Tom Demers Posts from the Internet Marketing Blog
Microsoft adCenter: Learn to Login, Download the Desktop App, Import from Google AdWords & Market on Bing & Yahoo
If you’ve already created a successful Google AdWords campaign, a great way to drive more leads through PPC is to start to expand to platforms outside of AdWords, like Microsoft’s adCenter, which allows you to place ads on Bing, Yahoo! and their partner sites. (And now that WordStream PPC Advisor offers support for adCenter in addition to AdWords, it’s the perfect time to learn.
)Many of the fundamental best practices for being successful in Google AdWords also hold true for creating a successful adCenter campaign, but the platform definitely has some distinct wrinkles. If you’re starting to advertise with adCenter, or thinking about getting started, there are several great informational resources available to help you get more out of your campaigns.One thing I think is worth cleari... > Read more
Among the most common tasks that new AdWords advertisers can find daunting is simply starting a new campaign. Just in the initial campaign setup screen (before you even begin to create your actual ad groups and ads), you’re presented with 22 separate choices! We recently created a series of posts dedicated to determining the right Google AdWords settings for your campaign, but as you might have noticed, Google introduced a new look to their interface recently.
In this post, we’ll walk through a couple of subtle but important differences that have been introduced with the new interface that you can leverage when setting up a campaign.What’s New in the AdWords Campaign Settings?On the whole the new interface does improve the workflow of setting up a new campaign, introducing elements li... > Read more
We had an interesting question posed by a commenter named Scott recently regarding how to target a very specific offer to a remarketing audience:Thanks for your insights. I have a question about how to really implement a remarketing strategy on the website. Take this scenario into consideration: a user views a page on the site, leaves, is later targeted with a remarketing ad that says something like 'Come back for 25% off' and includes a coupon code on the ad, so they click on it, return to the site, proceed to checkout.
..and can't remember the coupon code... What to do then? I'm trying to brainstorm ideas for how to remind remarketing customers about the coupon code without telling everyone about it who visits the site.For this it seems like the best way to direct these visitor... > Read more
We recently highlighted the different advertising options available via Twitter’s paid ads and promoted tweets platform. Another massively popular social site has also been introducing new advertising options of late: Tumblr. For many businesses, Tumblr’s currently available advertising options may not be a great fit yet, but it’s always worth understanding what’s available with a given advertising channel before you dismiss it, and by following how a popular platform with a lot of visitors evolves their ad products you’ll know when they start to offer solutions that you can get the most out of.
Currently, Tumblr offers four separate ad products:Tumblr Highlighted PostsHighlighted posts allow users to designate their own Tumblr posts to be highlighted in your followers’ dashboar... > Read more
Because they have so many products and users, Google’s account login and access processes are often fairly complicated, and this is never more clear than with Google AdWords. If you’re a small business using AdWords, you might have struggled with some of the following issues:How to grant access to your Google AdWords account to other usersUnderstanding which users currently have access to your accountRevoking AdWords account access to previous usersGranting access to an agency or a third-party PPC software productIn this post we’ll walk through how to deal with each of the above scenarios.
Managing My AdWords Account AccessBy navigating to the “Account access” option in the “My account” tab, you can quickly get a view of:Pending Invitations – See a list of the the invi... > Read more
As with any aspect of Google’s AdWords program, billing within AdWords can be somewhat complicated and confusing for newer advertisers. In this post we’ll walk through some of the different AdWords billing options and billing features available for advertisers.What Are My Billing Options for Paying for Google AdWords?To customize your billing options you can simply navigate to the Billing Preferences screen under the Billing menu:Or you may have to go to the Billing Settings screen, depending on which version of AdWords Billing your account is showing:Regardless of what your interface looks like there are several specific options for payment:Method of Pay: Postpay versus PrepayYou can set up billing either postpay or prepay.
If you use postpay billing, you’ll accrue advertising costs... > Read more
Twitter Paid Advertising for Small Businesses: How to Get the Most Out of the Promoted Tweets Platform
Twitter’s pay-per-click advertising platform, now in beta, has opened up to offer access to some small businesses in addition to the larger advertisers who have been able to advertise via Twitter ads for some time. Getting access to the promoted tweets platform and understanding the different types of advertising available to you via Twitter could be a point of confusion for small businesses, so let’s outline the different means of advertising on Twitter.
Available Forms of Twitter AdvertisingThere are a few different ways you can advertise on Twitter:Promote Tweets to Twitter Search – You can pin a promoted Tweet to a specific search (you could choose some of your core keywords or advertise on a competitor’s brand name).Promote Tweets to Your Followers – You can also promote spec... > Read more
The Microsoft adCenter platform offers its own answer to AdWords Quality Score, but as with negative keywords in adCenter, Quality Scores in adCenter function somewhat differently than they do in Google AdWords.You can easily see your keyword-level Quality Scores in adCenter, similar to the way that you can drill down to the keyword level in AdWords:The way that Quality Score is calculated, however, is slightly different in adCenter.
How Quality Score Is Calculated in adCenterThe biggest difference is that adCenter Quality Score doesn’t actually impact your cost per click and ad rank, ad position, or keyword eligibility. It’s designed to be a metric that indicates how generally competitive your keyword is in the adCenter marketplace as compared to other advertisers’ keywords. The over... > Read more
There are a lot of key differences between Google and Bing match types, but people seem to be particularly confused about adCenter’s negative keyword match type. Most people are familiar with negative keywords in Google AdWords and understand the mechanics of using negative keyword tools and selecting the best negatives for a campaign in Google AdWords, but many people struggle with some of the nuances of leveraging negative keywords within Microsoft adCenter.
