4 Common Mobile PPC Advertising Mistakes and How to Avoid Them

PPC mistakes

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

Advertiser Beware: Avoiding Common Mobile PPC Mistakes

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

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

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

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

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

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

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

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

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

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

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

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

Get Expert Mobile PPC Campaign Management

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

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Should Ecommerce Merchants Opt for Shopping Ads Over Text Ads?

ecommerce ppc

While many companies use online advertising to promote products and increase sales, ecommerce merchants have the advantage of being able to sell directly to consumers online, adding another dimension to their digital advertising goals. If you’re an ecommerce merchant placing PPC ads via Google Adwords, you might not be taking full advantage of your digital advertising options. If you haven’t considered incorporating shopping ads (PLA) into your Adwords PPC campaigns, it’s time to reconsider your online advertising strategy.

Understanding the Ecommerce PPC Landscape

The two main digital advertising spaces that ecommerce merchants should be concerned with are text ads and shopping ads. You can manage both from your Google Adwords account, but they serve different purposes and are different in some key ways.

Text Ads – Text ads are the conventional text-only PPC ads you see with search marketing advertising campaigns. They include a link to your website or landing page, a few lines of copy, and perhaps a few other perks in the case of mobile ads. Text ads give you more precise, granular control over when your ads show up, but for many industries they can be highly competitive, and they don’t always stand out well in the sea of text people see in their search results.

 

Shopping Ads – Shopping Ads, also known as product listing ads (PLA), are a type of ad tailored towards online merchants. They include a product image and are driven by products and product categories, rather than keywords. For serious online merchants, this one of the best means of getting your products in front of people who are looking to buy them.

Text ads vs Shopping Ads Search

 

Do Shopping Ads or Text Ads Perform Better?

To get a better sense of how each type of ad performs, we pulled the numbers from one of our long-running campaigns for a client in the ecommerce space. The results are a fairly good representation of how most similarly structured campaigns perform. We found that the CTR was better for text ads, most likely because text ads give advertisers greater control over the keyword matching, so they were more likely to be a good fit with the search terms used by consumers. However, our client saw better conversion rate, conversion cost, and CPC with Shopping Ads compared to text search ads. The bottom line is that shopping ads perform very well for ecommerce.

These results line up with the digital marketing activities of some of the biggest online retailers. Walmart puts over 70% of their digital ad spend into PLAs, and companies like Best Buy, Staples and Overstock.com follow suit with PLA-heavy online advertising budgets. The question is, why are these shopping ads performing so much better than text-based PPC campaigns?

Why Shopping Ads Click for Ecommerce Ad Campaigns

 

1. Better Brand Recognition with PLA

Shopping ads win out when it comes to leveraging brand name searches. A recent case study for Heal’s furniture showed the benefits of leveraging your branding to get conversions. Heal’s, a well-established furniture brand, spent years sinking their digital ad spend into text ad campaigns that weren’t converting. Heal’s study showed that conversion rates for brand related searches are as much as 26% higher for shopping ads than for text ads. By focusing their advertising efforts on product listing ads, Heal’s was able to leverage their brand name to drive more sales. For merchants looking to leverage branded products to increase sales, PLA is a better option.

2. Spread Your Ad Spend Across the Buying Cycle

As purchasing decisions get more complex and expensive, consumers tend to spend more time researching and reviewing their options before making a decision. Oftentimes text ads land in front of searchers who are still in the early stages of the buying cycle, and who may not be ready to make a purchase yet. Since the people who are served PLAs tend to already be looking to purchase items, rather than just researching them and looking for information, they are a better bet when it comes to actually making a purchase.

3. A Picture’s Worth…

The benefit of the more visually appealing shopping ad format shouldn’t be underestimated. Studies show that people are 40% more likely to engage with visual content than text-only content, leading to a higher conversion rate for visually appealing ads. Another downside of text ads for ecommerce is that merchants have limited character space to describe their product. By providing shoppers with an eye-catching photo of your product, you can boost your descriptive power and compensate for having minimal text space.

Getting the Best Results from Your Ecommerce Ad Campaigns

Don’t start canceling your text ad campaigns quite yet. They’re a powerful, flexible way to reach buyers and still perform well when managed correctly. While many successful retailers are turning to shopping ads, Amazon.com, another huge online retailer, puts all their stock in text ads. Text ads are still a high-performing way to reach customers. Furthermore, if you move a very low volume each month, shopping ads aren’t always a great fit.

Text Ads vs Shopping Ads

However, for many ecommerce merchants, the importance of diversifying your PPC spend with shopping ads can’t be understated. Product listing ads provide a straightforward way for merchants to reach customers, and they can give your ad campaigns a big performance boost. Many large retailers have some level of a mix between the two form of ads in order to take advantage of both spaces.

The strongest solution for a healthy ecommerce PPC strategy is to employ a mix of shopping ads and text ads. Text ads give you more control over your audience, while shopping ads help you hone in on searchers who are ready to make a purchase. Balancing your advertising efforts between the two advertising methods can help you maximize your PPC results. By playing around with your ad spend for both PLA and text-based ads, you can find the right mix of each ad type to get the best overall returns for your advertising dollar.

