Maintaining your position in the midst of myriads of same services is like a big challenge. However, as you have decided to be part of this platform, you have to overcome the challenge. Don’t worry. You have a way to do so with your head held high. Google map advertising is thought to be one of the most impeccable and imperative resources that can belch out plenty of profit making options for your web based business. If you wish that your site gets adequately noticed in the crowd of service providers then Google map would definitely be a strong and forceful option.
How does it work for you?
Google map advertising invariably and definitely makes ample room for tons of profits for you. It is a particular system or facility that allows your establishment or business the leverage of local ads. You can bet that these local ads can prove to be a significant factor. By means of these local ads published on the platform of Google maps can bring in new business opportunities. With the help of Google maps you are really going to unlock huge profit potentials for your business.
Google map can prove to be a benevolent friend for small business
When you choose to advertise on Google maps you make it certain that your businesses, products and services are going to play on a much larger platform. You are going to have access to the international market now. In case you are a small scale or medium sized business entity you should take note of these advertising solutions. Google map can really prove to be a compassionate friend for small business.
A very pragmatic approach of advertising
It has to be admitted that Google map advertising is a practical and pragmatic approach of advertising. It is meant to bring only benefits to you. You are going to save a significant amount of money by choosing to advertising through this platform. Make it a point that you would keep a razor sharp focus on the facts that have been expounded here. Google maps are really great factors that you should be able to consider if you have an eye for record breaking growth of the business of your web based interface. Choose to flail the power of Google map advertising and be progressive in your respective field of business.
You have been in the domain of online business for a while and till date you have been surrounded by trials, tribulations as well as diverse range of challenges that thwart your rapid growth and profit. You must have been bored with such a situation. Now the Million Dollar question is how to get the better of the situation? Well you do have a way to do that. You can give a face lift to all your professional efforts by resorting to proper and impeccable pay per click advertising campaigns.
Lower cost factors
As you come to think on the subject of the pay per click advertising management facilities you need to understand the aspect of affordability pretty well. You should be aware of the Lower cost factors in the first place. You should know that there are no other better options in terms of saving your financial resources.
You gain high as an advertiser
You should be on familiar terms with the fact that you are definitely going to gain high as an advertiser. When you choose to advertise your products and services on the portal of PPC you do get the as leverage of repeated as well as regular visits or traffic. PPC advertisements are actually thought to be the best means of spreading your commercial messages. PPC advertisements are actually thought to be the best means to win the laurels from your regular consumer base.
Your revenue streams get heightened
By means of the pay per click advertising management facilities you are going to earn surefire benefits. Steady as well as increasing revenue is the most important thing for you in online business. PPC advertisements are going to assure you on that department. Your revenue streams are really going to get heightened. So you should make it a stringent point to focus on specific PPC techniques and tactics that can get you bets of results in quick time span.
Be sure to keep the facts related to pay per click advertising management properly as well as flawlessly registered in your mind. pay per click advertising channels are going to give you access to your most targeted niche. By means of the pay per click advertising methods you are going to get your hold on significant and reassuring revenue streams that have long been your dream. You are not supposed to ignore the crucial significance of pay per click advertising management in the entire cycle of digital or online marketing.
Google AdWords provides advertisers with various and plentiful statistics on how their campaigns, ad groups, ads and keywords are performing. These include metrics such as amount of clicks by time, date, location and user search terms as well as information on how users interacted with any ad extensions.
What all this information doesn’t tell us is what happened after the ads were clicked on. AdWords responsibility towards driving qualified users to a website ends abruptly once the click contract has been fulfilled and provides no functionality towards tracking users afterwards, with one exception.
Conversion tracking is an immensely useful tool to implement, despite some difficulty in setting it up initially. While most AdWords tools are either immediately available or need some minor work in setting up (such as the location ad extension) conversion tracking requires some coding knowledge and website access to get going. The returns however are immense and can not be overlooked. Conversion data can be combined with other metrics to identify the most lucrative advertising periods, keywords and audiences. AdWords’ Enhanced Cost Per Click bidding strategy uses information from known conversions to better target new users and has been shown to improve average CPA.
We won’t be covering conversion tracking in its entirety because I’d like to advocate the use of another far more powerful user tracking platform, Google Analytics.
