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.

Latest posts by Dinesh Thakur (see all)

A Comprehensive Guide On YouTube Video Ads

YouTube is not only a social platform where you can spend your time in enjoying the videos that you like but it has also emerged a platform of opportunities for marketers and advertisers to reach out to a wide audience.

YouTube is a frontier of possibilities for brand awareness as well. Click To Tweet

Almost 5 billion videos are watched on YouTube on a daily basis and 1.3 billion people use YouTube. YouTube is an effective platform to reach a massive global audience in more than 60 countries.

There are a lot of people who watch YouTube videos on all type of screens like the desktops, tablets and mobile phones. Hence, with the help of YouTube video ads, the advertisers can be there when their target customers are watching the videos.

As the popularity of the video content is rising, therefore, it becomes really important for the advertisers and marketers to invest in YouTube Ads.

Why should you be running YouTube Ads?

Why Should You Be Running YouTube Ads

Owing to the fact that YouTube has a wide reach in terms of audience and the demand for video ads is rapidly increasing.

YouTube is a promising marketing tool for big as well as small businesses as they have been successfully running the YouTube Campaigns over the past years and have generated better results to reach a wide audience and to drive more and more engagement.

After Google, YouTube is the second largest search engine. Click To Tweet

Although, you should know that advertising on YouTube is quite different from that of advertising on PPC. This is because YouTube Video Ads have particular creative content constraints and a plethora of display options.

Hence, to get the most out of the YouTube Video Ads, you need to have a proper understanding of the terms and conditions of this platform.

YouTube Video Ads have been evolving over time and in the beginning of this year, Google made some changes in this platform saying that advertisers will be able to reach more people on YouTube especially through the mobile phones.

As an advertiser, you are at an advantage here as now you will be able to target the viewers based on their search history on Google. You can also target the people based on the recent product or service they searched for.

Also in YouTube Video Ads, the keywords are relatively less expensive. Hence, it is a more cost-effective platform to target your potential audience.

The Type Of YouTube Video Ads

Before jumping into the making of YouTube Video Ads, it is very important for you to understand the various type of Ad formats.

You should have a proper understanding of how these Ad Formats work, where they get displayed, how much do they cost and how far do they reach in term of the audience.

The main purpose of the Ad Format is to particularly target the users who are interested in your product or service. If they are not interested, they will simply skip the video and hence you will be required to pay no cost at all.

On the other hand, if they are interested, they will watch your video until the time it gets completed. Thereby, increasing your views.

The True View Ads are the standard Ad Type on YouTube. The term True View stands for a promise that you will only have to pay when someone chooses to watch your video ad.

As an advertiser, you will only have to pay when

  • A user watches the ad for at least 30 seconds
  • Completes watching the whole video ad
  • Takes an action like clicking on the ad

Now, let us just dive in the YouTube Video Ads formats available and see which one is right for your business.

1. In-Stream Ads

The In-Stream Ads are the most common YouTube video ad type. Basically, these ads appear before someone watches the video that they have selected on YouTube. On the more, they can also appear during or after the videos that you watch on YouTube.

With these ads, the viewers sometimes have the option to skip the ad after watching it for 5 seconds. If you are an advertiser, you will have to pay once the viewer watches your video ad for at least 30 seconds or when they interact with the ad by clicking on it.

YouTube In-Stream Ads

The In-Stream YouTube Video Ads can be displayed on desktops, mobile devices, TV and Game Consoles. These Ads can be skippable as well as non-skippable.

The In-Stream Video Ads generally plays before the video. Click To Tweet

The main purpose of this ad is to generate impressions and target specific landing page. With the help of In-Stream Ads, you can target your potential audience on the basis of demographics and interest.

While using the In-Stream Video Ads, you should make sure that your ad grabs the attention of the viewer in the first 5 seconds and also give the reason to the viewer to continue seeing the ad.

These are simply great for as many views as possible. Hence, if your maximum goal is exposure, you should definitely go for In-Stream Ads.

2. Video Discovery Ads

The Video Discovery Ads was previously known as In-Display Ads. These ads appear on the YouTube Homepage, on the search results page and as related videos on YouTube watch page.

YouTube Video Discovery Ad

These Ads help you to promote your videos in areas where the audience finds the relevant videos. These ads appear differently depending on the way they run like in the YouTube Watch Page, they can appear in the related video section or as an overlay of the video that you are watching.

YouTube Video Discovery Ad 1

The best thing about this ad is that you are only entitled to pay when someone clicks on your ad to view it.

These ads show a thumbnail image of your video along with three lines of text that are present to invite the audience to click and watch your video.

The Video Discovery ads can also display on the GDN to the relevant audience. Click To Tweet

The main aim of these ads is to build subscribers and views. As your viewers do not get directed to a Landing Page so this means that you have to include a strong Call-to-Action.

Since, these ads do not require, so viewers who have a genuine interest will only click on your Ad. Thus, you will get a solid viewer base who is more likely to subscribe to your channel.

3. Bumper Ads

The Bumper Ads are small clips which are of 6 seconds and they appear before other YouTube Videos.

The Bumper Ads are a cost-effective way to reach your target audience. Click To Tweet

They also ensure that your message is seen and heard and also keeps you at the top of the mind of the users. If you want to reach out to a broad audience with a short and memorable moment, you should use Bumper Ads.

4. Non-Skippable Video Ads

The non-skippable video ads are those YouTube Video Ads that can appear before, in the middle or after the video has been watched.

They can be 15-30 seconds long and the viewers have to watch the ad before watching the video that they have selected. The non-skippable video ads are available for desktop and mobile only.

The non-skippable are created to generate impressions & launch specific landing page. Click To Tweet

Just like the In-Stream Ads, the Non-Skippable Ads can target the audience on the basis of demographics and interest.

5. Remarketing Video Ads

With the Remarketing Video Ads, you can capture the interest and re-engage with the users who already watch your videos on YouTube.

The Ad serving engine saves the information of the person who shows an intent or action on your YouTube Videos and ads it to a custom list. This list is then used to retarget people.

You can also use the Remarketing Video Ads to reach out to viewers based on their past interactions with your video ads.

Benefits of YouTube Video Ads

Benefits of YouTube Ads

There are many benefits of YouTube Ads that makes it one of the most promising platforms for video advertising.

1. YouTube Ads are Cost-Effective

As mentioned earlier, as an advertiser, you are only supposed to pay when the viewers watch your ads for 30 seconds or more and when they take an action like clicking on the ad.

As you are only going to pay for the viewers who are actually interested in your business, this will prevent your budget from getting exhausted. In YouTube Video Ads, you get the advantage of choosing what you want to actually pay, you get the right audience at the right price.

2. YouTube Ads are Customizable

The YouTube Ads are highly customizable in the sense that you decide everything related to the video ads. From the running time of the videos to the content type, it is you who is going to decide everything.

3. YouTube Ads Have a Wide Range of Targeting Options

YouTube Video Ads gives you a plethora of targeting options to target your potential users. Click To Tweet

You can target the audience based on the topic i.e subject of the YouTube video content.

There are demographic options also available such as age and gender. You can also target with the help of specific keywords that are relevant to the Ad. There are placement and category options that are also available.

