Pay Per Click News

Dynamic Remarketing For All

Google’s dynamic remarketing being available only to ecommerce businesses will soon be a thing of the past.  Over the next few weeks, Google is rolling out dynamic remarketing to all verticals.  For those of you not familiar with dynamic remarketing, it is like regular remarketing with a sophisticated brain. It allows advertisers to show more tailored ads to previous website visitors.  The ads contain the specific products or services that were viewed by a visitor while on your website.  For example, a   dentist has many services, including dental checkups, implants, teeth whitening, invisalign, etc…  Dynamic remarketing ads are generated based on the specific service(s) that each individual site visitor engaged with.  A visitor looking at a teeth whitening landing page would we served a teeth whitening ad, a visitor that viewed information on dental implants would be seeing implant ads, and so on. This allows business owners to use remarketing far more intelligently than was previously possible. In order to use dynamic remarketing you will need: Separate pages for each of your services. Additional budget to put toward dynamic remarketing (5% of your existing budget should be sufficient). A feed of your services.  The templates for the feed can be downloaded here (we can do this for you). There are templates specific to many types of business.  If your business type is not listed you must use the custom template (again, do’t worry we can take care of this for you). Implementation of a new remarketing pixel (yep, we will do this as well). Note: Dynamic remarketing is not currently available in all accounts. It is being rolled out...

Paid Search Text Ads Deconstructed

All ads are not created equal.  Google continues to add and evolve their paid search ads.  When viewing  ads on Google, there are basically three categories.  First is a basic ad, which contains all required information to run paid search.  Then, there is the paid search ad on steroids, which includes all the bells and whistles available in AdWords.  Finally, there’s the paid search ad that lights up like an airport landing strip, utilizing all the AdWords extensions available and also qualifies for extensions that are not controlled within AdWords at all.   The Basics   Five Basic Components   Every ad has five basic components that are all required to run a paid search ad.  These items are highlighted above and listed below. Headline Description Line 1 Description Line 2 Display Url Destination Url The headline and two description lines are used to advertise your business. The display URL lets searchers know to which domain your ad is going to take them. The destination URL is not visible, but it is the actual landing page a person who clicks your ad will be directed to.  Our goal is to entice a relevant searcher to click on your ad.  Google does not always use the same format in their ads.  We cannot choose the format that Google selects when your ads go to auction.  We can use punctuation and different formatting to try to accomplish the format we prefer, however in the end, Google is always in control. Below is another format:   AdWords Ad Extensions:   You can take your ads to the next level with Google provided...

Tis the Season to Starting Thinking about the holidays

Google has shared their holiday calendar outlining the biggest days for shopping online. Even if you’re not selling a product online, that doesn’t mean you’re excluded from holiday advertising. Are you offering a holiday special on your services? Are you dressing up your website for the holiday? It’s time to get into the holiday...

How to Win with Paid Search

Advertisers use paid search to drive relevant traffic to their website. Much care is taken in generating the perfect keyword list and the most engaging ads. But advertisers can’t stop there! Even if you have the most seamless paid search campaigns, there are still many things an advertiser must do to be successful. If you follow the six bullet points below, and have a A+ team managing your paid search campaigns, you’ll be sure to win in the online space. Be competitive – if your competition is offering better services, products or pricing than you, you will have difficulty being successful. Have promotions – offer a discount to those that visit your site, it will make searchers click your ad more often if they are getting deal. Be different – have a good value proposition. Great service doesn’t cut it. If you were shopping for your service or product, what would make you click? Stay consistent – if your customers click on your ad, and your website does not reflect the same promotions or value proposition, you will lose them. Create an great landing page experience – an attractive well put together landing page will decrease your bounce rate, increase time on site and decrease the likelihood of the searcher moving on to the next search result. Clear call to action – make it clear to the visitor what you want them to do. Should they call you, submit a form, or something else? Make it clear and make it easy to contact you. And don’t forget, paid search is not something you turn on, try for a week...

Bidding on Competitor Terms in PPC

Bidding on competitor terms in paid search is a controversial topic. With the right strategy, you can benefit from showing up with your biggest competition. With the wrong strategy, you will simply (and quickly) throw money away. The following tips can help you win with competitor keyword bidding:   Pick and choose your competition. When it comes to PPC, don’t pick companies you have no advantages over, pick competitors that you have at least one thing that you do better than them. If it’s better prices or services, do not pick something that completely towers over you. That’s just throwing your money away. Also don’t pick all of your competitors to bid against. Start off with only a few companies to bid on so you do not destroy your budget and waste your time. Make sure you differentiate. If your competitor is the cheapest, perhaps you are the fastest. If they are the most experienced, maybe you are award winning. Stand out from your competitor or don’t compete against them. Sometimes your competitor will be selling the same thing you are trying to sell with a slight difference. In a case like this it would be OK to bid on their brand terms as long as you’re within the trademark guidelines. In other cases the company may only be competing with you in one area. For example, if you are competing with Target, don’t bid on the word “Target.” That’s just wasting money but instead narrow the search to “Target lamp fixtures.” Make sure you only bid in areas where you directly compete. Even though you are bidding against...

Using AdWords to its Potential

Adwords when used to its potential is so much more than simply an ongoing promotional method that you just leave quietly running on autopilot in the background.  Yet that’s exactly what the vast majority of Adwords advertisers do, same keywords, same ad copy, and same landing pages month after month.  And of course, you get the same (or more likely steadily worsening) results. A Fresh Start Make 2015 the year where inertia ends and your Adwords campaigns become a living, breathing part of your business, that helps you achieve the goals that by now you have surely set for the year. So how to do this?  Simple, let’s break it down. First, think seasonality When are your busy times, when are your quietest times.  This might be months of the year (for example if you sell roof replacements, winter might be quiet).  If you run a restaurant Mondays might be quiet.  Whether it’s a time, a day or a period, it doesn’t matter, the point is that you can run ads to help reverse this. For example: If Monday evenings are slow, run a promotional ad with a discount If it’s winter, change your remarketing ads so that anyone who has seen your site during the year can consider your winter specials. Schedule changes to maximize the benefits to your business at the times it needs it most. Second, think events Whether you sell cleaning services or dental implants, it doesn’t matter, promotions tied to events work. So think, mother’s day, spring break, Valentines, Halloween. The event itself doesn’t matter, just come up with a link to your offer,...

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