[Update on 29th Feb: There is an important update at the end of this post. ]
While Google has been testing 4 ads on top of the desktop search result page and no side ads, these tests were just that. Tests. Last weekend, Moz found that Google has moved to 4 top ads format. The same was confirmed by Google to Search Engine Land.
In Bing, campaign exclusions lets you restrict your ads from showing for specified locations, websites (website exclusion), IP addresses (IP exclusion) and keyword exclusion (negative keywords). The reason why you would want to opt for such exclusions is because either it is not your target audience or are unrelated with your business.
With Google removing the ads on the right side of its desktop search results, marketers can see a big change in performance with the displayed ads at the top page being updated to 4 ads. Get more details about this change and other articles in the PPC domain in this Week’s PPC recap.
Compared to the last year, how did we fair this year? Here’s a comparison of campaign and keyword performance from one of our PPC accounts to determine whether this year holds more of good news or bad. The findings suggest that the year did start on a fairly good note with improved click rates and conversions. This is a great start for the year.
Advertisers vie to stay ahead of their competitors. Having explored the PPC scope in AdWords, the next step that most businesses prefer to take is to start advertising on Bing too. A feasible decision here is to import your already performing campaigns to Bing and get started with it. But if you thought that by importing the campaign the work is done, it is 50% of the task accomplished. It is extremely critical to do a complete audit of the campaigns before hitting the live button.