Building Shopping Ads into Your PPC Strategy with Webrageous

Webrageous has extensive experience managing both PLA shopping and text ad campaigns for clients in a number of industries. If you’re interested in exploring product listing advertising options, we can help you determine whether shopping ads are a good fit for your company, and how you can incorporate them into your existing web advertising campaigns. With Webrageous you can find the right balance between shopping ads and text ads to make sure that your ecommerce business can stay competitive in the digital advertising market. Contact us today to see what our expertise can bring to your PPC campaigns.

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Why Running Broad Keywords on Bing Ads is a Bad Idea

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For many advertisers, their PPC efforts begin and end with Google AdWords. But as the most popular search advertising platform, AdWords can end up being costly and time-consuming, especially in competitive markets like the legal and insurance industries. With up to 20% of U.S. search traffic coming from Bing Search, savvy marketers know that diversifying your PPC campaigns to serve ads on different browsers other than Google can help you reach an untapped segment of the market.

Running search ads with Bing Ads isn’t just a matter of recreating your Google AdWords strategy on a different platform, but many advertisers make the mistake of treating the platforms as interchangeable. By gaining a better understanding of how Bing Ads differs from Google AdWords when it comes keyword matching, you can help compensate for some of Bing’s shortcomings and improve your Bing campaigns.

Keyword Matching 101: Know Your Type

Let’s back up and review the different keyword matching types available on both Google and Bing’s PPC platforms. Knowing how the various keyword matching options work and how you can best use them is an important step in developing a comprehensive PPC strategy.

  • Broad Match: Broad match allows you to show ads to the widest group of searchers; when you use broad match, your ads can show up anytime someone searches that keyword, regardless of phrasing of his search. Casting a wide net can be a powerful tool, but it can also backfire by serving your ads to people who aren’t really interested.
  • Broad Match Modifier: True to its name, broad match modifier is a slightly more precise version of broad match. It serves your ads for people who searched for a close, but not necessarily exact, match to your keywords. This could mean matching “run” to “running” and “runners.” Broad match modifiers give users the benefit of the scope of broad keywords, but can also help to eliminate some of the inaccurate matches.
  • Exact Match: In the cast of exact match, the search query must exactly match of your keyword phrase, which is great when you’re targeting long-tail keywords and honing in on very specific keywords. However, because there are usually many variations on how people search for products and services, relying too heavily on exact match can prevent your ads from showing up when they should.
  • Phrase Match: As with exact match, phrase match requires your exact keyword to appear in the search query, but will also show up for searches that include your keyword with words before or after it. For example, your keyword “children’s books” would match with “buy children’s books” and “children’s books for sale” but not “children’s science books.”
  • Negative Match: Negative match prevents your ads from showing up when people search certain keywords. It’s commonly used to help hone search results by telling the ad platform know when it shouldn’t show your ads.  

The Downside of Broad Keywords

Broad keyword matching is the default keyword match type, and the type that reaches the largest, most diverse audience. This method of keyword matching allows you to reach a wide audience regardless of the exact phrase they use in their search, which lets you save time building lengthy keyword lists and trying to figure out how people might try to find your business. For instance, your keyword “dog food” won’t just get you results for people who search “dog food,” but also “puppy food” and “dog kibble.” However, you can also get inappropriate airtime for your ads — “dog sitting” and “Italian food” could also potentially come up when you use broad match keywords.

Fortunately for Google AdWords users, Google has a solution. When you run broad keyword matches, Google’s algorithm is smart enough to recognize when search query and ad combinations are a bad fit, then refines where your ads show up accordingly. Eventually, AdWords can stop those bad matches before they occur, so your ads are less likely to be served to people who were searching for something else entirely. It’s not 100% accurate, but, in general you can trust the broad keywords match tool on Google to still provide you with a lot of relevant matches.

Why Broad Keyword Match on Bing Ads Performs Poorly

Unfortunately for advertisers on Bing, the Bing Ads algorithm is not as advanced as Google’s. When you run broad keywords on Bing, you’ll still “match” with a large number of highly irrelevant search terms. While your ads might be getting a lot of impressions on Bing Ads, you might end up showing ads to people who aren’t interested at all in your product or services. On Bing, running broad match keywords can disastrous; you can easily burn through your ad spend on bad matches if you only use broad keyword matching.

Alternatives on to Broad Keyword Match

Running ads on Bing has a lot of advantages. It’s a less competitive market so you’re more likely to score better ad placement for less, and Bing’s platform gives advertisers a little more transparency and control in ways that Google doesn’t. The trick is finding strategies that leverage Bing’s strengths to your advantage, while compensating for its weak points.

While broad keyword match is the default keyword matching method, and in some ways the most straightforward PPC option for inexperienced managers, it’s important to remember that it’s not the only option you have as an advertiser. The most effective PPC campaigns use a combination of several keyword matching methods to ensure that your ads reach not only a wide audience, but an audience that is interested in your product or services.

