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Category Archives: Google
Today’s post is by Director of Search Sana Ansari. Enhanced Campaigns are officially upon us on July 22; we’ve moaned and bellyached about the impending lack of control, namely because of the new device configurations. But until Google responds to our caterwauling by oh, say, SPLITTING TABLETS AND COMPUTERS, we’d better be ready to make do with what we’ve got. In that spirit, here are a couple of workarounds and a few best practices we recommend for making the most of the situation. First, split up your mobile and … Continue reading
Today’s post is by Joey Muller of CPC Search. Earlier this year, Google introduced enhanced campaigns as a simpler way to manage AdWords. With enhanced campaigns, all devices roll up into one consolidated campaign, and any bids set at the keyword level have to work for all devices, with the aid of a bid multiplier in the case of mobile devices. This raised many a PPC pro’s eyebrow, including our own, as it signaled some loss of control for a group of folks who hate to give up … Continue reading
Larry Kim recently posted on the Wordstream blog about Quality Score having more importance than ever. Typical of Larry’s posts, the article was thorough, thoughtful, and compelling. And I’m going to tell you why I’m ignoring it. Quality Score is a Google-driven metric that is only loosely related to performance. Basically, it’s the wrong metric to chase – and on top of that, the metric itself is flawed. Let me break this down, bullet-point style. (Brace yourselves.) Why is QS a flawed metric? - Google openly says that … Continue reading
Today’s post is by Account Associate Spencer Fair, a Bay Area native who can rebuild things from servers to websites to classic cars. If you aren’t familiar with the term “arbitrage” except as a vague, slightly maligned concept, here’s a little background: it’s a term generally used in economics and finance and described a situation where a party purchases a product and immediately sells the product for a profit in another market. The crux is capitalizing on difference in market prices. In the SEM sphere, arbitrage is when a … Continue reading
Today’s post is by Joey Muller of CPC Search. Years ago when Google first introduced sitelinks, my reaction was a bit lukewarm. I tested sitelinks for a few clients, but CTRs were largely unaffected, and results were hard to measure with block-level reporting. I found myself telling folks, “Don’t worry about sitelinks, nobody clicks on them.” But then I came around. I began to realize it did not matter if folks clicked on them. In fact, when folks did not click on sitelinks, this was absolutely fine –sometimes even … Continue reading