Larry Kim Posts from the Internet Marketing Blog

Has Google Gone Too Far? Parental Status Demographic Added to AdWords

If you’ve ever read “What to Expect When You’re Expecting”, you probably didn’t notice a chapter about Google tracking your parental status in AdWords. Well, this is exactly what Google is doing, as Parental Status is now a demographic subset that advertisers can explicitly target.This feature went live within the past 12 hours or so, and Google has yet to make an official announcement.

However, we’ve already seen it in action, as you can see in the following figure:Our resident data scientist Mark Irvine was the first of us at WordStream to notice the new feature. At this point, parental status targeting hasn’t been rolled out across all advertiser accounts – in fact, even some of our largest Managed Services accounts don’t have access to this functionality yet, suggesti... > Read more

June 20, 2014     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 6

Do Paid Search Ads Drive Brand Awareness?

What if search advertising were able to impact not just clicks and conversions, but top-of-mind brand awareness?This was the question Google set out to answer in a just-released study with Ipsos MediaCT. In it, they found that search ads have a positive impact on top-of-mind awareness, but also on unaided brand awareness – even when the searcher doesn't click the ad.

Search ads may be known as a direct response tool, but Google's research points to real value for branding, as well.The study, which consisted of 61 simulated search experiments involving 800 U.S. consumers, identified an 80% lift in top-of-mind brand awareness.In each of the studies, consumers were asked to perform searches for category-specific searches spanning 12 verticals. They then saw either a control page or a simula... > Read more

June 18, 2014     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 0

4 Things You Need to Know About Google's New AdWords Policies

Google is launching a “new and improved” AdWords Policy Center aimed at making policies more user-friendly and accessible to advertisers, according to an announcement buried in their AdWords Policy Help resources.The current AdWords policies will remain in effect until “around September,” when the new center will launch.

So what's new? Google has released a preview of the new center alongside their announcement. Here's what you need to know about the changes.1. If you're in compliance now, you won't be a rule-breaker come September… well, most of you, anyway.In their announcement, Google noted, "Almost all advertisers who comply with our current policies will also comply with the new policies."Yes, there will be fundamental policy changes that will affect some advertisers more tha... > Read more

June 17, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 9

Will & Larry's Most Excellent, Totally Replicable Keyword Strategy

Keyword research can be a tedious, thankless task – especially if you aren't using the results for maximum impact. Without keyword intelligence, though, you're flying blind. How can a marketer get the greatest ROI from their time spent toiling over keywords?More than keyword research tips, smart marketers need a comprehensive keyword strategy to guide successful SEO, PPC, and content marketing efforts.

We get it, you don't have time for the same old regurgitated "wisdom" you've been hearing and reading about for years.Together, Will Critchlow, co-founder/CMO of Distilled, and I have devised an all-inclusive, totally replicable keyword strategy for search engine success – one we'll share in an exclusive webinar next Tuesday, June 17.Not your average keyword tipsAttendees will review cas... > Read more

June 11, 2014     |   Written by: Larry Kim   |   Posted In: Keyword Marketing   |   Comments: 6

No SEO, No Paid Search – So What the Heck IS eBay’s Search Strategy?

eBay along with researchers from the Universities of Berkeley and Chicago, have just released the final version of a study claiming that paid search ads have “no measurable benefit.” This is not really new news; we heard about the preliminary results last year, and pretty much everyone in search marketing had a good hearty laugh – because eBay has long been known for its embarrassingly crappy ad strategy.

The study is done now, and while it’s not completely terrible, it’s definitely misleading, as well as confusing in terms of what this says about eBay’s marketing strategy. In this post I’d like to go over a few points worth rebutting, especially when it comes to trying to apply these findings to the average Google advertiser out there.It’s Not the Channel, It’s How You Us... > Read more

June 05, 2014     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 7

Panda 4.0: Why eBay Just Lost 80% of its Organic Rankings

Poor eBay – they're having a pretty bad day. Thanks to Google’s roll-out of Panda 4.0 and the Payday Loan 2.0 update, eBay is suffering a massive loss in organic traffic and rankings. Adding insult to injury, they had to ask all users to change their passwords after a database hack.Matt Cutts kicked off the SEO hysteria yesterday as he often does, with a tweet:First released in 2011, Panda is a component of the organic search ranking algorithm designed to weed out low-quality sites, or those with "thin content.

" In its initial release, Panda affected approximately 12% of all search queries – by March 2013, Google had refreshed Panda 25 times, making it a constant source of aggravation in SEO circles.This update is particularly worrisome for webmasters, given that Google had stopped a... > Read more

May 21, 2014     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 70

Gender Bias in Online Marketing: Data Shows Women Are Undervalued by 21%

Does the internet marketing industry have a gender bias problem? It’s something that’s been talked about before, but too often, those discussions are based almost entirely on speculation, a general sense that women are getting the short end of the stick. And the problem with speculation is that it’s easy to dismiss.

