Top 5 Adwords Topics from 2007

Which adwords topics got the most attention in 2007? Here’s my top 5 list. What have I missed and what will be important in 2008?

1. Quality Score

This is always a favourite for discussion given that it has such an impact on campaign performance. It’s also complex and therefore susceptible to misinterpretation. Brad Geddes does a good job of explaining quality score.

2. New Adwords features - Top Ad Placement

The one that caused the biggest debate ahead of implementation would have to be the changes to the formula for top ad placement. Bloggers and forumites jumped on the idea that it would unfairly drive adwords costs up. Most commentators didn’t even bother to read the announcement properly or stop and think about it but jumped on the bandwagon once the consensus of opinion was reached. I’ve seen hardly any feedback since it was launched.

3. Most Maligned Adwords Feature - Expanded Broad Match

Expanded broad match would have to win the prize for the most hated feature. Here are a couple of “expanded match is EVIL” forum threads.

4. SEO versus PPC

The best posts on this were those describing how they work well together rather than one being better than the other but maybe I’m biased. Here’s a recent post from Dave Naylor with an example of organic and ppc working well together.

5. Pricing Models

How you charge for PPC services is always a favourite for debate. Alan Rimm-Kaufman shared his agency’s model and rates in a bid to open up the secrecy about pricing and structure.