Editor gets the Google Ads treatment: Google Ads Editor 1.0 out now

My Post - 2019-03-29T104514.272.jpgThe new Google Ads Editor v. 1.0 has new look and new capabilities.

After redesigning and renaming AdWords as Google Ads, its now Editor’s turn. The desktop tool for managing and drafting campaign changes has a new look, new layout, new features, new capabilities and a new name. Goodbye, AdWords Editor. Hello , Google Ads Editor.

Why you should care. There are a lot of things you can now do in Google Ads Editor without having to go to the web interface, which should save you time. In version Google Ads Editor 1.0, the top navigation is smaller, right justified and no longer in a bar. But from a layout perspective, the biggest change is the editing panel has moved from the bottom to the right side of the interface.

Make changes across accounts. In terms of new functionality, this is the most eye-catching. If you’re managing a lot of accounts — in the same or different MCCs — you can now apply changes across accounts. Yes, even if they’re not in the same MCC.

Video ads. Video ads and campaigns, in particular, have much more functionality in Editor now. For example, there’s full support for non-skippable video campaigns, and you can create bumper ads and add calls-to-action in TrueView in-stream ads. Bumper campaigns are now part of the video campaigns mix, using the Manual CPM bid strategy. If you want to add in-stream ads to bumper campaigns, you can change the bidding strategy to Target CPM.

Custom rules. There are five new custom rules are available in Google Ads Editor. One will tell you if a video campaign isn’t targeting Google video partners. (That mean your videos will show on network sites, not just YouTube. You might not want that.)

Responsive Ads. If you didn’t get the hint before that Google wants you to start using responsive search ads (RSA), you will now. Another new custom rule will alert you if there aren’t any RSAs in an ad group that has an enabled expanded text ad. – Read more

Google Ads Keyword Planner gets new (and old) features

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Seed your keyword ideas with more terms, add keywords to existing campaigns and more.

The next time you log into Keyword Planner in Google Ads, you’ll see an announcement of several new features. Some of these updates are older features (“Add to existing campaign” is one) just now getting added to the new Google Ads UI.

To get started, you can now ad up to 10 seed keywords when you select the “Find new keywords” option.

Grouped ideas. Grouped keywords can now be found under the “Grouped ideas” menu option. You can choose to add all or some of the keywords in a grouped idea to an existing or a new ad group.

More monthly search detail. Hover over the “Avg. monthly searches” chart for individual keywords to see a monthly trends bar chart that provides more detail in terms of the monthly breakdown and search volume quantities. You can also download this data. – Read more

 

How to Streamline Reporting with Google Tag Manager & Google Analytics

My Post - 2019-03-25T153017.980.jpgOne area that seems to elude many digital marketers is the relationship between conversion tracking and website analytics.

Often, when businesses get started with online advertising, they have established each piece of the puzzle separately, with Google Analytics monitoring site traffic, and paid channels (like Facebook and Google Ads) tracking conversions individually within their respective dashboards.

This set-up may be effective on a small scale, but it will inevitably cause issues when your efforts expand. Having the proper tracking to view granular paid channel performance in Google Analytics will allow you to add another layer of attribution to hold each channel accountable for what’s really happening on your website.

In addition to Analytics, Google offers tools to streamline the process of managing website pixels and conversion tracking for each channel. With the combination of clean conversion tracking and reliable analytics, you should be able to scale your paid programs without having to worry about whether the information you’re looking at is accurate.

In this post, I’ll walk you through how to use Google Tag Manager and Google Analytics to improve your paid channel performance reporting in four steps. – Read more

How to optimize your keywords for great quality score on Google Ads

My Post - 2019-03-15T172903.924.jpgAs any digital marketer will know the importance of good quality keywords cannot be overemphasised.  The importance of optimising keywords in your website will result in a great quality score on Google Ads (AdWords) – a definite digital marketing goal for sure!

To fully understand this and the impact of optimising keywords it’s really beneficial to complete a digital marketing course to get miles ahead with your keyword optimisation.  There are also many tools available to get the best keywords for your website.

Optimising keywords in your content

It’s a well-known fact that the vast majority of web searchers only look at the first page of search engine results.This is exactly where you want your site to be. So, it goes without saying that keyword optimisation is an important part of your digital marketing strategy.

Google Ads overview

Being seen on the web is the aim of any digital marketing strategy and is vitally important as part of a digital advertising campaign.  AdWords, now called, Google Ads, is an advertising service which enables businesses to set a budget for their online advertising campaign where payment is only made when their ad is clicked on.  This is where keywords can make or break your paid internet marketing campaign. Keeping this top of mind can give you a great quality score on Google Ads (AdWords). – Read more

8 Dos & Don’ts of Search Audiences

My Post - 2019-03-22T094052.057.jpgOver the past few years, Google has been playing around a lot with audiences.

From the introduction of in-market audiences for search last year to the more recent release of detailed demographics, they’re most likely far from done changing things up.

The fast-moving nature of search advertising is one of the things that makes it so exciting. To be a PPC superhero, you need to keep pace and constantly update your best practice along the way.

Sometimes that means throw out the old rulebook, and A/B testing anew. And that’s exactly what I’ve done here with an up-to-date list of my recommended dos and don’ts for search audiences.

Now, whether you’re relying on manual or automated bidding matters for audience strategy.

