Google’s Ad Suggestions And How You Will Benefit

Google have rolled out a new ‘recommendations’ feature called Google Ad Suggestions. We asked Broadplace’s Ella Cicero to break down what they are, how they work and how they could help your business…

“Research has shown that ad groups with 3 or more high-quality ads can get up to 5% to 15% more clicks or conversions than ad groups with only 1 ad, provided ad rotation has been optimized. The more ads you provide, the more options you’ll have to show the ideal message for each user search.”
Google

So, What Are Google Ads?

Quite simply, Google Ad Suggestions automatically generate ads based on account data and existing ad copy. 

How Will These Affect The Way Advertisers Work?

We take a lot of time and care to deliver the best ads possible for our clients. We take pride in our abilities. But it does take a lot of time. So when Google announced the launch of Ad Suggestions back in April (rolling out now) we were in two minds about how this would affect how we work and the overall quality of ads within the industry. We were delighted at the prospect of freeing up time to test multiple ads for ad groups without having to rewrite each one. Any writer will tell you that to say the same things multiple ways is a challenge.

 

But What About Letting Google Have Involvement in Our Ads?

Well, they are only suggestions. Read on for instructions on how to disable them. But we think you’ll want to use them…

Why Are Google Introducing These?

In terms of the industry, it should improve things – Google are aiming to provide more clickthroughs. After all, not all PPCers are fully using ETAs (Extended Text Ads – read more here). With ETAs you have more opportunity to test different ways of presenting the same message. Advertisers who have more than one ad average a 21% higher clickthrough rate than those with just one. So with Ad Suggestions, Google hopes to deliver higher clickthrough rates to advertisers.

What Will Google Actually DO?

They’ll use the already launched Ad Variations to automatically create Ad Suggestions. The ads produced won’t be markedly different to what you’re already running.

 

What WON’T Google Do?

They won’t create new ads, or original content. They also won’t create ads for industries where specific advertising laws apply – for instance pharma, healthcare, finance etc. Any Ad Groups with disapproved or limited approval ads won’t see Ad Suggestions.

You can change, pause or remove the ads at any time – you can filter to see which ones are Google Ad Suggestions to make this quicker.

 

What If I Don’t Want This?

That’s fine, if you want to switch off Google Ad Suggestions just go to your Account Settings Page, expand ‘Ad Suggestions’ and click on ‘Don’t automatically apply Ad Suggestions’.

Where Do I Find This?

To find this new feature, you will have to visit the recommendations page in the new AdWords interface. You have 14 days to approve the new ad copy before it is automatically applied to your adgroup alongside existing ads. If you are not keen on the text that Google has provided, you have the option to decline the new ad or pause any that have been added already. You can also completely opt out of this feature if that’s of interest to you.

Do You Recommend Google Ad Suggestions?

I believe that this is a great addition to Google AdWords for advertisers especially. Here’s a few reasons why:

·         The ad suggestions are purely data driven, which means they should be high performing and extremely relevant.

·         It saves time thinking of new ideas to create new variations of your existing ads.

·         It’s an automated optimisation feature.

·         Google supports these new ad suggestions in 6 different languages.

·         They increase overall performance by 5-15%!

Are There Any Downsides to Ad Suggestions?

This isn’t going to cure everything. There are some potential obstacles that you may want to bear in mind before testing this new feature:

·         Many businesses have specific requirements in regards to the message they would like to portray within their ads, this therefore means that not all of Google’s suggestions may be entirely appropriate depending on the client’s needs.

·         The ads auto apply to accounts within 14 days of them being created so the advertiser will need to monitor this.

Overall, I think that this new ad technology by Google is a great way for advertisers to save time and improve account performance all at once, which let’s be honest is the absolute dream! You can learn more about the technicalities of Google Ad Suggestions from Google Support

Google Ad Suggestions is now available across the UK, just head to the recommendations tab in the new Google AdWords interface and discover a whole new world of ad automation.

