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)&nb... > 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 match and the other campaign contains keywords that are set at broad match.
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 releva... > 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
Breaking News!Adwords Releases New Live Chat Ad Extensions! Take a look at this incredible screenshot!What is the New AdWords Live Chat Ad ExtensionThis new Ad Extension appears to enable a live chat session by clicking on the "Live Chat" icon within the Google AdWords ad! The chat extension has not been announced by Google yet in any official capacity.
This exciting new ad extension builds on many other interesting ad extensions released by Google in the last year including:AdWords Communication/Email ExtensionsAdWords Social Ad ExtensionsAdWords Product Ad ExtensionsAdWords Call Ad ExtensionsAdWords Sitelink ExtensionsPersonally, I am very excited by Live Chat Ad Extensions in AdWords because it greatly reduces the the time it takes to speak to your leads, which should lead to higher conv... > Read more
This is another post in a series aimed at helping advertisers to better understand how to leverage all of the various tools in the AdWords interface to help get the most out of their campaigns. Previously we’ve offered guides to using:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsThe Google AdWords Audience TabGoogle AdWords Auto TargetsGoogle AdWords’ Left NavigationGoogle AdWords Tools & Analysis TabGoogle recently reconfigured how advertisers can manage their display campaigns, and in this post we’ll walk through the new Google AdWords display network tab.
Using the Google AdWords Display Network TabAs with most of the main tabs within AdWords (keywords, ad text, etc.) you access the display network tab... > Read more
October 23, 2000, will be a date forever remembered by internet marketers around the globe, as this was the birth of the first ever self-serve online advertising platform – Google AdWords. Google has gone on since then to become a multi-billion-dollar advertising system and the most frequented self-serve advertising platform that exists today.
This article is a brief overview of AdWords’ journey to arrive where it is today.2000-2003After initial testing proved successful in 1999, Google AdWords initially launched in October of the following year, on a pay-per-impression basis and only on the right-hand side of the search results.Users would sign up on a completely self-serve basis and set how much they were willing to pay per thousand impressions (or times the ad showed); whoever was b... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorThe Google AdWords Placement ToolThe Google AdWords Contextual Targeting ToolIn this post we’ll walk through how to get the most out of the Google AdWords ad preview and diagnostics tool.
What is the AdWords Ad Preview & Diagnostics Tool?The AdWords ad preview and diagnostics tool is a tool designed by Google to allow you to check the status of your ad and the way it’s being displayed to different searchers in ... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorThe Google AdWords Placement ToolIn this post we’ll walk through how to get the most out of the Google AdWords Contextual Targeting Tool.
What Is the Contextual Targeting Tool?In much the same way that the placement tool allows you to find websites that would be good targeting candidates for your display campaigns, the contextual targeting tool allows you to identify good groups of keywords to target within your disp... > Read more
We recently had an interesting question from a reader:Can I run an AdWords campaign for my products listed on eBay? If yes can I link it directly to eBay?The answer to this is a little bit tricky: eBay sellers are no longer able to submit products via their own merchant feed to Google product listings.
eBay sellers have to rely on the eBay product feed to have their products pushed to the Google merchant feed. The same goes for Etsy and similar marketplaces. Assuming your products are showing within the marketplace in question’s merchant account, you can submit those products via AdWords product listing ads (PLA).The way this works is that each marketplace is required by Google to have a multi-client account and create sub-accounts for sellers (more information on Google’s polici... > Read more
This is the sixth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolThe Google AdWords Traffic EstimatorIn this post we’ll walk through how to get the most out of the Google AdWords Placement Tool.
What is the Google AdWords Placement Tool?The placement tool is very similar to the search-focused AdWords keyword tool with the major exception that it’s focused on helping you locate placements to target on Google’s Display Network.How to Use the Google AdWords Placement ToolTo leverage the AdWords placement tool, you ... > Read more
On the heels of Google’s sunsetting of ad rotation in AdWords I had some additional questions about how, exactly, the “new ad rotation” would work, so I connected with our Google AdWords rep to get answers to my questions.Here’s what Google had to say about the change:AdWords currently offers three ad rotation settings: optimize for clicks, optimize for conversions, and rotate evenly.
Using the “rotate” setting for ad rotation is helpful for testing new creatives, but when run indefinitely can inhibit advertiser performance and deliver less relevant ads to our users.Starting next week, the “rotate” setting for ad rotation will change. Instead of rotating creatives for an indefinite period of time, this setting will only rotate for a period of 30 days. After that... > Read more
There is a lot of high-quality material available on how Quality Score works and on how to analyze it – for example, we created a Quality Score toolkit with a variety of content on the subject of Quality Score, and we talk frequently about how to better understand the metric, but as with anything else the most useful information on the subject of AdWords Quality Scores is how you can actually impact yours to generate more profits for your business.
As a result, in this post we’ll walk through some specific methods you can leverage to actually improve on low Quality Scores.Identifying Why Your Quality Scores Are LowBefore you can improve your Quality Scores, you need to better understand why they’re low and which knobs to turn to improve them. There might be a few specific things that... > Read more
Recently a customer asked us, “Why should I raise bids on keywords that already have high quality scores?”I answered this question via email, but I thought I’d post the answer here too so everyone can benefit from this bid management best practice. Here’s my response:We’ve analyzed thousands of AdWords accounts and found a strong correlation between Quality Score and cost per conversion.
Meaning, if you were to look at the cost per conversion across the different keywords in your account, comparing the CPA of the keywords with a Quality Score of 1 to the CPA of Quality Score 2 keywords, Quality Score 3 keywords, and so on, you would see that on average, the lower your Quality Scores, the higher your average cost per conversion. (We compared these findings with our partners at Goog... > Read more
This is the fifth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The Google AdWords change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerThe Google AdWords Keyword ToolIn this post we’ll walk through how to get the most out of the Google AdWords Traffic Estimator.
What is the AdWords Traffic Estimator?Not unlike the Google keyword tool, the AdWords Traffic Estimator is a tool designed by Google to give advertisers keyword traffic data on specific keywords before they create an AdWords campaign. Unlike the Google tool, the traffic estimator is giving more specific data points focused around not only expected traffic, but a... > Read more
This is the fifth post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Previous posts have focused on:The change history toolThe AdWords conversion tabGoogle Analytics Reporting within the AdWords InterfaceGoogle Website OptimizerIn this post we’ll walk through how to get the most out of the Google Keyword Tool within your AdWords campaigns.
What Is the Google Keyword Tool?Google’s keyword tool is designed to give advertisers information about which keywords they can add to their campaigns. The Google Keyword Tool has some important advantages and disadvantages to understand before acting on the data.ProsIt Leverages Google’s Own Data – One of the big advantages to using Google’s keyword tool is you have access to Googl... > Read more