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Everything posted by lindagray

  1. Your ad copy and headline is not the only component that will make your paid campaign successful. Getting a user to click is only the beginning … they should arrive on a landing page that’s optimized for conversion and then be taken to a Thank You page that tells them what to do next. If you want your Google Ads to produce qualified leads and customers, then check out these additional resources and use them as guidelines as you set up your Google Ads campaign. Landing Page Best Practices will teach you how to set up a landing page that’s prime for conversions so you don’t waste thos
  2. Once you’ve set up your ad campaigns and have tracking in place, it’s time to start bidding. Remember, your ability to rank in Google Ads depends on how you bid. While your bid amount will depend on your budget and goals, there are a few strategies and bid settings you should be aware of when launching your paid campaign. Automated vs. Manual Bidding You have two options when it comes to bidding on your keywords — automated and manual. Here’s how they work: Automated Bidding puts Google in the driver’s seat and allows the platform to adjust your bid based on your competitors. Yo
  3. Google Ads Retargeting Retargeting, a.k.a. remarketing, in Google Ads is a way to advertise to users who have previously interacted with you online but have not yet converted. Tracking cookies will follow users around the web and target these users with your ads. Remarketing is effective since prospects need to see your marketing at least seven times before they become a customer. How to Set Up Your Google Ads Setting up your paid campaigns on Google is relatively easy (and quick), mostly because the platform takes you through the setup and provides helpful hints along the way. O
  4. Your ad copy can be the difference between a click on your ad and a click on your competitor’s ad. It’s important that your ad copy matches the searcher’s intent, is aligned with your target keywords, and addresses the personas pain point with a clear solution. A search for “baby swim lessons” yielded this result. The copy is concise and uses the limited space wisely to convey their message and connect with their target audience. The Swim Revolution knew to put the keyword in their headline so we instantly know that this ad matches what we’re looking for. The description tells
  5. Google Ads displays your ad to potential leads or customers who are interested in your product or service. Advertisers bid on search terms, or keywords, and the winners of that bid are placed at the top of search results pages, on YouTube videos, or on relevant websites, depending on the type of ad campaign selected. Many factors impact your ability to create effective and high-performing Google Ads. Let’s cover them below. AdRank and Quality Score AdRank determines the placement of your ads, and Quality Score is one of the two factors (the other being bid amoun
  6. Conversion Rate (CVR) CVR is a measure of form submissions as a proportion of total visits to your landing page. Simplistically speaking, a high CVR means that your landing page presents a seamless user experience that matches the promise of the ad. Display Network Google ads can be displayed on either search results pages or a web page within Google’s Display Network (GDN). GDN is a network of websites that allow space on their webpages for Google Ads — these ads can be text-based or image ads and are displayed alongside content relevant to your target keywords. The most popular
  7. These common terms will help you set up, manage, and optimize your Google Ads. Some of these are specific to Google Ads, while others are related to PPC in general. Either way, you’ll need to know these to run an effective ad campaign. AdRank Your AdRank determines your ad placement. The higher the value, the better you’ll rank, the more eyes will fall on your ad, and the higher the probability that users will click your ad. Your AdRank is determined by your maximum bid multiplied by your Quality Score. Bidding Google Ads is based on a bidding system, where you as the adverti
  8. If you’ve tried unsuccessfully to advertise on Google, don’t give up. There are many reasons why your Google Ads could be underperforming. Let’s cover some common offenders. Broad Keyword Terms. You really need to nail it when it comes to your keywords, which is why testing and tweaking should be a part of your strategy. If your keywords are too broad, Google will be placing your ad in front of the wrong audience which means fewer clicks and a higher ad spend. Review what’s working (i.e. which keywords are generating clicks) and adjust them to best match your ads with your target audienc
  9. To answer this, let’s consider a few statistics. Google Ads have a click-through rate of nearly 8 percent. Display ads yield 180 million impressions each month. For users who are ready to buy, paid ads on Google get 65% of the clicks. 43% of customers buy something they’ve seen on a YouTube ad. So, yes, Google Ads works. With an optimized ad campaign and lead flow, you can create a high-ROI marketing campaign. Why advertise on Google? Google is the most used search engine, receiving 3.5 billion search queries a day. Not to mention, the Google Ads platform has been around for nearly two
  10. It's no secret that, these days, the stronger and more focused your paid campaigns are, the more clicks you generate — leading to a greater probability of obtaining new customers. This is why Google Ads has become increasingly popular among businesses across all industries. Google Ads is a paid advertising platform that falls under a marketing channel known as pay-per-click (PPC), where you (the advertiser) pays per click or per impression (CPM) on an ad. Google Ads is an effective way to drive qualified traffic, or good-fit customers, to your business while they're searching for pro
  11. 5. PPC Works Well With Other Marketing Channels Content marketing has taken over the digital marketing world and content plans and calendars are the norm in most businesses now. With the investment in producing original and unique content to support the customer buying cycle and establish thought leadership positioning, Google Ads is an engine that can drive visitors to content more quickly and improve the ROI on your content investment. PPC and SEO work well together as the impressions and opportunities for traffic are often to the same audience — the people using Google to find info
  12. There are many compelling benefits of PPC advertising. Whether you’re trying to convince your boss or a client about the value of Google Ads (or Bing Ads), there’s a powerful case to be made. For starters, PPC: Offers quick entry. Results are easy to measurable and track. Works well with other marketing channels. Provides a wealth of useful data PPC can have a major – and positive – impact on most businesses and brands. If you aren’t doing any PPC marketing, you’re likely losing out on valuable traffic and revenue. Need to make the case for PPC advertising
