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.

A Few Minutes With… iThinkMedia’s David Cable

For the latest edition of ‘A Few Minutes With…’ we decided to speak to the Client Services Manager at our Headline Sponsor, iThinkMedia, one of the country’s leading SEO companies.

Formed in 2008, iThinkMedia are an established search marketing agency providing clients with maximum and targeted visibility on search engines. The firm is based in a unique renovated barn in Hertford, and boasts a glittering client list featuring the likes of Mothercare, World Wrestling Entertainment (WWE), ebay and Jaeger.

Here’s what David had to say on his experiences with social media and the digital world.

Could you describe your company’s activity on social networks?
We have historically tried to use a number of platforms, however have found that Twitter and LinkedIn are the most effective for what we are trying to achieve from using social media networks. Twitter we use as a platform to share our thoughts and opinions, interesting articles and on occasion gain feedback from others in our field.

LinkedIn is certainly one of the best places to share content (blog posts etc) as get’s in-front of our target audience that are not being distracted by silly cat video’s or questionnaires about what animal you were in a previous life.

Are there elements of your business now that would not have been possible without social media?
Certainly. Just last week I was stuck on a particularly technical issue that we could not work out in the office. Taking to Twitter, I was soon involved in conversations with other agency owners in Seattle, USA. This took minutes, not days! They went above and beyond to help too, having exchanged email addresses meaning our discussions could be more in-depth and sending me some examples of how to resolve my technical issue. Collaboration has now become much easier thanks to all the social platforms available.

How has your relationship with your customers/clients changed with the dawn of digital technology?
No longer is the only form of contact the phone or emails. We follow all of our clients on their respective social networks, as well as their competitors, to see what is happening and if there are any missed opportunities.

Sharing of documentation is now much easier too, with the likes of applications such as Google Drive, Trello, Base Camp and the thousands of other campaign management tools out there. Our clients like it and so do we. It’s easier to manage, you can work on docs collaboratively in real-time and it helps us stay transparent for our clients.

How would you describe the relationship between businesses and digital technology in your local area?
There are some really technically savvy businesses out there who are embracing the technology to improve their services. Most businesses have adopted social media for growing their brand awareness, but some are truly embracing the digital aspects of the technology available.

We’ve seen businesses using re-marketing (sort of like stalking visitors of your site wherever they go online), display marketing and most notably video marketing. With technological advances, producing video has become easier and cheaper, so we are seeing more creative uses of this platform for marketing, especially from some of the finalists like Tommie & Lottie, asset.tv and others. That will be one of the closely contested categories for sure!

Which social media campaigns or accounts have really caught your eye recently?
Nike. They are always the pioneers of new technology and they have recently done a set of videos utilising 360-degree viewing via a YouTube video, promoting their new football boots with Neymar. It’s all about experience marketing with Nike and they are literally the best – they had wonderful campaigns during the World Cup too, with almost instantaneous adverts that related to which player had just scored.

What have you found to be the most positive and negative aspects of using social media for your business?
The reach of social media is amazing. We’ve been able to get our blog posts all over the world thanks to a little self promotion and making sure we are active in Twitter Chats. Our ability to find either like minded industry types or potential new clients from a little bit of digging is becoming something so much more accessible thanks to social media.

Luckily we have not experienced any negativity, but of course are aware that with the ability to set up free accounts, there are businesses out there posting negative reviews on their competitors profiles. Whilst the platforms do their best to stop this activity, there seems to be an element of this in all industries.

What advice would you give to businesses looking to improve their social media activity?
Use the most suitable platform to what you are trying to achieve, rather than trying to utilise all of them. Doing a bit of research to see where your target audience “hang out” is crucial, as this will help you shape your messaging so it’s better received. Certain types of businesses will need to be more image focused to attract new customers, others may have to always use competitions etc, but knowing your target audience is a must if you are to make the most out of social media.

One of the biggest things however is consistency. Not just from how often you post, but also your tone of voice, style of imagery and answering any questions posted to you. Regardless of negative or positive intent from posts to you as a business, you should always respond – there are many companies that can turn negative comments into positive interactions and that all comes from being responsive and trying to help however you can.

For more information about iThinkMedia visit ithinkmedia.co.uk or call 01438 870220.