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These 6 Tips Could Improve Your CTRs And Conversion Rates

Very often PPC ads are the first contact potential customers have with your site. They do a (Google) search for something related to your business or product, and your ad shows up in the results. Other than relevancy,  the determining factor of whether searchers click on your ad and get to you site or moves passed it, largely depends on how powerful and enticing your message is.

Since PPC text ads present this “first touch point”, it’s important to get them right, and send out the right message. Some of the most important, and most obvious benefits of well-written PPC ads are:

  • Improved click-through-rate
  • Lower CPA (Cost Per Action).

An important update that came out in July of 2016 was Google AdWords rolling out ETAs (Extended Text Ads) and new character limits that change the way in which text ads display content. The old character count consisted of one 25-character headline, two 35-character description lines and a manually entered display URL. As of that update, it changed to two 30-character headlines, one consolidated 80-character description line and a domain automatically extracted from your final URL.   

The simplest version of a PPC ad consists of a headline, display URL, and two lines of description text, this hasn’t changed. But if we take into account the new ad structure and break it down into ad component, ideally it would be structured like this:

Headline 1 (30-characters): contains the relevant keyword or phrase at least once, attracts attention and is RELEVANT

Headline 2 (30-characters): communicates a unique value proposition and call to action that generates interest and makes your offer USEFUL

Description line (80-characters): write a clear precise description of your product/service that clearly communicates its benefits and confirms the VALUE

So now that you have a vast landscape of 45 additional characters you need to think about what to fill it with. There’s extra space in the description, yes, but the biggest advantage is that extra space in the headlines, which means you need to find a way to get the most of them. After all, big blue headlines are more noticeable than description text.

Let’s explore a few tips and tactics that will help you create better ads with more enticing headlines and more precise descriptions to help you reap out the benefits!

  1. Reflect your visitor’s end goal – your headlines should clearly state that you have the solution to what the user wants to accomplish, and that solution should be depicted in your product/service.
  2. Use a countdown timer to trigger fear of missing out – people more are motivated by fear of losing out than the idea of gaining something so create a sense of urgency when creating ads by setting Google’s simple countdown timer within your text ad.
  3. Keep the ads current – recent happenings get more attention and interest than events from the past three months. Try using time identifiers such as “this week”, “in March”, or referencing holidays and events to emphasize you are talking about current offers and situations.  
  4. Be super-specific – number driver ads may greatly improve performance because people tend to consider them to be more accurate and credible, especially when you use specific numbers like 1,489 rather than round numbers like 1,500.
  5. Make ads appear more personal – the ad should be about your customer, so instead of words like “we”, “us, “me”, use power words that focus on the customer’s need, like “you” and “your” to create a sense of personalization and enhance ad performance.
  6. Make ads hyper-local –whether you sell in one location or world wide, it is important to target customers based on their location. That is why geo-specific ads with call extensions specific to that area show users you are right around the corner have better CTR.

Another important change added by AdWords that rolled out recently is the IF functions which is used to add another layer of ad customization. This means that advertisers can create two different ad messages, and which would be shown, depends on the user’s device. For example, if a user is searching from a mobile device, the message can say “Buy from your phone”, and if a user is searching from desktop the message will be changed to “Choose from our selection”. This allows you to write mobile-friendly ads without using ad customizers or creating a separate mobile-only campaign, making your AdWords campaigns friendlier to your budget. It’s up to you to decide whether you need to use it.

Whatever trick or tactic you choose, it is very important to test your ads. Don’t just add a second headline to your existing ads. Start from the beginning and rethink your entire ad creative. Use the extra space to provide consumers with relevant information and insight into your offering. When your ad is relevant to the searcher, you will receive higher CRTs. Even Google suggest you out emphasis on headline testing since the headline makes a huge difference to performance. And constructive testing will also help you determine where to place your CTA – in the first or second headline, or leave it on the body.

If after reading our guide on writing better PPC ads you still have difficulties getting the most out of your PPC campaigns, you can always contact us and let us help you. We’ve created many highly profitable campaigns for other companies just like yours!

6 Easy Steps to Correctly Install the Facebook Pixel

With more than 79% of US internet users on Facebook, and a staggering 70% of all Facebook users returning to the site at least once a day, it’s clear there is a huge advertising opportunity on this platform. With a single ad click costing on average $0.27, and a thousand impressions setting you back $7.19, it pays to know what you’re getting in return for your money spent.

That’s where the Facebook Pixel comes in. The Facebook Pixel was created to pair a KPI with ad performance, helping advertisers to track Return on Ad Spend (ROAS). Here are 6 easy steps to get the pixel up and running as quickly as possible:

Step 1: Launch Facebook Business Manager

Open up the Facebook Ads Manager, and then click on the menu button at the top of the screen. If you can’t see it, it’s 3 horizontal lines in the top left corner.

Next you’ll see the assets column second from the right, from which you want to select ‘Pixels’ from the list of options.

This will take you to a page where you want to click ‘Create a Pixel’ to get things moving.

