AdWords Tips Posts from the Internet Marketing Blog

Google's Broad Match Modifier: Who Should Use It, Why, and How

I’m sure by now that most of you have heard of Google AdWords’ new feature, Broad Match Modifiers (BMM). In short, by adding a simple “+” before a word in your broad match keyword, Google requires that word (or a close variation) to appear in the user’s search query. If you’re not excited, you should be.

This is exactly the type of feature that we advertisers have been asking for and can benefit greatly from. BMM gives us more visibility and control over how we spend our money. (Check out Alan Mitchell’s blog post on using Modified Broad Match and its effect on CTR and CPC if you still need to get pumped up about trying out this new feature.) So who should use this exciting new feature? Anyone who has been afraid to use Enhanced Broad Match (EBM) in the past because it’s ... > Read more

October 27, 2010     |   Written by: Chad Summerhill   |   Posted In: AdWords Tips   |   Comments: 6

Complete Guide to AdWords Matching Options, Part 2

Click here to read Part 1 of our Complete Guide to AdWords Matching Options (covering broad match and modified broad match). Phrase Match The phrase match keyword option offers a much more targeted approach than broad match, but still allows flexibility for Google to match your ads to more queries than your exact keyword phrase.

When using the phrase match option, your advertisement will appear for searches that include your keyword phrase in the correct order, but can still display for queries including additional words. To use the phrase match option in AdWords, enter your keyword phrase in quotation marks. Entering your phrase as “Gel Batteries” indicates to Google that your advertisements should only appear when someone has entered a search term that includes this exact phr... > Read more

October 26, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Complete Guide to AdWords Matching Options, Part 1

Selecting targeted keywords is the first step to setting up a PPC campaign in Google AdWords, but the keyword matching options that you use can also have a large impact on your success. There are five AdWords match types: Broad Match, Modified Broad Match, Phrase Match, Exact Match, and Negative Match.

All keyword match types have advantages and drawbacks, so we'll discuss each in detail to help you choose the most advantageous options for your goals.For our discussion of the different AdWords matching options, we'll use "Gel Batteries" as the example keyword to illustrate how different options affect when your advertisements will be displayed.Broad MatchBroad match is the default matching option for keywords used in your AdWords campaigns. A broad match keyword will be entered as Gel Batt... > Read more

October 25, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

PPC Risk-Taking: Using the AdWords Tools Less Traveled to Increase ROI

This is a guest post by Caleb Levell, a search marketing, SEO and PPC consultant at Hanapin Marketing. His interests include search and social marketing, online collaboration, and social media for business and non-profit organizations. He blogs at PPC Hero and SEO Boy. At the beginning of September, Google AdWords and I were in a relational rut.

Our daily lives together had become monotonous and uninspired. Unfortunately, as much as I’d like to blame Google for our static relationship, the truth is Google was never short on ideas for me to implement into my client accounts. I, on the other hand, was stubborn and already knew what worked best for my accounts. After talking to some colleagues, I have found that this is a common problem among PPC account managers. When managing accounts, we... > Read more

October 19, 2010     |   Posted In: AdWords Tips   |   Comments: 1

Check Out Our Expanded Quality Score Toolkit - Free!

For a while now, we've been offering a free Quality Score Toolkit that rounds up our best resources for marketers looking to learn more about Quality Score. This toolkit includes: A white paper on improving Quality Score by increasing relevance A "Mastering Quality Score" video (a recording of one of our most popular webinars) A Quality Score Cheat Sheet, a one-pager dense with information about Quality Score And we've just added a fourth element that makes this toolkit even more useful for search marketers.

One of our resident PPC experts, Andy Stefano, has put together a Quality Score worksheet that will give you a quick overview of where your AdWords account stands from a Quality Score perspective. Just plug in some key numbers in the first page of the worksheet, and a dashb... > Read more

October 13, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

Do Low-Volume Keywords Always Have Low Quality Scores?

Yesterday, one of our resident AdWords experts, Andy Stefano, led a webinar called "Five Myths About Quality Score." He received the following question from one of the attendees. Below you'll find Andy's answer. Is it possible that some businesses inherently get a low keyword Quality Score because they are in low-volume industries? For example, we are in the horse topical treatment industry – that will never get as much interest as, say, the golf or football industry.

– Jane Here's Andy's response:  Hi Jane,  This is a really interesting question. I think “low-volume” won’t be a determining factor, but “low-interest” might be. Let me explain. I started tackling your question by looking at the data I had access to. I had a sample... > Read more

September 30, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 0

What Is Modified Broad Match?: Using the Broad Match Modifier in PPC

Google recently introduced a new AdWords feature that lets you create keywords that are more targeted than broad match, yet have a greater reach than phrase or exact match. With modified broad match, you put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.

  The words that are not following a (+) sign will trigger ads on more significant query variations. This feature can drive more traffic than phrase or exact match, and attract more qualified traffic than broad match. What are examples of modified broad match phrases? Say your broad match phrase was “red purses.” That phrase could prompt ads on relevant query variations like “red bags,” ... > Read more

August 18, 2010     |   Written by: Christine Laubenstein   |   Posted In: AdWords Tips   |   Comments: 9

How to Exclude an IP Address: AdWords IP Exclusion Tool

Google has an interesting tightrope to walk with their AdWords platform in that they have two central competing interests:They want to make the system intuitive to use and easy for the "tail" of AdWords advertisers to spend money with.They need to continue to make AdWords a profitable channel for the top advertisers, who represent the bulk of the money spent on their platform, and they need to present power users with access to power tools.

To date the way they've handled this is to offer defaults on the front end that encourage spending, with advanced features that help optimize larger spends available but less accessible (which possibly accounts for their alarmingly high client churn amongst small businesses).A great example of this push-spend-in-the-front-intelligent-features-in-the-back... > Read more

August 16, 2010     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 5

How to Determine Maximum CPC in AdWords

If you are a savvy AdWords advertiser, or at least someone who wants more control over your AdWords account, you may want to consider setting maximum cost per click (CPC) for your keywords and keyword groups. AdWords offers automatic bidding for those who aren’t interested in setting their cost per click amounts manually.

But for those of you who are, you can follow these steps to formulate your maximum cost per click:   Our EightSteps to Optimizing AdWords Maximum CPC: Determine Profit Margins Set A Cost Per Acquisition Goal Pricing Strategies Conversion Rates Maximum Cost Per Click Research Traffic Consult First Page Estimates Optimize Your Maximum CPC for Profit 1. For each keyword or keyword group, determine your desired profit margin for each corresponding sale or sales lead... > Read more

April 19, 2010     |   Written by: Christine Laubenstein   |   Posted In: AdWords Tips   |   Comments: 4

AdWords Advantage Online Summit: Advanced PPC Keyword Research

Please join Tom Demers and Larry Kim tomorrow for their AdWords keyword research session at the AdWords Advantage Online Summit.What: Researching & Managing Keywords - The Key to AdWords SuccessWhen: March 24 at 1 p.m. PST (4 p.m. EST)AdWords Advantage is the largest online training summit for marketers looking to master Google AdWords.

AAOS is led by 14 search marketing experts such as Bryan Eisenberg, Mary O'Brien, and David Szetela, and includes training sessions, a comprehensive Google AdWords Guide and expert tips and tricks for mastering Google AdWords.Here's a more detailed description of the session: Effective keyword research and management is the most critical element of Google AdWords success. Do a bad job at keyword research, and everything else – bid manipulation, landin... > Read more

March 23, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1
 
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