Google Is Rebranding its Ad Line-up, with AdWords Becoming Google Ads

Google Is Rebranding its Ad Line-up, with AdWords Becoming Google Ads

July 24th will be remembered as the day Google started rebranding their core products. One of their most popular products since 2000 AdWords just became simply known as Google Ads. These changes are being done in lieu of a new approach to advertising strategies handled across a broader range of platforms. Rebranding and Reworking with the User in Mind According to Sridhar Ramaswamy, senior vice-president of Google Ads division, Google decided to redesign and simplify their products interface making each function easier to handle by base-level users. The company is seeing this process as a way to bring one step closer their marketing tools to an ideal point to be approached by both professionals and beginners alike. While the change seems to be a big one, the company has stated that most of the rebranding is mostly a cosmetic facelift as well as a new approach to their business model to let more users use the new audience-targeting features to create custom-made marketing strategies in accordance to their visions for business. Three New Brands The Google Ad products will be presented from now on as three independent utilities, with Google Ads continuing to be front and centre as the main advertising portal, providing users the ability to advertise on all Google surfaces (Search ads, Display ads, YouTube videos ads, Google Play app ads, location listings in Google Maps, etc). Google is also launching a brand-new function nicknamed “Smart Campaign”, an advertising product that will be the default mode for small business advertisers. With the help of machine learning technology, Google Ads will optimise the text, images and targeting for...
PPC Advertising –  Google AdWords Campaigns

PPC Advertising – Google AdWords Campaigns

In addition to optimising your site to make it appear as well-positioned as possible, PPC is another indispensable tool in an integrated web campaign and is sometimes the right and quickest choice to achieve greater visibility and generate traffic to your website. If you are looking for ways to advertise your website on the internet, you have certainly heard of Google AdWords, the most effective PPC (Pay-Per-Click) advertisement system. The text adverts (sponsored links), are intended to promote your products and services prominently, making your brand stand out in front of the competition, being evident in the search engine result pages (SERPs). The methodology is simple: Define your target audience, write an objective Ad presenting your business/service, then set the keywords and finally choose how much you are willing to invest. Based on the PPC system, you will only pay a certain amount for this service when a consumer clicks on your ad. These ads appear based on the search terms, appearing only when they are most relevant, which results in more qualified traffic to your site. That is, advertising on Google increases your chances of receiving visitors and get sales because Google AdWords ads are only presented to anyone who is already interested in the product. This makes AdWords campaigns one of the most effective advertising options online. Creating an AdWords campaign is a relatively easy process, but to increase the return on investment of your ads you need to create high-quality campaigns, which requires knowledge and active and ongoing hands-on management.  Benefits of AdWords Campaigns Advertising on Google through Google AdWords offers a remarkable range of advantages...
Preparing Your PPC Campaigns for Black Friday and Cyber Monday.

Preparing Your PPC Campaigns for Black Friday and Cyber Monday.

Black Friday is just around the corner, literally only a few days away, and a lot of advertisers are still not ready for what is one of the most important e-commerce dates of the year. If by any chance you are one of them, don´t despair, despite not being the ideal solution as most of this preparation should be made with weeks in advance, it’s not too late to make some last minute changes that can leave your site just a click away from the multitudes of users who are looking for the products you supply and help you generate a very positive return on investment (ROI) In this digital era, instead of pursuing a particular product in a crowded mall, the majority of consumers now prefer to access the web to locate specific products and buy them online. After conducting an online search, people are looking for the best deals, which are often listed in Payed Advertising, particularly Google Ads. And this further endorses the importance of Pay Per Click (PPC) Advertising. Thanks to the increase in the consumer’s interest in making purchases because of all the discounts and promotions, with careful planning and by following our recommendations below, you will be able to increase your store’s traffic and consequent sales. Create new, or adjust your existing Ads and their corresponding keywords. Online shoppers change their shopping mentality during the Black Friday season. It is of vital importance that you also change your Ad copy’s and use keywords that reflect this buying mood to boost more search volumes related to it. During Black Friday, all PPC ads should...
Latest Google AdWords Daily Budget Update.

Latest Google AdWords Daily Budget Update.

A major update in Google AdWords has affected most advertisers in the last few days. Somewhat controversial, this modification takes full charge of the platform’s daily budgeting system. The change went into effect on October 4, the same day Google announced it on Twitter: For Google, doubling the daily budget limit on days of heavy traffic is the solution to balance the frequency of ad serving. From now on, what will command your daily costs will be the traffic, i.e. the volume of demand for the advertised item or service. Why did Google decide to make this change in the daily budget? What Google said in the AdWords Help Centre is that this measure is aimed at improving advertisers results, as it will take advantage of good traffic days to balance with the low traffic ones. The rationale behind this is that internet traffic is like the ocean waves. Some days the waves are small, and others they are huge. So if your ads are not served because of low traffic one day, they will run more often on another day when the volume of traffic is higher. In these cases, Google will embrace the “wave” and will only stop when it reaches twice the daily budget. Will this mean advertisers will pay more? No, even if your site has atypical traffic, getting high volumes every day, Google will under no circumstances exceed your monthly budget limit. Let’s see how they explained this to us: “Imagine that you have a budget of $ 5 and that the billing cycle is 30 days. During the month, you realize that costs...

The positive impact of negative keywords

Negative keywords neglect We took on the management of a new AdWords account a few months ago.  This Company were not new to AdWords, in fact they had been running AdWords campaigns on and off for over 10 years. When we first got access to the account we went through our standard AdWords health check to get an understanding of where this account was in terms of performance. We were shocked.  Actually, we were flabbergasted to find that despite having multiple campaigns, each containing several ad groups and well over 300 keywords, with a healthy budget in excess of €100 per day, this client did not have a single negative keyword in their account. There is only one scenario where this type of setup could work.  This is where you only use [exact match] keywords.  This certainly was not the case – this account contained keywords of different match types, without that is, the all-important negative keyword match type meaning the account was running wild. Upon detailed review, we found the client was wasting over 20% of their spend per month on irrelevant, nuisance clicks Quick recap – what are negative keywords?  So what a negative keyword?  Essentially by adding a negative keyword to an ad group, will stop your adverts triggering if that term is included in the search. For example, if you sell luxury leather handbags, you probably do not want your ad to trigger when someone searches on ‘cheap leather handbags’, so what you can do is add the keyword ‘cheap’ to your negative keyword list.  Once done, going forward your adverts will never again show if...

Single Keyword Ad Groups

I am a personal fan of the account structure in a Google Adwords account.  I like the hierarchy that exists and the flexibility it provides.  Over the years this has facilitated a lot of experimentation on the best way to set up accounts to achieve the best possible results for both ourselves and our clients. AdWords Account Structure Credit: Wordstream   If you are familiar with AdWords accounts you will be familiar with this set up too.  And it is probable, like me you have also tried different ways to set up your campaigns as well within the hierarchy illustrated above. There ae many variables one can affect within an AdWords account. The number of keywords in each ad group is one of the most important.  In this post we are going to look at Single Keyword Ad Groups and the reasons for an against setting them up. What are Single Keyword Ad Groups? Single keyword ad groups (SKAGs) as its name might suggest is an ad group in an AdWords account that has a single keyword in it.  This could be constructed in a couple of ways: For example you might have one specific keyword (in this case key phrase) in the ad group with the keyword match type you desire.  Or you might include multiple keyword match types with the same ad group using different bids to allow them to trigger differently. As AdWords has evolved and our understanding of it has increased over the years we have gravitated towards this set up.  Lets consider the pros and cons of doing this: The Pros of Single Keyword Ad Groups...