Category Archives: Google Adwords

How To Use Google Seller To Stand Out In Competition?

Google Seller Ratings

It’s been several years Google Seller Ratings have been existed; hence they are really not new to Google AdWords. The newest feature is the usage of Google Seller Ratings skyrocketing, since their early availability. Why the surge? There was a time when Google Seller Ratings use to work as an extension majorly used among e-commerce/retail advertisers. Recently, however, advertisers from other industries are taking benefit of Google Seller Ratings and reaping the advantage of augmented click-thru rates.

What is Google Seller Ratings?

Google Seller Ratings are an ‘automated extension’ in Google AdWords, which appears automatically if you meet up with the following requirements –

–          Minimum 30 unique reviews – each from the last 12 months

–          A compound rating of minimum 3.5 stars

An advertiser’s thirty plus reviews can arrive from two Google based sources –

–          Google Consumer Surveys

–          Google Trusted Stores

Which industries are getting benefits of Google Seller Ratings?

–          Retail or E Commerce

–          Education

–          Healthcare

–          Travel

–          Education

–          Financial Services

–          Travel

What kind of results are businesses getting with Google Seller Ratings?

Google Ads declared an “automated extensions” report on October 30th, 2014 that would add Google Seller Ratings data.

Likewise, other ad extensions reports, you can see the performance when your Google Seller Ratings appear. Then, you can deduct the totals during the similar period to apprehend the performance without ad extensions.

The advertisers experienced a 106% rise in click-thru rate, when its seller ratings appeared. This advertiser experienced a 5.9% growth in click-thru rate when its seller ratings occurred, not just as large as improvement as the top publicist.

Some advertisers are gaining huge growth in click-thru rate when their review extensions are displaying. At least, it’s worth a test to push your AdWords campaigns to the next level.

Google Seller Ratings can surely help your ads to stand out against your competitors and can also boost click through rate, which can lead to a high quality score and a low cost per click.

Google AdWords To Frequently Update Specific Data Sets

Google AdWords Update Data

Jon Diorio, the AdWords Product Manager declared on Google+ that some specific sets of data are receiving more frequent updates. Especially, geographic performance, search terms, and automatic placement stats, which are going to be updated after every 6 hours. Whereas, the majority sets of data like conversions, clicks, and impressions are updated within 3 hours time, other data were updated only once in a day.

Geographic performance, automatic placement stats and search terms used to be the part of data sets, where marketers would have to wait to check the results. Now, you can have the access of this data in as short as 6 hours of introducing a campaign with updates to be done in 6 hours thereafter.

This update is certainly an improvement, however, there are still some sets of data, which will be updated once in a day. It includes auction, impression share, and top movers.

As long as conversion data of Google Analytics, there is no change. Goals from Analytics are introduced daily and probably take 24-72 hours to be reflected in conversion stats.

 

Creating Your First Paid Search Campaign? Have A Look Below

Creating first paid ad campaign

Are you feeling excited to create your first AdWords campaign? However, you must be, careful as it can be tricky, if you won’t follow the best practices. Check what you can do to avoid the tricks and skip beginner’s mistakes.

Keep your keywords targeted –

Aiming at a broad range of keywords to pull more traffic is not going to work for a long time. This might not result in conversions and leads to wastage of your budget and time. Your strategy must focus on advertising to targeted keywords that are capable to send largely qualified traffic to your website.

Look for keyword Match types –

Keywords match types states, Google what search terms you would want your keywords to rank for. You must have your keywords as an accurate match if you wish to target the exact keywords the same way you typed it. If you desire to target a particular phrase or a variation of a phrase, you have to use phrase match. In the end, if you wish to get something a bit bigger then you must go for keywords or broad match modifier.

Look for negative keywords –

Seek for negative keywords, as you are looking for the ones you wish to target. This will save your money and time. Negative keywords are an advantage for your campaign; it saves your money by showing it for irrelevant terms.

Test Ads –

Always run more than a single ad per ad group to examine what works well and build good performance for your business. For great results, you must create tests, which concentrate on one element of the each ad.

