No Landing Page or a Really Bad Landing Page:

The first page of visited to your site lands on after clicking on your Google ad is called the landing page.

A landing page is an essential part of your AdWords campaign and a good one can instantly double your leads from AdWords without sending a cent more on clicks not having a dedicated high converting landing page is a massive mistake based on experience I estimate the typical local business website converts somewhere at around 5% on the other hand a better design landing page can easily convert at 10 to 20% even if we assume it just converts on the low end you’d double the amount of leads you get for the same money spent so that means for every thousand dollars you spend instead of getting ten leads you’re now getting twenty. That difference could easily make or break your month or even your year.

Horrible Ads with low Click-Through Rates:

Most Google ads say basically the same thing and to be honest they’re not all that compelling in the way that they say it as with landing pages are high converting Google ad with a high click-through rate or CTR can also instantly double your leads and the best part is that Google rewards you for having high CTR so not only will doubling your CTR get you twice as many potential leads but you also end up paying a lot less per click that’s because Google has an algorithm known as quality score and quality score determines how much you pay for clicks in AdWords just because you bid the most free keywords doesn’t guarantee your ad will show up in the top position.

Google rewards relevancy and if you can show Google your ad is more relevant than your competitors and CTR is the number one factor used to determine relevancy you can end up ranking higher than your competitors, get paid less per click than they do.

No Conversion or Call Tracking:

We’ve seen that 60-70% of the leads for local businesses come in the form of a phone call furthermore phone call leads tend to be high quality leads because someone who is really a hot lead is most likely going to pick up the phone and call rather than just submit the information through a form on your website. If you’re not tracking call conversions then you’re missing out not only on the sixty to seventy percent of your leads but also your hottest leads not tracking call conversions also means you’re not going to be able to optimize your AdWords campaign well. You can throw a ton of money away on bad clicks if you’re not tracking calls and have the data that shows you which keywords and ads are making the phone ring and which ones are not.

Poor Campaign Structure:

With all the AdWords, books, articles and training courses available it’s somewhat surprisingly even have to mention this; however, I still see AdWords campaigns every week that are set up poorly many times by agencies that should know better and don’t even adhere to basic best practices. One example of poor campaign structure is a single campaign that runs on both search and display networks. Search and display are two utterly different beasts and they should never be lumped together in a single campaign. In fact, I urge you to avoid using the display network to advertise your local business until you develop strong Edward skills and seek additional training. Other examples include only having one ad group having too many keywords and going to broad with the keywords in your campaign. AdWords may not work all the time for every local business. There are some situations where due to high click costs, budget internal sales problem or other issues that even a well-structured AdWords campaign won’t generate a high enough return on investment however in my experience that’s the exception much more often than the rule.

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There’s only one type of ad format and that’s a text ad so if you go to Google and do a search you’ll see an example of what those text ads look like and you can’t input videos or banner ads or anything like that it’s only text ads on there and your ads are only shown on Google’s search network which is a search network. They also give you the option of using their search partner network which are additional Google properties like YouTube and also third-party websites that use Google as their default search engine. So the best practice is usually to start with just using Google because if your costs per click are higher and you’re just starting out and then if you want to get more adventurous and expand a little bit more then maybe include their partner network searches. So, the advantage with search is you can do much targeted ads so somebody does a specific search you can actually serve them back very specific ad in response to that search that they did with. With that being said it costs more because typically these are people who are closer to making a buying decision so there are more towards the bottom of the funnel, more competent people are competing and these costs per clicks tend to be more because of that.

Now when it comes to Google display network, people are searching online but they’re not searching for what you have they’re kind of surfing the net and you’re trying to get your ad in front of them. As far as targeting goes you can target by demographic, you can target by interest, you can target by keywords and you can target by placements. So you can target by age, gender, location, things like that. What type of interest they have so if you’re a landscaper maybe choose people interested in home and garden or finance if you’re a financial planner. You can choose keywords not the same as search because people aren’t explicitly searching for things here but you can choose keywords for pages where you want your ads to display. So if you’re in a hot tub company you can choose hot tub type terms to try to get your ad shown on pages that have hot tub type content and hopefully those people that are reading it have an interest in hot tub and drive traffic to your website or your ad. You can also do placements where you can specifically pick what websites you want your ads to show on. The nice thing with Google display network is they have partnerships with millions of websites. Although, it’s not as targeted as ‘Search’ because these people aren’t really searching for what you have to offer.

