Part of AdWords’ ad extension, sitelinks is not the new kid on the block in the Google AdWords platform.
Even though sitelinks had been introduced for quite a while now, it is still not commonly used in many SEM campaigns.
Are you familiar with sitelinks? If you are, bear with me for the next paragraph. If you aren’t, let’s do a quick recap!
From Google AdWords Support:
The sitelinks ad extension lets you show links to pages from your website, in addition to the main landing page, beneath the text of your ads. Sitelinks appear in ads at the top and bottom of Google search results. You can activate sitelinks – creating up to ten – when you select your campaign’s settings. From the Ad extensions tab in your AdWords account you’ll be able to edit your link text and URLs and see how ads that contain sitelinks perform.
By Samuel Goh
Think AdMob and you get Mobile In-App (not mobile websites) Advertising networks.
Acquired by Google in November 2009, AdMob was recently assimilated into the Google AdWords platform a month back. Advertisers are now able to target their advertising efforts across around 300,000 mobile applications in the AdMob network and reach people in 23 countries from within the AdWords interface.
AdWords advertisers will welcome the ability to target specific smartphone or tablet device models (e.g. Samsung S2) or a particular manufacturer brand (e.g. Samsung).
Like the display network, advertisers can choose to target categories available in Google Play Apps / Apple iTunes App Store (automatic placements) or to target specified apps (managed placements).
With the integration, Google AdWords advertisers now have the ease and convenience of running search, display, video and mobile in-app advertising campaigns through a single platform.
What defines success in your PPC campaign?
For some, it’s the quantity of qualified traffic driven to a website (clicks).
For some, it’s the number of eyeballs that had seen the ads (impressions).
For some, it’s the click through rate (CTR).
Depending on the objective of the campaign and/or requirement of the advertiser, the set of success metrics can differ from one advertiser to another.
The bottom line of most (if not all) for-profit organizations is the amount of revenue that’s eventually generated.
In PPC terms, no metric can be more closely tied with revenue generation than the number of actual conversions.
A conversion can be:
– Purchase/Sales (of a product/service),
– A view of a webpage – such as a “contact us” page,
– Signing up of a newsletter
– Downloading of a PDF or
– Lead generation – submission of a form enquiry etc
For every action listed above, a conversion value (also known as “goal value” in Google Analytics) can be attached to it.
An age old question often asked – should I go SEO first? or SEM first?
Let me ask you another question – does the chicken comes first or the egg?
There’s no right or wrong answer, it very much depends on your scenario.
The answer depends on 2 criteria, the stage your business is in and your business objectives.
A new business needing a fast turnover can’t rely on the long term benefits of SEO.
A digital veteran well optimized for the Google search engine might not (critically) need SEM.
Do they still need SEO/SEM? Yes they sure do, but it won’t be a priority for now, However, it should definitely be somewhere in the pipeline.
Similar to the current USA presidential election, there are 2 camps of supporters, 1 for Obama and the other for Romney. Among search marketers, there are 2 camps as well – 1 that believes in a direct relationship between SEM and SEO, while the other staunchly deny of such a relationship between the 2.
I am an advocate of the former and I will offer 6 reasons why, in a logical manner.
In early September, Google announced a new feature that allowed budget to be shared between your AdWWords campaigns – Shared Budget.
The advertiser can now specify a budget to be shared among numerous campaigns, instead of a single budget for each campaign.
Ever experienced a day whereby some of your campaigns exhausted their budget but the others didn’t?
Don’t you wish that these unspent budget (read missed opportunities) can be shifted to the spent campaigns to generate more potential opportunities?
Shared Budget will make your dream come true.
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