It’s time for our weekly recap. Last week we heard about an update to dynamic structured snippets, filters in image search and Google rigging elections!
Back in September 2014, Google made close variant matching (CVM) a mandatory, default setting for phrase and exact matches, pushing them into auctions for close variants like misspellings or plurals.
However, critical voices have raised that the new close variant match type is not performing as good as the true match type, speaking of more than 50% drop in conversion rates. As a consequence, many advertisers fear that there will be less control over bidding due to an increased volume of waste-traffic that they can’t control. This prompts them to use scripts, which categorise all misspelled variants as negative keywords.
At crealytics we are often asked by our clients to push various promotions within PPC ads. This blog post will investigate whether this is always a worthwhile exercise, or whether it can in fact be detrimental to performance in some cases.
When taking over a paid search account, you have two options: set up a new account or use the same account to post a new campaign structure. If you set up a new account, you get more of a fresh start with Quality Scores and key metrics, while using the same account allows for easier access to all historical data from the old account.
Either way, your goal is not only to continue with the status quo but to improve its performance. Maybe you would like to increase revenue, decrease cost or improve conversion rate. But often you will be faced with ad groups that are overloaded with keywords, landing pages that are way too general and an account that could use a bulk of highly relevant new keywords to improve its performance. Red lights are flashing everywhere and the siren is on full blast as well. You get overwhelmed by all the things you need to do to achieve your goal – and have no idea where to start.
Of course, real account migrations are complex. The restructure can take months, and it would be done in stages, with bid management throughout. But to keep it simple, let’s keep it grouped into some simple steps on how to manage a successful account transition.
It’s Monday and time for our weekly recap. Last week we heard about the new automated extensions for Shopping campaigns, an extra text ad on mobile devices and Facebook surpassing Google in referral traffic.
Placing Google Ads for your own brand name is a good idea for several reasons: first of all, it raises the visibility of your brand above the organic search results. Here, Google Ads have the advantage of being highly customizable and well-suited to users’ search terms. Secondly, advertisers generally bid on ads for their own brands in a “competition-free” environment. This means that conversion rates in this segment are significantly higher than generics, and CPCs – due to the lack of competition- are much lower.
However, as soon as the keyword coverage in your brand’s account grows to include keywords beyond the [exact] match type for your brand name, two things happen: the potential search volume for your account increases, but you increasingly move away from that “competition-free“ bidding environment. By including keywords that overlap with those of your competitors, you run the risk of squandering your profitability advantage (a high click rate and low CPCs) due to an exaggerated increase in CPCs. In this article, I’ll introduce some optimisation measures which can maximize the profitability of your brand’s account.
It’s Monday and time for our weekly recap. Last week everybody was speaking about the founding of Alphabet and its consequences for Google. In addition, we heard about Amazon dropping product ads and AdWords introducing automated bidding solutions for Google Shopping.
Google launched the AdWords policy on remarketing lists for search ads (RLSA), recently announced in the Google Agency Product update. The policy states that
“any data about your customers or visitors that is used in remarketing lists for search ads can’t come from, or be shared with, third-parties.”
Let’s have a look at this in more detail!
Google Shopping is enjoying more and more popularity, and it can also be useful for classic text ad campaigns: The valuable search queries that Shopping provides can be used to profitably develop text ad campaigns. Unfortunately, it still requires a considerable amount of manual effort to determine which Shopping search queries should be included in text ad campaigns.
For this reason, we’ve developed an MCC-level AdWords script which allows users to regularly search up to 25 accounts for valuable search queries from Shopping campaigns and check these against existing keywords in their text ad accounts. The necessary settings for each account can be adjusted using a simple Google Spreadsheet.
Today, I’d like to introduce this script and make it available to you.