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How to Optimize a “Limited by Budget” Campaign

November 23rd, 2015

Whether you have been running AdWords campaigns for a while or you are new to PPC, there’s a good chance that at some point you’ve seen that bright orange “limited by budget” notification on your AdWords dashboard. But what you might not realize is that you can use these budget notifications to your advantage to keep your PPC campaigns running smoothly. Here’s what you need to know about “limited by budget” campaigns and how you can adjust them to maximize their performance and optimize your ad spend.

What does “Limited by Budget” Mean?

Google AdWords campaigns may receive “limited by budget” designation whenever your budget is lower than Google’s recommended budget daily budget for a given set of keywords. This could mean that your budget is too low to serve your ads at all, or that it is too low to serve your ads more than a few times per day. While it’s easy to assume that Google is simply trying to convince advertisers to spend more money on advertising, these notifications can be a helpful performance indicator for your campaigns. For instance, if you’ve set your budget for a campaign to $200 per day and the CPC for one of the most popular keywords in that campaign is $50, you might be maxing out your budget each day after only four clicks. And unless your conversion rate is incredibly high, you probably won’t see great results from that campaign.

Optimizing Your “Limited By Budget” Campaigns

You can still run successful campaigns that are technically limited by budget. However, using these built-in notifications can be a useful technique in your advertising toolbox. By using “limited by budget” notifications as indicators of campaigns that need may need some tweaking, you can optimize your ad spend and improve your campaigns overall.

In some cases, the quickest and easiest fix for “limited by budget” campaigns is simply to increase your budget allocation for that campaign. However, most of us don’t have an unlimited ad spend, so making the most of our budgets is a priority. Here’s how to optimize your campaigns to ensure you’re getting great results within your existing budget.

Use Metrics to Cultivate Your Keyword Strategy

One of the first things you should do with “limited by budget” campaigns is to investigate why your campaigns are hitting budget limitations. Determine if there are a few keywords that are sucking up most of your budget. Some industries — especially the legal and insurance industries — can have extremely expensive keywords that might be eating up your entire daily budget after just a few clicks.

Once you’ve found the keyword culprits, you can take action to keep them from derailing your PPC campaigns. If they aren’t performing up to par, determine why; are they so expensive that you max out your budget after just a few clicks? Or are you getting plenty of clicks, but for keywords that aren’t relevant enough to your services to lead to a conversion? You may want to adjust your bid or pause keywords that take up a lot of impressions, especially if they aren’t converting well.

Break Budget-Hogging Keywords Out of Campaigns

Sometimes budget limitations are caused by poorly segmented campaigns. High-ticket keywords can bring your business valuable potential customers, but oftentimes they take attention away from cheaper keywords with relatively lower traffic, such as long-tail keywords, that might be just as important for driving a healthy lead flow. Consider creating separate campaigns for these “budget hogs.” This also helps to ensure that your ads also get some airtime for less expensive keywords that may be a better fit for your advertising goals.

Build and Manage Your Negative Keyword List

Building a healthy negative keyword list is another important aspect of optimizing “limited by budget” campaigns. By cultivating a list of keywords that you don’t want to target, you can ensure that when your ads are served, they’re reaching the right audience. Making sure that your ads are a good fit for the viewers that AdWords serves them to can help decrease your average CPC and improve your conversion rate overall.

Be sure to revisit your negative keyword list on a regular basis to make sure that it is comprehensive and accurate. Consumer search behaviors can change over time, so you may need to add or remove negative keywords from your list over time.

Use Ad Scheduling to Stretch Your Budget

Another data set to examine on your “limited by budget” campaigns is when you are maxing out your daily budget. For some high-traffic keywords, you may be hitting your budget limit early in the morning. This may negatively impact your campaign’s efficacy because in some cases PPC ads demonstrate better performance at specific times of the day. Additionally certain times of day may be more competitive, driving up the cost of ads. By scheduling your ads to run during time periods that are less expensive, you can stretch your existing budget further. This can be a useful tactic if you are running call only ad campaigns, especially if you have a specific time range in which you would like prospects to call your business.

Optimizing Your PPC Campaigns with Webrageous

Managing successful PPC campaigns isn’t always a quick and easy process, but it can bring great returns if you can devote time and resources to running your campaigns well. Whether you have limited time or a limited budget, effective, affordable PPC campaigns do not have to be out of reach for your business. Webrageous can help optimize your campaigns to perform well with the budget that you have, and ensure that you’re getting the best results possible from your PPC efforts. Contact us today to learn more about how our experience and expertise can help you reach your PPC advertising goals.

Best Practices of Placing Your Call To Action on Your Mobile Landing Page

November 9th, 2015

No matter what industry you’re in, mobile advertising is most likely becoming one of the best ways to reach the optimal audience for your business. According to Google, as many as 93% of consumers use mobile devices to research or make purchases. If you’re not running mobile PPC campaigns, you’re probably not reaching your advertising dollar’s potential. But for those mobile PPC ads to perform well you have to have a strong, well-placed call to action.

Your call to action, or CTA, represents the “Do or Die” moment for your advertising campaigns. A well-written, well-placed CTA can help spur conversions and improve ad performance. However, a poorly executed CTA can deter otherwise willing prospects from converting when they reach your landing page. Here are 5 best practices for making sure that your mobile landing pages are optimized for conversion.

Make Your Ads Thumb-Friendly

A significant but often overlooked aspect of mobile marketing is recognizing that your audience is viewing ads in a different format than desktop browsers. Text sizes and links that fit just fine on desktop screens can be frustratingly tiny on mobile screens. Apple’s Human Interface Guidelines recommend touchscreen targets, such as CTA buttons, of at least 44×44 pixels, although a study at MIT found that the average mobile device user needs at least 45-57 pixel-wide targets to comfortable click buttons on touch screens.

