PPC Blog

Top 5 Tips for Creating Engaging Responsive Ads for the Google Display NetworkGoogle AdWords

Posted by Siren Search Mon, July 17, 2017 15:08

You can’t just put up a Google ad and expect clicks. Your ads need to be appealing and responsive for the Google Display Network.

Here are five top tips to create engaging responsive ads each time.

1. Create a Compelling Message

Any type of marketing has to speak to the target audience. You need to draw in your viewers and make them want to know more. Focus on a compelling message and encourages people to respond. That message needs to be relevant to the end result and to your target audience.

2. Make It Easy for People to Choose You

Include your prices or unique selling points. Make it easy to see how you stand out from your competitors. People don’t want to click through pages and pages of information. People will engage when ads make choices easier for them.

3. Make Use of the Headlines

Don’t be afraid to use all the characters in the headline. There are 90 characters for a reason! You can create a compelling and eye-catching title. Watch out for click-bait, and just make the title intriguing. Don’t forget to make your title different to the rest of the text to avoid duplication and boredom.

4. Use Relevant Images

Image ads are among the most powerful responsive ads. Images grab attention and make people stop. You can also add in your logo to help with branding your ads. Make sure all images are crisp and clear.

5. Consider Animated Responsive Ads

Finally, think about animating your images. These are even more eye-catching than logo or still photo ads. People are more likely to engage, because they’re entertained. Just don’t forget to use the interactive element as a call-to-action.

Make use of your responsive ads. Help them stand out to draw the attention and encourage engagement.

3 Step Guide To The New AdWords InterfaceGoogle AdWords

Posted by Siren Search Thu, June 15, 2017 13:29

The Google AdWords interface has changed, but that doesn’t mean lots of time to work out the new way of things. Here are our top tips to get the most out of the interface and use it efficiently every time.

1. Use Predefined Reports for Common Insights

Need to look at the most useful insights for your campaign? Make use of the predefined reports. These were once found in the Dimensions tab, but are now in the top right side of every page.

You AdWords campaigns are managed and run the exact same way they used to be! If you want to avoid any changes at all, look at the Editor and API options to view campaigns. Only the AdWords web experience has been affected by the recent redesign.

2. Utilise the Right Features for Creating Campaigns

You’ll no longer have to create an ad campaign and hope it looks right. You can now see the ad text and extensions while creating the ads, so you can make changes right away if something is off.

Worried about losing your audience between them searching for products and making the physical purchase? Use Showcase Shopping ads to your advantage.

With better campaign creation setups and better insights, you’ll learn more about your audiences and what they need from you to buy. You’ll create campaigns that actually convert to purchases.

3. Customise Data So It Works for You

While there is an Overview of your ad performance, your needs aren’t the same as everyone else’s. It’s now easy to customise and tailor your insights so they work exactly for your needs. Put them on the Dashboard, so you can see who well (or poorly) your ad units are performing and converting.

By having this information at a glance, you can look into the reasons for the results. This helps you create better performing ads in the future without taking up too much time.

Don’t forget to look into the Opportunities, which is a look at potential improvements to make your ads work better. Also compare performance data between two ads or two time periods to fix issues quickly.

Wrap Up

Here at Siren Search we've been given exclusive access to the new interface and so far we love what we see! If you have any further questions or need help with the new AdWords interface, reach out to us at any time for a chat :)

Google AdWords Quality Score ReportingGoogle AdWords

Posted by Siren Search Fri, June 09, 2017 17:56

Your ads need to target the right audience and convert the right amount of people into buyers/customers. That means you need to create good quality ads with good quality keywords. Google AdWords will help you determine the relevance of keywords and landing pages through the use of the Quality Score reporting. There have recently been a few changes and here’s all you need to know.

Comprehensive Snapshot of Keywords in Use

While the old Quality Score information was good, it wasn’t perfect. People found it tricky to get a quick view of their keyword quality. Now it’s possible to compare the expected click-through rate, landing page experience, and ad relevance with just a click of the button. You can add three new columns to all your keyword searches. These columns are optional and you can remove them at any time.

