Google AdWords and Bing Ads are very effective tools in achieving a number of business advertising goals, but marketers must first become proficient in how to properly use them in order to reap the benefits. Luckily, both Google and Bing offer free online training and certification programs for their respective advertising platforms.
Having passed both the Google AdWords Certification and Bing Ads Accredited Professional program, I have compiled some pre-exam tips to help you get certified! Continue reading Tips to Pass Google AdWords and Bing Ads Certifications
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:
Continue reading Bing Ads Restoring Their Look & Feel
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.
Continue reading The Pros and Cons of Ad Position One
My last three weeks have been pretty busy. Surviving the digital jungle can be difficult when you’re coming from another industry. Digital marketing is a fast-paced and ever-changing environment that demands a high level of motivation and drive, naturally pushing me to go farther, do better, and learn more. Posting for social accounts and optimizing PPC accounts, and studying for the Google and Bing certifications has kept my day-to-day plate quite full. Also, in this time, I have officially become a Bing Ads Accredited Professional!
There have been three main areas in which I have devoted greater amounts of time in order to get the very best results – social media posts and PPC campaign optimization.
Continue reading Welcome to the Jungle Vol. 4 – Surviving the Digital Marketing Jungle
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.
Continue reading Taking Advantage of Seasonality in PPC
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