Using alternative keyword matching methods to supplement or replace broad match can be a much more effective way of honing your campaigns and reaching the right audience with search advertising. However, because they are somewhat more complex and specific than broad keyword match, they can require a little more finesse and a stronger understanding of keyword performance to be used successfully.

Getting Better Results from Bing Ads

Running ads on Bing can be a great way to round out your PPC campaigns and reach a wider audience than with Google AdWords alone. Just as with Google AdWords, running successful Bing Ads requires a strong understanding of the nuances of the Bing Ads algorithm. No matter which platform you use for PPC, it’s important to remember that the algorithms are continuously changing and improving, so what works well right now might not hold true by next year.

Webrageous can help you maximize campaign performance on Bing and avoid wasting your ad spend on ineffective keyword techniques. Our team of search marketing experts stays continually up to date on the latest advancements with both Google AdWords and Bing Ads, so you can be sure that you’re getting the best results possible from your ad campaigns under our management. Contact us today for a consultation to see how you can effectively leverage Bing Ads to grow your PPC advertising efforts successfully.

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Tips for PPC for Small Businesses

In this day and age of intense competition online, every business of every size has to make sure they have the right tools to gain an edge over their competitors and make money. After all, the world of ecommerce is a lot like the business world; it is dog eat dog and only the strong and the smart survive. That being said, small online businesses need to make sure they are smart about their advertising and marketing. They need to become visible if they are to attract customers and entice buyers and this is where PPC marketing comes in to save the day. When used correctly, PPC for small businesses can be a great marketing ploy to attract more visitors to one’s site.
 

What is PPC?

Before getting into the nitty-gritty of how PPC can help small businesses, first a brief background on what PPC is. PPC is short for pay-per-click, and is also known as cost per click. It is an advertising model developed especially for the internet. This internet advertising method is mostly used to direct traffic to websites that have ads. Those ads are placed there by an advertiser that then pays the website owner every time their ad is clicked. In a nutshell, PPC is defined as the amount that is spent just to get clicks on an advertisement.
 

The Benefits of PPC for Small Businesses

It is sad that many small business owners are still hesitant to go for PPC even if the benefits are very real. For one, PPC ads can help a business compensate especially if they do not turn up in the top search engine page results. Another benefit is that PPC ads can augment the revenue stream of businesses while their organic SEO projects are still gaining ground. For business owners that are eager to make use of PPC for small businesses and get the most out of it, below are some tips that are sure to prove valuable:
 

  • Time/day parting

    Google allows small businesses to set the time of day when the ads will show. This is an especially good function for small businesses because they can set all their ads to show during high traffic times of day to ensure maximum clicks. Not only does it make the endeavor more profitable but it also reduces costs.


  • Match types

    Website owners no longer have to cast a wide net for keywords in the hopes that they will luck out. It is better to go for exact match types because this way, they bring down the costs of advertising. Remember that in business, it is as much about saving money, as it is about making money.


  • Negative keywords

    This is a great way for website owners to drive away unwanted traffic to their site. For instance, a company that sells materials for business cards can type in “custom” so that people who are looking for custom business card printing services do not end up on their websites.


  • Geotargetting

    Studies have shown that 80% of consumers expect the businesses they see online to be within more or less 15 miles of them. Of course, there are some exceptions to these but that should give you a pretty good idea of who you should be targeting and where. When it comes to PPC for small businesses, location also matters.


  • Alternative search engines

    Google may be the biggest search engine ever but that doesn’t mean you shouldn’t try out others like Bing or Ask.com. They often have lower bid prices, which mean lower conversion costs for you and more savings for your small business.

 

Tactics for Savvy PPC Copywriting

When you embark on a PPC campaign, one of the most important elements is the actual text you compose. Great PPC copywriting blends a harmonious mix of creativity and pragmatism, merging essential keywords with language that is effective, attention grabbing, and incites a call to action. For many, this process is anything but intuitive. If you’re looking to improve your PPC copywriting skills, this article will give your creative juices a definitive boost.

 

Learn How to Stand Out From the Crowd

 

Your first tactic is to really think hard about the brand you represent. Make a complete list of brand traits and reputation keywords. Then decipher this awareness into the aspects that make your brand unique. If you don’t have any defining traits that make you a one-of-a-kind company, play upon your greatest strength, but make sure it’s head and shoulders above your competition.  When you use those aspects that make you stand out from the crowd, it’s one of the strongest calls to action you can utilize in your PPC ad copy.

 

Study Your Competitors

 

Once you have a deep understanding of your own brand and uniqueness, become intimately familiar with your competition. What aspects do the tout as their differentiators? This is another opportunity for you to fine tune your own identity, ensuring that your communications are different and stronger than your competitors. Study what works and what doesn’t work about your competitions’ campaigns, and this will only serve to fortify your own efforts tenfold.

