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April 8, 2019

How to Create Google Ads Custom Audiences

In this week’s Momentum Monday blog, we will review how to Create Google Ads Custom Audiences for PPC Marketing.

How can you use the information Google is already gathering on people to benefit your business? Creating a custom audience in Google Ad’s Audience Manager will allow you to break down who exactly your ads are targeting.

First, let’s review the Audience Manager. Here is a step-by-step guide to navigating the Audience Manager.

  1. Log in to Google Ads. Select the Google Ads account you want to work with.
  2. Navigate to your Tools. From here, go to Shared Library then Audience Manager.

Audience Manager is where you will find Audience Lists, Audience Insights, and Audience Sources.

 

google ads platform

Toggling over to Audience Lists is where all saved audiences will store. Here you can have all of you remarketing audiences, website traffic audiences and email lists visible all in one place.

Audience Insights is where you will find all information on your audiences including their gender, location, age, where they clicked from, what device they use, mobile or desktop, and much more.

Finally, Audience Sources is where you will find the source of this audience. The source types range from Google analytics, Google ads, Google tag manager, etc.

Go to Google Ads custom audiences. This tab is where you build audiences in order to target specific people based on their online activity. Once here, you have 2 options – custom affinity and custom intent.

 

The Affinity option is people with interests aligned to your brand.

 

The Intent option is what they are actually doing online.

Next, let’s move on to creating Google Ads custom audiences in Audience Manager.

 

When creating custom audiences, you can target them by interests, URLs, Place or by App. Today, we will be reviewing how to target by URL, Interest, and Intent.

 

Create a New Custom Audience – Affinity – by URL

 

affinity audience - custom audience

In this option, you can target audiences by inserting possible URLs that they may be visiting. For this option, you will need to:

 

  1. Name your audience.
  2. Provide a description of your audience (this will come in handy for when you are scrolling through your audiences later).
  3. Insert the URLs you want to target. For example, if you wanted to reach small business owners, you may use websites like SCORE and the SBA.
  4. Narrow down your audience. Toggle to the right hand side where you can narrow this group by location, language, and campaign type.

Once all of the information is inserted, you will see that Google automatically begins to search through their recorded data to give you the number of people you will be reaching.

This information will also display the top 3 website topics your audience is searching for, and the size of your custom audience.

Once you are satisfied, click save and you’ve got yourself a custom audience!

 

Create a New Google Ads Custom Audience – Affinity – by Interest

Creating a custom audience by interest is almost the same process as creating a custom audience by URL.

For this process, you will still insert the name of the custom audience and a description of the audience segment. However, instead of researching most visited websites by your desired group, you will research “interests.”

These interests are similar to keywords you would use for SEO and other digital marketing purposes. In this section, you can insert as many keywords you desire based on your audience’s interests in order to narrow down your audience.

Once you are happy with your interest keywords, select your desired search location and language. After you get your audience estimate and make your adjustments, hit save to save your custom audience to your audience manager dashboard.

 

Create a New Google Ads Custom Audience – by Intent

Again, this process is very similar to the interest process. However, this search will be specific to the intent of the audience.

 

intent audience custom audience

After inserting the name of your audience, you have the option to select to use Google search terms or Google market keywords. Search terms are based on what people are specifically searching for whereas in-market keywords are specific to your business’ local market.

Once you select which option you’d like to go with, insert your desired keywords. Next, review the generated ideas from Google on the right-hand side to see if there are any you’d like to add to your audience. Then, insert your location and language and review your audience size

 

Grace Kaye with Brainlabs adds some great additional details in her blog with Marketing Land about GDN Intent Audiences last summer.

Now that your audiences are created, you may be wondering how to use them in an ad campaign.

No worries, we broke it down step by step for you!

Once you are ready to create your ad campaign, go to “campaigns” and select “new campaign.” Here, it will ask you to select your campaign goal

 

new campaign google ads

Then your campaign type.

 

google ads custom audiences

Then your campaign subtype. This varies from by campaign type.

 

campaign subtype - google ads

And, finally, ways you would like to reach your campaign goal.

 

campaign goal - google ads

After you have filled out the required fields above, you will be able to name your campaign and select your location and language.

Then select how much you want to spend per bid and for your overall campaign budget.

Once your campaign terms are set, it is time to insert your Google Ads custom audiences. To go this…

 

  1. Go to your audiences
  2. Select your created groups
  3. Customize demographics
  4. Layer any targeting you desire on top of the audience

And just like that – you campaign is created!

Thanks for reading and watching another Momentum Monday digital marketing tutorial. Every week we blog about new or updated digital marketing topics with How-To Videos or Latest Tips & Marketing Trends.

Learn more about Google Ads and take our FREE Digital Advertising Audit here.

Please Subscribe to our weekly newsletter, or Subscribe to our YouTube for all our newly released tutorial content.

By Devon
October 22, 2018

How to use Google Small Thanks

Let's talk about WHAT IS GOOGLE SMALL THANKS and How can you take advantage of this as a business owner!

