The ROI Revolution Blog

Make Google's Change to Ad Rotation A Positive!

May 21, 2012

checkmark If you have an AdWords account, chances are by now you have heard about Google's changes to the ad rotation settings. The news came out a few weeks ago that Google is phasing out the "rotate: show ads more evenly" setting that many advertisers rely on for ad testing. There has been a TON of negative feedback about this change, but if handled properly it can actually be a chance to reevaluate your ad testing and make some positive changes to your AdWords account.

Here are our recommendations to ensure this change does not negatively affect your account's performance, and more importantly, your bottom line.

ROI Revolution has moved!

April 23, 2012

roi office frontYour ROI Revolution team is excited to announce that after almost four years in our previous office building, we have outgrown our space and therefore moved on to a bigger and better office building this past weekend!

Our new office is located on Six Forks Road in Raleigh, North Carolina, less than 5 miles from our previous office.

Are Your Paid Search Ads Hurting Your Bottom Line?

January 9, 2012

searchadsI've managed paid search accounts here at ROI Revolution since 2005, and 99% of the time when I look at a new account there is room to improve results through ad testing. Over the years much has changed in paid search, but the need to continually test and optimize ad text has stayed constant.

Ask yourself if any of the following top 4 pitfalls are currently hurting your paid search performance.

Facebook Advertising = Relationship Building

April 12, 2011

rotationWe all know that Facebook is "where it's at", but the problem from an online marketing standpoint is learning how to tackle this growing source of traffic in the most appropriate and profitable way for your business.

Facebook's advertising platform allows for extremely targeted ad campaigns, and you can pay per click (like Google); however, when learning how to measure & profitably create an ad campaign the playing field is vastly different from other pay per click advertising platforms. The biggest difference is that Facebook is all about relationships. Anything that is not fostering or developing some sort of relationship on Facebook is deemed inauthentic.

Here are four ways to successfully grow & measure your Facebook presence authentically:

Plus One! Google Adds Another Match Type

July 30, 2010

Google's latest targeting feature is the release of the new modified broad match. This new match type gives targeting results that are in between phrase match and the original broad match, but is more closely related to phrase match.

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Want Higher Landing Page Quality Scores in Google? Here's How:

June 23, 2010

Google Recently rolled out a new series of advanced tests for their Google Advertising Professionals program, and in some of the study material they explain what affects advertiser's landing page quality score.

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Here are three areas Google wants you to focus on to help ensure your website receives a decent quality score:

Do you know about Gmail's Funbox?

May 13, 2010

The 'Funbox' is a little known reference to the top ad spot in gmail, and guess what? You can target it as a managed placement in your AdWords content network campaigns.

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So how do you target the fun box? The fun box is not found in the placement tool, so you need to add this in manually as a managed placement (in the networks tab):

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Save Money In Yahoo Search Marketing By Excluding Search Partners That are Not Performing Well:

April 27, 2010

I'd like to share with you a way to save money in your Yahoo Search Marketing account that is not as obvious as the regular optimization strategies. As you probably know, when you advertise on Yahoo's search network, your ads don't just show on Yahoo's search results page. They are also displayed on countless search partners that Yahoo has agreements with. This new optimization strategy is centered around the search partners.

New, Live Webinar: The 6 reports that contain 90% of actionable AdWords insights

April 14, 2010

brad geddesHere at ROI Revolution we are always students of the best practices and the smartest strategies in the world of data driven paid search. Brad Geddes, founder of the Internet marketing training firm bgTheory (pictured right), has some of the most powerful pay per click insights around.

Brad is a long time internet marketing veteran who regularly speaks at search marketing conferences throughout the country and is the only Google AdWords Seminar Leader in the world who teaches, under Google's authorization, AdWords 301 and 302.

I've personally used Brad's techniques to come up with powerful new ad text for my clients, find new keyword opportunities, and find areas where my bids were limiting exposure on profitable keywords.

Brad has recently written a new book, Advanced Google AdWords, and we've already purchased five copies for our office.

We've got a unique opportunity to join us for a live webinar with Brad Geddes. Brad will shed light on the 6 most important AdWords reports that will give you all of the actionable insights you need to make some powerful changes within your AdWords account.

The AdWords report center is a powerful tool that should be leveraged by every advertiser, but without knowing what data to focus on it's easy to waste time running useless reports.

