It’s safe to say that Facebook.com and YouTube.com are the #2 and #3 most visited websites on the world wide web (behind only Google.com). No big secret there. It’s also pretty safe to assume that you or someone you know has shared a YouTube video on their Facebook Wall. Also not a life-changing revelation. What might surprise to you is that you can actually target viewers of these Facebook-hosted YouTube videos using a Google AdWords advertising product. That’s right; read it twice.
“How is this possible?” you might ask. ”Aren’t Facebook and Google mortal enemies?” you might ask. Well ya, but with Google AdWords for video and some keen investigation you are able to leverage these two super-massive audiences in conjunction with one another. You get the best of both worlds by effectively serving your advertising message alongside compelling YouTube content within the world’s most popular forum, Facebook. (more…)
In digital marketing, cannibalization occurs when a paid search ad “steals” traffic away from an organic listing. You’ll typically find questions associated to this topic like, why should I bid on my brand name keywords? Or, why should bid on keywords that I rank #1 for organically?
Let’s put these questions to rest once and for all because, in my opinion, cannibalization is a pretty harsh term to associate with paid search. So, unlike my Pac-Man example above, I prefer to view the relationship between PPC and SEO as a symbiotic one where both channels work together to achieve an overarching marketing goal. Let’s look at a few examples and discuss why it’s beneficial to appear in both spaces simultaneously. (more…)
You’re a paid search manager. You’ve optimized your campaigns’ settings for efficient use of the budget. You’ve spent countless hours conducting keyword research. You’ve built tightly themed campaigns and ad groups. You’re already on the fast track to success but do NOT stop there!
Writing effective ad copy is next on your checklist, but how do you write a pay-per-click ad that really stands out among the competition? Using a strong call-to-action is a huge piece of the puzzle. This is a much overlooked part of the PPC process and can make or break your efforts. (more…)
In Part 1 of the Demystifying Dynamic Search Ads series, we discussed the pros & cons of incorportating DSAs into your paid search strategy. Now that you’ve decided that Dynamic Search is something you would like to put to use, we can discuss the actual campaign set up and creating what Google refers to as auto-targets. We’ll also cover exclusions and run through a few examples of common ways DSAs are being put to use.
Dynamic Search Campaign Set-Up:
To create a Dynamic Search campaign simply begin by building a new search network campaign as you normally would, but when you reach the “Type” settings, select the Dynamic Search Ads setting to enable targeting based on your website content:
“Are you sure you do not suffer needlessly? There are other ways, Frodo, other paths we might take.” ~Boromir
- The Fellowship of the Ring, J.R.R. Tolkien (1954)
As paid search managers, we tend to resist change at all cost. Unfortunately Google has now brought change to the paid search environment, and the PPC adverstiser’s walls have begun collapsing down around him. Welcome to change. Welcome to Google AdWords Enhanced Campaigns. Embrace it or you shall not pass.
I remain cautiously optimistic when it comes to Enhanced Campaigns. They are not as simple as they sound and there’s a lot to be discouraged about, but don’t overlook the benefits included with this change. Good pay-per-click managers should be able to take the shot on the chin and leverage it to their advantage.
Let’s take a look at my five favorite features that are introduced with Enhanced Campaigns: (more…)
By now you’ve probably noticed a Google AdWords campaign type that goes by the name of Dynamic Search Ads, or simply DSA. The not-so cleverly titled campaign type that Google introduced a few months back does pretty much exactly as the name suggests. The system dynamically generates an ad headline and a destination URL which accompanies your user-defined description lines. Wow, that’s amazing!
Before you get too excited at the prospect of “AdWords on autopilot” there are quite a few things to consider. Dynamic Search Ads aren’t for everyone. They can be a powerful weapon in your AdWords arsenal when used wisely. Used poorly, and may see your budgets take a turn for the worst. (more…)