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Selling is incomplete without a proper followup. Stay in touch with your customers

I am Prashanth Reniguntala, Founder Make Marketer. My article here is more of a reminder for you to know how important it is to stay in touch with your customers – which is guaranteed to increase your sales and drive more growth for your business.

Remember, Selling is incomplete without Followup. You need to understand that marketing is a process, that is why we use the lines customers journey to online purchase.

Whether you are a new start-up or a small business owner, the sure way to survive and grow your revenue is to stay in touch with your customers all the time. This could be once a month or sending a message on some event day or maybe even a birthday message.

Unless you’re just starting out in business or in a professional career, I bet you’ve spent a ton of money to seduce new customers or customers you already have. And the same could probably be said about your competitors in the market. But your list of existing customers or database of your existing clients is a treasure that you could be surpassing.

How effectively do you work on this hard-earned genuine customer list? Your existing customers are a bundle of resources that should be constantly worked and reworked over and over again (i.e. remarketing is a concept that generally talks about these cases) because if you do it consistently you are going up your sales and profits to a degree that can be absolutely amazing.

Please bear in mind, the cost of reaching them as compared to the cost of going out after new customers, is incredibly cheap and bankable.

Moreover, your customers, when you start talking with them at a deeper level, will see you as someone far more than just a commodity or product seller. They will perceive you as something more valuable and reliable.

Every time you sell them a product or a service, you can then add other items to the sale thus implementing the concept of remarketing (also called as cross-selling). This makes your business distinctive and no longer appears to be a commodity like all other businesses around you. You can add things for them, call them regularly, service them, send them information they may need, and also ask them for advice.

Do these things, and they will see you as having such a deep commitment to them and it will be tremendously exciting.

You have to look at your customers or clients as a lifetime relationship than a one time opportunity You’ve got to look at that customer or client in the same way you would look at a dear and valued friend.

It’s really a long-term relationship that, unless you breach it, will go on indefinitely. It’s a relationship that will grow continuously.

Hope this helps you to understand the importance of staying in touch with your clients or customers on a regular basis for even more leads and business.

Learn all of these things in our Digital Marketing Immersive Bootcamp. India’s First 100% Real-Time Digital Marketing Bootcamp.

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Modules

Google Ads Bootcamp

#GoogleAds-Day1 #GoogleAds-Day2 #GoogleAds-Day3 #GoogleAds-Day4 #GoogleAds-Day5 #GoogleAds-Day6 #GoogleAds-Day7 #GoogleAds-Day8 #GoogleAds-Day9

Google Ads Agenda

Module 1:-  Introduction to Google Ads

Day 1:-

1.  What is Google ads and Importance?

2.  What is Intent-based marketing?

3.  Introduction  to Google My Business

4.  Objection Handling with Google Ads

5.  Industry statistics about Google ads

6.  How does the Google Ads Auction work?

7.  What is ad rank and its formula?

8.  What is quality score and how Google calculates it

9.  Importance of quality score on account performance

10. Difference between Max.CPC and actual CPC

11. Correlation of quality score and actual CPC

12. Difference between PPC and CPC and SEM

Module 2:-Understanding Google Ads Account structure and Keywords

Day 2:-

1.  How Google Ads is structured?(Accounts, Campaigns, Ad groups, Ads)

2.  Account-level settings

3.  Campaign-level settings

4.   What are search keywords?

5.   Keyword Match Types

6.   What are tightly themed ad groups?

7.   Importance of single keyword ad groups(SKAG)

8.   What are Negative Keywords?

9.   Adding Negative keywords at account, campaign and ad group level

10.  Benefits of negative keywords

11.  Thorough analysis of Google Ads keyword planner

12.   Complete Keyword analysis(3rd party tools) and forecasting

13.   Study on SEMrush, spyfu and other paid tools

14.   Learn about Google Budget Planner, Performance planner, reach planner

Module 3:- Introduction to Campaigns and Bidding Strategies in Google Ads

Day 3:-

1.    Different types of campaigns in Google ads

2.    Understanding campaign goals and objectives

3.    Advanced Bidding strategies(Target CPA, Enhanced CPC and ROAS)

4.    Bid adjustments

5.    Alpha Beta campaigns

6.    Draft and Experiments

Module 4:- Ad Optimizations and Ad Extensions

Day 4:-

1.    Best practices of text ads

2.    Expanded text ads

3.    Call only ads and its significance

4.    Responsive search ads

5.    Dynamic search ads and its significance

6.    Dynamic Keyword Insertion

7.    Ad Customizers for Advanced Scalability

8.    IF and Countdown Functions

9.    Value track parameters , tracking templates and custom parameters

Day 5:-

(Ad Extensions)

10. What are Ad Extensions?

11. Different types of Ad extensions

12. Effect of Ad Extensions on CTR and Ad rank

Module 5:-  Shopping Campaigns

1.    What is Google shopping?

2.    Create a Google Merchant centre account

3.    Understanding the attributes of product feeds

4.    Categorizing product feed based on brands , labels

5.    Uploading product feed to GMC

6.    Linking GMC to Google Ads

7.    Creating a shopping campaign

8.    Optimizing and bidding strategies on product groups

Module 6:- Google Ads Reporting and Optimization

Day 6:-

1.    Google Ads predefined reports

2.    Search Query report

3.    Auction insights report

4.    user location and geographic report

5.    keyword performance report

6.    Campaign performance report

7.    column customization

8.    Advanced filters

9.    Data segmentation and analysis

10. Segmentations for advanced reporting and insights

11. Linking Google Analytics to Google Ads

12. Automated rules and its importance

13. Scripts in Google Ads

14. Google Ads campaign optimization

Module 7:-  GDN(Google Display Ads) and GSP(Gmail Sponsored ads)

Day 7:-

1.    In-depth study on GDN

2.    what are GDN industry benchmarks

3.    Understanding the concept of CPM

4.    Importance of Identity-based marketing

5.    GDN ad formats and sizes

6.    Responsive display ads and dynamic prospecting

7.    GDN targeting methods

8.    Topic targeting, managed placements , web based targets , user based targets

9.    Custom affinity and life event , marital status, education targeting

10. In-depth study on custom intent audiences

11. conservative and aggressive targeting

12. Remarketing and similar audience

(GSP)-Gmail Sponsored ads

13. Importance of email to reach target audience

14. what are Gmail ads

15. Significance of Gmail ads in marketing strategy

16. Targeting options available for Gmail Ads

17. Reach, open rates , CTR , forwards and save metrics

Module 8:- Remarketing and Funnel Strategy

Day 8:-

1.    what is remarketing

2.    Importance of remarketing in funnels

3.    value ladders and ad strategies

4.    Creating effective remarketing audiences/lists

5.    cross-channel remarketing

6.    Importing remarketing audience from GA

7.    passing custom parameters with global site tag code

8.    Creating high value and low value visitors audiences

9.    Implementation of Dynamic remarketing

10. Remarketing list for search ads(RLSA)

11. Personalized tailored ads for remarketing audiences using if functions

Module 9: – Conversion Tracking and ROI

1.    What is google ads conversion?

2.    Importance of a thankyou page for upselling

3.    Different types of conversions

4.    How to track conversions?

5.    What is tracking code and how to generate it?

6.    Website call conversion tracking

7.    How to import offline conversion data into Google Ads

8.    Conversion tracking from callonly ads and call extenions

9.    Embed tracking codde on website using GTM

10. How to send transaction value parameters using datalayer

11. How to send custom parameters of products using datalayer for conversion

12. Conversion rate optimization(CRO)

13. Attribution Models

14. Overview of top conversion paths in GA

Day 9:-

(ROI)

