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Achieving Target with PPC/Adwords


Achieving your Targets with PPC/Adwords is easy, but needs lots of homework.

To make it easy for you, we have mentioned few tasks which should be completed before launching any PPC Campaign.


Task 1: What Advertiser Want to Achieve

Before starting a PPC campaign, an advertiser must have a crystal clear picture about what exactly he/she want from the PPC campaign.

Following are the few examples:


Example 1

A cosmetic company launching a premium hair removal cream may want to push the sales of it’s product & also want to increase the brand awareness among the targeted audience.


Example 2

A retailer or a local bakery shop wants to reach the customers living or searching for related products within 5 km of radius.


Example 3

A restaurant may want to increase walk in trafffic.


Example 4

A new pizza restaurant may want to float an offers to entice customers searching for the popular pizza restaurants near their area.


Example 5

An apparel online retail store wants to promote it’s new collection to the customers who have earlier visited the site or have purchased from the store in last 2-6 months.S


Example 6

A cosmetic surgery center may want to increase its revenue.


Example 7 (very niche segment)

A hotel near an airport want to show inventory specifically for the passengers whose flight has been cancelled or delayed.


Example 8 (a social cause)

An NGO may want to increase awareness related to food adulteration (just for an example) among masses.

So, with the above examples we can broadly segment the requirements of any advertiser:

  • Increase revenue by increasing foot falls in the store or traffic to the site
  • Branding
  • Spread awareness

Task 2: Spend Time Deciding How You Want Your Account to Be Structured

This question appears endlessly: What is an ideal account structure? I would dislike to deduce it to, yes, but there is honestly no magic recipe for structuring your advertisement account, and more than one methodology can prove successful. Fortunately, there are a few strategies that work great:

  • Based on the Structure of Your Website: The primary concern should be, how your website is structured? Do you have multiple pages or tabs for different products, services or offerings? Do you give importance to different product pages over others? If your website is well- composed and architect (which it should be), then it meets with approval to structure your AdWords account in a similar manner, meaning that it should exhibit a similar structure, ad groups and creating campaigns across a certain offerings on your E-commerce site.

    Think about how you constructed your product’s website structure; if you sell a range of goods and services, you would have imagined about how simple and quick you can make it for visitors to find what they are searching for, whether this includes different pages or tabs for each product type.
  • By Products/Services Offered: This is most probably the similar structure of your website, but imagine about your different products or services being offered and design your account in a same way.

    For instance, you sell products related to cricket, you probably want to create a campaign for cricket bats, cricket balls, cricket clothing, cricket accessories, etc. Then under the cricket bats campaign you might create separate ad groups for various brands of bats you sell or perhaps for the material, size or quality of the bat.

    Under the cricket accessories campaign you might create separate ad groups for the items like mouth gears, pads and more. Go through a list of your different offerings and assess which ones are most beneficial. Is there a very huge demand for branded sports shoes online? Then you might want to run a campaign for sports shoes with a bigger budget. Spend some time scaling out your products or offerings and determine how you want to divide your budget between campaigns depending upon the profits & demand.

For eg., lets see how a campaign of any online store, selling apparels will look like:

Jeans (Campaign 1)

Male Jeans (Adgroup 1)

Keywords

  • Mens Jeans
  • Cotton Jeans for Men
  • Slim Fit Jeans for Men

Female Jeans (Adgroup 2)

Keywords

  • Female Jeans
  • Jeans for Girls
  • Slim fit jeans for girl
  • Slim fit jeans for women

Mens Shirts (Campaign 2)

Party Wear Cotton Shirts (Adgroup 1)

Keywords

  • Party wear cotton shirts
  • Expensive cotton shirts

Casual Cotton Shirts (Adgroup 2)

Keywords

  • Casual cotton shirts
  • Casual cotton shirts online
  • Casual cotton shirts below 999/-
  • Printed Casual cotton shirts online
  • Casual cotton shirts in checks

Like above example, we can create as many campaigns in a single account distributed further into related Adgroups. The idea is to explain you how one can structure the campaign.

Based on Locations: Is location targeting crucial to your business? Maybe you are running a travel and tourism company that has different locations across Delhi or perhaps you sell tourism courses in major cities ranging from Delhi, Mumbai, Pune, Bhubaneshwar and Kolkata. In this case location targeting becomes mandatory & you have to create different campaigns targeting different locations with different budget.

You can be more precise by radius targeting or pin code targeting.


Radius Targeting



With effective location targeting, you may sell your products and offerings worldwide or regionally depending on your requirement. However, keep in mind that these specific locations must eventually be structured around your offerings and website.


Task 3: Selection of Keywords

Selection of best keywords means optimizing the given budget. Budgeting is one of the important things to consider in PPC/Adwors. One must be very clear before running a PPC campaign & that is; a budget, advertiser puts into a campaign should not be considered as an expense, but should be considered as a resource which any advertiser is using to achieve the desired results.

The best part of Pay Per Click/PPC advertising is that it is highly flexible. An advertiser can control the cost of every click, can decide what and when to invest & at which time of the day wants the clicks. Keyword selection plays a big role in keeping the budget in control.

As per the results, you can gradually increase or decrease the budget of a campaign.

Selection of keyword plays an important role in optimizing any campaign or getting the maximum out of the campaign.

Please click here to read more about the selection of keywords in detail.


Task 4: Creating Text Ads (for Search Campaign)

Google Expanded Text Ads offer 2 headline fields instead of 1




Two headlines are most important, use it.

