Automatic Broad Match Cheat Sheet
Here’s the Automatic Broad Match Discussion Cheat Sheet
Adwords Automatic Broad Match
I don’t know about you, but sometimes my head spins with all the different match types Adwords offers, especially when it comes to leveraging their fuzzy logic (which you definitely WANT to do).
I mean, there’s exact match, phrase match, broad match, expanded broad match, and now “automatic broad match”. Throw in negative exacts, negative phrases, etc. and you’ll have an aneurysm.
Jerrold Burke is a Senior Analyst in the PPC department at Rocket Clicks. He proactively contacted me to suggest we do an audio which clarifies how to leverage Google’s fuzzy logic in SEARCH.
Most importantly, in this short and free MP3, we concentrated on Automatic Broad Match, the broadest of the broad. It’s a feature still in Beta so you won’t yet see it in all accounts, but we’re pretty sure it’s coming down the pike for everyone.
If you happened to have opted into the Beta in 2008 and forgotten about it, you might find you’re dripping money when you look at your Search Query Report (or you might be pleasantly surprised to see the opportunities)
Here’s how to manage the Beast…
Enjoy!
Dr. G 
New Videos for the week of 1/25/2010
The new video for this week our out and there are a few favorites we’re going to promote this week.
The first does not come from YouTube, but from Yahoo. See the major changes at Yahoo Search Marketing.
I don’t know many people who have bought Google TV ads yet (if you have a story to share, just let me know). However, this video from Google TV Ads is not just about creating TV ads; it has some nice info about creating messages as well.
Over the past week, Google has made two major changes to Mobile ads. The first one is the ability for you to customize which carriers and operating systems will show your ads. The second one allows you to use clickable phone numbers in your mobile ads that are shown on ‘Phones with full HTML browsers’. You could already add a clickable phone number to a standard mobile ad. Here’s a video explaining how this works with your local business center account.
The Rest of the Videos
Here are the newest videos from each of your subscriptions. To change the subscriptions for which you receive updates, or to turn off updates, go to your email options
New Videos from Fast Forward
- How have you leveraged new marketing platforms to bring awareness of your cause?
- Comment Mazda différencie concrètement son message marketing pour marché francophone?
- How did you navigate through brand transformation?
- How can marketers leverage technology to enhance their marketing messages?
- What role is social media/user generated content playing in your marketing strategies?
New Videos from Google Business
New Videos from At Google Talks
New Videos from Google
New Videos from Google WebmasterHelp
- Is cross-linking websites bad?
- 2010 search predictions
- State of the Index 2009
- What are some best practices for indicating breadcrumbs?
New Videos from Google Apps
- Print settings for document annotations in Google Docs
- Translate a word, phrase, or document in Google Docs
- Use the Equation Editor in Google Docs
New Videos from google tech talks
- The Role of Sacramental Plants in Sustainable Communities in the Western Amazon
- The Hardest Questions Aren’t on the Test: Lessons from an Innovative Urban School
- SourceMap.org: Mapping Your Footprint
- Go Behave! A BDD Framework for the Go Programming Language
- Handmade Expressions: Fighting Poverty Through Fair Trade
| Learn Advanced AdWords Techniques at Google’s Supported Seminar Series | |
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New Videos for the week of 1/25/2010
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Why Ignoring AdWords is Never an Option
Here’s a conversation I repeat often which makes my brain hurt!
It goes something like this:
MARKETER: ”I think Google’s become entirely too random and unfair with their Quality Score system, so I’m just going to focus on SEO”
GLENN: “OK, well, where does SEO Traffic come from?”
MARKETER: “Uhm, well, I guess it comes mostly from Google”
GLENN: “So, what you’re saying is, you’re going to ignore Google and focus on Google instead?”
MARKETER: “Yeah, but on the organic side, you don’t have to deal with their crazy landing page quality scores, and it’s free so you beat the constantly rising bid prices”
GLENN: ”Why would Google clean up one side of the street (paid ads) and not eventually apply what they learn to the other (organic)?”
MARKETER: “Um, OK, good point. But Google’s not the only source of traffic. There’s Twitter, Facebook, Article Directories, Digg, StumbleUpon, and more…it’s a very big internet out there”
GLENN: “Very true. But are you talking about using these things because of the power they have to get indexed in Google, or in order to attract the people who come from them directly?”
MARKETER: “Both”
GLENN: “About what percent of traffic comes directly from the social media vs. from the indexing power social media provides in the search engines?”
