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How does the Google AdWords auction work?

Tuesday, 27 August 2013

It's an old video and perhaps not the most entertaining video on YouTube (there are indeed many contenders for that title!) but I always recommend this video to people new to PPC to help them understand how other advertisers impact your CPC's.

Definitely worth a watch if you truly want to know how your CPC is calculated by Google. 




Google Sitelinks Shrinking

Thursday, 22 August 2013

Hidden in a blog post about "Upgraded extensions to help you reach the constantly connected consumer" Google announced that sitelinks will be required to be no more than 25 characters.

Seems to be just a small change and one that might not really impact most advertisers but it is something that is very easy to overlook if not addressed now.

In some cases, the decrease of 10 characters can make it challenging to get the same message across. We've all had the problem of re-writing the occasional headline 3 or 4 times to make it work!

Don't delay, you might just find that dropping 10 characters isn't as easy as it should be.

The full announcement is here.


Getting the most from PLA's

Tuesday, 20 August 2013

Google product listing ads are now a fundamental part of a retailers PPC strategy – If they’re not then they should be!

Whilst the initial set up can be laborious, doing a proper job of the set up will benefit you more in the long run. Make sure the feed in the Google merchant center is accurate and formatted correctly. It’s easy to submit a basic feed and get ads live but optimising PLA’s isn’t just about setting the right bid, it’s also about optimising the feed as well. The title and description will effectively make up the product listing ad so consider this when you submit it. Make sure the text is formatted and that you are updating the feed regularly (once every 30 days is the minimum).

The PPC Hero blog has a great step by step guide to setting up PLA’s and I would highly recommend reading through this whether you are new to PLA’s or established as it may just help you get even more from your activity.

Pay particular attention to Part 6!

Part 6: Using GoogleAnalytics To Measure Performance


 

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