PPC Hack 5 – Add negative keywords proactively
If you make a habit of regularly reviewing your Search Query Report to find negative keywords, that’s fantastic, but you’ll need to do more.
At the bottom of your search query report, you will find a link called “Other”. You’ll see that there is an abundance of clicks and impressions in comparison to the other search queries. This is attributed to Google collating several search queries into a single row, which can be as much as 9% of the total accounts clicks.
You’ll need to be proactive if you want to take your negative keyword application to the next level. Consider doing the following:
- Add all the negative keywords you think are relevant as potential single broad match words. For instance, if your search query report contains the keyword ‘sunglasses case’, and both the words “case” and “sunglasses” aren’t applicable, then enter “case” and “sunglasses” as their own broad match keywords instead of “sunglasses case”.
- Add similar words, and metaphors of the negative keywords you find. For instance, if your search query report contains “red shoes” and isn’t applicable to the products you sell, add all the other colors that aren’t applicable at that time instead of waiting for them to show up in your search query report.
- Add a list of Australian states that aren’t applicable to your service or product.
- Have your search query report emailed to you on a regular basis so you’re scheduled to review it on a consistent basis.
PPC Hack 6 – Gmail ads
Create Gmail Ads that have the appearance of a legitimate email. One surefire hack of Google’s Display Networks is to run ads on Gmail. Your ad will appear just like an email would, so expect a high click-through rate. The Gmail Sponsored Promotions will show up on the right side or top of a user’s account.
What are Gmail Sponsored Promotions?
They are a special type of ad seen in the inboxes in Gmail. They currently do not appear on the inboxes of Google’s business apps. The ads generally show up in the promotions tab (if you’ve turned this tab on in your settings).
Gmail ads typically are comprised of a pair of elements: an expanded ad unit that follows a teaser. There is a 25-character limit for the headline, while the body text has a 100-character limit. A 50×50 picture is also displayed in the “Company Name” and ad your list.
When a user clicks a sponsored ad, you’ll be charged with CPC-rates when you run a Gmail Sponsored Promotion. Although GSP is managed on its own platform, Google is currently experimenting with adding it to the AdWords platform. You can run Gmail Sponsored Promotions easily once approved.
PPC Hack 7 – PPC ads on YouTube.
Each day, over a billion people visit YouTube. What’s fascinating is that few businesses take advantage of this popular platform, particularly since there are many unique formats for ads to use, such as TrueView ads.
TrueView ads are the videos you see playing before the video of your choice starts. Users are exposed to the first 5 seconds of it, after which they can skip the ad or keep viewing it. The options to target audiences are very accurate and strong. The best part is that you don’t pay for an ad if the user doesn’t sit through it.
Specific channels, interests, keywords, and search histories can be targeted. The prices are quite cheap, and there is a vast array of categories to choose from. In-video ads and video search ads, as displayed above, are also offered by YouTube.
Suggestion: Take advantage of YouTube! Odds are that your competition hasn’t, giving you a head start over them. Plus, the audience is quite big and the costs are quite low.
PPC Hack 8 – For inexpensive LinkedIn ads, run then through Google Display Networks
The leader in B2B marketing is LinkedIn, the biggest business-related social network in the world.
Based on research conducted by Sprout Worth, 90% of B2B marketers generate leads and distribute content on LinkedIn. If you wish to substantially decrease your AdWords budget, consider running ads through Google Display Networks and target the LinkedIn platform specifically.
Believe it or not, LinkedIn uses the Google Display Network and provides a clear benefit to B2B advertisers. This social network is relevant for people with the industries you serve.
This hack will allow you to display your ads (image and text) methodically on LinkedIn. This decreases your participation when bidding on high placements and when competing with other AdWords advertisers.
Your Google Ads campaign can be set up to directly target LinkedIn with picture or text display ads. You’ll lower your CPC (cost-per-click) and allure an audience you intended to target.
PPC Hack 9 – Stay in the loop about all things PPC
There is a big benefit to being one of the initial advertisers to capitalize on a new ad platform, function, or feature. Cheaper biding and reduced competition pave the way for you to be noticed by your intended audience.
Want to go further with your PPC campaign? Get more details on digitaladvertisingWorks™ PPC services or contact digitaladvertisingWorks today.
Australian PPC advertisers have difficulty regularly staying afloat in an industry that is consistently changing, as Google modifies their platform several times a year. However, it is possible to cut through all the noise, speed up your learning curve, and go directly to the center of an impactful and effective PPC marketing strategy.
Just about everyone is making use of pay-per-click advertising, but not all of those people are utilizing it correctly. Using the following hacks, you’ll substantially advance your PPC campaigns.
PPC Hack 1 – Reduce spending and enhance your Quality Score
As consumers we are always comparison shopping. We search, browse a site that interests us, and then conduct another search until we’re satisfied with our selections.
For instance, if purchasing a luxury house we may search for “luxury home builders Sydney”, and after clicking some of the results that turn up, perform another search with similar keywords.
During this process, sometimes a PPC ad for the website will appear again in the paid search results for their next searches. This has a negative impact on the advertiser for two reasons:
- The ad may not get clicked because the user has already found and clicked on the link to the same web page earlier. As such, the advertiser will see an increase in impressions without any extra clicks. This will result in a reduced CTR (click-through rate) and may produce a diminished Quality Score. Low-Quality Scores may lead to higher rates per click for the advertiser.
- If the user has forgotten about the website they already clicked and then proceeds to click the PPC ad, the cost of the click will negatively impact the advertiser’s CPC (cost-per-conversions) and conversation rate.
