AdWords Tips Posts from the Internet Marketing Blog
Have you ever done a super-specific search for an obscure item on Google and been shocked to see an ad that is offering—to a tee—exactly what you are looking for? If so, there’s a good chance that the advertiser was using a strategy known as Dynamic Keyword Insertion (DKI). DKI allows you to customize your ad to match the user’s search query, thus creating a more specific, highly targeted ad that perfectly matches the searcher’s intent.
To do this, the advertiser can create a generic ad that contains the dynamic keyword insertion formula. When Google serves this ad, it will substitute the keyword that triggered the auction for the formula in the ad.For example, if an advertiser implemented the ad text above and their ad was triggered by the search term “german chocolate cupcake... > Read more
I’m sure by now many of you have at least heard of Google’s Flexible Bid Strategies (or read Larry’s blog post on the Top 10 AdWords Features of 2013), which was announced in May of last year. Google created these strategies to help advertisers make more sense of their bidding and spend less time trying to figure out what to do.
However, most are struggling to see what the benefits are, how and where to use them, and how to measure success. In this post, you'll learn what they are, the different types of flexible bid strategies, and how to make them work for you.What are Flexible Bid Strategies?Flexible bid strategies automatically set bids to optimize for certain goals across set campaigns, ad groups and keywords.Once you have created a strategy, it will be shared in your Share... > Read more
Do Google’s Shopping campaigns (the new version of Product Listing Ads) work? My answer 100 out of 100 times would be yes! The results speak for themselves, but simply, what advertiser wouldn’t want to see metrics and bid at the specific product level??? I’ve worked with accounts that have super-segmented product feeds and accounts that aren’t segmented at all.
The results will vary account to account, industry to industry.For me the biggest asset with Shopping ads is clarity. You can now see everything you need to manage a PLA campaign almost as if it were a regular search campaign. You can see which specific products are accumulating the most spend, you can see which products are converting and for how much. You have the power to manage PLAs like you do keywords (minus match type... > Read more
All sorts of silly rumors were circulating earlier week suggesting that Google is going kill off all search query data from paid search and that third party tools providers like WordStream are going to be slammed. Unfortunately the reporting on this issue has been light on facts and heavy on speculation.
In this article I'll explain exactly what is is changing here -- the short answer is: not a heck of a lot.Are The Rumors True? Is Paid Search Query Dead?No. not even close. If you used paid search query data to do campaign optimizations, you can still access all of that data from within the Search Terms Report in AdWords just as you have done in the past. Not convinced? The easiest way to disprove this rumor is to log into your AdWords account and view your search query data for yourself. ... > Read more
Here in Boston, we finally had a day that one could call “Spring-like.” It was warm (a whole 52 degrees!), people were walking around without jackets, and there was a general feeling of “I really hope we are done with the snow” filling the air.Ah, spring!Along with this, a number of my clients are cleaning up their AdWords accounts and getting ready for the spring and summer months ahead.
For some industries, nothing really changes when the temperatures go up, but for a lot of seasonal businesses and merchants, there is plenty of updating to do within their accounts.So here are my top five ways to make sure your AdWords account is ready for spring!Out with the Warm and In With the … Skimpy?A few of my clients sell different types and styles of clothing. In the fall and winter, we... > Read more
Ad text relevancy is important to keeping your audience engaged, and in some cases can dramatically improve key metrics like click-through rate (CTR). Whether it’s advertising your latest promotion, lowest sale price, or resonating with an audience interested in up-to-date stock prices, there are many scenarios when switching up your ad text is not only valuable but imperative.
Constantly updating ad text has its challenges. Keeping up with these updates can be time-consuming, especially for large accounts. Additionally, ad text updates are not always timely as they need to go through the Google review process which can take up to 24 hours. When a last-minute promotion only lasts a day, the update to your ad text can become moot as it may never reach the SERP. A great workaround to update... > Read more
To the uninitiated, the Google Display Network can be more than a little intimidating. Despite the vast potential of the GDN to expand AdWords advertisers’ reach, the costs and time management involved in running a GDN campaign put many people off, particularly small businesses with limited paid search budgets.
For these reasons, Google launched its latest hybrid campaign type, Search Network with Display Select (SNDS), in November 2013. SNDS campaigns are the ideal way for AdWords advertisers to take their first steps into the world of display, and WordStream’s Director of Search Engine Marketing Rich Griffin sat down with Google’s Katie Hamilton in a Google Hangout on Air to dive deeper into what SNDS campaigns can do for advertisers.In the Hangout, Katie and Rich cover topics inclu... > Read more
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
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
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