Don’t Get Left Behind: 6 Tools, Tips, And Resources to Never Miss On a New AdWords Feature Again

Hands down, Google AdWords is one of the most complete advertising platforms available today. From the day it was released (October 23, 2000) to this day, the Google team has worked remarkably hard to offer the perfect experience to both the user and the advertiser.

But nothing is perfect, is it?

Despite the effectiveness of the tool and its superior ROI, many of us still struggle to unleash the real potential of AdWords PPC. One of the primary culprits is the lack of understanding about the different features and tools available.

In 2016 alone, Google added 56 new features to AdWords. Add to this the fact that many updates are not publicly announced, and you’ll understand why so many advertisers find it tough to take full advantage of the platform.

But what if I tell you there’s a way to never miss on a new AdWords feature again? A simple process to find even the most obscure features and beat your competition as a result?

Well, that’s what this post contains.

1. Use Feedly to Track Major Publications

It’s not a big secret that major publications—like Search Engine Land, Search Engine Journal, or PPC Hero—tend to be the first on publishing the latest news in the industry. Some of the most influential people in the PPC field (including former Google employees) write for such websites, so it’s to be expected.

If you want to be up-to-date with the newest AdWords features and trends, keeping a close eye on this kind of websites is not a bad idea.

The thing is, top-tier sites produce a lot of content. Search Engine Land alone publishes between 4 and 5 new articles per day, excluding weekends. That’s 80 to 100 new articles per month, from just one site.

Sure, you don’t have to read all those articles, right? You are only interested in AdWords related news. But assume you’re tracking three or four of these sites. In this case, you’d have to search through hundreds and hundreds of articles per month to find the true gems. It doesn’t matter how efficient you are, you wouldn’t keep up.

Here’s where Feedly comes in handy.  In short, this tool helps you do three things:

  1. Track and organize websites
  2. Filter content based on popularity
  3. Discover sites in your industry

This means that you can find all the news, updates, trends and guides from your favorite websites in one single place. And since you can sort content based on popularity and date of publication, this is an excellent way to separate the wheat from the chaff and focus on the topic that really matters to you: Google AdWords.

How to Use Feedly to Find Relevant AdWords News

Setting up Feedly is simple, first add some sources to follow:

Feedly

In the search bar, enter the URL of the website you want to track. If you’d like to follow Search Engine Journal, for example, you’d enter “www.searchenginejournal.com.”

feedly search

If the website you’re searching for covers more than one topic—say social media, paid marketing, and SEO—Feedly will display each topic separately, as if they were completely different websites. Make sure to follow all the categories that you’re interested in. To do it,  click the “Follow” button located at the right side of each category.

feedly follow

Since this is a new account and you have no collections, Feedly will ask you to create one. Collections are an excellent way to stay organized and never miss on the important news from the websites you’re following.

Name your first collection accordingly and then click “Create.”

feedly collection

Note:To add more websites to any of your collections, just click the “Follow” button and select your desired collection.

 

Now, in case you don’t know what sites to follow, some examples of publications that post relevant AdWords news are:

  • Search Engine Land
  • Search Engine Journal
  • PPC Hero
  • Entrepreneur (Google AdWords News & Topics Section)
  • Search Engine Watch
  • The Huffington Post (Google AdWords Section)
  • Marketing Land
  • The Search Herald
  • The SEM Post

To find even more sites, visit sem.alltop.com.

2. Use ContentGems to Discover Hidden Treasures

So now you’re following the cream of the crop of  PPC blogs, and I’m sure you’ll find some gold nuggets. However, sometimes you need to dig a little bit deeper to find the entire gold mine.

The fact you’re tracking top-tier websites doesn’t guarantee you won’t miss out on a relevant AdWords story. Over 2 million blog posts are published every day, some of which could be of great value to your business. Without the right tool, you couldn’t possibly find them.

That’s the reason I want to introduce you to ContentGems, a content discovery tool I recently invested in.

ContentGems works similarly to Feedly, but instead of tracking websites, you track keywords, and the tool shows you the most popular content related to such keywords. This ensures you never miss an important story.

How to Use ContentGems

First, start a free ContentGems account and set up a new interest to help you organize your keywords based on topics.

content gems new interest

One of the things I love most about this tool is that you can filter your results with three different keyword filters:

  1. Should Contain ANY — results can contain any of the keywords you enter in this filter.
  2. Must NOT Contain ANY — results can’t contain any of the keywords you enter in this filter.
  3. Must Contain ALL — results must contain all of the keywords you enter in this filter.

These filters will help ContentGems find the most accurate results for your search query. Take a look at this screenshot:

contentgems

In “Must contain” filter, I added the keyword “AdWords” because I’m only interested in content that’s directly related to AdWords marketing.

Also, at this moment, I don’t want to find anything related to Bing advertising, so I added the word “Bing” in the negative keywords filter.

Finally, in the “Should Contain” filter, I added six keywords that will give ContentGems a hint of the kind of content I’m looking for: “PPC”, “Features”, “Feature”,“News”, “New,” and “Search Engine Marketing.”

Now, if you will, you can use the same keywords I used for this example, but I recommend that you play with the tool and experiment.

