Penguin- Google Latest Web Spam Algorithmic Update.

Penguin updates is Google new algorithm change which will decrease rankings for sites that Google believe are violating Google’s existing quality guidelines. We can say Penguin will target the web spam. Google said, new update will effect the 3.1% of organic search results in Google.

 But question is what is web spam and which practices Google will consider as web spam. Some of the web spam techniques are Keyword Stuffing, Clocking or Hidden text, Doorway pages, creating multiple pages having same content, Paid links etc. You can read more about spaming at Google webmaster Guidelines.

Beside this, Cutts also talked about the over SEO of websites and these websites now can get penalty in Google search results ranking. But what are the parameter which Google will consider over optimization are not clear yet.

If you think your website should not effeted by Pengin updates Google provide the feed back form for those website owners.

Display Network Best Practices in Google Adwords

Google Display network has millions of partner websites, which include the top news websites, blogs, You Tube and thousands of websites which have millions of daily traffic. So display network gives advertiser opportunity to reach the maximum no. of relevant audience. You can choose the broad reach targeting which will show ads on pages that match your primary targeting method.

Some of the practices which can help you in generating better results for your campaign are:

Create Separate Campaign for Display Network: Always create separate campaign for display network so you can have more control on display network and you can make changes or experiment enough on Google display network (GDN). Also if GDN would not work well then it will not effect the performance of Search Network.

Use all format or sizes of Banner Ads: Banner ads work very well in GDN, a well designed banner ads can incerse the ROI and CTR of campaign. Use all sizes of banner ads so your ad can appear on all types of websites. Try to use different colors, ad texts for your banner ads and keep checking which ad is working better for your campaign.

Create Different Ad Texts for GDN: People have different behavior in search and display network. In search network people are looking for your products and servies but in GDN we are putting our ads in front of them. So ads which are working well for search network doesn't mean they will work for GDN. Be creative in writing ads and think how you can grab the attention of visitor in GDN. A well written ads can improve the CTR of ad group and convey right message to audience.

Select the best Display Network Targeting
Google adwords provide the different tagreting methods to target the audiences. These methods are:

Contextual Targeting:  In this targeting Google evaluate the all of your keywords and show your ads to all those websites have same keywords themes. Choose 5-20 keywords for your ad group and make highy themed ad group for your campaign.

Managed Placement:  In this placement you can select the website where you want to show your ads.You can manually add the websites and bid higher for these selected websites. Managed placement gives you more control where you want to show your ad.

Topics: You can target your ads to all those websites that include content about topics you choose

Interest Categories: You can target audience based on their interest, this is based on the websites user visits on internet.

Remarketing: Remarketing gives you more options to target the audience. In my previous blog post you can know more about Remarketing .

Use Negative Keywords: Negative keywords can prevent to show your ads on all those websites or web pages whose topics are irrelevat. More negative keywords you add, lesser will be chances to show your ad on irrelevant topics.

Site and Topic Exclusion: You can exclude all those websites which are not giving you conversions
or which are not working well for your campaign. You can also exclude the topics for your campaign.

Avoid Dynamic Keyword Insertion:  The main reason for this is no keyword is used to trigger your ads on the Display Network, so keywords insertion will not work properly for GDN.

Call Discrepancy in Adwords

Sometime you see calls data at Call extension and Dimensions are different, or you see adwords show more no. of click to call received data than actual calls. Do you know why is it so?

The reason is, sometime a person might click on the call extension on a mobile device and after clicking on the call extension the person needs to press the call button to give you a call. So sometime what happens is that if a person clicks on call extension and does not give you a call then the only click for the call extension is recorded and it would not be recorded in call metrics under dimension tab.

In order to know how many people clicked on the call extension using mobile devices look the data by "click type". If you check this data with the data in the dimension tab you will see that data will be almost matching.

