One big inconvenience for Google AdWords advertisers has always been that every time any part of an ad is changed, a new one is created and the old ad is […]
I’ve said it before and I’ll say it again: The power behind running successful pay-per-click (PPC) campaigns lies in the knowledge of the platforms and the knowledge of how online […]
Why the Change? The advancement of internet usability on mobile devices, combined with more people getting their hands on them, has led to rapid growth of mobile search usage. When […]
You’ve written what you perceive to be a good ad (or let’s hope you wouldn’t have written it). But, what you perceive doesn’t matter. It doesn’t matter to the search […]
When managing PPC campaigns (or any marketing campaigns for that matter), analyzing, testing and adjusting given information about your competitors can be extremely helpful and necessary. Knowing what they may […]
There’s been a lot of talk about Google’s new Dynamic Search Ads (DSAs) format/campaign structure and how effective they might be for different types of businesses. Much of the conversation […]
Here’s the latest news in the world of paid search (ppc) marketing so that you can stay ahead of your competition and make more money.
There is something you need to know about your target audience. They’re lazy. We’re all lazy. Most shoppers/searchers follow what is called “The Principle of Least Effort.” Here’s an excerpt about this principle from Wikipedia…
This principle states that an information seeking client will tend to use the most convenient search method, in the least exacting mode available. Information seeking behavior stops as soon as minimally acceptable results are found.
Google has created a new tool to help you correlate search trends with any other data you might want to throw in. It takes a look at your trending pattern and shows matching patterns. You enter a data series and get back a list of queries whose data series follows a similar pattern. You must remember that correlation doesn’t necessarily equal causation, but can likely find some great insights here into search strategy.
What I’m about to tell you will totally revolutionize your PPC campaigns and make you A LOT more money. It’s simple, but not well known and not widely practiced. Most of your competition isn’t doing it. This is why you should be. Really, I should not be telling you this. I should really keep it to myself. Maybe I’ll just write about organizing your campaigns or how you shouldn’t run search and content ads in the same campaign. Been there, done that. Shoot. Then again, it should be ok. Most of you will follow the principle anyway, so I should have nothing to worry about. 🙂
In an effort to improve relevance on the web, Google is utilizing searcher’s relationships. A new button in search results enables signed-in searchers to get recommendations on search results pages and websites from the people they are connected to through their Google profiles. Google is saying it won’t affect how quality score is calculated. But, it does affect quality score because if the recommendations improve CTR, then your quality score improves.
The latest news to keep you ahead of the competition in managing your paid search advertising…
If you manage a PPC account, you know that for several years now AdWords has had three match types: exact, phrase, and broad. You also know what they mean and how your keywords are matched to search queries. Up until a couple of years ago, broad match meant that the keywords in your phrase were matched to queries that had all of your words in any order.
Then, broad match became “expanded broad match” where Google’s algorithm was given free reign to decide if search queries were a close enough match in search intent to show your ad. Many of the results were not even close. Your keyword could be business cards and your ad would show on state ids and business plans.
Google’s Display Network has two types of targeting options. The first, automatic placements, we’ve talked about already. This is where you create keyword-themed ad groups and Google makes your ads eligible to appear on web pages whose content theme matches the theme of the keywords in your ad group. Now, we’ll talk about the second – managed placements.
First, we took a look at types of ads that you can test and then we look at how to analyze the results of your tests and set up new ones. But, one more thing we must know is when to consider a test complete and ready to be analyzed. If you consider a test complete before you have statistically significant results that prove with great confidence that what you observe is actually true, you may find yourself making conclusions that simply are not. Therefore, you need to know when you have enough data for this to be the case.