6 Advanced AdWords Strategies To Boost Up Your ROI

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

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

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

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

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

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

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

What is ROI in AdWords?

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

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

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

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

The formula for calculating the ROI is:

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

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

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

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

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

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

=[500/1000]100 =50%

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

Advanced AdWords strategies to boost up your ROI.

1. Add Negative Keywords

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

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

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

[click_to_tweet tweet=”Negative Keywords make your ads highly specific by removing all the irrelevant search queries.” quote=”Negative Keywords make your ads highly specific by removing all the irrelevant search queries.”]

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

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

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

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

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

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

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

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

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

Resources to build negative keywords lists:

(i) Search Query Report

This is the most important resource to find negative keywords.

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

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

(ii) Google AdWords Keyword Planner

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

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

(iii) Competitor Research

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

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

To know more about competitor research, you can read our previous blog on Track AdWords Competitors with These Amazing PPC tools.

(iv) Take Analytics into account

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

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

(v) Misspellings and Typing Errors

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

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

(vi) A Thesaurus

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

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

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

2. Use Single Keyword Ad Group

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

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

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

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

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

[click_to_tweet tweet=”SKAG increases the CTR by ensuring a perfect alignment between the keywords and the ads.” quote=”SKAG increases the CTR by ensuring a perfect alignment between the keywords and the ads.”]

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

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

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

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

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

How to identify high performing keywords for creating SKAG?

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

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

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

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

3. In-Market Targeting

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

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

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

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

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

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

Why should you use In-Market Targeting?

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

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

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

[click_to_tweet tweet=”In-Market targeting allows you to target people further down the sales funnel.” quote=”In-Market targeting allows you to target people further down the sales funnel.”]

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

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

4. Remarketing List for Search Ads (RLSA)

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

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

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

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

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

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

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

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

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

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

Benefits of using RLSA.

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

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

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

How to get more from your RLSA Campaigns?

(i) Audience Targeting

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

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

(ii) Keyword Strategy

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

(iii) Ad Copy

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

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

5. Affinity Targeting

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

[click_to_tweet tweet=”In Affinity Targeting, the audience is broken down into groups of people having similar interest.” quote=”In Affinity Targeting, the audience is broken down into groups of people having similar interest.”]

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

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

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

What are the benefits of Affinity Targeting?

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

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

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

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

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

6. Dynamic Keyword Insertion

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

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

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

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

[click_to_tweet tweet=”Dynamic Keyword Insertion improves your Quality Score which ultimately increases the ROI.” quote=”Dynamic Keyword Insertion improves your Quality Score which ultimately increases the ROI.”]

How does Dynamic Keyword Insertion work?

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

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

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

This will include”

Buy Office Furniture
Discount Office Furniture
Affordable Office Furniture

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

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

What are the reasons to use Dynamic Keyword Insertion?

(i) Higher Relevancy

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

(ii) Increased CTR

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

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

(iii) Higher Quality Score

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

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

(iv) Saves Time

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

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

Conclusion

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

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

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

by Ajay Bhargava on

AdWords Growth Hacks Every Ecommerce Owner Should Know

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

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

[bctt tweet=”You can use Google AdWords to boost traffic and sales for your e-commerce website.” username=”adstriangle”]

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

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

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

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

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

AdWords Growth Hacks for Ecommerce Owners

1. Using Google Shopping Campaigns to maximize benefits

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

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

Google Shopping Ads are based on 2 platforms:

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

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

[bctt tweet=”Google Shopping Ads appear on the top or at the right side of the organic search results.” username=”adstriangle”]

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

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

Benefits of using Google Shopping Ads

Better Click Through Rate

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

Broader Presence

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

Important things to note with Google Shopping Ads

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

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

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

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

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

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

2. Use Impression Share to Increase Sales

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

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

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

[bctt tweet=”Impression share is a critical component of AdWords that is often overlooked.” username=”adstriangle”]

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

3. Landing Page Optimization

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

[bctt tweet=”The Landing Page is responsible for converting most of your visitors into customers.” username=”adstriangle”]

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

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

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

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

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

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

(i) Include a High-Quality Image

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

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

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

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

(ii) Have a Product Zoom Feature

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

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

(iii) Incorporate a Wish List to Increase Sales

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

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

(iv) Ensure to have a Product Size Chart

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

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

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

(v) State the Shipping Cost clearly

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

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

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

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

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

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

(vii) Recommend Similar Products

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

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

(viii) Use Reviews

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

The customers trust online reviews just like the personal recommendation.

