As with any ad platform, marketers fail and succeed in AdWords based on the strength of their strategies. Bid strategies in AdWords should begin with your specific needs, goals, and budget. Depending on what your needs are, there are two main bid strategies in AdWords – one that optimizes for ROI and one that optimizes for branding.
In this post, we’ll look at both strategies and some specific bidding tactics that can be deployed with each strategy.Read More
One of the hardest parts of tracking conversions in Google AdWords is not having a unique page to use as a “conversion point.” When you don’t have a unique page, it can be difficult to determine where to place the conversion pixel. And without the conversion pixel, you’ll never know if users are taking the desired action when they come to your landing page or website.
This scenario is all-too-common if your site has limited functionality, or if your conversion occurs on a different domain. While this is never ideal, there is still a way track conversions from these pages within Google AdWords – you just have to be a little crafty.Read More
Ad Rank, a value that Google AdWords uses to determine an ad’s position in the Search Engine Result Pages (SERPs) officially changed a few months ago. As a result, Google appears to be placing more importance on ad extensions.
As Google puts it, “if two competing ads have the same bid and quality, then the ad with the more positive expected impact from extensions will generally appear in a higher position than the other.” In other words, ad extensions have gone from just another AdWords feature to a “must-do” for anyone running paid search campaigns – especially when the competition is fierce.