It hasn’t changed much in the last year or so…
OK – you could say that getting 8 questions wrong was pretty poor, but in my defence I did have 1 hour 31 minutes left on the clock at the end of the exam, and I would rather get on with some actual work than spend lots of time trying to figure out some badly worded, ambiguous multiple choice questions..
The actual questions on this exam haven’t changed much in the last 3 years. There was no mention of Conversions (opt) or Final URLs for instance.
There’s an article worth reading on brand CPCs over at
While it’s true that Google push things too far sometimes and want to have their cake and eat it, you can’t afford to ignore the value of brand keywords.
Make sure you set realistic bids on them (don’t pay more than they are worth) and use negative keywords to exclude your brand keywords from other campaigns / ad groups.
Here’s a recent example from a lead generation site in Ireland.
Check out the difference in CPC and cost per converted click!
What effect does decreasing prices (excluding delivery) have on the performance of Google Shopping campaigns?
Here is one example with a fair amount of data :-
Of course, this is not definitive proof that you should never offer free delivery, but it is food for thought.
If anyone else has any evidence to the contrary, I would love to hear about it!read more
There’s a whole host of keyword tools, and you could spend hours and hours testing these to see whether there is enough traffic to justify your choice of keywords.
Anytime I’m trying to get an idea of potential traffic for a new client, rather than using Wordtracker, Google’s keyword suggestion tool or other keyword tools that can be unreliable and sometimes there’s not enough data for small regions like Northern Ireland, I just nip into my Google Adwords account, create a new campaign, budget some money, add the keywords, run a couple of ads and set the campaign live.
Over a couple of days to a week, this can quickly give me a more accurate idea of traffic levels. It’s real information, real impressions, and I get to find out how much the clicks actually cost.
I can then use this information as a factor in deciding which keywords to target and which are priorities. It’s helpful both for SEO and Google Adwords, and if a client wants to run a PPC campaign I can export the campaign I’ve set up into a new account.read more