Video Friday for 11/27/09: All the New Google Videos in One Place
The week has been fairly quiet for new videos with everyone making Thanksgiving plans. However, there are still a few top videos and news for the week.
Google has quietly rolled out a dedicated content network channel.
The top tier videos to watch:
- Episode # 3 – Rapid Fire Web Analytics With Avinash Kaushik and Nick Mihailovski
- If you aren’t up-to-speed with the new adPlanner interface, these are good videos: Ad Planner: Defining an Audience & Ad Planner: Basic Navigation
- If you missed Google’s custom music search announcement, you can see the info here: Music search feature launch highlights
- The possibilities for automatically adding captions to YouTube have far reaching product implications down the road. Initial info: Google Announces Automatic Captions on YouTube
All of Google’s official channels can be seen in one place under our YouTube subscription page. We’re trying to find all the Yahoo ones as well (and adCenter if they ever add any). If you see new official search channels, please let us know.
New Videos from Google Business
- 2009 WPP-Google Marketing Research Awards Summary
- Ad Planner: Defining an Audience
- Ad Planner: Basic Navigation
New Videos from Google Mobile Blog
New Videos from At Google Talks
- Authors@Google: Michael Specter
- Authors@Google: Ray Anderson
- Authors@Google: Jerome Glenn
- Authors@ Google: Christopher McDougall
- Authors@Google: Ken Auletta
- Authors@Google-Dublin – David McWilliams
- Artist@Google: David LeBatard (aka LEBO)
- Authors@Google: Josh Bazell
New Videos from Google
- Music search feature launch highlights
- Google Announces Automatic Captions on YouTube
- Learn how to video chat in orkut
- Google Chrome OS Open Source Project Announcement
New Videos from Google Webmaster Help
New Videos from content network
New Videos from Google tech talks
- Search User Interfaces
- Latency and Cost Tradeoffs for Efficient Peer-to-Peer Assisted Content Distribution
- Languages Matter
- The Truth About Your Food
- How and When Prototyping Practices Affect Design Performance
New Videos from Google privacy
New Videos from Google analytics
Video Friday for 11/20/09: All the New Google Videos and a few Yahoo ones as well
This Friday there are also a few videos from Yahoo as well. If you know of any good Yahoo (or adCenter – some on Microsoft) YouTube channels, please leave a note in the comments and I’ll add them to the list of subscriptions.
Google UK did a fun video on Organise your account for better results! (You can tell it’s UK by the spelling of Organize. This is why you should have different US and UK campaigns even though we both speak some dialect of English).
My favorite video of the week is Planning and Running your First Experiment with Google Website Optimizer as it has an actual demo of the website optimizer. Multivariate really isn’t a scary word.
If you’re a tech junkie and have been wondering what the Chrome OS would look like, here it is: Google Chrome OS Open Source Project Announcement. I have a lot of thoughts around this one; such as Google Gears needs to be about 100x better before this will truly work; but at least Google realizes this should only be on netbooks at the moment.
And lastly, if you wanted to see the entire Physicians Marketing Webinar that was posted earlier this week; but was missing the last 30+ minutes; the full version is finally live and can be seen here: Connecting with Physicians Online Webinar
New Videos from Google Channel UK
- AdWords: Organise your account for better results!
- Google Local Business Centre Introduction
- Staying safe on YouTube
New Videos from Google Business
- Connecting with Physicians Online Webinar
- Driving International Success: Reaching Auto Consumers Globally
New Videos from Yahoo Ad Buzz’s Favorites
New Videos from Google
- Google Chrome OS Open Source Project Announcement
- Google & Food Network Celebrate Thanksgiving
- Automatic Captions in YouTube Demo
- Text Translation on Google Translate
New Videos from Google Webmaster Help
- Can moving my website to "the cloud" harm my listings?
- Google Search Tips
- Why would an FAQ page rank above a site’s homepage?
- Google’s YouTube Channels
New Videos from website optimizer
- Planning and Running your First Experiment with Google Website Optimizer
- Introducing the Website Optimizer Experiment Management API
New Videos from Google Apps
New Videos from Google Developers
New Videos from Google tech talks
- The Truth About Your Food
- How and When Prototyping Practices Affect Design Performance
- Mainstreaming Psychedelics: From FDA to Harvard to Burning Man
- Learning from Code History
- The MIT Energy Initiative: Sustainable Energy and Terawatt-Scale Photovoltaics
- GTAC 2009 – Closing Panel Discussion
How to Video: Getting Started with Website Optimizer is Easy
Google’s website optimizer is an amazing tool, at a great price point – free. It allows you to do A/B testing or multivariate testing of your pages to see which ones increase conversion rates.
