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
AdWords has announced changes to how the Exact Match and Phrase Match keyword match type options works. Previously, a keyword set to exact match in your AdWords account would only trigger ads for user search queries that exactly matched the keyword you specified (hence the name: exact match), and similarly, a phrase matched keyword would be triggered by search queries containing the phrase that you specified.
Soon, Google will be changing the definition of these keyword match types to behave more like Modified Broad Match. It will serve up ads for a far more diverse set of search queries, including:keyword misspellingssingular/plural formsstemmings (word endings such as "ing", "ed", etc.)accentsabbreviationsAs is always the case, Google claims that the motivation for the change is user bene... > Read more
This is the fourth 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 InterfaceAnd in this post we’ll be walking through how to leverage Google Website Optimizer within your AdWords account.
How You Can Use Website Optimizer within Your AdWords AccountWebsite Optimizer allows you to set up split tests and multivariate tests to measure the impact of different landing page designs within your AdWords campaigns. Implementing Website Optimizer requires adding some code to the pages you’re including in your test.The first (and most important) step in making use of the tool is, of cours... > Read more
We're often on about the importance of AB testing multiple versions of your ads as a means of seeing what messaging really works with your audience and thereby maximizing your clicks and conversions. It's one thing to acknowledge the importance of testing, but it's another to implement that strategy if you're not sure what to test.
The folks at AdChop have put together an infographic with a bunch of ideas for things to test in your ads, including text ads and image ads (these principles also apply to landing pages, your home page and anywhere else you're looking to drive conversions and engagement). Check it out!AdChop – More Profitable Ad Campaigns... > Read more
In recent months we’ve put together a series of posts to help provide small to mid-sized AdWords advertisers with easy-to-implement, impactful tweaks they can make to their campaigns, even if they have limited experience managing accounts and limited time to make these updates. These include:Google AdWords Quick Wins Volume 1Google AdWords Quick Wins Volume 2The Overworked Advertiser’s Guide to AdWords Bid ManagementThe Overworked Advertiser’s Guide to Google AdWords Bid Management: Volume 2Google AdWords Basics: 5 Things to Get Right FirstIn this post we’ll offer seven quick, simple things to keep in mind in optimizing your accounts.
These are common mistakes that new and smaller AdWords advertisers frequently overlook that can help transform underperforming AdWords accounts.1. Ma... > Read more
This is the third post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. The first post focused on the Google AdWords change history tool, in the second post we walked through the AdWords conversion tab, and in this post we’ll be looking at Google Analytics reporting within the AdWords interface:Using Google Analytics Within the AdWords InterfaceWhile Google AdWords has some robust reporting features, you can gain some additional insights by leveraging Google Analytics reporting within the AdWords interface.
There are a few main areas where you can get access to information within the analytics that you can’t get within AdWords analytics alone. Before you start, make sure your AdWords is linked to Analytics.Engagemen... > Read more
This is the second post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. The first post focused on the Google AdWords change history tool, and in this post we’ll be walking through the AdWords conversion tab.What Can You Do in the AdWords Conversions Tab?Within the conversions tab you can perform a number of tasks:Google AdWords Reporting – This isn’t really the most robust place for conversion reporting, as you can get better information either in the main campaign tab or in the AdWords conversion report within the dimensions tab, but you can get a quick look at the number of multi-click conversions within AdWords from this view.
You can drill down to the Web page level as well to see which website conversions are rep... > Read more
This is the first post in a series that focuses on using the various tools located within the Google AdWords tools and analysis tab. Today we’ll talk about the change history tool, what it’s for and how you can leverage it within your own AdWords account.What Is the Change History Tool and Why Is It Useful?The change history tool, as the name suggests, shows you all the changes that have been made within your AdWords account.
As you can see from the screenshot above, there are a lot of different data points related to your account that you can learn about from within the change history report. These include:The types of changes that have been made – you can filter by:AllBudgetCPCKeywordStatus (active, paused, deleted)DistributionTargetingAdThe date and time of the changeThe area of t... > Read more
Over the last few months we’ve created a series of in-depth guides designed to help AdWords advertisers better understand a lot of the different features and functionality available to them within Google AdWords. Thus far we’ve covered:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsThe Google AdWords Audience TabGoogle AdWords Auto TargetsGoogle AdWords’ Left NavigationOver the course of the next several posts on the blog we’ll be walking through the various tools available within the “Tools and Analysis” tab.
What’s in the Tools and Analysis Tab?Within the tools and analysis tab along the top navigation of AdWords, you’ll find a number of valuable AdWords tools:Change History – This is home to a li... > Read more
Recently we’ve published a series of posts designed to help you save time and money on Google AdWords management, including:Google AdWords Quick WinsGoogle AdWords Quick Wins Volume 2The Overworked Advertiser’s Guide to Bid ManagementBid Management for the Overworked Advertiser Part 2: CPA Bidding with Conversion OptimizerIn today’s post we’re focusing specifically on tactics and adjustments that can help small to midsized AdWords advertisers get more done in less time within their Google AdWords accounts.
