Pinterest SEO: 7 Tips From A Pinterest Engineer [#SMX]

It’s not hard to make the case that Pinterest is a perfect social network for marketers, and Tailwind CEO Daniel Maloney hit upon the crux of the matter during a session this week at SMX East in New York.
Twitter, he said, is mostly about what I’m doing;
Facebook is about who I am;
Pinterest is about who I want to be
.
“When you look at what people are pinning, it’s more about who they want to be in the future,” Maloney said, “which from a marketer’s perspective is a dream come true.”
And the smart marketers are trying to figure out ways to get their product in front of Pinterest users — estimated to number more than 50 million, roughly 70% female.
One of the more neglected tactics is Pinterest search optimization. In April, Pinterest overhauled its search engine, introducing Guided Search. Pinterest CEO Ben Silbermann said Guided Search would help users sift through the 30 billion pins (that had been made at the time) to find things they didn’t know they were looking for.
So how does a marketer move to the top of that mix? Anna Majkowska, a software manager on Pinterest’s search team, said it’s not too complicated, easier than optimizing for Google. She shared advice during the panel, which we paraphrased and turned into a list:
For obvious reasons, make sure your business’ name is in the account name and user name. Write a strong description about your business; include a good number of searchable keywords, but make sure it reads well.

Verified Pinterest accounts have more authority in Pinterest search. This page has instructions about how to complete the process.
Encouraging users to pin content from your website primes the Pinterest search pump. The more good pins you get, the better your authority and the higher your posts will rank.

Make sure to fill the descriptions with searchable keywords that describe the product or page. But avoid sounding spammy, because the descriptions serve as captions. They are rarely changed by Pinterest users sharing them, but are less likely to be repinned or clicked upon if they aren’t appealing to humans. Also avoid using hashtags, which serve no Pinterest purpose. Too many, Majkowska said, and your content might be demoted in Pinterest search.
You should also take the same approach with descriptions in the names of Pinterest boards. And when naming boards stick with straightforward, simple names.

Rich Pins, similar to Twitter Cards, are a way to pull structured data from your site and display it on Pinterest. Depending on the type of Rich Pin, they can show price and availability for a product, ingredients for a recipe or address, phone number and a map for a place. Such content, Majkowska said, ranks higher in Pinterest search. It’s also more visible in Pinterest users’ feeds and therefore has a higher click-through rate.
Setting up Rich Pins for your site also should improve your results on Google, and other search engines, said another panelist, Brittany Richter, a paid social expert with digital marketing agency iProspect. The same markup Pinterest uses is used to generate rich snippets that display in off-Pinterest search results.
Make sure Pinterest isn’t sending traffic to deleted or expired pages. 404 errors hurt a site’s search ranking and anger users. If you have a product that’s out of stock, add related items to the page.
Add the follow button to your site, on as many pages as possible. Promote your Pinterest account on other social accounts. “The way it works is the more followers you have, the higher authority of your profile and your boards, and the more likely your Pins will rank highly in Pinterest search,” Majkowska said.
Although Pinterest is dominated by pins about fashion, travel and cooking, there are opportunities to target other topics. BuzzFeed has had great success with spreading its humor content, for instance. “Some people think Pinterest is just fashion cooking and weddings,” Majkowska said, “which actually can be beneficial for people who try to optimize for other categories.”
If your topic is competitive, look for niches that have a high volume of searches, but a lower volume of content, such as mother of the bride dresses in the wedding category.
Pinterest is still testing its Promoted Pin advertising product with a limited number of businesses, but those not in the test can start preparing by testing similar promotion on other social networks, Richter of iProspect suggested.
Richter said retailers are posting roundups of their most popular Pinterest content on Facebook — “Get Pinspired! Shop some of the most-pinned items from our Pinterest page” and promoting those posts. “We’re actually seeing a higher click-through rate on things like this than when we use the multi-product ad unit on Facebook,” Richter said.

Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Martin Beck is Third Door Media's Social Media Reporter, covering the latest news for Marketing Land and Search Engine Land. He spent 24 years with the Los Angeles Times, serving as social media and reader engagement editor from 2010-2014. A graduate of UC Irvine and the University of Missouri journalism school, Beck started started his career at the Times as a sportswriter and copy editor. Follow Martin on Twitter (@MartinBeck), Facebook and/or Google+.
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Reaction: What SEOs Think About Facts & Answers Showing In GoogleSearch Results

Last week, Google officially rolled out Structured Snippets, the search giant’s move to show snippets of relevant data directly in its search results.
According to Google, the content being displayed is powered by its Knowledge Graph, as well as other data sources.
As Search Engine Land news editor Barry Schwartz noted in his article, “Where You’ll Find Google Structured Snippets,” the overall concern around Google’s increasing activity of pulling website content directly into search results is that webmasters and publishers will see fewer clicks to their websites.
While there’s little to be done once Google makes a decision on how it displays search results, we asked five leading SEOs their thoughts on Structured Snippets and Google’s continued action to pull website content that doesn’t belong to them.
Here’s what they had to say:

Are you concerned about Structured Snippets?
Smarty: Actually I haven’t seen enough examples to be worried yet.
From what I’ve seen, that additional info is not at all satisfying. Rather, it shows the user there’s more info inside. The structured snippets make the listing stand out and seem to spur some interest.
So no, so far I am not worried.
In general, how concerned are you about Google’s increasing activity around pulling answers off web pages to show directly in search results?
In general, I do feel concerned about Google trying to become more of a publisher than a search engine. But if we are talking about this specific case, I actually like the fact that they are not moving that responsibility onto webmasters, and instead, trying to figure that information on their own.
They are not going out to say, “Use this code, spend hours re-coding your web pages and you may be lucky unless we cancel this experiment in a couple of years.”
This time they are just making use of already existing code and information which I’d love to see in the future.

What’s your take on Google’s Structured Snippets?
Enge: I do think that lots of people are going to worry about these types of snippets from Google. It’s only natural.
As you can see in the Superman example below, the data is being pulled off the imore.com website and presented in the SERPs.

I think there are two interesting questions here:
1. Is the information shown by Google in the public domain?
I am not a lawyer, but I believe that I can use any information that is in the public domain as I see fit, as this type of information cannot be copyrighted.
For example, Olympia is the capital of Washington. I may learn that information from your web page, but I can still use it in any way that I see fit. The lesson here is, don’t build your publishing business on a foundation of public domain info.
2. Is it considered Fair Use, as defined by the US Copyright office?
If so, once again, Google would not have a problem. The concept of Fair Use is a complicated one, as there are no clearly defined lines between what is, and what is not, acceptable; but, it is clear that the more substance you take from the 3rd party is a factor.
It is common practice among those who quote others, or whom attempt to make fair use of someone else’s copyrighted material to provide attribution. However, the U.S. Copyright Office indicates that this might not be enough: “Acknowledging the source of the copyrighted material does not substitute for obtaining permission.”
An important note is that the Fair Use discussion is specific to the U.S., and the laws differ from country to country. I expect that Google will get challenged on this point somewhere along the way.

Are you worried about Structured Snippets?
Thurow: Yes, but probably not in the way that many SEO professionals might be concerned.
I understand why the powers-that-be at Google want to give searchers a better experience by answering quick-fact queries easily.
My concern is not about Google “stealing” traffic from websites. My concern is that Google will answer these quick-fact queries incorrectly because a group of people format the answers to quick-fact queries in a way that Google recommends.
Bad content is bad content regardless of how the content is coded and formatted.
Example? Look at Wikipedia’s definition of search engine optimization. I certainly do not agree with that definition. Will people accept that definition of SEO because of structured snippets? I think that is a likelihood.
That is my concern. No one should have to format to Google’s – or anyone’s – preferred format to prove that his or her information is factual.
How do you think Google should do to rectify the issue?
Thurow: If Google is so gung-ho about proper citation, then Google should ensure that the citations for their knowledge graph answers are 100 percent clear… in other words, transparent.
In general, how concerned are you about Google’s increasing activity around pulling answers off web pages to show directly in search results?
Thurow: The pulling of content for search listings? I don’t have a problem with that. To be honest, search engines have been pulling snippets from actual web pages for many, many years – before Google came to existence.
The value judgment is problematic. We live in a society of Google Gullibility. People honestly believe that if a digital document ranks at the top of Google, then that document is the “true” or “best” answer.
In our societies worldwide, we do not teach children and adults how to critically evaluate search results, or formulate queries.
I am not fond of technology-centered design. Google’s leanings toward this is getting worse, and that is my concern.
Are you doing anything differently in light of this issue?
Thurow: Of course! Now I’m going to conduct some more tests on Google. We shall see, won’t we?

