Browse Tag: “Search engine marketing”

Easy Guide to Bidding Strategies

Picking the right Google Ads bidding strategy and implementing it is critical to driving your ad costs down.

While creating a new campaign on Google Ads, Google asks what type of bidding you want to use: Automated or Manual?

Most people opt for automated because whom the heck wants to adjust bids all the time if you’re running multiple campaigns? Nobody.

But in Google Ads, there are numerous bidding you can pick between and considerably more ways you can put them to use for maximum results.

Let’s walk you through all the different types of Google Ads bidding strategies

Google Ads Bidding Strategies

bidding-strategies-google-ads

  1. Target CPA
  2. Target ROAS
  3. Target Search Page Location
  4. Target Outranking Share
  5. Maximize Clicks
  6. Maximum Conversions
  7. Enhanced CPC
  8. Manual CPC
  9. Cost-per-thousand impressions (CPM)
  10. Cost-per-thousand viewable impressions (vCPM)

Let’s Understand Each one of them in detail:

1. Target CPA (Cost Per Acquisition)

Target CPA bidding strategy can be used when your objective is to generate conversions within a specific cost. In the CPA bidding strategy method, Google will automatically set your bids (CPC bids) based on the CPA you have defined for your campaigns. In order to understand the optimum CPA cost, Google needs historic data to estimate the CPA for your campaign because the CPA can differ from product to product and service to service.

2. Target ROAS (Return on Ad Spend)

Return on Ad Spend is the amount you are expecting on every dollar you spend on your ads. Target ROAS strategy focuses on driving high conversion value than the number of conversions.

Let’s take an example and understand it with some math. Let’s say you are expecting $30 for every 10$ you spend then the Target ROAS to be defined in the campaign will be

ROAS = Revenue x 100%

         Ad Spend

ROAS = $ 30 x 100% = 300%

      $ 10

If we set 300% as the Target ROAS in the campaign, Google will try to achieve as defined but might not be able to every time achieve the no, because expectation on ad spends has to be justified with respect to the product you are marketing. You can’t set very high Target ROAS, which in reality is impossible to achieve.

3. Target Search Page Location

Target Search Page Location bid strategy can be used to target your ads on the first page of the Google search result page or on the top of the search result. So the first page means, your ad might be shown at the bottom of the first page as well, which you won’t be okay with.

Won’t recommend using this strategy as the ad position depends on the Ad Rank of your ad which is related to your bid and quality score. So if your Ad Rank is high then your ads will anyways achieve a higher position in paid search. Also, another reason why you shouldn’t go with this strategy is that Google will raise your bids automatically with no upper limit defined for your bid.

4. Target OutRanking Share

Target Outranking share bidding strategy is an automated bidding strategy where you can outrank your competitor’s ad on Google search.

When you and your competitor’s ads are getting triggered for a particular keyword in the same auction, Google will raise your bids to rank you higher above your competitor’s ad.

The only issue with this bidding strategy is that you can only outrank one competitor at a time. But while you are advertising, there would be multiple competitors on Google ads, so you will have to test and see if this strategy works for you or not

5. Maximize Clicks

Maximize Clicks is a type of bidding strategy where you can get maximum clicks within the daily budget defined for your campaign. Maximize clicks is also an automated bid strategy wherein Google will decide per click bid.

This strategy is good to drive maximum traffic within your daily budget. If your brand is new or if you want to create awareness and increase the visibility of your website, you can go with this strategy.

6. Maximize Conversions

Maximize Conversion bidding strategy is an automated bidding strategy wherein Google will optimize your campaign to get you maximum conversions, set within your daily budget.

For Eg: If your daily budget is $ 100. Google will try to get you maximum conversions within that budget.

Before setting up this bidding strategy, make sure that you have set up an optimum daily budget for your campaign. Do test the campaign by running it for at least 15 days and see if this bidding strategy is working for you or not.

7. Enhanced CPC

Enhanced CPC (ECPC) bidding strategy is a type of bid strategy where Google automatically increases your bid if it feels that there is a possibility of conversion during an auction. The bid amount can be anything, there is no cap limit for this, Google decides the bid amount here. So the bid amount can shoot up by 200% or maybe more than that as well!

