The Web Authority
Friday, May 16
AdWords Hijack What You Can Do
Just how could someone hijack your Google AdWords account without you knowing? How can they get your Google account email address and then password in order to change the password to lock you out? It appears that visiting a website with a virus or responding to one of the AdWords phishing emails that has gone out recently may allow bandits to compromise your system and your account.
First and foremost, don't ever click links you get in emails from Google AdWords or even PayPal. Take any action requested by logging into your account with your browser to assure that you are really going to the site you intend to be visiting.
Second, make sure that you are using Internet Explorer 7 and have the phishing filter enabled. This will let your browser help you to know when a website is pretending to be a site that it is not.
Third, periodically change your passwords and look to use a secure password of a combination of numbers and letters.
Fourth, be careful of the sites you visit and routinely check your computer for malware. It appears that there is a bug out there that is downloaded from a malware site masquerading as a legitimate website and the bug seeks out your AdWords information and mails it to a bot for fraudulent use. It will keep you locked out of Google properties so you cannot access www.Google.com or even AdWords to check on your account.
Don't think it could happen to you? Well it just happened to one of our previous clients and they got hit in one day for $10,000 of clicks to their American Express. Google is investigating and shut down their account in one day, but the absolute aggravation of communication of the issue, concerns about charges, not being able to get into your account, shutting down their legitimate business account for the period to resolve the issue, and why it would happen to you, is just something you simply do not want to experience.
First and foremost, don't ever click links you get in emails from Google AdWords or even PayPal. Take any action requested by logging into your account with your browser to assure that you are really going to the site you intend to be visiting.
Second, make sure that you are using Internet Explorer 7 and have the phishing filter enabled. This will let your browser help you to know when a website is pretending to be a site that it is not.
Third, periodically change your passwords and look to use a secure password of a combination of numbers and letters.
Fourth, be careful of the sites you visit and routinely check your computer for malware. It appears that there is a bug out there that is downloaded from a malware site masquerading as a legitimate website and the bug seeks out your AdWords information and mails it to a bot for fraudulent use. It will keep you locked out of Google properties so you cannot access www.Google.com or even AdWords to check on your account.
Don't think it could happen to you? Well it just happened to one of our previous clients and they got hit in one day for $10,000 of clicks to their American Express. Google is investigating and shut down their account in one day, but the absolute aggravation of communication of the issue, concerns about charges, not being able to get into your account, shutting down their legitimate business account for the period to resolve the issue, and why it would happen to you, is just something you simply do not want to experience.
Labels: Google AdWords
¶ 5/16/2008 06:39:00 PM 0 Comments
Wednesday, May 7
The Value of A Google AdWords Account Manager - Preventing Fraud
I had a client on let me know on Sunday night that they would be bringing their Google AdWords account management in-house. I disabled my access to their account Monday morning. On Wednesday, they let me know that they could not log into their account.
It appears that in three days their account was hijacked and someone installed two campaigns on their account and ran up a bill of over $9,956.00 in clicks. Some of the clicks were over $28 each. I contacted Google for them today as soon as I was told they could not login and got Google working on a click fraud and account hijack issue. I reported to the client to advise his credit card company to put a fraud alert on his account. I can still not get into their AdWords account, but have access to Google Analytics and can see that new campaigns were set up and nearly $10,000 spent in just two or three days.
I have to say as I am on my Google AdWords accounts daily through My Client Center, that it would probably not have happened on my watch!
This is just one of the values of an account manager, identifying strange behavior that could be fraudulent, finding new campaigns or keywords, and catching a spike in activity. If you are not monitoring your Google AdWords account on a regular basis, you really should start. I never thought that this would ever happen to anyone I knew but yet here it is. Fraud happens!
It appears that in three days their account was hijacked and someone installed two campaigns on their account and ran up a bill of over $9,956.00 in clicks. Some of the clicks were over $28 each. I contacted Google for them today as soon as I was told they could not login and got Google working on a click fraud and account hijack issue. I reported to the client to advise his credit card company to put a fraud alert on his account. I can still not get into their AdWords account, but have access to Google Analytics and can see that new campaigns were set up and nearly $10,000 spent in just two or three days.