Access Adwords in your Mobile Phone

In digital marketing last year was the year of mobile and no. of mobile user are growing in exponential rate. Now you can do almost all kind of work on mobile which you used to do in your laptop or desktop. Let me make previous line more specific, now you can manage your Adwords account on mobile which you used to do in your laptop or desktop.

Suppose you are travelling or attending an event or party and suddenly you remember to pause campaign, or to change daily budget of campaign or to pause keywords without any delay. Now you can do all these changes, if you have mobile interface for Android, iPhone, and Palm Pre devices.

You can access your adwords account anywhere at anytime in your cell phone. You can monitor your campaign, make changes and do almost all things which you can do at your desktop. You can access the adwords for mobile by using the http://adwords.google.com/dashboard/Dashboard. If you want to know more, then please watch the video given below.

Adwords Keyboard Shortcuts

Account Navigation Shortcuts

• G then O: Go to All Online Campaigns
• G then C: Go to Campaign Tab
• G then R: Go to Ad Group tab
• G then K: Go to Keyword tab
• G then N: Go to Network tab
• G then S: Go to Settings tab
• G then U: Go to Audience tab
• Ctrl (+) right arrow S: Go to next campaign or ad group in sequence
• Ctrl (+) left arrow S: Go to previous campaign or ad group in sequence

Table Navigation and Shortcuts

• J/K: Next/Previous row in primary data table
• X: Select current row
• E: Edit
• P: Pause
• N: Enable
• D: Delete
• L: Download

Adwords Impression Share Metrics Glossary

Adwords glossary has long list and some of common terms are ctr, cpc, cpm, cpa, ad rank, quality score, conversion rate, impression etc. Still there are few terms or metrics which are used or read by us less often but are important. Impression share metrics is one of them which are ignored by us or we used to check them less often than other metrics. These metrics are:

Impression Share (IS): Impression is when your ad is shown to a user. So impression share is the percentage of impressions your ad received divided by the estimated number of impressions you were eligible to receive.

Exact Match IS: The percentage of impressions your ad received for searches that exactly matched your keyword divided by the estimated number of exact match impressions you were eligible to receive. Exact match IS show the report for only search network.

Lost IS (Rank): In simple words, your ad is not shown due to low cpc bid or quality score (Ad Rank= Quality Score x Bid)

Lost IS (budget): Your ads did not stop serving during this time due to your budget maxing out.

So if you want to reach potential customer all the times impression share metric should be close or near to 100% where as Lost IS (Rank) & Lost IS (budget) should be close to zero. Mathematically we can write all these metrics as :
Impression share + Lost IS (budget) + Lost IS (rank) should always = 100%

In order to find these metrics at adwords, you need to go to Dimension tab and then at Column under competitive metrics you can find all these metrics.

A few weeks back Google adwords accounced to show the Impression Share, Exact Match IS and Lost IS (Rank) metrics at ad group level, most probably at end of this month we can see these metrics in our ad groups.

Broad Match Modifier in Google Adwords

If you are mainly using the phrase and exact match keywords in your ad group, broad match modifier can help you to reach all those people who are searching for same kind of keywords phrases you choose for campaign. Modifier broad match show your ad for more relevant searches and has greater reach than phrase and exact match keywords. Broad match modifier helps you to get more relevant clicks and improve the conversion rate of campaign.

By using the modifier broad match your ad can show for keywords phrases which are misspelled, singular/plural, synonyms, abbreviations and acronyms, related searches and stemmings (like "shop" and "shoping").

You can implement the broad match modifier by putting the +sign next to keywords in broad match. For example, for keyword 'school shoes' you can set modifier match as +school +shoes. Make sure there should be no space after + sign, but there should be space in between two keywords.

• Correct: +school +shoes
• Incorrect: + school + shoes
• Incorrect: +school+shoes

If you are using the broad match keywords in your ad groups, Google adwords recommend to keep existing broad match keywords active and add new modifier keywords in campaign. It's not good to change the existing broad match keywords to modifier broad match, because it can cause lower click through rate and conversions.

You can read more about broad match modifier at Google Adwords help support.