AdWords individual device bidding: what is going to change and how to get prepared

individual device bidding

Another change announced by Google during their May performance summit was individual device bid adjustments. Although this change is not as big as the new expanded text ads, you definitely need to start thinking about it and how you are going to assess and set bids on each device.

So forget everything you learned about enhanced campaigns, Google will roll out the possibility to bid on each device individually in a few months.

What is changing with individual device bidding?

Flashback to 2013 when Google launched enhanced campaigns on AdWords. While until then advertisers were creating separate campaigns for each device, with enhanced campaigns Google asked advertisers to stop creating different campaigns for each device and to create a single campaign for all devices, setting a base desktop bid, and offering them the possibility to set a bid multiplier (a positive or negative percentage of your base desktop bid) on mobiles. But only on mobiles… So the big problem that advertisers have faced since is the impossibility to set any bid at all on tablets, being unable to either bid more aggressively on tablets or either opt out of those devices for good.

Google must have heard the advertisers’ complaints as they will now be offering individual device bidding. Basically it will work as enhanced campaigns, except that now:

  • You will be able to decide on what device your base bid will be set (with enhanced campaigns the base bid was automatically set on desktops).
  • You will be able to set bid modifiers on the devices of your choice: desktops, mobiles or tablets (with enhanced campaigns you could only set bid modifiers on mobiles, and tablets bids were automatically joined to desktops bids).
  • You will be able to bid more aggressively as the bid ranges will be extended from -100% to +900% (with enhanced campaigns you could only set bid adjustments from -100% to +300%).

What are the benefits of this change for advertisers?

The main benefit is that advertisers will now be able to bid separately on tablets, with the bids on those devices no longer joined to desktops. This is a huge change. You will be able to properly analyze the traffic and performance on tablets and you will then be able to decide to opt out completely of tablets should this be the right decision for you.

As stated above you will also be able to set your base bid on the device of your choice. It might be a huge change for businesses that get most of their traffic on mobiles (as it had been predicted, mobile searches have now overtaken desktop searches).

Once again Google didn’t decide to make this change happen now for no reason, and of course this is happening in today’s mobile-first world.

With this change advertisers will be able to create more tailored and relevant ads that will reach different customers, and that should naturally increase their CTR.

To summarize Google is offering advertisers more power and control. Happy days!

When will this change happen?

Google didn’t communicate any exact date yet, just stating “in the coming months”. That’s why we advise you to already collect all the information of your customers’ behavior and your campaigns’ performance on tablets, and we will keep you updated when more information is given.

tablet desktop mobile

How to get prepared for the change?

Getting prepared for the change will be the tricky part.
I am sure most advertisers won’t have any problem setting their bids on mobiles and desktops, and I would advise most of you to set the base bid on mobiles as for the first time mobile searches have now overtaken desktop searches (except if your website is not mobile friendly yet, but in that case I would strongly advise you to forget about individual device bidding for now and to seriously only focus on getting your website mobile ready asap).
But what about setting bids on tablets? Since enhanced campaigns launch in 2013, we have been leaving tablets aside as we didn’t have any other choice. So what now?
We know for sure that users’ behavior on tablets is way different than on desktops, just the way users use their mobiles differently than their computers. In fact tablets probably stand in between mobiles and desktops, like a hybrid device. Think about your own usage. When, where and under circumstances would you use one device instead of another? For my part, I only perform searches on my desktop when I am at work on a break, or at evening times or weekends when my PC is turned on and I am really looking for something (probably more about to buy something or book a holiday for example), so I can take advantage of a big screen. The rest of the times, whether if it is to just check my mail or find a quick information, I would generally use my mobile because I would be on the go (on my way to work, enjoying some time out…). No wonder mobiles are overtaking desktops, it is the ultimate on the go device! I do own a tablet, but to be honest I really use it on very specific occasions, it is the device that I would bring on holidays for example along with my mobile, to be able to have a larger screen, watch videos, take pictures, without having to bring my PC. The rest of the time, my tablet just stands in my sitting room, and I might use it to look at something quickly if my computer is turned off and I want to check something on a larger screen than my phone.
See hereunder the chart published by Smart Insights related to popular devices used to search the Internet in 2015:

devices used to search internet

So besides assuming that most users will probably use their tablets more in the evening times when watching TV for example or lying in bed before turning the light off or first thing in the morning before getting up (while I do believe that some users also use them on the go if they have a long distance to commute for example), what information can we turn to in order to have a glimpse of how users search on tablets and to know how to bid on those devices?

