PPC

How to Grant Admin Level Access to Google Analytics & Adwords

Analytics PPC

Grant Admin Access to Google Analytics

  1. Sign In to your Google Analytics account
  2. Hover over to the top Navigation and Select ADMIN Admin Section of Google Analytics
  3. Under ACCOUNT, select USER MANAGEMENTUser Management Access - Google Analytics
  4. Under ADD PERMISSIONS, enter the email address you want to grant access to
  5. Select all checkboxes(manage users, edit, collaborate, and read & analyze) for granting admin access Granting Admin Access on Google Analytics
  6. Click on ADD and you’re done!

Grant Admin Access to Google Adwords

  1. Sign in yo Adwords account
  2. Click the gear icon on the top right of your screen and select ACCOUNT SETTINGS Account Settings - Google Adwords
  3. Select ACCOUNT ACCESS from the left navigation Account Access - Google Adwords
  4. Click INVITE OTHER USERS
  5. Enter the email address of the person you want to share account with.
  6. Enter Nickname for your new user.
  7. From the CHOOSE AN ACCESS LEVEL drop down menu, select the ADMINISTRATION ACCESSAdministration Level Access - Google Adwords
  8. Click SEND INVITATION.
  9. Find the account of the person you invited in the PENDING INVITATION section, then click GRANT ACCESS.

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Is Google Psychic? How Remarketing Works

Digital Marketing PPC

What is Remarketing?

Many of you may have noticed some ads on the web that seem to know what you’re interested in with an eerie degree of accuracy. Those ads may even display a specific product that you had been researching earlier that day, or even weeks ago.

Google and other online platforms aren’t quite psychic (yet), but they do feature an advertising tactic that makes it seem that way. Remarketing is a strategy that has become extremely popular among advertisers over the past couple of years.

 

How To Set AdWords Remarketing Up

There are many different remarketing platforms out there. In this example, I will discuss how to set up a Remarketing campaigns in AdWords. Later on, I will mention some other Remarketing platforms that are popular.

To set things up in Google AdWords, you’ll want to log into your AdWords campaigns and click on the “Shared Library” link on the left navigation bar. From there, under “Audiences” click the “View” link.

Click the red “REMARKETING LIST” and Google will walk you through how to set up a remarketing list. This involves adding code to certain or all pages on your website. Alternatively, if you have Google Analytics installed, you can tell Google which pages on your site should add visitors to a list.

Then, to actually create the campaign, create a new “Display Network Only” Campaign within in the main AdWords screen. To set up the proper targeting, click on the “Display Network” tab, then the red “+TARGETING” button, and select the lists you’d like to target.

 

 

Setting Up AdWords Remarketing List

Setting Up AdWords Remarketing List

Why do Remarketing?

Remarketing is a great tactic to add to your overall online marketing strategy. It usually isn’t robust enough replace typically high-volume channels like Paid Search.

However, Remarketing often has a good ROI because of the very specific targeting that it employs. Anyone who has run typical banner ad display campaigns can attest to the low CTR and ROI that those usually have.

 

Remarketing Campaign Management Best Practices 

The more specific you can make your lists, the better. At first, Google recommends you add a site-wide Remarketing list. That’s fine, but you can target users at a much more effective level by setting up different lists. For example, you may want to use more specific messaging in ad to someone who added an item to their cart as compared to someone who visited and left within 30 seconds.

Try out both image and text ads. Typically image ads are more engaging, but there is also a lot inventory on the web for text-only ads. They may not look as pretty, but can have a good ROI if you can get cheap clicks.

If you’re an e-commerce company, try showing the specific product in your ad that a potential customer was checking out on your site. You can even offer a limited-time discount on that product to drive engagement.

 

Other Non-AdWords Options

Though I walked through Google AdWords in depth, here are some other popular remarketing companies that you may want to check out. AdRoll has long has an integration with Facebook to enable remarketing.

