Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

This year has been unpredictable, to put it mildly.

However, the digital advertising space has held strong and, as such, PPC saw an increase in budget across both B2B and B2C markets. After the initial shock at the end of the first quarter, normal business resumed and companies invested heavily in their digital operations to help them survive.

On top of the global situation, Google also made some changes to their advertising operations. These included new ways to target audiences, new extensions for the ads, a new kind of search query report and much more. As a result of these changes and more, advertisers have needed to change their SEM strategies in order to continue their success and see a return on their investment.

So, in light of this, we’ve brought you 6 PPC trends we expect to see in 2021:

1. Campaign Diversification

Because the B2B space is so highly competitive, advertisers need to differentiate themselves in order to stand out and catch their potential customer’s attention. B2B advertisers are trying different campaign types alongside the traditional search and display campaign formats. B2B advertisers are seeing a good performance with Discovery Campaigns, which are delivering a CTR higher than display, and a lower CPL than search, so we expect them to increase their investment in this campaign type in 2021.

Quick tip

When using Discovery Campaigns, give them time. Let them run for a couple of weeks without making changes as the bidding algorithm is learning during that period and you will see little consistency across all metrics. After that, you will be able to see which segments are performing well and prioritise them. Performance improves consistently after 4-5 weeks.

2. Dynamic Search Ads (DSA) gain in popularity

Dynamic Search Ads

Following the search query report update in September, Dynamic Search Ad campaigns will become even more popular with B2B advertisers. The search query report will give you search terms that a number of people have used. As a result, advertisers have lost visibility into low-volume keywords that drive traffic and can generate leads. DSA campaigns offer an efficient way to find new keywords. Their search query reports can help reveal gaps in keyword coverage. DSA can complement your existing search campaigns and improve CTR, CPC, and ROI.

Quick tip

If you are running lead generation ads and are operating with strict CPL goals, create separate campaigns for DSA so you have more control and visibility of your budget. Start by targeting your landing pages so you can have some control over potential queries and headlines.

 

3. PPC managers embrace automation

As Google’s Artificial Intelligence (AI) becomes increasingly advanced, more and more marketers are embracing automation tools in order to see better results and spend less time managing the accounts. Some of the best automated features – automated bidding strategies, responsive search ads and ad rotation in Google Ads – will continue to gain popularity in 2021. We should also expect to see higher adoption of auction-time bidding, dynamic extensions, and dynamic search ads as B2B advertisers seek to optimise and scale their paid search campaigns.

Quick tip

When evaluating automated bidding strategies for lead generation accounts, don’t worry about higher CPCs as you will likely be paying more for higher quality clicks. If you are seeing a high volume of leads at a low CPL, you are going in the right direction. And always set your target CPA based on the last 30 days’ average, even if it is higher than your goal. Otherwise, you will see a decrease in lead volume.

4. YouTube ad investment increases

YouTube PPC Trends

Online video ads have become more important for marketers during COVID-19 times. B2B buyers are using online video ads more often to inform purchase decisions: 64% of B2B buyers have increased their use of online video and 51% have increased their use of search, according to eMarketer.  We expect B2B advertisers to increase their YouTube investment in 2021 and to launch video campaigns both to generate brand awareness and to generate leads. In addition, B2B advertisers will invest more in creating video content — and YouTubes’ new betas will make that content easier to create.

Quick tip

For a full-funnel video strategy, prioritise videos that are 6-, 15- and 30-seconds long as short videos engage users the most. Also, avoid salesy videos and try to create videos that show the personality of your brand so you can connect with your audience.

 

5. Mobile investment drops

Lower mobility driven by COVID-19 has decreased the number of mobile buyers while increasing time in front of computers, leading to strong desktop growth. During the pandemic, paid search desktop traffic is up 60%, while mobile traffic has dropped 7% compared to the pre-COVID period. Moreover, the conversion rate for desktop has increased by 4% while the conversion rate for mobile decreased by almost 19%. 

Quick tip

Leverage automated bidding strategies to save time and prioritise the devices that are performing best. And don’t forget to look at the assisted conversions report when evaluating mobile performance if you are still using last-click attribution.

 

6. Paid search messaging becomes increasingly customer-centric

B2B buyers are looking for new solutions as they accelerate purchases, and are expecting more from their solution providers according to the 2020 B2B Buyer Behaviour Study. So, we’ll see more ads from B2B companies highlighting features, functionality, customer support services, product training, and implementation support in order to attract and engage B2B buyers. For successful SEM campaigns, promoting relevant content that speaks to industry needs will be a must.

Quick tip

If you have lead generation campaigns and prefer to drive traffic to a landing page with a form, use site links and callouts to highlight the additional services or training you have available for your customers.

 

With new campaign types and messaging to test, and more automation features and tools at hand, 2021 promises to provide plenty of ways for B2B advertisers to optimise their campaigns and ensure they are driving return on investment.

If you would benefit from a free “no obligation’ Google Ads audit, talk to us today.

 

 

Sign up for our “7 Days, 7 Fast Track Google Ads Strategies you can’t afford to ignore, to ensure your business thrives in 2021″

Simply click here

Google Ad Extensions

Google Ads extensions can increase your CTR by up to 20% according to Google. So why aren’t you using them? Or if you are, are you using them to their maximum potential?

Extensions effectively give you more space on the search results page. It gives you the opportunity to make your ad as relevant as possible to your potential customer.  Extensions can help you create a sense of urgency to get your prospects clicking, highlight current offers, drive phone calls for your business and so much more.

