This document provides tips for running cost-effective pay-per-click (PPC) campaigns. It discusses strategies for setting up accounts and campaigns on Google AdWords and Microsoft adCenter including using separate budgets for search and display campaigns, adjusting bids based on time of day or match types, and utilizing negative keywords. It also promotes Portent's new PPC management service for small businesses spending $500-$3,000 per month and an upcoming webinar on analyzing PPC campaigns with Google Analytics.
The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & LavaKlientBoost
Ever launched any PPC campaigns that didn't convert well? It's most likely because you didn't match your call to action with the intent of the visitor...
Putting The Brand Bidding Debate To Bed - HeroConf London 2016 - ArianneArianne Donoghue
The question of whether or not you should bid on your brand keywords is as old as paid search itself. Discover the answer to the question and get tips for how to react to competitors and work out which are "good" and "bad" terms to bid on.
Is your AdWords account as effective as it could be? Use this 8-step AdWords audit process to find areas in need of improvement and expansion.An AdWords account audit is the process of evaluating the effectiveness of your AdWords accounts.
An audit can reveal painful hidden issues that need to be addressed. Once you’ve identified these issues, you can get to work improving the overall health and performance of your account.
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
How to find your perfect Google Adwords budgetHeyday ApS
I often hear from companies that they don’t know how much money they should put into their Google Adwords account. But let me show you how you will get your perfect PPC budget. Step by step.
First of all Google Adwords (or PPC) is not a cost – it’s an investment. So the question is how much money should you invest in your Google Adwords?
If you invest less than you should then you are losing sale right? You could have sold more products than you are doing right now. And if you are investing too much well then you will not get enough return on your investments.
Google Adwords is suggesting your bids and your daily budget – but Google Adwords has no ideas of your Average-Order-Value (AOV) or your Close-Rate (CR) or your business model.
Greg Simon from Fat Cat Rewards' Presentation from the 'Power Affiliate' panel at affili@syd - Australia's first affiliate marketing conference, which was run in Sydney in May 2009
Intro to Google Adwords from SMX Sphinncon 2011Charlie Kalech
Intro to Google Adwords covering campaign and adgroup set-up, tips and tricks for ad text, keyword selection, landing pages and conversion optimization
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
The PPC Traffic Thermometer - Why You Should Care About Ice Cubes & LavaKlientBoost
Ever launched any PPC campaigns that didn't convert well? It's most likely because you didn't match your call to action with the intent of the visitor...
Putting The Brand Bidding Debate To Bed - HeroConf London 2016 - ArianneArianne Donoghue
The question of whether or not you should bid on your brand keywords is as old as paid search itself. Discover the answer to the question and get tips for how to react to competitors and work out which are "good" and "bad" terms to bid on.
Is your AdWords account as effective as it could be? Use this 8-step AdWords audit process to find areas in need of improvement and expansion.An AdWords account audit is the process of evaluating the effectiveness of your AdWords accounts.
An audit can reveal painful hidden issues that need to be addressed. Once you’ve identified these issues, you can get to work improving the overall health and performance of your account.
Check here how SEO and PPC works and is differenciated. Get the full details about PPC and its components, how campaigns work, keyword research, writting ad, maintaining ads and much more. Find more information about PPC and SEO here at http://www.promomasters.ch/.
How to find your perfect Google Adwords budgetHeyday ApS
I often hear from companies that they don’t know how much money they should put into their Google Adwords account. But let me show you how you will get your perfect PPC budget. Step by step.
First of all Google Adwords (or PPC) is not a cost – it’s an investment. So the question is how much money should you invest in your Google Adwords?
If you invest less than you should then you are losing sale right? You could have sold more products than you are doing right now. And if you are investing too much well then you will not get enough return on your investments.
Google Adwords is suggesting your bids and your daily budget – but Google Adwords has no ideas of your Average-Order-Value (AOV) or your Close-Rate (CR) or your business model.
