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 …
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 »
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 …
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 …
Google AdWords, MSN, and Facebook all operate on the same principle: they all take advantage of an auction system. While the amount you bid per click is the maximum amount you are willing to pay, 95% of the time, you do not wind up paying your bid. You usually will wind up paying less or …
Facebook is not a search network. Unlike Google and MSN, it does not have a search component, nor does it have a network of sites on which it shows its ads (content network). Rather, Facebook only shows its ads on facebook.com, and those ads are targeted based on users demographic and behavioral preferences. In other words, …
Background: Networks: The Wide World of Facebook Read More »
When it comes to cost-per-click (CPC) display advertising, the two main display networks are the Google Display Network (GDN) and the Yahoo Display Network. When we discussed the two main search networks, Google & MSN, we mentioned that MSN & Yahoo merged in 2010. As part of that merger, MSN took over the search advertising, …
The two biggest search networks are Google and Microsoft Bing (MSN). There used to be a third big search network, Yahoo, but in 2010, Yahoo and MSN combined their networks, and now, advertising through MSN is the same as advertising through Yahoo and vice versa. According to Comscore, Google sites were responsible for 66.4% of …
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: To build a successful Google Adwords campaign, it’s important to understand the different keyword match types that Google offers. 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, …