We examine some of the best extensions and how you can best use them for your business.

1. Sitelink Extensions

Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelink example:

WebResults Sitelink extensions

It gives you the opportunity to drive site visitors not just one static landing page, but to other pages that might be of use to your potential customers.

This helps your ads take up real estate and dominate the Search Engine Results Pages (SERPs) to enable web searchers to focus on your ad and pay attention to Calls-To-Action.

It will also help your customer find exactly what they are searching for without having to sift through your website. This creates easy navigation and seamless searching experience.

Also, the Sitelink extension is limited to just the maximum word limit of 25 characters, so get creative with it.

Use your analytics to establish what potential customers seek when they visit your website.

2. Call Extensions

How & When to Use Call Extensions in Google Ads | WordStream

Call extensions work by featuring your business’s phone number at the top of the ad, next to the site URL. Call extensions communicate two key messages to your potential customers.

i) Your business is only a call away: If your customers intend to get in touch with you, it’s easy to do so. You can easily be contacted, with your phone number on display.

ii) We will be there if you need us: If they got any troubles or inquiries to make, you have got them covered.

On the desktop, this will just show up as a phone number that users can enter into a mobile device; on mobile, this number is actually clickable, and with only two taps someone can call your office. Convenience is a huge asset when people are in a hurry, and mobile users typically are.

3. Promotion Extensions

Promotion Extensions: A Quick And Easy Boost For Ecommerce | PPC Hero

Promotion extensions are used to advertise sales, coupons, deals, and similar special offers. These tend to be paired with a price tag icon, making them stand out from your competitor listings. Using these extensions, advertisers can also include date ranges. This is an easy way to create a sense of urgency. In addition, shorter date ranges tend to convert better than longer ones as there is a smaller window for consumers to capitalise.

Promotion extensions can be used for any type of promotion, but are exclusive to specific product discounts. Examples are:

  • Special discounts
  • Free deliveries
  • Extra packages
  • Exclusive deals
  • Bargains
  • Coupon codes and more.

These extensions are quite powerful. When people click it, it is generally with the intent to convert.

4. Callout Extensions

Optimizing PPC Callout Extensions - maximize adwords text ad performance

Callout extensions are non-clickable copy that are used to highlight your USPs.

In the words of Google Ads ,“callouts help highlight specific information about your products and services”. To capitalise on your callout extensions, make sure you:

  • Provide enough information
  • Increase your options
  • Optimise for mobile users
  • Keep the character limit in mind (25 characters)

You have a limit of 3 call-out extensions, so be sure to give careful consideration to them.

5. Structured Snippet Extensions

How To Set Up Structured Snippet Extensions In AdWords - Paid Insights

Structured snippet Google Ads extensions really capture the user’s attention. They allow you to create hyperlinked, clickable headlines that send users to key pages on your site, and feature a quick description under each one. Structured snippet Google Ad extensions will help you give more context to your ad.

Just as the name suggests; it “structures your words in snippets”.

Structured snippets allow you to string a set of related terms or details together to communicate a section of the ad to the reader. For example, you can layout your services or your special offers in one snippet.

These snippets tell your target audience how you can serve them and what your business is all about.

This immediately attracts the right audience for your business, and rid your website of visitors that are not interested in your products.

6. Location Extensions

Upgrading AdWords Location Extensions | Point It

Location extensions add your business’ address to the bottom of the ad, along with your operational hours if you feature it. When users click, they’ll be taken to a Google map showing your location, and they can instantly get directions to where you are.

Is this business legit?

Location extension answers that for you.

They’re an essential choice if the geographic location will heavily influence whether or not someone decides to do business with you.  But eCommerce brands also need them too. It builds trust. In addition, adding filters enables you to link specific locations to specific campaigns.

7. Price Extensions

The Ultimate Guide To Google Ads Ad Extensions - Store Growers

Price extensions allow you to quickly showcase how much a given product or service costs, listing an item, linking to its specific URL, and then featuring pricing and qualifying information.

Is it in my price range? Does it fit my budget?

This is a great opportunity to make your ad even more competitive by offering up highly-relevant information upfront. Price, after all, is a huge factor that will shape someone’s buying decision. The transparency of having the price readily available upfront can increase clicks if you’re within the range that the searcher is looking for, and get them to click on your ad instead of competitors’. It’s better to start with what you know instead of what you don’t, after all.

And if the price is out of range from what the searcher is looking for? That’s ok, too, because you don’t want to pay a lot for clicks that have no chance of a conversion. This extension can actually prevent that.

8. App Extension

10 AdWords Extensions You Should be Using (But Probably Aren't)

Users spend 90% of their mobile time within apps, so having an app extension for your business is key to staying relevant and increasing engagement with your audience. Don’t wait for users to find that app on their own. Use the app extension to boost its visibility.

App extensions are mobile-only extensions, and they’ll feature the name and logo of your app next to a clickable “Install” CTA at the bottom of your ad. These extensions are created to lead users to download your app, offering a new way for you to keep them engaged. Since it’s mobile-only, this will make the extension incredibly valuable for users who may not want to navigate a full site, to begin with.
If you have an app, use this extension to promote it always. There is no downside here.

Statista recently revealed that Mobile apps are expected to generate over $365 billion in revenue by 2023.

