Google has released several valuable guides this week, covering everything from automated bidding to remarketing strategies. If you’re looking for some informative reading material for some weekend learning, Google’s got you covered.
Bing has rolled out quite a few features and enhancements within the past month or two, all perfectly timed to allow you to streamline your PPC campaign management just in time for the holiday shopping season. Bing takes a look at its progress through October and addresses some data quality issues that emerged throughout the process.
And, some exciting news that I guarantee will make your day: Google has finally made it possible to seamlessly switch between accounts in AdWords. That means no more half-a-dozen-browsers-open just to be able to manage campaigns for multiple accounts…without having to log out and log back in again. It’s about time. But, seriously, Google, could we perhaps consider doing the same for those of us who work with multiple Gmail accounts and various other Google logins? Seriously. It’d be, like, hugely helpful.
Onward and upward. Ready for your weekly dose of PPC goodness? Let’s get to it.
What’s up in the world of Google this week?
In the digital age, consumers are bombarded with hundreds to thousands of marketing messages all day long. It now takes an average of two to four visits for about half (49%) of consumers to make a buying decision, and that means you need to reach the same target prospects with key messaging several times to successfully move most buyers through the sales funnel. Google’s weighing in on this with a new best practices guide, “Winning the Second Chance,” which takes an in-depth look at Remarketing Lists for Search Ads (RLSA).
In the guide, you’ll find answers to the most important considerations, such as:
- Best methods for tagging both your desktop and mobile sites.
- Effective audience segmentation practices: general visitors, recent converters, shopping cart abandoners, etc.
- RLSA bid adjustments: Why it’s worth it and how much you should increase your bids.
- Advanced tactics, such as targeting broader keywords and match types.
The guide also includes case studies illustrating the importance and effectiveness of recommended tactics. Download the full guide here.
Auction-time bidding is a powerful method for improving the results of your PPC campaigns without a ton of additional effort on your part. Better results with minimal additional effort is always a good thing, right? Google is all about helping you achieve more, so they’ve released another informative guide, “A Bid for Every Auction,” to help you implement and improve AdWords automated bidding strategies.
In it, you’ll find all kinds of valuable tidbits, including:
- A handy checklist of Ten Automated Bidding Takeaways.
- Key advantages of auction-time bidding.
- How to pick the right automated bidding strategy.
- Testing your automated bidding strategies.
- Additional tips for getting the most out of AdWords automated bidding.
Download “A Bid for Every Auction” here.
Above all, every advertiser wants to grow profits. While it’s not the first time Google has covered profit building through its best practices guides, the search giant has released its latest guide to profits this week, “Making a Bid for Profit – Profit-Driven Bidding Tactics with AdWords.” If you want to check out their previous resources on the subject, check out these guides from last quarter:
- Leading the Conversation on Profits: An Executive’s Guide
- Leading a Conversation on Profits: A Practitioner’s Guide
The latest guide on profits offers insights on:
- Running manual bid tests to discover profitable opportunities.
- Testing on a broader scale for more rapid discovery of opportunities.
- Scaling your bidding strategy for improved manageability.
Ready to make more money with minimal effort? Thought so. Get the guide here.
Speaking of scalability, Google AdWords offers robust features to help you manage your campaigns in bulk and making customized changes across campaigns. Check out this post for details on bulk editing features and other tools that help you scale campaign management and get better results. If you’d rather watch than read, you can catch a recording of Tuesday’s Hangout on Air discussing how to use the many Google AdWords tools to streamline campaign management.
What’s on the menu at Bing?
With Bing’s Universal Event Tracking, you can track site-wide activities within Bing Ads. This article from Bing outlines step-by-step instructions for implementing Universal Event Tracking Tag, using a number of common tag management solutions, including:
- Google Tag Manager
- Adobe Dynamic Tag Management
- Qubit Opentag
Some recent data quality issues have arisen while Bing has been busy rolling out a slew of new features based on feedback and suggestions from advertisers. But Bing is on it, and in this post, they’re outlining how they’ve addressed and are planning ahead for the future, focusing on three core elements:
- Data freshness
Bing is closely tracking both the time it takes to detect an issue and the overall number of incidents in effort to streamline responses to future incidents. Also, they’ve highlighted some short and long-term plans for data quality and availability.
Speaking of all those recently released features, Bing has compiled a useful overview of the improvements and features they’ve rolled out in the month of October…just in time for you to capitalize on them for the upcoming holiday shopping season. (Which, by the way, officially kicks off in just a few short weeks – are you prepared?) Check it out.
Just because they’ve rolled out a slew of enhancements in the past month doesn’t mean Bing is at a standstill. In fact, Bing will be rolling out some changes to mobile device targeting in March 2015. Are we really talking about 2015? It’s insanity, I tell ya. Insanity!
So what do these changes entail, exactly? Well, Bing has already consolidated PC and tablet targeting across campaigns. But in March 2015, device targeting will be “unified by eliminating explicit mobile device targeting.” Basically, there will be complete compatibility between Google AdWords and Bing Ads in terms of the way ad campaigns are managed across both platforms. You’ll be able to leverage bid modifiers on mobile, and the bid modifier option for tablets will remain in place, as well. Get the scoop here.
What’s the world from the thought leadership camp?
Exit overlays (a.k.a. pop-ups) are an effective strategy for supercharging your PPC campaigns. PPCHero outlines five use cases for this strategy that are proven to generate impressive results, such as “sweetening the pot” for users who are about to abandon your site, building email lists, shopping cart targeting, and more. Check it out.
You know how it’s a gigantic PITA to have to keep several browsers open just to manage multiple AdWords accounts? Well, the search gods have heard your frustrated screams and come to the rescue. SearchEngineLand reports on a new workflow that offers the ability to seamlessly switch between accounts within the same browser. Thank. You. Google. Get the details here.
Download episode 4 from 3Q Digital’s podcast series, focusing on holiday PPC preparation and best practices for a successful holiday shopping season. Good stuff here.
Facebook targeting is moving to the ad set level, according to a report from Clix Marketing. “This removes the likelihood of errors by having multiple ads in an ad set with varying targets, bids or placements by accident,” says John Lee, who says he’s 100% a-okay with the change and says this is basically how Facebook intended advertisers to manage ads. For some helpful graphics and other details on this change, check out this post.
RKG has an informative video on SEO for holiday pages. Just because you’re working hard to get your holiday shopping PPC campaigns in order, you shouldn’t let organic SEO fall by the wayside. But this video is particularly interesting because it offers tips for making those holiday pages more evergreen, so you can get more life out of your effort. (Along the lines of that more results, minimal effort theme we’ve got going this week.) Check it out.
Now that I’ve filled your reading (and watching) queue for the weekend, it’s time to get back to work. Enjoy your Friday, everyone!