Renegade Search

You may have noticed some strange things happening in your display campaigns recently. If your campaigns utilize automatic placements, a tactic in which Google automatically displays ads on sites that it determines are relevant to your keywords, then you may have noticed extremely unusual placements where your ads have shown.

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It seems like a no-brainer - I mean, why would you advertise what you don't have? Well, despite this flawless logic, you would be shocked to see how often this occurs. In fact, I ran across this issue on more than 5 occasions during my holiday shopping this past year. In this post I'd like to discuss a few of the downfalls associated with this worst practice and some key ways to avoid it.

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Many businesses find that they can greatly reduce the amount of wasted ad spend by simply analyzing and observing when the majority of their most profitable transactions and leads take place. By comparing this to the periods of time when Cost-Per-Conversion, number of leads, and quality of leads have decreased, it can become clear that certain times of the day and week yield superior advertising results.

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The default keyword match type when adding keywords to an AdWords account is broad match. This is an easy way to get started and, all things considered, it doesn’t take much time. The problem is that broad match is much broader than most advertisers likely desire and much broader than many advertisers are aware.

Let’s look at a couple of examples.

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As part of Google’s stated mission to organize the world’s information, the company regularly makes some of its findings available to the public through Google Research. One of the recent studies published by Google researchers directly addresses an important question that has concerned both business owners and marketers for quite some time. Exactly how much additional traffic is gained through the use of paid search advertising?

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