Entries Tagged as 'Google'

Poor Keyword Strategy: £1500 Down The Drain

July 22nd, 2009

A short time ago, one of our live coaching clients found himself wasting a lot of budget without even realising it. In a fiercely competitive market, where clicks are £1.50 or more, together we established that he was wasting around £50 PER DAY on irrelevant clicks that had absolutely no chance of becoming sales. Why? [...]

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Filed under: AdWords · Approach · CPC · Google · Negative Keywords

Google AdWords, Trademarks and the Law

May 20th, 2009

Many of our clients and coaching students have asked us about their obligations surrounding their use of competitors’ brand names in Google ads and as keywords to generate traffic and sales. We interviewed top commercial technology lawyer, Frank Jennings to field those common questions. Mark Tillison: Although Google disapproves some Google ads because they include [...]

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Filed under: AdWords · Google · legal · trademark

Why AdWords CTR is Critical

March 16th, 2009

For many of our clients new to Google AdWords, the most confusing element is how to achieve top positions on Google AdWords – the ranking system can be confusing. We spotted this neat video which demonstrates the value of CTR and explains in simple terms how Google ranks your ads amongst competitors’ ads. Learn more [...]

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Filed under: AdWords · CPC · Google · Quality Score · Search

Ask Not What Google Can Do For You

September 15th, 2008

…ask what you can do for Google. To effectively lower your cost-per-click (CPC), and therefore your cost-per-acquisition (CPA) or cost per sale, you need to first appreciate Google’s perspective. If you understand what motivates Google, you’ll understand better how to manipulate the system to your advantage: 1. Obvious, perhaps, but Google is a SEARCH engine. [...]

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Filed under: AdWords · CPC · Conversion · Google · Quality Score

Google Rant: Your Ads are Showing Where?

June 9th, 2008

There are many things to love about Google; measurability, tightly focused targeting and all that traffic. But there’s a little-known element that’s really beginning to annoy me and a lot of the other search community: the Search Network. You’ll be familiar with the two primary networks; Google Search – essentially, the Google you know and [...]

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Filed under: Acquisition · AdWords · CPC · Content · Google · Search Network · Uncategorized

AdWords Phishing Alert

March 25th, 2008

One of our clients just asked about this suspicious email from Google: From: Google AdWords [mailto:reactivation@google.com] Sent: 25 March 2008 02:58 To: [removed] Subject: Please Update Your Billing Information This message was sent from a notification-only email address that does not accept incoming email. Please do not reply to this message. ——————————————————————————– Dear Google AdWords [...]

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Filed under: AdWords · Google

Content v Search – Why it pays to know the difference

February 2nd, 2008

By default, Google will display your ads on the content network. If you haven’t switched it off, you’re advertising to an audience you know little about, and you’ll find it difficult to measure and manage the results that you’re getting from your whole account. To be clear, I’m not suggesting that the content network is [...]

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Filed under: AdWords · Content · Google · Search · marketing

Demographic Bidding – Chump or Champ?

January 24th, 2008

Google announced today that it is to commence testing on Demographic Bidding. You can already target specific geographic locations for your ads to be shown, and pretty soon you’ll be able to target particular demographics too. Even if you don’t want to target specific demographics, there could be an incredible amount of value in the [...]

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Filed under: AdWords · Content · Google · Location Targeting · Sales · marketing

Hitting the Limits

January 17th, 2008

Recently, a number of AdWords campaigns I’m working have been sailing very close to the limits of what Google will permit in a single AdWords account. Anyone who is a subscriber to the ‘long tail‘ principal will know that generating variations and combinations of keywords is good practice to find lots of niche little terms [...]

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Filed under: AdWords · Google · Niche · Quality Score · marketing

Get Negative

November 21st, 2007

Google AdWords includes a wonderful, often unused feature for negative keywords. This allows you to filter out the unwanted irrelevant traffic that would still cost you money in clicks, but not gain you anything in sales. Using the example of a campaign selling hubcaps, if you don’t sell Renault hubcaps, make sure you use “-Renault” [...]

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Filed under: AdWords · CPC · Google · Location Targeting · Negative Keywords · Quality Score

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