Google Ads Retires Average Position: What This Means for PPC

Earlier this year, Google announced that it would retire the “average position” metric from Google Ads. The news was both surprising and unsurprising for PPC marketers. On the one hand, this metric has been used for 15+ years, and it feels like a part of Google Ads’ DNA. On the other hand, it has become steadily less reliable and useful in recent years, both as a measurement of where ads appear on page and as a tool for bidding on ad slots.

Despite average position’s shortcomings, it remained popular with brands and marketers. With Google’s announcement, many wondered how they would manage without this metric.

Thankfully, Google introduced new metrics in late 2018 that can be used in place of average position. In most cases, these metrics will offer a more accurate sense of where ads appear in search results.

Wondering how this change will affect your business? Let’s find out…

Why Is Google Getting Rid of Average Position?

In the early days of Google AdWords, average position was one of its most important metrics and tools. But over time, its accuracy and utility have steadily decreased.

Originally, average position was a reliable measure of where your ad was located on the page. Based on the average position metric, you had a strong sense of where your ads appeared in search results. But as Google made changes to ad layouts and ad formats, that started to change.

Today, a #1 position can have you at the top of the page for certain search results. On others, it will appear near the bottom. But that change in ad location isn’t reflected by the average position metric.

What’s more, there’s a much bigger gap today between top-of-page and bottom-of-page ads. When Google removed ads from the right column of search results, it eliminated valuable real estate for mid-ranked ads.

Now, the question isn’t: “What’s your ad position?”

Instead, it’s: “Does your ad appear at the top of the page?”

What’s Replacing the Average Position Metric?

Google didn’t want to get rid of average position without replacing it. So in late 2018, it introduced a set of new metrics, including:

  • Absolute Top Position Rate: The percentage of your ads that appear at the absolute top of a given page.
  • Top Position Rate: The percentage of your ads that appear within the top section of ads on a given page.
  • Absolute Top Impression Share: The number of impressions you’ve received in the absolute top position divided by the estimated number of top position impressions that you were eligible to receive.
  • Top Impression Share: The number of impressions you’ve received in top-of-page positions divided by the estimated number of absolute top position impressions that you were eligible to receive.

These metrics give you a much more accurate sense of where your ads are actually appearing in search results. So if your goal is to measure the placement of your ads or maximize the number of impressions your ads receive, these new metrics will be a welcome change from average position.

How Will Brands & Marketers Adapt?

In the vast majority of cases, the retirement of average position will have a neutral or positive effect on Google Ads campaigns. Brands and marketers will have a more accurate sense of ad placement, and it will be easier to target top-of-page positions.

The important thing is that you’re proactive. If rely on average position until it disappears, you’ll have a rocky transition to the new metrics. But if you familiarize yourself with the new metrics ahead of time, you’ll make the switch much more easily.

Optimize Your PPC Campaigns With These Tips

With the right approach, pay-per-click (PPC) ad campaigns are one of the most effective channels for digital marketing. In fact, the largest PPC platform right now, Google Ads, is so popular with marketers that it rakes in more than $100 billion each year. What’s more, returns are so strong that 78% of marketers increased their Google Ads budgets in 2019.

Despite the strong returns on Google Ads, few brands take full advantage of its tools and capabilities. Rather than eye-popping ROIs, their campaigns generate middling returns. This is usually a case of poor optimization. If you skimp on important investments (like keyword research and split-testing) or skip over powerful features (like ad extensions and RLSAs), your campaigns will suffer.

But if you optimize your PPC campaigns using the 7 tips below, you’ll see much stronger returns from Google Ads.

7 Tips for Better PPC Campaigns

1. Keyword Research

Keywords are the foundation of any successful Google Ads campaign. If you target the right keywords, Google will serve your ads to the right users at the right times. That means higher click-through and conversion rates, stronger Quality Scores, and lower Costs per Click.

