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It’s that time of the year again. The holiday season is upon us, and many business owners are gearing up to make this their most successful one yet. It is one of the most crucial times to drive traffic, increase conversions, and boost your ROI.

Holiday sales can represent up to 30% of a company’s annual revenue, so you must do your best to get the most out of this period. 

And in 2021, Holiday Sales will be a huge focus for businesses. With the rise of digital marketing and online shopping, it’s more important than ever to make sure your Holiday PPC campaigns are as effective as possible. 

One way to help your customers find you online during this busy time of year is through PPC (Pay-Per-Click) advertising. In this blog post, I’ll take a look at 13 tips that can help you have a successful Holiday season via PPC! 

Read On!

13 Tips To Boost Holiday Sales Via PPC In 2021

Holiday time is here again, and I am sure many marketers are running PPC campaigns to make their sales soar.

If you are one of those marketers right now, read on these 13 tips on getting the most out of Holiday campaigns via PPC. So let’s not waste any more time and start looking at these tips:

Personalize Your Website For Holiday Campaigns

A Holiday campaign can be highly beneficial if you make it personalized as per your website visitor’s needs. Well-crafted Holiday landing pages include a festive call-to-action and a clear next step for visitors to take action. It is usually an enhanced shopping cart or registration form that allows users to enter their details quickly after adding items to their baskets. It helps them avoid dropping off before reaching the checkout, which is likely if they spend time searching elsewhere on the site after making their purchase decision.

Suppose a Holiday deals section pops up after your landing page loads so that they could think of it as a special deal just for them only. The page should also include product images and videos of products available, as well as a link to your landing page from your Holiday ad. 

Also read: 11 Best Tips To Optimize Google Shopping Ads Campaigns

Create Unique And Seasonal Landing Pages

You can create Holiday-themed landing pages that offer your Holiday discounts and deals in the best way possible. The main reason for creating Holiday themed landing pages is to ensure that customers see exactly what they want when they visit such pages. For example, if you are running a Holiday campaign on Diwali, make sure you create a Diwali-themed landing page.

You can use a ‘Map’ view of Google Analytics data for a particular campaign or product. By creating a custom segment that includes only Holiday traffic, you can see which pages Holiday visitors land on while they’re on your site. It will allow you to create new Holiday landing pages with added relevant content directly related to these sections on your existing website, helping shoppers quickly find what they are looking for and boosting conversion rates.

Target Holiday-Specific Keywords

People search for products or services specifically during Holiday seasons only. Therefore, it makes sense to target Holiday specific keywords like: “Diwali Gifts for 2021” (and its variations), “Crock Pot Thanksgiving Recipes,” etc. Include these keywords in your PPC campaigns to make sure you get Holiday traffic.

Unique keywords used in holiday campaigns help capture all the relevant search volume associated with each Holiday. So, why not try them?

Use Video Ads For Running PPC Campaigns

Video ads are becoming increasingly popular in Holiday campaigns because they look more attractive and help marketers explain the benefits of their Holiday deals in an informative and exciting way. You can easily upload them on Facebook, YouTube, or any other video-sharing website.

With Holiday campaigns, you should use holiday-specific keywords and create landing pages for Holiday-specific product categories that showcase your products with video content. The combination of Holiday specific keywords with video ads drives much higher click-through rates (CTR) than text-only ads.

Also read: 9 PPC Trends You Should Be Opting To Get Ahead In 2021!

Leverage Audience Segmentation For Ad Campaigns

Do you know that audience segmentation can help advertisers in Holiday campaigns much better? If you’ve got multiple-segmented audiences for different purposes, don’t forget that the Holiday season is a great time to use them! You can take advantage of ‘high performing’ segments by targeting Holiday-specific keywords in Holiday campaign ads alongside these audiences. 

Try using Holiday based audience segments like “parents shopping for children,” etc., so that your Holiday ads show up only for people who are actively looking for similar products/ services during this festive season. Optimize your ad copy to fit this audience segment and enjoy better Holiday sales.

To discover any successful audience segments, you should use Google Analytics to check out which types of traffic are converting well across all channels. Having specific Holiday landing pages will help ensure the best possible performance during Holiday campaigns.

 Show Exciting Offers & Freebies In Ad Copies

The Holiday season is the perfect time for PPC ads to show off your Holiday special offers and free shipping deals. Holiday shoppers are always looking to get a good deal. Offer something exciting to your target customers, such as free shipping, extra discounts, etc., during Holiday campaigns because these offers help you boost Holiday sales and encourage people to buy more from you in the future. 

Also, make sure that your ad copies include the exact deals/ offers you are providing, so that interested users don’t have to go through a lot of hassle to find them on your website later on. It will help drive up CTRs and drive revenue for your business. Alongside that, Holiday ads should also include something that sets them apart from the rest of your Holiday landing pages and offer page copy – an example of this could be ‘Free Delivery For A Limited Time.

Retarget Your Website Visitors With Email, Facebook & Instagram Campaigns

People who recently visited your website might be looking for some Holiday gift ideas online or Holiday deals. So try retargeting them through Holiday-themed emails, Facebook ads, or Instagram campaigns to ensure they don’t forget your brand during Holiday shopping.

Retargeting campaigns performed on channels like email or Facebook during Holiday campaigns can significantly help boost ROAS (return on ad spend) as these audiences are already interested in your Holiday promotions and have a higher chance of converting at a lower cost.

Run Cart Abandonment Campaigns Separately

You can target users who have arrived at your website but not completed a purchase by showing them specific messages and offers which can reel them back in. The best types of ads are tailored to the kinds of things they were searching for when they came onto your site. So if their search term was’ running trainers’, then advertise discounted running gear or free delivery on all orders over £50. By getting this right, you can bring back the vast majority of customers who leave carts.

