Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Know How to Optimize AdWords with Google Analytics

Due to its ever increasing popularity, Google Adwords has become a mainstream mode of online advertising for many businesses be it small, medium or large.

These businesses rely heavily on Google AdWords because of its potential to assure immediate and qualifies traffic to their websites.

The platform of AdWords offers a number of metrics that directly correlate with the performance of your AdWords campaigns and also helps you to measure the success of your AdWords campaigns.

These metrics are impressions, clicks, Cost per Clicks, conversions, Cost per Conversion, Click Through Rate and a lot more.

There is no doubt that AdWords is one of the best ways to get clicks and conversions.

However, through AdWords reports you only get to know the total number of the above-mentioned metrics.

What happens in between the process from clicks to conversions remains a secret.

To reveal the secrets of the conversion funnel you need to employ Google Analytics. Click To Tweet

How does Google Analytics complement Google AdWords?

Google Analytics allows you to track the important metrics and tells you about the user experience and gives you the best information on how you can improve the performance of your website.

Google Analytics monitor the effectiveness of the of your AdWords campaigns. Click To Tweet

It gives you insights of what visitors do on your website and how many of them are converting, what is the time duration of conversion.

Google Analytics also finds out ways why some of your visitors are not converting and what all you can do to reverse this action.

By monitoring the important metrics in accordance with your campaign goals, Google Analytics helps you to determine what all factors you have to take into consideration in order to optimize your AdWords campaign.

Therefore, by linking Google Analytics to your AdWords account, you can easily analyze customer activity on your website.

You can import the goals and transactions of Google Analytics and view the data of Google Analytics in your AdWords reports by linking the AdWords and Analytics account.

How to Link AdWords and Google Analytics

To link AdWords and Google Analytics, you will need a Google account to ask for the following permission:

After getting the respective permissions, follow the given steps.

Step 1: Sign in to your AdWords Account

Step 2: Click the Gear menu and then select Linked Account

Step 3: Under Google Analytics, click on the View Details. Here you will have a list of the Google Analytics properties that you have access to.

Step 4: Click on the Setup Link, next to the property that you want to link to AdWords. Here, you need to choose a property for your business that you want to advertise with AdWords.

Step 5: Next, you will see either of the 2 screens explained below.

Screen One

If the property that you choose has an only single view, then you’ll see the name of that view. Then import the site metrics so that you can see Google Analytics data with AdWords reports.

Screen Two

If the property has multiple views, you’ll get to see a list of views that you can link from this property. There are 2 setting for multiple views property:

(a) Link: With this, you can link as many views as you want. The click and cost data will be available in the Analytics and the goals and transactions of Analytics will be imported to AdWords.

(b) Import Site Metrics: This one is highly recommended. Here, you can choose one metric to import the site engagement metrics. It also shows the site engagement metrics in the Google Analytics reporting columns of your account.

Step 6: Click Save.

Google Analytics+AdWords= Improved Performance

On one hand, Adwords tells you about how much money your ads cost and how many clicks and conversions are you getting, while on the other Google Analytics describes what all is happening during the conversion funnel.

To boost the AdWords campaign's performance, AdWords and Analytics make a perfect match. Click To Tweet

Apart from the impressions, clicks, Cost per Click, conversions, Cost per Conversion and CTR, there are few more metrics that give you a complete view of what all is happening in your AdWords Account.

These metrics are the Bounce Rate, Page Visits, Average Visit Duration and % of New Visits.

Before going into much depth, there are few things that need to be explained first.

As the users are becoming more and more organized in their manner of searching and the path from the initial search to conversion becomes longer.

This conversion path is known as the Attribution Path and the detailed description of this Attribution Path is called the Attribution Report.

The Attribution Report basically records the searcher’s path to conversion. Click To Tweet

The Attribution Report data is found in Tools>Attribution

In Attribution, there are various reports that help you to understand different views of your conversion data.

(A) The Attribution Overview Report

It gives you top level view of your conversion paths. It tells you the number of conversions you received along with additional data that tells how many days, clicks and impressions lead to the conversions.

(B) The Conversion Reports

If you are involved in multiple conversion actions, this report will tell you how many conversions you received for each of the particular conversion action.

Under the Conversions Report, the Assisted Conversions Report showcases the number of conversions that your ads assisted.

The Assisted Conversion is further divide into parts:

  • Click Assisted  Conversions- This shows the number of conversions that are assisted by clicks for each keyword excluding the last click.
  • Impressions Assisted  Conversions- This shows the conversions that are assisted by impressions before the last click.

(C) The “Cross-Device” Activity Reports

This report shows you valuable information about how your customers use different devices on their conversion path.

(D) The “Paths” Reports

This report shows you the most common path that your customers take to complete a conversion. It provides information that is based on the ads that were displayed or clicked before the conversion took place.

(E) The “Click Analysis” Reports

Two Reports come under this i.e. First Click Analysis and the Last Click Analysis.

  • First Click Analysis: This report shows you which keywords brought customers to your website.
  • Last Click Analysis: This report tells you about the keywords that completed the conversion.

(F) The Attribution Modelling Report

This report tells you about the marketing channel that led to the conversion. An attribution model is basically a set of rules that shows how the credit for conversions is assigned to steps on conversion paths.

Now, since all the relevant things and terms have been explained, let us move forward to the insights of how can you improve the profitability of your AdWords account by linking it with Google Analytics.

1. Think Twice Before Deleting Non-Converting Keywords

Let us just say that you have a group of keywords in your AdWords account that has zero conversions.

Now, instead of deleting them, pausing them or lowering their bids intensely, remember that you see the last click conversion in AdWords.

So, the last keyword that got the click gets the credit for that particular conversion.

Quite often the under performing or the non-converting keywords indirectly help other keywords in the account to convert.

Therefore, pausing such keywords that initiate conversion in another area of your account will surely damage the overall profitability of your AdWords account.

However, it is possible that there are certain non-converting keywords that do not even assist impressions, clicks, and conversions.

Given below are two options to check for this kind of keywords.

(i) Check if these keywords have high engagement:

If the non-converting keywords have high “Avg. visit duration” or “pages/visits”, means that there is no problem with the keywords. Instead, the problem is on your website where the users are unable to find what you had promised in your ad.

The solution to this kind of problem is trying and experimenting with more relevant landing pages.

(ii) Check the “% new visits” columns for these keywords:

You need to check this column to see your if your keywords are driving in new users to the conversion funnel or not.

If the keywords drive a lot of new visitors, then you can either use the Search Funnel Report in AdWords or the Assisted Conversion Report in Google Analytics to check whether these new visitors convert or not.

And if they convert, what all different keywords do they use and through which channel do they convert.

2. Locate The Irrelevant Landing Pages Quickly

Another factor that is responsible for the poor performance of the AdWords campaign is having irrelevant Landing Pages.

Do not forget that a landing page holds a lot of importance in the conversion funnel. Click To Tweet

If the landing page is not correlated with the ads or if conversion Call-to-Action is hard to find on the landing page, the user is more likely to bounce back.

There are a lot of times when the advertiser creates the most relevant landing pages but still, the performance remains unsatisfactory.

There arises a need to find the bad landing pages quickly that are degrading the performance of the AdWords campaigns.

For this, you need to use the “Bounce Rate” and “Avg. time on site” column along with the “Conversion Rate” column to locate the non-converting and non-engaging ads.

After finding out the non-performing ads, separate them and apply the best possible solutions to them like creating a more relevant landing page with a single conversion objective, targeting more relevant keywords or creating a compelling Call-to-Action.

Furthermore, if your website has a high bounce rate, check and separate the elements that hinder your trustworthiness from your users.

However, AdWords is sufficient enough in finding a poor or irrelevant landing page but it lacks behind in aggregating the data.

This is where the Landing Page Report of Google Analytics comes at hand.

In Google Analytics the Landing Page Report can be found by visiting:

Behavior>Site Content>Landing Pages

In the screenshot given above, the metrics taken into consideration are Bounce Rate, Avg. session Duration and Transactions.

In order to become efficient when it comes to relevant landing pages, you should look at the data for the landing page within your whole account.

If you have a lot of ad groups that have the same landing page URL, then Google Analytics summates the statistics for you to easily locate the bad landing page.

3. Focus On Micro Conversions When There Are No Macro One

Google AdWords has this common problem that it is difficult to track the different types of conversions.

This problem basically arises when you do not want to treat all the types of conversions as the same.

Let me give you an example for this, suppose that you have 2 campaigns.

The goal of the first campaign is to sell products while that of the other is to build an email list.

If you track both the conversions, it will become hard for you to segment the conversions for each of the campaigns.

In AdWords, you have few possible outcomes for this problem like you can choose to count just converted clicks if you do not want to double count leads.

However, in Google AdWords, it is not easy to see the data that has been broken out by individual conversions.

On the other hand, in Google Analytics you can easily customize an AdWords campaign report to show several types of goals simultaneously.

This makes it much easier for you to understand what your users are doing after they click your ads.

This data can also be used at times when you are unable to drive the expected conversion.

By having a look at the different types of conversion types, you can check the keywords are resulting into a micro conversion or not.

A micro conversion is that type of conversion that predicts a sale in the conversion funnel. Click To Tweet

Some examples of Micro Conversions are Time On Site, Scroll Depth, Form Field Completion and Button Click.

4. Create Intelligence Alerts

With Google Analytics, you can take your monitoring process to the next level. Click To Tweet

After linking your AdWords account with Google Analytics, you can create alerts for specific benchmarks that can alert you when that particular benchmark gets hit.

Google Analytics, with the help of the intelligence alerts, can help you to identify the positive and negative changes in your campaigns.

Therefore, it is also recommended to review these alerts regularly to monitor significant changes.

You can set an alert to the most important landing page when the bounce rate is more than 60% and find ways to reduce the bounce rate.

You don’t even monitor your landing page all the time, just create alerts and you are sorted.

5. Track Complex Conversions with Google Analytics

Google Analytics not only tracks the simple conversion easily but it also has the potential of tracking more complex and complicated conversions as well.

Although, the AdWords conversion tracking code is capable of tracking the simple conversions but when it comes to more complex and complicated conversions, AdWords somehow lack that kind of capability.

Since there are a lot of advertisers who want to track more metrics than just the basics.

Perhaps, there arises a need for Google Analytics that comprehends the need for tracking the complex conversions and tracks the complicated metrics easily.

Google Analytics have the potential of tracking complex and complicated conversions. Click To Tweet

Suppose, your ad has a call extension and you are supposed to keep a track of the calls, the call duration, and other specifications of the call.

With AdWords, it might seem a little tricky task as call tracking is one the complex conversions so, you can use the virtual page of Google Analytics to view the specifications of the call tracking.

Final Thoughts

Perhaps, there are several benefits of linking your AdWords account with Google Analytics account.

Like, you can use “pages/visit” to check if users are finding it difficult to locate the things that your ads promises.

You can also check “% new visits” and “first click conversions” to see if the ads are bringing in new visitors and which initial keywords are responsible for conversions.

You can easily find the landing page that is degrading the performance of your whole campaign and can track complex conversions such as phone calls and video plays.

Google Analytics and AdWords are immensely valuable tools for marketers to gain profitable insights for the optimization of their online marketing efforts.

Linking AdWords account with Google Analytics ensures the availability and access of all the data related to the campaign.

Therefore, by having an access to all the data available, as an advertiser, you can easily make informed decisions on the optimization of the AdWords campaigns.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Spy Your Competitors With These PPC Tools

Irrespective of the fact that whether you are a small, medium or large business, your customers are the soul of your business.

And if you are into PPC Marketing, you probably spend a lot of time conducting research on your potential customers.

Knowing their interest, likes and dislikes, what they are searching for, and thereby tune all your strategies according to your potential customers.

