Tired of the same people looking at your ads and want a more diverse group of Internet users to see your ads?

Google has introduced frequency capping with the DoubleClick cookies. This is great for both advertisers and users because it will help avoid the same ad appearing again and again, giving users a wider selection of ads to view and advertisers a more diverse user base to display ads against.

Nicholas Abramovic

Today I am posting a presentation on the new first page bids and dynamic quality scores for Google AdWords. It is my hope that the new quality scores and bidding algorithms will force pay per click marketers to become smarter; however I do agree with Paul Lee that there is a chance that more “dumb money” will be floating around. My belief is that after all of the “dumb money” is spent, many advertisers will look back to see that they received very low ROIs and will be forced to either leave pay-per-click marketing or use an agency that is ROI-focused. It looks like SlideShare.net does not properly sync up PowerPoint 2007 presentations as well as I hoped, but it gets the message across.

Please remember that many agencies are not focused or concerned about your returns and only wish to spend more of your money on pay-per-click systems. Just in business, less can sometimes mean more when it comes to keyword bidding.

LeadQual has some internal algorithms for determining keyword bid positions, called MONACO (Monetization and Cost Analysis) and I am very eager to be working on updating these algorithms with the new first page bidding and dynamic quality scores in place!

- Nicholas Abramovic

The following is a type of match that less than 1% of all advertisers are familiar with.

Quick Definition: Negative embedded match gives an advertiser the ability to show every variation of a keyword, except for the keyword.

What does this mean?

Example: “San Francisco Real Estate”

This will allow me to show up for “Real Estate San Francisco”, “San Francisco Real Estate Today”, “Francisco Real San Estate” but not “San Francisco Real Estate”

Why is this useful for search engine marketers?

1. Negative embedded match allows you control over conflicts between multiple keywords (with multiple match types) that are all eligible for triggering potential ads.  – This is critical if you are running multiple keyword match types in various AdWords accounts.

Example: Account 1 has only broad keywords while Account 2 has the same exact keywords but in exact match. In this example Account 1 would be implementing negative embedded match.

2)  Allows ads not to be displayed for keywords that produce low return on investments, but yet appear for specific keyword variations.

Example: “San Francisco Real Estate” derives a conversion rate of 1%, while variations such as “Cheap San Francisco Real Estate” or “San Francisco Real Estate Companies” produce 5% conversion rates. With endless variations of “San Francisco Real Estate” it is most efficient to run negative embedded match.

How does this work?

Let’s use the example of just “real estate” this time.  We are a national chain that sells real estate, however the keyword “real estate” brings in very little conversions, or conversions at an unaffordable price-point.  We know that three word combinations and four word combinations (“San Francisco real estate”, “Denver real estate”, “real estate in San Diego”) have excellent ROIs.

In our example we would insert –[real estate] into our ad group to appear for all variations except “real estate” when someone searches Google.

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Final NotesEffective search marketing requires more and more control over keywords.By using negative embedded matching we can pull search query reports to see what variations users typed into Google and which of keywords provide the highest return on investment.

If your vertical contains high traffic and there is budget for keyword testing, I strongly encourage implementing negative embedded matching to hunt the long-tail of effective keywords.

Happy Hunting,
Nicholas Abramovic

When avoiding work, Nicholas spends his day -[blogging about] 

Google is changing the way they measure your Quality Score. Though Google uses an auction bid type system for its Adwords management, much of your position ranking is currently determined by how relevant Google deems your structure, ad, keyword and landingpages are with one another. Then it takes that score, factors in your account history, click through rate and many other factors and this final “score” is often called “Quality Score” or “index”. If this Quality score is too low, Google will raise the minimum bid required to show your ad. This is how more established players who have good history and have properly structured and optimized accounts can out position you with a $0.10 bid while you may be unable to show your ad even at a $2 bid.

The news out of Google is that in the next few days, the Quality Score, which used to be static and by keyword, will now be calculated at the time of each query.
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A little known tactic with Dynamic Keyword Insertion (the “bracket trick”) is placing keywords into your destination URLs.

Most Internet marketers just implement the bracket trick in their headline or description line (see below example)

{KeyWord:Lead Generation Marketing}
Get ROI focused SEM PPC Management.
We Share All Our Strategies & Data!
www.LeadQual.com/Leads

You can also use the bracket trick for your destination URLs: http://leadqual.com/?keyword={keyword}

By implementing the above tactic, you can use your web logs and analytics to record which keywords generated the most leads for you by tracking referring URLs.

Why is this useful? Conversion tracking is not 100%. MSN can sometimes inflate your numbers by 4 fold. Also, there are situations where Google, Yahoo or MSN are just not able to track your conversions. What is an ROI-focused marketer to do? By dynamically inserting your keyword into the destination URL you have just greatly increased the likelihood of properly tracking the truest number of conversions. Now, just add a distinct variable for your adgroups and you no longer need to rely on Google for conversion tracking.

Rock On,
Nicholas Abramovic

Nicholas prefers playing {KeyWord:FoosBall} over blogging, but just thought you should know about a useful way of implementing DKI.