Category Archives: SEM

This is where everything regarding pay-per-click and search marketing topics will be discussed.

AdWords Optimization with MCC

It’s not easy understanding AdWords, let alone managing AdWords. I find it continually impressive when small business owners contact me for help with their AdWords campaigns and some how these individuals have taken on the challenge of learning how to make the engine work. It does work, but reducing cost per click and increasing profits requires years of experience implementing and managing campaigns.

My business is in the AdWords Engage Program for Agencies and I’m given a Google AdWords expert from Google to assist in building and optimizing accounts. I love this program and have truly enjoyed working with the Google team to build my business and help my clients.

With AdWords Enhanced Campaigns almost mandatory, my Google representative Donna Palumbo is helping me move a good size account into a solid enhanced structure while leveraging the Quality Score (QS) work I’ve done to date.  During my conversations with Donna, I learned new AdWords accounts come out with a QS of 3 or 4.  While working within one of my client accounts I noticed the rebuild was generating QS of 2 or 3 at the start. The  QS went up to a 9 or 10 within 24 hours. But it got me thinking, why would I continue to work in a clients account if the historical performance was making me run up a sink hole. This particular client is an author of crime novels, we will call him James. He has had a couple of agencies already work in his account and based on performance it’s clear a new start and rebooting QS is a good strategy.

Donna and I are rebooting his book campaigns by creating a My Client Center (MCC) account for James; each account will be one of his books. Making this change makes reporting more labor intensive until we reach the $500 a day spend per account and request an increase. In the spirit of ROI we are building this new AdWords Enhanced architecture out!

Understanding MCC accounts and how they work is the purpose of this post and I’m writing this for James because he is one of those small businesses/individuals who went head first into AdWords and realized it’s not as easy as it seems.

Creating an MCC account is not something you do regularly as an agency or as an individual, so I’m excited to see how this structure supports increasing net profit per book! We are in the beginning stages of the process and I had to ask the client for his userid/password to his current AdWords account. This threw him for a loop because I’ve been invoicing him for my work on his account. This is a section of the email I received from him tonight.

MCC AdWords Common Client Question

When I first met with James he gave me his AdWords account information verbally and I accessed it through my MCC account during our meeting. I never wrote it down. I’m sensitive to privacy and security, so I preferred not to write it down.

An MCC account allows a business owner or SEM consultant to manage multiple AdWords accounts in one interface. Following is an example of how author Jame’s account will change. He has already added his billing information into each AdWords account through his new MCC account.

Jame’s current AdWords account is designed like the example on the left of the image below:

1. Book Author AdWords Account = 1 Client ID: xxx-xxx-xxxx
– Book Campaign 1
— AdGroup 1
— AdGroup 2

Difference Between MCC and Regular AdWords Account

We are building the new AdWords Architecture to support increasing QS and in turn net profit per book with the new design on the right side of the image above:

1. Book Author AdWords MCC = 1 Manager ID: xxx-xxx-xxxx
Book 1 Account = 1 Client ID: 1xxx-xxx-xxxx
-Book 1 Campaign
— Book 1 AdGroup 1
— Book 1 AdGroup 2
Book 2 Account = 2 Client ID: 2xx-xxx-xxxx
-Book 2 Campaign
— Book 2 AdGroup 1
— Book 2 AdGroup 2
Book 3 Account = 3 Client ID: 3xx-xxx-xxxx
-Book 3 Campaign
— Book 3 AdGroup 1
— Book 3 AdGroup 2

I will keep you all posted on progress and performance. The best part of the exercise, is if the new MCC architecture doesn’t work, we have our current account to fall back on!

Are you using MCC as a tactic to increase QS for your clients? If so, I’d like to know!

Top 10 Tips & Tricks in Adwords

by:Ross Dempsey

1. Competitors Ad Copy

Don’t just sit and try to think of the best ad copy that will bring customers in – research it. Type in your most important keywords into Google and see what your PPC competitors are up to. Then simply create ad copy that’s more attractive to the user than theirs! If they’re advertising the exact same product as you but you’re cheaper, add the price in the ad! Or alternatively if they’re cheaper than you, create a Promo code to become cheaper or focus your ad copy on other benefits you offer such as free delivery.

2. Rotate Your Ads

There’s only one way to find out which ads work best in bringing in traffic to your website, and that’s by testing them. Always have 2-3 ads running at the one time and regularly test new ads to make sure the ones you have running are bringing in the highest click through rate and conversions.

3. Optimise landing pages

AdWords is like a game and you want to gain the highest quality you can for your keywords as this will ultimately lower your cost per click.

CPC = Quality Score x Bid

As well as having a relevant ad you also want to offer a relevant landing page experience. Flag this up to Google, add a profitable keyword into the url and optimize the page to include the keyword too!

