Posted by: Lewis Austin
Posted on: April 2, 2013 1:46 pm
As a continuation from a post just a few weeks ago, “Google’s Ads Aren’t Numbered”, Google has taken a step further with the use of phone numbers. As of 2 weeks ago, AdWords users were no longer permitted to submit ad text that contained a phone number as this would be disapproved.
This morning, I was welcomed into one of our clients’ accounts with this lovely message:
The learn more link forwards you to this page: http://support.google.com/adwordspolicy/answer/176098?hl=en-GB&rd=1 .
However, the section that we should really be interested in is this: “Phone numbers and vanity phone numbers can’t be used anywhere in ad text or in a sitelinks extension because doing so is confusing to users who might be expecting to be led to a call session as opposed to a website. To let customers call you directly from your ad, use call extensions instead.”
So we have been warned and we have just a few weeks to implement the required changes, or we must feel the wrath of Google. Understandably, the use of a number in the ad text as well as using a call extension can seem a little pointless, especially from Google’s perspective. Despite the fact that we marketers think it is a brilliant strategy and really emphasises the user to make a call, this is Google’s own way of ensuring quality listings.
Instead of complaining, it’s important to develop a strategy quickly to prepare for another change in the AdWords horizon. The easiest thing to do would be to use the AdWords editor and replace the phone number with “us now” or “today”. Doing this doesn’t really add much to the ad so maybe it could be worth using dynamic keyword insertion to make the ad more relevant in terms of quality score and directly to the user. For arguments sake, let’s say you are a florist in Manchester. Your ad might now say: “Call Now for Manchester Florists”. In my opinion this looks very compelling and relevant, certainly more so than just “Call Us Now”.
We will be preparing for the new implementations by keeping our ads that have a phone number and introducing are newly revised ads, running them side by side. This will allow us to gather data and compare the two different ad formats, along with what substitution performs the best. Then when Google decides to implement these changes we will be fully prepared and won’t have to make any changes to the account.
Posted by: Hannah
Posted on: March 22, 2013 4:21 pm
The PPC landscape is continually changing as Google introduces new features and settings and advertisers become more experienced with getting the most out of pay per click campaigns. In light of this SEO Positive has noticed three important pay per click trends.
1. Cross device browsing
Mobile traffic is ever increasing as more people purchase smartphones and tablets spending additional time browsing the internet on the go. However, figures also show that conversion rates are lower on smartphones and more effective on desktops and tablets. A study on Econsultancy showed that the average conversion rate on desktops and tablets was 3.7 % and just 1.9 % for mobile. Mobile is still important and therefore it is worth investing some time and effort in it to reach audiences, even if they do return via desktop or tablet to make the purchase. Smart AdWords users are investing in enhanced campaigns which show the amount of traffic from each platform which gives insight into consumer’s behaviour.
2. Mobile and Enhanced Campaigns
As described above, enhanced and mobile devices are Google’s new tool for businesses. Cheaper than desktop and tablet cost per click, Google are encouraging business to invest time and effort into mobile, claiming that this is the year of the mobile. Mobile campaigns also have less competition that desktop which in turn should mean a higher chance of reaching customers.
3. Google Shopping
Since their launch in the last 2 years, Product Listing Ads have made a major impact on many ecommerce clients with most drawing significant proportion of sales from them. After its changes were implemented and all listings were free, many businesses have had to rethink of ways to draw customers in. This has produced higher quality natural listings and higher paid pay per click campaigns. In short, the change demonstrates that webmasters should not rely on one aspect of advertising alone.
Posted by: Lewis Austin
Posted on: March 20, 2013 5:51 pm
Google did explain when the enhanced campaigns were rolled out, that the call extensions feature would make using phone numbers in ad text a thing of the past. It looks like today is the day.
It seems as though ads that are posted as of today will be disapproved if they have phone numbers in them, however I think that ad text that has been approved in the past will remain safe, or that’s what I’m hoping for.
For those that have posted ads and are still waiting for approval, if they contain a phone number, then they are likely to be disapproved just like mine, so you might as well save yourself even more waiting time and submit some close variants.
