Googlers Alex (New York office) and Anva (Mountain View) provided half day training in Singapore to digital agencies. The training on AdWords covered topics from basic to intermediate level. I would not cover the basics in this post.PPC Tips
- Historical performance. The most recent performance has more weight while old ones have less. Historical performance is on both keywords level and account level.
- Compare performance in visual graphs in account snapshot. The product development team is still improving the visual graph function.
- Ad ranking is similar in search and content network; however, the calculation of quality score is different as content network PPC is on ad group level.
MCC Updates
- View all MCC alerts in one place. This is to be available this week. Agency can do alert search across all accounts and save to be shown on MCC.
- Now in MCC, agency can have an overview of last full day, last 7 days, last 30 days, last 90 days,…more options are going to be added.
AdWords Editor 5 is to be released soon this week. And, version 6 is also in development and about to be released in middle of Q1 next year. MCC structured view and spreadsheet importing functions would be available in version 6 next year.
Content Network Advertising/Marketing
In content network, there are three models available: placement targeting, contextual targeting, and category targeting. You may be aware Google has updated the “site-targeted campaign” to “placement-targeted campaign”.
In placement targeting, the advertiser is supposed to select the category of websites and then pick the sites to advertise on. However, category targeting (still in beta) is targeting category of pages. This is currently only in English in the back end. You need to ask your Google product manager to help on that.
Placement (site) targeting allows CPM and CPC while contextual targeting only supports CPC. After the name change, it’s a bit confusing to some people.
Anya advised advertisers not use dynamic insertion in content networks.
During the break, I asked Alex about the Excel plug-in regarding PPC management. He acknowledged that Google is working on the Excel plug-in. That’s all I know for now.
0 responses so far ↓
There are no comments yet...Kick things off by filling out the form below.
Leave a Comment