The one extra headline field option given in Expanded Text Ad by Google, enables an advertiser to include additional text in their Google ads. For headline one and two, In Expanded Text Ads, you have 30 characters for each headline as on converse to 25 characters in traditional/standard text ads.

Note: Headline#1 is way too valuable than Headline#2




In case when all 30 characters are being used of 2nd headline, the second headline may appear after a line break:




Both headlines of Expanded Text Ads occur next to each other and they are versatile as per your customer screen and partitioned by a hyphen (-). The 2 headlines of expanded text ads are:

  • Main headline
  • Secondary headline

You need to write the most valuable information or most important keyword in your main headline i.e. headline#1, as larger part of users mainly view it at first and it is attention gainer.

You can or in fact should include your main keyword in the linked ad group and in case you are making use of long keyword term, you must enter in full keyword in the main headline of expanded text ad. Expanded Text Ads also provides some innovative independence and now you can do much more after adding keywords, like you can create strongly attractive headlines, use interactive and compelling language and their amalgamation for sure will help in maximizing click through rates.


Description



Now in the 80 characters description field, use the space to illustrate vital information about your product or services. It’s a viable idea to include a "call to action”— the action you seek your customer to take. If you are an online ethnic apparel store, your description might add “Shop now” or “Buy ethnic apparels now”. If you are a service provider, you might want to include something like “Get an instant price quote online,” "Free Guide" or “See pricing".


Length limits

FieldMax length
Headline 130 characters
Headline 20 characters
Description80 characters
Path (2)15 characters each

You can use an Ad Preview and Diagnosis Tool to check how your ads look like on the Google search results page that too without impacting your ad statistics


Tip

Using the most catchy and useful details in 1st headline and its description, you can give additional details about your business, such as its location, contact number, or deep links into your website, by including extensions to your text ads. You may even use dynamic text to personalize your ad to each individual


Make sure that your ads are fully responsive to users across all devices

In today’s digital world, it is quite evident that the majority of internet users or your targeted audience will be using mobile devices & probably your ads will also get the most impressions from the mobile devices, so it is important to keep your text ads responsive & this concern is also being addressed by Google with the introduction of Expanded Text Ads. Expanded Text Ads offers the flexibility of not distinguishing between devices as unlike that in standard text ads, which allows same ad to appear across all devices.

However, you have to make sure that long headlines of your ads are not divided up into 2 parts, and furthermore, you should pay due attention to ensure your ads work effectively on all devices like mobiles, laptops, desktops and tabs.




In ad editor, you have a mobile preview feature that reveals it to you, what would be the ultimate look of your mobile ads, and duly, you can alter your ad copy.


Include top keywords in the path fields

Google’s newly introduced Expanded Text Ads automatically bring in the complete URL for advertiser’s display URL, from the final URL & additionally marketers can include up to 15 characters each to the 2 path fields which will be visible as a final display URL. This is an optional feature.




In spite of being optional, we advise advertisers to utilize these complementary fields in their new expanded text ads. Not only does it comforts the searchers that the advertisers ad will take them to a particular landing page specific to their search and interest, but will also lead to the augmentation of an advertiser’s ads CVR and CTR. Furthermore, yet, adding a top keyword in your display URL’s path, you are making your ad more relevant to the for the keyword, searchers are searching for and can thus enhance your ad’s relevance and quality score and eventfully lowering the CPC.s


Write Successful Text Ads: Few Tips

In order to reach the most relevant customer base, you need to make your ad meaningful, creative, eye-catching and specific. In this tutorial we are sharing the most effective tips to write a successful ad text that would ultimately lead to make your strong online presence and help prosper your brand goals.


Highlight what sets you apart from others or your direct competitors

Creativity? Unmatched variety? Unparalleled Quality? Free shipping? Freebies? Most economical prices? Tell audience. Present the products, services, or your offerings that make you stand out in the competition.


Add up prices and promotions

People most commonly use Google search to make a decision about a certain product or service. Offer them the valuable details and information on the pricing, discounts any exclusives on the product that would be useful for them to decide. If you have a restricted-time discount or stock up a unique product, showcase it so.


Authorize customers to take action

When you are selling something (a product or service), you are not predisposed at selling it by hook or crook, rather you have to tell audience, what they can buy. Let your audience know how to contact you. Calls to action (CTA) like order, browse, purchase, call today, sign up, or receive a quote make it plain what the next steps are.


Include at least one of your keywords in your ads

Keywords in your ad text represents your ad’s significance to what people want and need. For instance, if you have included Home Theatre as a keyword, your ad headline could be "Buy Home Theatre."


Match your ad to your landing page

Take a view of the page that you are linking to from your ad (the landing page), and keep in mind that the products or promotions in your ad are added there. People might abort their search on your website if they do not find what they hope for.


Entreat to customers on mobile devices

Users viewing your ads on mobile are much inclined to seek to know where you are, or to make a call to you. You can display your contact number and location with call extensions and location extensions respectively. Moreover, attempt to create ads committed to people on mobile devices, utilizing the mobile version of your website as a landing page, and offering exclusives acceptable to the needs of a mobile audience. Always remember, your text ads can show up differently on mobile phones.

You can also calculate how your site rates on mobile speed, and obtain quick fixes to make it better.


Experiment

Create 3 – 4 ads for each ad group, and use different communicative notes for each to test which does the best. Adwords automatically rotates ads to reveal the best-performing ads more often.


Check for common ad text errors

With a view to ensure all AdWords ads are of high quality, each ad must fulfill the standard editorial and professional criteria. That typically state to have no additional spaces, upper case-lower case letters, peculiar Capitals, vague URLs, to name a few.

This particular detail applies to standard text ads only.

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