AdWords Tips Posts from the Internet Marketing Blog

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

Search Network with Display Select: Should You Use AdWords' New Campaign Type?

You may remember that in early November 2013 Google rolled out a new AdWords campaign type called “Search Network with Display Select.”For advertisers, we now have a serious option to consider when debating the merit of running a combination search and display network campaign. In the past, we were able to simply combine both the entire search and display networks into one “hyper” campaign.

This presented a unique opportunity to seriously expand your reach and generate potentially valuable impressions, clicks and conversions across a broad range of web assets.The results, however, usually were not that great. I can corroborate this. Rarely do I see accounts that actually use this combination campaign type, and when I do, I recommend splitting up campaigns based on their network tar... > Read more

February 05, 2014     |   Written by: Jeff Stevens   |   Posted In: AdWords Tips   |   Comments: 6

Hacking AdWords: Winning at AdWords the Weird Way

As search marketers, we spend a lot of time analyzing crazy SEO algorithms (hello, Panda and Penguin) and constantly trying to reverse-engineer ranking factors in an attempt to increase our organic rankings.Yet when it comes to paid search, there's not nearly as much research, despite the fact that PPC, like SEO, is largely driven by an algorithm (Quality Score) which determines ad position, cost per click and many other factors.

By understanding how Quality Score works, AdWords can be cracked.In my article today, I'll quantify the impact of Quality Score on your cost per click and cost per conversion. I'll also explain to you (mathematically!) how Google calculates your Quality Score. Finally, I'll share my three best tips on how to raise your Quality Scores, all in an effort to help you h... > Read more

January 29, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 31

How Your AdWords Daily Budget Works With Ad Scheduling

AKA, How to Keep Google from Turning Your $500 Budget into $600 in SpendTake a look around any Google help forum and you’ll likely see questions about how AdWords budgeting works. They usually come from advertisers who’ve run over their monthly ad budgets for lack of understanding of this topic. I have to admit, I was one of those advertisers.

I would have felt a lot of embarrassment about my past mistakes if not for the fact the Google help experts had to do some double-checking of their own on it—that’s how (intentionally?) confusing this topic is.Most, if not all, advertisers use monthly budgets. Of course, AdWords runs on daily budgets. The way you work within this environment depends on whether or not your campaign runs every day of the month.With full confidence intact, let’... > Read more

January 20, 2014     |   Written by: Brad McMillen   |   Posted In: AdWords Tips   |   Comments: 10

How to Get New Clients: Top 6 Tips from Successful PPC Agencies

For up-and-coming digital marketing agencies, finding new customers can be a challenge. In fact, this seems to be an ongoing struggle for many of the smaller agencies that I work with. These businesses walk a fine line when it comes to prospecting clients; not only do they need to find advertisers who want to work with them, they also need to verify that these accounts are a good fit for their PPC managers—not an easy feat!I have a soft spot for up-and-coming agencies, so I made it my mission to find the top ways that successful PPC agencies get new clients.

To develop this list, I turned to a seasoned group of experts, many of whom work for, own, or consult to SEM agencies. Participants included Aaron Levy, Andrew Lolk, Andy Groller, Anisha Dattani, Bethany Bey, David Szetela, Ginny Marv... > Read more

January 16, 2014     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 27

Live Webinar: Totally Insane Techniques Guaranteed to 3X Your CTR

This might hurt a little – apologies, but I promise it will feel better in the long run. Coming to terms with this important realization is the first step in your PPC recovery. Are you ready for it?You’re doing PPC wrong.I know that’s frustrating to hear; if you’re like most SMB marketers, you think you’re already doing everything you can to better manage your paid search campaigns.

I hate to break it to you, but if you’re following conventional wisdom and managing your account in the same way you and every one of your competitors has been for the last several years, you’re throwing money out the door.In an upcoming webinar, I’m going to show you how to break free of the mold the vast majority of PPC marketers have trapped themselves into.You’re throwing out your 1% CTR a... > Read more

January 15, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 9

YouTube Remarketing: Why & How to Try Remarketing with YouTube Videos

Why just market … when you can remarket?!We recently shared The Complete Guide to AdWords Remarketing Best Practices – but it wasn’t 100% complete because it didn’t cover remarketing with YouTube videos.Using YouTube videos is the next step in the evolution of remarketing. As Google continues to try and make searching (and advertising) a more visual and interactive experience, video ads are primed to fill this void.

Remarketing with YouTube videos will allow you to:Grab your potential customer’s attention and explain to them why your product is beneficial.Step outside of the 70-character limit of conventional text ads and push beyond the dull, static nature of image ads.Connect more directly with customers by explaining and demonstrating your product or service in a 30-second cli... > Read more

January 15, 2014     |   Written by: Chris Panetta   |   Posted In: AdWords Tips   |   Comments: 3

Bid Optimization: Getting Started with Bid Optimization in AdWords

Bid optimization can require quite a bit of time and attention, but it is a critical process for any successful AdWords account. In terms of how to start monitoring performance and analyzing data to manage your bids, it’s tough to know where to begin. In this post, I’ll break down the essentials of PPC bid optimization into digestible little pieces for you.

We’re here to help you start taking the baby steps that are key to managing your bids easily and effectively!Getting Started: PPC Budgeting and First-Time BidsBreaking it Down: Identifying Budget and ScaleBefore you even think about bidding, you’ll want to figure out how much money you’d like to spend. Your daily/monthly/annual budget is a critical part of your PPC strategy so take the time to start on the right foot.When you... > Read more

January 08, 2014     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 2

Need a PPC Audit? Get a Fast, Free PPC Audit with AdWords Grader Plus

January is the traditional time to take stock of your life, assess what’s missing, and set new goals. Chances are, your PPC account could use the January treatment. The holidays are over, you’re back from vacation, and your AdWords account is probably as messy as your kitchen, or as bloated as … never mind.

The point is, it’s time for a PPC audit – you need to benchmark where you’re at so you know where to focus your efforts in the new year.Two years ago, we created the AdWords Performance Grader to help advertisers audit and analyze their Google AdWords accounts. It’s basically the fastest, easiest, and by far the cheapest (you can’t get cheaper than free) way to audit your PPC account. You link the tool up to your AdWords account through a 100% secure OAuth connection (on... > Read more

January 07, 2014     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 0

Guide: How to Use Google AdWords for Apartment Marketing

As the marketing director for Rentping Media, a marketing agency that focuses exclusively on the apartment industry, I have had the unique opportunity to optimize our PPC strategy across hundreds of apartment communities in over 20 states for the last couple of years. Through a lot of trial and a lot of error, our agency has honed a very precise strategy for apartment marketing that takes into account the unique challenges of apartment marketing.

In this article, I wanted to provide background insight into why marketing for apartments on AdWords has its own set of idiosyncrasies, as well as the top five performance tweaks to make your apartment campaigns extremely effective.The Unique Challenges of Apartment MarketingWhen your product is an apartment, you inherently have different challenge... > Read more

January 06, 2014     |   Posted In: AdWords Tips   |   Comments: 5
 
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