When people look for your brand.. what do they find?Trustpilot company profiles appear in ~0.15% of all Google search results. Rank highly and stand out in organic search, highlighting your reputation to potential customers.
So How Does that Translate into Revenue?
- 77% of UK consumers use online reviews to help them make purchasing decisions
- 62% of UK consumers are more likely to do business with a company after reading a positive review online
- Reading a positive review leads 1 in 5 people to spend at least 10% more during checkout *Nielsen’s Global Survey of trust, Q1 2013
Get On Board With A Trustpilot PartnerBroadplace recently teamed up with Trustpilot to bring trustworthy reviews to your brand (and ours – we’re using them too, we wouldn’t recommend it without using it ourselves!). Trustpilot are a review community that builds trust between businesses and consumers. What drew us to the company is the ease of use – the system is so simple, they’re arguably the most respected in the business and, from personal experience, they’re a really nice company to deal with. When you get referred to Trustpilot through Broadplace we are able to negotiate preferred rates for you, because of our partnership.
Worried About Bad Reviews?Trustpilot is trusted because all reviews are posted – the good and the bad. BUT, they actively seek out any fraudulent or suspicious reviews and you can report these too. They hey will be investigated and potentially removed. Bad reviews happen, but better that they happen where you can be immediately notified of them. This gives you the opportunity to resolve the matter – and you can reply directly on the reviews, showing other consumers that you are proactive in responding to feedback – good and bad. Think about your own experiences as a consumer – when you’re on Tripadvisor, for instance, don’t you find it helpful to see the good and bad reviews and isn’t it reassuring when the hotel manager responds to negative feedback in a positive way?
“Every day more than 21,000 consumers sign up for a Trustpilot account, demonstrating the growing global trend that a brand is no longer what the company says it is; it’s what the customers say it is.” Peter Holten Mühlmann Founder & CEO of Trustpilot
Why Have an Account With Trustpilot?When you can go for a free plan, why bother paying? Well, as we pointed out in our blog on how to get ratings on adverts, you’ll need around 150 reviews to have your seller rating appear on ads. This takes time to build up. With Trustpilot’s most popular account, the “pro” accounts you can build your reputation and collect reviews. You get a number of free credits called ‘kickstart’ credits that let you invite past customers to leave a review. It could get you up and running on google seller ratings and product
Tonnes of TechAutomated review reminders (which on average garner a further 35% more reviews for companies). The Trustbox Optimizer split-tests the display and placement of the Trustbox – displaying your current rating. You can use hootsuite to automatically share the best reviews across your social media channels. Intrigued? We don’t blame you. Get in touch with your account manager or our Head of Customer Growth Sergio today. He’d be really happy to explain how Trustpilot could work for you. And don’t worry – no hard sell, it might be that you don’t need the full pro version, so he’ll give you free impartial advice.
How I became an ApprenticeAt college the nearest thing to digital I had was Photography, which was only one of my four A-levels, yet I spent most of my free periods and time outside of college on my photography work simply because I enjoyed it. I struggled with the looming decision of what to do after college, as web development wasn’t creative enough for me, while graphic design was not technical enough for me. I then focused on trying to find something that really stimulated my brain, and I thought back to when I ran my own clothing line at the age of 15. This was a time where many small clothing lines were really emerging through scale-able social media campaigns. I was checking my brand’s Facebook, Twitter & Instagram constantly, running competitions and really enjoying social media and digital advertising. That’s where I found digital marketing – something that I could be creative and technical in.