AdRoll

LinkedIn

Criteo

Retargeter

Perfect Audiece

Rocketfuel

Responsys

 

One Final Note

You may have seen both of the phrases “Remarketing” and “Retargeting” and wondered what the difference is. The two are interchangeable and mean the same thing. Clearly it’s just a conspiracy to confuse us all.

Good luck with your remarketing campaigns!

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Understanding Quality Score

PPC

Google AdWords supplies its users with an abundance of data. Sorting through that noise is a formidable task worthy of its own blog post. However, one figure stands out above the rest on many levels: Quality Score.   This post will walk you through what it is exactly (although, you’ll discover it is a bit nebulous), and what steps you can take to improve it.

 

What Is Quality Score?

Quality Score is an integral numeric value from 1-10 that Google assigns to each and every keyword in your AdWords account. According to Google, Quality Score (QS) “is an estimate of the quality of your ads and landing pages triggered by that keyword. Having a high-Quality Score means that our systems think your ad and landing page are relevant and useful to someone looking at your ad.”

You can view your keyword’s QS’s in AdWords by visiting the “Keywords” tab on the main page in AdWords. It’s not a value shown by default, so you will likely have to go to “Columns” -> “Customize Columns” -> “Attributes” and add QS to the list of displayed columns to view the scores.

 

Why Is Quality Score Important?

QS is arguably the most important aspect of the keywords in your campaign. Google will move a keyword with a higher quality scores father up the page and charge less per click than the equivalent keyword with a lower QS. As such, improving your QSs is a surefire method to boost the performance of your campaigns by increasing traffic and lowering cost per click (CPC).

 

How Is Quality Score Determined?

QS is unique in that every piece of data within AdWords is either a transparent statistic or a calculation, except for QS. Its opacity can make it frustrating for AdWords account managers attempting to improve it.

While its calculation is a black box, QS has a handful of components identified by Google that contribute to its value:

  • Your ad’s expected CTR: This is based in part on your ad’s historical clicks and impressions (excluding factors such as ad position, extensions, and other formats that may have affected the visibility of an ad that someone previously clicked)
  • Your display URL’s past CTR: The historical clicks and impressions your display URL has received
  • The quality of your landing page: How relevant, transparent, and easy-to-navigate your page is
  • Your ad/search relevance: How relevant your ad text is to what a person searches for
  • Geographic performance: How successful your account has been in the regions you’re targeting
  • Your targeted devices: How well your ads have been performing on different types of devices, like desktops/laptops, mobile devices, and tablets
Google_Quality_Score

What goes into Quality Score?

 

How To Improve Your Quality Scores

While the above information from Google is a useful, it doesn’t tell you what to do to actually improve your QSs. Here’s what you can do to improve QSs:

  • Incorporating keywords into ad copy
  • Utilizing keywords insertion in ad headlines and description lines
  • Adding relevant copy to your landing pages
  • Rigorous ad A/B testing to improve click through rates (CTR)

 

Conclusion

With the above strategies, you can improve the QSs in your AdWords account and take your campaign performance to the next level.

One last tip I recommend is to take a snapshot of your current quality scores downloading them from AdWords. Then, after employing the techniques in the previous section, download them again after a few weeks and see how they have changed

Best of luck boosting your Quality Scores!

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Be Positive You’re Negative (Matched)!

PPC

We’ve all heard how important keywords are in the Google AdWords ecosystem.  And they obviously are.  But, there is a flip side to keywords that often gets overlooked, and it can give a huge boost to your campaigns’ efficiency.

 

What are Negative Keywords?

Negative keywords are utilized to prevent your ads from showing up for searches that you don’t want them to be triggered for.  They are particularly important if you’re using broad match keywords.

For example, if you are a carpet cleaning company, you may have “carpet cleaning” as broad match keyword.  But, if someone if looking for a job as a carpet cleaning and searches for “carpet cleaning jobs” you ad may show up.  By adding “job” as a negative keyword, you can prevent your ad from showing up for that search that is very unlikely to lead to a sale.

In addition, like regular keywords, there are three match types: broad, phrase, and exact.  A very common approach is to use mostly negative phrase match terms supplemented with some negative exact negative match terms.

