Our host Matt Umbro (@Matt_Umbro) put together a very interesting hodge podge of questions on this week’s pay-per-click topic “PPC Grab Bag “. The following is the transcribed Streamcap from the live chat.

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PPC Chat is off and running as the inaugural event drew many attendees to discuss several prominent PPC topics.  Seven of the ten questions were asked in the hour and ten minute chat as we saw many great points raised.  Among the topics discussed were:

Audience Based Targeting

Many pointed out that Google’s Display Network (GDN) is making good improvements, but still lacks the user volunteered content that Facebook and LinkedIn have at their disposal.  Managed placements are still the best way to target audiences in the GDN.  Gathering user content could be the reason for Google’s recent social ventures, including +1 and better Gmail ads.  David Szetela also brought up the notion of “audience-need targeting” being better than keyword targeting, but again, not as effective as managed placements.

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Over the years I’ve spoken with several companies interested in running PPC campaigns, but are too gun-shy to pull the trigger. They see great potential in the program but whether it is lack of funds or an unwillingness to break from the current mode(s) of advertising, PPC campaigns are put on hold. Let’s look at both of these problems and discuss potential solutions.

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The success of most e-commerce pay-per-click (PPC) campaigns is determined by the amount of revenue made and the height of the return on investment (ROI).  Sounds like a no brainer, huh?  Ultimately money talks and if you aren’t seeing your desired results the PPC budget will be cut.  Too often companies only calculate PPC revenue as purchases made from the site.  I’m here to tell you that PPC revenue can be made through other channels, but oftentimes these earnings are not attributed to the PPC campaign, which is a huge mistake!

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I was doing a search today and noticed this ad:

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I’ve previously written about my affinity for Google AdWords Sitelinks.  By offering users up to 4 potential landing pages grouped below the ad, you are allowing them to click the most relevant link and make the conversion process easier.  This extension is especially great for branded searches because they can be vague.  For example, if I type in “Nike shoes,” Google doesn’t know whether I am looking for men’s shoes or women’s shoes and will serve the generic branded ad.  Sitelinks gives the user the choice to visit the most appropriate page.

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