An AdWords AgencyNovember 2016 - An AdWords Agency
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Archive for November, 2016

Improve Your Click through Rate & Quality Score Part 2

Posted by Ryan in adwords, adwords expert

Tuesday, November 29th, 2016

Last week, we explored improving the Click through Rate (CTR) to drive the Quality Score with a focus on reducing impressions. The other way to approach this is to increase the amount of clicks coming in through AdWords. There are many theories on how to increase the clicks, but only one that almost everyone agrees on.

The concept is simple and straight forward but complicated to implement. Make the headline about the search query and think of this as a conversation. The search query is what the person asked, your ad headline, and to a lesser extent the body of the ads is what you say in response. The search query is simply the words formulated by the person and submitted to the search engine. It is “in their words” what “they are interested in”. If you want a person to respond to your ad or page content the golden rule is to talk about what they are interested in. This may seem easy but trust me it’s not!

Applying this concept starts with separating keywords into smaller Ad Groups. By doing this, the number of variables connecting to your ads is smaller. The goal of this process is a one word to one ad relationship, but the maintenance cost of that can get out of hand quickly. Once you throw in the complications arising from broad match keywords and quality score, variations place a complicated problem on your hands. This is made even more complicated when you consider the matching changes that Google made for close variants.

The common-sense answer to this is to break the keywords into very tight groups of keywords where the variation in keywords will not impact the response to the search. In other words, we want keyword groups that you would write the exact same ad for. This creates more ad groups resulting in different challenges. For example, split tests will lack the volume needed to get meaningful results, so a different testing strategy must be formulated but that is for another tip.

In this process, start with your highest value keywords that have the lowest quality scores, and you will get the maximum return on your time investment.

Improve Your Click through Rate & Quality Score

Posted by Ryan in adwords, adwords expert

Monday, November 21st, 2016

Quality Score and money are the same thing so it is worth paying attention to this number. The bid in AdWords is money times quality score so quality score really is your money. The single biggest attribute in the quality score is the CTR (Click Through Rate) so it’s worth paying attention – assuming you like your money in your bank account rather than Google’s.

CTR is clicks divided by impressions so to move this number you need to increase clicks or reduce impressions. More your CTR and your quality score will follow. Impressions are the number of times your ad showed in the search results. The CTR is how Google converts the billions of impressions they make each day into cash that they enjoy. They make impressions but they sell clicks and the CTR is their efficiency rating; it’s easy to understand why they think this is important. Pay attention to what Google thinks is important and they will reward your account with lower cost and more traffic.

Regularly Conduct an STR

Start by looking at the searches that your keywords attracted and look for ones that probably do not create value for your business. You do this by running an STR (Search Terms Report), formerly known as Search Query Report (SQR), this is a detailed list of the searches that matched your keywords. This would probably be the end of this article if life was really that simple. The reality is that Google often gives you less than 10% of the searches and most of what they report are the ones that got clicks. At the bottom of these reports you will see a line that reads “Other Search Terms” and this loosely translates to the searches Google does not tell you about. The STR is a great source for negative keywords but hardly the end of this process.

str-page-example-11-21

Keyword Planner

The next valuable tool in this process is the keyword planner. This is a tool from Google to help you build out your keyword list but you can download the data and use it to expand your negatives. There are more than a few problems with this tool but it still good for negative keyword research. Just like the STR you download the list and look for patterns to improve your negatives. One of many problems with this is that the data is not really very accurate because it is rolled up to these keywords and the STR compared to this will show you how this really is two very different sources of data.

keyword-insights-11-21

Conduct Searches

Conducting Searches is old school but it still works and is probably the most accurate of the tools commonly available to everyone. In this you conduct a search for your major keywords and look for results that are not related to your business. Then look for patterns you can use to get rid of these pages. This helps push your thinking on the negative keyword list and that is the key to reducing the impressions.

Negative Keywords

You must be careful with negative keywords because they can be silent killers of your traffic. So, they can be your best friend or your worst enemy. Negative keywords are expressed as broad, phrase, and exact just like positive keywords but the match logic is not the same. Broad negative keywords will not jump to plurals, stems, and synonyms like a positive keyword. The only thing a broad keyword will jump to is a different word order. You see giving the negative the same attributes as a positive would negatively impact Google’s earnings and as they say in Vegas “The house always wins”. The phase and exact operate just like the positive keywords before Google got more liberal in the matching rules in 2015.

