PPC Blog: AdWords

Watch Out for Google Ad Suggestions!

In April 2018, Google started implementing ad suggestions. Basically, these are ads that Google generates and “suggests” that you use.

The ads are developed using machine learning. They pull from prior campaigns for content, including ad headlines, descriptions, extensions and landing pages

Advertisers can review, edit and/or dismiss the ad suggestions. But if they don’t act within 14 days, the ads will be applied to their accounts automatically.

So if you’re not paying attention, you may find that ads you’ve never seen before are now live in your account!

Google ad suggestions

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AdWords Attribution: Give Your Clicks Some Credit!

The new attribution model for AdWords was the talk of the town when it was first announced in 2016. But since then, it hasn’t received as much attention.

Even so, I was surprised recently when a colleague in the pay-per-click industry confessed that he wasn’t aware of it.

I can understand how he missed it. After all, it’s one of those AdWords settings that you can easily overlook if you don’t know it’s there.

Therefore, in this article, I’m going to recap what attribution settings are and reveal what you can expect if you start using the new models.

AdWords Attribution Models

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8 Huge Dangers of Shutting Down Your AdWords Account

Occasionally, clients decide to discontinue the services of their paid search advertising agencies.

Sometimes they intend to let their paid accounts run with minimal oversight or stop their campaigns entirely.

The motivation for this decision can vary.

Sometimes clients are experiencing production issues, and they want to cease advertising temporarily because they’re unable to fulfill the volume of customer orders the ads are generating.

Sometimes the client feels overwhelmed by the number of inquiries — and want to stop advertising until they’ve exhausted all of those leads.

And sometimes, it’s intended as a cost-saving measure. Clients decide to cease PPC activities for several months to “save money.”

Dangers of shutting down your AdWords account

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Using Google Demographic Data to Optimize Your PPC Account

Recently, when Search Engine Journal asked me to predict what will happen in paid search in 2018, I pointed to audience targeting.

Here’s an excerpt:

Next year, I predict that Google will put more resources into audience targeting methods – especially on the Search Network — while, at the same time, advertisers will become increasingly sophisticated users of existing AdWords targeting options….

Advertisers will become more skilled at targeting their preferred audiences by … means such as demographic targeting. Most advertisers are well versed in location and device adjustments, but few of us are as well versed in the demographic targeting that was introduced in 2016.

Later, I was gratified to see I wasn’t the only one predicting a move in this direction.

Google demographic data

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PPC Basics and Beyond

I’m somewhat hesitant to tackle the subject of PPC basics for new AdWords users. Because to do PPC well, you really have to step beyond the basics. But as soon as you do, things can get complicated really fast.

As a compromise, I’m going to discuss both in this article — the basics and what lies beyond.

PPC basics and beyond

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Our PPC Wish List for 2018

As has become our tradition at this time of year, we like to compile a wish list of the things we’d love to see in paid search in the new year.

Do we make this annual wish list because all our wishes come true? Sadly, no. But we haven’t given up hope that things will be different this year. (And we’re secretly hoping that Google someone will see our list and recognize the brilliancy of our ideas.)

So now, without further delay, here’s our wish list for 2018!

PPC wish list 2018

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PPC Functions and Tools We’re Grateful for in 2017

It’s hard to believe, but November is already here—and Thanksgiving is just around the corner! As has become our tradition at this time of year, we’d like to give thanks for some of the PPC functions and tools that make our job much easier—and garners better results for our clients.

PPC functions and tools

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Small AdWords Account Optimizations That Can Add Up

For many of us, summer is almost over (sigh.). You and your marketing team may already be looking ahead to a busy fall PPC season (especially if your business is in B2C).

But summer isn’t done yet. Don’t let the few remaining days and weeks go by without using the time to make a few adjustments to your AdWords account.

In my recent Search Engine Land column, I pointed out three ways to optimize your AdWords account this summer to get better results in the fall and the following year.

In isolation, none of these small changes will rocket your campaign performance forward. But together, they can add up to significant improvements.

AdWords account

Customize Your Ads With the New AdWords IF Function

Back in the days of AdWords standard text ad format, marketing teams and PPC agencies would commonly create mobile-preferred ads as a way of tailoring messaging for mobile users.

With the rollout of expanded text ads, we lost this “mobile preferred” option. With expanded text ads, messaging is the same across all devices. If we want to tailor our ads to mobile users, the best we can do (in expanded text ads) is assign a separate “mobile” landing page for them.

Outside of expanded text ads, we have a few workaround options, such as device-based ad customizers and building mobile-specific ad groups or campaigns.

AdWords IF function

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Why You Should Use AdWords Labels in Your PPC Account

As a PPC agency, we’re accustomed to working with all kinds clients, from small family owned businesses to much, much larger international businesses. The biggest challenge for us, and for any PPC agency, is keeping on top of the very largest of these accounts. Some of them run hundreds of campaigns and, if you don’t know what you’re doing, these accounts can quickly get away from you.

In a recent blog post, I talked about some of the tools and strategies we use to manage these “monster” PPC accounts.

Only after that post went live did I realize I’d left out one of the most effective tools we use for keeping big accounts under control.

And that tool is AdWords labels.

AdWords labels

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Matt Grimm, Ecommerce Director at Red Star Traders

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