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Google’s New AdWords Editor Version Offers Shopping Campaigns Support, More Display Targeting Options

adwords-editor-icon Roughly a month ahead of the rollover to Shopping Campaigns, Google has released a new version of AdWords Editor that supports the new campaign type. Google announced the old style of PLA campaigns will be shut down at some point in late August. Note that support is limited to editing Shopping Campaigns that are already set up, so you'll still need to create your new campaigns and product groups via the AdWords web interface. Other updates for display advertisers include support for more audience targeting. Interest categories and in-market audiences are now available from the "Assign Au [...]


Semantics: Google AdWords To Replace “Delete” With “Remove” In Most Instances

new-google-adwords-logo It's always seemed odd that choosing to "Delete" a campaign, for example, in AdWords doesn't actually mean the campaign will be vaporized as if it never existed. It's not possible to truly delete a campaign from an account -- that historical data remains available in perpetuity. That's good for historical records, but can be confusing for those new to AdWords. In a semantic move that has been a long time coming, Google is replacing "Delete" in AdWords with "Remove" in most cases. The change will go into effect in roughly two weeks. It's subtle, but makes sense. As Google writes in a blog [...]


The New Data Currency In A Digital World

How first-, second-, third-party data is collected The list of options on the performance marketing menu has been growing steadily. Whereas search had historically been the primary channel for direct marketers to drive leads and revenue, the array of opportunities has been increasing within the social and display channels, particularly given the rising popularity of retargeting. First-, Second- & Third-Party Data In A Data Currency World Accordingly, there's been a shift in the essential data currency for marketers. Within the search world, that currency has mainly been keyword data. But within the world of display and social, that curre [...]


Search Engine Marketing Helps Drive Back-to-School Sales

back-to-school-shutterstock Summer may just be starting, but advertisers that want to do well this back-to-school shopping season need to plan now to make the most of this really impressive annual consumer shopping event. In fact, at an estimated $72.5 billion in combined back-to-school and back to college spending in 2013 [1], this is the second-largest retail event of the year, after the winter holidays. What advertisers are best positioned to capitalize on this major seasonal event? Not surprisingly, 87 percent of the people we've surveyed report that school supplies are the No. 1 category. [2] Not far behind, [...]


Bing Ads Doubles Number Of Keywords Advertisers Can Review In UI To Support Larger Accounts

bing-ads-600 Bing Ads has taken another step toward supporting larger accounts. Yesterday, the ad network announced it had updated its user interface so that advertisers can now review accounts with up to 100,000 keywords in the Keyword Tab. As part of the updates, ad groups and tabs have also been configured to support the increased amount of data. This doubles the 50,000 keywords advertisers could formerly review in the Bing Ads UI after updates rolled out in May of this year. From the announcement: The Bing Ads team is continuing to scale the UI to much larger accounts and have started pilotin [...]


The 10 Most Important Paid Search Developments So Far In 2014

money-mouse-ppc-600 It's been a big year so far for product listing ads on both Google and Bing. Google started putting more ads in the Knowledge Graph. Bing followed Google's lead on combining tablet and desktop traffic. And Google said it would begin stripping paid search queries from referrer strings. Now that we're halfway through the year, let's step back and look at what's happened so far in paid search. These were the 10 biggest announcements and changes to come from Bing Ads and Google AdWords in the first half of 2014. Bing Ads There were three announcements made by Bing Ads in the first hal [...]


Mobile Calls Are The New Conversions: 7 Tips For SEMs

mobile-conversions-money-shutterstock Are you seeing depressing plateaus, or even declines, in your year-over-year conversion numbers? The fact is that a huge portion of search activity is moving to mobile. Soon, mobile activity will account for over 50% of searches. The problem is that the mobile conversions don't follow the mobile searches. For many SEM accounts, this means that year-over-year conversion volumes may be stagnating, or even look like they are declining. They probably aren't; it's just less trackable as people jump devices in their journey. People grab the device at hand and execute conversions in non-linear [...]


Google Beefs Up AdWords Location Extension Reporting And Targeting

google-adwords-local-map-featured Google has rolled out a couple of enhancements for paid search advertisers with brick-and-mortar locations. A new distance report for ads with location extensions show performance broken out by distance from your businesses, ranging from 0.7 miles to over 40 miles. The distance report is located from the Dimensions tab. Separate Settings For Location Extensions Within A Campaign Instead of having every every location extension within a campaign restricted to using the same setting, now location extensions can have different radius settings for targeting and bidding. For example, s [...]


Google Analytics Now Separates Brand And Non-Brand PPC Traffic

google-analytics-600 Brand and non-brand paid search terms typically perform very differently and most paid search teams analyze these sets of keywords separately. To make this task easier, Google has added a handy feature to Analytics that automatically segments brand and non-brand, or generic, paid search terms into distinct channels. No more building custom segments or filter strings. Analytics makes assumptions about which keywords are brand terms based on factors such as click-through rate, text string and domain name and buckets them in the Brand Paid Search channel. Non-brand terms are grouped under [...]


Remarketing Lists For Search Ads Can Now Use Conversion-Based Automated Bid Strategies In AdWords

google-adwords-600 Now when you enable AdWords conversion-based automated bid strategies in your Remarketing Lists For Search Ads campaigns, the predicted conversion performance of those remarketing lists will influence the bidding. Google announced on its Google+ page that remarketing list performance is now among the real-time signals such as location, browser, time of day that affect automated bid strategies in AdWords. Conversion Optimizer, target CPA and target ROAS automated bid strategies will each take into consideration the conversion performance of your RLSA lists and modify the bids when vis [...]


How Hard Should You Press The Gas Pedal In Paid Search?

