CAT | Google AdWords

There has been some chatter about upgrades to Google Analytics planned for 2013.  There are a few opportunities that may present themselves and a few issues that could arise from the possible changes.

People ask us all the time, how can I track the value of a lead generated online when they are buying in the store. This was something that we solved using Yahoo web analytics.  When the lead was generated it received a customer id number, the information of that customer is stored with their permission and if a sale occurred the revenue was attributed to the marketing channel or channels in a multi-channel attribution model.  The ability to upload revenue tracked from a CRM like salesforce allowed our clients to make informed budgetary and strategic decisions. This is the case with many brick and mortar stores, businesses that require quotes, or any business that you cannot assign a given value to each lead.

Googles new regarding Universal analytics can be seen here.  The basic news reveals Googles plan to allow the ability to track across multiple devices as long as the user is signed in from that device, the ability to sync online and offline data, and an increased ability to track Mobile Application analytics.  It will allow users to create custom dimensions as well, such as store visits and so on.

The opportunities to pair mobile app metrics, location information, crm data and attribute revenue to each impression or visit will open up another niche of mobile and brick and mortar marketing and could mean big changes in analytics for showroomer’s and lead generation marketing alike.  The insight into quality of lead generated will allow users to make excellent decisions on budgets, impression frequency, channels used and collect ROI data that is unavailable without being hindered by technology costs.

Recently after opening the AdCenter Editor and attempting to download an account we would be confronted with annoying message “Microsoft.adCenter.Desktop has stopped working”.

We tried uninstalling and reinstalling about 20 times as well as every other solution we could find.  Nothing solved the problem.

Here’s what worked for us…

Renaming the old user.config file.  C:\users\<username>\AppData\Local\Mirosoft\MAF\LocalStore – Find the user.config file and name it something like user1.config

Let us know if it works for you.  Good Luck!

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Engine Ready has announced that they have agreed to host a new monthly radio show on WebmasterRadio.FM designed to keep online marketers informed on the most up-to-date and successful search marketing strategies. The free show called “Best Search Strategies” will air the last Tuesday of every month at 2 PM Eastern time.

Engine Ready’s CEO Jamie Smith and VP Brian Lewis will host the shows and plan to discuss findings from the Engine Ready Research Team’s most recent studies on search marketing.

To listen to or download this first radio show, visit Webmasterradio.

Upcoming episodes will discuss:

  • June 30th – Study Results on Keyword Assists and 800-number Prefix usage on websites
  • July 28th – SEO versus PPC, which tactics bring the highest converting and most engaged traffic
  • August 25th – Ad Position Study, which ad position in Google AdWords is the most cost effective

Great Question.

According to Google they jumped the gun just a bit too soon with regards to the new Display Network tab in your campaign.  This is the only place where you can add IP’s to be excluded from the auction.  Simple navigate to the Display Network tab, expand “Exclusions” and look for Manage IP address exclusions (advanced) which is located at the bottom of the page.  Done!

But wait….  I don’t have the Display Network tab, how do I access this IP exclusion feature?

The work around is to create a $1.00 budget campaign (no ads/keywords/placements/topics), opt in to display.  From there you can apply the IP’s to all campaigns.

To encourage people installing conversion tracking on their account, Google is offering a $100 advertising credit for customers for the Holidays. But fear not, if you already have this installed on your site Google is still extending the offer (Until Feb. 15th 2011) to all customers.

Sign up at on this link:

This week Best Search Strategies will be airing LIVE from the SES Conference in San Francisco. Join us this Wednesday at 2:00pm(PST) as the session broadcasts from the WebMasterRadio.FM booth.

Topics will include:

  • Hear cool ways to ramp up sales
  • Get the latest industry updates from the show
  • Best Search Strategies Big Announcement



Good luck!

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Constantly changing and ever on the move, Google has been seen Beta Testing a new ad extension on their results page.  Check out a sneak-peak here:

Not only are you presented an opt-in within a paid listing ad, but it is also pre-populate it with your Google AdWords Login!  Upon logging out and revisiting the same SERP, the field no longer contained my email address.  This new addition to the ad extension suite of options has yet to become standard in all accounts.  Since it is in Beta, there is not much more information available to us at this time.

