Tag Archives: ppc optimisation

Keeping Up-to-Date with Google’s Latest AdWords Changes

Google Adwords

Google lately announced a number of important changes it made to AdWords at its last Performance summit in San Francisco. The modifications (6 of them) will allow advertisers close the divide between the digital and the real world.

Mobile was the main topic during the announcement, seeing as more than 50 percent of Google search occurs on a mobile device.

Not surprisingly, Google’s previous launches earlier in the year such as the Accelerated Mobile Pages was also focus on improving search on mobile. Others include removing the right-side ads on desktop search engine results and testing text advertisements with expanded fonts

Google’s 6 AdWords Updates are:

  1. Expanded search text ads

In the first quarter of this year, Google tried this feature with some marketers and observed a 20 percent increase in click-through rates where it was applied. The new ad characters are created to fit the screen size of popular smartphones, and provide more advertising space for brands to display more detailed product information.

  1. Mobile-responsive adverts for Google Display Network

AdWords native ad units will now easily be fit into different content types across the over 2 million publisher websites and apps. Pay-per-Click marketers only have to provide headlines, description of ad, photo and URL. Google will automatically enhance the ads to be offered as native ad components.

  1. Remarketing campaigns getting modified

AdWords will now allow you increase the reach of your Google Display Network remarketing campaigns by giving access to inter-change inventory. The ads will release new native inventory in apps and mobile sites on the content network. This is a boost for ads that have been depending on third-party networks to serve their native ads.

  1. Location search ads to be available on Google.com and Google maps

Although this new feature is still in the testing stage, these ads will help increase the in-store traffic of retailers. Almost a third of all mobile searches are from locations. This ad format will include promoted points for nearby businesses, and a new look for local business webpages.

  1. AdWords bid adjustments for specific devices

Google will offer the brands the ability to place individual bid adjustments for specific devices such as laptops, desktops, mobile and tablet. Advertisers will now be able to set keyword bids according to the devices their ads are displayed on. The feature will increase the level of control advertisers have for each product with respect to device promotion strategy.

  1. AdWords interface design

Adwords Redesign

The last update is a redesigned AdWords interface that will be launched in 2017. The interface is a minimalist, user-friendly platform that will be visible at the campaign, ad group and ad level categories.

What you need to know about Google AdWords Expanded Text Ads

google-adwords

The benefits of a well implemented PPC campaign are undeniable. With a thorough understanding of the keywords you want to rank for, you can gain exposure and visibility in an incredibly short time. Currently, Google AdWords gives you a line for your headline, your URL and 70 characters worth of ad text, or description copy. But that could soon change due the updated AdWords expanded text ads.

fcd-adwords

As part of Google’s commitment to regularly testing different ad forms with the goal of “providing useful information to users and driving even better results for advertisers”, they’re testing a new Google AdWords format in a closed beta known as Expanded Text Ads.

Extended Headlines

Before now, advertisers could only benefit from an extended headline if they ended the first line of their description with punctuation, such as an exclamation mark.  However, the new format features longer headlines for everyone and more room for description copy. Crafting a call to action in any situation is a tricky task that requires careful consideration for it to be a success, and with just 70 characters to make an impact, that job is made even harder, requiring you to convey your product’s benefits inside out and be brief.

However, Google AdWords Expanded Text Ads give you two lines of headline copy and an additional 10 characters of description copy, giving you 80 characters to play with.

URL format changes

As part of the Expanded Text Ads, advertisers will also add up to two paths to the domain. In the example provided by Search Engine Land, these directories are “/NewYorkCity” and “/Budget”.

adwords-expanded-text-ads-mobile-desktop

This ultimately gives advertisers more freedom and flexibility in specifically targeting their ads to potential customers.

The closed beta isn’t due to begin until the 12th off May, but if it’s successful, you can be sure that Google will begin to roll out Expanded Text Ads to everybody. We’re hoping it works out – just think of the extra ad real estate you’ll have to craft some enticing copy that makes users click.