4. YouTube Ads Have a Wide Reach

YouTube has over 1.3 Billion users. Click To Tweet

This number is only expected to increase over time. Owing to its wide user base, YouTube provides a great opportunity to you to deliver your message to millions of people who have the potential of becoming your prospective customers.

5. YouTube Ads are Measurable

Advertising on YouTube is quite measurable, you can track the performance of your videos by utilizing the clicks. YouTube also allows you to see when someone stopped watching your video as well as when people watched your ad till the end through YouTube’s Analytics.

How to setup YouTube Video Advertising Campaign in AdWords

YouTube with AdWords

To get started with YouTube Advertising, you need to follow the steps given below.

1. Create AdWords and YouTube accounts

The very first thing that you need to do is create an AdWords as well as a YouTube account.

2. Create a video that you want to advertise on YouTube

Keep the video that you want to advertise ready beforehand to avoid last minute confusions and chaos.

3. Upload your video on YouTube

Upload the video ad that you want to advertise as a public video on your YouTube Channel.

4. Set up your campaign

To set up your campaign, go to your Google AdWords Account. In the AdWords dashboard, click on the +Campaign Button.

Campaign

And then select the video option from the drop-down menu.

Video Campaign

5. Name your campaign

The thing that you should do is to name your video campaign and in the “Type” option choose “Video” from the drop-down menu.

YouTube Name Your Campaigns

6. Choose your Ad Format

You have to be very careful while choosing the type of Ad format that you want. As the different Ad formats have different features, so you have to be sure that the Ad format that you choose perfectly aligns with your business goal.

The type of Ad formats has already been mentioned earlier in the blog. So, choose wisely so that you can the most from the YouTube Video Ads.

YouTube Choose Your Ad Format

7. Set your Budget

Set your budget on a daily basis. And the next thing is to decide on the delivery method. You get 2 options under the delivery method. One is the Standard Method where your ads are shown evenly during the day. And the next is the Accelerated Method where your ads are shown as quickly as possible.

YouTube Set Your Budget

YouTube Set Your Budget

8. Decide the network where you want your ads to appear

It is you who is going to decide where your YouTube video ads are going to appear. You get 2 options here as well.

(i) YouTube Search

If you choose this network, your ads will appear in search results, YouTube homepage, video pages and channel pages.

(ii) YouTube Videos

Here, your Ads will appear as In-stream and Video Discovery Ads. You can also choose whether you want to display your ads before, in the middle or after the videos that are watched.

YouTube Decide Your Network

However, it is also recommended to create separate campaigns for YouTube Search and YouTube Video Network. This will help you to track the performance of your video ads in a better way.

9. Select your preferred location

Selecting and targeting your preferable location is very important to target the right audience. Therefore, you should pay a lot of attention while choosing the locations that you have to target because by targeting the wrong location would mean that you are targeting the wrong audience and this is definitely what you want.

Apart from targeting the most relevant locations, you can also exclude the locations that are the most irrelevant to your audience.

YouTube Select Your Preferred Location

10. Choose the Language & Device

After you have decided the location, it is now time to choose the language. You should be definitely knowing the Language that your customers speak.

You also have to choose the device where you want to show your video ads on.

By default, your video ads are shown on desktops, tablets and mobile devices. Click To Tweet

For more advanced targeting, Google AdWords also lets you choose the particular operating system, device and even carriers.

YouTube Choose Language and Device

11. Go to Advanced Settings

If you want to have a start and end date for your campaign, then you should go for Advanced Settings. With Advanced Settings, you can also create a custom schedule that will specify when do you want to show your video ads.

YouTube Advanced Setting Ad Scheduling

On the more, you can also set a frequency cap on your videos. This will let you can limit the daily impressions and the views from the users as well.

YouTube Advanced Setting Frequency Capping

12. Create Your YouTube Video Ad Group

For this, you first need to name your Ad Group and then insert the link of the YouTube Video for which you would like to run the Ad for. The next thing to choose is whether you want to run the Ad as an In-Stream or Video Discovery Ad.

YouTube Create Your Ad Group

If you choose the Video Discovery Ads, then you will have to include a title and a short description that is going to get displayed on 2 separate lines. Titles have a character limit of 25 whereas the descriptions are limited to 35 characters.

If you tend to choose the In-Stream Ads, you will get the option to put a display URL on the top of the video.

YouTube Create Your Ad Group 1

13. Set your Bidding Strategy

This is one of the most important things that you need to ascertain. Owing to the intense competition, you have to be very precise about your bids as it mainly decides on the exposure of your ads.

Determine the maximum price that you are willing to pay for each view of your ad. You can easily adjust the bids according to the performance of your video ads.

YouTube Set Your Bidding Strategy

14. Determine your Target Audience

With YouTube Video Ads also you get the option of targeting a lot a wide range of audience. The targeting options include:

(i) Demographic Groups

Under this, you can choose the age, gender, parental status and household income to target your potential audience.

YouTube Targeting Options Demographic

(ii) Interests

The interest targeting option is further classified into a number of options that you should consider for sure.

YouTube Targeting Options Interests

  • Affinity Audience

With this, you can reach out to people who already have a strong interest in your business. This will further let you increase your brand awareness.

  • Custom Affinity Audience

Here, you can create audiences that are more tailored to your brand or business.

  • In-Market Audience

For the In-Market audiences, you can find the audience who is actively searching for products or services that are similar to yours.

(iii) Video Remarketing

Video Remarketing helps you to reach out to viewers on the basis of their past interaction with your videos.

15. Use the Advanced Targeting Options

Apart from the above-mentioned targeting options, you can also target your potential audience with the help of the advanced targeting options.

YouTube Advanced Targeting

The advanced targeting options include:

(i) Placements

With Placement Targeting, you can target the unique channels. videos, apps and even websites.

(ii) Topics

You can target your video ads to unique topics on YouTube. Moreover, this lets you reach out to a broad range of videos, channels and websites that are related to your selected topics.

(iii)Keywords

With Keyword Targeting, you can show your video ads on the basis of certain words and phrases. Hence, Keyword Targeting is very helpful in finding the audience who are looking for a visual answer to their question. It is recommended that before targeting the keywords and phrases, you should consider a proper research and test the different keywords to get the top performing ones.

How to optimize your YouTube Video Advertising Campaigns in AdWords

Now, you are all set to launch your YouTube Video Ads Campaign. No matter how good is the performance of your YouTube Video Ads, you should know that there is always room for improvement.

There is a possibility that you are going to see ups and downs in the case of YouTube Ads. For this reason, you should know how can you optimize your YouTube Video Ads to get the most profitable results.

1. Define your goals clearly

This is perhaps the most important thing that you should take into consideration. Before launching the YouTube Video Ads Campaign, you should clearly define what type of goal do you want to achieve. Different businesses have different goals.

Some have the goal of brand awareness while some have the goal of getting more and more conversions. Understand your business goal first and then choose the YouTube Video Ads Campaign that perfectly aligns with your business goals.

2. Optimize your Cost-per-View (CPV)

The Cost per View is the amount that you will have to pay for a view of your Video Ad. the CPV varies on the basis of the length of the ad, the creative quality and targeting. It measures the competitiveness of your ad in the auction area.

