“If you look at a good PPC account and it’s not converting, in 99% of cases, the landing page is the problem.” – Brad Geddes
“Most websites don’t have a traffic problem… However, every website has a conversion problem.” – Bryan Eisenberg
In other words: if all you do is work on your PPC campaigns, but no one is obsessed with converting the traffic you’re paying for, then yes, you too have a problem. And it’s probably the single largest reason why your results aren’t what you want them to be.
So it’s about time we dive into landing pages and conversion rate optimization in this series. A topic one could easily write a book about, as in fact some of the brightest minds in digital marketing did.
That’s why I’d highly encourage you to read the books and blogs below, even if you’re ‘just’ a PPC marketer. Because as such, you already have great insights into your audience’s interests and what ad copy they respond best to.
So why stop there? You have to enter a URL in those ads anyway. Why not make sure it’s a URL that delivers a great experience?
Speculation about the impact of voice on digital marketing is running rampant these days, especially as it relates to search by voice input specifically.
Google and Bing have laid the groundwork for voice input: Google has the microphone button on desktop and on its mobile apps. Bing has the microphone input through Cortana on the Windows 10 desktop, and through Cortana on its mobile app.
With the foundation in place, will voice search take off? Will people give up their text input habit for the convenience (but not-quite-perfect) of voice input?
I recently spoke at SMX Munich about how voice search is going to change the world of advertisers. We started with a close look at the most recent research on voice. Who is using voice input? The most surprising thing is that apparently older people are adopting voice with enthusiasm – which makes sense in the context of the small smartphone screen and keyboard. Voice is easier, and you don’t have to put your reading glasses on to get it done.
Another fascinating stat is that most people (42%) only started using voice search in the last six months. If this trend holds steady, voice search will be roundly adopted within the next few years.
We also looked at the key differences between voice and text inputs, and why this matters to advertisers. It’s clear that the world of voice input is dramatically different, starting with the use of conversational language.
This one difference is responsible for a cascade of effects including more refined and clear intent (“Where can I buy pink rain boots?” versus “pink rain boots”), slightly longer keyword queries and a bias toward local search.
The session wrapped up with a forward look at what we can expect from voice search. Just as we’ve all readily adopted mobile phones, swiping and pinching, we will adopt voice input.
As the Internet of Things asks us to talk to our refrigerators and our cars, as wearables ask us to give vocal commands, we will move closer and closer to embracing voice search over text input.
This is a new and exciting shift for digital marketers, representing a way to once again adapt our message to our audience. This is a passion project for me and I’ll continue to update my research and analyze the voice search landscape. If you’re as fascinated as I am, start here with my presentation from SMX Munich.
One of the most common questions in paid search, is should you bid on keywords that you already rank well for organically, or is it just a waste of money?
In this article I’m going to be examining the two leading case studies by Kenshoo and Brad Geddes to provide a data backed answer to this question. I’m also going to be identifying other reasons why it may be worth bidding on organic terms such as the ability to choose your own landing pages, to increase your conversion rate and being able to use your PPC data to optimize your organic search ads.
1) Paid search allows you to increase your overall profit (in the vast majority of cases)
A recent joint Study by Kenshoo and Resolution media into Hewlet Packard, that looked at 1 year worth of data and $10 million in direct revenue found the following results. The test only featured data where there was a paid listing and organic listing for the same keyword.
When there was a number 1 organic ranking users still clicked on the paid listing 39.4% of the time and Paid search revenue accounted for 41.6% of revenue where there was a number 1 organic listing too.
The study also found that paid search drove 3.2% more revenue per visit than organic search traffic.
Case study 2 – Certified Knowledge
Brad Geddes ran a test with one of his clients, over various different timeframes and for a range of different keywords and got the following results.
Along with a browser and Excel, the AdWords Editor is probably among the most used software for any serious PPC specialist.
In December 2014 Google released the biggest update to the Editor since its release back in 2006. They redesigned the Editor from the ground up and included many new features – some prominent and others more hidden.
In this post, I will show you some of the most useful but lesser known features of the AdWords Editor.
1. Shortcodes for smarter bulk edits
One of the best hidden gems in the AdWords Editor is the shortcodes. The AdWords Editor supports a list of shortcodes, which can speed up your work when combined with the Editor’s build in replace function. Google actually don’t call them shortcodes but “formula words“.
