• http://www.searchlocalhq.com/ Toby Crabtree

    This was very useful information posted. Thanks alot. I have been doing PPC for almost 3 months for my business and it has really been very helpful. Your points have really been useful to me.

    Thanks!

  • Rebekah Diedo

    Thanks Toby, glad you found it useful!

  • Rebekah Diedo

    Thanks Toby, glad you found it useful!

  • http://linkedin.com/in/bradhawk Brad Hawk

    Good stuff. You mention under ‘conversion tracking’, to use AdWords instead of GA/Analytics. Is there a specific marketing reason why, or is it a technical concern?

  • Rebekah Diedo

    I would recommend using AdWords tracking where possible because this will allow you to see the full picture within AdWords. If you’re using GA tracking and the final click came in from an organic click then this conversion will not get pulled into AdWords. Also there is a difference in the cookie duration when as when using GA tracking the length is much longer. One of the most common issues I see with campaigns that come to our agency is that somebody has pulled in GA tracking as well as AdWords tracking and so in effect double counting is happening which is always going to be an issue. I would recommend using GA tracking where you are not able to track using AW code, for example if you need to use event tracking, or response tap tracking. In addition to this if you want to use standard remarketing you can’t set up an audience for GA tracking code at present, you’d need to use GA remarketing, so this could make things difficult when excluding one audience from another. Hope this helps!

  • http://linkedin.com/in/bradhawk Brad Hawk

    Very helpful, thanks Rebekah.

  • Betsey

    This is incredibly helpful, Rebekah, thanks! As soon as I read your note about the default remarketing targeting being worldwide, I had myself a little mini heart attack and quickly went to double check my clients’ accounts. (Thank goodness they were correctly targeted!)

  • Rebekah Diedo

    Glad you found it useful Betsey, this was quite a recent change so if your client’s remarketing campaigns have been active for a while then you wouldn’t have had this as your default. Part 2 will be out soon!

  • james

    Hi Rebekah, Great info above on account structure. I have a
    (slightly related) question regarding negative keyword lists. We’ve recently
    taken over an account that is structured in a way that we’ve never seen before.
    The ad groups are split by match type with negative keyword lists, for the
    broad and phrase ad groups, consisting of the same keywords as the ad groups. i.e.
    Broad ad group = Phrase negative keywords, Phrase ad group = Exact negative
    keywords, Exact ad group = no negative keywords. Is this account structure used
    often?

  • Ian Harper

    just added some long tails on my review and looking at gmail. right away got increase on impressions and clicks for the long tails.

    as time goes by it all become more effective so what you spend goes down but why not expand and use that money to grow?

    I am based in the UK and am a carpet cleaner i cover a large area, but google can give me what i need. this is why i am look at long tail and gmail. has anyone else hit the limit?

    I have a large lump of money sitting in my adwords account but google is only taking about 50% of my budget. my budget is £12k a year and google only took £6K last year.

    how can i grow with adwords?

  • Rebekah Diedo

    Hi James, we do actually see quite a few accounts coming to us in this way. I would say the reason people like to set up ad groups in this way is so they can clearly monitor performance of each of their match types. At Periscopix where I work our best practice is to have all match types within 1 ad group unless the exact match variant of a keyword really needs separate monitoring, for example a high traffic brand name. The reason we like to do things this way is because it makes it much easier for optimization. When you’re going through your search query report within AdWords you can add all the keywords you like into the ad group you’re currently in, you don’t need to take out keywords from the broad match SQR and add them into your phrase match ad group. This solution tends to work really well for our clients. On the most part if a client comes to us with this kind of set up we set about merging the different match type ad groups into 1 which might not have a huge impact on performance, but it does make a difference when it comes to management of the accounts. Also remember, broad match is the very last match type you want to be using, try phasing out this match type with broad match modified so you can keep a tighter handle on the search queries you’re pulling in! Hope this helps!

  • Rebekah Diedo

    Hi Ian, Perhaps you could be making use of other Google campaign types such as dynamic search ads to try and locate more keywords to target in your main search campaign, remarketing lists for search ads to try and bid more for people who have been to your site before via search, standard remarketing ads to try to get people to come back to your site again etc. Are you making use of location adjustments? Perhaps try looking in the dimensions tab at areas which have a higher conversion rate for you and bid more in those areas? Have you got a mobile optimised site? Hope this has given you a few ideas!