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March 27, 2008

What Happens When Your Paid Search Landing Page Gets “Site Linked”?

Recently, I was trying to decode some strange results that were showing up in my analytical reports. It appeared as though natural search results were showing up in my paid traffic reports. We racked our brains trying to figure it out, at first thinking that we had some tracking installed improperly or something along those lines. When that didn’t pan out we looked a little deeper to the actual key phrases that were showing up. On a hunch I typed one into a search box and what popped up at the top of the natural results other than the new and improved Google natural results listing with our landing page listed among the lucky 8 site links.

At first I was elated by the thrill of the hunt that you experience after you ‘bag your prey’. That soon wore off as we tried to figure out whether this was a positive or negative development. To be honest we haven’t quite come to a 100% decision yet but so far we think of it as a positive development. The conversion rates are good so we are viewing it as another way to more generic searches to our ‘action’ page faster.

Like I said the jury is still out on this one in our minds, but I will keep tracking and report back if we figure out some other clever ways to maximize this shortcut.

Posted by brent at 09:10 AM | Comments (4) | TrackBack

March 21, 2008

Day 2 Locks for 2008 NCAA March Madness

Below are our Day 2 picks for the 2008 NCAA Tourney. These picks do come with a guarantee for any of the games that are predicted correctly.

Our 2008 NCAA picks are based on indexation and how well Google sees each school's site. Which school has more site links? If this is a tie, which school has its Athletic Department showing in its sitelinks? If this is a tie, which school has more pages indexed relevant to its nickname? Assuming SEO Speedwagon were an accredited university that secured a bid via a last second win in its conference tournament, we would come to the Dance with 7 sitelinks, Athletic Department not present, and 133 relevant pages.

• 1 University of North Carolina at Chapel Hill (8 sitelinks, AD Not Present, and 2,940 pages)
BEATS
16 Mount St. Mary's University (8 sitelinks, AD Not Present, and 37 pages), based on pages

• 8 Indiana University (8 sitelinks, AD Present, and 7,930 pages)
BEATS
9 University of Arkansas (8 sitelinks, AD Not Present, and 746 pages), based on AD presence

• 6 University of Oklahoma (8 sitelinks, AD Not Present, and 1,390 pages)
LOSES TO
11 Saint Joseph's University (8 sitelinks, AD Present, and 526 pages), based on AD presence.

• 3 University of Louisville (8 sitelinks, AD Not Present, and 289 pages)
LOSES TO
14 Boise State University (8 sitelinks, AD Not Present, and 742 pages), based on pages.

• 7 Butler University (7 sitelinks, AD Not Present, and 479 pages)
LOSES TO
10 University of South Alabama (8 sitelinks, and 43 pages), based on sitelinks.

• 2 University of Tennessee (8 sitelinks, AD Present, and 4,650 pages)
BEATS
15 American University (8 sitelinks, AD Not Present, and 2,620 pages), based on AD presence.

• 5 Clemson University (7 sitelinks, AD Not Present, and 1,190 pages)
LOSES TO
12 Villanova University (8 sitelinks, AD Not Present, and 167 pages), based on sitelinks.

• 4 Vanderbilt University (8 sitelinks, AD Not Present, and 3,470 pages)
BEATS
13 Siena College (8 sitelinks, AD Not Present, and 62 pages), based on pages.

• 7 Gonzaga University (8 sitelinks, AD Present, and 928 pages)
BEATS
10 Davidson College (8 sitelinks, AD Not Present, and 7,330 pages), based on AD presence.

• 2 Georgetown University (8 sitelinks, AD Not Present, and 728 pages)
LOSES TO
15 University of Maryland, Baltimore County (8 sitelinks, AD Not Present, and 991 pages), based on pages.

• 1 University of Memphis (8 sitelinks, AD Not Present, and 606 pages)
LOSES TO
16 University of Texas at Arlington (8 sitelinks, AD Not Present, and 3,480 pages), based on pages.

• 8 Mississippi State University (8 sitelinks, AD Not Present, and 948 pages)
LOSES TO
9 University of Oregon (8 sitelinks, AD Present, and 10,500 pages), based on AD presence.

• 7 University of Miami (No sitelinks, AD Not Present, and 2,530 pages)
LOSES TO
10 Saint Mary's College of California (8 sitelinks, AD Present, and 326 pages), based on sitelinks.
Dorky Note: The Canes win the contest for the least SEO friendly site in the tourney, easily.

