Click Insight

Google makes it easier to solve incorrect Ads being triggered

Gerard — Mon, 30 Jan 2012 18:17:18 +0000

One constant source of frustration I have with AdWords is finding that Ads are being triggered by the incorrect keywords. This results in Ad text not matching the search and lowers CTR.

In a large account this can be fairly common and occurs ( believe) because a broad match keyword in a separate AdGroup has a higher quality score (QS) than the keyword in the AdGroup you want to trigger the Ad.

As an example, an account containing the AdGroup “AdWords Consultant” which contains keywords such as “Best AdWords Consultant UK” could be triggered by the search “AdWords Company UK” EVEN when an AdGroup “AdWords Company” containing this keyword as an EXACT, PHRASE and BROAD exists! Why? Because the QS for the keyword is higher in AdGroup “AdWords Consultant” and through BROAD MATCH rules it can trigger the search.

The remedy is either one of two things –

1, Add a negative into one of the AdGroups to prevent it triggering the other AdGroup Ad. This is fine, but sometimes you may not wish to exclude a certain search phrase from either AdGroup.

2, Increase the bid on the correct keyword, thus increasing its QS.

The problem up until now I’ve found is identifying which AdGroup the keyword is in which is causing the problem. The hover function told you the problem existed, but didn’t tell you where it was coming from. Now though, Google are indentifying the problem AND the AdGroup which is causing it. This information is shown in the orange section I’ve covered up in the screenshot.

Google – the new Microsoft?

Gerard — Sat, 14 Jan 2012 15:32:13 +0000

Through tech history there has been a cycle of dominant companies, companies so untouchable that you wonder how things will ever change. Just a few years ago Microsoft was in this position and you really wondered how it could all go wrong. Well I’m not sure that it has all gone wrong completely for them yet, but certainly Apple seems to be winning the PC war, Microsoft still hasn’t developed a phone platform that interests anyone and neither have they found a social media or search platform worth mentioning.

Now look at Google. They still have in excess of 75% of the UK search market, their Android phone operating system is no.1 and their Google+ social media platform has been welcomed and viewed as successful…..so far.

There are indications that all might not be well at Google though, as like other dominant companies they have been perceived to be leveraging their position. In the past few days there have been three separate reported stories –

1, Google expanded its own “plus” results prominently into the middle of its search results, causing uproar. Now. We hear that the US Federal Trust Commission enquiry into Google will be expanded to include this -

http://searchengineland.com/report-ftc-expanding-anti-trust-investigation-of-google-to-include-plus-108138

2, Elsewhere, just a couple of weeks ago it was widely publicised that Googles own PPC Adwords system was publishing illegal ads, and Google was profiting from it.

http://www.bbc.co.uk/news/business-16468846

3, In the same time we heard how Google was forced to downgrade its own Chrome website after discovering that bloggers were being paid to promote, and like it.

http://www.guardian.co.uk/technology/2012/jan/04/google-chrome-browser-search-rankings

Its very early to say this, and its certainly not clear who, if any one company can profit from this situation. But when Microsoft spent all that time fighting anti-competition lawsuits it also wasn’t obvious who would profit. Could 2012 be the year where Google finally starts to make some wrong decisions?

SEO’ing in the dark again?

Gerard — Fri, 21 Oct 2011 15:35:58 +0000

Its an odd decision for Google to take, as it announced this week that it would securely encrypting users search data this week in the US. In effect it was devaluing the power of its own software – GAnalytics.

The announcement on its own Analytics Blogspot site came as a bit of a bolt out of the blue. What it means in laymans terms, is that if a user (currently only US users who are logged in) types a search into google and clicks on a link to a 3rd party site, that 3rd party site will no longer know what the user typed in to find them.

Previously all search data, whether PPC or organic could also be viewed at keyword level with GAnalytics (or other analysis software). Now, thats changed. It doesn’t effect AdWords PPC data, but does effect the organic data. Now, they’ll be a percentage of keyword data marked “unclassified”. The fear now for all SEO consultants is that over time that unclassified percentage is set to increase.

The logic from Google’s perspective is privacy. Although that logic seems shakey. Others say its a manoeuvre to protect their competitive position from other networks. Either way, its a bad day for us.

For SEO companies and consultants across the world, their job just got tougher. It’s always hard trying to justify the work being done as so much appears invisible, but at least at the end of the month you could demonstrate the growth in organic traffic and drill down to show the actual visitors who’d found your client by searching for the keyword(s) you’d optimised your client for. Not any more you can’t.

Google SERPS results testing

Gerard — Thu, 01 Sep 2011 12:31:00 +0000

The format of these results seem to be changing almost daily at the moment. Today, the “meta-description” or content element is being expanded out to three, or even four lines in places using a smaller font.

Anyone else seeing these results?

So what is Google +1 then?

Gerard — Sat, 16 Jul 2011 21:17:00 +0000

Its been an exciting few weeks if you are a follower, or auser of Google. Its launched both its Plus One (Google +1) button which allowsregistered users to both share and recommend websites, along with Google Plus (Google+) which is its brand new social networking offering. Of course this is anatural development in the path of Google as it both reacts to competitors andtries to offer users exactly what they want.

So what is Google +1then?

The idea of Google + is to help you and friends rememberwhich sites, places or products you may previously have visited. You know thescenario – you previously found a hotel and can’t remember which website yousaw it on, well the +1 sign gives a strong signal as to which one it is (itsbasically a bookmark). The same goes for other people you may know though –again it may be that friends told you about a hotel they previously stayed in,well if they’ve +1’d it then you’ll see that in the Google search results.

