ExpertAdWords

While Google does not allow different Display and Destination URLs, Yahoo Panama has not caught up and still allows you to use different Display and Destination URLs. As I posted before, according to my tests, a relevant Display URL can increase click through rate by .5%. So it’s worth checking out and trying a number of different possibilites for your Display URLs.

Additionally, even if your using Google, there are a lot of different ways to present your Display URL and it is worth testing to see what is the most effective.

www.searchenginemonkeying.com
www.SearchEngineMonkeying.com
searchenginemonkeying.com
SearchEngineMonkeying.com

The Strategic Planner over at ProFlowers.com introduced me to this method of adjusting bids to maximize profits. Basically, instead of looking just at the start and end CPO, CPC, or CPA when adjusting bids, you have to analyze the lift and determine if the increase in bid was worth it.

What the flowchart doesn’t take into account, and it will vary between industries, is the actual amount you will have to spend increasing bids and the amount of time to wait before determining if the increase was a success or not. I’m interested in hearing other people’s opinions on this matter. Personally, I would wait 10,000 impressions or a week to determine if the experiment is successful but in a really competitve market with really expensive keywords, that amount of time may be excessive.

Bid Adjustment Flow Chart