Are you concerned about Google’s new direction to display content directly in search results?
Kohn: I’m not worried about Google’s structured snippets, nor am I concerned about Google pulling answers from pages and showing them in search results.
If your business relies solely on answering questions like how old Zac Efron is or who was the voice behind ALF then you’ve been living on borrowed time.
Providing a rich experience around those answers by understanding the passive intent behind those queries will separate the winners from the losers.

How concerned are you about Google’s increasing activity around pulling answers off web pages to show directly in search results?
Edmond: I understand the point with respect to the fact that Google needs to keep users in Google to continue to generate ad revenues. And I feel like for the most part, they’re presenting information in a manner that benefits the organizations for which structured snippets display.
I’m not too concerned because I don’t think there is much we can do.
Ultimately, the broader public – as it pertains to website publishers – have very little leverage. We basically have to play ball. It’s a reminder that building your own audience and network is far and away the most important lesson for business owners.
Google is a commercial entity that can do as much as it needs to do to remain relevant and in business, within the rules defined.
That said, it’s aggravating because Google’s success is literally based on its ability to curate information from third party sources. The irony in what they’re doing, and what they seek to enforce for third parties (with respect to a set of standards for references and links), is a bit laughable.
Has this new direction caused you to change or alter the way you do things?
Edmond: No, not at all.
In my opinion, the reward for performing better in search engine results overall outweighs the risk of losing a percentage of traffic if Google would decide to display structured snippets based on our information.
More importantly, I tend to believe that if Google is presenting structured snippets based on information on our site (or client sites), it’s a signal of trust and validation of our work building brands and executing marketing strategy.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Amy Gesenhues is Third Door Media's General Assignment Reporter, covering the latest news and updates for Search Engine Land and Marketing Land. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more of Amy's articles.
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SMX East 2014 Day Three Live Blog Coverage

Day three of Search Marketing Expo East is now complete and below is some of the live blog coverage we found throughout the day.
#SMX Liveblog Googler Talks HTTPS + Insights from SEO VIPs, BruceClay.com#SMX Liveblog: Conversion Rate Rock Stars, BruceClay.com#SMX Liveblog: Google Says Penguin May Come Next Week, BruceClay.com#SMX Liveblog: Pigeon, Google’s Local Search Algorithm, BruceClay.comLive from #SMX East 2014: How to Be a Conversation Rate Rockstar, Marketing MojoLive from #SMX East 2014: Pinterest Marketing On the Web’s Visual Shopping Mall, Marketing MojoLive from #SMX East 2014: Q&A – Meet the SEOs and Search Engines, Marketing MojoLive from #SMX East 2014: Strategies for Long-Term SEO Success, Marketing MojoLive from #SMX East 2014: Targeting is the New Retargeting, Marketing MojoPaid Search Campaigns | What Is a Campaign | Types of PPC Campaigns, Blue CoronaâÑ¢SMX East 2014 | Long Term SEO Success, Blue CoronaâÑ¢SMX East 2014 | SEO Keyword Research For Better Content & Audience Engagement, Blue CoronaâÑ¢SMX East Liveblog: Keyword Research for Better Content & Audience Engagement, BruceClay.com
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Discover what's up in the business of marketing each Friday.

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SearchCap : Paroles de Bing, Google HTTPS Stats & SEMPO Code d'éthique