Analytics can be used independently from whether AdWords is set up or not but can be linked with a PPC account for data to be shared between both. This means that setting up Goals in Analytics, the equivalent of conversions, will reflect in AdWords and allow conversion tracking functionality. Linking Analytics with an account that already has conversion tracking set up can however lead to some problems, such as conversions being double counted. Since the process of setting up Analytics on a website is almost identical to setting up conversion tracking it’s recommended to set up the former.
So what additional benefits does Analytics offer Pay Per Click accounts besides all the information already present and available in AdWords?
User behaviour once and after they have landed on a website that is tracked includes the following:
The percentage of users left the website without viewing another page or completing a valuable action.
The percentage and amount of users that have not visited the website before.
Pages / session
The amount of pages viewed within a session.
Average session duration
How long a user spent time on the website.
Page view behaviour
User page views are recorded and can be analysed to see which page views tend to lead to others.
The above figures can be combined with various date ranges as well as particular PPC campaigns and keywords to examine their respective performance.
The enriched after-click data that Analytics offers existing AdWords accounts can be very valuable and should not be overlooked.
Market research is one of the important tools that give you an insight about the latest trends on the market. It also helps you know that what kind of services and products can be profitable for you. Even if the latest products and services are available with you, market research will help you know if they are capable of meeting the expectations and needs of your customers or not. This is like doing homework. By doing your homework, you will be able to learn if you need to modify your strategies, change the packaging of your products, improve your delivery methods, and many more. So, how to do market research for a product?
Let’s get started:
Define your objective for market research – This should be the starting point of your market research. This will help you keep it focused. Let us suppose – you are a furniture retailer and going to launch your latest range modular furniture in the market. So, before you launch it, you need to research if your customers will like it or not, if it will be able to meet their requirements or not and how much your customers will be ready to shell out for the same.
Know your market, competitors and consumers – After defining your market research objective, you need to gather some important information regarding your market, consumers and rivals.
- When it comes to your market, you need to know its demographics, like sex and age. You should also figure out how your entry into the market impacts it and your customers. Finding out whether you are operating in a market with stable economy or not, is equally important.
- When it comes to your customers, you need to find out who your potential customers are and how to they accept you. You should also find their geographical location. Who can be your ideal customer(s) – getting answer to this question is also vital.
- As far as your competitors are concerned, you need to know their profiles, their strengths, as well as, their weaknesses. This will help you develop new and effective strategies or modify the existing ones.
Collect information – There are two ways of collecting data. They are – Qualitative and Quantitative. The former involves less number of people, like – in-depth interviews and focus groups. The latter (Quantitative) involves a large number of people, like – questionnaires and surveys.
Interpret the findings, draw conclusions and zero in – What your market research depicting? Getting answer to this question will help you understand that what your market is looking for. Draw conclusions from the findings and then decide on any particular marketing strategy. This is how to do how to do market research for a product.
Google has announced their planned improvements to AdWords which they will be rolling out in the near future. Any online marketer worth their salt has already watched the live stream and come to their own conclusions about what these planned changes means to them. As an online marketer myself I have a few thoughts I’d like to share.
Google has been driving home the importance of mobile devices for a while now and they even go so far to admit it themselves. They were smart enough to anticipate mobile adoption, especially since they had a vested interest with the Android platform and the Google Play store falling under their umbrella. However they can’t bank on AdWords advertisers being similarly enlightened or forward thinking and have altered how AdWords campaigns are set up to naturally include mobile devices. This way the mobile ad market won’t be under populated or monopolized by the enlightened few.
However this is all old hat for those in the know. Google stresses that we shouldn’t be focusing on the devices themselves, but instead the users of those devices, especially since it’s the user that will be buying your product and not their smartphone. It was probably inevitable that the focus did shift from people to devices in the bid for mobile advertising adoption to pick up. Google would like to realign our efforts to back to the customer.
Using cross device data to supplement a user’s search results is one way of doing this. If a user does a mobile search, and that search is relevant to an app on their device, then an ad can display to take the user directly to the relevant content in the app. This aids users in learning the value of apps that they have installed but haven’t come to use often yet.