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There, click on shared library and it will bring you to this window ’

Under Audiences, click on View and if you click on view in the top right hand corner you will see this and it says remarketing tag as we haven’t got the tag on our site yet saying

Now, click on tag details

At this screen click to see tag details so view the tag implementation instructions, view AdWords tag for websites and by clicking on that it will bring you to this box

This code will work on both mobile and desktop websites. We want to be able to check to make sure that our remarketing tag is working. Install the Google chrome browser on your computer if you don’t have it already. Download the Google tag assistant- this is an extension after you’ve done this then you’ll see this icon

The blue icon is now going to be now sitting on the far right hand side of your browser it’s quite small but you’ll be able to see it there. When you click on that blue tag it will give you a drop down box and it will show you this

Important info to note about your remarketing campaigns the first thing is when you first add your remarketing code to your website you begin to create a list which is the remarketing list and initially it’s not going to have any visitors or users as people visit your website now with the new tag that’ll be added to your list. Okay so let’s go ahead and set our first Google AdWords remarketing campaign. The first thing is to sign in to your Google account

Click on the red plus campaign button and then click on Display Network only. ’

After that give your campaign a name and click on “buy on your website”.

Ive set a daily budget here of $10 and then click on standard delivery and in the next window select ‘no cap on viewable impressions’ because we do want the campaign to get up and running so we’re not going to put too many brakes on our ability to get seen online.

Let’s give our Ad group a name, add a bit in this case somewhere between 50 cents and $2 is fine to get us started and on the drop down box select Remarketing lists

This box will become populated once this is happening you’re over a 100 visitors as previously mentioned you can click on the arrow move your visitors into your remarketing campaign and one you can use.

This is a great feature that Google has implemented if you click on view ad ideas what it allows you to do in this case I’ve entered my website URL it scans your website and actually picks up images and creates ads based on your particular website it’s a good jumping off point it’s not the be-all and end-all of setting display ads but nevertheless it’s a great feature and one you can use. And here are some banner Ad resources if you would like to get some banners made up outside of Google AdWords then head on over to fiverr.com. The other ones you can create the banners yourself inside their software and their banner is sketchy

Just for your information here are some banner ads dimensions for most of the commonly used banner ads

For the best results just remember each of your ads should always include the following keep this as your formula always include your logo, your benefit focused headline, your phone number or your call-to-action and highlight any special offers, discounts, free trials etc. I hope you guys would enjoy this informative article on retargeting you are now well on your way to be able to set up your own Google AdWords remarketing campaigns.

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The Google’s quality score is broken into 1-10 with 1 being awful and your ad will barely show, and 10 being perfect. And your score is calculated every time ads are shown. You can only see your quality score as of today, you can’t see any historical quality score, account quality scoreand it’s on a keyword basis so there is a tool out there called “optmyzr”. It’s a paid tool and if you want to capture and record your quality scores over time, that tool allows you to do so.

Components of Quality score:

Now a question may arise that what is a quality score made up of? Google keeps the exact calculation under close wraps. It’s essentially a secret that everyone has to understand and interpret. But that being said, CTR (click through rate) is the single biggest component of quality score. It’s supposedly around 65%, the remaining portion is down to relevancy of your keywords to your ad and your account history. So essentially the expected click-through rate versus the actual click-through rate, and this is a benchmark against your peers. The other factor that is important is quality of your landing page. It’s about 10% of the actual quality score metric, arguably more important for your customer. And also, ad extensions, its best practice now. Everyone should be using ad extensions.

So that’s it, the components. Just remember, 2/3 of which is click-through rate, a significant to remember. So what is a good CTR?

AD Rank:

Not a component of Quality score, but ad rank is the final destination for your bids multiplied by quality score.

Here’s an example for this:

In this picture, we can see that the advert with the highest quality score gets the best ad rank so you know how critical is the quality score in ranking your ad rank at the top against other CPC having low quality score.

Quality Score Myths:

Quality score benefitting from higher positions – nonsense. That’s wrong. Google factors that in and it understands that if you’re higher up the page you’re going to get a higher CTR, so don’t be conned into thinking that you can just bid more and get a higher quality score as a result.