Momentum Digital is back with another marketing blog where we will talk about Google My Business and how to use Google Small Thanks to get a Free Marketing kit and materials for your business!

What is Google Small Thanks?

According to Google, “The Small Thanks program was created to help you turn your customers into your greatest advocates. For a limited time only, Google is giving away FREE printed personalized marketing kits that show off what customers are saying about your business. Google Small Thanks is an incredible way to earn local trust for your small business this holiday season!

If you have a local e-commerce shop this is the perfect holiday marketing toolkit for your business entry or online store. Small thanks helps your store by attracting shoppers who believe your business is credible and reliable due to the positive reviews and stars displayed on Google.

Business learn how to take advantage of this opportunity, order your free kit today!
Watch my video on how to order your small thanks kit here

How to order Google Small Thanks

Navigate the Small Thanks with Google official page. Next, type your business name in the search box and choose your listing. If you can not find your business listing then you must complete your Google My Business. Check out his video showing you how to create your Google My Business Listing.

After you choose your business name you can then customize your toolkit.

Customize your toolkit:

The toolkit contains different print images such as poster boards, stickers, postcards, door signs table tent signs, and social media images that appear, based on what Google views as a strong review. You have the option to decorate and have your kit mailed to you by Google or you can download the kit in a zip file form.

Google Small Thanks

How to Get Free Posters with Google Small Thanks — Image provided by Website to Impress


Order your toolkit:
Once you are content with your designs, and reviews you can navigate towards the button that states download or mail to me.If you are going to have your kit mailed to you be aware of the 4- 6 week wait time. If you need the print and the zip file, download both kits as google is allowing this at the moment.

Google reviews are the new word of mouth – share away!

Your online reviews play a key role in turning online visitors into real-life customers. Customers tend to research a business before purchasing or walking into the business. According to Google, “ Internet users rely on Google’s gold star reviews to help make the right purchase decisions, especially with the holidays approaching. Remind your shoppers and online shoppers to give you a rating on Google, by offering incentives for the holiday season approaching.

If your a business owner or local shop then quit wasting time and head on over to Small Thanks with Google and give it a shot!

By Mac
October 30, 2017

Taking Advantage of Branded Keyword Bidding

Let's talk about how to take advantage of Branded Keyword Bidding with Google Ads.

Whether your company has been running for generations or you just launched a startup last week, your brand is one of the most important aspects of your business. Today we’re going to cover Branded Keyword Bidding with Google search ads.

Continue reading

By Admin
September 11, 2017

Optimizing Local Reviews For Your Small Business

Let's talk about Optimizing Local Reviews Online for Small and Local Businesses.

In this week’s Momentum Marketing Blog we’re going to talk about Optimizing Local Reviews to help with your small or local business SEO. Watch the video below and reach out if you have any comments or questions.

In business, reputation has always been one of the biggest factors in a customer’s buying process. Even before brick-and-mortar stores were built, traders and merchants were known to be fair and good or deceitful and unscrupulous. Before internet age, restaurants were written up on a weekly basis by newspaper critics that could seal their fate as a hot place for a bite, or a low-rent establishment to avoid at all costs.

optimizing local reviews

No matter the time period, the industry, or the location, consumers have always looked towards each other for more information and suggestions about businesses they have yet to go to. Today, how people speak about businesses to each other is one thing and how people review businesses online is a whole different animal. To take advantage of local search, business owners must learn how to deal with the hundreds of review sites, how to interact with those reviews, and how they can be proactive before having to be reactive.

Review Sites

The amount of different review sites on the internet is staggering, each catering to a different industry or a niche group of people. Learning how to manage incoming reviews and interacting can be very overwhelming in itself, but a necessary evil for all business owners. People can be ruthless online, slandering your business and giving it 1 star for very small instances of bad service or experience, which is detrimental to how you appear online to potential new customers.

The first thing a business owner should do is claim all of their listings on review sites and take the wheel moving forward, you can’t help yourself by being a passive bystander.

Next, turn on review notifications on all of these sites and deal with each review as they come in. Positive, negative, or neutral, feedback is everything; tell your happy customers you’re happy they had a good time, and most importantly, show your unhappy customers you care! Don’t stoop to their level by telling them they’re wrong about you, put yourself in their shoes, show some empathy, and try to work through the issues.

In some instances, unhappy customers may even take down the review because of your response. On top of helping out your image, search engines take these interactions into account and will boost your local presence for being an active participant in the community discussion.

Being proactive

Responding to reviews and working with unhappy customers is a great place to start with local reviews, especially if you’re an established business taking the reins of your online presence. However, there are plenty of ways to get ahead of negative reviews and manage your reputation with offense instead of defense. Let’s work with the example of an established local restaurant.

You’ve been around for a while, have a had your fair share of good and bad experiences over the life of the business, and are located in an active community. Use that to your advantage! The best way to get ahead of bad reviews is to have your listing flooded with positive ones from your customers. Reaching out to past customers or regulars are the first people you should look to help you! Surely, they have helped you via word-of-mouth, but ask them to leave you a review on your Yelp page or a Google review.

