New: Ad Variations In Google AdWords – Video Tutorial

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AdWords recently rolled out, amongst other changes, some features to help with as testing just in time for the holiday season. These changes are only available in the new AdWords experience interface and, I suspect will only ever be available there so, it’s yet another carrot from Google to move over to using the new-look AdWords.

The new feature makes it really simple to test variations to headlines , descriptions and more in your ads without having to create completely new variations each time. It also provides a much simpler way to understand the outcomes of your tests without having to use excel or go crazy with AdWords labels to keep track of things.

For a step by step tutorial on setting up the new as variations feature on your account or, to see the different ways you can expand on your current address testing strategy using variations check out my tutorial above.

Perfect PPC Interview Practise in Just 20 Minutes – Chatbot

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Not Just Another PPC Interview Checklist

In a fast-moving industry like digital marketing, particularly PPC staying on top of your CV, case studies and the latest news can all be challenging. So even if you have had recent interview practice, you may find a lot of your examples/references going out of date quickly. If you’re new to the industry, it can be even more daunting getting prepared for your first interview in PPC.

Never fear, having interviewed and, nurtured a host of great digital marketing talent over the last few years and, catching up with other industry experts I can help you get prepared for your first PPC interview or blow away the cobwebs if you’re looking to get some practice on talking about your achievements and experience again.

But wait, this isn’t another “top 10 most common PPC interview questions” – I’ve seen enough of those and, the devil is all in the delivery and explanation. So to give you a more natural feeling practice that will really stick in your mind. I’ve deployed the ultimate PPC interview practice with a helpful chatbot to make you feel at ease and guide you through some PPC interview practice to get your prepared for any PPC interview!

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But Just In Case You Need Some More Hints

Common Questions

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Talking Points

Micro-Moments & Strategy

Programmatic & Brand Safety across channels

How Quality Score/Ad Relevancy Work

Brush Up On

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“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”

“Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.”

5 Predictions For PPC in 2018 – Plus PPC 2018 Trends Video

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Look Out for These 5 PPC Trends in 2018

As we enter a new year I wanted to throw together some of the reasons I’m looking forward to PPC in 2018. Some of the big changes from 2017 (though there have been many which you can read more about here) affected all aspects of daily life in the industry from reporting to optimisation and even campaign creation/strategy.

  • New UI
  • Audiences
  • Expanded Text Ads permanent
  • Online-Offline Tracking
  • Google Attribution
  • Google Exact Match Changes

Although the summary above was just the tip of the iceberg in 2017, there’s no sign that PPC in 2018 will slow up and the 5 big trends below are likely to gain momentum and affect marketing across the spectrum.

Machine Learning

Pay-Per-Click professionals jobs remain safe and growing in 2018, however, machines and, machine learning will continue to change the role and key functions of PPC and PPC professionals over the next few years. Jeff Baum points out in a recent article how a range of new features make direct use of machine learning in a way that simply can’t be done manually by even the most skilled professionals. Some of the most recent of these are:

  • Smart Bidding –
  • Smart Display –
  • In-Market Audiences –

The Signs

The whole direction of Google & Facebook are geared towards building AI and Machine Learning into every aspect of their products and, their own advertising platforms will likely be full of tests and firsts. The simpler changes (by which I mean the ones that non PPC professionals are likely not to notice) such as Google changing the meaning of close variants are completely fuelled and made possible by machine learning advances.

Google also recently trimmed the ad-rotation options available in AdWords to make better use of what “it” knows and further move advertisers to relinquish control of the big number crunching required to run a solid a/b ad-copy test.

How To Be Ready

Despite these steps forward in machine-learning, I still believe my prediction for 2016 to be good advice. The goal here has to be to help the machine learning do the best job it can, using our skills to allow a machine to go above and beyond what would be possible by one alone.

Let’s take the ad-optimisation use of ML as an example, at least in 2018 AI doesn’t have the skills to really impress in self-writing ad-copy, there are too many variables and copywriting is still a way away from automation.

So when I set my campaign settings to “optimise” ad rotation, what I’m really saying is, “can you please use your big robot brain to help me pick the best ad for the time/place/search based on factors I’m too busy to really look at.”

