Adwords And Google Data Studio: Wordstream Alternative

I’ve been managing Google Adwords campaigns for political campaigns mostly but recently I stepped out into managing the Adwords campaigns for an IT consulting company. It’s a little bit of a challenge I’m not going to lie. More than just matching the search with the keyword I need to attract only business customer and cut out residential. So as you can image someone Googles “IT Help Desks” and they might be looking for a specific help desk, a personal help desk or a help desk to contract business services too.

Wordstream Free Alternative

In Ultimate SEO‘s  struggle to compete in this expensive market I tried Wordstream out for a week and a half of so and thats really not enough time to get much actionable help. I was pulled into a sales demo consultation and sure it seemed like it could offer insights but WOW … the expense associated with that out paced any other SEO tool I use. I felt the main task Wordstream was completing was organizing and presenting the data in a way that I could see the areas of need. Google Data Studio has been doing that for me in SEO for over a year now so I’ve tried my hand at making a Google Adwords Google Data Studio report with the aim to save about three hundred a month from getting Wordstream.

google data studio adwords

google data studio adwords

Data Studio Adwords Template

Google Data Studio also lets you copy reports that others make available and you can attach your own data respository to populate the report. Basically if you want a Google Data Studio Template for Adwords you’re welcome to copy this report in Google Data Studio.

I’ll come back in a month and let you know how this free product helped or didn’t help me rather than paying PPC software provides.

Ultimate SEO”Ultimate SEO”

52 Tools And Counting: Mostly Free SEO Tools – I Actually Use

There are actually a couple lists of tools on this page.  Check them out and come back for more in the future.  What you wont find in this list is a tool that has asked or paid or communicated with me concerning the list.  This is an honest collection of what I want to keep links too.  If you want to be on the list feel free to maybe comment?  If I find it useful and use it I’ll add a link.  Otherwise maybe someone else will like it from your comment link and they can make there own list. 🙂

seo tool

seo tool

Over 50 SEO Tools, Mostly Free

As I go through my SEO day I type the same addresses over and over to get to a collection of useful tools.  So I decide to post them as links once and for all, for my own benefit but also for others who may come here for a backlink indexer but find there isn’t one … but there is a list that includes one of the best.

A quick highlight of some of the tools and how I plan to build on this simple list.  First, I’ll address the second thing I noted…I plan to build the list out from its initial 52 to hopefully a hundred with the promise I’m not just adding crap tools or duplicate tools over and over.  Now as a highlight of some of the best tools on this list I’ll put some details in the coming weeks in a section below the list. There is also another mini list that includes tools for text and html below the main list.

More Tools – Text and HTML Free Tools

I’ve turned 40 today so I figured I’d make a top 40 list of tools and guides. The first one I’ll note I didn’t use for Web Design, I just used it to make a choice for me.

Generate Random Choice – When you’re on the fence and need some decision help.

Random Word Generator – Brainstorming

Adwords And Titles

Capitalize the First letter of Each Word In A Sentence

Free Photoshop Like Web Tool

Pixlr

Site Speed

Compress HTML Code

Uncompress HTML Code

CSS Minifier

Merge CSS OR JS Files

Testing

CSS HTML JavaScript With Output Test Environment

Fast Web Design

Hexadecimal Color Picker

JavaScript Popup Maker

HTML List Generator

Convert URLs to HTML Links

CSS

CSS Beautifier

HTML Modifiers

HTML Formatter

Convert line breaks to paragraphs

Remove Duplicate Lines

CSV

CSV to XML Converter

Text Format And Order Modifiers

Alphabetical Order Tool

Remove Line Breaks from Text

Date And Time

Epoch Timestamp To Date

Time zone list – HTML select snippet

Adding a User to Google Adwords as an Admin

The easiest way to allow someone else to administer your Google Adwords campaigns is likely to add them as an Admin to your existing account. This allows you to own the campaigns and keep the records long after the user has ended their work on your project. It also leaves you still in charge of the budget and keeps you in an oversight role of your campaign.

Google has made it easy

to add an Admin to Adwords.

Step One. In Adwords click the wrench, labeled “TOOLS” you’ll be able to then select “Account Access”

Adwords Account Access For Adding An Admin

From the Account Access screen click the blue circle with the plus in it on the left-hand side of the page. A lightbox opens with four options.
To add an Admin who will be able to manage the accounts campaign you will likely need to select “Standard”
This gives them access to the make changes to the campaigns but doesn’t allow them to manage who has access to the account, that stays with you.

After selecting “Standard” you can enter their email address. If you’ve hired me, you can add me using the following email address:

Giving Rights To An Adwords User

Once you have completed this all you need to do is set back and keep up with what’s happening. Don’t be afraid to ask why someone is doing something either…

Common Metrics

As a general rule of thumb these are the metrics people consider good.

CTR = Click Through Rate = 2%
Video View Rate = 15%
CPC = Cost Per Click and CPI = Cost Per Interaction are variable and what is good depends on the product or service you are engaged in…

Remember that your Ads are ranked for quality 1-10 10 being the best quality. The higher that number the less you will have to pay to present your ad. It makes sense, if someone has a good highly effective ad and another person wants to show their low-quality ad more they have to pay a premium. You either need quality or more money to get your message out. If you have both then watch the Impression Share metric. This number tells you how much of the supply you are taking advantage of for your keywords. Obviously if you have a high-quality ad, that doesn’t cost a lot you’ll want to run that even more often. If someone else has a low-quality ad they’ll have to pay for the right to push you down on the page.

