Many Google AdWords features come with fabulous treats that help improve account performance or ease campaign management. Some of these same features, however, have a few nasty tricks up their sleeve that can throw PPC managers off course.
Scared? Don’t be. Learn how you can avoid these tricks, get ahead, and make sure you have the biggest pile of goodies at the end of the night…
Learn more in my article Trick or Treat? 5 Fabulous and Frightening AdWords PPC Features on Search Engine Watch!
Originally posted on ClickZ.
Aww, back-to-school already? Yes, it’s that time of year again when retailers’ minds turn to reaching parents and students of all ages purchasing supplies, clothing, and electronics. According to the National Retail Federation, combined K-12 and college spending will reach over $68 billion this year, serving as the second biggest consumer spending event for retailers behind the winter holidays.
The flexibility and real-time nature of paid search and PPC campaigns make them ideal tactics for the back-to-school marketing mix. In recent surveys, more people say they will shop online and will comparison-shop online than last year. With this audience more available online, it will be critical to be visible and offer unique messaging to entice shoppers.