Tips & Tricks

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

There are so many tools and tricks available in AdWords, especially for more advanced users. One of those tools is to use Dynamic Keyword Insertion (DKI). This allows the Advertiser to replace the fixed text in the Ad with the search term or variant of the term the user typed in. This can help make the Ad appear more relevant, and improve the CTR. Combining DKI with a variety of broad search matches can help scale an account quickly or cover more ground for an e-tailer with a large inventory. Probably no ecommerce operation has a larger inventory than Amazon and to continue to drive traf..
The search terms report is one of the most used reports in AdWords. It allows you to identify the exact search phrases that were used to trigger Ads, and from this the account performance can be shaped through the addition of exact and negative match keywords. Until mid-last week, the report could be accessed here -    Then it disappeared and was only discovered by some eagle eyed PPC people having been moved into the dimensions tab.   For what purpose no-one knows. It’s not the end of the world but it does mean that negatives can’t be added directly to Shopping campaign..
Remarketing is very hot in PPC at the moment and so it should be.  Generally in PPC when a visitor clicks on one of your PPC Ads, they visit your site and then more often than not leave it without purchasing or completing any goal you’d like them to. At that point they go away and your relationship ends with them there. Now it doesn’t have to - Remarketing builds the relationship. Using various targeting tools, Remarketing allows you to continue to engage with previous visitors, by placing Ads on other sites which they visit.  The idea being that anyone who previously visited your site m..
After recently writing about how relatively straightforward setting up a simple local advertising campaign was, I looked at some local searches to see how many businesses were taking advantage of this. Given that we hear so much about the death of the high street, you’d think that local businesses would embrace ‘online’ to drive customers and growth. Plenty do in fact have websites, local listings and some social media activities going on, but very few appear to be running Google AdWords – the most targeted and measureable advertising platform available. Why is this? A lack of skills?..
We all pretty much understand that all businesses need to have an online presence these days. Why? Because that is where virtually everyone first looks to find information about business or services they need. At the same time, not all businesses sell online, have a national or international presence. In fact the vast majority of small business operate locally, rather than nationally. Examples include cafe’s or restaurants, service-led businesses such as plumbers, electricians, builders, accountancy firms etc. With AdWords, it is possible to target Ads to only display in a certain locati..
GAnalytics now contains so much data it can your head spin. As a business owner having the time to trawl through endless data trying to making sense of it all can be overly time-consuming. So, if you’ve only got five minutes to view a report which should you look at? Our number one go-to Google Analytics report contains pretty much all the information needed to understand the last 7 days sales performance.  The report is tucked away within Acquisition and shows traffic and conversion performance against a previous period (usually week on week, or month on month). In other words - a summary ..
Well cut to the chase, which businesses can’t? In general, if there is a demand for your product or service, PPC should be able to be made to work. The biggest problem for PPC managers is being faced with building a campaign for a product or service that no-one ever looks for online. Remember, PPC runs by placing Ads against searches being made – so if no-one searches for your product, your Ads won’t be displayed. Generally, when you started your business any market research would have shown this up (we hope!), but then there are also cases such as industrial products or services which a..
CPA stands for cost-per-acquisition. Quite simply put, it is the marketing cost of a sale. In order to track a CPA you will need to have installed the correct e-commerce tracking options for your website. Using AdWords conversion tracking, you’ll see two columns in your reports (you may need to edit your columns to see this). The cost per converted click column equates to your CPA. It may be that this figure is much higher than you were expecting, or hoped.  It is worth remembering though, that this does not take into account any phone sales generated (should you take orders by..
Anyone advertising on Google for a period of time will have noticed their CPCs rising. In some cases this can be as much as 25% in a year. Why have average CPC’s risen so sharply? Simply put, competition has increased. More and more advertisers are seeing the benefit of advertising through AdWords. With increased competition comes increased bids (remember AdWords is an auction system) and therefore CPCs have risen. AdWords only displays eleven text ads per page (plus five or ten ads in Shopping campaigns) and so competition to appear in those eleven spaces is fierce. What can I do..
For the last two years or so everyone has been saying “You must get a mobile friendly website” – primarily down to the increase in mobile searches.  In fact, a lot of companies are now seeing that mobile (excluding tablet) search is a third of their total traffic, with it accounting for more than desktop traffic totals – leaving tablet as the number one device used for search. AdWords for some time has encouraged the development of a mobile friendly site. By being able to segment traffic, Ads could be tailored to those searches on a mobile device, telephone numbers could be added etc etc ma..
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