• Michael Lowe

    i have thought about PPC when business has started to show sign of slowing down.
    It does look a mine field and most of our work is locally based so PPC would not be needed.
     

  • http://twitter.com/SteveOneClick Stephen Hall

    Nice article, Matt. We actually implemented some of the suggestions Lunametrics made in this blog post [ http://www.lunametrics.com/blog/2012/02/07/measuring-adwords-sitelinks/] to help us track our sitelinks in Analytics. So far it’s worked very well!

  • Miroslav Varga

    Hi Matt,

    nice article. Always like to read your posts. Keep going!

    @Michael Lowe – you’re so very wrong. PPC for local campaigns, especially mobile location based advertising (LBA) is the best you can wish for!
    @google-b44973ed6527b86e8a7e34b843155833:disqus Please try some LBA for your business: http://www.google.com/adwords/getmobilized/local.html

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thanks, Stephen.   We are tracking sitelinks, too, in a slightly different way.  My larger point is that  site links are really ad-level functions and so they should be reported out by ad, ad group and even by keyword just as headlines, ad text, display and destination URLS are reported.  In my opinion, we should not have to cobble together reports from different systems in order to get useful insights from Sitelinks. 
     
    Even with the clever work around you are using, it is still not possible to figure out what combination of keyword, ad and ad extension combinations were the most effective together.   If you are doing a/b testing of your ads in any adgroup, how can you tell know what influence Sitelinks had one the ad test, for example?  How do  you which sitelinks presented against which ad when all you have is aggregated ad group data?

  • http://www.themotorbookstore.com Luis Hernandez Jr

    Hi Matt,

    Thanks for posting such a great article, especially the detailed Sitelinks information.
    Very useful stuff.

  • cathydunham

    Really great details and PPC strategies. These could make a big difference in CTRs. Gonna try these out tomorrow am… thanks bunches.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Glad  you like them Cathy – good luck. Let me know how it goes for you.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Luis – you are most welcome.  Thank you for the feedback!

  • http://twitter.com/mvanwagner Matt Van Wagner

    Miroslav – always good to hear from you!  I concur with you that PPC is valuable for small campaigns and hope Michael finds a way to leverage them for his business.

  • http://twitter.com/SteveOneClick Stephen Hall

    Hi Matt — You’re absolutely right about the lack of complete (ad/keyword) level tracking with Sitelinks in the Lunametrics workaround…..we’re able to see which keywords fired the sitelinks, but can’t tie that data back to which Sitelinks were actually clicked. 
    Now that Google has implemented Sitelink conversion tracking data into the AdWords interface, my hope is that we’ll eventually be given the level of tracking sophistication we’re looking in the not-so-distant future.

  • http://twitter.com/Adwordtiser Brandon Paddock

    Matt- In your third ad example under “Add Punctuation, Fix Capitalization,” you have an exclamation point at the end of both description lines. Did Google change their best practices? I was under the impression you could only use one in an ad.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hey Brandon – good eye! 

    No, you can’t have two exclamation points.  What you see is a screen grab of me playing around with the interface to illustrate the concept of using punctuation that enables Google to insert the desc1 line into the headline.  This ad did not go through editorial – and it would have flunked.
    Interestingly, when you add a period (.) or a question mark (?) at the end of desc1 line,  the period or question mark will display in the ad when it appears in top positions.

    If you use an exlamation mark (!) at the end of desc1 line, Google will insert the desc1 into the headline – but it knows enough to drop the exclamation mark, since that would also violate editorial policy. Instead, they insert desc1 into the headline without any ending punctuation mark.

    Thanks for picking up on that point!   I had forgotten to add this additional information about the desc1 insertion.

  • http://twitter.com/MaryKayLofurno Mary Kay Lofurno

    Thanks Matt- Nice article. I get tagged alot for using punctuation.  Guess its just working it out with the big G.

    Best Regards, Mary Kay

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thank you, Mary Kay!  It’s amazing how something so tiny, like a period, can make such a big  impact on ad copy performance!

  • http://profile.yahoo.com/PYFVPA52PTVVBLT6NKNRZ4LYKE steppppoS

    Lots of fluff in this article. Got any solid data to back up your claims of ‘miraculous’ improvements in CTR’s? All I see are a bunch of suggestions that may or may not lead to improvements. Prove me wrong.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Hello steppppo$.  Something tells me you wouldn’t believe solid data if it walked up to you and shook your hand, but that’s beside the point.  I’ve got a counter proposal for you. Try the tactics and prove yourself right. Hope it works out for you.  I am quite sure it will.

  • http://profile.yahoo.com/PYFVPA52PTVVBLT6NKNRZ4LYKE steppppoS

    Uhh, no, I’m quite comfortable reading and analyzing solid data. It’s actually the coin of the realm in SEM. Let us know when you’re ready to back your claims with something other than ‘Trust me.’ If not, maybe you should go back to selling used cars.

  • http://twitter.com/mvanwagner Matt Van Wagner

    Thank you for your comments, Steppppos. If you do decide to try these tactics, please let us know how it goes for you.   

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