Category Archives: Google Adwords

How to unlink a Google Analytics Account from Adwords

When Google Analytics changed the look and feel and layout i found it very difficult to find the way to unlink a Google Adwords account from an Analytics profile.

This is how to do it:

1. Sign in to your Analytics account as an administrator at https://www.google.com/analytics/web/.
2. Click the admin link at the top right of any Analytics page. Continue reading “How to unlink a Google Analytics Account from Adwords” »

Access Adwords with your Ipad or Iphone

Are you trying to access adwords from your iPad or Iphone with Safari but it crashes? It’s normal… or at least both Google and Apple are aware of the problem, and no, they haven’t found a solution yet!

The good news is that there is a good workaround to the problem. You can use the Mercury Browser, downloadable from iTunes for free (limited version with ads). The full ads-free version costs only 0,69£. This browser will let you access Adwords from your Ipad or Iphone with no issue. Continue reading “Access Adwords with your Ipad or Iphone” »

Ad Location Extensions with Google Adwords

If you are managing an Adwords Campaign for a local business you might want to consider the feature of Local Extensions to create effective local ads enriched with additional information such as address and phone number.

With this feature it’s possible to target multiple locations within the same campaign. Lets see this in an example:

Pretend to be the Search Marketing Manager of an Indian Restaurant Chain. You have 3 restaurants in the UK to market. One is in London, on in Manchester and the last one in Liverpool.
With Adwords you can set up a local campaign and add your tree addressees in the “Ad Extensions Tab” that you will have to activate from “Settings”. You can add the Addresses manually or using your Google Places Submissions.

The Google Adwords Algorithm will show the correct Local Extension in the Ads depending on the users query (for instance Indian Restaurant London) and IP. For this reason you can use the same Ads for all your locations, Google will do the rest for you!

Usually Ad Locations extensions are used at the Campaign Level, but in some particular situations you might want to manage ads addresses’ individually. This is useful when you want to target a specific promotion in a specific address.

Let’s pretend that you have a special promotion on the London Indian Restaurant and you want to ensure that the London Address appears with a specific ad copy linked to a specific landing page explaining the promotion. In this case you will need to edit your ad and click on “always show with one address” and select the address you want to link to that particular ad.

Video that explains Ad Location Extensions

Conclusions

I have used this feature for some clients that were interested in expanding the local engagement, which has resulted is an improved Click Through Rate. It is also much easier to manage campaigns with hundreds of different addresses, without having to create an Ad group for each location!

In other words, it’s the perfect tool for a local strategy with Adwords.

Simone

Google Adwords Best Practice

This Search Best Practice Article has been put together to provide a comprehensive list of optimisation and account management tips which you should follow to drive the best possible results from your and your clients campaigns.

The document is split into the 4 major elements that influence search campaign performance:

  1. Keywords
  2. Ad Text
  3. Bids
  4. Budgets

Let’s start to see the best practice element by element.

Best Practice for the Keywords Strategy

  • Structure account(s) to mirror site
  • Include brand terms
  • Cover all products
  • Include relevant negatives
  • Deep link to relevant landing pages
  • Relate the creative to the keywords
  • Have annual seasonal plan
  • Have seasonal keywords and creatives ready
  • Delete duplicate keywords
  • Separate campaigns for converting keywords
  • Separate campaign for top volume drivers
  • Include brand misspellings
  • Use generic keywords to drive awareness
  • Use generic keywords to boost conversions
  • Understand queries matched by keywords
  • Keep reviewing kw set to capture new queries
  • Keep reviewing kw set to filter unwanted clicks/queries
  • Match keywords to search queries to enable targeted ad text
  • Use product specific keywords to drive conversions
  • Create testing environment for new keywords
  • Flag keywords which are performing well and restructure if necessary
  • Include brand territory terms
  • Pull data from logs and automatically populate existing campaigns with relevant keywords
  • Flag queries which spike. Add keywords/incorporate them following year

Best Practice for Ad Text Strategy

  • Include special offers in ad text
  • Test brands in ad text
  • Test DKI/static in ad text
  • Test CTAs in ad text
  • Test seasonal creative
  • Match online and offline messaging
  • Deep link to relevant landing pages
  • Relate the creative to the keywords
  • Have annual seasonal plan
  • Have seasonal keywords and creatives ready
  • Include delivery details in ad text
  • Test offline messaging in ad text
  • Test prices in ad text
  • Test no. of products in ad text
  • Include Third-Party Awards where possible
  • Test capatilisation variations
  • Keep trialling different creatives
  • Test punctuation variations
  • Test visible URL variations
  • Automatically generate creatives: link creative generation with stock levels/prices
  • Automatically flag creatives with poor CTR/Conv rate

Best Practice for Bids Strategy

  • Have annual seasonal plan
  • Separate campaigns for converting keywords
  • Separate campaign for top volume drivers
  • Set CPC’s to appear in the most profitable position
  • Be prepared to raise CPCs during seasonal peaks
  • Create testing environment for new keywords
  • Flag keywords which are performing well and restructure if necessary
  • Keep up with ROI figures and alter CPCs accordingly

Best Practice for Budgeting Strategy

  • Have annual seasonal plan
  • Separate campaigns for converting keywords
  • Separate campaign for top volume drivers
  • Budget for maximum return
  • Raise your budget caps to take advantage of positive ROI
  • Create testing environment for new keywords
  • Flag keywords which are performing well and restructure if necessary
  • Automate daily budget reports
  • Keep up with seasonal trends and one off events that may lead to traffic spikes

These best practices are suggested directly by Google, useful for all type of campaigns.

If you need help with your Adwords campaign contact us! A Google Qualified Professional will help you with your campaign.

Simone

How to request a third party trademark use authorization in Google Adwords

trademarkI hope to help lot’s of advertisers with this article. I was looking for this type of information for quite a bit, and only when I had a chat with Google I found it.

I have a client that has the authorization to use a trademark name inn any advertising media and he was quite annoyed that he couldn’t use it in Google Adwords. Google since a few years blocks completely all trademark names in both keywords and ads. It’s hard to have this unblocked even if there is a written authorization by the trademark owner.

The benefit in using a well known brand sometimes can become fundamental, and some companies are keen to use trademarks in Adwords.

If you have a representative in Google you should have no problem, all you have to do is ask him to open a trademark authorization request and send him all the paper work that proves the trademark use authorization. That was simple and fast for me.

But as I said before, only big advertisers and some SEM / Digital Marketing Agency have this privilege of a representative to talk with in Google. I had to become a qualified agency to have a a Google Man that helps me with my clients.

So for those that needs to solve this issue without help – there is a way! All you have to do is fill up an online form (was impossible to find it without someone telling me – but maybe I was just not good enough in searching): https://services.google.com/inquiry/aw_tmauth

The form is quite long, but this is the only way to have a “pretty” fast reply.

Google has provided also an e-mail address for trademarks problems.

If you would prefer to submit your authorization by mail, you have to provide the same information asked in the form linked above via email: ads-trademarks@google.com

Hope this helps! But if you need advice on Google Adword feel free to contact me at http://www.studiowebluciani.com/en/contact-seo.html