The ROI Revolution Blog

Make the most of your Google AdWords reports

March 10, 2010

large_cartoon181.PNGOne “mistake” that we consistently see when conducting one of our AdWords account audit and strategy sessions or when beginning work with a new client is that the AdWords report center is not used effectively, or maybe even not at all. In order to know what is working, what is not working and how to make your account better you need to make use of this feature.

You can access the report center by clicking the “Reporting” tab found at the top of the AdWords user interface and selecting reports.

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Once the next screen loads you will find reports ranging from individual keyword performance to ad performance – even discovering the exact search queries that are being made on Google.com that then show your ad and delivered a visitor to your site.

There are 11 reports in all.

At the very least, we recommend running an Account Performance report for the past few months at a week-by-week basis to spot major trends.

Stand Out From Your Competitors with Competitive Research!

March 4, 2010

iStock_stand out(resized).JPGStay abreast of what your competitors are up to on a weekly basis through regular research. This research should include searching on key terms, checking out your competitor’s ad text, and visiting competitor sites regularly.

Questions you should ask yourself:
Are their ads more compelling? Do they have a sale going on or a new product that is a better version of yours? Does their headline standout more? If you want your company to be able to compete online, regular competitive research is essential.

Benefits of regular competitive research:

  • You’ll be happily surprised when you see your traffic and sales increasing, if you regularly pay attention to these details to set yourself apart.
  • You may also be surprised how little most of your competitors update their own ad text—this will give you the advantage.
  • Plus, you will immediately notice when new competitors enter your market—something a company should always know.

Want more traffic? Check your delivery setting.

January 13, 2010

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Often times our clients want to get as much traffic as possible, yet their campaign settings are not set up appropriately to accomplish their goal and that’s where we come in.

There are two different types of budget delivery standard and accelerated.

Standard Delivery: Selecting this option can potentially limit the number of times your ads show throughout the course of the day. This option designates the campaign to spend the daily budget allocated steadily throughout each day.

Accelerated Delivery: Selecting this option guarantees that your ad will show as much as possible throughout the course of each day except in the event that the budget you allocated for that campaign is depleted before day’s end.

As an AdWords advertiser you must decide which of the two settings is a better fit for you and your overall account budget.

To switch between Standard Delivery and Accelerated Delivery, follow these steps:

The Positives of Keyword Negatives

December 8, 2009

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A “mistake” that we consistently see when conducting our AdWords account audit and strategy sessions, or when beginning work with a new client is that there are no negative keywords throughout the entire account. The use of negative keywords can save you hundreds of dollars every month by preventing your ads from displaying for irrelevant Google.com searches.

The addition of negative keywords to your account should be made in order to have your ads show only when it is relevant to your product offering or service. The easiest (and quickest) way to find negative keywords is to use the Google AdWords Keyword Tool.

This tool can be found by clicking on “Opportunities” at the top of the new AdWords user interface…

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…and selecting “Keyword tool” found on the left hand side of the following page.

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Geotargeting: Do your ads accurately reflect your service area?

November 11, 2009

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Determining where you want to have your ads show is, surprisingly, often neglected. We often times see when conducting our AdWords account audit and strategy sessions, or when beginning work with a new client that geographic targeting is set up incorrectly. This is primarily due to new Google AdWords campaigns automatically adding Canada as a target country.

If your product or service is not available in Canada, be sure to remove it from your geo-targeting list once your campaign is uploaded.

Now, moving beyond this quick tip, there are a number of slightly more advanced geographic targeting features that are very helpful for advertisers.

In order to focus on specific cities, states, regions, etc you must select which campaign you would like to work on.

Use ALL 3 Google AdWords Keyword Match Types for Google Search

October 29, 2009

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One pattern we often see when conducting an AdWords account audit and strategy session for an advertiser, or when beginning work with a new client is that there are only broad match keywords throughout the AdWords account.

Ideally, you should bid on all three match types of every keyword you decide to include in your account for Google Search. To see why, read on….

