Last week I discussed the importance of the structure of your adwords account and some tips on how to think about structuring your campaigns. You can go back and read last week’s article here. This week I am going to talk about the roll that adgroups play in the structure of an account.
Ad groups are simply containers for keywords, negative keywords, and ads. That is the simplest definition that I can come up with.
Ad groups are exclusively organisational units in an adwords account. This is because their purpose is defined by what they contain or by what they are in, rather than by what they are. Unlike campaigns they don’t have a lot of targeting settings and unlike keywords or ads they are are not a forward facing part of the account that interacts with queries or searchers.
However, there is great power in using ad groups effectively that will make your life easier.
This post is about B2B marketing and lead generation. The story of Josh James, Omniture, and my failure help me drive my point home.
Remember Omniture? That little company that sold for roughly $1.8 Billion to Adobe. I always wonder what founders that successfully exit their start up at that level of success do with their lives. The average Joe assumes that they must go buy a small island and disappear into retirement. Well not Josh James!
Last week we learned what PPC remarketing is. Now I’m going to walk you through how to set up remarketing through Adwords.
In order to re-target effectively you’ll need a Google Adwords account and a Google Analytics account. If you don’t have one or either of these accounts you’ll need to create them. You can easily find how-to articles and instructions online.
However if you do have these accounts I will show you how to link them, a very necessary step in our setup process.
According to some marketers, marketing has changed more in the last 2 years than in the previous 50. *
Only 9% of a recent studies respondents strongly agree with the statement “I know what our marketing is doing.” *
Over the course of the next few weeks I am going to be addressing several issues revolving around landing pages and A/B testing. Consider yourself flying over the continent of “Landing Page” seeing an aerial view of what the geography of “Landing Page” looks like. This land is not unfamiliar to explorers, fact there is a plethora of content available out there on this subject. However, at points along the journey we are going to land and dive deep into a few subjects of study.
There is no denying that account structure is super important. There are many accounts that I have worked on where an account restructure has dramatically increased performance. How? Good account structure improves an account in 2 ways.
First, it clearly defines to the advertising platform (Adwords, Bing, etc.) where you want your ads to show. This means that your ads should be serving how you expect them to and your keywords are not competing with each other in the auction. This ultimately should result in showing the right ads to the right people.
Second, it makes it easier to manage. You know where things are and the organization allows you to know what your account optimizations will actually do.
Now before all of you kill me in the comments, I know most of us blog for our businesses or clients because we are trying to get more business or clients. But is that the only reason you do it? I have had some interesting conversations over the last couple of days that has really got me thinking about this topic, so let’s have a conversation and see if you feel the same way about why you blog (or why you should) when we’re done.
When somebody is passionate about what they do does it come across? Think about those blogs that really gets your attention. The ones you really love to read, and not because it has “a lot of useful information”. They have a personality, a character about them that goes deeper than the depth of the info you can glean from the pages. They have passion and it shows!
If you missed my last post on remarketing or you’re chomping at the bit to learn more, then this is the right place.
PPC Remarketing, also known as retargeting, is the process of reintroducing your product or service to your target market through paid online advertising platforms like Google Adwords. For a straight forward explanation on how this works check out our remarketing page.
Throughout history there are many documented scenes when a man has an opportunity to rise above. Such was the case in John F Kennedy’s Inauguration address when he declared the timeless quote “ask not what your country and do for you – ask what you can do for your country.” Such was also the case Dr. Martin Luther King Jr’s public address for civil rights. Finally, such was the case in Francis Church’s “Yes Virginia, there is a Santa Claus” editorial.
Here I am again to try to explain the complexities of the Google Display Network or GDN. Today’s topic will be the other targeting methods other than display keywords and Placements which I have discussed in the past. However, if you haven’t looked at my article on display keywords, please check it out here or my article on placements here. I will be referring to some of the ideas that I wrote about in those articles.
You may have been there before. That call where the client asks, “are we under contract with you and when does that contract end?” You immediately know exactly what that means. They are on the hunt for a new agency or employee to take over the work you were doing. You shake your head and stare out the window in frustration.
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