Google Adwords New Interface

Google AdWords new interface got with it, many changes in the way of working and managing accounts by the webmasters. AdWords campaign management has been redesigned to get your work done faster and more effectively and efficiently.

The following are few points that add value to the AdWords campaign management:

• Quicker Account Navigation

• Efficient Campaign Management

• Reduced Time & Effort

• Optimization Opportunities for Improvement

The new interface has changed, the way of managing the AdWords accounts by the webmasters.

HENCE IT'S WORTH A TRY

Keyword Research – Pay Per Click

Keyword research is one of the important aspects in Pay Per Click Advertising. This key step determines the quality traffic to the site.

LETS CHECK OUT , WHAT MAKES IT SO IMPORTANT:

1) Researching for the quality keywords helps the advertisers to target the right audience.
2) Researching for the specific keywords will drive the defined audience.
3) Researching for the relevant keywords will help advertisers to capture the audience, potential to the business.

In turn, all the above will be a source for better performance.
Each Pay Per Click program has its own process to make it more effective in terms of performance.

New Search Features in Google Adwords

Google launched the following new additional features to help advertisers to get better insight in search and target the right set of audience.
Data sources - New: Google added more data from Google News, Product search and Image sites, so that the advertisers/retailers can see for the data being searched by the target audience across the world. For example: retailers can stock more of those products that are in demand.
Category suggestions - Search: At times, advertisers wonder as to which category the term can also be listed in. Google is now providing suggestions related to the different categories the term can be listed in. For example: for the term “Media” the Insights for Search will display the related categories i.e. Entertainment and Travels.
Metros - U.S.: This feature helps the advertisers to drill down to specific geographic regions, or metros, to see the varying interests at different levels.

Updated - Display URL Policy

The following changes will be implemented, beginning the week of February 24, regarding multiple display URL domains in a single ad group. These changes are with respect to AdWords policy.

Multiple display URL domains will not be allowed in a single ad group. On the other hand, all display URL domains need to have the same top-level domain. These changes to the policy is applicable to all advertisers along with those ones with exceptions in the past.

Example 1: The display URLs in a single ad group that will comply with the change in the policy:
• www.abc.com
• www.mobiles.abc.com
• www.abc.com/mobiles/resources/
• www.abc.com/index.html

Example 2: The display URLs in a single ad group that will not comply with the change in the policy:
• www.abc.com
• www.abc.mobiles.com

The advertisers can use separate ad groups for each domain for convenience.

The ad’s display URL needs to match with the destination URL i.e. landing page URL.

I guess, the above mentioned information would help all advertisers to cross check to see whether their AdWords accounts will be affected by these changes.

YSM – Negative Keywords

YSM (Yahoo Search Marketing) – uses Excluded keywords, often known as Negative keywords in Pay Per Click Management. Excluded words feature provides the advertisers to block unwanted traffic.

Usage Relevant to Matches:
An advertiser can use this feature to keep away unwanted traffic by not allowing the ads to show up when the search query includes these word/words.

Excluded Words in the Account:

1) Account Level: Adding at the account level includes the following steps:

• Go to Administration tab.

• Click on “Tactic Settings”.

• On the “Account Tactic Settings” page the “Excluded Words” feature is displayed.

• Enter one word/phrase per line without commas or semicolons after each keyword.

• Click “Save Changes”.

2) Ad Group Level: Adding at the Ad Group level includes the following steps:

• Go to “Ad Group Settings” page.

• Click on “Tactic Settings”.

• On the “Ad Group Tactic Settings” page the “Excluded Words” feature is displayed.

• Click on “show”, to display space to enter these words also showing
the terms at the account level.

• Now, enter one word/phrase per line without commas
or semicolons after each keyword.

• Click “Save Changes”.

Thus, the terms can be used to get quality traffic and improve the performance of the account.

Search-based Keyword Tool

Search-based Keyword Tool: New, free tool offered by Google to enhance the dimensions in keyword research.

The following is the process in which the tool works:

Process:
1. It looks at the content of your website and will check this across and matches it against Google search queries i.e. search terms entered by users in Google.
2. Once this process is done, it provides you with a list of relevant and searched keywords.
3. The list of suggestions is then filtered that eliminates keywords already existing in the account.
4. Finally, results in, set of keywords that are completely new and unique.

Getting started with the tool:
1. Go to http://www.google.com/sktool, then
2. Sign-in to your AdWords account, (will take you to a window with options).
3. Enter the URL of your website, (it is a required field).
4. Check out the keywords by Clicking 'Find Keywords'.

The tool lists the following fields:
1. Monthly searches
2. Competition
3. Sugg. Bid
4. Ad/Search share for the term.
5. The page on your website the term is most related to.

Negative Keywords - Microsoft adCenter

Negative keywords: are the terms used to prevent the ad from being shown for search terms that are not relevant to what you are advertising.

Example: if you are a service provider and are not providing free services then “free” would become the Negative Keyword.

These keywords help the advertisers to advertise their ads to the appropriate set of audience.

The most important aspect in the usage of these keywords are:

• Eliminate unwanted visitors to the website.
• Drive quality traffic to the website.
• Improving the quality and performance of the account.
• and much more.

Hence, Negative keywords can play an important role in targeting the right audience and in turn improving the numbers in terms sales/purchases.