Quick Guide to the Google AdWords Ad Preview & Diagnosis Tool

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

May 29, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

WordStream Takes News Media By Storm: CEO Ralph Folz on Fox, BBC

 Last week, when we released data revealing Facebook’s shortcomings as an advertising platform, we didn’t know how timely it would be. Then GM announced it was pulling its $10 million Facebook campaign, claiming the ads weren’t working. Coming right before the IPO, the news was a shock – but we were able to step in with an explanation for GM’s move.

For example, despite its incredible reach, Facebook delivers lackluster results – the average Facebook ad has a click-through rate (CTR) of about 0.05%, which is half the average CTR for banner ads across the Internet, and just 1/10 as high as the average ad on the Google Display Network.Because our research provided some answers, it led to some great opportunities to speak about the findings in the media. In the course of a fe... > Read more

May 25, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 8

Quick Guide to the Google AdWords Contextual Targeting Tool

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

May 24, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

How to Advertise eBay and Etsy Products via Google AdWords

 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

May 22, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

Quick Guide to the Google AdWords Placement Tool

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

May 20, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

Why I Dumped My Facebook IPO Shares at the Open Today

 In a final, epic victory of reason over complete and utter pandemonium, I dumped my Facebook IPO shares at the open today.This may come as a surprise to some, given that I wrote a pretty bullish case about the future of Facebook just yesterday, which in itself was probably surprising given that on Tuesday we published research that basically said Facebook advertising is awful.

So why did this confused and conflicted internet marketer sell shares of The Social Network?As in PPC management, buy and hold is for suckersWhile I still strongly believe everything I wrote about the long-term future of the company, timing still matters and it’s going to take a couple of quarters (or years even) for FB to figure out how to monetize its audience.Damn it, Jim, I’m a marketer, not a financial ... > Read more

May 18, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 7

Case Study: How One Crazy Poet Raised $10K in 12 Hours with Social Media

Last week, I shared the story of a guy who convinced the Internet that Abe Lincoln invented Facebook – pretty impressive linkbait, but not exactly heart-warming. But those of you with cold hearts need not fear – I’ve got a doozy for you this week. (As Woody Allen would say, there’s nothing like hot cockles.

)This story starts with poetry. Several years ago I became acquainted with a poet named Patricia Lockwood, affectionately known as Tricia. Tricia had a blog, but she was less likely to post about poetry per se than the strange things her mother says ("There were very bad storms here all week, you know. Later on, maybe tomorrow, I'll take you out and we can go see all the devastation") or the disturbing illustrations on the covers of young adult books.What becomes clear, once you... > Read more

May 18, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 2

Why I Bought Facebook IPO Shares Today

 In a dramatic triumph of hope over experience, I bought into the Facebook IPO hype today.I just got off the phone with my broker at Morgan Stanley and placed an order for 1000 shares of Facebook.  (Morgan Stanley is one of the major underwriters of the Facebook IPO, and if you’re a client of theirs, you can actually place an order to stock at the IPO price before the company goes public tomorrow.

)It’s a pretty big investment for me and might come as a surprise to some, given that I recently published research on Tuesday morning that basically concludes Facebook advertising is awful. The research was picked up early on by Jim Edwards at Business Insider, and John Letzing at the Wall Street Journal, and Laurie Sullivan at MediaPost.As if to validate the research, a mere 6 hour... > Read more

May 17, 2012     |   Written by: Larry Kim   |   Posted In: Marketing Strategy   |   Comments: 16

Poll: Do You Use Facebook Advertising?

Yesterday the news broke that General Motors (GM) is pulling its Facebook campaign, to the tune of $10 million, claiming the ads don't work. As Pamela Parker at Marketing Land said, "It couldn’t have happened at a worse time for Facebook, which has its initial public offering of stock later this week.

" According to the Guardian, this move, coming "days before stock market sale" is "seen as an embarrassment by analysts."The infographic we launched yesterday comparing the value of Facebook advertising to the Google Display Network goes some way toward explaining GM's move. We found that average click-through rates on Facebook were just half the industry average for banner ads, at 0.051%. Average CTR on the Google Display Network, on the other hand, is 0.4% (almost 10 times higher!). Accord... > Read more

May 16, 2012     |   Written by: Elisa Gabbert   |   Posted In: SEM Questions   |   Comments: 0

Google Display Network vs. Facebook Advertising [Infographic]

Is Facebook really worth +$100 billion?That was Facebook's market capitalization, based on where the stock is priced for its IPO on Friday, May 18.I’m no investment analyst, but here at WordStream, we are experts on online advertising. Facebook’s valuation of $100 billion puts it at half the worth of Google.