The webinar will be on Thursday, April 22nd at 2pm ET.

Click here to get signed up for this free event:

https://www1.gotomeeting.com/register/855171728

Hosted by: ROI Revolution's CEO, Timothy Seward
With Guest Presenter: Brad Geddes, Founder of bgTheory

Is it Time For a Winter PPC Account Makeover?

January 19, 2010

January is a fresh start, a time for resolutions, and a time for cleaning up the mess made from the holiday season. The same should apply to your Pay-Per-Click campaigns. Breathe new life into them with fresh keywords, ad text, and competitive research.

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Here is a 5 step plan to give your PPC accounts a (much needed) winter makeover:

1. Read Blog Articles For New Keyword Ideas: Read your industry blogs to keep up with the latest buzz words. Reading the latest and greatest articles may help you think of new ways people will be searching for your products. Setting up a Google blog reader to follow blogs from your industry can help make this task much more time efficient.

Easy Recipe for Successful Ad Text

January 7, 2010

When it comes to ad text "Always Be Testing" is the motto that we hold in high esteem here at ROI Revolution. If you continually test your ads (to beat the current best performer) you will constantly improve the performance of your campaigns.

It is important to remember that there are a few strategies and tips you pretty much always need to implement as you are writing and testing ads. I"ve come up with an "ad recipe" that I keep on my desk to ensure all necessary elements are included in the new ads I write.

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I"ll break down each ingredient:

Our Top PPC Blog Posts of 2009!

December 30, 2009

Here at ROI Revolution we've enjoyed reviewing our most popular posts of the past year. There have been a lot of changes in the Pay-Per-Click world over the last twelve months, and it's been exciting to watch them unfold.

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To wrap up the year we've ranked our top 7 PPC blog posts of 2009:


1. The One vs. Many-Per-Click Breakdown
--Turn to this article for a breakdown of the One Vs. Many-Per-Click conversion change that happened in Google AdWords this past year. Since conversions are a reflection of your bottom line, understanding this change is crucial!

2. Top 5 Free PPC Tools --There are tons of FREE PPC tools on the web. Some of them are great, some are alright, and some are just OK. Here are ROI we've had experience with almost all of them, and have compiled a list of the top 5 for you to reference.

Have You Used Google's New Wonder Wheel?

June 10, 2009

A few weeks ago our agency received an update that Google released a new tool called Wonder Wheel. I could not help but conjure up all these funny images related to wheel of fortune. After a training session with our Google team, I realized that even with a funny name, this was a very powerful keyword tool.

Here's how to find Google's new Wonder Wheel:

When a searcher types a query into Google a new Show Options link now appears

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Top 5 Free PPC Tools

April 29, 2009

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As I was conducting a live webinar recently on Google's New AdWords User Interface it dawned on me that there are thousands of AdWords users that are not using many (or any) of the free time saving tools available on the web.

Working at a ppc agency, we share new tools and techniques on a weekly basis. Individuals managing their own accounts are not as fortunate and do not get these insights.

I wanted to take a few minutes and highlight the top 5 tools (in my opinion) that all AdWords users should be taking advantage of. They are all free and could save you tons of time and money.

After reading the reviews add the links to your toolbar for quick easy access during your AdWords management.

I know we all have busy schedules so I've condensed my descriptions to include only the meat and potatoes of what each tool has to offer and why you would want to use it:

How to Use Negative Keywords When Targeting Google's Content Network

January 26, 2009

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If you put "Negative Keywords" and "Content Network" in the same sentence, even folks with intermediate PPC experience get confused. I felt the same way until a recent conversation with our Google Rep. She helped to clarify the best practices for using negative keywords when creating AdWords campaigns that target Google's content network.

While writing this article, I will assume that you are already implementing the AdWords best practice of separating out your search traffic and content traffic campaigns. If you aren't, well shame on you! It takes about 10 minutes in AdWords editor and can save you tons of money.

For quite some time, most SEM specialists have known that the best practice is to eliminate phrase and exact match types in content network campaigns, only using broad match terms. Since the keywords are being viewed as a theme, match types do not apply. It is best practice to have no more than 10 to 15 broad match keywords per adgroup in content campaigns.

Negative keywords should be thought of very differently on the content network. Copying the negative keywords you have in your search campaigns to your content campaign could limit the sites your ads are eligible to show on. This could severely restrict a number of relevant impressions being generated (and possible conversions!)