You should optimize your CPV to make sure that you are not paying for more views than what you wanted or expected or to prevent your CPV from increasing over time.

Optimize the CPV by adjusting the bids as they have a direct link with the CPV. Click To Tweet

The next thing that you can do is to expand your targeting options.

Narrowing your target will lead to higher competition, which will result in higher CPV. By expanding the targets, you can make your Ads and bids more competitive and can also reduce the campaign’s overall average CPV.

To optimize your CPV, you can also improve your Ads. As strong ads lead to good view rate and as the view rate rises, the CPV falls.

3. Optimize your View Rate

The view rate is the total number of the views of your ads divided by the number of people your ads were served to. The views rate indicates how good your video ads are.

Higher the view rate, the more are the people engaged with your video ads. The view rate is one of the basic metrics that signal the health of the video ad. If your video ads have a high view rate, then you will have to pay a lower CPV and vice versa.

To optimize your view rate, you should try and focus on improving your ads. Click To Tweet

Shorter ads have a much higher view rate. Hence, if you can convey your message in a shorter span of time, you should indeed do that. Try to rotate your ads in such a way so as to avoid ad fatigue.

You should also look forward to improving your targeting to optimize the view rate. Avoid targeting the wrong audience because they will only skip your video ads. Also, avoid missing the right audience.

4. Optimize your Click Through Rate

The CTR is the total number of clicks on your video divided by the number of people your ads were served to. CTR is a way to measure how well your campaign is doing. The higher CTR means that there are more viewers who are engaged with your video ads and the more they are interested in knowing your business.

To optimize your CTR, you should add a clear Call-to-Action in your video ad. Click To Tweet

You can also mention a selling point of your business to stand out in the crowd. The next thing that you should do to optimize your CTR is to remove the low performing placements.

5. Trace the Placements with Low Performance

You can find the information about the placements of your video ads by navigating through the “Targets” tab and then clicking on Placements under “Where are my ads shown” label.

After you get the complete information on the Placements factor, you should try and edit the placements which are inefficient or low performing. Moreover, you should at once exclude these sites or placements from your Ad campaigns to prevent your CPV from increasing.

6. Use a high-quality thumbnail image

To entice and persuade the viewer to click on your Ad, you should design or probably use a high-quality thumbnail image for your video ad. Make sure that the thumbnail image is compatible with all the devices like desktops, tablets and not to forget the mobile phones.

7. Add a Call-to-Action

You should include a CTA overlay that links to a specific URL when it comes to YouTube Video Ads. You can link the CTA to a Landing Page, information page or a product page.

Adding a CTA overlay can increase your viewer engagement. Click To Tweet

8. Improve your Bidding

As the bidding strategy is one of the most important strategies when it comes to YouTube Video Ads, hence, you should consider improving your bids in order to optimize your YouTube Video Ads.

To increase the frequency of showing your ads to the interested viewers, you can consider changing your bids of the Video Discovery Ads.

On the more, if you are interested in increasing the traffic of your website or creating brand awareness for your business, then you should increase the bids on the In-Stream formats.

9. Use Video Remarketing

With Video Remarketing, you can take into account the viewer’s activity on your YouTube channel. And thereby create specific lists of the audience to retarget the audience. When you link your YouTube account with your AdWords account, then you can create the remarketing lists on the basis of how people interact with your videos.

10. Qualify the Viewers

There may be times when your ads will be seen by an irrelevant audience who absolutely have no interest in your business. To filter the interested audience, you should qualify the viewers in the initial stage only.  You can let them skip the ad if the ad is irrelevant to them. This will let you save your Ad Spend that would have been wasted if you did not give your viewers a chance to skip the video and they had to watch it in spite of not being interested.

Final Thoughts

Over the years, digital marketing has taken new forms. The digital marketing industry has been diversifying across multiple channels. In the recent years, the prime focus of the people has been shifted from televisions to computer screens.

Owing to this popularity of the video content, YouTube has become as one of the most promising platforms. As mentioned earlier, YouTube is the second most visited site in the world after Google. Hence, advertising through YouTube ads should be accepted and executed as soon as possible.

Through this blog, we have taken an initiative to make it easy for you understand all the things that you need to know about YouTube Video Advertising. Hopefully, we have succeeded in answering all your questions about YouTube Video Ads and have given you insights to be more and more better at it.

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.
Landing Page Tricks

How to Boost your Conversions with these Amazing Landing Page Tricks

A Landing Page is a unique page on your website where the visitor arrives after clicking on your ad. It is specially designed for a single focused conversion goal. Hence, a landing page is designed, written and developed with one business goal in mind.

Landing Pages are a very significant element of your PPC marketing strategies. They are the first step towards the conversion funnel. And they also have the potential of converting your website visitors into leads and sales.

You can always benefit from high converting landing pages because high converting landing pages mean more conversions, more conversions mean more customers and more customers lead to more profits.

The probability of increasing the profits increases with more optimized landing pages. Click To Tweet

Here, the question arises that, Do all landing pages have the potential of delivering more conversions?

The answer to this question is NO!

Not all the landing pages have the potential of fetching high conversions.

The difference between the landing pages that deliver higher conversions and those who don’t is the optimization process.

There is lot more to do then to just create a website, PPC ads and a landing page.

Taking the fact into consideration that there is room for improvement, almost all the elements of a PPC campaign including the landing page needs to be optimised.

In this blog post, I am going to discuss some amazing Landing Page tricks that will help you to boost your conversions.

1. Write Killer Headlines

Write Killer Headlines

Image Source: Kissmetrics

A headline is the first thing in the Landing Page that grabs the attention of the visitor and that is why they can either make or break your landing page.

Make sure that the headline is strong enough to hold their attention so that the visitors on your landing page stay for long enough to see your offer.

According to one study, 8 out of 10 people read the headline and only the rest of the two read the entire offer.

Thus, creating an attention-grabbing headline becomes relatively important.

Apart from creating a headline that grabs attention, you also need to make it as concise and possible.

Your headline should also inform the visitor, what is your product or service all about. Click To Tweet

Since the visitors land on your landing page after clicking on your ads, so to maintain a level of relevance, the headline of your ad copy and that of your landing page should complement each other.

Avoid beating behind the bush and write straightforward headlines in bold to get the user’s attention instantly.

To get a clear understanding of which headlines appeals the most, try testing several headlines as well.

2. Include Images and Videos

A picture tells a thousand words.

The visitors will be attracted immediately if your landing page has clear and appealing images.

Instead of writing huge paragraphs describing the features and benefits of your product/service, you can use images that corresponds well to your product/service.

While using pictures on your landing page, keep certain things into consideration.

The picture should be large, clear and of high-quality. Also, the picture should have relevance with your product/service. If you are selling a physical product, your landing should contain an image of your product.

To make your image more compelling and attractive, tie your headline with the image because the right image merged with the perfect content will initiate more conversions.

Not only images, but videos also have the potential of attracting visitors and then converting them into customers.

Product and service videos are a great way to attract, entertain and persuade the customers. Click To Tweet

Include Videos

Image Source: Drift

If you are selling a product, you can make demo videos describing its features and benefits along with the uses.

On the other hand, if you are selling an intangible service, then you can add an explainer video that introduces your services to the visitors.

Therefore, the images and videos make your landing page attractive appealing.