Either way, this is not an ideal scenario for any PPC advertiser!
To resolve this issue, RLSAs (Remarketing Lists for Search Ads) can help filter out users who have sent you a message on your inquiry form.
You can learn more about it if you’re a PPC remarketing beginner here. http://www.digitaladvertisingworks.com/services/remarketing
To get this solution up and running:
- If you haven’t already, ensure your remarketing tag is activated in Google Analytics.
- Develop your RLSA list of users who have visited the ‘Thank You’ page upon completing your website’s inquiry form.
- Establish the duration of your RLSA list to a length of your preference so this audience won’t be exposed to your ads. Keep in mind that RLSA lists require a minimum of 1,000 members to operate (you only need 100 with conventional display remarketing). With that, ensure your list duration is lengthy enough that you can list 1,000 members.
- Add this list as an excluded audience (negative audience) to the ad group or campaign that you want regulated clicks of:
PPC Hack 2 – Utilize bid multipliers
Rather than attempting to purchase as many clicks as you can, manually select the ones best for your company instead.
Bid multipliers let you achieve this by attributing clicks of value at specified times, which is sometimes referred to as dayparting. For instance, ad clicks during the workday in Sydney are worth more to the to the advertiser in the following picture. They have employees in the office at those times to answer email and phone inquiries. Since they are a B2B organization, users searching for their keywords are more inclined to be ready to make a purchase during office hours.
What we’ve done here is created a schedule so the bids for keywords in the optimal times are higher, for Sydney restaurants, this would probably look completely different. They might place a higher value on clicks in the evening or on the weekend.
This is a great feature for local marketers, as well. You can place a higher bid value for the 5-kilometre radius around your Sydney business, for example, or for users in different states (NSW, QLD and VIC etc.) depending on what your data tells you about the value of those conversions.
Additionally, bid multipliers let you modify your bids according to the platform the searcher is using. You may learn that clicks from smartphones are worth more to your company – perhaps users are more encouraged when they’re conducting a mobile search, or they’re more inclined to take action when given the “click-to-call” option.
Suggestion: Be selective and refrain from purchasing everything. The bid modifiers allow you to bid higher on clicks that effect your company.
PPC Hack 3 – Take advantage of extended ad headlines
You can now use extended ad headlines to produce ads with lengthy headlines to get a leg up on the competition.
Experiment with lengthy headlines without removing your current ads to ensure that they’re worthwhile prior to replacing your existing ads.
To modify your headline, use a keyword-focused headline as well as one that elicits emotion. For instance, if you perform a search for “Sydney holidays”, you’ll see that most of the ads revolve around pricing, yet not many catch your eye with descriptive language, such as ‘Discounts – Up to 80%’:
PPC Hack 4 – Create powerful ads that stimulate emotion
Most advertisers don’t spend too much time crafting the wording of their ads. Studies show that most ads come across as lackluster to many users.
You can see how identical the above ads are. They lack enthusiasm, look too similar, and aren’t getting very many clicks.
In contrast, check out this ad below, which gets at least 6 times the amount of clicks the above gets, on average:
What is PPC and SEO Exactly?
With an SEM campaign, Search Engine results pages are divided into two main parts: organic SEO results and PPC advertising. Research shows that around 70% of Internet users click on SEO (natural or organic search) results and only 30% of users click on PPC (paid search results).
SEO or Search Engine Optimisation: This is the process or art of making a website achieve high rankings on Search Engine results pages (SERPS) for given keywords.
PPC or Pay Per Click: This is where an advertiser bids on keywords associated with an advertisement in order to achieve higher position on Search Engine results pages (sponsored links section) for searches on that keyword. Other options for advertising include Google’s display network (banner ads), remarketing (which serves ads to users who have previously visited your site), shopping ads (which appear as product listings next to a search result), and map ads (ads for physical locations delivered in the Google Maps tab).
What Are the Key Differences Between PPC and SEO in an SEM Campaign?
Position: SEO focuses on natural or organic search results which are displayed in the main body of the SERP. PPC listings are displayed as the ‘sponsored links’ on the top and bottom of the page (in addition to the other types of ads previously mentioned). Organic search results include all web pages which the search engine determines to be relevant to the query, while PPC reflects a targeted SEM campaign and may show results only in a specific geographic area, to certain audience demographics, or be time specific.
Promotion results: With an organic SEO campaign, a new website or Web page may take up to three months to show up on Search Engines as Google takes time to index and rank a site. However, SEO results in continuous traffic over a longer period of time. PPC can give an initial boost in traffic and is useful when launching a brand new website which is not yet appearing in organic results. However, when a PPC campaign is stopped and the budget is removed, any paid traffic stops immediately.
Perception: Organic ranking positions that happen as a result of an SEM campaign are seen to be unbiased and have a higher level of credibility. SEO rankings are unpaid and based on the relevance of the page to the keyword, but with PPC, the more you bid on a given keyword, the better your position in the search results. For both organic and PPC SERPs, a higher position is more trusted by searchers and will get more clicks.
Price: With an SEO and/or a PPC campaign, there may be an initial set-up and ongoing fee if you engage an SEO company or PPC specialist to create a campaign for your business. With an SEO campaign, there is no cost per individual click or visitor, only the costs incurred during the efforts of your in-house team or SEO vendor. However, with a PPC campaign, there is an ongoing cost per click or visitor – the greater your budget, the more traffic your website will receive.