Here is what happened in search today, as reported on Search Engine Land and from other places across the web.
Bing starts showing right full song lyrics in the results of research
While SEOs discussing recent addition of Google of data structured in its search results, Bing made a similar - and perhaps most important - change to its search results: the complete lyrics are now showing on the page of search results from Bing in the United States. Bing says that this is available to more than 500,000 songs and [...]Reaction: what SEOs think facts & answers showing in Google search results
Last week, formally structured introduced Google Snippets, relocation of the search giant to show excerpts from relevant data directly in the results of his research. According to Google, the displayed content is powered by its graph of knowledge, but also other sources of data. As a newspaper publisher Search Engine Land Barry Schwartz pointed out in his article entitled "where [...]»PPC account efficiency vs Volume of measurement: a case study of
By making your effective PPC accounts, you pass volume that could be profitable? Columnist Matt Umbro checked in a single account.Google: more, first Page URL, in the search results are HTTPS URLs on the Web on
Search Marketing Expo East, Google Gary Illyes presented on a HTTPS Panel and shared some very interesting data and history on the signal of the HTTPS Google rankings. Page search results more likely contain HTTPS Urls Gary explained that, although only 10% of the URLs analyzed and discovered on the web are HTTPS URL, that [...]SEO Pinterest: 7 tips to Pinterest Engineer [#SMX]
It is not difficult to argue that Pinterest is an ideal social network for traders, and tailwind CEO Daniel Maloney hit on the crux of the matter at a session of this week at SMX East in New York. Twitter, said, is mainly on what I'm doing; Facebook is about who I am; Pinterest [...]Google SafeSearch for schools now supports HTTPS
On the Google Security Blog, Google Brian Fitzpatrick, Director of engineering, announced that the Google SafeSearch feature that network administrators can force on their networks now supports HTTPS. This means that if network administrators, upgrade to the new Protocol, all searches on Google will not only forced to SafeSearch filters but also be guaranteed on [...]Technology, convenience, Innovation & targeted advertising: takeaway from Google@Manchester-cl es
Contributor Matt Clough shares inspiring and insightful details of the event Google@Manchester to the United Kingdom this week.SEO organizations claim "research Congress" to create & enforce the Marketing Code of ethics research
SEMPO and other search marketing organizations are calling for the SEOs to participate in a "research Congress" to help the project and enforce a marketing code search engine ethics for North America. According to the announcement, all those wishing to participate must be named by a search engine eligible marketing organization, including regional associations, virtual communities [...]SMX East 2014 days three live reports Blog
Third day of Search Marketing Expo East is now finished and here is the live blog coverage, that we have seen throughout the day. #SMX Liveblog Googling speaks HTTPS + Insights from SEO VIPs, BruceClay.com #SMX Liveblog: Conversion rate of the Stars of Rock, BruceClay.com #SMX Liveblog: Google says Penguin may come next week, BruceClay.com #SMX Liveblog: Pigeon, [...]
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Certain opinions expressed in this article can be a guest author and Search Engine Land not necessarily. Staff authors are listed here.
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Technology, Complacency, Innovation & Ad Targeting: Key Takeaways FromGoogle@Manchester