All this you do so as to make your PPC campaigns more effective and conversion generating.

But there is one more thing that can elevate your PPC campaigns.

Competitor analysis or competitor research.

What is Competitor Analysis?

Competitor Analysis

Competitor analysis is the process of identifying your competitors and assessing their strategies, strengths, and weaknesses.

It is a very integral part of your PPC campaigns because your competitors can provide you with a plethora of information that will not only upgrade your PPC campaigns but will also increase sales and leads for you.

If you have just started with PPC marketing, competitor analysis optimizes your strategies and enhances your profitability.

To conduct a solid competitor analysis answer these questions.

  1. Who are your competitors?
  2. What products/services do they sell?
  3. What are their strategies?
  4. What are their strengths and weaknesses?
  5. What kind of threat do you have from your competitors?

You can collect information about your competitors and start developing your strategies according to that.

There are many ways to analyze your competitors you can either conduct a competitor analysis manually or can even use a tool.

While it is possible to collect plenty of data manually but it is always better to use tools because they can provide you with improved and accurate data in comparatively less time.

Whereas the tools are concerned, there are numerous free as well as paid tool.

You can use either of the tools according to your choice and priority.

Here, let us look at some top PPC tools that can help you to have a deeper insight of what your competitors are doing.

1. iSpionage

Google Images

iSpionage is an advanced and paid keyword research tool that allows keyword management and competitive analysis features.

It is a useful tool for those PPC marketers who are looking to get competitive intelligence data to optimize their PPC campaigns.

It also lessens the time that is required to create campaigns especially when it comes to keyword research and launching of campaigns.

It gives you an insight of the competitors’ keywords, ad copy, and budget.

It basically provides a little bit of information for free and more information is available with a paid version.

Apart from showing the keywords and ads of the competitors, if you get an upgraded version, you can even build new campaigns with the information you find.

The best use of iSpionage is that it has the ability to find out what your competition is doing, giving you a high comparative advantage.

The pricing for this tool is based on 4 modules:

  • Basic:

Monthly Package= $29 per month. 6-Month Package= $24 per month.

  • Starter:

Month Package= $59 per month. 6-Month Package= $49 per month.

  • Professional:

Month Package= $99 per month. 6-Month Package= $74 per month.

  • Advanced:

Month Package= $299 per month. 6-Month Package= $149 per month.

 

2. SEMrush

Google Images

SEMrush is another PPC tool that provides top information about your competitors.

It quickly allows you to find out your advertising competitors based on the keywords you plan to target.

It takes a different route to PPC strategies than iSpionage.

Within the free version of SEMrush, you can type in your competitor’s website and view their ad text, the average position of keywords, the percentage of total keywords and their competitors.

With the paid version, all these statistics are increased and you are entitled to get more data as compared to the free version.

The best use of SEMrush is that you can have a look at the top organic and paid competitors for a particular keyword in Google and Bing.

SEMrush also allows you to track information for your competitor’s Facebook and Bing accounts.

It has an easy-to-use graphical interface and can keep a track of your competitors.

Pricing for this tool is based on 3 modules:

  • Pro:

$99.95 per month.

  • Guru:

$199.95 per month.

  • Business:

$399.95 per month

 

3. Keyword Spy

Google Images

With Keyword Spy, you can literally spy on the keywords of your competitors.

It allows you to discover the competitive perspective by showing your competitors’ PPC campaign strategy and exposing the most profitable keywords and ad copy that they use.

Keyword Spy gives you the access to your competitors’ PPC ads and all the metrics that come under it like the ad copy, keywords, search volume etc.

Keyword Spy uses a unique ROI indicator to see the value of the keywords.

It provides an extensive data on competitors’ keywords and also offers detailed information for PPC associated marketers.

Keyword Spy has 3 different accounts i.e. research, tracking and professional.

Research

The research section extensively focuses on competitors and general market research. It’s recommended users are individual marketers and PPC researchers. It is used for researching competitor’s keywords and understanding their strategy. The pricing for this module is $89.95 per month.

Tracking

Tracking is a comparatively different process. Once you have collected the keywords using the research tools, you master the keywords that you are about to target. It’s recommended users are mid-level PPC companies and individual. It is used for tracking keywords. The pricing for this module is $89.95 per month.

Professional

This is a combo pack of the research and tracking modules. It also provides the access to affiliate reports. It’s recommended users are multinational PPC companies. The pricing for this module is $139.95 per month.

 

4. SpyFu

Google Images

SpyFu is an industry leading competitive research tool with remarkable features.

It allows you to see every possible place where your competitor has shown up in Google.

It also includes all the keywords that they have brought and all the ad variations that they have used.

It works in the same manner as SEMrush when it comes to providing competitor’s data.

With the help of this tool, you can compare your campaigns with those of your competitors.

SpyFu helps you to discover the most profitable keywords that you were missing It also helps you to eliminate nonperforming keywords that were wasting your budget by suggesting negative match suggestions.

The best use of SpyFu is that it reveals the most important and profitable keywords of competitors based on their advertising history. You can view actual ad copies that your competitors have been running.

Simply type the web address of the competitor and you will get to see the estimated budget, clicks, keywords, ad texts and ad position.

The pricing for SpyFu is based on 3 modules:

  • Basic:

Annual Package= $44 per month. Monthly Package= $49 per month.

  • Professional:

Annual Package= $74 per month. Monthly Package= $99 per month.

  • Team:

Annual Package= $199 per month. Monthly Package= $299 per month.

 

5. Adbeat

Google Images

AdBeat is another PPC spy tool.

It allows you to browse the top ads and ads by format like text, flash, videos etc.

Adbeat also lets you discover and competitor strategy and spy on the ad copy with split testing.

With Adbeat, you can uncover your competitor’s online strategy and see what works in favor of them.

It allows you to instantly reveal any of your competitor’s best ad copies, landing pages, and overall PPC strategy.

You can also see the number of days an ad was live and also the exact dates when the ad was first and last seen.

The pricing for Adbeat is based on 3 modules:

  • Standard:

$249 per month.

  • Advanced:

$399 per month.

  • Enterprise:

You need to contact Adbeat to get the demo.

 

6. WhatRunsWhere

Google Images

WhatRunsWhere is another PPC spy tool that allows you to see your competitor’s advertising strategy in Google AdWords.

It includes tracking of text, display, banner and mobile ads.

The best use of WhatRunsWhere is that you can see your competitors’ entire PPC strategy to see where you can improve on or what changes do you need to bring in your strategies.

You can research on where your competitors are running their ads, which ad copies are they using, for how long their campaigns have been running etc.

The pricing for WhatRunsWhere is based on 3 modules:

  • Desktop Awareness:

$299 per month

  • Desktop+Mobile:

$399 per month

  • Enterprise:

You need to contact WhatRunsWhere to get the demo.

 

7. The Search Monitor

Google Images

The Search Monitor is an accurate Ad intelligence tool for the competitors at the enterprise level.

It allows you to have full visibility into the PPC strategies and techniques of your competitors.

The best use of The Search Monitor is that it tracks ad rank, ad copy, targeted keywords, click rates, Cost per Click, monthly ad spend, and other PPC metrics.

The Pricing for The Search Monitor starts at $499 per month.

 

8. Adgooroo

Google Images

Adgooroo allows you access knowledge about your competitors’ PPC strategies including the keywords, ad copy, landing pages, ad spend, impressions, clicks and much more.

It goes into an in-depth analysis of your ad copy and the landing page along with the ad copy and landing page of your competitors.

With Adgooroo, you can access the PPC strategies of your competitors on the desktop as well as mobile.

It offers a complete picture of PPC marketing landscape.

It enables you to view current and historical data that includes the ad spend, statistics, keywords, ad copy in comparison with any of your competitor across desktop, tablet, and mobile search.

The pricing for this tool is not listed on the website as yet.

 

Final Thoughts

In order to make your PPC campaigns effective enough, give relative importance to your PPC competitors as well.

Doing a competitor analysis is a step towards building an effective and efficient PPC strategies to gain a better understanding of what makes your campaigns unique.

Competitor analysis always begins with identifying present and potential customers.

Ensure that you analyze your competitors along various dimensions like keywords, ad copy, landing page, budget, strategies, strengths, and weaknesses.

Do not lose sight of your overall PPC objectives while focussing on competitor analysis.

However, competitor analysis is just a part of your PPC campaigns and not the sole reason to make your PPC campaigns efficient.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Amazingly Good Reasons Why PPC is Important for Your Business

In this era of digital marketing, PPC has proved its worth of being one of the best platforms for online advertising.

It has rapidly evolved itself into the digital advertising channel and has become a significant part in the success of online businesses.

PPC has become so efficient over time that even experts and successful businessmen have recommended PPC as a means to promote business online successfully.

What is PPC?

PPC stands for Pay-per-click, a platform for online marketing where the advertiser is entitled to pay the search engine a sum of the fee each time the ad gets a clicked.

It is basically a method of buying visits to your websites rather than earning the visits organically.

A general idea about PPC advertising is that with PPC you get to reach targeted audience fast by selecting options of who can see your ads and when someone performs a click on your ad, then only you pay.

The revenue that marketers are generating from PPC has increased drastically. Click To Tweet

Also with the increase in digital devices and people becoming more tech savvy at the grass root level, more businesses have become digital.

Therefore, it becomes essential to incorporate PPC in the digital marketing strategies.

Owing to so much importance, let us see how PPC is relevantly important for your business.

 

1. Pay For Only The Clicked Ads

PPC is indeed a very straightforward platform for online advertising with no hidden complexities.

In a PPC campaign, you pay Google (or any other search engine) for listing your ads on the top and right of the organic search listings.

When someone clicks on your ad, you will have to pay the current Cost-per-Click from your budget and once the budget gets depleted, Google stops playing your ads until you replenish the fund.

But it is worth noting that the Cost-per-Click is just a trivial part and doesn’t hamper the estimated profit.

For example: If you pay $5 for a click but the click results in a $200 sale. There you have made a huge profit.

In PPC, the advertiser only has to pay when the viewer clicks on the ad. Click To Tweet

PPC gives businesses full prove chances to maximize their return on investment.

Most of the businessmen prefer PPC advertising because with PPC they are well aware of their expenses and this awareness plays a crucial role in determining other marketing strategies.

 

2. Budget Control

The budget is the core element of any business and holds utmost importance.

Here, you can set your financial plans for PPC advertising and can even control the complete expenses.

You have all the power to set the budget according to your needs.

With PPC, specific daily and monthly budgets are set to make sure that you do not exceed your budget limit.

The PPC budgets can be edited according to requirement and whenever necessary. Click To Tweet

It is pretty obvious that you will not be able to fetch great results with a limited budget because the results depend on how competitive the keywords and industries are.

Even though you can not see huge results by having a limited budget, yet PPC can provide you maximum support to enhance your online visibility.

Unlike traditional advertising where you had no idea of your budget spend, PPC keeps a track of your budget so that you have a clear cut idea of where your budget is going.

You can further control your budget by knowing the budget flow and hence can lay your strategies according to it.

 

3. Targeted Ads

With PPC, you can exactly choose the space where you want your ads to get displayed.

This means that you can make your marketing campaigns as targeted as possible through PPC.

PPC permits precise targeting with keywords, interests, and demographics. Click To Tweet

In this way, PPC ensures that your ads are displayed to the correct audience at the right time so that you generate real and relevant leads.

To target mobile users, who are exceeding all the other device users, you can use device-specific preferences.

With the help of retargeting options, you can reach out to people who showed an interest in your product/service.

PPC also helps you to deliver specific messages to your target customers at the prime time when they are most likely to convert.

Unlike the natural results displayed in the sponsored results, the PPC ads can be changed, tested and optimized to get the maximum effectiveness.

The concept of testing of the PPC ads allows marketers to know which combination of the keyword and ads work the best.