Whether you measure your CTA buttons down to the last pixel or not, optimizing your CTA buttons for mobile users is critical to their performance. One of the easiest ways to gauge how user-friendly your ads are is to pull them up on a smartphone and test them yourself; if you have trouble pressing your call to action button, you can be sure that at least a portion of your target audience will have trouble as well.

Design Your Landing Page Around Your CTA

Your call to action has no business being shy — it is the focal point of a well-designed landing page, and it should be as easy to find and as clear as possible. On mobile ads, this often means big, bold text or a button, and (usually) above-the-fold placement. Test your page to make sure that it loads correctly and quickly. Over half of mobile users will abandon web pages that take longer than 3 seconds to load, so ensuring that your landing page isn’t cluttered up with slow-loading or visually distracting elements can help keep your audience’s focus where you want it to be. And remember: stick to only one call to action per landing page. A single, easy-to-recognize CTA that draws the eye should be effective enough on its own. Multiple CTAs will only distract and decrease the chances of a viewer taking action overall.

Keep Your Copy Short, Simple, and Specific

Small screens also mean you need to get your message across faster and more concisely than ever. Short, pithy copy is a must-have for your mobile call to action. Most consumers have seen generic CTAs thousands of times over, and these uninspired CTAs don’t provide any real incentive for readers to act. Focus on crafting your call to actions to be dynamic and action-focused to help boost your CTR. Alternatives to the tired “Click Here” and “Download” include phrases like “Shop Our Collection Now,” “Start Your Free Trial” or “Download Your Coupon Here.” If you cut down your text to the minimum needed to get your message across while keeping your language specific, you can make your intent clear to your audience.

Stay Above the Fold…Probably

When they first load your landing pages, what do your viewers see? Is there a clear focus and intention to the page, and an easy-to-find call to action? If your CTA isn’t visible from the moment your landing page loads, you might want to consider redesigning it. Users spend as much as 80% of their on-page time above the fold. If you want to guarantee that your call to action will have maximum viewing time, placing it above the fold is a fairly safe bet. However, although conventional wisdom holds that CTAs should be above the fold, many companies are finding that that isn’t always the case. As mobile device users become more accustomed to seeing long, scrolling web pages, the fold becomes a less significant barrier. The best way to find the best placement for your CTA is to test variations. Which leads us to the next best practice for placing CTAs…

Test, Test, Test!

We’ve discussed in previous posts how A/B testing is one of the best ways to improve your ad conversion rates. Everything from the color of your text to placement to buttons and links can impact how well your landing page performs overall. Testing variations of copy, layout, and other aspects of your landing page can help you hone in on what style, messaging, and CTA placement will resonate most with your customers. Advertisers who used a large number of landing pages variations generated as many as 12 times more leads than those who maintained only a few landing pages. And you don’t have to start churning out dozens of new landing pages to reap the benefits of A/B testing. Testing how simple changes to the placement of your CTA can have a big impact in the overall quality of your campaigns and can help boost your conversion rate significantly.

Make Your Call to Action Click with Webrageous

Mobile PPC advertising is still a young and evolving segment of online advertising, and it’s not uncommon for advertisers to make mistakes with their mobile campaigns as they venture into this lucrative space. Webrageous has been managing mobile PPC results since mobile advertising became available to marketers, and we’ve been honing our digitical advertising strategies over the years to help our clients get the best possible results from their campaigns. If you’re interested in learning how Webrageous can help you improve and maintain your mobile PPC campaigns and boost your business, contact us today for a consultation.

“Always Be Testing” An A/B Testing Rule To Improve Conversion Rate

November 2nd, 2015

There’s an often quoted saying in the advertising world, coined by John Wanamaker, a famed early 20th-century advertising tycoon: “I know that half my ad dollars are wasted, I just don’t know which half.” Wanamaker’s words still ring true for PPC advertisers today. Developing high-converting PPC campaigns can seem like guesswork, and sometimes advertisers can feel like there’s no guarantee that their ads will perform well until after the fact.

Unfortunately, there’s no magic button on AdWords to optimize your ads and boost your conversion rate overnight. Nevertheless, improving conversion rates is a priority for many search marketers. And while there’s no secret formula to that will guarantee a high conversion rate, improving ad performance can often be achieved with A/B testing practices that follow the simple rule of “always be testing.” If you can commit to making A/B testing a regular part of your PPC campaign management, you’ll be rewarded with better CTR and conversion rates.

Why A/B Testing is Important

It can be hard to know how your audience will respond to your brand before you serve them any ads, and what you think will work best might not actually give you the best results when your ads are in action. Only about 22% of companies are satisfied with their conversion rate, meaning that nearly 3 out of every 4 marketer’s PPC campaigns are regularly failing to resonate with their audience. Fortunately, the digital nature of PPC ads gives marketers the ability to tweak and test new versions of their ads in an instant, and to run different versions of their ad simultaneously. By serving different ad variations to segments of your customers, you can find out which variations your prospects will respond to, and you can hone your message and presentation to better fit with their needs and expectations.

Oftentimes advertisers are obligated to make decisions about their PPC campaigns without having a strong foundation of evidence to support those decisions. What color should your “Download” button be? How do you select search ad copy that will garner the highest CTR? Every aspect of your campaigns has a wide range of variations from which you must make a selection. A/B testing allows you to make decisions about your PPC campaigns based on data gathered from real reactions from your prospective customers. When the results of A/B tests control the flow of your ad campaigns, you’ll be able to make better decisions based on the data you’ve collected, rather than subjective feelings and opinions.

How A/B Testing Can Improve PPC Campaigns

A/B tests can improve your CTR and conversion rate significantly, and savvy companies are wising up to the benefits  Both large and small companies can benefit from A/B testing; for example Google ran 7,000 A/B tests in 2011. It should come as no surprise that companies that are serious about advertising invest heavily in A/B testing. By leveraging A/B testing strategies to gain better insight into the preferences of your audience, you can hone in what converts best, from ad copy and messaging to landing page layout and design.

