Google adwords optimization is not just a process but it is an art! If you are not optimizing your account regularly, you will end up looking potential business and tremendous market share. Recently, Google unveiled a bunch of new AdWords features to aid you with a stellar performance in every single paid search campaigns. Today, we will quickly take you into every detail to put these highly functional features at work. Here we go!
Higher CTR with Promotion Extensions:
Since the launch of AdWords, usage of ad headlines and description has been imposed on us. Not anymore! We have seen discussion about AdWords promotion extension back in May while it was still in the nascent stage. Google has finally pronounced them to advertisers.
Promotion extensions allows advertisers to add monetary and percentage discount into their text ads. Promotion extension is a true blessing for the business offering great discount on their products. Now they can highlight the offers directly on their search ad copy. It will not only improve the CTR but also improve the overall conversion rate by driving more relevant audiences.
For instance, imagine the scenario; you are selling soaps in your locality. The soaps are natural and handmade with love in so many varieties to choose from. Instead of having a season specified ad to share your discounted sale, add a standard extension to your account like;
Promotion experience within the new AdWord Experience.
This is going to get your ad popping up on a search engine. As a result, the sale is going to reach new heights with a magnitude in price. There are a few add-on benefits to this.
It lets you keep your sale and promotions updated without having to interfere with your ad copy. The headlines and descriptions can be used to amplify ad relativity. This also means that you do not have to start from scratch to improve the site’s visibility factor. Both means that boosting your seasonal sale on the search engine doesn’t happen at the cost of compromised quality scores and Increased cost per click.
Google adwords promotion extension also helps in maintaining your headline intact. Instead of letting “hurry up!!” go in place of “buy one, get 40% off on another”, you’ve got the room for both.
Test the ad performance with Ad variants:
Talking about ad copy adjustments, Google lets you test those variants as a whole.
Anybody who manages PPC projects, loves to do A/B testing to improve the performance of client’s account. Uploading several copies of the ad in which one component is changed and rolled against to determine its effectiveness has been a pain. With Google Ad Variants, this job is going to be a cakewalk. Ad Variations are simply multiple version of ads for single product or services which are based on same set of keywords. Ad Variation is good feature to check many Ad versions to test which one is working well for targeted customers.
If you are already exploiting the power of the new AdWords Experience, you already know your way to the new Ad variation Tab. If you don’t know then follow below process.
- Sign in to AdWords Account
- Select Drafts & Experiments from left menu bar
- Go to Ad Variations tab
Within the same interface, you can:
- Find and replace certain words in your Ads.
- Update the whole text components.
- Reverse your headlines
I mostly opt for the last one where you can play with the captions to improve ad relevance and force your potential customers to respond.
In case you decide to run the Ad variant, carefully watch the experiment split section tucked at the bottom of the third step. The most important task of assigning start and end dates are also here.
Experiment Split means the proportion of your ad campaign’s budget that’s administered to the variations and proportions of auctions your modifications incapable of participating in. If you only want to play around with a small part of your advertising budget, manage the split accordingly.
Custom Intent Audiences:
The display network can seem like a bit of gamble at times. Without limiting or altering your ad placements, your creative banner is overlooked in the middle of junks that are meant only to channel a bit of money to industrious basement dwellers.
This is not an issue when it comes to remarketing as previous actions may still be present in front of them irrespective of all the trash.
How many of us have always wondered if there were any methods to reach those people who were still looking out for what only you could do?
Here it is!
According to Google, custom intent audiences use ” machine learning technology to analyze the campaigns that are present and auto create custom intent audiences…based on the most searched keywords and URL’s found in those contents that people surf while researching a given product or service” Ones did, these novice audiences will become a part of your existing display network audience.
For instance, these are entirely a few examples of auto-created custom intent audiences that have come up in our account.
In short, Google uses data from your AdWords campaigns, website, and YouTube to conclude what you are selling, then cross-reference that against humanity to auto-generate new, potential audiences. This sort of audience creation channels Googles towards Facebook- kind, the audience-centered method of focusing the display network.
As an addition to this sort of Skynet- created targeting options, you can create your custom intent audiences using a combo of URLs and Keywords.
Remarketing the audiences via Gmail:
Yes, it is not possible to target the audiences by displaying the dynamic advertisement of the product which he / she recently explored. As most of the people having gmail account and re-targetting them will give you one more channel to acquire highly targeted audiences.
Google’s has named it as “an immersive shopping experience” in your client’s inboxes. I’m calling it “god sent”. If you are someone who is consistently on the look-out to reach the prospects straightaway during the most significant shopping days around the year, then this is for you. OLBUZ team personally experienced high CTR from Gmail Ads in past for various clients so we can recommend to use Gmail remarketing for eCommerce business with smaller budget first to test the performance.
Above features will surely help business owners to boost leads, conversions and sales but if they use them wisely. Every business has different strategies and to find right one contact OLBUZ team to analyze your AdWords account to boost your business.