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.
Segment your audience with Remarketing 1

A Complete Guide on How to Segment Audience with Remarketing

Remarketing is a form of online advertising that allows you to show your targeted ads to users who have already visited your website in the past.

While browsing the web, your past visitors will see your ads. This will help you to reconnect with them and entice the visitors to come back to your website for more.

Since your past visitors are already familiar with your brand and product/service, they are more likely to convert into a lead or sale on your website.

Remarketing is worthy enough to increase your conversion rate and the overall ROI. Click To Tweet

The fact that Remarketing is given so much of importance is because of its benefits.

Let us have a look at the various benefits of remarketing that it too hard to ignore.

Benefits of Remarketing

1. Connects to your Audience

With the help of remarketing, you stay connected with your audience even they are not on your website or searching for you.

Remarketing is a great tool when you are actively looking for your brand awareness and being in front of the people when they are on the verge of making a purchase or getting converted into leads.

2. Highly Targeted Ads

When you know that you have to target people who have already visited your website, you know what they are looking for.

So, to drive them back to your website to make a purchase or convert into a lead, you can create highly targeted and outstanding ads with extremely relevant images.

You can even create different ads on the basis of the pages that your visitors have visited.

For example, you are an e-commerce owner, offering a variety of footwears. However, you can create specific ads to target people who are looking for formal shoes and different ads for those looking for casual shoes.

3. Increased Conversions

As a matter of fact, it has always been observed that the campaigns that include remarketing as one of its strategies have a higher Conversion Rate.

This happens because you remind your audience of your product and services when they are on a verge of converting.

4. Higher ROI

With Remarketing, your conversion rate tends to get higher. This increased conversion rate is the reason behind an improved ROI.

 

The Basic Remarketing Setup

Basically, the advertisers start with their remarketing process with a list of the audience of all the visitors in the last 30 days.

30 Day Audience

In other words, if you create a similar list of the audience, you will be targeting the all the people who had visited your website in the past 30 days.

Basic Remarketing Set Up

This audience list is the one that is set by default when you create remarketing campaigns and most of the advertisers and marketers end up using this.

When visitors land on your website, they automatically get added to this list. You can count it as Day 1 for these visitors. After 15 days they are still on the list. Moreover, after 30 they will be still on the list.

Remarketing Set Up 30 Day Audience

But, after 31 days, they will fall off from that audience list.

Remarketing Set Up 31 Day Audience

They are no longer on the list until and unless they come back to your website because in that case they will get added to the list again and start off with Day 1.

Have you ever thought of optimizing this remarketing strategy?

If yes, well and good. But if no, then there is no problem at all because we are going to tell you how you can optimize your remarketing strategy by segmenting your audience.

Audience Segmentation by Behaviour

The very first thing to begin with remarketing is to segment your audience on the basis of their behavior that they demonstrated on your website.

According to the behavior aspect, there are 3 groups of people:

  1. Not Interested
  2. Interested
  3. Buyers/Converters

Remarketing Set Up-Behavior

1. Not Interested

They are those people that are really not interested in what you have to offer. The non-interested are ones that contribute to increasing your bounce rate. They are the immediate bouncers who might have entered your website by mistake. So, they leave immediately and never come back.

2. Interested

They are the ones that showed more than average interest in your product or service. Neither did they bounce back from your website nor did they spend few seconds on your website. They were on your website for a while and looked through a number of pages. But they did not do what you wanted them to do.

3. Buyers/Converters

They are the ones that actually did what you wanted them to do. They might have filled a form, bought a product, viewed a video or downloaded an Ebook. The possibilities are endless. If you are an e-commerce website, conversion for you could be that someone purchased your product. And if you are a lead generation website, it could be that someone read about your services or a blog post.

However, there is no need to target the first group of people that is the not interested. Since they are the ones that increase your bounce rate means that they are not at all interested in your product.

By Remarketing to the non-interested group you will only waste your ad spend. Click To Tweet

Also by not showing your ads to this group, you will increase your CTR and engagement. This will improve your Quality Score which will further reduce your Cost per Click. Hence, it is a win-win situation.

Same is the case with the third group of people that is the buyers/converters. They have already done what you have told them to do. So asking them to do the same thing is useless. No matter how many times you remarket them, they will are going to convert all over again.

By not showing your ads to the above mentioned 2 groups, you will only attract the best prospects for your ads.

The main use of remarketing is to go after those people who have should above average levels of interest in your website. This can be the best group you can go after. By showing your ads to the interested group, you are displaying your ads in front of the most qualified and targeted group of people. Therefore, your results are going to get better if you remarket to the interested group of people.

Remarketing Set Up-Interested

There are a lot of ways by which people can show interest on your website and you can also target them separately according to their level of interest.

But generally, you should try to keep it simple to avoid further complexities.

There is one group that is not interested, there is another group of buyers and converters and in between, there is a group of interested people that you will retarget first.

Audience Segmentation by Time

After segmenting the audience according to behavior, the next step is to segment them according to time.

The time frame that you take into account while segmenting the audience totally depends on the traffic of your website.

If your website traffic is average or low, then you might take a time frame of 2-2 days. On the other hand, if your website traffic is high, you can take a time frame of 2-3 weeks.

Remarketing Set Up-Visitor Behavior

While taking the time factor in consideration, the best audience to target is generally the most recent one.

The more recent the visitor, the more are the chances of them to convert. Click To Tweet

Hence, one of the most powerful ways to segment the audience is by seeing how recently they have visited your website.

Remarketing Set Up-Bids

Suppose you own an e-commerce website. So you might have visitors that visit your website but did not purchase anything. There might be visitors who must have added your product to the cart or even viewed the checkout page but they just did not do what you wanted them to do.

In this case, if you show them an ad straight away in the first few days after leaving your website, they are more likely to buy your product as compared to the ones that visited your website or  2-3 months ago.

There are a couple of benefits of segmenting the audience by time.

1. You can change the ads that you want to show to people

For example, You can send a

  • Normal remarketing ad to the visitors in the 0-7 day audience.
  • Special discount or offer ad to the visitors in the 8-14 day audience.
  • The value based ad that contains a social proof or testimonial to the visitors in the 15-21 day audience.
  • A deeper discount or a better offer to the visitors in the 22-30 day audience.

Remarketing Set Up-Preference

2. You can bid differently over time

As you know that the most recent visitors are the most profitable group of people to show your ads to, then it is obvious that you should spend more of your budget precisely to the most recent group.

For example, you can have the highest bid for the most recent group and decrease the bid as the recency decreases.

Remarketing Set Up-Bidding

Don’t forget the Buyers/Converters

It is not a wise decision to totally forget the Buyers/Customers. Although they are not your first choice to start with remarketing but then you can certainly cross sell your product or service to your existing buyers.

Moreover, you can go ahead and create Similar Audience which is also called “lookalike audience” on Facebook.

Remarketing Set Up-Similar Audience

To create a list of the Similar audience, Google helps you out. It compares all the information like their email address, IP address or the age and interest that they know about the people and then builds a list of people for you.

A Similar Audience looks like this in AdWords.

Similar Audience

Show Ads Occasionally

This means showing your ads for a period of time and then turning them off for another period of time.

You can show your ads for a period of 30 days and then stop your ads. At day 50 you can start showing your ads for 10 days and then stop again. Then show you ads at day 90 for another 10 days.

Remarketing Set Up-Interested Visitors

The prominent reason for showing your ads occasionally is that it is quite effective. Because when you continuously show your ads to the visitors, they get annoyed and increases your threat of losing potential leads and customers.

When you show your ads occasionally, the visitors don’t really get to know when the ads went away but they do notice when your ads are popped back again.

This helps you to get over banner fatigue and you are no longer under a threat to lose your potential leads and customers.

Generally, people tend to forget about your ads but they do remember your domain name, logo, image and because it makes it easy for them to recognize your ads when they are popped back.

Segment the INTERESTED audience

By now it must have been clear to you that you have to only target the INTERESTED audience.

The next step is to break down your INTERESTED audience even further to target a more qualified audience.

So, now the INTERESTED audience breaks down in breaks down in 3 different segments i.e.

  • Add Product
  • Cart
  • Checkout

Remarketing Set Up-Interested Behavior

You can think of this as the typical funnel from top to bottom through the various stages of interest. Whether they added the product, viewed the cart or the checkout page.

To maximize your reach to the desired audience segment, you should bid differently for different audience segment under the interested people.

Bid more for the people who are closest to buying and the people who have made through the last stage of your buying funnel.

Visualize your Remarketing into practice

Earlier, we talked about the concept of Remarketing List. But now we will put this concept into practice.

Creating Remarketing with AdWords

The very first thing that you need to do is to determine the audience size to make each list.

As a matter of fact, Google requires a minimum of 100 people on your list. However, you will have to expand the data range of your audience if your audience size is less than 1000 because audience size that is less than 1000 is too small worth an effort.

On the other hand, you will have to reduce the date range of your audience if your audience size is more than 10,000 to target a smaller portion of your audience.

Remarketing by Behaviour

After your lists have substantial audience volume, segment each of the lists by behavior.

As explained above, there are 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

The easiest way to build an audience list your buyers or converters are from the THANK YOU page. This THANK YOU PAGE is basically the page that the people see after purchasing the product or entering the details. This page ensures that the people have done what you wanted them to do.

(ii) Visualizing Remarketing for Interested

Interested people are an essential component of a Remarketing. Because this is the audience that is going to get you maximum conversions.

Therefore, it becomes really important for you to understand the interest and behavior of these people on your website.

If you are an e-commerce website and have huge traffic volume, you can easily figure out the interested people. You can keep a check on those visitors that went to the cart and even the checkout page but somehow stopped there and then.

On the other hand, although you are an e-commerce website but have low traffic volume, then you need to take a step back and create a list of interested people who went to your product or category pages.

Well, the lead generation websites do not get such clear clues, but then if you are one of them, you can keep a check on those people who view another page of your website apart from the homepage.

(iii) Visualizing Remarketing for Not Interested

This list is easiest to create out of all. When you identify the interested and the buyers or converters of your website, you have simultaneously created a list for those who are not interested in your product/service.

Remarketing by Time

There may be times when you want to target only a specific group of people on the basis of time while excluding another group that comes within the previous group.

This seems a little-complicated process but can be easily resolved with the help of Custom Combination List.

The Custom Combination List is a list that allows you to create advanced lists out of existing remarketing list.

Target a custom audience by combining remarketing list in an OR, AND or NOT relationship. Click To Tweet

For example, if you want to offer a special price to those who purchase three products a set like a DSLR camera, Camera Shoulder Bag, and a Camera Tripod Stand.

But the problem is that these three products are in three different URLs.

So, in order to create a Remarketing List of people who visited the three products, you can create a list of people who visited the DSLR Camera Page, second list of people who visited the Camera Shoulder Page and a third of people who visited Camera Tripod Stand.

After this, you can create a custom combination to reach the people who viewed your DSLR Camera page AND Camera Shoulder Bag AND Camera Tripod Stand page.

The next step is to add these custom combination list to your Ad Groups.

But then of you have multiple AdWords Accounts, then these Custom Combinations can become little confusing.

Hence, to clear all your confusion, Remarketing comes into action.

Moreover, to get the best results, ensure that you test the interested audience rather than all site visitors.

For example, say that you have 3 lists i.e.

All visitors in the

  • 7 days
  • 15 days
  • 30 days

Now, you want to show different ads to each of the categories and also want to bid differently for each of the above-mentioned categories. Hence, you can create custom combinations like this:

People on your

  1. 7-day list.
  2. 15-day list but not on your 7-day list.
  3. 30-day list but not on your 15-day list.

Creating custom combinations for smaller groups is fine but as your audience increases, these custom combinations can become very tricky and confusing.

To solve this confusion, Remarketing introduces the concept of “Excluding Traffic”

To reach a highly specific audience with your ads, you can exclude or block the irrelevant traffic. This will, in turn, reduce your costs and increase the probability of attracting quality clicks and conversions.

So, to target the people between day 7 and day 15, you can simply target everyone on the 15-day list and exclude on the 7-day list.

Remarketing at practice in AdWords

To put the concept of Remarketing into practice in AdWords, let us take an example.

Suppose that you have to target people who have viewed your cart page in the last 15 days but not anyone that went to the checkout page and also not those people who viewed your cart in the last 7 days.

This is because you are segmenting your audience to show them different ads bid differently.

Remarketing Set Up- Cart and Checkout

Therefore, to target this group, you can create custom combinations in the following way:

Create Custom Combinations of

  1. Cart 15 but not Cart 7 (Cart 15-7).
  2. Checkout 15 but not Cart 7 (Checkout 15-7).
  3. The two, Cart 15-7 but not Checkout 15-7.

You can also create an audience targeting visitors to the cart in the past 15 days.

Remarketing part 1

Then add this audience to your Ad Group.

Remarketing Part 2

Then scroll down to add exclusions (Checkout 15 and Cart 7).

