AdWords new expanded ads are now live!

Adwords expanded ads example

It happened sooner than expected while no account manager was really aware of it: you have now the ability to create new expanded ads in AdWords.

How to create new expanded ads?

As you probably know already, those new expanded ads contain:

  • Two 30 characters headline (compared to one 25 characters headline before) so 60 characters in total, that’s more than the double amount of characters allowed before!
  • One 80 characters description line (compared to two 35 characters description lines before), that’s 10 more characters allowed than old ads.

You can now create new expanded ads directly through your AdWords interface. If you go on the “Ads” tab on your AdWords account and choose to create a new ad by clicking on the red button “+ AD” and you then select “Text ad” in the drop-down menu, this will automatically give you the opportunity to create a new expanded ad as you can see in the screenshot hereunder. If you want to create an ad with the old format instead, you will need to click on the option “Switch back to standard text ads”.

Create Expanded Ads AdWords

Google has also released a new version of AdWords Editor for the occasion, and if you download the latest update of Editor you will be able to create new expanded ads straight away (I have to say that Google really made a huge effort here to make it easy for account managers as you usually need to wait a few weeks or even months for any new change to be supported in AdWords Editor). Once the latest version is installed, you will see “Expanded text ads” listed under the “Ads” menu as you can see in the screenshot hereunder.

Create Expanded Ads AdWords Editor

What is the deadline to create new expanded ads and what is going to happen during the transition period?

We are now in a transition period where you can still create and edit old AdWords text ads until 26th October. After that date, you won’t be able to create or edit those old ads anymore, so it will be mandatory to use expanded ads if you want to change messaging or create new ads. However, it doesn’t mean that your old ads will stop showing after 26th October, they might still run for a while along new expanded ads (no extra information has been given yet about what will happen to old ads after 26th October, except that you won’t be able to update them anymore).

What is sure is that if you do create new expanded ads now, you can still keep your old ads running along with them, and I would advise you to do that so you can test new expanded ads and see what could be improved.

When should you create your new expanded ads?

Even if you technically can wait until 26th October to create new expanded ads, I would advise you to start creating them now and as soon as possible, for several reasons:

  • If you are an account manager dealing with several accounts, you might need to rewrite hundreds or thousands of ads. This is not going to be done in one day. If you start now, you will have the time to come with a plan and a schedule, which will make things smoother and less stressful that if you leave everything until the very last day.
  • As stated above, if you create new expanded ads now, you can also keep your old ads running during that transition period and take advantage of that period to test your new ads, as it might need time and lot of adjustments before your new expanded ads work as good as your old ad texts.
  • A lot of advertisers will leave creating new expanded ads until September or so, as we are now in a transition period where both old ads and new expanded ads are allowed to run along each other. Which format do you think will get the more attention between the new expanded ads with their 140 characters and the old ads with their 90 characters? That’s right, now is the right time to get your expanded ads ready and gain advantage over your competitors who are not using them yet!

What are the best practices to write new expanded ads?

Here are a few tips to create new expanded ads:

  • You should take advantage of the new full characters limit. Don’t just use your former description line 1 and use it as headline 2. You should rethink your entire ads and write new versions, creating deeper messages. Try and focus on needs and benefits, including concepts important to your customers that will make you stand out among your competitors.
  • You should focus on the headlines as they will appear in blue and be the most viewable part of your ads. Write your most important messages in your headlines. You should particularly focus on headline 1 as there might be a line break between your two headlines, especially on mobile devices, or your headline 2 might appear on same line as headline 1 but be truncated (during the tests a lot of users already complained about that and Google advised to limit both headlines to 33 characters maximum to be sure headlines are not truncated, which is a bit extreme!).
  • Use the path fields and add your top keywords to display URL to make it clear for users that they will end on a relevant landing page.
  • Mobile preferred ads are no longer supported with new expanded text ads, so you should use messaging that speak to users on all devices. You can also choose to add a mobile specific URL, so if you have landing pages that are best optimized for mobiles, don’t forget to use that feature.
  • You should create multiple versions of expanded ads and test them. Remember how it took you years to figure out what messaging was working best in your old ads? You are back to square one now, and you should start A/B testing different versions of your new expanded ads.
  • You should keep your old ads running along with new expanded ones, and not pause your old ads directly. As stated above the current transition period is ideal for testing. Keep your old ads running so if your new expanded ads don’t perform as well at the beginning you have time to adjust and test between different versions of expanded ads to see what works best.
  • You should check your ad extensions and update them if necessary. Now that you are allowed more characters in the new expanded ads, you might add messages that you were before using in your ads extensions because you were limited by characters in old ads. You therefore have to make sure that the message you now use in your new ads don’t repeat in your old ad extensions.

What about display?

Following the release of new expanded ads on the search network, Google has also announced that a new ad format will be ready for display soon: responsive ads.

As for the expanded ads on the search network, the new responsive ads on the display network will have more characters:

  • Two headlines: the first headline will contain up to 25 characters and the second one 90 characters (compared to only one 25 characters headline before). That’s 90 characters more.
  • One 90 characters description line (compared to two 35 characters description lines before). That’s 20 more characters allowed.

