Do You #ppcchat? Tell Us About Yourself!

As communities grow, it often becomes harder to keep track of who’s new, who’s returning after a hiatus, and the backgrounds of people that you are interacting with. The #ppcchat community is no different. Not only has the audience grown considerably over the past year, but the content and format has become increasingly useful as the “wisdom of the crowds” kicks in. There’s still room for n00bs but it feels like we have reached a critical mass of active contributors.

Since it helps to know who you are talking to, we put together a very brief, informal (read: not scientific) survey of #ppcchat users. We asked a few basic demographic questions and received 30 responses. None of the data below are statistically significant, but there are some interesting nuggets of data that would be interesting to extrapolate to the entire PPC community (whether or not they participate in #ppcchat).

Here’s what we learned…

Geographic Distribution of #ppcchat Contributors

Folks tune in from all over the world! It’s great to see so many countries and continents represented. PPC is different by country, time zone, and across cultural divides. Personally, I’d like to hear from more non U.S. participants, but it seems that there is no easy way to pick a time slot that works for people across time zones.

ppcchat User Locations

#ppcchat User Locations

 

#ppcchat Job Titles

Job titles are nearly impossible to compare across companies, so we didn’t even try. A Director at one company could be a Specialist or Manager at another. The best we could do is a simple word cloud showing the most prominent titles from our survey respondents.

PPC seems to be slightly more prominent than Search, Online, or Digital, and we even have one Anarchist in our midst!

 

ppcchat Job Titles

#ppcchat Job Titles

 

Company Type & Company Size

Perhaps a little more telling about #ppcchat folks are the types and sizes of companies that we come from. Again, this data set is not large enough to draw any significant conclusions, but it does seem pretty clear that most of us are in some sort of PPC or digital marketing agency, with healthy representation from in-house marketers and independent PPC pros.

My hypothesis is that agency folks have a little more leeway in our schedules and incentive to contribute to (and learn from) #ppcchat so we might be over-represented as a percentage of the actual PPC universe.

ppcchat Company Type

#ppcchat Company Type

 

Company size ranges dramatically, but most of us are in small-to-midsize companies (1-100) with a pretty healthy group of large/enterprise PPC’ers. Definitely some different challenges and opportunities in the enterprise space, but the day-to-day PPC tactics are often the same.

ppcchat Company Size

#ppcchat Company Size

 

So, What Did We Learn?

It’s hard to draw a lot of insights from a small sample size, but the #ppcchat contributors are as diverse as any group of data geeks can be. We come from companies large and small, countries far and near, but we all speak the same language.

I am constantly amazed at how helpful and sincere the PPC community is. In a world where we focus so much on competition and out-performing our (or our clients’) competitors, we certainly do share a lot of information. This, in my opinion, is what has helped the #ppcchat community survive and thrive.

Thanks to all who submitted their survey responses, and especially thanks to Matt and James for organizing and MC’ing each week. It has certainly helped our team feel more connected to the PPC world!

Pimp Your Ads: Guide to AdWords Ad Customizers

Pimp My Ads

Remember the sheer TV genius that was MTV’s Pimp My Ride? When it came to customizing cars, there was not a paint job too outlandish or shag carpet too tacky for Xzibit and his crew at West Coast Customs. Well, move over Xzibit – Google’s new Ad Customizers are giving you a run for your money! As exciting as Ad Customizers are, they can be a bit scary. That’s why we put together this rundown on what exactly they are, how they work and a few examples of how you can put them to use. Think of this as an Ad Customizer FAQ.

Kevin O'LearyIf at any point you feel your inner Kevin O’Leary from Shark Tank coming out, feel free to say “Stop the madness!” and scroll down to the examples (with images) provided below. Seeing these bad boys in action can really make it all come together.

What Are Ad Customizers?

Think Dynamic Keyword Insertion on steroids: Using a series of parameters, Google automatically updates your ad, in real-time, by inserting a keyword, countdown timer, or any other information that you want. That means you upload one ad and get nearly unlimited variations, automatically. Pretty cool right?

Where Can I Use Ad Customizers?

You can use Ad Customizers in any text ad on the Google Search or Display Networks. They can be used in any part of the ad except for the display URL.

How Do They Work?

