Tag Archive for: Google Adwords

The new collaboration between Amauta Marketing and MBA Research looks promising. MBA Research is located in downtown Montreal and specializes in marketing studies, more precisely in quantitative and qualitative research. They have mandated Amauta Marketing to set up and manage its web advertising campaigns.

MBA Research employs innovative methodologies and tools to survey representative, stable and well-defined samples of the Quebec population to collect precise marketing information. Their clients get quick feedback from segments of the population on different topics, notably on consumer habits. This helps their clients establish appropriate marketing positioning and strategy to drive sales.

MBA Research is a member of the Canadian Research Insights Council (CRIC), European Society for Opinion and Market Research (ESOMAR) a well as Insights Association, and fully respect practices and codes of conduct of these associations.

Amauta Marketing’s work will occur upstream and will consist of promoting the company on the web to generate interest of new panelists and to entice them to join the survey groups.

 

Artificial Intelligence (AI) helps Google Ads to improve advertising performance. Even better, Google now uses AI to show ads and to automatically send results to your company account.

Choosing and verifying ad location

Artificial intelligence is a way to enhance human intelligence with the help of powerful computers. By combining AI with your ad campaign data and history, for example lead location, conversion timeframe and keywords at the source of conversion, you will get incredibly effective suggestions. The idea is to determine which ads work best.

At the beginning of 2018 Google Auto Ads was launched to help you monetize your online content. This software uses machine learning to position the ads at the best location on a web page. Then in April 2018, Google improved Auto Ads by using AI to strengthen controls and help avoid ads being shown in association with controversial content.

Suggesting ads from AI

Google has announced to advertising and marketing teams that it was starting to show ads to companies based on AI learnings. The objective was to identify which ads are better suited to bring the best results. These ads are now delivered to a company’s Google Ads account. If you leave your account on automatic pilot, these ads will be automatically generated every 14 days. You can see the obvious benefit of convenience, but keep in mind that you can decline this functionality and use analytics to make your own decisions. This way you can manage your ad campaign yourself.

Google’s objective is to encourage clicks. But getting more clicks for Google doesn’t automatically mean more customers and sales for your company – those are likely your objectives. That’s why human interaction is also valuable.

It is essential that you keep watching and analyzing your conversion rates and discuss with your team. Even though AI is useful, don’t overlook your own intelligence and strategy. Your sales depend on it.

To explore this deeper, get in touch with our team at Amauta Marketing.

September means it’s time to go back to school, and for Amauta Marketing, it means new additions to its client roster. We are proud to announce Kid Car New York, Montreal SOS Ticket and Desautels Faculty of Management at McGill University have retained the services of Amauta Marketing to increase their digital awareness and reach high quality Internet users with targeted Google Ads campaigns.

Kid Car specializes in the safe transport of kids in New York City and supplies cars with child seats adapted to their age group. Kid Car drivers are trained to install these seats correctly and are particularly sensitive to the needs of this young clientele. The company has asked Amauta Marketing to help increase the number of app downloads in the US market.

SOS Ticket provides legal aid for car owners in ticket cases. The company is active in the Montreal market and represents those who wish to contest verdicts against them. Their digital marketing needs include increasing its web presence and they have asked Amauta Marketing to create a tailor-made advertising strategy with Google Ads.

Desautels Faculty of Management at McGill University is known worldwide as one of the leading management schools. Its digital marketing objective is to increase its visibility with potential students in the United-States, Great-Britain, China and India, and they have asked Amauta Marketing to help them reach these markets.

The whole Amauta Marketing team is proud to be associated with these three prestigious clients and to assist them with using our digital marketing strategy and experience to build their brands

Again, this year, Google Partners has recognized the expertise of Amauta Marketing by announcing that two members of the Amauta team, Hernan Cespedes and Erik Barboza, have passed and obtained Google Ads Certifications in the following categories:

  • Search Engine Advertising Certification
    • Display Advertising Certification
    • Video Advertising Certification

In the web marketing world, technologies evolve rapidly. That’s why Amauta Marketing insists that its teams be aware of the latest changes and trends to better serve its clients’ needs. These certifications confirm our seriousness as your web marketing supplier.

To know if your Google Ads campaigns are efficient, you should be able to measure the conversion rate. That means you should be able to verify if your ad campaign leads to a conversion action, either filling out an information request form, or giving you a telephone call.