As Google’s smart bidding simplifies things quite considerably, I’m mostly focusing on manual bidding in this article but I’ll share a few tips for smart bidding as well.

To start, there’s one goal to keep in mind for both remarketing and prospecting:

DO: Maximize Audience Depth

A quick recap: audience depth is the spend through all audiences divided by total spend.

Modified audience depth is the spend through all audiences with a bid modifier applied divided by total spend.

Maximizing audience depth gives you more data points to optimize toward. Even if an audience has a poor CPA, applying it should still be considered a success because it lets you identify an opportunity for optimization. – Read more

Google released a broad core search algorithm on March 12

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A rare Google confirmation came related to a Google search algorithm update this week.

Google restated previous advice that there is no fix if your site was negatively impacted.

Google confirmed that it released a broad core search ranking algorithm update this week.

“Our guidance about such updates remains as we’ve covered before,” the company said.

Google Search Liaison Danny Sullivan confirmed this update started March 12.

Why it matters. Google does several core ranking updates per year and confirms very few updates throughout the year. Specific to broad core updates, Google has said numerous times that you cannot do anything specific to fix your rankings. Google’s previous advice is, “there’s no ‘fix’ for pages that may perform less well other than to remain focused on building great content. Over time, it may be that your content may rise relative to other pages.”

If your rankings did change recently, it may have been related to this broad core ranking update and not necessarily related to a technical change you made on your website.

What changed? Right now it is very early and it is hard to guess what has changed. Based on the SEO chatter around this update, prior to Google confirming the update, some are saying this was again targeting the health/medical space. But, Google has said there was no specific target at medical or health sites with that August 1st update. – Read more

Google Ads now makes reporting column recommendations

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With this update, Bid Strategy Type is no longer a required column.

There are 13 categories of metric and attribute columns available in Google Ads. Now, Google has added a recommended columns category to call attention to columns relevant to your account and campaign settings.

What’s new. For now the recommended reporting columns is limited, with Bid Strategy Type showing if you’re using bid automation.  With this update, Bid Strategy Type will no longer be a required column, freeing up your reporting tables to include a different metric or attribute.

How it works. Recommendations are turned on by default. You can opt out of a specific recommendation, add the columns you want to show consistently or ignore them. You can also opt out entirely by clicking on the toggle button at the bottom of the columns list. Google suggests leaving the recommendations on to see future additions. – Read more

5 Creative Ways To Use Google Adwords’ Ad Extension

My Post - 2019-03-15T181640.379.jpgThe implementation of Google AdWords has really changed the SEO landscape, and whatever your opinion of it, if you’re not on the bandwagon you’re missing out.

AdWords is a simple concept that opens the door to a number of possibilities. It works by giving you the chance to add extensions to your adverts with the search engine.

These extensions range from adding your location, a telephone number and prices to your advert – where you end up with your ad looking like nothing else on the search results page.

But of course, it’s not as simple as just picking some extensions and bringing them together. So to get ahead in the game you’ll need to find the extensions that are best for you and get creative with them.

To help you in your pursuit of standing out from the crowd, we’ve constructed a list of the five most creative ways to get your ads to stand out in AdWords:

1. Message extension

The AdWords message extension is the new kid on the block in terms of what’s available on the market.

The feature works by displaying a box at the bottom of your advert offering the option of texting the business for more information among other things. – Read more

How to Optimize Google Ads When Average Position Disappears

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Google has announced that the “average position” metric will no longer be supported starting in September.

Having been a Googler myself for almost a decade, I can only imagine the trepidation the Google Ads marketing team must have felt before making this announcement.

With the near continuous change that is part of Google Ads, any update could set off a firestorm in the advertising community.

The retirement of one of the oldest metrics certainly seems like it could have been received poorly.

But as it turns out, most advertisers are OK with the announced change, especially in light of some of the new position metrics Google has introduced to replace average position.

Here’s how the new “top” and “absolute top” metrics can do a better job than average position ever could when guiding advertisers to optimizing their PPC accounts.

The Metrics Replacing Average Position

First, here are the new metrics Google introduced in the past year that they feel can help advertisers better understand how their ads are doing, and that are hence seen as the replacement for the average position metric that is being retired. – Read more

Google Ads rolling out Budget Planner forecasting tool

My Post - 2019-03-13T115111.722.jpgGet some insights into how changes in spend could impact campaign performance.

Google is rolling out a new Budget Planner tool for Google Ads campaigns.

Kim Clinkunbroomer, who heads Clink Digital Marketing, alerted us to the new feature, available under the Tools menu in Google Ads. It appears to still be rolling out, so you may not see it in your accounts quite yet.

I’ve tried it out, and it’s pretty straightforward. A quick tutorial is also available to guide you through when you first get started.

The basics of how it works. 

You can create a budget plan based on either clicks or conversions as a key metric. There is also the option to choose a target: clicks, spend or average CPC if you select clicks as the primary metric, or conversions, spend or average CPA when conversions is your key metric.

If you choose a target, you can manually enter a target amount, or (pretty handy) you can choose from “previous period” or the “same time last year.”

After you set the variables, Google will generate a draft budget plan. The forecast chart will show a gray point showing how your campaigns are expected perform with the existing settings if you make no changes. A blue line indicates how changes in spend will impact your key metric (clicks or conversions). – Read more