Monthly Archives: November 2009

Key Google AdWords Management Editorial Policies

When running a Google AdWords management account, knowing the key AdWords editorial policies is important. Today, we are going to discuss some that beginner Google AdWords users may or may not know.

1. Spacing – When writing an ad make sure you use proper grammar as far as spacing. Do not put hyphens between every word like F-r-e-e-s-h-i-p-p-i-n-g, or no space after a sentence like Free Shipping.Buy Now. Make sure you at least one space. You do not need to have 2 spaces.

2. Punctuations and Symbols – Do not use a symbol, letter or number is place of a word. Buy Shoes 4 Less is not acceptable. You must spell out “for.” You also cannot use @ in place of “at,” or U instead of “you.” For punctuations, you cannot use more than one exclamation point in an Google AdWords marketing ad, and it can never be placed in the title.

3. Capitalization – Here is a very common policy that is broken quite a bit. You cannot capitalize a whole word. FREE is not acceptable, but what is acceptable is capitalizing the first letter of every word, and is highly recommended.

4. Repetition – Google AdWords editorial policy does not allow you to repeat a word to draw attention to an ad like Free Free Free.

5. Competitive Claims – It is great to think you are the best or #1, but this must be verified by a third party and shown on your website to be able to use this in pay per click campaign management.

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 PPC help.

Help In Your Link Building Efforts For Search Engine Optimization

If you are doing any work for search engine optimization or natural listings you know that competition has gotten fierce, and beyond your on page factors you have the dreaded link building to make you stand out from your competition. There are many companies out there that supposedly do link building, so let’s discuss what you should do and definitely what you should not do.

Things You Should Avoid:

1. The number of inbound links increases dramatically in a short time.
2. Hidden links on your pages.
3. Inbound links coming from irrelevant blogging sites or forums.
4. Receiving inbound links from paid link farms or link exchanges.
5. Linking out to websites that are known web spam sites.

Now what does this mean for your Internet marketing? Plain and simple is avoid doing this. You must really trust your search engine optimization company to create link building for you. many of these links are just devalued to nothing, but there are many areas that are very “black hat” and can do some serious damage to your rankings.

Things You Should Do:

1. Develop your website as a brand and update it consistently.
2. Find industry experts like blogs, forums, media folk, product reviewers, etc and brand yourself with them.
3. Publish press releases with concise information.
4. Publish expert articles.
5. Use social media tools to people that are influential.
6. Launch a blog or forum.
7. Participate in relevant industry associations and events.

Your goal as a company is to strive to be the industry expert while promoting your site. While these methods are not considered the “magic pill,” they are extremely effective.

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 campaign management.

AdWords Editor 7.6.1 Upgrade

Today Google made an upgrade to their AdWords Editor software, which will help with Google AdWords management.

Google AdWords Editor 7.6.1 was released today for Windows and Mac, so let’s take a look at some of the improvements Google made:

1. Ad Scheduling and Location Targeting – The ad scheduling lets you update the times and days you would like your accounts to run, and the location targeting gives you the option to use radius targeting, exclude locations, and target a combination of cities.

2. Add and Update Multiple Campaigns – This is a great feature and must needed if you are an AdWords management company like us that deal with large accounts. Now you can update multiple campaign settings across multiple accounts at once.

3. Promoted Video Ads – AdWords Editor 7.6.1 now allows basic support for YouTube promoted ads. Download your ad into Editor and then you can add or modify ads with CSV imports.

4. Updated Keyword Expansion – With the Internet constantly growing it is no wonder that new searches are constantly popping up that a Google AdWords marketing team has to consider. Now Google AdWords has done an update to their Keyword Expansion tab that now has a link to “include additional terms” that can you can view based on your keyword results. Be careful though. Google likes to push some broad terms that can cause some serious damage to an account if not monitored properly.

For more information on the AdWords Editor 7.6.1 upgrade, check out Google’s release notes here.

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 campaign management.

Google Click Through Rate (CTR) And Pay Per Click Campaign Management

Today, I want to talk about click through rate (CTR) and how this affects your pay per click campaign management at Google.

Click through rate (CTR) is the number of times your ad was clicked on divided by the number of times the ad was shown (impression). Your ads and keywords have their click through rates unique to your own campaign, which is a common misconception.

So why is click through rate (CTR), so important to your Google AdWords marketing campaign? Well, according to Google, and I say this because I see a major flaw in their philosophy, which I will get to later in this blog, is a strong indicator of how relevant it is to a user and thus its overall success as a keyword in your account. A well targeted keyword that has a nicely targeted ad is going to perform better than a broad keyword with a broad ad. Pretty straightforward, and means you should group keywords about a certain product or service into an ad group with targeted ads, hence you have a nicely organized account, which should return high click through rates.

Now here is a problem that I have as an AdWords management company with the Google system when evaluating a low click through rate. According to Google, a low click through rate can point to poor keyword performance indicating a need to optimize the ad or keyword further. These low click through rates will affect your overall account quality score, so Google kind of forces you to not utilize these keywords. There are keywords out there that are that I believe have a huge search volume that are extremely relevant that Google will penalize you based on this system.

