Bruce Clay Blog : Paid Search/Online AdsJune 11, 2013
For the paid search crowd!
Prerequisites of Enhanced Campaigns: Mobile modifiers, location and time of day were only available at the campaign level upon first release. They are now also available at the ad group level. They are not available at the keyword level.
Isolate your top keywords in specific ad groups for editorial and bidding optimization purposes. Do this for the tier 1 and tier 2 campaigns at least since it’s a tedious process. You want one keyword per ad group. You can then test different ad copies.
Read more of PPC Best Practices in an Enhanced Campaign World #12B.
May 29, 2013
When conveying critical information about your PPC campaign to your client/supervisor, clarity is often lost in spreadsheets, strategic jargon, and mountains of statistics. As an SEM manager, it is your duty to aggregate data from numerous sources and craft a narrative so that executives who aren’t knee-deep in PPC every day have a solid comprehension of how your campaign is going.
Picture yourself as a medical professional. Doctors need to be able to convey complicated information in an easy-to-digest manner with a palatable delivery. After talking with your doctor, you should have a clear understanding of the problem, the solution, the next steps, and the expected outcome.
Ideally, if your doctor has a good bedside manner, you will come away with a sense of peace knowing that the person you trust has a handle on the situation and they are looking out for your best interests. You should approach communication within the SEM field in a similar manner.
Read more of 5 Techniques for Effective PPC Communication.
March 26, 2013
Recently, my extremely smart colleague Susan Waldes did an interview with Jessica on this blog and Susan made the following statement:
“Great remarketing ads are smart about providing gentle and compelling reminders while being mindful not to overdo the “creepy” factor and make users feel they are being stalked.”
Is Susan right? Absolutely. However, when everyone follows best practices, an opportunity exists for people to get extra notice by bending or “slightly breaking” the rules.
Instead of looking at retargeting ad as a series of identical shots attempting to influence the prospect to come back to the website and make a purchase, they should look at retargeting as an ongoing dialog over the course of 1-30 days to attempt to capture the notice of prospective purchasers in a slightly unorthodox way.
Read more of The Effectiveness Of Slightly Creepy Retargeting.
March 13, 2013
Purna Virji @punavirji heads search marketing for an e-commerce company. Why do we love YouTube? She plays a video of a news segment where a news guy is seeing a Texas rat snake and gets scared and jumps away. Everyone laughs, I scream (out loud…). There’s a myth that YouTube is a branding tool. Not [...]
March 11, 2013
Google Lead Product Manager Surojit Chatterjee is presenting, and starts with intros. When he asks people to raise their hand in response to questions, I see that the audience is made up of really experienced AdWords marketers, most with 5+ years experience. Consumer behavior has changed, even beyond search marketing. Enhanced Campaigns are going to [...]
Marty Weintraub @aimClear is sharing a tactical retargeting field guide for really smart marketers. Every PPC agency in the world is calling themselves a DSP because it’s not really hard to do it. We all want a slice of it. Retargeting is a simple concept. Someone comes to your website, touches you for whatever certain [...]
September 27, 2012
Shopping, browsing and social habits point to a sophisticated modern man. How should you be marketing to him? Some new studies give us clues.
Men are cheap …
Cheaper to advertise to on Facebook. According to a study of click analysis and ad impressions on Facebook ads, male users are an easier audience.
Men click at a rate of 60 percent and have an impression volume of 58 percent. Women, meanwhile, maintain a click rate of 40 percent with 42 percent impression volume.
It gets back to how members of each gender group use the network. Females use the service to maintain relationships. Males are looking to make new relationships. In the latter mindset, men are scanning for any attention-grabbing signals, including relevant and persuasive ads.
August 15, 2012
This session has two great speakers lined up. Starting it off is David Monsees (@DaveIsDynamic), Google Product Management, doing a deep dive into the Google display network, tagging and targeting initiatives, some new in the last couple weeks.
March 20, 2012
Links of London, a jewelry brand has stores in USA, Canada, Europe, Japan. Their iconic products are the Sweetie and the Friendship bracelet, and have given the most problems and the most success. Counterfeiters have tried to capitalize on the brand. A luxury goods study shows that counterfeit sellers divert 120 million annual visits from brands, equivalent to 47% of traffic to a brands’ core e-commerce sites. 1100+ sites contain a luxury brand name in the domain name (cybersquatting).
How does this relate to search?
Traffic lured to rogue sites via paid search campaigns:
- increase cost of branded search terms
- negative impact to overall e-commerce success
- decrease in customer confidence for the brand
Read more of Protecting High-Value Branded Search Terms – SESNY
February 29, 2012
Ted starts and says that there was a good report on Predicting Bounce Rates in Sponsored Search Advertisements. The findings were:
- Quality Score is largely related to CTR.
- When CTR is unavailable, Google uses a proxy.
- Bounce rate is highly predictive of CTR.
- Variable that most correlates to bounce rate is relatedness of KW to creative.
The keyword [bicycle] is related in decreasing amount to:
- itself, [bicycle]
The AdWords tool is unreliable. Protect yourself against it – use other tools.