The Clix Marketing Blog’s Weekly #PPC News and Views: Dec 20, 2013

This Week in PPC News and ViewsWelcome back to the Clix Marketing Blog’s PPC News and Views! Per usual, we’ve rounded up the posts from around the industry we found interesting and helpful to share with all of you. Hooray for sharing! This week we’ll cover bidding, geotargeting, as well as a review of changes to the engines over the past year. Get excited!

From the Experts

Certified Knowledge

Ever wanted to use CPA bidding but couldn’t quite pull it off? Well, Brad Geddes might have a few pointers to help you out. In his article 4 Life Lessons to Help Make CPA Bidding Work for You, Brad walks through a few common issues with CPA bidding, why it’s failing, and some ideas on how to fix it. Definitely worth a read if you’re interested in CPA bidding.

PPC Hero

Bidding is one of those topics that’s always on people’s minds, but might not take the limelight when something new and different comes along. So What Makes a Great PPC Bidding Strategy? Lucky for you, Sam Owen set out to answer that question this week. Give this post a read if you think there’s room for improvement in your bidding strategy. (Hint: there always is.)

Search Engine Journal

This year Google made a few changes to geo-targeting. A few of those changes have been super helpful, but others have been a bit confusing and hard to derive action items from. Joe Castro wrote a great post this week talking about the use of advanced location options to maximize your account’s performance. Let’s see if you can figure out his tip from the article title: A New Geo-Targeting Best Practice: Segment Out Location Types into Separate Campaigns. Whether you figured it out or not, check the post out as well to check out Joe’s data.

From the Engines

Google AdWords

Engagement Ads for Everyone
This new type of ad campaign allows advertisers to reach customers across multiple devices while making sure messaging and style is preserved for every contact point.

Redefining “Advertising”: How 2013 Transformed Digital Marketing
This article essentially walks you through all of the changes to Google AdWords this year, broken up by each area of emphasis: conversion testing, ad creation, etc.

Bing Ads

Year in Review with Bing Ads: Top 10 Campaign Management Enhancements
Similar to the Google article above, this walks you through the changes made over the past year to Bing Ads to improve the platform and make it more advertiser friendly.

That wraps up this week’s edition. Have a fantastic holiday and we’ll see all of you back here next Friday!