Welcome to the Earth Day edition of our weekly PPC management roundup! Pay per click isn’t known for being green, but on the plus side, think of all the paper it’s saved in diverting your budget away from traditional advertising. Now get out there and go for a walk…after you’ve updated your PPC campaigns.
Let’s start with Brad Geddes over at Certified Knowledge. With his usual thorough, analytical style, Brad looks at 3 strategies for organizing your keyword match types. You already know that using broad, phrase, and exact match can have different effects on your campaigns, and that using all of them at the same time can be beneficial. But how do you do it? What’s the best way to structure your campaign to max out on these benefits? You’ll have to click to find out.
Next, some news from both Google and Bing. Matt McGee at Search Engine Land reports that Google is now testing instant previews on PPC ads. When a user mouses over your ad, a preview of your landing page will pop up. More reason than ever to make your landing page look attractive and relevant. We’re watching with great interest to see how it affects your CTR. Bing, on the other hand, has some broad match issues that are negatively affecting traffic. Mark Ballard at Rimm-Kaufman looks at how Bing has difficulty determining when a broad match click will be relevant to an advertiser. We all complain that Google’s broad match is often too broad, but Bing’s strictness in adhering to your broad match terms also negatively affects your traffic — and bottom line.
Want to fight back with more comprehensive keyword lists? This week, Wordstream announced its new keyword research suite with what they claim is the biggest keyword research database on the planet. Test drive it for free. We’d love to know what you think.
Finally, Dan Brandao offers a savvy Facebook PPC strategy to try, warning that “playing by the old rules will see your advertising efforts fall flat.” We agree. Take a look at Dan’s three step process that funnels prospects into increasingly targeted actions.
That’s wraps it up for this week. We hope you found these articles useful in tuning up your campaigns. To get your hands on a smart, affordable PPC management software tool, don’t forget to sign up for your free trial of ClickSweeper!