Get Ready for Another Google Update: Big Changes to Mobile Campaign Management

Enhanced campaigns for mobile devices -- Outsource Online Marketing

Google has recently announced a new update that will affect all Google advertisers via the New AdWords Enhanced Campaigns. According to Google, the enhanced campaigns offer a major change in the basic organization and behavior of AdWords campaigns. It is a first step in simplifying yet smartly managing ad campaigns in a multi-device world as it combines mobile and desktop search in every campaign.

Growth of Mobile Queries Make Way for the Change 

This change may have been driven by the glaring fact that the growth of mobile queries has incredibly outdone desktop queries. With more activities done on the mobile phone platform, it is, but right that the paid ads for desktop users be made available to mobile users as well without having to set up and manage multiple and separate campaigns for each device. Through Enhanced Campaigns, instead of creating several separate campaigns, reports and ad extensions, the right ads based on their context like location, time of day and device type can reach people across different devices using one single ad campaign. 

How AdWords Enhanced Campaigns Work 

Recognizing the ever-growing multi-device expanse, Google is upgrading the old PPC campaign structure to allow advertisers to leverage on important mobile advertising features without the need to create separate campaigns intended for every location and device combination. What this means is that ad campaigns will now be different in the following ways: 

  • Geo and Device Targeting. Google is expanding on bid adjustments to include options for location and device instead of confining to time of day options. Geo targeting is key to a successful mobile strategy by targeting the campaigns for different locations – states, cities, radius targeting and many other geo options. With this, more people are reached by the campaign. With Enhanced Campaigns, geo-targeting and device-targeting were made like dayparting. Advertisers will be able to adjust bids either raise it or decrease it in specific locations, consequently, whenever a search is made on a mobile device, a bid adjustment of -100% will equate to zero mobile targeting or advertising in that location.
  • Smarter Ads Optimized for Different Users. The idea of Enhanced Campaigns is to take the features of mobile advertising and offer them in a much more scalable way for Google advertisers. The Enhanced Campaigns will show the ads across devices with the right ad text, app or extension, sitelink, etc. Furthermore, there is no need to edit each campaign according to the purpose or intent. In a single campaign, Google will make note of what device is executing the search and will correctly pick the right ad to run on the identified device, automatically adjusting depending on what device is used and the geo-location.
  • Increasing Adoption Rates among SMBs. Enhanced Campaigns are bound to increase the likelihood of adopting the best practice among SMBs that would benefit from mobile PPC. Some of the advantages for marketers that upgrade to the new system will have include:New Adwords Enhanced Campaign -- Outsourcing Internet Marketing Philippines
    • Better Reporting Options. Google used to offer mobile call reporting features that allow advertisers to see details of phone calls received – the phone numbers, duration of call and when the call was received in exchange for a dollar charge per call. The reporting options for mobile are now getting a lot stronger, and Google is dumping the $1 per call tracking fee. They’re making mobile search ROI much easier to track and measure minus the fee.
    • New Mobile Conversion Type. Conversion tracking was always more challenging on mobile than on desktop search, previously, conversion tracking was based on a user finding a thank you page after placing an online order or after goal completions were made. Technology has enabled people to take action on ads in new ways – see your ad and download your app, or see your add and call you. With Enhanced Campaigns, Google is introducing a new conversion type based on calls and app downloads counted will make it easier to measure the value of your mobile ads.
    • Dramatically Simplified Campaign Management.  Advertisers can now target users across all kinds of devices using the same campaigns, rather than having to explode their campaigns out for different devices and locations. This will drastically reduce the time needed to manage mobile ads. 

Upgrading to Enhanced Campaigns 

The upgrade path for a vast majority of advertisers who never bothered separating campaigns to cater to different devices is pretty straightforward. A previously created ad campaign intended for desktop only will by default be upgraded to run across both the mobile and desktop devices depending on the device identified by Google users used for their search. Google will automatically set a non-zero initial mobile bid adjustment factor on behalf of the advertisers. 

Google will give advertisers to manually upgrade to the new Enhanced Campaigns until around end of June 2013 before it automatically upgrades all accounts.

How Can Geo Segmentation Help Your PPC Campaign?

