Tag Archives: Google Ads

How To Use The 80/20 Rule For AdWords?

The 80/20 rule

The 80/20 rule or the Pareto Principle, is commonly used to manage businesses, however, it can be used to take critical online marketing decisions. The 80/20 Rule has always been important, not just because it has been named after an economist from Italy, however, because it seems like the most effective way to achieve goals. This rule is also valid for campaign optimization or management. Below, we have listed several ways one can use to apply the 80/20 rule. Following are five ways; anybody can apply immediately and have a quick impact on AdWords campaign performance.

Identify – 20% of locations That Make 80% Conversions

The rate business conversions differ as per the performance of different geographic locations. Hence, this is a great opportunity to encourage the effectiveness of your campaigns, cut off the budget on what does not work and augment you budget for what is working well. In relation to monetize the performance of the locations in your campaigns, you have to log in to Google Analytics and click on Location, Geo and Audiences.

Identify – 20% of the hours of the day that generate 80% of the conversions

Each service or product alters differently at different times of the day. You must focus on your performance by the hour and find the hours which are working the best to maximize your effectiveness. In the dimension tab of AdWords, you can find the performance by hour of the day.

You can also save the same information through Google Analytics in case you want to distribute the traffic by source. This is easy, especially if you wish to know whether people from various sources work differently. Once, you find out your top 20% hours of the day, you can enhance performance in one of two ways:

  • Use bid modifiers to increase your top hours and/or reduce costs in the hours, which don’t work
  • Run a campaign for your best hours and one for the rest of the hours. This will give you both budget and bids flexibility.

This second solution is a bit tricky, taking into consideration that each location might work differently. If you have already built campaigns per location, you would need to create duplicates to run at different hours of the day.

Identify – 20% services or products that generate 80% of conversions

Majority of businesses serve more than one product or service, and each of them funds differently to the monthly turnover. You can optimize campaigns based on the performance reports and look up to what earns the most profit.

Once you have found the 20% of the items, which generate 80% of the sales, you can –

–          Build custom ad groups for the best items and modify the promotional text

–          Run a search campaign on Bing and Google

–          Create Remarketing campaigns both on social media and Google AdWords

 Identify – 20% keywords, which generate 80% of conversions

Everybody is endeavoring to recognize the top performing terms of a campaign to be capable to enhance results. However, just recognizing the terms won’t be sufficient. What makes you different is your way to use these terms.

Start by recognizing two forms of terms –

The 20% of keywords, which produce 80% of the traffic

The 20% of the keywords, which boost 80% of the traffic

Identify – 20% of the time of year, which do 80% of conversions

Majority of businesses do well in particular span of time in every year, which they consider as a high season. Finding out what months make the most conversions is important, especially when it comes to assigning marketing budgets. Assign more budgets during high season and lower the budget for none or low performing days.

Google Ads Now Show Ratings From Google My Business Listings

Google My Business

Ratings and reviews on Google My Business are about to become an important revenue driver, as of now they can be displayed in Google Ads using location extensions. Google has confirmed that ratings from the Google My Business listings will be capable to appear beside ads on tablets and desktop. Google My Business location information is already automatically connected to AdWords accounts, so all you need to do is make sure the location extensions are assisted. As explained by Google, this feature can be a vital decision maker when it comes to someone choosing between your competition or business:

“People highly dependent on the opinions and experiences of others to help and make decisions such as which ice cream parlor to visit, where to buy tires or which dentist to take an appointment with. Your ads become much useful for consumers with local ratings to find local information and can enhance your ad performance.

Earlier, seller ratings from third party websites were utilized in combination with Google Ads as long as there were thirty or more reviews. Now, you have the choice to show ratings from your Google My Business page also. Earlier with the help of AdWords Express, it was possible to get Google reviews to appear beside your ads. However, now all the AdWord customers will be able to use this feature, but still there are no words on whether you need to have a specific number of reviews to get your star ratings displayed.

Mistakes To Avoid While Managing Paid Search

Mistakes to avoid in paid search

Whenever it comes to Paid Search or PPC, there are a lot of things which we should do, must do and not to do. Yes, what you read is correct. There are few things which we are not supposed to do. If you have managed paid search campaigns, then you must know, every now and there we skip the obvious. A slight overlook, miscommunication with a team, or trying too may many things at one time can cause major damage or pricey errors. Hence, there are few must avoid things and suggestions!

Don’t try to fit one size for all –

Don’t assume that a strategy worked for one paid search campaign will work similarly for another campaign. When taking over an existing account, it is essential to take care of few things. You look at the opportunities for optimization and expect that the things, which worked for other accounts will work for the new account.

What should be done – Understand the history of your new account – collect as much as possible information from the former owner. Analyze the change in the history and analytics before you make the changes.

Don’t overlook the negatives –

Negative keywords are major elements of any paid search campaign. Negative keywords can assure you that you are not spending on keywords that are negative or irrelevant. E.g. if you are dealing with pizza restaurant and you are concentrating on a phrase or a modified broad match type that means you don’t want to show up your ad for phrases relevant to fast food restaurant.

