By: Kirk Williams
A controversial topic in pay-per-click advertising over the years has been whether or not it is appropriate/effective to bid on brand keywords. On one hand, bidding on branded keywords can help increase your quality score and help convert searchers who are ready to make a purchase. Alternatively, this strategy has been described as ineffective since you are essentially paying for traffic that could be acquired for free. Plenty has been written supporting both sides of the argument, and Kirk takes the middle road in this post as he outlines the pros and cons of bidding on brand keywords. Learn more about when and when not to use the brand strategies outlined over at Moz.
By: Robbie Richards
I am typically not a fan of these massive round-ups as I feel a lot of quality information can be buried with the vast amount of experts that typically participate. However, over the past year Robbie Richards has put together some phenomenal industry round-ups. And the best part is he always includes the most frequent responses at the top of the post, which is helpful if you don’t have time to comb through responses from 58 different people. This particular post is not solely related to PPC, but keyword research is an integral aspect of managing PPC campaigns, so I thought its usefulness was justified. Robbie reached out to 58 industry experts and asked which tools were essential for keyword research. Without giving too much away, the top 3 are: SEMrush, Google Keyword Planner, and Keyword Tool.io. Make sure to read the full post over at his blog!
By: Trenton Greener
Learn to use search operators is massively important for a multitude of reasons. It makes your own search queries better and can help you find what you’re looking for more quickly, and more importantly, it helps you learn how the search network works in more detail. While the point of the post was to look at whether or not Google is living up to their corporate philosophies, Trenton put together all kinds of useful information about search operators, so please do yourself a favor and check it out
By: Greg Sterling
This week Yahoo and Microsoft reached a new deal surrounding their ongoing relationship with paid search. Here are the need-to-know notes from the release:
- 51% of its desktop search traffic has to carry Bing ads
- Yahoo can choose what to do with the other 49%
- Google is a potential partner, but Yahoo has remained quiet on that front
- Each company will handle their own ad sales
- Bing will continue to provide the underlying non-paid search results and technology for Yahoo
- The official release is available here
Read all of Greg’s analysis over at Search Engine Land
By: Phillip Brooks
Google recently announced changes to their keyword planner tool, including competitor data and new metrics you can use to review relative ad impression share. While these new tools and metrics do serve a purpose (think finding where keyword expansions can be most impactful), they also do have their limitations. Phillip breaks down the pros and cons in this post at SEMrush. Make sure to check it out and try the new tools in the keyword planner.
By: Matt Ackley
In recent years, the Real Time Bidding (RTB) auction has changed the game for the display advertising network. This can be broken down two ways – Is the inventory reserved or unreserved (pre-sold vs. not pre-sold)? And is the pricing fixed or auction-based (how it’s priced)? In this article, Matt breaks down these two categories and explains in detail. Here is a brief overview of what you will find:
1. Automated Guaranteed
2. Unreserved Fixed Rate
3. Invitation-Only Auction
4. Real-Time Bidding (RTB)
Does One Programmatic Channel Perform Better Than Another?