• 2 University of Texas at Austin (8 sitelinks, AD Present, and 1,390 pages)
BEATS
15 Austin Peay State University (8 sitelinks, AD Present, and 395 pages), based on pages.
Dorky Note: This will be a much better game than most people think, as both sites are very well suited for indexation.

• 5 Drake University (8 sitelinks, AD Present, and 741 pages)
BEATS
12 Western Kentucky University (7 sitelinks, AD Not Present, and 566 pages), based on sitelinks.

• 4 University of Connecticut (8 sitelinks, AD Not Present, and 867 pages)
LOSES TO
13 University of San Diego (8 sitelinks, AD Present, and 460 pages), based on AD presence.

Posted by tom at 10:39 AM | Comments (1) | TrackBack

2008 NCAA March Madness: Bracket Really Busted!

Below are the results from Day 1 of the 2008 NCAA Tournament. The Wagon scored 100% in 62% of the games! Stay tuned for Day 2 locks.

• WRONG - 5 Notre Dame University LOSES TO 12 George Mason University based on pages.

• RIGHT - 4 Washington State University BEATS 13 Winthrop University based on AD presence.

• WRONG - 1 University of Kansas LOSES TO 16 Portland State University based on AD presence.

• RIGHT - 8 University of Nevada, Las Vegas BEATS 9 Kent State University based on AD presence.

• WRONG - 6 University of Southern California BEATS 11 Kansas State University based on sitelinks.

• RIGHT - 3 University of Wisconsin-Madison BEATS 14 California State University, Fullerton based on sitelinks.

• RIGHT - 5 Michigan State University BEATS 12 Temple University based on sitelinks.

• RIGHT - 4 University of Pittsburgh BEATS 13 Oral Roberts University based on sitelinks.

• WRONG - 6 Marquette University LOSES TO 11 University of Kentucky based on sitelinks.

• RIGHT - 3 Stanford University BEATS 14 Cornell University based on AD presence.

• RIGHT - 1 University of California, Los Angeles BEATS 16 Mississippi Valley State University based on pages.

• RIGHT - 8 Brigham Young University LOSES TO 9 Texas A&M University based on AD presence.

• RIGHT - 6 Purdue University BEATS 11 Baylor University based on AD presence.

• WRONG - 3 Xavier University LOSES TO 14 University of Georgia based on sitelinks.

• WRONG - 7 West Virginia University LOSES TO 10 University of Arizona based on pages.

• RIGHT - 2 Duke University BEATS 15 Belmont University based on AD presence.

Posted by tom at 10:04 AM | Comments (0) | TrackBack

March 20, 2008

2008 NCAA March Madness: Bracket Busted by Indexation

Last year, the Wagon boldly went where no man had gone before. We based our NCAA basketball picks purely on who had the biggest wiki. This year we are focusing on fundamentals, albeit hanging on to our size matters methodology.

Our 2008 NCAA picks are based on indexation and how well Google sees each school's site. Which school has more site links? If this is a tie, which school has its Athletic Department showing in its sitelinks? If this is a tie, which school has more pages indexed relevant to its nickname? Assuming SEO Speedwagon were an accredited university that secured a bid via a last second win in its conference tournament, we would come to the Dance with 7 sitelinks, Athletic Department not present, and 133 relevant pages.

LLLLLET'S GET READY TO . . . (Will finish the catchphrase once we receive approval from Michael Buffer)

• 5 Notre Dame University (8 sitelinks, AD not present, and 1,140 pages)
LOSES TO
12 George Mason University (8 sitelinks, AD not present, and 16,200 pages), based on pages.

• 4 Washington State University (8 sitelinks, AD Present, 2,700 pages)
BEATS
13 Winthrop University (8 sitelinks, AD Not Present, and 819 pages), based on AD presence.

• 1 University of Kansas (8 sitelinks, AD NOT Present, and 1,800 pages)
LOSES TO
16 Portland State University (8 sitelinks, AD Present, and 1,460 pages), based on AD presence.

• 8 University of Nevada, Las Vegas (8 sitelinks, AD Present, and 277 pages)
BEATS
9 Kent State University (8 sitelinks, AD Not Present, and 359 pages), based on AD presence.

