Google AdWords Budget Change: What’s The Potential Impact?

Google Adwords Budget Change

Recently, Google announced an immediate change to average daily budget caps in AdWords and it has many advertisers wondering about the potential impact.

 

In a tweet, Google Adwords announced, “To help you hit your advertising goals, your campaigns can now spend up to twice your average daily budget.”

 

How this change will impact campaigns depends on a number of factors, but it’s important to note that Google also states “over a month-long billing cycle, you won’t be charged more than your daily budget would’ve allowed for over 30.4 days”.

 

This is a key point that bears repeating: any overages above the expected monthly budget that come from this change will not be charged back to the advertiser.

 

While Google has always had the ability to exceed a campaign’s daily budget, this change gives them more flexibility on how to maximize its impact. On days when search traffic is particularly high, your daily spend can double to reach as many customers as possible. The assumption being that this overage will be counteracted on days with slower traffic where spend will come in below the daily budget.

 

How Will This Change Affect My Campaign Budgets?

 

Monthly Campaigns With No Daily Budget Changes: These campaigns will not be charged over the “monthly budget limit” (your daily budget x 30.4 days). If the campaign does exceed the “monthly budget limit”, overdelivery charges will be credited back at the end of the month.

Monthly Campaigns With Budget Changes: These campaigns will continue as they have in the past, with the “monthly budget limit” being reset for the remaining days.

Short Term Campaigns: For campaigns that do not last a month, or are paused mid-month, advertisers will be responsible for over delivery charges at up to 2x the daily budget because the “monthly daily budget” does not apply. Although Google states that this is unlikely to happen, it is possible, so advertisers should take it into consideration when setting the budget.  

 

Takeaways About The AdWords Budget Change:

  1. This new budget structure changes Google’s overspend threshold from 20% above the daily budget to twice the daily budget, or 100%.
  2. The change went into effect immediately on October 4, 2017, with no way to opt out.
  3. This change is an attempt to account for daily fluctuations in traffic, allowing campaigns to be better equipped to handle peaks and lulls. According to Google, “If your ads don’t show up much because of low traffic, then we’ll make up for that by showing them more when traffic’s higher.”  
  4. Advertisers will not be charged overages above the expected monthly budget. “You might see that your advertising costs each day are a little higher or lower than what you set for your daily budget. If you do, don’t worry — over a month-long billing cycle, you won’t be charged more than your daily budget would’ve allowed for over 30.4 days,” explains Google.
  5. When setting up short-term campaigns that do not fall within the “monthly budget limit”, advertisers should be aware that they could potentially pay up to 2x their daily budget for the length of the campaign, although Google says this scenario is highly unlikely.

 

This is a significant change to Google AdWords budgeting, but shouldn’t be cause for panic. Just keep in mind when checking in on current and upcoming campaigns that your daily ad spend will be fluctuating more than ever, but should even out by month’s end.

 

How to Harness AdWords’ New Quality Score Data

AdWords’ New Quality Score DataIn terms of driving clicks to your business, Google AdWords is one of the most cost-effective tools on the market. But like all Google products, you only have access to the AdWords data that Google decides to give you. This data can sometimes be frustratingly limited or tough to analyze at scale.

So, you can imagine how excited the PPC marketing team at Qiigo was when we learned that Google had added a host of new Quality Score metrics to AdWords reporting.

Quality Score is a big deal for anyone who uses Google AdWords. After the cost of your bid, your ad’s Quality Score is the most important factor when determining where your ad ranks. So, getting more data on how to boost quality score should help brands fine-tune their PPC marketing efforts.

Here are just a few of the ways this new data could be useful:

Google Adds Historical Quality Score Data

With this change, Google has made two basic adjustments to Quality Score reporting.

The first change is they’ve made some data more accessible. Three factors go into your ad’s Quality Score for any given keyword:

  1. The expected click-through rate
  2. Ad relevance
  3. Landing page experience

Previously, the only way to view these scores was to click on a keyword and see the data displayed in a bubble. Now, Google has added columns into AdWords reporting so that brands and PPC marketing professionals can view this data more quickly and analyze data at scale.

The second change is even more exciting for PPC marketing professionals: historical Quality Score data. AdWords reporting now includes Quality Score data dating back as far as January 2016. This historical data includes overall Quality Score as well as different Quality Score factors, with data tracked day-by-day. That means you can view a detailed history of each keyword’s historical Quality Score, plus its historical scores for expected CTR, ad relevance, and landing page experience.

