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3 Basic Criteria You Should Follow When Planning a Display Ad Campaigns

Different types of Display Advertisements are:

Banner

Video

Interstitial

Banner Ads are shown at the top of the website.

Video ads are shown on YouTube and its partner sites.

Web pages” that appear before users are directed to the site they originally wanted to visit are generally Interstitial ads.

You need to set up a goal to make an effective display ad campaign. When planning your display advertising the following points need to follow as below:

Target Right Audience:

Out of different kinds of audience targeting, you can select the above-mentioned options:

  • Demographic: You can target the audience as per their age, gender, religion, economic status.
  • Keywords: Select the relevant keywords that will trigger into your website when someone clicks on it seeing the advertisement in Google and its partner sites.
  • Audience Behaviour: By selecting an in-market audience ad campaign you can target those who are actively searching for similar products or services you offer.
  • Placement: It enables you to filter the devices and location where the ad will appear.

End of the day your objective is to target the right audience who may show interest in your product or service after seeing your display advertisement.

Create an Effective Ad copy:

To make an effective ad copy you must have to look at the following criteria:

  1. Catchy Headlines and Ad description.
  2. Relevant landing page.
  3. Call to action in ad copy 

A good ad copy triggers more ad clicks, so make it catchy that can make your audience curious about your products or services. 

Catchy Ad Creative:

Last but not least the creative design makes a significant role when planning your display ad campaigns. A catchy ad creative can thousands of words and it also grabs the audience’s attention. In ad creative don’t forget to include a call-to-action button that relays your end goal whatever product or service you are marketing. 

We hope you will keep all the above-mentioned points in your mind when planning for a display ad campaign.

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admin December 21, 2020 0 Comments

Tips to Create Google Smart Shopping Campaigns

Both smart shopping and standard shopping campaign use same Google ad account id. Smart Shopping Campaigns introduces new features like dynamic remarketing and also includes the Display network. The products will show on YouTube and Gmail in a fully automated way in Smart Shopping Campaign.

In this campaign maximize conversion value bid strategy is being used that can define an expected ROAS for the investment. But keep it in mind that to create such a campaign you should have a remarketing list with at least 100 users with the conversion tracking active.

As you know Smart Shopping Campaigns automate a lot of manual tasks such as add negative keywords, device-specific bid Adjustment so on. There are limitations too. We are not able to get details about the search terms that are activating our ads, or in what proportion they are being shown on each network (Display vs. Google Search). In the Smart Shopping Campaign, you not able to set campaign priorities that is present in Standard Shopping Campaign.

Some Recommendation for You Before Proceeding a Campaign:

A. You can group products with similar ROAS into new smart campaigns if you have done it before with Standard Shopping Campaign.

B. When grouping products into campaigns to gather products of a similar average price to homogenize the visibility of all products.

C. In Smart Shopping Campaign you don’t need to subdivide the product group by label, brand, type of product, or product IDs. Go to Reports / Predefined reports (dimensions) / Shopping, and then choose the one you want. Once in the report, you can customize it. You can use campaign filters to choose only the products you want.

Steps to Create a Smart Shopping Campaign (SSC)

  1. Configure the feed correctly.
  2. Select New Campaign/Sales/Shopping
  3. Select the desired merchant center account and the country where you sell the products and smart campaign subtype.
  4. Indicate budget and, optionally ROAS objective. It is recommended to set the bidding strategy “maximize conversion value” without a ROAS goal.

You can differentiate the performance of any previous standard Shopping campaigns with the Smart Shopping Campaign. Since SSC uses dynamic remarketing, it would not be fair to compare it’s performance with Standard Shopping Campaigns. 

According to me, Google Smart Shopping Campaign has some advantages that were missing in the Standard Shopping Campaign that may fit into your business.

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admin November 3, 2020 0 Comments

Soon Google Ads will Stop Search Term Reporting

Recently Google has announced “To maintain our standards of privacy and strengthen our protections around user data, we have made changes to our Search Terms Report to only include terms that a significant number of users searched for. We’re continuing to invest in new and efficient ways to share insights that enable advertisers to make critical business decisions”.