9. Google Shopping Ad Extensions

Cheat Sheet: Ad Extensions for Shopping Campaigns

The best Google Ads extensions for Shopping campaigns are probably:

a. Google Merchant Promotions

b. Product Ratings Extensions

c. Seller Ratings

d. Affiliate Extensions

 

a) Google Merchant Promotions

This extension performs what promotion extensions do for Google search ads.

If you have got any special offers, like a discount or free delivery, this extension lets the public know.

The benefits of offering discounts can’t be overemphasized, about 93% of Shoppers use a coupon or discount code throughout the Year.

Discounts boost your conversion rate because obviously everyone wants to save.

b) Product Ratings Extension

Just like Apps are rated in stores, the same way this extension allows your products to be rated based on a 5-star scale.

Here’s the thing. People love reviews! They want to be assured they are buying the best product that will serve them.

Studies reveal that 72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews.

Those stats go to show how important ratings and reviews are important for businesses. If you have got amazing reviews and love showered on your products, then this extension helps you proudly display the fact.

c) Seller Ratings Extensions

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (e.g. average delivery time) that highlights why you got the rating (if data is available).

Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

The difference between product and seller ratings is that the former is exclusively for products and shopping ads, while seller ratings are for your brand as a whole, the entirety of what your brand offers.

This rating extension is for your brand image. If you have got a solid track record with plenty of reviews, this will motivate potential customers to make purchases from your brand.

d) Affiliate location extensions

If your products are sold through retail chains, affiliate location extensions can help you reach consumers as they’re deciding what and where to buy. This type of ad extension works by helping people find nearby stores that sell your products. These extensions are only availability in certain countries so may not be relevant to your target markets.

In Conclusion

Google Ads extensions are very effective for most businesses, but not all will be suitable for all businesses.

Take the time to identify the Google Ads extensions that will align with your business objectives. Each extension you set up should have a clear objective. What are the issues your key target personas have and which extensions will make it easy for them to help resolve their issue in the current environment.

Some extensions drive conversions, others build trust, others build profile. Use them carefully to enhance your ad copy and your messaging.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Digital Marketing 2021

After a year of complete upheaval both in the business world and our personal lives, changes in consumer behaviors, businesses and their associated digital marketing strategies will have a lasting impact. Not only has the messaging changed but also product and services and how they are delivered.

So what is important in Digital Marketing for 2021?

2021 will see even more migration to digital platforms, including e-commerce, chatbots, email, apps, artificial intelligence, predictive analytics, omnichannel marketing and augmented and virtual reality. Any technologies which create a more seamless customer experience are of prime focus.

Omnichannel marketing is key, as people are engaging with your brand, now with screens from home for both consumers and working professionals. Marketing Communications and how this information is accessed has dramatically increased the importance of digital channels as part of the customer journey. E.g. Purchase rate of omnichannel campaigns is 287% higher than single-channel campaigns. Reactivation campaigns recovered 2.13% of otherwise churned customers, which not only recovers them in the moment, but potentially for the future as well. (Omnisend 2020).

 

Artificial Intelligence, SEO & Social

Artificial intelligence (AI) is really changing how people interact with online content which will continue to impact social media marketing and SEO performance. Algorithms will rely even more on interaction, engagement and video. Content is ranked based on algorithms inspecting content quality, and user interest so location history, browsing history, app usage, calendars, search history, and home and work locations are all relevant. AI has never been as influential in Digital Marketing as it is now, so it will pay dividends to understand the capabilities of these tools in 2021.


Mobile Responsiveness

Make sure that the mobile page content quality is as good as the desktop page, and this is for everything you do on the web. Build your sites for mobile, and worry about the desktop version as a second priority. Most traffic will come to your site through mobile devices, so make sure those visitors have a great user experience on the site.

Video


Online video continues to be a really important format for all digital activity. With over 1 billion users on YouTube and video projected to surpass all other content forms in terms of consumption, you need to include video as a key part of your Digital Strategy.
Optimise your video channel name and description using a user-friendly overview of what your channel is about.

Virtual events have seen significant growth and are here to stay as an impactful way of connecting with your key target personas and delivering your marketing message. Traditional events like trade shows and conferences will struggle and adapt.

 

Use your analytics to understand how your digital marketing strategy is performing

 

 


Which challenges are driving high quality traffic? Which specific activities are delivering conversions? Which content formats are getting more engagement? Which content is increasing shares of your website pages? From an SEO perspective on your website, what URLs are being crawled? What websites are referring quality traffic? How long are your pages taking to load? Are all pages being indexed? Are users engaging and staying on your pages or bouncing? Consider all these types of information in order to monitor you’re your performance.

The focus continues to be around building quality content that will engage your target personas naturally, based on their issues, motivations and where they are in the purchase process. In 2021, the same applies with more sophisticated formats, tracking and ways of drawing relevant insights.

From our years of experience working with clients on Digital Marketing activities, we have helped businesses overcome challenges of all types. Obviously the digital activities you focus on will depend on your key business objectives. A focused strategy with a robust, but creative messaging will help you build the right profile with the right personas.

Our focus is on making your Digital Marketing drive the right conversions for your business and driving ROI.

If you would like to improve your Digital performance, backed with a results driven content strategy, consider our Digital Mentor Programme. We have worked with many businesses over several years to implement an effective long term Digital Marketing Strategy to drive the results they want

Download our Digital Marketing Strategy ebook and get access to our proven 5 step process that delivers results every time

improve visitor quality google ads

Google Ads, if set up correctly and aligned with your business objectives, can have a huge impact in terms of driving revenue for your business.