Well-tested campaigns can lead to measurably better advertising initiatives than their un-tested counterparts. In one instance, SAP was able to boost their conversion rate by over 32% by changing the color of their CTA button. Businesses with over 40 landing pages converted up to 12 times more leads than those with only 1-5 landing pages, and that’s no coincidence — testing multiple variations of your advertising and marketing materials allows you to see what works best and invest more of your ad spend in materials with a proven track record.

A Good Testing Strategy is a Continuous One

A common mistake made by novice search marketers is that they treat A/B testing as a one-time event. They run tests briefly, take a look at their results, then run their campaigns indefinitely based on those assumptions. But testing once isn’t enough. High-performing PPC campaigns are those that are carefully and actively managed. Consequently, A/B tests must evolve with your campaigns. And even if your campaigns are doing well right now, constantly testing and experimenting with your ad campaigns can keep you ahead of the curve in the long run.

Another important aspect of A/B testing is to make sure you let your tests run long enough. If you run A/B tests for a day or two and make assumptions based off the results of those flash-in-the-pan tests, you aren’t likely to see a big difference in your conversion rate. You need a larger data set to really understand which advertising materials perform the best. Marketing experts suggest running A/B tests for at least a week to ensure that you have enough information to make informed decisions about your campaigns. Your ideal test runtime may vary but, as a general rule, the longer you’re able to run tests, the better results you’ll see.

Always Be Testing with Webrageous for Better PPC Conversion

As the PPC advertising field gets more and more competitive, marketers are developing more sophisticated strategies than ever to stay ahead. 85% of search marketing professionals focused on improving their conversion rate with A/B testing this year. If you’re not using it as a tool to improve your campaigns you’re not being competitive enough.

Managing high-performing PPC campaigns and effective A/B testing strategies can be time and resource-intensive. Here at Webrageous we have a dedicated team of PPC campaign managers who can identify and manage your highest-converting AdWords materials to help you improve your conversion rate. Contact us today so we can help you achieve better results from your PPC campaigns.

How To Use Adwords Ad Extensions To Increase Profitability

October 30th, 2015

Why Are Adwords Ad Extensions So Important?

We know that the more Adwords ad extensions we use with our campaigns the higher or even cheaper an ad’s position can be. If you weren’t aware of this yet, in October of 2013 Adwords adjusted its method of calculating ad rank by adding in ad extensions as a factor. Prior to this change it worked so that ad rank was calculated by max. cost/click times quality score. Now it is calculated by max cpc. times quality score times the quality and usage of ad extensions.

For more info on this.

Adwords ad extensions are important for reasons other than just getting a better CPC or higher ad rank. Ad extensions increase the real estate you contain the above the fold. The more real estate you hold the higher your chances of getting your ad seen, clicked on and converted through.

What Adwords Ad Extensions Are Available & How To Use Them

Location Extensions:
If you are a local business, location extensions are going to be a critical factor to your campaigns by showing your potential customers that you are in their area and not just a national company trying to get their business. This Adwords ad extension tells people how close you are to them and give them a chance to learn more about your business.

To add Location Extensions, you must have a Google Places account setup under the same email that you use to access your Adwords account. From there just go into the Ad Extensions tab, choose Location Extensions from the dropdown box and click +Location Extension and connect to your Google Places account.
Adwords Ad Extensions Location Extensions

When you have location extensions setup in your campaigns/adgroups, you can go into the dimensions tab, select Distance from the dropdown menu and see how far away from your location your ads are being seen, clicked on or converted from. With this insight you can optimize your ads to show within the distance that works best for your business by increasing/lowering your radius around your location that ads are being targeted to.

Sitelink Extensions
Sitelink extensions give more information to the potential customer about your business and website. If you have multiple categories that are associated to different adgroups or campaigns it is best practice to setup sitelinks that are specific to those adgroups and/or campaigns. This increases your relevance of the adgroup and/or campaign and helps the potential customer understand what variations or choices within that category you have available to them.

Using sitelink descriptions isn’t a bad idea either. This can increase the real estate of your ad above the fold if shown which is always great. These are not always shown and it is dependent on whether Google’s algorithm displays them or not, but it doesn’t ever hurt to have them just in case.
Adwords Ad Extensions Sitelink Extensions

Call Extensions
If phone calls are important to your business then setting up call extensions are a must. This gives a person a chance, if they are on a device able to make calls to click the number or call button and call you right away rather than visit the website and dial the number from there.
Adwords Ad Extensions Call Extensions

With call extensions setup it is important to setup conversion tracking for click to calls from ads so you can see which call conversions came in on specific campaigns, adgroups and keywords. Also with call extensions setup you can go into the dimensions tab and select call details. This will give you insight into where the call came from by area code, the time of the phone call and what day/time the call came in. With this information you can better optimize your advertising by day of the week, time and location to increase your calls and lower your costs per conversion.

App Extensions
If you business has an app in the Google Play store why not market this alongside your other search marketing efforts. You first must connect your Google Play Store Console account with your Adwords account which you can do by clicking on the gear icon in the top right hand corner and then click Linked Accounts. From there just link Google Play. Similar to location extensions, your Google Developer Console (where your app is held) must be the same login as your Google Adwords account.

Adwords Ad Extensions App Extensions
By marketing an app along with your search ads you can increase engagement with customers or potential customers and build a credibility with your audience. Soon you will see them searching for your brand and not just your products/services which results in a lower cost/click and potentially higher conversion rates.