But really, all we’re teaching the machine here is that one of my ads the worse, instead of me writing 2 or 3 variations (which PPC analysts have been looking at since the ancient days of 2012 and before) I need to be feeding that big computer brain with way more information. Writing 5 or 10 variations and throwing serious traffic at it, in the knowledge that the more I give it the better it gets in comparison to my puny mind needing several macros just to make sense of one split test.

The same applies to keywords, on most accounts, the relative gains of splitting out every keyword into a SKAG are mostly overrated, with little data going to many keywords making it more difficult to draw conclusions. Within reason, a better use of time would be writing more ads, keeping the sentiment/theme appropriate, so the right ad shows and then, letting the much smarter (than me at least) algorithms do their job of optimising the performance across the keywords and portfolios.

Attribution

Closely linked and, enabled by the advances above in Machine Learning, we’re really going to see the end of last-click attribution as a model and the continued growth of attribution as a service or product.

Last-click was easy, it got us from A to B. However, if you’re hung up on this in 2018 it’s basically certain you’ll be throttling your growth by under valuing earlier touchpoints.

The Signs

Google Launched Attribution, as well as re-jigging the whole analytics suite of products. Additional insights are available in cross-device conversions which, are now included as default. Plus, Data driven attribution (DDA) rolling out in AdWords means larger advertisers can leverage the power of ML (see above) to make better attribution modelling easier than ever before.

Facebook has upped their game in including importing offline conversion data and both Facebook and Google are now also providing in-store or offline attribution in some applicable cases.

How To Be Ready

If you’re using GA go ahead and take a look at your model comparisons. It’s not really about choosing one attribution model and sticking with it come hell or high water. Think of the situation as more about clearly understanding how different attribution models affect the answers to your most common questions.

Voice & Conversation

Queries and interactions with ads will continue to change as voice search continues to grow. This is more than just a gimic and no longer is it about that one guy you know who uses Siri for everything.

In 2018 it is predicted 30% of all device interaction will be voice-based, this adoption will be even greater among certain demographics.

Worried it’s not monetized directly in AdWords yet? Remember that Google Shopping, then called Google Product Listings were free too .

Signs

Earlier this year a lot was made about Google’s apparent lack of plan to generate revenue in a world which isn’t looking at their search results page. However, YouTube and Gmail weren’t initially monetized either and the recent tests for ads on Google Home show that voice ads are well within reach of Google, whilst Facebook are stretching their reach more with conversational chatbots with innovations like messenger ads we continue to see a shift to different types of queries and different ways for customers to discover products and services online.

How To Be Ready

Make better use of BMM, there’s simply no way to stay on top of the search query variations that are being generated for even fairly simple root keyword combinations so use the advantages you have where possible with dynamic search ads, dynamic keyword insertion or ad customiser to try to scale up your coverage to account for the many keyword variations growing in 2018. Think question or recommendation based with your ad copy and keywords as a starting point and analyse your search query reports (SQR’s) from there.

Personalisation

Nearly three-fourths (74%) of online consumers get frustrated with websites when content (e.g., offers, ads, promotions) appears that has nothing to do with their interests, unsurprising, though perhaps easily ignored.

Does this ad look good to you?

But what we’ll need to be thinking in 2018 is. “Does the site provide what person X will need at when they search at this exact time and place, and what about the next time they look for it? Customers expect more personalised recommendations across the board and, their expectation from PPC marketing will be no different.

Signs

Growing ID based targeting like customer match in Adwords or custom audiences in Facebook is also being augmented by other services such as Live-Ramp in addition, the expansion of more targeted demographic, affinity and in-market segments becoming available to search markets such as Google “life events”

How To Be Ready

Leverage “micro-moments” with the features available to you, and make use of your audience data by adding it as an audience list at campaign level as soon as possible, doing this on the “observe” setting means you can start segmenting in your reporting before doing any optimisation.

  • Make It Routine
  • Tailor Your Copy
  • Expand Your Campaigns

Look at demographic and audience based bid optimisations as you would with device, or geo optimisations and make it part of your routine. Although machine learning might be better at adjusting your bids, understanding “why” a younger demographic don’t respond so well to your call-to-action like “call now” gives you the advantage. Try pushing “chat with us live online” as an alternative.

