When running a PPC account, it’s best to have a very extensive keyword list to cover all the angles, but with too many keywords in the account advertisers sometimes lose track of them and end up having duplicated keywords.
Here is why having duplicated keywords is bad:
According to Google, it’s good practice to avoid having duplicate keywords in your account. Google shows only one ad per advertiser on a particular keyword, so there’s no need to include the same keywords in different ad groups or campaigns.
Back in 2010, Google introduced the broad match modifier, an AdWords targeting feature that lets advertisers create keywords that reach more people than phrase match and give you more control than broad match. It has (almost) everything broad match type has to offer without running the risk of having ads triggered by irrelevant search queries.
Here is the question: Should advertisers complete skip traditional broad match type and only use modified broad match?
With any type of marketing campaigns, it is important to find out their effectiveness by tracking the number of sales and user engagement and this is not always easy to do. Luckily, AdWords has built-in functions to help advertisers easily track the performance of their campaigns.
1. Conversion Tracking – An AdWords script used to track website conversions and view the conversion report in an AdWords account.
There is no easier way to reach potential customers than using PPC advertising. It’s designed for business of all sizes, but for small local business running AdWords can be a little trickier. There are two important factors small local business owners have to have to consider before launching AdWords:
Should Business Owners Be Given Access to Their Own PPC Accounts by Their Internet Marketing Agencies?
Managing a PPC campaign can be a daunting task for business owners especially when they don’t have any previous experience with it, and that’s exactly why internet marketing agencies exist – to relief the stress the of managing from business owners.
But how much control should the business owners hang on to after handing off their account management agencies?
Back in September, Google rolled out a new feature in AdWords, Shared Budgets, that allows advertisers to establish a single daily budget that is shared by multiple campaigns (of your choice) in an account.
So, who benefit the most from this new feature? Advertisers with a limited budget that has multiple campaigns.
Here is an example:
John Doe has a fix budget of $100 per day that needs to be allocated between three campaigns.
It should be common knowledge that Google now offers an automatic bid management system built into AdWords called Conversion Optimizer.
What? You have never of it? You bad, BAD boy (or girl, or…)
Basically, it looks at your account’s historical conversion data and determines how much it should bid for each individual search query and tries to maximize the number of conversions with your predetermined max CPA. Oh, and you need only 15 conversions in the past 30 days to start running conversion optimizer.
To increase the number of conversions, there are three areas advertisers should focus on: incoming traffic (clicks), impressions and conversion rate. Here is a quick check list to help advertisers increase conversions without negatively affect any part of the holy trinity.
This is the first thing one should look at, but should also be done with caution. Increasing bids will definitely increase the number of impression and clicks, but they might necessarily turn into conversions. The general guideline is, if there are a lot of keywords that are below first page bid estimate, increase their bids so at least they … Continue Reading » AdWords Checklist – How to Increase Conversions
Actually, just gonna share a quick tip on how to analyze AdWords keyword data if you are you one of the unfortunate group of people who didn’t follow PPC best practices and have both Search and Content targeting under one campaign.
Reminder: Always use separate campaigns for Search and Content targeting!
Now, take a look at this image below:
If you haven’t noticed, when you add up all the keyword impressions, they are equal to the “Total – Search” number, not “Total – all keywords”.