The fall of ad copy, long live ad copy
Average users only spend a few seconds to navigate SERPs. They won’t spend time reading your ad copy specifics, regardless of how fascinating it might be.
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Five solid Google AdWords insights from analyzing half a billion dollars in ad spend
In which I set out to look at fresh Performance Grader data to get a sense of what is changing in terms of the overall AdWords ecosystem.
The 10 greatest social media advertising tips for content marketers
Let’s start with the bad news first. It’s tougher than ever to get your content noticed. Changes to Google’s search results pages … read more
Google Expanded Text Ads: 10 things you need to know
Expanded Text Ads are coming to Google AdWords. Are you excited? But more importantly, are you ready? Expanded Text Ads were one … read more
RankBrain Judgment Day: four SEO tactics you’ll need to survive
The way 30 trillion web pages are ranked changed forever on October 26, 2015. That’s when the world became aware of RankBrain, Google’s machine-learning artificial intelligence system.
New AdWords Quality Score Info: What You Need To Know
By now, you’ve probably seen (or at least heard about) Google’s recent video and new white paper about Quality Score in AdWords. In fact, when I first heard about the updated Hal Varian video, I was a bit surprised, given that Google hasn’t bothered to update it for about five years!…
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Don’t Dismiss Broad Match: It’s Come A Long Way
A red car is a red car. Unless it’s a maroon sedan. Or a crimson convertible. Or a burgundy truck. Or, for that matter, a red car. Search marketers know that bidding for exact search terms — a [red car], for instance — yields a high degree of precision, reaching searchers who are…
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Hacking Quality Score: How One Advertiser Got A Quality Score Of 8.8/10
In previous articles, I’ve discussed why I believe that Quality Score is so critical to PPC success. To illustrate the point in a more concrete way, I want to present a detailed case study of a WordStream client that is absolutely crushing its AdWords Quality Score. In this case study,…
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What The Heck Is AdWords Quality Score And Why Does It Matter Anyway?
Last month, Google announced some changes in how Quality Score is being reported. While it’s been described as just a reporting change (as opposed to a change in how Quality Score is calculated), some of my respected colleagues have pointed to the news as evidence that Quality Score somehow…
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The Impact Of Google’s Quality Score Change
To assess the impact of Google’s recently-announced quality score change, I analyzed the pre/post change in Quality Score distribution across data for more than 100 advertisers. Since the exact range of scores differs for every advertiser, we looked at the percentage change in relative…
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Google Changes How AdWords Quality Score Is Reported
In a post today, Google announced it is updating the way AdWords quality scores are reported. The changes will roll-out globally over the next few days. The updates are designed to “tie your 1-10 numeric Quality Score more closely to its three key sub factors – expected clickthrough…
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Quality Score Explained By A Former Googler
With the continuing expansion of ad space at the top of the page (from ad extensions like sitelinks with descriptions), it’s more important than ever to make sure your ads have a great ad rank. But CPCs are on the rise – so unless you can improve your conversion rate so you can increase…
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All Hail Quality Score – King Of The AdWords KPIs!
(Property of HBO) The high-level relationship between Cost-Per-Click and Quality Score is well known: the higher your Quality Score, the lower your cost per click. Earlier this year, I published some research data showing how, as average Quality Scores…
How Creating Crawlable Landing Pages Increased Quality Score
We all know mostly what goes into a delicious chocolate chip cookie: flour, sugar, probably some salt, chocolate chips, and some other stuff. We might not quite know what the specifics are in terms of amounts of ingredients, nor might we know the exact process for turning the raw ingredients into our delicious treat. But […]