According to Google, about twenty percent of the queries that they receive on a given day, have not been viewed in the last three months. Some can avoid being part of this undesirable group by using broad match to help improve quality score. Quality score is determined by many variables including: historical performance of your account, landing page quality, and historical click-through-rates of your keywords. First, when you use broad match with Google Adwords, it automatically generates a list of relevant variations of your keywords. Here are some things to consider before using broad match for your campaign:
Benefits of using Broad Match
Save time. Instead of spending time building lists or by testing via trial and error, broad match covers all different variations of your keywords.
Save money. If an ad isn’t doing as well based on a certain variation of a keyword, the broad match system will automatically stop the ads and search for other variations.
Utilize data for trends that you might not see otherwise. Using broad match gives you traffic trends and results from trying different variations of keywords.
Help attract more web traffic to gain clicks and conversions.
Broad Match isn’t Right for You
An ad campaign for a brand conscious company may not want to stray away from their strict control of keywords; this means giving up clicks in order to maintain the brand.
If you are on a limited budget and already spending all your funds on your keyword advertising campaign, broad match may not work for you.
If rearranging the order of your keywords will cause a different meaning, broad match may bring you untargeted traffic.
Overall, broad match can help you be successful in getting more clicks. When properly managed, it can be cost effective and help you gain consumer insight about your products and services.
We’ve been working on improving our client’s Google Quality Score for our paid search clients and we recently asked our dedicated Google team the following question:
How long does it take to improve the Google Quality Score?
For those of you who are new to paid search, Google now provides your ads with a quality score. The above link goes more into detail if you’re interested. In short, Goolge wants to make sure that they’re providing relevant ads for the search and will reward you if your ad and landing page relates to the search phrase.
Here’s the response from Google:
There really isn’t a set time frame. All we know is that changes to Quality Score will not happen immediately. The system may take up to a few weeks to reassess the keyword’s Quality Score in the context of the ads and landing page. Please note that during this time you may see stronger fluctuations in Quality Score than usual, as the system processes the new information.
Well Google is at it again with another new site. This brings the Google site count up to 6,341*. Wow! There newest addition is for advertisers! There’s plenty of information on it which will help you in the advertising world. There’s a great case study on the home page which is a ‘worst case’ case study of a pet stick campaign. I love it! I’ve inserted the image here for a laugh.
The pet stick case study shows you the various tools you can use to market your product which I hope is better than a pet stick. Although I’m sure people would buy the pet stick! So from media planning, new keyword tools, buidling a social media site through OpenSocial, setting up ads on Google, creating a YouTube video, engaging YouTubers, (just learned this is an actual word) you can see how Google can help. The site gets into how TV and mobile ads work as well.
It just occurred to me that a lot of these free tools were companies that Google bought out. We’re actually in the process of creating a tool for our clients so maybe Google will try to buy us out in a few years. We shall see! Please forward this blog URL to Larry Page and Sergey Brin (Google Co-Founders) so they can start preparing for the buyout!
* just kidding – I’m sure there are plenty but I just picked this number out of thin air 😉
Well if you’re still not convinced that YouTube and video marketing is important to your search marketing campaign the below numbers will blow you away. The Google properties (just in case you didn’t know, Google bought YouTube several years ago for several billion dollars) tallied over 100 million video views in October, 99.5 million of which were on YouTube.
In the upcoming months we will be blogging more in depth on how to drive traffic to your site and/or blog through video marketing. There are millions of potential customers on YouTube and we hope to help our readers crack the YouTube code on website video marketing. Stay tuned!
We had a great turnout for our event last week. Please contact us if you’d like to be on our mailing list of free workshops. The next event will be held in early January. You can view a short video recap of the event here and also see the slides from the event below.
Google just released a great SEO starter guilde that I have skimmed through and plan to tackle in the next week. It covers the basics and is coming from the mouth of Google so the information has to be in line with their standards. I think this will be helpful to anyone new to SEO or if you’re trying to do search engine optimization (SEO) yourself. The information here will be helpful across all of the major search engines. I’ll post a blog after I’ve reviewed and give an unbiased review. It’s a 22-page PDF that covers some of the following:
Meta Tag Descriptions
Creating Quality Copy
Anchor Text (Links)
Please post a comment if you get a chance to review this.
I’d recommend using Google AdWords Editor if you manage over 100 words for your pay per click campaigns. Google is at it again with a new version just released. You can download AdWords Editor 6.5 and load your user ID and password in and be managing your account within minutes, We’ve been using the editor for a few years now and it saves us hours of frustration, tears, and sweat on a weekly basis.
A few of the new features from the latest update:
Horizontal scrolling when viewing data
Updated calendar so you can view statistics
New keyword opportunities tool (my favorite!)
A few of the existing features that have saved us hours of work:
Easily copy or move keywords or ads between ad groups and campaigns
It’s baffeling to me sometimes to think of all the different departments at Google that are just working on one aspect of the great company that provides so much more than just search.
Well if you’re reading this chances are you’ve heard of Matt Cutts but if you haven’t, he’s a rockstar in the search marketing space. He’s also know as the spam czar at Google. He heads the spam team at Google and speaks often about SEO and “whitehat” techniques. Whitehat is a term in the search marketing space that refers to tactics that are permitted by the search engines and blackhat refers to ways people try and trick the search engines. This video goes into ways you can do SEO through your blog with whitehat techniques. I’d recommend staying on top of Matt Cutts blog.
I’d love to hear some feedback on this video. Please feel free to comment.
Just read this interview with Larry and Sergey, the founders of Google, and was inspired to post a link here. This interview was done when Google had 6 employees! Larry and Sergey both saw Google as being a leader in the search space back in a time when the dot-coms were ramping up to hit the ceiling in the dot-com bubble explosion in March 2000. They continue to drive inovation and are continusioly coming out with new products and improving on their current products. emarketed strives to learn from Lary and Sergey and hope to one day bring emarketed to the eyes of the public as one of the worlds premeir web marketing design firms.
I’m going to be frank with my opinion here. Just because Google is an innovative, booming company, one which will change—and probably already has changed—the way our world accesses and manages information, that doesn’t mean by any stretch of the imagination that Google should be treated with some sort of ivory-tower, holier-than-thou deference.
Believe me when I say, Google is as successful as it is specifically because they have done so much to shed the image of traditional mega-corporations. If you tried to call up your brokerage firm for some support and advice, you might get it, eventually. If, however, you are running a Google Adwords or Adsense campaign and you find yourself needing some questions answered, Mr. Google is more than happy to put down his trillions and his yacht and answer your phone call.
This sounds funny, but I mean it. Google has revamped the image of the consumer-conscious company. Their customer support professionals managing the Adwords and Adsense departments are nothing short of spectacular when it comes to helping you iron out your difficulties. But even though I’ve seen this in my own business and with dozens of eMarketed’s clients, some members of our industry fail to realize the significance of Google’s strong commitment to customer service.
In short, if your online venture should take you past the gates of Google, don’t be afraid to knock. They are not your average company. They do not want to be your average company. They want to be bothered, constantly. Their young employees play video games at work and eat gourmet meals three times a day. However, as a testament to their hiring process, Google is staffed entirely with young upstarts who will drop their unicycles and forks at a moment’s notice to answer a client’s call or email. These kids are dedicated to their job, period.
Google’s goal with creating Adwords and Adsense was to level the playing field between the small business and the mega-corp. As a result, small businesses have a leg up because they’re used to handling issues with suppliers and other businesses face-to-face or over the phone. Larger and more traditional businesses will have to adapt their thinking or be left in the dust when it comes to customer service and business solutions in the post-Google Age.