AdWords Tips Posts from the Internet Marketing Blog
Starting your own AdWords account is like having your first child. It’s pretty darn exciting, but scary at the same time. (“Will it bring joy to my life? Or drain all the money in my bank account?”)After creating an AdWords account, you’ll be sleepless for two reasons:1) You’re brain starts getting super creative right around bed time, and you spend the next 4 hours emailing yourself ideas on what to test out in the morning.
2) Every 20 clicks without a conversion is like your child screaming at night. You get no sleep because you really have no idea what you’re doing.And when your child grows up, you hope they’re either very creative and can do whatever makes them happy, or they’ll be so sharp and analytical that they can get into any school they want.Pay-per-cl... > Read more
Now that July 22 has come and gone, let’s take a moment to look at one of the more promising new Enhanced Campaign features: geographical (location) targeting with bid modifiers.You’re probably thinking, “But we’ve always been able to target a specific location or state, even before Enhanced Campaigns.
” And you are right, location-based targeting did exist before Enhanced Campaigns. But now there is a new function called Bid Modifiers to better enable geographic-based targeting. Before Enhanced Campaigns, if you wanted to target a specific state/city/zip code/region, you would have to create an entirely new campaign unique to that targeted area. This often turned into a lengthy and time-consuming task, especially if more than one location needed to be targeted. Now, with Bid Modi... > Read more
As advertisers in the pay-per-click industry, we’ve recently been exposed to a lot of new changes. Everyone is aware by now that Google began transitioning all accounts over to Enhanced Campaigns last week, whether you wanted to or not. Despite the overall mixed feelings on Enhanced Campaigns so far, there are a few features we can all be excited about.
One of the features that excited me the most was the changes to Ad Extensions, specifically Sitelinks. This post looks to explore some of the recent changes to Sitelinks, and how you can better understand your sitelinks’ performance.I performed a couple of case studies to identify if the sitelinks themselves were responsible for improving performance, or if simply taking up more SERP space is all that matters.Topics covered:Recap of chan... > Read more
If you’ve had an eye on the AdWords Blog lately, you may have noticed that Google is on a roll when it comes to new features, particularly in the form of ad extensions—for example, see the new image extensions and enhanced, extra-large Google sitelinks.In the past, these “bells and whistles” were often utilized by only the savviest PPC experts.
Nowadays, ad extensions are a fundamental aspect of paid search accounts. If you’re not using them, hop on the bandwagon before you’re left in its dust. Not only do ad extensions require minimal setup time, they are also displayed at no additional cost—a win-win for most advertisers.Google’s latest brainchild is Review Extensions. As you can see in the example below, these extensions give you the opportunity to share positive reviews... > Read more
Many advertisers we work with at WordStream have already upgraded to Enhanced Campaigns. I’ve been bullish on the changes since they were announced in February – though Enhanced Campaigns do come with some loss of control, I believe the benefits greatly outweigh the costs for most advertisers. Namely, those benefits include:Easier management of mobile campaigns and better measurement of mobile ROIMore powerful bidding tools for local ads and display banner adsFewer campaigns to manage overall – a big timesaverIf you’ve been happily chugging along with your legacy campaigns, I’ve got bad news for you.
On July 22, this coming Monday, upgrading to Enhanced Campaigns will no longer be an option. Basically, in about five days it’s sink or swim. Any campaigns that you have not alread... > Read more
Quality Score: Is it the be-all-end-all of AdWords metrics, or no big deal? You’ll get a different answer depending on who you ask. Proponents believe Quality Score is a good measure of the health of your account – high scores tend to correlate with lower costs and better results across the board.
Detractors will say QS is a distraction and all that really matters is your cost per conversion, because that’s how you determine your ROI.So who’s right? What should you focus on in your PPC reporting?What Is Quality Score?As a quick refresher, Quality Score is a metric Google uses to determine where advertisers rank on the SERP and how much they pay. Although AdWords functions as a kind of auction, if the system was purely determined by bids, spammy companies with lousy, irrelevant ads ... > Read more
Promoting products and services while trying to compete with mega-giants like Amazon and Walmart is often a daunting task for small business owners. The good news is that Google AdWords has created a way for advertisers to do just that. Bigger brands may have an advantage when it comes to PPC, but they don’t hold all the cards.
Even with a small budget, you can get impressions and clicks on Google with a smart account structure and the right targeting options.Having consulted hundreds of small and medium-sized business (SMBs) owners and marketing managers, my eyes have been opened to the struggles they face every day.The ProblemLet me take a second to set the stage. Anyone who tells you that AdWords is easy or that they can guarantee you numbers is lying to you. AdWords is complica... > Read more
As the deadline to migrate to Enhanced Campaigns looms ahead (it's in 12 days!), advertisers are becoming increasingly anxious about how these new features will impact their paid search accounts. Here are the answers to some of my clients’ top five most frequently asked questions about Enhanced Campaigns:Q: How do I determine my bid modifier for mobile?A: If you’ve advertised on mobile devices in the past, take some time to segment your performance by device and assess your mobile success.
Consider how you are performing at your current CPCs and set your bid modifiers accordingly. If you are new to the mobile space, Google recommends using this formula to calculate an appropriate bid adjustment: 100% x ((value per mobile click/value per desktop click) – 1)). Regardless of which metho... > Read more
Note: A version of this mobile marketing case study appears on the AdWords blog (PDF version).The rundown WordStream client Colombo Hurd upgraded its largest AdWords campaign to Enhanced Campaigns in April. Because mobile traffic has tended to be more valuable to the law firm, they decided to ramp up their local mobile marketing investment and increased mobile bids by +25%.
As of early May, Colombo Hurd had increased customer conversion rate on mobile ads by a factor of three and reduced the cost of a new customer acquisition by 149% with the new mobile marketing campaign.The Goals Increase conversionsGenerate phone calls to schedule in-person consultationsImprove sophistication of mobile-targeted advertisingThe Approach Upgraded largest campaign to EC and monitored resultsAdjusted CPC bid... > Read more
Here at WordStream, I am not only a Customer Success Specialist, but I am also a Premier Consultant. As a Premier Consultant I meet with clients every two to four weeks to discuss the state of their account and what they should be doing to improve it. On these calls we can really dig into what our advertisers need to be doing to improve their account, whether that’s setting up brand new remarketing campaigns, digging into how to improve quality score, or helping to analyze advanced metrics in Google Analytics.
Part of my usual process when I get a brand new Premier Consulting client is to first run through a checklist of items to determine what shape the account is in and what areas we can target to work on first together. I focus on the basic structural aspects in an account first, and t... > Read more