Optimize your AdWords account by scheduling your reviews, allocating budget properly and experimenting with a new bidding formula. All this covered in this week’s PPC articles. Also, included are articles on blocking of autocomplete API, Google’s announcement of structured snippet extensions and how to spend less time on reporting.
Read on to know more in the PPC domain:
Earlier this month Google announced the formation of their umbrella company called Alphabet. Though nothing changes much for the advertisers, but it is a change brought about to differentiate the various aspects of their businesses. Here’s a post that, much like the company name, takes us through the ABCs of PPC advertising. You would know most of these metrics but for those who don’t this is a good way to start. You may also want to read another article around how Google’s parent company impacted a small business. Here’s the article “How An Alphabet Became a Negative Keyword”
2. How Google blocking autocomplete affects negative keyword discovery
Developers using Google’s Autocomplete APIs to create interesting apps can no longer do so, starting 10th Aug. This change has left advertisers with limited options to consult from, for new keyword ideas and negative keywords. The author discusses how the decision will impact the quality of keywords bidded for and find irrelevant business terms. Read this post to know more.
3. The Hidden Danger of the Search Partner Network
Steve Plimmer discusses how AdWords Search Partner Network affects campaign performance. Ads targeted on Google sites though have low CPC, they also have a low CTR. They might be converting but their contribution to total conversion is miniscule. Knowing so, Steve offers suggestions on how you can further control this trend. Read this post to get more insight.
4. Google Home Services Ads Launch In AdWords Express
Google’s new home services ad program has been launched in beta in San Francisco. Available in AdWords Express, this ad program connects local service providers to local residents. Read more about this new feature in this post by Ginny Marvin.
5. The One Metric We All Should Be Using in Our Bidding Strategies
In continuation to a post on bidding methods, Jacob Brown shares the bidding formula based on impressions. This formula considers the impression share of top impressions, other impressions and lost impressions. Read this post to know what the formula is and how to apply it.
6.AdWords Account Not Managed Well
Richard Fergie breaks out the AdWords advertisers in 3 segments and predicts that the power users of AdWords, obsessed with direct ROI, may see the ROI going down, but still profitable enough to make them stick to AdWords.
7. Highlight a specific aspect of your products or services with structured snippet extensions
With structured snippets you can show a range of things along with you text ads. Under a self-defined header you can add customized values that best suits your business. Expected to be rolled out in the coming few weeks, it has distinct attributes and benefits when compared to callouts. Read this post to know more about structured snippets and be ready to incorporate it in your ads.
8. Why You Need an AdWords Optimization Calendar and How to Create One
An optimization schedule is key to a successful campaign. The author lists down the metrics that need to be reviewed weekly, bi-weekly, monthly and quarterly for performance optimization. He presses on creating a schedule to keep in touch with the whys and hows of your PPC campaign.
9. The 25% Rule For Reporting And Why It Matters
Matt Umbro in this post suggests that only 25% of one’s time should be spent on reporting. He discusses how to minimize the time spent on reporting while making sure that the same is effective. One of the ways to save time is to automate reports that you can. For the rest, read this post and know more.
10. 3 No-Brainer Ways to Stop Wasting Your AdWords Budget
Bidding and budgeting are a debatable topic. Margot da Cunha shares the three important things that should be taken up to allocate your budget properly. Learn what the three things are.
11. 4 Reasons Your PPC Spying Tool Needs to Monitor Competitor Sales Funnels
Another crucial part of PPC optimization is to monitor the competition. Jamie Smith elaborates why and how to evaluate competitor brand and non-brand keywords. This helps in understanding the opportunities and threats, stay optimized and make your campaigns high converting. Read this post to know more.
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