AdWords Ad Placement Change Coming
Summary:
The old formula considered your quality score and your actual CPC, which was determined by the advertisers below you. The new formula will consider your quality score and your max CPC bid.
More money, better placement. This will become a huge advantage for the larger companies with healthy budgets.
So, now the really interesting thing to watch is how much will the average CPC increase on current top placing ads?
My fav line from the detailed explanation:
“If you don’t want ads that usually appear in high positions alongside search results to appear above search results, check that their maximum CPCs are not dramatically higher than the actual CPCs you normally pay.“
AdWords Editor
This afternoon I joined into an adWords Editor webinar given by the adWords Editor Team. I have to say it was truly worth while.
As a daily user of the Editor I am very familiar with its functions but I did learn some pretty cool new tricks that will save me some time and effort. I can not imagine trying to manage large accounts and stay within reasonable billable hours of account work without this tool.
Here is a link to a top 10 list of functions that people like most about the tool:
AdWords Editor’s “Top 10 Favorites”
Paid Search Newbie Tips
As I have fallen hopelessly in love with the paid search marketing industry I have learned many things along the way.
I admit I have either made some of these errors, came close to making them. Some of them I have even witnessed colleagues make. I wanted to share these tips in hopes of guiding others new to the industry away from a few road hazards that might come along.
1. Make sure you archive the client’s existing online campaigns before you begin to apply changes.
2.Keep weekly updates of all of your account’s spends and project monthly spends to ensure all accounts are on point to reach and not exceed monthly budgets.
3. Keep in mind that no matter how proven some best practices are with one account, it does not make it a guarantee for another account.
4. Beware of client neglect – Even if it is a simple email to reach out to a client that has not contacted you in sometime. Quiet is not always a good thing.
5. Keep daily logs of your time spent on all of your accounts. This will not only help you keep a handle on achieving the goals of the client contract but it will in turn keep you more conscience of your daily productivity and might even make you work smarter not harder.
6. Don’t be afraid to admit what you don’t know. Ask a senior staff member for help or call your search engine account manager.
7. Make time to learning, webinars, seminars, books, blogs and podcasts. These can provide a wealth of information and new resources. Just make sure the information is coming from a trusted source.
8. Know and accept that reaching and maintaining some account goals can be as difficult as bathing a cat. However, the feeling one gets of achieving this is well worth the stress and effort. Not to mention just pleasing the client.
9. You will make mistakes. Sometimes no matter how much research, time, knowledge and strategy planning goes into an account optimization and maintenance, things can go into unexpected direction and have a poor out come. As I was told by a very wise man “Don’t get discourage”. The important thing is to learn from your mistakes. Accept that you are human and this industry is still so young with no exact science. Communicate honestly and openly with your clients and work towards a solution.
10. Last but not least, don’t forget to eat lunch. You can not battle the world of endless acronyms on an empty stomach.