• 6 University of Southern California (8 sitelinks, AD Not Present, and 4,970 pages)
BEATS
11 Kansas State University (7 sitelinks, AD Not Present, and 301 pages), based on sitelinks.
Dorky Note: USC is one of three teams playing today showing Google images for the nickname search.

• 3 University of Wisconsin-Madison (8 sitelinks, AD Not Present, and 6,830 pages)
BEATS
14 California State University, Fullerton (7 sitelinks, AD Not Present, and 1,920 pages), based on sitelinks.
Dorky Notes: Wisconsin is one of three showing Google images for its nickname, and CSF is one of two showing a Google Map for its title.

• 5 Michigan State University (8 sitelinks, AD Present, and 2,950 pages)
BEATS
12 Temple University (4 sitelinks, No AD Present, and 1,230 pages), based on sitelinks.

• 4 University of Pittsburgh (8 sitelinks, No AD Present, and 939 pages)
BEATS
13 Oral Roberts University (6 sitelinks, No AD Present, and 245 pages), based on sitelinks.

• 6 Marquette University (6 sitelinks, No AD present, and 113 pages)
LOSES TO
11 University of Kentucky (8 sitelinks, No AD present, and 1,760 pages), based on sitelinks.

• 3 Stanford University (8 sitelinks, AD Present, and 23,200 pages)
BEATS
14 Cornell University (8 sitelinks, No AD Present, and 18,000 pages), based on AD presence.

• 1 University of California, Los Angeles (8 sitelinks, AD Present, and 65,300 pages)
BEATS
16 Mississippi Valley State University (8 sitelinks, AD Present, and 461 pages), based on pages.
Dorky Note: UCLA is one of two teams playing today showing a Google map for its title.

• 8 Brigham Young University (8 sitelinks, No AD Present, and 9,940 pages)
LOSES TO
9 Texas A&M University (8 sitelinks, AD Present, and 6,890 pages), based on AD presence.

• 6 Purdue University (8 sitelinks, AD Present, and 5,460 pages)
BEATS
11 Baylor University (8 sitelinks, No AD Present, and 15,200 pages), based on AD presence.

• 3 Xavier University (No sitelinks and 582 pages)
LOSES TO
14 University of Georgia (8 sitelinks, No AD Present, and 1350 pages), based on sitelinks.
Dorky Note: Xavier is the only school playing today not showing sitelinks for its title.

• 7 West Virginia University (8 sitelinks, AD Present, and 6,580 pages)
LOSES TO
10 University of Arizona (8 sitelinks, AD Present, and 26,500 pages), based on pages.
Dorky Note: WVU is one of three schools playing today to show Google Images for the nickname search.

• 2 Duke University (8 sitelinks, AD Present, and 2,170 pages)
BEATS
15 Belmont University (8 sitelinks, No AD Present, and 1,190 pages), based on AD presence.

SEO Speedwagon considers the above 2008 NCAA picks to be locks. Therefore, we are only responsible for profits associated with said picks. Any losses can and will be attributed to operator error.

Posted by tom at 09:29 AM | Comments (0) | TrackBack

March 19, 2008

Consumers Spread the Brand Gospel

Introducing brands today is much the same as it has always been: Advertisers give people what they want. People want to talk about their brand experiences, and share and compare their experiences with peers. This desire has given birth to myriad branded social networks, such as the new PepsiUniverse, the Toyota Hybrid Community and Adidas Teamsugar.

Consumer generated brand buzz is an extension of what people do naturally: Tell stories to their friends. They trust their friends and like-minded peers to help them make buying decisions. The difference is with the Internet we create a huge content repository that we can access with a click. So while Uncle George may not welcome a call from me at 2:00 a.m. asking what he thinks of his new Toyota hybrid, I can read his review online whenever I want. And I can add my experiences to any number of online stories (consumer reviews).

An April 2007 Nielsen Global Survey identified word of mouth as the most influential selling tool. The twice-a-year survey that polls 26,486 Internet users from around the globe found that 78% of respondents trusted consumer recommendations over all other mediums that influenced purchasing decisions. 61% said that they were most influenced by consumer opinions posted online, while 60% were most influenced by brand websites.

Recently Pepsi introduced its new Tava flavored and vitamin-filled sparkling beverages by creating a brand-focused site, placing banner ads, and giving away the drink to various people in its target demographic (35-49 year olds). The idea is that they will cultivate "brand ambassadors" that sing the praises of the trendy drinks.

