Categories
Digital Marketing Google Ads

3 Responsive Search Ads Testing Experiments to Boost Your PPC Campaign

As a marketer, you constantly need to experiment with your advertising strategies to gauge which suits best to your marketing goals. Responsive search ads are one such type that you need to test for the effectiveness of your PPC management campaign. Testing for responsive search ads can be challenging yet beneficial. 

Many advertisers and marketers were disheartened when Google decided to phase out the Expanded Text Ads (ETA). Yet there are plenty of opportunities for individuals willing to put RSAs to the test, particularly when combined with broad match intelligence. However, it would be complicated to understand what to do if you haven’t closely monitored these changes. 

Through this blog, we’ll walk you through three experiments you may run the next time you create a responsive search ad for a PPC campaign. 

Before we start, for all the new readers of our blog, let us first be familiar with what responsive search ads are and how they work.

How Do Responsive Search Ads Work & What Are They?

Responsive Search Ads (RSA) are an ad type where an advertiser can write multiple titles/headlines and descriptions for one search engine ad. Unlike expanded text ads, you can provide up to 15 titles and 4 descriptions for a single search ad. Responsive search ads aim to provide users with different combinations of headlines and descriptions depending on their individual queries and search history. The more headlines and descriptions you add, the more chances Google Ads has to serve advertisements that more closely match the search queries of your potential customers, which can enhance the effectiveness of your ad campaign.

Google will display 32,760 different variations of the advertisement by shuffling between the titles and descriptions. A maximum of 3 headlines and 2 descriptions can be chosen from each ad to appear in various arrangements and orders. When a user’s search term properly or closely matches a portion of your ad, that portion may automatically appear in bold. The most effective title and description combination will then be chosen by the search engine and used most often. 

Responsive Search Ads Work

RSAs are a simple and strategic way to develop an efficient PPC marketing plan. You can boost customer engagement and reach more potential buyers through responsive search ads.

What Should You Know About Responsive Search Ads Testing?

Initially, with ETA testing, you’d run two (or more) ads with fixed headlines and descriptions, compare their CTRs (click-through rates), or maybe keep track of any conversions that occurred on the landing page. Testing with ETA was not too difficult. 

This strategy worked because ETA typically:

  • Presented itself consistently in the same way to every user.
  • They both answered the same questions.
  • Impressions didn’t matter as much in the testing.

When all other factors are kept constant, an RSA receives 4X more impressions than an ETA.

In other words,

  • Due to higher ad rank, RSAs serve a lot more queries.
  • A dip in conversion rate results from the increase in impressions.
  • Marketing professionals should keep an eye on conversions per impression (manual bidding) or conversions that fall within a target cost per acquisition (CPA)/return on ad spend (ROAS).

Let’s now get started with the experiments:

Experiment No. 1: Mix-And-Match v/s Pinning

Examining the impact of pinning on your campaigns should be the first test you should conduct. 

To determine which headlines and descriptions elicit the best response from readers, RSAs test numerous combinations. While by pinning, you can instruct Google where the headline and description should appear. 

How To Run This Experiment?

Create two similar responsive search ads. You can then add 15 headlines and 4 descriptions as you like to each ad. Ensure that all the headlines and descriptions are the same in both ads.

Once you’re done with this, pin a few headlines and descriptions in one ad while leaving the other unaltered.

Findings

Research has proved RSAs with all elements pinned can get excellent CTR and conversion rates, but when you don’t pin (or pin sparingly), these rates increase even more.

Experiment No. 2: Segmenting By Message

The second experiment we have is segmenting by message, and it is likely the most crucial component of RSA testing. 

The importance of messaging has recently increased due to ad platforms managing more campaigns through automation.

How To Run This Experiment?

As you know, you can design a maximum of 3 RSAs per ad group. Therefore, for this experiment, you might consider reaching a peak.

Each ad group should use a broad match and have a unique theme built around a set of keywords. You might address different personas, pain points, or even suggestions for topics.

Findings

You should learn from this experiment what topics and queries generate responses. Understanding what your clients seek and want to hear is crucial. Since everyone at Google utilizes the same underlying automation, it’s one way to level the playing field and get an advantage over your rivals.

Experiment No. 3: Pseudo-ETAs With A Control RSA

Even though it could be argued that re-creating ETAs by pinning nullifies the purpose of RSAs, some advertisers continue to yearn for that control. Chris Ridley deserves credit for coming up with this strategy of dealing with the restriction of three RSAs per ad group.

How To Run This Experiment?

For this experiment, design two pseudo-ETAs by pinning two descriptions and three headlines. The third advertisement is an actual RSA in which nothing is pinned, and you use the available space to test out fresh messaging.

Findings

You can use this experiment to benchmark the effectiveness of pseudo-ETAs (particularly in terms of CTR). This can be useful for advertisers who constantly need to display specific information, such as those working in regulated industries.

When Used Correctly, RSAs Drives Better Performance

Unfortunately, Google won’t tell you which ad appears for a specific query. Also, it doesn’t show performance based on headlines and descriptions. While determining RSA performance involves a bit of guesswork, you can still structure your campaigns using Google’s data.

RSAs Drives Better Performance

What Are The Elements You Should Keep In Mind While Structuring RSAs?

  • Despite the fact that Google provides feedback through ad strength, you still shouldn’t feel compelled to adjust your advertising per Google’s suggestions to increase your ad strength score.
  • It might be tempting to stuff your ads with several headlines and descriptions, but remember that the more elements, the more guesswork is involved.
  • The structure and messaging are accountable for half of the campaigns’ results. Therefore, structure your RSA account with all the fundamentals, including positioning and good website experience. Also, collaborate with your clients and stakeholders to establish realistic expectations.

Conclusion

RSAs are one of the best illustrations of Google’s automation innovations, which call for a mindset shift. However, you need to be patient while optimizing your campaign’s outer edges (including the structure, creative, and data). With RSAs, there’s a great opportunity for PPC agencies with bright and imaginative advertisers to prosper.

Categories
Google Ads Sales & Marketing White Label Services

Boost ROI With The Help Of Buyer Personas In Your PPC Campaign

A business success leader, Amanda Farley, once said, “your strategy only begins when you know who your players are.” In the marketing industry, these players are your customers. So when you are planning a marketing campaign for your business, we know that it revolves around the customers only. The question is, what do you, as a PPC marketer, consider while developing your campaign strategy? Is it still the “Keywords” only? That’s quite shocking. Being a renowned PPC company in India, you should compose a more intriguing plan of action.

We strongly recommend you shift your game plan from keywords to an audience-driven approach with the help of audience personas in PPC campaigns. Consumers do not know you or your brand, and they just don’t trust you. You need to understand that we are marketing to real people who live complex lives. Therefore, creating a PPC campaign that is powerful enough to stand out from all your contemporaries is crucial. For better interaction with your audiences, your PPC campaign has to be personalized using the buyer personas.

What Is A Buyer Persona?

A buyer persona is an imaginary portrait of your ideal customers. It describes your ideal customers, their days, the challenges they face, and how they make decisions. A buyer persona helps marketers to be apprehensive of their client’s desires.

A company might have more than one buyer persona; that’s common. For example, if your end-user wants to have second opinions before making the buying decision, then every individual involved in that decision is a separate persona. Every individual has different criteria to evaluate your product, so you will need different strategies to address the needs of all individuals. 

Why Do Marketers Need Buyer Persona?

Buyer Personas help businesses to understand and relate to their clients, so they can do a better job of attracting and retaining them. They make sure that all your customer acquisition and retention efforts are altered to the targeted buyer’s needs. 

People generally gravitate towards the business they know and trust while buying a product or service. While most companies do not bother about their client’s wants and needs, they flaunt what they offer, resulting in losing the customer’s trust. Therefore, the finest way to build trust is to show genuine understanding and concern for your customers. Designing buyer personas, especially for your PPC campaigns, and using them as a constant reference point for your company will help you stay focused on your clients’ needs.

What Is A Buyer Persona

How Buyer Personas In PPC Campaigns Help With Increased ROI?

Understanding different buyer personas, you can pinpoint what each audience cares about the most and what channels they’re most likely to engage in. These findings will obviously help you create a more consumer-focused PPC campaign, resulting in more lead generation, more sales, and, thus, higher revenue. We have four types of buyer personas that are categorized into the following:

  1. Economic Buyer: Economic buyers are ROI-focused and require social proof before making purchase decisions. Therefore, they prefer content with data visualizations, pictures, and charts. They also watch a lot of video content and favor financial models and case studies. 
  2. User Buyer: The user buyer is interested more in details than the high-level overview, which is more fascinating to economic buyers. They are the ones responsible for eliminating potential solutions and are aware of all the crucial elements that influence their choice. Factors influencing user buyers include charts, infographics, comparison charts for solutions, or category matrices.
  3. Technical Buyer: The fundamental duty of technical buyers is to act as interference for the economic buyer. Technical buyers use the user buyer’s expertise and are data-driven. The only concern this buyer keeps asking is if the solution being offered has what it takes to make the firm successful.
  4. Coach: A Coach can be any of the other buyers mentioned or any outside influencer. They are the ones who might get potential personal gain from your win. The secret to successful marketing efforts is having a key influencer in your target market who is also a coach.

You may wonder where you’re going wrong with the buyer personas and still stuck on your prior year’s revenue figure. The reason behind this is the incorrect implementation, and the problem is that marketers aren’t sure how to integrate buyer personas into the sales cycle.

Implementation is the key, but it can be difficult. You need to understand the correct chronology of the process. Buyer personas are easiest to use in PPC when they are included during campaign setup. In this way, persona targeting serves as your campaign’s default foundation. 

The next step of your PPC campaign is personalized, specific, and targeted advertising. Create effective ads, landing pages, and more user buyer personas. Put your buyer personas into practice by using the following suggestions.

Concentrate On Your Target

To target the right buyers, it’s crucial to put your buyer personas into your PPC platforms. If you’re using Google ads, you can upload customer personas demographics using the audience builder tool. It would help if you used tags to build your audience. The data from your Google Analytics website can then be linked with Google ads using Google Tag Manager. This will give you a comprehensive perspective of your current personas and the tools to sort through the many personas that will be visiting your site.

Plan Out Your Campaigns Well

An additional easy approach to leverage your buyer personas is the campaign settings and organization. Always remember that every consumer persona experiences a different path to purchase. Organize your campaigns to speak to the individual experience of every persona.

Start designing your campaign by adding one ad group per persona. You might want to create different campaigns for each persona. You can have greater control over your ad targeting and messaging by separating each persona from others, thereby improving the overall experience.

Don’t forget to add an ad group for buyers in each persona’s awareness, consideration, and decision stages. With this, you can easily customize your ads to meet the needs of each persona as they go from the top to the bottom of the funnel.

After all of this, you could get an accurate buyer persona, but if you start out by making a hard sell to a consumer (even if it’s personalized), they still won’t convert. This segmentation method makes it easier to personalize your ad groups and is fantastic for tracking and attribution.

Use Your Persona’s Lingo

You can directly address your personas if you understand how they communicate. Please make use of their natural way of talking. Add slangs that your targeted personas use. It will captivate their interest like nothing else.

Messaging & Keywords

Buyer personas help you identify your customer’s sore points. Once you get what your users need, you can modify your PPC campaign’s keywords, ad copies, and landing pages to match your client’s desires.

You should select keywords addressing the buyer’s sore points. For example, if your buyer is looking for some traveling accessories, say, a pillow, you might assume it is a regular pillow. Your buyer persona shows that the customer wants a neck pillow. So instead of targeting keywords like ‘pillows,’ you should use a more specific keyword like ‘neck pillow.’

Make sure your landing page reflects your keywords and ad copy. Create one landing page per persona for each funnel stage. Suppose you have three personas, meaning each persona has three ad groups (per funnel stage), creating a minimum of 9 landing pages. Designing these landing pages may take more time, but the result will be more clicks, engagements, and revenue in the long run.

Advantages Of Buyer Personas In PPC Campaigns

What Are The Advantages Of Buyer Personas In PPC Campaigns?

Buyer personas work excellent for PPC campaigns because they:

  • Assist you in attracting customers at the top of the funnel fast to move on to later phases.
  • Enhance the user experience as your team better understands the client’s perspective.
  • Targeting the most pertinent audiences helps you save your ad spend.
  • By focusing on a specific population, you may improve your PPC targeting.

Although you probably have an idea of who your target audiences are. Still, it is beneficial to ask your team to create buyer personas; after all, they provide a structure that can be shared and integrated into your workflow. If you need assistance constructing buyer personas for your business but don’t have enough resources, feel free to contact ROI Minds, a leading digital marketing industry. We are elated to help you create influential buyer personas for your PPC campaigns, which will help you understand your end users more effectively. You may contact us for more services, including eCommerce Marketing, Content Marketing, White Label PPC Services, SEO Marketing, etc.

Conclusion

Buyer persona guarantees that your marketing efforts don’t go in vain. If you want your customers to pay attention to your offerings, you must first listen to them as a responsible brand. You must consider your customer’s sore points first to improve the effectiveness of your online advertising. 

Create an advertising plan that stands out from others and gives the impression that you can actually read minds. Using PPC personas give your business a strong foundation for advertising and can also boost search engine marketing results in terms of ROI and profitability. It would be best to humanize the advertising campaign to build a bridge between brands and customers.

You don’t need to go on the journey all alone. Trust a team of experts and hire a performance marketing agency that knows all ins and outs of your business objectives and delivers what you quench for.

Categories
All SEO

5 Sturdy SEO Trends Dominating The Digital Market In 2023

Since the pandemic hit the globe in 2020, there has been constant turmoil in the business world. We have been on the war front since then. Talking about the digital world of business, one such core battle zone is SEO.

Everyone wants to be on top of SERPs, and the SEO industry is very impulsive. As we all know, Google keeps updating its algorithm from time to time, and therefore, we need to update our SEO strategies accordingly to be persistent with our search engine ranking. Today, SEO techniques are so different than they were years ago, and the market is so unstable that if SEO remains inactive for a year, you’ll sense a whole generation gap in the strategies. Hence, it’s crucial to stay awake.

This article will enlighten you about the newest SEO trends dominating the market in 2023 to increase your online presence. Furthermore, this will help you attract new clients with influential and targeted content and establish local significance in your area. We bring up some of the most potent SEO trends and tactics you should implement to outperform in 2023.

1. Core Web Vitals: Core Web Vitals are a new hot trend in the SEO community. You can fix your poor user experience with it. It is a set of important ranking variables that Google uses to evaluate the overall user experience on any website. These factors ensure that no user visiting your website should take an early exit due to poor page experience.

Core Web Vitals is a set of three measures of speed and interaction; largest contentful paint (LCP), first input delay (FID), and cumulative layout shift (CLS).

LCP defines the time it takes to upload the largest content on a page.
FID evaluates the time a site takes to respond to a user’s first interaction.
CLS focuses on the number of layout modifications the page has had over its lifetime.

As they are now a pivotal ranking factor for Google search as a part of page experience signals, improving your Core Web Vitals will have a tangible impact on your search engine performance. Although this technique requires skilled developers, there are some free tools like Google Search Console and PageSpeed Insights that will help identify the areas you need to improve.

2. People Also Ask: One of the most common search features to use is people also ask. You must have seen those useful drop-down accordions showing up relevant answers to your query while you Google something. This section of SERPs is called People Also Ask.

People Also Ask

The search engine recently added this feature to provide customers with on-demand, real-time information. Without having to browse through website after website, these drop-down boxes can significantly help users to view important information relevant to their query.

According to a study, out of 2.5 Million searches, 48.4% were based on “people also ask.” To top the SERP ranking, you must answer frequently asked questions. To get your hands on it, you can use a keyword tool to find the right keywords your users might be searching for and include them in your answers. Be sure to include your content’s queries in H2s and H3s or create a FAQ section. This is a wonderful way to increase your SERP’s visibility in 2023, even if the web page where you provided your answers ranks lower on search engines.

3. Google’s EAT Concept: Your website runs based on the quality of your content. Google uses EAT criteria to determine whether your site provides relevant content. EAT stands for; Expertise, Authority, and Trust.

Initially, it was easy to buy a well-established or keyword-rich domain name for your page and sacrifice its originality. Thanks to Google’s algorithm, the domain name has no more impact on your search engine rankings. The EAT concept has replaced it. Now you have to work on your branding, accountability and authorship. EAT is a huge part of an effective SEO strategy. This also refers to creating long-term content for your website. You can improve your EAT if you follow the guidelines given below:

  • Create unique and authentic content that people are searching for.
  • Provide your source’s references.
  • Make sure the author’s bio represents their level of experience.
  • Useless advertisements, paid link campaigns, auto-generated material, or openly “salesy” content should all be avoided.

Furthermore, if your website has insensitive content, Google’s algorithm will push your website to the lowest placements in SERP layers, which will negatively impact your ranking and, thus, image. Therefore, you must be careful to create user-friendly, unique, and error-free content. False information can be disastrous for your site and eventually attract bad reviews. As a result, users will dump your site if you don’t create clean content.

4. Video SEO: Videos are a popular marketing tool in today’s modern business era. People tend to watch videos over text to gain information. Therefore, it is no surprise that video marketing is snowballing, and so is video SEO.

video SEO

Let’s face you with a fact today. Per the fresh SEO stats, there are currently 800 million Youtube videos, with more than 37 Million active channels. Also, as per the latest study, it is estimated that by the end of the year 2023, video content will account for 82% of all global IP traffic. Hence it is critical to have SEO strategies that include videos if you want to be placed as high as possible in SERP.

With the introduction of Google’s MUM algorithm favoring videos, optimizing your video content for search engines is crucial. You can achieve this by adding relevant keywords to each video title and description, thus fascinating more clients.

How To Optimize Your Videos For Effective SEO?

To achieve successful SEO, follow the steps:

  • Firstly, pick a focus keyword as usual.
  • Optimize your title and description.
  • Pick suitable tags.
  • Create an exciting and entertaining script for a video.
  • Create longer-form videos.
  • Retain people’s attention with gestures and other tricks.
  • Encourage participation with CTA like “Click subscribe/like to.
  • Make a compelling and captivating thumbnail.
  • Create playlists.
  • Create backlinks for your video, just like you do it for articles.
  • Use social media to share and promote your video material.
  • Must include closed captions.

5. Refreshing Already Existing Content: As they say, there is always a chance to improve. So refreshing your website’s existing content is one of the simplest and easiest ways to optimize your website for better ranking, yet it is the most common to overlook. Keeping your website fresh with regular assessments is one of the best SEO trends that can help you rank your website high, attract more visitors, and, thus, comprise more revenue.

All website owners should go back and polish their content with better writing, additional details (such as facts or stats), impressive images or videos, etc., or you can just rephrase the entire article. Either way, people will keep coming back to your website thinking it’s new, and they might further share it on social media platforms (such as Facebook, Twitter, Instagram, etc.), gaining more visitors.

Don’t Lose Sight Of Traditional SEO

We understand that all these new SEO trends are pretty tempting and worth investing your time and money; we also recommend you not disregard the traditional SEO tactics and its efforts. After all, the major reason you decide to invest in this strategy is to increase your visibility, website traffic, and sales by getting more exposure on search engines like Google. Therefore, you need not entirely redesign the SEO wheel.

raditional SEO tactics

Which Traditional SEO Factors Never Run Out Of Fashion?

Quality Content: Overall high-quality content will always receive some sort of benefit in your Google search results ranks, just like the EAT appreciates credibility and authority of content. Keep answering your user’s queries with reliable data, and you’ll be surprised to see the constant website traffic, improved SERP rankings, and greater conversions.

On-Page SEO: On-page SEO examines every small element of your website, including the content, picture alt text, page speed, load times, and more. Carefully building all these crucial elements will provide your users with the best experience possible.

Backlinks: Although they have recently become a debatable subject, backlinks are still very much a part of the SEO world. Instead of selecting “link schemes” and “link farms” to purchase low-quality backlinks, the emphasis should be gathering and earning high-authority ones. Google also dislikes links that have poor-quality material.

Technical SEO: Technical SEO considers the optimization of all the factors that enables search engine spiders to crawl your website. This covers site structure, navigation, mapping, and server improvements. All of this comes together to make a clear trail for these “bots” to follow as they map out your website and learn more about you. You won’t be indexed correctly if your technical SEO strategy is weak.

Conclusion

SEO is no news if you run an online business. You will gain recognition only if you are visible to your customers. It’s high time you start investing your valuable resources in SEO strategies. Don’t be wrong-headed with it being a cakewalk. It demands expertise. Trust the expert opinion like ROI Minds. Our CEO, Mr Sandeep Kumar, has been in this industry for over a decade now and knows all the pros and cons of the market. Together with his incredibly gifted team of professionals, he works hard to provide clients with 100% success rates.

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All Blogs Digital Marketing

3 Facebook Marketing Companies Which Take Care Of Your Business As Their Own

According to Statista (a specialist in market and consumer data), Facebook is inarguably the most used social media platform, with more than 1.9 billion daily and nearly 3 billion monthly active users. Despite many new social media platforms popping up daily, Facebook tops the chart for all the right reasons. People of different age groups, demographics, and countries gravitate towards Facebook for various reasons. 

According to the Hubspot report, people spend, on average, 60 minutes on Facebook daily. In India only, around 250 million people are active on Facebook. Despite this much popularity, Hubspot reported that only 48% of marketers think their Facebook advertising is effective. We all know that Facebook is not new, and neither is the idea of Facebook advertising. However, a lot has changed since Facebook first entered the marketplace. Now, marketers should start looking at the platform differently. There is a lot you can do with Facebook marketing. We have specialized Facebook marketing companies to cater to all services you need to run your Facebook marketing campaigns.

In this article, we will discuss why marketers should look at Facebook from a different perspective and how Facebook marketing helps in achieving all advertising goals. 

Why Facebook Marketing?

Why Facebook Marketing

Today, Facebook can do many things we hadn’t even thought of doing a decade ago, like hosting 360-degree videos, selling products via chatbots, and providing news networks for two-thirds of the adult population. Facebook marketing is a platform that offers a range of organic posts and targeted paid advertisements, enabling firms to expose their goods and services to a mass audience. Although digital marketing provides multiple channels, such as social media, emails, search engines, SMS, etc., for building interactive communication with audiences, Facebook tops the list for being the most interactive social media platform.

Look at why every big or small business should consider Facebook marketing.

  • Global Coverage
  • Provide B2B & B2C Marketing Campaigns
  • Variety Of Ad Formats
  • Better Audience Engagements
  • Increase Website Traffic

As hundreds of new accounts are still being created daily on Facebook, the developers keep updating the trend and coming up with different Ad formats to meet modern requirements of Facebook Ads funnel building, optimizing the time-proven ads. Here is the list of Facebook Ad formats:

  • Image Ads: If you have a decent budget for advertising, image ads are a good idea to highlight the features of your product.
  • Video Ads: It is an excellent way to showcase all the features of your product in action. 
  • Slideshow Ads: This Ad runs well even with a poor internet connection. This video-like format displays your products nicely and in high quality. You can make it more intimate by adding music to it.
  • Lead Generation Ads: This Ad format was designed especially for mobile users to assist in generating leads. When a user taps the image, a subscription form appears directly; just a couple of taps are sufficient to sign up for your newsletters.
  • Collection Ads: This format is like having a mini-catalog of your products on the Facebook feed post. This consists of one original video or image and four smaller pictures to create a grid.
  • Carousel Ads: It is a much more creative and interactive ad format. This allows you to showcase ten images or videos in a single advertisement. Each picture is provided with a link to the specific product page.