Greg Simon from Fat Cat Rewards' Presentation from the 'Power Affiliate' panel at affili@syd - Australia's first affiliate marketing conference, which was run in Sydney in May 2009
Intro to Google Adwords from SMX Sphinncon 2011Charlie Kalech
Intro to Google Adwords covering campaign and adgroup set-up, tips and tricks for ad text, keyword selection, landing pages and conversion optimization
The slides used by Matthew Sauer from iProspect at the E-commerce Meetup organized jointly with Neto, Hubspot and SEMrush: https://www.semrush.com/webinars/e-commerce-meetup/?language=en
Hero Conf London 2016 - The Definitive Framework for Bidding in AdWordsWijnand Meijer
When it comes to setting bids in AdWords, you have more options than you may realize: manual CPC, enhanced CPC, automated rules, AdWords scripts, bid simulator, bid adjustments, smart bidding with target CPA or target ROAS and of course automated bidding with 3rd party solutions.
So the question arises: when should and shouldn’t you use each of these bidding methods? In this presentation, you'll discover:
- Why great bids can’t fix a lousy campaign
- What it means to be truly profit-driven when it comes to bidding (less than 10% of advertisers work this way)
- When it’s best to use each of the mentioned bidding options, based on a new framework for bidding in AdWords
Beating the competition at the AdWords bidding game is not an easy task. Many advertisers choose to automate bids using Google AdWords or a dedicated third-party tool, BUT neither option is a perfect fit for everyone. So what's the best bid strategy for you?
In this on demand customer webinar, WordStream's PPC experts will guide you through how they think about bidding, and how you can apply our strategies to your own campaigns. We'll share actionable advice to help you conquer AdWords bidding! You'll learn:
- How to crush your AdWords competition & save money
- Signs & signals used to adjust your bids
- And so much more!
Watch this webinar today and learn a successful bidding strategy that will help you beat your AdWords competition once and for all.
"10 best practices for adwords" by Etienne Alcouffe from EffilabTheFamily
It's almost Christmas time: You asked for it, we deliver! Here's a workshop on the 10 best practices for AdWords :)
AdWords is always a hot topic for any startup looking to acquire customers or even test new ideas.
There's a lot you can learn on your own through testing and experimenting, but why not give yourself an unfair advantage and the best tools to succeed?
Learn to avoid the most common mistakes. With a small amount of work and by auditing your campaign, you can make a huge difference and get way ahead of your competitors.
The presentation covers various best practices that should be considered when developing PPC (Pay per Click) advertising campaigns on Google AdWords in order to increase your revenues and beat the competition.
Etienne Alcouffe is a Search Engine Marketing Specialist at the Effilab / Adsonwall group with a background in SEO, SMO, content and digital advertising.
Etienne is passionate about advertising and will transform you in an Ad Geek! Follow him on twitter: @EtienneAf
http://www.pointit.com - This presentation discusses new Google Ad formats, the content network, international PPC, GEO targeting PPC, and working with search engine representatives.
AdWords Key to Success from Pico DigitalCasey Meraz
From Samantha Bedford (Pico Digital)
In the 15 years I have been in the industry the main element I find when auditing paid search campaigns is that the foundation is poor. When speaking about foundation I am talking about the structure of your campaigns, adgroups and match types, and how they have been grouped to ensure each ad is relevant to the keyword and landing page.
Event Sponsored by CLIMB SEO:
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19 adwords-bidding-strategies & Check Pros and Cons of different kind of AdWo...Gaurav Pandey
How much should we spend on an ad? How do we best adjust our budget? How do we optimize our bids? What are flexible bidding strategies? These are all questions all PPC advertisers face, Let’s check Pros and Cons of different kind of Bid strategies. So, ones again I want to tell you it’s completely on you what kind of conversion and what kind of business you have some time Enhanced CPC is more important to get adjust your manual bid and a little bid we use Enhanced CPC for Bosting your Campaign. this is just a normal example-
Google adwords tutorials by om sir's student neha nayakOM Maurya
how to create Google adwords campaign and use bid strategy according to goals like increase traffic we use cpc,for brand awarness we use cpm, for conversion goals we use cpa, for vidoe display add we use cpv bid strategy techniques..
Digital innovation-summit roi-of-ai-sept2017_v3BrightEdge
ROI of AI is a presentation that explores the intersections of emerging artificial intelligence features and technology with all facets of digital marketing: SEO, user experience, content development and marketing. A brief exploration of the how and what of AI provides foundation for the prescriptive guidance on how to best influence the technology for the optimal client outcomes.