Expand your existing campaigns by creating broader, top-of-funnel campaigns targeted only at previous visitors or those with an affinity/in-market affiliation.

More Diversity

2018 will be a first in that, for the first time in a while (at least for small to medium size businesses) Google will be given a run for their money in terms of ad-spend. Facebook & Amazon both increasing their ad formats. Facebook have introduced lead ads, store visits, dynamic product ads (DPA) and more to tempt more advertisers and go well beyond a place for branding with a huge amount of direct response campaigns also flocking to the platform. Perhaps more quietly, Amazon has also been aggressively growing their advertising business with 51% YoY growth although that’s infinitely smaller than the two behemoths of digital (Google & Facebook) it’s on par with LinkedIn and, since I haven’t seen any steps forward for Bing/Microsoft in 2017 in ad performance or vision I’d put Amazon above Bing/LinkedIn as the closest competition at the moment.

Fuelled by and, in response to the above, I expect to see ad-spend increasingly shared amongst non-google (and Google non-search) campaigns.

Signs

Lead ads have been a huge success for Facebook & LinkedIn with rave reviews, the synergy between Facebook Store visits Campaigns & Google rolling out Store Visits metrics to AdWords campaigns demonstrates how keeping pace with metrics & formats is going to be a continuing theme. I won’t be surprised to see Gmail Ads be presented with some new formats (dynamic Gmail Ads, Gmail Lead Forms) and a potential re-introduction of the form fill extension from back in 2013.

How To Be Ready

Don’t focus so much on what you do as a business, focus more on what your customers do – the format is the last thing to worry about when working out a campaign, first assess where your customers are, where you’d have to be in their journey to influence that best and then decide if you’re going to do it using a facebook messenger ad or LinkedIn sponsored content. Ad-spend will continue to be broken up by channels and by more niche campaign types, so better to think in terms of objectives than features, as you never know what might be available in a few months time.

Bonus…

Feeds

I think great useage of feeds in PPC were more than possible in 2017 with the right approach and tools but, will continue to be a big theme of 2018 where the right approach to feed based campaigns will allow the right types of advertiser to scale up their efforts massively.

PPC Prediction 2017

Dan Pillay, Search Products & Innovation Manager

Human Teach, Machine Learn” – Machine learning algorithms have made their way into both the trendy world of start-ups, as well as the pitch decks of many agencies.

I see the importance of automation of machine learning growing throughout this year in both PPC and many other sectors. HOWEVER, I believe the real breakthroughs in this area will be in the software being provided to allow humans/account managers/clients better ways of assessing and defining what success looks like to them and their business so that automation and machines can learn, optimise and iterate to bring positive results.

Using New Historical Quality Score in An Optimisation Workflow

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Using New Historical Quality Score in An Optimisation Workflow

As of Monday May 15th 2017 Google finally made available some key metrics which previously required advanced scripts our custom platforms to monitor.

At Broadplace, our platform CampaignHub has offered advanced quality score (QS) reporting for our advertisers and account managers for some time, and now it’s fantastic to see Google adopting these metrics as standard in the AdWords interface.

With our experience of using quality score monitoring on our accounts built up over the last few years we wanted to share with you a simple workflow to help use these new metrics to help push performance for your AdWords Account.

How Advertisers Traditionally Viewed Quality Score
Agencies and advertisers have long used Quality Score as one of the key performance indicators of the competitiveness and health of an account. Quality score, is one of the main elements of AdRank and therefore an important factor in determining how often and how high you ad appears.

Furthermore, as cost-per-click (CPC) is the other main variable in the ad-rank equation, any change in quality score can be notionally observed as affecting the average CPC an advertiser might bid to enter the ad auction. The potentially savings are outlined in the diagram below:

Existing Quality Score Options

Prior to the latest release of historical quality scores, advertisers had the ability to use a range of 3rd party tools to track and monitor quality score, however such as the Epiphany Script, Optymyzr or others.

Some potential drawbacks to these however are that, they only began tracking from the day of implementation and are not retrospective in their tracking, some may require some ability/comfort with using the script function of the adwords account and typically some overview of Javascript (it is inadvisable to implement a script to an account where you cannot understand the code of verify the source). Many other alternatives are part of paid services and require a monthly fee to access.

