Weekly Search Marketing Roundup – 7th May 2014

By Anthony Coe | Google AdWords

May 08
Latest SEM News & Tips

New Research: Location Extends The Relevance of Search Ads | Inside Adwords

Bao Lam, performance ads product marketing manager at Adwords, reports on new research, conducted by Ipsos MediaCT and Purchased®, that suggests “4 out of 5 consumers say they want search ads to be customized to their city, zip code or immediate surroundings”. Included in the research are findings that searchers use a variety of means of searching for local information, that more than 60% of consumers have used location information – directions, phone numbers and addresses – in their searches, and that consumers prefer to choose stores in their local area.

Adwords releases new guide “Keywords to the Wise” detailing keyword best practices | Inside Adwords

Matt Lawson, Director of Performance Ads Marketing, introduces the release of Adword’s best practice guide: Keyword to the Wise. The guide focuses on cultivating demand with keyword strategies. The short guide (12 pages) covers topics such as aligning keywords with business goals, managing match types, finding new targeting opportunities, expanding the reach of existing keywords, and refining traffic with negative keywords.

How to Get The Most Out Of AdWords Editor | PPC Hero

Are you using the Adwords Editor to its full value? Jacob Fairclough shares some of the powerful yet overlooked features of Adwords Editor. These include ad copy capitalisation, appending text, finding duplicate keywords and new keyword opportunities, changing bids in bulk as well as the flexible find and replace feature. Read the full post here.

Eight Steps to Craft the Ultimate PPC Landing Page | PPC Hero

Oli Gardner, co-founder of Unbounce, provides an in-depth post covering a new approach to crafting landing pages by introducing storytelling and Freytag pyramid into the mix. He provides 7 steps (plus 1 bonus tip) to getting this right from setting your campaign objective, designing your form through to testing your page with a conversion centred design checklist. Read the full post here.

Latest SEM Articles from CleverClicks

Guide to Creating the Perfect Mobile Landing Page

If you are targeting mobile users with Google Adwords, you need mobile landing pages – that cater for reduced screen size, scrolling limitations and a different attention span. We provide a simple best practice guide for constructing the perfect mobile landing page. We discuss page content, call to actions and page speed as the 3 key ingredients for your mobile landing page.

How to AB Test Like a Star

Any advertiser who wants full control over their conversion rate will invest time, effort and money in conversion rate optimisation techniques, such as AB testing. In this post, we explain what AB testing is, how to construct a hypothesis, how to conduct your first experiment and how to measure your results. Read our full post on how to AB test like a star.

Introducing CRO to your Adwords Campaigns

In this post, we introduce the basics of CRO – via three scenarios with different conversion rates – and offer 4 tactics for optimising your PPC conversion rate. These include optimising your ads, landing pages, trust symbols and buttons.

By Anthony Coe

 

x