17 Şubat 2013 Pazar

Get Your PPC Account In Shape for 2013

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Make sure your year gets off to a great start by doing aquick audit on your search marketing campaigns. Here are a few quick ways toimprove the health of any AdWords account:
1. Use separatecampaigns to target search, display and mobile adsWhen you create a new campaign in AdWords, it will show yourads on the Google Display Network (GDN) by default. While this is a great placeto find more customers, you should have separate campaigns for showing your adson search results pages and on GDN so that you can take advantage of the bestpractices for each.
Also create separate campaigns for ads that appear on mobilephones so you can point users to your mobile landing pages. If you need tocreate mobile landing pages, Google can help through their site HowToGoMo.com.
2. Ad groups shouldhave multiple ads and under 20 keywordsIf you’re frequently editing your account, its structure canget out of shape. Ideally all ad groups will have at least 2 ad text variationsand no more than 20 keywords. When you have multiple ad texts, Google canautomatically show the best performing one to get you more clicks andconversions so it’s a good idea to always be testing multiple ad variations. Ifyou find an ad group with too many keywords, chances are you can split it intosmaller ad groups where you can create ads that are more relevant to theirkeywords. Here are a few more thoughts on the ideal AdWords ad group structure.
3. Make sure you’retracking the right conversionsTracking conversions is critical to understanding what worksand what doesn’t so make sure you’ve got the conversion tracking codesinstalled on your site. Over time, it’s possible that your site structurechanges and that you’re no longer tracking the right pages so the start of theyear is a great time to go through the list of business outcomes you want yoursite to deliver and to confirm that these are all tracked with goals inAnalytics or conversions in AdWords.
4. Take advantage ofall the latest featuresAdWords is adding new capabilities all the time. Just in thepast quarter they started showing engagement metrics from Google Analytics sothat you can see which keywords bring you the most engaged visitors and theyadded the ability to quickly make bulk changes so that you can do afind-and-replace across all your ad texts. Subscribe to a blog like Google’sAdWords blog or follow experts on Twitter so you’ll stay in the knowabout all these changes.
Frederick (“Fred”) Vallaeys joined Google in 2002 to help AdWords grow into a leading online marketing platform and he served as the AdWords Evangelist until 2012.  Now he runs his own marketing business,Top Tier, to make online marketing more accessible to small businesses through education, tools and services. He speaks at numerous events, including the annual ASBDC conference, helping companies get their business online and grow through online marketing and technology. Read Frederick’s online marketing blog, follow him on Twitter, Facebook orGoogle+.
Frederick on Google+


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