Once you have filled each keyword filter, click “Create Interest,” and voila!… you’ve created an automated engine to discover AdWords news on demand. Now, ContentGems will process your query and will show you a bunch of articles that match your selected keywords:

contentgems results

3. Read These 4 Google Official Resource Pages

You may think this tip is obvious or simple, but it’s staggering how many of us overlook the marvelous information Google itself provides through its different resource pages and blogs, yet these are some of the few places online where you can find accurate, to-the-point, and up-to-date information about AdWords.

Whether you’re a beginner, intermediate, or advanced PPC advertiser, these four pages will put you on the right path to a more profitable AdWords campaign:

  1. AdWords Help (New AdWords Features Section)—in this page, you’ll find a timeline of all the new features added to AdWords in the last 12 months. You can also learn about upcoming updates and tools. It’s the fastest way to keep up with what’s new on the platform.
  2. AdWords API Blogwhether you want to increase the efficiency of your large campaigns or just integrate AdWords with other apps, this blog will unveil some of the “top secret” AdWords features and help you get the results that you want.
  3. AdWords Scripts Blogpractically speaking, this blog will show you how to automate AdWords; make tedious tasks simpler and quicker, which is super helpful if you manage many AdWords campaigns. They also have a “What’s New” section where you can find new scripts and tools.
  4. Inside AdWords—this is Google’s official blog for news, tips, and information on AdWords. It’s a must-read for anyone trying to take their AdWords skills to the next level.

4. Embrace Curiosity

If you can adopt only one quality from any of the greatest marketers and entrepreneurs of all time—Jeff Bezos, Steve Jobs, Seth Godin, or Mary Kay Ash, to name a few—it should be curiosity. But, sadly, most advertisers seem to be afraid of experimenting and trying out new things.

The truth is until you embrace curiosity and start questioning stuff and exploring, you’ll never get ahead. That’s a fact in business, life, and AdWords PPC.

You might be surprised by the number of features you probably have never used in any of your campaigns. Did you know that you can distribute video ads to blogs? Have you ever used the Display Ad Builder to design your ad creatives? How many ad-extensions have you tried? Have you ever checked your competition through the Auction Insights Report? There are so many things you can do to improve your ROI.

Marketing writer Tania Hoque put it well on Brilliant AdWords Features You Didn’t Know Existed. She adds “In a bid to catch the #1 spot on Google, many advertisers are missing the brilliant AdWords features that provide incredible opportunities to target potential customers.”

The bottom line? Explore the AdWords platform. Try to pinpoint features you haven’t yet used. Look for tools you may have overlooked in the past, and most importantly, don’t be afraid of experimenting with them.

5. Attend #PPCchat Every Tuesday

Wouldn’t it be wonderful to see inside the mind of some of the smartest people in the industry and “steal” their secrets?

Well, that’s exactly what #PPCchat is all about. Every Tuesday at 9:00am PST,  leaders and industry insiders meet on Twitter to discuss news and trends on PPC marketing. This is a unique opportunity to get your questions answered by people with tons of experience in the field.

So next Tuesday, grab a pen and a notebook and get ready to learn from some of the world’s best.

In the meantime, you can read guides and archives from previous chats here.

6. Make Friends With Optmyzr   

At Optmyzr, we’re advocates of all things PPC, and we want to see your results improve. That’s the reason we continually update our channels with some of the most relevant news, articles, guides, and videos in the industry.

If you’re in a rush or simply want a quick and easy way to improve your advertising skills, this is a good place to start:

  • Follow us on Twitter (@Optmyzr) — we’re looking forward to having a good conversation. Whether you have a specific question or just want to say hello, Twitter is a great way to connect with us.
  • Read our Blog—every month, we publish new tutorials, guides or scripts to help you get the most out of your AdWords campaigns. So to make sure you never miss our content, I recommend that you subscribe to our blog.
  • Watch our videos—if you’re more into videos, our YouTube channel is full of interviews with industry insiders, advanced webinars, and detailed tutorials on everything PPC, AdWords, and Search Engine Marketing.
  • Check out the news we’re reading—we’ve put together a page to share all the news and trends we’re currently reading. Take a look through them and see what content we think is worth sharing.

Over to You

Did I leave out any of your own tricks to find secret AdWords features? If so, make sure to drop them in the comments.

Geniads’ Tips For Better PPC Ad Performance

I recently had the pleasure of sitting down with the team at Geniads, a Premier Google Partner and an Optmyzr customer, to talk about how they built a successful PPC agency with many happy clients.

They are a team of seven PPC geeks, headquartered in Denmark, and dedicated primarily to managing AdWords for 50 clients. I spoke with Ebbe Kjær Skau and Simon Raun Madsen who’ve both been doing PPC for three years.

What follows is an edited transcript of our conversation.

Ebbe Kjær Skau

Fred: Tell me a bit about what makes Geniads special.
Geniads: We are 100% specialized in AdWords, and only touch on other PPC and marketing areas to understand AdWords in a broader context, to use its full potential. We’ve also really focused on being transparent and honest, something that is important because many advertisers have been burned by shady agencies in the past. Sometimes we take over an account from another agency, and we see that there have been no changes in the last six months!

Fred: How do you grow your agency when you’re in a relatively small market, Denmark having a population of only about 5.7 million people.
Geniads: We have employees from several countries, and like many Danish people, they are multilingual so we can write ads in Swedish, Norwegian, German, Danish, English, and French. That gives us a considerably larger market to address.

