Twitter Retargeting: Now On Twitter, Ads Follow You

Twitter will reportedly make just made a big announcement confirming the expansion of the ad retargeting program they began testing this summer. The new offering, dubbed Tailored Audiences, is a logical next step for a network that went public just months ago and now has a lot to prove to investors.

But how will Twitter Tailored Audiences work for advertisers?TechCrunch earlier this morning cited anonymous “sources” confirming the launch, but say the details were hazy. Here’s what we did know:Twitter advertisers will now have access to external data for ad targeting.It’s almost guaranteed that Promoted Tweets will be open to retargeting; whether or not Promoted Accounts are is unknown.Twitter began experimenting with retargeting in July and made it clear users were able t... > Read more

December 05, 2013     |   Written by: Larry Kim   |   Posted In: Twitter   |   Comments: 5

RIP Google AdWords Editor??

A new feature that allows marketers to undo changes in Google AdWords is welcome and probably long overdue, though it begs the question: is the AdWords Editor dead?Right now, the AdWords “Undo” button seems to be a limited test, available only in select accounts. What it does, however, is gives advertisers the ability revert to the way their campaign was before changes, or to download a fresh version of account or campaign specifics.

This should make testing much easier.With all of this functionality in the web interface, are we now hearing the death knell for the Google AdWords Editor, desktop version?Why I Used to Use AdWords EditorBack in the day, AdWords Editor had a ton of advantages, including:Offline editing, which was a real issue in and around 2005. Now, however, we have wi-fi... > Read more

December 04, 2013     |   Written by: Larry Kim   |   Posted In: Google   |   Comments: 35

The Complete Guide to AdWords Remarketing Best Practices

Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. These ever-improving functionalities have made it even more important for advertisers to be creating and optimizing remarketing campaigns with best practices in mind.

This post a complete list of best practices and tips to help you get the most out of your AdWords remarketing campaigns.Before you get started with remarketing…Consider these tips before you actually start creating your remarketing lists and campaigns.Manage client expectations by setting clear remarketing objectivesAs with all digital marketing projects, you must be sure of your objectives before you dive into remarketing. This will h... > Read more

December 04, 2013     |   Posted In: AdWords Tips   |   Comments: 8

Pros & Cons of the New AdWords Opportunities Tab

Last month, Google launched a long overdue revamp of the AdWords’ Opportunities Tab. Not only did it upgrade the display to a simpler, cleaner format, but it also made major improvements to the content provided.The original Opportunities Tab helped advertisers recognize when to expand their keyword lists, raise their max CPC bids, and increase their budgets.

Now, Google has incorporated new best practices related to AdWords’ most famous brain child, Enhanced Campaigns, as well as the recent changes to the Ad Rank algorithm. Advertisers can expect to find recommendations encouraging them to:Implement ad extensionsSplit ad groups into smaller, more relevant groupingsAdjust bids based on impression share dataBefore you head over to AdWords and give it a spin, let’s review the pros and c... > Read more

December 03, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

The Top 10 Google AdWords Updates of 2013

The folks at Google AdWords have been busy elves over the last year – so much so that just keeping up with all of the changes is practically a full-time job. By my estimation Google has rolled out over a thousand new AdWords features and changes in the last year alone. That’s almost 20 new features or changes every week! The challenge for marketers is that we often just discover the new stuff as we make our way through our accounts; Google doesn’t even announce the vast majority of their AdWords updates.

Don’t worry – we’ve got your back! We’ve kept on top of the notable changes this year and identified the ten most impactful updates for paid search marketers. Some were great and necessary improvements and others… not so much. However, they’re all changes you should know a... > Read more

December 02, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 16

7 Ways to Spruce Up Your Landing Pages for the Holidays

In my last post on ad text improvements for the holidays, I mentioned that your PPC landing pages are a critical component you need to tweak for the holiday season.It stands to reason that a highly effective, holiday-targeted PPC campaign needs to incorporate contextually aligned landing pages that support the expectations of holiday shoppers that are clicking on your paid ads.

