Why Adwords Editor?

There are thousands of pay per click (PPC) advertisers in this world who use Adwords for their day to day advertising and website traffic needs because it is an easy interface with clearly defined instructions on every step. There are so many tools available for free in Adwords for their advertisers. Such as analytics, reporting, ad preview, ads diagnostics, disapproved ads, keyword research tool, search based tool, traffic estimator tool and adwords editor.

I would like to talk about Adwords Editor because it makes your work faster and easier. You can download this tool from tools options available under OPPORTUNITIES tab. Click on "MORE TOOLS" option to see all the tools that are available under Adwords. The last tool that is mentioned in the list is "Adwords Editor". Download it and install in your system. You can find it by searching on Google also and download it. It is freely available for everyone.

Following are the things you can do easily with Adwords Editor (Assuming net speed of 256 kbps):

1. Bulk upload a campaign with thousands of keywords and multiple adgroups in minutes.
2. Edit bids of multiple keywords in few seconds.
3. Change the existing ads by deleting old ones and adding new ones.
4. Review all the changes to be done.
5. Export whole account in Excel sheet for creating backups of important settings.
6. Import backup of whole account through Excel sheet.
7. Works offline so you can keep your campaign changes ready, even if you cannot access internet and post the changes whenever you come online.
8. Replicate or shift the ads & keywords from one group to another by just drag and drop.

When you get use to Adwords Editor your worry of account management will be reduced. For small business advertisers who cannot hire a resource for his campaign management can really benefit a lot with this tool.

To learn more about Adwords Editor you can contact us to get detailed answers.

Clickadtrix- An Introduction (PPC, SEO,SMM)

Clickadtrix:Online Marketing Services

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PPC Proposal by Clickadtrix

Pay Per Click or PPC Proposal

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Google Adwords is the advertisig interface of Google through which advertisers can post their ppc ads on Google search and content network. Anyone can signup in Google Adwords and create his campaign without any knowledge of coding or programming. But everyone cannot create a successful campaign in Adwords. Most of the advertisers end up spending high for their ads and stop running their campaign and move towards conventional advertising options. It Just require some patience and lots of reasearch to know about Adwords.

Google provides certifications to the people who have worked on Adwords and studied it well. This certification is called Google Adwords Professional Certification, which is not so easy to clear. There are certain terms and conditions to appear in the exam which you can Read Here.

After being a certified Google Adwords Professional you get the credibility that you are well versed with all the operations of Google Adwords interface and you are the expert in handling PPC campaigns. After clearing GAP exam following are the responsibilities of any Google Adwords Professional:

• Choosing the best structure for any PPC campaign.
• Choosing correct keywords with correct match types.
• Writing effective ad copies that comply with Google policies.
• Doing time to time bid optimization to ensure correct ad positions.
• Looking after best and poor performing elements of the campaign regularly.
• Smart selection of timing and budget for the campaigns.
• Selecting correct landing pages for every keyword.

There are uncountable qualities of an Adwords Professional. The major benefit of hiring a professional for your PPC campaign is that he knows how to better implement your money to convert it into great ROI. Clickadtrix has Certified Google Adwords professionals who can manage any kind of PPC campaign under compliance with Google Adwords Policies.

Online Marketing Data Analysis and Graphs

A very important step under campaign optimization is analysis of data. What is PPC data? Where it comes from? How to use it for account optimization? Why it is so important? Are some questions that can arise in the mind of any person who is new to PPC. But experienced PPC Professionals can just play with it like a cakewalk.

PPC data includes the details of impressions, clicks, CTR%(Click Through Rate), conversions, CR%(Conversion Rate), positions, bids, Keywords, Creatives, Adgroups that falls under PPC Campaigns.

There are three ways to get the PPC Data. First is very simple run a report in Adwords it will show data on the screen after completion of report. But in this case you cannot filter or alter the data after being generated. The second way of seeing the data is export the report in an excel sheet. The excel hunks use the excel formulas, tables and graphs to arrange the data in such a manner so that they can reach the conclusions easily. The third way to see the data is to use third party applications such as Dart Search, Make Me Top, Omniture etc to view the data and optimize it at the same place.

