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Advanced Google AdWords 3rd Edition is About to Ship

9:00 am in PPC Marketing Blog by brad

The first two editions of Advanced Google AdWords have been so well received, that I decided to write another edition. These books are so long and incredibly time intensive to craft. They are as much a labor of love as they are marketing materials. 

I don’t have a final page count yet; but estimates put it between 625 and 650 pages. As with the previous editions, the book is meant to be both an educational and a reference resource. The last chapter is all about ‘Step-by-Step’ and ‘How-Tos’ to build and manage accounts along with references to previous chapters and sections on how to do each point in depth if you need a quick refresher on that topic.

In the 3rd edition, the book is roughly 40% brand new from previous editions and 40% edited content to take into account new case studies or how Google has tweaked how a feature works in their system. Since the 2nd edition, Google has launched:

  • Flexible targeting
  • Advanced remarketing tactics
  • Many changes to GDN, such as In-market buyers and affinity categories
  • Bid modifiers
  • Many new ad extensions
  • Mobile preferred ad extensions
  • Mobile preferred ads
  • Ad rank formula changes
  • Quality score factor changes
  • Flexible bidding
  • And a host of other features

Each one of these features (and many more) are included in the latest version of Advanced Google AdWords.  Once again, Matt Van Wagner did the technical editing, and did a fantastic job. He tirelessly checks facts, opinions, and strategies to make sure only the absolute best information is included within Advanced Google AdWords.

The 3rd edition will ship on May 12, 2014 and is available for pre-order on Amazon.

9781118819562_MF (1)

You can click on the image to see a large image of the new cover.

I’m currently updating the book’s companion site, Advanced AdWords Book, which will contain more information about the book and additional bonuses.

I hope you enjoy the 3rd edition, as a reminder, it will ship on May 12, 2014 and is available for pre-order on Amazon.

As Not Provided Comes to AdWords; Google Needs Better Reporting To Fill the GA Void

9:00 am in PPC Marketing Blog by allanx24

It was officially announced on yesterday that (not provided) would be coming to AdWords.

For those of you who are not involved in SEO; this means that you will not longer be able to see the user query data in all of the places you could before, such as inside Google Analytics or pass the query data via GCLID data.

First, based upon all the rumors, what seems to be happening is that the query data will no longer be passed along to any referrers, including Google Analytics. However, you will still be able to see the query data in AdWords.

The initial assessments from various places is that this will have little impact on AdWords since you can still get the query data inside of AdWords reports. I strongly disagree.

AdWords shows a lot less data about your queries than Google Analytics; especially useful data that is relevant to making decisions about adding new keywords and negative keywords.

For example, if I asked you if I should make either of these queries an actual keyword or a negative keyword with this data, what would you do?

Query Clicks Conversions CPA
1 300 0 $0
2 65 0 $0


Now, if I instead showed you this data, would you change your mind?

Query Clicks Conversions CPA Bounce Rate Pages/Visit
1 300 0 0 22% 9.3
2 65 0 0 18% 7.6
Site Average 65% 2.3


In the first scenario, you might have added one or both queries as a negative keyword. However, after having additional data points about the user interaction, you might change your mind as now you have a better view of that query. If the queries are leading to much lower bounce rates and much higher engagements that your other keywords, then you might give them a chance to produce or slightly adjust your ads or landing pages in order to try and convert users who are this interested in seeing your content.

While you can see a lot of Google Analytics data within AdWords, you can’t see it for search queries (or for actual placement URLs) in AdWords – that data in only in Google Analytics (or your own home grown system).

This is just one example of where this loss of data will hurt marketers. As many companies are serving pages based upon queries, using custom Google Analytics segments and reports with this data, and much more, there are many instances where this loss of data is going to hurt marketers.

I can’t argue with protecting user data. However, taking away useful data that marketers use to make proper decisions is a poor choice.

We’ve already lost mobile only targeting with AdWords and have a lot of useless data since we can’t target tablets and mobile independently with AdWords. Right now, all new hires should start working in Bing before AdWords so that they can learn how different users react per device so new marketers can be trained properly about setting up and managing campaigns and site flows by device.

With this latest change, it’s yet another way that Google has given and taken away; this change can only lead marketers to making poor decisions because of lack of quality data.

The Complete AdWords Audit Part 8: Keywords and Match Types

9:00 am in Google AdWords, PPC Marketing Blog by netsociety


Thinking about which keywords to add or exclude and which match types to use is something every paid search advertiser has to do at least once when setting up new campaigns.

But as always in online marketing, there’s no such thing as ‘set it and forget it’, and this includes your keywords and match types.

In this post I won’t go into how to do keyword research (and grouping) for new accounts and campaigns, as we’re auditing existing accounts. But you’ll find many great posts when searching for ‘ppc keyword research’. And of course, the tools mentioned at the bottom of this post can also be used to do keyword research for new campaigns.

When auditing your account at the keyword level, these questions come to mind:

  • Are you using the right match types?
  • Do you regularly add well-performing search queries as keywords?
  • Do you have the right negatives where you need them?
  • Do you regularly perform additional keyword research to find and test new keywords?

In this post I hope to provide you some guidelines and useful tools for optimal keyword management and expansion.

Match Types

I assume you already know how the different match types work in AdWords, but in many accounts, there’s still a lot to improve when it comes to the use of match types. Let’s look at some best practices for each match type:

Broad match
I can be short about this one: you should almost never use regular broad match. You’re giving Google more freedom than you’d imagine to match your keywords on synonyms and ‘relevant variations’. To give you an idea, this were some queries the broad match keyword ‘sneakers’ was matched on (in the UK):

Do you see what happens when all these queries share the same ads and landing pages? Indeed, you’re entering a world of pain.

However, there are some exceptions when using broad match can be worth trying out:

  • When you use ‘target and bid’ as targeting setting in a Remarketing lists for search ads (RLSA) campaign. As you’re only advertising for users that have visited your site, it’s much less risky to show for synonyms and broad match could actually be an interesting way to quickly gather insights in the search behavior of your visitors. I’ll dive deeper into Remarketing in a future post in this series.
  • When you have a hard time generating enough volume for niche or long tail keywords or in small geographies. By adding these keywords as broad match you might just get that additional (and still relevant) volume you’re looking for.
  • When you’re (temporarily) using broad match as a research method to find new keywords to add and exclude.

But even in these cases: watch the search terms report closely and regularly add irrelevant matches as negative keywords.

How to quickly convert your broad match to modified broad match keywords?

