October 2011 Posts from the Internet Marketing Blog

Google AdWords Destination URL Report: How to Use the Destination URL Report in AdWords

This is the third installment in our series on AdWords reporting via the dimensions tab. Previously we’ve covered the dimensions tab time report (aka AdWords dayparting) and AdWords conversion reporting via the dimensions tab. In today’s post, our focus will be on Destination URL report within the dimensions tab.

What Is the Destination URL Report?The destination URL report is pretty straightforward: it’s showing you a list of the various destination URLs (i.e., your actual landing pages where you’re sending traffic – not your display URLs) in your AdWords account. As with any report in the dimensions tab, you can customize the columns in this report to give you a variety of different data points:In the screenshot above we’re focusing our column selection on two key components o... > Read more

October 31, 2011     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 0

Best of the Month: WordStream's October Highlights

 Happy Halloween to all the lovable weirdos and kids-at-heart out there who still celebrate this silly holiday. (Stupid hats? Buckets of candy? What’s not to love?)And check out our top 10 greatest hits of the month – they’re SCARY AWESOME!Facebook Wall of Shame: Facebook's Failures, Criticisms and Missteps – There’s no doubt that Facebook, by and large, is a massive success story – but this infographic detailing the company’s various flubs and snafus was nevertheless our most popular post of the month by far.

When Should You Pause Google AdWords Keywords? – Learn two reasons why you might want to pause a keyword in AdWords to halt any damage it’s doing to your account.SSL Encrypted Search: Google Deals Low Blow to SEOs – Last week Google restricted access to organi... > Read more

October 31, 2011     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

Occupy Google Reader: My God, Google, Why Have You Forsaken Us?

It saddens me greatly to write this post. To most people in the world, RSS may be either dead or nonexistent. But for me, and for many people I know (some only virtually), RSS – specifically Google Reader – is a huge part of daily life. I have two tabs permanently open on Chrome: Gmail and Google Reader.

According to my “Trends” tab:From your 420 subscriptions, over the last 30 days you read 4,022 items, clicked 231 items, starred 1 items, shared 54 items, and emailed 2 items.Since December 6, 2007 you have read a total of 227,485 items.I love RSS because it allows me to keep up with hundreds of blogs without having to visit them individually to see if they’ve been updated. I can also organize my subscriptions into categories, so if I ... > Read more

October 28, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

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

Win of the Week: Holiday-Appropriate Language Boosts CTR by 66%

With Halloween right around the corner, I thought it would be fun to feature a Halloween contest for the Win of the Week.With that in mind, which ad would you click on if you were looking to get some Halloween cookies for a party ... or as a substitute for trick-or-treat candy? PPC Ad #1PPC Ad #2 There is no difference in the title text or in the URL.

The only differences are in the body of the ad. Made your decision?The winning ad is ad number two. It was written by "wordisborn," and it increased CTR by 66%. Where the original ad was getting 1 click, the new ad is getting 1.66 clicks.Why did the new ad win? Let's take a look...1. The original ad wastes space by using the word "Smiley." Indeed, the cookies do have a "smiley face," but that detail is somewhat irrelevant for a pers... > Read more

October 26, 2011     |   Posted In: Copywriting   |   Comments: 2

Bing's Marketing Strategy Includes Comment Spam?

Lately we’ve been getting the occasional spam comment (according to my spam comment taxonomy, they’re mostly of the “full-on-ass-kissing” variety) that looks like a typical spam comment in almost every way:It expresses some irrelevant but positive sentiment like “Thanks, this post was really helpful to me, keep it up”It’s attributed to a normal-sounding name like “Carrie” or “Dave” (much more effective than something like “Cheap Canadian SEO” which will always get you flagged)The name links back to the spammer’s siteThe difference is, instead of linking to a deep page on some spammy domain I’ve never heard of (you know, something like memphis-internet-marketing.

biz/link-building-services), they link to the Bing homepage. Yes, http://www.bing.com/. (There’s y... > Read more

October 25, 2011     |   Written by: Elisa Gabbert   |   Posted In: Link Building   |   Comments: 20

AdWords Experts Share the Secrets of Their PPC Success, Part 4

This is the fourth in a series of interviews we're conducting with AdWords advertisers who got unusually high scores using our AdWords Performance Grader. We're reaching out to high scorers to find out what strategies contribute to their strong AdWords performance. For more in this series, see:AdWords Experts Share the Secrets of Their PPC Success, Part 1AdWords Experts Share the Secrets of Their PPC Success, Part 2AdWords Experts Share the Secrets of Their PPC Success, Part 3This week’s interview is with David Semprun.