  13. The point of all this hard work isn’t to just get clicks. The real end game is to obtain conversions. Conversions are the actions that advertisers want users to complete after clicking on an ad, and depend on the type of business being advertised. Common examples of conversions include: Purchasing a service. Signing up for a newsletter. Placing a phone call. It’s super important to track conversions in order to know whether a PPC campaign is doing well and how many conversions can be attributed to paid search rather than other marketing channels. Platforms lik
  14. Choosing the right keywords is what allows advertisers to show ads to relevant audiences. But there are other targeting options available to optimize campaigns, including: Device. Location. Day and time. Demographics. This way, advertisers can target users who are on mobile in the evening or users who are under 25 and within a certain radius of a particular location, in order to optimize the performance of their ads. These targeting options are incredibly valuable because different variations of ad copy, for example, might perform better for one group of users than fo
  15. There’s more to winning the auction than having the highest bid. Search engines look at other factors to determine which ads should be at the top and most valuable spot on the SERP. Search engines have their own particular ways of factoring in other elements to determine ad rank. Google, for example, considers: Bid amount. Ad relevance and quality. The context of the search (such as the user’s device and time of day). Format impact (whether it includes extensions that enhance the format of the ad). Quality Score is a metric that determines ad relevance. The components
  16. In order to participate in the auction, advertisers need to decide how much they’re willing to spend on a given keyword. This is done using: Budgets at the campaign level. Bids at the ad group or keyword level. Budgets are set at the campaign level and can be exceeded on a daily basis, but will not be overspent on a monthly basis. Budgets should be set according to overall account strategy, but bids are a more precise way of controlling spending. All ad groups must have bids, but keyword level bids override ad group level bids. Due to the RTB system, the actual amount paid
  17. lindagray


    Along with keywords, you need to prepare ads in your campaigns. These are nestled together within ad groups that target shared sets of keywords, and so are organized by common themes. Ads are what the users will see if the auction is won, so they’re very important to get right. They typically contain a: Headline. URL. Description. On a SERP they can show up on top of the results or at the bottom of the page. It’s good practice to test different versions of ad copy to see what performs best. Services like Google Ads and Bing Ads provide features called ad exten
  18. Keywords lie at the center of PPC, connecting advertisers to users’ search queries. Queries are the actual words that users type into the search box of a search engine in order to find results. Keywords, on the other hand, are what marketers use to target these users by matching their search queries. Keywords work as generalized abstractions of a wide range of search queries, which are prone to irregularities like misspellings. Depending on the keyword match types they use, advertisers can match search queries with more or less precision. For example, advertisers can choose
  19. Every time there is an ad spot on a search engine results page (SERP), an instantaneous auction takes place for the keyword. A combination of multiple factors, including bid amount and the quality of the ad, decide the winner who will appear in the top spot of the SERP. These auctions are what keeps the gears of PPC moving. Auctions begin when someone searches for something on a search engine; if there are advertisers interested in showing ads related to a user’s search query, an auction is triggered based on keywords that are bid on by advertisers. The ads that win the auction
  20. Pay-per-click (PPC) is an advertising model that lets marketers place ads on an ad platform and pay the host of that platform every time their ad is clicked. The goal of a PPC ad is to lead the person viewing it to click through to the advertiser’s website or app, where that visitor can complete a valuable action, such as purchasing a product. Search engines are incredibly popular advertising platforms. They allow you to display ads that are relevant to what users are searching for. Advertising services like Google Ads and Bing Ads operate with real-time bidding (RTB), where adv
  21. #10 — Sweat the Small Stuff Likely, we could all resolve to be a little bit more detail-oriented. But, whether you call this anal or meticulous, it’s all based on perspective. When it comes to business, it’s the small stuff that counts. If you have a knack for habitually ignoring the small details, you might find launching and running your startup incredibly difficult. The small stuff matters at every level of the playing field when it comes to business. From the initial details on how you decide to incorporate your business and setup your banking relationships, to how meticulously yo
  22. #5 — Build Authority It doesn’t matter what you’re selling, the habit of building authority must become ingrained into your daily routine. But building authority is no simple feat. In order for others to look at you as an authority, you have to position yourself as one. To do that, you need to spend your time finding ways that you can contribute to the business community in your niche. How do you do that? Simply by building great content. While it sounds rather straightforward, it’s nothing of the sorts. It involves a painstakingly heavy amount of work. I can’t even begin to estimate
  23. #1 — Set Goals Setting goals is an important habit to develop for anyone, but an especially important one for business owners. Whether you’re running a startup or you’ve been in business for years, setting goals should be a habit that becomes commonplace. However, this isn’t just about setting goals and forgetting them — you need to to engage in active goal setting by creating long-term goals and daily goals. Create a set of long-term goals first, then fuel those long-term goals by setting goals on a daily basis. The habit of daily goal setting is a great one to develop because small
  24. Do you own a startup? Are you thinking about launching a business online to join the fray of countless entrepreneurs that dream of a better life? Well, we all know that marketing a business, any business, takes work, especially a startup business. Combine the difficulty of launching and managing a business with the convoluted world of online marketing and its many facets that include things like SEO, content generation, and social media marketing, and it’s enough to send most people into a tailspin. If you don’t know what you’re doing, you could easily find yourself drowning in a sea
  25. 17. Give a talk at a professional conference or on a webinar. If you're an authority in your field, why not give a talk at a professional conference or webinar? Of course, TED Talks would be the first suggestion for professional conferences, but you could speak at a number of other kinds of conferences or even webinars conducted online. When it comes to online marketing, webinars are one of the most powerful tools for selling nearly anything to a highly-engaged audience. And the larger that audience, the more likely you'll be able to sell your products or services. Long term, this wo
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