A well managed Google's AdWords campaign does a great job in delivering relevant traffic to your site.
However, if you leave AdWords alone to judge what is 'relevant' for your products or services you may uncover some surprising results.
We have compiled a list of frightening and sometimes comical examples from real campaigns.
In many ways, effective Adwords account management is a balancing act. Whether you’re trying to balance sales volumes with the cost per sale or trying to write a compelling advert whilst trying to stand out from your competitors, you’re often pulled in opposite directions.
I am often approached to appraise accounts for advertisers, and one of the most common problems that I see is also perhaps one of the most understandable, it’s the result of failing to find the balance between relevancy and optimisability.
On the way into the office today I noticed a bunch of tweets along the lines of 'Interflora wins EU PPC case vs M&S'.
I have just read the ruling in full, and I don’t interpret it as a win at all, but there are some key takeaways that you need to be aware of if your brand is involved in bidding on competitor trademarks.
With more than 750m users, Facebook is the world's largest social network. So it's no surprise that marketers have flocked to the Facebook in an effort to reach consumers online.
But Facebook's COO, Sheryl Sandberg, knows that multinational brands and Madison Avenue ad agencies aren't necessarily the most lucrative group of 'marketers' her company can court.
Google is one of the world's largest advertising companies as measured by revenue, but it's also one of the world's largest as measured by number of customers.
The fact that Google serves millions of advertisers annually is both a blessing and a curse. While having a huge customer base helps minimize the risk that the company's cash cow will suddenly die, it also makes providing quality customer support a very challenging task.
After all, Google's customer base is as diverse as it is big, and its advertiser tools can be as confusing to newbies as they are powerful to AdWords veterans.
Thanks to an audience consisting of more than 750m users, Facebook has grown into an online advertising powerhouse despite the fact that, for many advertisers, the efficacy of advertising on the site is still something of a question mark.
But even though major brands have flocked to the world's biggest social network, and the company's ads are now a billion-dollar business, a recent survey indicates that a very small percentage of advertisers is actually "fully on board" with Facebook ads.
Is the third time the charm? Google is certainly hoping so following the beta launch of its latest attempt at building a social network, Google+.
And that hope may not be entirely misplaced. Many of those who have Google+ accounts have positive things to say about the search behemoth's social network.
Perhaps that's because Google has learned from its mistakes, or because it may have been heavily 'inspired' by Facebook.
Just about everyone in the marketing and technology fields has accepted that mobile and more specifically, the mobile internet, are really, really important. That's true today, and it's only going to be more so in the future.
But many believe that mobile is more than just really, really important; they believe it will be far and away the most important channel as more and more consumers become armed with smartphones.
According to a study conducted by market research firm Ipsos OTX on behalf of Google, that belief has some supporting evidence.
Google makes the vast majority of its money from selling advertising, which is typically paid for on a per-click basis. As such it wants people to click on the ads it serves up on its search pages.
Advertisers also want people to click. They are in the business of generating a response to their messages. But the response needs to be meaningful if ad buyers are to make a return on investment. And the problem for advertisers is that sometimes people click on ads in error.
Sometimes people don't know that 'search results' are in fact ads. For example, let's look at the central 'top ad' unit that appears at the top of the search results...
Advertiser interest in Facebook has grown rapidly over the past several
years. With more than half a billion users, it is the biggest
social networking hub in the world, making it one of the top digital
platforms on which to reach consumers.
Its self-serve advertising platform, however, has received mixed
reviews. Unlike, say Google AdWords, advertisers don't necessarily have
'intent' present with every click, and converting Facebook traffic has,
for many of them, been challenging.
The platform's saving grace: it's
generally pretty cheap. But that may be changing.