Tag Archives: ppc agency

Linkedin Targeting – How to Create Targeted Audiences That Scale

With hundreds of millions of followers, Linkedin is practically the biggest social media platform for professionals. Targeting the right audience on linkedin is key and needs to be done with precision. Truth is, it is easy to target so many people and still not reach the people relevant to your business.

Reaching your target audience

Sponsored content ads are a great way to reach out to your target audience. Unlike regular audience targeting that makes use of age, gender and other less specific details, sponsored ads allow you to use more detailed demographics such as geographic area, type of industry, position and experience and even certain companies and groups.

Interestingly, audience size matters, but so does audience relevance. If your sponsored ad is too specific, you may miss out on a significant part of your audience, and if it is too generic, you may be wasting resources with little effect.

To create an audience that is wide enough and is relevant as well, the following tips would be great to use.

Basic Linkedin research

When you have figuredout what audience group you want to reach out to, get information from their profiles to see what common features they might share.These features include their geographic region, job titles, positions and so on. This information can help you decide if you can focus your ads in certain areas.

Merge your target features

Given that users rarely give all of the information you need to find them easily, you could run similar ads for several audiences. This will give you enough data to determine which audience you should spend time and resources on.

Try job title against skills. Job titles are relatively easy and there quite a lot to choose from, but skills can give you a broad audience with relevance as well. Try job function and seniority, specific industries and regions, skills and seniority, and so on.

Multiple campaigns allow you target the same persona on a larger scale, making sure you do not leave out any relevant audience. With these campaigns running, you can figure out what works and what adjustments to make at lower costs.

Use your retargeting options

Linkedin retargeting options allows you to make follow up moves on potential customers who may have checked out your page or taken some other relevant action.

The algorithms come into play

The audience expansion option on Linkedin helps you create a wider and relevant audience using the analysis on the features of your target audience.

Don’t forget to…

  • Use matched audiences to get the details of your existing contacts
  • Create specific audiences using the Demographics tab in campaign manager

Keep experimenting and working on your ads

Grow Your Business with a Chatbot

The business world is constantly adapting by incorporating technological advancements in a way that furthers productivity. One such form of technology that is rapidly gaining attention is the chatbot.

What is a chatbot?

A chatbot(also called chatterbot) is a software that performs an automated function in the form of simulating conversations, via voice or text interactions. As the name suggests, their primary function is to chat with the customers.

They often appear on sites and applications with a chatting platform. They begin conversations with customers or give responses, usually in the form of helpful tips, advice, recommendations and instructions.

How does it work?

Chatbots work by giving preprogrammed conversational prompts and responses to customers. While this might sound limiting, many sophisticated chatbots are able to handle a wide variety of conversational cues.

Of course with chatbots the goal is to seem human in dialog, but it is fine if they fall short of this. Apart from the fact that AI technology hasn’t quite reached that level of sophistication, it is also not the key selling point of a chatbot. In a world as automated as the one we currently live, the human touch is simply not as important as functionality and effectiveness.

There are three generally accepted types of chatbots; stateful, semi-stateful and stateless bots.

  1. Stateful bots are able to retain information given during conversation and will make responses based on this conversation. That means they learn and evolve based on each conversation.
  2. Stateless bots are unable to retain any information and will respond to each message independent of any previous message. In this case, their responses are not linked to any previous message.
  3. Semi-stateful bots are able to retain some information in responding to messages but only for that particular conversation. With each conversation, the user must start over.

It’s Effect on Your Business

As messaging programs, chatbots are able to run indefinitely needing no breaks, no time to think, and no need to consult any other source of information. This means they are able to perform conversations instantaneously and they are always available. Many customers would appreciate this interaction as it means they can obtain relevant information anytime while skipping the wait.

Chatbots are especially beneficial to small businesses because of their capabilities. One simple software will attend to the needs of multiple customers simultaneously with no loss of effectiveness relative to the number of customers. This is incredibly useful, especially for businesses with small staff who can’t field every question.

This software is capable of performing more than just messaging functions. Depending on the software programmers they can receive payments, make adjustments, contact administrators, make orders, and collect statistics. Like any other form of software, they can be programmed to perform a host of functions beyond their primary use.

Considering these and more, it seems a good idea that every business online strongly consider adding a chatbot to their platform if they want to see it grow.