Let’s say you find out an account has many broad match keywords and you quickly want to convert them into modified broad match. By using AdWords Editor you can do this in less than a minute:

  • Go to the keywords tab to see all the keywords of your account.
  • Click the Advanced search link in the top right.
  • Set up these filters:
  • Now you’ll only see your broad match keywords that don’t contain a + sign.
  • Select all these keywords (or all keywords you want to convert).
  • Right click on these keywords and select ‘Append text to selected items’ (shortcut: Ctrl+Shift+H) and set up the fields as following:

  • Now select all the same keywords again, right-click and select ‘Replace text in selected items’ (shortcut: Ctrl+H) and set up the fields as following to replace a space by ‘ +’ (a space and the + sign):
  • Congratulations! You’ve just changed all your broad keywords to modified broad match keywords.

Broad match modifier
One of the best things Google ever did with AdWords was to release the broad match modifier in 2010. No more matching on synonyms like broad match and no need to add every word order as with phrase match. 

You’ll want to use the broad match modifier for most of your keywords. Of course, you’ll still need to add negatives regularly and don’t forget to use exact match (as discussed below).

Phrase match
Before the broad match modifier, phrase match was the way to go to prevent showing up for unwanted synonyms and still have a greater reach than exact match. But since the broad match modifier, there’s not much use for phrase match anymore (I almost feel sorry for the match type).

Especially if the word order doesn’t significantly impact performance, there’s no need to use phrase match if you already have the broad match modifier. However, if your search terms report shows you that different word orders perform differently, you’ll want to bid differently and you would need to add these queries as phrase or exact match to be able to do that.

Exact match
Once you know a query is important to you (because it’s high volume, it performs great or you consider it mission critical for other reasons), you’ll want to add it as exact match, preferably in its own ad group. A so called SKAG as discussed in the previous part of this series. 

That way you’ll know exactly how that query performs and you can spend your time on optimizing your ads and bids in that ad group.

Also make sure any phrase or (modified) broad match variants in your account of that same keyword don’t trigger the exact search query. You can achieve this by adding the concerning query as a negative exact match in the non-exact ad groups or campaigns (embedded match).

Near phrase & exact match
By default, your phrase and exact match keywords will also show for close variations. In Google’s words, these are “misspellings, singular and plural forms, acronyms, stemmings (such as floor and flooring), abbreviations, and accents”. You probably don’t want that if you already have the same keywords in (modified) broad match. But in other cases, these close variations can actually deliver interesting additional volume. It really depends per campaign.
To find out if you should disable this for your campaigns, read the ‘Keyword matching options’ paragraph in the Campaign Settings & Bid Adjustments part of this series.

Negative match
Any account that has (modified) broad or phrase match keywords needs negative keywords. The way I see it, there are 3 types of negative keywords:

  • Universal negatives: these are the words you never want to show up for whenever they’re part of a search query. Known examples are: free, game, definition, youtube, and many more. You’ll add these words as a negative broad match.
    This list depends on the industry you’re in and should be added as much as possible before you start advertising. Luckily you can find a great pre-made list with almost 1,500 negatives (segmented per industry) over here. And over 200 suggestions for B2B advertisers over here.
  • Regular negatives: if a search query doesn’t contain any of your (potential) universal negative keywords but you still want to exclude it, you can add the query as negative exact or phrase match.
  • Embedded match: in this case you’ll add the keyword as an exact match negative in an ad group that has the same keyword as (modified) broad and/or phrase match. There are 2 possible reasons to do this:
    • You also have the exact match keyword somewhere else in your account and want to prevent the broad or phrase match to show up for exact matches.
    • You want to show up for related queries, but not for the query itself. An often used example is an advertiser selling Toy Story merchandise. He could have an ad group with “toy story” as phrase or broad match and –[toy story] as negative exact match. That way, he won’t show up when people are searching for the movie, but he will when people use queries like “toy story costumes” and “toy story dolls”.

Some things to consider when adding negatives:

  • Negative broad isn’t broad. So you won’t block queries that contain a misspelling, singulars or plurals of your negative broad match. So be sure to add these as well to your universal negatives.
  • Work with shared negatives lists as much as possible. Many of your universal and regular negatives apply to multiple (if not all) campaigns. Instead of adding them manually to each of your campaigns or ad groups, create a negative keyword list and apply that list to multiple campaigns. This is a much more efficient and effective way to manage your negatives in one place.
    If you still only use a bunch of campaign and ad group negatives and don’t use any negative keyword lists, now is the time to do some cleaning up and consolidate your negatives in shared lists. Any negative that applies to multiple campaigns should be in a list and deleted from the campaigns. It may be some work to set this up, but you’ll save quite some time and money once you have your lists in place.
  • Watch out for keyword conflicts. It happens to the best of us. Sometimes adding a negative keyword means blocking some of your positive keywords. Fortunately, by clicking on the top right bell icon, you’ll see if you have such conflicts:
    Be sure to regularly check for these and solve any unwanted conflicts.

Query Mining

Done well, query mining leads to an ever improving account: excluding unwanted queries, more visibility for wanted queries and having full control over which ad shows for which query. Done poorly (or not often enough), your account will deteriorate and get messy.

That’s why it’s important to have a structured way of working when it comes to query mining. Chad Summerhill has created this great flowchart to illustrate how to manage your search queries:

If you really want to take your query mining to the next level, make sure to read his Advanced Search Query Mining series (including Excel template) and to watch his video on Search Query Mining for Campaign Negatives.



Within your AdWords account:

  • Search terms report: this is where you do your query mining. In any campaign and ad group with phrase or broad match keywords, you should regularly analyze this report and take action when needed. Start with your high volume ad groups and certainly don’t forget to mine the queries in your Product Listing Ads and Dynamic Search Ads campaigns (if you have any).
  • Keyword Planner: this is the go-to tool for most keyword research. Especially if you’re planning a new campaign, but also for the expansion of existing campaigns. For those of us that still aren’t completely used to the keyword planner (and miss the keyword tool), make sure you know what the columns and estimates mean and know the differences between the keyword planner and the keyword tool.
  • Opportunities tab: since November 2013, this tab is actually worthwhile checking out. It used give laughable suggestions that were mostly in Google’s interest (or had no real impact) and that’s why most advertisers still ignore it. But I’d suggest to give it a second chance and maybe even make it into a habit.