 

4. Immediate and Consistent Traffic

PPC is the fastest platform to run ad campaigns and to get immediate traffic from it.

You can easily set up a PPC campaign in about half an hour or so.

In that sense, you as an advertiser can get your ads on the first page of the SERP with an hour of campaign setup and activation.

This feature is extremely integral for new websites that are looking for exposure and visibility.

Also, with PPC you can generate significant conversions within weeks.

PPC has the power to get you traffic that is both immediate and consistent. Click To Tweet

Because getting immediate traffic is not enough, the traffic should also be consistent enough so that your campaigns have a place in the long run.

Sometimes, getting huge of traffic on a regular basis can sometimes be hazardous for the website.

The website can be damaged to beyond repair at times.

With reference to this, PPC acts a savior as it controls a huge amount of traffic because the traffic amount is directly tied to the advertiser as to how much he is willing to pay for a click.

 

5. Quicker Results

Organic search results are one of the most reliable sources for achieving long term online marketing goals.

But due to the fact that it takes a longer time to give out results, PPC is sometimes preferred over it to ensure the incoming of faster results.

PPC has the potential of showing results very quickly in terms of traffic, sales, and leads. Click To Tweet

By investing in PPC advertising, you can maximize your online profits easily.

There are a lot of factors behind the efficiency of a PPC Campaign.

If you get a chance to understand those factors by being more focussed on them, you will be satisfied to look at the conversions and traffic that you will get.

In a nutshell, PPC gives you a substantial amount of traffic for a predictable amount of money in less time.

 

6. A Higher ROI

The ultimate goal of any marketing campaign is to generate the highest possible Return On Investment (ROI).

By displaying your ads in the most relevant online places, your ads are displayed to the most specific target market.

PPC ensures that you are able to generate valuable Click Through Rate and a higher ROI. Click To Tweet

Since in PPC you only pay when your ad gets a click and this makes it easy to manage your costs and to calculate your estimated ROI.

Advertisers love PPC advertising because it allows them to make the key change in the optimization strategies in order to increase the ROI.

PPC is one of the most profitable marketing channels when it comes to generating higher ROI because it drives qualified traffic to your websites or landing page relatively quickly and starts generating conversions.

So, it is obvious that after an enormous increase in the conversions, the ROI will automatically increase.

 

7. Geo-Targeting And Ad Scheduling

google maps

Geo-Targeting and Ad Scheduling are among the top features that are provided by PPC advertising.

Geo-Targeting is an important element of your PPC advertising platform because it will help you exclude those users who are outside of your target location that you do not want to bid on.

This will indeed help you to save your ad spend and will increase the value of analytics collected from the user behavior.

Unless you are a global company, you don’t need to target the world.

You need to display your ads only in front of your target audience.

Geo-Targeting allows you to target your ads to potential customers in certain location or locations that you specify to meet your business goals.

Ad Scheduling is another feature of PPC advertising that allows the advertiser to select specific days and times of the day to run the ad.

Showing your ads 24/7 can be costly for any business and will most likely to lower the ROI. Click To Tweet

As an advertiser, if you are familiar with the day or time when you get the best response from your customers, you can schedule your ads for that day or time.

This will be extremely fruitful because by this you will be able to show your ads to your customers when they are most likely to convert.

With the help of Ad Scheduling also you can save up your ad budget by preventing the display of your ads at odd hours or days. Thereby preventing irrelevant clicks as well.

 

8. PPC Benefits Your SEO Strategy

PPC and SEO are highly related marketing channels.

SEO is important for your online business when it comes to long-term commitment.

By using PPC as a component of your online marketing channels, you can improve the overall ranking of your site.

PPC helps you to discover keywords that are more popular and capable enough of receiving more clicks and conversions.

You can further implement these keywords into your SEO strategy.

PPC can also help your SEO strategy to by ranking new keywords quickly. Click To Tweet

Another feature of PPC is that it will come to your rescue when your SEO results are not quite well.

With the help of PPC, you can get more specific search terms that will increase your SEO related traffic to your website.

Although advertisers believe them to be mortal enemies but SEO and PPC actually complement each other in many ways.

By combining PPC with SEO you can get a chance to cover all areas as some customers prefer organic search while the others are influenced by paid search.

Thus, having search results shown in organic and paid listings states that your ads are more relevant.

Conclusion

PPC is suitable for any kind of business whether small, medium or big.

Having PPC as a component of your marketing strategies will ensure that you capture your potential customers at the right time.

With PPC you can build your online marketing strategies to measure the much-optimized results.

If you maintain and optimize your PPC campaigns frequently, you can surely benefit from getting qualified and conversion oriented traffic.

If you ar not using PPC as yet, I’m afraid you are missing on a lot of opportunities for online growth.

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

The Secret of Remarkably Successful AdWords Campaigns

Nevertheless, Google AdWords is a great platform for getting new customers.

Because Google AdWords has the power to display your ads to a highly targeted audience at the exact time when they are actually looking for your product or service.

However, creating a new AdWords Campaign is an exhilarating task with a lot of emotions getting built up.

Since, Google AdWords is an innovative method to increase traffic it also requires hard work, strategic thinking, and proper planning.

Also with Google AdWords, it is not necessary to spend a lot of your budget to get the most of the Google AdWords campaigns.

Google AdWords is for all, whether a small, medium or large business. Click To Tweet

Here are the tips being offered to any advertiser who is planning to use Google AdWords or has already started with it to make their AdWords Campaigns remarkably successful.

 

1. Determine The Demand of The Customer

This is the most important element of a successful AdWords campaign.

Before starting off with any campaign, determine the demand of the customers. Click To Tweet

If the customers are not looking for your product/service on Google, then there is no point of creating an AdWords campaign.

Therefore, understand the psychology of your customers and the suitability of our product or service before creating an AdWords Campaign.

To check the keyword phrases, use the Google Keyword Suggestion Tool that lets you analyze a lot of data, helps you to generate relevant keywords that are famous and also tells you about the competition that those keywords get and their bid price.

While looking for specific keywords for your business invest in keywords that have high search volumes, invest in keywords that indicate a sense of purchase rather than just providing information and also consider the affordability of the keywords.

 

2. Understand The Basic Maths of Your Campaign

After getting to know the demand the next step is to choose keywords that are most relevant to your business.

As the keywords are the building blocks of the AdWords campaign, they require constant updates and planning.

But before you finalize the keywords for your Campaign, you need the understand the basic mathematics of your campaign.

By this, you can escape from bidding on a keyword that is way too expensive for you.

To ascertain the financial aspect of the keywords, ask yourself this question, “Can I afford to advertise on this keyword?”

To answer this, you need to calculate your Max Cost Per Click that is affordable to you.

Make a comparison list with the maximum amount of that you can spend for a particular keyword. Click To Tweet

Use the following formula to calculate your Maximum Cost per Click.

Max CPC=(Profit per Customer)(1-Profit Margin)(Website Conversion Rate)/100

Suppose your Profit per Customer is $100 with a profit margin of 40% and a conversion rate of 10%. By using the above formula, your Max CPC will be:

Max CPC=[$100(1-0.40)10]/100=$6

With this, your Maximum Cost per Click for a keyword is $6.

And if the estimated Cost per Click is $4, then it is a profitable attempt because here, you are willing to spend more and the estimated cost is less.

On the other hand, if the estimated Cost per Click is $8, then you know that you probably cannot advertise with that particular keyword.

 

3. Conduct Competitor Analysis

After making a list of keywords that are both affordable as well as relevant to your product or service, it is important to understand what your competitors are doing.

For this, you need to conduct a competitor analysis in a proper manner.

Having proper knowledge about your competitors gives you an advantage over your competitor. Click To Tweet

You can also use that information to optimize your campaigns.

Competitor analysis also lets you know about the keywords, ads and landing pages that work or do not work in your particular industry.

There are a lot of tools like KeywordSpy and SpyFu that help you in checking out the strategies of your competitors.

These tools give you access to the advertising history of your competitors in a well-organised format.

You can also see which keywords or phrases the competitors are using and also monitor the performance of the keywords used by your competitors.

 

4. Have a Powerful USP

Your Unique Selling Proposition is what that separates you from the rest of your competitors and makes you stand out in a crowd.

It gives your potential customers to a solid compelling reason to choose you.

A well-thought USP can take your business to new heights and can give you an advantage over your competitors.

A strong USP helps you to answer, “Why should customers choose your brand over others?”

When writing a USP in the form of a phrase remember to focus on your strengths and uniqueness. Click To Tweet

A strong USP generates better traffic from potential customers and at the same time remove any unwanted traffic.

A strong USP increases your conversion rate. Not only it will generate quality traffic but it will also help you to get better conversions and will convert the visitors into customers effectively.

A strong USP not only gives a positive impression to your customers, it also gives your clients a good reason to do business with you.

Analyze the shopping pattern of your customers and see what they like and dislike about your industry.

Also take a look at your competitor’s ads, websites, and keywords and then come up with a powerful USP.

 

5. Create An Irresistible Offer

You should create an offer so valuable that your potential customers cannot avoid it at any cost.

Basically, there are four valuable components that form a good and irresistible offer.

Value

The value of the product or service that you are selling should be more than the price. The benefits must outweigh the price.

Your potential buyer should feel that they are more for their money. Do not make your offer cheap so that you start bearing losses.

Instead clearly define all of the value of the product or service provides to the customer.

Believable

The users are sometimes doubtful. So the price of your product or service should look reasonable and not extremely less.

Because then they will feel that there is something wrong with your product.

If you are running a sale or giving something for free, provide a solid reason behind it.

Reduce Risk

Customers are always scared of losing money to a cheap product or poor service.

Therefore, you need to provide some kind of guarantee so that the customers can have faith in you. The best kind of guarantee is a money back guarantee.

It minimizes the risk to a very high level and also makes the new, as well as existing customers, feels more comfortable with you.

Call-To-Action (CTA)

By including a simple CTA you can tell your prospect exactly what you want him to do next.

If you want your customers to call you, do not make them look for your contact number on the website, instead provide your number there and then.

And if you want your customers to fill a form, put the form in the front for the customer to see easily.

You should offer something that is so amazing that prospects are simply compelled by it. Click To Tweet

 

6. Write Compelling Ads

When you are using Google AdWords for advertising, you only pay when your ad gets clicked.

So, your ads have two main tasks to perform.

  • Attract qualified prospects to your ads instead of your competitors.
  • Keep irrelevant prospects away so that they do not click and waste your ad budget.
Compelling ads get more qualified traffic that results into more sales. Click To Tweet

They also prevent wastage of ad spend on irrelevant traffic and gives you an overall higher profit.

Compelling ads usually have a higher CTR that boosts your Quality Score and lowers the Cost per Click of your keywords.

The Adwords ads have a headline, two separate descriptions and a link to the relevant landing page that is aligned with the ad (URL).

You can ask a question to grab the attention of the users, then describe your offer and attract the user with a Call-to-Action in the description and lastly make sure that the URL is correct and goes up to the relevant landing page.

Remember, the headline is the most important element of your Ad, so try to include keywords in your headline.

When the search query matches the keywords in your headline, Google bolds those keywords to make them noticeable making your ads stand out from the rest.

In the description lines, include your benefits, USP, and your special offer.

Also, do not just copy and paste the domain name in the display URL.

In your display URL, you can include your offer, CTA, USP and any other thing that makes you stand out in the crowd.

 

7. Align The Landing Pages With Your Ads

Image Source: Flipkart

By now your potential customer searched for your product and services, they have even found your ad to be very appealing.

Impressed by your offer, the visitor decides to click on your CTA.

You have two choices here:

  1. Send your visitor the relevant landing page and close the deal by converting him into a customer.
  2. Send your visitor to the homepage and lose the potential customer and also increase the bounce rate.