Review Extensions
Review extensions are great to have but not always able to be used by the regular joe. These extensions are only available to you if there is a third party review of your business or services on a different website. If you have a third party review, it is a good place to use this extension and let your potential customers know how reputable your business is.
Adwords Ad Extensions Review Extensions

Call Out Extensions
These are some of the best extensions to have. You must use a minimum of 2 in your campaigns/adgroups. It allows you to extend the length of your ad copy and highlight important areas of your business. Use call out extensions to say more about your business, services and/or products. Use callouts like you would sitelinks and setup individual sets of call out extensions per ad group and campaign if you can. This will help increase the relevance of your ads. With an increase in relevance comes an increase in quality score and in turn a decrease in cost/click for a specific position you are targeting.
Adwords ad Extensions Callout Extensions

Structured Snippets
This is the newest addition to the ad extension family. Structured Snippets are similar to Callout Extensions but there is a key difference. Adwords tells us that Callout Extensions are used to highlight what makes your business, services, products unique. Structured Snippets are used to highlight a specific aspect of the products/services your offer.
Adwords Ad Extensions Structured Snippets
With Structured Snippets you can only choose from the following categories:

  • Amenities
  • Brands
  • Degrees
  • Destinations
  • Course Programs
  • Featured Hotels
  • Insurance
  • Neighborhoods
  • Service Catalogs
  • Shows
  • Styles
  • Types

For an example let’s use an Atlanta based realtor that has an Adwords account and wants to expand his ads for a campaign that focuses on high end real estate. This realtor would set his structured snippets to neighborhoods and for value 1 use Buckhead, value 2 use Ansley, value 3 use Druid Hills. These Structured Snippets can also show at the same time as the Callout Extensions thereby increasing your ad real estate and highlighting key information a person searching for your business’ products/services would want to know more about.

In Conclusion
We can see that using ad extensions correctly not only increases our ad real estate but increases the relevance of our ads to the searches done that show it. This helps us get more conversions by displaying the more in-depth information needed for the question (search query) at hand. When we use these ad extensions in combination with each other we see a lower cost/click to obtain our given position, a possible lower cost/conversion and in turn higher profits for the business.

Ad Blocking Software is on the Rise– Here’s What Advertisers Need to Know

October 26th, 2015

You’ve identified your audience, researched keywords and written great ad copy — but are your PPC ads really reaching your audience? As advertising space takes up a larger and larger chunk of online real estate, software such as AdBlock and AdBlock Plus, which are designed to block display and search ads from displaying in browsers, is becoming increasingly popular among consumers.

But as you might have guessed, ad blocking comes at a steep price for advertisers. Ad blocking software costs companies that run PPC advertising campaigns up to $21.8 billion a year. With new mobile ad blocking applications on the horizon as well, it’s absolutely critical for advertisers to understand why ad blocking software is becoming so pervasive, how it affects their campaigns and what they can do to minimize its impact on their ad spend.

Why Ad Blocking is Bad for PPC Campaigns

The negative impact of ad blocking software on PPC campaigns is self-evident: if people aren’t seeing your ads, your ads can’t bring you any business. Ad blocking software renders PPC campaigns ineffective because browsers never see you ads.

Fortunately for advertisers, there is a bright side; since ad blocking software prevents the ads from ever being downloaded at all, rather than simply hiding them, advertisers generally do not pay for impressions. Additionally, as of late 2014 only about 5% of all Internet users were using ad blocking software on a regular basis. While this number has continued to grow, the majority of people still see PPC ads regularly. While the popularity of ad blocking should be a serious concern for advertisers, PPC advertising is still a viable and effective way to reach most consumers.

Low-Quality Ad Practices: The Root of the Problem

To understand why ad blocking has become such a popular practice, let’s look at why ad blocking software exists. Consumers opt to block advertisements for a number of reasons. Some simply aren’t interested in the ads they are served and find cluttered, flashy and sometimes noisy ads annoying. In other cases, consumers fear being tracked and targeted by advertisers, and try to find ways to prevent advertisers from following them online. Many consumers also find that web pages load significantly faster when they use ad blocking software, especially on sites glutted with advertisements.

Ultimately, consumers are reacting to a culture of bad advertising practices. They are getting fed up with the low quality of ads they see on many sites, and they’re taking action. In a recent TechCrunch article on the impact and future of ad blocking, CEO Harry Kargman of mobile ad company Kargo, discussed how advertising metrics need to be updated to reflect the reality of how advertisers and consumers behave:

“[How we measure PPC campaigns] really should reflect the quality of the environment the ad runs in, how brand safe it is, the quality of the content on the page, how well the ad is integrated onto the page and, obviously, how much the consumer engages with the ad.”

By making a more concerted effort to serve high-quality, relevant ads, rather than simply trying to optimize for impressions and clicks, advertisers are less likely to experience a backlash from consumers. As an added benefit, consumer-conscious ad display methods are more likely to garner the returns that advertisers are really interested in, such as conversions and sales.

Working with Ad Blocking Software Providers to Find a Solution

Unfortunately, there’s no magic button to unblock your ads for viewers. However, some ad blocking software providers have recognized the fact that advertising is an important part of the digital economy and are working to provide a solution. AdBlock Plus, one of the most popular ad blocking applications, introduced an “Acceptable Ads” program in 2011 for advertisers. By meeting specific criteria for quality with their ads, advertisers can have some of their ads whitelisted so that they will still be displayed to viewers who opt into the Acceptable Ads program.

AdWords users also have some good news — Google is one of the major advertisers working with AdBlock Plus to allow Google search ads to be displayed through this Acceptable Ads program. While it’s not a perfect solution, and browsers who use different ad blocking software are still out of reach for many advertisers, the concessions made by AdBlock Plus in favor of advertisers show that the relationship between consumers and online advertisers is still evolving.

