Andrea Moro's blog

Keyword bidding mechanism to change again in Europe

in PPC

On the 5th April 2008, Google introduced a highly controversial policy change removing trademark protection from brands.  The same rule has been applied one month later also into UK. What it have meant in practice Prior to the decision, trademark holders could appeal to Google about ads driven by their brand names to have them removed. The change heavily impacted the market, as everybody since that date has been able to place a paid search advertisement against a registered trademark. By permitting the purchase of competitor keywords, Google opened up AdWords to a more aggressive bidding mechanism. It is worth reminding that Google has not removed all brand protections in paid search. However, at the same time some well known brand that have decided to not invest in PPC, started to have some trouble, especially with their competitors. Brand owners hideous by a competitor featuring in higher PPC position for their trademark had no choice but to bid for their own brands too. This […]

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AdWords Automated Rules

in PPC

Managing a PPC campaign could be sometimes a pain, especially if you need to make adjustments on a daily basis to make your bids more competitive or deactivate some keywords that you are aware are not performing at a particular day time. So far, all this action was confined to manual actions, and everybody who works into the PPC and Search Engine Marketing Industry knows how much time this requires. Luckily for us, the guys in Google are always enhancing their platform and a couple of days ago they released the AdWords Automated Rules. What AdWords Automated Rules Does? The new feature let you schedule automatic changes to specific parts of your account based on the criteria that you specify. For example, automated rules make it easy to: Change your daily budget on peak shopping days Modify your Max CPC bids based on CTR or conversion rates Enable ad text directing users to a promotional […]

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