Tonight (January 11, 2013) at midnight is the deadline for early registration of Hanapin Marketing’s Hero Conference, a 3-day, all-PPC conference in Austin, TX, April 8-10.Three great reasons to sign up for Hero Conf todayI’ll be speaking! And I’d love to meet you. Check out the full list of speakers to see all the PPC heroes you’ll be able to learn from – including my friends and colleagues: Bryan Eisenberg, Chad Summerhill, George Michie, Elizabeth Marsten, Jeff Allen, Joe Kerschbaum, Shawn Livengood, Noran El-Shinnawy, Matt Van Wagner, and many more.
And me! :)Bang for the buck. Hero Conf has a low speaker to attendee ratio for more one-on-one time, and is less expensive than similar industry conferences. (And you get the best price if you sign up today.)Total PPC focus. A lot... > Read more
The gym is always extra-crowded this time of year, full of people redoubling their fitness efforts and trying to stick to their weight loss resolutions. The good news is, you can apply the same enthusiasm to your AdWords account without having to park at a crowded gym and fight for a spot on a bench or in your favorite class!Are you ready to kick some AdWords ass in 2013? Try out these 25 tips from our Customer Success team to save time and money and get better results.
Enable SitelinksSitelinks! They are quick and easy to implement (through WordStream software or AdWords), cost no additional money and can have an enormous impact on CTR’s.Erin Sagin, Customer Success SpecialistLog Your PerformanceI track my results daily. First thing I do every morning is log yesterday’s account le... > Read more
We created a Google remarketing cheatsheet as a take-home for a recent webinar. It’s a handy reference for anyone who is interested in setting up a remarketing campaign in AdWords. Below is the 12-step process to setting up a new remarketing list, and you can click here to download the cheatsheet as a PDF.
Thanks to our SEM Manager Rich Griffin for creating this resource!Define your remarketing strategy.Will you target all visitors to your site?Are you only interested in targeting visitors to a specific page?Create the remarketing code.AdWords > Shared Library > Audiences > + New Audience > Remarketing ListFill in all of the required parameters including membership duration, list name, and a brief description of the tag. Then click “save.”Navigate to the new remarketing c... > Read more
Struggling with PPC advertising? Do you want to take your AdWords account performance to the next level? I can help!I’ll do a complete PPC audit of your AdWords paid search account – for free. Seriously!Next week – on Wednesday, December 12 at 1:00PM EST, I’ll be doing a live webinar with my colleague, Sean Quadlin from Hanapin Marketing (the folks who run the PPC Hero blog!).
Click here to register for the Webinar.During the presentation, I’ll be holding a live PPC optimization clinic – Sean and I will review 2 AdWords accounts and point out areas of strengths, and uncover opportunities to improve your PPC account performance.A few years ago, I used to charge over $1000 for doing a custom PPC audit like this! But we’ll do it live, in-person and at no cost to you (excep... > Read more
“Why use AdWords” and "Does Google AdWords Work?" are pretty common keyword phrase searched on Google, which suggests that there are a lot of marketers and business owners out there who have heard about Google AdWords but aren’t sure if and how it can work for them. We believe that AdWords – Google’s enormously successful pay-per-click (PPC) advertising system – can work for almost any type of business.
Using AdWords (or any PPC platform) requires time and money, but thousands of businesses have found that it’s time and money well spent, because AdWords delivers measurable ROI. We’ve devoted countless pages to how you should use AdWords. In this post, we’ll answer the question of why you should use it.Before any of our SEO-loving readers get up in arms, let me prefa... > Read more
YouTube’s growing prominence in popular culture has shown that it can serve as much more than just a way to share adorable kitten videos – it has become a highly effective venue for accessing massive audiences through online advertising.YouTube has become the venue by which budding musicians and performers get their first big break.
