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.

A Comprehensive Guide on LinkedIn Ads

Whenever we talk about internet marketing, the first option that comes to our minds is either of Google Ads or the Facebook Ads. Although these two platforms are kings of social networks, there are other networks as well that hold relevant importance when it comes internet advertising. One such network is popularly known as LinkedIn.

What most people think of LinkedIn is that it is a great platform for staying in touch with professional contacts as well as making connections. But they usually forget to realize its marketing potential.

Moreover, LinkedIn has an enormous user base of 467 million professionals who are looking forward to discovering new career opportunities. 

LinkedIn offers the marketers a variety of options to fulfil their online marketing needs. Click To Tweet

Furthermore, it allows you to promote your business directly to the qualified professionals and also offers a wide range of targeting options, especially for B2B professional services.

To advertise or not to advertise on LinkedIn

Who should use LinkedIn Ads

Who should use LinkedIn Ads?

Before you go ahead with LinkedIn Ads, you should for once ask yourself, if this channel is worth testing for your business or not. There are three types of businesses that tend to work best on LinkedIn. They are:

(i) B2B Products and Services

If you sell something that in turn benefits the other owners and working professionals, without hesitation, you can use LinkedIn Ads.

(ii) Recruiting Services

Not having the right employee at the right time might cost you a lot. Sometimes, even the recruitment process can be too expensive. LinkedIn comes as a life saviour. As LinkedIn is a professional network, it also allows you to target individuals with specific professional traits.

(iii) Higher Education Services

LinkedIn also offers higher education targeting. It allows you to show your ads to people who have bachelor’s degree or graduate degree. You can also target the college graduates who have a degree in a particular area.

Who should not use LinkedIn Ads?

Since, we have covered the businesses who should use LinkedIn Ads, let us now see which type of businesses should not use LinkedIn Ads.

(i) B2C Companies

If your main targets are the customers, you should probably use the other platforms of online advertising. LinkedIn is all about professional networks, so if you tend to sell your products and services directly to the consumer, LinkedIn would not help you out in the best possible manner.

(ii) Businesses with less budget

You should know that the clicks on LinkedIn are more costly as compared to other platforms. Thus, if your company is relatively small, you’ll end up spending more on the ads. Which is pretty impractical.

(iii) E-commerce

Users on LinkedIn are generally the professionals who are looking out for either B2B services or creating networks. They are not the usual shoppers who are surfing the internet with their credit cards. So, if you are an E-commerce business, LinkedIn might not just work for you.

Why does LinkedIn gets overlooked when it comes to marketing?

Why does LinkedIn Gets Overlooked

There are a lot of misconceptions that people have regarding LinkedIn Ads, that makes it overlooked by a lot of marketers and advertisers. Some of the misconceptions are:

Myth 1: People think that LinkedIn focuses only on the business connections.

Myth Debunked 1: Although LinkedIn not only focuses on business connections, it also provides marketing and B2B professional services.

Myth 2: LinkedIn has a much smaller audience than Google and Facebook.

Myth Debunked: LinkedIn has a user base of 467 million people as of 24th January 2017.

Myth 3: LinkedIn is not a typical social network.

Myth Debunked: LinkedIn is a social network that is specially designed for professionals who are looking forward to making social connections with other professionals.

How to know if LinkedIn Ads are right for you?

As now you know the importance of advertising on LinkedIn, the next step is to figure out if this platform is good enough for your specific needs or not. To check if LinkedIn is a good platform to advertise, you should know the following things about your target audience.

Targeting Options LinkedIn

(i) The job titles of your target audience

LinkedIn offers targeting options on the basis of the job titles. This type of targeting option can help you to pinpoint your specific target audience with certain job titles. Hence, it becomes very important for you to know the job titles of your target audience.

(ii) The work location of your target audience

This is another targeting option provided by LinkedIn that targets on the basis of the work location. You can use this targeting for recruiting the employees of your target competitors. On the more, you can also use this for a targeted sales approach to get your brand in front of the right people. Hence, by knowing the work location of your target audience can help you to take full advantage of LinkedIn Ads.

(iii) The skills and interests of your target audience

The skills and interests are another parameters on the basis of which you can target your audience. You can use it to target people have specific skills and interests with respect to a particular field.

(iv) The role of your target audience in the company

Targeting by the role can be a major plus point if you want to target highly specific individuals according to their designation and position.

Creating your Company Page on LinkedIn

So, by now you have decided that you want to move ahead with LinkedIn Ads. Before going on to the ads, you should first have a company page on LinkedIn.

Company Page LinkedIn

(a) Steps to create a Company Page on LinkedIn

(i) From your homepage move the cursor to top bar and click “Work”.

(ii) Click on “Create a Company Page” from the drop-down menu.

Company Page LinkedIn 1

(iii) Enter the name of your Company and choose the URL.

(iv) Check the verification box to confirm that you have the right to act on behalf of the company in the creation of the page.

(v) Click on “Create Page” button.

(vi) Click on “Get Started” on the welcome screen to begin editing your Company Page.

(b) Benefits of creating a Company Page on LinkedIn

(i) The company page showcases your entire company and not just individual employees.

(ii) Your employees can act as indirect company ambassadors.

(iii) The company page makes it easy for you to measure the effectiveness of your updates.

(iv) You get the notification when someone mentions the name of your company.

(v) It promotes your latest and important news.

(vi) It also showcases your special services.

(c) Requirements for creating a Company Page on LinkedIn

You should have the following:

(i)  A personal profile on LinkedIn with your actual first and last name.

(ii) The profile strength must be either “intermediate” or “all-star”.

(iii) Several connections on your profile.

(iv) You should be the current employee of the company and your position should be listed in the “Experience” section of your profile.

(v) Have your company’s name added and confirmed on your LinkedIn account.

(vi) The company’s domain should be unique. You can not use gmail.com or yahoo.com to create a company page because they are not unique.

LinkedIn Showcase Page

The Showcase Pages are the extensions of your company page. They allow a company to promote specific products or market to a specific buyer persona.

