Why Google AdWords’ New PPC Budget Spending Rules Aren’t As Scary As You First Thought

BLOG-AdWords-PPC-Budget-Spending-Rules-Not-ScaryIn early October, Google quietly announced they changed the way they allocate your daily ad spend. Unless you happened to see the blurb in your AdWords account on October 4th or saw the @adwords tweet that day, you probably didn’t know it happened. Here are some of the nuts and bolts…

Previously, Google reserved the right to exceed your daily budget by 20%.  Now that number is increasing to a full 100%.  Scary, huh? Well, not necessarily… While you’ll likely see fluctuations in your DAILY spend, Google still has to stay under the campaign’s “Monthly Charge Limit” (your daily budget x 30.4 days). If a campaign IS charged more than the monthly budget limit in any calendar month, Google has pledged to credit the over-delivery amount at the end of that month.

There actually is a method to the madness. Google’s thought process here is to serve your ads to as many customers as possible by “over-delivering” your ads on high traffic days and less during low traffic. While these high traffic days may cause your account to spend double its daily budget, these costs will be offset by less ad serving on lower traffic days throughout the same month.

Google has framed this change as a way to “help you hit your advertising goals,” and we’re anticipating that will actually pan out. The biggest overall impact to your AdWords spend will likely be that you no longer have unspent budget at the end of any given month. And while this change may feel jarring at first, the over-delivery initiative will likely lead to more traffic and more conversions for you and your business. Now that’s a change we can get behind.

As always, reach out to your JumpFly account manager with any questions or concerns!

By | December 4th, 2017|

Facebook Lead Generation Case Study: Andrew White Guitars

BLOG-Facebook-lead-generation-case-study-andrew-white-guitarsA common objective among many advertisers is to reach new potential customers and expand their remarketing lists. Luckily, Facebook allows this process to be simple and time-efficient for advertisers with the option to create lead generation campaigns.

By creating a custom lead form and a campaign that optimizes for lead generation, Facebook advertisers can provide a simple avenue for any interested Facebook users to provide their emails and other relevant contact information.

Lead ads look very similar to regular Facebook ads, but they provide the additional option to submit a form that is pre-filled with information that users have already provided Facebook – such as name, e-mail, and phone number. Once the campaign is over, Facebook makes it simple for the advertiser to collect the new leads from their Page, or by syncing them directly to a CRM.

One JumpFly client in particular – Andrew White Guitars – has run several successful lead generation campaigns that have allowed him to collect over 1,700 new potential customer emails. Some of Andrew’s go-to techniques for collecting leads include advertising guitar giveaways and granting special access to exclusive content. We are able to ensure that these lead form ads get in front of relevant eyes by honing in his audience on guitar-related interests. Those who are interested in the ad’s offer can easily enter or sign-up by opting into Andrew’s email newsletter with their email addresses through the lead form.

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Once the giveaway is complete, Andrew is able to quickly retrieve his new leads, since Facebook allows him to seamlessly integrate his Zapier e-mail marketing platform with his CRM. He then has a whole bank of newly-collected emails that he can use in a new customer list for remarketing and add to his newsletter email list.

If you are interested in quickly expanding your pool of potential customer emails, Facebook lead generation campaigns may be well-worth exploring.

By | November 20th, 2017|

Google AdWords Responsive Display Ads Get a Response

BLOG-Responsive-Display-Ads-Get-a-ResponseOne of Google’s newest pushes is for the adoption of responsive ads in display networks. The standard text ads formerly available are being phased out, so technically, this is a forced change. However, this change shouldn’t be thought of as scary, as responsive ads hold greater potential to capture people’s attention thus gaining brand awareness and more traffic to your website. But, how, and, what are they?

Responsive ads are a combination of image, text, and native ads. These ads are aptly named as they automatically adjust their size, appearance, and format to fit inside the available ad space in which they appear across the Google Display Network.

