Dec 07

Top 10 Google AdWords Features That Can Improve Your PPC Campaigns [Infographic]

By Laura Kimball | Ad Strategy , PPC Advertising

This year marked substantial changes in the PPC industry, Google alone has been busy cranking out changes like no body’s business. Do you know if you are using the latest Google AdWords features to your best advantage? We are here to keep you in the loop!

It seems as if you blinked or took a quick vacation this year, you may have missed some important changes in the Google AdWords system. The days of the set it and forget it approach to managing your campaigns has been over for quite some time. To make your life easier we have created a list of the latest feature available to keep you up to date.

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

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Dec 02

5 Tips for Writing Effective PPC Ad Copy

By Laura Kimball | Ad Strategy , Internet Marketing , PPC Advertising , Search Engine Marketing

Coming up with fresh ideas on how to create ads that convert can become a never ending task so here are my 5 top tips to help keep you inspired. Before we begin let’s breakdown the elements that make up the perfect PPC Ad Copy. It all starts with the attention getting headline. The offer itself and the almighty call-to-action is also important. Writing enticing ad copy that also follows your keyword relevance is always a challenge. You must ensure that all your copy aligns with what your customer is expecting and is directly related to your keyword, your offer and your landing page.

Here are a few tips to get you started:

  1. Know your competition! Do your research to understand what you’re up against.
  2. Keep it simple. We have a tendency to over complicate the message when a simple straight forward approach often times works best.
  3. Create an emotional response which establishes a connection and inspires action.
  4. Have a clear compelling offer and call-to-action that explains exactly what you deliver.
  5. Make your words count. Limit your abbreviations and technical jargon while keeping your ad relevant.

The right combination can make a big difference in your click-through-rates. Headlines are especially important as this is the attention grabber. If you don’t get them hooked instantly your odds of persuading a click go downhill fast. Get their attention quick and reel them in with a great description that quickly identifies your offer.

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You need to answer the following questions. What sets you apart from the competition? Why should they buy your product instead of someone else’s? What do you have that no one else does? Describe your offer – Free Trial, Get a Demo, Free Shipping and invite them to complete the action. Make it easy for the user to get what they need and you see a great improvement in your ad performance.

You should continually test at least 2 ads for any given ad group, keeping the best performing ads while rotating new ads into the testing mix. Ads that have a higher CTR will improve your quality scores and will reduce your CPC saving you money.

Leave us a comment and let us know what works best for you.

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.

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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.

Oct 15

5 Easy Steps To Improve Your Branding Online

By Laura Kimball | Internet Marketing

Here is a quick video which shows you five easy steps to improve your branding. Improve your branding with these easy steps.

Step 1 – Create Great Content

Step 2 – Use Social to Share

Step 3 – Combine Search SEO and PPC

Step 4 – Collect Contact Information

Step 5 – Leverage Email Campaigns

Your goal is simple get more traffic & turn that traffic into customers.

Create great content then distribute that content by using social to share it,  in combination with search using SEO and PPC to get the most bang for your buck. Collect Contact Information wherever possible and leverage email campaigns to reach all of those customers that didn’t convert on their first visit.

Most marketing strategies work best when all the pieces fit together.  Step one create all that great content with some of these promotional ideas,

  • Industry Reports
  • How-to Guides
  • e-books
  • Case Studies
  • Webinars
  • White Papers,
  • Success Stories
  • Testimonials,
  • Guest Blog Post
  • and of course your actual website itself

Make sure that you create content in a variety of different formats such as PDF and videos to make sure that people have options in how they get their content.

Start sharing that content on social networks with social there are so many options to consider in today’s environment that you really have a great opportunity to reach a broad audience in a very short period of time and of course focus on social networks for your customers frequent. What works for you depends on your products and your target audience  know where your customers go and create a presence  in each location whether you focus on LinkedIn, Facebook, Twitter or Pinterest depends on whether your B2B or B2C. Social is a great place to establish brand awareness.

Utilize search for both SEO and PPC, in other words organic or natural search and paid search.  So how do you get in front of your customers when they are looking for what you have to offer? That’s where search comes in… All that great content comes in handy when it comes to search combine your keyword efforts with that SEO and paid search to get the most options.

So let’s take a look at what SEO really is… That’s everything that appears in the organic search section, everything that is not advertising. Paid Search or PPC is everything that shows in the upper section above organic or to the right.

You should never miss an opportunity to grow a contact list. Everything from your e-book or download the articles pages, blog subscriptions that visitors have signed up for or a schedule a demo and you have now created that great contact list to use for your email campaigns.

Take advantage of that list to create campaigns that are designed to reach your audience in exactly where they are in the buying process. If they have signed up for a How-To Guide, make sure you offer them further information, make sure that you offer them a next step. Progress them through the buying process.

Improve your branding with these easy steps. Create great content, use social to share your content, combine SEO and PPC for additional exposure, collect contact information and leverage email campaigns for a second chance to reach out to visitors that did not convert on their first visit.

