Tuesday, June 25th, 2013
Small businesses are encountering with many challenges while managing their AdWords campaigns. Such small businesses have limited budget, their website is not optimized and also, many people don’t have clear understanding of Google AdWords. I truly believe that you should do your homework before hiring an external help. Let’s have a look on six biggest mistakes, which I have noticed over and over again in adwords accounts of small businesses owners
- Creating one AdWord campaign with one ad group for all targeted keywords- It is a common mistake committed by most of the small businesses. They create the entire campaign with just one ad group and include all their keywords, which surely means waste of time and money. The success of any AdWord campaign relies only on the relevance. There are many such industries who have been using AdWord from last many years. They have set up their campaigns with properly tested messages for each keyword. If you will try to put all your keywords in the same ad group, you will surely lose your business and your rivals will walk away with all qualified clicks.
- Tight budget- Being limited budget is the other concern area to watch out for. It is also an easy thing to correct if you’re a small business man. Campaigns, having ‘limited by budget’, points to a situation when your budget limit is being reached on a somewhat before the midnight. When your budget limit is reached to that point, your ads will be stop showing until midnight when you again reset your budget. Usually, ‘limited by budget’ status is directly related to high positions and a small budget limit. Generally, small businesses owners think that being coming at the top slots is all that important. However, in Adwords, it works in a different manner. When you are a small business, you shouldn’t show much concern towards the visibility. The entire focus should be on the conversions and ROI. You will not get conversions out of visibility. The key point here is clicks. It is important to get as many as clicks out of the initial budget. In case of ‘limited by budget’ campaigns, the campaign stops being shown at midday and you may be visibility somewhere at 4th or 5th position. If you will lower the bidding, your position and CTR (click through rate) will also fall but you will pay less per click. You will not early reached to your budget limit and you will be able to get more clicks as a whole.
- Using only broad match- If you will only use broad match keywords then you’ll end up giving Google more money than you should actually give. Usually, small businessmen don’t know that keywords in Adwords come in different types.
The standard match type is ‘Broad Match’, which lets Google to show anything that they find remotely relevant. A keyword like packers services in Broad Match can show your ads against any of the below queries-
- packers services
- how to avail packers services
- packers and movers services
- packers services for office
- packers services for residential
In order to ensure that you are getting only relevant clicks, you should use Broad Match Modifier instead of Broad Match
- Making frequent changes in the ad campaigns- There are some people who have the habit of making frequent changes in the ad campaigns. However, if you will keep making changes in your adword campaigns, you will never able to generate desired results. By making frequent changes, you will be unable to achieve the statistical significance. However, it does not mean that you should not optimize your account. It is important to optimize your account but making daily changes will not take you anywhere.
- Misappropriate use of conversion tracking- The real problem starts when you implement the conversion tracking code on each web page, including the actual contact form page or another individual page and you mistakenly considered the conversions for real statistics.
- Ads aren’t written to suit adwords format- It is quite a challenging task to write the ads in the Adwords format. Adwords aren’t meant for full sentences. Always write small sentences by judiciously choosing your words.
Friday, March 22nd, 2013
Multilingual pay per click (PPC) is an online system of advertising, whereby advertisers bid on keywords in multiple languages and when an internet user searches something by using those keywords, the advertisement will shown on the page. EBriks Infotech has come up with some great tips to launch a successful multilingual PPC campaign.
15 Tips To Watch Out For While Launching Multilingual PPC Campaign:
Launching a multilingual pay-per-click (PPC) campaign is an effective way to build an online presence in other country. Due to the shortage of resources and budgets, many companies face problem in creating multiple versions of their website in different languages, but through pay-per-click, advertisers can efficiently reach out to bilingual audience online. EBriks Infotech has come up with some useful tips to launch a successful multilingual PPC campaign-
- Understand your target audience- It’s obvious to understand target audience and many of you might wonder on importance of covering this point. However, when we are worrying about localization, we have to keep in mind that we are required to ‘localize’ our understanding of customers also. They are living or operating in an environment where they have different rules and business practices and therefore, chances are high that they can be fundamentally different from each other.