 

A word to the wise about PPC competitors – they may not be your first instincts.  PPC is different from other markets and channels, and may prove to have an entirely different selection of top competition. Say you’re a painter who sells your art online and in local galleries. In a print campaign, you’ll be appealing to local art lovers, and compete against fellow artists. With a PPC campaign, you may be up against online art sellers, discount framing supplies, and all manner of artistic elements. Once you identify your core keywords, search them specifically to see who your real competitors are; don’t assume these are the same as your other marketing channels.

 

Master the Art of Action Calls

 

Without a doubt, the most crucial part of your PPC ad copy is a whip smart, eye-catching call to action. If your copy is interesting enough to read, but not compelling enough to click, you won’t see a miniscule uptick in results. Calls to action are the very words that convince folks to learn more, buy a product, or subscribe to your service. These have to be rock solid, and just like any creative endeavor, they are a different artform that take a certain amount of practice.

 

Many folks really on old standbys like “Buy Now”. Yes, these work, but they won’t win you any awards for originality. Standbys work for audiences that are already looking to purchase your goods and services, but they do very little to convert new customers. For the artist selling his or her paintings, they could certainly stick to “Buy fine art today”, or something equally generic. Or they could push the envelope a bit, with calls to action like “The art you’ve dreamt of owning” or “Paintings to light up your home” – something that exhibits the essence of your products in a style and tone that truly draws your buyers in.

 

Say Yes to Ad Extensions

 

The size of your ads can impact click-throughs by 1/3; that’s a substantial up-tick. As you solidify your ad copy, research the available ad extensions, and select the one that beefs up your listing. More real estate equates to more attention, and more attention equals more click-throughs.

 

Metrics Are  Your Friends

 

Nothing spells out the success of your ad copy than your current ad metrics. Watch these like a hawk, then assess the highest performers to find their language commonalities. Every demographic is different, so you may discover that your audience adores creativity, as opposed to standard catch phrases. Of course, the reverse could be true as well. The more you become well-versed on your analytics, the easier it will be to compose ads in the future – you’ll know what works, and why. In future ad campaigns, you can play to these strengths and enjoy increased successes.
 

Why Keywords Trump Targeted Audiences

In the complex landscape of PPC, many lament on where to focus: fine-tuning keywords, or selecting targeted audiences?

 

If you have to choose between the two, put your efforts into keywords all day long. The single most effective aspect of a successful PPC campaign are the keywords, hands down. All the demographic research in the world can’t make up for the careful selection of appropriate keywords for your campaign. So if you’re feeling overwhelmed by the myriad of tasks involved in plotting a PPC campaign, start and end with keywords.

 

Why Keywords are So Crucial

 

On the one hand, it’s obvious why keywords are critical; these are the keys to the kingdom, the very words your customers will use to find you. What’s not obvious about the importance of keywords is how many competitors just plain get them wrong. Do-it-yourselfers are especially prone to mistakes in keyword selection, and a lot of that comes down to the selection of tools. Most of the free resources, and even many of the paid options, don’t do a tremendous job of thoroughly combing through keyword combinations and identifying those with the most value and relevance.

 

Too often, pay-per-click managers go after the most competitive keyword selections, due to the high popularity. While chasing down the most searched for terms in your niche may sound like a great idea, it will no doubt be enormously expensive to pull off. If you don’t have the bankroll to take on the big dogs, choose a smarter route and narrow your focus to targeted and long tail keywords that have far less competition. You’ll spend a lot less for your campaigns and overall perhaps see less traffic, but the keywords are more likely to source quality leads that increase your conversions. This combination is where revenues truly start to increase.

 

The Truth About Audience Focus

 

There’s a simple reason that keywords are more critical than demographic to focus on; by their very nature, appropriate keyword selection requires that you have a clear vision of your target audience as well. Rather than focus solely on going after a specific audience sector, however, you should incorporate your customer research into your keyword selection. This creates a “one stone two birds” effect, and strengthens your campaigns significantly.

 

Marketers who put audience focus first pay too much attention to who they’re trying to reach, rather than how. The who is obviously an important component, but keywords, which represent the “how”, are the fishing lure that attracts your chosen catch. This is in part why focusing on keywords as your primary objective will get you better results.

 

Keep Your Keywords Organized

 

In the PPC space, low-cost, high-quality keywords are the ticket to high ROIs. As you go about your research, it’s essential that you have an organized way to manage your keyword data for each of your targeted campaigns. Don’t just rely on a couple of phrases to do all your heavy lifting; by narrowing down your niches in various slices, different sets of keywords can reach different demographics. Find a tool that allows you to group different keyword phrases into various groups, and then quantify the results of your actual campaigns. You will no doubt find that some keywords work better on different selections of your customer base; as long as you are accurately capturing these results, your ROIs will steadily increase as you learn from each campaign.

 

With all the complexities of keywords and every other component of a PPC campaign, it’s always best to trust an expert paid search manager to get the best results out of your campaign. Without a deep understanding of current keyword trends and tools, it’s immensely easy to go down the wrong path with your audience and waste precious marketing dollars.

 

If you’re still going it alone, remember that if you focus solely on selecting the keywords that best appeal to both your business and your customers, you’re setting yourself up for the highest potential for success. Focusing on your demographic as a primary concern will not bring you maximum ROI. In the world of PPC, keywords are king.