The ads are comprised of the following assets and associated limitations:

  • Short Headline – (25 characters or fewer) – appears in tight ad spaces where the long headline doesn’t fit
  • Long Headline – (90 characters or fewer) – appears instead of the short headline, and may appear with or without your description
  • Description – 90 characters or fewer
  • Business Name
  • Final URL – where people will be taken on your site when they click your ad

Additionally, you are able to add two images (landscape and square) and a logo (optional). You can either flex your creative muscle and upload your own images, allow Google to scan your website for images, or search through Google’s free library of stock images. If you choose to upload your own images, you must adhere to the below limitations:

  • Landscape Image – Ratio of 1.91:1 and greater than 600 x 314. Recommended file size is 1200 x 628 and maximum file size limit is 1 MB.
  • Square Image – Ratio of 1:1 and greater than 300 x 300. Recommended file size is 1200 x 1200 and maximum file size limit is 1MB.
  • Square Logo (optional) – Ratio of 1:1 and should be 128 x 128 or greater. Recommended file size is 1200 x 1200 and maximum file size is 1MB.
  • Landscape Logo (optional) – Ratio of 4:1 and should be 512 x 128 or greater. Recommended file size is 1200 x 300 and maximum file size is 1MB.
  • Avoid Excessive Text – Text may cover no more than 20% of the image.

Your images and ad copy should relate to each other. But keep in mind that there will be times when the responsive ads are still shown in the native format (text only). Make sure you don’t rely too heavily on your images to convey your message, while leaving your ad text too vague. Your text should be able to stand on its own and still successfully get your message across.

So, now that you know what responsive ads are, you’re still wondering how they differ, or even might be better, than standard ads. The main benefit is the time saved in ad creation. Before, you needed to create separate image and text ads or have multiple images to cover every type of ad size. With responsive ads, you create one ad with images and text and Google takes care of the rest, size- and placement-wise, at least. This freedom of time will allow for even more ad creation which will, in turn, account for better testing and ad performance.

You also gain more ground across the vastness that is the Google Display Network. Responsive ads conform to every website in which they are shown meaning these ads will show up more often and in more places than standard image ads, giving them higher odds for increased click through rate, which benefits both Google and you. So be bold, be creative, and get responsive!

By | November 20th, 2017|

Webinar: Does it Make Sense to Bid on Your Brand?

jumpfly-webinar-seriesWhen does it make sense to bid on your brand? Search marketers argue about this all the time—but they never give you a definitive answer. Do you always bid? Should you rely on your organic rankings?

BrandVerity, a brand protection and monitoring company, recently reached out to Nikki Kuhlman, a seasoned PPC veteran, to ask if she would be willing to share insights from 15 years of paid search management in a joint webinar, and Nikki jumped at the chance. The webinar aired on November 7th. Nikki was joined by Preston Holland, BrandVerity’s Director of Business Development and moderated by Ulla Saleh, BrandVerity’s Content Marketing Manager. Nikki and Preston gave concrete reasons why comapneis should absolutely protect their brand, and gave examples of what happens when you don’t.

Topics that Preston and Nikki covered included:

  • Which branded keywords should you always bid on
  • What branded keywords should you avoid
  • When to bid on others’ brand names
  • Why trademark bidders target your brand terms
  • How to protect your brand

Preston and Nikki share real world examples of companies protecting their brand, as well as those who haven’t and why it’s a problem. At the end of the webinar, participants were able to send in their questions for Nikki and Preston.

Watch the Webinar on Vimeo

50 minute run time

By | November 17th, 2017|

What Makes for Great Facebook Ads?

BLOG-What-Makes-for-Great-Facebook-AdsWith so many people scrolling through their Facebook feed every day, how do you make them want to stop? How do your ads stand out from the rest? You NEED eye-catching, relevant creative.

Facebook allows advertisers to be inventive – using videos, carousel ads, slideshows, etc. Advertisers have the ability to really WOW consumers. With that being said, there are more than 5 MILLION businesses advertising on Facebook each month. So, how do you attract the attention you want?

Follow these steps:

  1. Objectives
  2. Audience
  3. Brand
  4. Stories
  5. Create
  6. Get Results

Let’s start with Objectives. What do you want to achieve? Whether it’s selling products, providing a service or just trying to get your name out there, you have to figure out what your goals are first.

Next you want to think about your Audience. Who are the people that are important to your business? With Facebook, you can be very precise with your targeting. For example; if your audience is 25-35, male & interested in skateboarding, you can target exactly that! Amazing, right?

After you figure out who you want to cater your ads to, you need to think about your Brand. What sets your business apart from competitors? What makes you special? Identify those qualities and use them. If you sell hand-painted shoes, talk about how unique and artistic they are! If you provide lawn care, why is your lawn care the BEST? Consumers need to know why they want your products or services.