Justin Bieber first got discovered on YouTube, and more recently YouTube has made Psy’s hit “Gangnam Style” the most viral video of all time. And that’s not just an empty title – “Gangnam Style” has reached nearly 1 billion views, and those views can be equated to serious YouTube advertising revenue.(Source: WordStream, Inc. provider of PPC and AdWords tools.)To put things in perspective: YouTube gets over 1 billion views per day, which means ... > Read more
As a business owner or marketer, you need results FAST during the holidays. More than any other marketing channel, PPC is fast, scalable, and can get you the results you need!WHAT: 5 Ways to Leverage PPC this Holiday SeasonWHEN: Thursday, November 29 at 12:00 PM (Noon) EST (5:00 pm GMT/UTC)WHY: You'll leave this webinar with easy, actionable tips for reaching more potential customers through PPC.
You'll also have the opportunity to ask questions and get expert advice on creating AdWords campaigns for the holiday season. In this webinar, Dan Slagen, head of global marketing relations at HubSpot and I, will show you how to:Implement a successful PPC campaign in time for the holiday rushFind the right keywords to rank in paid searchUse PPC to complement your organ... > Read more
The AdWords Performance Grader, Now with Industry Benchmark Data! Find Out How You Compare to Industry Peers
New Google SERP Changes Make Ads More Prominent than Ever, Cannibalize Organic Search for Informational Queries
Google has released a refresh of their Search Engine Results Pages (SERP), shifting the search toolbar from the left side to the top of the screen. The top navigation bar (including the new search toolbar) is also approximately 20 pixels less tall compared to the old top navigation bar, so adds appear higher up on the page.
According to Google: "With the new design, there’s a bit more breathing room, and more focus on the answers you’re looking for, whether from web results or from a feature like the Knowledge Graph," the search engine said Tuesday in a blog post.The stated goal was to create a “simpler, cleaner design” which creates a “consistent search experience across the wide variety of devices and screen sizes people use today."How the SERP Change Impacts Organic SearchThe N... > Read more
One of my favorite examples of a successful PPC ad test is this one:Version 1:How to Write a Book, Fast14 Days from Start to FinishUnique, Step By Step ProgramWrite-A-Book-Faster.com4.40% CTRVersion 2:How to Write a Book Fast14 Days from Start to FinishUnique, Step By Step ProgramWrite-A-Book-Faster.
com4.12% CTRI call it “The Little Comma that Could” because one comma increased response by 8% – which in this campaign was $500 a year.However, this example is extremely misleading! That’s because it makes you think that optimizing Google ads is about testing stuff like commas. Frankly, nothing could be further from the truth.Here’s the truth about testing, which I learned from David Bullock:ForestTreesBranchesLeavesWhen you’re testing ads and new ideas, imagine that you’re... > Read more
As PPC experts we’re always plagued with low Quality Scores. Over the past 3 years I’ve had clients with ads so perfectly written and landing pages so perfect I don’t know why they didn’t get a 15 out of 10. But that wasn’t the case. In this post, I will teach you some new techniques for getting higher Google Quality Scores for your PPC ads.
Write Ads That ConvertYou need to be writing ads that have a high click-through rate (CTR). This has been one of the biggest indicators of Quality Score for my ads. Write clickable ads.But it’s not enough to just write a good ad, ads that inspire people to click. Google is no longer just looking for clicks, but interactions on pages. If you’re writing ads that have a high CTR but bounce back to Google 2 seconds later, your Quality Score ma... > Read more
New AdWords Policy Means Quality & Relevancy Matter Most. PPC audits recommended.Google has updated its AdWords policy to place an even stronger focus on the quality of paid search advertising. This policy goes into effect today. While Google’s Quality Score has always been an important metric for any PPC campaign, this time it appears that Google really means business: marketers that do not heed its new policy updates demanding relevance, clarity and accuracy risk receiving penalties.
Your ads could be disapproved and in some cases your domain could even get suspended. Serious violations risk account suspension.New AdWords Policy on Relevance, Clarity, & AccuracyThe new AdWords policy focuses on enforcing standards of relevance, clarity and accuracy in text ads, ensuring that us... > Read more
Having a poor performing AdWords landing page is bad news – not only will Google be less likely to show your ads, but you are probably missing out on valuable conversions. It also negatively affects your Quality Scores, which means you end up paying more for each click.In an effort to be more “transparent,” Google now makes an attempt to tell you why your Quality Score for a given keyword is low.
