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December 30 2011

How to Utilize Automated Rules to Manage Your AdWords PPC Campaigns

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Here is the scenario: it’s the end of the year and you have new promotions set to start on January 1st at midnight. You would like your new promotions to be included within your AdWords campaign, but you don’t want to miss that fabulous NYE party you’ve been invited to. What to do? The solution is to implement AdWords Automated Rules so that you can schedule the new ads to launch at midnight.

AdWords Automated Rules let you schedule automatic changes to specific parts of your account based on the criteria you specify. Some ways to utilize Automated Rules are to change your daily budget on peak shopping days, modify your Max cost-per-click (CPC) based on click-through-rate (CTR) or conversion rates, or even enable ad text to a special landing page on a holiday.

To enable Automated Rules, in the “Campaigns” tab of your account, there is a pull down menu when you click “Automate”:

How to Utilize Automated Rules to Manage Your AdWords PPC Campaigns

Automated Rules give you the option to make changes to a single part of your account or across multiple campaigns, ad groups, ads and keywords at once. They are designed to save you time and help you manage your AdWords account more efficiently.

Automated Rules are not only great around the holidays, but in day-to-day use as well. For example, you can use Automated Rules to increase your maximum CPC when your bid estimates are showing ads for certain keywords below the first page.

Here is a screen shot of more ways you can set up AdWords Automated Rules:

How to Utilize Automated Rules to Manage Your AdWords PPC Campaigns

 

December 21 2011

How to Target Your AdWords Campaigns for Mobile & Tablet Devices

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Still not convinced that you need to specifically target mobile and/or tablet devices in your AdWords campaigns? I would recommend that you run a Device Segmented report — under “Segment” click ‘Device’:

How to Target Your AdWords Campaigns for Mobile & Tablet Devices

Your campaign performance data will be broken out by Computers, Mobile devices with full browsers and Tablets with full browsers like the screen shot below.

How to Target Your AdWords Campaigns for Mobile & Tablet Devices

As you can see from the screen shot above, the average cost-per-click (CPC) for both mobile devices and tablets is considerably lower than the average CPC of a computer. By specifically creating campaigns for mobile and tablet devices, you will be able to lower your CPC bids for these campaigns, thus ultimately lowering your cost per conversion and advertising spend.

So now that you are ready to specifically target mobile devices and tablets, you will want to look at the Devices in your Settings tab. Make sure that your new campaign is only targeting mobile, and also note that you will want to remove Mobile devices as a selection from your Computers campaign. You can also target mobile devices based on their operating system.

How to Target Your AdWords Campaigns for Mobile & Tablet Devices

For more information on mobile campaigns, click here. Happy segmenting!

December 12 2011

Tis the Season to Go Mobile

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During this holiday shopping season, consumers are consulting mobile devices for holiday shopping more than ever before, according to eMarketer. Smartphones are quickly becoming on-the-go shopping assistants, a la iPhone’s Siri.

Shoppers are using mobile devices for product research, online shopping and help in making purchase decisions while in brick-and-mortar stores. In addition, certain product categories like books, CDs and DVDs, video games, clothing and electronics drive more smartphone usage than others.

This time of year, it is important to be in the consumers’ eyes, especially if you have an e-commerce web site. One easy way to become visible to the mobile customer and get quick results is to segment your pay per click (PPC) traffic to specifically target mobile devices. One important item to note is that you do not have to have a mobile website in order use mobile targeting.

You can simply target mobile devices in the Settings tab of each PPC campaign that you create. Also note that you should exclude mobile devices from your desktop campaigns in order to avoid your campaigns from competing against one another.

According to Google, the average mobile cost-per-click (CPC) is approximately $0.05 to $0.10 cheaper than its counterpart desktop CPC, so not only will your ad be visible to mobile visitors, but you will also be paying less for these visitors.

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