Some Holiday shoppers might add a product/ service to their cart, but never complete the purchase. You can run a separate Holiday campaign targeted explicitly at such abandoned carts and make them buy from you this time around. Also, if someone added an item in their cart during your Holiday campaigns but retracted it later on for some reason, retarget them again with better deals and offers next Holiday season. It is because the chances are that they would come back to your store looking for similar products/ services.

Boost Purchases With Upselling & Cross-selling

Upselling is a marketing technique used to sell more expensive items by suggesting them during Holiday shopping. If someone has just bought a pair of boots, then send them an offer for some thermal socks, or if they have just purchased a smartwatch, then target them with ads for matching jewelry or fashionable watch straps. It would help to use these strategies regularly during festive campaigns due to their ability to boost revenue. 

If they have yet to buy anything but are searching for something like ‘watches,’ then advertise watches from other top brands, which may appeal to them more than your products do. You can also make money through remarketing by showing ads to previous buyers, encouraging them to return and make another purchase.

You can upsell or cross-sell products/ services during Holiday sales on your website, social media channels, and even through email campaigns.

Also read: 7 Top Google Ads Best-Practices To Skyrocket Your Sales!

Run Festive Giveaways On Social Media Channels & Redirect To Website

Running promotions where you give away discounts in vouchers or gifts is a great way to get people into your store and increase sales. Still, suppose you are running social media campaigns. In that case, it is worth redirecting these users to your website using Google Ads tracking codes so that you can record them as conversions under remarketing lists.

This way, you can target them with other ads for similar products within Google Ads later on, which could boost their lifetime value tenfold.

So, run Holiday giveaways on Facebook, Instagram, YouTube, etc., along with special offers related to the giveaway, people have an incentive to share it on their social media profiles. You can also include these giveaways in your email campaigns if running Holiday giveaways independently is not an attractive idea for Holiday shoppers. 

Optimize Your Site For Mobile Perfectly

If people cannot use your site or app correctly when they land on it due to bad mobile optimization, then these visitors are lost. Mobile responsiveness is a significant factor when it comes to ecommerce sites, as most people now use their smartphones as the first port of call for online shopping and research. 

Mobile traffic can be extremely high during the holiday shopping season, so make sure that you optimize your site/ app/ social media pages for mobile users perfectly if Holiday sales are essential for your business. 

Make sure that your site is mobile-friendly to boost holiday sales through PPC before the big day. Also, keep an eye out for various Holiday deals and offers provided by other companies because people love trying out new things, especially if it means saving money or getting better deals or freebies along with them!

Plan A Targeting Content Strategy 

Plan holiday-themed content such as Holiday recipes, Holiday gift ideas, Holiday movies, etc. Publish them on your website and social media channels to target Holiday shoppers and get maximum Holiday sales this festive season. After all, it allows them to make the best Holiday purchase! You can also include Holiday-themed contests in your content plans because Holiday shoppers love trying their luck, even if it means getting a chance to win significant Holiday gifts by participating in such games.

If you are planning content marketing campaigns, then these could be hugely beneficial for your website’s traffic and revenue during the festive season and beyond. You can do this by planning which posts you will publish on Facebook, Google+, Linked In, Pinterest, and other platforms to create high-quality material around specific topics such as Christmas decorations or festive recipes. If people like what they see, then they are more likely to buy from you.

Add Top-Performing Products In Your Ad Campaigns

Add top-performing products/ services from your inventory into Holiday ad campaigns targeted at Holiday shoppers so that you can make sure these products/ services sell like hotcakes during this festive season. 

If people are searching for specific products, it is worth displaying these in your ads with special offers if they happen to be under-performing sales-wise. If someone types in ‘running trainers,’ then you can send them an ad featuring discounted running gear or free delivery if their purchase history shows that this could get them straight back into your store again. Don’t put all of your best-performing products on the front line because it will hurt brand awareness, but there is no harm in giving users a taste of them via PPC if they have yet to buy anything.

Summing Up!

We know that the holidays are a time of year when people spend more money. And, as a seller, you want to reach your holiday shoppers with advertising campaigns, so they’ll think about buying from you instead of other sellers. 

The 13 tips I’ve shared will help you do just that. If you’re thinking about increasing revenues or boosting Holiday sales this season, then contact me today. I am a Google Ads Specialist and will optimize your online ad campaigns during the holidays and increase sales!

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Have you ever wanted to expand your reach and grow your business internationally? 

The internet is a global marketplace. It’s not uncommon for an American company to sell products overseas, and it’s also common for companies in other countries to advertise their products on websites like Google Ads.

But running PPC ads on Google’s international websites is a great way to grow your business internationally. The process of setting up, managing, and measuring those campaigns can be daunting, but I’ve put together this guide with some tips and tricks for making the most of the opportunity.   

Read on!

What Are International PPC Ads?

International PPC ads allow you to show your ads outside your country, which can help bring in additional clicks and traffic for those countries.

Setting up an international PPC ads campaign is as easy as creating a new campaign inside Google Ads and defining the network territory. Once you do all the setup, Google optimizes it for all locations within the selected geographical custom parameter. 

These ads seem like a great idea because they give your company access to more potential clients while still maintaining the amount of traffic you are getting from other geographic locations.

The cost for these ads is set by this advertiser, effectively giving them control over their pricing considerations when it comes to advertising in other areas around the world. These ads are known as “geotargets,” which means that they offer readers information about products or services at prices that may vary based on where they live within a particular country, state, or province within a region, or may even change depending on what time zone they’re in when looking at these ads.

Also read: 11 Critical Google Ads Metrics To Track In 2021

7 Tips & Tricks For Running International Google Ads

Google Ads lets you target your ads to people worldwide, which is excellent if you want to sell a product or service on an International scale.

However, International PPC campaigns can get tricky, and you must understand how International Google Ads work before diving in and creating a campaign.

Running International Google Ads is a lot trickier than running ads in one specific country. International businesses face the added challenge of optimizing for each country you want to target and ensuring that your campaign adheres to their local culture and laws.