What should be done –

Whenever you will launch a new account, ad group or campaign, make sure you integrate negative keywords. Put it as a review point in your launch checklist and confirm it during your final QA process. When including negatives, go through the keywords that you are bidding on through a search – you might find that there are several meanings for your terms.

Don’t take off your eyes from the ball –

It usually happens with all of us, especially during those days when we are busy handling other accounts and forget to find that change we made last night. And you see that change you made last night impacted in your daily budget being expended by noon.

What should be done – it should be your first priority to check your accounts in the morning. Check your daily spends and make sure it is on target, your budget is wandering where it should be and any recent moderation should not have any kind of negative effect.

Don’t skip the budgets –

You might have a client with a budget, whose budget changes on daily or monthly basis. And when you are handling multiple accounts, it can be difficult keeping up with which client is expensing what amount for a particular day or month.

What should be done – Generating a pacing report is important, especially when you are managing more than one client. By keeping a track of the number of days remaining in the month, you can see whether you are standing ahead or behind the target and can modify accordingly so you can manage the budget.

DoubleClick Introduces Cross Device Measurement, Programmatic Guaranteed And Native Ads

Google Doubleclick Ads

Soon, Google is going to include cross-device measurement to DoubleClick Ads, in relation to support programmatic purchasing and native ads across the platform.  In today’s inter-connected world, a purchase decision hardly starts and ends on the same device e. g. a consumer might initiate search for a pair for sneakers on mobile while actually buying it on the desktop. As a response to the trend, Google is coming up with cross-device measurement for all DoubleClick ad products, which will help the marketers to measure the efficiency of their campaign across the web, not only with the ads they purchase from Google.

Vice president of Google video and display advertising, Neal Mohan suggested at the DoubleClick Leadership Summit that, now you can get full consumer attribution from the very first interaction on an ad or on one device to the ultimate conversion on another device.

Even though cross-device measurement is something new for DoubleClick, Google has invested its last two years finding solution, which will help marketers to measure cross-device conversions in Adwords. Along with cross-device measurement, Mohan presented support for native ads in DoubleClick. He said, “At Google we basically believe that ads in context are the most engaged and the most efficient form of advertising.

This new addition allows publishers to make their own custom made clear format and decide on what ads should appear on their apps. Then DoubleClick will automatically make the ads, show them at scale and provide data insights to present how those native ad campaigns are working. Google will also provide standardized native templates to make native ad purchasing effortless for advertisers.

Another ad product unleashed at DoubleClick Leadership Summit is Programmatic Guaranteed that allows premium inventory to be managed programmatically at pre-negotiated rates. This offering imitates the speedy growth of programmatic buying. Nowadays, leading agencies and brands  are using programmatic as means to run premium campaigns for mobile, native formats and video, reaching out to the right people at the right time with the right message, Mohan added. We look at the growth of programmatic as a medium for advertising across the platforms.

Programmatic Guaranteed will be targeted on premium inventory, including native formats such as skippable and tweets TrueView ads. It will also include Google Preferred, a program that allows advertisers to easily buy into the top tier of YouTube content.

New Google AdWords Tools And Features To Improve The Campaign

Google AdWords Tools

Google is continually upgrading AdWords by testing and releasing new features. Last year itself, we got an access of a lot of new feature, many of them were not even declared. Obviously, some of these changes have good potential for greater impact as compared to other, however, how can you prioritize that which trend to hog on first?

Google AdWords Editor –

A feature that received a lot of compliments in 2014! However, it’s been a long time Google has updated Google AdWords Editor. Only somewhere in 2006, they released a massive AdWords Editor update and nothing after that. The feature is bit slow and clunky. It allows you to download all the campaigns at a time in bulk. Also, once you are with editing, you can publish the changes and just open another account.  This is beneficial for agencies or marketers having multiple accounts.

Refurbished Google Web Designer For HTML5 –

Google is having a new tool, which allows one to create interactive, rich, nice animated ads in HTML5.  Recall those day how people used make ads in Adobe Flash – now no one does so, because of the fact Flash doesn’t support mobile browsers. However, now with HTML5, you can create similar type of animated image ads on HTML 5, optimized for both mobile and desktop.

App Promotion Ads –

Nowadays, App is hot topic of the industry. In 2014, people spent majority of their time on app than desktop computers. If still you don’t have an app for your business, then it’s time to think and get one. Google is observing these trends, so they have decided to release a lot of good marking tools for companies, who are already having their own apps. Of course, the first one is Google Search app, where a user can search for anything.

Google Product Listing Ads To Be Displayed On YouTube

TrueView Shopping

Just a day back, Google declared an integration between YouTube videos and its product listing ads in a feature called TrueView for shopping. TrueView for shopping gives marketers a full control over the ads, that appears along with their videos, exactly down to the product details, images and calls to action.

Hence, where you are creating a video product review, an instructional video of how to use the product or possibly a list of top 10 best items in a product category will be displayed. Now you can display the right ads at the right time, boosting viewers to click to purchase the product right from there.