Tips on Maintaining Competitive PPC Campaigns

Paid search is a dog-eat-dog world, and staying competitive is essential to seeing a substantial return on your investment. Since the paid search space is highly dynamic and ever-changing, what is competitive today might be old news tomorrow. That’s why trusting an expert to assist with your PPC campaigns is integral to maximum success. That said, there are a few current trends that are helping folks stay ahead of the curve. See below for a meaty list of tried-and-true ideas that will help you maximize your paid search efforts!
 

How to Build Competitive PPC Campaigns

So are you truly interested in building the most competitive PPC campaigns your market has ever seen? Here are a few tried and tested tips you can use:
 

Tip #1: Use the “Paid Competition” section in AdWords.

 
Although controversial, I stand by the “Paid Competition” feature in AdWords as a truly useful snapshot. It’s ideal in offering high level insight regarding your competition, and if you use this in combination with SERP analysis, it tells a very important story. This section is especially relevant for localized PPC competition, and careful, regular analysis for this purpose can prove to be incredibly useful. It’s definitely a must have for anyone who wants to run the most competitive PPC campaigns. Take all results with a grain of salt, however; remember that Google has an agenda with the data they are sharing here, and you should not trust it unequivocally. Use other tools and sources to validate the research, and you’ll be miles ahead of your competition.
 

Tip #2: Maintain competitive PPC campaigns by tagging your URLs.

 
Tagging your URLs allows you to accurately track all elements of each page, something that proves to be essential is you have competitive PPC campaigns. Many experts shy away from tagging out of fear of revealing too much information to competitors (tagging URLs can provide others the opportunity to get an inside view into your campaign), but I never advocate operating under fear and paranoia. Most competitors don’t have the sophistication to track your campaign on any granular level, and more importantly, the information you can ascertain through tagging far outweighs the risk of giving too much away.
 

Tip #3: Execute a quarterly competitive analysis.

 
If you don’t know what your competitors are up to, you are severely missing the boat. And that’s definitely something you can’t have if you want highly competitive PPC campaigns. Many marketers assess competition at the start of the initial analysis, and then never go back to reevaluate at any later date. That’s why a quarterly review is so essential. Every time you reanalyze your own marketing approach, take the time to see what folks in your space are doing as well. You may have new, savvy competitors on the scene, or have past peers that are excelling or falling off the map. Regardless, it’s essential that you be aware of their trajectory. For e-commerce sites, this is all the more critical.
 

Tip #4: Be highly detailed as you track your competitors.

 
Competitive analysis should never be a high-level snapshot. Instead, you should be combing through the sites and landing pages of your top competitors just like a customer would. After all, that’s the real basis of setting up competitive PPC campaigns. Note how they handle acquisition and retention along every step, and be aware of techniques they use that outdo yours, and vice versa. There are lots of tools – like WhatRunsWhere – that will aid you in your quest to fully comprehend your competition’s PPC efforts, but the key here is to stay objective at every turn. Remember that no two companies are the same, so if you see tactics that appear to work for any given competitor, don’t automatically assume it will be a slam dunk for you too. Intelligent analysis is key.
 

Tip #5: Study impression share metrics.

 
Impression shares reveal a lot about what’s working and what’s not in paid search, and that’s important information that you need to build competitive PPC campaigns. Impression share stats help you understand why your ads are showing up sparingly throughout the day, and why your competitors may be getting the lion’s share. Google Trends in particular can be very helpful in determining losses due to query flux. If you find your share is lower than you’d like, work on optimizing campaigns that have the lowest impressions by analyzing where the missing clicks would be the least expensive and the most worthy of pursuing.
 
In a nutshell, the key to having competitive PPC campaigns is by understanding your industry trends, and in turn, the actions of your competition. Whether a competitor has hit a winning streak or has fallen from grace, a thorough understanding of how and why they achieved those results gives you a tremendous amount of knowledge for your current and future PPC campaigns. Let your competitors reveal costly mistakes without you needing to follow suit, and additionally, let them inspire you to more creative heights and greatness. Don’t fall prey to fearing your competition; let them be the fuel that drives you to even higher paid search successes.
 

Google AdWords is the best form of PPC Advertising

When it comes to Pay Per Click (PPC) campaign management, Google AdWords is by far the leading product offered in the industry. With a thriving Display Network composed of hundreds of thousands of websites, newspapers and blogs, Google AdWords is the ideal platform for any business interested in exposure and long term online marketing success.

 

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With global search engine market share at 88.2% as of February 2013, Google is a global giant in paid search engine advertising. The company’s AdWords PPC campaign management product is home to hundreds of thousands of advertisers and offers lots of ways to capitalize on fluid market trends.

 

Users have the capacity to reach an audience anywhere online while getting the support required to drive conversions. The platform offers text, image and video formats to best enable users to communicate their message to potential customers. (more…)

Why Google is better than Bing for PPC advertisers

If you’re thinking about investing in a Google AdWords campaign,, you couldn’t make a better decision for your company.  With 67 percent of market share and unmatched capabilities, Google is the clear choice for PPC advertisers.