I for one do not see the value this offering can provide in comparison to the extensions currently available.  A person who would provide their information to sign-up for a newsletter would probably have to be convinced to do so based on the content of the site relative to their interests.  I have a hard time believing a person would use this feature and then continue on elsewhere without visiting the actual site.

What do you think?

  • Under what circumstances would you find this feature helpful?
  • Would you personally submit the form if you were presented this option?

To help users opening a new Google Account, Engine Ready offer $100.  If you are new to Google or are opening up a new Google Account this month… Comment on this post and we will be happy to reply back to you with a promotion code which will allow you to get $100 in free clicks for any new Google AdWords account.

Our batch of discount codes expire at the end of them month so be sure to take advantage of Engine Ready”s offering.

Sadly this offer from Engine Ready, Ing. has Expired – Sorry, there are no more codes available

When we run out the title of this post will say (EXPIRED)

Google is stepping up their updates for the adwords editor.  Hit the link to read all about it. The editor is nearly at the point where all account modifications & management can be performed off-line.

Here is a breakdown of the newest features:

  • Campaign experiment Support
  • Location extensions support
  • Background download:  One or more accounts can now be downloaded in the background while you’re working on another open account.
  • Additional campaign settings:
    • Enhanced CPC (enabled/disabled
    • Delivery method (standard/accelerated)
    • Ad Rotation (optimize for clicks/optimize for conversions/rotate)
  • Destination URL links:  Test your destination URLs when you click the icon
  • Unlimited number of search conditions:  Advanced Search now allows you to add an unlimited number of search criteria
  • Additional image ad dimensions:
    • 320×50 (now valid for mobile image ads as well)
    • 300×50
    • 425×600
    • 300×600
  • Item status and disapprovals:  AdWords Editor now displays item status in the Status column and allows you to manually pause or enable an item by editing the status icon. In addition, you can now see specific ad disapproval reasons by mousing over the disapproved status.
  • Updated first page bid estimates:  AdWords Editor v9.5 supports the updated first page bid estimates

Happy Bidding,
Engine Ready, Inc.

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A fairly new addition to the current selection of Tools in Google AdWords is the Experiment BETA.

The next time you are editing your campaign settings take a look and see if your account has been selected for the Beta release of “Experiment” – If you expand this feature in your campaign settings, a list of 4 steps will expand which explain how to design a test:

1. Specify experiment settings.
2. Make experimental changes to bids, keywords, and ad groups in your campaign.
3. Start experiment. As traffic accumulates, statistically significant differences may emerge.
4. Evaluate experiment. Apply changes fully or remove changes.

Before we get into how exactly to create an Experiment let’s talk about what it actually does and possible reasons to utilize it.

Campaign experiments allow you to segment traffic to keywords by max bid. For example, you have a keyword in the 4.5 position with a $0.30 bid. Campaign experiments give you the ability to take a % of total traffic and have it run with a different bid. In this example, you can pull 20% of this keywords traffic and modify the max bid by a certain percentage; let’s say 50%. This means that 1 in 5 impressions will be running off of a $0.45 bid as opposed to a $0.30 bid. By using this you discovered that if you bid $0.45 all the time, you can be shown in the 2.6 position. Along with these changes you can see side-by-side performance changes in CTR, CPC, Conversion Rate, etc…

By using this experiment you can effectively test bidding strategies with keywords without worrying about peaks and valleys in daily/weekly/monthly search patterns because they run congruently.

  • Perhaps you are in the 8th position and want to know what it would cost to get in the 2nd position. You can segment 10% of the traffic and bump up the bid 150% to see where that gets you and adjust as the data rolls in. This way you can be sure that there are no over-spending surprises.
  • Maybe your client/boss wants to be in the #1 position (No ifs, ands, or buts about it!) while the data shows that the 4th position is the most profitable. You can segment the traffic and neatly show the performance changes to with prove or disprove a hypothesis.
  • You can also use this to help lower your cost. Say you are doing well in the 1st position – You can set an experiment up to see if you still perform as well paying 20% less than you currently are.

