Articles written in May, 2010

May 19 2010

New Match Type for Google’s Canada and UK AdWords Interfaces


New Match Type for Google’s Canada and UK AdWords Interfaces

Google just unveiled a new broad match modifier for Adwords advertisers in the United Kingdom and Canada. Right now the new keyword match type is in Beta. This new modified broad match type opens up a sea of opportunity for advertisers ads appearing to searchers. The modified broad words have more control than a broad match keyword. The keywords are modified by simply adding a plus sign in front of the keyword that you would like to remain static.

This feature can be either dangerous to an advertiser or beneficial. Carefully choosing what keywords to place the plus sign on is extremely important. Each word that has the plus sign in front of it must appear in a users search query. If keywords do not have the plus sign in front of it, many variations of the keyword can appear.

By turning a broad keyword to the modified broad match, you will notice a slight decline in impressions and clicks. If you add the modifier to campaigns with mostly phrase and exact match types, you will theoretically notice an increase in clicks and impressions.

Broad keyword

One rule of thumb is to not add the modifier to small words such as and, an, of, the, etc. By doing this you are significantly refining your search and will limit the amount of times your ads are appearing.

Negative keywords can not use the broad modifier match type. If you try to enter the + sign in front of a negative word, AdWords will ignore it.

The match type, no matter what kind, will not influence the quality score. Quality scores are based on the keyword, relevance of the search query to your keyword, landing page relevance, etc.

If you are an AdWords advertiser in Canada or the UK, be sure to take note of this new opportunity.  It may be only a matter of time before they will be rolling this out to the U.S. as well.

For more information check out Google Adwords Official Blog

May 18 2010

If You’re Still Interested…


Have you ever gone to a store and forgotten to buy something? Have you ever been at a store pressed for time and told yourself I’ll have to come back later, but you never made time to go back? What if on your way home you see a reminder sign right above a street sign? The sign would say “Don’t forget to visit the store.” It makes you look twice, but you kept driving. About 5 minutes away from your house you stop at a light and notice a sign that says, “Remember, you need to get something from the store.” In your mind you say, “Oh yeah, I did want to go to the store.” Then you drive over to the store and buy what you need. It may sound like a fairy tale, but this does happen online and it’s called remarketing.

According to Google, remarketing “allows you to show ads to users who’ve previously visited your website as they browse the Web.” It’s quite a phenomenon, especially if you’re using banner ads. The beauty of remarketing is that you’re only advertising to people who have shown an interest in your site and apparently people must not mind, because many visitors are returning to sites to complete orders or fill out a lead generation form.

Even better is that remarketing can be set very broad or it can be set to an incredibly granular level.   A company can set up a remarketing campaign, so that anyone who visits their site is later targeted by an ad whether they completed a desired action or not. On the other hand, a company could just target people who visited their product “Y” page, went to the shopping cart, but didn’t complete the order. This could also be used for a lead generation website. For example, a company could set up remarketing to target people who went to a lead generation form page, but left before completing the form. There’s multiple ways to set up remarketing campaigns to reach visitors, but it is definitely recommended to use banner ads.

Remarketing is catching on quickly with many companies and those who are jumping on board haven’t been disappointed. Remarketing allows companies to narrow down the playing field; in fact it’s like a sales person pursuing a hot lead. The visitor comes to your site, and they go far enough in the process to show that they aren’t there by accident. Now, your banner ad is appearing to them on certain sites on the web, just like a sales person who calls to follow up on a lead, and in many cases remarketing is closing the deal. It’s definitely worth it to get involved with remarketing. After all, shouldn’t you be asking visitors who left your site if they are interested?

May 14 2010

Using Search and Display Together


By using display advertising in conjunction with search, advertisers are likely to see a lift in conversions. Many consumers convert on a site where they are familiar with the name of the company.

In addition, if a consumer sees a display ad, they are apt to go to a search engine and research the company; this leads to a higher lift in searches. Since the visitor is already familiar with the company, they are most likely doing a branded search, which tends to be much more qualified traffic. Consumers interested in your products may just want to find out a little bit more.

For example, a person might see a display ad for a new hybrid car. If the person wants know more, they may go to a search engine and look for that specific car to learn more.

Participating in simple search advertising has some limitations because the ads that appear are restricted to just what people are searching for. People on the internet don’t know what they don’t know; so display advertising in conjunction with search engine marketing is a great way to get your name, products and services out across the internet. Running search ads can also lend to the credibility of a company if visitors see a display ad and do a search for it.

Using both display and search engine marketing can help people find businesses, products and services when they may not be searching online and lead to an increase in branded searches as well as an increase in conversions.

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