Once you get a routine that works it’s a matter of rinse and repeat!

Sep 24

Special Offer from ClickMeasure Pro

By Laura Kimball | Paid Search Campaign Performance , PPC Advertising , Search Engine Marketing

Winter is here and there has never been a better time to save money on your Google AdWords! Whether you are ramping up for the holidays, promoting seasonal items or just want to get a handle on your campaigns we are here to help. Not all ads are created equal. The same ad can cost you more if you don’t have favorable quality scores. There are always opportunities to weed out the aspects of your campaigns that are eating into your budget with ads that are not performing or eliminating keywords coming from queries that don’t pertain to your audience.

Let us save you time by automatically generating your hit list! Get started now and see how quickly you can start saving money.

We have a risk-free 30 day, no hassle money back guarantee. If for any reason you are not completely satisfied just let us know and we’ll be happy to refund your payment. To save you even more money we are offering a 20% discount off your first 3 months, just use promo code WINTER when you sign up.

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Sep 19

Discover Ad Types That Work For YOU! [Infographic]

By Laura Kimball | Ad Strategy , Internet Marketing

Selecting the right ad types can make a significant difference in your campaign performance. Discover how to pick the right ads for your audience.

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Discover Ad Types that Work For You

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Sep 16

In Quest of Finding the Perfect Customer

By Laura Kimball | Lead Generation

Create the RIGHT message by defining a target market & buyer persona.

Target Buyers PersonaIt is all too often that we have this image in mind of what it is that our perfect customer looks like. You may have taken formal steps to document your vision of such person through formal processes such as creating buyer persona’s or just brainstorming on who it is that will actually buy your product. In any case it is very similar to the old day dream of fantasizing about the perfect mate. That vision may go something like this, must be 6 feet tall, have blond hair and blue eyes, be athletic, etc… Then you happen to meet this guy out of nowhere that has brown hair and not a clue who your favorite sports team is but for some reason you hit it off and ten years later you’re driving a minivan taking your 1.2 kids to their favorite after school activity. So what happened? And before you ask, no this story is not about me as I would never drive a minivan!

There is always a gap between perception and reality. No matter how closely you envision your customers details there will always be some sliver of disconnect between your perception and reality. The goal is to gain as many accuracies as humanly possible to ensure that the message you are sending meets with its intended target.  This may vary tremendously on what exactly you are trying to market but in every case success comes from boiling down the commonalities.  The universal fact is that they all want what you happen to be selling!

All kidding aside let’s go back to the topic of persona’s and why it is important to formalize your perception of the ideal customer. First, the purpose of formalizing a persona is to identify the basic elements that make up your so called ‘ideal’ customer in terms of their demographics and online behavior including motivating triggers to help identify and socialize this representation. Once you have identified your average customer it is easier to move on to creating the properly messaging and experience targeting your imaginary customer.

One of my previous clients always used Bob as our example and in every conversation each scenario was about what would “Bob” do? A day in the life of Bob had to be a part of every concept from beginning to end. This made it very easy to communicate amongst the team once everyone participating understood who exactly Bob represented. You can clearly and easily create messages targeted to what Bob will need to convince him to purchase your widgets. Persona’s can provide an invaluable tool to remove communication barriers between team members and serve as a centering device to keep everyone on task.

Define Your Target Customer

Creating a persona may be easier than it sounds. It is important to identify the key elements that make up your ideal customers. Who are they? What do they want? How do they find their information? What is their key motivator?

Persona’s should include a combination of information such as the following:

  • Personal preferences relative to interests, attitudes, and opinions of the individual, such facts as lifestyle preferences , likes and dislikes, as well as motivational factors should be determined.
  • Demographic and background information such data as age, gender, income, occupation, education, or religion.
  • Shopping habits should be clearly identified. Where does someone go to find your product?

Your foundation should be data related. Build on what you can prove and add layer by layer as information becomes available. If you have an existing customer base take the time to interview what you consider a cross section. If you are just starting much of your buyers information will be based upon assumptions of what you think your buying will look like. This is a process that should evolve over time but you have to start somewhere.

Tailor Your Message

Now that you understand a bit about your target customer we can talk about ways to send the right message. You’re selling widgets. The best darn widgets ever invented which happen to come in every color under the sun. You also include free shipping because you know how to be competitive. How does your message stand out in comparison to all the other widget companies who are following the same rules and reading the same how to articles as you are? You have to have your own style, a little swagger so to speak, after all your widgets are better than any other widget on the planet. Don’t forget to convey your message with the same style and intention in which you designed the said widget!

Promote the Right Message in the Right Place

You should have already identified where your target customers go to find information about your widgets. It is important that you have the right message designed specifically to where it is being found. If you have just identified that most of your widget sales originate from a search engines your content should be readily available on SERP’s in both organic and paid if your budget allows. Don’t limit the promotion of your message to just one channel. Discover where your customers are and establish a presence with a well tailored message that fits your buyer persona.

 

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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