7 Adwords Optimisation Weekly Workouts

7 Adwords Optimisation Weekly Workouts

Paid Search Advertising

Is your Adwords account eating up your ad budget?

Quality aside, Adwords is known for high cost per click and eating your ads budget pretty fast. A constant monitoring needed in order to keep things in control. There’re seven things you can do to trim down your ad budget and still achieve the desired results.

Every time I started to learn something new I always wish that someone could come and teach me about it in few steps.

“Do this and now go there and do that”

From now on when you start optimising your Adwords campaign follow the “7 Adwords optimisation workout” regime.

Workout 1: Pause high costing keywords

Show no mercy to high costing keywords that have not bring any conversions or have higher cost per conversion with no ROI. Pause them and move on. Sometimes we get too attached with keywords and give them more chance to perform. Try not to make this mistake when you’re short on budget. Your target should be to squeeze every single penny from your daily budget.

squeeze-budget

Workout 2: Ad scheduling

Closely monitor the buying behaviour of your customers. What times the majority of sales occurs on your website. Certain times and day of the week perform worse than others. Until you’re selling a high end product where one sale bring thousands of pounds in revenue. The one odd sale around 2 AM does not justify running your ads 24 hours, 7 days a week.

Click on dimensions tab in your Adwords account and click on view dropdown and select time. Here you can see the best day and time your campaigns are performing. Go back and schedule your campaigns accordingly.

dimensions

 

Workout 3: Geographic locations

Just like time, each location performs differently too.

For one of our client we found that the certain areas of London are performing quite well. So we went and created new campaign targeting only those areas of London which result in more sales. Any cities that are not bringing sales or the cost for getting sales is high we exclude them from the list.

Click on dimensions tab in your Adwords account and click on view dropdown and select view: user location.

user-location

Workout 4: Negative keywords

Best place to look for cost savings which can be used to increase ROI is to eliminate as many negative and irrelevant search terms. To do that go to:

Keywords tab then, under the graph, select Details > All and slowly work through the list, ticking off those you don’t want to be found for. When you’re done , make sure to click Add as negative keyword. This process can save you thousands on pounds each year in unnecessary clicks. We recently saved over £6,000 pa for one of our client in 2015.

The most obvious negative terms which doesn’t apply to your product or service can be added at account level so it applies to all your campaigns.

Workout 5: Quality score

Use single keyword Ad Groups to increase CTR (click through rate) to increase relevancy between keyword and your ad. You can add different variations of same keyword in the Ad Group but try not stuff Ad Group with lots of keywords. You can use broad match modifier option that will automatically  cater for different variations before, between and after that keyword.

Example would be:

+women’s +hats

+Little Venice +Apartments

+buy +puma shoes

Workout 6: Lowering keyword bids

Start lowering your active keywords bids  so your cost per click goes down. But make sure to start lowering bids slightly. If you slash down your bids by 25% to 50% this could significantly effects your ads position. Try shaving them off 5% to 10% at any one time (little by little) while still maintaining strong average positions.

Workout 7: Changing your offer

Most of the time I see people blaming Adwords.

“No, the channel didn’t work out for me”

Before you hit your Adwords account too hard I suggest you to check your landing pages and the offers you’re promoting through those landing pages. Check your competitors landing pages to see if your offers are same as them. Try to make it better if possible, if not at least equal it.

Look at small things like headline, trust seal, testimonials, delivery charges etc… Make changes and monitor its performance.

Follow the regime 

Follow the above regime once a week. This would hardly take few minutes of your time each week. The regime will keeps your campaign running smoothly without eating up your ad budget.

Paid Search Ads (PPC) The Zeus Of Search Engine Marketing

Paid Search Ads (PPC) The Zeus Of Search Engine Marketing

Paid Search Advertising

With pay per click (PPC) search ads your ad is placed under “Right Side of sponsored result” or “Above Top of Organic results, also known as Premium Ad positions” and you only pay for when each received click. The real magic is that you can tailor your PPC ads unlimited times as you desired and it get quickly visible when targeted search terms are entered, creating highly targeted ads.

