We all know that improving Quality Scores will generally do ‘good things’ for an account but Google is a little vague on exactly how to improve Quality Scores. While there definitely is a lot of material out there on how to increase Ad Text Relevance and Expected Clickthrough Rate, the recommendations on how to improve the Landing Page Experience score of a particular keyword are often vague. Read More
Is it just me experience or has anyone else noticed that every Adwords rep mentions RLSA adjustments whenever they provide their ‘recommendations’? RLSAs are amazing and I’ve had a lot of success with them. I’ve tried various strategies with them but in this blog I’ll be looking at a simple formula based approach you can use to get started once your lists have built up some data.
This method looks at applying bid adjustments to allow each audience list to hit a certain CPA target but there’s other things that you might want to do with your RLSA Audience than just ensuring they hit a CPA target.
Here’s the basic reasoning: Read More
I’ve seen it a number of times. Accounts that appear to be working fine with campaigns that appear to be hitting all the relevant KPIs but have the annoying limited by budget status. What do you do to tackle limited by budget campaigns? Well, there isn’t one answer to this question and the exact strategy you take to get your campaigns out of the limited by budget status will depend on your wider strategy and the opportunities you see when doing your analysis. I’ve added a list of suggestions of things you could look at when tackling a limited by budget campaign – some are more realistic to do than others. Read More
After having worked with a number of PPC account managers, some whose accounts just seemed to be blessed with success, some who always seemed to be having issues and others who sadly had to move on. I started thinking about what traits the better account managers had that the others lacked. If you want to succeed as a PPC Account Manager then here are my 7 characteristics that you need to develop. Read More
Whether you do it monthly, weekly or even daily, reporting is something that all us PPC experts and indeed digital marketers in general have to deal with. I always say if there’s something that you are going to do more than once, try to automate it – even if you can’t automate it all. That’s why I’ve decided to put this post together.
If you’re a whiz with Excel, you’ll know that there’s a lot more functionality you can add to your reports to make them more insightful but for the rest of us, I’m going to show you how to create a simple monthly report that splits out your data between brand/generic and shopping. I may build on this report in the future but in the mean-time this is the perfect report to get you started on creating an automated report in Excel. Read More
After publishing a post last month on the Inside Adwords blog claiming that Dynamic Search Ads are now more effective than ever, Google decided to support their post in their latest Elevensees discussing the benefits of using DSA campaigns.
Google has been developing it’s ‘Keyword-less campaign’ a lot lately with support for Expanded Text Ads and Page Feeds recently added. It claims using DSAs along with an automated bidding model can help to increase CTR, lower CPCs, CPA and help to identify new traffic avenues. There’s even a list of success case studies such as Virgin Experience Days who (Google claims) saw a 701% increase in revenue and a 34% increase in Return on investment by using Dynamic Search Ad campaigns. Here is a summary of Google’s case for using DSA campaigns: Read More