I’m sure you might be wondering that why is the second option even included here.

This is because many advertisers make this mistake of directing their visitors to the homepage instead of the landing page.
Homepage explains everything about your business and your products and services.

It possibly does not explains what was highlighted in your particular ad.

If your URL does not go to the correct landing page and instead reaches the homepage, users who clicked on your ad will not be able to find the special offer and will immediately leave while increasing your bounce rate.

Make sure that your ad leads to a perfect landing page that is specially tailored for each ad. Click To Tweet

The headline is the first thing that the visitor reads when he lands on your landing page. Make it attention grabbing and appealing.

Your landing page should be relevant to the keywords and the ads that the user clicked on.

To make your landing page more compelling, include your USP, benefits, special offer, and a strong Call-To-Action.

 

8. Use Negative Keywords

As you might already be knowing that negative keywords are those keywords that prevent your ads from being displayed for any irrelevant search query.

They play a vital role in saving your ad budget that could have been wasted through irrelevant clicks.

Negative keywords help you to streamline your ads and displays it only for the most relevant search queries.

Negative keywords not only drive quality traffic but also ensures that the traffic that is coming is conversion oriented and end up increasing leads and sales.

As an overall result, negative keywords also increase your Quality Score. Click To Tweet

Since negative keywords have the power to either make or break your campaigns so choose them wisely and it is recommended to conduct proper research before targeting the negative keywords.

Negative keywords also result in a better CTR by making your ads specific and only targeting them to the most relevant target audience.

 

9. Perform Conversion Tracking

Keeping track of your conversion rate is extremely essential.

Conversion tracking is a way to determine which of the ads are generating sales. Click To Tweet

It is essential to analyze keywords and ads that are increasing your ROI and those that are simply wasting your ad spend.

Conversion Tracking helps you to manage your keywords and ads properly and also lets you make the necessary changes to optimize your campaigns accordingly.

For your business, a conversion may be a purchase, sign-up or a lead.

It is basically the action that you want your visitors to take on your website.

Without proper tracking, you cannot differentiate between the top performing and underperforming keywords, ads, and landing pages.

To keep a record of the conversion rate, you can place the conversion tracking code given to you by AdWords to your specific landing page for each advertisement.

 

10. Optimize your campaigns

After you have created your AdWords campaign, the next step is to optimize them based on the data you have inherited through conversion tracking.

After your ads are launched, you need to monitor them closely.

Observe a number of clicks it is generating, how many visitors are landing on your landing page and out of them how many are actually converting.

If your keywords are profitable enough and still you are not being ranked No.1, raise your bids for those keywords.

On the other hand, if a keyword is not profitable, either lower the bid or pause the keyword depending on the situation.

To maximize your CTR, test different versions of your ads. Click To Tweet

Also, test different versions of your landing page to determine which one of them is generating maximum conversions.

In a nutshell, to optimize your campaigns you should be looking to improve the elements that are working in favor of your AdWords campaigns and remove those that are not working at all.

 

Conclusion

Creating an AdWords campaign is a daunting task but if done correctly it can result in a leading factor to enhance your online presence and conversions.

By focusing on the above tips you can create AdWords campaigns that are profitable.

Google AdWords requires an intelligent understanding of the metrics and clear investment so make sure you rely on both of them.

Also remember, the success of your AdWords campaigns depends a lot on the type of business you are involved in, your target keywords, competitors, ads and the conversion rate.

Hopefully, these tips have provided better insights to boost your productivity and efficiency of your Google AdWords campaigns.

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

What All You Need To Know About The Google Maps Local Search Ads

As a marketer, it is always important to be upgraded with the current trend of advertising and marketing.

Being upgraded with the latest marketing and advertising techniques, you can easily beat your competitors in the race of acquiring more and more customers.

But you might be wondering that after all being a small business owner of a store, how can you use the marketing techniques as per your convenience.

The local search ads of Google Maps have been proved to be a boon for small business marketers who own stores or are service providers.

If you have a physical store, maybe a cafe, restaurant, bookstore or provide services of a plumber, carpenter or electrician, you can very well use the local search ads of Google Maps to drive in foot traffic to your store.

Among all the changes that took place in Google Maps, a very noticeable change was that of the Local Search Ads which is highly known as “The Next Generation Of Local Search Ads”

In this blog post, we are going to share all the insights related to Google Maps Local Search Ads that you definitely need to know whether you are already an established store owner driving a lot of physical traffic or taking your initial steps towards advertising through Google Maps.

So to begin with, let us first emphasize on the basics.

1. Google Map Local Search Ads

Imagine a scenario, you have some really important work in the town next to yours and so you’re driving all the way from your location to the destination.

Midway down the line you perhaps the highway, you realize that you are hungry and now want a snack to eat probably a Pizza.

Remember, gone are the days when you would have manually looked for a snack.

In the 21st century, when the technology is highly upgraded everything is just one click away.

To get a snack as soon as possible, you could look for a “Highway Restaurant” or “Pizza Corner” in the search bar of Google Maps app.

A restaurant that paid to have an ad appear would come in the search results and its logo would appear with its physical location on the map.

The logo is called the promoted pins and we will go in its detail later in the post.

Basically, the Local Search Ads on Google Maps is an advertising feature that attracts customers who are in a local range of your business.

Google Map Local Search Ads allow businesses to advertise their store location in Google Maps. Click To Tweet

And with this, their ads are automatically shown to the user along with their driving route.

By advertising on Google Maps, you can enable your potential customers to discover and come to your physical location or store when they are searching for products and services on Google Map.

The very first step that you need to take is to enable location extensions for your Google AdWords.

The location extensions show your ads with your address and map location to your potential customers.

Your customers can get further details of your location by just clicking in the extension of your ads.

Next, you need to have a Google My Business account set up to get your business linked with Google Maps.

Google My Business is a free and easy-to-use tool for business who want to establish a strong physical appearance.

To create a Business Account, follow the steps below.

Step 1: Sign in to Google My Business

Step 2: Click the three dash menu icon in the top left corner of the page

Step 3: Click on “Create Business Account”

Step 4: Enter a business account name and click on “Done”

After setting up your Google My Business, use location targeting and also bid by location.

Location targeting is a targeting option of AdWords that displays your ads according to the locations chosen by you or within a specific radius.

You can also set up different bids according to the locations. Location extension targeting helps you to select more precise locations.

In your Google Maps Local Search Ads, you need to put in relevant information regarding your address, phone number, business hours, reviews etc.

And if you are a home-based business or a service provider, you can still list your ad to appear on Google, with or without the address.

2. Changes Involved In The Google Map Local Search Ads

The main change that was brought up in the Google Maps Local Search Ads was that the ads were designed in a way so that it would help the local businesses to be more visible.

The changes were implemented in such a manner that it resulted in increasing the visibility of local businesses where the customers were actively searching for an outlet to eat or a shop to purchase.

The major focus of the local search ads are the mobile devices. Click To Tweet

And the basic aim of local search ads was to generate more traffic for local stores by converting the foot traffic.

Google also revealed new formats and features of Google Map Ads that were more inclined towards increasing the traffic for the physical location of a business.

The new features included Promoted Pins, Brand Logos, In-Store Promotions,  Customizable Business Page, and Local Inventory Search.

The local search ads attach a maximum of two keywords from the search results on Google Maps.

And it also attaches a purple pin also known as promoted pins directly on the map.

The ad on the Google Map is directly linked to the business page of your store which is set up at Google My Business.

In order to get more consumers directed towards your store through local search ads, you need to keep the information updated on Google My Business Page.

The goal of local search ads is to optimize Google Maps so that the users get more helpful and useful experience but without going so far.

3. Location Of The Google Map Local Search Ads

Image Source: Google Maps

The Google Maps application is the home of the local search ads. Click To Tweet

The local search ads easily appear on the Google Maps app and the ads appear on desktops, tablets, mobiles, and on Google.com Expanded Map results.

Local search ads have effective results whether a mobile or a desktop is used to search a local store.

In the Google Map app, you will find a single local search ad with a purple colored ad label, spotted on the top of the organic results.

And when you are searching within the search results of Google Map, you will get to see a maximum of two ads again with a purple ad label and on the top of the search results.

Also while doing location-related searches on Google.com Expanded Map results, you will find Google Maps ads on the top of the results with an icon of “Ad”.

4. Reasons For Introducing The Change

The leading reason for introducing the change was to bridge the gap between the physical store business and the mobile advertising.

Since mobile is becoming a leading device with respect to advertising and around 50% of all searches on Google are made through mobile devices.

To connect mobile devices with Google Map ads changes were made in the Local Search Ads. Click To Tweet

During Google’s Performance Summit, some amazingly good statistics were revealed by Google that drew in the very much needed attention of the marketers.

Some of the statistics were:

  • About 90% of all sales that happen globally takes places in store rather than online.
  • The location-related searches have been increased drastically in mobile devices
  • Google Maps have over 1 billion users now.
  • 84% of users prefer local searches rather than global ones
  • 3 out of 4 people doing location-related searches end up visiting the store and almost 28 of those searches result in a purchase.

5. Promoted Pins

Google has yet added a distinguished feature that has a direct impact on your business.

If you are Google Map user, you might have come across the ordinary red pins that indicate landmarks, restaurants, shops, businesses and other places.

Promoted Pins are similar to the Red Pins, but the difference is that it comes in purple color

Promoted Pins lets your business to be noticeable from the rest of the locations in that area. Click To Tweet

For example: If you are a coffee shop owner, your ad along with promoted pins can convince people who are passing by to stop and have a refreshing cup of coffee.

Or if you have a motel on a highway, you can persuade the travelers to halt their journey for some time and take rest at your motel.

Although the promoted pins attract the attention of the people who are near to your store, they also let your shops to feature their special offers.

The promoted pins are followed by promotions and coupons especially according to a search history.

For example, You own a cafe that is pretty famous for its Hot Espresso Coffee and nearby there’s a bookstore that attracts quite a large number of book lovers.

So to attract the book lovers to come to your cafe, you can use Promoted Pins on Google Maps to offer discount and coupons.

6. Selection Of Local Search Ads By Google Maps

There could be lots of businesses near your potential customer’s location that they are looking for, but only one or two get the spot to be featured via Google Maps.

The competition to get the one out of the two spots is quite fierce.

Here, the question arises that “How Does Google Decides As To Which Ads To Display?”

Actually, Google chooses a variety of factors to determine the display of the ads.

  • Query made in the local search
  • The location (within a radius)
  • Search History
  • Interests
  • User behaviour
  • Time of the day
  • Demographics

By this, the shops that have a consistent good rating gets a chance to compete with the comparatively bigger brands.

7. Cost Of Local Search Ads

The cost of Google Maps Local Search Ads is similar to that of Google AdWords’ PPC campaigns.

The price for Google Maps Local Search Ads is calculated on a Cost-per-Click Basis. Click To Tweet

The cost of Local Search Ads of Google Maps is further subdivided into locations, directions and click to call extensions.

Get Location Clicks

This is the cost incurred when the user clicks to expand the ads from the result lists.  

Get Direction Clicks

This is the cost incurred when the user clicks to find the way to the store.

Call Button Clicks

This is the cost incurred when the user makes a call to the store.

 

8. Display Of Local Inventory

Think as a customer for the time being.

Just imagine that you are in desperate need of a solution to clean your contact lenses and can’t order online because you want them now.

The easiest way to find a store is through Google Maps.

Your search for a store nearby and luckily you find a store.

By not getting any late, you reach out to the store but unfortunately, you get to know that the stock had finished.

What would be your first question to the store owner?

I would rather ask, “Why didn’t you display the inventory information in the ad itself?”

Therefore, here comes the reality that unless and until visitors are sure of the availability of the product, they don’t visit the store.

