7 Reasons Why PPC Campaigns Fail

There are many reasons why PPC campaigns fail. And this usually has nothing to do with the competition. It has to do with a failure to have a plan for your Google AdWords or Bing Ads campaigns.

Here are 7 major reasons why Pay Per Click campaigns fail and what you can do about it:

1. Low budgets

A low budget will prevent your campaign from reaching its full potential. Your ads will be offline when it matters most and you’ll not appear for the important search terms in your industry.

One way to find out the ideal budget to set is to start with keyword research. After doing the research, collect all your keywords and input them in the keyword planner to get click volume forecasts and the budget required

2. Low Ad Position

Ranking high in the ad auction results is important for most businesses. Consistently ranking lower means you’re likely to receive low traffic volumes which affects conversions.

Having a high ad Rank means being in the top 4 positions above the organic search results. Anything lower means your ads will appear below the organic results – and worse on page 2.

When your ads are in the top positions you benefit from the following:

⁃ Greater visibility which means more sales and leads
⁃ More of your ad extensions showing with your listings
⁃ Descriptions for your sitelinks become visible if you’re in position 1
⁃ You get more space in the results unlike lower ranked websites

Ranking high has many psychological benefits too. Searchers generally trust sites that appear at the top. They’re perceived as the most relevant and most important players in your industry.

Searchers are also able to see you as being likely to be available when they need your help.

In some sectors like local services for example, searchers will only request a quote from the top 2-3 advertisers only. They won’t bother with lower ranked sites and that means you’ll miss out on some opportunities if you’re not visible.

To fix low Ad ranks, you should bid higher and also work on ad quality. Raising bids is quicker and more expensive of course but the benefits could outweigh the costs. Improving ad quality and quality scores is more of a long term strategy but one that has greater benefits in the long run.

3. Not studying the search terms report

The Search Search terms report is one of the most important reports for Search and Shopping campaigns. It reveals the actual searches that have driven traffic to your website.

It’s important to note that there’s a difference between a keyword and a search term. A keyword is what you put in your account. A search term on the other hand is what people use to find your website.

And the keywords and search terms are matched together by match types.

So, in your search terms report you can see how good that matching is. If it needs improvement then you can take action immediately.

4. Not adding negative keywords 
The search terms report mentioned above is one way to find negative keywords. The other is the keyword planner tool.

Many PPC campaigns fail because an extensive negative list is not built. It’s not always possible to find all the relevant negatives when you first launch a campaign. So that list needs to be built over time – using the search terms report and the keyword planner tool.

5. Not creating tightly themed ad groups
An ad group is a collection of Ads and related keywords. Only one ad and one keyword are required for an ad group to be eligible to run. However, best practice is that you have at least three ads for testing purposes and at least 5 keywords.

But, adding more keywords usually leads to ad groups underperforming. This can be seen in low Click Through Rates (CTR) and low Quality Scores. And the end result is lower conversions.

The solution is to split keywords into different ad groups to keep them tightly themed.

A good rule to follow is the rule of two. Every keyword in the group should have at least two of the primary words. For example:

PPC Specialist
Hire PPC Specialist
Where can I find a PPC specialist
PPC Specialist in Milton Keynes

The primary words in the example above are PPC Specialist. So, you should avoid adding a keyword like “PPC Expert”. Although it has the same meaning, it should be placed in its own ad group so that it can be included in the headline too.

6. Undifferentiated adverts
Many Ads are bland and look undifferentiated with no benefits, Unique Selling Points (USP), reviews, offers and more. They’re drowning in a sea of sameness. And it’s no wonder they fail. So, searchers find it hard to pick a supplier from the myriad of advertisers out there.

This is evident in poor performance for CTRs, Quality Scores and Conversions.

To create differentiated Ads, look at what your competitors are doing. You can use a keyword spy tool like Spyfu or SE Ranking. Or you could do a search on Google with your primary keywords to analyse the competition.

Then create 3-5 Ads per ad group with unique benefits and USPs. This will help to test the Ads and then you can go with the best performing ones.

7. Lack of consistency
Inconsistency is what kills many campaigns. You should be consistent in your AdWords strategy including where and how you appear, Testing, Optimisations, budgets and more.

Many advertisers take a haphazard approach to their advertising. They have no plan and don’t follow a process to optimise their campaigns. No wonder it doesn’t work for them and money goes down the drain.

Common Mistakes Made By AdWords Managers

There are common mistakes that most AdWords managers make as they setup and manage their campaigns. These can prevent the campaigns from reaching their full potential – or worse, even making any profit.

As an Adwords manager in charge of one or more campaigns, it’s important to be aware how to prevent these errors, or correct them if they’ve already happened.

Here’s a list of the top mistakes made by AdWords managers:

Setting a low budget

A low budget is one of the reasons many campaigns fail. Despite settling up targeted ads and relevant keywords the results are always poor because traffic volumes are low and little can be learned from the results.

Many AdWords managers set low budgets and prevent their ads from reaching their full potential. With a low budget, these ads don’t achieve high positions so miss out on the best traffic.

