Articles in the Search Engine Marketing Category

Search engine marketing is still the “bread and butter” of many digital marketing strategies. Learn about platform features and practices that will make your cost-per-click campaigns successful through their lifecycles – from impression, to click, to conversion. Our experts explore keyword strategy, ad copy, campaign structure & organization, bid strategy and more on our blog.

June 18 2013

Use AdWords Auction Insights to See How you Compare Against Your Competition

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Google has updated the capabilities for its Auction Insights report so that advertisers can easily see how they stack up against their Google AdWords competition. Previously, advertisers were only able to see the Auction Insights report for individual keywords. Now, Google has announced that advertisers can view the Auction Insights report for a group of keywords, individual or multiple ad groups or at the individual or multiple campaign level.

With this information, advertisers can compare their paid search efforts in terms of impression share, average position, overlap, position above and top of page rates. From there, advertisers can choose to increase maximum cost-per-click (CPC) bids and daily budget accordingly.

To see Auction Insights, go to the tab of where you would like to compare your performance data. Select the campaign(s), ad group(s) or keywords you would like to compare against your competition. Next, select the drop down menu under “Details” and choose either Selected or All. A new screen with your Auction Insights report should appear.

Below is a screen shot of an example of an Auction Insights report at the campaign level that is sorted by Impression share.

June 11 2013

Use Image Extensions to Expand Your Text Ads

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Google has introduced a new extension format to AdWords ads called Image Extensions, which allow advertisers the ability to add visual elements to paid search ads. These images enhance the search engine results page (SERP) with rich content to make text ads stand out on the page.

Image Extensions are likely to increase the click-through rate (CTR) of ads as they will have more of an impact to the searcher than a standard text ad format.

Advertisers are able to select the images that are displayed with their Pay-Per-Click (PPC) ads and each image will be reviewed by Google. The search engine says that the advertiser must have the necessary rights to the images they wish to display.

Image Extensions are currently in Beta and can only run in English, but are available globally.

Below is an example Google shared of a PPC ad with Image Extensions.

For a full list of Google AdWords ad extensions, see here.

June 5 2013

Use AdWords Dimensions to Dissect your PPC data

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Have you ever wanted to quickly see your AdWords PPC performance across a specific hour of the day, day of the week or across a user’s location? The Dimensions tab within Google AdWords allows advertisers to dissect their data across ad groups, campaigns or their entire account. From these findings, advertisers can make educated decisions on how to optimize their campaigns.

Some of the available Dimension options are Time, Geography, Search terms and Automatic placements. One way that an advertiser can use the Dimensions report is to view data by hour of the day to identify the time periods where there is a lull in conversions; from here the advertiser can choose to ad schedule their campaigns so that they are not wasting advertising dollars during periods of the day when their website visitors are not likely to convert.

Similarly, by using the Geographic Dimension, an advertiser can find which locations are more likely to bring in conversions and choose to increase their budget for those locations.

To access Dimensions within Google AdWords, navigate to the Campaigns tab and from there select the Dimensions tab.

Below is a screen shot of an example of a Dimensions report by week.

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