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Words of Advice from AdWords

AdWords, its blog informs us, experiments with hundreds of variations of Google search results, testing such elements as font size and colors to layouts and spacing. It has recently discovered and made the following two changes for its users:

1] Standardizing the look of a URL on a page improves many user metrics including ad click through rates. As a result, Google is updating the appearance of the display URLs of all ads that appear on search results pages over the next week or so so that domain portion of the display URL will always be shown in lowercase letters. For example, if a display URL is Subdomain.Example.com/Subdirectory, it will appear as subdomain.example.com/Subdirectory. No need for users to make any edits to their ads.

2] Negative keywords are a good way to refine keyword lists and filter out unwanted impressions for campaigns because they exclude specific terms that aren’t relevant to the services offered. Google is making negative words that are often broadly deployed across multiple campaigns - such as free or trial - more scalable by offering key word lists.

Cross-platform Negative Keyword Tips

Managing negative word PCC campaigns, however, took a quantum leap forward in usability last year when the Yahoo platform was replaced with Microsoft’s adCenter, Search Engine Land writes. Now, there is just adCenter and AdWords, which, share a lot of common characteristics. But not everything. SEL offers the following advice:

  • Use only ad group negatives within AdWords and adCenter in order to more easily synchronize negative keyword lists. “Given the virtually unlimited number of negative keywords you can use at the ad group level, why even bother with campaign negatives?”
  • Do not use keyword-level negatives within adCenter but instead apply all negatives at the ad group level.
  • Keep track of Google ad groups where the negative exact match is used, and treat them exceptionally they are updated across networks, since negative exact match does not have an equivalent in adCenter.

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