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SEW posted an set of tips that lead to a 100% increase in the conversion rate of their content Ads.

We’ve just finalized a test of the theory, and the results exceeded our expectations. We operated on a keyword-targeted content ad group that contained five different banner ads and one text ad. We split this into six new ad groups, one for each ad type.

They suggest splitting your content ads into specific Ad groups. This technique offers several benefits:

The main reason for isolating ad types into their own ad groups is that you can set separate max CPC bids for each one. Then you can optimize each ad group for maximum CTR and cost-per-conversion. There’s another side benefit: testing ad variations becomes easier to manage and track.

The complete story from SEW

SEO Book highlights a few elements that contribute to the slow death of PPC arbitrage.

Writing campaigns specifically for the holiday season, may increase your sales and Click Through Rates for those ads. I don’t recall ever seeing large numbers of Pay Per Click ads specifically designed for holidays in the past. The Adwords team has some suggestions.

Do long tail keywords deserve much attention? A study done by engine ready software concluded that short keywords and key phrases consume most of the campaigns budget.
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Pay Per Click Customers are taking longer to make a purchase. If your running a PPC campaign this may be something to keep an eye on.

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