Stay up to date with ppc marketing updates from experts like Reva Minkoff & the Digital4Startups team.
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 …
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 »
As part of keyword research, one thing to note is to always look at plurals. 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 …
Ad Position refers to where exactly your ad shows up in the search results. Generally speaking, in Google there are usually three ads above the organic results, (ad positions 1-3), and then 6 ads or so along the right sidebar (positions 4-10). As you go to additional pages in the search results, you may see different …
You may have a niche site, and it’s fine to have one, but even if you do, be sure to use keywords your users understand. If your audience doesn’t know the vocabulary, isn’t searching for any of your terms, or doesn’t understand the vocabulary in your ad, your ad won’t show up and won’t succeed. …
Google has several automated bidding options, in which an advertiser can chose to allow AdWords to automatically choose keyword bids in order to maximize clicks or conversions. However, it is advisable not to use autobid, especially when starting out. There are many reasons for this advice, but the three biggest are as follows: 1. Auto …
Shocking, right? Advertisers most of the time pay LESS than their maximum bid per click. The Actual Cost Per Click (CPC) is the final amount charged for a click. There are a few factors that affect the Actual CPC: A bid is the most an advertiser is willing to pay for a click on an …
Lesson #9: 90% Of The Time, Advertisers Pay Less Than Their Maximum Bid Per Click Read More »
Now that we’ve reviewed the different types of keyword match types, let’s discuss how to use them in practice. To start off, do not use more than one match type in the same ad group. Rather, separate the different match types into different ad groups — one for each match type. There are several reasons …
Lesson #8: Do Not Use More Than One Match Type In The Same Ad Group Read More »
What are relevant search queries? It’s pretty self-explanatory, but they are search queries that match content the user is looking for. We have discussed the various match types and how to use a search query report to ensure that your ads show up for the relevant search queries. Before we go much further in our …
Lesson #7: Do Not Block Relevant Search Queries With Negative Keywords Read More »