I have to say as I am on my Google AdWords accounts daily through My Client Center, that it would probably not have happened on my watch!
This is just one of the values of an account manager, identifying strange behavior that could be fraudulent, finding new campaigns or keywords, and catching a spike in activity. If you are not monitoring your Google AdWords account on a regular basis, you really should start. I never thought that this would ever happen to anyone I knew but yet here it is. Fraud happens!
Labels: Google AdWords
¶ 5/07/2008 04:29:00 PM 0 Comments
Tuesday, April 29
The Value of a Good AdWords Account Manager
You can do Google AdWords on your own right? So why would you need an account manager?
Sure, you can do AdWords on your own and even manage your own account and get results, but an effective account manager can help you to get more value from AdWords. Here are a few examples of items an account manager can help you with.
1. Make sure that you have website statistics installed or can help you get Google Analytics installed so you have valid metrics for measurement of success.
2. Make sure that you have conversion tracking implemented for your Google AdWords program and that you have it properly implemented on your website. Again metrics!
3. Perform keyword research to assure that you have the "money" words on your account as well as to make sure that your keyword list is targeted to your services.
4. Set up your account architecture to maximize returns. Grouping ad groups by geographic location, keyword importance to your program, and service theme are all ways that a good account manager will get your account going right.
5. Monitor your cost per click based on the marketplace, evaluating ad position on the query page, positioning your ads based on return on investment so you get exposure but without breaking your budget.
A good account manager will help your account to hit the ground running and to position your program for success. If you are looking for an effective Google AdWords account manager, I invite you to review our account management program for consideration.
Sure, you can do AdWords on your own and even manage your own account and get results, but an effective account manager can help you to get more value from AdWords. Here are a few examples of items an account manager can help you with.
1. Make sure that you have website statistics installed or can help you get Google Analytics installed so you have valid metrics for measurement of success.
2. Make sure that you have conversion tracking implemented for your Google AdWords program and that you have it properly implemented on your website. Again metrics!
3. Perform keyword research to assure that you have the "money" words on your account as well as to make sure that your keyword list is targeted to your services.
4. Set up your account architecture to maximize returns. Grouping ad groups by geographic location, keyword importance to your program, and service theme are all ways that a good account manager will get your account going right.
5. Monitor your cost per click based on the marketplace, evaluating ad position on the query page, positioning your ads based on return on investment so you get exposure but without breaking your budget.
A good account manager will help your account to hit the ground running and to position your program for success. If you are looking for an effective Google AdWords account manager, I invite you to review our account management program for consideration.
Labels: Google AdWords
¶ 4/29/2008 07:07:00 AM 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
Tuesday, April 22
AdWords Maximum Cost Per Click Price Escalation
If you are a regular Google AdWords advertiser, you've seen it - Google AdWords maximum cost per click escalation. If you are not a regular advertiser, prices have gone up for each click on Google AdWords significantly this past year.
Transparency is not one of Google's strong suites especially when it comes to prices on Google AdWords. In fact, there is really no way to know if Google is manipulating cost per click pricing other than to trust them when they say they are not. Google states that advertisers will pay no more than one cent more for a click than the advertiser in the position underneath them as part of their smart pricing program, but can you trust them? Google AdWords has been a huge profit generator for Google. In fact, profits have been in the billions each quarter.
What we have found as an indication of escalating prices is scary at best. We have managed 20 to 30 dentist pay per click account each month for a client over the past two years. Most with monthly budgets of $500 to $1200 each. It used to be that a good starting maximum cost per click for dentists was $6.50. This setting assured the dentist of excellent placement and the average cost per click was actually under $4.50 when billed. Now, for cosmetic dentistry if the maximum cost per click is not set to $9 or higher, you are just not in the game. Even at $9 or so per click some dentists in major metro markets will still see their ads at position 7 to 15 on the page. The actual cost per click that the dentist will pay have zoomed up too.
