Phil Kowalski Posts from the Internet Marketing Blog
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 adjustment? Is it a miracle?Google does provide a calculator that allows you to select your adjustments from a drop-down menu to see how they are applied together, as shown below (click the image to enlarge):But being a PPC nerd, I wanted to understand the math myself. Let’s break it down.One Bid AdjustmentWhen one bid adjustment is set, that’s the amount the bid will be adjusted when the condit... > Read more
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 PPC Advisor is the QueryStream tool.
(If you’re not using WordStream, it’s analogous to the Search Terms Report on the Keywords tab in AdWords.) Using different filters in QueryStream to help you find useful insights is like using a good pan in a real-life stream when you’re looking for gold.While QueryStream is powerful, it can be a beast to examine if you have a lot of data. Here are four ways that I tackle QueryStream using filters to get the most out of my search query information:1. Filter out already exist... > Read more
