Many advertisers know this feeling: you do everything to make your campaign successful, but still have no positive results with it. It’s possible that you are doing something wrong. Maybe you make one of these mistakes that lead to a total running of your ads campaign.
1.Not enough specification
The conversion happens when a customer realises that you meet her requirements. So, advertising your ticket selling agency, you make a heading like ‘all tickets available’. Wrong!
It’s better to specify some particular matches that are available. Your customer wants to buy tickets for the next Barcelona’s play, but not for ‘any matches’.
2.Driving visitors to the home page
It’s a common mistake that can ruin your whole campaign. NEVER drive your users to the homepage of your website. Even if it’s a multifunctional one. Create a new landing page and optimise it in accordance with the traffic you buy (using keywords, special offers, etc).
3.Not using exact search queries in the heading
Sometimes advertisers forget that heading should contain the search query, used by a person. In this case, the ads will be relevant enough to be clicked. Otherwise, you get low CTR and poor Ad Quality score.
4.Not making a heading that sets expectations
Another ‘must have’ thing is setting an expectation with your heading. It increases your conversions rate because your user understands your offer. Besides, this approach filters out the users that may be not interested in your ads, saving your budget.
Adwords regularly gives its advice on how to make your headings better. So, this sort of recommendations, like how to increase your CPC or how to make your heading more attractive are quite familiar to you. In spite of this, we’d like to share this set of rules. We are sure, you are going to like it.
1.Simple & actionable rules.
Your heading must be simple. You shouldn’t make things too complicated if you want anyone to click your link. It may be even short and informative heading for your visitor. It must also include a keyword you are targeting on.
2.The heading must be same as a page.
It’s obvious, but many still ignore this rule: if your visitor clicks your heading, he wants to see the same information inside. If he clicks “buy used cars Carolina”, it means that he wants to see the prices of the used cars in Carolina.
Professionals even recommend putting into your ads heading the same words and phrases, used on your page.
A lot of business struggle to get a customer. The only chance for the majority of them is becoming a local. You can’t compete with Walmart, but you can run your small store for the neighbouring houses successfully. The same things relate to many other spheres.
4.Maybe some question?
It’s a proven fact, that questions result in curiosity. Asking users a question, you make them curious about something. Make a good enough question to deliver a user to your landing page. And your business will grow!
Which statement looks like true more: “I won $10,000” or “I won $13,381”. You see, the specific numbers work!
Running your online ads with Adwords may be tricky. You need to pay attention to each of details that may influence your conversions rates drastically. Let’s take, for example, the location. It’s the key element of any targeting. It defines the area, where the people, seeing your ads, come from.
In many cases, advertisers target on the country or the city they need to sell their products and services in. However, your location targeting should be even tighter. Let’s look at the example of what we are talking about.
Imagine that you sell some gardening equipment. How do you think, the people from rural areas or those, who come from the city, will buy more stuff you sell? Looks like that people from villages are more interested in your services. That’s why you are going to have more conversions. That’s the way you should use location. Target even tighter than you used to.
Google Adwords allows setting your targeting, using some ‘most specific location’ filter. For doing this successfully, you should know which location will be more profitable for sure. Testing different filters will show you the answer.
So, just create your campaign, launch it with a different set of location filters and let it work for some time (depending on your budget size and scale). Later you’ll get a report, showing you the actual conversions rate of each of the regions and their profitability, as a result. Now you’ll be able to predict, which user will be potentially more profitable for your product.
It’s not a surprising fact that each country has multiple major languages that are spoken by its citizens. According to the statistics, one in five Americans speaks Spanish. It means that this data may be used by Adwords users for increasing their targeted audience.
How does Google define the language of a person? It uses the Google Account settings of a particular person. So, there are many people who have Spanish browser in spite of they’re living in the US (and speaking English as well). How can we use this knowledge?
Right, you can target your ads to the Spanish-speaking people, living in the USA. They may become the part of your customers base.
The first thing you should do is checking the most popular language in the particular market you are working with. For example, talking about the United States, we should consider a state you are going to advertise in. For example, the second popular language in Louisiana is French. German is the second popular in North Dakota. Spanish is second in the majority of other states.
The same principle may be used when you work with the customers from other countries and regions in the world. It provides you with the second advantage, except increasing the size of your audience. Targeting different languages, except the national one, allows you to pay less sometimes.
The effectiveness of running such a campaign may be measured by the number of actual conversions. So, test, test and test one more time.
Many publishers, working with Google Adwords, don’t use account structuring for their business. They simply create ads and launch campaigns, promoting the products and services. In fact, account structure plays a great role in running your whole campaign. It may influence the prices of your promotion, changing your Quality score. Besides, building a good structure leads to staying organised and to tracking all the data you need.
Here are the elements of your account structure that you should think about.
1.Ad campaigns. This tool is used mostly by those, who have many ad units, promoting a great number of different products. Large online shops use campaigns for dividing their business. Small companies mostly don’t pay attention to this tool.
2.Ad groups. They are created under each campaign, that’s why they are lower in the global hierarchy. In most cases, ad groups unite the groups of keywords, related to the same topic. It’s convenient to work with them in such way.
3.Keywords. There is a whole bunch of them! Each keyword is a tool, controlling the way your ad campaign is running. Keywords trigger your ads when the user searches them. That’s why each KW is important.
4.Negative keywords. You shouldn’t ignore negative keywords too because they allow you specify some of the regular keywords you work with. Using them, you target your audience more accurately.
5.Ad Text. This tool is used by everyone because it allows bringing visitors to your website.