Unfortunately, many brands fail to invest the kind of time and effort required for effective keyword research. This typically results in a list of broad, generic keywords, which tend to be more expensive, more competitive, and less conversion-friendly.

2. Negative Keywords

One of the best ways to target a broader range of keywords is to use Google Ads’ broad match or phrase match feature. However, these features can result in mismatches. For example, if one of your keywords is “men’s jeans,” broad match could serve your ad to someone searching for “men’s khakis.” That’s not very helpful if you only sell jeans.

To avoid theses mismatches, you can use negative keywords. Google will not serve your ad to searchers whose queries contain these keywords. So if you’re only selling jeans, you can add “khakis” as a negative keyword. This way, your ad will never appear in searches for “khakis.”

3. Location Targeting

If you operate a hair salon in Pittsburgh, you don’t want to serve ads to users searching for “hair salon” from a device in Houston, Salt Lake City, or Portland. In fact, you probably don’t want to serve ads to anyone who’s more than a few miles from your business.

With location targeting, you can narrowly target searchers within a certain radius or a defined geographic area. This way, your local business can serve ads exclusively to local consumers. You can even create different campaigns for different geographic settings.

4. Remarketing Audiences

If you’re not already using remarketing lists for search ads (RLSA), you’re missing out on one of Google Ads most effective features. RLSAs allow you to target visitors who’ve previously visited your site. These users are already more likely to click on your ads and convert. Plus, you’ll be able to tailor a set of ads to this group.

Once you’ve started using RLSAs, you can also take advantage of Google Ads’ similar audiences feature. This feature automatically finds users with similar characteristics and search behaviors to the users on your RLSA lists. This gives you an entirely new group of users to target with similarly strong conversion rates.

5. Ad Extensions

Google Ads aren’t nearly as visible as other ad formats, relying largely on compelling headlines and copy. To make your ads more visible and more compelling, we recommend using ad extensions. Ad extensions allow you to include additional information, which can make your ads more compelling to users. At the same time, they increase the visibility of your ads, giving you a new way to grab users’ attention.

Some of the most popular and effective ad extensions include:

  • Call Extensions. Allow mobile users to call your business by pressing a button.
  • Callout Extensions. Add short blurbs to your ad, like “free delivery.”
  • Location Extensions. Include business information for your local business.
  • Message Extensions. Allow mobile users to send text messages to your business.
  • Sitelink Extensions. Add links to specific pages on your website.

6. Split-Testing

Split-testing has been a cornerstone of paid search campaigns from the outset. Yet many brands only perform limited A/B testing on their ads. After testing an initial set of ads at the start of a campaign, they fall into a groove. Rather than continually testing and refining ads, they allow them to stagnate.

Today, this kind of approach simply isn’t feasible. Consumer behaviors are evolving at a breakneck pace, and other advertisers are evolving just as quickly. If you’re not continually testing and refining your ads, they’ll fossilize before your eyes.

7. Conversion Tracking

Advertisers are charged for PPC ads on a click by click basis. What’s more, Google determines the cost of each click based on a Quality Score, which is determined by each ad’s click-through rate (CTR). This has made CTR the leading metric for measuring PPC ads and campaigns.

But if you’re measuring PPC campaigns by CTR alone, you’re missing the big picture. The real measure of a campaign’s success is in its conversions.

In Google Ads, you can solve this problem by adding conversion tracking to your campaigns. Conversion tracking uses HTML codes to track which users convert after clicking on PPC ads. It can be integrated with Google Analytics to track conversions through your website, and it allows you to measure important data like cost per conversion, conversion rate, and value per conversion.

Make sure you’re asking your digital marketing partner about these PPC tactics to ensure you’re getting most out of your campaigns. Contact us today to learn more about how we can help you get real results from your Pay Per Click marketing.

Bridging the Gap between PPC and SEO

With digital marketing playing a larger role that ever, SEO and PPC must work closer together…yes we said together. In the past, old-fashioned tactics kept many digital marketers from truly integrating these two efforts.

