HERTS: 4 Ways to Improve an AdWords Campaign with Distinctly

We’re delighted to welcome Distinctly as Associate Sponsor of the Hertfordshire Digital Awards for the second year running.

Founded in 2009, Distinctly provide search marketing services including PPC, SEO and digital PR, which increase visibility, boost rankings and deliver real results for clients including Arsenal football club, aesthetic beauty specialists Karidis, designer furniture retailer BoConcept and Kenwood JVC electronics.

In the lead up to HDA17 which takes place on September 21 at Knebworth House, we caught up with Rob Laver, PPC manager at Distinctly, who shared with us four essential ways to improve the success of your Google AdWords campaign.

Rob said: “Designed to increase ad efficacy and boost your return-on-investment, our must-read guide to our essential ways to improve your AdWords campaign will maximise the success of your Google Adwords activity. Here are my top tips.”

Advert Extensions

An ideal opportunity to improve click through rate (CTR) – and, as a result, overall campaign performance – advert extensions make ads more appealing to users by providing useful, relevant information within an ad, as well as increasing the size considerably. Free to include in your ads, popular ad extensions include telephone numbers, address details or links to specific pages on your site.

Less well-known ad extensions include:

  1. Structured snippet extensions

What are structured snippet extensions?

Structured snippets are extensions that highlight certain aspects of your products or services.  They sit underneath your text ad in the form of a header.

How do structured snippet extensions work?

You decide which information potential customers will find most valuable when considering your products or services. You then add specific details to call out, such as:

  • Brands
  • Degree programmes
  • Destinations
  • Hotel locations
  • Insurance coverage
  • Courses
  • Shows

 

Ads can display up to 2 headers at a time, alongside the 80-character description allocated to each one.

AdWords automatically chooses the best header combinations to show based on an algorithm, so it’s advisable to add as many relevant extension headers as possible in order to maximise the visibility of your ads.

  1. Text message extensions

What are text message extensions?

Also known as ‘click-to message’, text message ad extensions are intended to be a simple way to allow your customers to contact you, at a time that is suitable for them.

How do text message extensions work?

Clicking or tapping the ‘text’ option within an ad automatically launches the device’s messaging app, with a pre-written message tailored to the service or product they are enquiring about, whether that is a hotel, theatre show or opening hours, for example.

Many advertisers are already using click-to-message ad extensions to take advantage of a faster way to connect with users on mobile devices, with the aim of increasing their conversion rates.

  1. Affiliate location extensions

What are affiliate location extensions?

Designed to display nearby retail locations that sell specific branded products, affiliate location ad extensions are invaluable to wholesalers and manufacturers who do not have their own dedicated retail space, be that online or bricks and mortar.

How do affiliate location extensions work?

Similar to standard location ad extensions, affiliate location extensions display the nearest locations where a product or service is available, in the vicinity of your current location. Results are shown as an address or, if there are multiple retailers within the radius, on a map.

Affiliate location extensions do not have to be linked to a Google My Business account as standard location extensions do. You can simply choose the location where your product/service is available from a list when you create your ads.

  1. Price extensions

What are price extensions?

Designed to display custom prices in detail, price extensions allow searchers to find what they want quickly and easily from your ad.

How do price extensions work?

Price extensions appear below your text ad on both desktop and mobile. They provide more space to display details about what your brand or business offers.

Each price has its own link, so users can click or tap directly from the extension to the relevant page on your site.

Easy to update, you can change your price extensions to show sale or promotional pricing. You can also choose the days of the week, times of the day and specific dates that your price extensions are displayed.

Remarketing for Search

Remarketing lists for search ads, or RLSA, is a feature within AdWords that lets you customise your search ads campaign to target users who have previously visited your site. You can then tailor your bids and ads to these visitors when they’re searching on Google and other search partner sites.

By applying an audience list of either cookies or email addresses collected, you can bid more aggressively for previous visitors to your website, as they use Google to search for relevant keywords.

  1. Device Usage

AdWords allows you to see whether people clicking on your adverts are using their desktop, mobile or tablet to search most frequently. Importantly, you can also see which device converts best, which allows you to implement the data to reduce visibility for high wastage areas, or increase bids for the best converting.

You set a default bid for one device, for example mobile, with the option to set bid adjustments for the other two devices, in this case tablet and desktop.

  1. Advert Scheduling

Using the dimensions tab within AdWords, you can see which days of the week or even hours of the day users are converting on most frequently, and then schedule your adverts to show more frequently during these times.

You can customise elements such as only scheduling specific ads to display during business hours when you are there to handle customer enquiries.

To find out more information about AdWords Campaigns, contact Distinctly by emailing [email protected] or calling 01923 728191.

HERTS: Top 5 Advanced SEO Tactics for 2017 with Distinctly (Part 3)

We’re delighted to have Distinctly as our Associate Sponsor for the second year running at the Hertfordshire Digital Awards.

Founded in 2009, Distinctly provide search marketing services including SEO, PPC and digital PR, which increase visibility, boost rankings and deliver fantastic results for clients including Arsenal Football Club, designer furniture retailer BoConcept and the University of Hertfordshire.

Ahead of the awards on September 21 at Knebworth House, we spoke to Tom Shurville, Managing Director of Distinctly, who shared his insights into advanced SEO tactics for 2017 and beyond.

In this third part in a series of five Tom explores Search Led Blog Content. What is it and why it should be on your radar.

What is search led blog content?

Intrinsic to successful content marketing, search led blog content is founded on SEO insight – such as detailed keyword research – to target exactly what users are searching for. No longer will you need to wonder ‘what shall I write about on my blog?’

Why do you need search led blog content?

Content can be tailored to target potential customers at any stage in their purchasing or browsing journey, whether they are researching or they are ready to buy.

The opposite of content for content’s sake, search led blog content is helpful and informative. Designed to build trust and establish authority and founded on firm insight, each piece of content is fully – and naturally – optimised, ensuring the post or article ranks quickly and effectively, to drive relevant, high quality traffic to your site.