Impression Share may be one of the most useful and least utilized metrics in search marketing – exact match impression share, that is. Utilizable for the search network only, exact match impression share tells the advertiser what percentage of the possible impressions for their keywords (taking match types into account) the ads are showing up on. …
Lesson #25: Look to Impression Share For Missed Opportunities 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 »
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 »
The Search Network and the Display Network are very different from one another, operating with different sets of rules, metrics, and best practices. To understand why each network behaves the way it does, it’s important to understand the mindset of the consumer approaching each network. A user who sees your ads through the Display Network …
Background: The Difference Between The Search & Display Networks Read More »
Once again, Campaign Settings can make all the difference in your ad campaign’s performance. Today’s lesson focuses on checking the Geographic Settings of your ad campaign. If you do not change the settings of your ads and you’re located in the USA, your ads will show up everywhere in the USA. This is a problem …
In Google AdWords, check your campaign settings (the “Settings” tab). Under “Networks & Devices,” does it say “All” next to Networks? If so, your campaign is set up to show in both the search and display networks. For a search campaign, change your network setting to “Search.” For a display campaign, change your network setting …
Lesson #1: Search and Display Campaigns Must Remain Separate Read More »
