Archive for the 'AdWords' Category

The single most important number in AdWords

Monday, April 7th, 2014

AdWords is a very powerful, flexible system, and with that comes complexity. This complexity can obscure some very important information, such as if and when you’re running out of your daily budget. This is where one of the most important and frequently overlooked numbers comes into play: Impression Share (IS). This is the percentage of […]

Creating a 180-day “All visitors” AdWords remarketing list

Monday, March 31st, 2014

AdWords’ default “All visitors” remarketing list has an unmodifiable 30-day look-back window or “membership duration.” Sometimes you want something longer (or shorter). In particular, you may want to save AdWords budget by excluding people from seeing an ad after they’ve clicked on one. (Note that there’s an upper limit of 180 days for search, 540 […]

Using AdWords remarketing lists to exclude prior ad clickers

Monday, March 31st, 2014

Why pay twice for the same visitor? You can save money in AdWords by excluding ad impressions for people who have already clicked on an ad. This may be appropriate if you feel that the first click generates enough awareness that subsequent visits would occur through natural results. For example, one of our clients is […]

AdWords ad rotation to be preserved

Tuesday, October 2nd, 2012

In a victory for sophisticated clients everywhere, AdWords has announced that they will re-enable the ability to indefinitely opt-out of ad rotation optimization. Several months ago AdWords started to force advertisers’ ads to rotate if they were not edited within 30 days. At that time I (and presumably many others) expressed concern about how this […]

Google Analytics Tag Validator

Wednesday, March 28th, 2012

We have recently developed a new tool, our¬†Google Analytics Tag Validator, to help diagnose issues constructing URLs for advertising and tracking. If you’re tagging landing page URLs for AdWords, adCenter, Facebook advertising, and so on, this tool will help make sure that your composite URLs are properly constructed. Among other things, it alerts you if […]

Conversion rate vs. ad position in Google AdWords

Friday, February 24th, 2012

While it’s obvious that ad position effects cost, does it effect conversion rate? For example, does the top position AdWords ad get a higher percentage of clicks turning into conversions than an ad further down the page? Google has conducted studies and developed numerical models that indicate that if such a relationship exists, it is […]

Interpreting AdWords statistics

Friday, July 8th, 2011

I’ve blogged before about how to interpret CTR and what conditions are necessary for a valid comparison of two ads. In one recent case we created two identical¬†ads that went to different landing pages so that we could test the effectiveness of each landing page. The assumption is that each ad — being identical — […]

Register now for Googles +1 recommendation engine

Wednesday, March 30th, 2011

Google is working on a mechanism for collecting and sharing users impressions of search results. The system is called +1. It allows users to give a virtual “thumbs-up” on sites that they like by clicking on a small symbol next to their listing in search results. This applies to both ads and natural results. The […]

Competitive SEO and AdWords advertising just got harder

Thursday, November 18th, 2010

With a recent announcement that some searches will result in up to 4 links to a single domain, Google has made it harder to gain traffic through competitive search engine marketing techniques. If Google determines that a domain is particularly authoritative for a search, as many as the top four search results could be for […]

How Google Instant affects advertisers

Wednesday, September 8th, 2010

Google announced today the rollout of Google Instant. Now search results are shown as you type instead of waiting for you to submit a full query. This forces us to rethink the concept of an impression and suggests some new directions in ad targeting. Google Instant changes both natural results and ads as what you […]