Four weeks into the new year, what can I predict that hasn’t already been predicted by someone else? Probably not much, but lets take a look at what some other SEOs expect to see in 2014 while I try to sprinkle in some of my own wisdom and play Miss Cleo along the way.
It’s hard to believe but it’s time once again for our SEO “year in review” where we turn the page on the calendar and take a look back on all of 2013′s important developments in online marketing that had a significant impacts on the way we work. From a complete 180 in how Google tells us to set up Adwords accounts to an Analytics overhaul and the loss of all organic keyword data, 2013 certainly kept us on our toes.
Gird your loins Adwords advertisers, it’s Enhanced Campaign upgrade time! In fact the deadline to upgrade before Google does it for you was this Monday, July 22. This transition represents a significant change to how we all advertise on Google so we thought we’d give you a bit of a crash course on what it means for your campaigns and link you to some other helpful resources. The full roll-out of the forced changeover will take place in the coming weeks, so we wanted to help you prepare if you haven’t already and offer our services if you’d like assistance.
Back in May, Google Adwords added a new filter and reporting feature called “Auction Insights”. As you might expect, the feature provides advertisers with some insight into how their competitors’ ads are performing. Insights is a great new feature, but it’s somewhat limited because while it provides some great advanced impression information about competitors’ ads, it doesn’t tell you much about how those ads perform in terms of conversions or click-throughs. In today’s post we break down the anatomy of the ad auction and discuss the setup of the auction insights filter.
A date comparison option has been available in Analytics for years, but many of us have wondered why it was never available inside of Adwords as well. Well, it seems that Google has heard the request because today the feature was added… but don’t get too excited – it’s very limited on features at this point. At least it’s a step in the right direction.
Google Adwords changes are nothing new, but when your campaigns target specific regions, it’s especially important to understand how any new geotargeting changes might impact the performance and success of your campaigns. Adwords recently made some significant changes to location targeting options for various countries around the world, including the addition of an option to target regions in the United States based on Nielsen® DMA® (Designated Market Areas) regions.
Microsoft has announced that they are changing the name of their pay-per-click online advertising platform from Microsoft Adcenter to Bing Ads. As you may know they’ve been attempting to play catch-up with Google Adwords for years, overhauling their dashboard, creating an external campaign editing tool and joining forces with Yahoo! to broaden their network. Still, they’ve lagged behind Google for a variety of reasons. Does this week’s announcement signal bigger changes are coming?
This isn’t the first time we’ve caught a major corporation fouling up their own Adwords PPC ads, but it’s certainly a doozy. It appears that Apple set up an Adwords campaign to advertise the iPad, but it would seem they’re broad match bidding on the keyword “tablet” without any negative keywords to prevent lower quality clicks. In fact it looks as is there isn’t any campaign management taking place. In this post we talk a bout why they might be doing this, if they’re even aware.
Setting aside my laundry list of complaints about what Google has done to their keyword tool over the years, they’ve made a recent change that is somewhat perplexing. At least this time they didn’t drop features or replace good features with terrible ones, but the change is still odd. They’ve recently added a disclaimer that explicitly tells users that Google washes its hands of all responsibility when it comes to decisions the individual advertiser makes and stating that they don’t guarantee any level of success. But how is all of this new?
Earlier this month Google Analytics officially killed the “Old Version”, forcing the remaining stragglers to begin using the new interface that launched in 2011. For Analytics users suffering from withdrawal, you might have been fooled in to thinking GA had resurrected your old friend if you’ve accessed GA through an Adwords account, because the “Old Version” link is still present. But don’t get too excited. Read the rest of this post to learn about how this is all just a big tease.