Immersing customers in your brand is here to stay - customers are the new brand builders. There's a certain amount of comfort and trust, and maybe egoism in being able to share stories with others. I mean, who wouldn't want to have a Tide Virtual Escape Experience and be the envy of their friends?

Posted by lisa at 04:49 PM | Comments (0) | TrackBack

March 17, 2008

Google Adwords Cross Campaign GEO Targeting

One of the major mistakes that Google Adwords advertisers can make with their campaign setup is in-effective GEO targeting. If a company is GEO targeting multiple regions such as Europe, Asia, Canada and North America all under one campaign the following capabilities are hindered by lack of campaign separation –

• Budget allocation by region
• Keyword productivity by region
• Cost per conversion by region
• Day Parting by region

So ultimately when there is one campaign set up that is targeting multiple areas, there is no way to segment what budget is applied to keywords by region. Also it is important to separate campaigns by regions because you can distinguish which regions convert better for a lower cost, and you can also segment out were the volume is and where the quality conversions are coming from.

Lastly, you can effectively set up day parting to make sure that your ads are showing at the appropriate time, by time zone, to target your prospective audience.

To give you an idea of what I’m referring to, here is a structural example of a campaign that is targeting all regions.
Incorrect Structure for GEO Targeting -

Campaign #1 – Dell Laptops – GEO Targeting (USA and Europe)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales”
Adgroup #4 – Accessories”

To take advantage of all of the benefits of GEO Targeting it is now broken down into multiple regions with single geographical targets.

Correct Structure broken down by region –

Campaign #1 – Dell Laptops – GEO Targeting (USA)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales

Campaign #2 – Dell Laptops – GEO Targeting (Europe)
Adgroup #1 – Dell 17”
Adgroup #2 – Dell 20”
Adgroup #3 – Dell Sales”

Posted by charles at 04:23 PM | Comments (3) | TrackBack

March 13, 2008

Google Showing Robots-Excluded Links in Sitelinks

You might have noticed that Google rolled out sitelinks for a new batch of sites a couple weeks ago. This blog was included in that batch, as you can see if you do a query for [seo speedwagon].

The goal here isn't to beat up on Google, but I think it's significant enough that site owners should be aware of it. In a couple cases, the sitelinks that Google shows (or showed) for our site have been links specifically excluded from robots, either via robots.txt or by the "noindex" attribute in the robots Meta tag. Following is a screen shot of the [seo speedwagon] query taken on February 26, which is roughly when the new batch of sites started noticing their sitelinks:

Note the two red-outlined links. The one in the left column, ip login, is our staff login page. It's been excluded by our robots.txt file for almost three years. Coincidentally, Google couldn't index that page if it wanted to, as it's password-protected. I know that robots.txt exclusion isn't a totally reliable way to keep a URL from showing up in SERPs, as it often causes what's known as a "partially-indexed" URL (example). But come on -- a Sitelink?

The outlined link in the right column (November 2007) is a typical (if capriciously chosen) monthly archive page -- exactly the kind you see in the third column of this blog. They're ugly, more or less useless (both for SEO and for people), and I'll probably eventually do away with them, but for now, there they are. But the important thing here is that I added the robots "noindex" tag to them well over a year ago.

Just this week, Google changed the format slightly. Here's a current shot:

The November 2007 link (excluded via Meta tag) is now off the list (automatically -- I didn't do it), but the ip login link remains.

Yes, I know I could block specific sitelinks from within Webmaster Tools. And I might, but I wanted to show it to you first.

It seems like excluding specific URLs via robots.txt or via the robots meta tag should be a sufficient method of opting URLs out of sitelinks.

This topic is especially timely as Matt Cutts just recently asked users how they'd prefer that a meta-tag-excluded URL appear -- if at all -- in the Google index. As of this writing, 83% say "Don't show a link at all." I don't want to speak for his readership, let alone all site owners, but I can confidently predict that most people don't want a robots-excluded URL (regardless of whether the exclusion mechanism was robots.txt or a robots "noindex" Meta tag) showing up in a Sitelink.

Posted by erik at 10:33 PM | Comments (1) | TrackBack

March 12, 2008

At the NYT, Suddenly It's All You Can Eat

New York Times CEO Janet Robinson said yesterday that "In this era, no media company can afford to be an island," referencing the NYT's commitment to prioritizing its online growth. Ms. Robinson pointed to the 50 blogs the Times has started this year. To be honest the NYT already offers a treasure trove of information, interactive content and personalization tools. After walling off the good stuff for so long, now they want to give us more...fantastic!

