2 Reasons to Love the New Google AdWords Paid & Organic Report

2 Reasons to Love the New Google AdWords Paid & Organic Report - Hello blogger, how are you..?? I hope your are fine. This time I'll post it 2 Reasons to Love the New Google AdWords Paid & Organic Report.

Google recently launched a brand new report that shows the total traffic by keyword from paid and organic search. This is the first report of its kind. This report is available in the dimensions tab after linking your Google AdWords and Webmaster Tools accounts.
We too often as paid search marketers think only about paid search and ignore anything else around us. So when this report was announced I was excited to learn of the news and started linking up our clients Webmaster Tools accounts quickly.
I have been really working on trying to find and increase points of integration this year. This report is one additional feather in the cap that validates the importance of multiple tactics working together to their total maximize value.
As data started pouring in to the account it was easy to see why this report will be very valuable to marketers. Here are two of those reasons.

1. Co-Exposure Monitoring

Better understanding the value of having both paid and organic listings display. What is the right mix and position of keywords in the results page? Now we can run tests and understand how rank, and coverage impacts market share, CTR, and conversions.
For example, a keyword like "running shoes" may be too expensive via paid search to run at top positions. With this report you can now understand how much traffic is moved or shifted to your organic listing if you move to position 5 in paid.
A key part in making a great search marketer is finding maximum value from all of search, and not just squeezing every nickel from PPC.

2. Keyword identification

What keywords are we getting traffic on and via what sources? We are now able to quickly and easily understand situations where paid traffic is driving high volume, but organic is not present.
We can also look out for keyword trends based on search volume we may not be aware of. For example, maybe the offline team is running a promotion, but never loops in the digital team (I know this never happens right?). With this report we can determine if given various match types or Google's algorithm if there is any traffic to warrant a strategy.

Visualizing Paid & Organic Clicks

The report makes it possible to quickly visualize the overlap of paid and organic clicks. My company did this using a tool built internally and showed us the following for a client, which for the sake of this example targets "fake shoes" keywords:

• Keywords that have a high impression share, or strong CTR in paid, still are largely dominated by SEO traffic.
• You can't make any assumptions on the value of paid or organic and the maximum value between both channels. Given personalization, the competitive set, and universal search, there are general rules, but not absolutes, as it relates to the "right" strategy to pick globally for an account.

Summary

Overall, I applaud Google for the access to this data. I'm excited to continue to use this data to make more inclusive decisions. It really is a great way to advance search marketing as a discipline and encourage us to reach across the aisle more frequently to our organic search friends.
You have to remember when we take our search marketing hats off, we're customers. Customers in general don't know the difference between paid and organic search results. They just want to find what they are looking for.
As search marketers, we want those customers to find our specific listings. This report and maximizing the total impact of the search results page is a great step forward. I can't wait to run my next paid and organic search overlap report to see if this changes the landscape.

Thus the earlier article, may be a benefit for you

(source: www.searchenginewatch.com/)

Google AdWords Keyword Planner vs. Keyword Tool: SEO & PPC Feature Comparison

Google AdWords Keyword Planner vs. Keyword Tool: SEO & PPC Feature Comparison -
Google's AdWords Keyword Tool enables online marketers to quickly retrieve an overview of the relevancy of single search terms as well as whole product categories and brands, making it an important everyday tool.
However, Google will soon combine the Keyword Tool and Traffic Estimator into just one new product: the Keyword Planner. Google will also add a new keyword merger function that allows for wrapping and combining keywords.
The Keyword Planner offers both basic functions of Keyword Tool and Traffic Estimator in two different types. There will be no program-related barrier as is presently the case with the two tools and it will also be easy to transfer keywords from ideas to estimated traffic and integrate them into the account in a structured way.
With the approaching consolidation of the Keyword Tool and the Traffic Estimator into the Keyword Planner, SEO and PPC professionals should become familiar with this new product. What does this change means for keyword research? Here's a comparison of the Keyword Tool and Keyword Planner.