This sounds like an elegant re-engagement mechanism, if it weren’t for the fact that the ads still need to be paid for. It could too easily become habitual for users to use this shortcut as the method for accessing relevant content on the app, at the cost of the advertiser, instead of converting to using the app naturally. This might not matter to Google very much, because they are keeping true to their promise of offering user re-engagement tools whilst making a healthy income from it.
Google mentions that there is an 80% drop off rate in app usage after installation. This is a horrifying statistic for app developers, who wish to retain all of their users if they could. It might just be me but I feel there’s an intense effort here to minimize an ugly statistic, which is otherwise just natural human behavior in my opinion, by introducing a monetization mechanic. I’ve sampled lots of things, never to return to them for a reason. If I only use an app once it is most likely because it wasn’t useful or engaging enough in the first place or had some other irredeemable quality. Granted it is good practice to delete apps that you don’t intend on using from your device but that is not a human behavior that comes naturally to most.
All said Google will nonetheless let app owners remind their audience that they do in fact have their app installed. It would be interesting to see how online marketers ultimately respond.
Moving along, Google announced new bulk action tools for AdWords. The idea might be that we shouldn’t be dependent on external methods (like AdWords Editor) for general edits, even if they affect a large number of variables. This extends further to their announcement of Advanced Reporting, to discourage downloading data and manually manipulating it, and instead seeing all the information you need live inside AdWords.
I’m excited for these last two mostly because they are core, elegant and thoughtful improvements to the tools we use most often every day. Their addition should have immediate noticeable effect on one’s day to day usage of AdWords.
Google’s also expanding with experiments, where you can make changes to your campaigns and compare them side by side. This might become one of the most useful and used tools in AdWords. Why implement any changes immediately when you can sample what results you would gain from it beforehand? It has the potential to change online advertisers’ penchant for acting on guesstimates and instead have every change be done in significant security about what it will cause to happen.
All in all while not revolutionary Google are continuing to update and improve AdWords whilst trying to stay ahead of the game.
If a Pay Per Click advertiser started off only working with the Google Search Network then switching to or expanding to the Display Network might be somewhat daunting. The first thing one might notice is how differently keywords are handled, in that they aren’t necessarily needed at all.
Instead various targeting criteria, used to qualify your intended audience across Google Display Network websites, are employed. The tools at your disposal are:
- Display Keywords
Unlike regular keywords these are used for context in websites, to find pages that are related to what you’re advertising.
- Manual Placements
A very powerful tool, placements lets you decide exactly what websites you are interested in advertising on. Of course these websites must be opted into the Google Display Network.
These are like Display Keywords but more broad in scope. You select general categories that are relevant to your ad and then Google finds websites that matches those categories in content.
So far we’ve been targeting websites and their content. Google surreptitiously tracks the websites that internet users browse whenever it can which allows us to target ads to users that have shown interest in relevant categories. So the vital distinction here is that we are not necessarily showing ads on relevant websites but instead to users that have been on relevant websites.
- Gender & Age
These are actually two distinct targeting parameters but they are self explanatory enough to lump them together.
You can combine multiple targets but bear in mind that each one limits your exposure, not expand it. So a potential user needs to be applicable to both targeting A and targeting B before your ad gets served. If there are little or no octogenarians that have an interest in skateboards then try not to use that age and topic combination.
Just like negative keywords in the Search Network you can add targeting parameters that exclude users to which it applies. This will become very important, as I will explain soon.
By far the most powerful tool here is manual placements. With all the other tools we are trusting Google to be reliable and accurate, which are not always guaranteed. Except for manual placements we are targeting characteristics of users that are collected, estimated or even guessed at. Of course we aren’t even targeting the user personally, just the device that they browse the web on. It is possible that the tablet, laptop or personal computer that has become associated with certain browsing habits is shared or becomes shared with another person. Users that
So eventually only with manual placements can one be confident that the website showing your ad is showing it to a relevant audience, because why else would someone have visited it?
Until you start curating where your ads appear you may be surprised where they might pop up otherwise. For this reason you may want to use the Display Network’s site category options to exclude types of websites that don’t line up with your ad’s message. You can choose to not display your ad on websites based on what type of content those websites carry or what type of service they deliver. For example you might want to avoid placing your ad on a gambling website or one that contains profane language.