Let’s look at an example. A Chicago realtor calls us for some PPC help. A term like Chicago real estate should be a great keyword for her. This keyword has 60,500 searches per month. To keep a 3% click through rate (CTR), she would have to pay for 1815 clicks. At a 2% click through rate, you would pay for 1210 clicks, 1% click through rate, 605 clicks and finally at a .05% click through rate, which definitely would be considered a poor keyword to Google, you would have to pay for 302 clicks. Now to be in the top 3, you would have to pay around $4.80 based on Google’s estimates. So to keep a 0.05% click through rate, your budget would have to be at $1500 a month minimum, 1% click through rate, $3000, 2% click through rate, $6000, and finally at a 3% click through rate, $12000. This is just for one keyword!

I completely understand that this realtor should target specific areas in Chicago to keep the click through rate higher, but my point is this keyword is a great starting point for a customer that does not know the area. Now one thing that I did not point out is the $4.80 is based on the account having a nice quality score. As your quality score gets worse, you have to pay more per click, which makes it even harder to play in that space.

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.

Easier Google AdWords Conversion Tracking Provides PPC Help

Google AdWords is providing even more PPC help with a new even easier conversion tracking interface. Implementing, monitoring and troubleshooting the way you track conversions is now as easy as it has ever been. With conversion tracking being so important to quantify your results it is no wonder that Google decided to make it as easy as they possibly could.

Now let’s take a look at how Google decided to make their Google AdWords marketing even better by updating the Google AdWords conversion tracking interface.

First, let’s login to your account. At the top of the page you have several categories. Go over to reporting and then scroll down to conversions, and click on it. Once you are on the conversions page, you are going to see 3 new tabs pop up. Conversions, webpages, and code. Let’s discuss these.

1. Conversions – This is where you can see all the information about the Google AdWords conversion tracking you implemented, but there are other sections to discuss. “Tracking Status” is where you can look to see if you are tracking properly. “Tracking Purpose,” which let’s you know what you are tracking. A lead, signup, purchase/sale, or view of a key page. Lastly there is “Action Name,” which you can name the conversion you are tracking.

2. Webpages – This is where you will see where on the website the conversion tracking was placed and coming from. This is great information for a PPC management company, because we do not place that code on the site most of the time, so now we can see where it came from.

3. Code – Lastly, but certainly not least, this is where the code is. Without the code, everything we have talked about does not work. Here you can also change the value of a conversion based on price increases or decreases.

If you are not currently utilizing conversion tracking in your Google AdWords management campaign, now is the easiest it has ever been to do it right. If you ever need help or have questions, please contact Google and they can help you, call Windy City Strategies and we can help you, or get more information from this Google blog post.

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, website design and development and pay per click management.

Why Utilize A PPC Management Company?

More and more companies are turning to a PPC management company to help jump start an online advertising campaign. Building, managing and staying ahead of the ever changing search engine marketplace takes time, and if you don’t have the proper knowledge, you can spend a lot of money without any return on investment.

Hiring a PPC management company is extremely cost effective for most companies too. If you were to hire someone that knew how to build and maintain a pay per click management campaign, you are looking at around $60- $70K minimum in salary. Now a PPC management company normally charges a percentage on budget spent, for example, Windy City Strategies charges 13% of budget, so if you spent $50K per year, which is a healthy budget, you would only pay $6500 for the year. How can you beat that? This includes two certified account managers and several assistants at your disposal.

Certifications are extremely important when looking for a PPC management company, because you want to make sure they know their field. These certifications currently are utilized by Google and MSN, while Yahoo had one, but at this time has decided to stop. These certification logos should be placed on the companies website showing that they are a certified AdWords management company or Microsoft adExcellence Member and clickable. The click should take you to the page at Google or MSN showing the companies certification. Stay away from companies that do not have that link. That means they are not certified and most likely took the logo from someone else’s website.

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, website design and development and pay per click management.

Google AdWords Management Comparison Ads

Google announced today that they are rolling out a new feature called AdWords Comparison Ads, which will help your Google AdWords management program even more. The AdWords Comparison Ad program will let users compare relevant ads more easily, and will let advertisers reach the consumers that are looking for your product or service specifically.

So why are Google AdWords Comparison Ads useful? Well, as an AdWords management company, bringing qualified and relevant traffic to our clients sites is our goal, and being able to quantify results is critical, and this is where Google is going to help us even more.

Let’s say you were an insurance company. Is the term “insurance” a good keyword? It is pretty broad as far as insurance, but specific also if you sold all types of insurance, so can it be a good keyword? It is broad, so it will bring lots of clicks, but it is not typically a strong keyword for conversions, until now, possibly.

When a user searches “insurance,” are they looking for auto, home, life, etc? AdWords Comparison Ads will show up and let users specify what they would like and then they can compare rates or companies side by side. If they click on the ad, it will direct them to a page with even more detailed results for the user. If the user finds what they like, they can either call directly or request a quote. Very nice, and of course can be tracked.

The AdWords Comparison Ads are still in the early stages, but again Google is at the forefront of innovation to improve searches. If would like to get more information about AdWords Comparison Ads visit this Google blog.

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, website design and development and pay per click management.