It’s been seven months since we launched Optmyzr’s first tool at SMX Advanced in Seattle — the Quality Score Tracker — and we’ve been busy adding tools, reports and optimizations since then. Now, one of the most common questions we get is when to use various optimizations — and, of course, these apply no matter what tools you’re using. There are plenty of daily tweaks to make in any AdWords account, but what are some of the optimizations we do on a regular schedule? While there’s no one right answer for every account, I’ll share some of my thoughts about what to do and when to do it to keep an account in great shape. Do These At Least Quarterly AdWords changes all the time — in the past year, we saw one of the bigger changes in recent memory with the forced migration to Enhanced Campaigns. AdWords also frequently launches new features that are less dramatic than Enhanced Campaigns but that can still have a huge impact on how … [Read more...] about A Former Googler’s Routine For AdWords Management
Manage innovation and continuous improvement
You’re losing revenue, missing opportunities and placing your business at risk — if you ignore how Google adapts and evolves day by day. The Google we see today is not the same search engine “challenger” that launched in 1998. It has constantly innovated to stay on top of the hyper-competitive search market. With your business’ success intimately linked to the search giant, you run a great risk by not adapting and growing in pace with these innovations. What’s Going Wrong Often, when a company decides to launch a new website, it will pick a launch date and just “go for it.” The process is a lot like creating a paper airplane — once it’s launched, you’re no longer in control. It can take any course, fly whatever distance and land anywhere at all. Companies that take this approach to launching a site will meet with designers and web developers, draw up a to-do list, and check off each item as tasks are completed. When all … [Read more...] about Will Your Business (And Your Website) Adapt & Evolve With Google?
As a former Google spokesperson, I’ve spent many years analyzing AdWords accounts and seeing the same mistakes time and again. Today, I’d like to focus on one of the most common mistakes: not giving ads the love they deserve. When AdWords and pay-per-click became big in the early 2000s, it was because they offered incredibly precise targeting along with attractive pricing. Now, both old and new advertisers seem to have gotten so focused on optimizing the new stuff — targeting and bidding — that somewhere along the way, they forgot about one of the most important aspects of a successful ad: crafting the perfect message that resonates with their audience. While there’s no question that maintaining the right targeting, keywords and bids are critical to the success of any AdWords account, I believe there is still a big opportunity for advertisers to improve their ads. That’s why I became an advisor for Boost Media, and that’s why we added ad text … [Read more...] about 4 Reasons Your Search And Display Ads Are Getting Fatigued
While this is a bit of an overstatement, there is a nugget of truth to it. Naturally, a strategy of bidding on irrelevant keywords will hurt your account quality score — and even if this produces clicks, they are not likely to convert. However, if you have bought a keyword that you believe to be relevant and it’s not producing as expected, the right strategy is more likely to change the bid than to simply get rid of the keyword. This management of bids to meet targets is one of several core activities needed to maintain a healthy PPC account, and this month I’ll review several bid management strategies available to advertisers. But first, let’s cover some basic questions that are important regardless of what strategy you use. Bid Management Goals There are generally four different goals advertisers try to achieve in an account: Increase branding by driving lots of impressions while staying under a target CPM. Increase site traffic by driving lots of clicks … [Read more...] about The Essential In-Depth Overview Of PPC Bid Management
At this point, the word “change” is pretty much passé in the SEO community. Every year, we proclaim that SEO is changing. Some of those changes don’t play out. Others take us by surprise. Sometimes those changes are overstated. Other times, we find agencies burying their heads in the sand. We’d like to use this time to take an honest look back, and forward, at the state of SEO. How has this industry really changed? Where is it headed? What can we expect from the twin kings of link building and content marketing? Let’s dive in. What is Really and Truly Dead? It usually takes about five minutes between the time Matt Cutts or somebody from Google says something, and the time a blog post pops up somewhere on the web saying that a particular SEO tactic is “dead.” In this section of the post, I’m not interested in what is risky or against Google’s terms of service: I’m interested in tactics that are dead as a doornail. By … [Read more...] about How Link Building and Content Marketing Are Really Changing