India’s 3 Best Facebook Advertising Agencies

Now you know about the various benefits that Facebook marketing provides and how much this marketing will help you with your business growth. Also, you know how to run campaigns with different Ad formats mentioned above. Now you must think that it’s an easy job and you can do it yourself. Hold on! It doesn’t work like that. Running a successful ad campaign is not a cakewalk. A lot of expertise and strategies are required to make any ad campaign a hit. That is why we have professionals for the job. To make your search circle confined and effective, we have listed three best Facebook marketing agencies you can contact for a better vision.

1. ROI Minds

ROI Minds promises to raise your sales in 90 days. We are a rapidly growing ROI-focused growth marketing agency that has helped its clients grow their business to six, seven, or even eight figures with a holistic digital marketing approach. We have assisted our clients in increasing their ROAS(return on ad spend) 5, 7, or even ten times using Google Ads, Facebook Ads, and SEO. We strive to deliver our clients only the best. 

Why ROI Minds?

Why ROI Minds

  • The foremost benefit of hiring any digital marketing firm is that it ensures time and money saving for you. With ROI Minds, you can leave everything regarding the campaigns to our highly-qualified and experienced professionals so that you and your team can focus on business development. 
  • Improve workload capacity with a solid backend crew.
  • Working with professionals will prevent you from juggling between freelancers and contractors.
  • Handled more than $5 Million ad profitably.
  • Have been generating 7x and more ROI for many eCommerce stores for a long time.

We know that Facebook marketing strategies alone cannot make a big difference to any business. Therefore, besides being a top Facebook marketing agency, ROI Minds provides collective social media marketing and Google Ads. Moreover, all the campaigns are customized to our client’s specific needs. We promise to make every effort possible to boost your business like no other.

2. Rankon Technologies

Rankon Technologies ranks among one of the most effective Facebook marketing agencies. They know the minutiae of advertising on Facebook and are known for handling large clientele. Their Facebook marketing team manages campaigns to scale up and make your business reach peaks in lesser duration. 

They aim to target potential customers on the basis of their client’s goals by designing branded ads and providing all the latest updates about their client’s brands and products. They attempt to make catchy Facebook posts and share captivating pictures of their client’s products and services to attract a mass audience. No matter if you have been in the business for years or just started, you can count on Rankon Technologies undoubtedly.

3. Social Cubicle

Like any other social media marketing agency, Social Cubicle strives to increase awareness and customer engagement for your business. What makes Social Cubicle different from others is its approach. 

  • You can count on them for eye-catching graphics that have the ability to attract people automatically and have a long-lasting impression.
  • Create irresistible social media content for the viewers which is catchy, engaging, and informative all at the same time.
  • They create a community for better connectivity with your target audience, boosting your business to greater heights.
  • They believe in research before implementation. They plan to have a better understanding of the needs of your customers and make campaigns accordingly. 
  • They conduct social media audits to identify shortcomings and determine advertising strategies’ requirements.

Whether it is about generating leads, targeting more audiences, or increasing sales, Social Cubicle’s out-of-the-box strategies provide its clients with the right results.

Conclusion

For all those wondering which social media platform will be most valuable for investing your time and money, your answer is ‘Facebook.’. In recent times, Facebook has emerged as the biggest marketplace globally. Also, you must stand out from the rest to attract a mass audience of around 2 billion daily active users. This whole game seems very easy but don’t fool yourself. Teaming up with the right partner is all you need to grow together to new heights. The decision is crucial, and therefore, we have tried our best to solve your problem a little with three top Facebook advertising agencies in India that you can count on for your marketing campaigns.

Categories
Digital Marketing SEO

White Hat SEO Techniques To Double Your Search Traffic

Generate 100% Organic Traffic With White-Hat SEO Techniques

Ranking your website on the top of the Google search list is what every advertiser dreams of. Google updates its algorithm regularly; therefore, it gets trickier to stand strong on the No. 1 spot in the Google search list. So, if you want organic traffic to reach your website quickly and smoothly, you must prioritize SEO (Search Engine Optimization). Also, if you don’t want your website to be banned by the Google search results, it’s necessary for you to stick to only White-Hat SEO Techniques.

What Is White-Hat SEO Technique?

White-hat SEO is a strategy that helps optimize and promote your website according to the guidelines set by search engines like Google, Bing, and Yahoo—failing to follow these regulations results in your site getting penalized by the search engine. You can drive 100% organic traffic to your website with effective SEO techniques. Search engine optimization (SEO) is the heartbeat of any digital marketing agency. When using white-hat SEO techniques, the main focus should be high-quality content that meets the audience’s expectations. Besides, your site’s de-ranking may have a negative impact on visitors, sales, and your firm’s reputation, and if your website gets blacklisted, then that will be a tough situation to get out of.

Black-Hat SEO Techniques

While in contrast, there are also Black-hat SEO strategies that employ unethical and dishonest methods. Keyword stuffing, link purchasing, and link cloaking are a few examples of black-hat SEO tactics. Even though black-hat SEO techniques might increase the visibility in search results, they often only have a short-term advantage. Google will eventually recognize these harmful tactics and penalize the websites which use the black-hat SEO approach.

Black Hat SEO Techniques

Since most of the top-ranked positions on the SERPs are held by paid ads and links, there is only a limited space left for organic results. That is where the whole process gets a little more complicated. 

2022 Google Algorithm Ranking Factors

First Page Sage, the most prominent SEO firm in the United States, has recently published its Google algorithm’s findings in the public domain. According to them, a few factors that comprise Google’s search algorithm are;

  • Consistent Publication of Engaging Content.
  • Keywords in Meta Title Tags
  • Backlinks
  • Niche Expertise
  • User Engagement
  • Internal Links and more

Today, SEO services are growing rapidly and for good. This blog focuses on some of the best white-hat SEO strategies you can apply that have the potential to double, triple, or even 5x your traffic from organic search. 

1. Be Familiar With Webmaster’s Guidelines

Start your search engine optimization by getting familiar with Webmasters’ guidelines. These guidelines will help you with how exactly Google finds, indexes, and ranks your site. Understanding the guidelines can help you to know about the correct methods that can optimize your site in a safe and approved way. 

Also, you might gauge the effectiveness of your current SEO approach and use it as a baseline by conducting a white label SEO audit of your website.

2. Provide Best User Experience(UX)

Being a website developer or owning a website, it is your responsibility to keep an account of whether the users or customers coming to your site or mobile application are satisfied with the interface or not. For better efficiency, you must ensure they are not facing any issues while using or making a purchase. One of the essential features you need to focus on is that there shouldn’t be any unnecessary pop-ups that block the site view or restrict users from scrolling further. This irks the customer. These are some crucial factors that significantly influence a user’s experience on your website. If you are providing a pleasant experience to your already added customers, they will further recommend your website or mobile application to others which, as a result, will automatically increase traffic to your website.

3. Be Consistent With Quality Content

Content is the master of any website. The main principle any white-hat SEO works on is to be consistent with high-quality content. However, your content must be original and have no plagiarism. Also, it should match search intent. The finest thing you can do while creating your content is to focus on a problem-solving strategy. Your content must address a user problem, like what issues they’re having that your product and services can help them with. Your content should provide the knowledge they are seeking for. 

white hat SEO works

Another suggestion we recommend is to consider the word count of your article. However, Google doesn’t specify a minimum or maximum post length, although it prefers longer content to shorter posts. As a thumb rule, it is best to aim for at least 1,000 words for your blog posts.

You can also make optimization of your website content much easier using a freemium tool such as Yoast SEO. This tool will help you optimize your posts and pages by evaluating your keyword density, determining whether your content is readable, and providing recommendations for optimizing your images and links. Another exciting feature this tool offers is that it will warn you when you overuse the keywords. In this way, it helps to avoid black-hat SEO techniques such as keyword stuffing.

4. Keyword Research

Now that you’ve got the secret of positioning yourself well on the search engine list let’s talk about keyword research. Keyword research is the most basic and simplest form of internet marketing, and the significance of keyword research has remained constant over the years. It helps you determine which strategic keywords you should target in your website content so that it can satisfy both users and search engines. Effective keyword research can be done by understanding your target market and how they are searching for your content, services, and products. Keywords are critical for SEO, so it is essential to use them strategically and organically. The best places to use them are page titles, meta descriptions, and image alt text

Google AdWords Keyword Planner, LSI Graph, and AHREFs are some of the finest tools for finding and choosing the right keywords for your website content.

5. Optimizing Links

Another crucial aspect of white-hat SEO is link building. It helps to drive more traffic to your website. However, it should be done carefully and only under the guidelines of giant search engines like Google. Also, excessive link building could be harmful and regarded as black-hat SEO. So you should be alert while generating links. Link building in white hat SEO is about getting in touch with other website owners and requesting them to provide you with a link back to your site content. This is regarded as one of the top White-hat SEO strategies for increasing website traffic.

white hat SEO is link building

Conclusion:

SEO is essential for attaining the top position in search engine result pages and search engine visibility. They greatly help drive more organic traffic to your website than black-hat SEO techniques. You should only use white-hat SEO strategies to keep your website from being blacklisted. SEO requires that marketers have a sound plan in place. They must be organized and intentional, with each page focusing on a different keyword that a potential customer for your company would use to search. If you run a blog, each article should be the topic’s finest treatment from your intended audience’s viewpoint. With the strategies mentioned above, users will be engaged, links will build naturally, and you’ll automatically go up in Google Search rankings.

Categories
All Digital Marketing Lead Generation

What Are The Top Five B2B Lead Generation Companies?

So you’ve started your business, and it’s doing well. But now you believe it is time to broaden it. You must find ways to expand your business and generate more leads.

This is where a lead generation firm comes into play. At par, this company would source suitable leads for your company and forward them to you.

Your responsibility is now to reach out to these people and convert them. You have nothing to worry about because the lead generation market is booming, and this market already has a lot of players.

It is, however, preferable to work with one of the best B2B Lead Generation Companies. This section will discuss the top companies in this industry and why they have risen to the top.

What Are B2B Lead Generation Companies?

Leads are frequently required by businesses to break into the market.

“A lead generation company collects consumer data, categorizes it, and sells it to businesses looking for leads.”

A typical lead generation company will offer the following services:

  • Database Management
  • Building the Contact Lists
  • CRM Integration
  • Creates Personalized Marketing Campaigns
  • Account Management
  • Schedules Appointments

According to a HubSpot survey, 61 percent of marketers ranked Lead Generation as their most difficult challenge. Choosing the best white label lead generation agency becomes even more critical as a result.

The majority of such businesses either use a subscription payment system or a per lead payment system. Look for lead generation companies that provide valuable leads with a high conversion rate.

What Do Lead Generation Companies Do?

Lead generation companies provide much more than just collecting customer information to sell to a company looking to buy new leads. They contribute to the growth of a company by performing functions in the customer acquisition and management processes.

What a lead generation company does for your brand is as follows:

  • Compilation of Data: First, it gathers business and customer information that it can share with the client. In general, they use a variety of criteria to sort the data.
  • Lead Generation: These businesses collect leads by having customers sign up via a contact form on their website. Such businesses have a broad reach. They simply use their reach to connect your company with the right people.
  • Campaign Creation: These companies get the leads you need by creating precise and targeted campaigns. They work together to create inbound campaigns that help generate more opportunities.
  • Lead Nurturing: These companies’ leads are frequently nurtured. Marketing techniques are used in tandem so that well-qualified leads can be easily identified.
  • CRM Integration: The generated leads are imported into the CRM software. This includes applications such as Zoho, Salesforce.com, Pipedrive.com, Sugar CRM, and others.
  • Account Management: Any B2B lead generation agency will handle all aspects of your lead management. This includes things like appointment setting and lead filtering.

top 5 b2b lead generation

Things You Should Look for in a B2B Lead Generation Company

Choosing the right lead generation company is not a simple task. Here are some things you must take care of when looking for one.

Services Provided

Any average lead generation company has a complete portfolio of services to offer. Some of these are:

  • Content Marketing
  • SEO
  • Social Media
  • Telemarketing
  • Email Marketing

How Does the Company Source the Leads?

Before proceeding, inquire as to how the company obtains its leads. Is it through social media or a website form? Have they used LinkedIn to contact potential leads? Find answers to these and other questions. This will give you a good idea of the kinds of leads you’ll get.

The Experience

Learn more about the company’s previous experience. Most lead generation firms will gladly tell you about their current and previous clients. Inquire with the clientele to see if the company is capable of delivering the promised results.

How Do They Qualify The Leads?

Finally, you must determine how the lead generation company qualifies the leads. The ideal company will be able to recognize your MQLs and SQLs. If they only pursue leads based on their previous experience, they may not be the best candidate.

Top 5 Lead Generation Companies That Are Winning In 2022

Let us have a look at the top five B2B lead generation companies making it big this year.

1. ROI Minds– Best B2B Lead Generation Companies

This tool is especially useful if you want to increase your demand. The platform uses AI to identify the best customers for your brand.

ROI Minds only works on delivering qualified leads while focusing on lead volume and quality. They provide two different types of leads:

  • Marketing Qualified Leads
  • Sales Qualified Leads

The ABM (Account-based marketing) content syndication feature enables interaction with appropriate accounts. With ABM in charge, you can only target specific market segments that are likely to be interested in your product.

ROI Minds allows you to plan campaigns while keeping an eye on the competition.

Pricing: The company uses a pay-for-performance payment model, which means you only pay based on the quality of the provided leads.

Pros

  • High-quality, qualified leads that are almost certain to convert
  • Using multiple strategies to schedule appointments
  • Weekly and daily analytics data reporting Using AI to separate and provide valuable leads
  • Checking the quality of leads before providing a large reach to improve sales conversions
  • It has a large pool of over 150 million businesses and 80 million professionals.
  • Aids in the execution of targeted email campaigns

b2b lead generation company

2. Cognism

Cognism is not a lead generation company in the traditional sense; and it’s a high-end sales intelligence platform. Again, the company employs AI to generate company and event data for new ventures.

You gain access to technographic, firmographics, human-verified emails, and mobile numbers by signing up for the platform.

The software includes a mobile app and a Chrome extension, both of which are simple to use. They also keep “do not call” lists to avoid bothering customers.

Because the phone numbers are verified, your team will only contact people who are interested in your product. Even so, there are still instances of the incorrect contact information or outdated information that cause inconvenience.

To get companies to reach out, the platform employs advanced filters. You can use the provided data to engage in meaningful conversations with customers.

Pricing: Platinum and diamond plans are available, with pricing to be discussed with the company following the demo.

Pros

  • Using artificial intelligence to generate event data
  • Access to firmographics, technographics, and other data.
  • Humans verify mobile phone numbers and email addresses.
  • It includes a mobile app as well as a Chrome extension.
  • Maintain no-call lists.

Cons

  • The campaign launch process is difficult.
  • It is difficult to add notes for campaign activities.
  • Leads with out-of-date contact information may cause problems.
  • Emails were returned.

3. Cience

Cience, a fast-growing lead generation company, is ideal for start-ups. You can obtain firmographics, technographics, and demographic information.

Interact with buyers and even track leads via the platform.

Cience employs a sophisticated approach to lead generation. Companies can easily expand their business with their software and outbound services.

Well-qualified leads are provided by an AI technology foundation and the use of proprietary tools. Furthermore, the multi-channel outbound campaigns pave the way for future success. However, the inbound campaigns still have a lot of room for improvement.

Cience’s team employs tools to deliver highly effective, accurate messages. Working on the five platforms listed below expands the brand’s reach.

  • Emails that are value-driven and prospect-focused
  • LinkedIn outreach campaign aimed at attracting more prospects
  • Web- An enhanced web page is the most effective lead generation tool ever.
  • Cold calls- meticulously conducted to yield a better response
  • Pre-targeting ads- Increasing brand awareness and recognition

Pricing: Annual subscription

Pros

  • Utilization of proprietary tools to generate qualified leads
  • Outbound campaigns using multiple channels
  • Keep track of your leads.
  • Obtain firmographics, technographics, and demographic information.
  • Works on five platforms with the goal of
  • Validated data is provided.

Cons

  • a lack of understanding of the US market
  • Provides no consultation or integration services.
  • Bringing on new members may pose some challenges.
  • In some cases, there is a lack of flexibility in working with the company’s existing CRM or messaging platforms.

4. Lead Generation

Lead Generation’s name expresses its purpose. The company assigns a dedicated team to handle the lead generation process for its users.

It is a customer-focused B2B lead generation provider. The company will continue to support your optimization once the lead generation process is in place.

The leads generated by the company are generated in real-time. The majority of the data provided is CRM software compatible.

Initially, the company requested some critical information. This includes information such as:

  • Name
  • Company name
  • Phone number
  • Company details
  • Budget
  • Target customers

Leads are delivered in real-time. Customers can expect to receive leads in a variety of formats. Among these are:

  • You can send an email to one or more addresses.
  • Text messages received from multiple customers
  • Direct CRM integration-You can have leads transferred directly to popular CRM platforms.

In addition, the company has a lead replacement policy. If the lead received falls short of expectations, the customer is given a qualified lead to compensate.

Pricing: The pricing details are determined by your needs. After reviewing all of the details at your end, the company issues a new quote.

Pros

  • A dedicated management team is provided to generate leads.
  • Even after the leads are received, the customer is supported. Pricing is based on the type of requirement.
  • To generate qualified leads, a multi-channel approach is used.

Cons

  • The features are difficult to use.
  • The volume of leads may jeopardize the quality.
  • In the lead replacement process, small businesses waste valuable time and resources.

b2b lead generation

5. Callbox– Niche-Based B2B Lead Generation Company

This company specializes in providing leads to niche-specific businesses. They provide leads to B2B businesses. They both focus on specific niches, such as:

  • IT and Software
  • Finance
  • Healthcare
  • Consultancy
  • Advertising

Initially, the company will provide information on several companies, and it will then identify the company’s key stakeholders and provide you with the compiled data.

This strategy increases the likelihood of convincing the lead to convert. Callbox contacts lead through a variety of channels.

They call the leads and schedule appointments as the first step. When you speak with the lead, they will have interacted with Callbox several times.

Your role is limited to a final interaction that closes the deal. This top lead generation company also provides other services. This includes the following:

  • Event Marketing
  • Database Management
  • Account-Based Marketing

Pricing: To obtain pricing, you must speak with a marketing consultant. He will review your requirements and provide a proper quote based on them.

Pros

  • Lead generation based on a niche
  • Even before providing the results, it completes the lead conversion process.
  • Pricing can be adjusted as needed.
  • Several modes of communication are used.
  • Feature for scheduling appointments
  • Other services are also available.

Cons

  • For small and medium-sized businesses, it is prohibitively expensive.
  • More no-show appointments on set up appointments.
  • Failure to provide local one-on-one contact
  • Unrealistic quotes. Other businesses are doing the same thing for less money.

Wrapping Up

Getting well-qualified leads is critical when starting a new business. Lead generation campaign success is the first step toward business growth. 

Fortunately, B2B Lead generation companies can assist you with this. The majority of these businesses have well-established systems. They employ tried-and-true strategies to generate leads that give your company comprehensive exposure.

Lead generation is taken very seriously at ROI Minds. The company is facing the markets with its chalked-out lead creation tactics. When deciding whether to use lead generation, a suitable B2B lead generation company comes in handy. We provide the necessary breakthrough through its dedicated and customer-friendly approach.

Categories
Digital Marketing eCommerce Ads Google Ads

12 PPC Tools & Software to Help Your Ad Campaigns Crush It

Pay-per-click (PPC) campaigns can be an excellent way to increase traffic, leads, and ROI. In fact, businesses earn $8 on average for every dollar spent on Google Ads.

Although PPC appears a fantastic opportunity, creating profitable campaigns can take time, effort, and money. You could lose money if you don’t have a strong strategy or monitor your campaigns. WordStream says the average small business loses 25% of its PPC budget on wasted spending.

If you work in PPC marketing, you may know how time-consuming these campaigns can be.

Before starting a campaign, you should consider keywords, what your competitors are bidding on, and how much money you’re willing to spend. Following the launch, you’ll need to monitor the campaigns, make necessary changes, and occasionally adjust your budget.

This process can be intimidating if you have a lot of other marketing tasks on your plate.

Fortunately, if you want to reduce these tasks and make room for new projects, many tools are available to help you build, manage, monitor, and adjust your campaigns, bids, and budgets.

Some are inexpensive, while others provide automated features to reduce the need for unnecessary human intervention. These tools are general PPC management, bid management, or reporting tools.

This blog post highlights 12 PPC management tools and software to assist you in developing a less time-consuming and more profitable PPC process.

PPC management tools

PPC Management Tools

1. WordStream PPC Advisor

Cost: $264/month for 12-month plans, $299/month for 3-month plans, or $2,928 for an annual pre-paid subscription.

Integrations: Google Ads, Bing Ads, Facebook, LinkedIn, and Twitter

WordStream’s PPC Advisor is aimed at small business owners who want to take full advantage of PPC but lack the funds to hire experts or advisors. The software is compatible with Google Ads, Bing Ads, and other major advertising platforms.

With WordStream Advisor, you can activate the “20 Minute Work Week” tool, which will analyze your PPC campaigns and send recommendations on how to improve them quickly. These changes can then be made using the Wordstream software.

You can create campaigns, identify positive and negative keywords, and make budget adjustments. You can also use the software to create optimized landing pages and track and build reports based on conversion and call data.

WordStream offers a seven-day trial to those who fill out a contact information form.

2. Optmyzr

Cost: $499/month (Pro), $799/month (Pro+). The Enterprise version’s cost is unspecified.

Integrations include: Google, Bing, and Yahoo ads programs

Optmyzr offers slightly more advanced tools for creating and managing campaigns in bulk for marketers or agencies with larger budgets, an interest in running multiple PPC campaigns, or simply wanting more automated features.

This paid platform, like WordStream, allows you to launch, track, and manage PPC campaigns across multiple platforms. According to the Optmyzr website, all versions of the software allow users to automate scripts, alerts, and reports. Each membership also includes biannual product training sessions with Optmyzr representatives.

Automyzr, one of Optmyzr’s tools, allows users to upload and generate campaigns in a bull from data sources such as spreadsheets or integrations.

Once the data is uploaded, a user can use specific criteria such as “brand” or “product” to generate ad names and other elements automatically.

Joe Martinez, named one of PPC Hero’s top 25 PPC experts in 2017 and 2018, highly recommends this software. He claims that the PPC manager benefits both lead-generation and eCommerce accounts.

“Optmyzr enables marketers to easily see performance data in their accounts and make real-time adjustments.” “I can also use their script library to automate certain tasks I have to do regularly,” he says.

He also mentions how the software has saved him significant time over the years. “I can rely on the tool to handle many tedious, high-level tasks, giving me more time to focus on strategy or deeper analysis in the account’s critical areas.”