15. understanding the ROI

16. ROI calucalations and conversions

17. Difference between conversion rate and conversion volume

18. Target ROAS Bidding strategies

Module 10:- Youtube Video Campaigns

1.    Setting up a youtube channel

2.    Youtube studio

3.    Tags, irrestible headlines and playlists

4.    Linking Google Ads and Youtube

5.    Types of Ad Formats

6.    Skippable ads , non-skippable ads

7.    In-stream, video discovery ads, bumper ads , banner ads

8.    creating a video campaign

9.    CPV(cost per view) and CPM (cost per mile)

10. Video campaign targeting methods

11. Remarketing audience for Youtube

12. setting up remarketing video ads

13. Funnel strategy for story telling using video ads

Summary

Module 1:Introduction to Google Adshttps://transcripts.gotomeeting.com/#/s/5aff913d5bef72df986f739c89304d79ee350d86ab6fec7de2b85d29d80aab92

What is Google Ads and its importance

Google Ads is one of the biggest and finest advertising technologies on the internet.96% of Google’s revenue comes from Google Ads.

Myth:- Google ads is expensive

solution:- It might sound expensive, but think about how much extra business it could generate. Small businesses can compete by using location targeting and geo-targeted keywords so that their ads only appear when somebody is in a place or searching for a place.

Marketing on internet works in 2 ways:-

 1.Intent-based Marketing:- serve ads to users who are looking for your product or service. It is a way of improving your marketing effectiveness by targeting prospects based on their purchase intent. 

 2.Identity-based Marketing:- serve ads to people who did not ask for you. Identify-Based Marketing takes into account identity traits, not just demographic information – like location and income and behaviour of people on the internet.

To facilitate internet marketing , Google Ads divided their platform into 2 networks:-

 1.Search Network :- (performance marketing) – including search partners, to get more search networks they partner with other search engines. ex:- Youtube.

2.Display Network(GDN):- (Behavioural Marketing) , (Branding, Reach, Awareness)

Search Network:-

Search engine is a website that gives results only when you search. Google is a search engine. searches on Google everyday is 4 billion

The intent of user and search term of user always match. People search what their intent is!

Only text ads are allowed except for shopping ads.

The maximum number of ads that can be shown for a search term is 7 .

We can include or exclude search partners in our campaigns.

 Display Network(GDN)

It includes 4+ million websites and over 300 million web pages. It allows all ad formats(text ads, image ads, video ads, etc

Google Ads:- (PPC Advertising Model)

Google is into connections business. It follows ZMOT(Zero Moment Of Truth):- serving the right ad to the right person, at right time, right location, device, offer .

Whenever an ad is served , it is recorded by Google as an impression. you will get a click only when you get an impression. Every click on your ad is monitored for fraud activity.

Keywords:- Important words of a business

Functionality of Google Ads:-

When the search term of the user matches with keywords, the matched keyword will trigger the ad to auction.

Auction:- The place where advertisers compete with each other for ad position and position is decided by Google based on ad rank. Ad Rank is calculated in the auction.

Ads will appear based on the keyword performance.

Google shows relevant ads:-

higher Ad Rank → higher Ad position → higher clicks → higher conversions

  Ad Rank Formula:-

Ad Rank= Quality Score x Bid(Max. CPC)

The best way to increase ad rank is to increase both quality score and bid.

Quality score is given by Google to every keyword. It is given on a scale of 1-10. 1 is least , 10 is highest.

Any quality score above 7 is good.  (higher QS => higher Ad Rank)

Bid(Max. CPC) – It is given by advertisers.

Max.CPC vs Actual CPC

Google ads follow second-price auction model

Max. CPC:- It is the highest amount advertisers are willing to pay per click. But Google will charge based on competition. Here comes Actual CPC.

Actual CPC:-  It is the least minimum amount an advertiser should pay to occupy the current ad position.

Example:-  

AdvertiserMax. CPCActual CPC
        A90/-80.1
B80/-70.1
C70/-60.1
D60/- 

Actual CPC <= Max. CPC

Actual CPC= ad rank of below competitor / your quality score

Quality score decides your actual CPC to be more or less.

when QS increases, actual CPC decreases and ad rank increases.

      (High QS → high Ad Rank → High Position → low Actual CPC)

         (low QS → low Ad Rank → Low Positions → high Actual CPC)

Google rewards advertisers with high QS to have higher positions and charge less.

How to increase Quality Score?

Google calculates QS based on more than 200 parameters.

The main components on which QS is calculated are:-

1. CTR(Click-Through-Rate)   – 70% is contributed by this factor

2. Ad copy Relevance – 20%

3. LPQ(Landing Page Quality) – 10%

4. Account Quality (Account health)   5. Account History

1. CTR:-

Increase CTR to increase QS

CTR= (No. of clicks / No. of impressions received ) x 100

It is calculated in percentages

higher CTRàhigher QS

min CTR should be 4% , 7 % CTR is good.

2. Ad copy Relevance

Relevance calculated in 3 ways:-

1. how relevant are your ads and keywords

2.how relevant are your ads and landing pages

3. how relevant are your ads, keywords and landing pages

Tightly themed ad groups increase relevance score.

3.Landing Page Quality(LPQ)

Page load time should be less, mobile responsive websites, low bounce rate, no popups, no duplicate content, avoid big images, etc.

Extra Resources:-

https://www.youtube.com/watch?v=uPIm11Xnwqk&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=1   (intent vs identity-based marketing)

https://www.youtube.com/watch?v=YAatMk9gCUo&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=2  (Introduction to Google ads)

https://www.youtube.com/watch?v=k4gELXsz2Oc&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=4  (search and display network)

https://www.youtube.com/watch?v=NPjoSlrRDc8&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=5 (How search campaigns work?)

https://www.youtube.com/watch?v=TkBxx6N0E2g&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=6  (Ad Rank calculation)

https://www.youtube.com/watch?v=tRhezaM9HoY&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=7  (Quality Score)

https://support.google.com/google-ads/answer/1722122?hl=en   (Ad rank and Ad position)

https://support.google.com/google-ads/answer/6167118?hl=en  (Quality score)

https://support.google.com/google-ads/answer/1659752?hl=en  (Ad Relevance)

https://support.google.com/google-ads/answer/2454010?hl=en   (checking Quality score)

https://transcripts.gotomeeting.com/#/s/47f42fc0b0c36a16c2b48c27bb9f41ae38809a3677d10038ef6db2f6710845b3

Understanding Google Ads Account Structure and Keywords

1. How Google Ads is structured? 

Hierarchy :-

Account →  Campaigns →  Ad Groups →  Ads & Keywords →  Landing Pages

Google Ads is organized into three layers(levels): account , campaigns and ad groups.You can create any number of campaigns , ad groups  and ads in an account. There is a specific number limit but it’s too high, you can refer to a link in extra resources for more info about the exact figures which could be helpful for agencies dealing with enterprise level clients.

