Tag Archive | "AdWords"

Track your ad tests at scale with this advanced AdWords script

Here’s a script to allow you to quickly see a topline summary of all split tests running within your account.



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What SEOs Can Learn from AdWords – Whiteboard Friday

Posted by DiTomaso

Organic and paid search aren’t always at odds; there are times when there’s benefit in knowing how they work together. Taking the time to know the ins and outs of AdWords can improve your rankings and on-site experience. In today’s edition of Whiteboard Friday, our fabulous guest host Dana DiTomaso explains how SEOs can improve their game by taking cues from paid search in this Whiteboard Friday.

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Video Transcription

Hi, my name is Dana DiTomaso. I’m President and Partner at Kick Point, and one of the things that we do at Kick Point is we do both SEO and paid. One of the things that’s really useful is when SEO and paid work together. But what’s even better is when SEOs can learn from paid to make their stuff better.

One of the things that is great about AdWords or Google Ads — whenever you’re watching this, it may be called one thing or the other — is that you can learn a lot from what has a high click-through rate, what performs well in paid, and paid is way faster than waiting for Google to catch up to the awesome title tags you’ve written or the new link building that you’ve done to see how it’s going to perform. So I’m going to talk about four things today that you can learn from AdWords, and really these are easy things to get into in AdWords.

Don’t be intimidated by the interface. You can probably just get in there and look at it yourself, or talk to your AdWords person. I bet they’d be really excited that you know what a callout extension is. So we’re going to start up here.

1. Negative keywords

The first thing is negative keywords. Negative keywords, obviously really important. You don’t want to show up for things that you shouldn’t be showing up for.

Often when we need to take over an AdWords account, there aren’t a lot of negative keywords. But if it’s a well-managed account, there are probably lots of negatives that have been added there over time. What you want to look at is if there’s poor word association. So in your industry, cheap, free, jobs, and then things like reviews and coupons, if these are really popular search phrases, then maybe this is something you need to create content for or you need to think about how your service is presented in your industry.

Then what you can do to change that is to see if there’s something different that you can do to present this kind of information. What are the kinds of things your business doesn’t want? Are you definitely not saying these things in the content of your website? Or is there a way that you can present the opposite opinion to what people might be searching for, for example? So think about that from a content perspective.

2. Title tags and meta descriptions

Then the next thing are title tags and meta descriptions. Title tags and meta descriptions should never be a write it once and forget it kind of thing. If you’re an on-it sort of SEO, you probably go in every once in a while and try to tweak those title tags and meta descriptions. But the problem is that sometimes there are just some that aren’t performing. So go into Google Search Console, find the title tags that have low click-through rate and high rankings, and then think about what you can do to test out new ones.

Then run an AdWords campaign and test out those title tags in the title of the ad. Test out new ad copy — that would be your meta descriptions — and see what actually brings a higher click-through rate. Then whichever one does, ta-da, that’s your new title tags and your meta descriptions. Then add those in and then watch your click-through rate increase or decrease.

Make sure to watch those rankings, because obviously title tag changes can have an impact on your rankings. But if it’s something that’s keyword rich, that’s great. I personally like playing with meta descriptions, because I feel like meta descriptions have a bigger impact on that click-through rate than title tags do, and it’s something really important to think about how are we making this unique so people want to click on us. The very best meta description I’ve ever seen in my life was for an SEO company, and they were ranking number one.

They were obviously very confident in this ranking, because it said, “The people above me paid. The people below me aren’t as good as me. Hire me for your SEO.” I’m like, “That’s a good meta description.” So what can you do to bring in especially that brand voice and your personality into those titles, into those meta descriptions and test it out with ads first and see what’s going to resonate with your audience. Don’t just think about click-through rate for these ads.

Make sure that you’re thinking about conversion rate. If you have a really long sales cycle, make sure those leads that you’re getting are good, because what you don’t want to have happen is have an ad that people click on like crazy, they convert like crazy, and then the customers are just a total trash fire. You really want to make sure you’re driving valuable business through this kind of testing. So this might be a bit more of a longer-term piece for you.