Now… Back to the 4 steps:

Step 1 – Click the [+ Specify experiment settings]. This will open up a new menu. Specify the Name, Control/Experiment split or how much traffic you want going to your original bid vs. your experiment bid, and Start/End dates. Click Save.

Step 2 – Go to your keywords. In the tool bar below the Keyword Tab, you will see Segment. Open this an select Experiment. You will now see a Test Tube icon next to your keyword. Edit your keyword and now you will be able to modify your Experimental Bid.

Step 3 – Once you are done setting up your bids, return to the campaign settings and select “Start Running Experiment”

Step 4 – Based on the results you will see side-by-side on the Keywords tab, you can apply the bid changes or delete them.

Google provides the tools, it’s up to us to figure out how to best utilize them. Has anyone else found a unique way of using this feature to optimize their account? Please post your findings.

As I’m sure you’re aware, there are 4 toll-free prefixes – 800, 888, 877 and 866.

See which “800” prefix yields the highest conversion rate in this search marketing industry study performed by Engine Ready.

Although the “800” prefix has been around for over 40 years, its next oldest sibling, “888” is only 13 years old. The “877” prefix came about 11 years ago, while the youngest “866” has only been in use for 9 years.

Does the longer legacy of the “800” prefix result in higher conversions when tested against the newer toll-free prefixes?

Everywhere you look, there is no shortage of hype about how Web 2.0 is revolutionizing the marketing and promotional world. I’m not a skeptic of the potential of social media, networking, user generated video and blogs, but wonder why there seems to be a disconnect between the Web 2.0 and Web 1.0 worlds.

The real opportunity for capitalizing on the power of this new medium is through the integration of conversation and buzz (Web 2.0) with the traditional role of the web, providing information and marketing prose (Web 1.0).

But when you look at some of the most popular YouTube videos of 2007, some of these companies really blew their chance to take their 2.0 efforts to the next level by not integrating their creativity with conventional 1.0 promotion. And, it appears that the marketing departments of their competitors were also asleep at the wheel.

Here are a couple examples:

  1. The Cadbury Gorilla Drummer video has received almost 1 million views. Go toTechnorati and you’ll see many blog entries praising the video. But look over to the right where the Google sponsored links are and you’ll not see a Cadbury ad.Searching for any online press releases related to the Gorilla playing drums again produces no listings. And on the Cadbury site, there’s no mention of the video. Search on “gorilla playing drums” in Google returns the YouTube page, but wouldn’t it be perhaps even more effective if Cadbury had an optimized page that ranked well under that search phrase … or if Cadbury had even bid on the phrase?
    “Buzz” grade: A
    Complete Marketing grade: F
  2. The Ray-Ban Catch Sunglasses video has received over 3 million views. Unlike Cadbury, though the Ray-Ban folks carry through the Wow of the video. For instance, at the end of the video, the words “Never hide” are scrawled on a Honda Civic. Go to the Ray-Ban web site, and you”ll see that same slogan prominently displayed. And on their site, you”ll find a series of videos on their site supporting the same theme as the catch sunglasses video. Type in the phrase “catch sunglasses” into Google, though, and you won’t find any PPC ads from Ray-Ban or their dealers. On the other hand, typing in their slogan, “Never hide”, does at least return a link to their corporate site.
    “Buzz” grade: A
    Complete Marketing grade: C
  3. The “Blendtec – Will it Blend?” series of videos on YouTube have been particularly popular, with the latest iPhone episode garnering over 3 ½ million views. And kudos to Blendtec – go to their home page, and you’ll see prominently displayed a button that takes the visitor to all of the “Will it Blend?” videos. In addition, they even sell CD’s of the video series on their site. And typing, “Will it blend” into Google produces a sponsored listing to the BlendTec site. They have even purchased the domain, which shows as the number one listing.Finally, they’ve incorporated their name into the title of the video series, so there’s no mistaken who they are. However, why have Blendtec dealers not taken advantage of this great exposure? There are no Blendtec dealers bidding on this keyword phrase.
    “Buzz” grade: A
    Complete Marketing grade: A (if we don’t count the missed opportunities for Blendtec dealers)

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