Professional advice: Ideally as part of an SEM campaign, both SEO and PPC require an SEO expert or PPC specialist to manage the campaign and make sure that you have selected the best keywords within budget and your marketing campaign delivers the desired results. You can manage the campaigns yourself, but you cannot be assured that you will get the desired results.
Whether you choose to invest in an SEO or PPC program will ultimately depend on your marketing strategy. When launching a new website, you may need to see fast results and use a short term call to action PPC campaign but over the long term, an SEO strategy will return more money on your SEM investment. Contact us to find out more about SEO and what strategy will best fit your SEM campaign objectives.
New year, new resolutions! Eating well, exercising 3 times a week, reviewing PPC campaigns from top to bottom…those are usual new year resolutions for anyone!
Wait…you had not (yet) planned on revisiting your PPC campaigns early in the year? On making sure every single aspect of them is properly optimised? On cleaning up the dusty campaign settings attic? Take that opportunity today by investigating the 7 common PPC settings errors below and making sure your account is ready to shine in 2017!
Error #1 – Bidding on Broad Match Type
Search Engine Marketing platforms allow advertisers to not only decide which keyword they would like to bid on, but also how they want to fine tune said keywords with their bidding; in short if they agree to be bidding on synonyms, variations or loosely related terms.
This translates into different keyword match types: Broad, Broad Modifier, Phrase and Exact. The further you follow that list, the more precise it becomes, meaning less volume but more targeted search queries.
Have a look at the example below:
Now, imagine you are selling wedding cakes and your “wedding cake” ad appears on Google for a “wedding dress online” search. How likely are searchers to click on your ad? How likely are those clicks to result in orders? Extremely low, minimal, no chance.
Broad match brings you volume, that’s for sure. But it’s not going to be profitable. One main thing to keep in mind – with Paid Search, quantity doesn’t matter. You do not want to pay for more traffic. You want to marginally pay more for highly targeted traffic.
Do not bid on broad match; it’s a complete waste of your budget. You are getting high number of impressions, low number of clicks. Your Click-Through-Rate goes down. You are barely getting any conversions.
Which brings us to…
Error #2 – Not Measuring Conversions
Marketing has a purpose – to fulfil a customer need. Paid Search gives you the opportunity to display your products and services to interested prospects. Some campaigns, some ads, some keywords will perform better than others.
If you are not measuring the right conversions, not allocating them face value or even not measuring conversions at all; then you simply do not know what’s working in your account – and therefore where to emphasise your efforts.
Some conversions are easy to implement and follow: a thank you page, an eCommerce confirmation page, a phone number tracking element… It will make a difference between a good campaign and a profitable one.
Make sure you also measure micro-conversions, such as newsletter signups or PDF downloads. Those smaller wins can lead to bigger ones and will help you when optimising your campaigns.
Error #3 – Not Using ETAs
Expanded Text Ads were launched in July 2016. This is basically an opportunity for advertisers to display a longer message, on a larger screen portion. More space means more ways to focus on your unique selling proposal or add that decisive call-to-action.
Here is how it looks like on Desktop and Mobile devices:
If you are not using ETAs in your campaigns yet, it just means you are not benefiting from that (free) chance to display your message on a larger real estate portion. And that’s okay, after all this opportunity is only 6 months old… But you should take this occasion to embark on using ETAs sooner than later. After all, you do not want less visibility for you, more for your competitors, do you?
Error #4 – Running Ads 24/7
SEM platforms advertise the fact that it’s so easy to set a campaign up, anyone could do it. A few clicks, enter your credit card details and off you go.
Well, this is partially true. A common mistake when adventuring in the wild waters of Paid Search is to treat campaigns as a “set and forget” part of your overall strategy. After all, that’s what they said: easy to set up so you can focus on what matters.
Weeks go by and you accumulate impressions, some clicks, all day every day. Having your campaigns running non-stop is by no means essential to your success. After all, would you open your store 24/7?
Fish where the fish are – open your Google Analytics account and look for hourly trends over a significant period of time. When did you record better numbers? When were you merely getting any interesting traffic? Analyse available data and shape your bids accordingly.
Error #5 – Bidding on Ego Keywords
Do you know what the most expensive keyword is in all of AdWords? Life insurance? No. Same Day delivery florists? It isn’t. Home loans? Nope. New York lawyer? Getting close!
Based on an 80 million keyword analysis, the most expensive AdWords keyword in the US is… “best Mesothelioma lawyer” at a whopping $935.71 a click. You read it right: nine hundred thirty-five US dollars and seventy-one cents. You can have a look at the whole list here. Obviously, this has to be taken with a grain of salt as this is a snapshot of costings when that audit was performed, but still…
Considering such cost per click and conversion rate, this means that the advertiser could spend anything between 20 thousand dollars (5% conversion rate) to 100 thousand dollars (1% conversion rate) for a lead. Not a client, a lead. Now do the maths…
What this tells us is basically that some advertisers are ready to engage in a bidding war for a keyword they are desperate to be visible for. It doesn’t mean that keyword is or can be profitable, it just means they “want that top position, no matter the cost”. This is simply not how bidding and keyword research should be performed. Ego keywords are expensive, and often not prone to converting (or at least, not to your preferred terms); but rather a drain. Stay away from those and focus on your Cost per Acquisition instead.
Error #6 – Not Having a Clear Negative Keywords Strategy
Negative keywords are probably the most efficient settings elements in your whole account. They act as true boundaries – between your offer and non-targeted searchers.
However, the same list of negative keywords should not be used globally throughout your account. Yes, you can implement a basic list which covers the essentials (think of terms like free, discount, cheap…) but this is not sufficient.
