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How To Improve Shopping Ad Performance & Quality Score In AdWords

Google Shopping Ads By late August, Product Listing campaigns in AdWords will be retired in favor of Shopping campaigns, so if you haven’t started migrating, don’t delay much longer. You can run both campaign types start tweaking Shopping campaigns now so that they’ll be performing great by the time PLAs go away later this summer. [caption id="attachment_195905" align="aligncenter" width="600"] Screenshot from Google.com showing Shopping ads generated from Merchant Center feed data.[/caption] In my last two columns, I covered targeting Shopping ads (which is extremely different from keyword targeting) [...]


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 [...]


How A PPC Fraud Ring Impersonated 300+ Advertisers In May 2014

ppc-featured Did you know that your paid search ads are susceptible to the same type of fraud that affects other forms of digital advertising? And we're not just talking about click fraud here.  The fraudulent tactic affecting PPC the most dramatically these days is a fairly insidious one that can be hard to detect. It's called PPC ad impersonation and occurs when an impostor advertiser takes a known URL, like JossAndMain.com, and uses it as the Display URL of their own advertisement. When you first hear about PPC fraud rings, you tend to think of click fraud where an automated system, not a real pe [...]


How To Run Single-Device Only Enhanced Campaigns. It Can Be Done!

shutterstock_122145442-single-device-campaign When I speak about Enhanced Campaigns, I invariably get an audience question like this: "How can I create single-device campaigns? I know it's possible somehow, tell me how!" I recently figured out the answer. Why The Need For Single-Device Campaigns? I am not usually a proponent of AdWords workarounds. I typically encourage businesses to work with the system and concentrate their efforts on making their landing pages and funnel work well within the AdWords targeting criteria limits. However, the device targeting limits of Enhanced Campaigns just inherently don't work for some business [...]


How To Gain Additional Reach In AdWords With Similar Audiences

clones-duplicates-copies-600 The "similar audiences" feature has been around for some time now, but this type of audience list is still heavily underused. So, what are similar audiences? Google uses your existing remarketing lists to characterise the types of users within them and then makes its own audience lists based on users that have the same interests and characteristics. This list is made up only of people who have been browsing the Google Display Network (GDN) within the last 30 days. You can then use these lists to show both text and image ads to these audiences across the GDN. How Can You Find Them? You ne [...]


6 Steps To Boost The Profitability Of Your SEM Acquisition Program

cpaclvwee Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. This analogy is used by Google AdWords to describe its Enhanced cost-per-click (ECPC) feature. The feature is intended to identify auctions that are more likely to lead to conversions -- and to automatically raise bids to "work harder" for those sales. It's a powerful concept, and one that has understandably gained traction in the SEM community. Imagine if you could take this logi [...]


Getting More From Your RLSA Campaigns

RLSA Options Remarketing Lists for Search Ads (RLSAs) has been, in my opinion, the highest impact feature released by Google over the last year! However, many people out there are still not putting them to use, and those who are using them could probably be getting even more out of them by adopting smarter strategies. Why This Type Of Targeting Is So Important If you’re not already using these, then here’s just a brief explanation of why you should be. By adding a remarketing audience of your choice to your search campaign, you can apply different keywords, bids and ad strategies in your search [...]


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 [...]


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 [...]


How To Automate Mobile Bid Multipliers — And Other New AdWords Scripts Tricks

AdWords Scripts September 5th marks the first anniversary of AdWords Scripts. I’ve been using them extensively to automate tasks ranging from reporting Quality Score to creating entire AdWords accounts from spreadsheets of products and services. Scripts have come a long way since they were launched, so to celebrate their first year, I'd like to share five tips for ways to use the latest capabilities to automate common AdWords tasks. And there's also a goodie in this post: a free script to help you set mobile bid modifiers in Enhanced Campaigns. 1. Automatically Calculate & Set Mobile Bid Modifie [...]


SEM-Like Control For Successful PLA Campaigns

There are notable similarities between keyword and PLA campaigns that, when leveraged properly, will give retailers greater control of their campaign management. Let’s evaluate how retailers can leverage best practices from their keyword campaigns and apply them to their PLA campaigns for maximum efficiency and control over their budgets. In SEM, search engines decide which ads are shown for which queries based on keywords; but, advertisers don’t have to yield control of their spend to the search engine. Instead, they can institute a proper campaign setup that allows for control at a gr [...]