Geo-Segmentation or Geo-Targeting -- Internet Marketing Company

Geo-segmentation or Geo-targeting refers to website advertising campaign which is focused on targeting specific location. As local search marketing is increasingly becoming important as a way of achieving geographic targets, segmenting your PPC campaigns and ad groups can definitely have a huge impact on key metrics like conversion volume and CPA – cost per acquisition. Google allows advertisers to target PPC and other ads by geographic regions, according to a preset list of countries, US states and specific US metropolitan areas. Geo-targeting is achieved by identifying the searcher’s IP address and consequently the geographical location of the searcher. Geo-segmented pay per click campaign ads are displayed only to searchers viewing Google in the targeted area or location. For website marketers, this is an important factor.

For businesses running on tight budget which limits the expanse of marketing message that should reach the broadest audience, this may not be such a bad thing. Great results can still be achieved even on a slim budget allocation. While the usual pay per click ads are meant to bombard your target customers, limiting the reach or scope of the PPC ads into specific and defined geographic locations will reduce the volume of non-converting clicks and impressions in the paid campaign. Geo-segmenting or geo-targeting is still underutilized and overlooked by many internet marketers.

By finding the geographic areas or location that have the highest click through rates, your pay per click ad may be segmented and diverted specifically at those identified locations and areas. There are some analytic tools that can be used to determine where the CTRs and visitor activity is coming from. Accessing your Google Analytic profiles will give you data on clicks on conversions from specific regions. Using this information, you can direct your PPC ads accordingly.

At this point, you are now presented with information that will help you manage your PPC ads and spread them out to the segmented customers according to geographic market locations. You can then create new PPC ads geo-targeted towards the high-conversion markets. You can then allocate a bigger chunk of the PPC ads budget to the high-performing markets, squeezing more conversions out of a limited allocation.

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With the data from your analytics, you will be able to strip off pay per click campaigns in areas or markets that showed zero conversions for the past 12 months. The budget allocation for zero-performing areas may then be diverted to the high-performing markets. Caution should be exercised though to make sure that the identified non-performing areas or markets are genuinely of no benefit to the paid ads. It might be good to use other analytic tools to check on other possible ways that they can be converting. It will not be a good idea to lose a profitable and viable market just because they’re not performing according to the criteria of one analytic as they could be converting in different ways.

With geo-segmentation, you may need to adjust the times during which your ads show depending on the identified areas or regions. As regions are separated so must the ads be adjusted in those aspects. A standardized timetable for all PPC ads won’t perform as highly when you’re geo-targeting. It is important that the ads display during the appropriate time of day.

Since pay per click advertising can be costly, geo segmentation or targeting is done to achieve higher conversion rate. It is also done if your business can only serve a limited or specific geographical location. In essence, geo segmentation is practiced to cut on cost and to set high priority on areas that have high potential to convert and to the only areas being covered by the business.

7 Tips for Effective Negative Keyword PPC Management

7 Tips for Effective Negative PPC Keyword Management -- Outsource internet marketing


Negative keywords are those words or phrases that disallow your PPC ad from displaying for search terms which are unrelated to your website. Hence, in paid advertising, negative keyword management is an important foundation of an effective and fruitful PPC campaign. If properly managed by any internet marketing outsourcing company, negative keywords will improve your CTR (click-through rate), increase the relevancy of the audience and essentially, save you money.

It is therefore important that proper management of the negative keywords is implemented in order to maximize the effectiveness of this PPC strategy. Most online marketing outsourcing companies are probably familiar with some of the listed considerations.

