How do I keyword research for SEM?
10 years ago
Similar to SEO, we will use the Google Adwords Keyword Planner tool for keyword research in SEM. There are also other tools you can use such as Wordtracker or Wordstream but Adwords Keyword Planner is the de facto standard tool.
https://adwords.google.com/KeywordPlanner
You can also access the tool within Adwords by clicking on Tools at the top of the page and selecting Keyword Planner. Once you are on the Keyword Planner tool, select “Search for new keyword and ad group ideas”.
You can get keyword ideas in 3 different ways:
1. By inserting a list of keywords separated by commas (recommended)
2. By adding your landing page or your competitors’ landing page URL
3. By product category
Once you have done one of the above and clicked the “Get Ideas” button, you’re going to want to navigate to the Keyword Ideas tab to view a list of keywords with its avg. monthly searches volume, competition level (low, medium, high), suggested bid and ad impression share. Keep in mind that the avg. monthly searches volume is not the exact figure and the suggested bid is only an estimate. Nonetheless, it’s good to compare keywords by looking at the avg. monthly searches. If you see one keyword that has higher avg. monthly searches than another keyword, it could mean that the keyword is more competitive.
Comb through the list and copy and paste the keywords that are relevant to your website in an excel sheet. Once you have a comprehensive list of keywords, you can copy and paste it back into the Adwords Keyword Planner to get even more ideas. You can also check mark the keywords you want and download the list by clicking the Download button at the top right of the table. Rinse and repeat until you think you have all the keywords you need.
You can also find related keywords by doing a search of your keyword on Google and getting the keywords from the suggested dropdown.
For even more keyword ideas, you can scroll down to the bottom of the page after you have searched your keyword. There will be a related searches list above the bottom pagination.
Filed under: Documentation→Search Engine Marketing
Tags: cpc, keyword research, ppc, search engine marketing
How can I track my Adwords data in Google Analytics?
10 years ago
You should always link your Google Analytics with Adwords to track where your visitors are clicking, how much time they are on your site, how many conversions you get, which page makes your users leave your website the most, etc. There is an option to do that in Adwords, so don’t forget about linking your Adwords to your Analytics. It is very important to analyze how well your campaigns are working so you can make adjustments to it. You’ll have to use auto-tagging which allows you to import Adwords data into Analytics automatically. You can also manually tag but we recommend auto-tagging for additional details you wouldn’t get from manually tagging. Auto-tagging will allow you to see what happens after a user has clicked your ads. When you enable auto-tagging, a parameter called gclid will be added to your landing page URL like this: www.domain.com/?gclid=548abc.
To enable auto-tagging in Adwords, go to the gears icon and select Account settings. In the preferences tab, you’ll find a Tracking section. Click Edit and checkmark Destination URL Auto-tagging and Save changes.
Auto-tagging will provide you with these detailed reporting in Google Analytics:
• Campaign
• Source
• Medium
• Content (creative)
• Keyword
• Query Match Type
• Ad Group
• Destination URL
• Ad Format
• Ad Distribution Network
• Placement Domain
• AdWords Customer ID (in case you have multiple accounts for your company)
• Hour of Day
• Placements
• Keyword Positions
If you don’t link your Analytics with Adwords and don’t use auto-tagging, you’ll get (not set) as the # of visitors that came from your campaigns. This does not help you because you’re getting clicks but you don’t know what happens after the click. This makes it impossible to measure your goals.
Filed under: Documentation→Search Engine Marketing
Tags: adwords, google adwords, Google Analytics, search engine marketing, tracking
What is quality score?
10 years ago
Quality Score is an estimate of the quality of your ads, keywords and landing pages. The higher your quality score, the better your Ad Rank (better ad position and lower cost-per-click).
Quality Score is decided from the expected CTR (click-through rate), ad relevance and landing page experience. If your ad is not relevant to the keyword, you will get low CTR and ultimately a bad Quality Score so make sure your ad copy is relevant to your keywords and create good landing pages.
Here are some ways to improve your Quality Score:
Filed under: Documentation→Search Engine Marketing
Tags: ad extensions, google adwords, quality score, search engine marketing
What is the Adwords Editor?
10 years ago
Adwords Editor is a great tool you can use to edit your campaigns quickly in bulk. This tool is a must have. You can download accounts, import and export files to make changes to an account, view statistics for your accounts, copy and move items between ad groups and keep working when you’re offline.
To download the Adwords Editor and to learn more about how to use it, you can visit:
http://www.google.com/intl/en_US/adwordseditor/
Filed under: Documentation→Search Engine Marketing
Tags: adwords editor, google adwords, search engine marketing
How do I create a page post engagement ad on Facebook?
10 years ago
Page post engagement is a great way to gain likes, comments and shares on your Facebook posts. You can create a post ad as a video, photo or text to engage your users. To do so, click on the “Build Audience” at the top right corner of your Facebook page and click “Use Ads Manager”. Click on the green button “Create Ad” and click “Page Post Engagement” from the list. From there, you can select which post you’d like to promote, target your audience and set a campaign pricing. It will take a few minutes for your ad to be approved.
For video ads, it is recommended to use 500 characters of text, 16:9 aspect ratio, 1080 resolution, .mov file format and no larger than 1 gigabyte. An example of what a video ad may look like on desktop, mobile and right side of Facebook:
For photo ads, it is recommended to use 90 characters of text, 1:1 image ratio (a perfect squared image) and 1200×1200 pixels image. Furthermore there is a 20% limit to how much text can be added in your photo. Having too much text in your photo will get your ad disapproved. You should use the Facebook grid tool to see how much text is being used on your photo: https://www.facebook.com/ads/tools/text_overlay. Here are what photo ads look like on desktop, mobile and right side of Facebook:
For text ads, it is recommended to use 90 characters of text. Here are what text ads look like on desktop, mobile and right side of Facebook:
Filed under: Documentation→Social Media Marketing
Tags: facebook ads, page post engagement ad, social media marketing
How can I gain page likes using Facebook Ads?
10 years ago
Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “Page Likes” from the list.
Select your page from the dropdown or type in the URL of your Facebook page that you want to increase page likes for. After you have selected the Facebook page you want to promote, you can use up to 6 different images that will show up for your ad and 90 characters of text. Configure your audience targeting and set campaign pricing and click “Place Order”. It will take a few minutes for your ad to be approved.
Filed under: Documentation→Social Media Marketing
Tags: cpc, facebook ads, facebook likes, page likes, ppc, social media marketing
How do I receive clicks to website with Facebook Ads?
10 years ago
Go to your Facebook page after you have logged on and click “Build Audience” at the top right of your page. Click on “Use Ads Manager” and click “Create Ad” at the top right of your page. Click on “Clicks to Website” from the list. “Clicks to Website” works similar to “Page Likes” except it promotes a webpage instead of a Facebook page.
Enter the URL you want to promote and click “Continue”. Add up to 6 images for your ad and 90 characters of text. Configure your audience targeting and set campaign pricing and click “Place Order”. It will take a few minutes for your ad to be approved.
Filed under: Documentation→Social Media Marketing
Tags: clicks to website, cpc, facebook ads, facebook likes, ppc, social media marketing