AdWords Tips Posts from the Internet Marketing Blog

Google Caves on Ad Group–Level Mobile Bids

Earlier this week Google announced some upcoming changes to Enhanced Campaigns. Soon, advertisers will be able to set mobile bid adjustments at the ad group level:To provide more control and precision over bids in an enhanced campaign, advertisers will soon be able to set a mobile bid adjustment at the ad group level.

This functionality will be available to all advertisers in mid-May. We think this may be useful if you’ve been operating large scale campaigns and found that your optimal bids for some keywords would require significantly different mobile bid adjustments within an enhanced campaign.When Google originally announced the shift to Enhanced Campaigns, mobile bid adjustments were only available at the campaign level, a detail that AdWords power users were especially unhappy about... > Read more

April 12, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 1

Bid Adjustments: How Do They Work? The Math Behind Combined Bid Adjustments

Google’s Enhanced Campaigns are here, and with them came new bid adjustments. While they may seem straightforward at first, bid adjustments can get a bit tricky when they are applied together. For example let’s say you have three bid adjustments set at -60%, +20%, +30%. Google combines those to reach an overall adjustment of -38%.

What’s the math behind how Google comes up with that final adjustment? Is it a miracle?Google does provide a calculator that allows you to select your adjustments from a drop-down menu to see how they are applied together, as shown below (click the image to enlarge):But being a PPC nerd, I wanted to understand the math myself. Let’s break it down.One Bid AdjustmentWhen one bid adjustment is set, that’s the amount the bid will be adjusted when the condit... > Read more

April 09, 2013     |   Written by: Phil Kowalski   |   Posted In: AdWords Tips   |   Comments: 6

Bing Says AdWords Enhanced Campaigns Not in Customer's Best Interest

In a bid to capitalize on widespread discontent and outrage in the SEM community over Google AdWords enhanced campaigns, Bing today reiterated their view that EC’s are essentially a bad move and indicated that they will not be following Google’s lead as far as their product development efforts are concerned.

Bing Champions “Advertiser Choice,” Implies that Google Doesn’t CareWhile Bing’s announcement itself is pretty straightforward, they used a 1200-word blog post to indict Google of not providing “advertiser choice.”The blog post enumerates a litany of complaints that have been leveled against Google in recent months, including the notion that:Bundling of tablet and desktop advertising as a single target is worrisome given that there is research that shows tablets convert ... > Read more

April 05, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

Dynamic Remarketing Ads: The Future of Google Remarketing

Google’s new dynamic remarketing feature – currently in beta – is hands down the best release from Google I’ve seen in a long time. As far as I’m concerned, this will be a MUST DO for all e-commerce websites that are advertising with Google.I’ve recently had the opportunity to try out the new dynamic remarketing ads, and in this post, I’ll explain how they work, why they’re better than traditional remarketing, and why you should care.

Google Remarketing: The Old WayFor any e-commerce website, it is becoming more and more important to have a Google Merchant Account set up. Merchant accounts are becoming extremely valuable within AdWords, as they feed your PLAs (Product Listing Ads, soon to be replaced with Google Shopping Campaigns), Product Extensions, and now your remarketi... > Read more

April 01, 2013     |   Written by: Tony Testaverde   |   Posted In: AdWords Tips   |   Comments: 33

The Mystery of Quality Score

Quality score can be confusing, there’s no doubt about it. Many different factors can affect it, and it can be difficult to determine how to influence it. It’s also in a state of constant evolution, so every time you think you have it down pat, think again. There’s no need to pull your hair out though – I am going to show you what you need to focus on to start seeing more 10’s in your account!(More: Revisiting the Economics of Quality Score: Why QS Is Up to 200% More Valuable in 2013)Google defines its Quality Score using the following components:Past click-through rate (CTR) of a keywordPast CTR of a display URLAccount history (overall CTR for ads and keywords)Landing page qualityRelevance of keywords to adsRelevance of keywords to search queriesGeographic performancePerformance... > Read more

March 29, 2013     |   Written by: Billy McCaffrey   |   Posted In: AdWords Tips   |   Comments: 2

Revisiting the Economics of Google Quality Score: Why QS Is Up to 200% More Valuable in 2013

Just over 4 years ago, Craig Danuloff at Click Equations wrote an article called “The Economics of Quality Score” that provided a simple model to determine the value of Google Quality Score in your AdWords account.We all know the value of Google's Quality Score in a high-level sense – Quality Score plays an important role in determining your Ad Rank, which is how Google determines the position in which your ad appears, which in turn determines the amount of exposure and clicks your ads will receive.

