AdWords Tips Posts from the Internet Marketing Blog
When Thomas Edison said, “Opportunity is missed by most people because it is dressed in overalls and looks like work,” he wasn’t talking about negative keywords. While paid search was not among Edison’s various areas of expertise, his words of wisdom most definitely apply to how to run an effective AdWords campaign.
Whether you’re a newcomer to AdWords or have been running PPC campaigns since Google launched the platform in 2000 (with a grand total of 350 customers), you’ve probably given a great deal of thought to which keywords will result in more clicks and higher conversions – not to mention that vacation home in Lake Tahoe you’ve been dreaming about.However, fewer businesses devote as much time and energy to building a negative keyword list, despite the crucial role tha... > Read more
We consistently hear from our clients and prospects that PPC landing pages are a struggle. There’s so much at stake on the landing page – that’s where your visitor either converts or doesn’t. But you don’t get much help from Google when it comes to landing page optimization. A poor landing page experience affects your Quality Scores as well as your ROI, but it’s tricky to actually figure out what the problem with your page is in AdWords alone.
Given this common pain point, I’m excited to announce the release of WordStream’s brand new landing page tool, the AdWords Landing Page Grader. This tool, now in beta, is the newest addition to the family of free tools WordStream offers small businesses to help them assess and improve PPC performance. And today, I’d like to tell you ... > Read more
Does your business have marketing goals?If the answer is no I hope you have an alternative source of income.If your answer is yes then your business should be tracking conversions.But what is a conversion?One of the most common misconceptions about conversion tracking is that it only works for purchases made online.
In reality, a conversion is any meaningful action completed by a visitor on your website. Something as simple as subscribing to your company blog, downloading a whitepaper, or even viewing an important webpage on your site can be tracked as a conversion.So first, define what actions are meaningful to your business. Perhaps you own a sports camp and visitors who explore your interactive activities map on one of your web page’s tend to be valuable to the growth of your business... > Read more
What’s the average click-through rate for a Google AdWords ad? When people ask this question, it’s often because they want to benchmark their own ad CTR’s. Unfortunately, way too many advertisers are content to reach an average click-through rate and leave it at that.We recently held a well-attended webinar packed with crazy techniques you can use to triple your AdWords click-through rate.
Sounds unbelievable, right? It’s not at all – in fact, we walked step-by-step through a process that helps marketers improve their ads to the point they’re performing in the top 1% of all ads across the platform.We’ve had a number of requests for more information on this webinar, so here we go! This post is a monster – use this handy guide to help you get around:What Is a Good CTR?Why Uni... > Read more
We’ve already delved into surviving the AdWords Advanced Search exam, thanks to Margot da Cunha’s post last December, so now let’s take a look at the other advanced exam, Advanced Display. Display seems to be a bit of a great unknown, the dividing line between the hardcore search geeks and the creative, right-brained people who cringe at all the spreadsheets and analysis that accompany search.
It bears mentioning here that 95 percent of people’s online time is spent consuming content, so learning about display (and video) can be a nice upsell to your clients, or it could be a career path you carve for yourself. Here’s an interesting fact: YouTube is the world’s second-largest search engine – and it’s a major component of the Advanced Display exam.Let’s assume you’v... > Read more
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
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
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
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
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