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Sheer popularity is reason enough to opt for Google, especially if you’re starting to use PPC advertisements. Obviously, the more often people see your advertisement, the more well known your business becomes, and the more users who see your advertisement, the more chances you have for sales.

 

A pay per click campaign with Google AdWords guarantees potential access to a more Internet users than Bing. Google is the default search engine for a lot of browsers and the choice most people make when searching.

 

If you still need some convincing, read on for the top reasons why Google is better than Bing, and any other search engine, for a pay per click campaign. (more…)

What are the Main Advantages of Pay Per Click Advertising?

An updated version of this article is available here. What are the main advantages to be had from marketing your business online via pay per click advertising?

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1. Anything from a local to global audience at the touch of a button

The first top advantage of pay per click advertising is that worth nothing is the fact that you can easily select the focus and scale of your target audience at the click of a button in your pay per click advertising account.

 

If you want to focus your online advertising on a small, localized area, within a few square miles of your business or store, you can choose to do so. If you want to advertise your products or services across more than one continent, you can choose to do so thanks to the technical advantages of pay per click advertising.

 

Being able to geographically target your audience is a huge pay per click advertising advantage, particularly because the boundaries that you set can be changed at any time. There are also lots of other ways to continue targeting your audience, such as their social or cultural preferences which can be gleaned from your audience’s social networking activities for example. (more…)

5 Tips for Creating the Best Image Advertisements

best image advertisementCompared to other forms of advertisements, AdWords’ best image advertisements generates a higher click-through-rate and higher conversion value through their impression rate. After all, people are automatically drawn to images compared to texts. Although it is true that a marketer creating an image advertisement would have to pay a little more for it, the benefits that the best image advertisements can bring to the campaign are more than worth it.

Since an image advertisement will cost a few extra cents, it is best to take note of these 5 tips that will help create the best image advertisements a marketer can make out of a tight budget:

1. Create image advertisements like a movie poster.

It’s not about getting a popular star posing for the advertisement. It’s as simple as using a picture of someone with a pretty face using the product, a happy family enjoying the services, or good-looking peers sharing what the company is offering. Most of the best image advertisements you’ll see bears an image of a person or scene that users can relate with instantly.

In the same way that a movie poster is in tune with its TV trailer and print advertisements, your online AdWords image advertisements should also be aligned with what is advertised offline. Be consistent with your message and branding. If the offline advertisement establishes recall, then this can translate to the image advertisement online.

2. Craft it like a book cover.

The cover of a book usually has a compelling title that urges the reader to turn to the first page of the book. In the case of an image advertisement, a marketer should be witty and keen to use call-to-action phrases that will compel the user to click on the advertisement.

Choose a color scheme compatible with the font color of the texts in the entire image. Think twice before using extremely bright colors that can make reading the text difficult. Try possible color combinations until you get an overall effect that is pleasing to the eye.

3. Play with tools.

Utilize Google AdWords Display Ad Builder. With Display Ad Builder, AdWords image advertisements can be done with images in different sizes keenly put together. Also, there are a lot of templates and animations made available through the Display Ad Builder that a marketer can utilize, allowing you to make some of the best image advertisements that anyone has ever seen.

If you are designing a display image advertisement for desktop browsers, images should be formatted using GIF, JPG, JPEG, PNG, and SWF, and sizes of all files should be limited to 50KB.

The following sizes are supported:

  • 250×250 for a square advertisement.
  • 468×60 for a banner advertisement
  • 728×90 for a leaderboard
  • 300×250 for an inline rectangle advertisement
  • 120×600 for a skyscraper
  • 160×600 for a wide skyscraper
  • 300×600 for a half-page advertisement

Mobile browsers require different sizes and specs. When designing advertisements for mobile browsers, images formatted in GIF, JPG, JPEG and PNG are the only ones accepted.

The following sizes are supported:

  • 320×50 for a leaderboard advertisement
  • 200×250 for a small square advertisement
  • 250×25 for a square image
  • 300×250 for an inline rectangle image

Be sure to choose the correct device setting for the campaign if the advertisement is meant to show on mobile devices. Otherwise, the quality of the image and the way it is displayed will be compromised.

4. Be Positive about Remarketing.

Remarketing is one feature of paid search marketing where advertisements are only shown to people who have previously visited the advertiser’s website and are currently visiting a page on the Google Display Network.

Remarketing is done through tagging an AdWords code to the entire image advertisement on the website. As soon as the images are tagged with this code, AdWords is prompted to save whoever visited the site to its “Homepage List”. Consequently, when this visitor visits another page in the Google Display Network, the image advertisement will re-appear. An image advertisement tagged with a Remarketing code will surely promote awareness and recall for the campaign.