PPC data is basically collected to reach the conclusions and optimize the account accordingly. One simple example can be of few keywords in the account that are getting lots of impressions but no clicks, it concludes two things: one can be the position of those keywords is very low or another thing can be that adcreative is not attractive enough to catch the visitors. On the basis of these conclusions one will check for the position, current bid of the keywords and the adcreative associated with those keywords and then change them accordingly.

Data analysis is important because almost all the decisions regarding optimization are taken on the basis of data trends.

Graphs are equally important as the numbers in a report. It always backs your numerical facts. Mainly for them who have a boss who always want reasons and analysis for every action taken in the account (just joking).

Selection of Keywords for Paid Online Campaigns

Keywords are very important element of online marketing whether it is SEM or SEO. For searchers it is just a query but for advertisers it is a key to reach their prospect customers. So while selecting the keywords for advertising campaigns advertisers need to be very careful specially for paid search because cost factor is involved.

Following are the types of keywords that should be always included in the campaign:

Directly Related Keywords: Few people call them core keywords, these are the keywords which are extracted from the landing page and defines the products and services offered in the website directly. No tools are required to prepare a list of main keywords and it is recommended to prepare this list by manually going through the landing page, so that the chances of missing important keywords are very rare, and the domain understanding will also improve.

Indirectly Related Keywords: These could be the synonyms or not closely related keywords. These keywords will not be present in the landing page but are somehow related to the products and service offered. Such keywords need to be chosen carefully considering the point of view of a searcher. Advertiser should think like a user and pretend if he is searching through that keyword what possibly he will be looking for? If more than 70% probability looks to be in favor of your product then there is nothing wrong in using that keyword. While compiling the ad copy for such keywords advertiser need to take care that his offers and intentions are very clear to the user.

Long Tail Keywords: These are the expansion of the directly related keywords which are very specific. If a user searches through those keywords and lands to the website with the help of ad displayed in the search engine, his chances of buying products or services are very high. For example there is a directly related keyword "XYZ SIM CARD" the long tail keyword could be "BUY XYZ SIM CARD ONLINE", which means a person using this keyword is definitely looking to buy a SIM card online. There will be very less searches on these keywords but if it happens and turns into a click then it is very easy to advance it towards a conversion, because the keyword and ad creative has already done their work of getting a very targeted user to the site.

Misspellings and Mistakes: These are the main keywords or indirect keywords with wrong spellings. Making mistakes is a human nature so out of thousand searchers at least hundread could be making typing mistakes. If advertiser use such mistaken keywords for showing his ads then chances of competition on such keywords will be less and he has to pay less for clicks.

There are certain other types of keywords which are not very helpful for conversion centric campaigns, which are as follows:

Non-Related Keywords: Such kind of keywords can be used when the purpose of advertisement is only "Branding" and nothing else. Suppose you are selling "baby dolls" so the non-related keyword could be "kids wear" assuming that a person who is looking for cloths for kid can also be interested in knowing about "baby dolls", but that person may not be interested as well, the probability is 50% which is not so good. Such keywords will be costly because of non-relevancy and the chances of conversions will be very less. So not to use them if your cost and conversion targets are very tight.

Competitor Keywords: Using competitor names as a keyword is not a bad idea if the purpose is just receiving few more clicks. Conversion chances are very rare because if a person is looking for a particular brand his chances of going through other brands is very less and then conversion is the least. It can be useful only if you have better offers or prices then your competitor's.

It was all about kinds of keywords to be or not to be used for the campaigns. Then comes the Sources to collect keywords for your campaign:

Product or Services Landing Page: The very traditional and easy way of collecting the keywords. As said earlier that if the keywords are researched manually it helps in understanding more about the product. But it is suggested only for main set of keywords, for other keywords take help from tools or other sources.

Keyword Suggestion Tools: There are many free keyword tools that help in getting more related keywords or the synonyms of the keywords. Give below is the list of some famous tools:

• Google Keyword Tool
• Wordtracker free keyword suggestion tool
• KeywordDiscovery free search term suggestion tool
• Good Keywords
• KeywordSpy

Competitor Landing Page: Apart from keyword suggestion tools the competitors landing pages are good source for keywords. Sometimes competitors use such words in their content which is related to our services also and is useful for us. So like we extract main keywords from our landing page it can be done for competitor landing page also.

