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Weekly PPC Update – March Showers Bring April Flowers Edition

Monday, March 31st, 2014

 

Greetings, friends, from a thoroughly soaked New England.  We can feel spring in the air and for anyone a fan of GOT – Winter is coming!  (even better?)

 

Let’s see what’s the happs in PPC land as of late.

 

First, from Google………

 

A simpler, easier to manage TrueView in AdWords for Video update is going to occur starting April 15.  Some highlights include:

  • organization by how a user interacts with the ad (either pre-roll video or clicking on a thumbnail)
  • ability to make ads appear at the campaign level -whether on YouTube or GSN
  • ability to tailor in-display ads running on YouTube search pages to these same parameters, in addition to keywords

Read more here.

 

And, to be first to know some big news coming out of AdWords for this year, be SURE to tune into the livestream April 22nd at 9a.m. PT by registering here.  You’ll see new tools so you can increase awareness and engagement everywhere your customers are online – from the web, to the mobile web, to mobile apps.

 

Now, let’s go over to Bing Ads………………

 

Bid Landscape is a handy dandy new option in Bing Ads.  It shows you shows you how different estimated bids would have impacted your impressions and clicks over the previous seven days.  Available in the US only for now.

 

Bing Ads has put a lot of lip service toward listening to advertisers, and we are thankful.  Three particular new features have come to the Editor based on our collective input.  They include:  a notification at the top of the Campaigns page that alerts you if you have disapproved ads or keywords; “Last 14 Days” and “Last 30 Days” options in your performance report; and, ROAS (Return on Ad Spend), and Revenue & Conversation rate have been added as optional columns to the Campaign, Ad Group, Ads, Keywords and Ad Extensions grids. Enjoy!

 

Try Bing’s new Broad Match Opportunities feature in Bing Ads Intelligence.   You can download it for free right here on the Bing Ads site. It’ll give you a better picture of what you can gain by using broad match.

 

We’ve been using them for a while with Google, but Product Ads are coming to Bing!  Check out the deets here.

 

Now let’s see what other chatter’s going on about PPC…………

 

Paid Search Spend Rises 8 Percent In Q1, Mobile Shows Signs Of Maturing via Search Engine Land.

 

Also from SEL, How To Reduce Landing Page Clutter For Optimal AdWords Performance.

 

This is great for anyone who works with clients running SEO and PPC looking for tips on how to manage on an enterprise level.

 

From Search Engine Journal:  Bad Ads, Worse Ads, and Very, Very Bad Ads: The Worst of PPC,  Yikes!  Make sure you aren’t an offender!

 

That’s it for this week, friends.  Have a good one!

 

 



Weekly PPC Update – Cautiously Declaring Spring Edition

Tuesday, March 11th, 2014

 

Twas a lovely weekend in Boston.  And, today we woke up to total darkness and snow :(  Hope you survived your Monday intact!

 

Let’s warm up with the hottest news from PPC land!

 

First, from Google………..

 

The AdWords Express dashboard was recently redesigned.  Did you notice?  Check out this post for how to more easily view your stats both via Desktop and on the go.

 

Now you can create and manage your Google Shopping campaigns with the AdWords API.  Details follow or can be found here:

 

Shopping campaigns offer a streamlined, retail-centric advertising experience with robust reporting and insightful competitive metrics like benchmark data and impression share.

 

Also, news for those of us using unique product identifiers.  Soon Google will start to (1) disapprove products with incorrect GTIN, MPN and brand and (2) globally demote products that incorrectly use the identifier_exists attribute.

 

Happy customers are your most valuable marketing tool and now AdWords makes it easier to show how happy your customers are.  You can submit a request here to get reviews, ratings, etc shown directly in your ads.

 

Let’s see what’s up from Bing Ads…………

 

The Bing Ads Editor keeps getting better and better.  Check out the newest additions based on customer feedback.

 

Share of Voice is a powerful metric to get clients on board with bigger budgets.  Use this information to determine if:   1. For any given keyword, there is room for you to gain additional share, and 2. If there is, where you can focus your efforts in order to get that additional share.  Check out details for this reporting option here.

 

Ten things you should know about European E-commerce.  Enough said!

 

Finally, from Bing – a massive recap of the best and brightest new reporting options from Bing Ads for March.

 

Now, how about the rest of the www……………

 

Search Engine Land has 3 simple messaging changes that can mean big PPC bucks.  Hint:  Simple, Value Proposition, and Specific works best.

 

We’ve said this before, but you must link Google AdWords to Google Analytics.  If you need more convincing, here’s an article from Search Engine Watch expounding the merits of doing this.

 

Marketing Profs has some “must have insights” for better PPC campaigns.  Check it out.

 

Have a wonderful week, everyone!

 

 

 



Weekly PPC Update – Mid Week Edition!

Wednesday, February 19th, 2014

 

Welcome to your weekly, wintry, wooly PPC update!