Not only is Google making more money with zero transparency for the end-user about the real cost per click and what other competitors are paying per click, but market pressure from new competitors has increased.
Everyone wants to be on Google, and some advertisers have a winner take all mentality; whatever it costs, I want to be in the top spot. Well, in Boston if you are a cosmetic dentist get ready to pay over $22 for each click to own the top spot. And even with that due to quality score, the highest you may go is position 2. What is disconcerting is that this is just for a click and not every click will become a new patient. In fact, the conversion rate may be under 1% for clicks for dentists so you've got to have deep pockets to play.
However, the power of Google is attractive for many businesses including dentists, and there are many measures of success when a client is queried and conversions are not always the most important for some. Name exposure, website traffic, newsletter sign ups, office phone calls, requests for brochures and information are just some of the other measures for success.
The bottom-line is, if you want to play on Google AdWords, be prepared to pay!
Transparency is not one of Google's strong suites especially when it comes to prices on Google AdWords. In fact, there is really no way to know if Google is manipulating cost per click pricing other than to trust them when they say they are not. Google states that advertisers will pay no more than one cent more for a click than the advertiser in the position underneath them as part of their smart pricing program, but can you trust them? Google AdWords has been a huge profit generator for Google. In fact, profits have been in the billions each quarter.
What we have found as an indication of escalating prices is scary at best. We have managed 20 to 30 dentist pay per click account each month for a client over the past two years. Most with monthly budgets of $500 to $1200 each. It used to be that a good starting maximum cost per click for dentists was $6.50. This setting assured the dentist of excellent placement and the average cost per click was actually under $4.50 when billed. Now, for cosmetic dentistry if the maximum cost per click is not set to $9 or higher, you are just not in the game. Even at $9 or so per click some dentists in major metro markets will still see their ads at position 7 to 15 on the page. The actual cost per click that the dentist will pay have zoomed up too.
Not only is Google making more money with zero transparency for the end-user about the real cost per click and what other competitors are paying per click, but market pressure from new competitors has increased.
Everyone wants to be on Google, and some advertisers have a winner take all mentality; whatever it costs, I want to be in the top spot. Well, in Boston if you are a cosmetic dentist get ready to pay over $22 for each click to own the top spot. And even with that due to quality score, the highest you may go is position 2. What is disconcerting is that this is just for a click and not every click will become a new patient. In fact, the conversion rate may be under 1% for clicks for dentists so you've got to have deep pockets to play.
However, the power of Google is attractive for many businesses including dentists, and there are many measures of success when a client is queried and conversions are not always the most important for some. Name exposure, website traffic, newsletter sign ups, office phone calls, requests for brochures and information are just some of the other measures for success.
The bottom-line is, if you want to play on Google AdWords, be prepared to pay!
Labels: Google AdWords
¶ 4/22/2008 06:55:00 AM 0 Comments
Friday, April 18
Why the First Four Weeks is Crucial to AdWords Success
Good keyword research and winning ad text is now not enough when it comes to success with Google AdWords. It is now crucially important to not only have great set up, but careful management of your account in the crucial first four weeks.
This is not an issue of add-on selling or building a sale from my viewpoint, but an assurance of success. Why? Typically when an account first starts rolling Google will strongly serve the ads and sometimes at lower than typical figures. In the first two to three days all seems peachy. Then Google figures out where the new advertiser fits in its mix both by CTR, daily budget, and max. CPC. Typically we will see an account suddenly drop in ad position to 7 or 10 or even lower on the page. If you are not watching the account and making incremental adjustments in the cost per click based on market competition, your program is doomed to start to see the impressions drop and ad position continue to stay low and the program stagnate.
After weeks at this level some self-managers will figure that AdWords is not a suitable program for them. What they do not realize is that the first two weeks in an account are typically rocky. With fine-tuning by a proficient account manager around week three things seem to gel and the program really gets rolling.
