Tag: AdWords

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How Do You Get Images Next to Your AdWords Ads?

Clients have asked me several times how competitors are getting images in their Google AdWords ads, here’s how.

First, to have images show you must set up an account and created a structured data feed in the Google Merchant Center. The data feed will contain product information, a description, pricing, links to images, and location on your website. Once loaded you can link your Google Merchant account with your Google AdWords account using Product Extensions.

If you want to try Product Extensions check out this article on how to do that that even contains a link to set up your own Google Merchant account.

Product Extensions are just one of the extensions that Google now makes it easy to use in Google AdWords. Recently added was location extensions and phone extensions for click to call. What is new is that now you can even set up a tab in your AdWords control panel to get quick information about activity on your special extensions.

If you want to enable the new tab to view interaction with these new extensions in your Google AdWords account check out this blog post from AdWords.

I think using extensions is an excellent way to expand the reach and relevancy of your Google AdWords program. Make sure you have enabled these things in your own account for better performance.

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AdWords Content Network – Excluding Below the Fold Placements

The team at Google AdWords has been incredibly busy this last month rolling out some super new features. Here’s one that is really great if you are advertising in the content network:

Exclude content placements that fall below the fold

The fold is the part of a web page that a reader has to scroll to see. In many cases to be below the fold means that you do not get the clicks, exposure, and return on investment that you need. For content placement in the top three to five ad spots on the side of the page or at the top of the page are preferable. As typically in the content network readers will rapidly scan content and may not even read past the first one or two paragraphs, having a top position can mean the difference between mediocre and great results.

Here’s a quote directly from AdWords on this topic and how to enable it for your content program:

“How to exclude below-the-fold placements

“Follow these steps to exclude below-the-fold placements for your AdWords campaign:

  1. Click the Campaigns tab.
  2. Select a campaign.
  3. Click the Networks tab and scroll down to the bottom of the page.
  4. Click the Exclusions link. You’ll see an “Ad group level” table and a “Campaign level” table.
  5. Within the Campaign level, click the Add exclusions drop-down menu, and select Exclude category.
  6. Select the “Below the fold” checkbox, and click Save.

“When you target placements above the fold only, the available inventory decreases. As a result, the winning bids for those placements are expected to be higher than for placements below the fold. So if you want to maintain your same campaign budget, we recommend increasing your bids. This will help you compete against campaigns that target placements below the fold, and other advertisers bidding exclusively on placements above the fold.”

You can read the full article and how-tos here in the AdWords help center.

The key here is that for above the fold placements, you will need to bid more, but your results may definitely improve. However anytime you advertise in content it is important to make sure to evaluate your return on investment after at least a 30 day period. Content clicks can suck your budget dry, so you only want to be in content if it generates sales for you or if you are working to establish your brand.

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April AdWords Trends

I have just finished doing my April reports for a large number of AdWords clients and I wanted to share with you a few interesting trends I am seeing.

  1. Impressions and clicks are up for many accounts.
  2. Conversions are trending up for many accounts as well. Some are showing results similar to February high conversion figures.
  3. Cost per click is really moving up for many geographic locations when local targeting is used. In some smaller metro areas the cost per click is staying static, but in major areas like New York City, Los Angeles, and San Francisco, the cost per click is really moving up strongly as more advertisers move back into Google AdWords and competition for the first page of results is ramping up.

If  you are thinking of Google AdWords, this is still a good time to get into the “game”. I am seeing strong movement that allows me to believe that real economic improvement for many business sectors is just around the corner. Get positioned in the “mix” before the crest hits!

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Google AdWords Explained

Google AdWords is a pay per click program. Pay Per Click programs, PPC or Pay For Performance are all the buzz in Internet marketing. The growth in web traffic generated by pay per click services is growing and a marketing option to be seriously considered. With PPC, you pay each time a web viewer chooses your ad listing link and clicks into your website.

Pay per click targets a specific audience reaching up to 85% of all Internet users in a cost effective and immediate way. There can be as much as a $20 return of investment for each $1 spent.

The first step is to select which pay for performance agent to use.

Although Yahoo has more overall visitors statistically, due to their Web properties, than Google, Google AdWords is the most productive pay per click vehicle and the place you should start with when you decide to advertise using pay per click. In the United States, over 80% of all Internet searches will start on Google first. With Google AdWords, you can see your ads in several hours, and have the ability to start and stop campaigns easily. You will show your products and services to millions of viewers and active shoppers using the massive reach of Google. Additionally Google AdWords will typically out perform Yahoo and MSN adCenter when it comes to generating conversions and return on investment.

The second step is to select your targeted keyword or phrases.

At this point you may want to consider increasing the density of your selected keywords in your website’s HTML code, your site’s description, and title. However, we have found that you can still experience great returns using PPC without revising your website, as your PPC ads are triggered by the keywords you selected that are tied to your ad and not your web site’s content.

The third step is to select your monthly budget.

You select the maximum amount that you will pay each month for click throughs to your website. Once the maximum amount is reached your agent will halt click throughs to your site automatically. Additionally, you will select how much you are willing to pay by keyword.

With Yahoo! Sponsored Search, you will be charged your pre-designated budget amount on a monthly basis in advance of the clicks. Clicks are then deducted from your account balance on a daily basis. With Google AdWords, you may pause a campaign or update your settings at any time. There are no minimum monthly spending limits and no contracts or long term commitments. You can select to be charged for clicks after they happen.

How much should you allot for a pay per click program?

I suggest that clients should set a budget of at least $500 and better yet $800 to $1,500 for 30 days of clicks on top of our fees for the first month. This allows Google to have enough budget to not minimally serve the account and allows us enough latitude to find the sweet spot for a market competitive cost per click.

When you are ready to get serious about pay per click for your business we invite you to consider our AdWords services. Not sure which account manager to use? Review our client ratings and testimonials as you evaluate your choices.