A typical Monday – no tea/coffee making hereI am currently 7 months through my 12 month Level 3 Digital Marketing apprenticeship, and this is what a typical Monday looks like for me: 8.45am – Arrive at work and get all set up for the day, then chat with colleagues about their weekend over some delicious beans at our Monday morning coffee club. 9am – I would start by catching up on emails, and any priorities make it into my to-do list for the day. I try to stick to checking my email only once an hour and turn the notifications off so I can concentrate on my current task. In a typical morning I would be completing short but urgent tasks such as adjusting budgets for a client’s Facebook Ad campaign, checking there are no issues with my client’s Google AdWords accounts or writing new ads for a client’s LinkedIn campaign. 11am – We have a 10 minute break here to stop our eyes from going square, I usually take a quick walk downstairs (we are top floor in a shared office) and get some fresh air, then have a 5 minute game on our air hockey table. 11.10am – After completing any urgent tasks, I can then focus on ongoing tasks, such as researching keywords for a new client or creating reports and analysing account’s performance. 12am – I have a scheduled call with a client here to discuss their accounts performance. We discuss the accounts performance and my commentary on their CampaignHub report, our in-house reporting software. 1pm – I eat my lunch in our office ‘park’ then relax on our array of coloured bean bags. 2pm – I look at my monthly development plan from my apprenticeship provider and see what units from my qualification I should be working on. From personal experience expect to spend 20-30% of your working time on your Level 3 qualification. 3.50pm – We have another 10 minute break here which I normally use to get some fresh air and a snack. 4.00pm – I try to spend 30-60 minutes on improving my skills on something work related, or learning something new that I can apply in a clients account, for example learning best practice on a new type of Facebook ad. After this I would check my to-do list and see if I can complete anything else in the last part of the day. 5.30pm – I finish for the day and head home.
Other AspectsThis opportunity has given me great experience in so many different parts of Digital, such as SEO, social media management, PPC and more. Employee growth was the deciding factor for me joining Broadplace, as in my interview the success story of Akash Raval, a previous apprentice turned Key Account Handler, really impressed me. I found it difficult to find out what an apprenticeship would be like every day, so hopefully this post has given you an insight into what apprenticeships are really like. If you are interested in opportunities at Broadplace then head over to our careers page.
Quick Wins with Ad Scheduling
- Ad scheduling shows customers when you are available to help them.
- Ad scheduling allows you to make bid adjustments for quieter and busier times of the day/week.
- You can also use a location bid modifier to schedule your bidding per city.
How to Schedule Ads By Hour of the Day/Day of the WeekOpen the campaign you need to edit Go to settings Go to ad schedule Click & create custom schedule Choose either 12 hour or 24 hour display clock, hit save Select days of the week by pressing the blue +Add button You will see the Ad Schedule overview highlighting the selected days and hours Apply bid adjustments where necessary for the chosen days
Want to Check Those Stats?By Hour of the day Open the campaign Go to “dimensions” Select “time” then “hour of day” You’ll now see breakdown by hour of the day. By Day of the Week Open the campaign Go to “dimensions” Select “time” then “day of the week” You’ll now see the performance breakdown by day of the week Here at Broadplace, we really like to share our expertise to make like easier for you. Whether you’re a customer or not.That’s why we’re offering you a FREE PPC AUDIT. With no strings attached.
How They LookExpanded text ads have a new format, as compared in the image below. There are:
- two headlines (up to 30 characters each)
- a single, expanded description field (up to 80 characters)
- a display URL that uses your final URL’s domain
- two optional ‘path fields’ – these show users where they will end up on your website when they click through
Expanded Text Ads Set Up Tips
HeadlinesThis is where you need to use keywords and compelling text to entice customers to click. The secondary headline should provide supporting information – that could be your USP or the deadline of an offer.
TOP TIP Remember that not all of your headline will always show. This is because Google are counting pixels as well as characters and letters such as “W” take up more space.
DescriptionBack up your claims, provide supporting information that leads into a call to action. You can boost conversions by showing users what to expect when they click on the ad – will they go through to more Differentiate your product or service from competitors. This is your last chance to grab users’ attention. BUT! Don’t waffle for the sake of using every available character – if you can keep it short and sweet and enjoy the same great results, do that! Use compelling words that are emotive – i.e. they grab your customer’s attention because they appeal to something that person is experiencing – a problem, a solution, a deadline. We’ll be providing our top 100 list of compelling words in a future blog, check back!
Display URLThese are optional, but it’s best practice to utilise this new feature. You can use it to add in more keywords. You can break up a long tail keyword by splitting it up across the path fields.
TOP TIP Google doesn’t allow you to use trademarks or competitor names in the headlines or description, but you can use them in the URL path fields.
Mobile AdsAlways ensure that your ads are mobile friendly. ETAs don’t differentiate between devices, unlike their predecessor, the Standard Text Ad. In the ad editor, make use of the mobile preview feature to check headlines make sense if they are broken up into two lines.