Moz’s recent industry salary survey provided some interesting data; they found that women in online marketing are paid less than their male counterparts, even at the same levels of education and experience. This sparked some really great discussion, but again, some may assume men just get the better jobs because of greater ability, better performance, or more ambition. But is this really the case?I recently ran across some internal data that really surprised me. I believ... > Read more

May 13, 2014     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 34

New Enterprise Google AdWords Features Boost Efficiency & Scale for Big Spenders

A few weeks ago, Google announced major changes and updates to the AdWords platform, several of them designed to improve efficiency and scale for enterprise-class search marketers.Google wants to make life easier for companies with massive campaigns – for those who are spending hundreds of millions or even a billion dollars on AdWords.

Enterprise-level PPC marketers face unique challenges, given the complexity and sheer size of their campaigns.These new features were designed to increase efficiency, help brands scale their campaigns and make insights more accessible and useful. In this post, we’ll take a deeper dive into the new tools available to enterprise AdWords clients.Bulk Actions: Making AdWords Less "Complicated"In the new features announcement a few weeks back, VP of Products ... > Read more

May 08, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 2

The 10 Best PPC Tips from My Inbound.org AMA (Ask Me Anything)

I recently had the opportunity to be the subject of an AMA (Ask Me Anything) at Inbound.org and was blown away by the response. Not only were there a ton of questions, but they were really, really good!These questions led to a lot of great discussion and advice on PPC and AdWords, in particular. But in case you don’t want to dig through the whole thing, here are my top 10 best PPC tips from the Q&A.

1. What's the greatest, but most underused, opportunity in AdWords?Q. Kyle Petzinger asked, "What would you say is the single largest, mostly unused opportunity that AdWords advertisers can take advantage of? I realize this is pretty open-ended, but feel free to just spit out the first 'OMG DO THIS. WHY IS NO ONE DOING THIS' thought that comes to mind. Thanks a ton in advance! Love your wo... > Read more

April 29, 2014     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 5

Huge Google Keyword Planner Updates: Now with Mobile/Contextual/Trend Data

Keyword research is a critical component in every successful paid search strategy. In fact, our internal data shows that search marketers spend nearly 25% of their time on keyword research.Google has quietly rolled out a number of significant changes and updates to Keyword Planner that should not only reduce the amount of time spent in the tool, but make it exponentially more useful, as well.

The updates rolled out this week make it highly visual and more powerful, with a definite mobile focus. It's the first major refresh since the tool was introduced about a year ago.(Warning: the new version is way more fun – you might actually spend MORE time in Keyword Planner. Try not to get distracted by the pretty shiny things.)So what's new? Check out the new Keyword Planner features:Visualize S... > Read more

April 24, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 6

Today’s Big Google AdWords Announcement: What It Means for You

Today's the day: Google finally spilled the beans about the new features that are coming to AdWords. (Protip: sign up for our webinar tomorrow for an in-depth look at the changes and how they'll affect you!) Now we can finally tell you what they actually announced. Here’s our take on this exciting news.

New AdWords Features OverviewBefore we get into the specifics of the new AdWords features, I wanted to provide you with an overview of the key points about these planned improvements. I recently spoke with Aaron Stein, Google’s Global Communications and Public Affairs Manager, who told me that:These features will be entirely optional, unlike last year’s mandatory (read: “destructive”) Enhanced Campaigns update.Also, unlike last year’s EC update, no existing features are being ret... > Read more

April 22, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 5

Big Changes Coming to AdWords: What You NEED to Know

Google is making a big announcement on Tuesday, April 22 (yep, that's TOMORROW). They will announce 10+ new AdWords products, features, and research studies that they have been working on for the past year.Last year, we were the first to bring you complete coverage of Enhanced Campaigns, the biggest change to the AdWords ecosystem in the last decade.

This Wednesday, we’ll be holding a free, live webinar to clue you in on this new announcement and what it means for your AdWords campaigns.The moment the embargo is lifted, we’ll start bringing live coverage of the announcement plus actionable advice on how it will affect your account and how to take advantage of the changes.There’s been plenty of speculation so far on what those changes might entail. We’ve seen what people are saying,... > Read more

April 21, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 4

Google Goes After Facebook, Expands Post Ads to All Advertisers

It’s no secret that there’s little love lost between Google and Facebook, even to those outside the Valley. Google proved this once again today by announcing it has expanded access to +Post ads to all advertisers and that these ads will support Google Hangouts on Air.What Are Google +Post Ads?Google first announced +Post ads in December, billing them as a new format of ad that brands can use to drive engagement across multiple platforms.

Simply put, +Post ads are pieces of content from brands’ Google Plus profiles, such as videos and photos, which are repurposed into ads to be served across the Google Display Network.What’s the Big Deal?In the official blog post announcing the rollout, Google highlighted some examples of how advertisers have used +Post ads to drive user engagement.... > Read more

April 16, 2014     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 3

Rumors of 'Not Provided' In AdWords Unfounded: Paid Search Query Data Is Not Dead

All sorts of silly rumors were circulating earlier week suggesting that Google is going kill off all search query data from paid search and that third party tools providers like WordStream are going to be slammed. Unfortunately the reporting on this issue has been light on facts and heavy on speculation.

