How To Be Successful in Mobile Advertising

How To Be Successful in Mobile Advertising

Mobile Advertising

Mobile advertising or marketing is no longer a vehicle for only blue chip brands. Today we are seeing mobile media has a budget of its own, and remember It is not just about the media? Technology platform advancements has a fuel up this medium, which was once static and dull banners now turned them into quality engaging experiences.

To cut a long story short that the mobile advertising industry is a lot more healthy today. Therefore it is mandatory that a mobile advertiser has a complete and flexible plan when approaching their mobile strategy. A successful mobile advertising campaign is a combination of goals, results, creativity and consumption knowledge of the mobile users. To be successful in mobile advertising, starting steps to get there are simple but mostly neglected.

Step one: 

When we began as marketers, we did little without a clearly defined goal. However enhanced technologies made it more difficult to measure, and at the same time we all started throwing things at the wall just to see what would stick. Measuring targeting and deep reporting enable us to set & see the clear goal. These can be as simple as driving clicks, refine CTR or as complex as store visits. In any scenario a clearly defined goal is essential to proving the value of your mobile activation campaign plan.

Step two:

Understanding of your consumer & respect them. Today we are seeing more & more devices becoming a part of mainstream, means variety of ad formats for users. Say that you are managing a great client brand but just because brand is great does not naturally mean that users will spend time and energy to engage with it? Don’t worry the formula is simple, Offer value to consumers in a quick engaging manner….few clicks and they are their!

Step three

As a serious marketer/account manager your focus should be on complete user experience, not just the media advertisement. Start with where the user entered the ad, What did they give up to engage with brand? What will they do next? You should try drawing the full mobile advertising user experience on a piece of paper. Do not stop there, once the ad is in QA ask you coworker to test it. You will learn a lot and once live check your reporting regularly to see if users are engaging they way you foresee? If not then change it.

Step four

Be innovative and do not refrain to try something new. We were only able to arrive at this juncture because those before us tried (succeed and failed). Finally choose the right mobile advertising partner. The right partner is hard to find. First and foremost thing is to track as much of the user experience as possible.

Converting a mobile impression into a click

Top mobile advertising campaign is just not only well designed ad banner, QR code, App install to a targeted audience. But it’s the one that converts an impression to a click and a click to an engaged user? Many of us are missing that element. Too many mobile advertisements take users to a desktop friendly Web site instead of a mobile site. Whereas Mobile landing pages and mobile microsites provide a mobile friendly experience that is designed to maiximize in reaching the goal of your campaign (engagement/conversion). Specialised mobile landing pages provide the critical next step in an ad message and have potential of leveraging even if an business does not have an existing mobile site.

Here are a few examples: 

  • Watch a video
  • Access to mobile coupon
  • Search Local Map
  • Click to call
  • App Download
  • Social Shares

To achieve success with mobile advertising, advertisers need to map out the entire mobile user experience. That determines the best approach to copy, creative, design and technology. Here are a few best practices for mobile landing pages and common pitfalls to avoid.

Messaging and copy

1. Keep copy very concise and put the most important information at the top. When you think you have cut down on copy, cut some more.


1. Use finger friendly buttons to eliminate the possibility of users frustration
2. Clean design and make sure graphics are readable even when sized down.
3. Keep a same brand look so consumers feel comfortable interacting with your channel.
4. Do not use Flash or fancy JavaScript. (usually this make page heavy)

Mobile engagement

1. Use of click-to-call, interactive maps and location-based promotions.
2. Provide a link to your main Web site for visitors to explore more if they desire.


1. Minimize the load time. With content rich page get heavy and you risk a negative brand impression and lost page views.
2. Use short page titles allowing visitors to know what page they are on.

Lastly the right partner does not stop working for you when the campaign goes live but that is the easy part.  Your work throughout the campaign, optimizing and suggesting changes is the key to win & achieve your client goals.

12 Ridiculously Powerful Ad Targeting Options

12 Ridiculously Powerful Ad Targeting Options

Paid Traffic

In today’s digital market space targeting audiences is one of the most critical area to any marketing campaign. Advertiser laxing on targeting would not be able to rightly use advertising to reach the right audience with the right message. Resulting in wasting budget money & more over time. Going with a power of targeting which allows level of personalisation and relevancy that right consumers always looking forward. And for digital advertisers it opens a way to segment audiences, test and optimize for improved results. Let see & explore the key targeting methods that seek your attention.

