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Posts Tagged ‘Campaigns’

Weekly PPC Update – It’s Almost Here Edition

Sunday, July 14th, 2013

 

Hello everyone, hope you’re having a fantastic weekend.  How is it middle of July already?

 

Let’s check out the past week’s top PPC news to get caught up.

 

First from Google…..

 

This is our next to last post before the big switch to Enhanced Campaigns.  Are you ready?  If you are brand new to PPC, here’s the skinny on Enhanced Campaigns – essentially, instead of dividing campaigns into targeting by device, AdWords advertisers will be running the same campaign on multiple devices & geographic areas with bid adjustments for each.  Here’s Google’s Resource Center for Enhanced Campaigns.  Don’t delay – mandatory switchover is less than 2 weeks away!

 

If you *aren’t* new to PPC, but still aren’t completely on board with Enhanced Campaigns, here’s are some useful links to bidding in the new system –  A Whitepaper with strategies for success with Enhanced Campaigns and a recorded Webinar on the same topic.

 

Also, if you’re really brand new to PPC, you probably should read this first from Google - Free Course On Creating Your First Online Campaign.  It’s Google’s first MOOC!  Here are the details:

  • What: Marketing 101, a massive open online course
  • Audience: New advertisers
  • When: July 22 – August 9
  • Requirements: Email address and a computer

Interested? Sign up for the course here.

 

From Google AdWords’ Engagement Ads, check out Google Catalogs in Lightbox — a scalable way to distribute eCatalogs.

 

Google’s new Databoard for Research Insights is an “interactive tool to help you quickly find what you need from our vast archives of industry-leading research. It’ll even help you tell a story from the stats, turning selected charts and data points into infographics that you can share.”  Check it out!

 

Now, from Bing Ads land…….

 

A back to basics article on ad testing by measuring against ROI, CTR, CPA, and Quality Score.  What’s your tried and true?

 

Just a heads up - by the end of 2013, Bing will require all users to log in to Bing Ads with a Microsoft account and will eliminate the option of using a Bing Ads account.

 

Search Engine Land touts Bizible as a solution for autotagging Bing Ads so data will show up in Analytics without tedious manual tagging.  check it out.

 

And, from elsewhere on the web……..

 

Online advertising is really half the battle.  What do your users do when they get to the destination URL?  Here’s a great article from WordStream – 12 Tests to Increase Your Landing Page Conversion Rate, Starting Today.

 

comScore says desktop searches are experiencing a rebound!!!!!!!!!!!!

 

Here’s a good one on Analyzing Cost-Per-Click Inflation In The Marketplace.

 

Finally, check out quality score explained by a former Googler.

Have a great week everyone!!!!!!!!!!!!!!!!

 

 



Weekly PPC Update – Short Week Edition!

Sunday, June 30th, 2013

 

Did last week feel really long to anyone else?  Probably having something to do with it being the first week of summer.  Luckily, we have a short week coming up so we can get some serious summertime activities in.  How about you?

 

In the meantime, let’s get down to business with the best PPC news.

 

First, from Google…………..

 

On Monday, Google announced the launch of dynamic remarketing to all clients with a Google Merchant Center account. Right now, it’s geared toward travel and education sectors, but Google plans to expand availability later this year.  Here’s a Help Center article to help you get started.

 

Google also announced an addition to AdWords reporting they’re calling top movers.  To view the top movers report, click the Dimensions tab, then View: Top movers.  Included in this report is a possible causes, if available.  Should be interesting!

 

Did you catch this one?  Google is making the remarketing lists for search ads (RLSA) available to all advertisers using enhanced campaigns. With this feature, you can modify your search ads, bids, and keywords based on your visitors’ past activity on your website.  Here’s an article in Help Center to help you get going.

