March 1, 2008
It seems that the reason for the decline in clicks is down to improvements made by Google to increase the click quality (such as only making text clickable instead of the entire ad unit).
One has to wonder whether a letter from Google has triggered this deeper analysis of the issue…
Anyway, with the recent news that click fraud is rising rapidly it’s timely for Google to remind us of these improvements. It will be telling to see the Click Forensics data for the 1st quarter 2008.
January 26, 2008
Google has announced the launch of demographic targeting for Adwords. This will enable you to show your paid search adverts to more targeted customers and thus drive better qualified traffic to your site. Very useful!
This involves site owners sending Google anonymised user data so that Google can then track these people and serve targeted ads. Surely this has to raise questions for data protection? That said, it is immensely useful to any retailer with data on their visitors!
December 3, 2007
We all know how notoriously difficult paid search is to get right in a highly competitive marketplace. Take car rental, loads of players, very high bid prices and some really proficient PPC campaigns. Need a what to stand out from the crowd? Take the lead from Sixt of Germany then, they’ve done something very clever with ascii art to make their adverts stand out from the crowd.
This is genius, and they experienced a 40% plus increase in clicks on the campaign! Something that could be applied to many industries!
This campaign has just won an award, more details here.
October 31, 2007
Tripadvisor have released their figures from a survey called their Traveller Trends Survey. Out of the survey comes some predicitions for 2008 trends that we should all expect to see.
One of the aspects of this (the link above has much more detail) is the TripAdvisor TravelCast. It’s a barometer of what’s hot in travel destinations. TripAdvisor engineers have developed a proprietary algorithm that looks at several criteria, including changes in search activity and postings throughout the TripAdvisor site. The TravelCast then predicts the rising stars in travel.
The destinations that are showing as increasing in popularity and expected to be the biggest next year are:
TripAdvisor TravelCast Top Ten World Destinations for 2008
1. Jerba, Tunisia
2. Makandi Bay, Egypt
3. Phangnga, Thailand
4. Kovalam, India
5. Sabaudia, Italy
6. Asilah, Morocco
7. Ko Phangan, Thailand
8. La Plagne, France
9. Yangshuo, China
10. Kotor, Montenegro
TripAdvisor TravelCast Top Ten U.S. Destinations for 2008
1. Sunny Isles Beach, Florida
2. Kitty Hawk (Outer Banks), North Carolina
3. Seward, Alaska
4. Kailua, Hawaii
5. Blue Ridge, Georgia
6. Mount Pocono, Pennsylvania
7. San Marcos, Texas
8. Paso Robles, California
9. Rockport, Texas
10. Copper Mountain, Colorado
Now, this is great insight for online (and offline) travel providers who bid on keywords on search engines. If you are active in pay per click and these destinations match some of your offerings then you should seriously consider looking at the data (clickthroughs, bid positions, bid amounts etc) to see if you can do anything else to get more clicks on these terms. If they are going to be so hot next year it may be worth diverting some of your paid search budget into these destinations over those that don’t perform for you currently. Insight like this is highly valuable, especially when it comes from such a big community as TripAdvisor.
September 13, 2007
Google (GOOG) are getting quite subtle in announcing new products developments these days. They’ve added a new FAQ to the Adwords Help Center which discusses search adverts appearing on mobile devices. I’m surprised this didn’t get shouted about on the Adwords blog…
They’re going to be running ads for free on mobile until 19th November, so your ads could be on the small screen right now. Of course you do have to have a mobile viewable landing page linked to from the ad for it to work (which is something I’m glad Google have done so they aren’t displaying pointless ads).
You’ll be able to opt out at that date.