40 Questions have been answered.
Page 2 of 4 « Previous page | Next page »
Let me first be clear that Google is not transparent in exposing this information. I have gathered tidbits over the years of my phone calls with Google reps. That being said:
This really depends on what you are Marketing. If you are involved actual product marketing, have a website that sells tangible products with SKUs, and an internal shopping cart, i.e. EastcoastGolfsales.com, a ladies golf store, then Quality Score adjustments should come quicker as adtext is specific, landing pages are keyword rich, and in the eyes of Google you are probably a lower flight risk to break rules. In this case I believe the adjustment will happens over 24 hours.
If you are an affiliate marketer, be it dating, diet pills, mortgages, in my experience Google will more closely scrutinize your landing pages and ad copy. This is probably due to the volume of marketers in the same vertical, and some bad eggs that ruin it for everybody else. In this case I have seen improvement over a day, or sometimes I have seen nothing happen. If unsure its always best to reach out to a Google rep and have them point you in the right direction.
- Patrick A.
Answered: Feb 23, 2010 - 12:25 pm EST What do you think?
This is a resource center for SEM best practices, so we try to refrain from name dropping. But, I can at least give you a high level overview of the landscape for Search Marketers' in your spend category. You have three options: work with an Agency, use a 3rd Party Software Vendor or hire a freelance search expert. Each of these options carries its pros and cons that you will need to evaluate when deciding which path is right for you.
- Patrick H.
Answered: Feb 19, 2010 - 5:33 pm EST What do you think?
Thank you for your question. Having visibility into what is going on with your SEM campaigns is one of the most important aspects of any marketing campaign. Perhaps you don’t value a "buyer" as much as a "seller" but you can still assign a value to a "buyer" conversion and optimize toward a lower goal. At a high level, sellers are only going to grow if their items are bought. So while there might not be direct income from a "buyer" you can help your business grow by attracting sellers with a larger buyer market.
Each market helps to grow the other grow. You can continue to focus on sellers, but be sure to have some way to optimize to buyers.
-Shimal
Answered: Feb 18, 2010 - 7:05 pm EST What do you think?
Good PPC marketing parallels an early lesson I learned when in Grammar School with a slight twist; Who, What, When, Where, and How am I?
Who am I marketing to? - Cruises are usually segmented by types of people. There are Singles, Seniors, Religious, Families, etc..
What am I marketing? Cruises, vacations, Getaways. Its more than a boatride, it's a vacation or an experience and someone may be looking for something they just don't know it's a cruise.
When/where am I marketing? - Is it being shown at the right times, in the right places.
How? - There are lots of Hows.
How is the usability of my website?
How much do I want to pay for a lead?
How am I capturing my conversion information?
So the answer lies in those elements. Unfortunately, it's not that easy to just get more conversions.
- Patrick A.
Answered: Feb 16, 2010 - 7:41 pm EST What do you think?
An extremely useful feature from Yahoo is the Ad Delivery Report. This report shows a breakdown of all the domains where your ads have been displayed as well as the cost from each domain. This report is particularly useful in finding domains of spurious nature. If you have the Yahoo pixel installed you can even see cost/conversion on a particular domain. The most actionable steps is to block any referring domain that has a significant cost/conversion well above your threshold or block a domain that you feel does not relate well to your offer.
To access this report click the Reports tab in your Yahoo account and then click on Ad Delivery Report.
- Amy
Answered: Feb 12, 2010 - 7:04 pm EST What do you think?
Should I run search and content in the same campaign?
It is best to split out search and content into separate campaigns. While Quality score is not a concern as there is a separate quality score for search and content distributions, there are still several advantages to splitting out these two distributions. Ideally, search and content should have separate budgets that should be allocated appropriate to maximize profit. Sharing the budget can dangerously allocate incorrect budgets to search and content campaigns. Reporting will be much easier if metrics are split from each other. Structure may also vary as content campaigns inherently require different keywords and structure than search campaigns. The small amount of work required to build separate campaigns is well worth the effort.
- David
Answered: Feb 11, 2010 - 8:03 pm EST What do you think?
How much data should I look at when bidding a kw up or down?
It depends. There are pros and cons to both looking at too much or too little data when determining bids. If you look at too little data, the data that you have gathered may not be very telling of the true performance and could be very noisy. Looking at a lot of data can smooth out the noise and average out the outliers, but it may not reflect the most current bidding landscape. So then what's the optimal amount? This is dependent on the conversion rate and volume that your keywords achieve. If your keywords on average achieve a really low conversion rate and low click volume, you may need to look back months in order to gather enough clicks and conversions to be able to make a bidding decision, versus a high conversion rate, maybe a week or a few days give you enough data. For example, if your keywords achieve around a 1% conversion rate and 10 clicks a day, looking back only at the last 3 days would not be enough data as with that average conversion rate, you’d expect there not to be a conversion in that 30 clicks. All in all, try to use as little data as possible to account for recent market changes, but also make sure you include enough data to account for your conversion rate.
- Sam
Answered: Feb 9, 2010 - 3:53 pm EST What do you think?
Google's search query data is good, but having a tracking platform that captures all queries can be even more beneficial. This way, you won’t run into the issue of Google showing partial data, i.e. "50 other unique queries like this". That being said, you can still leverage search query data to bolster your list of negative keywords. This is a great source of information to see which of your broad match keywords are pulling in any unwanted traffic. For instance, if you are running a lead generation campaign for mortgage refinancing and you have "loans" as a broad keyword, then you can be getting traffic from "student loans" or "veteran loans"... basically unwanted traffic. From the information gathered you would implement the appropriate negative keywords, like "student" or "veteran". Checking the search query logs on a regular basis will help keep your traffic clean, cost down and conversion rate up!
- Amy
Answered: Feb 8, 2010 - 7:33 pm EST What do you think?
Should I run different match types in the same group on Google?
I always recommend running only one match type in a group on Google. While it may be easier to see all similar keywords grouped together in the Google UI, splitting out the match types can give a true sense of conversion metrics if you can ensure that the broad match keywords are not showing up for any exact match query.
To avoid the broad match keyword from showing up on the exact match query place your exact match keywords in a separate campaign from your broad match keywords. The next step would be to add your keywords in the exact match group as negatives on exact match in the broad group. This will prevent your broad match keywords from showing up on exact phrases. This will give a much better insight into the real ROI of your broad match keywords.
- David
Answered: Feb 5, 2010 - 5:06 pm EST What do you think?
There are so many ways to optimize campaigns, here are some suggestions.
1. You can break out your broad and exact match keywords and place them into their own ad group, and negative exact match the keywords in the broad ad group. This will prevent any bleeding between match types so you know that any traffic going into your broad or exact match ad group is in fact that match type.
2. Another to look into is ad scheduling. Depending on the business model, each PPC program may perform very differently depending on the day of week or time of day, and it’s always a good idea to bid more during times that perform well, versus saving some money during off hours. Just be sure you have enough historical data or research to make the judgment of lowering or raising your bids.
3. Creative optimization is also an important one. Other than the usual of making your ads enticing, test multiple ads in your ad groups with the same landing page. Setup ads to be displayed evenly and review the performance of each ad over a period of time. In conjunction with some of all of the above, you can have one keyword per ad group structure so you have the most optimized keyword-creative pairing. If you’re taking this approach on an existing ad group, remember to keep the best performing keyword/creative pair in the existing group and move out all the other keywords to preserve the quality score.
- Sam
Answered: Feb 4, 2010 - 12:59 pm EST What do you think?