To bid or not to bid? That is the question. Bidding on an advertiser’s own brand keywords is a very contentious topic within the SEM community. However, from every test I’ve seen, bidding on your own brand keywords is not only the best practice – it makes a significant difference when it comes to ROI. …
Not only are there a variety of keyword match types, but there are also different types or categories of keywords that are commonly used to help classify the different keywords within an account. Understanding the four different types of keywords will make it much easier to understand and plan the strategy for an account. The different types …
Background: The Four Different Types of Keywords Read More »
An advertiser has a beautiful expensive landing page or homepage that shows off the large array of products available on their site. But that doesn’t mean it’s the right page to send paid traffic to. Always send paid traffic to the most relevant page possible on the site. It may be a search results page, it …
Lesson #17: Send Customers To The Most Relevant Landing Page Read More »
The good digital marketers all know one big secret – they test, test, and test some more. Testing is digital marketing’s largest advantage when it comes to the advertising space. Because the field is quantitatively driven and user controlled, it is possible, especially in transparent systems like Google, Bing, and Yahoo, to measure the results …
Earlier we discussed how important it is for an advertiser to run more than one ad at a time. But if an advertiser is running 3-5 ads per campaign at a time, how can they be sure which ad is performing the best? Google AdWords currently provides the advertiser with three options when it comes …
Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation) Read More »
Conquesting Keywords refer to keywords that are competitor’s brand names or terms. Advertising on competitor’s keywords is a very contentious topic in the industry, but here are some words of wisdom: 1. Do NOT expect strong performance from a conquesting campaign. You won’t get it. Quality scores will be low, CTRs will be low, and …
In the eCommerce space? A big search development almost went under the radar on Thursday when Google announced that it would discontinue Google Product Search (formerly Froogle) and turn it into Google Shopping. The new Google Shopping will be a paid inclusion engine, also known as pay-to-play. What is paid inclusion? Paid inclusion is when …
There aren’t many formulas (this isn’t physics), but the key formulas in digital marketing are absolutely crucial. Here is a quick cheat sheet to five formulas everyone in digital marketing should know: CPC Cost Per Click Cost/Clicks CTR Click-Through Rate Clicks/Impressions Conversion Rate Conversion Rate Conversion/Clicks Return On Investment ROI (Gain from Investment – Cost …
One of the key factors that determines whether an ad shows up for a particular search query is how relevant the algorithm determines the ad to be to the query. At the same time, by providing users with ads that contain the keywords in their search queries, it’s more likely the user will find the …
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy Read More »
In Google AdWords, the plural version of a keyword is not the same as its singular version. As a result, Google counts plurals as separate from singulars in search query reports, when determining which ad to show for the search results, and when determining keyword match types. It is therefore incredibly important to include both …
