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Depending on whether your glass is half-full or half-empty, Google’s policy from the beginning of April 2008 to include your landing page load time in your Quality Score will either be seen as an opportunity to do the right thing for your web pages or bury your head and curse AdWords for charging you more per click.
It sounds obvious but, if you’re an AdWords advertiser, you want to ensure that the page your visitors arrive at (the landing page) after they click on your advert is not only relevant to their search and gives them a clear sales funnel to follow but also loads quickly in their browser. The fact most Internet users are now Broadband enabled is still no excuse for bloated code, massive image files and unnecessary on-page clutter.
Although you should always strive for creating well optimised pages, Google is now going to add an extra incentive by rewarding its Pay per Click advertisers with lower minimum cost per clicks (CPC). Now that makes perfect sense to me!
More AdWords Tips.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.