PPC for the Manager who Manages EverythingBrightEdge
- Are you the lone wolf executing your company's WHOLE web presence, from marketing to design to website updates?
- Or do you manage a team responsible for your company's PPC program, along with every other digital marketing practice?
- Or perhaps you're a small business owner who needs to drive the bottom line, whatever it takes?
In this webinar, Portent's PPC Team Lead Mike Fitterer will give you strategic, actionable advice on how to manage PPC successfully, when you're managing everything. If you're on the fence about PPC, considering cutbacks, or just trying to break out of a plateau-induced funk, you won't want to miss this session. In the end, you'll walk away with specific improvements and guidance that will give your PPC program and your ROI a shot in the arm, no matter where you're seeing it plateau today.
Online businesses have unique business needs, which makes a "one-size-fits-all" international SEO strategy about as common as a unicorn sighting. Make sure to get your company's international SEO strategy right by checking out this slide deck & the link bundle here: https://bitly.com/bundles/portentint/1b
Portent's SEO Strategist Kaitlin McMichael shares insights into how to set up and execute a successful international SEO strategy. Topics covered include which URL structure to choose for your site(s), tips & tricks for hreflang implementation, the new locale-adaptive Googlebot crawlers, and what to expect in terms of ROI for your international SEO strategy.
Creating personas can be a great way to segment your customer base into marketable audiences. Follow along as we lay out how to create a killer customer persona.
Delivered at SMX Social Media 2014, this presentation explores the user social sharing behavior and how to craft a user experience that capitalizes on user preference for social search.
A free Portent webinar by Ken Colborn, learn how to review your website for common SEO issues in 30 minutes or less. We will be focusing on technical SEO, content, and off-site SEO factors.
PPC Attribution: A Portent & Hanapin WebinarBrightEdge
Michael Wiegand and Cassie Oumedian walk through choosing an attribution model for your business that'll give you greater insight into paid campaign performance. Last click attribution is dead. Bury it and move on to another model!
Facebook Ads Now: Getting Started Off RightBrightEdge
Building your customer base through paid social is an important piece of today’s marketing landscape, but with so many ad types and targeting options, advertising on Facebook can get confusing. Fight through the clutter in understanding Facebook's capabilities to bring success to your next paid campaign.
This presentation hopes to illuminate how Search, Content Strategy, Information Architecture, User Experience, Interaction Design can break down silos to take back relevance. Because, in the end, we, the people, should be the arbiters of experience, not machines and certainly not math.
While PPC can show off a direct ROI, your SEO efforts can be harder to quantify. Knowing how to report on SEO, and knowing how to communicate your efforts can make a difference whether you’re in-house, in an agency, or on your own.
Join Portent's Director of SEO, Josh Patrice, and learn what makes a good report that will impact your clients and set you up for success!
From Portent's Webinar Series, here is October's session on conversion rate optimization. Our Director of SEO, Josh Patrice, provides 47 actionable tips to get your site's conversions improving ASAP!
Save Time, Money and Bloodshed with Soft System DiscoveryBrightEdge
We've all been part of those projects. The kick-off meeting goes well. Then the wheels fall off the bus with designers fighting developers and both hating the SEO. Stop the madness with Soft System Discovery a prescriptive method that delivers a shared vision of success.
7.5 Tips for Becoming a Brainstorming GeniusBrightEdge
Katie Fetting's sermon on why what you say is rapidly becoming less important than how you say it. Learn to brainstorm content that's clearer, wittier, and cooler than your competition.
Everything Non-SEOs Need to Know about SEOBrightEdge
Listen to SEO Strategist George Freitag go over the primary reasons for SEO-web designer/developer smackdowns. Then, learn how to avoid these frustrations while creating great sites that make both sides happy.
In this presentations you'll learn:
- What the most common conflicts between SEOs and other web folk are.
- How to avoid large technical issues that can hurt your site.
- How you can have an SEO strategy that focuses on actual strategy, rather than fixing problems.
... And most imporantly:
How to keep SEOs from getting all up in your business.
Link bundle available at:
http://portent.co/seo-no
SEO Copywriting Demystified: How to Get Started Writing for the WebBrightEdge
With so much focus on quality content for SEO, writing for the web can seem like a daunting task. This presentation gives an introduction to SEO copywriting and explains how search engines find and rank content, reviews the on-page elements important for copywriting, and provides some strategies for keyword research and discovering what your audience is searching for.
