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Phil Kowalski's Blog

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Clearing Up Negative Broad Match in AdWords

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...
November 04, 2013
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AdWords Account Audit Checklist

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...
July 02, 2013
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PPC Campaign Structure Case Study: English Soccer & The 80-20 Rule

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...
May 01, 2013
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Bid Adjustments: How Do They Work? The Math Behind Combined Bid Adjustments

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...
April 09, 2013
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4 Ways to Use Filters to Focus Your Search Query Analysis

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...
February 20, 2013
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