Tag Archives: Paid Search

6071572.gif

How to Use Historical Quality Score Data for Better Ads by @LisaRocksSEM

Here's how you can use AdWords' historical quality score data to optimize and improve your PPC performance.

The post How to Use Historical Quality Score Data for Better Ads by @LisaRocksSEM appeared first on Search Engine Journal.

6058776.gif

How to Perform an AdWords Audit by @coreydmorris

Use this eight-step AdWords account audit process to find areas in need of improvement, expansion, or optimization.

The post How to Perform an AdWords Audit by @coreydmorris appeared first on Search Engine Journal.

3 ways to scale your SEM efforts when you are hitting a wall

It happens to every AdWords practitioner at some point. We launch our campaigns, split out exact match and broad match, mine for queries, work on expansions, test different initiatives, run betas, etc. – and then we hit a wall.

What do we do next? How do we continue to push forward and scale our paid search accounts to capitalize on intent?

Below are a few strategies to break through the SEM wall and grow your account in an effective yet efficient manner.

Use Dynamic Search Ads for query mining

This is an obvious one, but many folks forget or tend to not use DSAs as they fear them going rogue and eating up spend without performing. First off, what are DSAs?

DSAs are a campaign type in Google that allows Google to crawl your site, matches ads in real time to shoppers, and directs them to the landing page most relevant to their query. (I have written in more detail about DSAs and the various targeting types in a previous article, ‘Capitalize on volume and long tail in Q4 with Dynamic Search Ads‘.)

Essentially, the goal I would recommend with DSAs is not to have that campaign as a volume driver but to leverage it for query mining. Cast a wide net, see what matches up and performs, then graduate those to keywords in your other campaigns where you can have more control over optimization, ad copy, and performance.

Use RLSA to expand keyword options

As you know, RLSA leverages your remarketing audiences for search ads. The great thing about RLSA is the fact that users who have visited your site are already familiar with you, your brand, and your overall offering.

With this in mind, you can create a campaign leveraging more broad, upper-funnel terms that you would normally deem to risky or wouldn’t expect to convert.

In addition, you can even include terms that you feel are somewhat relevant but may have been tested and paused for poor performance. Layering on RLSA audiences makes the same keywords less risky given that the audiences are already familiar with your brand – the goal is to get back in front of them, convince them to come back to your site, and convert.

A couple of additional tips on how to be more strategic with this strategy as you begin to test and expand:

  • Segment different audience types based on their interaction with your website to see how each performs (e.g. researchers, high intent, add to carts, etc.). By segmenting these audiences and layering in RLSA, you can bid more aggressively for segments performing well.
  • If you get significant traffic on your site and have fairly large audience list segments, you may actually want to create separate broad RLSA campaigns per audience segment. That allows you to customize your ads to each audience segment, along with customizing the LPs you would want to send them to – and of course you’ll have better control over budgets, so you can invest more of your dollars into the top-performing segments.

Pair a token analysis with broad match expansion

We’re all familiar with doing keyword expansions, whether that involves poring over search query reports to find converting terms or leveraging competitor keyword tools. However, it’s important to take a step back and look at your account at a high level. What are the core tokens that are not only driving volume but also performance?

A note on tokens if you’re not familiar with them: Tokens are basically the different stems in the keyword (essentially, you break up the keyword into its individual words).

For example, ‘Photography ecommerce website’ contains the tokens: photography, ecommerce, website.

Download your last 3-6 months of performance data across your keywords. Break down your keywords to their various tokens, and aggregate the data for each token. (You’ll want to look at Impressions, Clicks, Conversions, CPA, or Revenue/ROI.)

Once you’ve identified your top-performing tokens, you’ll want to build out long tail keywords and bid on them in broad match.

Note: it’s important to use broad match because the volume of long tail keywords is already fairly limited.

A bonus to the token analysis is that it can also help with efficiency efforts; if you notice bleeding or poor-performing tokens, add them to your negative keyword list and free up budget better spent elsewhere.

These three strategies should help you push past the SEM wall – but you don’t necessarily need to wait for a performance plateau to use them. Good luck!

6029325.gif

Bing Ads Introduces In-Market and Custom Audiences Targeting by @MattGSouthern

Bing Ads is releasing two new features via a pilot program that are designed to help advertisers reach ideal customers.

The post Bing Ads Introduces In-Market and Custom Audiences Targeting by @MattGSouthern appeared first on Search Engine Journal.

6016508.gif

How Voice Search Will Impact Your SEO, PPC & Social Strategies

How can you plan, act, and report on voice search? Get ready by incorporating these real-world strategies today.

The post How Voice Search Will Impact Your SEO, PPC & Social Strategies appeared first on Search Engine Journal.

6013210.gif

Bing Ads: Opt Out of Displaying Ads on Desktop by @MattGSouthern

Bing Ads has rolled out an adjustment to its Device Targeting capabilities.

The post Bing Ads: Opt Out of Displaying Ads on Desktop by @MattGSouthern appeared first on Search Engine Journal.

5975916.gif

13 PPC Tactics to Get the Most Out of Seasonal Shopping by @AndrewLolk

Capitalizing on peak shopping times can be incredibly rewarding. Learn 13 ways you can maximize your peaks throughout the year.

The post 13 PPC Tactics to Get the Most Out of Seasonal Shopping by @AndrewLolk appeared first on Search Engine Journal.

5971927.gif

Google Introduces Tool for Identifying Annoying Ads on Your Site by @MattGSouthern

Google has introduced a tool for publishers to help them identify how annoying and intrusive their site's ads are.

The post Google Introduces Tool for Identifying Annoying Ads on Your Site by @MattGSouthern appeared first on Search Engine Journal.

5963971.gif

How to Deal With Competitors Targeting Your Brand Terms by @_joshdaniels

Are your competitors bidding against your branded terms? Learn how to deal with it without making matters worse.

The post How to Deal With Competitors Targeting Your Brand Terms by @_joshdaniels appeared first on Search Engine Journal.

5954354.gif

7 Powerful Benefits of Using PPC Advertising by @coreydmorris

These seven powerful reasons will sell your boss or client about the value of PPC advertising.

The post 7 Powerful Benefits of Using PPC Advertising by @coreydmorris appeared first on Search Engine Journal.