AdWord Excelizer .com

This is an interesting presentation on how Google Analytics’ reports can help in fine tuning our adwords campaigns.

Stephanie Hsu went through
a. Linking Analytics with Adwords account (at account level instead of MCC)
b. Search Engine Report
c. Bounce Rate Report
d. Adwords Campaign Report
e. Keyword Positions Report
f. Goals
g. Ad Scheduling & Budgeting
h. Optimizing Ad Texts & Ad Delivery
i. Other tips (i.e. top ten referral sites, etc.)

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I have been looking for a more technical description on Advanced Match and Standard Match of Yahoo Search Marketing. Unlike Google Match types of Exact, Phrase and Board match, this Advanced & Standard Match types that Yahoo used are not intuitive.

I have been guessing what exactly Standard Match is covering. For instance, will search term in different order triggers my ads, if my keyword is set at Standard Match? (Answer: No, it should be set as Advanced Match in order to trigger my ads.)

This is the detail descriptions of Match Types in Yahoo’s own words…click here.

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Chris McNeeney, the author of Affiliate Project X and Day Job Killer, wrote on three techniques that will improve your Adwords success rate. I think it is interesting.

First, it is about bidding on very specific keywords which is the product brand name. I admit that some of my successful adwords campaigns are those that bid on specific brand and model.

Second, it is about tracking the keywords. Yes, it is hardwork and, yes again, my experience is that I have to track. No other choice.
Third, on how to select clickbank products using adwords’ impression. Once you have a campaign running on a new clickbank product and bidding on the default keyword(s) of the product, Adwords’ impressions shows demand growth of the new clickbank products.

Read the original article at associateprogram.com.

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You can use JOCE to create numerous variations for the entire keywords of your AdGroup quickly. Yes, in one click. You can add converting keywords like “buy”, “cheap”, etc. You can add variations like adding hyphen, eliminating space between words, etc. You can ride on users’ strange habit of adding “com”, “www.keyword.com”, etc. If you want to replace space between words with hyphen or plus sign, just click on the relevant button. The keywords in the entire AdGroup will be updated. Also wrapped, etc.
A list of standard variations avaiable in JOCE

Click to see a bigger picture.

Click on grey buttons to create the variations you desire for your whole AdGroup.

How to add ANY words into current keyword phrases of your entire AdGroup?

Step 1: Key in the word(s) that you want to add in cell I27, which is denoted as *(1) as indicated at the left side of the cell.
Step 2: Click on the grey button or select the dropdown list as per the image above, depends on where you want to add the word(s) in the current keywords.
Work on the original list, make variations out of previous variations.

Create your own variations of keywords
You can key in any keywords into the cells denoted with *(1), then choose relevant button to place the keywords into specific location of keywords phrases. You can replace certain keywords by key in to *(1) and *(2), and click on “Replace *(1) with *(2)” button.

Change on change OR change on the original keywords

When you are creating new variations you can always decide whether you want to
a. make variation on the original list of keywords, or
b. make variations on the preceding changed keywords.

For instance, after adding “buy” on the original list of keywords you may want to add “bargain” on the original list of keywords without the words “buy”. For such change, make sure you put a tick at the above checkbox. Another example, after you replace spaces between keywords with “hyphen”, you may want to add “.com” on this “hyphened” words. In such a case, do not tick on the checkbox.

Work on ONE word only, instead of the whole column

If you want to change one selected word out of the entire column, remember to untick the “Entire column” checkbox (see image above). Subsequently you can create variations and change on highlighted keywords.

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How to get your cost per click cheap? Make sure Quality Score (”QS”) of your keywords are high. Read the overview from Google Adwords Help Center.
For high Quality Score we need to have:

a. Keywords with high historical CTR (good ad copy and appropriate use of negative keywords)

b. Relevant Ad Text with the keyword (I have done an experiment: Keywords that are included in Ad Copy give me a lower minimum CPC. Google wants advertisers to create more targeted Ads for smaller group of keywords.)

c. The quality of landing page?! This is a newly added factor. Google specifically gives guidelines on landing page for quality score. One of the criteria for a good QS is “Ensure that your landing page is relevant to your keywords and your ad text”
By now we probably realize one thing: For a high QS and cheap CPC keyword, make sure the keyword that trigger our ad appears in our ad text and appear in the landing page! (off course not forgetting to use negative keywords to drive up your CTR.)
It leads to one conclusion…more works in creating a finer and more focused Ad Group, relevant ad copies and landing pages for various Ad Groups.

