When setting up an AdWords campaign, it is very tempting to check the box to optimize based on conversion data immediately. While you usually can’t choose CPA bidding when you start, you can check the box that says eCPC, and we see that many clients do this. However, don’t! Google’s conversion optimization algorithms need at …
Lesson #28: Don’t Turn On Conversion Optimization Too Soon Read More »
How can you use Impression Share to find missed opportunities in your campaigns? What is impression share? It is the percentage of total impressions that your ads receive compared to the total number of impressions they could receive Impression Share may be one of the most useful and least utilized metrics in search marketing – exact …
Lesson #25: Look to Impression Share For Missed Opportunities Read More »
So, why should you rotate your Facebook ads every 3 days? When it comes to Facebook ads, one rule applies above all others: rotate your ads often. The rule of thumb is generally 3 days – sometimes a little bit more, and sometimes a little bit less. It doesn’t matter whether the ad is performing …
Lesson #23: Rotate Your Facebook Ads Every 3 Days Read More »
So why are long tail keywords so important? As we continue this week’s foray into keywords, it is important not to forget about long tail keywords. Long tail keywords are keywords, generally 3-5 words long, that a user would encounter when looking for a more specific query. While “shoes,” or even “red shoes,” are not …
Earlier this week, we discussed the four different types of keywords: brand, non-brand/generic, competitive and long-tail. Since long-tail keywords can fall under any of the other three categories though, for today’s discussion, we will only refer to the three main keyword types: brand, non-brand/generic and competitive. When it comes to these types of keywords, never …
Lesson #19: Never Put More Than One Keyword Type In the Same Ad Group or Campaign Read More »
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 »
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 …
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 …