3. Word combinations

The third thing you can look at are word combinations.

So if you’re not super familiar with AdWords, you may not be familiar with the idea of broad match modifier. So in AdWords we have broad phrases that you can search for, recipes, for example, and then anything related to the word “recipe” will show up. But you could put in a phrase in quotes. You could say “chili recipes.” Then if they say, “I would like a chili recipe,” it would come up.

If it says “chili crockpot recipes,” it would not come up. Now if you had + chili + recipes, then anything with the phrase “chili recipes” would come up, which can be really useful. If you have a lot of different keyword combinations and you don’t have time for that, you can use broad match modifier to capture a lot of them. But then you have to have a good negative keyword list, speaking as an AdWords person for a second.

Now one of the things that can really come out of broad match modifier are a lot of great, new content ideas. If you look at the keywords that people had impressions from or clicks from as a result of these broad match modifier keywords, you can find the strangest phrasing that people come up with. There are lots of crazy things that people type into Google. We all know this, especially if it’s voice search and it’s obviously voice search.

One of the fun things to do is look and see if anybody has “okay Google” and then the search phrase, because they said “okay Google” twice and then Google searched “okay Google” plus the phrase. That’s always fun to pick up. But you can also pick up lots of different content ideas, and this can help you modify poorly performing content for example. Maybe you’re just not saying the thing in the way in which your audience is saying it.

AdWords gives you totally accurate data on what your customers are thinking and feeling and saying and searching. So why not use that kind of data? So definitely check out broad match modifier stuff and see what you can do to make that better.

4. Extensions

Then the fourth thing is extensions. So extensions are those little snippets that can show up under an ad.

You should always have all of the extensions loaded in, and then maybe Google picks some, maybe they won’t, but at least they’re there as an option. Now one thing that’s great are callout extensions. Those are the little site links that are like free trial, and people click on those, or find out more information or menu or whatever it might be. Now testing language in those callout extensions can help you with your call-to-action buttons.

Especially if you’re thinking about things like people want to download a white paper, well, what’s the best way to phrase that? What do you want to say for things like a submit button for your newsletter or for a contact form? Those little, tiny pieces, that are called micro-copy, what can you do by taking your highest performing callout extensions and then using those as your call-to-action copy on your website?

This is really going to improve your lead click-through rate. You’re going to improve the way people feel about you, and you’re going to have that really nice consistency between the language that you see in your advertising and the language that you have on your website, because one thing you really want to avoid as an SEO is to get into that silo where this is SEO and this is AdWords and the two of you aren’t talking to each other at all and the copy just feels completely disjointed between the paid side and the organic side.

It should all be working together. So by taking the time to understand AdWords a little bit, getting to know it, getting to know what you can do with it, and then using some of that information in your SEO work, you can improve your on-site experience as well as rankings, and your paid person is probably going to appreciate that you talked to them for a little bit.

Thanks.

Video transcription by Speechpad.com

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Google is retiring the AdWords & DoubleClick brands in a major rebranding aimed at simplification

Welcome to Google Ads, Google Marketing Platform, and Google Ad Manager.



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Google begins enforcing certification process for event ticket resellers on AdWords

Ticket resellers are now included among the list of restricted advertisers on AdWords and must be certified by Google before they can advertise.

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Why Google AdWords’ Keyword Volume Numbers Are Wildly Unreliable – Whiteboard Friday

Posted by randfish

Many of us rely on the search volume numbers Google AdWords provides, but those numbers ought to be consumed with a hearty helping of skepticism. Broad and unusable volume ranges, misalignment with other Google tools, and conflating similar yet intrinsically distinct keywords — these are just a few of the serious issues that make relying on AdWords search volume data alone so dangerous. In this edition of Whiteboard Friday, we discuss those issues in depth and offer a few alternatives for more accurate volume data.

why it's insane to rely on Google adwords' keyword volume numbers

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Video Transcription

Howdy, Moz fans. Welcome to another edition of Whiteboard Friday. This week we’re going to chat about Google AdWords’ keyword data and why it is absolutely insane as an SEO or as a content marketer or a content creator to rely on this.

