Building an effective e-commerce approach can be tricky - as it is not simply the case of building a website and waiting for the orders to come in. There are lots of tips, tricks and tactics that you can do to increase conversions from your website. Highlight Product Benefits You could have the best product in the world, but if a customer doesn’t know why they need it, then they probably won’t buy it. As a business, you...
What are negative keywords? Negative keywords are a very basic yet essential tool for controlling the positioning and spending in the digital landscape. They allow us to remove any keywords that we do not wish to appear for or that may not resemble & represent our product/service. Let’s take the example of a phone reseller, let’s say you sell all the major brands apart from Nokia. In that case, it would make sense that you do not want your...
From October 7th Google Ads Campaigns Will Start Switching To Standard Delivery Back in August, Google Ads announced that along with retiring the average position column, it would also be retiring the accelerated ad delivery option from October 7th onwards. This is another shift to machine learning. While accelerated delivery used to be to ensure your ads were always served this often meant that restricted budgets were running out during the day. Google has said that standard delivery has...
Before I start talking about the importance of conversion tracking I need to explain the what a conversion actually is. A conversion in Google Ads is when someone clicks on your ads and then takes action on your website or landing page that you’ve defined as valuable. Therefore a conversions could be: A sale A phone call A form fill Newsletter sign up A sign up for a service I believe tracking conversion of your PPC campaign...
The new location targeting update option is aimed at reaching commuters Google has quietly been rolling out a new location targeting update over the past few days. Initially spotted in display campaigns, the updates are now included with search and shopping campaigns too. So what exactly is changing? Aimed at reaching commuters, the ‘People in your targeted location’ option has been changed to ‘People in or regularly in your targeted location’. With this change, a commuter who is often in...
You may have noticed the Google results looking a little differently lately, and this is all down to the new search redesign update that Google rolled out towards the end of May. This new update is intended to make the search results more concise and easier to read while making it easier to determine which results are the most relevant and helpful to you. For the world of advertising this means that Google text ads have a fresh...
In recent years Google has been focused on making sure that Google Adwords is used in an ethical and responsible matter in order to protect users. Therefore there are many guidelines and policies which have to be followed especially when creating ads. Last year 2.3 billion bad ads were removed by Google. Common ads which were removed include ticket reseller ads, phishing ads, cryptocurrency ads and bail bonds. Many of the for-profit bail bond ads were...
Google Shopping Ads are now going to show in Google image searches. This means that if you type in relevant keywords into Google Images shopping ads will appear for this product above the image results. This is a brand new change, therefore I estimate that this will mainly apply to people searching for products in Google images. For example if someone searched for brown leather jacket in Google images then shopping ads will appear in the...
Google AdWords provides a huge opportunity to marketers to advertise and increase their click through rate by being positioned higher in the search engine results pages. There are many ways to beat your competition, by increasing your bid, quality score and use of keywords. But what people often miss, is that the use of Negative Keywords can also have an impact on their campaign. Spending more time on your negative keyword research can help you to...
Google Adwords is now introducing four new metrics which are going to be rolled out in the next few weeks. These metrics provide more information about the rankings of your ads, as Google have stated the average position might not give the user enough information to the user for them to make a decision on specific bids and budget. Google states that average position is not meant to describe where the ad appears on the page. Average...