PPC Educational Resources – SEM Synergy Extras
Actually, he’s got lots to share on all things PPC — which you can see by David’s relentless participation at search conference, his hosting of a weekly PPC podcast and his participation in Twitter — his stream is overflowing with great PPC-related finds.
In fact, I’d recommend that any search marketer with an interest in PPC follow David Szetela’s Twitter stream — he’s @szetela. Just a quick scroll through his Twitter feed’s front page shows an incredibly high-quality aggregation of pay per click news, opinion and educational resources.
Here are a few highlights from his Twitter stream I thought you’d like. (I have to thank David once again making my job a little bit easier!)
The landing page is crucial juncture of the PPC conversion funnel. Getting the click is obviously only a leg of the battle. If the search ad is the first date, the landing page is the second. No more first impressions and gut reactions — the landing page is an opportunity to woo, to court and to seal the deal. So when faced with seven clear ways to improve the chance of getting that score from a PPC landing page, it’s definitely worth careful consideration.
Oh the Google Quality Score, the mystery piece of the PPC puzzle. As any PPC pro knows, the Quality Score is a reflection of the relevance of your ad is to a searcher’s query — in Google’s opinion anyway. And in typical Google fashion, there’s a bit of a mystery around what factors are involved in generating the Quality Score. This post compiles what Google has revealed as far as Quality Score considerations, leaving the reader with a concrete idea of what can be done to positively affect Quality Score.
A recent study was conducted to determine how geography and demographics affect PPC user behavior. The research used zip codes tied to IPs and census data about average household income, average age, etc., to see if there was any correlation between the factors, both alone or combined. Of the major findings, people in rural areas are doing more searches than the average and those in rural and densely populated urban areas are more likely to click on PPC ads than those in suburbs and small towns — but there was no difference in conversion rate for those who clicked.