Offering just a phone number is not enough…

If customer phone calls are important to your sales, it would be an advantage to track exactly how an Internet user finds your number and makes the call. They can find you either through a Google search, or perhaps having seen one of your online ads. But how effectively is your advertising generating phone calls? You can track whether a customer has performed a keyword Google search, and called the phone number listed on your website, or you can track whether a call-only ad has generated a phone call.

But what if a potential customer calls you three weeks after having jotted down your number on a piece of paper? How do you determine that the conversion is a result of your Google Ads campaign?

… you need to trace the calls

Today, Google Ads has a solution: a JavaScript snippet to be installed on your website. This free feature identifies the calls made from the call number on your website following a Google Ad search. Every time an Internet user dials your number, the call is being automatically transferred to a Google generated number. One call, one unique number.

You can then know the origin of each call, link it to an ad campaign, and measure the conversion rate. You can easily evaluate the return on your investment (ROI) by comparing the number of potential clients reached and the cost of your ad campaigns. You can also have access to a monthly historical log to help you evaluate your web marketing strategies.

This call tracing formula is not often proposed when discussing advertising investment. Even though it is extremely efficient. Talk to us, as we know all there is to know about it.

The optimization of your PPC strategy is essential to maintain or improve your ad campaign’s performance on search engines. Knowing what steps to take or where to start can be confusing, so here are some tips on how to optimize your PPC campaign:

 

  1. Keywords

In a PPC campaign, keyword selection is paramount. To choose your keywords, focus on those that appear in the largest volume of search. It is best to limit yourself to 15-20 keywords per ad group. Poorly chosen keywords can cost you money, so it is a good idea to have a web marketing expert to help you. To learn more, read our blog posting on keywords.

 

  1. Search words vs. negative keywords

It is important to regularly review your list of search words and the keywords being used by Internet users. You could be surprised by what you find.

You want to be vigilant about what search words you DO NOT want to be targeting in order to optimize your ROI. This is called negative keywords, which lets you exclude search terms from your campaign in order to only target the right customers and increase clickthrough. This list of negative keywords can be shared among all your Google Ads campaigns.

We recommend that you list all the negative keywords you want: such as products or services close to yours but you don’t offer, words linked to job postings, names of your competitors, scandals or sensitive subjects you don’t want to associate your company with.

 

  1. Ad Testing

In all marketing initiatives, testing is recommended to maintain effectiveness. Web advertising allows testing opportunities like no other medium. You can create 3-4 banner ads (with different visual and copy elements) for the same keyword groups and then see how their clickthrough performance compares. You can then get a better return on investment. Repeat this process as often as needed, and remember, Google Ads uses an ad rotation system that shows the ads that are performing best throughout your campaign.

 

  1. Geotargeting

This may seem logical, but do not forget to indicate the geographical area in which you wish to have your ads shown. If you only provide services to the Montreal area, it doesn’t make sense to target the whole planet. If you analyze the Geographical Report and conclude that some Internet users are coming from locations that you do not want to target, you can exclude those locations (city, region, country etc.) the same way you do for negative keywords. This avoids wasting your advertising budget.

 

  1. Conversions

Conversions are considered customer actions that your company believes are valuable. They can include purchases, signups, downloads, web page visits or lead generation. To optimize your tracking of conversion actions, consider the following questions:

  • Does your conversion follow-up work?
  • Does the conversion action align with your company’s most important KPI (Key Performance Indicator)?
  • Is the conversion tag on the correct page of your web site or is the Google Analytics corresponding to the correct page and action?
  • Are you tracking too many conversions?

Web marketing experts recommend you follow no more than two conversion actions on Google Ads. For example, for an e-commerce website, it could be sales (a primary KPI) and shopping cart add-ons (a secondary KPI).

In contrast, with Google Analytics, you can follow secondary conversion actions like newsletter signups, downloads of a catalogue or activity on a chat.

The problem with following too many conversions is that each one has a different value; therefore, the overall picture can give a distorted perspective on your actual return on investment of your advertising dollars.

  1. Budgets

A PPC budget requires monitoring and regular adjustments which means you should allocate your budget according to the ad campaign or keywords performance. Keep in mind, often the name of your company or your brand has a high conversion rate, but this doesn’t mean you should invest more on these keywords. The more targeted for conversion, the better.