For many businesses paid search (PPC) ads make up the majority of their digital advertising spend. In 2014, search ads accounted for approximately $12 billion, or 41%, of the total web ad revenue. Pay per click ads are flexible, highly visible and most of all effective for various types of businesses. One of the most important element for such ad campaigns are Keywords, therefore When creating your PPC strategy first determine your keywords by relevancy, importance, competition, auction bid (i.e.what you want to rank highly for) and later optimize & create ads for those terms.This means when someone searches for those terms your ad has a better chance of coming up. Keywords should be chosen based on:

  • Relevant business goals
  • Traffic opportunity
  • Competition

Likewise CTA (Call To Action) Strategy for paid search ads is an excellent way to showcase your services and products, but keep in mind that people who search for your keywords may not be knowing of the advertiser. This means that it often doesn’t make sense for your CTA to always be a sales focused. Instead, offer them a piece of content that is applicable to their search query.

Another great feature to target PPC ads are RLSA, it stands for Remarketing Lists for Search Ads. This is a feature in Google AdWords that enables you to customize your ad campaign for people who have already been to your website. You can select keywords and formulate your ads according to what you like your past visitors to see & know about it. This has so far given a very positive feedback interms of higher conversion rate and saving good amount of budget.

Pay Per Clicks Ads and Marketing Automation:

If you are reading this section and jotting everything down in earnest, a lot of your ad budget is probably allocated to PPC ads. But do you know if your investment is actually working? When a purchase is made online, Google has made it fairly easy for marketers to tie revenue back to the ad. However, the system begins to break when a purchase is made offline, such as when a buyer works directly with a salesperson. So how do you know that your PPC ad influenced a purchase like that?

PPC Tracking ROI:

By using marketing automation you can actually start tracking all of these engagements. Through a tool like ominutre & google analytics premium (urchin) can associate offline purchases with the ads that initiated them. Equipped with this information, marketers can create more intelligent PPC campaigns by focusing their bids on keywords that drive the most revenue. Additionally through these applications you can track important back end metrics such as the amount of leads & MQLs (Marketing Qualified Leads) this is particularly for a B2B company, analyzing data shows true ROI for your PPC activity.

Last but not least you also want to take into consideration your cross channel campaign strategy while targeting your PPC advertising campaigns. Going with converged marketing messages will act as an engagementmultiplier for your holistic advertising activation.

Note: The year 2016 will be seeing two major PPC events. Google ads showing on Yahoo Search Interface + Google is testing promoted video search ads…

SEO or PPC which one is best for your Business

SEO or PPC which one is best for your Business

Paid Search Advertising

As Henry Ford once said:

“A man who stops advertising to save money is like man who stops a clock to save time.”

Choosing between SEO or PPC depends on your needs and budget. If you need to see some quick results and willing to pay for it, then PPC is the right option for you. But if you’re operating on a shoestring budget, it may make more sense to invest time in chasing high search rankings through SEO.

Here are three questions to consider:

  1. How large is your website advertising budget?

With PPC you can set a daily spending limit to manage your daily budget but before that you also need to know how much you’re willing to pay per lead/sales.

  • How much a product is costing me?
  • How much I am selling it for?
  • How much I can pay to acquire that one sale or lead?

In question three lies you answer. “How much you can pay to acquire a sale”.

Let say you can afford to pay £20 to acquire one sale. This is the CPA (Cost per acquisition)  you can invest to get that one sale. This answer will allow you to decide whether paid advertising is the right option for you or not.

If you’re not very established business and have no money to commit to advertising, then stick with free SEO methods. But if you’ve little capital to invest in PPC, consider giving it a try because it offers number of benefits, including:

Faster testing. No matter how good is your website it requires traffic, to test its effectiveness. Unlike SEO, PPC will allow you to drive targeted traffic to your website and give you full control on where to send that traffic. This means you can test your website pages pretty fast to see if they are working for you or not.

Protection from SEO algorithms. Search engines like Google are very strict when it comes down free listings. New algorithms updates comes time to time. When that happens, sites that been optimized in one way can lose rankings which will result in loss of sales/leads.

