Can anyone set me clear on something. When I download an Adwords KW plan into my docs, I get a numeric competition number. What's the scale used here? Is 1.0 highest and it goes down from there?
it's basically a more accurate version of the "low", "medium" and "high" values you'll see in the interface. In this case higher values equate to higher competition and lower values equate to lower levels of competition.
By now your family or neighbors have already put the seeds of guilt into your mind about the traditional act of spring cleaning. But what about your AdWords accounts, could they benefit from a similar sort of treatment?
We can get so used to managing campaigns on a daily, weekly, and monthly basis that we sometimes forget to analyze the longer periods of time and the results can be shocking. A keyword which accumulates a $10 cost every month without converting might not seem the end of the world, for example, but over a year’s period this can soon add up, especially when considering this can happen across a significant amount of keywords.
So what actions can be taken to make sure your accounts are in check?
It might seem unlikely that your destination URLs are now leading to 404 “page not found” errors but you’d be surprised at what your clients can get up to without you knowing. Now you might sigh at the thought of going through every single account and checking every single link but the team at Google Developers have provided us with an awesome script which will run through multiple accounts under an MCC. The idea of a script might also put you off but before you dismiss I’d suggest at least taking a look as it’s not as complicated to use as you imagine -http://goo.gl/52Pc2f
With page errors addressed we can now take a look to see whether the landing pages themselves are actually up to date. Some businesses will happily rely on the same designs and functionality for years and wonder why they aren't performing as well as they have done in the past. The truth is that quality in general improves on a regular basis meaning that if you don’t keep up with competitors then you’re going to be left behind. As an experienced advertiser you will know what works and what doesn't so be sure to pass this information onto your clients if you see issues with their landing pages; sometimes you have to be cruel to be kind.
Hopefully you analyze and take action on the search term report on a regular enough basis that you won’t find any horrible surprises while analysing a longer period of time but it’s still worth taking a look just in case. What you might miss out on daily management however is duplicate keywords. Clients offer their own suggestions, we perform our own research and eventually we can add keywords to campaigns which we had already included from the very beginning. To quickly identify these duplicate keywords simply go to the View: drop down menu within AdWords Editor and select Duplicate keywords at a suitable level, you can then take action appropriately if duplicate keywords have indeed gathered over time.
These are just a few ideas that might need a little bit of spring cleaning attention but I’d love to hear some of your own tips!
The Shopping Advertising exam covers basic and advanced concepts, including creating a Merchant Center account and product data feed and creating and managing Shopping campaigns.
Ready to start studying? Check out part 1 of the study guide: http://goo.gl/ve2YxA
Keyword expansion is critical to ensure that you have coverage for the many ways people are searching for your business. Still, the keyword universe is huge and it can be hard to know where to start.
Today, we’re enhancing the Keyword Planner to help you compare your search term coverage to other advertisers. This will be rolled out to all advertisers over the next few weeks.
For new keyword ideas, you can now review your relative ad impression share compared to:
- The top five market leaders across all your generated keyword ideas (see image)
- Similar advertisers in various keyword categories (see image)
These insights can help you prioritize where keyword expansions might be most impactful. For example, when keyword planning for new products, you can see where market leaders have strong impression share to understand important keyword areas in the space.
To identify missed opportunity with existing products, you can focus on keyword categories where your ad impression share is low compared to other advertisers. Find the keyword ideas most relevant to your business, and add those with high average monthly search volume and low ad impression share first. You can even concentrate on keywords with lower competition and suggested bids where you can more easily rank in top ad positions.
To learn more about using Keyword Planner, visit the Help Center [http://goo.gl/7QaFKA].
Note: It's important to keep in mind that while Keyword Planner can provide some great keyword ideas and traffic estimates, campaign performance depends on a variety of factors. For example, your bid, budget, website and customer behavior can all influence the success of your campaigns.
There’s a chance you may have missed an update towards the end of last month involving paid and organic reports in AdWords. PLA numbers will no longer be included in the report which means you will only see text-ad data. This won’t mean anything to you if you don’t use paid and organic reports, but if that’s the case then I highly suggest at least trying this report once.
