Category Archives: Google Adwords

IT’S TIME TO IMPROVE UPON YOUR PPC AD EXTENSIONS

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Google recently (last month) made some changes to its AdWords platform by including The Dynamic Structured Snippets, which randomly transforms your texts into ads. But it garnered a mix response from industry sources and experts. This is an inspired move not only to improve upon its AdWords services but also to check Facebook’s growing numbers of advertisers. Coming back to the news, Google last month confirmed this new development through a statement

“Over the past few months, many of you have been seeing tremendous success with dynamic structured snippets. And we’ve heard that you sometimes want to customize the information that shows in this format. That’s why today, we’re starting to roll out structured snippet extensions: advertiser-provided structured information that shows with your text ads.”

With the inclusion of this new feature, the list rounds up to seven options, which are available to the advertisers as below

  1. Apps
  2. Calls
  3. Location
  4. Reviews
  5. Sitelinks
  6. Callouts
  7. Structured Snippets

This lets the advertisers to choose and customize from its segments of products and services under the Header section. Listed below are the names of some of the headers that are currently available.

  • Amenities
  • Brands
  • Courses
  • Degree programs
  • Destinations
  • Featured hotels
  • Insurance coverage
  • Neighborhoods
  • Service catalog
  • Shows
  • Styles
  • Types

With the above pre-defined headers, Google is targeting an elite group of advertisers.

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With the addition of new dynamic structured snippets, Google is trying to kill two birds with one stone. By focusing more on features and benefits in its Ad design, it’s trying to lure more advertisers to sign up with Google and at the same time stop Facebook from running away with the elite bunch of advertisers.

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As a PPC professional, you may find this new development quite interesting but if you are looking for other avenues To Sort Out Your Next PPC Campaign, check out our Pay Per Click Packages. Alternatively, you can email sales@ebrandz.com or call 1-888-545-0616 (Toll-Free) for assistance.

14 POINTS TO REMEMBER WHILE DESIGNING YOUR NEXT PPC LANDING PAGE

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You may remember an old axiom which says, “Any landing you can walk away from is a good one”. But as an entrepreneur, you don’t want that to happen with you? Don’t you?

The only way you can ensure is by designing a great landing page, as a part of your PPC strategy. If your landing page can inspire some Ad clicks in return from your online passerby’s, it’s more than half the job. You need to ensure that you can convert those clicks into conversions by delivering on your target audience’s expectations.

If that happens, it will inspire Google’s Quality Score ranking system to positively impact your Ad ranking, bid price, position of your Ads, and is followed by some Ad incentives, too. For that to happen, you need to come with some quality Ads to optimize your landing page performance while inspiring Google to do the expected.

THE MAIN GOAL OF YOUR LANDING PAGE

Your primary concerns should be

  • Conversion of prospective clicks to drive the sales force in terms of a free demo sign-up or registration for a free trial or request for a quote to name a few.
  • Organizing your customer database, which can be leveraged for your marketing campaign.

The fact that most of your online passerby’s may not end up subscribing to your services doesn’t mean that there’s no need to educate them about your products or services. So, ensure that you are spreading the word around.

1. THE RIGHT LANDING PAGE FOR YOU

There are two species of landing pages. Landing pages that speak for themselves and the other one is the part of your main website, accompanied with some pluses and minuses.

The latter one is more effective because they are designed as an inbuilt and permanent part of your website, which makes them more effective in the standard SEO practices.

The former landing pages are made campaign specific and more concentrated on niche conversions. This makes them more result oriented with some pitfalls.

In such scenario, the mix of the two versions is the best way to approach a particular campaign or may be utilizing welcome page of your website as the landing page and accommodating messaging in its place.

2. UTILIZING RELEVANT LANDING PAGE FOR PPC ADS

Ensure that the landing page meets the expectations of the online visitors, who click the PPC Ads and are more likely to make a purchase as compared to others.

The click-throughs are quick on their page preferences and their relevancy may minimize bounce rates thus sending right signals to Google.

3. MAKING THE BEST USE OF IMAGES AND GRAPHICS

Graphics and images are a crucial part of conversion since they create an indelible impression on your target audience. So, your due discretion is needed while selecting them as it can ultimately make or break your brand image. For more, see the Slideshare here.

4. MINIMIZE THE NAVIGATION CHOICES

Look for ways to eliminate any page distractions as it will ensure that your click-throughs have no other option to navigate away from your website.

This will also increase your chances of signing them up or even making a purchase. In that scenario, the other passerby’s may have no other option but to leave your page completely.

Hence, it’s wise to just minimize the navigation pathway, which will ensure that potential passerby won’t feel isolated on your landing page.

5. HELP THEM TO YOUR LANDING PAGE VIA PPC ADS

Put your message across in similar language so that the past impression of the imagery and the ad on the landing page stays on with your click-throughs.

If your landing page uses the same text then the passerby feels assured that they aren’t on different trajectory altogether. This can be done in the settings by selecting the default city location, which saves time as well.

6. DISPOSE OFF YOUR OLD LANDING PAGE

You can dispose off the old landing page by using 404 or 301 to permanently redirect them which will save on your online passerby’s time, who are searching for new offers.

This makes sense as the landing pages are often designed for short-term marketing campaigns.

7. ALWAYS BE IN TOUCH WITH YOUR PASSERBY

You have to keep in mind that not all of your online passerby’s will make a purchase of your services. Hence, you will constantly need to feed them with some free trials or have an email conversation or chat live with them to clarify their doubts or further educate them about your services.

At the same time, due consideration needs to be taken about the sales funnel, they are in at the moment.

8. LOOK FOR INDUSTRY RELEVANT SOCIAL PROOF

Appraisals, endorsements and social referrals act as a solid Social proof and works wonders if they come from some credible industry sources or a well-known public figure. This further reinforces the value of trust in the eyes of your target audience about your brand image. For instance, social referrals worked wonders for the No.1 ranked social referral hubspot Facebook.

9. THE SIZE OF YOUR LANDING PAGE DOES MATTER

There are no industry specifications on the standard size of your landing page as Neil Patel says here. Work out the best possible size to keep your target audience interested and not make it too long to lose them half way. Take some “industry specific” references as a food for thought for you.

10. DON’T MESS AROUND WITH DETAILS

It depends a lot on the pre-requisites of your industry concerns that you are catering to. Be crisp and   clear in putting the message across and for your reference, you can take something out of this example from Bellroy. Do ensure that your landing page doesn’t look messy and is easy on eyes.

11. MAKE YOUR CTA USER-FRIENDLY

This is a very important next step from the sales point of view. You can work out the best Call to Action look that goes well with your marketing campaign and the one that bespoke your target audience in terms of search-ability, color, size, positioning and wordings.

12. GO MOBILE FRIENDLY

In 2015 U.S. mobile commerce sales will total $104.05 billion, up 38.7% from $75.03 billion in 2014. This smart information is sufficient to make your site go mobile friendly, in case if you haven’t done it as yet. If you need any help with creating mobile friendly websites, kindly get in touch with us.

13. FAST TO OPEN UP

Don’t overload your landing page with unnecessary messy stuff that it starts to test your passerby’s patience, when loading.

A slow loading landing page will not only shoo away your target audience but may negatively impact your Google ranking as well. Here’s an article you can refer to.

14. PLAY WITH YOUR LANDING PAGE

Experiment, learn and improve the overall quality of your landing page to touch new avenues in terms of your existing PPC Campaign. And if you haven’t, it’s time to play a bit with your landing page.

SUMMARY

In short, what works for one may not necessarily work for others. So, don’t shy of experimenting with your landing page even if it takes a bit of your time. Remember every accomplishment starts with a decision to try and don’t forget Google rewards every bit of your accomplishments in the form of higher search ranking. So, if you’re still searching for some tangible solutions to your landing page woes, check out our Pay Per Click Packages. Alternatively, you can email sales@ebrandz.com or call 1-888-545-0616 Toll-Free for assistance.

WHAT DO YOU NEED TO ENSURE THAT YOUR NEXT PPC CAMPAIGN MAY NOT END UP DISAPPOINTING YOU

Today, we’ll talk about a perfect PPC campaign that just went wrong. After investing a considerable amount of CTC time, the right budget was allotted to it. Then after due procedure right keywords were selected to ensure that the prospective click-throughs were landed on the right landing pages so that finally right results show up in the form conversions. But when you realize that the conversions aren’t buying then it all comes crashing down like the stock market at the Wall Street. So, there’s something right that really went wrong.

Though your clickthroughs filled out all the forms and receive their white paper or e-book. But there’s when suddenly they shoo away from your landing page and look uninterested in your product or services by not responding to your mailers or don’t answer your calls. So, what went wrong in this perfectly designed right set up? Well, this is where companies spending a large sum on their PPC campaign go blank. As they don’t know how to possibly convert the conversions into your valuable customers. Here are some right tips that can possibly turn the dice rolling in your favor.

Just Form Fills is not Right Conversion Metric

It was a long way back considered to be a good omen that if your clickthroughs are filling up the forms then they may also end up signing. But there lay some unknown reasons that your targeted conversion metrics for PPC lead generation campaigns aren’t taking that next step forward. That’s where it goes all wrong since with changing times your click through have become a bit smarter than you otherwise may think.

So, you end up dishing out back to back e-mailers to your prospective click through user without getting any response, whatsoever. But you can do well to remember the fact that an average click through user has to deal with 416 commercial email marketing (don’t forget those personal ones, too) in a month. Add to that, you only have 15 -20 seconds to form an impression on your e-mail recipient.

The second possible reason may be the fact that your click throughs may be raring to go when filling up the forms. So, when they do get your mailer they seem disinterested in your product or services. You were unable to communicate with your click through user in his moment of impulse just when he was filling up the forms.