It sounds complicated – and on the backend it is. However, it’s not that hard to get started with website optimizer and get tests up and running. Google recently did an hour and a half webinar on the Website Optimizer with a live demo of creating actual experiments so you can see how to get up and running.
If you haven’t used the optimizer yet, or you are scared to use it as it sounds too technical – then this is a great video for you to watch. It’s pretty long, so if you just want to see an actual experiment being created jump to minute 41.
If you are reading this post outside of the blog (such as in email) you may need to click through to the website to view the video.
Barrack Obama’s Campaign Used the Same Optimization Methods that You Can Access for Free
It’s easy in the small to medium enterprise world to look at huge companies and think they have access to special tools, people, or metrics that cause them to ‘win’.
While some large companies do have custom software, the advances in technology is lowering the metrics gap between large and small companies.
Google Website Optimizer and Google Analytics are both free programs that any company can use to make data driven decision. Guess what? Obama’s campaign used these same free tools to determine what combinations lead to higher donations and other visitor engagement methods.
Here is a video (it’s hand shot by an engineer at the talk, so it’s not completely steady) where someone who worked on Obama’s campaign looks at the software and the metrics used to win an election.
All the New Google Videos for the week of 11/13/09
New Videos from Google Webmaster Help
New Videos from Google Apps
New Videos from Google Business
- Think 2010: Four Winning Moves for 2010
- Eric Schmidt on Marketing’s Importance to Business Success
- Connecting with Physicians Online Webinar
New Videos from Yahoo AdBuzz
New Videos from At Google Talks
- Leading@Google: Ngahi Bidois
- Authors@Google: David Plouffe
- Authors@Google: George Steinmetz
- Authors@Google: Katherine Howe
- Authors@Google: Viktor Mayer-Schönberger
- Filmmakers@Google: Between The Folds
- Authors@Google: Tim Brown
New Videos from Google
- Breakthrough Learning in a Digital Age – Day 1
- Eric Schmidt at ANA Annual Conference
- Locking SafeSearch
- Free Holiday WiFi from Google
- Plan your weekend trip with Google Maps
- Street View: Behind the Scenes
- Eric Schmidt at Utah Technology Council Hall of Fame
New Videos from Yahoo AdBuzz’s Favorites
New Videos from Google Channel UK
New Videos from Google Developers
New Videos from Google tech talks
- Propping Open the Document Trapdoor
- GTAC 2009 – Opening Talk
- GTAC 2009 – Lightning Talks
- The Go Programming Language
New Videos from Google privacy
New Videos from Inside AdSense
Best New AdWords Features Launched Over the Past Month
Google has launched several small updates over the past month. Together, there has been quite a bit of innovation. Here are my favorite changes that everyone should know about.
AdWords Editor Updated:
The newest version of the AdWords editor launched with some very nice updates. It now supports:
- Ad scheduling
- Advanced location targeting
- Inline editing
- Editing multiple campaign settings at once
- YouTube promotional ads
- New keyword expansion options
- Set default targeting
- Supports Spanish as an interface option
You can see the full release notes for the newest version here.
Product Listing Ads:
Google announced new product listing ads:
Google Ad Planner Updated
Google made some nice additions to Google ad planner. You can now see placement listings, subdomain info, and additional graphing options.
New Alerts Features
You can set up customized AdWords Alerts to help spot issues within your AdWords Account.
Sitelinks now available for AdWords Ads
![[sitelinks.jpg]](http://3.bp.blogspot.com/_XvO3o7JhYsM/SvByJoce_-I/AAAAAAAAAD8/_EopSSaT7iA/s1600/sitelinks.jpg)
If ads meet certain quality guidelines, they can now show additional links within the ad. Good stuff for branded queries, or when you are currently sending traffic to segmentation pages.
Google Analytics for Mobile Users
Many phones do not support scripts, such as Google Analytics. If you want to track additional items, you can use event tracking to track mobile usage and apps.
New Conversion Tracking Interface
The conversion tracking interface received a facelift. Among the changes is the ability to see which page conversions are occurring on.
What’s new with Microsoft adCenter?
It’s easy to get lost in a world where AdWords seems to dominate the marketplace. However, not only is adCenter a great product (with an amazing community) they also have continued to innovate. Here’s a roundup of adCenter posts that makes it easy to catch up with the new features and improvements that have come out of adCenter over the past couple months.
SEM Beginner Series: Ad Copy Importance, Best Practices and Resources
The Silent Click – Increase Brand Awareness Online – adtech New York 2009. While this post is a recap of an adtech session, there are some charts in here that contain some great info on display that every marketer should read. In addition, there is a link to a full PDF report that shows more details of this information – great stuff.