Firstly, you have to perform business and product research and find all the keywords for your business.

Create a sample campaign :- for example, a campaign for washing machine repair.

Two approaches:-

1. you can create a single campaign and create several ad groups, one for each washing machine brand.

1 campaign for washing machine repair → 1 ad group for whirlpool , 1 ad group for Samsung , 1 ad group for LG , etc…

2. you can create multiple campaigns for various brands. One campaign for each brand.

whirlpool brand campaign → various ad groups for whirlpool categories or models (ex:- automatic, semi-automatic)

Samsung brand campaign → various ad groups for several models

LG brand campaign → different ad groups for various models

Double-Serving Policy:-

It prevents multiple ads from the same or commonly-owned company from appearing on the same search results page. To comply with this policy, advertisers should avoid running ads from different accounts on the same or similar keywords that point to the same or similar websites. This is the reason you could never find 2 ads from the same domain in a search results page.

So, Always promote one website in one Google account. Because, if one website violates policies of ads accounts , the entire account will be blocked.

Account-Level Settings:-

1. Time zone and currency

2. Account Access

There are four types :- Admin , Standard , Read Only , Email only

3. Billing

Manual payment(prepay), Automatic payment (post pay), Monthly invoicing

4. Preferences (to cancel account , to know time zone)

5.Autotagging (gclid- Google click identifier)

6. Linked Accounts (GA, Google search console, YouTube, play store, Google optimize , salesforce)

7. Policy manager

Campaign-Level Settings:-

A campaign is a set of related ad groups to organise categories of products or services that you offer.

1. campaign name

2. campaign type

3. networks (search, display) – Do not put search and display in one campaign that ruins campaign performance. use different campaigns for each network.

4. Language

5. Location  (target, exclude , nearby) – can add locations in bulk, radius in miles, km, pin code, name , coordinates. City-level targeting is best.

6. Device (desktop, mobile, tablet)

7. Budget (daily budget) – amount spent per campaign per day

8. Google starts overspending only when it captures a under spent .   (Over delivery)

9. Bidding  (how much you pay per click)

10. CPC bid limit

11. start date

12. end date

13. ad delivery – (standard or accelerated)

14. Ad scheduling (time , day , day & time) – one day : 6 schedules can be given  – Google ads always serve ads according to time zone of ad account not based on target location

15. Frequency capping – to limit the number of times an ad is served to a person

16. Ad rotation – rotate evenly(equal chance) , indefinitely(anyway) , optimize (ad that gets more clicks)

17. URL parameters (tracking templates)- UTM parameters

18. Ad extensions (15% higher CTR)

Ad Group Level Settings:-

All ad groups in a campaign will take the same campaign level settings.

1. default Max. CPC   – apply to all keywords

2. bid adjustments  – different adjustments on bid based on your specifications

Ads:-

Data & metrics

text ads, responsive ads

Always switch to expert mode for more advanced options in Google ads

You can select a specific goal that suits the objective of your campaign or you can create campaign without a goal option

Criteria followed by Google for implementing Location targeting :-

1.Top-level domain (TLD)

2. Query parsing

3. IP address

Keywords:-

Keywords are written in ad group (important words of a business)

Ad Groups should always be tightly themed . Tightly themed ad groups will increase relevance.

Keyword Match Types:-

Every keyword must have a match type specified to it . In general, all keywords match singular, plural, misspelling, close variants.

6 Match Types:-

1. Broad match – simple

2. Phrase match – keyword in double quotes ” “

3. Exact match – keyword in [ ]

4. Broad match modifier –  keyword followed by +

5. Negative match – keyword followed by –

6.Embedded match – combination of two match types. example:- ( negative broad, negative phrase , negative exact)

1.Broad Match:-

if search term matches at least one word in keyword

example:- red shoes match search terms :- red , red shoes , red flower, running shoes etc..

you will get higher reach, a lot of clicks, but also get you a lot of irrelevant clicks, you will waste money.

2. Phrase match:-

same words in same order

example:- “red shoes” matches search terms :-  

Match : red shoes, red shoes online, red shoe repair

Not match:- shoes red, red running shoes

3. Exact Match:-

example:- [red shoes] matches only search terms red shoes , red shoes nothing else.

Even when the intent of the user matches it serves ads.

4. Broad match Modifier:-

+red +shoes matches red colour shoes, shoes online red

both should be there in search but in any order

more relevant than broad and less relevant than phrase match

less reach than broad but more reach than phrase

5. Negative match:-

you should specify for what terms you don’t want to compete in the auction and your ads not  to be served.

Note:- Always write one word negative keyword , or else it will become an embedded match.

6. Embedded match

example

– “Agra sweets”

show ads when someone searches for sweets from Agra not to who is searching for Agra sweets.

Key Points:-

Only clicks from exact matches will increase the quality score of the keyword. Each keyword will have a quality score given by Google. Try to get more clicks in the exact match, because the system always takes the most restrictive match type.

Even a broad match type keyword gets clicks in broad, phrase, exact match.

example:- keyword is digital marketing training

digital marketing training (all three match types)

digital marketing course (only broad)

digital marketing training institute (broad, phrase)

digital India (broad)

Those exact match clicks for broad match keywords give QS to broad match keywords.

Search term report:-

Google gives you a report where you can find user search terms and keyword match types.

Match types are only available in search network not in GDN

Use maximum 10 to 15 keywords for a Ad Group for better Relevance

use counter negative keywords for better performance and optimization

Have minimum 3 different ads in each ad group

Google charges for only valid clicks.

Keyword Planner:-

Keyword Planner helps you research keywords for your search campaigns. You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.

you can discover new keywords, negative keywords, organize keywords, see monthly searches, competition, historical metrics , create new campaigns based on the keyword plan, etc..

you can find it in :tools  →  planning → keyword planner

Keywords given by Google can be classified into 3 types:

1.Navigational

2.Informational

3.Transactional

Grouped Ideas:- view keywords by theme, category, relevance and add them directly to an ad group.

Keyword forecasting and planning

Performance Planner:- It will forecast your campaigns performance in future periods. You can make the relevant changes for better results of the campaigns.

Extra Resources:-

1. https://support.google.com/google-ads/answer/6372658  –   Google Ad account limits

2. https://support.google.com/google-ads/answer/2404036?hl=en   – Account , campaign and ad group performance

3. https://support.google.com/google-ads/answer/6372655?hl=en   – Organize your account

4. https://support.google.com/google-ads/answer/3095550?hl=en  – auto tagging

5. https://support.google.com/google-ads/answer/1704395?hl=en  – campaign settings

6. https://support.google.com/google-ads/answer/7478529?hl=en#zippy=%2Cbroad-match%2Cphrase-match   – keyword match types

7. https://support.google.com/google-ads/answer/7332837   – Ad extensions

8. https://support.google.com/google-ads/answer/7337243?hl=en&ref_topic=3175091   – Keyword planner

https://transcripts.gotomeeting.com/#/s/974e3fc0a3ed8c283d97745f1a900838cccd40a03fa8e4aa13c0ff4f7baf3358

Introduction to Campaigns and Bidding Strategies in Google Ads

Different types of campaigns in Google ads :-

1.search campaign

2.display campaigns

3.shopping campaigns

4.video campaigns

5.app install campaigns

1.Search Network campaigns – usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours

2.Display Network campaigns – usually image form, these ads appear on websites or apps that your customers visit

3.Video campaigns – usually 6 or 15 second videos, these ads show right before or during YouTube content

4.Shopping campaigns – for ecommerce and drop shipping websites

5.App Campaigns – for App installs

Bidding Strategies:-

Automated bidding is a Google Ads bid strategy designed to maximize results based on your set campaign goals. With automated bidding, Google automatically sets bid amounts based on the likelihood that your ad will result in a click or conversion. To do this, they analyze data such as a user’s device, operating system, the time of day they are searching, demographics, and location.

