The Web Authority
Tuesday, May 20
AdWords Password Protection
You must guard your Google account login especially if you are using AdWords as if it is your bank login ID. It is a good idea to even change your password every month in Google to protect yourself.
Personally I feel that after having a previous client have their AdWords account hijacked several weeks ago that Google is wrong to force users to have one master Google login. If someone gets a hold of your Google master account, they can wreak havoc in so many areas now that Google has required it's use across it applications.
If there was one thing that I could tell Google, I would say let AdWords have it's own login and even if the user email is the same allow for AdWords to have its own password different from the Google account login.
The client who we know who had been hijacked had been fooled into revealing their login and password from a phishing email sent as a Google AdWords correspondence. It is so very important to know that for PayPal and now Google AdWords that you must never login by clicking a link in an email or send your password plus login together in an email. I say PayPal as well as it has long been known that PayPal has been a target for phishing campaigns. As for AdWords, phishing is new for them, just this last week I have received over 15 emails supposedly from Google to login from a link in an email. So my suggestion is to very carefully guard your login and change your password for Google with a degree of regularity. You must actively work to keep yourself safe from AdWords bandits.
Personally I feel that after having a previous client have their AdWords account hijacked several weeks ago that Google is wrong to force users to have one master Google login. If someone gets a hold of your Google master account, they can wreak havoc in so many areas now that Google has required it's use across it applications.
If there was one thing that I could tell Google, I would say let AdWords have it's own login and even if the user email is the same allow for AdWords to have its own password different from the Google account login.
The client who we know who had been hijacked had been fooled into revealing their login and password from a phishing email sent as a Google AdWords correspondence. It is so very important to know that for PayPal and now Google AdWords that you must never login by clicking a link in an email or send your password plus login together in an email. I say PayPal as well as it has long been known that PayPal has been a target for phishing campaigns. As for AdWords, phishing is new for them, just this last week I have received over 15 emails supposedly from Google to login from a link in an email. So my suggestion is to very carefully guard your login and change your password for Google with a degree of regularity. You must actively work to keep yourself safe from AdWords bandits.
Labels: AdWords Tips
¶ 5/20/2008 07:54:00 PM 0 Comments
Friday, April 25
What Are Your Metrics For Success With Google AdWords?
There is much more to measuring your success with Google AdWords than how many sales did you get? I consider sales the most important measure of success, but for some accounts success should be measured by more than just that.
Some of the metrics that are important when measuring the success of any pay per click program are:
1. Of course sales!
2. Increased traffic to your website
3. Requests for more information from phone calls and completion of your contact form
4. Subscriptions to your e-newsletter
5. Requests for quotation on your services or requests for your brochure or catalog
For some accounts number 2 to 5 are the best measures of success and are called micro-conversions. Remember Google's measure of success of a program is click through rate and not sales or micro-conversions. This is important to remember when you consider raising your budget or continuing with Google AdWords when you are questioning whether the program is working for you.
I am not an advocate of leaving your wallet open indefinitely to Google if you are not having your measures of success met. However, if you do not have website statistics, scripted contact forms, targeted landing pages, and Google AdWords conversion code implemented, it is nearly impossible to make informed decisions about the success of your program.
Some of the metrics that are important when measuring the success of any pay per click program are:
1. Of course sales!
2. Increased traffic to your website
3. Requests for more information from phone calls and completion of your contact form
4. Subscriptions to your e-newsletter
5. Requests for quotation on your services or requests for your brochure or catalog
For some accounts number 2 to 5 are the best measures of success and are called micro-conversions. Remember Google's measure of success of a program is click through rate and not sales or micro-conversions. This is important to remember when you consider raising your budget or continuing with Google AdWords when you are questioning whether the program is working for you.
I am not an advocate of leaving your wallet open indefinitely to Google if you are not having your measures of success met. However, if you do not have website statistics, scripted contact forms, targeted landing pages, and Google AdWords conversion code implemented, it is nearly impossible to make informed decisions about the success of your program.
Labels: AdWords Tips, Google AdWords
¶ 4/25/2008 07:14:00 AM 0 Comments
Monday, March 24
Global Strategy For Google AdWords
One of the biggest mistakes that we see is an AdWords advertiser showing their full campaign with global geotargeting. Typically an account set up this way is bleeding cash and the account owner is moaning about a lack of conversions.
One of biggest concerns when we see an account set up this way is that non-premium markets are sucking out the cash for the campaign and ads are not being shown to the premium market due to global time zone variations.
