Zina Kayyali's blog

Bid Optimization: Getting Started with Bid Optimization in AdWords

Bid optimization can require quite a bit of time and attention, but it is a critical process for any successful AdWords account. In terms of how to start monitoring performance and analyzing data to manage your bids, it’s tough to know where to begin. In this post, I’ll break down the essentials of PPC bid optimization into digestible little pieces for you.

We’re here to help you start taking the baby steps that are key to managing your bids easily and effectively!Getting Started: PPC Budgeting and First-Time BidsBreaking it Down: Identifying Budget and ScaleBefore you even think about bidding, you’ll want to figure out how much money you’d like to spend. Your daily/monthly/annual budget is a critical part of your PPC strategy so take the time to start on the right foot.When you... > Read more

January 08, 2014     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 2

Bid Stacking in AdWords: How to Pay Less When Using Multiple Match Types

A little while back, my fellow CS specialist Lisa wrote a great post to guide advertisers towards picking the right match types. In her post, Lisa pointed to the benefits of testing the same keyword with different match types to help determine which match type is the right fit for an advertiser’s account.

Now let’s explore a situation where you might want to actually keep running different match types simultaneously. In the below example, we have set a sample keyword (literally titled Keyword) to Broad Match and Phrase Match. Why would you want to want to keep these two particular keywords running simultaneously?Well, let’s say after testing your keyword at different match types you have decided you really like Broad Match. There could be a whole host of reasons why you’ve decided t... > Read more

August 27, 2013     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 20

Should I Delete My Low Quality Score Keywords?

When trying to improve Quality Score across the board, it would seem intuitive that eliminating keywords with low Quality Scores would be a step in the right direction. However, blindly deleting all low-quality keywords in your account is not always the best solution.  Think about improving Quality Score the way you would think about eliminating a pest infestation.

If you’ve ever had any problem with pest control, you know that killing off your unwelcome visitors is not enough. In order to implement an effective pest control program, you need to identify the variable sources of the problem and find ways to combat/change them. Why are the pests there in the first place? Is it climate-related? Is it material-related? Do they have a readily available food source? Is there a nest somewh... > Read more

June 11, 2013     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 3
 
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