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

4. Making Most Out of The Dynamic Search Ads

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

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

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

[bctt tweet=”The Dynamic Search Ads are the ones that are created by Google for you.” username=”adstriangle”]

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

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

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

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

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

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

How to Create a Dynamic Search Ads Campaign

(i) Login to your AdWords Account.

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

(iii) Select the campaign type “Dynamic Search Ads“

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

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

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

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

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

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

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

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

How Dynamic Search Ads targeting works?

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

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

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

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

Best targeting practices for Dynamic Search Ads

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

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

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

Important things to note with Dynamic Search Ads

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

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

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

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

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

5. Taking Conversion Tracking into Account

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

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

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

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

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

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

[bctt tweet=”Conversion Tracking helps you to track the keywords that lead to a particular conversion.” username=”adstriangle”]

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

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

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

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

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

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

This could possibly be a “Thank You Page”.

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

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

6. Increase Brand Awareness through Customer Match

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

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

[bctt tweet=”Customer match is a very useful strategy if you have a strong email database.” username=”adstriangle”]

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

Customer Match works in the following way:

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

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

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

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

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

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

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

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

(i) Convert Subscribers into Customers

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

(ii) Convert Past Purchasers into Future Customers

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

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

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

(iii) Revive the Seasonal Shoppers

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

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

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

I have already discussed Customer Match and RLSA in detail in my previous blog.

Conclusion

While getting the most from the Google AdWords Ecommerce Campaigns requires some time and attention in detail. It is actually worth putting that much of effort.

For e-commerce owners, Google Adwords is a perfect platform to connect interested shoppers with your products.

If you are an e-commerce owner, looking to expand your customer base and sell more products. By far Google Adwords is the best platform ever. Only the right approach and management is what that makes the difference. Hopefully, the above growth hacks were helpful enough to let you increase your e-commerce sales with Google AdWords.

by Dinesh Thakur on

How To Build A Trust Relationship With Your PPC Clients

Every PPC agency knows their clients are their biggest assets.

Without clients, there would be no purpose for their business at all.

But getting clients isn’t enough. You need to retain them and use your relationship with them to promote yourself to other potential clients.

However, this can only be done once trust is established and a relationship is formed.

In the business world, trust is extremely important, especially when it comes to forming a relationship with your clients. With trust, you will have clients for life.

[bctt tweet=”PPC agencies who build trustworthy relationships with their clients witness greater success.” username=”adstriangle”]

While expertise and skills are definitely required to construct a successful business strategy. Building trust with your PPC Clients is one of the most important factors to determine the success of your PPC agency.

As trust is a critically important in enhancing your business relationships with your clients.

Just like an old age saying, “The most expensive thing in the world is trust. It can take years to earn and only a matter of seconds to lose.”

Building a level of trust with your clients takes a lot of hard work and time.

Hence, it can be easily achieved with the help of these 6 helpful tips.

1. Understand The Business Goals and Expectations of Your PPC Clients

You just cannot deliver good results for your clients if you have no idea about their business goals and expectations.

Your clients are the lifeblood of your PPC agency. And not properly dealing with them could lead to an overall negative impact on your agency.

Therefore, perfectly understanding the goals and expectations of your clients is typically essential in building trust with your PPC clients.

From the first day itself, layout a plan for them on exactly what needs to be there to create a profitable PPC campaign.

As a PPC agency, it is your responsibility to tell the client about the possible current scenarios that is happening in the PPC world.

Apart from understanding their business goals and expectations, make a clear of what they define as success.

Generally, different clients have different definitions of success.

Some clients may want to maximize their leads, so make sure that you inform them well about the strategies and techniques that are required in creating Lead generating PPC Campaigns.

Also, it is pretty obvious that you measure the performance using the PPC metrics.

However, the client may sometimes not have any idea about these metrics.

[bctt tweet=”Take your time and help them to understand the basic PPC metrics.” username=”adstriangle”]

It is always better to clearly explain the process of account setup, running process and optimizing strategies to your clients as that will make it easier for the clients to set expectations accordingly.

2. Connect To The Clients on a Personal Level

Instead of just being another PPC agency that works for a client professionally, connect to the client on a personal level.

