#google cpc

AdWords Reporting New Performance Segmentation

Google is rolling out AdWords functionality to let advertisers segment reports based on where the ad appears on the page — whether it’s above the organic search results or off to the right side. The feature will allow advertisers to determine whether the benefits they’d seeing from bidding their ads into a Top position are worthwhile. You can use the “Top vs. side” report segment to see how your ads perform above and to the side of Google search results. Armed with this new information, you can better optimize your search campaigns by more deeply examining the relationship between your ads’ locations and their clicks and conversions. And brand advertisers can now get better visibility into when and where their critical brand terms are triggering ads above search results. How to view your “Top vs. side” data To segment your performance data by where your ads appeared on Google and Search Partner search results pages, you simply need to add the “Top vs. Side” segment to your data table. Here’s how:

Select the Campaign, Ad groups, Ads or Keywords tab of your AdWords account.

Click the Segment button in the toolbar above your data table.

Select Top vs. side from the drop-down. Results will appear in rows beneath each of your ads.

Kaizen is the Japanese philosophy that refers to the continuous refinement and improvement of a process. i.e. What might seem like a tiny and insignificant improvement of say 0.1% every day, will actually result in a 36.5% improvement over a year. All you marketers can see where I'm going with this. Think click through rates for a moment. A 3.5% CTR on your current Google CPC campaign might have you sitting back feeling pretty good, but are you resting on your laurels? In short: yes. Split testing is the practical application of Kaizen. If you're not running two ads simultaneously, constantly testing their copy, headlines, and keywords against each other, gaining that tiny improvement everyday, you're not doing your job as well as you could. That 3.5% CTR should be higher next week. And while that's a tough task, it's what's required for excellence. And who doesn't want that? The same applies to facebook posts. Testing feedback rates is an essential part of an effective social media campaign, one which Facebook makes easy with their analytics. Evaluate which posts are connecting with your buyers, their keywords, their topics, and keep refining them, thereby increasing the comments and the 'Likes' they receive. Apply it to your blog posts and tweets, too. The results will speak for themselves: more delighted customers, and a leaner, meaner business, always approaching optimum efficiency. Can you see any areas where you could apply Kaizen in your business? Even in your life? Get busy then. Today's start is tomorrow's improvement.