5. Know the Rules.

In creating the best image advertisements, it is very important to abide by the rules and policies. Google AdWords’ rules on image advertisements are as follows:

  • The text on the image advertisements must adhere to editorial policy guidelines
  • A display URL is NOT necessary in an upload image.
  • Image advertisements are NOT allowed to be rotated or inverted
  • Image advertisements must be rated family-safe only.
  • Image advertisements must be clear and readable
  • NO mock animated features may be included in an image ad

For people interested in creating some of the best image advertisements for their company, they can contact Webrageous Studios. Webrageous is the most dependable paid search management company for people who want the best image advertisements for the Google Display Network.

What are the main advantages of Local-Mobile advertising via Google AdWords?

According to xAD 2012 year-in-review report almost 95% of advertisers are now using location targeting with their advertisements. The year-in-review presented interesting statistics as follows:

  • Place-based targeting was the most popular form of audience targeting, leveraged in 67% of campaigns.

  • Only 20% of advertisers use behavioral targeting although it grew 212% between Q1 and Q4, faster than any other form.

  • Advertisers’ use of standard geo-targeting (zip, city, DMA) dropped from 64% in Q1 to just 13% in Q4.

  • Advertisers using geo-fencing and geo-specific behavior targeting tripled from 27% to 81%.

Google AdWords is very much aware of these changes with the user behavior and the need for advertisers to have more options when designing local-mobile campaigns. With this, Google launched its AdWords Enhanced Campaigns. (more…)

PPC remarketing campaigns… what are the top three things to consider?

Google Adwords technology offers advertisers the unique opportunity to “remarket” or continue to target individuals who have already visited their website. Skillful remarketing can help your PPC campaign generate more conversions in a number of ways.

In the world of Pay Per Click, impressions (or views of your advertisements) are the foundation of any successful conversion rate. Remarketing is an excellent strategy to increase conversions through repeatedly displaying advertisements to someone who demonstrated interest by visiting your website.

The remarketing feature gives you the power to further connect with an individual who, for whatever reason, did not complete a purchase. Remarketing helps you to share special offers and other relevant advertisements even when they have turned to other websites on the Google Display Network. Potentially, you can even remarket to prospective clients while they browse the website of your stiffest competition (granted they are members of the Google Display Network).

A skillful Pay Per Click advertising expert will create a special series of advertisements just for remarketing campaigns. Quite often they include compelling offers and further encouragement to go back to his or her website and make a purchase.

Read the connecting article about ppc remarketing strategies for more information and advice about running a remarketing campaign before you actually go to launch.

 

3 PPC Marketing Improvements for Your Website that Google Loves

If there’s one common catch phrase you’ll hear from Pay Per Click (PPC) advertisers everywhere, it’s ‘Optimize your Website’. After all, everybody is after the same thing — higher page rank and quality scores. Therefore, creating the kind of website that Google algorithms would love has become one of the most important aspects of PPC. With this said, people are always on the lookout for PPC marketing improvements that could turn their websites around so that they can eventually get lower costs per click and start working towards better rankings on search engine results pages.
 
So do you do all these? What PPC marketing improvements could you apply to help you start meeting your goals? Improving your website to make your PPC campaign work better would mean getting rid of bad links that may possibly be on your pages. This also means updating your website regularly, something you can do by adding fresh content or revamping the old ones. Of course, optimization is always going to be part of the process, and this covers almost everything in your website, from the text on your landing page to the tags that you use.
 
ppc marketing improvementsA more thorough explanation on these PPC marketing improvements can be accessed through this link . These steps would help get you into Google’s good graces and allow you to boost your PPC campaign’s performance.
 

Local and National Pay Per Click campaigns are different because…

When deciding what kind of Pay Per Click (PPC) campaign is best for your business,  whether local or national, it’s critical that you analyze your  target audience. Where are your customers coming from? What is the best platform  that will enable you to engage them?  Is it best to advertise at the district, state or regional level?

Local and national campaigns give paid search experts the room to make these decisions. Local campaigns offer advertisers the option of showing their advertisements  in a narrower geographic area, such as a city.

Where these advertisements are shown is fully determined by the advertisers. National campaigns are PPC campaigns that are shown across the country. These campaigns do not target specific states or regions. Find out more about the differences between local and national pay per click campaigns by reading the article, Important Differences between Local and National PPC Campaigns, on the Webrageous website.

 

Multilingual PPC campaigns: 5 things to avoid!

Creating multilingual ppc campaigns can allow your business to enter new and profitable markets.

However, there are many critical issues to keep in mind when you make the linguistic jump. Read about the top five things to avoid when aiming to run an effective multilingual PPC campaign in the connecting article, 5 Common Errors found in Foreign Language PPC Campaigns, on the Webrageous website.

How does a PPC advertising beginner make good optimization decisions?

The journey into paid search advertising or bidding on display networks can be a little frustrating to many new AdWords users. Beginners keen on making progress in their advertising should focus on several key areas in PPC campaign development.

Below are four tips to help even the most inexperienced PPC advertisers optimize their accounts.

