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How often have you heard the question what is quality score and why is it so important? The trouble is it’s not an exact science and therefore is a bit of an unknown, but this post will help to explain the influencing elements that go towards developing a strong quality score and what you can do to improve your campaigns.
Pay Per Click advertising is a great way for businesses to attract customers, of that there can be little argument. However AdWords can be as damaging to your bottom line as it can be beneficial. When properly managed and effectively targeted, you can generate huge volumes of traffic that converts. When left to wander, it can quickly become a very costly exercise indeed.
To help local businesses get to grips with the advertising platform, Google have launched AdWords Express. This reduced version requires minimal managements and will allow small companies to get visibility on local searches and Places maps. Perfect, or so it would appear.
Fintan Gillespie, Google Industry Manager for the UK and Ireland, was warmly welcomed to the Koozai Head Office in Southampton on Wednesday, where he came to chat with us about all things Google, our client accounts and explaining how he drove from Australia to Ireland in a Hummer… Read more
Super keywords result in more clicks/conversions in your account, and will be the primary drivers of success within your account. Most accounts will experience the 80/20 rule where 80% sales come from 20% traffic.
Best practice would be to ensure that you target these successful keywords individually to really maximise this success – this would essentially involve creating tight ad groups, with their own ad copy and perhaps unique landing page. Great! Relatively straightforward so far.
The Display Network has changed a fair bit over the past year and with further investment from Google to make it better for advertisers, new reporting metrics have been announced to better measure performance and value to the advertiser.
For those who don’t use the Display Network yet I would recommend really having a go – but remember statistics for Display Network will be very different from your Search Network stats. To find out more about setting up a Display Network campaign visit the AdWords Help Centre.
AdWords is easy to setup and as a result many many people setup an account, throw everything on broad match (which is the default) and away you go. Fortunately (for the consultancy industry) it is not as simple as this! An un-optimised AdWords account can cost you dearly, syphoning cash out of your bank account at a rate of knots. In this post I will detail a few great ways to improve your AdWords account.
More testing ideas from AdWords have made their way across the pond from initial launch in the US a few months ago – this time with domain names within the headlines:
From looking at the structure of the ads the layout of domain names in the headline appears to show only when the combination of headline and description line 1 is not possible. This means when writing your ad, there is no ending punctuation to round off description line 1.
We had a target to achieve as a company – by the end of March 2011 everyone working on PPC accounts was to have taken both the AdWords Fundamentals Exam and the AdWords Advanced Exam. In addition to this, I was also aiming to take the Google Analytics Individual Qualification. I’m very pleased to report that we all took the exams and passed, but this post is here to go in a bit more detail than that.
We now have 9 AdWords Qualified staff who work on clients PPC accounts and we also have me – a Google Analytics Qualified Individual to help the team out with all things analytical; although I have to admit they’re all pretty good without me, I’m just the one who gets excited about it and in to the really techy bits. I wanted to write this blog post to explain my experiences with the two exams – one was easier and the other harder than anticipated.
The AdWords team have worked hard putting together the Webinars to help users get the most from their Google advertising. They are designed to teach users more about AdWords features with the aim of improving campaign performance. Read more
These developments often blur the line around what would be covered under the definition of advertising and marketing, as they become more and more invasive of consumer space.
With the launch of instant previews for natural search results in November last year, and previews now being shown for paid search results (reported in March 2011: Page Previews in AdWords – Quality is Key) Google have now introduced a neat little tool held within your Webmaster Tools account.