Following are 7 Tips & Tricks that will help you run International Google Ads effectively.

Shortlist Countries You Want To Target

Google provides excellent tools like Keyword Planner and Ad Preview & Diagnosis Check, but many advertisers do not use them properly. One such tool is “Targeting,” which lets you view where your ads show up and where your ads don’t. You can use this tool to create a list of countries you want to target, and the tool will do the rest for you. 

For using this, you can make a list of all countries where your business is making revenue, or you think it will be beneficial to run ads. Then find out which one among them has the most potential.

Also read: 7 Top Google Ads Best Practices To Skyrocket Your Sales

Create Country-Based Ad Campaigns

Back in 2015, Google officially announced that advertisers would be able to run country-specific ad campaigns. If your audience is spread out across various countries, but you want all your ads to appear on Google Search and Display Network, creating a land-based campaign may be the best way to go about it.

So don’t try to manage everything in a single campaign. It would help if you had separate campaigns because they have different languages, cultural values, and even currencies. For instance, if you sell cakes online, Germany is most likely to respond well to advertisements that convey the sweet taste. In contrast, Italy will prefer ads that show their flavors beautifully presented on plates with Italian music in the background, etc. So, create separate campaigns for each target country accordingly.

Create Ad Campaign Keeping In Mind Their Local Culture

To run effective international Google In ads, advertisers must understand the culture of each targeted country and accordingly build ad campaigns keeping that behavior in mind. Every culture differs in some or other aspects, not just when we talk about geographical boundaries, but also online behavior such as shopping. Some ad campaigns may work in one country but not in another.

If you’re targeting the US and UK, then both of them have different cultures and preferences. For example, in the UK, anyone can use swear words on top of Ad without getting into any trouble because it is not considered offensive. But the same would not be acceptable in America, so try to use creative ads that follow local norms.

Optimize The Budget Of Campaign Country By Country

Running a global campaign with a fixed budget is like throwing money in the ocean, hoping to reach your target audience all over the world. Instead of letting this happen, you should optimize your budget by splitting it up into different campaigns and ad sets for individual countries, and then move on to analyze performance reports regularly.

The budget you set for each country should reflect their economy or purchasing power, which decides how much they can afford to pay for your product/service. So depending on this factor, adjust your budget accordingly and keep regular track of ROI and conversion rate for every campaign and country separately.

Use Local Domain Extension For Effective Targeting

You can’t always rely on a keyword planner when finding new keywords specific to certain geographical regions because you can’t manually add keywords in this tool. However, if you know local domain extensions like .xx (for example, co. uk), you can develop ad campaigns targeting specific regions by simply adding these extensions to your keywords.

Use country-specific top-level domains (TLDs) to target specific countries. These are not just custom domain extensions, but they’re made to point towards particular nations. For instance, you want to target Australian traffic.

You can either create separate ad campaigns for Australia or use the .com.au extension in your primary campaign targeting other countries, so when people visit your site from .com.au, it goes directly to the ‘Australia’ landing page of your website, whereas someone calling from com.au would land on the home page of your site which has content related to Australia only like government policies, etc., this will make visitors stick with your website longer and increase chances of conversion since most people do convert when they find the content they were looking for.

Use Google Translate To Maintain Language Consistency

Different countries have different languages, and if you run an international Google Ads campaign, you should maintain language consistency across all of them because it will make your message clear to everyone. So, apart from using different domain extensions, use Google Translate (or similar apps like DeepL, etc.) and localize your ads and landing pages where people can find their preferred language, which helps improve conversions dramatically.

Google automatically detects and translates ads in different languages when they appear on international Google Ads campaigns. Still, you should make it a point to keep an eye on them and check for language consistency because sometimes auto-translation results in mistranslation, which may affect the performance of your ad campaign.

Use “Observation” Mode In Search Campaigns

To manage multiple campaigns at once, especially those with separate budgets, it is recommended that you use the ‘observation’ mode in search campaigns so that your budget isn’t spent on countries that are not doing well for your ads. This setting is handy for the last moment changes that you need to do on your international campaigns, such as using a new keyword or switching between different languages.

For instance, if you’re running two campaigns with separate budgets, both campaigns are set to run in the observation mode. It will allow Google Ads to show your ad only when one of them is performing well (in terms of conversions) and the other campaign is not showing any results, even after spending massive amounts. So stop creating new campaigns for all-time low converting countries like Pakistan, Bangladesh, etc. If they don’t convert even after spending X amount, then why waste more money on them?

Create a new campaign for this country and put it into ‘observation’ mode instead so that you can give extra time to those who are still responding well before closing down the entire campaign just because you lost some money.

Summing Up!

To succeed in the global marketplace, you need a solid international PPC ads campaign. These ads are a difficult thing to do, even for the most seasoned digital marketers. You must follow these seven tips and tricks when running an international campaign to avoid wasting money on campaigns that aren’t performing well or don’t make any sense at all. 

If you need help with your international ad campaign, contact me. I am a Google Ads Specialist and know what it takes to provide exceptional ROI from your marketing dollars spent online!

What do you think? Do any of these tips sound familiar? Let me know! With my expertise, we can quickly identify what is working (or not) for your company’s advertising strategy so that it drives more revenue without wasting time or resources on ineffective tactics.

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The internet is a powerful tool for marketers and advertisers. It provides access to an infinite amount of information, which they can use to create successful campaigns. Search engine marketing (SEM) has become one of the most important digital marketing channels for brands who want their products or services seen by as many people as possible. With Google Dynamic Search Ads, businesses can use this same platform for SEM campaigns that focus on users’ search queries at any given time.

Dynamic search ads are an automated bidding system that automatically adjusts bids in response to the visitor’s query. These ads can be an excellent way for advertisers to get their products in front of potential customers who have been searching for similar items on Google Shopping. This post will take a look at Dynamic Search Ads and provide 101 tips, pros, and cons so you can decide if this is a good option for your advertising campaigns.

