Posted by: Evaldas Balcius

Posted on: September 12, 2012 1:52 pm

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Google Adwords Shared Budgets is one of the latest Google Adwords features, which allows to replace campaign budget with a budget shared accross multiple campaigns. Please note that this Adwords feature is still in the Beta version, and is not available for all adwords accounts.

Start using shared budgets’ feature

1. Click on the “Shared Library” link (on the left sidebar)

2. Click on the link “Budgets” and then click on “+New Budgets” link

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3.  Enter the budget name, select the campaigns you want assign the budget to and set daily budget amount.

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4. Select delivery method (Standard or Accellerated). Standard is the default delivery method, which is automaticaly selected.

If you want to make changes for the budgets you have already created, you will need to go back to the 2nd step and select a budget from the table.

 

Posted by: Evaldas Balcius

Posted on: September 5, 2012 3:18 pm

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Google Analytics remarketing lists enables you to target your Google Adwords remarketing campaigns to specific type of visitors. In this tutorial I will demonstrate how to create remarketing list on Google Analytics and export the list to Google Adwords.

How to create remarketing lists in Google Analytics

1. Login to your Google Analytics account, go the Admin panel and navigate on the tab named as “Remarketing Lists”.

2. Click on the button “+New Remarketing List” to start the creation process of a new list.

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3. In the next window you will see the list options that you need to setup. Make sure that you selected right profile, where the data will be taken from.

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4. Then you have to select the “Remarketing type” you prefer to use. There are 4 remarketing types available:

  • All website visitors;
  • Visitors who visited a specific pages on the site;
  • Visitors who completed a specific goal. You can select from the list of all available goals;
  • Your own remarketing list based on advanced segments data. The first option of “Dimension & Metric Filters” will allow you segment visitors based on visit dimension. And the second option of “Sequence Filter” will allow to create segments based on specific sequential order.

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5. Enter a name of the list and change the number of membership duration.
6. Click on the “Get Estimates” button to get the number of visitors you may reach with that particular remarketing list.
7.  Click on “Save Remarketing List” and these lists will be automatically exported to your Google Adwords account.

Posted by: Evaldas Balcius

Posted on: August 1, 2012 8:00 am

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This tutorial will guide you through the setup process of new type of  Google Adwords remarketing lists.  With the new version of remarketing lists the whole creation process is slightly changed, as there is no need to upload different tags on different pages, you just have to upload a single tag across the site and then setup remarketing lists based on your website URL parameters.

How to setup new remarketing lists based on one tag

1. Audiences. Navigate to the “Audiences” section which can be located on left sidebar under the “Shared Library”;

2. Create a primary tag.

a.  Create a primary remarketing tag by clicking on the “New Audience” – > “Remarketing List” and select a second option “Define a list of site visitors by placing a new tag …...” .  This tag has to be uploaded to every single page on your site (or just simply added to the footer of every page).

b. What to do if you already have multiple tags created and uploaded to your pages? My suggestion will be to close all of the remarketing lists and use only one tag-based  list which got the highest number of users and re-use that tag in every page of your website. Please be aware that after deletion of existing re marketing lists you will have to re-configure “Custom Combinations” too .

3. Define remarketing lists based on URL address. Once primary tag is uploaded to every page of your website, you have to start defining your lists based page URL. Click to create new “Remarketing list” and select the first option named as “Define a list of site visitors based on the selection below“  and add the parameters of the URL address. Example: Lets you want to create a list targeting all pages related to the “Conservatories“. In order to do this you create a list where URL  contains “Convservatories“.

 

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To learn more remarketing lists please read Adwords help center.

If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.

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2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI

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How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like domainname.com – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium

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Filter for Google source

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3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.

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Posted by: Evaldas Balcius

Posted on: June 6, 2012 3:25 pm

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Google Adwords shared library can be very useful tool for sharing common elements such as Google remarketing audiences, negative keyword lists and placement exclusions accross multiple Google Adwords campaigns.

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There are three sub-libraries available under the “shared libraries” on the left sidebar:

  • Audiences. This is the place where you can create and manage your  audiences for Google Remarketing campaigns. “Remarketing lists” will allow you to create a list of visitors who have recently visited your website  and “Custom Combinations” a tool for setting rules for multiple remarketing lists. (i.e include a remarketing list of people who have recently visited the website and exclude a list for visitors who filled an enquiry form)

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  • Campaign Negative Keywords. Negative keyword lists that you can use accross the multiple campaigns. This may be very useful tool for sharing lists of common negative keywords such as towns, counties, countries, competitor brand names or any other combination of negative keywords. Actually those lists can be very valuable, because you can always download these lists and use them for multiple client adwords accounts.

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  • Campaign Placement Exclusions. You can use this tool to share the placement exclusions accross the display network campaigns.

