Google: Too Big To Fail?

April 25, 2014 By 16 Comments

On Tuesday, Google made what was played up to be a huge announcement of new features. Search marketers feared they were in for another Enhanced Campaigns-type of blow; it turned out to be pretty benign.

Talk on Twitter during the announcement was interesting, though. Google led off with a “history of radio ads” narrative that was boring and, frankly, off-topic – which drew jeers from the Twitter crowd.  Then they talked about promoting apps – another underwhelming feature. Finally, they talked about some new bulk editing, experimenting, and reporting enhancements that look cool and truly useful. The final reactions on Twitter? Meh.

twitter reaction to google announcement

Much has been said about what ended up being an overreaction by search marketers prior to the announcement. Some of it rubbed us the wrong way. I maintain that our fears were warranted, given the disruption caused by Enhanced Campaigns last year.

But what struck me about the announcement is the fact that Google led with apps, as though this was the big thing that advertisers really cared about.

Based on my own needs and the chatter on Twitter, they’re wrong. I don’t have a single client who wants to advertise apps – in fact, I don’t think I have a single client who HAS an app. So why was Google pushing apps so hard?

Ever heard of Google Play?

Google is creating products that will serve their interests – not their customers’ needs. They’re headed towards a slippery slope.

The new reporting features also indicate that Google thinks they are bigger and better than the bid management and reporting platforms. Yet another slippery slope.

When companies start to believe they’re above the rules, they start walking into “too big to fail” territory. When companies think that “all your data are belong to us,” they start walking into “too big to fail” territory. When companies tout a huge “announcement,” only to push something that 90% of their customers don’t’ need, they start walking into “too big to fail” territory.

So what do you think? Is Google too big to fail? Are they oblivious to the needs of their customers, the advertisers? Were we fools for being concerned and worried about the announcement? Or did the announcement give you pause? Share in the comments!

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PPC In A Not-Provided World

April 11, 2014 By 15 Comments

not providedEarlier this week, Google dropped the bomb that we were expecting, but hoped wouldn’t come: Google will no longer pass search query strings in the referrer URL string. What this means is that the “search query” reports in Google Analytics and other packages will no longer contain data from Google.

First, let’s quell the still-persistent rumor that Adwords search query reports are going away. That’s false. Google has stated that SQRs will remain intact. Using search query reports for PPC keyword research is still an option.

Some are saying that the “not provided” announcement is no big deal because we can still get data from SQRs, or from the Google API. Even George Michie of RKG, normally a skeptic, isn’t too worried about not provided.

Others, though, are more upset.  Brad Geddes of Certified Knowledge is rightfully concerned with the dwindling amount of transparency coming from Google. He goes so far as to say that “all new hires should start working in Bing before AdWords so that they can learn how different users react per device so new marketers can be trained properly about setting up and managing campaigns and site flows by device.” That’s a pretty bold statement.

Bryant Garvin shares Brad’s concern, and surfaces another problem: advertisers with long sales cycles, or those who are using the search query in dynamic landing pages, are now out of luck. They won’t get as clear a picture into what queries are ultimately driving sales, and they’ll be forced to use keywords, rather than search queries, on dynamic landing pages. Anyone who’s done PPC for a while knows that search queries and keywords are often very different.

We knew this was coming eventually. As soon as Google took away search query data from SEO, we knew it was only a matter of time before they made the same move for PPC. At the time, some were unconcerned, saying we were relying too much on search queries to begin with.

And yet others lamented the fact that keyword research had already taken a hit with the new Keyword Planner – “not provided” was yet another blow to good search marketing.

The fact remains that we’re stuck with this whether we like it or not, just like we’re stuck bidding on tablets and lacking separate bids for search partners. For better or for worse, Google is the market leader and can do whatever they want.

But I’m dismayed at this recent turn of events. While I’m glad we’ll still have our search query reports, and I understand that there are privacy (and therefore, legal) issues at stake, I am not excited about the trend toward less, rather than more, transparency.

Bing, on the other hand, just keeps chipping away at the Google behemoth. They still allow mobile-only and tablet-only campaigns. They pass search query data in the referrer. They have visitors who never use Google and can’t be reached by Adwords. And they cost less – a lot less in many cases.

Is it time to give Bing Ads more of our money? I’m thinking yes.

For a nice roundup of articles about not-provided in PPC, check out Bryant Garvin’s blog or this post by Luke Alley over at Avalaunch Media.