But when you pay for traffic, you’re assured a steady  stream of visitors, no matter what changes Google and other search engines make.

  1. How high are the average CPCs in your industry?

In addition to your total advertising budget, take a look at what your competitors are paying for ads.

PPC allow you to bid what you’re willing to pay for a single keyword click. Whatever you’re willing to pay will decide your position on the search engine paid listing. If you’re bidding too low your advert can appear on page 2 or 3 depends on the competition. Which means you probably get no clicks at all.

If the average CPCs in your industry is very high – £42.30, for example, for the phrase “auto insurance”. Those prices make it more difficult for new advertisers to turn a profit from PPC traffic. In such cases, SEO might be the better choice.

  1. How competitive are the SERPs in your industry?

It’s very important that you know how competitive the search engine results pages (SERPs) are for your target keywords. The early you know about this the better and not six month down the line.

Enter you keywords into the Google Adwords keyword planner, which will show you the estimated competition level, as well as the average CPCs.

In the high competitive industries, you may find that result pages for your keywords are mostly dominated by authority websites. Which is nearly impossible to beat without some big investment of time and money. In those cases it make more sense to pay for traffic using PPC promotions.

This isn’t always necessary to make an “either-or” choice. PPC and SEO combined can be quite powerful. Ask above three questions to yourself and determine the optimal mix of PPC and SEO for your website.

Are You Making These 5 Common AdWords Mistakes?

Are You Making These 5 Common AdWords Mistakes?

Paid Search Advertising

These are five of the common mistakes I see when auditing client’s AdWords campaigns…

1. Forgetting that Google reward relevance.

Make sure all keywords in each AdGroup are related, and your advert contains the same phrases including the destination page the ad leads to.

2. Way too many keywords in an AdGroup

Unless the keywords are closely related, try to have 15 or less keywords in one AdGroup. So try not to stuff your AdGroup with too many keywords.

3. Ignoring the negative keywords

Best place to look for cost savings which can be used to increase ROI is to eliminate as many negative and irrelevant search terms. To do that go to:

Keywords tab then, under the graph, select Details > All and slowly work through the list, ticking off those you don’t want to be found for. When you’re done , make sure to click Add as negative keyword. This process can save you thousands on pounds each year in unnecessary clicks. We recently saved over £6,000 pa for one of our client.

The most obvious negative terms which doesn’t apply to your product or service can be added at account level so it applies to all your campaigns.

4. Not split-testing adverts

Always start with least 2 to 3 competing adverts in each AdGroup and set them to rotate evenly so you can watch their performance over the period of time. When you have a clear winner, pause the other ads and write a new competing advert. Make sure you pause the losers because if you delete them you will also lose the history of those adverts.

5. Not thinking as the customer

This is the most common one, ask yourself this question, “If you were the customer, what would attract you?” Sometimes asking a question followed by a direct benefit really helps.

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You can add more extensions to your ads. Adding extension will allow you to show more information e.g. phone number, booking form page link and USP’s of your service or product. If you’re not sure how to add extensions checkout my article 5 AdWords extensions that can improve your conversion rate.

5 AdWords extensions that can improve your conversion rate this Christmas

5 AdWords extensions that can improve your conversion rate this Christmas

Paid Search Advertising

Most businesses think AdWords is complicated to manage.

First, you have to do a lots of keyword research to find best performing keywords for your campaign.

Second, you need to spend some test budget to learn what terms are converting for you.

Third, you have to pause (trim down the list) keywords that are not converting for you, adjust the match types and find new profitable terms so you can get consistent flow of targeted traffic.

In this article we would like to discuss some cool tactics that can improve your campaign performance and profitability this Christmas. The best part is that you don’t have to wait for weeks to see its impact on your sales.

 

Say Hello to AdWords Extensions

Traditionally you’re only able to use headline, URL and ad copy but AdWords extensions beef up your ads by adding more information and make them more click worthy which in return will lower your cost per click and most likely improve conversion rates.

This is how regular Google ad looks like without ad extensions:

2015-12-14_02-13-45

As you can see it only uses the basic headline, URL and copy. We all have seen them many times before.

