Articles in The 'sem' Tag

January 6 2011

Adwords Rules! Literally

by Fiorella Alvarado

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.

Adwords Rules

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.

January 4 2011

Four Steps to Start 2011 Right with a Quick AdWords Audit!

by Theo Bennett

If you’ve resolved to get more from your AdWords efforts in 2011 but don’t know where to start, here’s a hint: CAMPAIGN SETTINGS.  You’ll want to log-in to your AdWords account, go the “Campaigns Tab” select “Settings” for “All Online Campaigns”; then follow these four quick settings tips to help you get more sales and leads in the New Year.

  1. Location
    Location is exactly what it says it is.  It’s the geographic location that your ads are showing.  If you’re a pizza place in Fort Lauderdale and your targeting “All Locations” that means that someone in Bangladesh looking for a slice could see your ad.  Even if you deliver, crossing the International Date Line is probably out of the question.  If you do have prospects everywhere, run a “Geographic Report” and identify any countries, states, or territories that are not performing and exclude them from your targeting.
  2. Language
    Another obvious column heading; this is the language setting of the users that you are targeting.  If you are running a Spanish campaign, make sure that the language matches the language of your ad copy, target audience and website landing pages.
  3. Networks
    Here is one setting that is likely the most abused.  If you see campaigns with “ALL” then you are wrong!   Each campaign should target one of three things: Google, Google and Search Partners, or the Google Display Network.  (You could also break down the Google Display Network into Content Matched Sites or Targeted Placements but I’ll give you a pass if you are targeting both in a campaign.)   If you are mixing Search and Display, then stop what you are doing and break them out into two separate campaigns now.  Seriously, do it right now.
  4. Ad Scheduling
    What a simple, straight-forward column heading.  Ad Scheduling is when your ads appear throughout the day.  If you’re not a 24-hour shop, people don’t wake in the middle of the night to search for what you sell, or you’re not open on the weekends, then you may want to consider scheduling your ads to appear when you are open or when people are converting.  How do you know if you get conversions on the weekends?  Simple, select a campaign, then select a tab, let’s say Ad Groups, then click on Segment and select “day of the week” and BOOM, all of your data is now segmented by the day of the week.  Do you get conversions on Sundays?  No.  Then click on Ad Scheduling and change your ad’s to run Monday to Saturday.  If you want to get more granular, use Google Analytics or your favorite analytics tool to get a feel for your ROI by the hour.  No conversions between 1:00 AM and 4:00 AM?  Back to Ad Scheduling to make sure you’re not spending any money when no one’s buying!

Campaign Settings are the foundation of your AdWords success or failure; however, these steps just scratch the surface of optimizing AdWords campaigns.  Start here and keep digging and 2011 will be a much better year!

December 2 2010

Market Til The Money Runs Out

by Andrew Wetzler

I haven’t tallied the number of holiday shopping promotions I’ve received via email over the past few weeks, but it seems like many more than in past years. Companies know that consumers have a limited amount of funds that they are going to spend somewhere, so they are pulling out all of the stops early to grab as much of the pie as possible.

The connection I want to highlight in this blog post is that in order to be able to market to prospects (very inexpensively) through email marketing, an investment needs to be made to create the database in the first place. SEO, SEM and Social Media can each play a vital role in developing your list.

Obviously it’s preferred to convert a high percentage of your paid search leads into customers, but it’s equally important to build a database of folks that you can remarket to later on.

Begin investing in your database in a methodical way. Figure out the response rates and average order size you realize from your email blasts and then figure out how large the list needs to grow to in order to attain your sales objectives for 2011 and beyond. Next, determine which marketing channels are most cost effective for your business and begin to grow your list. None of this is easy, but it’s the best way to secure your long term success.

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