Short Facts (Cheat Sheet)

There are three function types. These differ in terms of the number of available keywords and in terms of whether they actually display keyword ideas.
Google generally describes all keyword displays with keyword ideas and ad group ideas, regardless of whether new recommendations are actually provided. The filters are only partly at your disposal after the first query.

1. Ideas for Looking for Keywords and Ad Groups

It is possible to enter up to 50 keywords, as well as one target site or one product category within the interface to retrieve keywords and keyword ideas. These are then displayed with information regarding search volume, competition, and the average CPC.

2. Enter or Upload Keywords to Learn About Their Performance

In order to retrieve search volume data one can either enter up to 1,000 keywords into the interface or upload up to 10,000 via a CSV. Once this has been done, you then need to choose the option "Get search volume." New keyword suggestions can't be generated here. Search volumes of keywords can only be retrieved through exporting the data.

3. Multiply Keyword Lists

It's possible to enter several lists of keywords as long as the combined total of terms doesn't exceed 1,000.
Some of the functions have changed:

• The local search volume is only displayed for exact queries.
• The local search volume is specifically retrievable for towns and regions, several places and countries can be chosen at the same time.
• The language setting eliminates terms that don't match the chosen language. It serves as a word filter instead of a targeting filter (Google just eliminates the words instead of adjusting their search volumes).
• Keyword lists can be uploaded as CSV files to research the search volume. Separation of end device is dispensed with (fitting to the enhanced campaigns).

According to Google, future ideas as well as estimations will be more tailored to the specific account. This makes more sense for PPC, but for SEO this form of modification seems to be rather disadvantageous.

The 3 Function Types of the Keyword Planner in Detail

Type 1: Search Keywords and Ad Group Ideas

This function allows the user to enter up to 50 keywords, and one target site or one product category to generate keyword ideas. Language and "Google"/"Google and search partners" can be chosen accordingly.
Unfortunately the option "Only show ideas closely related to my search terms" is omitted. Consequently the results can only be thematically modified via included or excluded keywords.
Depending on the research, the planner sometimes lists many irrelevant terms. As usual the planner displays the results in the ad group ideas as well as in the keyword ideas. In terms of metrics however only search volume, competition, and CPC are displayed.

Type 2: Enter or Upload Keywords to See How They Perform

Keywords can be checked on their search volume and potential account performance. Here up to 1,000 keywords can be manually entered or a CSV file with up to 10,000 keywords can be uploaded. Also, position and "Google"/"Google and search partners" can be selected.
Language can't be selected in the upload, but is available as a filter after the first output of results. New keyword suggestions aren't displayed by this type; in order to get such results you need to choose type 1.
This type distinguishes between "Get estimates" and "Get search volumes". If "Get search volume" is chosen, search volume, competition and CPC are displayed. If "Get estimates" is chosen, the planner displays estimations concerning possible clicks, impressions, positions, costs, CTR, and CPC of the keywords after the insertion of offer and daily budget.

Type 3: Multiply Keyword Lists

This type represents a wrapper. It is possible to combine two or three keyword lists but the combination is strictly one-directional (A and B = AB, not: AB and BA).
Once combined, the combined list should consist of no more than 1,000 terms; other neither search volume nor estimations can be retrieved. Location and "Google"/"Google and search network" can be chosen, however language cannot be selected in the pre-setting. However it can be adjusted later on. This type generates no new ideas.

Keyword Tool vs. Keyword Planner Functions

To provide an overview, here's a comparison of the functions of the Keyword Tool and Keyword Planner, evaluated from an SEO and a PPC perspective.