[bctt tweet=”Build a form of friendship with them, as it is one of the strongest interpersonal bonds.” username=”adstriangle”]

PPC marketers these days work super efficiently when it comes to targeting keywords, creating ads, bidding strategy, landing page optimization, reporting etc. But often overlook the role of customer serving agents.

After all whatever you are doing is for your client only so going a step ahead with your clients will only make your relationship with your client simpler and strong.

Instead of just being a paid worker, try going a step ahead and be friends with your clients. There is absolutely no harm in discussing anything that is outside professional terms.

The personal connections can help you to ensure that your clients are retained even though the performance level shrinks a bit because they will be more likely to be patient with you.

And since they trust you, so you can ensure them of getting the performance level back to normal again.

You can make suggestions to them and provide them with promotion based offers that do not imply to your work description.

It will make them feel that you are a part of their team and this in return will help you in building trust with your clients.

3. Communicate Effectively

Communication is the most important pillar of any PPC agency.

Not only PPC managers have to be good with numbers, analysis, planning, creativity, and marketing skills

But also they have to be good with handling clients and client communication.

[bctt tweet=”Communication allows you to build stronger client relationships that are embedded on trust.” username=”adstriangle”]

There are many simple ways of communicating with your clients like phone calls, emails, meetings, and reports.

Throughout the week, keep a track of all the work that you have been doing in the PPC account of your client.

Then at the end of the week, send them a quick updated report of what you have been doing the entire week along with the most detailed explanation.

When a client sends and emails or calls you, make sure to answer them.

Even though if you are too busy to answer at that very moment, ensure that you respond to them as soon as possible.

Because this shows that you actually care about them and build a strong trust relationship with them.

It is quite obvious that there might be some highs and lows in the campaigns.

So, in order to balance them some backup, on the spot strategies, are applied which the client is not aware of.

Therefore, communicate the situation to the client and reasons behind the application of those strategies.

There are a lot of clients that give you a specific budget and ask you to limit your work within that.

For these clients, communicate where and how the budget is implied and how much of a return it is fetching.

Make a communication plan for every client and abide by it strictly.

A clear communication is one the forceful factors that lead to building a strong trust relationship with your clients.

4. Be Transparent With Your Work

Always be transparent with your work.

Provide them the access to everything that you use. Ensure that they have access to their website analytics and online ad accounts.

It is possible that the client might make some kind of error in the website analytics or PPC accounts.

However, restricting access is not the solution.

You can keep your clients informed about the changes that you are making. This will further avoid all the confusion between your and their work.

For example, the client may edit some filters created by you without even telling you. So that brings disharmony between you and your client.

And since, you do not want that, so keep them updated with all the changes that you make in the accounts.

When your clients have full access to the website analytics and ad accounts, you show them that you trust them enough to directly have a look at the ad results.

In return, they can see that everything that you are doing is transparent and you are not hiding anything from them.

It is natural that sometimes you can miss the deadlines, the strategy is not executed properly or simply you just forgot to do make the relevant changes.

As humans, we are bound to make mistakes.

So instead of hiding them or covering up, you should tell about them to your clients directly.

[bctt tweet=”To build trust with your clients, you have to be honest no matter what.” username=”adstriangle”]

Be transparent as transparency means that you have nothing to hide.

It is always good to update them with the positive results but to bring out the negative results before the client notices is a sign of sincerity.

This will show the client that you are constantly monitoring the campaigns. And your clients will also respect the fact that you are truthful and honest towards your work.

5. Perform Consistent Reporting

Reporting is one of the best ways to show your clients that you have made a great progress.

A good report should be easily understandable by the client.

Firstly, get a hold of all the important PPC metrics that are important to your client. Then, you can provide reports telling them how have you worked on those metrics and what are the results.

A lot of clients basically do not understand the PPC terminology. So make sure that you provide a detailed explanation of all the metrics in the report.

Client reports should include the final numbers of each metric. There should be a proper explanation of the corresponding metric and the comparison of the stats with respect to the previous month.

While most of the time the clients want is the stats but sometimes they may even want to know how your PPC efforts resulted in those statistics.

For this, explaining the strategies is important.

Just before sending the reports to your clients, have a thorough look of it to see and rectify the errors.

Make your reports easy for clients to comprehend.