Remarketing Part 3

In addition to all of this, you should experiment with different segments and time frames. Have a constant check on the number of people that you reach.

Creating Remarketing with Facebook

To create a Remarketing on Facebook, you need to make a custom audience.

Facebook Ads Manager

In spite of getting ahead with the audience on Facebook, it is important to remember that in Facebook your audience size is going to dominate the time frame and the budget that you use.

There are a lot of people out there who are very particular about their Facebook newsfeed.

If you show your ads to them occasionally, they would not mind that but if you keep showing you’re to them every now and then, they might not like it and as a result, you might get some harsh treatment.

So, you have to be highly aware of how often you show your ads and you also need to take precautions to avoid ad fatigue because this really happens fast on Facebook.

You also need to have a standard size of the audience in Facebook that suits your time frame and budget.

Remarketing by Behaviour

Just like AdWords you have 3 groups of people when you segment your audience according to behavior i.e.

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

Similar to AdWords, you can create a list of people who have purchased any product from your website or have converted into a lead.

For this, you will need the URL of the Thank You page and create a custom audience of 180 days to that specific traffic.

Custom Audience 1

(ii) Visualizing Remarketing for Interested

This is also similar to AdWords where you need to identify the traffic that is showing interest in your product/service.

As mentioned above, the e-commerce websites are going to get clear and evident signals of people who are interested in your product/service. Like the people who viewed your cart or the checkout page.

And for lead generation websites, you can use the feature of Custom Combination, where you can create an audience for those people who viewed 2 or more pages of your website.

In this example, if the person has been to your sales page and the homepage, then only he will show up as an audience.

Custom Audience 2

(iii) Visualizing Remarketing for Not Interested

The concept to create a list for the Not Interested in Facebook is same as it was in the case of AdWords.

Identify the interested and the buyers or converters of your website, and the rest are the ones that are not interested in your product/service.

Remarketing by Time

Segmenting your audience on the basis of time is the easiest way on Facebook.

The default time frame is of 30 days when you create a custom audience for your website.

But as RECENCY is the key to segmenting the audience on the basis of time, the default time setting ignores the fact the nonrecent visitors are less likely to take an action than the recent visitors.

Here, you can have a similar setup of the audience like:

All visitors in the

  • 7 days
  • 15 days
  • 30 days

If you have low traffic volume, you can expand the time frame. On the other hand, if you have high traffic volume, you can shorten the time frame.

In Facebook also, you can exclude the irrelevant traffic. The exclusion takes place at the Ad Set level.

Remarketing at practice in Facebook

Let’s take an example here, you are an e-commerce website owner dealing in footwears.

One of the categories on your website is the shoes, so you can make an audience that is comprised of people that have been to those pages.

Furthermore, you also want to make your audience targeting more precise and exclude the recent buyers because the probability that they are going to make a purchase again is quite less, so you can exclude buyers from the past 7 days.

Hence, in terms of the Remarketing, you will only show your ads to those who have generated a recent interest in your product/service and will exclude the recent buyers.

Remarketing and Google Analytics

To get an in-depth detail of the interests and behavior of your website visitors, you can combine the effects of Remarketing and Google Analytics.

However, remarketing the visitors on Google AdWords and Facebook has one flaw that is both of them used certain rules to build a remarketing list.

Hence, with Google Analytics, you can create remarketing lists based on a huge variety of the behavior and interest of the visitors.

Who are the Interested Visitors on Google Analytics?

The absolute sign of interested visitor is when they buy anything from you or convert into a lead.

There are a lot of behavior options that makes someone more likely to convert. Click To Tweet

The behavior of the visitors also depends on your business, the product that you sell, the frequency of your buyers and of course the selling process.

The Time Spent on the website

It is a wide known fact that the longer the visitors spend time on your website, the more pages they will view and the probability of them to convert increases.

The visitors who leave your website after visiting just one page of your website are less likely to convert.

(i) You will need the Session Duration Report to find out for how long did the visitors spend time on your website.

You will find this report in Audience > Behaviour > Engagement.

Session Duration

(ii) There is another option to look at the amount of time that the visitors spent on your website. That is the Page Depth Report.

Page Depth

However, the two reports are quite easy to generate but they are not convincing and useful.

To solve this issue, you can create a Custom Report.

Custom Report Creation

1: Sign in to Google Analytics

2: Navigate to your view

3: Click Customization and then select Reports from the drop down menu.

Custom Report 1

4: Click Customization > + New Custom Report

Custom Report 2

5: Enter a Title

6: Click +Add a Report Tab (Optional)

7: Select a report type: Explorer, Flat Table or Map Overlay

8: Define your dimensions and metrics

Custom Report 3

9: Click +Filter to limit the report to specific dimensions (Optional)

10: Select where the report should appear. Use the drop down menu to select specific views, or select All views associated with this account to allow this report on all views you have access to.

11: Click Save

Custom Report 4

 

Analytics Remarketing List

Create the Audience in Google Analytics after you have identified the group of people you want to remarket to.

And after this, you can add this to your AdWords Campaigns.

1. Go to the Admin panel of your Google Analytics account.

Admin Panel

2. Go to the Property column in the middle and then in the Audience Definitions section, click on the Audience.

Analytics Remarketing

3. Choose the AdWords account where you want to send the remarketing audience to.

4. Click “Next Step”. When you are opting for this option for the first time, you will get a message. You need to click “Enable” then. With this Google create a list of “All Users” automatically. But you can still use a better option.

5. Click on the big red “+ new audience” sign and define the audience that you want to create.

Analytics new audience

analytics audience

6. Now you have 2 choices. Either use one of the recommended audience or create a one from the scratch.

7. To create a new audience, you will have to go to the “Audience Builder” panel.

8. Click on the Conditions on the bottom right corner. And set the condition that meets your criteria.

Analytics audience 2

For example, if you have set the condition that the page depth should be greater than 10, then you can set the condition like this.

Analytics audience 3

9. Click Apply

The User Behaviour

For this, you will have to go to Audience > Behaviour > New vs Returning.

Depending on what type of audience you are tracking, you can change the drop down menu from the Conversions range.

Spending Budget

By segmenting the audience according to the recency and level of interest, you can bid differently for each of the categories.

The more the recent visitor or the more the interested the visitor, the higher bid and vice versa.

Final Thoughts

This was all about the Remarketing. How it can use with Google AdWords, Facebook and Google Analytics.

It covers all aspects of your visitors, whether it is the level of interest, behavior on your website or recency.

These are just factors that form the basis of your remarketing strategy. However, you need to keep coming up with new ideas on which behaviors might indicate more conversions.

So, just go ahead and apply this concept into practice.

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.
Bidding Strategies

Everything You Need To Know About AdWords Bidding Strategies

The competition to maintain a strong online presence and maximize conversions through AdWords is immense.

Owing to this fierce competition, you have to make sure to have a place in the competition before even starting.

Here, AdWords gives you several ways to bid for your ads depending on your business goals and objectives.

Bidding is one of the essential features of AdWords as it plays a key role in deciding the Ad Rank. Click To Tweet

There are a lot of factors that influence the Ad Rank like the Quality Score, landing page, and keyword relevancy but bid amount is comparatively more essential.

Unfortunately, there are a lot of advertisers who fail to plan the bidding strategies efficiently.

However, bidding to gain a higher position in the Search Engine Result Page should not be your ultimate bidding strategy. Rather you should bid to meet the objectives and goals of your business.

What are your Goals?

Define your goals

In AdWords, there is various type of campaigns and business goals that require different bidding strategies.

Hence, before starting off with bidding, you should first determine your campaign goal. You should also know how this campaign goal will let you achieve your ultimate business goal.

Your campaign goals can be of the following types:

(i) Increase Brand Awareness

To increase your brand awareness, you should focus on impressions. For this, you can use Cost per Thousand viewable impressions (CPM) so that you can put your message in front of your customers.

(ii) Generate Traffic

Here, your ideal strategy should be to focus on the clicks. Cost per Click bidding may be the right bidding strategy in this case.

(iii) Nurturing Leads

To generate more leads, you should not only focus on the impressions and clicks but also on little engagement and micro conversions.

(iv) Increase view or interaction with your ads

This may be the case when you are dealing with video ads and for this, you can use Cost per View (CPV) bidding.

(v) Driving Conversions

If your campaign is focussed on driving more conversions, then you should look forward to increasing the conversion rate and achieving a target CPA.

(vi) Aiming to get a positive ROI

For a lot of businesses, getting a high ROI is the ultimate goal. If your campaign is focussed on achieving a high ROI, then you should possibly focus on the conversion rate, Cost per Acquisition (CPA) and then determine your ROI.

After you have clearly identified your campaign objective, understand the most important metrics and then apply a bidding strategy.

Given below are some bidding strategy options to fulfill your campaign goals.

 

1. Manual CPC Bidding

Manual CPC Bidding

It is the best option to optimize the bids as it gives you the maximum control over your bids.

With Manual CPC Bidding, you can set a maximum price on the cost of someone clicking on your ad.

Manual CPC Bidding lets you have a control over the cost and the volume of clicks on your ads. Click To Tweet

You can set different bids for each ad group in your campaign or even for each keyword.

If you set individual bids for each keyword level, then this will let you have the highest level of control.

On the other hand, when you set bids for each ad group, then the same is bid is applied to all the keywords within that particular ad group.

As a result, the keyword level bids outweigh the ad group level bids.

This kind of bidding strategy is best for those advertisers who want to have proper control over the budget and make sure that nothing is being overspent.

Moreover, Manual CPC bidding is essentially useful for those campaigns who are merely interested in website traffic.

And also for those campaigns who need not reach a target budget every month.

In addition to this, if your campaign targets the Search Network, the Display Network or both of them, then Manual CPC Bidding is a right choice for you.

2. Automatic Cost per Click

Automatic CPC Bidding

This bidding strategy gives Google the control to adjust your bids (whether an increase or decrease). It helps you to get most of the clicks within your daily budget for most of your campaign.

If you want to reduce your AdWords budget while not losing the impression share then this strategy will surely work for you.

One of the negative points of this bidding strategy is that you can not set maximum CPC Bids at the individual keyword level.

There are times when some of your keywords perform better. And for which you want to increase the bids.

There may also be times when some of the keywords do not perform well. And for which you would want to decrease the bids.

If you use Automated Bidding, you will not have the control to bid for each of the keywords. Click To Tweet

3. Maximize Clicks

Maximize Clicks

This is an automated bidding strategy that sets your bids to help you to get as many clicks as possible within your budget.

If the goal of your campaign is to generate a lot of traffic, then Maximize Clicks is the ideal strategy for you.

This strategy will maximize the volume of the clicks available for your budget.

Moreover, if you want to increase generate leads along with brand awareness, then this tactic will work well for you.

Maximizing Clicks is a great strategy to generating leads or increase micro conversions. Click To Tweet

However, you will have to keep an eye on your campaigns to make sure that they are profitable. This is because sometimes this bidding strategy could lead to lower quality of clicks. And this would further lead to lower quality of conversions.

Although this automated bidding strategy works within your daily budget but to have a little extra control, it is recommended to set maximum CPC too.

Furthermore, Maximum Clicks should be a good option for you if you are mainly interested in increasing the website traffic. Or you don’t want to spend time in monitoring or updating the individual CPC.

If you are new to Google AdWords and do not know how much to bid for a particular keyword, then this strategy might be suitable for you.

On the other hand, Maximize Clicks is not a good option for you if you want to maintain a particular Ad Position or Cost per Conversion.

4. Enhanced CPC

Enhanced CPC

Enhanced CPC is a bidding strategy that helps you to get more conversions in AdWords from manual bidding. 

It works by automatically adjusting your manual bids for clicks that had the potential of getting converted into a sale or lead.

Enhanced Cost Per Click bidding strategies is useful when you want to optimize the bids while having more control over your bids.

With Enhanced CPC, you can modify the bids for conversion oriented keywords. Click To Tweet

Just an example: You set all your bids manually but based on your historical data. And AdWords finds out that a particular keyword is more conversion oriented. Then it will increase the bid amount for that particular keyword.

If this is the case, AdWords increases 50% of your keyword bids. Earlier, AdWords used to increase 30% of the keyword bids which recently changed.

Although this change has made a lot of advertisers anxious of having less control over the bids. But when a particular keyword underperforms, then ECPC saves your money by lowering the bids by 100%.

Therefore, if you wish to maximize conversions along with retaining control over your website, then Enhanced Cost Per Click is the optimal strategy for you.

5. Target CPA

Target CPA

Target CPA is a smart bidding strategy in AdWords that sets bids to help you to get as many conversions as possible at the target Cost per Acquisition.

You can set a desired CPA and AdWords will work to increase the bids when conversions are likely to take place. But AdWords will simultaneously keep your Cost per Acquisition in mind.

