Tag Archive for: Lisa Raehsler

Maybe Google really is listening. At long last, they have finally added one of the most requested features for AdWords by implementing the simple “Undo” function. It is exactly what it sounds like, basically backing up settings for all aspects of your account and keeping track of the changes you made. If you click the button, your campaign will return to the state it was at the specified time.

The most obvious benefit of the new feature is that it will make testing in your campaigns easier. If your newest test results in a lower click through rate (CTR) or cost per action (CPA), all you have to do is undo the changes with a single click.

“The ability to undo changes in AdWords will be a valuable feature to advertisers,” Lisa Raehsler of Big Click Co. told Search Engine Watch. “Sometimes changes will have a different impact on an account than what was intended. Simply using ‘undo’ will save time and ultimately money.

“But remember that account edits influence one another,” Raehsler said. “Some optimization edits are interdependent, so a change on Monday may have forced another change on Thursday. Now the ‘undo’ button is something to consider as a change in and of itself.”

There are still some kinks to be worked out, as it currently doesn’t appear that all changes are being documented, and it is unclear whether multiple changes are being grouped into a single undo.

For business owners this means you can more easily control and target your advertising campaigns. You don’t have to undo your changes by hand any longer, which saves you time to invest in other more important tasks.

The “Undo” feature isn’t live for everyone yet, so it may just be an experiment Google is running. But, hopefully they decide to work out the bugs and make it a universal feature. We have certainly been asking for it long enough.

Unfortunately, there’s no magic equation that can turn any company’s AdWords campaigns into efficient, low-cost, money makers. There are so many variables that you simply have to do your own leg work to find what works and what doesn’t. But, you aren’t completely on your own. There are some tips and tricks that will help you find your way and Lisa Raehsler has a handful of them for you at Clickz.

As you may have noticed, you’ll want to focus on keywords and ad scheduling to make the most productive impact on your campaigns. You can save money and deliver a more focused audience by simply paying attention to the details in these two areas.

You may also want to toy with the automatic bidding option to reduce your cost-per-click. Whatever you do, don’t settle. Continue to tinker and improve.

KeysChances are you are already trying out AdWords Enhanced Campaigns. If not, you’ll likely be testing the new waters soon. So now seems like a good time to go through some basics to ensure you’re getting the most of your campaigns and enlisting the new features to work for you.

Lisa Raehsler has a checklist at Clickz for you to go over as you launch your new campaigns. Some of the advice is the same you would get with standard AdWords campaigns, but bears repeating. The rest is valuable insight into how to use Enhanced Campaigns new features to your full advantage, which can gain you more conversions and cost you less money.

Pay-per-click advertising, such as Google AdWords, can offer a variety of benefits for your company, but you should also be aware of the things it cannot do. Unfortunately, there is a lot of chatter that creates myths about the capabilities of PPC advertising. Lisa Raehsler of Clickz recently set out to debunk some of these myths.

1. PPC and Instant Sales

Don’t expect to start your AdWords account, then kick back and watch your sales numbers soar. You’ll need time to tweak your campaigns and hone in on your target audience. This is especially true for niche markets.

2. PPC Isn’t A Cure All

There are times when pausing your PPC campaigns is actually the best option. Don’t rely on them to help sales rebound in all situations.

3. Consider More Than Conversions

Just because an ad doesn’t directly lead to a conversion doesn’t mean it isn’t doing its job. Many consumers need multiple interactions before they will turn into a conversion. Your ad may have just opened the door for a future conversion.

4. PPC and SEO

There are plenty of people who have pushed the rumor that companies who advertise with AdWords receive better position in Google search. It’s simply not true.

5. The Top Spot Isn’t Tops

Many times, the top spot will perform best in sales, but you’ll also be paying for that position. The conversion rate for lower positions can sometimes beat that number 1 spot and you’ll pay a much lower premium.

As with any Google service, AdWords is constantly innovating and improving. Lisa Raehsler recently put out her list of the 10 best recent AdWords improvements at Search Engine Watch.

1. Media Ads

This one hasn’t been fully made available yet, but could be huge for certain businesses. The ad includes two links, one to a landing page and one to a relevant video, which is expandable from the ad.

2. Product Listings

These ads are linked to a Google Merchant account and show your product to users searching for a relevant keyword. Also currently in limited release.

3. Enhance Sitelinks

New sitelinks are larger and actually appear like regular ads, but they’re connected to one closely related ‘umbrella’ ad. CTR have reportedly significantly improved with the enhancement.

4. Remarketing

Currently in beta testing, advertisers will soon have the opportunity to use a consumers previous search for keywords to show them relevant ads on subsequent searches.

5. Offers extensions

Ads and offers combined. Your specfic promotion or coupon is included with your ad and can be saved to a Google offers account.

6. Reminder extensions

Users can send themselves an email from your ad reminding them about a sale, opening or special. Just started in beta.

7. Remarketing in Analytics

Build targeting lists in analytics using a variety of factors, including referral source or the site the user came from. These lists are easily integrated in AdWords.

8. Dynamic Display

Target specific users based on their activity or websites based on their audience. Display ads will link with a Merchant account to show your relevant products.

9. Comparison ads

It’s a cost-per-lead model that does just what it sounds like. Compare your prices to other companies. This one may be a long way from full release, but it’s being tested on financial companies.

10.  App promotion

Advertise your app to app users. AdWords does most of the work here providing the graphics, formatting and updating the rating ad reviews.