After you find out Is It Worth It To Pay Top Dollar For Your PPC Ads In Google AdWords?, you will be happy to learn that AdWords is making it easier for advertisers to get to the top position of the paid results of the search engine results page (SERP) with the Estimated top page bid column.
To add the Estimated top page bid column, go to the Keywords tab and then click the Columns button. Check the box next to Est. top page bid and click Save.
This new feature works well with the recently released Top vs. Side report where you can see how your ads perform above the organic results versus to the right of the organic search results. This report helps you better optimize your paid search campaigns because it shows you where the majority of your clicks and conversions are coming from.
Typically, more conversions come from ads that appear on top of the organic search results. With the help of the Estimated top page bid column, you can improve your bidding strategy by implementing this information, so that your ads will appear in the top position, thus increasing the conversion rate of your ad.
Keep in mind, though, that other factors such as Quality score, CPC bid and other Campaign settings will still affect your ad position, and bidding higher than the Estimated top page bid will not always guarantee you to be in position one.
The law states that in order to charge another with trademark infringement, the infringer has to have used the trademark in a way that has caused consumer confusion about the identity of the advertiser and has to have been used “in commerce”. When a trademark is used as a keyword to trigger an internet advertisement, the question that arises is whether this is a use “in commerce”.
Google will allow companies to bid on their competitors’ trademarked terms as long as the trademarked names do not appear in the text of the ads. Yahoo does not allow competitors’ to place ads on trademarked names.
So, you’re running Paid Placement Campaigns (PPC) in Google, Yahoo, and MSN. You have set them up and you’re finally getting visitors to your site. That’s all you need to do, right? Wrong! It is absolutely imperative to ensure that your paid campaigns are running properly, and that you are using the most effective keywords and ad copy, bidding appropriately, etc. One of the biggest mistakes often made is to sit back and let the campaigns run on “auto pilot”. I can pretty much guarantee that your competition is not doing that and therefore, you should not be either.
That being said, how do you improve the effectiveness of your campaigns? Sometimes it is just a matter of tweaking your ad copy or changing your keywords. Other times, it could be revising your match type or increasing your bids. Match type refers to the way an engine matches your keywords to the actual terms people are searching for. For example: Broad Match would be the widest range possible, which means you will get coverage for any variation of your keywords. This happens to be the default setting. Exact Match, on the other hand, would require the searcher to enter your keywords exactly how you have them in your campaign. This will obviously limit your exposure significantly. It might take some testing to determine which match type is best for you based on your particular keywords.