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Posts tagged with Ad Words

Le Tour de France: six lessons for search marketers

Cycling has really picked up momentum in the UK. British success has made the sport more popular than ever and search volumes are rising. 

Inspired by the imminent Grand Depart of Le Tour de France from Leeds in early July, we've looked into the search marketing (SEO and PPC) performance of a range of brands in cycling to see how they're set up to take advantage of this summer's biking boom.

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Is Google about to block paid search keyword data?

There are several reports suggesting that Google is about to make paid search keyword data 'not provided'.

As Google has already done this with organic search keywords, such a move would at least be consistent, but it would also make the job of the search marketer much more difficult. 

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How to create automatically send emails with AdWords spend

Welcome back to our Intro to AdWords scripts series where we’re training you to automate your account management using scripts.

If you missed our first post in the series, check out How to use AdWords scripts, the future of paid search.

This article is for the enthusiastic reporters. We’ll teach you how to calculate the cost of your campaigns over the last week and automate an email with the details. 

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How to use AdWords scripts, the future of paid search

The scripting feature allows users to automate management of their AdWords accounts.

Examples range from a simple command that sends an hourly email with updated spend, to a bid management operation that adjusts bids based on the stock market.

AdWords scripts are the future of paid search management, particularly for large accounts which require automation.

Writing your first snippet of code may seem complex at first, but it doesn't take long to pick up, and is accessible without the usual long-winded process of writing an application for the AdWords API.

By following the steps in this article, you’ll have written your first script in no time at all.

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click-to-call mobile search

Google click-to-call used by more than 40% of mobile searchers

Google and Ipsos have published new research intended to detail the use of click-to-call in mobile search.

The results show that almost half of those surveyed (42%) had used click-to-call in search, with the need to talk to a real person stated as the main motivation. Other motivations included ‘wanting answers more quickly’ and ‘needing more information than a website could provide’.

Of smartphone users, a massive 94% have needed to call a business directly when searching for information, whether click-to-call is available or not.

Google has a unique perspective on much of the mobile customer journey with search, Maps, Chrome, Places, click-to-call, Wallet, to name a few. 

Google ads drive 40m calls a month and with in-search features growing more on desktop and smartphone, customers are using them more and more. The research showed 47% were aware of additional information displayed in search results.

Here are some more findings from the research and an additional click-to-call case study from sk:n clinics.

For further information on this topic, check out our blog posts looking at five good and five bad examples of click-to-call mobile CTAs, or 12 useful tips for optimising mobile landing pages.

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reporter with coffee and typewriter

Seven useful Google tips for bloggers & publishers

Blogging ain’t easy, especially when you’re starting from scratch, but there are many tools available that can make your life easier and potentially help drive more traffic to your site than you expected.

First I’ll make one thing abundantly clear, and this is a caveat you’ll read on any respectable website regarding SEO, if there’s one overarching factor that you should always consider when producing content, it’s quality. 

Always ask yourself “is the content I’m uploading to the web useful, entertaining, informative, engaging or innovative?” If it isn’t at least one of those things then you’re never going to achieve any gains in traffic, audience growth or authority.

There are of course exceptions to the rule and it’s difficult sometimes to remain objective when it comes to certain seemingly low-quality websites. But then if these websites are successful, they’re obviously catering for a certain demand.

Of course if you’re also someone who spends all day creating animated unicorn GIFs then I take my hat off to you. As I said, there are always exceptions to the rule and objectivity is hard.

Anyway, no matter what you’re publishing there are some brilliant and relatively simple ways that Google can help your content be seen, be indexed quickly and keep you out of trouble.

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Google Seller Ratings: what you need to know

Google Seller Ratings are a proven and easy way of increasing traffic to your site and thus multiplying sales.

Think of them as your star salesperson, who regularly tempts in new customers.

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January: the ideal time for an AdWords spring clean

If you manage your own Google AdWords account but the very thought of logging in and performing tweaks sends shivers down your spine, I’ve put together a really simple five point checklist for you.

There’s no better time to spring clean your AdWords account than the dawn of a New Year – so what are you waiting for?

An AdWords campaign is never complete. The most successful campaigns are chopped and changed regularly in order to wring out every last cent of ROI.

PPC is becoming increasingly competitive – in order to run a successful campaign you must be committed. 

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adwords logo

Google's Ad Rank update leads to improved performance of PPC ad extensions

A paid search algorithm update by Google has led to an improvement in the performance of PPC adverts that include an ad extension.

But overall the new AdWords Ad Rank update actually caused a slight decline in ad performance.

The update, which was announced back in October, altered the way that Google determines the order of paid search ads by adding in a third variable alongside the maximum bid and quality score.

This new variable is the expected impact of ad extensions and formats, and it has apparently had a notable impact on PPC results. So in effect, the use of ad extensions and formats can now influence ad position in the SERP.

The elements that are considered when determining the potential impact of extensions and ad formats include relevance, click-through rates, and the prominence of extensions and results on the SERP.

The results of the study are summarised below, but firstly here's a run through of the ad extensions that Google takes into account.

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Google Adwords Logo

How to make money from AdWords without using the experts

Back in my early days of running websites and trying to forge a living online, I stumbled across PPC in the form of Google AdWords.

I liked the idea of driving traffic to a website nigh on instantly. That was until I ran a few of my keywords through the old Keyword Tool and saw exactly how much the estimated CPCs were: upwards of £5 per click!

I broke into a cold sweat because I knew all of my biggest competitors were using PPC, I just didn’t see how it could be profitable and I knew right there and then that my sites were going to fail.

I just couldn’t afford to pay £5+ per click.

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google, yahoo, bing logo

What is paid search (PPC) and why do you need it?

Paid search marketing has many names, wears many guises and works alongside many other nebulous terms.

Search engine marketing (SEM), search engine optimisation (SEO), pay-per-click (PPC), cost-per-click (CPC), cost-per-impression (CPM) search engine advertising, sponsored listings, paid for placement, and that’s before you get to services provided by the search engines themselves – Google AdWords, Yahoo Bing Network. 

It’s a lot to wade through.

As a relative newcomer to the digital marketing world, I've decided to begin a series of 'beginner's guides' to uncover what is meant by certain terms, trends and technological advances in digital; being both a travel guide and a personal investigation.

Last week I covered Native Advertising, this time I’m going to take a look at paid search. If you’re an expert in the field, this article may not be for you, however please feel free to leave any advice or guidance in the comments below.

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Pushfit cube percentage by LEOL30 on Flickr

PPC agency payment models: percentage of spend

This time last year I scrutinised a number of SEO agency payment models, concluding that many of the pricing structures and commercial arrangements offered by agencies are outdated in the context of today’s organic search landscape.

PPC is generally accepted as an ‘easier buy’ compared to SEO. However, you need only do a search on Google for ‘PPC services’ to be confronted with a baffling array of offers:

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