We also know that Quality Score plays a very important role in determining how much you’re charged per click. A now famous video by Hal Varian, Google’s Chief Economist, helped clarify this point – that your cost per click is calculated using the formula: Ad Rank of the ad below your... > Read more

March 26, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 10

The PPC Toolbox, Part 1: Tracking, Bulk Editing, and Keyword Expansion

Like any good carpenter, as a PPC manager you need to have a number of tools available to you in order to get the job done and done right. Through the years, I have come to find a number of different PPC tools to help in a variety of different areas, from competitor analysis to setting up conversion and analytics tracking.

Here are some of my favorites!PPC Tools for Setting Up Analytfics and Conversion TrackingGoogle Analytics URL Builder: One of the most time exhausting tasks is setting up Bing in order to properly track it in Analytics – you have to go in and add the special coding to the ad (or even keyword) destination URLs. Google offers a simple tool that allows you to fill in a few fields and then spits out a full URL with Analytics codes added! Just change the destination URL to ... > Read more

March 25, 2013     |   Written by: Randi Lucius   |   Posted In: AdWords Tips   |   Comments: 2

'What Do Those Plus Signs Mean?' Modified Broad Match for Beginners

Almost every week a client asks me, “What do those plus signs mean?” and I am constantly reminded that even though this keyword match type is fairly common, there are still a lot of people who have no idea it exists.If you haven’t caught on yet, this match type is known in AdWords as the Broad Match Modifier, but it is more commonly and widely known as simply Modified Broad.

People tend to shy away from using this match type because they don’t understand what it means or how it works. It can also be a time-consuming task to add the plus signs to each of those keywords you want to switch, but in the long run, this match type can be a big help to your account.Essentially the idea is that whatever keyword you put the plus sign in front of is a “modifier” to the broad match keyword... > Read more

March 22, 2013     |   Written by: Lisa Wilkinson   |   Posted In: AdWords Tips   |   Comments: 9

AdWords' Trick to Click Policy: Can You Use the Words 'Click Here' in Display Ads?

Recently I had a heated argument with one of our clients about using the word “click” in Google AdWords display banner ads. There are many questions about inappropriate language on Google AdWords, especially for banner or flash ads. Most advertisers take unnecessary precautions because they are worried that the design will be disapproved by the Google Policy Team.

Google prohibits advertisers from using the word “click” or “click here” as a call to action in text ads, which is clearly stated on the Google Policy Page under “Inappropriate language”:The words “click” or “click here” could be easily replaced in these text ads by the words follow, see, check, find etc.However, as a Paid Search Strategist at WordStream, I receive a lot of questions when it comes to a ban... > Read more

March 20, 2013     |   Written by: Sergey Rusak   |   Posted In: AdWords Tips   |   Comments: 5

Dear eBay, Your Ads Don't Work Because They Suck

 Does Google AdWords work? There’s a story making the news this week about how eBay supposedly wasn’t able to make paid search work for them so they stopped using Google AdWords. Ray Fisman, who wrote up the study for Harvard Business Review, said “Their findings suggest that many paid ads generate virtually no increase in sales, and even for ones that do, the sales benefits are far eclipsed by the cost of the ads themselves.

”I couldn’t help but laugh when I read this, and I’m sure many of you did as well, because it’s pretty well-known within the search engine marketing community that eBay is the butt of many jokes when it comes to adopting advertising best practices.eBay is probably the world’s biggest abuser of an ad writing tactic in AdWords known as Dynamic Keywor... > Read more

March 13, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 67
 
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