[bctt tweet=”Provide your clients regular and scheduled weekly or monthly report.” username=”adstriangle”]

The weekly report may be based on the basic points and the stats that were changed that week.

But the monthly report has to be more detailed and explanatory.

Reporting is another factor that builds trust with your clients because it is a way to show that you are working diligently for your clients.

6. Keep Your Promises

It is extremely easy to promise great results but failing to deliver that promise can harm the trust that you have built over a course of time.

A client has a certain expectation and you should be honest about meeting those expectations.

If the expectation cannot be fulfilled due to any reasons, clearly tell it to the client and then you can work together to find a solution to that.

To prevent the negative impression of your agency with respect to the commitments, always promise the realistic.

[bctt tweet=”Do not go out of your way and promise what is difficult to achieve just to please your clients.” username=”adstriangle”]

Always follow up your promises. If you promise you the client, that they will see an increase in their Conversions in the first month after setting up the account.

Make sure that you strategize your techniques in such a way that the promise you made is fulfilled. That is how to gain trust and confidence.

Final Thoughts

Ultimately, maintaining a strong trust relationship with your clients’ means that you are delivering what you are promising. Moreover, the clients are also happy and satisfied with your performance.

Building a trust relationship with your clients is a tough task and requires a lot of effort.

But at the end, all the hard work is paid off when you get to know that your clients trust you.

And by now you have clients that are going to remain with you in the long run.

by Ajay Bhargava on

9 Influential Factors That Affect Facebook Ads Performance

Facebook can fetch you more conversions as compared to PPC avenues with its extended creative control and enviable user base.

Facebook offers enhanced audience targeting that can be customized as per your specific need.

Since, Facebook has 1.65 billion monthly active users, this massive number enables it to give you a staggering user base with greater possibilities of conversion.

Before delving deep in the nuances of Facebook Ad conversion, you need to give emphasis on conversion tracking.

Tracking is important because it helps you to devise strategies based on the data received from there.

What is a conversion?

Conversion is a term that is often misunderstood.

Only selling does not imply conversion, it can be download of free eBook, subscribing to a newsletter, checking out, adding an item to the shopping cart or viewing of key pages.

In short, it signifies fulfilment of the desired action. Conversion is truly multi-faceted. Tracking this element is important to plan the next step.

Tracking Conversion in Facebook.

Conversion tracking in Facebook is easy. With the help of a small piece of JavaScript called Pixel, you can track activities resulting from your Facebook Ad.

This tracking pixel has multidimensional utility. In one hand it provides reliable data on how your Ad is performing and on the other hand, it uncovers the shortcomings of your landing page or website.

You need to place pixel between in the header of your website pages, especially in the pages of which activities you want to take note of.

Pixel delivers comprehensive tracking data regarding your ads performance to Facebook which in turn shows your ads to interested visitors.

Conversion tracking is also an important activity for remarketing practices.

[click_to_tweet tweet=”Remarketing is an effective practice for increasing conversion.” quote=”Remarketing is an effective practice for increasing conversion.”]

From the data received from conversion tracking and using the Facebook custom audience, you can show your ad to the visitor who once paid a visit to your website.

The success behind remarketing is it tracks visitors who have already shown some interest in your website.

Here, Facebook filters out uninterested visitors and makes promotion even more pinpoint.

9 Factors that influence the Facebook Ads Performance are:

1. Who is your Audience?

Defining who your audience becomes a crucial factor for conversion.

Reaching to the right people is important to generate conversion.

In Facebook, you can customize your audience in order.

Here you can target audience belonging to different strata of age, sex, interest, profession and geographical location.

It allows you to pinpoint your target. By using conversion tracker you can also judge which geographical area or which age group is responding more.

One basic mistake that every marketer makes is that he thinks his competitors belong only to his own industry. Ads finally appear in the desired slot only after winning the bid.

You must not forget that for a desired ad space not just your own industry people but many others companies from different industry are competing.

This way reaching to the desired customer gets tricky.

A user may be having more than one interest like reading, fashion, food, cycling etc. So, brands from each sector are after the user to grab his attention.

They will come with unique ads and compelling copies to appear in that news feed area.

In Facebook, there is a large amount of audience present who wants to convert. All you need to do is to find them.

Among your target users, a major section does not know about you but they might be having similar interests. They may not like you or trust you.

But there is a small portion of people that is willing to buy your product or service. Your job is to get them converted.