Free external tools:

  • If you have it: your internal site search terms. It’s always interesting to see what people are searching for once they’re on your website. Often, these queries would also make for good keywords in your PPC campaigns.
    If you’ve set this up in Google Analytics, here’s where to look.
  • Google Trends: a great research tool that can be used in more ways than you’re probably doing right now. It’s worthwhile to learn all about the possibilities and data in Trends by exploring the Help Center. To give you some ideas on how to use Google Trends:
    • Competitive research: trending query volume for Amazon, Ebay, Walmart and Target in the US (2004 to today, within the shopping category). You can even compare the interest in time to the category and see a forecast.
    • Compare locations: interest in Rob Ford in the US and Canada in the past 12 months. You can add News headlines that may explain the trends.
    • Monitor categories: trends for the Apparel category for the past 90 days in the US.
    • Seasonality: yearly trends in the Apparel category for 2011, 2012 and 2013. This can help you to plan your budgets.
    • One of my favorite places to look at within trends is the Rising queries: click on the ‘Rising’ button in the bottom right or download as csv to see more than just the top 10. Monitor these closely for keywords and categories that are important to you.
  • Übersuggest: just enter any root keyword(s) and Übersuggest will provide you with tons of alphabetized suggestions (based on the Google autocomplete suggestions).
  • Soovle: enter a keyword and Soovle instantly shows you suggestions from multiple sources like Google, Wikipedia, YouTube, Bing, Amazon and eBay. Great way to get a quick feel for possible themes.
  • WordStream Keyword Tool: based on their own keyword database, WordStream lets you do 30 searches for free, giving you up to 100 suggestions for each search.

Paid external tools:

  • Many of the competitive analysis tools at the bottom of the Impression Share & Auction Insights part of this series can also be used to do keyword research.
  • Queryminer: query mining for negatives can be tedious and time-consuming. However, if you don’t do it frequently, you may waste a lot of advertising dollars.
    That’s why QueryMiner is such a great tool: it will save you lots of time and money by analyzing your search terms for you and suggesting the most effective negatives to add to your campaigns. Or as they like to say “The queryminer algorithm finds negatives no human can”. Pricing starts at $19 a month.


Keywords and Match Types: Your Audit Checklist

checkboxDo you get most (if not all) of your broad match impressions from modified broad match keywords?
checkboxDo you regularly add search queries with significant volume and good performance as (exact match) keywords to you campaigns?
checkboxDo all your search campaigns have a regularly expanded list of negative keywords, preferably through shared lists and based on root words (instead of endless lists of exact match negatives)? Obviously this isn’t necessary for campaigns (or ad groups) that only contain exact match keywords.
checkboxDo you regularly perform keyword research (outside the search terms report) to find new relevant keywords to increase your coverage?
checkboxHave you made sure you have no keyword conflicts (negatives blocking your keywords)?

This is a guest post by Wijnand Meijer, Quality & Learning Manager at iProspect Netherlands, an online media agency based in Amsterdam. He created his first AdWords campaigns in 2006 and is currently helping advertisers and coworkers alike to get their Paid Search to the next level.

Opinions expressed in the article are those of the guest author and not necessarily Certified Knowledge. If you would like to write for Certified Knowledge, please let us know.

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by brad

Entertaining & Educational PPC Stories with Matt Van Wagner

9:00 am in Marketing Nirvana, PPC Marketing Blog by brad


I find that some of the most entertaining and enlightening conversations I have with other marketers is stories with  how their clients act, how to deal with problem clients, their fun stories, worst stories, Google problems, and so forth.

Its amazing what you can learn from just hearing how others have dealt with both good and bad issues that have arisen over the years.

I thought this would be a great topic to cover on Marketing Nirvana: Educational, yet Entertaining, marketing stories. So, I invited Matt Van Wagner to join me for a show, and he graciously accepted.

If you are unfamiliar with Matt, he’s the president of Find Me Faster, a regular conference speaker, a humanitarian, and the technical editor for the 2nd & 3rd editions of Advanced Google AdWords.

We started talking about:

  • Cause marketing
  • How to make a profit and yet still do good for the world
  • Our best clients
  • What makes a great client
  • Dealing with feature creep & scope issues
  • How to fire a client and still end up on good terms
  • What happens when Google changes something and you get blamed
  • and lots of entertaining tidbits in-between

The show was going so well, we decided to record a double episode. In the second episode we cover being the middle person between clients and the search engines and how to be a good agent and middle man when there are three parties involved.

The first show will air on April 7 at 9am PST / Noon EST at  Webmaster Radio. Shortly after the show airs, you can download it from iTunes, download the WebmasterRadio.fm Google Play App and listen on your Android phone. You can also check your favorite music player to see if we’re streaming there yet. We are currently on many stations, such as TuneIn, and iHeartRadio.

Learn More about Matt Van Wagner:

  • Find Me Faster, Matt’s PPC agency
  • Connect with Matt on LinkedIN
  • Connect on Twitter 

While your waiting for the first show, you can check our past episodes of Marketing Nirvana:

  • Remarkeitng Pro Tips Part 1 & 2 with Rob Sieracki
  • Quality Score with Fred Vallaeys
  • Mobile advertising best practices with Lisa Raehsler
  • Google AdWords Flexible Bid Strategies with John Lee
  • Adapting to the Overhaul of Google AdWords Enhanced Campaigns with Melissa Mackey
  • Starting & Growing your PPC Agency with David Szetela
  • Everything You Need to Know About Bing Ads With John Gagnon
  • Off Page SEO Factors with Todd Mailcoat
  • On page SEO Factors with Todd Mailcoat
  • And many more..

See all past shows.

I hope you enjoy the shows.

The Complete AdWords Audit Part 7: Account Structure

9:00 am in Google AdWords, PPC Marketing Blog by netsociety

This is a continuation of the AdWords Audit Series. You can see previous parts here: Introduction, Goal setting, Measurement, Campaign Settings & Bid Adjustments, Ad Extensions, Impression Share & Auction Insights and Quality Score.


Account organization is one of the most time consuming, but also one of the most important things to get right in your AdWords account. If you have a poor account structure, no amount of sophisticated bidding or great copywriting can compensate for this. However, if you have a great structure, you’ll reap many benefits:

  • Better performance because you’re showing the right ads to the right users.
  • Easier and faster account management thanks to a clear naming convention that makes sense (and that can be used to filter on). Especially if multiple people work on the same account, you’ll want the campaign and ad group names to be self-evident.
  • Better control over your budgets.
  • Expansion becomes easier.
  • Campaign level reporting makes more sense.

Assuming you already know the difference between an account, campaign and ad group, I’ll dive right into best practices for campaign and ad group organization.
At the end of this post I’ll list a few tools that can be huge time-savers for creating and (re)organizing your campaigns and ad groups.

Campaign Organization

There is no one right way to organize your campaigns. Technically, campaigns are mostly about settings (especially budget and reach) and these could apply to all your keywords and ads in which case you could do with one campaign. But that’s rarely optimal.
So the first question about campaign organization would be: when do you need a separate campaign?