Competitor Meta Tags: The competitors website, which are showing at top positions in organic listing can be a good source of keywords. As keywords are main element for SEO also, so we can take help from there. If the competitors are at top rank that means the meta tag keywords are performing for them and we also can "try" such keywords in SEM.

Search Engines: No one actually care about this source but it is very useful source for keywords some times. If you search any of your main keywords in a search engine you will get thousands of listings in natural results and some sponsored results, if you read them carefully you will find that in the descriptions or titles there are many related keywords that can be used for the campaign. As all the search engines work towards returning relevant results you will get lots of related keywords there.

Blogs, Articles, Collaterals, Newsletters etc: The related articles, newsletters and readable stuff also give good set of keywords but it is very tedious and time taking process because most of the articles use similar keywords. To avoid wasting time use keyword tools that return keywords if you feed a url in it like "Google keyword tool".

Apart from above mentioned techniques of selecting keywords for a paid search campaign there could be many other small-small techniques. Keywords are the only medium to interact with the prospective customers in paid search space. It just takes a little time for thinking to find the useful keywords for a campaign. If you don't have enough time then write me about it I can think for you.

Google Quality Score

Quality Score is a Google Adwords term which is based on certain factors. This works like an interface assigns some points to each keyword out of 10 or 100, and highest the numbers means highest quality score and the highest quality score means high ranking in search engine. Quality score is very important for an advertiser because with good quality score your cost can be reduced to almost half without any effect on clicks and impressions.

Following factors directly effect Quality Score:

1. CTR% of a keyword: Low CTR of a keyword specifies that the ads shown on that keyword are not getting clicked and therefore are not of user interests. There could be two reasons for low CTR- lower position or irrelevant ad. It can be overcome by increasing the bids to show the ads at higher position or change the adcreative. Increasing the bids may increase the cost for some time but after achieving good CTR, minimum required bid goes down. But sometimes keyword remains costly because of the competitors bids and in such case the cost will not come down.

2. Relevancy: Relevancy is important for Google to decide that their end users (searchers) are getting best results and are not misleaded. Relevancy should exist between three elements - keyword, adcreative and the landing page. If an advertiser is able to crack this relevancy theory then he enjoys the top rankings without bidding high for his keywords.

Apart from above mentioned main factors there are certain hidden factors that are never disclosed.

Sometimes even with a Good CTR and relevant set of adgroups, keywords remain costly and don't give good results. For such cases the hidden factors could be responsible which can be your competitors quality, their landing page, your landing page problem or anything that you don't know.

Similar term is used in Overture as Quality Index, but in overture adcreatives are scaled rather than keywords. Fundamentals for measurement are same as adwords CTR, Relevancy and Other Hidden Factors.

There is nothing like a Quality Score or Quality Index in most of the search engines but they also use the same factors for ranking the keywords. So wether there is a name for this thing or not but ranking procedure works similar on all the search engines.

Always manage your campaings keeping in mind the known factors for achieving high quality score, it gives success not all the times but most of the times.

Read the Related Google Adwords Learning Center Lesson through the following link:
http://www.google.com/adwords/learningcenter/text/18754.html

Bid Optimization in PPC or Paid Search Marketing

Bid management is a regular process and is done to ensure proper positioning of the keywords in the sponsored listing. There are following steps that need to be followed for bid management:

1. The frequency of doing bid management varies from nature of products and services advertised. If the product has lots of competitors then bid management need to be done regularly in 2-3 days, but if the product is of unique nature and has very less competitors then bid management can be done within 6-7 days because chances of fall in position are very rare in such cases. Keeping a track of competitors is supplementary work for doing bid management.

2. For knowing the level of competition in market for the keywords pull a keyword report check the positions, if the keywords are showing above 15th to 20th position then there is high competition for such keyword. It can be checked by simply entering the search query on search engine and see who all are marketing their product on the keyword. If they are direct competitors then such keywords need to be monitored more frequently and if they are not direct competitors but offer products which are somehow related to our products then we need to narrow down the searches of such keyword by adding negative keyword in the adgroup or adding certain keywords in exact match type.

3. Start with pulling a keyword report of previous day. Keyword report returns the average position of all the times when a keyword gets impression. Taking recent data is a good practice for bid management.

