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Heat maps are cool. Searchers’ behavior changes by hour and by day. Heat maps let you see the hot spots where you should fire up your bids — and the moments when you could save cold, hard cash by putting your ads on ice. I’ve shared a heat map-generating script with you before, but now the tech team at Brainlabs (my employer) has improved it.
Even with expanded text ads, there’s still always more information you want to show searchers. That’s why we use ad extensions: callouts add extra info, sitelinks add extra info and links. But the extra info — and the extra links — may change over time. Maybe you want a callout saying your minimum price, or how big your range is. That’s not going to stay the same over time.
You might not usually think of shared negative lists and campaign extensions together, because their uses are so different: lists are used for targeting, while extensions spruce up your ads. But if you look at them with AdWords Scripts, they’re actually pretty similar — they’re both objects that exists on their own and then get attached to campaigns.
Do you use shared campaign negative lists? Shared lists are really useful for making sure all of your campaigns are excluding the same terms. Constantly mining search query reports means constantly finding new negatives, after all. There are also shared lists for campaign placement exclusions, so you can make sure things like adsenseformobileapps.
Ad testing is massively important. But you knew that already. You’ve set up all your ad groups with multiple ad copy variants. But the thing is, you don’t want to test for its own sake. You can’t just write a bunch of ads and leave them. At some point, you have to make decisions — keep the winners and lose the losers. If you keep showing losers, you’re missing valuable clicks and conversions.
I’ve shared some scripts about checking for AdWords basic mistakes and empty ad groups, but there are still many mistakes that can slip through the net. And even if your account is perfect, the world of search is often unpredictable and perilous. There is one answer: constant vigilance! Well, two answers: constant vigilance and automation.
Last month, I showed you how to check that you’re not still showing ads for last year’s deals. But what if you’re not showing any ads at all? Maybe you’ve just paused all your sale ads and forgotten to reactivate some of the old ones. Or maybe you’ve been rolling out new ads for some copy testing but accidentally missed a few ad groups off the bulk sheet.
We’ve all done it. In our haste to conquer the PPC world, we’ve neglected to check our own work or forgotten to update stuff that we naively thought we’d remember a year later. Even I’ve done it, and lots of people think I’m a PPC legend (disclaimer: perhaps I’m actually the only one who holds this opinion).
One issue I’ve seen with international PPC is how to keep track of your spend and ROI abroad compared to at home. When setting up billing, you can either choose to use the target market currency or use your home currency. There are pros and cons to both, though I don’t intend to discuss them too much here, as most advertisers would have already made a decision a long time ago.