AdWords Tips Posts from the Internet Marketing Blog
We've written here about some of the things to be aware of with regard to the AdWords opportunities tab, and we've talked in depth about AdWords Campaign Experiments. AdWords recently announced a new feature that enables advertisers to run campaign experiments against AdWords opportunities. This is a really interesting feature combo -- both from a pure functionality standpoint and in thinking about where AdWords is heading, so let's unpack it.
What Exactly Does Opportunities & Experiments Combining Mean?So how does this play out, exactly? Basically all Google's done (from the end-user perspective anyway) is make the campaign experiments functionality visible and available as you're browsing the opportunities Google is presenting you with:(Funny aside: this is the screenshot from the Goo... > Read more
In the past I’ve written extensively about search query mining for negative keywords and new keyword opportunities, and while search query mining is arguably the best use of the search query report, there are other insights worth exploring. Have you ever wondered what search queries were driving your business last year and if they are still contributing this year? Are there new search queries emerging in your market? To answer these questions, you will have to do a year-over-year search query analysis.
While the AdWords interface does allow for date range comparisons down to the keyword level, it loses this functionality at the search term level. We are left with analyzing date range comparisons for search queries in Excel.Getting the right dataThe goal of this analysis is to c... > Read more
Reporting on Multiple 1-Per-Click Conversion Types (Conversion Action Names) in AdWords at the Campaign & Ad Group Level
If you're a PPC software company, one of the best opportunities to add value on top of the AdWords interface is by thinking more about advertiser pain points than Google is able to. Google frequently has to balance features that help their advertisers generate more revenue against features that help Google generate more revenue, and frequently since Google isn't an advertiser, even when they build something that seemingly has optimizing for conversions in mind, they don't always get it quite right for the advertiser.
Just as it's important to realize which new AdWords features aren't necessarily worth implementing, it's equally important to identify gaps in AdWords' feature set and reporting so you can find ways to fill it. Today we'll talk about one of these gaps: reporting on multiple 1-p... > Read more
Do you know the difference between broad match and modified broad match? Are you confident in your ability to use negative keywords to save money without losing valuable traffic? To maximize the profitability of your pay-per-click campaigns, you need to know how and when to use each of the keyword match types offered by Google AdWords.
Our newest white paper, the Complete Guide to AdWords Matching Options, can help you navigate the options. After reading this white paper, you'll have a clear understanding of: The differences between the keyword match types offered in AdWords How, when and why to use each match type to get the best results Using the new modified broad match option for more refined targeting How negative keywords can save you money and raise CTR Best practice... > Read more
If you work at a PPC agency – or simply manage PPC at a large or multi-faceted company – you may find yourself managing multiple AdWords accounts. The added complexities can make your job tricky, and your results may suffer in the process. Below are a few tips to make the management of several client accounts smoother and more efficient.
1. Log Into Each AdWords Account at Least Once a Day PPC can sometimes be unpredictable, and it’s important to make sure that the house isn’t burning down. When managing several Google AdWords accounts, a My Client Center (MCC) account can provide a useful dashboard for getting a quick daily overview of all of them simultaneously. On the MCC dashboard, there is a top-level view of key performance indicators including stats for impre... > Read more
Early this month I came across a blog post over at Vertical Leap about improving AdWords for the advertisers. There were lots of good suggestions in the post, and as you may know I like to make suggestions for AdWords myself. You never know when one of your suggestions will become a reality. I think it’s important to challenge AdWords and help them see things from the advertiser’s perspective.
One of the suggestions from the Vertical Leap post was to allow for the comparisons of date ranges. I thought this was a little odd since this feature is available today in the AdWords interface (very similar to the Google Analytics date range comparison). It’s very easy to overlook new features at the rate AdWords has been pumping them out lately, and I don’t remember AdWords... > Read more
Over the past few weeks, I’ve come across more than one comment or statement about how powerful the AdWords Automated Rules are for bidding and how this could really put pressure on the third-party software companies, be the death of bid management software, etc. I don’t agree. Over at Ad Innovations, Google gives us the example of using Automated Rules for raising your bid (by 20%) based on a keyword’s position (worse than 4).
They also say, “Modify your Max CPC bids based on CTR or conversion rates,” but offer no real direction for how to do this. Brad Libby talked about shooting your eye out with automated rules, which doesn’t sound too profitable. What I haven’t come across is any examples of how to bid intelligently with this new feature. Where are the rules for the Aut... > Read more
If you manage an AdWords account, you know it’s not an 8 to 5 job. You can probably relate to the experience of checking campaign spend every five minutes to make sure you pause a campaign at just the right moment so you don’t exceed your budget. Well, Google has taken another step to solve all of life’s problems with the release of AdWords automated rules.
Automated rules have been out in limited release since December, but the feature is now available on all accounts. This new tool allows you to schedule automatic changes to your accounts. I’m going to go through the basics of using automated rules, so get ready because you are about to have a lot more free time on your hands. What You Can Automate There are currently three types of changes you can automate: Stat... > Read more
Newly Released Google AdWords Optimize for Conversions Ad Setting Now LIVE: What Does it Mean for Your AdWords Campaigns?
I'm always a little skeptical about new AdWords features as you never know who is being presented with a great opportunity when Google rolls out a new feature. But every so often Google rolls something out that seems to be a direct answer to advertiser demand, like: Modified Broad Match AdWords Campaign Experiments (ACE) AdWords Automated Rules AdWords Call Metrics You get the idea: not everything Google does seems to be aimed at maximizing clicks and revenues.
Today we see (what appears on the surface to be) just such a feature. Google is rolling out a new "optimize for conversions" setting for your Google ads. From the AdWords blog: Show ads that are most likely to receive conversions more often Today we're announcing the launch of a new ad rotation setting in AdWords that allows ... > Read more
Three Underused & Hard-to-Find AdWords Features - Impression Share Metrics, Display Ad Builder, Ad Extentions
Another day, another new AdWords feature: today Google introduced Automated Rules. We’ve talked about how to evaluate new AdWords features and whether they’re good for you and your campaign, and the fact that AdWords is cranking out new features at a rapid pace is no secret. Amidst all the noise of new AdWords features it’s important not to get too caught up in trying every single new feature, particularly as there are older features that many advertisers aren’t getting the most out of.
In this post we’ll walk through three such features and how to leverage them in your campaigns. Impression Share Metrics Impression share metrics aren’t a secret to may veteran PPC managers, but they’re an underutilized asset to paid search advertisers. One rea... > Read more