Category Archives: Adwords

Important Steps for Keyword Analysis in Google AdWords

Whether you are writing a blog, content, title, description, campaigns, videos or performing any other promotional activities for your website, all stated activities will not work well unless you know the right keyword.  Keyword is the query or search term triggered by the user, it occurs when a user look for any information or wants to buy some stuff on web. If you want to find right keywords you need to think from the perspective of user. Why is the user triggering this keyword, what makes him to do that and all such possible questions  which can lead him to visit your website all come under keyword analysis. And that is why content writing has to perfectly integrated with appropriate keywords.

Google AdWords provides a keyword planner tool that gives us a right direction in the journey of keyword analysis. When We  enter  the potential keyword into keyword planner tool , its search volume on the web can be found for the selected time period, and also how much competitive this keyword is. Keyword analysis is a long process from the embarkment of website to endless promotional activities. so,  even if you are website has been completed, your keyword analysis will still be on. Let’s discuss some important steps for keyword analysis –

If an ecommerce website is planning to increase its sale, its first step will be to increase its visitors or its online presence over web.

How will a visitor find you on the web?

Let’s say you are selling bottles online.  visitors may approach your website by triggering search terms such as bottle, water bottle etc., These are known as keyword for your website. To improve your online presence you need to include potential keywords into your website content.  Now, our next step is to find out what keywords people are generally searching most or volume of related keyword. Here, the role of keyword planner tool comes –

 Keyword Planner Tool – 

Find New Keywords & Search Volume Data

In the keyword planner tool you will find a search box in which you can enter your keyword and get its search volume. Considering the keyword “bottle”;  average monthly searches for keyword bottle is 165,000 as shown in the figure, meaning that 165K people are searching for “bottle” in a month. This gives you a basic idea about your visitors.

Keyword by Relevancy – Along with keyword “bottle”, the planner tool also suggests  related keywords or keywords by relevancy.

Competition – Besides the average monthly searches, find a column named competition, which  is defined by Low, Medium, and High. Competition is defined as how competitive this keyword is in the market or how many people are using this keyword and ranking in google searches

  • Low – Low means competition for keyword is low or less competitors are using these keywords. Example – Bottle
  • Medium – Medium competition is in between low and high. Example- Bottle of water, pet bottle
  • High – Competition is very high for these keywords or large competitors are using these keywords and ranking. Example – glass bottles, plastic bottles

There are two ways people can found your website

  1. Organic Search (without Ads)
  2. PPC (with Ads)

(1) For organic search – Organic search refers to the situation when your website is ranking in google search engine without running any paid Ads. For a new website, if we use low and medium competitive keywords, it would be easy to rank. We can use more than one low competitive keywords in our website content and sum of search volume of all those keywords will gain high traffic. High competitive keywords will have to face very high competition to rank.

(2) For Pay Per Click (PPC) – In PPC you can create Ads for Low-Med-High competitive keywords and these ads can be monitor for 1 to 2 months. After monitoring we can track the result of Ads, Ads with high conversion has the most favourable keywords for your website.

Keyword analysis helps in finding new market. It gives assistance to understand the demand and supply graph for particular product by furnishing search volume for potential keywords. It anticipates the market yields and enhances marketer’s decision making power.

Whether you need Analytics services for your website or keyword optimisation for your online marketplace storefront (Amazon, Flipkart etc), feel free to contact us for professional help!

Compiled by Meghna Sahu

Why Should You Invest in Paid Google Campaigns?

Back to the fundamentals –  what are Paid Google Campaigns? Let me pause here and give a some simple definitions used in Google for marketing:

Chattels in Paid Campaign:

  • Advertisement
  • List of Search Engines
  • Payment:
    • When ad is clicked(Pay-Per-Click PPC)
    • When ad is displayed (Cost-Per-Impression CPM)

   Paid Search Marketing Process

Source: marketfunction.com

Keyword Research:

Consider a keyword list based on the Company’s product and services which is done by crawling the Company’s website and pick the keywords which have much relevance. After pulling possible keywords from the site, the next step is to cluster them into specific groups. This is where you put yourself in users mind.

Ad Copy Writing:

What matters with ads? Just annoying things for people. The answer is No. There is a fun exercise in creating a provoking ad.  The ad copy usually runs between the title and the display URL. It is just a crackerjack tool not only to describe the Ads destination but also serves as effective for the visitor who might be interested that has bought the ad up.

Landing Page:

The key point to be noted is that the Home Page has actual difference from the Landing Page. It is an independent web page offbeat from the main home page. The Landing Page shouldn’t swamp the visitor with several links. The speed of the landing page loading is a significant point. When a visitor clicks an ad,  he/she should be directed to a particular web page with a catchy overlook and not to be directed to Home Page again.