Obviously, no one wants to waste their time by reaching out to stores and later finding that the product is out of stock.

That is why it is important to bring the information of the local inventory in your customizable local page.

The local products inventory feed is the list of all the products that you sell in your store. Click To Tweet

Submit the inventory price and quantity of your products on daily basis.

And if the price and quantity of your products change throughout the day, then submit only the items that have changed their price or quantity with the new details multiple times throughout the day.  

9.Benefits Of Local Search Ads

With the local search ads of Google Maps, you can create more visibility on Google Map before your competitors.

The local search ads give you a chance to target your business advertising to your immediate location and within a specific radius.

By this, you will be visible only to the people who are near to you thereby increasing your chances of getting more business.

If you really want to be specific, you can even target your ads to appear on certain times of the day.

By using the call and the direction button, you can also help your customers to perform a certain action using their smartphones.

As with local search ads you get a chance to stand out in Google Maps. Click To Tweet

Moreover, this can be really helpful you if you have your competitors located nearby as you can dominate by having a strong presence on Google Maps.

Conclusion

 

Whenever Google is linked with any form of marketing, the image of digital marketing pops up in our minds.

Driving traffic, increasing leads and sales, content marketing, optimizing the use of social media and what not.

But for local stores, it becomes really tough to create content and use social media to make people come up to your store.

Therefore, the local search ads of Google Maps help local stores to show their existence to the prospective customers.

Because when it comes to buying anything from a local store, the intent to purchase is already there in the mind of the customer. It is just that you have to show that you exist.

And the Local Search Ads of Google Maps is the easiest way to do that.

Remember, just be super ready to grab any opportunity offered by Google Maps Local Search Ads and increase your offline conversions with the help of online advertising.  

 

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

Top 10 PPC Myths That Every Marketer Should Know

The Universe is full of myths.

From the Milky Way to Planet Earth

From Rocket Science to Human Body

From Traditional Marketing to Digital Marketing

Perhaps you shouldn’t be surprised if I tell you that there are certain myths regarding PPC as well.

Today, PPC has emerged as a powerful tool in terms of increasing your website traffic, reaching out to the potential customers, increasing your ROI and the list goes on and on.

Despite fetching so many benefits, PPC is sometimes seen with a suspicious eye.

Many misconceptions revolve around its working, its benefits towards big, medium and small businesses.

Some misconceptions were cleared during the course of time.

But some misconceptions grew and took the form of myths which created confusion in the minds of marketers regarding PPC.

Here, we have revealed 10 myths about PPC so that your confusion is cleared away and you can better differentiate between a myth and a fact.

Myth No. 1: Being On The #1 Position Is The Most Profitable

This is not completely true.

No doubt that being on #1 position gives your ad the best visibility and maximum exposure.There can be more conversions while being in the #1 position.

However, this does not always happen.

Being in the #1 position can actually cost you more than you think. Click To Tweet

You might end up spending more than what you are actually generating.

The first position brings in lots of searchers who are probably only searching and have no intention of making a purchase.

By clicking on your ad, which is by far the first ad in the SERP, they spend some part of your PPC budget and if they don’t convert, you have simply wasted that part.

If your business goal is to create brand awareness, doubtlessly being #1 is a great position.

But if you are more inclined towards making conversions, be a little cautious with the #1 position.

Also, keep experimenting with ad positions to see which position works best for you and lets you achieve all your desired business goals.

 

Myth No. 2: You Can Set and Forget The PPC

Unfortunately, many marketers think that they can create campaigns and ad groups, set bids, and budget, target keywords, make ads and simply walk away.

Sounds very easy, isn’t it?

But it is a big NO! NO!

Repeating the fact that PPC is NOT a set and forget the thing. Click To Tweet

If you want to make the most of the investment that you are spending, you need to continuously monitor and test various elements of a PPC campaign rather than leaving all of it alone.

Make changes in the campaign as and when needed, target and test different ad copies, constantly monitor the ads and keyword performance, include negative keywords, adjust the bids.

Since the search engine algorithms are constantly changing, therefore, your ads also needs to adjust according to it because only then you will stay in the competition.

Just because PPC requires dedicated time and effort, many businesses choose to outsource their business to PPC agencies that can devote proper time and effort to the management of PPC campaigns.

 

Myth No. 3: PPC Is Too Expensive

PPC can be expensive but not always.

Maybe there are times when things do not work out for you and you face a loss but that does not mean that you should never try it.

Maybe once or twice the cost of PPC was much more than your expectation, but that certainly does not mean that you are going to bear a loss every time.

You have to be patient and give PPC campaigns enough time to give you the exact results you are looking for.

PPC is flexible and allows you to set maximum daily and monthly budget for your campaigns. Click To Tweet

After you set your budget, there are negligible chances of overspending unless you change your budget.

If some keywords are being too expensive, you can re-define the keywords and also adjust the bids accordingly.

By linking the keywords, ad copy and the landing pages, you can convert more and more visitors, thereby generating revenue and reducing cost.

You can also start targeting more specifically and make your PPC campaigns cost efficient.  

Myth solved here is that you have full control over your budget and you are the only one who is going to decide over the ad spend.

 

Myth No. 4: No One Clicks On PPC Ads

Trust me on this if no one clicked on PPC ads, they would have drowned way before.

However, there are a lot of people who still believe that no one actually cares about PPC ads and hence do not click on them.

There are millions of businesses at all levels (whether small, medium or large) that are associated with PPC advertising and hence are making huge profits.

And further, imagine Google that earns a large part of its revenue from PPC advertising.

Let me tell you that when a visitor clicks on a paid ad, the advertiser then has to pay Google an amount.

Therefore, Google would not have been one of the most profitable digital companies in the world hadn’t anybody clicked on PPC ads.

Your ads won't be ignored if they are directly relevant to your target audience. Click To Tweet

Many internet users do not know the difference between an organic ad and a paid ad, hence all the ads in Google receive clicks irrespective of it being an organic ad or a paid ad.

 

Myth No. 5: More Keywords Leads To Better Performance

Absolutely incorrect!

This is one of the most powerful myths that has created utter confusion regarding PPC among the marketers.

Having more keywords can certainly get you more impressions and clicks but it does not guarantee more conversions.

Do not forget the fact the ultimate goal of a PPC campaign is to generate more conversions rather than impressions and clicks.

Do not overstuff your campaigns with keywords, measure the relevance of the keywords with respect to your business and then target the keywords.

Moreover overstuffing your campaigns with keywords will only burn out your budget without giving you much time to generate a satisfactory ROI.

Constantly measure the performance of your keywords and bid high for the top performing ones and bid low for the nonperforming ones.

Ensure that you specifically create targeted ads that correlate with your target audience. Click To Tweet

After determining your business goals and marketing budget, control your keywords so that they are within the budget limit.

 

Myth No. 6: Test Ads All The Time

It is correct to test different elements of PPC campaigns to measure their performance but testing all the time is not justified at all.

You should always take your time to develop a testing plan. Click To Tweet

When you are testing your ads, decide beforehand whether you want to pause that particular ad or leave it running.

Also, give your ads a considerable amount of time to showcase their talent of attracting more visitors.

Just because a certain ad fails to attract visitors does not mean that it is useless.

There comes the time to test as to what factor is making it unattractive or what is the cause behind the ad not getting sufficient clicks.

Let your ad reach at least a score of 100 clicks before making any final change.

By this, you will get to know the true outlook of the best performing ad.

By being impatient and pausing an ad too early, you could possibly pause an ad that had a potential of getting outstanding results for you.

 

Myth No. 7: PPC Affects The Organic Position

The explanation for this one is pretty simple.

PPC has to do nothing with your organic position.

The traffic that is generated from the organic ranking is free while that generated from PPC campaigns is paid.

If your organic and PPC ads are super relevant to the search queries, then both your ads will be displayed by Google.

PPC has no correlation with your SEO ranking either positively or negatively. Click To Tweet

 

Myth No. 8: PPC Is Not Required If Organic Rank Is High

Having a high organic rank is great however also having paid ads can double your results when it comes to increasing traffic and generating higher ROI.

A lot of people still have the mindset that PPC and SEO are enemies and work against each other.

The reality is little different. PPC and SEO work best when they are combined.

They result in increased visibility and exposure, gets more qualified traffic, maximizes the conversions.

It is obvious that free is better than making a payment for having your ads displayed.

But is it also important that your ads are displayed before the right target audience and for this reason, you need to have PPC advertising even if your organic rank is high?

With PPC you can target a broader range of keywords that widens your audience exposure. Click To Tweet

There are some people who would automatically neglect the paid ads and skip to organic ones and vice versa.

So having both the organic ranking and paid ads is the perfect combination to get your desired business results.

 

Myth No. 9: Google Is The Only Search Engine Worth Advertising On

Certainly not important.

Google is definitely a leader when it comes to PPC but it is NOT THE ONLY advertising platform.

Yahoo and Bing are other search engines that are worthy enough for PPC advertising.

Although a number of searches in Yahoo and Bing are relatively low than Google but they clearly can not be ignored.

For some accounts, Yahoo and Bing have even worked better than Google in getting more conversions and generating higher ROI.

The Cost per Click in Bing is comparatively less as compared to Google.

This means that you can get a good amount of qualified traffic by spending less.

You should at least give a trial shot to Yahoo and Bing in accordance with your PPC campaigns. Click To Tweet

And who knows you may get a surprise by their performance.

 

Myth No. 10: Turn Off The Account At Night As No One Is Searching For Them

Gone are the days when the customers were confined to opening hours of the day.

Online advertising can literally be done 24/7.

By only sticking to a particular time of the day, you could possibly lose a lot of traffic.

Switching off your accounts at night thinking that no one would be searching for it is a really bad idea as you certainly let go the potential customers.

Just because you are sleeping doesn’t mean your potential customers are also asleep.

You can use Google Analytics to see what are your peak times to show the ad.

Abide by that and schedule your PPC ads according to the peak times.

While serving international customers, target them according to their time zones. Click To Tweet

Given any reason, if you are inclined towards turning off your account, make sure that you conduct proper research are also backed by solid data.

As everybody knows that the internet is not restricted by hours and is 24/7 available, make sure to take full advantage of that.

 

Conclusion

Do not get deceived by these myths and be smart enough to get your PPC campaigns be productive for you.

I really hope that I’ve helped some of your confusions regarding PPC and also helped you to debunk the PPC myths that were the reason these confusions.

 

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Recover From Most Common Google Shopping Mistakes

Google Shopping is an online advertising platform that allows you to advertise your products in the Google search results.

It has increasingly become a popular channel for e-commerce retailers as it is a great way to generate more and more sales.

The Google Shopping ads appear above or to the right-hand side of the organic results.

Similar to other AdWords ad formats, Google Shopping also works on a Cost per Click basis, meaning that you will only be charged when a user clicks on your ad.

Google Shopping ads are relatively more attractive to users as they show abundant information about product name, image, pricing, promotional texts, special offers and much more.

Thus, making the purchasing process fast and simple for the customers.

However, Google Shopping Campaigns can be a daunting task for new and even experienced e-commerce retailers.

There are a lot of traps into which you can fall if you are not careful enough.

Even the smallest mistake can result in a costly and underperforming shopping campaigns and it is much obvious that nobody wants it.

Perhaps, there is no need for you to lose hope as there is always room for improvement.

In our previous blog, we’ve mentioned some tips to optimize Google Shopping Campaigns.

And now we will focus on some common Google Shopping Mistakes and how to recover from them.

8 most common Google Shopping Mistakes

 

1. Inaccuracies in Unique Product Identifier

The most important element in the product feed of a Google Shopping Campaign is the Unique Product Identifier (UPI) such as Global Trade Item Number (GTIN) and Manufacturer Part Number (MPN).

