Getting the Most Out of Your Expanded Text Ads

If you are new to Adwords or are struggling with the results of your ad campaigns, here are a few tips from the team at ADFly to help increase conversion rates.

(Additional info can be found here:  Google support)

Parts of an Ad

Eye tracking software shows that the average person looking at google search results is only going to look at the first 3 results after ads. After that, they take action on a page or make another Google search. This makes having an attractive ad crucial.

Parts of an ad:

An ad has a Headline 1&2, Description, Path, and Final URL, and finished expanded text ads should look like:

ad-example

Headline 1:

Have something that is relevant to the content being searched. For SKAG (Single Keyword Ad Groups) a lot of times we will incorporate the Keywords in the ad group into the expanded text ads itself. Remember to capitalize the important words. A sound approach is if a word would be capitalized in a book title, then capitalize it in your headline. You are allowed 30 characters for both headlines.

headline-1-adwords

Headline 2:

ADFly uses this section of the expanded text ads for something to advertise your product, service, webpage, etc. For instance, if you were advertising for a painter you could put something like “Get Your Free Estimate today.” ADFly’s Single Keyword Ad Group strategy is to use a Call-To-Action in this field.

headline-2-adwords

Description:

Try to use things that are relevant and may improve your SEO. For instance, if you have painting service try to incorporate keywords like “house painting”.  If you have a specific location try to include that as well. You have 80 characters to work with in the description line and you get one exclamation point to use.

EX: House Painting Contractor in New York with Exterior Expertise. Schedule your Free Estimate Today!

description-adwords

Path:

This is a expanded text ads extension on your URL that is not actually in the URL. Use something the is very relevant to the information being searched. So, if someone google “House painter in New York City” have your path be “new-york” in the first path and house-painting in the next. The ad will then be programmed to show the link as “www.bestpaintingcompany/new-york/house-painting.”  People will look at this link as an if it is even more relevant to what they need.

path-adwords

Things to remember are to use lower case and use a hyphen between words.

Final URL:

This is the “landing page” that your potential customers clicking on your expanded text ad will go to. Make sure that you put the link exactly as it should be. If you replace any text in the Google Ad Words Editor, make sure you double check on your final path to see if any changes were made.

When complete it should look similar to this:

final-ad-adwords

Final Mobile URL:

Having a landing page that is made specifically for mobile is when this is needed. Enter that into the final mobile URL location and make sure it is correct.

Always take the time to double check expanded text ads and make sure that these best practices are implemented correctly. Setting your ads up in this way will lead to a more successful ad campaigns with higher conversion rates.

Digital Marketing and Your Business

Why Pay for Digital Marketing Services?

For over a decade their has been a buzz around digital services like SEO, SEM, social media and how they relate to your business.

However, there is still considerable confusion around what kind of results a digital campaign can provide.

Let’s take a closer look at the some of the key reasons to pay for digital marketing services.

1. Get More Visitors to Your Website

There are over 40,000 Google searches per second, and over 3.5 billion searches per day. Digital services can assist with driving some of those searches to your business.

How?

Read more about that here: Optimize your website.

Essentially, digital campaigns assist with getting valuable information in front of consumers. Google rewards the best content with higher search ranking.

2. Greater Conversion Rates

Digital marketing has derives significantly higher conversion rates than traditional marketing efforts.Traditional marketing emphasizes increasing awareness of a company’s product or service. Awareness, in this sense is general, which results in the use of marketing dollars on consumers not highly likely to purchase. Digital marketing emphasizes positioning advertisements in front of high intent consumers.

Using digital services like SEM or pay-per-click can increase a website’s search position. Read more about SEM here: Search Engine Marketing and Pay Per Click. Company’s that show up on the first page of Google are 98% more likely to receive a click from location specific searches.

3. Pay Less for Results

Youtube $ vs. Televison $$

Blogs $ vs. Magazines $$

Social Media $ vs. Mailers and Flyers $$

The world is more connected than ever because of the internet. Take advantage of large audiences on low-cost media.

4. Measurable/Data Driven Decisions

Traditional marketing efforts have taken heat over the years for their immeasurable nature. How many of our marketing dollars are really leading to sales?

Targeting demographic data (that millions of Americans reveal every day on the web) ensures that digital advertising dollars are applied to high intent consumers. Consumer feedback is tracked and recorded every time an action is taken on a piece of advertising material, and from their, digital marketers can extract analytics reports.Using these reports can funnel advertising efforts to the kind of consumer that has high intent  on a particular service.

