Archive for the ‘Paid Search’ Category
Are you a manager of a Google AdWords Grant account? If so, then you might be intimately aware (and perhaps even frustrated) at the many different rules that govern the use of Google AdWords for nonprofits. Maximizing spend can sometimes be the #1 issue that nonprofit AdWords managers face. With the $2 Max CPC rule, your ability to compete for some of the more popular keywords can be severely limited. While this $2 bid is some good news (previously it was only $1), the same announcement was tempered with the news that paying advertisers will have first dibs on top ad spots. Basically people who are paying out-of-pocket will have their ads shown over the nonprofit ads. Don’t get disheartened though – Google AdWords Grant is still an excellent program that grants nonprofits a $10,000/month budget in free advertising. FREE ads. And you can still capitalize on every dollar spent by taking the time to follow and implement these simple tips.
1. Have a cornucopia of keywords.
Long-tail keywords should be your best friend. Think of not just the WHAT of your service, but the HOW.
- HOW do people find you?
- HOW do people benefit?
- HOW do you solve an issue?
Thinking of your service in this context can give you some more ideas for keyword research and expand your current roster of keywords that might not be getting a lot of clicks due to low ad position. (more…)
Using the proper call-to-action within your PPC ad copy is critical to optimizing PPC ad performance. A quality paid search ad makes a promise to potential visitors enticing them to click the ad. This promise is fulfilled after the ad click by delivering a relevant landing page experience.
All seasoned pay-per-click account managers know this.
However, most seasoned paid search managers also know that adhering to PPC ad copy character limits can require several rewrites. We’ve all felt the heartbreak of having an otherwise perfect ad exceed the maximum allowed number of characters. Sometimes these rewrites result in boring, lackluster ad copy that just doesn’t paint the picture that was originally intended. Pile on a serious case of writer’s block and you have a recipe for disaster.
Fear not my fellow PPC-ers! This quick and handy call-to-action cheat sheet was assembled to assist you on those tough days when the right word is just out of reach. Use it to help write effective PPC ad copy that potential visitors find engaging.
Enhance Your Ad Copy Writing Skills with Call-to-Action Cheat Sheet
Get started writing better ad copy right now. Find 204 call-to-action examples – alphabetized and COMPLETE WITH CHARACTER COUNT – in the cheat sheet available below. ”Why 204?” you ask. Because that’s the amount that fit on one page.
Most PPC advertisers considered the day that Google announced enhanced campaigns to have been somewhat earth shattering. After years of advertisers (and our clients) building budget and strategies around the theory that it’s best to target campaigns by device, we were told to revert back and roll everything into one? What!?
Are you excited? Have you prepared? Ready or not, Enhanced Campaigns is a reality that started to roll out across AdWords accounts on Monday, but it may take up to a few weeks for all AdWords accounts to be upgraded into the new format.
As you journey on into the great adventure that is Google AdWords you might get overwhelmed with the simple fact that there are so many ways to look at data. Take it from me. AdWords can be full of nifty little tricks that you don’t pick up on right away,or might not be immediately intuitive, and as the seasoned PPC-er knows, as soon as you get used to something, Google might decide to take it away. One of the best tools within AdWords that can quickly and easily simplify your life is the Filter tool.
You can find the Filter tool at any level of management – Campaign, Ad group, Ads, Keywords, Audiences, Ad Extensions and Dimensions. It’s an innocuous little button nestled right next to the Columns button.
While we speak to it in AdWords trainings, a lot of attendees ask for our favorite saved filters, so I thought I’d share the knowledge here. It was hard to pick only 5, but these 5 are the ones that I think every PPC manager should have in their back pocket. I usually apply these filters at the Keyword level.
High Cost, No Conversions – “Slash and burn”
Any keyword that has a high spend and no conversions is a keyword that I don’t need to hang on to for the time being. I don’t want one, or more than one keyword driving my Cost per Lead/Sale up or taking valuable funds away from other keywords in the ad group. As with any and all decisions in Paid Search, however, be careful when you blindly apply changes to keywords. Before pausing, carefully examine the effect that this keyword may have had on later conversions. Was this keyword an “opener” or “influencer” in some conversions?
One question we get frequently in trainings is, “but how do you know when X cost is too high?” Our usual response is, “Well. It depends.” It depends on what cost is sustainable to you, how important brand presence is to you and if you can reasonably maintain a keyword that might get good clicks, but no conversions. (more…)
Google Analytics announced something pretty cool today – actually something AMAZINGLY cool. We can now get Display Network Impression Reporting in Analytics, including some nifty new features in the Multi-Channel Funnel Reports that allow advertisers to see the true effects of different ad types on users and their eventual conversions. If you’ve ever wondered about how display ads (and different ad types to boot) have concretely played a role in a conversion at the impression level, you’ll now know. Attribution never gets old.
Read the full blog announcement here:
For implementation, check out the GA support article here: Implementing Display Network Impression Reporting
Did you inherit a PPC account from another agency? Were you recently tasked with the responsibility of managing Paid Search for your company? Or did your company just bring their PPC program in-house?
If you’ve answered yes to any of the above, then this article is for you.
The initial feeling of inheriting a new account can be overwhelming. You’ve probably asked yourself a thousand questions including “Where do I even start?” I’ve outlined five boxes to check upon first receiving an account that guarantees a quick boost in performance:
I recently completed an AdWords Training in NYC and one topic that required some extra explanation and walk-through was actually linking AdWords and Analytics accounts. When first starting an AdWords account, this is a step that I highly encourage from the start. It only takes 5 minutes and is super easy. If you have an account already (maybe it’s been running for a while and you’ve just been given management), then checking to see that everything is linked correctly is an important step. I can’t stress enough how important it is to have AdWords and Analytics properly connected and “talking”. Your future optimizations absolutely depend on it!
Before we go any further, though, make sure that you have Administrative access to BOTH the AdWords account and the Google Analytics account with the same email log in. This is important since you can’t do squat with Admin access to only one or the other. (more…)
What is Google AdWords? How does it work?
If you are new to paid search advertising these are among the first questions you will have. Let’s cover the basics and bring you up to speed on how to get started with Google AdWords advertising. After all, before you become an expert you have to start at the beginning.
Before you start…
There are four essential elements you absolutely MUST have in place before you even consider launching any Google Adwords campaigns if you hope to achieve the best results: (more…)
We know you’re eager to start paid search; it can be a crucial way of bringing potential customers to your site. But there are a few things you should make sure you have in place to be successful.
1. Work the Numbers
Stop. Do not pass go. Do not deposit $200 in your AdWords account (yet).
First, figure out what your conversion is — a sale? a lead form submission? Then you have to try to figure out how much money it makes sense to pay to bring people to your site so that you get more value from that conversion than you spend on the advertising.
You can go at this two ways. If you know the value of the conversion (you sold a $100 widget), you can work the ROI calculation backwards to figure out what a reasonable cost per conversion and cost per click might be. Alternatively, if the value of the conversion is less well-defined (like in lead generation), you might simply pick a reasonable target for cost-per-lead.
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…)