Taking Google Shopping to the Next Level

wishlistOver the year I’ve witnessed a lot of frustration about the lack of keywords in shopping campaigns. Oftentimes I wanted to to say, “Hey, actually…”. But it was too soon. I had to keep the secret.

A few months back, Kirk Williams published a 2014 Google Shopping Wishlist with keyword targeting being the number one wish. As it turns out, with Christmas shopping in full swing, Google still hasn’t fulfilled this wish and has given no indication that they ever will.

But now the time to reveal the secret has come. Let me show you how it’s done.

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What Really Happened in the Latest Quality Score Update

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

Using Mobile Keyword URL’s in Enhanced Campaigns

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

AdWords Quality Score Tracker Version 2.0 – Now with Labels

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

What Landing Page Quality Score is Really All About

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

An AdWords Script to Track Quality Scores

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