On 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
We 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.
Expanded 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.
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.
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.
Advertisers are accustomed to the way in which Google AdWords attributes conversions to the last ad click a consumer has made before completing his conversion. But what if there were a way to take into account all of a user’s interactions with your ads leading up to that conversion? More than ever, today’s consumers are researching and interacting on different devices before they take that final conversion action. Research shows that while the vast majority of conversion actions take place on desktops, many consumers conduct research on their mobile phones or tablets prior to purchasing. AdWords has now introduced new attribution models that can go beyond last-click measurement. These new models can offer insight into your customer’s actions before that final conversion action and allow you to bid more efficiently. AdWords now offers six different attribution models:
- Last Click Attribution (the current default) – Gives all credit for the conversion to the last-clicked keyword. This is most effective for those with the most conservative growth strategies.
- First Click Attribution – Gives all the credit for the conversion to the first-clicked keyword. This is the most growth-oriented strategy.
- Linear Attribution – Distributes the credit for the conversion equally across all clicks on the path. For a moderate growth strategy.
- Time Decay Attribution – Gives more credit to clicks that happened closer in time to the conversion. For a conservative growth strategy.
- Position-Based Attribution – Gives 40% of the credit to both the first- and last-clicked keyword, with the remaining 20% spread out across the other clicks on the path. For a growth-oriented strategy.
- Data-Driven Attribution* – Gives credit to the clicked keywords based on how imperative they were in the conversion process. This is based on the account’s performance.
*Note: only accounts with 800+ conversions and 20,000 clicks in a 30-day span to qualify to use this type of attribution.
Choosing the right attribution model will help you put the performance of different keywords into the proper perspective. This will give you a truer sense of the value of a keyword and allow you to have more insight when setting bids on that keyword. You may also discover that keywords used earlier in the conversion process have more influence than you realized, which can help you avoid pausing or underbidding on these keywords.
Mobile has long been emphasized and data is increasingly showing the importance of mobile in the conversion process.
2015 proved to be a big year in that mobile has surpassed desktops as the primary device for searches. Mobile has changed consumer behaviors and the use of mobile phones is different than PCs. Data shows that mobile is used heavily in the research and evaluation process while PCs are used to complete transactions. That means bounce rate on desktop is dropping, as is number of pages visited, while conversions are going up. Simply stated, if you do not see conversions attributed to mobile devices, it does not mean mobile has not played a critical role in the conversion process. Looking at device conversions only could cause you to miss the importance of mobile in the decision process.
What steps can you take with mobile to help with conversions?
Have a mobile friendly site. Follow best practices such as having calls-to-action front and center, keeping menus short and sweet, and making sure site search is visible will make for a better mobile experience. You can read all 25 principles of mobile site design based on research done by Google and AnswerLab.
Have a fast site. The average impact of a one-second delay means a 7% reduction in conversion. Pages that load in three and five seconds compared to pages that load in one second converted 22% and 38% less respectively. The bottom line is the speed of your mobile site is important, even more than a slow desktop site, as it directly relates to higher conversions.
As an example, for an ecommerce site that earns $100,000/day, a one second delay in site loading equals $2.5 million in lost revenue for the year. Just one second. For Amazon, having pages load 100ms faster equals 1% more revenue, and their 1% can equal billions of dollars.
Optimize your Google AdWords and Bing Ads campaigns for mobile. Call extensions, mobile bid adjustments, mobile optimized ads and making sure your ads are pointing to mobile-friendly landing pages are factors to consider while optimizing your campaigns.
If you do not have a mobile strategy in place, you should strongly consider a plan to get you there. A path to converting may start on a mobile phone, jump to a tablet, then over to a PC, back to a phone and finally converting on a PC. The point being that providing a great experience with all devices is important to success and conversions. Do not ignore the importance of your mobile presence even if you are not seeing conversions directly tied to mobile devices.
Our Google AdWords reps came to visit us recently, and they brought along a mobile expert. She spoke to us for two hours about the importance of mobile to our clients businesses and shared some very eye-opening statistics.
- A one second increase in your mobile site load time causes a 7% drop in conversions. For a company that does $100,000 in revenue per day – 1 second leads to $2.5 million in lost revenue per year.
- A three second increase in page load time on mobile causes a 22% drop in page views, and 50% increase in bounce rate and 22% drop in conversions.
- Fathead.com made their mobile site 37% faster and saw a 70% increase in mobile revenue per user.
Mobile searches have eclipsed the number of desktop searches in the US as well as in nine other countries world-wide. Mobile is here and it’s affecting your business. I’m seeing desktop impressions decreasing, regardless of increased desktop spend, and I’m seeing mobile increases in the 100% to 200% as the norm. If your business is not doing as well as it did last year, I would look long and hard at how your site is on mobile, because it’s very likely that your site is the cause. There’s a whole slew of data that shows how a poor mobile site experience can turn off a potential customer, not just for the moment but for the long term (see the thinkwithgoogle.com link below for the research).