  1. Run and Rely on SQR (Search Query Report). This is the essence of the negative keyword technique because it will give you data where your ads showed and what terms were used that made the ads show up which are relevant and not relevant to the business. Generating the SQR is recommended done at least once a week for new accounts and every few minutes for more mature accounts.
  2. Separate Campaign and Ad Group level negatives. Identifying which keywords belong to campaign level and which terms belong to ad group level is important in achieving an effective negative keyword strategy. Campaign negative terms could be wide-ranging words for products that do not belong to your business. Ad group level terms are the more specific and targeted words.
  3. Negative Keyword Should Lead Users to the Right Place. Internet marketing company running PPC ads should use negative keywords to bring users to the specific landing page of your website to avoid overlap.
  4. Don’t add too many at once. Some outsource internet marketing campaigns for large accounts tend to overdo it by running huge SQR audits and including too many negative keywords in the campaign. With bulk negative uploads, it will be difficult to identify exactly which negative keywords caused the issue.
  5. Create a Negative Keyword Lists. Managing account-wide negative keyword lists should never be difficult. One way is to create a spreadsheet which breaks the list into 3 categories: list of negative keywords, why they are negative keywords and where such keywords are found in your PPC ad.
  6. Differentiate Irrelevant and Poor at Conversion. Some negative keywords are included in the list because they are irrelevant. Others, because they showed that they fail to convert. Caution should be exercised before lumping irrelevant and poor-converting negatives with the regular negative keywords. It might be better to spin them off into new lower-bid ad campaigns.
  7. Run Regular Checks on Your Existing Negative Keywords. In order to make sure that negative keywords in your list remain to be negative keywords over time, and not blocking traffic that is relevant to your site, you should run regular checking on your negatives every few months. Updating the list and aligning it with the latest activities of the business will eliminate missing out on traffic because the keyword has not been removed from the negative keyword list.

Negative Keywords -- Outsource Internet Marketing

Regular monitoring of the keywords you are working on will greatly increase your campaign’s effectiveness. By doing a regular check on your keyword, you see which one works and which one is not working. This way, you can save enormous amount of money, which could be used to increase the budget of the current ad that is already converting or it could be used to run another campaign for other keywords.

The Power of Google Display Network

Millions of people around the world spend more time online and a big chunk of that time is spent browsing through pages and pages of information and content. Any business would like to reach to these millions of people who are practically online almost 24/7. How?

Google Display Network or GDN to many is a tool that can reach to all those potential customers by displaying your ads in front of the viewing or browsing consumers. GDN helps create awareness about your business through the ads displayed on Google’s partner websites including specific Google websites like Gmail, Blogger, YouTube and Google Finance. This means you are reaching to a very wide range of browsers with varied interests and preferences.

In order to optimize the features of GDN, you need to find the right consumers or browsers from a myriad of websites at the right time. Google Display Network can help you achieve that in several ways including :

  • Using keywords and topics to reach users

The keywords will determine where your ads will land across the Google Display Network through Google AdWords. Your ads can show up in the screens of targeted audience that are more likely to take action.

  • Target specific websites or webpages

Google Display Network can put your ads on site or pages which have relevance to your business through placement targeting. Some of the sites or pages your ads can appear are online videos and games, mobile sites, mobile application sites, RSS feeds, etc. Similarly, you can block your ads from specific sites which have no relevance toy our business.

  • Find users who are target customers

You may opt to show your ads to specific groups of people – users who already know your business because they visited the site before. A remarketing campaign may be created for this user group by adding interest categories. They will be shown highly relevant messages as they browse the other sites on the Google Display Network.

One may generate awareness with the Google Display Network in four easy steps :

  • Build your ads

Create high-impact and attractive image and video ads by using the Display Ad Builder. There are pre-made ads or you may create your own using some blank templates. Any which way you use, make sure that the ads are appealing enough to catch the attention of the consumer. Remember they are not focused on your ads because they are on the site for other reasons. Your ads should distract them from what they are engaged into.

  • Pick relevant topics to target your customers

Topics should appeal to your target customers so be creative and pick topics that will get their attention.

  • Manage your campaign

An automatic bidding tool will prompt AdWord to automatically set the budget on your ads. The key is maximizing the number of clicks and paying only for those successful clicks.

  • Track your investment

A reporting tool, Reach and Frequency Reporting may be generated to determine the number of people reached by your ads. This will also report how frequent the ads were viewed.

Many businesses turned to the power of GDN and reaped substantial success in attracting customers, building customer loyalty and increasing brand awareness. Your business may also engage with the customers by delivering compelling messages about your business through display ads with GDN.

