AdWords Tips Posts from the Internet Marketing Blog
For a while now, we've been offering a free Quality Score Toolkit that rounds up our best resources for marketers looking to learn more about Quality Score. This toolkit includes: A white paper on improving Quality Score by increasing relevance A "Mastering Quality Score" video (a recording of one of our most popular webinars) A Quality Score Cheat Sheet, a one-pager dense with information about Quality Score And we've just added a fourth element that makes this toolkit even more useful for search marketers.
One of our resident PPC experts, Andy Stefano, has put together a Quality Score worksheet that will give you a quick overview of where your AdWords account stands from a Quality Score perspective. Just plug in some key numbers in the first page of the worksheet, and a dashb... > Read more
Yesterday, one of our resident AdWords experts, Andy Stefano, led a webinar called "Five Myths About Quality Score." He received the following question from one of the attendees. Below you'll find Andy's answer. Is it possible that some businesses inherently get a low keyword Quality Score because they are in low-volume industries? For example, we are in the horse topical treatment industry – that will never get as much interest as, say, the golf or football industry.
– Jane Here's Andy's response: Hi Jane, This is a really interesting question. I think “low-volume” won’t be a determining factor, but “low-interest” might be. Let me explain. I started tackling your question by looking at the data I had access to. I had a sample... > Read more
Google recently introduced a new AdWords feature that lets you create keywords that are more targeted than broad match, yet have a greater reach than phrase or exact match. With modified broad match, you put a plus sign (+) in front of one or more words in a broad match keyword. The words that are preceded by a (+) sign must appear in the user’s keyword phrase exactly or as a close variation.
The words that are not following a (+) sign will trigger ads on more significant query variations. This feature can drive more traffic than phrase or exact match, and attract more qualified traffic than broad match. What are examples of modified broad match phrases? Say your broad match phrase was “red purses.” That phrase could prompt ads on relevant query variations like “red bags,” ... > Read more
Google has an interesting tightrope to walk with their AdWords platform in that they have two central competing interests:They want to make the system intuitive to use and easy for the "tail" of AdWords advertisers to spend money with.They need to continue to make AdWords a profitable channel for the top advertisers, who represent the bulk of the money spent on their platform, and they need to present power users with access to power tools.
To date the way they've handled this is to offer defaults on the front end that encourage spending, with advanced features that help optimize larger spends available but less accessible (which possibly accounts for their alarmingly high churn amongst small businesses).A great example of this push-spend-in-the-front-intelligent-features-in-the-back is the... > Read more
If you are a savvy AdWords advertiser, or at least someone who wants more control over your AdWords account, you may want to consider setting maximum cost per click (CPC) for your keywords and keyword groups. AdWords offers automatic bidding for those who aren’t interested in setting their cost per click amounts manually.
But for those of you who are, you can follow these steps to formulate your maximum cost per click: Our EightSteps to Optimizing AdWords Maximum CPC: Determine Profit Margins Set A Cost Per Acquisition Goal Pricing Strategies Conversion Rates Maximum Cost Per Click Research Traffic Consult First Page Estimates Optimize Your Maximum CPC for Profit 1. For each keyword or keyword group, determine your desired profit margin for each corresponding sale or sales lead... > Read more
Please join Tom Demers and Larry Kim tomorrow for their AdWords keyword research session at the AdWords Advantage Online Summit.What: Researching & Managing Keywords - The Key to AdWords SuccessWhen: March 24 at 1 p.m. PST (4 p.m. EST)AdWords Advantage is the largest online training summit for marketers looking to master Google AdWords.
AAOS is led by 14 search marketing experts such as Bryan Eisenberg, Mary O'Brien, and David Szetela, and includes training sessions, a comprehensive Google AdWords Guide and expert tips and tricks for mastering Google AdWords.Here's a more detailed description of the session: Effective keyword research and management is the most critical element of Google AdWords success. Do a bad job at keyword research, and everything else – bid manipulation, landin... > Read more
This is a guest post by Alan Mitchell. Alan Mitchell is a Brisbane PPC consultant specializing in highly granular long-tail PPC management. Follow him on Twitter: @alanmitchell. One question which is regularly asked to any PPC consultant when managing Google AdWords PPC campaigns is whether ads should be set to rotate or optimize.
Google's default setting is "optimize," so if you have multiple ads in one ad group, your better performing ads (generally those with a higher CTR) will be shown more often. This might seem great -- you will automatically receive the maximum number of clicks for your ads. But the more experienced PPC advertisers out there will know that clicks are not generally considered a good measure of success. Instead, conversions -- sales, leads, sign-ups, downloads and oth... > Read more
Repeat after me. This year, I resolve to... 1. Get More Organized Is your idea of "keyword research" just a bunch of keywords jammed into in a spreadsheet? Effective keyword organization and keyword management is a foundational component of paid and organic search marketing. In PPC, it means grouping together similar keywords and matching them with targeted ad text and landing pages.
And in SEO, it means effectively targeting keyword niches in order to create and link together original themed content about specific topics, which in turn are more likely to rank highly for targeted organic searches. Start the new year off with strong organizational footing by checking out our Definitive Guide to Keyword Organization. 2. Lose Weight Trim the fat from your PPC campaigns! Negative keyword disc... > Read more
The following is a guest post by John Lewis, one of WordStream's client services representatives. John helps customers overcome challenges and hone PPC performance. Pay-per-click marketing is a continual process and there are always ways to expand your presence and improve performance. The following are five ways you can explore different PPC opportunities even after you have thoroughly segmented your keywords into an effective structure: 1.
Advertise on the content network: A good form of spreading your brand name to a relevant audience. Select verticals of websites that are related to your product to reach out to the most qualified audience. A study conducted by Forrester indicates that display advertising in the content network increases brand awareness and results in higher click-thro... > Read more
This is a guest post is by Bob Stanley, WordStream’s Senior Client Services Representative. Bob has extensive experience in paid search, which he now leverages to help our clients solve difficult problems surrounding pay-per click marketing with the WordStream software. One of my roles as a client services rep for WordStream is to help clients use our software to successfully manage their paid search accounts.
I’m finding more and more with our clients that the long tail is getting extremely competitive. I personally blame advanced broad matching options, dynamic keyword insertion (DKI), and just the industry becoming more sophisticated. We all know the advantages of getting more specific with grouping and creating better conversion paths – however, it’s not always so cut and... > Read more