Nick Bernard is an SEO strategist for Portent, Inc. Read what he's written on the Portent blog at http://www.portent.com/author/nbernard/ or find him on Twitter at @niceisnick.
Why Customers Love Responsive Design (And You Should Too!)BrightEdge
Web designer and front-end developer R.J. LaCount demonstrates why responsive design is more than just a buzz word; it's the future of the web.
In this webinar you will learn:
- What the differences are between responsive design and adaptive design
- The pros and cons for both responsive and adaptive approaches
- How responsive sites are built and why they're the smarter choice for most clients
- How you can capitalize on the current mobile wave while future-proofing your site at the same time with responsive design
- Why responsive design is worth the initial investment for your clients
Find the Bitly link bundle for the presentation at http://portent.co/rj-webinar.
How to SEO a Terrific - and Profitable - User ExperienceBrightEdge
Tune in for Portent SEO Marianne Sweeny’s January webinar: “How to SEO a Terrific – and Profitable – User Experience.” Learn how search engine algorithms are now incorporating IA, UX and content strategy, as well as methods for directing Google, Bing & Co. to perform better for your users.
LF Energy Webinar: Electrical Grid Modelling and Simulation Through PowSyBl -...DanBrown980551
Do you want to learn how to model and simulate an electrical network from scratch in under an hour?
Then welcome to this PowSyBl workshop, hosted by Rte, the French Transmission System Operator (TSO)!
During the webinar, you will discover the PowSyBl ecosystem as well as handle and study an electrical network through an interactive Python notebook.
PowSyBl is an open source project hosted by LF Energy, which offers a comprehensive set of features for electrical grid modelling and simulation. Among other advanced features, PowSyBl provides:
- A fully editable and extendable library for grid component modelling;
- Visualization tools to display your network;
- Grid simulation tools, such as power flows, security analyses (with or without remedial actions) and sensitivity analyses;
The framework is mostly written in Java, with a Python binding so that Python developers can access PowSyBl functionalities as well.
What you will learn during the webinar:
- For beginners: discover PowSyBl's functionalities through a quick general presentation and the notebook, without needing any expert coding skills;
- For advanced developers: master the skills to efficiently apply PowSyBl functionalities to your real-world scenarios.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
Here’s what you’ll gain:
- Essentials of FME Parameters: Understand the pivotal role of parameters, including Reader/Writer, Transformer, User, and FME Flow categories. Discover how they are the key to unlocking automation and optimization within your workflows.
- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
- Optimization Strategies in FME Flow: Explore the creation and strategic deployment of parameters in FME Flow, including the use of deployment and geometry parameters, to maximize workflow efficiency.
- Pro Tips for Success: Gain insights on parameterizing connections and leveraging new features like Conditional Visibility for clarity and simplicity.
We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
Generating a custom Ruby SDK for your web service or Rails API using Smithyg2nightmarescribd
Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
JMeter webinar - integration with InfluxDB and GrafanaRTTS
Watch this recorded webinar about real-time monitoring of application performance. See how to integrate Apache JMeter, the open-source leader in performance testing, with InfluxDB, the open-source time-series database, and Grafana, the open-source analytics and visualization application.
In this webinar, we will review the benefits of leveraging InfluxDB and Grafana when executing load tests and demonstrate how these tools are used to visualize performance metrics.
Length: 30 minutes
Session Overview
-------------------------------------------
During this webinar, we will cover the following topics while demonstrating the integrations of JMeter, InfluxDB and Grafana:
- What out-of-the-box solutions are available for real-time monitoring JMeter tests?
- What are the benefits of integrating InfluxDB and Grafana into the load testing stack?
- Which features are provided by Grafana?
- Demonstration of InfluxDB and Grafana using a practice web application
To view the webinar recording, go to:
https://www.rttsweb.com/jmeter-integration-webinar
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Slack (or Teams) Automation for Bonterra Impact Management (fka Social Soluti...Jeffrey Haguewood
Sidekick Solutions uses Bonterra Impact Management (fka Social Solutions Apricot) and automation solutions to integrate data for business workflows.
We believe integration and automation are essential to user experience and the promise of efficient work through technology. Automation is the critical ingredient to realizing that full vision. We develop integration products and services for Bonterra Case Management software to support the deployment of automations for a variety of use cases.