Next, there will be a section who know you but they might not have made any purchase up till now. So, they are aware of your reputation, hopefully positive, and want to buy.

This audience has the much greater amount of possibility to be converted.

At last, the group of people who has made a purchase previously remains. This bunch may be small but is most valuable.

They will make repeat purchase unless they have encountered with a bad experience after purchasing from you. Nurture them with care.

In our previous blog, we have mentioned some strategies on “How to make Facebook Ad Targeting more effective”. Therefore, to make your targeting more effective you can refer to this blog.

2. Ad Quality or Relevance Score

The importance of the quality of the ad holds supreme.

The quality of the ad is directly proportionate with the ad’s conversion rate.

There is no alternative with the great quality ads.

An ad with great quality will enhance your conversion rate whereas an ad with bad quality can decline your conversion rate.

Now, using two metrics you can measure the quality of your ads

First one is relevance score.

“Relevance Score“ is calculated based on the positive and negative feedback that an ad receives from its target audience.” Facebook

Now you can measure the relevancy of your ad with the audience it is targeting. The score is given on a scale of 1 to 10.

Now, don’t feel so tempted. A high relevancy score does not mean that your conversion is going to be skyrocketing. Do some tweaking in your ad copy.

A higher relevancy score will reduce your Ad spend. Increasing relevancy indicates that your ad is connecting well with the user and catering what they actually want.

A positive reaction from the user will add to your existing relevancy score.

An ad with a relevancy score 8 will receive 4x times more clicks from a similar ad with the same budget.

Another ad quality metric is Click Through Rate. Similar to AdWords, a higher Click Through Rate refers to higher relevance and adds more value to your audience.

On dividing the number of impressions by the number of clicks received you will get Click Through Rate.

High Click Through Rate will fetch you greater relevancy as both these parameters are interrelated. The more you come close to the need of your audience, the more your relevancy score will increase.

But if you are optimizing for CPC and aiming high CTR then it will obviously cost you. Still, it will help in improving your overall performance.

3. Timing

Every ad has its own peak time of the day or week.

[click_to_tweet tweet=”Knowing what is your peak time is a determining factor behind driving more sales.” quote=”Knowing what is your peak time is a determining factor behind driving more sales.”]

Try to provide your customer with something more than he expects. If your landing page contains contact number for product inquiry then do not forget to mention call timing.

If a customer goes back without getting any response, it will cause him irritation. He will immediately switch to next alternative.

Not just days or weeks, peak times are sporadically present throughout the year. During these times Facebook gets flooded with ads of different industry.

Every company wants to cash in more profit during peak times.

Take winter holidays or 4th July, during these holidays marketers wants the customer to buy more. Though during peak times ads cost more but then it is worth spending.

Timing is a crucial factor that affects your cost per conversion. You should have a perfect understanding of Facebook Ad Scheduling.

If you register more purchase or subscribes then on an average it will level the extra penny you invested.

4. Ad Copy

A huge amount of Facebook Ads gets disapproved because of vague ad copy. It happens because most marketers do not know the language of ads. They do not have an advertising or marketing background to understand little detailing.

These ad copies fail to describe their product in an apt manner. It results in disqualification of the ad and leaves advertiser clueless as Facebook show a custom response.

Your product may have amazing quality or good service but all this effort goes in vain when ad copy cannot bring out what it actually does and how it can impact other’s lives.

A quality ad copy stands on three pillars-

(a) Comprehensible Message

It is the first and foremost criteria for a perfect ad copy. The copy must indicate what the ad is all about, what product it wants us to know about and what it want me to do.

These three basic things are must requirement. Even if you want to say things in a fun way, you must conform to these three basic points.

The message should be clear and understandable to your target audience.

The Ad above gives a comprehensive message about the offer including the minute details.

(b) Clear Call to Action

A clear call to action is something you cannot leave an ad without. A strong call to action pushes visitors to make a move.

Book now, call now, subscribe now, buy or sell now provides the customer a clear and strong message that he should act upon immediately and all this drives conversion.

(c) Objective Revision

Always try to get an objective opinion on your ad copy. After writing the copy you may understand it as you know your product best but is it audible to other persons?

Ask someone who does not know anything about the product and ask him what he understood.

Did he understand what you wanted your potential customers to understand? Such sessions often come out as an eye opener.