So, the more your potential customers like your landing page, the more likely they will convert.

3. Emphasize on the Benefits and the USP

In layman’s language, a benefit is an advantage or profit that is gained from something.

In a marketing context, benefits are the advantages or profits that the customers get when they use your products/services.

When the customers search for any kind of product or service, they are more interested in the benefits that the products/services provide rather than the features.

Features versus Benefits

Thus, while creating a landing page, it is always preferred to portrait the benefits of the products.

Another element that holds equal importance as the benefits is the Unique Selling Proposition a.k.a. USP.

Emphasize on the USP

Image Source: vwo.com

The USP is a factor that gives a concise explanation of your product or service, differentiates your products with those of your competitors and tells why your product/service is the best solution to the customer’s problem.

USP is something extraordinary that your product/service provides to the user. Click To Tweet

You also need to understand your target audience’s pain point and then craft an appealing USP.

4. Add Social Proof (Testimonials)

A lot of studies have incorporated the fact that majority of customers look at the product or service reviews before buying any product and the customers tend to trust the reviews and testimonials more than the product descriptions.

You need credibility so that your customers can trust the product/service that you are offering to them.

The testimonials on the landing page are one of the most important trust signals. Click To Tweet

Before purchasing the product, the customer is in a hypothetical situation and is quite confused on the trust basis.

If they see trustworthy testimonial or a review, they are more likely to get convinced by your offer.

Thus, it can be said that testimonials lead to more conversions.

You can share good quotations from your customers or clients and include their name and picture to add credibility.

It is worthy to note that while laying down the testimonials, avoid short and general testimonials like, “Highly Recommended” or “Great work”. The reason of avoiding the short and general terms in testimonials is that they are very general and tell nothing about your product/service.

Try using some engaging testimonials that actually represent the work that you did for your clients.

Thus, testimonials, social proofs and reviews are a valuable way to gain trust in future customers.

5. Minimize the Distractions

Minimize the Distractions

Image Source: Dropbox

How about your visitor gets impressed by your ad, clicks on it and arrives at your landing page.

Scans through your landing page discover a lot of stuff, finds it difficult to locate the information and the Call-to-action that he was looking for.

Gets disappointed and leaves the page without completing the desired course of conversion.

The visitor bounced back because of the presence of irrelevant information present on your landing page.

This irrelevant information is known as distractions.

Distractions are conversion killers and instead of letting the visitors focus on the conversion goal, they pull their attention away from the CTA.

The distractions pull the attention of the visitors away from the CTA. Click To Tweet

A great distraction could be the presence of multiple CTAs in a landing page. The visitor could get confused between the CTAs and end up leaving the page without even clicking on at least one CTA.

Since the landing page is created for a single conversion objective, hence you should not give your customers a lot of choice on one single landing page.

Because the more options you give to your visitors, the more internal competition you create for your CTA of that particular landing page.

If you have more than multiple offers with respect to your product/service, then creating separate landing pages for each offer is a better choice.

These ways you will be able to minimize the distractions and improve the conversions by making more precise and relevant landing pages.

Remove the irrelevant menu, eliminate the sidebars, take off the not so important images to remove the distractions from the landing pages.

6. A Strong Call-to-Action

A Strong Call to Action

Image Source: Unbounce

After a visitor appears on your landing page, it is important to let them know what they have to do next.

There arises the need for a strong Call-to-Action. They are basically the action that you want your visitors to take when they are directed to your landing page after clicking on your ad.

The Call-to-Action is the most important element of the landing page as it is the best way to make the users take the desired conversion action.

Call-to-Actions are the key to conversion and an effective CTA attracts the attention of the user and encourages them to complete the action, whether to make a purchase, complete the form, register, sign up for a newsletter or subscribe.

In order to increase the conversion rate, you need to ensure that the CTAs are effective enough.

To make the CTAs effective, you should make the CTA button clear, noticeable with contrasting colours. Also, ensure that the CTA button has a good contrast with the background colour.

Keep the CTAs short with action-oriented words that let the visitors take the immediate action. Click To Tweet

7. Create a Sense of Urgency

sense of urgency

Creating a sense of urgency in your landing page is a step towards initiating your customers to purchase your product.

Generally, it is human nature to leave out things for the last minute. Don’t let this nature hamper your conversions.

Do not let a visitor give your product/service a second thought. Persuade them to convert on your landing page as soon as they get there.

Thus, creating a sense of urgency is an effective approach that can be implemented to your landing page so that the visitors convert quickly.

You can create urgency using the time when you give your visitors a time constraint on the offer. With the time limit, the visitors start to have a feeling to act now.

Creating urgency will let the visitors take decisions quickly so that the offer is not missed out. Click To Tweet

When you add a specific time, it leverages pressure on the visitor, thus forcing them to make the decision now or lose out forever.

To create urgency you can use the following phrases:

  • Hurry! Only 60 minutes left to buy.
  • This offer ends on October 21st 11:00 AM.
  • Only 1 day left.
  • Limited Offer!
  • Don’t Miss Out.

8. Include Contact Information

Include Contact Information

To prove that you are legal and valid, it is very important to include your contact information in your landing page.

To make your landing page more persuasive and authoritative, you should include a phone number, a physical address with a map of your location, an email address along with social network links.

Another reason for including your contact information in your landing page is that you are making it more accessible for the visitors to get in touch with you.

The more available you are to your customers, the more you are inviting business from them.

You can also include a pop-up window where one of your customer representatives can ask the customers for any kind of help needed.

The contact information is a mode where the customers can trust you and your business. Click To Tweet

Sometimes, during the course of the conversion path, the customers may face some kind of confusion. If your contact information is already present on the landing page, they can easily contact you without deviating from the conversion process.

9. Be Consistent

Here, consistency implies to the fact that all the information that you provide on your landing page has to be up-to-date.

Any sort of inconsistency or irrelevance in the information of landing page can give a negative impression about your work to your potential customers.

By not updating the information on your landing page, you have just reduced the credibility of your product.

Put proper time and effort on your landing page to make sure that facts and numbers are consistent and up-to-date.

The other element of consistency is about the landing page experience.

When you update the information of your Landing Page, you should keep in mind the users’ comfort level and make sure to improve the user experience.

It is really important to regularly update and innovate the elements of your landing page. Click To Tweet

Too many changes at once can hamper the comfortability of the users on your landing page. Hence, this will decrease your conversion rates.

The solution to this problem is that you need to only make incremental changes.

Instead of the redesigning the landing page altogether, make gradual changes and improvements that educate the users in a step by step form.

10. Test Your Landing Pages Frequently

AB Testing of Landing Page

A/B testing is that process in PPC marketing that is omnipresent at almost every level.

Also, A/B testing is a compulsory step when it comes to improving the conversions with the Landing Page. Ensure that your landing page editor allows you to A/B test your landing page. This will help you to optimize each and every element of your landing page. This will further enable you to reach your desired level of conversion rate.

You can conduct A/B testing of headlines, images, CTAs, forms, designs and other impactful elements. Click To Tweet

There are certain things to keep in mind when you are A/B testing the Landing Pages.

Do not test more than one element at a time. This will only confuse you and make it difficult for you to understand which change initiated the conversions.

