Archive for the ‘Campaigns’ category

AdWords UI Improvements – “Add as Keyword” & “Add as a Negative” Functions Get a Face Lift.

November 17th, 2010

It appears that Google has made an improvement to the See Search Terms Report, specifically the “Add as Keyword” and “Add as a Negative” functions.

Once the report loads you have the option to ‘add new keywords’ or ‘add as a negative’.

The screenshot below shows the improvement to the “Add as a Negative” feature. We now have the ability to add at the campaign level which is super convenient.

On the flip side Google seems to have done some minor improvements to the Add as a Keyword” function also. I cant wait for the day see the ability to select a specific adgroup that we would like to add a keyword to. It would be helpful when we catch queries that don’t belong in the group we are reviewing but instead would perform better in another.

……….

Article by: +Kim Clinkunbroomer

Clinks Web Service a Google AdWords Partner Company

Subscribe: RSS Feeds | Follow me on Twitter

4 comments »

Posted in Keywords, Negative Keywords, New Features, News

AdWords Shares Search Query Data for Keywords that did NOT Result in a Click

May 3rd, 2010

I have run into a few accounts recently that displayed search query data for keywords that had no clicks.

This is not the ‘norm’ as far a search query reports are concerned. Until recently the only data that has ever been shared on a search query report is data that resulted in a click. Sadly advertisers who use broad or phrase match keywords were left guessing as to what actual keywords caused the impressions that did not result in a click-through to their website. This lack of information hinders account optimizations because we are left guessing at what negative keywords need to be included or what new keywords we could be adding to improve CTR.

In reviewing a new account today I see strong evidence that Google is making some changes or perhaps testing something in a limited number of accounts.

As you can see below, there are a good number of keywords that did not result in clicks but Google has provided the keyword data anyway. This report was a quick search query report from within the User Interface vs. the Reporting Section. However the formal search query report includes tons of data on keywords with Zero (yes, I said Zero) clicks!

Search Query Data Provided for Keywords that did not result in a click

What is extra interesting is the additional bit of data highlighted in yellow above {more:}. I am not sure if this is additional data from expanded or session based search queries.

What does this mean to people who manage adwords accounts? This much needed transparency allows us better control over the account which ultimately increases quality score and reduces costs.

I hope this is something we can expect to see in all AdWords accounts soon.

I have requested a comment from Google and will report back when/if I get a reply.

Perhaps you have seen this in an account already?

Comments Welcome!

……..

Article by: +Kim Clinkunbroomer

Clinks Web Service a Google AdWords Partner Company

Subscribe: RSS Feeds | Follow me on Twitter

27 comments »

Posted in Keywords, New Features, News, Reporting

When Google Should Stop ‘Helping’ AdWords Advertisers

April 27th, 2010

Yet another interesting AdWords Issue that I have run into…

I have been re-working an account recently brought to me and encountered an issue which has me deeply concerned.

I have come to notice that many keywords, really great, relevant, exact match keywords are not being served with the following message.

–

“This particular search term is already associated with an ad from one of your other campaigns or ad groups. Only one ad per advertiser may appear on a given page per search term. When two or more of your ads are eligible for a single search term, we show the one with the highest ranking at the moment.”

o–

0–

As you can see the keywords shown in the screenshot above are “phrase” and [exact match]. The keywords DO NOT appear anywhere else in this account – no other campaigns or ad groups.

I started the troubleshooting process by adding negative keywords to ad groups. For example in the DUI defense Attorney ad group I added negatives for -lawyer – dwi, etc. It had no effect. I then added many exact match negative keywords i.e. -[dui defense lawyer], etc. still no effect. I next went with only [exact match] keywords in the two adgroups that gave me the most trouble, the problem persisted.

I contacted Google and bounced it off a couple of people and received a reply referencing this page in the help center.http://adwords.google.com/support/aw/bin/answer.py?hl=en&answer=66292

This page explains how keywords will be treated when they fall into three different types of criteria:

1. the same keywords in multiple adgroups

2. Similar keywords to the search query within the same adgroup

3. Similar keywords to the search query within multiple adgroups.

I am fine with the details on #1. I am concerned about details on #2 and #3.

Here is a screenshot of details on #2

Within the same ad group, multiple keywords are similar to the search query.

0—

So now an [exact match] keyword can be trumped by another ‘similar, better performing or cheaper’ keyword? According to Google, Yes.

Then it keeps gets better…..

Here is a screenshot of details on #2

Keywords within multiple ad groups are similar to the search query

0–

I am concerned about what I am reading. If Google feels that the keyword is close enough, cheaper, or has a higher ad rank they will trump an exact match keyword to serve a different keyword from a different adgrop they deem better? That takes my control away.

How can I accrue CTR data to improve the account performance if Google will not serve keywords that exactly match a query because they like a price or adrank of another keyword? This also allows for the potential of the wrong ad text being served. What if I have specific landing pages set per keyword? How does that effect CTR? Ultimately, what if Iwas OK with spending more on the keyword because it converted better? Quality Score and CTR are not everything when it comes to PPC advertising. Sometimes keywords that are not your best ‘quality score’ performers are your best converting keywords what provide the best ROI.

Even with adding negatives and going with exact match only in specific groups I ultimately was never able to identify the ‘other keyword’ that was trumping my exact match keyword. I had to pause the campaign and slowly add back adgroups and keywords, watching all the time for the dreaded message. The account is a smaller version of its previous self which is fine because I am in the process of recovering the account CTR but I do get a little nervous anytime I add a new keyword.