Target CPA strategy is also known as the conversion optimizer strategy. Click To Tweet

The Target CPA uses historical information of your campaign and evaluates the signals present at the auction-time. Then it automatically finds an optimal bid for each time your ad is eligible to appear.

Sometimes, it might happen that some conversions might cost you more than the target and some might cost less. But on the whole, AdWords will try to keep your Cost per Conversion equal to the target CPA that you set.

This is because automation shrinks the control that you have on your budget. And so setting a maximum CPC saves your ad spend to an extent.

When you implement this strategy for the first time, AdWords offers a suggestion to avoid all your confusions regarding the target CPA.

Moreover, you should use the target CPA strategy when you have specific goals that you want your campaigns to achieve.

6. Target ROAS

Target ROAS

The Target ROAS bidding strategy lets you on the basis of Target Return on Ad Spend.

It is also a part of AdWords smart bidding strategy that lets you get more conversion value or revenue at the Target ROAS that you set.

Target ROAS is designed to deliver a certain amount of revenue over your advertising cost. Click To Tweet

This bidding strategy is most useful if you want to increase the conversion value while targeting a specific.

By using your reported conversion values that you get through Conversion tracking, AdWords predicts your future conversions and related values.

Then AdWords sets a maximum CPC bid to maximize your conversion value.

With Target ROAS Bidding, AdWords tries to keep your conversion value equal to your Target ROAS.

One thing to note here is that AdWords does not recommend you to set up maximum CPC for this bidding strategy.

Furthermore, this type of bidding strategy is useful for businesses that deal in product and services.

7. Maximize Conversions

Maximize Conversions

Maximizing Conversions is a new addition to AdWords Smart Bidding Strategy. It automatically sets the bids to help you to get the most conversions from your campaigns while spending your budget.

If you are looking forward to quickly increase the number of conversions regardless of the cost, then this strategy is perfect for you. It is a great option if you want to launch a new product or want to sell the leftover products.

When a search is likely to result in a conversion, AdWords takes the historical data of your campaign into account and automatically increase your bids.

Closely monitor your costs and use a separate budget for your campaigns when you are opting for this bidding strategy. 

Maximize Conversions strategy does not work with a shared budget. Click To Tweet

For optimizing your conversion, if you just want to spend your entire budget instead of targeting a particular CPA, then this strategy is will work best for you.

8. Cost Per View Bidding

If you are using advertising your products and services with the help of videos, then it is the most appropriate bidding for you.

With the Cost Per View bidding, you will have to pay for video view and other video interactions like the clicks on the Call-to-Actions.

A view is counted when someone watches your video ad for 30 seconds or interacts with your ad. Click To Tweet

To set a Cost Per View bid, you need to enter the highest amount that you want to pay per view while setting up your ad group in a TrueView Video Campaign.

Your bid is called the maximum CPV bid and this bid is applied to all the ads in an ad group.

For example, if you think that it is worth 50 Cents to have someone watch your video. Then you can set your max CPV bid as US$0.50.

With this, you will pay a maximum of US$0.50 when someone watches 30 seconds of your video or interacts with your video.

9. Cost Per Thousand Impression Bidding

Cost per Thousand Impressions

This is a manual bidding strategy that you can use if your campaign goal is to increase brand awareness.

With CPM bidding, you bid for your ads that are based on how often it appears on a viewable on the Google Display Network.

You set a max amount you want to pay for viewable ads irrespective of whether they are clicked or not.

When you use CPM bidding strategy, you set the highest amount that you want to pay for 1000 viewable ad impressions. This is called the maximum CPM bid or max viewable CPM.

The higher your max viewable CPM, the greater the chance that your ad will appear. Click To Tweet

You can set your max viewable CPM in a couple of ways:

  • Ad Group Bids

When you set your max viewable CPM at the ad group level, you will have the same max viewable CPM for all keywords and placements in that ad group.

  • Place Level Bids

You can set your max viewable CPM for each placement if necessary. 

However, you should know that this bidding strategy is not available for “Search Network Only” campaign types.

10. Target Search Page Location

Target Search Page Location

Target Search Page Location is a type of automated bidding strategy that automates bidding across multiple campaigns, ad groups and keywords to show your ad on the first page of Google Search Results.

This bidding strategy especially focusses on ad position and visibility and is therefore suitable for brand awareness.

There are a lot of businesses that spend whatever it takes to maintain a higher position in the search results. And so they are inclined to use this strategy.

Target Search Page Location is the most befitting bidding strategy to increase visibility. Click To Tweet

In this bidding strategy, AdWords automatically increases or decreases your bids to show your ads on the top page of Google Search Results. This bidding strategy works quite well with keywords, ad groups and campaign targeting the Search Network Only.

This type of bidding strategy lets you set and forget the bid. According to the requirement, AdWords change your bids.

Although this strategy can be very convenient, it can still easily drive up your costs.

However, you should implement this strategy when you no problem in spending money that might not return direct revenue. If you are much more concerned CPA or the ROI, then this strategy might prove to be very costly for you.

In Target Search Page Location, you get two options:

  • Top of the first search results page

Here, AdWords automatically raises and lowers to meet the top of the page estimate.

The estimated top of the bid amount approaches the CPC bid that your ad might require reaching the top of the page of the Google search results when a search query exactly matches your keyword.

  • Anywhere on the first search results page

AdWords automatically increases or decreases your bids to meet the first-page bid estimates. The estimated first-page bid amount approaches the CPC bid that your ad might require reaching anywhere on the first of the page of the Google search results when a search query exactly matches your keyword.

11. Target Outranking Share

Target Outranking Share

It is another type of automated bidding strategy that automates bidding across multiple campaigns, ad groups and keywords to help your rank to outrank from others.

Use Target Outranking Share to outrank a competitor and grab more clicks. Click To Tweet

This strategy comes handy when you want to ensure that your ads show more frequently than your competitors.

To implement this bidding strategy, you just have to choose a domain that you want to outrank. So that your ads are displayed above that domain’s ad.

AdWords automatically raises or lowers your bids to help your ads outrank ads from another domain. This bidding strategy works with keywords, ad groups, and campaigns targeting the Search Network only.

It’s important to understand that this strategy doesn’t necessarily improve your overall ad rank; it only works to help you improve your rank in comparison to another domain’s ads.

Final Thoughts

Suiting to the needs of your campaigns, AdWords gives you a variety of bidding options.

The bidding strategy that you use depends on two things. One is which network your campaign is targeting and the other is your campaign goal. Whether you want to focus on getting clicks, impressions, traffic, or conversions.

As all the businesses have different objectives and a single bidding strategy may not be applicable to them.

To overcome this dilemma, AdWords presents a wide range of bidding options. 

Hopefully, you will also find a suitable bidding strategy as per your requirement from the above-mentioned options.

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
Optimize AdWords Ecommerce Campaigns

AdWords Growth Hacks Every Ecommerce Owner Should Know-Part 2

Google AdWords is one most cost-effective method of promoting and marketing your e-commerce store.

It takes a lot of things to make an e-commerce store successful and profitable. The most important element that an e-commerce store requires in order to become successful is to get qualified traffic.

And Google AdWords makes this task of e-commerce stores a lot easier by bringing huge and qualified traffic to their sites.

There can be times that the performance of the AdWords Ecommerce Campaigns becomes constant and even discontinues to increase.

This leads to a situation of utter dismay and a lot of advertisers lose hope and quit too soon without giving themselves and their campaigns the second chance.

As said there is always room for improvement and everyone deserves the second chance, so should your AdWords Campaigns.

In this blog, we are going to give you some quick tips and strategies to help you better manage your AdWords Ecommerce Campaigns.

AdWords Campaigns that Boost Ecommerce Sales

1. Optimize Google Shopping Campaigns

Shopping Campaign Examples

Google AdWords offers an advertising platform specially designed for e-commerce called the Google Shopping Campaigns.

Google Shopping Campaign is a perfect platform for e-commerce owners. Click To Tweet

It lets them promotes their online stock and generates more traffic to their website and drive sales so that they get more potential customers.

Google Shopping Campaign is an essential platform for an E-commerce owner and it should be optimized to generate more sales and conversions.

The steps to optimize the Google Shopping Campaigns are:

(A) Optimize Data Feed

The data feed in Google Shopping Campaigns is a list of products. The products are grouped according to attributes and each of the product is defined in a unique way.

While setting up the product feed, there are certain attributes which are required and some of them are recommended.

The required attributes are Id, Title, Description, Product Type, Brand, Link, Image Link, Condition, Availability, Price, GTIN, MPN, Shipping, Tax.

The recommended or additional attributes are Additional Image Link, Sale Price, Sale Price Effective Date, Online only, and Expiration Date.

If you fail to include the required attributes, your products will not show in the Google Shopping Results.

After creating your data feed, you should upload it your Merchant Centre Account.

(B) Set Up Google Shopping Campaigns

To set up Google Shopping Campaigns, you need to link your AdWords and Google Merchant Centre accounts.

After you have linked the above-mentioned accounts you can create Google Shopping Campaigns.

To create a Google Shopping campaign just log in to your AdWords account, click on the “Create a New Campaign” and then select “Search”. After that choose “Shopping” from the drop down menu.

Shopping Campaign

While creating a new campaign for Google Shopping, just remember to keep it separate from the Search and Display Network. This will make it easy for you to set different settings and budget for Google Shopping. You can even track the performance of Google Shopping separately.

After this, you need to move ahead with the setup options like choosing the location, language, bidding, budget, delivery method etc.

While creating a new Google Shopping campaign, determine which products are most important to include.

Avoid using a single Ad Group for all your products in the Google Shopping Campaign, instead set up different Ad Groups.

By creating separate ad groups for your best selling products, you can even create ads including special offers and promotions for those products.

(C) Targeting Options

  • Set up Targets by Brand

If you are selling products that have different brands. Then you can set up an Ad Group for each brand and in that ad group set up a target for each brand.

  • Set up Targets by Product Type

If you sell products that have different product types, you can set up Ad Groups based on product types and within that ad group set up a target for each product type.

  • Set up Targets by SKU

This targeting option allows you to exactly know which product are you targeting. Instead of grouping a lot of products in one target, you can directly target an individual product.

(D) Add Negative Keywords

Negative Keywords

Another way to optimize the Google Shopping Campaigns is to get some control over it by adding negative keywords.

Negative Keywords are filtering keywords. By adding negative keywords you will get an assurance that your ads won’t get triggered for the irrelevant clicks.

The negative keywords are important because they save your ad spend that could have been wasted by inappropriate search queries.

By obstructing the irrelevant search queries, negative keywords attract only qualified clicks.

They will help you to refine your targeting by showing your ads to those who are more likely to click on the ad and get converted.

This, in turn, increases your Click Through Rate, improves your Quality Score and reduces the Cost per Click.

(E) Use Campaign Priorities

When you are advertising the same product in multiple shopping campaigns, you can use campaign Priorities to determine which campaign should participate in the auction for that particular product.

Campaign Priority

The Campaign Priority decides the bids on the basis of the following rules:

(i) The Campaign with the highest priority will bid.

If a campaign has a higher priority over the other then it will bid. For example, if there are 2 campaigns, one with the highest priority and the other with medium priority. In this case, the bid from the highest priority campaign will be used.

(ii) The lower priority campaign bids if the highest priority campaign runs out of the budget.

If the campaign with the highest budget runs out of the budget, then the next lower priority campaign places the bid.

(iii) When multiple campaigns have the priority, then the highest bid is used.

If there are multiple campaigns that have the same priority, then the campaign with the highest bid will participate in the auction.

(F) Create Separate Campaigns for Products with Maximum Sales

By using Google Analytics and existing Shopping campaign data, you can find what the best selling products are. After you have discovered them, you can create a separate campaign for these products.

When you have a popular item in your stock, you want a lot of customers who are looking for that particular product to see that you have it available for them.

By creating a separate campaign and bidding aggressively can give you promising opportunities to attract a lot of potential visitors who are ready to convert.

If you do not create a separate campaign for your best selling products then you will have to increase bids for all products including the ones that aren’t performing well. This will indeed have a negative impact on the performance of your Google Shopping Campaigns.

2. Dynamic Remarketing

Remarketing allows you to show you ads to the past visitors. It lets you customize your ads according to the activities of the people who visited your site.

Dynamic Remarketing takes traditional remarketing to the next level with product-specific ads. Click To Tweet

With dynamic remarketing ads, you can go a step further and display your remarketing ads with specific information that is specially designed according to your customer’s previous site activity.

dynamic remarketing

With Google’s Remarketing feature Google itself will create ads for you based on the behavior of your website visitors that will include the price, image, and text of the ad of your choice.

Shopping sites are apt for remarketing. If you are an e-commerce owner who sells products online, then you can use promotional coupons and offers to increase your sales plus the overall ROI.

Dynamic Remarketing should be a top choice for e-commerce owners because they are marketing to people who are already interested in their products, have already visited the site, viewed products, added some of the products to their cart or have even purchased them.

