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Posts Tagged ‘Paid Search’

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Changes to Google AdWords Ad Rotation

10
May
2012

Ad Rotation Automatically Changes to Optimize for Clicks After 30 Days

Marquita Arnold
SEM Coordinator

Google announced on Tuesday May 1st, of changes being made to the ad rotation settings. Specifically the setting, Rotate evenly, which allows the ad to rotate evenly among the other ads in each ad group. Some advertisers may use this if all ads need to show equally throughout the course of a day due to certain promotions. The rotate evenly option allows advertisers some type of control if there are different messages that need to be seen. Another reason for rotating ads evenly would be to perform a copy test.

BlogPostMay 2012 Changes to Google AdWords Ad Rotation

Keep in Mind

With this new update to the setting, Google will only allow for the even rotation to take place only 30 days. After the 30 days, Google will begin to show the ad that would generate the most clicks. In a nutshell, they will convert the setting to optimize for more clicks automatically. The clock will reset to rotate in a new 30 day window if a creative is added or edited in certain ad groups.

This new change will be convenient for those who tend to forget that they changed the setting but others who desire the even rotation will have to “deal with it”.

Tips

  • So if there’s a copy test taking place, make sure you set the test for 30 days because after that time frame your results will be inaccurate.
  • If you want different promotions to rotate evenly with a general ad, you may want to create a separate ad group or campaign for that promotion.
  • If you know which ad converts better versus receive a better CTR, either change the setting to Optimize for conversions or have the better converting ad run only.

Considering how 97% of Google’s Revenue comes from advertising, you would think they would make things a little easier for advertisers. Then again, they probably think that they are doing everyone a favor.

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“Should I Spend PPC Budget on Keywords I Already Rank For Organically?”

29
March
2012

The Answer: YES.

Christine Pepin
Practice Lead, Search Engine Marketing

In my career managing paid search campaigns, this may be the one question I get asked the most!  For advertisers who are successfully optimizing their websites, it may seem that PPC ads are cannibalizing their organic traffic.  But, this is not the case.  Let me debunk the myth: it IS worth spending PPC budget on keywords that rank high within organic search.

Google has come out with a research study that identifies the impact of organic rankings on ad click incrementality.  In laymans terms, it addresses if organic clicks will make up for lost (or no) paid traffic?  To figure this out, Google monitored what happened when over 400 advertisers paused their search ads.  The study revealed the following, on average:

-  89% of traffic from search ads are NOT made up for by organic traffic when ads are turned off
-  66% of ad clicks occur in the absence of an associated organic result on the first SERP
-  81% of ad impressions are not associated with an organic listing
-  Only half of all ad clicks are replaced by organic clicks, for advertisers ranking #1 organically

And, check out the infographic from the Google Research blog:

page0001 Should I Spend PPC Budget on Keywords I Already Rank For Organically?

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The End of the Road for the Old AdWords’ Interface

25
June
2009

Google is rumored to permanently implement its new AdWords Interface by month’s end.

Christine Pepin
Media Coordinator

If I were to say what program I spend the most time with here at EyeTraffic Media, it would definitely be AdWords.  Well, maybe an even tie with Google Analytics.  As people, we are creatures of familiarity and when change occurs, we can be naturally opposed.  This is what occurred when I realized I would need to become completely reacquainted with the new AdWords interface.  Each time I signed into our account, I would switch to the previous interface, avoiding getting used to the new one.  Finally though, I decided it was time to figure out what all the hype was about.  Before we know it, the old interface will be gone and maybe, just maybe, the new one will actually help us be more efficient than the existing tool we curse daily.  Are you ready for the switch?

What I found very useful were the videos listed at the Google AdWords Help Center.  I would recommend watching each of these to learn about the new features they are offering.  The new interface is said to help advertisers be more efficient when making bid/keyword changes, navigating the account, visualizing performance across multiple metrics and with optimization.  I believe the following system improvements will make our lives a lot easier:

- Not having to wait for a page to reload everytime a change is made

- The “account tree” performance view, that allows you to view the entire account segmented by campaigns, adgroups OR keywords, rather than having to click-through results at the campaign level only.

- Search query reports easily pulled within AdWords to identify irrelevant keywords that are draining budget or not converting.  This tool will help immensely when spends are tight and the need is high for finding ways to cut back in order to increase bids elsewhere.

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Spending Trends in Search Engine Marketing for 2008

30
March
2009

In 2008, companies spent more money on paid search than search engine optimization

Christine Pepin
Media Coordinator

According to new research conducted by Radar Research, spending for paid placements in North America greatly exceeded that of organic search. Last year, $13.5 billion was spent on search engine marketing; 88% of which came from paid search and only 11% from SEO. The Search Engine Marketing Professional Organization (SEMPO) estimates that search marketing spending will increase to $14.7 billion next year. This figure is inclusive of paid placement, organic search, paid inclusion and SEM technology. 

While SEO tends to be more cost-effective in terms of longer lasting results, it takes time for a site to achieve a high ranking or even a first-page ranking. Oftentimes, clients are either not willing to wait for this to occur or desire results that can be measured short-term. These factors, among others, attribute to the large gap between paid and organic search spending. However, as marketers begin to understand that users find organic listings to be more relevant than paid, they may realize the wait is worth long-term campaign results. 

102393 Spending Trends in Search Engine Marketing for 2008

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Search Engine Marketing for .ORGs

17
February
2009

EyeTraffic Media is offering a free webinar to educate .ORGS on search engine marketing.

Stefanie Berliant
Media Coordinator

On February 25, 2009 from 3-4 PM EST, EyeTrafffic Media will host a free informational webinar tailored exclusively to .ORGs and associations. This webinar is the third of a series intended to educate cause-driven organizations on how to successfully apply online marketing strategies. The goal of these sessions is to help associations and non-profits to build stronger relationships with their customers and prospects at a fraction of the cost of traditional marketing methods.

Online marketing allows non-profit organizations to attract awareness for their causes and events, and increase both sponsorship and membership.  This webinar will specifically focus on the distinction between Natural Search (SEO) and Paid Search (PPC).  In the presentation we will explain how associations and .ORGs can leverage these two tactics to:

·Drive site traffic
·Stay within a limited a budget
·Gain online signups and donations on a low cost-per-conversion basis

For more information and to register for this event, please visit the link below.

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