The holiday season(Q4) tends to be a very hectic period for digital marketers in general. It is very important to plan out a strategy for this period in advance to avoid any issues during peak time. Ideally planning for Q4 should be finalised by the end of Q3. However, if you feel like you may have missed something then fear not, here at Siren Search we have created a very quick checklist for anyone doing Paid Marketing...
For the uninitiated, a conversion is a process of changing users action via an ad (text, video or image) and converting them in a manner that provides value to your business (online purchase, fill in the contact form, calls from mobile phones). For a more in-depth insight on conversion tracking follow our blogs written by Rebecca page. Splitting Out Conversion Actions Google has been seen splitting out conversions actions for more granular control as seen in the image...
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...
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...
Keyword match types determine which searches will cause your ad to appear. Each keyword will have a match type within Adwords which controls how loosely or restrictively you want it to match your ads to keyword searches. There are four match match types currently available in Adwords: Broad match The default match type is broad match, which will show your ad for anything search query that Google sees relevant to your keyword. For example if your keyword is trainers...
A negative keyword is a type of keyword that prevents your ad from being shown by a certain word or phrase. Negative keywords are extremely important in campaigns as they stop the budget getting wasted on unwanted clicks. One of the most popular negative keywords is free because business providing services don’t want people clicking on their ads who are looking for a no cost service. For example if you are a tax accountant you wouldn’t...
We already have an article on our site about how Quality Score is one of the most important elements in Google Adwords. This is because it heavily contributes toward your ad rank and cost-per-click. It is vital you know what the quality score of your keywords are, however in the new Adwords interface you have to manually add the quality score column as well as the factors that contribute to quality score. I have put together a...