If your business offers multiple solutions, then creating Showcase Pages is a great idea. Click To Tweet

Moreover, the LinkedIn users can follow a single Showcase Page without having to follow the entire Company or other Showcase Pages. Therefore, this allows businesses to promote for and cater to the audience specific to the page.

The LinkedIn users can follow a single Showcase Page without having to follow the entire company or other Showcase Pages. 

Showcase Pages LinkedIn

These pages provide the followers with the opportunity to choose certain sections of your business that they would like to receive updates for.

The Showcase Pages are shown below the company description and insights. By default, only 2 Showcase Pages are displayed. You can expand the section to see more.

The Showcase Pages are intended for the long-term use. They enable you to distribute your content to specific segments of your audience.

To create a Showcase Page, you should follow these steps:

(i) Identify business areas that need a Showcase Page.

(ii) Click the “Edit” menu on your Company Page.

(iii) Select “Create a Showcase Page” from the drop-down menu.

Showcase Pages LinkedIn 1

Naming The LinkedIn Showcase Pages

Naming the LinkedIn Showcase Pages is one of the trickiest parts. Consider the following things while naming your Showcase Pages.

(i) Your Showcase Page must be unique within all of LinkedIn. If someone else has used the name that you like, you will then have to choose another name.

(ii) If possible, use keywords in your name. By including the keywords you will increase the probability of attracting the right people towards your page.

(iii) Experiment with various combinations to find the most suitable name that works the best. You can rearrange words and even use special characters to get the most appealing name.

In a nutshell, the Company and Showcase Page act as a strong foundation for advertising on LinkedIn.

LinkedIn-PPC Advertising Platform

Over the years, LinkedIn has focused itself on being a cost-effective PPC advertising platform. On the more, you can even target your highly specific audience for $10 per day.

As a PPC advertising platform, LinkedIn holds the ability to segment the ads on the basis of Company, Job Title, Job Role, Experience, Schools, Skills, Age, Gender etc. It also provides the advertisers with a plethora of targeting options to reach out to their target audience.

Furthermore, LinkedIn gives you three major options to advertise. The first option is the display & text ads, the second one is the sponsored content and the third one is the Sponsored InMail.

(I) Display & Text Ads

The easiest way to get started with LinkedIn advertising is through the Display and Text Ads. Generally, these ads appear in multiple sections like the side, bottom or top of the LinkedIn homepage. In the display & text ads, you can include an image and video as well as the ad copy.

Display and Text Ads

Anatomy of the LinkedIn Ads

(i) Headline: A rule of thumb, the headline has to be eye-catching and attractive. It should attract the attention of the user at once. Using the job title of the people in your headline can be a good move. You get a character limit of 25 in your headline. So make sure that each character counts well.

(ii) Ad Copy: Cater your Ad Copy to the specific audience that you are targeting. To create curiosity amongst your target audience, you can also post a question in your ad. You have 75 characters to fit in the Ad Copy to tell the target audience about your offer and include a CTA.

(iii) Destination URL: Do not take your visitors to your homepage. Create a tailored landing page especially for your LinkedIn Members. Ensure that your Landing Page is highly relevant to your ads because you would not like to disappoint your visitors by not correlating your ads and landing page.

(iv) Image: To make your ad copy even more appealing, it is always recommended to include some sort of image alongside your ad copy. Usually, the ads that have an image tend to drive 20% more clicks. The shape of your image should be square with 50 by 50 pixels of dimensions. Generally, it is advised to use the photos of people, the product or the company logo.

(II) Sponsored Content

Sponsored Content allows the companies to raise awareness, build relationships and generate qualified leads through the updates of their Company Page. These updates appear on the feed of the LinkedIn homepage of the users who come under the targeting range of the advertiser.

The placement of the Sponsored Content naturally leads to increased engagement as they can be shared further to connections of a member who likes, comments or shares the Sponsored Content.

Sponsored Content LinkedIn

Creating Sponsored Content

  1. Access your Company Page. Navigate the advertising platform and click on “Create Ad” button and then choose “Sponsored Content”. You can now choose the updates that you want to distribute to a wider audience.
  2. The next step is to choose the type of audience that you want to distribute your content. Remember, all the content that you create is not equal. A certain post might be relevant to one group and not to the other. So correlate your audience and the content before sponsoring it.
  3. Pick out a specific bid for your Sponsored Content. The bids in LinkedIn either run on a CPC or a CPM basis. Thus, you should also test and optimize the best bidding option.

(III) Sponsored InMail

The Sponsored InMail allows you to engage your target audience in a more personalised, direct and meaningful way. In Sponsored InMails, you have to pay to send your ads directly to different user’s mailbox.

Sponsored InMail is a great way to deliver your highly targeted ads. Click To Tweet

It gives you a chance to reach out to your targeted audience with a personal touch and also eliminates the character limit.

The Sponsored InMails also drive conversions with mobile-optimized features. Actually, it generated more leads with a consistent CTA button. The Sponsored InMails also have the ability to reach out to members when they are highly engaged and active on LinkedIn. It also allows the advertisers to send a form or an email message to any of the members.

Sponsored InMail LinkedIn

Creating Sponsored InMails

(i) Login into LinkedIn Campaign Manager

(ii) Open your Ad Account and click on “Create Ad”.

(iii) Select “Sponsored InMail” and start crafting your message.

(iv) Choose the target audiences.

(v) Set your campaign budget and launch.

How to create LinkedIn Ads

Step 1: Start a new Campaign

Go to the LinkedIn Marketing Solutions Page and click on “Create Ad” on the top right corner.

LinkedIn Marketing Solutions

After you have clicked on the “Create Ad” option, you will be given 3 options just the image given below.

  • Sponsored Content
  • Text Ads
  • Sponsored InMail

LinkedIn Ads Types

Step 2: Create Your Ad

After you decide the format, the next step is to create the ad. There are 4 key things that you need to create an ad:

  • Headline
  • Ad Copy
  • Destination URL
  • Image

LinkedIn Create Ads

Step 3: Set Your Targeting

After you have written your ad and included the destination URL and Image, the next step is to focus on targeting. LinkedIn proves its uniqueness from other advertising platforms in terms of targeting. Click To Tweet

Although they do not have extensive targeting options like Facebook, they have a number of interesting and useful targeting options that you can really take advantage of.