The key to success with Google Ads is to ensure you are getting the right kind of visitor/potential customer onto your website. To achieve this involves  research, careful planning and knowledge of Google Ads functionality and your target demographic. The foundation of a successful Google Ads is setting up the right structure in terms of Campaigns and AdGroups. The biggest mistake you can make is launching into setting up campaigns without thoroughly considering your objectives, your audience and your strategy.

The following six key points will help you improve the quality of clicks and visitors you’re getting via your Google Ads.

Identify the relevant search terms for your business and use suitable match types

Think of search terms that are most relevant to your business and industry. Consider how your potential customers are searching for your product.

Keywords and match types are key to ensuring you are bringing the right audience to your website and spending your budget efficiently. The natural impulse is to use keywords that bring in the highest number of clicks. However, with Google Ads, it’s about quality and not quantity.

Then test each keyword by asking yourself if it could be related to an unrelated business. If it could, then try and quality it more so that its only bringing in relevant clicks for your business.

If you are selling running shoes online, rather than just targeting ‘running shoes’, you may target exact keyword phrases terms like ‘buy running shoes online’. Or for a local business, it may be worth creating a separate campaign for “Near Me” searchers e.g. If you offer locksmith services you might benefit from using terms like; locksmiths near me’,locksmiths nearby’, ‘closest locksmiths’ and ‘local locksmiths’. 

Advertisers are not always clear on the impact of keyword match types. Google Ads allows you to designate each keyword/key phrase as broad match, broad match with modifier, phrase match, and exact match. Broad match will always bring in the highest number of clicks because it gives license to Google to interpret your keywords in many different search queries. Exact match is the opposite. It ensures that Google only shows an ad if an exact key phrase is queried.

Maximising your Google Ads campaigns relies on striking the right balance between match types, relying mostly on phrase and exact matches with a sprinkling of broad modified match terms. Be clear on the possible outcome of using each of the different match types and the impact they have in relation to displaying your ads. See examples of match types below:

Set out the structure of your campaigns

When setting up your campaigns and ad groups initially, take the time to break out your ad groups in detail. There are numerous different strategies you can use.

When you choose a strategy, understand the “why” behind it and monitor it closely, particularly during the initial “learning” stages.

One such strategy example you can use is SKAGS (Single Keyword AdGroups). With SKAGS, each search term you are targeting goes into its own ad group with different match types, e.g. modified broad match, exact match and phrase match (you wouldn’t generally use ‘broad match’ here).

SKAGS allow you to deliver relevant ads to those who are searching for your product or service, through the search terms you are targeting, resulting in lower cost per click and higher click through rates and thus improved visitor quality, all of which impact your advertising costs and results.

Constantly manage your negative keywords

Negative Keywords Visitor Quality

Each time you go into your Google Ads account, check out the search queries that generate clicks. If the clicks are not relevant, it means you are getting the wrong type of visitor to your website, and paying for the privilege of it. It’s important to:

  1. Identify why these irrelevant clicks came in. Do you need to modify your keyword match types to avoid further irrelevant clicks? Or do the additional impressions you get outweigh the negative clicks. E.g. will changing the match type of the term that allows these negatives in, block other clicks that are relevant?
  2. Add the term as a negative in all match types that are relevant. Yes, you say this is an obvious step. However, many businesses are not aware of the importance of adding the relevant match types as negatives. Match types don’t behave exactly the same as negatives, as they do as part of the search campaigns.

Each match type has a purpose, so be sure to use the match types that achieve what is relevant for your ad group or campaign, or both.

Broad Match Negatives: If you add a negative term as a broad match, it will block out where someone uses both of the terms together. However, negative broad match will not block out ads where someone searches for only one of the terms on its own. e.g. adding ‘Google Ads Agency’ as a negative will prevent searches for “Google Ads” and “Agency” used in the same search term, but it will not prevent clicks for searches where only one word is used with a different work e.g. ‘DIY Google Ads’ or ‘Property Agency’.

Phrase Match Negatives: Exclude your ad for searches that include the exact keyword phrase. If a search includes additional words, the ad won’t show as long as the keywords are included in the search in the same order. If someone searches for only one of the terms in your selected phrase, your ad will still appear. For example, if your negative is “AdWords Agency” and a user searches for DIY AdWords, your ad will still appear. This also means that if additional words are used in the search query, such as ‘AdWords Services Agency’, your ad will still appear as ‘AdWords’ and ‘Agency’ are not next to each other in the search query.

Exact Match Negatives: This adds the exact terms, without extra words. Your ad may still show for searches that include the keyword phrase with additional words. When using exact match negatives, it will only block that exact term. So adding [Google Ads Agency] as a negative does not block ‘Google Ads Agency Ireland’ or ‘Google Ads Agencies’. Close variants (any misspelling, singular or plural form, acronym, stemmings, abbreviations of the keyword) do not apply for negative keywords.

Maximise use of Bid Adjustments to customise to your audiences

Google Ads bid adjustments use manually set percentage changes, in order to increase or decrease the weight of your maximum cost per click bid amounts. The result is more control over when, where and to whom your ads are shown to. and better targeting of segments based on their likelihood of converting. With Bid Adjustment, you get greater flexibility, within the same campaign. Previously, in order to achieve this, you would have to set up individual ad groups for each segment. For example, if you know that people who live in Dublin are more likely to convert than those living in Cork, you can set negative bid adjustments for the Cork in relevant campaigns. This means that Cork will get impressions/clicks at a certain (lower in this case) bid level, thus prioritising impressions/clicks for Dublin and improving your overall visitor quality.

