Welcome to another edition of the Boost CTR Weekly Round Up. This week we have updates to the AdWords platform, how-to guides, and of course a bit of miscellany.
CHANGES IN ADWORDS
First, Google made two big AdWords changes this week. One is to the AdWords Ad Preview Tool, now allowing advertisers to view geotargeted ads’ placement and appearance. The other major change is that Google has automatically made all ad text display domain URLs lowercase in all ads, which may seem like a minor tweak but could have a substantiative impact on your campaigns. You can check out our oddly timed ad text display URL post on Search Engine Journal (the advice was all accurate at the time, we swear). Google made the change after they discovered that uniform lower case URLs have a higher CTR.
FEATURES AND GUIDES
Google launched a new feature back in December that makes ad copy testing using AdWords’ Campaign Experiements (ACE) possible; you should definitely check out SEER Interactive’s Step By Step Guide if you haven’t already. The folks at Periscopix also had a great post highlighting Adwords’ most useful 2010 features that you should be using this year.
Boost CTR put out another in a series of Ad Text Guidelines best practices tips–this week’s post shows advertisers Ad Text Limits, Ad Text Lengths, and Editorial Guidelines for AdWords and AdCenter. Another great ad writing how-to this week was Marketing Experiments’ How To Test Your Value Proposition Using PPC Ad Text. Our friends at WordStream also had an awesome guide on integrating PPC Search Query Performance into with SEO strategy.
INDUSTRY NEWS AND COMMENTARY
Search Engine Land had two great posts this past week, a commentary about Questioning Paid Search Benchmarks, and a report SEM ROI in Q4. You should also check out the reprint of Ben Jesson and Karl Blanks’ interview about Conversion Rate Optimization.
…AND SOME THOUGHT-YOU-SHOULD-KNOWs
Lastly, we want to acknowledge again this week’s Win of the Week–a 175% ad performance improvement from one of our writers.
And a quick note for those who may have missed the initial announcement: Certified Knowledge is currently accepting guest blog posts. You can find the guest blogging form on their website.
That concludes this week’s edition of the Boost CTR PPC Round-Up – have a great weekend and if it applies to try to stay safe with the snow (and if it doesn’t those of us in the snow don’t want to hear about it).