Google launched a new AdWords reporting feature named AdWords Search Funnels. AdWords Search Funnel shows you all the keywords that assisted in conversion made through Google AdWords, rather than just the last one before a buy or conversion action. This feature is being rolled out over the next few weeks, so keep an eye out for it. Until now, Google would only show you the last keywords that led to a conversion. In many cases, searchers will go through a searching process that includes research that might not lead to an immediate sale but may assist in a sale after a few more searches. For example, imagine someone searches for [camera] then visits your site and does some research. They later search for a specific model number that they want to purchase. They end up back on your site and convert based on the specific model number. Google will show you in the Search Funnels report that the keyword [camera] did not specific convert, but assisted in a conversion. How’s Google … [Read more...] about See All The Keywords That Led To Conversions
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Last month, Google quietly began rolling out the AdWords Keyword Planner to select AdWords accounts last month. In typical AdWords fashion, one of the biggest overhauls of the Google Keyword Tool ever went almost unnoticed! This new keyword tool combines elements of two existing keyword tools, the Google Keyword Tool and the AdWords Traffic Estimator, adding a more structured and integrated workflow as well as all sorts of new bells and whistles. If you’ve ever used the Google Keyword Tool and/or AdWords Traffic Estimator in the past, take note here — the new Keyword Planner will most certainly replace both tools in the near future, and your workflow will undoubtedly change as a result. What’s A Keyword Planner, Anyway? The Keyword Planner is a more focused version of the Google Keyword Tool and AdWords Traffic Estimator tool, and the focus is on doing one thing only: to make it easier for advertisers to get through the process of creating new ad groups and ad … [Read more...] about How to Use The Keyword Planner — The New Keyword Tool From Google AdWords
It wasn’t all that long ago that our world came crashing down around us. In a very short span of time, Google took keyword research and ripped out its heart and shoved it down its throat. Then, it put all our keywords through a meat grinder. Then cooked them up, ate the dish with a spoon and barfed it up on my computer screen as a new algorithm called Hummingbird. (HT to the great Bill McNeill for the use of that [slightly altered] quote.) The dust is still settling on the new algorithm, but there is no shortage of SEOs talking about the death of keywords. We are told Google changed everything and now keywords are irrelevant. What’s an SEO keyword researcher to do? It’s The End Of Keywords As We Know It (And I Feel Fine) The truth is, Google did do a few things to mess with our keywords, but it’s not really the end of the world… or anything remotely resembling the end of the world. There are still ways to get keywords and other relevant keyword data. In … [Read more...] about Keyword Research After The Keyword Tool, (Not Provided) & Hummingbird Apocalypse
In fact, it’s predicted that in 2016, 2 out of every 3 display ads will be programmatic, with audience targeting data at the core of virtually every impression. There are many colors and flavors of audience data, with demographic, psychographic, and third-party behavioral data leading the pack. Yet, the keyword — one of the first digital marketing intent signals — still remains the most valuable and underutilized data point a marketer can use to target any single consumer. The keyword that one searches on (whether on an external search engine or within the search function of your website) is a direct window into the intent of that consumer’s online behavior at that time. In fact, even the way different consumers search for the same content or page can reveal a lot about their current intent and state of mind. The keyword data trigger is at the heart of why paid search marketing has worked so well and dominated digital marketing budgets for more than a decade. … [Read more...] about 7 Audience Targeting Data Types Versus Search Data (The Keyword Is Still The Undefeated Champ)
For years, pundits have been prognosticating the death of the keyword, and through it all, the keyword stayed strong, powering the lion’s share of ad dollars on the Internet. This time, it seems different, though — the humble keyword may actually be going by the wayside. And because of it, search marketing practitioners are going to need to develop a new set of skills to adapt. In this article, I’ll explore the evidence that is mounting and what we, as marketers, can do to stay on top of what’s replacing it. Product Listing Ads (PLAs) Retail has always been a leading category for Google and the other search engines. Large retailers have bought millions of keywords on Google and turned those buys into huge revenues. However, in the past year or so, Google has been replacing standard keyword driven text ads in retail with Product Listing Ads (PLA), graphical units driven by a product feed. A recent AdGooroo study showed that the top 20 retail advertisers are … [Read more...] about Are We Reaching the End of the Keyword Era?