Use All Ad Extensions Available

google ads extensions

Ad extensions are a very powerful way of delivering a personalised ad to each user. These customised ads often deliver higher click-through rates, improve quality score and simply make your ad more prominent on search results. Use every Ad Extension available and relevant to your campaign.

It’s important to customise at ad group level, where it makes sense to do so. Rather than setting up a few top level extensions, make them specific to your ad groups and you will find they will perform far better. From text message extensions, which allow Google searchers to send you a text, to structured snippets to app downloads, there are now a great range of options to use to promote the important aspects of your business to highly targeted potential customers, and offer them a range of ways to get in touch with you, depending on what suits them (and you) best. 

Utilise Your Remarketing

Remarketing is a PPC strategy that targets people who have already visited your website and/or bought from your website. By it’s very nature, it is guaranteed to bring good quality visitors to your website through Google Ads.

In Google Ads, there are four types of remarketing. Standard Remarketing shows your static image ads to people who’ve previously visited your website via the display network. Dynamic Remarketing shows dynamic image ads for specific products and services that a visitor has previously looked at. For example, if you’re looking at a stainless steel crockpot on Amazon, Jeff Bezos can use dynamic remarketing to create an ad using the exact same model on a display ad on your favourite blog. To use dynamic remarketing you must also have a Google Merchant Centre account. Remarketing lists for Search Ads (RLSA) re-targets people who’ve visited your site and the subsequently search for a relevant term. You might target people who have already visited your website, for search terms that are more generic or broad, as you know they are relevant targets.

An outline of your typical re-marketing campaign.

Video Remarketing re-targets people who have watched your YouTube videos. You can also use YouTube ads to remarket to people who visited your site.

While businesses managing their own campaigns are familiar with the areas discussed, often Ads management isn’t an ongoing priority, resulting in campaigns not being structured to meet business objectives and poor quality visitors, thus leading to a poor Return On Investment. Functionality is often applied without understanding how best to use it for the campaigns in question.

As Google Ads becomes more automated, agencies will show their true value by ensuring business objectives are being addressed through campaign set up, structure and ongoing management and through strong communication with businesses on their markets and business objectives. If you are currently managing your own campaigns and would like a Google Ads audie to see how you are doing, please get in touch with us at WebResults.

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We will come back with at least 3 recommendations on how to improve your performance

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Google Ad Extensions

Here are the 10 key PPC KPIs to use.

     1. Clicks: How many people clicked on your ad. If your ads are not getting clicks, you are using the wrong keywords or your ads are not compelling enough. These 3 factors are the key to the success of your campaign, as without clicks you can’t get conversions.

     2. Click-Through Rate (CTR) is the total number of clicks divided by the total number of impressions. If your click-through rate is low, then it’s down to the reasons outlined for clicks. If keywords are accurate, then your click-through rate indicates the quality of your ads/ad copy. Low CTR probably means there is most likely room for improvement in your ads. Extensions, ad copy, display URLs, use of keyword insertion will all impact your CTR.

     3. Quality Score
Quality Score is the most elusive KPI amongst PPC advertisers. It is a metric created by Google that tells them how relevant your ad content is, using metrics like CTR and other performance variables like landing page experience. Using the expected CTR, landing page experience, ad relevance, and ad format, Google is able to determine a campaign’s Quality Score.
Google is transparent about how Quality Score is measured by their team and why it’s necessary. Hal Varian, Google’s Chief Economist, explains how Quality Score works in the Google Ads auction in this video.
It comes down to this simple fact:
A good Quality Score (between 7 and 10) means you pay less money to advertise with Google Ads.
A bad Quality Score (6 or lower) means you pay more money.
Quality Score can affect other KPIs such as CPC and CPA.

     4. Cost Per Click (CPC)
PPC advertisers know how much they can pay for an ad campaign because they typically have a predetermined budget. However, while they specify a budget and a bid when doing the setup of a PPC campaign, it doesn’t mean that this is what they will pay.
Advertisers outcompete competitors for ad positions with their bid, but pay the next highest bid price. Therefore the cost of putting up an ad and for the clicks it generates is largely determined by other competitors in the PPC auction. CPC measures exactly how much an advertiser has paid. You can measure CPC by dividing the total cost of a campaign by the number of times the ad was clicked in that campaign.

     5. Cost Per Conversion/Acquisition (CPA)
Similar to CPC, you can set a cost per acquisition (CPA) when you set up your advertising campaigns. Google defines the average CPA as the price advertisers pay for every new customer they acquire, which is calculated by dividing the total cost of conversions by the number of conversions. Google determines the CPA based on your Quality Score. While the average CPA is pretty easy to digest, advertisers can also make use of Targeted CPA, a bidding technique applied during campaign set up. Targeted CPA helps advertisers set bids automatically to get as many conversions as possible, based on a set CPA determined by the advertisers’ budget.
However, to make use of targeted CPA you have to understand different bidding strategies, set up conversion tracking, and have at least 30 conversions in the last 30 days.

 6. Conversion Rate (CVR)

Conversion rate is not only an indicator of campaign success, it is the reason PPC marketers are hired in the first place.
You can measure the conversion rate in Google Ads by dividing the number of conversions the campaign received by the total clicks. Since conversion rate is expressed as a percentage, if the campaign had 100 clicks and 10 conversions, 10/100 means that the conversion rate would be 10 percent.

