Tips & Tricks

Tips & Tricks To Get the Most Out Of ADWORDS & Bing.

Forget the big talking point of the year, there will be no mention of a pandemic here. What you ALL really want to know is ‘what nuggets do I need to know about PPC in 2020’ Sorry, What’s Your Name Again? I am including this in 2020. But it happened in 2017, or 2018 or 2019 – I really cannot remember exactly when, but it definitely occurred at some point in my adult life. I still regularly refer to them by their old names, so I’m not surprised clients do as well. But in the interests of clarity –  AdWords is now was rebranded in 2020 / sometime in the last 5 years to be known as Googl..
Who thought at the beginning of 2020 we would spend most of the year staring in a real-life version of the film Contagion ?  Well hindsight is a wonderful thing, so this year in preparation for anything that may come up in the future I’ve used some quiet time to rewatch The Towering Inferno and the Poseidon Adventure just in case I pick up any tips that might prove useful on future holidays. It is probably a longshot, but I also watched Jurassic Park. Well, after this year you never know. If anyone had told me at the start of the year that by the end of March, a third of our clients woul..
I’ve compared managing a PPC account to surfing more than once in the past. The comparison being that on a wave you start slowly, build up momentum and enjoy rising and falling sensations or peaks and troughs. The whole time anticipating what lies ahead whilst acutely aware of what is behind you. A lot of this also happens through the life of a PPC account!   Start Slowly It’s rare to build an account that nails it from day one. Depending on your starting point, you may have historical data from an old account, or SEO data which can make the getting up to speed process quicker...
Often reviewing an account, I’ll have a look through the account change history and the sum total of changes made are bid changes. A couple of pence up here, a couple down there. Up one week, down the next. Sometimes agencies do it to justify their fees by leaving a trace in the account. Sometimes people do it because they are probably fresh out of other ideas to improve performance – so best do SOMETHING. HEADS UP - Google Ads is moving towards automated bidding and has been for some time. If you are self-managing your account consider using an automated bid strategy suitable for your goal..
When Google AdWords was launched in late 2000 it was a fairly simple platform. You put a few keywords in, wrote an Ad or two and you were pretty much done. Not so any more, it’s a huge platform with more settings than ever. Even those of us who work with it full-time can find ourselves struggling to remember how to navigate to a particular feature or report.   Taking that into account, you would think that quickly understanding whether an account is working well or not would be more difficult? Well in reality it isn’t, the pulse of any campaign is still the same – the search query report. ..
It’s something that isn’t talked about very much in PPC circles. Possibly it is seen as some kind of dirty, grubby secret that is best forgotten? I’m not sure. Maybe it’s because it is essentially highlighting a weakness in the product we spend our lives promoting the strengths of.  The majority of click fraud can be grouped as either comes from malicious clicking on Ads from competitors and bots to increase click budgets spent, or by advertisers looking to boost their click income on Ad Networks.   Google take click fraud seriously and have their own series of algorithums running, an..
I’ve reviewed so many AdWords accounts for potential clients that I thought I’d pretty much seen it all. Then a couple of weeks ago a prospective client asked me to review their account. They were spending about £5k a month and so I expected to see some level of sophistication in the build. What I found was one campaign, with one AdGroup containing ONE keyword! It’s far more common than I’d like - to see poor quality accounts having been built or managed by other agencies. The most common issues being -  AdGroups filled with hundreds of keywords of varying match types. No one tra..
The Google Keyword Tool is the MAGICAL must use tool which allows you to accurately forecast search volumes for a client. Every client has heard of it and every client wants you to use it to predict their future business success.     We used to crank up the GKT for forecasting a lot and generally the scenario used to run something like this – CLIENT "Can you do a forecast for how many searches are performed for my product / service?" ME "Sure" As soon as I put the phone down or walk out the room I’d think ‘BUGGER, I might need some embellishment here…’ AS time went on ..
I’m starting this post with the conclusion, as I know you are all busy and wanted to save you the bother of reading the rest of the article and then being disappointed to discover that it was all written just to justify the expense of getting an AdWords company like Clickspotters to manage your account. I’m not going to deny that - you’d be right (please get in contact and we will make your AdWords performance SO much better.) BUT, at the same time it might help you to understand why you may have had a bad AdWords experience and how to avoid it in the future, should you be persuaded to try ..
Let’s be honest from the outset, I’m an AdWords advocate living and breathing the stuff so I really want to say ALL BUSINESS (please give me a call with your credit card details) and finish this article right now.  But I’m also pretty honest and realistic, so let’s firstly be honest about what AdWords won’t do. It’s NOT instant. But isn’t it like a tap I often hear? Well not really, unless you have previously built and optimised the account and then paused it for a while. In that scenario you could switch it back on and start getting results pretty similar to when you paused it. But if ..
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