1. Audience Focused Targeting: Helps you sketching ads to those people interested in the products and services. It includes various methods of segmentation that allow advertisers to find and target specific audiences. Let’s explore the various types of audience focused ad segmentation that you can choose;

2. Demographic targeting: One of the oldest kinds of targeting, it shows ads to your consumer based on a various set of demographic information. This often includes age and gender. When advertisers know that their business or product tends to appeal to a specific age group, or else the objective is to build awareness in a specific age group, demographic targeting would be a good way to target audiences to reach objectives. However when demographic targeting and placement targeting are combined, they allow to deliver an ad to the right age group of people who had also visited sites that customers typically visit. Likewise when demographic targeting combined with behavioral targeting, allowing an advertiser to be extremely specific about who sees their ad message.

3. Placement Targeting: One another type of audience targeting, which shows ads only on specific websites that has been selected. This type of targeting is very helpful if advertiser knows which websites your consumers visit. Websites like or can be targeted from various ad exchanges & also can include via google display network. With placement targeting you can put your ad on the site or portal of your choice, with various ad types animated banners, video banners or text ads depend what format they are allowing on certain pages.

4. Behavioral Targeting: This form serves ads based on the interests of a visitors. Their interests/intent can be known from their e.g. previous form fill or registration process or they can be inferred based on browser history, like sites visited, searches, etc. With behavioral targeting a consumer’s earlier web behavior determines the ads they are served.

5. Geographic and Language Targeting: Geographic and language targeting means that ads are targeted based on the geographic location or local language of a consumer. This can be very niche on some advertising platforms. For geography, advertisers can be as broad as region and country and as specific as neighborhood or zip code in a particular city. Geo-targeting is quite important for businesses that operate in many regions and want their ads to be relevant and personal for audiences in every region.

6. Interest Targeting: Based on the interest categories of customers. This type of targeting targets customers whose online behavior shows they are interested in a specific category. Those customers are then served niche ads as they move across the web. Slightly different than behavioral targeting because the user does not select or self-identify their interest… they are inferred by the platform based on their behavior. Normally ad platforms let consumers customized their interests so they can see ads they want, while also helping the advertiser reach audiences more effectively.

7. Topic Targeting: Based on sites that fit into a category grouping, such as finance, shopping, or health. It’s a type of targeting that is done mainly on Google and an advertisers using this form of targeting who wants to target people based on the type of website they go to, rather than specific sites. It’s a good way for advertisers to get exposure on an extended variety of sites that are also relevant, which has the benefit of revealing them to new audiences and building awareness.

8. Lookalike Targeting: Lookalike targeting is based on existing marketing list and targeted group of consumers. Many advertising platforms offer this targeting method which usually takes an available list of visitors or contacts from previous activities. Then the platforms find matching audiences who “look like” the visitors from the existing list available to them.

9. Contextual Targeting: One that delivers relevant messages to visitors based on the type of content they consume, whether that is an article or a content asset like a site or blog. Contextual targeting enables advertisers to deliver their ads in the moments that the customer is engaged and interacted with a similar topic. This way the ad get relevant. This type of ad also protect advertiser brand and keeping it safe by preventing ads not appearing next to content that is irrelevant or not wanted.

10. Keyword Targeting: Ads get triggered around targeted keywords. With this type of targeting select a keyword or phrases that advertiser wants ad to visible for. Google is the most well-known for keyword targeting based advertising.

11. Re-Marketing: Means that ads display to customers who have already visited your site or web pages. Advertisers know with the help of re-targeting list that the previous visitors has more potential to drive them back to their site. A consumer who is re-targeting continues to browse other sites across the internet, and your ads display to them. The re-targeting ad directs the customer back to the site with a CTR (call to action) to shop, a promotion, and a banner. Retargeting ads remind customers not only of the products they looked at, but also of your brand. The goal is to drive them back to your site to complete an action.