LinkedIn Targeting

LinkedIn has some targeting options that are very similar to Facebook but it also has some targeting options that allow you to go to the next level. As mentioned earlier, you can target people by Company, Job Title, Job Role, Experience, Schools, Skills etc. You can target the individual at specific companies or people who have specific job titles. Thus, you can even target people based on their specific work history, education, skills and interests.

Step 4: Set Your Bid

Now that you have created your ad and have targeted the right audience, the next step is to decide how much are you going to bid for your ads.

LinkedIn gives you 2 options to bid:

(i) Cost Per Click (CPC): If you choose CPC method of bidding, you will only pay when someone clicks on your ad. Here, LinkedIn will only show your ads to those people who are most likely to engage with your ads.

(ii) Cost Per 1000 Impressions (CPM): If you choose CPM method of bidding, you will have to pay for every 1,000 people that see your ad. This method can actually save you money and boost your ROI provided if you write a very compelling Ad Copy that has a high CTR. Moreover, this type of bidding is highly suitable for campaigns which are designed for brand awareness where your goal is to get as many views as possible.

LinkedIn Bidding and Budget

After you determine the type of bid, LinkedIn will automatically recommend a range of bids based on other people’s bids. Moreover, to get a decent placement, it is advised to start your bid a little higher than the bottom range. You can also set your daily budget with LinkedIn Ads.

You can also set your daily budget with LinkedIn Ads. Click To Tweet

Step 5: Set Your Billing and Launch

You will need to enter your billing information if you are creating your first LinkedIn Ad. Until the billing information is filled and verified, LinkedIn will not display any of your ads. Once you have filled the billing information, it might still take some time for your ads to start running. This is because LinkedIn reviews all the ads to make sure that the best ads are launched.

How to Track Your Ads on LinkedIn

Tracking your ads enables you to measure exactly how many leads, sales or sign-ups are you getting from your LinkedIn Ads. Tracking also lets you know which of your ads and the target audiences are driving in more conversions.

Thus, with the help of conversions, you will be able to see how many leads are you getting from your campaigns including the downloads, leads, purchases and more.

Tracking also permits you to measure the true value that you are getting from your ads. Click To Tweet

Also, when you have all the information about the performance of your ads, you can further optimize your ads to get even better results.

Since tracking your ads is highly important, we present a few tips on how to track your ads on LinkedIn.

(I) Add the LinkedIn Insight Tag

The LinkedIn Insight Tag is a lightweight piece of javascript code that allows you to track your website conversions from your campaigns. Therefore, when you begin your conversion tracking in Campaign Manager, in the setup process, your ads account will automatically set its own Insight Tag. Installing the tag on your website takes only a few minutes and you are required to do it only once.

LinkedIn Insight Tag

 

(II) Create a conversion action and add it to the campaign

A conversion action is that rule which informs LinkedIn about the events that you want to count as conversions. For example, someone filling out a form or downloading an e-book.

After you have added a conversion action, you can add that conversion action to a particular campaign. You can thus, start recording the conversions from that particular campaign. You can add as many conversion actions to a single campaign.

(III) Use “Thank You” page as your conversion URL

You are required to enter a URL when you create a conversion action. This is basically a page on your website that you want to count a visit as conversion. For a lot of advertisers, the best page to use as a conversion URL is the “THANK YOU” page. The “THANK YOU” page is that page which will arrive when the visitor fills out the form to download your Case Study or Ebook, request a demo or make a purchase.

(IV) Leverage Demographic Reporting

Conversion Tracking in LinkedIn is quite different from the conversion tracking of other advertising platforms. Thus, in LinkedIn, you can measure exactly how many leads are you generating from a specific audience segmentation.

To determine which target audience is generating strong conversion results and which audiences are underperforming, you can furthermore, use demographic conversion data.

(V) Make sure your Landing Pages are mobile optimized

If you notice that some of your ads are driving fewer conversions than the others, you should now make sure that your landing pages are mobile optimized. The fact is, mobile devices have taken over other devices in terms of traffic generation and engagement. Hence, you should make sure that your landing pages look great on mobile devices and are also easy to navigate. This will, in turn, improve your conversion rate and will also reduce your Cost per Conversion.

Final Thoughts

LinkedIn is one of the best advertising platforms for those marketers who are looking for a great opportunity to promote their business. Although LinkedIn is a popular social media platform for business professionals worldwide, it also introduces online advertising skills to businesses who are looking for brand awareness and attracting potential customers to their websites.

Apart from promoting your business and products, LinkedIn also provides remarkable conversion tracking techniques so that you can get the most out of your LinkedIn Ads.

Now that you have everything at your disposal, what are you waiting for? Go ahead and set up your first LinkedIn Ad Campaign.

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.
Landing Page and Quality Score

How to Optimize Landing Pages For Better Quality Score and ROI

Everyone who knows Google AdWords is familiar with the term Quality Score in one way or the other.

According to Google, “Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to lower prices and better ad positions.

The Quality Score is a way of rating the relevance of the keywords, ads and the landing pages. Therefore, it becomes one of the most important aspects that an advertiser looks for.

Generally, the Quality Score is taken as a number between 1 to 10. However, there are 3 main metrics that affect the Quality Score i.e

Quality Score Factors

Although many advertisers know the importance of Quality Score. They are not sure as to where to begin the strategy to optimize it.

In the Quality Score optimizing the process, the advertisers mainly focus on optimizing the CTR and the Ad Relevance, while almost forgetting about the third metric that is the landing page relevance.

Here, we are going to focus on the third metric of Quality Score i.e. the landing page and will tell you the insights of how you can optimize the landing pages to improve your Quality Score.

What is the importance of Quality Score?

Quality Score is that metric that metric that represents the relevance of your ads to the search queries of the users.

Quality Score that determines whether your keyword is eligible to enter the auction or not. Click To Tweet

Moreover, when Quality Score is combined with the CPC bid, it determines the Ad Rank.