Step 2: Name Your Pixel

Before you can install your Pixel, you’ll be asked to name it. The best thing to do is choose something memorable that you’ll easily be able to recall later on. It doesn’t need to match the user name for any of your websites or Facebook accounts. Once you add the Pixel name and website URL, click “create” and the pop-up box will take you to the “Install Pixel” step.

There are 3 options for how to place your Pixel onto your site’s backend:

–    If you have a web developer and don’t feel confident, then ask them to take control at this point

–    Manually copy and paste the code if you’re happy to proceed yourself

–    Use a Tag Manager Plugin if your site supports these kinds of tools

As this is a guide about doing it yourself, we’re going to press ahead along the manual copy and paste route.

Step 3: Find Your Website’s Header Tags

This is the part where you need to turn to your web host for a little help if you’re not sure what to do. Find the <head> </head> tags in your webpage code, or locate the header template in your CMS or web platform.

<!– Example –>

<!DOCTYPE html>

<html lang=”en”>

<head>

<script>…</script>

insert_pixel_code_here

</head>

The pixel that you will need to enter is generated automatically for you in Facebook. Copy the entire pixel code and paste the pixel code at the bottom of the header section, just above the </head> tag. The Facebook pixel code can be added above or below existing tracking tags (such as Google Analytics) in your site header.

Step 4: Activate the Advanced Matching Options

At the bottom of the ‘Install Pixel ’ pop-up box, you’ll see a greyed out button to turn on “Turn on Automatic Advanced Matching”.

These options aren’t necessary for everyone, but if you’re focusing on generating leads that can be repurposed to build an eCommerce campaign, click the button.

This will allow you to gather information such as the users’ location, phone number, and first name. All useful things to know if you want to use Pixel to drive information into your email campaign.

Step 5: Install Your Pixel’s Event Code

Once you click next, you’ll see a dropdown of event categories to choose from, along with a list of how you’d like to track them (i.e. view content, search, add to cart, etc.). Once you select the event type, you’ll be shown a small piece of code that you can now install on any pages of your website you choose. It will allow you to track and record the actions users take on said pages, and thereby learn significantly more about their browsing habits than you otherwise would be able to.

There are a variety of different event codes that you can make use of; with the choices you make being dependent on what you want to achieve.

Complete Registration is one of the most commonly used codes. If placed on a registration form on your site, it will allow you to track how and when that user was converted. There are options for you to add the value of that individual conversion, and you’ll also be able to see where the user went next.

Step 6: Check Your Pixel’s Status

This step can take up to approximately half an hour, so don’t be surprised if you find yourself waiting a little while.

Open Ads Manager and click on ‘Pixels’. Next to the name of your new Pixel you will see the status. Nothing will happen in terms of data collection until it shows as active. If it remains inactive for more than 1 hour then retrace your steps above, before contacting Facebook for help.

Also, you can install the Facebook Pixel Helper Plugin for chrome to verify the pixel is working.

Final Thoughts

Facebook Pixel allows you to target your ads and get the highest return on your per click investment. Take the time to work through each of the steps above, and you’ll be able to see how much money you’re making with real-time analytics. By making sure the pixel is installed you can optimize your Facebook Ads to generate the best return possible for your company.

You can now capture leads on Google with Ad Extensions

Remember when the only option available used to be landing pages to capture leads?

We all know digital marketing is about testing and trying to find what works for your target audience. You need to run a couple of tests, with a couple of options, different creatives and then decide on what and where to spend your limited marketing budget.

The A/B test for landing pages is facilitated by many DIY landing page builders that appeared on the market in recent years however this was not enough. The process was not simple enough for a marketer to create a successful campaign and measure the ROI.

Fortunately, the social media giants understood well the problem and introduced social media Lead Generation forms. First, was Facebook with their simple and customizable Lead Ads and then LinkedIn followed the trend and added the same functionality using InMail.

Ultimately, generating leads has gotten easier with these tactics, but you have to ask yourself if you’re sacrificing quality? Only you and your company can answer that question. The lead gen forms now give you an opportunity to get a larger volume of leads and it’s up to you to solve the problem around the quality of those leads and how to manage that.

Just yesterday, Google confirmed it is rolling out Lead Form Extensions in Google Ads. Now, you’re able to capture leads with your text Ad campaigns through a new lead form extension. Extensions in text ads have opened up a new world allowing us to add more data, now we can use those extensions to capture leads, a la Facebook Lead Ads.

How lead extensions will work

The lead gen ads will look just like a promotion extension and will be displayed in a call-out box with an icon. First, you select the campaign then you choose the call to action button, write the text that can take up to 30 characters and create a lead form. The form can include a headline, business name and description. The character limitation for the form is 200.

Here is how to attach a lead form extension to a search ad:

  1. Login to Google Ads
  2. In the page menu, find Ads and Extensions, click on the field and then on the top of the page find Extensions and click again.
  3. Now, you can add the Lead form extension by clicking on the plus button.
  4. After doing that you will need to accept the terms of service and then create the lead form extension.
  5. Next, you can select on which campaigns you would like to attach your lead form extension, and you are done.
Source: Search Engine Journal

You can select the type of fields you will use or what type of information you will collect with your form. Currently, the fields are limited to name, email, phone, and postal code.

