Ahhh, the glory of instant gratification. It’s sweet when you’re on the receiving end, albeit sometimes not so much when you’re the one expected to dish it out, 24-7-365 or risk losing your customers to your competition. Fortunately, there are all kinds of innovative, crazy, wacky and completely ridiculous tools that can help us deliver instant gratification with relative ease – but what should retailers be doing to react in real-time to constantly shifting external conditions? You’ll find out in today’s roundup.
In other news this week, Bing talks about strategies for improving keyword relevance and fine-tuning audience targeting using handy features like broad match modifiers. Since relevance is like oxygen to PPC, this is one you’ll definitely want to check out. (Want immediate gratification? Go here now.)
Gee, it’s all in the bag this week. Instant gratification, real-time response, relevance…what else? If you target your audience geographically, you’re going to like Bing’s new targeting options. There’s also some talk about intent and other fascinating topics only those of us entrenched in PPC can truly appreciate. Alright, I know you’re spoiled and are waiting for gratification, so here we go…
What’s up, Google?
If you’re in the retail business, timing is everything. In fact, real-time response is critical to meet the instant-gratification expectation we’ve brought upon ourselves. With search data now coupled – and influenced by – social trends, there’s a lot to keep up with and respond to on a moment’s notice.
Even weather changes can spell big opportunities for retailers who know how to play their PPC cards right. Think with Google weighs in on the real-time demands with some in-depth insights and analysis of making real-time response work in retail. Get the full rundown here.
Hungry? Watch a couple YouTube videos, and you just might be. Turns out YouTube is fueling the foodie fan culture among millennials, with subscriptions to food-related channels growing by 280% over the past year. This article is from June, but pretty darn interesting if you ask me. Check it out at Think with Google.
Google is now offering Display Targeting reports in Google Analytics, which are helpful for understanding what’s happening when you’re getting clicks but not conversions. Read more about it at PPCHero.
Let’s see what’s happening at Bing…
Keyword relevance is, obviously, a huge deal in the world of PPC. If your keywords aren’t relevant, it’s like throwing a bunch of spaghetti at the Great Wall of China in hopes that one piece will eventually stick. It’s so important that the ad networks consider the relevance of your keywords as part of whatever scoring system they utilize and it weighs into the eventual determination of how prominently your ads will be placed.
In other words, make sure those keywords are relevant.
Good news: Bing wants to help you improve your Keyword Relevance Score – part of its scoring system for determining your worthiness as an advertiser, which is otherwise known as your overall Quality Score. This article offers some fantastic tips for evaluating keywords for relevance, such as:
- Avoid ambiguity. Ambiguous keywords are usually too broad and consumer intent could easily overlap with something completely out in left field. (In simple terms, a waste of your ad dollars.)
- Negative keywords are an incredibly valuable tool that can even be used to narrow the playing field for otherwise ambiguous keywords. Use them.
- Make sure your keywords are present in your landing page copy. Seriously. Just because it seems logical to you that one term is related in an ancillary way to your keywords doesn’t mean it will be obvious to the relevance crawlers (bots).
- Use broad match modifiers to fine-tune the potential traffic. Broad match modifiers are additional keywords that are preceded by a + sign, indicating that the word or a close variant must be present in the search query – somewhere. This is distinct from exact match and phrase match, which require the search queries to match more precisely. So, broad match modifiers are serving two purposes: Narrowing your otherwise too-broad keywords, while expanding the potential traffic beyond what exact match would provide.
Want more fabulous tips on improving your keyword relevance? Click here to read more from Bing.
Geo-targeting advertisers, rejoice: Better targeting options are here in Bing! You can now see which regions you’ve targeted and excluded, add both location and radius targets in the same ad groups, and target by radius at a more granular level. Find out more at the Bing Ads Blog.
And let’s take a stroll around the rest of the web…
I already jumped on the back-to-school bus (get it? Not a bandwagon, but a bus…) a few weeks ago. Apologies to all the teachers out there glaring at their tablet screens as they see anything with the dreaded words “back-to-school,” but it’s a necessary evil for PPC-ers who want to stay on top of their game.
But speaking of staying on top, you also want to stay on top of your budget, which can easily get out of hand during back-to-school season. PPCHero has some tips for keeping your ad spend in check. Get ‘em here.
You know how we’re always talking about how mobile search is practically achieving world domination? Well, that’s true, yet there are many advertisers who have shifted their ad dollars accordingly and just aren’t seeing results.
That’s, naturally, a pretty confusing phenomenon, but there’s a good reason for that and it all lies in: user intent. The Certified Knowledge Blog tackles this issue with some in-depth advice on how to successfully transition your campaigns to mobile. Hint: You can’t just “transfer” your ad campaigns, as-is, to mobile. More on that here.
Facebook is headed for doom. At least, that’s what you might think if you read commentary on its oft-discussed IPO. But, Facebook’s ad revenue is booming – and it’s primarily thanks to mobile. In Q2 2014, Facebook boasts a massive 61% increase year-over-year in ad revenue, to the tune of $54 million. That admittedly leaves me a bit speechless, so I’ll direct you over to Wordstream where you’ll immediately be convinced that you Must. Purchase. Facebook. Ads. Now. Go!
Now that you’re chomping at the bit to uncover the secret to Facebook advertising success, I’ll send you off on your merry way to go implement your very first (or your next) Facebook ad campaign. It’s a great way to spend a Friday, don’t you think?
Make it a great weekend, folks! Catch you next week.