 

Some have viewed SEO as a threat to revenue generated by PPC. Some have even chosen to divide these efforts. However, this tends to lead to miscommunication or worse yet mixed messages being disseminated to consumers.

 

We recommend integrating PPC and SEO efforts to strengthen results and improve brand awareness and sales. How? Let’s start by looking at the basics. What’s the difference between SEO and PPC?

 

SEO, Search Engine Optimization, is the process of optimizing your site, so it can be ranked higher on search engine results pages (SERP). This is done by targeting specific keywords or phrases. Keywords or phrases should be determined based on those that may be entered most often in the search by a specific audience. A consistent and long-term SEO strategy will build your website’s value.

 

PPC, Pay Per Click, drives website traffic in the form of ads. The fees are based on how competitive the keyword you want to rank for is. Since they are paid ads, PPC ads appear above the organic SEO listings on SERP. PPC can be pricey if your marketing is misguided (or the product is new or testing has not been done) and the learning curve requires the analysis of website variables to determine ROI.

 

Working Together for the Greater Good

So, what are the advantages of running SEO and PPC together? SEO and PPC work best when integrated and strategically aligned. With both avenues having strengths and weaknesses, working together often drives response towards more favorable results. Studies have found having a paid ad visible in conjunction with an organic listing improves the brand’s influence.

 

Let’s talk a little about some of the “greater good” we found by putting SEO and PPC in the same room:

 

  • Keyword and conversion data from Pay per Click campaigns can utilized to improve organic search.
  • By targeting clicks with PPC and focusing on high-performing keywords in SEO, you can impact the total volume of site traffic.
  • Expensive keywords, high-volume keywords, and essential keywords that tend to be low for conversions can be moved from PPC to organic search. Be sure to always place your keywords in the title and headline tags, meta descriptions, content, and don’t forget the ever-important image descriptions!
  • Your PPC traffic data can be used to boost your SEO and find your best performing landing pages. Use A/B ad copy testing and landing pages to update and feed your organic listings and landing pages.
  • After an initial consumer touch via organic search, it’s essential to stay top of mind through remarketing or retargeting. You want to be present in as many online entry points as possible, so don’t discount the value of using SEO to boost PPC.
  • Testing your keyword strategy in PPC before investing in a long-term SEO strategy can help you to target users at different stages of the purchasing journey.

 

Sharing a Room Can Work!

 

In the end, we know that when it comes to increasing traffic, whether it’s SEO or PPC everyone has their favorite, but they can (and do) co-exist.  Brands still need to have data for any new product or product line, service, or consumer campaign, so using SEO and PPC data in conjunction with one other along with aligned marketing initiatives and strategies is well worth the effort.

 

 

Understanding Your PPC Campaigns

 

Before jumping into a digital marketing campaign, it’s important to understand how the program works and what you can expect in terms of results. Pay per Click (PPC) is an excellent way of gaining new customers to fill your pipeline, but you’ll need to understand the basics in order to achieve the results you’re looking for.

 

Here are some questions you may want to consider asking yourself or your digital marketing agency to get the best return on your investment from a PPC campaign.

 

Understanding Google

Google and AdWords are complex. Algorithms change regularly meaning you need to maintain an active interest in how Google is currently determining rankings and the rules around PPC ads. PPC is not a “set it and forget it” type of marketing. You need to stay on top of industry changes.

Here are a few areas you’ll want to make sure you keep an eye on and that your digital marketing agency understands.

  • Keyword research. Finding the keywords that will generate the most bang for your buck is an ongoing battle. Google offers a Keyword Planner Tool. There are many other industry tools available.
  • Quality Score. Affected by keywords, ad text, and the landing page, the quality score can affect results.
  • Google Auction. This is the process of determining which ads are displayed.
  • Click Through Rate. The ratio of number of clicks to the number of impressions. Often referred to as CTR.
  • Display Network. Google Display Network places your ad on websites as opposed to in the search results. It is different from the Search Network. Separating ad campaigns between the two networks is often advisable.

