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Microsoft has unveiled a number of new improvements to its adCenter platform, according to an article published by Search Engine Watch.
Changes have been made to campaign budget overview, mobile ad targeting and the character limit in ad descriptions.
The character description length has been increased by one – from 70 characters to 71 – to match the limit featured on AdWords; the expansion of the word limit is expected to make running PPC marketing campaigns on multiple platforms much easier.
Microsoft have also added a budget overview gadget to adCenter’s dashboard. This provides a simple overview of the campaign’s budget without the need to install extra plug-ins or programs.
Mobile targeting has also been improved; adCenter now has the ability to tailor campaigns to target specific mobile devices.
Campaigns can also be designed to target different types of phone, such as Windows Phones or iPhones, and tablets utilising operating systems such as iOS or Android.
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There are a number of mistakes commonly made in PPC marketing campaigns; despite being easily avoidable, these mistakes continue to be made on a regular basis, according to Elise Gabbert, writing for Business 2 Community.
She states that these avoidable mistakes can have a damaging effect on campaigns – affecting CTR (click-through rates) Quality Score levels and more importantly ROI (return on investment).
Gabbert has highlighted some of these mistakes; here are just a couple of them in a summarised form:
Mistake 1 – Not writing unique ad text – You’ll often see many PPC adverts that don’t have any of the words featured in a search query; Gabbert states that this is a “big no-no!” It is important not to use the same advert across multiple groups; instead the ads should be tailored towards small more specific groups.
In the example provided, a PPC advert for “Whole Brisket Online” is displayed when the query “mail order ribs” is made. Gabbert states if the company behind the ad sell ribs, the word should be included either in headline or the main ad copy; if they don’t, “ribs” should be defined as a negative keyword.
Mistake 2 – Not using extensions – Adding an extension to a PPC advert is extremely easy; extensions work very well for products – providing people with an image of what they’re searching for.
Gabbert states that a picture goes a long way towards verifying that the particular ad is related to your search query – without having to spend time reading the text that accompanies it.
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Now that we’re into the second month of the new year, new PPC marketing campaigns are beginning to take shape. Writing for Search Engine Watch, Kevin Gibbons has created a number of tips that could ensure that your PPC campaigns stand out amongst the crowd.
Here are just a few of the aforementioned tips provided by Gibbons, in a summarised form:
- Know your product – Although it may sound completely obvious, it is vital to know your product and know it well; having a good level of knowledge on what you’re going to be trying to sell will make it much easier to do so in “just a handful of words.”
Unique selling points still have an important role to play in your campaign; Gibbons recommends that focus is placed on the most compelling points.
- Learn to Tweet – Learning to Tweet may seem a little off-topic, but in PPC campaigns you’re going to be working with a limited amount of characters. Gibbons explains: “Learning to appreciate the restrictions imposed by short-form text will help you to understand what can – and what can’t – be said in a PPC ad.
- Be timely – Many adverts on TV relate to a time-sensitive discount – a new formulation, a buy-one-get-one-free offer or competition.
It is possible to impose an element of time sensitivity to your PPC campaign; as Gibbons states: “By imposing some kind of time limit on the ad, you put in your potential customer’s mind the feeling that they have to buy now.”
However you need to be more subtle than simply saying, for example, “you have won a smartphone – claim it in the next 60 seconds” – as most pop-up ads do.
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Following the much publicised Search Alliance formed back in 2009, Microsoft’s adCenter is set to power PPC marketing campaigns and results on Yahoo!, according to an article published by Search Engine Watch.
Writing for SEW, Duncan Parry, has produced a list of steps that should be taken to prepare for the switch – set to take place during the second quarter of 2012.
Here are just a few of those steps in a summarised form:
Shorten your Yahoo! ads by February 1 – The Panama system, currently used for Yahoo! ads, allows adverts that are much longer than those allowed on Microsoft’s adCenter.
Parry states: “All new or modified ads on Panama are required to have an ad title of 25 characters (instead of 40) or less, and a display URL of a maximum 35 characters on February 1.”
He also adds that descriptions need to be shortened, by just one character, to 70. Any ads that aren’t altered will simply be paused when the migration takes place.
Take the time to learn the difference between Panama and adCenter – Panama and adCenter are very different; therefore time needs to be taken to learn how to use and adapt to the new system. There are a number of webinars and training videos featured on the Search Alliance website, according to Parry.
Adjust bidding and budget strategies – The minimum bid on adCenter is much higher than on Panama – £0.05 compared to £0.01. This will mean that you’ll need to set a revised monthly budget that incorporates this increase.
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In their PPC marketing efforts, small, local businesses hardly ever use Google AdWords to its maximum potential. Writing for Search Engine Watch, Howie Jacobson has highlighted three ways in which local businesses can benefit from AdWords.
Here is just one of those aforementioned three ways suggested by Jacobson, in a summarised form:
Test Messaging For Other Media – AdWords can be used to test for the best possible ad copy for other platforms – such as print ads.
Jacobson states: “It’s not unusual for one a to perform two to five times better than another.” As most offline advertising is “of the ‘interruption’ variety” it is possible to use the Display Network, AdWords’ interruption arm, to test other ads.