This video focuses on the notifications, alerts, and approval requests using Slack for Bonterra Impact Management. The solutions covered in this webinar can also be deployed for Microsoft Teams.
Interested in deploying notification automations for Bonterra Impact Management? Contact us at sales@sidekicksolutionsllc.com to discuss next steps.
Key Trends Shaping the Future of Infrastructure.pdfCheryl Hung
Keynote at DIGIT West Expo, Glasgow on 29 May 2024.
Cheryl Hung, ochery.com
Sr Director, Infrastructure Ecosystem, Arm.
The key trends across hardware, cloud and open-source; exploring how these areas are likely to mature and develop over the short and long-term, and then considering how organisations can position themselves to adapt and thrive.
Kubernetes & AI - Beauty and the Beast !?! @KCD Istanbul 2024Tobias Schneck
As AI technology is pushing into IT I was wondering myself, as an “infrastructure container kubernetes guy”, how get this fancy AI technology get managed from an infrastructure operational view? Is it possible to apply our lovely cloud native principals as well? What benefit’s both technologies could bring to each other?
Let me take this questions and provide you a short journey through existing deployment models and use cases for AI software. On practical examples, we discuss what cloud/on-premise strategy we may need for applying it to our own infrastructure to get it to work from an enterprise perspective. I want to give an overview about infrastructure requirements and technologies, what could be beneficial or limiting your AI use cases in an enterprise environment. An interactive Demo will give you some insides, what approaches I got already working for real.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
12. Devices
• Segment by desktop, mobile
• Treat tablets like desktops unless
• Segment by carriers, operating systems
13. Rotate vs. Optimize
Show your different ads in an ad group in even
impressions or let the search engine decide
which one is better and show that one more
often.
17. Standard Ad Delivery
Ads are shown evenly throughout the day in
accordance with the daily budget that you’ve set
and the maximum CPC you set at the ad group
levels.
18. Accelerated Ad Delivery
Ads are shown as often as possible throughout the
day until the daily budget runs out.
19. Using Accelerated to Your
Advantage
• Daily budgets caps are never or almost never hit.
• Especially useful if you’ve increased those daily budgets and still never
hit them.
• Consistent conversion pattern.
• Campaign has only very relevant ad groups in it.
• Campaign and ad groups are smaller in scale, less than 20 keywords in
total.
• Trying to increase impressions, conversions, traffic.
20. Ad Scheduling
• Turn your campaigns on and off during
different days of the week or hours of the day.
• Increase or decrease bids during specific days
of the week or hours of the day.
23. Incremental Bidding
• AdWords: increase OR decrease your max CPC
by time of day or day of the week at the
campaign level.
• adCenter: increase in increments of 10% at
the ad group or campaign level.
28. Enhanced CPC/ Conversion Optimizers
Save money. Don’t try this…yet
UNLESS:
• You have conversion tracking enabled.
• Have a consistent (steady stream) of
conversions coming in every day (At least 20).
• Don’t care what your CPC is.
• You’re CPA focused.
• You know what your target CPA is and it
doesn’t move up and down much.
29. First Page Bid - AdWords
This means that on average, the maximum CPC
bid that you set for the ad group or keyword
isn’t high enough to show on the first page of
search results
30. Automated Rules-
Free feature on AdWords
• Use rules for keywords, ads, ad groups or
campaigns to raise or lower bids and budgets
when certain conditions are met.
• You choose the conditions. There are a LOT to
choose from.
• Choose how often the rules run.
• Preview the changes that the rule will make
when it runs.
32. Match Types
• Save money and time by utilizing more than
one match type.
• Go broad or modified broad with low traffic,
new keywords.
• Use phrase when you’re not sure.
• Use exact for high traffic keywords you want
to test out.
33. Match Type-
Broad vs. Modified Broad
Modified broad (AdWords only) lets you add an
“anchor” with a + sign to a single word in a
keyword
For example: skinny jeans for men
Could be: skinny jeans for +men
34. Using Longtail Keywords
• “Longtail” keywords are typically 3 or more
words.
• Further along in the research process.
• Very specific.
• Higher converting.
• Lower traffic.
• Lower CPCs.