New Metrics Offer New Opportunities

As part of a weekly or monthly hygiene check on your account you might like to adopt our process to identify keywords that have had a drop in QS and pre-empt any impact in your ad-rank, impression share and CPC.

We’ll take a mid-sized service based account in our example, with an extremely high AOV and a high level of immediacy required from their service, it’s important to this advertiser to seize the opportunity to appear each and every time they can in the ad auction and, in most cases, performance is best when they are placed in position 1.

I’ll take the date range of this year to date – to give us an idea of how their quality score has fluctuated over the last 5 months. We’ll analyse the keyword tab, add columns for “Quality Score” and, (the new) “Qual. score (hist)” and then we’re ready to download the information for some further analysis.

With this information downloaded we’ll have full access to a comparison of our quality scores on a keyword by keyword basis from Jan 1st compared to our values today. To make the comparison a little easier we can add a helper column which will compare IF Qual. score (hist) > Quality score (current) then “QS Got Worse”.

I am now left with a list of keywords that have decreased in QS over the last 5 months and, by using the additional columns of ad relevancy and landing page experience I’m able to add some further insight into this sample that 90% of these keywords have a landing page experience of average or below average that I can start to look at to improve performance for this advertiser.

Where N = Historical Quality Score

Where M = Current Quality Score

=IF(AND(ISNUMBER(N2),ISNUMBER(M2)),IF(N2>M2,”QS Down”,IF(M2>N2,”QS UP”)),”FALSE”)

Turning This Analysis Into a Useful KPI

With this information, we can then create an impression weighted pivot table to show below the impressions which have moved up and/or down and based on these give us a ratio that indicates how much effect we are having on on the account QS over the given time period.

Row Labels

Sum Of Impressions

QS Down

14,500

QS Up

18,400

QS R

1.27

 A number greater than 1 indicates we are having a more positive affect on QS and our changes are benefitting the account in this way, whereas a number less than one indicates that we are having an overall negative effect on QS.

What Our KPI Tells Us

 Analysing this in silo, much like the lin-rodnitzky ratio, provides us with little context for the overall performance of our account, campaigns or keyword however, applying the principal to a larger data-set, we’re able to see how our singular account comparison compares to a wider dataset.

QS Movement

Impressions

QS Down

3,817,300

QS Up

5,154,000

QS R

1.35

The analysis, of 754 eligible, comparable accounts shows that our single account QSR is close, though slightly below our overall ratio.

This is all kind of a hassle to bother with though, so to make life easier I’ve created a handy macro to help us with this analysis and provide two additional sheets with recommendations to improve keywords and/or landing pages based on the data AdWords provides us.

In order to use the macro you simple need to download a report from your AdWords account (at keyword level) that include the headings below:

Campaign
Ad Group
Keyword
Impressions
Quality score
Qual. score (hist.)
Ad relevance
Ad relevance (hist.)
Landing page experience
Landing page experience (hist.)

Copy paste your data into the sheet called “Insert Data Here” and then, run the macro using the button found on the first page of the workbook. Give is a few seconds, and you’ll be presented with your score (if you have sufficient data) and the extra sheets with some QS improvements for you to deal with.

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References:

1 – “Inside AdWords: Gain deeper insights with improved Quality Score ….” 15 May. 2017, https://adwords.googleblog.com/2017/05/gain-deeper-insights-with-improved.html. Accessed 1 Jul. 2017.
2 – “Quality Score: What Is Quality Score & How Does it Affect PPC? [PPC U].” http://www.wordstream.com/quality-score. Accessed 1 Jul. 2017.
3 –  “How Quality Score Affects Cost Per Conversion | WordStream.” Accessed July 1, 2017. http://www.wordstream.com/blog/ws/2013/07/16/quality-score-cost-per-conversion.
4 – “Introducing the Quality Score Tracker v3.0 | PPC Epiphany.” Accessed July 1, 2017. https://www.ppc-epiphany.com/2016/03/11/introducing-the-quality-score-tracker-v3-0/.
5 –  “Optmyzr — Quality Score Tracker – User Guide.” Accessed July 1, 2017. https://www.optmyzr.com/help/Quality-Score-Tracker/quality-score-tracker-guide.