The Best Bankruptcy Attorney Text Ads For AdWords

If you are a bankruptcy attorney already using AdWords or thinking of using it in the future, text ads similar to the following ones will work very well for you and bring you a lot of traffic on your website.

How do we know? First, because we are experts in PPC advertising. Second, those ads are the top performing ads for some of our bankruptcy attorney clients. We achieved a cost per lead of $56 with those ads, so if after running those ads you are still not able to achieve those results, please contact us and we will help you.

 

 

 

 

 

Why are those ads top performing?

The ads above contain the following highly important elements that boost their performance:

Calls to action

Calls to actions are very important. You have to invite the reader to do something about his/her situation, somehow creating a situation of emergency.  Bankruptcy is a terrible situation to be in, that’s why calls to action work really well in that industry. You can see in the ads above readers are invited to call the firm. We could even have added the adverbs “Today” or “Now” to create a higher sense of emergency.

Free consultation

People love free things. Of course you can’t offer your full services for free as an attorney (you need to make a living, but also people wouldn’t trust you if you were working for free… in most people’s minds quality work is supposed to cost a lot) but offering a free initial consultation is a great way of attracting clients. People know that attorneys usually cost a lot of money, and sometimes they don’t take that step forward and contact one if they are not sure if their case is worth it and afraid of losing money. Offering a free initial consultation is a great way of reassuring them as they have nothing to lose and they don’t take any risk with that initial consultation. So if you do offer initial consultations for free, make sure to mention it in your ads. And if you don’t, you should probably start thinking of the benefits it might bring you…

Tap into emotion

Bankruptcy is an extremely difficult situation. People facing it have already lost a lot of hope and they certainly don’t want to lose everything. The sentence “Avoid Garnishments & Repossession” in the ads above serves that purpose and invite readers to take action and call an attorney as soon as possible.

Mention of price

Mentioning the price in your ads is very important too. It gives an idea to potential customers of the budget they need in order to use your services. It filters out people who can’t afford that budget: it is pointless that those people click on your ads if they are not potential clients as it will just be unnecessary spend for you. It is better to be absolutely transparent about cost in your ads so that the wrong people do not click on them. You can also use price extensions if you offer different type of services.

Highlight your experience

People only want the best to defend their interests, especially if there are personal belongings and money involved. For that purpose you can mention how many years of experience you have, the number of cases you have worked on, or just say that you are “certified” as one of the ads above states.

Mention of location

People are usually looking for attorneys in their area or not too far from them as they will more than likely have to visit their office. Mentioning the state or the city you are based in, as in the ads above, is helpful for that reason.

Another important element for top performing ads: relevancy

Your ads need to be relevant in order to work. That’s why ad relevancy is a key component to quality score, along with your landing page and keywords.

Make sure to use the most relevant landing page for your ad group, and use keywords in your ad. Another good and easy way to boost your ads performance is to use keyword insertion in your ads.

Writing great ads is not all

Ads are the best way of standing out from your competitors in AdWords. And law firms are an extremely competitive industry. However ads are not everything in AdWords, and if your account contains great ads but the rest of it is poor, it just won’t work.

60 day free trial of AdWords PPC management

You also need:

  • a good ad group structure for increased relevance
  • high quality keywords
  • a good set of negatives to filter out irrelevant searches
  • accurate bids
  • a great set of landing pages with useful and accurate information

And setting up a performing AdWords account is only the tip of the iceberg. In order to keep your account healthy and running, you will need ongoing optimization:

  • regular analysis of search query reports, adding new performing keywords and negatives
  • regular analysis of performance and bid adjustment
  • landing pages optimization

AdWords is a long term commitment, and as an attorney you are probably too busy working on your clients’ cases with no time left to take care of your PPC advertising. At Webrageous we know AdWords best practice by heart and we also offer 60 day risk free trial. We are using those ads and we know for sure you should get a lead (contact form submitted or phone call) for $56 spent on AdWords. So if you can’t manage to get those results, give us a call today at 800-645-9521.

We also encourage you to watch both the testimonial and results videos below!

Images’ Source: Pixabay

AdWords update: automated call extensions

Google announced that starting on February 6, 2017 AdWords call extensions will be automated.