12. Device Targeting: Delivers ads to consumers based on their device, including manufacturer, model & operating system. Today’s shopper engaged with brands on multiple devices, therefore device targeting could be a great way forward to grab the attention of potential on the go. It’s important that advertisers should be using different devices they can advertise on and analyze the response on their advertisement message from each.

10 Best Practices for Static and Animated Display Ads

10 Best Practices for Static and Animated Display Ads

Display Advertising

Digital advertising is swelling and with each passing month its reputation is growing, especially for reaching niche target audience with exact measurable results. Now with all these natural marketing traits with in and the ad content convergence power, the businesses are shifting spends from traditional BTL advertising model into digital. However looking at the various digital ad models and can see display ad is one of the most popular, old and effective type, which is form of visual advertisements that can be placed on a variety of web media. Display ads come in a wide array of formats such as text, images, video, animated, and more.

Along with PPC, for many marketers display advertising is another piece of the advertising cake (and it’s true). The great part about display ads is their adaptability& diversity! You can target almost any type of media to get your message across to your audience. And you can target your audience across multiple devices and channels.You can choose individual websites for your banner ads to be displayed, or you can create banner ads as part of a retargeting campaign. But for your reference, a retargeting ad campaign tracks your website visitors and serves them customized ads with variety of messages on multiple channels.

“Display ads is a must fit in overall integrated marketing strategy as it helps people who are browsing web after they exposed to any offline activity such as TV commercial, Print ad or radio commercial”

There are many types of display ads. We will go over some of the most popular types of display ads in the upcoming sections.Static Display Ads Your static ads are the bread and butter of your display ad strategy. These banner ads typically use an image and have some copy, your brand logo, and a clear call-to-action (CTA). A static ad has no movement and works on a variety of channels and devices. This type of ad is also the least expensive to create, so it is the most scalable.

Best Practices for Static & Animated Display Ads:

1. Have a clear CTA (Call To Action):

One of the most important practice when it comes to your advertising. While you are spending money for your banner ads so you want to ensure that the people who click on your ad do exactly what you want them to do. Keep your CTA short, wherever it’s possible make it action oriented and full of usability. Good examples are “Download Today”, “Shop Now”,“Buy Now”, “Find More”, and so on.

2. Use clear and talking images:

You need an image which act as a catalyst for ad engagement. Usually web pages can be too clutter with information. Or your consumers might even be surrounded by a number of other banner ads. Therefor ensure that your banner image instantly catch the attention. Make it eye catching, have top contrast imagery and consider using lifestyle images, which tends to perform better than others.

3. Have great branding:

Its quire important that your ad branding is aligned with your website and other owned media assets. Keep in mind that ad should have your brand colors, brand fonts, and other elements so consumers know that the ad belongs to particular brand.

4. Use Company Logo in the Banner:

No rocket science at all, ensure that you include brand logo! Try different placement for testing purpose, otherwise logos work best in the top left or right corners.

5. Include a Promotion as a Part of Ad Message:

If it’s a sale or discount or sale campaign then mention promotion in your ad, this certainly a higher click through rate (CTR). Consider offering a discount, free shipping, or sale %.

6. Include a Sense of Urgency Highlighted in the Ad Message:

Include a sense of urgency by saying that promotion “Ends Today” or that before certain date “21 January 2016”. People are much more likely to click on adsthat include this kind of punch lines.

7. Include a Headline Text Message:

Add a headline along with your image, so your audience knows exactly what to do.

8. Match your Landing Page to your Ad before Going Live:

Relevancy is a wining feature like i said many times. Make sure that your landing page is reflecting an expression of your ad! If your ad promotes a mobile phones and your landing page promotes tablets, you are inviting higher bounce rate, which is a reverse of engagement.

9. Choose Banner Sizes Correctly:

There are definitely banner ad sizes that outperform, so make sure you are focusing time on the following sizes for both (static or animated html 5 banners)

  1. 300×250
  2. 300×600
  3. 728×90
  4. 970×90
  5. 970×250
  6. 250×250

10. Always be Testing for Better Engagement Rate & Conversions:

You can test various elements of your banner ads, so make sure you are incessantly testing.