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We all know negative keywords are important, however, most people under estimate its importance.

Basic

You can find the basic on negative keywords at Adwords Blog, matching options in Google Help Center, specific discussion on negative keywords in Google Help Center. Negative keywords filter unrelated keywords that we don’t want them to trigger our ads. For instance, if I am promoting The Apprentice DVD or download with broad match The Apprentice, a user search on The Sorcerers Apprentice would triggered my ads. In order to filter users who search for The Sorcerers Apprentice, I would added Sorcerer and Sorcerers as negative keywords.

Negative keywords affect keywords with Exact Match

From my experience and emails with Adwords Support team, it seems negative keywords affect CTR of Exact match. The Ad Rank of the Ads that are triggered by these Exact matched keywords is affected by lack of negative keywords. In one of the email reply from Adwords Support, it was stated that “For historical CTR, keywords in the three different matching options would share the same historical CTR.”

In such a case, a low CTR of Broad match and Phrase match will pull down the Ad Rank of Ads triggered by the exact match of the same keywords. When we use all match options in our campaign, we cannot afford to have without negative keywords.

For example, if we have
1000 impressions with 20 clicks for the apprentice,
1000 impressions with 30 click for “the apprentice”, and
1000 impressions with 100 click for [the apprentice]
What is the CTR for Ad Rank when the exact keyword [the apprentice] triggers an ad? 10%? Not really. From what I understand, it is 5% (140clicks / 3000 impressions)

So, when you use more than mere exact match in a campaign…you must have negative match.

How to use negative keywords correctly?

Negative keywords prevail over all other match options. For instance, in the case below:
-tennis
red tennis shoes
“red tennis shoes”
[red tennis shoes]

All the above keywords (including that of exact match) will not trigger ads. I do aware of other opinions in certain forums that the exact match will trigger ads despite the negative keywords. However, this was what I experienced and confirmed with Adwords Support.

Where do you get negative keywords?

Under your nose.

There are two places to get negative keywords, and both places are under your nose. First place, when you get a list of keywords from a source, DO NOT throw away the unrelated or unwanted keywords. Turn them into negative keywords. Second place, when you realise that a keyword does not convert, do not just delete it from your AdGroup. Turn it into negative keyword!
Here is another good write up on finding negative keywords from various places.

Quickly convert keywords into negative keywords with AE

Use Adword Excelizer.

First, carefully group the unrelated/ unwanted keywords into one column. Then, in one click, the entire column of keywords are turned into negative keywords, copied and ready to be pasted into text box in Adwords.

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AE Grouping Wizard is our solution to simplify the daunting task of grouping long list of keywords into multiple AdGroup. It doesn’t require any sign up. You can just download it here.

It works like this.
Step 1: Select keywords
Step 2: Click “New AdGroup” button. Done.

The selected keywords are removed from the original list and are moved to a new AdGroup. The original list is sorted as well. It is an extremely quick way to sort out your keywords grouping when you obtain raw lists of keywords from various sources, i.e. keywords tools, web keywords suggestion tools, etc.

It also comes with a demo inside the Excel template to show how it works.

Here is the graphical illustration.

Step1:

Done! As below.

Download Adword Excelizer Grouping Wizard.

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When we activate Search Network at Campaign Setting, how do we know which search engines that our ads or creatives will display?

Search-this.com has a very interesting interactive chart, called Search Engine Decoder (Relationship Chart), to identify which search engines receive the Ads feed from Google and Yahoo (overture).

Go to the web site to check it out. First click on Google in the image and follow the yellow arrow to see how the paid ads are flowing.

You should able to find out the search engines included in Google’s search network are:
1. Lycos
2. AOL
3. Alexa
4. Netscape
5. AskJeeves
6. Teoma
7. Hotbot

You can also find out from the chart which search engines that your Overture’s ads appeared.

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This is the quickest way to group your newly acquired keywords into various AdGroups.

Step1:

As illustrate in the image below:

1. Click on “Selection to NewAG” button.
2. A dialog box will prompt you to specify range. Select the keywords within the column with click and drag. For non adjecent cells, press [ctrl] button and click.
3. Click the “OK” button of the dialog box.

Step2:

A new AdGroup is created as the image below. Done.

Sign up to download free AE beta.

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This is one of the most interesting threads I read recently. It is from WebmasterWorld.com…Google Adwords rules of thumb. It was started by a new member and joined in by many Adwords experts.

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