Also do not end your test soon. Give the test ample amount of time to run successfully. Since testing is consistent, thus do not stop testing after you get a successful return.

Conclusion

A landing page is that place where all your efforts are put into action. Landing pages are the first step towards the conversion funnel.

They help you to convert your visitors into customers. So, there arises a strong need for you to optimize landing pages to get more of conversions.

Mentioned above are certain tricks of a landing page that will surely help you to boost your conversions.

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.

Latest posts by Dinesh Thakur (see all)

Reasons Why Your Facebook Campaigns Fail

Top 10 Reasons Why Your Facebook Campaigns are Failing

Facebook has come a long way from being the largest social media network to becoming one of the ideal platforms for online advertising. Nevertheless, Facebook is one of the most powerful marketing tools. It is not only affordable but effective enough to grow your business.

As a matter of fact, a lot of marketers and advertisers have delved into Facebook Ads. They have used it to grow their business online.

Facebook Ads are one of the best and ideal marketing opportunity for online advertisers. Click To Tweet

Furthermore, a lot of advertisers have this misconception that Facebook Ads are complex in nature. But the fact is that they are of great use and are extremely powerful if you know how to use them properly.

Facebook Ads are a powerful platform for advertising, yet there are some marketers who still end up with negative ROI.

However, it is quite normal to feel nervous when your Facebook Ads are not performing the way they should. But instead of wasting all your time and energy in getting anxious, you should ask yourself where did you actually go wrong.

There can be a whole lot of possibilities of why your Facebook Ads are not working properly. You just have to identify the issue and put in your best to fix those problems.

Here are the possible reasons of why your Facebook Ads Campaigns are not performing well.

1. Wrong Audience Targeting

The most important part of your Facebook Ads Campaigns is the audience that you are targeting. There is no point of having the best ads in the world when you are targeting them to the wrong audience. They will anyways not at all work for you.

Facebook offers a wide range of audience targeting capabilities. Click To Tweet

There are still many advertisers who fail to take the advantage of the vast range of audience targeting options. They end up targeting the audience that is too small, too large or not relevant to their product/service.

Targeting the audience in Facebook Ads is quite different from that of Google AdWords. In AdWords, you keywords to build your audience. But with Facebook Ads, you start with an audience and then segment them according to the various demographics.

FB Targeting

To make sure that your ads now perform better, base your audience according to the sales funnel that you will be marketing and your campaign objective.

Just in case, if you do not have a limit for your market size, to understand how well the ads can be targeted, you can use the results from your past campaigns.

If you receive a lot of responses, shrink your targeting criteria and if you receive few responses, adjust your targeting accordingly to reach the different audience groups.

2. Targeting Too Small Audience

If you become highly picky with the targeting options, you will see that your target audience will get smaller. It has certainly become a rule that if you apply too many targeting options, your target audience will become narrow or too small and hence your ads won’t run.

Applying too many targeting options makes your audience narrow. Click To Tweet

Since, in Facebook Ads, you basically start with the audience. It is, therefore, advised to get broad and then get narrow after putting a combination of demographics and interests.

Although is pretty good to run highly targeted ads, when you get too targeted, you ultimately make your target audience narrow which in turn increases the cost of your Facebook Ads Campaigns.

The reason why your audience is too small may be because you targeted the people who were connected with your Facebook Page, people who viewed a page of your website, people who watched your videos or those people who subscribed to you via emails.

Targeting Too Small

The thing that happens here is that these people get to see your ads again and again which increases ad fatigue. This decreases the probability of getting the desired conversions.

3. Ads are Irrelevant to The Audience

You might have heard of Relevance Score if you deal with Facebook Ads. Relevance Score is a metric that tells you how interesting and appealing your ads are to your audience. It is calculated on the basis of positive and negative feedback that the ad receives from its target audience.

The more positive interactions the ad receives, the higher is the relevance score of the ad and vice versa. This score ranges from 1-10, 10th being the highest. You should also remember that the costs of your Facebook Ads Campaigns are going to go up if you have a low Relevance Score.

FB Relevance Score

People on Facebook engage with your ads in two ways, positively or negatively. Click To Tweet

When people like, comment or share your ads, this means that they are engaging in a positive way. And when they report your ad as spam or hide your ad from their newsfeed, they are engaging in a negative way.

Each of the action of the people whether a positive or negative contribution to the overall Relevance Score. The better your Relevance Score, the more are your ads shown and the less you have to pay.

If you are facing low Relevance Score, you should not worry but focus on improving it. There are certain things that you can do to improve your Relevance Score.

You can start with split testing the images of your ads. It has been noted that images have a remarkable impact on the audience. In the same way, different images can have a drastic effect on different groups and audiences. You can use different variations of the images for different groups of audience.

The next thing that you can do is to refine your targeting options. Since no one likes to see the old Ad again and again, so make sure that you refine your ads on a regular basis and do not forget to make your ads interesting.

4. Not Setting The Right Campaign Objective

Facebook Ads gives you the opportunity to optimize your ads based on certain objectives of the campaigns. The main marketing objectives that are given to you are Awareness, Consideration and Conversion.

Facebook Marketing Objective

Thus, you have to choose the main objective and combine it with what you want to optimize your Facebook Ads for. Facebook will then prioritize your ads to show them to your target audience that is more likely to take the desired action.

Hence, while setting up the initial campaign, you must make sure that you choose the right campaign objective because choosing the wrong campaign objective can have a bad effect on the performance of your Facebook Ads Campaigns.  

(I) Awareness

(i) Brand Awareness

Brand Awareness Objective

This objective is better suited to those store owners who are looking forward to increasing the brand awareness of their business. This campaign objective is optimized to look to reach as many people as possible who will pay attention to your Facebook Ads. The main goal of this type of campaign objective to get as many impressions as possible.

To reach as many people who are more likely to pay attention to your ads and furthermore increase your brand awareness, you should use this type of campaign objective.

(ii) Reach

Reach Objective

This is similar to the objective of brand awareness. The reach objective is designed to show your ads to a maximum number of people in your audience. This objective allows you to put a cap on the frequency on the ads and they are less likely to be shown to the same people.

Here, your ads are optimized for impressions and not the actions to be taken. This objective is particularly useful if you have a small audience size and wants everyone to see your ads. On the more, you can have a control on how regularly the audience sees your ads with the help of frequency capping control.

(II) Consideration

(i) Traffic

Traffic Objective

If you want to send the people from Facebook to your website where they do not have to take any specific action like filing a form or signing up, this is the best objective that you can choose from all the available options. This objective focuses on bringing more visitors to your website. It is also very useful if you are looking forward to promoting content mainly the blogs.

(ii) Engagement

Engagement Objective

This objective is ideal for giving your Facebook Page a boost. They show your ads to people of your target audience who are most likely to like, comment and share your posts. Furthermore, this is the best objective type when you if you want more exposure for your page content.

(iii) App Installs

App Install Objective

This objective comes into action when you want to people to install your app. If you want to get as many downloads as possible to increase your app store ranking, the app install objective is a great way to start.

(iv) Video Views

Video View Objective

As a matter of fact, the video content is becoming more popular as the days are passing. Owing to the increasing popularity and demand of videos, the video view has now become a marketing objective in Facebook Ads. This comes handy if you want people to watch your video.