5. Landing Page

For any advertising, whether it is on Google or Facebook, Landing page holds a very crucial space in conversion. Cost per conversion sinks as profit increases.

If landing page does not hold required relevancy and fails to deliver information that visitor is seeking for, the visitor simply bounces.

You can think it as the gateway that leads to specific page or pages of your website and leads to conversion.

Landing Pages are a key element of online marketing.

That is why landing page optimization becomes relatively important.

A Website can have more than one landing page to promote different products or categories of services.

A well-designed landing page must have:

Attractive yet soothing design.
Clear copy that describes things properly.
Suitable for viewing on mobile, tablets and desktops.
Should not redirect to home page.
Should contain right keywords.
Professional look.
Must have a Call-to-Action.
Not crowded with too much information.

Do a review of your landing page following the above-mentioned points and make your landing page a pillar of your campaign.

6. Social Proof of Your Product

Women often buy beauty products only after getting the green signal from someone who has already used it and is satisfied.

Not just women but whenever one goes to purchase something new he wishes to have a feedback from a user of that product.

This Facebook Ad has displayed a social proof that Agency Analytics being used by 1500+ Agencies and Freelancers.

This is a very natural tendency of humankind and also prevalent in Facebook. Being a social animal other’s experience influence our decisions.

[click_to_tweet tweet=”When your ad receives positive social proof it automatically gains trust.” quote=”When your ad receives positive social proof it automatically gains trust.”]

Such products and services are often purchased as compared to products with no social proofs.

For example, you enter Starbucks and post a status update. When comments of your friends follow that status update, automatically Starbucks gains a social proof.

It is obvious that some of your friends will surely try to make it to Starbucks soon.

7. Imagery

A simple color combination, image choice or graphics work can make your ad stand out in the news feed. Choose an image that is directly relevant to your product/service.

According to Facebook’s 2016 guide, you should keep Image size 1200 pixel wide and not less than 600 pixels. Now FB allows using the same image for two different ads.

Put happy faces in the ad but keep the context of the ad in mind. Facebook’s color scheme is blue and white. So never use blue in your ads. Orange comes out best in this background.

Make the color combination contrasting with the background so that it stands out among news feed in the sidebar.

Do not use an easily recognizable logo, use an image of women, pet and baby instead. They are attractive and eye catching.

Infographics work well if done well. Call to action button is also helpful in making conversions happen. It guides the visitor to his desired space quickly. Also, it puts a strong value proposition.

You can use stock images but not using them is recommended. Also try to discover whether you should use soft or dark colors, professional or candid photos in your ads.

[click_to_tweet tweet=”Pets and kids photos work in favor of conversion and so do funny and odd pictures.” quote=”Pets and kids photos work in favor of conversion and so do funny and odd pictures.”]

But at the end of the day, use your aesthetics to judge how suitable it is for your product and brand image.

8. Ad Optimization

While running a campaign, Facebook will ask you to optimize your campaign. But to accomplish the task you have to provide him a sample size according to which it will optimize your entire campaign.

At least 50 conversions are required to make Facebook understand how it can optimize your entire ad campaign. Facebook will find similar people to show your ads.

You can optimize to increase your website clicks. In that case, Facebook will try to make people click anywhere in your ad but take them to the landing page is much more beneficial. It will increase conversion.

Optimizations are also available for daily unique reach and impressions (CPM).

Through optimization, Facebook tries to increase your conversion as much as possible.

In spite of that, you should do split tests to see how other optimization services affect your campaign in order to find best optimization service.

9. Placement of Ad

Are you scared of placing your ad in the sidebar? Do you fear low CTR? Please shed this thinking because CTR is decided by many other factors, mostly competition.

A sidebar is a competitive place where your ad has to make its mark among news feeds, friend suggestions, and group suggestions.

The ad on the news feed and the sidebar appear like the image above.

As the competition of a place increases its cost also increases. This situation affects your ads cost per conversion.

As the platform changes the placement of ad also goes through a sea change. Now tablets and mobiles have acquired a vast portion.

Since mobile is the high-value placement now so advertising on mobile is costly.

As competition has increased Facebook has changed their sidebar policy and now accommodating three ads in the sidebar.