Campaign Setup:

The basic idea we get is from questioning our self as “what type of Campaign Do I need to create?” Once setup then there are series of questions to be raised in mind as

  • Who are the target audience?
  • Location and languages
  • Bids and Budget

Tracking and Testing:

The final step is to evaluate the Campaign performance. Focus on what to be achieved by this Campaign and search according to the result to be achieved. The landing page performance can be checked for entire account or even the specific ad group. The result is targeted based on the Campaign mission.

Let’s get to the crucial part of the talk

Does investing in Paid Campaign fetch you desired result?

To all appearances it is a big YES. But let me tell you how.

Paid search is like head-to-foot for Targeting. Company target based on the products and services to get the more revenue to business. Target a specific group based on age, interest, location and all available options present to hook the advertiser.

In this fast growing world, everybody wants on hand payoff.  Paid campaign gives an immediate result for the accomplishment of the process.

Wrangle more for the exposure. The Google search page contains enormous amount of data where all data competes for visitor’s scrutiny. With this incredible platform getting a position in first page is achievement and listed more number of times is a big deal coming to the door step.

So, with right intelligence and good patience paid search campaign tied up with organic search could get you more traffic and conversion rate which seems to be lost only with organic search.

If you are interested in taking up paid advertisements with Google, you may as well brush up your basic knowledge about Google AdWords. Or, make life easier! You may review our Paid campaign packages and contact us to help you out with it!

Basic Concepts of the Google AdWords Tool

Google AdWords is an advertising service through which advertisers can promote their products by publishing on Google and its advertising network. If you use Google AdWords smartly, it will generate quality leads and customers for your business. It is important to know the basics of Campaigns, ads, keywords and most important to learn ad ranks and quality score.

adwords

Google AdWords Account – For using AdWords tool, you have to create an AdWords account, simply login with Gmail. Once you login you can create campaigns using relevant keywords, which you can research using the keywords planner tool. AdWords provides keyword planner tool to select the keywords which provides best results

Keyword planner tool – Keywords are the basic building blocks for any ads. These are the very search-terms that are used by users when searching through the internet, which ultimately drive traffic to your website. Through Keyword researching you can get relevant Keywords for your campaigns.

Campaigns – Once you have sorted out relevant keywords, build your campaign using these keywords. While creating campaigns you need to select the location (where your product or service is available to customers) and bidding (the amount of money you are planning to spend in a day for each keyword). Choose location and bidding wisely to generate quality leads.

Under one campaign many ad groups can be created and under ad group, ads are created. Ads are an important factor in all campaigns because customers interact directly with Ads. While creating ad groups you have to enter address of your landing page, which forms the port of consumer attraction and traffic collection.

Landing Page – When a user clicks on your ads it is redirected to a page that page is called as a landing page. According to Google’s guidelines, landing page should match with search terms or keywords. As ranking of ad is highly depended upon relevancy of ads

Ad Rank – Ranking of ads is based on maximum cost per click (CPC). Whenever anyone clicks on ad the amount is charged for one click is defined as the cost per click. Generally, higher the bid amount higher will be the ad position. Ad rank is calculated on two components one is bid amount and the other is quality scores.

Quality Scores – It is one of the important factors to determine ad ranks. Google determines relevancy of keyword and landing page, if both are highly relevant than preference will be given to most relevant ad in deciding ranking. Even if any advertiser is paying maximum cost but if his ad relevancy is lesser then his ad may not mandatory rank first. On the other hand, if any advertiser’s ad relevancy is very high but paying lesser amount than required for first ranking may achieve highest rank.

Now, your ad is ready, google takes some time to approve your ad before it goes live. Monitoring of campaign should be done to find out which ad or AdWords group is bringing more conversion, also find what keywords attracting customers to visit your site. Then, use those keywords more shrewdly in building more potential ads.

When it comes to adWords, keyword research and keyword analysis play a very crucial role. Next comes in the landing page which must be strong enough to hold your customers that have arrived through advertisement. Apart from Google Adwords, SEO also gives potential results for online marketing. Take a look at some SEO strategies and SEO tips. You may contact us for any further insights.

 Compiled by: Meghna Sahu

Negative Keywords – A Summarised Review

If you want to make successful business then you should be aware of surrounding opportunities to gain and threats to the business. We are all well perceptive of the success mantra “keep your enemy closer” The same concept can be applied in Amazon sponsored product ad campaigns. Not only is it necessary to ascertain the keywords which are worthwhile for the product to be sell is salient but also to recognise the keywords which are responsible for draining our campaign is noteworthy.

red-pencil-holding-a-negative-list_1156-459

The keywords which are perilous for the campaign are called ‘Negative keywords’. Negative keywords bring irrelevant traffic to the product which drains the campaign budget. Keep in mind that bringing traffic to the product is important but restricting the immaterial clicks is also crucial.