Let’s get you started!

What are Google Dynamic Search Ads?

These ads generally show at the top of search results pages and can match the content of the organic results.

Google used to demonstrate text ads on its search engine results pages (SERPs) based on bids from advertisers and how well they could customize those ads for current customer searches. The problem with this bidding system is that marketers weren’t getting high-quality shoppers due to these bids because none of those landing pages carried any specific information about those customers. But by now offering dynamic display ads, they could provide more relevant products and services than ever before!

Thanks to artificial intelligence, Google Dynamic Search Ads change in real-time to match what people search for. The more you think about it, the more powerful this concept becomes. 

For example, if you’re a marketing director trying to sell mattresses and potential customers search for “what stores carry mattress brands,” your ads might be about where to go to buy beds. On the other hand, if they look for information on the benefits of foam vs spring mattresses, then your ad might be about comparing mattress types and materials used in each one. These details can save you hours of research and planning each day, but they also take loads of work off y plates so that you can focus on better things!

Also read: 15 Google Ads Extensions To Improve Your Google Ads Campaign!

Pros Of Dynamic Search Ads

Display Relevant Headline

A dynamic search ad means that your ad will come up with a headline totally based on the search query of the person who typed in your keyword phrase into Google or any other search engine. When you use this type of system, you can change what you advertise to people depending on what they’re looking for and how their minds might be moving about it. It also ensures that your ad will never go out of date; as long as people are still looking up relevant information, you’ll find yourself getting more clicks and conversions than ever before.

Fill Bridge In Keyword-based Campaigns

The keyword insertion feature allows you to fill in the keywords found in your ad campaign with dynamic search ads, increasing relevancy, click-through rates, and conversions.

Sometimes there’s a gap between keywords and advertising messages – not necessarily a negative one under every circumstance, but one that can dwindle the power of your ad. Dynamic search ads allow you to match keywords and ads together to make sure that all of your campaigns can remain as focused as possible at all times. It means better results and less time having to switch up your methods because you’ve failed to meet an advertising goal.

Expand Your Ad Campaign Reach

By allowing Google to automatically generate dynamic search ad content using the specific search query, you’re expanding the reach and power of your advertising campaign. These types of ads will appear for a wider variety of keywords than just those that you chose initially – this leads to higher click-through rates and more impressions, which can help increase traffic and conversions even further than before.

Automatic Updates

Since dynamic search ads automatically update their headlines, this ensures a smooth transition from one advertising campaign to another without having to meddle with the specific headline to adjust it based on the new information you’re going into. You can take advantage of these ads for everything from PPC campaigns and website conversions to your banner advertisements and virtually everywhere else. It would help if you had an extra boost of ad success.

Capture Quality Traffic

Finally, using dynamic search ads has been shown to draw in more qualified clicks than other forms of advertising because of how closely they match up with people’s general interests at any given time. Instead of just getting random visitors who might or might not be looking for what you’re featuring, you’re going to be able to get in front of people who are already highly interested and on the hunt for what your site delivers.

5 Best Practices Optimizing Dynamic Search Ad Campaign

To be successful with dynamic search ads, you need to have a thorough understanding of your business. Being able to match targeted keywords to high performing landing pages is an art form. Fortunately, some best practices will help optimize your dynamic search campaigns and help you stay ahead of the competition.

Let’s look at them!

Target Similar Audiences

Similar audiences will have similar interests and buying habits as those who first opt-in to receive your emails. Thus, they’re more likely to convert.

You can either add Dynamic Search Ad campaign audiences from your email list or create a Dynamic Search Ad campaign audience based on people who have visited the website in the past 30 days.

Create Dynamic Search Ads for similar audiences by going into Audiences, click Edit and select “add another targeting method”. Click Advanced options and choose Dynamic search ad group. Select all the demographics that apply to your Dynamic Search Ad Campaigns. Once selected, these criteria will apply to each Dynamic Search Ad Campaign you have running in this dynamic search ad group.

Dynamic remarketing audiences allow you to target people who have already visited your website – this includes visitors who viewed specific products or pages on your site and those who added items to their shopping carts but did not complete a purchase. This targeting option takes data from Google Analytics, DoubleClick Campaign Manager, Google Ads, Dynamic Search Ads and Dynamic Remarketing. This highly segmented target audience will make your ads more relevant to each user, which will improve click-through rates (CTRs) and lower your cost per click.

Use Automated Bid Strategies

The biggest mistake that people make with Dynamic Search Ads is not using automated bid strategies. AI-powered bidding allows you to optimize your bids in real-time based on the performance of both keywords and ads. You can adjust bids for specific devices or locations at any given moment, which can help you convert more leads or sales from Dynamic Search Ads!

Automated bid strategies allow advertisers to establish a successful bidding strategy optimized over time according to two key factors that influence performance: bid strategy and conversion tracking.

Automated Bid Strategies also optimize campaign budgets for advertisers, so you can spend more on the keywords that work while adhering to a budget. This way, you will only have to worry about setting up your automated bid strategies once, then let Google take care of the rest.

Also read: 16 Reasons How Automating Your Bid Contributes To A Successful Google Ads Campaign!

Increase Bids On Broad Keywords

Once you have identified high performing landing pages for each keyword in your account, make sure to increase bids on broad keywords to improve your chances of showing for these terms. 

Broad match modifier keywords are best used to target multiple variations of your keyword phrase to get more impressions for your ads. However, because broad match modifiers are less specific than other match types, increasing bids accordingly for higher click-through rates (CTR) is essential.

Optimize Frequency Capping Limit

Frequency capping is a feature that enables advertisers to limit the number of times each user sees an ad over a given period. The frequency cap only applies within each campaign and not across multiple drives. For example, if you set up two separate campaigns targeting different audiences, users who have already seen the ad in your first campaign will still see it in your second campaign. 

