Depending on the nature of your business, your target audience might not search for your product or sevice every hour of every day of the week. If you are a small business and provide a service which depends on opening hours, it makes sense to only show ads accordingly. Or you offer your products exclusively to B2B clients, it might be a good idea to keep advertising switched off during weekends. Global companies with multilingual PPC advertising might want to take different time zones into account.
Google Adwords lets you fintetune your scheduling very precisely. Once your business accumulated a bit of data, the dimensions tab in Adwords is a helpful tool to assess when your campaigns are most successful. Add the segment day of the week and your time range is filtered into the 7 days of the week. If you track conversions on your website, this data might be quite revealing. You might find that your customers don’t convert at weekends or individual days of the week. You also have the option to filter the data more granular and switch the segmentation to hours of the day. All this insight can help your small business to understand when your customers are most active, get cheaper clicks and save some serious bucks with ad scheduling.
How to set up ad scheduling in Adwords?
Choose the campaign to which you want to add ad scheduling. Click on settings and then the ad schedule tab. Now add an ad schedule and choose first the days and hours whereby you want to apply bid adjustments. Choose individual days or Monday-Friday, selecting the hours of your business or for competitive reasons. Save the changes, your ad schedule is now visible. Tick the days/hours you want to amend and change the bids by either increasing or decreasing them.
How to copy ad schedule to all my campaigns?
If you use Google Adwords Editor, you can download your ad schedule which is unfortunately not visible, however you can still copy it. Click on the Edit tab and copy campaign shell from “copy special”. Afterwards, select the campaigns whereby you want to apply the same bid adjustments and “paste special” the campaign shell. Upload everything and once you check the campaign settings of the chosen campaigns, you’ll now see the ad schedule attached.
Monitor your ad schedule and have a close eye on conversions and costs. If you’re not getting the results you were hoping for, you might have to further test various bid adjustments. Campaign experiments might be another interesting tool which we will cover in another blog.
If you own a business and reached the stage where you invest and develop into new geographic markets, it is time to think about how you market your products in a foreign language. Your time is well spent by researching the country you’re going to expose your products to. Understanding a country’s culture can also be translated into their online search behaviour, at least to a certain degree.
Vital language skills for your advertising
Different countries, different rules. What works in the UK does not apply in France, Spain or Germany. As a multilingual PPC agency, we looked into a great number of PPC accounts; and sometimes the insights were quite revealing with need for PPC opimisation. A small hint here, use Google Translate as a reference but don’t use it for your Google ads.
PPC account per language
If your business is at an early stage of going into various markets with different languages, it is somehow tempting to have all your campaigns in one single account. If this is your decision, we’d switch on the warning lights. Your business might be still small and the campaigns are easy to manage. Comes growth and success one day, your account will expand and become bigger and bigger depending on the nature of your business. When it then comes to reporting or simply just exporting some basic data, it is quite a tidious process to split the languages apart. Applying filters which sort your campaigns according to your language will be a daily excercise. By the time you had enough of this and actually decide to split the languages into their own accounts, then of course, you will lose the Google history you’ve acquired over the period of time your ads were running. By separating the accounts, you basically start from scratch resulting in your CPCs being higher.
It pays to get the language and the tone right. This is a challenging task when it comes to ad copy in different languages. German PPC ads are different from French and English. The character count of 25 makes it difficult to squeeze everything in you want to say including ideally a main keyword, to capture a user’s attention. However, if you get it right, you’ll be rewarded with decent click-through-rates. Users in European countries are easily put off seeing English PPC ads. If you market specific niche products, your big competitors don’t tend to go through the hassle of translating all the ads but instead use keyword insertion to display the actual search query of the user. This can be a powerful tool but again, since users become more and more search savvy, the way we look up things don’t necessarily stand in a grammatically correct sentence and your German PPC ad copy will read something like “Rote Rosen kaufen wo?” which translates into “red roses buy where”. Would you click on this ad? Exactly, neither to the Germans.
