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With the ever changing face of the Google Ad Preview Tool, it has once again changed – this time now including Ad Diagnostics. For those who have never used the Ads Diagnostic Tool before, this is/was a very useful tool which ran against all details within your campaign – it highlighted any problems with your ads.
“But where is this tool?” I hear you say; well it now has a new home!
Since Google started combining reporting within the Campaigns tab, they have done the same with their Ad Diagnostics tool – you can now diagnose problems with your ads directly from your Keywords tab! You can review large quantities of keywords at a time – perhaps you’d like to take a look at your whole campaign or work through individual ad groups if you prefer. Either way, wherever you see a list of Keywords within the interface, you can ‘diagnose’ them.
The tool will then run diagnostic tests looking at your keywords and ads to see what the status is – you’re hoping for ‘Ad showing now’ status to demonstrate all is well.
There are a whole variety of potential results which you could see within your Keywords tab, but to find out more about any ones you’re not sure on hover over the speech bubble next to the status.
You can also ‘Filter results’ to show only those keywords you are interested in taking a particular action on. To filter you can either use the ‘Filter’ drop down just under the main ‘Keywords’ tab at the top of the page, or select ‘Filter Results’ under the ‘More actions’ drop down – make sure you click ‘Show diagnosis status’ under the tick boxes to see the full list of diagnosis status’ for filtering.
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.