Smart Bidding is simply a bidding category that includes only conversion-based strategies.

Smart Bidding uses machine learning to maximize conversion results by tracking and analyzing data signals from every search and click. Using this data, Google will either increase or decrease bids based on whether or not it believes a click will result in a conversion. For example, it will set a higher bid for a searcher who is more likely to make a purchase.

There are currently four Smart Bidding strategies:

1.   Enhanced CPC

2.   Target CPA

3.   Target ROAS

4.   Maximize Conversions

Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a Smartphone, at a certain time of day, or from a specific location.

Bid Adjustments:-

A percentage increase or decrease in your bids. A bid adjustment allows you to show your ads more or less frequently based on where, when, and how people search. You can also adjust your bids based on how your ads perform, helping to improve your return on investment (ROI).

They affect the number of times your ad is displayed in a given month. They increase the likelihood that your ads are displayed in a better position to customers who meet your targeting criteria. When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied to determine how much your bid will increase or decrease. However, multiple device and location bid adjustments behave differently. Bear in mind that combined bid adjustments cannot exceed a 900% bid increase.

Bid adjustments for locations targeting can be from -90% to +900%

Bid adjustments for device targeting can be from -100% to +900%

Bid adjustments for ad scheduling, age, gender, call

Alpha-Beta campaigns:- for testing purposes

The basic idea is to identify your top-performing campaigns(Alphas), isolate them for total control of optimization, and carve out a broader testing ground for potential top performers (Betas) campaigns to emerge.

Drafts and Experiments:-

Take an original campaign and create a duplicate of it, make changes to it and experiment.

You cannot give a budget to draft campaigns (it can take only a part of the original campaign).

You can have multiple drafts for a given campaign, only one of those drafts can run as an experiment at a time. As you set up your experiment, you can specify how long you’d like it to run and how much of your original campaign’s traffic (and budget) you’d like it to use.

Extra Resources:

1. https://instapage.com/blog/google-ads-smart-automation – Bidding strategies

2. https://support.google.com/google-ads/answer/2732132?hl=en – Bid adjustments

3. https://support.google.com/google-ads/answer/6318732?hl=en – drafts and experiments

https://transcripts.gotomeeting.com/#/s/bd79e15d91d05d75728e3afa72843a0d8920738c1fcd860da5964fd851a54e4f

Ad optimizations and Ad Extensions:-

Types of search Ads:-  Text ads, Expanded text ads, Responsive ads(15 headlines,4 descriptions)

Ad disapproval reasons:-

superlatives, trademark terms, vague and gimmicky words, foul words, phone numbers are not allowed.

Best practices:-

Invoke curiosity, talk to the pain point , tell features and sell benefits , use price and promotions , call to action words, use keywords of your business.

Call-only campaigns:-

1. only to drive phone calls

2.will appear only on mobile

They’re designed to encourage users to call the advertiser, rather than click on an ad and visit a landing page.

Leads →  search →  phone calls campaign

Dynamic features in ads:-

1.Location – dynamically changes city, state, country specified in the ad headline based on the campaign location targeting details. 

2. Countdown insertion , if condition

3. Keyword insertion

The keyword which matches the search term and triggers the ad is inserted in the ad dynamically.

If keyword length is more than 30 then default text(generic and applicable to your business) will be placed in the ad.

You cannot insert trademark terms.

It increases relevance and CTR

Ad customizers :-

Ad customizers are used to dynamically change text based on your targeting. They can be applied at campaign, keyword level. There are standard and targeting attributes.

Target campaign, target ad group, target location, device preference, target keyword, scheduling, start date , end date.

The ad group should have one standard ad mandatory in case of ad customizers ,dynamic ads are not working.

tools & settings business data data feed Ad customizer 

Ad Scripts:-

To fetch live data and update an ad to reflect current price, inventory levels, or anything that changes over time. To have dynamic inventory stock adjustments in ads.

Dynamic Search Ads:-

Dynamic Search Ads can quickly direct potential customers to what they want on your site. They are automatically created by Google. The main purpose of these ads is to drive  traffic. Your ads will be shown to people who search for content related and present in your website. 

For dynamic search ads to work, websites should have 100 to 500 pages , at least 100 pages indexed by Google. 

Types of targeting sources:- Google index of site, URLs from Page feed

Page feed:- Submit a list of all your website URLs to Google. You can upload it at 

more tools → business data→ data feeds → page feeds

Add an effective generic description of your business relevant to the ad.

Ad Extensions:-

use of ad extensions will increase your Ad rank. Extensions can be at account ,campaign and ad group level.

Site link – additional links to your website. No two site links should have the same link. you can have max 4 to 6 extensions.

Callout – add more business info

Call – add phone numbers (Google forwarding number to track phone calls and get reports- call reporting)

Structured snippet – additional info , features of business , can choose from built-in values

App Extension – play store link

Lead form extension 

Message 

Promotion – type, item ,details

Price – product name, price ,description for ecommerce sites

Location – maps, Google my business

Extra Resources:-

1. https://support.google.com/google-ads/answer/6072565?hl=en  – ad customizers

2. https://support.google.com/google-ads/answer/2471185?hl=en  – dynamic search ads

3. https://support.google.com/google-ads/answer/2454041  – dynamic keyword insertion

4. https://support.google.com/google-ads/answer/7197008?hl=en  – tracking templates

https://transcripts.gotomeeting.com/#/s/aeae85e6b7052fa507598f2a5f531596721a8bd2970f6c08ebe236bf325009b2

Shopping campaigns:-

You can manage Shopping ads in Google Ads using Shopping campaigns, a simple way to organize and promote your Google Merchant Center product inventory within Google Ads.Shopping ads show users a photo of your product, plus a title, price, store name, and more. 

You can advertise your store and your products using 3 types of Shopping ads:

1.Product Shopping ads:- These are created based on the product data that you submit in the Merchant Center. 

2.Showcase Shopping ads:- You’ll create these in Google Ads by grouping related products together. That way people can compare several of your products and click the right one. 

3.Local inventory ads:- These use feed data provided from local inventory to engage users on the Google Display Network, and help drive traffic to your local stores.

You’ll use the Merchant Center to submit your product data regularly.

You’ll need to be able to send us up-to-date product data at least every 30 days. This data needs to meet our standards for data quality. These standards are in place to help provide users with the best shopping experience, and we enforce the standards to help your ads perform better.