So while using this type of bidding strategy, be careful, how your bids are fluctuating and monitor how many conversions you are able to generate from your daily budget. If you observe that the bids are going very high, then switch to another bid strategy or else you might exhaust your budget with no or fewer conversions.

8. Manual CPC

Manual CPC bidding strategy is a bid strategy where you define how much amount you are ready to pay for one click. It’s a manual strategy that gives you complete control over your bids. If you don’t want to move on any of the automated bid strategies then this is the best one to go with and control it effectively.

Google has also given an option of combining Manual CPC bidding strategy with ECPC bidding strategy but I won’t recommend going ahead with this because Google will automatically increase your bids if they are an opportunity for a conversion.

9. Cost-per-thousand impressions (CPM)

With CPM, you’ll pay depends on the number of impressions (times your ads are shown) that you get on YouTube or the Google Display Network.

10. Cost-per-thousand viewable impressions (vCPM)

You’ll be able to use this bidding if your ads are intended to build an increase more awareness however not essentially generates clicks or traffic. It allows you to the highest amount you need to pay for every 1,000 viewable impressions on the Google Display Network. If the goal of your campaign is a direct action from customers, like buying a product or filling out a form then probably vCPM bidding is not for you.

Bidding Strategy in Google Ads

  • Go to Google Ads account
  • Select a particular campaign
  • Go to the settings tab

Bidding-strategies-google-ads

  • Under Settings, you will find bidding
  • Click on bidding
  • You will see all bidding strategy options

Wrapping Up

It is important to select the right bidding strategy, selecting the right bidding strategy will depend upon the business objective. Also, not every bidding strategy would work for your business. The best way is to consider the business objective and then define the bidding strategy and keep experimenting with the other ones if they are not working.

micro-moments: the new consumer behavior

Micro Moments – The New Consumer Behavior

“Life isn’t lived in years or days or even hours it’s lived in MOMENTS“

As mobile has become an important part of our daily lives, we’re witnessing a basic modification in peoples’ behavior the way people consume media and the interactions that now occur instantaneously.

There are hundreds of these moments occur every day—checking the time, texting, chatting with friends on social media.

Yet, at that point there are some different moments— I want-to-know moments, I want-to-go moments, I want-to-do moments, and I want-to-buy moments—that really matter. We call these “micro-moments“, and they’re distinct advantages for both customers and brands.

Micro-Moments

Micro-moments are intent-rich moments when decisions are made increasingly on a smart-phone to act on a requirement to learn something, do something, discover something, watch something, or buy something.

In this new age, it won’t be sufficient just to be available across more micro-moments. We’ll all be expected to stay a step ahead of consumers—to know their needs even better than they do.

Effective advertisers will have a lot of further understanding of their customer at each experience. They’ll concentrate on obtaining a point by point, information-driven view to truly know them and help them along with their individual journeys.

consumer behavior

“Knowing your customer is great, but knowing how they behave is even better” – John Miller

Micro-moments have been quickening customer desires for “right here, right now” experiences.

Consumers have become more empowered than ever to get what they want and when they want it.

Here is the glimpse of Consumer Behavior –

1. The “Well-Advised” Consumer

Think about the last time you used your phone to search out a solution or guide a choice.

People today need to be enabled to settle on the correct choice, massive or small—and they’re turning to their phones for recommendation to guide them. So that they are often assured in any call they’re creating, massive or little.

Well-Advised Consumer

2. The “Right Here” Consumer

People additionally expect digital experiences to be created only for them—including experiences that are tailored to the area they’re in the present moment.

Today, consumer expect brands to collect enough info to deliver location-specific responses while not somebody having to go looking for all the world.

Even they assume their mobile will know wherever they’re and can deliver info consequently.

Right-Here Consumer

3. The “Right Now” Consumer

Ever required a café reservation, a hotel room at the last minute? Or on the other hand medical store? Consumer turns to their smartphones more than some other source to assist them to get things done, decide or buy.

And everyday consumers are progressively dependent on their smartphones to help make a last minute purchase or they expect that brands should react by understanding their wants and addressing them immediately.

Illuminating this behaviour and also the associated customer expectations have proven to be extremely helpful for marketers.