3. Google Ads Editor

Cost: Free to Google Ads advertisers

Integrations: Google Ads

This downloadable desktop application, formerly known as AdWords Editor, allows you to create, track, and edit Google advertisements.

In addition to monitoring performance, the app allows you to make bulk changes to multiple ads. Preview edits in draft mode before they go live and build or revise your ads offline.

The editor works in tandem with Google Ads, allowing users to create and assign bid strategies to campaigns specific to the Google bod strategy. To manage a Google Ads campaign through the Ads Editor, you must first create one.

If you’re only trying to master one PPC strategy at a time and want to start with Google, this tool could be an inexpensive and simple option.

However, unlike WordStream or paid PPC managers, Google Ads Editor does not provide you with similar automation options or improvement suggestions. As a result, more manual adjustments and monitoring may be required.

Google Ads Management

4. Bing Ads Editor

Cost: Free to Bing advertisers

Integrations: Bing Ads

While many marketers think of Google as their primary PPC option, Bing PPC has gained traction due to the search engine’s five billion daily inquiries.

Bing, like Google, provides similar software for its search engine’s PPC ads. You can make offline changes to your ads, similar to the Google Ads Editor, and then upload them to the online platform once you regain internet access.

This management tool can also research keywords, manage your bids, and track your performance.

Like Google Ads Editor, this tool does not provide any automation tools and is only available to those with a Bing Ads account or campaign.

5. SEMRush PPC ToolKit

Cost: $99 (Pro), $199 (Guru), $399 (Business), Enterprise edition varies by company

Integrations include: Google Ads, Bing Ads

The PPC management services provided by SEMRush focus on competitive research, keyword research, and campaign planning.

When researching competitors on SEMRush, you can search your domain to see a list of domains that compete with you organically and those that compete with you in paid search. You can also discover which keywords your competitors have previously bid on to determine if you should use a similar bidding strategy.

The “Charts” tool in the ToolKit can also display visual graphs of how various competitors perform.

Another feature is the Keyword Magic Tool, which lets you enter a keyword or phrase and get a list of stronger keywords and information about them, such as search volume. You can then export this data into a document and share it with their team.

SEMRush offers four pricing options. SEMRush’s PPC, search engine optimization, and marketing tools are included in the most affordable plan, aimed at freelancers, startups, and small businesses.

The larger plans are geared toward larger corporations and government agencies. These provide advanced reporting features such as white-label reports and more sophisticated API integrations.

You can try out SEMRush features such as the Keyword Magic Tool here. To use these free tools, you must create a free account by providing an email address and a password.

PPC Bid Management Tools

1. MarinOne Search

Cost: Plans often start around $499/month. Marin does not specify specific pricing.

Integrations include: Google, Bing, Yahoo, Facebook, and Twitter

MarinOne Search provides bid management features for ads on Google, Bing, Yahoo, Facebook, and Amazon. According to Marin, the software “allocates budgets and calculates bids” by utilizing a large pool of data and patented machine-learning algorithms.

To learn more about Marin’s impact, visit its website, which features case studies on how the software has aided major clients such as Nissan, Dell, and Jeep.

2. Kenshoo

Cost: Varies by company. Kenshoo provides free demos and quotes.

Integrations: Compatible with platforms including Google, Bing, Yahoo, and Apple Ads.

Kenshoo provides budget management, search, social, eCommerce, and app-based advertising tools. Bid management features in the software allow you to create and modify various bids, including rules-based and model-based bids.

Kenshoo’s platform allows you to integrate data directly from Google Ads and other online ad programs. The data can be displayed on various dashboards, including one that compares spending, revenue, ROI, and conversion.

Kenshoo claims to use award-winning machine-learning algorithms in its dashboard interface to provide users with bid suggestions and budget and ad performance forecasts.

Kenshoo’s website describes its software as enterprise-level, but it also claims to offer plans and paid tools for startups.

Prospective customers can request information from Kenshoo by visiting their website.

Ads Spend

3. Acquisio Turing

Cost: Varies based on your company’s ad spend, the number of accounts that will be managed, and the contract length determined between the company and Acquisio.

Integrations include Google. Bing, and major social networks.

Acquisio’s bid and budget management tool continuously analyzes and adjusts bids and budget distribution using machine learning algorithms.

Acquisio claims that the algorithms are trained to automatically adjust budgets based on seasonality, day of the week, time of day, and ad platform.

Due to the flexible pricing plans, this software may be useful for businesses from startup to enterprise level.

This software may be useful for marketers who have multiple accounts or are too busy to monitor bids and budget distribution regularly.

Thanks to machine learning tools, you may save time on tasks such as bid research and number crunching. This extra time could be used better by working on other worthwhile projects.

PPC Reporting Tools

1. Google Ads Performance Grader

Cost: Free with a short registration

Integrations: Google Ads

This WordStream tool, formerly known as the AdWords Performance Grader, can assign a percentage score to your Google Ads campaign based on criteria such as text and keyword optimization, quality, click-through rates, impressions, and landing page optimization.

The report also provides additional information or a sub-score for each piece of criteria.

The report also notes how well campaigns are performing compared to the previous month to assist users in benchmarking.

You can link this tool to your Gmail account and automatically receive the grades for ads associated with your email address after registering and providing a small amount of company information.

2. ReportingNinja

Cost: $20/month (Starter), $40/month (Small), $70/month (Medium, $120/month (Large)

Integrations include Google Ads, Bing Ads, Twitter Ads, Facebook, and LinkedIn.

This software could be useful for marketers or agencies looking to create white label analytics dashboards for their clients. ReportingNina, in addition to the portal, can schedule and send automated reports to marketers or clients via email.

When Google Ads and/or Bing Ads are integrated, a marketer or client with access to the white label portal will see a dashboard that pulls in all the information from these third-party platforms.

Thanks to this integration feature, users can see all of their important data in one place. In addition to PPC, data from Twitter Ads, Facebook Insights, LinkedIn Ads, MailChimp, and other accounts can be integrated.

3. Octoboard

Cost: Octoboard offers seven plans with annual and monthly commitment options. Annual plans are $5 to $150 monthly, and no-commitment plans fall between $18 and $210. Each plan allows a different number of clients and access to a different list of features.

Integrations include: Google, Bing, Facebook, Twitter, LinkedIn

For marketers and their clients, Octoboard offers a variety of customizable and white label reporting templates. You can use the software to create reports and dashboards that can be sent to an unlimited number of recipients. In addition, the software provides report templates that can be embedded on a website.

Octoboard already has templates that specifically report on Google, Bing, Facebook, and LinkedIn PPC for those who need to report to their team or clients but don’t have time to create a nice visual.

To try out the software, go to their homepage and select one of the templates. When you enter the template, the site will prompt you and provide instructions on how to integrate your data.

The software, like ReportingNinja, includes automation tools for creating and sending templated reports on a schedule.

On the Octoboard website, you can register and preview specific reports containing your data for free. However, you must subscribe to one of its monthly or annual plans to gain more access.

4. DashThis

Cost: $39/month (Individual), $129/month (Professional), $209/month (Business), $339/month (Standard), $499/month (Enterprise)

Integrations include Google Ads, Google Analytics, Facebook Insights, Youtube, LinkedIn Ads, and Twitter Ads.

DashThis, like ReportingNinja and Octoboard, allows users to connect PPC and SEM tools to the platform so that all performance data appears on a single dashboard.

This feature could be useful if you need to use two or more tools to monitor your PPC ads, traffic, and other campaign data.

The platform enables users to create and customize these overarching dashboards.

When creating a dashboard, DashThis provides three templates to choose from: periodic, rolling, and campaign. While the Campaign dashboard collects data about a specific campaign, the Rolling dashboard displays live data, and the Periodic dashboard displays data for a specific period.

DashThis also provides a library of pre-built KPI widgets for tracking and reporting on metrics such as cost-per-click, cost-per-acquisition, conversion rate, impressions, ROI, and return on ad spend. Users can also create their custom widgets.

This software would be a good choice for agencies looking to save time on PPC or SEM marketing reporting processes. They can use a dashboard to share and report live data to their clients or colleagues after creating one.

DashThis also provides a low-cost individual subscription for $39 per month, allowing users to launch up to three dashboards.

Earn Through Ads

Building Your PPC Toolkit

Before subscribing to one or more of these tools, consider your company’s budget and the number of accounts you’ll manage. If you work as a marketer for an eCommerce PPC agency or a large corporation, you may prefer enterprise software that includes all the necessary management tools. If you’re a startup or a freelancer, you might want to stick to the more affordable resources on this list.

Categories
Google Ads Native Advertising Sales & Marketing

How to Get Started with PPC Automation in 5 Steps

Automation is a typical practice for advertisers and organizations in 2022, offering streamlined, productive approaches to rapidly take out errands that would somehow take up a significant chunk of time. It is evident in paid marketing, which needs long and, once in a while, tiring research to make effective campaigns.

With PPC automation tools, upgrading your marketing campaigns is simpler, leading to more conversions and traffic. These tools permit you to use important information, cutting-edge innovation, and AI and machine learning to drive more deals.

Advantages of PPC Automation: High time to Implement It 

Ecommerce PPC management is all about expanding your time and assets, permitting you to pass off commonplace, tedious errands, repetitive so you can emphasize general campaigns and marketing techniques.

Advantages of PPC Automation

For occupied advertisers and private company advertisers the same, this is vital. There are five key advantages related to PPC computerization:

1. Optimize time with automated bidding.

Bid management is unimaginably time-consuming, as it’s a continuous, active task. PPC automation can determine how to bid for you, typically with higher precision and productivity, whenever done well. The PPC automation device utilizes complicated, master algorithms to advance your campaigns and your offering procedure.

2. Instantly optimize your creatives.

It requires a lot of investment to create persuasive ad copy and match it up with the suitable advertising stages. It is especially obvious when you have an enormous number of creatives you’re testing. Automatic enhancement reliant on information, Though, can assist you with a focus on what’s working.

3. Get the most out of the lightning-fast A/B testing.

It is one of the most essential processes to be done for successful PPC campaigns, therefore it requires good enough assets as well. Having PPC automation devices that tackle testing for you will assist you with enhancing your missions and supplant the ideal outcomes next time.

4. Go into detailed, easy-to-read reports.

Most of the Third part tools effectively gather information commonly dispersed across different stages, arranging the information so that you can separate much more important information from it.

5. Emphasis on your strategy.

If you’re not centered around commonplace functional tasks that PPC automation can handle, you’ll get an additional opportunity to emphasize high-level technique and innovative advancement to work on your outcomes.

Getting Started With PPC Automation: The Ultimate Checklist 

The working of PPC is quite easy especially when it comes to checking how PPC automation can be beneficial for your business, keeping everything at an equal level, you should check how you can use these tools to elevate your goals and reach the targets with significant traffic generation, leads, and even sales.

1. Check out all the available options for Automation: Google, Microsoft, & More 

Google ads have been seen as one of the most progressive ways to deal with automation, therefore all your possible results will be multiplied without any doubt. However, Microsoft ads as well as Google ads back up automation. The very intimate automation elements help the process in the following ways: 

Google Display and Video ads offer the following native automation features:

Many different stages deal with automated results, comprising Facebook and Instagram Ads (which can be driven by the leads of Facebook Ads). Other online entertainment promotion mechanisms can give comparative usefulness. Moreover, local automation highlights that you can likewise exploit automation PPC arrangements as of now available.

Google Display and Video ads automation features

Traffic Jet is designed to assist you with streamlining the promotion creation, the board, and the observing cycle, permitting you to streamline campaigns easily for the most extreme achievements.

You can automatically generate creatives to many premium traffic sources in a split-second spot, giving you simple admittance to stages like Amazon, Google, Facebook, Bing, and much more with no additional work.

The tool will utilize AI and high-level algorithms to find the most significant stages for you because of your objectives and audience. You can perceive how it functions in this article.

2. Ultimate PPC Objectives For Your Business Goals

Before you begin automating your campaigns, picking the correct targets for your ads is fundamental in the ads, and these need to be founded on your business model and objectives.

There are two key goal groups: 

  • Traffic Acquisition: Here, you’re dealing with breaking into another market and hoping to assemble traction. You would instead not center around conversions too soon, or you could drive leads away, channel your financial plan, and track your actual capacity. These campaigns emphasize the impression, brand objectives, and engagement.
  • Lead Generation: You’re ready to approach conversions when you’re prepared to get leads and clients. The last thing you believe you should do is the target over the impression shares or awareness since this needs to have previously been finished and could waste your ad spending. Despite leads, approaching sales, and other direct-action goals.

3. Establish Trustworthy, Reliable Conversions 

Looking forwards to eCommerce PPC management tools to improve your campaigns, you want to assist it with gathering the information it necessities to take care of its business. Along these lines, conversion data is the most impressive fuel you can take care of in promotion networks. It’s fundamental to have precise conversion checking set up for every stage you’re utilizing, so find an opportunity to do this before you begin.

4. Consider Smart Campaigns

Each automation campaign type has extraordinary advantages and disadvantages, and Google’s brilliant missions offer local robotization for paid scan promotions for qualifying Google Ads accounts. We should investigate clever tasks specifically.

Smart Campaign is an automated marketing choice introduced by Google to assist independent companies with publicizing their foundation. You make a promotion, and they’ll show it across Google’s numerous in-network stages when clients in your focused areas look for comparative keyword terms.

There are three types of smart campaigns:

  • Optimize Search Campaign. These promotions will appear, driven by search results, and show text-just advertisements to clients.
  • Smart Shopping Campaign. Advertisements will appear when significant clients enter your focused keyword, and there’s a chance to show them the explicit products you’re advertising in the Google Shopping tab.
  • Smart Display Campaign. This Campaign utilizes automated focusing on and bidding to target your focused audience in the display network, using dynamic prospecting to show your advertisement to clients who will probably change over.

5. Optimize Your Campaign With Automated Bidding Strategies

The core of internet ads is tied to matching suitable advertisements to the right clients. It demands a considerable time of examination and planning, and not only for the keywords. If your bid isn’t on point, your missions can fly out of control instantly.

If your bid is excessively high, you can bite as much as your ads spend and build your procurement costs pointlessly. If it’s excessively low, you risk passing up positions and high-value clients.

Automated bidding can be an exceptional component consequently, and it can assist you with distinguishing the specific bid you ought to use to boost your outcomes at a reasonable expense. There are a few automated bidding procedures, and we should look deeply into everything.

1. Maximize Clicks

The objective here is essentially to get whatever whatsoever as would be prudent because of the spending plan you’ve set. Quantity over quantity can now and then dominate.

This means: 

While there are a few disadvantages to the Maximize Clicks choice, there are extraordinary use cases for it. If you’re hoping to drive traffic to your site and have severe areas of strength for a keyword show, it can help you.

2. Maximize Conversions

Boosting conversions is precisely the exact thing it seems like; the stage will attempt to utilize your financial plan to create however many conversions as could be allowed.

To utilize this offering technique, you’ll need well-versed information in your record and conversion tracking installed so the stage can upgrade for this objective accurately.

Note that conversions are to be amplified in amount without considering change worth or cost. It can be a decent choice if you’re attempting to scale rapidly and your transformations are roughly comparable in value.

The boost conversions methodology needs the accompanying to find actual success:

  • Accurate conversions that track significant activities. (We discussed this in a couple of segments above.)
  • The branded theory is sequestered in its mission and added as a negative wherever else.
  • Genuine readiness to spend a slight premium on individual changes for the sake of the volume.

Remember: Automation doesn’t mean set-it-and-forget-it. Remember that automation is uncommonly significant, yet it doesn’t imply that you need to disregard your missions through and through.

Ecommerce PPC management — Including both Google Ads mechanization and Facebook Ads automation — will save you time and exertion. However, it should never be relied upon to take over the essential independent direction. PPC managers need to remember this.

Ecommerce PPC management

Automation needs to be utilized to help you upgrade and advance your campaigns. Automated devices like Traffic Jet can provide significant information to simplify campaign checking and analysis. Yet, it’s still dependent upon you to change your financial plan, work on your creatives, and pick essential goals.

Overall,

Automation is a huge asset when in doubt. It will, in general, be a substantial significant advantage for sponsors who consistently have a flood of work on their hands. Automation can help with saving their chance to focus on other vital bits of promoting and maintaining their business while at a similar time further developing performance. Explore top sales and marketing companies in India and take your business to the next level of success.

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SEO White Label Services

The Ultimate Guide to White Label SEO

White labeling digital marketing products is one of today’s most popular trends. It’s a solid way to generate big wins for your digital marketing agency while also making a big impression on your customers. And one of the most popular products to offer through a white-label lens is SEO. It’s also popular because it works. SEO is required regardless of the business, industry, or website. It’s the nature of our digital world and how we get information nowadays.

This toolkit is designed to help you understand why white label marketing and becoming a white label SEO reseller benefit your business. We’ll give you all the information you need about the challenges and benefits of white-label SEO services and much more.

What is White Label Marketing?

Let’s start with the basics and answer the big question. What exactly is white-label social media marketing? It entails giving another company a marketing product, such as SEO, to resell to its customers. It’s a scalable and cost-effective way to add a new product without hiring new employees or purchasing new software to meet your customers’ needs. However, there are numerous additional advantages.

Typically, a white-labeled product is created with no recognition from the original company. The work is done for the end client on behalf of the reseller, in the case of white-label SEO. Products, services, and touchpoints are branded with the reseller’s logo. Essentially, the first company does all the work, while the second receives all the credit for a well-done job.

White-label services are commonplace. The model applies to both B2B and B2C products and services. From digital services such as SEO and social media marketing to food and clothing. The product is manufactured by one company and then sold under another brand, and it is mutually beneficial to both companies and promotes their growth.

Because it benefits the end-user, white label marketing is extremely effective. You gain the expertise, knowledge, and experience of a white-label provider specializing in one area and doing it exceptionally well. This benefits the reseller partner because they appear to be the expert, strengthening their brand and authority. And the customers benefit because they get that expertise to help their website or the product is made by experts in that field.

This type of collaboration is known by several names that all essentially mean the same thing. It is known as private labeling, white-label reselling, and outsourcing marketing services.

What is White Label SEO?

In the business world, white labeling is common—everything from SEO services to clothing companies to generic-named food at the grocery store. White-labeled products can be found everywhere. So, white-label SEO combines these elements: a white-label product and SEO services from a reputable company. A reputable company’s white-label product and SEO services. In addition to their primary service or product offering, white-label SEO providers collaborate with SEO resellers to generate new leads or cross-sell and up-sell the SEO service to their existing clients. This is also known as private label SEO. They all mean the same thing.

What is White Label SEO

How Is This Different From Reselling SEO?

As previously stated, there are several names for this type of collaboration. But what exactly are the distinctions? White label SEO and SEO reseller services are nearly synonymous, but it more accurately describes a partnership. Becoming a reseller entails selling organic search engine optimization solutions to your clients without hiring in-house employees.

White Label SEO

As previously stated, a white-label SEO agency manages the strategy, fulfillment, and deliverables for a company partnered with them as a reseller. As a member of its partner’s company, the agency does not share its branding and information, and it is delivered under the branding of its partner.

SEO Reseller

The other partner in this relationship is the white label reseller, who will serve as a sales representative and account manager for the SEO campaign. Most resellers have their businesses and usually work in an industry that would complement or benefit from SEO. These include paid media and social advertising agencies, website designers and developers, and reputation management firms.

SEO would be an add-on service to their primary service or product, which they could cross-sell or up-sell to existing clients for added value, or they could attract a new audience. This provides several benefits to businesses. For starters, it allows you to reach more clients who want to expand their online presence beyond what you currently offer, such as PPC, social media management, or SEO.

It also offers you a new product for your existing customers. It means you’ll benefit from the expertise of an SEO agency. They have the research, strategy, foundation, and technology to serve your clients cheaply. Overall, it contributes to the development of your brand. Furthermore, it makes you appear to your clients like a rock star for adding this in-demand product that truly helps them grow their business.

White-label SEO allows your company or agency to scale. Scalability is essential for any company’s growth and growth that does not exceed the costs of introducing a new product or service. Our white-label SEO program will help you grow your business.

Our program includes comprehensive SEO campaigns and packages. They have a dedicated partner manager who tracks all of your client campaigns and works with our client services team to coordinate the strategy. We have a white-labeled dashboard where you can track and analyze the progress of all campaigns to see who is succeeding and who requires more attention. Because there is a greater level of dedication to the success of the relationship, this type of partnership tends to yield a higher profit margin.

What are the Benefits of Outsourcing SEO Services?

Search engine optimization lays a solid foundation for your business to grow over time. Outsourcing SEO services can be a huge help in growing your business’s digital marketing strategy in a time when having a digital presence is more important than ever. Learning the benefits of outsourcing SEO allows you to provide unified and trustworthy services to your clients without jeopardizing their satisfaction.

1. SEO Expertise

For a company embarking on its first SEO journey, the road ahead may appear difficult to navigate, if not impossible. You are not required to travel alone. One of the most significant advantages of white-label SEO services is the availability of professional assistance and guidance along the way. This means you don’t have to figure out your strategy on your own in the dark.

White-label SEO providers add value to your company by making it stronger and more recognizable than it was previously. Outsourcing allows you to balance your business’s responsibilities and strengths. Discuss and bring up your business’s goals, knowledge, vision, and insights. You are skilled at providing insight. The provider can then use that knowledge to assist you in developing an effective online presence for your company and clients. Who doesn’t appreciate the assistance of knowledgeable professionals? Getting professional assistance from a white-label SEO company could significantly benefit your company’s success.

2. Saves You Money

Over time, one of the most significant advantages is that outsourcing allows your company to save money. When you implement a brand new strategy into your business plan, you want to maximize your return on investment. Consider the value and ways you could save money when deciding if this is the right approach for you. One advantage of saving money by outsourcing is having productive professionals on your side. If you’re considering hiring for an in-house SEO position, keep in mind that you’ll only get one point of view and one main source of assistance. When you use a white-label SEO program, you can be sure that you’re hiring multiple resources who are up to date and constantly improving their skills. In this way, you’re saving money.

Another advantage of this partnership is that it eliminates the need to purchase the tools and software required for a data-driven SEO campaign. When your company is new to SEO, you could invest in tools to help your team members learn the basics. However, doing so may result in a waste of time and money on other assigned tasks. Most white-label companies are up to date and have the tools you need to succeed. Choosing this type of partnership can benefit your business by saving money on tools or training you would not have to purchase if your partner already has it.

3. Staying Up-to-Date

SEO is constantly evolving. Some features include core web vitals, search engine crawling, and constantly updated algorithms, for example. While running your own business is difficult, keeping up with features you’re not completely familiar with can be difficult. When your company needs SEO assistance, you can count on your white-label SEO providers to be up to date and knowledgeable about these changes. They will understand how to prepare, manage, and position your company in the best possible light. This benefit can help your company’s quality, efficiency, and overall value. 

What are the Challenges of Outsourcing Your SEO?

While there are many benefits to outsourcing your SEO, we recognize there might be some challenges along the way because not every process is perfect.