The right way to use negatives on the content network is to:

1.Start off with only negative keywords that are highly irrelevant.

2. Only add your negative keywords in broad match.

To control where your ad shows, run the AdWords Placement Performance report . This report will show you which content sites your ad was shown on. You can view performance (cost, conversions, ect.) for each site. Site's that are highly irrelevant or unprofitable can be added as excluded sites.

So go take a look at your content negative keywords. A few simple changes to your negatives could open up the taps on tons of relevant traffic!

Google Enhanced Campaign's 101

July 25, 2008

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By now, most search marketers have at least heard of Google's new Enhanced Campaign option. It was taken out of Beta a few weeks ago, and now is available in all accounts. I wanted to take some time to go over the basics, discuss some misconceptions, and explain exactly how this affects your Google AdWords accounts.

So let's start with the basics.
What is an Enhanced Campaign? It's Google's way of meshing Placement Targeted content campaigns with Keyword Targeted content campaigns. While writing this article, I will assume you have separated out your Search and Content campaigns (AdWords 101.)

What's the big deal?
Many people are not aware that in traditional Placement Targeted campaigns, your ad can show ANWHERE on the sites that you target. This means that your ad is less likely to be shown at the 'moment of relevance.' Keyword Targeted content campaigns do this, but they target the entire content network. Advertisers wanted to do both: use keywords to target certain sites. Voila! Google gave us Enhanced Campaigns. Thank you Google!

AdWords Editor Updates - Pay Attention!

June 12, 2008

18update.jpgDo you pay enough attention to the AdWords Editor Updates? If your answer is no, I recommend that you start. There is usually some really good stuff, that unless you take the time to read the Editor release notes, you probably would not know about.

Each new version of AdWords Editor is accompanied by release notes, which I highly recommend reading. I will save you some time by highlighting the best, most beneficial updates from the latest version(AdWords Editor 6.0.)

Append Keywords : This tool allows you to add a word/phrase to the beginning or end of any text within the account. I have found this VERY useful in creating local campaigns. Simply take a general campaign and append the city name to all keywords (then tweak the ad text of course.) It is also useful for adding offers to headlines, or changing display URLs.

Get Recent Changes: There is a new option to include minimum bid changes. Before you had to re-download the entire account to get this data. This is very useful in accounts that have keywords that often go inactive. Also when you download this, the changes are highlighted so it is easy to spot the keywords that have recently gone inactive.

Duplicate Keywords: Finding duplicate keywords is now easier! You can now quickly select all the duplicates that meet certain criteria. For example, you can choose to select all the duplicates with the lowest CTR, then delete them. This tool was always handy, but you had to delete the duplicates manually in order to keep keywords with the highest CTR.

Drum roll please!

Content Network Exposed

January 31, 2008

curtainsOne of the biggest challenges in Pay-Per-Click advertising is trying to capitalize on the Content network. Search Engine Marketers know there is qualified traffic out there, but reaching it is the biggest obstacle.

Did you know Google offers a report that details exactly which Content sites your ads are placed on? Yes it's true! Google will not only tell you what sites your ads were placed on, but also which sites brought in conversions for your business. In order for the report to show conversion data you must have Conversion Tracking properly set-up on your sites success/thank-you pages.

The report is called Placement Performance and it is an invaluable tool to help you get the most out of the content network. It reveals which sites are making you money and which sites are costing you money. The AdWords Help Center outlines exactly how to create this report. You should create a Report Template so it's easy to run again .

There are two main objectives when analyzing this report;

1) Exclude sites that are not profitable. To do this, sort by cost. Are there certain sites that are not relevant that you are getting clicks from? If yes, add them as excluded sites. By doing this, you are telling Google you do NOT want your ad to show on these sites.

2) Capitalize on sites that are making you money. If there are certain sites that your ads are showing on where conversion rate is through the roof, then you should think about creating a placement-targeted campaign. This will allow you to target specific sites giving you more control over bidding, ad text, and budgets.

The Google AdWords help center offers a great article on more ways to benefit from this report. If you are not currently using this report, I recommend that you run it at least twice per month. The money it will save you will definitely be worth your time.

Holiday PPC Preparation: You should have started yesterday!

October 29, 2007

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The weeks between Halloween & Thanksgiving fly by so start preparing your paid search campaigns now to maximize on the biggest retail season of the year. According to comScore last year during the Holiday season consumers spent $24.4 billion online! That number alone should motivate you.