Product Feeds:

A feed is a file that contains a list of products you want to advertise through Merchant Center. When you add your products, you’ll assign attributes to each one. Your product feeds will use these attributes to group your products together.

Attributes are the data points that describe a product. Some, such as condition and availability, have standardized or accepted values. Others, including id or title, are left open for you to fill out for each of your products.

Extra resources:- 

1. https://support.google.com/google-ads/answer/2454022?hl=en – shopping campaigns

https://transcripts.gotomeeting.com/#/s/94521ae63f8fd9aee066a012f59e6c0fc3d18fb923abb3937db5d0952be2a360

Google ads reporting and optimization

Reports:- Reports help you view, organize, and analyze your data. Reports allow you to place large amounts of data into multi-dimensional tables, charts, and customizable dashboards so you can visualize meaningful patterns and trends.

Predefined reports:-

“Predefined reports,” a set of ready-made reports to answer specific questions about your data. You can use predefined reports as a starting point for a new saved report that you can edit, schedule, and share.

Auction Insights report:-

This report includes 6 columns(metrics):-

  1. Impression share
  2. Overlap rate ( when you get impr, others also get impressions)
  3. Position above rate (no. of times your competitor is above you)
  4. Top of page rate  (no. of times you appear in top 4)
  5. Absolute top of page rate
  6. Outranking share ( no of times your ad outrank your competitor ad)
  7. Display url domain(other people website ads running for same keywords)

Competitive metrics:- analyze your performance with respect to other advertisers who compete. (example:- metrics like search impression share, search top IS,search lost abs top,click share)

Auction insights are only for search network

Segments:-

Segments are more like dimensions in Google analytics.

You can segment based on time, click type, conversions(conv action,  category, source, days to conversion), device, network, ad destination, etc.

Rules:-

To automate actions based on conditions you apply.You can change your ad status, budget, bids, and more. For example, if you want to boost your keyword bid any time your ad falls off the first page of results, you can set a rule for that. In addition, you can use automated rules to trigger emails, without taking any other action, when specific conditions occur.

Using automated rules can save you time by cutting down the need to monitor campaigns and make frequent, manual changes.

Extra resources:-

1. https://support.google.com/google-ads/answer/2579754?hl=en  – auction insights report

2. https://support.google.com/google-ads/answer/2472779?hl=en – rules

https://transcripts.gotomeeting.com/#/s/e3c40089c200c9457da8539238f33f84178298b776009b79778e221e325df031

Google Display Network(GDN):-

Objective :- To serve ads to more people and more times.

IAB ( interactive advertising bureau)

It specifies some standard sizes and formats for ads. Example ( square , skyscraper , leaderboard, inline rectangle, banner) 

Bidding: – focus on high quality traffic, viewable impressions.

Bidding strategy:- 

  1. Viewable CPM – focus on impr
  2. Max clicks
  3. Max conversions
  4. Target CPA – get most conversions possible within avg CPA goal
  5. Target ROAS

Content exclusions:- you can exclude some categories of content like games , parked domains, etc.

Targeting options in Display network:-

1.Audience targeting:-

  1. Affinity (long term interest)
  2. in-market(short term)
  3. Life events( marriage, job change , etc.)

2. Placements:-

Websites, youtube channels, videos , apps, app categories, app store , play store

3.Topics:- 

Topic targeting allows your ads to be eligible to appear on any pages on the Display Network or YouTube that have content related to your selected topics. As content across the web changes over time, the pages on which your ads appear can change with it. To display your ads on those pages, simply select one or more topics that you find relevant for your ads.

4. Keywords:-  

Google Ads will find relevant websites that include your keywords as well as relevant audiences interested in those keywords. 

Extra resources:-

1.https://support.google.com/google-ads/answer/1209882?hl=en  – targeting options in display network

2. https://support.google.com/google-ads/answer/2497832?hl=en – topic targeting

3. https://support.google.com/google-ads/answer/2454058?hl=en – display network bidding strategy 

4. https://support.google.com/google-ads/answer/2497941?hl=en – audience targeting

5. https://support.google.com/google-ads/answer/7019460?hl=en -gmail ads

https://transcripts.gotomeeting.com/#/s/c6eafb655af56310f8f090ef5f1586faaa5be0f954394ba9f49c2fc1f395c924

Remarketing and Funnel strategy:-

results 

Remarketing types:-

Standard remarketing: Show ads to your past visitors as they browse sites and apps on the Display Network. 

Dynamic remarketing: Boost your with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website or app. 

Remarketing lists for search ads: Show ads to your past visitors as they do follow-up searches for what they need on Google, after leaving your website.

Video remarketing: Show ads to people who have interacted with your videos or YouTube channel as they use YouTube and browse Display Network videos, websites, and apps.

Customer list remarketing: With Customer match, you can upload lists of contact information that your customers have given you. When those people are signed into Google, you can show them ads across different Google products.

Implementation of Standard and Dynamic remarketing:-

For both standard and dynamic remarketing, you’ll tag your website with the Google Ads tag to set up an audience source for your website or apps. The global site tag is a web tagging library for Google’s site measurement, conversion tracking, and remarketing products. It’s a block of code that adds your website visitors to remarketing lists, which will allow you to target your ads to these visitors.

For dynamic remarketing, you’ll also use the event snippets, which passes specific data to Google Ads about your website visitors and the actions they take on your site.

Extra resources:- 

1. https://support.google.com/google-ads/answer/3124536?hl=en – dynamic remarketing

2. https://support.google.com/google-ads/answer/7558048?hl=en – audience lists

https://transcripts.gotomeeting.com/#/s/20f75976f99d8de5650f4d70ea52a18b91b3c6b44533bb02b431fc01c0f31b68

Conversion tracking:-

Conversion:- A conversion occurs when an ad click or other interaction with your ad leads directly to a behavior that’s valuable to you, such as a purchase, newsletter sign-up, phone call, or download.

Ways to track conversions:- 

1. Track your conversions with the updated Google Ads conversion tracking tag

2. Use Google Tag Manager with the new conversion linker tag

3. Use Google Analytics

Custom parameters:- Custom parameters are a variety of URL parameters which advertisers can add to the landing page URLs of their ads. Custom parameters record an advertiser-defined value for each click on their ads.

Offline conversion tracking:- 

An ad doesn’t lead directly to an online sale, but instead starts a customer down a path that ultimately leads to a sale in the offline world, such as at your office or over the phone.

By importing offline conversions, you can measure what happens in the offline world after your ad results in a click or call to your business.

Extra resources:-

1. https://support.google.com/google-ads/answer/6270625?hl=en – conversion tracking reporting

2. https://support.google.com/google-ads/answer/6095821?hl=en – conversion tracking setup

3. https://support.google.com/google-ads/answer/6325879?hl=en -custom parameters 

4. https://support.google.com/tagmanager/answer/6107169?hl=en – send enhanced ecommerce data through data layer

5. https://support.google.com/google-ads/answer/2998031?hl=en – offline conversion tracking

Categories
Marketing

10 Google Ads Glossary Terms PPC Marketers Must Know

Google Ads Glossary Terms that every PPC marketer should get familiarized with.

Before we get to the good stuff –

I want to make sure we’re on the same page by defining some of the standard PPC terms you’ll see in our Google Ads Course playlist on YouTube.

