Avinash Kaushik - world leader in web business optimisation
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Paid Search Best Practice Guide Blog
Up one levelThis blog gives updates and an RSS feed for additions to the next edition of the E-consultancy Paid Search Best Practice Guide. I only cover significant new algorithm changes and tools, posting a few articles per month. Covers Pay Per Click Marketing. For other blogs, chose the blogs tab.
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Category 5 Alert for all UK companies using Google Adwords
My Category 5 reference is the Hurricane scale which officially runs up to 5... In a major policy change affecting brand name bidding, from 5th May Google will permit brand names to be used as triggering keywords. Use of trademarked terms in Ad text (creative) will not be permitted. Read on for the implications for advertisers.
Explanation and definition of Google Adwords quality score
Developing a detailed understanding of Google’s quality score is essential to improving performance of your paid search campaigns in Google Adwords. This is how I introduce it in the E-consultancy PPC guide and on my training courses. In March 2008, Google incorporated page download performance to its quality score. Read about this at the end of the article
Implications of Google’s secondary search (search within site) box
From March 2008, Google incorporated a secondary search box beneath the listing for some brands within it’s natural listings which, if used invokes a "search within site search". These are the implications for search marketers.
Competitor trademarks used in Google AdWords
Brand abuse or hijacking where a competitor advertises using a brand name, trademark or company name on Google AdWords or the other Pay Per Click search networks is a common concern voiced by marketers who either see their competitors seeking to divert brand traffic to their site, or they want to know whether they can do it...
Share of Voice Reporting in Paid Search
Share of voice reporting or oportunities for your ad to be seen is an option introduced into Google reporting in 2007 which can be used to indicate whether you are maximising the potential volume for a keyword.
Using Google Placement targeting
Google provides options to be more precise in placing targeted advertising on sites within the content network through the IMO underused placement targeting (formerly site targeting).
Search engine eyetracking research - SEO & PPC
When I'm training on search engine marketing, and I ask "do you click on the paid or sponsored listings", most marketers are cynical that anyone clicks on the paid or sponsored listings, because they themselves aren't. Eyetracking research and the results of PPC campaigns tends to show things differently. You can download this Eyetracking research which has interesting data for Google and the other search engines. You did notice Google changed the background colour of its top results in early April from Blue to Yellow - first change in 5+ years - so they must have been doing some testing too...
Google affiliate marketing programme launched
Well, Google won't call it an affiliate programme programme, it's a "Pay-Per-Action" option on the Adwords programme. From the publisher side affiliate ads can be served through the the Google AdSense programme.
Google introduces landing page optimizer
A great free, new tool for multivariate testing of landing pages and any page where you seek to analyse and improve conversion. Free service to Google Adwords and Google Analytics customers.
Yahoo Search Marketing overhauls approach
Yahoo! introduced a new ad platform in October 2006 (with the development codename ‘Panama’) which is more similar to Google Adwords than the previous version in campaign structure, targeting, creative testing and bidding options. Different advertisers will be rolled out over a three month period.
