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SEMPO Boston’s “Evolution of Search” event this week had us geared up and ready to question how search has changed, and where it will lead us marketers in the future. Adria Kyne, Director of User Experience and Search Marketing at Valassis Communications, explored with our panel of search engine marketing experts the growing value of social media and link building, as well as the powerful impact mobile has started to play …
A vital aspect of your overall budget management strategy for Adwords should include an indepth analysis of when and where (what time, geo, day(s) etc.) your ads are converting. For example, if you are currently running your ads 24/7 and have noticed that performance during 12am EST and 6am EST is dramatically underperforming compared to 7am EST and 1pm EST, it probably makes sense to pause out your campaigns during …
We wrote a post a while back explaining the different match types in Adwords. A great match type best practice is to replicate your campaigns across all match types to manage/optimize them separately. Depending on your niche, you’ll likely see dramatic performance differences between match types over time and as you’ve broken them into separate campaigns, you’ll have the flexibility to optimize them independently. Go through the following process to …
A few months back, Google quietly released the “Extended Headlines” feature for Adwords. Google is now making it possible for ads located in the top 2 or 3 positions to include both your headline and first description, thereby “extending” the Adcopy Headline (traditionally 25 characters). This new feature is built with the intention that greater visibility of your ad’s headline will lead to an increase in click through rates, more …
I’m sure many of you have run foreign language paid search campaigns in the past. If you have translated the Adcopy to the native lanugage of the target country and tested against an English version, you have likely seen a huge bump in performance. One thing you may not have thought of when targeting foreign languages is targeting Spanish within the US. The Spanish speaking population in the US has …
For a vast majority of PPC marketers, Quality Score is typically overlooked as a vital piece to improving overall Adwords campaign performance. While there are several factors that affect Quality Scores (click through rate, Adcopy, destination url, campaign hierarchy etc.), we will focus on landing page optimization for this post, as it is usually the #1 overlooked factor to improving Quality Scores. As PPC has matured and marketers have become …
While the Google Content Network can certainly provide an advertiser with huge click volume, if not managed correctly, content ads can quickly drain your budget with minimal results. Below are a few best practices for managing Adwords campaigns within the Google Content Network: Replicate Campaigns for Content Only: From a campaign hierarchy perspective, I would recommend replicating your Search Network campaigns to Content Only campaigns and labeling them accordingly. For …
By using landing page best practices, you will have a nice head start in creating an effective landing page, however landing page optimization is an ongoing process of continuous tweaking and testing. Heatmapping tools help streamline this process, by taking the guess work out of what people are likely doing on your landing pages. Combining metrics from heatmapping, traditional analytics, and your CRM will give you a true 360 degree …
