Google

May 6, 2019

6 Key Steps to Increase Your Google Adwords User Experience

Learn How to Optimize Google Adwords User Experience for Better ROI

Welcome back to another Momentum Monday blog! In this week’s blog, learn how to positively increase your Google Adwords user experience to make the most out of your Google Ads efforts.

If you haven’t learned the importance of Google tools by now, it’s time to learn!

Google Adwords assists your business in all of its Google advertising needs. The Google Adwords platform makes it easy for any business to create flexible ads according to your budget.

There are roughly 60,000 companies using Google Adwords worldwide, the top country being the United States. With that many companies using the platform, it is likely that your business’ competition is already running ads on Google Adwords.

Don’t let your business fall behind – take advantage of Google Adwords today!

Already using Google Adwords and frustrated about wasting money? We can help with that! Read more about how you can stop wasting money on Adwords.

 

To get a better ROI and better experience using Google Ads, follow these 6 steps.

 

1. Strategic Planning and Structure

Make sure that your Google Adwords account is set up properly.

In order to get the most out of your Google Adwords user experience, you want to make sure you are linking everything together so that there is no confusion for Google.

So, when using your Google Adwords account, make sure that everything is cohesive – campaigns should be linked to ad groups, ads should be linked to keywords, and keywords should be linked to landing pages. All of your Google Adwords categories should be relevant to each other and relevant to your business.

You should also have tracking set up, which will help your business determine what leads to conversions, resulting in better ROI.

Having everything linked and on the same page will also create a better overall user experience.

 

2. Set up Linking, Tracking, and Conversions

For this step, make sure that your Google Analytics, Google Search Console, and other valuable platforms for your business, such as Salesforce, are linked to your Google Adwords account.

In order to link another account with your Google Adwords account:

 

  1. Sign in to your Google Adwords Account
  2. Click the tools icon in the upper right-hand corner
  3. Under “Setup,” select “Linked Accounts”

From here, you will be able to link any analytics account needed, whether it is a Google platform or not.

You also want to set up conversions on your website so that they can be easily tracked.

Whether it is people calling your business, filling out a form, or buying a product, set conversions up properly so that it can be tracked. This will help you to better understand the impact of the ads and better measure ROI.

 

3. Structure for Relevance and Quality

It is extremely important that your ads match your keywords. Your keywords should also match whatever landing page you are running your ads to. If you have cohesiveness, Google will understand that they are all linked together.

This also provides a better user experience for those who are searching queries, clicking the ad, and landing on the landing page because it is all relevant to what they are looking for.

Doing this will also produce a better Quality Score. A Google Adwords Quality Score is an estimate of the quality of your ads, keywords, and landing pages. The higher your quality score is, the lower your cost per click is. With a lower cost per click, cost per conversion is also lowered, which increases your ROI.

Google Adwords Quality Scores are ranked on a 1-10 scale. The main components it is based on is:

 

  • Expected Click-Through Rate. This is the percentage of people who visit a landing page or webpage from an ad.
  • Ad Relevance. This measures how closely related your keyword is to your ad.
  • Landing Page Experience. Google will measure how relevant your landing page is to your Google ad. Things that Google usually looks for include a well-organized layout and text that relates to the search terms.

 

4. Use Creative Ads and CTAs

Pro tip – use creative ads.

Shaking it up will make your ad stand out amongst the rest.

Some unique ways to do this are…

 

  1. Use a call to action. Let the user know exactly what you want them to do or what they will get out of clicking on your ad.
  2. Offer an exclusive discount. Use a specific end date to entice users and give them the fear of missing out (no one likes FOMO).
  3. Keep the user in mind. Making your ads personal and telling the user what you can do for them instead of what makes your business so great will make them more likely to click to learn more.
  4. Keep it local. Of course, this all depends on your business. Creating geographic-specific ad campaigns allows you to choose where your ads will appear. This can be narrowed down by country, radius, county, etc.

 

5. Optimize Your Landing Pages

Creating a landing page is no simple task – it takes time, thought, and research to create an awesome landing page that will get your business conversions.

