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Articles by Andrew Lolk
The Real Reason Nobody Agrees on Brand Bidding in Google Ads (incl. P-Max)
Just like YouTube Ads shouldn’t defacto be run by your Google Ads agency (unless they know what they’re doing), it’s equally wrong to classify branded and non-brand keywords as the same. Just because they’re both within a Google Ads account does not mean they should be treated the same. In this article, I explain why I believe nobody can agree on whether brand bidding is something you should or should not do and list some simple scenarios you can apply.
Optimal Google Ads Tracking: Get 20-50% More Data
Summary Your Google Ads account is getting less data than it ever has, and algorithms take up a much greater part of your account than ever Algorithms depend on data which exacerbates the problems The solutions are out there, but they are not perfect Getting more data, and the right data, in your Google Ads account is a competitive edge when everyone is dependent on algorithms Intro Tracking has become increasingly difficult.
Profit Tracking vs ROAS: When & How to Implement POAS in Google Ads
Summary: Tracking the profit from each transaction enables you to set more accurate bids. Setting ROAS targets based on an average of your margin per product leaves money on the table. Profit tracking is the natural progression of revenue and ROAS tracking. As much as 60% of the products bought are not equivalent to or the same as what people clicked on in Google Shopping, making margin labels useless.
The Practical 30-minute Solution to Intelligent Tracking Prevention Ruining Your Analytics
If you understand ITP and just want to jump to the solution click here. As a quick summary for you to understand the issues rather than the technicalities of Intelligent Tracking Prevention: Around 50% of all mobile devices (across ALL devices) use Safari. As per the release of ITP 2.2 (estimated to have launched in May 2019), Safari no longer allows Google Ads, Facebook Ads, Google Analytics or any other software to track visitors with cookies beyond the initial 24 hours.
What Are Keywords & How They Work in PPC
Keywords are the foundation for everything in PPC. Keywords are what you use to define where your ads should appear. Without a solid understanding of what keywords are and how to use them effectively, you’ll never be successful with PPC. Before getting started, it’s essential to understand some of the terminologies in this guide. Search Term: The word or words a user types into Google when performing a search. Keyword: A word, or a set of words, that you add to your Google Ads campaigns.
9 Non-Obvious Ways To Improve Your AdWords eCommerce Strategy
So, you think by achieving a high, stable ROAS, you’ve maximized your potential with Google AdWords. I see this all the time. eCommerce advertisers are OK with good enough performance, when they could get so much more by fixing things in their AdWords strategy. A friend of mine, Steffen Hedebrandt – CMO at the eCommerce business Airtame.com, says it perfectly: He couldn’t be more right.
Starting a New PPC Agency: Six months, $256,000 ARR and 24 Key Learnings Later
It’s been six months since I launched SavvyRevenue. In my launch blog post I mentioned how I was craving getting back to the trenches working with Google Ads and PPC again. All in all, it’s been everything I hoped it would be. The highs have been amazing, but the lows where you sit and scratch your head have been just as I expected as well. The highs have been amazing, but the lows where you sit and scratch your head have been just as I expected as well.
Ultimate Guide to Dominating Black Friday PPC in 2017
Black Friday is a special day for PPC. Normally, we’re able to launch new campaigns and carefully mold them into perfection so we can reap the rewards for months, if not years to come. Black Friday PPC is different. You have 24 hours to make the absolute most out of what you do. The wrong ad, the wrong bid, the wrong settings can ruin the day (and possibly even the year!) for you.
Ultimate Guide to Dominating Black Friday PPC in 2017
Black Friday is a special day for PPC. Normally, we’re able to launch new campaigns and carefully mold them into perfection so we can reap the rewards for months, if not years to come. Black Friday PPC is different. You have 24 hours to make the absolute most out of what you do. The wrong ad, the wrong bid, the wrong settings can ruin the day (and possibly even the year!) for you.
8 Google Shopping Campaign Structures Using Priorities (Advanced)
Summary Great Google Shopping campaign structures use priorities to tell Google what products are most likely to convert There isn’t a one-size fit all structure, but some work better than others most of the time Start simple, and expand in complexity as you go Standard Shopping campaigns with few ad groups, few products and manual bidding do not work.
The No-Brainer Case for Mobile-Only AdWords Campaigns
Device specific campaigns are great, which raises the question: why aren’t more companies implementing such campaigns? Let’s take a look at this issue and what some of the reasons for (and against) mobile-only and desktop-only campaigns are. Before we even start, then let’s take a look at a stat that happens in nearly every single AdWords account these days: About 45 percent of all clicks come from mobile. Just about 27 percent of conversions come from mobile.
