Category Archives for "Google AdWords Performance"

Feb 23

32 Ways To Improve Your AdWords Quality Scores [Infographic]

By Laura Kimball | Google AdWords Performance , Search Engine Marketing

Improve Your AdWords Quality Scores

Are you making the most of your ad budget?

You already know that there are many ways to improve your PPC performance, but improving your AdWords Quality Scores should always be a priority! Having low quality scores can impact your bottom line by effecting how much you pay per click, but it can also prevent your ad from showing up all together. If you are not paying attention, odds are your competition is…

So here are 32 ways to get you started!

32 Ways To Improve Your AdWords Quality Scores

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We hope you found some new answers here. Please let us know what works for you by leaving us a comment.

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Feb 13

Using Negative Keywords – The Right Way to Reduce Wasted Spending

By Laura Kimball | Google AdWords Performance , Internet Marketing , Paid Search Campaign Performance

One of the best ways to reduce unnecessary spend is by using Negative Keywords, especially if you are using Broad Match type for your campaigns. Your marketing plan should always be focused on getting the right message to the right audience.

Benefits -Improve your click-through rates (CTR’s), reduce your average cost-per-click (CPC) and boost your ROI!

Negative Keywords Benefits

Negative Keywords can be set at either the Account Level for keywords that are generic and will never apply to your promotions or at the Campaign or Ad Group level depending upon the provider.

There are two main reasons to exclude keyword:

  1. Keywords that you know don’t apply to your promotions.
  2. Keywords that are underperforming that may affect your Quality Score.

Google AdWords Example:

AccountAdWords Account Negative Keyword

Campaign or Ad GroupAdWords Campaign Negative Keyword

The best way to find keywords that may be eating into your budget is to use the AdWords Query Report which can be found under the dimensions tab and then selecting Search Terms in the view section.

AdWords Search Query Report

ClickMeasure Example:

There is an easier way to find those pesky keywords if you are using a campaign management system such as ClickMeasure Pro that has a built in Negative Keyword Tool which automatically provides a suggested list of exclusions.

Click Measure Negative Keyword Tool

Either way you should perform a regular check for suspect keywords that should be eliminated. Pay particular attention to underperforming triggers that cause low CTR’s, as well as those that fall into the common sense category.

We wish you the best in all your marketing efforts.

Please let us know how using negative keywords are working for you.

Jan 28

Mastering AdWords PPC with Campaigns That Turn Clicks INTO Customers

By Laura Kimball | Ad Management , Ad Strategy , Google AdWords Performance , Internet Marketing

Introducing a new series, ‘Mastering AdWords PPC’ that we have put together to help those struggling with the challenges of managing their Google AdWords accounts.  Get everything you need to know about creating and optimizing your campaigns leveraging the latest available features delivered in 4 weekly parts. This series is organized to get you up to speed as quickly as possible.

HERE’S WHAT YOU’LL GET

30days_mastering_ppc

WEEK 1 – Creating a solid foundation with the right campaign structure

WEEK 2 – Improving your ‘Quality Scores’ & Optimizing your Budgets

WEEK 3 – Landing Page & Ad Optimization with A/B Testing

WEEK 4 – Create a scheduled optimization plan for future growth

In this guide you will find detailed instructions on how to improve your  Google AdWords Campaigns and save money on your paid search advertising  by lowering your average cost per click.

The 30 Day Plan includes strategic topics that are prioritized to get your campaigns delivering the best ROI possible. We answer the most popular questions and show you what to look for while managing your campaigns.

Topics Include:

  • Establishing KPI’s That Make Sense – setting the right campaign goals that align with you business objectives.
  • Understanding Your Audience – how to create buyers persona’s and answer the most pertinent questions. Who are they? What do they want? How do they find their information? What is their key motivator?
  • Creating a Solid Campaign Structure with AdWords ‘Best Practices’ in mind.
  • Search VS Display Campaigns – an outline of how to create the right type of campaign for your network.
  • Using the Right Ad Types For the type of content you are promoting and the type of audience you wish to reach.
  • Making the Most of ‘AdWords’ Features with Advanced Tactics for Remarketing, Targeting, Sitelinks, and Bid Modifiers.
  • Setting Up Your Analytics with the Right Campaign Tracking
  • Recovering from a Troubled Account – a detailed look at the corrective options available for an account that has been historically underperforming. A step by step guide on how to decide if you should start over or implement changes.

