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 - veryFor some years now clients of ours in the US and UK have been able to use call tracking to monitor the telephone calls coming from their different advertising activities - online and offline Imagine - someone sees your ad on Google, or facebook and visits your website. Then they call you. You will often not ask where they got your number - and even if you do the answer will be something like "from your website". With call tracking, however, you will be able to see which ad, and which keyword triggered the visit. Or which billboard, or which radio ad. In fact wherever people can find a number to call you. If your business has a reasonable number of phone calls, then this can be a significant addition to your marketing arsenal. Finally, Call Tracking Metrics are offering this..
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 use 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..
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?..
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?..
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...?..
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? Simple answer - no, you're not. And you should always consider running ads even if you dominate the organic search positions. Here are five good reasons why......
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. Amid the typical fanfare of changes to Google's services (I know - I'm being sarcastic) this one also seems to have crept in completely under the radar... and there are some truly significant changes...
I've just finished Scott Stratten's second book The Book of Business Awesome. An excellent read (or in my case a listen - I have it - along with his first book - Unmarketing - in the car) I can highly recommend it. But I have to warn you - you will come out of the other side with a changed world view. Among many other marketing observations, Scott talks of the hoops that companies make their customers jump through. And as soon as your eyes are opened these things are everywhere. EVERYWHERE!..
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?..
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...