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Google AdWords: How To Overcome 3 Common Issues

At some point or another, it’s going to happen; whether it’s a rise in ad costs, a decline to conversions, or even a complete flatline in your ad groups or campaigns.

It doesn’t matter how brilliant you are at PPC, some problems will arise that are just out of your control. But there is a simple checklist that you can go through to quickly find the problem, as it will normally be one of the common ones.

We are going to be looking into each of these common problems, and indentifying what the source is.

Total Flatline in Your Ad Groups Or Campaigns

Occasionally you will find that after looking through your analytics data, the ups and downs that you are used to seeing have gone. Instead, your data will show a complete flatline.

Here are some of the more common reasons why this occurs.

  • You accidentally added a negative keyword to the account that has blocked something crucial.
  • Your ad position has suddenly lowered.
  • An issue with low bids or lack of budget in the account.
  • Your quality score has suddenly dipped. (Could be because you promised something that isn’t true within your ad copy, or made some other mistake in the ad copy.)
  • Somebody changed something with the back-end of the site

Your Ad Spend Has Risen

  • Your bid rule is no longer best practice for your account. Experiment by switching between enhanced CPC and manual bidding. It could also be fixed by doing something as simple as aiming for a different position.
  • Lack of negative keywords. Go into your search term report and look for clicks on your ads that are irrelevant.
  • There is an increase in sales. (So why are you worried?!)
  • A change in the competition.
  • A keyword has suddenly risen dramatically in spend.

Your Sales & Leads Have Decreased

  • It could be the time of year. If you have enough data, look deep into your industry and see if sales change by season.
  • You may be out of stock.
  • A competitor has entered the scene and undercut you.

Whilst all of these problems may seem extremely straight-forward, you would be surprised at how many people encounter them and don’t know what to do.

If you ever see a change in the results you are getting from your AdWords account, make sure you go through this checklist to double-check.

google adwords common problems

 

 

 

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Google AdWords: 3 Reasons You Should Care About Quality Score

Quality score is one of the most important things to pay attention to inside your AdWords account. Amazingly, it does not even automatically show the figure next to your keywords by default.

To make it appear next to your keywords, navigate to the keywords tab, click on columns > customize columns > and then add qual.score from inside the attributes metric.

Google assigns quality to keywords score based on factors such as the CTR on your ads and the bounce rate on your landing pages.

They want ads to be clicked often and when clicked they want users to prove they got what they were looking for by staying on the site. That way, users get a better experience, and Google’s profit is filled.

Let’s look at the four reasons that make it essential that you pay extremely close attention to quality score for all of your keywords.

 

Ads Appear In a Better Position

If your ad appears higher, it’s going to have more chance of being clicked, right?

As a way of rewarding ads that perform well and ensuring that they appear in the best position, those ads will appear higher due to their high quality score.

If you manage to out-perform your competitors with more compelling ad copy and better landing pages, you will appear higher than them without spending more.

Clicks Are Cheaper

Another reason why quality score is so important is because it directly impacts the amount you pay for each click.

For most businesses, the CPC of your account is going to be a make or break factor that determines their success.

And with a high quality score resulting in massively cheaper clicks, and a low quality score causing dramatic increases, it becomes extremely important.

Your Account Will Be More Profitable

It’s pretty safe to say that your quality score is capable of single handedly determining how profitable your AdWords account is going to be.

Cheaper clicks and better positioning is going to reduce how much you need to spend to make a conversion. With it costing less to convert traffic, your business is going to get better and better.

Focus on creating compelling ad copy so that users are enticed to click and your CTR increases.

Also, ensure that your landing page offer something valuable to the users, and aligns with what the ad copy was promising. That way, your bounce rate will be lower (which affects quality score) and you will do a better job of converting visitors in the first place.

Google adwords conversions

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Google AdWords: A Better Way To Track Your Conversions & Make More Money

Google is finally making a change that should have been made a very long time ago, something that has caused headaches and frustration for countless AdWords consultants and business owners alike.

