Pay Per Click Marketing: New Innovations

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The world of Pay Per Click (PPC) marketing continues to evolve; Google through it’s Adwords program continues to be a clear leader in this space, as it has been for the last many years.

However, in the recent past, Facebook has become a reasonable alternative and addition to Google for PPC marketing. The performance of Facebook PPC has been reasonably good and in some cases better than Adwords according to a number of publishers. A lot of publishers also use Facebook PPC to drive traffic to their Facebook pages to increase the numbers of likes or fans on their pages, so they can constantly update these users with the latest from their companies.

Facebook does not offer conversion tracking like Adwords does, so there may be some extra effort involved in setting up click tracking for Facebook campaigns using tools like Google Analytics. Facebook also lets advertisers add an image in the ad, which can help in branding as well – this scores better over the text-only advertisements on google search.

Adwords has made some recent additions to it’s platform which helps advertisers derive even more bang for their buck. One of the key changes has been the Topic based targeting on the content network side. The content network is the millions of publishers who use Google adsense to monetize their website inventory, which you can target through Adwords.

Earlier, only keyword based (contextual) targeting was allowed for the content network, however, now Google let’s you target websites by topic. Internally, Google’s crawler has classified all the sites on it’s publisher network by topic which is the engine behind this targeting. Topical targeting has been shown to be more effective in driving more relevant traffic to publishers than contextual targeting.

The other great enhancement in AdWords is the ability to now, within the interface, see the long tail of queries for which advertisers received clicks and conversions on broad / phrase match queries, and add those exact long tail queries to their campaigns with manual and individual bids for each of them. This helps increase coverage and fine tune bidding on different variations of the phrases on which advertisers are receiving clicks. Adwords also has a feature called enhanced CPC, which if enabled, would automatically increase or decrease the bid for a keyword based on the conversion rate and cost of conversion it is receiving.

We look forward to many new tools, features and options for PPC marketing in the coming months and years.

Author Biography: This is a guest article written by Sapna, Manager at Taaza.com, an Indian horizontal site. Significant verticals include Jobs,Classifieds, News, Education,Photos, Movies, Shopping and Finance.


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