A new month, a new round of great PPC articles from our favorite paid search pundits. This week’s collection of articles spices things up with info on Facebook ads, conversion optimization and Google AdPlanner!
- Grok Dot Com: The buying cycle is a very important concept for PPC advertisers to understand. Everything from keyword selection, bidding strategies and conversion optimization is affected by the buying cycle. This article from Grok Dot Com explains and expands on the buying cycle’s three stages.
- Search Engine Guide: Much has been said about PPC account organization. Organize by theme. Organize by product/service. You name it. In this article, Mike Fleming suggests that you leverage account organization to manage budgets and “spend PPC dollars more intelligently.”
- Search Engine Land: If you aren’t bidding on your brand keywords – shame on you. If you are, good news – you can beef up your brand targeting with PPC. In come Google’s Sitelinks and Yahoo!’s Rich ads in search (RAIS) both of which enable brand advertisers to include additional links to boost CTR and overall ad performance.
- aimClear Blog: Spending advertising dollars on Facebook Ads? Beware. The folks at aimClear discovered that Facebook had increased spending on one of their campaigns by 5X – and the scary part is that this activity is listed in their terms of service. Proceed with caution!
- RKG Blog: Now that I’ve got you scared about Facebook Ads, it’s time to reel you back in with a view on the upside potential of Facebook. The RKG Blog discusses the pros of using Facebook Ads including targeting controls, volume and the lack of ad fraud.
- Inside AdWords: Google announced some updates for the DoubleClick Ad Planner that are great for Content Network advertisers. The biggest is the “Ad Planner 1000” list of the most visited sites which is combined with the “Ad Planner 1000 targeting feature” for the Content Network. Deeper insights into the sites available for targeting is never a bad thing!
- Search Engine Land: Conversion optimization is super important for long term PPC success. But when does it become too much, or worse, evil? This piece from Closed-Loop Marketing’s Sandra explains ways that conversion optimization becomes evil and will actually begin turning customers away – defeating the entire enterprise.
- adCenter Blog: So much fuss is made about prepping PPC campaigns for the winter holidays and I’ve always felt sad for the dog days of summer. This year the folks at adCenter finally came through and put together summer-time PPC tips from some of top PPC experts (including our very own David Szetela!).