Quality Score Formula

This point holds extreme importance especially for those advertisers who have a limited budget. The importance of Quality Score is that factor it affects the overall health and the success of your AdWords account.

What factors determine the Landing Page Quality Score?

According to Google, there are four factors that determine the quality score of the landing page. These factors are relevant and original content, transparency, loading speed of the landing page and navigability.

Google wants the advertisers to make quality websites that are most relevant and useful to the users.

The landing page quality should not be important to the users but also to the users as well. Click To Tweet

The guidelines of a good landing page also initiate in helping the advertiser to turn the visitors into customers.

Measuring Landing Page Relevance

To check the current status Quality Score with regard to the Landing Page, AdWords provides you with a set of columns. You can add those columns to the interface where you can view the factors that affect the Quality Score.

Quality Score Modify Columns

After you have added the columns, you can easily measure the quality score and get an idea of the places where improvement needs to be done.

Quality Score Number

There you will find three different levels that tell you about the status of the Quality Score:

  • Above Average: Having an above average Quality Score means that you have achieved the highest rating.
  • Average: Having an average Quality Score means that you have achieved the adequate rating.
  • Below Average: Having a below average Quality Score means that you have achieved a poor rating.

Landing Page Optimization Tips to Improve the Quality Score

1. Relevant and Original Content

The first thing that you should measure is the relevance of the content to your keyword. Therefore, you should always look forward to creating a landing page that is relevant to your keywords as well as ads.

Create landing pages that are relevant to your keywords as well as ads. Click To Tweet

Enriching your Landing Page with relevant and original content is one of the most important things that you should do. Ensure that the content of your Landing Page correlates and matches with your Ads and Keywords.

Your Landing Page should clearly depict the idea that was given in your ads. Moreover, your Landing Page should clearly be about the search query of the user which made the user click on your ad.

Having the exact search query or even the parts and titles of the search query in the landing page is a pretty good move. Make sure that there is a clear connection between what the user is looking for and where are you directing them after they click on your ads.

When you send your visitors to a highly relevant landing page, the performance of your account gets improved and your Quality Score gets increased.

While creating your Landing Pages, it is advised to tailor your content especially the titles and headlines according to the search queries that your visitors might be using. You also need to be clear with your intentions.

Apart from the relevance, the originality aspect is also taken into consideration because it wants your Landing Pages to have some kind of value. Google also measures the originality of your Landing Pages to compare it with similar advertisers and their offerings.

2. Landing Page Loading Speed

Landing Page Loading Speed

Did you ever try to visit a website that took forever to open? What was your next move then? Did you wait for the website to open or did you just bounced off from that site?

Majority of the users are in a hurry, they do not have all the time in the world to wait for the website to get opened. They simply bounce off and visit another website.

If you keep you make your visitors wait for the landing page to load, they will simply press the back button and go somewhere else.

Putting in a lot of effort in creating the right landing page by putting in relevant content, high-quality images and self-explanatory videos will go in vain if the loading speed of your landing page is too slow.

When Google encounters websites whose Landing Page Loading Speed is low, it penalises those websites which further reduces the Quality score.

The faster your Landing Page loads, the higher are the chances of getting a conversion. Click To Tweet

As the loading speed of the Landing Page has a large impact on the Quality Score, you should keep testing your Landing Page to make sure that they have a pretty reasonable speed.

Google also provides you with tools like the Page Insights Tool to evaluate the speed of your Landing Page. It also provides you certain tips to improve the speed of your Landing Page.

PageSpeed Insights

3. Easy to Navigate

Easy To Navigate

After you have directed your visitors towards your Landing Page, you should make sure that they can easily navigate their way around the site and find what they are looking for.

Make sure that it does not take forever for the visitor to find that offer that brought him to the Landing Page. Rather, they should immediately find the whatever they are looking for.

Don’t confuse the visitors by providing a hundred thousand links that go through all other parts of your website. 

Make sure to limit the amount of internal and external links that you include in the page. Click To Tweet

The same goes for the distractions as well. Distractions are those inputs in your Landing Page that prevent your visitor from completing the desired conversion actions and diverts them to something else.

You need to take strong measures to minimize the distractions like the non-essential product options, a lot of external links, and unnecessary information that can increase the bounce rate of your website.

Hence, to eliminate the distractions, you can either shrink or remove the irrelevant menu, pull off the sidebars and big headers that are of no use.

If your Landing Page is not easy to navigate, your potential customers will just abandon your website and look for the information somewhere else. Ensure that all the categories related to your product/service are divided clearly and assure that the search feature works.

Hence, to sort the problem of navigation, design a Landing Page that clearly states the offers and promotions. Make sure that it also includes an outstanding Call-to-Action for you to increase your conversion rate.

4. Transparency

To prove that your business is legal and valid, you need to be transparent in your approach. You need to make sure that your business and contact information is easily available. For this reason, it becomes very important to include the contact information of your business on your Landing Page.

The contact information that you provide on your Landing Page helps your visitors to get in touch with you as per their requirement.

The contact information not only increases the probability of getting more conversions but they also make your business more reliable and authoritative.

To make your Landing Page even more persuasive and valid, it is advised to add the phone number, physical address, email along with social media links.

Adding contact information on your Landing Pages makes you more available to your customers. Click To Tweet

Hence, the more you are available for your customers, the more you are creating a bond with them. This initiates the visitor to get converted into a customer.  

Another aspect of transparency can be related to the information that you are collecting from your visitors. Let the visitors know the reason behind the collection of data. You also need to tell your visitors that the information that they provide will be carefully used and implemented.

5. Write Powerful Headlines

Write Powerful Headlines

The first thing on the Landing Page that has the potential of grabbing the attention of the user is none other than the headline. It is so important because it has the power to make or break your Landing Page.

While writing the headline for your Landing Page, make sure that the headline is strong enough to hold the attention of the user so that they stay for long enough to see your offer.

Owing to the fact that the headline has only a few seconds to attract the user.