Compared to Facebook, this is a limited set of fields. On Facebook, you can add personal questions, demographic questions, work information you can even add the national ID number for some countries. Some of these fields can be pre-filled with the data available on a public profile, therefore the process of collecting data can be simplified. Pre-filling the data on Google is not available, thus the limited fields on the form.

Facebook Lead Gen Fields

Other than that, the rest of the process is similar. On the lead ads, you can add a header image and you need to include a link to your privacy policy. In the end, you must also agree with Google’s terms of service. After completing the form you will be redirected to a completion page where you will have a chance to redirect people to “visit website” or “download”.

Customization on the completion page is allowed on the summary text and the call to action button. The delivery of the data is possible via webhook to your customer data management or directly to your CRM where you can receive your data in real-time.

Why Lead Extensions are important

Lead Extensions are important because Digital Marketers now have the opportunity to capture more leads (in terms of volume) via Search Ads directly. This should be a much easier process overall and give marketers the ability to increase volume while working on improving the quality over time.

In the past, Google tried a couple of times to capture lead data from search ads. Unfortunately, all of the attempts were unsuccessful. Back in 2010, Google introduced contact form extensions, where leads were delivered via email, but this idea never came out of beta. Google had another attempt in 2011 with cost per lead ads, allowing users to submit their data from the ad, however that never came out of beta either.

Hopefully this time we see a wider adoption and Google will finally help us with the lead generation process by catching Search Ads up to the Social Ads space in terms of lead generation.

If you need help with Google Ads and Pay Per Click or Facebook Ads Management to increase lead generation, contact us today!

5 Ways to Make Your Facebook Ad Convert


As advertisers or business owners alike, we all have the same goal when advertising on Facebook – to generate conversions. So how do we get our audience to convert? Currently, the average Click Through Rate (CTR) for a Facebook ad ranges from 0.5% to 1.6% on average. Check out our top 5 best practices to create a Facebook ad that converts:

Tip 1: Don’t Be a Salesperson (At Least, Not Obviously)

People aren’t on Facebook to be sold to. What may work for an AdWords campaign won’t necessarily work in the more social world of Facebook. Rather than pushing a hard sell, approach your audience  from a completely different angle and embrace the art of the soft sell. Your ads will appear in the newsfeed of the users you target – users that are utilizing the platform to virtually socialize – so it’s important that your ads look and feel social. Know your audience, and have a conversation with them. A bold sales pitch won’t help you convert here.

Tip 2:  Be Concise… and Odd?

Nobody wants to see an ad that reads like a paragraph out of a textbook when scrolling through their feed. Make sure you use a more succinct style that’s in-keeping with the rest of the content you post. Research shows that ad  text of 120-139 characters will be as much as 13% more engaging than if it’s 140-159 characters. And more so, 40 character posts have 86% higher CTRs than all other lengths of posts. Keep. It. Short.

To help shorten your copy, use the actual number value (i.e. “3”) versus writing out the text (i.e. “three”). Further, wherever you can, utilize the Rule of Odds. That is, start your headline with an odd number. By adding any number to the beginning of the title copy, CTR increases by 36%. Further, if this number is an odd number, CTR increases by an additional 20%.

For example:

  • Original: The Six Best Sweaters to Stay Warm This Winter Season While Still Being On-Trend
  • Updated: 5 Trendy Sweaters To Keep You Warm
  • Updated: 51% Off All Winter Sweaters

Tip 3: Make Your Audience Read Past the Headline

You spend hours after hours customizing the perfect copy for your advertisement so that it sits just right with your target audience. Well, the painful truth here is, only 1 in 5 people will actually make it past your headline. However, to help get your audience to read your perfectly crafted body text:

1)  Do you want your audience to convert? Ask a question in your headline to garner interest.

2)  😝👋🎉 Emojis have been shown to increase CTRs by as much as 13% — make sure to use them.

3)  Go! Be sure to use an action verb to incentivize the viewer to keep reading.

Tip 4: Make Use of the Detailed Targeting Options

The beauty of Facebook is the sheer amount of data that it has on its users. This allows you to select a whole host of categories and interests that you want to target. For example, let’s say you own a bridal boutique and want to move into online sales. A good way to start reach your optimal audience is to go to  ‘Life Events’ under the targeting options tab and your ad will preferentially be sent to users who are planning a wedding.

From here, go a step further and hone in on gender, age, and location that match that of your ideal audience. Next you can start to define the actions that you want recipients of your ads to take. By selecting an objective from Awareness, Consideration, and Conversion you can have your ads circle back and reappear to the people who have a history of taking the action that you’re seeking.

Tip 5: Remarket with the Facebook Pixel

Now we’re starting to get to the really powerful side of Facebook ads — remarketing. By being able to target users who weren’t converted the first time you’ll be able to view where every recipient of your ads is in relation to your overall sales funnel. Not only that, but retargeted customers are up to 10 times more likely to be converted than first time entrants to your sales funnel. Proof that remarketing is the secret weapon every campaign needs.