Of course that is the theory, in practice it does mean thatyou need to be logged into your Google account to both see and post thesemarkers – we’ll have to see what kind of update that gets. The nice thing isthat you can keep your +1’s personal or public depending upon your approach toprivacy and sharing on the internet.

And Google+ Is that any different?

In a word yes. It’s actually an amalgamation of several differentGoogle services including the aforementioned Google +1. Its aim is to be thenext big thing in social networking. It features several new buzzwordsincluding Circles – these being the way you structure your relationships. Thisbuilds on the concept that actually you maintain different relationships withpeople in different areas of your life e.g. family, work, friends etc and it isintended to allow you to structure the way you communicate with themaccordingly.

It also features Hangouts, which give the power to build anonline area where groups (of any sort) can be organised and communicate online.Oh, and the official word from Google itself is that if you are a business or abrand you should wait a little while longer before applying for a Google+ forbusiness account. So don’t go building your company hangout just yet.

Huddles emulate phone texting (txting) but allowconversations between multiple persons, rather than just two like a phone textconversation. Sparks suggests interesting things based upon a search youperform. Instant Upload is the onlinephoto sharing platform. There are also some signs of a skype like phoneservice, perhaps based upon the previous Google Chat.

At the moment Google+ is still officially in test modealthough uptake has been exceptional this far. No doubt new services will beintroduced in the coming weeks prior to a full public launch. Google have alsoapplied to launch this in the Apple App store – something they previously haveeither not managed to get permission for, or have applied for – a sign ofintention with this product no doubt.

What about SEO though?

Well for some time the search engine algorithums have beentaking into account activity levels across a range of platforms includingsocial media sites. So in the case of Google+ this is unlikely to be nodifferent and any SEO strategy needs to reflect this. Of course it is likely that Google will place more emphasis on activityon this site than any of the other search engines will. So at this stage itwould be very sensible to be planning some activity for your business onGoogle+ (note the guidance of constructing a business page above) and encouraging friends and family to start +1ing your website.

Google Plus One Hangout

Gerard — Fri, 01 Jul 2011 08:41:00 +0000

After finally getting a trial invitation I couldn’t wait to hangout – a bit underwhelming so far I’m afraid.

No, social media isn’t going to change your business

Gerard — Tue, 31 May 2011 18:09:00 +0000

I read this article recently http://www.businessinsider.com/why-i-will-never-ever-hire-a-social-media-expert-2011-5? and for a short period of time afterwards found myself gloating over the authors rant against the perils of over investing in social media. You see social media is all the rage, whilst my beloved SEO suddenly seems so old fashioned in comparison.

But actually the author makes a very valid point in this piece, one which can just as easily be applied to SEO – the point being that in isolation these forms of marketing are not suddenly going to change your business. Not without hard work and measurement forming part of what used to be known as the marketing mix to help form a relationship with your customers. Social media (or SEO) are not wonder cures I’m afraid, if you don’t measure them you’ll never understand whether they work or not.

Before you engage in any marketing activity you need to measure it in order to establish an ROI (return on investment) for it. Fortunately with SEO and PPC it is usually a straightforward process to track ecommerce activity, or enquiries via forms or phone. Once the data is being collected all that is needed is regular reporting and sensible interpretation.

You also need to understand how social media fit into the marketing mix and be prepared to use good old fashioned methods where necessary. Remember also, a solid social media plan can help your SEO efforts!

Google Adwords Broad Match Modifier

Gerard — Wed, 25 May 2011 12:28:37 +0000

If you are using Google Adwords you should be aware that there are different match typesavailable for you use to try and filter, or refine the searches which your ads get shown on. The four being -

Broad match
Phrase match
Exact Match
Negative Match

Recently Google have introduced the Broad Match modifier, its use is defined by Google below -

Broad match modifier allows you to create keywords that have greater reach than phrase match and more control than broad match.

Adding modified broad match keywords to your campaign can help you get more clicks and conversions at an attractive ROI, especially if you mainly use exact and phrase match keywords today.

Just put a plus symbol (+)with no spaces directly in front of one or more words in a broad match keyword.

Your ad will show to users who search for close variants of the modified term. Close variants include misspellings, singular/plural forms, abbreviations and acronyms, and stemmings (like “floor”and “flooring”).

Here’s the example they provide -

Broad: dress shoes Also matches*: classic brogues, formal footwear, lace-up wingtips…
Phrase: “dress shoes” Also matches*: black dress shoes, men’s dress shoes…
Exact: [dress shoes]Matches: dress shoes:

Using the broad match modifier -

Modified Broad: dress +shoes Also matches*: evening shoes, square-toe formal shoes…
Modified Broad: +dress +shoes Also matches*: dress shoes, men’s shoes

The power of Search & Social Media – not convinced?

Gerard — Tue, 24 May 2011 20:15:35 +0000

Google Instant Preview is switched on for AdWords PPC Ads

Gerard — Tue, 26 Apr 2011 07:16:00 +0000

In the last few days Google instant preview has finished being tested and switched on for AdWords PPC Ads. Its too early to say what effect this may have on account stats, but its fair to surmise that with searchers being offered a sneak preview of the landing page prior to clicking thru, this should increase the quality of traffic whilst also decreasing the volume of traffic.

No doubt Google see this as a win-win situation for both searcher and advertiser. More to follow.