Don’t mix display and search campaigns –

Search and display campaigns are optimized in various ways. Building a campaign both for the display and search network won’t let you increase the competency of your marketing budget. The best trick is to build one campaign for search network and one for the display.

Set up conversion tracking –

Running a campaign without keeping a track on conversions will limit your chances to be successful because you can’t measure the results what ads or campaigns are producing. Setting a conversion tracking is simple and it just needs a few minutes.

Break keywords into targeted ad groups –

Do not keep all of your groups in one ad group. Break them into as many groups as possible to customize your ads in the keywords of every ad group. This will support to enhance the CTR and quality score, which are two fundamental metrics to lessen the CPC that you have pay for a given ad site in an action.

Monetize performance by time & day –

Different days and time are likely to show different performance. Monitor trends to find out when you should pause the ads or reduce bids. You have to perform days and hours analysis at the campaign level to modify your strategies in the most focused way possible.

Set up Sitelink and other extensions –

Sitelink extensions are extra links of texts, which appear in your ad and divert people to other pages of your website than the landing page. Sitelinks support you to get more real estate on the search page and help to boost CTR.

Google’s VP Of Display Advertising Wishes To Have Single Standard Viewability

Google ad viewability

What is considered as an ad view? Is it the time when an ad is technically served or when the ad is actually getting noticed by a human visitor? Nobody can surely answer to this query because there is no clear standard in the display advertising industry for what counts as ‘viewability’ and it’s a major problem, which has to be solved, according to Google’s VP of Display and Video Advertising Products Neal Mohan.

A ‘viewable ad’ is an ad which has been appeared on a screen for a visitor to see, defines the MRC standard definition of viewability.

This sort of viewability must be accepted as a currency by the display advertising industry, says Mohan, showing statistics as a proof of the business impact to purchasing based on viewable impressions.

In tests led this month, advertisers observed the following improvements while measuring ads using Google’s Active View Technology:

“The conversion rates of the viewable ads upgraded by as much as 50%. These viewable ads with extremely less 50% in view for a least of one second, drove a brand life by 10.3%, whereas non-viewable ads did not contribute to boost at all.”

According to Mohan, industry must take following major steps to improve business–

Concentrate on measuring viewable impressions – Mohan suggests that the industry must adopt 100% viewability that means buying and selling just viewable impressions.

Resolve inconsistencies in measurement – Assimilate measurement technology directly in the ad serving along with viewability data being added amongst other campaign metrics.

For viewability adopt a single standard – Mohan says adopt the MRC standard definition of viewability to grow forward.

Mohan states viewability is still at the initial stage, with things such as viewability on mobile still to be deliberated, as smartphone browsing becomes much common. But, putting a standard for viewability is a first action towards being capable to handle any of the greater problems.

Insights Of Research On Click-To-Call

Click To Call

We all are very well aware about the increasing mobile traffic; Google itself is receiving 50% of its traffic through mobile. There has also been a tremendous jump in consumer’s usage of the click-to-call feature of search advertising. Click-to-call is extremely useful, you can immediately check product pricing and availability or book an appointment for service. In 2013, as per Google’s report, 70% of mobile searchers are making a direct call to business through search results.

Marketers have responded to the enhancement in the usage of click-to-call with augmented spending. The Marchex institute predicts that last year, marketers invested more than $4 billion on mobile search ads to get phone call inquiries. However, they might be making wrong spendings. There is a huge gap in Bing’s & Google’s analytics, which keeps marketers away from understanding which of their ad campaigns are pulling sales leads. This can be a $4 billion blind spot.

To give noticeable space to marketers in this big marketing spend, Marchex has launched Call Analytics for Search, an analytic platform that offers complete keyword attribution to all the calls through paid search.

Experiences of New Ad

While the majority of analytic platforms was made to keep a track of an ad through an online purchase, the rise in mobile has developed new forms of ad experiences, adding the famous click-to-call ad extension that cannot be tracked in a similar way. There are two problems with already existing click-to-call analytics, as per the John Busby, the senior vice-president of consume insights and marketing, Marchex, considering which calls have commercial intention and recognizing the real keywords, which lead to conversions.