The secret is to not change the voice of your ads drastically just because they didn’t convert the first time. Stay consistent and think of a different angle, perhaps something that speaks more directly to the individual. Just don’t fall into the trap of suddenly offering huge discounts purely to increase the traffic to your site. What we’re aiming for here is organic and sustainable growth. Not a short-lived spike in traffic that makes you little or no money.

Final Thoughts

Creating a Facebook ad that converts starts with recognizing why people are on the platform in the first place. Stay social, conversational, and engaging with your audience. From there you can put the analytical power of Facebook to work by narrowing in on your ideal audience with the power of Facebook’s detailed targeting options. Focus on the analytics and use these to craft your next ad. Creating ad campaigns that convert is an ongoing process – so keep these best practices in mind while you create.

The Future Is Now: New Types of Facebook Interactive Mobile Ads

In the past two years, AI and VR have been amongst the top trending technologies and topics on the Internet. We as marketers and consumers have had a chance to see how the marketing future will look like. AI and VR technology will revolutionize everything because as human beings, we love interaction and dynamic content. And, given everything we know about the attention spans of the millennial audience we have the right amount of dynamic content that will help our brain stay entertained.

Under the influence of the technology trends are all of the social media networks too. Of course, the leader among Social Media networks will be the first to introduce changes that will follow the latest trends. Facebook recently introduced new types of interactive Mobile Ads.

In a blog post, they said “People want to be included in your next big idea, and they are using new innovative ways to do it—fewer words, more GIFs, Facebook Live videos, Reactions, emojis, face filters and stickers. In turn, brands and people are becoming more intertwined, and it’s changing digital advertising from a one-way push communication to an ongoing dialogue powered by creativity.”

The three new interactive solutions by Facebook are: Video Poll Ads, Augmented Reality Ads and Playable Ads. Back in March 2019, Instagram introduced poll sticker for Instagram Stories Ads and Facebook followed the trend by adding Video Poll Ads for mobile News Feed too. 

The social media network tested the Ads before introducing it to the world and found that with Video Poll Ads companies can expect a 1.6x increase of brand awareness. The research was done by the cable network E!.

“E! Continually seeks deeper ways to connect with viewers. The launch of Facebook Poll Ads was an exciting opportunity for us to use media in a fun and interactive way ahead of the Season 4 premiere of Total Bellas. Allowing fans to engage with the show helped us create meaningful interactions that drove success throughout the season.” said Eric Eckstein, Senior Director, Digital Marketing, E! Entertainment

This is how the Ads will look. You can watch the full interactive experience here.

Credit: Facebook

The new interactive experience will give brands all over the world a chance to better represent their products and services online. With the AR Ads, people will be able to see and test the product directly from their devices. This is a highly engaging marketing tactic that will provide benefits to both consumers and brands.

The AR Ads were tested by WeMakeUp. The brand created Ads that allow their target audience to try on the makeup directly on their face before buying it. As a result, the brand was able to get 27.6-point increase in purchases and people were interacting with the ad approximately 38 seconds.

Credit: Facebook

Beta version of the AR Ads will be available all around the world this fall.

Last year in August Facebook also presented playable Ads as a way of video games and applications to enable their target audience to try out the game before they decide to press the download button. This playable ad format is now available to users globally. From now on, companies will be able to create simple games that will be shown as Ads to the target audience. This level of interactivity will provide better engagement metrics and conversion rates.

A great example of using this playful format is Vans. With the help of Facebook Creative Shop, they managed to build a game for Christmas that drove 4.4-point lift in ad recall and a 2.4-point lift in favorability. Other companies tried the Playable Ads too. Uber India used this format to promote and spread awareness about the Cricket World Cup. The performance of the Ads was impressive. Playable Ads got them 10% higher CTR then other brand awareness campaigns activated for the same promotion.

Credit: Facebook

We are living in an era where marketers need to work twice as hard to capture consumer’s attention online. This is truly no longer the “Banner Advertising Age,”

As marketers, we’re always looking for the next shiny new object we can implement and use. Over the last couple years we’ve seen video ads, stories (on both Instagram and Facebook), Snapchat Ads, animated gifs, among other ad formats and types available to us. The technology around advertising is iterating and moving faster than we have seen in years. Saying you have to stay on top of the latest ad formats and trends is an understatement.

Facebook finally took us a few steps closer to the future.

We even had a small visual glimpse about how the new generation Ads will look like in the movies “Ghost in a Shell” and “Blade Runner”. The directors of these movies gave us a good idea of how the Ads of the future will look like.

Augmented Reality technology from the Blade Runner 2049 movie trailer. Credit: Columbia Pictures

Is Facebook making the first step towards the future? Possibly, yes. We will see more improvements in this area and completely new consumer behavior on the market. Even if we are far away from the AR Ads like in the movie “Blade Runner”, we are not so far from AR marketing solutions. The changes are already happening and will soon affect every social media network available on the market.

Mark D’Arcy – Facebook’s vice president of global business marketing and chief creative officer in the latest blog post said, “Advertising needs to work harder than ever to be more relevant and rewarding for the people we’re making it for. Creativity, as always, is the key, and our new polling, AR and playable Ads are great examples of more interactive and playful ways to surprise, delight, inform and connect with the audiences and communities we all serve.”