Available shortcodes in the AdWords Editor include:
[account] – Account name
[campaign] – Campaign name
[adgroup] – Ad group name
[keyword] – Keyword text
[headline] – Ad headline
[description1] – Ad description line 1
[description2] – Ad description line 2
[displayUrl] – Display URL text
[finalURL] – Final URL text
[field] – The original text of the field you’re changing
So how exactly is this useful you may ask.
One use for it could be to automatically insert the campaign or ad group name into your ad text. Suppose you have 10, 50, or even hundreds of campaigns each named after the different geographic locations they cater to. In each of these campaigns you have an ad group for “cheap hotel” searches. And because you were in a hurry you just pasted the same general ad in each of these ad groups. Not exactly the best ad text for local searches.
Luckily, with the shortcode [campaign] you can now use the replace function to make every ad more specific. If the headline of all ads are “Cheap hotel” you can use the replace function (Ctrl+H will bring it up quickly) to find the text “Cheap hotel” and replace it with “Cheap hotel in [campaign]”.
Notice how you can choose to only perform this action in the ad headline. This way your ads will now have been changed to reflect the name of the campaign.
As you can imagine, there are many ways to use these shortcodes. To get you started you can find more examples on the official help page.
2. Hiding empty types from the navigation
One of the things I hear most people complain about in the “new” Editor is the completely changed navigation. In her post Why The New Adwords Editor Sucks, Mellissa Mackey wrote the following about the new navigation:
Not only has it moved to a totally different location on the page, but it’s now in text only, rather than a picture-like graphic layout. It’s easier to find what you’re looking for in a graphic square, like the old Editor, rather than in a long list of text, like the new one.
And I agree – it is harder to quickly find what you are looking for. But fortunately, Google included a nice little feature called “Hide empty types” which helps keeping the type list tidy.
To access this feature you will need to click the drop-down menu button to the right of the “Manage” header. Then you can click “Hide empty types” in the drop-down menu, which will hide all types that don’t currently match any of your ads.
Just remember to deactivate it when you need access to types that are currently empty.
If you find it to be too much of a hassle to turn this setting on and off all the time, you can actually choose the specific types you want to see under “Custom”. This way, you can hide types you only use rarely.
While this feature won’t bring back the old navigation it will make the new navigation a bit more tolerable.
3. ‘Flexible reach’ for setting the targeting options for RLSA
One of the AdWords mistakes keeping me up at night is choosing ‘Target and Bid’ by mistake when setting up RLSA. Doing this will drastically reduce the traffic as the audience is narrowed to only returning visitors, buyers, or whatever audience chosen.
In the AdWords Editor you can copy the audiences from one group and paste it to all your groups. But even though you copy the audiences you don’t copy the targeting setting, and sometimes you’ll find some of your ad groups set to “Target and bid” while the rest are set to “Bid only”.
Therefore, I always recommend you check the “Audiences” area in the editor to make sure everything is set to the correct targeting option.
Changing the targeting option from “Target and bid” to “Bid only” (or the other way) is rather hidden in the Editor. To find it you need to go to “Ad groups” and choose the “Flexible reach” tab as shown below. Here, you can select every ad group and then make sure either “Bid only” or “Target and Bid” is selected under “Interests and remarketing”.
4. Duplicate ads or keywords within their respective ad groups
Let’s say you have a number of different ad groups each containing a single tailored ad and now you want to create a second ad inside every ad group in order to start split testing different messages.
So how would you duplicate the ad inside every ad group? Keep in mind the ads in all the ad groups are not identical, and therefore it’s not an option to just copy one ad and paste it inside every group.
Sure, one option is to manually go through every ad group and copy/paste the current ad, but this is neither fun or good use of your time.
The smart way is to select every ad across all your ad groups and bring up the replace window (Ctrl+H). Here, you can make your change and then you must tick the “Make changes in duplicate items” field in the lower left corner.
By doing this you will make a modified duplicated ad inside every ad group.
5. Exporting account to HTML
Many were disappointed to see that the HTML export feature was removed from version 11 of the AdWords Editor. This feature was extremely useful in communicating account setup to clients as this would give them a preview of the structure including ads and keywords.
To export an HTML summary, you need to select “Account” in the menu, then “Export”, and then choose whether you want to export the whole account or just the selected campaigns and ad groups.
Name the file and make sure to choose “HTML files” as your filetype. This will give you a nice looking browsable HTML document as the one shown below.
The different elements are even clickable and will expand to reveal more information like targeting or ad groups.
You can now share this file with anyone you want, regardless of whether or not they have access to the AdWords Editor.