Write headlines that are straightforward and gets the attention of the user instantly. Click To Tweet

The headline bears so much of importance because according to one study 8 out of 10 people read the headline and if they find it interesting enough they move towards the Landing Page. So, the headline decides whether the visitor will go through the entire Landing Page or not.

Not only your headline should be attractive enough, but it should also inform the visitor about your product/services. To get the best headline, keep testing several headlines to see which one of them gets the best response from the visitors.

Moreover, do not beat around the bush and create headlines that are short, concise and precise.

6. Make your Landing Page Device Compatible

Landing Page Device Compatibility

This requires no brainstorming. The users do not use only one device while they are searching on the internet. There are various kinds of devices that are used by the visitors on regular basis. Some use desktop computers, while the others use tablets and the majority of the users use the mobile device to conduct a research on the internet.

However, you should take this point into consideration while creating your landing page. If you think that you are sorted by creating a single layout of the Landing page for all the possible devices, you are doing nothing but simply blowing the chances of getting conversions.

Check the device compatibility of your Landing Page with respect to all the devices. Click To Tweet

You can use tools like Mobile-Friendly Test, BrowserStack and Responsive Design Checker to check the device compatibility of your Landing Pages.

On the contrary, a very large percentage of traffic that is generated comes from the mobile devices. And for this reason, it becomes very important for you to optimize the Landing Pages for the mobile audiences as well.

You should keep your entire focus on the headline and the Call-to-Action. See to it that the content on your mobile Landing Page is easily readable without having to zoom it.

On the more, it is a real hassle to copy the phone number from the landing page to the dial pad. Hence, to make it really convenient for the visitors to call you, you should make sure that all the numbers that are present on your Landing Page are clickable.

7. Focus more on Benefits rather than the Features

Features versus Benefits

This is probably one of the early lessons of advertising that you should be knowing. You should be laser-focused on highlighting the benefits rather than the features.

Well, a feature is the specification of your product/service. It tells the users about the functionality of your product/service.

On the other hand, a benefit is an advantage that the user is going to gain when he/she uses that product.

Okay, so now you have two options to highlight on your Landing Page i.e the benefits or the features.

The question arises here is that how are you going to make your visitors convert on your Landing Page?

  • By explaining to them how outstanding your product/service is?
  • By explaining the advantages that the users are going to gain from your product/service?

Well, by far you must have got your answer. Just in case you didn’t get the answer, the correct option is the second one.

There is a difference between the benefits and features of your product which we have already stated above.

When you only mention the features of your product/service on your Landing Page, you simply assume that your visitors are technically expert when it comes to your product/service.

Don’t assume that the visitor will know about your product/service on its own. You should take an initiative to tell a story about your product/service in the clearest manner. Talk to your visitors in the terms that they understand well. Do not use extremely high sounding words and expect them to respond accordingly.

On the other hand, when you talk in terms of benefits, you are picturizing a story in front of your visitors. A picture perfect scenario that makes the visitors inclined towards getting converted.

Benefits usually solve a customer’s pain point. Click To Tweet

If a customer is going through a major problem and your product/service provides a benefit to them in terms of solving that problem. Then there is a 100% guarantee that the visitor will definitely convert.

8. Include Social Proofs and Trust Signals

Why should your potential customer trust you? Just because you are claiming that your product/service is the best, doesn’t make it the best. You need to support all your claims with proper social proofs and trust signals so that your potential customers begin to trust you.

Actually, the fact is that nowadays before making a purchase for any product/service, people look at the review of that particular product/service. They trust the reviews and the testimonials more than the product descriptions.

People think that usually, the advertisers boast about their product/service a bit too much. But the customers who have already used that product/service will always give the correct feedback, irrespective of whether the feedback is positive or negative.

You need to add credibility to your Landing Page so that your potential customers can trust you.

Credibility can be added with the help of social proofs and testimonials. Click To Tweet

The testimonials help the visitors to trust you and also assures them about the validity of your business. If the visitors get to see the trustworthy review or testimonial, they will become more inclined towards your offer and will look forward to making the purchase.

Besides adding the testimonials, you can also go ahead and add trust signals. They might be the awards that you have won. Or any kind of social recognition that you have been given by a third party. This will further assure that your business is trustworthy enough to make a purchase with.

9. Use High-Quality Images and Videos

Drift Video

Image Source: Drift

No doubt action speaks louder than words. When content is combined with appropriate images and videos, the performance of the Landing Page gets a boost automatically.

Images give you a visual description of what is being said on your Landing Page. Click To Tweet

Indeed the images make the Landing Page highly attractive and engaging. The images help the users to bring out their necessary emotions. As the emotions of the users are drawn out, they are more likely to get converted.

More than the content, images are shared on the social sites. Therefore, they lead to an increase in the conversion rate of your Landing Page.

Suppose if you are an e-commerce owner who deals in the online business. No matter how great or relevant content you write, the customers will first see the image of the product that you intend to sell.

After they are satisfied with the product, then only they will look forward to the description and specifications. So, while choosing the images, you should ensure that the image should be large, clear and of high-quality.

In addition to the images, videos should also be used in your Landing Page whenever possible. It is one of the best mediums where the visitors can experience your message by putting a very little effort.

Videos increase the length of the time that people stay on your page. This gives your message a long time to get sunk in the minds of the customers. Most of the people are lazy in the sense that they will scan through the content but will watch the whole video properly.

Put explainer videos of your product/service to explain how the particular product or service is used.

10. Add Strong Call-to-Action

Kissmetrics

Image Source: Kissmetrics

Well, the Call-to-Action is precisely the most important component of your Landing Page. CTA is basically a button that represents the action that you want your visitor to take when they are directed to your Landing Page after clicking on your ad.

A CTA is a key to conversion, so if you do not have a CTA on your Landing Page, your visitors won’t convert.

Make sure that your visitor does not have to look for it. The CTA should be so prominent that it strikes to the visitor as soon as he lands on the Landing Page.

Don’t just create a CTA in a hurry. Take a considerable amount of time to design the CTA. And see it too it that is not common or average. Keep testing your CTA at regular intervals to get the best results.

