With Pay Per Click, keywords are the foundation of our industry. By knowing how the different type of keywords work and how to utilize these match types, you will be able to reduce some unwanted clicks and some wasted spend. We are going to list out the available match types and real-life Search Query Report (SQR) example and why you might want to incorporate this type of … [Read more...] about How to Utilize Different Match Types in Paid Search
Search Results for: account+structure
Why You Need To Be Layering & Testing Search Audiences
It seems like much of the news coming out of Google Ads and Bing is the continued push towards audiences whether they be custom made or created by the platforms themselves. From in-market audiences for search, custom intent audiences, and I’m sure more in the future, we’re being presented some great targeting options and you really need to be testing these out across your own … [Read more...] about Why You Need To Be Layering & Testing Search Audiences
How We Used Ad Customizers to Decrease Our Client’s Cost-Per-Lead By 34%
It’s no secret that I love ad customizers. They allow you to write dynamic ad copy that changes depending on who is searching. Even more importantly, they stand out from your competition. For example, if we know that a product takes longer to ship to Florida vs. California, we can customize the ads in each location to include the shipping time. Or, if our inventory always … [Read more...] about How We Used Ad Customizers to Decrease Our Client’s Cost-Per-Lead By 34%
Dynamic Search Ads for Advanced Users
In a previous article Dynamic Search Ads for Beginners, Shannon discussed different reasons you might want to use Dynamic search ads (DSA) and how to set them up in your account. In this post, I am going to discuss some advanced ways to use Dynamic Search Ads in your account. Why Use Dynamic Search Ads (DSA) As previously mentioned, DSA are great for catching additional … [Read more...] about Dynamic Search Ads for Advanced Users
Leveraging Custom Intent Audiences on YouTube
In the middle of March, Google announced they would be extending custom intent audiences to YouTube and also launched TrueView ads with more prominent calls to action. This is a potential big win for anyone currently advertising or thinking of advertising on YouTube. In my experience, it has always been a bit more difficult to drive action with YouTube for a variety of … [Read more...] about Leveraging Custom Intent Audiences on YouTube
Life After A/B Ad Testing: A Retrospective
Last August, Google switched up the options for ad rotation settings. We all saw it. And we all, for the most part, adjusted the settings to suit our needs, (I say "for the most part" as I to this day onboard clients with the unsupported "Optimize for Conversions" selected). Mary wrote a great piece, The End of 2 Ads Per Ad Groups. Google said, "This is changing!". We said, … [Read more...] about Life After A/B Ad Testing: A Retrospective
How to Supercharge Your Google Shopping Ads
Running a successful Google Shopping campaign isn’t rocket science, but there’s definitely an art to it. Whenever I get asked to audit an account, the same issues or areas for improvement come up time and time again. So, I’ve put together this article to tackle some of those common problems and help you get the most out of your Google Shopping ad campaigns. The first thing to … [Read more...] about How to Supercharge Your Google Shopping Ads
Tips for Managing PPC Campaigns for Franchise Companies
While each PPC account has its own challenges and opportunities, sometimes a client’s business structure or industry presents circumstances that require special consideration. One structure that can be particularly challenging is the franchiser with a large number of brick and mortar locations. In this post, we’ll discuss why this structure can be challenging, and strategies … [Read more...] about Tips for Managing PPC Campaigns for Franchise Companies
The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Adwords and Bing mirror each other across the board. From expanded ads to being able to import campaigns with nearly identical campaign settings, they make it easy for advertisers to be present nearly simultaneously across multiple search networks. Aside from structure, various tools have also been mimicked. Today, we are going to take a look at the Adwords opportunities tab … [Read more...] about The Opportunities Tab: AdWords vs Bing, A Friendly Match-Up
Analyzing the AdWords Distance Report
The distance report provides a unique view of your geographic data. The report helps users understand how distance from a location impacts search ad performance. This data can be used to adjust targeting strategy, planning new initiatives, and understanding the effective reach of ads. If you are using location extensions but not utilizing this report, you are missing out on a … [Read more...] about Analyzing the AdWords Distance Report
[Re]Evaluating & [Re]Structuring
In an account I work in, we decided to test restructuring their campaigns on three different locations. All of their campaigns are location based so performance vastly different from one to another. We tested two location campaigns that were consistently struggling to meet lead goal against one location campaign that was easily meeting lead goal on a regular basis. What we did … [Read more...] about [Re]Evaluating & [Re]Structuring
How To Use AdWords Geographic Data Reports
AdWords geographic reports provide performance data by location. You can use this data to optimize campaigns by identifying the best or worst performing states, create new bid modifiers for specific cities, or examine the performance of your current targets. All of this information is vital to identifying efficiencies and growth opportunities. In this article we will cover the … [Read more...] about How To Use AdWords Geographic Data Reports
