Changes to the Google AdWords Keyword Planner

BLOG-Changes-to-AdWords-Keyword-Planner-ToolFor years Google has provided a tool that helps the marketer find useful keywords to use in their campaigns. Found under the Tools tab in the Google AdWords interface, the Keyword Planner allows the user to find related search terms in order to make sure their ads show for as many searches by potential customers as possible. Other useful information the Keyword Planner gives to their users are the average monthly searches per month and suggested bid price for each search term. If you combine this information with the ability to geographically target a certain area, the marketer is able to figure out what kind of volume a product or service will generate for the customer and at roughly what price per click.

Inside the Google Keyword Planner tool there are two different sections that show search terms based on keywords the user types in a search bar. Until recently, the top section would show only search terms that matched the keywords that were searched exactly, and the bottom section would show search terms that Google felt were closely related. The user is able to check off terms that they want to add to a downloadable plan that they can use to help build their campaigns. Now Google has changed the top section to include variations and even abbreviations of the terms in the search bar in order to try and help the marketer(and sometimes NOT the keywords actually searched for, as those are lumped under near matched terms). Due to this new variation Google has added, the marketer now needs to take the time to go through the top section and make sure each search term is what they want in their campaign before adding it to their downloadable plan.

Although it will take a little extra time for the marketer to make sure Google is suggesting the right search terms, the extra terms provided on average will provide more relevant keywords and clicks for each customer. Moving forward, Google will likely continue to make changes to their Keyword Planner as well as other tools. As long as we continue to be open to change, we will be able to get more out of each tool Google has to offer.

By | June 5th, 2017|

LinkedIn Lead Gen Forms

BLOG-LinkedIn-Lead-Gen-FormsLinkedIn has introduced a new way for marketers to collect quality leads from on-the-go mobile users, taking standard Sponsored Content ads to the next level. Lead Gen Forms (https://business.linkedin.com/marketing-solutions/native-advertising/lead-gen-ads) deliver accurate user data to the marketer with just a couple clicks by the user.

With Lead Gen Forms, LinkedIn users will be able to engage with the marketer’s offer – such as a webinar registration or a whitepaper download – by clicking on a call-to-action button. Once users click on the ad, they’ll be taken to a form that is pre-filled with accurate contact information, extracted directly from the user’s LinkedIn profile. Marketers can chose the fields that mean the most to them, from the user’s name and contact info, to job title, company name, or even educational details. These chosen fields can then be saved as a template for quicker use in additional campaigns.

With a single click on the form page, the user instantly sends their information to the marketer, creating a new business lead. The user doesn’t have to type anything in the form, not only saving time but also preventing typos or other misinformation from being transmitted to the marketer.

Once the form is submitted, the user is presented with a confirmation page that connects to the marketers offer page or another URL of the marketer’s choice.

There is also built-in reporting in which the marketer can use to measure the campaign’s cost per lead, the lead form fill rate, and even discover which specific audiences are converting into leads.

Contact JumpFly today if you’re interested in learning more about how LinkedIn’s new Lead Gen Forms can help drive quality leads for your business.

 

By | May 22nd, 2017|

Landing Page Optimization for Paid Search

BLOG-Landing-Page-Optimization-For-Paid-SearchYou spend hours perfecting your keyword list to capture the highest quality traffic. You spend days creating the perfect set of ads to run in your beautifully organized PPC account. You then spend another day creating even better ads to A/B test against your initial perfect set of ads. You spend weeks pouring over data and optimizing your PPC account to bring in the best conversion rates at a lower cost overall. But before all that, how much time did you set aside to optimize your landing pages? A good landing page turns visitors into customers while a poor landing page results in high bounce rates and low conversions. Don’t overlook this very important piece to the PPC puzzle. Take a look at your landing page to see if you’re following these simple guidelines.

  • Create a visually appealing landing page. You only have a few seconds to get your message across before a visitor may decide to bounce. Make those seconds count! You want your potential customer to find the information quickly without any confusion. Create a page that is clean and easy to follow.
  • Make your landing page mobile friendly. Since 2015, the majority of searches come from mobile devices. If your landing page is not mobile optimized visitors will bounce immediately to find a page that is mobile friendly. Don’t miss out on potentially converting traffic just because your landing page is device specific!
  • Design compelling headlines and calls-to-action above the fold of your landing page. The important pieces to your page should appear at the top of your page to make sure that visitors will see the information upon page load. Create excitement through your headlines and page text and be clear about what you want the visitor to do next.

