3 PPC Wishes – Fulfilled?

google_bing_logosHere we are in 2013, and wow, did 2012 go fast. It seems like yesterday that I was writing my inaugural 2012 blog post on my 2007 PPC Wish List.

Every year in PPC is full of changes and innovations – some needed, some expected, and some surprising. This year was no different. Plenty of posts have catalogued everything that happened, so I won’t bore you with that here.

Instead, let’s see how the search engines did with my 2007 PPC wishes.

Wish 1: More traffic and search leadership from MSN/Bing.

While I can’t go so far as to say Bing hit a home run in 2012, they did hit a long triple. They renamed themselves as Bing Ads, reworked their online UI and desktop editor, and essentially made themselves more like Google. They went a long way towards greater search leadership with these innovations. They also continued to provide the great community outreach and customer support that they’ve been known for. And their PPC search team was ever-present at search conferences, something we’ve seen less and less from Google.

This is all well and good, but what about traffic? If you’d asked me that question in June, I’d have told you they were still languishing in the basement. But by the end of the summer, Bing had reached an all-time high of 25% share. We saw similar increases in our clients’ traffic from Bing Ads, and thankfully the traffic quality, for the most part, remained as good as it’s always been.

Wish 1: Fulfilled!

Wish 2: Better Adwords query matching.

In my 2012 post, I lamented the awful query matching on Google. Throughout the year, Google did make strides in this area, most notably by adding the option for “near match” for exact and phrase match keywords.

In reality, though, this was just Google’s way of changing a default setting (near match is a default) and sponging from newbie PPC advertisers. I know few veteran PPC’ers who choose to have near match enabled – if we want near match, we’ll use modified broad.

Furthermore, judging from my search query reports, even when you do opt out of near match, you’ll still get “close variants” that aren’t closely related at all. It’s frustrating.

Add to that the continued annoyance of “session based broad match”, and Google has completely failed on this.

I’m actually working on a blog post that will further delve into the miasma that is Google keyword matching. Stay tuned for that in future weeks.

Wish 2: Unfulfilled.

Wish 3: More accurate PPC traffic estimates.

On this wish, both Google and Bing made significant positive changes.  Google completely revamped their keyword tool, offering several new options.  My favorite is the “Ad Group Creator,” which groups keyword suggestions by theme. While some have complained about the suggestions made by the tool, I like them – it saves time slogging through thousands of keywords trying to weed out the irrelevant terms. You’ll still need to slog through, but it’s much faster to eliminate entire buckets of keywords than to pick them out one by one.

Google’s traffic estimation tool also has improved geotargeting capabilities, and from what I can tell, they’re fairly accurate. This is huge for advertisers who want to expand into new markets, or who only serve certain cities, states, or regions.

While the Google improvements were good, Bing’s were awesome. I’m not talking about their online keyword tool, either. I’m talking about Bing Ads Intelligence.

I’ve written before about the tool, and am finishing up another post about it. For now, suffice it to say that Bing Ads Intelligence is now my go-to keyword research tool. It’s faster, easier, and more accurate than Google’s, and it offers features that Google does not.

Wish 3: Fulfilled!

Wow, that’s 2 out of 3 PPC wishes. I’d say 2012 was a pretty good year!

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Comments

  1. adCenter/Bing Ads did add Modified Broad Match in 2012. So I’d say that even though AdWords did not improve greatly, we did get better matching over all. And who knows, maybe adCenter will innovate with another matching option that will push Google a little more… #CrossingFingersNotHoldingBreath

    http://searchenginewatch.com/article/2167537/adCenter-to-Add-Broad-Match-Modifier

    • Melissa Mackey says:

      Excellent point, James. I’ve gotten so used to MBM that I don’t even think about it any more! Thanks for your comment!

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