MARKETER: “I don’t know. Let’s say it’s 50%”
GLENN: “Which converts better, traffic from social media, or traffic from search”
MARKETER: “Oh, definitely search, because they’re looking to solve a problem, not interact with friends”
GLENN: “Right.”
MARKETER: “OK, I see where you’re going, but even if social media doesn’t convert as well, there’s a LOT of FREE traffic there, and you can always roll it out on the paid contextual networks”
GLENN: “So, you’re going to work with a very broad and diffuse audience while they’re socializing, develop a website to convert them even though you can’t really pin down their core conversations and objections, and then go buy more traffic for that system?”
MARKETER: ”Well, there’s affiliates too. I can recruit an army of affiliates.”
GLENN: “Where do they get THEIR traffic?”
MARKETER: “Well, I could get into one of the CPA networks with an offer. Have you seen the flood of traffic you can get there?”
GLENN: ”Sure. If you can build a website that converts like crazy, you can definitely do that. How are you going to do that? What traffic are you going to test it on?”
MARKETER: “I want my Mommy!”
—
I’m exaggerating above for illustration, and of course there IS traffic you can convert which never touches a search engine (especially blog visitors on other people’s sites, participating in forums, and/or good article writing–not the crappy seo articles everyone tells you to write), but here’s the point…
Google’s got the BEST leads.
Google’s got the PUREST leads.
Google’s got the MOST MOTIVATED leads.
Yes, Google’s very hard.
Yes, it’s getting more expensive all the time (that will stop only when it becomes cheaper for marketers to find equally good leads for less money in similar volume… a fact of life in a Darwinian economy).
And sure, we all pine for the days when you could just put up your money and slap up a one page site.
But if you suck it up and learn their system, you get the opportunity to build a site that converts, and you learn which keyword conversations really work for you. (THEN, if you really want to, you can turn off your Adwords account and take it to the contextual networks. THEN you can focus on social media. THEN you do all your article marketing, etc. But if you do it all right, you won’t want to stop buying PPC)
Because, despite what everyone says, Quality Score is NOT random, it IS fair, and you CAN master it. Not by looking for techniques and tricks, but by learning certain principles of marketing which, in the end, actually benefit you more than Google. (I know that’s a controversial statement which is going to earn me a lot of hate mail, but 8 years of PPC marketing experience, thousands of customers, hundreds of direct reviews, and dozens of agency employees give me the confidence to make it, and it’s in your best interest to seriously consider what I’m saying)
In fact, I’ll go so far as to say it’s something you MUST master if you want to succeed online.
The internet as a whole used to be the Wild West. But the Sheriff is coming to clean up the town. He’s gonna make his rounds everywhere Google’s got tentacles. We can try to run and hide, but Google’s got REALLY BIG tentacles, and they keep getting bigger. (The analogy kind of breaks down here because we’re not really criminals… but you get the point)
Beyond this, I predict the organic side of the street is going to shrink this decade as Google figures out how to make sure people can find exactly what they want from paid advertisers, and learns how to minimize searcher complaints.
I’ll be turning my focus to Quality Score Principles (not techniques) in coming months, and you can expect to hear me say things no one else will tell you.
I know it’s hard to understand (because Google’s sheriff is more like Stephen Hawking than John Wayne) .
I know it hurts.
But we can fix this, and it’s good for us.
Suck it up,
Glenn
Glenn Club | Coaching | A to Z Product for Newbies | Advanced Adwords Seminar
PS – The AdWords account banning spree is also NOT random or evil, but principle based. It IS possible to develop a stable, secure AdWords account and still sleep at night.
PPS – If you’re spending anything significant in AdWords and you’re not coming to the Advanced Adwords Seminar, may I ask why? (Comments below please). In my mind, this is one of the very few seminars where you might learn something during the day, go back to your hotel room at night and immediately implement it, then start seeing financial improvements the very next day while you glance at your account on your laptop in the seminar room. Plus, Perry’s good for his guarantees, I can tell you that. (Thru the middle of the second day you can bail out and request an extra $500 plane fare).
I’ll be there personally with Sharon, and so will Rob (who is now the Chief Operating Officer of Rocket Clicks by the way). But you know who you really need to see? Bryan Todd. Bryan’s Perry’s co-author, and is generally the quiet man in the background.
But if you push Perry on the point, he’ll tell you that Bryan is better at Adwords than he is.
Bryan’s also become a personal friend of mine (and not the kind of “friend” you hear marketers always talk about, but the kind you share deep personal thoughts with which go way beyond making money), and has given me some of the most profound insights into Adwords and the internet than anyone else I’ve known.
