AdWords Tips Posts from the Internet Marketing Blog
Google this week has published a new white paper on Quality Score and finally updated their 5-year-old video on how Quality Score works. I asked them “why now” and they said that it’s just time to redo the old stuff, but part of me thinks that they’re trying to quell a Quality Score rebellion that myself and others (including Frederick Vallaeys, etc.
) may have inadvertently started – the wording of some points in the new materials seem to directly reflect points that I’ve articulated in articles I’ve published in the last year.Image via Kirk Williams - @ppckirkAs usual, Google trotted out the same old “happy users,” “happy advertisers” and “happy Google” platitudes. It’s mostly a rehash of the same old Google fairy dust about Quality Score, but there are a ... > Read more
Google is launching a “new and improved” AdWords Policy Center aimed at making policies more user-friendly and accessible to advertisers, according to an announcement buried in their AdWords Policy Help resources.The current AdWords policies will remain in effect until “around September,” when the new center will launch.
So what's new? Google has released a preview of the new center alongside their announcement. Here's what you need to know about the changes.1. If you're in compliance now, you won't be a rule-breaker come September… well, most of you, anyway.In their announcement, Google noted, "Almost all advertisers who comply with our current policies will also comply with the new policies."Yes, there will be fundamental policy changes that will affect some advertisers more tha... > Read more
This post was co-written with Randi Lucius. Google Shopping Campaigns are a favorite of e-commerce advertisers—they give online retailers the opportunity to present a product image along with relevant purchasing information, like price, directly on the Google results pages. You all know the old saying: “A picture is worth a thousand words.
” So it’s no surprise that these ads are highly effective, often outperforming standard text ads and even organic results.At this point, many advertisers have been jaded by great performance in their shopping campaigns. Most saw huge spikes in sales upon implementing their feeds, but chances are, your results have flat-lined over time. If you’re frustrated with stagnant trends in your account, Google Merchant Promotions might be exactly what you... > Read more
Here at WordStream, our team of consultants analyzes thousands of PPC accounts. While our customers’ pain points tend to vary, many of their issues can be tracked back to one major misstep—their campaigns are set to run on both the Search and Display Networks simultaneously.99% of the time, this practice will wreak havoc on a PPC account.
The main problem is, these networks target users in two completely different scenarios. Not to mention, since metrics across each network are combined, it is challenging to assess how each is performing, and it eliminates the option to segment one’s budget by network.Quite frankly, applying the same strategy to both networks is like trying to fit a round peg in a square hole…it just doesn’t work. If you have any campaigns opted into both network... > Read more
What do WordStream, Google and the White House have in common? We’re all championing small businesses this week, as Small Business Week 2014 is in full swing!In partnership with the Small Business Administration, a series of events, workshops and Q&A sessions are taking place in cities across the country (and at tech companies such as Microsoft and Twitter) to provide proprietors of small businesses with the support, advice and resources they need to thrive.
Small Business StatisticsSmall businesses are a big deal. According to the Small Business Administration, small businesses make up:99.7% of U.S. employer firms64% of net new private sector jobs49.2% of private sector employment46% of private sector output43% of high-tech employment98% of firms exporting goods overseas33% of the co... > Read more
A few weeks ago, Google announced major changes and updates to the AdWords platform, several of them designed to improve efficiency and scale for enterprise-class search marketers.Google wants to make life easier for companies with massive campaigns – for those who are spending hundreds of millions or even a billion dollars on AdWords.
Enterprise-level PPC marketers face unique challenges, given the complexity and sheer size of their campaigns.These new features were designed to increase efficiency, help brands scale their campaigns and make insights more accessible and useful. In this post, we’ll take a deeper dive into the new tools available to enterprise AdWords clients.Bulk Actions: Making AdWords Less "Complicated"In the new features announcement a few weeks back, VP of Products ... > Read more
AdWords scripts for My Client Center (MCC) are now out of beta. Google mentioned this during an AdWords API workshop I attended yesterday but only just made a formal announcement. This is big news for agencies, who have been asking for the ability to run scripts across an entire MCC for a while. Previously, you could only run scripts at the account level.
This is a powerful feature for automating account management.Introduced just a few months ago on March 11, AdWords scripts for MCC allows larger advertisers to manage changes to accounts at scale by hosting all scripts within the account and applying changes to up to 50 accounts simultaneously.Previously, you could set up a script to run on each account in the MCC. Now you can write one script that iterates over all of your clients. Wheth... > Read more
I need to be in position 1! I need to be ahead of my competitors! I need to show up all the time for this keyword! I need to be in the top 3 or I won’t be seen! Wrong, wrong, wrong, and, yes, wrong.Too many marketers and business owners react emotionally to AdWords. Oddly enough, they have the data available to make accurate decisions, but they let their egos get in the way.
Bidding to a specific position in AdWords is B.S. There, I said it (AdWords gurus freak out…now). But…I have data to back it up.Your average position is a dependent variable. Here’s why – your conversion rate is not influenced by any of AdWords’ metrics. Your click-through rate, average position, impression share, quality score etc. have no influence on your conversion rate. None. So what does this tell us?... > Read more
Keyword research is a critical component in every successful paid search strategy. In fact, our internal data shows that search marketers spend nearly 25% of their time on keyword research.Google has quietly rolled out a number of significant changes and updates to Keyword Planner that should not only reduce the amount of time spent in the tool, but make it exponentially more useful, as well.
The updates rolled out this week make it highly visual and more powerful, with a definite mobile focus. It's the first major refresh since the tool was introduced about a year ago.(Warning: the new version is way more fun – you might actually spend MORE time in Keyword Planner. Try not to get distracted by the pretty shiny things.)So what's new? Check out the new Keyword Planner features:Visualize S... > Read more
Today's the day: Google finally spilled the beans about the new features that are coming to AdWords. (Protip: sign up for our webinar tomorrow for an in-depth look at the changes and how they'll affect you!) Now we can finally tell you what they actually announced. Here’s our take on this exciting news.
New AdWords Features OverviewBefore we get into the specifics of the new AdWords features, I wanted to provide you with an overview of the key points about these planned improvements. I recently spoke with Aaron Stein, Google’s Global Communications and Public Affairs Manager, who told me that:These features will be entirely optional, unlike last year’s mandatory (read: “destructive”) Enhanced Campaigns update.Also, unlike last year’s EC update, no existing features are being ret... > Read more