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Google AdWords To Roll Out Flexible Conversion Counting, Says Goodbye To 1 Per-Click, Many-Per-Click

new-google-adwords-logo This morning, Google announced in an email to a number of advertisers that upcoming changes will give advertisers more flexibility in how they track conversions in AdWords. With the update comes a semantic change that ushers in new names for the Conversions one per-click and Conversions many-per-click columns. With the change, advertisers will be able to choose one of the following conversion settings for each conversion action being tracked (including goals imported from Google Analytics): All conversions setting: With the All conversions setting each sale or conversion action that occ [...]


Google’s DoubleClick Search Ramps Focus On PLAs And Ecommerce With New Commerce Suite

DoubleClick logo In a sign of where its focus lies and the growing importance of PLAs in the search ecosystem, today Google is introducing the DoubleClick Search Commerce Suite, what it calls "a smarter, faster, product-centric layer to search management". The Commerce Suite is comprised of two new capabilities: 1. Dynamic Product Listing Ads creation is an extension of inventory-aware campaigns, which launched in June of last year, as an update of its inventory management solution. Advertisers can automatically create ad group, keywords and ads based on their Google Merchant Center feeds. Dynamic Produc [...]


Start The New Year With A PPC Health Check: Part 2

health-computer-keyboard-featured Welcome to Part 2 of my PPC Health Check series! In part 1, I covered account structure, settings, conversion tracking and budgets. Today's piece will help you understand the areas you need to be checking with regard to keywords, ads and performance. Reviewing a campaign properly isn't something that is done in 20 minutes -- you'll need to spend hours checking these things over in detail, depending on how large your account is. Please keep this in mind when checking over your own accounts. [caption id="attachment_183260" align="aligncenter" width="600"] Click to enlarge.[/caption] As [...]


Google Brings Search Funnels Attribution Modeling Tool To AdWords

funnel-leads-attribution-featured Google announced it is adding a Search Funnels Attribution Modeling Tool to AdWords to help marketers better understand how AdWords campaigns are part of the sales funnel. Advertisers can look at five different attribution models in AdWords and compare up to three attribution models simultaneously to analyze keywords, ad groups and campaigns that are contributing to the funnel, but aren't represented in last click conversions. The five attribution models in the new tool are: Last click: Gives all credit for the conversion to the last-clicked keyword First click: Gives all credit [...]


Are You Ready For The New Google Shopping Campaigns?

google-shopping-products-featured This past October, Google announced a new campaign type for Google Shopping which fundamentally changes campaign management for Product Listing Ads (PLAs). Google Shopping Campaigns are currently in beta (you can request to sign up here), but are likely to become the main campaign structure for Google. This will revolutionize how you create Google product ads. So, how can you avoid getting burned by the New Google Shopping campaigns? Read on to find out. 1. Choose Your Product Groups Wisely Google has emphasized that the new campaign structure for PLAs is designed to make managing P [...]


Who’s Tops? Bud Light Is Unseated As Number One Super Bowl Advertiser On Google And Bing

goal-posts-wisecontrarian-flickr-7993738373_db9fa4009a_b It looks like we have an upset. Bud Light appeared to be the clear front runner among Super Bowl advertisers running paid search ads on Google and Bing, It turns out the King of Beer's less filling counterpart is merely the runner up on both search engines. Volkswagen has garnered the top spot with the most ad impressions on Google. While Nestle has taken the lead on Bing to promote the new Butterfinger Cups. That's according to the monitoring service BrandVerity, which began monitoring paid search ads across 27 super bowl-related keywords on January 21. BrandVerity's Sam Engel says they [...]


Bing Ads Editor Update Gives The Lowly “Sync Update” Window Real Functionality

bing-ads-new-240px In the newest update to Bing Ads Editor, the Bing Ads team has given the Sync Results window some useful functionality Like AdWords editor, the new synch window in Bing Ads Editor shows the total number of changes and the number of those that have been successfully downloaded from or posted to the account. A new Status column replaces the old Errors column. This column will return either Success or Error links in each row. Clicking on the notice will open a new tab with outcome details. Nearly Hidden Gem Also new are options to document and share the sync results. The clicking the Sho [...]