We’ll walk through three general ways you can get some of your time back when managing your AdWords account:Give Google More ControlAutomate ProcessesBreak Out Your WalletWe’ll flesh each of these tactics out in the coming paragraphs.1. Give Google More Control of Your ... > Read more
We’ve been running guest posts by Ryan Healy, a copywriter for BoostCTR, for quite a while now. Each post focuses on a single A/B test and analyzes the strengths of the winning ad (that is, the ad with the higher click-through rate). There’s so much good ad writing insight in these posts, I thought it was time to dig back through them and pull out some takeaways.
Here are five ad writing lessons gleaned from Ryan’s A/B tests that you can use to improve your AdWords CTR and Quality Score.Lesson #1: Leave Out the LingoDon’t use insider jargon that your audience might not know or understand in the context of your ad. For example, look at the below ads: PPC Ad #1PPC Ad #2 The second version increased CTR by 70%. The first version uses some confusing terminology: “No XP reqd.... > Read more
This is the fourth and final post in a series on getting the most out of the Google AdWords left nav. The first post in this series focused on the Google AdWords shared library, the second post walked through the Google AdWords reports within the AdWords left navigation, the third post centered around how to make use of the Automated Rules section of the AdWords left nav, and this final post will be about custom alerts.
Google AdWords Custom Alert ManagementNot unlike the reporting and automated rules functionality within AdWords, the custom alert section within the left nav isn’t designed to create custom alerts, but rather to manage the custom alerts you have already set up.First off, to create new custom alerts you want to work within the Campaigns tab. Select “Create a cus... > Read more
PPC bid management is one of the more complicated areas of PPC marketing, so many advertisers choose to automate using either the automated bidding option in Google AdWords or a third-party bid management solution. Both approaches have their upsides and downsides – Google’s automated bidding feature is free, but requires you to give up complete control, and it’s less than transparent.
Third-party bid management software is generally more robust, but (obviously) it comes with a price tag, so it may not be feasible for smaller, budget-strapped advertisers.I was curious how most AdWords advertisers handle the PPC bid management process, so I asked 18 practicing PPC experts three questions:Do you use automated AdWords bidding in Google AdWords? Why or why not?If not, when do you raise an... > Read more
This is the third post in a series on getting the most out of the Google AdWords left nav. We’ve done several similar posts in recent months designed to help advertisers better understand all of the features and functionality available to them within the AdWords interface. The first post in this series focused on the Google AdWords shared library, the second post walked through the Google AdWords reports within the AdWords left navigation, and this post will center around how to make use of the Automated Rules section of the AdWords left nav.
Google AdWords Automated Rules ManagementSimilarly to the AdWords reporting suite within the left navigation, the primary function of the automated rules section of the left navigation isn’t creating rules. Creating a new rule is easiest ... > Read more
Recently we’ve been running a number of posts focused on helping new and overworked advertisers get more out of Google AdWords, such as:The Overworked Advertiser’s Guide to Bid ManagementBid Management for the Overworked Advertiser, Part 2: CPA Bidding with Conversion OptimizerGoogle AdWords Quick Wins: Two Reports that Could Save You ThousandsAdWords Quick Wins, Volume 2: More Reports that Could Save You ThousandsAnd towards that end, we want to share some quick, simple answers to frequently asked questions from new advertisers.
These issues can burn your AdWords budget in various unintended ways if you’re not aware of the potential pitfalls.What is Adsenseformobileapps.com?Adsenseformobileapps.com is a domain owned by Google that redirects to a help page on Google.com entitled “S... > Read more
This is the second post in a series on getting the most out of the Google AdWords left nav. We’ve done several similar posts in recent months designed to help advertisers better understand all of the features and functionality available to them within the AdWords interface. The first post in this series focused on the Google AdWords shared library, and this post will walk through Google AdWords reports within the AdWords left navigation.
Pre-Set AdWords ReportsNot unlike the reporting capabilities you’d find in the AdWords dimensions tab, within the reporting section in the left navigation you’re offered a series of standard reports:Keyword reportCampaign reportGeographic reportDemographic reportThese are actually just links to reports that live in other areas, though – the geograph... > Read more
In recent weeks we’ve been creating a series of guides to various components of the Google AdWords interface to help advertisers understand all of the features and functionality available to them within AdWords. This is the first installment in our series on how to make the most of the Google AdWords left navigation, and we’ll be focusing on the AdWords Shared Library.
