The following post is an excerpt from an internal workshop on writing effective ads. It builds up a case to look at both “relational relevance” and “necessity relevance” when writing ads for PPC campaigns. Introduction How does one write ad copy that goes beyond keywords and gets to the intent and motivation of the searcher? I have used case examples of tests done by a leading marketing research site. The goal was to determine ad performance based on two types of “relevance” parameters, defined later in this post. Relational relevance This is identified by search engines through algorithms, matching search terms against ad content. It considers relevance of search terms to ads when making placements (assign quality score in Google Adwords jargon). But is ... Read more...

Here are 5 simple tips to ensure that your site has a good PageRank. These are pretty basic, but we have had clients who needed help in these areas. That prompted us to write out this informative post. According to Wikipedia, PageRank is a link analysis algorithm, named after Larry Page, used by the Google Internet search engine that assigns a numerical weighting to each element of a hyperlinked set of documents, such as the World Wide Web, with the purpose of "measuring" its relative importance within the set. PageRank Meter Google toolbar is one of the popular tools to check your PageRank. Install Google toolbar and look for the PageRank meter. It displays a score from 0 to 9. It’s a logarithmic ... Read more...

I logged in to Facebook on June 9th, 2009 to find this message from Facebook – “Starting at 12:01 a.m. EDT on Saturday, June 13, you'll be able to choose a username on a first-come, first-serve basis for your profile and the Facebook Pages that you administer by visiting www.facebook.com/username/. You'll also see a notice on your home page with instructions for obtaining your username at that time” Whoa! Is Christmas early this year? Or maybe Facebook knew it was my birthday and sent me a gift. What a day!!! Facebook has always been one of the most popular social networks (Twitter being a micro blogging site, so not considered in the rankings) with almost 200 million active users. Everyone who ... Read more...

A significant portion of the process of managing PPC campaigns is keyword bid management. The sheer volumes of keywords, its interaction with each other and the highly competitive search engine bid environment makes it a challenge worth automating! The Position2 AutoBid Engine can predict keyword positions for each bid and provide recommendations to maximize the revenue. This short article covers the overall framework of our engine. Most companies start off its bid management with a heuristic rule based bidding model. The next level is adding statistical and probabilistic analysis to the historical  information. The biggest challenges in this are:

Identifying variables to model and how each of these variable have a effect on other models? This include - Conversion rates, click through rates ... Read more...