How To Set Up Ad Schedules on AdWords


Ad scheduling is important. You may think that distributing your ads evenly across the week would be more of a catch-all approach. And it may be the case that ad scheduling isn’t necessarily relevant for your sector. But if you have a pretty good idea of when your customers are searching for your products or services, ad scheduling helps to make your budget work harder and more efficiently.
As stated by PPC Hero’s Eric Couch, “Working in PPC is all about making the most of what you have … the stakes may be lower when you’re only spending fifteen dollars a day, but that doesn’t make it less important to perform at a high level.”
You probably already know this. If you’re starting off with AdWords and need to know how to set up your ad schedule to run on certain hours or days of the week, we’re really happy to present our latest ‘how to’ video.

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.

If you can’t watch the video right now, you can see a transcript below…

 

How to Schedule Ads By Hour of the Day/Day of the Week

Open 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.
Free PPC Audit 2017




Google Adwords – The Importance of Good Marketing Techniques

These days, every business expert worth their salt is talking about how important online advertising and marketing is for the success for a company, no matter what the industry. Smaller businesses are scrambling to launch websites and establish presence on social media marketing outlets, while larger corporations are seeking ways to use the internet to further track and dissect their target audiences.
If you’re looking for an efficient form of online advertising that will help you get your company name and products in front of only the consumers who are likely to have a need for your offerings, Google Adwords is one of the most important programs for you to investigate.
If you are in the habit of searching or connecting with people on the internet on a regular basis, it’s likely that you’ve been exposed to Google Adwords without even knowing it. It’s no secret that Google is one of the most prolific and influential search engines now in operation, and part of their immense success has come from the strategic use of keywords for marketing purposes. The keywords that people enter into search fields help the search engine to provide relevant results, and in the same fashion, Adwords help Google to display only relevant ads.
It’s important to mention that Google Adwords is a PPC (Pay-per-click) advertising model, meaning that the price that a certain advertiser must pay to have their keyword oriented ads displayed on a certain page are based on historical click-through rates, the relevance of the ad’s text and keywords, a certain advertiser’s account history, and other factors that may be deemed relevant by Google. This can be a very effective cost structure for smaller businesses or those that don’t have much competition in the way of keywords and audience segmentation. Larger companies looking to establish more relevance with popular keywords will have to pay more, but the cost is usually worth it.
If you think that Google Adwords would be a good match for your current marketing needs and advertising budget, it’s important to have a look at the frequently asked questions and Adwords help that are conveniently provided on the Google pages. These informational pages will allow you to see how the best keywords are chosen, and to determine whether the keywords that you want are within your price range. Keep in mind that there are many search engine optimization firms and marketing companies that can set you up with Adwords for an additional fee, but no outside help is needed to start.
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Filter to Allow Content Network Ads on Top 1000 Sites

Google has been continuously improving the features and solutions on the Google Content Network. The latest release (New tool for brand advertisers on the Google Content Network (https://adwords.blogspot.com/2010/05/new-tool-for-brand-advertisers-on.html)
Some of the changes that we have seen over last year are

  • Frequency Capping : ( Frequency capping limits the number of times your ads appear to the same unique user on the Google Content Network. It doesn’t apply to the Search Network.)
  • Above the fold filter : it helped serve the adverts where they are seen at right place.
  • And of course the change which we are seeing to improve on the tools to measure the impact of the brand campaigns.

