Posted by: Lewis Austin

Posted on: March 27, 2013 4:28 pm

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Today a couple of members of our PPC Team, more specifically: Evaldas Balcius and Lewis Austin set off to London to attend the Google Engage for Agencies event. All in all it was a really insightful meeting that helped to outline the importance of Google’s latest and greatest developments.

Enhanced Campaigns

A major focus and point of interest for the agencies was the infamous enhanced campaigns. The main benefit of enhanced campaigns was driven by context. This means that a difference in context will result in a difference in behaviour, so to make the most of these moments, we need to be able to provide content that will encourage the user to convert.

Taking the example of Niamh Mahon; if I have a pizza restaurant and someone is searching for “pizza”, on a mobile device whilst in a 1 mile radius of my store at 7PM. It is a pretty safe bet to assume that the searcher is going home and would like to grab a pizza on the way back. This context means that the searcher is very interested in making a purchase as soon as possible. As a business, it is these moments in time that are invaluable to my business and to making a sale. Based on these behaviours, I can use enhanced campaigns to set bid adjustments for: mobile devices, location and even time of day.

YouTube

We were then brought up to speed with YouTube, not so much the stats as we all know that YouTube is the giant in video sharing networks. More so about the advertising opportunities that YouTube can offer. One interesting feature available is road blocking, this is similar to sponsoring a channel, so your ad will show for the majority of a selected channels’ videos. By doing this, you can display your message to an audience who you deem to have an interest in your product. Another good point to remember is that you won’t be charged for your ad if a viewer clicks the skip button on your ad, which will save you a lot of money and, give you 5 seconds of free exposure.

Mobile Devices

The last presentation was an eye opener of how we as consumers use different devices and methods to search. It was interesting to see that you can use Google accounts to have all of your browsing data accessible across all of your devices. This means that if I was in a shop and saw a pair of sneakers that I really liked, but wasn’t 100% about the price, I could run a search using the barcode and compare online prices to what is in store. If I feel that the high tops are a little cheaper online, I could go home and open up my laptop, load up chrome and continue where I left off on my mobile.

I think that we can take a lot away from Google Engage this year, in terms of future developments and how our target market is predicted to evolve technologically in years to come.

Before you all run off to research more about enhanced campaigns; here is a quick snapshot of Google Engage for Agencies this year, our Evaldas Balcius is in there somewhere, can you see him?

Posted by: Evaldas Balcius

Posted on: September 12, 2012 1:52 pm

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Google Adwords Shared Budgets is one of the latest Google Adwords features, which allows to replace campaign budget with a budget shared accross multiple campaigns. Please note that this Adwords feature is still in the Beta version, and is not available for all adwords accounts.

Start using shared budgets’ feature

1. Click on the “Shared Library” link (on the left sidebar)

2. Click on the link “Budgets” and then click on “+New Budgets” link

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3.  Enter the budget name, select the campaigns you want assign the budget to and set daily budget amount.

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4. Select delivery method (Standard or Accellerated). Standard is the default delivery method, which is automaticaly selected.

If you want to make changes for the budgets you have already created, you will need to go back to the 2nd step and select a budget from the table.

 

If you are using Google Adwords and Google Analytics pre-set reporting features to produce the KPI reports, you may find that there is no an easy way how to show all the Pay per Click and other website stats (such as clicks, costs, ctr, cpc, conversions, CPA, avg. visit duration, bounce rate, etc.) in a single report.    This tutorial will guide you through the creation of combined  Google Analytics and Google Adwords stats using “Custom Reporting” and  Google Analytics Filters.

The following examples will demonstrate what type of reports you can generate using a mix of custom reporting and Google Analytis filters’ features.

*Please be aware these reports are just the examples of what you can do with custom reporting.  

Examples of “Custom Reports” for Google Adwords traffic

1. An example of a custom report for lead generation website reporting the KPIs such as clicks, cost, CTR, CPC, leads, cost per lead, conversion rate, avg. site duration, bounce rate and pages/visit.

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2. An example of a custom report for ecommerce site website reporting the KPIs such as visits, impressions, clicks, cost, CTR, CPC, Revenue and ROI

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How to configure Google Analytics in order to produce combined PPC reports

1. Create new analytics profile. Login to your Google Analytics account you want to report and create a new profile (Admin – > “+New Profile”). Set an appropiate name for that report like domainname.com – PPC reporting.

2. Set a filter  to include Google Adwords traffic. Stay in the admin area and select the profile you have just created. Click on the “Filters” tab and create two new filters (the first one for CPC medium and a second for Google source).

Filter for CPC medium

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Filter for Google source

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3.  Link Google Adwords and Analytics accounts. Link the Analytics profile with Google Adwords account to want to report. You can do it by clicking on the “Profile Setting”  tab, then going to the “Adwords Cost Source Settings” section and ticking the box on the adwords account you want to link. (You must have the administrator rights for Adwords account you want to link)

4. Set goals. Configure Google Analytics goals. More info about setting GA goals can be found here

5. Create custom reports. Click on “Custom Reporting” button, which is located in the top menu and create new custom report. Then you will a see window where you can design you own report with the metrics you want report. It is all done, you just need to configure all the parameters and metrics.

