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Search Marketing Strategies on Multi million Dollar Projects Archives Blogroll Gordon Choi PPC Blog Comments RSS Entries RSS Google Insights for Search SEM keyword research tools that I mentioned previously allow you to research new keyword ideas for your Adwords campaigns targeting Google and Google 8217 s Search Network Google Insights for Search is a keyword research tool and also allows you to spot industry trends Google recently improved Insights for Search by allowing you to filter data by News Search Image Search or Product Search as opposed to only Web Search Categories Metros for the United States Google Insights for Search analyzes a portion of Google web searches to compute how many searches have been done for the terms you 8217 ve entered relative to the total number of searches done on Google over time This analysis indicates the likelihood of a random user to search for a particular search term from a certain location at a certain time Keep in mind that Insights designates a certain threshold of traffic for search terms so that those with low volume won 8217 t appear To illustrate how you can use Insights for Search let us look at how Walmart did between November and December in the past couple of years From the graph below you can see how Walmart 8217 s growth in the past several years as well as when exactly the traffic peaks occurred Insights for Search gives you news that were related to Walmart during the period of your choice Insights for Search 8217 s Top Searches and Rising Searches are new keyword ideas and also show you Walmart 8217 s major competitors such as Target Best Buy Kmart Sears and Circuit City Walmart 8217 s mostly searched item on Google is Wii Google users look for toys on Walmart For Black Friday shopping Google users shop on Walmart The numbers on the graph reflect how many searches have been done for a particular term relative to the total number of searches done on Google over time They don 8217 t represent absolute search volume numbers because the data is normalized and presented on a scale from 0 100 each point on the graph is divided by the highest point or 100 The numbers next to the search terms above the graph are summaries or totals Rising searches highlight searches that have experienced significant growth in a given time period with respect to the preceding time period So if you 8217 re comparing data for a search term during 2006 the time period serving as the basis of comparison is 2005 Similarly if you 8217 re comparing searches for that term during May of 2006 the basis of comparison is April of 2006 You can compare up to five search terms or groupings at one time with up to 25 search terms in each grouping use the plus sign to create a grouping Click Add search term to add a search term or a grouping to remove a search term click the x next to it Here 8217 s an example pen pencil paper grouping 1 stapler tape notebook ruler grouping 2 eraser paper clip grouping 3 By looking at data from Regional Interest you can prioritize your focus on your regional geo targeted Adwords campaigns Google Insights for Search also associates Walmart to the categories below Shopping Local Computers 038 Electronics Games Lifestyles Entertainment This tells you the categories and products you should focus on Signing into your Google account allows you to download the data to spreadsheets CSV files and makes numerical values of graphs rising searches and top searches available to you Also only after you download the data to CSV files you will be able to see more than the top 10 searches and rising searches Here are other examples on how you can use Google Insights for Search Related Information SEM Keyword Research Tools Google Search based Keyword Tool Posted on March 30 2009Filed Under Adwords 2 Comments Google Adwords New Interface Beta Expansion Google has made Adwords New Interface available in Beta Expansion Previously this Beta was available to only a few Adwords advertisers but now it has been made available to more US Adwords advertisers and advertisers in other countries such as the UK and Australia The new interface supports several languages other than English Spanish French Japanese and Brazilian Portuguese This new interface allows you to chart trends in two metrics simultaneously You can view and edit keywords placements or ads from all ad groups on a single tab The new interface enables you to make keyword bid changes with few clicks A 8220 Networks 8221 tab has been added to the new interface which allows you to view statistics of your placement ads and to take actions right away This new interface does not change how currently bidding ranking Quality Score and ad serving work The new interface does not have all the features that are currently available in the old interface You can switch between the old and the new interfaces Some AdWords team members and advertisers tell the story behind the new interface in this video below If this new Adwords Interface turns out to be a more handy tool in many ways than Adwords Editor I would expect a few Adwords Advertisers who have been relying heavily on Adwords Editor to spend more time using it For advertisers with hundreds of thousands of keywords to manage it would still be easier