Over the next four weeks, we will be sharing tips and tricks for positioning Google products to your clients in the Google Media Solutions Series . We are excited to share the benefits of our solutions, debunk common myths and pass on easy implementation tips to help your accounts reach their full potential. So, let's get started with Google’s search marketing product, Google AdWords . Using Google AdWords, you can target Google.com and the Google Search Network . This is a great solution to connect with potential customers who are searching for your clients’ products and services. It is flexible, measurable, and accountable. With AdWords, you can easily manage the spend of the account and control costs by setting a daily budget and maximum cost-per-click (CPC). Another benefit is that it’s easy to make changes to your clients’ ad text, as changes to ads take affect almost instantaneously. Lastly, as an added benefit, you can track the return on investment (ROI) of your account by using Conversion Tracking or Google Analytics . There are some common myths that your clients may have heard regarding search and we want to make sure that we clarify these misconceptions: My website shows organically, so I don’t need to advertise: It is great to have a highly ranked organic listing; however you can’t control the message to your potential customers with organic listings in the same way that you can control it with search marketing campaigns. By advertising on Google.com and the search network, you can control the message that you share with all potential customers and determine the landing page to which you direct your potential customers after they click on the ad. These features can lead to increased sales. In addition, organic results are likely only capturing a very small portion of the relevant traffic on Google. For example, a consumer electronics advertiser might appear high in the search results for their brand terms, or specific trademarks relevant to their company, but AdWords can expose their message on a wide variety of related terms like 'digital cameras' 'netbooks' and 'HD TVs'. Competitors can click on my ads maliciously: We take the security of AdWords accounts very seriously and have many resources in place to prevent your account from accruing invalid clicks. While invalid clicks occur less often than commonly perceived, we have three filters in place to protect your account: detection and filtering techniques, advanced monitoring techniques and manual reviews from our team. Stay tuned for next week’s post on the Google Display Network, remarketing and great tips for reaching your customers while they browse the web! Posted by Laura Salzberg, Agency Team
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Google Media Solutions Series: Part 1, Back-to-Basics with Google AdWords and Search Marketing
We'll be at SMX East in New York City from October 4-6, 2010. Our booth (number 325!) will include representatives from Google AdWords, AdSense and Analytics, Mobile Ads, TV, YouTube and Webmaster Tools. In addition, we have speakers in 9 sessions or workshops, including: Othar Hannson , Senior Staff Software Engineer, on "Google Instant’s Impact On SEO & User Behavior" Jeremy Hylton , Software Engineer, on the panel "The Real Time & Social Search Landscape" Jesse Haines , Group Marketing Manager, Google Mobile Ads, on the panel "Mobile Search Ads" Baris Gultekin , Group Product Manager, Google AdWords, on "Google's Keyword Research Tools" Be sure to enter the discount code smx10google to save 10% on the cost of your event pass. Posted by Amanda Matuk, Events Team
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If you can make it there...you can see us at booth 325
We're pleased to announce that AdWords Campaign Experiments (ACE) has begun rolling out globally. Whether you're looking to assess the impact of new keywords, different bids, or a new landing page, ACE lets you run split test experiments that deliver valid impact measurements regardless of changes in demand, competitor movements, or other sales and marketing activity that can complicate traditional before-and-after measurement approaches. In addition, ACE is now supported in the AdWords API so developers can begin integrating this valuable feature into their AdWords applications. Visit the AdWords API blog for a quick snapshot of what’s available and stay tuned for a deeper dive on ACE for developers coming soon. For additional information on ACE, check out the complete post on the Inside AdWords Blog and visit the Help Center FAQ . Not seeing it yet in your Campaign tab under settings? Hold tight - users outside the US should see it in a week or so. Posted by Mark Martel, Product Marketing Manager
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AdWords Campaign Experiments - global roll-out and API support
The broad match modifier is now rolling out globally in most languages 1 after a successful open beta test in the UK and Canada. To recap the original broad match modifier beta launch announcement: The broad match modifier is a new AdWords targeting feature that lets you create keywords which have greater reach than phrase match and more control than broad match. Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today. To implement the modifier, just put a plus symbol (+) directly in front of one or more words** in a broad match keyword . Each word preceded by a + has to appear in your potential customer's search exactly or as a close variant. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor” and “flooring”). Synonyms (like “quick” and “fast”) and related searches (like “flowers” and “tulips”) aren't considered close variants. The graphic below illustrates the relative reach of different keyword match type strategies. (click for full size image) ** Be sure there are no spaces between the + and modified words, but do leave spaces between words. Correct usage: +formal +shoes. Incorrect usage: +formal+shoes. Here’s what one major UK retail company said about their experience using the feature: "We're always interested in ways to increase our volumes while keeping our CPA down. As a result, we've added broad match modified keywords to several campaigns where previously we only had phrase and exact match keywords. After a few weeks of testing, we're pleased to see these campaigns showed significant increases in conversion and volume, whilst keeping the CPA down. Therefore, we will be looking to scale our use of modified broad match keywords in all our campaigns to take full advantage of these great results." If you mainly use broad match keywords in your account, you should know that switching your existing broad match keywords to modified broad match will likely lead to a significant decline in your click and conversion volumes and will not directly improve Quality Score . To maintain volume, keep existing broad match keywords active, add new modified broad match keywords, and adjust bids to achieve your target ROI based on observed performance. You can begin using the feature by logging into your AdWords account, through the AdWords Editor and through the AdWords API. For more details, guidelines on usage, and answers to common questions, check out the original blog post and the AdWords help center . Posted by Dan Friedman, Product Marketing Manager 1 Except Chinese, Japanese, Thai, Arabic and Hebrew languages, which are coming soon. We’ll update this post when the feature becomes available.
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New keyword targeting feature rolling out globally
When we discover something great, our first impulse is to share it. How else do you explain the 66 million times people have watched a baby panda sneeze ? Sharing the insights you find in your AdWords reports should be as easy as forwarding a YouTube link, so we’ve recently released new options for segmenting, scheduling, and emailing the data on your Campaigns tab. By clicking the Download button in the toolbar above your data tables, you’ll open a menu that shows you a number of options for sharing reports with others. click to view larger image First, you’ll name your report, just as you would in the Report Center. Next, you can add segments to reveal different dimensions of your performance. Add multiple segments at once to get a even deeper breakdown of your statistics. For example, you can segment your campaigns by device and day of the week to understand the days when your customers are more likely to see your ad on their mobile devices. Each new segment you add will appear as a separate column in your downloaded report. From here, you have a few options. You can simply download your report in formats ranging from .CSV to .PDF and personally deliver it to your favorite teammate. Or, you can choose to email your data to one or all of the users with reporting access in your account. Finally, you’ll set the frequency at which you want this report to run. So if you’ve set up a filter for your keyword list to show, for example, only those keywords containing the term “free” that have cost you over $50 with a conversion rate under 5%, you can now get a weekly email with a report showing you their performance. All the reports you download from the Campaigns tab will appear in your Control Panel and Library , a new area used to manage the reports and custom alerts that you’ve created for your account. These changes are just the latest in our ongoing efforts to simplify the ways you access your reports. We hope that with more data in the Campaigns tab and easier access to advanced statistics , looking at the different dimensions of your campaign performance becomes common practice. After all, you never know how many baby pandas could be hiding in your campaigns... Posted by Devin Sandoz, Product Marketing Manager
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Sharing is caring: new ways to segment, schedule, and email reports