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The mobile internet has exploded over the past year. If you’re new to mobile advertising, it can be an easy first step to extend your existing online campaigns to the mobile platform. As a next step, it’s important to analyze what performs best on mobile and to identify ways to optimize your campaigns. Recently, in this case study , Razorfish shared how they tested different approaches to the mobile campaigns for a Fortune 100 retailer. Here’s a recap of what they learned: To start, Razorfish simply replicated the client’s desktop campaigns, focusing on branded keywords, but selected to target mobile devices with full Internet browsers. They then experimented with a few changes to the original campaigns. First, they tried different landing pages to identify which actions their customers were looking to complete on their mobile device. Next, they developed multiple versions of ad text, including a mention of the specific mobile device, and compared performance to the original text. Overall, the optimized campaign yielded higher conversion rates. According to Razorfish search manager Brian Bartek, “the three new [ad] versions provided over 9.3% lift in conversion rate over the strongest performing copy in their desktop campaigns.” The complete case study is available here . For more information on mobile advertising opportunities, visit http://www.google.com/advertisers/mobile/ . Posted by Meredith Papp, Mobile Ads Team

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Driving efficient conversions with mobile ads

We are often asked about how to maximize the ROI from Content Network campaigns. What type of targeting should I use? How many keywords and ad groups should I have? How can I develop effective creatives? Behind the scenes of many new product introductions this year, we have developed a set of best practices to answer some of these questions for you. Recently introduced as part of a new initiative called Optimization University, these are now available to everyone through a series of 6 videos and the Getting Started guide . The guide and videos provide a conceptual walk-through and product demos of major steps in executing a Content Network campaign. campaign setup best practices creative appropriate ad groups selecting effective keywords developing high impact ad creative bidding strategies conversion tracking and tweaking for ROI Along with simple tips and tricks to improve ROI, we also go over several tools, such as Wonder Wheel , Keyword Tool and Conversion Tracking , that help you be more efficient with the process. The recommendations are based on our analysis of thousands of campaigns, successful and unsuccessful ones, to understand what works and what doesn’t. They are easy enough for you to start applying them to your campaigns today. If you’re starting a new Content Network campaign, watch the first video below; you may find it to be particularly valuable. ( click here to view video ) And you can always bookmark the playlist or find all the latest videos on our YouTube channel . Posted by Aman Govil, Product Marketing Manager, Google Content Network

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New ways to optimize Content Network campaigns

Next week on December 7th and 8th, you can catch presentations by the Google AdWords team at SES Chicago . We’ll be offering practical tips on how to quickly improve your search and display ads performance in the following sessions: What’s New and Exciting with Google Analytics : the latest tools and reports from our Analytics platform. Getting the Most Out of AdWords Optimization Tools : improve your campaigns with recently added AdWords features like the Opportunities tab, new data segmentation options, and custom alerts. The Next Generation of AdWords Bidding: Conversion Optimizer : learn how the Conversion Optimizer tool can help you achieve double digit percentage increases in conversions without increasing the cost per conversion. Finally, if you want to learn more about AdWords optimization tools, you can also watch a video walkthrough of the improvements we’ve made to AdWords this year. Ariel Bardin, the lead Product Manager for the AdWords web interface, will take you through the major new features and give you tips on managing your campaigns more efficiently. Posted by Miles Johnson, Inside AdWords Crew [Note: this post has been reprinted from the Inside AdWords Blog ]

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AdWords & Analytics Sessions at SES Chicago

Pay Per Click (PPC) advertising is among the most effective methods of targeting potential customers and attracting them to your website. Contracts with the various Internet search engines such as… [[ This is a content summary only. Visit my website for full links, other content, and more! ]]

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How To Make The Best Use Of Pay Per Click (PPC) Advertising

What do you expect from a Pay Per Click Advertising Company? Have you had positive, negative or mediocre experiences? Are you sourcing a PPC agency for the first time? A Pay Per Click Advertising… [[ This is a content summary only. Visit my website for full links, other content, and more! ]]

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What to Expect from a Pay Per Click Advertising Company

For most, the holiday season is about giving; for some, though, it’s unfortunately about taking – through scams, identity theft and more. With the holidays approaching, many of you are beginning to update your ads and content for a busy marketing season. Are you also checking that your systems are updated with the latest security patches? Do you know who has access to your account(s)? Is your account information/passwords strong and secure? As part of our holiday campaign countdown series, we’re pleased to bring you a webinar on Wednesday, November 18, 2009 at 11amPST highlighting account security best practices and tips to keep your campaigns running smoothly during this busy time. In this training, we’ll cover common security techniques, review ways to identify suspicious internet behavior and suggestions on the best ways to protect your computer and your personal information. Additionally, learn about an existing Google feature that allows you to better manage your account and thus improve your account security. Date & Time: Wednesday, November 18, 2009 at 11amPST / 1pmCST / 2pmEST Register here Posted by Nina Hoang, Account Security Team

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Upcoming webinar – Google Account Security: Tips & Best Practices