Simon Raun Madsen

Fred: How do you scale your agency?
Geniads: We have clients from a wide variety of verticals so we can’t do cookie cutter account management. The way we scale is by being 100% focused on AdWords and by streamlining our operations by using tools like Optmyzr. We also spend a lot of time staying up-to-date on the industry so that we can advise our clients on interesting new opportunities within AdWords. When they are successful, they tell others, and that’s how we grow.

Fred: What interesting trends do you see in PPC?
Geniads: We’re very focused on ROPO (research online, purchase offline). According to Google, 80% of offline buyers research online before buying. For one client we were able to get store visit data from Google (which wasn’t obvious given the small size of the Danish market), and that helped us optimize that campaign by going beyond simple ROAS (return on ad spend). We increased the overall revenue of the company significantly by having more accurate data. For example, a general keyword like ‘sofa’ had a ROAS around 200% but when we added store data, that jumped to 2000%! So we were able to drive a lot more conversions on that keyword by investing more in it, something we wouldn’t have done if we thought the ROAS was only 200%.

Despite all these offline purchases we see with ROPO, we also see a lot of growth in online purchases driven by Google Shopping Ads which have grown every year for us. Optmyzr’s been very effective to help us build our shopping ad groups in a way that we can granularly control bids and add negative keywords at the SKU level. We do this by using the tool to automate creating ad groups for every product in the feed.

Another trend is the growing importance of demographic data and sharing it between channels like social and search. For example, we provide our clients with demographic data from AdWords which they then give to their Facebook reps to help with those campaigns. For us, the Holy Grail is to have a perfect push-pull system where social and search work together to deliver more conversions.

Fred: Is there data from outside AdWords you leverage to make AdWords perform better?
Geniads: We use sales data from Google Analytics, and Webmaster data from Google to identify new high volume keywords or high volume keywords that have too low a CTR in AdWords.

Fred: How do you save time with Optmyzr
Geniads: We used to spend five days per month on reports. Now even though we doubled our clients, we do all reports in one day. Even though reports are mostly automated, we still look at them because they provide valuable insights that can be applied to improve performance further. Time saved on reporting can then be spent doing more optimizations.

Fred: How did you find Optmyzr?
Geniads: We tested a few vendors like TenScores and Acquisio and found Optmyzr could cover more of the work we needed to do. In the two years we’ve been working with Optmyzr, the team has been great at implementing some of the new capabilities we’ve requested.

Fred: What is your favorite tool in Optmyzr?
Geniads: The difference between AW and Optmyzr is that Optmyzr lets you look back historically much better, and makes it easy to act on the insights you find. For example, in the Hour-of-week bid adjustment tool we use customizable time slots to find and implement dayparting bid adjustments. Doing the same in AdWords would consume far more time.

We also like the Shopping Campaign Builder to split our shopping campaigns, and with our big e-commerce clients, we’ve been able to create different ad groups for every SKU, so we can bid and add negative keywords on product-level.

With bidding, we like to make geo and device bid adjustments, and that is much easier in Optmyzr.

Geniads office
The Geniads office in Lystrup, Denmark

Fred: Do you think you’ll go beyond AdWords management soon?
Geniads: We believe that we can get more people to search for our ads by doing more on Facebook. The whole push-pull effect. In that way, FB and AW can be great companions. Bing is pretty small in the Nordic countries, so Bing Ads is less important for us.

Fred: What’s your favorite trick in AdWords?
Geniads: We think there is a lot of potential around ROPO. Even without store visit data, you can still get data in AdWords about proximity. We see that the closer the user is to the business, the higher the conversion rate. It’s surprisingly easy to get this data when you have a Google My Business Account.

In Shopping Campaigns there isn’t enough focus on negative keywords and too much focus on bidding. Although automated bid management is important, your impression share is likely to decrease dramatically if you keep reducing the bids due to poor performance. Rather than just having scripts that decrease the bid for products with a high CPA or low ROAS, you should also take a look at the queries on product-level and add negative keywords. Hence, your products will still trigger impressions on highly specific and relevant queries, so you can continue to capture conversions.

Demographic data in search has allowed us to tweak the message based on the age of the user and that’s driven some impressive results for our clients. We can see which combinations of age and gender underperform and fix those. We’ve just put the age in the ad text, and that seems to appeal to users, e.g. “Are you 18 to 24 and looking for x?”.

We use countdowns in ad customizers to simplify account structure and to make sure that when the ad changes, we still keep the historical data.

Fred: Thanks so much for sharing some of your tips for managing AdWords and growing an agency! If any other Optmyzr users want to share their tips on our blog, let us know!

Is Your Account Showing Automatic Ads

Google has started automatically adding new ad variations to AdWords accounts. While I believe this will benefit the majority of advertisers who don’t manage their accounts very actively, this is a scary thought for the typical ad agency, or advanced PPC account manager who does a lot of controlled experimentation.

Right now only about 2,000 accounts are in the experiment and they’ve all been notified by email. If you want to check whether any of your accounts have already been added, or if you want to automate checking in the future, I wrote a new AdWords Script to help.

Simply grab the code and copy-and-paste it into the AdWords Scripts section of your MCC account. Here’s our help article on how to install an AdWords Script.

If you want to get an email if your account has active ads with the label “Added by AdWords”, add your email address in the line that says:

var EMAIL = “”;

Then schedule the script to run daily or weekly and get an email as soon as we detect there are automatically added ads in the account.

