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In my mind there are key steps that everyone should be following when a Pay Per Click campaign is being created. Whether you are new to PPC or an experienced Search Specialist, we all need guidelines to ensure we keep on track.
In April, a new conversion column started appearing in AdWords reports and eventually the main AdWords homepage; it was called “Conversions (many-per-click)” and the old Conversion column was changed to “Conversions (1-per-click)”. This was done with no real fanfare at the time, especially considering the importance of the column. But what is “many per click” and is it better than plain old conversions?
When Google launched AdWords Enhanced Campaigns they gave us a range of new ways to target users by device, time and location. In fact, their new targeting features place less emphasis on the keyword and more focus on the audience.
Rarely content with the status quo, Google have been making some rather eye-catching changes to the way in which AdWords advertising is presented on its SERPs in recent weeks.
I’m not just talking about the subtle transition over to a pale lilac hue for the top results, but the options available within the results themselves. We’ve seen a number of new elements appear and doubtless there will be more to come.
Let’s take a look at few of the more eye-catching updates.
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.
Although they may seem like mortal enemies SEO and PPC can actually complement each other in many ways. For example those working on SEO can use AdWords to gain valuable keyword data, whilst those with PPC can use SEO traffic to build up credible remarketing lists. And that’s just for starters.
Google AdWords announces new ACE tool, allowing advertisers to compare the effectiveness of campaign changes in real-time.
The Google AdWords Campaign Experiments (ACE) tool will give you the opportunity to clearly distinguish which changes are effective and which aren’t. You can simultaneously test different bid prices and keywords to see which ones bring in the conversions.
The latest exposé comes courtesy of the BBC, who found a number of people who had unwittingly coughed up for tickets that didn’t exist from companies that are equally elusive. The reason why they had fallen foul of this old ruse was simply that it appeared at the top of Google.
Google AdWords have always had their rules and policies, but over the past six months we have seen a number of AdWords Accounts being shut down at the drop of a hat. There are lots of reasons why you could get your account deactivated and the important thing is, trying to understand the rules to ensure it doesn’t happen to you.
The ‘ad scheduling’ feature within Google AdWords has always been a fantastic way to extend the budget of your Pay Per Click campaigns. Rather than running an advertisement all day, every day, ad scheduling would allow you to define certain time parameters and ensure you targeted visitors at peak times.
Previously this was all done on a standard hourly rate. Meaning that your adverts could run it from 9am to 6pm on every weekday ,and 10am to 4pm on weekends without any problems. This was always a hugely efficient way to streamline campaigns; that was until Google updated the system, making it even more versatile.