Is there a ‘fix’ for this? Not that I am aware of…

Is this something that is being tested on limited accounts or is there the potential for this to happen on any account? I am currently seeking a comment from Google and will post here if/when I get a reply.

For the record I have only seen this happen in one client account. However I am starting to hear some talk in other places such as the AdWords Help Forum on the topic so I feel the blog post is warranted.

……….

Article by: +Kim Clinkunbroomer

Clinks Web Service a Google AdWords Partner Company

Subscribe: RSS Feeds | Follow me on Twitter

26 comments »

Posted in Keywords, News

AdWords Help Experts Articles Included the AdWords Help Center

March 23rd, 2010

The Google AdWords Help Center continues to develop great help content. We have seen the addition of video, the AdWords Classroom, On Demand Webinars, more details help articles, and even a link to the new Google Advertising Professionals section. The Help Center continues to evolve and produce incredible up to date help content.

In an effort by Google to provide help center visitors with different sources and styles of AdWords help, the AdWords Help Experts blog has been invited to provide articles that are now included in the AdWords Help Center. The AdWords Help Expert team is immensely proud to be recognized by Google as a source of trusted AdWords Help Content.

More articles by AWHE will soon be included in the AdWords Help Center and we hope to serve AdWords users with help content that allows them to get the most from their AdWords experience while enjoying the learning process.

adwords help experts in the adwords help center

AdWords Help Experts Articles Included in the AdWords Help Center

……….

Article by: +Kim Clinkunbroomer

Clinks Web Service a Google AdWords Partner Company

Subscribe: RSS Feeds | Follow me on Twitter

4 comments »

Posted in Keywords, News

AdWords: Building and Organizing an Effective Keyword List

March 17th, 2010

The process of building a quality keyword list takes a good deal of planning, research, and organization. Below are some tips and tools to help you develop and organize your keyword lists.

Before you begin I suggest advertisers start offline, create an outline of your products and services, identify your advertising goals and consider a realistic daily budget, once you have that complete you are ready to get started with building your keyword list.

STEP ONE – Research

The free tools below will help you develop your initial keyword list. Some of these tools will even provide data such as search volumes, competition, and approximate costs per click.

I suggest that you avoid keywords that are general, vague, or have dual meanings. All of your keywords should be very relevant to your products or services.

1. AdWords Keyword Tool – AdWords – Located Under Opportunities - great for negatives too!

2. AdWords ‘Search Based’ – AdWords – Located Under Opportunities

3. Insights for Search – AdWords – Located Under Opportunities

4. Wordstream – Free Keyword Niche Finder

5. Search Query Report - (current AdWords advertisers only) – Under Reports Tab

6. Google WonderWheel - Sadly, this tool was retired – RIP.

7. Google Ad Preview Tool View actual search results for ideas by using the AdWords Preview Tool

There are also several great paid keyword research tools. If you are interested in paid tools I suggest that you research and evaluate each individually.

STEP TWO – Organize

Organize your keywords into groups. This process is important when it comes to your eventual account architecture because these lists are going to develop into ad groups once they are completed.

Example below:

Business Model: Dirt Bike Retailer – Carries major brand names.

Group 1 – dirt bikes

keywords:

dirt bikes
dirtbikes

Group 2 -Yamaha Dirt Bikes

Keywords:

yamaha dirt bikes
yamaha dirt bike
dirt bike yamaha
yamaha dirtbikes
yamaha dirtbike
dirtbike yamaha

Group 3 – yamaha 2 stroke

Keywords:

yamaha 2 stroke dirt bike
yamaha 2 stroke dirt bikes
yamaha 2 stroke dirtbike
yamaha 2 stroke dirtbikes
yamaha 2 stroke

Group 5 – Yamaha YZ450F

Keywords:

yamaha YZ450F
yamaha YZ450F dirt bike
yamaha YZ450F dirt bikes
yamaha YZ450F dirtbike
yamaha YZ450F dirtbikes

Group 6 – Honda Dirt Bikes

Keywords:

honda dirt bikes
honda dirt bike
honda dirtbikes
honda dirtbike

Group 7- Honda XR650L

Keywords:

honda XR650L
honda XR650L dirt bike
honda XR650L dirt bikes
honda XR650L dirtbike
honda XR650L dirtbikes

Continue this process of keyword grouping for each make/model. These groups are going to be your ad groups. Each ad group is designed around a keyword theme and ad text can be created that is very relevant to the keyword theme. People looking for a Honda XR650L will be presented with ad text all about the Honda XR650L. This ‘relevance’ will not go unnoticed by your potential customers or Google, when it comes to your click through rate (CTR). For even more information on this important process and it’s effect on your quality score read Organizing Ad Group Themes here on AWHE.

STEP 3 – Keyword Matching Options

Now you have these tightly knit themed keyword groups. Next is to learn about keyword matching options. There are 4 keyword match types to consider: Broad, “Phrase”, [Exact] and -negative. Each will have a different effect on your keywords performance and are essential to a good keyword list. Read more about AdWords Keyword Matching Options here on AWHE.

to Summarize, well built keyword lists are going to take some time and effort to build. There are tools out there to help you get started. The information and articles linked above will give you a better understanding of how to organize your keyword lists into ad groups. This process is one of the first steps to achieve better organization, customer interaction, quality scores and have a profitable experience with AdWords.
……….

Article by: +Kim Clinkunbroomer