So far we keep referring to ad platforms as websites, which is correct for the most part. However the Google display network extends to their Google App network for mobile devices. You may find that your ads aren’t appearing on websites at all but on Android games and apps. This market is undisputedly very different and if you are not overtly aware of it when you launch your advertising campaign then you might be capturing clicks from disinterested or irrelevant parties.
Like the shared family computer, targeting a device isn’t like targeting a person. It is not unusual for a typical mom or dad to browse various websites on their tablet and then hand it over to their child to play games on. Serving ads about the latest fashion trends in high heels or camping gear won’t hold sway over little Timmy playing with his edutainment app. And if he does tap on your ad, incidentally or not, it would be a wasted click.
You can avoid advertising on mobile platforms by adding the GMob mobile app non-interstitial category as an exclusion.
Ultimately with all PPC campaigns you need to constantly experiment and monitor the results. A portion of your budget should be allocated to finding new marketing strategies, especially so in the first few weeks. This counts double for the display network since you’re using broad audience qualification parameters than simple Search Network keywords. Also if you don’t start off using manual placements, which is fine if you don’t know where your target market spends their time, then you don’t know where your ads may end up.
There is no sure fire strategy here since every marketing campaign is unique. It is up to the advertiser to see what works and what doesn’t.
The dynamism of the algorithm and analysis based on consumer psychology make the search engine marketing a complex subject. Here, the pay per click attempts to work on three angles of dynamism, where you need to maintain a link between the traffic, search engine, and advertisers. The crux of analyzing the market reveals that the people mostly hit the paid ads. They do not intend to conceal their entity, but always look for the products that satisfy their needs. Thus, it is important that you place the product through a thorough research of its target audience.
Correlating marketing advantages
In case of the search engines, it is the balancing factor between the users and the promoters, where the prior gives the user base, and the promoters provide the revenue for the services given. The promoters or advertisers receive the unique platform to display their offering, for which the market craves. Here, the vantage point is, as you give the search engine its required data, your own entity will be promoted. On doing the market analysis of pay per click, you will link up the strategy that co-relates all the parties involved in the online marketing effort.
Traffic boosting keywords
To analyze the online market, your main target needs to be mastering the keyword research, organization, and grouping. The traffic indication through the keyword will help you to segregate the customer type and other aspects of target segments. This leads the content to be promoted to the right group of customers, which in turn create keyword traffic data that helps you in goal conversion and keeps you miles ahead of your competitors. Market analysis will give you a host of positive factors like identifying proper keywords to tap the potential traffic source, converting the key groups to the Ad groups, creating Ad text as per the keywords, having a proper landing page for more traffic, and many more.
One of the first calculations we make, or shown automatically, when we are presented with impression and click data on an ad group or campaign is to divide the clicks by the impressions. Multiply that result by a hundred and then you have your expected Click-Through Rate (CTR) expressed as a percentage. Your CTR represents how much traffic it captures typically and its exact value usually depends on what you’re advertising, how you’re doing it and to whom.
We care about having a CTR that is not abysmally low for two reasons. Firstly it is simply common sense that an ad that is racking up impressions but not clicks isn’t serving you very well. While impressions (in the Google Search Network) doesn’t have a monetary cost you will however pay in other means. It takes time and effort to set up an ad campaign which you should be rewarded for. Even if time and effort is negligible you are nonetheless serving dysfunctional ads for keywords that could otherwise be giving you returns. These points may not be sufficiently discouraging to stop this behaviour, which is why AdWords steps in to prevent it. AdWords compares the CTR that you are getting with what it thinks you ought to be getting, adjusting for ad position and market forces, and if given sufficiently disappointing numbers your Ad Rank will drop. This may even cause your ads to stop serving altogether if their ad rank wasn’t good to start with. Not having your Ads prevented from showing is the second reason why we take CTR seriously.
But not too seriously. An ad’s CTR is not the sole indicator of its performance. It is possible, nay easy, to create compelling ads that captures swathes of traffic while being completely irrelevant to your business. This is why it’s important to qualify your audience with your targeting and ad text. Irrelevant clicks are a direct liability and a drastic misappropriation of marketing funds. So let’s see how to keep them relevant.