Also, around 80% of people never leave their house without their smartphones and spend almost 15 hours on a weekly basis doing R&D about the company’s offerings. So, if you are not Mobilegeddon ready then your prospective click-through may experience a possible communication break while filling up the forms to complete the signing up formality.

And if this is the reason behind the fallout, then you can optimize your PPC campaign for the inbound calls.

HOW TO BETTER OPTIMIZE YOUR PPC CAMPAIGN

According to a study, the inbound phone calls are a great ROI to the company in getting touch with their prospective clients. In fact, they are 5 – 10 times moreproductive and the process below isn’t that difficult to follow.

1) Use Google AdWords Call Extensions

call-extensions

Make good use of Google’s SERP click to call extension tabs to your maximum advantage by ensuring that your phone numbers are accurate and functioning properly. If you have advertised yourself on Google AdWords platform, just a click (from the user) will put you in direct communication to close your prospective customer. In that sense, these extensions further increase CTR ratio. In fact, a recent study confirms CTR increase of 221%, when these call extensions are used properly. You can even manage the settings for your ad extensions as per your preference. For further details, check this out – How To Setup Click to Call Extensions Call.

2) Enable your Landing Page with Click-To-Call function

click-to-call

It may not be a wise move to use these call extensions tabs while your click-through is on your landing page. In that scenario, your user may be looking to get further educated on the subject and the best you can do is to land him on your call extension enabled landing page via your marketing page. So, that it becomes easier for your click through the user to call you directly from your landing page. This level of programming can be achieved through proper HTML coding. For more info on HTML coding, visit – how to make click to call in text links.

3) Emphasize on Calling in your Call-To-Actions

calling

Inform the user of what you want them to do when they come visiting your site’s landing page. If you want them to call you then ensure that you are open to provide 24×7 free consultation service to your click through users. You can also attach a bit of urgency by adding Call Now for further assistance beside your call extensions. At the end of the day, you only have those 5-10 precious minutes to make your user act on his impulse by communicating him in just the right way so that your next PPC campaign may not end up disappointing you.

So, if you are in the process of launching your next PPC campaign and are looking forward to some valuable feedback on your campaign then do get in touch with us via Email at sales@ebrandz.com or Call 1-888-545-0616 Toll-Free. And do not forget to check out our Pay Per Click Packages.

FIVE KEYWORD TACTICS TO OVERHAUL YOUR EXISTING PPC CAMPAIGN

pay-per-clickKeywords play a crucial role in attracting the desired click-throughs to your website or social media campaign as such. This especially becomes a tricky part, when you have to constantly remove or add new keywords in terms of managing multiple paid search accounts. So it’s very important that keywords are constantly filtered (process of reviewing, analyzing and refreshing) on a regular basis to carve out a successful PPC campaign. Listed below are some of the tactics, which should be reviewed and analyzed on a regular basis to overhaul your existing PPC campaign.

1.  Review your campaign

First step to get started is by reviewing your existing campaign and ad group. You need to take a call whether the newly added ad groups serve better than your existing ones in your new campaign? Further, you need to decide whether the current ad groups are relevant to your campaign or not. Create ad group for new products that don’t really have an ad group. In this way, the current ad group will now act as a future reference point.

2. Think like your target audience

Give a close hard look at those keywords that you have in your existing account structure. Review the past six month’s data and the keywords that are not performing. If there are any then, device a perfect action plan for each term. The UN-impressionable keywords or with no viewership count will need to make way for the new ones. This should be done on the long term basis to further improve the quality score of your account. Think like your audience and select the keywords that are most searched. Deem keywords basis on high cost, low CTR and low quality score. Can you do something to improve their performance by lowering their bids, new ad copy or a better landing page? Create a plan and monitor their performance. If you see no improvement then just play the waiting game.

3. Key group of Superstars

Organize your key group of superstar words that are leaving a great impression on your click throughs. Those superstars keywords, with a dedicated budget, need to be put up in their own ad groups. Now, create a target ad copy for terms that are attracting more search attention.

4. Know your target Audience at large

After the clean-up act, create a new ad group that you need to build. Google’s keyword planner can help to determine new keywords that can be used for build outs. The Search Query Report is great way to find out how your keywords are being perceived by your target audience at large and at the same time identifies the high potential keywords that you can add.

5. Fill those loopholes

No matter how good you feel about your existing list of keywords but there always some or the other loopholes that do exist. So, think like them to get them. Use The Search query report online to ensure that you are paying for relevant business terms. Also, ensure that your account is in great shape even after performing periodic structure reviews and addition of new keywords.

Just act fast or you won’t last

At the end of the day, getting the right mix of keywords is half the battle won. To do that, just know your target audience and think like them to get them and if that means a complete overhaul of your existing PPC campaign then do it otherwise it won’t be long enough that you’ll find yourself being overhauled by your competitors. And, if you are still searching for right mix of keywords to overhaul your present PPC campaign, kindly check out our PPC Packages. Alternatively, you can Email sales@ebrandz.com or Call 1-888-545-0616 (Toll Free) for assistance.

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