Therefore, with Dynamic Remarketing the sales and the ROI tends to be higher.

In Dynamic Retargeting, there is basically 6 visitor segmentation which you can use. They are:

(i) All Visitors

Through this segmentation, you can target each and every user that visited your site irrespective of the visitor activity.

By retargeting all the visitors, you reach out to a wider audience.

Although by retargeting to a wider audience, you may not get the most narrowed list, instead you will get a list of people who have a slight interest in the products that you offer.

Also, while retargeting all the visitors of your site, do not forget to exclude the immediate bouncers. Retargeting them will make no sense.

(ii) General Visitors

General visitors are those visitors who visited your website but did not view the specific product page.

With the help of Dynamic Remarketing, you can target these users with the most popular products of your site.

These visitors bounce from your website before navigating your products. It is not that your products are not right for them.

Maybe these visitors are not familiar with your products or they couldn’t locate the product page or probably were led away by distractions. There can be a lot of reasons.

You can use dynamic retargeting ads to increase the awareness of your products so that they come back to your website to know more about you.

With this type of visitor segmentation, you get a chance to showcase your products to those visitors who arrived at your website but did not view the product page.

(iii) Product Viewers

These are the people who viewed the product page on your site and but did not add them to the shopping cart.

You can target them with ads that are in relation to their interests. You can also show these visitors the products they viewed along with a mixture of recommended and similar products.

In addition to this, you can also display your discounts and offers to entice them to come back to your site and make a purchase.

You can retarget the product viewers by stating a benefit that they will get from using your product or you can also add a customer testimonial from a well-known influencer.

(iv) Shopping Cart Abandoners

These are those visitors who added your products to their shopping cart but did not purchase.

This type of audience almost brought out their credit cards to shop but somehow left to find more competitive prices.

To avoid this you can offer them Free Shipping offer or a coupon as an incentive for them to make the purchase.

You can also target them with special offers like promotions or discounts to close the deal.

Most of the time there are price and time objections that make the visitor abandon the shopping cart.

To remove the price objections, you can provide “Free Shipping” across a certain price limit or a reasonable discount for a limited time period.

And when time objection is the issue, you can continuously remind them of your product and make sure that you stay on their mind when they are ready to make a purchase.

Creating a sense of urgency while retargeting shopping cart abandoners can get you more sales because when there is a time limitation, people tend to buy more.

Some example of an urgent offer are:

  • Discount 10% off! Offer ends at midnight.
  • Free Shipping on all orders. Just for today.

(v) Past Buyers

Past buyers are those people who purchased products from you in the past.

Targeting the existing customers is a part of the customer retention process and for this reason, it is quite important.

Your existing customers are more likely to make a purchase from your when compared to the new visitor.

After purchasing your product in the past, the visitors become your customers. Your existing customers are more likely to make a purchase from you as compared to the new visitor.

You can remarket them with new products that will complement the products that they have already purchased.

Although the group of your existing customers might be small. As these people are already using your product, they are interested in your business and will be more likely to make a purchase from you again.

3. Remarketing List for Search Ads (RLSA)

RLSA is a feature in Google AdWords that allows you to tailor your Search Campaigns for people who have already visited your website.

RLSA a strategy to target the people who have the past or current interest in your products. Click To Tweet

When visitors leave your site without making a purchase, RLSA can help you to connect with these visitors when they continue to search in Google.

RLSA

RLSA gives you an opportunity to optimize your search campaigns by letting you tailor your bids and ads for your highest value prospects.

There are 2 basic strategies that you can use with RLSA:

  • You can optimize bids for existing customers. You can increase the bids for those who have previously visited your website for the past 30 days. Also, you can show different ads to the visitors who have added your product to their cart but have not purchased the product as yet. Remember, the more the recent visit, the higher the bid.
  • You can bid more on broad match type keywords for those who have visited your website in the past. This will help you to capture a wide range of people who are interested in your products.

With RLSA, you get a better opportunity to design your search campaigns in such a way that you can target more valuable users who are aware of your products and are also interested in them.

Thus, RLSA can result in the more efficient use of the ad spend and increase in sales which will lead to an increase in the conversion rate and ultimately the ROI.

Ecommerce owners should use RLSA because it targets more qualified users that are already familiar with your website and products.

You can target them by giving them bigger discounts and pull them back on your site. The very first step while setting up RLSA is to create Audience Lists.

You can create lists based on the following user experience:

(i) Targeting Cart Abandoners

Targeting the users that have abandoned the cart is the most obvious RLSA strategy. These type of users almost reached to conversion destination and are most likely to convert.

They might be quite low in number but then they have the potential of increasing your conversion rate substantially.

You can target them by giving special offers and discounts on the items that were listed in their cart. Similarly, you can suggest and recommend similar products.

(ii) Excluding the Non-Interested

When it comes to RLSA, it becomes really important to exclude the visitors that are not interested in your products. Immediate bouncers can be counted here.

Maybe these people landed on your website by mistake. Probably they were only looking for a certain piece of information and did not have the intention to buy any product.

To avoid wasting your budget on these people you should simply exclude them while creating the RLSA campaigns.

4. Dynamic Search Ads (DSA)

DSA is the easiest way to look for customers who are particularly looking for your offer.

It’s a type of campaign in Google AdWords that dynamically matches the searches in Google by using the details from your landing pages.

The DSA are created with specific headlines and landing pages by AdWords. Click To Tweet

The Dynamic Search Ads are useful because they create an easy campaign that permits the e-commerce owners to target ads to as many search queries.

Basically, the DSA works best for those e-commerce owners who have rich content on their websites. Since the Dynamic Search Ads are created by taking the relevant information from the Landing Page.

Thus, it becomes really important to have rich and relevant to the website to get the best results from Dynamic Search Ads.

Any e-commerce website owner who has a huge stock of products and corresponding landing pages can make the best use of DSA.

For an e-commerce website, there are times when the products are constantly changing. These changes may be due to seasonal variations or probably if you have a varying list of items that change regularly.

Here, DSA comes handy because you would not want to spend a lot of hours to upload the new products and pause the ones that you don’t sell.

DSA will automatically take care of all this on your behalf.

When Google find searches that match your Dynamic Search Ads targets, it then generates an ad with a headline and a landing page URL.

There are 3 targeting options when it comes DSA Campaigns:

(i) Target All Pages(The entire website).

(ii) Target Specific Pages

(iii) Target Specific Categories

After determining the targeting options comes the time when you will create your ad. Remember, the headline and the URL are dynamically generated on the basis of the search query and your website content. You simply have to create the description lines.

Dynamic Search Ads

The importance of DSA for e-commerce websites:

  • It improves efficiency by pulling out relevant data and saves your time that you would have spent on keywords, bids and ad text for each of your product.
  • DSA automatically updates your ads. When you make changes in your website, Google then scans the website to make sure that they are delivering the latest version of the website.
  • It dynamically generates the headline that includes the words from the customer’s search and the landing page of the ad. The headline generated by DSA is slightly longer than the standard text to give more visibility and relevance to the users.
  • It provides campaign control to the e-commerce owners. When you use Dynamic Search Ads, you have the control to exclude pages that are irrelevant and landing pages of out of stock products.
  • It increases the traffic thereby increasing the sales by promoting your business to more customers as compared to the keyword-based campaigns.

Tips to get most from the Dynamic Search Ads:

(i) Ensure that you Bid higher for your Website Visitors.

In DSA, you can categorize the users into two different groups i.e. new users and existing users.

Because of this option, you can bid differently for different groups. As the existing users are interested in your products, thus, there are more chances of them to make a purchase.

Therefore, having a higher bid for them can be really effective.

(ii) Review Search Query Report.

Reviewing the Search Query Report regularly is an essential process for your DSA campaigns.

You can review the Search Query Report to see the terms that people searched for when they clicked the ad.

Search Terms

You can also see the dynamic headline and the landing page for those search queries.

By reviewing the Search Query Report, you will be able to see a lot of irrelevant searches.

Final Thoughts

Optimizing the AdWords E-commerce Campaigns is not at all a daunting task. Rather, if you hold an authoritative command over it from the beginning, you will see the profitable long-term results.

You can benefit from the AdWords Campaigns for your e-commerce stores only if done in the right manner.

A positive and systematic approach towards AdWords Campaigns for Ecommerce Stores can help you overcome all the obstacles that are coming on the way.

We hope that the above-mentioned tips make your work easier and interesting when it comes to optimizing the AdWords Campaigns for E-commerce Stores.

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.
Google Shopping Bidding

Want to be Amazing at Query Based Bidding Strategies of Google Shopping? Here’s How

Google Shopping is an advertising feature offered by Google AdWords which is specially designed for e-commerce owners

Since, it helps them to promote their products online and thereby generate more conversions.

Moreover, it helps a lot of e-commerce owners to reach the right customers at the right time with the most relevant products.

Google Shopping is the best possible advertising platform for e-commerce retailers. Click To Tweet

However, with Google Shopping, you can put your product image, price and business right in front of the people who are searching on Google, irrespective of the device that they are using.

Google Shopping is thus a suitable platform for those e-commerce owners who sell a lot of products and have loads of product data as well.

How does Google Shopping work?

Google Shopping works on the basis of 2 platforms: Google AdWords and Google Merchant Center.

Merchant Center and AdWords

While Google Merchant Center is the place where you are going to keep your data feed. Consequently, Google AdWords is a place where you will set your budget, manage bids and optimize your campaigns according to the performance.

The Shopping Campaigns uses your Product Feed from the Google Merchant Center and then decides how and when to show your ads.

The Product Feed in the Merchant Center contains all the details of the products you sell and then Google uses these details to match a user’s search query to your ads.

Google makes sure that the most relevant product ad is shown with respect to the search query. Click To Tweet

To get started with Google Shopping, you need to upload the product data into Google Merchant Center and then connect it to Google AdWords.

However, there is just one drawback with Google. To find the most relevant keywords and match them to their ads, the advertisers are highly dependent on Google. This is because there is no keyword targeting in Google Shopping. Hence, the advertisers don’t bid on keywords in Google Shopping.

Instead, they bid on products and Google takes care of the keywords for them. So, in this case, the building blocks are the product groups.

The other thing of importance in Google Shopping is the negative keywords. For example, you sell Formal Dresses and would not like to show your shopping ads for “Cheap Formal Dresses”. Moreover, you can go ahead and use “Cheap” as a negative keyword to block this kind of irrelevant search queries.

Where can you see your Google Shopping Ads?

Shopping Ads Location

You can see your ads in Google Shopping, Google Search which is next to the search results and separate from the text ads and also in Google Search Partner Websites like YouTube.

The Google Shopping Ads can also appear at the same time as the text ads. So, if your text, as well as shopping ads, are super relevant to the search query of the user, then both of them will get displayed.

In a nutshell, you need to upload your product feed data in Google Merchant Center and then link Google Merchant Center to Google AdWords. Structure your product groups, set bids and use negative keywords.

Google Shopping Query Based Bidding

In Google Shopping, the advertisers usually bid on products and not on search queries. However, it is always recommended to understand the shopping queries to get much better insights of what the users are typing into Google to look for your products. And then focusing your bidding strategies on search queries might be a good strategy to get most out of your Google Shopping campaigns.

In one of his blog posts, Martin Roettgerding talked about “Taking Google Shopping to the Next Level” in the form of a video. Furthermore, this inspired me to write a blog post on Query Based Bidding Strategies of Google Shopping.

Shorter Queries v/s Longer Queries

In due course of time, it has been observed that the longer the Search Query, the more valuable it is. It has a higher probability of getting more conversions.

However, the scenario for the Cost per Click is totally different.

The shorter queries, are more general and have high Cost per Click due to high competition. Click To Tweet

While the longer queries are more specific and have low competition, so they have comparatively low Cost per Click.

Let us take an example of a product which is Printer. Now, this product is way too common. To make it specific, let us attach a brand name to it, say HP Printer.

To further make it more granular, we’ll attach a product specification with it. Now it becomes HP Printer M1005.

As a result, We can describe the products in three ways:

  1. Printer: Highly General
  2. HP Printer: Brand Specific
  3. HP Printer M1005: Product Specific

“Printer” is a short as well as a general query. If anyone types “Printer” and sees HP Printer M1005″, doesn’t mean that he/she is ready to buy HP Printer M1005.

The probability of buying HP Printer M1005 becomes relatively less.

General Search Query

At the same time, there are a lot of printers in the market and a lot of retailers are bidding on the keyword “Printer”. This means that there is a lot of competition for “Printer”. This high competition increases the Cost per Click, making it relatively high.

On the contrary, we have a long query “HP Printer M1005”. This is so specific that is suits only one model of a product.

Product Specific Search Query

So, whoever type this long query is most probably looking for this particular model of the HP Printer. Hence, the probability that the user is going to buy this particular product is much higher.

Furthermore, not everyone has this product, so there is less competition and the Cost per Click is comparatively less.

