The changes,
which are in place now, allow for technical data to be collected within PPC
dashboards that can be easily identified as being brand or non-brand related
traffic. As the two have always typically performed quite differently from each
other, most of the paid search teams such as Ranking Solutions’ PPC division
analyse both sets of keywords separately.
In a bid to
make these tasks easier, Google has introduced a smart feature to their
Analytics program that segments non-brand and brand, or generic, paid keywords
or AdWords search terms into their own distinct channels, automatically. This
is a relief for many looking after their own Google AdWords accounts and for
those marketers who undertake PPC campaigns for their customers, as the need to
incorporate filter strings or having to build custom segments is now no longer
necessary.
The program
uses factors such as click-through rate, domain name and text string, the
analytics now makes assumptions on what keywords can be listed as Brand terms.
Placing them within the ‘Brand Paid Search’ channel, all additional non-branded
keywords or search terms are subsequently grouped together under the ‘Generic
Paid Search’ channel.
The new
‘Manage Brand Terms’ feature can be located under ‘Channel Settings’ which is
within the ‘Admin’ tab. This will allow the user to manage their list of
keywords which Google will include within the ‘Brand Paid Search’ channel. Any
discrepancies that any operator may need to address regarding the
identification of brand and non-brand keywords can be easily resolved by
reviewing the terms found within the PPC dashboard. Users are able to accept or
decline search terms and add further search terms to the ‘Brand Paid Search’
category, including misspellings and those that previously were not included.
RS London is
a digital marketing agency that regularly reacts to industry news. The company
reacted positively to the changes, arguing that they would make managing PPC
campaigns more straightforward.
“With
changes taking approximately 48 hours to bed in, anyone making these changes
should see more ease of use working with PPC campaigns,” a representative for
RS London said.
Adding: “We
go above and beyond to offer the right assistance to those customers for whom
we provide PPC campaigns to and with this handy feature, we can improve
accuracy even further whilst lowering the workload for our PPC team.”
To find out
more about RS London and the seo, ppc, social media and web development
services that they offer, visit their website at www.websitemarketinglondon.co.uk.