• They require patience.
36. Negative Keywords
• Free • How to
• Cheap • Make
• Wholesale • Create
• Discount • Download
• Printable • Used
• What are • Jobs
• What is • Careers
38. Top 5 Tips
• Set up separate campaigns, never combine with Search.
• Set separate budgets.
• Don’t use the display and search results together when
making decisions- optimize them separately.
• Use negative keywords AND negative placements.
• Set and focus on goals other than CTR or conversions.
39. Account Structure
• A well structured account is the best way to
save money.
• Campaigns need to be well organized.
• Ad groups need to be tightly themed and not
excessive.
• Keyword lists terms need to be closely related
and not exceed 25 in an ad group.
43. PPC Essentials:
Expert PPC Within Your Reach
• NEW PPC service from Portent!
• Offering PPC services to accounts spending
between $500 and $3,000 a month
• No contract, month to month
• http://portent.co/I4yabN
44. Next Month’s Free Webinar
• Google Analytics: Dial In & Dig In
• Thursday, May 31st at 11am PST
• Portent's resident analytics evangelist,
Michael Wiegand, will walk through proper
setup of Google Analytics for various
scenarios - and then, more importantly,
delve into some must-see reports.
www.portent.com/landers/webinar/
Don’t get too carried away with this setting. Mobile is growing but if you have a less friendly site, disable it and the bad user experience. If your site is something mobile conversion friendly (say, reserving a table at a restaurant) then set up separate mobile campaigns from desktop/tablets. Tablets, unless you have a specific app or program that is meant for tablets can be treated as a desktop.
Inactive accounts do not count towards the total of 6
When you add more than one ad into AdWords the default setting is to “optimize” and show the ad that will get the most clicks- not conversions. If doing an A/B test, you want to “rotate.”
AdCenter rotates by default then determines which ad is the better for clicks and will automatically set to show that ad more often until you add or edit and ad for a reset. The functionality to set to “rotate” is set to be released in Q3.
Campaign level setting.
Campaign level setting.
AdWords is campaign level only and the time zone you chose at account set up is what is being used to determine which “9am” to use.
Adcenter uses the IP location of the user to determine time zone.
AdWords is campaign level only. adCenter is both ad group and campaign- if you enable different schedules at both levels, ad group level will trump campaign. You can also only increase in increments of 10% and not decrease.
Go one step further in your quest to save money- target by gender or age. Often I find that what I end up doing is excluding demographics rather than increasing bids. MSN uses their info from MSN customers to determine age and gender.
Enhanced CPC will adjust your Max. CPC bid up or down for each auction in an effort to improve your return on investment.
Don’t freak out immediately if you see this! If this is by a keyword that is highly important to you, then you’ve got some work ahead of you. If it’s not, it’s not the end of the world. In some cases, it’s a good way to save money. Say it’s a keyword that you’d like to be relevant for, but don’t have the time or resources to really go after it. Instead, you could be showing a later times when an advertiser’s budget runs out, a searcher performs several queries around the same keyword or if Google determines for this particular seacher- you’re more relevant. Just don’t throw money at it blindly to get that warning to go away.
This requires that the word “men” appear in the query, so it will show for searches like “lucky jeans for men” or “mens skinny jeans”. Broad would allow the ad to show for queries like “skinny jeans women” “cheap skinny jeans” or “skinny jeans on sale.”
Don’t mix longtail terms with your high converting or exact match terms. They are great as broad or modified broad.
Dependable helpers that keep out the browsers, bargain hunters or job seekers- depending on who you’re trying to filter out. Consider your buying cycle and how it relates to your keyword list when compiling campaign level negative keyword lists.
Create a “master” keyword list- in AdWords you can create lists of negative keywords and rather than applying each list keyword by keyword to each campaign, just select the list in whole. Have a negative keyword list for materials, research cycle, do it yourself-ers, bargain hunters and so on.
Some tips on running ads on the Display and Content networks of AdWords and adCenter
Quality score for the search and display network are configured and awarded separately.
Write things down on paper first. Or Vizio or something. Wireframe it out for campaigns and ad groups at least. Sample keywords. Write ads last. Excessive is ad groups for single broad matched keywords, or 20 ad groups in a campaign. Consider how you’re going to be maintaining and looking in on this account when expanding.