Multilingual PPC is the key to sucess
Not everyone in Europe speaks English, bare this in mind. And the ones who do might mistrust an ad in a foreign language. The focus of this blog was solely on multilingual PPC, ignoring the overall customer journey. An even more important bit is of course the language supported landing page. It pays off getting people with mother-tongue knowledge of a language to check your ads. Professional translators might not be entirely familiar with your business and might also struggle to use full potential of the character limit in Google Adwords. cheapclicks offers multilingual PPC in German, French, Spanish, English, Dutch, Portuguese and has further freelancing marketers based across Europe.
Whilst we do not want to go into too specific detail, we would like to explain some basics how pay-per-click can help your small business and where you have to be careful not to waste your money. Too often, a digital agency will approach you and try to convince that your campaigns could be run more efficiently – and quite often they have a point. However, with the following guidelines, you can make sure to minimise spend whilst get the most out of your paid clicks.
Reach and targeting
Imagine you own a take-away restaurant, it makes sense to limit the reach of your PPC ads to a radius of your delivery zone. If your small business is based in Crouch End and you deliver pizzas to households within a 1 mile radius from your location, you want to make sure that your ad does not show up to people searching for a take away who live further away. Google Adwords has various possibilities to target. The most common one for small businesses will be a specific area in e.g. London like North-London or post code areas, a x-mile radius from your location or if you deliver nationwide, you can target the entire country. Besides geographic targeting, Adwords also offers language targeting. This might be helpful if you own an Italian deli and sell traditional Italian specialities, you might want to target Italian speaking customers in North-London. By limiting your reach and a relevant targeting, your business can ensure that only people within your reach are targeted. If your business sells coffee, it might sense to stop your advertising and schedule your ads depending on the time of the day.
Google Adwords works with keywords. If you own a hair salon in Finsbury Park, the keyword “haircut in Finsbury Park” might be a relevant keyword to add into your adgroup. A common mistake is that the negative keywords get forgotten. They can be a bit of a life-safer when it comes to spending money on irrelevant keywords. Taking our example of the hair salon in Finsbury Park. If this hair Salon is for Gentlemen only, it would make sense to add “woman” or “female” or any other related terms as negative keywords. By doing this, if the search query states “woman’s hairdresser in Finsbury Park”, the ad would be surpressed as “woman” would stop the ad from showing. In many accounts, the negative keyword lists are very long. Use keyword suggestion tools such as Google or Ubersuggest. It makes sense to add generic terms which are not related to the business. Generic negative lists are available on the Internet and are beneficial to avoid the Miley Cyrus effect, however it might sense to develop your very own negative keyword list specified to your business. Reviewing your negative keywords on a regular basis will help you to cut down costs. If you work with an agency together, insist on seeing the search query reports and review the keywords which potentially should be excluded.
Relevant ad copy
Writing ads seems at first an easy task. It can be a challenge though as the character limit is very short. The headline is limited to 25 characters and the two description lines are 35 characters only. Once you start to write ad copy, you will soon realise that it is not as easy as you might had thought and you require a innovative brain to differentiate yourself from your competitors. In order to highlight what your business offers and to stand out, the keyword of the search query should ideally be within the headline of the ad. If Google sees that the keyword in the search qurey matches with a keyword within your ad, the keyword will be displayed bold which captures the reader’s attention. That’s exactly where camaigns benefit from multiple adgroups with tightly grouped sets of keywords. So, ultimately, all adgroups are very specific to the search query and the ads are very specific with the keywords search for showing up.
User experience and Quality score
Quality score is given to each keyword in your account. The Quality score is a combination of various algorithms, not all known by the specialists. The range is from 1-10 where a 6 is a good score. In order to improve your quality score, you have to make sure to improve the user experience. Google rewards an account when the user can find easily find what he/she is looking for. If the search query typed into Google matches the keyword and the ad, additionally, the landing page matches exactly what the user was searching and the website has an overall clear navigation, Google perceives this as a good user experience. Ultimately, this raises quality scores and can make your overall cost per clicks (CPC) cheaper and potentailly improve your ad positons whilst paying the same price per click. There are numerous algorithms how Google calculates quality scores, onsite optimisation and improving click-through-rates will support the overall score.