In this post we’ll walk through how negative keywords work in adCenter and how, specifically, that functionality is different from Google AdWords.Using Negative Keyword Match Types in Microsoft adCenterIn the post I linked to above, Bethany Bey created this great chart comparing the way negative keyword match types function on dif... > Read more
This is another post in a series aimed at helping advertisers to better understand how to leverage all of the various tools in the AdWords interface to help get the most out of their campaigns. Previously we’ve offered guides to using:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsThe Google AdWords Audience TabGoogle AdWords Auto TargetsGoogle AdWords’ Left NavigationGoogle AdWords Tools & Analysis TabGoogle recently reconfigured how advertisers can manage their display campaigns, and in this post we’ll walk through the new Google AdWords display network tab.
Using the Google AdWords Display Network TabAs with most of the main tabs within AdWords (keywords, ad text, etc.) you access the display network tab... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorThe Google AdWords Placement ToolThe Google AdWords Contextual Targeting ToolIn this post we’ll walk through how to get the most out of the Google AdWords ad preview and diagnostics tool.
What is the AdWords Ad Preview & Diagnostics Tool?The AdWords ad preview and diagnostics tool is a tool designed by Google to allow you to check the status of your ad and the way it’s being displayed to different searchers in ... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorThe Google AdWords Placement ToolIn this post we’ll walk through how to get the most out of the Google AdWords Contextual Targeting Tool.
What Is the Contextual Targeting Tool?In much the same way that the placement tool allows you to find websites that would be good targeting candidates for your display campaigns, the contextual targeting tool allows you to identify good groups of keywords to target within your disp... > Read more
We recently had an interesting question from a reader:Can I run an AdWords campaign for my products listed on eBay? If yes can I link it directly to eBay?The answer to this is a little bit tricky: eBay sellers are no longer able to submit products via their own merchant feed to Google product listings.
eBay sellers have to rely on the eBay product feed to have their products pushed to the Google merchant feed. The same goes for Etsy and similar marketplaces. Assuming your products are showing within the marketplace in question’s merchant account, you can submit those products via AdWords product listing ads (PLA).The way this works is that each marketplace is required by Google to have a multi-client account and create sub-accounts for sellers (more information on Google’s polici... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorIn this post we’ll walk through how to get the most out of the Google AdWords Placement Tool.
What is the Google AdWords Placement Tool?The placement tool is very similar to the search-focused AdWords keyword tool with the major exception that it’s focused on helping you locate placements to target on Google’s Display Network.How to Use the Google AdWords Placement ToolTo leverage the AdWords placement tool, you ... > Read more
On the heels of Google’s sunsetting of ad rotation in AdWords I had some additional questions about how, exactly, the “new ad rotation” would work, so I connected with our Google AdWords rep to get answers to my questions.Here’s what Google had to say about the change:AdWords currently offers three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly.
Using the “rotate” setting for ad rotation is helpful for testing new creatives, but when run indefinitely can inhibit advertiser performance and deliver less relevant ads to our users.Starting next week, the “rotate” setting for ad rotation will change. Instead of rotating creatives for an indefinite period of time, this setting will only rotate for a period of 30 days. After that... > Read more
There is a lot of high-quality material available on how Quality Score works and on how to analyze it – for example, we created a Quality Score toolkit with a variety of content on the subject of Quality Score, and we talk frequently about how to better understand the metric, but as with anything else the most useful information on the subject of AdWords Quality Scores is how you can actually impact yours to generate more profits for your business.
As a result, in this post we’ll walk through some specific methods you can leverage to actually improve on low Quality Scores.Identifying Why Your Quality Scores Are LowBefore you can improve your Quality Scores, you need to better understand why they’re low and which knobs to turn to improve them. There might be a few specific things that... > Read more
This is the fifth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolIn this post we’ll walk through how to get the most out of the Google AdWords Traffic Estimator.
What is the AdWords Traffic Estimator?Not unlike the Google keyword tool, the AdWords Traffic Estimator is a tool designed by Google to give advertisers information about specific keywords before they create an AdWords campaign. Unlike the Google tool, the traffic estimator is giving more specific data points focused around not only expected traffic, but also ex... > Read more
This is the fifth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerIn this post we’ll walk through how to get the most out of the Google Keyword Tool within your AdWords campaigns.
What Is the Google Keyword Tool?Google’s keyword tool is designed to give advertisers information about which keywords they can add to their campaigns. The Google Keyword Tool has some important advantages and disadvantages to understand before acting on the data.ProsIt Leverages Google’s Own Data – One of the big advantages to using Google’s keyword tool is you have access to Googl... > Read more
This is the fourth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceAnd in this post we’ll be walking through how to leverage Google Website Optimizer within your AdWords account.
How You Can Use Website Optimizer within Your AdWords AccountWebsite Optimizer allows you to set up split tests and multivariate tests to measure the impact of different landing page designs within your AdWords campaigns. Implementing Website Optimizer requires adding some code to the pages you’re including in your test.The first (and most important) step in making use of the tool is, of cours... > Read more
In recent months we’ve put together a series of posts to help provide small to mid-sized AdWords advertisers with easy-to-implement, impactful tweaks they can make to their campaigns, even if they have limited experience managing accounts and limited time to make these updates. These include:Google AdWords Quick Wins Volume 1Google AdWords Quick Wins Volume 2The Overworked Advertiser’s Guide to AdWords Bid ManagementThe Overworked Advertiser’s Guide to Google AdWords Bid Management: Volume 2Google AdWords Basics: 5 Things to Get Right FirstIn this post we’ll offer seven quick, simple things to keep in mind in optimizing your accounts.
These are common mistakes that new and smaller AdWords advertisers frequently overlook that can help transform underperforming AdWords accounts.1. Ma... > Read more