Our goal in tips is to be short, direct to the point, and immediately actionable; so, we are going to limit this to the discussion of reducing the impressions. If you get rid of impressions, you really do not want your CTR will make your money worth more. In another tip we will cover ideas for improving the click part of the calculation.

Add an Ad Extension Today

Posted by Ryan in adwords, adwords expert

Monday, November 14th, 2016

There are several available additions to your ads beyond the 140 characters and spaces known as Ad Extensions. Ad Extensions can be used to supplement your ad copy and give you an extra opportunity to show extra information about your business to potential customers. The usage (or non-usage) of ad extensions is one of the factors Google takes into consideration as they determine your ad rank.

An ad extension gives your ad more prominence on the search results page, improves your visibility, and gives visitors more opportunities to reach your website. AdWords shows one or more of your extensions with your ad when it calculates that the extension will improve your performance, (however a specific extension is not guaranteed to show 100% of the time). You are charged as usual for clicks if the ad itself or one of the extensions is clicked on.

There are a few different objectives that having ad extensions can help you meet.

Drive Phone Calls

• Call Extensions: This is used primarily for mobile searches and gives people a button which will help drive phone calls. On a desktop device, the call extension will add your phone number to your AdWords ad.

buscot-v2

Find Your Business Location

• Location Extensions: This is used to help your customers find your nearest location. For Location Extensions to work, your Google My Business page needs to be linked to your AdWords account.

ice-cream-parlour-11-14-16

Spotlight Various Parts of Your Website

• Sitelink Extensions: These extensions add links to other pages on your site. The below ad shows an example of what these sitelink extensions look like.

sitelinks-11-14-16

Below is the documentation from Google themselves on the required steps for adding ad extensions to your AdWords account.

google-documentation-11-14-16

The implementation of ad extensions tend to lead towards higher click through rates, which presents you more favorably in Google’s eyes when Quality Score is calculated. In addition, the extensions will help give additional information in for your prospective customers.

No matter which of these extensions is applicable to your business, this is one quick step to make your ads stick out better today than they did yesterday.

Update Your Keyword Matching Settings

Posted by Ryan in adwords, adwords expert

Monday, November 7th, 2016

Today, our focus is going to be on keyword matching settings. To get the most efficient performance out of your ads, you can choose various keyword matching options to get the ideal balance between the Quality and Quantity of Traffic. Adjustments to the keyword matching settings can help improve Conversion & Click through Rates which in turn can help improve the Return on Investment you are getting out of your AdWords account.

The order of keyword match types by highest to lowest volume is as follows:

Broad, Modified Broad, Phrase, Exact

However, there is also an inverse relationship between the highest volume of traffic by match type and the highest quality of traffic. The order from highest to lowest quality is as follows:

Exact, Phrase, Modified Broad, Broad

For example, let’s say you sell acoustic guitars and that you are running a Google AdWords account to help drive business. The default setting for any keyword options is Broad Match. While this has the highest volume, it also has looser matching which means that this is vulnerable to matching you up to lower quality searches. A broad match can jump from singular to plural, stems of the words, order of words, and synonyms. We have even seen it jump languages! For example, the broad keyword of Acoustic Guitar would match up with all of the below searches.

broad-match-11-7

By changing the keyword matching type to modified broad (+acoustic +guitar) it starts to refine which searches you are matched to. The + sign next to the words is a required to convert this to modified broad. For words with the + qualifier in front of it, that word must be in the search. However, the order in which they show up for is not yet relevant.

modified-broad-match-11-7

The next step for tightening your keyword matching settings would be to convert your keywords to a phrase match “acoustic guitar” as noted by the quotation marks. This requires that the word Acoustic Guitar is shown in this order however you can still have words before or after this within the search for your ads to show up.

phrase-match-11-7

The most qualified keyword matching version is exact match which is denoted with square brackets. However, this match type is also going to get you the lowest volume of traffic. In this case, the only time the Search Query will show is for a search for your keyword only.

exact-match-11-7

While this is a change that can be made very quickly, this has the poten
tial to have a very positive impact on the quality of traffic and overall performance of your AdWords account.