Google yesterday launched a filter which will allow the brand campaigners to target to Ad Sense sites among the 1000 largest on the web. The feature helps to reach out to large number of sites but only those which are authentic and has a solid user base. The Top 1000 list is defined by DoubleClick Ad Planner
How to activate :
To activate the new filter, select ‘non Ad Planner 1000’ within the ‘category filters’ section of your AdWords account. Keep in mind that not all sites in the Ad Planner 1000 are in the Google Content Network and that your ads will only show on those sites that are.
A word of caution: By enabling the feature ; you may stop appearing on some of our niche but high performing content sites which are very relevant to your product / service. We strongly recommend that have a look at the existing performance of the content network before enabling the feature.
Just in case you are not on content network; you may like to enable the feature and see the response.
Previous Post:  AdWords Negative Keywords: Myths & Facts Cleared

AdWords Negative Keywords: Myths & Facts Cleared

This Blog Post is specially for those who are new to AdWords, but at the same time can also come handy for the experienced ones as well.
The facts in this document are derived directly from Google AdWords Dedicated Team. So it is 100% true and verifiable.
The facts below apply only for Google and the Search Network and NOT for Content Network, as many of the facts are different for a campaign targeting Content Network.
Google AdWords Keyword Types:
There are total five Keyword Match Types available in AdWords. They are as follows:

  • Broad Match
  • Phrase Match
  • Exact Match
  • Modified Broad Match (this has been recently introduced by Google)
  • Negative Match

What are negative keywords?
Negative keywords are a core component of a successful PPC keyword list. Adding a negative keyword to your ad group or campaign means that your ads won’t show for search queries containing that term. By filtering out unwanted impressions, negative keywords can help you reach the most appropriate prospects, reduce your cost-per-click (CPC), and increase your ROI.
The process to add negative keywords to your ad group or campaign is just like adding any other keyword. You can add a negative keyword in different match types, i.e. Broad, Phrase or Exact.
Clarity about Negative Keywords:
However, there have been cases where a user gets confused over which match type to use when adding a negative keyword.
Sometimes, people build their own perception about how a particular match type works with a negative keyword. For this reason, I’ve tried to clear the myths and make you aware about the facts of Negative Keywords below.
Myths & Facts cleared:
Myth: If the keyword ‘free trial’ is added as Negative Broad Match, it will stop our ads from showing for searches containing just the term ‘free’ or ‘trial’. It will even stop the ads from showing for variations of these terms, including singular/plural forms, for example, ‘free trials’.
Fact: A Negative Broad Match keyword like ‘free trial’ will only stop your ads from showing if the search contains BOTH these terms, irrespective of the word order. For example, it will not trigger ads for search query ‘free one-day trial’.
It will NOT prevent your ads from showing if the search query contains only one of terms, for example ‘one-day trial’ and ‘free test’.
It will also NOT prevent your ads from showing on variations of these terms, including singular/plural forms, for example, ‘free trials’.
Myth: A single word Negative Broad Match keyword in singular form will also prevent ads from showing for its plural form.
Fact: Single word Negative Broad Match keyword in singular form will NOT prevent ads from showing for its plural form.
Myth: A Single word Negative Broad match keyword will also stop ads from triggering for its synonyms, including misspellings.
Fact: A Negative Broad Match keyword will NOT stop ads from triggering for its synonyms, including misspellings. You are required to add the relative synonyms as well as misspellings, if any, in order to prevent your ads from triggering for that term. For example, if you use the negative keyword ‘cars’, your ads will still be shown for the term ‘automobiles’.
Myth: If a singular form Negative Phrase Match keyword is added, it will stop all the plural forms of that keyword as well.
Fact: Rules of Standard Phrase Match keyword still applies for a Negative Phrase Match keyword. If you were to add the keyword “free trail” to your account, the system would not let any search query containing the phrase “free trial” trigger your ads, for example, “free trial lesson”.
However, your ads would still get triggered for “free trails”, i.e. plural form.
Your ads will also not stop to show on search query that contains only one of the terms or even if the order of the words is not the same.
So, the main difference between Negative Broad and Phrase Match keyword is that in case of negative broad-match, the order of the words could be jumbled up, which is not the case in negative phrase-match.
Myth: A Negative Phrase Match keyword will not stop ads from triggering if that keyword is searched in its exact form.
Fact: When you input a word as Negative Phrase Match it will omit exact matches of the term. For example, if the term “estate agents” is added only as Negative phrase, it will also stop ads from showing if the search is exactly entered as “estate agents”.

