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Posts Tagged ‘Ad Groups’

Be Smarter About Dynamic Keyword Insertion In PPC Ads

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harryhuxford | Wednesday, October 6th, 2010

Filed under: PPC Tips & Advice

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Dynamic Keyword Insertion (or DKI) is one of the most misunderstood and misused PPC tactics that marketers will try to implement in their PPC accounts. The most prevalent abusers of DKI include the likes of large online retailers and you’ve likely seen their paid ads when searching for something obscure and unrelated to them. While big corporations can afford to use DKI to drive masses of visits to their sites, the majority of PPC managers who dabble with DKI work with limited resources and need to be smart about their spend. Read More »

Preaching Versus Practicing Adwords

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Robert | Tuesday, August 17th, 2010

Filed under: Advanced, Intermediate, PPC Tips & Advice

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A Theorist’s Definition of Large-Scale:
Most theorists who preach but don’t practice the management of Adwords define large-scale in terms of keywords under management. I think it’s safe to say that theorists would define large-scale accounts as having many thousands, even tens of thousands, and sometimes hundreds of thousands of keywords under management. As practitioners, however, we define large-scale in a slightly-different way.

A Practitioner’s Definition of Large-Scale:
Yes, although it’s true that large-scale accounts have thousands and thousands of keywords, the real definition lies in the number of ad groups in an account, not keywords.

Since keywords have to be segmented into small groups (i.e., ad groups) together with other keywords that share a literal word or phrase, then the real measure of a large-scale Adwords account is measured in terms of the number of ad groups in the account. This is something theorists don’t have to contend with.

The penalty for not segmenting keywords into very small ad groups that share a literal common word or phrase is a poor quality rating. See a previous blog, “Six Essential Steps For Adwords Success”.

So what?:
So why even discuss the difference between a theorist’s definition of large-scale and a practitioner’s definition of large-scale? Because practitioners are faced with having to manage and optimize bottom-of-funnel (BOF) performance (i.e., paying customers), which is the real measure of cost of acquisition (COA), as opposed to optimizing top-of-funnel (TOF) performance (i.e., leads), which is better described as cost per lead (CPL) not COA. This is a very important point that often gets completely overlooked by most PPC professionals. Read More »

Take Keywords Broad, But Go Negative!

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Robert | Monday, July 12th, 2010

Filed under: Basic, Intermediate

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Go Broad:

Given the sheer number of searches conducted on a daily, weekly and monthly basis, there are innumerable ways that people search for products and services.  Hence, you simply can’t guess how prospects will search for your company’s product or service.  Trying to limit unwanted clicks by choosing exact or phrase match for your keywords (i.e., called standard match in Yahoo!) is not a good practice in general (although setting keywords to exact or phrase match on occasion is warranted).

When people search, their search queries can include (but not be limited to) different ways of referring to your product or service that you’re not aware of, misspellings, extra spaces, unnecessary punctuation, word concatenation, improper grammar, long strings of words, etc., etc., etc.).

In order to catch the unknown phrases that your audience is using you should cast a wide net and select broad match for your keywords in Adwords (i.e., called advance match in Yahoo!)  This will give you the best opportunity to attract prospects that are looking for your product or service.

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Why Are You Failing At PPC SEM?

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Robert | Friday, July 9th, 2010

Filed under: Basic, Intermediate, PPC Tips & Advice

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The “Inside-Out” Syndrome:

I find one of the reasons that many marketers fail at PPC is because they fall into the “inside-out” syndrome.  Read the latter section of “How Long Is Your Longtail, And Should It Be Long At All?

What I mean by the “inside-out” syndrome is that most companies describe their products and services using certain nomenclature (i.e., words and phrases) developed “inside” the company.  Their marketing materials (online and offline) reflect this nomenclature, and the company uses this nomenclature to communicate “out” to their target audience – this is the “inside-out” syndrome.

Given the sheer number of searches conducted on a daily, weekly and monthly basis, there are innumerable ways that people search for products and services.  If guilty of communicating “inside-out”, then your PPC campaign is devoid of important nomenclature used by your target audience that you aren’t even aware of (e.g., other ways of referring to your product/service, misspellings, extra spaces, unnecessary punctuation, word concatenation, improper grammar, long strings of words, etc., etc., etc.).

If your target audience is using nomenclature that is not included in your PPC campaign, then at the very moment when prospects are searching for your products and services, you and they will be like “ships passing in the night” – what a shame, and what a senseless lost opportunity!  Don’t fall prey to the “inside-out” syndrome!

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Pay Per Click (PPC) Search Engine Marketing (SEM) Best Practices & Resulting Quality Score

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Robert | Thursday, July 1st, 2010

Filed under: Basic, PPC Tips & Advice

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I often get asked by prospective clients to review their Google Adwords or Yahoo! Search Marketing (YSM) account(s) and campaigns to evaluate why they aren’t performing as expected.

Inevitably I find that one, two or all three of the most-basic PPC best practices are being violated, resulting in low quality score, poor ad positioning, high minimum and average CPCs, and low click through rate (CTR). To make matters worse, I often learn that the person who created the account was a third-party vendor who positioned themselves as a PPC professional.

Here are the three most-basic best practices that every pay per click (PPC) search engine marketing (SEM) advertiser should know and adhere to:

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