• adwords-vs-adwords-express

    Know Your Platform – Adwords Express Vs Google Adwords

    It is recommended to use only one Google advertising tool at a time, either Adwords Express or Google Adwords. But how do you know which one you should use? Each one allows you to advertise to potential buyers at the best times for conversions. Your ads appear throughout the Google network, like on Google.com and Google Maps. Both allow you to only pay for the clicks you get, both have mobile ad capabilities, and both give you the power to target your ads by any location. So, if they do roughly the same thing, what’s the difference?

    Adwords Express

    This advertising tool allows you to take advantage of automated management and provides an easy advertising solution even if you don’t have a website. However the ads available on other related websites are limited in capability and you can’t use advanced advertising formats like video ads.

    Adwords Express is better for business owners who don’t have a lot of time to dedicate to managing an online marketing campaign. There is minimal management necessary. Google will automatically set your keywords and bids for you. Express is a newer form of Adwords that takes a lot of the detailed work of the shoulders of the client.

    Adwords Express has three major benefits over Google Adwords:

    • It is easier to use than Adwords, consisting of a 10 minute setup process before you’re ready to advertise. You get keyword variations chosen for you, starting bid prices based on Google’s bid auction model and a recommended monthly budget.
    • The targeting is automatically set based on your location so you don’t have to spend time segmentation by geographical location.
    • Google will automatically place your ad depending on category selection and will make sure your ads are relevant to the topical information on the page on which they are displayed.

    Google Adwords

    With this tool, you have more power to advertise on related websites. But you don’t have automated management and you need to have a website built to you it. You can, however, use  advanced ad formats such as video.

    Adwords gives you more control over your campaigns and a wider array of formats, settings and features. You have the ability to choose keywords, set bid prices and structure your account the way that you want to. There are retailed reporting and scheduling tools available.

    Google Adwords can be a better choice is you need more control than what Adwords Express offers.

    With this larger degree of control, you are able to remove any assumptions being made about your business. Google’s suggested budget is not always accurate and to run an efficient campaign, sometimes you need to do your own research about your keywords and budget.

    Traditional Adwords also gives you the ability to draw your own geographical location to show your ads to. This is important if you sell online and want to target specific cities or states that buy from you more than others. Express can often be too focused or too broad when it comes to choosing locations. Adwords also has many more options for fine-tuning your keyword selection, such as negative keywords.

    Express does not give you access to keywords, but instead everything is automated in order to save time. For example, if you run an Internet marketing agency, it is likely your keyword selection by Google would be “internet” “marketing” and “agency” whereas it would be much more beneficial for them to target “internet marketing agency” as a full phrase. You can’t change this with Express, but you can with traditional Adwords.

    Article Source: http://www.myblogtrade.com/adwords-express-vs-google-adwords/

  • remarketing-campaign-example

    Brief Overview – Dynamic Remarketing Vs Static Remarketing

    Remarketing with Google AdWords is one of the best ways to get old website visitors back to your website by showing them custom ads targeting their interests. Remarketing is a powerful way to convert one-time visitors to buyers. It’s one of the most magical ways of marketing, gathering passive information about visitors to make it easier to sell to them in the future.

    Whether you have been remarketing with Adwords for years or days, you should know the difference between dynamic remarketing and traditional remarketing and the benefits of each.

    What is Traditional/Static Remarketing?

    When using AdWords for remarketing, you will usually send ads out to a broad audience, such as everyone who viewed one product category. Before dynamic remarketing, it wasn’t time effective or financially wise to try to remarket to each person depending on the specific item or page they viewed, especially if your site has thousands of pages.

    Traditional/Static remarketing usually means you send everyone who viewed one broad area, such as a category, to a landing page. This often results in sending a visitor to a landing page that contains information they aren’t interested in. As a result, they may end up clicking away.

    What is Dynamic Re-marketing?

    Dynamic re-marketing was formed recently as a solution to the problems that come with traditional re-marketing. It allows you to re-market in a more specific way, sending visitors an ad that shows the specific product or information about the specific page they viewed on their first visit.

    Basically, dynamic re-marketing allows for personalized marketing, which gives visitors exactly what they want and nothing more. More personalized marketing typically results in a higher ROI because there is a simple solution offered for the consumer’s problem or need.

    Dynamic re-marketing works by first making sure your product information is uploaded to the Google Merchant Center. Once someone visits your site and looks through your product, they are added to your re-marketing lists. Using the information from the Google Merchant Center, you then display ads that are related to the products they viewed and only the products they used.

    The main thing that sets dynamic re-marketing apart from traditional re-marketing is that “instead of picking one of your re-marketing lists and showing an ad based on the ad groups you create manually, Google will instead show the most relevant products from your Merchant Center feed based upon where users were on your site when they receive the dynamic re-marketing cookie.”