(v) Lead Generation

Lead Generation Objective

The Facebook Ads that have the lead generation objective is displayed in the newsfeed and are direct clickers that are directed towards the lead form for collecting the contact information. This is one of the best ways to build a great database for your email marketing campaigns. You can also use it to create a form to collect the information of the of people.

(III) Conversions

(i) Conversions

Conversion Objective

This is one of the most important objectives if your aim is to increase the sales or complete a particular conversion oriented action. Here, your ads are optimized to get you the most conversions.

(ii) Product Catalogue Sales

Product Catalogue Sales

This objective is perfectly designed for the eCommerce stores. This campaign objective will allow you to display your product variety. With this, you can create ads that automatically show products from your product catalogue based on your target audience. This comes in use to show product-specific remarketing ads to people after they have viewed the product on your website.

(iii) Store Visits

Store Visits Objective

If you want to promote your multiple business locations to people who are nearby, you can use the store visits objective. This allows the people who are near to you, reach your store location.

5. Images Have Lots of Issues

The newsfeed of Facebook is indeed a very crowded place. The moment you open it, you get to see hundreds of images at once. Hence, to stand out from the crowd, you have to use an image that grabs the attention of the user instantly.

The image you choose should correlate with your ads and the offer. Click To Tweet

There is another aspect as to why you should use the perfect image. A majority of people use Facebook as a medium of social interactions. They are so busy rolling over the pictures of their friends, relatives and even acquaintances that they simply ignore your ads. They are least interested in viewing an ad that has a poor quality or irrelevant image.

Furthermore, when it comes to Facebook Ads, there are a lot of rules with respect to the images. The most common rule is the 20% Text Rule. According to the Facebook Standards, the images in your ads can only have 20% of the text which includes the logos, the slogans, watermarks or any other text that is there on the image.

You just can not have an image for your ad that is full of text. Click To Tweet

Ad Copy 1

However, there are certain exceptions in the case of images. The 20% Text Rule is not applicable to the Product Image, Book and Album Covers, Games and Event Posters. Facebook also considers Magazine & Newspaper Covers, Movie & TV Show Poster, Charts as well as Graphs the exceptions of the 20% Text Rule.

Having a small image is also a problem. This is basically for the sidebar ads that have a relatively small area. You are going to lose a lot of detail. Your image will also look inappropriate if you try to shrink the image. It will look like a mess when you compress it.

It is true that some images work perfectly fine even when they are compressed. But it might not be the same for all the images. So it is always recommended to preview your image at a small size to make sure that it finishes.

6. Facebook Ads and Landing Page Do Not Correlate

When the visitors click on your Facebook Ads, they are directed towards a page that is specially created to complete the conversion objective. This page is popularly known as the Landing Page.

Just like the Facebook Ads are important for the advertiser, in the same way, the Landing Pages are also essentially important. Suppose you just wrote your best Facebook Ad that was highly engaging. The visitors are highly impressed by it and hence clicked on your Ad after being attracted by the offer that you mentioned in your Ad.

However, when the visitors were directed on your Landing Page, they could not trace the offer that you had mentioned in your Ad. feeling disappointed, they bounced back from your website without completing the conversion goal.

Make sure that your Facebook Ads and the Landing Pages perfectly correlate and match. Click To Tweet

Taz Plumbing Services

Taz Plumbing Services Landing Page

On the more, if you are running a conversion or traffic campaign but then if your campaigns are not being followed by a good landing page, your visitors are going to leave without giving a second thought.

A lot of advertisers have this misconception that the Landing Page experience does not affect the Cost Per Click of the Facebook Ads. This is highly untrue. Having a bad landing page experience can actually reduce your Relevance Score that will increase the CPC of your Facebook Ads.

There are other reasons as well that lead to the bad landing page experience like having different Call-to-Actions in the Ad and Landing Page, not having a CTA at all, the message targeting everyone and not the particular audience, using unclear USP, giving poor mobile page experience and using no or wrong images.

7. Poorly Written Ad Copy

Facebook Ads do not give you a lot of space to give a detailed description of your product/service. You just have 25 characters for your title and 135 characters for the description. Precisely, you have a lot to say with just a little space. To make sure that your ads become highly productive, you have to use the characters as effectively as possible.

Use the character space effectively to make your ads highly productive. Click To Tweet

Just like the images are a very crucial factor for your Facebook Ads, in the same way, the Ad Copy is also a very important factor. The Ad Copy is a super important element in convincing your audience to take the desired conversion action, whether it is clicking on a link, watching a video, signing up or making a purchase for some product.

(I) Boring Headline

The most important element of the Ad Copy is the headline. Generally, the people surfing through Facebook are in a hurry and they just do not have the time to read your entire Ad. They just scan through the text, especially the headline.

On the more, you have to make sure that the headline of your Ad Copy is attention grabbing and not at all boring. Sometimes writing a simple and direct headline featuring your best keyphrase can work well.

(II) Not Having A Clear Value Proposition

You might be knowing that Facebook does not give you a lot of space to put as much of text as you like. Thus, you have to act smartly and include your value proposition in the available space. You have to give substantial time in figuring out what the people will get after clicking your ads.

While figuring this out you have to make sure that your value proposition is something that your potential customers need and something that they can easily get by clicking your ads.

To make the best headline, you have to manage to include your USP in it. Click To Tweet

(III) Ad Text is Not Appealing

If your Ad Text is not appealing, no one can save your Facebook Ads Campaigns from falling apart. What is the use of putting in so much of time, effort and money, when you are just writing a boring Ad Copy that no one actually cares about?

Consequently, you should know what it takes to write an attractive Ad Copy. To write an Ad Copy that is good enough to increase your conversion rate, you should first devote your time in understanding your audience.

Understand the intent of the buyers to make your Ads appealing. Click To Tweet

Once you have found your core buyers, you can easily see what their problems are and create an offer accordingly to help them solve their problems. Ensure that the Ad Copy is short, clear, precise and easy to follow.

(IV) Too Long Ad Text

This is another common and overlooked mistake that a lot of advertisers make while writing the Ad Copy. You have to understand that generally, people do not have the time to read a long text about the benefits and features of your product. They just need to have a quick understanding of whether they should click on your Ads or not.

Regardless to say that if you want to increase the engagement of your ad, you should ensure that the Ad Copy is short, clear, precise and easy to follow.

(V) Having No or Wrong Call-to-Action

It may be true that after having a great image and super compelling text, your ads might still not perform well. The reason being is that your Ads may either have a wrong CTA or no CTA at all.

If you yourself are unclear about the action that you would like the people to take, they will just move on to the next post in their news feed.

If your potential consumers are attracted by your ads and are ready to convert as well, the next thing is the CTA that they will look for. The moment they find the CTA, they will convert otherwise they will just move on.

Hence, by not including a strong and compelling CTA, you just lost a bunch of potential consumers who were on a verge of converting.

The above was the case of having no CTA at all. The next case is when the advertisers put in the wrong CTA. You might have heard the saying, “No information is better than having wrong information”.

By having no CTA your potential customers have just swayed away. But when you have a wrong CTA, that will lead them to click on your ad. This will cost you some amount.

