PPC - 7/12 - Digital Marketing Agency

Google Adwords – Contact Form Extensions

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Google Adwords is currently trialling a Beta product where Adwords ads will include an email collection form (also rumoured to be called Communication extensions or Google Email subscription Ads). These, like your other extensions, will mean extra room for your ad, although in this case, not extra information. (Well, extra information for the advertiser, not the searcher!). In the case of contact form extensions it will allow searchers to ‘interact’ with the ad – offering a form for them to enter their email address, name or other information as a form of data collection.  Note that it will pre-fill the email field with the Google account email the searcher is logged in with.

 

Note that this is not a completely new product, it was trialed a few years ago in the USA, and has been being tested as a closed beta on and off since then it seems. However, this is the first time I have seen it in Australia (albeit for a US company).

 

Google Adwords Contact Form extension

 

Now – I wonder why Google, who has previously said it is dodgy to just have pages for data collection, would think it is ok to have data collection on ADS when the searcher doesn’t even know anything about that website or company yet? Why Google? Why do you let advertisers get away with the evil things you say you will protect us from (the other big example – where Google passes on your logged in search queries to Google Adwords Advertisers!)

 

This kind of ad seems to be going through a long, slow Beta with various stages of evolution. It has been seen;

 

– With a drop down form, so you couldn’t immediately see the fields (2010)

– Allowing only phone number subscription (now email)

– Showing in right sidebar (not top positions)

– Top positions 1, 2 or 3.

 

As it is a closed Beta to which I am not privy, being in Australia, I don’t know too many of the ins and outs of it. But I do query the effectiveness of such an ad – what would be a good reason to sign up or subscribe to something when you haven’t even seen the website? Maybe if there was a good reason- e.g. “Sign up and receive 15% off”.

 

It would be interesting to see how more companies use this, and what their results are like.

 

 

 

Easy Adwords For Local Business – Adwords Express

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Google Adwords Express has launched in Australia and New Zealand, offering small businesses a quick and easy way to advertise online – even if they don’t have a website! (yes, that’s right).

 

Adwords Express has a few restrictions compared to the normal Adwords interface, as outlined below. But maybe ‘restriction’ is the wrong word – the point is not to be restrictive, but to make it easier for small businesses, with small budgets and not a lot of time, to be able to use Adwords as well.

 

  • Monthly budget (instead of daily)
  • You choose business categories, not individual keywords.
  • You can’t manage bids, it’s done automatically for you
  • You can only show ads locally (25km radius)
  • Text ads only
  • Google Places listing required

 

And as I mentioned above – the biggest difference is that you don’t even need a website to advertise on Google Adwords now – all you need is a Google Places listing which is free!

 

If you or someone you know has a small business, even if they don’t have a website, we can help hook them up with some Google Express vouchers, so get in contact.

 

Google Remarketing – Do It, It’s Easy!

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Google Remarketing is an Adwords technique whereby you put a cookie on the browsers of visitors to your site, and then, when they are searching across the web, any site within the Google Content network could show them an ad for your site.

Basically, it reminds your customer about you, and encourages them to come back to your site. Our clients have seen increased conversions at lower conversion costs from implementing remarketing campaigns.

How to – Google Remarketing

It is actually quite easy to set up remarketing, and you can start showing your ads as soon as you want. Follow my simple steps.

1. Create a new campaign for your remarketing, which should be opted into the Content network only. It should also specify “specific reach” under the display network options on the settings page.

2. Go to ‘library’ in the left sidebar, then ‘audiences’

3. Click on ‘New Audience’ then ‘Remarketing list’. This is where you create an ‘audience’ for your content network campaign, which is going to include only people who have visited your site.

4. Choose a membership duration. This is where you choose how long you want each visitor to your site to remain in your remarketing ‘audience’. It can be up to 18 months, but this is probably unnecessary for most sales cycles. Keep in mind that if you make it the longest period, this might make the campaign the equivalent of a normal content network campaign, NOT a remarketing campaign, which is intended to remind people about a recent interest.

5. The audience will be assigned a piece of code which you need to put on your site. Note that you can put it on every page of your site, OR you can put different audience tags on different pages (e.g. so you can have product-specific remarketing audiences seeing targeted ad copy).

6. Consider if you want to exclude people who have already converted, so they won’t be shown your ad. If so, you will need a unique remarketing audience for converted customers – so you  need unique remarketing code on the conversion page. Then, when you create your campaign, you can say ‘no one from this audience’

7. In your new campaign – create a new adgroup, then go to the audiences tab.

8. On the Audiences tab, Click Add Audience, then choose your audience from the ‘Remarketing lists’. If you want to combine lists, choose ‘Custom Combinations’, then click ‘new custom combination’ from the bottom of the table. (e.g. if you want to exclude one list, or include more than one list, etc).

