Google published their quarterly earnings last week, but they tell us quite a lot about what is happening on AdWords across the market. Paid search budgets are growing. But what's the story with mobile and why aren't CPCs rising?
Articles by Alistair Dent
The Search Funnels Attribution Modeling Tool is Google's attempt to give advertisers more data on the context of a user's path to conversion. Here's why you should be excited, and why you shouldn't get carried away and try to use it too soon.
Enhanced campaigns, image extensions, third party reviews... Fantastic features that have improved performance for search marketers. But we always want more, don't we? What do we hope that 2014 will bring from Google to make us really happy?
It's time to change how you think about planning paid search campaigns. The best paid search managers will understand (and can explain to others) the core concepts of how to target people above and beyond keyword groups by targeting audiences.
Quality score is complicated, but that doesn't mean it's all that useful. Alistair Dent pulls back the curtain to show advertisers what's behind the Google Adwords Quality Score and how you should use it in AdWords campaigns.
Remarketing Lists for Search Ads opens up a lot of potential strategies for AdWords advertisers. Here are some of the most common strategies evolving for different types of advertisers to give you an idea of what could work for each one.
Google Spreadsheets is a simple spreadsheet that's well integrated into the Merchant Center. Here's how you can manually create a system that will get your data into Merchant Center, and from there into Google Shopping via AdWords.
The ability to start with a keyword bid and layer on increases or decreases in aggressiveness based on conversion rate of different user groups is a fantastic development for AdWords advertisers. Make sure your bidding strategies can cope.
Product listing ads can be deceptively easy to set up, but there are still simple steps to take to make the most of them. Here are some of the simplest things you can do when it comes to bidding and optimizing your PLAs to maximize your returns.
Average position is the most misleading and least helpful metric in AdWords. Clients and stakeholders must understand ROI, not position, is the most important PPC metric. Here's why you should wean yourself and your clients off average position.
Display campaigns haven't been enhanced in quite the same way as search. It's harder to converge devices around display, because of the differences in capabilities. However, some sexy new features are making their way into your accounts.
There is good in this announcement and the motivations are good. Devices are converging and we do need better ways to handle that. Unfortunately the removal of control from the advertiser at keyword level makes this a bitter pill to swallow.
Advanced segments are the tool that expands the repertoire of possible Google Analytics analysis up to near-unbelievable levels. If you want to know anything about how different types of users behave on your site, then segments are the way to do it.
The new bulk edit facility in the AdWords interface is a long overdue move that replicates some of the best features of AdWords Editor. We look at some of the key use cases for this new tool and why it's going to be so helpful for your campaigns.
Split testing is a powerful way to trial two or more options for an element of your campaign and be reasonably confident that the results are accurate. For best results, your account needs to be built with these principles in mind from the start.
Google AdWords Auction Insights offers advertisers unprecedented keyword data about their competitors. Learn what awesome things are available and how PPC campaign managers can use them for actual improvements in campaigns.
AdWords remarketing is incredibly accessible, but not incredibly sophisticated. Using remarketing in sophisticated ways can give fantastic results. Improve your results by segmenting your ads based on a visitor's original traffic source.
Where you were previously looking at cost per keyword, comparing against traffic volumes and conversion rates, you now need to add some new metrics into your AdWords data mix: bounce rate, pages per visit, visit duration, and bid management.
You spend time extracting data about AdWords campaigns to send to your clients, your boss, and other stakeholders. But more important is the data you extract for yourself, to really analyze issues. Here’s what you should take into consideration.
The Google AdWords search partner network is fantastic and terrible. There is good quality traffic to be found, but Google hates you knowing what's going on. Not every site will work well, and it's tricky (not impossible) to know how to optimize.