One reason might be the quality of your landing page experience. If Google thinks your landing page experience is “below average,” it could hurt your Quality Score.According to Google, you should focus on three things if your landing page quality needs improvement:Relevant and original contentTransparencyEase of navigationIf Google has deemed your landing pages to be “below avera... > Read more
How high should I set my initial AdWords budget?The answer is surprisingly complicated to come up with, and it's even more difficult to allocate.Why?A Challenge in Allocating AdWords BudgetsAdWords budgets are generally set per campaign, per day (i.e. you set a daily budget for each of your campaigns).
This usually gets complicated because most advertisers have multiple campaigns.If you're a reader of the WordStream blog or if you've used our AdWords Grader, you’ll know that we recommend that you break up every campaign theme into at least 3 different campaigns for targeting:Mobile searchDisplay network (or Remarketing)Google searchNow imagine having broken up every campaign into three campaigns along these lines, and you can start to see how it might be a challenge to allocate say, a $1... > Read more
Mobile devices are playing a larger and larger role in the life of a paid search marketer and it is projected that a quarter of all paid clicks on Google will come from mobile devices by the end of the year. That’s basically a 500% increase from the beginning of 2011! Silently but surely, Google has a mobile product portfolio readied for the burgeoning mobile search market.
This wouldn’t be such a big deal if all you had to do was make sure that high-end mobile devices are enabled for your campaigns. However, you and I (and everyone else with a smart phone) knows that searching on a mobile device is a vastly different experience than searching on a desktop.The format of the results page is different. The keyword is different. User intentions are different. Competition is different. And ... > Read more
One often-mentioned best practice for SEO is to use a test PPC campaign to “get some initial data” about a query space, and people frequently make reference to the fact that you can get valuable insights for your organic optimization efforts by looking at pay-per-click data.But Google AdWords offers users a ton of data (some would say that for small businesses there are actually too many options and data points), and many people who aren’t PPC practitioners don’t know where some of the most useful gems are hidden.
Beyond that: while there’s frequently a lot of overlap between PPC and SEO data, not all of the information in an AdWords account is actually useful for someone looking to improve SEO results (and some of it can be downright misleading when applied to SEO efforts!).In t... > Read more
Google was launched in 2000, with pricing based on a flat CPM (cost per impression model). It was relaunched under an auction model in 2002. (Search Engine History)An 18-year-old college dropout named Scott Banister is credited with the brilliant, multi-billion-dollar idea of pay-for-placement search listings, an idea later brought to fruition by Bill Gross at IdeaLab.
(TechCrunch)About 97% of Google’s total revenues come from advertising. (Google Investor Relations)Businesses make an average of $2 in revenue for every $1 they spend on AdWords. (Google Economic Impact Report)As of Spring 2011, Google had over 1.2 million businesses advertising on its search network. (AdGooRoo via Perry Marshall)The average click-through rate for an ad in the first position is 7.94%. (AccuraCast)Ads in th... > Read more
This post originally appeared on the TechWyse blog. Many thanks to Ryan Stephenson, a client, for bringing it to our attention and asking us to share this content with our other customers!Managing paid search ads for the past 3 years has taught me a lot about the big two competing content networks, Google and Bing.
The simple yet true fact is that all content networks are not made equal. However, a smart online advertiser will seek opportunity anywhere and must determine a methodology to make multiple content networks work simultaneously for a host of different outcomes.One tool that I have been using for the last year to manage Google ads is a services known as WordStream. This tool is incredible for building and maintaining campaigns. It offers a next level functionality above and beyond... > Read more
Among the most common tasks that new AdWords advertisers can find daunting is simply starting a new campaign. Just in the initial campaign setup screen (before you even begin to create your actual ad groups and ads), you’re presented with 22 separate choices! We recently created a series of posts dedicated to determining the right Google AdWords settings for your campaign, but as you might have noticed, Google introduced a new look to their interface recently.
