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Why Should I Advertise if I'm Already Top of 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...
User is currently offline
on Thursday, 23 May 2013
in Google

It's a good question. After all, if I'm working hard to develop great content on my site, and that's getting me top spots in the organic results - and probably costing me quite a bit of money in writers and research, etc. - why pay again to run an ad alongside my organic link?

I'm simply wasting money, aren't I?

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Google Image Ads Unleashed

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...
User is currently offline
on Thursday, 16 May 2013
in Google

 

Ever spent an afternoon trying to get your Google ads artwork down to the 50kb maximum? And, how about trying to work the same artwork into a leaderboard format and a skyscraper? Sound familiar? Then you're in for a treat.

It's unclear when these recent changes to the supported specs for image ads on the Google Display Network were introduced, but they weren't there a couple of days ago on our accounts.

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Someone Hacked my 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...
User is currently offline
on Thursday, 25 April 2013
in Google

We've seen this a lot recently. People suddenly see a phone number on their Google AdWords ads - and it's not their number.

The first reaction is usually "Someone hacked my AdWords account!" - In truth, you probably did it yourself.

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Undermining Your Sense of Security

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...
User is currently offline
on Thursday, 11 April 2013
in Google

So you've got your website all fired up, and you've set up your Google AdWords campaign. And your website is getting visitors.... yaaaay!

You've added Google Analytics and you've set up a couple of goals so that you can track how successful your marketing efforts are being.

So far so good. Or is it?

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It's Not About Clicks

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...
User is currently offline
on Monday, 01 April 2013
in Online

Me : So why are you thinking of starting an online advertising campaign?

Potential New Client : To get more visits to my website.

Me : How many are you currently getting?

Potential New Client : About 100 a week.

Me : And how is that working for you?

Potential New Client : It's not - that's why I need more...

I don't know how close to deja-vu this might sound to some of you - but it's all too familiar to me.

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Creative AdWords Remarketing

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...
User is currently offline
on Thursday, 07 March 2013
in Google

There is little doubt that online remarketing can be an effective way of building stronger campaigns within platforms such as Google AdWords. But with a little thought, there are creative ways to leverage up their power even further.

First - let's just recap on how remarketing works. Someone visits your site. A cookie is placed on their computer which essentially links them (in Google's mind) to your website.

Later when they are visiting other - possibly unrelated - pages, Google targets them through this cookie and serves your ads. These are "the ads that follow you around"- you visit a website and then ads for that website start appearing all over the place... it's not coincidence, it's remarketing.

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Introducing Dynamic Search Ads from 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...
User is currently offline
on Monday, 12 November 2012
in Google

Getting your ads to match as closely as possible with the searcher's query, whilst at the same time making sure that you are sending the visitor to the best page on your website has been a tricky business.

If your website deals with lots of different products, then you may have been developing individual ads for each product and taking up an inordinate amount of time.

Now Google have simplified things with the introduction of Dynamic Search Ads. Here's how it works...

First you need to set up a new campaign... and select the Dynamic Search option.

From there the main options are the same as other types of ads - you select your geo and language targeting, set your bids and budgets, and save your new campaign.

But then you need to set the url of your website - and this is where the fun starts - because instead of using the traditional keywords, you can tell Google to scan your site and match the search queries to the content on your site. Much as Google matches website content to the search queries to generate the organic search results, so the same process is used to match your web content the search query.

But rather than scan your entire website you can select sub folders, or categories, or even pages with specific elements in the page titles - so, you want ot run a campaign to feature your new range of blue widgets, you can tell Google to scan the content in the "blue widget" section of your website - or the widget category, or only those pages with "widget" in the page title.

The next step is to develop the ads. Again, here there are significant changes.

You no longer write the headline - Google uses a combination of your web content and the search query to develop the headline. You write the second and third descriptive lines as well as the display url - and Google decides which is the best page within the range that you specified in the previous step for the visitor to land upon - the dynamic landing page.

The advantages of this new system are immediately obvious - the more highly targeted your ads can be, the more effective they are likely to become. In addition, the clunkiness of the Dynamic Keyword Insertion tool is no longer a problem - Google's headlines will not have any of the strange grammar and nonsensical phrases that DKI often caused (actually, in truth, it wasn't DKI - it was careless advertisers who failed to manage their campaigns effectively). It is no surprise that this new feature is announced at the same time as Google advise advertisers that they will be running much more stringent reviews of DKI ads over the next few weeks, and that we can expect to see many ads disapproved as a result.

The dynamic ads take a few days to get into their stride. Like everything else at Google they "learn" as they go, fine tuning the ads and the targeting to generate the best possible visits. Dynamic Search Advertising will improve the experience for all concerned. Searchers should see more relevant ads, advertisers should see better targeted visitors and Google improves the search experience as a result. Win, win, win.

 

 

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Using Google Content Experiments to Optimise Your Site

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...
User is currently offline
on Tuesday, 18 September 2012
in Google

Getting traffic to your site is one thing - and there are hundreds of ways to do that - but once the visitors are there, are you making the most of their visit?

Google Analytics can tell you how long visitors spend on a page, and they can tell you how many of your visitors completed a purchase, or signed up for your newsletter, or requested a quotation - or whatever it is you want them to do once they get to you. But is your site working as well as it might?

 

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Google Remarket Remarketing

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...
User is currently offline
on Thursday, 02 August 2012
in Google

Bring visitors back to your site

If you have been using Google AdWords' remarketing facility then you'll know how effective it can be.

But the key is in the segmentation - the closer you can target your remarketing campaigns to the visitors actual needs the better.

To achieve this you needed to get very cute with your remarketing lists - including some lists and excluding others to build combination lists of targeted visitors.

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