Busby says, different search phrases or keywords will serve different forms of phone calls. While the shortage of keyword attribution in click-to-call is one of the major blind spots, which exist in today’s mobile advertising. Depending only on the data offered by Bing or Google, marketers must consider that every call with longer than two minutes duration is nearly same. There is no other way to tell whether a specific two-minute call was with an expectancy finding more information before booking an appointment, a person with questions regarding a bill; or a current customer who was put on hold.

‘By using call extension ads, you can no more associate a particular sale to a particular keyword.’ You just know how many phone calls you had received at the campaign level, says Busby.

Deeper Campaign

As per Busby, what is most bizarre about Marchex’s research is, how much advertisers can enhance their click-to-call campaign’s ROI, when this research becomes visible.

He adds that this information is particularly important for highly competitive search terms like, ‘online MBA, cable television or insurance’ where clicks can cost around $50 and there are a lot of advertisers vying for top most position.

How To Do PPC Call Tracking?

PPC Call Tracking

It’s difficult to imagine a business that do not want to receive phone calls from customers. Big e-commerce brands like Amazon do not like getting calls, however, they are the exception rather than the rule. As a business, even though you don’t sell products over the phone, still you would be happy to receive calls from people who are interested in your product and business. These calls are not ordinary calls, but a direct approach of potential customers who want to buy products from you.

The success of PPC campaign usually measured on the basis of online conversions like lead form fills, sales, email sign ups, and also video views. However, for some of the businesses, their majority of conversion actions take place on the phone only. In the world of B2B, specifically, phone calls are the bread and butter of online advertisers. As nobody would prefer to buy a seven figure business system on the web. Customers usually won’t buy it on the phone, however, they would definitely make calls to ask their queries related to the product and start the purchasing process. People who first call are usually further down the sales funnel, those who fill up the online form are likely in the early stages of finding a suitable purchase and not ready to talk to a sales executive.

Earlier, it was impossible to do call tracking in PPC. Businesses could track it either by creating a special landing pages or entirely new website, with varied phone numbers, or rely on call center executives for the details of callers. Both the tracking techniques are error-prone and unreliable.

In the past few years, the call tracking has developed to a precise science and now, businesses can track the phone calls down to the keyword level. Want to know, how? Check out following call tracking options exclusively for PPC advertisers.

Call Extensions –

Google as well as Bing, both the search engines offer call extension option to advertisers. They are easy and free to set up. Just visit, call extensions in Google AdWord control panel, go to Ad Extensions and choose Call Extensions. Click on the +Extension button and follow the prompts. Google permits you to use your own number or use Google forwarding number.

Experts recommend to use Google forwarding numbers, as you will receive reporting data within AdWords informing you which ad groups and campaigns collected calls. With regards to Bing, the call extension set up process is similar to Google. Go to AdExtensions tab, select “Call Extensions”, and decide on which form of extension you want, Bing provides an option the to display a local number or toll-free number., which Google provides too. For local business, utilizing a local number might develop your response rate.

The limitation of call extensions is, they only track calls coming through ad text. Once a user reaches to your website, you can’t track them through call extensions.

Third Party Call Tracking Providers –

This is a gold standard call tracking technique, which you can use with the help of a call tracking provider only. Call tracking providers serve you all the website features such as call conversions with the additional bonus of tracking not just all of your calls coming through PPC, but calls generated from various other marketing mediums as well.

Majority of call tracking providers give dynamic phone numbers. Advertisers are allotted with a lot of numbers, which correspond to a marketing campaign. By using a snippet of JavaScript code & URL parameters, the call tracking solution seeks for a phone number on the landing page, and exchange it with a dynamically created number from the number bank. Then the service can either report on the ad group, source and keyword driving calls. They will also track the originating phone number, call duration, time of call – essential data for advertisers.

Website Call Conversions –

Just recently, Google introduced Website Call conversions that allows the dynamic insertion of a phone number on the website that too for free. Earlier, dynamic phone number insertion was available just through call tracking providers, so Google providing this feature for free is a huge deal for advertisers. Website call conversions work bit advance than call extensions by tracking calls through the landing pages, down to the keyword level.