As per Google, YouTube receives 50% of views from mobile devices; hence you can imagine how well these new ad units will work across the devices. With the help of TrueView, shopping marketers can check the process of matching up particular product listing ads with particular videos, thanks to the incorporation of the Google Merchant Center in video ads.

To enjoy the benefits of TrueView for shopping, marketers just need to connect their campaign with a Merchant Center feed to enthusiastically add up the products to their in-stream videos. Ads are modified for every viewer using signals such as demographic info and location.

TrueView for shopping will be available on Google’s buying front end in the coming months and Google account manager can immediately start working on them.

Google To Include ‘Buy Button’ To Search Results In Coming Weeks

Google Buy Button

In a recent time, Google is going to add a ‘buy’ button, which will allow people to buy specific products directly from its search results pages. A report released in the Wall Street Journal stated that initially Google’s buy button will be placed in mobile search, and will be located alongside paid search ads and not in organic search listings.

WSJ’s unidentified sources have clarified how the buy button will perform. When you will click on the buy button, you will be directed to a different Google page to fill out the ordinary purchase. Then you fill in your payment information directly to Google, where the purchase order will be transferred to the retailer to be satisfied.

This news points out another evidence of Google planning to be your one-stop solution for everything to get web pages, to buying products, to ordering takeout.

As Google is growing into the online retail space, it is going to become a major threat for current industry leaders such as eBay and Amazon. Even small scale retailers aren’t happy with this move. Some of the retailers are sharing their concerns privately that it will damage their brand identity and business revenue as the majority of customers will place orders through Google page rather than the retailer’s site.

With the help of this program, retailers will still hold the chance to approach customers to opt-in to their brand marketing campaigns, also gather customer information. Google will preserve all customer payment information before carry forwarding the sale to the retailer.

In spite of having a share of the retailer’s sales price, just like eBay and Amazon, Google will continue to be waged by retailers through its current advertising model. As of now, Google has not commented anything on its buy button, so the news is still unofficial and yet to be confirmed.

Tips To Improve Your Product Feed For Advertising

Google Product Feed

Presently, we are in such an era where the quality of marketer’s own data is a mainstream aspect of advertising success. This is specifically evident in retail, where product listing ads often have a major share in the paid media budgets. Those ads are supported by the content, which resides in the retailer’s product feed.

Because of the fact ad content is reliant on the product feed; the marketing department has to take a vigorous role in the development and management of the feed content, much like it has done with SEO on the last few years. Here are a few easy steps to take without a necessity of prominent coding expertise or a share in costly feed management and optimization tools –

Standardize product variations –majority product colors, as customers who look for products online regularly use these. Merchandisers have all types of interesting way to show the colors of their products to stand out in the competition.

Always add the product category in the product titles

People usually seek for stuff online, not abstract concepts. Even though ‘Betsey Johnson Mermaid’ sounds good, it doesn’t connect to search behavior.

Remove unnecessary information, specifically from product titles

Online shoppers scarcely search for retail products by their product code, SKU#, ISBN code etc. If this sort of information is in your product titles, then you are damaging your keyword density and eventually your relevance. You will give higher CPCs for the similar position and your ads won’t be as attractive to the end shopper. It’s better to brush this stuff as there are typical columns in your feed for them.

Keep in mind that these are your ads and you should treat them with the similar respect and care as your more “creative” ad units.

Google Unveils New AdWords Products

Google Adwords Products

It has become an old story that mobile search has officially overlapped on desktop search, in order to the same Google is introducing a slew innovative products for its AdWords customers.

Google vice president of product management shared some words on the same in an annual AdWords Performance Summit in a live stream at Half Moon Bay, California. He said “wise marketers understood that I want to go, I want to know, I want to buy; these are more important necessities of customers than the need for a specific brand.

He added, “Across billions of daily searches, billions of hours of video watched every month, billions of interactions across various websites and apps, these are the moments that truly matter”.  What matters in those moment is not who we are, but what we intend to do at that instant.”

To help out those marketers and influence those specific moments, Google had launched some new AdWords products, which will be rolled out in the upcoming months –

Soon, Google will have more lively image automotive and hotel ads, along the lines of its Shopping Ads. Through this, users can go through the carousel for pictures of the car’s interior and exterior. To get more information they just have to tap on the images, like miles-per-gallon and horsepower. An added feature allows you to find the close by showroom.

Likewise, the hotel bookings will be easier. Searches will bring out information like availability, rates, user reviews, Google Street View and Locations. Hotel ads will also have call-to-action ‘’book’’ button.

With a comparison tool, Google allows users to compare rates of various products and services. In financial vertical, Google’s group product manager, Stephanie Cuthbertson said, as you’ll explore, you will get through a guided experience, which will help you to discover various options and the effects of your choices. When it comes to time to buy, you will be capable to compare across a lot of financiers, getting those existing rates.

To develop attribution, new products will allow marketers to choose attribution models for every conversion type, boosting them to move beyond the last-click model; better observe the effect of their Google ads incremental impact and include cross device conversions in the Conversions column. In future, cross device conversions will be incorporated into automated bidding.

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.