Summary

The factors that increase conversion of Facebook ads are dynamic in nature. They cannot be controlled alone rather they work in symmetry. Make your ad more conversion prone by taking note of this above-mentioned factors.

by Dinesh Thakur on

Know How to Optimize AdWords with Google Analytics

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

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

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

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

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

But, through AdWords reports you only get to know the total number of the certain metrics.

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

[bctt tweet=”To reveal the secrets of the conversion funnel you need to use Google Analytics.” username=”adstriangle”]

How does Google Analytics complement Google AdWords?

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

[bctt tweet=”Google Analytics check the effectiveness of the of your AdWords campaigns.” username=”adstriangle”]

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

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

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

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

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

How to Link AdWords and Google Analytics

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

For Google Analytics, you will require Edit Permissions.
For Google AdWords, you will need Administrative Access.

After getting the respective permissions, follow the given steps.

1: Sign in to your AdWords Account

2: Click the Gear menu and then select Linked Account

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

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

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

Screen One

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

Screen Two

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

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

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

6: Click Save.

Google Analytics+AdWords= Improved Performance

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

[bctt tweet=”To boost the AdWords campaign’s performance, AdWords and Analytics make a perfect match.” username=”adstriangle”]

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

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

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

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

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

[bctt tweet=”The Attribution Report basically records the searcher’s path to conversion.” username=”adstriangle”]

The Attribution Report data is found in Tools>Attribution

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

(A) The Attribution Overview Report

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

(B) The Conversion Reports

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

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

The Assisted Conversion is further divided into parts:

Click Assisted Conversions

This shows the number of conversions that are assisted by clicks for each keyword excluding the last click.

Impressions Assisted Conversions

This shows the conversions that are assisted by impressions before the last click.

(C) The “Cross-Device” Activity Reports

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

(D) The “Paths” Reports

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

(E) The “Click Analysis” Reports

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

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

(F) The Attribution Modelling Report

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

Let us move forward to the insights of how can you improve the profitability of your AdWords account by linking it with Google Analytics.

1. Think Twice Before Deleting Non-Converting Keywords

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

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

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

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

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

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

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

(i) Check if these keywords have high engagement:

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

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

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

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

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

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

2. Locate The Irrelevant Landing Pages Quickly

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

[bctt tweet=”Do not forget that a landing page holds a lot of importance in the conversion funnel.” username=”adstriangle”]

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

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

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

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

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

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

AdWords is sufficient enough in finding an irrelevant landing page but it lacks behind in aggregating the data.

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

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

Behavior>Site Content>Landing Pages

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

[bctt tweet=”A micro conversion is that type of conversion that predicts a sale in the conversion funnel.” username=”adstriangle”]

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

4. Create Intelligence Alerts

[bctt tweet=”With Google Analytics, you can take your monitoring process to the next level.” username=”adstriangle”]

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

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

You should also review these alerts regularly to monitor significant changes.

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

5. Track Complex Conversions with Google Analytics

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

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

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

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

[bctt tweet=”Google Analytics have the potential of tracking complex and complicated conversions.” username=”adstriangle”]

For example, if you have an ad that has a call extension and you are supposed to keep a track of the calls, the call duration, and other specifications of the call.

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

Final Thoughts

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

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

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

You can easily find the landing page that is degrading the performance of your whole campaign.

And then can track complex conversions such as phone calls and video plays.

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

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

As an advertiser, you have an access to all the data available. With this, you can easily make informed decisions on the optimization of the AdWords Campaigns.

by Dinesh Thakur on

Amazingly Good Reasons Why PPC is Important for Your Business

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

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

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

What is PPC?

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

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

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

[bctt tweet=”The revenue that marketers are generating from PPC has increased drastically.” username=”adstriangle”]

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

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

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

1. Pay For Only The Clicked Ads

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

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

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

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

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

[bctt tweet=”In PPC, the advertiser only has to pay when the viewer clicks on the ad.” username=”adstriangle”]

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

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

2. Budget Control

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

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

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

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

[bctt tweet=”The PPC budgets can be edited according to requirement and whenever necessary.” username=”adstriangle”]

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

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

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

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

3. Targeted Ads

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

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

[bctt tweet=”PPC permits precise targeting with keywords, interests, and demographics.” username=”adstriangle”]

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

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

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

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

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

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

4. Immediate and Consistent Traffic

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

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

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

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

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

[bctt tweet=”PPC has the power to get you traffic that is both immediate and consistent.” username=”adstriangle”]

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

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

The website can be damaged to beyond repair at times.