While campaign managers always have an eye on conversions, they will often set up campaigns to optimize for clicks rather than conversions.
You can now aim for conversions based on CPA goals rather than focusing on clicks or impressions. However, to be eligible to optimise for conversions, your account must have had at least 15 conversions in the last 30 days.

7. Impression Share (CPM)
An impression occurs when a person sees your ad. It doesn’t matter whether they click on it.  Looking at how many impressions a campaign generated isn’t an indicator of success because it doesn’t express how many people found your ad effective.

Impression share does add context to the reporting story by stating how much of the total impressions your ad campaigns are getting.
Determined by dividing the total impressions your campaign received by the total number of impressions your campaign was eligible for, Google says:
“Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality. Impression share data is available for campaigns, ad groups, product groups (for Shopping campaigns), and keywords.”
Impression share gives marketers indirect competitive insight. Knowing that you have a 50 percent impression share for a keyword, tells you that your competitors own the other 50 percent.

If you increase your impression share, you are in turn decreasing the number of times your competitors’ ads are shown. If you’re looking to increase their impression share you’ll have to increase your bids and/or budgets.

8. Average Position
Google balances both paid and organic search results for almost every search query entered. Ads on Google or Bing can show at the very top of the search engine results page (SERP) in position 1, right underneath the next ad shown is in position 2, and so on.

The average position tells advertisers which position their ad is shown in most of the time. Google can’t simply give the highest bidder the first position all the time, so they determine average position based on ad rank.
Ad rank is calculated by multiplying Quality Score by an advertiser’s max cost per impression (CPM). However, since the average position is indeed an average, even knowing how to calculate it isn’t the full story since if your average position was 3, you may have been in positions 1, 4, and 6 earlier that day.

Since the first 1-3 ads are shown before even the organic search results everyone worked so hard on, many businesses advertising on Google would like to be visible right out of the gate in position 1. It makes sense to want to be in the first position, but the aim to do so is mostly one of vanity because being in the first position doesn’t necessarily mean results.

Some advertisers may have more conversions in position 4 than position 1 for whatever reason. You should use the average position to provide context around campaigns and campaign reporting, but it shouldn’t be used as a target indicator.

9. Budget Attainment

Paid search marketers are almost always given a monthly budget to run ad campaigns with. Budget attainment measures how closely that agency or individual came to achieving the budget they set out to.

Most PPC marketers don’t consider budget attainment when it comes to measuring their PPC performance, despite how much information it provides on how campaigns are being managed.

The reason why marketers tend to over or underspend the budget every month is that it’s difficult to bid consistently and maximize results with ongoing fluctuations in the PPC auction – a task that requires ongoing oversight and optimization (without the use of machine learning).
Regardless, I’m making the case that budget attainment is a KPI that PPC marketers need to think about.

10. Lifetime Value

LTV is a broad indicator of account health and of a PPC marketer’s abilities.
But calculating customer lifetime value for paid search is complex.
Companies that retain customers acquired via paid search longer will make significantly more revenue.

While LTV is a measure of a business’s customers’ lifetime with their product and/or services, it can be measured in different ways.
For example, in the case of a martech provider, LTV could be measured simply by looking at the number of days, months, or years a client stayed with the platform.
In the case of a large company like Starbucks, measuring LTV can actually be quite complex. There are numerous considerations (e.g., average customer lifespan, customer retention rate, profit margin per customer, and applied discounts).

While PPC marketers typically wouldn’t take on complex calculations of LTV like Starbucks, knowing how this KPI is measured in other departments could certainly come in handy. Just be aware that LTV means slightly different things to different marketers, but is fundamentally the same across all of them.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Google Ad Extensions

Google Ads extensions can increase your CTR by up to 20% according to Google. So why aren’t you using them? Or if you are, are you using them to their maximum potential?

Extensions effectively give you more space on the search results page. It gives you the opportunity to make your ad as relevant as possible to your potential customer.  Extensions can help you create a sense of urgency to get your prospects clicking, highlight current offers, drive phone calls for your business and so much more.

We examine some of the best extensions and how you can best use them for your business.

1. Sitelink Extensions

Sitelink extensions take people to specific pages on your site (for example, a specific product or store hours). When someone clicks or taps on your links, they go directly to what they want to know or buy.

Sitelink example:

WebResults Sitelink extensions

It gives you the opportunity to drive site visitors not just one static landing page, but to other pages that might be of use to your potential customers.

This helps your ads take up real estate and dominate the Search Engine Results Pages (SERPs) to enable web searchers to focus on your ad and pay attention to Calls-To-Action.

It will also help your customer find exactly what they are searching for without having to sift through your website. This creates easy navigation and seamless searching experience.

Also, the Sitelink extension is limited to just the maximum word limit of 25 characters, so get creative with it.

Use your analytics to establish what potential customers seek when they visit your website.

2. Call Extensions

How & When to Use Call Extensions in Google Ads | WordStream

Call extensions work by featuring your business’s phone number at the top of the ad, next to the site URL. Call extensions communicate two key messages to your potential customers.

i) Your business is only a call away: If your customers intend to get in touch with you, it’s easy to do so. You can easily be contacted, with your phone number on display.

ii) We will be there if you need us: If they got any troubles or inquiries to make, you have got them covered.

On the desktop, this will just show up as a phone number that users can enter into a mobile device; on mobile, this number is actually clickable, and with only two taps someone can call your office. Convenience is a huge asset when people are in a hurry, and mobile users typically are.

