Posted by: Hannah Gordon-Smith On Monday, February 11th, 2013 - Google
| PPC Tools
As technology becomes more advanced and search becomes more sophisticated, user behaviour has become equally more complicated and diverse.
People are searching at different times of the day, from different locations, with different devices and each search has a different objective. Whether one is; looking to buy, looking to research, looking to find a store or just looking to email or call, our search behaviour changes and adapts to our circumstances – so our search results should change too.
This is where Google Enhanced Campaigns come into play.
Before, if you wanted to segment your advertising messages by variables such as device, time of day and location – then your account structure would have included campaign duplication and extensive campaign management.
For example; if you wanted your strategy to display different bids and ads to customers dependent on; what product they are looking for, what device they are using, whether it is night or day time and where they were located, then your account could be set up this:
- 5 different products = 5 different campaign
- With 3 different devices = 15 different campaigns
- With 2 different times of day = 30 different campaigns
- And 2 different countries = 60 different campaigns
Now, with Enhanced Campaigns, Google allows it’s advertisers to manage and run all these variables within a single campaign, allowing advertisers the chance to manage their accounts in a much smarter, powerful and advanced way.
Advertisers can now have ads that change and adapt to variables such as time, location and device. This will enable you to display a different site link, app and ad content dependent on what, where and when your customers are searching.
For example, you may only want “contact us” as a site link during your call centre opening hours, or to show directions to users 1 mile away from your store.
Powerful Marketing Tools
With multiple bid adjustments, advertisers can bid differently for different devices, time of day and locations – all within one campaign! This is done with a ‘%’ system.
For example, if mobile users are more important than desktop users, you may want to bid +50% more for mobile. If your mobile web experience is poor and doesn’t convert, you may not want to bid on mobile, in which case it will be -100% less than desktop.
Advertisers can now track new types of conversions, such as calls, downloads, in store purchases and cross device conversions. Please note that in the UK, additional conversions are only calls and downloads.
- Tracking in store purchases is currently on in the USA and this measures “offline redemption of saved offers from ad extensions”.
- Cross device conversions is a development that is coming soon, which will be able to measure a conversion that started on one device and ended on another.
Firstly, keep an eye out for Enhanced Campaigns in your account and begin to migrate over.
My advice would be to start experimenting with Enhanced Campaigns as soon as possible.
Set a small budget aside on an enhanced campaign and get a feel of its capabilities. For more information on how to successfully migrate your campaigns to enhanced campaigns give the Digital Clarity team a call on 0845 388 4071 or email firstname.lastname@example.org
Last few things to remember!
Below are 6 key points that are important to remember when migrating and optimising to enhanced campaigns
- Finally! Google have introduced individual management and reporting for site links. This will enable advertisers to see which site links are getting clicks and impressions and optimise them accordingly.
- Tablets and PCs are now considered one device not two separate devices. Google have suggested that users are now using tablets like PCs which means that we should be optimising them the same.
- Calls can now be measured as conversions, and you can set how long the call needs to be in order for it to be measured as success.
- There will now be an ad preview pane, so you will be able to see what the ads look like on mobile and PCs.
- Campaigns will run on all devices, so make sure that you are either not bidding on mobile, or set up mobile specific ads and bids.
- Mobile bids are NOT at keyword level – for the time being, it seems that these will have to be adjusted at campaign level.
- Google will be automatically opting everyone into Enhanced Campaigns so make sure you are prepared in plenty of time.
Let me know how you are getting on with Enhanced Campaigns and feel free to contact me if you have any questions.
In the meantime – Happy optimising!
Posted by: Hannah Gordon-Smith On Monday, February 4th, 2013 - Google
| Pay Per Click
Need help pushing your PPC account? Below are some of the biggest myths about PPC, which we should all be aware of if we want to optimise our account effectively.
Myth one: Raising CPCs is the best way to get higher positions
In all honesty, it is the quickest way, but not the most cost effective way. By raising your CPCs, you are being more competitive within an auction – but wouldn’t you rather pay less and get better positions?
Buy improving your quality scores you can increase your positions without increasing your spend! Read our blog for more information on how to improve your quality score.
Myth two: Ads can be evenly distributed
There was uproar when Google AdWords announced that ads will automatically be optimised for clicks, as this meant that ad copy test (A/B testing) would become void. Since this release, Google amended this and now ads will be “evenly rotated” for the first 30 days – but this doesn’t give you long to test your ads.
Myth three: “If it ain’t broke, don’t fix it”
It’s true, if your account is working well then why should you amend, change, optimise anything? But the truth is, you should always be on top of your account, regardless of how well it is working. Don’t just set up the account and walk away, PPC can be time consuming as it needs constant attention. Anything could change in a moment, seasonality, press, moral panics, weather etc and you should be prepared for anything.
Myth four: Long tail keywords are cheaper, let’s not run on generics
Sounds great in principle, but don’t just make assumptions without knowing for sure. Run extensive keyword reports in analytics to understand the influence of each keyword. Some long tail keywords only convert because your customers found you on generic terms first. So if you didn’t have generic keywords, you may not have conversions. Every account is different, so don’t just take someone else’s word for it.
