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Simple Analytics Code Check

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, 26 January 2014
in Google

If you've installed Google Analytics code on your site it's always good to know if it's working... If you have Chrome you can install the Google Tag Assistant extension - or you can wait a few hours and check if there have been any visits - but how would you like to know immediately if the code is working - especially if you need the code to be checking across sub-domains, for example?

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The (Almost) Silent Bombshell Canada Dropped on 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 Saturday, 18 January 2014
in Google

One of our clients has a cancer facility. In Canada.

We have been running some effective remarketing campaigns for them for a couple of years based on a simple combination list of All Visitors less Converted Visitors - we have also been running an RLSA campaign and a campaign to the "Similar to" lists - pretty standard stuff.

Yesterday our lists got disapproved and closed. Not the ads, not the campaigns - the lists themselves. The messages on the campaigns referred to the fact that the lists could not be used.

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Why AdWords Biggest Advantage is also their Biggest Disadvantage

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, 19 December 2013
in Google

So you're running your business. You've put everything into getting it to this point. And now you're ready to embark on the next step - getting more customers. Everywhere you look people are talking about Google AdWords - Heck, you even got a voucher through the mail.... if you spend $25 Google are going to give you $75!

How can that be a bad deal?

And it's simple. Google are going to walk you through it... So you open the box.

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Getting Better Visibilty for your Display 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...
User is currently offline
on Wednesday, 27 November 2013
in Google

In the olden days... long before the internet... advertisers had a term for ads on the front page of a newspaper that would not be seen when the paper was on the newsstand or left on a table - below the fold.

Generally, if you were paying for a front page ad, you would pay less if your ad was to be positioned below the fold. Makes sense.

Online advertisers have borrowed this term to describe ads that are on a web page, but that are not visible to the user unless they scroll down to it.

If you are an advertiser you want your ad to be seen - obviously. And you are happy to pay for your ad to be seen. The model for this is CPM (Cost per Thousand Impressions). It differs from CPC (Cost per Click) in that you pay every time your ad appears 1,000 times on web pages. At least that's what we thought was the case.

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Mobiles, Tablets and Desktop PC's

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 November 2013
in Google

With the introduction of enhanced campaigns Google removed control over which devices ads could target. With the Legacy settings you would choose to show your ads on mobiles only, or desktop PC's only... with the "enhancement" your ads are eligible to appear across all device types.

On the one hand, I get it. There are so many potential touch points to reach a potential client that on one level it makes sense.

But on others it simply doesn't.

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Global in Theory, Village in Practice

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 November 2013
in Google

Here at Advent we manage Google AdWords accounts for clients all over the world. Principally our clients are in the US, Canada, Australia and the UK. We even have a few clients here in Spain (gasp!).

One would think that this would be just the kind of business that Google would welcome - the global village in action.

Strangely, however, it seems to be a case of do as I say, not as I do.

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International Ad Scheduling 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...
User is currently offline
on Wednesday, 30 October 2013
in Google

A few days ago there was a debate on the Spanish Google AdWords Community Forum about ad scheduling. Some of the comments were misleading, others simply incorrect.

I weighed in - after all I had spent some time getting my head around this issue a couple of years ago.

So here's a break down of the problem...

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RLSA - On the Corner of Search and 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 Tuesday, 29 October 2013
in Google

As we build our remarketing lists, so we develop audiences to whom we can present our ads as they later surf their favorite pages.

We have previously referred to these ads as "the ads that follow you around" - we are all familiar with them, and they walk the thin line between welcome and stalking - often failing to stay on the right side of a searcher's sensibilities.

The advantage of remarketing campaigns is that we know that these people have previously visited our site - presumably they have an interest in our product or service. And if we have segmented our lists then we can target our campaigns effectively.

But there a couple of factors that take away from the effectiveness of remarketing.

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How Much Should I Worry About My Bounce Rate?

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, 26 September 2013
in Google

Bounce rate measures the percentage of people who leave your website having visited only one page. Basically, they arrive on your site and don't visit any other of your site's pages - they simply leave.

For many marketers, this is the number they focus on the most - after all, you want engagement - and someone who arrives at your site and then leaves hasn't engaged - or have they?

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Mobile Only Ads with Enhanced 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, 19 September 2013
in Google

The new Google AdWords Enhanced Campaigns no longer allow advertisers to select devices. Previously, we were able to choose to show ads on mobile devices - or not! And, perhaps more significantly, we were able to chose to show our ads ONLY on mobile devices.

With Enhanced Campaigns this is no longer the case. So just how do we get around this? The answer is in bid adjustments.

Bid adjustments are only available for mobile devices - the "base" bid is the bid used for PC & Tablet traffic (Google still believes these are the same thing!).

So let's say you bid $2 for your click. You can then adjust your mobile bid to -100% and, hey presto - no more mobile ad impressions!

But there's no way to eliminate PC & Tablet traffic - or is there....?