- Get your content translated- The success or failure of any multilingual pay-per-click campaign relies on translations. The translation quality plays an imperative role and therefore, it should get most attention and consideration. Many advertisers commit a mistake of translating ad copy in a literal meaning without thinking about localization. As a result, native speaker gets confused in ad and landing page. Get the help of a translator who can read the content in English and then translate the same in the language of your choice, keeping intact the soul of the content. Getting your translated copy checked beforehand by a native speaker is a good idea.
- Pay attention towards local search engine also- If you are targeting a market where there is already a popular local search engine then it is worthwhile to have your PPC campaign set up to suit that particular search engine.
- Leverage benefits of excising campaign structure- Campaign structure plays a crucial role in multilingual pay-per-click initiative. No matters how many languages you are targeting, it is essential to keep your campaigns and ad groups separated from each other on the basis of language. Leverage benefits of your well-organized English targeted campaign structure. To create a campaign in other language, duplicate your English campaigns structure (not your keywords) and then modify your keywords, ad text & landing pages in accordance to the language.
- Make sure your benefits are still relevant- You have the perfect knowledge of your product but can you say the same thing about your customers also? Try to put yourself in your customer’s shoes and then check the worthiness of your products or offers from their point of view.
- Know your competitors- Some people may doubt on the relevance of this topic but it is one of the most common reasons of failure of campaigns. Customers may love gauging on chocolate cake but did you know that there are already such people in the market who are making cakes at much lower price than yours. So, it is advised to know your competitors before moving ahead.
- Keep a close tab on your campaign settings- The AdWords system looks at a user’s Google interface language setting in order to check whether it matches one of the languages that your campaign targets or not. If your campaign only targets “French”, then your ads will only shown to users who have designated “French” in their google account. Similarly, if the user is searching on Google.in then by default, language will be English. If you are targeting users of varied nations but they speak one common language, then you should set your AdWords campaign in order to target their language. It is possible to target more than one language by changing your campaign settings.
- 8. Conduct thorough multilingual keyword/phrases research- It is best to do a thorough multilingual keyword research in order to find out the best targeted keywords.
- Quality landing pages- In order to maximize relevance and effectiveness of your campaign, it is required to translate and localised both your paid advertising & landing pages. So, if your ad text is in Spanish then your landing pages should also be in Spanish. Here, one thing you should keep in mind that landing page localization does not just stop here as incorporating culturally relevant colours, images and designs should also be considered in order to increase efficiency.
- Check offers of competitors- Make sure your promotional offers are making sense. 30 per cent off may have no impact if everybody is giving the same thing in the target market. Your free delivery idea may not work if others are also not charging for delivery.
- Analysis and reporting- You should monitor and manage your campaign through web analytic. On the basis of results, you can modify bids, ad texts, keywords as well as landing pages. Continuous monitoring and improvement is essential to optimize your campaign.
- Be ready to get different conversion rates in different countries- Almost all PPC campaigns are optimized on the basis of expected conversion rates from specific areas. However, here you should keep in mind that the conversion rate could vary in each locale. It is not possible to get the same conversion rate and clicks in USA which you have in UK.
- Non-English markets are tough- We often conclude that non-english markets do not have the same kind of pressure or competition which you will see in English markets, like USA, UK, etc. But it is not true as non-english markets are same competitive as English markets.
- Avoid translating keywords- Translation may work for content but do not avoid this tactic with keywords/phrases. Keywords are a short description of what people are basically looking for while they go online. This comprises, market trends, buying habits, language localisation, etc. It is best to keep your keywords away from translation.
- Implementation- Once you have done with all preparation work, the campaign can be launched. Choose correct region/language settings. Geo-targetting tools in AdWords give you a chance to display specific ads only to users of specific location.
Monday, March 18th, 2013
There are some of the important metric that we consider useful in our PPC campaigns, but they should be thoroughly checked and viewed before making any decisions, as the alone dependency on them may lead to uninformed decisions. A few of these are quality score, average position, time on site, etc.
There is no doubt that search marketers cannot make decisions without any data. It is only data, which helps marketers in raising bids, changing ad text and pausing keywords. There are many misleading metrics that lead to wrong decisions.