Since both Google and Facebook generate most of their revenue through advertising (advertising accounts for 96% of Google’s revenue vs. 86% of Facebook’s), we can definitely weigh in on the worth question from an advertising perspective.So we decided to do a comparative analysis of the world’s largest online display advertising networks: Facebook vs. the Google Display Network.Facebook Ads vs Google Display Network Breakdown:Google Display Advertising vs. FacebookWill Faceboo... > Read more

May 15, 2012     |   Written by: Larry Kim   |   Posted In: Infographics   |   Comments: 27

The New AdWords Rotation Settings: More Information from Google

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

May 14, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 4

Linkbait Case Study: Why Nate St. Pierre Claimed Abraham Lincoln Invented Facebook

Did y’all hear about Abraham Lincoln inventing the internet (or something like that)? It was the meme of the week, an owl in a box for our time – Nate St. Pierre, a blogger and consultant, told the (long-winded) story of his recent trip to Springfield, Illinois, and how he discovered a patent application filed by Abraham Lincoln in 1845 – for a product that looks and sounds a lot like an early version of Facebook:Lincoln was requesting a patent for “The Gazette,” a system to “keep People aware of Others in the Town.

” He laid out a plan where every town would have its own Gazette, named after the town itself. He listed the Springfield Gazette as his Visual Appendix, an example of the system he was talking about. Lincoln was proposing that each town build a centrally located co... > Read more

May 11, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 10

5 Quick Tips to Increase Referral Traffic

Generally speaking there are three kinds of website traffic: direct traffic, search engine traffic, and referral traffic. All are valuable and serve different purposes, but this post focuses on the third kind, referral traffic.Referral traffic is valuable in online marketing because it sends interested readers and qualified potential customers to your site from new domains.

It also provides added SEO benefits, since by definition referral traffic is driven either by an inbound link or social activity, both of which send positive signals to the search engines about your site.Need some of that sweet ol’ referral traffic? We’ve got you covered with five simple referral traffic strategies to help.Guest PostsGuest posts are a great way to build up referral traffic. Especially in light of th... > Read more

May 09, 2012     |   Written by: Megan Marrs   |   Posted In: SEO Marketing   |   Comments: 19

Does Remarketing Make You a Creepy Stalker?

Remarketing is an interesting online advertising technique that involves tracking and displaying ads to users after they have left your site.This can be an effective way to get more conversions out of your web visitors – but if you go too far, it can also be incredibly creepy.Part of why remarketing is successful is that many people don’t really know what it is.

The average internet user is completely unaware that they are being digitally stalked across the web-a-verse.Did They Forget About You or Do They Just Not Like You?In a video advocating remarketing and explaining how it works, Google claims that remarketing is useful because people get distracted easily (what do you expect with twenty open tabs?) and when something unexpected comes up, they might leave your site and forget... > Read more

May 08, 2012     |   Written by: Megan Marrs   |   Posted In:   |   Comments: 7

4 Tools for Pinterest Analytics and Monitoring

I have to assume that by now you know what Pinterest is. If you don't, I have only one question for you: How long have you been living under that giant rock? Because Pinterest is one of the fastest growing sites and trends on the web, with people going crazy over it.Where once the major addiction was Twitter and Facebook, now there are users constantly pinning images to their Pinterest board and sharing pictures with friends.

Pinterest has been announced as the #1 traffic referral for many image-friendly sites. While being an effective buzz marketing tool, it's yet that effectively tracked. Feel free to skip ahead to a tool of your interest.Pinterest Analytics Tools:Google ReaderCyfeGoogle AnalyticsPinerly1. Google ReaderMore than for just subscribing to blogs and site updates, Google Reade... > Read more

May 07, 2012     |   Posted In: Analytics   |   Comments: 10

Ch-Ch-Changes! How to Deal with Recent Flux in Google Rankings, AdWords Settings

Color me not surprised at all: I get back from vacation to find that Google has announced yet another change that seems designed to increase profits in Mountain View, not improve results for advertisers.Ad Rotation Wears Out its WelcomeOn Tuesday, Google announced that the ad rotation setting will only be available for 30 days.