Ad Customizers work using parameters that sit within brackets {like this}. These parameters get replaced in real-time by information that you have previously designated using Ad Customizer Data, COUNTDOWN functions, or both.

How Are The Parameters Structured?

Parameters are made up of two parts; a data sheet reference and a column reference.

Ad Customizer Parameters

If you’re using a Countdown, refer to the section “How Do Countdowns Work?

What Is Ad Customizer Data?

Ad Customizer Data is a spreadsheet that you upload into the Business Data section of your Shared Library within your Adwords account. (You can download Google’s CSV template here). The spreadsheet must be uploaded as a .csv, .tsv, .xls, or .xlsx file.

What Goes In The Data Sheet?

The Data Sheet is made up of columns containing information like price, models or any other relevant data. You tell Google how to format the data by listing one of four attributes in parentheses next to your column headers: text, number, price, or date.

What Kinds Of Things Can I Use As Customizers?

Here are the Ad Customizer standard attributes. Of course, you can add any type of data you want, but these are the essentials.

Ad Customizer Standard Attributes

How Do I Target My Ad Customizers?

Google locates the appropriate Ad Customizers by referencing specific keywords, ad groups, campaigns or your entire account. You set this in advance by including targeting columns like “Target Keyword” in your Data Sheet. If you want your customizers to apply to your entire account simply leave out the targeting columns.

How Do Countdowns Work?

Countdowns work two ways depending on whether you are counting down to one event or multiple. If you are counting down to a single event, simply use the COUNTDOWN function:

{=COUNTDOWN("YYYY/MM/DD 09:00:00")}

If you are counting down to multiple events, you’ll need to upload a data sheet with all of the dates and then use the countdown parameter like this:

{=COUNTDOWN(Discounts.CountdownDate)}

How Long Do Countdowns Run?

Countdowns run 5 days in advance of the end date by default and stop afterwards. Start dates can be changed by adding the desired number of days after the function. In the example below, I changed a countdown function to start 3 days in advance of the end date:

Ad Customizer Countdown

How Do Countdowns Interact With Timezones?

Countdowns can either adjust to the user’s timezone (using the COUNTDOWN function) or they can end at a universal point in time (using the GLOBAL_COUNTDOWN function)

  • COUNTDOWN example – If you’re running a sale that ends at 11pm Eastern and someone in Atlanta sees your ad at at 9pm, they’ll see “Sale Ends In 2 Hours” while someone in LA would see “Sale Ends In 5 hours”.
  • GLOBAL_COUNTDOWN example – In the example above, the user in Atlanta and LA would both see “Sale Ends In 2 Hours”.

What Happens If A Customizer Breaks or a Countdown Ends?

Google requires you to have one text ad without customizers enabled in any ad group with ad customizers. This serves as a backup in case something goes wrong, a countdown ends or has not started yet.

How Do I Set Up Ad Customizers?

  1. Open the Ad Customizer Data CSV Template.
  2. Define your custom attributes – make sure you include an attribute type (text, number, price or date).
    1. Google recommends not using spaces in the attribute names.
  3. Define your targeting (if you’re targeting by keyword, ad group and/or campaign or entire account).
  4. Enter your data & upload to AdWords – Shared Library – Business Data (.csv, .tsv, .xls, or .xlsx).
  5. Write your ad using appropriate parameters (character limits still apply to the final ad).
  6. Upload a standard text ad in the same ad group that has no ad customizers.
Ric Flair

Wooooo!

How Do I Celebrate The Launch Of My Ad Customizers?

Oh you just uploaded your first Ad Customizers? Celebrate like Ric Flair!

Examples & Use Cases

Example 1: Keyword-Targeted Sale Countdown

Problem: You have a large inventory and want to show specific product details based on keywords. You also want to countdown to the end of a sale.

Solution: Upload a data sheet with details about each product then create one ad with a countdown and customizers that reference specific columns of the sheet.

Ad Customizer Example 1

Example 2: Campaign & Ad Group-Targeted Ad

Problem: Your account is structured with category specific campaigns and brand specific ad groups. You want to highlight your selection of products.

Solution: Customize your ads by ad group by using the “Target Campaign” & “Target Ad Group” columns.

Ad Customizer Example 2

Example 3: Countdown to Multiple Events

Problem: You host a wrestling match featuring a pro wrestler at your sketchy, run-down warehouse several times a month and want to run countdowns for each one.