Split Testing Ads – The Best Way of Split Testing Your PPC Adverts

Split testing ads -Arsenal vs Chelsea

This post covers the topic of split testing ads, and how PPC text ads testing can be related to the beautiful game of football.

Competition

For all the passionate football fans out there we all know that the champion’s league is a competition, a competition of all the elite clubs in Europe fighting for that number one spot. Now 32 teams are split into 8 groups, with each team fighting to top each group.  Competition is extremely important when split testing ads. Comparing and setting up a type of elimination system, between your ads similar to the champions’ league group stage with all adverts fighting for that number one spot (ie: better conversion rate or other KPI). Okay here’s how you go about split testing ads. Write two similar ads but change something small, like a call to action or even as little as an exclamation mark, or change something in the headline. Proceed with split testing ads against each other, and once you have collected enough data based on your key performance indicators. You can decide which text ad is your winner. The winner of this ‘split testing ads’ match then moves onto the next round to face a new opponent, perhaps the same ad but with a slight variation, a price or something of that nature. Over the season you will eventually find out your split testing ads champions league winner is.

Barcelona Team (dream team)

Split testing ads - Barcelona 11

At Firstclick digital, we work very close together, I mean literally lol but jokes aside, we all pitch in when it comes to coming up with new landing page ideas, ad ideas, split testing ads and writing text ad variations. Even as a fairly experienced PPCer myself, it sometimes become repetitive with some text ads, sometimes using the same calls to action and phrases. When this happens I simply call on my team to assist me in finishing the race. They lend me a fresh set of eyes. This is a good way get some ideas for split testing ads, in order to find out what might convert best. We often pair up to look at each other’s campaigns and see if we can come up with ideas to beat the current top performing ad text. This is a good way also to improve ad text and the cohesion of the team. Remember teamwork makes the dream work, does the Barcelona team of 2010 – 2011 come to mind?

Premier league

As we all know and I’m not being biased, even though I am English wink! wink!, that the English premier league is the best league in the world, with the best football players from around the world coming to England to play there trade to help enhance the premier league. Here at FirstClick Digital, we are responsible for writing ads targeted to different countries around the world and in an increasing number of languages, which makes the process of split testing ads just that little bit harder. Relying on Google translator or another form of direct translation of your English text ads can be risky, a quick example would be something like, ‘’because’’ and “because of’’ are translated differently into Spanish, and the English word ‘’since’’ often means the same as ‘’because’’ but doesn’t always, if you get my drift. This is where you get that special player from another country to assist your striker, in older to enhance your team. In other words a translator or native speaker, to go through your text ads and write their own edition, in order to right any wrongs, for example spellings, idiosyncrasies and calls to action that might be unique to that particular language that can make all the difference to the Click through rate when split testing ads. And we all know that in Google, a better CTR contributes towards a better quality score.

 

Tactical Decisions

Split testing ads
This screen from one of our accounts, shows two text ads competing against each-other. Text ad 'A' is the clear winner, with a better conversion rate.

In the football game you want your best players to perform but sometimes due to bad management, some managers fail to give their young prospects a chance to perform. The same goes for split testing ads, having been in this text ad writing game for quite some time, I have made many mistakes and one of these mistakes was letting a poor performing ad be shown the same amount of times as a top performing text ad. Which can lead to us missing out of a chunk of clicks and conversions for our campaign. In Google Adwords, I used to use the ad setting ‘Optimise for clicks’ and just left my ads to ‘optimise’ on this setting. I have noticed a lot of people do the same, but the only thing is, they don’t set it up to ‘optimise for conversions’, which I now do. And let’s face it, we want conversions not just clicks. Providing you have a good number of ads variations, you will soon have the top performing text ad, scoring the most goals in your split testing ads competition!

 

FirstClick Digital is a London based digital marketing agency with a wealth of search marketing experience backed up with the technology and valuable knowledge needed to deliver a healthy ROI for any campaign. Feel free to give us a call on 0207 289 3218 or fill out the contact form and see how we can help your business grow!

Visit the author of this post here: John Ezeino