Negative keywords are a way of shaping your traffic by sending specific queries to dedicated AdGroups. Start by implementing negative exact match keywords to block them from accessing AdGroups you do not want them to accrue impressions for. This will allow you to actually decide (rather than letting the SEM platform in control) which ads you want to display for that keyword.
Obviously, with greater control comes more refinements. Think bidding, budget allocation, extensions…
Error #7 – Not Using Bing
By not using Bing, advertisers simply state they do not want to diversify. They do not need new ways for prospects to come to them and see their offer. They are ignoring a significant share of internet users.
Is there such a thing as “having enough business”?
Bing Ads currently offers a great platform to market on. There is an audience. The numbers from Bing are usually similar to better than AdWords; mostly because there is less competition. It makes sense to at least spend 10% of your allocated SEM budget on Bing for a few months and then look at results.
Start with a few of your existing profitable campaigns and simply copy them across for a start. Then look for opportunities, either with additional campaigns or using feedback from your new Bing account performance.
Those are some of the most common PPC settings errors we see in SEM accounts when taking them over. Hopefully, this can give you some ideas on what to look for and optimise in the New Year.
Should you need to discuss your PPC needs for 2017 and beyond, please get in touch. Our team of seasoned SEM experts will gladly help.
The time has come to begin creating budgets for your marketing channels in 2017. If you’re new to PPC (pay-per-click) advertising, you’ll discover how difficult it can be to budget for such channels.
Making a budget for an Australian PPC campaign is complex, but it hardly has to be challenging.
The secret is to clearly outline your objectives. Clear objectives will assist you in making calculated choices after your PPC campaigns are operational.
Ask yourself the following important questions:
- How much am I able to spend?
- How valuable is a “lead”?”
- What is my existing conversion rate?
- How many leads will I require via PPC?
Are you willing to commit to turning PPC advertising into a mainstay of your ultimate marketing plan, or are you just testing out the waters?
Your PPC strategy is a major aspect of both your annual and monthly budget. As such, whether you are a newcomer to PPC or are well-versed in it, it’s worth taking a moment to determine if your expenses are paying off.
When planning your budget, the most vital thing to think about are your lead requirements. You must make time to determine several components of your leads, including:
- Quality of leads
- Target CPL (cost per lead)
- Purchasing cycle
- Visitor frequency
- Geographic location in Australia (Melbourne, Sydney, Brisbane, Perth, Adelaide, Darwin, Canberra, and Hobart)
Calculating a Profitable PPC Budget: A Step-by-Step Approach
Businesses are using online marketing more than ever to increase traffic. If you are using a PPC campaign for the first time, figuring out the amount you need to spend can be complicated. With that, we have assembled this simple guide to help you come up with an appropriate PPC budget for your company.
There are 3 sections in this guide (which is Google AdWords-centric):
- Research Tools
- Figures to Be Mindful Of
- Step-by-Step Calculation
Section One: Research Tools
To begin, you’ll need to determine which keywords are relevant to what you are offering potential customers/clients. You’ll also need to figure out how much it will cost to get each new customer to your website.
There are several online keyword research tools available. Because we are calculating a budget for AdWords, Google’s Keyword Tool is what we will begin with.
The Google Traffic Estimator can help you assess how much, on average, each click will cost after you come up with a relevant keyword list.
A brief rundown of the Traffic Estimator:
- Step 1: Choose your language, location, and network
- Step 2: Enter your keyword(s)
- Step 3: Enter your CPC Max (the most you will pay for each individual click)
The average ad placement for the Max CPC should range between 1.5 and 3.0.
Be mindful not to set your average CPC too high, as Google may offer an estimate for a first-position click, which might not be what you’re striving for.
Section 2: Figures to Be Mindful Of
Website conversion rate:
This amount determines what percentage of website visitors are taking actions you deem valuable to your company. Actions may include newsletter sign-ups, a purchase of a product or service, or submitting a contact form.
If you’re not familiar with this metric, digitaladvertisingWorks™ can explain things specific to your business.
For instance, if 1 out of every 10 website visitors submits a contact form, 10% would be the conversion rate for your website.
A lead’s average closing rate: The percentage of leads that convert.
In this example, if 1 in every 4 leads buys something, 25% would be your average closing rate.
Section 3: Step-by-Step Calculation
Let’s say a $15 average CPC was projected by the Traffic Estimator.
$15: cost each visitor (Average CPC)
We know your website conversion rate is 10%.
1 lead / 10 visitors = conversion rate of 10%
Because the 10 visitors will need to be paid for, your cost per lead will be $150.
$15 each visit x 10 visitors = $150 each lead
If your sales team can manage 100 leads each month, then your monthly online budget for advertising would be $15,000.
100 leads x $150 each lead = budget of $15,000
Once you have determined what your budget is, add in your average closing rate and determine the amount of leads you could convert into sales.
100 leads @ 25% closing rate = 25 sales
Last but not least, determine your amount of potential revenue. In this example, every sale is worth $7,500
25 sales x $7,500 = revenue of $185,000
By making these calculations, you’ll be able to determine specific figures and understand your campaign better, which will help you determine what you’re leaving on the table. Upon making the required adjustments to your campaign, you can improve your ROI substantially.
Besides ongoing optimization—which is necessary if you want the best results from your budget for paid searches—there are alternatives you can also use. Facebook, Bing, and LinkedIn all offer paid advertising options that can be just as effective as your Google PPC campaign is (depending on who and where your target market is).