Moreover, your visitors will get disappointed when they get directed towards your Landing Page because of the wrong CTA. Thus, they will bounce back.

Your Facebook Ads should include a CTA that highly correlates with your Ads & the visitors. Click To Tweet

(VI) Ads are Stale

You should be very careful about the staleness of the Ads while advertising on Facebook. There are a lot of experts who believe that the Ad becomes stale in a span of 2-3 days. So in order to prevent your ads from coming under the stale banner, you should consistently revise your Facebook Ad Campaigns to get more attention of your potential visitors.

If you are running Ads that are especially for certain holidays, you should make sure to turn them off after the holiday gets over.

8. Ads have been Wrongly Placed

There is a function in Facebook as pertaining to the placement of the ad. On the more, by default Facebook recommends displaying your ads on all the available placement opportunities. While some placements might prove to be good for your ads, there may be times when some placements might not just work for you.

Ad Placement directly affects the cost of Facebook Ads. Click To Tweet

If you are not placing your ads correctly, then it is quite obvious that your ads will not perform as they should have been.

When the Ad Placement is considered, it is not just the desktop or the mobile that is talked about. Placement options in Facebook Ads also include the Facebook News Feed, Mobile Feeds and Audience Networks as well.

Facebook Ad Placement

You can conduct A/B testing of the placement options to find the best placement that works for you. Choose those placements that are the most appropriate for the ad type that you are creating, the objective that you are trying to achieve and the audience that you are targeting.

9. Ad Frequency is too high

Just imagine that when you log in to your Facebook Account, you are shown the same Ad again and again. You get frustrated while seeing the same ad and out of frustration you just report the Ad as spam. The same could happen to your Ads as well.

The Ad Frequency is the measurement of how often the average user of your audience sees your ad. Click To Tweet

As an advertiser, you should better know how many times you are planning to show your ads to the user so that he/she can take the desired action.

FB Ad Frequency

You should understand that Facebook Ads are interactive. In the sense that the people can submit feedbacks and it can be both positive and negative. However, positive feedbacks can enhance your Relevance Score while negative feedbacks can actually drag your Relevance Score down.

Maintain your Ad Frequency in Facebook at a medium level. Having too low Ad Frequency would mean that you are missing a part of your audience. Having too high Ad Frequency would mean that your audience is seeing your ad more often than necessary. A high Ad Frequency leads to Ad Fatigue. It is a symptom where the people see your ads multiple times.

If someone sees your Ad more than 3 times but still does not click on it, then there is a high probability that the person is not interested in your Ad. This makes you deliver the ad to the uninterested audience and you start losing money. The best way to prevent Ad Fatigue is to set up optimization rules based on the frequency of the Ad.

10. Conducting Inappropriate A/B Testing

A/B Testing is the life blood of any Facebook Ads Campaign. Even a slight change in the Ad Copy, image or the targeting options can increase your conversions. Experiment with the Ad Copy, targeting options and other elements as well.

A/B Testing is the only way to determine whether Ads are effective in the best possible manner. Click To Tweet

However, there are certain advertisers who could be doing A/B Testing on Facebook the wrong way.

(I) Conducting A/B Testing Too Early

If you think that it is very appropriate to test your ads just one day after you have actually launched is typically a bad idea. Let your Ads gather enough impressions and clicks.

(II) Testing Too Many Variations at One Time

This is no brainstormer. If you test many variations of the Ads at one time, you will not get the significant conclusions. Testing more than one variation will lead to a complex data that will be hard to interpret. However, it is quite difficult to get the results for a multi-element test. Decide which element do you want to test and then conduct the A/B test.

(III) Stop A/B Testing At All

This is particularly the most overlooked mistake. The advertisers do not even realise that they have made this mistake. When they find out a certain image or headline that is working for them, they just stop the A/B Test. There is always room for improvement.

Even if you have found the most productive headline or the image, you should never stop conducting the A/B Test. This is so because if you stop conducting the A/B Test, you are stopping all the opportunities that could have made your ads even better.

Final Thoughts

It is true that as Facebook has a plethora of features, targeting options and what not. And so, it becomes quite a challenging platform for a lot of advertisers and marketers. But you should certainly not lose hope and do not even think of giving up. If you have a strong understanding of the basics, you can easily turn the negative factors upside down.

These were the top 10 reasons that were resulting in the failure of your Facebook Campaigns. Hopefully, this post gives you valuable insights and important to detect the reasons that were making your Facebook Campaigns fail and find a proper and effective solution to reverse their action.

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
AdWords Tips for Startups

The Best Ways for Startups to Use Google AdWords

Google AdWords is one of the well known online marketing platforms in the world and for this reason, it could be the best source of growth for your startup.

Many advertisers, especially those of the startups fear AdWords of being too expensive and complicated. However, the reality is a bit different.

AdWords is one of the most cost-effective advertising platforms. Click To Tweet

As a startup, you need to find new ways to use Google AdWords to its optimal level so that you that it can prove to be an effective platform for you.

If you are a startup and looking forward to using Google Adwords as an online advertising platform. You have landed on the right page for here I am going to tell you the best ways by which you can use Google AdWords.

1. Start with Search Network Only

Search Network Only

The Search Network Only Campaign also known as the Search Campaign appear when people search for terms that are relevant to the keywords of your ads.

For example, if you sell Laptops then the Search Campaign will only show your ads to the potential customers when they will be searching for Laptops.

Although AdWords offers a variety of campaign types, most of the advertisers recommend Search Network in the beginning.

Search Campaigns show your ads to people who are actively looking for the products that you offer. They are focussed on getting the right people to click on your ads.

Since you are just starting with Google AdWords, it is advisable to keep things simple rather than complicating it.

Search Campaigns are the best option for you if you are limited by budget. Click To Tweet

Because this format is more likely to increase your conversions.

Once you have mastered the Search Campaigns, you can switch onto the Display Campaigns to boost your visibility and exposure.

2. Select Right and Relevant Keywords

keywords-relevance

Without any doubt, keywords are the building blocks of any AdWords Campaigns.

Keywords are those words and phrases that match customer’s search.

Most of the first time users assume that they already know what keywords their customers are using to look for their products. Probably, this is one of the primary mistakes they do.

Relevance and user intent should be kept in mind while targeting the keywords. Click To Tweet

There are certain tips that you should use while targeting keywords:

(I) Think like the customer.

While creating a keyword list, the first step is to think like a customer. Imagine what your customers would search for. By doing this you will come up with the right keywords that hold relevance with the intent of the customer.

(II) Group your keywords by themes

Create different themes for the different type of product/service you sell.

(III) Be specific in choosing the keywords

Avoid using terms that are too general. Often the single terms are more generic whereas two or three-word phrases are more targeted.

(IV) Use different variations of your keywords.

Your customers might use different terms for your product/service. So always list variations in your keywords.

(V) Use the Keyword Planner.

To get ideas for your keywords and to expand your keyword list, you can use the Google Keyword Planner. It helps you to come up with new ideas for effective keywords.

3. Employ Negative Keywords

Employ negative keywords

Negative Keywords play a very crucial role in any AdWords Campaign to get you the right type of traffic based on the goals of your campaign.

Negative keywords that prevent your ads from being triggered by irrelevant search queries. Click To Tweet

Furthermore, they help you to save your ad spend which would have been wasted by irrelevant clicks.

