Category Archives: GOOGLE Ads

Pay-Per-Click Advertising

Top Pay-Per-Click Advertising Mistakes Have To Avoid

With the advent of platforms like Google AdWords and Bing Ads, posting targeted advertisements by Pay-Per-Click (PPC) Advertising method has become infamous. Just like any other digital marketing initiative, PPC requires honest efforts, a solid plan of action and effective execution. The concept is simple. Pay-Per-Click Advertising target users on websites through information like gender, age, geographical location, and device type/operating system and device type. Businesses/brands pay for publishing their ads which are targeted to the right users via the information provided above and here is also a helpful concept about the Adword Phishing which is an attempt by Google AdWords

PPC:-

Pay-Per-Click Advertising is associated with specific keywords, which when the user types in Google Search are matched and the relevant ad is displayed. For example, if you are an 18-year-old girl residing in Gurgaon and you search for Software coaching institutes, you will get relevant results near your location. Also, the ads may differ if you are using a laptop or a phone (i.e. device type). Pay-Per-Click Advertising is a clever and effective way for marketers to target ads not just on websites/blogs but also on popular apps. The advantages are huge, but only when used in an intelligent way avoiding foolhardy tactics. It is no surprise that the marketer often gets stuck up in their Pay-Per-Click Advertising campaign failing to get the desired number of clicks and that all is considered or a part of marketing and to know about how PPC & Search engine marketing strategy of works.

For example, a major problem marketer’s face is that they are unable to get/search many keywords for their ad. An ample amount of research is required to get a lot of keywords matching your Ad URL to have viewers. Failing to do so leads too little to no clicks since your audiences’ keywords don’t match yours.  Also, before setting up an effective Ad campaign there are abundant setting options that need to be disabled. You must be well aware of those before getting going. Also, many businesses think of running ads 24×7 quoting the high probability of visibility. It may not be so always.  It may be more effective to target Ads at the right time only. Moreover, if you are a business that is advertising a service that operates only during work hours, then it makes no sense to advertise 24×7.

PPC Advertising Campaign:-

There are a plethora of points marketers need to keep in mind to market their brand through Pay-Per-Click Advertising successfully. It’s all about avoiding common mistakes and standing out. Let’s dive deeper and explore what are the don’ts of Pay-Per-

Click Advertising:

  • Don’t optimize everything all at once. For example, you change your Ad content, bids and keywords together. It may lead to more visibility of your Ad but you will never know which factor worked the most. Or which didn’t at all. Thus, in PPC campaigns Optimization is a planned step by step process. It shouldn’t be done all at once as it could kill useful insights.
  • Analysts can’t emphasize the importance of A/B testing. It is crucial for every step-in time. For any small change, be it ‘20% off today’ or ‘20% off now’, customers can show a diverse pattern of behavior. A/B testing needs to be performed at regular intervals to gain insights.
  • Perform careful bidding, not eyeing the top every time. Of course, everyone wants to be at the top, but bidding for the top blindly can blow your budget more than the revenue you would generate by more clicks. Consider ROI carefully and always bidding for the top is not the best ROI in the long term.
  • Google offers an innovative tool called Extensions. You can include special offers, text messages, and other attention-grabbing content. Extensions increase user engagement with your brand and make your ad look more fun. If used smartly, extensions can boost your AdWords Quality Score and better your Ad position. Ultimately, it’s all about effective optimization of Extensions to increase the visibility of your ad

         Pay-Per-Click Advertising

  • Schedule your ads at the appropriate time. Run ads at a time they are most relevant. For example, if your restaurant is closed on Friday, then you wouldn’t run the ad ‘Come in Today’ on Friday. Also, you enjoy cheaper clicks at a time when your competitors’ budgets are depleted. Thus, monitoring the ideal ‘days of the week’ and ‘time of the week’ is important.
  • Another mistake marketers commit is not having a proper structure of your Pay-Per-Click Advertising campaign. Not categorizing layout of your Ad with respect to medium like Facebook, YouTube, etc.; not setting budgets on areas of your business you wish to promote signify poor structuring. Also, not being able to send potential customers to landing pages most relevant to their search is another limitation.
  • Don’t run a campaign for a very long time because it doesn’t leave room for much change in your Ad. In contrast, a campaign for a short period of time allows for significant changes that could attract a big pool of customers. So, don’t commit to a long-term campaign.
  • Don’t ignore attribution analysis in Google Analytics.

It is very rare that someone converts to a customer on the very first visit to your ad. Usually, after seeing your ad, if the user is interested to buy something, he/she will search for competitors and then decide what’s best. He/she may make multiple visits on your website at different times to narrow down if she will buy your product or not. Thus, to gain insights about what influenced customers’ decisions and for future decision-making, rigorously use attribution analysis offered by Google Analytics.

 

  • Not linking all your Google properties. The integration of Google properties with your AdWords account generates more data and opens the door for more optimization and business insights. Link Google Analytics, Google Merchant Centre (for example, enable shopping campaigns by uploading your product details to Google), Google Play, Search console and your YouTube account to AdWords.
  • Hyper-focusing on optimizing only certain keywords is another potential error often committed. Open your mind to diverse keywords/ ways of searching. Keep an eye for fundamentally different types of keywords and optimize a large set. Analyze what could you be doing differently in your account.