Look, as a paid search person, you don’t have a whole lot of choice, right? Google and Facebook combine to form the duopoly of advertising on the internet. But as an organic marketer, as a content marketer or as someone doing SEO, you need to do something fundamentally different than what paid search folks are doing. Paid search folks are basically trying to figure out when will Google show my ad for a keyword that might create the right kind of demand that will drive visitors to my site who will then convert?

But as an SEO, you’re often driving traffic so that you can do all sorts of other things. The same with content marketers. You’re driving traffic for multitudes of reasons that aren’t directly or necessarily directly connected to a conversion, at least certainly not right in that visit. So there are lots reasons why you might want to target different types of keywords and why AdWords data will steer you wrong.

1. AdWords’ “range” is so broad, it’s nearly useless

First up, AdWords shows you this volume range, and they show you this competition score. Many SEOs I know, even really smart folks just I think haven’t processed that AdWords could be misleading them in this facet.

So let’s talk about what happened here. I searched for types of lighting and lighting design, and Google AdWords came back with some suggestions. This is in the keyword planner section of the tool. So “types of lighting,” “lighting design”, and “lighting consultant,” we’ll stick with those three keywords for a little bit.

I can see here that, all right, average monthly searches, well, these volume ranges are really unhelpful. 10k to 100k, that’s just way too giant. Even 1k to 10k, way too big of a range. And competition, low, low, low. So this is only true for the quantity of advertisers. That’s really the only thing that you’re seeing here. If there are many, many people bidding on these keywords in AdWords, these will be high.

But as an example, for “types of light,” there’s virtually no one bidding, but for “lighting consultant,” there are quite a few people bidding. So I don’t understand why these are both low competition. There’s not enough granularity here, or Google is just not showing me accurate data. It’s very confusing.

By the way, “types of light,” though it has no PPC ads right now in Google’s results, this is incredibly difficult to rank for in the SEO results. I think I looked at the keyword difficulty score. It’s in the 60s, maybe even low 70s, because there’s a bunch of powerful sites. There’s a featured snippet up top. The domains that are ranking are doing really well. So it’s going to be very hard to rank for this, and yet competition low, it’s just not telling you the right thing. That’s not telling you the right story, and so you’re getting misled on both competition and monthly searches.

2. AdWords doesn’t line up to reality, or even Google Trends!

Worse, number two, AdWords doesn’t line up to reality with itself. I’ll show you what I mean.

So let’s go over to Google Trends. Great tool, by the way. I’m going to talk about that in a second. But I plugged in “lighting design,” “lighting consultant,” and “types of lighting.” I get the nice chart that shows me seasonality. But over on the left, it also shows average keyword volume compared to each other — 86 for “lighting design,” 2 for “lighting consultant,” and 12 for “types of lighting.” Now, you tell me how it is that this can be 43 times as big as this one and this can be 6 times as big as that one, and yet these are all correct.

The math only works in some very, very tiny amounts of circumstances, like, okay, maybe if this is 1,000 and this is 12,000, which technically puts it in the 10k, and this is 86,000 — well, no wait, that doesn’t quite work — 43,000, okay, now we made it work. But you change this to 2,000 or 3,000, the numbers don’t add up. Worse, it gets worse, of course it does. When AdWords gets more specific with the performance data, things just get so crazy weird that nothing lines up.

So what I did is I created ad groups, because in AdWords in order to get more granular monthly search data, you have to actually create ad groups and then go review those. This is in the review section of my ad group creation. I created ad groups with only a single keyword so that I could get the most accurate volume data I could, and then I maximized out my bid until I wasn’t getting any more impressions by bidding any higher.

Well, whether that truly accounts for all searches or not, hard to say. But here’s the impression count — 2,500 a day, 330 a day, 4 a day. So 4 a day times 30, gosh, that sounds like 120 to me. That doesn’t sound like it’s in the 1,000 to 10,000 range. I don’t think this could possibly be right. It just doesn’t make any sense.