However, owing to a lot of exceptions to this rule, it is not always important that longer queries will always overtake the shorter ones.

There are still many queries which are short but still valuable and others are long but worthless.

Therefore, to overcome this dilemma, it is recommended to use Brand Preference in the Search Query.

 

Brand Preference in Google Shopping Search Query

Brand Searches tend to perform differently from the general searches. They are purely navigational in nature and are focussed towards a single brand.

Apart from producing incremental revenue, brand searches are also helpful in assessing its performance of the Shopping Campaigns.

Usually, queries that contain a brand name are more valuable. Click To Tweet

Taking the above example, if a user searches for HP Printer rather than Printer, he has shown his preference towards a specific brand i.e. HP.

Brand Preference Search Query

Hence, you should divide your search queries into campaigns that contain brand preference and queries that do not contain a brand preference.

Product Reference in Google Shopping Search Query

Product reference means when the user includes a proper product specification while searching on Google.

Here, the users know the exact product that they are looking for. So queries that have a product reference or specification tend to perform better.

However, the queries that have a particular product specification are the ones that have a better performance ratio. Because in this type of query, the user already knows which model of the product he wants to purchase.

Moreover, this query is highly specific and therefore have more conversions and low Cost per Click.

Therefore, again taking the example of a printer, the user is not only interested in a certain brand but also a particular product of that brand.

Like here, the user searches for HP Printer M1005, which is one of the various models of printers that HP manufactures.

Product Reference Search Query

So, by now we have we have three type of campaigns on the basis of Queries:

  • General Campaigns (including the Non-Brand Preferred Campaigns and Non-Product Specific Campaigns)

  • Brand Preferred Campaigns

  • Product Specific Campaigns

The Goal of Query based Bidding in Google Shopping

(i) If the query includes a general term (General Campaigns), then bid it low.

(ii) If the query includes a brand name (Brand Preferred Campaigns), then bid it higher.

(iii) If the query includes a product specification (Product Specific Campaigns, then bid it the highest.

The Strategy of Query based Bidding in Google Shopping

Query Based Bidding Startegy

These campaigns have certain key components which are:

(i) Priority Setting: It tells which of the campaign should be used first for a query.

(ii) Negative Keywords: Filters the queries in the correct campaign.

(iii) Product Bids: It sets the place in the auction for a query.

(iv) Shared Budget: Shared Budget ensures that the working of a campaign is not hampered when that particular campaign runs out of the budget.

Here, is a clarified interpretation of how the three above-mentioned campaigns will look like.

(A) General Campaigns (Non-Brand & Non-Product)

(i) Priority Setting: They acquire low converting and general search queries.

(ii) Negative Keywords: All brand and product specific keywords.

(iii) Product Bids: Low Bids

(iv) Shared Budget: One shared budget between each campaign.

 

(B) Brand Preferred Campaigns

(i) Priority Setting: They acquire more specific search queries which include the brand name.

(ii) Negative Keywords: All product specific keywords.

(iii) Product Bids: Higher Bids

(iv) Shared Budget: One shared budget between each campaign.

 

(C) Product Specific Campaigns

(i) Priority Setting: They acquire super specific queries that include the product specification.

(ii) Negative Keywords: Only those product specific keywords that have high cost and low conversion.

(iii) Product Bids: Highest Bids

(iv) Shared Budget: One shared budget between each campaign.

Usually, there is a shared budget for all the campaigns because if one campaign runs out of the budget, then the traffic for that campaign will move to the other campaigns. So, it breaks down the working of the campaigns.

Hence, to prevent this breakdown, it is recommended to use a shared budget.

The Outcome of Query-Based Bidding Strategy in Google Shopping

Furthermore, every strategy needs sufficient time and effort to prove its worth. Moreover, only after allocating sufficient time you can move on to the conclusion regarding its optimal working.

For a lot of reasons, this strategy can have better results for some accounts than the other.

Some of the outcomes of this strategy are:

  • An increase in Conversion Rate:

Since in this strategy, you will decrease your budget from more general campaigns to more specific campaigns. As the general campaigns lead to clicks that were less conversion likely and specific campaigns are more conversion oriented. So, there would be an increase in conversion oriented traffic which would initiate more conversions.

  • An increase in Traffic Volume and Cost:

Due to using this strategy, you are making some of your campaigns highly specific by including the brand and the product specification and leaving some of your campaigns very general. Moreover, this will enable you to enter into higher CPC auctions, thereby, increasing the cost.

  • Successful Long-Term Strategy:

“Rome was not built in a day.” Therefore, the same theorem is applied here as well. Hence, the more time the strategy gets to run, the more it gets access to the data required to make the brand and product specific campaigns. However, to make these new campaigns, it really does take the time to gather data and make optimization decisions. Hence, this the reason why this strategy is a long-term strategy. Hence, the Query based strategy does take the time to take off. But once settled properly, it guarantees long-term and profitable results.

How to set up Query Based Bidding in your Google Shopping Account

There are 3 types of campaigns you need to set up for this strategy:

  • General Campaign(Non-Brand and No-Product Campaign)
  • Brand Campaigns
  • Product Specific Campaigns

1. General Campaign(Non-Brand and No-Product Campaign)

You can set up this strategy in your existing shopping campaigns as well as in your new shopping campaign.

(i) Existing Shopping Campaign

To set up this strategy in your existing strategy, you need to follow these steps.

(i) Open your existing shopping campaign.

(ii) Go through your Search Query Report.

Search Terms

(iii) Filter the most common brand term.

Filter Brand Name

(iv) Compare the data that contains brand and that does not contain brand.

(v)Furthermore, If this campaign is generating more conversions, you need not take the risk of losing that data. Moreover, you can convert that campaign directly into a Non-brand or General Campaign.

To make your existing campaign convert into a Non-Brand or General Campaign, you need to:

(i) Go to the Settings tab.

(ii) Change the name of the campaign.

(iii) Change campaign priority to High.

Campaign Priority for Existing Shopping Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

Shared Budget

shared library

Shared Budget 1

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Go to the Keywords tab in your campaign.

Negative Keywords

(ii) Add all the possible Brand and Product Specific keywords as negatives.

To adjust Bids for this campaign, you need to:

(i) Select the Ad Group and go to the Product Group tab.

(ii) Select all the products and bid them low accordingly

So, now the No-Brand campaign is set up according to this strategy.

(ii) New Shopping Campaign

To set up this strategy in your new Shopping campaign, you need to follow these steps.

(i) Log in to your AdWords Account.

(ii) Click on Create a New Campaign.

(iii) Then select Search.

(iv) Choose Shopping from the drop down menu.

Shopping Campaign

To make your New shopping campaign convert into a Non-Brand or General Campaign, you need to:

(i) Name your new shopping campaign.

(ii) Set the campaign priority to High.

(iii) Set the Merchant Identifier to the correct Merchant Center Account.

(iv) Create a custom filter to find the specific brand products in this campaign.

Campaign Priority for New Shopping Campaigns

(v) Set all other campaign settings the way it is done.

(vi) Save your New Non-Brand Campaign.

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Go to the Keywords tab in your campaign.

Negative Keywords

(ii) Add all the possible Brand and Product Specific keywords as negatives.

So, now the New Non-Brand campaign is set up according to this strategy.

2. Brand Campaigns

To create Brand Campaigns, you need to follow these steps.

(i) Just copy and paste the Non-Brand campaign in the AdWords UI.

(ii) Open the campaign setting tab.

(iii) Change the name of the campaign.

(iv) Change the campaign priority to Medium.

Campaign Priority for Brand Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

To set up Negative Keywords for this campaign, you need to:

(i) Delete the brand keywords that were in this campaign when you copied it from the Non-Brand Campaign.

Negative Keywords

(ii) Go to the Keywords tab in your campaign.

(iii) Add all the possible Product Specific keywords as negatives.

To add Product Specific keywords into these campaigns as negatives:

(i) Go to the Products tab in your campaign.

(ii) Highlight all the products that are listed there.

(iii) Paste all the data into Excel.

(iv) Copy the Item ID column from the Excel sheet and add it directly as campaign level negatives.

Item ID

To adjust Bids for this campaign, you need to:

Your Non-Brand campaigns had low bids to prevent you from wasting your time on general queries.

Hence, for Brand Campaigns, you should increase your bids slightly.

As a result, your Brand Campaign in this strategy is ready by now.

3. Product Specific Campaigns

The process to create Product Specific Campaigns is similar to that of creating the Brand Campaigns.

To create Brand Campaigns, you need to follow these steps.

(i) Just copy and paste the Non-Brand campaign in the AdWords UI.

(ii) Open the Campaigns Setting Tab.

(iii) Change the name of the campaign.

(iv) Change the campaign priority to Low.

Campaign Priority for Brand Campaigns

To set up Shared Budget for this campaign, you need to:

(i) Click on the Shared Library tab on the bottom left of the AdWords UI.

(ii) Name your budget, select the correct campaign, set your budget and save it.

Remove Negative Keywords

As this campaign is all about Product Specific search queries, therefore in this campaign there will be no addition of negative keywords.

Rather, in this campaign, you will have to remove all the Brand and Product Specific keywords.

In addition, include only those product specific keywords which have high cost and very low conversion rate.

To adjust Bids for this campaign, you need to:

While this is the campaign that will show up for highly targeted product specific queries.

Furthermore, the people who have product specification in their search queries are way down the conversion funnel and know exactly what they want. Moreover, the conversion rate for these queries is relatively high.

Hence, for Product Specific Campaigns, you should increase your bids significantly.

Final Thoughts

In conclusion, Google Shopping is, therefore, an emerging platform for e-commerce merchants to build brand awareness and to promote their products online, so as to maximize their conversions.

Therefore, it is an important component of the overall shopping experience. It also provides the e-commerce retailers an opportunity to showcase their products in front of their customers.

Since there is no keyword targeting in Google Shopping, the advertisers are highly dependent on Google to match their ads with the relevant search queries.

E-commerce owners bid on products rather than keywords in Google Shopping. Click To Tweet

However, sometimes totally depending on Google to find the right search query for their ads can be a little disappointing because of lack of control.

Therefore, creating your campaigns according to the query and then bidding accordingly gives you more control over your campaigns.

Moreover, in this blog, we have sorted this problem for you and have given you insights of how can you have better control over your shopping campaigns by segmenting them on the basis of queries.

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.
Advanced AdWords ROI Tips

6 Advanced AdWords Strategies To Boost Up Your ROI

To increase conversions, reduce the spend and improve the ROI is the dream of every internet marketer.

However, in reality achieving the above-mentioned goals are not that easy to achieve as they seem to be.

In AdWords, there are so many things like the keywords, ads, ad groups campaigns that it becomes really complicated to know if you are doing the right thing or not.

AdWords is pretty simple yet little difficult. It is simple to learn but difficult to master.

Being dynamic in nature, it sometimes frustrates the marketers who do not see the ROI that they expected from their AdWords Campaigns.

To avoid this frustration, as an advertiser, you have to be strategic in your approach and use every Advanced AdWords strategy to its optimal use.

To help you improve the ROI of your AdWords campaigns, here are some advanced AdWords strategies. But first, let us see what AdWords ROI actually is and how is it calculated.

What is ROI in AdWords?

ROI aka Return On Investment is a key performance indicator that is used by almost every businessman to determine the profitability.

ROI plays a key role in determining the profits of your AdWords campaigns. Click To Tweet

It is basically the ratio of your net profits and costs.

It is the most important measurement for an advertiser because it shows the exact effect your advertising efforts have on your business.

The formula for calculating the ROI is:

ROI

To calculate the ROI, first, you need to measure the Conversions and the total cost.

Conversions are the actions of the customers that are valuable to you. They can be sales, lead generation, signups, web page visits, downloads and more.

After you have measured the conversions, you can begin to evaluate your ROI. Remember, the value of each conversion should be greater than the amount that you spent to get the conversion.

Taking the above formula into consideration, let us say that you have a product whose cost of production is $100 and it is sold for $150. By advertising your product through AdWords, you are able to sell 10 units if your product.

Hence, your total cost is $10010=$1000 and your total revenue is $15010=$1500.

ROI=[(1500-1000)/1000]100

=[500/1000]100

=50%

In this example, you are earning 50% return on investment. For every $1 that you spend, you are getting $1.50 back.

 

Advanced AdWords strategies to boost up your ROI.

1. Add Negative Keywords

negative keywords

Negative keywords are the best possible thing that has ever happened to Google Adwords. They are the first ones to come to rescue a drowning AdWords Campaign.

Negative keywords are those keywords that prevent your ads from being triggered by irrelevant search queries.

They help you by showing your ads to those people who are more likely to click on them.

Negative Keywords make your ads highly specific by removing all the irrelevant search queries. Click To Tweet

By attracting only the relevant search terms, negative keywords also saves your ad spend that would have been wasted by the irrelevant clicks.