This setting will help prevent users from being annoyed by multiple ads popping up in their search results. Google offers two frequency capping settings: “Show up to” and “Limit when the same person sees your ad more than.” The latter is a much better choice for dynamic remarketing campaigns because it prevents users from seeing an ad that they have already seen in the past. Although the limit may be higher for some ads, you can rest assured that each user will see your ads less frequently – maximizing click-through rates (CTRs) while keeping costs per click low.

Test Continuously

Finally, set aside time every day to test new keywords and ads. Use A/B testing software like Optimizely or Visual Website Optimizer to track CTRs and cost per click of new creative elements such as thumbnail images, long-form and short-form text. Use the data you gather from these split tests to determine which parts work best for your business. It will help determine which audience and targeting method work most effectively for your business. 

When setting up your Dynamic Search Ad Campaigns, it’s essential to test different audiences, targeting methods, and bid strategies to find out what performs best. You can use Google Analytics or Adobe Analytics to measure campaign performance and determine which audience and targeting method work most effectively for your business. 

Wrapping Up!

Dynamic search ads are an excellent way to reach your customers. They allow you to use data about what they’re searching for to show them relevant content that will help convert their intent into sales. The 101 top pro-tips I’ve provided should give you a head start on optimising these campaigns and getting the most out of your investment in Google’s advertising platform. 

But if this sounds intimidating or like something you don’t have time for – let me know! 

I would be happy to take care of managing your dynamic search ad campaign, so all you need to worry about is spending more time engaging with potential buyers online instead of stressing over updates and tweaks. 

Also, follow me on my social channels to stay updated on the latest tips & tricks of Google Ads Campaigns!

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Google Ads Extensions make Google Ads better! 

Google Ads extensions are small features in Google Ads that allow advertisers to customize their ads based on their wants. They can be anything from adding a phone number or address to adding offers and discounts (like buy one, get one free). 

Google allows you to add interactive features in your Ads campaigns, such as buttons and social media posts. These Google Ads extensions will help improve the effectiveness of your Google Ads campaigns for both mobile and desktop users! You can also use things like call-to-actions or text links in your ad copy.

You can use 15 Google Ads Extensions that can help improve your Google ad campaigns. Let’s take a look at them! 

But before moving forward, first, understand what these extensions are and why they are essential to use.

Read on!

What Are Google Ad Extensions?

Google Ads Extensions are Google’s way of increasing the amount of information available in Google Ads. Google Ads Extensions include callouts, site link extensions, location extensions, and more. These Extensions can increase your CTR (click-through rate), which is a crucial score used by Google when deciding if your ad will be displayed to searchers or not.

Increasing CTRs through Google Ads Extensions can mean more traffic for your business with less money spent on advertising!

They also provide advertisers with valuable data about their target customers’ likely interests. Google calls this “interest-based targeting.” it enables you to serve up increasingly accurate ads for users based on their stated preferences and prior browsing behavior. This type of marketing can increase Google Ads spend by narrowing in on the most likely customers and prospects. 

These Extensions allow advertisers to show ads based on user behavior, such as whether they visit particular websites or click on ads. Google calls this “behavioral targeting.”

They also give Google more information when deciding where to rank your ad, which is Google’s way of keeping you paying for advertising while ensuring users get the best possible experience searching. 

Also Read: 11 Critical Google Ads Metrics To Track In 2021

15 Google Ads Extensions You Should Use To Improve Ad Campaigns

With so many Google Ad Extensions available, choosing which ones you should use in your Google Ads campaign can be pretty challenging. If you are starting with Google Ads or doing a massive overhaul of your current campaign structure, then the following list will help you in choosing the best possible extensions for your ad campaign:

Site Link Extension

When people click on Google ad, which will take them directly to the website, but instead, if we use site links, then even after clicking on Ads for more details, it will lead them directly to the particular page or section of the landing pages. It can make Google ad connection with Google Ads to your website, which will help in improving ad performance. 

Lead Form Extension

Google adds a touch of quality and engages the user further when it asks them to fill out contact information forms before continuing on your site from Google ad. It is done through lead form extensions in Google Ads. By creating a lead form, you can drive more leads into your business and build customer relations by offering an incentive for a name and email address. This tool helps advertisers develop their brand awareness and gain new clients to promote their businesses using Google Ads. Lead form extension enables advertisers’ Ads to act as Google landing pages.

Callout Extension

Google ad callout extension provides information on Google ad about the product or service you are promoting by Ads. These extensions give details of your business, services, and even special offers, so that visitors can click ads and go directly to the website for more information. Callouts work like a caption that gives extra information about Ads so that users will take action accordingly. You can set up one or multiple callout extensions in Google Ads to highlight different features of your online business.

Also Read: 7 Reasons Your Business Should Use Google Ads

Call Extension

The success of any Ad campaign largely relies on how well it performs once it is published. Using Google calls extensions helps advertisers in tracking the number of calls generated by your Google ad campaigns. Using call extensions in Ads will allow you to check your business’s performance, and can also be helpful if you are looking to report accurate sales figures.

Location Extension

This extension has been designed for local search, enabling advertisers to provide map directions from any location directly from their website or Google ad. It raises the chances that users will click on Google Ads and visit their website. Most retail stores, restaurants, and bars use location extensions in Google ad campaigns. It provides a way for customers who are already searching nearby of your establishment to find you quickly. By adding Location extensions in Google Ads, businesses can make it easier for potential customers to find their services and thus increase the chances of higher conversions.

Review Extension

Google Ads review extension enables advertisers to ask their customers for reviews. This extension is handy for retailers, restaurants, and other service industries where user reviews hold a great deal of importance in converting prospects into actual customers. Like Google ad site link extensions, you can use these extensions to point traffic from Ads directly to individual product or service pages on your website.

