Billy McCaffrey's blog
Happy holidays, everyone! As a follow-up to the recent webinar we hosted on 11/14, “Gearing Up For The Holidays,” we wanted to present you with the material so that you can have it all right at your fingertips. Your faithful holiday webinar presenters, Erin Sagin, Jeff Stevens, Katie Lyons, and I, will each be providing you with a blog post based on the content we shared with you.
Think of it as a mini-series!For my part, I’ll be discussing which elements of your AdWords account you should be thinking about to best prepare for the upcoming season.The beauty of the holidays is that they fall on (roughly) the same days every year, making it very easy for you to plan ahead! It’s good practice to review holiday performance from previous years, so that you can better prepare for this ye... > Read more
Many times I have seen instances where clients pause keywords because they aren’t generating click or impression volume. While pausing is certainly one method for acting on low-performing keywords, I typically recommend pausing only as a last resort. There is plenty to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet informative metric is impression share.
Impression share is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. You can view impression share data at the campaign, ad group and keyword levels.Types of Impression Share in AdWordsThere is more to im... > Read more
#1 Is the Best Ad Position! … Or Is It?A common assumption about paid search is that position #1 is the ultimate goal. Advertisers clamber over each other to ensure their ads make it into the top position, because they think that’s what’s necessary to be successful for their campaigns.However, I’d like to go on the record and make a bold statement: Position #1 isn’t always going to be the best ad position for your business.
Yes, while position #1 certainly can’t hurt from an impression/visibility standpoint, it might not be the optimal position from a conversion/ROI standpoint. Google’s bid auction ensures that the higher you bid, the more likely you are to appear in a higher position. (Notice I said more likely, not guaranteed – the Quality Score system offers discounts fo... > Read more
I swore I’d never study for anything ever again once I graduated college. That was until I started a career working in paid search. Until I got into the field, I had no idea what paid search even was. And I certainly didn’t think it was anything I’d ever understand. What is PPC? What is AdWords? I refuse to learn!However, being in a particular field requires expertise, of which I had none.
My only option was to shake off the cobwebs and put my studying hat back on. But where to start? Sure, I could do some research on my own, maybe pick up a pointer here or there. That didn’t seem sufficient enough, especially if I was planning to make a career in this field. I thought that I would need a source of substantial information, and where better to turn to than Google AdWords itsel... > Read more