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What Is Dynamic Remarketing and How Could It Help Your Business?

What Is Dynamic Remarketing and How Could It Help Your Business?

NEWS

What Is Dynamic Remarketing and How Could It Help Your Business?

Tom Jacobs, Marketing Manager

3 May 2017

What is dynamic remarketing & how could it help your business?

Have you visited a website, and viewed a particular product, and noticed that ever since that product has been following you around the internet in the form of display adverts?

If so, what you’re witnessing is dynamic remarketing, and it is a great way to remind your website visitors about your products that they showed interest in.

Unlike standard remarketing, that shows people a generic display advert if they have visited your website, regardless of which products they looked at, dynamic remarketing tracks which particular product pages that website visitors visited and can therefore send them adverts that are far more unique to their buying behaviours

Why is dynamic remarketing better?

Most businesses have a range of different products, and these products are often bought by very different people. Dynamic remarketing allows you to show ads that are incredibly relevant to individual website visitors, therefore producing a better ROI.

Does it work for service-based businesses?

Yes! We have used dynamic remarketing for Estate Agents and other services. By sending adverts with particular properties to people that had visited those actual pages, we were able to drive high quality traffic back to our clients’ websites and produce a significant ROI.

Is it expensive?

Remarketing in general is a relatively cheap form of Pay-Per-Click marketing, making it very accessible to businesses. Because display adverts are very rarely clicked, you’re very rarely charged, but whilst you are gaining impressions from people that has visited your website, you are effectively getting free advertising.

Is it easy to get going?

You will need to set up Google Merchant Centre, which can be tricky, but there are plenty of guides on Google’s Support Centre. Once you’ve uploaded your products to the product feed, Google will begin to distribute your ads throughout the Display Centre, reminding people of the products that they showed interest in.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

8 + 7 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

What are bid adjustments, and how can they help my AdWords campaign?

What are bid adjustments, and how can they help my AdWords campaign?

NEWS

What are bid adjustments, and how can they help my AdWords campaign?

Tom Jacobs, Marketing Manager

14 February 2017

What are bid adjustments, and how can they help my AdWords campaign?

A key mistake that businesses make when running AdWords campaigns is that they don’t consider the different contexts in which users click on their adverts, and therefore bid a flat rate for all of their clicks regardless of a number of variables which could make your bids cheaper and more expensive.

Here’s our guide to different types of bid adjustments, and how they can help your AdWords campaign produce a better ROI:

What are bid adjustments, and how can they help my AdWords campaign? Bid Adjustment Fomula  What are bid adjustments, and how can they help my AdWords campaign? Bid Adjustment Fomula

Location

It is important to consider the likelihood of conversion in certain areas, and where conversions are more likely, it is reasonable to bid a little more to ensure that it is your ad that the better quality traffic is going to click on. If your business sells coffee machines online, it makes sense to bid higher rates in affluent areas, where people have more disposable income and are therefore more likely to buy from you. Ensure that you are thinking about where your highest quality leads are geographically when making your bid adjustments.

Device

We live in a technological world in which people can browse the internet on a number of different devices, and this should be represented in your bid adjustments. If you’re an emergency locksmith, when people are locked out of their car or house, the first thing they will do is search for a locksmith on their phone. Spend some time thinking about how people search for your business.

Time

Buying trends show that people buy certain things at certain times, so adjusting your bids based on the time of day, day of the week and time of year should be considered in the price you are bidding. Look at Google Analytics to see when you make most of your conversions, and adjust your bids based on that data. If your business sells gazebos, it makes sense to increase your bid in the summer months, where demand is going to be higher.

Bid adjustments can be incredibly effective in increasing ROI. Map out your customer buying process and then make sure your bid adjustments represent that process.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

5 + 10 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

4 Ways to Make PPC Work for Your eCommerce Business

4 Ways to Make PPC Work for Your eCommerce Business

REMARKETING, SEARCH

4 Ways to Make PPC Work for Your eCommerce Business

Tom Jacobs, Marketing Manager

24 January 2017

4 Reasons Your Business Needs to Be Using Gmail Ads

Reports show that 41% of Google search results clicks go to the top 3 results, meaning that if you’re not in the top 3, potential sales are passing you by and going to your competitors. It is increasingly the case that one, two or even all three of these search results are paid AdWords results. PPC is no longer an advantage to eCommerce businesses, it’s a necessity.

Here’s our top 4 ways to make PPC work for your eCommerce business.

Google Shopping

Uploading all of your products to Google Merchant centre means that they will appear as Google Shopping results when one of your keywords is searched. This presents an image of your product and its price at the top of Google’s search results interface. Because the searcher can see your products and its price, they’ll only click if they think the product looks good and they think the price is reasonable, meaning you’re only paying for interested traffic. If they don’t like the look of your product or price, they won’t click and you won’t be charged. Simple.

We find that this produces a significant ROI for eCommerce businesses, up to 1300% in some cases, so uploading your products to Google Merchant Centre is a must.

Dynamic Retargeting

Do you ever find that it isn’t just brands that you’ve looked at that follow you around the internet? It’s actual products you’ve looked at too. This is dynamic retargeting in action. It has more relevance to the customer, and consequently generates higher click-through rates, driving that high quality traffic back to your website.

Strategic Keyword Bidding

Bidding on your competitors’ brand names and product names increases your ability to take sales away from your competitors, increasing your market share. Conducting a detailed keyword analysis is where every PPC campaign should start. If everyone is searching for your competitor, bid on their name and take traffic away from them.