1. Communication

Interaction between the white-label SEO service providers and resellers should be prioritized. Gaining trust and understanding from one another can be difficult without it. Because you are not in the same office as the SEO agency, you must maintain constant communication with them. Conflicts may occur more frequently if there is no constant communication about what needs to be done for your business.

One of the first steps your company could take to improve this challenge is to develop a good communication strategy. One way to improve this is to establish clear and consistent expectations. This way, you’ll have expectations to refer to in the future. Another way to improve your communication strategy is to set up regular meetings with your partner. This establishes a practice of ensuring that both parties are committed to a regular meeting. Even if everything is going well and there are no obvious problems, keep communicating to ensure that success is on track. This benefits both partners’ relationships.

Communication is one of our top priorities at ROI Minds. Through our free consultation, your company can speak with real people, not computers, about setting goals and expectations for your company’s SEO strategy. We ensure that you are kept informed and aware of what is happening. The client comes first in our Boost method, and we prioritize assisting you to succeed online.

2. Workflow Management

While determining whether or not a white-label SEO program is right for you, look into the different types of programs available to you. This means each provider has a way of operating and managing its strategies. SEO is a detailed and organized process that must be properly recorded and coordinated. Make sure to find a provider who meets your organization’s process and results from requirements. There is onsite and offsite work to consider regarding SEO, and it’s critical to find a company that knows what they’re doing. If you find an agency that falls short by one step, it could jeopardize your business.

3. Set Expectations

As we discussed in communication, some businesses fail to set business expectations. Looking for and agreeing to a white-label partnership should not be a hasty decision for your company. Understanding what’s being discussed for your business will help you get a clear picture of what you’re getting into. While a white-label SEO provider will set its terms, you must do the same as a reseller. If clear expectations are not established, it may lead to problems down the road. These issues could include how the strategy is implemented, the pricing of what you agreed upon, or how the relationship is maintained. Setting expectations for and about your company is critical to understanding what you’re getting.

ROI Minds invests in the best people to power your SEO campaigns and guides you through the process. We offer affordable on-site and off-site SEO services that fit any budget. We have excellent follow-ups and take the time to listen to your needs to meet them.

What Should You Look For in a White Label SEO Provider?

While every white-label SEO program has specialized services and ways of doing things, the process is fairly similar across the board. But there are different things you need to look for in a partnership to maximize its success.

1. Long-Term Strategy

Make certain that your SEO service provider handles client campaigns on an individual and strategic level. You want to know that they have a well-defined strategy that they have been working on for a long time and will produce results for your clients. You must be confident that they have the experience, not just great marketing, to sell their product. Experienced SEO firms have teams of experts who monitor algorithm news and changes that may affect your clients. You want to ensure they can handle search algorithm updates and know-how to pivot strategy to avoid being negatively impacted. 

2. Reliable Metrics and Reporting

You want to ensure that everything is done correctly on every type of service you ever receive in your life. And how do you go about doing that? With supporting documentation. You want to see the work done, how much each item costs, and the final results. In the world of SEO, this is accomplished through a dashboard and tools that track the SEO tasks completed. You should also use Google Analytics and Google Search Console to ensure that your website grows due to your SEO efforts. Make certain that any white-label SEO provider includes a transparent reporting dashboard for all of your client campaigns.

3. History of Success With Your Types of Clients

Case studies are an essential component of any SEO partnership. You want to know that your provider has successfully gotten other clients in the same industry and niche as your client to rank on Google’s first page. You should ensure that they have a tried and true method of doing SEO in general. Then, request information and case studies on how their process applies to your specific clientele.

4. Sales Support

You want to ensure that your provider assists you at every step. Finding people ready to implement SEO on their website is one of the most difficult challenges many faces. And how do you ensure you close the sale once you’ve found a qualified lead? Your partner should be able to explain the sales process to you and then provide sales support to help you close the deal. Sales support functions as a supplement to your sales team. If you need assistance explaining the SEO process or want an arm of your sales team to continue working under your brand, simply connect a potential client with the sales support team, who will then walk your contact through the process.

5. Dedicated growth manager

When deciding which provider to partner with, one of the most important factors is having a dedicated partner growth manager and someone to contact regularly to discuss your clients and their campaigns. These are your primary contact points, so make sure they know your company, your clients, and your industry inside and out. Also, before signing the contract, get to know your growth manager to ensure a good personality fit!

Dedicated growth manager

What Exactly is Included in White Label SEO Program?

The answer varies because it is different for each program, but it is fundamentally the same. The reseller receives a solid SEO campaign from professionals who do this type of work daily for hundreds, if not thousands, of campaigns. Among these SEO tasks are:

  • SEO audits
  • On-site optimizations
  • Content optimizations
  • Blog writing
  • Link Building
  • White label local SEO
  • Keyword research
  • Metadata improvements
  • Analytical tools
  • Reporting

Your customers will have the full support of our team if you partner with us. This means that a dedicated partner manager will assist in tracking your client campaigns and coordinating the strategy with our client services team, all of which will work under your brand. Data, dashboards, and information on how each client campaign works will be available to you, not ours, under your branding.

We will also provide marketing assistance to our partners to help them sell SEO services. Whether you have a potential customer who is unsure about committing to an SEO campaign or you need assistance explaining the SEO process, our Sales Support team will be there to assist you.

Conclusion

In conclusion, white-label SEO is the process of using the expert SEO product as your own. And we’ve refined the product for our partners who want to add a valuable product with a high revenue return to help their small business customers succeed with their online presence and business strategy.

We understand the importance of SEO for small businesses. As do all of our collaborators, and that is why they choose us. They understand that SEO is an extremely valuable product for their customers and small businesses worldwide. In an age where we no longer walk down the street to find what we need, SEO helps them get found. We connect to the internet.

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Best Practices & Ultimate Guide For Google Ads

If you’re thinking about spending money on ads to reach your target audience, you should spend it wisely.

That is, with more than 259 million unique visitors per day and 4.8 billion daily interactions.

Somewhere along the lines of Google.

Google Ads was launched just two years after Google.com, the world’s most popular website. The advertising platform was launched as Google Adwords in October 2000, but after some rebranding in 2018, it was renamed Google Ads.

You’ve seen (and probably clicked on) a Google advertisement, given Google’s vast reach. Your potential customers have done the same.

This guide will teach you how to start advertising on Google. We’ll go over platform-specific features and show you how to optimize your campaigns to get the best results from your ads.

It’s no secret that the stronger and more focused your paid campaigns are these days, the more clicks you generate — resulting in a higher likelihood of acquiring new customers.

This is why Google Ads has grown in popularity among businesses.

What are Google Ads?

Google Ads is a paid advertising platform that falls under the pay-per-click (PPC) marketing channel, in which you (the advertiser) pay per click or impression (CPM) on an ad.

Google Ads is an efficient way to drive qualified traffic, or good-fit customers, to your business while searching for products and services similar to those you provide. You can increase your website traffic, phone calls, and in-store visits by using Google Ads.

Google Ads enables you to create and distribute well-timed ads to your target audience (via mobile and desktop). Your company will appear on the search engine results page (SERP) when your ideal customers search for products and services similar to yours on Google Search or Google Maps. This way, you reach your target audience at the optimal time for them to see your ad.

What are Google Ads

Ads from the platform can also be seen on other channels like YouTube, Blogger, and Google Display Network.

Google Ads will also help you analyze and improve those ads over time so that your company can meet all of its paid campaign goals.

Furthermore, regardless of the size of your business or available resources, you can tailor your ads to fit your budget. The Google Ads tool allows you to stay within your monthly budget and even pause or stop your ad spending.

Now for another critical question: Are Google Ads truly effective? Consider the following statistics to provide an answer:

  • Google Ads has a click-through rate of nearly 8%.
  • Display ads yield 180 million impressions each month.
  • For users ready to buy, paid ads on Google get 65% of the clicks.
  • 43% of customers buy something they’ve seen on a YouTube ad.

Why Advertise on Google?

Google is the most popular search engine, with over 5 billion searches per day. Not to mention that the Google Ads platform has been in operation for nearly two decades, giving it some clout in the paid advertising space.

People worldwide use Google to ask questions that are answered through a combination of paid advertisements and organic results.

Furthermore, Google claims that advertisers earn $8 for every $1 spent on Google Ads. So there are a few reasons why you should consider Google advertising.

Do you require another reason? Google Ads are being used by your competitors (and they might even be bidding on your branded terms). Hundreds of thousands of businesses use Google Ads to promote their products and services, which means that even if you rank organically for a search term, your results will be pushed down the page beneath your competitors.

Google Ads should be a part of your paid strategy if you’re using PPC to advertise your product or service — there’s no way around it (except maybe Facebook Ads, but that’s another article).

Google Ads Best Practices

Don’t give up if you’ve tried unsuccessfully to advertise on Google. There could be several reasons why your Google Ads are underperforming and let’s go over some of the most common Google Ads best practices.

1. Use a PPC Planning Template 

Using a planner helps you keep track of your PPC projects. You can view how your ads will appear online, see your character counts, and manage your campaigns all in one place with Google and ROI Minds’ PPC Planning Template.

2. Avoid Broad Keyword Terms

When it comes to keywords, you need to nail it, so testing and tweaking should be part of your strategy. If your keywords are too broad, Google will show your ad to the wrong people, resulting in fewer clicks and a higher ad spend.

Examine what’s working (for example, which keywords generate clicks) and make changes to better match your ads to your target audience. You’re unlikely to get it right the first time, so keep adding, removing, and tweaking keywords until you do.

Google Ads Best Practices

3. Don’t Run Irrelevant Ads

If your ad does not correspond to the searcher’s intent, you will not receive enough clicks to justify your ad spend. Your headline and ad copy must match the keywords you’re bidding on, and your marketing solution must address the searcher’s pain point.

It’s a combination that will produce the desired results, and it could be as simple as a few tweaks. You can create multiple ads per campaign; use this feature to test which ads perform best. Alternatively, use Google’s Responsive Search Ads feature.

4. Improve Your Quality Score (QS)

Google uses your Quality Score (QS) to determine where your ad should rank. Your placements will improve as your rank rises. If your quality score is low, your ad will receive fewer views and fewer conversion chances. Google will tell you your Quality Score, but it is up to you to improve it.

5. Optimize Your Ad Landing Page

Your efforts should not end with your advertisement; the user experience is just as important after a click.

What does your user see after clicking your ad? Is your landing page conversion-optimized, which means it uses the same keywords? Is the page resolving your user’s problem or answering their question? Your user should have a smooth transition through the conversion process.

Google Ads Terms to Know

These common terms will assist you in setting up, managing, and optimizing your Google Ads. Some are specific to Google Ads, while others are more general to PPC. In any case, knowing these will help you run an effective ad campaign.

1. AdRank

Your AdRank determines your ad placement. The higher the value, the higher you’ll rank, the more eyes will fall on your ad, and the more likely users will click on your ad. Your AdRank is determined by multiplying your maximum bid by your Quality Score.

2. Bidding

Google Ads is based on a bidding system in which you, as the advertiser, set a maximum bid amount for a click on your ad. The higher your bid, the higher your position. You can bid in three ways: CPC, CPM, or CPE.

  • CPC, or cost-per-click, is the amount you pay for each click on your ad.
  • CPM, or cost per mille, is the amount you pay for one thousand ad impressions; that is when your ad is shown to a thousand people.
  • CPE, or cost per engagement, is the amount you pay when someone takes a predetermined action with your ad.

3. Campaign Type

Before you begin a paid campaign on Google Ads, you’ll select between one of three campaign types: search, display, or video.

  • Search ads are text ads displayed among search results on a Google results page.
  • Display ads are typically image-based and are shown on web pages within the Google Display Network.
  • Video ads are between six and 15 seconds and appear on YouTube.

4. Click-Through Rate (CTR)

Your CTR is the number of clicks on your ad as a percentage of the number of views your ad receives. A higher CTR indicates a high-quality ad corresponding to search intent and targets relevant keywords.

5. Conversion Rate (CVR)

CVR is a ratio of form submissions to total visitors to your landing page. A high CVR indicates that your landing page provides a seamless user experience that matches the ad’s promise.

6. Display Network

Google ads can appear on search results or web pages within Google’s Display Network (GDN). GDN is a network of websites that allow Google Ads to be displayed on their webpages; these ads can be text-based or image-based, and they are displayed alongside content relevant to your target keywords. Google Shopping and app campaigns are the most popular Display Ad options.

7. Extensions

Ad Extensions allow you to add extra information to your ad at no extra cost. These extensions are classified into five types: Sitelink, Call, Location, Offer, and App.

8. Keywords

When a Google user enters a query into the search field, Google returns a set of results that correspond to the searcher’s intent. Keywords are words or phrases that correspond to what a searcher is looking for and will answer their query. You choose keywords based on which queries you want your ad to appear alongside. A searcher who types “how to clean gum off shoes” will see results for advertisers who targeted keywords such as “gum on shoes” and “clean shoes.”

Negative keywords are keyword terms you do not want to rank, and Google will remove your bid from these keywords. These are typically related to your intended search terms but fall outside of the scope of what you offer.

9. PPC

Pay-per-click, or PPC, advertising is a type of advertising in which the advertiser pays for each click on an ad. Although PPC is not unique to Google Ads, it is the most common type of paid campaign. Before launching your first Google Ads campaign, it’s critical to understand PPC fundamentals.

10. Quality Score (QS)

Your Quality Score is determined by your ad’s click-through rate (CTR), keyword relevance, landing page quality, and past performance on the SERP. QS influences your AdRank.

Google Ads Terms to Know

How Do Google Ads Work?

Google Ads will show your advertisement to potential leads or customers interested in your product or service. Advertisers bid on search terms or keywords, and the winning bid is displayed at the top of search results pages, YouTube videos, or relevant websites, depending on the type of ad campaign chosen.

Numerous factors influence your ability to create effective and high-performing Google Ads. Let’s go over them in more detail below and some Google Ads examples.

1. AdRank and Quality Score

AdRank determines the placement of your ads, and Quality Score is one of two factors (the other being bid amount) that determine your AdRank. Remember that your Quality Score is based on the quality and relevance of your ad, which Google measures by how many people click on your ad when it’s displayed — i.e., your CTR. Your CTR is determined by how well your ad matches searcher intent, which three factors can determine:

  • The relevance of your keywords
  • If your ad copy and CTA deliver what the searcher expects based on their search
  • The user experience of your landing page

When you first set up your Google Ad campaign, you should pay the most attention to your QS before increasing your bid amount. The higher your QS, the lower your acquisition costs, and the better your placement.

2. Location

When you first create a Google Ad, you’ll choose a geographical area where your ad will appear. If you have a physical storefront, it should be within a reasonable radius of your physical location. If you have an eCommerce store and a physical product, you should set your location to the locations where you ship. If you offer a service or product available globally, the sky is the limit.

Your location settings will influence placement. For example, if you own a yoga studio in San Francisco, someone searching for a “yoga studio” in New York will not see your result, regardless of AdRank. This is due to Google’s primary goal of displaying the most relevant results to searchers, even when

3. Keywords

Keyword research is essential for both paid ads and organic searches. Your keywords should be as close to the searcher’s intent as possible, and this is due to Google matching your ad with search queries based on the keywords you chose.

Each ad group in your campaign will target a small set of keywords (one to five is ideal), and Google will display your ad based on those selections.

4. Match Types

Match Types give you some leeway in your keyword selections by telling Google whether you want to match a search query exactly or if your ad should be shown to anyone with a semi-related search query. There are four types of matches to choose from:

  • Broad Match is the default setting that uses any word within your keyword phrase in any order. For example, “goat yoga in Oakland” will match “goat yoga” or “yoga Oakland.”
  • Modified Broad Match allows you to lock in certain words within a keyword phrase by denoting them with a “+” sign. Your matches will include that locked-in word, at the very least. For example, “+goats yoga in Oakland” could yield “goats,” “goats like food,” or “goats and yoga.”
  • Phrase Match will match with queries that include your keyword phrase in the exact order but may include additional words before or after. For example, “goat yoga” can yield “spotted goat yoga” or “goat yoga with puppies.”
  • Exact Match maintains your keyword phrase as it is written in the exact order. For example, “goat yoga” will not show up if someone types “goats yoga” or “goat yoga class.”

If you’re just getting started and don’t know how your persona will search, switch from a broad match to a narrower approach to test which queries produce the best results. However, because your ad will be ranking for various queries (some of which are unrelated), you should keep a close eye on your ads and modify them as new information becomes available.

5. Headline and Description

Your ad copy can mean the difference between a click on your ad and a click on your competitor’s ad. Your ad copy must match the searcher’s intent, be aligned with your target keywords, and address the persona’s pain point with a clear solution.

Let’s look at an example to see what we mean.

How Do Google Ads Work

This was the result of a search for “baby swim lessons.” The copy is succinct and uses limited space to convey its message and connect with its target audience.

The Swim Revolution knew to include the keyword in their headline, so we knew right away that this ad was relevant to our search. The description explains why this is the best option for swim lessons because it addresses their persona’s concerns — a parent looking to enroll their baby in a swim class.

They use words like “skills,” “fun,” “confidence,” and “comfort in the water” to calm our fears about putting a baby in a pool and to demonstrate that we will get what we want from this class — an infant who can swim.

This type of ad copy will get you clicks, but carrying this level of intent into your landing page copy will result in conversions.

 

6. Ad Extensions

If you use Google Ads, you should use Ad Extensions for two reasons: they are free, provide users with additional information, and are another reason to interact with your ad. These extensions fall into one of the following five categories:

  • Sitelink Extensions extend your ad — helping you stand out — and provide additional links to your site that offer users more enticing reasons to click.
  • Call Extensions allow you to incorporate your phone number in your ad, so users have an additional (and instant) way to reach out to you. If you have a customer service team ready to engage and convert your audience, then include your phone number.
  • Location Extensions include your location and phone number within your ad so Google can offer searchers a map to find you easily. This option is great for businesses with a storefront, and it works well for the search query “…near me.”
  • Offer Extensions work if you’re running a current promotion. It can entice users to click your ad over others if they see that your options are discounted compared to your competitors.
  • App Extensions provide a link to an app download for mobile users. This reduces the friction from performing a new search to find and download the app in an AppStore.

7. Google Ads Retargeting

In Google Ads, retargeting (or remarketing) is a method of advertising to users who have previously interacted with you online but have not converted. Tracking cookies follow users around the web and target them with advertisements. Prospects must see your marketing at least seven times before becoming a customer, so remarketing is effective.

Types of Google Ads Campaigns

You can select from one of the five campaign types on Google Ads. Let’s cover the optimal uses for each and why you might choose one over the other.

1. Search Ad Campaigns

Text ads that appear on Google results pages are known as search ads. A search for “pocket squares,” for example, yields the following sponsored results:

The advantage of search ads is that your ad will appear where most searchers look for information first — on Google. Furthermore, Google displays your ad in the same format as other results (except that it is labeled an “Ad”), so users are accustomed to seeing and clicking on results.

  • Responsive Search Ads

Responsive search ads allow you to enter multiple headlines and ad copy variations (15 and four, respectively) for Google to choose the best performers to display to users. Create one static version of your ad with the same headline and description as you use traditional ads.

Responsive ads enable a dynamic ad that is auto-tested until you reach the best version for your target audience — for Google, this means until you get the most clicks.

2. Display Ad Campaigns

The Google Display Network is a network of websites in various industries and with a diverse audience that opts in to display Google Ads. The website owner benefits because they are paid per click or impression on the ads, and advertisers benefit from getting their content in front of audiences who match their personas.

3. Video Ad Campaigns

Video ads are displayed before or after (and sometimes in the middle of) YouTube videos. Remember that YouTube is also a search engine. The right keywords will bring you to a video, disrupting the user’s behavior just enough to catch their attention.

4. App Ad Campaigns

Google App Campaigns advertise your mobile application on Google Search Network, YouTube, Google Play, Google Display Network, and other sites. You can run ads that encourage your audience to download your app or, if they already have it, to perform a specific action within it.

Unlike other types of ads, you do not create an App ad campaign. Instead, provide Google with information about your app and its target audience, and then place a bid.

5. Shopping Ad Campaigns

Google Shopping Ad Campaigns are another type of Google Ad. Shopping campaigns, like the others, appear on SERPs and include detailed product information such as price and product imagery. You can launch a Shopping campaign via Google Merchant Center, where you can enter specific product information that Google will use to create your shopping ads.

Shopping Ads allow you to promote specific products and product lines rather than your entire brand. When you search for a product on Google, ads for various brands will appear along the top and side. When I search “running shoes,” this is what I get.

Types of Google Ads Campaigns

How to Use and Create Google Ads?

Setting up paid campaigns on Google is relatively simple (and quick), thanks to the platform guiding you through the process and providing helpful hints. When you go to the Google Ads website and click “Start Now,” you will be guided through steps to get your ads up and running. The setup should take 10 minutes if you have your ad copy and images ready.

All the extra steps you must take to ensure your ads are properly set up and easily trackable may be less obvious. Let’s go over them altogether. These are the steps you’ll take after submitting your ads for review.

1. Link Google Analytics

You most likely have Google Analytics installed on your website to track traffic, conversions, goals, and other unique metrics. You must also connect your Analytics account to Google Ads. Because you can view these events in one place, linking these accounts will make tracking, analyzing, and reporting between channels and campaigns much easier.

2. Add UTM Codes

Google uses Urchin Tracking Module (UTM) codes to track any activity associated with a specific link. You’ve probably seen them before; they’re the bits of a URL that come after a question mark (“?”). UTM codes will tell you which offer or advertisement resulted in a conversion, allowing you to track the most effective parts of your campaign. Because you know exactly what’s working, UTM codes make it easier to optimize your Google Ads.

The trick is to add your UTM codes at the campaign level when configuring Google Ads, so you don’t have to do it manually for each ad URL. Otherwise, you can manually add them using Google’s UTM builder.

3. Set Up Conversion Tracking

Conversion tracking tells you how many customers or leads you’ve gotten from your advertising campaigns. It is not required to set up, but without it, you will have to guess the ROI of your ads. Conversion tracking enables you to track sales (or other activities) on your website, app installs, or phone calls generated by your advertisements.

4. Integrate Your Google Ads With Your CRM

There is something to be said for centralizing all of your data so that you can track, analyze, and report on it. You already use your CRM to keep track of contact information and lead flows. Integrating Google Ads with your CRM allows you to track which ad campaigns are working for your audience so that you can continue marketing to them with relevant offers.

Google Ads Bidding Strategies

It’s time to start bidding after setting up your ad campaigns and tracking. Remember that your ability to rank in Google Ads is determined by how you bid. While your budget and objectives will determine your bid amount, you must know a few strategies and bid settings before launching your paid campaign.

Automated vs. Manual Bidding

You have two options for bidding on your keywords — automated and manual. Here’s how they work:

  • Automated Bidding puts Google in the driver’s seat and allows the platform to adjust your bid based on your competitors. You can still set a maximum budget, and Google will work within a range to give you the best chance of winning the bid within those constraints.
  • Manual Bidding lets you set the bid amounts for your ad groups and keywords, giving you the chance to reduce spending on low-performing ads.

Bidding on Branded Search Terms

Branded terms include your company’s or a specific product’s name, such as “ROI Minds CRM.” There is much debate about whether or not to bid on your branded terms, and bidding on terms that are likely to produce organic results may be viewed as a waste of money on one side of the debate.