A higher quality score doesn’t equates to more sales apparently. What it equates to is, improved CPA (cost per acquisition) because you pay less for your bids. The display network does not affect the search network. They both have separate quality scores.

Another myth is increasing your bid boosts your quality score. That’s another lie. That’s not part of the quality score calculation. Its part of the up-rank that your quality score is times your bid to achieve your ad rank. Ok so what is a good quality score? Here’s a chart to depict it.

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In this article we’ll be going to discuss a bit about how to setup Google AdWords campaign. As you do not necessarily need a huge budget to setup your AdWord campaign, you just need a considerable amount of money invested properly and most importantly the success of your AdWords campaign depends highly upon how you’ve planned the campaign. I’ve seen billion dollars campaigns going to waste just because of poor campaigning. So one should have a clear goal in order to succeed. Now, you must be wondering that what actually a Google AdWord campaign is. You’ll get a very good idea of it from the illustration given below.

step is that you should have a Google account. If not you’ll have to make one to sign in which you can make through visiting google Adwords dot com.

Now the next step is signing in and when you sign in you’ll get a screen which is similar to this

Now what you’re gonna do is you’re gonna hover over to +campaign button and then select ‘Search Network Only’. Now you’ll come up with a screen similar to this

Now the options that you’re seeing. They vary according to your business and I’m going to set up a campaign for my own business. Now you can create multiple campaigns according to your business niche. Here I’ll be taking an example for creating a campaign for a website design. For that we’ll fill out the details such as campaign name etc. After naming our campaign, we’ll move down to the type selecting all features as we want all features to be implemented upon. Then going down on locations we’ll target the locations on which we would be running our campaigns on.

Now coming down on bid strategy we’ll be sticking on the default manual CPC and set our default bid which is how much we’re willing to pay per click and our budget per day. We’ll just leave the add extensions for now.

Coming down to the ad scheduling we’ll notify the start date of our campaign and the days and the time that our campaign will be running on. After setting up all this we’ll click on the save and continue button located at the bottom of the page.

After clicking that we’ll land on this page and this ad group name is basically the sup-group for your main campaign. So, in the final URL you’ll basically type your web address domain for which your website needs to be put up. The headline 1 and 2 are basically headlines of your Google ad and description is the small description that will describe your ad. Taking our example of website design and filling all the details your ad will look like this

Now when you’ll hover down to the Keywords section you’ll see keywords suggested by Google like this

Now it’s up to you to select keywords by Google else its best if you search up and write down your own keywords as I have written above in the example. Now after selecting the keywords you’ll click on the save ad group button at the bottom of the page.

Then we’ll get a keyword planner which will be live. Now it depends upon you to choose from different keywords matching types broad, exact or phrase… so choose what best fits for your campaign.

What we learnt so far…

Basically you’ve seen how to setup your Google Adwords campaign by giving your campaign a name, selecting the locations where you’ll be targeting your campaign, set up your budget and the time frame in which your ad will be running, how to customize your ad so you know how will the users see it and then finally input the keywords to be targeted for your ad campaign. I hope this article helps you in setting up your Google campaign. Gracias!

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While talking to group of PPC mediums, the topic of Bing Ads vs Google Adwords surfaced. Google Adwords turned out to be the winner because of greater loyal base and results to prove worth. But what was noticeable thing in the debate was the fact Bing Ads advantages are not known to many. This article is not about promotion of Bing Ads, but rather a neutral view of which campaign platform works betters.

Target Audience

While working through different campaigns we realized that Bing Ads works for much mature audience of middle age to early forties. So if you are into business like home services, advertising through Bing Ads can be pretty fruitful. The Google Adwords on the other hand, has huge chunk of young people. So products and services focused on teens and young adults have better results on Google Adwords.

Size of Competition

It should also be kept in mind that Google Adwords has a much bigger pool for high volume traffic generation. The number of people who uses Bing Ads is undeniably low, but the quality of relevant clicks has higher probability. When we analyzed through a sample test run campaign, the results show that overall conversion ratio of Bing Ads are higher with lower cost per click (CPC), minimal cost per lead (CPL) and better positioning. There is much less competition that gives you a wider ground to show your advertising skills with creativity to showcase in a unique attention-grabbing way.

