Month: July 2015

A Renewal Reminder

Google has recently sent notifications about some domains that are about to expire. “Your registration of domain.com is about to expire. This means that users will no longer be able to access your website at that time.”

The domains were registered using Google Domains, but they were set to automatically renew, so Google’s message was confusing. Google realized that it was a mistake and sent another message:

“An automated email was sent out to you earlier in error with the subject ‘Your domain registration is expiring’. Please discard the erroneous message. Since your domain is set to auto-renew, your domain will be renewed on the expiration date as expected. We apologize for any confusion this may have caused.”

Unfortunately for Google, the message was sent to 1664 people and all the email addresses were added to the “to” field, so everyone can see them. Whoops!

Finding Negative Keywords

An effective negative keyword strategy is an absolute must for any PPC campaign. Often times you may not get profitable without having one in place.

The purpose of this guide is to help you formulate a strategy and help show you how to find negative keywords as well as implement them.

This guide is part of our Adwords PPC Search training course.  The full course material can be found at http://marketingplaybook.co/adwords-ppc-search-training-course/

We have included a follow along video for you to go with this guide

 

4 main Ways I use to Find Negative Keywords

  • Your Brain
  • Adwords Keyword Tool
  • Google Search Suggestions
  • Exact Search Terms

Your Brain

Early on nothing beats your brain power. Do a number of searches online and see if you can’t come up with a set of negative broad keywords you don’t want to be bidding on. These may be the word free, torrent, crack, serial or maybe there is a particular kind of service that your company does not offer.   Keeping with our dental theme this may be pediatric dentistry or oral surgery.

When in doubt just make a note about some keywords that you should keep an eye out for. Keywords that contain free for instance can still have buyers.

Adwords Keyword Tool

We talked about this in an earlier guide when doing keyword research. As you search the Adwords keyword tool you will be able to pull out all kinds of keywords that are highly related. At the same time you will be able to find keywords that you don’t want to be bidding on. Write all these keywords in a list.

Google Search Suggestions

Similar to how we used this tool to find keywords related to our campaign. We now are using it to find negative keywords commonly typed in when someone starts typing in Google. Take the keywords you brainstormed up as well as the keywords you selected from the Adwords Keyword Tool and manually start to type them into Google.  You should start seeing suggestions that Google gives.  These suggestions show common searches for people who are typing in those words.  It’s a great way to pull out some negative keywords .

search-examples-sugestions-2There are search suggestions at the bottom of the page as well that can yield very good negative terms as well.  Enter in your keywords and scroll to the bottom of the Google search page.

search-results-2In our case we are doing negative keywords research for a dental practice located in Denver.  Keywords such as jobs, school, university are all commonly typed in when someone is search the keyword Denver Dental so we now know we need to add those terms to our negative keyword list.

Search Terms

Under the dimensions tab you can see the exact search quires your ads are triggering. You can even ad columns to see what keyword triggered that search, what adgroup that keyword was part of and if that keyword has been added to your keyword groups yet or if it’s already on a negative keyword list.

Go through all your keywords search data often if not daily when first starting a campaign and add those keywords as negative keywords to the campaign or adgroup. Be sure to choose the right kind of exclusion. When in doubt just do an exact negative match.

If you have not started your campaign yet you won’t have any data under the Dimensions Tab -> Search Terms.  No worries.  When you do launch be sure to check the results daily to ensure you are on target.

The post Finding Negative Keywords appeared first on MarketingPlayBook.co

What Are Negative Keywords

Negative keywords are keywords you add to your campaign to tell Adwords you do not want to be shown for results that have those search terms in them.

This guide is part of our Adwords PPC Search training course.  The full course material can be found at http://marketingplaybook.co/adwords-ppc-search-training-course/

We have both a Written guide and video to help you out.

 

Negative keywords are keywords you add to your campaign to tell Adwords you do not want to be shown for results that have those terms in them.