Solution: Upload a data sheet (in this case we’ll call it “Matches”) with all scheduled dates and any text you want to replace.

Ad Customizer Example 3

Example 4: Countdown to a One-Time Event

If there is a one-time event that you’d like to run a countdown for, there’s no need to upload customizer data. Simply include this function in your text ad:

{=COUNTDOWN("YEAR/MO/DY 09:00:00”)}

Ad Customizer Example 4

 

We Just Don’t Click Anymore: When PPC Relationships Fall Apart

PPC BreakupBreaking up sucks. We’ve all been there. It hurts, even if you’re the one initiating it. The nagging feeling in the pit of your stomach that something just isn’t right. You’re not clicking. The relationship isn’t going anywhere. It has to end.

Just like relationships between people, relationships between PPC agencies and their clients can fall apart. The initial honeymoon period after a new client win can take you to the highest highs while the dreaded, “It’s just not working out” phone call can ruin your week.

If a client doesn’t get what they need from the relationship (i.e. sales, leads, or ROI), they’re going to break up with you.

After 7 years in PPC, I’ve experienced all of this and it is still hard to acknowledge that all good things must come to an end. After a lot of soul searching (and a few cartons of ice cream), I realized there are 3 primary reasons that agencies and clients split up.

Agency Meets Client, Client Meets New Agency

PPC is hard and we don’t always achieve the results we expect for our clients in a reasonable timeframe. I’m not going to lie and pretend like every campaign is a home run. We suffer the occasional strikeout. Maybe not today, maybe not tomorrow, but eventually unsatisfied clients will find a hotter agency that can fulfill all of their KPI needs.

I Need My Space

Some of our most disappointing client breakups weren’t over another agency at all. Our clients liked the results and potential so much that they decided to bring PPC in house. We call this, “The Kidney Punch” because things seemed to be going well…until they’re not. We were clicking, you know? Then they decided they didn’t need us after all.

A little bonus – these often turn into “Boomerang” clients that leave briefly then come back when they realize how hard PPC is and how much they need you. We have several former clients that continue to refer high-quality prospects to us. Don’t burn any bridges, ever.

It’s Not You, It’s Me

There’s an often-overlooked (and under-utilized) reverse breakup scenario: agency fires client. Most likely this is due to one of three scenarios:

  1. The scope has exceeded the fee with no room for re-negotiation
  2. Client places unrealistic demands on the PPC agency
  3. Agencies shift course and some clients no longer fit in the roster

I’ve talked with many, many other agency leaders that would fire a few clients if they could. I say you should! There’s no reason to waste time, overload your staff, or sacrifice quality for your other clients. Just like learning to say “No” to new business that might not be a good fit, it’s even harder to walk away from paying clients. Sometimes it has to happen, and I have ended up happier and better off every time we’ve had to exercise our right to terminate a contract.

But it doesn’t have to end on a bad note. Coming soon, check out our next post on How To Gracefully Part Ways With A PPC Client (A Checklist).

CC Photo Credit

eBay Takes Swing At PPC; Misses.

Sensationalist journalism has once again found its way into the PPC world. Published on The Guardian earlier today, this article cites a research study conducted by eBay, and leads with the headline, “eBay study warns search ads have ‘no measurable benefit.’”

Come again? You are talking about the same “search ads” that allow you to track ROI down to the penny, right? As egregious of a statement as that headline may be, it is just one of many misleading points made in the article, as well as the study itself. Tim_Meme The study’s main point is essentially that bidding on your own brand name — in this case, eBay — is a waste of money, as people looking for you by name will find you anyway. They boldly hypothesize that “users searching for ‘eBay’ are in fact using search as a navigational tool with the intent to go to ebay.com.” Keanu_MindBlown In addition to eBay, the researchers used five other well-known brands as examples: AT&T, Macy’s, Ford, Safeway, and Amazon. Once again, their point is that paid ads on those brand names are unnecessary, and that any money spent on those clicks is wasteful.

What they fail to recognize, however, is that eBay and Amazon — and to some extent, the other brands — are the exception, not the rule. For those of us who don’t work for eBay or Amazon, there are plenty of reasons why bidding on your own brand name can be a good idea.