How This Changes PPC Marketing

Brands and PPC marketing professionals will benefit from this new data in a number of ways. On a basic level, it will make viewing and processing AdWords data much faster and easier. These changes will be reflected in AdWords’ Report Editor shortly, so you’ll now be able to capture data at scale in a way that you couldn’t before.

More importantly, these new metrics give brands and PPC marketing teams better data for testing ads. Previously, you would need to manually track a keyword’s Quality Score metrics day-by-day if you wanted to test how a change in your landing page or ad content affected these metrics. Now, you can pull up all of this data in a matter of minutes, without having to record it yourself.

This makes it easier for brands to track how ad changes affect Quality Score metrics. It can also help your brand avoid uninformed, panic-based decisions. If you’re seeing huge fluctuations in bid prices on a keyword, you can now check if those fluctuations are linked to Quality Score fluctuations or if they’ve been triggered by changes in the market itself.

Google Minimizes Role of Exact Match Keywords in PPC

pay per click marketing qiigoOver the past few years, Google’s ability to understand language has grown leaps and bounds, leading to big changes for organic search and SEO. Now, those changes are starting to show up in Google AdWords, reshaping the way PPC marketing campaigns are conducted.

This spring, Google has announced that exact match keywords will play a minimized role in Google AdWords. The change widens the net of keywords that can capture PPC traffic and could fundamentally change the way PPC marketing professionals approach the AdWords platform.

We outline the changes below that Google has made and how they will impact future PPC marketing efforts.

Change Ignores Function Words & Word Order

Google already treats plurals, variant spellings, and misspelled keywords as “exact matches” for AdWords campaigns. But with this most recent update, there are two new changes Google is making to Exact Match campaigns.

The first change is that Google is now ignoring most function words for Exact Matches. Function words are linking words that include conjunctions (“and” or “but”), prepositions (“then” or “about”), pronouns (“her” or “they”), quantifiers (“few” or “all”), and modals (“could” and “should”). In most cases, Google now ignores these words entirely, removing them from queries when matching them to PPC campaigns. So, a search of “vacation in Barbados” will be considered an exact match for “vacation Barbados.”

The second change is that Google will also be ignoring word order on most queries. If, for instance, a user searches for “mens shoes red,” Google will that search as a match for “red mens shoes.”

It’s important to note that there will be exceptions. If Google’s algorithm detects that a function word is essential to the meaning of a query, or if it detects that word order matters, it will still make sure to match those keywords accurately.

What This Means for PPC Marketing

This change comes with a number of implications for PPC marketing teams. Google’s new “wide net” approach to exact match keywords means that PPC marketers now need to take extra steps if they want closer control over the keywords their ads are matched to.

By using negative keywords, you can eliminate variant keywords that you don’t want to trigger your ads. When crafting new PPC campaigns, marketers will need to take the added step of analyzing their chosen keywords to see if they could be matched with unwanted keywords. Any variants you don’t want should be added to the negatives for your campaign.

It’s also important for marketers to take periodic looks at their Search Query Reports. You’ll want to check over the keywords that are triggering your ads and look for keyword variants that you want excluded from your campaign going forward.

Generate clicks and conversions on your next AdWords campaign with help from the PPC marketing experts at Qiigo. Call (888) 673-1212 today to discover your road map to PPC success.

Google Offers Gmail Native Ads to Advertisers

Gmail ads1

Google is offering an updated Gmail native ad product for advertisers. The previous format allowed advertisers to place their ads at the top of users’ inboxes, but now AdWords users can display ads in a more appealing fashion.

Gmail Ads

This reinvented native format was released to help make it easier for advertisers to buy Gmail ads. Users will be able to view these ads in more appealing ways than those previously available.

The nature of these native ads encourage user clicks due to their placement on the page; they are now collapsed by default on the page and will only expand when users click on them. Ads will also feature a variety of extensions, including forms, images, and call-to-actions buttons.

Google claims that this new ad format will create greater informational and visual quality of landing pages. They will only charge advertisers when these collapsed boxes are expanded, keeping with the style of traditional AdWords pricing.

One of the most popular features of the native ads is their forwarding function; each ad contains a “Forward” link, allowing users to send the information to others. There is also a “Save to Inbox” link that lets them save ads just as one would save an email.

Google has made the purpose of these ads clear: The native advertising in Gmail shows higher quality ads that mesh well with the inbox layout. Gmail advertisers can use standard AdWords targeting options to develop their own personalized native ads.

Higher quality, customized ads will lead to a better user experience. Users will still be able to control which types of ads they see in their inboxes, retaining the customization aspect of Gmail. And these won’t appear in the inboxes of those using Google apps for Work.