Experienced paid advertisers or PPC savvy digital marketers may want to skip over these Google Ads Glossary. However, if you’re a beginner to PPC advertising, this section includes the jargon you’ll need to know moving forward.

10 Google Ads Glossary Terms:

1. CPC – Aka Cost Per Click: the amount you pay for a click on your ad. There is also something called Max. CPC. The highest amount you are willing to pay per click on your ad

2. Searcher – A person who performs a search using Google.com (Search engine).

3. Visitor – A person who clicks through to your website after performing a search on Google.

4. CTR – Click Through Rate: The percentage of searchers who see your ad, click through on the ad, and end up on your landing page.

5. Landing pages – The destination webpage you direct searchers to after they click on your ad.

6. Lead – A searcher or website visitor who takes action which communicates interest in your product or service. For example, filling out a web form or calling a phone number to learn more about your product or service.

7. Sales Funnel – A sequence of marketing or sales material designed to attract a prospect and turn them into customers. For example, a sales funnel using paid marketing might encourage a user who is searching to call your business.
Then when that person calls your business, your sales team attempts to convert that lead into a customer. Your ad and the sales call are both steps in your sales/marketing funnel.

8. Session – A unique visit to your website that includes at least one pageview.

9. Keywords – The words or terms searchers use on Google to retrieve information.

10. Conversion – A conversion occurs when a website visitor performs the action intended by your ad. These actions usually involve buying a product or filling out a lead form.

11.Quality Score – This is Google’s quality rating score for your advertisement. The score is based on the relevance of your keywords to your ads to your landing page and is calculated automatically by Google. A perfect quality score is 10/10.

Now that we have learned the industry PPC jargon, let’s get to the exciting stuff.

Critical questions every PPC Marketer need to answer before they start advertising on Google

Answering these questions below will help you evaluate how prepared you are to begin advertising on Google. You’ll also need to know the answers to these questions if you want to be able to estimate the revenue you can earn from advertising.

So, take a minute to go over these questions. Then, keep your answers on-hand so that we can use them in the next step.

  • Know the revenues: How much revenue do you generate when you sell your product or service?
  • Past Advertising History: Has your business been successful at generating leads and sales online in the past?
  • Sales & Marketing Teams: Do you have a sales process for receiving and closing leads?
  • Competitors: Are your competitors advertising on Google? If yes, write the top 10 competitors.
  • Feedback & Reviews: Have your customers shown you love? Do you have customer testimonials and reviews you can use to engage the potential customers your ads send to your website?
  • Lifetime Value: What is the lifetime value of your average customer? Do they purchase your product over and over again?
  • Subscription Model or One time customer: Do you collect recurring fees from your customers? Or is a new customer almost always a one-and-done sale?

Master all these Google Ads Glossary Terms in our Google Ads Bootcamp with access to live Google Ads campaigns. Run profitable advertising campaigns on Google and GDN with Google Ads for a live client.

Categories
Marketing

Top 80+ Google Ads Interview Questions for Accenture & Cognizant

Google Ads Interview Questions: If you are looking to apply for a position in digital marketing in Accenture, Cognizant, Ragalix or Wipro (who all work as a vendor a Google Support Process on Google Ads) then you need to get learn to answer all the below questions. A one-stop article to help you crack the Google Ads Interview with Accenture or Cognizant.

Google Ads Interview Questions for Accenture Cognizant

If you are a fresher and have no digital marketing experience, you may watch some videos on Google Ads from our Google Ads Course Playlist on YouTube to get acquainted with how Google Ads works.
https://www.youtube.com/watch?v=uPIm11Xnwqk&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB

If you are an experienced digital marketer, then this article will serve as a one-stop guide to help you revisit all the google ads interview questions that you may have to answer during the interview with Accenture, Cognizant or Regalix.

Check these 80+ Google Ads Interview Questions:

  1. Experience in Google Editor
  2. Excel – Learn the Basics of Excel (V lookup, formulas, pivot charts, comparisons)
  3. CTR – Click-through Rate and Conversion Rate Formula –
  4. What is outranking share – What insights you can draw from this metric? What optimizations can you make based on those insights?
  5. Share all Impression share metrics and their functional significance?
  6. What is the character length for ETA headline & for descriptions –
  7. Character limit of Final URL –
  8. Share some editorial policies of Google Ads
  9. How many campaigns/Ad Groups can be created in a Google Ads account –
  10. Ad rank/quality score correlation –How does it affect the account performance?
  11. What is a shared library?
  12. What are the types of networks in Google Ads?
  13. What are Dynamic Search Ads (DSA)? What is their functional significance?
  14. What is the highest membership duration for the display re-marketing list? –
  15. how to divide budget across multiple campaigns. Explain with a real-life client scenario.
  16. how to use keywords match types
  17. how re-marketing works
  18. how to do keyword bid optimizations
  19. aware of ETA specifications
  20. the relation between ad performance and conversion rate
  21. explain about forecasting in Google Ads?
  22. Campaign level setting
  23. Types of conversions.
  24. In-market and affinity audience
  25. auction insights
  26. Search terms report
  27. Why do you use Google Ads –
  28. Ads certified –
  29. CPC: cost per click
  30. CPA: Cost Per Acquisition. When you opt into CPA, when does Google charge you?
  31. How to check daily campaign cost of last 7 days?
  32. At what levels are bids and budgets suggested?
  33. What is budget delivery? Describe each type.
  34. What are bid strategies? What’s the difference between eCPC & tCPA? Which advertiser would use eCPC and not tCPA?
  35. what all the Ad group settings we have
  36. geo-targeting? Difference between location targeting in Google and Facebook?
  37. setup re-marketing campaigns
  38. what is AES file in Ad-Words editor
  39. What is a brand campaign? Benefits of having a brand campaign in an account
  40. How to setup conversion tracking.
  41. Bid strategies in Google Ads
  42. How to do bid optimizations in the account
  43. Difference between conversion rate and conversion volume? Explain with a real-life scenario.
  44. When do we say averages lie? What do you understand from this?
  45. How to optimize ad copies?
  46. Ad customizers, DKI, IF and Countdown functions?
  47. What is RLSA? How is it different from choosing IF function with the audience and a separate RLSA campaign?
  48. Difference between remarketing campaign & dynamic remarketing campaign.
  49. Is Google Merchant center required for a dynamic remarketing campaign?
  50. Experience of handling shopping campaigns? Troubleshooting Product feeds in GMC?
  51. What is google product taxonmy file?
  52. Can u find search term report for shopping campaigns?
  53. How do you create a remarketing list of visitors who visit your website from a particular marketing channel?
  54. What are funnels? Explain one basic funnel with 4 steps with a real-life scenario
  55. What is search attribution? Can you explain the functional significance of attribution?
  56. What are assisted conversions?
  57. Give one example of when do you use First Interaction Attribution Model and the Last interaction model?
  58. What are micro conversion and macro conversions? How do you track them in analytics?
  59. Are of Google Ads Scripts? Share one example of scripts that make every day optimizations possible
  60. What are dynamic ad targets?
  61. What are custom audiences for google search terms? Explain its functional significance
  62. Advanced Bidding strategies in shopping campaigns?
  63. Reasons Behind drastic drop in CTR?
  64. What is click farming?
  65. About conversion rates and myths surrounding conversion rate
  66. How to expand the accounts and spend additional budget
  67. What is website call conversion? How do u implement them?
  68. Difference between call conversion and website call conversion?
  69. How do you track phone call conversions in Google Ads?
  70. How to send transaction value along with the conversion for an eCommerce website?
  71. Difference between remarketing and remarketing audiences?
  72. How to remarket to users based on date ranges?
  73. Difference between targeting and observation?
  74. What parameters are to be passed for implementing dynamic remarketing using Google Ads?
  75. Explain some advanced remarketing strategies? How can you create a remarketing list of high-value product page visitors?
  76. Types of extensions and benefits
  77. How to find duplicate keywords
  78. CPA optimization
  79. What are portfolio bid strategies and how is it different from the regular bid strategies
  80. How do you calculate ROAS? Explain ROAS bidding strategy