Bryan’s going to be teaching us how to leverage Facebook PPC, and I personally can’t wait. Because I know this isn’t a presentation he’s just whipping up in a few weeks. Over the past 18 months Bryan’s been periodically talking to me about his research into the Facebook project, asking me how to integrate it with my methods, talking to me about the psychographic data you get access to and how to use it, and how to integrate AdWords learnings.
I hope I’ll see you there Advanced Adwords Seminar
PPS – Yes, these are affiliate links.
Be Your AdWords Account Historian
“Those who cannot remember the past are condemned to repeat it.”
- George Santayana
Previously tucked away under the tools menu in the old AdWords user interface, the “My Change History” tool is an account manager’s best friend and as such, has been moved to a more prominent place within the account under the reporting tab.
Why has this tool been granted such a prominent position in the new interface, alongside such heavy hitting account management tools as Google Analytics, Conversion Tracker and the Report Center? Well, sure it’s a reporting tool like the others, but it’s unique ability to track changes to your account, coupled with its performance metric graphs and visual timeline overlay make it a key weapon in any AdWords account manager’s arsenal. It’s placement under the Reporting tab is a testament to its usefulness.
While managing any AdWords account, it is common to make tens or even hundreds of changes to your account in one sitting in an effort to optimize traffic for better return on investment. Periodic tweaking of your account is essential to long-term growth and greater ROI. However, these changes are only beneficial to you if you can account for which ones resulted in performance improvements, and which ones didn’t. In fact, it is the accountability of PPC optimization that affords us confidence in the power of split testing to boost profits.
And so, AdWords has given account managers the “My Change History” tool which records all changes made to an account for 2 years prior to a given date, then categorizes those changes for easy access.
You can see from the screen shot of the tool’s controls below, the many ways by which you can filter your change history to find exactly what you’re looking for.
You can specify an exact or preset date range, filter changes by campaign and ad group, and narrow the scope of change types (ad creative, budget, cpc bid, etc.) displayed in your report. If you’re trying to find the exact date you rotated new ads into a given ad group over the past 3 weeks, these filters will isolate them for you in seconds. This makes it easy for any manager to analyze the performance results of the changes you have made without the fuss of digging through pages of detailed and itemized adjustments hoping to find the needle in the haystack.
What if you notice a significant change in performance, but you’re not sure what caused it? Was it a bid increase, or maybe some new keywords you added? The “My Change History” tool can help you find the cause of performance fluctuations even if you don’t know what you’re looking for.
Let’s say you noticed a significant drop off in conversions in your account and you have no idea why your ROI is in the toilet. Just fire up the “My Change History” tool, select a date range that precedes the drop in conversions, select all change types and voila.
You’ll be given a chart showing your performance over time. The metric displayed is customizable, so for our example we’ll want to select Conversions. The real beauty of this tool though, is the Google Finance-esque points of interest on the timeline. See #10 highlighted above? Whatever changes were made on that day, the 14th of August, most likely caused our drop in conversions.
Click on the number, and the tool will display only the changes that were made on that date, narrowing down weeks, months, or even years of records. Once you have this information, you’ll be able to reverse those changes, and get your conversions headed back in the right direction.
When used methodically, you can optimize your account with precision and confidence, knowing that any changes you make can later be analyzed, isolated, and expanded or reversed based on their success or failure. AdWords’ “My Change History” tool is a major asset in managing an account.
Friday: Ads that follow your prospects all over the web
At 2pm Central Time Friday January 29, Jonathan Mizel is going to join me on a teleseminar and he'll explain:
-How to cookie a person who visits your website once (hey – they'll probably NEVER be back) and then show targeted ads to them all over the Internet so they DO come back. Cheap 2nd clicks and insanely high ROI.
-How to get traffic BEYOND Google – no Google slap, no quality scores, no Google cut-and-paste emails that don't explain anything.
2pm central / 3pm eastern / 1pm pacific / 20:00 GMT
http://www.perrymarshall.com/maui/expert-panelist-call/
Perry
PS. The MP3 of the call will be made available to Renaissance Club members, www.perrymarshall.com/club
Left-handed marketing secrets
Whenever you target a certain niche of people for a specific type of product, you ALMOST ALWAYS find those customers also share some odd, otherwise unpredictable idiosyncrasy.
The ability to recognize this separates the men from the boys in marketing. Today, three examples:
1) Some time ago I knew this guy Larry from marketing seminars. He ran a "Mail Order Bride" service for Christian men. Lonely men who couldn't find themselves a bride could, for several thousand dollars, get matched up by Larry's company with an eligible Filipino woman.
