Monthly Archives: June 2009

Google AdWords Management Contexual Targeting Part 2

Let’s continue discussing how to properly do contextual targeting. We will discuss things you should do to make sure you are doing Google AdWords management properly.

1. Create separate campaigns for search targeted ads and content targeted ads. We discussed this in our previous blog post.

2. Set your bids at the ad group level. Remember that the search terms you have in your account are “themes,” so it does not help to change bids at the keyword level.

3. Base each ad group on a single theme. If you are going after cat supplies, go after that theme. Do not stray into pet supplies. That should be its own theme in another ad group.

4. Test different ad formats. With Contextual targeting you can use text, video or image ads. Different sites allow different things, so make sure to at lease upload and image and text ad. Video is a little tougher to create.

5. Point all ads in a specific ad group to the same destination URL, and the more specific the better. This is self explanatory, like creating specific landing pages in search.

6. Create short theme lists. You don’t need to have hundreds or even thousands of keyword to make your point. Use 10 – 15 words to get your theme across.

7. Use negative keywords. This is a common misconception. You still want to add your negative words, so they can best place your ad on proper content pages.

8. Write specific and compelling ads. Same as search. Make sure you entice the customer to click on your pay per click management ad. Of course, do A/B testing to measure success or failure.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Google AdWords Management Contexual Targeting

The key to a successful Google AdWords management account is to understand the key differences between search and the content network. Today, we are going to talk about content network targeting and strategies for building and tracking your contextually targeted campaign.

Contextually targeted ads appear on content pages and properties, while search targeted ads appear on search sites. For contextually targeting, Google AdWords marketing looks for themes of the keywords in an ad group, and then decide whether they will show your ad for relevant content. If your theme matches the content theme of a page, then your ad may show.

Since keywords for search and content are analyzed differently, it is best to separate your Google AdWords advertising two campaigns – one for search and one for content. Remember that Google AdWords automatically activates you for both when you turn on your campaign. You manually have to turn off content or search depending on the campaign you have created.

In our next blog, we will discuss the do’s and don’ts for content targeting.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords management with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Pay Per Click Management and Writing Targeted Ad Text

The key to a great pay per click management account is being able to write targeted ad text. A clear and compelling ad is needed to drive a potential customer to click your ad, or you are just one of the other ads, and you do not want that.

Let’s take a look what is needed to write a clear, well-written, specific and compelling ad.

1. Make sure you have a call to action like buy, purchase and order. Try to stay away from find or search, because that implies that the customer is in awareness or interest mode, and does not encourage the potential customer to click the ad.

2. Include the searched keyword in the title, since that is what the customer is looking to find. The search engines will bold it also, which will help your pay per click management ad get noticed.

3. Have the ad relate to the landing page that they will go to, because you do not want to mislead the customer. Doing this right will help in your sales cycle and help with Google AdWords advertising quality scores.

4. Make sure your ad gets to the point and fast. You have limited space, so make sure you say what needs to be said.

5. Write more than one ad, because you want to do a/b testing to see which ad performs better, and keep improving on this every couple of months.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Pay Per Click Management and Why You Need It.

So why do you need to use pay per click management services? Well would you believe me if I said that you can do this:

1. Create targeted ads specifically for customers looking for your products or services.
2. Avoid showing your ads to people you won’t buy your products or services.
3. Obtain the maximum return on investment for your Internet marketing.
4. Almost instant access to millions of people worldwide.

Sounds good right? Well it is cost effective too.

You can pay by either clicks or impressions, and you can decide how much you would like to pay for that click or impression, and you can set a budget that you won’t go over, and increase or decrease it at anytime.

Almost instantly you can be showing for customers looking for your product or service at the exact moment that they want it. Crazy. It’s even crazier to think that most businesses don’t utilize a service like Google AdWords advertising, Yahoo Search Marketing, or MSN AdCenter to grow or be noticed.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Google AdWords Marketing Daily Budget

Your Google AdWords marketing budget is the amount of money that you want to spend on a specific campaign daily. Google will make sure to show your ad as much as possible to maximize your budget.

Now to make sure you maximize your daily budget Google AdWords advertising gives you a recommended daily recommended budget to within your account. These numbers are based on Google’s historical data that they have on the search terms that you are bidding on. This recommended daily budget is only a recommendation, so it is not set in stone. Searches continue to increase every year, so if you need help with this, try to utilize some AdWords management services.

If you don’t utilize the recommended budget, you can still advertise of course, but your ad may only show intermittently. Google is great at budget smoothing, which means they will not show your ad sometimes, so you can show for the whole day, instead of spending all of the budget immediately.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords marketing with our industry leading Internet marketing consulting, search engine optimization and pay per click management.

Microsoft Bing Tries To Unseat Google AdWords Advertising

You have seen the ads lately with Microsoft attacking Apple, and now Microsoft is trying to unseat Google AdWords advertising‘s stake in search engine marketing with Bing. The software giant is set to launch a $80 million to $100 million campaign to try and gain back some online marketing share. This is an extremely large budget for a national roll out, so Microsoft is putting in a lot of effort to make waves in the Internet marketing world with the budget being spent on radio, TV, print and online.