What’s happening? Oh, actually, this is “types of lighting.” Google clearly knows that there are way more searches for this. There’s a ton more searches for this. Why is the impression so low? The impressions are so low because Google will rarely ever show an ad for that keyword, which is why when we were talking, above here, about competition, I didn’t see an ad for that keyword. So again, extremely misleading.

If you’re taking data from AdWords and you’re trying to apply it to your SEO campaigns, your organic campaigns, your content marketing campaigns, you are being misled and led astray. If you see numbers like this that are coming straight from AdWords, “Oh, we looked at the AdWords impression,” know that these can be dead f’ing wrong, totally misleading, and throw your campaigns off.

You might choose not to invest in content around types of lighting, when in fact that could be an incredibly wonderful lead source. It could be the exact right keyword for you. It is getting way more search volume. We can see it right here. We can see it in Google Trends, which is showing us some real data, and we can back that up with our own clickstream data that we get here at Moz.

3. AdWords conflates and combines keywords that don’t share search intent or volume

Number three, another problem, Google conflates keywords. So when I do searches and I start adding keywords to a list, unless I’m very careful and I type them in manually and I’m only using the exact ones, Google will take all three of these, “types of lights,” “types of light” (singular light), and “types of lighting” and conflate them all, which is insane. It is maddening.

Why is it maddening? Because “types of light,” in my opinion, is a physics-related search. You can see many of the results, they’ll be from Energy.gov or whatever, and they’ll show you the different types of wavelengths and light ranges on the visible spectrum. “Types of lights” will show you what? It will show you types of lights that you could put in your home or office. “Types of lighting” will show you lighting design stuff, the things that a lighting consultant might be interested in. So three different, very different, types of results with three different search intents all conflated in AdWords, killing me.

4. AdWords will hide relevant keyword suggestions if they don’t believe there’s a strong commercial intent

Number four, not only this, a lot of times when you do searches inside AdWords, they will hide the suggestions that you want the most. So when I performed my searches for “lighting design,” Google never showed me — I couldn’t find it anywhere in the search results, even with the export of a thousand keywords — “types of lights” or “types of lighting.”

Why? I think it’s the same reason down here, because Google doesn’t believe that those are commercial intent search queries. Well, AdWords doesn’t believe they’re commercial intent search queries. So they don’t want to show them to AdWords customers because then they might bid on them, and Google will (a) rarely show those, and (b) they’ll get a poor return on that spend. What happens to advertisers? They don’t blame themselves for choosing faulty keywords. They blame Google for giving them bad traffic, and so Google knocks these out.

So if you are doing SEO or you’re doing content marketing and you’re trying to find these targets, AdWords is a terrible suggestion engine as well. As a result, my advice is going to be rely on different tools.

Instead:

There are a few that I’ve got here. I’m obviously a big fan of Moz’s Keyword Explorer, having been one of the designers of that product. Ahrefs came out with a near clone product that’s actually very, very good. SEMrush is also a quality product. I like their suggestions a little bit more, although they do use AdWords keyword data. So the volume data might be misleading again there. I’d be cautious about using that.

Google Trends, I actually really like Google Trends. I’m not sure why Google is choosing to give out such accurate data here, but from what we’ve seen, it looks really comparatively good. Challenge being if you do these searches in Google Trends, make sure you select the right type, the search term, not the list or the topic. Topics and lists inside Google Trends will aggregate, just like this will, a bunch of different keywords into one thing.

Then if you want to get truly, truly accurate, you can go ahead and run a sample AdWords campaign, the challenge with that being if Google chooses not to show your ad, you won’t know how many impressions you potentially missed out on, and that can be frustrating too.

So AdWords today, using PPC as an SEO tool, a content marketing tool is a little bit of a black box. I would really recommend against it. As long as you know what you’re doing and you want to find some inspiration there, fine. But otherwise, I’d rely on some of these other tools. Some of them are free, some of them are paid. All of them are better than AdWords.

All right, everyone. Look forward to your comments and we’ll see you again next week for another edition of Whiteboard Friday. Take care.

Video transcription by Speechpad.com

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SearchCap: Google AdWords app, SEO success & managing redesigns

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