 

Linking AdWords and Analytics can be kind of a pain.  Google’s announced a process to make it easier.  Check it out here.  If you missed the webinar on using AdWords and Analytics together, here are some of the useful resources that were shared:

 

It was a busy week of AdWords announcements.  Affinity segments are a new way to target users by their lifestyles (vs. niche interests).  To be more specific, Google says “interest categories allow you to reach visitors across the Google Display Network who’ve demonstrated specific interests, regardless of whether your ad correlates with the particular topic of the page they’re currently on.”

 

Review extensions are now available in beta in AdWords.  Contact your rep to sign up.

 

Have you switched to Enhanced Campaigns yet?  Time’s a tickin’!  Here are some success stories to help overcome your fears.

 

Now, from Bing Ads…………..

 

Do you use Bing Ads Editor?  Here are some reasons why Bing thinks you should.  This article talks about using Bing Ads Editor to parse out keyword trends by region.

 

Bing provides some guidance for ensuring that your ads don’t get dinged for duplication:

  • Ensure your ad does not contain duplicate ad copy of any of your other ads.
  • Avoid submitting multiple ads linking to sites with identical content or with a very similar look and feel.

See the whole article here.

 

Bing Sitelinks are now available in all markets!

 

And, that’s it for this week ladies and gentlemen!  Have a great holiday!

 

 



Weekly PPC Update – Supermoon Edition!

Sunday, June 23rd, 2013

 

Did anyone catch the first glimpse of the Supermoon last night?  We are planning to go outside at moonrise time to see it this evening.  That is, if we can get up the courage to leave our air conditioned house for a minute!

 

Without further delay, here’s this week’s hottest PPC news.

 

First, from Google………..

 

A cool new feature from Enhanced Campaigns will be the ability to add custom descriptions to your Sitelinks.  There’s less than a month until the mandatory switchover to Enhanced Campaigns.  Are you ready?

 

Have a hard time making a case for Display?  Now, when display ads are viewed either on the Google Display Network, or video ads on YouTube, and a viewer later visits your website and converts, you’ll be able to trace this in  Google Analytics Multi-Channel Funnels reporting.  Note that GDN Impression Reporting is now available through limited whitelist. You can sign-up through this form to participate.

 

Inventory aware campaigns are kind of the brave, new frontier.  Now, these campaigns in DoubleClick Search can automatically create ad groups, ads, and keywords based on your settings.  Your Google Merchant Center feed is monitored by Google for changes, and then makes updates based on inventory changes.  Check out details here.

 

Now, from Bing Ads……..

 

Bing Ads has added location extensions for advertisers in the UK.  Learn more about these extensions, how to create them, how to import business locations and more here.  There are also some cool new features in location extensions, including “click to directions”, multiple locations and more!

 

The Bing Ads Intelligence Excel add-in has some cool new features, including a new ribbon at the top of your page, performing keyword and bid research in a single spreadsheet, easily importing bulk keywords back into your Bing account, and more.

 

And, from elsewhere on the World Wide Web………

 

Search Engine Land has a very cool new series on Dashboards!  The first one,  Creating Combination Charts In Excel, is chock full of tips to help you piece out: year-over-year data, visits vs. bounce rate, revenue vs. conversion rate, and campaign cost vs. conversions to name a few.

 

And, here’s a SEL article on PLAs (hope you like acronyms!)

 

From Search Engine Watch, AdWords Flexible Bid Strategies gives flexible bid strategies gives an overview of this feature including directions to where they live in the AdWords Shared Library.  Check it out.

 

That’s it for this week folks!  Have a great week and go see the Supermoon tonight!

 



Weekly PPC Update – Happy Dad’s Day!

Sunday, June 16th, 2013

 

Happy Father’s Day to all the hard working dads out there.  Before you head out to family picnics, take a few minutes to catch up on the latest PPC news with us.

 

First, from Google……..

 

Enhanced Campaigns are a little over a month away, and Google has some useful blog posts to bring us up to speed and get a head start.  First of all, starting with the Upgrade Center is a good idea.