Till now the advertiser can find search queries with the number of impressions and clicks in search term reporting. After the rule comes into effect the advertiser are only able to access minimum query data to get user’s search queries information.

You can see Google already restricts query information in the Google Search Console dashboard. As a result, advertisers may have less control of their ads on specific search queries. It will force advertisers to shift from a positive to a negative keyword management approach for keyword optimization. That means advertisers won’t be able to decide which search queries will add as keywords and which one for negative keywords.

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admin September 12, 2020 0 Comments

How to Set up an Effective Google Call to Ad Campaign

Last few years the use of smartphones has risen tremendously. Thatswhy it is one of the most preferred platforms for the advertiser and Google is the best platform for mobile advertisement.

Before getting into details of call-only campaigns you need to follow the things below:

  • Is their issue immediate?
  • Are they likely searching from a mobile device?
  • Would it benefit them to speak to a real person?

If it is yes, then call-only ads will fruitful for your business.

Many business owners are now considering using call-only ad campaigns to get customer inquiries online.

Let see the steps to make a Google Call Only Ads:

  1. You need to fill up Headline 1 and then after headline 2 (Each within 30 Characters)
  2. Enter your Business name
  3. Then enter your phone number
  4. Write Description line 1 and Description line 2 (Each within 90 characters)
  5. Mentioned Display URL of your website address
  6. Verification URL( Any landing page of your website)

The purpose of the call only ads is to initiate a call for your business where your website landing page won’t display on your ad. Google has been moved the business name from the headline in February 2019 onwards to provide extra space to write a compelling headline for your ad. Call-only ads are suitable only for mobile that includes location, structured snippet, and call out an extension for greater visibility.

Call-only ads some advantages over call extension ads such as:

  • You can select two different phone numbers to call
  • Can save the phone number in your phone’s contact list
  • Schedule a call-back from the advertiser when the line is busy
  • You can bid for call-only campaigns for your business that can place a phone call from your ad.

How to Set up an Effective Google Call to Ad campaign for Your Business

  1. First of all, you need to make a compelling ad text copy within the allowed text length that may encourage users to call your business.
  2. For a local business, a local phone number required that may automatically send calls to the nearest shop/store of the caller’s location.
  3. Target specific keywords that bring customers for your business.
  4. Call generation isn’t the only intention; you need to focus on how to convert the call into a client. Otherwise, it will be a vested click that will unnecessarily waste your budget. So you have to schedule the ad in proper business hours.
  5. You should enable call reporting data on so that call data you can analyze effectively your unconverted customers.

Hope our readers will get an overview after reading our blog which based on How to Set up an Effective Google Call to an Ad campaign for Your Business

 

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admin June 20, 2020 0 Comments

5 Factors to Lower Your Google Ads CPC

In this blog, we will discuss 5 Factors to Lower Your Google Ads CPC.

Manual Bidding:

 Automated bidding is a costly one. Mainly those who don’t have knowledge and time how to bid manually prefer automatic bidding and leave the whole process to Google. So to lower your CPC you have to learn how to bid manually and to control your bidding price. Manual bidding is the best option for a small business owner who has a limited budget in hand. Manually biding has more control to decrease or raise the bid amount for the right keywords.

Choose Relevant Keywords:

The selection of the right keywords is vital in the Google Ad campaign. There is a Google keyword planner by which you can choose the right keywords for your ads. Time to time you need to alter keywords that have higher CPC. The good way is to select long-tail relevant keywords that have a higher conversion rate and lower CPC bid value.

Add Negative Keywords

Adding negative keywords are a good approach to avoid unwanted clicks in your Ad campaign. It helps to narrow down your audience and also lower your CPC. One way to improve quality score you have to add negative keywords in your ad campaign. By including negative keywords you make sure that you don’t have to pay for irrelevant keywords.

Focus on Landing Pages:

A proper landing page in your Google Ad campaign is very much important to improve your ad quality score. If your landing page doesn’t have proper information or content it increases your CPC and bounce rate of the website. A good landing page with proper content helps to convert the users into customers. So the best option is to make an ad copy with different landing pages for A/B testing and check which one performing better.