    Factual Benefits

    Despite the smaller audience per ad, has been shown that the results of dynamic remarketing are extremely positive:

    • Conversion rates with dynamic remarketing are three times that of traditional remarketing
    • ROI will increase up to 300% with dynamic remarketing
    • CTR is boosted up to 7 times with dynamic remarketing ads as opposed to traditional ads
    • Revenue from dynamic ads has been known to triple compared to traditional remarketing ads

    When tested, it is certain that dynamic remarketing ads perform better than traditional ads. However, they are more complicated to set up. The remarketing tags have to be adapted in order to include details that are specific to each user. There are resources to help with creating custom tags, but it can be a difficult and time consuming process.

    Our Suggestion: Consider reading 5 Adwords PPC Secrets to Get More Conversions and 10 Common Adwords PPC Mistakes that Small Business Must Avoid to make your PPC campaign more effective.

  • 5 Adwords Secrets

    5 Adwords PPC Secrets to Get More Conversions

    Did you know that in managing your Google Adwords pay per click campaigns, you can easily lose a large amount of money without even knowing it? So what is the secret for eliminating wasted expense? Well, here are 5 secrets which can help you to eliminate the expense and get you more conversions.

    #1 Improve Quality Score

    We know that there are three main components used to determine the quality of the Adwords campaign:

    • Click Through Rate
    • Ad relevance
    • Landing page experience

    It is not uncommon to hear feedback from clients and agencies alike that the component of the landing page is the most expensive and time-consuming to optimize. This is because, the changes in the landing pages may require the participation of individuals or many teams, like web designers and developers and IT professionals. It’s okay. While waiting for those beautiful landing pages to come to fruition, you can still improve the other two components and see concrete results. Quality score is directly related Ad Rank and CPC is the major factor of ad rank. Higher the quality score means higher the ad rank and it ultimately means lower the CPC. Found bit confusing? Let me try to explain it with an example,

    Suppose there are 3 websites (A.B and C) and they are bidding for the same keywords (suppose “Hire PPC Experts”). Let’s assume that the quality score of A, B, C for the keyword “Hire PPC Experts” is 5/10, 4/10 and 10/10 and they are bidding $5, $7 and $3 respectively. Now the question is, which ads will come on first position when someone searches for the matching query? The common thinking is, bidding higher will bring you better position on search page but it is partially true. Google considers your bid and quality score to determine your position and calculates your ad rank (Ad Rank = Bid*Quality Score). So in this situation,

    1. Ad Rank of Website A = 5 X $5 = 25
    2. Ad Rank of Website B = 4 X $7 = 28
    3. Ad Rank of Website C = 10 X $3 = 30

    Clearly; the ad rank of C is the highest among all 3 so Google will reward C on the first position (even after bidding only $3), B would get 2nd position (but they will have to bid $7) and C would get 3rd position even after bidding $5. So, either you increase your quality score or bid high to achieve better ranking. Options are yours.

    We at Conversion Perk focus on Quality Score rather than increasing the bid. Our average quality score ranges from 7 to 10. Increasing quality score by 1 position means you are saving 10% of your budget for that keyword. If you increase your quality score from 6 to 9, it means you have saved 50% of your Adwords budget for that keyword and this is what Conversion Perk do. By increasing the quality score, we cut down marketing budget of our clients without affecting number of conversions.

    #2 Do A/B Testing with Ad Copies & Landing Page

    To conduct the A/B test correctly, you will have to implement a control – usually the consistent, strongest performing version of your ad, along with at least one or more variations of this ad. Please note, in order to properly identify which variable is responsible for changes in the response rate or the desired result, both the ads must be alike except for one variable difference.

    #3 Do Regular Bid Optimization

    Optimizing Adwords should happen regularly. Adwords CPC and related offerings do continually change, even several times per second as the competition enters the market. These must be set at least several times a month if necessary to keep your keywords presented in the correct position, and take advantage of lower competition or to maintain the territory in times of increased competition. It can also be used to increase the position in terms having good performance from the conversion viewpoint.

    #4 Don’t Underestimate the Power of Re-Targeting

    Google Adwords allow you to retarget through their platform by creating retargeting lists based on a set of rules. For example, you can target all visitors to the site or you can target visitors who came to a specific page on your site or completed a specific action. Based on your targeting preferences, Google will trigger your ads to show the same visitors on websites across the Google Display Network. They have visited to your website earlier that means they are already familiar with your product/services so re-targeting your product/services within such potential customers increases the chances of conversion.

     #5 Use As Much Ad Extensions As You Can

    Ad extensions are a great way to stand out from the crowd and qualify with users. There are a lot of extensions offered by Google Adwords to choose from. The recommendation is to use all the extensions provided, but 80% of websites ignore this powerful tool. Even if you cannot use all extensions for some reason, here are 3 of the most important to use:

    • Sitelinks Extension
    • Call Extension
    • Location Extension

    Wrapping It Up!

    Following these proven techniques Adwords undoubtedly improve the current conversion rate of your campaign, which will help you get your overall advertising goals. However, be careful what method is being used!

    Share what other techniques you use to increase the Adwords conversions. We would love to consider them in my next article. Thanks for reading!

  • 10-common-ppc-mistakes

    10 Common Adwords PPC Mistakes that Small Business Must Avoid

    If you focus on a good PPC campaign the results can flourish but on the other hand the wrong strategies can lead to disastrous results. This is why it is important for small business owners to figure out which is the best approach when it comes to PPC marketing. With that in mind, here are some of the common mistakes that almost all business owners do in regards to PPC and you can save up to 40% of your monthly budget after doing proper optimization work (See how Conversion Perk helped their client getting more sales in the same budget)

    #1 Fighting for the first spot

    Just because you might be first in the paid ad sector it doesn’t mean you will have the most conversions. Research shows that the best paid spot is 3rd and 4th, so try to focus on that rather than the first spot. You will get comparatively less but more focused traffic. Everyone clicks on the website that comes on first position of search result page, no matter whether they are genuine buyer or not so you should consider this fact before making any bid.

    #2 Ignoring seasonal content

    If you want to boost your exposure, it’s a very good idea to adapt your ad copy to the current season and try to make your ad copies compatible with that only. This can help you generate lots of leads and sales without a high investment.

    #3 Not tracking results

    Once you invest in PPC, the first thing you can do is to study the results dashboard. Here you can see the traffic you get, the amount of leads you generate and other important information. If there are any issues, you can track and then resolve them on the spot, so proper tracking is mandatory for any PPC campaign to get better return on ad spend.

    #4 Not controlling your competitors

    You have to prevent competitors from using paid search with your company name. This will lower the results you can obtain and it’s a counter-intuitive process for any business. What you have to do however is to bid for your name and do that as fast as possible.

    #5 Using phone numbers

    It might seem eye catching at first but using the phone number in your ad won’t really offer any boost. That’s why the recommended option is to focus on using adequate copy rather than integrating the phone number in your ad copy. Adwords Search ad campaign comes with an ad extension to integrate your phone number. We always recommend our clients to use that feature instead of putting phone numbers in ad copies. By using “Phone Extension”, you can also put Google forwarding number with ad copies to track your phone calls. Actually we recommend our marketers to use all ad extensions that come with Google Adwords for better result. Here is an example of an ad copy with 3 “Ad Extensions”:


    #6 Stuffing keywords

    Not doing proper keyword research and stuffing keywords in your ad copy is a very bad idea. Basically you need to keep the bottom line in mind that you are supposed to attract your potential buyers with 95 characters only (25 characters in header and 70 characters in description line. I’m not a big fan of putting keywords in “Display URL” section.). Try to find the best keywords and use them wisely. If you can’t, hire a professional to write your copy!

    #7 Not doing geo-targeting

    Geo-targeting is essential if you want to focus on specific areas within the country or a certain age range. This might not seem that relevant at first but trust me; you will see huge improvement in result after enabling geo-targeting feature. According to GoogleLocation targeting helps you focus your advertising on the areas where you’ll find the right customers, and hopefully helps you increase your profits as a result. We suggest that you choose the region where your customers live and where your business can serve them.

    #8 Mobile Bid Adjustment

    Not all businesses or their target audience are the same. Just for an example, typically people prefer to use their mobile phone when they do some local search but at the same time, they prefer to use desktop computer when doing some business related searches. It is highly recommended to keep monitoring the performance of Adwords campaign based on device that your audience is using. If you are getting most of the conversions from mobile browser then increase your bid for that. This will help you to capture more customers. You can decrease your bid from desktop to form a balance. Read detailed explanation about Mobile bid adjustment on Google Adwords Support blog.

    #9 Not doing any tests

    Testing is mandatory in any industry and the same applies in the PPC world as well. The more you test the better it is and the more value you can get in the end. Focus on proper testing with ad copies, landing page, keywords types etc and the results will surely pay off!

    #10 Avoiding the brand name keywords

    A very good idea is to bid on the competitor name and keywords. This can help you get the attention of potential customers and you do want that to happen. It’s helpful if you want to get more leads (basically if you want to steal your competitors lead)!

    Unfortunately, more and more marketers and companies are making these mistakes, but our solution will help you deal with all issues efficiently and in a much better manner. Try to focus on ad quality, use seasonal opportunities, geo tagging and all the other helpful situations that might bring in front great results. Do all you can to get exposure and stop fighting for the first place; you can even get a good exposure from the third place in the ad results!

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