Top 3 PPC Stories from Beyond the Paid

Ah, the end of the year: the time when we all sit back and reflect on our accomplishments over the past 12 months. Or not, because most of us are way too busy. But I digress.

In the PPC world, there’s never a dull moment, so I can’t say that 2011 was the most eventful year ever. But there were definitely a few stories worth reviewing as we head into 2012. With that, here are my top 3 stories from 2011 - a la David Letterman.

#3. 10 PPC Experts to Follow on Twitter

Like Letterman, people seem to love “Top 10” lists. I agree that they’re fun – but usually they’re pointless, too. I wanted to create a list of PPC experts that would actually help the community get connected.

#2. Google’s SSL Change: A Bad Deal for PPC

So much has been written about this huge misstep by Google, you’re probably sick of seeing it. But it continues to annoy people, so it bears repeating. This is a bad, bad deal, and I hope 2012 brings the return of our organic search query data in Google Analytics.

And now, for the top story of 2011…..

#1. Microsoft adCenter Ignores Advertiser Feedback

I’m sure some of you think I love to beat up on adCenter, like they’re my favorite punching bag. Not so. There are many things to love about adCenter: quality traffic, helpful reps, features that Adwords lacks, and more. They even have an online suggestion box for advertiser feedback, unlike Google.

This seemed pretty cool to me, so shortly after it launched, I posted the suggestion to give us separate bids for Yahoo and Bing. After all, we PPC’ers are all about transparency and control.

At the time, this suggestion was the top vote-getter by a landslide. But did adCenter take it to heart?

Nope. They shot it down and put it on the “completed” list. So much for advertiser feedback.

What are your top PPC stories from 2011?

I'm Dreaming Of Separate Bids for Search Partners

Seems like everybody has a PPC wishlist at this time of year. Earlier this week, my good friend Matt Van Wagner published a great post on Search Engine Land called 7 Things On My Google AdWords Wishlist For Santa. I agree with everything on his list, and hope that all of us PPCers find those fine gifts under our tree next weekend.

Yesterday, there was another fun SEL post from Conrad Saam called A Letter from Santa To The Search Community, which was also fun. Give both of these posts a read, if you haven't already.

All these wishes are fine and good, but the one thing I'm wishing for this holiday is the ability to set separate bids for Google Search Partners. Why this hasn't rolled out already is a mystery to me. If I had to guess, I'd say that Google doesn't want to lose the revenue from search partners when people bid less for them. But partners don't always perform worse than Google - in fact, I've seen many instances with our clients where partners actually perform better than Google.

We already have the ability to opt out of partners entirely - why not give us a chance to opt back in with separate bids? C'mon, Google - you quit sending out great holiday gifts years ago; can't you at least grant us this one wish?

What's on your PPC wish list this year?

Is Adwords Turning Into Big Brother?

Over the past few weeks, Google has rolled out a few changes that seem to imply that they know what’s best for all of us. (I know this isn’t new, but bear with me…) There’s Google Plus, with its +1 boxes on search results & ads that you can’t opt out of; and the SSL fail that’s masking as much as 20% of organic search query data.

Earlier this week, there was a post on the Inside Adwords blog, announcing that all Adwords campaigns using Enhanced CPC and Conversion Optimizer would have ad rotation automatically switched from “optimize for clicks” to “optimize for conversions” - unless you opt out by filling out a form.


Thing was, the link to the form went to a 404 page.

And then the post was pulled down shortly after it went live.

It’s back up now, and the form actually works. But what the heck was that all about?

Let’s set aside the fact that Adwords obviously jumped the gun on a blog post that wasn’t ready for prime time. Anyone who blogs has probably done that once or twice.

The bigger issue is that Google is once again taking choice out of the hands of marketers and advertisers, opting instead to decide what they think is best for us.

In some ways, this makes sense. The whole point of using Enhanced CPC and Conversion Optimizer is to try to improve the conversion rate and cost per conversion of your campaigns. Therefore, using the “optimize for clicks” setting is at odds with the Enhanced CPC/Conversion Optimizer algorithm. In fact, it’s likely that this factor alone has led to less-than-stellar performance for campaigns with these settings – leading advertisers to say that Enhanced CPC and Conversion Optimizer don’t work. That’s bad for Google.

Also, remember that Optimize for Clicks is the default campaign setting. This means that many novice advertisers are using this setting unwittingly. Consider a scenario in which these same novice advertisers read a blog post touting the benefits of Enhanced CPC or Conversion Optimizer – so the novice says, “Hey, let’s try that,” and then sees poor results because their campaign is still set to “optimize for clicks.” That isn’t good for Google either.

But here’s the thing: The blog post said that all campaigns would be switched over unless you opt out by filling out a form. This implies that advertisers won’t even have the option of choosing “optimize for clicks” for Enhanced CPC and Conversion Optimizer campaigns.

And this is why I have a problem with it.

I’m fine with changing the default for these campaigns to Optimize for Conversions. That’s totally ok. What I’m not fine with is taking the choice out of the hands of the advertiser and putting it in the hands of Google. That’s akin to the fox guarding the hen house.

I find this move even more puzzling in light of the flap over the SSL thing. Ever since that announcement, SEMs have been raising holy hell, asking for more data and transparency. It seems like a bad move to decide to make this change now, on the heels of all the furor – and right before the holidays to boot.

I recently spoke with our Adwords reps about some of our client campaigns. It was one of those “let us make optimization suggestions for you” conversations, so I always take those with a grain of salt. They actually had several good suggestions, so it wasn’t all bad. But they really pushed me to switch all of our client campaigns from “rotate” to “optimize for conversions.”

Bad move.

I good-naturedly told them that they just hit a hot button (and they obviously don’t read my blog and have never heard me speak at conferences), and they quickly backpedaled. But still – why is Google all of a sudden pushing “optimize for conversions” rather than letting us make the choice ourselves?

Has 1984 arrived a couple decades late?

Google is the Scrooge of SEM

Back in October, Google changed the way search queries were passed to web analytics, and not in a good way. I wrote about this at length at the time, so if you’ve been away from the web for a while and aren’t aware of this, go give it a read.

When the announcement was made, Google claimed that the percentage of searches performed by logged-in users was small, in the low single digits. But the data is showing otherwise. SEMs across the web are claiming that the percentage is much higher: as much as 20% in some cases. Think about that for a minute: You’re now losing organic search query data for 1 out of every 5 visitors to your website. Ouch.

However, as I said in my earlier article, the percent will naturally vary across websites, depending on the vertical, customer base, etc. So how does that make Google a Scrooge?

Well, shortly after they launched this hugely unpopular change, they rolled out Google Plus pages for businesses. Previously, the lack of business pages in Google Plus was a big hole in the service – businesses were clamoring for the ability to have a page for their business in Google Plus. And now they have that ability.

And how do users connect with businesses on Google Plus? Well, they have to have their own Google Plus account – and they have to be signed in to Google to connect. And most users, once logged in to Google, don’t bother to log back out before they start performing searches.

Uh oh. Do you see where this is headed?

And that, my friends, is a great big BAH HUMBUG to everyone who cares about search query data.