PPC Buzz of the Week – Friday 2/12/10

Y!our Ads

According to an article from AdWeek.com, Yahoo unveiled two new search ad features this week: Y!our Ads and Yahoo Search Assist ads. Essentially, Y!our Ads (nice play on words/grammar by the way) takes into account a user’s search history and serves text ads based upon that history rather than displaying ads only when specific search phrases are entered into the Yahoo search function. The other “unveiled” feature is integrating ads into the Yahoo Search Assist feature (shown below).

When you really think about it, isn’t personalized search one of the main cornerstones Bing was founded on? Also, both search engines (just like Google) feature a search assistant. So who really thought up and rolled out these new features, Yahoo or Microsoft? It seems awfully ironic that both features would be easily compatible with whatever advanced platform is unveiled once the Microsoft-Yahoo deal is approved.

Divorce Between Facebook & Microsoft

Facebook is no longer part of the Microsoft contextual network according to this post on DMNews.com. Apparently there was mutual agreement that Facebook should take complete control over display advertising on Facebook.com. Bing will continue to power Facebook search which in turn will run paid search ads. Even though there was mutual agreement and everyone seems content with the outcome, you have to think Bing will be losing some money given Facebook has over 400 million users.

Organic Doesn’t Make Google Money….Duh!

Simply put, this is a great article on the developments affecting Google organic and paid search over the past year and into 2010. In fact, I couldn’t agree more with Alex Cohen on the fact that all of these new AdWords ad extensions are a way to compensate (in both traffic and money) for the improved Google organic features. Without a continued innovative approach to enhancing the paid search experience, in comparison to making organic more user friendly and advanced, Google would potentially be sending more traffic to organic listings and losing out on millions that were previously generated by AdWords traffic. Simply put, the timing of all these AdWords ad extensions makes perfect sense.

Pesky Deleted Keywords Still Affect Google Quality Score

I’ll be honest, I was under the same impression Amber at PPCHero was in terms of the effect paused or deleted keywords and ads had on overall account performance. That just changed after reading her post. However, this new found insight also does make sense to some degree. Quality score is made up of a host of different factors including historical performance and relevance between keyword and ad copy. So in essence it makes perfect sense that although you suspended poorly performing, and thus low quality score, keywords and ad copy those poor performers would still have a degree of effect on your current status.

Basically (paraphrasing Amber here) when you delete or pause low quality keywords and ad copy it still affects the overall quality score of your account due to this historical performance. As time progresses and performance is improved, these poor performers will have less of an effect and you should see cost diminish and average position improve. Best thing to do with this new found knowledge is to analyze and suspend or delete all those poor performers ASAP so you can start improving your overall account today.

Until next week…Keep on Searching!

Stay up to date on the weekly PPC Buzz by subscribing to DragonSearch’s RSS feed, following us on Twitter, or becoming a fan on Facebook. Also, you can follow me on Twitter @Andy_G_PPC.

Related Posts
Related Case Studies

Dragon 360 Logo