In the past, it was impossible to distinguish between different types of conversions. So, if one person actually purchased your product, whereas another simply downloaded your book, these two conversions would appear identical to advertisers when they look in their AdWords account.

Now, Google has officially announced that this is a thing of the past. With new flexible conversion tracking, advertisers will easily be able to tell the difference between different types of conversions.

Two new columns replace the previous: “one per click” and “many per click”. Instead, these two columns are going to be replaced by “converted clicks” and “conversions”. (Go into customise columns in your AdWords account to add them to your interface)

Vishal Goenka, the product manager of Google Adwords had this to say in a video: “Converted clicks record clicks that deliver value to your business, or in other words, only clicks that drive conversions,”

“The new conversions column gives you even greater visibility. It allows you to see the relative value of each converted click. This column will report all your conversions, whether you want to count all instances of the conversion or just unique conversions. Now you can focus on the value of each conversion delivered to your business.”

Check out the full video below.

 

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4 Ways To Improve Your AdWords Account When You’re Short On Time

Many of us don’t have the time to dig deep through our AdWords accounts on a regular basis.

However, even if you spend less than an hour optimising your account, it’s time well spent…

…Especially when you use some of these strategies, which are quick and easy to implement.

 

Reduce Your Bids For Keywords With High Conversion Costs

If you don’t have a figure in mind for how much you are willing to spend to get a conversion, then you need to work one out.

From there, you can look through your data and make adjustments to your bids on keywords that are not managing to stick within this figure.

Reducing bids for keywords that are not bringing in the ideal number of conversions is an effective way to keep costs down.

In doing so, you will ensure that you spend less of your budget on the keywords that are not doing very well, leaving more budget for the better performing keywords.

Use The Search Term Report To Add Negatives

Go to the campaign tab and then click on keywords, and then you should see “keyword details”, click on that

When you click on “all”, you will be able to see all of the search terms that your ads showed for within the time period stated at the top right of the AdWords interface. You can even export that data to excel.

You can then look through and identify certain search terms that you don’t want your ads to show for, and add them to your account as negatives.

This is a great, time-efficient way of maintaining the relevancy throughout your account, and preventing wasted clicks.

Adjust The Bidding Strategy in The Dimensions Tab

If your ads have been running for a while, then you will likely have a decent amount of data to work with.

You may find that your ads perform better at different times. People might not be as likely to make a purchase on a Monday as they are on a Friday.

By going into the dimensions tab, you can adjust your bids across entire campaigns based on the day of the week, and even the time of day.

Raising the bids for times where people are most likely to buy is a great way of improving your return on investment, and it only takes a couple of minutes.

Rewrite Ad Copy For Ads That Show Often

When split testing ads, it can take a while to go through all of your ad copy and rewrite the worse performing ones.

If you don’t have enough time to change all of the ads, focus on the ones that are appearing the most and getting the most clicks

By sorting the ads by clicks or cost, you can easily identify ads the most important ads in your account. Then, you can focus on changing these, to ensure you get maximum benefit from doing the least amount of work.

It’s really important that you continue to make changes to your AdWords account, even if you think you don’t have long to work on it

Even if you spend an hour a month, you can save yourself money and get more out of your AdWords account.

Thanks for reading.

 

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Relevancy- The Key To Success With Google AdWords

Relevancy is arguably the most important factor to pay attention to within your AdWords accounts.

A lack of relevancy can cause your ads to get clicked on less, it can cause people to immediately leave your site even when they do click, and it can even result in Google themselves charging you more for your clicks!

So, how is all this possible? And how can we ensure a high level of relevancy throughout our marketing efforts, to ensure we see the very best results?

Let’s find out.

Ad copy – Keywords

First of all, it is essential that every single keyword be inside an ad group that has ad copy that is relevant to the keyword.