What we do as account managers, in the first four weeks is crucial to your success. Sometimes adjustments are made in geotargeting, cost per click, ad text, keywords, negative keywords, and match types. In fact we feel so strongly about helping you start off successfully that now we bundle our set up and first four weeks of management together. We don't do just set up as we know that these programs are doomed in the first week without active experienced account management to bring them to a satisfactory level of experience.
This is not an issue of add-on selling or building a sale from my viewpoint, but an assurance of success. Why? Typically when an account first starts rolling Google will strongly serve the ads and sometimes at lower than typical figures. In the first two to three days all seems peachy. Then Google figures out where the new advertiser fits in its mix both by CTR, daily budget, and max. CPC. Typically we will see an account suddenly drop in ad position to 7 or 10 or even lower on the page. If you are not watching the account and making incremental adjustments in the cost per click based on market competition, your program is doomed to start to see the impressions drop and ad position continue to stay low and the program stagnate.
After weeks at this level some self-managers will figure that AdWords is not a suitable program for them. What they do not realize is that the first two weeks in an account are typically rocky. With fine-tuning by a proficient account manager around week three things seem to gel and the program really gets rolling.
What we do as account managers, in the first four weeks is crucial to your success. Sometimes adjustments are made in geotargeting, cost per click, ad text, keywords, negative keywords, and match types. In fact we feel so strongly about helping you start off successfully that now we bundle our set up and first four weeks of management together. We don't do just set up as we know that these programs are doomed in the first week without active experienced account management to bring them to a satisfactory level of experience.
Labels: Google AdWords, Pay Per Click Advertising
¶ 4/18/2008 07:07:00 AM 0 Comments
Thursday, April 10
Is It To Be GoogleY! or Yoogle!
Google is testing running AdWords ads on Yahoo! of all places!
In this limited test; on 3% of Yahoo searches for a three week period, Google will be showing Google AdWords ads on Yahoo. Yahoo will receive a percentage of fees in an effort to fight off the pending hostile takeover from Microsoft.
You need to read my post at Blog-World Watch on this important test that does not bode well for advertising on the Web in generalhttp://blog.mccordweb.com/2008/04/ppc-yahoo-google-test.html.
In this limited test; on 3% of Yahoo searches for a three week period, Google will be showing Google AdWords ads on Yahoo. Yahoo will receive a percentage of fees in an effort to fight off the pending hostile takeover from Microsoft.
You need to read my post at Blog-World Watch on this important test that does not bode well for advertising on the Web in generalhttp://blog.mccordweb.com/2008/04/ppc-yahoo-google-test.html.
Labels: Google, Google AdWords, Yahoo, Yahoo Sponsored Search
¶ 4/10/2008 07:11:00 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
Tuesday, October 23
Google's New Transparency on Quality Score
Finally, Google has decided to offer a little bit of help on the Quality Score in Google AdWords. Search Engine Land has a nice article that you can read and even a screen shot. Just click our post title to read more on that and see the image.
Now when you want more information on the Quality Score click your mouse on the magnifying glass next to the keyword in the Ad Group View. You will see a screen that shows a synopsis, then click the link on the screen on the Quality Score for even more information about your keyword relevance and about your landing page. I consider this increased transparency welcome and needed for effective management of Google AdWords.
Why should you care what your Quality Score is on Google AdWords? The higher your Quality Score, the lower your cost per click will be as Google will consider your ad, keywords, and landing page more relevant to readers. You may even find with a higher Quality Score that your ads will be shown more frequently as typically your click through rate will be higher. Your Quality Score is simply a health score of your program. Google rewards healthy programs with more activity, lower click costs, and potential placement in the top spots above organic listings.
Your Quality Score is all about a tight match between your keyword trigger list, your ad text, and the keywords and density on your landing page. Now with Google's new transparency you can finally clearly target where your problem is so you can take action and improve your performance on Google AdWords.
Now when you want more information on the Quality Score click your mouse on the magnifying glass next to the keyword in the Ad Group View. You will see a screen that shows a synopsis, then click the link on the screen on the Quality Score for even more information about your keyword relevance and about your landing page. I consider this increased transparency welcome and needed for effective management of Google AdWords.
