Archive for the ‘Google AdWords’ Category

What Are the Pros and Cons of Google AdWords Ready Creatives?

<< by Nicole Bandy on October 29th, 2013

According to the graph below from marketingcharts.com, display and online banner advertising remains as one of the top digital ad formats in terms of revenue. Google recently added a new tool in Adwords that makes creating these formats easier for advertisers, called Ready Creatives.

IAB US Online Ad Revenue Share by Format Oct2013 What Are the Pros and Cons of Google AdWords Ready Creatives?

Ready Creatives, a combination of Ready Image Ads and Ready Ad Gallery, automatically creates image ads based on a url you provide. AdWords scans the webpage and uses an image, headline and logo from your page and then provides you an endless number of formats to choose or edit as you wish.

For busy or resource-strapped businesses and marketers, this may be a dream come true – but is it too good to be true? After testing out the tool myself, here are a few pros and cons of using Google Ready Creatives:

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Why Remarketing Should Be A First Thought – Not An Afterthought

<< by Blaine Anderson on October 22nd, 2013

One of the many great technological advances in marketing over the past decade is remarketing – the action of promoting your business specifically to people that have already visited your website. What used to be a hopeful, “Y’all come back now, ya hear?” can now be replaced with “The blender you put in your shopping cart last week (but didn’t buy) is now 20% off!” As a marketer, I enjoy this because I know that the people that have already visited my website are a much more targeted and engaged audience than the average internet user.

remarketing image 1 Why Remarketing Should Be A First Thought   Not An Afterthought

Unfortunately, something I have been guilty of in the past is making remarketing an afterthought. I focus so hard on getting the right account structure and choosing the right keywords that I forget all about remarketing. In reality, remarketing should be more of a first thought, not an afterthought, and here are 3 reasons why.

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Holiday Optimization for PPC: Prep & Strategy

<< by Heidi Kramer on October 8th, 2013

shopping online 430 Holiday Optimization for PPC: Prep & StrategyIt may seem a little early to be thinking about the holiday season. I know when I walk into a retail store at the beginning of October and they’re already showcasing holiday decorations that involve colorful turkeys and that jolly, rosy-cheeked gentleman that goes by the name Santa Claus, I want to scoff and walk away. However, I have to admit that I usually find myself perusing the aisles before moving on to what I actually walked in to the store for.

Based on a report by RSR Research, 28% of brands will start their holiday marketing on October 1st or earlier, and according to Bing, 22.1% of consumers start their holiday shopping in October. Online holiday sales are growing every year, and 2013 is no different. Don’t put off your online advertising like you do your gift shopping – get started today and prepare your PPC accounts for a stellar 2013 holiday season.

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Live at SMX East: Google Enhanced Campaigns…What We’ve Learned So Far

<< by Scott Garrett on October 1st, 2013

This session at SMX East was about the pros and cons of enhanced campaigns. Most of the panel were in favor of enhanced campaigns. Some elements of enhanced campaigns make life easier, while others make it more difficult. Below are short bios for each presenter and also the main takeaways from their presentations.

pic 1 Live at SMX East: Google Enhanced Campaigns...What We’ve Learned So Far

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Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

<< by Scott Garrett on October 1st, 2013

Geographic targeting is a great feature of advertising platforms, as it allows you to better hit your target audience and helps you spend your advertising dollars more wisely. I have used geographic targeting on Google, Bing, Facebook, and LinkedIn to the great benefit of my clients. This panel at SMX East was about the finer points of geographic targeting in Google and Bing, and I was very excited to hear what they had to say. Below I will go into a short bio for each presenter and also the main talking points from their presentations.

pick 1 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Kevin Lee, Didit CEO,  is an industry pioneer in Search Engine Marketing and Digital Marketing since 1995 and has authored hundreds of columns for many publications. His book Search Engine Advertising is a widely praised, hot seller. Current projects include application of “Big Data” to SEM and display campaigns, a “secret sauce” method of optimization. Below are his main points from the session:

  • Geo-intent is different than stationary location.
    • Not only in method of targeting, but also in the ability to change the user experience.
    • If you break out campaigns for geo-targeting then you should focus on:
      • Different ad language and landing pages for location-specific targeting
      • Geo-targeting is often the illusion of accuracy, accuracy is not precision
      • Geo-targeting only helps you increase the odds that the user is valuable to you, it does not guarantee it
  • Keywords tell you very little about the audience. Geography often predicts demographics and behavior of the searcher
    • Moving from a keyword  approach to an audience centric approach
    • Cherry pick keywords and use geo-targeting to increase the chances of showing in a higher position for non-branded keywords at a lower price

Sam Owen is a leading writer for PPC Hero, a speaker on International PPC and CRO and a paid search and display account manager at Hanapin Marketing. His clients range from start-ups to Fortune 500 businesses and include ecommerce and lead generation. Below are his main points from the session:

  • You should calculate your geo cost per acquisition to determine if bids need to be adjusted by geographic location
  • Limit of 25% increases or decreases at a time per location. This blanket approach may harm some top performing keywords, therefore make sure you check their performance often.pick 2 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Paul Corkery, is an SMB Operations Program Manager for Search Platform and Tools at Microsoft. He is responsible for representing the platform and tool needs of SMB advertisers to adCenter engineering partners. This includes support for customer experiences across adCenter Web, Desktop, API, and tools like Microsoft Advertising Intelligence (MAI). Below are his main points from the session:

  • Geographic targeting on Bing
    • Location Intent
      • Capture searchers who have signals of intent to do business in your targeted location
    • Targeted Area Only
      • Only targets users within the location
    • Time of day targeting is relative to the Searcher not the campaign
      • Can ensure you are targeting to user correctly no matter the time zone.
  • Signals for determining search location (reverse IP)
    • IP coverage/precision goes down as the location targeting gets smallerpick 3 Live at SMX East 2013: Improving Your Geographic Targeting Tactics On Google and Bing

Overall, this session gave a nice overview of the geo-targeting options offered by Adwords and Bing and some finer details on how to optimize your campaigns through geo-targeting.

How do you use geo-targeting in your campaigns? Comment below and follow me on Twitter @scottgarrett89. Also, follow the SMX East Conference this week on Twitter with the hashtags #SMX and #SMXEast!


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