On the other hand, bidding on these terms gives you control over these search results pages and helps you convert prospects further down the flywheel.

Another argument in favour of bidding on your branded terms is that competitors will take up valuable real estate that should be yours if you don’t.

Cost Per Acquisition (CPA)

If spending money to convert prospects into leads makes you uncomfortable, you can instead set a CPA and only pay when a user converts into a customer. While this bidding strategy may be more expensive, you can rest assured that you only pay when acquiring a paying customer. This strategy makes it simple to track and justify your advertising spending.

Additional Resources to Optimize Your Google Ads

Your ad copy and headline are not the only elements that will determine the success of your paid campaign. Getting a user to click is only the first step, and they should be directed to a conversion-optimized landing page before being directed to a Thank You page, instructing them on what to do next.

Check out these additional resources and use them as guidelines to set up your Google Ads campaign if you want your Google Ads to generate qualified leads and customers.

  • Landing Page Best Practices will teach you how to set up a landing page that’s prime for conversions, so you don’t waste those precious clicks.
  • Optimized “Thank You” Pages show you what to do with your new lead post-conversion, how to keep them on your site, and ways to maintain their attention.
  • Tips for Mobile Google Ads teaches you the key differences between desktop and mobile ads and how to optimize both.
  • Optimizing Google Ads Costs will show you how we, at ROI Minds, maximize our Google Ads spend to get the best ROI.
  • Quality Google Ads Examples That Convert shares examples of Google advertising campaigns that got it right.
Additional Resources to Optimize Your Google Ads

Start Your Campaign

Google Ads should be a part of your paid strategy due to its reach and authority. Start with the tips we provided, and remember to refine and iterate as you go.

There is no such thing as a failed Google Ads campaign, only those that require additional attention. You now have everything you need to create a successful Google Ad campaign that drives clicks and converts leads using the strategy and information provided above.

Categories
Google Ads

Golden Rules to Do Keyword Research For Google Ads

If you want to improve your Google Ads conversions, you must have the right strategy. Competitors from all over the world are vying for the same prospects and customers in today’s world. On the other hand, building a viable plan is easier said than done.

A great eCommerce pay-per-click (PPC) campaign includes various elements such as ad copy, relevance, images, landing pages, and follow-up techniques. However, the first and perhaps most important step is identifying the right keywords to target and the best keywords for Google ads.

Knowing how to shortlist and target the best keywords for Google Ads campaigns will allow you to reach more interested customers with relevant content and offers while spending less money and wasting less time. This way, you can gain a competitive advantage in your market.

How To Choose the Best Google Ads Keywords?

This article will go over tried-and-true keyword strategies that you can use right away. Let’s get this party started.

Account Structure: High Buying Intent vs Low Buying Intent

The account structure and finding the right keywords are two of the most important aspects of your paid search process. When your keywords, ads, and landing pages are appropriately structured, they align with your business goals.

High Buying Intent vs Low Buying Intent

Finding the right Google Ads strategy and building the right Google Ads account structure can feel like looking for a needle in a haystack. Depending on your objectives, budget, location, company size, and industry, various approaches are available. So, depending on your specific situation, let’s talk about different ways you might want to structure your campaigns.

Do you believe you should target high search volume or low competition keywords or high buying intent keywords or low intent keywords? We’ll begin with two different scenarios, both of which use high-intended keywords:

A Scenario – This ad group contains a single keyword with a search volume of 100. The cost per click (CPC) is set at $2.

B Scenario – This ad group contains ten keywords, each of which has a search volume of 1000. The CPC is $1 per click

Understanding the Relationship Between Keyword Search Volume and Keywords Buying Intent is Important:

Remember that keyword search volume refers to the number of times a particular keyword was searched for in a given month.

That is why this is such an important consideration. A keyword must have many searches to be worth targeting and paying for. Otherwise, it could indicate that not enough people are interested in that specific keyword or phrase, resulting in low traffic to the offer. 

However, Scenario B above depicts a possible solution to the low traffic. You can target multiple low-volume keywords instead of bidding on high search volume keywords (which are more expensive). This method broadens your audience, and website traffic, and the ROI depends on the conversion rate and ROAS as the intent of such keywords can be broad and hard to fit in the buying intent segment. You can’t show the same ad to other people who use different search terms as different search terms have different intent and so the ad should be personalised as per the search term to get a high-quality score and overall account score that helps in the lower CPC and higher Conversion rates.

This strategy of bidding on multiple low-volume keywords to show your ads to a sufficient number of people may be more brand-building side or driving top of the funnel traffic in the awareness stage of your google ads marketing funnel. High intent keywords (those used further down the sales funnel and closer to converting) frequently have lower volume than low-intent keywords.

So you’re probably wondering how to choose the best keywords for Google Ads. Both of the above scenarios are correct, but both scenarios are equal when viewed from a broader perspective.

Scenario A has one high buying intent keyword, while Scenario B has low-intent high search volume keywords. Because both scenarios are equal:

1 high buying intent keyword (100 high search volume keywords) = 10 low search volume keywords (each of 1000 Search Volume)

For example, at any given time, there are likely to be more people searching for “types of roofing materials” than people searching for “buy a new roof now.” While the high intent “buy” keyword will likely result in higher conversions, it will cost significantly more to bid on, and your search volume will be significantly reduced.

Keywords Buying Intent is Important

Criteria for Choosing the Appropriate Keyword Search Volume

As you may have noticed, both of the account structures discussed above can benefit your Google Ads campaigns. But how do you know which one is best for your company?

Consider the following key factors to consider when selecting keywords based on their search volumes and intent type:

Is There a High Search Volume for Your Niche?

You cannot use all keywords for Google Ads in any industry, and different keyword volumes will be more effective in different buying stages and offers. For example, a highly specialized service like laser eye surgery is unlikely to receive as many conversions as a generic product like eye surgery.

What Is the State of Keyword Competition?

There is no excuse for not having at least a cursory understanding of keyword competition, thanks to a plethora of keyword research tools  — both free and paid to find the best keywords. While higher intent keywords can drive more conversions than traffic to your landing page, they are much more competitive and expensive than low intent keywords. Finding the right keywords considering your Google ads marketing objective is the key and science of a successful Google ads program. 

What Level of Buying Intent Does the Keyword Have?

You must ask yourself what your objectives are for the ad campaign. If you just want to “get your name in front of people” and do a broad awareness campaign, low intent high search volume keywords are the best like informative, how-to guide, examples, etc. However, if your campaign is heavily focused on “direct response,” you don’t want to waste money on people who are too early in the buying cycle like keywords how what, why, free, guide, sample, etc.

When Is It Appropriate to Ignore Keyword Search Volume?

When selecting keywords for Google Ads, search volume is critical. However, it is not the only factor to consider when selecting keywords. To target the best keywords, you may need to consider other aspects of your campaign.

Here are two examples of when you might want to prioritize keyword search volume over other factors when researching Google Ads keywords:

1. The Keyword Contains a High Level of Purchasing Intent

Despite a low search volume, it is a wise move to bid on keywords with high buying intent because, while there may be fewer people searching for these terms, those who use them are more likely to convert. If you keep this in mind, you will better understand how to choose keywords for Google Ads and your advertising money will have a better ROI.

2. You Have Insight Into an “Under the Radar” Keyword

You may have spent months or years narrowing down your target demographic, and you can pick up on your audience’s insights and needs. As a result, you may come up with new keywords that your competitors aren’t even aware of, giving you a decisive advantage and an early lead.

Keyword Selection for Google Ads: Revisiting Scenarios A and B

Assume “best blue jeans online” is our exact match keyword in Scenario A. And in Scenario B, ten other phrase match or exact match keywords are used like “blue jeans”, “blue jeans online”, “blue jeans price”, “blue jeans stores”, etc.

We put $2 CPC to Scenario A keyword so it ranks better and every time someone is looking for this key phrase so we can get as much conversion as possible. While in Scenario B is CPC is put $1 or less. As a result, we can have much more traffic than scenario A options for obtaining higher traffic from the keywords. And we all know that the final ROI should not be overlooked when determining how to choose keywords for Google Ads.

Despite their low volume, the numerous keywords provide a broad reach. Using different keywords can also broaden your ability to convert your audience by selecting the right keywords for a Google Ads campaign.

Google’s standard recommendation includes 10-20 keywords in an ad group but we suggest only 3-4 keywords or SKAG (Single keyword ad group). According to Google, this is the best approach because these keywords form a pool of search terms that potential customers may use when searching for products or services for which your ad could be displayed.

What if you choose keywords and concentrate on a single keyword ad group, which continues to grow? The possibility of having hundreds of thousands of low search volume keywords arises, but creating a new ad group becomes difficult each time. The amount of reporting and management required will be enormous. If you have hundreds of campaigns, you won’t handle such ad groups daily if millions of keywords come in. You’ll need a smart tool for this, which could suggest selecting a sample of keywords from hundreds of thousands and recommending some smart actions to take on them on a daily or weekly basis.

What Effect Do Keywords Have on Conversion Rates?

It’s critical to understand that lower search volume means lower competition but it can lead to higher conversions as well. On the other hand, higher purchasing intentions will better factor in conversions. Your conversion rate is affected by a variety of factors.

Your landing page will have a significant impact on the success of your campaign. People will convert based on the offer, copy, images, videos, and other elements. However, the first step is to get them to your website in the first place. And depending on the keywords they used, their chances of conversion will be higher or lower.

To calculate your conversion rate, use the formula below:

Conversion rate = (number of conversions / total visitors) * 100%

Because the total number of visitors is important for conversions, scenario B will almost always have higher visitors than scenario A. Based on the conversion rate, we have to grow the number of visitors/clicks which depends on the keyword’s search volume and cost.

Certain keywords will direct users further down your process’s funnel. As a result, the keywords you choose for your ad group must be carefully considered. Ensure that your users understand what they are getting and provide it for them.

Effect Do Keywords Have on Conversion Rates

Keywords with a High Volume

When you notice a keyword has a higher volume, more customers are interested in this topic and are using Google to learn more about it. High search volume keywords can raise awareness, allowing your online profile to grow. But, to know how to choose high search volume keywords for Google Ads, we must consider all factors:

Pros

  • More people will most likely see your ad.
  • More people are more likely to click on your ad.
  • More chances to get people interested in your product or service.

Cons

  • Your cost for the unwanted traffic will be higher.
  • More irrelevant search queries.
  • Lowers conversions
  • Higher CPA’s
  • Low-quality score
  • Low ROAS
  • Wastage of the ad spend if you’ve limited ad funds
  • Low ad impression share if the ad budget is limited
  • Higher time in the learning stage

Keyword Selection for Google Ads: Additional Criteria

 

1. Keyword CPC

Keyword CPC is the most crucial factor in keyword research and keyword selection. Keywords which higher CPC are the most competitive but higher intent ones. You can use the keywords in the medium or low competition if you have a limited ad budget otherwise go with the keywords with higher intent and try to get the 100% impression share for them. 

On the other hand, you may notice that a specific keyword appears relevant to your audience based on your research and experience while conducting Google Ads keyword research. You can frequently use these terms with lower CPCs to attract leads and conversions at a lower cost that fits your budget.

2. Target Market

You might sell a specific type of product. As a result, your impressions of specific keywords will be limited. You have a specific target market that knows what they want, which will not be the majority of people. Don’t be alarmed by low numbers if your strategy revolves around long-tail keywords.

3. The Cost of Your Offer

Typically, the amount you can afford to spend on advertisements rises with your price. However, if you have a low-cost product, bidding high on keywords may not make sense because the profit margin will be below.

4. The Purpose of Your Google Ads

Keep your overall campaign goal in mind at all times. If your goal is simply to raise market awareness, you may consider your Google Ads a cost of entry, and total conversions will not be the defining metric.

Some Google Ads campaigns are only interested in gaining exposure, and thus the value is in the long-term sales process. However, if you sell one-time or low-cost items that are more transactional, you must be more conscientious about your advertising costs and how they affect your bottom line.

5. Performance of Keywords

Your clickthrough rate (CTR) and cost per click (CPC) for a given keyword are excellent starting points. However, the true test of these phrases will be the conversions they generate.

It makes no difference how many people search for your keywords if they aren’t generating qualified clicks or leads. You must concentrate on conversion rate optimization and look down your funnel to determine which keywords delivered the highest profits. A lower volume keyword could generate more clicks and conversions at a lower cost despite the smaller market.

6. Keywords with Long Tails

Shorter keywords are extremely competitive due to the larger number of visits they can represent. However, the ROI can be quite low. Long-tail keywords allow you to narrow down your target market even further.

This enables you to deliver more targeted advertisements and landing pages. Because fewer people will be using the long-tail keywords they are at the bottom of the buying cycle. you will be able to reach customers faster than your competitors. Keep in mind that you are unlikely to be the only company in your industry. As a result, any ability to have a “monopoly” on a segment of the market immediately lowers your competition costs.

Effect Do Keywords Have on Conversion Rates

Best Practices for Ad Groups

Choosing keywords for Google Ads is about more than just the words you bid on; it is also about organizing these campaigns and ad groups in a way that maximizes your ROI from keywords.

Let’s look at some best practices to help you get the most out of your Google Ads.

1. Organize Yourself As You Go

You don’t want to put off organizing your campaigns and groups until the last minute. For starters, once you organize the data, it will take on a new meaning. By arranging them correctly from the start, you can be confident that the data you’re seeing is more relevant to your campaign objectives.

2. Create Distinct Campaigns for Each Unique Setting

Instead of creating separate ad groups, create new campaigns to account for significant differences. For example, you should run different campaigns depending on your location or budget. Alternatively, if you have multiple products, such as shoes and shirts, each should have its campaign.

3. Simplify Whenever Possible

Knowing how to select keywords for Google Ads is a difficult task in and of itself. If you already know what keywords to use, consider whether you need different campaigns or ad groups.

If you’re targeting the same locations for all of them, use a single campaign with different ad keywords. The same is true for all of your ads to share a single budget, which significantly reduces headaches and the time required to analyze your campaigns later.

4. Select a Specific Theme

If possible, choose a narrow theme for each ad group. Then, you can use more specific keywords in your headlines, ad copy, landing pages, and elsewhere. This is because people are more likely to click on an ad that contains the exact keyword they were looking for, as logic dictates that it is more relevant to them. Remember, the searcher is only interested in the action that will benefit them the most in the shortest amount of time. Put yourself in the shoes of your prospects.

5. Aim for At Least 3 Extended Ads and 1 or 2 Responsive Ads s per Ad Group

The secret to selecting keywords for Google Ads is that you will not get the perfect results the first time. To achieve your desired conversions, you may need to use a variety of ads, ad groups, and campaigns. As a result, allow your ad groups to approach your market from at least three different perspectives. You might discover that one keyword has significantly lower costs than the others, and that means you’ve just split-tested your advertisements for free. When you first start with PPC campaigns, it may take some time to find the right combination of keyword match types for your campaigns. It’s tempting to focus on those with the greatest potential reach; however, this would be a mistake.

Use the 3 extended ads and 1 or 2 Responsive ads in the ad group and try to use the keywords in the headline/description to get an excellent ad score from Google ads measurement tracking.

It is critical to strike a balance between reach and relevance in your keyword list to attract the right kind of traffic – and a lot of it!

What Exactly is Keyword Relevance?

Keyword relevance is a qualitative metric that informs marketers about the importance of a keyword to their bottom line. This value can be used to organize a large list by grouping your keywords into closely related groups and displaying them in keyword relevance.

What Exactly is Keyword Reach?

Keyword reach refers to the potential audience that a particular keyword can help your ad connect with, and it is inextricably linked to keyword search volume. If you choose a keyword that receives 3,000 monthly searches instead of 300, you can potentially reach a tenfold larger audience by including the more popular keyword in your ad copy. However, there are numerous other factors to consider in this case.

What Exactly is Keyword Reach

How Does Relevance Affect Quality Score?

When the elements of your campaign are aligned with user intent, your ads will typically resonate with a greater number of viewers. Your ad and landing page will be related to one another and to what people are looking for. As a result, relevant ads tend to receive a higher quality score, implying a higher ad position and lower costs.

The Value of a Well-Balanced List

When conducting research, they may use generic terms before moving on to brand names and specific search terms as they become more familiar with products and move closer to a conversion. Similarly, returning customers may gravitate toward their preferred brand names rather than searching for generic products.

It’s best to use a mix of generic and branded keywords to attract a diverse range of customers and increase conversion opportunities.

If you are a new company or have a new product, you must broaden your generic keyword strategy to attract more new customers. You can retain customers or build brand awareness around existing products by investing in your brand keyword strategy.

What Are the Different Types of Keyword Matches?

A keyword match type is a technique used by Google to match user search queries with the keywords you bid on. Match types control our keywords, but we must find the best balance of reach and relevance with our list.

As you progress through the match-type funnel, your reach grows, but your relevancy suffers. There are three types to think about.

1. Broad Match

For Google Ads keywords, broad match is the default setting. If you use the broad match keyword “blue Nike shorts,” the search engine can match your ad to any single word in that term. Like “blue Nike”, “Nike”, “shorts”, “blue”, etc.

Pros

  • Maximum impressions, aid in the collection of reams of search term data.
  • A high volume of traffic as Google show ads to anyone who is somehow relevant to the broad term.

Cons

  • The majority of the searches will be pointless.
  • You’ll pay for clicks with all of the traffic but not sales.
  • Your quality score will suffer if people do not click.
  • Low ROAS
  • Low CTR
  • Low-Quality Score
  • Not the right strategy with short keywords

2. Matching Phrases

User search queries must match your keyword when using Phrase Match, but it can be part of a longer query. For example, if your keyword is “Blue Nike” in phrase match then your ads will be visible to people looking for  “dark blue Nike shorts for men,”.

Pros 

  • Excellent for determining the context of relevant searches, as search data frequently reveals new terms you hadn’t considered targeting.
  • Better conversion rates
  • Tap the long-term keywords
  • Medium CPC
  • Higher Conversion rate and CTR

Cons

  • It still generates unqualified traffic, affecting your costs and quality score.

3. Exact Match

If you prioritize relevancy, exact match type keywords will help you match user search terms exactly as they are typed.

Pros 

  • Precise targeting eliminates the need to worry about irrelevant or unqualified traffic.
  • Higher CTR and conversion rates if the keyword selection is right

Cons 

  • There is no room for permutations, alternative phrasing, or word order; users must type the exact keyword term for your ad to appear. This can result in a loss of qualified traffic because there is no way to predict every search term that people will use.
  • Exact match types are typically more expensive. If they don’t convert, you’ve spent a lot of money for minimal gain.

A Balance between Reach and Relevance Is Necessary

Attracting high-quality traffic is critical for the success of your company’s website. Furthermore, you must have some brand awareness to ensure a good reach when selecting keywords.

For first-time advertisers, it’s best to set up your account as follows:

  • Approximately ten keywords per ad group
  • 6-8 Exact Match – Highest Bid
  • 1-2 Changed Broad – Bid 20% less than the highest bid
  • 1-2 Phrase – Bid 20% less than the most significant bid

Your search queries will get off to a good start by structuring your account in this manner. With the majority of your budget dedicated to high-level targeting, you ensure that you will attract qualified traffic while also leaving some room for low-cost keyword discovery.

You can add negative keywords and new terms to your list over time, which will help you filter out irrelevant traffic and refine your list for the best balance of reach and relevance, resulting in a higher quality score.

Balance between Reach and Relevance

Summary

If you’re thinking to advertise on Google, you should know how to select keywords for Google Ads. As the most popular and competitive platform, Google Ads can produce incredible results in terms of leads, subscriptions, purchases, and more. You can’t, however, just jump in and hope for the best with your ads.

You and your team require a viable strategy that will be effective both now and in the future. Depending on your organization’s goals, you now know when to target high volume or low volume keywords. Furthermore, you understand how to identify your target market and create campaigns that cater to their needs.

Use the tips provided above to ensure that your Google Ads campaigns are relevant, cost-effective, and aligned with your business objectives. Before you know it, your conversions will be skyrocketing as you grow exponentially.

Categories
All Facebook Ads White Label Services

What Should You Know About Facebook Ads?

Thanks to ads, branding, advertising, and customer targeting are now much easier and less expensive than in the past. Social media has not only provided a platform for entertainment, but it has also proven to be an excellent medium for businesses to gain customer attention through advertisements. ads, such as Facebook ads and other ads, are widely used in the digital marketing world to increase return on investment (ROI) and profitability.

What Do You Mean By Facebook Ads?

When Facebook (now meta) purchases an ad from any company and displays it to people under the firm’s name, Facebook ads are created. In effect, Facebook acts as a go-between for the marketer and the customer, and it charges no fees for advertising. There are numerous benefits to using this type of promotion and utilizing a third-party vendor agency to assist your company with the process.

Facebook ads is a reseller business in which agencies provide Facebook advertising Campaign Administration as a Service to their clients at a low cost, in a dependable manner, and focusing on results. This allows major agencies to deal with a rapid increase in new companies and address talent shortages.

Facebook ads increase brand awareness and website engagement. As more people interact with Facebook ads, the business will grow.

Role Of Facebook Ads In Digital Marketing

Because the world is becoming more reliant on social media, advertising on Facebook may eventually take over as the best digital marketing technique for developing businesses. Using Facebook ads, you can seek assistance from a third party to increase brand exposure while taking credit for your internet promotions.

The ability to persuade key target markets to take a specific action excites the client greatly. Because of Facebook ads, small to medium-sized businesses can now compete with larger corporations. With the help of Facebook ads, you can instantly increase your client’s return on investment.

Role Of Facebook Ads In Digital Marketing

Thousands of small and medium-sized businesses now use Facebook Ads, with the help of digital marketing professionals, to interact, focus, and acquire customers, allowing them to grow from local to global. On the other hand, Facebook Ads have democratized the advertising sector to the point where any entrepreneur or startup can now compete in digital marketing efforts with global corporations.

If you own a business, you can focus on serving more customers by hiring a Facebook ads Marketing Firm.

Facebook ads are offered as a service. By utilizing agencies’ result-driven Facebook advertising, you can easily scale your business and maximize your clients’ profitability. As a result, simply switching to digital can play an important role in increasing customer reach and exploring new domains when scaling up the business and increasing profitability without spending a lot of money on banners, advertising agencies, or other physical advertisers.

Facebook ad agencies benefit both customers and businesses. This advertising is no longer limited to Facebook(meta) and engages customers through Instagram, Twitter, and other social media platforms.

Why Visit The Facebook Ads Agency?

Adopting Facebook ads firms has several advantages, including increased revenue for both businesses and clients, increased efficiency, and, most importantly, cost savings. A third-party company will manage your clients’ advertising to increase revenue and visitors. Ad companies are also Facebook(now Meta) advertising experts, so you won’t have to spend much time training your staff. Employing in-house marketing experts can also be expensive, and many businesses do not have the funds to cover this expense. That is why a Facebook ads company is a great option.

Why Use Facebook Ads?

When we select Facebook for our social media marketing needs, we will discover that the metrics provided provide significantly more data than any other platform. The data you obtain there can help you optimize a variety of programs.

