If you’ve been following news about AdWords, you might have heard that Google recently rolled out a whole new look for their AdWords dashboard. But the latest Adwords redesign can mean more than just a slick new interface for you to enjoy. The updated platform might just have a positive impact on your campaigns — if you know how to leverage it. Here’s what you need to know about AdWords new look, and how it will impact your PPC campaign strategy.
What’s New with AdWords?
AdWords Has a Clean, New Look
The first thing you’ll notice about the new interface is how sleek and clean it is. The new AdWords interface is an expression of Material Design, Google’s design language. The principles of Material Design stress the importance of usability. As a result, Google has focused on creating responsive layouts and highly visual designs to help users get the information they want at a glance. Image Source: Google
This is a big change from the cluttered, busy interface that AdWords currently has. Since it first launched 15 years ago, AdWords has gathered up a large number of features, and the original interface wasn’t designed for the breadth of features and functionality. These new additions have slowly created a more and more cluttered dashboard. The new AdWords features a stripped down and reorganized layout, with the intent to make it easier for advertisers to find what they need quickly.
It’s Mobile-First and Customer-Focused
So what was the motivation behind the new look? The focus has been to make AdWords a more useful tool for the businesses who rely on it the most. To do so, Google carefully studied how their users were interacting with the existing platform. In an interview with Fast Company, Greg Rosenberg, Head of UX at Google, discussed the customer-focused approach that Google took to redesigning AdWords: “It goes far beyond polls or surveys. It’s literally being at a business with our users, watching them use AdWords for hours on end.”
The dashboard has been redesigned to help advertisers gain faster, more valuable insights into their data. The redesign takes into account how people browse on mobile devices – in browsing sessions that tend to be quick and frequent, rather than longer ones. Finding data on browser location and device will be easier to find and interpret on the new dashboard.
How Will AdWords Redesign Affect My Campaigns?
Your Existing AdWords Campaigns Are Safe
It’s not unusual that when AdWords rolls out an update, it can have drastic effects on campaigns. Fortunately for advertisers, this is largely an interface redesign. There’s no reason to worry that AdWords will have a negative effect on the performance of your campaigns. Additionally, all of the great features and functionality of AdWords won’t change with the redesign. All your favorite AdWords features will still be available. However, how you access them may change slightly.
Making Your Mobile Campaigns Stronger
If the new AdWords has any impact on your campaigns, it will likely be to make your mobile campaigns stronger. The redesign focuses on making the mobile PPC campaigns easier to manage and interpret. If you feel overwhelmed by the existing AdWords experience, or if you want to focus more heavily on your mobile PPC campaigns moving forward, you can look forward to the AdWords redesign making it easier on you in the future.
When Can I Start Using the New AdWords Experience?
Google has already started rolling out the new AdWords experience. However, this rollout is being done on an invitation-only basis for right now, and will probably proceed slowly. While this may have impatient advertisers itching to see the new layout, this slow introduction will benefit all users in the long run. Google has stated that they will focus on gathering feedback on the new design during 2016-2017 to see how their users like the new experience, and what can be improved. By the time the new AdWords experience reaches everyone, we can expect a well-honed version of the new AdWords.
Webrageous for Mobile
The AdWords redesign might just help you gain more insight into your mobile PPC campaigns. But if you’re looking to truly reinvent your mobile PPC strategy, you’ll need to do more than wait for AdWords to catch up with your needs. Webrageous works closely with AdWords representatives to keep our campaign management strategies up to date with the latest. Our experience with managing campaigns and our expertise at maximizing campaign results ensures that we can leverage the latest version of AdWords as effectively as possible for our customers. To learn how we can help you get the most out of your campaigns and the new AdWords interface, contact Webrageous today for a consultation.
Getting potential customers to reach out to your company with a phone call can be a critical step in the sales process. If you’re running call-only ad campaigns or want to boost the number of call conversions you get from your existing PPC campaigns, improving you call rate for your Google AdWords campaigns can be an effective way to persuade your audience to pick up the phone and call your business. Whether you’re already following our best practices for running call-only campaigns, or if you’re just getting started with optimizing your PPC campaigns, these six tips for improving call rate will help take your AdWords campaigns to the next level.