A healthy budget will help you see quickly which ads and keywords are working. With that, you can adjust ads based on performance and take advantage of opportunities.

Not spending enough time in the search terms report

The search terms report is one of the most important reports in AdWords. For Search and Shopping campaigns, it shows the actual searches that are driving traffic to your website.

This is particularly important for shopping campaigns that don’t use keywords and therefore can be more of a challenge to manage. With these campaigns, searches are matched to your products title and description. So, you should ensure these are optimised for potential searches.

With Search campaigns, you add keywords to target potential customers. So you have more control over the type of searches you get and the match types help to control that.

The search terms report helps you to see if your ads are targeted or not. And many Adwords managers don’t spend enough time studying these searches to know the the intent behind them and assess how well their advertising is performing.

The search terms report will help you to create a good negative keyword list to block irrelevant searches.

Most AdWords managers don’t spend enough time looking at this report and filtering all irrelevant searches. And so, their campaigns waste budget on people that don’t fit their target market.

Ignoring negative keyword research

There are two main ways to find negative keywords. First is with the Keyword Planner tool that you use to research your keywords.

As you carry out this keyword research, you should be looking out for potential keywords that are not relevant to your business and could waste your budget. And then add these negative keywords to prevent them from triggering your ads.

The next method to find negative keywords is in the search terms report. You can find this report under the Dimensions tab and under the Keywords tab. Here you can add negative keywords individually and in bulk and move them to the Negative keywords tab

Not updating advanced location options

It’s not enough to target a specific location. It’s important that you update advanced location settings to state who can actually see your ads. Many AdWords managers aren’t aware that searchers outside of their targeted location can see their ads if the settings are as below:

Depending on your goals, it’s often best to target “people only in my targeted location”. That means someone in France searching for products or services in the UK will not see the ads.

Of course that’s ok if you don’t want those people to see the ads, however there are many plausible reasons why you may still want to target the French searchers.

What’s most important is to understand how advanced location options work and to update them according to your plans.

Not setting up Analytics goal tracking.

Many AdWords managers setup conversion tracking through AdWords and ignore the advanced tracking capabilities of Google Analytics.

AdWords conversion tracking is limited in its reporting. And it requires more work to setup than analytics goal tracking. With goal tracking no additional code is required to be added on the website beyond the normal analytics tracking code.

With conversion tracking you’ll have to upload code to the website for every conversion type you create. This is time consuming and affects the performance of your website because of additional code.

Not tracking the bounce rate metric

Bounce rate is one of the most important metrics to track. It’s so important that a keyword or ad or campaign that has received only 10 clicks and has 100% bounce rate should be removed or improved immediately.

Getting more traffic is unlikely to change the bounce rate by much.

On the other hand a keyword, ad or landing page with no conversion rates after 10 clicks should not be removed because it’s too early to do so. You’ll still need to run it to assess performance if the bounce rate is still reasonable.

So, bounce rate is important because it shows how engaged visitors are on the page. If they’re not engaged then they are unlikely to purchase and something needs changing.

Is AdWords Still Effective for Testing an Idea?

AdWords is one of the best platforms for testing an idea. It allows you to quickly get your product or service in front of a targeted audience that is either searching or fits the demographic profile.

Firstly, you need a website or landing page to promote your idea. Next, you setup your AdWords account and then create a campaign and finally advertise your product or service.

Some important metrics to monitor as you test your idea are impressions, clicks, Click Through Rate (CTR) and conversions. They help you assess performance and know if your idea is viable in the market.

Here are some reasons why testing an idea with AdWords is still effective:

AdWords has volume

This is one of the benefits of Adwords advertising.There is sufficient volume to test your idea on the different platforms including Search, Display, Video and others.

For Search campaigns, you’re targeting people that are searching for your product or service. However, if you are testing a completely new idea in the market, it’s possible that no one is actually searching for that. So you are unlikely to get a substantial amount of impressions and clicks.

The Google Display Network (GDN) can be a viable option in such a case. You can use it to reach your target market, who may not be searching for your product or service at that point, but are viewing sites that are related to the industry.

GDN presents you with more targeting options than Search including placement targeting, demographics, in-market audiences, topics, Gmail Ads, Remarketing, interests and others.

So it’s the perfect platform for raising interest and awareness for your new idea.

Results are instant

Adwords results are instant too. Within hours you can see whether your ads are working or not. This is especially true if your keywords have sufficient search volume.

So, after receiving 100 clicks for example, what are your metrics telling you. Is engagement on the page high or are visitors bouncing?

Has anyone made contact or placed an item in the basket? Whatever idea you’re testing, make sure you are tracking the metrics that matter. And don’t give up if the results are not as expected.

This is the time to tweak the ads and keywords based on performance and add new ones when required.

 AdWords is affordable

Unlike other forms of advertising, AdWords is affordable because you can control how much you spend easily and can direct budget towards the best performing assets.

