Add another layer to your #Business literacy. We at Serebral360° would love to know if the Forbes – Entrepreneurs article was helpful, leave a comment, like and share. Let’s dive in and discuss the information and put it to use to grow your business. #BusinessStrategy #ContentMarketing #WebDevelopment #BrandStrategy
Info@serebral360.com 762.333.1807 www.serebral360.com
Grap a copy of our NEW Business Stratgety Books #FFSS VOL1 and #FFSS VOL2
1. Adjust your bids on a micro level.
In Google Ads, you can set your bids to increase or decrease based on the day of the week, time of the day, devices that people are using to view your ads, viewer ages, genders, locations and income levels. You are also able to exclude groups from these areas, as well. For example, this can be useful if you want to narrow your audience, such as turning off age demographics for people who are 45 years old or younger to target an older audience.
This tool becomes especially powerful when you are bidding based on past user data. Once your account has collected one to three months of activity from people interacting with your ads, you can see which areas have produced more conversions for a higher ROI. With that data, you can input small bid adjustments so that the more a user hits these areas, the more the bid increases for that particular person. The cost for that person’s click will be higher than a standard click; however, based on the data, they have a significantly higher likelihood of converting. This increased bid can put you in the first position for the people you want interacting with your ad and lowers your overall spending for everyone else.
2. Test different bidding strategies.
The above tip works when you are managing and setting bids manually for your account. Google also has several automated bidding systems in place based on what you wish to achieve: exposure, clicks and conversions or even trying to hit specific costs per conversion. You will want to have your account up and running for some time before using one of these automated bidding strategies, as past account history plays a role in their effectiveness.
3. Improve quality scores.
Quality scores determine your positioning and bid. Even if you were to increase your bids far above your competitors, having mid- to low-quality scores could mean that you are still struggling to make ground in the ad block. Your quality score is based on three areas:
• Ad relevance: How closely your ads match your keywords
• Landing page experience: How closely your landing pages match your keywords
• Expected click-through rate: How likely users are to click on your ads, based on your past user data
Getting above-average in ad relevance and landing page experience can give you a solid quality score, allowing you to maintain a competitive edge. If your quality scores are below a six, you may need to make adjustments to your ads and landing page to increase their relevance or narrow the targeting of your account. The third item, expected click-through rate, can take some time to adjust as it factors in the recent history of your account.
4. Start using new ad copy formats.
Over the last year and a half, Google has released several different ad format options to use. If you have not updated your ad copy since then, you should expand into these new options. Before the new formats, advertisers only had limited text space to use in their ads. Now, Google has nearly doubled the copy space available, and there are dynamic ads that can use any number of preset options to create an advertisement for individual users. Additionally, using call-only ads to promote ads for people who are using devices that can make phone calls is beneficial.
5. Review auction insights.
While you cannot directly see what your competitors are bidding for your keywords, there is a lot of information you can gather from the Action Insights tab. The information provided here offers an in-depth look at what competitors are bidding alongside you in the ad block, how often their ads appear for the keywords that you are using and where on the page their ads show up. If you notice that the bids need to be at the top of the page to increase, you can review your competitors to see who is outbidding you.
6. Monitor your search impression share.
Just because you run ads does not mean that you will show up for all searches for your keywords. Sometimes you may not be showing up because your ad rank is too low, and you should work on your quality scores. Other times you may not show up for searches because your budget limits you. With search impression share, you can find out how often you appear for your terms and where the underlying problem is if you are not showing up.
7. Conduct remarketing.
If you are not familiar with or using remarketing right now, it is worth investigating. With this tool, you can serve ads to people once they visit your website. Retargeting can also be niched down to apply to specific pages of your website so that you can tailor your ads for those unique topic areas. Much like with traditional billboard, TV and radio advertising, some people need to see your brand multiple times before they decide to reach out. And with remarketing, you can continue to remind them of their visit and make that initial ad click more worthwhile by serving them ads even after they have left your website.
By following these helpful tips, you can decrease your overall costs, increase your interactions, focus on the users who you want interacting with your ads and continue to keep them in your pipeline.
May 31, 2019 at 08:33AM
Forbes – Entrepreneurs