Internet Marketing & Communications
Hey Guys,
If you´re interested in improving your adwords optimization skills check this:
…this is just part 1. You can find more on youtube.
It´s a bit boring, but if you manage not to fall asleep, this might help you get better results with your adwords campaigns.. 
Today, in online marketing, there is much focus on search, either with organic search, SEO, or paid search, SEM. The efforts of many online marketers seem to go only into driving visitors to a web site. Traffic is what matters.
Driving traffic to a web site is definitely vital to a site’s success. But it’s not everything. Not only is the quality of traffic important, but also what happens once each visitor lands on the page. Whether they’re likely to return is another question..
Many SEO and SEM specialists seem to be most concerned with finding out ways to drive most traffic, regardless if only a small percentage will actually convert. Numbers are what matter. It wouldn’t be weird to notice an SEM and an SEO department in the same company competing to see who brings in most visitors.
As I have said, search has a fundamental role in the online marketing mix, but it stops once the visitors have reached the site. What happens next is nevertheless, of equal importance. If most visitors arrive and bounce away, all that effort has been in vain.
I am convinced that any search strategy, be it SEM or SEO, should take into consideration the whole consumer cycle, from brand awareness to brand loyalty.
Ideally a concise marketing strategy should consider and fine-tune all elements of the online marketing mix. Search is one of them, but also user experience, analytics and product, to name a few, have a huge input.
Understanding whom your audience is, what they do once they’re on your site, and what your product means to them, helps you build a strong brand and lasting customer loyalty.
After all, once they get there they should always come back…with their friends!
You have been running an adwords account for a while till you realize that the results are not quite what you expect. The conclusion is that your account’s structure is not the right one. The campaigns are too broad, overall CTR is poor and you’re paying too much for a click. As a result, ROI is far from where it should be and re-thinking your account is the next thing to do.
If you have to re-design your MCC account, you’re obviously not going to start from scratch. You have good keywords with good past performance and quality score, which you want to keep. But you should carry on this transition slowly.
Keep in mind that any large changes made at once could be potentially harmful to your overall quality score.
By moving keywords and ads too fast, past positive performance is simply lost.
Therefore, keyword transition must be a gradual process. Best practice is to move bits by bits of your account and allow adgroups and keywords some time to pick up shape again.
The same goes for new ads. If you wanna keep your ads past performance, you should rotate new ads in and gradually replace the old with the new ones.
Last but not least: bid changes. For the same reasons above, large bid changes should ideally occur on a gradual basis.
Finally, take time to plan your accounts transition and setting daily tasks.
Have a good week!
Doritos has just lauched this viral branding campaign…Good idea and if the application works, that’s even better!
Before planning and executing your PPC campaign, much attention should be paid on how to structure your Adwords MCC account. The right structure will mean high performance, easy management and high ROI for your campaigns and keywords. The wrong structure, on the other hand, will mean poor performance, messy management and maybe no ROI at all.
This is specially the case with adwords accounts that must taylor campaigns for a great variety of products, geographical locations and languages (just to name a few…). Organizing huge volumes of adgroups and keywords is the greatest challenge in setting up efficient campains.
But what are efficient campaigns?
I guess this is a good starting point in deciding which direction to take. How do you consider a campaign to be efficient? By its unique relevance (at the campaign level…adgroups, KWDS and Ads)? or by its ability to be managed efficiently on the long run?
I would definitely choose for a model of easy and efficient management pushing for as much relevancy as possible on the adgroup-level. This model would mean less campaigns, but more keywords in the adgroups. This way you sacrifice, to a certain extend, the relevancy of adgroups and ads (by grouping different keywords in same adgroups), but you gain more campaign overview. This allows you to monitor campaign performance more easily as well as to allocate budget and optimize campaigns rapidly.
Whatever decision it’s made on your campaign structure, it’s better be the right one. After all, getting a hair cut works better than having to get a face-lift 
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Welcome to my blog!
I’ve just created this tiny cozy space and invite you to join in.
I thought of you because you have something interesting to say about online media and marketing communications. Whether you’re an SEO specialist, a developer, web designer or just crazy about the web, I hope this will be the right place for you.
Anything you might have to add is more than welcome. You can write posts, comments, send videos, links and anything that might give us all new ideas and inspiration.
Thank you for popping by!
Later,
Lucas
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