AdWords Account Limit Increases
When your campaigns are showing signs of success, the last thing you want to hear is that you’ve hit the maximum number that you can run simultaneously. Thankfully, this past March, Google increased the limit of campaigns you can run per account up to a whopping 10,000 at a time, with access to use three million keywords (this was a huge increase, with the previous number being 500 accounts and three million keywords.) Although this number may seem overwhelming, your AdWords account options make these campaigns easy to manage and maintain from one place. AdWords Editor, AdWords API and multiple other services have also been updated to work in conjunction with the increase. The 10,000 campaigns can include both those that are active or paused ensuring that you don’t have to eliminate accounts when you are approaching your cap.
As the number of campaigns you manage increases, you may want to consider integrating the use of applications to reach more consumers. The AdWords API refers to the system that allows developers to create applications that directly engage the AdWords functions. The API allows you to manage your accounts by providing access to custom reports based on keyword, ad text, URL and more.
Visit the My Client Center to create your own account for API. Once you are set up, you will be able to access your account details by clicking the “My Account” tab within AdWords. This system provides synergy to ensure that you are getting the most out of your accounts by soliciting your campaigns across a series of platforms. You may want to consider hiring outside developers because of the intense amount of knowledge required for a solid set-up.
Please note that the utilization of AdWords API is most useful for companies managing a mass quantity of campaigns at once. This includes but is not limited to Search Engine Marketers (SEMs) and companies that are responsible for a large number of client accounts. You will need to adjust your accounts to an additional set of revised limits within your API account such as Headline Length, Display URL length, and more. For a full set of limits visit the developer link at the AdWords Help Center: https://developers.google.com/adwords/api/docs/appendix/limits.
With the new increase, it is unlikely that you will have to worry about reaching your limit, however, should you get close, a notice will be posted to your account. When you are building your keyword list, go into the project with the customer in mind. Choose the words that are most likely to be triggered by search queries, and try not to waste space on phrases and words that won’t result in sales. Depending on whether you opt to use broad, phrase or exact matches you’ll want to try to limit your keywords to around 20 per campaigns (give or take a few depending on how specific you want to be). You’ll also want to consider grouping keywords thematically to get the most effective results. Keeping these tips in mind will help you get the most out of your campaigns without maxing out on your AdWords limits. Remember as a rule of thumb, unless you’re managing a huge quantity of campaigns at once, less is usually more.
Despite the new increase, the basic rules for creating your campaigns stays the same. Try organizing your campaigns by theme, and use the appropriate demographics to reach the most relevant audience. You will need to be extra careful to check that you are not using the same keywords across multiple ad groups. Even though you may be handling a larger number of campaigns than usual, still maintain specificity among ad groups and pick placements that are going to be most accessible for your potential customers. When in doubt, imagine that you are working on a smaller scale. Even though the number may have made a jump, your general know-how should assist you in creating successful campaigns. One exception to that: should you decide to work across applications, you may want to reach out to developers who are a bit more tech-savvy in that department. You can view the full list of increases by visiting the AdWords Help Center.
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New Phrase and Exact Keyword Matching in AdWords
When you are putting together your ad campaigns, you want to know that you are snagging as many potential customers as possible. The last thing you want to be worrying about is damage control. Unfortunately, for many PPC advertisers this was inevitable. Because of the way that exact and phrase matching formulas were created, something as small as a misspelled word could keep your ad from showing up when users submitted related search queries. Lucky for you, that’s all about to change because the scope of exact and phrase match related queries in AdWords is about to expand drastically.
Starting in the middle of May, Google has announced that they are releasing a revamped version of their exact and phrase match tools. This upgrade will ensure that your ad will be displayed to relevant customers, even if they slip up and confuse a word or search on a variant. In addition to misspellings, the new formula will work to include other variants of your keywords or phrases including by not limited to acronyms, plural and singular forms, accents, abbreviations and even “stemmings.”
Stemmings refer to base words which can take on a variety of other meanings. For example “Gardening” is a stemming of “Garden.” You can see why it’s so crucial that these words are also being included within the phrase and exact match universe. With the new upgrade, you won’t have to worry about potentially missing out on eager audiences whose phrasing of a search was slightly different from your keyword.
Previously, exact and phrase match options made for more limited returns on search queries. For example if someone triggered your ad on a Phrase match: “keyword” then your ad would have only appeared because it was the in the exact word order. If they searched for “Pizza Delivery” only ads with the words “Pizza Delivery” in that order and spelling would appear. With the new changes, ads will return on searches such as “Fast Piza Delivery” or “Pizza Delivering Now.” Similarly, before with Exact matches, your ad would only appear if the search query matched the keyword exactly and excluded any other words in the search term. Now when someone searches for [Pizza Deliveries] or [Piza Delivery] this will still be considered an exact match on [Pizza Delivery].
These changes will be put into effect automatically, but you can deactivate this new feature should you choose to restrict the exact and phrase match options to exclude variants. When you are modifying a campaign under the “Settings” tab in AdWords, simply click the “Keyword Matching Options” link located inside the “Exact and Phrase Match” section. You’ll want to click the box labeled, “Do not include close variants.” The keyword matching options are located within the “Advanced Settings” section.
Because of the changes, you will also see some differences in the related search terms reports. For example, the “Match type” column will now designate whether the type of search term match was exact or if it was a close variant of your set keywords. You can also segment this data in an attempt to try to get a deeper understand of how your keywords, and their variants, are performing.
One other important thing to know – your exact keyword is used exclusively to calculate your Quality Score and first page bid estimates. Close variants are not included in the determining factor of this number.