If you can answer, all these above google ads interview questions, I am sure you will be able to get through the google ads interview. However, if you only have theoretical knowledge and no practical skills in all these concepts, it is not going to take you far in the industry.

Also, we have a Digital Marketing UpSkill Program for experienced digital marketers. Learn skills like 10+ years of experience professional. in 2020, the dream of every experienced digital marketer is to master GTM (Google Tag Manager). Check our Google Tag Manager Bootcamp.

Google Tag Manager Bootcamp Course

Also, Check our Digital Marketing Bootcamp for More details:
http://pages.measuremarketer.com/

Categories
Marketing SEO

5 R’s of content marketing to drive 5 times more engagement

Creating content for the website and advertising threads is very important to the survival of one’s company. users are always on the lookout for something or the other that inspires them or teaches them.

A great deal of time and effort switches into making that content, therefore it appears a pity to utilize it only once. That is why it is extremely important to optimize your content. Digital Marketing is not just to be out there to sell, sometimes its also important to add value to the user in his buying cycle.

Remember, the very reason why millions of users are using the internet is because they want to consume content and that content can be in the form of a text or an image or an infographic or a video or a podcast etc.

Content optimization is just using or converting content to be used in another format or merchandise, also known as circumstance. Circumstance is the surroundings, situation, environment, history or settings that clarify or define the content. It differs from content creation and far easier. There are four basic principles of content optimization that we’ll have a look at in the Digital Marketing landscape.

Learn to understand the concepts of each of them in detail in our digital marketing bootcamp.

Reuse – the initial principle of content optimization is reusing the same content in various places. It is possible to serve the identical content up in the type of an article, and ezine article, site posts, web directories, e-mails, and so forth.

Repurpose – In this case, you use the same content in various circumstances or formats. The same content that’s presented in a teleseminar might then be prepared for a glorious demonstration, multiple articles, or multiple blog posts.

Repackage – the identical content basis may be revised and polished for distinct marketplaces. A good example of this will be using the same content from the class on teleseminars being revised into a class on book tours or internet optimization.

Recycle – the identical content could be cycled through again. This will be illustrated when you want to use the content worked in the past to reuse it and drive more engagement.

Repeat – If there were a 5th R to these principles, it’d be to Repeat.

The entire concept of inbound marketing uses content as a medium to drive traffic to the site. Inbound marketing completely depends on creating useful content for different users on different platforms and different touchpoints and drive them in their purchase journey.

Remember, our websites are not YouTube or Netflix that people should come and see and go, No, they need to engage with our website this only happens with your content.

Enroll for the Digital Marketing Bootcamp and get to learn more of such amazing things and chart your growth journey. Bootcamp is an immersive program for serious learners.

Categories
Marketing SEO

Long Tail Keywords are the center of inbound marketing strategies

It has now become very important to target keywords that are long to rank on Google and drive traffic that is more intent oriented (generally referred to as Long Tail Keywords). Since these are the keywords with more accurate and genuine intent and you can drive some very quality traffic to the website.

Learn the different ways to find them and how to use them practically in our immersive bootcamp program. However, these long-tail keywords are less competitive and so we can use them and target them to bring traffic to our website and also nurture those visitors to leads (setting up a funnel and drive these visitors to conversion path).

Keywords which are 2-3 words are generally expensive and have heavy competition in Google Ads. So it always advised that we spend time to find long-tail keywords and target them by writing some amazing content to bring those intent-based searchers to your website. It is also easy to rank for the Longtail keywords high in Google Search results by doing SEO. You can learn SEO techniques in our Digital Marketing Bootcamp Program.

Note: One good way to find these long-tail keywords in Google Ads are by implementing Dynamic Search Ads, and then check the search terms (SQR reports) where the ads were triggered.

I am sharing some ways on how one can find long-tail keywords for their business and use them in their Google Ads campaigns and SEO strategies.

Use Google Suggest for Search Terms on Google:

It is a great way to focus on Google to find phrases or long-tail keywords that may be relevant and more specific in nature. Go to google.com and search for your business and it’s services using some known keywords, the Google Suggest feature will help you with some variations of search terms that are relevant to the current search term.

If it appears in Google Suggest, it is understood that people are using those phrases to search for the kind of business you are involved in.

All the more, it has been a disputed subject as some experts say that if you keep searching for some long-tail search terms on Google.com for few days from few unique IP addresses and try and tell everyone to search for that long-tail words for few times, then Google would consider that and suggest your phrases  on Google.com to users when they are searching for keywords that may be relevant to the business.

Also note, it is not confirmed anywhere and also not a good practice as well.  But, it that works for your business then Good for you.

Use Answerthepublic.com to find questions about any topic. This is a great resource to find some great content creation ideas around long-tail keywords.

Use Blog About by Impact, to find some amazing headlines for the content that you wish to create using the long-tail keywords.

Learn more about how to find long tail keywords for any business and drive traffic organically can help businesses in their pursuit of growth. Join our Digital Marketing Bootcamp to become a real digital marketer using the most advanced digital marketing skills in real-time.

Categories
Google Ads

Positives & Negatives of Expanded Text Ads – Drive Higher CTR in Google Ads

Expanded text ads – The good and the bad

Google Ads has now become synonymous with online business, given its reach and efficiency. Google, in the know of humongous growth of Ads in the coming years, engage in various developments to upgrade its services so that more advertisers get involved in it. Some may turn absolutely advantageous while others may trouble you in the long run. Incorporating both benefits and drawbacks, Expanded Text Ads came into the picture replacing traditional version of standard ads, in the year 2016.

What are Expanded Text Ads? What effect do they have on Ads? To unravel such perplexities, let’s dig deep into the concept of ETA.

What are Expanded Text Ads?

Cited as the next generation of Text Ads by google, Expanded Text Ads allows the advertisers to provide more information for display on their ad. This beneficial in terms of message as user can have more amount of information at his disposal, without necessarily clicking the ad.

Features of Expanded Text Ads are as follows

• Three headlines, up to 30 characters each.

• Two (Expanded) description field, up to 90 characters

• Display URL should have the same domain as the final URL

• Two optional path fields in the display URL with up to 15 characters each

This is the format of the Expanded Text Ads. It is apparent that some of its features such as display URL using the same domain as the final URL and extension of character count are indeed helpful in curbing the regular concerns of messaging.

