The positive impact of negative keywords

Negative keywords neglect We took on the management of a new AdWords account a few months ago.  This Company were not new to AdWords, in fact they had been running AdWords campaigns on and off for over 10 years. When we first got access to the account we went through our standard AdWords health check to get an understanding of where this account was in terms of performance. We were shocked.  Actually, we were flabbergasted to find that despite having multiple campaigns, each containing several ad groups and well over 300 keywords, with a healthy budget in excess of €100 per day, this client did not have a single negative keyword in their account. There is only one scenario where this type of setup could work.  This is where you only use [exact match] keywords.  This certainly was not the case – this account contained keywords of different match types, without that is, the all-important negative keyword match type meaning the account was running wild. Upon detailed review, we found the client was wasting over 20% of their spend per month on irrelevant, nuisance clicks Quick recap – what are negative keywords?  So what a negative keyword?  Essentially by adding a negative keyword to an ad group, will stop your adverts triggering if that term is included in the search. For example, if you sell luxury leather handbags, you probably do not want your ad to trigger when someone searches on ‘cheap leather handbags’, so what you can do is add the keyword ‘cheap’ to your negative keyword list.  Once done, going forward your adverts will never again show if...

Single Keyword Ad Groups

I am a personal fan of the account structure in a Google Adwords account.  I like the hierarchy that exists and the flexibility it provides.  Over the years this has facilitated a lot of experimentation on the best way to set up accounts to achieve the best possible results for both ourselves and our clients. AdWords Account Structure Credit: Wordstream   If you are familiar with AdWords accounts you will be familiar with this set up too.  And it is probable, like me you have also tried different ways to set up your campaigns as well within the hierarchy illustrated above. There ae many variables one can affect within an AdWords account. The number of keywords in each ad group is one of the most important.  In this post we are going to look at Single Keyword Ad Groups and the reasons for an against setting them up. What are Single Keyword Ad Groups? Single keyword ad groups (SKAGs) as its name might suggest is an ad group in an AdWords account that has a single keyword in it.  This could be constructed in a couple of ways: For example you might have one specific keyword (in this case key phrase) in the ad group with the keyword match type you desire.  Or you might include multiple keyword match types with the same ad group using different bids to allow them to trigger differently. As AdWords has evolved and our understanding of it has increased over the years we have gravitated towards this set up.  Lets consider the pros and cons of doing this: The Pros of Single Keyword Ad Groups...

Google Shopping Arrives In Ireland

If you run an e-commerce business and sell online through your website in Ireland something exciting happened in the build up to Christmas.  That is Google shopping was finally rolled out to Irish Google AdWords advertisers.  This posts gives you the background to shopping, what it is, whose it for, what it can do for you and what the likely benefits might be.  Read on… What is Google Shopping? Google shopping allows advertisers to show their product images, together with a price &  description, next to normal text ads in Google’s search results.  And just like text ads, you only pay when someone clicks on one of the shopping adverts and goes through to the advertisers website. A brief history of Google Shopping Google shopping is new to Ireland having rolled out just last month (that’s December 2016 for those reading this after January 2017!).  Although new to Ireland this feature has been around in other jurisdictions for several years. Today, Google shopping ads are available in the following countries: United States United Kingdom Germany France Japan Italy Spain Netherlands Brazil Australia Switzerland Austria Belgium Ireland Denmark Mexico Norway Poland Sweden Turkey Czech Republic Canada India Russia Who is Google Shopping for? Google shopping is not for every type of business or Google AdWords advertiser.  You must have an e-commerce website capable of taking payments online.  Your products must be available for direct purchase on your website.  Also, the link in the product listing in Google’s search results must go directly through to the same product on your website.  You must provide information on your site in relation to purchase, delivery, cancellation etc...

Top 5 Christmas Wishes For Google AdWords Improvements

2016 has seen some pretty seismic changes in the Google AdWords Advertising.  The one that might prove to be the most significant has happened in the last couple of weeks, that is the introduction of Google Shopping In Ireland.  This new functionality will give a e-commerce websites an opportunity to display their products directly in Google’s search results showing images and prices of products on sale from their websites. Other notable changes include the disappearance of right hand side text ads (to make room for Google shopping ads) on desktop search results and the introduction of the expanded text ad format giving advertisers nearly 50% extra ad space to work with in the main text fields.  We’ve also seen the introduction of demographic targeting for search ads and new ad extensions such as the very recent message extensions being rolled out. Despite all these fantastic improvements in terms of features and the opportunities it affords Adwords Agencies and individual advertisers alike, it would be hugely beneficial if some of floors in the functionality of Google AdWords could be addressed.  We spend hours each day within both the AdWords interface and the offline AdWords editor and over the last few months we have been keeping a note of our gripes.  So Google, if you are listening, below are our Top 5 Christmas Wishes For Google AdWords Improvements. 1. AdWords off line It doesn’t happen very often but when it does, it’s a real frustration.  It’s totally reasonable that from time to time a system as complex of AdWords would need to be taken off line, however, being forewarned of upcoming maintenance would allow work to...

Google Ad Grants For Non Profits

The Irish Charity sector is a crowded space.  There are some 18,539 non-profit organisations in Ireland, of which 8,194 are recognised by the Revenue Commissioners for tax relief and 12,500 are registered with the Charities Regulatory Authority If you run a charity or fundraise for one, you will be all too aware of how competitive this space is and how difficult it is to raise money.  Sheer numbers of ‘similar’ charities are one issue – for example there are 48 charities directly involved in suicide care in Ireland alone. The difficulty of fundraising has been made even harder over the last few years with the sector being dogged with controversy, with damaging stories emerging about several charities including Rehab, Console and the CRC.  This has resulted in declining trust in the sector.  A recent survey by Wheel (the sector’s representative body) found that one third of those surveyed reported falling donations due to the impact of these controversies. It is evident the sector faces significant challenges.  Collectively charities must rebuild trust.  Individually, charities must compete with one and other and ensure they avail of all the assistance and grants that are available to them, to ensure the longevity of their own fundraising organisation. The remainder of this post discusses one such grant available – the Google Non Profit Grant.  This grant is provides eligible organisations free advertising every month on the Google AdWords advertising platform Benefits of a Google Non Profit Grant Receive USD$10,000 in Google Advertising every month in Google Adwords with the potential to drive at least 5,000 additional clicks to your website every month Attract more...

Dominate AdWords With Super-Sized Expanded Text Ads.

This year, has arguably seen the largest amount of changes in Google AdWords since the advertising platform was rolled out nearly 16 years ago. Depending on how you look at it, this has presented Digital Marketing Agencies, who manage Google AdWords for their clients with significant challenges and/or huge opportunities to gain competitive advantage in this advertising space. So what has happened? Well first, in February this year we waved goodbye to right hand side ads: source: search engine land Not only were right hand side ads removed but the number of ads showing at the top of the search results increased from three to four: Why did Google do this? On their blog they say “Earlier this year, we removed right-hand side ads to improve the search experience and make it consistent across mobile, desktop, and tablet” Whilst this is valid, commercial reasons most likely play a major factor in why Google made this change.  The knock on effect of showing four ads in the top four positions in the search engine results is that organic search results are pushed further down the page.  A recent survey found some 55% of people are not aware which links in the search results are paid ads and which are natural, organic ones. So what are the likely results of these changes? More people will click on the ads Less people will see or click on organic results AdWords will become more competitive with more advertisers using AdWords Ad auctions will become more expensive, clicks will cost more Google will get richer(!) And agencies will have to work much harder for their clients to achieve...