Let’s study these misleading PPC metrics that could cause misinformed decisions.
- Impression Share: It may offer inaccurate snapshot of PPC campaign’s performance. Impression share does not take into account your optimization efforts and thus, may be inaccurate.
- Time on Site: Though this metric was useful a decade back, when the traffic was sent to the homepage, but now this metric is becoming increasingly irrelevant, especially with campaigns with site links that send people to the most relevant page of the site. Tools, like Google Analytics also do not give accurate information, related to this metric.
- Average CPC: Paying attention only to CPC can cause to overestimate or underestimate. Average CPC only tells you a part of the story.
- Average Position: Average position can also throw you out of track, like average CPC. When a decision is based on average position, the number of competitors bidding on keywords, ads showing up on SERPs and other metrics should also be included.
- Daily Budget: Though it is not a metric, but it is one of the important points to take into consideration, as Google and Bing take your daily budget caps less seriously.
- Conversions Rate: There is no doubt that it is important to keep an eye over conversion rate, as it tells you the number of visitors converting into customers. But, it may depend upon business model. There are several factors, like margin of products sold and how to value different conversions that should be pondered over for day-to-day management.
- CTR: Click-through-rate can be manipulated by your SEM manager by boosting the bids and getting ads in the top-position, utilizing ad text containing discounts or promotions, using sitelinks to other ad extensions. Decisions should not be made only on CTR. Instead, how it works for your business should be taken into consideration.
- First Page Bids: It can be used as guideline, but some manual bidding can help you decide where your bid needs to get on the first page.
- Quality Score: Quality score should take into consideration how keywords are affecting rest of your account. If keyword converts and is profitable, then it should be continued to use, no matter what your quality score is. Do optimize and raise your quality score, but it should not be the only factor.
What You Should do to make your Pay Per Click – PPC Campaign Successful
Tuesday, January 22nd, 2013
Google AdWords Changes in 2012
Google has shown few big changes in its search engine algorithm and Google Adwords to help users to the best. A few of the changes introduced in Google Adwords are overhauled location targeting, dynamic search ads, enhanced sitelinks, offer extension, mobile application extension, etc.
Google is continuously making changes in its search system to help users at it best. It has now brought changes in the ad formats and adwords settings to introduce new profile tests.
Let’s throw light on few major changes introduced to Adwords in 2012.
Google Shopping and Product Listing Ads: Google product search was a free tool that allowed anyone with a merchant centre account to include the product in their respective listing. Now, all these results are called commercials and powered by product listing ads. These ads appear as a band of sponsored images with product pictures, price and other details. In addition, there are certain product searches that would take the place of right column of search results with relevant details and links.
Overhauled Location Targeting: An immense change is seen in location targeting with a new location targeting tool and other sophisticated options. It would be more relevant to retailers with limited services areas and organizations that target specific areas. ZIP code targeting is the major change introduced.
Dynamic Search Ads: The new changes brought about will automatically crawl you site, if you want to pay focus at dynamic search ads. The major areas to be looked at are logic defined and dynamic ads created. It would be helpful in quickly adapting to the changing inventory.
Enhanced Site links: Organic search and paid search are becoming good competitors. Paid searches appear above the organic results. Google brought enhanced sitelinks to create a block of five ads in the premier location. The search engine looks for text ads, matches the site links for the campaign.
Offer Extensions: Like a sitelink, Google offers extension adds an offer below the text. These offers are visible, when the ads are in the top position.
Dynamic Display Ads: The concept of dynamic display ads is introduced. The ad is a template whose features products depend upon the place, where the ad is displayed. Just like dynamic search ads, it would automate the advertising process. It would definitely improve the scaling ecommerce display.
Mobile App Extensions: Google has improved upon the application market by bringing in marketer friendly applications and thus, have helped advertisers looking for the promotion of application for download with new mobile application extension.
AdWords for Video: YouTube, the search engine for videos, is one of the top 5 sites on internet. Google made the process of buying video ads simple. It brought in adwords for videos. Thus, targeting, measuring and reporting video ads on YouTube and Google Display network is made integrated on adwords.