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Category: Paid Search Marketing

Examine the impact of paid search marketing and its relationship with organic search.


  • Hi Paul, what is the status of this issue? Has it been resolved, or not? Would love an update! Thanks ~ Christy

    | Christy-Correll
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  • Thanks Tom, I'll try to implement this. The link for http://psgrep.com/ isn't working? If I implement the solution for cross domain tracking above, will my adwords data flow through? Right now I'm getting no behaviour data even though my adwords and analytics are linked up or is there additional work I will need to do that is available on the link that isn't working? Thanks!

    | EvansHunt
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  • Hi Anirban, Martijn provided a good response. Did it answer your question, or do you need clarification on anything? Let us know so we can help, thanks! Christy

    | Christy-Correll
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  • You can put more than one domain into an account, but this is more work than what is necessary. According to AdWords TOS, if you want to advertise with more than one site you own, these sites need to not be offering the same user experience and need to have different brands (the presented company brand, not the brands you might be selling). I think you should start out with one adwords account for the site you feel is most complete, see what the landscape is like for bidding, ctr, etc, if you can turn a profit with adwords. Then see if you need additional accounts.

    | JasmineA
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  • It's absolutely possible to exclude converted visitors from remarketing in Google Adwords. We do it every day, it would be the best to connect your Google Analytics account to your Google Adwords account. By doing this it will make it possible to use your segments as remarketing lists. This will make it possible to create a segment for converted visitors and use it as an audience within targeting to exclude them.

    | Martijn_Scheijbeler
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  • I have used conversion optimizer a few times, and each time, it basically destroyed everything. Enhanced CPC sometimes makes things MINIMALLY better. I think conversion optimizer would work better if I had ads that were long-running, but I tend to be constantly pausing things and changing things.

    | UnderRugSwept
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  • Two domains can run in the same account. They cannot run in the same adgroup. If you never plan on spending more than 15k/mo per domain then I think it's OK to keep them all in the same account. Just be sure to label them differently for each campaign. If your brands will be bidding on the same keywords, then do not put them in the same account. Because they are two separate brands you can double serve ads, but it's not advisable. There are MANY things that can go wrong if you try to bid on the same terms with two different accounts. I would suggest hiring someone who knows what they're doing to help you set this up & possibly run it for you so you don't end up bidding against yourself and running up your own CPCs.

    | JasmineA
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  • Contact the sites responsible for showing the rich snippet. If you do not want to have it displayed, then they should be able to turn that snippet off for you. Same with the reservation system. Depending upon what platform you are using, there is probably a reservation system available within the code, or through a plugin. I 'm not sure if setting up a strickly internal booking system only on the hotel's website makes sense tho. Depending upon what site people find the hotel listed on, they are going to want to book it right then and there, and not have to link to another site to do so. Be careful to not make it more complicated then it needs to be.

    | David-Kley
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  • When I manually fetch, the /images folder isn't on the list anymore. For now I have just reuploaded the images in to a new folder and I'm creating my feed by hand, so that should get around it for now. Thanks for your help.

    | sparrowdog
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  • Thanks for the tip StreamlineMetrics... Curious though, how are you able to get keyword data, etc. to pass through when Google strips it out. Do we not run the risk of violating some other Google policy?