  • For your branded keywords, which should always be in separate campaigns. You want to be able to monitor and report branded and non-branded results separately, as discussed in the Goal Setting part of this series. Don’t forget to add your brand name (and common misspellings) as a broad negative to all non-branded search campaigns (tip: use a negative keyword list for this).
  • For your display campaigns. Even though it’s possible to target the search and display network in the same campaign, your life gets much easier when you run your display campaigns separately, as discussed in the Campaign Settings & Bid Adjustments part of this series.
  • For different goals. Maybe you’ll also want to run campaigns to generate awareness or traffic, that don’t need to be as directly profitable as your other campaigns. By separating campaigns by goal type (or by phase in the buying funnel), you’ll know what to optimize for in each campaign. This also makes campaign level reporting more insightful.
  • For different messaging or budgeting in different locations. If you just want to bid differently for different locations, you don’t need a separate campaign as you can do this with bid adjustments. However, if you want to use different ads or different budgets for different locations, you’ll need to create separate campaigns for each location.
  • For different ad scheduling settings. As these are set at the campaign level, each time you’ll want to use different ad scheduling, you’ll need a new campaign. If you want this because of time zones, this reason hopefully coincides with different locations.
  • For different daily budgets. Although you can also use a shared budget across multiple campaigns.

These are the reasons when you really should (or will simply have to) create separate campaigns. Before enhanced campaigns there were more technical reasons for separate campaigns: devices, sitelinks, bidding methods and bids per location. These are no longer reasons to have separate campaigns, thanks to bid adjustments and sitelinks and flexible bid strategies at the ad group level.

There are also reasons for which you don’t necessarily need to, but still may want to create separate campaigns:

  • Product lines & Services: it’s probably best to have a separate campaign for each product or service (category) you offer. That way you can easily keep track of their performance and know where to find a specific keyword in your account.
  • Brands. If you sell multiple brands, creating a separate campaign for each brand makes sense. Just make sure any product category campaigns you may have don’t target the same queries. For example, the query “sony led tv” could be matched on the “led tv” keyword in a category campaign as well as in your Sony campaign. So you’ll have to add all your brands that have their own campaign as negative keywords to your generic campaigns.
  • Match types. Some people like to separate their match types at the campaign level. For (very) high volume keywords this can be worth the trouble, but doing this for all your keywords means you’ll double or triple the number of campaigns and will have a hard time to keep keywords and ads synchronized across campaigns.
  • Performance or volume. Once you’ve found your proven winners, you want to make sure they get special treatment and don’t miss any impressions. Having separate campaigns for those keywords is a great way of achieving this. It’s what David Rodnitzky calls the ‘Alpha Beta account structure’. I’d recommend reading How to Capture & Control Your PPC Keywords to Achieve a Better Account Structure to learn more about this. You can also download the official whitepaper at 3Q Digital (by the way, I can highly recommend all their whitepapers) or listen to AdWords Keyword Structures with Mike Nelson.
    In short it works like this: your Alpha campaign is for proven winners that are added as exact match, each in their own ad group. Your Beta campaigns contain modified broad keywords that you’re still testing. Once you’ve found a winning query (I’d say at least 2 conversions within your efficiency target to prevent going after false positives or one-hit wonders) you promote it as exact match to an Alpha campaign and exclude it in the Beta campaign. Obviously, poor performers will also be excluded from your Beta campaign.
    I think the Alpha Beta structure is especially useful for high and medium volume keywords.
    If you sell thousands of products (or a niche product) and have low volume long tail keywords, it will take you too long to have enough data for those keywords. So those keywords could stay in a ‘Beta’ campaign forever, which is fine.

All these possible reasons and strategies to organize campaigns may be overwhelming. So let’s not forget to mention the most used way to organize your account: mirror the site structure. If your site has a sitemap, definitely take a look at that to get started. You can always refine your structure later on.

Ad Group Organization

As many ways as there are to organize your campaigns, there’s only one right way to structure your ad groups, which is to always make them tightly themed.

As discussed in the Quality Score part of this series, you can consider your ads as the answers to the queries (questions) that are matched to the keywords in the same ad group. One of the most classic mistakes in paid search is to put too many (different) keywords in the same ad group. What happens in those cases is that you provide the same answer to different questions.
That’s far from optimal and will hurt your results in many ways: lower CTR’s and Quality Scores, higher CPC’s and lower conversion rates if the landing page isn’t the best match you have.

Some guidelines to keep in mind when organizing your ad groups:

  • For your highest volume (or best performing) queries you’ll want to use single keyword ad groups (SKAGs) with an exact match keyword for maximum control. That way, you can fully focus on testing ads and bid management to get the most out of these queries. This is also how Alpha queries are treated in the Alpha Beta account structure.
  • For all ad groups your keywords should be strongly related, each essentially asking the same question. A good way to ensure this happens is by applying the ‘two-word rule’ (as discussed in Brad Geddes’ Advanced Google AdWords). With this rule, you pick two root words that will signify the theme of the ad group. Then every keyword in that ad group should have those same two words in them but may have additional modifiers before or after the root words.
  • Regularly apply the ‘Peel & Stick’ strategy (as discussed in Perry Marshall’s Ultimate Guide to Google AdWords) in your ad groups. This means pulling out low performing keywords (e.g. lower CTR’s and Quality Scores) from an ad group and putting them into new ad groups with better matching ads (and landing pages, if possible).
  • As a general rule of thumb, keep the number of active keywords in an ad group below 20. There are exceptions of course, but less is always better. Use search volume to guide you whether or not a separate ad group is justified.


As mentioned at the beginning of this post, account organization can be quite time consuming. Luckily, there are tools out there to make your life easier and save you lots of time:

  • AdWords Editor: Google’s free must-have desktop tool. Especially powerful in combination with Excel.
  • PPC Campaign Generator: easy to use tool to quickly generate campaigns and tightly themed ad groups. Cost: $127 (one-time fee).
  • SpeedPPC: similar to PPC Campaign Generator, but has more features and it’s also web-based. Pricing starts at $53.90 a month.
  • WordStream PPC Advisor: account organization and keyword grouping is just one of the many features of this PPC management software. Pricing starts at $249 a month.


Account Structure: Your Audit Checklist


Is the naming convention for your campaigns and ad groups clear, consistent and easy to filter on?
checkbox Do you have a separate campaign for your branded keywords and added these as negatives to all your non-branded search campaigns?
checkboxDo you target the search and display network in separate campaigns?
checkboxHave you made sure (by proper use of negatives) that different campaigns or ad groups don’t target the same search queries (from the same users)?
checkboxDo you separate your highest volume (and best performing) queries in single keyword ad groups?
checkboxAre all your ad groups tightly themed? Apply the two-word rule and regularly peel & stick to increase the relevance of your ad groups.

