One example of "rewarding for A while hoping for B" in PPC is the quality score conundrum. Ever since Google rolled out quality score in 2008, advertisers have struggled in their attempts to improve it, often to their detriment.
Beckman recommended adding to and building up your keyword list from an exact match perspective so you can rank high enough and pay less on the cost-per-click since you'll be helping to increase your quality score.
Google AdWords is introducing another new feature to encourage advertisers to convert their campaigns to enhanced campaigns. Back in February 2012, Google began showing sitelinks displaying additional detail on some Google AdWords advertisements.
Optimizing your AdWords-driven sales funnel is like buying 10 shares of Apple and having the ability to perform a personal stock split every time you find a new winner. The market value for [vegan meals] in the US is $1.52, according to the AdWords...
Now with Google AdWords enhanced campaigns heading down the track like a freight train, it's time to reevaluate how you think about mobile for your retail accounts. Looking at the difference in CTR or quality score, you can see the difference in...
In the two chapters dedicated to PPC, Jones starts with setting up AdWords campaigns and bidding strategies but doesn't stop there. After covering reports, optimizing a landing page and conversion tracking, he teaches you about Quality Score is and...
Great search marketing managers spend a bulk of their waking lives in AdWords (or other SEM campaign management tools). AdWords Campaign Optimization In a previous post I spoke about six ways marketers can improve the quality and performance of...
Link your Merchant Center account to AdWords, and you're ready to start showing the nice product specific ads with images and prices included. There is a quality score-esque trade-off of relevance involved.
PortentA study of 27 small business accounts shows moving from a quality score of 3 to 9 has no conversion rate benefit, while improving from a quality score of 2 to 10 reduces CPA by 90 percent – and going from 6 to 10 can improve conversion...
After slamming Google AdWords for taking control away from customers, Bing says "…we do not believe bundling together mobile, desktop and tablet advertising in an opaque manner is in the best interest of our customer base or the industry at large.
Google AdWords Quality Score Google uses it as a factor to calculate your rank score in its auction and your AdWords ad rank is your max CPC x quality score," Jen points out. There must be 101 misconceptions about quality score on blogs and...
Another issue, pointed out by Schwartz and many of our jurors, is that while eBay has great consumer recognition and a lot of AdWords volume, eBay has been guilty historically of producing low-quality, non-specific creative.
This is simple to execute on within the AdWords interface, just create Product Targets for each individual SKU that you'd like to merchandise separately from the others. Despite the good ROI seen today, as more competition flows into the channel we...
The logic applied in this article can be applied to Google AdWords using their Impression Share and Quality Score data – but adjustments will need to be made account for ad group level data. When you put aside Quality Score’s function as a landing...
Quality score issue: If you find your average CPC is increasing but your ad rank is actually decreasing, you may be suffering from a quality score issue. New distribution channel: Within a specific campaign perhaps a secondary distribution channel...
First page bids have been a topic of contention for AdWords and me. Quality Score There will always be a debate on how important quality score is and if you should be bidding on keywords that have a low quality score.
Using excel for this exercise is actually quite easy, and is explained perfectly by Brad Geddes, in this absolute must–watch video on how to identify AdWords quality score problems. Now that you know where the problems lie, you can take measures to...
In the first couple of days, even with all other rotation settings set properly, Google tends to rank new ads either higher or lower, depending on the historical ad performance in the account (quality score).
When it comes to AdWords quality score, everyone knows from best practices that increasing this magic number is not only beneficial for rankings, but could lead to significant savings as well. Start by customizing your AdWords columns to view...
And I’ll work hard to translate fun (I really do think this is fun) topics like optimization using quality score, statistical significance, and long-tail account management into plain language. If you add keywords and change bids in AdWords, the...
