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Paid Search Fundamentals at Ad:Tech NY 2009 Thursday, 05 November 2009 15:32
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I presented the following deck at Ad:Tech today. It includes tips on finding new keywords with the Search Based Keyword Tool, bidding smarter with Conversion Optimizer and the Bid Simulator and getting more leads with the Google Content Network. I also included some of my favorite resources for keeping up-to-date with AdWords. Last Updated (Thursday, 05 November 2009 15:39) |
AdWords Conversion Rate by Ad Position Thursday, 29 October 2009 12:22
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Have you ever wondered how your ad performs in different positions on the Google search results page and whether your results would be better if you were above the search results instead of on the right hand side? Hal Varian, Google's Chief Economist recently released his findings about the conversion rate in different ad positions. The bottom line is that conversion rates don't vary much by ad position. If you're interested in finding out how your own ads perform in different positions, you can use the Keyword Positions report in Google Analytics to get data about your linked AdWords account. Here's a video showing you where to find the conversion data by ad position for your account: Last Updated (Wednesday, 16 December 2009 14:20) Mythbusting PPC Urban Legends Thursday, 04 June 2009 08:52
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Here are the slides I presented in the SMX Advanced session "Mythbusting PPC Urban Legends." The deck goes over 4 common misconceptions and explains the value of the Google Content Network, why broad match is a useful match type for your keywords, why it makes sense to bid for the highest Ad Rank you can profitably afford and how Google ensures bidding for a high position won't give an unfair Quality Score advantage.
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Google Quality Score, Under the Microscope Wednesday, 03 June 2009 09:51
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Here are the slides from my panel "Google Quality Score, Under The Microscope" from SMX Advanced.
The Best Visible URL for Your Ads Tuesday, 05 May 2009 09:17
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When you only have 95 characters of text to convince a user to click on your AdWords ad, you may be looking for new ways to make your ad stand out from the rest. The visible URL gives you an additional 35 characters to do this. So what's the best type of URL to use? A recent study by Memorable Domains found that "ads featuring a generic domain name with an exact match to the product (ElectricBicycles.co.uk) performed significantly better than identical ads featuring an alternative generic (YourBikes.co.uk) or non-generic (InAHurry.co.uk) domain."
Unless you have a very strong brand, it probably is better to use the limited space in the ad to draw people's attention to its relevance. Once they're on your site, you can tell them about all the great benefits your brand offers. |
