Links – 15 February 2007 – Pay-per-Click Special

Digital Marketing


In this week’s installment, we focus on pay-per-click management:

Search Is the Best Performing Online Marketing Tactic
MarketingSherpa and ad:tech surveyed online marketers about what worked in 2006. reports that for the second year in a year, marketers voted paid search ads as the best performing tactic.

Google Now Displays Keyword Level Quality Score
Users can now see the Quality Score for each keyword on a 3 point scale (poor, ok and great). (You may need to select “Customize Columns” to see this.) Also, Google will lower the minimum bids on keywords with little history bid until they have enough data to make a more accurate assessment of the Quality Score for that keyword in each account.

5 Steps to Pay Per Click Advertising That Works
Post from the excellent Copyblogger that focuses on what to do with the traffic once they click: build ultra-specific landing pages that offer quality-resources that help educate the prospective customer.

How To Avoid Clicks From Bad Targets
According to Marketing Sherpa’s Benchmark Report, the average click cost on Google in 2006 for a B2B service organization was $2.77 (more than double the $1.36 average cost for a consumer product click). At this price, how do you ensure the right people click? By writing ad copy that tells potential prospects who should click, you can improve conversions and ROI.

Keyword prices rise 4% in fourth quarter
The average keyword price paid by online advertisers in the fourth quarter was $1.51, up from $1.45 in the year earlier period, according to Fathom Online, a search engine marketing agency, in its Keyword Price Index. The average keyword price in last year’s third quarter was $1.48.

Sponsored By: Pay-per-Click Management Software from Marketo, coming soon.