Click To Text

Many businesses and agencies rely on operative texts (or SMS) nowadays as a cheaper and faster way of instantly communicating with consumers instead of an email or phone call. Using Google Ads, click to text will create a direct link between the ad and your company’s SMS short code. When you use click to text, Google search visitors are taken directly to your back-end system that processes the SMS upon clicking the Google ad.

App Extension

Android app is one of the most widely used mobile applications in recent times. Using app extension in Google Ads will allow users to search for your business or brand on Google search to find and download your Android application easily. There are many benefits of using an Android app to promote any business, keeping it prominent in front of potential customers. Likewise, having an app for iOS devices can drive more traffic towards your site and attract new clients who appreciate apps publishing by companies they know and respect. Many businesses have benefited from using app extensions in Google ad, which is why if you have an Android app, it’s essential to use this Google Ads extension.

Structure Snippet Extension

The structure snippet extension for Google Ads enables advertisers to promote their products or services more prominently on search results pages. This extension allows you to display various elements depending upon the advertiser’s preference and business needs. For example, a restaurant may choose to highlight a particular area of cuisine, while a law firm can make their contact numbers more visible with the help of a structure snippet extension in a Google ad. A new feature introduced by Google Ads called structured snippets allows location-based businesses such as doctors and lawyers to attract more users for those services near them.

Price Extension

A price extension in Google Ads displays your product and service prices, and this can be displayed along with other extensions like site links, callouts, and location. Advertisers who want to highlight their products or services at affordable rates use price extensions in Google Ads. This extension can specifically help you promote prices that are lower than the average market rate.

Seller Rating Extension

It is an effective way of gauging how well you stand against competitors using the seller rating feature in Ads, which helps generate more business by displaying average consumer ratings based on previous purchases. Use of seller rating extension for Google Ads approximates consumers’ willingness to purchase your business by giving them direct insight into how well you stand against competitors.

Automated Ad Extension

Google automated ad extensions automatically show relevant keywords and key phrases that search engines determine will be of utmost interest to the user. An automated ad extension can help generate more traffic to your website through ads, once again making it a valuable resource for advertisers who rely heavily on this online platform for their business needs.

Promotion Extension

Any special offer or campaign-related information can be highlighted with promotional extensions in Google Ads, enabling customers to get good deals while searching various categories within Google search. A promotion extension in ads is usually triggered by expiration dates or sales events such as Black Friday, Cyber Monday, or Christmas.

Affiliate Location Extension

The affiliate location extension for Google Ads helps you highlight the geographical area where your business is located to gain more visibility within your targeted market. Using this extension makes it easy for customers looking to find a store near them and get new clients from all around the country.

Social Extension

The social media links of different social media platforms can be displayed with a social extension in Google ad, allowing advertisers to make their brand visible on several sites, including Facebook, Twitter, Pinterest, and Instagram, among others. It is an effective way of increasing brand awareness by making sure that people searching through various sources on the internet see your company’s details without fail.

Conclusion

The key to optimizing your Google Ads campaign is finding the right balance of extensions that best suit your business. Other Google Ads Extensions automatically update product ads in real-time based on what people search for online! Whether you need more leads or conversions, several different tools and add-ons are available through Google Ads. 

If none of these options seem like they would work for you, don’t worry – I’m here to help! I am a Google Ads Specialist and can craft a customized strategy with the perfect set of Google Ads Extensions tailored just for your goals. Contact me today if this sounds appealing, and we’ll get started crafting a great plan together!

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In PPC, there is a lot of competition. No matter the size of your company, you rely on a solid and effective PPC campaign to generate sales. But with so many platforms, tools and strategies out there to choose from, it can be hard to know where to start.  

PPC is one of the most effective ways to generate new business. It allows you to target specific customers with your message right when they are looking for what you offer. To be successful in PPC, you need to have a well-rounded campaign that includes solid building blocks.

You know you need to be running PPC ads, but what are the best practices? How do you make sure your budget is being used effectively? What are the different types of campaigns that can be run? 

If these questions have popped up in your mind, then this blog post is for you. Find out how to start a successful PPC campaign with these five building blocks!

What Makes A PPC Campaign Successful?

PPC campaigns are successful because they produce quality results for their customers over time. It requires ongoing optimization to meet the challenges of an ever-changing market. 

Quality PPC campaigns are fueled by the attentiveness and continuous improvement in three main areas: keywords, ad creatives, and landing pages.

An effective PPC campaign can generate conversions. The more conversions your campaign generates, the more likely it’s thriving! Various factors should go into evaluating a successful PPC campaign, but it boils down to numbers.

Successful PPC campaigns use a mix of primary and advanced techniques, including:

1. Keyword research to identify the volume and cost of relevant keywords.
2. Compelling conversion copy to draw in potential customers.
3. Ads targeted at optimal demographics for profit.
4. Showing ad quality by following best practices, always keeping ads relevant, and only bidding on high-quality keywords pertinent to your business and ecosystem.

Also read: 7 Top Google Ads Best-Practices To Skyrocket Your Sales!

5 Proven Building Blocks To An Effective PPC Campaign

Here are five proven building blocks that will help any business create an effective PPC campaign:

Constant Testing Of Ad Copy Optimization

PPC campaigns usually involve testing out different versions of ad copy (headlines, description lines, offer) to find the perfect combination that will lead you to the best results in terms of CTR (Click-Through-Rate). 

You need to constantly optimize PPC ad copy because the Google algorithm regularly keeps changing from time to time. You also need to cross-check PPC ad copy with a landing page or PPC campaign keywords. It will enable you to earn more click-through rates, improve conversion rates, and reduce PPC cost per click.

The more often you test, the better your chances of finding what performs best for your business. PPC especially is a very dynamic environment, meaning that you have to continually update your strategy to stay abreast with the continuously changing PPC market.