What’s your take on “not provided”? Is your life ruined by it, or will it be business as usual for you? Are you thinking about moving money to Bing? Share in the comments!

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Preparing For The Adwords Certification Exams

April 4, 2014 By 17 Comments

3 years ago, I wrote a post about preparing for the Adwords Fundamentals exam. Looking back, it’s amazing how much has changed in 3 years. So, I figured I’d update my recommendations for preparing for the Adwords Certification Exams.

What’s Changed:

  • The exams are now free, but are associated with Google Partners. You need to sign up for Google Partners to take the tests – which is also new. Badges for individual qualifications have gone the way of the dinosaur. That said, free exams are a nice benefit for companies with multiple PPC managers, or for those who want to take more than one exam (there are 3 Adwords certification exams: Fundamentals, Advanced Search, and Advanced Display).
  • > Recommendation: If you’re an experienced PPC manager, take each Adwords Certification exam once without studying. Chances are, you’ll pass; and if you don’t, you can take them again for free, knowing which sections you need to bone up on.
  • The test runs in a browser, but it no longer locks your computer – leaving you free to open another browser for an “open book” test. The test is still timed, though, so if you’re very new to Adwords or are unsure of your test-taking skills, don’t expect to be able to look up the answer to every question.
  • > Recommendation: Have 2 different browsers open when you start the exam. As with most things Google, the test runs well in Chrome, so use that for the test, and either Firefox or Internet Explorer for the help files.
  • There is no way to mark questions you’re unsure about for further review. This one frustrates me. One of the most effective ways to take standardized tests is to complete the questions you’re certain about, mark those you’re not, and then go back and work those questions until time runs out. With a test using paper and pencil, that’s easy. Online, it’s tougher.
  • > Recommendation: Have a piece of scratch paper handy to write down the numbers of questions you’re not sure about. Then go back and review them.

What’s The Same:

  • The test is still timed, although you now have 120 minutes to complete it. While experienced PPC managers can easily finish much quicker (I think it took me 45 minutes tops), if you’re fairly new to PPC it might take you the whole time.
  • >Recommendation: Use your time wisely. Dredge up your ACT and SAT test-taking skills and don’t dwell too long on any one question, and don’t look up all the questions in the help files. Trust your knowledge!
  • Newer PPC managers will want to study for the exam, using Google’s study materials.
  • > Recommendation: Unless you’re brand-new to PPC, don’t review every section. Skip topics you already know and focus on those you’re not familiar with.
  • Standardized test-taking best practices still apply!
  • > Recommendation:
  • >> Skip questions you’re not sure of and come back to them
  • >> Your first impression is usually correct
  • >> On true/false questions, you have a 50/50 chance of getting the answer right
  • >> And so on

You’re now up to date on the latest and greatest on preparing for the Adwords Certification exams. So are the exams worthwhile?

Caleb Hutchins over at WordStream wrote a great post this week pointing out the flaws with the Adwords Certification exams. It’s a must-read: the post itself and the comments are fascinating and discuss the pros and cons of the exams.

I tend to agree with Caleb that the exams are poorly-designed, biased toward Google, and a poor predictor of actual PPC management success. That said, being certified is a big deal for prospective clients. I’ve had countless prospects ask me if I’m certified – although I’d been doing PPC successfully for several years before the exams even existed! Still, it’s really all we have to say that we actually know what we’re doing.

Do you have any tips for passing the Adwords Certification exams? Got a beef with them you want to air out? Share in the comments!

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6 Ways To Spot Bad PPC Advice

February 21, 2014 By 16 Comments

This has been the week for bad PPC advice around the web. First came yet another New York Times article filled with small business owners whining that Adwords doesn’t work. We’ve been down this road before with NYT, so I won’t go into it here. You can read my rant about their last article to see how I feel about that.

On the heels of that foolishness came this gem from WhiteShark Media. I got skeptical when 3 paragraphs in, it starts talking about a 40% conversion rate. If you’re getting a 40% conversion rate from PPC, you shouldn’t be writing blog posts – you should be figuring out how to spend as much as you can on PPC.

But I digress. This article was full of so much bad that I can only conclude it was written as linkbait. Let’s rebut each piece of bad advice.

It tells you to spend more money.

You know it’s a wrong-headed article when the first “tip” for improving PPC results is “increase your bids and budget.” Was this article guest-written by Google? That’s always Google’s first “optimization” recommendation, and it’s not a good one.