Function	Keyword Tool	Keyword Planner	SEO	PPC
Limitation according to country	Selection of a country	Selection of several countries at the same time	/	/
Limitation according to language	Search volume filtered depending on the language queries (number of search volume gets smaller): Language targeting	Take into account only words of this language, foreign terms (partly also Anglicisms) completely fall out of the research: Language word filter
Limitation according to region/city	-	New
End devices	Separation of end devices possible	Separation of end devices are dropped
Matchtype in search volume	Retrieval of search volume possible for widely, exact and word group	Retrieval of search volume only possible for exact
Matchtype in estimations	Retrieval of estimations possible for widely, exact and word group	Retrieval of search volume possible for widely, exact and word group	/	/
Insertion	Insertion of keywords, website and/or category possible	Insertion of keywords, website and/or category possible in type 1; in the other types only insertion of keywords possible	/	/
Include/exclude terms	Stays	Stays	/	/
Research of new keyword ideas	Possible	Possible in type 1	/	/
Improvement of keyword ideas according to conceptual vicinity	Option "Only display ideas very similar to my search terms"	Not possible anymore
Research of new ad groups ideas	Possible	Possible in type 1	/	/
Search volume for display groups ideas	Not mentioned	Summed-up search volume of the keywords central to ad groups (cluster)	/
Display ideas for adults	Possible	Possible	/	/
Filtering of ideas	Possible according to: Search queries (local and global) Competition Ad share CPC	Possible according to: Search queries Competition CPC	/	/
Intermediate storage of keywords	Keyword ideas, ad group ideas	Adding to the plan only in the suggested or given ad groups	/
Export of keyword ideas	One's own keyword ideas, all search results, one's own ad group ideas, bulk download	Download keyword statistics or plan for all individually chosen ad groups (Type 1), additionally segmented after month, for Excel or AdWords Editor	/	/
Adaption of columns	Possible	Omitted	/	/
Information	- Competition - Global search queries - Local search queries - Ad ratio - Google search network - Ratio in search queries - Approximate CPC - Local search trends	- Average search queries (locally consistent with site selection) - Competition - Average CPC - Local Search trends - Selection by Google / Google and search network possible	/	/
Local search trends	Exemplified as column and through export	Only through export
Download of results	Possible (only statistics for search volume)	Download of statistics and traffic estimations possible in one data	/
Retrieval of traffic estimations	-	New	/
Creation of a plan with ad groups and keywords	-	New	/
Fading out keywords already in the account	-	New	/
Upload of keywords in a CSV file	-	New, maximum of 10,000 keywords
Upload of keywords in ad groups (cluster)	Not possible	Possible in type 2
Manual insertion of keywords for one's own ideas	200+ keywords	50 keywords	-
Manual insertion of keywords for search volume	200+ keywords	1,000 keywords	-
Rate time of data	Only current status	Intermediate saving as "plan"
Wrapper	-	New

Advantages

The table shows some of the advantages and in the following paragraph the most interesting ones for SEO and PPC are listed. Local targeting in particular can bring significant improvements.
Not only can different countries be selected as areas but also various regions (e.g., Shreveport, LA) or cities (e.g., New York). This is a vast improvement, particularly for local SEO professionals or locally referring ads. This is very helpful if you want to bundle countries on the basis of language.
The upload of CSV files enables querying of performance data for up to 10,000 keywords (e.g. from pre-combined lists from one's own tools). Also raising the keyword limit to 1,000 in type 2 makes work easier.
By bundling the keywords in ad groups (that is, also in every other possible cluster) you can easily retrieve the search volumes for the respective category, ad group, landing page etc. The integrated wrapper helps in requesting the search volume. Though in this function the Google Keyword Planner replaces single external tools and spares routine pieces of copy and paste work, it doesn't generate any additional ideas (not even with just a few terms).

Disadvantages

For the one part there exists a forfeit concerning functions in the field filter and settings. Statistical data for search volume can only be retrieved for the match type "exact" and not for "phrase" and "broad". Google stated that those had been too inaccurate.
One could possibly solve this problem by retrieving the estimated values for e.g. "expected impressions" that are issued. However, these values strongly depend on the chosen daily budget and the extent of the maximum CPC bid. Like this, only the total number of impressions estimated by Google (depending on the estimated impression share) is displayed.
Global and local search trends, like the results of Google search and the Google search network, can only be retrieved in multiple steps. Furthermore the search volumes for mobile phones and desktop PCs are no longer displayed separately. The data therefore just refers to all devices.
If German is selected in the language settings, English keywords are automatically sorted out and disappear from the list. This means differentiation and the chance for more detailed analysis is lost.
From a usability standpoint, the limiting of keywords to 50 when using type 1 must be stressed. If you want to retrieve 51 keywords you need to start a new query. However, experience of the Keyword Tool has shown that the idea's diversity and quality suffered if too many keywords were entered.
If you want to retrieve more than 50 keywords you should choose type 2 with 1,000 keywords or CSV upload. There mustn't be any special characters in the CSV data since these lead to error messages.
Furthermore, getting used to the tool takes some time and can be a little arduous, since it appears a bit cumbersome. However, if you take your time and deal with the various types and opportunities for keyword research, test various things and try out this and that, you will learn quickly.

