Larry Kim Posts from the Internet Marketing Blog
AdWords has just rolled out AdWords Keyword Planner, a new tool that combines two of the most popular existing AdWords tools, the Google Keyword Tool and the AdWords Traffic Estimator, and adds to it a wizard-like integrated workflow to guide users through the process of finding keywords for creating new Ad Groups and/or Campaigns.
I’m guessing that at some point in the future, the AdWords Keyword Planner may replace the Google Keyword Tool and AdWords Traffic Estimator – tools which have been in service for over 10 years and are widely used for both PPC and SEO. So if you’ve used either tool in the past, take note here – your process is probably about to change!Getting Started With AdWords Keyword PlannerThe AdWords Keyword Planner supports three key use cases:Search for keyword an... > Read more
Last week was a tragic week. And Friday was an exciting day, in that it's not every day that the entire city gets shut down and there's a massive manhunt going on in your own backyard!On Friday morning the FBI found out that the bombers lived on Norfolk street in Cambridge, which is just 3 blocks from my place, so I walked outside and snapped a few pictures.
Here's what it looked like:These bad-ass FBI agents were planning a "controlled explosion." I counted over 50 agents.There were about 20 news trucks parked outside, pretty much every news network!Cambridge Police and the FBI asked residents to evacuate and closed off the street.Bomb sniffing dogs checking out the getaway-car.I usually watch the runners at the finish line on Boylston Street but this year I was stuck at Beth Israel... > Read more
Earlier this week Google announced some upcoming changes to Enhanced Campaigns. Soon, advertisers will be able to set mobile bid adjustments at the ad group level:To provide more control and precision over bids in an enhanced campaign, advertisers will soon be able to set a mobile bid adjustment at the ad group level.
This functionality will be available to all advertisers in mid-May. We think this may be useful if you’ve been operating large scale campaigns and found that your optimal bids for some keywords would require significantly different mobile bid adjustments within an enhanced campaign.When Google originally announced the shift to Enhanced Campaigns, mobile bid adjustments were only available at the campaign level, a detail that AdWords power users were especially unhappy about... > Read more
Over 10 years ago I fell in love with PPC because it was the most measurable and optimizable marketing channel.If a keyword wasn’t working out, no problem! I could change the ad, or optimize the bids, or chose entirely different keywords. I could measure and optimize anything and everything, which enabled me to create very sophisticated and profitable paid search campaigns.
Yet as PPC has become more and powerful and thus more optimizable, sadly, the average AdWords account manager is optimizing less stuff in their account – to the point where I believe that today, most AdWords accounts are dying of neglect.Very low PPC account optimization activity means that many advertisers are missing out on what I believe to be the best part of PPC. Should you be concerned?Exhibit A: Self-Reported ... > Read more
In a bid to capitalize on widespread discontent and outrage in the SEM community over Google AdWords enhanced campaigns, Bing today reiterated their view that EC’s are essentially a bad move and indicated that they will not be following Google’s lead as far as their product development efforts are concerned.
Bing Champions “Advertiser Choice,” Implies that Google Doesn’t CareWhile Bing’s announcement itself is pretty straightforward, they used a 1200-word blog post to indict Google of not providing “advertiser choice.”The blog post enumerates a litany of complaints that have been leveled against Google in recent months, including the notion that:Bundling of tablet and desktop advertising as a single target is worrisome given that there is research that shows tablets convert ... > Read more
Just over 4 years ago, Craig Danuloff at Click Equations wrote an article called “The Economics of Quality Score” that provided a simple model to determine the value of Google Quality Score in your AdWords account.We all know the value of Google's Quality Score in a high-level sense – Quality Score plays an important role in determining your Ad Rank, which is how Google determines the position in which your ad appears, which in turn determines the amount of exposure and clicks your ads will receive.
We also know that Quality Score plays a very important role in determining how much you’re charged per click. A now famous video by Hal Varian, Google’s Chief Economist, helped clarify this point – that your cost per click is calculated using the formula: Ad Rank of the ad below your... > Read more
I recently spoke with an analyst who had asked me how content marketing is different from traditional PR (public relations). I think this is a question that all marketers and SEOs are having to grapple with as SEO evolves. On the one hand, it’s getting harder and harder to rank in the SERPs with low-quality content and spammy links, making real content marketing much more important; on the other hand, the value of the link as we know it is slowly being devalued relative to social currency and co-citation, which owe a lot to word of mouth and good PR.