Now, if you indeed are getting a 40% conversion rate (ha ha), and you’re making a profit on those conversions, then you should absolutely spend more money. But if you’re not, then a safer approach is wiser. Spend what you can afford, and work to optimize every aspect of your campaign: keywords, ad copy, landing pages, etc.

It tells you to geotarget the world.

The advice to “target more geographies” is mind-boggling, frankly. Unless you started using PPC in only a small area to test the waters, you should never expand to other areas without a clear expansion strategy.

For example, if you are a small local business, you should only advertise in the areas near you. Running ads in California if you’re a small clothing store in Michigan makes no sense whatsoever. Same thing goes for national advertisers. Unless you’re equipped to sell to other countries, don’t do it!

Bottom line, you should only invest in the areas that fit your business strategy.

It recommends using broad match.

I have seen countless small businesses who say that Adwords doesn’t work. When I dig deeper, I find that they’re bidding on the broadest possible terms: broad-matched “women’s clothing” and the like. I don’t recommend that strategy for my largest, deepest-pocketed advertisers, much less most PPC clients. It just doesn’t make sense. Instead, you should use exact and phrase match terms, and modified broad match if you need to cast a wider net.

Now, if your search volume is very low, you may want to add a few more broad terms. But this needs to be done carefully and measured closely.

It suggests adding high-volume keywords.

The article advises finding keywords with high search volume. While I don’t think every advertiser should avoid high-volume terms, advertisers need to proceed with extreme caution. Have a plan in place when you add a high-volume term. Put it in its own ad group, or even its own campaign. Be sure to have realistic budget caps in place. And watch it like a hawk. It might work for you – but it might not. I’ve seen a single keyword spend 4 or 5 figures in a single day. Can you afford that kind of risk?

It says to focus on short-tail keywords.

Using short-tail terms, as the article advises, is usually not a good idea unless your budget is very large and you have an awareness strategy in place. Short-tail terms rarely convert well, and often have very competitive bids. You’ll be duking it out with everyone else who sells “women’s clothing” – and unless you’re a major national retailer, you probably can’t compete.

By sticking to longer-tail terms, you’ll moderate traffic and have a much better chance of driving conversions.

It says to include appealing promotions.

OK, the last bit of advice I actually agree with. Ad copy should contain language that compels qualified users to click. If you have a strong promotion running, use that. Focus on the unique benefits of your product or service. Include a sense of urgency (“Limited Time!”) and a strong call to action (“Buy Now!). Test different elements of your ad copy to see what works best.

A word of caution about promotions: Think long and hard before making promotions a part of your marketing strategy. While promotions can and do drive sales and profits, some businesses end up relying on deeper and deeper discounts to acquire customers. This becomes a race to the bottom and can hurt sales in the long run.

Remember, any time you see an article that equates “grow your business” with “spend more money,” be afraid. Be very afraid.

Did you read the NYT and/or the WhiteShark posts? What do you think? Share in the comments!

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3 Ways To Profit From The Google Display Network

January 31, 2014 By 26 Comments

Earlier this week, there was an interesting conversation on Twitter about the Google Display Network. IntelligentPPC made the bold statement that one should avoid the GDN like the plague. Many members of PPCchat disagreed, myself included. Check this link for an example of the debate that ensued.

If you’re running search and display campaigns together, then you certainly will lose money. The two are not the same and optimization tactics are totally different. But if you’re running distinct campaigns in display, then you absolutely can profit from it. Here are 3 ways to profit from the Google Display Network.

Promote a new product.

One of the rare times that keyword search falls down is in new product launches. Let’s say you’ve developed a great new product that’s totally revolutionary. So revolutionary that no one is searching for it. If no one is searching for it, keyword search won’t be much help to you. I’ve seen this time and again – low search volume for new products.

The problem is lack of awareness. If people don’t know about it, they won’t search for it.

Enter the GDN.

By running carefully crafted display ads targeting the right audience, the GDN will help increase awareness of your new product amongst your target audience. From there, people will buy – either directly from the display ads, or from searches performed later on.

We recently did this with one of our clients. They developed a product that was unique. No one was searching for it. We created image display ads with pictures showing the product in use. The ads led users to a video demonstration on the client site.

Not only did we increase traffic and ultimately search volume for the product, we also saw direct and profitable sales from display.

Get on prime web properties through the back door.

Let’s face it – targeting B2B customers with keyword search can be challenging. Right now I have a client who’s trying to reach B2B decision makers to get them to use their product. Problem is, their product is also something consumers search for. They don’t want to reach consumers, so we’ve used negative keywords to eliminate most of those searches – and now the client’s search volume is very low.

