Sep 08 2014

Traffic From Google SERPs Has Changed: Heat Maps Study

Category: businessTom Shivers

Mediative recently published the results of their latest eye-tracking study where they zeroed in on how users interact with Google search results pages (SERPs) in an effort to identify real opportunities for SEO, PPC and branding especially as it relates to click-through rates. What they found is enlightening and corresponds to what I’m seeing with some of my clients.

Some of you remember the 2005 study known as the Golden Triangle heat map displaying how users interacted with Google SERPs, but people don’t interact with SERPs in the same way today.

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Apr 30 2013

Bing Ads: Search Marketing You Cannot Ignore

Category: pay-per-click advertisingTom Shivers

By the end of this short article, perhaps you will agree with me bingads-bombthat Bing Ads is no longer just a nice source of PPC traffic, but a necessary part of a well rounded paid search advertising campaign. Essentially, Bing Ads is a new platform with significant market share.

Brief progression of an Adwords contender…

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Sep 16 2008

Adwords: New ‘First Page Bid Estimates’ Means Higher Prices

Category: pay-per-click advertisingJon Davis

Over the next couple days Google will be changing aspects of their Adwords algorithm that will likely have an effect on every advertiser currently using Adwords.  Quality Score will now be determined in real time, no keywords will be marked ‘inactive for search’ and most importantly ‘minimum bid’ will be replaced by ‘first page bid’.  The last change is likely to have the greatest effect on advertisers.

If you are bidding for a keyword without much competition then you will probably not be affected that much but for advertisers who are bidding on highly competitive keywords costs are likely to rise.  Google is now going to provide an estimate on what the cost would be for your ad to appear on the first page of the search results.  The bids are based on the exact match version of the keyword, the ad’s Quality Score, and current advertiser competition on that keyword.  Google believes this will be more valuable information to the advertiser as opposed to the ‘minimum bid’ because it will help advertisers better understand what is necessary to have their ad on the first page.  Now advertisers will see this new bid estimate and probably have to raise their current bid to get on the front page.  This means costs will now be rising because people are bidding more, the competition is now even higher and the new ‘first page bid estimate’ will rise even higher.

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