The limitation with website, call conversions is, it can only track PPC traffic through Google AdWords. If you want to get details on calls through other sources, you will have to use a call tracking provider.

4 Reasons To Run A Paid Search Campaign Of Already Successful SEO Strategy

 

Google paid search campaignPaid search and SEO is often considered as mutually restricted. Sometimes, it is just because of the fact that search visibility is already accomplished by SEO, and paid search is observed as unnecessary. Below are the four reasons, which would encourage you to run a paid search campaign, even if you already have a fruitful SEO strategy.

  1. Organic Rankings Are Unstable, Ad Rank are Not

Organic rankings are unstable, one day you will rank in the top five for a high-priority keywords and another day you will be nowhere to be found. With Google’s continues algorithm and user interface updates, organic rankings seem unpredictable and more volatile than ever.

However, this doesn’t happen with AdWords. Once you have the perfect mix of quality score and budget, your ad rank is quite consistent. Paid search campaigns need a good amount of efforts to accomplish the right Ad Rank at the right location, however, you are carrying a far more control on the ranking of your ads than you do on your organic search rankings.

  1. Earn Twice Than Visibility –

The Google search results page comprises huge information; all of them compete for searcher’s attention. Therefore, while being ranked on the first page is good, being ranked twice is much better, specifically if both your ad and organic search ranking are ranked on the top three paid positions and organic positions respectively.

  1. Raise the possibility of conversion –

While escalating traffic to your site, you also enhance the possibilities of conversions.  Combination of paid search and SEO results in rise of conversions as higher as 200%. It is not necessary that every time your conversions will increase by 200%, however, it is logical that they will augment as an impact of higher search visibility and more traffic to your website.

  1. Boost Click-Throughs –

A generic byproduct of rising search visibility is increasing click on your website. Even if clicks are not a parameter of success, they are a per-requisite for conversions.

As per the study conducted by Google, 50% of clicks generated through paid ads, are not exchanged by organic clicks, when the ads are missing and the website has a first place organic search ranking. The study also describes that, as the organic search ranking drops the percentage of clicks not exchanged by the paid ad rise.

Optimize Local Paid Search With 3 Simple Steps

Google Local Paid Search

Whether, online marketers are seeking to localize their messaging or optimize their campaign budget across various locations, Google’s enhanced campaigns have made it feasible to do location bid adjustments, while still being able to focus particular locations.

So, what would be the good set up for your program?

Settle on efficient but scalable account structure

While structuring the paid search account, search marketers must consider how much localized they expect their paid search efforts to be. More specifically, you can enter in the following scenarios –

Localized campaigns, no location bid modifiers –

Follow the old-fashion way of building campaigns structured by geo, like campaigns focusing on each specific US state, also two-three campaigns focusing the top cities. This technique makes sense if advertisers want to bid on localized keywords, offer localized ads or redirect to local landing pages. This form of account structure allows the most granularity, however, there are some prime trade-offs: the total amount of time it takes to structure and then maintain, also data dilution around all those locations, making it complicated to bid and create budget decisions based on statistically prominent data.

Countrywide campaigns with location big modifiers –

This makes sense if you don’t require keywords/landing pages/ads and allows for enhanced efficiency around the board as the cost can be very well allocated across the states. In such case, note that you can use numerous layers of location bid modifiers, from state to DMA to city to zip code level and those will not load if overlapping or instead the most granular level will be utilized.

Start with Location Bid Adjustment –

If you still haven’t tried your hands on location bid adjustments, then you may want to consider putting together some revenue and cost geographic data from your preferred SEM platform and check whether there is room for improvement or not. Or rather than checking room for improvement, you must check how much it is worth to spend time on optimizing local performance.

Study & predict local ad spend and returns –

Once you are done with implementing location bid adjustments based over non-biased geographic data that too without having any LBAs in place, you would want to look into the LBA impact and what would be the next step towards it. Experience says, the majority of marketers stuck here, some understand how to re-allot their budget across locations based over historical, geographic performance, but it can get a bit tricky to calculate geographic performance while accounting for LBA alters over time.

