PPC - 6/12 - Digital Marketing Agency

Identify Your AdWords Competitors With New Feature

By | Google News, PPC | No Comments


A new feature showing up in some, not all, of my clients accounts today is the ‘Auction Insights’ report.  You are alerted to the existence of this report by a little ‘column graph’ icon next to a particular keyword. Select any ONE of those keywords, then click on the ‘Keyword Details’ button – which used to be called the ‘Searched Terms’ button. Here you can select to look at searched terms, OR you can use the nifty new feature called Auction Insights (only if you have selected a single keyword), to see the competitors on your keyword!


Google Adwords New Auction Insights Report


Auction Insights from Google Adwords


Google has nicely (?) given you lots of information in this report (which shows details starting only from May 1, 2012).

Apart from showing their display URL domain, they also tell you;


Impression Share: How often they received an impression in the same auction you were participating in


Average Position: Their average position in those auctions


Overlap Rate: How often they received an impression at the same time as you


Position Above Rate: How often THEY were placed ABOVE you


Top of Page Rate: How often they appeared at top of page positions


This is fantastic competitive information that can help you with all your marketing, not just PPC.  For example, it could tell you about new competitors who aren’t showing in the natural SERPS yet, or let you know how aggressive existing competitors are. Other information you might be interested in;


– Over different time periods, you could investigate when and which competitors are getting more or less active on Adwords.

– You could use the ‘position above’ rate to determine whether or not you want to increase your bids – e.g. who is most often above us?  Do we care enough about them to go above our target CPA?

– You could even look to see whose ad is most often shown with yours so you can decide which particular promotions or USP to push.

– It is also very interesting to see who is bidding on your own branded terms!


Thanks Google!

Promote Your App with Adwords

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Google Adwords has been adding features left, right and centre – and at the end of April, they added another ‘ad extension’ option, this time to help you promote your apps.


Mobile app extension Adwords


The idea behind it is, that perhaps your customers, or potential customers, might not be aware that your business has an app. It also offers your business another way of differentiating itself from its competitors, because the extra link and information helps it stand out.


The choice will be to either click through to your website through the title (as per usual), or click directly through to the app on the ad extension. The app link will be to the app page on the app store (Google Play or Apple App store).


This new extension is just that – an extension. If you want to promote ONLY your app, and not your actual business or store, then you might prefer to use the Click to Download  ad type, which uses the app store URL in it’s display URL, prompting people to click to download your app.


To enable a mobile app extension, just add it like any other extension – note though that your app must be on sale in either the Google Play or Apple App stores.


Using Google Adwords Labels

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Google Adwords has been making a lot of changes recently – from allowing misspellings and plurals in phrase and exact match, to providing more information about Quality Score.


They also have a new feature called ‘labels’, which you can see in a number of places:


1. On each of the campaign/adgroups/keywords/ads tab, it is a dropdown above the statics table

New Labels in Google Adwords Statistics table




2. On the Dimensions tab it is a new view option.

New Dimension - Google Adwords Labels



These labels can be used at the campaign, adgroup, keywords or ads level, to allow you to compare segments within your account.


How could you use this? We’ll give you an example at each of these levels;



Campaign Level Labels

Say you had a number of campaigns in your account for two countries (which often happens here in Australia). So, for example, we might have the following campaigns;

  • New Zealand Search
  • Australian Search
  • New Zealand Remarketing
  • Australian Remarketing
  • Australian Content network
  • Australian demographic
  • Australian Dynamic Search Ads

If I added a label to each of these campaigns – either NZ or Aus – then I could go into the dimensions tab and quickly and easily compare the performance of the two countries as a whole. Note that it will also show a line “Everything else” in case you have campaigns which don’t fit either of those labels.

Using Google Adwords Labels


Adgroup Level Labels

Lets say you have campaigns for Australia, New Zealand and China, and each of these campaigns has adgroups for hats/shoes/scarves.


By labeling the adgroups as either hats/shoes/scarves, I can easily compare the performance of these products as a whole across all campaigns, on the dimensions tab.


Ad labels in Adwords


You can also compare them by country by showing the ‘campaigns’ column on the dimensions tab – so that you can see, for example, how hats sell in NZ vs Australia.


Labels for Adgroups in Google Adwords


Keyword Level Labels

Lets say, you want to compare the conversion rates of your keywords which have action words in them like ‘buy’ vs those without. Or those with ‘buy’ vs those with ‘review’. You can label all those keywords appropriately, and then compare them in the dimensions tab.



Ad Level Labels

You can use ad level labels to test the various versions of your ads. For example, you might want to compare the performance of ads with certain display URLs, or those using Dynamic Keyword Insertion. Seeing the overall performance of your ads by different aspects could help you to build better ads in the future.



Changes to Adwords Match Type from Mid May

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Starting mid-May, Google is making changes to the match types in Google Adwords – to allow more flexibility, and shorter keyword lists.


Currently, with “phrase match” and [exact match] anything inside [] or “” has to match exactly. Meaning that if you want to use only “” and [] terms, your keyword list will have to be pretty long to include typos, plurals and misspellings.


I loved Broad Match Modifier, where you put a + in front of a word in a broad match search term, and it meant that the search term had to have that exact term (or closer variant) in the search term. This would have covered typos, plurals, misspellings and very close variants. Broad Match Modifier meant you could expand the reach of your campaign, while ensuring that all search terms included specific terms.


Starting mid-May, phrase match and exact match rules will be changing to allow for close variants like misspellings and plurals. This change is to help advertisers by reaching more people with fewer keywords, and to help users who might not be the best typers or spellers! Google says that at least 7% of queries have a misspelling (although I would have imagined it to be more).


When the new matching roles out, you will be automatically opted in, but will be able to opt out on the settings tab at the campaign level – See Advanced Settings.

Google new match types


Broad Match Modifier will still have a place in your keyword lists, especially for any terms longer than one word.

e.g. the broad match +microwaves may soon have the same intent as the phrase match “microwaves” – that is, allowing plurals, singular, typos, etc.

But the term “cheap microwaves” will still mean that the words have to be in that order, whereas the keyword +cheap +microwave would show for

Cheap Microwave
Microwaves cheap


Once the changes go live in Mid-May, I would keep my eye on the “See search terms” report, just to make sure it is matching what you want it to. Then, after a month or so, if it is working ok, you can start tidying up your keyword lists, by removing unnecessary misspelling and variants in “” and [].


I think the biggest benefit will be in campaign structure – allowing more streamlined keyword lists.

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