The best use of negative keywords is to reduce the cost by excluding the keywords where you might be spending money but not generating a positive return.

Apart from this, the negative keywords also reduce the irrelevant ad impressions and make your ad highly targeted.

By focussing on showing your ads to a highly targeted audience, negative keywords enhance your CTR.

When your CTR is increased, the relevance of your ads with respect to the search query is determined, thereby improving your Quality Score.

Once your CTR is increased and the Quality Score is improved, The Cost per Click is reduced, which is a great advantage to the advertisers as reducing the CPC is one of the key goals that every advertiser wants to achieve.

By making your ads highly targeted, the CTR gets increased. Increased CTR, in turn, increases the conversions which ultimately increase your ROI.

Some advertisers make this mistake of not regularly adding the negative keywords.

To avoid this mistake, make a habit of adding potential negative search terms while spending a time of researching the regular keywords.

Resources to build negative keywords lists:

(i) Search Query Report

This is the most important resource to find negative keywords.

Analyze your search term reports and see what terms is your ad actually displaying for.

If you see any irrelevant terms, add them as negative keywords to your ad groups or campaigns.

(ii) Google AdWords Keyword Planner

Google Keyword Planner

You can use Google AdWords Keyword Planner to either build out a new negative keyword list or expand an existing one, within your account.

This keyword tool does not only help in generating keyword ideas but it also suggests ad group ideas, gives the historical statistics of your Adwords campaigns, gives you insights to choose competitive bids and also predicts the performance of your keywords.

(iii) Competitor Research

Use your competitor terms as negative keywords and while you are doing this make sure to separate them from your other keywords.

While adding the competitor terms in your negative keyword list, take both the brand name and the names of their products into consideration.

To know more about competitor research, you can read our previous blog on How to Spy your Competitors with these PPC Tools.

(iv) Take Analytics into account

Use the Analytics to get insights on the behavioral information for some keywords.

If you find a keyword that has high traffic but no conversions, you can add that keyword to your negative keyword list.

(v) Misspellings and Typing Errors

While using the search engines, people hardly care for their spelling or typing mistakes due to the fact their mistakes will be auto corrected.

Sometimes, they may even be searching to find the right spelling. So you should expect searches to be there with misspellings and typing errors.

(vi) A Thesaurus

A thesaurus is not only helpful in creating a negative keyword list but also your main keyword list.

Since the online space is highly competitive and if you miss a variation of an important negative keyword, then it may cost you impressions, clicks, and budget.

However, using a thesaurus can be a fast and easy way to negative keywords as well as variations of those negative keywords.

2. Use Single Keyword Ad Group

Single Keyword Ad Group (SKAG) as the name suggests is only one keyword per ad group that is highly relevant to the product/service that you are selling.

Single Keyword Ad Groups are a way for you to gain more control and achieve high performance from your AdWords account.

This way the SKAG makes your ad message relevant to the keyword that your prospect is searching for in Google.

This message match will bring your active visitors much closer to clicking on your ad.

Moreover, if your landing page perfectly correlates with your ad, the visitor could easily turn into a customer.

SKAG increases the CTR by ensuring a perfect alignment between the keywords and the ads. Click To Tweet

Increased CTR, in turn, improves the Quality Score and reduces the Cost per Click.

SKAG being highly specific to your product/services attracts highly targeted traffic that is on a verge of converting. This initiates more conversions thereby improving your overall ROI.

To create a Single Keyword Ad Group for these keywords, analyze and find out the keywords that generate most of the clicks and conversions

It is important for you to find out the keywords that generate most of the clicks and conversions because it is totally up to you to increase the efficiency of these already efficient keywords even more.

Just as an illustration think of a keyword that isn’t generating any conversions but is attracting a lot of clicks. You can take that keyword out from the mixed ad group and add it to the Single Keyword Ad Group. This will definitely enhance the efficiency of that keyword.

How to identify high performing keywords for creating SKAG?

The best resource to find the high performing keywords for creating SKAG is the “Search Term Report”.

Search Terms

The Search Terms are those terms that the users actually used while searching. They give you a better idea of the common words used by the prospects.

By viewing the CTR, you can see which of your keywords were relevant enough to let the users click on your ads. And then you can use this information to create SKAG for high performing keywords.

In a nutshell, the efficiency of your campaigns automatically increases thereby increasing the ROI, when you create Single Keyword Ad Groups.

3.  In-Market Targeting

In-Market Targeting is a way to connect with users who are actively researching or comparing the products/services.

To make a user a part of the In-Market audience, Google evaluated the clicks on the related ads and corresponding conversions, the content of the site and the pages that they visit along with the frequency of the visits.

This way, Google accurately categorizes the users into the In-Market audience.

For example, you are a laptop dealer looking to target searchers who are ready to buy a laptop.

Google will look to find people who are clicking on the ads related to laptops, exploring relevant searches, looking at customer reviews, laptop comparison etc, and will predict whether these consumers are ready to buy.

As an advertiser, you can tailor the message of your ads to make them highly relevant to your In-Market audience.

Why should you use In-Market Targeting?

By helping you to connect with the customers at the last step before they make a purchase decision, In-Market Targeting can drive incremental conversions.

The In-Market Targeting constructs a powerful classification of the behavior of the user and uses these segments to present the right offer at the right time in front of those who are very much interested in your product/service.

By combining In-Market Targeting with Remarketing, you can drive highly qualified users to your site and thereby increase the conversions.

In-Market targeting allows you to target people further down the sales funnel. Click To Tweet

With the help Google’s extensive data, you can know focus on people who have signaled their intent to purchase a specific product or service.

This allows you to tailor your ads accordingly to reach out to people, you know are ready to make a purchase.

4. Remarketing List for Search Ads (RLSA)

RLSA or Remarketing Lists for Search Ads is another opportunity to optimize your AdWords Campaigns and increase the ROI.

The RLSA Campaigns help you to put your ad in front of people who have visited your page once or have viewed similar pages.

RLSA helps you to connect to those visitors that left your site without making a purchase. Click To Tweet

Along with targeting your previous visitors, RLSA also targets the people who conduct a similar search on Google.

With RLSA campaigns, you can create highly specific ads to target the specific audience. Higher specificity in terms of ads and audience broadens the chances of getting more conversions thereby benefitting from an improved ROI.

RLSA

Audience Segmentation in RLSA
The audience segmentation means dividing the audience on the basis of their activities on your website.

(i) Target that audience through RLSA Campaigns who visited your website but did not make any purchase.

(ii) You can create separate Remarketing List for those people who visited your website and made a purchase as well. Giving them additional discounts for future products are a great way to increase conversions.

(iii) Optimize bids for people who are already familiar with your product.

(iv) Cross-sell to customers who have bought one product from you by offering them complimentary products.

Benefits of using RLSA.

(i) With the help of RLSAs, you can adjust your search campaigns to get more qualified and valuable users who are already aware of your website. And when used optimally, RLSA can result in a more efficient use of ad spend, better conversions and can improve the ROI.

(ii) RLSA is more cost-effective because they result in a slightly lower Cost per Click and a higher conversion rate because the users are already familiar with your website.

(iii) The strategy of RLSA to show your ads to users who have already visited your website is great if you have a limited budget because users seeing your ads are a potentially more qualified audience who have a higher probability of converting.

How to get more from your RLSA Campaigns?

(i) Audience Targeting

While targeting the audience, do not just target people who have been on your website for a particular period, say 30 days. Test different time durations while targeting.

Also, don’t just think about people who haven’t converted. Take into consideration those people also who have converted previously. They may be looking to purchase again and targeting the previous customers might prove beneficial for you as they have a higher chance of making a purchase again.

(ii) Keyword Strategy

Instead of adding audience to your current campaigns for remarketing, create new campaigns with comparatively general keywords. These keywords can be ones that you might have never targeted through search campaigns. General keywords, when combined with the remarketing audience in a new campaign, gives promising results.

(iii) Ad Copy

Rather than creating general ads to target the people who visited your website, you should create new ads for RLSA with a focus on your remarketing audience.

For example, if someone visited your website but did not make a purchase, them you should offer them a discount.

5. Affinity Targeting

Affinity targeting is that type of targeting where the advertiser analyzes the user’s overall interests, passions, and lifestyles in order to get a better understanding of their choices and interests. It is a type of Interest based targeting.

In Affinity Targeting, the audience is broken down into groups of people having similar interest. Click To Tweet

The reason why the breakdown of an audience is on the basis of interests is that Google is well versed with the search behavior of its users. It uses the people’s search behavior, browsing behavior and the web pages that the people visit.

Google tracks the search and browsing behavior of the people to show them better ads according to their interests. By using affinity targeting, you can show informative and highly useful ads to the users.

Affinity does not indicate the web pages that the user is watching currently, instead it indicates the pages that the users watch or visit very often.

affinity audience

What are the benefits of Affinity Targeting?

  • The advertisers are no longer dependent on the pre-defined audience.
  • Multiple personas can be put together to target highly specific audience to your business.
  • More control over targeting the customers.

There may be times that a certain user may not have searched for your product/service, but they might have indicated any pattern that may have a close resemblance to your product/service. Hence, you can target these customers to enlarge your chances of getting additional conversions.

Sometimes, the user might not have the knowledge about your product/service, but their online activities strongly indicate that they might be interested in your product/service.

Affinity targeting enables you to reveal yourself in front of these people giving you a chance to increase your conversions.

Affinity targeting helps Google to display your ads in front of those people who have relevant behaviors with respect to your product/service.

6. Dynamic Keyword Insertion

Google AdWords offers a feature called the Dynamic Keyword Insertion (DKI). In this, the content of your ad is automatically changed to match the search query of the user.

With Dynamic Keyword Insertion, you can take any text from the landing page and then change it out with what you are specifying in the URL.

This will let you create one landing page for a product/service theme and then you can change the headlines and CTAs to match the keyword that the visitor is looking for.

Moreover, this will make your ads and landing pages highly relevant which will persuade Google to increase your Quality Score.

Dynamic Keyword Insertion improves your Quality Score which ultimately increases the ROI. Click To Tweet

How does Dynamic Keyword Insertion work?

Let us say you are an e-commerce owner, specializing in office furniture and you want to increase your visibility on the Search Engine Result Page for queries which denote a user’s intent to buy office furniture.

If you have an ad campaign with the title “Office Furniture?”

You can use Dynamic Keyword Insertion to further appeal to the user’s search query.

This will include”

  • Elegant Office Furniture
  • Personalized Office Furniture
  • Affordable Office Furniture

UPLOADING 1 / 1 – dynamic keyword insertion.png ATTACHMENT DETAILS dynamic keyword insertion

Each of the above keywords will appeal to the different types of customers.

Although individually each of the customer categories may not bring in a great number of conversions, advertising to all of them can help you to get sufficient conversions.

What are the reasons to use Dynamic Keyword Insertion?

(i) Higher Relevancy

As the ads are dynamically updated to match the search query of the customer. Therefore, your ads become directly relevant to the exact thing that is being searched for.

(ii) Increased CTR

When the dynamically inserted keywords match the query of the user, Google automatically bolds them. Which makes them noticeable.

The users are more likely to click on those ads because these ads indicate higher relevance. For this reason, DKI increases the CTR.

(iii) Higher Quality Score

Getting a higher quality Score is one of the main objectives of every AdWords marketer

Hence, higher relevancy and increased CTR increases your overall Quality Score.

(iv) Saves Time

Creating ads by using the Dynamic Keyword Insertion makes it a lot easier for you to create unique ads for a lot of keywords.

DKI prevents you from spending a lot of hours making sure that each one of your ads is directly related to respective ad group and matches the corresponding landing page.

Conclusion

The online marketing space is growing at a much faster pace. There are lots of advertisers using Google AdWords to promote their business. To see which of your campaigns are working and which are not, tracking the ROI is a wise idea.

ROI gives you an insight of how much return have you got on your investment. More the ROI more will be your profit. Hence, it becomes crystal clear that improving the ROI is one of the most important objectives of an AdWords Campaign.

This blog post covers 6 Advanced AdWords tips that every AdWords marketer should know to improve the ROI thereby making the AdWords campaigns more and more profitable.

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
ecommerce growth hack 1

AdWords Growth Hacks Every Ecommerce Owner Should Know

Advertising on Google AdWords can be one of the most cost-effective ways to increase your e-commerce sales, but only if done right.

Generating more and more sales is the ultimate dream of any e-commerce owner who sells online.

You can use Google AdWords to boost traffic and sales for your e-commerce website. Click To Tweet

Google AdWords is a remarkable platform that bridges the gap between the needs of the customers and your products.

Although other platforms have been gaining popularity, Google AdWords still leads the way to let the consumers get the right information about the product and them make the respective purchase.

Google AdWords had proved its worth of being a platform that catches potential customers when they are actively searching to buy what you have to offer.

It offers an extremely high level of accuracy and enables you to reach an exact target audience at the right time and location.

