Content

17
Optimising Your Website for Competitor Keyterms - Blackhat PPC?

17 March 2009 by admin
Filed under Google

Take a look at this screenshot below take from the query “Confused.com”. As you can see rival companies are bidding on Confused.com’s brand, nothing new there you might say after Google allowed companies to appear for each others brand terms, as long as they didn’t use the brand in the adcopy itself. However, the one thing that is concerning here is that Confused.com’s own adtext is NOT in the number one position.

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11
Search Keywords vs Copy Keywords

11 March 2009 by admin
Filed under Articles

Just found this interesting news post from directnews about the relationship between search keywords and on page keywords for SEO campaigns.  The post explains that search keywords may not be as appropriate for on page copy.  They cite an example of the term “Hotel deals” which is more frequently searched for than the term “hotel special offers” but is LESS effective as an onpage keyterm, as in users respond less positively.

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23
Meerkats and PPC

23 February 2009 by admin
Filed under Humour

Unless you have been hiding under a rock for the past few weeks, you will not have failed to notice the “Compare the Meerkats”  promotion being run on behalf of the comparison website Comparethemarket.com, including a selection of humorous TV commercials. From all accounts the campaign has been an outstanding success, some would say a sensation, given the fact that traffic levels to comparethemarket have increased a staggering 86% with a fifth of visitors to the “meerkats” site navigating to the “market” site.  So hats off the the agency, VCCP, who came up with the idea.

As with campaigns that overlap offline and online, it is interesting to see how the TV commercials affect search traffic.  With the success that has been undoubtedly been achieved in this instance, searches for “compare the market” and without question for “compare the meerket” will have increased.  When doing a search for “compare the meerkat” I found the microsite #1 in the natural SERPS and also a PPC ad from Comparethemarket, not related to the promotion it must be added.  I then queried the term “Meerkats” to see if they had covered more generic terms in the PPC account.  As you can see I found some other well known comparison sites trying to capitalise on the meerkats campaign…

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2
Google Automatic Matching

2 February 2009 by admin
Filed under Google

Hot on the heels of Yahoo optimising client PPC accounts, Google have recently implemented .“Automatic Matching”

Automatic Matching is a method Google uses to add qualified traffic to your account from keywords you did not include in your campaign.  The new queries will only apply spend if the account’s daily budget is not being depleted.  It aims to generate an average CPC inline with that of the relevant adgroup.  It also only applies to Google’s search and search partners, not the content network.

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21
Six Ways to improve Google Adwords Editor

21 January 2009 by admin
Filed under Google

The advent of Adwords editor allowed marketers to make quick and large scale changes to Google Adwords accounts that would have taken a great deal longer if done manually via the online Adwords portal.  It speeded up the process of optimisation and therefore encouraged users to make more frequent changes as it wasn’t as time consuming as doing the changes manually.  It also went some way in increasing the demise of Yahoo’s sponsored search market share as Yahoo, despite replacing the Overture platform with Panama, failed to comprehend the importance of an offline editor.

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15
Yahoo Pay Per Click Optimisation

15 January 2009 by admin
Filed under Google

In recent weeks there have been concerted attempts made by Google to cajole search advertisers into spending more money on PPC advertising. These include reintroducing gambling related sponsored advertising (later amended to include affiliate advertisers), allowing ads to display on “hard liquor” search terms, moving news results to the top of the SERPS, offering PPC ads before a search query has been completed in Google suggest and making greater use of local business results.  The aim of these changes is to help shore up the Google coffers in a time of global economic slowdown although Google would argue otherwise.

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14
PPC Marketshare for Q4 Published

14 January 2009 by admin
Filed under News

AdGooRoo have published figures showing search advertising market share for Q4 in 2008.  The figures show a further decline for troubled platform Yahoo, while Google and Microsoft increased their share. Google now account for over 80% of all search advertising - an increase of 3.4% compared to Q1,2 and 3. Microsoft Live search increased their market share from 12% to 16.4%, with Yahoo!’s share falling sharply from 30.4 per cent to 19.4%.

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9
Google suggest displays PPC Ads

9 January 2009 by admin
Filed under Google

In the UK we have seen intermittent implementation of Google suggest, where’s Google displays a number of possible related results based on the user’s search query.  Most of the chatter surrounding this is how it will impact on SEO, e/g will it decrease traffic for long tail searches as users will pick a handful of generic terms as opposed to typing the whole search query.

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8
Google use Universal search to bolster PPC income?

8 January 2009 by admin
Filed under Google

Despite their gargantuan status as the dominant search platform, Google have not been impervious to the effects of the credit crunch.  Over the past few weeks we have seen various attempts by Google to shore up advertising revenues, including the reintroduction of sponsored advertising for gambling as well as allowing advertising to bid on hard liquor related keyterms.

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6
View your Google Adwords account from your browser

6 January 2009 by admin
Filed under Google

Anyone who uses the eminent web browser Firefox will know that there are a plethora of useful add-ons, and that this is one of the major reasons why the browser has been so successful in gaining popularity, aside from being more secure than internet explorer.  Some of the add-ons available currently mean that you can check updates to email or social bookmark accounts without having to login to the account page itself.  Two examples would be the gmail notifier and also the facebook toolbar which alert you when you receive a new message, wall post, poke, werewolf invitation or any other pointless form of communication.

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