Myth five: Let’s just copy our competitors ads
It’s always important to be aware of what your competitors are doing and offering, but you should never copy your competitor’s ads. Firstly, you want your ads to be unique and stand out from the crowd, but also, why should you copy an advert when you don’t know whether it works or not?! You don’t have their data, so you don’t know which ads work best. I would recommend running your own ad test and making conclusions from actual data, not predictions.
For more information on PPC strategies, or if you would like a free PPC audit, email the Digital Clarity team on email@example.com
Posted by: Hannah Gordon-Smith On Monday, January 28th, 2013 - Marketing
| Pay Per Click
PPC campaigns not working how you need them to? Or are you stuck in a rut whilst trying to push forward? Below are some of the biggest mistakes you need to fix today if you want to progress your PPC account.
Everyone is raving about mobile – and rightly so! You may have noticed that more and more of your traffic is coming from mobile, but are you utilising it properly? If you are not – then here are two ways you can improve your traffic and your sales.
- Break out your campaigns: Create separate campaigns for mobile and tablet and give them their own unique ad copy. Breaking this down gives you the flexibility to control budgets, keywords and bidding strategies. Everyone knows that people search differently on mobiles, so you should treat your keywords that way.
- Get a mobile friendly site: It’s all very well driving mobile traffic, but if your site has bad mobile functionality….you’re only setting yourself up for failure.
Measure your success
The amount of times I get called by a new client to help them with their account, and they don’t even have tracking! Tracking is one of the most important aspects to any marketing initiative, let alone PPC. If you don’t know how successful something has been, how can you tell whether to push on it or not?
I find that companies make assumptions on how successful something is, but a lot of the time they are wrong. The beautiful thing about PPC is that is completely transparent. You know how much you are spending and you know how much you are getting back.
Learn from your SEO and vice versa
It is so important to make sure that your marketing strategies are integrated – because if the data is there, you need to make sure that you are learning from it. Below are some examples of how you should integrate PPC and SEO
- If you know keywords are working well for SEO, you could make sure that they are in the PPC account as well.
- If rankings have dropped on certain SEO keywords, this could be a focus for PPC until SEO is back up to where it needs to be.
- Seasonality trends from SEO could be applied to PPC budgets, either to push against the trend, or to make cut backs when the market is quiet.
There are many other common mistakes that people make within their PPC accounts, from network targeting and bidding strategies, to location targeting etc. If you want a free PPC audit of your account, feel free to contact the Digital Clarity team on firstname.lastname@example.org
Posted by: Hannah Gordon-Smith On Wednesday, January 23rd, 2013 - Conference and Expo
On Tuesday 22nd January, I attended my second show of the year – the Toy Fair 2013
Bad weather didn’t deter visitors as they arrived in their hundreds to an impressive statue in the entrance hall, which immediately set the tone for the whole show.
The Toy Fair 2013 had large press coverage across the country and it was great to see such positive reports.
Samantha Loveday from Toy News explains how the toy industry seems to be “recession resilient” with only a drop of just one per cent on the year before. Despite the current climate parents are still buying their children birthday and Christmas presents and will continue to do so in the following years.
Gary Grant (Managing Director of The Entertainer) makes a very important point that “internet and retail are merging into one”. As more and more high street shops face the wrath of the current economic climate, it is more and more important to ensure that your telecommunication, high street, exhibition and online offering are integrated and working effectively for your business goals.
For more information on how to integrate your strategies, please read my recent blog 4 Steps on Business Success or call the Digital Clarity team on 0845 388 4071.
Posted by: Kristie Marchant On Tuesday, January 22nd, 2013 - Google
| Pay Per Click
What is local search?
Local search refers to any search made on a site such as Google with the intention of finding out the location of a product or service. An example of a local search would be typing into Google ‘Chinese restaurant Southampton’. The searcher will then expect to be presented with a list of results displaying all the Chinese restaurants that are in or close to Southampton. They can then use the ‘Maps’ function on Google or a similar search engine to narrow this search down further, find out more information, and ultimately select a specific restaurant from the choices given. Think of local search as an online equivalent to the Yellow pages.
How does local search affect my business?
Most businesses operate in a relatively niche area, such as a newsagents or a hair salon, where local is the most important aspect of their business since most of their customers will originate from their local area. Local search can also help larger chain stores, such as supermarkets and clothing brands, as customers may specifically search for the nearest store to them when requiring a particular item e.g. ‘furniture store Maidstone’.
According to Google, ‘97% of consumers search for local businesses online’. This statistic clearly highlights why keeping your local search results up-to-date on search engines is essential. When your customers perform a local search such as ‘hairdressers in Guildford’ they are likely to go for the business that provides the most information. It is not enough to simply provide an address. Your customers want relevant information instantly on the services you offer, opening hours, images and contact details. If you aren’t keeping your details updated and your competitor has, then be warned that they will choose their service over yours.
The chances are that brief details about your business such as your location are already listed on search engines and various online directories. This is because all of these directories are competing to deliver customers the most up-to-date listings possible. It is down to you to make sure that all your listings appear on these sites and that they are of a high quality. This simple process of managing your local settings will mean the difference between being the first and best listing to appear on these sites and dropping to the bottom of the pile.
For more information on how to set up local search for your business, or whether you are looking for new ideas to get your business growing online, give the Digital Clarity team a call on 0845 388 4071, or email email@example.com