Wondering how your site stacks up? You can check how your site ranks using two tools:
1. Check how friendly your site is on mobile devices:https://www.google.com/webmasters/tools/mobile-friendly/
2. See how fast it loads and what is causing issues at Page Speed Insights:https://developers.google.com/speed/pagespeed/insights/
One more place to get information: Google has launched an entire micro-site dedicated to helping you as business owners and marketing managers understand more about what it is and how it affects your business: http://thinkwithgoogle.com/micromoments
Google introduced an Ad Extension type awhile back, which allows advertisers to include additional content highlighting specific aspects of your products and services. This feature provides the ability to call attention to a variety of data elements that should be applicable to most business models within a number of pre-defined Headers listed below:
- Degree Programs
- Featured Hotels
- Insurance Coverage
- Service Catalog
You have the flexibility to choose which specific customized values to then include under a particular Header such as the individual Brand names of the products you offer, or the styles of clothing, as two examples. In addition, AdWords Structured Snippet extensions allow the flexibility of scheduling options which include specific start and end date, day of the week and hours of the day which can be valuable controls. You also have the ability to produce Mobile preferred snippets, if desired.
These additional insights into your specific products and services can help increase click-through rates in addition to improving the quality of traffic to your website. It’s important to remember that Ad Extensions typically boost the performance of your Ads, and are also a factor in the overall Ad Rank. While Ad Extensions are not always eligible to show, the more you have implemented, the better each auction is able to select the most effective combinations of extensions to help improve overall performance. Adding these new Structured Snippet extensions into the mix provides another opportunity to further enhance the impact of Google AdWords Ad Extensions on your account performance.
Looking for extra ways to grab consumer attention and showcase your company with your Bing ads? In April of this year Bing released two new extensions: Review Extensions and Callout Extensions. If these extensions sound familiar to you it is because you may already be using them in your AdWords account.
Review Extensions allow you to highlight positive reviews your company has received from trusted 3rd party sources. These are a great way to show potential customers how your company outshines the competition. This extension allows one of your positive reviews to show at a time alongside your other extensions. This extension source can be clicked but it will link to the 3rd party website at no charge to you.
Add an extra line of text to your ads using Callout Extensions. Callout Extensions allow you to showcase even more details about the products or services that your company offers. These will also run in conjunction with your already existing extensions but are not clickable. A maximum of 4 callouts can show at one time.
Coming sometime this summer is another exciting Bing addition is the ability to create labels. If you have ever used labels in AdWords you already know how incredibly useful they can be. You can label converting keywords, automate certain items to turn on or off at a specific date or time, filter results based on labels and even easily differentiate holiday ads you’ve created just to name a few of their uses.
These extensions are just some of what Bing offers to enhance Bing Ads, and that JumpFly uses for their clients.
We’ve had prospective clients come to us and say something like, ‘I’ve tried PPC before and it didn’t work at all. I spent a lot of money, really fast and got nothing out of it, but all my competitors use it, so it must work for them.’ It’s not that your campaigns didn’t work, but that you might be making some common paid search mistakes. Here are five, but by no means, all of them.
1. Not taking Time to Organizing your Campaigns:
Before you set up your PPC campaigns, take time and map out how you want your campaigns organized. The more planning you do before you set up your campaigns, the more time and money you will save down the road. You should organize your campaigns into specific themes and have your Ad Groups organized by specific keywords. Organizing your campaigns from the beginning will allow you to have a clearer picture of your account as it starts to receive data. You will be better able to manage budgets and bids. You will also be able to cut down on wasted spending much easier. A little planning before, can save you a lot of time and money down the road.
2. Wrong Landing Page:
Your goal of a landing page is to take your visitor to the most relevant page. A lot of people tend to take their visitors to their home page. Now that’s OK if your home page is the most relevant for the search a user looked up. However you don’t want your visitor to have to search through your website to find what they are looking for. If a visitor is searching for “red shoes”, you don’t want to take them to your generic shoe page that shows all colors. You want to take your visitor to the most appropriate landing page, a page that shows all your red shoes. If a visitor has to search through pages for what they are looking for, then chances are they will just leave and go somewhere else. A relevant landing page will keep your visitor more engaged on your site and lead to more conversions.
3. Not Using Negative Keywords:
One goal of PPC is to get targeted traffic to your site and perform some sort of action, such as buying a product or service or filling out a lead form. When an account is built, you need to take advantage of negative keywords. Negative keywords can cut down on unnecessary spending. As an example, say you sell hockey equipment. Do you really want to pay for people to visit your site who type in the word “free”? Or what if you sell new hockey equipment, but the search is “used hockey equipment” or “hockey equipment craigs list”. It’s highly unlikely they are looking to pay for your good or services and I am pretty sure you’re not in the business of giving away free products, so why pay for that visitor? Here’s another example: you are a medical billing company, and you advertise on “medical billing” – negative the terms job, jobs, career, careers, employment, training, courses, at home to prevent people who are not looking for the service you offer. Save a lot of time, frustration and money by making use of negative keywords.
