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...

Google Shopping Arrives In Ireland

If you run an e-commerce business and sell online through your website in Ireland something exciting happened in the build up to Christmas.  That is Google shopping was finally rolled out to Irish Google AdWords advertisers.  This posts gives you the background to shopping, what it is, whose it for, what it can do for you and what the likely benefits might be.  Read on… What is Google Shopping? Google shopping allows advertisers to show their product images, together with a price &  description, next to normal text ads in Google’s search results.  And just like text ads, you only pay when someone clicks on one of the shopping adverts and goes through to the advertisers website. A brief history of Google Shopping Google shopping is new to Ireland having rolled out just last month (that’s December 2016 for those reading this after January 2017!).  Although new to Ireland this feature has been around in other jurisdictions for several years. Today, Google shopping ads are available in the following countries: United States United Kingdom Germany France Japan Italy Spain Netherlands Brazil Australia Switzerland Austria Belgium Ireland Denmark Mexico Norway Poland Sweden Turkey Czech Republic Canada India Russia Who is Google Shopping for? Google shopping is not for every type of business or Google AdWords advertiser.  You must have an e-commerce website capable of taking payments online.  Your products must be available for direct purchase on your website.  Also, the link in the product listing in Google’s search results must go directly through to the same product on your website.  You must provide information on your site in relation to purchase, delivery, cancellation etc...

Top 5 Christmas Wishes For Google AdWords Improvements

2016 has seen some pretty seismic changes in the Google AdWords Advertising.  The one that might prove to be the most significant has happened in the last couple of weeks, that is the introduction of Google Shopping In Ireland.  This new functionality will give a e-commerce websites an opportunity to display their products directly in Google’s search results showing images and prices of products on sale from their websites. Other notable changes include the disappearance of right hand side text ads (to make room for Google shopping ads) on desktop search results and the introduction of the expanded text ad format giving advertisers nearly 50% extra ad space to work with in the main text fields.  We’ve also seen the introduction of demographic targeting for search ads and new ad extensions such as the very recent message extensions being rolled out. Despite all these fantastic improvements in terms of features and the opportunities it affords Adwords Agencies and individual advertisers alike, it would be hugely beneficial if some of floors in the functionality of Google AdWords could be addressed.  We spend hours each day within both the AdWords interface and the offline AdWords editor and over the last few months we have been keeping a note of our gripes.  So Google, if you are listening, below are our Top 5 Christmas Wishes For Google AdWords Improvements. 1. AdWords off line It doesn’t happen very often but when it does, it’s a real frustration.  It’s totally reasonable that from time to time a system as complex of AdWords would need to be taken off line, however, being forewarned of upcoming maintenance would allow work to...