This past week, Google announced within its Google Ads support section that it is going to be taking away the average position metric in reporting. This is arguably one of the largest developments in Google Ads in quite some time. So, what does it mean for the average small business paid search advertiser? First, the average position metric in Google Ads was one of the more misunderstood metrics within reporting. Many interpreted it being the true actual top listing in a SERP. While it took on a few definitions within the evolution of Google Ads, in its most recent form, it was the position in how advertisers were being shown in relation to other advertising positions, not the actual position on the search page. This concept is very well explained recently by Fred Vallaeys over on Search Engine Land. Moving forward, Google is directing users to some recently added reporting metrics to evaluate average search impression and bidding. They are Absolute Top Impression Share, which is the … [Read more...] about Average Position in Google Ads is Going Away, Now What?
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Founder & CEO at Basecamp, Jason Fried, posted a screen shot on Twitter of a Google Ad the company bought that reads "Basecamp.com - We don't want to run this ad." The ad description goes on to read "we're the #1 result, but this site lets companies advertise against us using our brand. So here we are. A small, independent co. forces to pay ransom to a giant tech company."Here is a screen shot of the Google search ad:Jason Fried added "When Google puts 4 paid ads ahead of the first organic result for your own brand name, you’re forced to pay up if you want to be found. It’s a shakedown. It’s ransom. But at least we can have fun with it. Search for Basecamp and you may see this attached ad."Yes, he is calling Google Ads in this scenario "ransom." FYI - this is the ad I see for the query:But I have no doubt Basecamp posted the other ad text for some time.It is sad but very true.Forum discussion at Twitter. … [Read more...] about Basecamp Google Ad: We Don’t Want To Run This Ad But Forced To.
My last column talked about the ins and outs of Google Ads bidding. If you haven’t seen that column yet, give it a read before proceeding. It has some important tips to get you started with automated bidding.This column will focus specifically on Google Ads automated bid options.Automated bidding sounds great in theory (“Everything’s done for you!”) but can be much more complex in reality.Not only do you have to pick the right type of bidding strategy for your business goals, you also have to learn the nuances of each.Automated Bidding Options in Google AdsIn Google Ads, you currently have seven automated bidding options to choose from:Target CPA.Target ROAS.Maximize Clicks.Maximize Conversions.Target Search Page Location.Target Outranking Share.Enhanced CPC.I’ll describe each one individually and then give you some tips for use.1. Target CPAGoal: Get more conversions at your target CPA.With target CPA, bids are set to help you get as many conversions … [Read more...] about A Rundown of Your Google Ads Automated Bid Options
“The machines are coming, the machines are coming!” …the tricorn-hat-clad PPC practitioner shouted as he sprinted up the idealogical tower of his web browser to ring the great bell of Twitter to warn the ignorant of impending invasion.Silly mental image? Yup, so is the concern that automation is always something to be feared when it comes to PPC management.As many have written of recently, there is a growing set of tools and actions that can be taken in our Google Ads to save us from the mind-numbing repeatable tasks of PPC-yesteryear so we can invest our time increasingly in reporting and strategy (the human connection parts of PPC that should remain safe for quite a while).That being said, there is another oft-repeated assumption that I’d like to address in this post. That is, the notion that the PPCer of the future needs to know how to code. I’ve even heard some hint at the fact that the coding PPCer is a better version of the “normal” … [Read more...] about 3 Ways to Automate Google Ads Without Knowing How to Code
We’re finally in Q4, the most exciting time for conversion-focused advertisers.While it’s exciting because it’s the time of the year when most sales happen, it can be a pretty tedious time for account management.Many advertisers shift into a sort of maintenance mode during Q4.Account structures are set.Tools are in place.Experiments have been completed.Now it’s just time to sell, sell, sell.During this time, it’s all about the execution of all the carefully laid plans.With that, I hope I’m not too late to offer one more script you might want to add to your toolbox. I promise this one will help you recover lost sales, so it’s a good one to try.Negative Keywords That Block Good Search QueriesThe idea for this script came from one of my company’s customers.It’s simple, Google has a script for finding negative keywords that conflict with positive keywords.But as we all know, keywords are just a means to get our ads to show for queries … [Read more...] about How to Recover Lost Conversions with a Google Ads Script