PPC remarketing can be quite an efficient tool if used properly. Not only are remarketing campaigns simple to establish, but they generally report greater interaction with more targeted visitors, higher conversion rates, and decreased costs per conversions.
PPC Remarketing is Fantastic for Several Reasons
- Greater conversion rates.
- Budget-conscious branding.
- Enhanced ROI.
- Decreased cost per impression.
- Specific targeting.
Which Option is Best for You?
When trying to gauge each solution’s potential applications and strengths, it’s evident that the pair of platforms should complement one another, instead of contrast each other. Several people compare the Google Display Network to Facebook Ads. Even though both platforms have several things in common, each of them has developed independently.
Facebook retargeting and AdWords remarketing are essentially the same thing, just named differently. Each of them requires you to place their “pixel” or “tag” on every page on your site. Afterward, you can develop precise lists that indicate the URLs or pages that you wish to include. The lists progress over a day or two, and after their audience has users, you can add them to a campaign.
- Each platform requires a minimum number of users before they can be targeted — AdWords needs at least 1,000 users, while Facebook requires at least 20 users.
- AdWords remarketing allows you to connect your Google Analytics account to your AdWords account.
- By doing so, you can develop more customized, precise remarketing audiences in Analytics and import them into AdWords. Using the Display Network, you can then retarget to those users.
- For instance, you may wish to include relevant URLs, as well as take precise actions on your site, focusing on like users who clicked on the “Add to Cart” button but did not complete a purchase, or download an eBook.
- This is not feasible with Facebook as it doesn’t come with Analytics integration. Further, the current Custom Conversions features don’t provide goal tracking for clicks alone (they must be destination URL goals).
Facebook’s alluring granular targeting features may be more advanced than AdWords currently is. Even though the Google Display Network lets you exclude or target specific users from your remarketing campaign per specific demographics (gender, age, parental status), general interests, and in-market affinity audiences, Facebook allows you to additionally divide your list with exact demographics, such as job industry, education level, title, and the like. They might not be qualified simply because they visited your website, so utilizing those extra exclusions or targeting may have an impact on your campaign’s performance and quality.
Advantages of Facebook Targeting
- More relevancy – marketing to exact targeted audiences allows you to develop personalized ads that isolate exact ad groups.
- Better CTR – by displaying highly relevant ads to people, they’re more inclined to click on them, which leads to a greater CTR.
- Increased engagement – if people notice a highly relevant ad, they’ll share it with their friends on Facebook, giving your brand a complementary boost of advertising.Suggestion: Behavioral targeting is most effective when mixed with interest, location, and demographics-based targeting. You may combine all of them together to create a Facebook audience that is highly defined.
The Google Display Network runs the AdWords remarketing ads, which is comprised of two million websites that reach more than 90% of online users. If you ever had the same image ad follow you no matter what website you went to, you were part of the process of remarketing.
Facebook itself runs their own retargeting ads, so the retargeted users would be exposed to your ads in the sidebar or news feed. Facebook’s Audience Network lets your ads reach past the social network to reach your target market on mobile websites, apps, videos, and articles.
A big and important variation between Facebook retargeting and AdWords remarketing is the option to cap the frequency of ads being displayed. AdWords offers a coarser level, as opposed to Facebook, who doesn’t provide them at all. As such, Facebook can display your remarketing ad to the one user several times for an unlimited duration. Inability to regulate the ad frequency may be a problem, particularly if your remarketing audience isn’t very big.
On the other hand, AdWords allows you to place a limit on viewable impressions per ad, ad group, and campaign level, in addition to the week, day, or month.
Creative Display Ads
Google Display Network usually needs more design because the most optimal method to use the network is through a complete album of picture ads in various sizes (so that they can fit in numerous ad placements on websites).
It is simple to have an add running without the need of a graphic designer on Facebook because you merely only require text and a high-quality picture. Additionally, it is easier to run a video ad on Facebook than in AdWords, which allows you to use other forms of media to engage your market.
What’s Best for You?
There’s no right answer to this question since every company is unique and has their own audience. It’s highly recommended that, if feasible, you should endeavor to mix both. If you’re unable to do so, consider narrowing down your primary objectives so you can determine which one to use.
When You Perform a Search for Your Brand on Google.com.au, What Shows Up?
One of the main reasons to assertively bid on your own Australian brand phrase is defense. If you don’t bid on your own brand, someone else is sure to. It pays to be observant! The best ways to be seen on Google are through PPC Search Ads. When your competition promotes an alluring offer through a Paid Ad, it will get attention. Have variations of your keyword that incorporates a service or product you sell with your Australian brand. For instance, look at the phrase, “Jetstar Flights to Sydney“. The “Flights to Sydney” aspect of the search query will enhance the likelihood of more competition showing up in the in the auction, regardless of whether they’re targeting your brand terms actively.
Pure PPC Branded Keywords – What Are They?
Typically, pure brand keywords are the 1-5 brand keywords in an account that don’t contain any generic aspects. For example, in the “Tigerair” brand name, [tigerair] and [tiger air] are the pure brand keywords.
Pure Brand PPC Bidding
Bids on pure brand keywords are under the microscope since 99.9% of the time the brand website is organically ranked on the top position for such terms, and these positions usually come with fully-expanded site links. Here is an example of a SERP for [webjet] in Australia.
At first glance, it wouldn’t seem prudent for Webjet to begin bidding on their own pure brand term since they would merely be paying for sales and clicks that would occur anyway from their organic listings.