Why should you care what your Quality Score is on Google AdWords? The higher your Quality Score, the lower your cost per click will be as Google will consider your ad, keywords, and landing page more relevant to readers. You may even find with a higher Quality Score that your ads will be shown more frequently as typically your click through rate will be higher. Your Quality Score is simply a health score of your program. Google rewards healthy programs with more activity, lower click costs, and potential placement in the top spots above organic listings.
Your Quality Score is all about a tight match between your keyword trigger list, your ad text, and the keywords and density on your landing page. Now with Google's new transparency you can finally clearly target where your problem is so you can take action and improve your performance on Google AdWords.
Labels: Google AdWords, Quality Score
¶ 10/23/2007 10:19:00 AM 0 Comments
Thursday, September 6
Trying Something New on Ad Landing Pages
Sometimes a customer just simply wants to do a test to see if something will work before they go whole hog. Here is one case study for Pinnacle Executive Center you may find interesting.
This client leases virtual office space in the Bethesda and Rockville areas outside of Washington DC. Now by virtual I mean 100 to 300 square foot mini-offices. But these offices have a special twist, they are deluxe and have reception service, copy center, conference rooms, and even concierge services. That means get your errands and dry cleaning done for you while you are working.
The client did not want to invest in a full blown optimized website and had already purchased a nice online Flash brochure, plus they were testing a Google AdWords program to see if any or all of it would work to drive leases.
What we did was to do a mini site optimization for the Flash page, scroll to the bottom of the landing page linked into my blog post title and you will see what I mean. You can right click to view source and review the meta tags as well. I tried to create some keyword density for them on a Flash site that had no text as he was hoping to get some organic placement as well.
In addition we are using this same page as a Google AdWords landing page, looking for a good quality score based again on a mini-optimization. I'll let you know how it performs over the next several weeks. It should be an interesting test!
This client leases virtual office space in the Bethesda and Rockville areas outside of Washington DC. Now by virtual I mean 100 to 300 square foot mini-offices. But these offices have a special twist, they are deluxe and have reception service, copy center, conference rooms, and even concierge services. That means get your errands and dry cleaning done for you while you are working.
The client did not want to invest in a full blown optimized website and had already purchased a nice online Flash brochure, plus they were testing a Google AdWords program to see if any or all of it would work to drive leases.
What we did was to do a mini site optimization for the Flash page, scroll to the bottom of the landing page linked into my blog post title and you will see what I mean. You can right click to view source and review the meta tags as well. I tried to create some keyword density for them on a Flash site that had no text as he was hoping to get some organic placement as well.
In addition we are using this same page as a Google AdWords landing page, looking for a good quality score based again on a mini-optimization. I'll let you know how it performs over the next several weeks. It should be an interesting test!
Labels: Google AdWords, Search Engine Optimization
¶ 9/06/2007 07:45:00 AM 0 Comments
Wednesday, August 22
Now You'll Pay to Be in the Sacred Yellow Box on Google AdWords
Google has just announced that it has implemented the change in the pricing for top ads in the special colored boxes above the organic listings.
http://adwords.blogspot.com/2007/08/improved-top-ad-placement-formula-now.html
The bottom-line that I see from the change is that it will now cost more to be in the top spot. Previously one got in the top spots based on performance - about 2.5% + in CTR. Now it appears that not only will the CTR and ad quality score be a factor, but what you will sign up to pay by your max CPC setting as well.
It appears to me that Google is posturing itself to charge the full max CPC in the account when an ad appears in the top spot from their comment “Review your account for maximum CPCs that are higher than the maximum amount you're willing to pay.” Google has always said that it can charge the full max CPC in the account and now it appears that they will if an ad appears in the top spot.
Quality score has not been a huge factor for accounts that we manage as we work hard to get and keep a good score, and performance in most cases has not been an issue either, but now we will need to watch carefully that the CPCs set in the accounts do not hit figures that we are not really willing to pay in an effort to get into a certain position on the page.
