AdWords Tips Posts from the Internet Marketing Blog
When talking to people who are new to SEO and PPC, one thing I often caution them about is not to get bogged down by information overload. There is a remarkable amount of content to consume pertaining to search marketing, but much of it is:Good but redundantUnique but not really applicable for many peopleHigh-quality, but too advanced for beginnersMisinformationAs a result I really like to introduce people to a very short list of two to four authoritative resources on a subject so that they can get a few different perspectives and a complete picture on the topic, avoid information overload, and ensure that they’re reading quality information.
This week our friends at PPC Hero re-released their Ultimate Guide to Quality Score, which is an outstanding resource on the topic, so I thought it ... > Read more
Are your PPC campaigns delivering the results you want? Are you struggling with any of the below problems?:Click volume too lowCost per click too highCost per conversion too highLow Quality ScoresLow click-through ratesLow ROIIf you said yes, it might be time to reorganize your AdWords account.The below roadmap will guide you through the process of revamping a campaign to improve performance and lower costs.
Click the image to enlarge the roadmap. You'll find links to helpful resources at each road sign, so if you need more help in a given area of PPC, click on the green sign for more tips and information.If you're looking to get a free assessment of your AdWords account, try our AdWords Performance Grader. It grades your AdWords accounts on key criteria, showing you where and how to make ... > Read more
Google Analytics & AdWords Tracking Issues: Multiple AdWords Accounts for One Google Analytics Account
Google does a lot of things really well, and there is a ton of utility to be had in many of their free programs, but their account permissions and cross-product integration for things like Google AdWords, Webmaster Tools, and Google Analytics can be maddening sometimes.One common issue AdWords advertisers struggle with is linking multiple AdWords accounts to a single Google Analytics account.
In this post we’ll walk through some possible solutions here. (If you're looking to link an Adwords account to Google Analytics, we have that covered too.)Why Would I Want to Have Multiple AdWords Accounts and a Single Analytics Account?Before we address how to link multiple AdWords accounts to a single Google Analytics account, let’s walk through a few different reasons you might want to create s... > Read more
An issue that is becoming more common as PPC gets increasingly competitive is escalating costs per click (CPCs) in niches that had previously been relatively uncompetitive. The problem here is that PPC campaigns that had once been profitable or that may have been viable become untenable for advertisers.
If a conversion becomes profitable for you at $75 and you’re paying $15 a click, it’s very difficult to run a profitable campaign.In this post, we’ll look at five things you can do to try to push down those AdWords costs per click.1. Focus on Improving Quality ScoresWe usually like to start here, as a focus on Quality Score affords you an opportunity to compete in the auctions you want to be in for a reduced rate without shifting your keyword or network targeting. Many times if you’... > Read more
The Inside AdWords blog announced yesterday that there will be a new report segment available in AdWords accounts: top versus side. Basically the idea here is that you can see how your ads perform when they’re placed above search results versus when they’re placed below search results – the focus here being on physical position on the page rather than the numeric order in which the ads appear.
The report looks like this:As with any new AdWords feature, the key question to ask as you’re shown more data by the folks at Google is: What can I actually do with this information? In this case the top versus side segment data can be useful in a few different ways.What to Do with AdWords Top Versus Side DataLooking at the new top vs. side reports, I see three interesting potential applicati... > Read more
If you’re managing pay-per-click campaigns, the Google AdWords Editor is a really handy (but fundamentally limited) free tool provided by Google to help you with certain PPC tasks. It’s a free, desktop-based application, currently in the 10th version of the tool (check out the changelog here and get the application itself here).
To help you get the most out of Google's AdWord Editor, it’s important to understand what the tool is and what it isn’t.AdWords Editor is a free resource provided by Google that can help you with several bulk editing tasks within your AdWords campaigns, such as:Raising or lowering bids on a number of different keywordsCopying large sections of your campaigns and then tweaking certain areas (moving a list of keywords, a set of ad text, etc.)Changing keyword m... > Read more
Google AdWords remarketing (and really remarketing in general) is a hot trend in the world of pay-per-click marketing. Remarketing is basically a way of getting your message in front of people who have visited your site in the recent past – you’ve no doubt seen a site you recently visited “following you around” via advertisements.
And if you’re a paid search manager, you’ve likely set up a slew of remarketing campaigns in the last few months, many times at the specific request of the client, but there are still PPC advertisers who are either just getting their remarketing campaigns started or are still considering how much value there would be in a remarketing campaign.In this post we’ll cover three important things to consider as you get your first remarketing campaigns up an... > Read more
In a few recent posts on how to get more volume on the content network and on getting more leads from PPC, we talked about leveraging the content network to expand AdWords campaigns and attract more prospects via PPC.Most advertisers know how to get started with Google’s search network, and even with creating specific content network campaigns, but an area that often trips up advertisers – particularly new advertisers or those who are looking to expand beyond their initial structures – is building out “display” campaigns using Google AdWords, or creating banner ads for display on the content network.
Many times the stumbling block here is more around designing the creative (banner ads) than around the mechanics of creating a structure for your content network campaigns.For that r... > Read more
We received the following questions during our recent webinar, "Improving Quality Score." For more help with understanding and improving AdWords Quality Score, check out these resources:Quality Score Toolkit (this free kit includes a Quality Score worksheet, cheat sheet, white paper, and video)Quality Score FAQImproving Quality Score (webinar recording)Ultimate Guide to Quality Score (15 experts on Quality Score)Do site links improve CTR and Quality Score? According to data from Bigmouth Media, "ads that run with Ad Sitelinks typically result in an average click through rate increase of 30%.
" RKG reported similar results: "To take seasonal shifts out of the picture, I looked at the brand performance since the links were launched, and compared this data to the same time period last year. We... > Read more
This is the final post in my series on Re-Creating the AdWords Dashboard in Excel. For the rest of the series, see below:Re-Creating AdWords Campaign Performance Charts in Excel, Part 1: The DataRe-Creating AdWords Campaign Performance Charts in Excel, Part 2: The TransformationRe-Creating AdWords Campaign Performance Charts in Excel, Part 3: Making the ScorecardRe-Creating AdWords Campaign Performance Charts in Excel, Part 4: Making the ChartsIn part four of this series, you learned how to build the charts for the AdWords dashboard.
In this article, I will show you how to make the dashboard dynamic by teaching you how to:Add a dynamic campaign filter.Add a dynamic date-range picker using a Data Validation list.Building the Campaign FilterAs you may recall we are using the DTP framework as... > Read more