As Larry wrote earlier this week:Using the "rotate" setting for Ad Rotation is helpful for A/B testing of ads – especially because the automated "optimize for clicks" and "optimize for conversions" ad delivery options have a tendency to declare a winner rather early, particularly for small and medium sized advertisers … As usual, Google claims that the change is to improve the system for both advertisers and users.Once again it seems that Google is trying to enf... > Read more

May 04, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 6

Don't Get Deleted: Applying SEO Lessons to Email

Across the planet, over 300 billion emails are sent every day. That's over 2.8 million emails every second, and 90 trillion over the course of a year. No wonder the U.S. Postal Service can't keep up with the competition.And neither can we. Corporate workers send and receive an average of 225 messages per day.

If we gave each email coming through our inbox our full attention, we'd be hard-pressed to get any other work done.Most of us have adapted to the deluge with a "first cut" strategy. Before even opening an email, we glance at the sender and subject line and determine if it's worthy of our time. If it's a sender that often sends us marketing material we haven't found especially useful, it becomes instinctual to click delete before ever looking at these messages.Although our personal pro... > Read more

May 02, 2012     |   Posted In: SEO Marketing   |   Comments: 8

RIP Ad Rotation in AdWords

Ad text testing and optimization constitute a key element of PPC optimization and as such, they're a big part of the 20-Minute PPC Work Week, our guided workflow for AdWords advertisers.AdWords currently offers three ad delivery methods – the ad rotation settings are illustrated here:Optimize For Clicks - AdWords automatically picks the ad that appears to be generating the most clicksOptimize For Conversions - AdWords automatically picks the ad that appears to be generating the most conversionsRotate Ads Evenly - AdWords will distribute your ad impressions equally among the ads in your Ad GroupUsing the "rotate" setting for Ad Rotation is helpful for A/B testing of ads – especially because the automated "optimize for clicks" and "optimize for conversions" ad delivery options have a ten... > Read more

May 01, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 2

Pinterest Marketing Guide: How to Use Pinterest to Boost Your Brand

The potential marketing advantages of Pinterest have been well documented recently, as the fledgling social sharing site boosts traffic and sales for niche retailers like Etsy. Pinterest is serious business.Regardless of your personal feelings for Pinterest (huge time waster or glorious godsend?), it’s impossible to deny the marketing opportunities ripe for the picking! Read on to find out why.

Why Developing a Pinterest Marketing Plan is Worth Your TimePinterest has shown remarkable marketing potential as some sites begin to receive more referral traffic from Pinterest than social media heavyweight Twitter.Some quick Pinterest marketing statistics and facts as we get started:Pinterest is dominated by women, with 90% of users being female21% of users have purchased something they found on... > Read more

May 01, 2012     |   Written by: Megan Marrs   |   Posted In: Social Media   |   Comments: 9

WordStream's Best of the Month: April's Greatest Hits

 Hello from New Mexico!I’m on vacation today, probably somewhere between Taos and Santa Fe at the moment. Technically, I’m speaking to you from the past. I’m like light from a dead star. How’s your Monday going? Probably not as relaxing as mine.Why not take a break from the Mondays and catch up on our blog’s most popular posts of the month?RIP Exact Match & Phrase Match: Google AdWords Announces Big Changes to Keyword Match Type Options – Exact match, now less exact! Larry reviews Google’s recent decision to change the way the phrase and “exact” match type options work.

10 SEO Reasons to Add Facebook to Your Content Strategy – This guest post from our friends at gShift Labs explains why Facebook matters for SEO.Earth Day 2012: Memes Are Destroying the Planet! ... > Read more

April 30, 2012     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 0

It's My 3-Year Anniversary at WordStream: Look How Far We've Come!

My first day at WordStream was three years ago today. A lot has changed since I started this job. For example, this is how our PPC software looked in 2009:Check out the column headings in that “Keyword Group Segmenter”:“%v”!“%k”!“!”!I’d tell you what they mean, but I don’t remember I don’t think I knew what they meant in the first place.

o_OLuckily, at some point we figured out that prospects and customers wouldn’t understand that stuff either. We have completely overhauled our UI in the past year or so, and here’s what the software looks like now:Much, much better, right? It helps that we have a (stellar) user experience designer on our team! When I started, the design of the product was up to our engineers. We wouldn’t be here without our great engineers (some... > Read more

April 27, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 19

Announcing the WordStream Internet Marketing 150: The Top Internet Marketing Software/SaaS Providers 2012

The Internet marketing industry is a vast sea of companies of different types and sizes, operating in areas from email marketing to crowdsourcing to SEO.It’s virtually impossible to operate a business in 2012 without engaging in Internet marketing, and it’s very easy to get lost in this sea of providers.