This is a guest post by Wijnand Meijer, Quality & Learning Manager at iProspect|Netsociety, an online media agency based in Amsterdam. He created his first AdWords campaigns in 2006 and is currently helping advertisers and coworkers alike to get their Paid Search to the next level.

Opinions expressed in the article are those of the guest author and not necessarily Certified Knowledge. If you would like to write for Certified Knowledge, please let us know.

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by brad

Remarketing Tips Part 2 from Marketing Nirvana is Now Available

9:00 am in Marketing Nirvana, PPC Marketing Blog by brad


Rob Sieracki and I created a two part Marketing Nirvana show on Remarketing, and both episodes are now available to listen to via streaming or download.

The first episode covers:

  • What is remarketing
  • Advanced remarketing tactics
  • How to combine dimensions and segments to create remarking lists
  • and much more that gets into how the ads are served
  • What they Know, an interesting privacy report from the Wall Street Journal

The second episode gets into some more complex aspects of remarketing such as:

  • Creating remarketing ads
  • Dealing with ad fatigue
  • How Google serves image versus text ads
  • Crafting remarketing offers based upon segments
  • Time delays and other must-knows about remarketing

You can listen to the shows right now at Webmaster Radio, download it from iTunes, download the WebmasterRadio.fm Google Play App and listen on your Android phone. You can also check your favorite music player to see if we’re streaming there yet. We are currently on many stations, such as TuneIn, and will be on iHeartRadio very soon.

Learn more about Rob:

After you listen to the first show, you can check our past episodes while waiting for part 2.

  • Quality Score with Fred Vallaeys
  • Mobile advertising best practices with Lisa Raehsler
  • Google AdWords Flexible Bid Strategies with John Lee
  • Adapting to the Overhaul of Google AdWords Enhanced Campaigns with Melissa Mackey
  • Starting & Growing your PPC Agency with David Szetela
  • Everything You Need to Know About Bing Ads With John Gagnon
  • Off Page SEO Factors with Todd Mailcoat
  • On page SEO Factors with Todd Mailcoat
  • And many more..

View the show archives.

I hope you enjoy the shows.

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by brad

Last Chance to Register for AdWords Training in San Jose, CA

9:00 am in Conferences, PPC Marketing Blog by brad


The first AdWords training workshop of 2014 will take place in San Jose, CA on March 10th, 2014.

The basics of the agenda can be seen below; however, I try to leave a bit of ‘wiggle room’ for in-depth Q&A and/or to add a topic at the end of the day (favorites so far have been Remarketing, pivot tables, large scale organization, and team organization).

The Workshop Agenda

Comprehensive Keyword Research: The absolute center of every PPC campaign is keywords. Learn the effective methods to discover and research keywords. While keywords are the lifeblood of PPC, perfecting your match type’s usage while controlling your negative keywords can drastically increase your overall revenue.

Writing Compelling Ad Copy: You will learn how to sync your ad copy with both your keywords and buying cycle stages. Testing ad copy is essential to any AdWords account’s success. You will takeaway several ideas for ads to test by the time you leave the session.

Demystifying Quality Score: Quality Score has a larger effect on your account’s visibility than any other setting inside of AdWords. Quality Score can be a challenge to increase. Receive step-by-step instructions in how to prioritize Quality Score improvement, and what actions to take to increase your Quality Scores.

Increase your Reach Through the Google Display Network: Consumers spend about 5% of their time with the search network. The rest of their time is spent on content sites. Learn how to effectively reach users beyond search with contextual ads, placements, and enhanced campaigns.

Control Your Ad Display with Location Targeting: Do you think that geographic targeting isn’t relevant to a national business? Think again! Whether you are a brick and mortar local business, or a global e-commerce site, learn how geographically targeted campaigns can create additional connections with searchers.

Increase Your Landing Page Conversions: The first impression to a potential customer is the landing page. With only a few seconds to engage the buyer this may be more important in your conversion funnel than anything else. This section of the course will not only go into best practices and usability, but how to test landing pages in a simple and effective method.

More Info

Lunch will be included. The presentations will be available for download during and after the presentation. The WiFi should work (you can never make 100% guarantees when you don’t own the venue).

You can learn more about the conference here:

SMX West in San Jose on March 10th


In case you can’t make it, we have some dates for our 2014 trainings which can been seen on the AdWords Workshop Schedule.

Hope to see you there.

The Complete AdWords Audit Part 6: Quality Score

9:00 am in Google AdWords, PPC Marketing Blog by netsociety

This is a continuation of the AdWords Audit Series. You can see previous parts here: Introduction, Goal setting, Measurement, Campaign Settings & Bid Adjustments, Ad Extensions and Impression Share & Auction Insights.


Quality Score is probably the AdWords topic that has been written most about, with blog post titles varying from All Hail Quality Score – King Of The AdWords KPIs! to Why I Don’t Optimize for Quality Score. These sort of contradictory statements may confuse the less experienced paid search marketer, and I hope to reduce some of that confusion here, without rehashing too much of what has already been said.

But before diving into why Quality Score matters (and when it doesn’t) and how to increase and track it, Iet’s first discuss why Google uses Quality Score.

Quality Score is Google’s way to reward good behavior and punish bad behavior from advertisers. And the rewards and punishments are significant: higher positions and/or lower CPC’s for high Quality Score keywords and the opposite for low Quality Score keywords.

So the first question we should ask ourselves is: what kind of advertisers does Google like?

  • Advertisers that provide a good user experience. This means the searcher gets satisfying search results, i.e. relevant ads and relevant, high quality landing pages. Providing a good user experience will make searchers continue to use or switch to Google (if they were using a different search engine) and that’s how market share is preserved and increased.
    If you consider a search query as a question, then providing a good user experience means answering that particular question in your ad and landing page.
    Even without the existence of Quality Score, you would want to give searchers a good user experience, as this is also the best way to get positive results from paid search.
  • Advertisers that make them money. World domination doesn’t come cheap, and most of Google’s revenue comes from advertising. When you pay per click, Google will prefer the advertiser that generates more clicks in the same position and reward that advertiser.
    For example, if your CTR is twice as high as your competition’s CTR for the same position, Google can charge you half their click price and still generate the same revenue. Add to this that a high CTR is also an indicator of relevant ads that provide a good user experience, and we can safely say that Quality Score is mostly about CTR.

