Tag Archive for: Google Ads

  1. Google advertising revenues are bigger than the whole of the USA printing sector.

Source : The Wonder of Tech

  1. 30% of companies use Search Engine Advertising while 28% use Display Advertising.

Source : MediaPost

  1. Total advertising expenses on the web is increasing by 16% annually and mobile advertising by 11%.

Source : TechCrunch

  1. 61% of marketing directors declared that search engines are efficient communication channels.

Source :  AdWeek

  1. More than half of web marketing budgets are dedicated to search, of which 31% is put to search engine advertising ads and 18% on search engine optimizing (SEO).

Source : MarketingProfs

  1. Regarding PPC ads, 86% of all advertising impressions are credited to the first four search results.

Source : ClickZ

  1. Overall, American marketing professionals will spend more than $103 billion in search marketing, display, social networks and email marketing in 2019. To be noted, search marketing will remain the largest part of total web expenses.

Source : MediaPost

  1. in 2015, search marketing expenses will reach $31.6 billion in the United-States.

Source : MediaPost

  1. By 2019, marketing expenses for search engine advertising and organic optimization will reach $45 billion in the United States.

Source : MediaPost

Canadian marketing professionals finally have access to a tool already available in the United States: call transfer. This means they will be able to measure in-coming calls generated by a Google Ads campaign.

 

The Smartphone: an essential communication channel of the digital age

Numerous studies have shown that telephone contact is the preferred communication channel for many prospects to contact your company. So, following up in-coming calls generated from a web marketing campaign is crucial for business owners to achieve a complete picture of the effectiveness of their marketing tactics.

According to a DialogTech study, mobile in-coming calls are on the rise, in particular those from landing pages and organic searches.

 

3 ways to generate calls from Google Ads 

  1. Call from ad exclusively and call extension
  2. Google call transfer number as displayed on your website
  3. Click on displayed telephone number on mobile web site

With Google call transfer numbers, Canadian marketing professionals have the ability to measure calls they receive from sponsored ads.

Local telephone number is preferred by prospects

By using a Google call transfer number as a call extension or in a Call only ad, Google assigns a unique telephone number to the ad. This can be a toll-free number, or a local number displayed in an ad while being displayed on tablets, laptops, or desktops.

If the ad is shown on a smartphone (iPhone or Android devices), a clickable call button is displayed.

Business owners can then analyze their in-coming calls with regional code caller, call duration and then record the conversions.

Google call transfer number displayed on your website

“Even though call extensions and call ads are very efficient, many clients or prospects want to better know your company by clicking on a Google ad and learn more on your proposed products and services on your website” declared Amit Agarwal, Chief Product Officer, Google Ads.

The website call conversion feature is powerful since it automatically transfers calls originating from a Google call transfer number from your website. You can then identify, and measure generated calls from a click from a Google ad. When an Internet user clicks on your website telephone number or dials directly from their phone, you can assign a conversion value to the call or a keyword of the ad that has attracted the client.

A rigorous follow-up for more conversions

It is possible to index calls of more than 5 minutes for example, which can allow you to automate and optimize keywords bidding, generating better quality calls. Factors such type of device used, location and time of call are integrated.

No company can ignore the growing importance of mobile devices and the necessity to be in touch with the consumer at the right time in the buying cycle.

80% of the population do not leave home without their mobile device and 61% of smartphone owners do web searches on their smartphone every day (up to 15 hours a week).

 

Google Ads campaign steps

  1. Write a value proposition ad (product or service)
  2. Choose keywords or search expressions linked to your ad
  3. Define a daily budget (PPC)
  4. Display your ad on Google (above or beside organic search results)

 

Benefits of a Google Ad

  • Your company will be known at a local level
  • You can adapt your ad campaign to search results
  • Reach new clients at the right time in their buying process
  • Get in touch with clients independent of the device used (tablet, desktop, mobile devices)
  • Measure your ad campaign’s return on investment

 

Google Ads can allow you to increase your website visit numbers, in-coming calls volume and grow your web sales.

Increase the calls to your company

Call extensions generate on average a 6 to 8% increase in click rates. It is possible to add a telephone number as a clickable call button in your Google ads ad. For call campaign, ads are only displayed on smartphones. The call’s cost is the same as the CPC standard. You give Internet users permission to call you, even when they are on the move. PPC mobile ad campaigns allow you to be displayed in the first search results and reach Internet users about to leave home, looking for practical information and often very inclined to make a buy.

How to start your mobile Google Ads campaign?

  1. Establish SMART objectives

SMART means: Specific, Measurable, Achievable, Realistic and Timed.

PPC is based on results and clearly defined reachable objectives, for example:

  • Increase the number of visits to your website
  • Increase the number of conversions
  • Improve the click rates
  • Reduce shopping cart drop rates (for e-commerce websites).

Your mobile marketing strategy should align with your business objectives. You can also concentrate on lead generation such as generating more calls or more searches of your company on Google Maps.

  1. Define your target audience

A targeted audience will help you reach the right people searching for your products or services at the right time in a competitive market. A solid understanding of search context; time, geotargeting and the device on which the search is performed – will allow you to choose the most pertinent search expressions for your ads.

