Ok, I’ll give it to you: broad match has its appeal. No need to worry about plurals or all the various ways a phrase could be created. Lots of impressions and therefore better odds for more volume. Less keywords. So the thought is, less work. But that’s just not true. Do not just put everything …
Lesson #26: Don’t Just Put Everything On Broad Match Read More »
Impression Share may be one of the most useful and least utilized metrics in search marketing – exact match impression share, that is. Utilizable for the search network only, exact match impression share tells the advertiser what percentage of the possible impressions for their keywords (taking match types into account) the ads are showing up on. …
Lesson #25: Look to Impression Share For Missed Opportunities Read More »
When bidding on generic keywords, the most important thing is not to get too carried away. What do I mean by this? Advertisers who make mistakes bidding on generic keywords tend to fall prey to one of three possibilities: 1) Bidding Too Much on a Generic Keyword: Just don’t do it. Make sure you are …
When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit less. It doesn’t matter whether the ad is performing well – even the best performing ad will stop performing well …
Lesson #23: Rotate Your Facebook Ads Every 3 Days Read More »
When it comes to search, a keyword should only ever show up once in an account. Having keywords in different places eligible to show ads for the same search query can lead to two key things. First off, the advertiser is bidding against themselves in the bid auction, increasing the amount they are paying per …
Lesson #22: Remove All Duplicate Keywords From Search Campaigns! Read More »
We interrupt our regularly scheduled programming to bring you a really exciting announcement from Google. Google has now fully released mobile app extensions as an ad extension option for its mobile ads. Ad extensions are an extra line/feature of a text ad that Google appends to the ad. Some other current ad extensions include phone …
Yesterday, we discussed bid rules. But while bid rules can carry out a logic indefinitely, they do not regulate themselves. As a result, it is important to keep an eye on bid rules, and actively manage them. They are not “set it and forget it.” For example, many an advertiser has accidentally competed against themselves …
Lesson #21: Bid Rules Are Not Set It And Forget It Read More »
Bid rules are automated rules that an advertiser can put in place to regulate the bidding on a particular keyword. For example, a bid rule could tell the search engine to pause a keyword whenever its ROI drops below $1.00 or to increase the bid on a keyword whenever the keyword falls below an average position …
As we continue this week’s foray into keywords, it is important not to forget about long tail keywords. Long tail keywords are keywords, generally 3-5 words long, that a user would encounter when looking for a more specific query. While “shoes,” or even “red shoes,” are not long tail keywords, “red steve madden pumps” is …
Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only refer to the three main keyword types: brand, non-brand/generic and competitive. When it comes to these types of keywords, never …
Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign Read More »