The Unique Product Identifiers help Google in knowing exactly what the product is and then Google matches your product with the search queries and also compares it with the same products of other retailers on Google Shopping.

Since the UPI makes your ads richer and easier for users to find them so inaccuracies or incompleteness in your Merchant Product Feeds related to UPI can really damage your ads.

If you provide a UPI that is not correct, Google might just disapprove that product. Click To Tweet

There might also be a probability that Google matches your product incorrectly with other products.

Therefore, to avoid the chances of being wrongly listed or not getting listed at all, make sure you are accurate with the UPI in the Merchant Product Feed.

2. Not Optimizing the Product Titles and Descriptions

The second most important thing after the UPI are the product titles and descriptions.

The initial keywords in the product titles and descriptions bears utter importance when Google matches the search queries and decides the ad position.

It can be a common mistake to lead the product title or description with a brand name as the brand name might not be one of the top performing keywords for you.

Providing too much information and overloading the product title is a common mistake that advertisers make.

Add the most important information of the product in the title first. Click To Tweet

Provide precise, accurate and relevant titles and descriptions so that your search ability can be maximized.

Also, do not include promotional or marketing text, excessive punctuation, and symbols in your title.

It is recommended to include attributes such as color, size or brand in your title so that your product can be differentiated from others.

Including long tail keywords in your description is a good idea to increase your searchability.

Do not just throw any title or description on your ads, optimize the product titles and descriptions so that your ad visibility and CTR are enhanced.

3. Not Checking the Search Term Reports and Adding Negative Keywords

Google Shopping Campaigns operate differently than the Search Campaigns as they do not use keywords.

While in Search Campaigns, your ad will only show up for search queries when you add keywords.

Whereas, in Shopping Campaigns, your ads show up for any search query that matches a product you sell.

Therefore, with this rule of thumb that keywords are not used in Shopping Campaigns, many retailers do not search their search term reports thinking it to be unimportant.

So, irrespective of the fact that Shopping Campaigns do not use keywords, you should check the search term reports to recognize the terms that are matching your product.

By accessing the search term reports, you can check whether your ads have been showing up for the right moment or not.

The knowledge that you gain through Search Term Reports can guide you in making productive changes in the campaign structure.

Along with not checking the search term reports, marketers commit another mistake of not adding negative keywords to their Shopping Campaigns.

Incorporating negative keywords in your product groups will prevent your ads from being shown for any irrelevant and unprofitable search terms.

Furthermore, negative keywords will ensure that your ads reach out to the most relevant customers and prevents clicks from those who are looking for something that you don’t sell.

With negative keywords, you will be able to reduce your overall costs and increase the ROI. Click To Tweet

4. Do Not Compete Against Yourself

In Shopping Campaigns, you can use “Product Groups” to divide your products into smaller segments.

By product grouping, you can use choose similar items, products to exclude, set specific bids for certain products.

Marketers make a mistake here by thinking that the product groups are similar to the keywords. Perhaps, these two perform differently.

Just like a common problem of duplicate keywords in Search Campaigns, an equivalent problem of can also occur in Shopping Campaigns where it becomes difficult to predict which search ads will show up for a particular search and which bids will be used.

This problem basically occurs when a single product remains in multiple product groups and the overlap takes place easily.

For example, you are selling electronics like Samsung Televisions.

If you create one product group where the product type is Television and another where the brand is Samsung, then Samsung Televisions are included in both the product groups.

To avoid internal competition do not put the same product in different product groups. Click To Tweet

Because by this, your groups will end up competing against each other.

You have to be aware that it is really important duplication in the product groups as you will end up competing against yourself.

5. Neglecting Google Merchant Promotions

While advertisers underestimate the power of Google Merchant promotions, little do they know that the Merchant Promotions are just like Ace of Spades that might just turn things around according to them.

Merchant Promotions allows you to add a “special offer” tag beneath your product listing ad. Click To Tweet

The “special offer”  makes your product to look more exclusive, limited and appealing to your potential customers.

They possess the power to improve the performance of your products ads greatly and also helps you to optimize the CTR and Cost per Click.

So. do not make this mistake of ignoring the Merchant Promotions and if promotions are available on your Google Merchant Account, Use them.

They also give you an advantage over your competitors who do not use them.

6. Creating Too Many Product Groups

The famous saying, “The More The Merrier” is definitely relevant in many situations but in the case of product groups in Google Shopping, this saying is not applicable.

Many marketers set up a lot of product groups and then fail to manage each of them properly.

Do not create too many product groups while setting up Shopping Campaigns. Click To Tweet

For each product group, you will have to set individual bids and that can be pretty time-consuming.

Moreover, it is not important for you to have all the necessary information that you might need to decide bids.

As in Search Campaigns, keywords decided the bidding standards where Google automatically defaulted to the ad group bid when no particular criteria were set for a particular keyword.

But Shopping Campaigns work differently, you have to manage each group individually after you have created the product group structure.

So, to avoid this problem it is better, to begin with creating larger product groups and then further divide them only after having complete information about the specific bids.

7. Ignoring The Quality Score

For every product, Google Shopping gives a specific Quality Score that indicates whether the product is an appropriate match for a specific search term or not.

The Quality Score highly depends on the CTR of your ads, the information in the feed and the relevance of the landing page.

Quality Score also plays a vital role in terms of your Cost per Click that you actually pay to Google.

It is the Quality Score multiplied by the bid that decides your ad position. Click To Tweet

So, ignoring the Quality Score would be like committing a deadly mistake and putting a The End for your Shopping Campaigns.

As with the other AdWords text ads, you can simply scan the keywords to see the Quality Score, things are different with Shopping Campaigns.

Google calculates the Quality Score for you after checking the CTR, Ad relevance and landing page relevance.

Therefore, you can improve the Quality Score by researching how your product is performing alongside the competition.

You can also reset the Quality Score of a product that is getting lower CTR by giving it a new identity.

Remember that in Google Shopping the CTR is an early indicator of the Quality Score hence make your product pages as perfect, efficient and functional that the CTR of your ad gets improved.

To know more about how to improve Quality Score and save you money, read our previous blog.

8. Not Using The Right Images

In Google Shopping Campaign, the product image is the first thing that catches the user’s attention.

Hence, Product images are a big deal!!

So big that they have the potential to convert a click into a sale.

And they are so important that Google will not let you list an ad without them.

Therefore, make it a point to optimize the product images to ensure more visibility, clicks, and sales.

Even a small mistake in using the right product image can ruin you ads completely. Click To Tweet

Some product image mistakes are listed below:

  • Using the Manufacturer’s Image

The very common mistake that advertisers make is that they use images from the user’s official website.

This means that most of the advertisers use the same images and hence miss on an opportunity to get distinguished from the crowd.

  • Invalid URL

Next is that Google uses the field image URL to create a thumbnail image for your ad, so it becomes very important for the URL to be of a valid format.

Make sure that the URL does not have any spaces, slashes or any other characters that may restrict Google to access your ads.

  • Watermarks or Promotional Texts

Shopping Campaigns do not allow images that have any kind of watermarks or promotional texts.

So ensure that the images that you are using in your Shopping Campaigns are free any kind of text that violates the “No Watermark or Promotional Text” rule.

Conclusion

Google Shopping Campaigns is a great platform for online advertising.

Setting up the Google Shopping Campaigns can be a complicated process especially for the newbies.

Therefore, we have provided you with an outline of the common mistakes that the advertisers make while setting up and managing Google Shopping Campaigns.

As widely said, “Prevention is better than cure”

We have ensured to give you insights that will help you to prevent the common Google Shopping mistakes.

If you avoid all the mistakes listed above and follow the tips, surely Shopping Campaigns will become your cup of tea.

Remember, the key to a successful Shopping Campaign is using your creativity and shopping campaign features to achieve an optimized campaign structure that proves to be productive for your business.

 

Ajay Bhargava

Ajay Bhargava

Ajay is an online advertising expert with 5 years of experience in Google Adwords and Bing Ads. Ajay also have very good experience in managing large budget Facebook Ads campaigns. Ajay don’t take much time to bring ROI from Adwords, Bing and Facebook Ads campaigns.
Ajay Bhargava

Common PPC Keyword Research Mistakes that You Need to Avoid

Keyword Research is one of the most critical aspects of PPC universe.

Most of the advertisers even consider it to be rocket science.

Perhaps, it is the first step that the marketer should take when they are advertising through PPC.

Keyword research is like creating a foundation of the building.

It is complicated and requires a lot of hard work and is an important factor in determining the success of the entire PPC campaign.

A simple misunderstanding at the initial stage of PPC campaigns can endanger everything that you do from that point onwards.

Keyword Research basically helps you to identify and target keywords that are most relevant to your audience.

Keyword Research can either make or break the performance of your PPC campaigns. Click To Tweet

Before carrying out a keyword research for your PPC campaigns, it is important to avoid common PPC mistakes that many PPC advertisers make while performing keyword research.

Avoiding common PPC keyword research mistakes will help you reaching your target audience so that your ROI and conversions are maximized.

Here are some common PPC keyword research mistakes that should be avoided.

 

1. Selecting keywords that are irrelevant to your customers

It has been noted that most of the marketers pick keywords that have high search volume, but they often ignore the relevancy of the keywords to their target audience.

Be sure to choose keywords that are relevant to your target audience. Click To Tweet

For example, if you are targeting customers who are targeting for high-end luxury clothing stores, you should not pick keywords like “low-cost clothing stores” or “affordable clothing stores”

These customers are not searching for those keywords. Instead, you should choose keywords like “best luxurious clothing stores” or “high-quality clothing store”

You need to understand that different customers have different concerns and user intent. And so they use different words when they search.

Here, you need to understand the language and the needs of your customers.

It sometimes becomes really difficult to understand all the queries of your target audience because they are wide in number and almost every visitor has different terminology.

So, to avoid the confusion here, you should target keywords here that are highly relevant and laser focussed towards what your business offers.

If you are targeting keywords that are inconsistent with your users, you are simply wasting your advertising budget.

Remember, every visitor has an intent and is looking for something. So you have to make sure that you provide an apt answer to your customer’s query.

A better way of performing keyword research is manually searching keywords in Google and noting down the kind of results that come up.

By doing this you will get an insight whether the keyword is relevant to your product or service that you intend to deliver to your target audience or not.

 

2. Targeting too broadly

This is one of the most common mistakes that marketers make with keyword research.

They target keywords that are so broad that they become unrealistic for their company.

Search volume is one of the most important metrics to keep into consideration when you are looking for perfect keywords.

But when using tools like Google’s keyword tool, do not make this mistake of looking at broad search volumes rather than exact match.

Broad match keywords are significant in finding the search queries and estimating the actual behavior of the visitor.

If you aren’t careful with this, you will go beyond the limit of keyword research and that will only add up to your wasted ad spend.

Specific keywords cost less for PPC and often have higher conversion ratios. Click To Tweet

They also help the ad to rise to the top of the SERP more quickly.

Remember this, when you are using tools to estimate search volumes, use less of broad and phrase match keywords and more of exact match keywords.

 

3. Aiming at unrealistic keywords

Keyword Research emerges to be a straightforward yet lengthy task.

You choose a keyword research tool of your choice and select keywords that are related to your campaigns with the highest search volumes.

Is it usually the correct and the most productive method of finding keywords?

Sadly! It is not.

It is definitely not the correct way to research for keywords if you want to see real results.

If you have just started a campaign, you should not aim at competitive head keywords.

Instead, you should choose long tail keywords as they are easier to rank and have a relatively higher chance of conversion.

Targeting one-word keyword is quite unrealistic plus unprofitable. Click To Tweet

For example, if someone is searching for “Acer laptops” is quite ahead in the purchasing process than someone who is only searching for “Laptops”.

While targeting keywords, think about the searcher who is almost on the verge of conversion.

Perhaps, there is no major fault in targeting generic keywords.