During October and early November you should flesh out holiday keywords and ad creative and load them into your Google AdWords account. This will give your ads time to gain history, and since part of your quality score is based on history, this is a must. It will also give you time to sort out any disapproved keywords or ad text.

Also, in December keep a close eye on your bids and positioning. Obviously competition will be higher than normal, so you will need to be more aggressive. Google is expecting ad approval delays on the following dates in November: 1,5,6,7,8,9 & in December: 17,18,19,20,21.

It is important to ensure your ads are showing up through all stages of the buying cycle. Google suggests that you target general holiday gift terms to reach potential customers early in the buying cycle. But this can be a challenge! How do advertisers with niche products make money off of general terms? Qualify, qualify, qualify. Use your ad text to weed out people who wouldn't be interested in your product, and get your potential customers to click! For example, let's say your company sells leather laptop cases and you wanted to target the keyword "gifts for dad."

MSN AdCenter Labs - What a Surprise!

October 19, 2007

test-tubes.jpgI recently attended the PPC Summit in Los Angeles where I interacted with online marketers from around the country. To my surprise, many of the presenters at the conference referenced MSN adCenter Labs. This is Microsoft's website for testing new prototypes of tools they are currently developing.

After returning from the conference, I decided to check it out for myself. Below is an overview of the tools I found most useful for optimizing your paid search campaigns:

Expanding Your Paid Search Campaigns

June 27, 2007

bridge.jpgDeciding which search engines to develop paid search campaigns on can be a bit overwhelming. How does a company know when and where to expand their paid search campaigns? Most online marketers realize that Google accounts for at least 49.7% of all US searches, so it makes sense to start their paid search campaigns in Google AdWords. When it comes to expanding beyond Google, this area gets grey quickly.


Questions arise like:

  • When should I advertise on new search engines?
  • Which keywords should I bid on?
  • What should my budget be?
  • Should I use the same ad text?
The questions don't stop. Below are a few recommendations that I offer to get you moving in the right direction:

The Power of Negative Keywords, 8 Tips

June 7, 2007

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Many people wait too long before really delving into Negative Keyword research for their Google AdWords campaigns. This is a mistake!

Negative Keywords have more of an impact than most people realize.

Not only do Negative Keywords save you money by minimizing clicks from visitors who really are not interested in your product or service, but they increase your Clickthrough Rate (CTR) and Quality Score! This decrease in 'bad' impression will automatically give you higher quality clicks that can have a real impact on your conversion rate.

Negative Keywords can be hard to find, but the search is worth it.

Here are eight tips and tricks to getting the most out of your Negative Keyword research:

"Project Panama" Now Live!

October 18, 2006

Panama-Canal-Ship2.jpgPay Per Click advertisers rejoice!

YSM's (Yahoo! Search Marketing) "Project Panama" has begun it's long awaited roll-out! I received an e-mail this morning with the headline: "The New Sponsored Search is Now Live!" I went running through the office with the news. I logged into my account awaiting the new interface, and was disappointed to find out it was not there! They are sending invitations in stages to U.S advertisers.

We received a helpful hint at a Yahoo! Advertisers Workshop that I attended a few weeks ago and blogged about. If you do not have your keywords separated into categories, do this now! If you have any unassigned keywords then Yahoo will automatically put then in categories for you once the new interface is launched. It will be much better for you to do this yourself since you have a better understanding of your business model & the categories that they need to be separated into.

The upgrade center is available for all advertisers to help make the transition smooth. There are flash tutorials & PDF guides to get you up to par with the new interface.

Yahoo's Panama Project Revealed!

October 10, 2006

Blog - Yahoo! 2.jpgThe ROI team recently attended a Yahoo Search Marketing(YSM!) workshop in Alexandria, VA. The conference was extremely helpful in gaining new insight on creative ways to manage and optimize campaigns. The presenter, Heather Lutze, did a fantastic job balancing Yahoo's affiliation with the workshop and relating the knowledge to all PPC campaigns.

We were ecstatic when Heather announced that after the lunch break we would get a glimpse of the new Yahoo advertising interface known as "Project Panama." As all of us know this project has taken longer than foreseen, but after the brief slide show outlining the interface I believe it is safe to say that it will be worth the wait.

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