David is a Digital Marketing Specialist at Priority Pass, the world’s largest airport VIP lounge access program. Follow him on Twitter at @semprund or visit his website, davidsemprun.com.Tell us a bit about yourself. How long have you been using AdWords? Are you an Agen... > Read more

October 25, 2011     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 4

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

SSL Encrypted Search: Google Deals Low Blow to SEOs

Google made a pretty big announcement this week that is pissing a lot of people off – a lot of SEOs, that is. Namely, Google announced it will no longer reveal organic keyword referrals (search queries) for searches conducted while users are logged in. According to the Google Webmaster Blog:What is the impact of this change for webmasters? Today, a web site accessed through organic search results on http://www.

google.com (non-SSL) can see both that the user came from google.com and their search query. (Technically speaking, the user’s browser passes this information via the HTTP referrer field.) However, for organic search results on SSL search, a web site will only know that the user came from google.com.“For sites which have been added and verified in Webmaster Tools,” the post s... > Read more

October 21, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   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

10 Tips for Creating Content on Facebook That Gets the Thumbs Up

 With the recent release of our brand new infographic documenting Facebook's failures, I thought I'd write about how you can make sure that you yourself don't have any Facebook face-plants. Here are 10 tips for creating awesome Facebook content that will keep visitors interested and engaged. Post Content that Interests Your Customers The key to developing a winning fan page that builds fans and pushes your business forward is to post content that genuinely interests your customers or clients.

Don't focus solely on you or your business. By providing valuable information to the reader you will build a stronger relationship with current and prospective customers.Red Bull knows that their energy drink customers are likely to be interested in extreme activities, so they post videos th... > Read more

October 19, 2011     |   Written by: Megan Marrs   |   Posted In: Social Media   |   Comments: 6

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

How To Track Internet Video Marketing Campaigns

Internet video has begun to form a large part of the online marketing strategies of brands, businesses and bloggers worldwide. The potential for video content to go viral, its power to engage with universal audiences and its distribution simplicity has made it a necessity for any online marketing campaign.

So how do you know your video has actually become successful? How can you be sure using it as a marketing strategy is working for you? How can you track that it is achieving your marketing goals? The following article assesses how you can track your video marketing campaigns, and how you can do so for absolutely free.Why Should You Track Your Video Campaigns?Tracking the success of your video marketing campaigns not only helps to determine whether or not your video is achieving the goals ... > Read more

October 18, 2011     |   Posted In: Analytics   |   Comments: 0

Facebook Wall of Shame: Facebook's Failures, Criticisms and Missteps [Infographic]

A while back, we released The Google Graveyard, an infographic detailing Google's various flops and failures in the product department, including Google Wave and Google X.Now, following up on the release of Facebook's iPad app last week (which most people have been less than impressed with), we've created a new infographic walking through some of Facebook's criticisms, missteps and failures since its inception in 2004.

Facebook boasts approximately 800 million active users worldwide and an estimated $4.27 billion in estimated annual revenue – but you don’t approach the 1-billion-users mark without making a few mistakes along the way, right? Facebook’s errors in judgment have included:A slew of privacy snafus: Facebook repeatedly faces criticism for its user-unfriendly privacy policy a... > Read more

October 17, 2011     |   Written by: Elisa Gabbert   |   Posted In: Social Media   |   Comments: 8

Google Doesn't Get Platforms. What Doesn't Your Company Get?

 In an all-too-keen instance of corporate irony, a Google employee this week sent what was meant to be an internal “memo” to his coworkers – right on up to Larry and Sergey – through Google+, and made the post 100% public by mistake. Whoops! At least when you accidentally “reply all,” your message is confined to the people in the original email list, right?The engineer, Steve Yegge, has since deleted the post, but Danny Sullivan reproduces most if not all of the memo in a post on Search Engine Land.

