Normally I tell clients, bosses and people I talk with at conferences that I spend 80% of my time focused on 80% of my paid search business because that’s where I can have the biggest impact. I can see the largest return for my efforts in terms of new customers coming in and increasing profitable revenue.
It’s a common knowledge that I always advise clients to look at the top 10 countries that produce 80% of their revenue and make sure each country has their own AdWords account. Your company could have 15 countries that make up 80% of your revenue but I’d not go beyond that amount as it becomes a lot of work for one person to manage.
I actually even gave a talk about unlocking unmet demand in your AdWords account a few months ago at a conference. The reason you want to give each top tier country their own AdWords account is fourfolds:
- Organization of information is cleaner across your accounts by country
- Learning what keywords & ad text is working for each country. One size doesn’t fit all
- Spotting trends in data is a lot easier by country in AdWords & Google Analytics (GA)
- Growth isn’t an issue as you’ve room to grow each country like its own mini-business
A bonus is when you hire a person or two to join your team, you can give each person a set of countries to manage and not worry about having to break out each county at that point. If you did, you’d lose all that account history (and quality score potentially) you’ve build up because you didn’t plan for the future.
Now what I’m about to say goes against everything I just said above because you’re not dealing with 80% of your business, you’re dealing with the other 20%. Unless money is unlimited where you work. You need to consolidate resources and make a Global Adwords Account targeting non-top 10 countries.
After a successful #MozCon 2015 talk last month (notes). I’ve taken all the feedback and ideas and would love to turn my talk into a hands-on workshop at SXSW 2016:
What Is Delightful Remarketing: How You Can Do It [PLEASE VOTE]
I will expand on my #MozCon talk and includes more data around shopping behaviour and areas of my talk that I cut to make sure I come in under my allotted time including the 4 major areas of remarketing: Google Display Network, Facebook, Twitter and Google Analytics and what makes each area unique and how you can use them to creating delightful remarketing experiences.
Plus I want to end the workshop working with 4 – 6 people in the room and help generate ideas and how they can use remarketing for their specific brand and company.
Programmatic… the act of planning and buying media without talking to a human being…is still misunderstood by the advertising world. Many people mix up programmatic with real-time bidding, which is in fact a subset of programmatic. There are three main areas of programmatic you’ll come across:
Real-Time Bidding is buying advertising (display/banner ads) in real time. Most advertising platforms (Quantcast, AreaOne & Adgorithms) will go into an auction and bid to compete & win inventory to serve your customers with an advertisement. If you win the auction, your ad is served which hopefully means your customers will convert and buy something on your site. The auction process is very similar to Google AdWords.
Programmatic Direct is not done in real time but advertising is often bought months in advance. You could make it programmatic by showing advertisers what’s available in your inventory, cost and what creative they need to upload to launch a campaign. The advertiser picks what they want, uploads creative and charges their credit card for the purchase. I could also see TV, digital out of home and digital screens in malls or bars as a direct buy. These would all be done in advance too.
Programmatic Premium could be done in real-time. However, it usually seems to related to a private advertising exchange connecting a premium publisher(s) and a premium advertiser(s) to make a sale happen. You’d be working at a FMCG brand to get access to this advertising exchange is my impression.
Now if you work in-house like I do and you don’t plan to hire an outside agency to run your programmatic. Than you need to do some research on all the different platforms and ask the right questions. Most platforms offer the following:
I’ve to admit I’m not a coder and I don’t plan to become one. I know HTML but that’s pretty basic and doesn’t qualify as coding skills as much as it did a decade ago when I was in college. However, after a year of many failed attempts and re-reading all I could on AdWords scripts, I finally got three to run successfully yesterday.
AdWords scripts are little pieces of software that you add to your AdWords account (or My Client Centre MCC) and help automatic tedious tasks for you that you want to take off your plate and free up your time. Most run behind the scenes and you’d never know they are there. Think of them as little Christmas helper elves. You should watch the video on the AdWords scripts homepage to get started. You can check out the solution gallery but I wanted to focus on the two scripts that I feel any AdWords advertisers can run: Link Checker and Keywords Performance Report.