Join Googlers +Sophie Finck (SMB Global Product Lead) and +Dan Stone (Product Manager) to deep dive into Google Analytics Remarketing and demo Instant Activation. It's the easiest and fastest way to get your GA customer on Remarketing without retagging!
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:- New Video Insights on the AdWords Auction Old Video 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. Question
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. Answer 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. Question
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? Answer 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. Question
What tools do you use or prefer to use when working within adwords? Answer 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 Question
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! Answer 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. Question:
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.
Answer: 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. If you haven’t been managing AdWords accounts for too long then the title above might sound like crazy talk, but please bear with me as there’s a good reason for it. It’s likely that you have read or been told to split test your ads and this is indeed an important practice to carry out on a fairly regular basis. So what do I mean by avoiding editing existing ads?
Well, if you were to go into one of your ads now and change just one letter of the content, you will actually be removing the original ad and creating a new one in the process. This might not seem like a major issue on the surface, but you will in fact lose all the statistics for that previous ad which might ruin your split testing research and can even impact the quality scores within that ad group. This is actually one of the main reasons that Upgraded URLs (http://goo.gl/9F4Xg1) have recently been introduced as a feature (but that’s another story). So if you can’t edit ads directly then you might be wondering how to go about this. The solution is simply to make a copy of the ad in question and then edit that new variation; I personally like to do this in AdWords Editor for the sake of speed, but the functionality is available to do the same in the live interface also. It might seem like a hassle to go through this process, but just remember that it’s for the benefit of the account and you might even find yourself using the older version of the ad at a later date anyway!
Join Googlers +Juan Pablo Rubiano-Groot, Amit Agarwal and Leonard Bouygues to learn more about one of the most innovative and exciting measurement products Google has designed for Small and Medium Businesses.
Website Call Conversions is a feature that allows advertisers to keep track of calls received from a number on an advertiser's website, after a user has clicked on an ad Question:
Its been a long week organizing an older account Now I am at the point to where I am cleaning up some keywords. In the past I typically remove all duplicate keywords across all ad groups no matter what. Is this a best practice? Group A is for general surgery, Group B is more specific surgical terms. Group A knee repair, knee repair surgery, knee repair recovery. Group B knee repair, arthroscopic knee repair, total knee repair. Should knee repair be removed from both ad groups? It would be better suited for on group over the other, that is obvious to me but how do you guys approach this? Answer: What I've found is the more tightly themed you can get your adgroups, the better off you'll be, especially in Display campaigns. You can use a variety of match types to cover variations of the terms/phrases you're using but repetition should not be needed. Try grouping all of your "knee repair" keywords together and see if you can organize them into a one or a couple of really tight adgoups. Think of it in terms of ad creation. The more specific and relevant you can make your ad text and ultimately, your landing pages the better off you are. I'm not sure if your campaign is targeting only knee surgery or if there are other procedures you're covering but looking at what you have so far...Those keywords would end up in the same agroup in one of my campaigns...they're too closely related. Although its intended use is the Display Network, the contextual targeting tool may be able to guide you in organizing your adgroups. Here is an example of what I would try to do. Obviously, these can be expanded quite a bit but this grouping style allows for very relevant ads and landing pages. Also, as I mentioned earlier, your match types will determine quite a bit. The deeper down you dig, the more specific you get, the more phrase and exact match you want to use so the keywords are not competing between adgroups. A (knee repair) query will trigger '[knee repair]' to compete with '+knee repair recovery' etc... Group A - [knee repair], "arthroscopic knee repair", "knee repair surgery", "total knee repair" Group B - [knee surgery], "arthroscopic knee surgery", "total knee surgery" Group C - "knee repair recovery", "knee surgery recovery", [knee surgery recovery time], [post knee surgery recovery] We know that ad quality is an important topic, which is why we wanted to provide more insight about it. Understanding the auction and your Ad Rank is important to succeeding in it.
First, we have a new video that covers the AdWords auction and its many moving parts. [http://youtu.be/PjOHTFRaBWA] Additionally, we’ve put together a resource, Settling the (Quality) Score, that goes deep into Quality Score and how it should be applied in the management of your campaigns. [http://goo.gl/WupXkv] Relevant and useful ads are good for your customers and your business. We hope the video and the guide are useful resources that help you better understand the ads auction. If you are, then setting a frequency cap can optimize performance and also reduce the chances of your ads becoming annoying (especially if you are using remarketing).
You can use the Multi-Channel Funnels reports inside +Google Analytics to help determine a frequency cap for +Google Ads: https://www.youtube.com/watch?v=rCSOn0tvS8c Steps to get started: 1. Link Google AdWords and Google Analytics 2. Enable ‘Advertising Features’ within Google Analytics (under ‘Property Settings’ within ‘Admin’) 3. Enable ‘Impression Reporting’ within Google Analytics (under ‘AdWords Linking’ within ‘Admin’) 4. Check that you have a display campaign running within Google AdWords Then learn how to find your impression data within the Multi-Channel Funnels reports: https://www.youtube.com/watch?v=rCSOn0tvS8c |
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