I Don’t Want No Scrub (Agency)

ppc-puzzle-featured You know the song, so sing it with me people! I made some modifications to the lyrics below that demonstrate my point well: I don't want no scrub (paid search practitioner) A scrub (PPC ) is a guy (PPC person) that can't get no love from me Hanging out the passenger side Of his best friend's ride Trying to holler at me (a customer and/or prospect interested in PPC) To me, a scrub practitioner pretends to know the ins and outs of PPC. They go to search conferences, read related forums and articles, use the right jargon, and send out flashy looking proposals. In the end, they're a b [...]


Google May Be Forced To Pay $1 Billion To Patent Troll

google-legal-cash-featured A New York-based "patent troll" called Vringo, through its subsidiary I/P engine, successfully sued Google, Microsoft, AOL and others using two patents related to search advertising. The plaintiff won approximately $30 million at trial in 2012. Google was asked to pay $15.8 million of that amount. Yet plaintiffs were also seeking ongoing royalties, which the court has now awarded. Google was contesting the royalty and the company will likely now appeal the calculation, which is potentially massive. The math is confusing. However, as Ars Technia reports, the royalty amounts to ju [...]


5 Tactics Super Bowl Advertisers Are Using To Boost Their Paid Search Campaigns

ppc-featured In the weeks leading up to game day, several Super Bowl advertisers have been employing paid search to help ensure their campaigns are found by the legions of users searching for "Super Bowl ads". While the majority of Super Bowl advertisers still aren't taking to SEM, those that are have been displaying some interesting tactics that are worth a look. Here are five trends we've noticed from the Super Bowl advertiser ads currently running on Google and the Yahoo Bing Network. 1.YouTube is King All but one advertiser in the examples below link  to YouTube in their ads on "super bowl" rel [...]


The Search Agency: CPC Increases Across The Board, Weaker Bing Ads Spend In Q4 2013

CPC growth The Search Agency Q4 2013 The Search Agency released its Quarterly State of Paid Search Report today with Q4 performance data among its client set that spans several industries with global spend. The report shows paid search spend rose 37.4 percent year-over-year. Mobile Growth Drives Higher CPCs The Search Agency has reported rising CPCs for several quarters now including large CPC increases during the transition to enhanced campaigns. This quarter, while reports from IgnitionOne, Covario and RKG showed modest fluctuations and mobile CPCs decline in some cases in Q4, The Search Agency reports both Google and Bing al [...]


Apple Buys Ads On Google & Bing To Celebrate The Mac’s 30th Birthday

Leaving nothing to chance, Apple's ensured that anyone searching for "Mac" on Google or Bing today, the 30th birthday of the Mac, will know about the anniversary. The company has purchased ads that lead to a special Mac birthday area of the Apple site. Above is an example of what shows on Google, for a search on "Mac," an ad saying "Happy Birthday, Mac" and inviting people to "Explore 30 years of innovation on the Mac." The ad links over to the page at Apple about Macs, which has a pitch for the birthday area: The birthday area itself has a special video for the Mac's 30th anniversary [...]


A Former Googler’s Routine For AdWords Management

New AdWords Ad Rank Formula It's been seven months since we launched Optmyzr's first tool  at SMX Advanced in Seattle -- the Quality Score Tracker -- and we've been busy adding tools, reports and optimizations since then. Now, one of the most common questions we get is when to use various optimizations -- and, of course, these apply no matter what tools you're using. There are plenty of daily tweaks to make in any AdWords account, but what are some of the optimizations we do on a regular schedule? While there's no one right answer for every account, I'll share some of my thoughts about what to do and when to do it [...]