What are call extensions?

Call extensions allow advertisers to add a phone number on their ads, giving the possibility to potential customers to call the business directly by just clicking on the ad. Of course the settings allow advertisers to show those extensions only when the business is open or when somebody is actually available to answer the call. It is also possible to set conversion tracking on call extensions and by doing so gathering useful metrics. All this makes call extensions a great feature to add in your AdWords account and we could only recommend advertisers to use them.

What is changing?

Starting on February 6, call extensions will be automated, which mean they will start generating automatically.

How is that possible you wonder? Well, Google will simply use the phone numbers featured on your business landing page.

If you are among the advertisers who feature phone numbers on their landing pages, you have more than likely received a notification email from Google already.

What are the benefits of this automation?

60 day free trial of AdWords PPC managementIn theory this change is quite positive regarding the more and more mobile connected world we are living in. Google confirmed with the announcement that “This year, mobile search engines are predicted to drive nearly 33 billion clicks-to-call to businesses globally, almost 19% more calls than from mobile pages alone. Using Google call extensions, you can get more calls by making it easy for people to call you right from your mobile search ads.”

This change was therefore decided in order to give advertisers more visibility and make it easier for potential customers to contact them.

How will this affect advertisers already using call extensions?

This change won’t impact advertisers already using call extensions as in this case nothing will change for them. Google has confirmed that if you already have call extensions set up in a campaign, Google will not add other call extensions.

And what about advertisers using dynamically generated Google forwarding numbers instead of their business phone numbers? Google has confirmed too that automated call extensions won’t be generated for now when dynamic phone numbers are detected on the website… I wonder what that “for now” means, it seems that further updates on call extensions are more than likely to follow…

How to opt out of automated call extensions?

If you are however skeptical and not sure that Google is not going to mess up with your dynamic number insertion, or if you just don’t want to pay for calls from your ads, you still have the opportunity to opt out of those automated call extensions.

You can do so before February 6 by following those easy steps:

  • Navigate in the ad extensions tab in your AdWords account
  • Select “Automated extensions report”
  • Expand the “Automated extensions options (advanced)” and click on “Edit”
  • Select “Do not use specific automated extensions for this account”
  • Select the option to prevent the creation of “Automatic call extensions” and click “Save”

Automated Call Extensions

If you want to opt out of automated call extensions after February 6, you will need to go in your call extensions tab and remove the ones that might have been created.

Other related changes announced recently.

It seems that Google is concerned by call extensions a lot lately, as a few days before they also announced that starting on January 19, local phone numbers associated with a business location will be showed when location extensions are displayed, even if a different phone number is set up in call extensions.

Advertisers shouldn’t be panicking though as this will only happen when the location extensions are displayed (most advertisers won’t probably notice any significant changes), and it does make sense in order to make sure the information is consistent between paid ads and organic results.

60 day free trial of AdWords PPC managementHowever the problem with this change is that advertisers will lose the ability to track those calls as conversions.

Advertisers should now first review their Google My Business listings and make sure that each location displays the accurate phone number.

And if you are still not happy with this change and you realize it will affect you too much, you can submit a form before January 19 in order to opt out of local numbers being showed in location extensions.

After January 19 you will still have the option to unlink your Google My Business account from your AdWords account in order to avoid local phone numbers to display.

 

Image source: Google

AdWords Management: how to tell if your PPC manager can be trusted

If you are using an external agency to manage your Google AdWords account, chances are your knowledge of AdWords is limited. Therefore, how can you know that your PPC manager is doing a great job?

Of course you can have a glimpse at your account performance with the following metrics: CTR, traffic generated (impressions and clicks), number of leads or sales, cost per conversion and ROI. If you are still using the same agency to manage your account, I am sure you must be happy enough with the work and the leads you are getting, and maybe the number of leads you are getting even exceeds the number of leads you had planned to reach in the initial goal you set up with the agency. But how do you know that you couldn’t get any more leads? Or that you could get the same amount for a lower spend?