to make bulk changes via Adwords Editor If you have not been included in this Beta Expansion sign up via this New Adwords Interface page Related Information Google Adwords Search Ad Auction System Trademark Keywords on Adwords Adwords Separates Statistics for Google and Search Partners Adwords Launches Geographic Performance Report Posted on March 28 2009Filed Under Adwords 1 Comment Microsoft Adcenter New Conversion Counting Options Microsoft Adcenter has improved conversion tracking by allowing you 3 new conversion counting options The new options will allow you to specify how your events should be counted Option 1 One conversion per click Adcenter only counts the first conversion to occur after a click Any subsequent conversions from the same click will be ignored This option can be used to prevent double counting You will most likely see your conversion numbers decrease with this option How It Works A user clicks on an ad and converts on an advertiser 8217 s site event 1 and then converted again by revisiting the same page or navigating to another place where the code is housed event 2 They then searched for the ad again from a search page clicked and converted again event 3 With this scenario the system will only count conversions from events 1 and 3 Event 2 will not be counted with this option because it originated from the same click as the first conversion that was counted from event 1 Option 2 One conversion per unique URL Adcenter counts conversion events based on the URL and the query string that has been assigned to that conversion page Use this option if you can embed unique codes into your URLs and if you want Adcenter to filter based on that unique information This can be a very complicated method to implement How It Works A user clicked on an ad and then converted on the following URLs http www wibsite com thankyou aspx sess DJPWE ewq 038 SRC MSN http www wibsite com thankyou aspx sess NTPRS witr 038 SRC MSN http www anotherwibsite com confirmation aspx trans 12345 http www wibsite com thankyou aspx sess DJPWE ewq 038 SRC MSN This will result in 3 conversions being reported All of the transactions listed above will be counted with the exception of number 4 since it is a duplicate of number 1 Options 3 All conversions Adcenter counts all conversion events This option will include duplications So you can use this option if you have your own method to count refreshes or if you want to record the raw number of counts How It Works A user clicked on an ad and then converted twice and then revisited one of their conversion pages once All three conversion events are reported If you are already using Adcenter 8217 s conversion tracking and want to implement one of the counting options you will have to adjust your Javascript according to this Adcenter blog post However Adcenter 8217 s conversion tracking still does not let you track your revenues It also does not allow you to measure the different types of conversions much like in Google Adwords in which conversion reporting can be broken down into sales count and sales value leads count and leads value and so on Posted on March 23 2009Filed Under Adcenter Leave a Comment Google Adwords Search Ad Auction System Search ads on Google and the Search Network are constantly in auction The position of a keyword targeted ad is based on its Ad Rank Ad Rank CPC Bid x Quality Score CPC Bid is the Maximum Cost per click Max CPC you are willing to pay for a single click when your keyword triggers your ad Quality Score for Google and the search network is a dynamic metric assigned to each of your keywords The Quality Score for Ad Rank on Google and the search network is determined by The historical clickthrough rate CTR of the keyword and the matched ad on Google if the ad is appearing on a search network page its CTR on that search network partner is also considered Your account history which is measured by the CTR of all the ads and keywords in your account The historical CTR of the display URLs in the ad group The relevance of the keyword to the ads in its ad group The relevance of the keyword and the matched ad to the search query Your account 8217 s performance in the geographical region where the ad will be shown Other relevance factors In the example above with 4 different advertisers the Ad Rank of advertiser B 8217 s ad is determined by Ad Rank of B Max CPC of B x Quality Score of B In the example above with 3 ads the Actual CPC of advertiser A 8217 s ad is calculated as Actual CPC of A x Quality Score of A Max CPC of B x Quality Score of B where Actual CPC of A Ad Rank of B Quality Score of A Inside Adwords Blog included this video that explains Adwords ad auction system Relevant keywords and ad copy a high CTR on Google and a high Maximum CPC CPC Bid will improve the ranking of your ad You can even take your ad ranking one step further Once your ad exceeds a certain Quality Score and CPC Bid threshold it is eligible to appear above Google 8217 s organic search results as opposed to on the right hand side At any given time up to a total of 3 ads are eligible for ranking above the organic search results The CPC bid threshold is determined by the matched keyword 8217 s Quality Score the higher Quality Score the lower the CPC threshold This ensures that quality plays an