Google’s fifth annual conference in Manchester, UK — Google@Manchester — saw a room full of agency employees, tech fans, business people and journalists led through a series of talks from Google executives, friends of the company and some leading business names.
Here are the main takeaways:
Google’s Head of Northern Agencies Andy Barke got the ball rolling by reading a passage from a private travel journal he kept in 2004, demonstrating the colossal leaps the technological world has made since then that are often taken for granted.
The advent of the smartphone, the MP3 player eclipsing the CD and MiniDisc player, and the written journal being vanquished by the blog and vlog are just three examples.
VP and Managing Director of Google UK & Ireland Eileen Naughton then took over, delving into slightly more detail about the truly remarkable changes the world is undergoing thanks to technology.
The smartphones we now carry with us every day have more processing power than the Apollo 13 moon landing computers, she said. By 2020, Google expects to see every single person in the world connected in some fashion — today, only around 2.7 billion people are connected.
And what we’re seeing is not a brief bubble, Naughton contended: “While the pace of change is accelerating to a blinding speed, the pace of change will never be as slow again as it is today.”
And it isn’t just businesses that are seeing the benefit of being able to reach a global audience like never before.
The audience are later treated to a speech by inspirational ultramarathon runner Simon Wheatcroft. Having lost his sight at 17, Simon set about using technology to his advantage, which allowed him to pursue a newly-found hobby — running.
He has utilised the app RunKeeper as both a distance marker and a reassuring presence when running solo, and with the on-going innovations in Google Glass and Google’s Project Tango (for 3D mapping the interiors of buildings), the possibilities are endless.
Eileen Naughton summed up Google’s current position by describing the search giant as a company that has “morphed from being purely a tech company into being what I think is fundamentally an innovation company.”
It’s very hard to argue with her. It seems that for every runaway, commercially viable success the company has, such as Search or Android, they have another ten ideas which they’ve put into production purely to see if they can make them work.
Google[x], the company’s department for these “moonshot” projects, decides what it works on by finding projects equidistant between three guiding principles; huge problems in the world that need fixing, a radical solution to that problem, and breakthrough technology that can make that solution viable.
Project Loon and Google’s self-driving car are just two types of this innovation. The expectation of Google[x] is not one of success, but of failure; John Looney, a site reliability engineer, says that “if half of [Google[x]] projects aren’t failing, we’re not trying hard enough.”
Google has also succeeded in turning an aspect of search that once seemed quite gimmicky and unlikely to ever catch on, voice search, into a real alternative to the keyboard.
Naughton told the audience simply to “just talk to Google”. If any businesses were truly doubting the need to focus on long-tail as well as short-tail keywords, Google’s belief in voice search should have them reassessing that position.
A panel talk chaired by BBC business analyst Steph McGovern saw three industry leaders sharing what they’ve seen of big businesses struggling to adapt to the new technological age and the smaller firms taking advantage of this trend.
A later presentation given by author Rasmus Ankersen was aimed at a similar topic, as he talked about why complacency is so difficult to avoid when a company has been at the top for a sustained period of time.
A more detailed discussion of this area, and the implications it has for search marketers, can be found in my other write-up from the conference.
Dominic Field of the Boston Consulting Group discussed a fascinating recent study conducted with five major display advertisers, which not only showcased the programmatic retargeting abilities that the internet is now capable of, but of the incredible potential this has for advertisers.
The full study can be found here.
Finally, Derek Scobie, Head of YouTube Brand Propositions, talked about how the YouTube ecosystem has developed since the site’s inception in 2005.
Scobie said the ecosystem has now become a three-way nexus between users, content creators, and brands, then interviewed three YouTube stars and divulged some of the common characteristics among the most successful brands on the platform:
They don’t just create content around their products, they do so around their passions. Red Bull and their extreme sports theme is an excellent example of this.Many of the most successful brand videos clock in at under one minute long.Series of videos work particularly well, as do videos that have other content built around them, such as tasks with calls to action at the end of the video.They often work alongside existing YouTube “celebrities” — but for the collaboration to be a success, it’s important to target content creators that really complement the brand, and brands must allow the creator to take the creative lead.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Matt Clough works full time as the content marketing manager for Cloggs, an online footwear retailer, and as a freelance journalist. He has worked in search engine marketing for several years, and has written for (among others) the Guardian, the Independent, and Bleacher Report, the latter as a featured columnist.
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Measuring PPC Account Efficiency Vs. Volume: A Case Study