Immediately I started thinking “LinkedIn Ads.” But CPCs on LinkedIn are high – the audience for this client has a minimum CPC of $4.50, and you’ll need to bid much higher to get a good position.

Enter the GDN.

Yes, LinkedIn is part of the GDN. And you can craft a GDN campaign to show ads on LinkedIn for a lower cost than going through LinkedIn directly. You can even get image display ads onto LinkedIn this way – something that costs 5 figures when working directly with LinkedIn.

Build killer remarketing lists.

Awareness is a key component of any marketing strategy. If you’re only using keyword search, you’re missing those who don’t know about your product. Sure, you might hook some of them with broad, generic terms – but at what cost? I’ve seen broad keywords in the $30-$50 per click range. With conversion rates of 1% or lower, that’s usually not very profitable.

Enter the GDN.

Use the GDN to create awareness of your brand and your product. Then, create a remarketing list comprised of those who came to your site from the GDN but didn’t convert. Then remarket to them with a compelling offer.

By using the 2-step GDN/remarketing process, instead of paying $30 for a visitor with a 1% conversion rate, you can now pay $2 or $3 per click. That’s 10 visits from the GDN for one from search – and now they’re familiar with you because of the remarketing component. That means they’re more likely to buy. At a lower cost than from keyword search.

So should you avoid the GDN like the plague? Go for it – I’ll be happy to take the customers you’re leaving on the table.

How have you used the GDN to make a profit? Share in the comments?

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Google Remarketing: Easy as 1, 2, 3

October 11, 2013 By 2 Comments

Remarketing has been all the rage for a couple of years now, and with good reason. How cool is it to be able to show a tailored message to people who already visited your website and took (or didn’t take) an action?

And yet, many advertisers weren’t utilizing remarketing due to 2 main barriers: ad creation and site tagging. While Google has pretty much always allowed text remarketing ads, they don’t perform as well, and don’t get as many impressions, as image ads. So, advertisers had to find a creative designer to put together remarketing ads – adding time and expense. And site tagging, as we all know, can be a huge obstacle for advertisers, especially those who outsource their site development.

Well, Google has removed both of these barriers, and now Google remarketing is literally as easy as 1, 2, 3.

Step 1: Install the Google Analytics remarketing tag.

In the early days of remarketing, advertisers had to create individual tags for each remarketing segment or audience, and site owners had to place them on individual pages. As a result, in my experience, few clients were taking advantage of remarketing.

A while back, Google released a revised Google Analytics script that enables anyone who uses GA to create remarketing lists within GA – without additional tagging. If you haven’t installed the new script on your site, do it now!

Once it’s on all of your site pages, you can set up remarketing segments for anything you can measure in GA: all PPC visitors, all visitors to a specific page, people who spent more than 5 minutes on the site, all visitors who put something in the cart but didn’t check out, etc. It’s hugely powerful. You can think up a segment and create it in a few minutes, and boom, you’re ready to go.

Note that if you want to combine segments, you’ll still need to do that in Adwords using Custom Combinations. Still, there’s no additional code to install!

Step 2: Discuss goals with your client or boss.

You’re probably tired of hearing me talk about goals, but it bears repeating: don’t launch a campaign without first getting clear on your goals! Sit down with your client or boss and discuss or review your objectives for remarketing. Are you trying to get repeat buyers? Are you trying to move initial leads further down the funnel? Are you just looking for reach and awareness?

For example, if awareness is your goal, it doesn’t make sense to spend time and money setting up remarketing segments to try to convert shopping cart abandons. Be very clear on goals before you launch any remarketing campaigns.

Step 3: Create ads that match your goals and audience.

Once your segments are set up, you’re ready to build your ads. Just a couple weeks ago, Google released Ready Ads: the ability to create image ads, including animated Flash ads, with a few clicks. All you have to do is enter a page URL, and Google will pull images and copy from it. They’ll show you several different variations, sizes, and options. You have the ability to edit the copy and reject any you don’t like.

While Ready Ads aren’t as nice as ads created by a professional designer, they’re a huge, major step forward from the Display Ad Builder. I tried using Display Ad Builder in the past, and the ads looked like something a kindergartner cut and pasted. Ready Ads are actually quite nice – and you can set them up and push them live in minutes. You can literally think up a message for your audience, and with a few clicks, make a nice display ad!

That’s it! Remarketing as easy as 1, 2, 3. Since I’m feeling so positive and generous, here are 2 bonus tips.