Days, Times, and Location:

Out of many factors Days, Time, and Location altogether have a great significance to lower CPC. You need to analyze which days and what time in the week your ad brings most of the traffic. You have to check it from which location it comes.

Once you have identified all these factors you can easily achieve a lower CPC for your Ad campaign.

In my last 8 years of experience in the Digital Marketing field, I have learned a lot about how to optimize a Google Ad campaign. I hope my blog “5 Factors to Lower Your Google Ads CPC” will help you to understand how to optimize your CPC cost, especially for the newbies.

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admin May 31, 2020 0 Comments

How to Optimize Your Facebook Call Now Campaign to Drive More Calls

Among all social media channels, Facebook is the most popular one that is the main reason why most advertisers prefer it. Here we have mentioned some steps about how to drive phone calls from Facebook. Please have a look:

  1. Target Mobile Devices: Since 2016 advertising in mobile devices has been raised approx 84%, the advertiser is targeting mobile devices to drive conversion. You need a mobile-optimized add with a clear”Call Now” button so that the user can easily interact with the ad.
  2. Call to Action: For Facebook Advertisers A call now Button plays a significant role to generate leads. Your website must be mobile-friendly so that when a smartphone user clicks on the ad he/she will drive to a mobile-friendly landing page.
  3. Target Your Audience: Using the Facebook ad targeting option you can select those users who can interact with your ad by making a phone call. Facebook targeting option includes:

Location: Location targeting based on your country, state, zip code, or even distance from the business along with your local phone number.

Behaviors: It is based on targeting specific smartphone users.

Lookalike Audiences: targeting people similar to your current userbase by building a lookalike audience.

4. Call Tracking: Integrate call tracking numbers for your Facebook Ads to ensure the tracking of how many phone call has been made from the campaign. Optimize your ads using the data provided from CallRail, such as caller location and the ‘Calls by Landing Page’ report.

I have written only my insight here but I need a response from my readers as well. It will better if they share something extra on this topic which I have not mentioned or missed out.

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admin April 6, 2020 0 Comments

Essential Skills Required to Become a Successful PPC Expert

PPC mainly responsible to run paid advertisements in search engines like Google, Yahoo, Bing. PPC is the easiest and quickest method to reach the audience or potential customers.

Being a PPC expert your main job is to keep the ad at the top position in search engine result pages by expending minimum budget. The client prefers to find their website on the 1st page. You need to focus more on relevant keywords and compelling ad formats that help ad to appear in the top position at the search engine.

 To become a PPC expert you first need to take training from a reputed Digital Marketing institute and have to stay up to date with the latest PPC rules.

Now let’s discuss essential skills that are required:

Time Management:

You have to be organized to ensure the delivery of the PPC advertisement report timely. 

Creativity:

A PPC expert should amplify their inner creative quality to make a successful campaign. In the PPC certificate course, you will learn how to make an engaging ad copy.

Identify Audience:

You will learn how to identify the right audience of any business and set up a goal according to it. 

Analytical Thought: 

To become a successful PPC expert you have to raise your analytical mindset to deal with various kinds of statistical data to improve the PPC campaign.

Communication: 

Beginner or Expert everybody should have good communication skills for interaction with clients.

Keyword Research: To make a successful PPC campaign you need to focus on the right keywords. Little keywords research of your competitors is a good practice before setting up your campaign.

Ad Placement: You have to acquire skills on how to effectively place the ad in the right place. 

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admin December 26, 2019 0 Comments

Get More Performance Data Insights of Google Ad Smart Bidding Campaign

Now advertisers will enjoy more transparency in Google Ad smart bidding performance. It enables advertisers to view the top bidding signal that reflects the success of their ad campaign.
There are some bidding signal that is not limited to any:
A. Type of devices
B. demographics
C. Time
D. Keywords
The smart bidding strategy report also includes a combination of these signals. Top bidding signals will be viewable for campaigns using Target CPA and maximize conversions on search. Support for Target ROAS and maximize conversion value will be available at a later date.

About Autor: Tapu Goswami is the founder of Educational Excellence. He is a Google Certified Digital marketing trainer. Apart from that he also loves to write a technical blog on Digital Marketing.