4. Mobile Ads

With the amount of people using their phones and tablets for internet access these days it’s worthwhile splitting your ad campaigns up for laptop/pc users and mobile/tablet users. Not only will this allow you to see where more revenue is coming from, it will also allow you to adapt your ads to both.

5. Geo Targeting

Break your campaigns up into different campaigns targeting different locations. This allows you to target different keywords and ads towards different areas. For example if you are a well known hotel targeting the whole of the UK and are looking to promote a new afternoon tea special you may only want to target the people within a certain distance of the hotel.

6. Ad Scheduling

Once your ads have been running for a while you can identify the times of day when users are more likely to convert into customers. This allows you to focus all or the majority of your budget to these times and reduces the cost of wasted clicks at other times.

7. Ad Extensions

Ad extensions are great for offering more information with your ads. Whether it be promoting deals through site links, using location extensions to display a local presence, link the ads to your Google Merchant Centre products with product extensions or add your number with call extensions (particularly useful in the mobile campaigns already mentioned!). For more information about site extensions go to…

8. Dynamic Keyword Insertion

Dynamic Keyword insertion (DKI) allows you to enter a snippet of code that will automatically update your ad with the keyword in your account that the user has searched for. It’s not the easiest of techniques to use but it makes your ads more relevant to potential customers, and at the same time makes it easier for you to create unique ads specific to what they’re searching for. For more information about DKI check out Googles…

9. Add a full stop

If you can’t quite fit all the information you want in the headline and your ads are in the top 3, you can expand the heading to include the first description line. All you have to do is add a full stop at the end of the first description line. That’s it! When you’re in the top 3 you’ll get a nice long heading and if your ads drop to 4th position below it will just go back to normal!

10. Focus on phrase and exact match to keep costs down

If you need to keep the costs down focus on phrase and exact matches keywords rather than broad. Whilst this will lower the number of impressions your ads get it will also lower the cost of wasted clicks with your ads only showing for more specific and relevant search terms

Guest blog post done by: Ross Dempsey is the Head of Marketing for Glasgoweb, offering web design, SEO and PPC in Scotland. Ross’ particular expertise lies in SEO, PPC, Social Media and Analytics.

Filter Bubble – Digital Obesity – Eli Pariser

This week I watched Eli Pariser: Beware online “filter bubbles” on and it hit home to me. I’ve said in the past, Facebook is the AOL of our time. In this video Eli Pariser expands AOL to Google and all information providers within the internet. It hits home when Eli says, “We really need you to make sure that these algorithms have encoded in them a sense of the public life and a sense of CIVIC RESPONSIBILITY” – I believe in what he’s saying; I don’t want my life to be tailored to my interest, it’s the freedom of the internet which peaks my interests. I don’t want information delivered to me, I seek to find it on my own.

This is a must see video for everyone.

Quotes from Eli’s Speech:
“Now we are kinda back in 1915 on the web and we need the new gate keepers to encode that kind of responsibly into the code they’re writing. You know, I know there are a lot of people here from Facebook and from Google, Larry and Sergey; people who have helped build the web the way it is and I’m grateful for that, but we really need you to make sure that these algorithms have encoded in them a sense of the public life a sense of CIVIC RESPONSIBILITY. We need you to make sure that their transparent enough that we can see what the rules are, that determine what gets through our filters. And we need you to give us some control, so we can decide what gets through and what doesn’t. Because I think we really need the internet to be that thing, that we all dreamed it of being. We need it to connect us all together; we need it to introduce us to new ideas, new people and different perspectives – and it’s not going to do that if you leave us all isolated in a web of one.”

Facebook Page Admin Posting as Self

Facebook and it’s updates constantly make learning Facebook a continual process. I haven’t had a need to post to my clients pages as myself because I’m generally the voice of the business. Tonight’s been different. I’ve been trying to upload a picture of the new car I purchased at Shawnee Mission Kia as me and not an administrator and it’s not doable with everything I’ve tried.

You can easily switch between business Facebook page and personal profile through the Account menu and make comments as an individual or the business Facebook page, but when uploading a picture of your new car, new shoes or anything you may buy as a Facebook individual to a Facebook page you administer, your out of luck.

Oh, and I’m still trying to figure out a reason to ever select this option in your Facebook Page Admin> Your Settings:

Has anyone had success posting a photo to a Facebook business page you administer without removing yourself as an administrator?

Google Kansas City Megabit Web to Gigabit Web

It’s amazing what’s about to happen to Kansas City and I have goose bumps every time I view and view again the Youtube video with Google executives and Kansas City State Council speaking about the prosperity in the works. Thanks to Google this change has the potential to positively and immediately affect the citizens of the Kansas City Metro.

I love the below video and it makes me proud to have relocated to a place where Google is literally digging roots!!!

The Kauffman Group and many other sponsors are making the Startup Weekend Kansas City event happen on April 15-17. I’m heading there on Sunday for the celebration, get your tickets now!

More to come soon! Anyone going to the KCStartUP?