Posted by: Evaldas Balcius

Posted on: May 23, 2012 4:45 pm

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If you are using Google Adwords quite often you may notice that there is a new tab named as “Display Network”. Do not worry it is not a new functionality of Google Adwords it is just an easier way to access and create campaigns for display network in one place.

There are 4 Display Network Targeting Tools available:

  • Display Keywords;
  • Placements;
  • Topics;
  • Interest & Remarketing.

All of those tools can be used in conjunction with every display targeting tool enabling to create highly targeted display campaigns. Just in a few clicks you can create a display campaign targeting relevant pages based on multiple targeting settings like  keywords themes, specific placements, a group of specific subject sites, interests and remarketing lists.

Display Keywords

Select a “Display Keywords” tab and click on the “Change Display Targeting” button to start adding display keywords in your campaign.

You just have to add few relevant keywords in the text field and then can get more keyword ideas by clicking on the “Find Related Keywords”. It is highly recommended to use 5-20 keywords in every contextual targeted campaign.

Placements

To start adding specific placements just click on the “Placements” tab and click on “Change Display Targeting”. You can search for placements by adding keywords or specific placements. Select specific placements you like and add those ones to the list.

Topics

To start adding specific subject sites just click on the “Topics” tab and click on “Change Display Targeting”.

Select topics you like, by searching for word, phrase or website. You can add as many topics as you want.

Interests & Remarketing

With this targeting tool you can actually pick the categories that users might be interested, or use your remarketing or custom combination lists.

Display Keywords

 

 

Posted by: Evaldas Balcius

Posted on: April 7, 2011 3:57 pm

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In order make smarter decisions while making changes for your Adwords account there is very useful tool called “Search Funnel Analysis“.  You can find this tool under the “Reporting and Tools”  tab and link to to “Conversions”. As you may know Google is attaching conversions to the last click made. But before making the last decision to buy or not users tends to come back to the website via different sources, because they are comparing prices and looking for the best deal. So it is important to know what was the role of adwords before getting the sale.

Search Funnel Analysis are providing 8 types of different reports:

  • Assist Clicks and Impressions;
  • Assisted Conversions;
  • First-Click Analysis;
  • Last Click Analysis;
  • Top Paths;
  • Time lag;
  • Path Length.

I am following my next post about each of the search funnel report.

Posted by: Evaldas Balcius

Posted on: March 30, 2011 10:24 am

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The latest Google update for Display Network Contextual targeting is that you will be able to use targeting not only by keyword themes, audiences and by topics.



To start using targeting by Topics, click on the Topics tab and select the topics you want to target. Also you are able to exclude particular topics where you do not want your ads to be seen.

This update will make live easier for many advertisers using Google Display Network. From now  there are 7 variations how you can reach your visitors on Display Network:

a. By Keywords Themes only;

b. By Topics only;

c. By Topics and Keyword Themes;

d. By Audiences and Keyword Themes;

e. By Audiences Only;

f. By Audiences and Topics;

g. By Audiences, Keyword Themes and Topics;

Posted by: Evaldas Balcius

Posted on: March 25, 2011 9:19 am

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Google has just announced about new location targeting feature for search network. This feature will allow target your ads more precisely and reach more targeted audience for your business

  • The first new advanced location option is “Targeting method” which allows to “Target using either physical location or search intent“, “Target using physical location: Device-based location signals” and “Target using search intent: Location terms in user queries

Example:

You have MOT test service in Chelmsford and you want to advertise for people who are physically located in Chelmsford. You are not interested to show your ads for people who are located somewhere in UK and adding “Chelmsford” to their search queries. You can reach these potential clients with a new targeting option “Target using physical location: Device-based location signal“.

  • Second new option is “Exclusion method” which allows to “Exclude by physical location only” or “Exclude by physical location and search intent

Example:

You run uPVC doors installation company and are advertising installers based Leeds. You don’t want to advertise Doncaster installers and people who are based in Doncaster. There is an option “Exclude by physical location and search intent” which help to advertise your service only for people who are based in Leeds only.

Posted by: Evaldas Balcius

Posted on: March 11, 2011 2:31 pm

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Google has just announced about new Google Adwords ad rotation setting option: “Optimise for conversions: Show ads expected to provide more conversions“. This ad rotation setting will be showing ads that are converting better.

Before there were only two ad rotation settings:

  • Optimise for Clicks – Shows ads expected to provide more clicks;
  • Rotate – Show ads more evenly.

Ad rotation options that were available before helped to show ads with higher Click Through Rates more often. But there is a thing that ads with higher click through rates are not always converting better.

You have to enable Google Conversion Tracking if you want to be able to use “Optimise for conversions: Show ads expected to provide more conversions” option.

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