But if, you have a campaign that is limited by budget and you want results in less time, targeting less competitive keywords is a much better way to utilize resources.

 

4. Opting for keywords that have no traffic

Long tail keywords are a great way to begin a keyword research.

These keywords get less traffic but then you have a higher chance of converting your visitors into customers.

Long tail keywords absolutely become a good match for those users that use specific terms when they are searching.

Moreover, if your keyword is too specific and does not attract any traffic, it will not help your campaigns.

Selecting too specific keywords can sometimes be unprofitable. Click To Tweet

Hence, you should make sure to aim for those long tail keywords that are capable of attracting sufficient traffic.

As it is said that “Something is better than nothing”. The same quote can be applied in the case of keywords as well.

Instead of having specific keywords that generate no traffic, you should choose long tail keywords that attract moderate but existent traffic.

Even if you select keywords that attract the adequate amount of traffic and are comparatively low in competition, might not be fruitful for your campaigns.

So, select keywords that are both productive and generate high-quality traffic.

 

5. Focusing on one or few keywords

Another mistake that internet marketers do while conducting keyword research is that they tend to focus on either one or few keywords for their campaigns.

One or few keywords become very reluctant in generating more traffic as they are way too general and highly competitive.

Moreover, they do not cope up with the searcher’s intent.

They are led by a misconception that by focusing on one or few top keywords, they will fetch the most reliable PPC results.

Since in PPC, there is already a lot of competition for the keywords.

As pertaining to that if you still choose to go with one or few keywords, you would be doing nothing but wasting your dollars and time.

In order to drive more traffic to your website through PPC campaigns, you need to focus on optimizing more keywords for your PPC campaigns.

Focus on optimizing more keywords that bring your potential customers closer to you. Click To Tweet

So to make most of your PPC campaigns, try composing your keyword list of mostly long tail keywords because they prove to be more relevant to the searcher’s intent.

Also, make sure that the keywords that you are incorporating in your keyword list should focus more on the user’s intent.

These keywords will not only bring you closer to your target audience but also prove to be conversion oriented.

 

6. Ignoring the search trends

Search trends can have a significant impact on the keywords that you are targeting through keyword research.

Search trends give you a good clue about what the people think while searching for a product/service and on what keywords are getting the most number of clicks.

So, it definitely a wise idea to keep a close eye on them.

Keywords also face ups and down over time.

And staying up to date with these trends is a great way to formulate your keyword strategy effectively.

Targeting keywords all by yourself while conducting keyword research is not the correct strategy.

You should consider the intention and the language of the searcher as well.

Also, before targeting any keyword, evaluate its current search result. Click To Tweet

This search evaluation of the keywords shows the competitiveness of the keyword, which is essentially important for keyword bidding.

Moreover, you should also analyze search reports of your website.

It gives you a ready made list of potential keywords which the users might have searched.

These keywords come directly from your targeted audience and make your work easier of finding quality keywords.

 

7. Not reviewing the chosen keywords

It is universally accepted that PPC marketing is an ongoing process that requires continuous monitoring.

Same is the case with keyword research, as it is dynamic and flexible that need constant attention.

The tastes, preferences, and expectations of the users constantly change, develop and evolve over time.

As a result, their choice of keywords also changes simultaneously.

This makes reviewing your regular keywords comparatively essential.

While performing keyword research, conduct keywords audit and reviews to remove the underperforming keywords and to identify more profitable keywords.

Have a look at our previous blog on “Complete Guide on How to Use Keywords in PPC”

In that blog post, we have mentioned the tips and strategies to deal with performing and non-performing keywords.

Do not leave your keywords running for too long.

You should regularly monitor your keywords to know:

  • Which keywords are overspending?
  • Which keywords are under-performing?
  • Which keywords are generating no or less traffic?

Hence, it is always beneficial to keep an eye on your keywords to assess their performance because he keywords that seemed relevant today might lose its relevance tomorrow.

So, you should constantly revisit the keywords of your choice to make sure that they are still working.

Have a constant check on the keywords to ensure that they are still in progress. Click To Tweet

By reviewing the keywords every now and then, you will not only clean up the mess but be able to focus on keywords that drive results.

 

Conclusion

Before you dive into keyword research for your PPC campaigns, you should know about these common keyword research mistakes that many advertisers make.

Executing keyword research takes a lot of time.

It is important for you to take a considerate amount of time and really think about the keywords that you actually want to bid for.

Avoiding these mistakes related to keyword research can save your time, help you to formulate a successful marketing strategy and drive in the potential and targeted customers.

By targeting valuable and appropriate keywords, your traffic and conversions will increase. Click To Tweet

On the other hand, by choosing the wrong keywords, you will simply waste your budget.

So, it totally depends on how you conduct the keyword research.

Hopefully, we have provided you with ample information that might prevent you from making common keyword research mistakes.

 

 

Dinesh Thakur

Dinesh Thakur is the co-founder of Ads Triangle which is a Google Partner and Bing Ads Accredited agency. He has over 7 years of experience in Pay per Click marketing. Dinesh has helped hundreds of businesses to grow their revenues through PPC. He has expertise skills in Google Adwords and is passionate about Pay Per Click.

8 Tasks You Need to Complete Before Creating a PPC Campaign

Being highly visible on the SERP through PPC advertising is a key strategy for acquiring quality web traffic.

Most businessmen today, depend on search based traffic to increase their share of leads, sales, growth, and revenue.

But for newer websites and those who aren’t doing well organically, paid search plays a vital role in bringing consistent traffic to their sites.

PPC is a great way of getting targeted audience to your website by publishing ads on the search engines.

So, you’re ready to bounce and advertise your business on search engines with PPC campaigns?

Great!

But before you start, you need to plan how you are going to make it work effectively for your business.

Here are top 8 tasks that you need to complete before starting PPC campaign

1. Know what your Goals are

Can you grow your business and take over the PPC advertising without having a proper goal?

No!

Well, if you don’t set measurable goals you won’t get there.

Generally, you already know your destination at the beginning of any journey.

Same is the case with PPC. Before embarking PPC journey, make sure you have a roadmap to follow.

Before setting up your PPC campaign and running it, the very first thing you need to decide is what your goals are.

Remember, a PPC campaign with no goals is doomed Click To Tweet

Setting goals is a good thing but abiding by those goals is simply perfect.

Once you have set your goals, make sure that you hold yourself to them to achieve PPC success.

You should have a clear view of where your company is standing right now and to what level you want to take it through PPC advertising.

Different businesses have a different set of goals. You should decide directly what the entire goal for your website is.

Whether it is to persuade visitors to sign up for a newsletter, give you their contact details, increased sales or a simple visit to your website.

Knowing what you want to get out of your PPC campaign will help you to reach your target result.

Moreover, set SMART (Specific, Measurable, Attainable, Realistic and Timely) goals for your campaigns.

2. Determine your Budget

Knowing the budget for your PPC campaign bears uttermost importance.

Not having a defined budget will let your PPC campaign run wildly and you will end up spending more than planned.

As the name suggests, with PPC campaigns you will have to pay for every click. Click To Tweet

So, You need to carefully think about how much you can afford to spend overtime.

When setting up your budget for the entire campaign, generate a total budget for the campaign and then segment it on the basis of monthly, weekly, and daily budgets.

Your budget will be different depending on your industry and how much competition already exists for the keywords you want to target.

For example, if you are a bakery owner, your keyword might cost you around 30 cents. On the other hand, if you are an automobile part owner you might end up paying around 5 dollars for a keyword.

Examine your PPC campaigns on a regular basis and associate together the campaign goals and budget to generate maximum ROI.

3. Recognize your Target Audience

In PPC advertising, audience targeting is the focal point.

With PPC campaigns, you need to think about who are you selling to and what they’re needs are.

As with traditional marketing, knowing your target audience in digital marketing is also very significant.

Being aware of your target audience is a key factor in running any successful campaign. Click To Tweet

Without, a comprehensive understanding of your target audience, it can be quite difficult for you to create compelling ads that will attract potential customers.

Audience targeting becomes really important if you are running more than one PPC campaign.

With multi campaigns, you can aim to hit different target market for each of your campaigns.

This is important if you are running gender or location specific campaigns.

In highly specific campaigns, creating campaigns without having the knowledge of the target market can lead to assured failure.

The importance of identifying your target audience is even more essential in online marketing than offline because the competition in online marketing is far fiercer and the shopping process is faster.

Moreover, throwing a net too wide can lead to wasted time and money.

Whatever your business challenge is, reaching your target audience is imperative and essential.

4. Organize a Keyword List

Setting up and maintaining strong and high performing PPC campaign takes time, budget, and expertise.

But without a continuous keyword research throughout the campaign, you will never get the best possible return on your investment.

The keywords that you select for your campaign will eventually determine when your ads will show up for various search results.

Good keywords will make sure that your ad is shown to the relevant target that is more likely to convert.

Pick keywords carefully and consciously and create a comprehensive keyword list out of them.

Add only those keywords to your list which are relevant to your business. Click To Tweet

Include everything that relates to your business like the general terms, specific terms, misspelled terms etc.

Put yourself in the shoes of your customers and then search for your company to bring out the keywords and combination of terms that work best for you.

This will help you to find the lesser used keywords that are inexpensive and can still generate good results for you.

You should also try to avoid “broad match” keywords as they pull in irrelevant search results.

Use negative keywords also.

Negative keywords allow you to be more specific in eliminating irrelevant search traffic.

By eliminating irrelevant search traffic, you can ensure that your ads will show up to those people who are more likely to buy your product or service.

5. Have Well Optimized Landing Page

The next step to determine after mining the keywords are where are you going to send the people who will click on your ad.

To the homepage?

A big NO

It becomes important for you to decide what page of your site is more relevant to the campaign you are running.

The page which bears relevance to your campaigns is called a Landing Page. Click To Tweet

You might be wondering what exactly is the difference between a home page and a landing page.

The home page is an introductory page of your website, typically serving as a table of contents for your website.

Whereas a landing page is a distinct page on your website that is built for one single conversion objective.

If you drop all your PPC customers on your homepage, there will be high chances for you to lose your potential customers and bounce rate of your website will increase which is not a sign at all.

So, do not redirect your ads to the homepage, instead create a separate landing page that tells elaborately about the product/offer.

A landing page is always better as it brings in more conversions and improves the CTR. That is why landing pages are an essential part of PPC advertisement.

Use keywords that have high conversion rate in the right amount for your landing page. Also, insert quality graphics and images in your landing page to enhance conversions.

To get good ROI you will need to make sure that your landing page converts the traffic into leads and sales.

The major goal for your landing page should be to turn site visitors into leads and sales.

You should have a landing page with relevant content that immediately addresses what a visitor is looking for after a single click.

This will improve your user experience and quality score.

6. Get Ready with your Conversion Tracking

The beautiful thing about PPC marketing is that you get a chance to track everything.

Yes, EVERYTHING

One of the most important factors in monitoring the success of your campaign is installing conversion tracking on your website.

Every PPC manager has a common nightmare, that is finding an account that doesn’t have any form of conversion tracking.

No matter how small or big the daily, weekly or monthly budget is, conversion tracking is a must. Click To Tweet

Conversion come in different forms, some of them are:

  • Inquiry Forms
  • Contact Us Forms
  • Purchasing a Product
  • Requesting a Call Back
  • Making a Phone Call
  • Downloading an Ebook, PDF, Brochure
  • Engaging in Live Chat

If you track any of the above-mentioned forms of conversions, you will be able to identify which keywords and ads are the best performers for your business.

Implementing Conversion Tracking should be a high priority for you as it shows you exactly where your campaign value lay.

Conversion Tracking lets you identify how well your ad campaigns are generating leads, sales, downloads, email sign-ups and other key actions for your business.

