Tom Demers Posts from the Internet Marketing Blog

Google AdWords Dynamic Search Ads (DSAs): What You Should Know

Google rolled out yet another new AdWords feature last week: dynamic search ads.The same day they announced the introduction of dynamic search ads, they also announced that AdWords Express was rolling out to the UK and Germany. Back in August I wrote about Google’s focus on display and talked about how:You can learn a lot about marketing from Google, and if you’re in search marketing paying close attention to what Google says and what types of things they place emphasis on are vital to your livelihood.

This is why Matt Cutts gets 350 comments on a post announcing a change in the algorithm that affects around 2% of queries, and it’s why search marketers have a much keener interest in Google Plus and its integration in SERPs, Webmaster Tools, et al than your average social ne... > Read more

October 27, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 7

AdWords Ad Extensions Guide Bonus: Google AdWords Communication Extensions

Recently we did a series of posts on AdWords Ad Extensions, complete with a quick follow-up on how Google decides to display ad extensions and a closer look at the following extensions:Google AdWords Location ExtensionsGoogle AdWords Product ExtensionsGoogle AdWords Sitelink ExtensionsGoogle AdWords Call ExtensionsBut after concluding the series we quickly realized that we left an ad extension off the list (the downside to pompously titling something “The Ultimate Guide to X” is that you can easily be guilted into pretty much never-ending updates, so be careful with your hyperbolic in-title-adjectives).

One ad extension we missed was Google AdWords communication extensions. This isn’t available for everyone, but it’s a very interesting extension that could have some serious implicat... > Read more

October 24, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 7

Google AdWords Conversion Reporting: The AdWords Dimensions Tab Conversion Report

This is the second in a series of posts on the Google AdWords Dimensions Tab Reporting Options. In the first post in the series, we covered AdWords Dayparting with the Google AdWords Time Report, and in today’s post we’ll walk through the conversions reporting options in the dimensions tab. This report offers you a couple of different views of your conversion data that can be helpful in reporting.

What AdWords Reports Live Within the “Conversions” Report?As you can see the conversions report drop-down offers you two reports:Conversion Tracking Purpose – This is the purpose, or “category” of your conversion. AdWords offers you a few different options here:Purchase/SaleSignupLeadView of a Key PageOtherConversion Action Name – This is obviously what you’ve actually named your... > Read more

October 20, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 0

Google AdWords Dayparting: The AdWords Dimension Tab Time Report

This post is the first in our series on Google AdWords reporting via the AdWords dimension tab. Today we’ll cover the AdWords time report. This report is pretty flexible and allows you to slice date-based data in a variety of different ways, so understanding how it works can be valuable for anyone managing a pay-per-click campaign.

What AdWords Reports Live within the “Time” Drop-Down?There are seven reports you’ll find within the AdWords time drop-down. Obviously the labels themselves give you a pretty good idea of what unit of time each of these items is focused on, but we’ll walk through what you might use each of these reports for:Day of the Week – This is breaking down a period of time (e.g., the last six months) by day of the week. Your business might (or might not) perfor... > Read more

October 18, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

When Should You Pause Google AdWords Keywords?

Sadly, not every keyword you attempt to target in your AdWords accounts will work. The good news is, because PPC offers a fountain of immediate feedback in the way of data points, it’s possible to identify poor choices in your initial targeting and take swift action.In this post, we’ll walk through the two major examples of keywords you’d be better off pausing, as well as some potential pitfalls to consider in thinking about actually shutting down these keywords.

Keywords that Spend Money but Don’t ConvertThis is probably the most immediately obvious and intuitive example of a keyword that should be paused: keywords that are costing you money but not converting into a lead or a sale. But even within this classification of keyword, there’s a bit more nuance than meets the eye.Let... > Read more

October 13, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

Google AdWords Reporting Guide: AdWords Dimensions Tab Tips & Tutorials

We recently concluded our series on AdWords ad extensions, and thought we’d take a similar approach to a series of reports that live under the Google AdWords Dimensions Tab. Many people rely on the main AdWords tabs for their standard reports – at the campaign, ad group, keyword, and ad level – but there are a series of AdWords reports that offer a ton of great data all rolled up under the dimensions tab.

In this guide to using the AdWords dimensions tab, we’ll be breaking out each of these reports and showing you:How to pull the report and manipulate the dataWhy this report is (or in some cases isn’t) importantWhen the data will be helpful and actionable (and in some cases: when it won’t be)Available Reports in the AdWords Dimensions TabBelow is a brief explanation of each of t... > Read more

October 11, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 3

How Does Google Decide Which Ad Extensions to Display?

Last week we concluded our blog series on AdWords Ad Extensions with a post on Google AdWords Call Extensions, and got an excellent question in the comments of that initial post:Thanks for the information!  I have always received conflicting information from the Google AdWords reps regarding running multiple ad extensions at a time.

