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I have read a very recent blog about Google beginning to test displaying click counts in PPC adverts for specific advertisers. Implementation of such a technique would likely cause changes to new users and advertisers alike.
(Screenshot taken from Search Engine Land. The rest of the post here for screenshots http://searchengineland.com/google-testing-display-of-click-counts-on-paid-search-ads-82192). (more…)
Featured, Google Adwords, Industry News, PPC
Last month, Google started putting the Display URL domain in the headline of PPC adverts for some advertisers. This only shows in “select top placement ads on Google,” according to the official Adwords blog.
http://adwords.blogspot.com/2011/05/showing-display-url-domain-in-headline.html
This is an attempt to make the brand more prominent. It will not show if the domain is already in the headline, but it will show even when the first description line has been moved up to the headline (unless the whole headline is more than 68 characters). (more…)
Featured, Google AdWords Expert, PPC
You might have been expecting this to be one of the first blogs in this series, but the simple truth is that the amount that you bid is very dependent on your conversion rate, and is strongly influenced by your click through rate and Quality Score. Until your account performance has stabilised, i.e. you’ve grouped and regrouped your keywords until you are happy with them, found some adverts that work, and your account has sufficient history for the Quality Score to be quite stable, your optimal bids are likely to change on a day-to-day basis. I certainly wouldn’t make major changes to your initial bids until the account has reached quite a stable position, unless your budget is running out (in which case, reducing the bids is a no-brainer).
So what is the best position to put your advert in, and how do you calculate it (this is effectively what you are choosing with your bid)? (more…)
One of the things I love most about search marketing is access to Search Query Reports. While they are just keywords that people enter into a search engine, you occasionally come across the odd one that just jumps out of the page at you.
I’m guilty of it myself but it’s amazing how much trust people display when using a search engine – almost giving no consideration to how this data is being used (and stored). It’s almost like people are talking to a friend… although sometimes it’s like they’re talking to themselves. People share information on their interests and lifestyle like never before and give little regard to what’s actually happening behind the white background and multi-coloured logo. (more…)
Featured, Google AdWords Expert, PPC
Maximising Your Quality Score
At the start of the last blog, I identified the three things that you need to do in order to optimise your account (assuming that it’s correctly set up) – Maximise the Conversion Rate, Maximise the Quality Score, and optimise your bids. I’ve looked at the conversion rate, and now it’s time to look at the Quality Score.
How Adwords Uses The Quality Score To Decide Your Advert’s Position
Most people understand that Google Adwords assigns a Quality Score to your keyword and advert, and that this is combined with the cost per click to somehow decide how much you have to pay per click, and what position your advert appears in.
But few actually understand exactly how it happens, and just how important your Quality Score really is, or how it works. (more…)
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