Comments on: How To Get More PPC Traffic For Less Money http://searchengineland.com/how-to-get-more-ppc-traffic-for-less-money-26611 Search Engine Land: News On Search Engines, Search Engine Optimization (SEO) & Search Engine Marketing (SEM) Fri, 25 May 2012 21:03:00 -0400 hourly 1 http://wordpress.org/?v=3.2.1 By: Benny Blum http://searchengineland.com/how-to-get-more-ppc-traffic-for-less-money-26611/comment-page-1#comment-7233 Benny Blum Mon, 05 Oct 2009 22:24:57 +0000 http://searchengineland.com/?p=26611#comment-7233 @Sebastian - Absolutely. I am a firm believer in always separating search and content in order to maintain the fidelity of campaign level data. Search and content tend to perform at such different KPIs (CTR, CPC, Conv Rate) that if you have them in the same campaign then you lose the high-level view on the dashboard. @Julien - There are many studies that have shown a strong relationship between Ad Rank and CTR, but don't just believe my research - perform a rank based analysis on your data and see for yourself. My logic is that assuming you will get more clicks for less money with a higher QS, then why not optimize for it? I understand that clicks aren't necessarily the basis for success, but the more qualified clicks you can get, the more conversions you get as well. Cheers, Benny @Sebastian – Absolutely. I am a firm believer in always separating search and content in order to maintain the fidelity of campaign level data. Search and content tend to perform at such different KPIs (CTR, CPC, Conv Rate) that if you have them in the same campaign then you lose the high-level view on the dashboard.

@Julien – There are many studies that have shown a strong relationship between Ad Rank and CTR, but don’t just believe my research – perform a rank based analysis on your data and see for yourself. My logic is that assuming you will get more clicks for less money with a higher QS, then why not optimize for it? I understand that clicks aren’t necessarily the basis for success, but the more qualified clicks you can get, the more conversions you get as well.

Cheers,

Benny

]]> By: Maggie@losasso http://searchengineland.com/how-to-get-more-ppc-traffic-for-less-money-26611/comment-page-1#comment-7192 Maggie@losasso Thu, 01 Oct 2009 19:17:27 +0000 http://searchengineland.com/?p=26611#comment-7192 I agree with your description about the relationship between advertiser, keyword, ad copy and the landing page/ post click experience. In our experience, the more we optimize our campaigns to improve quality score, the better our campaigns perform overall. There is nothing more crippling to an account than low quality scores. It raises costs and lowers page views. I agree with your description about the relationship between advertiser, keyword, ad copy and the landing page/ post click experience. In our experience, the more we optimize our campaigns to improve quality score, the better our campaigns perform overall.

There is nothing more crippling to an account than low quality scores. It raises costs and lowers page views.

]]> By: Julien G http://searchengineland.com/how-to-get-more-ppc-traffic-for-less-money-26611/comment-page-1#comment-7183 Julien G Thu, 01 Oct 2009 07:13:08 +0000 http://searchengineland.com/?p=26611#comment-7183 Very interesting scheme. But if I understand, every changes on the 6 components leads to a better QS, and the QS leads to a better Ad Rank. Well, great, but, is the Ad Rank the priority factor of a well performed campaign ? I've read somewhere, from a Google insider, that the Ad Rank didn't influence as much as we think on performance. Finally, I agree about the testing and testing, and testing part. Beyond the analysis interest, is the constant changing of content in a Campaign is interesting from both the search engine and historical performance perspectives ? Very interesting scheme. But if I understand, every changes on the 6 components leads to a better QS, and the QS leads to a better Ad Rank.

Well, great, but, is the Ad Rank the priority factor of a well performed campaign ?
I’ve read somewhere, from a Google insider, that the Ad Rank didn’t influence as much as we think on performance.

Finally, I agree about the testing and testing, and testing part. Beyond the analysis interest, is the constant changing of content in a Campaign is interesting from both the search engine and historical performance perspectives ?

]]> By: Sebastien http://searchengineland.com/how-to-get-more-ppc-traffic-for-less-money-26611/comment-page-1#comment-7179 Sebastien Wed, 30 Sep 2009 21:47:55 +0000 http://searchengineland.com/?p=26611#comment-7179 Good article. Do you also recommend to create 2 campaigns for each campaign (if that makes sense). One campaign for the search network, and one campaign for the content network. Both campaign would have the same keywords and ad groups. What do you think? Good article. Do you also recommend to create 2 campaigns for each campaign (if that makes sense). One campaign for the search network, and one campaign for the content network. Both campaign would have the same keywords and ad groups.

What do you think?

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