This aspect will particularly affect an account or ad group where a clients is really wanting to appear in the top first or second position or possibly even the third position. Clearly they will pay more to Google to get there.
http://adwords.blogspot.com/2007/08/improved-top-ad-placement-formula-now.html
The bottom-line that I see from the change is that it will now cost more to be in the top spot. Previously one got in the top spots based on performance - about 2.5% + in CTR. Now it appears that not only will the CTR and ad quality score be a factor, but what you will sign up to pay by your max CPC setting as well.
It appears to me that Google is posturing itself to charge the full max CPC in the account when an ad appears in the top spot from their comment “Review your account for maximum CPCs that are higher than the maximum amount you're willing to pay.” Google has always said that it can charge the full max CPC in the account and now it appears that they will if an ad appears in the top spot.
Quality score has not been a huge factor for accounts that we manage as we work hard to get and keep a good score, and performance in most cases has not been an issue either, but now we will need to watch carefully that the CPCs set in the accounts do not hit figures that we are not really willing to pay in an effort to get into a certain position on the page.
This aspect will particularly affect an account or ad group where a clients is really wanting to appear in the top first or second position or possibly even the third position. Clearly they will pay more to Google to get there.
Labels: Google AdWords
¶ 8/22/2007 07:51:00 PM 0 Comments
Wednesday, May 16
Google AdWords Compared to Yahoo Sponsored Search
You'll want to click our blog post title to download our newly updated Google AdWords Compared to Yahoo! Sponsored Search White Paper.
This 8 page white paper contains detailed case study analysis and recent updates to include the new Yahoo Panama interface and first quarter 2007 client case studies. You will need to share your email address with us to download the paper. This will subscribe you to our monthly e-newsletter, but you can easily unsubscribe if you don't like your first newsletter issue.
Labels: Google AdWords
¶ 5/16/2007 11:53:00 AM 0 Comments
Monday, May 7
AdWords Preferred Cost Bidding Analysis
You've probably seen this new type of bidding in your account by now - preferred cost bidding versus maximum cost per click bidding. But should you use it?
I tried the settings on my own account for a week and this is what I found. I got:
For me preferred cost bidding increased my costs and decreased my performance.
When would I even consider using preferred cost bidding?
If you have a product that you are selling online that is a set price and you want to have a set advertising cost to hard code in for your ROI equation, then I feel preferred cost bidding would be right for you. Would I recommend other advertisers change to preferred cost bidding. You may want to try it like I did, but Google did not make a billion dollars in profit last quarter for nothing. I just don't think that this new option will replace the maximum Cost per Click bidding that is used more frequently. I think that in the long run to have a set average bid will cost you more and not deliver the clicks and impressions that you want when tested over time.
I tried the settings on my own account for a week and this is what I found. I got:
25% less clicks
16% less impressions
8% less click throughs
a 4% higher overall average cost per click
I spent 5% more overall
For me preferred cost bidding increased my costs and decreased my performance.
When would I even consider using preferred cost bidding?
If you have a product that you are selling online that is a set price and you want to have a set advertising cost to hard code in for your ROI equation, then I feel preferred cost bidding would be right for you. Would I recommend other advertisers change to preferred cost bidding. You may want to try it like I did, but Google did not make a billion dollars in profit last quarter for nothing. I just don't think that this new option will replace the maximum Cost per Click bidding that is used more frequently. I think that in the long run to have a set average bid will cost you more and not deliver the clicks and impressions that you want when tested over time.
Labels: Google AdWords
¶ 5/07/2007 07:53:00 AM 0 Comments
Thursday, April 19
AdWords Trademarks
If you use Google AdWords then you have probably run into this problem. A perceived trademark infringement keeps you from completing your ad. Sometimes you can ask for an exception and sometimes you will still not be able to use a term.
I can understand possibly this situation in some cases in the ad text, but having the word Hot or Home Equity being trademarked terms??? Come on! I ran into both just recently setting up an account. In the home equity situation we were promoting reverse mortgages for a client and so that ad text mentioned use your home equity for cash. No matter what I did, Google would not release those words and so they could not be used in ad text. Here is another situation, a store which stocks and sells Under Armour clothing could not use Under Armour in their ads or any possible misspellings of the words.
