In Part 1 of this series, you learned how to prepare the data we will be using to create our dashboard. In this article, I will show you:How to set up an Excel pivot table.How to use calculated metrics in a pivot table.How to use Named Ranges in Excel.How to use the OFFSET formula in Excel.Transformation (The “T” in “DTP”)We are going to use an Excel pivot table for our "transformation" layer in our DTP framework (worksheet).
You should already have your data prepared in the "current" worksheet, so you will need to:1. If you haven’t already, format your data as a table in Excel by highlighting your entire data set in the "current" worksheet and click on "Format as Table" from the "Home" menu.2. Now select any cell within your table and navigate to the "Insert" menu and insert a "... > Read more
Interesting things you will learn in this how-to:How to prepare data for year-over-year analysis in ExcelHow to use the Excel INDEX-MATCH formulaHow to use the Excel ISNA formulaA few weeks ago I showed you how to compare date ranges in AdWords, and then a few days later I came across an article on Search Engine Journal about using the new AdWords dashboard located on the "Home" tab.
In the article the author mentioned how, in the new version of the Home tab, you couldn’t do date range comparison like in the previous version. See the image below:So, I thought it might be interesting to try and recreate this chart and summary in Excel. The finished dashboard will look something like this:For this exercise I will be using a variation of the Juice Analytics DTP Framework.Data (the... > Read more
AdWords Position Preference Bidding Is Retired: What You Need to Know About AdWords Average Position
Google recently announced that they are retiring position preference bidding. Some smart PPC managers had been talking about how position bidding wastes money for some time, and Google's own chief economist had taken great pains to lay out the argument against bidding to position in your attempts to improve your actual sales and costs per sale.
If you're hearing this news now for the first time you might be wondering why people ever used bidding to position as a means of managing bids, what you should know about AdWords average position metric, and of course: whether or not there may be some instances where this data is still useful in your campaign.Why Bid to Position?Obviously with Google sharing some of its own data and Google and top PPC minds decrying the value of the metric... > Read more
We've written here about some of the things to be aware of with regard to the AdWords opportunities tab, and we've talked in depth about AdWords Campaign Experiments. AdWords recently announced a new feature that enables advertisers to run campaign experiments against AdWords opportunities. This is a really interesting feature combo -- both from a pure functionality standpoint and in thinking about where AdWords is heading, so let's unpack it.
What Exactly Does Opportunities & Experiments Combining Mean?So how does this play out, exactly? Basically all Google's done (from the end-user perspective anyway) is make the campaign experiments functionality visible and available as you're browsing the opportunities Google is presenting you with:(Funny aside: this is the screenshot from the Goo... > Read more
In the past I’ve written extensively about search query mining for negative keywords and new keyword opportunities, and while search query mining is arguably the best use of the search query report, there are other insights worth exploring. Have you ever wondered what search queries were driving your business last year and if they are still contributing this year? Are there new search queries emerging in your market? To answer these questions, you will have to do a year-over-year search query analysis.
While the AdWords interface does allow for date range comparisons down to the keyword level, it loses this functionality at the search term level. We are left with analyzing date range comparisons for search queries in Excel.Getting the right dataThe goal of this analysis is to c... > Read more
Reporting on Multiple 1-Per-Click Conversion Types (Conversion Action Names) in AdWords at the Campaign & Ad Group Level
If you're a PPC software company, one of the best opportunities to add value on top of the AdWords interface is by thinking more about advertiser pain points than Google is able to. Google frequently has to balance features that help their advertisers generate more revenue against features that help Google generate more revenue, and frequently since Google isn't an advertiser, even when they build something that seemingly has optimizing for conversions in mind, they don't always get it quite right for the advertiser.
Just as it's important to realize which new AdWords features aren't necessarily worth implementing, it's equally important to identify gaps in AdWords' feature set and reporting so you can find ways to fill it. Today we'll talk about one of these gaps: reporting on multiple 1-p... > Read more
Do you know the difference between broad match and modified broad match? Are you confident in your ability to use negative keywords to save money without losing valuable traffic? To maximize the profitability of your pay-per-click campaigns, you need to know how and when to use each of the keyword match types offered by Google AdWords.
Our newest white paper, the Complete Guide to AdWords Matching Options, can help you navigate the options. After reading this white paper, you'll have a clear understanding of: The differences between the keyword match types offered in AdWords How, when and why to use each match type to get the best results Using the new modified broad match option for more refined targeting How negative keywords can save you money and raise CTR Best practice... > Read more
If you work at a PPC agency – or simply manage PPC at a large or multi-faceted company – you may find yourself managing multiple AdWords accounts. The added complexities can make your job tricky, and your results may suffer in the process. Below are a few tips to make the management of several client accounts smoother and more efficient.