In this article I'll explain exactly what is is changing here -- the short answer is: not a heck of a lot.Are The Rumors True? Is Paid Search Query Dead?No. not even close. If you used paid search query data to do campaign optimizations, you can still access all of that data from within the Search Terms Report in AdWords just as you have done in the past. Not convinced? The easiest way to disprove this rumor is to log into your AdWords account and view your search query data for yourself. ... > Read more

April 09, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 17

The Greatest Intro to PPC EVER: 10 Years of PPC Experience in 40 Minutes

What would it do for your business if you were able to crawl inside my brain and wallow in crazy-effective PPC knowledge, gained over more than ten years working in paid search every single day?The insane insights and experience you would take away would become your ultimate PPC secret weapon, giving you the power to slay the competition and squeeze every last drop of ROI out of your AdWords campaigns.

For one day only, you have the opportunity to do just that. In our next free webinar, I'll share mind-blowing PPC secrets and unconventional wisdom gleaned over my 10+ year career in PPC.Our Ultimate Introduction to Pay-Per-Click Advertising webinar is designed to help you kick-start your PPC campaigns or invigorate your existing ones.There's no denying that AdWords ads are a highly effective... > Read more

April 09, 2014     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 7

Goodbye Google AdWords Regular PLA Campaign Type, Hello Shopping Campaigns

By late August, Google will retire their regular PLA campaign type and switch all product listing ads users to Shopping campaigns. Beta launched in October 2013 and fully rolled out in February, Shopping campaigns have a number of unique features that make them particularly attractive to e-tailers:The ability to browse inventory within the AdWords platform and create product groups using attributes from your data feed.

Custom labels, a way to tag products in your data feed with personalized attributes.Advanced performance measurement, with data segmentation by product or attribute.Aggregate competitive performance data, including the average CTRs and Max CPCs of your competitors.Create and edit with the AdWords API and bulk edit product groups at scale.If you’re selling products, you shou... > Read more

April 03, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

Here's Your Chance: Ask Me Anything!

Hi, I'm Larry Kim and I've analyzed over $10 billion in paid search spend.Wondering how to give your Quality Scores a lift, or what Quality Score even is? Curious about how WordStream works, and how I bootstrapped my way to the top? Looking for growth hacking tips to build your business? Or maybe you're curious how we churn out such awesome content here at the WordStream blog, driving over half a million page views per month? I can help!This coming Monday, March 31, I'm hunkering down at the keyboard for what I hope is a fun and informative Ask Me Anything with Inbound.

org. What is an Ask Me Anything? It's basically an opportunity for the Internet at large to pick the brain of one person – and this time, it's me! AMAs started on Reddit but since Inbound started hosting them, they've gene... > Read more

March 26, 2014     |   Written by: Larry Kim   |   Posted In:   |   Comments: 0

Content Promotion: The Difference Between Brands with Fans & Anonymous Content

Google has been using some pretty effective scare tactics to warn marketers off link building lately. Scalable link building – even tactics that used to be seen as white-hat, like guest blogging – are steadily coming to be seen as black-hat. Instead of focusing on links, Google says, just build your brand by creating great content!The problem is, everyone and their best friend has already jumped on the content marketing bandwagon.

This noisy space is getting even noisier! Over 90% of B2B marketers use content marketing – for obvious reasons:Two-thirds of consumers say they feel better about and are more likely to buy from a company that delivers custom content.Interesting content is a top 3 reason people follow brands on social media.So when everyone is doing it, how do you stand out... > Read more

March 26, 2014     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 14

Win a 2-Hour PPC Consultation with Paid Search Experts Perry Marshall & Larry Kim

What would it do for your business if you had the chance to pick the brains of two renowned PPC industry experts about your specific AdWords needs? Would you discover budget-saving bidding and creative strategies, tactics to maximize your conversion and ROI, or targeting functions and features to get you in front of the most relevant audience possible?All of the above!This spring, one lucky marketer has the opportunity to supercharge their AdWords strategy with expert insight and guidance from two industry experts.

In just a few days, we'll draw the winner of a two-hour paid search consultation with my good friend, AdWords guru Perry Marshall and me, Larry Kim.Marshall, the world's most quoted Google AdWords consultant, authored The Definitive Guide to Google AdWords, the most popular PPC ... > Read more

March 19, 2014     |   Written by: Larry Kim   |   Posted In: Paid Search Marketing   |   Comments: 1

Google Promises Solution to Keyword Not Provided, But How Useful Will It Be?

It's fair to say Google's Amit Singhal shocked the audience at SMX West last week when he told Danny Sullivan a solution to the not-provided keywords issue will be announced "in the coming weeks or months."Wow .@theamitsinghal announced that google is working on solution for keyword (not provided) situation #SMXWest #smx pic.

twitter.com/taQEMTYv9m— Larry Kim (@larrykim) March 12, 2014Google hasn't given an inch on the keyword data lost to site owners and marketers when secure search was fully implemented in September 2013. It was a change two years in the making; SEOs and site owners saw keyword data gradually disappearing to the "not provided" dark side from September 2011 on. Throughout, panic ensued as site owners were no longer able to track users by the keywords that brought them to... > Read more

March 17, 2014     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 1
 
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