs Need To Know About China’s Golden Shield Project

When the Chinese government decided to open up internet access to its citizens, it sought a way to protect people from seeing certain pieces of content like pornography, gun sales sites and political groups. The answer was to implement the Golden Shield Project.

Internet content has to jump through a series of hoops before it is delivered to users, which is part of the reason why it is often difficult to achieve good page load times in China.

#3: Google Says There’s No Bug, Older Versions Of Its Search Page Showing Up On Purpose

After more than 200 comments on a Google Search Help Forum thread last week, reporting a glitch that caused an older version of Google’s search page to display in certain browsers, a Google employee claimed there was no glitch at all.

She went on to say Google can only provide limited support for outdated browsers, and advised searchers to upgrade their browsers via Google’s

#4: 5 Inherent Qualities of Great PPC Specialists

Great PPC specialists have certain qualities that set them apart. These qualities help with day-to-day management, client relations, and knowledge sharing. Most importantly, these characteristics foster the ability to think big and answer questions people aren’t even asking.

#5: How Google Pigeon Impacted Local Queries, and What You Can Do

Google’s local algorithm update, “Pigeon,” took flight around July 24, 2014, affecting U.S. English queries. Local businesses have been scrambling to adjust, as some deal with the fact that they’re no longer showing in the seven-pack local results at all.

And while the latest local algorithm update fixes the problem for Yelp, many businesses have experienced a loss from Pigeon. New data coming from BrightEdge’s Data Cube analysis reveals more about what businesses have been impacted – both positively and negatively – since late July.

#6: Call Out What Matters Most to Your Customers

Callouts show valuable information to potential customers before they click your ad; while also being a factor in Ad Rank. Use them to draw attention to important product details and benefits. Or highlight what makes your business different from your competitors.

#7: Larry Kim Interview: PPC, Adwords, & WordStream Success

Founded in 2007, WordStream develops search marketing software, provides managed PPC advertising services, and shares online marketing advice through their blog. ClickMatix talks with Larry Kim, founder & CTO of the company, who is also a Rock Star in PPC niche…! Here is the interview, enjoy.

#8 Storytelling in Content Marketing: What It Is, What It Isn’t, & How to Do it Right

Most people like to think of themselves as creative. Indeed, marketing as a discipline involves, if not requires, a great deal of creativity – and not just on the content side. However, even the most experienced bloggers and content marketers are not necessarily “storytellers.”

#9: 13 Ways to Beat the Facebook Algorithm

With organic reach down, now is the perfect time to experiment with Facebook advertising. Facebook has revamped their ad system to be easier than ever to use. Paid Facebook ads can appear right in a user’s newsfeed, seamlessly blending with organic posts while boasting better reach. Give them a shot and see how they perform.

#10: Show Don’t Tell: High-Impact PPC Storytelling

The reality is, as a PPC account manager, you are equipped to be a high-impact storyteller. You’ve got a story— the performance of an account— and you has exactly what every storyteller most wants: a captive audience.  If you don’t think your client is emotionally (to say nothing of finances…) invested in the story of their own adspend, you’ve got another thing comin’. Check out this example from our own library of success stories.

#11: What Makes an Expert – the Art and Science of PPC

Most PPC pros will tell you that being effective takes a certain level of creativity. It’s not all about adjusting bids by $0.02 one day and $0.03 the next. (Actually, it’s rarely about that.) It’s about being able to see the forest for the trees, or the trees for the forest is that’s what the situation calls for, and determine a strategy to move forward.

#12: Why Isn’t Your PPC Campaign Converting?

PPC campaigns can work, and some work quite well. But they can be minefields for mistakes, and the most common is the marketing equivalent of ‘keeping up with the Joneses.’ Many digital marketers think they should run a PPC campaign because everyone else is doing it.

If you find that PPC is right for your business, it’s often best to approach it scientifically, which can help you determine what works. It also can help determine what isn’t working for an existing PPC campaign.

#13: 6 Easy Steps to a Winning PPC Marketing Strategy

Pay per click (PPC) advertising has been among the most preferred means of business owners to boost their online exposure and to generate leads that would eventually lead to increased conversions or sales. While there have been reports on how it can be dangerous for businesses when not managed properly, it has also proven to do lots of wonders if used properly. After all, people are more likely to see PPC ads as compared to other kinds of online advertising.

But of course, to be able to make it work for your business, you have to really invest. Since you have to shell out cash to make it work for you, you also must know the steps on how to come up with a winning PPC marketing strategy and make the most of your expenditure.

