Pay Per Click Voodoo
The Pay Per Click Package Deal – part 3: Means to an End
It’s surprising to me how much news there’s been in the online ad world lately about “post click” optimization. It’s as though it never occurred to anyone that the transaction doesn’t end on the landing page. If you aren’t tracking user behavior, watching the paths your visitors take through your site after the click, you’re missing a huge chunk of the story.
Click Fraud Might Be Down, But It’s Still Scary
The good news across the board though, is that the PPC platforms themselves are accounting for the drop in click fraud, as they’ve become more sophisticated in preventing it. The bad news, of course, is that click fraudsters are moving to other types of ad networks, which are still more susceptible to these sorts of attacks. Darn.
Will Courts Be Able to Stop Trademark Camping?
Finally, a judge who understands what’s happening regarding the use of trademarks as keywords has made a ruling that using trademarked names and phrases in a leyword list is, in fact, commercial use of someone else’s trademark and constitutes an attempt to mislead the consumer.
Adding a 5th Dimension to PPC Testing
PPC analytsts are generally familiar with a standard set of landing page test dimensions – placement of elements on the page, voicing the call to action (color and wording), varying degrees of branding, and ultimately, the conversion event itself. You can set up split-testing by simply duplicating entire campaigns, changing one test dimension and setting up ad schedules. Most people test a landing page’s physical elements – color, wording, content, form or no form, etc. Very few people test these different elements along with timing.
The Most Misused Tool In Pay Per Click
Spyfu… nifty gadget, valuable tool, but all too often misunderstood and misused. And this is all because they go where no tool has gone before (or should go) – they guesstimate ad spends. This is what countless business owners think they need in order to succeed. They are mistaken.
Make Mountains Out Of Molehills
I believe history indicates that Wards actually beat Sears to the punch with catalog shopping itself, an incredible innovation for the time. But Richard Sears didn’t let Ward’s “first to market” status be an impassable mountain. What did he do?