3 AdWords Tools to Speed Up Your Optimization Workflow for Ecommerce Stores - Savvy Revenue
Want to optimize better? Want to optimize faster? This blog post is second “addendum” to my blog post about creating an AdWords optimization calendar. I’ve already shared what I learned while creating, and reiterating my calendar, but in this post I will go into the underlying tools I use in my day-to-day optimizations for optimal PPC campaigns and to avoid me doing the same work again, and again, and again.
How to Choose the Best Landing Page for E-commerce PPC Campaigns
There is a wealth of information about how your AdWords campaigns are performing, which is both a blessing and a curse. On the one hand, you can drill down into the most minute details to find areas where you can optimize your campaigns. On the other hand, you can get lost in the wealth of data and miss signals because of the noise.
6 Things That Will Save Your Underperforming AdWords Campaign
Do the underperforming elements of your AdWords campaigns make you nervous? When you dive into the data to learn what’s holding back your campaign from high ROIs, you’ll not only gain valuable insight, you’ll also start to optimize your account for growth instead of shutting it down. Avoid this pain and transform the underachieving parts of your AdWords account. Optimizing six important areas can help you revive an AdWords campaign rather than just deactivating them.
A Guide to Optimal AdWords Campaign Settings for Savvy Advertisers
Unless you set the right Google AdWords campaign settings, your paid search performance will always be limited. You can do all the remarketing you want. You can optimize for quality score. And you can add all the negative keywords you want. None of it will matter. It’s like running a marathon if you forgot to put on your shoes. Yes, you can do your best to walk ahead, but you’ll never go full speed – and you definitely won’t finish first.
13 PPC Tactics to Get the Most Out of Seasonal Shopping
There is no shortage of advice when it comes to optimizing your Google AdWords campaigns. Just Google it, and you’ll find a massive number of best practices from dozens of different sources. But what do you do when best practices are thrown out the window? Like at Christmas or on Cyber Monday? During certain seasons throughout the year, you can’t rely on most of the PPC tactics you’d consider best practice. Instead, you need to follow a new set of rules to get the most out of peak seasons.
A Complete PPC Marketing Guide for Beginners
If you’re new to the world of paid search, it can be overwhelming. Pay-per-click (PPC) marketing – also known as search engine marketing (SEM) – is complex. It’s easy to blow through your budget and have nothing to show for it if you don’t know what you’re doing. There are so many: Advertising formats: Text ads, Responsive text ads, Video ads, Image ads, Call-only ads, and so much more! Ad networks: Google AdWords, Bing Ads, Adroll, Gemini, etc. Terms and acronyms: Quality Score? Ad Rank? CTR? ROAS?
Stop Pausing Underperforming AdWords Campaigns & Grow Your Account
Have you ever decided to pause certain parts of your AdWords campaigns – whether it’s a keyword, ad group, or entire campaigns – due to the element seeming to underperform? Turning off poor performing campaigns, ads, and keywords is the easiest part of our jobs. The saddest thing you can ever do in AdWords is pausing a seemingly relevant keyword that brings traffic and sales just because it’s not producing a high enough ROI right off the bat.
When Exact Match Isn’t Exact Match and What It Means in Practice
On what should have been a quiet Friday afternoon, folks on Twitter suddenly started shifting from the traditional TGIF updates to sharing a link from Google with an update to how Exact Match works. Over two years ago, Google said “Goodbye” to true exact match with their introduction of close variants. The change meant that minor variations would be able to match your exact match keywords. The common examples were singular/plural and misspellings (iPod –> iPods).
Write AdWords Ads Like the Pros in 20 Minutes
Over the years, I’ve struggled to understand the typical process AdWords advertisers take when managing and optimizing their campaigns. Most advertisers tend to do a little bit of everything when optimizing. This results in the advertiser struggling to get to the parts that become fruitful. It takes time to get into a task and constantly switching from one task to another has been proven to reduce your efficiency. The same applies to Google AdWords.
The Formula for Efficient Mobile Marketing | SEJ
One of the biggest new trends in search advertising is the entry of mobile devices. Today, it’s indicated that over 50% of all searches on Google come from a mobile device. Google recently rolled out a modification to their algorithm that affected how well websites rank in the organic results depending on its mobile usability.
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