There are many factors one has to take into account in order to run a successful Adwords account. How Google Adwords can help my small business depends on you. Whilst Google Adwords is not rocket science, it is mainly time-consuming. If you happen to be in charge of your small business or are responsible for any marketing activities, you will be well aware that time is exactly tight in small businesses. When you start a Google Adwords account, it is of utmost importance to monitor it on a daily basis. Limit your costs by having campaign budgets if sudden increase in traffic occurs or put your remarketing of your site in place. We will be happy to discuss any opportunity to set up Google Adwords on behalf of you. It is really not as expensive as you might think. There is no limit you spend on Google Adwords and the more precise, relevant and specific you are, the more qualitiatve traffic you get onto your website. It might just be little return to begin with but can make a real difference if it is made correctly. Contact us today for a free Quote whether you have Adwords already set up or you just would like to have a Chat with one of our experts.
Saturday the 7th December is an important day for all small businesses in the UK. It is the official Small Business Day which actually originates from America. The purpose of this day is to put a spotlight on all freelancers, small and medium enterprises in the UK. It is a chance for lots of businesses to promote themselves through numerous events and various activities which are held across the country.
The Small Business Saturday is a so-called grassroots campaign. This means that businesses individually organise special deals for customers, showcase their products or couple together with other small businesses. It is a great chance to create awareness of small business this country depends on.
Special offer for Small Business Saturday
Like many others, cheapclicks is doing its bits to support the local businesses and introduces its services to young entrepreneurs. Our service is focused on paid search marketing. Wouldn’t it be great to see your products on the Google top positions? It is a great opportunity to market products and services through an additional marketing channel. However, expertise and time is required to gain the most out of Google Adwords. PPC is not rocket-science, managing it and get the most out of your hard-earned cash is however not a walk through the park.
That’s why cheapclicks offers a special deal for all small and medium businesses, freelancers or young entrepreneurs who get involved with the Small Business Saturday on the 7th December. Contact us now using the promo code “Small Business” and get a free consultation for your small business. And it doesn’t stop there, we offer our services half price for the first six months. You’re in capable hands and you’ll get on of our designated account managers who is fully Google certified. Google currently offers a voucher scheme for new businesses signing up to Google Adwords. If you spend £25 in the first 30 days, Google gives you additional £75 for free.
It doesn’t get much better than that. Contact us before the 31st December 2013 using the promo code “Small Business” and make the most out of Small Business Saturday.
Creating the best ad copy is a never ending mission and even we won’t be able to have the secret recipe. However, below you can get the best practise and a few clever tips how to increase your click-through-rate (CTR).
1. Get more real estate for your ad
Adding a full stop after your first description line will result in taking it onto the same height like the headline. Normally, your ad would look like the one below.
Adding the full stop after the first description line will take your description line onto the same height like your headline – displayed in high visible blue colour. See the example below. This unfortuantely only works when you have top three position, above the organice search results.
Other common best practises for more real estate are of course all various sitelinks. If your business has a physical location, location extension can show your address. Google Plus has increasingly become important for SEO rankings and Adwords displays your followers and +1 automatically once you verified your business page with G+. Once you have over 100 followers, Google will potentially display this in your ad. Furthermore, seller ratings, call extensions and ad extensions can additionally increase your CTRs which we will cover in a different post about sitelinks only.
2. Using keywords in your headline
By using the keyword or the most relevant search term in the headline, if your keywords are triggered, the search terms typed into Google by a user will appear bold. This works throughout the ad, not only the headline, but using it there, will drastically improve your CTR.
3. Ad rotation
Make sure you always have two ads running at the same time having the campaign settings changed to “Rotate evenly: Show ads more evenly at least 90 days, then optimise”. This will give you an even distribution of your ads and the lower-performing ad will become visible and can be paused and replaced with an optimised one.
Check out our guide PPC in 5 minutes per day which gives you valuable tips how to use filters and how to structure adgroups correctly.