Also read: 11 Critical Google Ads Metrics To Track In 2021

Continuity In Landing Page & Ad Copy

PPC requires that you give importance to both the Landing Page and Ad copy, as this will prove crucial for you to get those conversions. If people click on an ad that leads them to the wrong page, they will abandon your website right away, and PPC ads can be pretty expensive compared to other marketing channels like SEO (Organic Ranking).

Your landing pages must be in sync with ad copies that are being used for PPC campaigns. Various PPC marketing specialists have realized that using PPC ads that match the content of landing pages is an effective way to increase return on investment (ROI) levels. It also helps in decreasing the cost per click by ensuring high visitor value.

Right & Accurate Audience Targeting

A lot depends upon the accuracy of targeting your audience while using PPC marketing. A PPC campaign can give you maximum returns when it is targeted for a specific audience segment. For example, PPC ads are being used by various b2b advertisers to reach out to their target market, ranging from managers right up to CEOs of big corporations. They are also used by many small businesses who wish to reach out to their target consumer base every time they log online on search engines.

So, PPC campaigns should be carefully planned out and executed after considering every possible target audience & removing all likely demographics which do not convert well for you. PPC is expensive, so it would be a waste to spend on too broad an audience or one that will not yield conversions for your business.

Effective Call-To-Action Button

You need to have a compelling call-to-action button after the ad headline has hooked your customers’ attention towards your Ad campaign. It’s important because PPC campaigns with CTA buttons that fail to persuade visitors will not help you convert visitors into customers.

Your campaigns should have a call-to-action button which can either be “Learn More,” “Download,” “Buy Now,” among others, and they need to stand out from the rest of the ad text as people often will only look at them briefly before deciding whether they would want to click on them or not.

Mobile-Friendly Ads & Landing Page

You should create your Ad Campaign with mobile users in mind, and you need to make sure that your ads do not appear like Desktop Ads. You need to make sure that your PPC ad copies and PPC landing page are designed in a manner that ensures easy access for your target PPC audience through smartphones or other handheld devices.

For example, you should design your ads to fit into a mobile screen, if you have a landing page, it should be visible without zooming in, and ads also need to have clickable links that can lead people from the ad to your website. Your campaign should have a lot of testing done on Ads and Landing Pages, so don’t refer back to what worked before if it’s not converting well for your business this time around.

Wrapping Up!

I hope you enjoyed the article! 

The key to an effective PPC campaign is by following these proven building blocks. If you’re not sure how to incorporate them into your strategy, contact me for help. 

I am a Google Ads Specialist in this field and would love to talk with you more about it or answer any questions that might come up as you set out on this journey of developing a successful ad plan.

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It’s no secret that Google Ads is the most popular advertising platform. But, it can be challenging to get your ads to perform well. 

So, are you struggling to increase your ROAS performance on Google Ads? Are you not sure how to improve ROAS performance? 

Then, read this post!

Google Ads ROAS performance is the measure Google uses to determine how well Google Ads campaigns are converting. It is a crucial metric, and Google has made it easy to track this critical data point in your Google Ads account. If Google Ads ROAS performance is low, then Google will penalize your account, and you won’t be able to advertise on Google again.

So, if you are looking to improve your ROAS performance with Google Ads, there are a few things that you can do to get the best possible return on your investment. These include ensuring that your ads are showing up in the right places and adjusting bids based on current market trends. It is easy for any business owner or marketer to make their Google Ads ROAS more profitable with these steps.

In this blog post, I’ll discuss seven proven ways that you can improve your Google Ads ROAS Performance today!

Let’s get started!

What is Google Ads ROAS?

Google Ads ROAS is Return on Advertising Spend. ROAS stands for Return on Ad Spend. Because of the ads, the “return” is how much extra money you made – above what you would have made with no ads.

For example, if Google Ads cost $5 and sold $15 worth of TV remotes, your ROA would be 60% ($10). Now, if instead your Google Ads costs were $5, and you sold nothing at all, then your ROAS would be 0%.

It’s a marketing metric that measures an advertising campaign’s efficiency. It offers a quantifiable method for predicting how much we can expect to pay for future returns on our ads while considering the market’s competition and organic search results.

ROAS divides how much we spend per customer by what they’re worth. The more efficient the spending (i.e., how many times each dollar is worth more than one), the higher the ROAS.

Also read: 11 Critical Google Ads Metrics To Track In 2021

ROAS vs ROI

An advertising campaign is a cost and not an investment, as there are no guarantees that the value it generates will be long-lasting.

For example, you can consider blogging to generate leads for years through each published post. At the same time, ad campaigns only provide traffic or revenue as long they’re running, which makes them risky in comparison without consideration given towards ROAS (return on spend). 

ROAS is a great way to measure the success of an ad campaign, but it only takes into account advertising costs. On the other hand, ROI will show you whether your larger marketing strategy has been effective and if there are any problems with its implementation, such as labor cost or order fulfillment in eCommerce businesses.

ROAS is more of a short-term measurement, but ROI provides information on how the campaign contributes to your long-term marketing goals. Both measures must exist within every advertising strategy so that you can see what impact specific strategies will have in terms of return on investment (ROI).

How To Improve ROAS Of Your PPC Campaign?

If you want to improve your Google Ads ROAS, you need a plan of attack. While there’s no single formula for success, I’ve identified seven proven ways to boost your performance and increase sales.

Refine Your Keyword Targeting 

You need to be very specific when optimizing your content with long-tail keywords. These are the perfect words for attracting high-quality traffic and making conversions, so make sure you optimize each page on the website or product listing by using them! Try PPC software like Google Ads or Google Keyword Planner tools that will help find low competition, yet resonant phrases explicitly related to what they want from a business, such as “buy shoes.”

After you rank for the keywords associated with high purchase intent, it should be easy to increase your ranking in other search results pages. For local businesses, it could be “Our product/service in Your City”, and for eCommerce websites like Amazon, you would want to optimize your page with something along the lines of ‘Free Shipping’.

