Showing posts with label Google Adwords. Show all posts
Showing posts with label Google Adwords. Show all posts

2012-08-13

Top 5 Google Tools SEMer or PPCer Should Know

I wrote an article about the adwords strategy, and in this post, i mentioned some tools to help do something before start your adwords campaign, but i do not share how we use these tools, today i will say something about the top 5 Google tools we should use as a semer or ppcer.

#1 Google Keywords Tool(http://adwords.google.com/o/KeywordTool )
All the marketer must know this tool, it's one of the best tool of google. No matter you are a ppcer or seoer, we all must deal with keywords. This tool helps us to research keywords, let us know the world of google we may never know. Do you have this time, when we find a keyword that give us many traffic, but we never considered before, we search the word into google keywords tool, then we know why, it's really a hot keyword. That's the magic of this tool.

What can we do by this tools?
a) Find the keywords we want
b) Find the negative keywords we do not want
c) Get an Ad group suggestion
d) Check the product marketing

#2 Google Insights for Search (http://www.google.com/insights/search/)
This is another wonderful tool of google. You can do almost everything about marketing via this tool.
a) Find the Trends of some keywords
b) Find the hot keywords about some products
c) Compare the products marketing
b) Analysis your branding strategy
d) Research the marketing of some products
e) ......


#3 Google Global Marketing Finder (http://translate.google.com/globalmarketfinder/ )
I use this tool to research the country marketing of our business. We can get the data about our customers and know where are they, which language do they use. When we want to open up a new market, we should research something by this tools.
a) Find the keywords of different language
b) Get the country marketing data of your business

#4 Keywords Traffic Estimator (http://adwords.google.com/o/TrafficEstimator)
When we get the budget of our campaign and collect some keywords, to make sure we will give these keywords more tomes to display ads, we can use this tool to estimator our cost.

a) To estimator our cost
b) To help us to determine the CPC of our keywords
c) Help us to know how many keywords we should use in our ad group

#5 Google Think Holiday (http://www.thinkwithgoogle.com)
I find this tool in 2010 Christmas, when i want to find some advice of 2010's online marketing, there is hard to get the free data, then i find this google tools. There are some marketing advice about some hot season and holiday, like Thanksgiving, Halloween, Christmas etc.

There are some other tools by google or some other tools by other service, but it is not the best thing that we know many tools, the most important thing is to understand these tools and use these tools right when our business need them.

E-Commerce Adwords Strategy: Before Start Your Campaign

When we get a marketing requirements from other team or our boss( Maybe you are the boss :)), the first thing that we must do is to consider to analysis the feasibility of this requirements, not to go to your adwords account and collect the keywords then create the campaigns. Unless you are just want to be a performer, and actually you are. So if you want to make great progress or you are a thinker, consider to analysis the feasibility first.

# 1. Find the core keywords of the products.

I put this step for the first one, because we are marketers, not the category manager, so we can know every products. And we should use the core KW to analysis the requirement. So we must get the core keywords first. There some ways you can do this: Ask for your products manager, never be a shame to talk with your colleague as a semer. Or you can refer to your competitors, they will be the best teachers.

# 2. Analysis the marketing of this products.

Do this does not mean we do not believe our colleagues, in fact we all play different roles in our work, they maybe find this products, because of there are enough supplies, but it does not mean there are enough demands. We must search the core keywords in Google Keywords tools, and check if the core keywords have enough traffics.

#3. Check the Keywords in Google Global MKT Finder

Google Global MKT Finder can help us to research the marketing of the products, we can know which country have the larger attention. And see if our site can suit for the country demand by checking the language, the currency that be about the user performance. If we do not have the language of the most attention marketing, we may consider to give up this promotion.

These 3 steps is telling us why we should analysis the products marketing before starting a campaign. When we do the 3 step and find, this products is suit to promote, we also can not start right now., we must draw up a plan about the keywords and the campaign structure. You'd better ask yourself for these questions:


#1 How much budget do we will spend

This is the first question you must to make sure. Because, all the PPC campaign can not run without money. And you can know how many keywords you need, except you got the budget. So before you start, make sure you have got a reasonable budget. 
#2 Which is the main products we should to promote
Although we have found  the core keywords, but there may be many types of products, for example smartphone is our core keyword, android smartphone would be one of our main products. Because our budget always limited, we can not promote all our products, we must choose the main one. 
#3 How many Keywords we should collect
When we know the main products, we must choose our keywords. This also because the limited budgets, we can not test all the keywords, that will make the test time more longer.
#4 What are the advantages of our products
This question is for our ad copy, when all the things ready, we also should make sure which is our advantage, then we can display in our ad text, and attract the potential customer to click our ads.

