Pro AdBuyers Look At PPC & You Should Listen

An interesting post in Media Post’s Search Insider a publication written for those professionals that help their clients by PPC advertising.

It’s important to see what companies that get paid to place PPC for advertisers are thinking because they direct a lot of the major PPC ad buys.

First the post notes that many of their clients have reduced their PPC ad buys back to 2003-2004 levels.

This is why in part your parking revenues are down.

Second, the post says that the economy is  “forcing us to reconstruct campaigns in a smarter and more efficient manner.”

So what are the hot trends coming in PPC?

According to the post there are 3:

Geo-Targeting.

“””We have always used geo-targeting to some extent, but on an as-needed basis. Today we are using geography as an additional performance lever, like bids or ad copy, and segmenting campaigns down to the city and even zip-code level.”””

Site-Side Optimization.

“”Aligning the site-side experience with searcher intent.” to “optimize their conversion processes, a project that can yield performance gains of 15%-30%.”

“We are also building custom landing pages tailored to searchers at different points in the conversion processes to increase site relevance and searcher engagement.””

Measuring value.

“Measuring the value of our efforts and their impact on our clients’ businesses.

“Clients are asking for insights into cross-channel sales and we are developing methods for tying search spending to in-store metrics. Some clients are even asking us to quantify the opportunity costs of not being present in the search landscape on specific keyword categories.    These are encouraging signs that our newly constructed campaigns will be measured on multiple dimensions that better reflect their impact on consumer behavior.””

So bottom line, if you want to follow the trend, Geo domains appear to be well positioned to benefit once the economy recovers. Landing pages needs to get better.  All your keywords need to match your domain, the pictures on your landing page need to match the topic your domain covers and if you can add some content to the page, then you might get unblocked by Google.

Geo domains look like winners.  These include domains of cities and directory type domains like chicagolawyers.com and chicagodivorcelawyers.com for example.

Finally know that advertisers are going to increasingly demand results for there money.  Crap domain and crap traffic are not going to get it.  As your renewals come up and your looking to shaved expenses, these types of domains should be the first to go