logo
GOOGLE ADWORDS EXPERT & CONSULTANT

Buy My Google AdWords Book, Get One Free Book Offer

My publisher Packt is running a Buy One, Get One free offer to celebrate their 2000th title. You can buy my Google AdWords book “Advertising on Google: The High Performance Cookbook” and other tech books via this link http://bit.ly/1j26nPNLearn how to run effective AdWords campaigns, build your website, and more using Packt’s library of practical tech guides.

packt2000titles

Enhance Your AdWords Ads with Review Extensions

What Are Review Extensions

With Google’s recent announcement that ad rank is now factoring ad extensions, it is now more than ever vital to incorporate any relevant enhancements to your ads, such as sitelinks and call extensions. One of the more recent additions to the ad extensions menu are Review Extensions, which allow you to highlight reputable third party reviews and accolades. They can help you entice users to clicks on your ads by highlighting an endorsement and help expand your ad with additional real estate. If you’ve got some praise, why not flaunt it?

Reviews appear below your ad description in top ranked ads and link to the review source, such as a magazine article. If a user clicks on your review extension, you won’t be charged for a click that’s going to your review source, unless this user clicks on your ad as well.

How To Set-Up Review Extensions

Just like with sitelinks, you can set-up review extensions at the campaign or at the ad group level. When you’re choosing your review extension text, make sure that it is not too similar to your ad copy and potentially redundant. Use that space to communicate what someone else raved about and make sure you are accurately representing the original source.

To get started with review extensions, log-in to your AdWords account and go to tab Campaigns. Go into a specific campaign, click on tab Ad Extensions and choose Review Extensions from the drop down.

review_extensions

Click on +Extension to create a new review extension. You can either use an exact quote from your source or you can paraphrase text. Make sure to state your source in the Source field and link to the third-party URL — your review source cannot be your own website.

review_extensions_example

Here are some additional guidelines and restrictions:

-Your review should not be about a specific product or service, but about your business as whole. It should also not be just a description of your business.
-The review also needs to be less than a year old.
-Individual customer reviews and testimonials are not accepted.
-Aggregate reviews and rating from websites like Yelp.com are not allowed.
-Press releases cannot be used.
-Currently, review extensions are only available in English.
-Do not repeat your business name in the review – one review extension I created was disapproved for this reason.
-Use … ellipses to show missing words or phrases.

You can find the full list of requirements and restrictions here. There has been quite a bit of confusion with what counts are “reputable” with some seemingly prominent websites getting disapproved. Make sure to check on your review extensions to see if it’s been approved. If you notice that it’s been disapproved, get in touch with AdWords support to find out why, as no disapproval reason is currently listed in the AdWords interface.

Just like with other ad extensions, your review extensions won’t show every time a user is searching. You can review impressions and other performance metrics in the Ad Extensions tab by choosing the Review Extensions drop down.

Packt’s $5 eBook Holiday Bonanza

My publisher Packt has announced the $5 eBook Bonanza to mark the commencement of this holiday season!

Now you can get any eBook or Video from Packt for just $5. This offer covers a myriad of titles in the 1700+ range where customers will be able to grab as many as they like until January 3rd 2014 – more information is available at http://bit.ly/1jdCr2W

packt_holiday_offer

Happy Holidays!

Use Google’s Bid Simulator To Estimate The Impact of Bid Changes on AdWords Conversions

Are you considering changing your AdWords bids but are worried about making the wrong choice? Wondering what would happen if you increased your bid from, say $1 to $1.20, and what difference it would make?

Adjusting bids based on traffic and conversion patterns is essential to optimizing your PPC campaigns, and all successful advertisers modify their Max CPCs regularly to reach their goals. AdWords has for some time now provided data on the impact of bid changes on impressions and clicks, but what anyone tracking conversions really wants to know is what the impact will be on sales or leads. AdWords advertisers can now make some more educated guesses using Google’s updated bid simulator.

How The Bid Simulator Works

The bid simulator works with your Search campaigns only by analyzing data over the past 7 days, taking into account information like your competitors’ bids and traffic you received. It then estimates how results might have differed if you used a lower or a higher bid. For example, you can estimate how many more clicks and conversions you might have received if your bid was 10% higher. If you track conversion values, the tool will also include that metric.

If your campaigns are limited by budget, the tool will not be available and it will also not work with auto bidding or Conversion Optimizer (CPA Bidding).

How To Use The Bid Simulator

You can find the bid simulator at the ad group or at the keyword level. In your AdWords account, go to your Campaigns tab and navigate to an ad group. Hover over the Bid Simulator graph icon below your Max CPC bid and click on it to bring up the tool and explore the different bid options.

Google will provide some metrics based on a variety of Max CPCs you could choose, or you can enter a different Max CPC you are considering by clicking on Use a different bid.

bid_simulator

Compare the current bid metrics to what your results would look like if you used a different bid and decide if the change in bid makes sense for you. For example, if after increasing the bd, the cost would go up significantly without a high enough change in conversions or conversion value, you might want to leave the current bid as is.

Keep in mind that the estimates you are seeing are just estimates and future results will vary, as search patterns are constantly changing and do vary week over week. Your competition is likely changing their bids as well on an ongoing basis.

Make sure to explore the available data when considering changes to your campaigns. If you do adjust bids, continue to monitor your conversion numbers, especially budget and ad spend if you increased your bids significantly.

