New AdWords Beta, Paid Versus Organic Search, and PPC New Year’s Resolutions

PPC Buzz of the Week – Friday 1/8/10

Welcome to 2010 and Happy New Year’s PPC folks. The Buzz has been on a rather lengthy hiatus and we apologize for that, but its back and better than ever. So without further ado, here’s the first PPC Buzz of 2010.

Contact Forms in PPC Ads

According to Amber over at PPC Hero, Google is introducing a new ad extension: contact form extensions. I have yet to receive an offer from my Google rep to participate in the beta but in all honesty I’m a little skeptical of it anyway. My reasons are the following:

  • I know some people don’t care about secure pages when submitting personal information over the Internet, but for those others that are fully aware of identity theft and hackers, how is Google offering a safe way to submit contact information via a dropdown menu from a PPC ad?
  • Google is only taking phone leads right now, so what happens if a user doesn’t submit a contact number? Were you just charged the cost of a click for a lead Google didn’t accept?
  • The ad has to show in position #1, aka you have to pay top dollar. Enough said.
  • Perhaps the biggest skepticism I have is how are these contact forms going to be beneficial to advertisers when users haven’t even visited their site yet? I understand it may be beneficial for repeat visitors and the whole attribution theory, but is a user that has never been to your site before honestly going to fill out a contact form that drops down from an ad?

AdWords Attacks Organic

AdWords made plenty of changes in 2009 that will ultimately benefit both the advertiser and user, but many of them hurt organic search as Alex Cohen at ClickEquations points out in this post.  Sure a lot of these AdWords updates, many of which were discussed on this blog, will impact organic search but is it really that surprising Google would roll out these features? Taking clicks from organic listings with PPC ads only benefits Google.

First it shows Google wants to not only improve the search experience but also improve advertiser performance too. Secondly, it causes businesses displaying on the first page of organic listings but not utilizing AdWords realize that they should consider PPC in the very near future or else possibly suffer a decrease in site traffic and revenue to competition actively using AdWords ads. Finally, it all comes down to the big green dollar sign. What makes Google more money: organic or AdWords?

New Year’s Resolutions for any PPC Person

What better time of the year is there to reflect on past and future PPC performance than New Year’s? Need some ideas to improve performance in 2010? Look no further than Brad Geddes’ article at Search Engine Land. After reading over Brad’s article, I couldn’t agree more with everything he states. In fact, I think he hits the nail on the head with his first resolution: track everything. Tracking everything from call leads to site visits will ultimately improve overall performance of not just PPC but any marketing initiative.

Too many online businesses do not even realize the importance of tracking email blast, banner ad, or any other marketing links spread across the Internet. If you’re an online business that’s using Google Analytics and not tracking these links, please take the time and effort to do so. For a simple solution to tracking links back into your Google Analytics, take advantage of the Google Analytics URL Builder here. Use it, like it, and ultimately love it because it will save you time, money, and aggravation.

Until next week…Keep on Searching!

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2 comments on “New AdWords Beta, Paid Versus Organic Search, and PPC New Year’s Resolutions

Alex Cohen

Hi Andy,

Thanks for the shout out about my post. I’d like to underscore that the changes I highlighted in my post are part of Google’s larger AdWords New Ad Formats Initiative.

Basically, they want to apply the same evolution that organic search experience with the introduction of universal search to paid search ads. I predict that product listings will be the most common example of this in 2010.

Cheers,
-Alex


    Andy Groller

    Hi Alex,

    Thanks for the comment & I couldn’t agree more with you. Check out my post tomorrow as I have some pretty interesting data related to one of our clients who’s using the Product PlusBox (or Product Extensions depending on who you’re talking to) feature.

    Best,

    Andy