Split Testing ETAsAs we showed in our previous blog about the results of ETA so far from our Beta Testing (as a Google Premier Partner we get to test cool new stuff first), overall the average Clickthrough Rate (CTR) was a lot higher than standard text ads. Ours were enjoying a 188% increase. This might not always be the case. For that reason, we highly recommend testing out the new ads in the ad groups that have performed well for you in the past. As you may be aware, ETAs will replace standard text ads from 31st January 2017. Pre-existing text ads will continue to serve past this date. Now is the time to test the two alongside each other.
Don’t just pause your standard text ads. Work on your ETAs until they are achieving the same or better results as the STAs.
Can ETAs Increase Your Quality Score?As with all things Google, relevance is key. That’s why ads should serve the search queries that users type in. Achieving a high CTR signals to Google that your ad is useful to users. Use the keywords you are bidding on in the text – including competitors’ names if you have used them in the path fields. Using helpful ad extensions can help improve quality score because, when used with an ETA they take up more ‘real estate’ on the search engine results page (SERP) and are likely to receive more clicks. The extensions can be used to provide more helpful information that supplements what is already in your ad text.
What About My Old Text Ads?Don’t fret, you’re not going to have to spend the rest of the year rewriting a bunch of ads. You can add new ads in bulk.
- In your AdWords account, click the Campaigns menu, then click on the Ads tab
- Make sure the “All Enabled Ads” option is selected
- Click Edit > Download Spreadsheet.
- Choose Excel .CSV format
- Click “Advanced editing” and uncheck all boxes except “All Editable Columns”. Then click Download and save the file on your machine.
- Open the CSV file in Excel
- For each ad that you want to create an expanded text ad for, add values in the Headline 1, Headline 2, Description, Path 1 and Path 2 columns. You can use values in the Ad, Description line 1 and Description line 2 columns (in the same row) as a guide since these represent your current ad.
- Delete the Ad, Description line 1, Description line 2 and Display URL values from the same row.
- Go to the Ad Type column and change “Text ad” to “Expanded text ad”
- Repeat steps 2, 3 and 4 for each expanded text ad you want to create. NOTE: If you are new to this process, it will be best if you try and add only one expanded text ad the first time. In this case, you should just delete all rows other than the row you just edited.
- Save the file as a CSV
Import Your New Ads
- In your AdWords account, click the Campaigns menu, then click on the Ads tab
- Click Edit > Upload Spreadsheet
- Choose the file you saved and click Upload and Preview
- Google will now show you the number of ads that will be added. This should be the no. of new expanded text ads that you added in step 2 of the Make Changes section above. If there are any problems with the data you added, it will be shown in this box.
- Click on Preview changes. Even if you had any errors in step 4 above, you should do this to determine exactly where the problems are.
- Verify that each expanded text ad is shown correctly in the preview
- If everything looks good, click Approve changes to add your new ads. If you see any problems here, click Reject changes. Go back to your CSV file in Excel, fix the problems and then try again.
Christmas is approaching fast, but it’s not too late to make the most of the opportunities this time of year. It’s just a case of identifying them and acting fast. That’s why Broadplace has put together a Free Ebook Christmas Marketing for you. Whether you’re a retailer in Toys & Games, Food or Electronics, there’s hints and tips for everyone. Time is of the essence, however, so we recommend you download your free Ebook now and contact us for more information on how we can help you to drive sales this Christmas. Plus – find out how you could win £500 of YouTube ad credit (download one of the Ebooks to find out how)
Did You Know?Sales from smartphones in January ’16 are predicted to grow 99% Year-on-Year – time to make sure your website is mobile-friendly, especially your checkout pages!
RetailersA general look at the Christmas landscape for all retailers in 2016 – a review of the key outcomes of 2015, followed by predictions for 2016. Hints and tips from Google and Broadplace. All of which will help you to secure the best marketing plan for Christmas 2016. Download your Free Ebook Christmas Marketing for Retail here…
BeautyBeauty retailers will enjoy an uplift this Christmas, but when? Find out with the Free Ebook Christmas Marketing for Beauty. Included are Google’s predictions about search queries and volume; as well as hints and tips for taking advantage of the Christmas period. Get your free copy here…
Did you know?30% of location specific searches happen on a smartphone?