So what’s the difference between PR and content marketing? Is there any? The short answer is yes. Here are some thoughts on how these marketing strategies differ.Content Marketing & PR Evolved from Different TacticsI see content m... > Read more
Does Google AdWords work? There’s a story making the news this week about how eBay supposedly wasn’t able to make paid search work for them so they stopped using Google AdWords. Ray Fisman, who wrote up the study for Harvard Business Review, said “Their findings suggest that many paid ads generate virtually no increase in sales, and even for ones that do, the sales benefits are far eclipsed by the cost of the ads themselves.
”I couldn’t help but laugh when I read this, and I’m sure many of you did as well, because it’s pretty well-known within the search engine marketing community that eBay is the butt of many jokes when it comes to adopting advertising best practices.eBay is probably the world’s biggest abuser of an ad writing tactic in AdWords known as Dynamic Keywor... > Read more
The mobile search market is experiencing out-of-control growth. Mobile searches have increased 200% year over year in 2012, and it’s predicted that within the next year, mobile will become the primary way people access Google’s services. But despite early reports, Google isn’t doomed from a sudden shift to mobile.
Far from it – the opposite in fact! Google has managed to transform itself into a “mobile first” company. Currently, the majority of Google’s $8B run-rate mobile revenue derives from advertising (excluding Motorola). That’s why the company is totally restructuring the way its pay-per-click advertising platform, AdWords, works – Google wants more businesses advertising on mobile, so it’s making mobile PPC radically simpler with the introduction of enhanced campa... > Read more
Google has rolled out a new ad App Promotion Ad that allows users to download your app from iTunes or the Google Play Store, adding to their already impressive line-up of mobile innovations.They've also rolled out a new mobile app promotion ad template for advertisers to easily create the new App Promotion ads.
The New App promotion ads are like the next version of click-to-download ads which have existed for several years now.The new App Promotion Ads are only available if you’ve upgraded to enhanced campaigns. Google recommends that advertisers create new new app promotion ads to replace the older, existing click-to-download ads, in order to take advantage of new built-in, smarter ad-targeting capabilities of the App Promotion Ad.Both the new ad-creation template and upgraded click-to-d... > Read more
The announcement of Google’s new Enhanced Campaigns – coming to an AdWords account near you very soon – made a pretty big splash in the PPC community last week. We think the new campaigns present an exciting opportunity for marketers, especially when it comes to mobile advertising, because the previous system was too time-consuming and complicated.
Enhanced Campaigns should make mobile advertising much easier – but a lot of advertisers voiced concern that the shift will reduce control.Recently, I had the chance to chat with Surojit Chatterjee, the head of global mobile search ads product at Google. Surojit was one of the key product leaders behind the recently released Enhanced Campaigns. In this interview, we discuss the upcoming changes in detail, including what trends and behavi... > Read more
Google Offer Extensions are the latest and greatest AdWords advertising extension, enabling advertisers to make some powerful adjustments to their standard-issue Google ads. Offer Extensions integrate offers with search, allowing you to attach a clickable coupon, rebate, or discount offer to any standard Google Search ad.
Previously, Google Offer Extensions were available in a private beta for select AdWords advertisers. The feature is now on track to be rolled out to all advertisers along with a ton other changes by the end of February. We're excited to introduce to you how Google Offers for mobile could look like.Here’s what an AdWords Offer Extension looks like in the wild:How Do AdWords Offer Extensions Work?Advertisers can attach a redeemable offer to their regular Google search ad. ... > Read more
Hey WordStream fans!As you may know, the discount for signing up for the Hero Conference ended in January. If you didn’t get a chance to sign up yet, you’re actually in luck – for a limited time there’s a special offer going on for friends of WordStream!What is the Hero Conference? It’s a conference hosted by the knowledgeable folks at PPC Hero, and will be packed with 45 in-depth PPC management presentations and speakers.
The conference takes place in Austin, TX on April 8-10.Sign up now for the Super Early Bird Extension – Days 1 & 2 for just $1,100! The lowest price EVER!This special WordStream pricing ends on February 15. Just use the code “wordstream_hc” at checkout.To learn more about Hero Conf, check out:Interview with HeroConf Founder Pat EastWhy I’m Excited t... > Read more
What’s better than learning the latest search marketing strategies and insider tips on WordStream’s online blog? Hearing it all live, in person! If you’re getting goose bumps at the thought, it’s time to book your plane ticket.I’ll be speaking at the Search Marketing Expo West in San Jose, CA.
The event runs from March 11-13, 2013, and will be packed with over 50 panels and discussions detailing everything you ever wanted to know about search marketing.My session will be in a debate about pay-per-click marketing, entitled: “Forget What You Know About PPC – Best Practices Debate.” Speakers will engage in lively discourse over the value of Quality Score, the legitimacy of narrowly targeted landing pages, and much more. The truth is out there. At SMX West.I’ll also be the Q&... > Read more
Google today announced a bold and sweeping set of changes to their AdWords PPC management platform in a bid to greatly simplify mobile ad campaign management – at stake is the future of Google’s advertising business itself. All of the new AdWords Enhanced Campaign features – which I believe will greatly increase both mobile advertising adoption and Google’s revenues from mobile search – will become available to customers by the end of the month.
In this article, I’ll walk through AdWords Enhanced Campaigns in detail. If you’re interested in the growing mobile search space (and you all should be!), pay close attention. These changes will affect all advertisers before the end of the year.Table of Contents:Enhanced Campaigns IntroductionNew Bid AdjustmentsRIP Tablet TargetingSma... > Read more
New keyword research from WordStream suggests that buffalo chicken dip – apparently a dip designed to taste like buffalo chicken wings – owes virtually its entire existence to Super Bowl Sunday and the NFL season.WordStream conducted extensive research into the seasonality and trends of keyword searches on Google corresponding to chicken wings and hundreds of other popular Super Bowl snacks including:GuacamoleChiliNachosPulled PorkPigs in a blanketDoritosSeven Layer DipThe astonishing results revealed a near perfect correlation between the demand for chicken wings and buffalo chicken dip with the NFL season.
The results are illustrated in graphical form, here:Note that for the last 9 consecutive years, search volume for Buffalo Chicken Dip followed a similar pattern, increasing signifi... > Read more
Join us for our next free webinar: The Top 10 Ways to Outsmart Your Competition in 2013. This webinar will take place next Wednesday, January 23 at 1 pm EST.I'll be presenting along with Amanda West-Bookwalter, Account Manager at Hanapin Marketing and writer for PPC Hero, to show you the top 10 tips, tools, and tricks to help you gain and maintain PPC success throughout the year, and stay ahead of your competition!You’ll learn how to:Improve your Quality ScoresGet through to potential customers at the end of the funnelSpend less per lead, and more!After registering you’ll receive a confirmation email with instructions to join the webinar.
Even if you can't make the live webinar at this time, sign up anyway. We'll send you the slides and recording of the webinar after the... > Read more
Tonight (January 11, 2013) at midnight is the deadline for early registration of Hanapin Marketing’s Hero Conference, a 3-day, all-PPC conference in Austin, TX, April 8-10.Three great reasons to sign up for Hero Conf todayI’ll be speaking! And I’d love to meet you. Check out the full list of speakers to see all the PPC heroes you’ll be able to learn from – including my friends and colleagues: Bryan Eisenberg, Chad Summerhill, George Michie, Elizabeth Marsten, Jeff Allen, Joe Kerschbaum, Shawn Livengood, Noran El-Shinnawy, Matt Van Wagner, and many more.
And me! :)Bang for the buck. Hero Conf has a low speaker to attendee ratio for more one-on-one time, and is less expensive than similar industry conferences. (And you get the best price if you sign up today.)Total PPC focus. A lot... > Read more
As the founder of a search marketing startup, I’ve had the opportunity to interview, hire and work with some of the most amazing SEOs on the planet. I am so proud to have worked with people like Tom Demers and Ken Lyons, who not only helped me turn wordstream.com into a website that holds its own against domains like google.
com for SERP rankings, they went on to found a successful internet marketing consultancy of their own!Because WordStream’s business is in the internet marketing industry, the competition for SEO keywords in this vertical is incredibly fierce. We’re always competing against other search agencies, or search marketing product companies who obviously know a thing or two about SEO. If you think your insurance or travel industry has fierce competition, try competi... > Read more