AdWords Tips Posts from the Internet Marketing Blog
What Are Google Engagement Ads?Earlier this year Google released an exciting new feature that they call engagement ads. These engagement ads run on the Google Display Network (GDN) and use the same flexible targeting options as normal display campaigns. Google has also announced additional self-service ad formats, including Cross Device ads, a YouTube Masthead Lightbox to aid in consistent branding across ad formats, and a Shopping Catalog Lightbox, which allows users to display multiple products from a merchant center account.
These campaigns are only available on a cost-per-engagement basis, which allows advertisers to bid and pay only if a user has engaged with their ads. Google defines “engagement” as a user mousing over the ad for more than two seconds. This delay eliminates accide... > Read more
Around this time last year, I had a pretty ambitious list of New Year’s resolutions cued up for 2013. I’m ashamed to report that I did not successfully complete a single item during the course of the year. In retrospect, my problem was that I set the bar far too high—I mean really, who loses 20 pounds and masters the Spanish language in only 365 days?—and as a result, I gave up pretty quickly.
When it comes to managing PPC accounts, I face a similar problem. I tend to bite off more than I can chew and then get too discouraged to complete it.This year, I’ve learned my lesson. I’m setting more manageable goals and am determined to complete them. The first item on my checklist is to identify and remove duplicate keywords, so I can start the New Year with a nice, clean account.Why ... > Read more
In this guide you’ll find everything you need to know about the Google Grant Program, Google’s AdWords program for nonprofit organizations, from how to qualify to ad guidelines.What Is Google Ad Grants?The Google Ad Grants Program gives nonprofits the chance to advertise on Google AdWords at no cost to the nonprofit.
This program gives qualified organizations $10,000 per month in AdWords spend to be used to promote their missions and initiatives on Google.com. To qualify, companies must go through the application process, and to keep the grant they must follow the program details.If you work at a non-profit, you like the sound of this. Before you apply, check to ensure your nonprofile is eligible. Here are the qualifications: To be eligible for Google Grants an organization must:Hold c... > Read more
Google AdWords takes the word “competitive” to new heights. This fluid auction, fired off whenever someone performs a Google search, provides a platform for advertisers to compete for attention, clicks, traffic, and conversions – in short, for customers. Too often, however, PPC managers see the need to be competitive as a kneejerk cue to raise bids.
Though a top rank can be helpful, and you might have to raise your bids to get there, it doesn’t guarantee clicks, let alone that those clicks will convert – and conversions are what matter most.This guide will show you how to stand out in this competitive space without reverting solely to bid-pumping tactics. We’ll examine the digital real estate you’re competing for, what prompts your ads to show there, and specific steps ... > Read more
So you just passed the Google AdWords Fundamentals Exam with flying colors, and all you want to do is pop some champagne and break into an embarrassing celebratory dance …NOT SO FAST! You are only half way to becoming fully Google AdWords certified.If you’re reading this article you likely already know the value of becoming Google AdWords certified, but, as a quick refresher, this certification is truly valuable for those in the PPC consulting industry to help legitimize their skills when working with clients, find new PPC gigs, and gain a high level of knowledge on one of the most powerful platforms in online marketing today.
As someone who recently went through the certification process, I was a bit intimidated when searching through the wide scope of preparation material provided by ... > Read more
Since AdWords remarketing launched back in 2010, it has gone from strength to strength with new features and functionalities, from building lists with Google Analytics to Dynamic Remarketing. These ever-improving functionalities have made it even more important for advertisers to be creating and optimizing remarketing campaigns with best practices in mind.
This post a complete list of best practices and tips to help you get the most out of your AdWords remarketing campaigns.Before you get started with remarketing…Consider these tips before you actually start creating your remarketing lists and campaigns.Manage client expectations by setting clear remarketing objectivesAs with all digital marketing projects, you must be sure of your objectives before you dive into remarketing. This will h... > Read more
Last month, Google launched a long overdue revamp of the AdWords’ Opportunities Tab. Not only did it upgrade the display to a simpler, cleaner format, but it also made major improvements to the content provided.The original Opportunities Tab helped advertisers recognize when to expand their keyword lists, raise their max CPC bids, and increase their budgets.
Now, Google has incorporated new best practices related to AdWords’ most famous brain child, Enhanced Campaigns, as well as the recent changes to the Ad Rank algorithm. Advertisers can expect to find recommendations encouraging them to:Implement ad extensionsSplit ad groups into smaller, more relevant groupingsAdjust bids based on impression share dataBefore you head over to AdWords and give it a spin, let’s review the pros and c... > Read more
The folks at Google AdWords have been busy elves over the last year – so much so that just keeping up with all of the changes is practically a full-time job. By my estimation Google has rolled out over a thousand new AdWords features and changes in the last year alone. That’s almost 20 new features or changes every week! The challenge for marketers is that we often just discover the new stuff as we make our way through our accounts; Google doesn’t even announce the vast majority of their AdWords updates.
Don’t worry – we’ve got your back! We’ve kept on top of the notable changes this year and identified the ten most impactful updates for paid search marketers. Some were great and necessary improvements and others… not so much. However, they’re all changes you should know a... > Read more
Google Rolls Out Active View Metrics & Viewable Bidding to Counter Worthless Display Ad ImpressionsGoogle seems to be in the process of (finally) launching Active View features average CPM, viewable CTR and viewable impressions. I say “seems to be” as they have not yet made an official announcement, and no supporting material (i.
e., help documentation) is yet available.This is an important change because traditional impression-based bidding charges advertisers based on served display ad impressions – a misleading figure, since, according to comScore, 31% of display ads are never actually seen by users. These features go some way toward correcting that shortcoming on the Display Network.Viewable CPM bidding allows advertisers to optimize their bids so ads appear in slots mor... > Read more
I’ll be the first to admit it—it’s hard to buckle down and focus on PPC strategy during the holidays. Unfortunately, given that this is the biggest shopping season of the year, us PPC folks have to keep our heads down and power through. In the past few days, my teammates have shared tips on holiday planning, bidding and budget preparations, and ad text adjustments.
For those of you that have mastered the basics and are ahead of the curve, let’s explore some advanced strategies you can apply to your account before you head out to enjoy the holiday cheer.Ad ExtensionsFirst things first, let’s talk Ad Extensions. Extensions have always been a great way to boost your performance and, due to a controversial update to the Ad Rank algorithm, they are now a critical component in all PPC ... > Read more