That means there is very little wastage. So no scatter-gun approach is required. You target people and businesses that are searching for your products or services.

This kind of targeting is unique to Pay Per Click (PPC) advertising and Google is the major player in this field. Bing Ads is a distant second, but is also a viable option to target your market.

Easy to launch

Setting up an AdWords campaign can be done in under an hour. And within a few hours of launching the campaign and Ads being approved, you will start to receive traffic to your website and test your idea.

What are some Google AdWords Best Practices?

Following Google AdWords best practices will help you create effective campaigns that bring in impressive results. Your Search campaign health score will reach 100% and you will spend less for greater ad prominence.

Adwords Search Health Score

There are many best practices to follow and what you implement will depend on a number of factors.

I’ve listed here some best practice to implement if you are primarily running Search campaigns:

Choose the right bid strategy

There are two bid strategy types in adWords: manual and Automatic. And there are 6 automatic bid strategies and only one manual strategy. Your choice of strategy will depend on your goals.

If you are launching a campaign, maximise Clicks is likely to be the best bid option to get you as many clicks as possible for your budget. If you would like more control over keyword bids, then manual bidding will be best.

And if you want as many conversions as possible after having run the campaign for a while, then Maximise Conversions is likely the best.

Also, if you have a particular competitor you want to outbid, then Target Outranking Share is the best bid strategy to use.

Add 2 or more ads

Add at least two ads in each ad group. The ideal number is 3 and each should be slightly different to test specific features, benefits, prices, discounts etc.

This will help to boost your Click Through Rates (CTR) and Quality Scores and improve the overall performance of your campaigns. The AdWords machine learning system will then give more prominence to the ad with the best performance for the key metrics.

Start with phrase and exact match type

The match types you use are important because they determine what searches your ads appear for. Broad match types allow your ads to appear for a wide range of searches and some will not be relevant.

And this is usually because you are unlikely to have a comprehensive negative keyword list when getting started.

So, it’s important especially when launching a new campaign that you control the searches you are appearing for. Phrase and exact match keywords will do that for you and as you manage your campaigns over time and build your negative keyword list, you can then later add broad match keywords.

However, before adding broad match, you could add modified broad match versions and target more searches.

Use Dynamic Keyword Insertion (DKI)

Using DKI especially in the ads headline is one effective way to make your ads relevant to the searchers query. It helps to increase clicks and CTRs and will boost your ad quality.

The syntax for DKI is quite simple and follows the following pattern

{KeyWord:Default Keyword Here}

In the example above, you place your default keyword in the curly brackets and the text is updated with the keyword that triggered the ad – as long as the keyword is within the 30 character limit.

DKI can be used anywhere in the ad and that includes headline 1, headline 2, description and Path 1 and Path 2.

Add all Ad extensions 

Ad extensions help your ads gain more prominence in the search results. They also help you to appear higher in the search results.

Adding all extensions that are relevant to your business is a must and you should ensure you add them for Sitelinks, callouts, call, structured snippets, reviews, price and location extensions.

They also help make your ads relevant to searchers and you will see an improvement in CTRs and Quality Scores. This is important especially if your competitors are doing the same.

Update advanced location options

It’s not enough to just specify the location you want to target. You also have to decide where your ads should or should not appear, with the Advanced Location Options feature.

This feature is available in campaign settings and helps you decide whether people outside your targeted location should see your ad or not.

A hotel targeting Milton Keynes for example, would still be happy for its ads to be visible to people based in France looking for a hotel in Milton Keynes. So if these people use google.co.uk and search for “hotel in Milton Keynes” they will see the hotel ads if the settings are as they are below

Advanced Location Options

However, for some businesses, it is important that they only appear for people actually located in their targeted location because anything else would be a waste of budget. So the correct settings would be as follows:

Advanced Location Options

Add negative keywords

Negative keywords are a way to block irrelevant searches. You can identify negative keywords to add as you do your keyword research and also throughout the management of your campaigns.

One other place to find negative keywords to add is in the search terms report. This report is important because it shows the actual searches your ads are getting impressions and clicks for.

You are likely to find many potential negative keywords here which will help prevent budget wastage. Quickly add them in your negative keyword list.

An effective way to add negative keywords is in shared library because that allows you to assign the lists you create to all relevant campaigns – and saves you time.

Setup ad scheduling

Use ad scheduling to pick the days and hours when your target market is searching and buying. This feature is available in campaign settings and allows you to choose the days and hours you want to run your ads.

If your business targets other businesses, then you may want to run ads during working hours Mon to Fri 8am – 6pm.

If on the other hand you want to target as many searches as possible, then you should consider running ads 24/7.

This feature also allows you to bid higher on specific days or hours, if you want to gain more prominence in the search results.

8 tips for PPC Lead Generation for B2B Campaigns

According to Google, 90% of B2B researchers who are online use search specifically to research business purchases. And did you know, on average B2B researchers do 12 searches prior to engaging on a specific brand’s site.