When we answer all these questions, we may start to create our campaigns. But i know there are many other elements we must to consider,and different business many have different elements to be consider, if you have some advise, comment this post.

2012-08-06

Google Analytics matched search queries report to optimize our adwords campaigns

Search query report is an important one when add negative keywords and related keywords to optimize our campaigns. But we can not get the search query report data immediately,there is delay. We only can check the data three days ago in Google Adwords. 

When we publish a new campaign, there may be many negative keywords that we can not think ahead, then the campaign cost too much, we are worried about this campaign and want to know the search queries that customers searched. if we wait for about three days, money waste.

For decrease the money waste, we can use marched search queries in Google Analytics to replace search query report. Although there is delay too, but only about 3 hours, and i am sure you can get some negative keywords in this report daily.

We can find it here: Ga Center->Advertising->Adwords->Matched Search Queries


In this report, there are many other data metrics like visits, bounce rate, visit duration,Pages / Visit etc, and also you can use custom reporting function to customize this report.


I write this post is not mean that Ga matched  search queries report is better than adwords SQR, there are all useful report, we'd better to use both of them to optimize our campaigns. We can use Ga's SQR to find negative quickly to decrease our money waster, and use Adwords SQR to find some better performance keywords.

2012-08-02

What is Google Adwords in intuitive way

When I want to share something about adwords, I am not sure if people are interesting in the topics I write. So I search “google adwords” in google adwords keywords tools, I find that the query “what is google adwords” have about 1,900 search times every month.

I never thought that I will write something about “what is google adwords”, because I thought people who come to my blog all have learned something about adwords. Meanwhile, when i search "what is google adwords" in google there are abour 10,500,00 results.

So i will only share something more intuitive to help friends who are not familiar with Google Adwords to simply learn this google product.

Adwords is an ad system for advisers to promote their business. In fact we often meet the google adwords ads when we search something by google, for example: we search bags in google, the search result page will be:

The two red parts are the ads that promoted by advisers using Google Adwords.This is the ad in google itself. In addition, Google Adwords also can help advisers to promote their business on other sites that joined Google Adsense, another famous google products. When browsing webpages, we might see something like this:




There is "Ads by Google" or "AdChoices" below these ads, these are also belong to Google Adwords.This is my "what is google adwords", you can learn more on Wikipedia:
Google AdWords is Google's main advertising product and main source of revenue. Google's total advertising revenues were USD$28 billion in 2010.[2] AdWords offers pay-per-click, i.e, cost-per-click (CPC) advertising, cost-per-thousand-impressions or cost-per-mile (CPM) advertising, and site-targeted advertising for text, banner, and rich-media ads. The AdWords program includes local, national, and international distribution. Google's text advertisements are short, consisting of one headline consisting of 25 characters and two additional text lines consisting of 35 characters each. Image ads can be one of several different Interactive Advertising Bureau (IAB) standard sizes. ... Learn More
If you want to learn how to use Google Adwords, you can read more about adwords in my blog here:http://huanggui.blogspot.com/search/label/Google Adwords or visit Google Adwords Learning Center:http://support.google.com/adwords/certification/bin/static.py?hl=en&page=examstudy.cs

2012-07-20

The reasons of low CTR of our adwords ads

Some semers, especially the new ones, might find that our ads’ CTR is very low, there are many impressions, but no click or a few clicks. There are many reasons that can cause the low CTR

1. The unattractive Ad Text
The first thing you must to do is to check your ad text. The good ad text might include these elements: the numbers, the action and the keywords you buy.
a) Numbers will make the ads more attractive, for example: 50% Off, 7 Days limited etc.
b) The action will guide the customer to click your ads and do something on your site.
c) If your ads include the keyword it will make the keywords and the ads more match. And google also will highlight the keywords in your ads.

2. The Ads and Search Keywords not perfectly match

We suggest there are not too many keywords in one ad group, because one ad group have 2-3 ads, these ads can not cover all the keywords meaning. And google can not make sure what your main content of your group is.
If your ad group is perfect, then you can consider: do your ads are related to your keywords, and both related to your search queries. We may find that the keywords are match the ads, but the CTR is still low, this might be because of your search query is not match your keywors. For example, your ads is about cell phone and your keywords are also cell phone related, but if your keywords are broad or phrase match type , keywords: include cell phone case, cell phone change, cell phone battle etc maybe appear in your search queries. So make these "maybe" keywords negative will decrease some impressions, and improve your CTR.

3. Your rank is low
Check the rank of your ads, do these ads have low ranks after 5 , if so, you might got the high ctr too. You can increase your keywords bid if possible.

4. Other reasons.
Now it's your turn, write your comments below and share some other reasons with us.