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The issue arose back before Valentine’s Day, when Interflora noticed something amiss when customers searched for ‘Interflora Flowers’ within search engines. They noticed that Marks & Spencer were showing for their brand related key terms within the paid-for search results.
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.
When it comes to outsourcing your AdWords or PPC account, it is worth ensuring that you have a keen eye on what stats you are being fed by your agency. Despite an agency giving you gospel truth data it may not be entirely relevant to your business goals. In fact, statistics can be interpreted in almost as many ways as the gospel has, with over 38,000 different denominations of Christianity! It can be easy for an agency to promote the value of one statistic in a report such as CTR whilst ignoring other statistics like conversions and conversion rate.
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.
The common held belief that traditional print media is losing ground to the online medium appears to have been confirmed with latest figures from comScore.
In a study into Internet usage across Europe, it was recorded that 167.2 million unique visitors went on online newspaper sites in June 2011, representing an 11% rise year-on-year. This is a growing trend that has often raised the question whether the Internet is putting an end to the traditional newspaper.
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.
Having worked in IT for many years I invariably ended up seeing the classic user who had a modicum of knowledge about computers and, using this, have destroyed their PC. The problem, I think, comes from the fact that your average PC user will generally harbour enough fear to stick to what they know and just use the applications.
Someone with a little knowledge will try to make the PC faster or attempt to fix a problem when it occurs. Often their knowledge came from fixing something before on a PC, however not all problems are the same even if they look that way on first inspection.
I have also seen this type of “basic knowledge” scenario occurring more and more in the world of SEO. Increasingly, I am seeing websites or meeting people who have decided to save some money and do the SEO work themselves. I can understand this mentality, I love learning new skills and when faced with a problem I like to think I can overcome it using my own resources. Indeed this is how I got started in SEO.
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.
Back in December last year, we started looking for a more advanced solution for tracking and analysing the calls that are generated off the back of our website. The system that we were using had served its purpose but was lacking in the functionality that we needed to take our own marketing efforts forward.