You can grab the code here:

How Optmyzr Helps With Migration and Management of Expanded Text Ads

In February 2017, AdWords will no longer allow advertisers to submit or edit legacy text ads. Optmyzr added support for Expanded Text Ads (ETAs) when they were first announced by Google. Here’s a quick roundup of some of our tools that help manage ETAs, and for those who are still in the process of migrating to the new format, some tools that can help with that as well.

A/B Testing for Ads

Our A/B ad testing tool works with several ad formats, including image ads, dynamic search ads (DSAs), call-only ads, and of course text ads. During the transition from legacy ads to ETAs, both ad formats can coexist in an account and the decision of when to remove the legacy ad is an important one because it’s an irreversible decision.

In a post on Search Engine Land about the final days before we can only create Expanded Text Ads, this sentiment is echoed by Uma Mange, search strategist for Adobe Document Cloud, who says “Don’t discard existing text ads with high quality scores, conversion rates and CTR. They are still valuable to review, gather learnings, and utilize in the expanded ads.”

To help with the decision of when to shut off the legacy ad, we added a mode to the tool that compares legacy ads to ETAs. Only when the ETA is the winning ad based on CTR, conversion rate, or a combination of these two: conversions per impression, should the legacy ad be removed.

In a roundup of expert tips for migrating to ETAs done by KlientBoost, Amy Bishop, Director of Digital Marketing & Marketing Technology at ZirMed says “My favorite tip is to look at conversions per impression, versus relying solely on click through rate or conversion rate.”

Optmyzr’s A/B Testing for Ads optimization can compare the performance of a wide variety of ad formats, including legacy ads and expanded text ads.

Ad Creation in the A/B Testing Tool

ETAs are no different from legacy ads in that they should be frequently tested in an attempt to come up with a better performing variation. The A/B testing tool for ads makes it easy to make a new ad that uses the best ad as the starting point, and it even suggests different variations of text for each of the ad text components. It makes these suggestions by analyzing frequently used text fragments and showing the ones that had the best CTR within a campaign. Making new ads this way is a simple process of clicking the text you want to try for each component of the ad and turning it live with this One-Click Optimization™.

Create new expanded text ads quickly in the A/B Testing for Ads tool which shows the best performing ad text elements for each part of the ad. Simply click the variation you want to try to create a new ad.

Ad Template Report

For advertisers who prefer to analyze ad performance using their own methodology, we have an Enhanced Script™ that can generate the needed reports automatically. It looks for commonly used variations of each component and combinations of ad text and aggregates the metrics on a Google Spreadsheet. Armed with the data in this spreadsheet, it becomes very easy to create new ad variants that should perform well.

This script will continue to include reports from legacy ads until Google removes legacy ads from the system. That way, you can still leverage historical data from before ETAs to help with the transition to the new format.

The Ad Template Report is an AdWords Script that automatically aggregates data from when you use the same ad text across many ad groups. By combining the results, it’s easier to see trends and patterns in your account.

In the post on KlientBoost, Brad Geddes, founder of AdAlysis says “test across ad groups with multi-ad group testing techniques. This type of pattern testing can give you great consumer insights across entire segments of your account that you can use within PPC or many other aspects of your marketing.” Our Ad Template Report is a great way to get the data for this type of analysis.

Generate Text Ad Bulksheets

This script  is handy for a few use cases like ensuring you have enough ad text variations running in all your ad groups, updating ads in bulk to reflect a new promotion or a new marketing tagline, or transitioning from legacy ads to ETAs. Google made its own AdWords Script to help with the transition but they don’t give advertisers a lot of flexibility about how to construct new ads. They assume the ad with the best CTR is considered the “best ad” and they also assume that nobody has used longer headlines before and so they split a legacy ad into headline 1 and description. Headline 2 is left blank, even in cases where advertisers had written their ads with the intent to have the legacy headline combined with the legacy description 1 field to form a long headline.

Our script lets you decide what metric to use to find the “best” current ad, and we even include some custom choices like the ad with the highest percentage of conversions within the ad group, or a custom metric that you define. You can then take the text from the best legacy ad and copy-and-paste it into the new fields for ETAs and upload the results to AdWords using AdWords Editor or Bulk Uploads.

Create a custom bulksheet for migrating to expanded text ads with Optmyzr’s Enhanced Scripts™. The spreadsheet will be prefilled with data from the best performing legacy ads, making it quick to transition to the new format.

Ad Group Audit Widgets in Reports

Our report builder has a new widget to help with audits. One of the many ways to use it is to show ad groups with fewer than 1 ETA. The widget will indicate what percentage of the account has not been upgraded and show the highest priority ones to work on based on highest cost, most clicks, or another metric of your choice. Down the line you could of course also use it to find ad groups that aren’t doing enough A/B tests by looking for those with fewer than 2 ETAs.

Audit widgets in Optmyzr’s PPC reports can be used to find ad groups and campaigns with structural issues, like those that don’t have enough expanded text ad tests in progress.

Set Geo Bid Adjustments – Improve ROI

Optmyzr_-_Geo_HeatMap - blog

When you set up an AdWords campaign you choose the locations you want to target based on where your prospective customers are located. However, it is not enough to just target locations especially when campaign targeting is set up at the country level. One way to make sure you’re optimizing campaigns for better ROI is to identify high performing and underperforming locations and setting bid adjustments for those.

