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AdWords and Bing Secrets Every PPC Marketer Should Know
Join Chris and Matt for a great Thanksgiving discussion on "6 AdWords & Bing Ads Secrets Every PPC Marketer Should Know" by Lisa Raehsler at Search Engine Journal. This article features awesome content from Purna Virji, Samantha Noble, Brad Geddes, Frederick Vallaeys, and David Szetela.
The first one is by Lisa Raehsler, and she says, “Countdown Timer.” So, you’ve all heard of countdown timers if you’re in marketing - and if you’re watching this, you probably are - you know that you probably should be using a countdown timer. Countdown timers work really well. They create scarcity. They push people to action.
Number 2: written and contributed by Purna Virji, “In-market audiences.” So when you talk about in-market audiences, it’s like predefined audiences that you can just take advantage of, and so we highly recommend remarketing, we actually use it in some of our sales processes.
So you have to look at what other things do you want to target. And depending on what they’re selling, in-market audiences are great ‘cause those are people ready to buy. They’ve got their wallets open, or they’ve bought previously.
Number 3 is-- this one’s by Samantha Noble, Similar audiences using customer’s CRM data.” Alright, so that CRM is Client or Customer Relationship Management. So she says, “This feature narrows down the targeting to only show ads that have those similar traits. So demographics, and physiographic to actual customers.”
“On average Google is able to match just over 50% of a database that gets uploaded.” That means basically, Google owns 50% of almost any market, because they’re matching it to a Gmail address, or a work email address that’s under Google.
So number 4, this one is by Brad Geddes, and his tip is, “Manage your keyword conflicts properly.” “Keyword conflicts occur when negative keywords stop your carefully chosen keywords from displaying ads.” Make sure your negatives don’t conflict what you’re trying to go after, but also you do want to be negativing them out if you’re targeting different cities that overlap. So you’re not paying double and bidding yourself up.
Number 5, this one is by Frederick Vallaeys, “AdWords scripts for repetitive tasks.” He says somebody mentioned it to him, he figured it out in an afternoon. And then all of a sudden he could automate half of his work without buying a server or installing new software on his computer. So he was actually able to do that directly from the AdWords Scripts.
Finally number 6, and this is from David Szetela, “Negative keywords in Google Display Network.” "Negative keywords and negative placements should almost never be used in audience-targeting GDN campaigns. The audience targeting methods include: Remarketing, Similar Audiences, Customer Match, In-market, Affinity Audiences,” and then, “Custom Affinity Audiences.” Remember when using audience targeting, you’re showing ads to a group of people regardless of the network that they’re visiting. So you say you should never or almost never use a negative keyword.
Catch up on the latest episodes of the SEOPodcast with your hosts, Chris Burres and Matt Bertram! It’s “effortless SEO education” and the “best SEO podcast in the universe!” Check out the podcast audio, memes, transcript, and more: www.ewebresults.com/seo-podcast-archive.
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