Make your CTA button clear using contrasting colours. Click To Tweet

Do not use the same colour of that of your landing page. As that will prevent the CTA from being prominent.

Do not make this mistake of making the CTA using long words or sentences. Keep your CTA short and use action oriented words.

Final Thoughts

However, there is no exact formula for calculating the Quality Score. As the Quality Score depends on three metrics i.e. Click Through Rate, Ad Relevance, and the Landing Page Relevance, we can always look forward to improving these three factors.

Often the advertisers are more inclined towards optimizing the keywords and the ads in hope of improving the Quality Score. They almost forget about the Landing Page which is the first step towards the conversion funnel. Therefore, through this blog, we have given you insights on how can you optimize your Landing Pages in order to improve the Quality Score.

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
Top PPC Blogs

Top 12 PPC Blogs That You Should Never Miss To Read

The world has become digital, so has the advertising space. Earlier the businesses use traditional forms of advertising like the direct mail, TV, Radio and even print advertising.

But as the world evolved digitally, the advertising space transformed itself from traditional methods of advertising to digital methods of advertising.

One of the very popular forms of online advertising is the Pay Per Click Marketing. Over the years it has proved its worth of being one of the set platforms for online advertising.

Owing to the fact that PPC is dynamic in nature and is always changing. Hence, more often it comes up with new updated.

To maintain pace with the latest updates of PPC, you need to keep youself updated. Click To Tweet

By being a PPC marketer, you should constantly find ways to make sure that your clients get their desired results. You should try to get more exposure and increased qualified traffic for them which will further lead to more conversions.

If you want to become masters of Pay Per Click Marketing, you should have a habit of constantly learning the new tips and techniques from experts around you. Even if you are an advanced professional in PPC, you can still improve your capabilities.

Pay Per Click Marketing has a plethora of information which keeps changing as the new updates are released. There is a lot more to learn apart from the popular concepts like the Quality Score, Landing Page Optimization, Keywords etc.

Perhaps, you just cannot spend all your time looking for information from anywhere.

Don’t worry! You need not go through heaps of books to get the relevant knowledge about PPC. With digitization, the resources of gathering information have also evolved. And now a reliable blog is the best way to gather the dynamic knowledge.

For this reason, there are many PPC authorities who are publishing PPC blogs to educate the search marketers.

Although you can learn from trial and error, sometimes one single mistake in PPC can prove to be very costly. And it is but obvious that you would not like to make disastrous mistakes in PPC when you can easily the learn how to get optimal results through the PPC blogs.

Here are top 12 PPC Blogs that can surely provide you with ample information to make your next PPC Campaign strategy a success.

1. Inside Google AdWords

Blog Link: Inside Google AdWords

Twitter Followers: 488000+

Inside Google AdWords

Inside Google AdWords is Google’s official AdWords Blog.

The best way to get information about something is of course from the source itself. Click To Tweet

In the same way, to give more relevant and updated information about Google AdWords, Google has provided Inside Google AdWords blog.

Pay Per Click is a mode of online advertising that is featured by Google AdWords. As the name suggests, Inside Google AdWords blog focuses on the latest trends and strategies that take place in the PPC space.

As a matter of fact, PPC does not only takes place in Google, there are other search engines like Yahoo and Bing. But when it comes to search marketing, Google is the king. And no doubt it will remain the same in the near future owing to its huge popularity.

As PPC Marketing is primarily done through Google, the Inside Google AdWords blog provides you with a critical source of information to make all your PPC Campaigns profitable.

With about 488000+ followers, Inside Google AdWords blog provides information to your marketing team straight from the source itself.

However, Inside Google AdWords blog is a great place if you want to keep yourself updated with the new features or changes in existing features are rolled in.

Not only you will better learn about the new features and changes but Inside Google AdWords Blog will help you to teach the tips and techniques to have a better understanding of the PPC Campaigns and make them profitable as well.

2. WordStream

Blog Link: Wordstream

Twitter Followers: 290000+

Wordstream

Founded by Larry Kim, WordStream helps the online marketers to maximize the performance of their paid search, driving more traffic, leads and sales for lower costs by providing them with software and services.

WordStream is one of the well-known names amongst the internet marketers. It covers a wide range of topics that cover Search Marketing, Content Marketing, Mobile Marketing and affiliate marketing.The Wordstream Blog

They have a separate section for PPC where you can learn about all the aspects of PPC irrespective of whether you are a beginner or a professional.

WordStream has been recognized for thought leadership in the PPC space through its blog. Click To Tweet

The WordStream blog facilitates on providing how to make more effective PPC campaigns by initiating their proven best practices.

Not only they have their blog post to provide information, but they involve a vast amount of media from where you can learn from. They have webinars, infographics, white papers and videos.

Furthermore, WordStream also promotes guest posting where they take fresh perspectives and insights from the guest authors.

WordStream is highly passionate about thought leadership and for this reason, they convey all their expert thoughts in their blog.

With the help of their blog, WordStream has become skilled in turning confusion into understanding and complexity into a clear direction.

The WordStream blog also excels in giving PPC industry specific advice for all kinds of readers whether they are the beginner, advanced or professional level.

3. Search Engine Land, Watch and Journal

If you want a daily dose of PPC at your disposal, Search Engine Land, Watch and Journal are the 3 websites that you should definitely visit. Across these 3 websites, you can get ample amount of information about your favourite sub topics of PPC.

All the three sites involve a lot of guest posts which is absolutely fabulous because you can get a lot of different expert opinions on a variety of options.

(i) Search Engine Land

Blog Link: Search Engine Land

Twitter Followers: 410000+

Search Engine Land Logo

Search Engine Land is a publication that covers all the aspects of the search marketing industry. Click To Tweet

Apart from the informational blogs they also cover daily news that covers breaking news, industry trends, feature announcements of Google AdWords.

Search Engine Land

In addition to the blogs and industry trends, Search Engine Land also features contributed articles by SEM experts.   These experts present their articles with practical tips, tactics and strategies for running successful SEM campaigns and marketing programs. They have a separate section named as SEM where you can find all the relevant and appropriate details about Search Engine Marketing.