If you don’t, people are going to be less likely to click on your ad. (Which will result in Google decreasing your quality score and charging you more for your clicks, which we will cover next)

When your ad appears to Google users, your ad copy will appear bolded if it matches the keyword that they used to search.

So, the more relevant your ad copy is to the keyword that they searched for, the more people are likely to click on your ad.

One of the easiest ways to do this is to make sure that you match the ad headline to the keyword.

So, if you have the keyword “adwords training” inside an ad group, make sure the headline of the ad reads “adwords training”.

Now, in order to make sure that your keywords are relevant to your ads, you will need to create many ad groups.

One of the biggest mistakes that people make when they are new to AdWords is to put too many keywords in each ad group.

The Impact of Quality Score

Quality score is a score out of 10 given to each of your keywords. It starts at 7, and it will go up or down based on certain factors, which will cause you to have cheaper or more expensive clicks.

If you do a really good job and maintain a high level of relevancy and have a high percentage of people click on your ad, you will be awarded a quality score of 10, causing that click to cost you 30% less than it would normally.

If you do a bad job and get a quality score of 1, you will be charged 600% more for every click.

The key to achieving a high quality score is directly related to the relevancy throughout your AdWords account.

If your ad copy is not relevant to your keyword, not many people are going to click on your ad.

If your keyword or keywords have a low click through rate, Google calculates this as part of their algorithm, decides that your ad is irrelevant, will lower your quality score, and charge you more for each of your clicks as a result

Landing Pages

Finally, you need to make sure that the landing page that the user lands on after clicking on your ad is relevant to the keyword and the ad copy.

If people click on your ad and decide that the place that they landed on wasn’t what they were looking for and then they immediately leave, this will negatively affect your quality score.

Therefore, we need to ensure the page that people land on after clicking on our ad is relevant to the keyword, has what they were looking for, and is attractive and compelling enough to get them to stay on our site.

Also, it’s important to not overpromise within your ad copy. By that I mean suggesting something within your ad copy that isn’t reflected on the page that they land on.

So if you are currently offering a 20% offer and you mention it in your ad copy, make sure you reflect that once they land on your site. Otherwise, they are going to think they are in the wrong place, give up, and leave your site.

That’s all for today.

Relevancy is key, so make it happen, and make more money!

P.S- Don’t forget to sign up for our upcoming webinars. Learn how to make £10,000 as an adwords consultant and draw clients in like clockwork!

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How You Can Make $10,000 As a Part-Time AdWords Consultant in 12 Weeks or Less

How different would your life be if you could add an extra $10,000 to your income, working less than 15 hours a week as an AdWords Consultant?

If you are a small business owner, marketer, web designer, or anybody that has used Google AdWords and wants to create an additional income stream, then you might be interested in our brand new free webinar.

In fact, even if you are brand new to Google AdWords, the ambitious will be able to take our training and start acquiring clients using our unique four-step marketing plan.

Sound interesting?

Imagine being able to pull in clients that pay you upwards of $1000 a month each; and quickly build a recurring monthly customer base; without cold calling.

Claire Jarrett is ranked number one globally for “AdWords trainer” and has taught countless business owners how to use AdWords to generate leads.

She has clients paying her over $5,000 a month for her services, and is largely recognised as one of the most sought after AdWords consultants in the UK.

Now, she is teaching people like you how to acquire your own paying AdWords clients, get them fantastic results, and quickly turn it into a five figure business…

…Using the same techniques that she used to build and sell a profitable AdWords agency from scratch.

Her FREE live webinar is on Tuesday 18th February at 8pm GMT, with limited spaces available.

Secure your spot here!

You will get…

Claire’s replicable plan that will allow you to earn at least £3,000 to £8,000 per month as an AdWords Consultant… even though you’ll probably be working less than 15 hours per week.

You will discover…

How to efficiently acquire a recurring client base, giving you the time and freedom to get them amazing results and expand your business; or take time off work entirely!