The visible Quality Score is not the actual Quality Score

Before going any deeper into Quality Score it is important to realize that the scores you see in your account are just an approximation and an average. Their role is to provide advertisers feedback about their performance.
The actual (or real-time) Quality Score is different in many ways (many thanks to Craig Danuloff for clearly laying this out in his book Quality Score in High Resolution):

  • Visible Quality Score is only updated once per day, at most. The actual Quality Score is calculated real-time, for every search query.
  • Visible Quality Score considers only search queries identical to the keyword. So you don’t get a Quality Score for the queries you don’t have as a keyword in your account (and that could easily be thousands of search queries). These queries will ‘borrow’ the Quality Score from the keywords they were matched on.
  • Visible Quality Score is an average of different geographies, devices and text ads. The actual Quality Score that is calculated real-time can differ strongly per geography, device and corresponding ad.
  • Visible Quality Score is an integer between 1 and 10. However, the number Google uses in Ad Rank and CPC calculations does not fall within this range (and we don’t know which range they do use).

So you shouldn’t consider the visible Quality Score as the absolute truth, neither can you take it at face value. However, it’s the number we have to work with when talking about Quality Score.

The benchmark for a good Quality Score still is 7

This is something that has been considered true for years, but in Revisiting the Economics of Google Quality Score: Why QS Is Up to 200% More Valuable in 2013 Larry Kim declares “A Quality Score of 5 is the new 7”.
Call me old fashioned, but I have to disagree. Besides, there’s a difference between an average number and a healthy number as the average will depend on the population you’re analyzing.
When looking at all the keywords for our clients in the past 7 days (to have a recent view), I see the following distribution (impressions by Quality Score):


The numbers above are based on 107 million impressions and $2.4 million of AdWords spend. The impression-weighted average Quality Score is 7.1.

Either way, I don’t consider a Quality Score of 5 as the new benchmark I’m willing to accept. Even in 2014, a score of 7 is very common and achievable for most keywords with a clear commercial intent.

To give all the numbers meaning, I gladly refer to Tenscores’ fantastic Quality Score infographic, which shows this categorization (amongst many other things):



How Quality Score is calculated

I’ll be very short about this one, as you can find a list of all the factors on the official Quality Score support page. In short it can be summarized as:

By hovering over the speech bubble icon next to a keyword, you’ll find the status of that keyword for each of these 3 factors:





As said before, CTR is by far the most important factor, but there’s no official weighting for each of these factors. In this classic introductory video about the ad auction, Google’s Chief Economist Hal Varian shows a pie chart to give you an idea of the importance of each factor for Quality Score.

But actually, the factors are hard to put in a pie chart. Once your landing page experience is above average, you can’t further increase your Quality Score by improving your landing page. Of course, you can always improve your conversion rate, which is an excellent reason to work on your landing pages.
On the other hand, you can always increase CTR (even if it’s above average and even if you have a Quality Score of 10) to further increase your actual Quality Score.



So what is a good CTR?

This is one of the most often asked questions, especially by those new to paid search. And of course the answer is: it depends, mostly on position. Or: any CTR that will give you a good Quality Score.

I understand that isn’t satisfying, so to somewhat satisfy your need for benchmarks, a couple of interesting studies have been done on this to give you an idea of CTR’s by position:

Decoding the Quality Score by Steve Baker.
Some very interesting charts and analyses based on Steve’s findings for non-branded, exact match, Google Search only keywords. So it’s important to also exclude branded, non-exact and Search Partner data when comparing these numbers to your own:position-vs-ctr-qs

Going Unicorn Hunting: The Secrets Behind Ads with 3x the Average CTR
Yes, it’s Larry ‘Quality Score’ Kim again, but this time I fully agree and I’m impressed by the great insights he shares in this thorough article, where you’ll find graphs like these and many more unique nuggets about CTR, Quality Score and great ads.



How Quality Score affects you

Again, you’ll find a complete list at the bottom of the official support page, but Google doesn’t show the Actual CPC and Ad Rank formula anymore.

So next to eligibility and bid estimates (first page and top of page), Quality Score affects two things advertisers care deeply about: the Ad position and the actual CPC.

Quality Score & Ad Position

Ads are ordered by Ad Rank, and since October 2013 this also includes your ad extensions so the formula isn’t as straightforward anymore:

Ad Rank = (Max Bid x Quality Score) + the expected impact from your ad extensions and formats

This is no official formula, just my way of putting the old and the new together. What remains true however, is that Quality Score still plays a large role in the position of your ad.

Quality Score & CPC

Let’s start with the well-known Actual CPC formula Google used to show on their support pages:

Actual CPC = (Ad Rank to beat / your Quality Score) + $0.01

The Ad Rank to beat is the Ad Rank of the ad beneath yours. This formula makes it very clear that Quality Score plays a large role in the price you’ll have to pay for your clicks.

If the scores from 1 to 10 were the actual scores Google used in this formula (and they aren’t), the impact of changes in Quality Score (compared to a 7) would be as following, as calculated by Craig Danuloff in 2009:

Again, don’t take these numbers at face value, they’re just illustrative of the potential impact of Quality Scores changes on your CPC.

Other numbers concerning the impact of Quality Score on CPC can be found at Fact number 5 of the 5 Surprising Facts On Quality Score Change by Kohki Yamaguchi. He found that a unit change in Quality Score affects CPC by 5%. That may sound disappointing, but the effect is cumulative so it adds up if you increase your Quality Score with multiple points. The effect also appears to be stronger in the lower ranges of QS as you can read in Frederick Vallaeys’ comments.

The takeaway here is that improving your Quality Scores, especially the lower ones, will greatly reduce your CPC and who doesn’t want that?

When not to worry about Quality Score

By now you may think Quality Score is the most important number in your account, so it’s time to put it into perspective as in some cases a low Quality Score isn’t your biggest problem.
These scenarios can be found in Learn When To Ignore Low Quality Scores by Brad Geddes. In short they are:

  • Google isn’t calculating it correctly
  • You don’t have enough data (new keywords)
  • It’s your industry
  • It’s a brand name (not yours)

In these cases, especially if the keywords are profitable, your time is probably better spent at improving other areas of your account.

Where and how to improve Quality Score

Improving Quality Score is mostly about account structure and creating great ads, and as both will be future parts of this series, I’ll dive much deeper into these topics later on.

As you probably have many ad groups and keywords and little time, the first question is: where in your account should you start improving your Quality Score?
Google shows it at the keyword level, but it’s actually much more useful at the ad group level (cost or impression weighted). This is because improving Quality Score is about improving the relationship between search queries and ads (and landing pages), and this happens within an ad group.