We are dedicated to helping you get the most out of your advertising dollar. Get started today with the 30 day plan!

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Nov 25

Get More Chances with Your Customers Using Google AdWords Remarketing

By Laura Kimball | Ad Strategy , Google AdWords Performance , Internet Marketing , Paid Search Campaign Performance

Do you want to get more chances with your potential customers? Perhaps the answer is  Remarketing! Google AdWords Remarketing works by showing ads to visitors who previously visited your website giving you a second chance to make an impression.  A visitor comes to your website, did not complete a conversion or abandoned a shopping cart, you add them to your list and they see your ads on other websites.

Remarketing works best for websites that already receive a fair amount of traffic!

For a Google AdWords Display Campaign you must have a list of at least 100 ‘cookied’ and 1000 for a Search Campaign.

You should have a specific/relevant offer in mind and be looking to increase brand awareness. Your campaigns should be as specific as possible based upon what the user did when they first visited your website. Remember you’re looking at a second, third or fourth chance to get in front of your potential customer.

As the visitor sees your ad on other sites you increase the odds that they will return and complete a conversion which is exactly what you want to happen.

Here’s how to get started with Remarketing

Remarketing

First, you must create a remarketing list which can be as simple as selecting all visitors or you can use rules to create a more sophisticated  list, such as people visited a certain page on your site. Once you have created your list and added the tracking code to your website you must now create a campaign.

Create a new campaign and determine if you will use search or display. For display simply use “Display Network only – Remarketing” as your campaign type. If you are using a remarketing campaign with Search you must select “Search Network – All Features” in order to use a remarketing list for search ads. After you add an Ad Group you can then attach the remarketing list and your campaign will begin.

Remarketing can be a very effective way of increasing your conversions.

Nov 13

How to Use Google AdWords Ad Extensions to Improve Your Ad Rank

By Laura Kimball | Ad Management , Ad Strategy , Google AdWords Performance , Internet Marketing , Paid Search Campaign Performance , PPC Advertising , Search Engine Marketing

Why should you use Ad Extensions? You have probably heard several weeks ago that Google added Ad Extensions and Formats as part of their ad rank which now makes it essential for you to implement extensions as part of your campaigns. Winning an ad placement went from Quality Score + Bid = WIN to Quality Score + Bid + Impact of Extensions = WIN.

Google AdWords Ad Ranking

So where do you start? You need to create a variety of extensions in your campaigns and Google will pick which ones to use depending on what they believe will have the most impact. Keep in mind not all positions will include an extension, typically only above search results which tend to have a higher CPC to begin with.

First here is a breakdown of Ad Extensions:

Locations: You can link a Google Places address or create an address manually.

Call: Add a phone number for your campaign or ad group. You can also select all devices, Desktop and tablets, or Mobile devices only. If you want to use call reporting you must use a Google Forwarding Number(Google Voice).

This feature is currently only available in U.S., U.K., France, and Germany.

Sitelinks: You can create up to 20 custom links by defining the link text and destination.

Example:  Home, Stores, On Sale, Support, Products, About Us

Social: Add a Google + page.

Dynamic Search: This extension uses your website content to target your ads.

Apps: Target either Google Play or Apple App Store to promote your application.

Review: Promote third party review links.

lakerstickets

What does Google like to see? You can create any combination of the above extensions and simply add them to a campaign or ad group. Google will decide which extension to display based on what they feel is relevant and will produce the highest click-through-rate.