Hey I admit I am a Times junkie, and when the Berlin Wall toppled a while back at the NYT I jumped in with both feet. Check out some of the cool stuff they offer:

1) Times Reader. Times Reader is a Windows XP and Vista compatible software application that provides an intuitive and enjoyable (no scrolling necessary!) reading experience. It automatically adjusts the articles to fit your computer screen. You can change the font size, and save, print, annotate and email articles. It works off-line or you can sync it to get the latest news. It costs $14.95 per month or $169.00 per year, or you can get it free with your NYT newspaper subscription. Which leads me to my next point...

2) NYT Large Print Weekly. I am both near-sighted and short on time, and by subscribing to this great little paper, I got the Times Reader for free. The Large Print Weekly reprints the top news for the week and is a super fast read. Grab this for only $1.65 per week surface mail or $3.30 per week priority mail.

3) NYT Podcasts. The NYT online has a podcast for most any interest. Try their Science podcasts or their OpCast featuring discussions with the Times' Op-Ed contributors.

4) NYT Blogs. News, Sports, Trends, the NYT has it all but if you're into tech, try Pogue's Posts where Dave Pogue can often be found making fun of tech support people.

5) The NYT on your phone. If you think the Times loads fast on your computer, you'll love how quick it loads on your web-enabled phone. With the NCAA tournament coming up and NFL free agency in full swing, the mobile Times is a must-have.

Another NYT tip: Interaction is in. If leaving article comments is old hat for you, try corresponding with the Times' writers about their articles. You'll be pleasantly surprised at how rapidly you'll get a personal response.

Posted by lisa at 04:54 PM | Comments (0) | TrackBack

March 07, 2008

Social Media: Why Some AD/PR Agencies Don't Get It

I have seen a tremendous amount of hoopla online over the last couple of months related to social media marketing strategies being implemented by AD and PR agencies. Unfortunately, many of these types of agencies seem to be trying to make a square peg fit into a round hole. Rather than spending time researching for portals to have their clients generate buzz related to their products and/or services, they are taking a shotgun approach to social media marketing.

At the beginning of each social media campaign there should be a great deal of research conducted to find a needle in a hay stack; being a niche marketing opportunity. After a good deal of social media portal candidates are selected then the next step in the process is finding out what type of content the active users will find interesting. This way you can be sure that the most active members within these portals will positively interact with your clients brands, products, services, etc. Building a presence within each social media portal will take time and should be looked at as one of the most important activities one can conduct on behalf of a client.

If you are actively engaged in social media portals and constantly creating content that users can find meaningful, then you will ensure your clients have the greatest impact when they introduce new material to active bloggers, and social media participants. Then your biggest challenge will be monitoring how much buzz you are generating for your clients and not whether or not you are reaching the right target market.

Posted by brett at 05:22 PM | Comments (0) | TrackBack

March 05, 2008

If it Ain't Broke...

Around here at the weekly staff meetings we have "Tool Time" where staff members discuss their favorite tools. While I do find my share of new online tools and gadgets to tinker with, I also go back in time a lot looking for old versions of software or utilities that "just worked."

Thankfully I found this great site the other day, OldVersion.com, that consolidates some of the best old software versions in one place. Need an older version of Firefox, or do you reminisce about Internet Explorer 1.0? You can get either of those programs here. It's fun to download Internet Explorer 1.0 and see the pop up that says: "Internet Explorer 1.0 requires Windows 95." Some people on the OldVersion.com forums are looking for Windows 3.11. Windows 3.11? I remember teaching some people a long time ago how to use that on an old computer, donated to our non-profit organization (c. 1997). That was back when people figured they should take classes to learn about PCs.

Some really useful stuff includes a number of IrfanView (simple image-viewer and editor) versions, and multiple old AIM versions; which can come in handy if your machine has trouble handling the newest AIM software.

While you're visiting the site, I highly recommend getting one new version of a program: Ad Aware. Ad Aware has been an old security standby for years. It's a quick download and is great for preventing malicious scripts and other malware from infecting your computer. Happy downloading.

