I’ve got a confession to make.  I’m a PPC turncoat!

I’ve changed sides in the last 12 months on one of the most controversial issues in PPC marketing.  It’s a debate that’s generated a lot of virtual column inches in the search engine forums, and I’ve done a complete u-turn during 2010.  The issue is whether you should be bidding on your own branded terms, and I can recall throughout 2009 passionately arguing that clients shouldn’t pay for clicks that they would get anyway – for free – through being number one in the organic listings.  They would simply be cannibalising their own natural search traffic.

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Have visitors to your site added items to their basket only to abandon it before checkout? Has someone gone to your ‘request more details’ page only to leave before requesting said details? Has someone rung your doorbell and run away before you could answer?

Well Google can help. Maybe not with the doorbell thing, for that get a dog, a BIG dog… either that or sit behind the door for hours on end just waiting, patiently waiting for that foolish doorbell ringer. For the other problems Google have added a ‘Google Audiences’ tab to your AdWords account.

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