Microsoft adCenter Fall 2009 Upgrade: Tutorials and What’s New in the Learning Center – adCenter desktop is a great tool for managing your adCenter account on your computer.
Microsoft adCenter Fall 2009 Upgrade: Improvements and New Features. Microsoft has an ad preview tool, the ability to set default time zones (this is great), and some other improvements.
Here’s an older post on this site that contains links, resources, and a comparison chart to help understand adCenter as it relates to AdWords.
Video: How to Reach Physicians Online
Each profession has different way that it uses the internet to research information. Physicians are not only looking for different information than a lawyer, the ways in which they use the web is different as well.
Google did a nice 15 minute webinar & video on reaching physicians. If you are in the medicinal marketing field, wish to put a message in front of doctors, or just want to see some good research, the video is worth you time.
Q&A Is it OK if a keyword appears twice in an account?
First, let’s define a keyword as a keyword & match type combination. Therefore, “kitchen remodeling” phrase matched is a different keyword than [kitchen remodeling] exact match.
With the above definition, the short answers are:
- The same keyword should not appear twice in a search campaign
- A keyword can appear twice in an account if the keywords do not compete with each other
- The same keyword can appear twice in content campaigns
The same keyword should not appear twice in the same search campaign
Your keyword’s visibility settings are set at the campaign level (day parting, geographic targeting, etc). Therefore, all keywords within the same campaign have the exact same potential visibility. If you have two of the same keyword in two different ad groups within the same campaign, these keywords will compete with each other. Essentially, Google will show the one with the highest Ad Rank (Max CPC x Quality Score) most often. This leads to a loss of control for the advertiser.
For every keyword, you should have in mind an exact ad copy and landing page you wish a searcher to see. If you are not sure which ad copy or landing page is best for any one keyword, then test these items within the ad group.
A keyword can appear twice in an account if the keywords do not compete with each other
It is OK if a keyword is in two different campaigns if those campaigns have different visibility settings. Some of those most common examples are:
- The campaigns are set to be shown in different geographies
- One campaign is content only, another is search only
- One is for desktop users, the other for mobile users
- The campaigns are shown at different times, or on different days
What you do not want is for a keyword to be in two different campaigns if ads from those campaigns could be shown at the same time (which they won’t as only one ad per account will only be shown on one search result).
The same keyword can appear multiple times in content campaigns
For content campaigns, the search engine examines all of the keywords in an ad group and assigns a theme to that ad group. What is more important for an ad group is that all of the keywords create a cohesive theme. Individual keywords do not matter nearly as much. Therefore, it is OK to have the same keyword in multiple ad groups. For instance, you may have these ad groups:
Ad Group 1: iPhone
- iPhone
- iPod
- MP3 Player
- 3g
- wi-fi
- mobile phone
- AT&T
Ad Group 2: Droid
- Android
- Droid
- wi-fi
- mobile phone
- Verizon
In this example, the word wi-fi and mobile phone are in both ad groups. As the other keywords in each ad group help to shape that ad group’s theme, is is OK for those keywords to appear in both ad groups.
Keep Control of Your Ad Display
The search engines are happy to take control of your ad serving. If you use a keyword multiple times in a campaign, especially if you only use broad match, then you will quickly start to lose control of your ad’s display to the search engine. Much of PPC optimization is ensuring that your ad is only shown under specific conditions.
Every time someone conducts a search that matches a keyword in your account, you should control exactly what ad copy and landing page will be seen by the searcher. Only by asserting control over your own account will you find true PPC success.
Latest SEL Column: How To Bid Profitably On Non-converting Keywords
There are many studies that show that using both organic and paid together creates increases in CTR and conversions, even if the ad is not clicked.
However, many of these types of words are early in the buying cycle. It is very hard to monetize keywords early in the buying cycle as often someone is still conducting research before buying. However, that does not mean these keywords are useless. Often consumers will ‘lock-in’ to a site, or find enough information on your site to finishing going through the buying cycle and create a conversion.
However, how do you set bids for keywords that often do not lead to direct conversions; but for ones that you still wish to find some visibility?
You can use a combination of the new goals in Google Analytics (page views per visit and time on site) and the budget optimizer, which tries to maximize the clicks that any one campaign receives.
The two of these in combination with each other allow you to set ‘branding awareness’ or ‘informational campaigns’ to take advantage of these words.
My latest Search Engine Land column walks through the procedure for setting up these campaigns and how to measure them for effectiveness:
Google AdWords
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