Now you need to find the perfect Story. This is your chance to speak to your audience. What do you want to say? Summarize how wonderful your business is with catchy ad text. Write some things down, read it out loud, play around with different words and phrases – have fun with it! On Facebook you can use ALL CAPS or throw in a fun emoji to get your audience’s attention. Just be careful with colorful language, don’t be a potty mouth.

When you have the perfect text, it’s time to Create. Creative is basically the heartbeat of your entire ad. It has to be eye-catching, relevant and engaging. A great video or beautiful picture will make a Facebook scroller stop in their tracks. Play around with photoshop or create a stunning video and run with it. Facebook gives you plenty of ad format options to drive business results. Find one that works for you – or use ‘em all!

Last, but certainly not least, Get Results! Use the information here, go out and rock those ads!

Don’t feel completely comfortable doing it on your own? Let us help you. Contact JumpFly today and we’ll help you get started!

By | October 30th, 2017|

Google AdWords New “Landing Pages” Page

BLOG-AdWords-New-Landing-Pages-PageDid you know that according to a new study from DoubleClick by Google the average load time for mobile sites is 19 seconds on 3G connections and that 53% of mobile site visits are abandoned if pages take longer than three seconds to load?

With mobile traffic increasing more and more every year, it is now critically important to make sure that your landing pages are mobile friendly so that you do not miss out on potential customers. How can you make sure that your landing pages are optimized for the best mobile user experience? You can now find this information using the new “Landing Pages” tab in the Google AdWords UI. This new feature, rolling out over the next few weeks to all accounts, can be found only in the new Google AdWords experience. By using this new tool, you can now see the percentage of times someone on a mobile device clicked on your ad and was taken to a mobile friendly landing page.

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If that percentage is not 100%, you may have lost out on potential clients. Clicking on the percentage will allow you to run a test on that landing page and find out what potential issues are making your landing page non-mobile friendly and you can then optimize it accordingly; hopefully turning more of your mobile clicks into sales. Currently the “Mobile-friendly Click Rate” is only available for Search but will be expanding to include other data in the future. Again, this feature is rolling out over the next few weeks – if it’s not available for you yet, you’ll see the the message “You don’t have any landing page data yet.” Keep checking back.

By | October 16th, 2017|

Google AdWords Promotion Extensions

BLOG-Google-AdWords-Promotion-ExtensionsWith the new AdWords Experience, advertisers can now take advantage of another new ad extension. Promotion Extensions give advertisers the ability to call out a special deal, whether it’s dollars off a purchase or a percentage savings. Promotion Extensions make your offer stand out so potential customers can spot great deals and generate new sales for your business. These new extensions also offer some customization opportunities such as device preference and flexible scheduling. Scheduling options include not only start and end dates, but time of day and day of week scheduling as well. There are also options to add promotion details such as minimum order amount or promo code. Like other ad extensions, Promotion Extensions can be added at the account, campaign, or ad group level.

In addition, you can choose from a list of occasions, such as Back to School or Christmas that will incorporate more detail into your extension.

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To create a Promotion Extension in the new AdWords interface, go to the ‘Ads & extensions’ page menu and click Extensions along the top. Click “+” and then “Promotion Extension” to create a new one and fill in the appropriate fields.

Additional benefits of Promotion Extensions include the ability to easily update the extensions, as well as the ability to edit extensions without resetting the performance statistics and losing valuable data.

Promotion Extensions are free to add, and as with Sitelinks and Call Extensions, the advertiser is only charged for a click when someone viewing their ad clicks on the Promotion Extension.

Promotion Extensions offer one more way to make your ad stand out, increase visibility, and increase the probability of drawing new customers to your business.

By | October 2nd, 2017|

Mobile is Changing the World – Are You Ready For It?

BLOG-Mobile-is-changing-the-world-readyToday, it seems like everyone has a smartphone.  It has become our new normal – we are constantly connected, communicating and searching for information.

Having a mobile website has become a crucial component of having an online presence. If your website is not mobile-friendly, it’s time to rethink your online marketing strategy.  The majority of searchers coming to your site are using a mobile device and this number just keeps growing. Statistics show that the path to a conversion will most likely start with a mobile search. The actual purchase may end up on desktop or tablet, but it is critical to optimize your site and your marketing efforts for mobile. This is the first impression you are giving the user – it has to be fast, relevant and user friendly.

