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Archive for Pay Per Click’ Category

28

Mar
2017
Comments Off on Brand Campaign Negative Keywords

Brand Campaign Negative Keywords

If the aim of your brand PPC campaign is to sign up new customers, then good negative keywords are probably

login
“log in”
signin
“sign in”

e.g. see the following search on google.co.uk

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13

Feb
2017
Comments Off on PPC For Mobile Devices

PPC For Mobile Devices

Just in case you are not sick of every man and his dog going on about this…

The following is becoming increasingly common for lead generation web sites.

i.e. You cannot afford to ignore mobile devices.

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26

Feb
2016

What Is Bing Ads’ Market Share In The UK?

bing-ads-logo-2016
I read this article

http://www.stateofdigital.com/new-generator-electric-world-search/

recently which says that Bing’s market share in the UK is now 17.8%.

Here’s an old article of my own using 2014 data –

http://www.ppcni.com/worth-setting-bing-ads-account-uk/3531/

which showed it was pretty close to 10%.

This is a bit out of date now, so let’s look at the last full six months of e-commerce PPC only data for the UK from 1st August 2015 to 31st January 2016.

Bing Ads Sessions = 20.87%!

Bing Ads Revenue = 15.45%! (Transaction value up 15% from the same period the previous year compared to only a 5% increase from AdWords).

*The Bing Ads and Google AdWords accounts for this e-commerce site are not directly comparable (different amounts of brand traffic and shopping traffic to name just 2 factors) and lots of factors outside my control can affect results. Even so, it does look like Bing is starting to take market share from Google!

**From what I’ve seen so far, there is a much bigger difference in the amount of revenue you can get from Google Shopping compared to Bing Shopping. Hopefully this will change in the not too distant future.

***This is a pretty small sample.

For the Republic of Ireland it doesn’t look quite so rosy yet – but hopefully Bing won’t forget about our friends ‘Down South’.

NB – for e-commerce sites I think it’s sensible to count ‘market share’ as ‘share of revenue generated’.

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24

Feb
2016

Negative Keywords List Updated With Postcodes

Now with postcodes for Northern Ireland and Great Britain, so you can exclude people searching for a product or service within a postcode to which you cannot provide that product or service.

e.g. I have seen a campaign where England was explicitly excluded as a location in campaign settings, but ads were still shown when someone searched using an English postcode (something that Google should really have a better handle on but there you go).

negative-keywords-list-ni-gb-feb-24th-2016

https://docs.google.com/spreadsheets/d/1pwTTFH714InYersKDjScTmAaCv-GdXq4bFkJ6Md9S_4/edit?usp=sharing

When I get time I’ll try and segment postcodes by England, Scotland, Wales also.

Feel free to copy and paste from this (click on the image below to open the Google Spreadsheet and hover over column heading to view comments).

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11

Jan
2016

Google Analytics Tagging And Website Redirects

Google Analytics is a brilliant tool. It’s only as good as the data you pass back to it though.

AdWords and Bing Ads make it easy to auto tag your PPC traffic for analytics, but you need to put a lot of effort into making sure that all your traffic sources are tagged correctly. See https://support.google.com/analytics/answer/1033867?hl=en for an intro to tagging your traffic correctly.

But even if all your traffic is tagged perfectly, it is not guaranteed that your web site will not destroy these tags in some situations e.g. 301 and 302 redirects.

I had seen this happen with a Magento site which had an SEO plugin which when implemented, appeared to reduce conversions from Google Shopping traffic in Analytics to zero (though it took a while to work out what was happening as it only affected Shopping campaigns and not other AdWords campaigns, because 301 redirects were only happening on product pages and not category pages).

So, what exactly is the situation with redirects? What *will* and what *will not* mess up your tracking on your web site?

I got a very helpful reply from Google AdWords support which I have pasted almost verbatim below. Short summary is that redirects generally will mess up your tracking. :-

Whether a redirect is “destroying” the parameter used to tag a URL, depends on how you implemented the redirect. e.g. http://www.ppcni.com/blog?gclid=test123 does not provide Analytics with the parameters required to track your URLs. So – yes, your 301 redirect will destroy the tagging for Analytics.

However, there is a solution to this problem

(1) Troubleshooting
It’s best to use the Chrome Developer Tools to help you troubleshoot.

Turn on Record in the Chrome Developer Tools (black circle on the bottom bar in the Network tab). Enter the original destination URL with the test parameter appended into the address bar. Press Enter to load the URL.

Under the Networks tab and Headers pane on the right, click some of the first requests listed–they will generally not be type-specific requests (no image or code file extensions).

Inside the request, look for an HTTP status code of 301 or 302.

Under the Response Headers section, look for the Location value, which indicates where the browser has been redirected. (Note that redirects can consist of multiple legs, so you might have to check several page HTTP requests to find out where the parameter is lost).

If the new URL doesn’t have the parameter and the value you specified earlier, then it’s likely that Google Analytics has not been able to store the parameter value.

In some cases, you might not see parameter in the final landing page URL but the Analytics code from the previous page might still have sent it in the redirect process (this usually happens too quickly to observe by eye). To check if the parameter was sent by the Analytics code on a previous page, look at the collect request made by the page. Use the filter icon to help sort or search for collect requests. (In your case: it did not send this request).

In Chrome Developer Tools, under the Networks tab, click on the collect request in the left pane (if it’s there).

In the Headers pane on the right, under the Query String Parameters section, look for the dl parameter in the collect request.

You should see your parameter. If you don’t see this value, then the parameter was not successfully parsed and stored by Google Analytics.

(2) Resolving
To resolve an issue where the Google Analytics tagging parameter is being removed by a redirect, and if the redirect is caused by a server-side rule, and you can’t stop the redirect, configure your server to allow redirects to carry query parameters from the initial URL to the final URL.

For example, the URL with your tagging is: www.example.com/redirecting-page?gclid=TeSter-123, when the redirect occurs it should forward the user to www.example.com/new-url?gclid=TeSter-123 (note here that the gclid parameter remains the same, although the page URL changes).

 

*NB – none of this affects AdWords conversion tracking *unless* you are importing goals/transactions from Google Analytics as conversions into AdWords.

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7

Jan
2016

Bing Ads Now Showing On AOL UK

bing-aol-settings-jan-2016

It’ll be interesting to see how AOL performs compared to Yahoo, Bing and Google though it’ll be a long time before you can be sure if you are in the UK as their market share is so tiny. Bing reckon you should be able to increase Bing Ads clicks by around 5% by including AOL in your search network campaigns. Though it’s not clear if they are talking about worldwide or just USA when they say this (Bing tend to think the world revolves around the USA more than Google)…

You don’t need to make any changes to existing campaigns / ad groups for them to start showing on AOL. In fact there doesn’t seem to be any way of stopping them from showing on AOL!

Also, this doesn’t apply to the Republic of Ireland.

Full details – http://advertise.bingads.microsoft.com/en-us/blog/40010/details-on-bing-ads-changes-with-aol-partnership

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