Although enhanced campaigns didn’t allow advertisers to set separate bids on tablets, AdWords still at least shows statistics on how users do behave on each separate device: computers, mobiles and tablets. If you go in your AdWords account, select all campaigns level on the left sidebar (but you can also select one campaign if you want to have an insight on the behaviour by device on a specific campaign), go to the settings tab and then select devices, you will have a glimpse of the performance split by computers, mobiles and tablets:

AdWords performance by device

You can then customize the columns to select the data you want to include, and then download that report. Once that report is downloaded, you can filter by device and see how the CTR, CPC’s, conversions… change on each device.

I set a 30 days frame and downloaded the following report for one account as an example:

AdWords performance by device example

As you can see and this is no surprise here, the performance is different for each device. The largest numbers of conversions happen on computers, with the lowest CPA, while mobiles and tablets don’t bring a lot of conversions and have the highest CPA. However the position is good on tablets, and average CPC’s lower than on desktops. That’s the good news about it, just as on mobiles, CPC’s are lower on tablets so even if the devices don’t bring you a lot of conversions, at least they won’t spend all your advertising budget.

However, the performance above is just an example and if it does make sense that this account performs better on computers, don’t forget that we are in the mobile era, so I am sure plenty of accounts will see good traffic and performance coming from tablets. The important thing to do is to evaluate that traffic so that once the new individual device bidding is available, you are ready to set your bids and take full advantage of this new feature. So don’t waste time and start analyzing your performance by device now!

 

Images source: Google

Price extensions for mobile ads: AdWords new feature

Google has just released new ad extensions: price extensions.

What are price extensions?

Price extensions are new extensions that advertisers can use in their AdWords mobile ads. It allows them to easily and quickly show prices for different services or products.

How do price extensions look like?

Here is how new price extensions look like on Google:

Price extensions Google

What are the price extensions’ requirements?

  • Price extensions are only available on mobile ads for now (so you need to have a mobile friendly website).
  • You need to set up a minimum of 3 price extensions and a maximum of 8.
  • Your mobile ad needs to appear in the top ad position (otherwise it won’t be eligible for price extensions).
  • Price extensions are only available in English at the moment.

How to set up price extensions?

Just as other ad extensions, price extensions are easily set up in AdWords.

They can be set at account, campaign or ad group level.

You will find them in the ad extensions tab, under “Price extensions” in the drop-down menu.

Price extensions set up

To create a price extension you will need to add:

  • A header (clickable title, up to 25 characters).
  • A description (up to 25 characters).
  • The actual price.
  • A final URL (the landing page related to the extension – the same landing page can be used for a set of ad extensions).

What are the benefits of price extensions?

  • They give extra information to potential customers with minimal work. You don’t need to include your price in your ad anymore and you can use that extra space to focus on other unique selling points in your ads.
  • They are one click away to conversions: when users click on your price extension, they are redirected to your website straight away.
  • They are easily set up, updated and can be used for special offers.
  • They are flexible and customizable.

 

Images source: Google

Google Adwords Campaign Settings: What You Need to Know

 

adwords campaign settings

Just getting started with your AdWords campaigns? AdWords offers its users a wide array of settings to adjust, giving them a large amount of control over their campaigns. Campaign settings can feel overwhelming at first, but they are an important part of running successful PPC campaigns. Here are a few tips on getting campaign settings right from the beginning so you can start seeing results from your AdWords campaigns more quickly.

Adjusting Network Settings

Start with “Search Only”

AdWords can serve ads on the Google Search Network as well as the Display Network. While your first instinct might be to serve ads as many places as possible, the Display Network will deplete budget your campaign budget quickly. If you do not have experience with AdWords already, stick with “Search Only” until you’re more familiar with running campaigns.

It’s important to note that Google’s “Search Partner Network” is also included in the default “Search Only” settings. Unless you have a heavily restricted budget, it’s worth leaving this setting on, as the Search Partner Network can bring an additional 20-60% of clicks to your campaigns.

Reaching Your Audience

Check Your Location Settings

Reaching as many people as possible may seem like the best way to boost your business. In some cases, such as for eCommerce websites who can serve a geographically diverse customer base, this might be true. But for many businesses, including those the legal industry and other service-based industries, you’ll want to focus your PPC strategy on reaching viewers who are in the specific area you serve, whether that’s a city, state or region.

