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Testing Changes in PPC Advertising

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As many of you have probably heard, both Google AdWords and Microsoft adCenter are testing multiple aspects of PPC advertising. Some items being tested include placement, layout, ad extensions, images within text ads, and more.Descriptions of each follow:

Placement

It has been reported that text ads have been spotted with the organic results on search pages.

Layout

The Headline can sometimes include the first line of description and the URL has jumped to just under the Headline.

New Ad Extensions

These let you have searchers request that you contact them via phone of email directly from your ad.

Images within Text Ads

Lastly of the ones that I am mentioning is the ability to show off products being advertised or the company logo within the contextual ad space.

To wrap up, keep an eye out for some, if not all, of these aspects being tested to be implemented into either Bing Ads and/or Google AdWords. Also remember that no matter how frustrating these changes are to keep up with, both Google and Microsoft are trying to improve their services so that we as online markets can improve our CTR and Conversions.

Bing Gets Creative: Testing Ad Placement with adCenter

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Recently Microsoft’s Bing has confirmed that they are running tests by showing Ads via Bing Ads intertwined with Organic Results. Though there are some screen shots out there, I have not had the opportunity to see ads within Organic Search Results. Another change that I have noticed is the extra benefit of being the number 1 or 2 ad in the overall search results. In addition to being listed at the top, in those top 2 ad spots, the top 2 ads are also shown at the bottom of the first page adding more compelling value.

I’m glad to see that Microsoft adCenter is testing and trying to improve their services. As a PPC advertiser, who is adCenter Certified, I would now like to know if my ads are getting clicks while at the top of the page, the bottom of the page, or somewhere in between. I hope they are measuring this to help educate us all on where the best placement is and whether it is beneficial to have an ad in the middle of Organic Results. Only time can tell if this will be something that Bing will use in the near or distant future, but my guess is we’ll see some variation sooner rather than later.

Google AdWords’ New Targeting Options

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Google AdWords recently eliminated the polygon (custom shape) targeting system, and replaced it with a simpler pin point with radius method. Although this method is easier to set-up and visualize, it may not be as precise. However, select exact city location with a radius can still be very effect and efficient. Your options are either to individual select the cities, or points, that you want to target and set appropriate radius, or to select a central point and set the radius high enough to include all the desires points. Whichever option better fits your PPC management targeting strategy, be sure to implement it by the end of 2011, at which time Google will automatically change your polygon targeting into a set point with a radius. An Example of an alternative targeting strategy is pictured below – if more careful one care make it an even closer match.
Old Polygon Targeting – New Alternative Targeting
Google AdWords advertising Reading, Pa

PPC Advertising > Keywords + Ad Copy: Don’t Forget about the Landing Pages

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Testing is a crucial part of improving your PPC advertising efforts. You test Keywords to enhance targeting and increase relevant traffic to your site. You test Negative Keywords to prevent irrelevant clicks and lower cost. Testing Ad Copy is to find out what appeals best to your clientele. However, testing should not stop there. Your Landing Page is a critical component of obtaining conversions, and not just clicks.

If you have tested and found great Keywords and have excellent Ad Copy, then there is no doubt that, you are getting clicks and driving relevant traffic to your site. However, what is happening after that still has a huge impact on the success of your PPC efforts. Your Landing Page is the first experience a potential customer has with your website. It needs to aesthetically pleasing, easy to navigate, and a good starting point for your conversion funnel.

In order to measure and evaluate the effectiveness of your Landing Pages, you will need to integrate your Analytical Solution with you PPC Platform. Once you have the Analytics in place, you can begin testing your Landing Pages with tools, like Web Optimizer. Test various wording, layouts, pictures and more to discover what works best for you and your clientele, and watch your ROI increase.

Be Relevant to Searchers with Dynamic Text

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Anyone doing PPC advertising knows that you want to incorporate your best performing keywords into your ad copy. Not only will this help your quality score and cause your ad to stand out more with bold text, but it also keeps you relevant with people searching for your products and/or services. If your keywords are very similar or even synonyms, Dynamic Text will save you many headaches.

Using Dynamic Text will automatically insert your keyword or phrase that is generating the impression into your Ad Copy. This means that you no longer have to create a new ad for each one of your keywords. Instead, save time and effort by letting the automated Dynamic Text take care of it for you.

The example of how to implement Dynamic Text below is from Bing Ads, although other popular PPC platforms, like Google AdWords, provide this service as well.

As you can see, this generic Ad Copy will tailor itself according to the keyword list and the search query. Depending on the search this Ad Copy could read:

Looking for Fresh Fruits?

We have the Fresh Fruit You are looking for.

www.————–.com/Fresh_Fruits

Looking for Apartments?

We have the Apartments You are looking for.

www.——————–.com/Apartments

Looking for Computer Parts?

We have the Computer Parts You are looking for.

www.——————–.com/Computer_Parts

A quick warning, before implementing dynamic text make sure that all your keywords will make sense in the Ad Copy. The keyword “rent apartments” would not work in the example above. Also, make sure that the inserted keyword does not exceed the character limit; otherwise, your ad will not be shown.

Hope this helps improve your PPC efforts and keeps you relevant to your audience.