Also read: 7 Top Google Ads Best Practices To Skyrocket Your Sales

Use the Negative Keyword Feature

Negative keyword lists are an essential tool for improving ROAS because they allow you to ensure that no irrelevant search queries trigger your ads, giving you much more control over when and where your ad shows up. If you’re not already using this feature, start by either creating a negative keyword list within a campaign or at the ad group level. Ensure that every landing page has its own unique set of keywords so that if someone searches for “shoes” but doesn’t click on an ad for shoes, it won’t shut down future shoe-related traffic from showing up later on.

Creating negative keyword lists at the campaign level will allow you to build a list of terms that all ads and keywords within that campaign should avoid. Creating individual negative keyword lists will help you ensure every landing page has its unique list of negative terms. You can even add your negative keywords by typing in a time in the “Note” section, and if someone searches for “shoes,” it won’t be included when targeting “shoe-related” keywords. So that if someone searches for “purses” but not shoes, your purse-related ad won’t shut down future shoe-related traffic from showing up later on.

Use Conversion Rate Optimization (CRO) Strategies

You may have a list of keywords that convert well, but how many people click on your ads? For most paid search marketers, it takes trying out different bidding strategies and ad formats before you can determine which combination will work best. Not only is this an effective way to improve ROAS, but it’s also great for demonstrating the impact of new optimizations to stakeholders. In many cases, company leaders look at complex numbers like return on ad spend instead of more abstract benefits like happiness and engagement. 

CRO strategies allow marketers to link concrete changes in consumer behavior with business impacts by showing how much revenue was gained or lost from those changes. You can even use Google’s free tools to find out what’s working and what isn’t by using the Google Analytics Content Experiments feature.

For example, you might have a portion of your PPC traffic set up to receive ads at suboptimal times or sizes. You can then test if increasing bids or adding different ad formats helps improve visitor behavior. If people are more likely to convert after seeing an ad in a particular form or time slot, that could mean they’re more engaged and ready to purchase. That would suggest that there may be some wasted spend on those who don’t convert and new opportunities for optimization with other campaigns. It is also practical because it allows marketers to show their leadership how much revenue was gained or lost due to changes to Ad spend, formats or timing.

Follow Landing Page Best Practices

There’s no point in having unique ads if people aren’t clicking on them. To make sure your paid search ads are working as well as possible, follow landing page best practices like designing for mobile devices and making the “call to action” prominent. It will help ensure you’re getting as many qualified conversions as possible from your paid search budget. Google Ads now offers a testing feature so that marketers can quickly test small sections of their pages without impacting their whole site or network.

For example, let’s say you have a PPC ad group set up within an eCommerce account. Your management team has expressed concerns about conversions for this product dropping over the past few weeks. To help identify the root cause of this decline, you can create a test that will allow you to try out different landing page variations and see what works best. It’s also helpful to track your ads’ impression share or percentage of clicks they receive within an ad group because it shows how well your ads are performing compared with the competition.

Use Geo-Targeting 

Geo-targeting will help you to reach your audience based on geography. You can target specific locations or choose a targeting preset, such as “custom”, to focus on a single area. In cases where you have a physical location, geo-targeting can be especially useful because you will only show your ad to potential customers within that geographical radius. It is an easy way to ensure that time and money aren’t wasted advertising for non-existent sales. Another example would be targeting the state of California if you’re an online retailer – this helps prevent ads from showing up in other states where there isn’t any demand for your product or service. 

Geo-targeting can be used not only to reach people physically close to your business but also those geographically close to it in terms of internet access. You might have a brick-and-mortar store located outside of major metropolitan areas where there are large portions without broadband access – geo-targeting will allow you to focus on the regions that do have this technology.

Experiment With Your Bidding Strategy

How should you set your bids? There are three main bidding techniques: manual CPC, target CPA, and enhanced CPM. Of these, the latter two are designed for ROAS optimization because they work together to promote conversions while giving advertisers complete control over bids.7 

To demonstrate how this works, let’s say you are selling milk jugs for $10 each through your ad. You have set a target ROAS bid of 4:1 (or $40) and an ad rank of 1. An advertiser willing to spend 50 cents per click is vying for the #1 spot with your campaign; his CPA bid is $30 per conversion, which means 20 conversions will be necessary at that price point to achieve the same revenue as yours with only ten conversions. It results in higher eCPM (effective cost per thousand impressions) for you despite lower CPC bids because your more intelligent bidding strategy allows you to focus on quality rather than quantity of clicks – more profitable conversions bring in more revenue.

Spy On Your Competitors

How are your competitors spending their money? Do they have ads running that you don’t know about? What keywords are they targeting, and how high are their ad ranks? 

Gathering competitor intelligence will help you devise a better strategy for boosting ROAS than if you were to wing it independently without any knowledge of the market. There are many tools you can use to spy on your competitors’ PPC campaigns, so you can see what’s working and what’s not. You can find out the keywords they’re ranking for, the offers they’re promoting, and the copy they’re using. Remember, driving traffic is only half the story. You also need to identify which ads are generating revenue. To do so, analyze longer-term trends to find out which ads are getting the clicks and performing well in terms of time on site and bounce rates. 

How does one know an ad is generating revenue? You can infer it from the fact that a competitor has been running it for some time.

Summing Up!

With all of these optimizations readily available, there’s no reason why businesses should struggle with ROAS or waste excess spend on ads that aren’t performing as expected. By taking advantage of these seven strategies, you will see immediate ROAS improvements and further grow their business.

If you are struggling to improve your Google Ads ROAS performance, contact me. I am a certified Google Ads Specialist with over seven-plus years of experience in the digital marketing industry. Together we can identify what has been holding you back and make changes that will help increase your ROI. Let’s get started today!

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