You will learn…

A unique four-step marketing plan that pulls in new leads that are desperate to work with you; on complete autopilot. (No cold calling, no hard-selling, no stress.)

Plus…

Get Claire’s secret AdWords tools that she uses to save time when working on her client’s accounts.

Register for the live webinar on Tuesday 18th February at 8pm GMT.

There are limited spaces available.

P.S- This information has NEVER been shared before, and probably never will again. Claire has gone temporarily crazy and is teaching people for FREE…

…Don’t waste this opportunity.

Secure your spot here.

Becoming an Adwords Consultant

 

 

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A Guide to Flexible Bidding Strategies in Google Adwords

Until recently, AdWords agencies have been forced to use advanced search tools such as Kenshoo and Ignitionone, mainly for access to advanced bid algorithms. The tools allowed AdWords consultants to set rules for their bidding strategies.

They could automatically alter bids in order to target a certain ad position, or reach a certain CPA, freeing them up to get more done on their AdWords accounts.

But with the recent introduction to enhanced campaigns, we can now create all of these cool bidding strategies inside Bidding StrategiesAdWords itself.

Let’s take a look at the different bid rules and how you can make use of them with your AdWords accounts.

    Maximise Clicks

 

 Want to drive as much traffic as possible to your site, whilst keeping inside a limited budget? This one’s for you.

It makes sense to use this as part of a brand awareness push. But if your focus is on leads or you are trying to drive the ROI up on your ecommerce store, it’s probably not right for you.

This upgraded version of the old “Automatic Bidding” will maximise the amount of clicks you receive within a set budget.

                                                Target the Top Position

 

One of the lesser used bidding strategies. It would probably get used more if you could target different positions, but it seems Google wants everybody to fight over the top spot. (What a surprise!)

I wouldn’t really recommend using this one at all. Maybe it could be useful if you wanted to be certain that you appeared in position one for any brand related search.

The advanced search tools I mentioned at the beginning actually work much better, as you can target different positions. It’s rarely profitable to gun for the top spot every time.

                                              Meet Your Desired CPA

 

This has got to be the best out of them all, and is especially useful if you have a figure in mind

that you are willing to spend on advertising in order to convert a new customer.

If you don’t, I suggest you spend some time and work one out. Automatically adjusting your bids to ensure that you don’t spend too much on getting a new customer will catapult your ROI from AdWords.

It means you can consistently achieve a set amount of profit.

                                                          Enhanced CPC

 

This option allows you to adjust your bids on the likelihood of you receiving a click. Basically, AdWords will make sure that they spend your budget every day.

This can be useful, but you will often see Google continuously raising your bid until you are in position one, which obviously is not ideal.

There are still a couple of features that the paid search tools offer yet AdWords itself hasn’t yet included. But it’s a good start.

Let us know how you get on with flexible bidding strategies in the comments below!

 

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Stick To The Classic Or Go Social- Google Adwords vs Facebook Ads- Which Is Best?

Not so long ago this question didn’t even need to be asked. It was Google Ads, hands down every time. So many businesses have found success using PPC as part of their online marketing strategy, so why would they need to consider another method? As of late Facebook advertising has become increasingly popular, so is this something you need to consider? Should you be doing it along side AdWords or instead of it all together? Is AdWords still the online advertising leader or should you be adding Facebook ads into your strategy? Lets find out-

Targeting

Like any form of advertising, you’re going to want to target those who are actually interested in your business and likely to spend money with you, if you don’t target the right people you’re going to be wasting your money. Both AdWords and Facebook Ads allows you to target your audience, but in very different ways.ID-100211577

By using Google AdWords you are able to target those who are physically searching for your products or services. Through clever use of keywords you can even target those who practically have their credit card in hand and are ready to spend.