ADFly offers detailed conversion tracking, and works tactfully to drive qualified leads to your business. In depth initial website

Learn more about what ADFly can do for you:

 https://adflydigital.com

Social Media Marketing: The Ask

Time to Sell Your Stuff

Social media marketers will tell you there is an optimal ratio of value-add posts to promotional posts for your company.

Four-time New York Times best-selling author and CEO of VaynerMedia, Gary Vaynerchuk will swear by the formula, “Jab, jab, jab, right hook.” Vaynerchuk’s boxing analogy goes like this: the right hook is self-promotion or selling, and jabs are aimed at triggering greater emotional connections with your company’s brand. He argues that there are too many companies pushing away potential customers on social networks by throwing too many “right hooks”. They go for the knockout sell, or ask, before first connecting with the consumer.

In previous blog posts we have discussed the importance of forming emotional connections and relationships with consumers on social media. Consumers have the power of attention. If what you produce fails to add to the social experience, they can ignore you. This will lead to fewer relationships and less selling.

Vaynerchuk’s formula emulates ADFly’s Three Pillar Approach to social media posting.

  1. Tell an Authentic Story
  2. Build Intentional Relationships with Customers
  3. Ask Customers to Buy In

The exact ratio may not be important, the key is to form relationships before asking.

The Ask

The leg work is done.

You have diligently followed the (not-so-scientific, but effective) formula to a successful social campaign. You have told a story that connects the consumer’s emotions with your brand. The online community is familiar with your social media identity and is growing fond of what your company stands for. Now it’s time to sell stuff.

Here’s how we recommend doing so:

Get creative

  • Interactive promotional deals
    • 100th like or subscriber gets a free…
    • “Tour our brewery and try our new stuff”
    • Visually appealing and engaging content-
      • Simple, Informative, and engaging piece of content by Backpocket Brewing in Coralville, Iowa:
      • The Weather forecast is getting Hazy!! Stop by 30hop in Coralville on Friday September 22 for your chance to enjoy a pint of our Hazy Forecast New England-style IPA before bottles hit the market on the 29th. Beer will be flowing from 5-7! See you there

        Posted by Backpocket Brewing on Wednesday, September 20, 2017

Make sure it works

  • When you expect more people to check out your page, make sure it works flawlessly, and people can convert when they are ready to do so.
  • “Reduce Friction”
    • Make sure there is as little resistance as possible
      1. Gimmicks make your promo look
      2. Don’t let customers second guess their decision

Be Firm with no hesitation

  • Honesty is crucial
    • It’s why they already love your story and brand- you’re straightforward.
    • By now it should be an “Of Course” buy-in from loyal followers.
  • Don’t be cute
    • If you’ve done the work to create the relationship, the customer will be ready for your “ask”.
    • You won’t need hedge statements or feel the need to hide what your true desires are.
  • Make it clear
    • Customers should know exactly what you’re asking them to do.

Master Social Media for Your Business

So, somebody finally convinced you that social media should be a part of your digital marketing campaign. Now what?

First, thank this person. Second, you are behind the curve, but there are some basic tactics that can help you get your campaigns off the ground and looking professional.

(Here is how ADFly approaches getting your social media campaign off the ground: Social Media Marketing: Getting Started.)

There are more than sixty existing social media sites available for use. It’s time to decide which ones are best suited for your company. Here is an overwhelming list of social sites: 60+, good luck.

Understanding the Top Social Media Sites

Let’s start with the largest social networking site in the world:

Facebook

Launched in February of 2004, Facebook changed the way the world did social networking.

  • Over 1 billion active users
  • More than 50% of users login once per day
    • The average time spent on site by these users is roughly one hour.
  • The platform is an important resource for accessing demographic data related to your potential customer

User’s are on Facebook to share engage and connect with people or things that are important to them. It is key to appeal to these interests.

What do people want to see on Facebook?

  • Video
    • In November of 2015, nearly 8 million videos were being viewed per day. That number is growing.
  • Photo’s
    • Posts with photo’s get about 40% more engagement than plain text.
  • Concise Wording
    • Posts with less than 250 characters typically perform at a higher level

Instagram

This platform was originally launched as a unique social networking platform for photo and video sharing. It has recently become part of the Facebook empire.