To compare advertising dollars, Google spent a total of $25 million dollars with almost half of it going towards recruiting, so this is by far the largest assault they have ever seen. Now the problem is how they are going to get consumers to change, and insiders have said that Bing is not going to attack Google AdWords marketing and Yahoo directly, but convincing people that search is not working as well as thought and Bing solves this problem. A big challenge for Bing indeed.

So the question I have for everybody is, “Do you think search sucks?” If you don’t, will you still try Bing? Well the latest statistic says that 65% of people are either satisfied or extremely satisfied with online marketing. Good luck Bing.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and pay per click management.

Google Adwords Advertising and Google Adwords Link Policy

The Google AdWords link policy pertains to the display URL and destination URL, and more specifically how your website performs once someone is on there. Now when we say perform, that could mean a lot of things, but here we are talking about functionality with your Google AdWords advertising and website.

First off your display URL should give potential customers a clear idea of where they are going once they click your ad. Don’t sell books and say you are amazon.com or sell insurance and be allstate.com. Google AdWords advertising will stop the ad your are running, which means unless you have another ad with the correct URL, you are not showing.

Now let’s say your display URL is fine, but your destination URL is not. Is the page they are landing on not working or under construction? If so, you are paying for clicks that are useless. Also make sure that you don’t need a program to open the page.

Now once they are on the page, is there a pop-up? If you do, you can get around the Google AdWords marketing editorial team for a little while, but you will get caught, and your ad will be disapproved. Pop-ups are annoying and most people have software to stop them anyhow, so don’t use them.

Make sure the back button works once customers are on your site. The customer should make it back to where the Google ads are located within one or two clicks. If not your AdWords management services are going to be disapproved again. Remember not to mislead customers.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords marketing with our industry leading Internet consulting, search engine optimization and pay per click management.

Pay Per Click Management and Yahoo Search Marketing Keyword Matching Types

Today, I am going to discuss Yahoo Search Marketing keyword match types. Yahoo is very different from pay per click management with Google AdWords and MSN AdCenter, as there is a lack of control with keywords, because they try to automate this on their end. Google and MSN believe that you should have several different variations on keywords, and each will bring a different result, and they are right. For example Jackson Hole real estate and real estate Jackson Hole are the same customer, but real estate Jackson Hole has a lot less traffic, and you can really capitalize on this. Yahoo believes these are the same keywords. They are wrong. We will get into the two keyword match types they use, but here is another example. Safety vest and safety vests are considered the same word. If you were a business selling safety vests, with Google AdWords advertising and MSN AdCenter we can keep safety vests higher than safety vest, because we want the bulk orders over the single order. With Yahoo Search Marketing you don’t have that option.

Well let’s get into the two keywords variations that Yahoo Search Marketing offers:

Standard Match Type: A standard match happens when a customer enters a search term that is the same as the term you have bid on.

If you advertise on the keyword “safety vest,” your ad may be displayed for the following search queries:

* safety vest (same)
* safety vests (singular/plural variations)
* saftey vests (common misspellings)

Advance Match Type:

The Advanced match type displays your ads for a broader range of searches related to your search terms, titles, descriptions, and/or web content.

If you advertise on the keyword “safety vest,” your ad may be displayed for the following search queries:

* safety vest (same)
* safety vests (singular/plural variations)
* saftey vests (common misspellings)
* buy a safety vest (in a phrase)
* safety or economy vests (separated by word(s))
* vests for safety (in a different order)
* economy vests (sub-phrase query)
* vests (general/broad query)
* economy safety vests (specific query term)
* ‘Brand A’ safety vests (specific query term)

As you can see Yahoo Search Marketing takes away most of the creative that you need to have a successful Internet marketing campaign. What would happen if safety vest converts well, but only single orders, so you have to lower bids, but economy safety vests converts great? You can’t split those keywords up which Google AdWords marketing and MSN adCenter allow you to do to make your rate on investment increase. This is why Yahoo is losing more and more share in the pay per click management world.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your online marketing with our industry leading Internet consulting, search engine optimization and pay per click management.

AdWords Editor 7.5.1 For Windows and Mac

Google AdWords has released version 7.5.1 of AdWords Editor to make your Google AdWords marketing much easier to use. Let’s take a look at several of the new features that is now being offered.

1. CSV File Imports – You can now import csv files directly into AdWords Editor after you have downloaded a file and done changes on a spreadsheet.

2. Downloading or Updating Selected Campaigns – Sometimes you just need to do a few things to a campaign or more, but you had to download your entire Google AdWords advertising account and that just takes a long time if you have a large account. Well Google AdWords Editor to the rescue, as now you can download the campaign or campaigns that you want to edit only.

3. Keyword Opportunities Tool – This is by far the best part of the new update as you can now view and organize new keywords by categories, so you can quickly find keywords that are relevant to your Google marketing account in the search based keywords tab. Also volume and competition are now included when you export or copy keywords, and you can add terms as negative keywords, keywords or campaign negative keywords.

Well that is the main updates for AdWords Editor 7.5.1, and if you have more questions on some of these great tools, please visit this Google AdWords blog post.

Windy City Strategies account managers have been in the Internet marketing industry for over 10 years and will improve your Google AdWords marketing with our industry leading Internet consulting, search engine optimization and pay per click management.