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 and user controlled, it is possible, especially in transparent systems like Google, Bing, and Yahoo, to measure the results …
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 …
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 Google Shopping will be a paid inclusion engine, also known as pay-to-play. What is paid inclusion? Paid inclusion is when …
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 »
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 results, and when determining keyword match types. It is therefore incredibly important to include both …
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 …
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 …
