12- Apr2018
Posted By: DPadmin
21 Views

5 advanced Google AdWords features to enhance your PPC 

Google AdWords is a highly effective marketing channel for brands to engage with customers.

The auction-based pay-per-click (PPC) model has revolutionized the advertising industry, but beneath the seductive simplicity of this input-output relationship lies a highly sophisticated technology.

Within this article, we round up five advanced features that can help you gain that vital competitive advantage.

Google AdWords has undergone a host of changes over the past 12 months, some cosmetic and some functional. Google’s prime revenue-driver has a new, intuitive look and feel that makes it even easier for marketers to assess performance and spot new opportunities.New-Adwords-InterfaceUnder the hood, AdWords is home to some increasingly sophisticated machine learning technology. Everything from bid adjustments to audience behavior and even search intent is now anlyzed by machine learning algorithms to improve ad targeting and performance.

All of this is changing how we run search campaigns, largely for the better.

Meanwhile, there are broad trends that continue to converge with search. Voice-activated digital assistants, visual search, and the ongoing growth of ecommerce all center around Google’s search engine.

At the intersection of Google and these emerging trends, paid search will evolve and new ways to reach audiences will arise.

Though this future-gazing reveals just how exciting the industry is, marketers also need to keep one eye firmly on the present.

As it stands, AdWords provides a vast array of features, all of which can impact campaign performance. Though automation is taking over more aspects of the day-to-day running of an account, there is arguably more need than ever before for seasoned paid search experts how know how to get the most out of the platform.

Below are five advanced AdWords features that can boost any PPC campaign.

Demographic targeting

For all of AdWords’ virtues, it has not been able to rival Facebook in terms of sheer quantity of demographic targeting options.

As part of Google’s ongoing shift from a keyword focus to a customer-centric approach, demographic targeting has improved very significantly.

This feature now allows advertisers to target customers by income and parental status, along with gender and age. Targeting by income is only available for video advertising and is restricted to the U.S., Japan, Australia, and New Zealand for the moment.

Nonetheless, this is a noteworthy update and provides an advanced feature that many brand will welcome.

The available options now include:

Demographic targeting for Search, Display or Video campaigns:

  • Age: “18-24,” “25-34,” “35-44,” “45-54,” “55-64,” “65 or more,” and “Unknown”
  • Gender: “Female,” “Male,” and “Unknown”

Demographic targeting for Display or Video campaigns can include:

  • Parental status: “Parent,” “Not a parent,” and “Unknown”

Demographic targeting for Video campaigns can include:

  • Household income (currently available in the U.S., Japan, Australia, and New Zealand only): “Top 10%,” “11-20%,” “21-30%,” “31-40%,” “41-50%,” “Lower 50%,” and “Unknown”

Combined with the improved user interface, this can lead to some illuminating reports that highlight more detail about audiences than we have ever seen in this platform.

It’s not perfect yet and has some drawbacks in practice, as creating audiences can be quite labor-intensive when combining different filters. Nonetheless, demographic targeting is improving and will be an area of focus for Google this year.

Our previous article on demographic targeting goes into more detail on how to set this feature up.

Click-to-call

A very natural byproduct of the increase in mobile searches has been an explosion in the number of calls attributed to paid search.

In fact, BIA/Kelsey projects that there will be 162 billion calls to businesses from smartphones by 2019.

click-to-call

Search forms a fundamental part of this brand-consumer relationship, so businesses are understandably keen to ensure they are set up to capitalize on such heightened demand.

Click-to-call can be an overlooked opportunity, as it does require a little bit of setup. If advertisers want to add call extensions, report specifically on this activity, and even schedule when these extensions appear, it is necessary to do this manually within AdWords.

reporting

Helpfully, it is now possible to enable call extensions across an account, simplfying what was once a cumbersome undertaking.

This is becoming an automated process in some aspects, whereby Google will identify landing pages that contain a phone number and generate call extensions using this information. However, some manual input will be required to get the most out of this feature.

Our step-by-step guide contains a range of handy tips for marketers who woud like to enable click-to-call campaigns.

Optimized ad rotation

Google made some very notable changes to its ad rotation settings in the second half of 2017.

In essence, ad rotation constantly tests different ad variations to find the optimal version for your audience and campaign KPIs.

Google’s machine learning technology is a natural fit for such a task, so it is no surprise that Google wants to take much of the ad rotation process out of the hands of advertisers and turn it into a slick, automated feature.

