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February 8, 2017 IF statements in AdWords ads allow advertisers to customize expanded text ad copy based on qualifiers. This functionality sidesteps the need for a feed, allowing all variations to be set up directly inside the ads. As of now, the systems supports ad copy variations based on device and audience.
December 28, 2016 Basic metrics tell the story of paid search performance but what if you want to dig deeper? You’ll need to go beyond the basic segments and reports. Segmenting data in new ways reveals new stories and allows you to leverage new insights. You can find new targeting opportunities, a new direction for your messaging, or the impetus to finally break a set of ...
October 3, 2016 Something is wrong in your AdWords account but you don’t know what it is. Better if you get the message from someone else, “I don’t know what’s wrong but I feel like something is wrong and we need to fix it!” While a deep dive is helpful, you can often identify the problem with a few easy steps. If you can commit 30 minutes, you will make decent headway.
September 8, 2016 We’ve all been in a situation where we needed to see the results of an equation based on a range of values. Maybe it was “what if we spent X amount or Y amount” or “what are the potential impacts of another ad test?” Calculating by hand is slow and cumbersome. Thankfully, data tables allow you to quickly compare values and run calculations multiple times.
July 18, 2016 Excel Solver is a fantastic tool, but most examples only cover the simple marketing use cases. Leaving the advanced usages to your imagination with no clear path forward. In this post, we’ll cover the next steps of enhancing your models and then cover how to automate the process. The post focuses on the more technical aspects of Excel but will remain fully accessible.
Last week news broke regarding Google’s plan to include buy buttons for mobile devices. These buttons would allow searchers to directly purchase a product from the search engine results page (SERP). This change is a significant departure, as users are no longer required to follow this process: Leave the SERP ——–> Go to the retailer’s site ——> Complete the purchase ...
Google recently launched version 11 of AdWords Editor. Besides feature updates, the editor received an overhaul to the search functionality. Although it takes a little time to get back up to speed with the rearrangement, I’ve fallen in love with the new functionality and search bar. It takes the set up out of the menus and puts it rights back in your hands.
Every now and then you stumble across an Excel tip or trick that blows your mind. However, this won’t always be the case and as your skills progress these insights are harder and harder to discover or take more effort than they are worth. Rather than going bigger, it is often much easier to take a step back and recognize little tricks you could try, or actions that lead to ...
Everyone accepts the tenet that conversions matter. Any successful marketing campaign needs some form of conversion tracking, whether they are sales, leads, or e-mail sign ups. Most often accounts default to utilizing the AdWords conversion code. This simple to implement code automatically fires anytime someone reaches a certain stage of the customer cycle. However, there are other options.
PPC Hero series week continues as we review how various reports can help you achieve your account goals. Yesterday, Carrie took a look at better reporting for location extensions. Today, Jacob dives into the destination URL report to find your best landing pages. The destination URL report, one of the many facets of the dimensions tab, delivers metrics tied to each unique U ...
Product Listing Ads are now found within Google Shopping campaigns. Unlike text ads, these ads show photos of products, along with prices and product names right on the search results page when people search for items on Google. Product Listings are a crucial piece of online sales for Ecommerce accounts during this time, so make sure your accounts are ready.
There are two primary ways of conceptualizing PPC processes and systems. Both are viable but create difference paradigms in account management. For this post I’m going to title them mechanical and organic. The mechanical view considers performance as the sum of its parts. The organic takes the account as a larger whole, something akin of an ecosystem in which the parts comb ...
In case you’ve forgotten, ads are a big deal. As the one aspect of your work that users interact with, it is important to get them right. You need to make your ad copy compelling and worthy of the click. However, this notion is easier said than done , especially for large accounts. To help make ads more compelling, Google is rolling out ad customizers over the coming weeks.
With the official arrival of Google Shopping Campaigns, marketers are now receiving the support and tools they need to succeed on the new platform. Shopping groups are not complicated but they aren’t always straightforward to manage and monitor. Thankfully we now have scripts to the rescue! With the new features and functionality, we will only be able to scratch the surface today.
With the recent AdWords close variant update, now is a good time to review your negative keywords. It is also prudent to review the rules of negative keywords and ensure they are working correctly in your accounts. If you are interested in seeing more data on the issue see Sam Owens post on the topic. The Anatomy of Negative Keywords Negative keywords are used to block certain queries.
Bid strategy is often lost in all the talk about keywords, structure, and ad copy. At its core, AdWords has always been an auction. Bids ultimately have a major impact on the success of an account. Bid strategy should always be under evaluation. At no point should you settle on "well that is what the bids have always been set to". This attitude will either lead you to underspend or overspend.
A few month's ago I wrote about the power of AdWords scripts reporting. The reporting functionality in scripts allows you to access the API data tables. Not only is reporting faster and more efficient but allows access to additional metrics. Reporting is less technically demanding so even if you don't have a lot of experience coding, this method is very accessible to anyone.
Despite its technical reputation, coding is a creative endeavor and offers a wealth of flexibility in solving problems. On the other hand, the language adheres to certain standards. Since a machine interprets code, you must follow certain protocols or risk non-working code. Even minor errors and typos can throw everything off and leave your code inoperable.
Google Shopping campaigns offer an intuitive way to advertise your products. Shopping has been out of beta for a few months now and I've had great success on the platform. If you haven't heard, Shopping campaigns will completely replace PLAs in August. As a result, it is important that you are both prepared to transition as well as manage the new campaigns.
They say, "don't make assumptions", but who are they to tell you how to live your life? Contrary to the expression, making assumptions can make you a better account manager, maybe even a great one. Now I can't condone every assumption you might have. Here are 3 big ones that will always point you in the right direction.