Google Rolls Out Active View Metrics & Viewable Bidding to Counter Worthless Display Ad ImpressionsGoogle seems to be in the process of (finally) launching Active View features average CPM, viewable CTR and viewable impressions. I say “seems to be” as they have not yet made an official announcement, and no supporting material (i.
e., help documentation) is yet available.This is an important change because traditional impression-based bidding charges advertisers based on served display ad impressions – a misleading figure, since, according to comScore, 31% of display ads are never actually seen by users. These features go some way toward correcting that shortcoming on the Display Network.Viewable CPM bidding allows advertisers to optimize their bids so ads appear in slots mor... > Read more
I’ll be the first to admit it—it’s hard to buckle down and focus on PPC strategy during the holidays. Unfortunately, given that this is the biggest shopping season of the year, us PPC folks have to keep our heads down and power through. In the past few days, my teammates have shared tips on holiday planning, bidding and budget preparations, and ad text adjustments.
For those of you that have mastered the basics and are ahead of the curve, let’s explore some advanced strategies you can apply to your account before you head out to enjoy the holiday cheer.Ad ExtensionsFirst things first, let’s talk Ad Extensions. Extensions have always been a great way to boost your performance and, due to a controversial update to the Ad Rank algorithm, they are now a critical component in all PPC ... > Read more
If your “To Do” List during the holidays looks anything like mine, it probably includes things such as: buy presents, clean and decorate the house, plan a menu, plan for all the relatives, and still manage all of my normal day-to-day duties. Do you really want to have to add “manage my holiday promotions for my PPC campaigns” to that already long, stressful list right in the middle of a holiday season? I certainly wouldn’t think so.
That’s why I am here to give you some easy ways to plan all promotions in advance as well as manage your budgets and bidding strategy for any holiday season. There are numerous steps that can be done days, weeks, even months ahead of time (OK, it’s probably a little too late for that last one) in order to alleviate any added stress, disorganization... > Read more
As the holiday season approaches (very quickly), paid search advertisers should be well aware of the fact that their search and display campaigns are going to need some extra love to take advantage of the pure insanity of the holiday rush.The holiday season is a time when quick, impulse-driven purchases are at their peak, and it is absolutely imperative that advertisers take time to optimize their PPC campaigns to accommodate holiday shoppers and ensure that their ads are being triggered, drawing attention and driving clicks.
One of the core strategies that will support these goals is optimizing your text ads for the holiday season.This post will discuss three key factors to focus on while editing ad text, with tips on how you can model your own text ads after some of the most effective (a... > Read more
Happy holidays, everyone! As a follow-up to the recent webinar we hosted on 11/14, “Gearing Up For The Holidays,” we wanted to present you with the material so that you can have it all right at your fingertips. Your faithful holiday webinar presenters, Erin Sagin, Jeff Stevens, Katie Lyons, and I, will each be providing you with a blog post based on the content we shared with you.
Think of it as a mini-series!For my part, I’ll be discussing which elements of your AdWords account you should be thinking about to best prepare for the upcoming season.The beauty of the holidays is that they fall on (roughly) the same days every year, making it very easy for you to plan ahead! It’s good practice to review holiday performance from previous years, so that you can better prepare for this ye... > Read more
Small Business Saturday might feel a bit weightier this year for many, given the shortened shopping period from Thanksgiving to Christmas. Individual retailers and restaurateurs participating in the annual holiday season kickoff plan to offer coupons, discounts and other holiday promotions, according to new research from American Express and the National Federation of Independent Businesses (NFIB).
This year, 70% of those participating believe it will help them attract new customers, and 67% plan to offer discounts to drive sales. Offering a free gift with a purchase is an incentive 33% plan to deploy. Notably, the number of small business owners planning to rely primarily on paid advertising to promote Small Business Saturday has doubled since 2012.Now in its fourth year, Small Business Sa... > Read more
The cornerstone of any successful PPC campaign is keyword research – choosing the best keywords to bid on that are most likely to result in clicks and conversions. Keyword research is part science and part art. It's about using the myriad tools at your disposal, but also understanding your customers and predicting which terms they're actually typing into the search box.
That’s the best way to ensure that your ads show up at the right time and in the right place: when they’re searching for the kinds of products or services you offer.In this guide, you’ll learn a set of methodologies to help you acquire, refine, and organize your PPC keywords, all in the service of better targeted and more effective pay-per-click campaigns.Getting Started: Brainstorming a PPC Keyword ListThe starting... > Read more
Text ads and Product Listing Ads (PLAs) are more powerful used together, according to Google; in fact, using text ads alone means lower brand recognition, less site engagement and fewer online sales, they say.Google’s recent study, conducted in cooperation with research and consulting firm Millward Brown, shows that:People who see a brand’s PLAs and text ads are 75% more likely to search for that brand within 30 days than those who only saw text ads.