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

5. Quicker Results

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

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

[bctt tweet=”PPC has the potential of showing results very quickly in terms of traffic, sales, and leads.” username=”adstriangle”]

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

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

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

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

6. A Higher ROI

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

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

[bctt tweet=”PPC ensures that you are able to generate valuable Click Through Rate and a higher ROI.” username=”adstriangle”]

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

Advertisers love PPC advertising because it allows them to make the key change in the optimization strategies to improve the Quality Score.

This, in turn, increases the ROI for your PPC campaigns.

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

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

7. Apply Geo-Targeting And Ad Scheduling

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

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

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

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

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

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

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

[bctt tweet=”Showing your ads 24/7 can be costly for any business and will most likely to lower the ROI.” username=”adstriangle”]

If you are familiar with the day or time when you get the best response from your customers. You can schedule your ads for that day or time.

By this, you will be able to show your ads to your customers when they are most likely to convert.

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

8. PPC Benefits Your SEO Strategy

PPC and SEO are highly related marketing channels.

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

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

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

You can further implement these keywords into your SEO strategy.

[bctt tweet=”PPC can also help your SEO strategy to by ranking new keywords quickly.” username=”adstriangle”]

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

Now you can get more specific search terms that will increase your SEO related traffic to your website.

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

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

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

Conclusion

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

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

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

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

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

What is ROI in AdWords?

Advanced AdWords strategies to boost up your ROI.

1. Add Negative Keywords

Resources to build negative keywords lists:

2. Use Single Keyword Ad Group

How to identify high performing keywords for creating SKAG?

3. In-Market Targeting

Why should you use In-Market Targeting?

4. Remarketing List for Search Ads (RLSA)

Benefits of using RLSA.

How to get more from your RLSA Campaigns?

5. Affinity Targeting

What are the benefits of Affinity Targeting?

6. Dynamic Keyword Insertion

How does Dynamic Keyword Insertion work?

What are the reasons to use Dynamic Keyword Insertion?

Conclusion

AdWords Growth Hacks for Ecommerce Owners

1. Using Google Shopping Campaigns to maximize benefits

Benefits of using Google Shopping Ads

Better Click Through Rate

Broader Presence

Important things to note with Google Shopping Ads

2. Use Impression Share to Increase Sales

3. Landing Page Optimization

(i) Include a High-Quality Image

(ii) Have a Product Zoom Feature

(iii) Incorporate a Wish List to Increase Sales

(iv) Ensure to have a Product Size Chart

(v) State the Shipping Cost clearly

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

(vii) Recommend Similar Products

(viii) Use Reviews

4. Making Most Out of The Dynamic Search Ads

How to Create a Dynamic Search Ads Campaign

How Dynamic Search Ads targeting works?

Best targeting practices for Dynamic Search Ads

Important things to note with Dynamic Search Ads

5. Taking Conversion Tracking into Account

6. Increase Brand Awareness through Customer Match

(i) Convert Subscribers into Customers

(ii) Convert Past Purchasers into Future Customers

(iii) Revive the Seasonal Shoppers

Conclusion

1. Understand The Business Goals and Expectations of Your PPC Clients

2. Connect To The Clients on a Personal Level

3. Communicate Effectively

4. Be Transparent With Your Work

5. Perform Consistent Reporting

6. Keep Your Promises

Final Thoughts

What is a conversion?

Tracking Conversion in Facebook.

9 Factors that influence the Facebook Ads Performance are:

1. Who is your Audience?

2. Ad Quality or Relevance Score

3. Timing

4. Ad Copy

(a) Comprehensible Message

5. Landing Page

6. Social Proof of Your Product

7. Imagery

8. Ad Optimization

9. Placement of Ad

Summary

How does Google Analytics complement Google AdWords?

How to Link AdWords and Google Analytics

Google Analytics+AdWords= Improved Performance

(A) The Attribution Overview Report

(B) The Conversion Reports

(C) The “Cross-Device” Activity Reports

(D) The “Paths” Reports

(E) The “Click Analysis” Reports

(F) The Attribution Modelling Report

1. Think Twice Before Deleting Non-Converting Keywords

2. Locate The Irrelevant Landing Pages Quickly

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

4. Create Intelligence Alerts

5. Track Complex Conversions with Google Analytics

What is PPC?