Bonus Tip 1: Use frequency caps.

Frequency caps enable you to limit the number of impressions per visitor for a given time: day, week, etc. Use them, and set them low: 3-5 impressions per day. Trust me, nothing is worse than having a client say, “I’m seeing our ads all day long on every site I visit!”

Bonus Tip 2: PPC best practices still apply.

Don’t forget about basics like ad copy testing, bid management, and daily budgets. Standard display network best practices apply too: check those placement reports! Look at your performance by audience and make sure they’re all performing the way you want them to.

Are you ready to start Google remarketing? Are you already using it and loving it? Got any fun tips? Share in the comments!

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Google Partners: More Of The Same?

October 4, 2013 By 9 Comments

This week, Google announced their new Adwords agency program, Google Partners. It replaces the old Google Engage, and the rollout was much-ballyhooed by Google. They even sent out chocolates in an Advent calendar-type box, counting down to the Google Partners 2-hour livestream this past Wednesday.

While the chocolate was delicious, the livestream was not. Only about 20 minutes of the 2 hours was devoted to talking about benefits of the new program; the rest of the time was filled with speakers giving keynote-ish talks about sales. Chatter on the Twitter hashtag was not positive, to say the least.

Given the rocky start, I was not feeling bullish about Google Partners. Kicking things off by wasting 2 hours of busy agency PPC’ers time was not giving me the warm fuzzies.

Later on Wednesday, though, I got an email from a Googler who’d been assigned to our agency. The email was legit-looking, unlike emails we’d received recently that, honestly, we thought were spam. I agreed to a call with the Googler, eager to hear if we were actually getting an agency rep, or if we were just going to hear more sales pitches.

The call was yesterday. Overall, I’m feeling lukewarm about Google Partners – not ecstatic, but not as angry as I was a few months ago.

Some of the positives from the call:

Google has revived agency support for specific accounts.

They’ve essentially gone back to the model they had a year or two ago – assigning quarterly reps to specific accounts by vertical. To someone like me who’s done PPC for years, this wasn’t new – but it was a huge step forward from the previous “we can only help with large new business accounts” approach.

In addition, the rep told me that she could help with other clients not assigned to her – at a minimum, she’d try to find out if the other accounts had an assigned rep, or if there was some way she could help. This was definitely encouraging – instead of saying “I can’t help you with existing clients,” Google is now saying “Let me see how I can help you.” Huge step forward.

Roles are more clearly defined.

I’ve gotta hand it to the rep I spoke with – she was prepared. She’d reviewed the accounts that were assigned to her, and sent me a spreadsheet outlining the exact topics we’d be discussing and focusing on. She also sent me a helpful outline of who can help with what:

google roles
While the accounts she is assigned to are only a fraction of our client base, it’s a start.

The spreadsheet also included a resource list – sites we can go to for help with Google products, case studies, and other pitch materials. I was familiar with most of the sites, but it’s nice to have them all in one place.

The rep is local.

One of my biggest complaints over the years has been the weird way that Google assigned teams geographically. I live and work in Michigan, and Google has an office in Ann Arbor. Yet, despite my repeated insistence that they assign me a rep out of that office, we’d get stuck with someone in California – 3 hours behind us time-wise. I complained repeatedly that having to wait until 11am EST at the earliest to get someone on the phone was not helpful when we had a crisis; it didn’t matter.

Until now. The rep I spoke with yesterday is based in Ann Arbor. Yes! She even invited me to come meet with her. I’ll definitely take her up on that. While it may seem like a minor thing, the ability to meet with your rep face to face can’t be overstated.

The call wasn’t all rainbows and chocolates, though. There were some definite negatives:

We still have multiple points of contact for our agency.

I probably sound like a grumpy old lady, but I miss the old days where we had one rep for our entire agency. It was so nice to call someone we knew well, and who knew all of our accounts. Although the reps changed frequently, we often had the same rep for a year at a time.

It seems as though those days are gone forever. Google is still assigning reps on a quarterly basis. So, just about the time you get the person up to speed, they’re gone. Can you imagine if your clients switched agencies every quarter? How well do you think their campaigns would perform?

There’s still a heavy sales push.

The list of “optimizations” in the aforementioned spreadsheet was full of the same old stuff: use mobile, use sitelinks, use display, etc. The thing is, we DO use those things when they make sense for our clients. But some of our clients only have one landing page, for example. This means we can’t use sitelinks. A lot of our clients don’t have mobile sites; and they’re B2B to boot. So, no mobile for us.