The image below is the design view of the first example.

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Posted by: Evaldas Balcius

Posted on: July 18, 2012 9:26 am

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Broad match keyword targeting is the default targeting method used in Adwords and if used incorrectly can generate thousands of irrelevant impressions and can use the adwords budget very quickly. There are few ways how to optimise the performance of broad match keyword targeting, and one of them is to add the plus (+) symbol in front of the words of broad match keyword. This type of keyword targeting is also known as “Broad Match Modifier“.

Basic broad match targeting will include any variation or synonyms compromasing chosen keyword term. Lets say you are an SEO company and providing SEO services, so you choose to target the broad match keyword search engine optimisation, however this keyword may generate a huge amount of impressions and send irrelevant traffic to your website, because it will trigger all different variations of that keyword such as people looking for search engine optimisation blogs, forums, turorial, ebooks, seminars etc.  In order to narrow the search volumes you have to add modifier at the front of every keyword ie. +search +engine +optimisation . This keyword will trigger only then when all the words search and engine and optimisation will be used in the search query. Also, it is very highly recommended to use negative keywords in conjuction with broad match modifier in order to maximise the CTR and avoid irrelevant keywords.

Usage of broad match modifier

Correct: +search +engine +optimisation

Correct: +search +engine optimisation

Incorrect: +search+engine+optimisation

Incorrect: + search + engine + optimisation

Incorrect: +search +engine -optimisation

Posted by: Evaldas Balcius

Posted on: July 4, 2012 4:04 pm

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This tutorial may be useful for the advertisers who are already using call extensions and want to get better understanding of how many calls they are actually getting when visitor sees are clicks on their call extensions. This additional funcionality is called as Google forwarding phone number.  Google forwarding phone number allows you to get sophistaced reporting, which include stats such as:

  • Phone Impressions;
  • Phone Calls;
  • PTR (Phone Through Rate);
  • Phone Cost;
  • Average CPP (Average Cost Per Phone Call);

How Google forwarding phone numbers works

What this feature does? It will assign and display a unique Google number on your call extensions on destkop computers, laptops and mobile devices.  Google will generate a unique phone number for each adgroup. Every time the customers call using forwarding number, they will be redirected to the actual business phone number.

Please note that Google forwarding numbers are only available to UK and US advertisers.

Google charge a minimum fee of £1 for every call. There is also a field where you specify maximum bid per call CPP (Cost Per Call). Max CPP applies only for Destkop computers, Laptops and Ipads, but not for the ads shown on mobiles.

Google Forwarding Number Setup

1. Select the campaign you want to assing the call extension will forwarding number;

2. Click on “Ad Extensions“, select “View: Call Extensions” and click on a green button “+New Extension“;

3. Add the destination number to the input field “Phone Number

4. Select the Phone Number Option which is: “Use a Call Forwarding number from Google to get enchanced reporting and to show a phone number on mobile phones, destkops and tablets

5. Select one of the “Mobile Specific Options

 

Please keep in mind that Google forwarding number provides very limited funcionality of call tracking, if you are looking for more in depth reporting you have to look into the 3rd party call tracking software such as AdInsight, Infinity Call tracking etc.

 

 

Posted by: Evaldas Balcius

Posted on: June 13, 2012 11:16 am

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In this tutorial you will learn how to create  your first Google Adwords Product Ad. A product listing ad is a completely different to way to promote your products next to the Google Adwords text ads on the top or on the right sidebar of Google search results. Product ad contains only the product information such as: product image, title, price, shop name and special promotion.

Product Listing Ad on the Top

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Product Listing Ad on the Right Sidebar

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Please note that product ads are available only in UK, US, Germany and France.

How to Start

1. Check Google Merchant Center. First of all you have to make sure that you have all of your product listed on Google Shopping, because Google product ads use the data from your Google Merchant Center feed to decide which products to display, because products ads are not using keywords.

2. Create Dedicated campaign. It is highly recommended to create seperate campaigns just for the product ads in order to manage budgets more effectively.

3. Enable Product Extension. Select the campaign you want to use for product listing ads and then enable “Product Extension” for that campaign. To learn how to enable product extension read my tutorial here.

4. Set Auto Targets. After you enabled the product extension, you have to set the “Auto Targets” for each ad group within the campaign. To enable the auto targets click on the “Auto Targets” tab, select the ad group, click on the button “Add Product targets”. You will see a screen giving you two options either “Add all products” or “Add a group of Products. …. “. The first option will use all of your products within the shopping feed and the second option will give you more control over the selection of products. You can target products using multiple product criteria such as:

  • product_type;
  • brand;
  • condition;
  • adwords_label;
  • adwords_grouping;

Click here to learn more about these attributes.

After the specifying product targets, you’ll have to validate the results and save the target.

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5. Create “Product Listing Ads”.   To create product listing ads you have go the Ads control panel, then click on the  button “+New Ad” and select “Product listing Ad“.

Add the promotional text that will be displayed below the price and store name.

 

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Posted by: Evaldas Balcius

Posted on: June 6, 2012 3:25 pm

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Google Adwords shared library can be very useful tool for sharing common elements such as Google remarketing audiences, negative keyword lists and placement exclusions accross multiple Google Adwords campaigns.

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There are three sub-libraries available under the “shared libraries” on the left sidebar:

  • Audiences. This is the place where you can create and manage your  audiences for Google Remarketing campaigns. “Remarketing lists” will allow you to create a list of visitors who have recently visited your website  and “Custom Combinations” a tool for setting rules for multiple remarketing lists. (i.e include a remarketing list of people who have recently visited the website and exclude a list for visitors who filled an enquiry form)

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  • Campaign Negative Keywords. Negative keyword lists that you can use accross the multiple campaigns. This may be very useful tool for sharing lists of common negative keywords such as towns, counties, countries, competitor brand names or any other combination of negative keywords. Actually those lists can be very valuable, because you can always download these lists and use them for multiple client adwords accounts.

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  • Campaign Placement Exclusions. You can use this tool to share the placement exclusions accross the display network campaigns.

Posted by: Evaldas Balcius

Posted on: May 30, 2012 3:52 pm

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Last week Google introduced the “Auction Insights” report. This report will help you to understand what your competitors are doing with their bidding strategies and using this data you will be able to to optimise your ppc campaigns to the maximum performance.

“Auction Insights” report will enable you to compare the performance of your keyword with a list of competitors who entered the same auction.You will be able to see:

  • How often your ads overlap with your competitors ads;
  • How often your ads appeared in higher position;
  • How often your ads appeared in the top of the page;

This particular Google Adwords report is generated only in keyword level and report the competitors columns of data as follows:

  • Display URL Domain;
  • Impression share;
  • Average position;
  • Overlap rate;
  • Position above rate;
  • Top Of page rate.

Your keyword has to reach a minimum threshold of activity to start appearing in those reports.

To start using this report you have to select a specific keyword, then  click on “Keyword Details” -> “Auction Insights (Single Keyword Only)”

 

 

Posted by: Evaldas Balcius

Posted on: November 18, 2011 10:01 pm

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There are a number strategies and ways how to increase your ppc campaign’s CTR (Click Through Rates). So I’ll try to give you some tips, how to improve your PPC campaign‘s Click Through Rates (CTR).

1. Target right Audience. The most important thing before planning any PPC campaign is to select right keywords and phrases you want to target. These keywords should be related to your product or service you want to advertise via your PPC campaign.  It is not recommended to choose very obvious keywords which may generate a lot of impressions and huge amount of low quality clicks. To get higher CTR you may have to use descriptive keywords, so your text will be displayed only for users who are interested to your product.

2. Use Appropriate Keywords Matching. Google Adwords uses various methods of targeting like: Broad Match targeting (PPC Management), Phrase Match targeting (“PPC Management”), Exact Match targeting ([PPC Management]) and Advanced Broad Match targeting (“+PPC +Management”). By using these keyword targeting methods you may reach more targeted audiences and avoid irrelevant impressions as well as clicks.

3. Negative Keyword Strategy. By implementing negative keyword strategy you can reduce your advertising costs and bring more relevant visitors to your website. It is important to select negative keywords properly, because you have to make sure that your negative keywords won’t influence search phrases you want to be advertised for.

4.  Create relevant ad groups for different keywords. You will be able to maximize your Click Through Rates by creating relevant ad groups for similar keyword sets.

4. Write a compeling copy of text ads. Another important factor for maintaining healthy CTR is to write a compelling ad copy, by including keywords used in the search query (Automatic keyword insert) and using strong call to action elements.

Posted by: Evaldas Balcius

Posted on: October 20, 2011 2:58 pm

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A lot of ecommerce websites, might have thousands of products that might temporarily change their stock availability, or just adding a lot of new products to their website on daily basis. So, even if you’ve got very well managed Google Adwords campaigns with thousands of keywords and very themed ad groups it is hard to keep your adwords account updated with every product change.

To resolve this problem Google are launching “Dynamic Search Ads” which will help to keep your ads automatically updated with your stock changes.

So, how “Dynamic Search Ads” functionality will work:

  • Dynamic Search Ads will get fresh data about your ecommerce website listings via Google organic crawl system.
  • Dynamic Search Ad will be triggered whenever relevant search occurs in Google.
  • Google will  dynamically generate text ad’s headline, use description template written by advertiser and use the most relevant destination URL.

This additional functionality will allow you to stay in full control and target various part of you website, even if you want to target entire website, specific product category or pages with specific keywords.

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