Let’s start with Yahoo!
As we know, Yahoo is busy preparing for the transition to AdCenter. The move won’t happen until later this year, but Yahoo have recently given some tips to make the transition smoother when it happens:
- Shorten your Titles: Yahoo allows 40 characters in ad titles while AdCenter allows only 25. Your longer titles will be cut off after the transition to AdCenter, and since it might be a time consuming task we should start to get ready for it now.
- Expand your Keyword list: Yahoo treats singular and plural forms as the same keyword, as well as common misspelling, while AdCenter treats them all as separate keywords. Make sure to add those keywords after the transition to AdCenter.
- Check your Bids: Yahoo allows bids starting from $0.01 and AdCenter bids start with $0.05, any bids below the minimum will be automatically raised to $0.05 after the move. Review your campaigns for anything that needs to be paused before the bid raise.
At this point it’s unclear when the transition will happen, but the goal is to protect the valuable holiday season, so the transition will either be completed before that or postponed to 2011.
After the move, the advertisers will be able to view all their Yahoo and Microsoft traffic in the AdCenter reports. However, after the transfer, advertisers won’t be able to select to receive traffic only from Yahoo or only from Bing.
Ad copywriting tips:
- PPC Academy offers some tips on ad writing:
Test ads in different topical directions. After a few weeks, see which directions work best and write more ads in the successful ones. Examples of directions are as following:
- Strong call to action
- “Official site”
- Emotional connection
- Ask questions
- Time sensitivity
- Buying cycle
- Branded terms
- Dynamic keyword insertion
Make sure you really concentrate on the direction you have chosen for any specific ad, remember you can always write “softer” ads when you decide which directions work best for you.
- ADGoroo have done a study on ad copy and found out some interesting things:
- Consider using trademark symbols (™, ©, ®) in your ads, as they are highly unusual and might increase CTR rates by attracting the users’ attention.
- Experiment with extremely short ads, anything that makes your ad stand out is good. Try writing ads with only about 10 characters per line.
- Include “www” in your URL, not doing so tends to hurt CTR rates.
- Include numbers in your ads (prices, number of users and so on), doing so might increase CTR rates
The Mad Scientists of Paid Search
At the SMX Advanced in Seattle, some of the leading paid search experts shared the results of their experiments with AdWords.
Here are the results of the experiments presented at the ‘Mad Scientists of Paid Search’ session:
- Does the conversion rate vary per ad position? We all know that in most cases, you get the most clicks the higher your position is, but does the conversion rate remain constant? Some advertisers assume that the higher positions that get a lot of traffic might not be optimal as far as conversion rates go.
This hypothesis was tested by a team from Marin and found that there’s no significant differences in conversion rates between positions.
- Google suggests that when ad groups are moved or reorganized within a single account or moved to a different account, the history of domains, keyword and ads is maintained by AdWords, and there should be little impact on clicks, impressions, Quality Score and CTRs.
This was tested by Avenue 100 Media Solutions and the conclusions were that when ad groups are moved within an existing account there is little impact on the performance, but when moved to account to account (new or existing), the quality score suffered significantly.
Curiosity of the week:
Be careful with automatic templates…
Thanks for Reading!