Better Option

No one can suggest you to import all your campaigns from Google Adwords and run it on Bing Ads exclusively. As the Google Adwords is an expert player that your team has probably greater experience working on and generating sure shot results. But Bing Ads is more like an untapped platform that might support you more than you expect. It needs to be explored by continuous trial with margin of error kept in mind. One should know the limit of budget that needs to be invested and should stick to it. The advantage of Bing is that it provides import from Google campaign option, that reduces the work requirement to start from scratch, yet there are few technicalities that you need to manage on the way. The most prominent limitation is that keywords cannot be edited when you import from Google, rather you need to set new campaign for the purpose.

At last we can say depending upon the nature/ size of your business, you should identify the platform that works for you. But you can give both of them a fair chance to check the worth of your money at the very minute, giving you long-term benefits.

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Pay Per Click (PPC) is the need of the day for businesses that want target customers to be aware of the brand or its new offer. In PPC you bid for a highly relatable keyword, so when it appears on paid listing of search engine/ social media and is clicked you pay for it. You can always limit your budget or pause the campaign.

As it is said that 71% of the internet queries are satisfied through search engine so learning PPC is worth the pain.

Learn From Different Sources

There is a lot of material available on internet related to PPC, and the best part is that it is completely free. So check from different sources like presentations, tutorials and anything else you find on internet. But do make sure that you go for authentic sources like slideshare, youtube. But first you should start with the bibles of PPC like Search Engine Watch and Search Engine Land. Take a lot of notes before going to implementation part.

 Try What You Have Learned

Create an account on Google Adwords and try to implement what you have learned. It is best that you start with a product from client, but you can also go for some of your own interest product too. Start from keyword research and build a PPC campaign. Make sure that the landing page is predefined and have been built in accordance to the call to action facility. Remember, PPC generates quick results so having a BUY NOW feature is crucial for the landing page. Try with different variations of advertisement and allocate small budget initially.  Analyze and find out what works best for the business and continue with it.

Keep Yourself Update

You can even learn from experts in the field by following their blogs, interviews and tutorials to find the best practices.  Join different groups and forums to be an active PPC learner having real time interaction with those who have been in business for a longer period of time.

These are few easy steps to learn PPC based on which you can also join the league of the instant return internet marketing strategy.

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No matter you are employing Pay Per Click (PPC) for the first time or have been old in this game, calculating return on investment (ROI) is crucial to better functionality and campaign optimization.  Some people work on cost per conversion only, quickly calculating it in mind and going ahead with next campaign initiation. The strategy has worked for many people, yet it is best to do a bit more homework, for better results. There are three basic components on which return on investment should be calculated.

• Conversion Ratio (CR)
• Average Sales
• Cost Per Click (CPC)

It should be kept in mind that conversion ratio and average sales are directly proportional ROI, which when increased lead to increase of ROI. The cost per click has inverse relationship with ROI, as if the cost per click increases, the ROI decreases.

Formula of ROI

(Profit – Cost)/ Cost

Return On Investment In PPC- Real Term

The ROI can be calculated by being very clear about what will be included in cost and way to calculate profit. PPC click cost is not limited to PPC campaign only, rather it includes all the cost associated in making and delivering the product or service. It should include the salaries of customer support representatives, employees involved in cold calling and fixed cost of running the website with the aid of technical staff, servers and equipments.
Even before starting the PPC campaign you should be clear about the way to maximize profit within best cost. Here multiple technical factors including right keyword and setting right budget within the right time frame. Profit can be calculated in two ways:

• Profit Per Impression
• Profit Per Click

Depending on your product/ service, you need to decide in what terms will you be working in PPC campaign.

The Easy ROI Calculation

Many advertiser use return on ad spend (ROAS) to calculate the return on investment. Though calculation lack depth, but it s a good way to start with PPC calculation and bid management.

The formula is as follows:
(PPC Revenue – PPC Cost) / PPC Cost
There are a number of tools available online that can aid you in managing ROI in the best way, by telling you the CPC benchmark in your industry. The CR should be at least 1% while for lead generation 3-5% is better.

Hence the basics of calculations remain same, but you should explore new ways to optimize your PPC campaign.