Only 52% of businesses actually use landing pages because most businesses have problems finding suitable expertise for optimizing their landing pages. If you are going to use a landing page, do it right and make sure that it is properly optimized. An optimized landing page will give your business the best results.

Some ways you can optimize your landing pages are:

 

  • Make sure it is fast. There are tons of ways you can optimize your page speed, but some simple fixes include minimizing redirects, compressing all images, and cleaning up any coding/custom coding on the landing page.
  • Make sure it is mobile-friendly. Making all landing pages (and webpages for that matter) mobile-friendly is a must. Mobile is now the #1 way people access the internet – make sure your page works and is viewable for mobile users.
  • Make sure it answers a question. This goes back to Google Adwords Quality Score. Some key questions your landing page should be answering is:
    • What is it? (what is the landing page about)
    • Why should I care?
    • What’s in it for me?
    • What do I do now?

 

  • Make sure it is direct. Touching on the last point, people want immediate answers – give the people what they want! Make your landing page easy to navigate and be sure that the copy answers any and all potential questions a customer may have.

 

Want more tips on creating landing pages that convert? Get an in-depth lesson on creating perfectly designed landing pages.

 

6. Use Data to Optimize

Data is a marketer’s best friend.

Use the data from your Google Adwords campaigns to find out:

 

  • What’s your cost per acquisition? Also known as CPA, cost per acquisition bidding in Google Adwords allows you to only pay per conversion instead of per click.
  • What’s your click-through rate? As stated above, this is the number of people who click through on an ad and land on your landing page or webpage.
  • What’s your cost per click? Also know as CPC or PPC, pay per click, this means that your business pays Google for every click your Google Ad receives.

You can then use this data and reporting, incorporate some automated tools and bidding strategies into your campaigns, and make sure everything is in one place. This will make your efforts more effective when using Google Adwords.

There you have it! After following these 6 steps, your Google Adwords user experience will become 100x better!

Do you have any tips for making the most out of Google Adwords? Share the knowledge – leave them in the comments below!

By Devon
April 22, 2019

How to Create & Edit Google Display Ads

Learn How to Create & Edit Google Display Ads in this week's blog.

This week, get an in-depth lesson on how to create and edit responsive Google Display Ads. Our team has put together a step-by-step guide to finding success with Google Display Ads.

Here at Momentum Digital, we believe in empowering the small business owner. One way we like to do this is by teaching you valuable skills that will help your business succeed. As a small business owner – you must be thinking how and why should my business be using the Google Display Ad network?

Display Ads are the visual banner or side-bar ads you see on advertising-supported websites. Google states that display ads span across 2 million websites in total, reaching 90% of all internet users.

Displays ads are a valuable tool – they help businesses promote themselves without a potential customer having to search for a specific brand or keyword.

Display ads are valuable because they get in front of users while they are going about their daily business, not only when they are specifically looking for something.  For example, when scrolling through your favorite blog or website, you are most likely going to see an ad for a product or service along the sidebar, header, or even in the middle of the webpage. These ads are display ads.

Google Display Network

This is a great potential opportunity for businesses who are looking to convert their audience into customers, build brand awareness, increase impressions, or drive traffic to their website.

Sound like something your business could benefit from? Amazing – let’s get started.

Here is our 7-step, in-depth guide to creating a responsive Google Display Ad campaign:

1. Log in to Google Ads

Log into your Google Ads Account from the Google Ads interface.

 

2. Select your Google Ads Account

On your Google Ads dashboard, select “accounts” from the menu on the left-hand side.

Google Ads Account

 

From here, if you have a manager account, select the account name located next to the Google Ads logo in the upper left-hand corner of your screen. This will display a drop-down menu of all of the Google Ad accounts you currently manage. From here, you can select which account you would like to create the campaign for.

If you are a small business owner managing only your business’ account on Google Ads, disregard this step.

 

3. Go into your Google Ad Campaigns and create a new Campaign

On the left, navigate from “Overview” to “Campaigns.”