One of the very first things that we do is to ask the customer to give us percentages of sales from the various global regions. Sometimes we find that 1% of sales may come from Europe and Asia and yet nearly 80% of the click budget is being spent here.
We recommend structuring and account into groups: North America, Europe, Asia & Australia and then assigning a campaign budget for each based on historical sales. We additionally set up the ads to run within the time zone based on local settings so your ads for that region may be only running from midnight to 2:00 pm your time, but prime time in that geographic region.
Global targeting can work for your account, but be smart about setting it up to give you maximum account control.
One of biggest concerns when we see an account set up this way is that non-premium markets are sucking out the cash for the campaign and ads are not being shown to the premium market due to global time zone variations.
One of the very first things that we do is to ask the customer to give us percentages of sales from the various global regions. Sometimes we find that 1% of sales may come from Europe and Asia and yet nearly 80% of the click budget is being spent here.
We recommend structuring and account into groups: North America, Europe, Asia & Australia and then assigning a campaign budget for each based on historical sales. We additionally set up the ads to run within the time zone based on local settings so your ads for that region may be only running from midnight to 2:00 pm your time, but prime time in that geographic region.
Global targeting can work for your account, but be smart about setting it up to give you maximum account control.
Labels: AdWords Tips
¶ 3/24/2008 07:34:00 AM 0 Comments
Wednesday, January 23
The AdWords Wrapper
I wanted to share with you a very cool and handy online tool called the AdWords wrapper that I have found. You can click our post title to do there or follow this link http://www.mikes-marketing-tools.com/cgi-bin/adwrapper.cgi.
This tool allows you to enter broad match terms in one window, click a button and make phrase match, exact match or both keywords that you can then copy and paste into the "Quick Add" screen in Google AdWords.
I find this tool very helpful and you may as well. Enjoy!
This tool allows you to enter broad match terms in one window, click a button and make phrase match, exact match or both keywords that you can then copy and paste into the "Quick Add" screen in Google AdWords.
I find this tool very helpful and you may as well. Enjoy!
Labels: AdWords Tips, Google AdWords
¶ 1/23/2008 06:48:00 AM 0 Comments
Monday, January 21
Advertising Globally on Google AdWords
Here's a quick tip for you on using global advertising on Google AdWords.
You can blow through your budget at an unprecedented rate when you advertise globally without any controls. It is far better to set up your architecture in this manner to be able to control your spend more effectively and in the global regions that really work for you.
First identify using your website analytics software where your traffic comes from and see if this meshes with your sales in the real world.
Second, group global areas into separate campaigns. Typically I will use a US & Canada market, an Asian market (includes Australia) and a European Market (includes Europe the Middle East and most of Russia). Then using my own time zone, I calculate the best times to show the ads in the grouped time zones. Typically I do not want my ads to show in the middle of the night in any of these markets as this is a way to encourage poor quality clicks. I want my budget to be spent in prime time. I am using ad scheduling to choose the best time zones. Remember in your control panel you enter your zone, but converted to the new time zone. I use this tool to help me arrive at those figures. http://www.timeanddate.com/worldclock/meeting.html
Third, I assign campaign budgets by region. I have found that this is a crucial step towards effective advertising. Additionally you will be able to evaluate clicks and conversions to adjust your spend as your program progresses.
With a little bit of advanced planning you can have AdWords global advertising work effectively for you.
You can blow through your budget at an unprecedented rate when you advertise globally without any controls. It is far better to set up your architecture in this manner to be able to control your spend more effectively and in the global regions that really work for you.
First identify using your website analytics software where your traffic comes from and see if this meshes with your sales in the real world.
Second, group global areas into separate campaigns. Typically I will use a US & Canada market, an Asian market (includes Australia) and a European Market (includes Europe the Middle East and most of Russia). Then using my own time zone, I calculate the best times to show the ads in the grouped time zones. Typically I do not want my ads to show in the middle of the night in any of these markets as this is a way to encourage poor quality clicks. I want my budget to be spent in prime time. I am using ad scheduling to choose the best time zones. Remember in your control panel you enter your zone, but converted to the new time zone. I use this tool to help me arrive at those figures. http://www.timeanddate.com/worldclock/meeting.html
Third, I assign campaign budgets by region. I have found that this is a crucial step towards effective advertising. Additionally you will be able to evaluate clicks and conversions to adjust your spend as your program progresses.
With a little bit of advanced planning you can have AdWords global advertising work effectively for you.
Labels: AdWords Tips, Google AdWords, Pay Per Click Advertising
¶ 1/21/2008 07:39:00 AM 0 Comments