(This sort of thing is much more common than most people suspect, by the way.)
Larry had a thriving operation, having matched thousands of couples. One time Dan Kennedy asked him: "Larry, are there any idiosyncrasies that your customers have in common? Like being from certain states or working in certain professions or having certain hobbies?"
Larry says, "Gee, I don't really know but I'll check."
Larry digs around for a few weeks and comes back with the following answer:
"50% of my men are truck drivers."
WOW. 50%? That certainly changes his marketing strategy now, doesn't it? Instead of advertising in USA Today ($$$$) he can have somebody drop off flyers at truck stops on Interstate 80.
HUGE marketing insight.
Of course this made total sense *in hindsight*. Truck drivers are a lonely lot and have few opportunities to meet people of the opposite sex.
Nearly ALL markets have quirks like this. What odd secondary characteristic do your customers share?
I'll give you a couple more stories like that from my own biz:
2) This week we're having my Roundtable meetings in Orlando Florida and we've got people from the US, UK, Canada and the Netherlands. The other night we were having dinner and I asked for a show of hands of how many left-handed people we had in the room.
The result:
3 out of 6 women were left-handed (50%, compared to 8% in a "normal" crowd)
6 out of 22 men were left handed (27%, compared to 12% in a "normal" crowd)
In total, my Roundtable members are 32% left handed.
I'm left-handed but I can scarcely ever remember talking about it on my website or in my emails and newsletters.
This makes total sense in hindsight… that the geeks, freaks and misfits in my Roundtable would be 3X more left-handed than the rest of the world.
Well if you believe like I do that left-handed people are more inclined than most to bridge the logical and the artistic, then marketing junkies who love numbers AND psychology would feel right at home on our crazy meetings.
3) Last year I was at Ken McCarthy's System Seminar standing in a circle with three other hard-core AdWords geeks. We were talking about music, and how Ken has noted that an awful lot of extremely talented marketers love jazz.
I happened to mention a fairly obscure jazz band from the 1970's, the Mahavishnu Orchestra. Most people have never heard of the Mahavishnu Orchestra, let alone know who they are, but all four of the guys standing in that circle were familiar.
Is it just pure coincidence that four AdWords geeks at Ken's seminar know about one of John McLaughlin's bands? Or is there a magnetic factor in play that draws like-minded people together?
Well, listen to this song and see if there's anything about this music that reminds you of an ambitious, complex, highly optimized AdWords campaign:
I have a suspicion that you'll see the connection between AdWords and Jazz right away… especially if you're left-handed :^>
Perry Marshall
4-Man Intensive February 17-18
Maui Elite Master's Summit March 1-3
Terry Dean Says He Can “Take Me”
Yesterday I was talking to Terry Dean on the phone and he was pestering me about getting a certain product done. (I kind of asked him to do this).
Anyway, in the end I made a snippy comment about how he couldn’t do anything about it if I didn’t come through because I was so much bigger than him. (I’m pretty sure I weigh 80 pounds more than he does)
To which he CONFIDENTLY replied “Oh, I could take you!” He then proceeded to tell me about some ultra-funky sounding martial arts he’d studied (which sounded like a lot of fun actually)
So I’m wondering, who do you think would win in a wrestling match between Terry Dean and Glenn Livingston? (Comments below please)
Just curious, and it’s MY blog so I get to post what I want!
G
PS – This is really just an excuse to get you reading Terry Dean’s blog, and it’s NOT an affiliate link above.
PPS – Terry’s really scared now:
The Problem with Making Too Much Money
I know, I know… you’re all saying “I’ll take that problem”, right?
But as a site starts to grow “fat on the land”, a strange phenomenon develops I call “making money in spite of yourself”.
What does that mean and why is it a problem?
Spend some time examining the most successful sites in any market and you’ll notice something very interesting… the more successful they become, the more opportunities they ignore.
You see, when you’re just barely breaking even or losing money, you’ll fight for every improvement you can find (or you’ll just drop out of the game). Which means, until you cross into the black you’ll desperately do things like …
- Try More Granular Service (providing entire sites or at least landing pages about “COQ10 Side Effects” instead of just “COQ10″, for example)
- Follow Up More Aggressively
- Split Test Front End Ads
- Develop Back End Services
- Do Surveys
- Do Telegroups to actually TALK to prospects and customers
- Get Copywriting Critiques
- Multivariate Tests
- Segment their market
- Work their AdWords account (process the search query and content placement reports, for example)…
… and anything else you can think of to improve your system.
