To make the change, or not make the change? You think it will be great for the account, but what if it’s not? What if it tanks and your SEM performance takes a nosedive? If you manage paid search accounts, you know what we’re talking about. You’ve had this inner monologue. If only you could
Updated August, 2016, to reflect changes in AdWords Editor and added support for the expanded text ad format. In the Summer of 2015, Google removed the HTML export feature from AdWords Editor. We made heavy use of this functionality in order to share new campaigns with clients for approval. To replace it, I created a Google
Price-conscious shoppers are a popular target for marketers, but there’s a lot beyond deals and coupons that influence consumer perception of a business’s pricing. Using these more subtle factors can be a valuable tool for crafting effective marketing copy. Consider this: you are planning a party, but now isn’t the best time to be spending
Update 3/9/16: There is still a way to add location extensions manually to your AdWords account. Below are the 5 simple steps to make this happen. 1) Navigate to the ad extensions tab in AdWords and select the red +Extension button. 2) In the pop-up window that populates prompting you to use locations from Google My
View-Through Conversions“Appearing only for the Display Network, View-Through Conversions happen when a customer views your image or rich media ad before converting, but never actually clicks on the ad. If these customers later convert, this metric counts their conversions as “View-Through Conversions.” This conversion type automatically excludes conversions from people who’ve also clicked your Search
Google recently released a major update to product advertising on their AdWords platform. With the update came a new name, Shopping campaigns, replacing their previously-named Product Listing Ads (PLA) campaigns. Shopping campaigns generate keywords and ads from a product data feed provided by the advertiser, and are an incredibly effective way to market products online. One
We’ve long held the belief that bidding on your brand terms in paid search advertising is inadvisable for most advertisers. In order to make your marketing dollars work hardest, we reason, why pay for users who are already aware of your business? Instead, use paid search advertising to attract new prospects who were searching for
Can engagement metrics be used as a proxy for conversion rate when optimizing advertising campaigns? When we manage advertising campaigns, whether they be in Google AdWords, Facebook or elsewhere, we strive to drive a many leads or sales as possible. Doing this usually includes setting bids or budgets based on an expected conversion rate. For
I was recently working with a client and struggling with a profoundly low conversion rate coming from search ads. The keywords we were buying were on target, the ads were performing well, and the landing pages appeared well designed. Then I tried to put myself inside the mind of the searcher. When I did that,
Most of my friends know I’ve been involved in search marketing for a long time, so I’m often asked to look over Google AdWords campaigns to see why they aren’t performing well. People even pay me to do this. The very first thing I do when I look over an account is to check for