So far Google's rule is restrained to the use of keywords in the ad text in the US but in other countries, you can not even have those words considered infringing in your keyword list. But really consider the word hot. How can this be trademarked?
If you've run into something ridiculous in the trademark infringement arena, click comments and let me know, maybe we can all get a chuckle for the day over what Google considers a trademarked term.
I can understand possibly this situation in some cases in the ad text, but having the word Hot or Home Equity being trademarked terms??? Come on! I ran into both just recently setting up an account. In the home equity situation we were promoting reverse mortgages for a client and so that ad text mentioned use your home equity for cash. No matter what I did, Google would not release those words and so they could not be used in ad text. Here is another situation, a store which stocks and sells Under Armour clothing could not use Under Armour in their ads or any possible misspellings of the words.
So far Google's rule is restrained to the use of keywords in the ad text in the US but in other countries, you can not even have those words considered infringing in your keyword list. But really consider the word hot. How can this be trademarked?
If you've run into something ridiculous in the trademark infringement arena, click comments and let me know, maybe we can all get a chuckle for the day over what Google considers a trademarked term.
Labels: Google AdWords
¶ 4/19/2007 07:14:00 AM 0 Comments
Tuesday, April 17
Big New Changes For Google AdWords and MSN
Wow this has been a big day for announcements, Google first then MSN.
First Google has announced a new bidding strategy that you can now use instead of max CPC, it is called Preferred Cost per Click. With this new bidding strategy instead of telling Google AdWords what is the maximum you would be willing to pay, now you tell them the average price that you would like to pay or your preferred cost per click. Over the next week or so, this option will be turned on in Google AdWords accounts. I am not sure as to how this will impact performance, but I will certainly be testing it out.
Preferred cost per click bidding will be set at the campaign level so just be aware of that.
Second, Microsoft adCenter has just announced that it is spidering landing pages and assigning a quality score to programs much in the same manner that Google AdWords and Yahoo Sponsored Search Marketing already do. This will help to increase profits for them and improve the ad quality for readers.
So two big changes in the pay for performance arena have happened today!
First Google has announced a new bidding strategy that you can now use instead of max CPC, it is called Preferred Cost per Click. With this new bidding strategy instead of telling Google AdWords what is the maximum you would be willing to pay, now you tell them the average price that you would like to pay or your preferred cost per click. Over the next week or so, this option will be turned on in Google AdWords accounts. I am not sure as to how this will impact performance, but I will certainly be testing it out.
Preferred cost per click bidding will be set at the campaign level so just be aware of that.
Second, Microsoft adCenter has just announced that it is spidering landing pages and assigning a quality score to programs much in the same manner that Google AdWords and Yahoo Sponsored Search Marketing already do. This will help to increase profits for them and improve the ad quality for readers.
So two big changes in the pay for performance arena have happened today!
Labels: Google AdWords
¶ 4/17/2007 04:33:00 PM 0 Comments
Thursday, April 12
Google Pay Per Action Clarified
I have just set up a customer in Google AdWord's new pay per action program. Here is some additional clarification about it.
- You may only target at the country level. So if you are going to advertising, it is US or full country or multiple country only.
- You should select lead only unless you are selling a product on e-commerce. You can not pay for an action such as a mortgage completed as there is no way to track this. You can however track a sale with a price that doesn't change and one that is variable, but it must be trackable through your store with a special conversion tracking script added.
- You can only have pay per action ads appear in the content network. Your ads will never show on Google when it comes to pay per action.
Hope this helps as you consider if you want to try Google AdWords pay per action. Google is taking sign ups but only inviting a limited number of advertisers at this point, but if you want, here is an invitation to sign up and get on the queue.
Labels: Google AdWords
¶ 4/12/2007 07:59:00 PM 0 Comments
Tuesday, February 20
Google AdWords Quality Score
If you don't check your Google AdWords account frequently, here is a good reason to take a look. Google turned on a new feature in the AdWords control panel. Now you can see your quality score, well somewhat. At least you know from Google's viewpoint whether it is GREAT, OK, or POOR. If it is poor, rest assured that it will most likely end up being disabled for search in the next several weeks.