Let’s say, for instance, your air conditioning breaks down on a hot summer day. You’ve used Company X before, so you search for them by name to find their phone number.

Heeding eBay’s advice, Company X doesn’t bid on their own brand name, and instead relies on its strong SEO presence to greet customers. That should be sufficient, right?

Unfortunately, Company X’s competitor is running a huge air conditioning repair special right now, and bids on Company X’s name to see if it can cherry pick any customers. Before your eyes make it down to the organic results, you’re distracted by the competitor’s $50 off coupon, and click on their ad. By simply being willing to spend a few cents on their own brand name, Company X could have have kept you from seeing that offer altogether. Mutombo There’s no question, some brands don’t need to bid on their own names. The point is, though, protecting your own search engine real estate can be vitally important for some companies. You can also use ads to promote your own special offers, make it easy for customers to call you, and even cross-sell different services with Sitelinks Extensions.

To be fair, the cited study does acknowledge PPC’s value in acquiring new customers, as non-branded searches undoubtedly play a major role in the acquisition process. Unfortunately for all of us, the average reader will see the misleading headline and draw the wrong conclusions.

Reading the article’s comments further proves the wide misconceptions around paid search advertising. Unfortunately (for advertisers AND consumers), it seems many people still don’t fully trust paid search ads.

“Nobody clicks on online ads.”

“I don’t know anyone who clicks on online ads.”

“I hate change and refuse to acknowledge this might be helpful.” (Okay, that one was made up).

Yeah, most people don’t know this, but Google’s billions in annual revenue actually come entirely from the movie, The Internship. (I assume this is clear, but just to be sure… ← that statement is in fact false. Google makes oodles of money off of ads). Internship_Movie So have no fear, marketers and business owners; paid search advertising is alive and well, bringing new customers to businesses like yours on a daily basis. Stay the course, and soon you’ll be celebrating like my good friend Pete Weber.

(Unless you’re a competitor of one of our clients, in which case you should disregard this post and stop advertising IMMEDIATELY).

Getting The Most Out Of Your PPC Tools

Ron Swanson

Ron Swanson doesn’t blame his tools; he uses them.

There’s a popular saying, which you’ve likely heard from either your grandfather or Ron Swanson, that states, “a bad workman always blames his tools.” Shooting a triple bogey, for instance, is less about the club, and more about the guy swinging it.

While the right tools will never turn a bad workman into a master craftsman, they can be the competitive advantage that pushes you from good to great.  This is especially true in PPC Advertising, as the savviest marketers are the ones who know how to leverage the best industry tools to their clients’ advantage.

In our case, we’ve established close working relationships with our landing page testing provider, as well as our phone call tracking provider. We were fortunate enough to partner with each of them on some really cool projects over the last few weeks.

ifbyphone Mobile Search Webinar

We use ifbyphone for our phone call tracking services, and love the data they provide on our clients’ incoming calls. On April 9th & 10th, Andrew Miller teamed up with ifbyphone for a webinar titled “The 7 Ifbyphone WebinarCommandments of Mobile Search.”

I’d encourage you to watch the webinar, as mobile search is an increasingly important part of the marketing mix. We’re partnered with ifbyphone on similar projects in the past, and are excited to do so again in the future.

Unbounce Landing Page Case Study

Screen Shot 2014-04-17 at 2.30.52 PMUnbounce, our primary Landing Page Optimization partner, recently included us in a beta test of their new feature, dynamic text replacement. This new feature allowed us to dynamically re-write the text on a landing page based on a visitor’s specific search.

We tested dynamic text replacement on a few of our clients’ landing pages, and saw outstanding results.  When Unbounce made the feature available to the public, they featured Your Search Advisor as their primary case study.

(Hint: to see dynamic text replacement in action, follow the above link, and paste ?fname= to the end of the URL. Then, add your name after the = and press Enter. Pretty cool, huh?)

Again, there’s no substitute for a smart, hardworking PPC team; however, unless you’re taking full advantage of the latest industry tools, you may be missing out on opportunities for your clients, and potentially great partnerships.

4 AdWords Tools For DIY AdWords Managers

Even seasoned SEM managers need help organizing, updating, and analyzing the high volume of data created by their campaigns. It’s simply too much for to handle with spreadsheets alone. Luckily, there are several tools available to help with the mundane tasks and detailed analysis.

