Posts Tagged ‘adwords-management’

Google AdWords Releases Tool that Targets Less?

Wednesday, April 6th, 2011

Hyper-targeting. It’s been one of my favorite words the last few years as I continue to explore the depths of online marketing. Like never before, providers like Google AdWords allow you to target your audience to the smallest level of detail.

So, why is Google AdWords now offering a “contextualized” targeting tool that broadens your audience? Well, because sometimes, your hyper-targeted audience simply isn’t big enough. This audience is so small that it’s only using up 20% of your ad budget. And while the ROI on this investment is probably the best you’re going to get, it doesn’t necessarily mean avoiding other options. Using Google Adwords’ new topic-based targeting on the Google Display Network can really broaden your net, and still target a nice chunk of relevant traffic.

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Optimizing Tips for the New Yahoo-Bing Merger

Tuesday, July 27th, 2010

The Yahoo-Bing Merger is upon us. So, does that mean you have to learn yet another search engine optimization strategy? Not really. The moral of this latest news is that if you’re already optimizing for Microsoft Bing, you’re ready.

And you better be. Because Yahoo has already begun testing both organic and paid search listings from Microsoft. In fact, Yahoo reports that 25% of current search traffic may already be seeing organic Microsoft results. Whereas, only 3.5% are currently seeing paid listings from Microsoft adCenter.

The Yahoo Search Marketing Team has also provided some organic SEO tips in regards to the merger as well.

  1. Compare your Yahoo! Search and Bing organic rankings for your keywords.
  2. Modify your paid search campaigns to compensate for any organic changes you anticipate.
  3. Optimize your website for Microsoft, since Bing listings will be displayed for approximately 30% of search queries post-merger.

Not extraordinarily helpful. But if you’re Bing-literate, you’re ready for the merger. If not…find a search engine expert. Full integration should be complete by August or September. And despite a lot of back-end changes, Yahoo’s user-facing interface should remain familiar.

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Posted in Google AdWords, Microsoft, Yahoo, bing | No Comments »

Skype Helps Advertisers Make Customer Conversion Easier

Wednesday, July 21st, 2010

The real secret behind effective customer conversion is making it as easy as humanly possible for customers to take that next step.

And Skype may have just unlocked a major door with its Click & Call ads, supported by Marchex. Now, advertisers across the Web can have their phone numbers highlighted with a blue “Free Call” button anywhere their number is displayed online. A user can simply click to launch Skype and instantly call the business at no cost.

Now, I wish this went one step further. I wish that Skype would create a self-contained application that allowed anyone to use this service without downloading Skype software first. Because once they figure that out, Skype will become the universal communication tool online. Until then though, this is a great leap in the right direction for improved customer experiences.

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Posted in Google AdWords, Pay Per Click Management | No Comments »

Web Search Advertising Comes Rushing Back

Wednesday, July 14th, 2010

As marketing budgets start to trickle back toward normalcy, spending on Web search advertising is getting the bulk of the comeback. Efficient Frontier has reported that spending on search ads increased by 24% during the second quarter, compared to 2009.

This is great news for the search industry, and even better news for Microsoft Bing. Bing’s share of U.S. ad spend grew 54% over the past year, moving from 4.1% to 6.4%. This is a big step forward, however, Bing is still not yet taking any ad spend away from Google, but rather cutting into Yahoo, which dropped from 20.4% to 18% market share.

On the plus side, Bing advertisers are reportedly experiencing a 21% greater ROI with Bing Ads over Google. Meanwhile, Yahoo offers only 75% of the ROI Google provides.

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Posted in Google, Google AdWords, Microsoft, Pay Per Click Management, Search-Engine-Optimization, Yahoo, bing | No Comments »

Understand Google AdWords

Tuesday, March 30th, 2010

With Google Adwords, advertisers can run ads for this business quickly and easily. Just run your ads on Google and their advertising network. It doesn’t matter what your budget is, you’ll only pay when someone clicks your ads.

AdWords ads will be displayed with your search results when a consumer searches one of your keywords in Google. The ads will appear under “sponsored links” in the side column of the search page. This is so you’re advertising to consumers that are already interested in your business.

Advertisers can also show their ads on content sites in the Google Network. You have the option to choose the exact content placements where you want the ad to appear.

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Google Wins Trademark Infringement Case

Friday, March 26th, 2010

The European Court of Justice ruled in Google’s favor in the case that Louis Vuitton brought against the search engine giant. According to the ECJ, Google didn’t violate trademark law when the company allowing advertisers to bid on keywords trademarked by other companies.

The ECJ decided that this is OK as long as advertisers’ identities are clear. The organization also stated that trademark holders should direct complaints about those things at advertisers and not Google. This will help establish AdWords as an acceptable business model.

Dr. Harjinder S. Obhi, Google’s Senior Litigation Counsel in EMEA region, responded on Google’s official blog by writing, “We believe that user interest is best served by maximizing the choice of keywords, ensuring relevant and informative advertising for a wide variety of different contexts.”

Obhi continued, “For instance, if a user is searching for information about a particular car, he or she will want more than just that car’s website. They might be looking for different dealers that sell that car, second hand cars, reviews about the car or looking for information about other cars in the same category.”

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Google Hopes Mobile Ad Rates Beat Desktop Standard

Wednesday, March 17th, 2010

Google feels that mobile ad rates might pass what is now deemed as the industry standard.

According to Reuter, Vic Gundotra, the vice president of engineering at Google, announced, “We hope and believe that there’s even a chance that we could exceed desktop in the future.” This marks the first time a Google representative is speaking highly of our mobile market.

Still Gundotra’s comment could show how much Google is betting on the success of Android and mobile advertising in hopes of beating their competition.

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Google Experiments with Different Google News Design

Tuesday, February 9th, 2010

People noticed a new design for Google News, which is part of an experiment Google is currently running. An employee at Google posted a message in the Google News Help Forum:

At Google, we run anywhere from 50 to 200 experiments at any given time on our websites all over the world. Right now, we are running a small test of a new Google News homepage design. More information about how Google runs experiments can be found here.

Like with any experiment, Feedback is wanted and Google is looking for feedback from consumer’s who have seen the new design. So let them know what you think about the redesign by clicking here.

Someone described the new design as “focusing on a single category of news at a time.” The user can click on a different category to view that. Unlike the current design where many categories are all on the home page and arranged based on the user’s preference. As of now, the feedback for those who have used the new Google News design has given positive feedback.

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Tips and Tools for Expanding Keywords Lists

Wednesday, January 13th, 2010

Google Analytics is used to find the best keywords and move the budget to the highest converting keywords. However, what if you’re looking to expand the keyword lists? This is how you can leverage other free Google tools to optimize your marketing campaigns beyond Google Analytics.

1) Take a look at the best performing keywords from your Google Analytics Keyword Report.

2) Take these keywords and your Web site’s URL and put them into the Search-based Keyword Tool to find the keywords not in your AdWords campaign. This tool is helpful because they’re specific to the site and keywords you define are based on actual past Google queries.

3) For each keyword identified, you can then use Google Insights for Search to see trends in what the world is searching for. Optimize through geotargeting to see where regional interest is highest.

You can also enter your top-performing keywords from Google Analytics directly into Google Insights for Search to identify top-related and rising searches. This tool can also expand your keyword lists to keep them current by staying on top of current and related search trends.

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