For example, if you’re targeting the United States as a country, you’ll receive traffic from different states. California and Alaska may have completely different performance metrics but under the current structure you’re probably managing them in the same manner. This is why it is important to use geo bid adjustments to manage bids or if you want more granular control over budget, you can split them out into separate campaigns as well.

Setting bid adjustments for locations

Performance data at the country, city and region level is available in AdWords under the dimensions tab. However, taking that data and making it actionable can take hours. This is where the Geo Bid Adjustment One-Click Optimization™ can help. This optimization lets you see data at the country, region, city and postal code  level. You can analyze performance, add locations as targets and set bid adjustments in a few minutes. This process can be done for multiple campaigns at the same time. In AdWords, it will take 3-4 steps to do this for each campaign. When you have to do it for multiple campaigns, you can easily spend a few hours doing it.

Optmyzr_-_Geo_Bid_Modifier - Screenshot

 

Why use the Geo Bid Adjustment One-Click Optimization™?

View geographic performance at any level (country, city, region). For example, if California is added as a target location, you can choose to view data at the city level and see how campaigns are performing across different cities like San Francisco, Los Angeles etc.

Automatically calculate bid adjustments based on goals. You can enter the target goal value for the account or campaign and the system will automatically recommend bid adjustments based on performance.

Set bid adjustments for locations that are not added as targets. If you choose to add a bid adjustment for a location that you’re not targeting, the system will automatically add it as a target location and set the bid adjustment.

Use aggregate data to set bid adjustments for campaigns that don’t have enough data. You can use the overall performance of a location to set  geo bid adjustments for campaigns that don’t have enough data to make a decision.

Watch a demo video | Try the Geo Bid Adjustment optimization

Optmyzr Case Study: An AdWords Management Game Changer

According to Merriam-Webster, a game changer is “a newly introduced element or factor that changes an existing situation or activity in a significant way.”  And I can assure you, Optmyzr has been a game changing force in my business life.

 

I manage AdWords campaigns for a living, and when I say I manage AdWords campaigns, I manage AdWords campaigns, and a lot of them.  I’m in AdWords 60+ hours a week managing a large number of campaigns for a large number of clients.  I’ve worked very hard to do a great job managing these campaigns for my clients, and I’ve worked very hard to build my reputation as an honest, hard-working, and professional operator.  And it turns out that when you skillfully provide a trade or service, and do it in an honest and professional way, new business will stampede your way and you’ll quickly find yourself to be very busy.

 

And in June of 2016, that’s the situation I found myself in.  I was very busy managing lots of AdWords campaigns, but I still had new clients wanting to hire me.  Initially this was a very stressful situation.  I was just about out of working hours each week, but I still had people wanting to hire me.  So I felt like I was leaving opportunities on the table.  But at the same time, I wanted to keep my current clients happy and continue to provide great AdWords management services for them.

 

So what was a young, driven, (and some would say) good looking lad to do?  There was only one answer.

 

Increase efficiency.

 

I knew that if I could get the same weekly AdWords management tasks done in a smaller amount of time each week, then I could keep doing a great job for my current clients while freeing up more time to bring on new clients and grow my business.  So I knew that efficiency was the only way to grow my business.

 

Initially I thought hmmmmm, this will be easy.  I’ll just use AdWords scripts and save myself a bunch of time.  But then, after spending an hour or so trying to learn scripts, I was coldly reminded that I don’t really know anything about scripts or writing software, and that trying to learn that stuff would take a ton of time… and remember the problem in the first place… I HAD NO TIME LEFT IN MY WEEK!!!

 

Enter Optmyzr

 

Once I realized learning scripts and writing my own software was too big of a learning curve, I thought to myself, let’s look for an AdWords management software.  I Googled “AdWords management software,” and that’s when I found Optmyzr.  It was love at first sight.

 

Why I Gave Optmyzr a Try

 

I immediately liked two things about Optmyzr.  The first thing I noticed is that two of the co-founders of Optmyzr had worked at Google.  And that one of the co-founders, Frederick, had been one of the first 500 employees at Google and had spent “10 years building AdWords.”  What more can you as for in terms of being credible?  These guys were building AdWords when I was looking for a prom date.

 

And the second reason why I gave Optmyzr a try is because they made it easy for me to give them a try!  They offer a free trial and you don’t have to enter a credit card.  This made it very easy for me to say, okay let’s try it out.

 

Why Optmyzr Works

 

Optmyzr works great for two reasons.  One, it makes me more efficient at Google AdWords management.  And two, it makes me better at Google AdWords management.

 

The reason I started looking for an AdWords management software is because I needed to free up more time each week so I could take on more clients, but I didn’t want to sacrifice management quality. So again, efficiency was the only answer.

 

And Optmyzr helps me be more efficient.  I can do almost all of the weekly AdWords management tasks I like do right from inside Optmyzr, and the efficiency is tremendous.  I’ll cover a specific example below, but just so you know, with Optmyzr you can add new, relevant keywords from the search terms report, you can smartly manage bids, you can A/B test ads, and you can find negative keywords from the search terms report… and you can do this all from inside the Optmyzr dashboard.  You can also do a ton of other stuff too, including quality score analysis, report generation, removing duplicate keywords, and on and on.  There’s so much you can do inside of Optmyzr, and it’s so much faster than manually doing these tasks in AdWords.  Optmyzr makes me a much more efficient AdWords manager.

 

The second reason why Optmyzr works so great is because not only does it make me a more efficient AdWords manager, it makes me a better and more-effective AdWords manager.  Optmyzr’s software helps me see things I can’t see with just the human eye.  