In some ways, the micro-moments communication has provided a reset and a roadmap for companies. It helped marketers deem that moments mattered most, and it created urgency.

Strategies to Succeed in Micro-Moments World

 

Micro-Moments

 

There are many micro-moments throughout the day people use their mobile phones to search out answers to their queries and solve issues whereas on the go. This means there are more opportunities than ever for your brand to be there and useful. People depend on their mobile devices to manage their lives and encourage their plans.

1. I-Want-to-know Moments

At the point when people look at their cell phones for information or motivation, they rely on relevant and quick results. These I-Want-to-know Moments are chances to decidedly impact view of your brand image.

(i) Anticipate customer questions – grab your smart-phone and perform a number of the highest searches associated with your category. Is it accurate to say that you are there?

(ii) Ensure answers are easy to search out – create it simple for customers to find the information they are trying to find regarding your complete brand or product.

(iii) Help customers at each step of the way – Even for larger purchases or future goals, mobile analysis plays a part. Ensure your brand offers potential customers useful data for each part of their decision-making process.

I-want-to-know moment

2. I-Want-to-Go Moments:

I-want-to-go moments happen when individuals are searching for things in their location be it an exercise centre, a shopping centre, coffee shop or a plumber. To win these moments, meet customers by utilizing location signals to focus on relevant locations, store inventory and driving directions.

(i) Recognize the importance of local search – In I-want-to-go moments, proximity matters since customer’s area unit searching for a link to the physical world. Once you are developing your advertising strategy, take into account the importance of location-based searches (i.e breakfast close to me, salon near to me).

(ii) Make your ads relevant to local messaging – People wish to seek out the information they are searching for as quickly as possible in their I-want-to-go moments. Direct customers to your stores by providing directions and featuring the in-stock things they need.

(iii) Provide helpful local info on your web site or app – Convenience usually matters in I-want-to-go moments over complete loyalty. Create it straightforward for customers to seek out helpful information such as hours, inventory, and pricing-while on their smart-phones.

i-want-to-go moment

 

3. I-Want-to-Do Moments

Thanks to mobile, the instruction manual is a thing of the past. Customers currently use their mobile devices and online video for facilitating with huge issues, tiny fixes and everything in between. And brands that are useful in these I-want-to-Do moments can leave a long-lasting impression.

(i) Identify your consumers’ moments of desire – Explore the actual times of day, week, or a year once how-to searches for your brand category are preferred, and make sure that you are providing helpful content in these moments.

(ii) The importance of online video – Consider what your consumers are doing with your product or service, and make sure you have-to videos that can help.

Add descriptive titles, details, and relevant tags to your how-to videos so that consumers can get to them quickly.

(iii) Make sure your content is mobile-ready – Your online videos should be viewable from any smartphones or gadgets, at whatever people choose to tune in.

i-want-to-do moment

 

4. I-Want-to-Buy Moments:

I-want-to-buy moments can happen anytime and anywhere- in the makeup aisle, in the kitchen, or on the street. When people need help deciding what to buy, your brand can influence their choice by being there with the right information and providing a frictionless checkout.

(i) Identify your shoppers’ micro-moments – Talk to your buyers to make sense of how and when they are researching and creating purchase choices.

(ii) Deliver relevant online communication – Look how customers are searching- the queries they raise, the terms they use – and build the ads and content that give useful answers.

(iii) Measure each shopper touch point – To account for all the ways in which digital impacts a consumer’s call to shop for one thing, take steps to live results online, across devices, in apps, and in stores.

i-want-to-buy moment

Wrapping Up

So to capitalize on that behaviour and win over consumers, marketers have been forced to rewrite the rule book. You’ve had to double down on addressing the needs of consumers at the moment, committing to being there and being useful each and every time you can help advance the journey. In short, marketers have had to start being a lot more assistive towards their targeted consumers.

How Keywords Plays An Important Role In Doubling Your Website’s Traffic

Today in the era of digital marketing, keywords plays crucial role in online marketing. They are very important for every business website as they drive targeted business traffic to your business.

What are Keywords?