(The whole thing is interesting and I encourage you to read it.) The message, framed as a “family intervention,” is intended as a wake-up call for the powers that be at Google, alerting them that they’re missing something big: namely, they don’t get platforms:That one l... > Read more

October 14, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   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

Online Marketing News for October 9-12, 2011

Apple’s iOS5 Is On Its Way!People are getting geared up for Apple’s iOS5, expected to launch later today! In anticipation of iOS5, Apple released iTunes 10.5 and its new iCloud service earlier this week in case you couldn’t possibly wait another second to download some Apple updates.Facebook Gets Friend.

lyFacebook recently acquired the social Q&A company Friend.ly, not to be confused with Friendly’s, my New England childhood eatery that is sadly going out of business.Cone head sundaes and waffle fries aside, Friend.ly describes their app as a way to meet new people and foster friendships by answering questions. The app offers you a list of questions which you can choose to answer, or simply compliment other people’s answers by letting them know that you find their answer oh-s... > Read more

October 12, 2011     |   Written by: Megan Marrs   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

Win of the Week: Thinking Like a Parent Boosts CTR by 63%

Whether you have kids or not, it's time to think like a parent. If you were a parent, and you were looking for online games for your preschool-aged child to play, what would you be looking for? And which of the two ads below would you have clicked on? Make your decision, then scroll down to discover which ad won.

 PPC Ad #1PPC Ad #2 Take your time. I'll wait. Okay, made your decision? The winning ad is ad number one. It was written by "WordWizard," and it increased CTR by 63%. Where the original ad was getting 1 click, the new ad is getting 1.63 clicks.Why did the new ad win? Let's take a look...1. Many parents are financially stretched, so the winning ad emphasizes that the games are FREE. In fact, the winning ad says "free" in the title, the body copy, and the URL -- three times... > Read more

October 12, 2011     |   Posted In: Copywriting   |   Comments: 0

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

Are Ads Really Just Answers? Google's Billion-Dollar Idea

The official Google blog published a post earlier this week with the title “Ads Are Just Answers” – and I couldn’t help mentally inserting the addendum, “…that make us billions, suckers!” Let’s not forget that Google makes upwards of 97% of its revenue from advertising – that’s over $32 billion in advertising revenues annually.

Sponsored placement in the search results may be a billion-dollar idea, but it wasn’t actually Google’s idea. The credit goes to Bill Gross of Idealab, who got the idea from the Yellow Pages. Supposedly, Google tried and failed to buy the idea, so they copied it, launching AdWords in 2000 (Gross took legal action).People turn to search engines because they want answers. And according to Google, AdWords ads are just another way for people to ge... > Read more

October 07, 2011     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 7

Steve Jobs 1955 - 2011: A Visionary Remembered

I’d like to take a moment to mourn the loss of Steve Jobs, who passed away Wednesday evening. The immediate and overwhelming response to this news stands as testimony to the momentous impact Steve Jobs has had on so many people.Steve has been heralded as a true visionary who worked to make technology accessible for the not-so-techy masses.

But Steve was more than a creator of beautiful and revolutionary products. He also has inspired many to think creatively and break from the norm. Not just a great inventor, he was a great man.In response to this sad news, Apple honors Steve’s memory with a full-page tribute on the Apple.com homepage:When Steve Jobs stepped down from his position as the CEO for Apple in August, he wrote in his resignation letter:"I believe Apple’s brightest and most... > Read more

October 06, 2011     |   Written by: Megan Marrs   |   Posted In:   |   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

Win of the Week: Focus on What Searchers Really Want

Imagine for a moment that you are a business owner who is hiring a new secretary. You want to make sure you've got a good secretary before you hire him (or her).What kind of information would you like to know? Which ad would get your attention and earn your click? Make your decision, then scroll down to discover the answer.

 PPC Ad #1PPC Ad #2 In this case, ad number two is the winner. It was written by "jeffbaum71," and it increased CTR by 162%. Where the original ad was getting 1 click, the new ad is getting 2.62 clicks.I find this week's contest interesting because it highlights a key principle of good ad writing. Here are a few reasons why the new ad won...1. The title of the winning ad is more descriptive. A "Secretary Skills Test" is much more precise and descriptive than a ... > Read more

October 05, 2011     |   Posted In: Copywriting   |   Comments: 2

Search Marketing & Technology News Roundup, Oct. 4, 2011

Google Testing New Circular-Style AdsGoogle is testing new ad units called “Circulars” in hopes of mimicking the full-page inserts found in Sunday newspapers. These new ads will reportedly act as custom landing pages with attractive ad copy and large pictures. The circulars will appear when users click on search or display ads.

Google is introducing these new ads in response to retailers’ desire to drive online visitors into physical stores.The new ad format is scheduled to be unveiled later this week.Napster Acquired By RhapsodyRhapsody will soon be acquiring the once infamous online music subscription service Napster.Napster experienced tremendous popularity during its bad-boy days of P2P music sharing. Although Napster has never regained its former glory since shutting down after ... > Read more

October 04, 2011     |   Written by: Megan Marrs   |   Posted In: Online Marketing Blog Roundup   |   Comments: 1

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
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