 

Understanding Retargeting

Retargeting is the effort put behind showing your ad to those who already visited your website. It’s a valuable way to remind potential customers that your product or service is available. Retargeting is a popular option that opens up another sequence of questions that should be considered. For example, you’ll need to consider if your website is equipped to handle the tracking that retargeting requires.

There are a variety of options in the retargeting universe. You’ll need to consider each type and if it’s beneficial to your brand. These include:

  • Search retargeting
  • Site retargeting
  • Social media retargeting
  • Email retargeting

As with any marketing campaign, you’ll want to be sure you are narrowing your efforts to a target audience.

Getting a handle on PPC and Retargeting can be a big job. Google offers lots of online resource for information, but having a qualified and experienced digital marketing team behind you is often best for a successful campaign.

 

 

 

Getting Your SEO and PPC to Work Together

When it comes to developing a digital marketing strategy, search engine results pages (SERPS) are incredibly important. Make it to the top of the first search results page on Google, and your business is virtually guaranteed to have an increase in traffic heading to your website.

 

Search ranking can be improved with two very different approaches, search engine optimization (SEO) and paid search engine marketing (SEM). SEO is the unpaid, organic approach to higher rankings. It relies on high-quality content that is optimized to show as a top result for searches on specific keywords. SEM, also referred to as pay-per-click (PPC), is the paid approach to search ranking. Brands bid on certain keywords and pay to have their links appear at the top of search pages for those keywords.

 

While SEO and SEM can both help improve your rank on search pages, many marketers choose to put all their efforts in only one, or use these tactics in competition with one another. With both tactics approaching search so differently, it’s easy to see why divisions begin, but there are huge benefits to combining both strategies.
 

SEO and SEM: They’re Better Together

Simply stated, using SEO and PPC in tandem can lead to better engagement, conversions, and retention. Here’s why:

 

Be Everywhere At Once

Some believe that SEO and SEM are competing for the same SERP real estate, but that’s simply not the case. SEM can only reside in the sponsored or paid part of the SERP, the sides and top of the page. SEO optimized content will appear only in the organic search results.

 

When your marketing strategy incorporates both SEM and SEO, your brand will dominate the SERP and have an advantage over the competition. Another bonus? The more users see your brand listed, whether it’s paid or organic, the more they will trust your brand. This combined approach will help your brand gain trust with increased visibility and lead to higher conversion rates.

 

Clicks and Content: They BOTH Matter

SEM and SEO are both important, but in different ways. SEM brings more traffic, faster and serves a few purposes. It can bring your site traffic while you’re building your organic SEO and waiting for it to gain traction. Since it works much quicker than SEO, it’s perfect for testing out new ideas and campaigns in hours instead of weeks.

 

But SEM will not lead to audience growth and conversion without engaging content. That’s where SEO comes in. Informative, accessible copy improves retention and leads to higher conversion rates. It build trust and credibility with your customers, and encourages follow-through with your brand, whether it’s an immediate purchase or connecting on social media or via email. SEO content can also be repurposed and shared on social channels for extended reach.

 

For a digital marketing strategy that covers all your SERP bases, SEM and SEO working together are a winning combination.    

 

 

PPC Basics Part 2: What You Need to Know About Google AdWords

Pay Per Click Basics Part 2Although Bing also offers search engine marketing through Bing Ads, we’ll be focusing on Google because it has a much larger audience.

 

In our last post, we discussed the basics of PPC or paid search campaigns. Now let’s look at how PPC campaigns are managed. Google AdWords is Google’s advertising platform that determines which ads make it to the top of the search results page.  

 

Advertisers bid against each other in Google AdWords to have their ads appear based on keywords they identify as important to their products and services. The higher the bid, the better the placement of the ad.