PPC Managers and AdWords users will now have to think of another call to action to use. The phone number insertion method looked great and in some cases actually received calls. If you were extra sneaky, you would have managed to utilise a number along with call extensions, which showed your number twice, obviously this is what Google is trying to avoid.
It seems as though we will have to go back to “call us now” and our other all time favourites.
Posted by: Stacey Cosens
Posted on: February 19, 2013 3:26 pm
Last week, Google announced that AdWords would be introducing Search Funnels data.
The aim is to show how users search for products before converting, allowing PPC managers to make informed decisions in Adwords and get the most from their campaign.
Google has introduced search funnel columns to add to a campaign, ad group, keyword and ads tabs. The conversion tracking is a particularly helpful new function, allowing users to add columns for many common search funnel metrics such as assist clicks, click assisted conversions and assist impressions.
This means that now PPC managers will be able to see the assisted conversion metric and help ensure they are not missing out on opportunities when optimising keywords.
Basically this now means it is much easier for PPC managers to understand what keywords might lead someone to their site eventually and lead to a conversion, even if it is not the last keyword they search. This paints a picture of the journey a consumer is likely to make to hunt out a service or product.
The news comes shortly after AdWords announced that it would be introducing Enhanced Campaigns, allowing advertisers to target people based on the time of the day, location and device they’re using.
The service enables PPC managers to manage everything in one place rather than working on and comparing several different campaigns.
Posted by: Hannah
Posted on: January 17, 2013 4:14 pm
It seems as though we are a nation of keen tablet and mobile users, even on Christmas day!
A recent study has revealed that 46% of Christmas Day traffic was on tablets and mobile phones. The results seem to back up a theory that Christmas day e-commerce is increasing each year as a result of the ever increasing popularity of digital gifts like smartphones and tablets for Christmas.
Findings also showed that traffic via mobile on the 25th of December actually exceeded that of an average shopping day in December apart from that of December the 1st. Retailers saw 44% more traffic from tablets and 25% more traffic from smartphones on Christmas day. Findings are even more interesting when Christmas Eve and Christmas day is compared, showing a 40% increase in tablet traffic and a 14% increase in smartphone usage on Christmas day.
2012 was undoubtedly the year of the tablet take over – with the launch of various devices such as the Kindle Fire, the iPad mini and the Google Nexus. The increase in site traffic is undoubtedly due to them being purchased as gifts but may also be due to a change in retailer’s tactics. Many began their sales on Christmas day slashing large amounts of money off items that were full priced less than 24 hours earlier.
This also raises interest about PPC advertising and the best times to begin and end your campaign. Cost per click on tablets has risen by 90% for tablet and 65% on mobile – an indication of the huge popularity of the devices and audience an advert has the potential to reach. Throughout the year tablet and mobile click through rates are always significantly higher than desktop and as predicted followed trend at Christmas with a huge spike in numbers.
Such research leaves marketers, SEO experts and researchers with the necessity to widen and develop adverts and websites in a mobile and tablet friendly way. It seems that more and more of us are relying on mobile internet access as a way to shop – even on the most unusual days.
Posted by: Ben Austin
Posted on: September 28, 2012 6:03 pm
Keywords are essential part of any search engine optimisation campaign. The writing of your article and the building of your links depends on the keywords that you would like to target. This is why it is important that you target the right keywords. How do you target the right keywords you say? Well you have to do actual keyword research where you compare the different keywords according to the number of traffic through the number of search usage and the competition difficulty based on how many websites and web pages utilises the same keyword.
To conduct proper keyword research processes for your search engine optimisation needs you have to have a keyword research tool that will give you accurate results on what you want. There are of course some keyword research tools that are sold in the market however many would prefer to have a free keyword research tool just like the one provided by Google, the Adwords Keyword Tool. Unfortunately, Google’s keyword tool is not one hundred percent accurate and it might cause problems in your SEO campaigns later on once you discover the inaccuracy of the data you got. If you have an adwords account and have utilised adwords before you might have in your possession a very valuable keyword tool which is the search query data.
