Strategies for RLSA Success
By: Lindsay Walker
AdWords Remarketing for Search Lists Ads is a feature that allows for advertisers to serve search ads to people who have already visited their website. Utilizing this specific tactic comes with its own dependencies and strategies independent of traditional PPC advertising. Lindsay covers five strategies that you can use today to maximize success with remarketing for search list ads. These strategies include:
- Leverage Brand Loyalty
- Push New Products
- Maximize Niche Promotions
- Squeeze More from DSA Campaigns
The RSLA also do have their own challenges and limitations, but Lindsay has you covered with explanations on how to address these issues.
6 AdWords Optimizations Using Dimensions Reports
This post takes a look at some unconventional ways to use Dimensions reports to optimize and manage your AdWords campaigns. The six tips are as follows:
- Optimizing Bids And Extensions With The Campaign Details Report
- Optimizing Bids And Account Structure With The Ad Group Details Report
- Check AdWords Account Health With The Top Movers Report
- Optimizing With The Paid & Organic Report
- Optimizations With The Destination URL Report
- Shopping Ad Optimization With The Search Terms Report
The great thing about these reports is it forces you to think outside the box in what we usually look to measure and diagnose issues surrounding our campaigns. Make sure to head over to Search Engine Land to read all the details!
5 Steps to Plan Your PPC Account Restructure
To preface this post, I would like to direct you to the article that lead to the action plan laid out in Joseph’s post today: 55 Questions to Ask Before Restructuring a PPC Account. The fist article covers tons of good points concerning questions we all need to ask ourselves when put in charge of an existing account – for whatever reason. Sometimes, a full blown account restructure is not appropriate. This follow-up post lays out a plan of action to follow if and when an account restructure is needed. Here are the steps:
- Define Specific Goals for the SEM Program
- Delineate the Core Issues of the PPC Campaigns
- Determine the Appropriate Optimization Tactics
- Create the Restructure/Optimization Schedule
- Establish Performance Parameters and Notifications
Account restructures should not be taken lightly, especially for larger, more complex accounts. however, sometimes this is precisely what needs to happen for the client to be happy at the end of the day. be sure to check out Joseph’s post in detail.
n] What makes an effective ad?
By: Kathleen Garrity
As much as I love lengthy posts, guides, and articles, sometimes the most useful information comes to light in conversations between other professionals. This is why I recommended checking out the community over at Inbound.org last week. Forums, communities, and social networks are a great place to learn and engage other experts in discussion revolving around a multitude of PPC related topics. We discovered an interesting series of discussions in the AdWords Community and wanted to share with our readers. Check out the conversations around effective ads and all the other great threads courtesy of AdWords!
AdWords Innovations – May 5th
We also wanted to pass along the announcement for a special live event at the AdWords blog from Google! The focus of the event is mobile, with timing lining up perfectly with the massive Google mobile algorithm update slated for April 21st. Read the official release from Google and register for the live stream here.
Machine Learning With AdWords Scripts And Google Prediction API
By: Russell Savage
If you are into Science Fiction then you may love this post – except fantasy is really becoming reality with Google Prediction API. We are going way beyond simply extracting data into excel and building models around the data to predict future performance. Now, we can use the power of automated scripts to analyze data sets that used to take PhDs months to extract and build models around. I would consider this an intermediate to advanced technique, but even those with no programming knowledge should find the instructions pretty straightforward and easy to follow. Check out how it’s done and let us know how it works for you.