So we’ve created a map to guide you on your journey through the Internet marketing landscape.The WordStream Internet Marketing 150 compiles the top software and SaaS providers currently doing business in 10 major business categories, including content marketing and blogging, conversion rate optimization, crowdsourcing, email marketing, marketing automation, pay-per-click (PPC) marketing, search engine optimization, social media management, video hosting and management, and web analyt... > Read more

April 25, 2012     |   Written by: Elisa Gabbert   |   Posted In: Infographics   |   Comments: 23

Should You Raise Bids on Keywords with High Quality Scores?

Recently a customer asked us, “Why should I raise bids on keywords that already have high quality scores?”I answered this question via email, but I thought I’d post the answer here too so everyone can benefit from this bid management best practice. Here’s my response:We’ve analyzed thousands of AdWords accounts and found a strong correlation between Quality Score and cost per conversion.

Meaning, if you were to look at the cost per conversion across the different keywords in your account, comparing the CPA of the keywords with a Quality Score of 1 to the CPA of Quality Score 2 keywords, Quality Score 3 keywords, and so on, you would see that on average, the lower your Quality Scores, the higher your average cost per conversion. (We compared these findings with our partners at Goog... > Read more

April 24, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

Quick Guide to Google AdWords Traffic Estimator: How to Estimate Traffic With Google

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 keyword traffic data on 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 a... > Read more

April 23, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1

What Is Negative SEO? The Rise of Competitive Google Bombing

Negative SEO – have you heard this term before? To be perfectly frank, it’s new to me as of this week. “Google bombing” has been around for years, a kind of hack using links and anchor text to manipulate the search results as a prank – the famous example being a biography of George W. Bush returned as the first result for the query “miserable failure.

”But negative SEO is a slightly different animal. It’s the practice of trying to destroy your competitors’ rankings in the SERPs – for example by purchasing large amounts of spammy links to the site, damaging their link profile. (You may recall that some people suspected JCPenney was the victim of just such a scam.)Is this possible? Are nefarious SEO tricksters pulling it off? Yes, according to a case study featured in the ... > Read more

April 20, 2012     |   Written by: Elisa Gabbert   |   Posted In: Online Marketing Blog Roundup   |   Comments: 16

Earth Day 2012 Infographic: Memes Are Destroying the Planet!

This Sunday is Earth Day 2012, when us earthlings devote the entire day to planting trees and recycling plastic water bottles in retribution for the havoc we’ve been inflicting on the planet for centuries.(Almost) everyone knows how pollution has affected the Earth and the disastrous consequences of relying too heavily on fossil fuels rather than migrating to renewable, alternative energy sources (I’m looking at you big oil).

You probably already know that it’s important to buy local rather than encourage supermarkets to ship exotic out-of-season fruits across the country in refrigerated units, resulting in huge carbon emissions. Maybe you even ride your bike across town to get to work, recycle every slice of unwanted paper, unplug all electrical units at night, and scoff at factory f... > Read more

April 19, 2012     |   Written by: Megan Marrs   |   Posted In:   |   Comments: 5

How to Use the Google AdWords Keyword Tool in Your PPC Campaigns

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

April 19, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 6

RIP Exact Match & Phrase Match: Google AdWords Announces Big Changes to Keyword Match Type Options

AdWords has announced changes to how the Exact Match and Phrase Match keyword match type options works. Previously, a keyword set to exact match in your AdWords account would only trigger ads for user search queries that exactly matched the keyword you specified (hence the name: exact match), and similarly, a phrase matched keyword would be triggered by search queries containing the phrase that you specified.

Soon, Google will be changing the definition of these keyword match types to behave more like Modified Broad Match. It will serve up ads for a far more diverse set of search queries, including:keyword misspellingssingular/plural formsstemmings (word endings such as "ing", "ed", etc.)accentsabbreviationsAs is always the case, Google claims that the motivation for the change is user bene... > Read more

April 18, 2012     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 18

AdWords Experts Share the Secrets of Their PPC Success, Part 15

This is the latest 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 3AdWords Experts Share the Secrets of Their PPC Success, Part 4AdWords Experts Share the Secrets of Their PPC Success, Part 5AdWords Experts Share the Secrets of Their PPC Success, Part 6AdWords Experts Share the Secrets of Their PPC Success, Part 7AdWords Experts Share the Secrets of Their PPC Success, Part 8AdWords E... > Read more

April 17, 2012     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 2

Google Website Optimizer: How to Use the Website Optimizer Tool in AdWords

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

April 16, 2012     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 1
 
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