• http://www.PrestonHanisko.com Preston Hanisko

    Google already limits how specific you can get with exact matches, only shows a fraction of search queries, and now might eliminate being able to view any search queries? This will essentially force advertisers to bid higher on exact and broad matches. I guess they have to make their stockholders happy somehow.

  • http://www.alanmitchell.com.au/ alanmitchell

    I agree that DKI is generally not as effective as create thousands of tailored ‘permanent’ ads, however, DKI can be very useful for extending headlines to 26-30 characters. This is especially important in sectors such as ‘property management’, where the core keywords take up the majority of the headline.

  • Sam Owen

    Wordstream’s data normally comes as a cross section of thousands of accounts. You are absolutely right that there are edge cases where DKI is your go-to. It also seems like it’s a good option in general until you get great at understanding your customers and writing ad copy that excites them.

  • Sam Owen

    We were discussing how an AdWords account with no search query data might look in the office the other day. Our conclusion was that we would have to go to all exact match, possibly with very low CPC modified broad match terms to sweep up traffic. Would be a nightmare for things like selling Honda cars where you are picking up tons of traffic for things like Lawnmowers etc. Thanks for commenting!

  • Stephen Reilly

    With DKI what I usually find is that CTRs are lower but impressions are actually higher. I find I often have to balance between potential number of leads against cost-per-leads. Time and time again.

    Here’s one example I wrote about: http://beelinedigital.co.uk/guides/why-adwords-rotate-evenly-does-not-always-mean-rotate-evenly/

  • http://www.LeadDiscovery.com/ Jerry Nordstrom

    DKI. Anything automated results in the scaling of generic results thus for under achieving low management accounts you can see a lift, for highly tuned PPC managers DKI would be a step back. Customization by a skilled mind will always outperform automation.

    Removing keyword data from a model built on keywords would be foolhardy.

    I would like to see Google and Bing focus more attention on tools to refine content/publisher/display partner targeting.

    Target or exclude based on:

    TLD – We know that .info for example rarely produces quality clicks.
    Target to any folder level.- Currently if the page in question is over 3 levels down you are not able to target or exclude. This makes sites like Ask.com difficult to work with.
    Based on keyword terms within domain name.
    FreeWordpressPlugins.com, WordPressPlugins.info, WordPressPlugins.com
    If I can exclude the term “Free”, and Exclude the TILD “.info” I am left with high quality site to run my ads; WordPressPlugins.com

    Lock down your network – Walk to your success in Display.
    The game is to identify and optimize a high quality network of content partners. At some point PPC managers would like to lock down campaigns from receiving traffic from new content partners. This allows them time to optimize the existing network to reach its highest potential. Depending on budget or business goals they may open it up again if they’re ready to evaluate new partners.

    Allow Adsense partners to see the exact pages that are being targeted by advertisers as well as bid ranges. This data is vaguely provided, if made clear adsense partners would be able to determine the most valuable content to advertisers and will optimize their content creation for that market.

    The content/display network offers a great deal of potential traffic and returns for all parties. Google and Bing need to continue their progress in giving advertisers more control over this network so we are able to expand our campaigns while minimizing risk.

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

    Great information. Glad to see a lot of granular, data-driven insights. Particularly the quality score thoughts in Larry’s deck and a few of the subtle but important differences between Bing and Google. Too often they are looked at as the same platform (even MS would like marketers to think of it like that, to get more AdWords account imports), when they are definitely not.

  • Ben

    Hi Sam,

    Had a few questions I was hoping you could clarify:

    Point #4: Did you word that properly? Did you mean to day that if you have both location and call extensions showing, that the call extension would win out?

    Point #5: The 17 and 22 characters were referring to the headline, correct? Not the description text?

    Point #7: Can you use two exclamation points? One in the headline and one in the description?

  • Sam Owen

    Hi Ben,

    4: I mean that if you have a phone number for Call Extensions that is different to a location extension #, the Call Extensions # will show in your location extension.

    5: I’m referring to the length of the Sitelink. I guess the Sitelink headline, but those description lines within Sitelinks show so rarely it’s kind of a waste of time to even set them up at this point.

    7: I actually need to check the policy on that one!

  • Sam Owen

    Thanks Brad!

  • Sam Owen

    Thanks Stephen, just read your post and enjoyed it!

  • Ben

    Thanks just let me know.