Work Habits & Resources for the Stressed-Out PPC Manager

PPC management is no joke. It can get extremely stressful and put your head in a spin. The stress can even go as far as affecting your work, especially your organisation as a PPC manager. You can choose to take a break and relax, but then work only continues to pile up, and let’s face it, some accounts need real-time management.

As a PPC manager, you’re not superhuman but are expected to pull off superhuman tasks and beat superhuman deadlines even on your random bad days. This need calls for more than your PPC analytic tools, your prowess at identifying killer keywords, making bids, and facilitating ad campaigns. You’re human and there’s a need to manage your time efficiently, organise your personal work process, and stick to a schedule if you’re going to successfully pull off those superhuman stunts.

Here are some guidelines, work habits and resources that can help you beat those steep odds and reduce the stress you incure on you as a PPC manager.

  1. Keep a strict schedule and stick to it

Always setup a schedule for the day’s work with detail on what to do and how to do it. You can go at it the smart way with apps that can remind you of your next job and everything you’re about to do. Great resources for this include todoist and Wunderlist. With these tools you can happily free you’re up memory and focus on your tasks and when it’s time for your next job, you get notified. You can also assign, track, and set new jobs and tasks for your team using apps like wunderlist.

  1. Take lots of notes

Remember, you’re human. You can get forgetful at times, and that’s okay. But where it’ll be unforgivable, is where that forgetfulness costs you an account. That being said, it’s vital to keep notes of accounts details, strategies, client budget, client location, campaign particulars, and so much more.

Sure the human brain is a giant storage unit, but accessing somethings at certain times can be difficult. So using notes is ideal. If you’re not the old school type that would like to scribble with ink and sheet, then there are amazing tools such as Microsoft OneNote and EverNote that you can use.

  1. Nudge yourself by setting marks and challenges

We humans are a competitive lot and you can use that trait to your advantage. While you work on tasks, you can tell yourself that you’re beating a mark, setting a record, or you can simply promise yourself a bar of chocolate (or a favourite something) if you beat a deadline. This way, you can speed things up. There are also apps for this effect. They include Write or Die, an app that makes horrid noises when you stop to write; and Habitica, an app that rewards you with a new pixellated sword for every task you complete from your to-do list.

  1. Work within a friendly environment

Your environment can cause disruptions in your work flow. So keep things organised and optimum as much as you can. If there are elements that can draw away your attention, take them away and those that can help you concentrate, include them.

Conclusion

Your work habits go a long way in saving you time and saving you from stress. The PPC business doesn’t need to suck up your entire you-time and stress you out at while at it. Go at things the right way, work efficiently, and nothing will stop work from getting more fun.

Ads in Mobile Apps: Not Just For Other Mobile Apps

 

Placing ads in mobile ads is proving an interesting and highly productive model to reach your targeted audience more quickly and effectively.  The good thing about this advertising technique is that your product doesn’t have to be an app too, although that’s also an option you can explore.

For example, think about the results placing an advert on luxury but affordable fashion accessories in a fashion or makeup app for women. As with many display options, this is a funnel model that lets you narrow down to your target audience; and you can set it up in your account. Here’s how it works:

First, you set up a “Display Network Only” Campaign. A screen will appear with options, select “no marketing objective,” and then click “ads in mobile apps” from the list that follows.

It’s always a smart thing to do to also select your preferred operating systems and devices. So depending on your audience analytics (it’s advised you do a testing), choose the most relevant option to you from the “Mobile” and “Devices” list from the drop down menu. Then you may also add other OS and device models in a hierarchical order to broaden your reach.

Next, select the app categories for your adgroup or adgroups. There are several of them, and they’re just as same as the list that appears in every mobile device store. They include ALL apps, business, entertainment, food & drink, finance, games (further categorized by game type), health and fitness, house & home, lifestyle, medical, musical & audio, navigation, news, photo & video, parenting, productivity, travel, utilities, and weather.

If, like in the example I cited earlier, I wanted to reach out to fashionistas, I’ll choose the most relevant categories and Google will give me an estimate of my weekly impressions. It’s a wide audience and I could choose to further narrow down my audience and using specifics by defining my target demographics, applying a remarketing list (such as a consumer match), and even detailing the amount of time that should elapse after a consumer has bought their mobile device.

The ad format options available for your in-app advertising are app/digital content ads, image ads, and text ads; and the size options include 300 x 250, 320 x 50, and 336 x 280 interstitial for mobile phones; and 468 x 60, 728 x 90, 300 x 250, and 336 x 280 interstitial for tablets.

