I recently had the pleasure of attending the Google Partners Masterclass Melbourne 2016. The event was an update on the state of the Google Union for Google Adwords and Google Analytics. From that masterclass, there were a number of useful tips on Google Adwords. I list some of these below together with others you may find useful in 5 tips to improve Google Adwords campaigns.
Expanded Text Ads
Google Adwords is in the process of transitioning to expanded text ads. The new ads are designed to improve visibility and performance on mobile search results. They will have a more prominent headline – two 30 character headlines compared to the current one 25 character headline. There will also be a longer description – one consolidated 80 character description line instead of two 35 character description lines. Click here for further information on the Expanded Text Ads changes. By the end of Oct 2016, you will no longer be able to develop new Adwords campaigns in the old character limit forms.
Marketers should get own board with the new text ads ASAP. Expanded text ads are forecast to see an increase in CTR% as they will likely stand out compared to the old text ads. Despite the increase in the number of characters in the text ads, it is currently believed that the same number of paid text ads will be shown on each page of Google search results. Some categories have seen an increase in the CPC costs but we will have to wait and see whether this is consistent or varies on a case by case basis. Whilst there will be no requirement for you to change existing text ads set up, you’d be wiser to take advantage of the additional characters on offer.
If your organisation is a non-government income tax exempt (ITE) non-profit organisation as defined by the Australian Charities and Non-Profits Commission (ACNC) and/or the Australian Taxation Office (ATO) you may be eligible to receive up to USD $10k worth of free Google Adwords Advertising each month. Yes USD $10k.
How does it work? Your ads need to be text based and will only appear on the Google search results pages. All campaigns also need to be keyword targeted and the maximum cost per click bid is capped at USD $2.00. In competitive categories, it is highly likely that the average cost per click will be significantly above USD $2.00. However, it is still an awesome way for not for profits to get exposure that they did not previously have, or make their limited budgets stretch a lot further. Click here for further information on Google Adgrants. The application process is relatively straightforward and is free.
Adwords Customer Match lets you show ads to your customers based on data about those customers that you share with Google.
How does it work? You upload a data file of email addresses that your customers have given you. You create or update a campaign to target your Customer Match audience, i.e customers from your uploaded data file who are Google users. When the users sign in to their Google account, they can see your ad as they use Google Search, You Tube and Gmail. You will need a minimum of 1,000 email addresses to get started.
Currently Customer Match is an opportunity that not many marketers seem to be aware of or are using. As a result, case study data indicates that Customer Match campaigns seem to stand out more vs other targeting methods (resulting in higher CTR%) and cost less on a CPC basis (given the lower competition for bids). The results could also be due to it being a more robust way of targeting customers/leads compared to cookie based retargeting.
Marketers need to get on board with Customer Match before this situation changes. Click here for further information on Adwords Customer Match.
Mobile Page Loading Speed
In my experience marketers and clients don’t give mobile page loading speed the priority and attention it really deserves. Google research indicates that more searches are done now on mobile phones compared to desktop computers and that users are 5 times more likely to leave a site if it is not mobile friendly.
Mobile page loading speed is one of the key factors that make up the landing page experience, which in recent years has become an increasingly important part of your Adwords quality score. Thus a slow mobile page loading speed will ultimately contribute to a lower quality score. In turn this will drive up your CPC bids and costs.
Check out this tool on your website and see the mobile page loading speed for your website https://testmysite.thinkwithgoogle.com
Bid adjustments are another area where marketers and clients could be leveraging further. They allow you to show an ad more or less frequently based on where, when and how people search and engage with your content. On the search network they are available by: device, location, Ad scheduling by date/time and for remarketing lists.
As an example, in the travel category, we have found that people search more actively for travel information and are more engaged with travel content on Fridays as well as on the weekends. Adjusting your bid upwards from Fri – Sun and downwards from Mon – Thurs can improve the engagement and effectiveness of a limited budget. In contrast, for aged care the opposite is true. People are more likely to actively search and engage with aged care content during weekdays.
Another example is by device. Let’s say you have found that the mobile page landing speed for your website is relatively slow. In that case, you could adjust your bids down on mobile devices until the issues are resolved. Trends over time for the % of searches (& engagement levels) by device will help guide what bid adjustments you should be making for desktop computers, tablets and mobile phones.
by Konrad Markham
Tips for Improving Digital Marketing