Ask the right questions:

Who are your prospects and clients (age, gender, location, education level, average salary, etc.)?

What are they looking for or trying to achieve? What are their buying habits and interests?

When do they connect and search for information about your products or services and your company?

Where are they physically and virtually located? Where do they live, shop and where can you reach them (media networks, search engines, etc.)?

Why are they looking for this type of information and are you the best choice to satisfy their needs?

These answers will allow you to define your market and guide your advertising creative choices.

  1. Determine your keywords

Keywords or key sentences are at the heart of your mobile PPC campaign. These allow Google and other search engines to know which request your ad should respond to, what are your relevant products and services, and which moment your ad should be displayed. Keep in mind that more than half of the consumers doing a search on mobile devices are likely to buy in the next hour, so the right keywords are critical to meet this demand. Do not forget to include negative keywords i.e. keywords and sentences for which you don’t want your ad to be displayed for, you will reduce your daily budget by eliminating pointless clicks.

 

  1. Adapt your ads and landing pages to mobile

93% of Internet users doing a search go to a store following a mobile search. Designing your ads and landing pages to answer their expectations is the key to the success of your mobile advertising campaign. Adapting the design of an ad or landing page to mobile is not enough anymore: it should also use your keywords and talk directly to mobile users.

Best practices in terms of Google Ads for mobile:

 

  • Maximize your ROI by offering your target audience the mobile experience they expect
  • Activate ad extensions. It will have a stronger impact on your campaign performance.
  • Use keywords to incite prospects to act quickly.
  • Propose exclusive offers to mobile users.
  • Analyze performance, test and constantly optimize your campaign.
  • Define your key measures and the objectives you can reach.

 

Google Ads mobile apps for marketing professionals

Since the beginning of 2015, Google Ads mobile apps have allowed you to stay informed about your current ad campaigns wherever you are, from your Androïd smartphone. This allows you to easily consult your ads performance and ensure they are seen even when you are on the move with the help of a simplified version of your desktop account.

You can:

  • Receive alerts and notifications in real time
  • Update your bidding and PPC budgets
  • Consult stats of your ad campaigns
  • Improve your ads with the help of suggestions

 

As mentioned by Matt Lawson, Google Ads marketing director, at the Google Adwords Performance Summit 2015: “We look at our mobile device over 150 times a day. In todays’ connected world, a consumer expects that all his needs are satisfied via his mobile device”.

Studies show that 57% of consumers will not recommend a brand if its website is not responsive and 40% will switch to a competitor following a bad mobile experience.

So, what are you waiting for?

Get in touch with Amauta Marketing today at (514) 907-2131 for all your Google Ads mobile campaigns.

Twenty years after the launch of the first banner ad, web advertising continues to be a key marketing tool. Growing consistently, in 2014, it accounted for the largest portion of advertising expenses with double-digit growth.

 

The emergence of web advertising

On October 27, 1994 web advertising was born on the Wired magazine website. Wired would never have imagined it would one day be responsible for the majority of revenue for its Website. Since then, banner ads are seen everywhere and have become a key part of any business.

 

Web advertising, what is it?

Web advertising is a marketing tactic for companies striving to make their website profitable. It is first and foremost a tool to promote their products and services on the web. This type of advertising is aimed at a particular audience i.e. Internet users and offers an excellent return on investment (ROI) for the advertisers.

It is highly recommended to work with specialized companies such has advertising networks or web agencies for the management of your ad campaigns. They are considered a bridge between companies (wishing to run an advertising campaign) and editors (owners of websites offering their display space to the posting of banner ads).

Banner ad, the standard format in web advertising

A web advertising campaign often takes the form of banner ads, either as a graphic, a sponsored link, or as copy.

Sample of technologies associated with banner formats

Pop-up : following a click on a banner, a new window opens as an advertisement. This very intrusive format can be blocked by browsers.

Pop-unders: a banner opens on the web page following a mouse over. This format gives more information to the Internet user without being intrusive.

Rich media : indicates Javascript code usage, Flash, sound and video in banner ads, allowing more interactivty.

 

Web advertising’s different methods of payment

PPC corresponds to a proportional payment method based on the number of clicks on a banner ad.

CPM corresponds to payment method based on the number of displays. It is often used on high-traffic websites (over a million-page views per month).

CPV corresponds to the number of visitors having clicked on the ad and then made a purchase of the proposed product or service.

 

Retargeting: the future of web advertising?

Retargeting is about targeting an Internet user based on the websites they have visited, the searches performed and other web actions. This web advertising method allows you to utilized data collected such as gender, age, country, etc. This new very complex buying process is turning the web advertising world upside down by offering a less intrusive and ultra-targeted marketing tool.

 

Finally, it seems that we see fewer and fewer banner ads and more integrated web advertisements with better targeted messages. This means less intrusive advertising on the web and more relevant, quality banner ads. With retargeting and its precise information system, we are getting into the advertising technologies era in which advertising impressions will be treated individually with help of algorithms. Real time bidding and retargeting are henceforth part of the game.