(ii) Search Engine Watch

Blog Link: Search Engine Watch

Twitter Followers: 185000+

Search Engine Watch Logo

For an online marketer, Search Engine Watch is the blog that should be read without giving a second thought. It is one of the best sources for PPC information.

This website covers a range of strategies that vary from SEO, PPC and Analytics to Social, Mobile, Video and Content Development.

Search Engine Watch

Although PPC is a topic that the Search Engine Watch covers only a few times per week but they provide detailed actionable content. The Search Engine Watch also focuses on all the aspects of a PPC Campaign.

(iii) Search Engine Journal

Blog Link: Search Engine Journal

Twitter Followers: 155000+

Search Engine Journal Logo

The Search Engine Journal is a community that produces the latest search news, best guides and how to’s for the search marketing community.

Search Engine Journal

Their mission is to educate and empower the Search Marketing Community by keeping up to date with the latest breaking news and intelligence on PPC, SEO, Social Media and Content Marketing.

4. Unbounce

Blog Link: Unbounce

Twitter Followers: 77000+

Unbounce Logo

Unbounce is a Landing Page and Conversion Optimization Blog that gives you expert advice on how you can make your next online marketing campaign profitable.

With its blog, Unbounce has helped a lot of marketing and digital agencies to increase the website and campaign conversion with the special techniques of Landing Page Optimization.

Unbounce

Since they are inclined towards building high-converting Landing Pages, they explain all the tactics and strategies in their blog so that you can increase your conversions on every page of your website.

This blog gives you highly valuable strategies and unique insights on how to optimize your landing pages. They have topics of every level of expertise ranging from beginner’s level to advanced one to highly professional.

Their mission to educate, connect and empower marketing teams and agencies to grow their business with the best conversion tools. And Unbounce has done full justice to its blog as the content that they publish through their blog is highly relevant and revolves around Landing Page and Conversion Optimization.

With over 77000+ twitter followers, Unbounce has become one of the leading blogs.

Unbounce is laser focused on Landing Page and Conversion Optimization. Click To Tweet

5. Pay Per Click on Quora

Community Link: PPC Quora

Quora Followers: 48000+

Quora Logo

According to Google, “Quora is a question and answer website where the questions are asked, answered, edited and organized by its community of users.”

Although Quora isn’t a blog but just a question and answer website, you can find exceptional reading material here.

It has four major columns which are Read, Answer, Top FAQ and Most Viewed Writers.

Pay Per Click Quora

Well, if you want general or specific knowledge about PPC you can easily go to the reading column and read the answers given. Or if you are beginning with PPC, the Top FAQ column might be of great help to you as it gives detailed insights of what is PPC all about.

By viewing the Most Viewed Writers, you can follow the professionals who are expert in the PPC space. If you follow them, you will get notified whenever they will come up with an answer. This will prevent you from searching for these particular PPC writers.

If you can’t find an answer to a certain question, you can even ask that question in the PPC community. Quora also allow you to request answers to a lot of PPC professionals and experts. You can also pop in to see what the rest of users of the PPC community are talking about.

With over 48000+ followers, Quora is a wonderful source of knowledge as pertaining to PPC. Click To Tweet

6. PPC Hero

Blog Link: PPC Hero Blog

Twitter Followers: 32000+

PPC Hero

PPC Hero is the blog of Hanapin Marketing, who is one of the leaders in the search marketing space. The fact that they have separated their blog from their management company is worth noticing and quite interesting as well.

Nevertheless, the blog is fully comprehensive and provides you with all the source that you could possibly want to know about Search Engine Marketing.

PPC Hero offers a wide range of topics for both a beginner as well as a professional. Click To Tweet

It talks about all the aspects from prevailing from the basic how to’s too advanced bid management and reporting abilities. The writers of PPC Hero blog are quite fearless and are not afraid to put their thoughts into words.

Besides providing you with the top class informational blogs, PPC Hero also hosts webinars from authorities in the search marketing space. 

PPC Hero also allows you to view the case studies, tips and tricks and valuable insights on how to make and execute effective search marketing strategies.

As PPC Hero offers you to select the topics on the main page, you can also search for a topic directly and can even subscribe to the PPC Hero Blog Series.

7. Jon Loomer Digital

Blog Link: Jon Loomer Digital Blog

Twitter Followers: 26000+

Jon Loomer Digital

Jon Loomer Digital is the website of Jon Loomer who is a Facebook Marketing Coach, author, speaker and strategist.

He launched his website Jon Loomer Digital in the end of 2011 to show the business owners can use Facebook to apply advanced strategies to build their business, drive leads and increase revenue.

The Jon Loomer Digital blog focuses on Facebook:

  • Marketing Best Practices
  • Advanced Strategies
  • Offers
  • Promoted Posts
  • Sponsored Results
  • Insights Analysis
  • Content Strategies
  • Growth Strategies

Jon Loomer

Irrespective of whether you are a beginner or a professional you will get all the insights about Facebook Marketing and Advertising.

You can also have the access to a thorough resource of Facebook Marketing tips and tutorials and also the analysis of the latest news in the Facebook Marketing industry.

Therefore, the main mission of Jon Loomer Digital blog is to help the marketers and business owners to maximize their efforts with the use of advanced Facebook Marketing Strategies.

8. Midas Media

Blog Link: Midas Media Blog

Twitter Followers: 21000+

Midas Media is another popular blog that goes around its notion of moving ahead from a click to conversion.

Midas Media

Its blog is devoted to marketers and business owners, allowing them to put in the very best PPC tactics and ideas for paid search.

There may be times when a lot of thoughts regarding PPC might be running across your mind. Hence, Midas Media takes the initiative of diving deep into the mind of a PPC marketer.

In the world of PPC blogs, this one is a hidden gem. There is so much of the actionable stuff here.

Whether you are looking for PPC Management Tips or Conversion Optimization strategies, you need to for sure have a look at its blog.

Apart from PPC, Midas Media also provides gainful insights on Search Engine Optimization, Conversion Optimization, Content Marketing, Social Media Marketing and Email Marketing.

