Kent's Blog » PPC http://www.dswei.com D.S.Wei | Kent Deng Wed, 28 Jul 2010 18:05:05 +0000 http://wordpress.org/?v=2.9.2 en hourly 1 Make the most of your Google AdWords reports http://www.dswei.com/2010/03/make-the-most-of-your-google-adwords-reports/ http://www.dswei.com/2010/03/make-the-most-of-your-google-adwords-reports/#comments Thu, 11 Mar 2010 15:04:50 +0000 Kent http://www.dswei.com/?p=275 One “mistake” that we consistently see when conducting one of our AdWords account audit and strategy sessions or when beginning work with a new client is that the AdWords report center is not used effectively, or maybe even not at all. In order to know what is working, what is not working and how to make your account better you need to make use of this feature.
You can access the report center by clicking the “Reporting” tab found at the top of the AdWords user interface and selecting reports.


Once the next screen loads you will find reports ranging from individual keyword performance to ad performance – even discovering the exact search queries that are being made on Google.com that then show your ad and delivered a visitor to your site.

There are 11 reports in all.

At the very least, we recommend running an Account Performance report for the past few months at a week-by-week basis to spot major trends.

A few of the other reports we recommend utilizing on a regular basis are:

  • Placement/Keyword Performance: a favorite. This report will allow you to view performance data for every keyword in your account and discover how often each particular keyword shows your ad, how many clicks a keyword generates, how many conversions a keyword is responsible for and more.
  • Search Query Performance: one of our other favorites! This will allow you to see the exact search queries being made on Google.com that then show your ad and generated a visitor to your site by way of your ad being clicked. This is an exceptional report for identifying new keywords to be added and also, new negative keywords.
  • Placement Performance: a newer favorite! This will allow you to see specific performance for any website placement you have added to your content network campaigns.

It should be noted that both the Search Query Performance report and the Placement Performance report can be run directly in the AdWords user interface for any date range that you decide to select. For small, quick changes to your account on a frequent basis this is the best way to utilize these reporting features.

However, we prefer to run these two specific reports via the report center for extended date periods and then download the data that is populated into Microsoft Excel spreadsheets. This way you have a great deal of data at your disposal all at once, allowing for greater sweeping changes, which can be conducted in AdWords Editor for robust optimizations to your AdWords account.

Whichever way you personally choose to utilize Google AdWords reports, it’s imperative to take advantage of them (especially the three highlighted above). By doing so you will be able to out perform your competition; and if you use all 11 of them, there will be no stopping your ads.

]]> http://www.dswei.com/2010/03/make-the-most-of-your-google-adwords-reports/feed/ 0 Baidu Retires Old PPC System http://www.dswei.com/2009/12/baidu-retires-old-ppc-system/ http://www.dswei.com/2009/12/baidu-retires-old-ppc-system/#comments Wed, 09 Dec 2009 10:19:13 +0000 Kent http://www.dswei.com/?p=198 I konw it happened, but my english isn’t good enough to translate all for baidu’s Phoenix Nest.

this is from Gordon, great!

Baidu officially retired the old PPC auction system, Classic Edition, as of 1 December 2009. All PPC keyword bidding are to run through the new system, Phoenix Nest.

The integration of the Classic Edition and Phoenix Nest happened on 30 November. During this system upgrade, Baidu shut down advertisers’ access to both the new system and the old system. Today, Baidu resumed the access to Phoenix Nest system.

    Baidu PPC System Downtime Due to Upgrade

Baidu has been allowing advertisers to concurrently run both systems (Classic Edition and Phoenix Nest) ever since the launch of Baidu’s Phoenix Nest. However, this Baidu PPC ad auction arrangement was not the ideal way for advertisers to manage their accounts that may have hundreds of thousands of keywords in each system. After the upgrade, you will have to only manage the campaigns in your Phoenix Nest account.

