In the life of any PPC account, you come to a point where returns are diminishing and your results … Read More
As I was browsing my #ppcchat column in Tweetdeck the other day I came across this screenshot from Josh Leibner:
— Josh Leibner (@JoshLeibner) August 19, 2016
As you can see, AdWords seems to be testing a call-only format where they add the company name to the title along with the phone number. The Display URL and description remain the same and the prominent “Call” CTA is still there, so it’s somewhat of a small change. However, I really like it because the call-only title format with just “Call XXX-XXXX” always seemed sub-optimal to me. Why couldn’t there be a keyword rich title like before and just have the CTA show them the number? Very few people care about whether it’s local or an 800 number anymore so I see this as an improvement. What do you think?
The other day I was perusing the search terms report for a client I came across a downright terrible match. Behold:
In case you can’t read that, it says that the keyword “Davis County plumber” was triggered by someone who searched “juror duty davis county utah”. I understand how semantics work and I can understand when slipper matches with basketball shoe. They’re both footwear, but juror duty has nothing to do with plumbers.
I was a little miffed and so I tweeted the BingAds Twitter handle (they’re very helpful and responsive BTW).
— BingAdsSupport (@BingAdsSupport) July 8, 2016
Bing Broad Match Too Broad – Use Modifier
As you see, the phrase “Davis County” matched to my keyword regardless of the presence of “plumber”. That means that anyone searching for anything in, around or near Davis County could potentially see and click my ads that are very specifically for a plumber. Not a good user experience.
But as the tweet pointed out, the way to remedy the loose matching is with the addition of a modifier. Just make your keword “+Davis +County +Plumber” and then Bing will only match your ads to queries with those keywords present.
Setting up new campaigns, especially if you’re targeting multiple audiences, has always been a little time-consuming with LinkedIn Ads. However, I noticed a cool new feature in one of my accounts that will be a big help: Audience Templates.
LinkedIn Ads Audience Templates
I did a little digging and this was announced back in May on the LinkedIn Marketing Solutions Blog. However, this was my first run-in with them. Here’s what it looks like:
During new campaign creation you just select the blue “Save as new” link from the bottom, give it a name and description and you’re good to go. The next time you need to target that audience you can just choose it from a list. Very helpful.