even more important role in determining the ads that show above search results Related Information Google Includes Ad Position in Adwords Quality Score Calculation Quality Score Improvements to Go Live in Coming Days Quality Score Improvements Landing Page Load Time to Affect Adwords Quality Score Posted on March 16 2009Filed Under Adwords Leave a Comment Google Adwords Interest based Advertising Google is to launch Interest based Advertising as a Beta test to limited number of Adwords Advertisers over the next several months Interest based Advertising is user behavioral targeted advertising within the Google Content Network Google has all the web pages that show Adsense ads in the index By placing cookies on web users 8217 browsers Google collects information about their interests when they visit websites that have Adsense ads Google then assigns each user to some categories sub categories of interest Interest based Advertising will affect Adwords Advertisers Adsense Publishers and users browsing the web Interest based Advertising will allow users browsing the web to get more useful and relevant ads and advertisers and publishers to generate higher ROI Web Users Here is a scenario when Google 8217 s Interest based Advertising is in place Mary 8217 s favorite hobby is gardening Mary will see more relevant gardening ads because she visits many gardening websites Here 8217 s how that works When Mary visits websites that display ads provided by Google 8217 s AdSense program Google stores a number in her browser using a 8220 cookie 8221 to remember her visits That number could look like this 114411 Because many of the websites that Mary visits are related to gardening Google puts her number 114411 in the 8220 gardening enthusiast 8221 interest category As a result Google will show more gardening ads to Mary based on her browser as she browses websites that use AdSense How Interest based ads work on YouTube YouTube also uses interest based advertising to show relevant ads on its site If Mary watches many videos about cooking on YouTube she may see more ads related to cooking as she browses YouTube and websites that use AdSense Similarly she may see more gardening ads on YouTube based on sites she previously visited Because YouTube is integrated into the Ads Preferences Manager Mary can edit the interest categories that are relevant to her in one place To learn more about YouTube 8217 s approach see YouTube Advertising and You Interest based ads are browser based You can select the categories subcategories of ads you will receive or opt out of Interest based ads completely at anytime via Ads Preferences Manager Adwords Advertisers With interest based advertising you will be able to reach users based on your past interactions with them such as their visits to your website We 8217 ll also provide interest categories such as 8220 sports enthusiasts 8221 so you can reach the audience of your choice For information regarding to advertisers refer to this Inside Adwords blog post Adsense Publishers With this enhancement they 8217 ll also be able to reach users based on their previous interactions with them such as visits to the advertiser website as well as reach users on the basis of their interests such as 8220 sports enthusiasts 8221 or 8220 travel enthusiasts 8221 To develop interest categories we 8217 ll recognize the types of webpages users visit across the AdSense network For information regarding to publishers refer to this Inside Adsense blog post Conclusion The old way of online advertising is that the ad networks or ad publishers choose what to be targeted to the web users Interest based targeted ads change the way of online advertising Google allows the consumers the options to self target ads To make Interest based ads available to the online advertising industry Google has overcome user privacy issues that has long been struggling by advertisers publishers and Internet companies and regulators Related Information Google Now Lets You Target Ads at Yourself Using Google Ad Planner for Adwords Placement Campaigns Google Adwords Display Ad Builder Adwords Content Targeting Optimization Google Adwords Content Targeting Posted on March 13 2009Filed Under Adwords Leave a Comment Yahoo Dropped Keyword Minimum Bids Yahoo Search Marketing decided to drop Sponsored Search minimum CPC across many keywords The affected keywords happened to be keywords that were previously put on inactive status automatically based YSM 8217 s Quality Index That was how Yahoo penalized low quality ads and keywords The YSM email that was sent out to advertisers insisted the change is to help out YSM advertisers in the recent economic climate Dear Advertiser In this economic climate we understand that you need to stretch your marketing budget as far as possible So we thought you 8217 d want to know about some changes that we hope will help lower your costs and increase your clicks Given that certain business categories have been impacted by the current economic conditions we 8217 ve reviewed minimum bid amounts on a large number of Sponsored Search keywords and reduced the minimum bids on many terms This review process is a part of our ongoing efforts to optimize our search marketplace Some of these changes to minimum bids have already taken place Please log