Stayed up until midnight to adjust your Black Friday budget? Worried about bids while on vacationing in the Caribbean? Don’t fret — Adwords Automated Rules has come to your rescue.
The new feature allows advertisers to schedule changes at campaign, ad group, keyword or ad level. You could set up a rule that enables your special promotion ads to appear at the time the sale goes live or maintain first page visibility by raising the maximum CPC when an ad falls below a certain position.
Image from Google Adwords Blog
You are limited to 10 active rules and Google does not recommend using Automated Rules for campaigns that have other automatic bid management settings enabled as they could conflict with each other.
Creating rules makes the management of your Adwords account more efficient since you don’t need to log in every time a change is need. However, you must keep an eye on the rules to make sure they perform as expected and remember that the automated rules do not replace the need for consistent optimization and basic best practices.
Google has unveiled the broad match modifier in the United States. Many questions and confusion have come up about when to use the broad match modifier and when to use the previous broad match feature. Also, many ask how the broad match modifier will improve my campaigns if I only run phrase and exact match type keywords?
Phrase match types will show your ads for the keyword you are bidding on, but the search query can also include words before or after your phrase. Essentially your keywords must be present in the search term somewhere in its original order..
Exact match types will only appear when a searcher directly types in your keyword. No plurals or misspellings will appear. Also, no other words can be included in the search other than the keyword you are bidding on.
Keyword you are bidding on: solar panels
Broad: buying solar efficient panels, solar panel companies, solar system, solar universe, solar flare, planets
Phrase: buy solar panels, solar panels distributors, who sells solar panels
Exact: solar panels
The broad match modifier was created to have more control of your keywords and not have a large list for each misspelling, plural, etc.
Keyword: +solar +panels
Queries: solar panels, solar panel, buying solar panel, soalr panels for my home
The plus sign in front of the keyword acts as an “anchor” ensuring your core keyword showing for searches and no synonyms, but including the common misspellings and plurals.
Please check out other blogs about the broad match modifier:
MoreVisibility: New Match Type for Google Canada & UK
MoreVisibility: Using Adwords Editor and Broad Match Modifier
Google: New Keyword Targeting Feature
Google: Broad Match Modifier Common Questions
Today, Facebook has over 500 million active users, with the average user spending 55 minutes per day on the site. Because Facebook has such clout on the Internet, a Cost-Per-Click (CPC) campaign on the social networking site can build brand awareness from the high volume of impressions; and efficiently drive leads to your website through its specific targeting capabilities.
It’s as easy as 1-2-3 to create a Facebook CPC campaign. All you need is a small image and 135 characters of body text and, voilà, you have a Facebook ad.
Next, you can target Facebook users by age, gender, geography, education level and/or workplace, relationship status and user-defined interests. You can use these targeting methods to create reach for your ad campaign as gigantic or minute as you like. For example, if you are trying to sell hats for a specific baseball team, you can target only males between the age of 18 and 40 who are fans of that baseball team and live in the same city as the team. Facebookers will see your ad throughout their sessions thus, building awareness of your brand.
Facebook should be considered in your media mix for CPC advertising along with Google AdWords, and other search engines, especially for companies with specific target markets in mind, to build brand awareness and generate qualified traffic to your website.