This article is going to focus exclusively on improvements that you can make to your website’s landing pages in order to maximize your performance potential during the holiday season.Similar to my last post, we’re going to categorize landing page tweaks into two specific areas.Below is a quick outline of how I’d like to cover landing pages. The seven tips I provide below will tie in to these two key areas of f... > Read more

November 27, 2013     |   Written by: Jeff Stevens   |   Posted In: Conversion Rates   |   Comments: 15

Uh-Oh, A Third of Your Display Ad Impressions Are Worthless! Here’s What to Do About It

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

November 26, 2013     |   Written by: Miranda Miller   |   Posted In: AdWords Tips   |   Comments: 0

Holiday PPC Planning: Three Advanced Strategies for AdWords

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

November 26, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 3

5 Tips for Managing AdWords Promotions, Budget & Bids for the Holidays

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

November 26, 2013     |   Written by: Katie Lyons   |   Posted In: AdWords Tips   |   Comments: 0

The Ultimate Holiday Text Ad: How to Optimize Your PPC Ads for the Holidays

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

November 25, 2013     |   Written by: Jeff Stevens   |   Posted In: AdWords Tips   |   Comments: 1

Gearing Up for the Holidays: Top 6 PPC Areas to Focus On

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

November 25, 2013     |   Written by: Billy McCaffrey   |   Posted In: AdWords Tips   |   Comments: 1

Small Business Saturday Advertisers: These 5 PPC Goofs Will Ruin Your Holiday Campaigns

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

November 22, 2013     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 8

PPC Keyword Research Guide: How to Find the Words for Your Paid Search Campaigns

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

November 21, 2013     |   Written by: Erin Bell   |   Posted In: Paid Search Marketing   |   Comments: 6

Google Pushing Holiday Retailers to Use Both Text Ads & PLAs

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

November 20, 2013     |   Written by: Miranda Miller   |   Posted In: Paid Search Marketing   |   Comments: 3

Be a Part of WordStream’s Marketing Team. Awesomeness Required.

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

November 19, 2013     |   Written by: Elisa Gabbert   |   Posted In: WordStream   |   Comments: 3

How to Prepare Your PPC for Cyber Monday 2013

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

November 18, 2013     |   Written by: Brad McMillen   |   Posted In: Paid Search Marketing   |   Comments: 0

Should I Help This SEO Spammer or Should He Suffer?

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

November 15, 2013     |   Written by: Larry Kim   |   Posted In: Link Building   |   Comments: 42

Complete Guide to AdWords Geotargeting & Local PPC

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

November 13, 2013     |   Written by: Erin Bell   |   Posted In: AdWords Tips   |   Comments: 13

What's Behind the New Google Design? Understanding Google's Search Results Page

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

November 12, 2013     |   Written by: Elisa Gabbert   |   Posted In: Google   |   Comments: 5

AdWords Holiday Planning: How to Use the Automate Feature

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

November 11, 2013     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 0

The Positives of Removing Negatives

 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

November 08, 2013     |   Written by: Erin Sagin   |   Posted In: Paid Search Marketing   |   Comments: 3

9 Ways to Steal Your “Not Provided” Keyword Data Back!

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

November 07, 2013     |   Written by: Megan Marrs   |   Posted In: Keyword Marketing   |   Comments: 25

Do Twitter Ads Work? Comparing the Ad Performance of The World's Largest Social Networks

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

November 05, 2013     |   Written by: Larry Kim   |   Posted In: Social Media   |   Comments: 11

Clearing Up Negative Broad Match in AdWords

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

November 04, 2013     |   Written by: Phil Kowalski   |   Posted In: AdWords Tips   |   Comments: 5

Our Top 10 Posts from October are Scary-Good

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

October 31, 2013     |   Written by: Elisa Gabbert   |   Posted In:   |   Comments: 4

Meet Bing’s New “Hero Ads”

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

October 30, 2013     |   Written by: Larry Kim   |   Posted In:   |   Comments: 5

Buy Facebook Fans! They’re Worth $174 More than Non-Fans On Average!

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

October 29, 2013     |   Written by: Victor Pan   |   Posted In: Social Media   |   Comments: 4

AdWords Impression Share: Understanding and Improving Your Impression Share

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

October 28, 2013     |   Written by: Billy McCaffrey   |   Posted In: AdWords Tips   |   Comments: 7

What the New AdWords Ad Rank Algorithm Really Means

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

October 24, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 29

Facebook Graph Search & Privacy Concerns: Should You Be Worried?

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

October 24, 2013     |   Written by: Megan Marrs   |   Posted In: Social Media   |   Comments: 12
 
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