Image via WikipediaHere's some top tips...
How to get better results from email shots
Enhance your Google ROI
How to avoid Google Ad word suicide
For your traffic driving activities:
Now:
Send a second promotion to the same people who received your
first promotion. We'll look at the 'numbers' in a moment:
I'm surprised...
If you get the help of top marketeers they always say the third mention brings you the business and still many business owners miss out on this tested method and leave so much
money on the table. A second promotion produce nigh as many orders as the first promotion.
And even better...
A 3rd or 4th promotion - simply changes the words of
the promotion.
You see...
Most people in business are looking for a product or service and they spend all day every spinning plates and don't always get to read all their emails or letters
Sometimes the timing just wasn't right for them when they received your first offer.
Keep going and wave your business flag once again
Now you will have gained a maximum response
Imagine
An email at first broadcast has a 4% response
Second has a 2.5% response
Third has a 1.5% response
That means...
The 2nd and 3rd promotions doubled the first response!
Now try it for yourself and please report back
Next.........Google is the key to getting instant business
Google announced a new automated bidding tool
Enhanced CPC
It can improve your Return On Investment (ROI) on the campaigns where you use manual bidding.
The tool works by taking your historical conversion tracking data and automatically adjusting your max cost per click (CPC) bids based on how likely it is that your ad will convert. So theoretically you should get more conversions while maintaining or reducing your cost per acquisition (CPA). Plus you’ll spend less time managing your max CPC bids.
For an example…
Joe Blow sells pet supplies, and has enabled Enhanced CPC for his campaign that contains the keywords ‘dog collars’, ‘leather studded dog collars’, and ‘pink diamante dog collars’, all with a max CPC bid of £0.50.
When someone searches on ‘pink diamante dog collars’, AdWords recognizes that the keyword has converted well in the past and so increases the max CPC bid to £0.55 for that auction. If historical data shows that a conversion is very likely, Enhanced CPC could bid up to 30% more than the max CPC. So the most Joe Bloggs would be charged for a click is £0.65.
Conversely, if a user searches on a term that has not converted in the past, the AdWords system will lower the max CPC, although Google hasn’t specified how low they will go with the bids.
So the idea is that AdWords ultimately helps Joe Bloggs increase sales and conversions, whilst maintaining or lowering his average cost per conversion.
So What?
It all sounds good but will this tool really make that much of a difference? What’s the difference between this and Conversion Optimiser, which also promises to boost your ROI with an easy-to-use bidding tool?
Will you get more conversion from your AdWords spend? Maybe, although the danger is that you end up spending more. If you are getting more conversions at the same CPA then surely you’re going to have to increase your spend to make the most of it. And surely you reach a point where you can’t spend anymore so you’re getting the same number of conversions at the same CPA, therefore there’s no growth in your campaigns.
And what happens when there’s another ash cloud or the stock market dips, meaning your conversion rates drop? Will Google start lowering bids on keywords that are experiencing a blip? Could they reduce bids to the point where traffic fades to almost nothing?
Don’t lose control
By using Enhanced CPC you relinquish control of your campaign bid management. Google doesn’t offer notifications to let you know when the system begins to modify bids, and you can’t see a breakdown of modified bids within the AdWords interface.
Depending on how big your campaigns are, shouldn’t you be doing this stuff as a matter of course anyway – manually, or using your bid management tool? If you’re running your own relatively small campaigns, you should be reviewing your max CPC bids regularly as part of your optimisation process. Weekly is probably frequent enough to adjust your max CPC bids.
By reviewing your own bids and changing them manually, you retain the control and can make decisions based on the performance data that is important to you. You might want to increase bids only on keywords in a particular campaign or ad group. You might decide to increase your CPA on a campaign, and reduce spend to maintain conversions in another. This tool won’t be able to make those clever decisions for you.
We do use bid management tools to increase our clients’ campaign ROI, but we always retain a level of human interaction with the tool so that we’re making absolutely the right decision for our client. As a smaller business, handing total control to Google Enhanced CPC could cost you more than you bargained for. Test with care…
If you’ve tried Enhanced CPC, we’d love to know how you’re getting on. Leave your comments…
Google AdWords nearly drove one irate advertiser to suicide! Stop AdWords from driving you to an early grave…
You might have heard about the Google AdWords customer in India who threatened to kill himself if Google didn’t respond to his Google AdWords Help thread “in the next few hours”. This guy was so hacked off with the lack of AdWords help that he took the extreme measure of promising to kill himself (he didn’t, by the way).
You might have heard about the Google AdWords customer in India who threatened to kill himself if Google didn’t respond to his Google AdWords Help thread “in the next few hours”. This guy was so hacked off with the lack of AdWords help that he took the extreme measure of promising to kill himself (he didn’t, by the way).
