5 PPC Features for AdWords to Try in 2016

adwords-PPC-features

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

Customer Match

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

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

Remarketing Lists For Search Ads

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

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

Video Ads

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

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

Call-Only Ads

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

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

Ad Customizers

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

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

Taking Your PPC Campaigns to the Next Level with Webrageous

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

Image Source: Pixabay

 

6 Tips for Improving Call Rates for Google AdWords

PPC call rate
Getting potential customers to reach out to your company with a phone call can be a critical step in the sales process. If you’re running
call-only ad campaigns or want to boost the number of call conversions you get from your existing PPC campaigns, improving you call rate for your Google AdWords campaigns can be an effective way to persuade your audience to pick up the phone and call your business. Whether you’re already following our best practices for running call-only campaigns, or if you’re just getting started with optimizing your PPC campaigns, these six tips for improving call rate will help take your AdWords campaigns to the next level. 

With the shift to mobile it is more critical than ever to optimize for calls. Users don’t like to fill out contact forms on smart phones if they can avoid it. And if you are pushing calls your overall conversion rates will increase. Take a look at some recent results for a personal injury attorney. You will see how calls are driving over 90% of their conversions. Users are presented with the option to fill out a form or call. While the cost per lead will seem high for many people outside of legal advertising these are very good numbers for personal injury advertising.

Optimize Google AdWords to promote calls

1. Think Beyond the Ad and Optimize Your Website for Calls

Improving call rate involves more than just adding a phone number to your PPC ads. Your website and landing pages should also be optimized to prompt customers to call you. Conversion rate experts assert that reducing friction to finding information drives higher conversion rates. If improving your call rate is the priority for your marketing efforts, be sure to make it as easy as possible for customers to find your phone number on your website. On our own website, we follow this practice by placing our phone number at the top of our homepage. This makes it easy for new clients to quickly make contact with the Google AdWords experts at Webrageous. 

webrageous call rate

2. Leverage Click-to-Call Ad Extensions

One of the best ways to garner more call conversions is to focus on mobile PPC. Because many mobile PPC users don’t have to switch devices to make a call, mobile is an ideal channel for improving your conversion rate. In particular, the Click-to-Call Ad Extension makes it dead-simple for smartphone users to call your company with a single click. According to Google, adding a call extension to your mobile ads can increase conversions by 6-8% on average. If you’re running mobile PPC ads but aren’t using this valuable extension, you are likely missing out on potential customers.              

3. Match Your CTA to Your Call’s Goal

Your language should echo the action you want your audience to take. Using phrases like “call now” or “speak to an expert” in your ad copy gives a clear message about the action you want your viewers to take. In addition to using language that will trigger the right action, your CTA should express the value of the call to the caller. Call conversions can represent a larger commitment on the lead’s part than other conversion types. They require the individual to commit to speaking with your company directly and immediately, rather than at their own pace. Make sure that your CTAs give some context as to what a prospective customer can expect from the call. Are you offering more general information about your business offerings? Or should prospects call only when they’re ready to make a purchase, or to ask for pricing information? Craft your CTA to make sure that your audience will know what they’re in for when they decide to call. That clarity will help convince them that making the call will be worth their time.

4. Know Your Audience’s Schedule

Digging into your audience’s behaviors is an effective method for improving call rate. Be sure to consider the best time to call from the perspective of your customers. To get a sense of your customers’ preferred times for calling, dive into your CTR and conversion data in Google AdWords. You can also use that information to A/B test what times and days your audience is most responsive.

To ensure that your audience truly converts, you need to have someone available to pick up the phone when a potential customer calls. For example, if you see an influx of calls during your office lunch hour because people are calling in on their lunch hour, consider putting someone on phone-answering duty to intercept any potential customers who call during that time.

5. Focus Ad Spend During Optimal Calling Hours

Boosting your PPC call rate is only one part of the campaign equation. Call conversions are inherently more time-sensitive than other forms of PPC conversion. Once you have a good sense of when your audience is most responsive, focus your bidding strategy on serving ads during the “hottest” times of the day and week for your target audience. Scheduling your call-focused campaigns to bid more (or exclusively) during times that you’ll be able to answer calls is key to running a successful campaign without wasting ad spend. You can use AdWords ad scheduling functionality, also known as dayparting, to focus your bids on the hours that you know you’ll be ready to receive calls.

6. Get a Good Look at Click-to-Call Metrics

Do you know which ads are getting you the most calls? Which ones are falling flat? Part of refining your call conversion strategy is keeping a close eye on what works and what doesn’t work. Be sure to take a data-driven approach and make sure that you’re tracking the right metrics to gauge the success of your call-based campaigns. Understanding what information is vital to the success of your campaigns can make or break PPC campaigns. This analytical approach is where PPC management firms like Webrageous can truly make an impact on your campaign. Our PPC experts have extensive experience analyzing AdWords metrics and performance.

Taking Your PPC Call Rate to the Next Level with Webrageous

If you’re aiming for a higher call conversion rate and aren’t seeing results on your own, we can help. Webrageous specializes in optimizing PPC campaigns to give our clients the best possible results for their advertising dollar. Contact us today to learn more about how Webrageous can give your call-based PPC campaigns a boost and help you see real returns from your campaigns.

Header photo credit: Flickr, Steven Lilley

Best Practices for Running Call Only Ad Campaigns

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

The Challenges and Benefits of Call Only Campaigns

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

One highly unfortunate policy is advertisers being charged if someone clicks on the ad but then is presented with the confirmation that they really want to call that advertiser. If the user abandons at this point and never initiates to call the advertiser is still charged! This is grossly unfair in my opinion. Even still, click to call still works great.

Click to call seems to work best when people really want to call and talk to a live person. For example, our personal injury attorneys do extremely well. Imagine you have had a car accident. You don’t want to fill out a contact form on your tiny mobile screen when you are waiting for the police on the side of the highway after someone just rear-ended you. You just want to talk to an attorney. The cost per lead for personal injury attorneys is fabulous with click to call. It wasn’t working quite as well for one of our clients were it’s a much more visual service. Without seeing some types of products or services you just won’t be able to convert callers successfully.

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

Best Practices for Call Only PPC Campaigns that Convert

1. Don’t Rely On Broad Match Keywords

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

2. Run Call Only Ads During Business Hours

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

3. Track Call Length at the Keyword Level

We use callrail.com and have had great success tracking at the keyword level to see which keywords generate longer calls. Usually longer calls indicate better quality calls. Here is an example from a weekly report we sent to one of our bankruptcy attorney clients:

4. Include a Targeted CTA

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

5. Improve Your Quality Score

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

6. Aim for the Top 2 Positions

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

6. Get your Settings Right

It should be easier to get the settings right. There are a few curveballs you need to be aware of.

  1. Don’t forget to pause (or not have any) regular ads in a call only campaign. Otherwise the regular ads will show most of the time instead of the call only ads.
  2. In the settings tab make sure the settings look like this:3. Check out your ads tab and make sure things look like this:

Getting the Most Out of Call Only Ad Campaigns

60 day free trial of AdWords PPC managementUsed correctly, call only PPC campaigns can be a highly effective and profitable tool to add to your advertising arsenal. But without experience, they can be an expensive and time-consuming drain on your resources. Be sure that you’re getting the very best results possible from your call only ad campaigns by letting Webrageous manage them for you. Our team has years of experience managing campaigns with Adwords and can navigate the challenging call-only space for you. Call Webrageous today at 800-645-9521 to see how we can bring you the results you want from your digital advertising campaigns. And don’t forget to check out our 60 day risk-free trial page. No other PPC management company we are aware of in the industry has this unique and generous offer.