The bottom line is, we’re agencies. We know that Google offers these things. If clients use them, it potentially makes us more money. And when we don’t use them, there’s a good reason why. Please, Google, stop pushing stuff we can’t use.

To sum it up, we’re back where we were a year ago.

Google Partners isn’t all that new. The service levels are back to where they were a year or so ago. It’s déjà vu all over again.

The only new thing I’ve heard so far is that Google can revoke your partnership if they think you’re not using “best practices.” Yikes. We all know how Google defines best practices: “Use all our stuff and bid as high as you can.”

In their defense, it’s still early. I’m hopeful that we can finally make some progress.

What’s your take on Google Partners? Is it a step in the right direction, or is it more of the same? Share in the comments!

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Why I Start New Hires on Adwords Editor

September 13, 2013 By 6 Comments

This week’s PPC Chat discussion centered on PPC Basics – a topic near and dear to my heart. I love training new PPC’ers on the fundamentals.

One of the questions was “Do you believe entry level PPCers should immediately have access to Google and Bing Editors? Why?” The ensuing conversation was interesting, and frankly, surprising.

I immediately answered with “Yes! It’s the first thing I train new PPC staff on!” But many others disagreed, saying the Editors were advanced tools that should be reserved for experienced PPC’ers.

I respectfully beg to differ. Here’s why I start new hires on Adwords Editor (and Bing Ads Editor, too).

At its core, I love starting off with Editors because they make it easy to understand account structure. Account structure is so important to PPC success that failing to understand it can lead to less-than-ideal results. And it’s just easier to see account structure in Editor.

adwords editor treeIn Editor, everything is stacked hierarchically in the left tree. You can’t see ad groups without clicking on campaigns, and you can’t see keywords without moving over to the tabs. It makes it easy to explain structure to a newbie without overwhelming them: you start at the high level (campaigns) and work your way down.

To experienced PPC’ers, this structure is second nature. To a newbie, it can be hard to comprehend. Editors reinforce account structure by forcing you to navigate through it.

Contrast Editor to the Adwords online UI.

adwords ui

What are all those tabs? What am I looking at? What does all that data mean? ::head explodes::

It’s so easy to get tripped up in the online UI. You can click right to keywords, but you’re seeing every keyword in the account! That’s confusing to a beginner – and overwhelming. And it doesn’t reinforce the fact that small, tightly themed ad groups are a best practice. If you’re seeing thousands of keywords at once, it’s hard to focus.

Then there’s the issue of screen load times. Both Google and Bing are light years ahead of where they were 5 years ago when it comes to page load speed – Bing, in particular, used to be nearly unusable due to slow page loads. Still, especially in large accounts, it takes time for pages to load, and those seconds add up fast.

Editors, on the other hand, don’t have that problem. When you’re learning and trying to find your way around, it’s nice to eliminate the added frustrating of waiting for a page to load, only to discover it wasn’t the page you wanted.

The other huge benefit of training newbies on Editors is that it’s error proof – as long as you don’t post anything. I put the fear of God into my trainees by scaring them off from the “post” button.

Think about it – you can do whatever you want in Editor, including adding new keywords, ad groups, ad copy, settings, whatever – and nothing goes live until you post! Playing around is one of the best ways to learn, and PPC is no exception. I give my trainees the freedom to play around in the Editors all they want, as long as they don’t hit “post.” Everything they do in Editors can be erased with one click of the “Revert” button.

When it comes to doing real PPC work, of course your new PPC’er will eventually have to post things. The beauty of using Editors is that you can check their work before it goes live. If they’re working in the UI, every change goes live immediately unless they remembered to set the campaign or ad group to Pause – creating a bigger margin for error than I’m comfortable with.

Of course, bulk changes are also way easier in Editors. I said in PPC Chat that years ago, before Editor, we literally had to hire an intern to update ad copy every time our prices changed (I was doing in-house e-commerce PPC at the time). Not very efficient.

Some PPC Chatters felt that the online UIs were necessary for newbies to understand PPC basics. I disagree with that. What basics can you find in the UI that aren’t in Editor? Unless they’re talking about online learning resources, all the PPC basics are in the Editor.

Of course, there are some tasks that can’t be done easily or at all in Editor. Search query reports are a big one. Reviewing SQRs is a great task for new PPC’ers, but they’ll have to run the report within the UIs.

That said, I have trainees export the data to Excel, review it, make recommendations, and then send to me for review before making changes. All they have to do in the UI is run the report.

