Tag Archives: Google Advertising

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.

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.

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.

Online Advertising To Evolve By 15% In The Next Two Years On Mobile & Display Both

Online Advertising

As per the recently released report, the projections for global online advertising spend in 2015 are said to be the rapidly grow. It has tremendously grown in 2014 with 16.9% and 15% growth has been estimated for the coming 2 years.

Online advertising takes up 24% of total global ad spend, which is extensive considering ten years back it was making just 4% of global ad spending.

The growth in online advertising spending can be ascribed to the decline of newspaper and magazine advertising. While, the ad spend is declining on these two mediums, the ad budgets are on rise for online advertising.

The privilege to target ads to much accurate audience has encouraged agencies to spend more on online advertising, which would now be considered as a ‘traditional’ display advertising.

The report states that this newly introduced technology has recently evolved to serve better and quality brand building experiences. The development in traditional display ad escalated from 14% in 2012 to 18% in 2013 and estimated it at 26% in 2014. Since 2007, it has experienced the fastest growth rate.

As per the report, the majority of all display advertising is acquired directly by small-scale local business with annual advertising budgets of just a few 1000 dollars.

Mobile is also going to boost the growth of global ad spend, which is estimated to account for 51% of all latest advertising dollars between 2014 to 2017. The extensive usability of mobile devices, combined with modernization in ad technology is said to pull mobile advertising with an increase by 38% between 2014 & 2017.

The traditional display advertising and re-targeting works much more effectively on a desktop than on mobile, which proves that advertisers are known to be experiencing the success with social media display advertising.