Jennifer Harney

AdWords Account Access and Analytics Access

If you decide to employ an outside agency such as Keel Over to manage your PPC campaigns you will need to allow Analytics and AdWords account access in order for your PPC campaigns to be efficiently managed. Here is a step by step guide on how to do that.

Analytics Access

It’s possible to add as many users as you wish to your Analytics account. Firstly;

Step 1.

Sign into your Analytics account.

Step 2.

User Management

Select Admin and navigate to the desired account. In the ACCOUNT column click User Management

Step 3.

Under Add Permissions for, enter the user’s email address, for example for Keel Over you would add: keeloveranalytics1@gmail.com.

Step 4.

Add A User To Google Analytics - Step 4,5,6

Select the permissions you want. In order to effectively manage the account an agency such as Keel Over would usually request all permissions (Manage users, Edit, Collaborate and Read and Analyse).

Step 5.

Select Notify this user by email to send a notification to the user

Step 6.

Click Add

 

AdWords Access

Usually if you wish to allow another user access to your AdWords account you would invite them to link through your account settings. However, when allowing an agency such as Keel Over access, the process is slightly different. Agencies or individuals who manage multiple accounts have an AdWords Manager Account, this allows them to view and manage their client’s accounts through their own Google Login without needing each individual’s account login details.

Step 1.

AdWords account access

 

In order to grant management access we first require your Customer I.D. (Account Number), this is the 10 digit number located in the top right of pages in your AdWords account. We will then send a request for access and you will receive an email and a notification of this request in your AdWords account.

Step 2.

Google AdWords account access

 

Select Account Access.

Step 3

Adwords account access

 

Select Account Access from the menu on the left-hand side of the page.

Step 4

Accept request image for adwords account access

 

Underneath the Client Managers heading in the centre of the page you will see a list of your current client manager’s as well as any pending invitations. To accept the invitation click the Accept request button which is next to the client managers name.

You have now given Google Analytics and AdWords account access, meaning the manager can access them through their own Google email and password.

 

 

Jennifer Harney

The Growing Importance of Advertising On Bing

Google AdWords continues to rule the Pay-per-Click (PPC) advertising market with an 88% market share of desktop searches in the UK. However, Microsoft Bing Ad’s are increasing challenging Google’s monopoly with a steady growth in popularity, which saw them pass the 10% mark in market share recently and makes advertising on Bing increasingly attractive.

Bing’s Growth in Popularity

Bing is the now the default search engine on a multitude of devices, therefore if a user wishes to switch to Google’s search engine they have to do so manually, this accounts for its ever growing presence.

With the ongoing rise in Windows powered mobile devices that 10% share will undoubtedly increase and the potential for worldwide Bing users is exponential, given that Windows 10 has been downloaded in excess of 67 million times already.

Who are Bing’s Users?

Age Demographics for Bing

Via Pointit.com <\p>

A recent study of search engine users found that Bing is more popular with females and a more mature demographic (35 and over). This is good news for eCommerce sites who could see a greater ROI  as this group tends to have higher earnings and therefore make higher value purchases. If this is your target market then there are very good reasons for advertising on Bing.

Cost-Per-Click

Whilst Google AdWords benefits from a much larger audience, Bing has a lower CPC (on average 33.5% cheaper). This is because there is less competition for each keyword, plus fewer advertisers means that Click-Though-Rates (CTR) are likely to be higher. This is especially beneficial for businesses with a small PPC advertising budget and could be a factor when deciding where this money is best spent.

Eye-Catching Ads

If your products or brand is very visual then advertising on Bing could be advantageous. It has a unique Image Extension which allows photo’s to appear in-line with search ad’s meaning your products can be showcase in the most visually striking way. Inserting pictures is a sure-fire way of attracting more clicks enabling users to see exactly what you have to offer which is ideal especially when they’re searching for a specific product. Bing allows you to upload up to 6 images next to your ad-copy which could be very profitable given that 65% of people are visual learners.

Advertising on Bing

 

Straightforward Expansion

If you already use AdWords campaigns it is simple to expand into Bing. The Bing Ads menu has a category called ‘Import Campaigns’ with a drop-down where you can select ‘Import from Google AdWords’, making this task quick and simple! However, don’t rely on default settings if you want to make use of Bing’s unique features (e.g. Image Extensions), take the time to optimise your campaigns.

Given AdWords market share it is natural that it is the first port of call for most PPC marketers, however Bing is increasingly growing in popularity and it would be foolish to completely ignore the potential of advertising on Bing. Spreading your Ad spend over both platforms will allow you reach more customers.