Enhanced campaigns are also not well supported in Adwords Editor at this time. There are several features, including ad group sitelinks, which are not currently supported within Editor. But a new PPC’er should not be working with complicated Enhanced Campaigns features anyway, in my opinion.

I’m not at all saying that people should never learn or use the UI. I use both Bing and Google UIs daily. But for learning PPC, the UIs are overwhelming. Editors make it easier.

You’ll want to go read the streamcap from Tuesday’s conversation – the whole thing is required reading for PPC’ers new and old.

What do you think? Want to add to the discussion? Share your opinions in the comments!

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Do the PPC Engines Reward the Right Behaviors?

September 6, 2013 By 1 Comment

Years and years ago, when I was in graduate school, I read an article published in the Academy of Management Journal called “On the folly of rewarding A, while hoping for B “. Originally written in 1975, the article was already a classic, even at that time. Still, as with most college reading assignments, I approached it with disdain, prepared to extract what I needed for the next class exam and then forget about it.

I was wrong. The article has stuck with me, all these years later.

The article’s basic premise: “Reward systems are fouled up in that the types of behavior that are rewarded are those which the rewarder is trying to discourage, while the behavior desired is not being rewarded at all.” An example given in the article is businesses who say they are committed to total quality, yet incent and reward employees for shipping products on schedule, even with errors and defects.

What does this have to do with PPC? A lot.

One example of “rewarding for A while hoping for B” in PPC is the quality score conundrum. Ever since Google rolled out quality score in 2008, advertisers have struggled in their attempts to improve it, often to their detriment. The pursuit of high quality scores is frequently at odds with PPC results goals.

Let’s say that an ecommerce advertiser is using PPC to generate sales. ROI is their primary key performance indicator (KPI) – in other words, the advertiser wants the most sales at the lowest cost. But let’s say this same advertiser is also trying to optimize for quality score, and that their PPC manager is measured and rewarded in part based on quality score improvement.

Both Google and Bing have openly stated that click-through rate (CTR) is the primary determinant of quality score. An advertiser must improve CTR in order to improve quality score. So, the PPC manager who is trying to improve their quality score needs to increase CTR.

In ecommerce, though, high CTR often does not correlate to high ROI. In fact, it’s not uncommon to see the best ROI on ads with the worst CTR!

Carefully crafted ad copy will, by design, discourage unqualified prospects from clicking. That’s why it’s a good idea to include product prices in your ad copy – to prevent clicks from tire-kickers who are clicking on ads to compare prices, with no intention to purchase at that moment. Including the price in the ad precludes clicks from price shoppers.

In this case, though, unfortunate PPC managers are faced with goals that are almost mutually exclusive. They need to improve quality score to make a client or boss happy, and yet improving quality score means increasing CTR – and reducing ROI. It’s a no-win situation, because if the PPC manager is rewarded for higher quality score, the company faces a potential decrease in ROI.

Enhanced campaigns are probably the most egregious case of “rewarding for A while hoping for B”. When Google announced enhanced campaigns, they touted the ease of management.

“Tired of maintaining separate campaigns for each device? Good news – now you can’t! Just use bid modifiers instead!” The same thing goes for geotargeting, dayparting, and other “features” of enhanced campaigns – by introducing bid modifiers, Google claims to have simplified account management.

Why did Google develop enhanced campaigns? The prevalent belief is that the current AdWords system had become unwieldy, with features bolted on to the point that it was taxing their system servers.

Enhanced campaigns are Google’s answer to a system that had become, in their opinion, needlessly bloated and complex. In other words, Google launched enhanced campaigns with the hope of reducing the number of campaigns in the AdWords system, thereby making it easier for advertisers.

Alas, Google fell into the “rewarding for A while hoping for B” trap. In their quest to reduce the number of campaigns, they’ve actually increased them.

Google rewards advertisers (or at least experienced advertisers) with a nearly endless number of levers to pull to improve performance and ROI. We PPC managers use every tool in our arsenal to weed out non-converting traffic and improve our conversion rates. We don’t want to pay a penny more for a conversion than we have to.

Enhanced campaigns took away some of our levers, namely separating campaigns by device. We’re forced to come up with crazy workarounds that, more often than not, require more campaigns, not less.

Employing bid modifiers created a similar conundrum, in that we now have to organize our campaigns by bid modifier. Where in the past we may have had two campaigns, we might now have 10: one for each geo, daypart, and device modification percentage.

