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 … Read More
Lesson #17: Send Customers To The Most Relevant Landing Page
Campaign Structure
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. … Read More
Lesson #16: TEST, TEST, TEST!
Campaign Structure
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 … Read More
Lesson #15: Rotate Ads Evenly (Or Auto-Optimize Ad Rotation)
Campaign Structure
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 … Read More
Background: A Note on Conquesting Keywords
Background, Campaign Structure, Networks
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 … Read More
Google Product Search To Become Google Shopping
Default
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 … Read More
Essential Digital Marketing Formulas
Background, Terminology
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 … Read More
Lesson #14: When Possible, Use The Ad Group’s Keywords in Its Ad Copy
Campaign Structure
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 … Read More
Lesson #13: Don’t Forget Plurals
Campaign Structure
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 … Read More