After eliminating the trial-and-error approach from your marketing, you can use the data provided to determine which alternatives produce the best results. Facebook ads can help you refine ad wording, conduct extensive testing, or manage the entire campaign, so you don’t have to guess.

Why Use Facebook Ads

This feature also includes micro-targeting. Even though Facebook advertising allows you to target millions of people, the results are less impressive when you narrow down your ideal clients and categories.

Facebook is used by nearly one billion of the world’s seven billion people. One survey found that people spend an average of 58 minutes per day on Facebook. New business opportunities and current Facebook Ads clients will look to you for additional services. They may want to use Facebook Ads to increase the visibility of their products or services, and they would expect a higher return on investment.

Everyone agrees that Facebook is the undisputed king of social media marketing platforms, and its reach transcends geographical boundaries, dialects, cultures, and age groups, to name a few.

Imagine engaging with millions and billions of people with a single click while sitting at home. This is the power of Facebook’s ads. These Facebook ads have revolutionized the advertising industry. From cost-cutting to time-saving, they have simplified marketing and advertising.

As a result, new-age advertising has become simple for businesses and customers. People can get what they want by sitting at home and not going to the internet, newspapers, or markets.

Categories
Google Ads

Everything You Need to Know About Google’s Performance Max Campaigns

The Performance Max Campaign is the latest entry in the Google Ads network. Performance Max Campaign is the next step towards automation by Google Ads, and it combines all ad networks provided by the Google ads network. 

Performance Max is a new goal-based campaign type that allows performance advertisers to access all of their Google Ads inventory from a single campaign. It’s designed to complement your keyword-based Search campaigns to help you find more converting customers across all of Google’s channels like YouTube, Display, Search, Discover, Gmail, and Maps.

Main Function of Performance Max Campaign by Google

Performance Max helps you drive performance based on your specified conversion goals, delivering more conversions and value by optimizing performance in real-time and across channels using Smart Bidding. Performance Max combines Google’s automation technologies across bidding, budget optimization, audiences, creatives, attribution, and more; all empowered by your specific advertising objective (for example, if you have a CPA or ROAS target) and the creative assets, audience signals, and optional data feeds you provide.

Benefits of Performance Max

  • Reach new audiences across all ad networks & show your ads to more potential prospects.
  • Performance Max works on smart bidding strategies & helps you drive better results & performance.
  • Steer automation with the Performance Max. Even non-experts & novices can launch this campaign & automation helps to manage it. Also, it simplifies campaign management and easily optimizes your ads.
  • And last but not least transparent insights into what is working & what should be improved.
Benefits of Performance Max campaigns

When to use it?

Performance Max is the best option to use when:

  • You have specific advertising and conversion goals (e.g., driving online sales, lead – generation, etc.).
  • You want to maximize the performance of your campaign and aren’t limited by which channel your ads appear on.
  • You want to easily access all of Google’s advertising channels using a single campaign.
  • You want to get additional reach and conversion value beyond keyword-based search campaigns.

Google Ads Automation

Google Ads automation uses machine learning to grow your business. You add your unique expertise, such as budget, business goals, and conversions you want to measure, and Google Ads automation will find potential customers for your goals and serve the most appropriate ad, with the optimal bid, to maximize campaign performance.

Smart Bidding combined with attribution technology helps determine the best options for your campaign across all Google inventory and determine bids on the auctions that have the highest probability of meeting your business goals in real-time. Our machine learning is enhanced when you add audience signals to your Performance Max campaign.

Campaign Inputs

Performance Max uses machine learning models to optimize bids and placements to drive conversions or conversion value for your goals. Still, you provide important inputs like audience signals (including your customer data) and high-quality text, images, and video that can significantly improve your campaign performance. You can also provide important inputs about what types of conversions are most valuable to your business by applying conversion values and setting value rules. Account-level brand safety settings are also available to tell Google Ads about the types of content where you don’t want your ads to appear.

Problems With Performance Max

Although Performance Max has several benefits for beginners & novices, easy to use & set up, it doesn’t require much expertise for optimizations & automation.

However, only someone who has rich experience in handling Google Ads & is knowledgeable about it inside out can differentiate between its benefits & downsides.

What are the Issues?

  • New & Learning: Whoever knows about Google or any other market giant’s new features knows that these new tools come with great risk. It can be said that Google is testing their newly launched tool with our money, which can go either way as it’s still in testing (Beta)
  • The Google Ads expert community has observed that this new campaign is good for saying that it can be easily handled by some who don’t have much experience with managing Google Ads. However, only experts can tell that it has its downsides.
  • The problems are that Performance Max only runs on smart bidding strategies & because of it, if your account doesn’t have much data, i.e., past conversions, it can go downhill with burning your money without any results.
  • It affects other campaigns running on smart bidding strategies & doesn’t provide much control at the product or ad level.
  • After launching Performance Max campaigns as a test, it has been observed that it affected other smart shopping or search campaigns that we provided good results before.
  • Performance Max is like a pandora’s box; it can provide great results if used correctly or burn your money without any results.

Pro-Tip

To avoid the above-stated issues, always test Performance Max with a particular category/collection. So, it would not affect the performance of other campaigns seen and discussed many times among the media buying community.

pro tips about google performance campaigns

The Future

If you are not a fan of the Performance Max campaign due to conflicts & other issues, then it can’t be helped. It is here to stay. By Q3 of 2022, Google announced that the smart shopping campaigns, which are the favourite of all, would be replaced by Performance Max Campaigns.

Yes, hard blow. However, one needs to work with what options are available. So, only testing & improving over time can be a solution. It doesn’t mean that Performance Max is bad, but it could be improved over time. Even for some, the Performance Max campaigns have done wonders, so we just have to wait and see how it unfolds.

Categories
Blogs SEO White Label Services

Meet Future Generation Google Analytics 4: A Complete Guide

We’ve all heard about how useful Google Analytics (GA) is. A tool that enables us to learn more about a website visitor than we could have ever imagined. We can learn about each user’s journey through a website, how long they stayed on a page, and what content piqued their interest.

But that’s not all; we can also learn about a user’s device and browser and their country, demographics, and interests. It’s all a little too big brother.

GA is free and simple to use, so up to 50 million websites use it. GA can completely transform your marketing, allowing you to tailor promotional materials in previously impossible ways.

Google Analytics 4 is a newer and improved version of Google Analytics (GA4). We believe you’ll enjoy it. There’s a lot to unpack with the most recent update, and here’s what you need to know about configuring and using GA4.

What’s New in Google Analytics 4?

Keeping up to date can be daunting, and your first glimpse of GA4 will probably be mind-blowing. In short, Google has done a complete makeover, and here are some of the biggest changes:

If you’re familiar with GA, you’ll recall that data used to be centred on individual sessions. Previously, interactions were classified according to their time of occurrence.

But that’s all changed now. GA4 treats each user interaction as a separate event. It’s a significant upgrade, which means you’ll be in a better position to learn about individual user behaviours and predict the actions of future users.

This presents significant opportunities to improve your marketing and engagement strategies.

New in Google Analytics 4

A New Data Model

Google has grouped GA’s various data collection methods under one umbrella, which it refers to as events. You have complete control over the type of information you receive when you use events.

You could create an event in GA4 for page/app views, purchases, or screen views – basically anything. You can then create an ‘event parameter’ within an event to collect additional information for better insights.

For example, you could configure a parameter to receive the transaction ID with a purchase event. This additional data can significantly improve the information obtained from GA.

Simplified Tracking of Mobile Apps

Receiving data from various sources (such as mobile apps) used to be a pain. To track this data, people were forced to use different versions of GA. Fortunately, we no longer need to rely on software such as Google Analytics for Apps, Google Analytics for Firebase, or Firebase Analytics.

You can now send all of that data into GA4. This data is centralized, allowing you to receive analytics from various sources easily.

What if a user views your page on multiple devices? The good news is that Google has you covered there as well. Because GA has always unified this data into your analytics reports, you can track a user visiting your page across multiple devices. This gives a 360 ° view of your customer’s actions.

Free Integration with BigQuery ­

This integration used to cost $150K, but it is now completely free!

As a result, if you have a website that deals with high-value users or a CRM with offline data that needs to be joined with digital data, this feature is for you. This enables you to identify and market to very specific audiences.

Not only does GA4 provide you with more analysis than before, but it may also increase your revenue.

Free Integration with BigQuery

Why You Should Switch To Google Analytics 4?

There are numerous reasons why you should consider switching to GA4. Perhaps the best argument is also the most obvious; naturally, GA4 is the future, and GA3 development has been halted. New features will only be added to GA4.

If you want the most up-to-date and advanced analytics and to expand your online customer base, GA4 is the only way to go. It’s more adaptable, allows you to find key data more quickly, and provides more information about your users. Older versions of the software are likely to be phased out over time, so you’ll have to make the switch at some point.

Upgraded Google Analytics 4 and expanded over time to become bigger and better. You don’t want to be left in the dust as your competitors expand and improve their marketing due to better data.

Another obvious reason is that, as demonstrated in this article, upgrading to GA4 is simple and should not take long. When something is finished, it is finished.

How to Set Up Google Analytics for the First Time?

If you aren’t already using Google Analytics, with the wealth of features included in GA4, now is the time to get started, so keep reading. If you already have Google Analytics integrated with your website, skip ahead to the ‘How to Switch to Google Analytics 4’ section, which will walk you through the upgrade process.

You’ll want to set up both because GA4 lacks some features from the older Universal Analytics (UA).

Step 1

To begin, navigate to analytics.google.com. You’ll be prompted to sign in to your Google account. If you are not one of the 1.8 billion people who have an account, now is the time to sign up.

You’ll be taken to the signup page from there. Create an account and fill in details such as the name of your website or app, your time zone, and the currency you use. Correct currency is especially important if you use eCommerce, which will allow for accurate revenue conversion.

Step 2

You should now configure Google Analytics to work with Universal Analytics. This is one of the most important steps, but it is also easily overlooked.

Select ‘Show advanced options’ at the bottom of the property setup page.

When you click the switch in the upper right, you’ll be presented with a screen that prompts you to enter your web address. Make sure you choose the option to create both a GA4 and a UA property.

Step 3 

You now want to set up Google Analytics with Universal Analytics. This is one of the most important steps, but it’s also easily overlooked.

Select ‘Show advanced options’ from the property setup page’s bottom.

When you click the switch in the upper right, you’ll be presented with a screen asking to enter your web address. Make sure you select the option to create both a GA4 and a UA property.

How to Switch to Google Analytics 4?

Implementing new software to work with a website or app can often be a bit of a nightmare. As already mentioned, however, the upgrade to GA4 is easy and stress-free.

Step 1

If you are already using UA, it is best to use it in conjunction with GA4, which does not yet have all of UA’s features. This may change as Google sends updates regularly.

Go to your GA dashboard and select ‘admin’ from the toolbar on the left to begin the upgrade process.

Step 2

Don’t be concerned if you see three columns with many options. We’ll just select ‘GA4 Setup Assistant’ from the central column for the time being. Nota bene: If you only see two columns in your admin section, you already have Google Analytics 4 – congratulations! You are not required to do anything.

Step 3 

You’ll now see two options: to create a new GA4 property and connect an existing one. As you’re not currently set up with GA4, you’ll want to select the first option.

Step 4 

You should now see the above popup with some important information. The first bullet appears in the text ‘This will be a new property with no historical data’ appears in the first bullet. This is one of the main reasons you’re integrating GA4 with UA rather than replacing it. Before installation, you will not receive any site data if you only use Google Analytics 4.

Let’s look at the second paragraph, which is titled ‘Copy basic settings from your UA property.’ Regrettably, this excludes any customizations you may have made, such as goals, customer behaviour reports, or filters. Fortunately, all of this information is still available at UA.

Let us now move on to the third paragraph, which states that GA4 will allow for “enhanced measurement.” This means you’ll get data from actions like a user scrolling, clicking an outbound link, or downloading files. Again, this is extremely beneficial for your analytics reports.

Finally, you will see a checkbox option at the bottom of the page. This enables you to receive data from tags on your website (though keep in mind that this does not include any customizations). This option will be unavailable if you are using Google Tag Manager.

After you’ve entered everything, click the ‘create property’ button.

Step 5 

You can now view your GA property!

You’ve completed the essentials and have successfully set up GA4! That wasn’t so hard, was it?

How to Link Universal Analytics with Google Analytics 4?

Now that you’re all set up check that your GA4 and UA accounts are linked. As a result, you only need one set of code on your property to receive data from both versions of GA. To do so, go to your setup assistant and select tag installation.

You’ll then be taken to a screen that displays a list of data streams that feed into GA. GA has already created a data stream from your website, which is convenient. To proceed to the next screen, select it.

The ‘web stream details’ page should now be displayed to you. Scroll down to the ‘tagging instructions,’ select ‘use existing on­­page tag,’ and select GA from the drop-down menu.

It’s getting a little complicated now but stick with us. There should be a series of characters at the end of the fourth point in the drop-down menu ‘connect,’ this measurement ID.’ Open a new tab in GA and copy and paste these characters. At the top of the GA toolbar, click the home button.

On the home page, select the drop-down menu in the upper left corner of your screen; it should display the name of your website.

How to Link Universal Analytics with Google Analytics 4

A window will appear with your account name and its properties. You’ll notice two versions of your site or app, one in Google Analytics 4 and the other in Universal Analytics; you can tell the difference by the ‘UA’ underneath the property name.

Select ‘All Website Data’ after clicking the UA property. This returns you to the main dashboard. Select admin from your GA toolbar now.

Click ‘Tracking Info’ and then track code from the admin menu.

You should now see a window filled with code – don’t worry, we’re not going to mess with anything. Scroll down until you see the option ‘connected site tags,’ then click it.

There is now a ‘Connect a tag’ option. Do you recall the characters you copied earlier? Copy them and paste them into the ‘Enter ID’ box on the left. Now, click the connect button. Return to the tab you should have left open on the ‘Webstream details page’ once that’s completed (we’re almost there, believe it or not).

Scroll down to the ‘Tagging Instructions’ section of the page and click ‘Add new on-page tag,’ then ‘Global site tag.’ This will open a box containing code; click the copy symbol at the top right of the box to copy it.

This code must be pasted into the head section of your HTML. The way this works is determined by the type of website you are using. If you’re using WordPress, the most popular website creation tool, you should be able to find it under the ‘themes’ tab. If you can’t find a way to access the HTML code for your property, you may need to install a plugin.

If everything is done correctly, your code should look something like this.

Your GA4 and UA are now linked. A long-winded process but an extremely crucial one if you get the best analytics data out of your property.

What if I Want to Set up Google Tag Manager with GA4?

If you prefer to receive tagging data through Google Tag Manager (GTM), you must take a few steps to ensure that it is configured with GA4. You will not receive event data from your website unless you follow these steps, so you must do so soon.

This again begins with the GA4 assistant screen—select tag installation and then your property’s webstream.

How to Set up Google Analytics 4 with Google Tag Manager?

If you prefer to receive tagging data through Google Tag Manager (GTM), you must take a few steps to ensure that it is configured with GA4. You will not receive event data from your website unless you follow these steps, so you must do so soon.

This again begins with the Google Analytics 4 assistant screen. Select tag installation and then your property’s webstream.

The webstream details page should now appear. Again, this page may appear intimidating, but don’t worry; we’re only concerned with the measurement ID in the upper right corner for the time being. Choose the small copy symbol.

Now it’s time to head to Google Tag Manager. If you already use GTM, you should have one tag visible from your UA. Click new in the top right.

Name your tag and select tag configuration.

Now select GA4 configuration.

Paste your ID into the measurement ID box.

Now, select below to add a trigger. This is what notifies Google Tag Manager to send code to Google Analytics.

Select the ‘All pages trigger’ so that your GA4 tag is present on all pages of your website.

And there you have it – job done.

If you are struggling with managing your GTM account, it will improve your knowledge of the tool and enable you to generate more marketing and remarketing opportunities.

Where To Start?

So you’ve configured GA, linked it to UA, and integrated it with GTM. You have all of this information at your disposal, but where do you begin? GA4’s wealth of options can be a bit overwhelming, so here are some of the features you should be focusing on:

Improve Your Advertising with Deeper Google Ads Integration

One of the reasons GA is so useful is that its data can help you tailor your ad campaigns to specific groups of customers. But how will GA4 expand on this?

Improve Your Advertising with Deeper Google Ads Integration

To begin, GA4 provides data collected throughout a user’s lifetime, from their first site visit to the present. This means you can better define your audience and deliver ads to them that are more likely to elicit a response.

You can also get more detailed information about your ad campaigns by comparing conversions from various sources such as YouTube, Google searches, social media, and email. This provides a much better understanding of how different marketing channels interact.

Getting the most out of your advertisements is critical to the growth of your business. We conduct extensive research on your company so that you can reach the right customers and improve your Google Ads ranking.

Learn More with Google Analytics 4 Reports

You’ve probably noticed that there has been a significant push toward user privacy in recent years. Legislation such as the GDPR and the CCPA has given website visitors more control over the collected information.

Google has had to adapt to a world where data and what we do with it are much more important to the general public. To assist in overcoming this, GA4 has been updated to replace any lost data. GA4 creates a single user journey for all data linked to the same entity to bridge this gap.

GA once provided us with reams of data in our reports, and we now have summary cards that are much easier to manage.

What Do Google Analytics 4 Reports Tell Me?

You’ll notice a handy graph on the home page that summarizes your traffic, conversions, and revenue. You can get an idea of how well your site is performing. What are the most popular pages? Did you notice a spike in visitors one month versus the next? What countries do your visitors come from? This page summarizes all of this information.

‘Real-Time Reports’ can also be used, and these show you what has happened in the last 30 minutes. This is a useful tool if you need to find data at a specific time, such as when a new product is being launched. It’s also useful to ensure that your tracking code is functioning properly.

Another fantastic addition to Google Analytics 4 is life cycle reporting, and it can provide a comprehensive picture of a customer’s journey. This new feature focuses on customer engagement, monetization, and retention, and we can learn about how users interact with the conversion funnel.

You can, for example, learn about the interactions that led users to sign up for your newsletter. This can increase the conversion rate of your website.

Consider our Conversion Rate Optimization (CRO) services to take your website conversions to the next level. To improve your CRO, we use a combination of content experiments, user testing, and eye-tracking.

Make the Most of Event Tracking

As previously stated, Google has introduced an entirely new data model with GA4. This means you’ll be able to see a more detailed picture of how visitors access and interact with your property. When working with GA, this is a must-have feature.

Event tracking has always been a feature, but users have previously been limited by the amount of data they could collect, and people had to jump through hoops to get more data.

There is no such limitation in GA4, and you can be as specific as you want about the user actions and details you want to record. This can include information you’ve gathered about a user or the types of objects they clicked on. Transaction and product details are also included in events, and the list goes on and on. If you want to get the most out of GA4, you must make the most of event tracking.

How to Configure a Custom Event in Google Analytics 4?

The type of custom event you want to create is determined by the type of business you run. Fortunately, Google has a fantastic list of suggested events. This spans a wide range of industries, from retail and eCommerce to gaming.

Before creating a custom event, make sure there isn’t already a pre-set that meets your requirements. But how do you set up events in GA4?

We’ll concentrate on a simple event that tells us about views on a specific page of our website. To do so, go to the right-hand toolbar and scroll down until you find ‘events.’

You should now see a list of all current events on your property. Select the blue rectangle labeled ‘create event’ at the top right of the screen. Click ‘create’ on the following page.

We’ll measure views on the ‘about us page for our event. You can use any page you want as long as you stick to the same structure.

Begin by giving your event a name. Again, you can use any name you want as long as it provides enough information to understand what the event is about.

Leave the parameter and operator alone and click the ‘add condition’ button. You’ll then be presented with a second set of duplicate options. Enter ‘page location’ in the Value box and change the operator to ‘contains.’

Finally, paste the corresponding part of the URL from the page you want the event to monitor into the values section. It’s ‘/about-us/’ for us. Now press the create button.

Your new event will now appear in the list of ‘Custom events.’

How to Configure a Custom Event in Google Analytics 4

There can be a lot to take in if you’re new to GA and event creation. It’s worthwhile to experiment with events to become acquainted with the system, and Google has a useful in-depth guide all about events that are well worth reading.

The Future of Analytics

What Does GA4 Provide?

Consumer demand and legislative changes have resulted in the cookie’s demise, increased private user behavior (walled gardens), and the resulting challenges in gathering critical business intelligence. Not only does the platform provide the most comprehensive data collection and analysis that Google has ever provided, but it also bridges these gaps by addressing several issues:

  • It widens the scope of data collection

Because GA4 natively integrates metrics from multiple platforms, users can get a unified view of collection and performance. Integrated insights can be gathered with a few mouse clicks thanks to automatic standardized naming and pre-built reports based on machine learning.

  • It offers a more agile exploration of data

While GA 4 must integrate pre-built reports, it differs from previous versions in that it does so to create new ones on the fly. This new data exploration functionality will make data analysis and discovery easier to understand and report more responsive to inquiries. Meanwhile, Data Studio organizes GA4 outputs as a dashboard and sharing tool, while BigQuery acts as an advanced analysis engine on top.

  1. It has robust integration capabilities

GA4 serves as a hub between data and activation tools and provides data and reporting capabilities. Already integrated with Data Studio, BigQuery, DV360, and other tools, additional integrations are planned as the platform evolves.

  • It allows for privacy data filtration

GA4 has streamlined the removal of unnecessary data collection and was designed to address the needs of a cookieless future by emphasizing the role of User ID, which is critical in the privacy-conscious consumer era.

  1. It centralizes the role of audiences

Google has restructured the integration with its other tools to be more activation-centric while rethinking the audience system. As GA4 was designed for more flexible, media-centric use, the audience creation system, a cornerstone and direct link with Google’s advertising tools, has become more adjustable

  1. It offers a new collection framework

The GA4 collection framework is event-centric, allowing for multi-contextual feedback on user behavior beyond analyzing basic web or app behavioral data.

Conclusion

So, what are you waiting for?

Google analytics 4

Data will continue to grow in importance for businesses, and that is why having the most recent analytics software is critical. There’s no doubt that Google Analytics 4 will eventually become the standard for Google Analytics – why not get in on the ground floor now?

Many people have yet to make the transition. Make the change now, and your company could be ahead of the competition. You’ll get better data and run more effective ad campaigns than your competitors this way.

Do you still want to learn more, or do you need assistance getting to grips with GA4? Come to us. 

Categories
eCommerce Ads Google Ads

Google Ads Keyword Research in 2022: A Definite Guide

If you want to improve your Google Ads conversions, you must have the right strategy. Competitors from all over the world are vying for the same prospects and customers in today’s world. On the other hand, building a viable plan is easier said than done.

A great eCommerce pay-per-click (PPC) campaign includes various elements such as ad copy, relevance, images, landing pages, and follow-up techniques. However, the first and perhaps most important step is identifying the right keywords to target and the best keywords for Google ads.

Knowing how to shortlist and target the best keywords for Google Ads campaigns will allow you to reach more interested customers with relevant content and offers while spending less money and wasting less time. This way, you can gain a competitive advantage in your market.

