Did 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.
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.
Today, 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.
Measuring 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.
Have 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!
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.
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.
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.
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.
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.
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.
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.
We 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!
Dynamic Search Ads are now available through a Bing Ads Pilot and can help provide a boost in volume for eCommerce advertisers. Dynamic Search Ads campaigns can be an effective supplement to conventional keyword targeted campaigns, especially in a business where you may routinely have new product listings or items temporarily changing in availability. In this type of environment, along with the fact that search behavior can be a moving target, even well-managed Search campaigns containing thousands of keywords can miss potentially relevant searches at any point in time.
Dynamic Search Ads are a great way to target these searches with dynamic ads generated directly from your website content. A well-structured Dynamic Search campaign can effectively complement your existing keyword targeted ads to achieve broader coverage across all of your products and generate incremental sales. It can also let you “data mine” for keywords you might not have thought of, which you can then add to your conventional search campaigns.
How Dynamic Search Works: Whenever a relevant search occurs that is not covered by a conventional keyword targeted campaign, Bing dynamically generates an ad headline reflecting the specific search query, and then sends traffic directly to the most relevant landing page based on the content of your website. This allows for more comprehensive exposure on your product inventory without disrupting your existing keyword campaigns.
Set Your Coverage Target: You can choose to target your whole website, specific categories of products, or even pages containing certain strings within your URL. Traditional keyword negatives can be used to help refine your targeting and prevent coverage on specific products or categories that you may not want to advertise.
Expand Your Reach and Conversion Results: Dynamic Search Ads can generate incremental sales by promoting your products on a broader range of search queries than you’re currently covering through keyword-targeted campaigns alone.
Expand your reach with Dynamic Search to help ensure the most comprehensive level of product coverage, and bring shoppers to the landing pages that deliver exactly what they searched for where they are then most likely to convert. DSA is currently in Pilot, and needs to be requested through Bing representatives. JumpFly is a Bing Elite Partner, and has a representative team for pilot requests.
Earlier this year Google introduced a Beta called Visual Sitelinks in which rich image ads are being shown alongside traditional text ads to help boost the click through rate. Unlike display ads, Visual Sitelink images can’t have logos or text in the actual ad but are instead allowed to have a 25 character title and 50 character description show above and below the image. Some of the other requirements are a minimum of four image ads shown in carousel format, JPG or PNG file, 16:9 aspect ratio, 5MB maximum file size and a photographic-quality image.
The Visual Sitelinks only show on mobile devices and are intended to highlight specific product experiences and not just the product itself. The idea is to have the user be visually captivated instead of only seeing an image similar to that of a shopping ad which just displays the individual product in its most basic form.
One of the hardest parts of running this type of Sitelink is getting the images in the proper format and quality. Most advertisers want to use their shopping images or a photo taken with a cell phone which most likely will not meet Google’s requirements. At Jumpfly, we have found that it’s necessary to not only send over the proper information on the ad specs, but to also to have a call with the advertiser to make sure they understand exactly what this image is intended to do and how to convey a sense of emotion within the image.
After months of testing the new Visual Sitelinks we have seen click-through rates six times that of other Sitelinks in the campaign, while still attaining similar conversion rates to traditional Sitelinks. It has become clear to us that a user’s sense of visualization is triggering a response that cannot be attained through text alone.
For more information on Visual Sitelinks and other upcoming Google AdWords Beta programs, it is important to partner with a professional pay-per-click management company like JumpFly.
For 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.