Posted by: Hannah

Posted on: March 22, 2013 4:21 pm

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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 6, 2013 4:57 pm

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According to Knotice, 41% of all emails are opened using a mobile device. The search volume conducted on a smartphone doubles almost every month and to top it all off, 25% of UK purchases are made using a mobile device. Those are some hard facts and to a marketer or business, should emphasise how important mobile optimisation is.

For those of you who don’t spend every waking minute following Google’s every move, Google AdWords released a huge update called enhanced campaigns. There are some advantages to be gained from this such as improved site links, but the main focus on this is to target mobiles. By making all ads display in the mobile search results, it ties the hands of businesses and agencies using AdWords. Now they must create a mobile friendly landing page, or suffer a loss at the hands of an increased bounce rate and much lower conversion rate.

It is safe to say that all the top dogs are barking about mobile. All the stats are available and there is the evidence to prove its ROI.

Let’s think about this for a second though, Google does encourage businesses to “think like their customers”. Cast your mind back to when you last whipped out your smart phone and looked for information, be it pizza, a bakery or a fact to prove that you do know what you’re talking about in the pub. You scroll through the results and find something promising and chances are if you’re not on EE and in London, you’ll be waiting a while but that’s ok because you want to see this page.

As the page finally loads next to a new day dawning, you have to navigate your way through a huge website with tiny text and elements of flash. To get any good content, you have to pinch your phone being careful not to mis-click and lose all your hard work, and then if you finally find what you are after, you click the link and your thumb or finger is “too” big, so you’re sent off to another page and the journey begins again!

From a business point of view, if a mobile user is browsing on their phone and clicks through to your site, chance are that they are pretty engaged and interested in converting. All you have to do is make it as easy as possible for them to find what they want.

Posted by: Evaldas Balcius

Posted on: September 26, 2012 8:45 am

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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.

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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)

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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: 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.

 

Posted by: Evaldas Balcius

Posted on: September 5, 2012 3:18 pm

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Google Analytics remarketing lists enables you to target your Google Adwords remarketing campaigns to specific type of visitors. In this tutorial I will demonstrate how to create remarketing list on Google Analytics and export the list to Google Adwords.

How to create remarketing lists in Google Analytics

1. Login to your Google Analytics account, go the Admin panel and navigate on the tab named as “Remarketing Lists”.

2. Click on the button “+New Remarketing List” to start the creation process of a new list.

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3. In the next window you will see the list options that you need to setup. Make sure that you selected right profile, where the data will be taken from.

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4. Then you have to select the “Remarketing type” you prefer to use. There are 4 remarketing types available:

  • All website visitors;
  • Visitors who visited a specific pages on the site;
  • Visitors who completed a specific goal. You can select from the list of all available goals;
  • Your own remarketing list based on advanced segments data. The first option of “Dimension & Metric Filters” will allow you segment visitors based on visit dimension. And the second option of “Sequence Filter” will allow to create segments based on specific sequential order.

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5. Enter a name of the list and change the number of membership duration.
6. Click on the “Get Estimates” button to get the number of visitors you may reach with that particular remarketing list.
7.  Click on “Save Remarketing List” and these lists will be automatically exported to your Google Adwords account.

Posted by: Evaldas Balcius

Posted on: August 1, 2012 8:00 am

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This tutorial will guide you through the setup process of new type of  Google Adwords remarketing lists.  With the new version of remarketing lists the whole creation process is slightly changed, as there is no need to upload different tags on different pages, you just have to upload a single tag across the site and then setup remarketing lists based on your website URL parameters.

How to setup new remarketing lists based on one tag

1. Audiences. Navigate to the “Audiences” section which can be located on left sidebar under the “Shared Library”;

2. Create a primary tag.

a.  Create a primary remarketing tag by clicking on the “New Audience” – > “Remarketing List” and select a second option “Define a list of site visitors by placing a new tag …...” .  This tag has to be uploaded to every single page on your site (or just simply added to the footer of every page).

b. What to do if you already have multiple tags created and uploaded to your pages? My suggestion will be to close all of the remarketing lists and use only one tag-based  list which got the highest number of users and re-use that tag in every page of your website. Please be aware that after deletion of existing re marketing lists you will have to re-configure “Custom Combinations” too .

3. Define remarketing lists based on URL address. Once primary tag is uploaded to every page of your website, you have to start defining your lists based page URL. Click to create new “Remarketing list” and select the first option named as “Define a list of site visitors based on the selection below“  and add the parameters of the URL address. Example: Lets you want to create a list targeting all pages related to the “Conservatories“. In order to do this you create a list where URL  contains “Convservatories“.

 

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To learn more remarketing lists please read Adwords help center.

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 11, 2012 3:34 pm

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Managing huge and complex ppc campaigns may be a daunting challenge. But Google is offering free standalone destkop application, which allows to make bulk changes for your adwords account such as:

  • Managing multiple MCC accounts;
  • Make Bulk changes (add, edit, delete, copy) for campaigns, ad groups, ads, placements etc.
  • Design advanced searches and create customised views of the entire account;
  • Work on Adwords Editor offline;
  • Export backup files;
  • Export whole account CSV and summary in HTML;
  • Import CSV files;

Adwords Editor also supports the funcionality to copy various adwords elements accross the campaigns:

  • Location and sitelink extensions;
  • Campaign targeting setting:
    • Locations (Targeted areas);
    • Product targets;
    • Audiences for remarketing campaigns;
    • Placements for display campaigns;
  • Location targeting methods;
  • Location exclusion menthods;
  • Network targeting;
  • Delivery Methods;
  • Exact and Phrase matching;
  • Budgets and status;
  • A data of the campaign shell:
    • Ad Scheduling data;
    • Language targeting;
    • Targeted  devices;

“Keyword Grouper” and “Keyword Oportunities” can be used to better manage existing keyword lists and get the suggestions to how to group keyword lists and explore new keywords.

To explore all the benefits of Adwords Editor download the latest version here or use Adwords Editor help center to find the answers to all your questions.

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.

 

 

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