One can make the campaign more efficient with the help of negative keywords. Adding negative keywords diminishes the irrelevant clicks. Reduction in unrelated clicks reduces the amount to be spent meaning reduction in advertisement cost without disturbing the sale. We actually begin to see the impact of Negative Keywords is through a lower cost of sale and a higher ROI.

To make campaign more efficient one can use the Negative Keywords in following three categories.

  1. Broad Match:- This match type offers ads broad traffic exposure. A customer search term will match if it contains all the keyword terms or their synonyms. The customer search term can contain keywords or synonyms in any order.
  2. Phrase Match:- The customer search term must contain the exact phrase or sequence of words. It is more restrictive than broad match and will generally result in more relevant placements for your ad.
  3. Exact Match:- The customer’s search term must exactly match the keyword in order for the ad to show, and will also match close variations of the exact term. Exact match is the most restrictive match type, but can be more relevant to a customer’s search.

Mostly Negative Keywords are used in Exact Match categories. Negative keyword can add one by one through campaign manager also by using bulk operation. It works as salient tool to optimize the campaigns.

You may visit http://www.bmconsulting.co for further insights by experts.

(Compiled by Nikhil Patil)

Google launches the Trial Run Ads for apps in search results to let users play before installing

The announcement was among several Google is unveiling on Monday during its Developer Day at Game Developer Conference in San Francisco.

google video games

 

In the next few weeks, ads in Android search results will allow users to take games for a test drive before choosing whether to download or not but it allows only for 10 minutes to play with an app right from the search results.

Trial Run Ads will start appearing in Google search results within the next few weeks using AdWords Search. These ads will have a “Trail Now” button, in addition to a download button.Users who want to try the app for games will be able to play the game for up to 10 minutes before deciding whether to download it from the Google Play Store.

images (4)

Google began rolling out app streaming in organic search results which is nothing but the ability to easily find and browse content within apps more widely on Android devices earlier this year, with the “Try now” option to preview an app before downloading it. With so few apps ever used after being downloaded (Google says it’s just one in four), the teasers are aimed at increasing the odds that users will stay engaged after the install.

In December, Google began testing Trial Run Ads through AdMob. The test-drive period in those in-app ads was just 60 seconds, however, compared to the 10 minutes of trial time available to users in the new search trial ads. While initially aimed at game developers, Trial Run Ads will be available to a wide range of apps. Also the Portrait Video Ads in mobile apps will launch in a few weeks by Google.

 

 

 

 

 

 

 

TARGET CPA BIDDING IN GOOGLE ADWORDS : OPTIMIZE YOUR CONVERSION RATE

Conversion refers to the actual turning of lookers into Buyers. If you are not turning lookers into buyers at High Rate then what are you advertising for? Conversion is the Key Element in your Paid Search Strategy. Conversion Optimization enables you to Maximize Every cent of PPC Spent by finding that Sweet Spot that convinces the Maximum Percentage of Your Prospects to take action. How do we do this? Target CPA Bidding which was earlier known as Conversion Optimizer in Google Adwords to Optimize Conversion Rates and get the result is More Leads for Less Money.

An automated bid strategy that uses a target cost-per-acquisition (CPA) that you enter, and automatically sets bids to help get as many conversions as possible within your budget.

Target CPA Bidding Uses your Conversion Tracking data to avoid Unprofitable Clicks and get More Conversions at a Lower Cost. Based on your campaign’s History of Conversions, Target CPA bidding automatically finds the Optimal cost-per-click (CPC) Bid for your ad each time it’s eligible to appear. It sets Higher CPC bids for More Valuable clicks and Lower CPC bids for Less Valuable Clicks.

HOW IT WORKS?

To set up a target CPA bidding strategy your campaign typically need to meet following requirements:

  •  You have to track conversion data in google adwords :  You can do so by either  setting up conversion tracking or cross-account conversion tracking (MCC accounts),  or by importing your goals and transactions data from Google Analytics.
  •  Your campaign has received 15 conversions in the last 30 days :  Because of this we  get more accurate future predictions about conversion rate since we have more data.
  •  Your campaign has received conversions at a similar rate for at least a few days.

 SETTINGS:

To set a Target CPA, you have to select the option Target CPA and save the changes. From below image you will get a clear idea.

how to set target cpa

How to set target cpa

The target CPA you set may influence the number of conversions you get.

You can set Target CPA to focus on either conversions or converted clicks by choosing a conversion bid metric. If you don’t make a selection, Target CPA will Focus on Conversions.

Below images show the steps to change conversion bid metric.

1. Click theTools tab, then select Conversions.

select conversion

select conversion

 

  1. In the left menu, click the Settings and Click Conversion bid metric. Then you can select either conversions or converted clicks and save the changes.

 

select setting

select setting

So Optimize your Google Adwords Campaign and Get A Better Conversion Rate.