Initial Takeaways

When beginning keyword research, working with type 1 is recommended. Good ideas can be easily generated even if they are a little excessive.
In the case of your own combinations or predetermined keywords type 2 and type 3 are especially relevant – also dependent on whether and to which extent you work with combination lists. Type 2 also enables users to retrieve performance data for many keywords via CSV upload.
The Keyword Planner leads directly from keyword research to ad groups and subsequently to the creation of campaigns, offering advantages due to an integrated process – particularly in the field of PPC, the main area of application.
The Keyword Planner is an improvement for beginners and inexperienced users due to the minimized data possibilities. For professionals with more differentiated requirements, hopefully the planner will continue to be refined separately from the regional filters.

source

Google Deception in selling AdSense keyword ads

An advertiser sued Google Inc. in federal court Tuesday claiming the company deceived him and charged for ads displayed on third-party Web sites, even though he left blank an "optional" box that seemed to address the issue. The dispute is over Google's popular AdSense program, which targets ads to keywords in articles and other content at participating sites. The program complements the traditional AdWords program, which runs targeted ads alongside Google's search results. Ads under both programs generate the bulk of Google's revenues.

The lawsuit accuses Google of defrauding advertisers out of millions of dollars collectively by "redefining the universally understood meaning of an input form left blank."
The plaintiff in the case, David Almeida, had signed up for Google ads to promote his private investigation business in Massachusetts. Because he did not want to buy AdSense ads, Almeida said he left the maximum per-click bid blank, believing "optional" meant he could opt out of the AdSense program by doing so.

Instead, it turned out the AdWords bid applied when he did not exercise that option, and he should have put "zero" into the box to opt out, said his attorney, Brian Kabateck, "Most of the customers that actually fall victim to this scam are the unsophisticated advertisers," Kabateck said. "The sophisticated advertisers will know better, will know how to do it. These are the little guys that don't have money to lose on a program like this." Google declined comment, saying it had not yet received the complaint.

The lawsuit was filed in U.S. District Court in San Jose, Calif., by Kabateck, Brown and Kellner, a law firm that has frequently filed consumer-protection lawsuits that seek multimillion dollar judgments or settlements. The lawsuit seeks unspecified damages and class-action status.
Kabateck estimated the unwanted advertising involved brings hundreds of millions of dollars in revenue to Google, though he could not immediately say how much Almeida specifically lost.
Kabateck has tussled with Google before and ultimately joined in a $90 million settlement in 2007-2008 over "click fraud," in which merchants are billed for fruitless traffic generated by someone who repeatedly clicks on an advertiser's Web link with no intention of ever buying anything. It seems that Google Adsense have already dominated the internet marketing business and is now considered the easiest way to making money online.

The key to success with Adsense is the placing of ads on pages that are receiving high traffic for high demand keywords. The higher the cost-per-click to the advertiser, the more you will receive per click from your site. Obviously, it does not pay to target low cost-per-click keywords and place them on pages that do not receive hits.

With all the people getting online and clicking away everyday, it is no wonder why Google Adsense has become an instant hit. (Jasmeen Brar, ArticleManiac)

For more useful tips & hints, Points to ponder and keep in mind, techniques & insights pertaining to Google Adsense, Do please browse for more information at our website :
thegooglefund.com | www.google-atm-machine.com | www.googleatmcash.com

5 Steps to Starting a Successful Google Adwords Campaign

Does working a couple hours a day at home on your computer and making thousands a month sound appealing to you? Well, there are people who are doing just that by using Google Adwords and loving it. They have more time to do the things they really enjoy in life. What they all learned is to work smarter, not harder.

