AdWords Tips Posts from the Internet Marketing Blog

Why the AdWords Opportunities Tab Is a Great Opportunity ... for Google

 Within the Google AdWords interface there are some awesome tools, like: AdWords Campaign Experiments The Search Query Report Modified Broad Match Analyze the Competition These controls are fantastic power tools for power users that allow for a lot of great campaign optimization tactics. Some other tools inside the AdWords interface either aren't so useful, are hidden from view, or can have a dubious overall impact on your campaigns -- like the hard to find IP exclusion tool and conversion-focused bidding options like Enhanced CPC and AdWords Conversion Optimizer, which can generate terrific improvements in many cases but force advertisers to cede control of their bids to Google.

A great example of a tool that falls into this second category is the AdWords opportuniti... > Read more

November 29, 2010     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 0

What's Up With the Latest Quality Score Drops?

A new wave of AdWords Quality Score drops is troubling advertisers again. A thread on the AdWords help boards suggests that it started last Friday, just before the weekend. A Google employee has confirmed that fixing the problem is now a priority for Google's engineers. I used the Excel sheet from WordStream's Quality Score Toolkit to analyze the changes that occurred in one of our accounts.

Below is the account's usual Quality Score distribution: The red bars show how often a Quality Score occurs in the account. The green line is an average Quality Score distribution according to WordStream's worksheet. The graph below shows the same account today: As you can see, the drops are significant. On average, Quality Score dropped almost two points. Still, I don't think advertisers should be w... > Read more

November 23, 2010     |   Posted In: AdWords Tips   |   Comments: 0

AdWords Campaign Experiments (ACE): How to Use ACE to Optimize Your Paid Search Campaigns

Perhaps the most powerful thing about paid search is that PPC campaigns offer instant feedback. This is what makes A/B testing so powerful: you’re able to funnel the firehose of data that pay-per-click campaigns fire at you into either of two theses and get instant feedback.   This is why a new AdWords feature called AdWords Campaign Experiments (or ACE) is so powerful.

Basically this feature allows you to isolate certain aspects of your Google AdWords campaigns and test certain elements, splitting off traffic in whatever way you like. In this post I’ll walk you through: The things you can test using AdWords Campaign Experiments The things you can’t test How to set up an experiment How to measure your results As background for anyone not familiar with the feature, Google has a... > Read more

November 23, 2010     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 2

AdWords Auto Targets - Google Launches New Product Targets Tab

It looks Google has rolled out a new tab/feature called auto targets. It looks like the feature leverages the Google Merchant Feed and allows you to create product sets and link them to ad groups, but as Matt Umbro points out the help page appears to be a blank document: Anyone have any more info here? If anyone has a write up drop it in the comments and we'll update the post with any links.

UPDATE: The feature doesn't appear to be that new after all :). Thanks to Chad Summerhill of PPC Prospector for the link to Elizabeth Marsten's awesome in-depth walk through on Portent's blog and for dropping in the help rollover info (for some reason that help menu never loaded for me):   Auto targets Auto targets allow you to target your ads to search terms by specifying attributes th... > Read more

November 17, 2010     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 0

PPC Geotargeting Guide: How to Make the Most of AdWords Geotargeting

As with many aspects of AdWords and the other paid search marketing platforms, I find that geotargeting for PPC is easy to do quickly and difficult to do well.  In this article we'll walk through a few simple steps for setting up "default" geotargeting options, and then I'll talk through a couple of additional levers that advertisers can pull to both expand and refine their geo targeting reach.

If you're an advanced user already painfully familiar with how to get a new geotargeted campaign up and running via the AdWords interface, I created a handy anchor link so that you can skip ahead to the meatier stuff. Setting Up Geo-Targeting As you create a PPC campaign, you're offered with some initial options for geotargeting: If you already have a campaign set up, you can go to the Campaig... > Read more

November 15, 2010     |   Written by: Tom Demers   |   Posted In: AdWords Tips   |   Comments: 5

What Do Ads with High Click-Through Rates Have in Common?

When analyzing the performance of your pay-per-click ads, one of the main factors you'll want to concentrate on is click-through rate (CTR). Ads with high CTR are desirable because they drive more traffic to your site in less time. In addition, a high CTR contributes to a good Quality Score, and that helps lower your cost per click.

It's also an indication that you're targeting a relevant, qualified audience, which can improve your conversion rate as well. (Of course you'll want to keep an eye on both metrics and make sure you're not sacrificing one in favor of the other.) Recently I scanned through the ads in our own AdWords account and identified some patterns in the ads with the highest click-through rates. Note that I've changed the examples so I'm not giving away our best creative, bu... > Read more

November 08, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 2

Forget Impression Share, Analyze the Competition

I'm sure most of you are familiar with Google AdWords Impression Share reporting, now available in your Campaign tab. But how many of you are using the new "Analyze the Competition" tool available in your AdWords Opportunities tab? This new tool adds useful and detailed data for competitive intelligence.

To quote Craig Danuloff over at ClickEquations speaking about AdWords Impression Share data, "Maybe one day Google will share with us Impression Share at the ad group or even the keyword level. Wouldn't that be grand?"Well, not only did Google start offering share of impression data at the ad-group level, they also included categories, sub-categories, and comparisons for CTR, AvgPos, and Clicks. They even have a weird little video to explain exactly how it works:Why aren't we hearing more a... > Read more

November 03, 2010     |   Posted In: AdWords Tips   |   Comments: 4

Google's Broad Match Modifier: Who Should Use It, Why, and How

I’m sure by now that most of you have heard of Google AdWords’ new feature, Broad Match Modifiers (BMM). In short, by adding a simple “+” before a word in your broad match keyword, Google requires that word (or a close variation) to appear in the user’s search query. If you’re not excited, you should be.

This is exactly the type of feature that we advertisers have been asking for and can benefit greatly from. BMM gives us more visibility and control over how we spend our money. (Check out Alan Mitchell’s blog post on using Modified Broad Match and its effect on CTR and CPC if you still need to get pumped up about trying out this new feature.) So who should use this exciting new feature? Anyone who has been afraid to use Enhanced Broad Match (EBM) in the past because it’s ... > Read more

October 27, 2010     |   Written by: Chad Summerhill   |   Posted In: AdWords Tips   |   Comments: 6

Complete Guide to AdWords Matching Options, Part 2

Click here to read Part 1 of our Complete Guide to AdWords Matching Options (covering broad match and modified broad match). Phrase Match The phrase match keyword option offers a much more targeted approach than broad match, but still allows flexibility for Google to match your ads to more queries than your exact keyword phrase.

When using the phrase match option, your advertisement will appear for searches that include your keyword phrase in the correct order, but can still display for queries including additional words. To use the phrase match option in AdWords, enter your keyword phrase in quotation marks. Entering your phrase as “Gel Batteries” indicates to Google that your advertisements should only appear when someone has entered a search term that includes this exact phr... > Read more

October 26, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1

Complete Guide to AdWords Matching Options, Part 1

Selecting targeted keywords is the first step to setting up a PPC campaign in Google AdWords, but the keyword matching options that you use can also have a large impact on your success. There are five AdWords match types: Broad Match, Modified Broad Match, Phrase Match, Exact Match, and Negative Match.

All keyword match types have advantages and drawbacks, so we'll discuss each in detail to help you choose the most advantageous options for your goals.For our discussion of the different AdWords matching options, we'll use "Gel Batteries" as the example keyword to illustrate how different options affect when your advertisements will be displayed.Broad MatchBroad match is the default matching option for keywords used in your AdWords campaigns. A broad match keyword will be entered as Gel Batt... > Read more

October 25, 2010     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 1
 
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