Perhaps this focus on the machine learning side of things has led advertisers to beleive that the process now requires no input from them.

A recent study by Marin Software across their very sizeable client base found that many ad groups contain fewer than three creatives:

Ad rotation

This is very significant, as Google recommends providing at least three ads in every ad group. Their official stance is, “The more of your ads our system can choose from, the better the expected ad performance.”

Creating a range of ads provides the resources Google needs to run statistically significant tests. No matter how sophisticated the machine learning algorithms are, with only one or two ads in each group there is very little they can do to improve performance.

There is a broader lesson to be taken here, beyond just getting the most out of this AdWords feature.

Even the most advanced technology requires the right quantity and quality of inputs. Although more and more elements of AdWords management can be automated, this doesn’t mean we can leave the machines to their own devices.

There are plentiful best practices that we still need to follow. Optimizing your ad rotation by including at least three ads in each group certainly counts as one of these. 

Custom intent audiences

Google is clearly making a play for more of the traditionally ‘top of funnel’ marketing approaches.

The launch of more granular custom intent audiences with the Google Display Network is part of a wider strategy to take on the likes of Facebook by providing greater control over target audiences.

Google’s guidelines provide clear definition over how this recently launched feature works:

For Display campaigns, you can create a custom intent audience using in-market keywords – simply entering keywords and URLs related to products and services your ideal audience is researching across sites and apps.

In-market keywords (Display campaigns)

  • Enter keywords, URLs, apps or YouTube content to reach an online audience that’s actively researching a related product or service.
  • It’s best practice to add keywords and URLs (ideally 15 total) that fit a common theme to help AdWords understand your ideal audience.
  • Avoid entering URLs that require people to sign in, such as social media or email services.
  • Include keywords related to the products and services that this audience is researching; these will be used as the focal point for building the custom intent audience.

Custom intent audiences: Auto-created (Display campaigns)

To make finding the right people easy, Google uses machine learning technology to analyse your existing campaigns and auto-create custom intent audiences. These audiences are based on the most common keywords and URLs found in content that people browse while researching a given product or service.

For example, insights from existing campaigns may show that people who’ve visited a sporting goods website have also actively researched all-weather running shoes. AdWords may then auto-create a new ‘waterproof trail running shoes’ custom intent audience to simplify the process of reaching this niche segment of customers.

Once more, we see the addition of machine learning into a core Google product.

These automated audience lists are generated based on activity across all of your Google marketing channels, including YouTube and Universal App Campaigns, along with Search and the Google Display Network.

Although this does not yet provide the level of targeting that Facebook can offer, custom intent audiences do dramatically improve the product and they move Google closer to a truly customer-centric approach.

Sophisticated advertisers will find thata this advanced feature improves performance for both prospecting and remarketing.

Smart bidding

Smart bidding has some crossover with the other AdWords features on our list. In a nutshell, smart bidding uses machine learning to asses the relationships between a range of variables and improve performance through the AdWords auction.

It is capable of optimizing bids to ensure the best possible return on investment against the advertiser’s target KPIs. Smart bidding does this by looking at the context surrounding bids and isolating the factors that have historically led to specific outcomes. Based on this knowledge, it can automatically bid at the right level to hit the advertiser’s campaign targets.

These targets can be set based on a target CPA (cost per acquisition), ROAS (return on ad spend), or CPC (cost per click).

The latest option available to brands is named ‘maximize conversions’ and this will seek to gain the optial number of conversions (whatver those may be for the brand in question) against their set budge.

As we have noted already, these algorithms require substantial amounts of data, so this is a feature best used by this with an accrual of historical AdWords performance data.

Smart bidding is also not quite a ‘set and forget’ bidding strategy. Some marketers will still prefer the control of manual bidding and it would be fair to say that smart bidding levels the playing field somewhat across all advertisers.

Nonetheless, it is a hugely powerful AdWords feature and can create multiple account performance efficiencies.

Source: 5 advanced Google AdWords features to enhance your PPC | Search Engine Watch

06- Apr2018
Posted By: DPadmin
18 Views

6 Growth Marketing Best Practices for Higher SEM Profitability

We’ve all heard of growth marketing.

But what does growth marketing actually mean?

At the risk of over-simplifying, growth marketing is essentially the path to attracting the right visitors to your business. Not just the low-hanging-fruit, top-of-funnel visitors, but those who are “sticky” and likely to lead to a conversion or sale.

Search engine marketing (SEM) is the unsung hero — and the secret weapon — for today’s growth marketing leaders.