What is Google Adwords? Whenever you conduct a search using google you will see a list of search results. These are displayed for free. In addition, you will see Sponsored Links displayed at the right of the search results and sometimes displayed at the top of the results. These are paid advertisements. The Adword advertisements are pay-per-click which means the person advertising pays google every time someone clicks on their advertisement.

People are using Google Adwords, a Pay-Per-Click program, to market their own website and products. In addition, many people are also using it even if they do not own a website. They use it to promote and market affiliate programs. The benefit to using adwords is that you can get instant traffic to your site.

Following are (5) steps to starting a successful google adwords campaign.

Step 1- Gain Basic Knowledge

Before you attempt to start making money with adwords you first need to educate yourself. You need to understand how adwords and pey-per-clicks work. Google has an informative site that provides demos and guides to learn the basics of how it works on their webpage. There are also numerous ebooks on the topic. However, make sure that the authors are credible, experienced, and professional experts. These experts share a wealth of information, tips and strategies.

Step 2 – Open a Google Adwords Account

After you understand how google works then you are ready to open a google adword account. Google has minimal costs to get started. Google will take you through several steps in setting up your account.

Step 3- Write a Creative Text Ad

You will need to create your ad. The purpose of the ad is to get as many people to click on it as possible. You want to stand out from the rest. Before writing your ad, study your competitor’s ads. Then write several different creative text ads and test each one to see which one has the highest click thru rate.

Step 4- The Keyword List

The keyword list is crucial. The right list can be the difference between success and failure so you will want to build the most efficient and focused keyword list. The more focused your keywords are the more targeted and interested the visitors who click on your ads will be resulting in more purchases. However, the more general your keyword list is the more visitors not interested in what you are selling and this can easily and quickly use up your advertising budget.

Step 5- Setting Your Budget

Google will ask you what is the maximum you would like to spend, on average per day and what is the maximum you are willing to pay each time someone clicks on your ad. Set your maximum budget at an affordable and comfortable level and never spend more than your visitor is worth.

These are the five basic steps to get you starting towards google adword success. As you practice and gain experience with adwords, you will keep improving your campaigns performance. And as you performance improves you will get more targeted visitors that will result in more sales.


About Author:
William James is the owner of http://www.Money-Making-Online.net a site focused on how to make money online resulting in huge google profits. Featuring free tools, resources and useful articles. Article Source: Free Article Directory - Search And Submit Articles

Secret Behind Google Adwords

There is nothing more rewarding than receiving the check of hard earned money. You must have seen thousands upon thousands of online testimonies of how they 'got rich' from Google Adsense and how they make thousands per week. Some of these stories are not entirely false.

The main secret behind making money from Google Adwords /Adsense program is content. There is no shortcut. Content is the first step behind any successful money making website. Of course, there is SEO-ing, but content is what drives the potential customers to your site. How much you are willing to invest will determine how much you will make per month, but it is possible to make money without spending a dime.

First of all, you will need a website. Assuming your content will be purely textual (since Google spiders crawl on text/keywords), you may either get a domain and hosting or choose to post to a blog, or you could sign up for free ad-supported website. It is recommended that if you plan on making money from your website, you ought to get a website with your own domain name, after all, ad supported hosting defeats the purpose of your money making; plus, you want your website to appear as professional and less congested as possible.

Now that you have a website, the next step is getting content for your site, but we'll get to that at the end of this article.
Now that you have a domain name and a niche, you will have to sign up for the Google Adwords Program. Note that Google Adward enables you to get paid for advertising and Google Adsense is when you will have to pay for advertising.
Now that you have your domain with efficient hosting, and your Adwords account, you will need to build your site. If you are already a site-creating guru, then you are a step ahead. If not, creating your content site is not purely throwing out HTML pages. Sooner or later, content is going to keep growing and you may either get an efficient content manager or get hired help.

Traffic makes the difference between you making money or you not getting a dime. In order to get traffic, you can either optimize your website or get traffic by spamming. Now, remember that spamming will not get you repeat visitors, and will give your business a very bad reputation, plus, spamming may cost your website not to be listed on search engines, and Google has the right, under the 'Terms and Conditions' to revoke your Adwords account. You definitely do not want to start from scratch.