    | VTDesignWorks
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  • My experience backs up David's opinion. Google doesn't care if your NASA if you're trying to sell cheese & crackers. Since that's not what users are searching for it's not advantageous for Google to show people NASA ads. No one really wants astronaut cheese anyway (wait... is that string cheese? maybe they do) Auction bids & quality score are based heavily on estimated click through rate, landing page experience, ad relevance, and ad formats. LP Experience can be measured in several ways and Google has always been really keen to keep that information under lock & key. There are theories that they look at time on site, bounce back rate, click through rate, conversion rates, etc. But there's no real answer - except that I am very confident that the specific page's authority is not a heavily weighted factor. I know you came here for a customized response that's more in depth than static information on the web, but I'm going to direct you to this video anyway because it's seriously informative http://searchengineland.com/google-new-adwords-ad-rank-video-195049 It's legit. I see this happen every day. There are many theories behind what goes into landing page relevance, but the authority of that page is insignificant. Thousands of companies use PPC specific landing pages that are excluded from robots.txt and have high QS. I understand that 10% can make a huge difference when you're on the cusp of getting to an 8, 9, or 10, but overall there is more you will be able to do in the account that will impact QS than what you can do with your landing page. (that's not to say that CRO isn't beneficial, but that's CRO, not QSO - quality score optimisation) I'd rather guide you in the direction of your negative keywords and keyword grouping techniques. the more specific your keywords are to your copy to your landing page the higher quality score you will receive. Note: I said specific. "Cheese" as a head term is not a specific query... "11 in bamboo cheese board" is a very specific query. Got a little side tracked there. Hope this information is still useful to you!

    | JasmineA
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  • If you added in mobile advertising then that could have definitely given it an uplift, but making changes sometimes inspires a new assortment of changes. How are you doing so far this month? Are you seeing the same issues? Have you dropped your CPM & Daily budget?

    | JasmineA
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  • Hi BobGW, Wow, what a question to ask; it's fairly subjective and dependent on quite a few variables (like experience, life cycle of the campaign, ect), but that means we should get lots of answers! Here is my Top 5 contribution (in no particular order): Optimize Your Landing Page I like to optimize the bottlenecks first and that means making sure that my website and landing pages are ready to receive paid search traffic. Ask yourself these questions: does my website load as fast / faster than my competitors? Are the call to actions clear and on my landing pages? Is all the on-page SEO complete? Make it Easy to Purchase & Proper Ecommerce Tracking Make sure that your purchase funnel is simple and easy. Only capture the necessary information (save the extra for follow up emails and visits) and reduce any unnecessary steps in the checkout process. Have thorough and accurate Google Analytics Ecommerce tracking integrated (make sure to link your Adwords account to your GA profile as well). Develop an Efficient Adwords Account Architecture A proper account infrastructure highly impacts the success of a campaign. Take the time to brainstorm how it's best to lay out your company's campaigns and ad groups. Many times referring to the website's navigation (sitemap) can help develop this portion. Keyword Research & Maintenance Once you have your campaigns and ad groups decided, you can begin to fill them with keywords (often times keywords will help you identify new ad groups or campaigns needed too). Remember to keep the keywords focused and tightly grouped. Consistently set time aside to go through your keyword reports and matched search query reports in order to improve your keywords, add negative keywords, and identify new groups of keywords. Research, Experiment, Promote, & Improve Learn as much about Web Analytics as you can and how it applies to your Ecommerce strategy. Invest in the appropriate marketing tools for competitive research, SEO, and analytics. If you don't already love digging huge data, then you should get acquainted with it as quick as possible. Make sure to continually test new ads, ad copy, banners, ect. Find the higher performing ads and ditch the ones that are costing you money. Have campaigns ready to go for special occasions like Flash Sales, holidays, graduations, ect. Making sure to keep a disciplined routine with your PPC campaigns will have a high impact on their success. The consistent, incremental improvement is usually what contributes the most for long-term success. Bonus: Understand Your Customer Lifetime Value "Our competitors are buying PPC leads based on gathering long term customers that only have to get bought once and then they are repeat customers with no more cost." It sounds like your competitors have an understanding of the customer Lifetime Value of their customer's. In addition to Sales Revenue, as a metric for measuring success, they could be using the CLV of all the new customer's acquired. I would highly suggest an ecommerce company compute its CLV to most accurately understand its Customer Acquisition Cost, which will enable the marketer to do a better job in the PPC market.

    | Ray-pp
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  • I totally agree on this as well. I think it varies greatly on what product lines you are running listings on and the best thing to do is track the leads that come in via rfq's and phone (oof TN) and follow them to see if they convert. I think we can all agree that it is difficult to gauge the seo benefit on it.