While AdWords does provide great insights through the likes of the search term report for example, this paid and organic report allows you to review how paid ads and organic search results work together, which in turn can help you to identify new and potentially valuable keywords. It also gives you the ability to view how your overall online presence is performing with regards to views and clicks.
The following article in the Help Center explains how to set up the report, understand the data presented to you and also get the best use out of it - http://goo.gl/p9RVBu
If you currently charge your clients by a % of their monthly spend, are you at risk of performing yourself out of business? The graph below is from one of my own clients and I can offer no better example of how effective management (if I say so myself) combined with a % spend charging policy can mean you end up being paid less for good work.
When I took over the Account in February 2014 the company were spending roughly $6000 pm on AdWords and returning a horrific ROAS below 2.0. The path hasn't been smooth, but a series of brutal changes removing costly and underperforming elements has lead, last month, to their record ROAS of 15.7 buttheir spend is now rarely above $1200.
Lowering costs not only reduces your agency fee as while an increasing ROAS means a more efficient Account, it doesn't necessarily mean greater profits. Having established a good ROAS, our objective must now be to increase spend while retaining that ROAS. In an ideal world the two lines in this graph should both head upwards as this will indicate increasing profit for the client and, of course, increased income for the agency.
So, if you're focusing on ROAS, don't forget the whole picture.
Google announced yesterday that they have updated the AdWords auction explanation video after a gap of 4 long years, Both the videos are by Hal Varian, Google's Chief Economist and both of the videos are approximately of same duration 8 to 9 minutes each.
Links to both the videos are given below:-
Insights on the AdWords Auction
Introduction to the Google Ad Auction
The new video covers:
♦ The factors on which Ad Rank depends
♦ Method of Ad Rank calculation
♦ Things to keep in mind to increase Ad Rank
Google also published an informatory white paper on this topic that explains:
♦ How to use Quality Score as a powerful weapon for Ad Rank
♦ Tips on how to optimize the components of Quality Score
♦ Insights about what matters and what doesn't in determining the quality score of an Ad.
Easiest way to take a client account that is on my MCC and convert it from being billed to our agency
Quick questions. What is the easiest way to take a client account that is on my MCC and convert it from being billed to our agency, and have it be charged to the clients own credit card.
The fine folks in support chat were able to take care of it in about 10 minutes on their end. My understanding is it is not possible to make that change within an MCC.
Do multiple people work on one account in your agency? What do you see as the benefits and drawbacks of one or multiple people working on an account?
No. I think it confuses the whole process. One person is responsible for the mgmt of each account. Another person might pop in on a "trouble" account to give a 2nd set of eyes or a review, but in general it's one person. We don't like the clients touching the account either.
What tools do you use or prefer to use when working within adwords?
Swydo for reporting. I'm in love with their reports.
Adobe media optimizer. Though it can cause frustration, I do like that it helps me work smarter not harder
There's plenty of information and advice out there about how to charge for regular search and display campaigns, but YouTube is different because it takes so much less management than a search campaign. Can anyone share their management pricing strategy? Or point me to an article about it? Thanks!
We just don't charge extra for YouTube ads. Since we charge a flat fee, it covers all campaigns created within one account.
Targeting a YouTube video ad can be just as complex as targeting any other ad. I charge the same for doing video ads as I do for search or display.
Does anyone know what is the coordinate format used for radius targeting is? I'm looking at helping a client that provides aviation products and I'd like to be able to target locations based on the aviation coordinates they can provide me. I've found that Latitude and Longitude Formats can use the following styles of format and I suspect Google uses the last one.
I looked up the Google maps accepted formats:
"Search for a place using latitude and longitude coordinates
Open Google Maps.
Type your coordinates into the search box. Here are examples of accepted formats:
Degrees, minutes, and seconds (DMS): 41°24'12.2"N 2°10'26.5"E
Degrees and decimal minutes (DMM): 41 24.2028, 2 10.4418
Decimal degrees (DD): 41.40338, 2.17403"
What I also found if you are in Google maps satellite view and click on a spot it will give you the coordinates. Google never ceases to impress.
Google also allows targeting by airports. Which may be of an interest to your client.