With thousands of sites on Google’s content network, your campaigns have the potential to reach millions of viewers. However are you reaching the audience you are looking for?
Enhanced Online Campaigns combine keyword-targeted along with placement-targeted campaigns. This type of campaign allows you to get more control over who sees your ads; you decide which sites your ads will be seen on and what keywords are relevant to your site. Your ads will only show when both the keyword and placement match. Target demographically, by industry or choose specific relevant sites.
By creating different ad groups, you can choose to target different sites or demographics and create specific ad copy for that ad group. For example, if you sell flowers, you might have an ad group focusing on Father’s Day and another ad group focusing on wholesale. The ad copy, keywords and placements will all be different, but all relevant to your business.
You can set custom bids for specific placements. After choosing your sites, test your campaigns then run a paid placement report. The paid placement report lets you review what sites are getting the best results. You can eliminate under performing sites and bid more for higher performing sites to maximize your ROI.
By leveraging Google’s enhanced online campaigns, you can deliver your message to a more precise audience than with a content campaign.
I am asked very often by my clients, ‘What is going to make me stand out from my competition?’ Advertisers have been asking themselves this question for years, and the answer still remains the same; ‘what is your offer?’ A captivating offer in a search engine marketing campaign is not only key for obtaining potential customers, but also can make the difference in whether a customer will consider going with your company, versus your competition.
When deciding which offer to use, remember that there needs to be significant perceived value for the customer; put yourself in the mindset of your customer. For example, if you are a plumber, an enticing offer for your customer may be $49 to unclog any drain. Not only is this offer easy for the customer to remember, but it makes the plumber stand out from his competition; the perceived value of this offer makes a potential customer want to find out more. An example of a poor offer might be for a car dealer who is offering ‘a free air freshener with the purchase of a new car.’ The incentive for the customer to click on the ad is non-existent. If the customer is purchasing a $30,000 car, they would expect to get more than a $2 air freshener.
Try testing several different offers over the course of your search engine marketing campaign; not every offer will perform the same. Not only are you able to differentiate what offers work best for specific products, but you also have the opportunity to update your ad copy on a regular basis. Don’t simply test an offer for a few days; allow a significant amount of time to pass for you to gather information regarding the performance of specific offers.
Remember, you won’t know what offer works best, until you test.
If you’ve ever managed a Pay-per-Click (PPC) campaign you probably ran into the situation where your campaigns were tracking to go over budget. Google, for example, allows up to 20% increase in ad delivery on high traffic days for AdWords campaigns. If you experience a few of these days during the early part of the month, you could be faced with making decisions on how to stretch out your ad delivery in the month’s final days. Do you turn off your campaigns altogether and wait for the next month to start? Do you only run the most profitable keywords; if so, what are they? Do you change the ad delivery so your ads only run during the day or night, weekday or weekends? A good way to determine which strategy is best is to analyze your Google Analytics (GA) data (assuming you have a GA account).
You can leverage the data captured in Google Analytics to identify your top producing keywords. In addition, you can run specific reports in Google Analytics to identify what times of the day your PPC keywords convert the best. Google Analytics can help you identify the optimum time to run your ads, the best mix of keywords for Return on Investment (ROI), and the geo-targeting areas to deliver those ads.
Next time you need to make decisions about your PPC campaign when targeting a budget, take advantage of the market intelligence Google Analytics can provide. Here are three reports that can help you make smarter campaign decisions:
Once you have the business intelligence from these reports, you can make sharp decisions on which keywords to pause and which to keep running when you are up against a firm budget. In addition, you can focus your ad delivery to specific geo-target locations and dictate the times of day to run your ads. These campaign changes can help maximize your advertising dollars when you need to find ways to stay within your monthly budget.