The search query data is a lot more accurate tool for keyword research because it provides the following:
1. True Performance Data – since this is from your Adwords campaign for your own website, the search query data will contain actual website outcomes, there is no estimate and no guessing only true data.
2. Targeted Data – the search query data is unique to your website it does not come from any other source or does it track any other website except yours. So the data gathered or contained within the search query data if only for your site and your competitor could not even access it.
3. Actual CPC Data – again since this is focused on an actual Adwords campaign the cost per click data is not an estimate unlike those that are presented in Google’s Keyword Research Tool. With the true value of your cost per click data you will be able to put an actual value on your SEO campaign and how much should you put into the said campaign.
This method of course is applicable if you have already worked with Adwords for your website, if you haven’t this is something which you should try in order not only to conduct a PPC campaign for your site but also gather relevant and useful data for your future SEO campaigns.
Posted by: Evaldas Balcius
Posted on: September 26, 2012 8:45 am
Google Adwords automated rules is the feature which allows you to make automated changes on you Adwords account based on criteria you specify. You can specify these rules for campaign, ad group and keyword level:
- Changing daily budget;
- Pause / Enable Campaigns;
- Pause Keywords;
- Change Max CPC;
- Raise Bids To First Page Bids;
- Pause/Enable Ads;
- Pause/Enable Ad Groups;
- Change Ad Group default max.
- (Full list of all available rules can be found here)
How to start
1. Select the campaigns, ad groups or keywords you want to create automated rules.
2. Then click on the button named as “Automate” and select the rule you want to create.
3. Then you will see a window with a various settings for new rule creation. Settings will vary on the rule you selected. (Please note that the image provided below is only the example for the rule which will change daily budget)
You have to make sure that you click on the “Preview Results” before you save.
It is important thing to review automated rules logs periodically and monitor what automated changes has been made for your account.
Posted by: Evaldas Balcius
Posted on: July 25, 2012 10:27 am
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.
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
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
Filter for Google source
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.
Posted by: Evaldas Balcius
Posted on: June 6, 2012 3:25 pm
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.
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)
- 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.
- Campaign Placement Exclusions. You can use this tool to share the placement exclusions accross the display network campaigns.
Posted by: Ben Austin
Posted on: January 24, 2012 5:00 pm
Hi and welcome to my 1st Blog on SEO Positives new website!
Each week I will be providing you with my digital marketing Top Tips on how your online business can stay ahead of your competitors! We look after some of the biggest clients on the internet, here are a few of them: promocodes.co.uk, luggagesuperstore.co.uk, voijeans.co.uk, partybritain.co.uk and spabreak.co.uk for more examples please see our case studies.
Creating a Blog on your website is an essential part of your online marketing strategy and vital to keep your visitors engaged with news about your business. Your blog is like a newsfeed, so it’s essential to create unique interesting articles which contain links to relevant pages back within your website. If you copy and paste another article and re blog it, remember Google could penalise your site for copied text. As a general rule of thumb only use 1 link per 100 words, this will help Google crawl for keywords associated about your business. A perfect example to see how it’s done is by clicking on the words that are underlined within this article. Remember to update this as much as possible and I would suggest you spend 30 minutes daily doing this task which will benefit your websites online presence massively.
2. XML Sitemap
Your website is like a book, your menu bar is like a contents page so this needs to be clear and simple so that your visitors can navigate around your site and look at pages. You may already have a site map on your website which is like an index page in a book. By creating an XML sitemap which is tailor made especially for Google, allowing it to crawl/read your keywords on all your pages. Please see our website for an excellent example of an XML Sitemap.
3. Google Analytics
Any one that has an online presence for a personal website, small or giant online business should have Google analytics. It’s a vital part of your marketing strategy and its one of the most powerful web analytics tracking solutions that will help you understand customer trends visiting your site. This will help you improve and implement new strategies for customers to purchase or contact you resulting in a conversion. In addition Google Adwords (PPC) customers can even see their Analytics data from inside their Adwords account, plus Google Analytics is free for anyone to use.