Power Posting is an AdWords account tool to better control a campaign. Power Posting lets you specify additional information for individual keywords or phrases within an ad group. An ad group with 18 very similar keywords (optimizing well-targeted, effective creative) may be best managed down to the keyword level. Each keyword within an ad group can have a landing page URL (for tracking purposes) and a different price
I know a number of the serious adwords players around here have mentioned it, but I dont think we have ever dug deep into it.
Personally only yesterday I got a bit of a lesson into powerposting, and for the 1st time today actually found a page about it:
[adwords.google.com...]
so as they say, PowerPosters, bring it on...
Shak
We only use Power Posting now.
The page you mention covers off the basics of it pretty well, but it's useful for raising and lowering bid prices for keywords in an attempt to try to get more or less traffic.
An example :
You have 10 keywords relevant to a particular thing that one creative can cover. For most of the keywords you are able to bid 20p and be ranked in the top 3 on average, but for one of the keywords your 20p bid leaves you wallowing on page 3.
Prior to power posting you'd have to take that keyword and move it into another ad group on it's own and bid the £2.00 needed to get you in the top 3.
Now you can keep the word in the same group, with the same creative but tell Google you want to pay more (like £1.80 more) just for that one keyword.
You can also use the one creative and send the visitors off to a different landing page depending on the keyword, so if you had a product available in say pink, blue or red, then if someone's search was red widget you could take them off to the red widget landing page, but if it was just widget you could have a generic landing page.
We use it in conjunction with a tracking tool to enable us to see per keyword the clicks, and corresponding sales, without the need to have hundreds of landing pages, each keyword has a unique URL, but ends up at the same place.
How to power post?
I'd suggest that Google explain it adequately enough, so RTFFAQ
I have seen my conversion rates increase through delivering particular keywords to relevant, keyword customised end urls and ROI increase as I have individual control over keyword bidding.
I personally never create an adword without power posting.
The phrase matching is also extremely helpful for control freaks like myself :)
[google.com...]
<added>This url contains a popup flash tutorial, a little heavy but worth the download</added>
We've come across things like terming with FindWhat, <<Usearchword>> with Espotting but not come across this with Google. I've asked for clarification and if I hear anything I'll be sure to post a response, but wondered if anyone could shed any light on it?
We could have a extra "Set Individual keyword CPC" link for the keywords for each AdGroup (in the campaign details page). Clicking on the Set CPC link should open a small popup window (with a list of keywords) where we can enter a different max CPC.
Entering ** for each of the keywords leaves me starry eyed.
<Added>
Yes - I would like to know more about "Dynamic Keyword Insertion". Last time I emailed them, they didn't respond. Probably it is under some kind of beta test? And the author unintentionally let the whole world know about it?
</added>
author unintentionally let the whole world know about it
Or the author didn't know what he was talking about... :)
I read that article too but I came away wondering if he was talking about adwords or his firm. It could be in the works at adwords. It could be that the firm that the author works for is creating hundreds of ads using a dynamic keyword method (say mail merge in Word) before posting the ads. It really isn't that difficult to do and if you use toggle and cut and paste, it wouldn't be all that much more time consuming. Especially if the returns were worth it.
In the absence of any guidance from Google to the contrary we'll assume that such a feature doesn't exist and carry on as we are.
GoogleGuy care to give us feedback on this?
We use a Excel power tool
I have to say that a complete understanding of the special features of excel and word can do wonders for cutting time when doing large ppc campaigns or data feeds. We use formulas to do basically the same thing.
I create all of our XML and data feeds from templates in excel.
Adding a new or updating an old second tier ppc engine is as easy as apples by copying my OV ads into excel and quickly tweaking tracking codes and anything else in mass as needed.
I love excel! Word's not so bad either. :)
I know i would post a lot more googleads if that were possible. Even with the powerposting there is a lot of cut and paste.
It would be great to be able to download a googlead report, make some changes and additions, and then upload the excel spreadsheet again.
Also might be nice if you could go through and instead of specifying a price, specify the desired average position so you could get a feel for costs and get a tiered keyword scope like an Overture rep will provide.
In addition to:
keyword ** $5.00 ** URL
make it possible to put in:
keyword ** P1 ** URL - where P1 indicates you want the projected price for the top spot.
then once you get the estimated cost by position back be able to go back in with:
- keyword ** $5.00 ** URL ** Title ** Creative Line 1 ** Creative line 2 -
and be up and running in a snap.
Of course the easier they make it to get campaigns up and running, the faster bid prices are likely to escalate.
A little check box at the top could enable you to choose which type of data you wanted to get out or put in.
1) Input bid prices and get projected clicks and ranks
2) Input desired ranks and get projected prices and clicks
3) I know what I want, here's the bids, URLs, keywords, and creative.
[adwords.google.com...]
Is there any way to throw creative into this mix
Well, if you are just looking for dynamic keyword insertion in excel, you could do it this way (there are probably more ways than this, but I am a formula freak in excel)
Example:
In column A, copy "Find your" as many lines as you have keywords.
In column B, paste your keywords.
In column C, put "here"
In cell D1, put this formula =a1&" "&b1&" "&c1. Copy it down as far as you have keywords. In column D, this should now appear. "Find your widgets (or your keyword) here." Copy column D, and then use paste special, value only. The formula goes away and the dynamic keyword phrase creative is all you are left with.
Copy, Toggle (ALT+TAB) to adwords, paste each one into a seperate ad. Which isn't as painful as it sounds if the landing URL is the same. I don't do this personally, but it is one way to do it if this is what you are looking for.
[edited by: hannamyluv at 2:55 pm (utc) on June 2, 2003]
Actually was hoping to be able to put everything together in Excel or access and then just cut and paste the whole thing into AdWords instead of doing it line by line.
To be able to add creative & display URLs also via Excel would be brilliant.
As a web programmer myself (but without lots of time) I know thats possible.
I am new to this all and I am developing my campaigns. I have it on my to do list somewhere to organize all my results in the next 4 weeks of initial testing.
A simple program would be very helpful for us all. It should not replace the Adwords Web Interface at all, and also not replace Excel.
Suggest maybe getting some feedback from GoogleGuy first though.
In layman's terms, the power posting tool's main feature is to allow you to specify different prices for different keywords within your ad.
It also has the ability to specify the landing url page seperately per keyword.
HTH
Davester
Thanks Shak for starting this thread here. This info made my week! I'm going to start using this tool for sure. I like the suggestion about different creative for different keywords.
Is there any way to powerpost (say 100) different key words and have a different ad group creative for each one - or do I have to do it the old-fashioned way?
I just started my first campaign (I'm a tech guy, not a business man) I don't really have yet use for complex ad-keyword-target constructs with insertion of keyword lists and the like.
If there is a market for such tool (and google shouldn'T ahvfe a problem with it as it makes them more money) I'll get right to it :)
SN