How to Effectively Use Facebook’s Dynamic Product Listing Ads

We know how it goes. As an advertiser, you dedicate a large portion of the overall budget to driving customers to your website. This website features carefully curated content and products in your online store, and is designed to encourage conversions. Regardless of your store setup or the items within it, there will always be a set of visitors that don’t complete a purchase while on your website. To identify and repurpose this “lost” audience, Facebook offers the Dynamic Product Listing Ads – one of the most effective ways to retarget your customers.

Facebook Retargeting and Why You Should Use it

Facebook retargeting is a form of digital advertising that aims to target website visitors that didn’t convert, or left without making a purchase. It is an effective approach since this group of consumers is already aware of and engaged with the brand, and has a higher likelihood of re-engagement. The same group has also left a digital data trail, which advertisers can leverage in order to entice visitors back to your online store and generate a completed purchase.

As an e-commerce advertiser, you can use this powerful type of advertising to reach the right audience at the right time, and serve them relevant ads, increasing the likelihood of a conversion. Facebook’s Dynamic Product Listing ads provide advertisers with digital ad automation benefits, such as greater relevance and better timing, which in turn will result in higher click-through rates, increased revenue, and lowered costs.

How to effectively use Facebook Dynamic Product Listing Ads

In order to generate maximum results from the Facebook Dynamic Product Listing ads, we recommend strategically optimizing your campaign. Based on our extensive experience with Facebook Ads, we developed the top 5 optimizations that we find most effective:  

1. Define the Audience’s Stage in the Buying Cycle

Facebook offers an extensive array of targeting options. Rather than using Dynamic Product Listing ads to solely target previous website visitors, we recommend prospecting new customers, as well.  Do this by separating your target audiences into three main groups: existing customers, warm leads, and cold audience (new prospects). Then, you can further refine your targeting and tailor the ads according to your audiences’ stage in the buying process.

2. Limit the Retargeting Period

Although there is no strict rule on how long you should target an audience, we recommend creating a definitive deadline. Buying urges are typically stronger at the beginning of the buying process. Additionally, if an extended period of time passes between a visitor viewing the website and being retarged with an ad, the product will become less relevant to that potential customer. We recommend retargeting visitors within 30 days from the time they visited your online store.

3. Optimize Ad Frequencies

When setting up a retargeting campaign, it is important to monitor and control the frequency of the ads being shown to a particular user. While serving a specific ad often to the same user could potentially assist with brand lift,  a user seeing the same ad repeatedly will more likely result in audience fatigue. Check the frequency settings on the campaign, and aim to serve no more than seven impressions per week (1x per day).

4. Rewrite Ad Copy

When creating copy for the retargeting ads, make sure to use words and phrases that evoke excitement and emotion. For example, if a user recently viewed a sweater on your website, highlight the limited stock of the product to play to the user’s fear of missing out on the opportunity to buy. In addition, if click volume is low, update and refresh the ad copy weekly. Your audience will still be served with the same creative, but they will see new copy.

5. Don’t Manipulate Retargeting Manually

The best way to manage this type of targeting varies from campaign to campaign. However, for the most part, we recommend avoiding manual manipulation. The main purpose of this type of targeting is to drive customers back to your online store. When the system automatically optimizes the campaign, these ads tend to produce better ROAS (Return on Ad Spend) and conversion rates.

Putting it All Together

Whether this is your first touch point with Facebook Dynamic Product Listing Ads or you have experience using these ads, we recommend continuing to experiment with different targeting options and optimizations, and continually follow results to make adjustments as you go.

Dynamic Product Listing ads are always working on the back-end – and you should be, too. It is possible to set them once and let them run, but if you want your campaigns to be truly effective, we recommend keeping an eye on what works best for your business and make optimizations.

Eliminate Inaccuracies in Google Ads Testing and Tracking

Launching a successful Google AdWords campaign requires a lot of testing and tracking. Testing is very often overlooked and considered unnecessary, when in fact it’s what makes all the difference, and allows you to move forward and get results.

Many how-to guides and ebooks can give you guidance on how to create the best performing PPC campaigns, but remember that beyond general tips, no one can actually give you a magic formula for creating ads that work, every company and challenge is different. You have to test and track results to see the real performance of your PPC campaigns. While doing so, you need to know what to track, what your goals are, and how to identify and track the results, otherwise all this testing will lead you astray.

1. Use Significant Split Tests That Give Realistic Results

Let’s be honest, we all know you need to achieve statistical significance in order to make a decision, and it takes time to gather a significant amount of data  in order to make an informed decision. But, many times, we all rush into a split test without really identifying the goals and/or we’re eager to choose a winner without actually achieving statistical significance.

This extremely short and rushed testing will not only give inconclusive results, but may lead you down the wrong path and making a decision by choosing an ad as a “better performer”, that really isn’t.

Instead of questioning your decision or rushing to a decision, take the right steps and make an informed decision based on data that really matters. In order to make smart decisions, give each ad a fair amount of time to run and really  analyze your test so you can realistically evaluate which ad truly performs better.