1. Log Into Each AdWords Account at Least Once a Day PPC can sometimes be unpredictable, and it’s important to make sure that the house isn’t burning down. When managing several Google AdWords accounts, a My Client Center (MCC) account can provide a useful dashboard for getting a quick daily overview of all of them simultaneously. On the MCC dashboard, there is a top-level view of key performance indicators including stats for impre... > Read more
Early this month I came across a blog post over at Vertical Leap about improving AdWords for the advertisers. There were lots of good suggestions in the post, and as you may know I like to make suggestions for AdWords myself. You never know when one of your suggestions will become a reality. I think it’s important to challenge AdWords and help them see things from the advertiser’s perspective.
One of the suggestions from the Vertical Leap post was to allow for the comparisons of date ranges. I thought this was a little odd since this feature is available today in the AdWords interface (very similar to the Google Analytics date range comparison). It’s very easy to overlook new features at the rate AdWords has been pumping them out lately, and I don’t remember AdWords... > Read more
Over the past few weeks, I’ve come across more than one comment or statement about how powerful the AdWords Automated Rules are for bidding and how this could really put pressure on the third-party software companies, be the death of bid management software, etc. I don’t agree. Over at Ad Innovations, Google gives us the example of using Automated Rules for raising your bid (by 20%) based on a keyword’s position (worse than 4).
They also say, “Modify your Max CPC bids based on CTR or conversion rates,” but offer no real direction for how to do this. Brad Libby talked about shooting your eye out with automated rules, which doesn’t sound too profitable. What I haven’t come across is any examples of how to bid intelligently with this new feature. Where are the rules for the Aut... > Read more
If you manage an AdWords account, you know it’s not an 8 to 5 job. You can probably relate to the experience of checking campaign spend every five minutes to make sure you pause a campaign at just the right moment so you don’t exceed your budget. Well, Google has taken another step to solve all of life’s problems with the release of AdWords automated rules.
Automated rules have been out in limited release since December, but the feature is now available on all accounts. This new tool allows you to schedule automatic changes to your accounts. I’m going to go through the basics of using automated rules, so get ready because you are about to have a lot more free time on your hands. What You Can Automate There are currently three types of changes you can automate: Stat... > Read more
Newly Released Google AdWords Optimize for Conversions Ad Setting Now LIVE: What Does it Mean for Your AdWords Campaigns?
I'm always a little skeptical about new AdWords features as you never know who is being presented with a great opportunity when Google rolls out a new feature. But every so often Google rolls something out that seems to be a direct answer to advertiser demand, like: Modified Broad Match AdWords Campaign Experiments (ACE) AdWords Automated Rules AdWords Call Metrics You get the idea: not everything Google does seems to be aimed at maximizing clicks and revenues.
Today we see (what appears on the surface to be) just such a feature. Google is rolling out a new "optimize for conversions" setting for your Google ads. From the AdWords blog: Show ads that are most likely to receive conversions more often Today we're announcing the launch of a new ad rotation setting in AdWords that allows ... > Read more
Three Underused & Hard-to-Find AdWords Features - Impression Share Metrics, Display Ad Builder, Ad Extentions
Another day, another new AdWords feature: today Google introduced Automated Rules. We’ve talked about how to evaluate new AdWords features and whether they’re good for you and your campaign, and the fact that AdWords is cranking out new features at a rapid pace is no secret. Amidst all the noise of new AdWords features it’s important not to get too caught up in trying every single new feature, particularly as there are older features that many advertisers aren’t getting the most out of.
In this post we’ll walk through three such features and how to leverage them in your campaigns. Impression Share Metrics Impression share metrics aren’t a secret to may veteran PPC managers, but they’re an underutilized asset to paid search advertisers. One rea... > Read more
Earlier this week in digging into some Google insights for search data we learned that an increasing number of you are looking for information about Google's AdWords Certification program: The impetus for all this new-found search interest is likely a rebranding of Google's partner program and a series of changes on Google's end to how the AdWords certification process works, including several eligibility standards.
As with the need for free AdWords videos mentioned here recently, not all of Google's help materials are immediately helpful, and the same is true for the documentation around the AdWords certification program (possibly another reason for a jump in search traffic here). In this post we'll try to represent some of the nuts and bolts information around getting google adwords cer... > Read more
Breaking News: Google has this week modified their ad headline format giving you yet another reason to care about Quality Score. The new ad headline may display twice as much information as before, combining both your headline and description line 1 fields, into one super-big headline (with its larger, bolder font) where it’s most likely to be noticed.