People who see both text ads and PLAs are 90% more likely to visit the retailer’s website. They are also more likely to visit product pages, add items to their cart, and click on store locator buttons.People who see both text ads and PLAs are 83% more likely to make a purchase than those who only saw text ads.Their findings pertain mostly... > Read more
True or false: SEO is dead.If you said false, keep reading.But wait! That’s not all.You also need to be an excellent writer. Do you love blogging and sharing your knowledge?Then yay! You might be a good fit for our newest marketing role.We’re looking for someone who’s equally strong in search engine optimization techniques and content marketing to help our team out with a bunch of exciting projects in the pipeline.
Here’s what you need to know:You won't be a cog in ye olde machine. We’re a young, venture-backed software company in the search marketing space. We’re growing really fast. We're winning awards. Everyone who joins WordStream has a chance to make a palpable difference in our success.Our marketing team is widely known for performing at a level way beyond our size and ye... > Read more
The refrain “time is running out” is something we’re all going to hear on a repeated basis for the next 45 days or so. As it applies to the PPC pros, time is running out to prepare for the digital shopping madness known as Cyber Monday, coming on December 2. That's just three short weeks away.Cyber Monday is a term marketing companies created back in 2005 to hype online shopping the Monday after Thanksgiving.
It’s a day of steep discounts and special offers to keep the momentum going after Black Friday, the major difference being you don’t get trampled by people on Cyber Monday like you might on Black Friday, and you don't have to search for parking.What does Cyber Monday mean to you? It means consumers are in “extreme buying mode” on Cyber Monday, so it’s time to take step... > Read more
As the owner of a popular internet marketing blog (this one) that gets around a half million unique visitors / month, I’m used to getting all sorts of spam.Every week I get dozens of requests to purchase links on my site (which I ignore), and every month, and we delete hundreds, possibly thousands of spammy blog comments and link drops.
But more recently I’ve been getting a different tune of spammy emails from SEO spammers, like this one asking for help with link removal:Oh how the worm has turned…I’m guessing their back-link profile is full of anchor-text-rich, no-followed blog comments and that Mr. Penguin doesn’t like that too much.Seriously, what to do here – should I help out this SEO spammer or should he suffer?Reasons to Help This SEO SpammerWe’ve all dropped a link wit... > Read more
Unless you have plans for world domination, your pay-per-click ads don't need to be seen by everyone on the planet. It's much more likely that the products and services you’re advertising will be limited to a handful of countries, cities, or even city blocks. This is where geotargeting comes in.Geotargeting, or local PPC, is an AdWords feature that lets you target your ads to only appear to customers in a certain location, or set of locations, that you specify.
For businesses that rely on foot traffic (like restaurants), proximity (like used car dealerships by city), and deliveries (like an e-store that ships to certain countries but not others), geotargeting is an absolute no-brainer.With geotargeting, you won’t squander your ad budget on wasted clicks from people who are outside your... > Read more
With Google constantly rolling out new features and design on the search results page, including personalized and location-based search results, there's no longer such a thing as a standard SERP for everyone. So what’s driving the new Google search results page layout?The team at VirtualHosting.com has put together a new infographic that examines what today's Google SERP looks like and what it means to be at the top of Google’s search results.
According to VirtualHosting, the new Google search results page is driven and defined by:Click-through rates (CTR) – Which parts of the page get the most clicks? How much does CTR fall off after page 1?Searcher intent and location – Does the Google user have intent to make a purchase? Are they looking for local businesses or trying to co... > Read more
As the holidays come barreling in, the last thing you need to worry about is pushing yourself away from turkey and stuffing to turn off your clients’ campaigns. Fortunately, there’s a quick and easy way to schedule your campaigns automatically: the AdWords automated rules feature.I used to eschew this feature, opting instead to set reminders in my calendar, but a recent client request for specific days and hours during the holidays prompted me to learn how Google’s campaign automation works.
You can use Automate for lots of things, such as turning a campaign off when your budget hits a certain amount, or to receive an email when events occur on your website. For our purposes here, though, we’re going to focus on one thing: how to pause and enable campaigns on particular days and at ... > Read more
In politics, the term “going negative” tends to have a, well, negative connotation—typically from the candidate who just placed a negative ad and dares his or her opponent not to do the same.In our case, however, most of the companies we help to optimize their PPC campaigns don’t even realize that going negative—that is, eliminating the useless keywords that bring the wrong people to your site—is even a possibility.
We’ve been preaching the concept for while—including a handful of blog posts and even an e-book – but now is as good a time as any for a quick refresher on the topic.To recap: a negative keyword is, according to Google, “A type of keyword that prevents your ad from being triggered by a certain word or phrase. It tells Google not to show your ad to anyon... > Read more
Over the past year we’ve watched the ranks of the dreaded term “not provided” rise and rise. In September, Google announced that it had begun its mission to encrypt ALL search data, making 100% “not provided” keyword data a reality.Chart by Not Provided Count shows increase in “not provided.