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admin December 9, 2019 0 Comments

How to Optimize Your Facebook Campaign with CBO

Are you running a campaign on Facebook? If “yes” then be prepared for the new “CBO” (campaign Budget Optimization) update of the Facebook ad campaign that has been launched on September 1, 2019. Now onwards your new and existing ad campaigns will be affected by this change.

 

There are a certain amount of advantages you will get from the CBO. Let’s have a look:

 

Less Involvement to Manage Campaign:

Not required too many hours behind bid adjustment to run a campaign. Campaign Budget Optimization will do that automatically. When CBO activates in your Facebook ad manager account, it automatically moves your ad budget to the corresponding ad set in a most effective campaign by specifying a goal for each campaign. You can better control your campaign goal like sign up a newsletter, download Ebook with CBO because all bid management will do automatically as per the algorithm.

 

Better Return on Ad Spend: Get Better Return on Ad Spend: From a recent survey reports it has been revealed that CBO working better and quiet smarter than human-managed campaigns. Not only that, after launching CBO the chances of getting penalized reduce during campaign assessment time by Facebook. That means you won’t get penalized when Facebook’s algorithm reassess your campaigns.

 

CBO is very efficient to measure your campaign. For that, you need to give time to acquire adequate data. For that, it requires at least 50% conversion per ad set weekly. So it has been proved that CBO is the best campaign optimization strategy. But to understand it’s work efficiency you need to conduct the test for a couple of weeks.

 

Creative assets like videos, elements for dynamic creative are required for each ad set to work CBO properly. Also, you should focus attention on your audience.

 

Since Facebook continuously changes its algorithm for advertising purpose, advertisers also have to upgrade themselves accordingly to optimize your campaign budget.

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admin September 6, 2019 0 Comments

PPC Trends in 2019

PPC is getting more complex day by day. But our knowing abilities are not growing at the same pace. This is creating a gap between the action of PPC and our reaction to its action. So, to know the exact information about PPC you have to have good industrial knowledge and have to stay updated by the means of information.

So, at first, let us talk about the most important trends of PPC 2019. In 2018 we have seen that 2018 was a real victory for PPC. It brought new changes and advancement at the same time, for example, Ad-words got re-branded as Google Ads. In this year PPC will be focusing on automation and audience which includes 7 biggest trends of the year including paid search, re-marketing, social, audience vs. keywords and many more.

Now let’s not waste any more time and rush towards the featuring trends of PPC 2019.

  1. Starting Paid Search Audiences:- paid search is always about keywords, but keyword doesn’t speak you lot about your exact target audience is. Among the match types, bid optimization and search volume research, it is possible to lose sight of the intention behind your keywords. But in 2019 the audience targeting into your keywords strategy would be a key way to get ahead of the competition whereas certain features of this approach, like re-marketing lists of search ads (RLSAs) have been around for a while, integrating audiences and keywords never became viable till late 2018, so it’s a precious chance for the advertisers in 2019.
  2. Take Advantage of Automation Opportunity:- In the past few years, PPC automation has evolved from a trial feature to a powerful way for the improvement of the performance of the campaigns. In particular, Google has been investing a lot into building out the automation options and the results are emerging remarkable. It can help you to improve the performance of the campaigns and save one from countless hours of frustrating work, enabling to focus on efforts on more important tasks like writing copy or building landing pages.

3.   Rethink Your Ads:- Ultimately, no matter what PPC platform one is using important ads will always be emerging as an important key to PPC marketing success. The previous new ads were so effective that the new conversion rate was always 5x higher than before. More importantly, the cost-per-conversion dropped from over $2,000 to less than $60. That is 97.3% lesser. Of course, there would be ups and downs in business but it’ll take a lot of time to revamp the ads which can impose a great impact on online marketing.

The other aspects are –

  1. Investment in video marketing.
  2. Revamping of the marketing strategies.
  3. Getting well known about the whole marketing funnel.
  4. Keeping an eye out for new features.

So above we are having our 7 latest trends of PPC to take advantage of this year. After the massive number of new features conducting in 2018, in 2019 there is a massive opportunity for advertisers to get a good advantage over the online marketing business.

 

 

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admin August 30, 2019 0 Comments