 

YouTube Video Ads Best Practices

Google’s YouTube video ads are not just a branding tool for large advertisers anymore, they have become increasingly effective at driving direct sales and leads. If you have a YouTube channel, you should be testing video ads, which you can set-up through Google AdWords. In this post, I’ll share some strategies for getting started as well as best practices.

Connecting YouTube Channel To AdWords 

Your YouTube channel with existing video content can be re-utilized to reach massive numbers of potential users. Do you have videos that explain your key product benefits or testimonials from happy customers? Use this videos to share your message with highly targeted audiences. When thinking about which videos to promote, Keep the videos short – no more than 60 seconds, otherwise users will skip or tune out.

Before you can run video ads through Google AdWords, you will need to connect your YouTube channel to your AdWords account. Follow these steps:

In your AdWords account’s campaigns tab, click to create a new campaign +Campaign and choose Online video.

Link YouTube account

Click on the Linked YouTube accounts section on the left, then on +Link YouTube account and enter your YouTube log-in information. You will now be able to pick and choose from your video library.

YouTube Video Ads Best Practices

Targets


– Start with broad targets, such as “All topics” and “All interests” and let ads accumulate impressions and clicks. Once you have data on individual topics and interests, create new targeting groups and set higher bids for top performers.
– Set low initial bids (such as $0.05) and adjust based on results.
– Set-up a keyword based targeting group to reach users using YouTube search keywords.
– Stay away from demographic targeting, at least not on its own as the only target.

Ads/Videos

– Target all 3 recommended formats:

1. In-Stream
2. In-Search
3. In-Display

– Create multiple videos ads to test the effectiveness of different assets.
– Pause videos that do not meet target metrics, once you have sufficient data.
– Include call-to-action overlays. If ads do not perform, try alternate call-to-action overlays.

youtube call-to-action overlayRemarketing

– Set duration to 540 days for remarketing rather than 30 days.
– Create a remarketing target group to show videos to users who have previously visited your website.
– Create a display campaign in AdWords with text and image ads to target video remarketing lists that are automatically pre-populated for you. For example, you can target users who viewed specific videos or users who subscribed to your channel.

youtube remarketing lists

Keep in mind when evaluating video ads that the sales cycle could be a bit longer than what you’ve been seeing from your search campaigns. As with any campaign, monitor results, adjust and repeat!

Bing Ads Now Supports Call Extensions

If you use Bing Ads, you may have noticed a new feature – Call Extensions- which Google AdWords has supported for quite some time now. This is an important feature for any business that relies on phone calls for sales and leads.

Bing’s new call extensions are very similar to Google’s, allowing advertisers to associate a phone number with their ads. To set them up, go to your Campaigns tab in Bing Ads and click on ad extensions.

bing ads call extensions

Click on the Call Extensions link and follow the prompts to add your phone number. You’ll be able to select a specific campaign to associate a phone number with, as well if you’d like to show your phone number on all devices or on smartphones only.

bing call extensions

 

You can choose to show both your website and the phone number or only show the phone number on mobile devices. I prefer giving people the option to decide if they should call you versus click on your website.

If you choose to use Bing’s forwarding number, you’ll be charged $1 for calls to this forwarding number.

Business Bolts Guide to Google AdWords Search Network

business bolts adwords guideI’m excited to announce that I am featured in a new book on Google AdWords titled “Business Bolts Guide to Google AdWords Search Network.” The book covers how to get more traffic and leads from the AdWords Search Network. It includes basics of the system as well as optimization techniques and tips that will help you maximize profits.

Over a dozen experts were interviewed and their tips are featured in this comprehensive guide. Learn from the industry gurus how to make your campaigns a success.

You can get a book sneak peak with top strategies from 15 AdWords marketing experts in this article and you can now buy the guide on Amazon.

 

Should You Try Google’s Display Campaign Optimizer?

If you’ve been running Google AdWords display campaigns that are generating conversions, you’ve probably seen a message that some of your ad groups are eligible to use the Display Campaign Optimizer (DCO). But should you really enable it?

display campaign optimizer

DCO is Google’s tool that promises  to find you more conversions by working with your CPA goal. It adjusts your bids based on historical data and finds additional relevant placements to maximize display conversions. DCO requires a minimum of 15 conversions over the last 30 days and works best with a Target CPA bid.

Before you enable it in eligible campaigns, keep in mind that the Display Campaign Optimizer works best in campaigns with a lot of conversion data, not just the minimum required 15/month. Also, CPAs tend to go up when you enable it. It’s best for advertisers who:

  1. Want more traffic and are not as strict with what websites their ads will show on. You could be showing on websites you did not add to your placements, as DCO finds new placements for you that you did not specifically target.
  2. Are OK with a CPA increase. If your CPAs are so low that you can afford to pay more for each conversion (congratulations, by the way!), give DCO a try.

Usually the first few days you’ll likely see a rather high CPA increase while DCO learns and adjusts, and CPA tends to come down gradually over the next few weeks. If you decide to test it, I recommend committing to ~2 weeks. CPA should come down and stabilize a couple of weeks after enabling it.

To enable DCO, click into an eligible Display campaign and ad group. Next, navigate to the Display Network tab and click on + Change display targeting. Scroll down until you see Targeting optimization (Display campaign optimizer) and select the checkbox next to Get more conversions.

display campaign optimizer enable

As always, monitor your account to check that the change in traffic falls in line with your goals. If your conversions are up and CPA is still acceptable, consider enabling DCO in additional ad groups. If CPAs are too high after a couple of weeks, disable CPA or try it in a different campaign and ad group.

© Copyright 2019 www.KristinaCutura.com. All Rights Reserved