Alan Mitchell, Author at Search Engine People

Here’s Why Google AdWords Phrase Match Matters [Stats + Theory]

Alan Mitchell — Thu, 17 Jul 2014 13:24:14 +0000

A few months ago Bryant Garvin wrote an interesting post arguing how phrase match keywords have negligible use in Google AdWords campaigns, and how exact and modified broad match keywords should instead provide sufficient opportunity for most Google AdWords advertisers to maximise value from their campaigns. The following reasons were cited for the apparent lack [...]

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The 10 Step Google Search Remarketing Setup Guide for AdWords (RLSA)

Alan Mitchell — Thu, 22 May 2014 17:25:43 +0000

Heard about RLSA? Remarketing Lists for Search Ads? Google search remarketing? If so, you're in the minority. According to Google (All-Stars Engage Summit, Mountain View, CA), less than 1% of advertisers using Google AdWords in August 2013 were aware of Remarketing Lists for Search Ads (RLSA), of which only a fraction had experimented with the [...]

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How To Setup Long-Tail Google AdWords Campaigns To Effectively Target Millions Of Permutations

Alan Mitchell — Tue, 25 Mar 2014 13:25:37 +0000

Photo by dan taylor Chances are, by now you've heard about the benefits of long-tail keywords. Chances are, you're already using long-tail keywords in your Google AdWords campaigns. But exactly how long-tail are your campaigns? Too little? Too much? Are your long-tail keywords actually adding any real value to your campaigns? An effective [...]

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What Is a Good CTR on Google AdWords?

Alan Mitchell — Fri, 24 Jan 2014 14:25:43 +0000

CTR by Jorge Barra A very popular question, but unfortunately there is no such thing as a 'good CTR'. Since CTR depends on many different factors and variables, it's just like asking 'what's a good income' (without knowing your field of work), 'what's a good speed to drive' (without knowing the local driving [...]

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3 Steps to Google AdWords RLSA Success

Alan Mitchell — Tue, 26 Nov 2013 14:25:48 +0000

Remarketing Lists for Search Ads (RLSA) is relatively new Google AdWords feature which allows you to show ads on Google only to people who have previously visited your website. Since a visit to your website suggests that that person is already somewhat relevant and qualified, RLSA allows you to be considerably more generic with your [...]

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4 Ways to Turbocharge Your AdWords Analysis Skills

Alan Mitchell — Wed, 09 Oct 2013 17:25:35 +0000

1. Look beyond the conversion It's not all about conversions. I often use the 200 clicks rule as a general rule of thumb to decide whether a keyword, ad, or search query is performing, with the theory that if no conversions have come from a keyword, ad, or search query after 200 clicks, then you [...]

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7 Practical Uses for Your Google AdWords Search Query Data

Alan Mitchell — Fri, 26 Apr 2013 13:25:15 +0000

Chances are you're underutilizing your Google AdWords search query data. One of the most valuable reports available to PPC advertisers is the Google AdWords search query report. It allows you to see the searches people type into Google before they click on your ads, providing a window into searcher intent, and insight into their specific [...]

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How to Create Truly Effective eCommerce PPC Campaigns

Alan Mitchell — Tue, 05 Mar 2013 14:25:05 +0000

A few months ago, I wrote about how to effectively work with a PPC long-tail when the long tail is too long. Using the cleaning services industry as an example, I showed how targeting thousands of combinations of location + keyword quickly results in some big problems: Too many ad groups per campaign (maximum of [...]

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The Google AdWords Trap: Chances Are You’re Paying Too Much for Your Google AdWords Clicks

Alan Mitchell — Tue, 18 Dec 2012 14:25:38 +0000

What if I told you that you're paying too much for your Google AdWords clicks? What if I told you that all that time you've invested into building highly-targeted, long-tail Google AdWords campaign was in vain? What if I told you that only a small fraction of your thousands of Google AdWords keywords and [...]

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2 Strategies to Target the Google AdWords Long-Tail

Alan Mitchell — Tue, 16 Oct 2012 13:25:05 +0000

In organic search targeting the so-called long tail has almost been rammed down our throats. In PPC? Not so much. Maybe because it seems harder to do? PPC Expert Alan Mitchell shows you step by step how to target PPC's long tail.

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