Focus some of your valuable time on creating a landing page that converts. We invest so much time optimizing PPC campaigns and forget about the important role that the landing page plays. Make sure you’re looking at the entire puzzle to create the best possible online experience for your potential customers!

By | May 8th, 2017|

Google AdWords Customer Match

BLOG-Google-Customer-MatchCustomer Match is an invaluable tool, allowing you to easily connect with your customers. Currently available on Search, YouTube and Gmail, Customer Match can help you increase brand awareness and drive conversions. By uploading a data file of your customers’ email addresses directly to AdWords, you can create or update a campaign to target your Customer Match audience. When those customers are signed into their Google account, they see your ads as they use Google Search, YouTube and Gmail.

Similar audience targeting using your Customer Match audiences is also available for YouTube and Gmail. This means that, much like targeting a remarketing list (and assuming you meet minimum eligibility requirements), you can target a similar audience by adding it to an ad group in your campaign.

Now Customer Match affords even greater flexibility by allowing you to add or remove specific email addresses or replace your entire list without having to create a new one.

Some effective ways to use Customer Match include:

  • Combining Customer Match with RLSA to market merchandise to your customer base.
  • Creating product-specific customer lists to create even more targeted ads based on your customers’ previous purchasing history.
  • Creating customized landing pages and ads for a particular subset of customers.

Customer Match also incorporates a number of useful features. Customer email lists don’t expire and there is no limit on how long customers can be kept in a Customer Match audience. If you have a Customer Match audience or similar audience in your manager account, you can also share them across other managed accounts. You can also use the AdWords API to upload data files and manage your audiences.

Customer Match is a natural extension of your marketing with a myriad of uses.

By | April 24th, 2017|

Amazon Marketing Services

BLOG-amazon-web-servicesAmazon Marketing Services has launched new campaign and ad creation tools. When you log in to your Amazon Marketing Service account you may notice an orange light bulb icon in the upper right corner of the main advertising screen. When you click on the orange light bulb icon this brings up some helpful guides that will walk you through campaign creation for the specific ad types that Amazon Marketing Services offers. For example, under the “Guide me through creating a campaign” section, you can select Sponsored Products, or Headline Search, or Product Display. Each one of those will take you step-by-step through the campaign and ad creation process. These are very helpful guides for anyone new to Amazon Marketing Services ads, as well as a nice tool that allows you to quickly try out an Amazon Marketing Services ad type that you might have not tried before.

They are also providing links to webinars and tutorials under this new “How can we help you?” section. You’ll find both introductory 101 style courses, as well as more advanced level 201 courses for Sponsored Products and Headline Search ads.

In addition, under the “Help Resources” section, you will find numerous help articles, including a Getting Started Guide, as well as detailed Optimization Guides for Headline Search, Sponsored Products, and Product Display ads.

If you are new to Amazon Marketing Services PPC Ads, and even if you have some experience with the AMS platform, these are great guides to help you get the most out of your Amazon paid marketing efforts. JumpFly does offer Amazon Marketing Services management, so feel free to reach out to us to see if we can help you with your Amazon needs.

By | April 11th, 2017|

Google AdWords Expanded Text Ad Best Practices

BLOG-expanded-text-ads-best-practicesNow that Google no longer allows you to create or edit standard text ads, it’s time to adapt to the new Expanded Text Ads (ETAs), if you haven’t already. ETAs do share some of the best practices of old standard ads, however now that there is 47% more ad space, there are several things to keep in mind to make the most of your ad copy.