As PPC professionals, we are constantly working to optimize accounts. Whether it be improving conversion rate, increasing ROI, or lowering cost per conversion, the job is never done. We want to show our clients the best results and have them feel justified in hiring us.
Another phrase I use in conjunction with the term “optimization” is “account efficiency.”
In other words, are goals consistently being met, or does performance vary month to month? If the former, then chances are the account is efficient, meaning relevancy from search query to conversion is well aligned.
However, therein lies an issue that is constantly on my mind….
In making accounts efficient, I tend to worry that I’m leaving conversions on the table. I struggle with the notion that I’m making my keywords too specific or that I’m limiting ad exposure in other ways.
And I’m not talking about bidding on a root term in a broader match type in order to secure a few more conversions — I’m concerned that overall account decisions are limiting additional qualified traffic.
To try and quantify this notion of efficiency vs. volume, I’ll be presenting data from an e-commerce account that my agency inherited at the beginning of July. The data will look at Google AdWords year-over-year performance for July, August and September.
The reason I am reviewing this particular account is because we essentially started from scratch. The account had been dormant for a couple of months and, along with a new strategy, needed extensive campaign builds.
I want to emphasize that this case study and my associated thoughts should not be considered universal. As with everything PPC, there are so many variables. What works for one account may not work for another. This study is an attempt to quantitatively review the data and provide my analysis. You might do the same for your accounts to measure their efficiency.
Before presenting the data, I want to share exactly how I went about making the account efficient so as to provide context around the numbers. First off, all new campaigns included these parameters:
Ad groups consisted only of exact and modified broad match keywordsEach campaign began with a negative keyword list of 80 terms; these negatives came from historical account performance and proactive researchAll ad groups contained at least four ads — two targeting desktops and two showing on mobile devicesAlong with Search Network text ads, Google Shopping, Remarketing, Dynamic Search Ad (DSA), and Remarketing for Dynamic Search Ad (RDSA), campaigns began running in the first week of account managementSitelinks were used in every campaign; additionally, we were able to participate in the callout extensions beta and started running in early August
Next, bids were aimed at showing ads within the top three positions. Average position for Search Network text ads (not including Brand) during this time period was 2.2.
Finally, there were general Display campaigns (non-remarketing) running in 2013 that aren’t present in 2014. These Display campaigns accounted for less than 10% of overall spend; however, they encompassed about 1/3 of total impressions.
First, let’s take a look at click-through rate (CTR) and average cost-per-click (CPC) for just the Search Network (as the Display campaigns of 2013 would severely skew data).
CTR: 2013 vs. 2014
CTR remains stagnant in July year-over-year, but the big jumps come month-over-month.
From July 2014 to August 2014, CTR rises by 0.19 percentage points. During that same time period in 2013, CTR decreases by 0.01 percentage point. Even though September 2014 CTR decreased by 0.05 percentage points, it still saw a nice jump year-over-year.
CPCs also trended in the right direction, as 2014 monthly figures were lower than their 2013 counterparts. In both years, CPCs increased from month to month, representing a seasonal trend (which is accurate to the demand of this product).
Average CPC: 2013 vs. 2014
Similar to CPC, conversions spiked from July to August during both years. However, conversions nearly doubled in 2014 — whereas in 2013, they only increased by about 17%.
Both September months saw conversion growth from the previous month, as well. September 2014 saw 152 more conversions than August, while, in 2013, August to September conversions increased by 29.
Conversions: 2013 vs. 2014
It’s interesting to note the cost difference in relation to the conversion graph. Both years see increased costs month-over-month with 2014 seeing more dramatic changes.
When we compare this graph with conversions, we see that August 2014 saw 84% the conversions of August 2013 at only 63% of the cost. Based upon all graphs so far, the month of August is when the account had its most efficient month.
Cost: 2013 vs. 2014
Furthermore, cost-per-conversion in August and September 2014 were at least $1.31 less than their 2013 counterparts. Not only was overall cost and cost-per-conversion lower in 2014, but also, conversions nearly hit 2013 figures.
Cost per Conversion: 2013 vs. 2014
Following the conversion trend, each month’s revenue in 2014 was a greater percentage of that same month in 2013.
September 2014 revenue was just under 82% of September 2013 revenue at roughly 72% the cost of the previous year.
Revenue: 2013 vs. 2014
Finally, when reviewing return on ad spend (ROAS), each month in 2014 is above 500%.
Here is where efficiency comes most into play as the account is spending less and showing a better return. Overall, conversion and revenue volume are lower, but show solid increases month-over-month.
ROAS: 2013 vs. 2014
I hope, after presenting this case study, my concern about account efficiency vs. volume is clearer. Based upon all data, account efficiency is much improved over 2013 as ROAS is up, cost-per-conversion down, and CTR increased.
The caveat is that overall conversions are down. The question that must be asked is whether we should be OK with these results. Does better efficiency make up for volume loss?
In this case, I would say yes. Lost in this discussion is that the account has been growing month-to-month, even if volume is lower than last year.
It’s not like maximum efficiency has been hit and everything else is secondary. New campaigns are actively going live while optimizations are constantly being made. Throw in the seasonality factor, and a strong effort is being made to garner more qualified traffic.
Ultimately, the goal of many PPC accounts is to become more efficient. Gaining the most conversion and revenue volume is the main goal in some accounts, but by-and-large, showing high efficiency is necessary.
I would add that there needs to be more of a balance, but more so stacked in the favor of efficiency. In other words, gaining more high quality traffic should complement account efficiency.
Some opinions expressed in this article may be those of a guest author and not necessarily Search Engine Land. Staff authors are listed here.
Matt Umbro is a Senior Account Manager in charge of Community at Hanapin Marketing. He specializes in eCommerce PPC and client relations, and he also oversees content production for PPC Hero.
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