Example: You are a Denver Dentist and your broad keywords keep triggering phrases like

  • free braces
  • funny braces video

You can take those keywords and add them to your negative keyword list.

You have3 Options for adding in Negative keywords on Adwords.

Exact: [ ] -[free braces]

With this you would eliminate only people searching exactly for free braces

Phrase: ” ” -“free braces”

You eliminate all variations possible for that search term

  • free braces
  • I want free braces
  • free braces pink

This will not eliminate the search “braces free”. It’s only exact search terms in the order of the phrase entered. However this can change and I expect it to change over time.

Broad: no keyword modifier – free braces

You will no longer trigger searches containing both the word free and braces

  • I want braces that are free
  • free braces
  • how to get my braces for free

Here is a great example chart taken from Adwords – http://adwords.blogspot.com/2007/11/adwords-optimization-tips-more-on.html

negative_new

How to determine What Negative Match to Use?

We don’t want to shoot ourselves in the foot. Excluding the wrong keywords can lose us sales just as they can save us money.

Let’s look at the above example keyword “free Braces”. If you do a broad negative you will be removing all searches coming to your site on Adwords search that contain both those keywords in the search. This may be a good thing for you. Only you can really decide and make that call.

Another example may be Dental insurance Denver. In this case you as a dental office do not provide dental insurance. However you do still want to show if someone searches for “what Denver dental practice accepts ZYZ insurance?” . In this case doing an exact negative for the keyword phrase may be in order.

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Keyword Match Types

An Introduction to Keyword Match Types on Adwords

This guide is part of our Adwords Search PPC Training Course.  The full course can be found on – http://marketingplaybook.co/adwords-ppc-search-training-course/

Here is the Training Video along with the written guide below

https://www.youtube.com/embed/Yfi2jDa43g0?version=3&rel=1&fs=1&showsearch=0&showinfo=1&iv_load_policy=1&wmode=transparent

With Adwords search you are able to bid on 4 different match types for keywords

  • Exact
  • Phrase
  • Broad
  • Broad Match Modify

 

Exact: Exact keywords are put between brackets [ ] . So [dental denver] would trigger when someone typed in

  • dental denver

Exact keywords may also trigger close match variants that Google deems to mean the same. So potentially an exact keyword could match other highly relevant search keywords.

Bidding on Exact keywords will bring you in the most targeted traffic however the competition and search volume are generally the most competitive.

Phrase: Phrase keywords are shown in quotes “”. So “dental denver” would trigger

  • dental denver
  • dental denver service

These will be close match phrases that contain the keyword phrase you entered.

Phrase keyword bidding is a great way to expand the search volume a campaign may have and potentially find cheap clicks for less competitive terms.

Broad: Broad keywords have no modifier. With broad keywords you will show up for any search Google deems to be related. If I were bidding on Denver Dental I may show for

  • dentist insurance denver
  • teeth cleaning in denver
  • how much for braces in denver
  • Cheap dental practice

Bidding on broad keywords will get you the most search volume as Google attempts to match many different broad searches. You are casting the widest net possible. This is great for discovering new keyword terms to bid on but you have to add in negative keywords when using broad searches.

If you only service a specific geo location/city then I recommend you also only allow for people in that area to see you ad.

Broad Match Modified (BMM): BMM keywords use the plus sign +. +denver +Dental will trigger your ad whenever these combined keywords are used in any order.

  • is there a good dental practice in denver
  • affordable dental service in denver
  • dental service near me in denver

BMM is perfect for those who are attempting to widen their search volume but need closer related searches than what Broad bidding allows. BMM works perfect when you have 2 keywords that commonly show in a search. I personally use BMM all the time in combination with my main keyword and a city or root keyword I am targeting.

A perfect example would be a car insurance company who has offices is let’s say Denver.

I clearly want to bid on the keywords “insurance”, but I also want to bid on the cities I serve. So I may use BMM in this manner

  • +insurance +denver
  • +insurance +Aurora

Let’s say I bid on the above BMM. I may still want to add in negative keywords as I don’t sell life insurance. Even if I did sell life insurance I would want a separate ad just for that term and I would want the visitor to land on a page around life insurance and not car insurance.