”What Does Not Provided Mean in Google Analytics?If you log into Google Analytics today, you’ll likely see the term “not provided” eating up the majority of your keyword data.Google is choosing not to show you the keywords that have been driving organic traffic to your site. But why Google, why? The official answer is that it’s done in the name of privacy, to protect the vulnerable users. Some theorize that Google is trying to hinder third-party software that makes use of Google ke... > Read more
Twitter vs. Facebook: Comparing the Ad Performance of the World’s Largest Social NetworksTwitter’s initial public offering (IPO) is approaching, and Twitter just raised its price range to $23-$25, suggesting it’s feeling optimistic about the outcome. Investors may be a little more nervous though.
According to polls, just 35% of Americans think buying Twitter stock is a good idea, whereas 51% of Americans thought Facebook stock was a good idea before its IPO last May.As for me, I’m not planning to buy any Twitter stock. I’ve always said that Facebook makes a weak showing when it comes to ad performance for direct response marketing (lead generation), especially compared to comparable offerings from Google. But what about Facebook vs. Twitter? The fact is, Facebook ads have improve... > Read more
If there’s one topic in AdWords that seems to confuse all sorts of folks, it’s negative keyword match types, especially negative keywords on broad match.Since regular keywords on broad match can cast a fairly wide net, people are worried about using that match type on their negative keywords. People are scared to use broad match on their negative keywords because they’re worried about potentially filtering out traffic they’d want.
The main thing to remember is that negative keywords set to broad match behave much more like modified broad keywords. Every word that you have in the negative keyword will need to appear in the query for the negative keyword to filter it out.For example, if we used the negative keyword –nike basketball shoes, our keywords could still trigger o... > Read more
Happy Halloween!You’re probably too distracted by candy and costumes today to get any real work done – amirite? – so why not kick back with some hot cocoa or what-have-you and catch up on the WordStream Blog’s greatest hits of the month? Here are our top 10 most popular posts from October:1. Find Your Old Tweets: How to See Your First (Worst?) Tweet – Ever wonder what your first tweet was? Here are two easy ways to find your earliest tweets, plus first tweets from a bunch of celebs and high-profile search marketers.
#fun2. How to Get Phrase & Broad Match Traffic Data Back from Google Keyword Planner – Victor offers three methods for hacking Keyword Planner to get data beyond exact match.3. &n... > Read more
Bing Ads has today announced a way to potentially one-up Google’s Image Banners in Search Listings.The new ad format, called “Bing Hero Ads,” were shown off at a Bing Ads event at the Microsoft Campus, and are currently visible on a subset of keyword searches conducted within the recently released Windows 8.
1.Hero Ads provide a bold, strongly-branded, task-completion oriented experience for certain branded searches, as you can see by the photos I snapped here for Home Depot, Radio Shack and Disney:The pilot project is currently limited to searches conducted in Windows 8.1 in the US. No word yet on if this will make it to the Web version of Bing Search. The test is being run with a limited number of big brands. If you don’t see them, it’s because they’re only show up on a subset... > Read more
According to the internet, a Facebook fan is worth $174.I imagine this was Zuck-dawg’s first response to the news.Every month, 12,100 people search on the keyword [buy Facebook fans], and there are two types of people who search for this query that worry me. The first type is someone who believes that the number of Facebook fans they have is a measure of Facebook marketing success.
Then there are those who make a living off of people who hold those beliefs. These people are necessary in any marketing function, but it becomes a problem when they lose track of the true value behind what a Facebook ”like” is supposed to stand for.In today’s post, I’ll be breaking down the misconceptions we hold about the value of a Facebook fan on your brand page, including three questions to ask ab... > Read more
Many times I have seen instances where clients pause keywords because they aren’t generating click or impression volume. While pausing is certainly one method for acting on low-performing keywords, I typically recommend pausing only as a last resort. There is plenty to consider when it comes to diagnosing why a keyword isn’t generating volume, and one often overlooked, yet informative metric is impression share.
Impression share is the number of impressions you've received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. You can view impression share data at the campaign, ad group and keyword levels.Types of Impression Share in AdWordsThere is more to im... > Read more
The PPC world is abuzz with this week’s announcement that AdWords is introducing a new component to its Ad Rank formula. In the past, an ad’s position was dictated by a combination of two factors, the keyword’s Quality Score and its max CPC bid.Google has now thrown Ad Extensions into the mix to serve as a tie-breaker of sorts.