 

Below are some key components of AdWords:

 

Campaigns

Campaigns are a set of ad groups that share settings, such as budget and location. They’re often used to organize categories of products and services. AdWords accounts can have one or multiple ad campaigns running at the same time.

 

Keywords

Keywords or phrases determine who will see your ads and the cost of your ads. There are four keyword match types that determine how and when your keywords will be triggered:

  • Broad Match – This is the default matchtype and will reach the largest audience. It triggers ads whenever a user’s search includes any word in your key phrase, and in any order. For example, using the key phrase “Pet Sitting”, your ad might display with a search for “Pet Sitting”, “Pet Care” or “House Sitting”. It can also trigger ads using synonyms. For example, your ad might appear when someone searches for “Dog Boarding”, even though it doesn’t include any part of your key phrase.
  • Modified Broad Match – This setting can also reach a wide audience, but gives more control over who sees your ads by requiring individual words in a key phrase by using the “+” parameter. Adding a plus sign in front of a word in your keyword or phrase tells Google that the search query must include that term.
  • Phrase Match – This setting requires that your key phrase is used in the search query in the exact manner that you entered it, although it can have additional words before or after your key phrase. For example, if your key phrase is “Dog Food”, your ad could appear with a search for “Dog Food” or “All Natural Dog Food” or “Sale on Dog Food”, but not for searches such as “Cat Food” or “Dog Supplies”.
  • Exact Match – This is the most restrictive and specific type of keyword match. When using this setting, your ad will only appear when a customer types the exact keyword or phrase that you used. For example, if your keyword phrase is “Retractable Dog Leash”, your ad will only be eligible to appear in a search for “Retractable Dog Leash” and not for “Dog Leash”, “Retractable Leash” or “Retractable Dog Leashes”.

 

In addition to these keyword match types there are “negative” keywords. Negative keywords allow you to exclude searches that might be relevant to your keywords, but aren’t relevant to the products or services you’re offering.

 

AdWords Audience & Location Targeting

Knowing your audience is just as important as the content of your ads. Audience targeting in AdWords allows advertisers to refine who sees their ads according to interests, location and certain demographics.

 

Location targeting allows advertisers to ensure that their ads are only shown to customers in their area, rather than across the country. This is especially helpful for small, local businesses.

 

Optimize for Mobile Ads with AdWords Extensions

With nearly 60% of all Google search traffic now coming from mobile devices and tablets, it’s smart to take mobile ads into consideration. Google has made it easier for users to interact with ads on mobile devices with extensions available, such as text extensions, price extensions and call-only ads.

 

Google AdWords Remarketing

If a customer clicks on your ad but doesn’t make a purchase, you can choose to show them ads for that same product or service on other websites. This is called “remarketing”, and it encourages customers to come back and make a purchase or book an appointment.  

 

What’s the Cost of Google AdWords Bids?

The cost of bids can vary depending on location, industry, popularity of keywords, and a variety of other factors. Google recently announced a change to the budget structure in AdWords in an attempt to account for daily fluctuations in traffic. How this change impacts your campaigns depends on the type of campaigns you’re running.

 

Google Analytics

Google Analytics is a vital tool used to help measure the success of a campaign. By tracking actions taken by a customer such as clicking a link, making a purchase, submitting a form, or requesting a quote, you can monitor and tweak your campaigns for better performance.

 

Understanding the basics of Google AdWords can lead to better campaigns with quality click-throughs and higher returns.

 

PPC Basics Part 1: Understanding Paid Search to Grow Sales

Pay Per Click BasicsPaid search is a powerful digital marketing tool, and can place your business ad at the very top of search engine results at just the right moment. But learning how to effectively use paid search (or PPC) can be overwhelming. Here’s a quick but comprehensive run down on the basics of paid search and how it can work for your business.