With the shift to mobile it is more critical than ever to optimize for calls. Users don’t like to fill out contact forms on smart phones if they can avoid it. And if you are pushing calls your overall conversion rates will increase. Take a look at some recent results for a personal injury attorney. You will see how calls are driving over 90% of their conversions. Users are presented with the option to fill out a form or call. While the cost per lead will seem high for many people outside of legal advertising these are very good numbers for personal injury advertising.
1. Think Beyond the Ad and Optimize Your Website for Calls
Improving call rate involves more than just adding a phone number to your PPC ads. Your website and landing pages should also be optimized to prompt customers to call you. Conversion rate experts assert that reducing friction to finding information drives higher conversion rates. If improving your call rate is the priority for your marketing efforts, be sure to make it as easy as possible for customers to find your phone number on your website. On our own website, we follow this practice by placing our phone number at the top of our homepage. This makes it easy for new clients to quickly make contact with the Google AdWords experts at Webrageous.
2. Leverage Click-to-Call Ad Extensions
One of the best ways to garner more call conversions is to focus on mobile PPC. Because many mobile PPC users don’t have to switch devices to make a call, mobile is an ideal channel for improving your conversion rate. In particular, the Click-to-Call Ad Extension makes it dead-simple for smartphone users to call your company with a single click. According to Google, adding a call extension to your mobile ads can increase conversions by 6-8% on average. If you’re running mobile PPC ads but aren’t using this valuable extension, you are likely missing out on potential customers.
3. Match Your CTA to Your Call’s Goal
Your language should echo the action you want your audience to take. Using phrases like “call now” or “speak to an expert” in your ad copy gives a clear message about the action you want your viewers to take. In addition to using language that will trigger the right action, your CTA should express the value of the call to the caller. Call conversions can represent a larger commitment on the lead’s part than other conversion types. They require the individual to commit to speaking with your company directly and immediately, rather than at their own pace. Make sure that your CTAs give some context as to what a prospective customer can expect from the call. Are you offering more general information about your business offerings? Or should prospects call only when they’re ready to make a purchase, or to ask for pricing information? Craft your CTA to make sure that your audience will know what they’re in for when they decide to call. That clarity will help convince them that making the call will be worth their time.
4. Know Your Audience’s Schedule
Digging into your audience’s behaviors is an effective method for improving call rate. Be sure to consider the best time to call from the perspective of your customers. To get a sense of your customers’ preferred times for calling, dive into your CTR and conversion data in Google AdWords. You can also use that information to A/B test what times and days your audience is most responsive.
To ensure that your audience truly converts, you need to have someone available to pick up the phone when a potential customer calls. For example, if you see an influx of calls during your office lunch hour because people are calling in on their lunch hour, consider putting someone on phone-answering duty to intercept any potential customers who call during that time.
5. Focus Ad Spend During Optimal Calling Hours
Boosting your PPC call rate is only one part of the campaign equation. Call conversions are inherently more time-sensitive than other forms of PPC conversion. Once you have a good sense of when your audience is most responsive, focus your bidding strategy on serving ads during the “hottest” times of the day and week for your target audience. Scheduling your call-focused campaigns to bid more (or exclusively) during times that you’ll be able to answer calls is key to running a successful campaign without wasting ad spend. You can use AdWords ad scheduling functionality, also known as dayparting, to focus your bids on the hours that you know you’ll be ready to receive calls.
6. Get a Good Look at Click-to-Call Metrics
Do you know which ads are getting you the most calls? Which ones are falling flat? Part of refining your call conversion strategy is keeping a close eye on what works and what doesn’t work. Be sure to take a data-driven approach and make sure that you’re tracking the right metrics to gauge the success of your call-based campaigns. Understanding what information is vital to the success of your campaigns can make or break PPC campaigns. This analytical approach is where PPC management firms like Webrageous can truly make an impact on your campaign. Our PPC experts have extensive experience analyzing AdWords metrics and performance.
Taking Your PPC Call Rate to the Next Level with Webrageous
If you’re aiming for a higher call conversion rate and aren’t seeing results on your own, we can help. Webrageous specializes in optimizing PPC campaigns to give our clients the best possible results for their advertising dollar. Contact us today to learn more about how Webrageous can give your call-based PPC campaigns a boost and help you see real returns from your campaigns.