Bonus Tip: Bing Ads now offers a tool to estimate conversions based on your budget to make it easier and quicker to optimize your budget.

 

Final Advice

Improving and optimizing your PPC campaign is an on-going process based on Internet users behavior and search trends over time. The more you carefully target your keywords and ads, the more you improve your campaign’s performance and optimize your budget.

If you don’t have the time, patience, or knowledge to manage your Google Ads campaign, Amauta Marketing is here to ensure the best possible return on your investment based on your budget.

 

Large format text ads are showing up on Google Ads. Are you enthusiastic? But, more importantly, are you ready? Large format text ads are one of the more important big changes from Google Ads. Imagine that Google will soon double the size of the text of its ads. What’s the big change? Here are 10 features marketing professionals should look for:

  1. What’s a large format text ad?

Large format text ads will be twice as long than regular ads. This new advertising format is designed to maximize your presence and performance in mobile search results with a larger headline and descriptions that are 80 characters longer. It is mobile adapted advertising which will work on both mobile devices and desktops as well.

Large format text ads can adapt to both mobile and desktop devices and their format adapts directly to their screen sizes. Google has started to test these new ads in the second trimester of 2016.

  1. Why did Google make this change?

Google announced this new format as one of the more important changes in text ads since the launch of the Adwords platform 15 years ago. A few months ago, Google started thinking about what Adwords advertising would look like if it was created for the mobile world of today. Today more than half of the billion annual searches on Google come from a mobile device.

Google made a giant leap by creating a unified experience for the different devices in February when it stopped advertising on the right side of the computer screens. Following all restrictions generated by the end of advertising in the right column, this addition seems to be a natural progression following large format headlines introduced in 2011.

  1. What is the size of these large format text ads?

These large format ads are twice as long (precisely 47% longer) as standard advertising. Actually, you have a total of 140 characters and an advertising space to use, marking the end of 25-35-25 limits. Twitter has made no comment regarding the 140 characters adopted by Google.

Make sure to put each added character to use. Create attractive and relevant ads which Internet users won’t be able to resist clicking.

  1. How do large format text ads look?

Here’s how large format text ads look like in Google Ads interface:

  1. What is the new headline length?

You have the ability of posting 2 x 30 characters headlines with large format text ads. Don’t forget that your ad headline is the element users are most inclined to notice. When it shows on search result pages, your ad title fields are combined and separated by a hyphen. Previously, headlines were limited to 25 characters, which means a 140% increase.

  1. How much have descriptions grown?

You now have an 80 characters description line versus 35 characters previously, which is an increase of 14%.

  1. What are the changes with advertising links?

Google Ads will automatically extract the domain of the final URL. You will be able to add 2 paths to multiply advertising links (up to 15 characters). It is suggested to use this path field to help users see your ads and be able to have a more precise idea of the page of your website they will access. Text that you use should not necessarily contain your website URL, but it should be linked to the content of your landing page.

  1. Does it improve conversion rates?

Of course, more text brings more ad visibility. The first reports show that large format text ads provide a click rate of up to 20%. Click rate is even more important when we add to the ads an advertisement and an extension with a telephone number.

  1. When will these new ads be available?

As of now, large format text ads are available for advertising professionals. Google has announced that it will remove standard text ads as of January 31, 2017. You should therefore transform your standard advertisement into large format text ads by this date.

  1. What should be expected from large format text ads?

You will increase your quality score immediately. Quality score is already an important measure in a Google Ads account, but it will become even more important.

In conclusion, large format text ads offer you:

  • 2 headline fields (up to 30 characters each)
  • A larger description field (up to 80 characters)
  • A URL to be displayed including the domain of your final URL
  • 2 optional field paths used in the URL to be displayed in the ad (up to 15 characters)

You will have to make sure that your text ads have been rewritten to benefit from this new format.

Google offers you twice as much space with these new large format text ads so be ready to optimize it to your benefit.

PPC advertising is an online marketing technique for search engines. Companies using this technique pay each time an Internet user clicks on their ad to visit their website. Its biggest advantage is that visitors are brought to their website immediately. However, there are many traps to avoid. Here are 9 of the most common mistakes preventing companies from getting maximum benefit out of their PPC campaigns.