By reducing the irrelevant search queries, the negative keywords only attract highly relevant search queries. This increases your CTR, improves your Quality Score and reduces your Cost per Click.

negative keywords

To find new ideas for negative keywords, you can use the Google Search Term Report. It will show you what actually the users were searching for when your ads were triggered. Not only it will allow you to exclude irrelevant words but it can be a great medium to know your customer’s search.

4. Create Compelling Ads

compelling-ads

AdWords gives you a lot of options to reach your potential customers but the most common option is that of the text ads that show up next to the Google Search Results.

Every AdWords Ad text has a headline that plays a significant role in grabbing the attention of your customers. Then there is the web address called the display URL where your customers will land after clicking on your ad.

The text ads are concluded by 2 description lines, which you can use to make your ad stand out and let your customers know exactly what they can do on your website once they click on your ads.

When coming up with your headline think of what makes you stand out from your competitors. Click To Tweet

If you have something special to offer, like a discount or a promotion, then make sure that you include it in your ads to let your customers see it.

Match your ads with the landing page. When someone clicks on your ads, they should be taken to a landing page where they can find the product/service that your ad promised. The easier you make it for customers to find what they are looking for, the more likely they are to make a purchase. 

To know more about writing compelling PPC Ads, read How to Write Outstanding PPC Ads Text.

5. Choose Manual Bidding

Manual CPCBidding

Manual Bidding, as the name suggests, you can make bid adjustments manually.

This type of bidding gives you maximum control and enable you to make swift changes. You can either increase or decrease your bids on the basis of a number of factors like the keyword performance or the ad position.

Manual Bidding also gives you the opportunity to get very granular with the bids. Click To Tweet

In the automated bidding where the bidding strategies and operations are automated and you are left with no or less control over your campaigns. Also with automated bidding, there is a lack of flexibility of time which leads to delay in bidding decisions.

Hence, manual bidding is thought of as an ideal bidding option in AdWords because you can maintain complete control over your bids and budget, make changes as and when required without having a delay. And there is no extra investment needed for the third party tools.

6. Setup Conversion Tracking

In AdWords, understanding which keywords, ads, and landing pages are working and which are not, is very important when ascertaining the performance of the AdWords Campaign.

Many advertisers are confined to track the performance till the click level. They know how many clicks they got and how much they were charged for each click, but they fail to know whether these clicks were of any use to them i.e. did these clicks initiated the conversions or not.

Why confine yourself to clicks when you can get access to track all the metrics of an AdWords campaign?

Here, Conversion Tracking comes handy, it is a method that enables you to know where the conversion came from and what initiated the conversion.

Implementation of conversion tracking should be a high priority. Click To Tweet

Conversion Tracking is important for you because it shows you the exact position of your campaigns.

With the help of conversion tracking, you can easily find out what’s working or what’s not working for you. Hence, you can optimize your bids and budget accordingly to maximize the revenue from your AdWords Campaigns.

Conclusion

Being a startup, it is obvious to be a little anxious and nervous while setting up your first AdWords campaigns.

But once you have the basics down and know the best ways to use Google AdWords in the right manner, it can really be fruitful for you in terms of revenue.

So, I hope this article was useful to help you kick-start your AdWords campaigns and reach your goals as soon as possible.

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.

Latest posts by Dinesh Thakur (see all)

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.

Latest posts by Dinesh Thakur (see all)

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.

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.

Latest posts by Dinesh Thakur (see all)

Segment your audience with Remarketing 1

A Complete Guide on How to Segment Audience with Remarketing

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

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

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

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

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

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

Benefits of Remarketing

1. Connects to your Audience

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

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

2. Highly Targeted Ads

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

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

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

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

3. Increased Conversions

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

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

4. Higher ROI

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

 

The Basic Remarketing Setup

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

30 Day Audience

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

Basic Remarketing Set Up

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

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

Remarketing Set Up 30 Day Audience

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

Remarketing Set Up 31 Day Audience

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

Have you ever thought of optimizing this remarketing strategy?

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

Audience Segmentation by Behaviour

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

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

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

Remarketing Set Up-Behavior

1. Not Interested

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

2. Interested

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

3. Buyers/Converters

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

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

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

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

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

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

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

Remarketing Set Up-Interested

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

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

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

Audience Segmentation by Time

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

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

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

Remarketing Set Up-Visitor Behavior

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

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

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

Remarketing Set Up-Bids

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

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

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

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

For example, You can send a

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

Remarketing Set Up-Preference

2. You can bid differently over time

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

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

Remarketing Set Up-Bidding

Don’t forget the Buyers/Converters

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

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

Remarketing Set Up-Similar Audience

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

A Similar Audience looks like this in AdWords.

Similar Audience

Show Ads Occasionally

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

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

Remarketing Set Up-Interested Visitors

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

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

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

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

Segment the INTERESTED audience

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

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

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

  • Add Product
  • Cart
  • Checkout

Remarketing Set Up-Interested Behavior

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

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

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

Visualize your Remarketing into practice

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

Creating Remarketing with AdWords

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

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

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

Remarketing by Behaviour

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

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

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

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

(ii) Visualizing Remarketing for Interested

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

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

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

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

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

(iii) Visualizing Remarketing for Not Interested

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

Remarketing by Time

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

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

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

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

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

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

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

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

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

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

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

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

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

All visitors in the

  • 7 days
  • 15 days
  • 30 days

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

People on your

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

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

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

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

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

Remarketing at practice in AdWords

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

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

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

Remarketing Set Up- Cart and Checkout

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

Create Custom Combinations of

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

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

Remarketing part 1

Then add this audience to your Ad Group.

Remarketing Part 2

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

Remarketing Part 3

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

Creating Remarketing with Facebook

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

Facebook Ads Manager

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

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

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

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

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

Remarketing by Behaviour

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

(i) Not Interested

(ii) Interested

(iii) Buyers/Converters

(i) Visualizing Remarketing for Buyers/Converters

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

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

Custom Audience 1

(ii) Visualizing Remarketing for Interested

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

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

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

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

Custom Audience 2

(iii) Visualizing Remarketing for Not Interested

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

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

Remarketing by Time

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

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

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

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

All visitors in the

  • 7 days
  • 15 days
  • 30 days

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

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

Remarketing at practice in Facebook

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

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

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

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

Remarketing and Google Analytics

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

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

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

Who are the Interested Visitors on Google Analytics?

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

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

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

The Time Spent on the website

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

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

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

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

Session Duration

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

Page Depth

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

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

Custom Report Creation

1: Sign in to Google Analytics

2: Navigate to your view

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

Custom Report 1

4: Click Customization > + New Custom Report

Custom Report 2

5: Enter a Title

6: Click +Add a Report Tab (Optional)

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

8: Define your dimensions and metrics

Custom Report 3

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

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

11: Click Save

Custom Report 4

 

Analytics Remarketing List

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

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

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

Admin Panel

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

Analytics Remarketing

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

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

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

Analytics new audience

analytics audience

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

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

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

Analytics audience 2

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

Analytics audience 3

9. Click Apply

The User Behaviour

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

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

Spending Budget

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

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

Final Thoughts

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

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

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

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

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.