Phil Kowalski's blog
If there’s one topic in AdWords that seems to confuse all sorts of folks, it’s negative keyword match types, especially negative keywords on broad match.Since regular keywords on broad match can cast a fairly wide net, people are worried about using that match type on their negative keywords. People are scared to use broad match on their negative keywords because they’re worried about potentially filtering out traffic they’d want.
The main thing to remember is that negative keywords set to broad match behave much more like modified broad keywords. Every word that you have in the negative keyword will need to appear in the query for the negative keyword to filter it out.For example, if we used the negative keyword –nike basketball shoes, our keywords could still trigger o... > Read more
Here at WordStream, I am not only a Customer Success Specialist, but I am also a Premier Consultant. As a Premier Consultant I meet with clients every two to four weeks to discuss the state of their account and what they should be doing to improve it. On these calls we can really dig into what our advertisers need to be doing to improve their account, whether that’s setting up brand new remarketing campaigns, digging into how to improve quality score, or helping to analyze advanced metrics in Google Analytics.
Part of my usual process when I get a brand new Premier Consulting client is to first run through a checklist of items to determine what shape the account is in and what areas we can target to work on first together. I focus on the basic structural aspects in an account first, and t... > Read more
What’s your strategy for setting up your campaign budgets? One of our clients shared a case study with me about how he restructured his campaigns and budgeting strategy by combining the popular 80-20 Rule and the English soccer league system. Using this structure, he was able to improve his metrics across the board.
Let’s take a closer look at his account restructuring plan and execution to see what lessons we can learn.Background Info80-20 RuleThe 80-20 Rule (more formally named the Pareto principle) states that roughly 80% of the effects come from 20% of the causes. Our client was seeing a similar ratio of cause to effect with the performance of his account: 20% of keywords and ad groups were bringing in about 80% of impressions, clicks, and conversions.Soccer League TiersOur client a... > Read more
Google’s Enhanced Campaigns are here, and with them came new bid adjustments. While they may seem straightforward at first, bid adjustments can get a bit tricky when they are applied together. For example let’s say you have three bid adjustments set at -60%, +20%, +30%. Google combines those to reach an overall adjustment of -38%.
What’s the math behind how Google comes up with that final adjustment? Is it a miracle?Google does provide a calculator that allows you to select your adjustments from a drop-down menu to see how they are applied together, as shown below (click the image to enlarge):But being a PPC nerd, I wanted to understand the math myself. Let’s break it down.One Bid AdjustmentWhen one bid adjustment is set, that’s the amount the bid will be adjusted when the condit... > Read more
Sifting through your search queries to optimize your AdWords campaigns is kind of like looking for gold in a river – you can find some valuable nuggets, but you’ll be a lot more efficient if you’re using the proper tools.One of my favorite tools to use within WordStream Advisor is the QueryStream tool.
(If you’re not using WordStream, it’s analogous to the Search Terms Report on the Keywords tab in AdWords.) Using different filters in QueryStream to help you find useful insights is like using a good pan in a real-life stream when you’re looking for gold.While QueryStream is powerful, it can be a beast to examine if you have a lot of data. Here are four ways that I tackle QueryStream using filters to get the most out of my search query information:1. Filter out already existing ... > Read more