After talking with friends, family, and regulars, go through your email and remarketing lists, if you have them, and begin reaching out. If it makes sense for your business, offer a discount at the time of purchase or at their next visit! Remember to always get legitimate reviews and not to fake them from ghost accounts or “bots”, these will be flagged quickly by any site and can result in your account being banned or, worse, real legal action. The point of review sites is for an open and honest conversation, not a place to plant fake stories.

At the end of the day, being passive only gives the control away to those who want to hurt your business, being active on review sites allows you to take control of your business’ narrative online and reaps rewards in terms of SEO.

If the idea of managing your local presence seems overwhelming, there are plenty of tools out there to automate the process and give you more ease of use. Our agency recommends Yext & Moz to help manage local listings and reviews across the web. Both platforms partner with a wide variety of directories and review sites, notify you when any reviews go up, allows you to quarantine bad reviews to work with customers, as well as providing custom insights about your business.

Using this information to help your business in the long run is where things can begin to get tricky, if you have any questions about managing local reviews and taking advantage of these resources, the Momentum Digital team is always here to help. Thanks for learning more about Optimizing Local Reviews!

By Admin
September 11, 2017

Understanding Keywords For Local SEO

Let's talk about Understanding Keywords for Local SEO for Small Businesses!

In today’s Marketing Blog I’ll do my best to break down why you as a business owner need to care about keyword research when it comes to organic SEO and what an agency like Momentum does on our end to maximize the value we bring on a given campaign. So let’s talk about Understanding Keywords for Local SEO.

Whether you’ve used an SEO service provider before, or you’re in the process of trying to understand if it’s the right choice for you, the term keyword research is probably a term you’ve seen thrown around, probably with a time frame and cost associated finding and analyzing the keywords.

Choosing the wrong keywords can be a total waste of time, and result in not yielding the right type of traffic. Keyword research is simply a battle plan to avoid this and get everyone from local bloggers to larger businesses the right type of traffic.

keyword search for local seo

Keywords vs Topics

The best way to think about keywords – or rather the less nerdy way – is to see them as building blocks to larger topics.

Google has changed a lot over the years and moved towards looking for overall topical authority rather than individual keyword relevancy. Why would Google reward a local dentist site if they have no indexed content about every aspect of that topic (i.e. teeth whitening, alignment, Invisalign, cosmetic dentistry).

In layman’s terms that means if you are a dentist in Philadelphia, we want you ranking across the board for multiple topics which are comprised of even more keyword variations.

How About a Real Life Example

So looking at a fictional dentistry clinic in Philadelphia, we might have a load of keywords gathered from actual search results, auto-suggest and third-party search intelligence software that looks like the following.

  • Cosmetic dentistry philadelphia
  • Philadelphia cosmetic dentist
  • Invisalign cost philadelphia
  • Cosmetic dentistry services
  • Orthodontist services philadelphia
  • Cosmetic surgery philly
  • Teeth alignment philadelphia
  • Teeth whitening philadelphia
  • Braces philadelphia

At first glance these seem like a melange of 9 different keywords, but in reality they are just three different topics that we’d segment and build content around.

  • Cosmetic dentistry philadelphia
  • Philadelphia cosmetic dentist
  • Invisalign cost philadelphia
  • Cosmetic dentistry services
  • Orthodontist services philadelphia
  • Cosmetic surgery philly
  • Teeth alignment philadelphia
  • Teeth whitening philadelphia
  • Braces philadelphia
  • Orthodontic surgery philly
  • Free teeth whitening in philadelphia

I’ve colour coded the above keywords into topical groups which we would then bake into content on individual pages like this:

  • phillydentist.com/services/orthodontics
  • phillydentist.com/services/whitening
  • phillydentist.com/services/cosmetic

Keeping the URL structure concise allows us to use the title and meta description , something we’ve talked about before, to build in more topical relevancy and use other relevant keywords and variations. However the goal remains the same – build out pages around topics, that rank for several keywords and their variations rather than tons of pages for tons of keywords.

This also makes it easier for your prospective customers to get access to the information they need to convert. It’s much easier to hit one page for teeth whitening and find a FAQ section, online booking option, insurance, and location information than have to click around on your site and likely get frustrated.

Why Keyword Research Is Key For Our Local Clients

SEO has evolved from just putting more of certain words on a page, showing the client and making an espresso to celebrate.

Keyword research is an essential element of a larger digital marketing strategy and basically involves creating a game plan to give Google what it wants based on what sites  that are ranking well and  getting traffic. It can also reveal other areas of potential traffic you haven’t capitalized on yet. These could be informational keywords that allow you to capture potential customers earlier in the buying cycle.

There is much more that can be expanded on when it comes to finding keywords, determining their value and intent so having a plan before embarking on a long term SEO campaign is absolutely crucial.

Get in touch with us today and we can come up with a plan for you to dominate organically and shove your competitors out of the way.

By Admin
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