17 06, 2011

Time Saving Features in Adwords Editor: The Copy and Paste

By | 2017-08-08T08:35:44+00:00 June 17th, 2011|Categories: PPC|Tags: , , , |

I remember back in the day, stumbling upon a neat little tool called “Adwords Editor“.  And it was like the sky broke open, angels sang, and the gods smiled down on me. Once I used it, all I could say was: WHAT. A. FIND. Unfortunately I made this find after having a co-worker do a tremendous and tedious account overhaul manually is Adwords, but let’s not talk about that.

Anyway… we all know how Adwords Editor saves us time creating, managing, and editing PPC accounts. But there are even more features once you get into the nitty-gritty of Editor that are worth being aware of. And today I’d like to talk about the most simple of these: copy & paste.

The Copy and Paste in Adwords Editor

Yup. Good ol’ copy and paste. So, we all know you can export all or parts of an account using the “Export” feature under “File”. But what if you want to manipulate something super specific, like ad copy and keyword destination URLs? Exporting this is difficult and even impossible in some circumstances. Well,  copy and paste to the rescue!

How to Use Copy and Paste in Adwords Editor

Simply Control + C or Shift + C (depending on whether you’re selecting choice data or all data in a group) and Control + V into Excel. All data, including headings, will be pasted. Now do your thing with edits. Save as CSV, making sure your headings match, and import into Editor. Review and approve edits. Done! Now wasn’t that easy?

 

This method has served me particularly well in making large, sweeping changes to ad copy. Give it a try and check back again for more tips on our beloved Adwords Editor!

 

~Andrea

 

 

 

30 12, 2010

Tips for Creating an Effective Image Ad Campaign

By | 2017-02-23T17:46:25+00:00 December 30th, 2010|Categories: Web Development|Tags: , , , |

1)      Consistency with the theme is so important. Make sure that the images, offers, and text content you include on your graphic are highly visible on the destination landing page so that visitors don’t feel lost when they arrive on your site.

2)      Don’t negate the necessity for testing. Things can always improve.  Why not create future ads by learning what did and did not work for the ads in the past.  HINT: Here is where Google Website Optimizer comes in handy! Always think about your options in the following areas:

  • The Call to Action:
    • wording,
    • color,
    • shape,
    • size,
    • prominence
  • The Point of Action Assurances:
    • Should you include a verification logo for secured online purchases?
    • Should you include a privacy policy?
  • The Font You Use:
    • Which font should I choose?
    • Can my demographic read it easily?
    • If this is a mobile site, can they read the text of the ad?
    • Should I make it bold or italic?

Remember, what looks good on paper doesn’t always look so good online.

  • The Headline Message
    • Should you use punctuation?
    • Should you include an explanation of benefits/features?
    • Does it need to evoke emotion?
    • Should you ask a question?
  • The Graphic
    • What size/shape should it be?
    • Would the ad be more effective if there is an image of a person present for a relatable personability factor?

Remember, if you are going to have an image of a person, make sure that their eyes are facing forward to increase the false connection.

3)      Always track your destination URL. If you are new to this, use this link to help you build it.

If done right, an image ad is a great way to target your audience.  It is more visually attractive than a text ad, and is usually larger and easier to see and gain an impression.  You can also draw a visitor in by telling a story through basic animation.

17 11, 2010

Affiliate Marketing is the Bee’s Knees!

By | 2016-11-23T11:20:48+00:00 November 17th, 2010|Categories: PPC|Tags: , , , |

What are you waiting for?  Stop putting all of your eggs into the traditional PPC baskets of Microsoft and Google and start entering the brave world of Affiliate Marketing Programs.

Here are reasons why:

1)      You can easily extend your marketing reach by letting others entice your market.

2)      PPC keeps getting more expensive, and money doesn’t grow on trees.

3)      Affiliate Marketing removes the need for budgeting guesswork as long as you know your margins; you set up your affiliate offers and pay a standard, set amount with each conversion.

4)      Even Google is doing it!

Affiliate Marketing rocks because you only pay when a sale occurs.  This method is a safe way to give your online marketing efforts unprecedented leverage.  Instead of just relying upon your own online marketing efforts like PPC, SEO, SMS, etc., you can have the force of an entire network of affiliate sites working to promote your products, specials, coupons, and more!  An affiliate program will help you reach hundreds, if not thousands, of targeted, affiliate websites for free impressions and clicks.  Again, you only pay when you have a conversion!

Have I convinced you yet?  I hope so.  I also just wanted to add that while Affiliate Marketing Campaigns are highly cost effective since they are the closest means to a true revenue-sharing model, don’t stop conducting your other online marketing efforts.  PPC, SEO, SMS, and the other important three-letter acronyms are still necessary. To keep you stacking the SERP results and have a presence, this way just helps you saturate the market and provide numerous incremental sales.