How Paid Search Works

Paid search refers to ads placed at the top of the results screen on search engines, like Google and Bing. Businesses bid for top placement on these results pages for keyword terms and phrases that are related to their products or services. An example of this would be a cleaning company paying to have their ad shown when a customer searches for “cleaning services”.

 

The benefits of paid search are easy to see; a customer is in need of a service you provide, and your ad appears at the top of their search. PPC ads generate leads, that when followed up on and closed, can generate more business for your company.

What’s the Difference Between PPC and SEO?

When you use paid searches, you get instant results in the form of ads that can generate web traffic and leads. When you stop paying for paid searches, your ads and web traffic abruptly stop.

 

Search engine optimization (SEO) is the process of increasing the visibility of your website in search results that are seen below PPC ads at the top of the page. SEO doesn’t provide instant results as paid searches do and should be seen as a long term investment in your website’s visibility. Ongoing SEO efforts will generate results that grow over time and provide free, organic web traffic.

 

Businesses looking to maximize their online presence use an ongoing strategy of combining SEO and PPC for maximum results.

Paid Search Acronyms (And What They Mean)

There are a slew of acronyms being used in the world of paid search. Here are some terms you may come across, and what they mean:

    • SEM: SEM stands for “search engine marketing” and can refer to any boost to your website’s visibility that you pay for, but it’s most often used in reference to PPC advertising.
    • PPC: PPC stands for “pay per click” and is the most common pricing structure in search engine marketing. Also referred to as paid search, it means that advertisers pay by the number of clicks an ad receives.
    • CPC: CPC stands for “cost per click” and determines the price an advertiser pays when someone clicks on their ad.
    • Max CPC: This is the maximum cost an advertiser is willing to pay per click. The CPC may come in lower than the Max CPC, but never higher.
    • CTR: CTR stands for “click through rate” and refers to the percentage of customers that clicked on your ad and how effective your ad is; a low CTR would indicate that many users are seeing your ad, but few are clicking on it.
    • CPM: CPM stands for “cost per mille” or cost per thousand impressions. It’s a different pricing model in which the advertiser pays based on how many times the ad is shown, not how many times it’s clicked.
    • CTA: CTA stands for “call to action, and it tells customers what to do next, such as “call now for an appointment” or “book today”.

 

 

This information touches on the basics of PPC, but how do you actually get set target keywords, get ads placed, and manage your campaign? We’ll cover that in our next post.

 

 

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.

How to Write PPC Ads That Actually Convert in 2017

PPC Ads that convertIn terms of dollar for dollar performance, PPC advertising is one of the best most powerful tools in the internet marketer’s arsenal. But if you don’t know how to write PPC ads that convert, all the time and effort you put into your PPC campaigns will be for nothing.

The goods news? The principles behind high-performing PPC ads are simple to learn and easy to apply. And while recent changes to Google AdWords have made writing PPC ads a bit more complicated, learning how to harness the potential of these changes can send your click-through and conversion rates into the stratosphere.

Looking to take your PPC advertising campaigns to the next level this year? With this guide on how to write PPC ads, you’ll be drawing new clicks and new customers in no time.

Focus on PPC Ad Headlines First

When crafting PPC ads, the most crucial element will always be your headlines. That’s especially true now that Google has expanded AdWords headlines from a single headline of 25 characters to two headlines of 30 characters each.

Those two headlines will draw more eyeballs and generate more clicks than any other part of your ad, so it’s important that you invest the time it takes to make your headlines everything they should be. That means:

  • Including your targeted keywords
  • Offering a clear value statement
  • Including a call to action

Create Conversion-Friendly URLs for Your Ads

On any AdWords ad, your URL will appear directly beneath your headlines. This often makes it the second thing users see when they look at your ad. So take the time to create a destination URL that aligns with your campaign’s overall message, echoing one or more of the key points from your headlines.

