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It seems that every day there is a new AdWords update, a new feature, a trend that you simply cannot go without. Of course, everyone has an opinion about the ‘right’ way to do things, the ‘right’ trends to follow. The question remains, what is right? How do you succeed in digital marketing in this ever dynamic and constantly developing world. With so many things being thrown at us it is getting difficult to work out what we should be doing. Added...

Up until now, a conversion is a conversion is a conversion. Regardless of whether a conversion is a phone call, a lead, a download, an email submit or a product purchase, it’s an event that we (should) track.   Why do we track? Well in its simplest form, it’s a measure of performance. As marketers, we need to know what channels and traffic sources lead to conversions then measure these against how much we spent to buy that traffic (ROI). Understanding this, we then...

Low impression shares tell you a great deal about your campaign as a whole however many search marketers don't actually know how to use them to make the most out of their campaigns. Most SEM's, PPCers or whatever they go by, still think that a low impression share means your budget is not high enough so you are missing out on impressions. It sounds pretty straight forward actually, you don't have enough of a budget, so Google is throttling or switching...

One of the gripes I had with the original Keyword tool was the inability to effectively work out how much search volume was available for certain cities and specific regions. The tool would only gave you country specific data, however with the release of Google's Keyword planner, you can now break down search volume by city and region. For example if I wanted to get an estimate for how many people were searching for 'Logo Design' in Sydney, I can now...

Its official, Enhanced campaigns for Google Adwords will be rolled out on July 22, 2013. This means that on July 22, all campaigns will automatically be changed to becoming Enhanced campaigns. What should you do? We recommend not waiting until the rollout to sort out your new campaign structures. I'm not suggestion you move everything over, but start understanding how enhanced campaigns work and build a strategy that you are ready to implement for July 22. Just find a straight forward multi device...

Is this goodbye to our decade long love affair with Google's awesome keyword tool, set to be replaced by a newer, fresher version? Google's Adwords Keyword Planner has been launched within the Adwords interface and this is something pretty special. It takes all the good bits from the External Keyword Tool, Traffic estimator and even historical campaign data and smashes them into one cool tool, right within your adwords interface. With the keyword planner, you can now get more in depth...

Panda, Penguin, Farmer, EMD, Diversity.. Venice? I know the next question.. who would have a Panda AND a Penguin? And why Venice? Chances are if you have been in the online world whether it be SEO, SEM, IM or on any part of the eCommerce food chain, from development to sales, you would have probably heard of at least one of these Google updates. If you are like me the first sentence makes perfect sense but not many of you live...

Running an Adwords campaign without conversion tracking is kind of like going around a race track without being timed. Yeh, you can run it, even be a bit of fun, but if you are truly serious about it you measure your performance by your lap times.. or your conversions. I'm not going to go into detail about how to set up a conversion or anything like that, I'm going to talk about analysing the data and to keep things simple, I'll...

Hot on the heels of Google announcing is quarterly figures and pointing at mobile as the reason for the drop in average CPC costs, Google has launched Enhanced Adwords. Enhanced Adwords is an update in the Adwords platform to make it easy for advertisers to combine both traditional desktop advertising and advertising for mobile devices. This makes perfect sense as Google was struggling to get advertisers to adopt mobile as a viable medium, even though almost half of search is now dominated by mobile. Google aims to make...

A report in relation to Google's earnings has come out and there is a lot of talk about the 6% drop in cost per click for 2012 Q4 compared to the same period in the previous year. Earnings increased 36% mind you, but why would cost per click decrease? Google has pointed the finger at mobile search and the difficulty in getting higher click costs. Since mobile is really taking off, its natural that the cost per clicks will decline...