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Climbing the PPC Learning Curve

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 31 March 2015
in Google
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Casting a Wider Net with RLSA Campaigns

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 24 March 2015
in Google

rlsa adwordsThere has been some discussion online recently about how to use keyword match types within RLSA campaigns.

For those who are unfamiliar with RLSA campaigns, these are Google AdWords campaigns which target previous visitors to your site (the RL part - Remarketing Lists) when these people run new search queries (the SA - Search Ads).

For many PPC Managers there is an ingrained aversion to using Broad match keywords. and even for these RLSA campaigns many are reluctant to use anything looser than Broad Match Modified.

This, in my opinion, is an unfounded fear, and you will be doing yourself a disservice if you do not use very generic keywords in Broad Match type for your RLSA campaigns.... and here's why...

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Is Google’s Business Model Essentially Flawed?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 02 March 2015
in Google

I know… that reads like pure link bait.

It’s not.

It’s a serious question.

I’m not talking about everything Google does; they’re not the worlds richest company for nothing. I’m talking about the Google AdWords platform.

Here’s why I ask the question.

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The Bumpy Ride that is Rotate Evenly

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 24 February 2015
in Google

Last week I launched a small new campaign for a client.

Following best practices I added two ads to the campaign and set them to "Rotate Indefinitely: Show lower performing ads more evenly with higher performing ads and do not optimise".

There is a caveat below this option which states : "Not recommended for most advertisers" - but I like living on the edge.

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Keeping Up Appearances - or How Google Prefer to Count Conversion Costs

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 30 December 2014
in Google

I'm pretty good at math.

I can't do calculus or anything really complicated, but I consider myself to be one of those people that are "good with numbers". At the very least I know that $163.27 divided by 1 should be $163.27.

So I was understandably confused when Google reported that it was actually only $61.53....

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Surely the Default Setting is Wrong!

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 19 December 2014
in Google

I got caught out again this morning. I hate it when that happens. I overlooked to change one of Google AdWords default settings.

On a client's new campaign the ads were set to "Optimize for clicks: Show ads expected to provide more clicks".... the campaign is a day old... How do you presume to know, Google??

So I changed the setting to Rotate Indefinitely and make a mental note to actually prepare that basic checklist of default settings I need to remember to change.... on every campaign I set up. EVER!

And this got me thinking - there are some default - out of the box - settings that simply go against Google's own best practices.

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Is the Google Display Network just an Ugly Duckling?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 25 November 2014
in Google

Recently I've read a few articles about just how poor the Google Display Network works for advertisers.

Many of the writers question whether it should be used at all.

And, as if this is not bad enough, Google are testing a paid version of the web experience where the ads are pixelated, so your senses needn't be assaulted and offended by their gaudy messages.

But, just perhaps, the GDN is an Ugly Duckling - just waiting to be recognised as the swan it really is.

Let's wander back in time... before the internet. You wanted to find a plumber, you went to the yellow pages, or the classified ads section of your local newspaper. Today we call that Google search.

But there were lot's of other things you bought that you didn't want. Or need. You saw them in magazines, or on TV or heard about them on the radio. Maybe someone left a flyer in your mailbox, or sent you a letter (remember those?). Today we call that Google Display Network.

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Another Google Tag Manager Shortcoming

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 10 October 2014
in Google

Well, that's frustrating.

We have a client with whom we have been discussing RLSA - remarketing lists for search ads. For those who have not yet tried RLSA, we have found it very effective for some clients - being able to catch previous site visitors (people on our remarketing lists) if they initiate a new search on Google. Let's face it - we know they are, on the one hand, still in the market and on the other, presumably, given the fact that time has passed since their first visit, they are also more motivated to complete their conversion (purchase, sign up, contact request) than they were the first time around.

So we like RLSA.

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What's Wrong with Exact Match?

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 19 August 2014
in Google

I've been quite happy over the past few months. I discovered that I could get most of the traffic I wanted with a minimal amount of fuss using Google's new Broad Match Modified (BMM) match type. I felt like Baby Bear from Goldilocks - BMM isn't too loose, nor is it too restrictive. It's just right!

And like a happy bear, I was gradually replacing most of my phrase match keywords with their BMM counterparts.

I had never really used broad match - that was like putting all my money on the desk and telling Google to just take what it wanted. So I ended up with basically two types of campaign. Those using BMM and those using exact match. I like exact match... not quite as much as I like BMM - but for different reasons - It's badass.

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Uploading Google Image Ads

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 30 July 2014
in Google

A couple of months ago Google AdWords introduced a drag and drop function for adding image ads to campaigns. I love it. It saves a lot of time on one of those functions that cannot be automated and must be done on a "one by one" basis.

