March 13th, 2008 admin
If you’re using expanded match within Google for any campaigns, then a good way to find which terms Google aggregates is the following:
For a client selling BLINDS (i.e. Window Blinds), there are obvious connotations that could be followed that are clearly irrelevant. By entering the search query: ~blinds -blinds into google you will see in bold all the terms that Google has equated. For example:
visually impaired
treatments
shades
Drapery
Curtains
Coverings
Try it for yourself - it could provide you with significant new keywords or negative keywords to optimize your account.
Posted in general ramblings | No Comments »
March 13th, 2008 admin
Google have launched Ad Manager which allows a website to sell ad space. This ad space does not have to be sold to Google exclusively, but clearly it is designed to plug into Adsense:
- Does Ad Manager require exclusivity?No. Ad Manager doesn’t require exclusivity. You’re free to use other ad management and ad serving products along with Google Ad Manager or switch to another provider at any time.
- Will I be restricted to AdSense as my ad network?No. You can use any ad network you like. With Google Ad Manager, you can optionally enable AdSense to deliver the best-paying ad source for each impression.
So what does this mean? It’s symptomatic of Google’s assault on display advertising. This method will allow them inside information into display advertising networks via this management tool which will be invulerable. Additionally, this movement goes hand in hand with the DoubleClick buy out which happened around July last year. With the YouTube buy out and a possible purchase of Digg, the roll out of display advertising on these hugely popular sites could push the Google display advertising market share through the roof. The double click purchase already enabled them to get more than a 50% market share, so this is purely the beginning.
Posted in general ramblings | No Comments »
March 13th, 2008 admin
So, google checkout has really taken off in recent months, with large companies such as Vodafone using the conversion option - probably because it has been found that the Google Checkout image next to your PPC ad is a good way to increase click through rates, and thus improve the quality score and performance of your campaign.
But is there a downside? There always is with Google, in some form or another. In the United States retailers found that Google had increased the minimum bid prices for top converting terms shortly after Google Checkout was released. Essentially, this means that Google used google checkout data to discover the margins being made on the conversions passing through certain keywords. Armed with this information, they knew exactly how much blood they could squeeze out of the proverbial stone.
The moral of the story is- if you have already seen the impact of Google checkout on your keywords, and you want to integrate it into your online retailer, then it is a quick way to increase performance in your campaign.
Posted in general ramblings | No Comments »