  How does Google decide what to display if you have sitelink ads, product extensions, and call extensions all running on the same campaign?  It doesn't appear that more than one extension can be displayed at one time.  Is there a disadvantage to running multiple extensions in a single campaign?Thanks,AshleyThis is a great question and may explain why certain campaigns that have one ad extension set up wouldn’t see another that they’ve al... > Read more

October 11, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

Google AdWords Call Extensions: How & When to Use Call Extensions

This is the final post in our series on Google AdWords Ad Extensions. Previously we’ve covered:Google AdWords Location ExtensionsGoogle AdWords Product ExtensionsGoogle AdWords Sitelinks ExtensionsAnd today we’ll be rounding out the series by covering how to use Google AdWords call extensions.What Are Call Extensions & Why Are They Important?Google’s help section describes Call Extensions as follows:Call extensions make it easy for customers to call you directly from your ad and for you to better understand the value of your campaigns by measuring the phone calls that your ads generate.

Call extensions are a type of ad extension, an ad feature that allows advertisers to include additional information about their businesses and offering to their text ads. In the case of call extens... > Read more

October 06, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

The Problem with the Google AdWords Impression Share Report

As is the case with many AdWords features, Google’s impression share report is a powerful, useful, but incomplete and potentially misleading tool for AdWords advertisers. There are two major issues with taking impression share reports at face value:You don’t always want all the impressionsA small percentage of a large campaign can be much more impactful than a large percentage of a small campaignIn any PPC campaign there is a concept of diminishing returns – just because you can get x conversions at y price per conversion doesn’t mean that if you get 2x the conversions your cost per conversion will hold – in fact in a vast majority of cases it won’t.

For this reason there are many instances where even if your campaign is profitable and you’re only capturing 40% of the possibl... > Read more

October 04, 2011     |   Written by: Tom Demers   |   Posted In: Analytics   |   Comments: 0

Google Analytics Premium, Real-Time Google Analytics, & What it All Means for You

As is the case with pretty much anything Google does or pays attention to, if you’re a search marketer or someone for whom search traffic (paid or natural) is an important part of how you market your business, it’s helpful to pay attention to the things Google does, and to think about why they’re likely to do those things.

In the past week Google has made two big announcements surrounding their analytics offering:They unveiled Google Analytics Premium, an enterprise analytics package.They announced real-time Google Analytics, which allows you to see how people are interacting with your site in real time rather than waiting hours for the data to refresh.When looked at in a vacuum, these seem like pretty standard iterations for the folks at Google. When you layer on some context, though... > Read more

October 03, 2011     |   Written by: Tom Demers   |   Posted In: Analytics   |   Comments: 0

Google AdWords Sitelinks: How to Use AdWords Ad Sitelinks Extensions

In the first two installments of our series on AdWords ad extensions we covered AdWords location extensions and Google’s product extensions. Today we’ll walk through AdWords sitelinks, namely:What are AdWords sitelinks and why are they important?How do I use AdWords ad sitelinks in my account?When should I use sitelinks in my AdWords account?We’ll also provide information on why sitelinks may not be showing in your account and how best to leverage sitelinks in your campaigns.

What Are AdWords Sitelinks and Why Are They Important?Ad sitelinks are a feature in AdWords that offers you additional links to pages beyond the destination landing page in your ad. In the above image, “Free Shipping,” “Free Personal Engraving,” “3G or Wi-Fi models,” and “10-hour battery” are all ... > Read more

September 26, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 10

Google AdWords Product Extensions Guide: A Product Extension Tutorial

This is the second installment in our multi-part series on Google AdWords Ad Extensions. Last time we covered Google AdWords location extensions, and today’s focus will be on product extensions.Product extensions is a feature that allows you to link your Google Merchant account with your AdWords account to have enhanced listings for your products shown in search results on Google properties:In this post we’ll walk through why product extensions are important, how you can use them in your account, and when to use the extensions as well as how best to apply them.

Why Are AdWords Product Extensions Important?Product extensions are important for much the same reason the other ad extensions are important: they offer increased visibility in search results. This means more clicks – in many v... > Read more

September 22, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 3

Google AdWords Location Extensions Guide: Location Extension Targeting Best Practices

The first post in our series on Google AdWords Ad Extensions will focus on AdWords location extensions. Location extensions are a feature within Google AdWords that allows you to add location data about your business to your ad:In this post we’ll walk through why these extensions are important, how you can use them in your account, and when to use the extensions as well as how best to apply them.

Why Are Google AdWords Location Extensions Important?Location extensions allow you to get more real estate on the SERP and provide more information to local searchers, including a clickable phone number on mobile devices. Given that AdWords location targeting is probably more aggressive than you think, this is a pretty powerful option. Marissa Mayer noted recently that roughly 20 percent of the s... > Read more

September 19, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

The Ultimate Guide to Google AdWords Ad Extensions

One of the most underutilized weapons in a number of AdWords accounts is ad extensions. Ad extensions allow you to take up more real estate on the SERP, providing additional links to your site, product images and other information that can draw people in and increase your click-through rates. In this guide, we’ll be walking through each of the AdWords ad extensions in detail, showing you how they work, when they work, and why you’d want to leverage them.