That means B2B businesses and marketers ignore Pay Per Click (PPC) Search marketing at their own peril. In fact, businesses that are harnessing the power of Search are seeing tremendous results in their lead generation efforts. And they are achieving that by being available when their target markets are actively searching.

There are number of ways to take advantage of this, and I’ve listed here 8 tips for effective PPC lead generation:

Differentiate your ads

Most ads on google are drowning in a “sea of sameness”. They have no benefits or unique selling points to differentiate from competitor ads and so they fail to achieve good ROI.

Your ads should stand out from the competition and should describe the benefits that prospects get from your business.

So, avoid talking about features, which is what your product or service is; and avoid talking about functions, which is what your product does. Instead, talk about how your product or service helps the prospect, which is the benefit.

Provide multiple Calls To Action (CTA)

Most B2B businesses have multiple calls to action like a phone number to call, a white paper to download, a product to purchase, a contact form to fill out and a host of others. These should be strategically placed throughout the website and should be linked appropriately from the PPC Ads.

Each CTA type serves a different purpose and should be targeted to the different audiences that arrive on your site. A white paper for example is an essential piece in the Awareness stage of the buying process.

It should be targeted at new visitors and should be promoted in your Adwords Ads.

And the keywords you choose should be more generic and should target people looking for information and not necessarily to make a sale

Use bid modifiers

Particularly for device targeting, considering that your market will likely be searching during normal working hours and on a desktop. If you that is the case, then add a bid modifier to increase positions for people searching on desktop.

This will lead to an increase from this target audience and should hopefully lead to more enquiries for your business.

Don’t turn off Ads

It’s important to be always present as people research and search. Don’t turn off ads because you have got all the leads you need. It will affect future lead gen targets. For b2c it is often ok to turn ads off when products are out of stock.

However, with the long sales cycle that is characteristic of B2B sales, it’s important to realise that it could be weeks or months before a sale is completed. So, turning off ads now because you are busy and don’t require more customers at the moment, could dry up your sales pipeline and affect business down the line.

Be visible when it matters

Most B2B advertisers will run ads during normal working hours and that makes sense because that is when the target audience is most likely to be searching.

However, appearing in search results in the evenings and over the weekend is important too despite it being outside of working hours. That is because many small business owners do Search at odd hours and days. And then they can use the contact forms or call the business during open hours.

Choose the right keywords

Keyword selection could make or break your Adwords strategy. This is the most error-prone part of Adwords advertising and many advertisers get it wrong from the start and throughout their advertising lifecycle.

It’s important to start with thorough keyword research to identify both primary and long tail keywords that are descriptive of what your market is looking for. There are many resources to use for keyword research including:

⁃ the keyword planner tool in Google AdWords
⁃ Your websites content pages
⁃ Your competitors content pages
⁃ Magazine and books related to your industry

Many B2B companies use shopping listings and search ads to promote their products. And it’s often effective to bid on part and model numbers, that normally sell well and have lots of searches.

Structure campaigns for success

Due to the research-heavy nature of B2B, it’s a good idea to put your keywords in campaigns and ad groups that address the various stages of the purchase funnel.

So have campaigns or ad groups for the Awareness, Consideration and Decision stages of the buying funnel. In the Awareness stage for example, you will focus on general keywords that have higher volumes and are targeted at people who are not ready to buy, but are still researching.

For keywords related to the Decision stage, you will bid on keywords with the words “buy” or “download” in them. These will often be long tail keywords with fewer search volumes individually, but high purchase intent.

Structuring the ads and keywords according to the various stages will help you manage your account more effectively and boost ROI.

Use the right Call-to-action (CTA)

You would rarely use ‘buy now’ or ‘order now’ as CTAs for B2B. More appropriate CTAs are enquire now, learn more, get quote and so on and you would include these in your ads in different ways for testing purposes.

B2B Advertising requires a long view, especially when compared to the wham-bam world of B2C PPC.

Adwords White Labelling – How to Partner with an Expert PPC Agency

Many agencies including web development, app, and digital marketing agencies are finding that their clients are requesting help with their PPC campaigns, but unfortunately they lack this experience in-House.

 

So, they struggle to find the Adwords and PPC talent they need to service their clients needs successfully. Often, the solution is to either hire a ppc expert, which can be expensive of course or work with an Adwords expert or agency on a white label basis.

 

The latter option works well for many reasons including saving on payroll costs; the ability to terminate the relationship easily if it’s not working and also the ability to quickly get PPC help without needing to train anyone.

 

So, here are some tips to follow if you are looking for an Adwords White labelling partner – just make sure they sign an NDA:

 

How will you set them up on your MCC?

One of the important things to think about when partnering with a PPC agency is how they will have access to your client’s accounts. Obviously you should have a Manager account, formerly known as a My Client Centre (MCC) account for quick and easy access to these accounts.

 

My advice would not be to hand out login details, whether it’s your primary MCC account or the individual clients accounts. Instead, you could create a separate email for the Adwords partner agency and then setup a sub-MCC account which you can grant access to all accounts in your main MCC or specific accounts.

