If you're looking for some joy from your AdWords accounts this holiday season and beyond, Google's new 'Automated Rules' tool might only makes things worse. 'Automated Rules' allows users to specify amounts by which to raise or lower bids whenever certain conditions are met, but gives very little guidance on how to do so in lower-risk ways that maximize your return.
The concept of “statistical significance” is probably one of the most misunderstood phrases in search marketing. People sometimes ask me to assess whether the difference between two clickthrough rates is “statistically significant” or not with the same look on their face as if they are asking if a particular rash looks infected. “The clickthrough rate […]
Various marketers have offered advice on writing "killer" PPC ads. But examining the ads Google runs on competing search engines suggests that a simple list of "tips and tricks" may not be enough.
The downsides to overbidding on keywords are both plain and painful: low-quality traffic at a high cost-per-click (CPC) and a limited budget quickly blown away with little to show for it. But bidding too little, or just not properly accounting for budget constraints, also has consequences, some subtle and some more obvious. Here we will consider some lessons that will help you to avoid the pitfalls of budget-constrained bidding.