Expanded Text Ads have arrived

Whenever there is an announcement of a new feature in Google AdWords the ears of the SWOT Digital PPC Team prick up.   As anyone who is a follower of the Google AdWords blog will know updates are not uncommon. However, they are generally not seismic and typically do not make front page news, even in the very niche world of pay per click advertising. A recent new feature though, that of ‘expanded text ads’ is certainly one to shout about or at the very least draw people’s attention to. This is a potential game changer and one you might not be aware of just yet as this was only released in closed beta to a few selected Google Partner companies like ourselves. We are currently rolling this out to our clients and we are really excited about the results it might yield for them. What are expanded Text Ads? As their names suggests, the ads are larger, considerably larger in fact.  Previously ads one headline of 25 characters, then two description lines, each of 35 characters each, giving a grand total of 95 characters to write a search ad.  The looked like this: The new expanded ads, have not only increased in size but also in composition.  We now have available two headline, both of up to 30 characters each and then a description of up to 80 characters. This means we now have 140 characters to play with when we write our ads.  This is equates to a 47% increase in characters.  And this is what a new ad might look like. What does this mean for AdWords Advertisers?...

69 AdWords Tips To Save Your Time & Make You More Money!

It’s a ballsy claim, but one I can stand over.  Implementation of the below will without doubt improve your AdWords campaigns and all things being equal will deliver real results.  Lets go. Define your Goals for AdWords and what it is you want to achieve. Use the keyword planner to find keywords. Use other sources to find great keywords like your customers, your staff and your competitors. Look at traffic estimates for keywords in the locations you want to target. Find trends in keywords search volumes by looking at larger areas. If your products or service are seasonal make your adverts seasonal. Include a call to action or unique selling proposition in your ads. Reinforce your CTA or USP on your landing page. Have a clear connect between the keyword someone searches with, the advert that search triggers and the landing page they arrive on. Make the offering in the advert clear and make it standout. If you have a special offer include it. Use call-out extensions and grab an extra line of ad copy real estate. Don’t forget to include your phone number in your ads so people can click and call from their mobile and see your number without clicking your advert on any device. Have only a few keywords in each ad group that are high related to each other. Assign each ad group a primary keyword based on the words you most want to get traffic from. Name your campaigns and ad groups with a logic that makes sense.  Don’t confuse yourself. Use AdWords Editor for all major work, but me mindful that it can’t do...

5 Killer Google AdWords Features You Should Be Using

If you are a small business owner you are likely familiar with Google AdWords advertising. You’ve probably been approached by numerous Google AdWords agencies and/or Google themselves, maybe enticing you in offering sign-up incentives likes this:   Google AdWords Promotional Credit Offer   You may have decided to run with AdWords and are currently using this advertising channel to push targeted traffic to your website. Maybe you have adequate resources in-house and are doing it yourself, or maybe you decided to outsource this to a third party to manage this for you. If you are currently using AdWords you are probably wondering if you are getting the most from it and if you are using an agency, whether they are doing a good job for you. Below I discuss five great features of AdWords that if you are using AdWords in any shape or form should be very familiar with. Google AdWords Change History Report This is a biggy, particularly if you are outsourcing your AdWords management. You can find it in your AdWords dashboard under the tools drop-down menu as shown below Change History Report in Google AdWords   Here you can see a history of all the changes that have been made to your account. This is the first place you should look if you are not happy with the level of activity on your AdWords account and are concerned your AdWords agency are not working as hard as you want them to.  Any changes that are made are detailed and dated going back to the beginning of your AdWords advertising. It’s also a very useful tool,...

SWOT Digital Limited achieve Google Partner Accreditation.

Recently SWOT Digital were certified by Google, as Google Partners. We are delighted to achieve this accreditation and look forward to working with Google, to better serve both our existing and future clients. Why is Google Partner accreditation important? 1) It gives our existing customers the peace of mind that their AdWords Accounts are being setup, optimised and managed by a company that meets Google’s high standards for Google Partner accreditation 2) It informs prospective clients that SWOT Digital are serious about AdWords.  We have satisfied Google’s criteria to have been awarded Google Partner status. How did we achieve Google Partner accreditation? Qualifying Google Partners must: 1) Pass a number of examinations set up Google. These exams cover different areas of Google AdWords including the search network, the display network, video advertising and Google Analytics 2) Adhere to best practise in Google AdWords management such as improving the quality score of keywords, using location targeting and topic targeting. 3) Maintain a client spend of over USD$10,000 over a continuous 90 day period. Do you need a Google AdWords Partner for the management of your own Google AdWords account? A Google AdWords partner should know Google AdWords inside out! You might be managing your own AdWords account in house at the moment and are seeing good results. You might be getting leads and customers but is your AdWords account delivering to the maximum? We would always advocate that as a small business you should focus on your core business activity and it is likely if you did this and outsourced non-core activities (like Google AdWords management) you should get a...

Google AdWords, probably the best keyword tool in the world

When we are talking to potential new customers, their wants and needs are more often the same.  “We want more visitors to our website” – “We need more customers” they say.  It’s a hardly a surprise that this is a common theme in nearly every kick-off meeting we have. As a Digital Marketing Strategy Company we need to implement the right kind of strategy to get the right kind of visitors to a clients website, that may in turn become new customers. It is often said, and it is completely true, right now, there are people searching for your products and services on Google but if they can’t find you in search results you might as well be invisible.  It’s like having a shop on Planet Mars.  No-one will visit you because they just don’t know you are there. Selecting keywords your customers use to search for your products & services So which words do you need to be found on when someone searches on Google?  You might know, at least think you know what people search for, when looking for your products, but what do they actually search for? It is likely your customers use different words and phrases than you do. To an extent there is help at hand, in the form of Google Keyword Planner.  This tool provides some information on search volumes for different keywords based on location.  However, it is only of limited value as the information provided is often inaccurate.  I was speaking with a Google Account manager recently and even he conceded the tool was not the most reliable.  So what to...
New AdWords Callout Extensions are something to shout about

New AdWords Callout Extensions are something to shout about

The newest AdWords extension, CALLOUT extensions, is being rolled out right now.  In beta for a time, all AdWords users will now start to see this new option in their Ad Extension tab. This post is a quick introduction to what callout extensions are, where to find them and how and why you might use them.  We finish with our opinion on how beneficial they will likely be to AdWords advertisers. What are callout extensions? Essentially they are another line of text within your AdWords advert and sit between the second line of description text and your site links.  Unlike site links callout  extensions are not clickable.  The idea of them being is to use small, punchy call to actions or articulate more information (like special offers) that do not fit inside the normal ad real estate space. Each callout extension is limited to 25 characters (including spaces) so consideration needs to be given to how best use this additional (yet limited) text field.  Like other extensions you can add several ‘callout s’ (you have to create at least two) and Google will choose which ones to use based on performance. Where to find the Callout Extension? The callout extensions, like other Ad extensions are found in the extension tab. Simply navigate to this, select callout extensions from the drop down and add at least two callouts. What to put into your Callout Extensions Google recommends that you use these to highlight specific information about your products and services.  They can show additional information to potential customers before they click your ad; while also being a factor in Ad...