 

Mistake #1: Not targeting by geographical zone

Whether you’re a local or international company, geotargeting your audience is extremely important. Avoid unnecessary expenses and only target regions that offer a maximum return on your investment. For small companies, a maximum return can only happen in a 30-kilometer radius on average. Furthermore, companies selling high-end services can benefit from a return on their investment by targeting high-end regions. Finally, big companies benefit by adapting their campaigns by country. A wide range of factors should be considered and can play a direct role in the campaign performance: such as available revenue, needs, spending habits, currency value, etc.

Mistake #2: Forgetting to remove undesirable websites

The excluding option allows you to remove partner sites with low yields originating from Display Search Network. Avoid losing thousands of dollars by removing websites or pages that are not a direct link with your target audience. To do so, select Networks tab then select Show All Details link beside Automatic Placements and remove all underperforming or undesirable websites.

Mistake #3 : Ignoring keywords corresponding options

Often times, PPC newcomers do not know the existence of the four corresponding keywords types. These options allow control over which searches will trigger the ad display and maximize client’s campaigns and budgets.

Here is an example with “Red Kite” as keywords:

  • Exact keywords: This type of search allows you to precisely target a particular group of potential clients. All searches with the exact expression « Red Kite » will trigger the ad display.
  • Exact expression: Searches containing one of the exact keywords, an expression or a variation will trigger the ad display. For example: “Red Kite” or “Miami Red Kite”
  • Large request: This type of search allows you to display your ad to a very large audience. Searches containing typos and synonyms, associated searches and other pertinent variations will trigger the ad display. For example: “Kite” or “Ki-te”.
  • Large request modifying: Searches containing modified expression (or close variations but no synonyms) will trigger an ad display regardless of the order in which expressions are captured. For example +Ki+te.

There are many ways to create keywords. Keep in mind that a large keywords search is often less expensive than an exact keywords search and that it can be relatively well controlled with the exclusion of negative keywords. You can therefore do a larger search with lower offers while diminishing the search volume and doing another search with higher offers while using exact keywords. The trick is to simply keep those that work best in the campaign and put on pause those that perform less.

Mistake #4: Not using negative keywords 

Negative keywords are your filters. The addition of negative keywords is simple, it will make your life easier and will diminish search volume. You can find a long list through Google keywords tool in the tab “Keywords” and selecting “See all search expressions”.

Mistake #5: Not separating the two types of campaigns

Here we can only blame Google. Google strongly suggests to new Google Ads campaign creators to choose a Search Campaign. Google is of the opinion that a Display Campaign would be too complicated to manage for a newcomer. It is incredibly wise for companies to have segmented campaigns in relation to a Search Campaign. The reason is simple: in all likelihood, the performance will be definitely better in the search network with Selective Display. The separation of these campaigns offers maximum control on budget allocation, which allows you to harvest a higher return on investment in the first steps of the campaign. After maxing out your investment budget, it is logical to start developing the display network. A quick solution is to copy your campaign in Google Ads Editor, to rename your campaigns based on the network and to adjust the selected networks in the parameters tab.

Mistake #6: Selecting keywords with weak targeting

Lots of companies make the mistake of choosing too vague and too large keywords. Word relevance is paramount in PPC advertising if one wants to have a good return on investment. For example, a company selling cheese has “appetizer” as a keyword. Even though cheese could be considered an appetizer, the word appetizer is too large and too many elements can be included in that category: canapés, shrimp bites, macaroons, deviled eggs, etc. It is way more efficient to choose keywords that communicate not only the product or service (cheddar cheese, goat cheese) but also the intention (in this case “online fine cheese”). These better targeted keywords will bring back a higher yield.

  • Large request: This type of search allows you to display your ad to a very large audience. Searches containing typos and synonyms, associated searches and other pertinent variations will trigger the ad display. For example: “Kite” or “Ki-te”.
  • Large request modifying: Searches containing modified expression (or close variations but no synonyms) will trigger an ad display regardless of the order in which expressions are captured. For example +Ki+te.

There are many ways to create keywords. Keep in mind that a large keywords search is often less expensive than an exact keywords search and that it can be relatively well controlled with the exclusion of negative keywords. You can therefore do a larger search with lower offers while diminishing the search volume and doing another search with higher offers while using exact keywords. The trick is to simply keep those that work best in the campaign and put on pause those that perform less.

