To date, one of my biggest rewards as a Digital Grease Monkey at Dealer Product Services has been gaining an understanding of Pay-Per-Click (PPC) advertising. If you’re like me and enjoy dealing with numbers and statistics, you will love learning this digital marketing practice. Follow these 10 tips for learning PPC, even if you’re not too thrilled about working with numerical facts and figures. Continue reading 10 Tips for Learning PPC
Category: PPC Strategies
Google recently released AdWords Desktop Editor 11, the newest version of their desktop campaign editing interface.
For those unfamiliar with the Adwords desktop editor, it is a very useful free interface that allows adwords marketers to make bulk account changes, work offline and do just about everything you can do in the online adwords interface. However, some tasks are easier to accomplish in the desktop editor than they are online. For example, I’ve always found the desktop editor is better for making any sort of batch changes, importing/exporting things from accounts or restructuring an account layout. Bing Ads also has a similar desktop editor. Continue reading ‘Impressions’ on Adwords Desktop Editor 11
Philosopher Socrates once said, “the only true wisdom is in knowing you know nothing.” As marketers working in the digital realm, the only thing we seem to know for sure is the unknown. The landscape changes at the drop of a hat…constantly. Yet, studies have proved that early adopters of new technology and trends are the ones who reap the most of their benefits. So staying ahead of the curve does pay off, no matter how relentless said process may be. We’re coming up on another new year, which is the perfect time to start a discussion about what the future of highly successful digital marketing might look like! Every “expert” has his or her own opinion on the subject, so we’ve outlined the digital marketing trends for 2015 that are agreed upon (for the most part) by the movers and shakers in the field. Continue reading Digital Marketing Trends for 2015
We all know those terrible and funny used car dealership TV commercials. The ones where the guy with slicked back greasy hair and a half buttoned up white t-shirt talks about “incredible” deals that you can’t beat! Just like the example above from Discovery’s, Fast N’ Loud (happens to be one of my favorite shows) that is trying to drive in-market brand awareness.
Traditional media like television, is still heavily used for many car dealerships as a channel for building brand awareness. While this may still be an effective way of driving top-of-mind awareness, what a lot of marketers or car dealers don’t realize is that their search marketing efforts accomplish this goal as well.
Ahh…finally…Bing is listening to its users and moving to restore their interface as announced last week. As we learned earlier this year at Bing Ads Connect, this is in result of Bing starting to collaborate and listen to Agencies.
This update will feature:
- Auto-tagging campaigns to more accurately pull data into Google Analytics
- Streamlined Billing Process with online insertion orders
- A new performance indicator tool (Top Mover feature) that will let users quickly analyze ad performance
- Improved interface with simplified navigation helping improve work flow
This new update will start rolling out this week for some users. Here is a quick look at the before and after screenshots of the new Bing Ads design:
One word that comes up a lot in the world of SEM is optimization. Heck, “optimization” is the “O” in SEO. From a PPC Analyst standpoint, I strive to achieve optimal results for my clients paid search accounts. While I love to see my clients ads at the top of paid search results, sometimes achieving an average position of one isn’t all it’s cracked up to be. Sure, different campaigns have different objectives and there is variance from industry to industry. Truth be told, an average position of one is not always the most cost-effective position and there are other things to consider.
Search metrics often affect each other to form an ecosystem. For example, ad position has an effect on click-through rate (CTR). If an ad is position six, it’s generally going to have a lower CTR than an ad in positions one through five, regardless of how compelling and relevant the ad. Most people won’t even read six ads before clicking. Some people might click on the top ad assuming it’s the relevant ad without more than a glance.
How natural speech tech and content can make or break you, and how to properly assign credit in automotive search engine marketing
While SMX Advanced Seattle Day One was filled with useful SEO, PPC and Social Media nuggets, the second day of the digital marketing conference had a bit of a slower pace, but still plenty of lessons for both the novice and veteran search engine marketer. The biggest takeaways were, again, that natural speech is coming and quality is better than quantity in content. While these two ideas were already set in stone prior to SMX, the conference further reinforced these ideals.
Seasonality affects most businesses, hence it’s important for paid search marketers to keep seasonality in mind when planning PPC strategies and budgeting. Below are some ways to take advantage of seasonality when planning a campaign:
- Bid on relevant seasonal keywords
- Write seasonal ad copy
- Think about how seasonal weather affects your campaigns
- Use industry trends/historical data when planning campaign strategy
Bidding on relevant holiday keywords and writing holiday specific ad copy can be a great way for some businesses to take advantage of seasonality. A flower company running ads in early February would likely see higher CTRs by creating Valentine’s Day-specific ad copy than they would if they just ran broad flower related ads. Keep in mind that relevant and timely ads resonate with consumers.
I’m throwing it back this Thursday for #throwbackthursdays or #TBT, depending on your preference, to our recent visit to Bing Ads Connect in Chicago. Yes, I know it’s not that far of a throwback, but since it’s top of mind, I’d thought I’d share some key takeaways and highlights of the event.
Bing Improvements, Search Strategy & Resources
Slowly, but surely, it’s getting better…
Whelp, we’ve spoken and it looks like Bing has listened. So far, there have been 90-plus feature updates. While their interface and editor may not be Google Adwords worthy… They are still vastly better than before.
Continue reading Bing Ads Connect Chicago – Key Takeaways
The Google Adwords Keyword Planner Tool was recently updated. While the keyword planner has several functions, the traffic estimator is the real bread and butter of the Keyword Planner. Unfortunately, the traffic estimator has let me down in the past with its highly inaccurate estimates. Since the keyword planner was recently updated, I decided to give the traffic estimator another chance and it appears to be more accurate at predicting impressions and some of the new features are a step in the right direction. However, the traffic estimator is still far from perfect.
The most important function of the traffic estimator is its ability to estimate traffic. Despite the fact that it’s just an estimator, I do expect a certain level of accuracy. Fortunately, the estimator is much improved at predicting how many impressions broadmatch keywords will receive. While the tool is good at estimating impressions, I don’t think it’s safe to put much weight in the tool’s ability to estimate clicks, CTR, average position, etc. Those KPIs will be highly dependent on how you set up the campaign, your bidding strategy, how compelling your ad copy is compared to your competitors, etc.
Continue reading Updated Adwords Traffic Estimator still leaves much to be desired