Another reason to have device-only targeted campaigns – in this case for tablet targeting. I’ve seen this happen enough in my own accounts that I’ll bet the same is true with everyone: ads that are above the fold on tablets have a click-through-rate up to 10x higher than below the fold. Take any existing campaign […]
Prioritizing Brand and Non-Brand Keywords In Paid Search
The below diagram breaks out the distribution of keywords that drive the most sales from Head to Mid-tail to Tail. A few “Head†keywords will drive the majority of sales, these are typically your company’s branded terms like: Burton snowboards, Volcom, etc. Everything besides the Head keywords are non-brand keywords. Non-brand can be broken up […]
Device-Only Targeted Campaigns In AdWords
With nearly 7 percent of all digital traffic in the U.S. consumed away from computers, your paid search ads need to be targeting both smartphone and tablet devices on top of desktops if you want to maximize your reach. Tablet users who visited e-commerce websites in 2011 spent 54% more per purchase than smartphone visitors […]
Organize Ad Groups By Ads Not Keywords
Ad text should guide the organization of ad groups and account structure, not keywords. Traditionally, people start their account structure by organizing their keywords into themes and then the keyword themes get placed into ad groups. At the very end they try to write ad copy for each ad group that will try to be […]
Using AdWords Filters For Optimizing Keywords
The filter function in AdWords is pretty powerful. Definitely should be one of the first steps in discovering opportunities and diagnosing problems. Here are a few of my favorites: This one helps identify low hanging fruit. These keywords have great quality score, low CPA but just need a little increase in bid to get to […]
Analyze Search Terms On Paid Search Landing Pages
Is the keyword you’re bidding on in AdWords a good match for the landing page you have chosen for that keyword? And if not, (after looking at low conversion rates or high bounce rates) what landing page would be better? One way to find out is to see if the visitor does an internal search […]
AdWords Account Structure Flowchart
There are endless ways to organize the structure of your AdWords account. I put together this flowchart to help get the process started. Its easy to see how complex an account can be if you sell multiple products, in multiple locations, for products that all have different uses and seasons. Tweet
Keyword Discovery Using Customer Reviews
I took all the customer reviews from this drill on Amazon and plugged it into Wordle to get this visual representation of the most frequently used words: If you already have a good handle on how people describe your product this might not be of much use but if you’re racking your brain to come […]
A Few Cool AdWords Automated Rules Examples
I’ve been playing with the new AdWords automated rules ever since it’s been released, here are some ideas I’ve come up with on ways to use it: If you have an account with a lot of keywords you probably did a lot of work and research to get all those keywords in your account. But […]
What Is Keyword Research?
Keyword research is finding keywords with the right balance between relevance and popularity to use towards getting your web page more targeted visitors. Keywords that are very specific and relevant tend to have less competition and therefore, are easier to rank higher for. Broad and generic keywords are searched for more often and therefore, are […]