What PPC Advertisers Can Do to Combat Ad Blocking

In truth, there’s not much you can do to reach consumers who are using ad blocking software. In many cases, the best defense against the growing popularity of ad blocking software is a good offense. Committing to high-quality, well-targeted advertising materials isn’t just best practices for PPC advertisers — it’s also an effective way to show consumers that advertising can be interesting, relevant, and relatively unobtrusive. Advertisers need to ensure that they’re doing all they can to provide ads that are useful and relevant, without being annoying to consumers. By sticking to less disruptive ad formats, such as text ads, advertisers can help combat conceptions that ads are annoying, malicious and detrimental to the browsing experience.

Remarketing is another area where advertisers can control audience perceptions of advertising. If you adhere to best practices for remarketing, you’re less likely to come across as annoying or invasive. For example, putting frequency caps on your remarketing campaigns is an important practice that will help keep your campaigns from flooding your viewers with your ads.

Developing High-Quality PPC Campaigns with Webrageous

It can take a good amount of experience and knowledge to develop PPC campaigns that consumers respond well to. By partnering with Webrageous, you’ll be able to leverage our years of PPC advertising expertise to create more nuanced, effective advertising campaigns. While ad blocking software isn’t likely to go away anytime soon, by running high-quality PPC campaigns, you can still see great results from your online advertising endeavors. Contact Webrageous today and we’ll show you how we can help you improve your PPC campaign performance.

What To Do When Your PPC Campaigns Stop Getting Results

October 19th, 2015

Love it or hate it, PPC advertising is a continuously changing landscape. Ads that converted well last month might flop this month, and it isn’t uncommon for previously successful campaigns to start to degrade as time goes on. Active maintenance is your best bet against poor PPC performance. If your PPC campaigns have stopped getting results, there are several strategies you can use to boost your conversion rate and revitalize your campaigns.

Strengthen Your CTAs

A common problem with underperforming ads is that they don’t include a strong call to action. Make sure that your CTA is strong, clear and specific. Getting specific with your CTAs is can make a huge difference; ad viewers are used to seeing (and ignoring) the same generic ads over and over again, so your ads must provide something unique to get attention.

For example, simple CTAs such as “Click Here” and “Download” are short and concise, but they don’t compel readers to take action. The best CTAs help the reader understand what they’re getting when they click. “Download Free Whitepaper” or “Sign Up Now” are examples of stronger CTAs that that will resonate with readers.

Test New Ad Copy Regularly

Even ad copy that once performed well can lose its luster over time. It’s a good idea to keep testing new ads continuously, even if your existing ads are performing well. Studies have shown that companies with many different landing page versions generate up to 12 times more leads than their competitors with only a few landing pages. The reason? More personalized landing pages have greater appeal to viewers across a wide audience, and allow businesses to test many different messages to find the ones that work the best.

To capture this high conversion rate, try diversifying your ad copy and testing new versions on a regular basis. You’ll be able to target your campaigns for a wider audience, and get a better idea of what messaging works best overall.

Run or Optimize Your Mobile PPC Campaigns

In the past, we’ve advocated for mobile PPC campaigns as an effective way to get the best performance out of your PPC ad spend. As mobile devices take up a larger market share and buyers make the shift from desktop to mobile browsing, it’s more important than ever to activate and optimize your mobile PPC campaigns. If your PPC campaigns are starting to lag, turning on mobile can help you reach a larger audience and connect with prospects that you might have been missing out on.

If you are already running mobile PPC campaigns and aren’t seeing the results you want, you might want to check to make sure that your campaigns are optimized for mobile performance. From writing mobile-specific ad copy to leveraging mobile ad extensions for better conversion rates, learning the nuances of mobile PPC management ensures that your campaigns yield the best results possible.

Adjust Your Keyword Match Strategy

Broad keyword match can be a great tool for reaching a wide audience, but that wide audience can also encompass viewers who aren’t a good fit for your business. If you’re relying heavily on broad keyword match but don’t have a high CTR, explore other keyword match options to help you hone in on a more precise audience.

Using broad keyword modifier match and leveraging negative keyword lists are two ways to make broad keyword match campaigns work more efficiently. These keyword match methods help your ads reach a more tailored set of viewers. As a result, you’ll waste less of your ad spend on viewers that aren’t interested in your business at all.

Optimize Your Ad Positions

Research has shown that the drop-off between the top three ad positions on Google AdWords is significant. In many cases, the conversion rate below the third position can drop to nearly 0%. If you’re not monitoring your average ad ranking closely, you might be paying for ad positions that don’t get any play. Because the performance of lower ranking spots can be dramatically less than the performance of top spots, ensuring that your average ad position stays in the top three positions is critical to having a high CTR.

Make sure that you adjust your bids to keep your ads in the highest positions possible, without overreaching your budget. Finding a balance between the right price point and the right amount of exposure can take some practice, but it pays off in the long run.

Review Google SEO Updates

Algorithm updates from Google can have a huge impact on the performance of your AdWords campaigns. Keeping up with Google’s near-constant updates to how their algorithm measures the overall quality of web pages can be a frustrating challenge when it comes to perfecting your SEO strategy, but it can also influence PPC ad campaigns since those algorithm changes can affect your Quality Score.

If you’ve experienced a sudden drop in PPC performance and a decrease in SEO ranking, it might be worthwhile to check to see if you’ve missed a recent Google update and adjust your SEO and PPC strategies accordingly. As a general rule, keeping tabs on what changes Google is making to their search network can help you stay ahead of the game.

Partner with Webrageous to Keep PPC Campaigns Active and Stay Ahead

Ultimately, strong, healthy PPC campaigns require regular maintenance to keep them performing at their peak. By keeping a watchful eye on your campaigns, you’ll be able to learn the signs of a lagging campaign and make adjustments to bring your conversion rates back up to the levels you want.

