We have discussed the various match types and how to use a search query report to ensure that your ads show up for the appropriate search queries. Before we go much further in our discussion of match types, it’s important to address an important caveat: Make sure your negative keywords do not keep your ads …
Lesson #7: Do Not Block Relevant Search Queries With Negative Keywords Read More »
Negative Keywords allow advertisers to keep their ads from showing up for certain search queries. Like normal “positive” keywords, negative keywords also utilize the same keyword match types. It’s possible to have broad match negative keywords, phrase match negative keywords, and exact match negative keywords, and it’s important to use the match types properly to be …
Background: Negative Keywords & Negative Keyword Match Types Read More »
Google has four different keyword match types: Broad Match – Ads will show up whenever the user searches the keyword or anything Google deems to be related to the keyword. ex. shoes -> red shoes, blue shoes, yellow shoes Phrase Match – Ads will show up whenever the user searches the keyword or keyword phrase. The keyword …
Whether your campaign is running in Facebook, Google AdWords, or Bing Search, whether it’s a display campaign or a search campaign, one rule always applies: always have more than one ad running at a time. If you are only running one version of your ad, you are missing out on one of the best opportunities …
Lesson #6: Have More Than One Ad Running At A Time Read More »
Whether you want to pull them at the MCC level or through the AdWords interface, nothing is more important in determining the effectiveness of your search marketing program than looking at your account’s search query report (sometimes abbreviated SQR). To find a search query report in the AdWords interface, make sure your Keywords Tab is …
Lesson #5: Search Query Reports: A Marketer’s Best Friend Read More »
AdWords, MSN, and a number of other platforms all contain opportunities for users to set the budgets at both the account level and the daily (or monthly, for MSN) level. Take advantage of these opportunities. They are a great safeguard to make sure that you don’t spend more than you intended. Beware though – Google …
The Search Network and the Display Network are very different from one another, operating with different sets of rules, metrics, and best practices. To understand why each network behaves the way it does, it’s important to understand the mindset of the consumer approaching each network. A user who sees your ads through the Display Network …
Background: The Difference Between The Search & Display Networks Read More »
Once again, Campaign Settings can make all the difference in your ad campaign’s performance. Today’s lesson focuses on checking the Geographic Settings of your ad campaign. If you do not change the settings of your ads and you’re located in the USA, your ads will show up everywhere in the USA. This is a problem …
Once again this lesson centers on campaign settings. What is the goal of your AdWords campaign? On what devices can it be completed? 1. If you do not have a mobile site or if your site will not show up on mobile phones, do not run on mobile devices. You will be paying for the …
Lesson #2: Only Run On Devices Your Website Or Company Supports Read More »
In Google AdWords, check your campaign settings (the “Settings” tab). Under “Networks & Devices,” does it say “All” next to Networks? If so, your campaign is set up to show in both the search and display networks. For a search campaign, change your network setting to “Search.” For a display campaign, change your network setting …
Lesson #1: Search and Display Campaigns Must Remain Separate Read More »