About 92% of all young adults ages 18 to 29 and over 80% of 30 to 49 year-olds have a smartphone. The fastest-growing group is Americans from 50 to 64. A whopping three-quarters of them are now smartphone owners. As these numbers continue to grow, there are more potential buyers looking for your product or service. Give them a great user experience to keep them interested and engaged!

Picture this – a user sees your online ad and is intrigued enough to click for more information. When they land on your page, they have difficulty viewing your site and reading the content. They have to pinch and zoom and squint to try and see anything. Your purchase process may be confusing or hard to find. This leads to immediate irritation and frustration. Know what happens next? They are gone in the blink of an eye! They have abandoned your site and are on to the next one.

Nobody has the time to waste on a bad user experience. They want information and they want it right now.  If you don’t instantly give them what they’re looking for, you are not going to be a contender in the online marketplace.

The world of internet marketing is constantly changing and growing, but one thing we can be absolutely sure of – mobile is here to stay!  Making the investment now will surely pay off in the long run.

Once your website is fully optimized for mobile, JumpFly is here to help with your PPC management. Our professional account managers have years of PPC experience. They bring customer service to a whole new level by taking the time to understand you, your business and your goals. Contact us today for more information.

By | September 19th, 2017|

If You’re Not Using Google Tag Manager, You Should Be

BLOG-If-You-Arent-Using-Google-Tag-Manager-You-Should-BeMeasuring campaign success is generally of the utmost importance to online advertisers. Tracking conversions and other meaningful actions on a website provides actionable insight. Not having useful tracking in place is much like flying blind, and never recommended. Ensuring the successfulness of a campaign, making informed decisions, and doing everything possible to increase the return on investment in an account is something that really can’t be done without implementing proper tracking.

Managing and maintaining various tracking codes from each and every advertising platforms is a daunting task, or can at least be respected as such. Most major advertising platforms have at least one tracking code, but more modernly make use of multiple tracking codes.  Facebook, for example, has a site-wide Pixel tag, and numerous other event code snippets for tracking specific actions.  It’s not uncommon to have five or more snippets of Facebook code installed for tracking a purchase conversion funnel.

The traditional method of implementing conversion tracking requires a website owner or developer to install each and every tracking code snippet in various locations within the source code of a site.  Some codes are required to be placed site-wide, while others on a specific “thank you” page, a product page, fired as part of an Ajax response, etc… The point is that the code placement typically isn’t documented well, if at all.  Much of the time it’s hard to even pinpoint each one of the installed tracking codes on a site.  Tracking code can also age out as we’ve seen historically with Google and Microsoft.  Microsoft over the past couple years phased out their antiquated Campaign Analytics solution in favor of Universal Event Tracking (UET). Microsoft’s Campaign Analytics conversion tracking code has ceased to function as of writing this. Not taking the time to upgrade to UET would have caused a lapse in conversion data as the old code ceased to function.

The solution to all of these conversion tracking, and code implementation woes? Three words: Google Tag Manager.

Google Tag Manager (GTM) is a free tool that offers centralized tracking code management.  All tracking code that was previously installed on a website gets moved into GTM.  The only code now left installed on the website is the GTM code block. You’ll never be left guessing which codes are installed on the website because they’re all conveniently and centrally stored in what Google calls a “Container.”  GTM natively supports a vast number of predefined tags such as AdWords Conversion Tracking, AdWords Remarketing, Google Analytics, AdRoll Smart Pixel, Hotjar, LinkedIn Insight, Marin Software, Bing Ads Universal Event Tracking, and too many others to name here.  For those tags that aren’t predefined, GTM gives the ability to create “Custom HTML” tags. Taking advantage of Google Tag Manager, and the almost limitless tracking capabilities it affords, is something every advertiser should seriously consider.  It provides a fully streamlined approach to tracking code management in a friendly, easy-to-use web interface.

As an agency, JumpFly has widely adopted Google Tag Manager as our preferred tracking code management solution.  It’s helped us streamline code deployment for our clients, and save precious time.

By | September 5th, 2017|

The Many Faces of Google AdWords Remarketing

BLOG-The-Many-Faces-of-Google-AdWords-RemarketingHave you heard? There is a way to show your ads to people who have visited your website or app – it is called Remarketing. I know this sounds too good to be true, but it is not! No, really, I promise.

I know what you are thinking, with so many advertising options, why should I invest in remarketing? Remarketing is a great way to re-engage someone who has shown interest in your product or service but didn’t complete a conversionary action. That is right, you get a second, third, fourth, etc… chance to convince a visitor that you offer/provide what they are looking for.