This change in ad text headline format only affects high Quality Score ads that appear above the search results on Google. Additionally, it will only super-size your ad text if each line appears to be a distinct sentence and ends in the proper punctuation. The headline and description line 1 will be separated by a hyphen. Now, some top placement ads will have even longer, more eye-catching headlines. Here's just one example of the lon... > Read more
When you have to read a help file to understand how to use a feature, doesn’t it bug you? Don’t you wish that things were a little more intuitive and easy to use? For whatever reason, the AdWords team seems to be masters at releasing very useful features (sometimes awesome features like Broad Match Modifiers) and then making them a pain to use.
You may remember my concerns about ACE for ads a few weeks back. Again, ACE for ads is great, but no fun to use. I hate to be negative about negative keywords, which I love so much (see my posts on search query mining), but AdWords made me feel stupid when I created my first "negative keyword list." I hate it when software makes me feel stupid. Creating the list was very straightforward. Simply: Navigate to the Control panel and library C... > Read more
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Build customer loyalty: Start new customers on AdWords with a risk-free trial.Get some free advertising for your business. But First, Check out Our Most Popular AdWords Articles!If you're starting an adwords account, be sure to check out some of our top free PPC training articles to ensure your google adwords promos are... > Read more
If you're new to AdWords, the platform can seem overwhelming, and like anything you'll likely look for help in the form of forums, tutorials and books. There are a lot of great training programs (like PPC Blog and Certified Knowledge), a number of excellent books (like Brad Geddes' Advanced Google AdWords and David Szetela's Pay Per Click Marketing an Hour a Day), and of course AdWords' own help resources.
One challenge people new to AdWords sometimes face is that the help materials can be a bit dry, and the complexity of the AdWords platform can be a bit intimidating. As a result a lot of times videos can be a good way to get going and can help you understand how your ads are served. Once you understand the basic idea behind pay-per-click marketing these videos will help you to get a more ... > Read more
One of my PPC New Year’s resolutions was to start taking advantage of geo-targeting more in AdWords. Analyzing your AdWords Geographic Report is a good place to start with developing your strategy for setting up geo-targeted campaigns. Everyone knows about the power of Excel for PPC data analysis, but not too many people are taking advantage of the power of data visualization using Tableau.
Download Tableau Public Tableau is an easy-to-use business intelligence and data visualization software. You can download a copy of Tableau Public for testing. Tableau is like a visual pivot table and really shines at displaying multi-dimensional views of data. Don’t be intimidated, Tableau has lots of training material on their website, so it won’t take you long to start slicing and dicing ... > Read more
AdWords is getting very complicated. There are new features being churned out constantly, and if you're a new advertiser or simply not a paid search expert, it's difficult to keep up with what's in the interface, let alone make use of all the tools. Obviously we can't review the utility of every single new feature for every single advertiser here on the blog, but I thought it would be useful to walk through a specific feature for a specific type of advertiser.
The aim will be to offer advice for how to evaluate new features and whether there's utility in leveraging them for your own AdWords campaigns. Evaluating a New AdWords Feature: The Ad Interactions Report AdWords announced the introduction of a new report in the dimensions tab (the reports' having moved to the dimensions tab is ... > Read more
In any given month, AdWords experiments with numerous subtle variations of the Google search results page, testing everything from font sizes and colors to layouts and spacing, as well as dozens of other variables. Recently, they found that by standardizing the look of the URLs on the page, it had a slight improvement on ad click-through rates.
As a result, they're changing the appearance of the display URLs of all ads that appear on Google and search partner sites. This is a global launch that affects all Google domains. Following the change, the domain portion of the display URL will always be shown in lowercase letters. The following illustration shows an example of how the ads will be displayed post-change. This change affects the domain portion of the display URL, including any subdo... > Read more
If you're a paid search expert focused on managing pay-per-click campaigns, you're likely up to date with Google's constantly expanding feature set. But if you're new to AdWords or are managing paid search campaigns as one of multiple responsibilities, it's likely there are some important things going on in your account that you aren't even aware of.
In this post we'll call out five key things that many PPC advertisers don't realize about their Google AdWords accounts.1. Keywords Aren't Actually What Searchers Are TypingMining search queries is a crucial part of the paid search management process, but many advertisers aren't aware of the fact that keywords aren't search queries: the keywords you bid on frequently aren't the things people are actually searching for. Because of the way match ... > Read more
Was anyone else a little confused and let down when Google launched AdWords Campaign Experiments back in August without the ability to test ads? Instead of the obvious new ad testing features, Google focused on split testing across ad groups and campaigns for changes to keywords and ad groups.For example: The first test I ran was a keyword reduction test.