Display advertising plays a crucial role in the online marketing mix for both branding and direct response campaigns with a 26.4% rise year on year. Changes in customer behavior in last few year years has introduced the term “always on consumer”. For display advertising or any other form of digital marketing, data is now a stark reality which is serving the always on consumer with messages that echo with them wherever they choose to interact. And in the last ensure that consumer focus should be the heart of all variations of display advertising strategy.

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.


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.



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.


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:


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.


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.


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:


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


Service Industry


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


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.


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


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


Now click on “New sitelink” button.


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.


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:


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.


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.


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:


  • 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.

Remarketing is a first line of defense for retail businesses

Remarketing is a first line of defense for retail businesses


Retargeting/Remarketing is the function of capturing information at one touch point & using that information to target a user at another touch point. SEOmoz study showed that retargeted customers were 70% more likely to convert & they will spend over 50% more than normal visitors.


Re-marketing is usually used in two ways


  1. Increase overall conversion rate of your site, by keeping yourself on people’s minds while the compare suppliers.
  2. Be more aggressive with other targeting methods when showing ads to anybody who has been to your site before.

Remarketing and interest categories allow you to segment your audiences in custom combinations. By utilizing multiple remarketing lists with different pages viewed or cookie lengths you can target people in increasingly clever ways.

Remarketing Case Study – Before


Remarketing Case Study – After


Types of Paid Traffic, Cold vs. Warm

Types of Paid Traffic, Cold vs. Warm

Paid Traffic

Delay is the death of the sale. – Gary Halbert

Two thumbs up to Gary’s quote.

In business your biggest asset is your time, and the money comes second. Paid traffic saves you time and reveals if your offer is a converting offer or not. But before you jump into paid traffic you must know some basics otherwise you can burn your budgets very quickly with little or no results.

Types of Paid Traffic

There’re two types of paid traffic.

  1. Cold Traffic
  2. Warm Traffic

What is a Cold Traffic?

Facebook ads are a great example of Cold Traffic. On Facebook people are not actively looking for a solution. Your ad starts to show in the right navigation of Facebook ads or in the news feed; your prospect clicks on them and lands on your offer.

Chances are, they will see your offer, keep it in mind and hopefully come back later to take action. In most cases it can take two to three visits before the prospect become serious about your product or service.

Retargeting is a Must

If you’re not retargeting your prospects you’re leaving a lot of money on the table. If you don’t know what is retargeting let me explain:

Retargeting is a cookie-based technology that uses simple a Javascript code to anonymously ‘follow’ your audience all over the Web. Here’s how it works: you place a small, unobtrusive piece of code on your website (this code is sometimes referred to as a pixel).

If a consumer visits a website, but does not make a purchase or convert in another way, retargeting is a “reminder” of that website that they visited. Using retargeting methods, advertisers show ads to people more frequently once they have visited the website.

Retargeting is an essential part of paid advertising for both cold and warm traffic.

When to drive Cold Traffic to your offer?

When you’re offering a low-ticket item, which is a no-brainer for prospects to take action on. You collect leads and later convert them for high-ticket items.

Good examples are:

Sending them to a Free Report e.g.

  • How to reduce your heating cost in three easy steps
  • Three deadly mistakes that can bring your business down overnight
  • Case study reveals Nine Ordinary Businesses that were just surviving, now thriving.
  • Nine marketing experts reveal their ultimate secrets for getting rich with Internet auctions!
  • And the list goes on and on…

This strategy can fit into any business type. They get the report in return of their name and email. Your report and email auto-responders will take over things from there and convert them to paid customers.

Cold Traffic Landing Page – Example 1

Cold Traffic Landing Page – Example 2

Sending cold traffic to your product or service which is a low-ticket item.

  • This could be a report again, but this time you’re actually charging for the report e.g. £7
  • If you are a software company this could be free sign-up for a 30-day trial.
  • A calculator to resolve their financial problems, then ask for their details to get the result.
  • A short, engaging personality survey and you ask them their details to get to final result.
    This could go on and on…

The target is to engage cold traffic and later convert them into loyal customers.

Can work with both Cold and Warm Traffic – Example 3

Cold Traffic Landing Page – Example 4

Cold Traffic Landing Page – Example 5

Can work with both Cold and Warm Traffic – Example 6

What is a Warm Traffic?

