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AdWords Archives - Bruce Clay, Inc. Blog

May 26, 2015

AdWords 101: Keyword Research Tool 1-2 Punch — How to Use Google’s Keyword Planner Tool & SEOToolSet Keyword Suggestions Tool

keyword research tools pack a punch

This post dives into two powerful keyword research tools: the Google AdWords Keyword Planner and the SEOToolSet Keyword Suggestions tool. SEMs have come to love these tools because they get to the heart of search terms that people may — or may not, as your research can show — be using to look for you and your competitors.

Both the AdWords Keyword Planner and SEOToolSet Keyword Suggestions tool are especially useful if you find yourself in any of the following scenarios:

• Researching keywords if you’re starting from square one: If you’re starting keyword selection with a mostly blank slate, get keyword suggestions based on seed keywords and info that helps you decide if it’s a good keyword (i.e., competitiveness and popularity of search use).
• Vetting keywords by checking to see if they’re actually used: If you want to vet a list of SEO or PPC keywords, check to see how much people actually use them to search with all sorts of filters and compare-views.
• Expanding your keyword list with new, relevant keywords: If you already have a list of SEO or PPC keywords, you may want to expand your list with opportunities you’re not currently aren’t aware of.

Start this lesson of AdWords 101: Keyword Research Tools.




May 11, 2015

AdWords Upgrades! Mobile Ad Formats, Cross-Device Conversion Tracking, Plus Automation

StepInsideAdWords

Google AdWords super charged the search advertising platform in three exciting new ways announced last week. For our SEM management clients, we wanted to share the new ad formats, automation tools and measurement capabilities we on the Bruce Clay, Inc. SEM team will be putting to work on your campaigns in the coming months.

• New mobile ad formats for shopping, hotels, autos, finance, with more verticals on the way
• New tools to track conversions that happen across multiple devices and advanced attribution models that give credit beyond the last click
• Automated solutions for bidding and dynamic ad serving

Read about the ways your business will benefit from these enhanced tools, reports and AdWords upgrades!




April 29, 2015

How to Improve Quality Score without Modifying Your Landing Pages

Quality Score AdWords

We at BCI take Quality Score very seriously. After all, it has a direct effect on your ad positioning and how much you spend per click! Having a good Quality Score is a must for any account, however, it can be difficult to optimize for. What works for one account might not work for another, and some things aren’t in your control as the SEM account manager — most notably, landing pages which can require members of design, development or IT to update and manage. Thankfully, there are other components that contribute to Quality Score that are in your control and can make a big difference.

We recently accomplished Quality Score improvements for one of our clients by addressing CTR and ad relevance alone — things you can do, too! Here we get in to how we were able to achieve it, but first let’s understand Google’s formal definition and the components of Quality Score.

Read more of How to Improve Quality Score without Modifying Your Landing Pages.




April 17, 2015

Tips for Getting the Most out of Call-Only Ads in Google AdWords

google adwords tools

Mobile optimized sites have been all the rage since Google’s explicit February announcement that mobile-friendliness will be used as an organic ranking signal starting April 21st. However, Google has not forgotten about the original purpose of mobile devices — phone calls. In February, Google made it easier for advertisers to engage smartphone users with call-only ads. Although call-only campaigns are fairly new to Google AdWords, there are certain steps you can take to get the most out of them.

Read on for tips on getting the most out of the setup, optimization, and reporting of call-only ads.




October 6, 2014

Opportunity Alert! Ask Google AdWords and Analytics Questions in Person at BCI’s Pubcon Booth

ASK GOOGLE AT PUBCON

How often can you chat search advertising face to face with Google? Google representatives are answering your questions in Bruce Clay, Inc.’s Pubcon booth 207 on Wednesday, Oct. 8, from noon to 2 pm.

We’re excited to be hosting this special in-person opportunity with Google as part of the Google Partners program. Google’s experts will be answering questions about:

  • Current and recent AdWords announcements or features, such as callout extensions and phone tracking
  • Google Shopping, the transition from PLAs along with holiday or seasonal AdWords advice
  • Google Analytics best practices as they apply to AdWords campaign management
  • Leveraging Google Analytics to improve AdWords performance

If you don’t already have plans to attend Pubcon, we’ve got you covered! Get 20% off registration with the code rc-1330920. Read the full post for all the details.




August 29, 2014

Complete PPC PLA Shopping Campaign Crash Course ─ Conversion Deadline Sunday!

mycatkins-lightbulb-clouds-text-overlay-small

Before you start packing up and traveling with family, remember that August 31, this Sunday, is the last day to upgrade your Product Listing Ad (PLA) campaigns.

Don’t panic!

In efforts to make this weekend much more enjoyable for you, here are some tips on upgrading to Shopping Campaigns I think will shine light on the “phases” that take effect in September if you do not upgrade your PLA campaigns.

Read all our tips and resources for AdWords Shopping Campaign conversion and find out what happens if you don’t manually transition your PLA campaigns in our Complete PPC PLA Shopping Campaign Crash Course.




August 20, 2014

Preparing Your Holiday PPC Campaigns ━ AdWords Changes Since Holidays 2013

holiday shopping at the mall

Ho ho ho! Tis the season to be campaigning. It’s that joyous time of year again to start planning and preparing for Cyber Monday, Black Friday and other holiday campaigns. For marketers and retailers across the globe, the holiday shopping season is upon us. And your holiday PPC campaigns need to be ready long before your customers start to get their shopping and bargain hunting on. In case you’ve been hibernating in a bat cave since Valentine’s Day, here’s a rundown on everything that’s changed in PPC since last Christmas when you gave your ad dollars away:

  • PLA campaigns replacing Shopping Campaigns by end of August
  • New campaign management tools
  • New and improved ad extensions
  • Flexible conversion counting

Learn the full details of all the changes in AdWords since the last holiday season in Preparing Your Holiday PPC Campaigns.




May 27, 2014

8 Actionable AdWords Tips for PPC Managers

Attention PPC Managers: these AdWords Tips will help your campaign take off!

Any successful PPC manager will tell you the same thing: a solid account structure — built on a firm understanding of your website’s navigation and existing performance data — is the basis for improved reporting, budget management and, most importantly, performance.

But successful PPC managers will also tell you that this is only the beginning — in addition to a solid account structure, there are many ways to improve your results and create a highly successful campaign. In the years I’ve spent managing SEM campaigns for both national and international companies, including Inc. 500 companies, I’ve come up with 8 actionable AdWords tips that will help PPC managers skyrocket their campaign’s success

Read more of 8 Actionable AdWords Tips for PPC Managers.




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