  1. You probably spent a lot of time creating and testing your current text ads, and because of that, you may be tempted to simply stick in another headline, combine your description lines and call it a day. However, since you have been given more space, you should use it to make your ad more compelling and not just try to take up space. Consider the message you are trying to convey, the action you want your potential customer to take and any attractive offers you have.
  2. Put your most critical information in headline 1. Headline 2 doesn’t always show, and if it does, Google may truncate it, so this makes headline 1 more important. Like the old standard text ads, use compelling text and keywords in your headlines. Taking advantage of the extra space will allow you to better inform searchers before your ads are clicked. You might find it a little easier to create headlines that command attention now that you have a little more wiggle room.
  3. Google has taken care of automatically populating the display URL and as a bonus; they have given you two 15-character fields called paths. They are a great place to add the ad group’s keywords. Including them in these paths will reassure searchers that if they click your ad, they will get exactly what they are searching for. It can also boost your quality score!
  4. A large percentage of searchers will be on their mobile devices when they see your ads; therefore your ads should speak to those users, as well as those on desktops and tablets. Because ETAs have no device preference, the same ads will be shown across all devices. Ads need to be written and formatted in a way to work effectively no matter what device a searcher is using.
  5. Don’t drop your old standard ads right away. Once you’ve added the new ETAs, let them run alongside your old ads and compare the performance of the two. If they aren’t performing the way you want them to, give it more time or even test a new ETA. Once the ETAs are out-performing your old ads, you can pause them.

Creating and optimizing expanded ads may seem like a daunting task, especially if you have several campaigns running. Now would be an excellent time to start working with an experienced PPC management company, like JumpFly, and let a PPC specialist handle it for you.

By | March 27th, 2017|

Facebook Lead Generation Ads

BLOG-facebook-lead-generation-adsIn a world where people expect to be able to do everything on their phones, marketers need to really analyze what the conversion experience is like not only on desktop, but also on mobile phones. Not only is your website important (see a prior blog: Mobile and Paid Search – Why It’s a Big Deal), but the ad types are also important. Historically, lead generation on mobile has been difficult, specifically when forms are involved. I don’t know about you, but I abhor filling out forms on my mobile phone. I avoid it at all costs! Facebook caught onto this problem and came up with a great solution in the form of Lead Generation Ads (www.facebook.com/business/news/lead-ads-launch).

Facebook Lead Generation Ads make it incredibly fast and easy for users to sign up to receive information from businesses, like newsletters, quotes and offers. When someone clicks on a lead ad, a form opens and the person’s contact information is automatically populated based on the information they share with Facebook. That means you can fill out a form in just two taps! As a user, I am much more likely to submit a form this way than when I must manually fill out all my information.

Lead ads offer both standard and custom fields. You can include your own disclaimer, as well. While Facebook offers a wide range of form options, it’s best to keep it as short as possible to maximize your conversion rates. At the end of each Facebook Lead Generation Ad, there is a website link. Treat this like a confirmation or thank you page after someone fills out a form on your website.

So where does all the data go for these lead ads? Facebook offers some third party integrations including Salesforce, Marketo, Oracle, Constant Contact and more (www.facebook.com/business/help/908902042493104) . If you can’t use any of these integrations, there is a manual way to export your leads. Just go to Page > Publishing Tools > Forms Library and download your leads there. If you integrate, setup an autosponder to get in touch with leads right away. If you are downloading leads manually, try to respond within 1 day for best results.

We’ve seen incredible success with Facebook Lead Generation Ads. For example, we’ve seen email-only forms come in at less than $0.50 per lead and long forms come in at $5.00+. Compared to your cost per acquisition from sending traffic to forms on your website, these ads are almost always cheaper. We highly recommend giving them a try for your next lead generation campaign. Get in touch today and get started on Facebook Lead Generation Ads.

By | March 13th, 2017|

Google AdWords Attribution Models

BLOG-adwords-attribution-modelsAn attribution model is the rule, or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths. For example, consider the following scenario:
Walking to work one day, you accidentally drop and break your sunglasses. While waiting to cross the street, you start searching Google for sunglasses. You click on a Shopping ad and find a good site with a brand you like, but it’s time to get to work. Later that day at lunch, you pull out your tablet. You search Google again, this time for the specific brand of sunglasses. You click on an ad and end up on the same website. You browse and decide on a pair to buy, but lunch is over and there isn’t time. Later that night, you go to your desktop computer, Google the name of the store you went to earlier, click on their ad, and buy the pair of sunglasses you found earlier.

In this example, three different searches took place:
1. Mobile Device – keyword [sunglasses]
2. Tablet Device – keyword [sunglasses brand]
3. Desktop Device – keyword [store name]

You finally made your purchase on the last search of the store name on your desktop computer. So where does that conversion get attributed? Up until now, all credit for this conversion would be given to the last-clicked ad and corresponding keyword. The branded [store name] keyword and desktop device gets the credit. But what about the other clicks that happened along the way that led to that conversion? Shouldn’t they count for something? Enter attribution modeling for conversions. You no longer have to measure the success of your Google PPC campaigns based on “last click” conversions. Now, you can choose a model that suits your business specifically.