AdWords Editor

AdWords Editor

AdWords Editor

AdWords Editor is a free, downloadable Google application for managing large AdWords accounts efficiently on Windows or Mac computers. Download your campaigns, make bulk changes with powerful editing tools, then upload the changes to AdWords.

Filters & Automated Rules

AdWords Automated Rules

AdWords Automated Rules

Filter your account statistics to search for the data that interests you the most, such as keyword text, average cost-per-click (CPC), or impressions. Once you’ve created a filter, you can save it for easy access in the future. Automated Rules allow you to take action based on your filter results. For example, you can raise your CPC bids every Tuesday for keywords with an average Cost Per Lead below your target range. Similarly, you can pause and flag keywords with an unacceptable Cost Per Lead to manually review them before allowing them to run again.

Bulk Edits

AdWords Bulk Edits

AdWords Bulk Edits

A relatively new feature in the AdWords web interface that mimics some of the bulk editing capabilities in AdWords Editor (AE). Need to do a quick “Find and Replace” or “Append Text” function for some keywords or ad copy? Bulk edits make it easy. We still find AE to be more useful for large-scale updates, but Bulk Edits can speed up the monotony of making several minor changes to campaigns, ads, or keywords.

Automated Reporting

AdWords Automated Reports

AdWords Automated Reports

Customize your AdWords reports and have them emailed to you on a regular basis. With automated reporting, you can keep an eye on your most important campaigns, keywords, and ads without the trouble of logging in and re-creating your reports every few days.

Of course, machines can’t completely replace humans (yet), but they can help reduce the monotony and let us focus on the high-level strategies and insights that improve performance and yield more leads.

WSJ: Online Advertising Fraud? The PPC Marketer’s Advantage

PPC experts can help combat online fraud.

PPC experts can help combat online fraud.

This past Sunday, the Wall Street Journal ran an article referencing a “crisis” in online advertising. The crisis centers on the increasing prevalence of fraudulent Web traffic, and the price marketers are paying for it.

Without question, fraudulent traffic is a major issue facing digital marketers in 2014. Still, there are several ways to limit the negative impact of fraudulent Web traffic on your online marketing performance.

 1.    “Invalid Click” reports on Google AdWords & Bing Ads

Google and Bing have very sophisticated measures in place to protect advertisers against “click fraud” or “invalid clicks.” When their system determines that an individual click on your ad was fraudulent, they log it in an invalid click report, and you are not charged for the click. If a certain campaign is regularly receiving invalid clicks, you should consider refining your targeting to exclude offending IP addresses, ad placements, and risky ad networks.

2.    Use Cost Per Click (CPC), not Cost Per Impression (CPM) Bidding

As the name suggests, Pay Per Click advertising is inherently less susceptible to fraud, due to the fact that we only pay for clicks, not impressions. By opting for a CPC model, rather than a CPM (Cost Per 1,000 Impressions) model, you remove some of the incentive for inflated and fraudulent impression counts. Because of the systems mentioned above, it’s much tougher for bad actors to fake a click than an impression.

3.    Factor some waste or fraud into your estimates

Unfortunately, we’ll never be successful in completely ridding the Internet of fraud. As the WSJ article says, there are far too many real customers online to be scared away by the fake ones. Rather, as marketers, we at times have to factor in a certain amount of “waste” or fraud into our plans. If we’re making our clients $5 or every $1 in ad spend, a small amount of fraud can be tolerated, because the overall spend is profitable.

Perhaps the best point in the article is where the author states that marketers are becoming “more aggressive in monitoring how their money is spent.”  It can’t be understated how important it is to closely monitor your online marketing activity. Whether you have the resources to handle it in-house, or need to enlist an agency’s expertise, this should be a priority for 2014.

So, is this really a “crisis,” as suggested? Maybe. But, by taking a few simple steps, you can regain control of your digital marketing presence, and take a stand against fraudulent Web activity.

CC Photo Credit

3 Ways to Get Free Clicks on AdWords

We’re all trying to get the biggest bang for our buck on Adwords. What better way to do that than to get free clicks? C’mon, everyone loves a freebie! But before you can take advantage of said Adwords freebies, you’ll need to understand Ad Extensions.

What are Ad Extensions?