Posted by lisa at 04:03 PM | Comments (1) | TrackBack

March 04, 2008

Mobile Phones & Social Media Integration: Yahoo's oneConnect

In Q2 of 2008 Yahoo expects to introduce a platform called "oneConnect" that will allow users to integrate many forms of communication into their mobile phones. Yahoo describes this new platform as as way to "use all your favorite communications tools and services to connect with anyone, at anytime. From IM or text, email or social networks; Yahoo! oneConnect intends to integrate all the ways you communicate into a unique, mobile experience."

Yahoo's oneConnect mobile platform will allow users to view new postings on Facebook®, photos on MySpace or a connection on LinkedIn®. This mobile platform will support a good number of social media sites and make it easier for people to stay connected to their friends. Yahoo! oneConnect describes its new service as a way of keeping a pulse on its users networks and delivering the most current action right to their phones.

Posted by brett at 05:45 PM | Comments (0) | TrackBack

NYT Traffic Doubles, Revenue Grows Since Killing Subscriptions

John wrote a few times last fall about the NY Times tearing down its paid subscription wall and allowing spiders in.

Now, in an interview at The Deal, Google's David Eun (on p. 5) confirms that it was a good idea:

We have some partners that have made very bold steps, such as The New York Times, which went from a pay model to a free model. After they went free, the traffic they got from us alone doubled. Their math says they make more money by offering content free to consumers, but stimulating demand and making it work with advertising. The Financial Times did the same thing, and at least early on in the process they experienced at least a 100% growth in traffic.

Don't hold your breath waiting for further breakdown of the math, especially for the NYT example. Note that while Eun says traffic doubled, he was less specific about the money, saying only that "they make more" under the current scenario.

It should be no surprise that it's Google -- not the Times -- telling us the good news about expanded indexation. After all, Google has more to gain from all of us knowing about it, because it now gets a slice of the pie:

Thanks to BeetTV via SearchCap.

Posted by erik at 10:51 AM | Comments (0) | TrackBack

SEO Success Factors

I was recently asked about the success factors of an SEO campaign. There are many, but let's take a look at three of what we consider the most important success factors:

1) Knowledge Is Power

It's very important for us to know what prior SEO activities have been conducted on a site. This can make or break the campaign. On a few occasions, our team of site analyzers have uncovered controversial techniques that even our client didn't know had been performed!

It's also very important for us to have access and learn from your web site analytics data. SEO is about getting the right people to your site from search engines. Your analytics data prior to SEO and after SEO is a constant gauge to see if your SEO company is traffic-focused, not just placement-focused.

Finally, the knowledge of understanding how your target audience is searching for your offerings allows an SEO best practices firm to shoot for the bullseye where visitors convert, not the outer rings of the target where visitors are "just browsing". Since the early days of SEO, this has not changed.

2) Link Popularity

With the significant weighting of link popularity in Google's algorithm, there are very few sites that can ignore link building. Now crucial to your site's success at major search engines is the continual effort of adding quality, relevant third party links to your site. Trust me, most of your competitors are doing just that.

3) Flexibility To Site Changes

We always make sure to take the temperature of potential clients as to their flexibility to make changes to their site that will make the site more search-engine-friendly. If you are considering SEO, I would suggest you rate your flexibility to site changes on a scale of 1-10. Bottom line, if you are below a 5, you may want to consider Paid Search along with Natural SEO.

Posted by doug at 10:31 AM | Comments (2) | TrackBack

March 03, 2008

Adwords - Negative embedded match

Negative embedded match gives Google Adwords advertisers the ability to show for a broader range and every variation of a keyword, except for the keyword itself. This is a useful method when you have a broad term that applies to your business but is by nature very general and has a poor conversion rate by itself.

Positive aspects of negative embedded match -

• Eliminates ad serving confusion at the AdGroup level by eliminating various matching options and the overall struggle within the Google Adwords system of what keyword shall trigger a particular ad version.

• Shows long tail keywords that are more targeted without showing the negative embedded match term that may have a poor ROI from being too broad.

Example of negative embedded match-

If your company sells phone accessories you could insert the negative embedded match -[phone accessories]. This will allow your ads to be triggered by keywords such as “cell phone accessories”, “blackberry phone accessories” and other 3+ keyword variations that are highly relevant for [phone accessories]

Setting up negative embedded match -
• Insert -[phone accessories] into your ad group
• Insert “phone accessories” (Broad match also applies)

Posted by charles at 03:25 PM | Comments (1) | TrackBack