From here, select the blue “+” button on the campaign dashboard. A pop-up will appear giving you the option to select “New Campaign” or “Load Campaign Settings.” Select “New Campaign” to create your new Google Display Ad Campaign.

new google ads campaign

4. Creating Your New Google Display Ad Campaign

Select Your Goals

Display Ad campaign goals

When it comes to choosing the goals for your Google Display Ads campaigns, here are some general guidelines:

The Best Performing Goals:

Product and Brand Consideration – Promote your business’ products or services.

Website Traffic – Promote people in your desired audience to visit your website.

Brand Awareness – Put your business in front of a large group of people to build awareness.

Low Performing Goals:

Sales – Drive sales via an app, a website, by phone, or in store.

Leads – Get leads and conversions by using CTAs.

 

App Promotion Campaigns and Custom Campaigns may both apply depending on your specific business.

We most frequently run “Traffic” or “Branding” Display Ad Campaigns.

 

Select “Display Ad” for Campaign Type

Google Ad campaign type

Select Your Display Ad Campaign Subtype

We will be selecting “Standard Display Campaign.”

Standard Display Ad

Here, you will notice a new feature labeled “Smart Display Campaign.” This option does the work for you in your campaign, including automated bidding, automated targeting, and automated ad creation. However, it can also end up costing you more than a standard display campaign.

Select the Ways You’d like to Reach Your Goals

For this section, provide a link to your website. You can change the actual URL later to make it specific for campaign tracking.

 

5. Optimizing Your Campaign Settings

Choosing a Campaign Name

Here, you can name the Display Ad Campaign whatever you’d like. Our Display Ad Campaign names are usually created based on the targeting and the location. This can be helpful in the future when you’re looking at your campaigns to see what was set up without having the check all of the settings again.

For example, for our campaign, we may name it “Local 10 Miles (intent campaign) responsive” if we were targeting a local audience within 10 miles of our selected location by intent with a responsive display ad campaign.

Select your Campaign’s Location

Google Ads location targeting

Local businesses should insert a specific city. Afterward, select the blue “Advanced Search” text to narrow your targeting down even further.

Google Ads radius targeting

In this pop-up, there is an option for Radius targeting or Location targeting.

Radius targeting allows you to target by zip code or by the zip code of your business’ Google My Business account. From here, you can select how many miles you would like the radius of the targeting to be around that zip code.

Choose Languages

Display Ad audience language

Insert any languages applicable to your target audience.

Determine Your Ad Bidding and Campaign Budget

Google Ads campaign bidding

Here, there are a number of options for your Google Display Ad.

You can select the following:

  • Your focus – this is either on clicks or conversions
  • How you would like to get them – automatically maximize or manually set
  • Your Maximum bid – optional

Google Display Ads tend to be more affordable than Google Search Ads, so we would recommend setting the maximum bid at a tenth of the cost of your Search Ad campaigns.

Lastly, insert your campaign budget per day. We recommend starting small and scaling up as you go.

Google Ads budget

Select “Additional Settings” to go into more detail with your Google Display Ad Campaign

  • Ad rotation – If you have multiple ads for one display ad campaign, the ads will rotate.
  • Ad schedule – Here, you can select certain days of the week and hours that you want your ads to show.
  • Start and end dates – If you don’t want to forget about stopping your ad on a specific date, set an end date. This is a good option for event ads or promotional ads with a specific end date.
  • Devices – In this option, you can specifically target devices such as computers, mobile phones, and tablets. Mobile clicks and experiences aren’t always the most qualified, so we typically only target computers and/or tablets.
  • Frequency capping – This determines how often your ad is shown to the same user. We always frequency cap at 3 times per day.
  • Campaign URL options – This is for campaign tracking purposes. Here, you can insert any specific campaign tracking identifiers.
  • Dynamic ads – This helps pull in data for data feeds – great for e-commerce businesses.
  • Content exclusions – For Google Display Ads, your ad will be cast across a wide variety of places within the Google Display Network.  

It is very important to pick and choose where you want your ad to be shown and to exclude your ads from places you do not want them to be. The full list of exclusion options is below.