 

See examples of how people have increased local opportunities, reached new audiences and spent less time managing campaigns in this post. Also, there have been some improvements to the Upgrade Center, including:  increased flexibility when copying keywords, automatic labeling of newly copied keywords, and uninterrupted keyword level tracking.

 

Auction insights reports are now more robust, enabling us to see competitor data on a keyword level, as well as for groups of keywords, individual or multiple ad groups, and individual or multiple campaigns.

 

Surely, you’ve linked your Google AdWords & Analytics accounts by now, but attending this webinar will give you more ways to look at your data, and it includes a Q & A.

 

Finally, if you’ve been wondering how your accounts will automatically upgrade to Enhanced Campaigns, you’ve gotta check out this post. There is a default upgrade for each kind of legacy campaign device targeting.

 

Now, from Bing Ads……….

 

If you’re wondering how Bing Ads will play with new Google Enhanced Campaigns, this post is for you.   In addition to “increasing our list of dynamic text supported for destination URLs to includeifmobile and ifnotmobile variables”, there are specific changes to bid adjustments, site link extensions, and more.  Most of these updates are not live yet, just fyi.

 

Have you used Bing’s keyword distribution graph?  It’s intended to ” reveal the keywords most important to the success of your ad. Use it to identify these particular keywords, and then build out those advancing your goal, and edit or remove those that aren’t”.  You can see a video, as well as some cool examples here.

 

Finally, from Bing Ads for this week:  Coming Soon to Bing Ads: Change History Graph Connects Your Actions to Results.    If you’re interested in testing this pilot, email CHPilot@microsoft.com.

 

And, from elsewhere on the web………

 

Facebook is ending sponsored search results.  Read Search Engine Land’s take here.

 

Check out some key takeaways from John Gagnon’s speech at SES Toronto here.

 

Finally, a post with lots of useful information: The Top 10 Best AdWords Features You’re Not Using encourages you to take another look at features like the Image Ads Creator, Above the Fold Display bidding, AdWords Scripts, and more!

 

Now, we’ll return you to your regularly scheduled programming.  Have a great day and week everyone!

 

 



Weekly PPC Update – Memorial Day 2013 Edition

Monday, May 27th, 2013

 

Hope everyone is enjoying their long weekends, and thanks to everyone in uniform for their service, especially those who are no longer with us.  As you are enjoying your first (or second) cup of coffee, let’s catch up on the latest PPC news before heading out to any picnics or parades.

 

First, from Google…..

 

There was so much info coming out of Mountain View last week – a lot having to do with Enhanced Campaigns.

 

First of all, we have a new keyword tool!  The Keyword Planner tool finally combines the Keyword Tool and Traffic Estimator into one.  No more having to explain the different numbers!  Also, now you can see searches on a city level and lump keywords into “plans”.

 

Register now for Think DoubleClick on June 4th, which is Google’s “state of the digital marketing” annual event.

 

Flexible bidding strategies, available in Enhanced Campaigns, allow you to use a combination of automated and manual bidding.  The common theme of Enhanced Campaigns seems to be that advertisers can apply changes across campaigns.  You will also be able to optimize bids for better performance by location and by mobile device.

 

AdWords Editor has a bunch of new features to support Enhanced Campaigns.

 

Finally, from Google, this coming Thursday will be a webinar about Measuring Success in a Multi-Device World.  A good idea to attend so you can report back all of the good work you’ve been doing.

 

Next from Bing Ads……

 

Bing launches the Bing Ads Traffic Quality Center to help advertisers gain insights into how Bing manages fraudulent behavior.

 

For those of us who are new to paid search, Bing has a blog post about negative keywords - what they are and how to use them.

 

This post details steps customers take during the online purchase journey.  There are valuable insights and tips here including types of keywords to target for various steps in the journey, landing page optimization and more.

 

Finally, Bing offers some best practices for targeting different types of devices here.

 

That’s it for this week!  Enjoy your day!