    | KevinBudzynski
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  • Hey Steve! We will index any HTML links if they can be found but not links embedded in JS as most ads are with their redirect structure. Hope this helps!

    | DavidLee
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  • I wonder if that's it. I forgot about that text, wrote it like two years ago. I'll scour through the site, see if I find any others like that. I still wonder how this got on Google's radar. I just did a search for the offending phrase there "SEO improves" and I see a bunch of advertisers who are violating this rule on their home pages AND in the ad itself. That is, how is it that I'm in trouble for two words on an inside page and another guy can advertise: "Guaranteed Page One SEO‎" and get the second ad spot?

    | scodtt
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  • Hi DoMiSol, I've added the AdWords conversion code to the "thank you" page and I also added a Goal in Google Analytics whose counter is increased every time the thank you page is reached. This way I can track conversions with both AdWords and Analytics.  Is that correct? Yes, as long as you have added the Google Analytics tracking code to the "Thank you" page so you can track that specific goal. Should I import back in AdWords the goals from Analytics, as suggested in the AdWords account? Linking your Analytics account with Adwords has a lot of benefits. The main reason to do so is to be able to see a more comprehensive view of your AdWords post/click activity such as: Bounce Rate: When someone sees only one page or triggers only one event. Avg. Session Duration: The average time someone stayed on your site. Pages/Session: The average number of pages viewed per session. % New Sessions: The estimated percentage of first-time sessions. Access to  awesome Remarketing lists from Google Analytics In terms of tracking AdWords conversions use one or the other, not both. Do not import any goals that you are already tracking through AdWords Conversion Tracking into AdWords, this can create double-counting and duplication, which would make your conversion data misleading and hard to interpret. ================================== I have another landing page with a form in the website, where I send users coming from organic search, so I set up a second goal in Analytics for the thank you page of this form. Yes, you are simply tracking a new action from a different form. Is this the reason why I am supposed to import in AdWords the analytics' goals, so that I could see both kind of conversions in both accounts? _In theory yes (as explained above). But I would not import your organic goals into Adwords, there is no reason to. _To make it simple, remember this: AdWords tool will track ONLY your AdWords conversions. Analytics will track conversions from ALL your channels: Bing, Social, Email etc. As long as you have the proper tracking & tags implemented in your URL's. ================================= 3) But the most important question is: If I send both PPC/organic visitors to the same landing page is there still a way to separate PPC from Organic conversions? Yes, as long as you have auto-tagging enabled AND Adwords conversion tracking in the pages that you want to track. Google will track your PPC data separate from your organic - Google Adwords adds a "GCLID" (Google Click Identifier) to the Destination URL. This is a globally unique tracking parameter to pass information back and forth between Google AdWords and Google Analytics, this includes UTM parameters, click to conversion and cost data for your paid campaigns. ================================= I hope this information is helpful. Cheers, ~Barbara

    | byoung
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  • Ok! Our media agency asked Google and got the following answer: _My understanding is that your main goal is to be able to import those Google Analytics goals into AdWords, and yes you would need to use Autotagging for this. If you're already using manual tags, which it sounds like you're doing through core-metrics, you can still use Autotagging and Google Analytics will ignore those manual tags as long as they aren't Google tag parameters such as Campaign Source _

    | guiberube
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  • You can track conversions through both platforms, and still upload conversions from Google Analytics (GA) to Adwords if you want to.  It makes sense to track conversions through both, because I'm sure you have conversions coming from other marketing campaigns and from organic sources that you can't track through Adwords.  Adwords conversion tracking will only track conversions where the user clicked through from an Adwords ad, so you won't get a complete picture. Unless you view conversions in GA showing all touches, you'll see some differences in conversion tracking between the two platforms, due to differences in attribution.  For example, if someone clicks on an Adwords ad, and then later that day clicks an organic listing to your site and converts, then in Adwords that'll count as a conversion for Adwords, and in GA that'll count as a conversion for the organic listing.

    | john4math
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