So you’re totally psyched about Automated Rules and you have implemented them in your current Google AdWords pay-per-click (PPC) campaigns. You will be happy to hear that AdWords has recently introduced a new automated rule that will increase your keyword cost-per-click (CPC) bids so that your ads will be shown at the top of the search engine results page (SERP).

You will want to utilize the “Raise Bids To Top Of Page CPC” automated rule for your branding campaigns, campaigns with well-performing Sitelinks, or any campaigns that have a tendency to perform better in the first paid position on the SERP.

You can choose what keywords within your campaigns will be affected by the automated rule by selecting the different requirements. You can sort by different CPC bids, click-through rates (CTR), average position, or even all the keywords within the campaign.

To enable this automated rule, in your Campaigns tab, select “Raise bids to top of page CPC when…” underneath the “Automate” pull down menu.

Here is a screen shot of how to set up this rule:

Please note that you can not use the “Raise Bids To Top Of Page CPC” automated rule for campaigns that are utilizing Conversion Optimizer or advanced ad scheduling.

Google says a View-through conversion happens when a customer sees an image or rich media ad on the Google Display Network, then later returns to your site through a bookmark an organic listing or direct URL and completes a conversion on your site. A View-through conversion is different from a click-through conversion in that a click-through conversion happens when a visitor previously clicked on an ad and then completed a conversion on your site.

In addition, because a visitor did not click on the ad but then later went to your site and converted, if you are using a cost-per-click (CPC) model for your AdWords campaign, theoretically, it did not cost you anything to receive this conversion.

View-through conversions will only occur for campaigns opted into the Google Display Network and using image ads.  That being said, campaigns utilizing Remarketing are more likely to receive View-through conversions, because the visitor is already acquainted with your site and when he/she sees an image ad reminding him/her of your site’s products or services, the visitor is more likely to return to your site and convert.

Please note that conversion tracking must be in place in your AdWords account to see both View-through and click-through conversions and View-through conversions must be enabled. To enable View-through conversions, go to the “Advanced tab” underneath the “Tools and Analysis”. See screen shot below:

For more information on View-through conversions, click here.

In Part 1, we discussed defining your paid search season. During the busy season, budgets should be throttled up and during the non-busy season, budgets should be slowed down. It is good to maintain a presence during the slow season, so that your products or services can be found.  It seems easy enough, but for some businesses their seasons are a little more complex due to their products, their geo-targeting, and holidays.

Businesses that offer a variety of products or services can have multiple seasons. Thus, it is important for their paid search campaigns to be built in a way that allows for easy budget adjustments.  For example a clothing store may sell winter coats and swim suits. There paid search campaign spend should be throttled up for swimsuits in spring and summer, and slowed down in winter and fall. On the other hand their winter coats campaign should be throttled up in fall and winter and slowed down in spring and summer. They should still maintain a presence for each product during the slow season, because someone up North may be going to a tropical island for Christmas and may be in need of a swimsuit.

 Another point of complexity that can impact a business’s paid search season is the geographic areas they are targeting. It is important to know your busy season in each region. For example, the clothing store could continue to maintain a throttled spend for swimsuits in South Florida during the fall season because of the temperature. However, it would be unwise to mirror those same efforts in Alaska. The temperature is not the only reason for budget changes in different geographic regions, especially when international targeting is involved.  It may be that a product that has slow sales in the United States is a good seller in England.  If this is the case, then budgets can be throttled up for the England targeted campaigns and slowed down for the United States campaigns.

Last, but not least, the holidays can affect the paid search seasons. For example: Let’s say a jewelry store gets their best sales during the winter months, but the spring months are slow. However, Mother’s day does very well for them.  They would throttle up their spend for winter, slow it down February through mid-April and throttle it back up for the latter part of April through the end of Mother’s day.  This allows them to spend their money wisely and not miss out on a holiday that is important to them.

Products, geo-targeting and holidays are factors that can affect a client’s paid search season, but they are not the only ones. Businesses should determine their busy seasons and which factors could affect them. Once season and factors are determined, adjustments can be made to best utilize the paid search budget.