60 day free trial of AdWords PPC managementIf you have been using the same account manager for a while and you are happy with the results, there might be a chance that this person is just letting the account running and not looking for ways to improve it anymore. In other terms, your account manager might just prepare a report at the end of each month (or maybe he doesn’t even do that?) and charge you a high fee for that. It also depends on the type of PPC management fee you decided to use with the agency. If you are using a fixed monthly management fee, you should definitely try and find out if the fee you are paying is fair in regards to the amount of work performed. If you are using a percentage of spend fee, you might not experience that problem, although your PPC manager could still just bid on untargeted keywords in order for you to spend more money and him to bill you more (ending with a lot of money wasted on your side for no reason).

I am not saying here that all PPC agencies can’t be trusted and that they are all only interested in making more money. But some will only do the minimum after a while. And the others will be the ones constantly looking to improve your account and going the extra mile to get the most of it like if it was their own account. Those are the ones you want to work with. And if your current agency is not part of them, then it is better to realize it now and stop paying high fees for a minimum job, and instead find the right trustable PPC manager that you will be happy to give your money to as it will bring you so much more return on investment.

Luckily there is a quick way to check the amount of work your current agency is doing. As Google is always keen to track down everything, AdWords is no exception and any change applied in your account is recorded in the change history.

To have a quick look at how often changes are applied and the number of changes that are performed during a period of time, the best is to add a column related to change history:

adwords-management-change-history-column

As you can see in the screenshot above, you can either decide to get the number related to all changes in a single column, or you can use different columns for budget, bids, keywords or ads changes.
Once you have set that column up, it will show you the number of changes applied during the period of time selected, as shown in the screenshot below:

adwords-management-number-of-changes

Usually it is recommended to analyze an AdWords account at least once a week to keep it healthy, so I would advise you to initially choose the last 7 days’ time frame (as shown in the screenshot above).

Regarding the number of changes that should be applied, there is no golden rule (the 3547 changes you see in the screenshot above are quite exceptional, it is explained by the fact that there is a lot of testing going on in this account at the moment) and it really depends on how large the account is and the current optimization phase (of course there will be more changes and testing at the beginning of the management).

If you want to go behind the numbers and actually check which changes were applied, you need to go in the “Tools” tab in the AdWords interface and select “Change History”:

adwords-management-change-history-in-interface

Then you will have a window opening with all the changes applied during the period selected, along with the date, the time and even the details of the user that applied them:

adwords-management-list-of-changes

If you then click on “Show details”, you will get the full details on a particular change.

Having a look at that will quickly help you understand if your agency is doing everything in its hand to get the best out of your account, or if it is just doing the minimum (or not even?). If not a single change has been applied in the last month, there is definitely a problem. Please also be wise not to let your agency know that you are spying on them, as they could easily apply a few small changes that wouldn’t have any impact on the account performance (like for example increasing all bids by 1%) but that would easily regain your trust.

There are also two other parameters that you can quickly check to know straight away if your PPC agency is doing a great work.

60 day free trial of AdWords PPC managementThe first one is the landing page. If the ads that your agency created all direct to your homepage although you have a wonderful website with different landing pages for each product, then I can tell you that your agency is not interested in improving your account. Every PPC manager knows that the key to get a better performance is relevancy and your manager should split your account by themed ad groups leading to different landing pages.

The second one is mobile optimization. There are now more searches on mobiles than on desktops, so if your agency has never mentioned or discussed a mobile strategy with you, I can assure you that they are not going the extra mile to improve your account. They should be concerned if your website is not mobile friendly and they should use specific mobile innovations like click to call ads.

Of course one last parameter that you could add is transparency. If your agency is trying to hide things from you, it is usually not a good sign.

If after reading this post you have a doubt about your AdWords management agency work, do not hesitate to contact us as you could benefit from our 60 day risk free trial. You could even still use your agency in the meantime and see who does the best work after a few weeks. Why don’t you contact us today to learn more about this option?

 

 

AdWords new feature: message extensions

adwords-click-to-message

Google is releasing a new ad extension: message extension.

What are message extensions?

Message extensions allow users to connect with your business through messaging.

How do message extensions work?

When users tap the texting icon in your ad from their mobiles, their messaging apps will be launched, allowing them to send messages to your business.