Let’s learn about what’s hot in the industry over the past week.

 

A solid theme coming from Google over the past year is a focus on brand measurement. In this blog post, the AdWords team makes some good points that measurement should be actionable, not done as an after the fact campaign wrapup. Google’s taken some big steps to make campaigns more measurable via Active View, comScore vCE and more. Check out the full post to get details.

 

Mobile Sitelinks now available in Bing Ads! Check out the deets here.

 

Search Engine Watch has an article in a similar vein – using PPC as an awareness campaign. This post points out multi-channel attribution in Google Analytics as a good way to measure, analyze, and take action.

 

Econsultancy has a good article about important considerations for mobile PPC success. Learn more about how to tailor your campaigns for mobile here.

 

Surely you are tracking every meaningful conversion for yourself or clients, right? Sometimes we can’t see the forest for the trees and rely on one conversion point set at the beginning of a campaign, when there are often many other points to include. Check out this Wordstream article to learn more about conversion tracking.

 

Speaking of conversions, Bing Ads has kicked off platform updates for conversion tracking; now the following reports are available in all Bing Ads performance reports: Assists, Conversions, Conversion rate (%), Extended cost, Revenue, Return on ad spend (ROAS), CPA, Cost per assist, Revenue per conversion, Revenue per assist.

 

Also, if you’re in or around LA, check out Bing Ads Connect. Here you can “talk to onsite experts about growing search advertising opportunities and get tips to easily optimize your Bing Ads campaigns and increase profitability.”

 

Shopping campaigns in Google AdWords are now available globally! Check out this video to get started in this platform.

 

Finally for this week, check out some PPC Power Plays from Search Engine Watch. The author gives real life examples of Ad Group level Sitelinks, Device specific ad copy and more.

 

Stay warm all!

 



Weekly PPC Update – Olympics Edition

Monday, February 10th, 2014

 

Happy Olympics time everyone!  Take a little break from ice dancing to see the newest stuff in PPC world.

 

What’s the official news from Google AdWords?

 

How did you holiday campaigns go?  If you’d like to be in a better spot next year, or if you’d like to analyze your performance with advice from Google AdWords, then check out this list to help you:  Post Holiday Learnings.

 

You can check out most of the recent official Google AdWords news by looking at last week’s post.

 

Let’s see what the official PPC word from Bing/Yahoo Ads is………..

 

K, it’s slightly quiet on both AdWords and BingAds official blogs this week, BUT you can see the Bing Ads January Release Summary here.

 

How about the rest of the Internet?  

 

Every wonder how organic search affects paid?  Well, apparently even though Expedia got hit with a penalty for its organic search efforts via unnatural links, it still has a positive bottom line.

 

Here are some optimization tips for ecommerce sites based on a large sample of client sites.

 

In the world of PPC we are facing more competition, and smarter competition.  Get some insights here about how to do a competitive intelligence report to get you started on the right foot this year.

 

Remarketing is something that a lot of advertisers have great success with.  Check out this Google Analytics post about how Remarketing is being improved and better able to target the people you want.  Along those lines, another blog post from Google Analytics tells us how to get Richer Insights for B2B marketing.  Check it out!

 

From HubSpot, some ideas on how to do keyword research.  We always find that our ideas on keyword research are constantly evolving.  How about you?

 

That’s it for now…have a great week, everyone!

 



Weekly PPC Update – Groundhog Day Edition ’14

Tuesday, February 4th, 2014

 

We were not too thrilled that Phil saw his shadow (or didn’t? or whichever one means we have 6 more weeks of winter), but we ARE thrilled that you’ve come to read the weekly PPC update!

 

Let’s see what’s new at Google………

 

Another part of the attribution modeling saga is here.  Figure out better how AdWords impacts website conversions.  This has been available for a while in Google Analytics, but is now integrated.

 

PLAs & Google Shopping – it’s a challenging concept that came to fruition in the fall, and here are some tips for Google Shopping campaigns.  The author points out some nuances that are good to help you have a solid foundation.

 

If you want to see some of the  other newest stuff from Mountain View, check out last week’s phenomenal update!

 

Let’s go over to Bing………..

 

If you are in the financial services/tax provider advertiser category, you can get a free ebook on advertising for tax season here to optimize for tax payers (ahem, all of us?).

 

The brief respite from Winter (aka going from negative temps to positive ones last weekend) makes us feel like Spring cleaning!  Do it to your Bing Ads campaigns with these handy tips.  Along those lines, see all the changes Bing Ads put in place for us last year to make 2014 a more streamlined Bing Ads process.

 

Now let’s see what the rest of the Internets are talking about………

 

SMX West will have good sessions on Excel for SEM.

 

Just for fun – see how people searched during and for the Superbowl.

 

Some more PPC account auditing tips for the new year.

 

And, this title says it all: Stop Treating the Yahoo! Bing Network Like the Red-Headed Stepchild [Infographic].  hahaha.

 

Enjoy your week, all!