The PPC management experts at Webrageous have years of experience working with successful PPC campaigns. We dedicate time and resources to our clients campaigns to give them great advertising results without having to spend hours managing their own campaigns. If you’re still stumped on how you can jumpstart your PPC campaigns, call us for a consultation — we can show you how our PPC campaign management services can help you achieve optimal results for your advertising efforts.

5 Tips to Supercharge Your Remarketing Campaigns

October 12th, 2015

When used correctly, remarketing can be a powerful tool for advertisers, allowing them to track and engage prospective customers multiple times throughout the buying cycle. According to some advertising experts, consumers are 70% more likely to convert when exposed to remarketing campaigns. However, remarketing campaigns that aren’t well-managed can come across as pushy and may even drive traffic away from your site. Here are a few best practices for remarketing that can help you fine-tune your campaigns to convert more effectively and give you the results you’ve been aiming for.

5 Tips to Supercharge Your Remarketing Campaigns

1. Adjust Frequency Caps

Frequency caps ensure your ads will not be shown to a given users more than a set number of times in a specific timespan. While many consumers have indicated that they don’t mind remarketing ads, people don’t like feeling like they’re being followed around the Internet. Even the best prospects can turn sour if they’re constantly inundated with your ads. Over-serving PPC ads can cause brand overexposure and turn people off of your brand.

Many remarketing experts recommend capping your ad frequency to show ads no more than 2-3 times per day. However, there’s no magic number when it comes to setting a frequency cap, and what works best for you may depend on your specific product and industry. You can play around with your frequency cap until you feel like you’ve hit a sweet spot, although that may take some time and energy. Webrageous can help you manage your remarketing campaigns and hone in on what will what work best for your business.

2. Segment Your Audience

Audience segmentation lets you organize your visitors into categories based on behavior. For example, you may want to segment your audience into those who are first-time visitors and those who have made past purchases. This segmentation allows you to focus on specific groups of users and serve them tailored advertising materials.

A big advantage of segmentation is that you can provide a more personalized brand experience to your prospects. For instance, ecommerce stores can serve ads that offer free shipping to visitors who have abandoned a shopping cart on their site as an incentive to return and finalize their purchase. Additionally, segmentation can give you better insight into how your advertising campaigns are performing over time, by giving you a broader scope of understanding about how people interact with your brand online.

3. Customize and Test Ad Copy

To best leverage your lists of segmented visitors, invest some time in writing better ad copy. Single-touch PPC ad copy tends to be relatively generic because it must appeal to a broad audience and convey as much information as possible in a single interaction. With remarketing campaigns you can take advantage of having multiple points of engagement with a single viewer and provide more personalized, specific copy.

Personalized or not, no one wants to see the same ad copy over and over again, so to use AdWords’ ad rotation settings to help ensure that your ads feel fresh to repeat viewers. You should also write copy for different segments of your audience; if people are looking at specific products, ads that remind them of those products can be an effective conversion tool. A/B testing different versions is a good ad writing practice that will help you get a better sense of what messages resonate the most with your audience, and how to improve your ad campaigns in the future.

4. Set You Ad Spend Wisely

Not every visitor to your site will be a qualified lead. It’s quite common for prospects to view your ads several times before they take action, and depending on your buying cycle it may take months for someone to convert. Furthermore, most ad campaigns generate a percentage of traffic that isn’t a good fit at all– someone might have clicked your ad accidentally, or intentionally left your site after a few seconds when they realized they weren’t interested in your services.

You can optimize your ad spend to focus on visitors who are more likely to convert. For instance, if someone visits your product or services page, they might be closer to conversion than someone who only visited your homepage. You can adjust your ad spend to spend less on site visitors who bounce from your site very quickly, or allocate more of your budget for visitors who visit specific pages that indicate that they may be closer to converting than others.

5. Take Converted Visitors Off Your Remarketing List

If your ads are doing their job well and getting conversions, your next move should be removing customers from your remarketing list. Serving ads to existing customers is a big mistake for several reasons. It can be annoying for your customers. More importantly, it digs into your ad spend by wasting impressions on viewers who have already converted. Fortunately, you can take some steps to prevent this waste of resources.

There are several techniques for removing converted prospects or customers from your remarketing campaigns, from setting a burn pixel to creating a “negative audience” segment in your remarketing audience segments. Whatever approach you take, this ensures that your ad spend is going towards prospects, rather than existing clients, to help you maximize the effectiveness of your advertising dollar.

Optimize Your Remarketing Campaigns with Webrageous to Stay Ahead of the Competition

As advertising technology advances, the ability to track and engage with prospects more effectively over time is becoming an important aspect of optimizing digital advertising efforts. As a result, one in five marketers now has a budget for remarketing. If you’re not using remarketing with Google Adwords, you might be not be taking full advantage of your digital advertising capabilities.

Finding the perfect settings for your retargeting campaigns can take some time to nail down. Webrageous can help you manage your campaigns and handle optimization for you, letting you find that sweet spot for remarketing without spending hours or days adjusting your campaigns to get there. Working with our team of PPC specialists lets you spend more time working with customers and less time fiddling with your campaigns to find them. Contact Webrageous today to discuss your remarketing goals and see how we can give your PPC campaigns the boost they need.

4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

October 5th, 2015

If you’re not currently seeing the results you want from your PPC campaigns, or are ready to take your digital advertising efforts to the next level, mobile PPC is an important step in growing your business’ online presence.  With over half of all search traffic coming from mobile devices, running mobile ads is rapidly becoming an essential component of successful digital advertising campaigns. Here at Webrageous, our clients have had immense success running mobile PPC campaigns, especially in industries for which the desktop PPC space is plagued by expensive CPCs and high competition for the best ad placement.