Adwords Responsive Display Ads

Those new responsive ads are rolling out at the moment, if they are not available in your account yet just be patient a few more weeks.

 

Images’ source: Google

5 Remarketing Audience Mistakes You Should Avoid

Leveraging remarketing campaigns can be an excellent way to boost your conversion rate, increase search traffic for your brand, and reduce shopping cart abandonment. Instead of having only a single interaction to convince browsers to convert, by utilizing remarketing you’ll be able to serve ads to the same targeted audience multiple times.

remarketing-mistakes

But because remarketing add complexity to your digital marketing campaigns, it can be more challenging to optimize your results by using remarketing. Here are six common remarketing mistakes that many advertisers make when developing their remarketing campaigns, and our take on how you can avoid them.

1. Failing to Remove Converted Users from Your Target List

One of the major benefits of well-run remarketing campaigns is an increase in new business. Oftentimes, advertisers fail to take these converted leads or customers off their remarketing target list. Once a user converts, you must make sure that they’ll be removed from your remarketing list. This practice helps avoid wasting ad spend on serving ads to existing customers.

However, it’s important that you do not omit your converted audience from your retargeting list indefinitely. There are some common circumstances where you can and should advertise to previously converted users. If you remove every converted user from your target account list, you risk preventing potential repeat purchasers from seeing ads for additional products and services. Instead, set time frame for your converted user blocks to “expire” after a set amount of time — many experts suggest somewhere between 45-90 days — before they can be advertised to again.

2. Cannibalizing Your Own Audience

If you have multiple retargeting campaigns running simultaneously, it is critical to set up your lists so that your audience doesn’t get targeted by multiple campaigns simultaneously. Targeted prospects might end up seeing too many ads, or they may see ads for a campaign that is not the best fit for their needs. Additionally by “cannibalizing” your own audience, you’ll be skewing your campaign performance data and won’t be able to gauge how well your campaigns are performing on their own.

When you set up your remarketing campaigns, be sure to subtract campaign lengths from each other so that viewers are not served ads for multiple campaigns simultaneously. For example, you may set one campaign to run for 7 days. In order to make sure that the audience for this campaign doesn’t receive ads from your 2-week campaign as well, you should set the parameters to the latter campaign for 14 days minus 7 days.

3. Flooding Your Audience with Remarketing Ads

No one likes feeling like someone is following them around online, and there’s no better way to make prospective buyers feel like you’re chasing them across the Internet than for them to see your ads everywhere they go. Oversaturation can have a negative impact on the success of your remarketing campaigns.

Regulate the number of ads you serve to your audience to keep your brand, products or services top-of-mind, but not so much that they become ineffective. Set a frequency cap on your campaigns to avoid over-serving ads to your audience. There’s no magic number for the correct number of engagements for any given range of time, so make sure to A/B test your frequency caps to find what’s best for your audience.

4. Targeting Too Narrow of an Audience (or Too Broad)

Retargeting is often seen as a way to hone in on a specific subset of your audience to increase conversions. As a result, advertisers often fall into the trap of chasing after too-specific of an audience. AdWords requires at least 100 active visitors in the last 30 days for Display Network remarketing lists, and at least 1000 for search remarketing lists. On the other hand, not everyone who visits your site will be a perfect fit for your services. If you try to broaden your remarketing list parameters to target everyone who lands on your website, you’ll end up wasting ad spend chasing after bad leads.

If you aren’t getting valuable results from your remarketing campaigns, it may be time to reevaluate whether you’re targeting too specific or too broad of an audience. For example, plenty of names are being added to your remarketing lists, but none are converting, your audience may be too broad. Finding the best parameters for your remarketing campaigns can be challenging. Oftentimes, working with PPC professionals can be the fastest way to hone in on the correct parameters for your remarketing campaigns so you can see results more quickly.

5. Setting Campaign Time Durations Incorrectly

AdWords sets the default length of remarketing campaigns for 30 days, but this doesn’t mean that 30 days is necessarily the best length of time for remarketing success. You can shorten this, or you can extend it up to the maximum of 540 days. However, if you cut your campaigns too short, and you might not get the exposure you need. Let them run too long, and you’ll likely see diminishing returns for your advertising dollar and end up wasting advertising dollars.

The most efficient duration of your campaigns depends on the audience’s buying behavior. If you’re selling real estate or other goods that require a longer buying cycle, you may need a longer duration for effective retargeting. For smaller or more urgent purchases, such as concert tickets or certain legal services, you might get the best returns from campaigns that are only a few days in length. There’s no universally “optimized” campaign length, but testing out different campaign durations will help you find the best fit for your market.

Remarketing with Webrageous

Working with the PPC experts at Webrageous can help you ensure that your remarketing campaigns give you the optimal results. Our team of PPC managers has worked with many clients to successfully improve their conversion rates and build their business with remarketing campaigns. To learn more about how Webrageous can develop and manage a more effective remarketing strategy for your business, contact us today.

Image Source: Pixabay

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