In this instance, clicks to the website would substantially increase if they were to bid on this keyword. If there were to be a slow rise in traffic for this keyword, it will probably be very minor and won’t justify the extra cost.
Last but not least, even though the cost per click will be quite small, these clicks will still be more expensive than the free clicks generated by the organic listing.
8 Reasons to Begin Bidding on Your Branded Terms:
To stop your competitors from bidding on them
Competitors won’t be afraid to bid on your branded keywords if it helps them. But if you have solid copy laid out with fully implemented ad extensions, it won’t be long before their cost per click is at least $5, and their quality score is 1.
Your messaging can be regulated
You get free advertising through organic listings, but they aren’t terribly alluring. Paid ads provide you with a chance to develop an eye-catching message. Australian searchers will be encouraged to browse your website. Be mindful that your organic results may not take searchers to your intended landing pages. Capitalize on paid per click ads and refer your searchers to landing pages that convert well. Use Product Listing Ads, sitelinks, and other formats that engage the searcher.
Send traffic to pages that aren’t your homepage
The downside of organic listings is that they typically take the searcher to your homepage. You have more control with a PPC ad. Perhaps you want to promote an upcoming sale, or you want to direct traffic to a sign-up page of some sort. You decide what page the user is sent to with PPC ads.
The competition may invade your territory
Your competition may already be bidding on your branded terms if they have a strong PPC strategy in place. Therefore, if a searcher performs a query for your business, they’ll see your organic listings behind a vibrant, call-to-action ad promoting your competition. As such, traffic that would normally be sent to your website will now be directed to the intended landing pages of your competitor.
Even though you can control sitelinks within the Google Search Console, usually your PPC sitelinks can be controlled better. You can use your PPC sitelinks to advertise offers and upcoming sales or send users to intended category or product pages. You can even direct users to the sign-up page for a newsletter subscription. You can always conduct some A/B testing to determine which combinations are most effective.
Branded terms are a bargain
Everyone is always on the lookout for cheap keywords with substantial search volume. Your own brand name might be one of those keywords! Don’t rely on just the name of your business – bid on your domain name or specific services and products you offer. These keywords are budget-friendly and can generate several of your highest Quality Scores and click-through rates.
Long-term brand awareness measurement
A practical approach to measuring long-term brand awareness is to bid on your pure PPC brand terms. How is the growth development of your brand? How is it being altered on different devices? Did your TV-campaign have any effect? You can get real-time answers to all these marketing questions with a branded ad campaign.
Get high-quality leads that are close to converting
Those who are conducting queries for your branded terms already are familiar with your business. They might have been referred to your company by family, friends, or work acquaintances. Regardless of how they know you, they are aware that you can provide them with what they’re looking for, and are probably deep into the buying cycle, more so than a window shopper who is Googling generic keywords.
Ultimately, Paid Search is a very measurable form of media that will give you bang for your buck. There are an abundance of incentives to develop your own pure brand PPC terms, but it is advised to assess them on an individual basis. It may not be practical for some Australian brands, but for others, it could be necessary.
Want to go further? Get more details on digitaladvertisingWorks™ PPC services or contact digitaladvertisingWorks today.
People are using smartphones all over the world to do business, communicate with family and friends, and shop online. In fact, it is forecasted that 1/4 of all ads clicked on Google will originate from smartphones by year’s end. That’s essentially a 500% increase from January 2011!
Is Mobile PPC Worth It?
- There will be 6.1 billion mobile phone users across the globe by 2020.
- Digital ad budgets, which include searches on smartphones, are believed to double to approximately $59 billion by 2018.
- 47% of Millennials regularly search for products and services locally using a smartphone, tablet, or watch.
Mobile marketing isn’t restricted to a younger audience, however. Even though a mere 13 to 18% of Baby Boomers utilize mobile searches, their offspring will follow the trend of the Millennial generation, with a 42% probability rate to conduct searches with a mobile device.
This would hardly be of consequence if high-end mobile devices weren’t ad campaign-ready. That said, anyone who owns a mobile device is aware that conducting searches on a mobile device is not the same thing as searching for things on a computer.
The results page format is not the same, either. Competition, user decisions, and even the device itself affect the outcome. This gives you a perspective on how to target people who perform searches on mobile devices. Consider the following suggestions to implement when developing your own mobile campaign:
Utilize ad extensions when developing a mobile PPC campaign. The location and call extensions should be taken advantage of, as potential customers can use their mobile devices to contact your business or get to directions to your company with one click.
AdWords/PPC Call-Only Campaigns
One of the newest ad types in Google AdWords are “call-only ads”.
If you want people to contact you from your PPC ads, you can set up a click-to-call call-only ad campaign. At the moment, this campaign can only be used to target the Search Network.
Call-only ads are programmed to be displayed exclusively on mobile phones, so they won’t be seen on search results on a computer screen.
The ads are adaptable to device-type and developed to encourage potential customers to use the call button.
You can use CPC (cost-per-call) in your campaign just like other kinds of ads.
Mobile PPC Keywords
Between voice searching and thumb-typing, it can hard to decide which keywords to use. Be mindful of the following:
Broad match keywords are optimal for a mobile campaign, since mobile users often spell a search query incorrectly, unintentionally, or otherwise. You should also come up with alternative keywords for phrase and exact matches.
The length of an average search query is quite similar on computers and mobile devices, so you’re not restricted to words with minimal characters.
Since mobile users conduct searches on their smartphones for immediate answers, ensure the keywords you select are action-oriented.