So in this case I would add in negative keywords like

dental, life, home

I could always just expand my BMM keywords to be a little more exclusive by adding in another keyword

  • +insurance +Denver +car
  • +insurance +Denver +truck

So now my add will trigger when someone does a search like

  • cheap car insurance in denver
  • insurance options for truck in denver

Be sure to read and watch the rest of the Adwords Search Training course and don’t forget to like the page and share the video and guide with some friends.

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Google’s Visual Translation Supports 20 New Languages

Google bought Word Lens last year and brought a very useful feature to Google Translate: real-time visual translation. Use a phone or a tablet running Android or iOS, point the camera at a sign or text in a foreign language and Google will translate the text almost instantly, while preserving all the other details. It’s like using a magic camera that translates text and lets you read street signs, restaurant menus, user manuals, newspaper articles even if they’re written in foreign languages.

Visual translation now supports 20 additional languages. “You can now translate to and from English and Bulgarian, Catalan, Croatian, Czech, Danish, Dutch, Filipino, Finnish, Hungarian, Indonesian, Lithuanian, Norwegian, Polish, Romanian, Slovak, Swedish, Turkish and Ukrainian. You can also do one-way translations from English to Hindi and Thai.” Back in January, the feature was launched with only 7 supported languages: English, French, German, Italian, Portuguese, Russian and Spanish.

This feature requires to pick the right languages before tapping the camera button and one of the languages must be English. You’ll probably be prompted to download a small language pack, since you can use Word Lens offline.

Google Research Blog has more information about Word Lens. After finding the text regions in the picture, Google recognizes the letters using a convolutional neural network. “Letters out in the real world are marred by reflections, dirt, smudges, and all kinds of weirdness. So we built our letter generator to create all kinds of fake ‘dirt’ to convincingly mimic the noisiness of the real world—fake reflections, fake smudges, fake weirdness all around.” After recognizing the letters, Google translates the text taking into account that text recognition might include mistakes, then it “renders the translation on top of the original words in the same style as the original”. Google actually erases the original text using the colors surrounding the text and draws the translation using the initial foreground color. It’s quite clever.

Here’s a funny demo:

PPC Keyword Research

Doing keyword research is part of every profitable PPC strategy. There are many different ways and techniques out there for choosing what keywords to use for your campaign.

NOTE: This is not a strategy you should use to find out what SEO keywords your website should be targeting. This method is only valid for PPC and finding keywords you want to bid on.

The simplest place to start for finding keywords is to spy on your competition and see what they are bidding on. With this method you have to pay for a service such as SEMRush or spyfu. Most professional PPC agencies use these kind of spy tools in combination with research to put together a PPC campaign.

In this video/ Guide and we are not going to focus on paid tools but rather free methods of finding keywords.

Here is the video

https://www.youtube.com/embed/v71ilZNUNl0?version=3&rel=1&fs=1&showsearch=0&showinfo=1&iv_load_policy=1&wmode=transparent

We will cover 3 great ways of creating keywords

  • Adwords Keyword Suggestion Tool
  • Google Search Suggestions
  • Your Brain

Your Brain

We start with this method so you can get some root or foundation keywords. These are common industry terms around your businesses as well as top level services or products that you offer.

Our test campaign has been around a Denver Dental practice. From this we can come up with several high level keywords as well as some root keywords

Root keywords: Dental, dentist

Top Level Category (Services/Products): teeth whitening, teeth cleaning, cavity, emergency dental, cosmetic dental, kids dental, kids dentist, emergency dentist, children’s dentist

Now that we have a relevant search terms to go off of we will be using the Adwords Keyword Planner Tool to expand.

Adwords Keyword Tool

Located under Tools -> Keyword Planner

menu-adwords-keyword-planner

Now select Search for new keywords under the Find New Keywords section

search-for-new-keywords

Enter in the root keywords and category/product/service keywords into the search box.