In this post, we’ll walk through a couple of subtle but important differences that have been introduced with the new interface that you can leverage when setting up a campaign.What’s New in the AdWords Campaign Settings?On the whole the new interface does improve the workflow of setting up a new campaign, introducing elements li... > Read more
Perry Marshall on the AdWords Stupidity Tax & Why You Should Never Let a Google Rep Near Your Account
Perry Marshall is one of our favorite people in PPC. We’ve partnered with him on a few webinars, and we love that he doesn’t just parrot back conventional wisdom at you. He shares real insight into web marketing strategy and has a knack for analogies that hit home. He recently sent me the new edition of his popular AdWords guide, The Ultimate Guide to Google AdWords, and spoke with me about some of the great advice you can find inside.
About Perry: Entrepreneur Magazine calls him “the #1 author and world’s most-quoted consultant on Google Advertising … He has helped over 100,000 advertisers save literally billions of dollars in AdWords stupidity tax.” His Chicago company, Perry S. Marshall & Associates, consults both online and brick-and-mortar companies on generating sales ... > Read more
We had an interesting question posed by a commenter named Scott recently regarding how to target a very specific offer to a remarketing audience:Thanks for your insights. I have a question about how to really implement a remarketing strategy on the website. Take this scenario into consideration: a user views a page on the site, leaves, is later targeted with a remarketing ad that says something like 'Come back for 25% off' and includes a coupon code on the ad, so they click on it, return to the site, proceed to checkout.
..and can't remember the coupon code... What to do then? I'm trying to brainstorm ideas for how to remind remarketing customers about the coupon code without telling everyone about it who visits the site.For this it seems like the best way to direct these visitor... > Read more
Because they have so many products and users, Google’s account login and access processes are often fairly complicated, and this is never more clear than with Google AdWords. If you’re a small business using AdWords, you might have struggled with some of the following issues:How to grant access to your Google AdWords account to other usersUnderstanding which users currently have access to your accountRevoking AdWords account access to previous usersGranting access to an agency or a third-party PPC software productIn this post we’ll walk through how to deal with each of the above scenarios.
Managing My AdWords Account AccessBy navigating to the “Account access” option in the “My account” tab, you can quickly get a view of:Pending Invitations – See a list of the the invi... > Read more
Simultaneously decreasing your cost per conversion, but still getting inspiration for new keywords in order to expand your successful AdWords campaign? It’s possible! Using so-called "mirrored campaigns," the current campaign is split into two campaigns. One of these two campaigns contains keywords that are set at the keyword option exact and the other campaign contains keywords that are set at broad.
This post describes how you can easily create these mirrored campaigns in AdWords, as well as sharing some real results.AdWords advertising allows you to buy search terms in four different ways. These four keyword matching options determine which Google searches can trigger your ads to appear. The first option is broad match, in which the ad appears on similar phrases and relevant variation... > Read more
As with any aspect of Google’s AdWords program, billing within AdWords can be somewhat complicated and confusing for newer advertisers. In this post we’ll walk through some of the different AdWords billing options and billing features available for advertisers.What Are My Billing Options for Paying for Google AdWords?To customize your billing options you can simply navigate to the Billing Preferences screen under the Billing menu:Or you may have to go to the Billing Settings screen, depending on which version of AdWords Billing your account is showing:Regardless of what your interface looks like there are several specific options for payment:Method of Pay: Postpay versus PrepayYou can set up billing either postpay or prepay.
If you use postpay billing, you’ll accrue advertising costs... > Read more
If you have been working with PPC for a while you’ve probably already reached the conclusion that your text ads play a large part in determining the overall success of your PPC account. While bidding on the right keywords ensures that your ads are appearing in front of qualified searchers, if your ad copy isn’t enticing, there is a good chance that searchers won’t reach your site.
Worse still, they may end up at your competitor’s site. It doesn’t matter that your competitor charges more for a lower quality product while providing less service than you do. Why not? Because they wrote a better text ad. My old soccer coach used to say that you missed every shot that you didn’t take. In PPC, you miss out on every potential customer who doesn’t click.Need more proof that text ads ... > Read more