Ads in mobile ads can be a very useful model for targeted ads as a product or services audience can be more easily and specifically reached where they commonly hang out online; where you can say hi and hopefully drive click traffics.

Google Announces Major Changes to Ad Rotation Settings

Google recently announced some major changes to ad rotation settings in AdWords that will take place starting from the 15th of September. These changes will bring an end to the long-standing debate among advertisers about the best way to test different ads in each ad group. While all paid search advertisers can certainly agree that ad testing is important, should they let them rotate blindly, make changes after a 90-day period, or optimise them to increase clicks and enjoy more conversions? It seems the answer doesn’t matter anymore because now, the changes simplify the matter by trimming the AdWords ad rotations settings for a simpler solution.

The Major Changes to Ad Rotation Settings

Google AdWords will support only two rotation settings where you can either choose to optimise or rotate indefinitely. The first option to optimise (prefer best performing ads), will employ Google’s machine learning technology to deliver ads with the potential to do better than the other ads in the ad group. Choosing ‘do not optimise (rotate ads indefinitely) allows your ads to rotate continuously without putting priority on better performing ads to a user’s search.

The existing settings ‘optimise for conversions’ and ‘rotate evenly’ will be abandoned and where the options to ‘Optimise for clicks’, ‘Optimise for conversions’ and ‘Rotate evenly are being used by campaigns, there will be automatic change to the new ‘Optimise’ setting.

Regardless of how campaigns set their ad rotation settings for their smart bidding strategies like Enhanced CPC, target CPA or target ROAS, their ad rotation will automatically be set to ‘Optimise’ as a result of Google’s new decision. In addition, advertisers can easily control their new ad rotation settings at the campaign level and at the ad group level as well.

The Impact of the Changes on Advertisers

Besides the major effect being forcing search marketers to stay on top of their testing schedules if they aren’t already, the announced changes to AdWords rotation will affect many advertisers using the usual ad rotation and bidding strategies.

This means if your campaigns currently make use of either the ‘Rotate evenly’ or ‘Optimise for conversions ad rotation setting’ you will notice the new changes in your account sometime in late September. Campaigns employing smart bidding strategies such as target CPA, enhanced CPC or target ROAS bidding strategies are not left out either.

Although some advertisers would naturally not be inclined to trust Google to optimise their ad rotation, you can reasonably expect to see positive performance n CTR and CPA from making the change.

Preparing for Changes in Ad Rotation Settings

There’s nothing to be done in advance since the transition will automatically occur in late September. Still, it is advisable to pay close attention to your accounts in order to see how they respond to said changes.

Advertisers presently making use of the ‘Rotate evenly’ option should work to finish up current ad tests and possibly migrate to an optimise setting before the ad rotation change takes place to get the most out of ad tests in the future. A smart bidding strategy is a better option for advertisers currently using the ‘Optimise for conversions’ setting in order to optimise their bids in real time auctions.

On a final note, if you are dissatisfied with the proposed changes to be made to your account, you can always choose the ‘Do Not Optimise’ ad rotation so that your ads are rotated evenly into each search auction.

AdWords Announces Upcoming Changes to Enhanced CPC Bidding

FCD-Blog-google-changed-enhanced-cpc

In the middle of May, Google announced that AdWords will start rolling out changes to enhanced CPC bidding (eCPC) beginning in early June. Advertisers logging into the AdWords interface would likely have seen the notification indicating these changes.

Background of eCPC bidding

AdWords presents advertisers with various bidding strategies to use to achieve their aims. While advertisers can decide to bid for a target CPA, bid for a target location on the SERP, pay for display ads, or pay for video views, majority of advertisers choose to depend on cost-per-click CPC bidding.

Advertisers’ accounts easily grow in complexity and size, and with this growth, it becomes difficult to manage a rapidly growing load of audiences, demographics, keywords, and bid adjustments in campaigns. It is for this reason that Google introduced eCPC in 2010, rolling out a major change in the way cost-per-click (CPC) bidding works. By introducing eCPC bidding, they were able to take some load off the shoulders of advertisers.

The change allowed Google to dynamically adjust advertisers’ bids within a range of 30% if the AdWords algorithm believed a click was likely to lead to a conversion. Since it was introduced, eCPC bidding was used for new campaigns as the default bidding strategy, which in turn gave Google more control over bids.