Now when you use AdWords ad extensions you will see an ad that more look like Darlings of Chelsea as shown below.

2015-12-14_02-09-52

Now the question is, how do you beef up your ads from standard 4 rows to 6 rows and add a phone number, like Darlings of Chelsea?

 

Adding Extensions to your AdWords Ads

First, login to your AdWords account and click on “Ad Extensions” in the top menu.

2015-12-14_02-27-29

After selecting “Ad extensions” tab click on “View: Sitelinks extensions” dropdown. Here you can select different type of extension you’d like to add from following eight options:

2015-12-14_02-55-55

In this article, we’ll show you how you can use following five extensions.

  1. Sitelinks extensions
  2. Location extensions
  3. Call extensions
  4. Review extensions
  5. Callout extensions

 

Extension 1: Sitelinks extensions

Site links extensions allow you to add additional important links to your existing standard ad which contains headline, URL and copy. For e-commerce business this could be more relevant categories to your website. If you’re in the services industry you can show more services which you think people would be interested.

Here is the example of what your ad will look like with site links.

E-commerce Industry

2015-12-14_03-19-53

Service Industry

2015-12-14_03-22-52

You can also show them with more description text like in the example below.

2015-12-14_03-26-56

But the example shown above won’t show this way every time. Google will decide whether or not they’ll show additional text below the links or not. The above style of site links I see more on branded terms but again it’s not a set rule.

So in order to add more text under your site links here’s what you need to do.

Click on “Ad extensions” in the top menu and select “Sitelinks extensions” dropdown.

2015-12-14_02-39-49

Now click on red “+Extensions” button and select which campaign you would like to add the extension to.

2015-12-14_03-37-12

Now select the campaign you would like to create site link extensions to.

2015-12-14_03-42-07

Now click on “New sitelink” button.

2015-12-14_03-49-19

You’ll see a pop-up where you need to add text headline, URL, and description of copy. You can leave the description box empty if you don’t want to show the additional text.

2015-12-14_03-46-55

After adding all the necessary details when you click on “Save”, the site link will be save and ready to go. This applies to all ad groups under that campaign you have selected when adding the site links. You may want the site links to appear in some ad groups and not for others. For that you need to go inside that campaign and select individual ad groups to adjust the settings.

 

Extension 2: Location Extensions

Location extensions is great if you’re running a local ads. As a business you can show your business address, phone number and a map marker. For mobile users it also include a direction link for searchers who’d like to get directions to the business.

Take a look in the example below:

2015-12-14_14-22-49

The extension helps your ad to stand out. It also shows that the advertiser is local and a searcher can visit them in person.

 

Extension 3: Call Extensions

With this extension you can show your company or store phone number in your ad. This is a great feature to capture phone orders or enquiries, especially on mobile devices.

Google claims that phone number in your ads increase click through rate as much as 6% to 8%.

Here’s how call extension looks like in search result.

2015-12-14_14-27-45

Tip: Use local landline number – Usually local landline number cost nothing to people who’re calling from their mobile phones.

 

Extension 4: Review Extensions

Review extension gives your ad an instant authority and trust. Here is the example of Instapage ad that uses a review from G2 Crowd.

2015-12-14_14-46-49

If you want to use review extensions, you need to find the reviews about your company on third-party sites like G2 Crowd, Trust Pilot, Trust Radius, etc…

The reviews should come from a trusted third party website and not from your own website since there’s no easy way to verify the validity of those claims.

Make sure you read Google review extension guidelines before using reviews from your own website.

 

Extension 5: Callout Extensions

Callout extensions are another great feature. It allows you to add more text to your ad. With callout extensions you can show short snippets of text. This help your ad to standout more. Checkout the example below:

2015-12-14_15-02-25

  • No deposit
  • 48 months
  • 7 day delivery
  • Stores nationwide

Any short phrase that can describes something special about your service can be added as callout extension.

All extensions discussed in this article are free to use. You can use all or any individual extension that fits your requirements. Each extension will increase the click through rate of your ad and hopefully help you increase your website conversion rate.

If you have any questions feel free to ask in the comments below. You can also do a Google search for each extension, tons of information available on how to use them.