If any of you are like me, you hear/read about a great idea but then you’re often left with the question – “But where do I start?” For me, it was the simple matter of using AdWords location-based bid adjustments. The theory is awesome: You set a positive or negative percentage on a city, state, or country that will tell AdWords to raise or lower your Max CPC bid on a keyword by that percent. So for example, if you wanted to raise your keyword bids 15% in New York City, you indicate it in the Campaign Location Settings by adding a 15% next to NYC. If you want to lower your keyword bids in Washington DC by 20% you indicate it by adding a -20% as the location adjustment. All of this sounds grand. But how do you actually discover a good percentage point to start with per city/state/country? Well I’ll get there, but first you need to discover what areas you are performing well in. (more…)
Archive for the ‘Paid Search’ Category
Are you running Google AdWords Display campaigns? Is your ROI suffering as a result? Are you about to give up on what seems like a lost cause and waste of precious advertising dollars?
If you answered “yes” to each of these questions then your AdWords campaigns probably aren’t looking so hot at the moment, but don’t give up just yet. Test the advanced tips outlined below to get your display campaigns back on track and running smoothly in no time.
Whether you’re looking to generate conversions or build brand awareness, display campaigns can be an incredibly effective advertising outlet when everything is set up correctly. You obviously knew this or you wouldn’t have jumped in to the world of display advertising head first. So resist the temptation to quit and test some new display options now.
It’s that time of the year when people reflect on what they’ve accomplished, learned and mayyybbe a few goals from 2013 to push to 2014. Bloggers undoubtedly fall into this category. The SEM blogosphere (which is an official word on Merriam-Webster) is flooded with articles about goals and learnings from 2013.
I’m taking a similar approach but also using this as an opportunity to do a “year in review” of 10 Google AdWords biggest changes and best additions. If you are familiar with LunaMetrics, you know that we run Google AdWords trainings all over the country. To say that we updated our training slides a few times this year to keep current would be an understatement. AdWords kept us on our PPC toes. Perhaps this list of changes and additions in 2013 will introduce you to a new feature or provide a friendly reminder that it exists!
Back in December 2012, I wrote a blog post that covered my 2013 New Year’s Resolutions for PPC. And with the year nearly come and gone, I figured I could take stock of what I committed myself to – and it was a mixed bag. There are definitely a few items I can confidently check off my list, but with others I’m sad to say, I know I could do better. So I set out to grade myself.
Alas, the holidays are upon us. ‘Tis time to make merry, revel in cheer and spread joy across all the digital lands of yore. Let us reminisce of the improvements we’ve made to our pay-per-click accounts throughout the year and exalt the future optimizations that the new year will bring.
Now I have the cheesy Dickens-esque intro out of the way…
I’ve been a really, really, reeeaaalllyy good PPC analyst this year. So, I surely must have made the big guy’s “Nice” list. What better time to take a moment to compile my Google AdWords wishlist and e-mail it off to Santa [Clara]? What I really want this year is to spread the joy of PPC to the needy SEMs in the world.
The AdWords wishlist that I’m sending to Google Claus would simply ask for a short list of “improvements” I’d like to see from the Google AdWords platforms in the months ahead. Without further adieu…
Ah…the holidays. Countless hours of precious time spent with family, friends and if you manage a retail account – Google AdWords. Knowing what I know now, however, there’s lots of prep work that I’d recommend implementing up front to streamline budgeting and flipping creative so that you can spend more time managing and making decisions to result in a profitable holiday season.
I’ll outline four strategies and tips to keep in mind as you finalize plans around Black Friday, Cyber Monday and the entire month of December. Here’s the goal for your sanity during holiday PPC management:
Not this: Rather, this:
All too often landing pages are overlooked as important variables in the search engine marketing equation. Many marketers and advertisers alike assume that their job is finished after searchers begin to click their links and/or ads. WRONG! If you learn one thing from reading this blog today it is going to be this:
YOUR LANDING PAGES ARE THE MOST IMPORTANT PIECES OF THE SEARCH ENGINE MARKETING PUZZLE.
Think about it…
Manatees, the gentle giant of the sea, were routinely hunted pre-historically by the Taino and other Caribbean people, for everything from their hides and meat, to their bones themselves, which were ground up to treat various ailments such as asthma. Hunting of manatees was banned in 1893, and so the question of whether manatees could also be used to increase your website conversion were generally thought to be unanswerable. Until today.
I literally laughed out loud after typing “New Need-to-Know about AdWords.” So, I changed “New” to “New(ish).” In the PPC world, if it didn’t happen five minutes ago, it’s old news.
There is, however, a pretty huge and recently rolled-out change that shook our PPC worlds at Luna. It was the kind of announcement that elicited the following response:
Ok…you don’t need to watch all six minutes and 32 seconds, but you get the idea. This update is pretty mind-blowing. (more…)