What do the new changes mean?

Adwords eCPC Update
This is the official word from Google on the eCPC update.

Before the new changes, the eCPC automatic bidding strategy would increase an advertiser’s keywords bids by up to 30% if the AdWords algorithm noticed a click which may be more likely to convert. When automatically adjusting bids, the algorithm would take into account the time of day, users’ location, device, and browser, and before those, any manual bid adjustment.

With the new adjustments to eCPC, Google will be removing the 30% cap, aiming to help advertisers to gain more conversions. The new changes will not adjust bids based on device, and advertisers who have no conversion stats and those with strict CPC KPIs need to watch out.

While it is possible that advertisers will pay more than their maximum CPC for one click in eCPC bidding, Google says it will try to keep average CPC under maximum CPC bids. With the 30% cap removed, Google may become forceful in making automatic bid adjustments.

Also, Google may adjust advertisers’ bids for different demographics, similar audiences, and remarketing audiences. Regarding bids for different locations, if Google’s AdWords algorithms find local markets with higher conversion rates, your bids for that location will automatically be adjusted.

For advertisers using eCPC with excellent results, it is recommended to test for some time and see how the new changes affect conversion rate, average CPC, and impression share.

Google is Making AdWords Smarter with Exact Match Keywords


The days of having to enter loads of exact match keywords are soon coming to an end. Over the next few months, Google will effect a series of changes to the way AdWords processes keywords.

What happens now is if you sell children’s clothes, you’ll likely include “children’s clothes” in your list of keywords. For a potential customer to find you, they would have to type “children’s clothes”. If you want to ensure more people find you, you’ll add different variations such as “clothes for children”, “kids’ clothes”, and so on. Of course, this can get tiring and on many occasions, you may be unable to target all the possible keywords.

Because Google understands that this can be a difficult matter for advertisers, they’ve decided to expand close variant matching to help advertisers reach more of their customers. These are the changes they’re making:

Ignoring function words

Google is going to start ignoring function words as long as they don’t change the meaning of the keyword. Function words are prepositions such as “to”, conjunctions such as “but”, articles such as “an”, and other words that don’t alter the intention behind the user’s search. For example, the “in” in “restaurants in Vancouver” can be ignored because it doesn’t change the meaning. However, the “from” in “flights from Vancouver” doesn’t have the same meaning as “flights to Vancouver”.

Words can appear in any order

An exact match keyword will be matched with different queries even if the words are reordered. The only condition is the meaning must remain the same and retain the intent behind the user’s search. Using the same examples above, “restaurants Vancouver” is the same as “Vancouver restaurants”. However, “Vancouver to Toronto” is certainly not the same as “Toronto to Vancouver”.

These changes are to be effected over the next few months starting with English and Spanish, with other languages following through the rest of the year. Google expects to see up to 3% more exact match clicks.

What do advertisers think?

On day 2 of Search Marketing Expo (SMX) West, Mindstream Media’s Stephanie Cheek shared her thoughts on Google’s AdWords update. She explained that advertisers would have to retrain themselves to use and think of exact match keywords differently. Mindstream Media’s report from the panel discussion states that many advertisers were uncomfortable with giving up the level of control they have with exact match.

Scotty D on Google’s advertiser community believes the update is certainly a step in the right direction. He points out that 20% of searches in the US are now by voice, making it harder to pinpoint all query variations that may capture a user’s intent.

Location Extensions for your local business’ Google Display Ads. What good are they?

8-google-adwords-campaigns

Location extensions are a Google AdWords feature that allows for the adding of location data concerning a business into an ad. But why are these extensions important? And how can you use them to your advantage?

Location extensions assist people in discovering the location of a sought after local business with the aid of Google Maps and Google.com. Doesn’t matter what the business offers. As long as it’s listed and it has a physical location, Google will help you find it.

With the help of Google Display Network ads, a store’s photos, working hours, and location are automatically uploaded for the benefit of shoppers who are interested in what said business has to offer. A good example would be of an individual interested in limited edition sneakers browsing online and coming across local information of a little known store selling limited edition, one of a kind Nikes. This would mean thanks to local extensions, our friend with the sneaker fetish can visit this neighbourhood store he’s never heard of and maybe find something interesting.

To help users along, Google has started automatically adding location extensions to Google Display Network ads that are eligible when a user expresses interest in a certain kind of business and is in the locality of said business.