What Lives in the Shared Library, and What Purpose Does it Serve? Within the AdWords Shared Library are three core elements:Audiences – These are specific segmentations based on interest and the way people have interacted with your site (for more information on audiences check out our AdWords audience tab guide) that you can leverage within your display campaigns.Campaign Negative Keywords – These are negative ke... > Read more
Recently we’ve been sharing several specific tips designed to help novice to intermediate AdWords advertisers with more on their plate than just managing pay-per-click campaigns to get greater efficiencies out of PPC marketing. We published a two-part series on some simple reports that can unearth thousands of dollars in PPC savings:AdWords Quick Wins: Two Reports that Could Save You ThousandsAdWords Quick Wins Volume 2: More Reports that Could Save You ThousandsWe also shared a basic methodology for managing bids for advertisers with minimal time and resources.
In this post we’ll walk through an alternative to that approach for the same overworked AdWords advertisers: CPA bidding in AdWords.What Is CPA Bidding and Who Should Use It?CPA bidding, or cost-per-action/acquisition bidding, ... > Read more
In recent weeks we’ve been working through a series of posts on various components of the AdWords interface that are designed to help advertisers better understand all of the different options and features available to them within Google AdWords. To date we’ve covered:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsThe Google AdWords Audience TabGoogle AdWords Auto TargetsIn the next series of posts, we’ll focus on a somewhat overlooked component of the AdWords interface: the items contained in the AdWords left navigation within the campaign tab.
What’s in the Left Nav within the Campaigns Tab?Within the left navigation in the campaigns tab you’ll find a series of interesting tools that allow you to report o... > Read more
If you read many PPC blogs, you know that there are a ton of interesting and clever tips and tricks that you can leverage to squeeze more efficiency out of your online marketing campaigns. The trouble is, if you’re running an AdWords account there's a fair chance that you’re:Running your own business as wellResponsible for several other components of your company’s marketingSpending real money on AdWords, but not enough to hire an agency or full-time employee to manage itThis forces you to rule out a lot of those tips and tricks, simply because they won’t have a big enough impact for the time they take to implement – naturally, you have to weigh any optimization efforts you might make against other areas of your business you could be improving.
While understanding that specific tw... > Read more
Recently we’ve created a series of guides on various parts of the AdWords interface designed to help advertisers better understand all of the features and functionality available to them within AdWords, including:AdWords Ad ExtensionsAdWords Reporting via the Dimensions TabAdWords Campaign SettingsCreating & Analyzing AdWords AdsAdWords Audiences & the Audience TabIn this post, we’ll focus on another area within the AdWords interface: the Auto Targets tab.
What Is the Google AdWords Auto Targets Tab?Many people new to AdWords wonder what this tab even is – in fact the tab is irrelevant for some AdWords advertisers. The auto targets tab is a component of Google’s product listing ads. If you sell e-commerce products, you likely (and should) have a Google Merchant account. (As ... > Read more
We blog a lot about the ins and outs of Google AdWords here at WordStream, for the obvious reasons – PPC is our specialty (or “speciality,” as Engywook from The Neverending Story would say), and AdWords is still #1 when it comes to PPC.Let me get this out of the way, or Larry will razz me for days – our most popular AdWords post of all time is actually a list of AdWords promotional codes.
But those codes are all good and expired now, so let’s move on to the articles that are still well worth your while, shall we? :D Yes, let’s. Here are our top 10 most popular AdWords blog posts OF ALL TIME!The Most Expensive Keywords in Google AdWords – I used to always wonder what the most expensive PPC keywords were, and couldn’t find a satisfactory answer. So we decided to do the resear... > Read more
Last month we shared two simple reports that could save you thousands in wasted AdWords spend: search partner performance and device performance. These types of reports are great for small and medium-sized businesses because (once you know they exist) they only take a few minutes to pull, and they can give you quick insight into a dimension of your campaign you may be altogether neglecting.
Today we’ll walk through two more easy to pull reports that could uncover thousands in potential savings: the placement report and the audience report.Quick Win #1: The Google AdWords Placement ReportThe AdWords search query report is frequently talked about on PPC blogs like this one (we did a whole series on search query mining, for instance), but placement reports get less coverage, and subsequently... > Read more
This is the third and final post in a series on the Google AdWords Audience tab. In the first post in the series, we walked through what an AdWords audience really is and the types of audiences you can target and in the second post we focused on the reporting options available via the audience tab and what you can do with the data.
In this post we’ll focus on best practices for creating specific types of audiences within the AdWords interface for your Google AdWords display campaigns.What Audiences Can You Create?Before you can create strategic audiences you need to understand what characteristics can make up an AdWords audience. In creating the audiences that live within the audience tab, there are two core types of segments you can target:Specific Category InterestsThis is an option to ... > Read more