An attendee asked about his keyword match type strategy for a new account. Advertisers can set bid adjustments at campaign, ad group, or keyword level. PPC marketers have had strong feelings about the enhanced campaign upgrade because it limits...
Officially, “Share of Voice represents the percentage of times your ads were actually shown in relation to the total number of chances your ads could have been shown, based on your keyword and campaign settings.
For advertisers planning their strategy for using enhanced campaigns, here’s the good, the bad, and the clunky in this new system. The individual links now exist as separate entities, rather than as one block defined at the campaign level.
Even though targeting keywords in a specific SERP range may be somewhat of a novel concept, the process for finding and determining which to concentrate on is largely the same as any keyword targeting campaign, but with a few different wrinkles.
Want to learn how to inherit paid search campaigns and get them started on a new, exciting path to success, and how to create a sustained plan of continuous campaign auditing, analysis, and optimization?
Bidding on competitor-based keywords is often a highly debated topic when it comes to paid search strategy. You must judge this campaign on results and what your cost per sale is. Regardless, there is plenty of low-hanging fruit available if this...
SEMs should take all high-volume keywords with multiple keywords, rearrange them, and run them through AdWords or adCenter on exact/phrase match to determine the number of impressions; this data will help inform your strategy for bidding on...
Bidding strategy adjustment: The campaign-level bidding strategy may have shifted. They may feel exhausted after slugging it out with a campaign that has been suffering from sub-par performance. They may be at a strategic crossroads on how to...
Next up we'll look at a huge list of combined queries so you can get a sense of what it will take to get a useful number of prospects for a CRM guest posting campaign. I could also dig deeper to find more operators, footprints and research phrases...
To create a custom alert, select the campaign, ad group, or keyword tab (depending on how granular you want the data). Google’s strategy to do that came out when an update to AdWords match types was announced.
Budgets are only set at a campaign level; bids are set at ad group and keyword level. It is best practice to have your account campaign structures mirror the website itself in order to budget and report effectively.
The most successful SEO campaign can provide lackluster results if the wrong keywords are targeted or the keywords are targeted in the wrong order. This is as true with organic SEO as it is with any other marketing strategy.
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...
Overall you can use topics to easily trial a new area or find new placements, but it's unsuitable for a high performance campaign due to the poorer targeting than contextual. You can use this strategy to put together lots of low traffic but well...
Instead, if you geographically limit the campaign to a city or metro area, you can successfully bid on broad match short-tail words like “dentist” or “oral surgeon. As a bonus, Google rewards this sloppy bidding strategy by letting you know the...
Each campaign generates its own metrics, so if your single campaign receives so little traffic you can’t declare split test winners and set accurate keyword bids, it makes no sense to divide that traffic in half.
Sure, certain accounts will need specific optimization tactics in order to achieve your KPIs, but your overarching campaign structure strategy should be unified. However, if there is one thing that you can’t lose when managing PPC, it’s your drive...
Once you decide how to break out your account thematically and geographically, you need to address your keyword expansion and match type strategy. It’s OK to be greedy when running an SEM campaign. Heavy reliance on broad match and inconsistent...
Those two new features are historical quality score (keyword level only) and aggregated quality score (ad group and campaign level). In this series on advanced PPC optimization techniques for adCenter, we've already covered a variety of ways to...
You are simply burning time and money when a thoughtful link building strategy is absent. The link building components of an SEO campaign shouldn't occur in a vacuum. Don’t rush into link building without a clear strategy, and don’t think that it’s...