4. Not Giving Your Campaign Enough Time:
Sometimes people can be quick to set up a campaign, only to shut it down after a week or two if they don’t see the results they were expecting. Of course there are times when it’s appropriate to shut down a campaign after a week or two, but only if you have enough data to justify this decision. However there are a lot of times that it takes a longer period of time to gather data and analyze your results. When you gather data, you learn more about your visitors and how they are finding you and what actions they are taking on your site. By knowing this information about your visitor, you can refine your campaign to build off the successful items and eliminate the money wasting items. You can also get an idea of what you might need to change on your website. By gathering more data, you can make more informed decisions.
5. Not Being Active in Your Account:
This can be one of the most devastating actions you can do in your account. While it might not always be on your top of your list and can be rather boring, it is necessary to be active in your account. The way people search is changing every day. What might be working today, may not be working tomorrow. In return maybe you have a slow campaign that isn’t generating much traffic. Maybe some outside factor is now causing people to search keywords in this campaign. If your bids are too low, you can miss out on some very targeted traffic. On the other hand if your bids are too high, your spending can jump through the roof. Staying active in your account allows you to create a more efficient marketing approach. You can easily cut down poor performing keywords, while increasing high performing keywords. Staying active in your account can mean the difference between success and failure. (One caveat with that is being TOO active in your account. Making changes every day, without giving those changes a chance to perform can be just as bad, if not worse, than not optimizing your account.)
Paid search is surprisingly complex. And these mistakes above just scratch the surface of what to do. There are a lot of moving parts. It takes time to master and time to learn what to optimize, what to leave alone, which settings to take advantage of. If you don’t have the time to invest in paid search, then a PPC management company is money well spent.
There’s no denying the fact that more and more people are using ad blocking software these days, and this trend only promises to get stronger in the coming years. Recent estimates indicate that 40% of the world’s internet users have installed some kind of ad blocking software, which is up from just 28% in mid-2015 (Newsweek, 2016). In the U.S., an estimated 45 million internet users were using ad blockers as of Q2 2015, and this figure represents a 48% increase compared to the previous year (NY Post, 2016).
This alarming trend is a serious threat to the world of digital marketing, and advertisers will need to prepare accordingly. There are a number of ways that marketers can overcome this problem, and advertisers should explore all of their options before determining what approach will work best for their situation. Here are three of the most popular strategies that every advertiser should strongly consider when deciding what direction to take with their digital advertising in the coming years:
1. Direct Consumer Messaging
One of the options available to digital marketers is to directly address the issue by asking users to uninstall ad blocking software when it is detected. This approach can be effective because it gives the user control over the situation, which will create a better user experience and increase consumer satisfaction.
However, the obvious drawback is the fact that many users will continue to block ads even when they’re politely asked to stop. The resulting loss in revenue can add up quickly, and this caveat is something that most businesses/websites/advertisers cannot afford to ignore. Globally in 2015, internet publishers lost $21 billion in revenue due to ad blocking, so many marketers favor other approaches that offer less risk when it comes to losing ad revenue.
This strategy involves the use of marketing software that allows advertisers to show ads even when ad blockers are being used. This option will generate more ad revenue than the direct messaging approach a large majority of the time, so it’s no surprise that circumvention has become a very popular strategy among digital marketers in recent years.
The promise of more revenue is very attractive, but it doesn’t come without a cost. By showing ads to people who have already actively decided to install ad blocking software, users may feel deceived or ignored by a business/website/advertiser. This reaction will definitely have a negative impact on user experience, and ultimately cause lower returns when it comes to sales, leads, visits, likes, or any other marketing objective an advertiser might have.
3. Content Blocking
A third option is to block the content that users are trying to access unless they agree to turn off or uninstall their ad blocking software. This strategy represents the middle of the road compared to the two previous strategies, and initial tests suggest that it can be successful: Forbes reported a 42.3% success rate during a recent experiment with content blocking (Forbes, 2016).
Content blocking offers less risk when it comes to lost revenue because ads will still show to some users, and it should have less of a negative impact on user experience compared to circumvention. This happy medium sounds great on paper, but if only a fraction of advertisers and publishers choose to employ this method, it will likely prove itself to be ineffective.
If a user can easily access the content they’re looking for somewhere else, content blocking will simply lead to higher bounce rates and less engagement with the business/website/app doing the blocking. On the other hand, if enough advertisers and publishers use this strategy alongside one another, people will be more inclined to disable ad blockers in order to access the content they’re looking for.
Every situation is unique, and each advertiser will need to find the solution that works best for them, but the three strategies outlined above are certainly a good place to start. Moving forward, these strategies will likely play an important role for any digital advertisers who hope to combat the inevitable growth of ad blocking.
The bottom line is clear: ad blockers are here to stay, and they do represent a major challenge to the world of digital advertising. Nevertheless, timely innovation and adaptation can offer digital marketers across the globe the opportunity to survive and thrive in this rapidly evolving environment.