As a business owner, what you can profit from using Google AdWords location extensions is quite extensive. Such as, but not limited to;

  1. Acquiring extra ad space for communicating your business’ value: With local extensions, you’re no longer limited to only traditional costly methods of advertising or social media. Now you can reach potential customers who are in the actual vicinity of your business and are looking for your specific services
  2. Encouraging potential customers to walk through your store’s front door: Potential customers who would have never known of your business’s existence now have a higher likelihood of visiting you. This is thanks to location extension’s targeted approach.
  3. It also improves your Click through Rate by up to 10%, which in turn improves your Quality Score and reduces your advertising costs.
  4. With location extensions, customers have more ways to interact with your ad instead of just viewing it. The can click on the ad’s headline, or hit a “click-to-call” button, or better yet, get directions to your business’s location. This added functionality comes at no extra cost to your business because you’ll still be charged the same Cost Per Click regardless if the user chooses to visityour website or your local store, or call.

With this information you can now decide if location extensions are worth it to your business and how to go about benefiting from them. Up your business’ publicity by making the best out of this added feature from Google.

The Latest Technology That Has Helped Changed Digital Marketing

The role played by digital marketing: Marketing is becoming the key factor in promoting the business & making the consumers understand the true value of the products & services provided to them by the various companies & other organizations doing business in the consumer market. Marketing has gained widespread popularity among the business professionals who want to increase their popularity & appeal among the buyers or consumers. The viewers who are the consumers are getting to know about various products &services provided by the companies with the help of digital marketing which is making huge hype among the people. The digital marketing is taking the help of digital devices to do marketing in the era of technology where internet technology is playing the predominant role. The growing use of internet among the people has increased the popularity & importance of digital marketing among the business head. Digital marketing is preferred more by the people as it is effective, less time consuming, easy & can be viewed by millions of people residing in various parts of the World. Leading Pay Per Click Company is getting huge response among the business heads & other officials who have really benefitted with this service.

The increasing fame of Reliable SEO Services in UK: UK seo agencies & companies are providing extraordinary SEO services to their increasing base of clients helping them to attain widespread acceptance among the consumers who are having a good impression about the companies which are seated on the top of the search engine result page returned by the various search engines available in the web browser. The commendable SEO services provided by the SEO firms of UK are making the clients increase their business in various parts of the world earning huge amounts of profits. The SEO firms are creating a strong impression about the client’s company helping them to do well in the business giving tough competition to the competitors.

The rising popularity of PPC Management Agency in to today’s time: The pay per click services are in total sync with the online technology which is widely used by the people. This technology has achieved a lot of response among the human society as it is proving beneficial to the human lot helping them to spread their business in different parts of the world.

Hence, these are the pioneering techniques which are proving very effective for the businesses taking place in this world.

The New Innovative Technologies That Assist Marketing Efforts

The role of marketing in the modern era: Marketing has earned a new meaning in the modern times because of the new technologies & techniques which has come with the coming of the internet technology. Marketing is a very important process which is used by the marketing individuals to promote the products & services of the clients among the consumers. Marketing is playing the key role today in determining the success of a business or any other organization. But it is definitely important as it makes the people aware.

The role of the marketing individuals: Marketing individuals are the people who know marketing very well. These are trained people who had made marketing their profession. There are many companies who hire marketing individuals to do the task of marketing & there are many companies who have marketing individuals who look after the marketing needs of the company in which they are working & are getting paid for. There are many companies who have a separate section for marketing where all the marketing needs & requirements of the company are taken care of.

The credibility of the new marketing techniques: PPC Agency is the new form of a marketing technique used in today’s technological sound era where people have made internet their lives & technology is integrated with the lives of the people. PPC agencies work as intermediaries between the client & the marketing professionals who are providing the PPC service which is also known as pay per Click service, a new form of digital marketing process. PPC Company is providing the service of Pay per Click which is turning out to be useful to the business companies & other organizations. SEO services or Search Engine Optimization services are a popular form of PPC service which is playing an effective part in the process of digital marketing which is the new attraction of recent times.

The nature of the SEO services in United Kingdom: UK SEO Services are very popular as they are providing the best SEO services to the clients which contain many big & popular companies. The individuals who are working are skilled & competent people who have vast knowledge regarding the work they are performing.

Hence, it can be stated that the new process of digital marketing is proving to be very beneficial to the people.