As Google describes it, “if two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.” This is, by far, the biggest change to Google’s ad rank algorithm since AdWords’ inception over a decade ago. So let's take a look at what it means.Why did Google adjust the ad rank algorithm?For all intents and purposes, the old ad rank formula seemed... > Read more
What is Facebook Graph Search?Facebook Graph Search first launched in March 2013, allowing users to search for people, photos, places, and interests within the Facebook search engine. Facebook Graph Search provides custom search results based on your own personal data, including information in the profiles of your friends.
As you type a search query, Facebook Graph Search auto-completes the query, suggesting friendships through existing connections, Facebook pages, and apps, before finally providing web results.New Facebook Graph Search: Now With More Stalking Power!In recent months, Facebook developers have made Graph Search even more powerful, now capable of providing results on searches for:status updatesphoto captionscommentscheck-insThe updated Facebook Graph Search can also search fo... > Read more
Yesterday, Google announced that it was releasing a major change to its Ad Rank algorithm, which determines the order of the paid search ads on each SERP as well as how much advertisers pay in the ad auction. In a nutshell, Google is now using the presence and performance of ad extensions in determining Ad Rank.
Previously, Ad Rank had just two components: your Max CPC Bid (the most you were willing to pay per click) and your Quality Score (Google’s assessment of the quality of your keywords, ads, and landing pages). Now, the formula has three components: your Max CPC Bid, your Quality Score, and, as Google puts it, “the expected impact from your ad extensions and formats.”I was chatting with our founder, Larry Kim, about the change, and he noted that this change is bad for sma... > Read more
The typical small business wastes 25% or more of their total paid search spend. It’s obviously a big problem, but tackling wasted spend in Google AdWords can be challenging for account managers. Instead of focusing on the latest PPC fads or shiny new tools, I encourage advertisers to head back to the basics and focus on the core components of their campaigns.
Oftentimes, just by tweaking your settings or adjusting your structure, you can patch up your biggest account leakages.Here are the top five culprits that I recommend taking a second look at when assessing your wasted AdWords spend.Overuse of Broad Match TypeSetting all of your keywords to broad match can have a devastating impact on your PPC account. Remember, by setting a keyword to a broad match type, you are opening the doo... > Read more
Here’s your “duh” of the day: You don’t have to be an SEO to be a good blogger. I bet 90% of search marketers read a blog or five that has nothing to do with search marketing, whether it’s a cooking blog, nail art porn or Andrew Sullivan.Some of the best and most popular blogs in any given niche get high rankings and lots of links without thinking too hard about SEO.
Instead, they focus on:Great content: Popular blogs develop huge readerships primarily because the content is awesome; it’s that simple. (Here’s a reminder of the eight qualities that make great content great.)Great design: Almost as important as great content is great design – your blog needs to be both attractive and usable. High-quality photographs or illustrations are a big plus.Community building: The best... > Read more
The Q3 2013 earnings call revealed that Google shares are at an all-time high – and yet, average cost per click (CPC) continues to fall.With Google stock up, you’d expect CPC to be up as well. After all, something has to be driving the growth. So what gives?Attention Shoppers: AdWords PPC Ads Are On Sale (Again!)The trend is clear – cost per click on Google’s paid search ads continues to fall.
The average CPC in Q3 was down 4% since last quarter and down 8% versus the same quarter last year. This is the 8th consecutive quarterly decline in average CPC since Q4 2011.Our own internal customer data aligns nearly perfectly with the official earnings reports – we found average CPC to be down by 9% this year. And as you can see by the trend line, we don’t see things bottoming out any... > Read more
Lately there have been a lot of rumors circling the web saying that small businesses will need to have a higher SEO budget in 2014. It’s clear that SEO efforts have become more popular, therefore more competitive, and therefore more expensive, but just how much needs to change in 2014? And what has changed in the SEO industry that is giving experts reason to say, “Yes, a higher budget is the answer to success”? Is this just a ploy by the industry experts, or will a higher SEO budget really be necessary this upcoming year – and if so, how much of an increase are we looking at here?4 Reasons Why You Need a Higher SEO Budget in 2014Unfortunately for many small businesses, your SEO budget in 2014 is going to need to increase if you hope to stay in line with your competition.
It’s not... > Read more
One of the biggest complaints about Google’s Keyword Planner – the new keyword tool that replaced the old Google Keyword Tool and Traffic Estimator – is the lack of broad and phrase match traffic support. Contrary to what’s being suggested when you use the Google Keyword Planner, Google will only return exact match traffic.
Today I’ll be showing a few tricks to help you get your phrase and broad match traffic data back.What Google Says About Search Volume in Keyword PlannerGoogle suggests entering your keywords with standard match type formatting to get volume based on keyword match type:Naturally, an SEO would try all three formats for the same keyword, to compare the traffic volume data:Here are the results you see on Google Keyword Planner for the three match type variations:An... > Read more