 

For example, in the A/B testing tool for ads, it shows you clear winning and losing ads in Ad Groups where the confidence level is 90%, 95%, or 99% depending on your preference.  

 

How do I know what the confidence level is when manually managing ads without Optmyzr?  I don’t.  I don’t have the statistical skill set or time to determine confidence levels when I judge ad performance manually.  But Optmyzr’s software does.  Optmyzr can examine the data, and find ad groups where the confidence level is high enough to warrant pausing a poor-performing ad.  And it does this in an instant.  Being able to access and analyze data that I could not realistically come up with on my own is why Optmyzr not only makes me a more efficient AdWords manager, but also a better AdWords manager.  And this A/B ad testing tool is just one of the many ways Optmyzr makes me better at my job.

 

And while we’re speaking about the A/B ad testing tool.  Let me cover another game-changing feature of Optmyzr.  In the A/B ad testing tool, not only can you find and pause poor-performing ads that need to be paused, you can also quickly create new ads to test the existing winning ad against.  And when I say quickly, I mean quickly.  Creating new test ads is one of the most important but also one of the most time-consuming aspects of AdWords management, but with Optmyzr’s fast copy the winning ad and edit this new test ad tool it’s both fast and easy.  And again, this is just one of the many great features of Optmyzr.

 

Excellent Customer Service

 

One of the coolest aspects of Optmyzr is the excellent customer service they provide.  I have an issue, then fix it.  I have a question, they answer it.  Optmyzr’s people go above and beyond to not only answer questions about their software, but they actually will take customer feedback and make improvements to their software based on customer suggestions.

 

It’s clear that Optmyzr’s people get Google AdWords.  They know what it’s like to manage Google AdWords campaigns and they make solutions that are perfect for AdWords managers.  And beyond that, they deliver those solutions with some of the best customer service I’ve ever seen.

 

Good For One or Many Accounts

 

I think Optmyzr is a great solution for AdWords management, regardless of whether you’re just managing your company’s one AdWords account, or if you’re an AdWords management agency managing many client accounts.


The solutions Optmyzr offers will work great for one account and for many accounts.

 

I strongly encourage anyone managing an AdWords account to give Optmyzr a try.  And if you’re managing many accounts, I think it’s a must-have.

 

Optmyzr is an ever-growing tool that has many cool features.  A lot of Optmyzr’s tools are very intuitive if you’ve been managing AdWords campaigns, and you can start using them right off the bat.  But I also encourage you to take some time to read through Optmyzr’s documentation to learn about all of the cool features they have because this tool really can do a ton of stuff, and I’m using more and more of its features every week.

 

Good Luck

 

Providing a service in the tech-advertising world can be a scary career choice.  There is constant innovation and change.  If you don’t keep up, your business will die.  A business dying is a very sad thing.  And I try to avoid sad things.

 

Optmyzr has been a game-changer for me.  It’s helped my business grow, innovate, and not only get more efficient, but also get better at providing AdWords management services.

 

As someone who lives in AdWords every week, I can strongly recommend Optmyzr for all AdWords advertisers.  It will make you more efficient and help you get better performance.

 

Note from Optmyzr: Thanks Jason and Rothman PPC for sharing your story! If anyone else wants to share their success story about using Optmyzr and have it published on our blog, please get in touch with us.

Top 9 Costly AdWords Mistakes to Avoid

This is a guest post written by Phil Frost, Founder and COO of Main Street ROI. Phil will be presenting a webinar, “How to Improve Adwords Profits With Proper Conversion Tracking” on October, 5th at 12:00PM EST. Click here to register.

 

Google AdWords is the sports car of online marketing. It’s fast, intuitive and draws a lot of attention. When firing on all cylinders, there’s really nothing like it.

 

Neglect or disrespect it, though, and your campaigns can quickly lose traction.

 

A number of issues can stall your AdWords efforts. Some issues are easily fixable, while others require a closer look under the hood. Here we’ll review nine common problems that keep advertisers’ campaigns out of the fast lane.

 

Mistake #1: Targeting Both Networks at Once

AdWords is powered by Google’s massive search and display networks, connecting businesses with endless scores of potential customers. The Search Network includes Google.com and partners such as Ask.com and AOL.com. The Display Network encompasses websites such as YouTube, Gmail and Blogger as well as millions of other websites, blogs, and apps.

 

Unfortunately, AdWords urges advertisers to run their campaigns on both networks. This is problematic because Web users on each network behave entirely different. People on the Search Network are usually shopping or doing research, while folks on the Display Network are often just surfing the Web. Different approaches are required to market toward each group.

 

Don’t follow Google’s advice here. Instead, create separate campaigns for each network. You’ll see the payoff when optimizing for better results.

 

Mistake #2: Using the Wrong Keyword Settings

Are you getting tons of clicks but few conversions? Or is your campaign getting a high volume of impressions with very low CTRs? If so, check to make sure you’re not using broad-match keywords.

 

Broad-match keywords are undesirable because they’re far less likely to send relevant traffic to your website. Even if those uninterested users don’t click on your ad, you could still end up paying if low CTRs drag down your quality scores. You’ll get less traffic from phrase- and exact-match keywords, but you’ll also get better CTRs and landing page conversions, and your quality scores won’t suffer.

