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Posts Tagged ‘Segments’

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 – Still Reeling Edition

Sunday, April 21st, 2013


Last week was a tough one for Boston.  And, even though we breathed a collective sigh of relief on Friday night, things are still not back to “normal”.  They probably won’t be for a very long time, and will never be for those injured and families of those killed on Marathon Monday.  Our condolences to everyone impacted by the tragic events.


Let’s see what happened in the world of PPC last week.


First, from Google…..


Google AdWords provides a pretty detailed post about what they do with publishers who are “bad apples” and don’t adhere to Google’s advertising guidelines.  Here are a few highlights:

  • Better technology helps monitor clicks, impressions and also to scan partners’ sites and downloadable software to pick up bad content and bad practices (like artificial traffic) at a very granular level
  • Hundreds of manual reviewers work for Google to weed out advertisers who don’t adhere to these regulations and Google has doubled the rate that they review publisher’s sites
  • In 2012, there were 17% fewer bad actors than in the previous years
  • Finally, to protect customers from getting add-ons that they didn’t sign up for when installing software, Google has issued these new policies including that the download be pre-approved by Google; offer one-click, complete uninstall, and more.  Read the post for full details.

We always recommend using an Analytics program like Google Analytics in tandem with your PPC efforts.  Google Analytics’ blog has a good article last week detailing three options in-house (and we would argue any) practitioners should be using.  These options include event tracking, advanced segments, and shortcuts.  Are there others you would add?


Next, from Bing Ads……….


Bing, like Google, is also committed to fighting bad advertising on their network.  This article gives some pretty basic tips about how to protect your Bing Ads account from fraudulent activity.


Bing has a podcast here that answers frequently asked questions from Bing Ads advertisers.


Bing Ads is developing a Search Terms Report to help you add keywords and negative keywords directly through the Web UI’s Keywords tab.  Learn more here.


Finally, if you are advertising on Mother’s Day gifts & related terms, here are some tips on how to optimize your campaigns for Mother’s Day.


And, from elsewhere on the web…….


Did you hear about the test claiming that Bing search results led to five times more malware than Google?  Bing refutes those findings here.


Also from Search Engine Land, Google Earnings:  Q1 Revenue Rises and Paid Clicks up 20% though CPC Slips 4% YoY.  The title says it all!


Advertising:  A Brief History is a pretty awesome infographic that starts with the earliest known wall painting (aka the first billboard!) is created in 4000 BC and goes up to today with stats about how much is currently spent and more.


Finally, from Search Engine Watch, Using PLAs to Enhance, Not Encroach on SEM gives some tips to do just that.


That’s it for this week folks, stay safe and give your kids an extra hug.



Search Terms And Stages of Awareness

Tuesday, November 13th, 2012


Copywriting legend Eugene Schwartz wrote about the 5 Stages of Awareness in his unequaled book, Breakthrough Advertising. Here’s how he classified them:

  • First Stage — Most aware customer who knows your product, knows what it does, and consciously wants it.
  • Second Stage — Customer is aware of the product, but is either not aware of, or not convinced of, all that it does, or how well it does it, or how much better it is than previous alternatives.
  • Third Stage — Customer knows that he wants what your product does, but is not yet aware that there is a product that will do it for him.
  • Fourth Stage — The customer has a need, but that need will need to be agitated into desire AND ALSO connected to the product.
  • Fifth Stage — The Customer is not even consciously aware of his need, or is unwilling to admit his need, even to himself.

According to Breakthrough Advertising, a copywriter should match her headline to the stage of awareness of the prospective customer.

Of course, different segments can and do have differing stages of awareness. Heck, even the same buyer can pass through differing stages of awareness during their shopping process.

Needless to say, the same dynamic applies to PPC Ads, though most PPC Prospects fall within the first three stages. And here’s the important part: ads for prospects in Stage Three must be written differently than ads aimed at Stage One customers.

So how do you know which stage your prospective customer is in?

Easy, you look at what they’re searching for:

  • If they’re asking for a product or brand by name, they’re in that first stage.
  • If they are in the second stage, they may be searching on alternatives to your product.
  • And if they’re describing problems, they’re most likely in stage 3.

Want a practical example? Check out this recent win:

Shipping container moving is relatively new, but there are some people who have heard of it, and these ads were directed to those people, under the campaign title of “Shipping Container.”

In other words, these ads are directed at people asking for the product by category name. So they are somewhere between Stage 1 and Stage 2, and probably closer to Stage 2.

If they were in Stage 1, where prospects are more direct in naming the product or brand, a more direct and specific appeal to savings would probably work best: “30% Cheaper Than Driving Yourself for Moves Greater than 300 miles,” or something similar. Or even a comparison against other shipping container options.

And in Stage 3, more time and effort needs to be made explaining WHAT shipping container moving is.

But in Stage 2, Ads really need to concentrate on driving home the not fully known or believed benefit. And what you’ll find in the winning ad is a double dose of savings: with “More Affordable” in line 1, and “So You Save” in line 2.

But because this is Stage 2 and not fully Stage 1, the ad retains an element of explanation in line 2: “You Pack and We Drive.”

If this seems a tad complicated, think of it this way: you want your PPC Ad’s messaging to be as relevant to the prospect’s concerns as possible. Matching your ad’s copy to the prospect’s conception of the product helps you do this.

It’s something professional ad writers do instinctively (assuming you have your ad groups properly segmented to begin with).

So if this is all new to you, you probably have a whole lot of PPC Profits floating out there with your name on them, just waiting for you to claim them through some smart optimization.

Why not follow this moving company’s lead and give yourself an early Christmas present by doing just that?