Facebook ads work a little differently. Facebook ads appear to those who seem to already have an interest in your business, but aren’t necessarily looking to find you and spend some cash. In many cases the user won’t click through to the site the first time they see the ad and it isn’t until they have seen it a few times and become familiar with it that they become interested.

Both are good options for targeting here, but in terms of conversion Google AdWords ads may have the edge as you can tailor your ads for those already looking to buy.

Ease Of Use

For those with little time or who want to keep the budget at a minimum the ads that are the easiest to set up are probably going to be preferable.

Facebook ads are relatively easy to set up if you are short of time. If you’re really pushed you can simply set a budget and activate the ads. Obviously the less time you spend the lower the success rate will probably be, but for those pushed for time Facebook ads are an easier option.

AdWords does take some time and you need to know what you are doing. This is why so many business owners choose to hire an expert to set up and look after their AdWords accounts. If you’re new to PPC chances are you will struggle and possibly end up wasting your budget. PPC doesn’t have to take up a lot of your time as the best bet is to get an expert on the case or maybe get some training.

Conversion Rate

The conversion rate of both ad options greatly relates to targeting touched upon earlier.

What most people find is that AdWords does have better conversion rates firstly because you can tailor ads down to the tiniest of details to get the best results and secondly because those clicking through to your ads are already looking for what you do.

When it comes to Facebook ads they might not be amazing at converting clicks through to your site, but they are great for building up your social media. If you refer back to my previous blog ‘How Does Social Media Really Help SEO‘ you will see just how important social media is to internet marketing. Through Facebook ads you can dramatically increase likes helping spread the word socially about your business, increase traffic and help with SEO so they are worth investing in.

The Verdict

Ideally you’d be looking at using both Facebook advertising and AdWords but of course for some of us our budget won’t allow for this. If you are solely focused on conversions and like to see solid figures and an increase in profit then Google Adwords is the right choice for you. If you’re more interested in increasing brand awareness and driving traffic that might not always convert but will help spread the word about your business then Facebook ads are the way to go.

What do you think? We have differing opinions here at Mesmerised, some of us loving Facebook PPC and some preferring AdWords. What is your preference and why?

(Image credit http://www.freedigitalphotos.net)

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Five Simple Ways You Can Improve Your AdWords Campaigns Today

 If you’re managing your own PPC ads you’ll know the hard work that goes into getting everything just right. You probably feel like your ads are working as hard as they can, but what if someone told you they could be working harder? Potentially increasing your impressions and conversion rate. Here are five ways to improve your campaigns making sure you get maximum return-

Improve Your Results!

Improve Your Results!

Optimise Ads For Mobile Use

 Since the launch of enhanced campaigns it is vital that ads are optimised for mobile use. Google are increasingly putting more thought into search for mobile devices which will see an increase in how much we Google on the go. With mobile search use ever growing this is traffic you wouldn’t want to miss out on and ensuring ads are optimised correctly for mobile use means you won’t.

 Currently many users of AdWords are choosing against optimising for mobile because their websites aren’t currently ‘mobile ready’ or they are unaware of the benefits. By choosing to optimise ads for mobile use you can get ahead of your competitors simply because they’re not choosing to take advantage of mobile search.

Review Your Locations

 A big mistake many business owners make with Adwords is not paying enough attention to location based ads which could cause unnecessary clicks costing money. Use previous results to see where most of your conversions are coming from and where you have the most wastage. You can then use this info to allocate your budget by location, putting a low budget on locations that you get a small number of conversions from and increasing your budget on high conversion locations.

 It’s always best to cover all the locations that you think people would search for your services from, but be smart, analyse previous conversions and look at where they are coming from in order to get the most back from your spend and keep up to date with where your sales are coming from to maximise profit through AdWords.

Keep Negative Keywords Up To Date

Unless you’re on the ball when it comes to negative keywords you may find that some of your budget is going to waste and you’re not getting the return you should be seeing. Your list of negative keywords should be extensive and updated if possible on a daily basis every time someone comes through your ad via a keyword that isn’t relevant.

