The A-Z of PPC

  • Analytics – Analytics is an extremely useful tool for a huge number of things – conversion data, on page stats, user information. Link your analytics account up to Adwords to make sure you’re looking at the same data
  • Bids & Budget – The question on all clients minds… how much is it costing me! Review the cost of your bids regularly. Do you really want high CPC’s for keywords that don’t convert? A review of bids can a big influence on the overall spend.
  • Conversions – Not seeing as many conversions as you’d like? Are your ads performing? High bounce rates on landing pages? Are you targeting the wrong keywords? Find out why and optimise your account.
  • Display – Google’s Display Network (GDN) allows you to place visual ads across the web to people who you want to target.
  • Editor – Adwords Editor is a must have tool for PPC, which makes multiple changes really easy to make. Exporting data and importing data from Excel is really easy too.
  • Finding the right ad – The right ad does exist, but it takes a lot of testing to get there. Use A/B testing regularly. Once you’ve found an ad that works, don’t be afraid to keep on testing though! The perfect ad can always be improved on.
  • Goals – What do you want to achieve from your campaigns? 50 conversions a month? 100 clicks? Set yourself goals and monitor these regularly. This will help with optimising the account.
  • Headline – If you’ve ever judged a book by a cover, then like most people you’ll judge an ad by its headline. Make sure yours is catchy and relevant to what the user has searched for.
  • Impressions – The number of times your ad is shown. If you want your ad to be shown every time someone searches for a certain keyword, increase your bids to make sure you’ve got a 100% impression share.
  • Keywords – The keywords that trigger your ads to be shown. There are three different match types – phrase, broad and exact. The Google Adwords Keyword Tool allows you to see search volumes for your chosen keywords and recommends related ones. Continue reading
Advertisements

A Busy Month For Google

Well, it’s been a busy October for Google and there’s still time for more changes yet before November creeps in!

SEO

Google Disavow Links

Good news for the industry! Google has developed a tool allowing webmasters to indicate bad links, meaning you can disavow any spammy links to your website. And it seems with the Disavow link tool, it’s simple to implement.

Updates to The Above The Fold Page Algorithm

The page layout algorithm, launched in January, following the Panda update aimed to lower the rankings of pages which were seen to be too ad heavy. In this algorithm update, websites which don’t have much content ‘above-the-fold’ could be affected by this change. This is said to affect 1% of all search queries globally, have you seen any difference yet?

PPC

Changes to Conversion Optimizer and Enhanced CPC

Google are making changes to the conversion optimizer and enhanced CPC settings on campaigns to help with conversion rates. Campaigns using optimize for clicks will be automatically changed to Optimize for Conversions. Campaigns with rotate evenly settings on ads will automatically begin to optimize for conversions when ads are unchanged after 90 days.

So if you’re not targeting conversions, you’ll need to change your settings back when they come into affect from the 12th November.

Call Reporting Available in Adwords Express

Google’s new call reporting allows you to see how many calls you receive from your PPC ads in Adwords Express (other than the ones using call link extensions). You can now see in the Adwords Express dashboard the number of calls received.

In other news in October, Bing has introduced Sitelink extensions…. Only two years after first introduced by Google. More about Bing’s sitelink extensions here

Welcome to Let’s Get Searchical

First things first don’t judge my blog by the terrible play on words from a terrible 80’s song! (All the other names I wanted to use were already taken!)

Anyway, a little about me and my blog… I’m Laura, 23, Business Management Graduate and a self confessed marketing geek. I love everything digital, particularly search. I’m currently working as a PPC executive for a full service digital agency. I’ll be blogging about the latest news in the industry and things I’ve learnt along the way about PPC, SEO and marketing in general. I’m still learning lots about search, so I won’t ever claim I know everything.

Anyhu thanks for visiting my blog, don’t be a stranger!

Stalk me on Twitter

Connect on LinkedIn

Look at my personal blog