Pay Per Click Universe – June 20, 2011 – Vol. 8, No. 12


Pay Per Click Universe – June 20, 2011 – Vol. 8, No. 12

Editor’s Note
Testing, Testing, Testing

As important as testing is for those involved in pay-per-click advertising, many don’t do it. We’re all very busy and it’s tempting to just count on your ad working the best it can. But testing doesn’t have to be a complicated and time-consuming matter. It does, however, have to meet certain specifications in order to produce results that you can count on. Get Elastic has a great blog post detailing the four problems that may threaten the validity of your test results. Basically, they are: (1) too small a sample size; (2) an external event changing visitor behavior; (3) change in technical environment or measurement tools; and (4) change in incoming traffic sources or traffic mix. For details of each and suggestions for minimizing these factors, check it out!

Any comments or suggestions for the Pay Per Click Universe Journal can be sent to me via email at  [email protected]

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Recent Pay-Per-Click News and Announcements
The One Minute Paid Search Account Diagnosis – June 20, 2011 

Posted By Search Engine Land – Paid Search – “Every PPC manager wants to know how to increase their exposure, especially if they feel there aren’t any new keywords they wish to add. There is a simple way to determine how to increase an account’s exposure that can be accomplished in less than a minute.” Read the rest of the news item here.

Top 3 Takeaways from SMX Advanced, aka Homecoming for SEMs – June 17, 2011

Posted By Searching Beyond the Paid – “Last week, I attended my 4th SMX Advanced in Seattle. It’s probably my favorite SEM conference of all because there are no beginner sessions. Every session covers advanced ways to improve your SEM and social media campaigns.” Read the rest of the news item here.

Rimm-Kaufman Group Discusses Their Experience with Product Listing Ads – June 16, 2011

Posted By Google Inside AdWords Blog – “Recently we had a chance to catch up with Matthew Mierzejewski of Rimm-Kaufman Group (RKG) to discuss his experience managing Product Listing Ads for his clients.” Read the rest of the news item here.

Google Releases Improved AdWords Display Network Tools – June 15, 2011

Posted By Search Engine Journal – “In the world of advertising, especially as breach into the often treacherous realm of the display network (be it Google’s or anyone elses), relies on the advertiser knowing what they’re doing. There’s just one trick: Without appropriate knowledge and experimentation, it’s impossible to provide the right answer.” Read the rest of the news item here.

Creating Custom Reports in Google Analytics – June 6, 2011

Posted By PPC Hero – “Google Analytics is an extremely valuable tool in analyzing the performance of your website, whether you are focusing on paid or organic traffic. The first time you log in to Analytics though can be quite overwhelming. I was just getting comfortable with creating custom reports in the old version of analytics when Google released the updated version in April. I finally worked up the nerve to switch over and discovered some great new features that were added to the custom reports.” Read the rest of the news item here.

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Search Blog by Search Marketing Standard Magazine
Social Automatic Content Filtering – A Speculation 

It’s fun to speculate, right? So what should we make of the path of content-oriented changes and updates made by Google over the past year? First it started with May-Day 2010. A start towards penalizing websites (or specific pages within a site) that contain scarce content yet ranked well due to the site’s domain authority.  Reports seemed to indicate that directory-based site where category and/or sub-category pages with little content dropped like weights in water. Along the way, even earlier, duplicate content emerged first as a question of “what’s the impact” but later with specific requirements from Google on how to address it within a site and later across sites. Then Panda targeted low quality content sites even further. Continue reading …

To view the Search Marketing Standard blog, visit

Featured Review – PPC Tool
Amadesa A/B Test Calculator 

“The free Amadesa A/B Test Calculator is a fairly standard tool that will help you calculate how long you need to let a simple A/B test run in order to get results that you can count on being accurate with one twist – it allows you to set the confidence level you want to achieve. The calculator is similar to others available online, including one that Google provides in its AdWords Help Center. One only has to enter six simple pieces of information into the tool – the average daily visits, the current conversion rate (in a percentage), the percentage of traffic you are including in the test, the number of versions of the ad you are testing, the expected lift in conversion rate that you expect (in a percentage), and the confidence level of the data that you wish. Once these figures are entered, simply click on the Calculate Now button and you will see an expected duration in days that you will need to run your test.” Read the entire review here.

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Upcoming Events
SEO & Social Media Success Online Seminar – OnlineJuly 12-21, 2011
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