To find these ad groups, you can follow the steps in this video, where Brad Geddes shows how to use Pivot Tables to find out your account wide Quality Score distribution and how to prioritize the ad groups based on their normalized Quality Score and weighting ad groups by cost (you could also weigh by impressions).
As you should do this regularly, you could save yourself quite some time by using the Quality Score Analyzer, that will generate a prioritized list of ad groups weighted by cost and normalized Quality Score.

Once you’ve found an ad group with high costs or impressions and a low normalized Quality Score, you can follow these steps to increase its Quality Score. Again, many credits go to Craig Danuloff and his book Quality Score in High Resolution:

  1. Rule out landing page issues. Just to be sure, check if you have a below average landing page experience by hovering over the speech bubble icon next to the keywords. If that’s the case, this is the first thing you should fix, by following Google’s guidelines for improving landing page experience.
  2. Decide if the keyword is worth fixing. Before going any further, look at the keyword(s) with the most impressions in that ad group and ask yourself: does this keyword attract searchers with a clear intent? Is it relevant to my business or my offer? If you can honestly answer ‘yes’ to these questions, go on to the next steps.
    But especially if the CTR is very low (let’s say below 1%), chances are, it’s a keyword that ‘reaches’ a lot of people, but hardly generates any clicks or conversions. If you have a direct-response mindset you will have no problems pausing or deleting such a keyword.
    However, if you (or your client or boss) have a traditional marketing mindset, you may have added keywords that are informational, ambiguous or have no clear (commercial) intent for branding purposes (look at all those impressions!).
    But do you remember the text ads you didn’t click on yesterday? You probably don’t, but Google does and it won’t play along with your branding fantasy. In a pay per click and relevance world, keywords with lots of impressions and very few clicks don’t serve Google and apparently they also don’t serve the searchers as they hardly click on it. This is an undesirable situation for both Google and the searcher and they will make it an undesirable one for you too by lowering your Quality Score and make the few clicks you do get very expensive.
    There’s nothing wrong with trying to generate awareness, but paying per click simply isn’t the most effective and certainly not the cheapest way of doing so. Instead, create some great looking banners and run a CPM based campaign on the Display Network, you’ll get much more bang for your buck over there.
  3. Review and react to the search queries. As mentioned before, the visible Quality Score is only calculated for exact matches. So if you have (modified) broad or phrase keywords in that ad group, you’ll want to review the search terms report and add relevant queries as keywords (and irrelevant ones as negatives), so these queries can earn their own Quality Score. This could mean these new keywords need their own, separate ad groups, which brings us to the next step.
  4. Create smaller ad groups. As said in the introduction, you can consider your ads as the answers to the queries (questions) from the ad group. So take a good look at the ads and (high volume) queries from an ad group: are the ads the best possible answers to the questions asked? Or are there simply too many different questions in 1 ad group to be able to share the same answer? If that is the case, you’ll need to split up the ad group in smaller ad groups and write new, better tailored ads for these new ad groups.
  5. Write better ad copy. At one point this will be the only way you can further increase your Quality Score. There’s always a better ad to write, and you should relentlessly test and write ads for ever increasing CTR’s. As your display URL’s past CTR is also one of the Quality Score factors (albeit a small one), you could also try out a new display URL or use one that has performed well in the past.
  6. Try a higher average position. Yes, CTR should be normalized for position, but if you don’t have many impressions or haven’t been in high positions for a while, temporarily bidding higher to appear in higher positions can accelerate the evaluation of your performance. There’s more data in the top positions, so it’s easier for the algorithm to compare performance in those positions. If you believe in your keyword and ad copy and nothing else helps, you could try this out. Of course, in the end, you should set your bids based on the value per click and your targets.
  7. Exclude poorly performing geographies. Take a look at the performance of different geographies in the Dimensions tab. If you see locations that have a significantly and substantially lower CTR and also perform worse in terms of CPA or ROAS, you could considering excluding those locations to boost your numbers.
  8. Add mobile preferred ads. Most advertisers still don’t have mobile preferred ads in their ad groups. That’s fine if your mobile bid adjustment is -100%, but in all other cases you’re advertising on mobile devices. If you see a substantial amount of impressions coming from mobile devices, you should definitely add mobile preferred ads and sitelinks to your ad groups. And of course, these ads and sitelinks should be mobile friendly. So shorter sitelinks, ‘call us now’, a display URL that indicates a mobile friendly website, etc. This should increase your CTR on mobile devices, which should increase your average Quality Score.

If you like flow charts (I know I do), Tenscores created a great flow chart you can follow to increase Quality Scores. Worth printing out and keeping on your desk.

Tools to track Quality Score

Unfortunately, in AdWords, Quality Score is an attribute, not a metric. So you can’t see any trends or graphs for Quality Score, the score you see is today’s score.

The good news is there are different tools that can do this for you and they generally make life easier when it comes to tracking and identifying Quality Score issues. It’s also a great way to monitor if your hard work pays off.

Free AdWords Scripts

AdWords scripts are a great way to generate customized reports. However, most of us can’t write JavaScript. The good news is that others have already created some very useful scripts and have been so kind to publish these for you to use:

AdWords Quality Score Tracker Version 2.0 by Martin Roettgerding
How Account Quality Score Can Guide AdWords Optimization by Frederick Vallaeys
Store Account, Campaign, AdGroup, and Keyword Level Quality Score by Russel Savage, many more AdWords scripts can be found on this site

Third-party tools

To make life even easier, these very affordable tools will help you track Quality Score in a more user-friendly way than using scripts. Each has its pros and cons and their websites will give you a good impression of their features:


Quality Score: Your Audit Checklist


Is your account impression-weighted Quality Score 7 or higher?
checkbox If it’s lower: have you identified and prioritized the ad groups that need fixing?
checkboxIf it’s lower: have you followed the steps above or the Tenscores flow chart to increase Quality Scores in those ad groups?
checkboxBonus: do you use a script or third-party tool to track Quality Score?

This is a guest post by Wijnand Meijer, Quality & Learning Manager at iProspect|Netsociety, an online media agency based in Amsterdam. He created his first AdWords campaigns in 2006 and is currently helping advertisers and coworkers alike to get their Paid Search to the next level.

Opinions expressed in the article are those of the guest author and not necessarily Certified Knowledge. If you would like to write for Certified Knowledge, please let us know.

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by brad

Upcoming Speaking Schedule, Software, and a New Book from Brad Geddes

9:00 am in Conferences, PPC Marketing Blog by brad

In the next few months, we will be speaking & training at several conferences, launching the 3rd edition of Advanced Google AdWords, and launching a new software product. It should be a very busy, and very fun, next few months.


SMX West – March 10th to 13th, San Jose, California

March kicks off with our first conference of 2014, SMX West.