Using tools in AdWords to control when your ads show and to whom is the first step to optimising your CTR and relevance. By excluding markets that wouldn’t be interested in your product or service in the first place you’ve avoided both pointless impressions and irrelevant clicks. If you have a food delivery business that operates in a particular set of suburbs then it would be best not to advertise in the greater metropolis. For that matter it would sometimes be best for your ads not to serve at times when your business is closed.
Optimising your targeting parameters can influence your CTR to either increase or decrease, but because we have removed a lot of uninterested parties we can expect it to improve.
As the second part of qualifying our audience we have to use ad text that captures people’s attention without misleading them or incorrectly portraying the business or product. More compelling ad text that users are interested in seeing, such as real discounts, specials, vouchers and prices, will get them clicking. Being specific about what is being advertised and what people can expect once they’ve clicked allows them to decide about it beforehand. This is could actually decrease your CTR because of people deciding on the fly whether they are interested or not. Despite sounding counterintuitive we actually want his to happen. If you can get shoppers to gauge their willingness to purchase before they click then you haven’t wasted a paid click on them making that decision on your website instead.
So we have come to a shocking revelation. There is a scenario where implementing a marketing strategy that reduces your CTR is actually a good business decision. We have a metric that indicates this and it is called conversions.
Conversion tracking offers a way of measuring which ad and keyword combinations result in clicks that actually lead to valuable actions. It is one thing for someone to read your ad, click it and land on your website and it is another thing for them to order services or purchase products thereafter. It will also tell us when a change that reduces CTR actually improves sales. Once conversion data starts rolling in it’s possible to judge what keywords are getting clicks but don’t lead to conversions and which ones do. From there it’s pretty easy to optimise. From this data we can start estimating profitability. If we look at an ad’s average Cost Per Click (CPC) and divide that by the conversion rate then we get an estimation of how much each conversion ultimately costs. If that value is less than the average worth of a valuable action on your website (minus expenses that aren’t ad related) then the ad campaign is returning a profit.
Setting up conversion tracking requires some technical skill in regards to HTML code and editing your website. It’s not terribly difficult but some assistance from your web hosting company may be needed. Failing that, either grab the nearest computer-literate person or just try to wing it. Google offers some decent step-by-step instructions here. It’s important to identify what a valuable action is on your website. Often it is not enough that a person has simply viewed your contact details page as we have no way of measuring if that directly resulted in a call or email. However a purchase or transaction is solid ground for measuring returns. We then have a middle ground, where the monetary value of a measurable action, such as signing up for a newsletter or submitting an application form, has to be estimated.
Conversion tracking does require extra work in the form of setting it up, monitoring it and optimising it but offers valuable insights that should not be overlooked.
Getting good sales leads to your website is a deep and rich topic for which many words can be typed. It would help then to condense it to something terse and digestible. Let us look at a few primary areas of interest: Targeted Advertising. Call to Action Motivation, Landing Pages and Sales Funnels.
Google AdWords offer various options on specifying who sees your ads. It’s possible to limit by physical region (in so far as IP address associations with geographical areas permit), time of week and time of day. Of course you are already targeting an audience by nominating certain key word and phrase combinations. Display network campaigns have further options such as where they appear (manual placements or by interest) and to whom based on interest profiling. These mechanisms ensure that your ads will only appear for and thus potentially be clicked on by interested parties.
Google’s Ad Quality ranking motivates advertisers to optimise their ads to be relevant to their market lest they be penalised by lower ad placements, increased Cost Per Clicks (CPCs) or being prevented from appearing. This helps Google as much as it does for advertisers since it keeps all results on Google’s Search Engine Results Page (SERP) relevant and useful. What it does for advertisers is hopefully reduce the negative impact of bad advertising methodologies to some degree, although that responsibility still ultimately falls on the marketer’s shoulders.
This initial step is has a huge impact on sales quality and deserves to be discussed at length, but is not the subject of this article. As long as the basic principle of “advertise to those who want to see your ad” is not broken then we can continue to the next phase of generating good sales leads.
Call to Action Motivation
Advice on the wording in an ad often stresses the importance of including a call to action phrase. While that point isn’t disputed there is more to it. While practically any ad can be worded to become more alluring it must still represent the content that it links to, which we call the landing page. If an ad links to a page that doesn’t meet the user’s expectations then it would most likely result in the user leaving promptly. For this reason it’s useful to have different ads that cater to potential customers that are in different states of mind. Some people might be more interested in investigating a service while others are ready to perform an action of value. The latter should ideally be targeted and directed to your sales or sign-up page.