Points to remember:
Based on the above Facts, it is a good idea to add a multiple-word search query, for example ‘estate agents’ in Negative Broad Match, since it will act as a 3-in-1 Negative keyword, i.e. it will prevent ads from showing on any search queries containing the terms ‘estate’ and ‘agents’. It will also prevent ads from showing for search queries like ‘estate agents london’ as well as the exact match ‘estate agents’.

It’s a good idea to add relevant variations of your negative keywords, including both the singular and plural forms, misspellings and synonyms.
Hope this helps to all the users in easing the work flow.
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Adwords Improves View-Through Conversion Reporting

Google’s adwords blog regarding “Improvements to view-through conversion reporting for display campaigns”  covers what all of us were waiting for to measure more effectively the ROI of the display adword campaigns on Google content network. Google had launched view through conversion reporting last year. The new improvement is next step to Google commitment to provide good reporting interfaces to optimise the content network display ads so that ROI can be maximised.
There are two main areas in which the PPC Company can get benefit:
1. Customizable view-through conversion window
2. De-duplication of search conversion reporting
With the new interface we can set the custome range for window, It helps to analyse the range for view-through conversions reported. Earlier the window was set for 30 days making it inflexible and thus annoying when one wanted to analyse a specific range. Depending on the advertisers business/ Product / Service one can analyse the date range. In some cases the decision to buy / call / action can be instant but in case of some of the services / products the decision making may be longer. These variations can be tracked pretty effectively with the new improvement in View Through Conversion reporting
The new interface also allows the option to exclude reporting for view-through conversions that are duplicated across both the Search and Content Networks. Thus search and content can be separated out; Google will de-duplicate if the user has clicked on the search advert.
I think the improvement is definitely a nice change it will help analyse the display spend much better and we at Broadplace Advertising Look forward to use the feature for our customers.
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PS: What’s View-through conversion tracking, and why should I use it for my campaign?
Recently our client’s site appeared on Voucher Codes keyword on page 1. The Keyword is very competitive.

Google Adwords – Marketing Using Google Adwords

There is a lot of buzz and hype out there about Google Adwords and Adsense programs.  It is for a very good reason, too!  There are a lot of people getting people onto their website effectively using this program, but getting the program to work effectively for you is a huge topic among web promoters.  Since every website, promotion company, PPC Agency is different, which ones will work for who may vary.  Here, we’ll review some tips on how to get Adwords by Google to work for your business.  These can help you save time, money, and effort when putting your ads together now and in the future.
One of the first things you can do while considering how to place your Google Adwords Management is to think about the perspective your customers and other possible website viewers might have which is different than yours.  What types of search phrases are they going to be using?  Make sure your landing page is relevant, and most importantly, helpful!  Use tons of “negative” keywords, which will exclude the people you do not want.  For example, if you use the word “free” to keep the people who search the word free out of your results.
Now, there are a number of big time savers that you can use to help put more words in for the same or less money.  One tip that many advertisers avail themselves of is to use the ampersand, the ‘&’ symbol, instead of the word “and”.  Using the Adwords editor can be helpful too. This will help when copying and pasting campaigns.  If a keyword gets no impressions after 2 months, ditch it! Use abbreviations when possible.  As time goes by, you can also check out reports on Google Adwords to see how your keywords are doing. Also, consider just using some common sense and look at your numbers.  A good PPC Services Company can really help you set your campaign well
Hopefully, these tips on how to get Google Adwords to work better for you will help you if you are just starting out or if you are an old veteran at it.  Using Google Adwords is a great way to promote your website and get more business.  Using tips on keyword use, cutting down on characters for maximizing your keyword, and other tips will help you as you grow your revenue and business overall.  Marketing with Adwords is a great tool, and if you use it correctly, you will benefit greatly from using it.
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