2. Don’t Let Google Optimize Your Ads

If you are serious about testing on Google Ads, you should focus on beating your best performing ad’s CTR, conversion rate, and CPA/ROAS on an ongoing basis. Unfortunately, by default Google will display the ads with highest monitored CTR, but in order to achieve your goal and properly test all ads, you need to give them the same amount of exposure.

You can easily change Google’s default setting, and instead of allowing it to “Optimize”, you will change your campaign settings to “Rotate: show ads more evenly”. Simple as that.

3. Separate Display Network Traffic And Google Search Network Traffic

There’s nothing wrong with wanting to advertise on Google Search results as well as the Display Network. But, make sure you are doing these in in separate campaigns for each network, especially when performing tests. Mainly, because clicks from each network are treated as different traffic sources, and second, because people are in a different state of mind and different stage of the buying process depending on where they were (Search/Display) when they saw your ad and clicked on it.

If you group Search Network traffic and Display Network into one campaign and show them identical ads, you risk getting distorted data which will make it a harder to determine which ads are more profitable. Keep the networks separate in order to measure things accurately. Depending on your preference, Search/Display Network, choose the correct settings and only one network per campaign.

4. Are your clicks and conversions actually generating revenue?

Another thing to keep an eye on is tracking the revenue your conversions are generating. Nothing can be worse than generating a bunch of empty clicks that aren’t turning into customers, or would never lead to a conversion. Many times, you can get into a trap of focusing on generating as many clicks as possible or seeing a high CTR (Click-Through Rate), which, kudos to you, means your copy and creative is top notch. The thing to think about is, are you actually guiding people to a path of conversion or just clicks eating away at your budget.

Along with that, it might mean the advertising is doing a killer job, and we find this a lot where our CTRs are going up as a function of our ads are actually more compelling than the previous ones. But, if the site is not setup in an optimized way for conversion, you’re going to be bleeding money because people won’t convert. We find this a lot,

What you should be tracking is ROAS (Return on Ad Spend) OR CPA. Focusing on what those ad dollars are returning for you is ever more important than how many clicks you can generate. Thinking about the entire customer journey and funnel is just as important as the ads you’re running.

Making sure you’re targeting the right people with the right intent, who will actually convert into a purchase is really how you should be thinking about it. Once you do this, you’re definitely on the right track.

These important aspects of Google Ads testing can greatly help you eliminate inaccuracies and improve your PPC campaigns. Making sure you track all necessary parameters and make smart decisions when choosing your ads. Always remember that just because an ad performs better than the other in A/B testing in terms of CTR, it doesn’t mean it’s more profitable. Don’t skip testing to save time and don’t make assumptions, because they might lead to making crucial mistakes and eat away at your budget, without a return. On the other hand, really think through the customer journey and the overall funnel and how you can test, iterate and optimize in your campaigns to generate the most return possible.

The Power Of Keyword Search Data Reports In AdWords

If you’re a digital marketer, you have probably managed Google AdWords Campaigns a few times or use it on a regular basis. The primary reason we love using Adwords is because of the precision to get down and target searcher intent, to get in front of the right people, not just the most people. If you’ve used AdWords, you know it offers a variety of metrics and reports allowing you to track and analyze your ads and keyword performance in order to optimize your efforts. All you need to do is use the reports wisely to make the most of your campaigns.

Track Keywords to Determine Your Success

One of the most important things you need to monitor in AdWords are keywords. By analyzing your keyword performance, you will be able to review which ones are helping you meet your advertising goals for the ads that show up in Google Search Network, and which ones do not.

In order to track and review your keywords performance, you can either:

–    open the Campaigns section from the top menu, then choose the Keywords tab; or
–    open the Reports section from the top menu, and then from the Pre-defined reports drop-down menu choose Basic, then select Keywords or Search Terms, depending on what you with to analyze.

Both ways offer the same options, including analytics for Keywords, Negative Keywords or Search terms. It’s up to you to decide what data you wish to get, and specify: segments such as date, click type, or device; columns for adding specific types of data you wish to include in the table, and filters for the statistics you’d like to see.

All the data you get in the Keywords and Search Terms reports are very useful and allows you to thoroughly analyze and assess your keywords performance and make informed decisions about your ads. At .

Track Search Terms Match Type Performance

The segments can show you the performance of search terms match type – whether a broad match, phrase match or exact match search terms triggered your keyword and your ad to show. That way you can compare data about clicks, impressions, CTRs or conversion rates for the specific search terms that have been used and triggered your ad. These statistics will help you find the keywords which have the best performance for a particular search term match type.

Track your Quality Score

The columns allow you to add or remove specific types of data you wish to include and analyze. And one very important thing that we strongly advise you to track is Quality Score in Adwords. It is a measurement of the relevancy of your ads, keywords and landing page to your customer. By enabling the Quality Score attribute, you will be able to see the attributed value for each keyword in your campaign, with 1 being the lowest and 10 the highest score.

google adwords quality score example

View Bid Simulations and Estimates

Another important column that you should enable is the adwords bid simulator. It estimates how the keyword bid changes impact your potential weekly Search Network clicks and costs. One more column that is not included in the default view of the report are the First page bid estimates, Top page bid estimates and First position bid estimates. These attributes will show you the approximate CPC bids you need to make to reach the first page, the top of the page or the first as position in Google SERPs when the search term is an exact match for your keyword. These estimates will be calculated based on your Quality score and the existing advertiser competition for the keyword in question. If the calculated estimates are very high, then probably you have a poor keyword Quality Score.

