Tag Archives: AdWords Training

Sage Advice – Earn a Good AdWords Quality Score from the Beginning

When Andrew Goodman talks about AdWords I listen. I read his book back in the summer of 2006 and my eyes were opened to many AdWords techniques as well as many direct response advertising principles in which I had forgotten. I look back at my first attempts at Overture in 2005 and realize how much has changed and how much I have learned.

In the following article Goodman gives some sage advice on what to do with when you inherit a bad AdWords account. This quote seems to appropriately reflect his point..

“No matter how far you have gone on the wrong road, turn back.” -Turkish Proverb

Individual account history combined with Google’s own historical assessment of keyword success gathered from advertisers over the last seven years (since 2001) plays a role in AdWords Quality Score. So does those crucial first 1000 impressions for getting a good click through rate.

So what do you do when your account bombs or you inherit one with bad set up/history? Start over with a new account or you will be facing an uphill battle for a long time, and possibly forever. Start by creating tight adgroups and bidding higher than you normally would in order to obtain a high Quality Score. Don’t expect the account to instantly pay for itself the first week or even month. If you follow the path of the diligent and knowledgeable you will outlast the lazy and uninformed and eventually be rolling in ROI bliss.

Read the rest of Goodman’s commentary on his Monday Search Engine Land column.

I’ve heard this advice before from two other Gurus whom I follow.
Micheal Reining of MindValleyLabs.com in his The Coming AdWords War ebook.
SEOChat Forum posts by the legendary GarytheScubaGuy.

Edit:
Jon Rognerud from Entrepreneur.com also mentioned this technique today.

How to Auto-tag Google Ads in Google Analytics

One of the measures of search engine marketing success is getting keyword targeted traffic through organic or natural listings. This is obvious. Being able to see the difference in paid and unpaid traffic is not so obvious to the beginner, but it is where the truth of success comes. It is no secret that paid traffic can actually have more value per visitor in some industries (if you know what you are doing), than unpaid traffic, but you should never throw the baby out with the bath water. In other industries pay-per-click inflation has gotten the best of bidders. In any case, it’s very important that you tag your paid search campaigns.

Tagging is a fancy word for naming something unique to identify its origin, and it’s highly important to tag your ads through AdWords. For most analytics or web stats programs you have to tag ads manually in which you should use a dynamic string attached to the destination URL. Google Analytics makes it easy on you (in exchange for being Big Brother) and will tell us the difference between paid and unpaid traffic automatically IF one default setting is changed through AdWords.

Here are the easy steps to making this change:

1. Login into AdWords

2. Go to the “My Account” tab, 4th Green Tab on the right

3. Then go to “Account Preferences”

4. Under “Tracking” on the right side, edit and set “Auto-tagging” to “Yes”

By default it is set to “No.”

How to Auto-tag Google Ads in Analytics

In the future if you decide to use Yahoo! Search Marketing or MSN adCenter (which I recommend you do), you have to manually tag the ads (adding a bit of description to the destination URL). This way you will be able to tell what is ppc traffic and what is organic from Yahoo and MSN. Use this tagging URL builder.