Seasonal campaigns in Adwords

Seasonal campaigns are quite a popular tool in Google Adwords. Many businesses uses it for promoting their products and services, delivering them to the customer. With its help, you can attract new clients, get a response from your loyal customers, make some information go viral, etc. Realizing the value of the  seasonal campaigns, Google provides its users with all the necessary tools to organize a seasonal campaign and make it profitable.

For touching your customers, you should create a separate advertising campaign first. Set up all the details, before you launch it and make it active. Pay attention to that fact that you may need some additional days for your ads approval. It means that you should start preparing for your campaign several days before holidays you would like to target. After your campaign will be checked and approved, you should pause it and start when it’s needed.

As Adwords experts claim, the first thing you should remember in running a seasonal campaign is billing. Check your payment methods and create an additional one. It will guarantee that your ads will be showing for sure. While using Bank Transfer, make sure that it comes on time.

Also, using a seasonal campaign as your tool for driving the traffic, don’t forget about the tracking. It’s required for gathering the data, related to your campaign. In the future it will be able to show you, why was your campaign successful (or not) and what should you do, in order to fix it.

The main principles of ad auction in Adwords

As you know, Google Adwords uses ad auction, in order to sort down all of the advertisement links, belonging to the advertisers. This allows showing all of the sponsored links to a person, who searches anything in Google. As you can imagine, anyone who purchases Google ads, wants his link to be listed on the top of the SERP. It is obviously the premium place that provides the highest volume of traffic. So, how can you get to the top of the SERP with your ads?

Well, the obvious answer is: you should pay more than your competitors. The one, who sets the highest price, gets all the traffic. It looks simple and fair. But another problem arises. If Google Adwords used the price as the only criteria to sort the sponsored links, the end users would saw not so relevant and sometimes – even low-quality ads. Google can’t let it happen, so it uses another criterion in its ad auction – the quality of the ads, its relevance. Such parameter, as a ‘Quality score’ is used for this.

The name of this parameter speaks for itself: it indicated the quality of the ads, which is analyzed. How relevant it is, how good its landing is, etc. These factors influence the results of the ad auction, which is held by Adwords. As a result, not only the most expensive ads is shown, but also the one with the highest quality. It’s the core principle of Adwords: it filters the sponsored links due to several parameters, combining them together.

Why is your Ad rank so important?

Ad rank is one of the tools that allow Google Adwords to rank your ads in the search results. It determines the position your ads takes in the list. There is a bunch of factors that influence Ad rank. In this article, we would like to look through some of them.

The first thing that should be mentioned is: your Ad rank influences the position your advertisement has. The higher your rank is, the better position you take. As a result, the top position is the best one, because it brings you the majority of traffic. However, taking the first position in SERP isn’t that easy. You should mind all of the things that influence your Ad rank.

Your maximum bid is one of them. Each advertiser, launching the campaign, sets the maximum bid that is appropriate for him. The more you are ready to pay – the higher position your ads takes. So, raising the maximum bid allows you to get more visitors.

The quality of your ads matters too. It is indicated by the Quality score of your ads, another metric that shows how good your ads is. It depends on your headline and description; your URL relevancy, your landing page, etc. Making them more relevant increases your chances to have a higher Quality score. As a result, your Ad rank increases as well.

Google Adwords Ad rank is quite important for your campaign. It allows you to get more cost-effective traffic, which has a higher conversion rate for the lower price. Besides, Ad rank indicates, how high your ads is positioned.

Types of targeting in Google Adwords

Targeting is a powerful tool, the basis of the whole Google Adwords advertising network. It allows us displaying the ads with our products to the people, who are interested in this. It is the main difference, actually, in the chaotic SPAM and the legal advertising we are talking about. The shown ads may be interesting to a visitor.

There are 4 types of targeting, which are present in Google Adwords. Each of them can be used with a higher effectiveness, if you know, who is your perfect customer. Let’s talk more about them.

1.Demographic targeting

It’s obvious, that this type of the targeting uses some demographic data of your customers. You can choose the age of the people, who see your ads; their gender, etc. It allows you to select those, whom you are interested in easily.

2.Contextual targeting

Another targeting type in Adwords is the context. It is used when you need to place the ads on some similar website, or in the searching results, close to your product’s topic. For example, it is used for promoting car paint on the automobile painting forums and blogs.

3.Audience targeting

The interests of people, who can be your potential buyers, matters as well. Using an audience targeting helps you search for people, who have similar interests, which may include your product. The interests are being tracked by Google, using the history of user’s visits.

4.Placement targeting

Finally, the last type of targeting is a placement one. It allows choosing the platform, where you’d like to see your ads. Setting the certain website is useful for placing the ads on your competitors’ resources.

Your perfect customer

When you run online advertising campaign, you should understand, who is your customer. The marketologists call it your ‘targeted audience’. Knowing, who are these people and how they behave, can lead you to the success in your business. Let’s talk more about this in the article.

In order to know, who is your perfect customer, you should start from analysing the product you offer. You should know, which problems it solves and whom it can help. At the same time, you have to understand the way your customer can find your solution and use it, in order to offer your product. It may sound crazy, but a professional marketologist knows, how to connect the thing he sells with a person, who is his customer. Otherwise he won’t be able to sell anything.

At the same time, you can ‘catch’ your customers, using the tools, provided by Google Adwords. The most powerful one of them is, probably, the keywords.

Keywords (or search phrases) show us what people search on the web. Consequently, knoing the search phrase, you can find a person, who makes such a query and to reach him or her with your product. It means, that analysing of your keywords is the best advice for person in the advertising business.

