google - Advent Blog - Marketing Reflections - Advent Communication | Advent Communication Live Support Chat

AdventBlog

Marketing Advice & Reflections

Subscribe to feed Viewing entries tagged google

Keep It Simple Stupid - the KISS of PPC

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 Wednesday, 01 March 2017
in 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!

0 votes

Google AdWords' Default Settings

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 Friday, 10 February 2017
in 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...

0 votes

Who Wants to Fight Iron Mike?

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 Friday, 20 January 2017
in Google

mike tysonOne of the big selling points that Google give to potential AdWords advertisers is how their platform "levels the playing field" and allows small and medium businesses to compete with the big boys.

And this is true.

You can set up your ad campaign, select your keywords, set a bid and enter your credit card details and away you go... someone searches for "blue widgets" and your ad appears right next to the ad from Big Blue Widget Corporation. So, yes, you are competing with them and Google has levelled the playing field. Or have they?

0 votes

Quality Score - the Red Herring in the Adwords Ocean

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 Friday, 14 October 2016
in 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.

0 votes

People Who Like Remarketing also Like Custom Affinity Audiences

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, 18 August 2016
in Google

custom affinityRemember how, when you buy something on Amazon they are always quick to tell you that people that bought that particular gadget, book, DVD or special gift, also bought these other vaguely (sometimes curiously remotely) similar items?

It's called the upsell. Whilst I've got you buying one thing, I'll sell you another.

I was reminded of this when looking at Custom Affinity Audiences which we are actively encouraging our clients to consider in their accounts. We're seeing some strong results, and the reason seems to be quite simple.

0 votes

AdWords Quality Score - An Ongoing Conundrum

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 Sunday, 19 June 2016
in Google

adwords quality scoreWe all appreciate the importance of keyword Quality Score in AdWords. We know it is something we should be striving to improve with the aim of having 10/10 scores for all our main keywords.

But, whilst we understand the importance, in practice QS is still something of a mystery.

0 votes

Bid Adjustments by Device - Marketer's Prayers Answered

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, 30 May 2016
in Google

bid adjustmentsA couple of years ago we were discussing bid adjustments by device on the weekly #ppcchat twitter tag, and I posted a screenshot to voice my frustration at the inability to split desktop and tablet traffic in my AdWords campaigns.

Others were equally frustrated by the inability to effectively target mobile only traffic - you had to implement a clumsy workaround which would reduce mobile traffic, but not eliminate it.

The solution seemed so simple - have a "base" bid and then allow all device types to have a bid adjustment - that you had to conclude that Google had simply decided that they knew best and that we were not going to able to filter our traffic the way we wanted to.

And then Google announced a change.

0 votes

Now You See It - Now You 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...
User is currently offline
on Thursday, 28 April 2016
in Google

hidden from viewImagine for a moment that you are buying ads in a magazine.

Full page, full colour ads. Nice. 

The salesman at the magazine tells you that you're getting a great deal. For only $10,000 dollars your ad is going to be in 150,000 magazines. You think that's a great price. You book the ad, give them your money and run back to your office to wait for the phone to start ringing off the hook.

But the results are less than spectacular, and you start to question why. So you get back in touch with the salesman. "How many magazines does my ad appear in?", you ask. "150,000," is the happy reply "but we actually only sell 50,000 of them, the rest we just recycle and pulp."

Would you be upset? You betcha.

Welcome to the Google AdWords display platform.

0 votes

PPC Management and Transparency

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, 05 April 2016
in 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.

0 votes

Dumbing Down Google Analytics with Smart Goals

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 Sunday, 31 January 2016
in 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.

0 votes

The Google AdWords Difference

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, 04 January 2016
in 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.

0 votes

Why Do the Scammers Scam?

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, 03 November 2015
in Online

Google UK Award LetterOver the past month or so, two friends of mine have contacted me about emails they have received.

Take note: these are smart people. They are well educated and, well, let's just say they are as long on the tooth as I. And yet both were asking me to verify the emails they had received about having won some kind of cash prize in an online lottery (click on the image to see the entire letter).

0 votes

Funky Quirk on Image Ad Bulk Upload

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, 27 July 2015
in Google

I love the new bulk upload facility for image ads in Google AdWords - I really do.

But with the recent change from Destination to Final URL - there is a funky little quirk that caught me out and got my ads disapproved... here's what happened...

0 votes

Google Analytics and 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...
User is currently offline
on Thursday, 11 June 2015
in Google

google analytics for RLSAA few months ago I wrote a blog post about the frustration caused by the fact that remarketing lists generated in Google Analytics could not be used for RLSA campaigns.

Today, I am pleased to report that Google has now integrated Google Analytics lists with AdWords to the extent that they can now be used for RLSA campaigns. You see, you can get what you wish for.

0 votes

Who Owns Your Google AdWords Account?

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, 14 May 2015
in Google

adwords account ownershipThere was a short debate on one of the forums I regularly visit this morning where several AdWords consultants and agencies were discussing client's "interference" in accounts.

One contributor suggestedf that clients should be given "read only" access to the AdWords interface. Another, that they should only be given a monthly report, and that no access be given to the AdWords account itself at all.

I was, not to put too fine a point on things, stunned. Actually, double stunned.

0 votes

Call Extension Telephone Number Verification - the Next Hoop Google want me to Jump Through

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 April 2015
in Google

performing elephantStarting in June, Google are going to require telephone number verification for all numbers used in Call Extensions.

You can verify your numbers already, if you wish, but in June, if the numbers are still marked as "unverified" then the Call Extensions will be disapproved.

At the moment they are simply marked as "unverified" - an unsightly red mark on your campaigns and one which clients are (understandably) worried about. After all, anything that Google put in red on your account must be bad, right?

Well, yes and no. At the same time as they mark the number as unverified they also provide helpful guidelines to help you get verification. Helpful, possibly. But of the three options, a little like Goldilock's porridge, only one is "just right"... and even that one has some serious questions to answer.

0 votes

Keywords, Match Types and Champions

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 Wednesday, 15 April 2015
in 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.

0 votes

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...
User is currently offline
on Tuesday, 31 March 2015
in Google
0 votes

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...
User is currently offline
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...

0 votes

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...
User is currently offline
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.

0 votes