Oct 29

Your Complete Google AdWords Audit

By Laura Kimball | Ad Management , Ad Strategy , Google AdWords Performance , Internet Marketing , PPC Advertising , Search Engine Marketing

Complete your Google AdWords Audit to see where you can improve your campaign performance. Anyone looking to promote a website understands that Google AdWords can be an excellent way to drive traffic and increase your sales if done the right way. It can also be a very expensive way to fail if you don’t manage your campaigns.

Google AdWords ChecklistManaging a PPC campaign can be rather exciting and very rewarding when it all goes well. It can also become very costly if it is not done properly.

Here is a great way to start by finding out if your campaigns are set up for success. Simply follow the checklist below.

General Campaign Strategy

  • Do you organize your campaigns with logical/descriptive names that are easy to follow?
  • Are you making the most of targeting settings? You should leverage devices, location and time of day.
  • Do you have remarketing specific campaigns?
  • Do you include ad extensions? This is now part of Google’s new algorithm for its ad rank calculation.
  • Do you have campaigns specifically for branded terms? If you are not bidding on your own brand odds are your competitors will.
  • Do you use negative keywords to eliminate unnecessary clicks?
  • Do you have your campaigns separated by Search and Display? These are two very different types of campaigns and should never be combined. Besides being able to control your bids effectively you must also consider the difference in your visitor. A click coming from search is already looking for what you have to offer. A visitor coming from a display network may have never heard of you before seeing your ad and therefore requires a different type of landing page/offer entirely.
  • Do your display ads include a variety of banner sizes?

Must Haves for Ad Groups

  • Do you organize your ad groups with logical/descriptive names that are easy to follow?
  • Are you taking advantage of ad group settings?
  • Do you limit your keywords to 20 or less to promote themes with ad copy?
  • Do you use negative keywords to eliminate unnecessary overlap between ad groups?

Ad Essentials

  • Do all your ads align with your keywords for relevance? Does the ad clearly promote the keyword?
  • Have you checked all of your destination URL’s for landing page relevance? Does the landing page follow the theme?
  • Do you include proper analytic tracking for your destination URL’s ?
  • Do you include at least two ads in each group for A/B testing?
  • If you are using a display ad have you included ads for all available sizes?
  • Do you monitor for ad position and CTR’s?

Keywords Mechanics

  • Do you use keyword research tools to discover competition, # of searches and costs before you implement them?
  • Are you leveraging the right match types to achieve the desired results?
  • Do you monitor your Quality Score for each keyword? QS includes Landing Page Relevance, Click Through Rates, Ad to Keyword Relevance and several other miscellaneous factors.
  • Is your landing page to keyword relevance where it should be?
  • Do you use query reports or negative keywords tools to discover possible negative keywords that should be added?

Landing Pages Fundamentals

  • Do your landing pages follow industry best practices?
  • Do you have multiple landing pages for A/B testing?
  • Does your offer and call to action do the job?
  • Does your landing page pass the blink test? If you can’t clearly identify the intent by the time you blink you should consider improving your landing page.
  • Do you have separate landing pages for each type of offer?
  • Do you have separate landing pages for each type of device?

Analyze and Understand Your Metrics

  • Do you have a regular schedule to analyze your reports?
  • Does your average cost per click align with your company goals?
  • Do you understand your conversions?
  • Do you measure clicks vs. conversions?
  • Do you look for changes in key areas such as cost per click, position, click-through-rates?
  • Do you analyze your landing page activity to look for improvements?

We understand that managing PPC campaigns can be a complicated and challenging endeavor. If you start with a good foundation you greatly increase the odds that your ads will perform well. Having a well organized campaign will also reduce the amount of time required to maintain your campaigns which will make everyone happy!

You may also download the PDF version, here.

Sep 07

Turning Clicks into Customers with Google Adwords

By Laura Kimball | Google AdWords Performance

Are you making the most out of your Google AdWord Campaigns? Want to discover how to improve your Google AdWords performance? Here’s a nice Infographic which shows you the prime areas for improvement, step-by-step!

We hope you enjoy this information. Please feel free to share it as you like!

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clicks_to_customers

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