The best four stateside affiliate networks include the following:

1)      Commission JunctionThese folks are the largest network stateside and have really innovative materials.  The fee is a bit more, so if you join them, you should probably be selling more than bags of peanuts.

2)      LinkshareThey have fantastic tracking tools and reports.

3)      Google-We all know about them.

4)      Share a Sale-Their API’s are great, and they are really pushing the envelope on video implementation. Their startup cost is low, and their customer service is great.

23 09, 2010

Regular Adwords Reports That Lead to PPC Bliss

By | 2020-02-04T10:26:00+00:00 September 23rd, 2010|Categories: PPC|Tags: , , |

One of the most common blunders of PPC is over management—making so many changes that you don’t give any change a chance to have an effect or making so many changes that it’s impossible to make definitive conclusions. Following the schedule below allows me to prevent myself from over-managing and ensures that I keep abreast of trends and regular maintenance. Change the schedule as you see fit but still make sure you run these reports. They’re important—for your sanity and the healthy of your account!

Weekly

Ad Copy: Check to make sure CTRs are healthy. Pause under-performers. Run new test in their place. Have no more than 3 ads running per ad group. If it’s a busy week, I will leave ad groups with healthy CTR alone—no testing; if I have time, I will try to improve on them. I don’t make any decisions on results until there are at least 500 impressions on an ad. The impressions your account receives will determine if this will be a weekly or bi-weekly task.

Monthly (Beginning of Month)

Reduce Keyword Bloat: (Done before adding any new KWs for the month) Import previous month’s data into Editor. View all keywords at the account level. Sort by impressions. Delete low impression keywords. What “low impression” means depends on your industry’s volume. I usually start with keywords with less than 30 impressions a month since it means that that keyword gets less than one search a day. Lower search volume accounts will have a lower threshold. I leave low volume keywords with clicks >1 alone.

I do a similar exercise for high volume keywords with no clicks, since these words decrease overall CTR and thus, quality score.

NOTE: It is important to understand the order in which you do this work. If you remove bad volume keywords AFTER adding new ones through the search query report (below) you will have a hard time sorting and figuring out which words are bad in volume versus just recently added. For simplicity’s sake, always reduce keyword bloat first!

Search Query Report: Automatically schedule to run the first day of each month for the previous month’s search queries. I use this report to add keywords, upgrade match types to phrase and/or exact, and add negative keywords.

Day Parting/ “Ad Scheduling” Report: If I use day parting in an account, I will check the previous months day part trends to the previous 3 month’s average to see if there are any shifts in CTR, CPC, CPA, or Conversion Rate. I do this for both Day of Week and Hour of Day. I take this information into consideration for the coming month’s management. Rarely will I make a change unless there is a serious shift or a shift trend I have noticed month-over-month.  I try not to make changes until I see data from the Quarterly Day Part Report.

Impression Share Report: More informational than anything, I use this to see what the search volume of the market was like for the previous month and what slice we got. If slice was low/high, I investigate why.

Quarterly (Beginning of Month)

Day Parting/ “Ad Scheduling” Report: If I use day parting in an account, I will check the previous 3 month’s averages to see if my current day part scenario is the best. If hourly or daily trends have changed, I adjust the account accordingly. When this report is scheduled, it trumps the Monthly Day Part Report.

Ad Group Report: (For accounts that max out on budget each month, I do this monthly. On accounts with unlimited budget, I do this quarterly.) Import previous 3 months worth of data into Editor. At the campaign level, sort ad groups by cost/conversion. Ad groups with no conversions or high CPA get paused or noted as areas of needed work. Repeat offender ad groups get paused indefinitely. Sometimes if I feel an ad group might be getting a bad rap, I go deeper into the ad group’s keywords to see if I can find specific offenders that are bringing the whole ad group down. I either delete or pause. If I delete, this keywords becomes an ad group negative.

Overall this should keep your PPC account trim and healthy, worthy of high impressions and quality score. I schedule these in Outlook so that getting them done is a no-brainer. I suggest you do the same.

Good luck!

Andrea

12 12, 2009

Best PPC Call to Action Keywords

By | 2020-02-04T10:16:03+00:00 December 12th, 2009|Categories: Web Development|Tags: , , |

Call to action

What are the best call to action keywords? Of course, the real answer is that you will need to do your own testing to find out what works best for you.  But where to start? What are some good CTA’s I can use to begin testing with after I figured out how to write a Google ad? Click here.

Fortunately, MSN has released some helpful data. Back in 2006, a microsoft research team lurked around and came up with a list of keywords that were proven to improve click through rates. They also provided a listing of keywords that did not.

 

 

    Best Call-to-Action Phrases

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    Not so Good Call-to-Action Phrases

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I’m surprised that this information is not talked about more in ppc blogs. MSN has been very forthcoming with their adCenter data. Their blog provides extremely helpful pay-per-click info that is backed up by adCenter research analysis.

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

In upcoming days, I’ll post about where to place your keywords in your ad text and why are those Amish fireplace ads so successful?

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