Chart of the Day: Consumers prefer to compare and switch on desktop
The need for businesses of all industries to perfect their mobile experience has never been more important than it is in 2017. Google promoting Accelerated Mobile Pages and their announcement of a Mobile First Index mean that we need to optimise our websites for mobile and desktop to remain relevant in the coming years.
As marketers, it is vitally important that we create a great online experience for our customers and potential customers no matter which device they choose to use. To help deliver the best experiences across the purchasing funnel, you need to have actionable data to guide you in the right direction for each of the marketing channels including Search, Social, Email, Display etc.
This is where recent research from Hitwise will come in useful. It shows the distinction between an industry pushing towards mobile and a consumer still using…
Those using automated bid strategies should expect an increase in campaign spend and bids
We've spoken time and time again about how the shift to mobile is impacting ecommerce purchase behavior. Google has been banging the 'Mobile First' drum for some time now, but we still see the vast majority of conversions taking place on desktop despite the fact mobile now makes up a majority of ecommerce traffic.
What is happening is that consumers are browsing on mobile devices, making crucial decisions about their purchase, and then switching to desktop to convert. This makes perfect sense. Mobile browsing is great for getting ideas, but when you find something you want, you need something with a proper keyboard to input fiddly payment details rather than attempting to do it on a small screen.
Now that discovering and researching products on mobile and converting on desktop has become an extremely common purchase journey, cross-device journey…
A detailed tutorial on how to research your AdWords target keyword list to improve your ROI from PPC
Keywords trigger your ads. Building and maintaining the right list of keywords is vital to getting the best return on your paid search spend.
Keywords are organised into ad groups. You assign ad creatives (ad text) to these ad groups, which appear when triggered by these keywords. Therefore, knowing which keywords will perform best is important.
Keyword research is the process of building keyword lists, based on the frequency at which consumers search for these words and phrases.
Why Is Keyword Research Important?
Keywords are the nuts and bolts of your AdWords campaigns. They let you control your visibility in search results, as well as affecting the amount you spend.
If you’re setting up an account for the first time, it’s essential to build a robust keyword list as soon as you can. The quality of this list will…
Make sure you don't fall foul of these common but expensive AdWords mistakes
When it’s used correctly, Google AdWords can be a fantastic way to drive relevant visitors to your website and generate new enquiries or online sales for your business. AdWords works well for all sorts of products/services and you don’t need a huge budget to get started. Plus, it’s quick and simple to set up a basic AdWords campaign even if you’ve never done it before.
And that’s where the problems start. Yes, it is very easy for a beginner to set up and run their own AdWords account, but if you just accept all the default settings and don’t take the time to properly understand all the finer points of how AdWords works, you’ll end up spending a lot and getting very little return on your advertising budget.
Here we provide a list of the top 10 most costly Adwords…
Our summary of the wide number of changes to Google AdWords and Analytics announced at the Google Performance Summit.
Value: [rating=5] (Webmasters, Account Managers, SEM Professionals, PPC Professionals)
Recommended links: Google Analytics blog & Google AdWords Blog
Yesterday (24th May 2016) Google announced a whole host of changes to their AdWords and Analytics platforms, citing the shift in mobile as the reason.
"The shift to mobile is no longer a change on the horizon. It’s here."
During the Google Performance Summit, the likes of Jerry Dischler (VP for Search Ads) & Brad Bender (VP for Display & Video Ads) talk through the steps and the processes involved in the decisions behind the changes. Skip to around the 27 minutes to get into the nitty gritty.
For the sake of not making this article too confusing I'm going to split the changes up into two sections:
Check you're using these 12 simple techniques before launching any Google AdWords campaign
Free, organic options to drive visitors to your site such as SEO and Social Media are appealing, but often this approach can take a long time to generate significant amounts of traffic. Using Pay per Click search ads to advertise specific products and services to confirm the keywords are correct and that there is buyer intent for the keyword can be an effective strategy to complement your SEO efforts. As you don’t want to waste 6 months on an SEO or Social Media campaign for it to fail.
This is where Google AdWords can help as it is one of the biggest paid advertising platforms available. It allows you to target people searching on specific terms and drive website visitors to your website while stopping your ad being displayed on keywords which don’t make sales.
However, as you will know,…
Avoid those common PPC Mistakes to maximise your campaigns
As I work with new clients to improve their PPC campaigns, there are some common mistakes I see again and again. These include both the way the account is set up and the overall strategy of where to focus PPC spend. In this post I'll recommend a number of tools and techniques that can help you avoid these mistakes and so boost campaign ROI in AdWords.
1. Not analysing enough data
One simple mistake that marketers make is that they don't analyse enough data to come to a statistically reliable decision. When you first start out testing and you see that one ad has 15 clicks and one has 12 and come to the conclusion that the one with 15 is better. However here you would not have enough data to make a reliable decision and are at risk of choosing the wrong advert as your winner.
A three step approach to check for paid search campaign mistakes
In an ideal world, enterprising entrepreneurs would only need to set up shop, open their virtual doors, and find customers lining up to buy their products. Of course, it’s never that easy. Digital marketers have to actually go out looking for them. And once you find them, you need to convert them.
While conversion methods vary, many digital marketers arrive on a seemingly perfect solution when looking to invest to boost their visits: pay-per-click campaigns.
PPC campaigns can work, and some work quite well. But they can be minefields for mistakes, and the most common is the marketing equivalent of 'keeping up with the Joneses.' Many digital marketers think they should run a PPC campaign because everyone else is doing it.
Avoiding PPC mistakes
After initial setup of PPC by a startup or…
6 Migration musts for advertisers to prepare for the switch
Remember 2012 when Google switched Google Shopping over to paid ads, and merchants on Google had a collective pain attack? It's happening again.
Google recently announced they are switching the current version of Product Listing Ads (PLAs) over to the newer Google Shopping Campaigns format. This will happen by August 2014.
It's similar to the initial introduction of paid Product Listing Ads from (October 2012), when Google completely changed how Google Product Search functioned, and required merchants to make the switch within a certain timeline (July 2012).
This time, to prepare, read the PLA Guide.
How is Google changing Google Shopping and how can you get ready? Below are the details of how Google Shopping Campaigns are different from current Product Listing Ads, Google Shopping Campaigns best practices.
Google Shopping Campaigns vs. Current PLAs
Google Shopping Campaigns are at…
8 Tips for passing Google’s AdWords Exams
As Google continues to put a squeeze on traditional SEO techniques with its algorithm updates (more of which are certainly on the way in 2014), there’s been an increasing demand for pay-per-click services from clients who no longer feel they can compete or get the traffic they need in organic search.
This means that if you’re a digital marketer with good experience of using AdWords, now is a great time to get yourself accredited under Google’s AdWords certification programme. The programme consists of two exams, which, if passed, enable you to become a certified expert on AdWords PPC advertising.
Even if you’re not too bothered about the accreditation, I’d still encourage anyone who uses AdWords regularly to take the exams, that goes for both client-side and agency-side marketers.
What does the Google Adwords Exam cover?
The exams cover all aspects of AdWords, so in the course of revising…