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The 5 Most Useful Reports in AdWords Posted: 03.22.2016 Reports are your bread and butter in digital marketing, but where to start? These AdWords reports will get you underway (we’ll cover Facebook and Google Analytics in later posts). 1. Search Terms If you’re not already using this report, that’s a serious issue.
Initial Impact from Google’s Top-4 Desktop Change on AdWords Performance Posted: 03.07.2016 There’s been a lot of talk about potential impact from Google’s recent change to Desktop SERPs. Now that over a week has passed since the full roll-out on February 24th, we’ve been able to review the impact of the recent changes over 100 client accounts, and I’d say they’re rather surprising.
Get Started with Google Analytics: Best Practices for Everyone Posted: 02.23.2016 Starting your site tracking off on the right foot is key. If you’re using a tool like Google Analytics (GA), once data is processed in the platform, you can’t change it. Here are a few recommendations that almost every GA implementation should use out of the gate.
2016 Search Wish List Posted: 01.08.2016 Late in 2016, a few of our esteemed Account Directors (Sean McEntee, Christine Baker, Joseph Kerschbaum, Caitlin Halpert, and Eric Smith) put their heads together for an impromptu wish list for search in the coming months. We know, we know…the holidays are over (sniff), but just in case folks at Google and Bing are listening, here ar ...
You may be tempted to just dive in when you dig into a new account and start changing bids based on the data, but before you get started you’ll want to get a firm understanding in three primary areas before determining which bidding strategy to take. If you fail to make build a plan based on these considerations, you’re bound to make some common bidding mistakes. So what are those areas? 1.
Didn’t make it to SMX East? You missed informative sessions from both me and Leslie To (and a lot of others who aren’t 3Qers). Luckily we took notes and have some great takeaways for you. It’s important to stay up to date with digital marketing trends, so read up! For further reading, here’s a copy of my presentation (I’m third from the left), and Leslie’s.
Understanding the competitive landscape and how its changes impact your results is an important piece of paid search account management. Reviewing AdWords Auction Insights at regular intervals – and whenever you’re seeing shifts in CPC or impression share – will help you stay on top of the auction dynamics in your space.
If memory serves me right, at one point in search history, AdWords Dynamic Keyword Insertion (DKI) was used to insert a user’s query into your ad copy. Whether or not that was the case in the past is now irrelevant because Google’s documentation is clear that DKI only inserts keywords from the same ad group.
Just because you’re looking at data in a spreadsheet, pivot table, or even an engine UI, does not mean it’s correct or should be taken at face value. Here are some clear hints that something is wrong with your numbers and requires a deeper dive: 1. Any metric declined more than 100% Pulling data without looking it over might lead you to believe, say, that clicks are down a lo ...
Bing has added some nifty annotations to its search ads lately, but we found one last week that bears reviewing: auto-appending title tags from the site to ad copy. Check out the Relax the Back ad, below: In the ad, you can see that “Best Ergonomic Pillows…,” which was automatically pulled from the page, isn’t the best secondary message for the ad copy.
A few months ago, I reviewed the framework I use to have an opinion and use that in my work day to be an effective PPC manager. In this post, I’d like to focus more on the communication portion of that framework. It’s easy to forget, but the language used when communicating an opinion can soften or strengthen your position dramatically.
Whether you work at an agency or you’re in-house, there’s always something keeping you busy all day. There will always be a task that could be completed to the extreme where some people end up working 12-hour days. Hopefully the tips below can help you prioritize your day and your week to make a bigger impact on account performance in less time.
A common issue with mobile is a big sessions-to-clicks discrepancy, which can be a big deal when your client’s goals revolve around visits. We recently had an issue with an account showing an increasingly large discrepancy for GDN ads – in some cases mobile had an 80% variance between Google Analytics sessions and AdWords clicks, with clicks being higher.
Whether you’re transitioning into a strategic role or you want to better manage your client relationships, it’s important to develop an opinion and effectively communicate that opinion to the client. I’ve summarized three key steps to getting back in the driver’s seat of conversations with your client. Learn SEM Knowledge First and foremost, you should be an expert in search.
While the turnout was small at Evolve with Google Analytics, hosted this week at Boston’s World Trade Center, the content was incredible and led to great conversation within the intimate group of attendees. We were also fortunate enough to share the convention space with eMetrics and Predictive Analytics World, which provided a greater opportunity to share ideas.
You just launched an AdWords Campaign Experiment to test two ad variations in your top-volume campaign. Great job! But now what? Actual A/B test implementation is only part of the battle to make data-based improvements in your account. The most important part of the testing is often forgotten: test evaluation. Here are a few steps to correctly follow the data.
While Google Analytics and AdWords can and do report on the same campaigns, it’s important to recognize that comparing data between the two platforms will never be apples-to-apples. The different terminology, tracking settings, and attribution are important to recognize when diving into any problem and marrying data between the platforms.
So you work in PPC. You’re most likely using Google Analytics. You’re also most likely completely overwhelmed by the volume of data and reports available to you. Let’s break it down to a manageable – and actionable! – number. In this post, we’ll break down 8 essential GA reports for PPC professionals. For each, we’ll specify why it matters, how to use it, and where to find it.
Ah, Google Analytics. The interface changes regularly, the terminology can be obtuse, and there’s SO MUCH data that it’s hard to know what’s truly useful and what might just be a rabbit hole. Is it even worth learning? In a word, yes. But we’ve got a lot more space than that, so buckle up. In this post, we’ll cover why to use GA, plus walk you through installing codes, linkin ...