9. Upload your ads so that you have something to show

10. Remember to regularly check the costs and sites where your ads have shown, so you can optimise the campaign.

Notes on Remarketing

1. You don’t need to be running any other Adwords campaigns for remarketing to work.

2. It will only target people who have already been on your site, no NEW prospects.

3. Closing a list in your audience tab means that no new people will be added to your remarketing list, but it doesn’t mean your ads will stop showing. To do that, you need to pause the campaign, ad group or ad.

 

4. You  don’t need to have keywords, placements or other demographic targeting on. This will restrict your traffic. 

Google Remarketing is an Adwords technique whereby you put a cookie on the browsers of visitors to your site, and then, when they are searching across the web, any site within the Google Content network could show them an ad for your site.

Basically, it reminds your customer about you, and encourages them to come back to your site. Our clients have seen increased conversions at lower conversion costs from implementing remarketing campaigns.
 

How to – Google Remarketing

It is actually quite easy to set up remarketing, and you can start showing your ads as soon as you want. Follow my simple steps.

1. Create a new campaign for your remarketing, which should be opted into the Content network only. It should also specify “specific reach” under the display network options on the settings page.

2. Go to ‘library’ in the left sidebar, then ‘audiences’

 

3. Click on ‘New Audience’ then ‘Remarketing list’. This is where you create an ‘audience’ for your content network campaign, which is going to include only people who have visited your site.

4. Choose a membership duration. This is where you choose how long you want each visitor to your site to remain in your remarketing ‘audience’. It can be up to 18 months, but this is probably unnecessary for most sales cycles. Keep in mind that if you make it the longest period, this might make the campaign the equivalent of a normal content network campaign, NOT a remarketing campaign, which is intended to remind people about a recent interest.

5. The audience will be assigned a piece of code which you need to put on your site. Note that you can put it on every page of your site, OR you can put different audience tags on different pages (e.g. so you can have product-specific remarketing audiences seeing targeted ad copy).

6. Consider if you want to exclude people who have already converted, so they won’t be shown your ad. If so, you will need a unique remarketing audience for converted customers – so you  need unique remarketing code on the conversion page. Then, when you create your campaign, you can say ‘no one from this audience’

7. In your new campaign – create a new adgroup, then go to the audiences tab.

8. On the Audiences tab, Click Add Audience, then choose your audience from the ‘Remarketing lists’. If you want to combine lists, choose ‘Custom Combinations’, then click ‘new custom combination’ from the bottom of the table. (e.g. if you want to exclude one list, or include more than one list, etc).

9. Upload your ads so that you have something to show

10. Remember to regularly check the costs and sites where your ads have shown, so you can optimise the campaign.

Notes on Remarketing

1. You don’t need to be running any other Adwords campaigns for remarketing to work.

2. It will only target people who have already been on your site, no NEW prospects.

3. Closing a list in your audience tab means that no new people will be added to your remarketing list, but it doesn’t mean your ads will stop showing. To do that, you need to pause the campaign, ad group or ad.

4. You  don’t need to have keywords, placements or other demographic targeting on. This will restrict your traffic. 

Google Remarketing is an Adwords technique whereby you put a cookie on the browsers of visitors to your site, and then, when they are searching across the web, any site within the Google Content network could show them an ad for your site.

Basically, it reminds your customer about you, and encourages them to come back to your site. Our clients have seen increased conversions at lower conversion costs from implementing remarketing campaigns.

How to – Google Remarketing

It is actually quite easy to set up remarketing, and you can start showing your ads as soon as you want. Follow my simple steps.

1. Create a new campaign for your remarketing, which should be opted into the Content network only. It should also specify “specific reach” under the display network options on the settings page.

2. Go to ‘library’ in the left sidebar, then ‘audiences’

3. Click on ‘New Audience’ then ‘Remarketing list’. This is where you create an ‘audience’ for your content network campaign, which is going to include only people who have visited your site.

4. Choose a membership duration. This is where you choose how long you want each visitor to your site to remain in your remarketing ‘audience’. It can be up to 18 months, but this is probably unnecessary for most sales cycles. Keep in mind that if you make it the longest period, this might make the campaign the equivalent of a normal content network campaign, NOT a remarketing campaign, which is intended to remind people about a recent interest.

5. The audience will be assigned a piece of code which you need to put on your site. Note that you can put it on every page of your site, OR you can put different audience tags on different pages (e.g. so you can have product-specific remarketing audiences seeing targeted ad copy).

6. Consider if you want to exclude people who have already converted, so they won’t be shown your ad. If so, you will need a unique remarketing audience for converted customers – so you  need unique remarketing code on the conversion page. Then, when you create your campaign, you can say ‘no one from this audience’

7. In your new campaign – create a new adgroup, then go to the audiences tab.

8. On the Audiences tab, Click Add Audience, then choose your audience from the ‘Remarketing lists’. If you want to combine lists, choose ‘Custom Combinations’, then click ‘new custom combination’ from the bottom of the table. (e.g. if you want to exclude one list, or include more than one list, etc).