 

This is most likely the best way to go about granting them access and ensures that it is all fully white labelled and only your details are seen by clients and overall security is maintained for all concerned.

 

At the end of the AdWords white label agreement you can then easily remove them from the MCC and remove the email address too and not have to change passwords and login details.

 

Pick A Specialist

There are countless full service agencies out there, all claiming to be specialists in 7 or more services such as SEO, PPC, Digital PR, web development, graphic design and other services.

 

Partnering with an agency that specialises in Google Adwords is better. However, you will be better off with an agency that has specialist skills in Paid Search or Google Shopping or Display Advertising etc. This level of granularity is what will help you pick a truly specialist agency.

 

Google Adwords is a big platform with many channels including Search, Display, Shopping, Remarketing, Gmail Ads, Universal Apps, and Video. It would be almost impossible to be a specialist in such a wide range of platforms in Google Adwords.

 

Check out their portfolio

Check out who they have worked with in the past and it should closely match your agencies target market. So, if you are focused on B2B sectors then look for an Adwords partner that has experience in this area.

 

This is because understanding the buying habits of the target market will inform the AdWords strategy you implement. This kind of customer knowledge comes about from years of working on such campaigns and achieving key goals and KPI targets.

 

Don’t go cheap

If you pay peanuts, you get monkeys, as the saying goes. This is perhaps the biggest mistake that agencies make when looking for an Adwords white label partner.

 

Of course the Adwords partner you indentify should have reasonable rates that also motivates them to focus all their efforts on your clients accounts. If not, they will spend little time managing these accounts and instead focus on accounts that have better rates for them.

 

PPC management rates differ from one agency to another however research carried out by the Wow company reveals that the average agency rate is £86. That will differ from service to service but understanding this rate will help you find the right Adwords agency partner.

 

Find out how we here at NCube Digital can white label for your agency and the experience we have developed over the years doing this for many agencies in the UK.

PPC for Lawyers – How To Maximise Your AdWords Campaigns & Increase Conversions

The good news for law firms and solicitors is that Adwords is proving a very effective channel to increase website traffic and conversions with their targeted audiences. As an inbound channel, visitors are highly qualified and are looking for a solicitor or a lawyer to solve whatever it is they are looking for.

The bad news though is that many competitors are turning to this channel too and although that is not totally bad, this has seen an increase in average Cost Per Clicks (CPCs) and it’s normal to see rates of £5 on average.

So, this means just setting up a campaign and hoping that business will increase is a hopeless endeavour. What is required is an effective Adwords strategy that goes beyond the basics of doing keyword research and launching text ads.

Here are some tips to take your advertising to the next level and differentiate from competitors and reach the right prospects:

 

Use as many ad extensions as possible

Over the last 24 months Google has changed the ad results pages significantly and advertisers that are taking full advantage of this are seeing great results in Click Through Rates, Quality Scores, Ad Rank, Conversions and more.

This means as an advertiser of a professional service, you should take full advantage of this to differentiate from competitors and achieve your advertising goals. And that begins with writing great Ad Copy that makes full use of the available character space.

Next, you should use all the most applicable ad extensions including sitelinks, callouts, call, message, structured snippets, reviews and price.

Including all the applicable extensions will help you to occupy more space in the search results and you will gain more prominence and higher CTRs.

Also, include descriptions for the sitelinks, and these will appear at times when your Ad is in position 1.

 

Optimise your landing pages

Your landing page is where most of the action takes place – or should take place. The ad will be the first thing searchers see about your business and it should be a good introduction to what they will find on your landing pages. The ad will not say all there is to know about your service – that is the job of the landing page.

Some features that you should have on your landing pages are:

⁃ call to action – tell your website visitors what you want them to do. Is it to call you, or download a white paper or use your contact form? Whatever it is, you should make it explicit and it should be visible ‘above the fold’ when they land on the page and at the end of the page, ideally.

⁃ Contact form – this can work as your call to action and tests reveal that website visitors are much more likely to contact if you have a form and not just an email address. This is especially true for mobile visitors, who can easily fill a form in seconds

⁃ Benefit-laden Copy – include copy that speaks to your target audience and has benefits that describe what they are looking for. Ideally this should be easily digestible and available in bulleted points to highlight key features.

 

Setup call tracking and use google forwarding number

Call tracking allows you to see which campaigns, ad groups, ads, keywords, search terms, locations, devices, days, hours and more are driving calls to your business. As a service business, connecting with prospects over the phone will be important and you can make that a lot easier for your prospects by including a call extension with a google forwarding number for tracking purposes

It’s true that many professional service businesses prefer instead to show their own number because it is an important part of their marketing strategy. So, a google forwarding number is not something they want to appear with their ads.

Bear in mind though that the forwarding numbers that show up with your ad will have a similar area code to yours and although will be different from your actual number, it will still help with your branding. However, you cannot promote the forwarding number as your own.