Each component of your Adwords account structure is highly important, so you should pay close attention to all of them.
Some of the recent changes in Google’s advertising platforms that took place relates to the length of the text in ad blocks. According to them, now the advertiser is able to have two 30-characters long headlines, instead of one that was 25 characters long. This made Google ads look differently, influencing the CTR. According to Google’s research, such kind of change increases the click-through-rate up to 25%!
Experts from WordStream, the popular internet marketing agency claim that there is an obvious explanation for this growth of the number of clicks. Advertisers use some catchy phrases, offering discounts, better prices and revealing some details of their offer. As a result, the website visitor gets more interested in this advertisement, than it was before.
Google also claims that the change is useful for advertisers as well. With more space for a headline, they will be able to get more targeted traffic. It means that the people who click these headlines will understand the offer better, which results in a higher conversions rate.
Following this strategy, Google has expanded the description field too. It became up to 80 characters long, what resulted in even more information from the advertiser, delivered to the end user.
For those, who run their own Adwords campaigns, this gave a new opportunity for testing. A larger ads field means more ways to catch your visitor, to inform him about your business advantages and to provide him with some necessary tips that lead to completing your offer.
Google always changes something in its ads policy. One of the latest changes related to the combination of Google Maps and Google Adwords. Both of these services were mixed and Google announced that its ads will be presented in Maps. It will obviously result in more ads on Google services and on more tools for business to attract new customers. But what is so significant in combining these platforms?
The actual result of this combination is not that unexpected. Now users, who search something in Google Maps, will be able to see the logos of different shops and services on the map. By clicking on the logo, a user will open the tab with a promo information from the shop. For example, it will be presented with some discounts and special offers; some landing pages, etc.
It’s obvious that Google sees the potential of implementing ads into their map service. And Google is right: according to their statistics, about 30% of all mobile searches are location-related ones. Many people search some places and routes every day with their smartphones and tablets. Second, location-related searches become faster each year. People used to work with their devices and discovered how comfortable it is.
Implementing ads into Google Maps, the searching monopolist is going to connect local businesses and active mobile users. It provides users with choice and information about the local business around them. As a result, it may create a new advertising industry with billions of dollars in it.
All of the factors that influence your advertising campaign’s Quality score are calculated automatically. Google indexes your URL, scans your META and checks many other parameters. As the result, some score is given to your ads.
Google uses different algorithms and methods to calculate this parameter. Several years ago it was much easier to get the QS, equal to 7. The score of 6 and less was given to some really non-optimized projects. Today the situation has changed. The score of 5 is given to some ‘neutral’ websites, while 7 is not so easy to be achieved. As the studies show, it resulted in the higher impact of the Quality score on your advertising budget in comparison with 2013 and years before.
In order to save your money on advertising, you should do your best to get a higher Adwords Quality score. You can do this only by following Google’s recommendations on how to optimize your ads. And one of the best tools that will help you in this is Adwords Performance Grader. It’s a free service that analyzes 8 key metrics of your project, showing the percentage of its completion. If your ads meet Google’s requirements, the service shows 100%. If you do wrong, you get 0%. Changing your landing page, making some improvements allows getting a higher Quality score and a lower cost per click.
As a result, your business prospers, receiving new customers for a lower price!
If you use Google Adwords, you should probably have already faced the category of ‘Quality score’. What does it mean and why is it needed? Let’s learn more in this article!
The first thing you should know is that quality score influences your Adwords cost per click directly. The higher it is, the less you pay. This happens due to a specific formula that lets count your price per each click for your Adwords campaign. It looks like this: the ad rank of the advertiser, who is below you in the results, subdivided by the quality score you have, is added with $0.01. The result shows your cost per each click.
Let’s imagine that your maximum bid is equal to $2. The quality score of your ads is 10 (out of 10). In this case, your Ad rank is 2 multiplied by 10 (20). Now let’s count your cost per click. Let’s imagine that a person below you has an Ad rank equal to 18. Then your cost per click is equal to 18/10 + 0.01 = $1.81.
In order to decrease your cost per click, increasing your quality score, you should pay attention to two main categories: the relevance of your website and the user experience. The relevance includes the relevance of the keywords you use, of the ad you are going to launch and of the URL your project has. These 3 factors are highly important for your advertising campaign. User experience influences on how effective your website is for a user, how comfortable it is.
Google Adwords offers a lot of tools for launching successful campaigns on the web and attracting more new customers. One of such useful tools is automatic targeting. It obviously exists for targeting some new keywords without your control. What is it needed for and how can you use automatic targeting for your business? Let’s find out more about this!
First of all, automatic targeting has two different types: aggressive and conservative. They use different approaches for finding new niches and markets, to deliver your ads to a new audience. Aggressive targeting is used to reach a broader circle of your potential customers. If your main keyword is ‘pen’, aggressive targeting will show your ads to people, searching ‘whiteboards’ and ‘desks’. Obviously, if you run an online shop with all of these goods, this approach will be much preferable, than the conservative one.
Talking about this type of automatic targeting, we can say that it reaches the much narrower audience. For example, it may be targeted to people, who search ‘blue pen’ or ‘the Parker pen’. If you are specialized in this niche, you won’t be selling desks and whiteboards. That’s why this strategy is better for a business in the narrower niche.
Anyway, automatic targeting is precious for people, who run their campaigns in Adsense. Using this tool, you can expand the circle of your audience, get new customers and engage new people, who may be interested in your products. However, automatic targeting may be risky if the system will pick the irrelevant category. In order to avoid it, use the lists of the negative words.