Keeping on top of negative keywords means you can eliminate clicks through irrelevant search terms cutting down budget waste. If you update negative keywords as much as possible when ever necessary this means your ads will get better and better and target those specifically looking for what you do.

Eradicate Broach Match Keywords

Some of us may want to use broad match keywords in order to drive more traffic, but that traffic via broad match often isn’t relevant and will result in a cost for the click with no conversion. To get the most out of your PPC ads eliminate broad match keywords. Whilst they can work in SEO, they don’t often work for PPC and will cost you more money than their worth.

Bring In The Experts

 There’s no denying that AdWords is complex not to mention time consuming. For the average business owner there probably just isn’t enough time to ensure your ads are always working as hard as they can, perfecting every little detail to bring as many conversions as possible.

 To really get the greatest return on your investment consider handing over the control to an AdWords professional or perhaps taking an AdWords course?

Image courtesy of http://www.freedigitalphotos.net

Six Reasons Why You Should Use Google AdWords today

 Google AdWords has come along in leaps and bounds since its launch and Google are always working to improve it. Questions like ‘what is Google Adwords’ and ‘why use Adwords’ receive thousands of searches every day so it’s clear business owners know about AdWords, they are just not sure why they should use it and what the benefits are. Is this you?

Well today I’ve created our answer; Six reasons why you should be using Adwords for your business-

New Sites

When it comes to search engines they opt to give more trust and value to older sites, making it tricky for new sites to rank well and almost impossible to rank above competitors who have been in the game for a long time. Unless your business is ranking on the first page of Google it probably isn’t receiving much traffic as few users click onto the second page of results. Whilst it can take years to gain top rankings via SEO, AdWords can offer a solution.

For new business owners or new websites AdWords can offer first place listings while you are waiting for your SEO to catch up, meaning you are still gaining targeted traffic to your site resulting in sales.

Search Engine Domination

It’s a competitive world out there, particularly when it comes to marketing your business online. In some cases tactics do have to be used to get above of your competitors. If you already have first page rankings but you want to stand out even more than the other companies that are on the first page too consider using AdWords and have two first page listings giving you domination of the results and encouraging more clicks through to your site. Another benefit is that you can change your adverts immediately, whereas waiting for your other results to catch up can take weeks or even months! This is particularly useful for those selling seasonal products.

Measurable Results

One of the favoured elements of AdWords is the fact that the results are so measurable. You can see in black and white whether your ads are working or not and how to improve them so your spend goes further by tracking Goals in Analytics and then through to AdWords. With lots of AdWords metrics it is the most measurable form of online marketing, much more so than SEO and social media marketing. Because of this we can ensure we are getting the most out of it and constantly improving our ads making the most out of our spend on our online marketing strategy.

See Instant Results

As mentioned previously, it can take some time for SEO work to start having an effect, we would estimate 6 months at the very least. For most business owners this is time we simply don’t have – as we need to bring in traffic and sales from day one! Using AdWords means you can receive instant results. As soon as your campaign is built and live your ads will start appearing and you should start receiving conversions. AdWords is great for those who want instant results and need to start turning over money from the word go.

More Engaging

Google are constantly improving PPC ads as they want them to work for us so that we continue using them. AdWords are one of Google’s main earners, so it’s no wonder they put so much work into improving this element of their service. Features such as product listing ads and in-video ads make the user more likely to click on the ad and for some industries it’s found that PPC ads provide more conversions than organic listings.

Beat Competitors

Typically modern day businesses are fairly savvy when it comes to the world of online marketing, either hiring someone in house to manage it or outsourcing. By using AdWords you can get ahead of your competitors on search engines ensuring your site gets more clicks from search results than other companies in your industry. Those turning a blind eye to online marketing will get left behind if they haven’t already done so, make sure this doesn’t happen to you!