Header photo credit: Flickr, Steven Lilley
If you had any doubts about the value of advertising to mobile device users, it’s time to start believing in mobile PPC. Tablets, smartphones and other mobile devices have become indispensable assets for both businesses and consumers. Traffic through mobile devices is taking up a larger and larger market share of PPC traffic. Mobile has now surpassed total desktop traffic, inching up to 51% of total media consumption in the US in 2015.
Savvy Advertisers are Adopting Mobile-First PPC Strategies
For some industries, focusing in on mobile PPC can help them tap a customer base more effectively. Desktop PPC ads can be prohibitively expensive, with some highly-sought after keywords costing over $100 per click. Additionally, with such a high amount of total online traffic going through mobile devices this year, advertisers who only use desktop PPC to promote their business can miss out on as much as half of potential customers. Many of our customers, especially law firms, are finding that their mobile PPC campaigns have a higher conversion rate and a lower CPC than desktop ads. By focusing on mobile PPC campaigns, they can avoid paying high prices to reach their marketing goals faster and more cheaply.
Targeting Mobile Users with Google AdWords
Because mobile advertising is a relatively new space, building a game plan to target mobile devices users can seem like a daunting endeavor. Here are a few tips for targeting mobile PPC users effectively with Google AdWords.
Focus Your Bidding Strategy on Mobile PPC
Unfortunately there’s no “all-in on mobile PPC” button on your AdWords dashboard. That doesn’t mean you can’t focus your ad spend on mobile devices, however. By using Bid Modifier, you can effectively push your ads towards mobile traffic and away from desktop viewers.
Use Bid Modifier to push your mobile bids close to the maximum limit of 300% to increase the amount of airtime your campaigns get on mobile PPC. You may also want to consider increasing your bid for location-specific ads, as mobile device users are likely to make location-based queries.
Optimize Ads for Mobile User Habits
In addition to adjusting your AdWords settings to serve more mobile ads, you should also adjust your new and existing ad copy and layout to work better for mobile users. While there are many ways to optimize your campaigns for a mobile format, here are key three things that you will absolutely need to consider.
Using Ad Extensions for more effective mobile ads.
Google has a wide range of AdWords extensions available. From “call now” buttons to built-in maps to your location, these plugins are the ideal way to pack valuable information into a small space. Using ad extensions can help you improve your conversion rate on mobile ads, and are customizable enough to work in a variety of situations. For more how to leverage this powerful mobile advertising tool, check out our article on how to use AdWords ad extensions effectively.
Optimize Your landing page layout for mobile.
Unless you’re relying solely on the “click to call” ad extension, your ads most likely link to landing pages. But if you’re simply directly mobile users to desktop-ready landing pages, you may not see great results from your mobile ads. The best mobile landing pages are short and cleanly designed, so they look great on smaller mobile screens. Any links or buttons on these pages should be clear and big enough to easily press with a finger. As with desktop landing pages, you may have to A/B test a few different layouts before you find one that works well for your customer base.
Edit your CTA for mobile-optimization.
Mobile users often conduct web searches in a different context than desktop users do. They may be searching on the go, in a loud environment. They are more likely to be looking for location-specific results. Mobile users also have the advantage of being able to call businesses without switching devices. Adapt your CTA to anticipate their actions and react to their circumstances. You may want to test location specific CTAs (e.g. “Download your guide to Boston landmarks”) or device-specific CTAs (“Call us now to get your quote.”) to find out what works best for mobile audiences in your industry.
Cut down your landing page copy.
Additionally, laptop and desktop screens can handle lengthier landing pages, mobile screens are smaller and require shorter messaging. While you might be able to get away with a few extra sentences here and there on a desktop landing page, lengthy copy won’t increase your conversion rate for mobile PPC. If you’re converting existing campaigns for mobile PPC, be sure to cut down and rewrite copy to get your message across quickly and succinctly.
Taking on Mobile PPC with Webrageous
Developing a mobile-focused strategy can be a winning move for improving your PPC campaign returns. By working with Webrageous, you can make sure you’re getting the most you can from your mobile PPC campaigns. Our team of PPC managers has extensive experience working with mobile PPC campaigns, and can help you tap into the mobile-facing potential of your advertisements. Contact us today to learn more about how we can help you target mobile with Google AdWords.
Image Source: Blake Patterson, Flickr
Not many advertising agencies that manage paid search like to write about this. But there are times when paid search doesn’t work.