Track everything

What makes PPC unique for eCommerce is its incredible tracking capabilities. Analytics shows you how many people clicked on your ad, how much they spent and how many people abandoned their carts. This gives PPC total accountability, meaning that if the ROI isn’t shown, it isn’t there.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

13 + 5 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

4 Reasons Your Business Needs to Be Using Gmail Ads

4 Reasons Your Business Needs to Be Using Gmail Ads

NEWS

4 Reasons Your Business Needs to Be Using Gmail Ads

Tom Jacobs, Marketing Manager

17 January 2017

4 Reasons Your Business Needs to Be Using Gmail Ads

Gmail ads are an incredibly powerful PPC marketing tool, yet they remain hugely under used and under estimated. They’re incredibly targeted, relevant and cost effective, yet businesses consistently overlook the tool. Here’s 4 reasons your business needs to be using Gmail ads. 

High Click-Through Rates and quality scores

Unlike search ads, Gmail ads don’t actually have a quality score. However, quality score can still be measured. Cost per Click vs. Click-through rate (open rate) gives you a good indication of the quality of key words you are bidding on. A higher click-through rate indicates a lower CPC (cost per click), whereas a lower click-through rate indicates a much higher cost per click. 

The objective is to have a high click through rate, that way more people are interacting with your ads, and you’re paying less for them to do so. 

You can tie in remarketing

Remarkeing is an incredibly useful tool. It uses a person’s internet browsing history to predict future behaviour. If you have an email database of 10,000 email addresses, how many of them are likely to buy from you in the near future? Very few. Remarketing uses a channel in which they are already used to seeing your brand, but is far more bespoke to their specific real-time needs. Are those people more likely to buy from you? You bet they are.

Then you tie in deeper remarketing that sends them ads for actual products they’ve looked at. All of a sudden, you’ve gone from sending out a blanket ‘please buy from me’ email to your 10% open-rate database to sending real-time, product specific ads to interested leads.  

Competitor Keywords

Why limit yourself to bidding on keywords that only relate to your brand? If people are talking about your competitors via email, it’s unlikely to be because they’re really happy with them. It’s more likely to be because they are unhappy with them. An opportunity for a competitor to sweep in? Correct. 

Think about it. How often do you email a business because they’re doing a great job? Not very often? How often to you email a business to; chase up an order, complain, or enquire? A lot more often. Using Gmail Keyword targeting on your competitors names means you can show your ads to potentially unhappy customers of your competitors, and people with an interest in your service, but it yet to choose a supplier. 

There are 4 different advert types

Gmail ads offer you more variation in the way your ad is delivered, which means you can choose a format that better suits your product or service. The 4 types are; Image, Single Promotion, Multi-product and Catalogue. If you are selling a service, then the ‘Image’ or ‘Single Promotion’ format is for you. If you are selling products, particularly if you have a range of products, choose ‘Multi-product’, or ‘Catalogue’.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

11 + 4 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

5 new PPC features that changed the game

5 new PPC features that changed the game

NEWS

5 new PPC Features that changed the Game

Tom Jacobs, Marketing Manager

12 January 2017

The ever-changing PPC world continues to live up to its reputation. From targeting, interface and 40% click through rates, Google has continued to keep AdWords users on their toes. Here’s our rundown of the top PPC changes and new features.

The removal of right-side ads

Back in February, Google removed the right-side text ads from results displayed on desktops. This brought the SERPs closer to the mobile experience. Although surprising at the time, figures from WordStream showed that 85% of paid clicks came from top results rather than side and bottom results, so it’s removal hasn’t changed the user experience a great deal.

Gmail Ads

Gmail Ads allow advertisers to show ads to users within their Gmail inbox. What excites us most about Gmail ads is the degree to which they can be targeted. Where on conventional search advertising you target ads based keywords that people search for, in Gmail, you target ads based on keywords that people are talking about. (Yes, talking about!) To give you some idea of the effectiveness of this feature, we achieved a 40% click through rate on the first day of using it.

Bid Segmentation

In May, Google introduced the ability to segment your bids between desktop and tablet, after research highlighted rapid growth in mobile search behaviour. This gives AdWords users more accurate device bidding, allowing for more ‘mobile-first’ AdWords campaigns. It works by setting a base bid for one device (let’s say mobile), and then you can adjust the bids on the other two devices (desktop and tablet) from minus 100% to a 900% increase.

The introduction of AdWords expanded Text Ads

The aftermath of the removal of right-side ads brought about Expanded Text Ads. The new expanded version of the text ads that we are used to feature two 30-character headlines and an 80-character description line. This change was designed to better suit the mobile browsing world, and early testing suggested that CTR (Click Through Rates) had increased by up to 20%.

Local search ads

Designed to increase footfall in businesses’ brick-and-mortar stores, Google introduced new advert formats in Maps. Amongst the formats were promoted pins, in-store promotions and local inventory search. This opened up AdWords to businesses that do not necessarily follow the usual e-commerce model. With messages that are unique to your area and your customer base, you don’t need an ‘add to cart’ button to get an ROI from AdWords.

In-store Conversion Measurement

Google are trying to improve the measurement of conversions for non-ecommerce businesses. Google analyses your phone location history and assess whether people that clicked on your advert actually visited your store.

This measurement system still has its issues. The number of variables in the gap between clicking the ad and visiting the store are too vast to track with any great accuracy. Many people don’t allow Google to use their location too, which makes measuring your ads ever more difficult.

Want a great, measurable and transparent ROI? Speak to us to see how we can help grow your business through Pay Per Click marketing.

3 + 2 =

Why You Should Be Using Ad Extensions

SEARCH Why You Should Be Using Ad Extensions Shona Finnie, PPC Executive 11 May 2017 What Are Ad Extensions? Ad Extensions are a type of ad format that show extra information about your business on your ads. The more you show, the bigger the ad. The bigger the ad, the...

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