3. Promotion Extensions

Promotion Extensions: A Quick And Easy Boost For Ecommerce | PPC Hero

Promotion extensions are used to advertise sales, coupons, deals, and similar special offers. These tend to be paired with a price tag icon, making them stand out from your competitor listings. Using these extensions, advertisers can also include date ranges. This is an easy way to create a sense of urgency. In addition, shorter date ranges tend to convert better than longer ones as there is a smaller window for consumers to capitalise.

Promotion extensions can be used for any type of promotion, but are exclusive to specific product discounts. Examples are:

  • Special discounts
  • Free deliveries
  • Extra packages
  • Exclusive deals
  • Bargains
  • Coupon codes and more.

These extensions are quite powerful. When people click it, it is generally with the intent to convert.

4. Callout Extensions

Optimizing PPC Callout Extensions - maximize adwords text ad performance

Callout extensions are non-clickable copy that are used to highlight your USPs.

In the words of Google Ads ,“callouts help highlight specific information about your products and services”. To capitalise on your callout extensions, make sure you:

  • Provide enough information
  • Increase your options
  • Optimise for mobile users
  • Keep the character limit in mind (25 characters)

You have a limit of 3 call-out extensions, so be sure to give careful consideration to them.

5. Structured Snippet Extensions

How To Set Up Structured Snippet Extensions In AdWords - Paid Insights

Structured snippet Google Ads extensions really capture the user’s attention. They allow you to create hyperlinked, clickable headlines that send users to key pages on your site, and feature a quick description under each one. Structured snippet Google Ad extensions will help you give more context to your ad.

Just as the name suggests; it “structures your words in snippets”.

Structured snippets allow you to string a set of related terms or details together to communicate a section of the ad to the reader. For example, you can layout your services or your special offers in one snippet.

These snippets tell your target audience how you can serve them and what your business is all about.

This immediately attracts the right audience for your business, and rid your website of visitors that are not interested in your products.

6. Location Extensions

Upgrading AdWords Location Extensions | Point It

Location extensions add your business’ address to the bottom of the ad, along with your operational hours if you feature it. When users click, they’ll be taken to a Google map showing your location, and they can instantly get directions to where you are.

Is this business legit?

Location extension answers that for you.

They’re an essential choice if the geographic location will heavily influence whether or not someone decides to do business with you.  But eCommerce brands also need them too. It builds trust. In addition, adding filters enables you to link specific locations to specific campaigns.

7. Price Extensions

The Ultimate Guide To Google Ads Ad Extensions - Store Growers

Price extensions allow you to quickly showcase how much a given product or service costs, listing an item, linking to its specific URL, and then featuring pricing and qualifying information.

Is it in my price range? Does it fit my budget?

This is a great opportunity to make your ad even more competitive by offering up highly-relevant information upfront. Price, after all, is a huge factor that will shape someone’s buying decision. The transparency of having the price readily available upfront can increase clicks if you’re within the range that the searcher is looking for, and get them to click on your ad instead of competitors’. It’s better to start with what you know instead of what you don’t, after all.

And if the price is out of range from what the searcher is looking for? That’s ok, too, because you don’t want to pay a lot for clicks that have no chance of a conversion. This extension can actually prevent that.

8. App Extension

10 AdWords Extensions You Should be Using (But Probably Aren't)

Users spend 90% of their mobile time within apps, so having an app extension for your business is key to staying relevant and increasing engagement with your audience. Don’t wait for users to find that app on their own. Use the app extension to boost its visibility.

App extensions are mobile-only extensions, and they’ll feature the name and logo of your app next to a clickable “Install” CTA at the bottom of your ad. These extensions are created to lead users to download your app, offering a new way for you to keep them engaged. Since it’s mobile-only, this will make the extension incredibly valuable for users who may not want to navigate a full site, to begin with.
If you have an app, use this extension to promote it always. There is no downside here.

Statista recently revealed that Mobile apps are expected to generate over $365 billion in revenue by 2023.

9. Google Shopping Ad Extensions

Cheat Sheet: Ad Extensions for Shopping Campaigns

The best Google Ads extensions for Shopping campaigns are probably:

a. Google Merchant Promotions

b. Product Ratings Extensions

c. Seller Ratings

d. Affiliate Extensions

 

a) Google Merchant Promotions

This extension performs what promotion extensions do for Google search ads.

If you have got any special offers, like a discount or free delivery, this extension lets the public know.

The benefits of offering discounts can’t be overemphasized, about 93% of Shoppers use a coupon or discount code throughout the Year.

Discounts boost your conversion rate because obviously everyone wants to save.

b) Product Ratings Extension

Just like Apps are rated in stores, the same way this extension allows your products to be rated based on a 5-star scale.

Here’s the thing. People love reviews! They want to be assured they are buying the best product that will serve them.

Studies reveal that 72% of customers won’t take action until they read reviews and 15% of users don’t trust businesses without reviews.

Those stats go to show how important ratings and reviews are important for businesses. If you have got amazing reviews and love showered on your products, then this extension helps you proudly display the fact.

c) Seller Ratings Extensions

Seller Ratings are the stars that appear in ads on the Google Search Network via an automated extension.

Seller ratings show the following:

  • A rating out of 5 stars.
  • The number of ratings the business has received (in parentheses).
  • A qualifier (e.g. average delivery time) that highlights why you got the rating (if data is available).

