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 »
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 »
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 …
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 »
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, …
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 »
Setting Campaign Budgets AdWords, Microsoft Network (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 …