Google Display Ads content exclusions

6. Creating an Ad Group for Your Display Ad

Name Your Ad Group

For our Ad Group, we are going to name it based on the targeting that we use.

For example – we will use the name “Demo + Intent + Keywords” because we want to target based on demographics, intent, and keywords.

Selecting Audiences

In this section, you can select audiences that Google has generated based off of your previous responses or create a custom audience.

Today, we will be selecting some of the Google-generated audiences.

Google Ads audience ideas

 

If you would like to learn more about creating custom Google Ads audiences, check out How to Create Custom Audiences for Google Ads in Google Ads Audience Manager.”

Select Your Demographics

In this section, select the demographics of those who will be targeted.

Google Display Ad Demographics

Narrowing Your Content Reach

In this section, you can narrow your content reach by Keywords, Topics, or Placements.

For our ad, we will be narrowing by keywords. Simply insert the keywords you want to target or add them from a Google-generated list based off of your URL on the right-hand side.

Google Ads Content Keywords

 

Once you are happy with your list, navigate to “keyword settings” under the completed list. Here you will be shown two options:

  • Audience – To show your ad to people likely to be interested in your keywords
  • Content – To only show the ad on web pages, apps, and videos related to the keywords

For this ad, we will be targeting by Content.

Targeting Expansion

This option is similar to using Facebook lookalike audiences in order to reach more people based off of the information you have already provided about your target audience.

We do not recommend taking advantage of this setting and to turn the expansion off.

 

7. Creating your Google Display Ad

Select your type of ad

Here, you will have three options:

  • Responsive display ads – This option allows you to upload all of your desired ad content, including text and images, to Google Ads. From here, Google Ads will test and combine your assets to create the best ad that will get the most reach and ad placements.
  • Upload Display ads – This option allows you to upload the desired display ad.
  • Copy existing ads – This option allows you to make a copy of an existing display ad to use for your new campaign.

For this ad, we will be creating a Responsive display ad.

Before creating the ads, we want to set ourselves up for ad tracking. For this, we will be using Google Analytics’s Campaign URL Builder.

Google Analytics Campaign URL Builder

Here…

  1. Copy and paste your business’ URL into the “Website URL” section
  2. Use “Google” as the “Campaign Source”
  3. Insert “Display” as the “Campaign Medium”
  4. Input your display ad’s campaign name into the “Campaign Name” field

If you have specific paid campaign terms or campaign content you would like to add to the URL, you can do so here as well.

Once completed, Google will generate a personalized campaign URL which you can copy and paste into your final display ad campaign URL.

Upload Images and Logos

For this option, you can choose to have Google scan your website, upload your own images, or use stock images for your ads.

Start with scanning your business’ website. Not only will this bring content images over, but it will also grab your company logo.

Once the scan is complete, it will give you the option to have Google Ads scan your business’ social media platforms as well. This will give you lots of options for content for your ads.

When the scan is complete, it will display what Google pulled from your website that is suitable for the ad copy. If you click on an image, you can assign it as an image or a logo.

If you aren’t satisfied with the images from the website and social scans, you can upload other images or use stock images supplied by Google Ads.

Lastly, review the assets you have selected before hitting save.

Add Video

Adding video always makes an ad pop. You can add a video from a URL, a recently used file, or upload a new video.

Add Headlines and Descriptions

For both the headlines and descriptions, you want to compose add 5 versions each. Make these different from one another and unique to your business or campaign.

You also want to create 1 long headline of up to 90 characters.

Preview your ads

Google Ads will create mock-ups of what the ads will look like on Desktop and Mobile on the Google Display Network, Youtube, and Gmail.

Review Ad Strength

Google Ads Ad Strength

From here Google Ads will review your content and give it a rating based on the images, headlines, and descriptions. This is dynamic per ad based off of Google’s recommendations and algorithms.

All of your hard work is finally done! Select “Create Campaign” to make your campaign live.

Woo – that was a long one! Now you can say that you have mastered the art of creating Responsive Google Display Ads.

We hope that you have enjoyed this tutorial and have learned something new. See you next week for another Momentum Monday blog!

By Devon
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
Scroll to top