OK, so threatening to take your own life may be a little extreme, but we all have things that drive us nuts about Google AdWords and the AdWords interface and make us want to kick something. Here are our top 5 AdWords grievances…
1. Google AdWords Network Targeting
This is a very common mistake and one that has burnt thousands of advertisers. The settings you choose here will determine where your ads appear on the Internet. The Google Network is made up of the Search Network and the Display Network (formerly the Content Network).
- The Search Network is where your ads can appear above or beside the search results for the keywords you target. The Search Network does include other search partner sites like ask.com and aol.com.
- The Display Network (formerly Content Network) is where Google scans your ad groups and based on the keywords, they assign a theme to those ad groups. They then do the same to the pages on the Display Network. When the content page and your ad group have the same theme, your ad is displayed. You can use text, image, video and rich media ads on the display network.
By default your campaigns are opted into both the Search and Display Networks. But what Google doesn’t tell you is that because the Search and Display Networks work in very different ways, best practice is to run separate Search and Display campaigns, not lump them all in together.
So when you set your campaigns up, build separate Search and Display Network campaigns:
Click ‘let me choose’ and select Google Search and Search Partners if you want to and save your changes.
2. Devices Targeting
This is another trap that is easy to fall into. Just like the Network targeting scenario, you can target your ads to desktop computers and mobile devices:
- Desktop and Laptop Computers (pretty self-explanatory).
- iPhones and other mobile devices with full internet browsers where you can display standard text ads.
- iPhones and other mobile devices with full internet browsers where you can display standard text ads.
Again, by default both of these targeting options are selected, and again, this goes against best practice. User’s behaviour is so different on a mobile device than on their computer or laptop. People tend to use one-word searches and misspellings are common.
It’s best to structure mobile and desktop device campaigns differently. If you’re on a computer you might be more likely to use long tail keywords and be looking to make a purchase, rather than looking for information. But the same rules apply – make sure your landing pages are relevant and make sure they render OK on a mobile device.
As before, deselect “iPhone and other mobile devices with full internet browsers” to only target Desktop computers, and vice versa to only target mobile devices. You can also target specific networks, so if you were after business users, targeting Vodafone might be a good test.
3. Quality Score
Do you honestly know what Quality Score is and how Google determines your Quality Score? The rule of thumb is that the closer the relationship between your keyword, your ads and you landing page, Google will give you more points out of 10 (1 the lowest, 10 the highest), which in turn will mean better ad positions and lower costs per click.
Did you know that Google can display your keyword Quality Score in the AdWords interface? OK, so it’s not your actual Quality Score. Google can’t really tell you that. But it’s an indication that you might need to do some work on your ads or landing pages. So anything with a Quality Score of 6 or below might need some attention.
By default the Quality Score is not displayed. To turn it on and display the Quality Score, go to the Keywords tab and click on Columns and tick the Quality Score option:
Now you’ll be able to see your Quality Score under the keywords tab:
4. First Page Bid
Have you ever logged in to your account and seen those little messages that tell you that your keyword max CPC is below first page bid estimate?
AdWords is only trying to be helpful. If your bid is less than the first page bid it will tell you, and suggest what you should be bidding. But be careful with this! Firstly take a look at your average ad position. If it’s high, it suggests that your ad is always appearing on the first page so you probably don’t need to worry about increasing your bid.
Also, it should really only apply to Exact match keywords, and occasionally Phrase match. You’d be mad to increase your Broad match bids too much. It may cost you a fortune and you could end up overbidding. Use your own judgement on this one. Take what Google says with a pinch of salt.
5. Daily Budgets
Be careful with your daily budget as you can find you’re overspent by up to 20%. To be fair to Google, they do warn us that “Daily budget represents your average spend over the month; actual spend on a given day may vary”, but it’s worth keeping your eye on it.
We recommend using a slightly lower test budget when you first start an AdWords campaign. Then you can ramp it up once you are sure your campaign is running smoothly.
Stop Google AdWords from beating you!
The real danger is that you make a few mistakes, don’t build or optimize your campaigns in the best way, and then declare “AdWords doesn’t work!”.
Unless you’re in the know, or are an agency with dedicated Google account management support, there are things that you just won’t know you’re supposed to be doing.
We’re running regular Google AdWords Certified Trainer courses and seminars for individuals, companies or agencies. Book one of our courses and expect to get the kind of information you need to be able to take on Google AdWords. Check our course dates.
http://www.1updigital.com/blog/google-adwords-suicide.html
http://www.1updigital.com/blog/google-adwords-suicide.html
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