You may also want to include a few city keyword combinations is you service a particular area or just pick a location such as Denver in our example.

keywords-find-filter

Select Get Ideas button.

You can now sort the keyword by Adgroup Ideas or Keyword Ideas. In most cases I recommend just viewing the by Adgroup because in this manner the keywords are already grouped together for what Adwords thinks is relevant. When it comes time to building or ads we can use these already sorted keywords to build out ads that Adwords really likes. We will cover more of this in the up coming guides.

keyword-results

Take all the adgroups even if they do not seem all that relevant and add them to the planner by clicking the >> button under the Add to Plan column

add-to-plan

You can now download the plan by selecting the Down arrow button. Feel free to play with the other keyword options as well. It’s good to use the interface and learn about all the options you have. For the purpose of this guide we are just focusing on keyword research and prepping for building out our ad groups and ads.

I will be downloading the file in Adwords Editor CSV format. This will make it easier to import into Adwords at a later date.

In our case we have around 600 keywords to go through. Here are some of the Adgroup examples

Teeth Whitening

 

Dentistry

 

Local Dentist

 

Emergency Dental Teeth Cleaning
laser teeth whitening dentistry for children
local dentist
emergency dental phoenix dog teeth cleaning
teeth whitening dentist laser dentistry find a local dentist emergency dental surgery deep cleaning teeth
free teeth whitening family dentistry find local dentist emergency dental omaha how much is a teeth cleaning
cosmetic teeth whitening aesthetic dentistry local emergency dentist 24 hour emergency dental care cleaning teeth

 

led teeth whitening cosmetic dentistry procedures
local dentist offices
emergency dental no insurance ultrasonic teeth cleaning

 

teeth whitening dentists sleep dentistry

 

local dentists emergency dental care indianapolis dentist teeth cleaning
laser teeth whitening reviews esthetic dentistry

 

emergency dentist detroit

 

laser teeth cleaning

 

teeth whitening los angeles cosmetic dentistry boston emergency dental surgery clean teeth

 

The .csv file we downloaded already sorts all the keywords into adgroups for us making it easier to go through the list. Here is a link to the exact file I downloaded if you want to play along. That or watch the video as we cover parts of it.

It’s important to note at this stage that we need negative keywords just as badly as we need good keywords. Negative keywords are used to tell Google we don’t want our ad showing when certain search phrases are done.

From the list above I can see “dog” under teeth cleaning. As a human dental practice this is not ideal. From that I know I will want to add the keyword dog to my negative keyword list. Remove all the keywords from your list that you think won’t be relevant and add them to a new text file and call that file negative keywords.

You can also add in other negative terms your brain comes up with. I have “dog” so I might as well put in “cat”.

Negative keywords from my list for an example.

dog, cat, hygienist, jobs, job, school, free, dental insurance for individuals

We are not doing anything with these negative keywords at the moment. When we cover negative keywords you will learn how best to use these.

Google Search Suggestions

Lastly we are going to take the keywords from the Google keywords tool and go to Google and enter manually start to type them in 1 letter at a time. What will happen is Google will try and finish our search for us by offering suggestions.

Can you tell what state I live in?

search-examples-sugestions

search-examples-sugestions-2

Now finish out a few of the searches and scroll way down to the bottom of the search results. There you will see other related keywords you can use

search-results-1

search-results-2Rinse and repeat this for a few dozen keywords from your download keyword list and you will quickly build up your own keyword list with lot’s of nice long tail keywords.

I now also found another negative keyword. Chances are I don’t want to bid on “university”.

This task can be a slow process. It’s not something you have to do all at once. It can be done over the course of a week or two. Don’t let not building out your keywords stop you from launching your campaign.

There is a reason why experts charge so much to build out campaigns and do all this research.