Mobile PPC Bids
The abbreviated search engine results page (displays 2 ads on top and 3 at the bottom) makes accomplishing a higher placement necessary. Track your placement observantly to ensure that individuals can see your ad. This might require a larger bid, but be mindful that mobile costs per click are typically not as costly as computer searches. Click-through rates are higher, too!
Mobile Text Ads
For the most part, mobile users make spontaneous choices (rather than thinking a purchase through practically). Here are some things to keep in mind when designing your ad:
- Customize your promotions for mobile searchers.
- Ensure that your calls-to-action and promotions are something mobile users will want. Use key phrases like “Call Now” and “From Your Phone”.
Monitor your phone numbers – you needn’t display your phone number in the text of an ad if you’re using location or call extensions already; it will automatically be displayed. Also, note that you aren’t able to display your phone number in a mobile ad’s sidelink or headline.
Mobile Landing Pages
People should be directed to landing pages that are optimized for mobile devices. In fact, Google will penalize your Quality Score if you don’t comply with this protocol. Keep the following in mind to create a pleasurable experience for those who come to your website from a mobile search ad:
- Landing pages should be quick to load and lightweight. This is standard practice, as mobile users aren’t known for their patience, particularly when conducting the search with slow internet speeds.
- Be brief and specific; don’t go text-heavy, as an abundance of words can scare away a searcher, and may not be very legible on some mobile screens.
- Make use of big buttons and large text, both of which can be used as hyperlinks.
- If you are set up to get phone calls, display a phone number to call.
- Show your address, especially if your business is local. Make it simple for people to find you.
- In your forms, use minimal fields.
Mobile PPC is coming on strong. Google is heavily promoting the adoption for mobile, and smartphones are becoming the standard platform for online searches. It might feel tedious to develop new campaigns customized just for mobile phones, but mobile PPC ads can be a prosperous opportunity for paid search marketers.
3 Quick Wins to Make Your Landing Page Experience More Relevant
A practical landing page is vital for all PPC strategies. You must make sure that a landing page accommodates the customer’s expectations and is effective enough to convert clicks into conversions.
One of the key factors of maintaining a PPC ad campaign is a relevant landing page connected to your ad. Since landing pages are usually the initial touch point a potential customer has with your brand, it’s important to develop a strong first impression and provide an influential experience. Landing pages are the greatest way to achieve that.
1. On Your Landing Pages and Ads, Keep Your Message Brief, Yet Consistent
You’ll often see ads that promote different things than their landing pages do – this is less than ideal. When running an AdWords campaign, ensure your promotion is consistent during your whole advertising process. This is known as “message matching“.
If you are offering a free trial on your PPC ad, your landing page should be offering the same thing. If your PPC ad is promoting a white paper, the landing page shouldn’t be any different. The wording in the ad and the landing page should also be quite similar.
We conducted a very basic Google search for the key phrase “Australian health insurance.” In this instance, Medibank Health Insurance provides a brief, easy to understand and consistent message in both their landing page and PPC ad. The consistent themes are “Health Insurance Cover Options” and “Family Cover”.
You’ll see the extension links to “Get A Quick Quote Today” in the PPC ad, as well as “$200 Gift Card”. You see similar words on the landing page, “Want a $100 gift card?” for individuals, and “Want a $200 gift card?” for couples and families, followed by the CTA: “Get a Quote”.
Bupa Health Insurance executes this well in both their landing page and PPC ad. Their primary keyword, “Ambulance Cover,” is displayed in the landing page copy, as well as the ad.
Your landing page CTA should also be brief and associated with your promotion.
It’s vital that you put plenty of effort and time into developing a proper landing page to ensure your CTA is simple to identify and effective enough to convert.
Easy Methods to Enhance the CTA of Your Landing Page:
- Position your CTA in an area where visitors won’t miss it (above fold).
- Creating CTA button with a contrasting color.
2. Use Encouraging and Unique Content on All Your Landing Pages
No one wants to see the same content on each landing page you have. Instead of posting the same content on all your landing pages, produce unique content for each of them. Ensure your content is original and corresponds to the ad.
If you’re managing your PPC campaigns properly, you’re routing potential customers to a landing page, since those singular pages are developed to create leads from paid ad clicks.
Communicate with your visitors using a friendly approach. It is vital to use a non-threatening tone in both your landing page copy and PPC ad. Be mindful that they should be relevant to one another, so use an identical tone for both. When writing copy for them, think about how you would speak to someone from your target market face to face, rather than digitally. Doing so can encourage good copy and make you sound more organic while simplifying the engagement process for potential customers.
Use bullet points, numbers, and other forms of content that matter to people, even if they don’t know it. Those who click on AdWords ads for are doing so because they think you will provide what they’re looking for. These people don’t have the patience to go through long-winded text. They want to scan your wording for the keywords they’re looking for. If you communicate your message with brevity, you won’t scare potential customers away, buying you more time to convert them.
3. Immediately Explain to Visitors What Makes Your Product/Service So Unique
Do you promote a free trial without a credit card requirement? Specify this in your landing page copy, as well as your ad. Did your business rank best-in-class for whatever you specialize in? Promote that on our landing page and ad copy, too.
The following instances highlight the search results for the key phrase “criminal lawyers Melbourne“:
There are some negative and positive characteristics, as you can see. Farrelly Legal’s and James Dowsley & Associates’ ads are alluring since both promote enticing features (example: “First Appointment is Free”). This is a big positive. However, when you click those ads, you are directed to each company’s respective homepage, rather than landing pages. This is a big negative.
