AdWords Tips Posts from the Internet Marketing Blog
What big brands are able to do with their enormous marketing budgets is inspiring – though sometimes it mostly inspires jealousy. The typical small business can’t sponsor the Olympics or get an ad spot during the Super Bowl. You have to tinker around with more accessible campaigns that cost less but typically have smaller reach as well.
PPC is an example of an incredibly accessible marketing channel – it’s being exploited by tiny one-man shops and huge multinational corporations alike. But how much better is a big-brand PPC ad than an SMB ad – if at all? Is it like comparing the latest Pepsi commercial to what your local furniture store puts together?Let’s look at five big-brand AdWords ads and see what they do well and what they could do better.(More: Dear eBay, Your Ads Don't ... > Read more
Creating Quality PPC Landing PagesYou can have an SEM account with hundreds of thousands of keywords that each have fantastic click-through rates (CTR) but without quality landing pages, you will never fully optimize your CPA and never reach your true money-making potential.Landing Page Layout via UnbounceI have put together some guidelines to help you create the best PPC landing pages for your AdWords account.
New! Try WordStream's FREE Landing Page Grader1. Establish your goals.The first step in creating quality landing pages is to establish your marketing goals to decide what you are trying to accomplish. Do you want sales, form fills, mailing list registrations, sign ups, etc.?Once you have established what you are trying to accomplish with your campaigns and ad-groups, do some competit... > Read more
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
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
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
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
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
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
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