Looking at the History of the Quality Score

Before now, you’ve only had a look at the current standing of the keywords. Unless you kept old data, you wouldn’t have been able to see how a keyword has improved or fallen from grace. Now you get that with the historical Quality Score. There are new columns for each of the three components that make up the Quality Score to check historical data. You may find a keyword you’ve always rejected is moving up in relevance.

While this is good, the historical data is only available from January 22, 2016 onward. Going forward all the information will be stored. By using the Day segment, you can break down the score history by day for a selected period with null scores when there isn’t enough information to determine the score.

You can use the new Quality Score information right now. Try it out before your next ad campaign to make sure you use the best keywords possible.

Google AdWords SitelinksPPC Management

Posted by Siren Search Mon, February 28, 2011 23:21

Just over a year ago Google launched a suite of optional advert enhancements called "Sitelinks". These consisted of additional text links that appeared below the display URL of adverts that met high quality score credentials and provided users with even more interaction opportunities.

The use of Sitelinks was momentous because it was the first time Google had allowed multiple additional inks with text ads in its PPC Management program - AdWords. The links can point to related site content and can contain keywords to entice users.

Creativity by PPC Management Companies allows adverts to push the boundaries and provide clients with a valuable new proposition in PPC Marketing.

A year on and Google has announced further enhancements and stats indicating that the two-line format of Sitelinks could be attracting over 30% increase in CTR (click through rate). In addition to this, PPC Management Companies in Birmingham and indeed all over the world can now rest assured that the Sitelinks will be displayed based on historic performance as opposed to the order they are submitted.

This change ensures that both advertisers and users are provided with the most relevant Sitelinks to interact with. All advertisers have to do is ensure that more than four Sitelinks are submitted with various character limits.

For more information on Sitelinks or to get a PPC Campaign built with Sitelinks included please contact Siren Search by email at info@sirensearch.co.uk or call freephone 0800 612 8077

Google AdWords Keyword Pricing – What will my keywords cost?PPC Management

Posted by Siren Search Mon, January 31, 2011 22:54

When selling the idea of Google PPC Marketing through AdWords to potential clients, a common question that arises out of initial conversations is “what will my keywords cost?” – As any seasoned PPC campaign manager will know, there is no hard and fast rule to calculate this for the potential client. Of course, if you manage another campaign in the exact same sector then you will have a better idea but not and exact idea as keyword prices are unique to each client.

Since your CPC plays a pivotal role in determining your Ad Rank it is wise to consider this before going in too low or even too high.

Google Ad Rank: Cost Per Click (CPC) bid x Quality Score

From years of experience, I have come to understand that trying to work out things from a mathematical view, in other words attempting to work out Google’s algorithms is pointless and will not provide you with a solid answer because the algorithm above contains a factor called ‘Quality Score’ which is equally as difficult to determine. Add in to this the algorithms for calculating maximum CPC you will be even more confused as this is based on what the person appearing below you is willing to pay.

Instead looking at it subjectively for each client will at least give them a good idea of relative costs. This way the cost of the click would actually be a figure set in the clients mind rather than a client manager. The best way to explain this is to get your client to think about how much they or their competitor would be willing to part with and still remain profitable to gain a sale on a monthly basis – strictly speaking their lowest ROI. Then the cost of the click would be relative not only to the client, but also their market.

For example, a cake seller’s CPC is not going to be a high as an estate agent’s CPC because the profit margins are so very different. Hence you would expect the cake seller to pay a much lower CPC than the estate agent. In this example, getting the client to think relatively will make it easier to justify a higher CPC where required.

If there is more profit margin in the client’s business sector the it is more likely that the relative market would be willing to pay more for a conversion hence the CPC would be higher. If a high CPC was a problem for some clients, then a way around this would be to identify niche keywords that would not have as many impressions but are related. These keywords may also be useful because users who use them maybe further down the buying cycle and in a position to do business.

In conclusion, CPC cost is relative to each market sector and unique to each client – so why try to second guess it.

Siren Search provides a PPC Management service that takes into account all the significant variables in CPC and combines this with extensive knowledge gained form managing numerous PPC accounts to provide a PPC service which takes CPC very seriously.

Our aim is to provide you with the most cost effective source of advertising through PPC Management, so please get in touch with us today to see how we can help lower you CPC and provide you with a PPC Management Company that delivers results.