3 Surprising Benefits Of Retargeting

7_types_of_retargeting_small As retargeting becomes more widely used and better understood, its reputation is improving. Marketers are learning to avoid creeping people out through better targeting and less intrusive messaging. Early adopters now have a year or two (or more) of experience to share, which is exactly what I intend to do today. At Wordstream, we've been using retargeting with Google AdWords since Q1 2012. Though we expected it could help us with a few specific issues, it's surprised us with a few additional benefits, as well. First, what is retargeting? In a nutshell, it's the process of tagging websit [...]


Study: Display Ads Drive Search Clicks After Two Weeks

Display and search - are search marketers becoming the new media planners Though there have been several studies on the impact of display ads on search queries, researchers from Harvard and Ozyegin University in Turkey sought to bring academic rigor to this discussion.  Their findings are contained in a Harvard Business School paper entitled, "Do Display Ads Influence Search? Attribution and Dynamics in Online Advertising" (embedded below). The document is tedious and difficult to read because it's bogged down with academic jargon, social-science modeling discussions and references to other research, per the conventions of such academic writing. The [...]


AdWords Cross-Device Conversions: How 1-800-FLOWERS Is Using The Data To Be More Customer Centric

1800flowers-mobile Yesterday,  we got an early preview of the first case study Google will publish on the use of estimated cross-device conversions in AdWords. It features 1-800-Flowers and also addresses the company's use of click-to-call. When Google first announced the release of estimated cross-device conversions in October, it seemed to be received with a collective shrug. Much like the view-through conversion metric, several marketers I spoke with at the time were skeptical of its worth. Yet, there are many, such as the 1-800-Flowers team, who have embraced the new insights as a positive move toward gi [...]


Covario: Global PPC Click-Through Rates Hit New Highs, Spend Up 17 Percent YoY In Q4

Global Paid Search Growth Q4 2013 Covario Though the numbers vary, the Q4 reports we've covered all point to solid year-over-year increases in paid search spending. Covario's Q4 analysis of the global paid search advertising landscape is no different. Based on results from their high tech, consumer electronics and retail clients, PPC spending increased 17 percent year-over-year and 13 percent over Q3 2013. Global Search Engine Share Google's AdWords accounted for 84 percent of PPC spend and 62 percent of clicks globally. Advertisers increased spending on Google 7 percent year-over-year. Covario saw the Yahoo Bing Network (YBN) gr [...]


RKG Report: PLAs Fuel AdWords Growth, Bing Ads Spend Rises Sharply In Q4

Paid Search Growth Q4 2013 RKG RKG has released its Q4 2013 Digital Marketing Report, and as other reports have indicated, paid search saw solid year-over-year growth in the holiday quarter. Paid search spend among RKG's retail-heavy client set rose 23 percent year-over-year. Overall click volume increased 19 percent, and CPCs ticked up just 3 percent.   Google Brand CPCs Fall On Ad Rank Change, Non-Brand CPCs Fueled By PLAs Google paid search spending grew 19 percent year-over-year in Q4, with paid clicks rising 15 percent. Google CPCs also rose just 3 percent. Non-brand CPCs, however, rose 6 percent year [...]


At The Digital Crossroads: Shifting To Audience-Centric Marketing

Marin Software Audience Connect Cycle In the first half of 2013, search advertising represented 43% of all digital ad revenue. The primary reason paid search remains so successful is that it creates a direct link between users and their intent. For marketers, the ability to deliver an ad promoting running shoes to users searching for [best running shoes] represents a revenue opportunity that will command an estimated 45.1% share of US digital ad spend in 2014 -- that's more than display, email, or mobile messaging. To date, these channels have failed to match the performance characteristics of search. However, audience-orient [...]


Start The New Year With A PPC Health Check: Part 1

health-computer-keyboard-featured As Group Head at a fast growing search agency, I've carried out hundreds of campaign checks over the years. In my contributions here, I'll be sharing my top tips on things to look out for when reviewing your own campaigns. Some of these things are obvious, while others might have slipped past you because you're not up to date on recent changes or are just too close to the day-to-day running of the campaign. It can be easy to just leave your campaign(s) running and not delve into the detail of things such as the settings of your campaign, especially if your campaign is performing well. But a [...]


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