To adjust the location of your AdWords audience, expand the “Location Settings” tab to see options for targeting more specific audiences. There are both inclusive and exclusive options for location settings. In addition to focusing your ads only on people in specific locations, you also might want to exclude people in locations that are irrelevant to your needs. As with negative keywords, this excluding specific locations can be an effective way to whittle your audience down to the best fits for your business and avoid wasting ad spend.

Adjust Language Settings for Your Audience

The U.S. has over 40 million native Spanish speakers, and countless other non-English speakers. If your audience is likely to make searches in languages other than English, the appropriate AdWords can help you reach them more effectively. A key thing to remember here is that Google serves ads based on the user’s interface language settings — not the language your ads are in. 

By adjusting your target language settings to include browsers whose language settings are in the language you want to target, you’ll have a better chance of reaching them. Even if your ads are all in English, this can be used as a tactic for reaching bilingual audiences, who may have their browsers set to another language. Another thing to note: Google recommends setting up different campaigns for each language to help keep your campaigns organized and focused.

Optimizing Your Ads

Enable “All Features”

Adwords Ad Extensions are some of the most useful tools that AdWords advertisers have at their disposal. When used effectively, they have the potential to significantly increase the profitability of their campaigns. Extensions make ads more visually appealing and can even improve your ad rank. To get the most out of Ad Extensions and other AdWords features, make sure you enable “All Features.” Ad Scheduling, Dynamic Search ads and other features also fall under this category. These features can give you more powerful advertising bang for your buck.

Optimize Ad Rotations to Collect Data

You have several options for how your ads cycle. The default setting is “Optimize for clicks: show ads expected to provide more clicks.” However, since clicks aren’t always the best metric for campaign success, you may not want to leave this setting untouched when you launch your campaign.

When you first start running ads, using “rotate indefinitely” over other settings can help you collect valuable data about what messaging gets the most clicks, conversions, and other interactions. Over time, you may opt to switch to another setting, such as “Optimize for conversions” (if you use AdWords conversion tracking) or “Rotate evenly” (if you plan to manually track and tweak your ads based on performance).

Improving Your Campaigns: Always Be Testing

One of the biggest mistakes you can make with AdWords is to create your ads, set your keywords, adjust your campaign settings once — and never touch them again. The “perfect” combination of AdWords campaign settings may vary from company to company. As a result, building successful AdWords campaigns requires continuous experimentation and tweaking. Including a healthy amount of A/B testing in your regular campaign management can help you find the right messaging, audience and campaign settings to optimize your results.

Jumpstarting Your AdWords Campaigns with Webrageous

Working with an experienced PPC management firm like Webrageous is one of the best ways to develop more successful PPC campaigns. Our team of PPC managers has years of experience running campaigns, and we can share our expertise with you to help you create campaigns that convert more effectively, whether you’re making your first foray into PPC marketing, or if you’re looking to give your AdWords campaigns a boost. Contact Webrageous today to learn more about our services for optimizing and managing successful AdWords campaigns.

Image Source: Pixabay

5 PPC Features for AdWords to Try in 2016

adwords-PPC-features

The year is halfway through, but there’s still plenty of time to boost your PPC performance in 2016. If your campaigns feel stale or aren’t getting you the results you need to build your business, it might be time to try some of the powerful but often under-used features that AdWords has to offer. To get the most out of your AdWords account this year, be sure to try these 5 PPC features before 2016 is over.

Customer Match

Account-based marketing and sales are gaining a good deal of traction in the marketing world right now. AdWords Customer Match helps you translate these identity-based marketing strategies to PPC. Identity-based marketing can be a highly impactful strategy for building your business. A study by the Alterra Group found that 65% of marketers say that account-based marketing is an effective way to attract new clients.

If you have a list of email addresses of prospective clients you would like to target, AdWords Customer Match allows you to input email lists of prospects you’d like to focus your campaigns on reaching. Once you’ve established your lists, Google will serve your target prospects custom ads on Gmail, YouTube, and other channels to create a buyer journey tailor-made for them.

Remarketing Lists For Search Ads

While known prospects can be targeted with Customer Match, finding ways to reach unknown prospects who visit your site multiple times is also critical. Remarketing is another powerful tool in the advertiser’s arsenal. Some companies have seen stellar results — one watch retailer saw 1300% ROI by leveraging remarketing with Google.

