Ian Howie's "Google AdWords PPC Masterclass" - your comments, feedback and questions 29 October 2009
Let us have your comments and questions on Wordtracker's new Google AdWords ebook
To help you get the most out of your pay per click (PPC) campaigns, we teamed up with PPC legend Ian Howie to publish a new Google AdWords ebook: "Wordtracker Masterclass: Google AdWords PPC Advertising".
In the book Ian explains how closely related keywords, relevant ad copy and a targeted landing page are core to an effective PPC campaign.
Now, we'd like to hear your feedback.
Please let us know:
What successes have you had?
How many sales have you made?
And what questions do you still have after reading the book?
Ian Howie will be dropping in to provide answers and join the discussion.
We'd love to hear from you ...
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Hi Gerard
Good point on the Dynamic insertion - I find when I show people Dynamic insertion they tend to use it instead of breaking down their AdGroups.
Dynamic insertion mirrors the keyword that it has been triggered for. So ...
If Green Tea Shop - Broad Match is in the AdGroup
And Green Tea Online Shop was the Keyword Query
And {KeyWord:Green Tea} is the Dynamic insertion
Then Green Tea Shop would be inserted into the AdCopy.
Note that {KeyWord:Default} is the format - Capital K so the first Word is capitalised and Capital W so all the other words are capitalised. The Default is displayed when the Keyword to be Mirrored is longer than 25 Characters.
I tend not to use Dynamic insertion since it can lead to unexpected ad copy.
Hi Yvonne,
Yes I suggest having a sperate campaign for each country - especially if you want to put the price in the Ads. Copying your campaigns is easy if you use the Google AdWords Editor.
In terms of timing - I was drawing attention to the fact that you can switch on and off a campaign's timings. I suggest looking at your existing orders and seeing at what time they came in. Another suggestion is to run a day time and night time campaign - that way you can optimise based on time.
Hi Basi & Dawn
Thanks for your kind words.
If you are getting "not enough data" - or simply you don't get any ideas of what your keyword bid should be.
Strategies Are:
1) Use the Minimum first page bid - you should only use this for Exact Match.
Or
2) Use neutral bid of either $0.50 or $1.00 for Exact Match (depending on budget or client) and then adjust and tweek as either the traffic comes in or raise the bid if the traffic doesn't come in. Limit your campaign's overall budget so you don't over spend while you are in this test phase.
Very interesting read Ian.
One area you did not touch on was Dynamic Keyword Insertion. I tried this on a recent campaign and it really boosted CTR, though I suspect your take would be if the keywords are as close knit as they should be, then perhaps DKI is not necessary.
I realise care is needed with DKI as you often see horrendous examples where phrases do not scan.
Would appreciate your comments on use of DKI.
Cheers Gerard
Great book - it has really helped me get an understanding of adwords and how it works - thanks. A couple of questions; should I do a separate campaign for each country? If so why? Do I use the same keywords for each country? are they likely to differ between Australia, USA, UK? How would I find different key words? Why do you limit the times your add is showing? Does this make a difference to the costs? Would it matter if someone clicked on it between midnight and dawn - I really don't get it. If I were selling a pure business widget I could understand keeping it to business hours, however with green tea people could search any time and if you only pay per click does it matter? Cheers
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