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How To Write Successful Text Ads That Effectively Reach Potential Customers

How To Write Successful Text Ads That Effectively Reach Potential Customers

SEARCH

How To Write Successful Text Ads That Effectively Reach Potential Customers

Shona Finnie, PPC Executive

8 June 2017

4 Reasons Your Business Needs to Be Using Gmail Ads

Text ads are the most common ad format on the Google Network. Whether you are looking for a service, a company, location or more information on a subject, where do we go for that information? The Search Network.

Let’s say you work for a company that provides a pet grooming service. If someone in your location is looking for your services, they are most likely going to search on Google for them. You want to be the first ad they see on the Search Engine Results Page (SERP).

Include Prices, Sales Promotions And Exclusive Deals

This gives your customers an idea of what to expect. By showcasing how much a service is, they aren’t going to receive any unexpected surprises if the price is more than they are willing to pay.  This also means that you will have an increase in CTR. The better the CTR, the better the Quality Score.

Include At Least One Of Your Keywords.

When searching for an item, for example, ‘Digital Cameras’. A customer will not read everything that appears on the page. Naturally, their eyes will scan for ‘digital cameras’. This is so they can quickly navigate to the item they are looking for with minimal effort. By including your keywords in your ad, it shows relevance to what people want. Ad Extensions

Add extensions are clickable links that allow potential customers to navigate quickly to the page they are looking for. For example, often people are looking for the ‘About’ page of a website to know a little bit more about the business. This provides easy access to your website. Not only do add extensions improve customer experience when clicking on your ad but they also make your ad 50% bigger, taking up more of the page making it more visible.

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

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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...

Why You Should Be Using Ad Extensions

Why You Should Be Using Ad Extensions

SEARCH

Why You Should Be Using Ad Extensions

Shona Finnie, PPC Executive

11 May 2017

Why You Should Be Using Ad Extensions

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 more eye-catching your ad becomes to a potential customer. Not only do they increase the size of your ad but they also increase your quality score. It’s a no brainer.

Location Extensions:

Location extensions are available globally on the Search Network, Search Network With Display Select & Display Network Only. Location extensions show a clickable link of the location of your store on your ad. Once a potential customer clicks this link, they are directed to Google Maps to where your store is located.

Call Extensions:

Call extensions are available globally on the Search Network, Search Network With Display Select & the Display Network. Call Extensions show the phone number of your business in the ad. Although on desktop it is not clickable, it is on mobile. This allows customers to call your business with one click when using mobile.

Sitelink Extensions: 

Sitelink Extensions are available globally on the Search Network Only – All Features, & Search Network With Display Select – All Features. Sitelinks are one of the most important Ad extensions as it can take your ad and make it double in size. Not only is this good for attracting attention however they also better customer experience by making the navigation process to a page on your website swift and easy.

Review Extensions:

Review Extensions are available globally on the Search Network – All Features & Search Network With Display Select – All Features. Review Extensions show third party reviews that you must manually insert. This is a good extension to have as many people look for reviews before converting & it showcases something not many ads have.

Callout Extensions:

Callout Extensions are available globally on the Search Network Only – All Features & Search Network With Display Select – All Features. Callout extensions show a small selection of the services that your business has to offer. This helps potential customers have a better understanding of what your business does.

App Extensions:

App Extensions are available globally on the Search Network Only – All Features & Search Network With Display Select – All Features. App Extensions are only available on mobile & tablet as they offer a button for users to click that automatically directs them to the app store, to download your app.

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

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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 is Quality Score & Why Does It Matter?

What is Quality Score & Why Does It Matter?

NEWS

What is Quality Score & Why Does It Matter?

Shona Finnie, PPC Executive

14 March 2017

What is Quality Score & Why Does It Matter?

Quality Score is a metric Google created to measure the quality & relevance of your ads. It is used to determine your Cost-Per-Click, along with the position of your ad on the Search Engine Results Page (SERP).

Quality Score is made up from three components;

Expected CTR – How likely a user is to click on your ad.

Landing page experience – How relevant your landing page is, in comparison to the ad.

Ad Relevance – How relevant your ad is to a keyword or a user’s search query.

AdWords takes this data and assigns a score from 1 to 10, to your ad. 1 being the worst and 10 being the best it can be.

Put simply; Google uses quality score to make sure that its users are constantly receiving relevant information. As advertisers, we can also use this to our advantage. By having a high quality score, not only are we decreasing our ad spend but we are only appearing on relevant searches. The more relevant your ad/landing page, the more likely the user is to convert / need your services.

Increasing Quality Score

Ideally, you want the highest quality score possible and although not guaranteed, there are a few things you can consider to help improve your score.

Organised Account Structure: By having your ad groups and campaigns arranged into tightly-knit themes, it will provide accuracy within your ads.

Landing Pages: By having a good-looking landing page that is also relevant to your ad/keywords, you are improving user experience. The more relevant and easy to use your website is, the more likely users are going to stay. This also will decrease your bounce rate.

Keyword Optimisation: Make sure all keywords are relevant to their ad groups, while still looking for new ones that are more accurate.

Adding Negative Keywords: Constantly monitor the search terms report to keep track of the keywords your ads appearing for. Negate irrelevant keywords to avoid irrelevant clicks.

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

7 + 14 =

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.

7 + 13 =

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.

2 + 8 =

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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