1 to 2 The following post contains a number of metaphors strained to the breaking point; viewer discretion is advised. An enduring truth in the paid search business is that paid search managers and marketing teams spend far more time thinking about tactical minutia than they do thinking about what are far and away the most important questions to the business: "What is the ultimate objective of paid search for our company? And how do we measure success against that goal?" If the goals and measurement have been thoroughly fleshed out, considered and analyzed, then it makes sense that attention be [...]


VIDEO + SLIDESHOW: Search Powered Psychographics

Search Powered Psychographics In the future, intentional care must be paid to which potential customers are shepherded into the marketing funnel. As we follow them, we can't miss the opportunity to further refine the first targeting hop with a second. Most marketers don't know that retargeting can be filtered by either search or psychographics. The good news is that any marketer can do this, without expensive tools. In fact, you should be and will be in the future. It's your new job description. Presented at the Search Engine Land Summit at SMX Advanced 2014 in Seattle. Search Powered Psychographics: Enter The Age o [...]


Now You Can Apply AdWords Conversion Settings To Goals Imported From Analytics

new-google-adwords-logo The ability to import goals from Google Analytics into AdWords just got even more useful. Now you can tailor them to your paid search objectives by adjusting the conversion settings on each imported Analytics goal and transaction within AdWords. Flexible conversion counting, customized conversion window and editable conversion values can now be applied to any goals and transactions imported from Analytics. Conversion windows can be set between 7 to 90 days. Flexible conversion counting gives advertisers the option to count unique conversions only or every conversion action that occurs [...]


Why AdWords Dynamic Search Ads Work Better Than You Think

google-adwords-600 I have a confession: I used to hate Dynamic Search Ads. I'm sure some of you still do. For my part, I had used them unsuccessfully in a couple of accounts and decided they were no good. It wasn't until a few months ago, when I saw this awesome presentation from Matt Umbro at SMX West, that I decided to give them another shot. Let me say this: Dynamic Search Ads (DSAs) are not only a lot better than they used to be, they can also perform extremely well when optimized properly. Let's take a look at how to run a successful DSA campaign. What Are Dynamic Search Ads? Think of DSAs as [...]


13 Reasons Branded PPC Campaigns Are Beneficial For B2B Brands

brand-branding-shutterstock Branded PPC campaigns are a difficult concept to swallow for many marketers. Why would someone pay for a branded term they already (and will always) rank first for in organic search? In the B2B world, paying for terms surrounding your brand can yield numerous benefits. Here are the top 13 reasons you should consider building a branded campaign for your B2B brand. 1. Domination In SERPs Having multiple listings on one search engine results page (SERP) is a way to deliver a wider range of brand messaging to searchers. It also creates more opportunities for searchers to click through to your [...]


Google Updates Its AdWords Auction And Ad Rank Video For The First Time Since Revising The Key Formula

ad-rank-video-screenshot Along with a overview on Quality Score factors, this week, Google released an updated video on the AdWords auction and Ad Rank, the scoring system used in each auction that determines the order in which ads appear. Chief Economist at Google, Hal Varian, who has been starring in these videos since at least 2009, is back. This is the first new video on the AdWords auction since Google changed up the Ad Rank formula to factor in the use of ad extensions and formats. Varian's Ad Rank formula visual now includes "Format Impact". Varian walks through the factors that go into Ad Rank, how it is [...]


Google Releases AdWords Quality Score Primer Aimed At Dispelling Misconceptions

google-adwords-600 There has always been a healthy amount of debate over the importance of Quality Score as an indicator of Google AdWords success and the amount of focus that should be devoted to it. Today, Google issued a whitepaper called "Settling the (Quality) Score" to help advertisers use Quality Score to guide optimizations. Will it settle the debate? Maybe not, in fact it may just spark more conversation, but if you're involved in paid search at all, you'll want to check it out. Google describes Quality Score being like a "warning light in a car's engine" as opposed to being a "detailed metric [...]


The Impact Of Google Display Network Magazine Ads

questions-shutterstock In May, Google officially launched a new format for text ads on the Google Display Network (GDN) called magazine ads. Have you taken the chance yet to analyse what has happened to your text ads traffic since? Here's what they look like: I've looked into a few accounts to spot what key differences we're seeing now that this new format has been out for a month. The Impact On Click-Through Rate One of the placements I've been analysing is Devour, a video content site that came up as a placement for a Travel client targeting the USA. You can see from the image below that the text a [...]


eBay’s “Paid Search Is Ineffective” Study Gains Buzz And Skeptics, Again

Ebay jan 2012 bad ads pink roses in a vase By claiming that paid search is largely ineffective, eBay has attracted a lot of attention and buzz with media outlets repeating the findings. Anyone who isn't familiar with eBay's history of throw-it-at-the-wall-and-watch-what-happens paid search advertising strategy may be able to take the company's final release of a report that first made the rounds last year at face value. Those familiar with eBay's paid search efforts (i.e., "Bid on Cancer now") have taken the study with a grain of salt, if not discounted it outright. The problem isn't with the research or testing, it's the fact th [...]


Google Issues Best Practices For Shopping Campaigns Ahead Of This Summer’s Big Transition

google-shopping-600 With Shopping Campaigns becoming the default campaign type for running Product Listing Ads on Google by the end of August, the search giant has issued a best practices whitepaper to help marketers make the transition. The main points the paper dives into are product feed optimization and updates, Shopping campaign structure, bidding and mobile recommendations. Much of the best practices haven't necessarily changed from the original PLA recommendations -- use relevant titles and high-quality images -- but there are good baseline reminders such as limiting title length to 50 characters to [...]


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