in and review your account as you may find that a number of your keyword bids that used to be below the minimum requirement may now be active if their minimum bids have been lowered These keywords will automatically reactivate and start displaying your ads so make sure that your spending limits allow for additional traffic We appreciate your business and encourage you to continue to invest in Yahoo advertising Sincerely Your Partners at Yahoo Search Marketing This time the reduction of minimum CPCs across many inactive keywords has nothing to do with the quality of ads or keywords aka YSM 8217 s Quality Index Therefore this change does nothing good to improve Yahoo 8217 s ad quality and is moving quite the opposite direction of what Google Adwords has been doing to improve Quality Score of keywords and ads Because of this change you may have many low quality ads and keywords re appearing on Yahoo To control your budgets and the quality of clicks you will be receiving you should immediately review your previously inactivated keywords that have been re activated by Yahoo Previously PPC Hero also received tons of alerts from Yahoo about the roll out of this massive change all at once Related Information Yahoo lowering minimum bids on keywords Yahoo PPC Automatic Account Optimization Yahoo PPC Global Strategies Yahoo Search Marketing Problems Yahoo Panama Removing Fixed Minimum CPC Posted on March 7 2009Filed Under YSM Leave a Comment Google Adwords Expandable Ads Beta Google Adwords launched the expandable ads as a limited beta test to selected Adwords advertisers in the US Expandable ads allow rich media ad units to appear on Google 8217 s Content Network The concept behind is to create more real estate for the ad and allow more interaction from interested ad viewers Expandable ads may include a streaming video or other content designed to engage users through an interactive experience The ad format can expand to double the original size of the ad but will not expand more than double its width or height Ads will expand only after a user clicks and interacts with the ad No mouseovers or rollovers can trigger the ad This prevents ads from accidental expansions The ads automatically expand in the direction where the most space is available on the screen The ad will appear as a layer over the page content when it is expanded The user may close the expanded panel at any time You will only be charged when a user visits your site 8217 s landing page but not when a user simply clicks to expand the ad Related Information Using Google Ad Planner for Adwords Placement Campaigns Google Adwords Display Ad Builder Adwords Content Targeting Optimization Posted on March 5 2009Filed Under Adwords Leave a Comment Yahoo PPC Automatic Account Optimization Yahoo quietly amended the Yahoo Search Marketing program terms and officially launched Automatic Account Optimization to help small to mid sized YSM advertisers OPTIMIZATION In the U S only for those advertisers not bound by an Insertion Order we may help you optimize your account s Accordingly you expressly agree that we may also i create ads ii add and or remove keywords and or iii optimize your account s We will notify you via email of such changes made to your account s and can also include a spreadsheet of such changes upon your written request If you would like any of such changes reversed please reply to such email within 14 days of the change s and we will make commercially reasonable efforts to reverse the change s you specifically identify Notwithstanding the foregoing you remain responsible for all changes made to your account s including all click charges incurred prior to any reversions being made It is your responsibility to monitor your account s and to ensure that your account settings are consistent with your business objectives Note that in the program terms Yahoo can legally make changes to your account without your prior approval For about a month this raised some concerns from about every SEM expert Why did Yahoo make Automatic Account Optimization an opt out option rather than an opt in option I know the changes are reversible but why is Yahoo wasting my time for reviewing changes that I may not even agree How would Yahoo know my business website goals Before creating ads and adding keywords for me what conversion data does Yahoo use How would Yahoo know how to create tracking codes for the new keywords they are adding to my account By helping me to spend more in blind is Yahoo helping me with my business goals or helping themselves to make more money out of me quicker Will Yahoo eventually roll this out to all advertisers who are on Insertion Order terms Will Yahoo eventually roll this out to all YSM accounts that are outside of the United States Then Yahoo defended the Automatic Account Optimization with this response Since June 2008 we have optimized approximately 2 of all active accounts and created approximately 20 000 new ads The acceptance rate of changes we have made is roughly 80 which we believe indicates the changes have been helpful The time needed to make optimization changes to accounts has been reduced from approximately ten days to one day Not everyone wants Yahoo to spend their marketing budget and it is always easier to get help from one of the PPC experts