We sincerely hope these tips come in handy for when you start your PPC Ad Campaign. Wish you all the best!

 

 

 

 

 

 

 

 

 

Pay-Per-Click Advertising

How to use Pay-Per-Click Advertising for your small business?

Search Engine Optimization (SEO) and digital marketing to boost your brand publicity are one of the hottest trends today.

So, while we’re at it, you may want to know how the Pay-Per-Click Advertising works does. Pay-Per-Click Advertising is a marketing strategy in which companies develop Ads and collaborate with online platforms that publish their ads and the best ways to improve the Pay per Click Campaign

The businesses then pay a certain amount to platforms depending on the number of clicks garnered. Businesses that run such Pay-Per-Click Advertising campaigns online bid for phrases that the user might use while searching. The more keywords or phrases the Ad company is able to get under its belt, the more likely it becomes to get more views. Those views could be on the Ad itself or on the landing page. also visit here to know about Google Adwords and responsive search ad

With platforms like Google, Bing, Facebook, Twitter, Instagram there is an abundance of ways to increase your product outreach. From search engines to social media getting big, small businesses definitely have a variety of resources at their disposal. However, with stiff competition using these resources to one’s advantage is the real challenge.  When the majority of Google search users don’t visit the second page at all, you have to up your game to get your Ad on the very first page. This could be ridiculously difficult if you’re a small business or have just started. Mentioned below are common Pay-Per-Click Advertising platforms and how they work:

  • Google has developed a tool specifically for digital marketing called Google AdWords. Since it is the most popular and commonly used search engine, it is a wise option to get started with AdWords. You can research different keywords relevant to your Ad. Google also provides various Analytics tools to show you AdWords Quality score, which tells you the performance of your Pay-Per-Click Advertising. There are many other options available at your disposal.
  • Bing is another search engine that shows your Ad on Yahoo. It is the second most commonly used search engine after Google and can cost you less on Ads.
  • Facebook is the giant of social media. Many people believe it to be a monopoly since it controls a major chunk of online data. It’s the go-to for most companies when it comes to advertising their products online. Facebook also gives the advertisers data about their users to let businesses know more about them and target Pay-Per-Click Advertising effectively. This helps the businesses a lot who look to connect with their audience at a personal level.
  • Instagram’s popularity has skyrocketed unexpectedly. With the world going digital and people seeing the world through a digital lens, Instagram offers access to a diverse audience. If you can reach your target customers through creative visual content, Instagram is your oyster. It could be even more useful if you are eyeing millennials.
  • Twitter is an online news and social networking service which has an active user base. You can leverage it to broaden exposure of your company, share informational content and promote your brand. Also, what’s interesting is if your tweets are funny/ relatable for the users, you could get many retweets. This will increase your popularity. As history has shown, Twitter is heaven

For amusing and intelligent content creators.

  • LinkedIn’s key objective is reaching a professional audience for B2B enterprises. You can easily network with relevant businesses and crack a deal.

In order to push your Pay-Per-Click Advertising above your competitors’, there are certain strategies/tips you need to keep in mind. To stand out, you have to put a keen effort and be consistent. Here we list down crucial points you need to keep in mind before starting your PPC Ad campaign:

  • Research your keywords well. If you want to sell your product well, you need to know your target audience. Since search engines and other platforms use algorithms to pick keywords and show relevant ads, you have to pay keen attention to picking the best keywords. Research phrases and keywords that match your commercial intent the most. In order to be relevant to your audience narrow down your keyword to those that exactly resonates with your product/service. Also, remember that researching keywords is a regular process. You can use tools like SEMrush, Google Keyword Planner, Ahrefs Keywords Explorer to search for keywords.
  • Customize your landing page with a ‘call to action’. As soon as users click on your Ad they are directed to a landing page. In order to convert a customer, you want to show something interesting about you. To make your page look more engaging make a ‘call-to-action’. It could be anything from ‘download a free trial’ to ‘subscribe to us today’, depending upon the type of your business. Your landing page should be interactive and prompt the user to know more about you.
  • One more thing you may need to keep in mind is the loading time of your page. Studies have shown that 49% of consumers expect a web page to load in 2 seconds or less and 40% of viewers leave a website with a loading time of more than 3 seconds. So, make sure you page loads within 2 seconds to avoid losing out on potential customers.
  • Review your AdWords quality score and try to enhance it. Google measures this score from 1-10 and a higher score implies more exposure to your ad and a lesser cost per click. Google decides what ad to show and where to show it based on your quality score. Readjust your keywords, relevance of your text and quality of your landing page to boost your quality score. Simply put, an AdWords quality score determines the value of your ad. The more, the better.
  • Devising a comprehensive Pay-Per-Click Advertising campaign has become a science. For a small business (SB), it is advisable to rely on a professional specializing in Pay-Per-Click Advertising, since most of SB’s don’t have the means of outsourcing paid advertising. Listed below are some resources your small business could use to manage your campaign:
    • WordStream makes it easier to handle social media alerts and analytics dashboard
    • PPC Hero is a blog where PPC advertising experts share their wealth of knowledge about running a successful campaign
    • Facebook for Business does a great job of walking advertisers through the process of PPC Advertising

We sincerely hope our tips help you in understanding PPC Advertising better!

