Another week has passed and it’s time again for the News and Views from around the PPC industry. Although none of our requests for the Google AdWords system downtime came true, there are still plenty of things to be excited about. Here we go!
Wordstream: This week on the Wordstream Blog, Elisa Gabbert asked 24 marketing experts “What’s the most surprising or exciting result you’ve ever achieved in an A/B test”. This article serves as a great reminder that whether you’re new to the industry or you’ve been around since the dawn of PPC, there are still plenty of surprises to be had. Check out the article to see what the experts said and remember, always be testing!
Search Engine Land: Over the past few years, tablets have consistently increased in paid search audience share and have generally been treated as one large group. But in his Search Engine Land article this week, Mark Ballard of RKG tells us why it might be a good time to revisit your PPC strategy for tablets. He explains that some tablets perform very differently and provides a suggestions as to why and how to take advantage of those differences. Check it out!
Search Engine Watch: PPC marketers spend a good chunk of their time weeding through data. It’s evidence we use to make decisions and take actions we believe are best for the health of our accounts. But there is a segment of data that often gets overlooked: Analytics. Over at Search Engine Watch, Melissa Mackey talks about the importance of Using Web Analytics for PPC Optimization and walks us through some of her key measurements for PPC and how to interpret them.
Google AdWords Blog: On Monday of this week, Google announced a new proactive approach of enforcing their unique sitelinks policy. This policy states that all sitelinks must have a unique URL and page content. In the post, Google covers how this new enforcement strategy will work, impacts on format and performance, and future enforcement with existing sitelinks. We advise you to read the post and be proactive. Check your campaigns for improper sitelink use before Google does it for you. Take care of any issues you find so your sitelinks will stay eligible!
And with that, we close out this week’s edition of PPC News and Views. Tune in next week!