4 mistakes that may ruin your ads campaign

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.

Why did Google expand the ads headings?

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 Adwords + Google Maps = ?

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.

Automatic targeting in Adwords

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.

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.

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.

The kinds of CPC values in Adwords

There are different kinds of CPC values in your Adwords account. Each of them has a different meaning and purpose. That’s why it’s better for you know, what they are used for and how.

So, as a publisher in Google Adwords system, you have already faced with maximum CPC value. It’s a pretty simple indicator, which shows us the limit of expenses for an ad, set by an advertiser (by ourselves). It shows us the maximum amount of money we are ready to spend for a click. It’s also a useful tool if you’d like to manage your ad campaign wisely and set, for example, the probably maximum value of one possible customer.

But the reality is that you won’t get all of the clicks for the maximum bid. It’s more likely for you to get each visitor for a smaller price, that’s why you’ll save some part of your ad budget for sure. Here is where the actual CPC value comes. It’s used to estimate, what was the actual average price for each customer that visited your website. If you also know your average CTR (click-through-rate of the ad), you can count the real profit, earned with each advertisement block you have.

Contextual advertising specialists advise to control either a maximum CPC on each of your ads, or an average CPC on all of them. These parameters can really show you, whether you gain or lose your money with a certain campaign.

Adwords tips for a successful campaign

The launching of an advertising campaign in your Adwords account for your company, product or service can be the real art. It needs some creative, but smart and responsible approach, that will define, whether your campaign will be successful or not.

In this article we’d like to give you some simple, but powerful tips on how to make your Adwords campaign really successful and how not to spend your budget in vain. So, get ready to note them.

  1. Tracking is your friend.

In order to get some good results, you should track everything, your users do. Google Analytics can help you with this. Watch, how your users act themselves, where do they come from, which search phrases they use etc. You should pay attention to each detail in your statistics, because, actually, all of them are highly important for your business. With the help of tracking you can define, which strategy is effective, and which one is not.

  1. SEO + PPC = perfect solution

Adwords, as a clear PPC solution, can be combined with the SEO as well. In the result, such a pair can bring you to the extremely successful results: each visitor will be yours, because he will click either your ads, or your website URL in the search results by Google.

  1. Landing page design

It’s the whole another topic for discussion, but your landing page plays extremely important role. It defines, whether your visitor will make a purchase or not. Pay attention to Google quality score, look at Google Analytics results, experiment, etc. Even the color combination plays a huge role here!

Google Adwords Ad Rank and its factors

 

Each Adwords publisher has probably faced ‘Ad Rank’ term. It’s a category, which influences your ads positioning much. This article concerns more detailed description of this category. So, let’s get to know: what is an Ad Rank and what is it used for.

So, this term is really used in Adwords system to show the position a certain ads takes in the search results. It defines whether your ads will be placed on the first position, the second one etc. So we could generally define an Ad Rank as a combination of different characteristics. They define, whether your ads can be placed on the top positions or not. They are listed below:

  1. Your bid – it’s the defining characteristic of the position, taken by your ads. The system needs to know, how much you are able to pay for your advertising to be shown. If your maximum bid value is less than your competitors’, than your sponsored information will be shown less (and your ads Ad Rank will be less as well).
  2. Ad quality is the second characteristic. It shows, how relevant is your ads for content of the page it is shown on. It is presented as a quality of your ads. The higher is the quality of your advert, the higher chances are for its placing to the first position.
  3. Conversion probability is a chance for a user to be converted. Google gives a prediction for the user to complete your offer, make a purchase and so on.

Deciding the value of maximum bid price for Adwords

We’ve already told about the maximum CPC value in the previous article. We had described, what does this term mean and what is this tool used for. We’ve got to know, that this tool is widely used for limiting your expenses on the ads campaign. Thus, it lets limit your advertising budget and plan it more wisely.

However, if you are just creating the ads campaign, you don’t really know the value of maximum bid you’d like to set. So you’d like to know this price, set by your competitors, in order to aim their rankings in ads results. You can get this information with the help of several tools. All of them are developed by Google.

  1. Bid Simulator. The most useful service for you maximum bid research is a Bid Simulator by Google Adwords. It’s a service, which predicts the number of visitors for your website, according to the price of each click you get. This tool will show you, how many impressions will be done if you set the maximum bid to X,XX dollars. This approach could help you to predict your ads budget.
  2. Keyword Planner is another useful tool if you are launching your Adwords campaign. It helps discovering the amount of visitors for your website, using the keywords you found. Besides, it allows you to get the estimated expenses for this ads campaign.
  3. First-page bid estimates – the third service that we’d like you to use in your Adwords campaign. It shows, how much putting your website on the first positions of Google search will cost for you. It’s a perfect tool for those, who needs top positions for their ads in some niche keywords.