Now that I convinced you that remarketing is a must, there are six different ways you can remarket to past visitors.

  • Standard remarketing: Show text or image ads to past visitors while they are browsing the web, on websites that are opted into Google AdSense program.
  • Dynamic remarketing: Take remarketing to the next level. Show pictures of products or services to visitors based on what they viewed on your website.
  • Remarketing Lists for Search Ads (RLSA): Enables you to show ads to past visitors in Google Search and on Google Search partner sites.
  • Remarketing for mobile apps: Show ads to people who have used your app while they are using other apps or browsing mobile sites.
  • Video Remarketing: Re-engage people who interacted with your videos or YouTube channel by showing them new videos on YouTube, Display Network videos, website, and apps.
  • Email-list remarketing: Put all those client emails to good use. With Customer Match you can upload all of the emails and show ads to people who are logged in to Google Search, YouTube, or Gmail.

I know this is a lot to take in. Remember, not all of these will work for your business. Take a deep breath, read this over again, and pick two ways to start.

Remarketing is an amazing tool and if you aren’t currently taking advantage of it, you should!

By | August 21st, 2017|

Google AdWords Interface – AdWords New Experience

Google’s new Adwords interface is slowly being rolled out to select customers.  When or who is getting the new view isn’t being shared, but the new interface roll out should be completed by the end of the year. We’re seeing more and more of our clients given the option to switch to it (there was even a few days, just a few weeks ago, when ALL our clients had the option, before Google rolled that change back).

The initial excitement of something new can quickly be replaced by anxiety of how to navigate and get to the data you are accustomed to viewing.  Here are five quick tips to keep you rolling along while you explore the numerous cool features (and remember, you can always return to the existing version of AdWords at any time, particularly because not all current features are accessible in the new experience).

1. Get Back to What You Know – Going to Campaign, Ad Groups or Keywords on the left Nav bar will get you to the familiar grid view from traditional AdWords.

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2. Customize Your View – Modifying column views is simple. Select the Bar Graph and modify your columns.  Columns are customized via check box approach which I find to be easier and more intuitive.

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Another great feature is the ability to save “column sets”.  Column sets are customized views that you can easily toggle between.  This is applicable to any view in the left nav bar.

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3. Tools, Billing and Settings – The “three dots” in the upper right-hand corner of the header will get you to many familiar features. Planning, Shared Library, Bulk Actions, Measurement and Setup can all be found here.

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4. Downloads – The “three dots” is your friend again, this time in the grid view. Clicking here will get you to the download section.  Intuitive and easy to navigate.

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5. Return to Previous AdWords – If you are still unsure of the new view you can go back to what you know. As of July 21st there is no “Dimensions tab” features in the new AdWords. This is an important feature commonly used. Go to “three dots” in the header and “Return to previous AdWords” to get back to the previous AdWords view.

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Change is always tough but the layout and new features are very nice.   I look forward to learning the new interface better but knowing these key areas/features will keep me moving along without missing a beat.

By | August 7th, 2017|

Google AdWords Smart Display

BLOG-Adwords-Smart-Display-CampaignsWe live in a world of “smart” things. Smart phones, smart TVs, smart watches, smart thermostats – even smart lightbulbs! So, what does this have to do with Google AdWords? Well, Google AdWords has launched their very own “smart” product, Smart Display Campaigns!

A Google AdWords Smart Display Campaign is a great way to grab the attention of potential new customers apart from your manually targeted campaigns. If you use conversion tracking, have received at least 50 Display Network conversions, or at least 100 conversions on the Search Network in the last 30 days, you’re eligible to start a Smart Display Campaign.

Smart Display campaigns are a perfect fit if you’re mainly using Remarketing to target users on the Display Network, but want to reach people earlier on in the buying process. If you want a fast, high-performing campaign and are new to Display, Smart Display is a great option.

Just like smart phones and other smart products, a Smart Display Campaign makes things easy for you. Setup is simple, the management interface is user friendly, and checking on your performance is a streamlined. Finding what works won’t require the running of complex reports.

Your Smart Display Campaign will optimize in days by automatically setting bids, targets and selecting the best combination of ad copy and images to give optimal performance. Because of this, your new campaign will help you find the people that matter the most.

You already know business has improved with the addition of smart tools. Let’s help you utilize one more!

By | July 24th, 2017|
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