9. Upload your ads so that you have something to show

10. Remember to regularly check the costs and sites where your ads have shown, so you can optimise the campaign.

Notes on Remarketing

1. You don’t need to be running any other Adwords campaigns for remarketing to work.

2. It will only target people who have already been on your site, no NEW prospects.

3. Closing a list in your audience tab means that no new people will be added to your remarketing list, but it doesn’t mean your ads will stop showing. To do that, you need to pause the campaign, ad group or ad.

4. You  don’t need to have keywords, placements or other demographic targeting on. This will restrict your traffic.

Google Remarketing is an Adwords technique whereby you put a cookie on the browsers of visitors to your site, and then, when they are searching across the web, any site within the Google Content network could show them an ad for your site.

Basically, it reminds your customer about you, and encourages them to come back to your site. Our clients have seen increased conversions at lower conversion costs from implementing remarketing campaigns.

How to – Google Remarketing

It is actually quite easy to set up remarketing, and you can start showing your ads as soon as you want. Follow my simple steps.

1. Create a new campaign for your remarketing, which should be opted into the Content network only. It should also specify “specific reach” under the display network options on the settings page.

2. Go to ‘library’ in the left sidebar, then ‘audiences’

3. Click on ‘New Audience’ then ‘Remarketing list’. This is where you create an ‘audience’ for your content network campaign, which is going to include only people who have visited your site.

4. Choose a membership duration. This is where you choose how long you want each visitor to your site to remain in your remarketing ‘audience’. It can be up to 18 months, but this is probably unnecessary for most sales cycles. Keep in mind that if you make it the longest period, this might make the campaign the equivalent of a normal content network campaign, NOT a remarketing campaign, which is intended to remind people about a recent interest.

5. The audience will be assigned a piece of code which you need to put on your site. Note that you can put it on every page of your site, OR you can put different audience tags on different pages (e.g. so you can have product-specific remarketing audiences seeing targeted ad copy).

6. Consider if you want to exclude people who have already converted, so they won’t be shown your ad. If so, you will need a unique remarketing audience for converted customers – so you  need unique remarketing code on the conversion page. Then, when you create your campaign, you can say ‘no one from this audience’

7. In your new campaign – create a new adgroup, then go to the audiences tab.

8. On the Audiences tab, Click Add Audience, then choose your audience from the ‘Remarketing lists’. If you want to combine lists, choose ‘Custom Combinations’, then click ‘new custom combination’ from the bottom of the table. (e.g. if you want to exclude one list, or include more than one list, etc).

9. Upload your ads so that you have something to show

10. Remember to regularly check the costs and sites where your ads have shown, so you can optimise the campaign.

Notes on Remarketing

1. You don’t need to be running any other Adwords campaigns for remarketing to work.

2. It will only target people who have already been on your site, no NEW prospects.

3. Closing a list in your audience tab means that no new people will be added to your remarketing list, but it doesn’t mean your ads will stop showing. To do that, you need to pause the campaign, ad group or ad.

4. You  don’t need to have keywords, placements or other demographic targeting on. This will restrict your traffic.

5 Ways to Increase Your Paid Traffic Today

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It’s gloomy and rainy outside in Sydney – and the summer’s over before many of us even noticed it starting!  There’s not a lot I can say to lift your spirits – that is, unless you’re a geeky online marketer like me.  Because a great way to improve the day of an online marketer, or online business owner, is to increase the traffic and sales to their sites. Therefore, today I thought I would post some tips to increase your Pay Per Click traffic, and hopefully there will be something new you can use.

 

1. Broad Match Modified

My favourite match type! If you’re not using BMM keywords in your Adwords campaign, try it out now! Just use Broad match, and then put a + in front of the keywords which you want to make sure are included in the search. Read my recent post about BMM in Adwords.

 

2. Turn on Extensions

Increase the click through of your ads by turning on as many extensions as are relevant for you. Simply go to the Ad Extensions tab (if you don’t have it, add it using that drop down button on the far right next to the tabs, then choose all the extensions you want to use.

Adwords Extensions for PPC

 

3. Other Networks

Have you tried the Microsoft Adcentre or Facebook Ads yet? The interface is a little different (for Facebook, actually very different), but it can offer some new traffic opportunities for similar costs to Google Adwords. The volumes are unlikely to be anywhere near as high – but you can give it a go!

 

4. Dynamic Search Ads
Dynamic search ads use natural search technology to crawl your site and match your pages to searchers queries. It can be used to help fill in the gaps which your normal campaigns might not cover – particularly important for sites with very large, or frequently updated, inventory. And, why yes, I have written about Dynamic Search Ads previously.

 

5. Product Listing Ads

For our Foreign Friends – If you’re in the UK, USA, Germany or France – you could implement Product Listing Ads – which have been a great traffic and sales boost for our clients.   Find out more about Product listing ads here.

 

 

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