 

Mining for Negative Match Keywords

A very effective way to find negative keywords is to look through the search terms report.  This shows you the actual user search queries that matched to your keywords and triggered your ad.  To view this report, go to the Keywords tab, click the Details button, and then select “All” under “Search Terms.” (see image below)

Finding Negative Keywords

This is where you can find negative keywords in AdWords

Increase Click Through Rate

One of the main benefits to utilizing negative keywords is that it will likely increase your click through rate.  Since your ad is going to show up less often for searches that are less relevant, your impressions will drop without doing much to lower your click numbers.

 

Improve Quality Score

As your click through rates improve, you will see an improvement to your quality scores.  This will drop the cost you have to pay per click and move you further up on the page.  With those factors in play, you’ll see more traffic at a much more efficient level of spend.

 

Reduce Unnecessary Spend

Combining the better quality scores with halting unrelated keywords from appearing, you will see your spend numbers drop.  And, if the negative keywords are deployed properly, there shouldn’t be a drop in revenue to go along with the lower cost.  This leads to a huge boost for your return on investment!

 

Conclusion

Overall, there are many compelling reasons to use negative keywords.  In addition to increasing your quality scores and click through rates, you should be an improvement to your bottom line.

For more information direct from Google AdWords, please visit this post.

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Utilizing Dimensional Reporting in AdWords

IMA Life PPC

Overview

It can be easy to become overwhelmed with all of the reporting in digital marketing these days.  There is such a plethora of information available that it can be difficult to identify what is useful for decision-making and what is not. In this post, we are going to cover Google AdWords Dimensional Reporting.  The reports you can find in there are very effective tools for understanding and improving your PPC campaigns. I will cover two of the reports that are particularly helpful.

Time of Day/Day of Week

Under the “Time” section of the Dimensional reporting you can find very valuable information about how your campaigns perform during different hours of the day and days of the week. In addition to seeing how many clicks you get during these times, you can also look at Average Cost Per Click (CPC), Average Position, and conversion statistics.

The conversion statistics are extremely valuable for optimizing your campaigns.  For example, many businesses experience fluctuations in activity depending on the day of the week, and AdWords provides an effective to way to see and act on that information.  The screenshot below shows that this business (like many others) experiences more activity during the weekdays.  Furthermore, an actionable item we can also see is that Mondays have a very low-Cost Per Converted Click value.  This data point tells us that we can adjust our bids higher on Mondays to capture more conversions at more efficient level.

Day of Week Report

Day of Week Report

 

Additionally, the Average Position and CPC values give good insight into how your competitors are bidding during the day. The report below shows that Average CPCs and Average Position values are relatively high from 6am to noon.  These numbers likely mean that competitors are bidding higher during those times of the day.  If those hours are crucial for your business, you can consider raising your bids during those times to be more competitive.  Or, you could take the opposite approach and raise bids during the other hours to take advantage of cheaper CPCs.

Day of Week Report

Day of Week Report

Geographical

The Geographical report in AdWords can help you capitalize on certain geographic areas that perform well for your campaigns. In the report below, you can see that New York not only drives the most conversions of any metro area, but it also does so at a very efficient Cost Per Conversion. A great approach here would be to add the New York area to your geographical targeting and raise its bid adjustment to drive more traffic there.  At the same time, Chicago has a very high-Cost Per Conversion. So I would recommend doing the same, but lowering the bid adjustment for Chicago.

Geo Report

Geo Report

AdWords offers many different levels of geographical granularity, ranging from Country to State to Metro to City to Zip Code.  It’s best to get as granular as you can, while making sure you still have enough data to make effective decisions.

Recap

We’ve covered the Time and Geographical aspects of AdWords’ dimensional reporting and how they can help you improve your campaigns.  There are a variety of other aspects that AdWords has reporting for.  I highly recommend that you explore those to see what can be of use.  Additionally, here’s a good resource for exploring all of Google’s dimensional reporting.

 

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