To look after your Yahoo accounts To train you on how to manage and optimize your yahoo campaigns The reasons are simple You understand your business website goals You understand how to track the performance of your keywords You know what products you want to sell and what products make you the most revenue Once you can do it yourself or your account has been taken care by some experts you can trust then you can really focus on the important parts of your business So for YSM advertisers who do not want Yahoo to make any unexpected changes in your new accounts opt out of automatic account optimization immediately Related Information Has Yahoo Search Marketing Lost Their Minds Yahoo Tries to Justify Automatic Account Optimization Yahoo Tries to Defend Account 8220 Optimizations 8221 Yahoo Now Can Change Advertiser Search Marketing Campaigns Why I 8217 ve Never Been More Embarrassed for Yahoo Yahoo is Stealing Your Money Yahoo PPC Global Strategies Yahoo Search Marketing Problems Posted on February 25 2009Filed Under YSM 1 Comment Adwords Display URL Policy for Ad Groups Google updated Adwords display URL policy to allow only one top level domain as display URL within any single ad group For example the following URLs fall under the same top level domain 8220 example com 8221 and would comply with the new policy www example com example com www widgets example com widgets example com www example com widgets redwidgets www example com index html However the following URLs would not comply www example com www example widgets com The above two URLs are considered as two different top level domains as they are essentially example com widgets com If you have always been keeping one website essentially one display URL per Adwords account or per campaign you will not be affected by this change The new display URL policy will be implemented on 24 February This means ads that do not comply with this policy change will be disapproved by this date Related Information Google Adwords Enforcing Display URL Policy Posted on February 23 2009Filed Under Adwords 1 Comment Performance based Search Engine Marketing to Thrive in 2009 Part Two Focusing on performance based search engine marketing in 2009 is the key to succeed in the time of economic downturn Diversify your marketing channels but select the right channels If you have been a big buyer on display ads start reviewing the performance of all your banners and stop spending on those that have been under performing Find fast growing web sites that provide ad spaces that are truly worth spending your advertising budgets Leverage from social media video and viral marketing Complement PPC with SEO and vice versa Leverage from the keyword long tail by using SEM keyword research tools Partially or totally cut spending from the second tier PPC search engines that have been generating poor ROI Use social marketing to boost SEO combine several online marketing channels and blend PPC into your overall marketing strategies Leverage from Google 8217 s Universal Search Be as creative as possible Focus on your website 8217 s users especially the most valuable users A successful PPC campaign is about using the right combination of keywords ads and landing pages Improve usability of your web site SEO is Usability for your users so as PPC Improve PPC copywriting Ensure the marketing message on your PPC landing page is consistent with the marketing message of your PPC ad Optimize your PPC landing pages for higher conversion rates Run A B testing using Google Website Optimizer PPC can be used to identify the patterns and behavior of your most valuable customers The common scenario for most of the websites is that 80 of the sales are driven by 20 of customers Focus on the 8220 higher value 8221 traffic and generate more conversions Identify the keywords that have been driving high conversions and or large profit margins Track your conversions and traffic by using Google Conversion Tracking Google Analytics and other third party analytic systems Increase the CPC bids for those keywords or use Adwords Conversion Optimizer Improve the ad copy for those keywords Optimize the landing pages Shift towards new markets If the sales volume of your target market is shrinking move to target a new market Most companies in the developed western countries believe China is the new market Ensure your marketing team Knows the cultural differences when selling to Chinese Is aware of the language barriers when selling through the China market Understands whether your business will be scalable in the Chinese market Focuses on quality and be customer oriented so try to understand the Chinese consumers before selling your unmodified American customized products to them Figures out the China PPC strategies Related Information PPC 2009 Global PPC Team Structure Inhouse PPC Team SEO Geotargeting Strategies PPC 2008 PPC Specialist PPC Business Models PPC Click Fraud Posted on February 16 2009Filed Under PPC 2 Comments keep looking raquo Categories Adcenter Adwords Adwords Content Network Baidu Blogging China Internet Contextual Advertising Google Link Building MSN PPC Search Engines SEO Social Media Marketing Web 2 0 Yahoo YSM Copyright copy 2006 2008 PPC Blog All Rights Reserved

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