  • Over 400 million active users
  • The top users are 18-29 years old
  • More than half of the users access their account at least once per day

What do people want to see on Instagram?

  • High quality photos and videos
    • This hasn’t changed since its launch in 2010
    • Emphasize quality and relevance to your audience
  • Regular updates
    • Create a consistent schedule so people become used to engaging in your content
  • Likes and Comments
    • Give to receive
    • Like and comment on other company pages (or personal) that are relevant to your industry
      • You will likely grow your audience– at the very least maybe you open up a dialogue

Helpful tip: The Hashtag (#)

  • Posts containing hashtags receive almost 13% more engagement

Twitter

Twitter is still one of the top social networking platforms in play today.

  • 328 million active users
  • Over 80% of users access the site via mobile (importance of mobile optimization).
  • By the end of 2016, nearly 70% of companies with 100+ employees used Twitter for marketing

What do people want to see on Twitter?

  • Replies to comments
    • 77% of users feel better about a brand that had timely reply to comments and questions
  • Images
    • Posts with images receive double the engagement
  • Concise, attention-grabbing posts
    • Twitter allows 140 characters (now 280 for some) per post.

Now What?

These are only a few of the top social media sites you and your company must understand/utilize in a digital marketing campaign.

  1. Research the best sites for your company’s offering.
  2. Experiment.
  3. Figure out how your customers want to interact with your brand socially.
  4. Ask your customer what they want.

Growing Mobile E-Commerce

What is Mobile E-Commerce?

Defined: Mobile E-Commerce (M-commerce) is a term that describes online sales and transactions from phones, laptops, and other hand held devices.

The Trend

Consumer behavior continues to shift from retail stores to online purchasing. This trend is strengthened by the convenience of mobile shopping.

According to comScore statistics, 78% of mobile searches for a local business result in a purchase.

That is an alarming statistic that should inspire action for you and your business.

Important questions to ask:

  1. Is my website mobile optimized?
    1. Do large graphics fit the mobile screen?
    2. Are fonts easy to read and ergonomic?
  2. Is my website optimized for local search?
    1. Standard name
    2. Standard address
    3. More here: Local SEO
  3. Is my mobile site too complex? (Less complexity=faster site)
    1. 64% of smartphone users expect a mobile site to load in less than four seconds
    2. 40% of users will turn to a competitor for a better experience

(Stat Source)

Here is why these questions are important:

During their research on mobile e-commerce, Moz found that mobile conversions and purchases are still significantly lower than desktop conversions and purchases. However, they concluded that based on “time on site” and “pages viewed” metrics, mobile users still have high intent to purchase, and are likely to convert on another device.

Therefore, it is important that your company creates a quality mobile experience for customers.

The more time a customer spends on your site, the more likely they are to purchase.

*Increase time on site by 16% and increase conversions by 10%*

  • More consumers are turning to e-commerce
  • Of those consumers, a growing number is moving to mobile browsing for products and services
    • Conversions on those products/services are growing (still below desktop)
  • Mobile optimization of your company’s site will increase:
    • Time on Site
    • Pages Viewed
    • Click Through Rates
    • Conversions

 

Benefits of Single Keyword Ad Groups

Pay to Play

Paid advertising on search engines has existed for almost two decades. In short, search engines allow marketers to bid on industry relevant keywords to place their site at the top of the search list (read more about Pay-Per-Click).

ADFly uses a highly segmented approach to Pay-Per-Click called Single Keyword Ad Groups (SKAG).

Single Keyword Ad Groups

Single Keyword Ad Groups, as the name implies, is bidding on a single keyword placed within one ad group. Many ad campaigns will have 10-20 (sometimes more) keywords in an ad group. This often results in internal keywords battling for relevance. Reducing internal competition ensures you are bidding on the highest performing keywords and excluding the lowest performing keywords.

(Image Source– here is a good example)

Building out many SKAG’s will ensure customers are directed to a page that will give them the most value. Google rewards pages high in perceived value.

Why SKAG?

  1. Less complexity leads to less ad spend
  2. Higher CTR- ad groups can be matched to high-intent user’s exact searches to make your site more appealing
  3. Greater Quality Score
  4. Google rewards higher CTR and Quality Score which increases average position on the search list

All of these reduce the cost of the campaign. Researchers found that increasing quality score by just one point could result in a 16% decrease in cost per conversion (https://conversionxl.com/blog/single-keyword-ad-groups/).