How To Choose the Best Google Ads Keywords?

This article will go over tried-and-true keyword strategies that you can use right away. Let’s get this party started.

Account Structure: High Buying Intent vs Low Buying Intent

The account structure and finding the right keywords are two of the most important aspects of your paid search process. When your keywords, ads, and landing pages are appropriately structured, they align with your business goals.

High Buying Intent vs Low Buying Intent

Finding the right Google Ads strategy and building the right Google Ads account structure can feel like looking for a needle in a haystack. Depending on your objectives, budget, location, company size, and industry, various approaches are available. So, depending on your specific situation, let’s talk about different ways you might want to structure your campaigns.

Do you believe you should target high search volume or low competition keywords or high buying intent keywords or low intent keywords? We’ll begin with two different scenarios, both of which use high-intended keywords:

A Scenario – This ad group contains a single keyword with a search volume of 100. The cost per click (CPC) is set at $2.

B Scenario – This ad group contains ten keywords, each of which has a search volume of 1000. The CPC is $1 per click.

Understanding the Relationship Between Keyword Search Volume and Keywords Buying Intent is Important:

Remember that keyword search volume refers to the number of times a particular keyword was searched for in a given month.

That is why this is such an important consideration. A keyword must have many searches to be worth targeting and paying for. Otherwise, it could indicate that not enough people are interested in that specific keyword or phrase, resulting in low traffic to the offer. 

However, Scenario B above depicts a possible solution to the low traffic. You can target multiple low-volume keywords instead of bidding on high search volume keywords (which are more expensive). This method broadens your audience, website traffic, and the ROI depends on the conversion rate and ROAS as the intent of such keywords can be broad and hard to fit in the buying intent segment. You can’t show the same ad to other people who use different search terms as different search terms have different intent and so the ad should be personalised as per the search term to get a high-quality score and overall account score that helps in the lower CPC and higher Conversion rates.

This strategy of bidding on multiple low-volume keywords to show your ads to a sufficient number of people may be more brand-building side or driving top of the funnel traffic in the awareness stage of your google ads marketing funnel. High intent keywords (those used further down the sales funnel and closer to converting) frequently have lower volume than low-intent keywords.

So you’re probably wondering how to choose the best keywords for Google Ads. Both of the above scenarios are correct, but both scenarios are equal when viewed from a broader perspective.

Scenario A has one high buying intent keyword, while Scenario B has low-intent high search volume keywords. Because both scenarios are equal:

1 high buying intent keyword (100 high search volume keywords) = 10 low search volume keywords (each of 1000 Search Volume)

For example, at any given time, there are likely to be more people searching for “types of roofing materials” than people searching for “buy a new roof now.” While the high intent “buy” keyword will likely result in higher conversions, it will cost significantly more to bid on, and your search volume will be significantly reduced.

high buying intent keyword

Criteria for Choosing the Appropriate Keyword Search Volume

As you may have noticed, both of the account structures discussed above can benefit your Google Ads campaigns. But how do you know which one is best for your company?

Consider the following key factors to consider when selecting keywords based on their search volumes and intent type:

Is There a High Search Volume for Your Niche?

You cannot use all keywords for Google Ads in any industry, and different keyword volumes will be more effective in different buying stages and offers. For example, a highly specialized service like laser eye surgery is unlikely to receive as many conversions as a generic product like eye surgery. 

What Is the State of Keyword Competition?

There is no excuse for not having at least a cursory understanding of keyword competition, thanks to a plethora of keyword research tools  — both free and paid to find the best keywords. While higher intent keywords can drive more conversions than traffic to your landing page, they are much more competitive and expensive than low intent keywords. Finding the right keywords considering your Google ads marketing objective is the key and science of a successful Google ads program.

What Level of Buying Intent Does the Keyword Have?

You must ask yourself what your objectives are for the ad campaign. If you just want to “get your name in front of people” and do a broad awareness campaign, low intent high search volume keywords are the best like informative, how-to guide, examples, etc. However, if your campaign is heavily focused on “direct response,” you don’t want to waste money on people who are too early in the buying cycle like keywords how, what, why, free, guide, sample, etc.

When Is It Appropriate to Ignore Keyword Search Volume?

When selecting keywords for Google Ads, search volume is critical. However, it is not the only factor to consider when selecting keywords. To target the best keywords, you may need to consider other aspects of your campaign.

Here are two examples of when you might want to prioritize keyword search volume over other factors when researching Google Ads keywords:

#1. The Keyword Contains a High Level of Purchasing Intent

Despite a low search volume, it is a wise move to bid on keywords with high buying intent because, while there may be fewer people searching for these terms, those who use them are more likely to convert. If you keep this in mind, you will better understand how to choose keywords for Google Ads and your advertising money will have a better ROI.

#2. You Have Insight Into an “Under the Radar” Keyword

You may have spent months or years narrowing down your target demographic, and you can pick up on your audience’s insights and needs. As a result, you may come up with new keywords that your competitors aren’t even aware of, giving you a decisive advantage and an early lead.

Keyword Selection for Google Ads: Revisiting Scenarios A and B

Assume “best blue jeans online” is our exact match keyword in Scenario A. And in Scenario B, ten other phrase match or exact match keywords are used like “blue jeans”, “blue jeans online”, “blue jeans price”, “blue jeans stores”, etc.

Keyword Selection for Google Ads

We put $2 CPC to Scenario A keyword so it ranks better and every time someone is looking for this key phrase so we can get as much conversion as possible. While in Scenario B is CPC is put $1 or less. As a result, we can have much more traffic than scenario A options for obtaining higher traffic from the keywords. And we all know that the final ROI should not be overlooked when determining how to choose keywords for Google Ads.

Despite their low volume, the numerous keywords provide a broad reach. Using different keywords can also broaden your ability to convert your audience by selecting the right keywords for a Google Ads campaign.

Google’s standard recommendation includes 10-20 keywords in an ad group but we suggest only 3-4 keywords or SKAG (Single keyword ad group). According to Google, this is the best approach because these keywords form a pool of search terms that potential customers may use when searching for products or services for which your ad could be displayed.

What if you choose keywords and concentrate on a single keyword ad group, which continues to grow? The possibility of having hundreds of thousands of low search volume keywords arises, but creating a new ad group becomes difficult each time. The amount of reporting and management required will be enormous. If you have hundreds of campaigns, you won’t handle such ad groups daily if millions of keywords come in. You’ll need a smart tool for this, which could suggest selecting a sample of keywords from hundreds of thousands and recommending some smart actions to take on them on a daily or weekly basis.

What Effect Do Keywords Have on Conversion Rates?

It’s critical to understand that lower search volume means lower competition but it can lead to higher conversions as well. On the other hand, higher purchasing intentions will better factor in conversions. Your conversion rate is affected by a variety of factors.

Your landing page will have a significant impact on the success of your campaign. People will convert based on the offer, copy, images, videos, and other elements. However, the first step is to get them to your website in the first place. And depending on the keywords they used, their chances of conversion will be higher or lower.

To calculate your conversion rate, use the formula below:

Conversion rate = (number of conversions / total visitors) * 100%

Because the total number of visitors is important for conversions, scenario B will almost always have higher visitors than scenario A. Based on the conversion rate, we have to grow the number of visitors/clicks which depends on the keywords search volume and cost.

Certain keywords will direct users further down your process’s funnel. As a result, the keywords you choose for your ad group must be carefully considered. Ensure that your users understand what they are getting and provide it for them.

process's funnel

Keywords with a High Volume

When you notice a keyword has a higher volume, more customers are interested in this topic and are using Google to learn more about it. High search volume keywords can raise awareness, allowing your online profile to grow. But, to know how to choose high search volume keywords for Google Ads, we must consider all factors:

Pros

  • More people will most likely see your ad.
  • More people are more likely to click on your ad.
  • More chances to get people interested in your product or service.

Cons

  • Your cost for the unwanted traffic will be higher.
  • More irrelevant search queries.
  • Lowers conversions
  • Higher CPA’s
  • Low-quality score
  • Low ROAS
  • Wastage of the ad spend if you’ve limited ad funds
  • Low ad impression share if the ad budget is limited
  • Higher time in the learning stage

Keyword Selection for Google Ads: Additional Criteria

#1. Keyword CPC

Keyword CPC is the most crucial factor in keyword research and keyword selection. Keywords which higher CPC are the most competitive but have higher intent. You can use the keywords which are in the medium or low competition if you’ve a limited ad budget otherwise go with the keywords with higher intent and try to get the 100% impression share for them. 

On the other hand, you may notice that a specific keyword appears relevant to your audience based on your research and experience while conducting Google Ads keyword research. You can frequently use these terms with lower CPCs to attract leads and conversions at a lower cost that fits your budget.

#2. Target Market

You might sell a specific type of product. As a result, your impressions for specific keywords will be limited. You have a specific target market that knows what they want, which will not be the majority of people. Don’t be alarmed by low numbers if your strategy revolves around long-tail keywords.

#3. The Cost of Your Offer

Typically, the amount you can afford to spend on advertisements rises with your price. However, if you have a low-cost product, bidding high on keywords may not make sense because the profit margin will be low.

#4. The Purpose of Your Google Ads

Keep your overall campaign goal in mind at all times. If your goal is simply to raise market awareness, you may consider your Google Ads a cost of entry, and total conversions will not be the defining metric.

Some Google Ads campaigns are only interested in gaining exposure, and thus the value is in the long-term sales process. However, if you sell one-time or low-cost items that are more transactional, you must be more conscientious about your advertising costs and how they affect your bottom line.

#5. Performance of Keywords

Your clickthrough rate (CTR) and cost per click (CPC) for a given keyword are excellent starting points. However, the true test of these phrases will be the conversions they generate.

It makes no difference how many people search for your keywords if they aren’t generating qualified clicks or leads. You must concentrate on conversion rate optimization and look down your funnel to determine which keywords delivered the highest profits. A lower volume keyword could generate more clicks and conversions at a lower cost despite the smaller market.

#6. Keywords with Long Tails

Shorter keywords are extremely competitive due to the larger number of visits they can represent. However, the ROI can be quite low. Long-tail keywords allow you to narrow down your target market even further.

This enables you to deliver more targeted advertisements and landing pages. Because fewer people will be using the long-tail keywords are they are at the bottom of the buying cycle. you will be able to reach customers faster than your competitors. Keep in mind that you are unlikely to be the only company in your industry. As a result, any ability to have a “monopoly” on a segment of the market immediately lowers your competition costs.

Keywords with Long Tails

Best Practices for Ad Groups

Choosing keywords for Google Ads is about more than just the words you bid on; it is also about organizing these campaigns and ad groups in a way that maximizes your ROI from keywords.

Let’s look at some best practices to help you get the most out of your Google Ads.

#1. Organize Yourself As You Go

You don’t want to put off organizing your campaigns and groups until the last minute. For starters, once you organize the data, it will take on a new meaning. By arranging them correctly from the start, you can be confident that the data you’re seeing is more relevant to your campaign objectives.

#2. Create Distinct Campaigns for Each Unique Setting

Instead of creating separate ad groups, create new campaigns to account for significant differences. For example, you should run different campaigns depending on your location or budget. Alternatively, if you have multiple products, such as shoes and shirts, each should have its campaign.

#3. Simplify Whenever Possible

Knowing how to select keywords for Google Ads is a difficult task in and of itself. If you already know what keywords to use, consider whether you need different campaigns or ad groups.

If you’re targeting the same locations for all of them, use a single campaign with different ad keywords. The same is true for all of your ads to share a single budget, which significantly reduces headaches and the time required to analyze your campaigns later.

#4. Select a Specific Theme

If possible, choose a narrow theme for each ad group. Then, you can use more specific keywords in your headlines, ad copy, landing pages, and elsewhere. This is because people are more likely to click on an ad that contains the exact keyword they were looking for, as logic dictates that it is more relevant to them. Remember, the searcher is only interested in the action that will benefit them the most in the shortest amount of time. Put yourself in the shoes of your prospects.

#5. Aim for At Least 3 Extended Ads and 1 or 2 Responsive Ads s per Ad Group

The secret to selecting keywords for Google Ads is that you will not get the perfect results the first time. To achieve your desired conversions, you may need to use a variety of ads, ad groups, and campaigns. As a result, allow your ad groups to approach your market from at least three different perspectives. You might discover that one keyword has significantly lower costs than the others, and that means you’ve just split-tested your advertisements for free. When you first start with PPC campaigns, it may take some time to find the right combination of keyword match types for your campaigns. It’s tempting to focus on those with the greatest potential reach; however, this would be a mistake.

Use the 3 extended ads and 1 or 2 Responsive ads in the ad group and try to use the keywords in the headline/description to get an excellent ad score from Google ads measurement tracking.

It is critical to strike a balance between reach and relevance in your keyword list to attract the right kind of traffic – and a lot of it!

What Exactly is Keyword Relevance?

Keyword relevance is a qualitative metric that informs marketers about the importance of a keyword to their bottom line. This value can be used to organize a large list by grouping your keywords into closely related groups and displaying them in keyword relevance.

What Exactly is Keyword Reach?

Keyword reach refers to the potential audience that a particular keyword can help your ad connect with, and it is inextricably linked to keyword search volume. If you choose a keyword that receives 3,000 monthly searches instead of 300, you can potentially reach a tenfold larger audience by including the more popular keyword in your ad copy. However, there are numerous other factors to consider in this case.

What Exactly is Keyword Reach

How Does Relevance Affect Quality Score?

When the elements of your campaign are aligned with user intent, your ads will typically resonate with a greater number of viewers. Your ad and landing page will be related to one another and to what people are looking for. As a result, relevant ads tend to receive a higher quality score, implying a higher ad position and lower costs.

The Value of a Well-Balanced List

When conducting research, they may use generic terms before moving on to brand names and specific search terms as they become more familiar with products and move closer to a conversion. Similarly, returning customers may gravitate toward their preferred brand names rather than searching for generic products.

It’s best to use a mix of generic and branded keywords to attract a diverse range of customers and increase conversion opportunities.

If you are a new company or have a new product, you must broaden your generic keyword strategy to attract more new customers. You can retain customers or build brand awareness around existing products by investing in your brand keyword strategy.

What Are the Different Types of Keyword Matches?

A keyword match type is a technique used by Google to match user search queries with the keywords you bid on. Match types control our keywords, but we must find the best balance of reach and relevance with our list.

As you progress through the match-type funnel, your reach grows, but your relevancy suffers. There are three types to think about.


#1. Broad Match

For Google Ads keywords, broad match is the default setting. If you use the broad match keyword “blue Nike shorts,” the search engine can match your ad to any single word in that term. Like “blue Nike”, “Nike”, “shorts”, “blue”, etc.

Pros

  • Maximum impressions, which aid in the collection of reams of search term data.
  • A high volume of traffic as Google show ads to anyone who is somehow relevant to the broad term.

Cons

  • The majority of the searches will be pointless.
  • You’ll pay for clicks with all of the traffic but not sales.
  • Your quality score will suffer if people do not click.
  • Low ROAS
  • Low CTR
  • Low-Quality Score
  • Not the right strategy with short keywords


#2. Matching Phrases

User search queries must match your keyword when using Phrase Match, but it can be part of a longer query. For example, if your keyword is “Blue Nike” in phrase match then your ads will be visible to people looking for  “dark blue Nike shorts for men,”.

Pros 

  • Excellent for determining the context of relevant searches, as search data frequently reveals new terms you hadn’t considered targeting.
  • Better conversion rates
  • Tap the long-term keywords
  • Medium CPC
  • Higher Conversion rate and CTR

Cons

  • It still generates unqualified traffic, affecting your costs and quality score.


#3. Exact Match

If you prioritize relevancy, exact match type keywords will help you match user search terms exactly as they are typed.

Pros 

  • Precise targeting eliminates the need to worry about irrelevant or unqualified traffic.
  • Higher CTR and conversion rates if the keyword selection is right

Cons 

  • There is no room for permutations, alternative phrasing, or word order; users must type the exact keyword term for your ad to appear. This can result in a loss of qualified traffic because there is no way to predict every search term that people will use.
  • Exact match types are typically more expensive. If they don’t convert, you’ve spent a lot of money for minimal gain.

A Balance between Reach and Relevance Is Necessary

Attracting high-quality traffic is critical for the success of your company’s website. Furthermore, you must have some brand awareness to ensure a good reach when selecting keywords.

For first-time advertisers, it’s best to set up your account as follows:

  • Approximately ten keywords per ad group
  • 6-8 Exact Match – Highest Bid
  • 1-2 Changed Broad – Bid 20% less than the highest bid
  • 1-2 Phrase – Bid 20% less than the most significant bid

Your search queries will get off to a good start by structuring your account in this manner. With the majority of your budget dedicated to high-level targeting, you ensure that you will attract qualified traffic while also leaving some room for low-cost keyword discovery.

You can add negative keywords and new terms to your list over time, which will help you filter out irrelevant traffic and refine your list for the best balance of reach and relevance, resulting in a higher quality score.

Balance between Reach and Relevance Is Necessary

Summary

If you’re thinking to advertise on Google, you should know how to select keywords for Google Ads. As the most popular and competitive platform, Google Ads can produce incredible results in terms of leads, subscriptions, purchases, and more. You can’t, however, just jump in and hope for the best with your ads.

You and your team require a viable strategy that will be effective both now and in the future. Depending on your organization’s goals, you now know when to target high volume or low volume keywords. Furthermore, you understand how to identify your target market and create campaigns that cater to their needs.

Categories
Google Ads

How to Use & Create Conversion Tags?

Conversion tracking can help you see how effectively your ad clicks lead to valuable customer activity on your websites, such as purchases, sign-ups, and form submissions.

This blog explains how to create a conversion action to track customer actions on your website.

Here’s what you’ll need before you can set up website conversion tracking:

  • A website: This is where you’ll put the conversion tracking code, called a “tag.”
  • Ability to edit websites: Either you or your web developer will need to add the tag to your website.

This article goes right to the setup instructions. Read about conversion tracking and learn more about how it works and why to use it.

Set up Your Conversion Tag

If you created your conversion action using a URL, you’d see one of the following screens:

  • If you’ve set up a global site tag, you’ll see a screen confirming that your conversion action is now set up.
  • If you haven’t set up a global site tag, you’ll see a screen with instructions to set up your global site tag.

If you set up your conversion action manually, you’ll see one of the following screens:

  • You’ll see instructions to add an event snippet if you’ve set up a global site tag.
  • If you haven’t set up a global site tag, you’ll see instructions to add both a global site tag on every page on your website and an event snippet for this conversion action.

Why Should You Use Conversion Tracking?

Why Should You Use Conversion Tracking

As we’ve mentioned before, the ultimate reason for conversion tracking is to see how effective your ads are in terms of consumer interactions and your conversion goals. When tracking conversions, you’ll be able to:

  • See which keywords, ads, ad groups, and campaigns perform best at driving the conversions you are looking for. 
  • Understand your return on investment (ROI), enabling you to make better-informed decisions about your advertising spend for your next campaigns. 
  • Use different types of Smart Bidding strategies that will help you automatically optimize your campaigns according to your conversion goals.
  • Get a clear image of the path your customers are taking before they convert. This could be across (i.e.) different devices and/or browsers. 

How Does Conversion Tracking Work?

How Does Conversion Tracking Work

Conversion Tracking starts with creating a Conversion Tracker by selecting a conversion action in your TNA Suite or Google Ads account. You can use conversion tracking to track the following kinds of actions:

  • Website actions: Purchases, sign-ups, and other actions that customers complete on your website. 
  • Supported in Google Search Autopilot
  • Phone calls: Calls directly from your ads, calls to a phone number on your website and clicks on a phone number on your mobile website. 
  • Supported in Google Search Autopilot
  • App installs and in-app actions: Installs your Android or iOS mobile apps and purchases or other activity within those apps.
  • Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad, submits a contact form online, and later signs a contract in your office.
  • Local actions: Actions that are counted whenever people interact with an ad specific to a physical location or store.  

Technically, the conversion tracking process works differently for the various types of conversions. For each type, aside from offline conversions, however, it usually works like this:

  • Conversions tracked with manually placed tracking tags

Add a conversion tracking tag, or code snippet, to your website or mobile app code. A temporary cookie is placed on a computer or mobile device each time someone clicks on your ads from the Google Search results page.

Once the person completes the conversion goal you’ve predefined, the conversion tracker will recognize the placed cookie and record a conversion.

  • Conversion tracked without manually placed tracking tags.

You won’t have to manually place a tag on your website or mobile app for some types of conversions. If you want to track phone call conversions from your call extension or call-only ads, you can use a Google forwarding telephone number. When this number from your ad is used, you’ll be able to track details like call duration, call start and end time, and caller area code.

Conversion tracked without manually placed tracking tags

This can also be done with app downloads and in-app purchases from the Google Play store. 

After successfully setting up conversion tracking, you’ll be able to track conversion data for your campaigns, ads groups, ads, and keywords – helping you to understand better how your advertising efforts help you achieve your business goals!

Now that you’ve got a good understanding of conversion tracking, it’s time to set up conversion tracking for your Google Search Autopilot campaigns.

Categories
All SEO

Lets Switch Universal Analytics to Next Generation Google Analytics 4 (GA-4)

On March 16, 2022, Google announced that it would begin sunsetting Universal Analytics in July 2023. That means that, at the very least, everyone must be set up on and using GA4 by that date.

Google Analytics‘ fourth version, aptly named GA4, was announced. Urchin, Classic Analytics, and Universal Analytics were the previous three versions for those curious (as we were).

Google had this to say about GA4 when it was announced:

“To help you get better ROI from your marketing for the long term, we’re creating a new, more intelligent Google Analytics that builds on the foundation of the App + Web property we introduced in beta last year.

“It has machine learning at its core to surface helpful insights automatically and gives you a complete understanding of your customers across devices and platforms.”

Sounds pretty promising, doesn’t it?

What Do We Know About GA4?

So, what do we know about the most recent Google Analytics and the new features it introduces?

According to Google, GA4 is an expanded and rebranded name for Google App + Web Analytics, released in beta last year. Google Analytics’ most recent release includes:

  • Enhanced predictive insights.
  • Deeper integration with Google Ads.
  • Cross-device measurement capabilities.
  • More granular data controls.

GA4 appears to be very different from previous GA versions. The interface differences between Classic GA and Universal Analytics were indistinguishable, and we frequently relied on Google’s Tag Assistant to determine which version of a website was running.

What Do We Know About GA4

This issue will not exist for GA4 users because the entire interface has been redesigned. ‘Audience,’ ‘Acquisition,’ ‘Behavior,’ and ‘Conversion’ are no longer used. They have been replaced by the groupings ‘Life Cycle,’ ‘User,’ ‘Events,’ ‘Explore,’ and ‘Configure.’

The Key Differences

Below we discuss some of the key differences between GA4 and the previous version of Google Analytics, Universal Analytics.

  • Event-Driven Data

The event-driven data model, similar to what we’ve seen in Firebase, is a key difference between GA4 and all previous versions of GA. It’s no coincidence that GA4 uses Firebase Analytics on the backend.