Keywords are the most fundamental and significant element of digital marketing. They act like connectors for digital marketers that connect them to their audience or customers. The majority of people look for products and services online and the first thing they do is to type in their requirement in the search box and their typed requirement acts as a keyword phrase.

Importance of Keywords

Majority of people look for their products online and they depend on keywords and depend on search engine results pages before they make any purchase as they prefer first page or they don’t go beyond the first page to look for an options. Therefore, selecting a good keyword can help business to be on the first page on search engine and their website can drive traffic.

How Keywords work in PPC Advertisements?

In a PPC campaign, you pay Google however much you wish to have them list ads for your site at the top and right of the organic search listings. When someone clicks on your ad, you pay the current Cost Per Click (CPC) from your budget. In the process of displaying ads and attracting customers to your website, keywords stands in the centre as the keyword selection drives the consumers that will see your ads. Selecting a right keyword for the right ad will lead to a successful online business. Keywords are critical to your search campaigns. They are the queries that customer searches, so, a right keyword will help your customers reaching you.

Digital Marketing keywords

Types of Keyword Match

While bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google how restrictively you want it to match your advertisements to keyword searches. There are five different match types to choose from when advertising with Google AdWords.

  1. BROAD MATCH: It is the default match type and by using this type your advertisement is eligible to appear on user’s search query which is related to your keyword through synonyms, misspellings, variations (such as colour, size, location), singular, plural etc.
  2. PHRASE MATCH In Phrase Match your advertisement is eligible only when the order of the query remain intact to the keyword and no words are inserted in the middle. Only variation to the phrase such as singular, plural and misspelling are allowed.
  3. EXACT MATCH: It is the most specific and restrictive match type. By using this match type user can see your ad only when they type your exact keyword phrase by itself.
  4. BROAD MATCH MODIFIER: This match type is very similar to broad match type and the only exception is that the words with + sign before are compulsory and must be present in your search query for your Ad to trigger.

 Few tips to be followed while selecting right keyword:

  • While selecting your keyword make sure you find out right word or phrase that are relevant to your product. It helps audience to find out about your business when they will search for that product or service. While selecting a keyword ask yourself ” Does your keyword really matches with what your business does” ?
  • Search well about the volume of your selected keyword before finalising it. There are number of free and paid keyword research tools which help you see approximate search volumes for each keyword and as well as the competition with that keyword i.e how many other websites are using that keyword.
  • Put yourself in place of your clients or customers and think how they would search for you, rather than how you want to be found for.
  • Keep an eye on your competitors and check the number of advertisers bidding on each keyword relative to all keywords across Google for the location and targeted set.
  • Understand the approximate cost per click you might pay if you bid on a keyword.
  • Use keyword planner.

What is Keyword Planner?

Keyword planner is a free AdWords tool for a new and experienced advertisers to search to helpful keyword ideas. Keyword Planner lay the groundwork for  successful campaign.  This tool is compatible in 7 languages (English, Spanish, German, French, Italian, Portuguese, and Russian).

Benefits of Keyword Planner 

  1. Discover new keywords: Keyword planner starts by searching words and phrases related to your product and services. It works to find the keywords that are most relevant to your business which you can then choose to add to your plan.
  2. Compare keywords trends : Keyword planner suggests bid estimates and it helps you see how often keywords are searched and how their search volume changes over the period of time. Through this tool you can narrow down your keyword list and set your budget for the keywords you really want.

Digital Marketing keywords

What are Negative Keywords?

Negative keywords are the type of keywords that prevents your ad being triggered by a certain word or phrase.  Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.  While traditional keywords trigger your ads to display for relevant searches, negative keywords prevents your ads from being triggered. The search networks will know not to show your ad for anyone searching a phrase that contains your negative keyword. For example: When you add “information” to your list of negative keywords then any person who will search for information about your product will not see your advertisement. There are people who search for items before buying the product, so these keywords help you avoid the clicks from those customers as you are paying for every click you get. You can add any word or phrase as a negative keyword that to think can lead unwanted clicks to your ad and therefore an unnecessary spending.

Digital Marketing keywords

CONCLUSION:

It is very important to make online marketing strategy and selecting a keyword that will help them make their business success as a wrong keyword can damage your brand value.

Photo Credits: Digital Vidya Media Library