AdWords Tips Posts from the Internet Marketing Blog
Here at WordStream, our team of consultants analyzes thousands of PPC accounts. While our customers’ pain points tend to vary, many of their issues can be tracked back to one major misstep—their campaigns are set to run on both the Search and Display Networks simultaneously.99% of the time, this practice will wreak havoc on a PPC account.
The main problem is, these networks target users in two completely different scenarios. Not to mention, since metrics across each network are combined, it is challenging to assess how each is performing, and it eliminates the option to segment one’s budget by network.Quite frankly, applying the same strategy to both networks is like trying to fit a round peg in a square hole…it just doesn’t work. If you have any campaigns opted into both network... > Read more
What do WordStream, Google and the White House have in common? We’re all championing small businesses this week, as Small Business Week 2014 is in full swing!In partnership with the Small Business Administration, a series of events, workshops and Q&A sessions are taking place in cities across the country (and at tech companies such as Microsoft and Twitter) to provide proprietors of small businesses with the support, advice and resources they need to thrive.
Small Business StatisticsSmall businesses are a big deal. According to the Small Business Administration, small businesses make up:99.7% of U.S. employer firms64% of net new private sector jobs49.2% of private sector employment46% of private sector output43% of high-tech employment98% of firms exporting goods overseas33% of the co... > Read more
A few weeks ago, Google announced major changes and updates to the AdWords platform, several of them designed to improve efficiency and scale for enterprise-class search marketers.Google wants to make life easier for companies with massive campaigns – for those who are spending hundreds of millions or even a billion dollars on AdWords.
Enterprise-level PPC marketers face unique challenges, given the complexity and sheer size of their campaigns.These new AdWords features were designed to increase efficiency, help brands scale their campaigns and make insights more accessible and useful. In this post, we’ll take a deeper dive into the new tools available to enterprise AdWords clients.Bulk Actions: Making AdWords Less "Complicated"In the new features announcement a few weeks back, VP of P... > Read more
AdWords scripts for My Client Center (MCC) are now out of beta. Google mentioned this during an AdWords API workshop I attended yesterday but only just made a formal announcement. This is big news for agencies, who have been asking for the ability to run scripts across an entire MCC for a while. Previously, you could only run scripts at the account level.
This is a powerful feature for automating account management.Introduced just a few months ago on March 11, AdWords scripts for MCC allows larger advertisers to manage changes to accounts at scale by hosting all scripts within the account and applying changes to up to 50 accounts simultaneously.Previously, you could set up a script to run on each account in the MCC. Now you can write one script that iterates over all of your clients. Wheth... > Read more
I need to be in position 1! I need to be ahead of my competitors! I need to show up all the time for this keyword! I need to be in the top 3 or I won’t be seen! Wrong, wrong, wrong, and, yes, wrong.Too many marketers and business owners react emotionally to AdWords. Oddly enough, they have the data available to make accurate decisions, but they let their egos get in the way.
Bidding to a specific position in AdWords is B.S. There, I said it (AdWords gurus freak out…now). But…I have data to back it up.Your average position is a dependent variable. Here’s why – your conversion rate is not influenced by any of AdWords’ metrics. Your click-through rate, average position, impression share, quality score etc. have no influence on your conversion rate. None. So what does this tell us?... > Read more
Keyword research is a critical component in every successful paid search strategy. In fact, our internal data shows that search marketers spend nearly 25% of their time on keyword research.Google has quietly rolled out a number of significant changes and updates to Keyword Planner that should not only reduce the amount of time spent in the tool, but make it exponentially more useful, as well.
The updates rolled out this week make it highly visual and more powerful, with a definite mobile focus. It's the first major refresh since the tool was introduced about a year ago.(Warning: the new version is way more fun – you might actually spend MORE time in Keyword Planner. Try not to get distracted by the pretty shiny things.)So what's new? Check out the new Keyword Planner features:Visualize S... > Read more
Today's the day: Google finally spilled the beans about the new features that are coming to AdWords. (Protip: sign up for our webinar tomorrow for an in-depth look at the changes and how they'll affect you!) Now we can finally tell you what they actually announced. Here’s our take on this exciting news.
New AdWords Features OverviewBefore we get into the specifics of the new AdWords features, I wanted to provide you with an overview of the key points about these planned improvements. I recently spoke with Aaron Stein, Google’s Global Communications and Public Affairs Manager, who told me that:These features will be entirely optional, unlike last year’s mandatory (read: “destructive”) Enhanced Campaigns update.Also, unlike last year’s EC update, no existing features are being ret... > Read more
Google is making a big announcement on Tuesday, April 22 (yep, that's TOMORROW). They will announce 10+ new AdWords products, features, and research studies that they have been working on for the past year.Last year, we were the first to bring you complete coverage of Enhanced Campaigns, the biggest change to the AdWords ecosystem in the last decade.
This Wednesday, we’ll be holding a free, live webinar to clue you in on this new announcement and what it means for your AdWords campaigns.The moment the embargo is lifted, we’ll start bringing live coverage of the announcement plus actionable advice on how it will affect your account and how to take advantage of the changes.There’s been plenty of speculation so far on what those changes might entail. We’ve seen what people are saying,... > Read more
Take a look at your text ads and tell me if they are designed to sell. Do you have a well-written ad description, a strong offer and a compelling call to action? Many PPC managers create their text ads to match the title with the query and bring people to the right landing page. And that’s a great starting point, but is it enough?In many instances when we look at ads, we see the same generic or simple text written in the ad descriptions.
Over the last few years we’ve changed the ad descriptions for hundreds of ads and we’ve seen a dramatic improvement in click-through rates, even when the ads were at the bottom of the search results.When people search for a product or a service, they can see up to three ads at the top and eight ads at the side, together with the organic results and s... > Read more
Have you ever done a super-specific search for an obscure item on Google and been shocked to see an ad that is offering—to a tee—exactly what you are looking for? If so, there’s a good chance that the advertiser was using a strategy known as Dynamic Keyword Insertion (DKI). DKI allows you to customize your ad to match the user’s search query, thus creating a more specific, highly targeted ad that perfectly matches the searcher’s intent.
To do this, the advertiser can create a generic ad that contains the dynamic keyword insertion formula. When Google serves this ad, it will substitute the keyword that triggered the auction for the formula in the ad.For example, if an advertiser implemented the ad text above and their ad was triggered by the search term “german chocolate cupcake... > Read more