Search Marketing Sage

Online marketers are constantly clamoring for more accurate audience segmentation within their Google Display Network campaigns. This “hyper-segmentation” is something that Facebook has been able to do very well for years, thanks to its massive aggregation of information in regards to every aspect of your digital life. Have no fear though fellow marketers; Google has a few tricks up its sleeve when it comes to audience segmentation. You could make the argument that they’re kind of a big deal…

Ahh AdWords… For some, it’s music to your ears. For others, it’s nails on a chalkboard. AdWords is an incredible tool that, if leveraged properly, can provide you with excellent conversion and revenue tracking data. While the interface and processes may seem daunting at first glance, have no fear… I’ve laid out a foolproof method to get started with conversion tracking below.

What is Conversion Tracking?

An AdWords conversion occurs when someone clicks on your ad and performs an action on your website that you see as having value. Setting up conversion tracking lets you keep an eye on important statistics such as cost-per-conversion and conversion rate, giving you a glimpse into how successful a specific campaign or ad group is. This conversion tracking will help you begin making informed decisions on how to best optimize your account.

A conversion can be anything you want to measure. It can be something as simple as a visitor requesting more information and submitting contact information, a prospective buyer downloading a case study, all the way up to a purchase of a good or service. What you choose is completely up to you, as long as it isn’t milk…

How do I Get Started with Adwords Conversion Tracking?

You may have recently noticed a new option for reach on the Display Network. In addition to broad and specific reach for display ads, Google is now offering a “flexible” reach. It allows individual control of the reach for each of your ad groups, providing you with more control as to where your ads appear. Advertisers will no longer have to create separate campaigns for different targeting methods.

For session 3 of SMX Advanced 2012 I am attending Getting The Most Out Of Retargeting From The Pros. Speakers will be covering ways to maximize your investment and drive conversions using retargeting.

Google just announced its “New Matching Behavior for Phrase and Exact Match Keywords” for Google Adwords:

Starting in mid-May, phrase and exact match keywords will match close variants, including misspellings, singular/plural forms, stemmings, accents and abbreviations. Based on our research and testing, we believe these changes will be broadly beneficial for users and advertisers.

People aren’t perfect spellers or typists. At least 7% of search queries contain a misspelling, and the longer the query, the higher the rate.

As an agency that handles Pay Per Click advertising for advertisers both large and small the news that searchers can’t spell very well is not a shock at all.  In fact, 7% seems like a low percentage of typos in the search queries we see.  That being said, we will NOT be using the new feature, dubbed in some circles as “Near Match” for our clients.