Making the Leap to Enhanced Online Campaigns – What it Means, and How to Adapt

Image credit: google

Image credit: google

Without a doubt, one of the most-talked about subjects in the SEM sector these days is Google’s launch of Enhanced Campaigns. This launch represents a fundamental shift in the structure of PPC campaigns, and as marketers and agencies, we owe it to ourselves and our clients to be ahead of the curve in adapting to the changes coming to AdWords. In this post, I’ll break down some of the major changes between so-called “legacy campaigns” and new Enhanced campaigns….

To Bid or Not to Bid: Working with Trademark Keywords

With Google’s recent announcement of updates to the international trademark policy, it’s always a good time to revisit trademark keywords and what to do about them. First off let’s review the policy updates and then go through some tips on how to handle trademark infringements as a brand and, most importantly, offer some things to consider before letting loose on a campaign of conquest.

1.) Google Updates & Streamlines their Trademark Policy

To bid or not to bid. These are the answers.

To bid or not to bid. These are the answers.

Google has recently announced a slight adjustment to their trademark policy. Officially not a whole lot is changing, according to Google’s announcement “we will not prevent the use of trademarks as keywords in the affected regions [but] trademark owners will still be able to complain about the use of their trademark in ad text.” Although it’s nothing drastically different, some changes are worth noting and always worthy of a reminder.

Here’s what’s new

1.      Google finally has a uniform global policy that should help international search marketers scale and enforce brand protection.

2.     The update affects advertisers in China, Hong Kong, Macau, Taiwan, Australia, New Zealand, South Korea, and Brazil which now have policies in line with other international markets.

3.      The change will go into place on April 23rd, 2013 and trademarked terms in international campaigns previously disapproved will be pushed live.

The most “Important” distinction: Bidding on Trademarked keywords is not the same as using trademark in ad copy….

Dual Landing Pages with AdWords Enhanced Campaigns

Before AdWords introduced the Enhanced Campaign (EC), the typical practice was to have separate mobile and desktop campaigns. Ads in a desktop campaign would have destination URLs for landing pages optimized for desktops.  Ads in a mobile campaign would have destination URLs for landing pages optimized for mobile devices.

With AdWords new Enhanced Campaigns, it’s impossible to target ads to mobile devices only. As long as your campaign mobile device bid adjustment is anything other than -100%, an ad could potentially be served to any device type. Advertisers are asking themselves, “Why can’t I specify two URLs for my ads, one for desktop, one for mobile?”  This is actually possible. The answer is to use the {ifmobile} ValueTrack parameter. Here’s how it works…

LEGACY SCENARIO (multiple device-specific campaigns)

URL for an ad in a campaign that targets DESKTOPS:

http://www.testsite.com/en/US/abcdef/index.html

URL for an ad in a campaign that targets MOBILE DEVICES:

http://m.testsite.com/www.acme.com/en/US/abcdef/index.html

EC SCENARIO (one EC campaign for all devices)

URL for any ad:

http://{ifmobile:m.testsite.com/}www.acme.com/en/US/abcdef/index.html

When this ad is served to a mobile device, the string “m.testsite.com/“ is inserted in the desktop URL, turning it into the mobile URL. The key thing to keep in mind is that the mobile URL must contain every character in the corresponding desktop URL plus an additional segment, i.e. the argument for {ifmobile}. If desktop and mobile landing pages are structured so that the difference between the URLs is always the same string, the same argument can alway be used in {ifmobile}.

3 of My Favorite Bid Rules

Quality score dropIt’s no secret that utilizing some form of automated bids or bid alerts helps you proactively catch underperformers to fix and catch over-performers to capitalize on! I like to call these my ‘performance alerts.’ However, I also like to use what I call ‘maintenance alerts,’ which aren’t always about hitting a CPA or ROAS goal, but ensuring I am focusing on improving the right areas of my campaigns and I am getting rid of inefficient keywords….

5 Ways to Take Advantage of Adwords’ Global Re-Marketing Tag

One of my favorite things about Re-targeting with AdWords is the ability to easily separate audiences. You can essentially hand-pick the site visitors you want to target, and tailor ads accordingly. In the past, if you wanted full control over audiences you had to create individual tags for every single page on the site.

Thanks to the not-so-recent release of the global remarketing tag, you can have full audience control without owing your developer(s) a fine steak dinner. So how do you take advantage of this newfound control? Here are five of my favorite tips to try:

The Most Under-Utilized Tool in the AdWords Interface

During a recent training day, I came across a tool I had nearly forgotten existed. It is the Search Funnels conversion reporting data in the AdWords interface. (Located in the “Conversion” page under the “Tools and Analysis” tab.)

adwords conversions

Google AdWords’ Dirty Little Secret: U.S. Zip Code Targeting Sucks

adwords zip code geotargetingBack in April Google made the announcement that it would finally be possible to geo-target your PPC campaigns by zip code in the U.S. The lack of zip code targeting has been a glaring omission for AdWords for years. So, it was greeted with the “oohs” and “ahhs” and sighs of relief that typically accompany AdWords announcements. The problem is that Google has been particularly quiet about the unfortunate details and limitations that make U.S. zip code targeting suck….

Is The AdMob and Adwords Marriage a Win-Win for All PPC Advertisers?

Google recently announced that their past acquisition of the AdMob mobile advertising is now a seamless part of AdWords, which, in essence, will make it easier for advertisers to start spending ad dollars on over 350 million mobile devices and top mobile apps. Ironically, Google claims that they “made a big bet on mobile – and on mobile display advertising” but I hardly doubt it was much of a bet, just a good decision. In this post, I will discuss the benefits and drawbacks from this latest “Tech Marriage.”

Understanding the “Misunderstood” in PPC Marketing

It’s very easy to draw the line between success, failures and misunderstanding in PPC Marketing. Advertisers who are not “in the weeds” of this stuff everyday, are often tantalized by Books, Case Studies and Press Releases about how successful PPC Marketing has been for their business. However, that does not mean that your business will see the same result.

In fact, it’s a good idea to sort of “calm down” the hype that PPC Marketing is going to instantly and  “cost effectively” grow businesses overnight. Sorry, It simply does not work that way.

In this post, I will discuss a few important factors that go into what is a success and what is a failure, as well as “debunk” some of those common myths about PPC Marketing….

Learn How to Get More Money out of Google Grants

If you are asking yourself “what is a Google Grant?”, then your eyes are going to light up and your going to find a family member or friend and tell them about it. Basically, Google provides eligible 501(c)(3) organizations with an initial $10,000/month to serve ads on Google.com only. (Google currently serves more than 6,000+ Non Profits to date). Now, with that said, Google does have some pretty intense requirements in order to get that free money.

Here’s the first round of requirements:

  • Hold current 501(c)(3) status, as determined by the U.S. Internal Revenue Service
  • Acknowledge and agree to the application’s required certifications regarding nondiscrimination and donation receipt and use.
  • Google for Nonprofits is open only to organizations based in the United States
  • Website cannot display revenue generating ads, such as Google AdSense or affiliate advertising links

Who is not eligible for a Google Grant:…