Want To Maximize Your PPC ROI ? You Need To Spend Valuable Time On Adwords Analysis

Keep Monitoring Your Ads To Ensure That You Are Maximizing Your PPC ROI

How Do You Do This?

If You’re Looking To Analyze The Performance Of Your Ads, An Obvious The First Step Is To Take A Glance Within The AdWords Interface To See How Ads Are Performing By Monitoring And Analyzing The Campaigns That You Are Running.Here you can get Brief Idea After Seeing The Screen Shot Below

Your AdWords Performance Data Contains Table Structured Format Which Contains Column And Rows. Column Represents The Performance Metrics And The Rows Represents The Different Entities Like Campaigns, Ad groups, Ads, etc. Since Entities have a hierarchy, You Can Drill Down Into The Tables At Each Level To See More Specific Data.

keyword analysis

Here Let You Know More About Some Important Metrics

Impressions:  How often your ad is shown. An impression is counted each time your ad is shown on a search result page or other site on the Google Network.

Clicks:  When someone clicks your ad, like on the blue headline of a text
ad, AdWords counts that as a click.

CTR:  A ratio showing how often people who see your ad end up clicking it. CTR can be used to gauge how well your keywords and ads are performing. Hence CTR is very important metrics to analyze your ads performance.

CTR is also called as Click Through Rate and measured as no of clicks divided by the no of impressions.

A high CTR is a good indication that users find your ads helpful and relevant. You can use CTR to gauge which ads and keywords are successful for you and which need to be improved.

Avg CPC:  The average amount that you’ve been charged for a click on your ad.

Max CPC:  A bid that you set to determine the highest amount that
you’re willing to pay for a click on your ad.

Avg Position:  Where on the page its ads showed up on average.

Cost:  The how much money it spent.

Conversions:  A conversion happens when someone clicks your ad and then takes an action that you’ve defined as valuable to your business, such as an online purchase or a call to your business from a mobile phone.

Conversions help you understand how much value your online ads bring to your business.Hence its very important factor for performance measure.

Cost/Conversion:  How much it cost to get each conversion on average.

Conversion Rate:  The average number of conversions per ad click,shown as a percentage.

 

 

 

Introducing New Google’s Offering For App Promotion Business With “Universal” App Campaign

Get More Familiar With “Universal” App Campaign.

Recently Google introduced another new Campaign Type called as “Universal” App Campaign Specifically designed for App Developers for Better Promotion of their App and Enables the App Marketers to reach Users across Search, YouTube, the Google Display Network, and Google’s in-app advertising network AdMob.

Now a Days more and more companies are starting to realize that having a Mobile App makes it easy for their customers or clients to use their products and services faster and easier. Having to open up a browser window and type in a URL just isn’t fast enough anymore — even if the mobile website is optimized and looking great. Hence Apps are almost on the cusp of becoming a Necessity for Businesses to Succeed.

The move is meant to leverage Google’s scale to challenge competitors, like Facebook and Twitter, which also offer app install ads that can be targeted to reach pa

Campaign Setup - Universal app installation Adwords

Campaign Setup

Edit ad copy

Edit ad copy

Location Edit

Location Edit

How the New ” Universal” App Campaign Type Works

Many Questions Automatically Arises in Everyons’s mind like How Does It Works?, Does It Have keywords? Does it have Display Audiences and Targets? Does it have YouTube targeting?

Hence let me Tell you It Doen’t Require Any Keywords, It doesn’t have Disply Audiences and Targets and Not that One Either. It Looks Like Google Released The Set-It-And-Forget-It Version Of App Promotion With a Simplified Setup Option That Will be Available in both AdWords, as well as directly in the Google Play Developer Console which is where App Developers Manage Their Apps, Campaigns can be Quickly Created without requiring that developers input a lot of information.

How do you use Universal App Campaigns?

  1. Set a Desired CPA And Budget For Campaign.
  2. Universal App Campaigns Will Scale Your Reach, And Maximize Installs Across All Of Google’s Ad Platforms.
  3. The Campaign Set-Up Will Automatically Pull App Images, Videos And Description From Your Play Store Listing To Create Ad Formats That Are Most Appropriate And Fitting For Placement.

You have an all-in-one campaign, but what’s the downfall here?  Your access to normal tabs on AdWords has been limited.

Settings That Are Available For Universal App Campaign

  • 4 ad text ideas
  • YouTube Video
  • Location
  • Language
  • Budget
  • Target CPA
Language Edit

Language Edit

Add Bid Budget

Add Bid Budget

So, How Is This Going To Help You? Do You Want More App Downloads? Do You Not Want To Take The Time And Effort To Create Separate Search, Display And YouTube Campaigns, All With Their Own Targeting Settings And New Ads For Each One? Well Then Above Is Your Solution. Just Set It… And Forget It!!!