This guide is part of a series on Adwords Search training.  Be sure to watch the other videos and read the rest of the guide located at http://marketingplaybook.co/adwords-ppc-search-training-course/

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Popular Times Added to Google’s Local Search Cards

Google has a new feature for local search cards. When you search for restaurants, stores, museums and other places, you can now see the busiest times of the day or week. The new “popular times” section shows when it’s a good time to go to a certain place and when it’s best to avoid it because it’s too crowded.

“Now, you can avoid the wait and see the busiest times of the week at millions of places and businesses around the world directly from Google Search. For example, just search for “Blue Bottle Williamsburg”, tap on the title and see how busy it gets throughout the day,” informs Google.

For now, it seems that this feature is only available in the US and it’s limited to the mobile interface. Google says that the data is based on historical visits, so I assume it uses Location History and other location services for mobile devices. Google Maps has a similar feature that shows typical traffic.

Google Photos Search Filters

Google+ Photos has a few search filters that are pretty useful. You can find them if you click the small arrow from the search box: Auto Backup, Hangouts, Google Drive, Posts, Auto Awesome, Videos and more. The nice thing is that most of them are also available in Google Photos.

Google Photos has a search page that shows a few filters: Creations (replaces Auto Awesome), Google Drive, Video, Recently Added. Here are some searches you can use to bring back the filters from Google+ Photos:

#AutoBackup – shows all the photos automatically backed up from your mobile devices and desktop computers

#Desktop – shows the photos automatically backed up from your desktop computers

#Posts – shows the photos added to your Google+ posts

#All – shows all your photos

#PhotosOfYou – photos you’ve been tagged in

#CAMERANAME – replace CAMERANAME with the your camera’s model or brand to see all the photos taken with that camera. Some examples: #Nexus5, #Canon, #iPhone.

Google+ Profiles, No Longer Required

After so many years of promoting Google+ and integrating it with other services, Google realized that Google+ doesn’t mean a lot for many Google users and it started dismantling Google+. Google Photos is now a standalone service and other Google+ features will follow suit.

In a blog post, Google announced that Google+ profiles will no longer be required and YouTube will be the first service that will make this change in the coming weeks. “A Google Account will be all you’ll need to share content, communicate with contacts, create a YouTube channel and more, all across Google. Your underlying Google Account won’t be searchable or followable, unlike public Google+ profiles. And for people who already created Google+ profiles but don’t plan to use Google+ itself, we’ll offer better options for managing and removing those public profiles.”

A lot of YouTube users complained when YouTube switched to a new commenting system which required Google+ profiles, but YouTube comments are much better today. Now YouTube comments will no longer appear on Google+ and Google+ posts that share a YouTube video will no longer be added as YouTube comments. “In the coming weeks, YouTube will no longer require a Google+ profile when you want to upload, comment, or create a channel,” mentions the YouTube Blog.

Google claims that Google+ will continue to exist and will become “a place where people engage around their shared interests”. It’s a much smaller goal for a service that used to tie all the other Google services, add unified sharing and identity information. Google+ used to be more than a service, it was a layer that was supposed to make Google products work together.

Here’s what Bradley Horowitz said back in 2011:

“Until now, every single Google property acted like a separate company. Due to the way we grew, through various acquisitions and the fierce independence of each division within Google, each product sort of veered off in its own direction. That was dizzying. But Google+ is Google itself. We’re extending it across all that we do — search, ads, Chrome, Android, Maps, YouTube — so that each of those services contributes to our understanding of who you are.”

Bradley Horowitz is now the Google VP of Streams, Photos, and Sharing. That’s “Streams, Photos, and Sharing” and not Google+. Ever since it was launched back in 2011, Google+ meant 2 things: the stream and the sharing platform. It looks like Google+ now focuses on the stream, which was less successful than the sharing platform.

It’s not clear how Google+ will continue to exist if Google removes important features like photo sharing and starts to remove the integration with YouTube and other Google services. It just makes it easier for Google to discontinue Google+, now that fewer people will use it.