4. Sort the report with average positions.

5. 1st to 4th position is the most noticed position so whatever is below 4th position need to be optimized.

6. Increase $0.15 - $0.20 on the keywords that are showing above 20th position.

7. Increase around $0.10 - $0.15 over the current bid on the keywords that are 10th to 20th position.

8. Increase bids by $0.05 - $0.10 for the keywords showing from 4th to 10th position.

9. Keep checking the positions of the keywords within decided interval for bid management if there is no improvement in positions after bidding then increase almost double amount of bid you increased last time, for e.g. if last time you increased bid by $0.05 then this time increase it by $0.07 or $0.10.

10. If there is some improvement in position then again increase the bid by same amount you increased last time until the keyword reaches desired position.

11. If there is drastic improvement in position then increase the bid by fewer amounts then you increased last time until the keyword reaches desired position.

12. After few days of bid management if you find that there are certain keywords which are at 1st and 2nd position getting good clicks but no conversions. Such keywords can get clicks even at 5th to 8th positions. Bids can be reduced by $0.05.

Bid management is not restricted to the above mentioned points; it always depends on the particular keyword, its CTR%, its past performance etc.

Match Types for keywords in PPC

Many people wonder about why we should use Exact and Phrase match type, though Broad match type works for all. But I would say that Broad match type keywords are like a lock that can be opened from any key and unwanted visitors can open and enter the room, Phrase match type is like a lock which can be opened by few keys, but not all so still there are chances to get unwanted visitors in the room, Exact match type is like a lock which can be opened by its own key and the people who know what they want and what they will get inside will only have those keys.

So the extract is broad match is used when we don't care about the quality of visitors, when we just want someone to visit the page and read the content. Phrase match is used when we want the traffic coming in includes a particular term in their queries and Exact match type is used when we want someone who exactly is searching for a product related to the landing page because in such cases chances of conversions are very high at a very low cost.

This can be cleared with an example. There is an account of rose shop dealing particularly in yellow roses (just an example) and a keyword

yellow roses (keyword)

is used in Broad match, so possibly it can attract the traffic for the keywords like

roses in yellow wass ( query)
roses with yellow ribbon
yellow and white roses

Ads will show if the two words of the keyword are used anywhere, in any sequence in the query. People searching such keywords may click on your ad in anticipation but it will not result in good conversions and as a result cost per conversion will be very high. Now suppose the same keyword is used in Phrase match type so following keywords can display the ad:

gift yellow roses
yellow roses pictures
wallpaper with yellow roses

Ads will only show if the full keyword is used as a phrase in the query without any change in sequence or variation but other keywords can prefix or suffix the phrase. In this case searchers are more targeted and only those who are searching for yellow roses will see the ad and chances of clicking on the ad and then purchasing the roses are little higher then broad match type.

In Exact match type the ads will show only when a person is exactly searching

yellow roses

So here the chances of person clicking on the ad and purchasing something is much higher than broad and phrase match type.

There is one more match type of keywords which is Negative match type. This is used when we don't want to display the ads when certain words are included in the search query. Such words could be the products, service or special offers that is not promised on the website. So if in the above examples of broad and phrase match if you add wallpaper, wass and pictures in negative match, people searching for such things will not see the ads for yellow roses and this can prevent unwanted visitors on the landing page.

Second thing is search engines look for relevancy of keyword with ad creative and landing page so if the keyword yellow roses is used in ad creative nicely and is present in the landing page quite a few times then the keyword display ads in a higher rank.

But in broad and phrase match type the variation of the keywords cannot be used in the ad creative and the landing page because of which quality score goes down for such keyword and as a result if any query matches the keyword exactly also it shows at a lower rank. So while using broad or phrase match type one should think about all the possible variations and then the unwanted words that are not related to the services can be added to negative match type.

All the Search Engine Marketing interfaces provide an option for match types but the names could be different.

In Google adwords the match types available are Broad, Phrase, Exact and Negative.
In Yahoo the match types are Advanced (works as broad match), Standard (works as exact match) and Excluded words (negative match).
MSN and other search engines more or less follow the match types of Google and Yahoo.

So if there is any confusion about match types please leave a comment below and I will answer the queries.