the PPC Book|Pay Per Click Blog | Long Tail Thoughts in a Short Tail World

I was traveling last week so I missed most of the show. One of the sessions in particular that I would have liked to seen was the Search Ad Buyers Forum. Stacy Williams has a great recap on SERoundtable posted yesterday. She says:

We’re bidding on “second hand as/400″ for a client who sells used mainframes, bidding $4.25 a click. The keyword is listed as “Active,”but when you roll over the magnifying glass to use the new Ad Diagnostic Tool, it’s not running because our “quality score and CPC are too low.” There is no way to know which keywords are inactive unless you roll over the magnifying glass for every keyword in your campaign.

I’ve run into this several times and can’t stress enough that you need to check the magnifying glass frequently within your campaigns to be sure your keyword is actually active.

Props to Stacy for using actual results in her presentation. It’s MUCH more interesting and useful to the attendees.