AdWords Tips Posts from the Internet Marketing Blog
Last month we shared two simple reports that could save you thousands in wasted AdWords spend: search partner performance and device performance. These types of reports are great for small and medium-sized businesses because (once you know they exist) they only take a few minutes to pull, and they can give you quick insight into a dimension of your campaign you may be altogether neglecting.
Today we’ll walk through two more easy to pull reports that could uncover thousands in potential savings: the placement report and the audience report.Quick Win #1: The Google AdWords Placement ReportThe AdWords search query report is frequently talked about on PPC blogs like this one (we did a whole series on search query mining, for instance), but placement reports get less coverage, and subsequently... > Read more
This is the third and final post in a series on the Google AdWords Audience tab. In the first post in the series, we walked through what an AdWords audience really is and the types of audiences you can target and in the second post we focused on the reporting options available via the audience tab and what you can do with the data.
In this post we’ll focus on best practices for creating specific types of audiences within the AdWords interface for your Google AdWords display campaigns.What Audiences Can You Create?Before you can create strategic audiences you need to understand what characteristics can make up an AdWords audience. In creating the audiences that live within the audience tab, there are two core types of segments you can target:Specific Category InterestsThis is an option to ... > Read more
These common pay-per-click (PPC) advertising mistakes are easily avoided, but nonetheless, we see them over. and over. and over. again. These mistakes hurt your click-through rate (CTR), Quality Score, and return on investment (ROI). Are you making these mistakes in your own PPC campaigns?Mistake #1: Not Monitoring Your Search Query ReportBroad match is the default keyword match type in AdWords, and it’s the default type for most PPC marketers, too.
Unfortunately, many advertisers don’t realize just how “broad” broad match really is. Take these ads triggered by a search for “piano bench”:It looks like The Bench Factory and JCPenney are bidding on the keyword “bench” using broad match; Lighting Universe is probably bidding on “piano lamp.” In both cases, Google thinks th... > Read more
This is the second post in a series on the Google AdWords Audience tab. In the first post in the series, we walked through what an AdWords audience really is and the types of audiences you can target. In this post we’ll focus on the reporting options available via the audience tab and what you can do with the data.
Why Wouldn’t My AdWords Audience Reports Show?Before you can determine what to do with your audience reporting data, of course, you need to actually have the data. Many accounts will show something like this:If you haven’t already created and targeted a specific audience, you’ll be presented with the message above (“There are no targets in this campaign”). Similarly, if you’ve chosen the specific targeting method within campaign settings under network setting option... > Read more
This is the first post in a series on the Google AdWords audience tab. In this post, we’ll focus on the topic of how Google defines an “audience” as it pertains to AdWords display campaigns, and some of the strategic ways you can make use of audiences within your display campaigns.What Constitutes an AdWords Audience?An audience within AdWords is a means of segmenting or targeting your display campaigns.
With audiences you can do either of two options:Target all audiences and adjust bids for different audience typesTarget only specific audiences and exclude others (using audiences as a targeting mechanism in the same way you would placements, keywords, or other means of targeting specific visitors or searchers)What Types of Audience Can We Target?The actual “audiences” or segment... > Read more
Recently we’ve been running a series of in-depth guides to various parts of the AdWords interface. So far, we've covered:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsIn the coming days here on the blog we’ll be continuing with this series, focusing next on the Google AdWords Audience tab.
Display ads are now an over $5 billion dollar business for Google and growing rapidly, and understanding how to leverage tools like audiences within your AdWords display campaigns can be a powerful means of driving large amounts of targeted traffic. For that reason, we’ll walk through the audience tab and cover:What is an “AdWords audience”?How can you leverage the reporting data in the audience tab to help optimize your... > Read more
This is the fifth and final post in our series on creating and analyzing Google AdWords ads. In the previous four installments we’ve covered:Creating a Google AdWords Text AdCreating a Google AdWords Image AdUsing the Google AdWords Display Ad BuilderCreating Google AdWords Video Ads & Mobile AdsThis post will focus on analyzing the AdWords ads you’ve created.
How to Analyze Your Ads within the Google AdWords InterfaceIf you’re looking to evaluate the performance of your ads, an obvious first step is to take a look within the AdWords interface to see how ads are performing. Here you can do things like customize date ranges, look at cost, click, impression, and conversion data, and quickly make changes to your ads:This is a very useful view and interface if you’re optim... > Read more
The Industries that Spent the Most on AdWords and What It Tells Us About the State of the US EconomyOn the heels of Google’s “disappointing” earnings announcement last Thursday – they generated a whopping $37.9 billion in revenues in 2011 – we conducted our own analysis to determine the top 10 industries that spent the most money on Google advertising last year.
The results are summarized in our Google revenues infographic, also shown below (click the image to enlarge).Google AdWords Revenue:Top 10 SpendersRevenue DataRevenue SourcesGrow Your Business With PPCWe think that the results of our analysis reveal some surprising insights into the current state of the US economy – read on for more commentary.The Top 10 Industries that Spent Big on Google AdWords in 2011Finance & I... > Read more
This is the fourth post in a series on creating and analyzing Google AdWords ads. Previously in the series we’ve covered a variety of topics related to AdWords ads:How to Create a Google AdWords Text AdHow to Create a Google AdWords Image AdHow to Use the Google AdWords Display Ad BuilderIn today’s post, we’ll be focusing on how to create video ads and mobile ads via Google AdWords.
Creating Video Ads with Google AdWordsThe first step to creating a video or mobile ad is very similar to the way you would create an image or text ad. Go to the Ads tab and select “Video ad” or “WAP mobile ad” from the “New ad” dropdown menu:We’ll start with video ads. The first choice you’re presented with is selecting a video ad template:The templates include:YouTube Promoted Video Templa... > Read more