Google sources the ratings and reviews from Google Customer Reviews, StellaService, Google Consumer Surveys, third-party review sites and other sources.

The difference between product and seller ratings is that the former is exclusively for products and shopping ads, while seller ratings are for your brand as a whole, the entirety of what your brand offers.

This rating extension is for your brand image. If you have got a solid track record with plenty of reviews, this will motivate potential customers to make purchases from your brand.

d) Affiliate location extensions

If your products are sold through retail chains, affiliate location extensions can help you reach consumers as they’re deciding what and where to buy. This type of ad extension works by helping people find nearby stores that sell your products. These extensions are only availability in certain countries so may not be relevant to your target markets.

In Conclusion

Google Ads extensions are very effective for most businesses, but not all will be suitable for all businesses.

Take the time to identify the Google Ads extensions that will align with your business objectives. Each extension you set up should have a clear objective. What are the issues your key target personas have and which extensions will make it easy for them to help resolve their issue in the current environment.

Some extensions drive conversions, others build trust, others build profile. Use them carefully to enhance your ad copy and your messaging.

If you have an Google Ad account that you feel is not optimised to its full potential, contact WebResults today.

Request A Free Google Ads Account Audit or talk to us.

Google Country Specific Fees

Last week, Google announced that it is introducing extra charges, also known as country-specific fees, for advertisers in the UK, Turkey and Austria. These charges are effective from the 1st of November 2020.

But why? And what does this mean for advertisers in these countries? We’ve delved into it for you, so read on and learn what these fees could mean for your business or your clients.

How much are the country-specific fees?

Google has said it will introduce the following:

• Ads served in Turkey: a 5% Regulatory Operating Cost added to your invoice or statement
• Ads served in Austria: a 5% Austria Digital Services Tax Fee added to your invoice or statement
• Ads served in the United Kingdom: a 2% UK Digital Services Tax Fee added to your invoice or statement

Why are these being introduced?

In Turkey, the Government have introduced tighter controls around data processing, permission and international data transfers since 2016, similar to the EU’s GDPR ruling. However, since 2016, these regulations have become increasingly difficult to comply with, and as a result, Google has announced it will be opening a Turkish office.

In the UK and Austria, the introduction of the Digital Services Tax means that advertisers will be charged an extra 2% and 5% respectively on their invoices.

The UK’s DST has been in the works for a couple of years and was announced in March. The tax is aimed at collecting revenues from digital companies with at least £500 million in global revenue and £25 million in U.K. revenue, such as Google, Amazon, Facebook. Unfortunately, it is the advertisers who will feel the pinch.

How will the Google country-specific fees affect advertisers?

These additional costs will not affect the CPC advertisers pay or anything related to any bids in the Google Ads auction. The extra charge will be listed on each invoice.

For example, if you are a UK advertiser who spent £1,000 on clicks for the month, your DST fee from Google would be 2% of that, which is £20. That would make your final invoice (exclusive of VAT) £1,020.

What is the best way to handle this moving forward?

Factoring this into your advertising budget will be crucial, so make sure you make the adjustment in time for the November launch. As this is a percentage charge, it is wise to make the estimate based on the upper range of your monthly account spend.

To create or edit a budget, you will need an Admin, Standard, or billing-only access to the paying manager account and the manager account needs to be linked to the payments profile.

Again, all charges will be listed on your monthly invoice, so make sure to check in on your billing documents to ensure the spend is within your allocated budget.

If you are a company based in or partly-based in the above countries and have questions relating to Google’s country-specific fees, feel free to contact us here at WebResults via email or contact form to discuss this further.

Enterprise Ireland Online Retail Scheme

What is the Enterprise Ireland Online Retail Scheme?

The Enterprise Ireland Online Retail Scheme is a grant to businesses that meet the specified criteria to help them develop or enhance their online trading capabilities.

The grant covers 80% of the costs of the proposed activity. So for example, if your proposed activities are quoted as costing €12,500, Enterprise Ireland will cover €10,000 (which is the minimum cost and grant allowed. The maximum grant is €40,000).

So what does this mean for your business?

It means that, from as little as €2,500 investment, your business can enter into the world of eCommerce and online marketing. Activities carried out by WebResults that would be covered by the grant include:

Research:

This includes analysing your current and potential online presence and opportunities. We will explore your market and learn about your brand, target audience, products or services and more. We will also present you with options in terms of the tools, applications and platforms you can use to drive your business forward. This will help you make informed decision in regards to how you want to proceed.

Strategy development:

  • Development of a written digital strategy and a roadmap for implementation including resource and business process considerations
  • Identifying how the company’s value proposition should be demonstrated online, what aspects should be emphasised and how best to present this
  • Ensuring that your business’ online presence is being fully utilised / optimised to fulfil its overall potential, supporting the overall business strategy
  • Consideration of omni-channel offering (including marketplaces and social media)

Implementation:

  • Optimising the company’s online presence to ensure domestic and international visibility (e.g. web enhancement and localisation, associated business process enhancements, search engine optimisation etc.)
  • Enhancing related “back end” systems (e.g. product presentation, supply chain management, systems integration to improve consumer experience etc.)

How can WebResults help you?

We have been involved in the world of digital marketing for over 20 years. In that time, we have learned what methods, tools and channels work and more importantly, what does not. Put our expertise to work for your business. If you want to survive and thrive during this COVID-19 crisis, talk to us today about your application. Call us or fill out our callback form and we will reach out to you.