Incredible to think that summer’s (un-technically) over and that Labor Day is only a few days away. Have you broken out the cool weather clothes yet? Yeah, neither have we.
But, while we are talking about cool things, here’s the latest news from the AdWords blog (aka the horse’s mouth):
Geo-targeting in AdWords is getting more precise. Now we can target by Canadian zip codes, by Nielsen Designated Marketing Areas (DMAs), and new cities and regions in about a dozen countries. Also, you can see how these campaigns are doing using geographic reports to analyze by specific region, and you can use location extensions and insertions to make ads appear more localized.
Meanwhile, over at Microsoft…..
Some recommendations to improve landing page quality are in From Sparse to Superb: Three Best Practices to Improve Landing Page Content Quality. Author Caroline Seeley recommends keeping landing pages clear, informative and navigable. Lest you think this means including full navigation, Seeley is speaking more to the experience on the page itself.
And elsewhere around the web….
Search Engine Watch has a basic article on How to Create a Successful Global PPC Campaign. The article recommends knowing your target markets, considering different engines (outside of AdWords and adCenter), choosing relevant keywords, creating good ad copy, and monitoring performance.
If you are all about understanding your target audience and how they search, then Eliminating Ambiguity from PPC, also from Search Engine Watch, is a good article for you. It’s actually pretty interesting to think about how the words you are advertising on can have so many different meanings. This can be controlled by adding negative keywords and by being very clear in your ads about what audience you are trying to reach and with what offer.
While we are on the topic of user intent, Search Engine Land’s got an article called Is Google’s Synonym Matching Increasing? How Searchers & Brands Can Be Both Helped & Hurt By Evolving Understanding Of Intent.
The title pretty much says it all. Vanessa Fox gives a bunch of different examples about how Google tries to figure out user intent.
Search Engine Land has a great article called What Retailers Need To Know About The Local-Mobile Marketing Landscape . Timely as it seems every report indicates that people are searching more and more with mobile devices and oftentimes for local services or stores. The author makes some good points, including it’s critical to monitor your reviews and feedback that show up online, as much as it’s critical to use strategies to get your business in these local/mobile results.
Do you use Google’s Product Listing Ads? This article argues that they are cheaper and more profitable.
If you’ve done both PPC and SEO for a client, you have probably had to answer why the keyword research process looks a little different (or maybe a lot) for each. The Difference In Keyword Research For SEO vs. PPC from Search Engine Land discusses this very issue. Author Jenny Halazs breaks it down thusly: (For PPC) “You should focus on keywords that suggest a purchase (or goal completion), that represent a category area that is profitable for you, and that you can’t easily get ranked for in organic (most of the time – there are exceptions to this).” What are your thoughts?
That’s about it for this week’s edition. Hope everyone has a long and restful weekend!