According to Jacobson, the Display Network generates around 10 times the amount of traffic yielded by search and the clicks are considerably cheaper. He concludes: “So the Display Network is the perfect place to find messages, offers, and calls to action in offline media.”
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In PPC marketing, the majority of conversations – regarding reports and updates – take place over the phone.
Joseph Kerschbaum, writing for Search Engine Watch, claims that there are a number of tactics that can make these meetings extremely productive.
Here are just a few of the tactics he suggests for a successful PPC phone conference, call or meeting:
Invite only those who are needed – There isn’t any point in inviting those whose presence isn’t necessary – remember you’re just going to be wasting their time. Decision makers and those people who “absolutely need to know” should be at the top of your invite-list.
Why is the meeting taking place? – If you can’t answer this questions, there is a good chance that the meeting doesn’t need to take place. Kerschbaum states: “Don’t just focus on topics; what should everyone get out of the meeting?”
Pull up statistics before the meeting – Going into a meeting blind simply isn’t good enough; you need to spend a significant amount of time reviewing your performance.
While it might not be possible to answer all queries that come your way, don’t be afraid of saying “I don’t know,” provided that it is followed up with “But I’ll find out and follow-up.” Remember though, this shouldn’t be an excuse not to at least try to anticipate the questions or concerns that may be raised during the meeting.
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New research has suggested that Facebook is offering marketers a significantly reduced rate on PPC advertising campaigns, providing that the ads don’t direct traffic away from the social networking site, according to an article published by New Media Age.
The report, released by TBG Digital, stated that advertisers could receive a discount of up to 45 per cent on PPC marketing campaigns; this strategy has proven to be successful, with ad revenue increasing by 23 per cent – when compared to figures released at the start of 2011.
The Q4 Global Facebook Advertising report also displayed that the top five industries to utilise the ads were finance, retail, games, entertainment and food and drink.
CEO of TBG Digital, Simon Mansell, commented on the results.
He said: “The potential cost savings available by maintaining traffic within the Facebook environment is particularly compelling and demonstrates its effectiveness as an advertising channel and also as a ‘destination,’ with more and more clients investing heavily into their Facebook presence.”
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The best PPC marketing managers are able to maintain a good level of communication with their clients, according to John Lee, writing for Search Engine Watch.
Lee suggests that all other elements of a PPC strategy are rendered null-and-void if there isn’t a good level of communication in place – regardless of the medium.
To achieve the best possible results he recommends the implementation of a communication plan. Here are just a few of Lee’s recommendations in a summarised form:
Schedule regular phone calls – A conversation over the phone can be great for building up a rapport and a significant level of trust; ideas can also be traded and issues raised.
For the first month of engagement, Lee recommends speaking on a weekly basis before then eventually moving towards a bi-weekly call. If your clients are comfortable with it, Skype and iMeet can provide the benefit of face to face video communication.
Responding the calls and emails – When one of your clients calls to register a concern or query, you should always try to ensure that you respond in a relatively quick manner.
If you choose to be tardy in your response you’ll most likely create a point of negativity in your relationship with your client.
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An investigation, carried out by the BBC, has found that search engine giant Google is profiting from PPC adverts that have been posted by illegal resellers of tickets for London 2012, according to an article published by Search Engine Watch.
Since the introduction of the London Olympic and Paralympic Games Act 2006, the resale of tickets on an open market has become a criminal offence in the UK.
The BBC found a woman who had purchased tickets from a fake site, LiveOlympicTickets, which she found from an AdWords advert at the top of the SERP (search engine results page).
Google has since removed the adverts – as well as those for fake passports, identification cards and cannabis – and told the BBC: “The company keeps any money it might make from companies advertising illegal services before such adverts are removed.”
Any remaining links to illegal resellers are set to be removed – following a request by the police.
Google has previously been scrutinised for profiting off PPC marketing initiatives promoting the illegal sale of prescription and non-prescription drugs by Canadian pharmacies.
In a statement, Google commented on the issue: “We have a set of policies covering which ads can and cannot show on Google. These policies and guidelines are enforced by both automated systems and human beings. When we are informed of ads which break our policies, we investigate and remove them if appropriate.”
The statement added: “Our aim is to create a simple and efficient way for legitimate businesses to promote and sell their goods and services whilst protecting them and consumers from illicit activity.”
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PPC marketing is likely to play a significant role in many businesses’ digital marketing strategies during 2012. Writing for Search Engine Watch, Joseph Kerschbaum has created a list featuring a number of tips that could, if employed, keep PPC campaigns operating effectively.
Here are just a few of Kerschbaum’s tips:
Use Campaign Automation - In the world of PPC marketing, things can get extremely hectic – there is little, if any, time to lay off and enjoy a period of being unproductive.
Therefore it is important to ensure that you take advantage of the features in AdWords – such as automated reports, alerts and conversion optimiser.
Having automation in play will also allow you to focus on the areas of your campaign that require more of your time and attention.
Energise Your Creativity – Kerschbaum suggests that a loss of drive and enthusiasm when managing a PPC campaign can lead to accounts becoming stale – ultimately resulting in a poor return on interest (ROI).
To combat this, he states that the workspace should be altered, exercises undertaken and frequent short “brain breaks” scheduled. He also suggests that you should read anything that doesn’t have anything to do with PPC strategies during periods of downtime to keep enthusiasm levels at an optimum level.
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