Attribution models give you more control over how much credit each ad, keyword and device gets for your conversions. You can reach customers earlier in the purchase cycle by finding opportunities to influence customers earlier in their conversion path. You can also optimize bids based on a better understanding of how your ads perform.

Conversion Attribution Models

AdWords offers six different attribution models:

  1. Last Click – Gives all credit for the conversion to the last clicked ad and corresponding keyword.
  2. First Click – Gives all credit for the conversion to the first-clicked ad and corresponding keyword.
  3. Linear – Distributes the credit for the conversion equally across all clicks on the path.
  4. Time Decay – Gives more credit to clicks that happened closer in time to the conversion. Credit is distributed using a 7-day half-life. In other words, a click 8 days before a conversion gets half as much credit as a click 1 day before a conversion.
  5. Position-Based – Gives 40% of credit to both the first- and last-clicked ads and corresponding keyword, with the remaining 20% spread across the other clicks on the path.
  6. Data Driven – Distributes credit for the conversion based on the past data for this conversion action. This is only available to accounts with at least 20,000 clicks and 800 conversions within 30 days.

Attribution modeling is currently only available for clicks on Search Network and Shopping ads on google.com. It is not yet available for interactions with Display Network ads and is only available for website and Google Analytics conversion actions, not for app, phone call, and in-store conversions.

The Best Model for Your Business

There is no right or wrong answer to attribution modeling. Get together with your marketing team and analyze your entire conversion path. Determine what each stage in that path is worth to your business. Once you can answer those questions, it will become clear which attribution model fits your business best.

If you’re already a client at JumpFly, just get in touch with your account manager and we’ll be more than happy to discuss the pros and cons of each attribution model and help you choose the best one for your business.

By | February 27th, 2017|

Expanded Text Ads in Google AdWords

BLOG-google-expanded-adsin 2016, Google made a huge announcement and introduced Expanded Text Ads to AdWords advertisers. Expanded Text Ads (ETAs) are a really big deal, literally. These new ad formats increase the amount of advertising real estate allowed for each ad by 47%. This increase in characters and space for ad copy allows advertisers to create more seamless and compelling ad copy allowing their business to truly stand out. The new ETA format shows across all devices (both desktop and mobile) and the ads wrap automatically based on the screen size of the device being used.

The addition of Expanded Text Ads was a big change for Google, arguably one of the biggest since AdWords was launched 15+ years ago. The new ETA formats effectively end the 25-35-35 regular text ad constraints. Instead of one 25-character headline, ETAs allow paid search advertisers TWO headlines each with 30-characters. ETAs also boast a longer description line, going from two separate 35-character lines of text to one 80-character description line. This change helps advertisers to get their message across without having to worry about writing two separate lines of ad copy, instead opting to craft one longer unified message for the ad. In this new ad format, the display URL is also no longer manually entered, but is automatically populated from the final URL that is provided. Another noteworthy upgrade to the display URL is the addition of two full customizable 15-character URL path fields that are appended to the end of the display URL on the served ad.

All this information is fine and dandy, but what does it REALLY mean to AdWords advertisers? Do ETAs perform better than standard legacy text ads?  The short answer is yes, ETAs that are created the right way can outperform standard legacy text ads by as much as 15%. The click-through-rate (CTR) of expanded text ads is typically better, as is the conversion rate. Perhaps this is due to the larger physical space the ETAs are taking up, or maybe it’s because advertisers are able to use the two headlines to capture the attention of the searcher, and then give users as much detailed information as possible in the 80-character description line. Either way, the performance of Expanded Text Ads appears promising.

If you are a current advertiser interested in implementing ETAs in your AdWords account, but have no idea where to start, give JumpFly a call. Full-service paid search account management is all we do and we would be happy to manage your PPC campaigns. JumpFly prides itself on keeping our finger on the pulse of the new developments paid search industry. We are always looking for ways to implement new, exciting features into the campaigns that we manage for our clients.

By | January 9th, 2017|

JumpFly Recognized with Elite Status in New Expanded Bing Partner Program

Microsoft042716v2On November 15th, Microsoft named JumpFly as one of a very select group of top performing partners to act as trusted advisors with the Bing Network.