Google hoped to simplify the AdWords system, but by rewarding PPC managers with multiple levers, they’ve instead complicated the system by an order of magnitude.

Many advertisers also unwittingly “reward for A while hoping for B”, often with distractions and pop-overs on landing pages that pull visitors away from the primary conversion action. Don’t make this mistake! Align your goals with your ad copy, landing pages, and website – and don’t reward visitors for something other than what you’re hoping for.

Editor’s Note: This post originally appeared on Search Engine Watch on June 25, 2013.

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Google Adwords is a Bad Parent

August 29, 2013 By 12 Comments

As many of you know, I’m the mom of twins. They’re 16 and about to start their junior year of high school. They’re great kids – smart, well-behaved, laid back – but at times they try my patience.

What does this have to do with PPC, you may ask? Stay with me – I’m getting there.

When they were younger, parents of older kids said, “Just wait till they’re teenagers. I thought I’d kill my kids when they were teens.” I was horrified to hear people saying this about their children.

But now, I understand. I don’t want to kill my teenagers, but there are days that I think to myself, “I can’t wait for them to go off to college.” The back-talking, arguing, and laying-about wears thin after a while. Not to mention the stress of having two inexperienced drivers in the household all of a sudden. I won’t even go there.

What keeps me sane is reminding myself that these behaviors are totally normal for teens. It’s part of growing up. Teens naturally challenge their parents on the road to independence – which parents ultimately want, right? We want our children to be ready to leave the nest when it’s time. Although we love having them around, we know that they must strike out on their own one day.

And I believe it works this way not only for the teenagers, but for their parents as well. The fact that they test us on a daily basis eases the blow of them leaving home. I felt the same way when they went to kindergarten. While the emotional part of me was sad that my kids were no longer babies, the rational part of me was tired of all-day daycare. The kids were past that and had gotten squirrely. I knew they were ready for the new challenges and opportunities that school would bring.

It’s the same thing with teens. They challenge parents as a way of teaching us that they’re ready for the next phase in life.

In the PPC world, Google is akin to a parent. They make the rules, and we PPC manager “children” must follow them or else. That’s fine. The absence of rules is chaos, and no one likes chaos.

But if Google makes the rules, why do they treat us like regressing toddlers? I’m sure you can guess that I’m talking about enhanced campaigns and the loss of control we’ve experienced as a result.

Search is a maturing industry. On the industry lifecycle scale, it’s still in growth mode, but it’s not a startup, either. PPC managers are becoming more and more sophisticated with campaign optimization.

So why has Google taken away our car keys?

Instead of truly enhancing things by offering bid multipliers for tablets and search partners, they’ve omitted search partner control (AGAIN) and taken away tablet bidding altogether. What a disaster. Just this week I lamented that one of my clients is paying $1.94 per click for desktop and $5.10 for tablets. Are you kidding me Google??? Why????

The complete lack of control over search partners continues to frustrate me, too. It feels like the times that I ask my children to do something over and over and over and over and they still don’t do it. But with my children, I can enact consequences for their disobedience. The only consequence I can impose on Google is to stop spending money there – which in most cases is cutting off my nose to spite my face. It makes no sense to stop advertising where all the traffic is.

So, I’m stuck with Google and its all-or-nothing setup. Either I advertise on all search partners, or none of them. I have no way to boost bids on high-performing partners and turn off low-performing partners. If search partners as a whole are doing better than Google search, I can’t increase my bids (and pay Google more money). And I’m stuck with tablets – either I accept the (frequently) poor performance or I turn off my campaigns altogether. Can anyone say Bing Ads?

And don’t get me started on the foolishness that is display placements on tablets. Google’s treating us like toddlers in this case. Sean Marshall did a great writeup over at PPC Associates on tablet display lunacy. His post is a must-read.

The kicker of all this is, Google already has Adwords Express for inexperienced advertisers. It’s pretty much a disaster as is, and I don’t recommend it, but if you’re looking to get started in PPC in a simple way, Google offers that. Why not put all the “basic” or “standard” features in Express, and then create an “advanced” version for the rest of us with all the levers and dials? Kind of like video games: there is a simple mode with just a few controls, and there is an advanced mode with lots of options. When I’m playing video games, I want to keep it simple; when I’m managing PPC, I want all the controls.

Google, please stop treating us like children. Many of us are PPC grownups. Please give us the control we’ve earned.

Are you as frustrated as I am with the lack of control in Adwords? Have a teenager that’s trying your patience? Just want to vent? Share in the comments!

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