Applying Big Data Insights to Ad Copy Strategy: Travel Edition – ClickZ Ads Manager: Making it Easier to Track Campaign Performance – Facebook Studio Blog A campaign of four ads – the most popular featuring Stewie the intellectual 1-year-old – tops...
While that presents incredible opportunities for ongoing optimization, it can also present some distinct challenges for those who want to put everything from bid management, to keyword selection, to ad optimization on data driven auto pilot.
Here are three reasons why you shouldn't stop running a paid search campaign. This leads to an incredibly complex paid search campaign that has historically led to some pretty poor paid search ads. You must run effective and scalable campaigns in...
If the brand ads were not persuasive, this shows a glaring issue with the strategy, targeting, and ad copy of the brand ads. In a campaign the size of theirs it's inevitable that those will sneak through from time to time.
Bloomberg and the Center for Disease Control give insight into why Pennsylvania-based Rite Aid decided to focus their PPC more on the West Coast; occurrences of the flu began to rise in January, so Rite Aid took that into consideration and...
Key metrics to compare include spend per period, share of voice/impressions, ad coverage (the frequency with which your ad appears when a keyword is searched), and average ad position. For the rest of their sponsored keywords, Pottery Barn could...
Breaking the actual link earning process down is a really useful way of structuring the idea creation process behind any campaign as it forces the mind to reverse the "problem" you are attempting to overcome.
Thus you can decide whether to bid more or revise your campaign strategy such as by shifting your focus to less competitive long-tail keywords. In practical terms, it is helpful to know the number of competitors in your category, as well as to...
The strategy behind creating a killer PPC ad is complex. DKI (dynamic keyword insertion) is an advanced tactics that automatically inserts the keyword into the ad. Since searchers are seeing your ad at the exact moment they express interest (by...
Despite the fact that Facebook itself appears to be having a little bit of trouble actually demonstrating to marketers why it is that they should be adding budget to Facebook campaigns, marketers are finding their own ways of evaluating the true...
Here is an example – if you are managing an insurance campaign and have a very straight direct response strategy consisting of keywords such as ‘buy health insurance’, ‘get new insurance’ etc. By understanding the keywords your competitors are...
Offering a self-service model for smaller advertisers, and an account team for larger advertisers, the interface is easy to use and allows you to create one text ad per campaign. You’ll be able to take your previous keyword research and ad text to...
Budgets are only set at a campaign level; bids are set at ad group and keyword level. Disparate ad groups and keywords in one campaign under one budget can cause your account to perform poorly. Ad texts should be compelling and the message should...
Wells recommended setting up a separate mobile campaign from desktop campaign and noted that Google AdWords will syndicate on mobile to start (so you might want to prevent that from happening). Other key pieces of information on mobile campaign...
You can use this strategy to put together lots of low traffic but well targeted ad groups. GDN quality score isn't exposed in AdWords, but the next best alternative is the metric "Relative CTR", which is available at campaign and ad group level.
Implementing this strategy will increase impressions in the stronger performing markets, while reducing your investment in markets with lower margins and returns. Mobile Campaign Breakout With the right strategy, you can spend to the ideal...
As a bonus, Google rewards this sloppy bidding strategy by letting you know the exact search phrases that triggered your ads. Instead, if you geographically limit the campaign to a city or metro area, you can successfully bid on broad match short...
Keyword/Text Ad Pair: Not surprisingly, the performance of a given text ad for a given keyword weighs most heavily. Relevance – This is the vaguest of the signals, which Google defines as “the usefulness of information to a user (such as an ad...
Google has expanded video ad options and added a new online video campaign creation section in the AdWords UI, allowing advertisers to create video ads for delivery across the Google Display Network (GDN) and the YouTube within a single interface.
Microsoft adCenter offers tips on how to adjust your PPC strategy. Microsoft's Peter Haubold suggests adding key generic terms to your site's PPC campaign, assuming you sell costumes. Using appropriate capitalization – including use of the...