Now is a good time to go in and to review your list, take action to drop keywords, create new break out ad groups that are more targeted, and revise your landing page. Google is aggressively disabling the keywords that it considers poor or assigning them a high CPC to show in search.
If you looked on Friday, you should take a look today as on Friday Google has announced that they had a big glitch and that many words that were not to have been disabled showed as disabled. They have announced that it had nothing to do with the Quality Score that was rolled out Friday, but sure seems like a very funny coincidence. I just about had a cow on Friday when I looked at my accounts, but the picture is much rosier today.
Now is a good time to go in and to review your list, take action to drop keywords, create new break out ad groups that are more targeted, and revise your landing page. Google is aggressively disabling the keywords that it considers poor or assigning them a high CPC to show in search.
If you looked on Friday, you should take a look today as on Friday Google has announced that they had a big glitch and that many words that were not to have been disabled showed as disabled. They have announced that it had nothing to do with the Quality Score that was rolled out Friday, but sure seems like a very funny coincidence. I just about had a cow on Friday when I looked at my accounts, but the picture is much rosier today.
Labels: Google AdWords
¶ 2/20/2007 04:06:00 PM 0 Comments
Thursday, February 15
This is Big News! Finally Know Your Google AdWords Quality Score
Oh, this is so great! I am totally excited! Google AdWords has just released that by week's end they will be adding a quality score rating in Google AdWords accounts by keyword.
The quality score has always been a real factor for Google AdWords accounts and now finally we are going to get some real direction from AdWords on quality score problems. Before we just had to guess what our score was and to try to guess why certain keywords were disabled from search. Now as professional account manager we will at least have some real information from Google on how they see our program. That is great news.
In addition to changes in transparency on the quality score, Google has announced that it is changing the landing page algorithm and is also changing its ratings on "virgin keywords". This is also great news. Watch for all of these changes in the next several weeks and the new quality score indicator by the end of this week.
The quality score has always been a real factor for Google AdWords accounts and now finally we are going to get some real direction from AdWords on quality score problems. Before we just had to guess what our score was and to try to guess why certain keywords were disabled from search. Now as professional account manager we will at least have some real information from Google on how they see our program. That is great news.
In addition to changes in transparency on the quality score, Google has announced that it is changing the landing page algorithm and is also changing its ratings on "virgin keywords". This is also great news. Watch for all of these changes in the next several weeks and the new quality score indicator by the end of this week.
Labels: Google AdWords
¶ 2/15/2007 07:16:00 AM 0 Comments
Tuesday, January 16
Google and Trademark Infringements
Google is clamping down. Now that ad landing pages and websites are spidered as part of the ad approval process and typically within two weeks of a new program launch, site owners are being notified about trademark infringements.
Not only are some site owners being sent cease and desist notices to remove any Google logos, but the associated AdWords programs are being turned off. As an account manager, and even a AdWords user, it is important to understand that Google really means business on this. You can be banned from Google AdWords for eternity - that's right - if you repeatedly do not take action or try to scam Google into thinking that you have.
The best course of action is immediate and prompt action to ameliorate the problem and get back on track with out the trademarked term, even though it may hamper your results. Google is holding all the cards if you take time to read the EULA for Google AdWords.
Not only are some site owners being sent cease and desist notices to remove any Google logos, but the associated AdWords programs are being turned off. As an account manager, and even a AdWords user, it is important to understand that Google really means business on this. You can be banned from Google AdWords for eternity - that's right - if you repeatedly do not take action or try to scam Google into thinking that you have.
The best course of action is immediate and prompt action to ameliorate the problem and get back on track with out the trademarked term, even though it may hamper your results. Google is holding all the cards if you take time to read the EULA for Google AdWords.
Labels: Google AdWords
¶ 1/16/2007 08:50:00 AM 0 Comments
