Erin Sagin Posts from the Internet Marketing Blog

Google AdWords Ad Extensions Cheat Sheet

 If you’re looking to boost your paid search performance without working late in the office all summer or increasing your budget, try utilizing Ad Extensions. Not only do they require minimal set-up time, they are displayed at no additional cost.It can be tough to decide which extensions to focus on, so I’ve created a cheat sheet to help you decide which ones will work best for you:Sitelink ExtensionsWhat are they? As you can see above, Sitelink Extensions allow you to promote additional landing pages below your standard ad text.

Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, t... > Read more

June 03, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 33

Five Reasons to Bid on Branded Terms in PPC

 Anyone who manages a PPC account is perpetually on the lookout for a “secret weapon” to boost their performance. As a Customer Success Rep at WordStream, I have consulted for (what feels like) almost every type of account imaginable. Usually, my suggestions differ based on each individual client, but there is one foolproof recommendation that benefits just about everyone: bid on your branded terms.

OK, I know it sounds crazy. You’re probably thinking, why bother spending money on branded terms that are already triggering organic listings? (That’s what eBay recently decided, but we’re not sure their SEM managers are quite up to snuff...) Or you may be worried that paid search ads will cannibalize your organic traffic. However, Google has conducted studies that show this isn... > Read more

March 19, 2013     |   Written by: Erin Sagin   |   Posted In: Paid Search Marketing   |   Comments: 10

AdWords Geo Targeting Demystified – Advanced Location Options

I can’t tell you how frequently I receive frustrated emails from clients who encounter surprises in their geo reports. Why is Google showing their ads to people in India if their geo targeting is set to New Jersey? Geo targeting seems like one of the easiest decisions you can make when setting up an AdWords campaign, but it’s not as straightforward as it may seem.

Let’s say I run a website that sells baked goods within Maryland. By default, my geo-targeted ads would be eligible to show to searchers who:Are physically located in Maryland: This one is pretty straightforward. As long as the searcher’s IP address is located within my target region, Google can show my ads.Are located outside of my target area, but are looking for products in my area: This searcher could be in Boston, but... > Read more

February 11, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 17

Help, My Search Query Report Has Bieber Fever! Plus 5 Tips for Setting Negatives

 Imagine you’re managing a campaign for a product that sends videos over optical fiber. Would you think to set “Justin Bieber” as a negative keyword? I know I wouldn’t. As it turns out, this is one of the best moves my client, Rolands, has made.Rolands oversees paid search for AD Net, a Taiwanese manufacturer of Formosa cables.

A few weeks ago, as he was mining his search query data, he noticed that his ads were showing to searchers looking for videos of Justin Bieber—not exactly his target audience!He quickly realized that Google considered “Bieber” to be a misspelling of “fiber,” which is one of the most prominent keywords in his account. There were so many variations of Bieber queries that Rolands found himself “cleaning Biebers for the next few weeks.”If you... > Read more

January 29, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 12
 
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