They recently made a further improvement to this feature but I'm not quite as pleased with this one....

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Google Rolls Out Dynamic Sitelinks

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 25 July 2014
in Google

Google have just started sending out emails about the new dynamic sitelinks that are being rolled out globally.

Essentially, Google is going to add sitelinks to your ads unless you opt out. and these will replace your current sitelinks if the system deems that "their" sitleink is more appropriate than "yours".

As yet these have not shown up on any of our accounts (as far as we can tell") - but there are a couple of things that concern us.

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Geotargetting - Playing Hide and Seek with Google

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Friday, 06 June 2014
in Google

I'm lucky. Luckier than most. It takes me 5 minutes to drive from my house to my office.

I can stay in bed until the very last minute and still get to work on time.

And yet my office is 625 kilometres from my house.

OK - not completely true.... it's true that my house is a 5 minute drive from my office. And it is true that I stay in bed until the last possible moment most mornings.

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Zen and the Art of PPC Management

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Thursday, 22 May 2014
in Google

Clutter.

It's what stops us from achieving our goals. Clutter on our desk. Clutter in our heads. And clutter in our PPC accounts.

When we take a step back from the day to day micro-management of ppc campaigns we can sometimes catch a glimpse of the bigger picture. The one where the fundamental principles shine through.

PPC management is simple and the secret is.....

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Why I Like Below the Fold Ads. And Why I Don't!

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 12 May 2014
in Google

Below the fold... it's a term borrowed from newspaper advertising. When a broad sheet newspaper was folded in half and then stacked on a newsstand, you could only see the top half of the front page. Everything else was, well... below the fold.

The internet has borrowed this term to describe ads which are on the web page being browsed, but not visible unless the user scrolls down, and there has been a lot of talk over the past few months about whether Google should count an ad which is never seen as an impression. It's along the lines of trees falling in forests and no one hearing them....

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If Homer were an AdWords Manager

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Tuesday, 29 April 2014
in Google

When there is a problem that needs fixing - start your checks with the most likely cause. That's good advice in general - but even more so with Google AdWords.

More than once I have found myself delving deep into account structure and global settings to "fix" a problem only to have a Homer "D'Oh" moment... here are a few of mine, and in this show and tell post, I'd like to hear some of yours!

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Optimizing Yourself into a Corner with Google AdWords

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Monday, 28 April 2014
in Google

So you start an AdWords campaign and you start to get traffic. You're doing all the things they tell you to do - you've got Google Analytics installed and you've got conversion reporting configured. You know exactly which keywords and ads are working and which are not - so now you can start really optimizing your account. How long will it take you to paint yourself into a corner?

If you're not careful - it could be quicker than you might think.

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My Google Update Wish List

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 26 March 2014
in Google

Google have just made a big announcement about the big announcement they are going to make about AdWords on the 22nd April - and there are a bunch of predictions about what is likely to be included.

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Location Extensions - the Secret Back Door

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 05 March 2014
in Google

Since the introduction of enhanced campaigns I have been frustrated by the apparent need to link a Google Places account to AdWords to get location extensions to appear.

Many of my smaller clients do not have a Google Places account. We stress the importance of this and most are happy to set it up - but this implies the inevitable wait for a verification code from Google... and this can cause a month or more delay.

But then, almost by chance, we discovered a secret doorway back to the way things used to be.... follow me.....

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Don't Get Caught in the RLSA Trap

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Wednesday, 12 February 2014
in Google

Are you using your remarketing lists to target search (RLSA) - if you're not, you should be. It can be extremely effective.

But in light of recent site policy changes made by Google don't get caught in the same trap we fell into!

We have a client with a cancer clinic. It's a specific type of cancer that they treat, so our campaigns are highly targeted.

But, following Google's very sensible advice, our RLSA campaigns are not so restrictive - in fact, our RLSA campaigns uses the BMM keyword +cancer - after all, if someone has previously visited our page then we know the type of cancer they are interested in.

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Using AdWords Scripts to Create Engaging Ads

Posted by Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
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on Sunday, 09 February 2014
in Google

One of the keys to a successful AdWords campaign is getting your ad noticed in the search results.

There are a number of ways to do this - its good to include sitelinks and location, call and social extensions, these are all part of the normal campaign set up and if you are not adding these as a matter of course, you should be. but these extensions aside, the ad copy you present is the most important feature of how you bait your hook.

Most blogs will tell you about using triggers - calls to action that induce the click include words such as Now, Today, Rush, Don't Miss, Claim, etc. all designed to encourage the reader to click on your ad.

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