Elite Partners are made up of less than 3% of the Microsoft recognized partner agencies in the United States. As a Bing Ads Elite Partner, JumpFly will further their expertise and service provided to clients through access to exclusive training, marketing and technology development.

This Elite Partner recognition by Microsoft demonstrates that JumpFly continues to lead the way in their industry after 13 years of focusing only on PPC management.  JumpFly is proud of their all in-house team of professionals who help more than 450 small and mid-sized advertisers achieve great PPC results.  JumpFly’s experts look forward to helping clients capitalize on expanding their Bing advertising as it continues to grow globally, with nearly one third of PC search market share in the US, over 20% in the UK and over 10% in five additional markets.

“JumpFly has demonstrated to be a key partner for Bing Ads and we’re excited about their participation in the Bing Elite partner program.  The service, training and expertise JumpFly is able to provide are helping our customers achieve better results,” said Lynne Kjolso, Bing Ads General Manager, Americas Search Sales.

For more details about JumpFly, please visit www.jumpfly.com

For more details about the Bing Partner Program please visit:https://aka.ms/bingpartnerannounce

By | November 21st, 2016|

Google AdWords Message Extensions – Click to Message

adwords-message-extensions-click-to-messageWe live in a fast-paced world. With the use of smartphone technology, people can multi-task like never-before. Mobile communication is getting faster, smarter and more efficient. Live phone calls are becoming a thing of the past with nearly two thirds of smartphone users using messaging more than five times a day. People know what they want and expect immediate action, but also like to respond to messages in their own time, when it is most convenient to them.

Google AdWords has been offering users unique ways to connect with products & services for 16 years, and is staying on beat to the ever-changing needs of the consumer. Therefore, they have created Message Extensions. These extensions are click-to-message ads that give users the ability to start a conversation and communicate in the time they see fit.

Want to book a reservation at a local 5-star restaurant? Search the restaurant, click the text message bubble within the ad, and send a text asking about table availability. Because that restaurant is equipped with a phone number that can send and receive text messages, they can easily and quickly reply.

Does this sound like a feature you’d like to try in your AdWords account? It’s a free extension, and it is here (if you don’t see it in your account yet, keep checking as it’s a rolling change from Google)!

Contact JumpFly today to discuss this and the many other useful tools that Google AdWords can offer your business.

By | October 31st, 2016|

Bing Ads Launches New Features

BLOG-new-features-bingExpanded Text Ads
Bing Ads will soon support the Expanded Text Ads as now available in Google AdWords accounts. This new ad format allows PPC advertising customers to provide more detailed information to prospective customers, translating into more clicks, higher click-through rates and more traffic to your website.

Expanded text ads allow for better visibility on the search result pages and give you more control over your ads and allow you to create more compelling calls to action. This new ad format is always mobile optimized, and works seamlessly on mobile, desktop and tablet.

Expanded Text Ads will allow for a 60 character headline (two 30-character ad titles separated by a hyphen), 80 characters of ad text, and a Display URL that is automatically-generated from the Final URL and customizable URL path.

Shared Budgets
Bing Ads will soon introduce Shared Budgets as a way to more effectively manage your overall daily budget across campaigns. A Shared Budget will automatically distribute a single daily budget across all campaigns or selected campaigns within your account.

Shared Budgets will be available for all Bing Ads applications, including the Web User Interface (in the Shared Library), API, Editor, and mobile apps. Using a single Shared Budget will help you optimize under-utilized spend from one or more campaigns by automatically redistributing it across other campaigns that are performing well. Additionally, it will help minimize the amount of time you’ll need to spend calculating how to allocate a set budget among a large number of campaigns.

Segmentation
The ability to segment your performance data is now available in Bing Ads. Now you no longer need to run a report to see how your campaign is performing in various venues. You can now segment campaigns, ad groups, ads, keywords, and even ad extensions into rows based on Time (Day, Month, Quarter, Year or Day of the Week), Network, Device, or Top vs. Other. You can download the data directly from the table into a .csv or Excel report to share with clients or colleagues.

Segmenting your data can give you valuable information regarding how your campaigns perform at certain times, on particular devices, or on particular networks, helping you make well informed adjustments to ad schedules, device targeting, and keyword bids.

By | September 26th, 2016|
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