 

 

 

Google Adwords

Google AdWords & new responsive search ads

Google’s new advertisement format (Google Adwords) is now equipped with Beta. This means that now you can add as many headlines and key phrases to your advertisement as possible and use pay per click display advertising for small businesses. Google will combine them and make various combinational alternatives and try them on an experimental basis. The combination which garners the most amount of traffic and boosts viewership will be selected as theft option by Google. This way Google AdWords is basically doing the work for you by helping you do out the most effective and suitable combination. This beta feature will be available under the Google AdWords keyword tool, which, however, may not be available to everyone yet. The method that these cyber thieves were able to compromise Google AdWords users is through something known as ‘phishing’.

Google ads are way more responsive and flexible in action with very little preparation required. They are capable of diverse features such as a change in sizes, appearance, and format on their own. Basically, it transforms and diversifies and we have also ahave some ideas how Take Advantage of Strategic Audience Targeting Adword sitself as per the need of the moment.  Google AdWords starts with the creation of an appropriate campaign; something that will be based on your company’s advertising goals. The various campaign types include-

  • Search network with display select
  • Search network only
  • Display network only
  • Universal app

Campaign Sub Types:

Campaign subtypes are of three types- standard, all features, and, marketing objectives. Another yet important aspect is naming your campaigns appropriately. Align your campaign names with the goals or your organization to achieve a better success rate.

The benefit of having multiple options for ads are that ad groups get a better opportunity to compete in auctions and when you use more keywords to trigger those Google AdWords.

The steps to create a responsive ad are explained below:

Create the ad

  • Click on the tab saying
  • Enter the url and the path text. Your review ad will appear almost instantly.
  • Now enter the headline options. Remember the minimum is 3, but you could use up to 15 options.
  • Enter the description. The minimum for description is 2, maximum being 4.
  • Save your work and edits.
  1. Edit the ad
  • Find the bar saying- ads and extensions.
  • You can now find results and add filters.
  • There is an option saying attributes, go there and click on ad
  • Now click on the text saying responsive ad search.
  • There will be a standard edit icon. Click on it, this will allow you to edit your ad
  • Make the desired changes and don’t forget to save.
  1. Headlines and combinations– Google will create a combination from within the maximum of 15 ads and 4 descriptions that you entered in the before steps. Make the headlines distinct from each other and remember that the options can basically occur in any order.

Campaigns are a select set of ads under a particular group and following are two important points you need to follow while on your campaigning mission-

                                                   Google AdWords

  • Organized- stay organized and focus on a structure based campaign, also segment your campaign as per product lines so that it is easy to evaluate the progress.
  • Campaign structure– there is a particular setting for controlling the campaign- both as a collection of Google AdWords groups, as well as individuals and they affect the audience targeting for google ads .

A few other points that you need to remember while posting or creating an ad even are listed below-

 

  • Location- geo- targets your campaign for better results. This is especially helpful if your business is targeted for the local audience.
  • Languages- if your target is o break all geographical boundaries and establish the business at a global level, then consider publishing the ad in multiple languages, or in an international language for everyone’s benefit.
  • Network and devices- consider the set up of network and campaign techniques, and the choice of data as the campaigns could be draining on your data. Also decide the choice f device – laptop, mobile, etc. for your convenience.
  • Bidding and budget- do you plan to optimize the conversion of your campaigns?

Consider your budget constraints and considerations that would put groups under specific campaign departments.

These above points are crucial in mapping your campaign structure.

The above pointers should be kept in mind even while planning the expansion of a product or product line, services or any new strategies.

                                       Google AdWords

Remember that this feature works only when you add the “ads” to ad groups where some ads already exist. No point if you think they will function for individual ads too. There are chances that few of your combinations may not even show. This is all in line with the Google policy were only those ads are shown which have the highest traffic gathering capacity. As per the policy, the ad may show up to 3 headlines and 2 descriptions, these being the minimum numbers. But remember, the description or even the ad itself should in no way violate the Ad Word policy; else the content may be prohibited for use.

The main reason for this policy is to help Google achieve greater integration with ad words. The benefits of responsive ad words is also said to extend to small business and marketing teams, basically the ones with limited resources. However, one important question remains, i.e., whether Google ad word search is the best option for your business. If your business has legal compliances, or there is a requirement for proper disclosure of all necessary information, then in that case responsive ads can be a bit tough to handle as ad components combine themselves, and only a particular combination is shown to the final users. However, if your business does not require the follow of stringent rules and policies, then this feature is definitely worth a try.

Responsive ad searches are however still pretty new and there is requirement for more experimentation in the field only then can it be known whether it is impactful for all sorts of traders and businesses.