 

Adwords Bid Simulator

Sort Keyword Data

By using filters, you can find specific types of data that let you evaluate the performance of the keywords you use. You can use these data to learn which keywords are eligible to trigger ads, and which ones have good ROI.

Diagnose Individual or Multiple Keywords at Once

Another great option that AdWords offers is diagnosing the success of a single keyword or multiple keywords at once. By diagnosing one keyword you can learn whether your keyword is showing ads, and what’s it’s Quality Score. If it is showing ads, then it’s a keeper, but it if isn’t, Google will explain why and give you suggestion on how to solve the problem. Furthermore, you can break down the Quality Score and get statistics about your keyword relevance, landing page experience, and landing page loading time.

On the other hand, if you wish to diagnose multiple keywords, you will need to answer specific questions about your ad’s visibility. It’s up to you to choose the attributes you wish to text. After you run the test, you will receive results about the status of your keywords. But note that those results are only applicable in the time of testing and if you don’t act quickly, they can very soon become outdated.

Track, Analyze, Learn, and Optimize

As I mentioned, AdWords wants you to show your ad to fewer people and actually they reward you for it by using one feature designed specifically for that purpose, Quality Score. One key component of the Quality Score is CTR (Click-Through-Rate) – the percentage of people that click on your ad when they see it.  Increasing your CTR and boosting your Quality Score leads to lowering the CPC. And in order to achieve this, you need to carefully track and analyze your ads’ performance, especially your keywords.

Make the most of your Keywords report and learn how the keywords you use perform, which bids you need to change, and which keywords you need to remove. Additionally, using the Search Terms report, find out which search queries triggered your ad to be shown and clicked. Don’t be surprised if depending on your keywords matching options, the list of search terms differs from your keywords list. Those results can help you identify successful keywords and phrases that you can(should) add to your keywords list. And if your ad showed for what you consider to be irrelevant search terms, you can always use those phrases as negative keywords.

Either way, it’s a win-win situation. All you need to do is explore the available options, and learn from every bit of data and statistic you get. And if anything is unclear, and you are not sure which metrics or attributes to use and track, or what to do next once you received the stats, our expert PPC team can “translate” the data to you, and help you reach your goals.

3 Significant Changes to Dynamic Search Ads

If you are actively using Google AdWords, then you know that Dynamic Search Ads (DSA) are the easiest way to reach customers that precisely match your offer on Google. The best thing about DSA is that they use your website to help target your ads and fill in the keyword-based gaps in your campaigns. Even the best managed AdWords accounts that use many keywords can experience some setbacks without DSA, including missing out on relevant searches, experiencing delays in writing ads for new products, or being out of sync with what’s actually available on the destination website.

The benefits of using DSA are great. They help you save time and reach new markets faster and the ads are frequently and automatically updated as soon as you make changes to your webpages. They also show relevant results with dynamic headlines, giving you greater control over your campaign, and most importantly, helping you generate additional traffic and sales compared to what you get from keyword-targeted campaigns.

Now, Google is making an update to DSA by introducing three significant changes aimed at giving advertisers a better handle on the quality of the ad creativity and targeting. Let’s see what those changes actually are.  

Page Feed – More Control Over What You Advertise

Searchers are more likely to click on an ad and buy a product or service when it fits their needs or solves a problem. That is why having more control over what you advertise, and making sure your ads are very relevant to prospects is key.

In order to provide advertisers with an additional layer of control, Google introduced Page Feeds to DSA campaigns. That allows you to create a feed – a spreadsheet of the products or services you want to promote, and add it to a new or an existing dynamic search campaign. When you use a Page Feed to specify which URLs to use in your DSA, it helps Google determine when and to whom to show your ads, and where to direct people on your website.

Additionally, Google recommends adding custom labels to your selected URLs to categorize and organize the specific targets in groups. When you use labels such as “Special Promotion” or “Out of Stock” in your Page Feed, you can easily activate ads within that promotion at the same time, or pause them to stop unwanted paid traffic.

This is a very helpful feature that saves time and helps ecommerce advertisers save money by delivering only relevant content to their prospects.

Expanded Ads – Longer Descriptions for Deeper Messaging

Having more screen real-estate is always good when it comes to display advertising. You want your ads to be bigger and more noticeable, and also explain your offer better and in more detail. The transition to Extended Text Ads on Search and Display campaigns occurred in January, and these new, larger ads are about to make their way to DSA as well.

Longer headlines and descriptions allow advertisers to show more information about their business and their offering. The higher character count of the extended description field gives you additional space and lets you be more specific with the ad, while the other features remain dynamic. This enhancement is expected to roll out over this month (May 2017) and we are excited to welcome it.