The event-driven data model replaces pageviews with a more flexible system of Events, simplifying the concept of page views. When you start playing with the platform, this makes a lot of sense. Previously, analytics made pageviews the foundation of a session and separated pageviews and events into separate reports, making it difficult to see how the two interacted.

Furthermore, Events had to be manually configured in addition to page views. There was no visibility into what users were doing on your site unless you set them up yourself.

Events in GA4 fall into four categories:

  1. Automatically Collected Events – These are events that are triggered by basic interactions with your website.
  2. Enhanced Measurement – automatically collected when you enable enhanced measurement in your GA4 property. File download, external link click, scroll tracking, and video views are examples.
  3. Recommended Events – events must be manually implemented but use Google’s predefined names and parameters. Google has classified these into industries such as Retail/eCommerce, Travel, Jobs/Education/Real Estate, and Games.

This indicates that Google is moving away from the one-size-fits-all mentality that characterized previous Google Analytics updates. We anticipate that the list of industry-specific events will grow in the coming years.

  1. Custom Events – events that you create and manage yourself.

While we appreciate the new automated approach to Event tracking, we must point out that the term “Events” in GA4 does not have the same meaning as it did in the previous GA. There are no Categories, Actions, or Labels.

Parameters have taken their place. Outbound click parameters include, for example, link classes, link domain, link id, and link URL. Don’t worry if you find this confusing; it took us a while to figure it out!

Events in GA4
  • Cookies & Data Analysis

Moving away from events, GA4 is intended to adapt to a future without cookies or identifiers. Google predicts that data sparsity will become the norm as third-party cookies are phased out. GA4 includes modeling to help fill in the blanks where data is lacking, extending beyond cookies. Machine learning from Google will assist users in better understanding the impact of multi-device and offline conversions.

As previously stated, Google appears to be moving away from a one-size-fits-all approach with GA4. This is reinforced even further by the new Analysis Hub. This tool, which was previously available only to GA360 users, allows you to explore data, analyze individual users, create custom conversion funnels (similar to the funnels visualization in Enhanced eCommerce), compare segments, and perform path analysis.

Rather than relying on a standard set of reports, GA4 is more akin to the custom reports in old GA, in which you build the reports you require to see the data that is important to your business.

What Does GA4 Mean For Me?

We’ve already received emails from clients concerned about migrating their current analytics setup to GA4. One client had recently completed the migration from Classic to Universal Analytics, so they were especially concerned!

Here are a few of the frequently asked questions:

#1. Isn’t GA4 the default option when creating new GA properties?

When you create a new property, GA4 will be the default setting. However, the previous iteration, Universal Analytics, will continue to be supported. We recommend sticking with Universal Analytics until you’re comfortable with GA4.

#2. Will my existing Google Analytics stop working?

No. Google’s priority will be to develop new features for GA4, but it will continue to support Universal Analytics. When Universal Analytics was released in 2012, Google stated that it would (at some point) phase-out Classic Analytics. However, we still see Classic Analytics setups from time to time, and while clunky and lacking in features, they ‘work.’

#3. Does GA4 work with Data Studio?

Yes, it continues to communicate with Data Studio similarly to Universal Analytics. The new GA4 reports will certainly result in more data visualization options in Data Studio (which we like). Now that BigQuery is included for free with GA4, you can use it as a Data Studio connector instead of GA to expand your reporting capabilities.

#4. Why is Google sunsetting Universal Analytics now?

Google Analytics 4 was released to the market in October 2020. We all assumed that Universal Analytics would be around for at least three to five years because no definitive end-of-life date had been announced; however, this is no longer the case.

A few external factors drive Google’s decision to accelerate the migration to GA4 and phase out Universal Analytics earlier than expected.

While Google hasn’t explicitly stated one way or the other, we believe the most pressing external factor is recent scrutiny of Universal Analytics regarding data privacy laws and regulations, such as the Austrian Data Protection Authority’s determination that Universal Analytics likely violates GDPR. Rather than rewriting Universal Analytics to be compliant, Google has chosen to accelerate the transition to GA4, which is more compliant.

For example, in Universal Analytics, data privacy controls are opt-in, which most websites will choose not to use. Privacy controls are enabled by default in GA4. In GA4, for example, IP-address anonymization is always enabled and cannot be disabled.

#5. What will happen to my Universal Analytics data?

To be clear, you can continue using and collecting new data in your Universal Analytics properties until June 30, 2023.

Universal Analytics data

However, on July 1, 2023, all standard Universal Analytics properties will cease to process new hits. After this date, you will be able to view only historical reports of previously processed data in Universal Analytics for up to six months. These properties will stop processing new hits on October 1, 2023, if you use the paid version of Google Analytics (known as Google Analytics 360).

Google has not yet specified an exact date when users will no longer be able to access the Universal Analytics interface, but our advice is to hope for the best and prepare for the worst. We anticipate that Google will cease operations entirely by the end of 2023, and this means you have a little more than a year to farewell to your Universal Analytics properties.

At a minimum, you should 1) migrate to GA4 before July 2023 and 2) export your historical data from Universal Analytics before December 2023. This will ensure that your reporting processes are disrupted as little as possible.

While this buys you some time, we do not recommend waiting until these deadlines to take action. Remember that data in Google Analytics 4 is not retroactive, which means that data collection begins when the data is created. The sooner you deploy GA4 for your web and mobile app data streams, the sooner you can start collecting data in GA4 for historical reporting.

#6. Can I move data from Universal Analytics to GA4?

No, it does not. GA4 can only collect new data if it is configured to do so. Data from Universal Analytics should be exported and blended with GA4 data in a separate data visualization tool, such as Data Studio or Tableau.

#7. What should I expect from GA4 vs. Universal Analytics?

Universal Analytics and GA4 are fundamentally different products that should be treated. If you expect an apples-to-apples migration with the same features, measurements, and processes you’re used to, you’ll be disappointed.

Universal Analytics is an all-in-one tool because it combines data collection, analysis, and reporting into a single user interface. Google Analytics 4, on the other hand, focuses solely on ad hoc data analysis and is intended to be used in conjunction with other advanced tools such as:

Because GA4 is not an all-in-one tool, you should expect to become acquainted with the following tools to migrate to GA4 successfully.

Furthermore, they have two distinct measurement models, so you will need to reconsider how you collect data. Universal Analytics properties use a user-, session-, pageview-, and hit-based measurement model, whereas GA4 now uses an events-based measurement model, in which everything that happens on a site is now considered an event—including page views, clicks, transactions, searches, and so on.

#8. How should I approach a full migration to GA4?

If you are currently using Universal Analytics, you should begin planning a migration to GA4 as soon as possible to execute an orderly migration rather than a mad dash in the spring and summer of 2023.

There are a few steps you can take right now to ensure a smooth transition to GA4:

  • Make a list of all the Universal Analytics measurements you already have. Make a list of the measurements you want to keep track of in GA4.
  • Make a design reference for GA4 solutions. Consider how to best structure your GA4 account so that it can grow with your company in the future.
  • Create properties and data streams in GA4. Note that you can now collect and analyze multiple web and mobile app data streams within a single property, so this will require some thoughtful strategy.
  • Use Google Tag Manager’s configuration tag to initiate your GA4 analytics tracking code on your site.
  • Set up data collection. 
    • Enable enhanced measurement events, including page views, scroll depth, file downloads, on-site search results, and video engagement (if applicable).
    • Create a tag management plan and use Google Tag Manager’s event tag to deploy custom event tracking. Make sure this maps back to any Universal Analytics custom events you wish to collect in GA4.
  • Export raw event data from your GA4 properties to Google BigQuery to take advantage of long-term storage without worrying about GA4 data retention limits.
  • Flow data from BigQuery into your Business Intelligence (BI) tool of choice (e.g., Data Studio or Tableau) for data visualization and reporting.
  • Set a reminder to export your historical data in Universal Analytics in July 2023 to ensure you never lose access.

Parting Ways with Universal Analytics

We understand that this process can be intimidating, especially for those of us who have relied heavily on Universal Analytics over the last decade. It’s easy to forget how much time we spent configuring metrics, collecting data, and reporting numbers to our liking—all from a single, convenient interface. Not to mention that the Google Analytics community has spent the last decade developing best practices, templates, and tutorials to help its users navigate the learning curve.

But now we must restart in GA4.

As we prepare to say our final goodbyes to Universal Analytics, which we have all come to know, love, and occasionally despise, we have the incredible opportunity to usher in and embrace the next generation of Google Analytics—a tool designed specifically for the future of digital analytics. Together, we are making history.

Categories
Google Ads

10 Ways to Succeed with Call-Only Google Ads Campaigns

Call-only campaigns simplify driving and tracking calls, but they take some getting used to. You can’t just slap your traditional PPC strategy on top of your call-only campaigns and hope for the best.

Massive mobile adoption has opened the floodgates for phone calls, and in response, Google has been ensuring that advertisers are ready to capitalize. They started with call extensions, then moved on to call tracking from the landing page, and finally, call-only campaigns.

Call ads are intended to entice people to call your business and can only appear on devices that can make phone calls. When a potential customer clicks on your ad, it calls you from their device.

Call reporting, which is only available on the Search Network, measures the performance of your call extension or call ad by using Google forwarding numbers (GFNs). We’ll assign your ad a Google forwarding phone number when you enable call reporting. You’ll be able to see the details of your calls and count them as conversions this way.

Calls made with a GFN should be reported as a phone calls. Calls with a duration that meets the minimum requirement for a conversion set in your account will be reported as conversions on the date the ad was shown. For example, suppose someone sees your ad on August 5 and writes down the GFN but does not call until August 10 and has a 2-minute conversation with your company. You’d have one phone call reported on August 10, and a call conversion reported on August 5 because the call met your 30-second requirement.

 call only ads

Please find below the ten tips to ensure you’re getting the most from your call-only ads and campaigns.

#1. Use The Url

Call-only campaigns have less available real estate than traditional PPC ads. You don’t have a headline (your phone number serves as your headline), and you don’t have a landing page. This emphasizes the significance of your URL. Try including a call to action (CTA) or keyword at the end of your display URL. Make the most of those 35 characters by reinforcing your message.

#2. Test Your Copy

Your call-only campaigns’ ad copy should be highly targeted and succinct. Because you only have two lines of 35 characters, include a call-to-action (CTA) that encourages people to contact you. It’s also good to include the keyword in your ad copy, just like you would with click ads.

#3. Start by Bidding on High

It’s best to bid high when launching a new call-only campaign. You may lose money at first, but you will gain valuable data beneficial when optimizing. Furthermore, it is difficult to dig yourself out of a hole in AdWords, so you want to secure the top one or two positions right away

#4. Target Call-Centric Keywords

Make sure you’re targeting keywords that appeal to the segment of your audience most likely to call. These could be location-based keywords for customers looking to visit your establishment or keywords that resonate with customers further down the purchasing funnel. You may also discover that people prefer to converse when purchasing certain products or services (like bigger-ticket items).

Because call-only ads do not allow people to click through to your website, your keywords must target people with high intent who want quick answers or to take immediate action without conducting research.

#5. Schedule Ads Strategically

You don’t want to route phone calls to voicemail or an answering machine. Use a manual bidding CPC strategy to keep your call-only campaigns running only during business hours. You can even look at peak call times and days to capitalize on consumer behavior and preferences trends and adjust your bids to ensure ads appear.

#6. Use Location Targeting

When it comes to local businesses, location targeting is crucial. Check if you’re using a local phone number and that calls are automatically routed to the store or branch closest to the caller’s location.

You may discover that some geographic areas refer more callers or higher quality calls than others, so increasing your bids for people in that area may be worthwhile.

#7. Calculate Your Call-Through Rate

Remember that not all clicks result in phone calls, but you are paying for all clicks. When a person clicks on a call-only ad, an autodialer appears on their phone screen, which they must then click to make the call. Determine how many clicks result in phone calls so that you can optimize your bids based on calls rather than clicks.

A large difference between clicks and calls (or a high call abandonment rate) could indicate that your audience does not want to call, and you should reconsider your ad copy or keyword strategy.

You can add a phone-through rate (PTR) column to your reporting using Google’s forwarding numbers and call reporting. PTR displays the number of times your phone number has been called (via the call button or manual dialing) as a percentage of total impressions.

Calculate Your Call-Through Rate

#8. Measure Call Quality

Counting calls is insufficient when it comes to optimizing bidding, measuring performance, and calculating ROI. Examine which phone calls result in sales. This is simple to accomplish with a call intelligence solution that monitors the outcome of a phone call. If you’re using basic call tracking from Google or another vendor, you can look at call tracking metrics like call duration to get a sense of call quality.

Once you’ve grasped the concept of quality, you can start optimizing your bids to increase quality traffic rather than volume. If you don’t track quality, you could be wasting your sales agents’ time and driving a negative ROI.

#9. Don’t Forget the Caller Experience.

The phone calls are coming in thick and fast. Congratulations on your accomplishment! It’s now time to make the most of those phone calls. Avoid turning away potential customers by having a lengthy or difficult-to-understand phone menu. Make certain that calls are automatically routed to the appropriate location or sales agent. It’s even better to personalize the caller experience based on the keyword or campaign that referred to the call.

#10. Retarget Unconverted Calls

You can retarget your audience more effectively because your messaging and overall strategy are based on their online and offline engagement history by syncing call data with your retargeting campaigns and retargeting lists for search ads (RLSAs). If you know a phone call did not result in a sale, you can target them with a retargeting ad.

Callers are typically highly engaged, high-quality prospects, making them ideal for retargeting. Furthermore, you will avoid the risk of retargeting someone who has already converted over the phone with a discount offer.

Call-only campaigns should be used by any company that conducts business over the phone. People looking for an actual conversation are your most valuable prospects, so don’t ignore them and don’t pass up an opportunity to test and learn from them.

Categories
Blogs SEO

Google Tag Manager Setup and Scroll Tagging (2022)

First, let’s start with the setup of Google Tag Manager. We are going to let you through everything required to set up GTM. By which it will be really easy for you to set up your own.

You can use Google Tag Manager to deploy tags, including Google Ads & Google Analytics, Facebook, or any 3rd-party tool. There are many other methods to track your events & conversions, but if you are an enthusiast who wants to go deep, then GTM is for you.

At a high level, the steps are:

1) Go to GTM’s official website https://tagmanager.google.com/#/home

2) Create a new account and container, or add a container to an existing account.

3) Install the container on your website or mobile app.

  • For web and AMP pages: Add the container snippet as instructed by Tag Manager, and remove any existing tags.
  • For mobile apps: Use the Firebase SDK for Android or iOS.

4) Add and publish your tags.

See here for In-depth details on how to set up your Google Tag Manager.

Setup Scroll Depth Trigger

Scroll depth trigger is an easy way to know how your users interact with your content. By this, you can get an idea of the Bounce rate on your website and what changes should be made to keep your audience engaged for more time.

In general, you can devise a strategy to keep your audience engaged for a larger period & and, in turn, can convert them as potential customers.

Let’s start with the steps to install scroll depth trigger in GTM:

Google Tag Manager Setup and Scroll Tagging

Measure scroll events in Google Tag Manager

The scroll depth trigger is used to fire tags based on how far a user has scrolled down a web page. To configure a scroll depth trigger:

  1. Click on Triggers > Go to New.
  2. Then, Click Trigger Configuration & choose the Scroll Depth trigger type.
  3. Then, Select scroll depth options.
  4. At last, Select when the trigger should be enabled.

What Scroll depth options do we have

There are several options to choose the desired Scroll Depth options from:

  • First is Vertical Scroll Depths fire based on how down a user has scrolled the page.
  • The second is Horizontal Scroll Depths fire based on how far a user has scrolled the page to the right.

Both vertical and horizontal scroll depth values may be used in the same trigger. Set scroll depths as either Percentage of the page height and width or as Pixels. Enter one or more positive integers separated by commas, representing percentage or pixel values.

For example, we can select Percentages and enter 10, 50, 90 to set trigger points at 10%, 50%, and 90% of the page height. When this trigger is applied to a tag, and a user scrolls 90% of the way towards the bottom of the page, the tag will fire three times: Once at 10%, once at 50%, and once at 90%.

Our trigger will only fire once per threshold per page. If the user scrolls back up, the trigger will not fire again unless the page reloads or the user navigates to a new page that uses the same trigger.

When a scroll depth trigger fires, the following variables are automatically populated:

  • Scroll Depth Threshold: A numeric value indicating the scroll depth caused the trigger to fire. This will be a numeric value (0-100). This will be a numeric value representing the number of pixels specified as the threshold for pixels. Note that if you set the variable to 0, it will show as (not set) in reports.
  • Scroll Depth Units: Either ‘pixels’ or ‘percent,’ indicating the unit specified for the threshold that caused the trigger to fire.
  • Scroll Direction: Either ‘vertical’ or ‘horizontal,’ indicating the direction of the threshold that caused the trigger to fire.

Select when the trigger should be enabled

The “Enable this trigger on” menu specifies when this trigger should start to listen for relevant interactions.

  • Container Load (gtm.js): Enable as soon as possible after the page begins to load.
  • DOM Ready (gtm. dom): Enable after the DOM is ready to be parsed.
  • Window Load (gtm. load) (default): Enable after all initial content on the page has loaded.

The “Enable this trigger on” menu specifies when this trigger should start to listen for relevant interactions.

  • Container Load (gtm.js): Enable as soon as possible after the page begins to load.
  • DOM Ready (gtm. dom): Enable after the DOM is ready to be parsed.
  • Window Load (gtm. load) (default): Enable after all initial content on the page has loaded.

Categories
Google Ads

Beginner Guide to Start YouTube Ads (April 2022)

YouTube first opened its doors to advertisers in 2007, yet the number of ads we now get served before, during, and besides our video of choice seems to have increased at least ten-fold since then.

What is YouTube Advertising?

YouTube advertising is done through Google Ads. It is a way of advertising your video content on YouTube or search results to maximize your user reach. This could be either your video playing before a user views another’s video or showing up in YouTube search results for people to watch in full.

What is YouTube Advertising

Why YouTube Advertising?

Implementing a YouTube advertising strategy is one of the best moves you can make as a marketer.

1. It is Cost Effective

As you know, PPC advertising is an extremely cost-effective strategy. If you are not familiar with PPC, it is easy to understand why it is profitable because you only pay when someone clicks your ad. Also, here you choose exactly how much you are willing to pay when someone clicks. These two properties mean that you will never over-spend on PPC ads, and therefore, you never waste money on advertising space. 

Here, we are talking about PPC ads because YouTube advertising follows a PPC model that works the same way, i.e., making it extremely cost-effective.

2. YouTube advertising is highly targeted.

Highly specific and accurate targeting is crucial for a successful campaign. YouTube ads always allow you to get extremely detailed when targeting the exact audience you want to reach.

You can target your audience in many ways:

  • Demographics: Target users based on factors like location, gender, parental status, and more.
  • Topics: Here come the audiences based on topics of interest.
  • Customer Match: Using the first-party online and offline data, you will be able to re-engage with customers who have shown interest in your company in the past.
  • Similar Audiences: Similar Audience targeting allows you to use the Customer Match data to target users similar to those who typically show interest in your ads.
  • Video remarketing: Target users who have already interacted with your videos or YouTube ads in the past.
  • Affinity audience: It includes users who have a strong interest in topics related to your business.
  • Custom affinity audience: Target the users in an even more granular way with custom affinity audiences that allows you to target a group of users with an extremely specific set of interests relating to your brand.
  • In-market audience: Target your in-market audience by advertising to those currently searching for the products or services you offer.
  • Life events: Target the users based on life events that they have recently experienced. Life events include milestones like moving, getting married, having a child, and more.

With the targeting options of YouTube, you can target an ultra-specific group of users, or more general groups, based on what kinds of products you’re trying to sell.

It can take some trials and errors to decide how to target the audience. Still, a YouTube advertising agency like WebFX can help you decide on the perfect targeting options for a successful campaign.

3. YouTube advertising with video helps you connect with your audience.

Most people say that they felt more connected after watching a commercial since they see a brand in action. They get to connect with the faces representing the brand, understand their attitude as a company, and see how a product or service works. Not only that, but YouTube video ads also allow you to truly connect with your audience by turning the camera on yourself.

Keep in mind that there are a variety of YouTube ad formats from which you can choose, but only when you do it right can you successfully connect with your audience using each format.

4. YouTube advertising metrics are easy to measure.

If you do not measure the success of any marketing campaign, you are wasting your time running it. Without knowing how a campaign performs, you will not improve it. Therefore, you must analyze your YouTube advertising campaign, and the platform makes it easy to do so. If you want to track the views, costs, and budget details related to your YouTube ads, you’ll want to visit your Google Ads account

5. YouTube advertising provides fast results.

Since YouTube has over 2 billion monthly users, it is easy to understand why you will see fast results. Getting your ads in front of more people simply means you will get more ad clicks, website traffic, and sales over time. The incredible user base YouTube has developed makes it a fantastic advertising platform where you’ll see results quickly.

6. YouTube advertising puts you in front of billions.

YouTube creates an opportunity for small businesses and enterprise businesses to reach more interested users than ever before, simply because it offers such a giant user base. Even if you choose to target an audience specifically, you will still get your ads in front of more people than you would with the other methods.

Types of YouTube Ads

There are five types of YouTube ads:

  1. Skippable In-Stream Video Ads
  2. Non-Skippable In-Stream Video Ads
  3. Bumper Ads
  4. Discovery Ads
  5. Non-Video Ads

Skippable In-Stream Video Ads

Skippable In Stream Video Ads

These ads can be served either before a video or during it. These ads play for a minimum of 5 seconds, and then the viewer can skip them. In general, a video ad needs to be a minimum of 12 seconds, and it’s recommended to keep it under 3 minutes. One of the perks of this type of ad is that you will only get charged when someone watches for at least 30 seconds.

Non-Skippable In-Stream Video Ads

These ads can also play right before a video or during it, and the only difference is that there is no skip button at all. Considering that a high percentage, some 76% of the people, skip the ads that get served in youtube videos, the non-skippable ad is the best when your brand needs to raise awareness and does not want to risk getting hundreds and thousands of ad skips. The way that these ads charge advertisers is a bit different; charges are incurred per impression, more specifically, per 1000 views (CPM). 

Bumper Ads

Bumper ads are 6 seconds, non-skippable video ads that play right before an actual video. These ads are perfect for a simple message to get across and do not need full production of a minutes-long video. Again, these ads are a great spot for awareness efforts like promoting an event or driving the brand reach and frequency.

Discovery Ads

These ads are very different from the three previous ad types. They are similar to Google search ads, appearing amongst search results semi-organic. These ads help us view YouTube as a search engine. Like Google text ads, YouTube’s Discovery Ads also says “Ad” in a box to let the users know they are paid for results. These ads are composed of a thumbnail image and three lines of text. Interestingly, these ads can show on the search results page, video watch page, and YouTube homepage, which gives them quite a bit of visibility. 

Non-Video Ads

YouTube also offers non-video ads for brands not looking to shell out a big spend. First, you can choose to serve a display ad on the right-hand side of the results while a video is playing. This ad features an image, some text to the right of the image, and a button to click on your website. Also, they can serve a banner ad overlay that pops up during a video from a channel that’s decided to monetize. These non-video ads charge the money on a cost-per-click basis.