#14: How Small Businesses can Win in PPC

It’s easy for advertisers to get distracted by impressions or average rank, but ultimately, any advertising works when you earn more money than you spend. Competing with a Fortune 500 company to earn impressions can be very expensive. These companies have lots of money to spend on branding, a luxury that small advertisers can’t always afford.

Good PPC campaigns are the ones that help your business reach goals in a cost-effective manner, so focusing on these two metrics can really help bring some clarity to the data.

#15: Brand Terms in Bing Ads: To Bid or Not to Bid?

To help you understand whether or not it makes sense to bid on your own brand terms, we analyzed more than 50 million impressions in the financial services vertical. We chose financial services because it’s a highly competitive ad marketplace; we honed in on tax advertisers because the competition in that segment gets super-hot between January and April 15.

#16: 10 Tips for Optimal AdWords Campaign Settings

Campaign settings are pretty basic, but many times we overlook a basic thing and wonder why things aren’t going as smoothly as we anticipated. Here’s a quick rundown of his idea of the basics.

#17: How Google AdWords Works [Infographic]

PPC can be a great complement to your organic search optimization efforts to help you maximize reach. While your current customers might search for your business by name (i.e. “lindsay’s bakery”), your prospective customers are probably searching for things by topic or location (i.e. “bakery boston”). How do you get those prospective customers to find and visit your website?

#18: Avoid the Risks of AdWords Advertising

Many advertisers believe AdWords to be a waste of money, because they don’t see a quick return on investment. If you’ve tried other forms of advertising you will know that its effectiveness is hard to measure. Monitoring and improving the effectiveness of your online advertising is much easier compared to other forms of advertisers, particularly if your campaigns are managed by a qualified professional.

Without effective conversion tracking, you can’t really understand how effective your AdWords campaigns are working. Knowing ads and the associated keywords are producing conversions is essential if you want to limit your risk and enhance your campaign performance.

#19: AdWords Callout Extensions Rolling Out to All Accounts

Extensions are an area where Google focuses a tremendous amount of testing. Extensions have proven key to increasing CTR’s, which for Google equates to revenue.  The typical threshold for releasing a new extension out of beta is that testing shows it provides at least a 10% lift in CTR across Google’s test.

#20: Dynamic Sitelinks Improves Your Google Adwords Advertising Performance

Depending upon what study you read, there is within a 10% increase in ad CTR when a business uses ad extensions. If the customer clicks on the Dynamic Sitelink in your ad there is no charge, however, if they click anywhere else within the ad you will get charged. This is where ad extensions in general benefit Google because the increase in clicks means more revenue to Google.

#21: How to Reach the Right Customers with AdWords

New customers, past customers and your competitor’s customers. Each of these customer types could be eligible to see your ads, but each of them must be handled differently in order to overcome their objections and win them over. In this post, I’ll show you how to reach the right customers on Google AdWords effectively.

#22: What the Google AdWords Preview Tool Can Do For You

The Ad Preview tool can be used without having to sign in but if you want to view the diagnosis information within the tool, you need to sign into your Google account. Once logged in, you can find the ad preview and diagnosis tool until ‘Tools’ tab. After you finish completing the required fields and click preview, you’ll be able to see all of the information regarding your ad status and a preview of how the ad actually looks in the results.

#23: Google Rolling Out Consolidated Billing For AdWords MCC Users

The new billing system combines invoices for several accounts into one. Consolidated Billing will replace MDOs (Manager Defined Orders), which were only available upon request from a Google rep among other requirements.

Consolidated Billing is designed to be more flexible, allowing agencies and large advertisers, for example, options to set up accounting requirements by client, brand, product, division or product category. With just one Master Service Agreement, Consolidated Billing users can create budget orders in any account without a Google rep.

#24: Google Folds Blog Search into News

Google Blog Search has ceased to exist as an independent entity and has instead become a search option in Google News, reports say. Google users who want to search for content from blogs must now visit Google News, enter a search query, click on Search Tools, and change “All news” to “Blogs” in the drop-down menu.

#25: Building Future Safe Links – 5 Questions to Ask Yourself

Google recently updated its Webmaster Guidelines, specifically its “Little or no original content” page, to add “low-quality guest blog posts” as an example of unoriginal content.

Given Matt Cutts’ statement against guest blogging for SEO (links) in January, this is yet another Google move to condemn low-quality guest blogging.

I don’t think many will be surprised by this update. Nobody should be. Google’s clearly been against manipulative tactics to build links, which certainly includes mass guest blogging with low-quality content for links and links alone. Google’s been working hard to devalue and punish such activities.