I paused low impressions, low Quality Score keywords, etc. for an entire campaign. ACE worked great for this type of test.But why not start with the ads? Ads are the single most tested element of anyone’s PPC campaign, and yet they were mysteriously missing from the initial release.So, Google has now announced the ability to use ACE with your text and display ads. Better late than never—right?You can watch the video below to learn how... > Read more
We recently did a post on how to use AdWords Campaign Experiments and why they have the potential to be so powerful. In that article and in Joe Kershbaum's post over on Search Engine Watch, one of the biggest complaints was what a hassle it is to export AdWords data and report on it from Excel. It certainly is significantly more work than it needs to be, but because I think this is such an amazing tool (it can be as valuable to a PPC campaign as Website Optimizer, in many ways) I think it's worth walking through how you can actually get at the output of your campaign experiments so that you can act on the insights.
Defining the Problem - Why AdWords Exporting of ACE Needs Help Let's imagine we've set up a nice AdWords campaign experiment. How do we view this data? Well, we can start by cre... > Read more
There are few things as frustrating in the world of internet marketing as having your Google AdWords account suspended. Many people are surprised when it happens. Google essentially has a policy of no tolerance. If you violate their terms of service, you will not be able to get a new account under the same name, and you will not be able to drive traffic to the same domains through AdWords ever again.
The only way to avoid a suspended Google account is prevention. Here are some of the reasons that an AdWords account might get suspended. Your Site Displays Only Ads If your only goal in using AdWords is to drive traffic to your site so that you can make money off of advertising, Google will not consider your site to be an appropriate landing page. The reasoning behind this is that when a user... > Read more
One of my AdWords accounts got an interesting AdWords class action lawsuit notice today (bolding is mine): Subject: Google AdWords Class Action Settlement Notice Google is sending you this notice of a proposed class action settlement that may affect your legal rights as a creator of an AdWords campaign between October 2007 and July 2009.
This notice is being sent to you by Court Order so that you may understand your rights and remedies before the Court considers final approval of the proposed settlement on March 11, 2011. This is not an advertisement or attorney solicitation. A settlement agreement has been reached by the parties and is pending approval by the Court. Under the proposed settlement, Google will pay a total of $3,500,000 to the settlement class, in... > Read more
Within the Google AdWords interface there are some awesome tools, like: AdWords Campaign Experiments The Search Query Report Modified Broad Match Analyze the Competition These controls are fantastic power tools for power users that allow for a lot of great campaign optimization tactics. Some other tools inside the AdWords interface either aren't so useful, are hidden from view, or can have a dubious overall impact on your campaigns -- like the hard to find IP exclusion tool and conversion-focused bidding options like Enhanced CPC and AdWords Conversion Optimizer, which can generate terrific improvements in many cases but force advertisers to cede control of their bids to Google.
A great example of a tool that falls into this second category is the AdWords opportuniti... > Read more
This is a guest post by Martin Röttgerding, Head of SEM at Bloofusion Germany. Learn more about Martin at his blog at www.internetkapitaene.de or follow him on Twitter. A new wave of AdWords Quality Score drops is troubling advertisers again. A thread on the AdWords help boards suggests that it started last Friday, just before the weekend.
A Google employee has confirmed that fixing the problem is now a priority for Google's engineers. I used the Excel sheet from WordStream's Quality Score Toolkit to analyze the changes that occurred in one of our accounts. Below is the account's usual Quality Score distribution: The red bars show how often a Quality Score occurs in the account. The green line is an average Quality Score distribution according to WordStream's worksheet. The graph ... > Read more
Perhaps the most powerful thing about paid search is that PPC campaigns offer instant feedback. This is what makes A/B testing so powerful: you’re able to funnel the firehose of data that pay-per-click campaigns fire at you into either of two theses and get instant feedback. This is why a new AdWords feature called AdWords Campaign Experiments (or ACE) is so powerful.
Basically this feature allows you to isolate certain aspects of your Google AdWords campaigns and test certain elements, splitting off traffic in whatever way you like. In this post I’ll walk you through: The things you can test using AdWords Campaign Experiments The things you can’t test How to set up an experiment How to measure your results As background for anyone not familiar with the feature, Google has a... > Read more
It looks Google has rolled out a new tab/feature called auto targets. It looks like the feature leverages the Google Merchant Feed and allows you to create product sets and link them to ad groups, but as Matt Umbro points out the help page appears to be a blank document: Anyone have any more info here? If anyone has a write up drop it in the comments and we'll update the post with any links.
UPDATE: The feature doesn't appear to be that new after all :). Thanks to Chad Summerhill of PPC Prospector for the link to Elizabeth Marsten's awesome in-depth walk through on Portent's blog and for dropping in the help rollover info (for some reason that help menu never loaded for me): Auto targets Auto targets allow you to target your ads to search terms by specifying attributes th... > Read more