Techdownload it here…
Toys & GamesIt should come as no surprise to toys and games retailers that this is an incredibly busy time of the year. But do you know the peak times at which your customers are searching? How much growth does Google forecast in your sector this Christmas? Are your shopping ads up to scratch? Find out in the Free Ebook Christmas Marketing for Toys & Games here…
Did you know?Only 10% of consumers do ALL their shopping in-store
Food & Grocery
Food and Grocery retailers will be interested to learn when people most search for their products. This will help to guide you on when to ramp up ad investment to ensure you are front and centre when people are searching for your products.
Discover how Google forecasts spend for your industry in the 2016 Christmas period in the Free Ebook Christmas Marketing for Food & Grocery here…
Ad RankThat elusive and mysterious method by which Google decides where and how often your ads are shown to customers… The score is determined by a few things, including quality scores, bids, use of extensions and also the length of time you’ve had an active campaign with Google. Pausing your campaign damages your ad rank. It removes you from auctions and automatically gives your competitors a boost up the ladder. So when you reactivate your campaign you are at an immediate disadvantage having to fight harder to regain your position. Simply put, this costs money.
CompetitionIf you keep advertising while competitors pause their campaign, bidding on keywords gets cheaper, competition is reduced.
REMEMBER! You only pay the amount for a click as the highest bid on the position below you
Trafffic Volume IncreasesThink about what you do over the Christmas period… a sneaky search for next year’s holiday? Looking for office supplies while work is quiet in the countdown to Christmas Eve? Planning events, home improvements, weddings, , marketing plans… The list is endless. Make sure you’re there.
Predicted traffic volumes Black Friday – 190-200 million Cyber Monday – 170-185 million Manic Monday – 150-157 million Christmas Day – 150-155 million Boxing Day – 170 – 190 million New Year’s Day – 130-137 million
Spending IncreasesWith Christmas bonuses, cheques and vouchers, people are looking to spend money. Not just on gifts, but on themselves too. Just think about the opportunities that social gatherings, family treats, outings bring with them for many different industries. If you pause ad campaigns at christmas, you’re going to miss out on this extra opportunities.
40% of us are expected to over budget this Christmas by at least £70
New Year’s ResolutionsThis is the time of year that people are looking to the future. They’re planning, they’re researching and looking for answers. This an example of what Google calls ‘micro-moments’. And they’re exactly when you need to be in front of your customers.
Trades and ServicesMany service clients assume they should wind down over the festive period. This couldn’t be further from the truth. You can remain competitive over the Christmas period even if you’re taking time off – make sure that you clearly inform customers when you are or aren’t working and you’ll already have an edge over many rival companies. Switch off call extensions active and for times that you are not working, or make sure you have a voicemail set up to get customers to leave a message – let them know when you’ll get back to them. Convert those calls! Emergency tradesmen are in short supply at this time of year. If you’re planning on working, advertise this. Bid high to ensure customers call you first. You’ll get more exposure than those not working and will be the first port of call next time an emergency happens.
Want to know more | Pause Ad Campaigns at Christmas?If you’re a Broadplace customer, get in touch with your Account Manager to draw up a plan-of-attack for your successful Christmas. Not a Broadplace customer? Get in touch today and we’ll tell you what we’d recommend FREE OF CHARGE.
[btnsx id=”4150″]See also >> Online Retail Ads – When To Save and When To Spend This Christmas
At Bing Ads we understand that a significant percentage of our advertisers also manage paid search campaigns in Google AdWords. This means compatibility between search advertising platforms is very important to our advertisers and to us. ” Jamie Chung, Program ManagerThis will come as a huge relief to many advertisers who primarily advertise with Google Ads. Luckily, Bing allows advertisers to import from Google AdWords, saving time getting expanded text ads up and running on both platforms. This latest development proves to us their commitment to keeping up with AdWords and making life easier for its advertisers.
Bing Expanded Text Ads ExplainedSo, how will the new expanded text ads compare with the current Standard Text Ads on Bing?
Expanded Text Ads is a new mobile-optimized ad format that enables your customers to craft longer ad copy and optimize their ad text to better engage with searchers before they click on their ads.” Jamie Chung, BingThe Display URL paths will not need to contain active breadcrumbs from the final URL. Capitalisation will be retained, however, as you can see from the examples from Bing below: If you’d be interested in learning more about the pilot scheme and would like to sign up for it, please get in touch with your Account Manager or give us a call on 020 7993 9853. Learn more about the differences between Google AdWords and Microsoft Bing Ads here: