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Keep It Simple Stupid - the KISS of PPC

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Miércoles, 01 Marzo 2017
en Google

kissA couple of weeks ago I sent out a simple tweet about how I had stopped using phrase match in my PPC campaigns. Which is strange, because my campaigns were almost exclusively built on ranks of phrase match keywords covering a multitude of search queries relevant to my clients' products or services. A few people asked me why... the reason is the launch of broad match modified keywords.

I hated broad match - it just seemed like leaving your car parked with the door open, the engine running and the keys in the ignition. Hey, Google - over here! Come spend whatever you like! And, oftentimes, advertisers were surprised by just how quickly a budget could be depleted. Ta-Daaaaa! No you see me now you don't!

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Google AdWords' Default Settings

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Viernes, 10 Febrero 2017
en Google

adwords defaultsThis week we have taken over the management of a Google AdWords account that was floundering.

This is not something new... often, we are contacted after a small or medium business has taken the plunge into the inviting waters of ppc only to find that the water is deeper, colder and a lot murkier than it looked to be from the shore.

But this particular account led us to consider some fo the default settings in a new account set up. Some of them we have complained about before: why, for example, is the keyword quality score column not activated by default in the reports? Or why is auto-tagging "yes, please" not the default setting? but neither of these directly affect the costs of the advertising. The default setting double whammy we discuss today does...

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Quality Score - the Red Herring in the Adwords Ocean

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Viernes, 14 Octubre 2016
en Google

adwords choicesI can just about remember my first Adwords campaign. It was for my own business and I was spending my own money.

In my opinion, this is the best way to learn the platform - there is no better motivation to learn the subtleties (and not so subtle pitfalls) than knowing that every wasted click is money straight out of your own pocket.

In fact, for everyone wondering how best to learn AdWords, I would always suggest they look to get some skin in the game.

Looking back, I now realise how green I was and how much money I probably wasted, but that is not the theme of today's article.

Instead, today, I am considering the way in which the KPI's change over time as your Adwords knowledge develops.

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PPC Management and Transparency

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 05 Abril 2016
en Google

adwords transparencyRecently I was asked whether or not I felt an agency should grant a client access to their AdWords account. I was somewhat baffled by the question.

The notion that an agency would consider not allowing a client access to their own AdWords account is, to me, absurd; but there are many agencies who neither grant access, nor run the account in their client's name.

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Dumbing Down Google Analytics with Smart Goals

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Domingo, 31 Enero 2016
en Google

google analytics smart goalsGoogle Analytics recently introduced Smart Goals.

Smart Goals are goals that Google themselves configure within your Analytics account to measure the activity of your best visitors. This is based on visitor behaviours such as the time they have spent on the site, the number of pages they have visited and an undoubtedly bewildering array of other signals that Google have doubtless determined to indicate desirable behaviour from their analysis of user data.

And, let's face it, Google have more data than... well, than anyone.

So these goals will be the best we can get, right? Nope. Not even close.

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The Google AdWords Difference

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Lunes, 04 Enero 2016
en Google

adwords scamIf you spend any time at all on the Google AdWords Community Forum (I am a Top Contributor there, so I probably spend more time than most!) you will come across posts where AdWords is decried as a scam or a rip off. Cheating small businesses out of their hard earned marketing budgets whilst giving special treatment to the fat cats with the big budgets... yes, we see that a lot.

But this is actually a reflection of the major difference between Google AdWords and traditional advertising models.

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Keywords, Match Types and Champions

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Miércoles, 15 Abril 2015
en Google

adwords keyword championMost people understand the auction concept that underlies Google AdWords. It's a little more complex than a simple auction, the Quality Score of your keyword determines the ad rank and that either boosts the real value of your dollar bid, or reduces it.

But it's an auction nonetheless.

What many people fail to realise is that before your keyword is even entered into the auction another selection process has already taken place.

Since, for most advertisers, there are any number of keywords within their account that could match a particular search query, Google will decide which has the higher ad rank and, therefore, is the one which should become your account's Champion in the battle for results page dominance.

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Climbing the PPC Learning Curve

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 31 Marzo 2015
en Google
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Casting a Wider Net with RLSA Campaigns

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 24 Marzo 2015
en 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?

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Lunes, 02 Marzo 2015
en 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

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 24 Febrero 2015
en 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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Surely the Default Setting is Wrong!

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Viernes, 19 Diciembre 2014
en 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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So, How Much Should I Budget For This?

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Jueves, 11 Diciembre 2014
en Google

If there is one question that is always asked when speaking to a potential AdWords advertiser - it is this : How Much Should I Budget for This?

With traditional advertising things are clearer. Radio spots, and 20 seconds of TV space have a price. So do newspaper and magazine ads. They have a price and you know what you're buying... at least you think you do. You're buying a space in which to run your ad.

What you're not buying is any result. You hope to get a result. You expect to get a result. Experience tells you that you should get a result. But all you are actually buying is the space.

If the phone doesn't ring, that's a different problem - perhaps there was something wrong with the ad.

But with online advertising, and Google AdWords in particular, you are not paying for the space (in most cases - this actually isn't true of CPM bidding). Instead you are paying for the result - in this case a click through to your web page.

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Is the Google Display Network just an Ugly Duckling?

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 25 Noviembre 2014
en 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

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Viernes, 10 Octubre 2014
en 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?

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Martes, 19 Agosto 2014
en 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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Geotargetting - Playing Hide and Seek with Google

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Viernes, 06 Junio 2014
en 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

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Jueves, 22 Mayo 2014
en 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!

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Lunes, 12 Mayo 2014
en 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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No Caigas En La Trampa de RLSA

Publicado por Steve Cameron
Steve Cameron
Steve Cameron is the Director Owner of Advent Communication. With more than 25 years experience he has a deep...
El Usuario no está conectado
en Miércoles, 12 Febrero 2014
en Google

¿Usas tus listas de remarketing para anuncios de búsqueda (RLSA)? Si no lo estás haciendo, deberías.  Puede ser sumamente efectivo.  

Pero ojo con los recientes cambios a la política de Google, ¡no caigas en la misma trampa que nosotros! 

Tenemos un cliente que lleva una clinica para pacientes con un tipo específico de cancer, asi que nuestras campañas tienen un objetivo alto.  

Pero siguiendo las recomendaciones de Google, nuestras campañas RLSA no son tan limitados, de hecho, nuestra campaña RLSA usa el Modificador de Concordancia Amplia (BBM) + la palabra clave "cancer".  Al fin y al cabo, si alguien a visitado nuestra página entonces sabemos el tipo de cancer para el cual necesita información.  

 

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