AdWords Tips Posts from the Internet Marketing Blog

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

Linking AdWords to Analytics: A Guide to Using Google AdWords & Analytics Together

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

August 06, 2013     |   Written by: Johnathan Dane   |   Posted In: AdWords Tips   |   Comments: 21

Enhanced Campaigns: What Geographical Targeting With Bid Modifiers Can Do For You

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

August 05, 2013     |   Written by: Chris Panetta   |   Posted In: AdWords Tips   |   Comments: 3

Complete Guide to Enhanced Sitelinks

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

July 31, 2013     |   Written by: Jason Gannon   |   Posted In: AdWords Tips   |   Comments: 10

AdWords Review Extensions: Add Positive Reviews & Testimonials to Your AdWords Ads

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

July 24, 2013     |   Written by: Erin Sagin   |   Posted In: AdWords Tips   |   Comments: 7

Enhanced Campaigns D-Day Is Less Than a Week Away – Are You Prepared?

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

July 17, 2013     |   Written by: Larry Kim   |   Posted In: AdWords Tips   |   Comments: 2
 
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