Why Expanded Text Ads?

Increase in usage of mobile phones is what propelled the idea of Expanded Text Ads. The majority of the world’s population carry smartphones and what’s a better time than this to begin extending our reach using mobile as a medium? It aims to engage mobile users in Expanded texts which enables greater visibility and information quality, given the extension of character limit.

After January 31, 2017, Google ceased to support any kind of creation or editing of standard Ads as every ad created must be in Expanded Text ad format.

Now let us ponder the pros and cons of the Expanded Text Ads.  This is very important to know if you are in pursuit of Digital Marketing Job. We help you learn all these concepts in our Digital Marketing Bootcamp program.

Positives:

• With the extension of the character limit, it is evident that Ads will be more specific and detailed.

• No need to worry about display URL matching the final URL domain as final URL domain is going to the display URL.

• With the larger visibility and more information, Ads are bound to grab the attention of potential customers.

• Optimization can be done more effectively as there is an increase in character count.

• You can witness a considerable increase in CTR because of the increased length of the ad, which enables more information for display.

Negatives:

• Though the increase in characters is said to an advantage, it often results in heavy competition for the top spot as there can be no more than one top spot.

• According to some experts, this might be an inconvenience for the businesses that are not dominant in their chosen occupational group as existing pioneers might dominate the SERP by occupying larger space.

• Chances of decrease in CTR is also apparent. This is because Ads on higher position take up much amount of space pushing other ads significantly down resulting in loss fall of CTR.

• Some experts say that it obscures the distinguishing line between paid and organic results as the extension of title and description characters making it ambiguous and almost equal to organic results.

Expanded Text Ads have their own share of good and bad. But it’s up to us that what we concern ourselves with. Good quality and efficient optimization would help your ad reach the top position. Hope this article is enlightening and productive. Please leave your views in the comment section.

If you are planning to take up Digital Marketing as a career, we help you get there through our extensive Digital Marketing Bootcamp Program.

Categories
Uncategorized

Evaluate Keyword Quality Score Health in Google Ads

Understand how Google uses keywords quality scores and learn how to stop your quality scores from holding your campaign performance!

Make Marketer’s Whitepaper (A Google Partner Agency)

“Very poor-quality scores can prevent an ad from being displayed for relevant search terms even when there is no competition for those keywords”.

Low quality scores can significantly impact Google Ads campaign performance. How? Quality scores determine how often the ads are shown, what ad position they are shown in and how much an advertiser pays per click.

Improving your AdWords quality scores by even a single point can bring down the cost per click (CPC) by over 16 percent. Equally important, higher quality scores will increase the number of impressions and visitors to your landing pages, e-commerce site.

Above all, it affects your business bottom line.

Here’s how quality scores work.

Each keyword in a campaign is assigned a quality score by Google which ranges from 1 -10. The quality score is Google’s assessment of how relevant your ad and landing page are to the users search term i.e. user’s intent. Their goal is to ensure that Google users have a positive experience and their experience is not compromised, and that the most relevant ads, with the right bids, get the best positions. Its all decided in an auction environment.

Understand the impact of quality scores on AdWords performance.

Quality scores can have a significant impact on the return on ad spend (ROAS) and effectiveness of Google Ads campaigns. Google uses this quality score as part of their calculation for Ad Rank, which is used in the auction to determine which ads are shown, in what position and at what price.

Auction: It’s a place where Google decides which ads are to be served and at what position. Ad Rank is calculated in the ad auction. Google runs ad auction every time someone enters a search term.

Once Google has ranked the advertisers ads in the ad auction, the quality score is used as part of the bid calculation. Lower quality scores will drive higher CPCs for the same ad position. Google has both a minimum quality threshold and a minimum bid threshold for ads.

Note: Google rewards advertisers with high quality scores by serving their ads at high positions and still charging them lower CPCs.

Note: Google also penalizes advertisers with low quality scores by serving their ads at lower positions and still charging them higher CPCs.

How Google calculates quality scores?

Google uses several factors to determine the quality score of a keyword. The quality score of a keyword can change over time as Google assesses the performance of a keyword time to time.

The calculation uses several factors, including, but not limited to:

  1. Click Through Rate (CTR) – Are searchers finding the ad relevant?
  2. Ad Copy Relevance– Is the ad copy relevant to the keyword and the landing page?
  3. Landing Page – Is the landing page relevant to the keyword and ad? Does it load quickly? Is it easy to navigate?
  4. Account History – Has the overall Google Ads account performed well over time?

To start off, Keyword is initially assigned a quality score based on the keyword history for other advertisers across all accounts, and your account, campaign and ad history. Looking at this initial quality score can help a Account Manager understand if other advertisers have had success with this keyword. Once the campaign is active, ad performance (e.g. click through rate) will become a primary driver of the score.

How are quality scores used?

Keyword quality scores are used to determine whether to show an ad, and to calculate both the Ad Rank and the Actual CPC. The keyword Ad Rank is calculated using the Max. CPC bid price multiplied by the quality score.

Ad Rank = CPC bid × Quality Score (Ad Extensions are also part of Ad Rank)

Your ad’s position in the auction is then determined by your Ad Rank relative to the competition for that same keyword.

Here’s an example:

Bidder A Max CPC = 2.00

Quality Score = 5

Bidder A – Ad Rank = 10

Bidder B Max CPC = 1.50

Quality Score = 8

Bidder B – Ad Rank = 12

Therefore, this particular keyword’s CPC will be determined by the Ad Rank of the bidder below you divided by your quality score plus 0.01. In the above example, Bidder B has the higher Ad Rank, and wins the auction.

Improving your quality score is just four steps away.

Though Google quality score information is available in the Google Ads account, on larger campaigns it can be time consuming and managers find it very difficult to find which quality scores have the highest impact on which campaigns. Remember, Quality scores are vital to the success of your campaigns.

What gets measured, gets managed!

Start here!

Improve the health of your quality scores with these four key components to Google Ads success:

1. Find those keywords from your campaigns that give you the quickest lift, now!

2. Find and improve weak ad copy. Improves quality and also influences the CTR.

3. Diagnose weak landing pages. Improves your Conversion Rate.

4. Track performance trends and adjust campaigns in real-time.

Use Google Analytics to optimize your campaigns. But before you get to this, you need to link Google Ads to Google Analytics.

Conclusion:

Digital Marketers are increasingly under more pressure to ensure the highest ROAS on digital advertising spend. Account Managers are inevitably tasked with endless experimentation for every feature in an attempt to ensure that campaigns are attracting the right audience at the right price and converting.

The four steps recommended here will allow you to dramatically improve the quality score of your keywords and ultimately increase your overall campaign ROI. If you still have questions or think Make Marketer Agency can help you improve your Google Ads performance.

In addition, digital marketing agencies often struggle to find good digital marketers who can handle the client ads account. They find digital marketers who can only create campaigns and have no idea about growth and ROAS. To help solve this problem Make Marketer started India’s First 100% Real-Time Digital Marketing Bootcamp where apprentices learn on live client campaigns breaking away from the institute type of training and going on to learn something that is in-depth and can implement advanced ad strategies from day 1.

Interested to know more about this Digital Marketing Immersive Bootcamp, Please visit our website: http://pages.measuremarketer.com