Matt Van Wagner over at Search Engine Land starts us off with a thoughtful and funny look at how to stay ahead of your hungriest PPC competitors. He gives us the low down on short term advantages (don’t count on them to last), the difference between tactical changes (that is, day to day fiddling) and strategic improvements, and why having a better process is truly crucial to beating the competition.
Next, PPC Hero reports on some official Google news: the position preference feature is getting axed early next month, which should be enough time for you to switch to a different feature. (Or you could try ClickSweeper’s rank based bidding, which doesn’t have the weird disappearing ads thing that you might have seen with position preference.)
Our friend and PPC champion Tom Demers has a new article out at the Wordstream blog on changes to Google’s campaign experiments, how they make it easier to run tests, and the one thing to watch out for (thoughtfully highlighted in bold). Wise words of caution, Tom.
And finally, from The PPC Blog, a thoughtful overview of the concepts that underpin PPC strategy. Peter D. hones in on what state of mind your visitor is coming from, and how you can accommodate that state to make a sale. Much of it will be familiar if you’ve been doing PPC, but it might just offer the reminders you need to spring clean your campaigns.
That’s it for this week! We’ll be back next week with more of the best new PPC articles we’ve spotted. Until then, you can find us on Twitter, Facebook, or get a free trial of our award winning PPC management software.
First, an article from Siddharth Shah on Search Engine Land on how market volatility can lead to inconclusive test results. We’ve all been in this boat. Did the changes we made really have any impact? What did we learn, if anything? Before you spend your time and money testing, you need to calculate the minimum impact your test would need to have to be measurable.
If that’s a little heavy for you, how about some good tips on getting started with mobile marketing? Marketing Insider Daily offers the neophyte mobile advertiser sound advice for finding mobile friendly keywords, choosing the right settings, and optimizing ads and landing pages for mobile devices. It’s never too early to test the waters of an interface that shows every sign of being the next big thing for advertising.
Tom Demers over at Search Engine Journal offers us another fine article on a common PPC problem: a PPC campaign that just isn’t driving any traffic. He first helps us to diagnose the issue — whether your bids are too low, your keywords are too restrictive, or your quality score is in the gutter — and gives us practical next step solutions. Great if you’re relatively new to PPC and are scratching your head as to why the traffic isn’t pouring in already.
Next, we really like Heather Schwartz’s collection of 4 critical PPC maintenance tasks and how to streamline them. Not only do we highly recommend these tasks (going through search queries to add negatives and new keywords, updating your opportunities tab, using contextual targeting tool), but we also like the way Heather shows how quick it can be to do all of them, regularly.
Finally, Ryan Woolley at Search Engine Watch shows us why landing page testing is so important for our bottom line. Even a half-percentage increase can have a major effect over several months. He walks us through setting up A/B landing page tests using Google’s website optimizer with plenty of screen shots and clear instructions. Thanks, Ryan!
And that’s it for this week! As always, if you’re looking for PPC management software to automate a good chunk of your daily tasks, swing by to get a free two week trial of ClickSweeper. Don’t forget to follow us on Twitter for more PPC news.