AdWords isn’t a particularly straightforward job if you’re uncertain about how it works or if you’ve never used PPC before. Increasing your click through rate (CTR) is something that’s high on most people’s priority list as it can of course lead to more conversions, better Quality Scores and increased traffic.
Yesterday, Google announced some changes to AdWords which gave many a PPC campaign manager a feeling of relief, as they are all positive. The changes are not, as yet, hugely drastic, but they are all great and are due to be rolled out to the world over the coming months.
We’re all aware by now that the past couple of years have been exceptionally busy for the guys at Google. Major algorithm changes have come in across the board with Penguin, Panda and Hummingbird, but did you know that the search giant didn’t stop there, they’ve also added new algorithms to AdRank, the calculation in AdWords that determines PPC and the position your ad appears.
Let’s say you have an e-commerce site, with decent conversion rates and consistent traffic from your Google Adwords Pay Per Click (PPC) campaign. You’ve probably come to realise, as most e-commerce site owners do, that most of your conversions are being generated by only a few keywords. Imagine if you could find more of those high converting keywords. Your conversion rate would improve and of course, so would your bottom line.
As we discussed in our introductory post, remarketing is a comparatively new function within Google Analytics which allows users to produce adverts and show them on Google’s Display Network, directed towards people who have visited your site and either not bought anything, or clicked back off again. It’s a fantastic (and cheaper) way of driving…