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Google's Daily Double

info@paidpeace.com (Duston Moore) — Fri, 06 Oct 2017 20:06:19 GMT

Don't freak out, Google just wants all your money...

Google's Daily Double

So there seems to be quite a few people who are upset by Google's change in daily spending limits. The truth is , Google is a business and they know their position in the marketing/ advertising world is one of necessity . Wi th that understanding they will make changes that are beneficial for their bottom line . The great thing about Google is they really do seem to care about their advertisers. T his move to the Daily Double budget approach can be beneficial to Google and to advertisers/agencies .

Getting All Them Keywords

It is never a good thing when Google tries to take more control away from advertisers . Of course, with this budget change, they haven't necessarily taken away control. Account / campaign control is the most important part of Google AdWords. Advertisers should want as much power as possible. This is why accounts should be set up wide open on the front end. This means that any and all searches that match your keyword targeting will have a chance to show an ad. Look at it like this, from a front end targeting perspective, go after any and every keyword match that you have in your account. Do not use enhanced anything, this only gives Google more control to spend your money as they see fit. Also, only use the accelerated delivery method. Otherwise, Google will decide what, when and where to show your ads. A good way to know how Google is limiting your account is by using the search impression share metrics found in the competitive metrics column options. This metric shows you what percentage of searches your ad was displayed against how many your ads were eligible for.

Pull Back The Reigns

Once your campaigns are going after anything and everything that your keywords allow for , use the tools that Google has given you to pull in the reigns. Make sure to e mpathetically target with your keywords and hone in on search intent with things like negatives, geo-targeting, bid modi fications , etc... Once these are in place, ad spend will be limited based on the search volume your keywords are eligible for . I know what you are going to say, "What if search volume goes up by ten times in a day?" Your accounts should be set up with such intense targeting that your conversion rates and ROI percentages stay the same. If your clients can't take on the increase in sales and or leads then I guess you might have a different set of problems .

Don't Agonize, Optimize!

Every time Google makes a change there will be negative conversation surrounding the change. The best thing to do is make sure you know the AdWords platform inwards and out so that you can better serve your clients' accounts no matter what. Google wants to make money so they are not going to hand cuff their customers to the degree that success is not possible. Make sure your accounts are in the hands of professionals who focus on your business goals, KPI's and ROI goals. You know, like those guys over at Paid Peace...

Acronymically Speaking

info@paidpeace.com (Duston Moore) — Fri, 07 Apr 2017 01:37:13 GMT

The New(ish) Language Of Marketing

SEO, SEM, PPC, SERP s and more! The language of marketing evolves constantly because marketing is directly driven by innovation. Lets take a look at what these acronyms stand for and how they are used in the ever-evolving world of digital marketing.

Before we get started, just know that this is not meant to be an exhaustive list/resource, and is only a beginning point to the lifetime process of digital marketing education. Also, I will be referencing Google but the info is pretty much the same for all primary domestic search engines.

SERP – Search Engine Results Page

WHAT IS IT

SERPs are exactly what the sound like. When someone performs a search on Google, a page appears with all the results. This is the search engine results page. Google believes that these pages are filled with the most relevant websites available for the search query performed. WordStream has put together a nice resource that walks through what SERPs are and what they are made up of.

SEO – Search Engine Optimization

WHAT IS IT

SEO is a process… that never ends. Every website that Google knows about gets ranked based on criteria that Google has set. When a search query is performed Google will list all the organic/relevant websites in a certain order based on its relevance to the search query. SEO is the only way to show up in the top spots of Google’s organic search engine results page. Here is Google’s SEO starter guide. It really is a good tool to get started but just know that Google’s criteria is always changing. Also, here is a nice post from Search Engine Land that goes into some greater detail.

SEM – Search Engine Marketing

WHAT IS IT

SEM involves the purchasing of ad space on Google’s SERPs. There are a couple of ways to do this. The first way is to use text ads that show up above, to the right of, and below the organic results. The ads are created by the advertiser and are shown when a search query is performed using the keywords they are targeting. The second way is to run shopping ads that are formed out of data feeds that an advertiser loads into Google’s Merchant Center. Google then will pull the data and use information from the product page specified in the data feed to create the ad. Shopping ads will contain images, pricing info and more. Here is another good article from Search Engine Land on the topic of SEM.

PPC – Pay-Per-Click

WHAT IS IT

PPC is a charging model in the digital advertising world. The concept is easy. A search engine, social platform or any other website will show ads but will only charge the advertiser when that ad is clicked. Easy enough. There are other methods of charging as well. A common one that is used in display advertising is CPM or cost-per-thousand.

For a more extensive list, check out this blog post from Lindsay Kolowich on Hubspot.

If your considering the possibilities of SEO and SEM for your business, contact Paid Peace today and a FREE consultation to see how search engine marketing can increase ROI and give you peace of mind in your online marketing efforts.

So How’s The Google AdWords App Working Out For You?

info@paidpeace.com (Duston Moore) — Fri, 07 Apr 2017 01:37:13 GMT

Well, pretty good actually…

I was actually a little excited about trying the new Google AdWords App. I really didn’t want the ability to make big changes to my accounts on any large scale but I did want to be able to monitor them while out of the office or just be able to pull up a number on the spot when asked by my marketing manager or sales manager.

The app is easily navigable from the account level to the keyword level. Choosing the date range is easier than the online user interface (why can’t they just use the analytics one???). The account overview from the HOME view is really helpful in that you can easily select the data you want to view, and the info available is detailed and categorically makes sense. I particularly like the fact that when I select “Conversions” it shows me the conversion names and the total amount for the date range selected.

I really don’t have anything negative to say about the app. The Google AdWords team has done a good job of presenting the data and has made it easy to move through the accounts from the campaign level to the keyword level. Thanks Google for the great app and the ability see the two conversions I got in the past hour….

Let Paid Peace put the Google AdWords app to work for you. Get a FREE consultation and see how search engine marketing can increase your business’ ROI and give you peace of mind in your online marketing efforts.