When someone tap the texting icon, you are charged for a click (just as if the user tapped on your ad to go to your website).

What are the message extensions’ requirements?

  • Message extensions are only shown to people on phones capable of sending and receiving messages, so they are only available on mobiles.
  • Your business has to have a phone number that is able to receive and send text messages (message extensions won’t work with your landline).

How to set up message extensions?

Google is rolling out the feature, so message extensions might not be able in all AdWords accounts yet but they will be soon.

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

They can be set at campaign or ad group level.

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

google-adwords-message-extension

To create a message extension you will need to add:

  • Business Name (up to 25 characters).
  • Text phone number (the number that people will send messages to).
  • Extension text (up to 35 characters – this text will appear alongside your ad, you could use a message such as “Text us” or “Message us”).
  • Message text (up to 100 characters – that’s where you can include a pre-written message to make it easier for mobile users in a hurry to contact you).
  • Don’t forget to schedule your message extensions in the advanced options so that they only show up when your team is able to respond. If you can’t reply to messages straight away or at weekends, consider using an auto responder stating you will reply later.

What are the benefits of message extensions?

  • Mobile messaging is part of our daily life. In a recent survey performed by Google, 65% of consumers said they would consider using messaging to connect with a business to get information about a service or product.
  • In today’s mobile world it gives users an easy way to text your business and start a conversation when it is more convenient for them.
  • They can help you grow your business by giving potential customers another option to reach you.
  • They give you more exposure with no extra AdWords cost.
  • They are easily set up.
  • Just like any other ad extension, message extensions can improve your click-through-rate, ad’s relevancy and quality score.

 

Images’ 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.

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.

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: Pixabay

AdWords new expanded ads performance

With new expanded ads being live in AdWords accounts since 26th July, I decided now is a good time two months after to start analyzing results and see how they perform.

Several people have tried to analyze the performance of expanded ads at an early stage (only a few weeks after the new format was released), struggling to find clear tendencies and common ground. I thought maybe this lack of uniformity was due to early analysis and not enough reliable statistics.

So I decided to give it a go myself and have a look at the data for the last 2 months from various accounts covering different industries, hoping to be able to find some common ground. And I have to admit that was no easy task.

As advised I created new expanded ads in all those accounts as early as possible, letting them run along old ads to see how they perform in comparison.

Expanded ads first common impression

The first feeling I had generally speaking before starting my in-depth analysis was that new expanded ads were performing quite well with a higher CTR. I even ended up pausing old ads on a particular account as the old ads were bringing the CTR down: 0.20% CTR on old ads compared to 1.33% on new expanded ads!

But when I started digging out deeper, although I had the feeling that on some accounts the new expanded ads were shown slightly more than old ads, I realized that for a particular account (the one I mentioned above, which is the account of a company selling collectible legos figures) it was the opposite way around: 43756 impressions and 581 clicks on expanded ads and 87346 impressions (with impressions particularly increased on old ads for exact and phrase ad groups compared to broad) with only 179 clicks on old ads!

See impressions screenshots for one ad group in this account between new ETA and old ads:

expanded ads performance

old ads pefrormance

When I analyzed that account even further I also realized that the position on new expanded ads was lower than on old ads, with a similar CPC. So in the end in that account expanded ads were working better bringing more clicks with lower impressions and lower position. I have to say this account was quite a particular case as I haven’t noticed so much difference in impressions (from single to double!) between expanded ads and old ads in any other account.

When I encountered the first discrepancies between accounts, I decided to look at comparable statistics, splitting by brand/non brand, ad groups, and even match type (I usually create one ad group for each match type).

No common ground for branding

I analyzed the first branding campaign on a waste management company account and noticed that for brand terms, old ads seemed to perform slightly better (25% CTR on old ads compared to 23.03% on new ETA) – except for broad ad group where old ads were not shown at all. The positions were the same for old ads and new ETA and when I looked at the average CPC it seemed to be lower for new ETA in exact ad group, but then for the phrase ad group the tendency was the other way around.

So I had a look at another branding campaign for a company selling this time irrigation products. And I realized that the tendency I had noticed in the previous account for branding was the exact way around in this new account and that the CTR seemed to be higher on new expanded ads (with a higher position) than on old ones (18.21% CTR on new ETA compared to 11.88% on old ads). So I decided to go deeper and analyze this branding campaign by match type and although it was true that CTR was higher on new expanded ads in broad and phrase, the CTR was higher on old ads for exact ad group.

See performance screenshots for one broad ad group in this account between new ETA and old ads:

expanded ads performance

old ads performance

The only tendency that seems to appear in branding campaigns is the following:

Exact ad groups branding: old ads seem to perform better

Broad ad groups branding: new ETA seem to perform better

Phrase ad groups branding: performance seems to vary

No clear tendency for non-branding

I then decided to have a closer look at non-branding campaigns and see if I could find a tendency there.

When it came to non-branding it seemed expanded ads had generally speaking more impressions than old ones, with a higher CTR. But then again there was this particular account (collectible legos figures) were impressions were doubled on old ads, especially on exact and phrase ad groups (not so noticeable on broad ad group).

When I analyzed non-branding campaigns for the waste management company, the tendency was true: higher CTR on ETA, except for BMM ad groups. But then I analyzed non-branding campaigns for that company selling irrigation products: higher CTR on ETA for broad and phrase, but lower for exact.

I decided to have a look at non-branding campaigns for an adventure travel company: impressions were always higher on new ads, with a CTR here clearly always better (on broad, phrase and exact ad groups) on new expanded ads (up to 6% higher!).

See performance screenshots in this account between new ETA and old ads:

expanded ads performance

old ads performance

To sum up

After analyzing this 2 month data, I have to accept a fact: it is really hard to find a common ground in expanded text ads performance. Some branding campaigns might have a lower CTR on new ads, some others won’t. While it is true that ETA will perform at a lower CPC than old ads on some ad groups, it might be the other way around for other ad groups. New ETA might have a higher CTR on exact for some products, and a lower one on broad. Position might sometimes be better on new expanded ads…or not.

There is no clear tendency and it is all relative to each single account.

Maybe it is still early to try and analyze new expanded ads, and more than likely their performance will change again as more and more advertisers start using them and certainly when Google will get rid of old ads forever.

What I do recommend is that you perform your own analysis, but don’t forget to segment by branding/non branding, match types, ad groups etc as new ETA might perform very differently for each segment. And if you notice as I did that for some accounts new ETA already perform way better than old ones, don’t wait to pause old ads and do that now. The most important thing right now is to monitor performance and if you see a sudden decrease in performance after implementing ETA go deeper in your account and try and find out what is working or not. As always in PPC it is all about testing, testing and testing again.

Some good news to end

The good news is that Google might have heard the complaint of several account managers that were probably struggling to create a high amount of new expanded text ads, as they extended the transition period during which you can still create and edit old format ads. The initial deadline of 26th October has now been extended to 31st January 2017, so that advertisers have 3 more months to create expanded text ads and test them along old ones.

 

Images’ source: Google AdWords Editor

Google releases campaign groups in AdWords

Earlier this month Google released a new feature that makes it easier for advertisers to monitor the performance of their campaigns against their advertising goals: campaign groups.

What are campaign groups?

Campaign groups allow advertisers to aggregate data from separate campaigns based on a common theme. It allows them to select campaigns that share a same objective and group them so they have a quick look at performance, what works and what doesn’t.

Let’s say you just created 2 new separate search and display campaigns for the coming Christmas season. It would be interesting to create a campaign group for them as they have the same goal.

How to set up campaign groups?

Campaign groups are available in the AdWords interface, on the left menu:

campaign-groups

 

Once you click on the button to add a campaign group, you are redirected to a page where you can:

  • Name your campaign group.
  • Select the existing campaigns you want to add to this campaign group.
  • Select a performance target: you can choose clicks or conversions.
  • Eventually select a specific date range to view more accurate projections. If you choose this option you can then select the number of clicks or conversions you want to receive, the budget you want to spend, the average CPC or CPA you want to reach.

campaign-groups-set-up

 

You will then have a quick glimpse of your current performance and what you may achieve by the end of the campaign period.

What are the benefits of campaign groups?

  • With campaign groups it is easier to monitor performance across multiple campaigns.
  • You have a quick glimpse of how your campaigns perform relative to your goals. Of course campaign groups are not to be compared to some powerful third party tools but they allow advertisers to have a quick access to that data without having to create pivot tables or export data in separate spreadsheets (therefore saving some time and energy).
  • The set up is simple and you will have access to monitored performance in minutes.

 

Images’ source: Google AdWords interface

AdWords new expanded ads are now live!

 

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.

 

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 AdWords interface / Editor

Price extensions for mobile ads: AdWords new feature

price-extensions

Google has just released new ad extensions: price extensions.

What are price extensions?

They 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.

What are the price extensions’ requirements?

  • They 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 this new extension).
  • They 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: 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

AdWords new expanded ads: how to get prepared for the change – optimization tricks and strategies

expanded-ads

 

Google announced several AdWords changes during their 2016 performance summit last month, the most important one probably being the increase of characters limits with new expanded text ads.

Google has been working on this for years (the side ads removal in February happened for this reason) and this might be the biggest change since the creation of AdWords! Finally marketers will have a bit more space for their creativity and will be less frustrated by the very restrictive characters limit they had to deal with until now. But unfortunately such important changes usually don’t happen smoothly and there is a high price to pay for improvement… If you are part of an agency dealing with several huge AdWords accounts, you might need to cancel your forthcoming holidays and work your whole summer on new ads to be ready for the change. And if you are not an AdWords expert and you only run a campaign for your small local business, you might be lost and not sure where to start. The goal of this post is to give any advertiser tricks to get ready for that huge change as quick as possible so you have your campaigns updated and don’t lose deals when the new ads format rolls out.

But first let’s have a look at what is changing.

What are the new expanded ads characters limits?

The new expanded ads will now 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!
  • One 80 characters description line (compared to two 35 characters description lines before), that’s 10 more characters allowed.

So the new ads will be allowed to contain 140 characters in total, that’s 47% more than the current 95 characters!

What are the benefits of this change for advertisers?

Google has announced that the new expanded ads will work better across screens, especially mobiles, and that this change was designed especially for today’s mobile-first world, where more and more searches are done on mobile devices.

With the number of characters expanded, there is no doubt that advertisers will get more visibility, and you can therefore more than likely expect a higher CTR.

When and how will this change happen?

Google didn’t communicate any exact date yet, they just gave a vague indication of “later this year”. That’s why we advise you to get ready as soon as possible, and we will keep you updated on how and when exactly the change will happen when more information is given.

It would be great if those new expanded ads could be somehow automated, as it was the case for Upgraded URL’s. When that changed happened last year, Google set up an upgrade option in the AdWords interface that helped advertisers along the way, simply copying their current destination URL’s to the final URL’s fields. That made upgrading pretty straightforward and advertisers with small and simple accounts were able to be ready for the update in just a few minutes and clicks through the AdWords interface (it was also very easy to upgrade through AdWords Editor).

However an automated system is unlikely to happen with the new expanded ads, as the changes here have more consequences and the whole ads structure will be changed with now 2 headlines and 1 description line. Things would certainly be easier if there was an automated option in the AdWords interface that could just copy your existing description line 1 and use it as your new second headline, and keep your existing description line 2 and use it as your new description line. But the problem with that would occur with the characters limit: your first headline would remain the same and only contains 25 characters while your second headline would contain up to 35 characters and might exceed the new 30 characters limit if you used them all, and your new description line would only contain the 35 characters of your previous description line 2, instead of the new 80 characters allowed. Besides that, you might not want to use a previous description line as headline, depending on its content. So we just don’t see a way for this change to be automated, and if it is somehow anyway, it won’t be a perfect solution. Extra work will definitely be needed on your side to make sure you take full advantage of the new expanded ads and you are not left aside and losing deals to your competitors that got prepared quickly and have created amazing new expanded ads while you were just waiting for the last minute…

Our only hope is that Google will give enough time to advertisers to get prepared for this update. We assume that as for any AdWords change there will be a transition period during the which you will still be allowed to use your old ads while writing new expanded ads and a deadline date when your old ads won’t be allowed to run anymore, therefore you will start losing deals from that date if you don’t have expanded ads ready.

How to get prepared for the change?

Depending on your ads messaging, we can think of 2 different options for a smooth update. Either you update your current description line 1 to become your new headline 2 (reducing characters to maximum 30 if needed) as outlined in previous paragraph, either your merge your current description lines 1 and 2 to become your new 80 characters description line.

If you are already using extended headlines (where your description line 1 is combined with your headline – your ads need to be eligible to appear at the top of the page and your description line 1 needs to end with proper punctuation) we would advise you to choose option 1. The first and only thing you will absolutely need to do for the update is to reduce your new headline 2 if it exceeds the 30 characters limit.

You will also need to rework your current description line 2 and add extra messaging (filling the at least 45 characters empty space) to take full advantage of the new format, as the limit for the new description line is now 80 characters.

You might also want to rework your new headline 1 to add 5 extra characters, but this is just a small change and it can wait until later as your new ad will still look good without those 5 extra characters.

For those who don’t use extended headlines, we would strongly advise to use option 2 as you will keep the same ad structure and messaging and it will be pretty straightforward. You will just need to merge your current description lines 1 and 2 into the new 80 characters limit description line. Then you will need to think of a new 30 characters headline 2. You might also want to rework your new headline 1 to add 5 extra characters and your new description line to add 10 extra characters, but as stated above it can wait until later as your new ad will still look good without those extra characters.

In order to summarize:

Option 1: make your current description line 1 your new headline 2, and your current description line 2 your new description line:

  • Eventually reduce your new headline 2 so it doesn’t exceed the 30 characters limit.
  • Update your current description line 2 and add 45 extra characters.
  • Optional: add 5 extra characters to your new headline 1.

See with an example:

Current ad:

24/7 Accident Recovery

Reliable & Fast Recovery Service.

24 Hours a Day, 7 Days a Week!

New extended ad:

24/7 Fast Accident Recovery

Reliable Recovery Service

24 Hours a Day and 7 Days a Week. Call Us at Any Time and We Will Come and Help!

Option 2: merge your current description lines 1 and 2 into your new description line, and create a new headline 2:

  • Create a new 30 characters headline 2.
  • Optional: add 5 extra characters to your new headline 1 and 10 characters to your new description line.

With the same ad example as above:

New extended ad:

24/7 Quick Accident Recovery

Certified Professional Towing

Reliable & Fast Recovery Service. 24 Hours a Day and 7 Days a Week, Call Us Now!

 

Whatever option you choose, you can see that you will still need a bit of extra work to get ready for the update and your new expanded ads won’t be written in 1 hour, unless you only have a very small account with 10 ads. That’s why you need to get prepared for the update as soon as possible, starting today.

Another question that might cross your mind if you are dealing with several huge accounts with thousands of ads is where to start to be ready on time and make sure you don’t lose deals. You need to schedule and prioritize. Start with the top campaigns bringing the most leads/sales. Inside of each campaign select the ad groups bringing the more conversions and start working on them first, so that if you are running out of time and you are not 100% ready for the update, your top ad groups and campaigns will contain expanded ads and only secondary campaigns/ad groups will be left aside and you won’t lose your main deals to competitors. If you don’t have the time to create several expanded ads per ad group now, just create 1 for now, so that your campaigns can still run when the change rolls out.

Once again, don’t wait to get ready for the change, the earlier you start the smoother this huge change will happen for you. Allocate 1 hour of your time today to start thinking about it and elaborate your own plan of actions:

  • Depending on your current ads messaging, choose either to follow update option 1 or 2 stated above.
  • Run reports/download statistics and select your top performing campaigns, and top performing ad groups within them.
  • Select your current top performing ad within those ad groups.
  • Copy that data (the top performing ad, along with the ad group and campaign names containing this ad) in excel and start writing 1 new expanded ad, with the messaging inspired by your current top performing ad. Please make sure you add a formula to calculate the number of characters for each line in order to respect the new characters limit:

30 characters for headline 1

30 characters for headline 2

80 characters for description line

 

 

Images source: Pixabay