AdWords Tips Posts from the Internet Marketing Blog
As with many aspects of AdWords and the other paid search marketing platforms, I find that geotargeting for PPC is easy to do quickly and difficult to do well. In this article we'll walk through a few simple steps for setting up "default" geotargeting options, and then I'll talk through a couple of additional levers that advertisers can pull to both expand and refine their geo targeting reach.
If you're an advanced user already painfully familiar with how to get a new geotargeted campaign up and running via the AdWords interface, I created a handy anchor link so that you can skip ahead to the meatier stuff. Setting Up Geo-Targeting As you create a PPC campaign, you're offered with some initial options for geotargeting: If you already have a campaign set up, you can go to the Campaig... > Read more
When analyzing the performance of your pay-per-click ads, one of the main factors you'll want to concentrate on is click-through rate (CTR). Ads with high CTR are desirable because they drive more traffic to your site in less time. In addition, a high CTR contributes to a good Quality Score, and that helps lower your cost per click.
It's also an indication that you're targeting a relevant, qualified audience, which can improve your conversion rate as well. (Of course you'll want to keep an eye on both metrics and make sure you're not sacrificing one in favor of the other.) Recently I scanned through the ads in our own AdWords account and identified some patterns in the ads with the highest click-through rates. Note that I've changed the examples so I'm not giving away our best creative, bu... > Read more
I'm sure most of you are familiar with Google AdWords Impression Share reporting, now available in your Campaign tab. But how many of you are using the new "Analyze the Competition" tool available in your AdWords Opportunities tab? This new tool adds useful and detailed data for competitive intelligence.
To quote Craig Danuloff over at ClickEquations speaking about AdWords Impression Share data, "Maybe one day Google will share with us Impression Share at the ad group or even the keyword level. Wouldn't that be grand?"Well, not only did Google start offering share of impression data at the ad-group level, they also included categories, sub-categories, and comparisons for CTR, AvgPos, and Clicks. They even have a weird little video to explain exactly how it works:Why aren't we hearing more a... > Read more
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
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
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
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 often find ourselves falling into daily, weekly, and monthly account maintenance routines, and while we are utilizing best practices, we are also missing out on unique and innovative growth opportunities. Typically, any given day or week will include minor – although... > Read more
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
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
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