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After the turkey is eaten and you have watched enough bowl games to make your head spin, it’s time the think about the New Year. The holidays are a time where we enjoy being with friends and family, and reflecting on the year. It’s also a time to think about new resolves – things we would like to do differently in 2016.
One of the first things I do when auditing a PPC account is check to see how the AdWords account is set up. In addition to the settings, I like to see what filters have been created. And often I find there are very few - or none at all. Filters are essential for getting a quick view of various metrics.
It’s important to review, analyze, and refresh your keywords. However, this can be tricky when you are managing multiple paid search accounts or very large ones. And over time, with the addition and removal of keywords and ad groups, we need to do some house cleaning. It’s important to create a keyword-review plan and build it into your account optimization schedule.
Yes, I love testing. I love to see how things work under various scenarios and conditions. Testing is an important element of any paid search account. I've always felt that you don't know if something works or doesn't work until you try it. For example, we tested call-only ads when they first came out earlier this year.
So much of our day is about what we should do. We have to do the obvious "must do's" like drive on the right side of the road, and there are all of the "should do's" - should drink more water, or should mail that care package to my son at camp. With PPC, there many things we must do and should do. But there are also things that we need to remind ourselves not to do.
Marketing today is all about the personal experience. Whether you are a B2B or B2C business, your potential customer is looking for what they want, when they want it. Think of it as marketing becoming B2Me. With paid search, having the right ads when your potential customers are looking is more critical than ever, and Ad Extensions can help add a personal as well as relevant touch to your ads.
With Valentine’s Day fast approaching, our hearts turn to – AdWords Editor? Admitting you are wrong is not always an easy thing to do, right? Especially when you feel strongly about something, and the facts and evidence point that way. But sometimes we have to step back and realize when we are wrong, and come clean.
We can no longer deny the significance of inbound marketing. Customers are smarter, and they know what they want. It’s not about seeing something and buying it on the spot. It’s about research, looking at reviews, and checking out feedback on social media. Consumers have various media methods at their fingertips.
Well, it’s that time of year. Time to reflect on 2014, and look forward to 2015. And with that, comes the making of resolutions for the new year. Exercise more. Eat less. Spend more time with the family. We all do it. While we all start off with good intentions, it’s tough to keep these commitments throughout the new year.
The holidays are upon us! I’m still dealing with my pumpkins from Halloween…but that’s another story. Black Friday promotions are everywhere, and we haven’t even had Thanksgiving yet. And holiday shopping isn’t all about Black Friday anymore. According to eMarketer, e-commerce online retail for the U.S. is expected to grow 16.
On September 3, Google announced callouts as a new ad copy arsenal weapon. Being a big fan of ad extensions since the day they came out, I was really excited about this. The purpose of callouts is to add an additional line of ad copy text to show specific and detailed information about your business, including product and service offerings.
Refreshing ad copy is one of those optimization tasks that I have a very bad habit of putting off. For me, writing ad copy requires a certain Zen -- a deep concentration and focused frame of mind. And let's be honest -- when you're trying to manage PPC campaigns every day, it's tough to tap into that creative mojo when you need to.
The practice of bidding on your own brand terms is a topic that has two divided camps among search marketers. Bidding on your brand terms can provide a lot of benefits - they tend to have a higher click-through rate (CTR), and they help promote your brand alongside the organic results. But bidding on your brand can be costly if you have a lot of competition that is bidding on those same terms.
The AdWords community was once again hit by a new change - Google announced last Thursday that in September, you could no longer disable close variant matching to all phrase and exact match keywords. And there is no longer going to be an opt-out option as before. I've been reading a lot of blogs and posts about this over the last few days.
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