Optimize advertisement text

Though PPC campaigns on the Display Network can also include video and image advertisements, it is the accompanying text that contains the call to action. PPC advertisements should be crafted in a creative way that drives the user towards your website. The words used should be attractive to your ideal customers and unappealing to everyone else. Including prices or descriptive words such as “affordable or premium” can give your audience an idea of whether or not the product or service is suitable for them. This is a fine art, so start practicing your pitch. (more…)

Why Google AdWords is the best form of PPC Advertising

When it comes to Pay Per Click (PPC) campaign management, Google AdWords is by far the leading product offered in the industry. With a thriving Display Network composed of hundreds of thousands of websites and blogs, Google AdWords is the ideal platform and the best form of PPC Advertising for any business interested in exposure and long term online marketing success.

The Best Form of PPC Advertising

best form of PPC AdvertisingWith global search engine market share at 88.2% as of February 2013, Google is a global giant in paid search engine advertising. The company’s AdWords PPC campaign management product is home to hundreds of thousands of advertisers and offers lots of ways to capitalize on fluid market trends, making it, undoubtedly, the best form of PPC Advertising.
 
Users have the capacity to reach an audience anywhere online while getting the support required to drive conversions. The platform offers text, image and video formats to best enable users to communicate their message to potential customers.

Context and targeting

With the right PPC management experts at your side, your firm will be able to utilize Google’s contextual targeting technology which can match your advertisements to the most relevant web pages in the Google Display Network. For more autonomy, Google allows advertisers the option to bid for spaces on specific websites that they would like their advertisements to appear. For example, if your business sells household items, you may select an online magazine popular among your customers.

More Opportunities for Analysis

The Google Adwords product also gives advertisers many avenues to test the performance of their campaign and in the ‘Opportunities’ tab there are a slew of suggestions on how to optimize. Google’s Placement Performance Report can give your business the chance to review advertising performance on every single site you choose. You can view impressions, clicks, costs, and conversion data and therefore determine where to target more or less aggressively. You can’t get that anywhere else outside the best form of PPC advertising.
 
Google AdWords is also extremely flexible when it comes to your budget restrictions. For starters, there is no minimum spending requirement to restrict you at any point; you completely determine the financial direction you want to take. It is important to note that you can change your daily budget at any time. Google will suggest a recommended daily budget based on a number of factors including the strength of your keyword selection. This recommended budget is a mere guideline and is not compulsory.
 
On the Google Search Network charges are made only if someone clicks on the advertisement. The charge is called your ‘cost per click’. Advertisers can also opt into the Google Display Network where their advertisements are shown on an array of newspaper websites, blogs and other popular web pages. Advertisers here are charged per thousand impression (views) or CPM. Both CPC and CPM can be lowered by using a set of strategies that include optimizing landing page and keyword selection. Seeing huge results at lower costs, that definitely the mark of the best form of PPC advertising there is.

Lower Costs, Higher Rankings

If you want to enter the world of PPC advertising it pays to do so on a firm foundation. This means finding the most lucrative, dynamic and engaging platform to interact with users and increase your exposure.
 
Here at Webrageous we can guarantee you 100% that this platform is Google Adwords. Because we know that we can’t let any of your clients down, we work only with the best form of PPC advertising, the only way for our clients to stay happy with what they see. And when we’re talking about the best form of PPC advertising, you know that it has to be Google AdWords.

The iPad, the cell phone or the laptop? Which is the best device for your PPC campaign?

While 2013 is considered the Year of the Snake by Chinese astrologers, for Pay Per Click (PPC) campaign managers advertising on the Google Display and Search Networks, it may as well be known as  the Year of the Tablet.

Last year  128 million of these devices were shipped, an increase of 78% since 2011. PPC campaign managers must engage these as well as mobile users in 2013 as they represent a large and promising  slice of potential conversions.

Integration of devices

Google has recognized the importance of the tablet market as well as the similarities between tablets and desktop computers. In both cases, the display settings are quite comparable as website surfing on tablets offers the same look and feel as the desktop computer experience. The similarities also mean that people search the same way on both devices, often utilizing the same type and number of keywords. In the future the two will become one, with tablet bidding merging seamlessly into desktop campaigns. (more…)

3 Ways PPC Campaigns are Destroyed Using Unnatural Links

Advertising on the Google Search Network through Google Adwords can help your business to generate traffic and conversions on your website while building brand power. Google uses an algorithm to determine the PageRank of your website which, among other factors, is determined by the quantity, quality and relevance of the links other websites make to yours.
 
unnatural linksRecently Google announced that it would be streamlining activities it deemed as “unnatural links schemes”. Essentially, this is any behavior that manipulates links to your website or outgoing links from your site. It’s a broad definition but the company clarified by giving users a detailed list of these activities.
 
As expected, practices that were considered unfavorable included exchanging money, services or products for links, using excessive link exchanging or “link to me and I’ll link to you”, linking to spammers or unrelated websites to improve PageRank and utilizing automated programmes to create links to your website.
 
If these links are not removed, your company risks being banned from the Google Search Network and paid search with Google Adwords. Though removing these links can be a challenging process, it is a necessary one if you are to safeguard your PPC campaign. (more…)