To quickly review:

  • Using broad match keywords allows your ad to show on similar phrases and relevant variations. If you are bidding on the keyword: buy flowers, your ad may show on searches such as: flowers, purchase flowers, buy daisy flowers.
  • Using phrase match keywords allows your ad to show for searches that match the exact phrase. You are bidding on the keyword: “buy flowers”, your ad may show for: I need to buy flowers, buy flowers online, buy flowers for my wife.
  • Using exact match allows your ad to show for searches that match the exact phrase exclusively. You are bidding on the keyword: [buy flowers], your ad will only show when someone searches for: buy flowers.

3-Session “AdWords Academy” Bootcamp for Beginners ONLY

October 15, 2009

ROI Revolution is now offering a 3-session training series for PPC beginners ONLY.

Our goal with this course is to really take you step-by-step through the process of creating and managing campaigns in Google AdWords.

Each session goes for 90 minutes including 20 minutes of Q&A.

The course will teach beginners how to use the AdWords interface to build your Google campaigns from the ground up. You’ll learn the essential structures, terminology and all of the many handy facets that can help you better manage, understand and utilize your account’s data.

You will learn and gain an understanding of:

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  • Pay-Per-Click Marketing
  • The Google Networks
  • Features & Benefits of AdWords
  • Key Terminology
  • A Proper Account Structure
  • The new AdWords Interface
  • How to Create a Campaign
    • Language & Location Targeting
    • Writing Ad Creatives
    • Building a Keyword List
    • Match Types
    • Budgets
  • How to Edit Campaign Settings
  • How to Optimize Your Campaigns
  • How to Create Reports & Understand Them
  • How to Use the Many Tools in AdWords
  • Bidding
  • Other Advertising Options on Google

If you have just started using Google AdWords or would like to grow your business online, but have yet to try, this is just the course for you to get you started.

I manage pay-per-click campaigns on AdWords all day long, every day-of-the-week, so I made sure to cover all of the essentials and give you insider tips to build a well-structured campaign and manage it smoothly.

Please come and join the AdWords Academy boot camp, and get the help you need to make your business soar online or learn more about each training session in detail.

Leverage Your Brand in your AdWords Account

October 12, 2009

branded_campaign.jpg Be sure to have a “branded” campaign filled with variations of your company name and website.

Not only do you want to ensure ad dominance for your own keywords, but it will help separate these highly performing keywords from everything else, so as not to skew your overall account statistics.

Creating a branded campaign is key to online advertising success as you will want your company to come up when users are specifically searching for your company.

You would want to bid on all versions of your company’s name including:

  • the correct spelling
  • common misspellings
  • your company name followed by.com
  • your company web address
  • your company name with the www. before it

For example, say your company was called Cheesemonger. You would want to bid on the following keywords:

  • cheesemonger
  • cheesemongers
  • chesemonger
  • cheesemunger
  • thecheesemonger
  • www cheesemonger
  • cheesemonger com
  • www.cheesemonger.com
  • www cheesemonger com

Calling Out All AdWords Newbies—Read AdWords Step by Step: A Guide to Building Successful AdWords Campaigns.

June 24, 2009

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If you are new to advertising with Google AdWords and want some additional help setting up your campaigns, but cannot yet afford agency services, read Step by Step—a help guide to getting started with AdWords .

This workbook is a simple, easy-to-understand, 35-page guide that maps out the process of setting up your very own AdWords campaign from start to finish.

The book lays out in 3 fast chapters the processes of organizing your account, picking the right keywords, and writing targeted ads—all essential components to a successful AdWords campaign.

Each chapter is then broken down into simple steps that any beginner would be able to understand, along with a section of key terms and a helpful worksheet at the end to guide you through the setup process of your account.

First, let’s start with the section on Organizing Your Account. This section really focuses on helping you, the advertiser, organize your campaign around your personal business goals, concentrating on one goal per campaign. After all, how could you hone in on a specific cost per conversion or certain ROI level for a campaign, if it had more than one goal?

Google AdWords Updates Editor to Version 7.5.1

June 4, 2009

beyonce1.JPGOn Monday, Inside AdWords, Google’s official blog for everything AdWords related, announced the release of a new version of AdWords Editor.

With this new version there are a couple of very helpful updates that increase efficiency when working on your account.

Additionally, the desktop-based keyword tool within Editor has been enhanced by creating a more robust capability in order to increase your presence on both Google’s search and content networks.

There are three main upgrades that come with updating Editor to version 7.5.1:

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