Without this tracking, it will be harder to optimise your campaigns and bid higher for the assets that are bringing you the best returns. Another option to solve this without using a Google Forwarding number is to setup a Call Only campaign

 

Include a strong USP

A unique selling point is important because it helps differentiate your ads from the many others on Google. With a good USP you will see a good Click Through Rate for your ads and that will help to increase relevant traffic and therefore lead to more conversions and calls.

A USP is any customer benefit that only your business has and cannot be replicated easily by competitors. Coming up with one is a challenge that all businesses face and is not limited to law firms. Without a USP or unique benefits, your service is just a commodity and prospects have no strong incentive to contact your law firm.

A USP can be as simple as how you deliver your service. Think of Dominos Pizza and how they guarantee delivery in 30 minutes or you pay nothing. Similar to your business, you can create a unique benefit in service delivery or affordability that competitors cannot match.

 

Call Only Campaign

This is a variant of a Search campaign and it’s aim is to get you calls instead of website clicks. The one other major difference is that call only ads appear only on devices that allow people to calls like Smartphones, whereas Search and other campaign types can appear on all device types – tablets and PC included.

So the aim of a Call Only Campaign is to get as many quality calls as possible for the available budget. So clicks are not registered and all you will see when someone interacts with your ad is a call.

use ad scheduling to show ads on specific days and hours:

As a law firm, advertising during periods when you are available to answer queries is important. So that would normally equate to running ads from Mon – Fri between 8am – 6pm and using ad scheduling or day parting tools in campaign settings

 

Are you tired of achieving poor results with your Adwords campaigns? Contact us to find out how I can help and request a free Adwords audit to find out how to improve things

Google Adwords For Health Clinics: What To Do & Not Do

A few years ago, if you wanted to find a health clinic you would simply have looked in the local phone directory or found a pamphlet in the local council offices. Now, using the internet we can pick and choose health clinics across a broad area. And once you start looking online for specific health providers, from orthodontists to paediatricians, the choices are many.

 

Many health clinics now turn to the internet to find new patients, but if a clinic is offering a specialist service or looking to increase patient numbers it pays to know how to advertise.

 

Google Adwords is the industry standard when it comes to online advertising. Sure, Facebook, Bing and Yahoo are great alternatives, but for the big return on investment, you’ll need to go with the big guns.

 

Identify Your Customers

 

First things first, before you put any money down is to work out who you are targeting. Are you looking for people looking for a general doctor, sports therapy or more specific treatments?

 

You will need to understand who your customer is and what they are searching for. What age range do they fall into? Are they under 30, under 18 or over 55? Are they looking for immediate treatment or are they researching their options?

 

Once you have a picture of your customer you can then start to work out what they are searching for. Search terms are, of course, the name of the game with Google Adwords so start to develop an image of your customer and you can start to work out what they want.

 

What Not To Do

 

Being general will target too broad a sector of the public and can cause your Adword campaign costs to spiral. PPC means pay per click, so if you’re targeting the general public who are looking for treatments, try to make sure you are only getting clicks from people who are likely to complete a purchase or who are likely to become customers/patients.

 

Keywords

 

Once you have the image of the customer you are targeting you can then start to identify the words and the language they are using to find their health treatment. If they are looking for treatment for the whole family, perhaps they will be searching things like, ‘Where can I find affordable dental care for my whole family’ or ‘Best local private doctors in North London’.

 

With the advent of voice search, more and more people are using virtual assistants like Siri or Google Assistant. The way you harness this is by answering questions that users are likely to ask.

 

For example, on your home page you may want to say something along the lines of, ‘We offer the best private healthcare in the North London area for all the family’ and then perhaps a summary of services offered.

 

When it comes to running your PPC campaign through Adwords you would then streamline your research by targeting the specific keywords that are being used to find your business.

 

What Not To Do

 

Medical advertising is subject to strict licensing laws, so be careful about using names of specific medical products or treatments as part of any Adwords campaign. Google has been known to shut down advertising campaigns if they deem them inappropriate. If for example a health clinic specialises in obesity treatments, avoid naming specific treatments.

 

Also for keywords, being too general will mean less of a solid return on your investment. You can always change the keywords you’re using when running an Adwords campaign, so use a selection of keywords and see how they work. If they’re costing you a lot of money and getting you very few conversions then your terms might be too general and you’ll need to reconsider.

 

Use Location

 

The good thing about Adwords is you can really target a specific area. If your health centre targets a larger area or offers a service which people come from far and wide to use then sure, you can throw a wider net. But, for most health clinics you’ll be wanting to draw patients from a local area.

 

Keep your location obvious in your contact details, of course, and add location extensions and also make sure your business shows up on Google Maps.

 

What Not To Do

 

Incomplete or incorrect contact details will cause headaches for patients who will just go elsewhere. Not having your location show up on Google Maps is like being invisible, so make 100% sure your address and location are showing up correctly. This might sound obvious, but it’s a simple mistake that can cost a lot of money, especially with PPC campaigns.

 

Maximise Your Advertising

 

Spending money on a PPC Adwords campaign for your health centre is a great way to boost visitors and interest. However, it helps to maximise your reach, especially if you’re spending money.