In this blog post, I am going to tell you about the AdWords Growth Hacks that every e-commerce owner should know to fetch far-sighted and long term results.

 

AdWords Growth Hacks for Ecommerce Owners

1. Using Google Shopping Campaigns to maximize benefits

Google Shopping is an online advertising platform that is specially designed for e-commerce owners to promote and sell their products online.

Shopping Campaigns ecommerce

If you are an e-commerce owner looking to promote your products online, boost website traffic and find potential customers, then Google Shopping is a perfect match for you.

Google Shopping Ads are based on 2 platforms:

(i) Google AdWords is a platform where the shopping campaigns are created and the budget is set. Here, the bids are managed and optimizations are made in accordance with the performance of the campaigns.

(ii) Google Merchant Center is a platform that contains your product feed and details.

Google Shopping Ads appear on the top or at the right side of the organic search results. Click To Tweet

When a search match results from the database of your Google Merchant Center account, then only your shopping ads will get triggered.

These ads display a product picture, price information and the brand name of the store.

Benefits of using Google Shopping Ads

  • Better Click Through Rate

The Google Shopping Campaigns work using the product image and description that makes it more relevant and targeted to the users and their needs. Therefore, the CTR for the shopping campaign is much higher than the keywords based ads.

  • Broader Presence

According to the relevance of the search, more than one of your shopping ads can appear. This means having more visibility in front of your potential customers.

Important things to note with Google Shopping Ads

(i) You should make proper and efficient use of negative keywords. This will prevent your ads from being displayed for irrelevant search queries. For example, is you sell guitars but you do not sell violins, you can specify violin as an exclusion to tell Google not to show your ads when someone searches for violins.

(ii) You can also exclude the keywords that do not have a purchase intent. Like the keywords that do not have the product name, model number, brand etc.

(iii) You can set up Custom Filters based on your product feed.

(iv) Separate Campaigns by Priority. If you have multiple shopping campaigns that have the same product then you can use campaign priorities based on high, medium and low options.

(v) Another important thing to remember is that Image of the product plays a crucial role in the conversion cycle. Ensure that the image you use is of high quality.

To know more about the Google Shopping Campaigns, you can read my previous blog-Are You Running Google Shopping Ads in the Right Way.

 

2. Use Impression Share to Increase Sales

AdWords can provide an excellent source of qualified traffic who have a high chance of converting to sales for e-commerce websites.

However, there are a lot of e-commerce owners who spend more that they really need to in order to attract the potential buyers. This simply happens because of lack of careful monitoring.

For this reason, it becomes very important for you to monitor the below-mentioned metric.

Impression share is a critical component of AdWords that is often overlooked. Click To Tweet

Impression share is metric in your AdWords account the number of impressions you have received divided by the estimated number of impressions that were available.

The Lost IS (Budget) refers to the percentage of impressions that were not received by your ad due to lack of budget for that campaign.

The Lost IS (Rank) refers to the percentage of impressions that your ad missed out due to the low rank.

There is a common belief that customers only search, click and buy.

Although, this happens the majority of the times. But then this is not true in every case.

During the purchase journey, the customers search and click on a lot of ads before making the final purchase. They use different keywords and refine their search overtime.

Thus, here the importance of the impression share becomes crucial.

If your impressions share for a particular campaign is low, I’m afraid you are missing on a lot of impressions, clicks, and conversions because then your ads may not appear on the first page.

To improve your impression share you can ensure that you use the keywords that are relevant to your ad copy and landing page.

You can also experiment with the bids to see what kind of an impact it has on your impression share.

The more relevant are the keywords to the ad copy and the landing page will make your ads super relevant thereby increasing your impression share.

With increased impression share, your ads will get displayed more quickly for the relevant searches that will increase the CTR for your ads and you will be able to generate more sales.

The Impression Share is often an overlooked metric but it can be a great way to identify additional opportunities and drive more sales.

If you find that you are missing impressions due to lack of budget or because of Ad Rank, you should possibly have a look at the ROI your campaign is generating and focus on the areas that need improvements so that you can generate more sales.

It is also important to monitor the impression share to avoid losing impressions during the peak sale time and also to ensure that you do not miss out some significant volume of sales.

3. Landing Page Optimization

A landing page is that page of your website where the visitors are directed after they click on your ads.

The Landing Page is responsible for converting most of your visitors into customers. Click To Tweet

Whatever your business goal might be, optimizing the landing page will ultimately generate higher conversions for you.

The very first thing to keep in mind is that the landing page is different from the homepage.

The very first mistake made with respect to the landing page is that a lot of advertisers still direct the visitors to the homepage instead of directing them to the landing page.

There is a clear difference between the homepage and the landing page. The homepage is the introductory page of your website while the landing page is a single objective conversion page.

So, do not make this mistake of directing your visitors to the landing page, instead create separate landing pages that elaborately explain your product.

You are an e-commerce owner and you deal with products. So the landing page optimization tricks will be slightly different.

(i) Include a High-Quality Image

The first and the foremost thing that a visitor notices in your ads in the image of the product.

The users like to see the things before they buy them. Since you are selling your products online, they can not hold or feel the product.

All they can do is to look at the image of the product. Thus, you should use high-quality product images with multiple angle shots. Because the product images have the potential to either make or break your campaigns.

To create high-quality product images you should use a consistent image with clear background avoid any kind of distractions.

(ii) Have a Product Zoom Feature

Since you are selling products online so people can’t really hold the product.

Therefore, to make it easy for the visitors to know the minute details of the product, ensure to include a product zoom feature.

Product Zoom Feature

(iii) Incorporate a Wish List to Increase Sales

Wishlist

The Wishlist button comes handy when a certain customer likes a product but is unable to buy it straight away.

The Wishlist button helps the people to remember these products and buy them when the time is suitable.

(iv) Ensure to have a Product Size Chart

Product Size Chart

A lot of products like apparels, shoes, and accessories come in various size. Not all the people that are searching for your product will have the same size.

If you fail to provide a range of size to your visitors, they will reach out to some other site and you will lose potential customers.

Always mention the range of size that your product is available in and do not forget to include a product size chart with all the relevant information.

(v) State the Shipping Cost clearly

A lot of times it is the shipping cost that prevents the visitor from making a purchase. A lot of websites do not include the shipping cost in the beginning and when the visitor is about to make the final payment, the shipping cost suddenly appears making the customer reluctant in purchasing the product.

Shipping Cost

Therefore, to avoid confusion and reduce bounce rate, you should state the shipping cost clearly.

If you are delivering the product without a shipping cost, you need to state that also clearly to initiate more sales. Because the visitors are more likely to purchase a product when there is Free Shipping.

(vi) Show the Expected Delivery Date on the Product and Cart Page

Delivery Date

It is a human tendency that customers do not like to wait long for their products. Waiting for the product sometimes makes the visitor bounce back.

By including a guaranteed delivery date you can initiate more conversions and sales.

(vii) Recommend Similar Products

Recommending similar products is a great way to introduce more products and increase sales.

If a visitor has purchased a footwear, you can recommend similar products to her just like the ones given in the image below.

Related Products

(viii) Use Reviews

Before buying the things online a lot of people base their buying decisions on the customer reviews.

The customers trust online reviews just like the personal recommendation.

So to increase the sales it becomes very important to include customer reviews on your product page.

4. Making Most Out of The Dynamic Search Ads

Generally, an e-commerce store has to manage a lot of products. Sometimes even hundreds and thousands of it.

Many times managing the ads and keywords for each of their products takes a lot of time and effort.

For this problem, Google provides a solution that is named as the Dynamic Search Ads.

The Dynamic Search Ads are the ones that are created by Google for you. Click To Tweet

It allows you to target your users by using the content on various pages of your website.

This saves your time. Because now you don’t need to choose the keywords that a user might use to find your product.

Rather, Google automatically crawls through your website to see which searches are a good match for your products.

When the search query of the customer is relevant to your products then Google dynamically an ad headline that includes words from the customer’s search and the content of the landing page on your website.

Basically, the DSA works best for those e-commerce owners who have a rich content website. Since the Dynamic Search Ads are created by taking the relevant information from the landing page, thus, it becomes really important to have rich content in the website to get the best results from DSA.

DSA quickly directs the potential customers to what they want on your site.

How to Create a Dynamic Search Ads Campaign

(i) Login to your AdWords Account.

(ii) Click on the Campaign tab and select “Search Network Only” campaign from the drop down menu.

DSA

(iii)  Select the campaign type “Dynamic Search Ads

Dynamic Search Ads

(iv) Insert your website domain and then move on to the option of targeting specific pages.

DSA 1

The Dynamic Search Ads acts as a time saver for a lot of e-commerce owners.

Because now rather than investing a lot of time to match keywords to landing pages and creating ads, you can let Google create relevant ads which match the query of the user

Before you go ahead with DSA Campaigns, it is better to determine your target pages. In DSA Campaigns you can target the entire pages, specific pages or specific categories according to the need.

Also, you can prevent your ads from showing the out of stocks products.

After you choose the target pages, Google then looks for the searches that have relevance with your products. After locating a search that is a good match for your dynamic search ads, Google then generates a headline.

The headlines contain the search phrase and the content from the landing page that was chosen for your ad.

Google dynamically creates the headline and the URL. You have to just write down the two description lines.

DSA 2

How Dynamic Search Ads targeting works?

The Dynamic Search Ads Targeting uses content from your website your ads to users. You can choose the pages from your website that you want to target.

All Pages: By choosing all pages, you are targeting every single page of your website. Here, the Google’s index crawls through your entire website to generate the ads that match the searcher’s query.

Specific Pages: Here, you can target those specific pages that can get more conversions to you. For example, you can target some product pages or pages that offer discounts and promotions. For specific pages and specific categories, you can run a DSA Campaign. Moreover, you can also target specific words or strings.

Page Feed: When it comes to targeting the page feed, it is always recommended to create a spreadsheet of URLs to make DSA targeting more focused. Then you can either target the entire page feed or just parts of it.

Best targeting practices for Dynamic Search Ads

(i) For Dynamic Search Ads, create more broadly defined targets. This will help you to increase your incremental traffic. If you targeting few landing pages of your website, this means that you are being more narrow with your approach. You could possibly miss the potential conversions that could have taken place otherwise.

(ii) You can use bid adjustment to increase or decrease the bids of Dynamic Search Ads. Bid Adjustment allows you to show your ads more or less frequently based on when and where the ads are shown.

(iii) Exclude the pages that have words like “Sold Out” or “Unavailable”. By excluding these web pages, you can prevent customers from seeing these pages on your website that contain products they won’t be able to buy.

Important things to note with Dynamic Search Ads

(i) The position of the Dynamic Search Ads is same as the normal text ads. The DSA enters the auction just like the keyword based ads and later the position of your ads is decided by the Maximum CPC that you have selected for your dynamic ad target and the Quality Score of the dynamic search ads.

(ii) The Dynamic Search Ads gives you full flexibility over the types of products that you want to show. For example, you don’t want to show ads for “out of stock” products. With the keyword-based ads, this task becomes quite time-consuming, of you have hundreds and thousands of products. The DSA makes your work quite flexible and easy here because when you add the dynamic ad targets, you can simply exclude the landing pages that contain “out of stock” products.

(iii) Reporting the metrics like the Conversion Rate, CTR, CPC etc in DSA is as easy as with the keyword based ads. You can also compare the performance of your Dynamic Search Ads with your keyword based ads.

(iv) You should also use negative keywords with your Dynamic Search ads to get the best results. Negative keyword also prevents Google from matching your web site to anything.

(v) If the nature of your website is dynamic i.e. if your website changes regularly, then you should avoid using DSA Campaigns

5. Taking Conversion Tracking into Account

Conversion Tracking is a method that lets you know that from where the conversion came from, what all factors led to that conversion and where is your budget getting wasted.

conversion tracking screenshot

It is a powerful tool that allows you to identify how properly your ad campaign is working to generate conversions.

With the data that is recorded by conversion tracking, you can see which of your campaigns are working and which are not working.

By viewing these areas, you can optimize bids, ad texts and keywords accordingly.

A conversion could be an online purchase, an inquiry through a contact form, sign up to a newsletter or subscribing through an email. But in the case of eCommerce websites, it is usually the sales.

Conversion tracking is important for an e-commerce owner because it allows you to track the ROI of the clicks on your ads. It also helps you to know if a click can lead to an action on your website.

Conversion Tracking helps you to track the keywords that lead to a particular conversion. Click To Tweet

By this, you can identify the most valuable keywords in addition to the keywords that are not providing value to you.

According to this important information, you can optimize the keywords.

Next, after identifying the keywords that initiated a conversion, you can also cross reference the value of each conversion with the amount spent on clicks for each of those keywords.

For example, if you spent 2 Dollars on a keyword named “X” and it resulted in a purchase worth 20 Dollars. And you have access to data that allows you to evaluate the value of that specific keyword.

