AdWords Tips Posts from the Internet Marketing Blog

Goodbye Google AdWords Regular PLA Campaign Type, Hello Shopping Campaigns

By late August, Google will retire their regular PLA campaign type and switch all product listing ads users to Shopping campaigns. Beta launched in October 2013 and fully rolled out in February, Shopping campaigns have a number of unique features that make them particularly attractive to e-tailers:The ability to browse inventory within the AdWords platform and create product groups using attributes from your data feed.

Custom labels, a way to tag products in your data feed with personalized attributes.Advanced performance measurement, with data segmentation by product or attribute.Aggregate competitive performance data, including the average CTRs and Max CPCs of your competitors.Create and edit with the AdWords API and bulk edit product groups at scale.If you’re selling products, you shou... > Read more

April 03, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

Help! I Raised My AdWords Bids and Got LESS Traffic!

If you’re a reader of this blog, you’re probably familiar with the basics of the Google AdWords auction. You place a bid, you win a position on the page. And the higher your position, the more likely you are to get the click.So…… right?Wrong.If you’re a small business with a limited budget, you’ll need to be smarter than this.

Let’s use a simple example to illustrate why.Related: How to Use Flexible Bid Strategies in AdWordsHow Raising Your Bids Could Lower Your TrafficLet’s imagine this is the universe of possible impressions you could get. It represents searchers who meet all of your criteria: the right search term, the right geography, the right language, and the right time of day.And let’s make a few basic assumptions about your performance:Current Bid: $1.25Current A... > Read more

April 03, 2014     |   Written by: Andy Stefano   |   Posted In: AdWords Tips   |   Comments: 11

Why Google AdWords Certification Doesn't Matter

When was the last time someone told you they were a good driver? Perhaps it was during an attempt to borrow your car for a weekend excursion, or boast their prowess in parallel parking. Do you recall how they backed up their claim? I’d be willing to guarantee they didn’t immediately pull out their wallet to show you their driver’s license.

Why? Because that shiny piece of plastic holds little bearing on their actual capability to drive a car. You’re familiar with this conclusion if you have ever witnessed the exodus of a high school parking lot at 3:00 pm, driven on the 95 into New York City, or tried to merge anywhere in the state of Pennsylvania.The same applies on the streets of Search. If you work in PPC or are looking for a consultant/agency, you might have noticed that an AdW... > Read more

April 01, 2014     |   Written by: Caleb Hutchings   |   Posted In: AdWords Tips   |   Comments: 44

3 Ways Google AdWords Is Adapting for Small Business Advertising

There’s no denying that AdWords has been extremely successful in building an enterprise-level customer base. How else would it have achieved the status of the world’s most popular search marketing platform? Given that it is, by far, the most prominent player in the space at this time, I think it’s fair to speculate that the majority of its enterprise-level clients are highly committed to the advertising platform.

Based on what we’ve seen here at WordStream, these big spenders tend to be actively engaged with their accounts, and their AdWords spend levels remain fairly consistent.These small businesses could use some helpNow that Google has full confidence in its enterprise clients’ stability, I suspect that it is shifting its focus to small business advertising. From my own exper... > Read more

March 24, 2014     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

The Beginner's Guide to Building a Negative Keyword List

When Thomas Edison said, “Opportunity is missed by most people because it is dressed in overalls and looks like work,” he wasn’t talking about negative keywords. While paid search was not among Edison’s various areas of expertise, his words of wisdom most definitely apply to how to run an effective AdWords campaign.