In addition to achieving a successful consumer decision journey across multiple channels and devices, search delivers bottom-line results and ensures on-track results for the long-term.

Here are six best practices for a winning SEM strategy.

1. Deliver Value Across the Decision Journey

As the behavior of your fragmented customers evolves, your growth marketing plan should as well.

Who are the customers behind all those clicks?

New research from Bing Ads allows us to better understand the five distinct stages all customers share:

  • Initiation: Getting background information and buying landscape to become a more informed researcher.
  • Research: Exploring buying guides, recommendations, and products that meet basic criteria.
  • Compare: Comparing a handful of products that meet the customer’s criteria, including ratings, reviews, features, and cost.
  • Transaction: Finding where to buy, then seeing pricing and promotions, availability, and local stores.
  • Experience: Getting customer service, asking maintenance questions, and making additional purchases.

2. Align Your Campaign & Business Goals

Search can impact, and help you measure, your business goals.

Be sure to align your SEM strategy with your campaign objectives:

  • Brand awareness and perception: Bid competitively on your non-brand, brand, and competitors’ keywords. Non-brand searches are the key to starting a journey: 72 percent of brand ad clicks had a non-brand or conquest term in the user journey preceding the brand click. Searchers were 30 percent likelier to conduct a branded search after being exposed to a brand ad on a generic search query or a competitor’s branded query.
  • Win new customers: Consumers rely on search to inform purchase decisions. SEM can help with every stage of the decision process. At the start of their journey, 49 percent of consumers use a search engine to find the products they want.
  • Drive sales: Search’s strength is driving conversions. It outperforms other marketing channels across devices in conversion rates.
  • Enter new markets: The ubiquity of search allows you to activate a cross-border marketing strategy that drives foot traffic with Location Extensions, get more phone calls with Call Extensions, and increase ad clicks with Sitelink Extensions.

3. Expand Your Marketing Funnel

As our constant companion, search is no longer just a product — it’s a behavior.

We turn to search at all times and in all places, whether on our desktops, laptops, tablets, or smartphones.

Understanding how people search at different points on their purchase journeys opens the door to engage your brand with this new audience.

Having become an engine of insights, search now delivers influence throughout the five buying stages (initiation, research, compare, transaction, and experience).

SEM also reinforces your conversion funnel and unifies disparate marketing activities.

4. Take Audience Targeting to the Next Level

Right-time, right-place engagement alone is no longer enough to compel potential customers.

You need to reach as many unique searchers as possible utilizing audience targeting.

Step 1: Build richer buyer personas that consider these factors:

  • Behavioral: Past behaviors are useful for understanding consumers’ interests and their likelihood to purchase. To better measure user behavior, analyze activities across websites, searches, and content.
  • Demographic: Buying preferences are influenced by elementary but important factors that include age, gender, and location.
  • Contextual: Consumers often search in the moment. Analyzing where, when, and how they search can provide useful content for creating more impactful ad campaigns.

Step 2: Choose keywords that align with the key stages and mindsets of your target customers:

  • Initiation: Keywords such as “What is” and “Benefits of” work best at this stage.
  • Research: Keywords such as “Buying guide” and “Models” work best at this stage.
  • Compare: Keywords such as “Reviews” and “Features” work best at this stage.
  • Transaction: Keywords such as “Where” and “Coupon” work best at this stage.
  • Experience: Keywords such as “Support” and “Experience” work best at this stage.

5. Lift Other Investments with Paid Search

Optimize your search efforts by combining organic search with a paid SEM strategy.

  • Search and social: Customers who click your paid search and social ads are likelier to buy and spend more. Strengthen your keyword coverage to get more impressions, and tailor your bidding strategy for commercial-related PPC campaigns.
  • Search and TV: Search volume spikes for days after a commercial airs. In a Bing Ads study of the biggest commercial event of the year, the Super Bowl, the increase in branded search volume followed a consistent pattern across industries.
  • Search and display: Conversion rates increased by 52 percent while display and search were running simultaneously. Not only did conversion metrics increase, but campaign reach (impressions) increased by 45 percent as well.
  • Search and other channels: When Bing Ads is alone in the purchase path, purchases have a 27 percent higher order average order value than purchases not including Bing Ads, which also generate value when paired with other channels.

6. Fight & Win the Battle for Paid Search Budget Share

SEM still competes with other channels for a share of your marketing budget.

So bring along hard data that connects the dots between search engine marketing and business benefits.