You can now assign more budget to campaigns that have similar keywords or you can even introduce more variations of that keyword to initiate more sales.

Conversion tracking is exceptionally easy to implement. All you need to do is insert a snippet of code on the landing page that a visitor reaches after they have completed a conversion.

This could possibly be a “Thank You Page”.

AdWords gets this code for you to paste on your relevant landing pages. You can get this code you go ahead with the signup steps for conversion tracking.

If you are an e-commerce owner and wants to track the purchase of your product on your online store then you must implement conversion tracking in your AdWords strategy.

6. Increase Brand Awareness through Customer Match

Customer Match is a feature in Google that shows ads to your customers based on the data that you share with Google which is further based on the data about your customers.

It allows you to show your specific ads to searchers who are logged in with their email addresses on Google, YouTube or Gmail.

Customer match is a very useful strategy if you have a strong email database. Click To Tweet

It shows your highly targeted ads to potential or existing customers at specific times.

Customer Match

Customer Match 1

Customer Match 2

Customer Match works in the following way:

(i) You will have to upload a data file of email addresses that your customers have given you.

(ii) You will then have to create or update a campaign to target your Customer Match audience.

(iii) When these users are signed into their Google Accounts, they will see your ads when they use Google Search, YouTube or Gmail.

Suppose you are an e-commerce owner that deals in shoes. The keyword “shoes” is very expensive to advertise because it is very broad and also has very high competition.

With Customer Match, you can show your ads to searchers who have previously made a purchase from you and now search for “shoes”.

Although the cost of the keyword will not get lowered but since the interest of the searcher is high so there are more chances that the purchase will be made.

It is a fact that the customer who returns have more chances of conversion than the new ones.

Here are some ideas on how you can you use Customer Match into profitable use:

(i) Convert Subscribers into Customers

If you have leads who have subscribed to your newsletter, you can use Customer Match to show specific ads to these people. This is highly effective because by subscribing to your newsletter they have already shown interest in your website. Hence, they are more likely to convert into customers.

(ii) Convert Past Purchasers into Future Customers

People who have made a past purchase from your website are more likely to make a purchase again. By using Customer Match, segment the past purchasers into groups like one-time purchasers, two-time purchasers and so on.

Remember, the more the customer purchases from your site, the more you should invest in bringing him back.

Since the conversion rate is high for the past purchasers, so they are worth the high bids and CPC.

(iii) Revive the Seasonal Shoppers

If your product gets purchased in a particular season, then you can reach out to existing customers at the right time.

If a customer purchased rain boots in the rainy season the same customer could be looking for a pair of sandals in the summer season or warm boots in the winters.

With Customer Match, you get a chance to invite that customer and offer the products that go are much needed during that season.

I have already discussed Customer Match and RLSA in detail in my previous blog.

 

Conclusion

While getting the most from the Google AdWords Ecommerce Campaigns requires some time and attention in detail. It is actually worth putting that much of effort.

For e-commerce owners, Google Adwords is a perfect platform to connect interested shoppers with your products.

If you are an e-commerce owner, looking to expand your customer base and sell more products. By far Google Adwords is the best platform ever. Only the right approach and management is what that makes the difference. Hopefully, the above growth hacks were helpful enough to let you increase your e-commerce sales with Google AdWords.

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.
build trust with ppc clients

How To Build A Trust Relationship With Your PPC Clients

Every PPC agency knows their clients are their biggest assets.

Without clients, there would be no purpose for their business at all.

But getting clients isn’t enough. You need to retain them and use your relationship with them to promote yourself to other potential clients.

However, this can only be done once trust is established and a relationship is formed.

In the business world, trust is extremely important, especially when it comes to forming a relationship with your clients. With trust, you will have clients for life.

PPC agencies who build trustworthy relationships with their clients witness greater success. Click To Tweet

While expertise and skills are definitely required to construct a successful business strategy. Building trust with your PPC Clients is one of the most important factors to determine the success of your PPC agency.

As trust is a critically important in enhancing your business relationships with your clients.

Just like an old age saying, “The most expensive thing in the world is trust. It can take years to earn and only a matter of seconds to lose.”

Building a level of trust with your clients takes a lot of hard work and time.

Hence, it can be easily achieved with the help of these 6 helpful tips.

1. Understand The Business Goals and Expectations of Your PPC Clients

Understand the goals and expectations of PPC Clients

You just cannot deliver good results for your clients if you have no idea about their business goals and expectations.

Your clients are the lifeblood of your PPC agency.  And not properly dealing with them could lead to an overall negative impact on your agency.

Therefore, perfectly understanding the goals and expectations of your clients is typically essential in building trust with your PPC clients.

From the first day itself, layout a plan for them on exactly what needs to be there to create a profitable PPC campaign.

As a PPC agency, it is your responsibility to tell the client about the possible current scenarios that is happening in the PPC world.

Apart from understanding their business goals and expectations, make a clear of what they define as success.

Generally, different clients have different definitions of success.

Some clients may want to maximize their leads, so make sure that you inform them well about the strategies and techniques that are required in creating Lead generating PPC Campaigns.

Also, it is pretty obvious that you measure the performance using the PPC metrics.

However, the client may sometimes not have any idea about these metrics.

Take your time and help them to understand the basic PPC metrics. Click To Tweet

It is always better to clearly explain the process of account setup, running process and optimizing strategies to your clients as that will make it easier for the clients to set expectations accordingly.

2. Connect To The Clients on a Personal Level

 connect to the client on a personal level

Instead of just being another PPC agency that works for a client professionally, connect to the client on a personal level.

Build a form of friendship with them, as it is one of the strongest interpersonal bonds. Click To Tweet

PPC marketers these days work super efficiently when it comes to targeting keywords, creating ads, bidding strategy, landing page optimization, reporting etc. But often overlook the role of customer serving agents.

After all whatever you are doing is for your client only so going a step ahead with your clients will only make your relationship with your client simpler and strong.

Instead of just being a paid worker, try going a step ahead and be friends with your clients. There is absolutely no harm in discussing anything that is outside professional terms.

The personal connections can help you to ensure that your clients are retained even though the performance level shrinks a bit because they will be more likely to be patient with you.

And since they trust you, so you can ensure them of getting the performance level back to normal again.

You can make suggestions to them and provide them with promotion based offers that do not imply to your work description.

It will make them feel that you are a part of their team and this in return will help you in building trust with your clients.

3. Communicate Effectively

communicate effectively

Communication is the most important pillar of any PPC agency.

Not only PPC managers have to be good with numbers, analysis, planning, creativity, and marketing skills

But also they have to be good with handling clients and client communication.

Communication allows you to build stronger client relationships that are embedded on trust. Click To Tweet

There are many simple ways of communicating with your clients like phone calls, emails, meetings, and reports.

Throughout the week, keep a track of all the work that you have been doing in the PPC account of your client.

Then at the end of the week, send them a quick updated report of what you have been doing the entire week along with the most detailed explanation.

When a client sends and emails or calls you, make sure to answer them.

Even though if you are too busy to answer at that very moment, ensure that you respond to them as soon as possible.

Because this shows that you actually care about them and build a strong trust relationship with them.

It is quite obvious that there might be some highs and lows in the campaigns.

So, in order to balance them some backup, on the spot strategies, are applied which the client is not aware of.

Therefore, communicate the situation to the client and reasons behind the application of those strategies.

There are a lot of clients that give you a specific budget and ask you to limit your work within that.

For these clients, communicate where and how the budget is implied and how much of a return it is fetching.

Make a communication plan for every client and abide by it strictly.

A clear communication is one the forceful factors that lead to building a strong trust relationship with your clients.

4. Be Transparent With Your Work

be transparent with your work

Always be transparent with your work.

Provide them the access to everything that you use. Ensure that they have access to their website analytics and online ad accounts.

It is possible that the client might make some kind of error in the website analytics or PPC accounts.

However, restricting access is not the solution.

You can keep your clients informed about the changes that you are making. This will further avoid all the confusion between your and their work.

For example, the client may edit some filters created by you without even telling you. So that brings disharmony between you and your client.

And since, you do not want that, so keep them updated with all the changes that you make in the accounts.

When your clients have full access to the website analytics and ad accounts, you show them that you trust them enough to directly have a look at the ad results.

In return, they can see that everything that you are doing is transparent and you are not hiding anything from them.

It is natural that sometimes you can miss the deadlines, the strategy is not executed properly or simply you just forgot to do make the relevant changes.

As humans, we are bound to make mistakes.

So instead of hiding them or covering up, you should tell about them to your clients directly.

To build trust with your clients, you have to be honest no matter what. Click To Tweet

Be transparent as transparency means that you have nothing to hide.

It is always good to update them with the positive results but to bring out the negative results before the client notices is a sign of sincerity.

This will show the client that you are constantly monitoring the campaigns. And your clients will also respect the fact that you are truthful and honest towards your work.

5. Perform Consistent Reporting

 perform consistent reporting

Reporting is one of the best ways to show your clients that you have made a great progress.

A good report should be easily understandable by the client.

Firstly, get a hold of all the important PPC metrics that are important to your client. Then, you can provide reports telling them how have you worked on those metrics and what are the results.

A lot of clients basically do not understand the PPC terminology. So make sure that you provide a detailed explanation of all the metrics in the report.

Client reports should include the final numbers of each metric. There should be a proper explanation of the corresponding metric and the comparison of the stats with respect to the previous month.

While most of the time the clients want is the stats but sometimes they may even want to know how your PPC efforts resulted in those statistics.

For this, explaining the strategies is important.

Just before sending the reports to your clients, have a thorough look of it to see and rectify the errors.

Make your reports easy for clients to comprehend.

Provide your clients regular and scheduled weekly or monthly report. Click To Tweet

The weekly report may be based on the basic points and the stats that were changed that week.

But the monthly report has to be more detailed and explanatory.

Reporting is another factor that builds trust with your clients because it is a way to show that you are working diligently for your clients.

6. Keep Your Promises

keep your promises

It is extremely easy to promise great results but failing to deliver that promise can harm the trust that you have built over a course of time.

A client has a certain expectation and you should be honest about meeting those expectations.

If the expectation cannot be fulfilled due to any reasons, clearly tell it to the client and then you can work together to find a solution to that.

To prevent the negative impression of your agency with respect to the commitments, always promise the realistic.

Do not go out of your way and promise what is difficult to achieve just to please your clients. Click To Tweet

Always follow up your promises. If you promise you the client, that they will see an increase in their Conversions in the first month after setting up the account.

Make sure that you strategize your techniques in such a way that the promise you made is fulfilled. That is how to gain trust and confidence.

Final Thoughts

Ultimately, maintaining a strong trust relationship with your clients’ means that you are delivering what you are promising. Moreover, the clients are also happy and satisfied with your performance.

Building a trust relationship with your clients is a tough task and requires a lot of effort.

But at the end, all the hard work is paid off when you get to know that your clients trust you.

And by now you have clients that are going to remain with you in the long run.

 

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 popular mode of online advertising for many businesses be it small, medium or large.

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

The platform of AdWords offers many metrics that 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.

But, through AdWords reports you only get to know the total number of the certain metrics.

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

To reveal the secrets of the conversion funnel you need to use 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 check 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 according to your campaign goals, Google Analytics helps you to determine what all factors you have to take into consideration to optimize your AdWords campaign.

Thus, by linking Google Analytics to your AdWords account, you can 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.

1: Sign in to your AdWords Account

2: Click the Gear menu and then select Linked Account

Linked accounts

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.

Google Analytics

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.

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.

Site Metrics

6: Click Save.

Google Analytics+AdWords= Improved Performance

AdWords and Analytics

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

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 a 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 divided 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.

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

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:

Page Sessions

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:

New Visits

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

Landing Page Report

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.

AdWords is sufficient enough in finding an 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 effective 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

Micro Conversions

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

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.

You should also 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.

5. Track Complex Conversions with Google Analytics

Track Complex Conversions with Analytics

Google Analytics not only tracks the simple conversion easily. 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

For example, if you have an ad that 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 then can track complex conversions such as phone calls and video plays.

Google Analytics and AdWords are immensely valuable tools for marketers. They help them 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.

As an advertiser, you have an access to all the data available. With this, 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 about the following:

  1. Your competitors.
  2. The products/services do they sell.
  3. Strategies of the competitors.
  4. Strengths and weaknesses of the competitors.
  5. The kind of threat that 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.

SpyFu 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.

It has become so efficient over time that even experts and successful businessmen have recommended it 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 this 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

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

Most of the businessmen prefer PPC advertising because with this 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 it, 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, it 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, it 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.

It 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 this, 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, it 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 focused 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. Thus, it 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 to improve the Quality Score.

This, in turn, increases the ROI for your PPC campaigns.

It is one of the most profitable marketing channels when it comes to generating higher ROI. 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. Apply 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

Ad Scheduling is another feature of PPC advertising. It 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

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.

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

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.

It 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.

Now 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 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.