4 situations where you should run a click path report
Filed under: Paid Search — Tags: Click Path Report — Marion Vallier @ Tuesday, January 24th, 2012All search performance results are calculated on a “last click wins” basis. This means that the last click a user makes always gets the credit for the sales revenue or conversions, regardless of how many other searches are made before this click.
With the click path report, you can see the entire user journey that leads to the conversion on a website.
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Quantity vs quality
Filed under: Adwords, Google, Paid Search, Updates — Tags: keywords, ppc, search term report, sem — Paula Cifuentes @ Tuesday, December 20th, 2011As with many things in life, the field of PPC also has the age-old debate of quality versus quantity. A lot of newcomers to the field have a tendency to include too many keywords within a campaign. People seem to think that the bigger their keyword list is, the more likely it is that they’ll get more conversions. The rational here being that if I get 2 conversions with 100 keywords, I must be able to get 200 conversions from 10,000 keywords, right?! Plus, it’s also really impressive to talk about your campaign with 8 MILLION keywords.
“Damn, he must know what he’s doing, he has so many keywords!” (more…)
On Thanksgiving
Filed under: Adwords, Google, Paid Search, Remarketing, Updates — Tags: aussie thanksgiving, Google, thanksgiving — Liz Koch @ Wednesday, November 23rd, 2011Thanksgiving is probably the best American holiday there is. I’ve never had a bad Thanksgiving.
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Google’s Not So Scary: Why do my ads look like that?!
Filed under: Adwords, Google, Google Not So Scary, Paid Search — Tags: creative messaging, Google, google ads, google adwords, google adwords creative, SEM creative — Liz Koch @ Wednesday, November 9th, 2011Welcome back, friends! Today’s edition of Google’s Not So Scary will go back to creating your Google AdWords campaigns, and specifically, what to do when your ad doesn’t come up how you thought it was going to.
So, you’ve made your brand new Google AdWords ad. You’ve drafted a beautiful headline, your description line 1 is eloquent and sends the perfect message, and your description line 2 just knocks it out of the park. This ad is pure bliss. Customers will come in droves. You set it live. (more…)
Google’s Not So Scary. Part 3: Targeting
Filed under: Adwords, Google, Google Not So Scary, Paid Search — Tags: device targeting, geo-targeting, Google, Google Not So Scary, language targeting, targeting — Liz Koch @ Thursday, October 13th, 2011What do you know, we have our own little Trilogy here on the Outrider blog. Part 3, I’m such a proud momma!
Today’s Google’s Not So Scary focus is targeting. (more…)
Infographic – Evolution of The Mobile Consumer: Australia
Filed under: Google, Infographic, Infographic Fridays, Mobile, Paid Search, Updates — Tags: android, Google, Infographic, Mobile, mobile consumer — Katherine Johnson @ Friday, September 16th, 2011To compliment Google Think:Mobile Event & Research, they released a funky infographic to depict the Evolution of the Australian Mobile consumer.
Google’s Not So Scary. Part 2: Top Quality. Scores.
Filed under: Adwords, Google, Google Not So Scary, Paid Search, Updates — Tags: Google, keyword quality score, quality score — Liz Koch @ Wednesday, September 14th, 2011Hey hey, kids! And welcome back to Google’s Not So Scary. I can tell that you’ve missed me. Let’s get onto the next topic in our fun-filled series. Today we’ll talk about Quality Score, what it is, why it’s important, and what you can do to improve yours. (more…)
6 Tips for online retailers to make the most of seasonality
Filed under: Adwords, Google, Paid Search — Tags: online retailers, search seasonality, seasonality, shopping online — Marion Vallier @ Tuesday, September 6th, 2011All search campaigns are affected by seasonality. It can be linked to the nature of your product (e.g. people are definitely more likely to search and buy a BBQ in summer!) or it can be linked to sales during specific times of the year, such as Christmas, Father’s Day, and Mother’s Day etc.
Here are 6 tips to help you maximise your sales and revenue during these strategic times of the year. (more…)
The Search Onion – How to Start Building a Paid Search Campaign
Filed under: Adwords, Google, Paid Search, Updates — Tags: google adwords, ppc, sem — Megan Edwards @ Wednesday, August 31st, 2011Starting a new campaign build can often be a daunting task with uncertainty about just where to start. To help give you some ideas this blog post will share one of the ways I approach building a new campaign from scratch.
One of my favourite ways to start building a campaign mud map is through the use of the ‘Search Onion’. Not only does it help me illustrate my thoughts, it’s also a great tool for explaining to clients how we go about structuring campaigns and distributing budgets between keyword groups. I find it is most useful in identifying priorities when budgets are particularly stretched.
The ‘Onion’ is not dissimilar to the commonly referenced ‘Search Funnel’. Whilst this is also an excellent way to illustrate keyword importance, I find the ‘Search Onion’ useful in helping clients visualise their search accounts and for initial organisation. It’s also a nice way to illustrate the importance of good structure by dropping in the analogy that if you don’t cut your keywords correctly they can make you cry.
The ‘Search Onion’ works on the premise of 3 primary layers of keyword groupings starting at the core and working out in order of importance.
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