Mistake #4: Not using negative keywords 

Negative keywords are your filters. The addition of negative keywords is simple, it will make your life easier and will diminish search volume. You can find a long list through Google keywords tool in the tab “Keywords” and selecting “See all search expressions”.

Mistake #5: Not separating the two types of campaigns

Here we can only blame Google. Google strongly suggests to new Google Ads campaign creators to choose a Search Campaign. Google is of the opinion that a Display Campaign would be too complicated to manage for a newcomer. It is incredibly wise for companies to have segmented campaigns in relation to a Search Campaign. The reason is simple: in all likelihood, the performance will be definitely better in the search network with Selective Display. The separation of these campaigns offers maximum control on budget allocation, which allows you to harvest a higher return on investment in the first steps of the campaign. After maxing out your investment budget, it is logical to start developing the display network. A quick solution is to copy your campaign in Google Ads Editor, to rename your campaigns based on the network and to adjust the selected networks in the parameters tab.

Mistake #6: Selecting keywords with weak targeting

Lots of companies make the mistake of choosing too vague and too large keywords. Word relevance is paramount in PPC advertising if one wants to have a good return on investment. For example, a company selling cheese has “appetizer” as a keyword. Even though cheese could be considered an appetizer, the word appetizer is too large and too many elements can be included in that category: canapés, shrimp bites, macaroons, deviled eggs, etc. It is way more efficient to choose keywords that communicate not only the product or service (cheddar cheese, goat cheese) but also the intention (in this case “online fine cheese”). These better targeted keywords will bring back a higher yield.

Mistake #7: Not testing your ads

Testing ads is part of a PPC campaign development process. This step is indispensable to determine which words, sentences, and final offers to call out to your target audience. It allows you to improve and optimize campaign performances. For starter, try to test 3 ads per ad group. Test first 3 different ad models. Once you have 300 clicks sampling per ad, you should be able to start determining keywords performance and underperformance. Make sure to not only evaluate click rates. A high click rate can indeed affect a campaign even though it doesn’t generate conversions. For the second phase of testing, experiment by refining your keywords to generate more conversions. You should notice that by using strong adjectives such as “powerful” or “free”, your ad generates more positive results. Once again, keep your first winning ad as a model.

Mistake #8: Sending Internet users to the home page

The PPC golden rule is to control the user experience as much as possible. Use research, tests and analysis to discover exactly what makes them tick. Provide an attractive visual experience in response to their needs. If you send a user to the home page, you will see your budget quickly fly away when they click on your “Mission Statement” or “Site Plan” before leaving the page. Instead, use a landing page as close as possible to their search intentions. This should include heads, content, copy, images, and call to action buttons.

Mistake #9: Not following up on conversion

What abruptly ends a PPC campaign is the absence of conversion follow up. Conversion data is important because it allows users to quickly understand the campaign, ad groups and keyword’s financial return. This data affects all aspects of ad campaign optimizing from performance tests to landing pages up to bidding adjustments.

 

 

For companies looking to take advantage of the web to grow their business they have a choice of two ways to drive traffic to their web site: Search Engine Optimization (SEO) or Web Advertising. SEO can be a slow process and companies in competitive markets cannot afford to wait to get ranked on the first page of search results. This is one of the reasons there is more and more investment made in web advertising. “Web advertising is a marketing strategy offering quick and measurable results, and with the biggest return on investment (ROI). ”In fact, it is a Pay-Per-Click (PPC) system, which means that you only pay when an Internet user looking for your products or services on search engines, clicks on your ad to access your website. It is recommended you contact a web advertising expert with technical competences to manage your web advertising campaign.

Here is what he/she can do for you:

  • List relevant keywords
  • Manage your Google Webmaster Tool account
  • Establish your monthly PPC budget
  • Optimize your sponsored ads
  • Create your landing page
  • Provide daily follow-ups of your ad campaign
  • Measure results of your campaign

A Google Ads campaign can be expensive if keywords aren’t relevant, or if you don’t have the knowledge or time to do the management and necessary adjustments throughout your campaign.