Advanced AdWords Workshop – March 10th

The first day will be comprised of workshops. I’ll be leading the Advanced AdWords Workshop.  If you’re interested in a full day of in-person AdWords training, the workshop is a must attend event. See the AdWords Workshop agenda.

In addition to the workshop, I’ll be speaking and moderating a few sessions:

  • Moderating: Your PPC Results With Call, Images & Other Ad Extensions
  • Speaking: Creating, Testing And Optimizing Paid Search Ads
  • Breathing New Life Into A Tired Paid Search Campaign

Learn more about SMX West.

Pubcon New Orleans – March 17th to 20th

Pubcon kicks off with a master training day. Fred Vallaeys, Dennis Yu, and myself will be teaching about AdWords and Facebook advertising.  See master training details.

In addition, I’ll be speaking on two sessions at Pubcon:

  • Interactive Site Reviews – Focus on PPC
  • Advanced PPC

Learn more about Pubcon New Orleans.

SMX Munich – Munich, Germany – March 24th to 26th

Germany is one of my favorite countries to visit, and for the third consecutive year, I’ll be speaking at SMX Munich and leading an AdWords workshop in Munich.

Advanced AdWords Workshop – March 24th

The first day will be comprised of workshops. I’ll be leading the Advanced AdWords Workshop.  If you’re interested in a full day of in-person AdWords training, the workshop is a must attend event. See the AdWords Workshop agenda.

I’ll also be speaking at two sessions at SMX Munich:

  • SEA 2014 – putting the puzzle pieces together
  • AdWords automation for the experienced SEA experts

Learn more about SMX Munich.

April & May

April and May will be busy months with Hero Conf, the public launch of AdAlysis, and the 3rd edition of Advanced Google AdWords hitting the store shelves.

Bing Ads Connect – New York City, NY, April 4th

I don’t just talk about Google; I really like the Bing team and their philosophy of giving advertiser’s full control of how their ads are displayed, especially by devices.  My participation at this event is currently tentative, but there’s a 90%+ chance that I’ll be speaking at the Bing Ads Next event in NYC.  You can learn more about Bing Ads Connect here.

Hero Conf – Austin, TX – April 28th to 30th

Last year, I was unable to attend Hero Conf due to being in Germany and did a Q&A session via Skype (which worked well). This year, I’ll be speaking and attending Hero Conf in person and speaking at two sessions:

  • Ads in the Palm of Your Hand: Perfecting Mobile PPC
  • Keynote: Ad Testing in a Multi-Device World

AdAlysis Public Launch

AdAlysis is a new software platform that makes it extremely easy to test, find winners, and create new ads across your AdWords account. Anyone who cares about ad testing should take a close look at the software as their ad testing solution. The system is currently in beta and will be lunching publicly in the next couple of months.  Learn more about AdAlysis.

Advanced Google AdWords 3rd Edition Hits Store Shelves

I’ve been diligently working on the 3rd edition of Advanced Google AdWords. The 3rd edition is almost complete, and should be hitting store shelves within the next few months. Amazon currently has the release date as May 12th; and I’ll confirm the date as we move closer to the book launch. The Advanced Google AdWords book site has been completely revamped, and will also announce news about the book release. See the new Advanced Google AdWords Site.

SMX London – May 13th & 14th

This is tentative at the moment, although, there’s a 90%+ chance that I’ll be in London for the week and at the conference.

June and Beyond

At the moment, I also plan on being at these conferences throughout 2014. At the moment, we are planning on having an Advanced AdWords workshop for each SMX. More conferences or events might be added throughout the year. You can see our schedule of events here or see the full marketing events calendar here.

  • SMX Sydney: Sydney, Australia – May 27th & 28th
  • SMX Advanced: Seattle, WA – June 11 & 12
  • SMX East: New York City, NY – September 30 to October 2nd.
  • Pubcon Las Vegas: Las Vegas, NV – October 6th to 9th
  • SMX Social: Las Vegas, November 19th & 20th

I hope to see you at one of the shows.

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by brad

Learn Advanced Remarketing Techniques with Rob Sieracki

9:00 am in Marketing Nirvana, PPC Marketing Blog by brad


Retargeting, also known as Remarketing by Google,  allows you to serve ads based upon a user’s behavior on your website.

This is an excellent marketing technique to serve custom ads to users based upon their behavior. For instance, if someone added products to your shopping cart and then abandoned your site, you can serve an ad to that user to remind them to revisit your cart and checkout.  As this user almost converted, often a nudge from a remarketing ad can be the difference between another abandoned cart visit and a new sale.

That is a very simplistic example; and remarketing can become quite complex, and very effective, if used properly.

Rob Sieracki, someone I’ve known for several years, and who’s opinion I highly trust (which is not something I say often), is doing a lot of interesting things with remarketing. As I find that many remarketing campaigns are poorly built and optimized, I thought that Rob could share some of his remarketing wisdom on Marketing Nirvana and he graciously accepted to be on the show.

Rob is the Founder of Ox Optimal, a digital marketing firm based in Milwaukee. He brought one of his analysts on the show to add another viewpoint to the discussion, Nick Morgan.

The show was going so well as we were recording it that we decided to expand it to cover two episodes. Episode one aired this past Monday and is currently available in the archives, on iTunes, or in your favorite much app that has WebmasterRadio.fm shows. The second episode will air on March 3 at noon EST.

In the first episode we discuss:

  • What is remarketing
  • Advanced remarketing tactics
  • How to combine dimensions and segments to create remarking lists
  • and much more that gets into how the ads are served
  • What they Know, an interesting privacy report from the Wall Street Journal

In the second episode, we cover:

  • Creating remarketing ads
  • Dealing with ad fatigue
  • How Google serves image versus text ads
  • Crafting remarketing offers based upon segments
  • Time delays and other must-knows about remarketing

You can listen to the first show right now at Webmaster Radio, download it from iTunes, download the WebmasterRadio.fm Google Play App and listen on your Android phone. You can also check your favorite music player to see if we’re streaming there yet. We are currently on many stations, such as TuneIn, and will be on iHeartRadio very soon.

Learn more about Rob:

After you listen to the first show, you can check our past episodes while waiting for part 2.

  • Quality Score with Fred Vallaeys
  • Mobile advertising best practices with Lisa Raehsler
  • Google AdWords Flexible Bid Strategies with John Lee
  • Adapting to the Overhaul of Google AdWords Enhanced Campaigns with Melissa Mackey
  • Starting & Growing your PPC Agency with David Szetela
  • Everything You Need to Know About Bing Ads With John Gagnon
  • Off Page SEO Factors with Todd Mailcoat
  • On page SEO Factors with Todd Mailcoat
  • And many more..

I hope you enjoy the shows.

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