 

The traditional ways of boosting the return on investment for a PPC campaign are to use social media to increase exposure and run a blog to showcase your knowledge and expertise. This of course means more work and designating someone to run these extra campaigns for you – however they are tried and tested ways of boosting your profile.

 

You can also choose to opt in to the Google Display Network. What this means is that your ad can show up as an interactive banner on certain websites which have opted in to have advertising shown. Targeted people will then see these ads when browsing and can click through to you that way.

 

What Not To Do

If you’re running a health clinic or a PPC campaign that is offering a specific treatment of service, try not to go off topic with your social media or blogging. Inconsistency can scare people off, so try to embellish and improve on what you’re paying for.

 

Use your blog and social media to offer more advice and tips related to the market you’re targeting.

How to Specifically Target B2B Customers with Pay Per Click Advertising

Targeting particular customer types is of course one of the essential marketing skills and targeting B2B is perhaps one of the trickiest.

In fact using pay per click campaigns to target B2B customers is notoriously tricky with many companies spending ridiculous amounts of money for the sum total of zero sales.

So is it worth doing PPC advertising to target B2B customers?

Short answer: Yes.

If you do it right. This is how to succeed with your B2B PPC campaign.

Below I’m sharing some major points with you that you should always keep in mind when running your PPC or Adword Campaign specifically for B2B leads or sales.

 

 

1.     Find Your Target

Like any good advertising campaign, success is all in your preparation and the most important method is to define your target market or customer.

Are you targeting the CEO of the company in question, the supplies buyer or the marketing department?

Define precisely who you are targeting within your business niche, right down to their position within the company if possible. You’ll want decision makers who are looking for solutions which you can provide.

Ask yourself, what are they looking for? What problems do they have on a daily basis? Why would they need you to solve the problem for them?

Read industry specific forums, Linkedin groups and if possible speak directly to your existing clients and ask them questions about your service.

Which brings us to the next point…

2.     Identify Problems and Solutions

Your product or service is no doubt a solution to a problem.

Ask yourself how your product is going to help your customer, why they would choose you over a competitor and what is your unique selling point?

A good way to see how others see you is to ask your current customers to provide some feedback forms.

Let them know in advance that you are conducting a bit of research and that you’d appreciate if they completed the forms (online or paper is fine).

Then, sit down with your marketing department and management and identify what you need to know.

Ask your customers what they think of your service, how they found you, what solutions you provide for them, why they choose you as a service provider.

Ask open questions so that your customers provide more in depth answers.

As mentioned earlier, checking specialist forums, Linkedin groups and even Facebook groups can help you to understand what people are looking for in your sector.

 

3.     Give Them Something

Of course, you are selling your product or service and you want to get as many paying customers as possible from a PPC campaign.

However, one way to entice people is to offer something for free.

It might be a downloadable ebook or workbook, a free trial or an introductory offer.

This may not necessarily apply to every industry sector; but often if you are trying to make your way into a market or establish yourself as a major player then having the confidence to give your potential customers a little something will reap rewards.

This is also a great way of getting leads who you may be able to convert to full customers further down the line.

 

 

4.     Choose Your Keywords Wisely

A PPC campaign is all about the keywords you choose and this is where companies waste money. Remember, you are paying – PER CLICK.

So, extraneous keywords may cause un-necessary clicks which will cost you money which you may not benefit from.

Your keywords are THE most important factor so from your analysis you should be able to see what are the best options.

Look at past advertising campaigns to see what works for you. Look at your competitors and try and work out what they are paying for.

Use tools like Semrush, Moz, Keywords Everywhere, Google Adwords and Wordtracker to work out which are the under targeted keywords.

What is key here is not targeting the words with the most volume (these will cost you the most); but the words and phrases which you think would lead to the most interested parties clicking your link – and then using the service.

You might not get this right first time, but the joy of PPC campaigns is that you can chop and change as you need.

Which brings us to the next point.

 

 

 

5.     Track and Monitor

From the moment you start your PPC campaign you will be spending money.

Keep an eye on what is working, have a plan B and be prepared to stop and reconsider if things aren’t going to plan.

One way to track success is to make specific pages on your site which are landing pages for your PPC campaign.

The pages will have a unique URL so you can track which is getting links, if there are any conversions, downloads or whatever you are looking for customers to do.

If you don’t have specific landing pages, no problem, you will still be able to see the engagement and results.

There are no hard and fast rules for success in PPC marketing (no matter what people tell you) so if you seem to be spending a lot of money for nothing, stop.

Go back to the drawing board and start again.

Best Practices for Effective Mobile PPC Campaigns for B2B

Running a PPC campaign is bread and butter for most businesses these days, with many companies spending a large segment of their advertising budget on everything from social media to search engines. With many business users using the internet via smart devices or tablets, being able to target specific devices is becoming more crucial to a successful (and cost effective) PPC campaign.