Regarding the display of PPC ads and organic search results, you will not find any significant difference on Baidu’s search results pages. However, based on search queries you will see 3 major different combinations of PPC sponsored ads and organic search results showing up on Baidu’s search engine result pages:

  • Search queries on high traffic keywords: 10 PPC ads followed by 10 organic search results on the left side and 8 PPC ads on the right side
  • Search queries on long tail keywords: 3 PPC ads followed by 10 organic search results on the left side and 8 PPC ads on the right side
  • Search queries on keywords that are below the quality threshold: 10 organic search results and 8 PPC ads on the right side

Classic Edition’s old account data is still available through the report section after this upgrade.

I believe this integration will bring new opportunities to marketers who are focusing on search engine marketing through Baidu. Phoenix Nest is an auction system that you are required to consider your Baidu PPC account’s quality which mainly consists of keyword quality. You should optimize by improving your Baidu PPC’s keywords quality. The old way of keyword bidding by focusing mainly on keyword CPC will be forced to change.

]]> http://www.dswei.com/2009/12/baidu-retires-old-ppc-system/feed/ 2 Google Adwords Quality Score http://www.dswei.com/2009/12/google-adwords-quality-score/ http://www.dswei.com/2009/12/google-adwords-quality-score/#comments Wed, 09 Dec 2009 06:04:14 +0000 Kent http://www.dswei.com/?p=196 The orginal content comes from Gorgon’s PPC blog, it’s so cool, and here is his link:  http://www.gordonchoi.com/google-adwords-quality-score-for-beginners-20090518

Google’s pay-per-click advertising system Adwords determines ad ranks by applying advertisers’ keyword bids (cost-per-click) and by evaluating quality. To master Adwords, you will need to first understand Google’s Quality Score algorithm.

Google’s Official Guides on Adwords Quality Score

Adwords Quality Score is calculated every time your keyword is eligible to trigger an ad and the Quality Score algorithm varies on whether it is affecting ads on Google and the Search Network or ads on the Content Network:

Improving your keywords’ Quality Score is the best way to get your ads to appear above Google’s organic search results:

Quality Score is calculated for contextually-targeted and placement-targeted ads:

Landing page quality and landing page load time both contribute towards the calculation of Adwords Quality Score:

Click through rate (CTR) is one of the most important factors in determining your keywords’ Quality Score, but you still should not forget other factors:

Tips from Other Adwords Experts on Quality Score

Major Quality Score updates (via the Inside Adwords Blog)

]]> http://www.dswei.com/2009/12/google-adwords-quality-score/feed/ 4 Top Six Free Great PPC Tools http://www.dswei.com/2009/11/top-six-free-great-ppc-tools/ http://www.dswei.com/2009/11/top-six-free-great-ppc-tools/#comments Sat, 28 Nov 2009 04:37:34 +0000 Kent http://www.dswei.com/?p=187
  • Google Adwords Editor:  http://www.google.com/intl/zh-CN/adwordseditor

    • AdWords Editor is a free Google application that you download onto your desktop. It allows you to work offline and upload your changes when you are ready

  • Adwords Wrapper: http://www.mikes-marketing-tools.com/adwords-wrapper.html

    • A free tool brought to you by Mike’s Marketing Tools that quickly and easily changes a raw search term into one or all of Google’s match types.

  • Keyword Combiner: http://www.searchenginepromotionhelp.com/m/keywords-combiner/word-combinations.php

    • Quickly merge two or three lists of words.

  • Google Angency Toolkit: http://www.google.com/agencytoolkit/

    • It’s a one stop shop for all the resources that Google offers agencies and individual advertisers.

  • Keywords Typo Generator  http://www.seochat.com/seo-tools/keyword-typo-generator/

    • It’s used to look for some keywords which people will type by mistake

  • Visual Thesaurus

    • OK so this one is not 100% free but for $2.95 a month we decided it is close enough! Basically the visual thesaurus helps you find new synonyms while displaying them in a handy word map. ]]> http://www.dswei.com/2009/11/top-six-free-great-ppc-tools/feed/ 0