Additional options, except of the keywords, are also important. We mean such characteristics, as age, gender, profession, the place of living, etc. All of these factors can be effectively used in your advertising campaign for selling more products.

How to determine, whether your campaign will be profitable?

Starting your Adwords campaign is not always profitable. There may be some factors, which define this. So, in order to avoid the expenses on such a campaign, it would be much smarter to analyze your product, to predict your advertising costs and to make the following conclusions. Here are the factors you should pay attention to.

1.Your cost per click

In PPC advertising a price per each click matters. It shows the amount of money that will be paid by you for each visitor, brought to your website. Having this value, you should move to another number.

2.Conversion rate

This value indicates the number of visitors, who have converted into some result. If you are selling the products, it shows the number of sales, compared to the general number of visitors Usually the conversion rate is good when it’s equal to 0.3-0.7%. So don’t count on each second purchase.

3.Your profit

Cost per click and the conversion rate show you the amount of money you will lose. Knowing the number of sales (or any other action), you can now count your profits. It allows you to determine, whether your advertising campaign has sense or not.

And remember, that all of the numbers you have are dynamic. If your advertising campaign is profitable today, there are no guarantees, that it will remain be the same tomorrow. So go on analysing and comparing the data further, in order to stay profitable.

Is Adwords Good for Your Product?

Some professional online marketers claim, that not all of the products can be advertised via Google Adwords. This can be a good explanation for your previous failed campaigns, doesn’t it? As a practice shows, it’s not an irony – some of the products really perform on the other advertising platforms better. Let’s talk about this more in today’s article.

First of all, we should define the main specification of the Adwords advertising. Right, it’s a contextual one, which is presented with the text links or a banner. You can choose either showing your ads on in Google search results, or on some partner’s websites, depending on what is the type of product you promote. So, it seems universal, right? You have a choice of how to display your product. But testing of different ad formats can still result in a failure. So what’s the reason?

Did you notice, that some entertaining content, which may be viral on the social media, is not presented in Adwords? What does it mean?

If there is a social media-oriented kind of materials, which is not promoted on Adwords, it should also probably be some other similar category of products.

Think about it well. Does your customer searches for the services you offer on Google? Or is it better to try some other advertising platforms? Maybe, it’s not your mistake – it’s just the specifics of your product. In this case the best solution you can use is moving to another advertising format and testing again.

Correct campaign organisation is a key to your Adwords success

If you’ve already experienced working with Adwords, you should have noticed the tools, allowing to organise your campaign as you like. They include different campaings, ad groups, keyword match types. These tools may be used for increasing the number of your sells, if a person, who runs the campaign, is familiar with them. Otherwise, he or she just misses these solutions and looses an opportunity to gain revenues.

What are these tools given for? The answer is pretty simple – experimenting. Actually, in online marketing experiments is the only tool, which can definitely tell you, how to find the right people for your products. The organisational tools, provided by Google, are created for these experiments. They are designed for you to launch different ad groups, to run various Adwords campaigns, to select different types of the keyword matches. When you launch all of these ads, campaigns and matching tools, you will be able to gather the statistics soon. It’s a key to your success in online advertising.

Remember these tips next time you launch something on Adwords. Organise your campaigns in a proper way, in order to get a proper statistics. They’ll tell you, how to search for the visitors you need.

If you simply don’t know the ways these tools work, – it’s time for learning then! Open the Google FAQs, related to Adwords, and get the necessary information for a better testing. And be sure, your next campaigns will bring much more results, if you listen to these advices.

Starting with the wrong end

Many users, who are new to Google Adwords, have a similar strategy for making the most common mistakes. As a result, it leads them to a failure, which looks like wasted money and time. As a rule, they start with the wrong end. What’s that and how should it be done on practice – read in this article.

The logic of the people, who just start an Adwords campaign, is simple. They create an attractive ad, gather the list of the keywords to target, set some time and geography limitations. After this, according to them, their campaign is ready to be launched, so they press a ‘Start’ button. As you can imagine, the results are sad.

The experienced internet marketers, who have already got their experience with Adwords, confirm, that it’s a wrong strategy. The most important thing, which an advertiser should pay attention to, is landing page. It’s the main source of his revenues.

The real ‘start’ must begin with a concept of your sales channel – what will happen, when a user visits your landing page? How should he react? What will attract or distract him? Only this questions should arise at the very beginning of your marketing.

Having answered them, you should move on. Focus on the users you wait for. Who are them? How can you reach them? What are they searching for on Google? Which keywords should you target? And so on.

And, finally, think of the ads you will create, in order to attract your users’ attention.

Make a Choice: Direct Response Advertising vs Branding

In order to make your Google Adwords advertising campaign successful, there are two main approaches, which you should choose from. It’s a branding or a direct response advertising. In this article we’d like to compare them both and to find out, what characterizes each one of them.

So, let’s start with branding. It’s a simple promoting the brand of your company, in order to make it more familiar and more popular among the customers. Branding technique is quite different from the DRA. It makes an accent on the number of people, seeing your brand. That’s why Google Adwords has such a value, as ‘Impressions’. It indicates, how many times users have seen your ads. No need to say, that branding is better for the products and companies, which are aimed on the long-term goals. The number of conversions from this ads play a second role.

Another strategy, which is used by the business, in order to promote products and services, is the direct response advertising (or simply the ‘DRA’). It uses other instruments, than the branding does. Actually, it has also another aim – not to show your branding name to the people, but to sell something. Of course, the ways to control these actions are different as well. For the DRA Adwords has such metricks, as conversions. They track the number of orders/signups/sells, which is gained with the particular campaign.

A choice of the strategy to use depends on the aim you have, running the campaign.