Ad extensions are just that: Extensions on your ads that show extra information about your business. This could be a call extension, an app download, directions, previous visits, or links to other pages on your site. If a customer clicks on any of these extensions, you will be charged as usual (up to 2 clicks per impression). However, there are 3 extensions that Google does not charge you for: Review Extensions, Social Annotations, and Seller Rating Annotations.

Review Extensions

Review Extensions allow you to share positive third-party reviews or other accolades with an additional line of text under your ad. If a customer engages with your ad by clicking on these reviews, you will not be charged.  If they click on the ad itself, you will be charged as usual. These puppies can boost CTR by up to 10%.

Seller Rating Annotations

Seller Rating Annotations let customers see a combination of reviews and ratings that represent an aggregate of customer experiences with your company.  These ratings come from both Google and independent review sites. Customers can click through to verify your ratings without costing you a cent.  These typically draw less clicks, but usually increase CTR on the ad itself.

Social Annotations

When you link your Google+ page and your ads, Google can automatically show endorsements from your page’s followers. These will be shown when the system predicts that social proof will improve Campaign performance. You can get freebies 2 ways with these: Customers can click +1 on your ad or can click through to your Google+ page and you won’t be charged for either.

And there you have it. 3 ways to use Ad Extensions to your favor and get free clicks. These may not directly result in conversions, (and we certainly don’t recommend building your entire strategy around them) but in the end, every click counts.

5 Reasons Growing Companies Need PPC Specialists

If you haven’t yet made the leap, it’s likely that 2014 will be the year your business begins investing in Pay Per Click (PPC) Advertising. With advertisements currently making up about 30% of the clicks on search engines, businesses are benefiting more than ever from maintaining a strong paid search presence.

When it comes time to add PPC into the marketing mix, most companies are faced with the same dilemma: hire an in-house PPC employee, or partner with a specialized Search Engine Marketing (SEM) agency. While there are clearly benefits to adding a full-time employee, here are five reasons you should explore a partnership with a PPC specialist in 2014.

1. Hiring an agency is cheaper

Assuming your internal hire would be someone with a little bit of experience, partnering with an agency is almost certainly the more cost-effective alternative. Unless you’re being egregiously over-charged, 12 months of an agency’s management fee won’t come close to an experienced employee’s salary. This means more money to spend on the clicks themselves!

2. More heads are better than one.

Even the most talented PPC minds run out of new ideas eventually — it’s simply human nature. By working with an agency, you’re removing the pressure from a single person’s shoulders, while ensuring your account will be managed by a full team of experts. More minds means more ideas, fewer missed opportunities, and better results!

3. Access to Google & Bing reps and beta tests

As an established agency, we have ongoing relationships with representatives at Google and Bing. These representatives are tremendous resources for new campaign ideas, as well as resolving technical issues when they arise. Our status as an agency also allows us to be part of beta tests for exciting new features and programs. Utilizing these features to the fullest is key to gaining a leg up on your competition.

4. Access to industry-leading tools

Whether it’s advanced call-tracking software, a shiny new data reporting system, or a highly-technical bid management system, the PPC world is full of incredible — and expensive — tools. These tools are available to anyone, of course, but buying them can take a big chunk out of your marketing budget. Fortunately, we need these to do our job, so we already have them in house.

5. We live and breathe PPC

Last, and most importantly, we really love PPC. When we’re not digging into our clients’ accounts to maximize their ROI, we’re scouring the internet for new ideas. PPC agencies don’t divide their time between a dozen different marketing channels; no, we stick to what we know and love, and we give it our undivided effort.

CC photo credit: flickr

Webinar: Call Tracking for PPC – Dec. 5th

Looking for ways to increase sales leads from your Pay Per Click campaigns? Need better visibility into the performance of ALL of your marketing efforts?

Join us on Thursday for a webinar led by Irv Shapiro of ifbyphone. I’m going to share 5 ways we use call tracking to improve conversion rates for our clients that rely on a steady flow of sales leads from search engine marketing.

Topic: Call Tracking for PPC: How it works and why you need it
Date: Thursday, December 5th, 1:00pm EST
Link: https://www.brighttalk.com/webcast/43/92975
Presenters: Irv Shapiro, ifbyphone CEO and Andrew Miller, President of Your Search Advisor

Register For the Webinar