 

Mistake #3: Ignoring Negative Keywords

Negative keywords can stop your ads from being shown to completely irrelevant users, boosting your CTRs and conversions. However, many advertisers completely overlook them. Always, always, always set negative keywords when building your campaigns.

 

An example of a negative keyword: If you owned a barber shop, then you’d want to set variations of “dog,” “cat” and “pet” as negative keywords. Otherwise, you’ll be inundated with traffic from people seeking haircuts for their four-legged friends.

 

Mistake #4: Not Using AdWords Conversion Tracking

AdWords Conversion Tracking helps you understand what happens after Web users click on your ads. Do they respond to your landing page by calling your business, downloading apps or making online purchases? Do they click around your site or bounce without taking any meaningful actions? This information is absolutely essential when optimizing for better performance.

 

Installing AdWords Conversion Tracking is fairly simple, though you might need help from a Web developer. You need to add a snippet of code to your website and/or mobile app. You can also use a Google forwarding number to track phone calls resulting from website visits.

 

Mistake #5: Not Linking Your AdWords Account to Google Analytics

Google Analytics provides you with data you can’t get within AdWords alone. With Google Analytics, you can run various reports to get detailed information about your campaigns, ad groups, ads, keywords and traffic sources. It’s free and easy to set up, although you’ll need to install code throughout your website.

 

Mistake #6: No Separation of Mobile and Desktop Traffic

More people view the Internet now using smartphones and tablets than desktop PCs. And while online shoppers share similar motivations, key differences in the mobile and desktop experiences mean people behave differently when using their smartphones. For advertisers, that means remembering that campaigns optimized for desktop users probably won’t appeal as much to smartphone users, and vice versa.

 

The easy mistake here is setting up your campaigns to run across all devices. Instead, create separate campaigns for mobile and desktop users. Also, make sure your mobile campaigns are using responsive landing pages that display properly in smartphone Web browsers. Don’t even think about campaigns for mobile traffic if your website isn’t optimized for mobile viewing.

 

Mistake #7: Ads Lack Important Keywords

Writing compelling ad copy is anything but an exact science. However, an easy way to attract eyeballs is to include your best keyword terms in your ads. People are more likely to click your ad if it literally contains what they’re looking for.

 

As your campaigns pick up steam, you’ll eventually learn which of your keywords drive the most high-quality traffic to your ads and landing pages. Use this information to build new ads and ad groups around your top-performing keywords.

 

Mistake #8: Incongruent Landing Pages

Does your landing page deliver on the promises you make in your ad copy? If not, there’s a good chance people are bouncing as soon as they hit your landing page.

 

Make sure that whatever you claim in your ad copy is clearly represented on your landing page. If your ad offers free shipping, then your landing page should have information about your free shipping policy.

 

When advertising a sale, your landing page should prominently feature the sale event or items. Nothing sinks conversions faster than incongruent landing pages. And you definitely don’t want to draw complaints about using bait-and-switch tactics.

 

Mistake #9: Refusal to Seek Help

Anyone is capable of cultivating AdWords campaigns that help their bottom lines. However, it’s common for marketers and business owners to plateau or experience diminishing returns. Sometimes, seeking help from a knowledgeable third party is the key to further progress.

 

That said, don’t be too quick to hand over the keys to your AdWords account. The more you learn about AdWords, the more you’ll know whether your account is in good hands with a third-party professional.

 

Conclusion

Google AdWords is as powerful a vehicle as you’ll find in online marketing, but you won’t get far without knowing which features can help your campaigns. It’s easy to get in the driver’s seat and launch a few campaigns, but there aren’t any shortcuts to long-term success.

 

Fortunately, using AdWords is much less risky than driving a high-powered sports car. You just need to know the rules of the road.

 

Want more tips to improve your AdWords performance?  Click here to Get your free copy of our Ultimate Google AdWords Checklist.

 

Free Script For Expanded Text Ads

Expanded Text Ads (ETAs) from Google AdWords are now available for all advertisers to create. To help everyone who’s too busy to write thousands of new ads but who still wants to make the transition quickly we’ve just released a new free AdWords Script.

The script uses your landing pages’ meta tags to make suggestions for the new longer ad components. The title tag gets split into 2 lines of ad headlines and the meta description’s first 80 characters become the basis of the ad description line.

The script outputs a Google Sheet that can be imported into the AdWords Editor after you make any final tweaks to your ETAs.

You can read more about it on Search Engine Land.

The AdWords Script

Copy the code into your own AdWords account and give it a try:


Step-by-step for Using AdWords Scripts

If you’ve not worked with AdWords Scripts yet, this is a great way to get your feet wet. The script simply outputs a spreadsheet of data and makes no changes to your account so it’s a very low-risk way to try things out. Here is a quick step-by-step:

  • Copy the script code from the section above
  • Copy-and-paste it into the Bulk Operations > Scripts section of your AdWords account
    • put it into a child account and not in an MCC account
    • the code should completely replace any other code already in the script

AdWords-Scripts-How-To-1

  • Edit the text between lines 23 and 29 to customize the script
  • Authorize, Save, and finally Preview the script
  • Switch to the “Logs” view of the output and make sure the script ran successfully

AdWords-Scripts-How-To-2

  • Open the just-created Google Sheet and make final tweaks to the bulk sheet of expanded text ads

AdWords-Scripts-How-To-3

  • Go to the AdWords Editor and go to the menu for “Account” > “Import” and either import the data from a file or by copy-and-pasting

AdWords-Scripts-How-To-4

  • Do a final review of changes and apply the changes to your account.
  • Congrats! You just used AdWords Scripts to save yourself a ton of time…

Try Some Other AdWords Scripts

We have lots of other scripts to try and they’re all on our patent pending Enhanced Scripts™ platform so that the code will work equally well on MCC and child accounts, you can maintain multiple settings per account, easily maintain different settings different accounts, and most importantly, all without ever touching a single line of code. If you can copy-and-paste, you can use our Enhanced Scripts™ for AdWords.