Warm traffic is the traffic where your prospects are actively searching for a solution. Google search is the best example of warm traffic. When someone goes on Google they actually take one step further and type in exactly what they are looking for e.g.

They land on your offer landing page, and if they like what they see, they actually contact you or buy your product.

Warm Traffic Landing Page – Example 1

Warm Traffic Landing Page – Example 2

Warm Traffic Landing Page – Example 3

Again Retargeting is a Must

Even its a warm traffic chances are they would leave your website to checkout your competitors. At this stage if your ad is not following them chances are high they would not come back again. So make sure you use retargeting ads to bring them back to you offer. Give them some incentive on the banner e.g.

When to drive warm traffic to your offer?

There are no exact scenarios to warm traffic. Check your offer or service and decide if it’s worth promoting for paid search traffic. Warm traffic costs more due to its very nature. If you are low on budgets and your industry is in huge demand, the chances are, the click cost will be high too.

Here are some examples anyway:

  • When your product is extremely high in demand and there are a good amount of searches on them.
  • When your product or service is of peak importance or imperative.
  • When your brand name is already established and people are actually typing your company or product name on search engines.
  • When your product brings a healthy ROI on each sale.
  • When you have a very good sales team in place to call and convert those leads into sales.
  • This could go on and on…

Cold vs. Warm Traffic

Important Note: All the above statements about cold and warm traffic can overlap each other depending on your product or service.

Best Strategy

Start with cold and warm traffic both, to see which works better for you.

Poor Strategy

When you offer one flat service/product and do not have any back-end products or service (up-sells) to increase profits. Up-sells actually bring your cost per acquisition down either you’re selling them online or offline.

Even the companies who sell a luxury boats or a Jets have an up-sell where they sell high end insurance to their clients.

Why Up-sell is so important in Paid Advertising

Let say your current cost per acquisition is £50 and you up-sell a service or a product that cost £20 to add in their existing order, this brings your cost per acquisition straight down to £30 a significant drop.

But if your product or service is more like a subscription base, off course your CPA will come down during the course of time. The more they stay with you the more it brings down the CPA.

1 Click Up-sell Example

Up-selling better deal to increase order value.

Average Customer Lifetime Value

A very important metric but seldom used by businesses. Majority of times when businesses see money going out quickly obviously the panic mode kicks in. They think they’re losing money because their cost per acquisition (CPA) is too high.

I ask them this,

Me: What is your customer lifetime value?

Client: What did you mean Rehan?

Me: On average how long your customer’s/client’s stays with you.

Client: Amm…. around 3 years

Me: Good! And how much they spend with you during the three years time?

Client: Calculator out :) tick, tick, tick… approx £2,300

Me: Your current cost per acquisition is £80 and on average your customer is spending with you £2,300 in three years? Reality check please…

We all need to see ROI from the front-end sale I understand that but when it comes down to paid traffic you must know your numbers. Try not to rush things and make an informed decision.

If you’re not sure how to calculate customer lifetime value, check the Harvard Business School customer lifetime value calculator.

Patience Needed

Paid marketing campaigns can take few days to few weeks to pick up, especially with Google AdWords where there’re many factors in place.

In order to make informed decision you need data. This data is priceless if you know what you’re doing. The data can provide you good insight about your target audience including their age, gender, preferred devices (mobile, desktop, tablet), timings they are mostly likely to buy your product and more… When you got this priceless data in hand you simply promote your product or service only to them. Result, you will get targeted traffic and your conversion rate will go up.

So in the beginning you’re throwing some budget to gather priceless data and for that you need some test budget.

Paid advertising is not for the faint-hearted!”
– Rehan Khan


Your paid marketing success is also dependent upon the quality of your landing page copy. Without shadow of a doubt good persuasive copy leads to higher conversions. Get a good sales copywriter they’re usually pricey but well worth the investment.

Your website/landing page design can also seriously affect your conversion rate. So make sure you have a rocking website/landing page in place.

Make sure you test a multiple variations of your offer headline, opening and closing paragraphs, call to action buttons etc… And watch your KPI’s closely.

Your Turn

Now you know how cold and warm traffic works, how would you use this information in your business to get more sales/leads?