But once you start to reach your financial goals, you start to slack.
In fact, this is built into the entrepreneurial fantasy in and of itself, because what we all seem to want most is to get electrons flowing around the internet and into our bank account while we sit on the beach in Fiji eating ding dongs.
Unfortunately, while you’re enjoying your ding dongs, there’s a dozen other guys (or gals) sweating to make it into the black, and they’ll look for anyplace you’re vulnerable, and ruthlessly fight you for every inch of territory, until you wake up and have to start fighting again.
UNLESS…
Unless you’re aware of the danger and you build such an overwhelmingly strong system that any marketer in their right mind would stay away… and those who don’t know any better will get crushed quickly. (Which is yet another reason why I’m always teaching people to clean up in Hoboken, Queens, and Staten Island instead of Viet Nam).
But even then, you probably can’t let your PPC system “just sit” for years without attention. (Or your SEO system, for that matter).
A search marketing site is a naturally deteriorating asset. (Kind of like your health… if you’re not actively making it better, it’s getting worse. It’s just the way life is.)
- As an example on the TINY end of the spectrum, I left my guinea pigs and rabbits sites up more or less untouched and untended for 6 years now. They’re still in the black only because I built such a ridiculously strong system to start with. (Someone would have to be crazy to build 58 follow ups complete with audios, hundreds of pictures, etc, just to sell a $9.99 ebook). But profits HAVE steadily deteriorated and are now just a few hundred dollars per niche each month.
- As an example on the GIGANTIC end of the spectrum, my partner spends as much as a quarter million dollars PER MONTH of his own money in Adwords (for another business I own no part of, unfortunately!). At a recent meeting he said “Glenn, I would NEVER just let the account sit for a month… my competitors would decimate my positions”
A search marketing site is a naturally deteriorating asset… you’re either working it to make it better or it’s gonna get worse.
What does this mean for building wealth?
It means you go into this game with the knowledge that you’re building a living, breathing entity which requires care…
It means you as soon as you get to the top or anywhere near it, you put people in place to keep you there. (Jim Rohn said “don’t rest too long or the weeds will take the garden”)…
And with a plan for taking at least some of the money your site generates OUT of your business to feed your life while the sun shines…
And an exit plan for engineering a BIG PAY DAY in the long run!
It also means you put aside any bullshit “set and forget” fantasies you’ve been fed and get down to the real work of building your business and engineering your life.
(I’m definitely up on a soap box today)
Dr. G
An apology of sorts
If you spend more than $5000/month on Google traffic then I owe you an apology.
The apology is:
Being the nice guy that I am – who will scarcely if ever smash people on the forehead with a sales pitch – being a guy who prefers a feel-good blog post to an in-your-face "ask"…
…I'm sorry because I haven't yet persuaded you to attend the AdWords Elite Master's Summit in Maui.
Seriously. I apologize for not yet moving you to action.
If you're spending $5K+ on PPC traffic it's inevitable that some 15 minute segment of this seminar is going to easily pay for itself somehow, somewhere. And SOONER not later. Maybe in a few days or week.
It may take one hour on your PC in your Maui hotel room to implement.
It will save or make you thousands of dollars per month. It will pay you back and pay you back and pay you back.
If you have any kind of real business on the Internet with Pay Per Click as a major traffic source, then this is a no-brainer.
Just that one gem you pick up in 15 minutes will propel your business forward in a most gratifying way. Not to mention everything else you get in the rest of the 3 days, cuz it's gonna be a smorgasbord buffet of strategies that have NEVER been delivered in one place, ever.
Remember: This ain't the Cincinnati Ohio Airport Hyatt. This is Maui, Hawaii. It ain't 16 degrees outside, it's 75. This is no windowless compound; this is one of the most luxurious locations on earth.
Which has a natural way of opening people up not only to hearing but to speaking. To total relaxation and the experience of community.
This is a HIGH QUALITY seminar audience. A great community.
If I don't convince you to go, then I really do owe you an apology for not being able to do so. This one is going to be a barn burner.
If you've spent significant amounts of money with me in the past on other seminars, coaching programs etc., you're eligible for *significant* further discounts which are not even posted on the sales page. You can contact mendy | at | perrymarshall.com or denise | at | perrymarshall.com and they'll let you know what YOUR special discount is.
OK. Apology now off my chest.
Don't skip this one. It's too good to miss. http://www.perrymarshall.com/maui
Perry Marshall
