Cost of brand campaigns rising? Here is what you need to do!

You are running brand campaigns for a client, and having a positive ROI on it already, but you think the costs for the campaigns are higher than what you expected since it is a brand campaign. What would you check at first to identify the problem areas, and how would you fix them?

Auction Insights

First check the auction insights. Since the cost is higher than expected, it is possible that the competitors are also bidding on the same keywords.The following actions are needed to be taken

  • Go through auction insights and check which competitors are bidding on your trademark terms.
  • File a trademark complaint with the respective search engines. You can file a complaint if your brand name is trademarked which can prevent the advertisers from using your trademark in their ads. This can negatively affect their quality score.
  • Get into mutual agreement with your competitors  – to not bid on each other’s brand keywords. This might or might not work.
  • Use automated bid strategies like target search page location or target outranking share for your brand campaigns. Monitor the performance of these campaigns for few days and then take required actions.

Check if you have assigned higher max CPC

There are scenarios when we set higher max CPC for keywords. This encourages the search engines to charge you more than necessary for keywords. In such cases we can reduce the max CPC of keywords for 5% to 10% every consecutive week and check the performance of the campaigns, based on which we can take relevant actions.

Check your ad copies

There are instances when we create new ad copies, the CTR decreases and the CPC comparatively increases. Eventually the client is spending more. In such cases check the messaging of the ad copy if it is relevant to the keywords present in the ad group.

Google Ads to remove two automated bidding strategies late June

Google has decided to remove its two automated bidding strategies – Target Search Page Location & Target Outranking Share in late June.

It has also announced that all the campaigns that have been using these strategies will be automatically migrated to Target Impression Share which was introduced in November 2018

Target Impression Share offers more flexible and granular controls to optimize for your desired impression share and search page location. And you can use “Absolute top impression share” or “Top impression share” to aim for the top of the page using Target Impression Share.

Starting in late June, advertisers will no longer be able to add new Target Search Page Location or Target Outranking Share bid strategies. Later this year, existing campaigns still using these strategies will automatically be migrated to the Target Impression Share strategy based on previous target locations and historical impression share.

Sagar Shah, Product Manager, Google Ads

Since google has already announced this change. It would be smart of campaign managers to migrate their existing campaigns to Target Impression Share strategy themselves, rather than wait for google ads to automatically get it done.

Life Of a PPC Specialist!

Doctor, Banker, Software Professional – Self explanatory professions do not need any elaboration. But when someone has never heard of PPC, the response is somewhat the same – “Whats That?” And I always end up explaining my friends that If a time comes in their life that they decide to start an online e-commerce store, they would desperately need me!

What makes us so unique is that we play a very important role when it comes to how much money a company can make. Money – Makers, yeah! You can call us that!

What is PPC?

Paid Search Marketing or Pay Per Click (PPC) is a way of online marketing where advertisers pay a specific amount each time when their ads get clicked. They bid on Keywords to get their ad show up in required placements on the search engine pages, paying them amount each time when the ads get clicked.

Life of a PPC specialist

So basically, this is what we do everyday.

Checking Emails, answer client related queries.

Setting up new campaigns, monitoring the old ones, analysing the keywords and optimising them, controlling the client’s spend, increasing their revenues and orders, engaging the users to convert.

Getting updated – reading blogs, magazines and latest trends.

We have special traits which makes us different from other species, critical thinkers and whatever decisions we make should be clear, rational, open-minded, and informed by evidence. We are good at Mathematics. Daily calculations, observing the trends, increase and decrease the bids, how much I bid on which device, how much can give me a safe margin, our calculations should always be right and it always saves the day. We have high tolerance for change and stress. We need to be always up to date with the latest trends going on in the market because in this industry there is always something new coming up now and then, new rules, new features, new theories and this requires flexibility, tolerance and an ability to remain calm.

Working Hours?

We don’t have specific set of working hours, because if you had set up working hour for us, we would probably end up working more than that. As the day in the office starts, first thing what we check is the mails, and after caffeinating ourselves, we settle up and reply to those mails.

Routine can be hectic, but it is never boring. I personally feel it addictive. And if you are looking forward to join this line of professions, then this is a great choice!!!

Bing Ads: Action Extension releases and how can we use it?

Bing ads announces the global release of action extension on April 3rd and here is what it looks like.

Credits: Bing Ads
Credits: Bing Ads

Bing Ads Exclusive

This is a Bing Ads Exclusive and it boasts about 70 predefined action extensions which can be implemented by advertisers across different verticals.

The extension allows advertisers to give clear call-to-action, it is clickable and drives customers to required landing page.

Key Details by Bing Ads

  • Clicks on Action Extensions will be charged the same cost-per-click (CPC) as clicks on the ad headline.
  • Can be shown with other extensions
  • Can be associated at the account, campaign, or ad group level, where the lowest level takes precedence. There is a limit of 20 associations per level.
  • The URL fields are all optional. If the URL is not provided for the Action Extension, we will use the ad’s URLs (or the URL at the keyword level, if provided) as the landing page when the call-to-action button is clicked.

This extension is unique and it is not available in Google Ads. This is Bing Ads exclusive and it would be interesting to note how it effects CTR & CVR.

The action extension is available in all Bing Ads markets on both desktop and mobile devices.

Shopping Cart

Why is my conversion rate dropping?

Has your conversion rate (CVR) dropped drastically week over week? Well, this seems like a matter of concern, after all a drop in CVR means that your visitors are not converting after visiting your website. And understanding the reason for the drop as soon as possible can help you bring your conversion rate back to normal.

Here are some issues that you need to check when your conversion rate drops.

1. Landing Page Error

Whenever you notice a conversion rate drop, the first thing that you should do is check if there is an error in the Landing Page. Suppose a potential clicks on your ad and experiences a 404 error, which means that your landing page is not loading. Some reasons for it can be that there is a broken link or the page has been deleted.

Always keep an eye for such issues and regularly audit your website for such issues.

2. Product Out of Stock

Nothing can be disappointing for a user more than finding out that the product is out of stock after clicking on your ad.

From time to time check for such issues. If the product is out of stock, it is better that the respective ad or ad group be paused. Even minor issues could have a big impact on your conversion rate, and can result in any drops.

3. Ad Message not matching Landing Page Message

The offer on your ad should match the offer on your landing page. There are instances when the offer on the website has ended but the ads regarding it are still running. In such cases those ads need to paused and ads with relevant messages need to be active.

4. Traffic Quality

The obvious solution to non-converting traffic is to add negative keywords to filter them out. But we wouldn’t exactly be breaking new ground with a tip like that. And let’s be honest, you’ve probably already added negatives.

Make sure that you are using the right match types while adding the negatives. For example if you are running services for car washing then search term like “car washing jobs” is definitely not getting you any conversions. So better add “jobs” as a broad negative rather than “car washing jobs” in exact negative.

Also, there are instances when you are running social media awareness campaigns, chances are that a lot of unwanted traffic visit your website. In such cases this traffic is included in your re – marketing lists, and when these lists are used in your re – marketing campaigns – conversion rate drops.

5. Site Speed

Delay in your site speed can definitely lead to visitors leaving the site without converting. According to study by google 53% of mobile site visits leave a page that takes longer than three seconds to load.

Be sure to test site speed regularly and ensure images are compressed and all the plugins work properly to keep site optimised.

Speed equals Revenue.

These were a few checklists to go through when you observe a drop in your conversion rate.

Few methods to implement:

  • First, analyse the problem
  • Run split tests to determine what is working
  • Analyse weekly performance
  • Optimise your landing page