The trick is knowing why paid search is failing your business. In some cases it’s because of tremendous competition and low barriers to entry. Other times it’s because your PPC management agency isn’t very good. We won’t try to cover the reasons for a failure due to poor management. But rather go into some scenarios where PPC just doesn’t work.
- The first scenario where we see a lot of failures are when you have low barriers to entry, and hundreds of competitors where location doesn’t matter. Take credit card processing. It’s not that hard to set up a firm doing credit card processing. There are hundreds of companies doing this nationwide. Your PPC account has to be perfect and your website perfect and your business reputation and your salespeople and you’re on boarding of new clients and your rates have to be the lowest…otherwise it’s going to be very hard to compete. And as of February 2016 there are no more than four ads at the top of a desktop search and none on the right-hand side. there are only so many keywords that drive substantial traffic in this industry: credit card processing, open a merchant account, debit card processing, process credit cards, plus a handful of others.
- Low-margin or low price products are difficult. if you’re trying to sell something for $20 or less then paid search might not be the way to go. Let’s say in your industry clicks are only one dollar. And let’s say you have a good conversion rate of 5%. It will take 20 clicks at $1 each to sell that $20 Trinket. Not exactly a path to riches. Paid search is likely going to be a failure in your case.
- Industries where you have substantial competition from nationwide lead aggregators. Plumbers and locksmiths would be one example where you will find nationwide companies that bid on PPC and then sell the leads. so not only do you have to compete against local competitors but you could also be competing against large corporations who are adding several zeros to the end of your marketing budget and analyzing every factor of their paid search accounts and websites. It’s hard to compete against that.
- Affiliates. There are lots of rules that make it hard to advertise as an affiliate on the top paid search platforms. Thankfully the dozens of calls we used to get from affiliates have stopped along with the dozens of calls we were getting from tech support companies in India who were banned and were scrambling to find someone to get them online again.
- Paid search only works (for search and search partners) when people can search for a keyword to find your product or service. For new products that people haven’t heard about if there aren’t keywords to define your product then you have to look for other ways to market your product or service. Or try the display network.
Paid search still works for lots of businesses. We’ve always seen tremendous success for law firms especially in personal injury, family law and pharmaceutical liability. Our specialty e-commerce clients are doing well – especially sectors with high barriers to entry where you need a large inventory and you don’t have too many competitors.
We are always happy to give your honest opinion of whether we can help you or not. We don’t want to waste your time and it makes our reputation look bad if we take on a client that doesn’t have a high probability of being successful.
There are many factors to consider when hiring an agency to manage your paid search campaigns. Here are a few things to consider:
- Who will be managing my campaign? how much experience do they have? Can I speak with them before I sign up? You don’t want the most experienced person in the firm to sell you on how great their service is and then get stuck with someone with six months experience.
- how many accounts does my account manager manage? If the answer is more than about 20 then you might want to explore other alternatives where you will get more personalized attention. If your account manager is managing 80 accounts than that is 30 minutes a week to optimize your account.
- With Skype screen share or join.me or another screen sharing service can I see the change history for several accounts that you manage? See how many times a month someone is making changes to the account. If you only see changes made three or four times a month and it’s only five or 10 changes or fewer each time then there accounts are essentially on autopilot. And if you only see a half-dozen changes or fewer a-month then you definitely want to look elsewhere.
- Definitely check out the reputation of the agency you are hiring. Find their Better Business Bureau profile and search for the name of their firm plus the word complaints.
- Using a screen sharing program quiz the person who will actually manage your account. Have them show you the remarketing list for one of their clients in Google AdWords. If they can’t find it that’s a huge red flag as remarketing is one of the most profitable campaigns you can set up for your clients. Next, ask them to show you how to change the mobile bid adjustment in AdWords. it is not uncommon that mobile will perform vastly differently than desktop so a top agency should know how to direct more traffic towards either desktop or mobile. Ask the agency to show you where in Google AdWords you can set up click to call only. And last ask them to segment traffic by device over the past 30 days. All of these are very easy tasks for any agency. These are not curveball questions.
- Do you offer a risk-free trial or a money back guarantee?
At Webrageous most account managers have more than five years experience and each account manager typically manages 10 or fewer accounts. We have an A+ Better Business Bureau rating. And we encourage you to check out our 60 day risk-free trial. there is no setup fee and no long-term contract for most clients.