AdWords Tips Posts from the Internet Marketing Blog
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
If your “To Do” List during the holidays looks anything like mine, it probably includes things such as: buy presents, clean and decorate the house, plan a menu, plan for all the relatives, and still manage all of my normal day-to-day duties. Do you really want to have to add “manage my holiday promotions for my PPC campaigns” to that already long, stressful list right in the middle of a holiday season? I certainly wouldn’t think so.
That’s why I am here to give you some easy ways to plan all promotions in advance as well as manage your budgets and bidding strategy for any holiday season. There are numerous steps that can be done days, weeks, even months ahead of time (OK, it’s probably a little too late for that last one) in order to alleviate any added stress, disorganization... > Read more
As the holiday season approaches (very quickly), paid search advertisers should be well aware of the fact that their search and display campaigns are going to need some extra love to take advantage of the pure insanity of the holiday rush.The holiday season is a time when quick, impulse-driven purchases are at their peak, and it is absolutely imperative that advertisers take time to optimize their PPC campaigns to accommodate holiday shoppers and ensure that their ads are being triggered, drawing attention and driving clicks.
One of the core strategies that will support these goals is optimizing your text ads for the holiday season.This post will discuss three key factors to focus on while editing ad text, with tips on how you can model your own text ads after some of the most effective (a... > Read more
Happy holidays, everyone! As a follow-up to the recent webinar we hosted on 11/14, “Gearing Up For The Holidays,” we wanted to present you with the material so that you can have it all right at your fingertips. Your faithful holiday webinar presenters, Erin Sagin, Jeff Stevens, Katie Lyons, and I, will each be providing you with a blog post based on the content we shared with you.
Think of it as a mini-series!For my part, I’ll be discussing which elements of your AdWords account you should be thinking about to best prepare for the upcoming season.The beauty of the holidays is that they fall on (roughly) the same days every year, making it very easy for you to plan ahead! It’s good practice to review holiday performance from previous years, so that you can better prepare for this ye... > Read more