Traffic can come by word of mouth and efficient SEO-ing. SEO is an enormously broad topic that ranges from content, link popularity, link exchanges, keywords, web description, etc., to website rankings and so on. In order to remain on the top of your niche, you will need to always want your customers coming back. In order to keep that traffic flowing, you will need to keep content coming fresh and keeping your site constantly optimized and up to date. You will need to be aware of most common spider crawling techniques and use it to your advantage.

Another most common made mistake in getting website content free and cheap is to copy other websites or repeat the same information (if you have more than one money-making site). This is a bad move! Search engines will see this duplicate content as spam and remove it from searched results. Also, if you copy and paste content that is not yours and/or of public domain you will be infringing copyright. Copyright infringement is a crime.

As far as content goes, you can hire help to write articles or you can conveniently buy articles in bulk. Bulk articles are normally distributed by renowned companies and usually are more cost-efficient. Bulk content is also good if you are thinking of expanding your site. A renowned company that can help you with content and marketing strategies is the Myrdhinn's Marketing Madness. There are thousands of articles in different niches and since it's from a trustworthy company, you can always return for new quality content.

Remember that signing up for Google Adwords is free. If your website gets rejected at first, don't worry. Just build your site and re-apply. As long as your website is legitimate and is not an 'about-me' site, you are more than likely to get approved. Plus, having an Adwords account opens you to the Google community and you can increase your PageRank dramatically.

Did you find this article useful? For more useful tips & hints, Points to ponder and keep in mind, techniques & insights pertaining to Google Adsense, Do please browse for more information at our website : http://www.thegooglefund.com - http://www.google-atm-machine.com

Costly Adwords Mistakes

When using Google Adwords it is extremely important that your advertising campaigns are optimized to their full potential. If you want to have a significant return on your investment, you must make sure your research your keywords first.

I will go over the costly mistakes that most business owners make when using adwords.

1. Creating a long list of less than targeted keywords
2. Failing to identify unique aspects of your product or service
3. A lack of keywords in your ad text
4. Directing users solely to your home page
5. Creating single ad groups
6. Utilizing single campaigns
7. Using broad match only
8. Failing to optimize ad serving for your ads
9. Failing to track results
10. Entering the content network without modifying bids

1. Creating a Long List of Poorly Targeted Keywords
When you first set out to create your AdWords campaign, it's important not to go "keyword crazy" -- resist the temptation to create long lists of irrelevant, generic keywords. For example, if you ran an automotive dealership then, it wouldn't be in your best interests to target the keyword "truck." The cost per click (CPC) for such a generic keyword would be incredibly high when compared to a more descriptive and relevant keyword, such as "T-Z783 Extended Cab."

Similarly, the keyphrase "tail light covers" would not produce conversions if you strictly conducted automotive sales only. The phrase may bring visitors to your site, but if they don't find what they're looking for when they get there, they'll leave just as quickly as they arrived.

It's important to identify your specific niche, and to market directly to users who want the products and services that you offer. Don't trick yourself into thinking that broader is better. With AdWords, that's just not true.

2. Failing to Identify Unique Aspects of your Product or Service
Before you implement your AdWords campaign, you must understand exactly what it is that makes your organization stand out from the competition. By identifying your unique products, services, or offerings, you'll see clearly how you can rise above your competitors and zone in on the keywords or phrases that are unique to your business.
I'd recommend that you perform an analysis of your competition. Have a look and see what they're doing, and which phrases they're using. After you've conducted a competition analysis, and you understand what makes your products or services unique, you'll be able to come up with a strategy that will topple your competitors.

3. A Lack of Keywords in your Ad Text
When you're creating descriptive ad copy, it's imperative that you manage to inject your keywords in to your title and description while maintaining a delicate balance between clarity and relevance. Your ad copy should be tailored in such a way that as visitors read it, they understand exactly what they can expect when they click on your ad.