Friendly advice

You should make lots of ads for the same keywords, Google will find which gets the best reaction and show it more and more.
Use negative keywords. Its actually almost more important to know what you don’t want to advertise towards as it is to know what you do. Common negative keywords for almost any Adwords campaign include:

Common Negative Keywords:

-craigslist
-directions
-ebay
-facebook
-free
-free sample
-game
-games
-lyrics
-map
-maps
-myspace
-nude
-porn
-recipe
-samples
-sex
-sexy
-utube
-you tube

And finally I want to say check out Ultimate SEO. Its a great site.

Google Data Studio: Know What You Already Know

Sounds odd right?  But it’s a challenge in today’s information overload and with all the metrics we track some basic questions are likely overlooked.  I think we all easily know how many people visited our site, most of us have Google Analytics set up, we should all have Google Search Console as well.  (More on that in another post … often people don’t know that both are essential pieces to SEO).  But here are some basic questions I’d ask anyone with a website…

Your Web Sites Data Should Answer

  1. Which page on your site gets the most hits, other than your homepage?
  2. Which page is the most likely page for a visitor to leave your site?
  3. What did a person type into Google search to get your site as a result?
  4. What percentage of searches are you getting when someone searches a keyword you’ve targeted?
  5. How many pages on your site are indexed in Google and how many are indexed in Google Mobile?
  6. What’s your average visitor like?  Are they into News And Politics?  Do they have children? How old are they? Are they urban or suburban people?

You might say who cares…but then you would be someone who doesn’t Know What You Already Know.  All of these answers are already available to you if you are using Google Analytics and Google Search Console.  Each one is important to know to ensure you’re successful.  If 85% of your visitors leave your site on one page then you likely need to review what about that particular page makes people leave your site.  If no one visits this section on your site is there any reason to expand it?  Knowing your audience is the second rule of almost any endeavor.  I’ve always operated with the idea that the first rule is to get your story out first, then second know your audience.

“If only HP knew what HP knows, we would be three times more productive.” Lew Platt, CEO, Hewlett-Packard.Mar 12, 2013 …. fun fact Lew Platt died in 2005, so how he said this in 2013 I’m not totally sure.

A suburban mother in her 50s, who likes cooking shows is likely to be receptive to a different message than a city living single 25yr old male who’s into books and reading groups.  If your site is using the same tactics with both you’re likely missing the attention of at least one but often both.  Just think of their days and how different they are…one likely wakes up early and has to get the kids off to school, drives a larger car farther every morning and maybe listens to the radio in on her commute.  The other wakes up just in time to shower and catch a train to the office.  You already know these things, you just don’t know it.

Google Data Studio

Google Data Studio makes graphs and graphs on graphs but beyond that it connects to repositories such as Google Analytics, Google Search Console, Adwords and much more.  Heres a pdf report I recently made that connects all of those and I export Bing data to a CSV file and it accesses Bing through that CSV.  So I can mash up all that and make something that tells a story.

Data_Studio_Report

Pretty cool right?  Some of the terms and labels are removed to keep the report semi-anonymous but its easier to understand the whole picture when its all together.  Highlighted tour..

  1. Sixth page shows us that 12 to 1pm are the highest hours our site was searched.  We came up just under 2nd in these searches.
  2. Page seven shows us that our average page loads in 8 seconds which is pretty horrible, but before we go fixing the site…not all pages load the same.  Three pages represent 95% of our wait times…so we should be focused on what is wrong with just those three pages….(which if we thought 8 seconds was bad, the worst page is closer to 11 seconds) . Not surprising that page is also the number one page that people leave our site.
  3. Page five shows that 64% of our clicks were from the “hybrid cloud” ad group, but it only made up 19% of the ads we showed on Google Adwords.  Is there something wrong with the other ad groups, or is this a service that we should focus and expand on?
  4. Page four deals with Search Console … organic SEM or pure SEO stuff.  Of the 1183 times our site was in the results of a person’s search…we were clicked 8 times.  That’s about 25% of the clicks we should be shooting for so whats wrong?  Likely position or the metadata from our site isn’t compelling.
  5. Page Three we see in the center our average position in search results.  Notice that tablet users see us much higher up than desktop or mobile users.  Should we change that or should we own it and focus on tablet users?
  6. Page Two we can see that our bounce rate is highest among Bing Ads users.  Overall the site’s bounce rate is 4.7% which is astounding but in our average page views we see SEOProfiler is our number one source of page views…thats not real users its a tool crawling our site that I use, its likely causing the bounce rate to artificially seem great and it is alarming that our biggest source of traffic is a diagnostics tool.
  7. Finally Page One, the one most people would have started with…this is the first week I’ve been running this client’s Adwords account, so it’s not performing to the level yet that we will need, the CTR of .7% is low, our goal is 2%.  But we’re just starting out and it is promising that our impressions are up 128% from the week prior and thats largely revenue neutral right now.

Thats a lot of info.  We discussed hardly any of it too.  I like Google Data Studio, and most of my clients do too.