Top Movers Adwords Report

Google launched last week that they had rolled out a top movers report. This report, at campaign level, shows the top moving clicks and costs each week.

The report shows the following:

  • Topline increases and decreases in clicks and costs for all campaigns
  • Top increases in costs -> Showing changes in average position, clicks, average CPC, impressions and clicks
  • Top decreases in costs -> Showing changes in average position, clicks, average CPC, impressions and clicks

The great thing about this report is it highlights some of the possible reasons why the changes have occurred. Be that a change in bids, keywords deleted or new ads introduced. I would expect this report will become part of the Monday morning ritual to check what is driving a change in costs or clicks over a certain time period.

Google Adwords Top Movers Report

The report can be found in the campaign tab -> Dimensions tab -> Top movers

Is this a report you’ll now be looking at regularly?

Advertisements

Search Engine Marketing News – February 2013

Well, what can we say about search engine marketing news this month…. you may have heard a thing or two about this little thing called ‘Enhanced Campaigns’. Enhanced campaigns has been the main talking point in the industry and will continue to do so for the foreseeable future. I’ll recap on the main changes of Google’s Enhanced Campaigns and other changes that have happened in SEM this month (yes, there has been other news).

Google are giving us more control in our ‘multi-device world’? Brilliant…. oh no, wait!

I’ll admit when I first got the call from Google I was almost convinced (almost!) that the Enhanced Campaign change was a good thing. For some companies/agencies it may be, but not for the majority. Yes, there are some benefits but Google have gone about it the wrong way by ultimately giving us a lot less control.

  • Separate device bidding no longer possible (boo)
  • Tablet and desktop devices are now treated as one with no way of having separate bids for tablet (boo)
  • Mobile bid adjustments are available as multipliers from -100% to +300% at a campaign level (double boo)
  • Ad scheduling possible (woo)
  • Better call tracking (woo)
  • Data on individual site link extensions are available (finally!)

Enhanced Campaign changes have now been rolled out to Adwords Editor, making it easier for us to start making dreaded changes in our accounts.

Other News

Search Funnel Data

Finally some good news! Search funnel data is now available in the Adwords interface. We can now see data on assisting keywords directly in Adwords. It’s a good move by Google as we can see the number of assisting clicks, impressions and conversions without having to go to Analytics. It looks like this is one of the first steps in providing more attribution data, that most of us go somewhere else to find.

Google Penalising Inteflora

Google sent out a big message to advertisers this month by giving Interflora big SEO penalties. Although Google haven’t officially confirmed the penalty, there natural search results took a drastic turn for the worst… This great post by David Naylor shows how dramatic the shift was.

Interflora Rankings Dip

Free Shopping Comes to An End

Google shopping is no longer free to advertisers in the UK (and many other countries). It was good while it lasted here in the UK, but free shopping listings is no more, instead we have to set up product listing ads.

Google’s Unique Searches Drops

Google’s share of unique searches has dipped under 20%. Okay, so it’s still got the majority of searches but it’s slowly losing ground has Baidu, Bing, Yandex and Yahoo are seeing slightly increased global searches. Check out this post from Search Engine Land

Google Removes Not Provided From Webmaster Tools

The next place to not be able to get data on not provided terms was in Google Webmaster Tools. Just another update making it even harder for SEO agencies to explain to clients where there traffic is actually coming from.

So, it’s been a busy month for SEM in February…. roll on March!

Search Engine Marketing News This Month

November has been a quieter month for Google with no major algorithm changes (good news for SEO). Here are some of the main search engine marketing news this month:

Google Make Changes to Help Businesses Get Local for the Holiday Season

Google have made a few (small scale) changes to location targeting and location extensions to help small businesses ‘get local’ in time for the holiday season. The latest Google Adwords updates include:

  • Airport targeting – A great opportunity to target people who travel
  • Location extensions and extensions shown together – up until now you have been unable to have both showing at the same time. A great way to get more visibility and target consumers with relevant links.
  • More detailed maps – location extensions on desktop and laptops will now show a bigger, more detailed map.
  • Conversion reporting for location extensions
  • Geo-targeting and location extensions rolled out to more countries

Bing Publishes Its Webmaster Guidelines

Bing have recently published its first webmaster guidelines. Not surprisingly, there isn’t any groundbreaking guidelines that stray to far from Googles.

The Bing webmaster guidelines can be found here

Continue reading