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

Unfortunately, running successful mobile PPC campaigns isn’t as simple as turning on mobile for your existing desktop PPC campaigns. Mobile advertising is a whole different ballgame from traditional desktop advertising, and the best mobile PPC campaigns are those that capitalize on the unique advantages of the mobile space while accounting for its potential drawbacks. If you treat your mobile campaigns as just another branch of your desktop campaigns, you will most likely see poor results. But by taking a few steps to optimize your mobile PPC campaigns, you can see great returns on your mobile ad spend. Here are four common mistakes that advertisers often make when advertising on mobile, and how you can avoid them yourself.

Mistake #1: You Haven’t Written Mobile-Specific Ad Copy

While the character limits of mobile and desktop ads are technically the same, the way ads are displayed on each platform can impact the overall performance of your ad copy. Since mobile screens are smaller, your message on mobile platforms needs to be especially clear and to-the-point. It’s also important to craft CTAs specifically for mobile platforms.  For example, up to 70% of mobile device users will call a company directly from their device, which is not often an option for desktop and laptop searchers. Since mobile searchers are far more likely to make phone calls to your company when they’re browsing from their mobile device, well-written mobile ad copy often includes a phone call-oriented CTA. You can also combine pithy, relevant messaging with corresponding ad extensions such as the click-to-call extension to give your ad copy a bigger boost.

Mistake #2: You Direct Mobile Searchers to Desktop Landing Pages

As with ad copy, desktop landing pages are often customized to work best on larger screens. Unfortunately, the same elements that make for a high-converting landing page on desktop can kill its performance on mobile, as those large landing pages often look awful or load slowly on mobile. To make sure that your mobile viewers convert once they hit your landing page, make sure to optimize your mobile landing page for their screen size and capabilities — that means no Flash, no slow-loading images, and no tiny text.

Mobile landing pages should be short, sweet and straightforward. Keep text and images to a minimum to help viewers hone in on your core message and CTA. Above all, mobile landing pages should be thumb-friendly;  minimal input fields and large, easy-to-press buttons and links work great. We’ve found that a single, easy-to-act on CTA, such as pressing a large “Call Us Now” button, is the best way to ensure that mobile viewers convert.

Mistake #3: You Aren’t Taking Advantage of Mobile Ad Extensions

Ad extensions are a simple, easy and cost-effective way to drastically improve the performance of your mobile ad campaigns. These simple plugins add user-friendly functionality to your ads, and there are a wide variety of extensions available to achieve different purposes. For instance, you can add a Google Maps link to help customers find directions to your storefront. One in three searches on Google is local, and with as many as 78% of local mobile searches ending in a purchase, giving searchers the ability to find your store or office can garner great results. Another effective ad extension adds a “Call Now” button and your phone number to your ads, making it easy for mobile users to make calls directly to your business. No matter which ad extensions you use, they can help you make the most effective use of your advertising space and get the best returns possible from your mobile PPC campaigns.

Google is actively encouraging mobile advertisers to use ad extensions in their mobile ads. As a results, using ad extensions can also give your Quality Score a boost. This means that, in addition to providing great functionality to your ads, utilizing ad extensions can be an effective means of improving your ad placement and lowering your CPC on mobile.

Mistake #4: Your Analytics Aren’t Mobile-Focused

So you’ve got your mobile PPC campaigns up and running. But are you sure you’re measuring your results correctly? User behavior on mobile often differs from desktop browsing habits, and as a result mobile ads tend to perform somewhat differently than their desktop counterparts. For instance, studies have shown that the mobile CTR rate drops off 45% faster in lower positions than on desktop. If you’re used to thinking that lower ad positions are “good enough” on desktop, you’ll be putting yourself at a huge disadvantage when you venture into mobile PPC.

You can get better insight into the performance of your mobile ads by tracking them correctly. We recommend you always segment out your mobile and desktop campaigns in Google Analytics so you can understand your mobile ads performance more accurately. Taking into account mobile-focused metrics that matter to your business — such as phone call conversions — is another significant part of developing good mobile analytics practices. Learning how to measure and react to your mobile campaigns’ performance takes time and knowledge.

Get Expert Mobile PPC Campaign Management

A PPC strategy that doesn’t include mobile ads is an incomplete one. Make sure that your strategy is strong and successful by implementing mobile ads. Webrageous has years of experience developing effective paid search marketing strategies and has been helping companies optimize their mobile PPC campaigns since mobile first became available to advertisers. Contact us today and learn more about how Webrageous can help you develop your PPC strategy to get the best results for your organization.

Best Practices for Running Call Only Ad Campaigns

September 28th, 2015

With smartphones becoming more and more pervasive in many people’s lives, consumers often look for ways to get in touch with the businesses they’re interested in as quickly as possible. Studies indicate that when given the option to call, up to 70% of searchers on mobile devices will call a business directly from their phone. Earlier this year Google launched the option to run call only PPC campaigns with Adwords. This highly specific ad type provides businesses with a way to encourage direct interactions with customers. If your business’ ultimate objective for your PPC ads is getting prospective customers and clients to call you, then call only ad campaigns can help you connect with customers more effectively.  However, these ad types require some special considerations in order to perform at their peak. If you’re considering launching a call only campaign, here’s what you need to know to make sure your PPC performance meets its potential and keeps your phone ringing regularly.

The Challenges and Benefits of Call Only Campaigns

Unlike traditional text-based PPC ads, call only ads feature your phone number, a business description and a prominent “call now” button. They’re formatted to work best on mobile devices and are a great option for businesses who value phone calls over website clicks. Call only campaigns can be a great asset to your mobile PPC campaigns — one study by Invoca showed that ads that featured prominent phone numbers had a 250% increase to their average click/call rate.

Unfortunately, call only campaigns aren’t always quite the magic bullet they might seem to be. After switching to call only campaigns, you’re likely to notice a higher CPC than you paid with simple text ads. They can also have a lower CTR rate, as they don’t emphasize site visits as much as their traditional alternatives. However, despite these challenges, a well-managed call only PPC campaign can garner great results for your business in ways that count. Follow these five best practices for creating call only campaigns that can help you boost your CTR without running your PPC budget into the ground.

