Pay Per Click Universe – March 7, 2011 – Vol. 8, No. 5


Pay Per Click Universe – March 7, 2011 – Vol. 8, No. 5

Editor’s Note
Don’t Forget About Social Media — Some Tools To Help!
Although we almost exclusively concentrate on PPC tactics and news in this newsletter, the potential for ad opportunities in social media is something that anyone involved in online advertising can no longer choose to ignore. To that end, I hope that all of you are making inroads into the variety of social media properties available and setting up a business presence there, even if you have not yet delved into the growing opportunities for advertising that exist on such sites. It can seem like an overwhelming number of properties, but there are lots of tools available to help. The Social Media Examiner did a great post this week on “22 Hot New Social Media Tools Worth Exploring” that I recommend as inspiration for the various ways you can make the most of an involvement in social media, as a stepping stone to exploring advertising options in this new arena. 

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
Choosing An Ad Delivery Setting In AdWords – March 6, 2011 

Posted By PPC Without Pity – “Just over a week ago, Google announced a new setting in their AdWords ad
delivery options. Instead of only having the options to rotate ads evenly or optimize for clicks, you now have the option to optimize for conversions. This is a big deal, since most of Google’s automated account optimization up to this point has focused on getting more clicks.” Read the rest of the news item here.

The Dos And Don’ts of PPC Testing, Or, “Days Are Not Data” – March 4, 2011

Posted By Searching Beyond the Paid – “Last week, I wrote about the new Adwords option to optimize for
conversions, and I talked a bit about testing principles. In my experience, PPC testing is one of the most misunderstood aspects of PPC. I’m always surprised by how many advertisers don’t test at all – which is, to be blunt, a huge missed opportunity.” Read the rest of the news item here.

The 15 Minute Paid Search Tune Up: 3 Quick Fixes – March 2, 2011

Posted By Search Engine Land – In House – “In preparation for my upcoming appearance at SMX West as a PPC pro in the Paid Search Tune-up Clinic with  the SMX Mechanics session, I’ve been thinking more about quick fixes for paid search marketing accounts.” Read the rest of the news item here.

Google “Farmer” Update: PPC Data and Impact – March 2, 2011

Posted By the Rimm-Kaufman Group Blog – “There have been a number of great articles written in the past week covering Google’s recent algorithm change that many are referring to as the “Farmer” update for it’s negative impact on the search rankings of so-called content farms. At RKG, we thought we could add to the
discussion by focusing on the performance of these sites as Google Search Partners since the primary goal of a content farm is to generate ad revenue and AdSense is often a big part of that equation.” Read the rest of the news item here.

Probability Theory For Landing Page Testing – February 28, 2011

Posted By ClickZ – “Probability theory is a branch of mathematics that deals with the description and analysis of random events. The key building blocks of this framework are as follows:” Read the rest of the news item here.

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Search Blog by Search Marketing Standard Magazine
Click Magnets: Using Keywords To Attract Better Leads 

Think of keywords as magnets. They’re common objects that can simultaneously attract one thing and repel another. And that’s a powerful force, particularly when it comes to successful search engine advertising.

A WebVisible review of 551 advertising campaigns found that keywords directly influence how many leads are generated for every advertising dollar spent. So, how can you use the magnetism of keywords to pull in the visitors you want-and turn them into real leads?

The trick is to first understand how different search phrases operate. Here are some tips to get you started. Continue reading …

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Featured Review – PPC Tool
Google Labs Google Sets 

“If you have been involved in pay-per-click advertising for any length of time, you likely have used at least one tool or piece of software to help you find keywords on which to base your account and bids. Keyword selection is one of the basic items that need to be carefully considered to be successful in this type of advertising. Many keyword selection tools offer slight variations on the same theme, so if you are looking for something a little different to try, a tool in the Google Labs area called Google Sets may provide some inspiration.” Read the entire review here.

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Upcoming Events
SEO & Social Media Success Online Seminar – OnlineApril 5-14, 2011
ad:tech San Francisco – San Francisco, CAApril 11-13, 2011
Search Marketing Expo (SMX) – Toronto, CanadaApril 28-29, 2011
AdWords Advantage – onlineMay 3-19, 2011
Search Insider Summit – Captiva Island, FLMay 4-7, 2011
A complete calendar of upcoming events is located on the Search Marketing Standard site, along with details of available discounts for our readers. offers several newsletter options to suit your needs.

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