Advertisers will be happy to reach audiences in a less intrusive way through this native ad format. As the update continues to draw in more advertisers, we’ll no doubt see more local advertising options become available.

Learn more about the updated Native Gmail ads in AdWords here.

Want to find out how your brand can incorporate Gmail native ads in your marketing mix? Call Qiigo today at (404) 496-6841.

Retargeting: What You Need to Know

retargeting

Have you heard of the Baadar-Meinhof Phenomenon? It’s when you see or hear about something new and then start to see or hear about it again everywhere you go. It’s a common occurrence. When it happens off line, it’s the Baadar-Meinhof Phenomenon. When it happens on the web, it’s called retargeting.

Retargeting is designed to keep customers coming back to a website. Advertisers use retargeting to increase exposure to their brand or website, increase website conversions and boost sales figures. It can be used through Google AdWords, LinkedIn and Facebook. And it works!

So, how does it work? The functionality is simple. Just install a piece of JavaScript on your website. When a visitor comes to your site, a cookie is dropped onto the visitor’s browser. When that visitor goes to other sites, that cookie triggers your ads. Only those people who have visited your site, and thus have the cookie, will see your ads.

One of the best features of retargeting is that it is completely anonymous. You don’t need to have any information on your prospect. Retargeting acts independently of any contact with visitors to your site.

The use of retargeting has been growing for the past several years. It’s a popular marketing tool because only 2% of website visitors convert to a sale or take another action step in their first visit. Retargeting focuses valuable marketing dollars on the 98% of website visitors who don’t pull the trigger.

The most knowledgable brands use retargeting combined with other website enhancements to maximize their return on investment. Retargeting is often combined with lead generation campaigns designed to increase site traffic. It can also be used effectively with website enhancements and improved sales offerings. Ideally all these tools should be used together to maximize ROI.

If your brand is going to undertake a retargeting campaign, there are several key concepts to keep in mind. First, have clear goals about what your retargeting campaign is trying to achieve. Do you hope to increase sales, build brand awareness or increase registrations? Your end goal will dictate the strategy of your retargeting campaign.

Be sure to set boundaries. You don’t want to overwhelm your visitors with so many ads that they become turned off to your brand. Limiting the number of impressions and days the ads will be displayed will prevent your customer from being annoyed by your ads.

Finally, be strategic about your targeting. If a customer buys a new watch, don’t pepper them with ads to buy another watch. Think strategically about the products and message you send. Target your ads based on preferences. Don’t show someone ads about hardware if they have just bought clothing and accessories.

Retargeting is a valuable tool that can drive sales, boost conversions and increase traffic to your site. Use it wisely and you should see positive results.

To learn more about retargeting, please call Qiigo at (404) 496-6841.

Twitter Acquires Keyword Management Firm AdGrok

Twitter announced it has acquired AdGrok, a keyword management firm that specializes in helping companies run advertising campaigns through Google’s AdWords service. AdGrok is designed to simplify AdWords for small business advertisers who don’t have the knowledge or time to completely understand and maximize the use of AdWords.

With the merger, AdGrok employees will join Twitter’s revenue engineering team. Twitter plans to discontinue AdGrok’s Google AdWords management product on June 30.  Twitter has already announced plans to roll out Promoted Tweets in the 4Q 2011.  Promoted Tweets match up advertisers with Twitter account holders who have a larger follower base.Adgrok

Ryan Sarver, Director of Platform for Twitter, has said that he believes Promoted Tweets will act as the equivalent of Google AdWords.  The acquisition of AdGrok positions Twitter well to target advertisements to consumers.  It definitely appears as if Twitter is laying the ground work to compete in the pay per click market.

Qiigo Invited to Google Partners Event

GoogleQiigo was recently invited to take part in a Google Partners meeting held at their corporate headquarters in California. Zach Dickens, Qiigo Account Manger, represented Qiigo at this one day event.

As one of only 40 companies invited to this exclusive event, the Partners Meeting brought together some of Google’s largest search marketing clients for a day of learning and thought sharing.

The days agenda included a look at Google’s Ad Innovations including:

  • Hyperlocal Distance Information
  • Click to Call Cell Phone Extensions
  • Mobile Ad Sitelinks
  • A look at various AdWords Measurements trends and developments
  • Developments in Display Advertising
  • Developments in Search Marketing including the 1+ Button

We are very excited to have been invited to participate in this exclusive opporunity and look forward to sharing what we have learned with our clients.