How To Conduct Ad Tests In Enhanced Campaigns

Enhanced campaigns have brought about many changes to AdWords. One of the biggest changes yet to be discussed is the fact that your ad testing methods will have to change. One of the “features” of enhanced campaigns is that your campaign can now run on desktops and mobile devices with different CPCs that are controlled by bid modifiers. However, since your ads can be run on multiple devices at the same time, you need to test your ad metrics by device. This can easily be accomplished with device preference and Excel filters. First, let’s discuss why this change needs to occur, and t [...]


7 Landing Page Tests You Can Run Tomorrow!

For many years, I've been participating in sessions/panels in which I critique PPC landing pages volunteered by audience members. As crowds go wild for this type of session, I've decided to use this space to focus on effective landing page elements and provide several examples thereof. #1 Use Credibility Indicators Include credibility indicators on your landing page such as testimonials, reviews, awards, social media information (Facebook likes, number of tweets, etc.), and seller ratings (on Google, this info is pulled from Bizrate and other rating sites). Here are some specific ideas [...]


4 Ways To Take Your AdWords Scripts To The Next Level

Last week, I presented at HeroConf in Austin and shared some advanced tips for automating AdWords account management with an audience of PPC account managers. They seemed to like what I had to say; so, I’ll share a few of the more advanced scripting tips with you here. When you manage PPC accounts, you likely experience at least one of these two frustrations: You know exactly what you should be doing, but there aren’t enough hours in the day to get it done You’ve bought a tool that automates AdWords account management, but you find yourself locked into a cookie-cutter solution t [...]


How To Prep Your B2B Search Program For Google Enhanced Campaigns

According to the great Greek philosopher Heraclitus, change is the only constant. As you have most likely heard by now, Google is making major adjustments to its AdWords platform that will have sweeping changes to the ways and means of how you execute your search campaigns. For B2B search, this is going to have a specific impact on your programs, and getting ready for the coming changes will require a bit of forethought into how you maximize the results of your campaigns. In a realm like B2B, there is always the dual challenge of a diffuse customer base with ever changing needs and a lim [...]


How To Manage PPC Closely To A Budget

A few weeks ago, at SMX West in San Jose, George Michie of RKG, was talking about the challenges of managing enterprise-level PPC campaigns, and he made the interesting observation that you can either manage to ROI or to budgets, but not both at the same time. The context of George’s remarks was setting expectations with client C-Level executives and educating them about what is and what is not possible with online marketing campaigns. [caption id="attachment_153754" align="aligncenter" width="550"] Maximizing PPC ad spend and managing to best ROI are usually conflicting goals.[/captio [...]


How To Estimate The Traffic Opportunity For Multinational Campaigns

Recently, I was asked to run an estimate of traffic opportunity for a multinational sports franchise in which I modeled their current global traffic against brand visibility growth opportunities. However, I also identified that to make the estimate relevant, I needed to quantify the traffic more than they had suggested. So, like all good Web marketers do, I got revenue involved in the equation. Want to know how to understand the revenue opportunity available to your brand globally? Read on... Calculating The Size Of The Pie First up: what's the current global reach of my client? To und [...]


How Adwords Enhanced Campaigns Can Be Used To Promote Your Mobile App

There’s been a lot of confusion among paid search marketers upset about the lack of device targeting in Enhanced Campaigns. This article will tell you how to advertise your mobile app using AdWords while checking out the new app promotion ad format in AdWords. One of the most common hypothetical use cases for device targeting in AdWords has to do with mobile apps. For example, a mobile app developer who doesn’t want to target desktops because their app only works on say, iOS tablets – it would make no sense for these ads to show up on Windows desktop computer searches. One Search E [...]


15 Tips To Launch A Successful Multilingual PPC Campaign

Unfortunately for those of us who work in the international space, launching a global PPC campaign is much less successful than doing so domestically? Why is this and what’s to be done? Culture and language is the answer you’re expecting from me – right? Yes, that’s definitely an important part of the mix, but there is more, much more, to it than that. Listening to Chinese military strategist, Sun Tzu, can give us a few clues. I have a sneaking suspicion that he would have also made a great PPC strategist. [caption id="attachment_148854" align="aligncenter" width="480"] Knowin [...]


6 Advanced Strategies For Optimizing PLA Campaigns

In January, Marin Software released a study on Google’s 2012 transition from Google Product Search to the commercial, “pay-to-play” model built on Product Listing Ads. When this enhanced shopping experience was first announced in May of 2012, online retailers reacted with both praise and criticism. However, since the transition, PLA campaigns have performed with a great deal of success. In fact, by the end of December 2012, the share of spend on PLA campaigns had increased 600% compared to January. More importantly, during the fourth quarter of 2012, as holiday shoppers searched and p [...]


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