AdWords remarketing lists for search ads on give advertisers the ability to customize search ads for people who have previously visited their site by tailoring bids and ads to recurring visitors’ browsing habits. Remarketing lists can help to maximize your budget. They allow you to bid on keywords you normally don’t bid on when previous visitors make relevant search queries. Remarketing lists also allow you to optimize bids on existing keywords specifically for previous visitors. In industries with highly competitive and expensive keywords, such as legal and insurance, remarketing lists allow advertisers to make the most of their spend and reserve bids on expensive keywords for prospects who are more likely to convert

Video Ads

Many advertising agencies say that online video ads are as effective — or more effective — than TV ad spots. Leveraging audiovisual content online can be a good method for catching your audience’s attention. One study found that 80% of users recalled the content of a video ad they saw 30 days prior. Do your text ads have the same impact?

Google offers TrueView video ads to serve ads to customers both on YouTube and as video sidebar ads. One major drawback of using video ads is that, compared to text and static image ads, video ads can require much higher production investments. However, AdWords offers an ad gallery with pre-created video templates for advertisers to use to build simple videos at no cost, reducing traditional barriers to getting your video ads up and running.

Call-Only Ads

We often advocate using call only ad campaigns to drive business. The value of a customer making a call and interacting with you directly is generally far greater than the value of a click or a purely digital conversion. This is especially important when accounting for the fact that over half of Google search traffic comes from mobile devices. Call-only ad campaigns can reduce the friction required for prospective customers to make a call and increase your conversion rate in a meaningful way.

Call-only campaigns are a good way to induce calls and target prospects that are ready to have a conversation with your business, and can often provide better overall ROI than other conversion types. In order to best leverage call-only ads, advertisers must adhere to some best practices unique to call-only campaigns. These best practices include using call-focused CTAs, running ads only during times your customers are most likely to call (and when you are most likely to be able to pick up the phone), and leveraging keyword types such as broad match modifier and phrase match that will help you reach your customers most effectively.

Ad Customizers

Ad customizers dynamically update ad content with tailored messages and time-sensitive CTAs. This functionality allows you to do things like run a sales countdown or offering discounted goods or services on a timer to capture browser attention. Ad customizers also enable you to serve multiple offers to the same customer.

You can display multiple products or services in a single ad within different parameters. For example, a camping supply retailer might serve different camping equipment offers to searchers who searched for the term “camping equipment,” while also circulating ads for different tent models if the browser searched specifically for “camping tents.” As with keyword insertion, you can customize results for specific regions or locations. These tactics can help your prospective customers know that you offer exactly what they’re looking for, and increase the likelihood that they will engage with your ads.

Taking Your PPC Campaigns to the Next Level with Webrageous

If you’re ready to experiment with new ways to boost your campaign performance, consider working with a PPC management firm. Webrageous has been helping companies build their business with PPC for over 10 years. We have extensive experience working with all AdWords features and can leverage them very effectively for our clients. Get the benefit of our experience managing and experimenting with PPC campaigns to try out new PPC features more successfully when you work with Webrageous for PPC management. To learn more how we can make your PPC campaigns more successful in 2016, contact us today for your risk-free consultation.

Image Source: Pixabay

 

AdWords Editor new version

A few weeks ago, Google released a brand new version of the AdWords Editor interface (version 11.4), and along with it some new features that will make the life of AdWords users easier.

AdWords Editor 11.4.3

New “Add campaign button”

One very interesting new feature is that you can now create a new campaign faster, with a drop down menu added on the “add campaign” button that allows you to select straight away the type of campaign you want to create: search, display, shopping or video. Please note however than when you create a new campaign this way, some default settings are applied (example: language targeting is set to “all” for shopping campaigns), so make sure to double check the settings so you don’t have any bad surprise.

You can now create display mobile app installs directly from AdWords Editor too.

Capture

New section for Ad extensions

But the main changes have been applied to the extensions. First, ads and ad extensions are now separated in different sections in AdWords Editor, which brings more clarity in the menus.

AdWords Editor ads and ads extensions

App extensions

Along with that, and it is probably the new feature that AdWords users will love the most, it is now finally possible to create and edit app extensions and review extensions in AdWords Editor, as they are now both available from the Shared Library.

Frequency capping

Last but not least, it is now possible to set up frequency capping through AdWords Editor, which allows you to limit the number of times a same person will see your ad on the display network. The frequency capping option is located in the campaign settings under the enhanced CPC setting.

AdWords Editor frequency capping