Whether you’re a newcomer to AdWords or have been running PPC campaigns since Google launched the platform in 2000 (with a grand total of 350 customers), you’ve probably given a great deal of thought to which keywords will result in more clicks and higher conversions – not to mention that vacation home in Lake Tahoe you’ve been dreaming about.However, fewer businesses devote as much time and energy to building a negative keyword list, despite the crucial role tha... > Read more

March 04, 2014     |   Written by: Dan Shewan   |   Posted In: AdWords Tips   |   Comments: 11

The AdWords Landing Page Grader: Try Our New Free Landing Page Tool

We consistently hear from our clients and prospects that PPC landing pages are a struggle. There’s so much at stake on the landing page – that’s where your visitor either converts or doesn’t. But you don’t get much help from Google when it comes to landing page optimization. A poor landing page experience affects your Quality Scores as well as your ROI, but it’s tricky to actually figure out what the problem with your page is in AdWords alone.

Given this common pain point, I’m excited to announce the release of WordStream’s brand new landing page tool, the AdWords Landing Page Grader. This tool, now in beta, is the newest addition to the family of free tools WordStream offers small businesses to help them assess and improve PPC performance. And today, I’d like to tell you ... > Read more

February 19, 2014     |   Written by: Ben Kasdon   |   Posted In: AdWords Tips   |   Comments: 3

Why Tracking Conversions for Your PPC Efforts Is a No-Brainer!

Does your business have marketing goals?If the answer is no I hope you have an alternative source of income.If your answer is yes then your business should be tracking conversions.But what is a conversion?One of the most common misconceptions about conversion tracking is that it only works for purchases made online.

In reality, a conversion is any meaningful action completed by a visitor on your website. Something as simple as subscribing to your company blog, downloading a whitepaper, or even viewing an important webpage on your site can be tracked as a conversion.So first, define what actions are meaningful to your business. Perhaps you own a sports camp and visitors who explore your interactive activities map on one of your web page’s tend to be valuable to the growth of your business... > Read more

February 13, 2014     |   Written by: Margot daCunha   |   Posted In: AdWords Tips   |   Comments: 4

Going Unicorn Hunting: The Secrets Behind Ads with 3x the Average CTR

What’s the average click-through rate for a Google AdWords ad? When people ask this question, it’s often because they want to benchmark their own ad CTR’s. Unfortunately, way too many advertisers are content to reach an average click-through rate and leave it at that.We recently held a well-attended webinar packed with crazy techniques you can use to triple your AdWords click-through rate.

Sounds unbelievable, right? It’s not at all – in fact, we walked step-by-step through a process that helps marketers improve their ads to the point they’re performing in the top 1% of all ads across the platform.We’ve had a number of requests for more information on this webinar, so here we go! This post is a monster – use this handy guide to help you get around:What Is a Good CTR?Why Uni... > Read more

February 11, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 11

How to Pass the AdWords Advanced Display Exam & Earn Google Partner Status

We’ve already delved into surviving the AdWords Advanced Search exam, thanks to Margot da Cunha’s post last December, so now let’s take a look at the other advanced exam, Advanced Display. Display seems to be a bit of a great unknown, the dividing line between the hardcore search geeks and the creative, right-brained people who cringe at all the spreadsheets and analysis that accompany search.

It bears mentioning here that 95 percent of people’s online time is spent consuming content, so learning about display (and video) can be a nice upsell to your clients, or it could be a career path you carve for yourself. Here’s an interesting fact: YouTube is the world’s second-largest search engine – and it’s a major component of the Advanced Display exam.Let’s assume you’v... > Read more

February 10, 2014     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 16

AdWords Metrics: How to Make Sense of Your PPC Data

When it comes to the paid search environment I think it’s safe to say that most people are very results-driven. After all, would you really go through all of the effort to build out, optimize, and monitor your AdWords account on a frequent basis if all you got in return was a blank sheet of paper? Of course not – we put the effort into our search campaigns because we expect results, we want to see an outcome, and we need AdWords performance metrics to alert us of our success or failure.

That being said, looking through all of the data that Google provides can sometimes feel like searching for your child in a giant ball pit. In other words, it can be tough to find something meaningful in the chaos.Let’s take a look at some of the AdWords metrics that are going to help you really home i... > Read more

February 06, 2014     |   Written by: Katie Lyons   |   Posted In: AdWords Tips   |   Comments: 1
 
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