Use Local Inventory Ads & Drive Clicks In-Store

Google Local Inventory Ads

Local inventory ads are a latest form of product-listing ad. Along with title, price, and image, these ads also show a store marker. All this information is pulled from an in-store inventory feed to make these ads look much perfect for businesses with physical stores. It is beneficial for customers, as they can see the product before they buy. If a user is in nearby from a store, a local ad will display a standard product-listing ad.

Presently, if any user clicks on a local inventory ad, instead of the product specific page, the user will be taken to hosted merchant page of the website. This hosted merchant page will comprise the product information and also a road map of the nearest store, where the product is stored. Here, users get a few options; either navigate to major site to purchase online, change store site or get route directions to the store.

This new form of ad is the ideal way to reach out the users while they are doing online search to buy something offline. Being easily available through this space will help your store to drive clicks. In U.K, 88% transactions still happen offline in store, even though more and more people search for it online first.

How To Set Up Inventory Ads From The Back End?

Using local inventory ads is not as easy as product-listing ads, because our usual merchant feed is comprised by three more –

1.      Local products – a list of all your products, available in store

2.      Merchant Feed – this you will have it already

3.      Product inventory – contains instore price and availability

4.      Google Places – your Google places account will have to be handled through bulk upload. Every store needs to be assigned with ‘Store id’.

These will have to be uploaded to the merchant center. Google will utilize each product’s unique identifier and store id to connect the feeds. As expected, each feed holds its own policy. The merchant feed must be uploaded a minimum of thirty days, product inventory atleast once in a day and the local products feed minimum once in a week.

How To Set Up Inventory Ads From the Front End?

You can either mix local with your current shopping campaign or build a local only campaign. There are advantages of both. The purpose of these campaigns is to drive clicks to store; they possibly drive very diverse results to normal shopping campaigns. Keeping them separate makes the optimization easy. In the campaign setting of shopping campaigns, you will find a new section of ‘shopping channel, where you can choose whether you want your campaign to focus on products from online, instore or both.

3 Must Use AdWords Features For A Smarter Keyword Bidding Strategy

Google Adwords Features

Have you ever set a maximum cost per click for keywords just to check back and speculate how much you should bid?

If yes then now you need not to do so with the following three advanced AdWords features, which you can use to find the lowest cost per click with the highest conversions. Exploring each feature will help you to reduce the costs and raise the conversions for AdWords campaigns.

Conversion Estimates & CPA Forecasting –

The majority of people know the Google Keyword Planner tool very well, however, did you know now you can use it to predict the total conversions and cost per acquisition for your campaigns?

Now you can’t just see the cost per click and impression or search volume for every keyword but you can also see Google’s estimation for your cost per acquisition and in all conversions based over earlier account performance. It is a powerful way to shorten the time to find keywords, which have prominent search volume and that can be obtained at a lower CPA.

To try it, log in to AdWords, first click on the Tools and then on Keywords Planner. Once you reach there, click on ‘Get traffic forecasts for a keywords list’.

Know Your Enemy –

In PPC, if you focus only on your own campaign, you can do decently well, however, if you know your campaign as well as your competitor’s campaigns well then you will be much more successful.  There is just one way through which you can find out who all are working against you, use Google auction insights, it reveals competitors for your keywords. It also showcases what percentage of time your ads will be shown for the keywords you were bidding on and whose ads appear above yours.

Bid Simulator

Bid simulator is most powerful bidding strategy tip that works amazingly. You can find it by clicking on Columns, while searching for keywords within the ad group click on the Columns and then on Customize Columns. Near the middle list you will see ‘Bid simulator’ option, where you can put in new columns for the forecasted number of clicks if you decrease bids by 50%, the estimated number of clicks, if you raise bids by 50% etc.

You can give a tough competition with a better keyword bidding strategy just by using these AdWords features and effective intelligence tools. By leveraging this info you pay just sufficient per click to manage the highest ROI and positions but don’t over pay.