Best Practices for Call Only PPC Campaigns that Convert

1. Don’t Rely On Broad Match Keywords

To get the most out of your call only campaigns, you need to be sure that your ads are reaching highly qualified viewers. Broad match keywords can be a great tool for casting a wide advertising net, but they don’t work as well when you want to hone in on your best prospects. Broad match modifier, exact match, and phrase match keywords can bring much better results for call only campaigns. We’ve also found that carefully cultivating a list of negative keywords based on research can help you cut the fat and ensure that your ads aren’t served in the wrong context. As a result, you can be sure that your ads are reaching a qualified audience that is more likely to convert.

2. Run Call Only Ads During Business Hours

If your CTA involves a phone call to your office and you aren’t there to pick up the phone when prospects do call, your ad campaigns will be for nothing. Since call only ads are inherently time-dependent, it’s important that prospects see your ads when you’re ready to speak with them. Adwords lets you select ranges of time when you want your ads to run, so you can make sure that your ads are served during business hours. That way when those calls come in, you’ll ready to answer them. You can also set up call forwarding with Adwords to make sure that callers can reach you easily whether you’re on the go or in the office.

3. Include a Targeted CTA

Including a CTA that is tailored to your target objective can help ensure that prospects take action. For call only campaigns, that means crafting action-oriented CTAs that help inspire searchers to call you, such as “Call Now for Free Consultation,” “Free Case Evaluation Call Now,” or “We Are Ready to Help — Call Now.” With a clear CTA you’ll have a better chance of getting great results from your call only campaigns.

4. Improve Your Quality Score

One of the potential downsides of call only campaigns is that they can have a high CPC. As with traditional text ads, you can help keep high CPCs at bay by improving your Quality Score. Unfortunately, since your phone number takes up the headline in call only ads, you can’t optimize by putting a keyword in the headline. However, you can include keywords in your display URL and description. As an added benefit, improving your Quality Score also helps improve your overall CTR, giving you better results for your campaign efforts. There are a variety of other ways to improve your Quality Score — if you’re interested in getting your Quality Score as high as possible, Webrageous’ PPC team can help you find and eliminate weaknesses to help you hit your CTR goals.

5. Aim for the Top 2 Positions

It’s well established that the higher your ads rank, the better they’ll perform. Ads in the first position on Google search results grab up as much as 33% of search traffic, with the performance of each position below that degrading dramatically. This is especially true for mobile ads, where limited screen space means less room to make an impression. With only 1-3 ad spots available for mobile search, we suggest that you make it a priority to get in the top two ad positions.  Aim as high as you can and adjust your bids as needed to be in those positions and get more clicks.

Getting the Most Out of Call Only Ad Campaigns

Used correctly, call only PPC campaigns can be a highly effective and profitable tool to add to your advertising arsenal. But without experience, they can be an expensive and time-consuming drain on your resources. Be sure that you’re getting the very best results possible from your call only ad campaigns by letting Webrageous manage them for you. Our team has years of experience managing campaigns with Adwords and can navigate the challenging call-only space for you. Contact Webrageous today to see how we can bring you the results you want from your digital advertising campaigns.


Instagram Advertising Basics

September 23rd, 2015

Instagram advertising has been a great medium for small businesses in many verticals and especially in the fashion world from what I have seen. Small businesses have been able to make sales organically from Instagram and want to increase their exposure.

Lucky for those, Instagram has recently began rolling out advertising abilities to small businesses. This isn’t quite available to all advertisers yet, but you could be one of the lucky few ready to start now. If not, keep checking because you can be soon. So whether you can now or later let us give you the knowledge you need to start your Instagram advertising.

How To Start Your Instagram Advertising Campaigns

First off, to advertise on Instagram you’ll want to connect your Instagram account to your Facebook Business Page. You can do this by logging into your Facebook Page (not personal account) and click on Settings. Then click on Instagram. From here you will enter in your Instagram username and password to connect your account.

You do not need an Instagram account to start Instagram advertising. If you do not have one the handle (username) area will be grayed out and you will not be able to respond to or view comments on your ads. Although without an Instagram account you must still have a Facebook Advertising account setup. To connect Instagram to your Facebook Page follow the steps shown in the images below.
Instagram Advertising Setup

Connecting Instagram

Next, you have to use Facebook’s Power Editor in order to create ads targeting Instagram. If you have not yet used Facebook’s Power Editor, this is a great time to learn to. This will make advertising much easier for those that run large and even small Facebook campaigns. You can access Facebook’s Power Editor here

Create your new campaign. Make sure to have your buying type as Auction. not Fixed Price. Instagram only supports this and one of the following objectives:

  • Clicks to Website
  • Mobile App Installs
  • Video Views

So you must choose one of these to get your ads on Instagram. To create your new campaign, just click Create Campaign. See screenshot below. Once you have setup your campaign within Facebook’s Power Editor it’s on to creation of the ad set, see screenshot 2 below. Ad sets, if you are familiar with Google Adwords are the same as an ad group. Your ad set allows you to have a set of ads within a group that targets specific information such as demographics, interests, etc.
Facebook Power Editor

Facebook Power Editor
Within the ad set you will see whether you are eligible to run ads on Instagram. You will see this:
Instagram Advertising

To run an Instagram campaign by itself, just remove the checkboxes beside Audience Network, Desktop News Feed and Desktop Right Column. If you do not see Instagram in the placement settings, you are not yet eligible and should keep checking back to see when it does show.

I hope this article helps you to understand how to Instagram advertising works and increase your business’ ROI through online advertising. If you are ready to get started advertising on Instagram and need help from professional social PPC managers, contact us on the form below today for a consultation.