In this post I will provide a brief overview of each. Click the headings on each section for an in-depth look at each of the AdWords ad extensions. (You might want to go ahead and bookmark this guide now...)Google AdWords Location ExtensionsAdWords location extensions show in response to certain local queries, and the data shown to sear... > Read more

September 15, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

Google AdWords Location Targeting: How Does AdWords Geographical Targeting Really Work?

On the surface, Google AdWords location targeting seems pretty straightforward: I tell Google where I want my ads to show and they show them only in that location. From Google’s own documentation (the number one result for “adwords location targeting” for me in Google, so it must be right, right?!):For each AdWords campaign, you can select the countries or regions and the languages for your ad.

That campaign's ads will appear only to users located in those areas and who have selected one of those languages as their preference.Emphasis is mine, but it seems to confirm what one would initially, intuitively assume. If that were all that were going on though, this would be the second nice thing I wrote about Google in the last 30 days (and that after I didn’t even totally pan AdWords E... > Read more

September 12, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 3

Why Is My Content Network Cost Per Click So High? 3 Mistakes New Advertisers Make

Sometimes the controls inside of an AdWords account can be pretty overwhelming and confusing. AdWords is constantly adding new features, and it sometimes becomes difficult – particularly for new to intermediate-level advertisers – to quickly diagnose certain specific issues in their account. I think this is particularly the case on the content network, as many advertisers with a limited knowledge of AdWords will have had most of their experience working with search campaigns.

One seemingly simple issue that often frustrates unfamiliar advertisers is how to control cost per click (CPC) on the content network. Today we’ll talk about why your content network CPCs might be higher than they need to be, and how you can correct the issue.Mistake #1: Failure to Split Out Content and SearchThi... > Read more

September 08, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 5

How to Identify Undervalued AdWords Assets Using Assisted Conversions & Channel Groupings

I’m pretty excited about Google Analytics multi-channel funnel reports, which isn’t always the case for me with new Google features. The interesting thing about this new data being available in Google Analytics is that it allows advertisers to get insight into areas of their online efforts that were creating more value for their business than they’d originally anticipated.

In this post, I’ll walk through some great reports for identifying assets in your AdWords campaigns that you may have been undervaluing.Creating the Reports – Using Channel Groupings, Assisted Conversion Values, & Assisted/Last Conversion Rates to Identify Undervalued AssetsBecause they’re both Google products the multi-channel reporting suite has a lot of nice prepopulated AdWords reports. To grab these ... > Read more

September 01, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 0

Three Tools to Better Demonstrate the Value of PPC to Clients & Bosses

One of the challenges for any specialist is evangelizing your own channel. Whether you’re a pay-per-click consultant, doing PPC full time in house, or just list PPC campaign management as one of the channels you manage, you want to be sure that the proper budget and credit are being assigned to your pay-per-click campaigns.

In some instances just looking at the standard reporting options might not give you a full picture of where the value in your PPC campaign truly lies, but in this post we’ll introduce you to a few tools that will help you get more granular insight into the true performance of your pay-per-click campaigns.Demonstrating PPC Value with Multi-Channel FunnelsMulti-channel funnels from Google Analytics are a great (new) means of showing previously hidden value being create... > Read more

August 29, 2011     |   Written by: Tom Demers   |   Posted In: Paid Search Marketing   |   Comments: 0

Google Analytics Multi-Channel Funnels: How to Use Multi-Channel Tracking & Attribution

Despite being somewhat overshadowed by slightly more interesting tech news yesterday, the Google Analytics blog made a big announcement: multi-channel funnels are now available to everyone.First of all, I want to call out that this is very likely great news for anyone who makes their living optimizing Google AdWords accounts.

Why? Because I have a sneaking suspicion that before they rolled this feature out for everyone (and particularly for multi-million-dollar-a-month spenders) they took a look at whether or not the data was, shall we say, “flattering” to paid search – and particularly AdWords – traffic. The same is likely true for search engine traffic in general, so if you’re optimizing websites for paid or organic search, you probably just got another weapon in your value dem... > Read more

August 25, 2011     |   Written by: Tom Demers   |   Posted In: Analytics   |   Comments: 3

Google AdWords Topic Targeting: What Is AdWords Topic Targeting & When Should You Use It?

Last week we pointed out that Google Display Ads have been the subject of a lot of Google marketing and advertising attention recently, and of course there is a lot of opportunity on the content network in many verticals.So when Google rolls out a new display network control like topic targeting as they did in March, it’s worth taking some time to better understand how the feature works and when it makes sense to utilize it.

What is AdWords Topic Targeting?Google describes topic targeting by explaining that:Using topics to contextually target your ads offers broad targeting and reach and is a good way to connect with a large audience quickly and easily to generate awareness or drive sales. When using topic targeting, our system looks at all the terms on a page to determine the t... > Read more

August 22, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1
 
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