4. Directing Users Solely to your Homepage Few
site owners take the time to decide which destination URL should be applied to each ad. Instead, they point all ads in a campaign to the site's homepage, then wonder why they're not getting decent conversions.
Why waste your time sending people to your homepage when you have already compiled a huge list of relevant keywords that describe each of your unique offers. Do not make your visitors navigate through your homepage in hopes they will find what they came looking for?
Why not send them straight to the page that contains exactly what was described to them in the ad copy? Referring back to our example, if, as the automotive dealership owner, you'd created an ad that contained the keyword "T-Z783 Extended Cab," which URL would you send prospects to? Instead of sending them to www.auto-motive-dealership.com, you'd send them straight to www.auto-motive-dealership.com/T-Z783_Extended_Cab.html, of course!

5. Creating Single Ad Groups
If you categorize ads that target related keywords into a common AdWords ad group, you'll establish a high level of control over your entire campaign.
Let's image that you own a sporting goods store. You might start by grouping all the ads you'd targeted towards hockey skates into a single ad group. You'd then create another ad-group which would contain ads that targeted hockey sticks, another that contained ads for hockey gloves, and so on.
Organizing your ad group structure in this manner gives you the ability to create in-depth reports on each ad-group, and to make real changes that have a significant impact on those ads' performance over time.

6. Utilizing Single Ad Campaigns
Once you have your AdWords ads sorted into easily identified ad groups, you can move on to the next step: creating campaigns.
In the example above, we created ad groups that contain ads relating to separate products: hockey skates, sticks, gloves, and so on. Now, it's time to create a container entitled "hockey equipment" to hold all of the ad groups in the campaign. Then, you can repeat the process of creating ad groups for tennis -- one group for shoes, one for racquets, and so on -- and drop all the groups into a single campaign called "tennis equipment."
Having highly organized campaigns is the key to determining which ads are creating the optimal conversions. Don't simply put all your ads into the one campaign -- split them into separate campaigns to make tracking and amending the ad groups easy.

7. Using Broad Match Only
Unless you take advantage of the phrase matching options that AdWords makes available, chances are that you're missing out on potential customers and creating a higher CPC for yourself.
As the name suggests, broad matches are usually less targeted than exact and phrase matches. Broad matching is the default option under which your ads will appear for expanded matches such as plurals or relevant keyword variations.
When you utilize phrase matching, your ad will appear for your chosen search terms in the order that you specify, and sometimes for other terms, too. Exact matching is by far the most targeted option to use, so don't neglect it! You ad will appear for the exact keyword you specified. The negative keyword option is also a great tool -- it allows you to specify the keywords for which you don't want the ads to appear. Here's a quick example of how these targeting options work:

Broad match: Default option: blue widget Phrase match: Surround the keyword in quotes: "blue widget" Exact match: Surround the keyword in square brackets: [blue widget] Negative match: Place a negative sign before the keyword: -blue widget Take the time to test these different matching techniques, and to tweak your selections to improve your conversions. Broad matching is not necessarily the best -- or only -- option!

8. Failing to Optimize Ad Serving for your Ads
When you take advantage of the AdWords ad serving service, you'll ensure that your most popular ads are displayed more often.
The AdWords platform will give more weight to the ads with the highest click through rates (CTRs), and will display them more often than ads with lower (CTRs) in the same ad group.

9. Failing to Track Results
In order to have any idea about your AdWords campaign's performance, you must be able to identify which keywords work and which do not. Google AdWords supplies a vast array of very useful tracking tools. Google has also built into the AdWords interface Google Analytics -- a marvellous web analytics tool that provides in-depth reporting on all aspects of your campaign's performance.
I cannot stress enough the importance of creating goals for your AdWords campaign, then comparing your actual performance against these goals so that you can gauge your success.

10. Entering the Content Network without Modifying Bids
The AdWords platform has recently given advertisers the ability to set different bids for the content network than for the search network.
If you don't set different bids on the content network for your keywords, you'll be paying more than you should be for each click. Lower the prices on certain keywords, and you'll notice that the number of clickthroughs you'll receive will remain the same as at the higher bid.
Copyright (c) 2008 Leighton James.


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