SEM’ing Like A Boss: My 4 Rules Of Testing

It can be daunting when it comes to PPC optimisation and evaluation. You never start from the same place and it can be easy to lose track of your optimisation history (without meticulously going through the change history). The worst case scenario is mistakes are made and fly under the radar until the consequences of the mistake are felt. Spending my working days immersed in the AdWords dashboard, I’ve compiled … Continue reading

Why You Shouldn’t Freak Out About Google Removing Exact Match Keywords

RIP [Exact Match] Spelling snobs recoil in disgust for Google has forgiven the literary challenged by removing an option in the exact match settings. Google has made it compulsory for advertisers to opt in for close variants in exact match keywords. Up until a few days ago this option was a default setting that you could opt out of if you wished.   Opting out of ‘close variants’ in exact … Continue reading

Google Adwords Opportunities: Think Before Taking Action

I love working within the Adwords interface, not only does the data challenge you on a daily basis but once in awhile it throws you a curve ball without warning and up pops a new Beta product. This happened to me again the other day when I was examining the Opportunities Tab. For people that are not aware of this Tab it contains recommendations by Google that can improve your … Continue reading

Maximising Ad Space with Expanded Text Ads & Ad Extensions

As Google rolls out Expanded Text Ads for AdWords users, it’s important to note that the additional characters you gain from Expanded Text Ads are just one focus area for capturing your target customer’s attention. In this post, we’re going to show combinations of Expanded Text Ads and Ad Extensions that will help you draw the eye to your ads and make the most effective use of your Google AdWords … Continue reading

Should I Bid On Competitors’ Keywords?

Bidding on competitor’s brand names is quite common in many industries. If done correctly, it can result in a fast performance improvement and get you a valuable share of your competitor’s traffic. It is more or less accepted from Google’s side as long as you follow their ad policies and don’t include trademarked terms in your ad creatives. On the flip side, it can cause serious damage in the long … Continue reading

Keyword Planner Restrictions Imposed For Low Spending AdWords Accounts

A few weeks ago I opened the Google keyword planner to do some research for one of my clients. It’s an everyday task for me, so imagine my surprise when I was suddenly shown this message: “To use Keyword Planner, you need to have at least one active campaign”. Image credit. After a moment of confusion and several page reloads I found out that Google had announced some major changes … Continue reading

All You Need To Know About Google’s New Expanded Text Ads

Two weeks ago, Google made an announcement that they were implementing` one of the biggest changes in their text ads in over a decade. After a Beta phase starting earlier this year, expanded text ads (ETAs) are now the standard for every AdWords user as of July 26th. The previous ad format won’t be able to be created after October 26th, however, Google did not announce yet when it will … Continue reading

AdWords Gets A Facelift…Finally!

A lot has happened since AdWords last updated it’s interface. The first African American President, Barack Obama, was elected, then re-elected, we had the Beijing & London Olympic Games, Bill Gates retired from Microsoft, pop icon Michael Jackson and Apple CEO Steve Jobs passed away, and the UK voted to leave the European Union. While the AdWords changes won’t have the same impact on the world at large, it certainly … Continue reading

Balancing Brand Awareness & Lead Generation in Search Campaigns

Often businesses choose Search Advertising because it drives immediate traffic and generates leads more quickly, therefore Search has been taken as a go-to channel whenever businesses want a quick fix. However, the potential of Search to be a more integrated platform within a long-term strategy is often underestimated. This article elaborates how both lead generation and brand awareness can be achieved by an integrated search strategy. Lead Generation In online … Continue reading

Cross-device conversion-tracking on Google AdWords

This morning, I woke up, did some reading at home using my tablet. Then I hopped on the bus and caught up with news and emails using my phone. Once at the office, I turned on my laptop computer and started working. Sounds familiar? That’s because nearly everyone is constantly connected to the Internet across several devices, each day. This is what Google calls micro-moments. Again according to Google, 61% … Continue reading