AdWords Tips Posts from the Internet Marketing Blog

Top 5 Ways You're Leaking Money in AdWords

The typical small business wastes 25% or more of their total paid search spend. It’s obviously a big problem, but tackling wasted spend in Google AdWords can be challenging for account managers. Instead of focusing on the latest PPC fads or shiny new tools, I encourage advertisers to head back to the basics and focus on the core components of their campaigns.

Oftentimes, just by tweaking your settings or adjusting your structure, you can patch up your biggest account leakages.Here are the top five culprits that I recommend taking a second look at when assessing your wasted AdWords spend.Overuse of Broad Match TypeSetting all of your keywords to broad match can have a devastating impact on your PPC account. Remember, by setting a keyword to a broad match type, you are opening the doo... > Read more

October 23, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 4

Google Shared Endorsements: Who Are the Real Winners and Losers?

Shared Endorsements are the latest in a line of updates that bring user reviews and ratings into the Google results. Announced earlier this week and coming to the SERPs in November, the newly expanded shared endorsements will allow reviews and +1’s from Google+ profiles to appear in the paid search results (not just organic).

For example, if someone searches for “hot springs in Colorado” and you reviewed a hot springs resort that has an ad on the first page for that keyword, your review (along with your name and Google profile image) might show up as part of the ad. Shared endorsements look like this (the one on the far right is an example of a shared endorsement appearing in a Google ad):Shared Endorsements: The Latest in a String of Ratings-Related FeaturesAs I mentioned, this isn... > Read more

October 16, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 3

Want a Free AdWords Budget for 2014? Grade and Get Paid!

Are you a small business using Google AdWords to market your offerings? That’s great!The bad news is, you’re probably wasting about a fourth of your budget.We recently did a survey of 500 small business AdWords accounts, and found that the average account owner is wasting over 25% of his or her AdWords budget.

Since the typical small business spends $1200 per month on PPC, that means $300 is going in the trash every month – adding up to $3600 a year. And that’s just the average – many companies are wasting closer to half their total spend.That’s not all we found. There is plenty of room for improvement in the typical SMB AdWords account.We identified the top five areas where small business marketers need to renovate their accounts. Learn about the opportunities you’... > Read more

October 09, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 4

Case Study: The Anatomy of a Killer Quality Score

I’ve told you over and over that Quality Score is super important. It lowers your cost per click. It lowers your CPA. It improves your ad rankings. In short, high Quality Scores correlate really well with overall account success.OK, OK, you’re saying, I get it! But how do I actually get these high Quality Scores? Rather than spout the usual list of advice, let’s take a close look at a real account that has exceptionally high Quality Scores and see how they’re getting it done.

The account we’re going to be looking at belongs to a WordStream client, a small business in the insurance industry. Despite this being one of the most competitive verticals in AdWords, this advertiser is killing it with his AdWords campaigns. In fact, he has an average impression-weighted Quality Score of 8.... > Read more

October 01, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 4

Targeting Bilingual & Spanish-Speaking Audiences in AdWords: The Why & How

As digital marketers, we are always under the gun to drive more qualified searchers to our website. This can be a challenging job, especially once a PPC account is well-optimized.So what do you do when your performance starts to plateau? Look for missed opportunities. Hands down, the most common area of missed opportunity I see in US-based accounts is not advertising to the bilingual, Hispanic community.

Why You Can’t Afford to Neglect the Spanish Language MarketThe numbers speak for themselves. According to the 2010 census, there are 53 million Hispanics living in the United States, which comes to 17% of our total population. Not only that, but this group is projected to continue growing at a rapid rate. As you devise your digital marketing strategy, this is an important factor to keep i... > Read more

September 26, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

Bid Stacking in AdWords: How to Pay Less When Using Multiple Match Types

A little while back, my fellow CS specialist Lisa wrote a great post to guide advertisers towards picking the right match types. In her post, Lisa pointed to the benefits of testing the same keyword with different match types to help determine which match type is the right fit for an advertiser’s account.

Now let’s explore a situation where you might want to actually keep running different match types simultaneously. In the below example, we have set a sample keyword (literally titled Keyword) to Broad Match and Phrase Match. Why would you want to want to keep these two particular keywords running simultaneously?Well, let’s say after testing your keyword at different match types you have decided you really like Broad Match. There could be a whole host of reasons why you’ve decided t... > Read more

August 27, 2013     |   Written by: Zina Kayyali   |   Posted In: AdWords Tips   |   Comments: 21

The Change in Quality Score Reporting: What Really Happened?

A few weeks ago, Google announced that it was changing the way Quality Scores would be reported. Not how they are calculated, they pointed out, just how the scores are reported. This seems like clear confirmation from Google that the 1-10 Quality Score you see in AdWords is just a “front” for whatever your “real” score is.

If nothing changed about your “real” Quality Score, and this is truly just a glossy reporting change, then there should be no effect on your other metrics. BUT, there’s another way to interpret Google’s announcement. Google might be saying that they haven’t changed the factors that go into Quality Score, but they have changed how they normalize the results (which is how they can compare disparate advertisers). If that’s true, then there could be substa... > Read more

August 26, 2013     |   Written by: Andy Stefano   |   Posted In: AdWords Tips   |   Comments: 25

Quality Score Hacks: 3 Sneaky Ways to Increase Your Quality Score

Don’t you just love how we can call almost anything a “hack” these days?Most of the “hacks” I see on the Internet are just tips, but calling them hacks makes it feel like you’re getting away with something. And whatever makes work more fun, I’m all for it.So let’s talk Quality Score. We’ve harped on and on about the importance of Quality Score.

It can save you up to 50% on cost per click (CPC), and those savings at the level of the click translate into savings of up to 80% on CPA, or cost per conversion. In other words, optimizing for Quality Score is basically a way to optimize for costs.So how do you actually increase your Quality Scores? Google’s exact formula for calculating Quality Score is famously mysterious, like the recipe for Coke. But we do know that click-th... > Read more

August 20, 2013     |   Written by: Elisa Gabbert   |   Posted In: AdWords Tips   |   Comments: 37

Google Conversion Tracking: Complete Guide to Conversion Tracking in AdWords

So you've got your AdWords campaign up and running, and your ads and keywords are starting to generate an impressive number of clicks. Great! But unless you've got conversion tracking installed, you won't be able to see how many of those clicks are actually resulting in sales.Conversion tracking is a powerful tool in AdWords that lets you identify how well your ad campaign is generating leads, sales, downloads, email sign-ups, and other key actions for your business.

The data recorded by conversion tracking allows you to identify which areas of your campaign are working and not working, so you can optimize your bids, ad text, and keywords accordingly.Depending on your business, a conversion could be counted when a customer makes a purchase through your website, signs up for a newsletter, f... > Read more

August 13, 2013     |   Written by: Erin Bell   |   Posted In: AdWords Tips   |   Comments: 28

How to Set Up an AdWords Account

 Think you’re ready to take the plunge and start a Google AdWords account? If the next three statements describe you, than you have my blessing!You have a website that is relevant, easy to navigate, and fairly well built out.Your AdWords account will help you to bring qualified searchers to your landing pages.

Once they’ve made it to your site, it’s your job to convince them to convert. To achieve this, you must create landing pages that will compel visitors to take action. If your landing pages are cluttered, lack relevant information or do not facilitate a conversion, you’re throwing money into a black hole and your paid search efforts will be in vain. If you know that your landing pages need a little TLC, check out these tips. (Bonus points if you have mobile optimized land... > Read more

August 07, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 5
 
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