Ensuring that your PPC ad and your landing page have matching messages is vital in the world of digital marketing. It’s one of the simplest actions to take in order to improve the user experience and increase conversion rates. This is due to the strong first impression you develop that encourages people to take the next step. Implementing the above suggestions for your own landing page and PPC ad creation will set your campaign on a prosperous path.
Last June, Google announced at SMX that the upcoming ‘3 Pack’ would be comprised of an individual sponsored listing and a pair of organic ones. Recently, however, Google has been experimenting with an updated AdWords Express Powered product in the San Francisco Bay area, and it seems that the ‘3 Pack’ are indeed AdWords-sponsored listings. When you take a closer look at the figures, you can see why this is the case. The number of people and small businesses they want to target, such as electricians, plumbers, dog walkers, handymen, servicing a multi-billion market in America.
Australia: A Region Ready for Disruption
Although there are several US-based players in this field (TaskRabbit, Angie’s List, HomeAdvisor, Pro.com), no singular company has achieved total domination of the marketplace. In fact, several of these organizations are financed by Google (Thumbtack)!
With that, how long before Australians can anticipate seeing a similar offering from Google? Currently, it looks like Google AdWords is fine-tuning their contribution in America. So, what can we learn from the U.S. roll-out? What will the ramifications be for local lead generation services when they begin in Australia?
Here is a screenshot of Google’s local snack pack as it currently looks in Australia.
Something to be Mindful of
Google AdWords are not accepting any more contractors to the beta test at the moment, so those that are already listed are the last candidates being utilized for this test. Feedback regarding the success of those in the beta experiments has been noted, though.
Shafer Contracting, a Bay Area home services provider, stated that the company grew by 30% upon being seen in the home services ads. This makes the recent extension to the Sacramento area a key time for contractors who service Sacramento, as they can take part in the home services program prior to it getting filled up (like it did in San Francisco).
The most recent list of home services Google is currently experimenting with consist of:
- Home Cleaners
The new home services ad is Google’s way of obtaining some of the home services market share and compete against similar service providers such as Angie’s List, Home Advisor, and Amazon Home Services.
A Possible Threat
Even though there are no signs that Google will inherently offer their product to Australia, there are existing companies to use as an alternative. Each of them are mindful that they are serving customers who are mobile, and won’t be inclined to use those platforms if they’re not worthwhile. Examples include ‘mobile marketplace’ Airtasker, where you can book someone to run errands for you, as well as Quotes by Quotify, Hipages, Oneflare, ServiceSeeking.com.au platforms committed to the home improvement field.
Oneflare’s – Quoting Android App
Until Google shows interest, local players in Australia – like Oneflare – companies can keep enjoying the advantages of being first-mover and fight hard to be the leader in an ever-changing local services market.
What to Anticipate with Google’s New Home Services Ads in Australia
The home services ads that are currently shown in America include the following elements:
- Company name
- Image of company owner
- Company location
- Contact info
- Button to Submit Request
As most Google management agencies, have seen, Google home service ads for some industries have dominated Google’s local packs. The previous local packs were taken by Google’s complementary “My Business” pages, which previously ranked organizations based on various signals.
The following cities in the San Francisco Bay Area stimulate the home service ads’ appearance at the top of organic search results. The ads have become progressively intricate; Google has been effective in targeting particular services associated with each industry.
|Alameda, CA||Albany, CA||Atherton, CA|
|Belmont, CA||Belvedere, CA||Berkeley, CA|
|Brisbane, CA||Burlingame, CA||Campbell, CA|
|Castro Valley, CA||Colma, CA||Cupertino, CA|
|Daly City, CA||Dixon, CA||Foster City, CA|
|El Cerrito, CA||Emeryville, CA||Fremont, CA|
|Hayward, CA||Hercules, CA||Hillsborough, CA|
|Los Altos, CA||Los Gatos, CA||Millbrae, CA|
|Milpitas, CA||Monte Soreno, CA||Mountain View, CA|
|Newark, CA||Oakland, CA||Palo Alto, CA|
|Piedmont, CA||Redwood City, CA||Richmond, CA|
|Ross, CA||San Francisco, CA||San Leandro, CA|
|San Lorenzo, CA||San Mateo, CA||Santa Clara, CA|
|Saratoga, CA||South San Francisco, CA||Stanford, CA|
|Sunnyvale, CA||Union City, CA||Woodside, CA|
It also looks like those home service ads are just for desktop screens and aren’t shown on mobile search screens at the moment.
The Local pack is being displayed in mobile search. Google is also experimenting with layouts that feature the local pack and the home services, which may be a path they could shift towards down the road.
How Is This Beneficial for Australian Service Professionals?
U.S based service professionals should make use of this new service. Jumping the bandwagon for Australians ahead of time will allow locals service providers to acquire experience with the platform early, and possibly land a good spot with positive reviews and an understanding of how the system operates.
When the service gets popular, it will be more costly and difficult to land clients at an affordable rate, as competition will raise prices. By that time, local tradesman will want to be ahead of the competition by being a verified business with an abundance of reviews under their belt.
The Google Home Service advertisements are a fascinating experiment by the search engine. To consumers, they offer credibility by locating quality and reliable home service contractors. Subsequently, those in the home improvement field get a chance to use Google Ads in a pay-per-lead model.
That said, it will become more difficult for professionals to gain entry to the program and remain there, as harder screening procedures and high service standards will be utilized to obtain positive reviews. Keep your eye how the test goes in California, and if Google will make modifications to the rest of the globe, including the Australian market.