AdWords Tips Posts from the Internet Marketing Blog

Local Mobile Marketing Case Study: Colombo Hurd Slashes CPA with Mobile Marketing

Note: A version of this mobile marketing case study appears on the AdWords blog (PDF version).The rundown WordStream client Colombo Hurd upgraded its largest AdWords campaign to Enhanced Campaigns in April. Because mobile traffic has tended to be more valuable to the law firm, they decided to ramp up their local mobile marketing investment and increased mobile bids by +25%.

As of early May, Colombo Hurd had increased customer conversion rate on mobile ads by a factor of three and reduced the cost of a new customer acquisition by 149% with the new mobile marketing campaign.The Goals Increase conversionsGenerate phone calls to schedule in-person consultationsImprove sophistication of mobile-targeted advertisingThe Approach Upgraded largest campaign to EC and monitored resultsAdjusted CPC bid... > Read more

July 03, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 3

AdWords Account Audit Checklist

Here at WordStream, I am not only a Customer Success Specialist, but I am also a Premier Consultant. As a Premier Consultant I meet with clients every two to four weeks to discuss the state of their account and what they should be doing to improve it. On these calls we can really dig into what our advertisers need to be doing to improve their account, whether that’s setting up brand new remarketing campaigns, digging into how to improve quality score, or helping to analyze advanced metrics in Google Analytics.

Part of my usual process when I get a brand new Premier Consulting client is to first run through a checklist of items to determine what shape the account is in and what areas we can target to work on first together. I focus on the basic structural aspects in an account first, and t... > Read more

July 02, 2013     |   Written by: Phil Kowalski   |   Posted In: AdWords Tips   |   Comments: 13

8 Simple Things You Might Be Overlooking In Your AdWords Account [New Guide]

Our latest white paper is now available for download. Below is an excerpt from the guide. Click here to download the full text of this new, free guide (PDF).8 Simple Things You Might Be Overlooking In Your AdWords AccountAdWords makes it incredibly easy to set up and run a pay-per-click (PPC) ad campaign, but some advertisers assume that after they've written an ad, typed in some keywords, set the budget, and switched on the campaign, there's nothing more to do except sit back and watch the clicks and conversions roll in.

In reality, any account – large or small – can benefit from a few quick, simple tweaks designed to optimize the advertiser's reach, click-through rate, and return on investment (ROI). These updates don't cost anything extra, and they're simple enough that even someone ... > Read more

June 25, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

AdWords Performance Grader Now Even More Secure & Easier to Use with OAuth2

We’ve teamed up with Google to make our award-winning AdWords Performance Grader even easier to use and the login process more secure than ever.The new authentication process, based on OAuth2, enables you to run the free AdWords Performance Grader by signing in with your Google profile – just be sure you use the profile associated with an active Google AdWords account.

(The process is similar to using your Facebook account to comment on a blog.) WordStream will then do a one-time read of the data in your AdWords account, while Google controls a secure interaction. The new process is fast, easy and helps ensure the highest level of privacy and security.Watch this video to see how it works!To try out the new Grader for yourself, go to www.wordstream.com/google-adwords and follow these st... > Read more

June 24, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 5

AdWords Campaigns Limited by Budget? Find Out What It Means & What to Do

Budgeting seems to be the topic on everyone’s minds lately and I can’t help but think that this is due to Google’s subtle, or not so subtle, ways of telling you when you need to raise your bids and budgets. Google now has the ability to show you trends with your keywords, where you “should” be at for positioning and Max CPC’s, and other various tools that are likely to raise your budgets.

I don’t think Google is wrong in what they say but I definitely think they have a sneaky way of not really explaining the why to customers.Way back in 2009, Google introduced their way of showing you when you need to adjust your budget to better fit their needs … I mean your needs and help you get more impressions and clicks. They call this tactic “your campaign is ‘limited by budget.... > Read more

June 19, 2013     |   Written by: Lisa Wilkinson   |   Posted In: AdWords Tips   |   Comments: 12

How To Get Even More Google Sitelinks!

Google has today made it easier than ever to get new bigger and better Google Sitelinks for your ads, which help people find information deeper in your site so they can get to where they want to go faster.  Previously it was already possible to specify clickable anchor text for all of your Google Sitelinks.

And with today's update, AdWords is going even further by enabling you to designate specific text for your Google Sitelink descriptions from within your AdWords account. This will enable more granular control over the descriptions that display when your Google sitelink is shown to searchers.What Do Google Sitelink Ads Look Like?We're glad you asked. Here’s what the new super-sized Google Sitelinks ad look like:These huge new sitelinks are like the AdWords equivalent of the T-Rex ... > Read more

June 18, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 17

Top 4 Google AdWords Features I'll Be Exploring This Summer

Last month, our team had the opportunity to visit Google’s NYC office for the Google Engage Catalyst conference.The event was directed toward agencies and, to be perfectly honest, I expected to get an earful of Google’s typical agenda pushing. Pleasantly to my surprise, Google delivered on their promise to show us “what’s new and exciting in online marketing.

”Here are the top four Google and AdWords features I’ll have my eye on this summer:Similar AudiencesCheck out this new twist on Remarketing, one of the most popular Display Network strategies. Similar Audiences allows you to display your ads to users whose browsing behaviors are similar to those of people on your current remarketing lists. I think this is a genius idea, considering that it will give you exposure to a new, q... > Read more

June 17, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 5

AdWords Becomes More Insightful with Auction Insights

A brilliant new feature has been added to the AdWords roster. Auction Insights now lets you see data across keywords and even up to the campaign level. Auction insights can be found in the Details tab under Campaigns, as shown below. You can get data for all or selected campaigns, ad groups or even keywords.

Now you can see metrics such as impression share, average position, overlap rate, position above rate and top of page rate.Auction Insights ExplainedAuction insights gives you 5 great metrics to work with:Average position – This gives you an average ranking over your selected time period along with the associated domain. (See also: The Relationship of Click-Through Rate & Ad Position.)Impression share – Represents the amount of times you have appeared in search results when you... > Read more

June 14, 2013     |   Posted In: AdWords Tips   |   Comments: 3

The Top 10 Best AdWords Features You're Not Using

The AdWords universe is forever expanding. Sure, some things get changed, demoted or taken away (like Pluto losing its planet status). But new PPC features are always being created, the latest being image extensions for search ads.It’s therefore imperative for PPC professionals to stay on beat with the latest and greatest as their competitors will surely be the ones to try out anything new.

But what about forgotten and hidden Google AdWords features that you’ve never thought of?Here’s an extensive look into the top 10 most underutilized AdWords features and how you can use them to your advantage.1. Above-The-Fold CPM Bidding on the Display NetworkMany studies have been produced regarding above- and below-the-fold ad placement, and it’s widely accepted that above-the-fold ad placemen... > Read more

June 12, 2013     |   Written by: Johnathan Dane   |   Posted In: AdWords Tips   |   Comments: 20

Should I Delete My Low Quality Score Keywords?

When trying to improve Quality Score across the board, it would seem intuitive that eliminating keywords with low Quality Scores would be a step in the right direction. However, blindly deleting all low-quality keywords in your account is not always the best solution.  Think about improving Quality Score the way you would think about eliminating a pest infestation.

If you’ve ever had any problem with pest control, you know that killing off your unwelcome visitors is not enough. In order to implement an effective pest control program, you need to identify the variable sources of the problem and find ways to combat/change them. Why are the pests there in the first place? Is it climate-related? Is it material-related? Do they have a readily available food source? Is there a nest somewh... > Read more

June 11, 2013     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 3
 
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