Author Archive » Eloi
Our parent company, AI Digital are the producers of a superb podcast series about Internet Marketing. So far, they’ve published forty-one episodes on iTunes and Feedburner and have notched up tens of thousands of downloads worldwide.
The podcast series is aimed at small business owners, freelancers and marketing managers. Each episode offers internet marketing ideas, techniques and practical advice. They are 15-20 minutes long and published on a regular basis. If you fit the audience profile, we definitely recommend subscribing to them from the AI Digital website or from iTunes. AI Digital also worked in conjunction with The Guardian last month to produce a podcast, helping graduates get the most out of recruitment fairs. Listen to The Guardian Podcast.
If you think about it, linking your business with current affairs is a fast way to generate traffic to your site; the only snag is the news has to be relevant to you.
photo credit: franckdethier
When a news story or (competitors) advertising campaign (read about Orange’s latest advertising campaign mistakes) relating to your business gets released you can add new keywords to your campaign. News sends people to Google and Search Engines to find out more. For example, if you are marketing a credit card company, you probably would like your ad to appear when someone types in “credit crunch” or related terms. This gives you the opportunity to deliver a tailored and timely message i.e. “Beat the Credit Crunch with a 0% Credit Card Rate that lasts!”
In case you haven’t read it yet, Google is now unleashing some new improvements to its Quality Score. News from Google about changes to their algorithms or the way they rank and charge PPC ads usually creates a tidal wave of blog posts, comments and outbursts from the community that uses AdWords on a daily basis. I therefore thought I’d analyse this new development and share thoughts & case studies with our readers.
“Since 2005, we’ve improved Quality Score in many ways, such as the inclusion of landing page quality and landing page load time as factors. Along the way, we’ve also received much helpful feedback from both users and advertisers.
Quality Score will now be more accurate because it will be calculated at the time of each search query
Keywords will no longer be marked ‘inactive for search’
‘First page bid’ will replace ‘minimum bid’ in your account”
Today, we’d like to let you know of further improvements we’ll introduce in the coming weeks — based, in part, on this feedback. First we’ll outline the key points, and then dive into the details:
The idea behind having the quality score calculated for every single search is that it will make Google’s PPC results more relevant and time sensitive. For example, if you competitor writes a compelling ad which most of the traffic for a given keyword, your CTR will reduce, and Google will see you as less relevant in the next keyword auction.
I wanted to check that my long tail keywords were still being displayed, and this is what I discovered:
Optimising Pay Per Click accounts for KPIs can be a challenging task. Whether it be increasing traffic for the same budget, increasing the amount of leads generated by a campaign, or simply reducing the cost per lead of a given campaign, keyword and ad optimisation is a very important part of any SEM campaign that you should be undertaking on a (very) regular basis.
Now that’s a big mistake! (via flickr)
In order to “help advertisers present the most relevant ads to searchers”, Google has a wide range of reports and metrics that are the basis of any optimisation work. However, tired eyes and keyword blindness can lead you to include keywords in your PPC campaign that you never would have used had you had a double caramel latte from Toast by the Coast. Read on
The Olympics are currently captivating us all. The Opening Ceremony was an amazing display of lights and colors, and medals have already started being distributed to the Olympians. However, the Olympics are so captivating, that many (every) search marketer has missed out on an Olympic opportunity to generate fast and targeted traffic to their site.For about 4 days now, Google.co.uk has been adorned by lovely Google Doodles about the Beijing 2008 Olympics – these logos change everyday according to the daily discipline:
If you click through this Doodle, you will be taken to a page which is simply a SERP for “Beijing 2008 Olympic Games“. This page displays various news results, and the latest news on Olympic events. It also display links to blogs, photos… But no PPC ads! Read on
After having explained why negative keywords are so important to a campaign, and how to do negative keyword research, this post will review how to add and optimize your negative keywords to be as precise as possible with your targeting. There are more advanced things you can do with negatives, and some ways you can research them not only based on the keyword tools’ estimations (ie average search volumes) but through the clicks you actually get on your ads:
“Photo: Bernat Casero”
Negative keywords can often be overlooked by search marketing managers eager to expand their keyword list and get as many searchers as possible to click their ads and follow through to their site. However, negative keywords can play one of the most important parts of your paid search marketing campaign by eliminating the traffic you deem not relevant, thus raising Click Through Rates (and therefore quality score), conversions and conversion rates.
“Photo: Bernat Casero”
For those unaware of negative keywords, these are elements in your PPC campaign that will ensure your ads are not triggered and displayed when this keyword is included in the searcher’s query: if I have the negative keyword “boat” in my “rentals” campaign, then my ads will not show when someone types “rent a boat” into a search engine.
In the paid search marketing world, one of the topics that gets the PPC managers & optimisers discussing tactics for ages is the ‘Content Network’. The Content Network is the collection of sites which are opted into the AdSense scheme; through AdWords, you can place your ads on these websites. The Google User Interface was never very friendly and intuitive when it came to optimising your content network campaigns, which made the whole thing much harder to control.
Many advertisers simply didn’t bother with it, because it took too much of their time for too little click volume compared to search (an average Search CTR is around 2%, whereas a Content Network average CTR is under 1%). Even more advertisers simply put a tick in the Content Network checkbox that sits in their “Campaign Settings” page, and then just let the campaign run its course.
But it offers real opportunities. Read on
The time has come for MSN AdCenter to make advertiser’s life soo much easier.
Whilst attending the MSN AdChamps 2008, we were presented with the beta for the new MSN offline Editor (comporable to the Google AdWords Editor).
I was particularly impressed by the fact that it seemed to have a more functionality than Google – hey, it’s Microsoft after all – so much so I bit their arm off to be a beta tester, but I’m still waiting to hear… Denied!
Some super sweet funtionalities have been included in the tool to make Google’s Adwords Editor look out dated: (the funtionalities we all asked for!)
The AdCenter labs Keyword Research tool has its own tab in the editor, allowing you to build and structure keyword lists fast
Performance Data is included in the Editor! Amazing… Do I really need to explain? Well having performance data in your editor takes away the pain of having to go back and forth between your browser and your offline editor to check the best performing ad, check that the keyword you are moving isnt one thats built up an amazing CTR etc…
I guess I will just have to wait for it to come out, but in the mean time I though I’ d share this mouthwatering screenshot of the beta product. Apologies for the image quality, it’s a picture of a video projection, taken from my mobile phone so…
Massive Kudos to MSN for developping this tool!
Imagine you could plot the effects of every single change to your PPC campaign on a graph. You’d be able to view instantly whether that bid your raised on Friday evening before leaving the office has paid off… Has it had a better CTR? Has it generated more conversions?
Now what if you could have a graph with little flags on it displaying every single change you made to your campaign in the last 2 years? You’d be able to see whether your changes are affecting overall impressions, or simply more generally, whether your optimising is going in the right direction…
By now you must have guessed: Yes! Now you can!
The “My Change History” tool (located in ‘Campaign Management’ -> ‘Tools’ -> ‘My Change History’) now allows you to see not only what changes you made, but how these changes affected the overall campaign’s impressions, clicks, CTRs, costs and conversions! All you have to do is use the tool as you would before, and the graph will automatically pop up above your results. You can then reduce the length of the period you are looking at, and start understanding how where and why your campaign is not doing as good as your competitor’s.
What you can do with this information: