Tag | ppc
I want to put a series of tips together for people either looking to use Google AdWords as a genuine internet marketing tool, or those that ARE already using Google PPC. Some of these tips might seem extremely obvious, however you would be surprised how people don’t get the basics right.
Tip 1: When you are setting up your campaign for the first time DO NOT opt into both the search network and the display network.
Why? Because these are completely different audiences, and the display network especially will have a very low click through rate. Still, why does this matter? Because the click through rate of your campaign will be one factor that determines the overall quality score of your AdWords campaign. Why should you care? Because the quality score of your AdWords campaign determines the cost per click you need to pay to get your advert seen in the most optimal position for your business.
If you do want to test both the search network and the display network, then have them as two separate CAMPAIGNS (not Ad Groups) – each with their own budget.
Tip 2: Reflect the type of enquiries you are looking for by the times you want your ads to run.
If you are in your business Monday to Friday, from 8.00am until 6.00pm, and your “referrals” or “enquiries” consist of people expecting a phone call to discuss using your services or products, then get your Google AdWords to REFLECT this. This is particularly important if you are a B2B (business to business) company, or if you are trying to get the most from your budget.
Do enquiries happen outside of these times? Yes, however if you need to make a phone call to “sell” the benefits of your service, then waiting 24/48 hours to do so will often result in the “lead” already going somewhere else. It is very unlikely you were the only person they contacted when they were searching for your product or service.
Tip 3 – Don’t try to aim for the top 2 positions in Google.
There is a common thought that being the “top” of Google (especially in the sponsored links section) is where your business “wants to be”. This is simply not the case. Take the example below:
When we took this client on the general mentality was to be “the top of Google” and although the click through rate was very high, so was the cost. Our strategy was to actually AVOID the top two positions, and get them MORE clicks for LESS cost. As you can see from the graph above, we managed to dramatically reduce their costs AND dramatically increase the number of clicks they received. As a result we were able to see a reduction in the COST PER CONVERSION, which brings me on to tip number 4.
Tip 4: Ensure your Google Analytics account is linked to your Google AdWords account.
Some people think that Google will “automatically” link your Google AdWords to your Google Analytics, after all, they are both the same log in details, right? Wrong! Google needs to be TOLD that you have a Google Analytics account and you need to link the two together FROM your Google AdWords account. You need to ensure the log in details of the two accounts have full Administrative access on both the AdWords account AND the Analytics account. If you have follow the simple instruction in your AdWords account and click the “tools” tab, select Google Analytics, and follow the steps through from there.
So – they are my 4 top tips for people who are just starting out with Google AdWords – look out for parts 2, 3 & 4 over the next few weeks.
Google recently announced a major enhancement to they way they show sitelinks as part of a Google AdWords advert.
In the past sitelinks would appear like the example below:
These links allowed you to find pages more relevant to your initial search, saving you time to get to pages deeper inside the website and “enhancing” your search experience.
Now Google are testing a “turbo charged” version:
Looking at the example that appeared on the official Google AdWords site
If you had the following AdWords advert
And you also had several other Ads that were triggered by different searches (but within the same campaign), like these:
Then your new Google AdWords advert might look something like this:
This is like getting 5 AdWords listings for the price of 1!!
The cost per click will be the same as it would have been for the “click” your main ad would have been bidding for. Early tests have shown a major increase in the click through rate for the advertisers, therefore this is something that we will certainly be looking to adopt for our clients when required.
Do you think will enhance the Google search results, or are you more concerned with how it might effect the natural search results on the first page of Google?
Thanks to twitter (and people I follow on Twitter) – this is a fantastic infographic which explains Google AdWords far better than I could
Infographic by Pulpmedia Online Marketing
Throw in a bit more about Google Remarketing and Mobile Marketing and that would be ALL of Google AdWords in a nutshell. Great work by the guys at Pulp Media.
I was looking at the results of a clients Google AdWords campaign for this year and thought the graph below probably summed up the value of a Google AdWords certified partner better than anything else I could say:
As with most companies using Google AdWords, the top two spots in the Google AdWords listings is always the target. The theory being that more people will click the top two spots compared to the other positions.
This is true, the click through rate for the top two positions IS higher, however when you take into consideration the cost, the number of conversions and the cost of those conversions then a different strategy is often much better.
As you will see from the graph above, we finally convinced the client that top position wasn’t the best place to be, and finally (guess when!) we were able to completely revamp the entire campaign to exactly how we wanted it to be.
As a result we:
- Reduced the total monthly cost by over 66%.
- Increased the total number of conversions.
- Reduced the cost per conversion significantly.
- We have saved this client over £2000 per month since March, and yet we have INCREASED the number of clicks to their website.
We also introduced a mobile targeted campaign, an image AdWords campaign and a Google Remarketing campaign.
Just thought I would share this with you as I do enjoy being right
PS The spike in cost at the end of the graph (31st August 2011) is the start of the Google Remarketing campaign – will let you know how this turns out, but the client has over 20,000 people to start advertising their services & offers to throughout the rest of the year!
I have come across several Google AdWords accounts recently that have prompted my to write this blog – if you have a Google AdWords campaign that either a) You have set up yourself or b) Have had your web developer set up for you or even c) Have a company reputedly say they are a Google AdWords certified partner set one up for you then these are 5 tell tale signs that it could probably be vastly improved.
- Your keywords are all on a broad match basis. If your keywords are ALL on a broad match basis then you will be wasting vast amounts of your marketing budget. By having your Google AdWords on a broad match basis you effectively give Google the “permission” to show your AdWords advert whenever it sees fit – for example an office furniture company’s AdWords were showing when people were searching for Auction House. This is called extended broad match and is when Google decides that two topics “might be” related and the searcher “might” be interested in your products or services – bad, bad, bad….The solutions are – refined broadmatch keywords (whereby you place a + in front of each keywords in your list), Phrase match (whereby you place “” around each keywords), Exact Match whereby you place  around your keywords or at the very least add hundreds of negative keywords (whereby you add – before the keywords you do not want to show your AdWords advert for).
- Your Keywords Are All On AutoBid. Any Google AdWords Professional will (almost) never use the Google Autobid facility as it will never be in your favour – always have your keywords as manual bids and control (up and down) the amount you are wanting to pay – if a keyword becomes too expensive simply pause it.
- Conversion Tracking is missing. Almost every Google AdWords campaign should have some form of Conversion Tracking added to it. Whether this is a brochure download, a completed enquiry form or a call back form – you can easily generate code that your web developer can add to the relevant parts of the website. This is vital in knowing which keyword(s) are generating actions and enquiries via your website. Ultimately your Google AdWords campaign is about understanding which keywords and phrasing are bringing you the most cost effective amount of business or enquiries and trying to concentrate and expand on these.
- Your AdWords are showing on both the search network and the display network within the same campaign. Showing your AdWords in both the search network and display network of Google can reap rewards for some businesses. Different businesses have different performances on both of these platforms however the Click through rate of your AdWords on the display network will usually be massively different to those that show on the search network. By having them combined in one campaign means that the click through rate will show an average across both, which in turn will effect the quality score of your advert. The lower your quality score the more money you need to pay per click to maintain the position you hold in the search network. Each platform should be kept separate and monitored separately.
- The biggest tell tale sign of all. The search terms button. When you log into your Google AdWords account you need to drill down to ADWORD GROUP LEVEL (i.e. each individual AdWords Group) – you will see below your graph and above your keywords a button saying “SEE SEARCH TERMS” – hit this button to see exactly WHAT your AdWords advert has been triggered for – this is where you will see the fruits (or not) of having your account on a broad match basis. We looked at a potential new client recently who had paid a company to set up their AdWords campaign – he was unhappy that he had spent £500 in “clicks” and didn’t feel he had anything to show for it. When we looked in this tab over 50% of his budget had been spent on people searching for JOBS in his industry (which he absolutely wasn’t looking for) – a classic example of how dangerous and costly bidding on a broad match basis can be.
Liam Lally – Google AdWords Certified Partner.