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Ever Wondered Why Your Clicks Cost So Much?

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, 17 September 2013
in Google

This great infographic from the nice people at Wordstream (thanks, Larry) shows how different business sectors spend on Google AdWords... Spoiler Alert - if you're in insurance prepare to spend heavy to compete!

"Similar to" Lists in 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 Tuesday, 27 August 2013
in Google

When you buy a book on Amazon you get a message - People who bought this book also bought these books... it's part of the up sell.

And when you select the "artist radio" on Spotify - basically the same thing is happening - Spotify know that people who listened to Bruce Springsteen also listened to Southside Johnny & the Asbury Jukes (showing my age....)

It's called profiling and it makes sense. Through our online interaction we are telling these companies what we like, and they are responding. In their interest? Of course. But also in ours.

Segmentation - and Why it Matters to You

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, 19 August 2013
in Online

Go back in time... it's 1980 and you're working for an advertising agency on an account for a new line of high heeled women's shoes. They are classy - and expensive.

You've got some very cool photos and some awesome creative form your art department and they are ready to run out the color separations (remember those?)

They just need to you to tell them which titles you are booking.

Call Tracking Now Possible in Spain

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, 05 August 2013
in Marketing

How cool would it be to get a phone call from your marketing and know exactly which of your ads had triggered the call?

The answer is - very!

For some years now clients of ours in the US and UK have been able to use call tracking to monitor the telephone call s coming from their different advertising activities - online and offline.

Enhanced Campaign Victim

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, 30 July 2013
in Google

It's taken a few days for this to become clear, but one of our clients has become a victim of Google's Enhanced Campaigns. Where the impact was expected to be minimal it would appear that there are going to be sectors that are going to take some time to settle - and may never recover to pre-enhanced traffic levels.

So what's happened?

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Are Your Customers Stupid?

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 July 2013
in Google

Here is a quick summary of a recent U.S. Court of Appeals judgement on the use of using competitor's trademarks as Google Adwords keywords:

The purchase of a competitor's trademark as a trigger for advertising through Google's AdWords program was unlikely to create confusion on the part of consumers and thus did not give rise to a claim of trademark infringement through initial interest confusion, the U.S. Court of Appeals for the Tenth Circuit ruled July 16 (1-800 Contacts, Inc. v. Lens.com Inc., 10th Cir., No. 11-4114, 7/16/13). (Source: http://www.bna.com)

Simply put - it means that it's OK to use your competitor's trademark as a keyword to trigger your ads. As per Google policy, you still cannot user a competitor's trademark in your ad copy - and that makes perfect sense - but for some time there has been a heated debate as to the legality of trademarks as keywords.

So, let's ask the question again : Are Your Customers Stupid?

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Enhanced Campaigns - Echoes of Y2K

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, 17 July 2013
in Google

As Sergey and Larry prepare to throw the switch on Enhanced Campaigns, so the chatter on the wires of the PPC community is hotting up.

Enhanced campaigns offer a lot - all sorts of clever tweaks and adjustments at all kinds of levels, a veritable array of possibilities which it is hard to assimilate, let alone manage.

And yet, as the signaled date approaches and we are beyond the point of no return, I for one, am seeing more and more parallels with Y2K - remember that?

As the Millennium approached, so the fear-mongers warned that computer systems were going to crash, not knowing how to handle the date. Would computers suddenly think the date was Jan 1 1900? Would banks cancel mortgages, or charge a thousand years worth of compound interest on credit card loans? Would traffic control systems collapse with thousands of planes flying blind?

It was scary stuff.

Then the champagne corks popped and the fireworks fizzed and everyone forgot what the fuss was all about.

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Search & Display - the Ying & Yang 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, 19 June 2013
in Google

When was the last time you needed the dentist?

And - When was the last time you needed a locksmith?

And - What did you do in each case?

Both situations are "emergencies" - to a greater or lesser degree. And yet there are some very significant differences between the two and how this will affect the way in which businesses should approach online Pay Per Click (PPC) advertising.

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Remarketing - the Ads that Follow You Around

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 June 2013
in Google

Have you ever wondered how it is that sometimes, when you visit a website, their ads start to follow you around? The page you visited yesterday suddenly has an ad on one of your other favourite sites that you'd never seen before. Or did you just not notice before?

How did they know?

Well, it's called remarketing and a client recently referred to it as just that - the ads that follow you around.

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Not All AdWords Conversions Are Created Equal

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, 29 May 2013
in Google

When we want to compare conversions we really should compare apples to apples. If we are measuring leads and inquiries as conversions alongside sales, it can sometimes be hard to get a clear picture of which conversions are triggered since AdWords groups them all together. And as we know, not all conversions are created equal.

Not a problem - we can segment - at least the system suggests we can - but anyone who has tried will know that at first sight the segmentation simply doesn't work.

So what to do...?

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