This is a conspiracy post, but don’t shutoff yet! I would not share it unless I thought it was truly worth 2-3 minutes of your time and input in the comments regarding the chance that it is more than just conspiracy.
I’ve finally found the Holy Grail to exclude mobile apps on the Google Display network from showing your ads. Don’t worry I’ll share it with you and make sure you know exactly what to do to make it work. But before I do let me tell you what led up to this discovery and why I think it is so important.
Over the last couple months I have noticed a big uptick in mobile app traffic on GDN campaigns in AdWords. One of our clients in particular saw a 422% growth in clicks and a 480% increase in Cost overnight. That isn’t a small change! Interestingly, 98% of the change came from mobile apps and AdMob served ads.
Guess what happened to their GDN conversion volume?
In the last two posts we went over choosing a tool and determining a cycle length. Now it is time to plan what you will do in that cycle. With Pay-Per-Click this is fairly easy because there are defined ppc optimization tasks that you do for every account.
If it makes it easier. Break your tasks down to the individual things that you do. Then assign each task the time it takes to complete. Then you can easily order the tasks however your like.
Think about the last time you did a search on a laptop or tablet. If you must, go do a search right now. How many organic results do you see? My guess is that you will see at a minimum 7. But wait, how many of them did you see without having to scroll down? Did you basically auto-scroll (like auto-pilot) when the results appeared, or did you skim the first results first? Us PPC guys are getting pretty good at writing compelling Adwords ads that get more clicks. What if the searcher doesn’t scroll? Will they ever see your organic ranking in the #2 spot in search results that you worked so hard to achieve?
Well, the great Dr. Pete from SEOMOZ is always analyzing search. He wanted to find out more about how much real estate ads now have on SERPs. It seems to me that more and more searches, when seen on an average laptop, only include one or two organic results in the upper fold. That is my opinion, but my reason for this post is to simply share the really cool data Dr. Pete has provided. To do so, I have embedded his infographic in all it’s glory:
This is the second post in a series entitled: “5 Analysis Tools: A Conceptual Look at PPC.” This series will focus on utilizing these five tools to help you develop and manage a strong paid search advertising strategy.
Porter’s Five Forces Method is used to determine the competitive forces at work in a given business situation. It goes beyond just looking at your direct competitors but at other forces at work in your industry (“The Five Competitive Forces that Shape Strategy”).
These forces are supplier power, buyer power, competitive rivalry, threat of substitution, and threat of new entry (“Porter Five Forces Analysis”).
This is the first entry in a series exploring the impact of PPC advertising in various industries.
The auto industry is well positioned to take full advantage of the benefits of pay per click (PPC) advertising. Let’s face it, buyers are looking online more than ever to research everything from soup to nuts and making a major purchase like a car or truck is certainly no exception. According to Google, there were 301,000 searches last month just for the term “dodge truck”. Your buyers are on the web, can they find you?
While doing some market research for a client I stumbled upon this Google Adwords Video Ad Extension. Maybe I’m just a little slow on the draw but I could have sworn I didn’t hear anything about this. This is possibly because they’re supposed to have been discontinued. Strange?
You can see the official Google page here.
I took these screenshots today (March 28, 2013)
This Adwords Extension is awesome right? But just wait until you click on it.
The first tool we will look at is commonly known as a P-E-S-T analysis. Whether you’re familiar with this tool or not my hope is that this post will provide some useful ideas and perspectives.
There has already been a lot written about the recent study by eBay about paid search’s effectiveness for both brand keywords and non-brand keywords. Most of the posts, from Larry Kim’s on Search Engine Journal, to the recap from ppc management experts on Search Engine Watch seemed to focus on eBay’s historical and at times hysterically funny misuse of dynamic keyword insertion. I am not going to focus on those things or even point out that it didn’t work because they did PPC wrong.
Last week I got a call from an 800 number. I didn’t used to answer the phone from 800 numbers until I realized that calls from both Facebook and Google come from 800 numbers. I had a minute so I risked being bothered by someone that wasn’t FB or Google and answered. It was Patrick from Google Adwords. He was calling to see if we would be interested in having someone from Google present to potential customers. I said yes right away. Obviously the sales pitch to a potential customer is a lot easier if a representative from Google is helping make the pitch. Credibility sky rockets.
Seriously, I get irritated on a daily basis with this one piece of control I don’t have. It is so bad that it makes me extol the virtues of BingAds just because they give me the level of control I desire… and I know almost every other PPC practitioner worth their medal would scream and shout for joy if given the control tomorrow on Adwords.
Let me ask you as an awesome analytical marketer if you looked at something like the image below what would you want to do?
Through the Twitter-verse, it is incredible the relationships that can be made. In the PPC management galaxy, everyone knows that #PPCchat is where the experts reside (see the stream cap here). Each week at 12 PM EST, the great @matt_umbro moderates the official, hour long PPC love fest. One week the discussion can be about how to effectively manage PLAs (Google Shopping), the next it could be about different bid management platforms.
This is where all the PPC stars come together.One of those stars is Bryant Garvin.
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