It’s been two weeks since Google announced to change the reporting of keyword Quality Scores in AdWords. The stated intention was to provide more transparency about those scores – a traditional problem for Google. Failing at that, the announcement has lead to some confusion among marketers. Let’s look at what really happened. Continue reading
Some advertisers use keyword level destination URL’s for tracking and other purposes. And some advertisers need different destination URL’s for mobile and desktop. With Enhanced Campaigns advertisers who need both now face a problem: You can have either device-specific destination URL’s at the ad level, or keyword level URL’s with no regard for device. Fortunately, there are a few workarounds. Continue reading
Google just made some very helpful additions to AdWords Scripts. One of them is that you can now use labels within scripts. To demonstrate how powerful this feature is, I’ve rewritten the Quality Score Tracker.
The first version required a spreadsheet with a list of keywords to track. It also required you to get the spreadsheet first. This new version relies on labels to mark keywords for tracking and the setup is much easier. Continue reading
For the last few weeks, AdWords advertisers have enjoyed seeing higher than usual keyword Quality Scores. Since we’ve been tracking those hourly for the last couple of months, we’ve been able to closely monitor this development. The following chart sums it up nicely:
A year ago, in October 2011, Google announced a change to how Quality Score was calculated. Since then, landing page quality is supposed to play an important role the ad auction, where ad ranks and click prices are determined. It was easy to miss that this was actually a fundamental change – one that didn’t add up.
In my opinion, Google has once again given priority to marketing and neglected to tell the real purpose behind this change. In consequence, advertisers got a completely wrong picture of what landing page quality is and what they’re supposed to do. Basically, all conclusions and strategies to deal with landing page quality are utterly wrong. Continue reading
Last month I wrote about AdWords Scripts and came to the conclusion that there is basically just one really exciting thing about them: You can share them! Besides Google, I haven’t found anyone doing that, so I’d like to make the first step.
The script I’m presenting here tracks selected keyword quality scores over time. If a quality score changes, it can notify you via email. The script also uses a Google spreadsheet to track the quality score of each keyword. Over time it logs the complete quality score history of your keywords in a simple, easy to use spreadsheet. Continue reading
For about two months people have been seeing strange queries in their AdWords search terms. These queries look like regular queries except that there’s the word “false” included – at the beginning, at the end or somewhere in between. Segmenting search queries by network quickly revealed search partners as the source. Continue reading
A few weeks ago, Google announced the introduction of AdWords Scripts. It’s not really news nor is it an epiphany, but since I couldn’t find any article going much beyond the official announcement, I wanted to share my own thoughts on the subject.
If you already have access, you can find the AdWords Scripts on the left menu on the AdWords interface under the heading Automation. Continue reading
Since Google has announced to change the matching behaviour for phrase and exact match, the reactions have ranged from unenthusiastic to strong criticism. Some advertisers have mentioned that they were going to test the new matching behaviour. Actually, you don’t have to.
Basically what’s changing here is the definition of the exact match – a phrase match is just an exact match that allows words before and after. The new exact match will cover “close variants” as well – where have we heard that before? A modified broad match also covers close variants. Might those be the same? Continue reading
In a recent post I wrote about segmenting search queries and the everyday things we can do with this. This time I’d like to go into an unorthodox strategy that benefits from this: Targeting specific search partners with AdWords.
Let’s be clear: Going after Google search partners directly is not possible with AdWords. What is possible is to identify and target certain search partners if they come with very distinct search queries. This strategy is not exactly new, but it is something that many people have probably never heard about. That’s why it’s perfect for this blog. Continue reading