Friday, 27 June 2014

Google Analytics Now Separates Brand And Non-Brand PPC Traffic

Brand and non-brand paid search terms typically perform very differently and most paid search teams analyze these sets of keywords separately. To make this task easier, Google has added a handy feature to Analytics that automatically segments brand and non-brand, or generic, paid search terms into distinct channels. No more building custom segments or filter strings.

Analytics makes assumptions about which keywords are brand terms based on factors such as click-through rate, text string and domain name and buckets them in the Brand Paid Search channel. Non-brand terms are grouped under the Generic Paid Search Channel.

Straightforward Set Up

A new Manage Brand Terms is under Channel Settings within the Admin tab is available for managing the list of keywords included in the Brand Paid Search Channel.

Advertisers can review the terms that Google identifies as brand and accept or decline each of them as well as add other brand terms that aren’t already included, such as mispellings.

Advertisers with enough traffic may already see the channels set up. If they aren’t already activated, go through the Manage Brand Terms process and you’ll be prompted to have the two channels created.

It can take up to 48 hours for the changes to take effect in your reports. The two channels are available within Multi-Channel Funnels and the main Channel section under the Acquisition menu.

Keep in mind, these channels apply to all paid search, so Bing Ads and any other traffic source tagged as “cpc” will be included.

Wednesday, 25 June 2014

Google Releases AdWords Quality Score Primer Aimed At Dispelling Misconceptions

There has always been a healthy amount of debate over the importance of Quality Score as an indicator of Google AdWords success and the amount of focus that should be devoted to it.

Today, Google issued a whitepaper called “Settling the (Quality) Score” to help advertisers use Quality Score to guide optimizations. Will it settle the debate? Maybe not, in fact it may just spark more conversation, but if you’re involved in paid search at all, you’ll want to check it out.

Google describes Quality Score being like a “warning light in a car’s engine” as opposed to being a “detailed metric that should be the focus of account management.”

In other words, it’s a signal not a KPI. It’s a mash-up of expected click-through rate, ad relevance and landing page experience, but, as we know, the score we’re shown isn’t the actual score given at any moment during an auction. The score we see represents overall performance in the auctions.

The section that will likely garner the most attention is titled “Six Things That Matter (and Don’t) When it Comes to Quality,” on page nine of the ten page paper. It’s aimed at addressing some misconceptions about Quality Score.

Among them: Device? It matters. Account structure? It doesn’t matter. That said, moving a keyword to an ad group with different ad copy can affect that keyword’s quality score because the user experience may change.

Bottom line, Google says, “chasing the number” shouldn’t be the focus of your efforts, but what’s best for your users. The full paper is available for download here.