Being Friendly with Negative Keywords

Most online advertisers would be extremely familiar with the term ‘negative keywords’, because these are the words they are on the watch to help them filter out unwanted traffic to their site. This especially holds true for advertisers running PPC or pay per click ads.
Negative keywords are keyword or keyword phrases that are deemed by search engines to be associated or related with your ads but which are not. By keeping a list of negative keywords, you can keep your ad from showing up in unrelated searches which has no value in terms of traffic. With the negative keyword list, you are able to specify to search engines on what words are not related or associated with your ads and therefore should not activate your site if those words are generated by a search query.

PPC advertisers should use negative keywords if :

There are zero and expensive conversions

There is a limited advertising budget allocation

There is an experience on bad brand association

The PPC costs are to be lowered

The traffic to the ad is sought to improve

A good illustration would be an advertiser selling high-end perfume for women. Without the negative keywords, your ad may show up when a search query on ‘cheap perfume’ or ‘imitation perfume’ is generated by the search engine. By adding the keywords ‘cheap’ and ‘imitation’ as negative keywords, you are not allowing your ad to be included in any search result related to those negative keywords.

The Importance of Building Your Negative Keywords

Building your own negative keyword list will prove beneficial in all your advertising campaigns. An effective use of negative keyword will result to:

  • Improved click-through rate or CTR

This is the percentage of searchers who viewed and click your ads. Essentially, with a high CTR, your ad will have increased bounce rate, conversion and relevancy rates.

  • Improved conversion rate

This is the percentage of searchers who clicked your ad and converted. With a high conversion rate, your ads will have increased qualified leads and profit. The cost per conversion is reduced.

This is the quality rating which affects the amount you pay for the ads. A high quality score will give your ads an increase in ad position and a lower maximum cost per click or CPC.

There are many ways one can develop or build a negative keyword list. There are keyword tools with built-in negative keyword tool. There are website analytic tools which can be checked against keywords used to find your site. PPC campaign reports will also be able to help with the words or keywords that triggered the ads.

A search query report from AdWord and AdCenter will be a good way to start with your negative keyword list. Reports of actually searched queries will be generated by both AdWord and AdCenter. The list will give you an idea on performance metrics for the keywords such as CTR, CPC and conversion rates. Pulling search query reports like these on a monthly, or maybe more frequently than that, will keep you updated of the keywords that should be added to your negative keyword list.

Keep in mind though that over-use of negative keywords may also work the other way, that is, it might cause your ads to reach fewer destinations. Hence, it is important that careful analysis of the negative keywords on how they will impact the ads, be made before adding them to the final negative keyword list.

PPC: Ultimate Tool to Reaching Targeted Market

PPC or Pay Per Click is a form of advertising where owners of websites are paid every time the advertisers’ ad is clicked. You find PPC in search result pages prominently displayed in specific part of the website in colored or highlighted boxes. It displays advertisement on websites that allows placement of the ads.

PPC Companies / Publishers

It is estimated that around 30% of online purchases are made through PPC. Some of the largest PPC companies are Google Adwords, Yahoo Search, and Bing AdCenter. There are other smaller publishers of ppc like Facebook, Twitter, Stumble Upon, Linkedin, ABC Search, 7Search, and SearchFeed among others. Google Adwords is by far the largest and most popular PPC company. The rest, though smaller, still offers vast opportunities for businesses to reach their identified markets.

PPC concept is very simple, though there are still people who are in a quandary on how PPC works. If you own a business, you can buy search engine traffic based on placement or keywords relevant to your business and targeted audience. You only pay for every click made on that keyword or placement. However, search engines like Google and Bing are consistently updating their platform to improve user experience, thus making the system more complex and sophisticated.

Budget & Cost
The best way to ensure that budget and cost-per-click are kept to a minimum in Google Adwords, is to be certain that you have a high traffic stream or high clickthrough rate. Google and Bing provide a free “how to” reports and pdf’s on their websites on how to effectively use keywords, write ads, and manage your campaigns.

PPC advertising is cheaper than a full program complement of the SEO on the onset. In the long run however, a good SEO will be a better alternative to PCC since it will be relatively cheaper and more cost effective if done properly. If you’re not a ppc expert and you don’t wanna waste your time learning how to effectively manage your account, then ppc management outsourcing may be your option.

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