Advances in search and PPC for mobile devicesPPC Management

Posted by Siren Search Fri, September 17, 2010 23:10

Recently Google has put a greater emphasis on mobile search for devices such as iPhones, Android and smart phones such as BlackBerry. The increase in activity in this area is primarily due to technological advances made in terms of accessing the internet at any given time.

In relative terms it could be said that the mobile web has been behind in advancement, but Google are now fast-tracking the mobile web to meet this new demand. With a mobile device the key is mobility and the need to have tailored results relevant to the user wherever their apparent location. Firstly Google has recently began to offer better mobile device targeting where advertisers are able to target specific devices, right down to specific mobile networks.

When advertising targeting these devices it is best to separate this campaign from your general search targeting campaign so you are better able to evaluate and optimize specifically for mobile. For example, some one searching using a desktop computer may search for a “birmingham ppc marketing company”, whereas a mobile user would most probably use just “birmingham ppc”. So your choice of keywords will also be different for mobile advertising.

Location targeting for mobile devices is highly relevant for users out and about wanting to find local places of interest, restaurants, shops and other services. By using Ad Extension to display advertiser location with the ad means more relevant data is available for the user and gives you an even better chance to be found.

In addition to this, the recent roll out of the “click to call” Ad Extension means that users can directly interact with you device specific advert like never before. Click to call means the user is given an option to automatically call your business by clicking on the ad. This is the first time the PPC advertising has been able to take advantage of a device having calling capabilities such as smart phones. What is more, the increase in capabilities has also increased for the mere advertisers or client manager with Google releasing a version of Google AdWords for mobile.

Siren Search run a number of location based, device specific campaigns to target users with the most highly targeted and relevant ads as possible with mobile advertising. With the move to smart phones such as the innovative iPhone, it has been more important than ever to ensure your business appears in search for this type of device.

Call Siren Search freephone 0800 612 8077 to speak to us about how we can get your business advertised in Google for mobile devices today.

The importance of location in search and PPCPay Per Click (PPC)

Posted by Siren Search Wed, March 31, 2010 21:58

With increasing availability of the "mobile web" and location based services, user demand for highly relevant search results has increased. The fact that more users are able to access the web wirelessly means that it is even more important to ensure you have a presence on the first page of Google through PPC.

In recent months Google has recognized this need and has stepped up in providing more location based settings to further target your AdWords ads to you local customers. At the same time more emphasis has been put on Google Maps in ensuring businesses are represented in organic listings whenever a search query contains a location factor.

PPC campaigns can now use location targeted segmentation where specific campaigns target specific areas and are able to show related Local Business Center synchronized addresses. Alternatively a manually entered address can be combined to show with your PPC ads, further targeting your potential customers.

Here at Siren Search we believe in low level detailed targeting to get the best possible results. Get in touch today and see how we can ensure you appear for all local related search queries, call 0800 612 8077.

Will the iPad revolutionize the way people find businesses through PPC?Pay Per Click (PPC)

Posted by Siren Search Sun, February 28, 2010 22:48

With the release of the Apple iPad earlier this month, a whole new platform for search has been established that allows users to browse the internet and much more on a new device which appears as a cross between a laptop computer and a smart phone. The iPad is making the internet even more accessible to users so it is even more essential that businesses can be found in search.

The device offers full browsing capabilities and so offers new opportunity for PPC ads in search. Users of the iPad will undoubtedly be using search as the primary method of finding websites offering products or services. PPC platforms such as Google AdWords will most probably offer the iPad as a targeted device as they did with the iPhone.

If the success of the Apple iPhone is anything to go by the demand for the iPad is likely to be very high thus providing even more potential customers with the capability of finding your website.

On this basis, the iPad may not revolutionize the way people find businesses but instead it will offer your potential customers even more opportunity to find you online. With emphasis on ease of use, customers demand on finding the information they require will also increase therefore it is necessary to be found on the first page of search. PPC offers this opportunity for your business and can even target specific devices, such as, the iPad.

>> See how Siren Search PPC Management can help you appear on the first page of search
>> Call us today, free phone 0800 612 8077 to see how we can help you with PPC.