9. AdEspresso

Blog Link: AdEspresso Blog

Twitter Followers: 9000+

AdEspresso

AdEspresso is a presentation of Hootsuite which is a platform for managing social media.

The AdEspresso blog especially focuses on the making Facebook easily and profitable for small and medium businesses. Through its blog, AdEspresso helps you to create and optimize your Facebook Campaigns that truly works.

This blog gives you highly valuable insights and unique strategies to make your Facebook Marketing more and more effective as well as profitable.

AdEspresso is one of the best blogs for Facebook Advertising. Click To Tweet

Being an intuitive Facebook Ads Management and Optimization Tool, AdEspresso explains all the aspects of Facebook Ads Campaigns, going all the way from a beginner’s level to the advanced level.

AdEspresso not only uses blogs as a source to provide the much-needed information, but they also release e-books, guides and webinars so that you can get the most of your Facebook Ads.

AdEspresso was launched in the year 2012 and since then, it has gained 9000+ followers on Twitter, which is not at all a bad number.

10. Certified Knowledge

Blog Link: BG Theory 

Twitter Followers: 7600+

Certified Knowledge Logo

Established in 2008 by Brad Geddes, Certified Knowledge is one of the prominent features in the Search Engine Marketing industry. It is also known as the Brad Geddes Theory on Marketing.

Certified Knowledge is an online PPC Training, Tools and Community platform. Click To Tweet

Through its blog, Certified Knowledge educates the marketers by giving them gainful insights and best practices of PPC Marketing.

Certified Knowledge

Its founder and author Brad Geddes wanted to educate the businesses. So after years of processing, experimenting and learning, he created lesson plans and agendas and training material. The reason he created all this was to educate the fellow marketers and businesses.

Apart from the informational PPC Blogs, you will also get the benefit of attending online workshops to enhance your PPC skills and will also get productive insights from the interviews of the top PPC experts.

Certified Knowledge also offers multiple learning styles. They offer AdWords Video lessons, self-paced online courses, webinars, radio shows and latest industry news.

11. Klient Boost

Blog Link: Klient Boost

Twitter Followers: 4500+

Klient Boost Logo

Klient Boost is a comprehensive advertising and marketing company that helps other companies to make more money through intelligent PPC Marketing and creative landing page design and testing.

Klient Boost is a platform that gives marketers and business owners relevant and accurate information on PPC, Conversion Optimization, Analytics and PPC.

They have topics for every level of expertise, starting from beginner’s level to moving up to the professional level.

They also tell you how to use the right keywords and write ads to increase your conversion rates.

Klient Boost

Klient Boost presents the blogs which have in-depth details and update information with step by step details.

Klient Boost also collaborates with other famous names in the PPC industry. Click To Tweet

Overall, Klient Boost gives an insider’s view on how to get long term and profitable results in PPC. It also explains the conversion optimization strategies.

No doubt, due to this reason, they have named their blog as The PPC & CRO Idea Factory.

12. CPC Strategy

Blog Link: CPC Strategy Blog

Twitter Followers: 2400+

CPC Strategy Logo

CPC Strategy is again one of the hidden gems of the PPC industry. It specializes in implementing performance growth on shopping channels that have a direct impact on the retailer’s profitability.

They are really passionate about online retail optimization and have understood the evolution of online shopping in a better way.

CPC Strategy truly focuses on Shopping and E-commerce Campaigns. Click To Tweet

With the increasing popularity of online e-commerce industry, many and many e-commerce businesses are also turning the way towards being digital.

Taking this fact into consideration, CPC Strategy focuses on giving valuable insights to the e-commerce business owners so that they build profitable and productive Shopping Campaigns. 

CPC Strategy

In their blog, the main aspect of focus are Google Shopping Management, Paid Search Management and Amazon Sales Acceleration Program. They also provide insider knowledge and optimization tips to make the retail search campaign of the e-commerce merchants highly productive and profit-fetching.

Thus, if you are looking for a resource that specifically gives you information about Google Shopping, e-commerce campaigns and retails ads, then there is no better option for you than CPC Strategy.

Final Thoughts

As you know that PPC is dynamic in nature as well as highly flexible. There are a lot of updates regarding PPC every now and then. Therefore, having information about these changes becomes really important when you are looking forward to making your PPC Campaigns profitable.

Well, to be true, nobody is going to come to your doorstep to guide you with the relevant information and updates. For this reason, the importance of blogs comes into light.

If you are just starting off with your PPC Campaigns or looking forward to optimizing them, all you need are the top PPC blogs that will guide you through your journey.

Hopefully, we have been successful enough in providing you with the top PPC blogs that you should read at any cost.

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.
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.

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.

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.

 

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.

Dinesh Thakur

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

Top 10 PPC Myths That Every Marketer Should Know

The Universe is full of myths.

From the Milky Way to Planet Earth. From Rocket Science to Human Body. From Traditional Marketing to Digital Marketing

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

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

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

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

Some misconceptions were cleared during the course of time.

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

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

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

This is not completely true.

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

However, this does not always happen.

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

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

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

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

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

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

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

 

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

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

Sounds very easy, isn’t it?

But it is a big NO! NO!

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

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

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

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

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

 

Myth No. 3: PPC Is Too Expensive

PPC can be expensive but not always.

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

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

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

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

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

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

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

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

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

 

Myth No. 4: No One Clicks On PPC Ads

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

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

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

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

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

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

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

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

 

Myth No. 5: More Keywords Leads To Better Performance

Absolutely incorrect!

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

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

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

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

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

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

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

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

 

Myth No. 6: Test Ads All The Time

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

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

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

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

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

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

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

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

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

 

Myth No. 7: PPC Affects The Organic Position

PPC affects organic position

The explanation for this one is pretty simple.

PPC has to do nothing with your organic position.

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

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

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

 

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

PPC is not required when organic rank is high

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

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

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

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

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

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

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

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

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

 

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

Google is the only search engine worth advertising on

Certainly not important.

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

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

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

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

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

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

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

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

 

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

Turn off account at night

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

Online advertising can literally be done 24/7.

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

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

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

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

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

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

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

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

 

Conclusion

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

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