This is a guest post by Frederik Hyldig, Head of PPC at s360 – one of the leading search agencies in Denmark. Frederik has been featured on PPC Hero, Wordstream, Moz and other international online marketing blogs. Follow him on Twitter or his personal blog.
Last year, Mobile search surpassed desktop search in terms of total queries. The statements of ‘next year is the year of the mobile device’ have passed. Mobile has arrived.
However, most account we view still treat mobile and desktop users the exact same. If there’s a variance, its because of a mobile landing page – not because the account owner has thought about how mobile and desktop users behave and what they wish to accomplish by device.
As mobile and desktop users are often looking to accomplish different tasks based upon the device type; you should test ads differently based upon the user’s device.
However, first we should examine the concept of ‘effective device’ so you understand where your ads are really showing.
Examining Effective Device
With Google and Bing, you can designate an ad as ‘mobile preferred’.
However, that ad might not only be on mobile devices based upon the other ads in an ad group. For instance, if you only have mobile preferred ads in an ad group; then those ads are displayed on desktops and tablets.
If your ad group only contains desktop ads and your campaign is showing on all devices, then your desktop ads are effectively ‘all devices’. This leads us to an important concept: effective device for ads.
There are three possibilities for effective device:
All devices: These ads are showing on all devices
Mobile: These ads are mostly showing on mobile devices
Desktop: These ads are mostly showing on desktops and tablets
I do use the word ‘mostly showing’ on purpose as it’s possible due to various technology reasons that your mobile ad might show on a desktop or vice versa. This doesn’t happen often, but it does on occasion.
Therefore, to control ad serving by device you need at least one desktop and one mobile device ad in an ad group. To test by device, then you need at least two desktop and two mobile preferred ads in an ad group.
Determining Your Effective Devices
There is not an easy way in AdWords to determine what devices your ads are running on nor to determine if you are testing your ads by device.
The easiest way to get started in understanding this information is to follow these steps:
Navigate to the ads tab in your account
‘Customize the columns’ and ensure that device preferred is selected
Download the data
Create a pivot tablet from the data
In your Row Labels; select ad group (if you have a large account, you can select both campaign and ad group)
In your Columns, choose device preference
Finally, your values should be counts of ads
Now, that will just give you a bunch of numbers that are hard to read; so to make the pivot table visual, add conditional formatting to the pivot table:
If column is 0, then color it red
If column is 1, then color it yellow
The legend of effective device:
If the ‘all’ device column is red (so there are no desktop ads); then your mobile ads are showing on desktops; meaning your mobile ads have an effective device of ‘all’.
If the mobile column is red, that means you don’t have mobile ads in the ad group and your desktop ads are showing on mobile devices
The legend for testing:
If any column is yellow, then then you have an ad of that type, but you aren’t testing in that ad group
Where to Start Creating Ads
There are two places where you will want to sort to determine where to create ads:
Cost: test where you are currently spending the most money
Impressions: test where you have the most opportunity
The easiest way to do these sorts is to:
Add spend and cost to the pivot table
Copy the pivot table data (with formatting) to a new sheet
Filter by the ‘all device’ column and only include cells that are highlighted red (your mobile ads are showing on desktops)
Sort by spend or cost highest to lowest
That will ensure that you have desktop ads in all your ad groups. Now repeat the process filtering by the mobile column by ‘red’ or zero mobile ads.
Once you have at least one ad by device type by ad group; then you are controlling ad serving by device.
Next, you will want to repeat these steps for the columns that are yellow so you can make sure you are testing your top ad groups for each device.
Automating the Process
This process will give you a snapshot of your ad and testing information in the account at the moment you created and analyzed the pivot table. However, it won’t give you this information automatically until you create the table and analysis again. In addition, just because you are testing doesn’t mean you are declaring winners.
If you want to easily:
Receive alerts by device type
Have a simple way of sorting this data by cost or impressions (or other metrics)
See when you have ‘winning ads’ by effective device
Then please take a look at AdAlysis.com which will make this processes simple and automated.
To be a true PPC expert, you need to move past how to just create and test ads across all devices. You need to think about how users interact with your ads on each device and across devices. It’s useful to initially lay out some hypothesis about users and do multi-ad group testing. Then once you’ve learned at a high level how users interact with your ads, move towards testing your ads by effective device. If you want to see some lessons on how to do this; take our 7 day free trial here at Certified Knowledge and watch the videos on ad testing.