Your budget share battle plan involves three elements:

Pick the Right Metrics to Measure SEM Impact

Metrics provide an easy way to see what is and isn’t working.

Your team can test, change and optimize your brand’s SEM strategy for better results.

Focus your reporting by identifying and tracking key performance indicators that reflect your business goals:

  • Acquiring new customers
  • Driving foot traffic
  • Getting more phone calls
  • Increasing ad clicks
  • Building your brand trust
  • Expanding cross-border strategy

Separate SEM Impacts from Other Channels

Know which channels drive your marketing results.

Each sale is the culmination of a series of marketing touches that may involve several channels over the course of days or even weeks.

Attribution gets quite complex at times, so if you can prove campaigns with paid search deliver ROI and bottom-line results, you’ll unlock more budget and further optimize search performance.

Apply the Same Process to Allocate Budget Between AdWords & Bing Ads

This last piece falls into place when you analyze the paid click share and query that each SEM option represents within your industry.

You’ll not only get your business in front of a large audience, you’ll be confident that your paid ads will lead to clicks.

Conclusion

SEM is the backbone of today’s marketing mix.

With so many channels and more fragmented customer journeys, the real challenge is ensuring you engage audiences at the right time through the right device.

You no longer can afford to put all of your marketing dollars into one search ad network.

Follow the best practices outlined here to maximize the reach, impact, and value of your paid search campaigns with bottom-line results.

Then your fight for marketing resources will be far easier to win!

Source: 6 Growth Marketing Best Practices for Higher SEM Profitability

15- Jun2017
Posted By: DPadmin
72 Views

How to use Google’s new demographic targeting for search ads | Search Engine Watch

Through AdWords, Google has given advertisers a lot of control over when and how their ads are shown, but until recently, it wasn’t possible to target users.

Until recently, however, you were unable to target users based on demographic – a function that has been available for a while now on both Facebook and Bing.

The new feature allows advertisers using Adwords to target users based on:

  • Age
  • Gender
  • Parental status

This feature will be particularly useful where user intent varies considerably based on these variables. For example if you were selling high-end investments or watches, it is unlikely that young people under the age of 25 would have the necessary capital to purchase them.

However when using this feature, it is important to make sure that your conclusions are based on data as opposed to your gut feelings. A study by Google has shown that some of our preconceived ideas about which demographics purchase which items may result in us missing out on a considerable proportion of buyers.

Image: Google

For example if you were running a campaign selling home improvement products and excluded women on mobile devices, you could lose 45% of your traffic.

One thing to bear in mind is that your customer might not always be your customer. For instance, the study by Google showed that 40% of baby products are purchased by households that do not contain parents.

Here you can see that a considerable proportion of some markets are not the consumers themselves, but people purchasing on behalf of consumers.

How to set up demographic targeting in AdWords

The demographic targeting options can be found within the audiences tab alongside your remarketing lists for search ads (RLSA) data. To add bid modifiers take the following steps:

STEP 1. Go to the “audiences” tab and then to the “demographics” sub-tab as shown below.

STEP 2. You can switch between demographic data for “age” and “gender” using the two sub-tabs that are located under the graph.

STEP 3. Bid modifiers can be set within the “bid adjustment” column by clicking on the dashed line.

Once you have done this you should see a popup like the one below where you can enter your bid modifier.

STEP 4. To calculate your bid modifier you should use the following formula: divide the age conversion rate by the ad group conversion rate, subtract one, and multiply by 100.

So for example if the conversion rate for people aged 25 – 34 is 3.52% and your conversion rate for the ad group overall is 2.76%, then your bid modifier would be 28%. Note that you need to round up your modifier to the nearest whole number.

When you are faced with “Unknown” data where Google is unable to match the user to their data, you will in most cases not want to exclude this audience.

In some cases we have found that Google can’t match data to a large chunk of your traffic, which can be frustrating, but if you exclude this you are likely to miss out on a considerable portion of your traffic.

Conclusion

Overall, demographic targeting for the search network gives advertisers another dimension with which to narrow down their audience to target the most relevant people.

Google’s example of baby products being bought by households that do not contain any parents is a perfect example of why it is necessary to follow the data as opposed to your gut feeling when using this feature. Otherwise you run the risk of losing a considerable portion of your audience.

Finally, when you are faced with the dreaded unknown column, think twice before excluding this data. In the vast majority of cases this will account for a considerable chunk of your traffic so it is best not to exclude it.

Source: How to use Google’s new demographic targeting for search ads | Search Engine Watch