As discussed above landing pages are partnered with your ads. It would be a mistake to consider any changes to the one without taking the other into consideration. To sum up, be sure that the landing page is what people navigating to it is what they are expecting, and any actionable desires they may be harbouring can be performed on the page.
In the steps we have already covered, from audience targeting to customising landing pages, forms part of what is called sales funnels. What we ultimately want is conversions, whether that is a page view, a sign-up or a purchase. In many cases it’s a liability to direct unqualified traffic to a website, as any free or non-automated services that that site offers may be abused or simply inconvenienced. Once we have identified and qualified our leads by targeting and click motivations we have them on our website and wish to direct them to a conversion. Different leads require different sales funnels. People who are already fully informed of your service or product should be treated as such, and not sent to a “about us” or “frequently asked questions” page. Conversely less motivated leads should be informed of what you are offering them before you try to sell it to them. This will engender trust and brand awareness.
Pay per click marketing does not function in isolation and is part of a much larger system. If considered as part of the whole sales process then it becomes clear that it is the first in line of a number of increasingly subtle methods of generating a qualified conversion. If there is any disconnect between these parts then your customers will be the first to notice the dissonance. On the other hand the rewards of a harmonious and streamlined sales generation and sales funnel process can be immense, especially given the inherent customisability of Google AdWords Pay Per Click targeting.
Pay Per Click (PPC) is the cornerstone of advertising revenue for the three big search engine providers today, namely Google, yahoo and Microsoft. Google’s AdWords has the greatest online presence in the search engine advertising sphere so Yahoo and Microsoft have consolidated their efforts into the Yahoo | Bing Network. With AdWords now Google’s biggest source of income we may want to explore what PPC is and how it rivals traditional advertising.
With every new communication or broadcasting medium comes a new avenue of advertising. What would newspapers be without the classifieds or full-page ads? Telephones enabled telemarketers to talk to you about their new amazing product within your very home. Watching the Super Bowl wouldn’t be the same without the half-time commercial spots. In all of the above examples advertising took advantage of the capabilities of the medium. With colour printing came colour ads. Jingles that were popular with their respective brands on radio easily made the jump to television, with the added benefit that listeners were now also viewers of their product.
If advertising adopts the capabilities of the medium it inhabits, what then are the hallmarks of the World Wide Web that all before it significantly lacked? In short, interactivity.
A person had a binary choice with the consumption of an advert in a newspaper, on the tube or over the radio. Either you paid attention to it or you didn’t. Marketers also only had one choice in the delivery of their ad, which magazine, television channel or newspaper would display it. This was the interface between the marketers and the world. They could only hope that their advert will reach its broadly indicated audience and that some response will be merited, often difficult to measure directly. Traditional advertising is a one-way street.
The internet is not.
Whereas a person used to read, listen or view content, now they browse. That indicates that they are being selective and thus constantly engaged in the material. That’s a great boon in itself already but the real gain here comes from the information we reap from customer behaviour. Thanks to the two-way nature of the internet we can now learn a little bit about the people who showed interest in your ad, and maybe even about those who did not. At the forefront of this marketing revolution sits Google AdWords.
There are two fundamental methods for navigating and finding information on the web with a web browser. Clicking on hyperlinks and using search engines. The latter provides the user with relevant sources of the former. Google has become so ubiquitous in this regard that it has embedded itself in today’s lexicon.
Google is focused on delivering rich, relevant information to its users and to that end applies the same philosophy to its advertising services. With Google’s AdWords the lofty goal of displaying your ad to as wide an audience as possible is discouraged. Narrowing your audience, designing your ad with the intended customer in mind and essentially second-guessing what a user would want to see are the recommended practices. To facilitate this Google has added functionalities to AdWords that provides multitudes of feedback on customer behaviour in near real time. A marketer can now observe ad performance, experiment and adjust accordingly. This is the spirit behind targeted advertising, enabled by fast adoption of emergent technology.
It is increasingly clear that the next phase in advertising is proactive and it is online.