Quality Enhancements – Be More Relevant

Ad relevancy and quality may begin with specifying which web pages and which products or services you want to promote, but it continues with having your ads show only when they are most relevant to the what the searchers are looking for.

Let’s say someone looks for a digital marketing agency in L.A. and instead of seeing the ad for Visible Factors, they are shown an ad about a digital marketing agency in Charlotte. Not very relevant, right? With the latest updates, Google is promising advertisers a quality enhancement focused on location-based targeting.  

Improved ad-targeting is very important and beneficial, especially for local businesses that want to reach a certain audience. When you know that your ad will be displayed to prospects which are in the vicinity of your business, you are willing to pay more, because you will get exposure and possibly more clicks and an increase in profit.

These three changes made to Dynamic Search Ads are allowing more control over your targeting and more specific descriptions of the products and services you are selling. This means your ads are about to have a higher conversion rate at lower CPA (Cost Per Action). 

So if you were hesitant about including DSA in your campaigns and weren’t sure if they’ll get you the wanted results, we hope these improvements change your mind and make you give DSA a chance. If you do, give us a call to help you set up your campaigns. We promise you’ll be in for an awesome and very fruitful ride.   

Facebook Ads: Advanced Targeting

Facebook Ads have elevated social media marketing to a new level, integrating advertisements into our Facebook feeds. For regular users, ads may be just another set of boxes appearing on the right side of the News Feed, but for marketers, they are an opportunity to promote their product or service to the desired audience.  Luckily, cool targeting options like location, demographics, interest and behavior let you specify and choose who should see your ads.

Beside the generic options, Facebook lets you dig a bit deeper and connect with people who have a specific relationship with your brand, or find new potential leads based on their traits and those of your current (or ideal) customers. With most of the world on Facebook, you can now reach customers significantly more efficiently.

The hidden Facebook Ads gem you are looking for lives under the “Audience” tab in Ads Manager. We highly recommend you open it. There, you will find the Advanced Facebook Ad targeting which encompasses three possibilities:

Facebook Ad Custom Audience Customer File

 

The Custom Audience – Customer File option reaches your existing customers on Facebook.

  1. Email: To use this option, you need a list of your customers’ email addresses. You can upload a CSV or TXT file, copy-paste the data, or import email addresses directly from MailChimp. Facebook will then cross check those email addresses with that of its users and create a highly specific ad audience.
  2. App activity: To reach people who use your app and who take specific in-app actions, you need to integrate Facebook’s SDK for iOS, Android or Canvas. That way, every time somebody takes a specified action in your app, they will be added to the Custom Audience list. 
  3. Engagement on Facebook: This is the newest Custom Audience option, allowing you to target people who are already engaged with you on Facebook. You can segment people who viewed your Video, opened or completed a form in your previous or existing ads on Facebook, opened your Canvas on Facebook, or interacted with your page.

Custom audience targeting is a great way to strengthen the connection with existing customers. You can use it to send special offers to users who are deeper into the buying cycle, or those who already made a purchase, and now you want to turn them into returning or loyal customers.  

Facebook Ad Lookalike Audience

 

The Lookalike Audience option helps you create a new target audience based on traits and characteristics of your current customers.

To create a lookalike audience, you need to select a source: a custom audience list, Facebook pixel or page fans.

Next, you need to choose the target country and the size of your audience. Note that the size of the audience is based on the total audience in the chosen country. Smaller audience size is more likely to match your source audience, but larger audiences increase the potential reach. Make sure your source list consists of at least 100 people. The more people in your source group, the more accurately Facebook can find people who are similar to them.

There is one more advanced option – creating up to six different lookalike audiences. That way, if you measure conversion value for people in different audiences, you can separate them by different ranges of similarity to the source group, and bid differently for audiences you value differently.  

Lookalike audiences is a great option if you wish to grow the number of new leads, increase brand awareness and exposure, or even tackle new markets.

Facebook Ad Custom Audience From Your Website

 

Creating a custom audience from your website is an excellent way to remarket on Facebook to people who visited your website or linked web pages, who haven’t necessarily completed an action or left their contact information.

To take advantage of this option, you need to create a Facebook pixel to build a custom audience. This way you can focus ad campaigns only on people who are your website visitors.   

 

By creating a custom audience based on website visitors you will be able to:

 

  1. Get people back to your website and complete the purchase
  2. Utilize the custom audience to find new people, similar to your website visitors
  3. Gain additional value from new customer acquisition campaigns by excluding existing customers
  4. Measure and optimize ads for website conversion

 

You will effectively address specific potential customer’s pain points and get them to return to your website again and again, while gaining new customers.

 

Social media marketing is an important part of digital marketing strategy, with 2 million Facebook advertisers as proof that Facebook Ads connect with new and existing customers.  However, it is likely that many are not taking advantage of the advanced targeting options and strategies. Without carefully planning your targeting strategy, you may end up throwing your money away.

Luckily, we are versed in developing and employing a powerful strategy that will grow your business. If you want to grow the number of website visits, raise brand awareness, promote your product or service to new customers and bring the existing ones back to your site to complete a purchase or make a new one, drop us a line and we can help get the most out of Facebook Advertising.

 

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