10 reasons to hire a web advertising expert :

  1. Finding the right keywords is not an easy task

The search for the right keywords is important for the success on the web. Right away your web advertising expert will spend a lot of time on this and continue to monitor it all throughout a web advertising campaign. If you choose a wrongly targeted or irrelevant keyword, your monthly budget will quickly vanish, bringing you few or no results.

Here are the sources to look for keywords:

  • Google Keywords Tool (free)
  • Within the corporate communication of your company
  • From your competition (websites)
  • In your field of activity

 

  1. The writing of your ad can generate a strong conversion rate

One of the main advantages of working with a web advertising expert is their capacity to do a web review and competitive analysis. They know the landscape and how to analyze your competition’s advertising and create ads that convert based on their expertise. An ad with Google Ads is not as easy as it may seem, each word is crucial to increase the number of clicks on your ad, generate qualified traffic to your website, and convert prospects into new clients.

  1. Campaign follow-up and data analysis requires expertise

The foundation of any good web advertising campaign lies in the follow-up and data analysis. A precise analysis will tell you which ads and keywords are more likely to attract more conversions.

Google tracking code placed on your landing page or website requires basic know-how in HTML programming. It is best to ask your webmaster or programmer to do the installation for you. If you also wish to follow your sale leads from telephone calls, additional programming and expertise is then required.

  1. Are you fluent in web advertising terminology?

You probably know what “Pay-Per-Click” means, but do you know the meaning of: CPM, CPC, CPA? Are you still with us? And what about the difference between impressions, views and requests? Do you know what remarketing means? It is crucial to understand these words and terms to properly manage your web advertising campaigns.

  1. Tweaking campaign parameters can be tricky

In your Google Ads account, there are many parameters that you should understand and adjust to ensure maximum visibility to your sponsored ads on search engines.

Here are some essential targeting parameters:

  • Geographic zone: city, region, country, area
  • Monthly budget
  • Google Search Partners
  • Devices (smartphones, tablets, etc.)
  • Languages
  • Bid strategy
  • Ad display mode (starting dates/end, schedules and days)

 

Without a thorough understanding of these parameters and sufficient web advertising experience, you run the risk of paying way too much for non-qualified traffic. A web advertising expert can help you avoid these pitfalls.

  1. What is an efficient landing page for you?

 

Relevance is not only a word used in SEO; it is equally important in web advertising. The more relevant your landing page, the less you’ll spend to convert Internet users into customers. A web marketing expert not only understands the landing page creative principles, they also know how to evaluate its relevance. An A/B test is a technique used by web marketing experts to compare many landing pages and improve conversions. In fact, this comparison can often reveal a conversion rate difference between 1% and 5%.

 

  1. Knowledge of your industry and experience with other clients

There is a strong possibility that your web advertising expert has previously worked with other clients in your category. The majority of web marketing agencies won’t collaborate with your direct competition. However, if they have run an ad campaign for similar companies like yours in the past, that experience could be beneficial to you.

  1. Stay on top of the latest trends in web marketing

A marketing specialist stays informed on the latest trends by reading blogs, news websites and specialized press. They go to events (including networking) and conferences in the field many times a year to stay current. They can also count on valuable advice from partners and colleagues who all have expertise and their own specialties (programming, graphic design, writing, strategy, etc.).

  1. Do you really have the time?

If you run a company, you probably already have hundreds of tasks a day. Do you really have the time to manage your own Google Ads account and give it the necessary attention? Many marketing specialists approach web advertising with a more relaxed attitude thinking that it is simpler than SEO.

  1. Save by hiring a web marketing expert

With web advertising, you pay each time an Internet user clicks on your ad. That means your monthly budget could increase every month. Bad management of your Google ads campaign can drive up costs and increase exponentially. Unless you have the technical expertise, or Google Ads certification and SEO experience, you should always ask a web marketing expert to assist you, it will save you time and money.  A web marketing expert has the know-how in data analysis of your web properties (by using Google Analytics in particular) and they can provide an objective snapshot of your web presence. Then, your consultant will make the recommended changes to reach your objectives (awareness, conversions, sales). With a web advertising campaign such as Google Ads, you will get quick results (compared to SEO). This will generate targeted, qualified traffic and increase conversions and sales (for e-commerce websites).

If you wish to improve your web presence, increase your sales on your e-commerce website, or generate new leads on the web, trust Amauta Marketing and learn more about our web advertising service.