 

Think about it, in your daily business how many times do you run a search from your phone or tablet and how many on desktop/laptop? If you’re like more than 50% of the searching population, you’ll probably be running the bulk of your searches from your phone. This includes more and more business users.

 

In fact with the amount business owners (digital nomads and dropshippers for example) who work from coffee shops, airport terminals and co-working spaces, the amount of mobile searches is only going to rise.

 

Optimising a business PPC campaign for mobile search is becoming more of a key strategy. Thankfully, it’s relatively straightforward (although it does require a bit of tweaking to be really effective).

 

Who Would Benefit From Mobile PPC Campaigns?

If your business relies on offering services to businesses on a 24 hour basis, for example technical support; or if you’re providing a global service then targeting mobile is absolutely key to a successful advertising campaign.

 

Being constrained by opening hours and a physical shopfront is no longer how business works. People work longer hours, weekends and in different time zones – so if you’re looking to make sure your business is at forefront of the ongoing digital revolution then getting up to speed with mobile PPC campaigns is essential.

 

What Do I Need To Effectively Target Mobile PPC?

First things first, your site will need to be mobile optimised. If yours isn’t then make this a priority. You’ll need to make sure your mobile site is:

 

  • Easy to read on any sized screen (in 2017 people still use iPhone 4’s remember!).
  • No funny fonts or small type. It has to be readable on all screens with minimal zooming/pinching.
  • No flash animation. Flash doesn’t work on Android or iPhone so if you’re still using it, get rid of it!
  • Less is more on your homescreen. Make it obvious what your business is with the least amount of blurb – people have short attention spans remember!
  • Having an easy to navigate site is essential. Make your menus and drop-downs easy to find and click on. Be careful of overlapping text and menu options which can be distracting and off putting.
  • Make your contact details easy to find and read. Make sure all links to emails and phone numbers are correct and working. This is probably the most important aspect as people will be trying to contact you directly from their phone. If links don’t work, they’ll just move on to someone they can contact…

 

If you can get all of this right, straight off the bat, then you’ll have an advantage over probably 75% of mobile websites.

 

Setting Up Your Mobile PPC Campaign

So your site is perfectly optimised for mobile, you’ve done your keyword research and set aside your budget? So you’re ready to go, right?

 

Keywords

 

Choosing your keywords and cost per click isn’t so radically different to desktop PPC. However, bear in mind that the digital assistants such as Siri, Google Assistant and Alexa are becoming much more popular – as such the style of search is changing slightly. What does this mean?

 

People search for answers to questions. What, where, when, how? Answer questions to common issues in your industry. For example, ‘How much does accounting software cost?’ or even ‘Where can I find a reliable software developer?’.

 

Location

 

Location is also a massive factor. You can target specific areas in mobile search, so if someone searches for, ‘Where can I find a good shop fitter near me?’ make sure you run a good chance of showing up top in the searches.

 

Equally, for global searches you can target specific territories, so if a business manager in Australia asks ‘Where can I find a mobile PPC campaign manager?’, you could still show up.

 

Target Business Terms

 

You’ll also want to discount retail or casual searchers from clicking on your ad. After all, why pay for a click when there is a zero chance of conversion. Make it clear you are targeting business with your mobile ad. Use phrases like ‘Grow your business’ or ‘Solutions for business…’ (obviously specific to your industry) in your mobile ad.

 

Call To Action

 

Offer a call to or promise of action within your ad. For example; contact us today for effective business IT solutions. Or, fast and effective mobile PPC solutions guaranteed. Once again people have short attention spans, especially on mobile, so grab their attention as much as possible.

 

And once you’ve grabbed their attention, make it easy for them to get hold of you. Offer a ‘call’ button, or if you prefer an ‘email’ button, within the ad for maximum effect.

 

Mobile Landing Pages

 

A very effective way to ensure conversion is to have mobile landing pages which are optimised for your ad campaign. As people click through, they will be presented with a simplified version of your site and easy options for contacting you and buying your service. This can cut out the clutter of the main site, although they can obviously click through to it if they want to know more.

 

Although this can be an additional expense it does offer a greater chance for conversions to real sales and means you have to tweak your main site less for mobile.

 

The golden rule for mobile landing pages? Keep. It. Simple.

 

The Rules Of B2B Mobile PPC

 

The game is still evolving with mobile PPC campaigns, the same as with desktop search. Google does positively discriminate against sites which are mobile optimised, so having a mobile optimised site can only help in the long run. However, the rules change frequently so if you’re looking to get ahead in mobile PPC you’ll need to keep your finger on the pulse (or hire someone who does).

 

In a nutshell, the rules of mobile PPC can be summarised as:

 

  • Keep it simple with regards to sales blurb. Be clear and concise and make it easy to get hold of you.
  • Make it obvious what you do. If you’re targeting business, say this loud and clear.
  • Check your mobile site and make sure it works flawlessly. Check it on different devices and do this regularly.
  • Be available – meaning; optimise yourself for location and ensure contact details are correct and working.

 

If nothing else, these four simple rules will mean that your B2B mobile PPC campaign should be a success.