The data that is recorded by conversion tracking allows you to recognize the working and the non-working areas of your PPC campaigns.

By this, you can optimize your bids, ad text and keywords as and when required.

You should also note that conversion tracking not only benefits your PPC accounts, but it also helps you to determine what other channels of marketing are proving beneficial for your business.

7. Identify your Competitors

Analyzing your competitor’s PPC campaigns is a great way pull out data about their company’s conversion strategies and methods.

The conflict for leads, sales, customers and revenue through PPC advertising is fierce and it’s getting rougher day by day to differentiate yourself from your competitors.

Just like you, your competitors are also bidding on brand terms and keywords which lead to the bidding war.

This bidding war increases the CPC.

If you want to gain an advantage and win the PPC battle, conduct an in-depth competitor analysis. Click To Tweet

Conduct a comprehensive analysis of your competitor’s impression share, keywords, ads, landing pages, messages, offers etc.

The above analysis will give you a better understanding of the competition and will reveal ways to improve your conversion funnel.

Analyzing the ads of your competitor is also a way to see what all your ad are missing.

The process to analyze your competitor’s PPC campaign is as follows:

  • Define who are your competitors.
  • Do a quick assessment of how quick are they.
  • What is their USP and how is that different from your business?
  • What do you want to draw out from their data?
  • Optimize your campaigns accordingly.

Discovering the strengths and weaknesses as well as keeping a close eye on your competitor’s each move is highly required.

8. Hiring the Right PPC Agency

For PPC marketing, hiring an agency is always preferred over individual account manager.

As the individual account manager has a multitude of responsibilities, PPC management agencies can solely focus on the art of PPC.

PPC agencies concentrate on recognizing and working with global search trends and constantly keep themselves updated.

PPC needs constant attention if it is to be done correctly. Click To Tweet

PPC agencies have no responsibilities other than that of optimizing the PPC campaigns and accounts.

PPC advertising is a performance oriented industry and hence, an agency has to deliver best results in order to sustain.

Before finalizing the industry, check how have they advertised their own agency.

This will give you an insight of their advertising skills and expertise.

Also check whether the company is solely involved in PPC activities or if it offering a lot more services like web designing, web development, SEO, SMO.

If the agency is engaged in various activities then reject the agency at once.

Merely choosing an agency is not enough, you should choose the right PPC agency that correlates with your business goals.

Because PPC requires relentless attention and involvement of an entire team where professionals together work toward building best service in the market.

To get the best of PPC advertising, have a brainstorming session with an agency professional on the following points:

  • The nature of your product or service.
  • If you have offers or discounts to promote.
  • Why would the customers buy your product/service?
  • How is the offer of your product/service different from that of your customers?
  • How your competitors are promoting their products/service and how is their campaign going on?
  • What has been your company’s strength over years?
  • Who are your target customers?

These points will enable the agency professional to bring out the possibilities that will make your PPC campaigns fruitful.

Conclusion

PPC advertising is a great way to receive instant exposure to your website.

It increases your chances of seeing an immediate growth in revenue.

However, if you rush into it without a proper plan or without any experience, you increase the risk of burning your entire budget very quickly.

The above 8 tasks are crucial in not only determining what is right for your PPC campaigns but they are also essential in developing and implementing successful campaigns.

Pradeep Singh

Pradeep has over 6 years of experience in handling large budget PPC accounts. Pradeep has strong ability to explain and suggest recommendation for large budget accounts.

Pradeep is known to deliver high ROI within one month. Pradeep has very good skills in MS Excel for campaign management. Pradeep is Google Adwords, Bing Ads and Google Analytics certified professional.

How To Avoid Most Common PPC Mistakes

Pay per Click (PPC) advertising is an outstanding way to drive traffic to websites.

By applying keyword based PPC ads, marketers can generate more leads and sales and increase their profit.

Creating a profitable PPC campaign can sometimes be challenging and hence requires expertise management to run it successfully.

We all are humans and therefore capable of making mistakes.

And as you manage few PPC campaigns, making mistakes becomes pretty common.

Making wrong decisions while setting up PPC campaigns can cost you a lot.

Your whole account including your ads can suffer as a result of common PPC mistakes that be easily avoided.

Fixing of these problems would mean saving thousands of dollars and generation of extra revenue.

This is the reason that we have incorporated this article which covers the 8 most common PPC mistakes that marketers make.

Our main aim in writing this article is to increase your awareness of these problems and the consequences and the methods by which you can avoid these mistakes.

List of most common PPC mistakes that can be avoided.

1. Not knowing the fundamentals of PPC

Before you start up with any PPC advertising, it becomes very important for you to understand the fundamental concepts of PPC campaigns.

Sadly, some PPC managers just overlook this fact straight away jump in assuming that they can figure out everything on the basis of trial and error.

Starting PPC campaigns without knowing the essentials could be a very costly mistake. Click To Tweet

Therefore, prior to setting up your PPC campaigns, you should understand the basics of keywords, ad copy, landing page, bid adjustments, audience targeting etc.

Understanding the key ideas above will help you to make appropriate adjustments in your campaigns so that they are successful.

Apart from understanding the basic elements of PPC management, you should also be aware of certain warning indications in PPC.

Fundamental elements of PPC are:

  • Keywords
  • Impressions
  • Clicks
  • Click Through Rate
  • Landing Page

 

2. Using Broad Match Keywords

It is important for you to use keywords correctly and appropriately.

You should avoid this mistake of using broad match keywords while running a PPC campaign.

Most of the advertisers use broad match type keywords that bring in irrelevant searches thus leading to wasted ad spend.

Broad search keywords are hardly recommended as there is already tough competition for generic keywords which prevents your ads from ranking high in the search results.

If you set up broad match keywords, you will be targeting searches that are beyond your reach and inappropriate for your campaigns.

For example, if you are only selling formal shoes and you add a keyword phrase “formal shoes”, your ad may still show up for queries like: “When should I wear formal shoes?”, “Shoe polish for formal shoes.” etc.

Broad match type keywords do not provide you with enough information about the user intention. Click To Tweet

Therefore, to achieve the desired results you should make your PPC keywords compact so that your prospective customers reach out to you.

To know more about the types of keywords, refer to our previous blog on “Complete Guide on How to Use Keywords”.

3. Not using Negative Keywords

Negative keywords are a very fundamental part of a PPC campaign.

Negative keywords help you to get the right type of traffic based on your campaign goals. Click To Tweet

Not adding negative keywords to your PPC campaigns is a very common mistake that needs to be avoided.

By preventing your ads being shown to irrelevant queries, negative keywords not only save your ad spend but also improves your campaign performance.

In order to combat the unwanted clicks, it becomes really important for you to do research and come up with a good list of negative keywords.

For example, if you only sell laptops and not the desktop computers, then adding “desktop computers” as a negative keyword will be beneficial for you as now your ad won’t show up for desktop computers at all.

Just like common keywords, incorporate the negative keywords in your campaigns and gain the rewards of reaching your target audience more accurately.

By using negative keywords you can significantly reduce irrelevant ad impressions for your ads, improve your quality score and lower the Cost per Click.

In addition, your Cost per Acquisition and ad spend will decrease while causing your conversion rate to increase.

4. Irrelevant Landing Page

The landing page is where you close a deal with the customer in PPC.

So, a continuous process of landing page optimization becomes exceptionally necessary.

Whatever you state in your ad, repeat it on the landing page where you are taking your visitor.

Ensure that your landing page is relevant to the query. Click To Tweet

By not creating a relevant landing page, you will disappoint your customers when they click on your ad.

The most common mistake that the beginners do is that they make all their ads land on the home page.

Moreover, the home page is the introductory page of your site whereas the landing page is a page that is built for a conversion objective.

Now just imagine that you have created a very good, eye-catchy ad copy and have even added ad extensions.

Your ad copy is simply perfect but when your user clicks on your ad, he is directed to a wrong landing page. The result of this mishap will be that your user will lose interest and will not convert.

Sending all the traffic to one landing page or even worse the home page is indeed a terrible idea.

You should design a target oriented landing page that serves only one purpose.

Therefore, it becomes really important for you to use correct landing page and also maintain a relevance between the keywords, ad copy, and the landing page.

5. Not improving your Quality Score

Quality Score is a metric in PPC advertising that reports the relevance and historical performance of your keywords, ads and landing pages with respect to the search query.

Your Quality Score can either make or break your campaign.

There are many factors that can lead to negative Quality Score.

For example, if one of your ads has a low score and you do not make any changes to improve it, then your entire campaign will have to face negatively because of it.

Low-Quality Score increases your campaign’s cost and lowers your impression share. Click To Tweet

Quality Score acts as a helpful warning to let you know when you have to optimize your PPC campaigns.

There are a number of factors that determine the Quality Score like:

  • Click Through Rate
  • Landing Page
  • Keyword Relevance
  • Ad Text Relevance
  • Historical PPC Account Performance

For your ads to be successful, Quality Score is an important factor.

It not only plays a key role in determining your ad position but also tells you how much will you pay for a click.

Therefore, the more relevant your ad, the more will be your Quality Score.

6. Considering #1 position to be the most appropriate

Advertisers scramble over each other to make sure that their ads make it to the top position.

Because they think that being on top determines their campaigns’ success.

A common assumption about PPC advertising is that #1 position is the ultimate goal.

In reality, there is a slight change.

#1 position isn’t always the best ad position for your business especially when you are paying a lot of dollars for a click and when you have broad match type keywords.

Being #1 will mean that your ad will attract visitors who might not have used the right keywords for their search query leading wastage of ad spend.

Certainly, #1 position will not hurt your ads from impression perspective but it is not an optimal position from conversion or ROI point of view.

According to a blog post by Search Engine Watch, it is also said that #1 Position doesn’t always get highest CTR.

One more thing to consider is that just because your ads aren’t appearing on #1 position does not mean that they aren’t being clicked or your potential customers aren’t visiting your website.

#1 position receives a higher percentage of clicks yet it generates the most non-converting traffic. Click To Tweet

7. Creating Weak Ad copy

One of the most important elements of any PPC campaign is the ad copy.

With the right keyword targeting, great bidding strategies and appropriate audience targeting, an ad copy can still make or break your campaign.

No doubt you will draw in more customers and leads if you create a very general or broad ad copy.

But this will also make your ads feel neglected by your potential customers.

Ad copy is the only part of your work that your target audience will interact with. Click To Tweet

So, make it the best you can.

Also, make sure that you target that audience who can benefit from your product or service.

Remember the best way to improve your ads is to study other ads, only then you will get an idea on how successful ads are created.

Another mistake that the marketers do is that they don’t use enough keywords.

Use keywords as much as possible because this will help your ad to connect to your user’s search query.

If you have any available offers, promote them in your ad so as to make your ad copy stand out above all the other ads.

8. Not Tracking Conversions

Conversion tracking is a method which enables the advertiser to know from where the conversion came from and what initiated the conversion.

If you think that your job is done after creating and uploading your campaigns, maybe you have a false impression about PPC advertising.

You need to optimize your PPC campaigns in order to get better results and for this, you need to have a proper process of conversion tracking.

Conversion tracking is important because PPC advertising involves multiple marketing activities, so unless you know from where the conversion has come from you will not be able to know which parts of your marketing activities are generating conversions and which are not.

Through conversion tracking, you can either stop or improve the non-converting marketing activities.

Conversion tracking isn't a one-time activity, it should be constant to improve your conversions. Click To Tweet

Conclusion

Only when performed correctly, PPC management can take your business to new heights.

Moreover, the problem is that some marketers end up ruining their PPC campaigns by making simple mistakes that could have been easily avoided.

By using keywords correctly, having a relevant landing page and by conversion tracking, you can make your way towards winning campaigns.

Avoid these 8 PPC management mistakes and you could run successful campaigns that your clients will applaud.