3 Ways Granular Marketing Improves Landing Pages With Optmyzr

Many paid search marketers are familiar with Optmyzr as a great tool for time-saving scripts and one-click optimizations. But do you know that Optmyzr can also help you create better landing pages? It’s true. This post will show you three tools you can use within the interface to help you improve your landing pages and convert more customers!

 

Quality Score Tracker

In this view advertisers can get clear, visual snapshots of their account quality scores. The visuals are also color-coded to make it easier to see where you stand. (Red: QS 1-3, Yellow: QS 4-6, Light Green: QS 7-9, Dark Green: QS 10). In the example below, you can see this ad group is getting dinged on having a poor landing page experience. With simple, easy to find visuals, you’ll be able to see your faltering landing pages in no time.

quality score snapshotYou can also drill down to various levels (depending on if which view you start with) to compare changes in quality score data. All of the quality score components, including landing page experience, are included as default columns.

quality score columns

This report is easy to print which will give you the ability to share it with the right people in your  teams to start making new landing pages!

 

Landing Page Analysis

The title of this tool is pretty straightforward, but extremely effective. There are three sections to this report…

  • High Performer – High Conversion Rate and High CTR
  • High Potential – High Conversion Rate but Low CTR
  • Expensive (seen below) – Good CTR but Low Conversion Rate

landing page analysis

You can see in the Expensive image above that these particular ad groups have ads with fairly good CTRs, but little to no conversions. The destination URLs all had good quality scores because they were relevant to my target keywords as well as my ads. While those URLs were relevant, they still weren’t converting and also spending lots of cost. This report will show you which landing pages need conversion rate improvements to get better ROI on the great work you’ve already done.

 

Non Converting Keywords

The Non Converting Keyword report will show you all of the keywords that had zero conversions in the date range you select. You can view these keywords from the account or campaign levels, and also pause any of the flagged keywords right within the Optmyzr interface.

non converting keywords

Similar to the destination URLs reported in the Landing Page Analysis tool, you might see certain keywords that have high engagement but poor conversion rate. This data can give you some evidence to go back to your landing pages to see if any improvements can be made before you rule out these keywords completely.

 

Final Point

Optmyzr is a great tool to help PPC advertisers find and make adjustments within their AdWords and Bing accounts, but that’s not all it can do. The three tools we just went over will help you improve your landing page quality scores and performance. Take the time to dig in and make a concerted effort to make improvements to your landing pages. You can thank Optmyzr for the extra conversions later.

Optimizations and Tools for Bing Ads – Now Live!

Optmyzr has launched One Click Optimizations™, Data Insights and Reporting tools for Bing Ads. These tools make it easy to manage multiple Bing accounts by automating time consuming and routine tasks performed by PPC experts. Read on to find out more.

Optmyzr for Bing 

One Click Optimizations for Keywords, Bids and Ads

For Keywords
Keyword Lasso: Add high performing search terms as new keywords with the Keyword Lasso optimization. This helps increase conversions and drive good traffic to your site.

Non-Converting Keywords: Reduce cost per acquisition by pausing under performing keywords using this optimization. It helps pause keywords that drove clicks but did not convert.

Negative Keyword Finder: Add negative keywords to your account to reduce wasted spend. This optimization analyzes the search terms report to find irrelevant words that can be added as negatives.

For Bids
First Page Bridger: This optimization recommends increasing bids for high potential keywords. These are keywords with a high Quality Score that can be pushed to the first page of search results with a small bid increase. It helps make the most of the account budget.

For Ads
A/B Testing for Ads: This optimization identifies underperforming ads and enables you to pause them with a single click. This ensures that only the best performing ads remain active in each ad group. Suggestions are based on statistically significant data and losing ads can be determined based on CTR, Conversion Rate and Conversions/Impression.

 

Data Analysis Tools

Account Dashboard: The new dashboard for Bing gives a quick overview of how the account is performing across key metrics like impressions, clicks, conversions, cost and more.

Performance Comparison: This tool compares performance for campaigns and ad groups across date ranges. It lets you aggregate performance for multiple campaigns and ad groups to compare as well.

PPC Investigator: This tool help you investigates why a metric like clicks or conversions saw a change in performance. It lets you view a cause chart to analyze which elements of an account are affecting performance. The root cause analysis helps you go a step further to find the potential causality at keyword/ad group or campaign level.

 

Reporting

The Report Designer for Bing lets you create and share customized account performance reports. You can include KPIs, daily metric charts, segment performance and more in the reports. In the Pro plan, you can also combine data from different AdWords, Bing and Analytics accounts in the same report.

You can select a Bing account from the Optmyzr dashboard and access the tools for Bing here. Let us know which other tool you would want to see for Bing Ads next, and we will work on it to help you optimize your Bing accounts quickly and efficiently. Till then happy optimizing!