AdWords Tips Posts from the Internet Marketing Blog
If you’re looking to boost your paid search performance without working late in the office all summer or increasing your budget, try utilizing Ad Extensions. Not only do they require minimal set-up time, they are displayed at no additional cost.It can be tough to decide which extensions to focus on, so I’ve created a cheat sheet to help you decide which ones will work best for you:Sitelink ExtensionsWhat are they? As you can see above, Sitelink Extensions allow you to promote additional landing pages below your standard ad text.
Applying a few more lines to your ad gives you more real estate on the SERP, helping your ad to stand out against your competition. Sitelinks also give the searcher an opportunity to go to a more specific page on your site. For example, in the ad above, t... > Read more
Over the past six months or so, I’ve been conducting an informal survey before all of my PPC webinars. I ask attendees to tell me how much time they spend doing PPC every week, as well as which task is the biggest time sink in PPC management. For the first question, answers vary from less than an hour up to 40 hours a week.
For the second, they’re a bit more consistent. I averaged the answers from the past several webinars and found that PPC managers find keyword research to be the single biggest time sink in PPC (wow, you guys really spend a lot of time on keyword research). This was followed closely by reporting and analysis:Why do advertisers spend so much time on PPC reporting? Because the available PPC reporting tools are often too complex. You go into AdWords or Analytics to chec... > Read more
There is an age-old argument about structuring your account based on the match type of the keywords in each ad group. Should you add all keywords on exact, phrase, and broad (and don’t forget modified broad)? What is the right way to do it? If there are so many ways to structure, how do you choose? These are all questions that, so far, I haven’t seen definitive answers to.
Everyone seems to have an opinion on how to structure an account – do this, don’t do that, add this, follow this best practice, etc. But who is right?Hard evidence seems to be lacking for one view or another, but is adding all these match types ever necessary? If you have a keyword on a broad match type, why do you need phrase and exact? Aren’t you already getting enough traffic? And this is where the problem l... > Read more
Enhanced Campaigns Are Here! Wait … Am I Making More Money?When switching to Enhanced Campaigns – which will be required for all AdWords users within the next few months – I would advise all advertisers and managers to remember that any drastic changes that happen quickly and suddenly are most likely to go poorly.
While there is certainly cause for excitement surrounding the ability to control bids at a targeting level, I would implement any of these changes at a gradual pace as opposed to all at once. Every account is different, but don’t go nuts implementing a ton of geographic and device bidding all at once – you could quickly lose control of the account. Unless your account is totally upside down, I would try to roll out advanced bid changes throughout the summer at a slow pa... > Read more
AdWords has just rolled out AdWords Keyword Planner, a new tool that combines two of the most popular existing AdWords tools, the Google Keyword Tool and the AdWords Traffic Estimator, and adds to it a wizard-like integrated workflow to guide users through the process of finding keywords for creating new Ad Groups and/or Campaigns.
I’m guessing that at some point in the future, the AdWords Keyword Planner may replace the Google Keyword Tool and AdWords Traffic Estimator – tools which have been in service for over 10 years and are widely used for both PPC and SEO. So if you’ve used either tool in the past, take note here – your process is probably about to change!Getting Started With AdWords Keyword PlannerThe AdWords Keyword Planner supports three key use cases:Search for keyword an... > Read more
What big brands are able to do with their enormous marketing budgets is inspiring – though sometimes it mostly inspires jealousy. The typical small business can’t sponsor the Olympics or get an ad spot during the Super Bowl. You have to tinker around with more accessible campaigns that cost less but typically have smaller reach as well.
PPC is an example of an incredibly accessible marketing channel – it’s being exploited by tiny one-man shops and huge multinational corporations alike. But how much better is a big-brand PPC ad than an SMB ad – if at all? Is it like comparing the latest Pepsi commercial to what your local furniture store puts together?Let’s look at five big-brand AdWords ads and see what they do well and what they could do better.(More: Dear eBay, Your Ads Don't ... > Read more
Creating Quality PPC Landing PagesYou can have an SEM account with hundreds of thousands of keywords that each have fantastic click-through rates (CTR) but without quality landing pages, you will never fully optimize your CPA and never reach your true money-making potential.Landing Page Layout via UnbounceI have put together some guidelines to help you create the best PPC landing pages for your AdWords account.
New! Try WordStream's FREE Landing Page Grader1. Establish your goals.The first step in creating quality landing pages is to establish your marketing goals to decide what you are trying to accomplish. Do you want sales, form fills, mailing list registrations, sign ups, etc.?Once you have established what you are trying to accomplish with your campaigns and ad-groups, do some competit... > Read more
Earlier this week Google announced some upcoming changes to Enhanced Campaigns. Soon, advertisers will be able to set mobile bid adjustments at the ad group level:To provide more control and precision over bids in an enhanced campaign, advertisers will soon be able to set a mobile bid adjustment at the ad group level.
This functionality will be available to all advertisers in mid-May. We think this may be useful if you’ve been operating large scale campaigns and found that your optimal bids for some keywords would require significantly different mobile bid adjustments within an enhanced campaign.When Google originally announced the shift to Enhanced Campaigns, mobile bid adjustments were only available at the campaign level, a detail that AdWords power users were especially unhappy about... > Read more
Google’s Enhanced Campaigns are here, and with them came new bid adjustments. While they may seem straightforward at first, bid adjustments can get a bit tricky when they are applied together. For example let’s say you have three bid adjustments set at -60%, +20%, +30%. Google combines those to reach an overall adjustment of -38%.
What’s the math behind how Google comes up with that final adjustment? Is it a miracle?Google does provide a calculator that allows you to select your adjustments from a drop-down menu to see how they are applied together, as shown below (click the image to enlarge):But being a PPC nerd, I wanted to understand the math myself. Let’s break it down.One Bid AdjustmentWhen one bid adjustment is set, that’s the amount the bid will be adjusted when the condit... > Read more
In a bid to capitalize on widespread discontent and outrage in the SEM community over Google AdWords enhanced campaigns, Bing today reiterated their view that EC’s are essentially a bad move and indicated that they will not be following Google’s lead as far as their product development efforts are concerned.
Bing Champions “Advertiser Choice,” Implies that Google Doesn’t CareWhile Bing’s announcement itself is pretty straightforward, they used a 1200-word blog post to indict Google of not providing “advertiser choice.”The blog post enumerates a litany of complaints that have been leveled against Google in recent months, including the notion that:Bundling of tablet and desktop advertising as a single target is worrisome given that there is research that shows tablets convert ... > Read more