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SEO Vs PPC

Being part of digital age, internet marketing has become crucial for survival in the online world. The cost of marketing online has significantly reduced over the years with traditional marketing taking back seat. If you talk about the PPC and SEO, there is a fight of which is beneficial. People in business are always confused in which one to choose, so here the experts come into the battle field. Varying as according to the stage your business is in, both have their own significance.

Search Engine Optimization Strategy

SEO consist of variety of strategic way by which one brings maximum number of visitors on website. The ultimate purpose is to be not only top of the mind solution provider to customer but also to the search engine. This is done by achieving the goal of appearing high on the search engine ranking page (SERP). This is a time consuming process as it requires better organic results attainment by employing diverse strategies for an extended period of time. The major strategy is the use of keyword rich content at the right place that is able to drive long tail searches smoothly.

Pay Per Click Advertisement

PPC is a model of internet advertising in which when a potential customer clicks on an advertisement and lands on website of interest. As it is more expected that visitor clicked on the advertisement with the intent to satisfy his certain, indicated in ad, need. It is the means of generating direct form of traffic on the website with the use of worth a click advertisement and well designed landing page. The expertise is required to choose the right medium to display your advertisement and instant results are generated.

Long Term Relation Vs Short Term Fame

SEO is an on-going process that starts with small but consistent results more like a relationship that takes time in strengthening. The PPC, on the other hand, generates results the moment you start putting money. In many cases the result decreases drastically the moment you stop investing your budget. Hence it can be said that PPC is more like fame that is instant and short term.

So is SEO better than PPC?

The answer is NO, as for generating awareness about product or promoting a new offer PPC is the best option. But if you back it with proper SEO, you can make long term growth too.

Therefore using both SEO and PPC together can aid you in sustaining your position in the market.

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Google Adwords vs Google Adsense

Google is a free search engine that has build customer base over the years. As it is a online behemoth that is not based no money making framework working on charity. So the strategy to make money is through Google Adwords and Google Adsence.

It facilitates individual and business owners to make money by advertising and publishing contents on Google and its affiliated partners. Many people get confused between Adword and Adsense.

Google Adwords for Advertiser Advantage

We will try to understand the concept by considering advertisers in mind, as they are the ones who reap greater benefits from it.

Comparison with Off-line Advertising Concept

We will try to understand Google Adwords by searching through old school off-line advertising concept. In off-line advertising, campaign on electronic and print media was employed for reaching customers, which cost a lot of money with return on investment (ROI), calculated in long-run. But the internet has made everything quick and crystal clear. Today bigger and better campaigns are run on the gigantic search engine Google and their affiliated websites. These campaigns termed as Google Adwords, are run by Google to support the functionality of their free tools and on parallel level support different advertisers to showcase their product and service.

Setting Up and Managing Campaigns with Adwords

Like traditional advertising hitting the right people is crucial for result generation, so when you setup a campaign Google Adwords system helps you in choosing right keywords that helps in reaching relevant audience. The setting up of Adwords account is free, although to create and run campaign you need to set budget. It can be based on either cost per thousand impressions (CPM) ratio or pay per click (PPC) ratio that you decide when starting off with the campaign. You can easily manage time period of campaign by either the success ratio or run out of money. The best part is that you can even pause/ stop the campaign in between the time you have specified in the beginning.

This helps your ads to reach the search engine result page of your potential customers. Hence when your customer search for something related to your business they see your advertisement.

Google Adsense for Publisher Advantage

Google Adsense is an account set up that distributes ads that are available on Google Adwords. It is not limited to search engine results only, but also to relevant websites. Here publisher gets the edge, so its perspective is considered.

How To Showcase Your Website

Being a website owner, publisher, you can easily earn money by showcasing advertisement related to your website. You just need to make an account and share your website and update your information. Taking an example of fashion trends website the concept can be explained. If your website tells about fashion trends of women, you can make money by having advertisement of brands selling clothes, accessories, shoes and much more.

Why Google Adsense?

Google Adsense is more reliable,easy to setup and safe payment program than other advertisement options. Google Adsense does it for you and in return you get money through them instead of having it directly by different brands.
Hence Google Adwords is an advertising mechanism, while Google Adsense is the distributor of these ads.
Please watch this video for understanding it in better way..

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