Craft Copy That Compliments Your Headlines

The description portion of at PPC ad will always play second fiddle to the headline — but that doesn’t mean you should neglect the content in this part of your ad. When writing PPC ad descriptions, think of the description as complimentary text for your headline. Use this space to detail secondary points of value that your business offers.

Leverage PPC Ad Extensions to Draw Clicks

AdWords extensions are a great way to stuff extra information into your PPC ads. More importantly, they take up valuable real estate on search result pages. With the right combination of extensions, your ads can take up two or three times the space of your competitors’ ads, helping you draw more clicks.

Some of the best extensions available include:

  • Sitelinks extensions, which offer alternative links to other pages on your site.
  • Location extensions, which allow you to include your address and hours within ads.
  • Call extensions, which make it possible for users to place a phone call directly through your ad.
  • Review extensions, which incorporate online reviews from reputable third-party sites.
  • Callout extensions, which allow you to add short, additional blurbs beneath your description.

Go Granular with Device & Audience Targeting

It’s no secret that segmenting and microtargeting are winning strategies in PPC advertising. So be sure to structure your campaigns in a way where you’re targeting your target markets as precisely as possible. Whether you’re targeting geographic locations, age ranges, audience interests, or specific devices, having a clear sense of who your strongest targets are will be invaluable in getting your ads in front of the right eyeballs.

Ready to take your PPC advertising efforts to the next level? As a Google Premier Partner, Qiigo can help you research the right keywords, draft your campaigns, and write killer content for your PPC ads. Call us today at (888) 673-1212 to find out how you can get started.

Qiigo Announces Ad Budget Alerts

At Qiigo, we are always looking for ways to better serve our clients. We are pleased to announce a change to how we notify our clients when their Local Marketing Program budget is reaching its limit. If your account balance for Search Engine Advertising is running low, we will now be notifying you via Qiigo Ad Budget Alerts. Qiigo Ad Budget Alerts are proactive, automated email alerts that help you quickly and easily manage your online advertising budget.

With Qiigo Ad Budget Alerts, you can take prompt action to ensure your ads keep working for you, generating valuable leads for your business. And our system makes it easy for you to monitor, manage and adjust your ad budget when you need to.

qiigo ad budget alerts

Here’s how it works:

  • We will send you an email alert when your budget has 20% left for the month.
  • We send a second email alert at the 10% mark.
  • The email alert will include your total monthly budget, as well as the budget percentage remaining for the month.
  • Each email alert has a link, so you can immediately click to adjust your budget and keep the ads running if you need to.
  • Options for next steps include:
    • Adding budget just for the remainder of the current month
    • Adding a permanent increase in your monthly budget

How will Qiigo Ad Budget Alerts help you?

  • Our system will send you automated, proactive email reminders, because we know you’re busy running your business.
  • The Qiigo Ad Budget Alerts will help you understand how much budget you have left, compared to your overall budget each month. They help you make the best decision about whether to add budget just for this month, up your budget permanently, or just wait until next month to continue running ads.
  • If you need our help, each Qiigo Ad Budget Alert includes your Qiigo Account Manager’s contact information, so you can call or email us immediately to discuss your options.
  • By making sure your online a budget doesn’t accidentally run dry, we help keep leads coming to you, to grow your business.

Should you have questions or concerns, we always encourage you to reach out to your Account Manager. His or her contact information will be included in each email alert. We believe the new Qiigo Ad Budget Alert system will provide you with an easier way to manage your ad budget, so leads keep coming and you can focus on growing your business.

Other Important Features about Qiigo Ad Budget Alerts

  • If you ever want to shut off the alerts, we make that easy with a simple “1-click Unsubscribe” process.
  • If you decide to ignore the alerts, that’s ok. We’ll send another one at the next alert set-point, and when your account runs out for the month.
  • When your account runs out, your ads will pause, and no further leads will be generated until the ads restart next month. However, if you have a monthly budget allocated, they will restart automatically with no further action required from you.
  • Qiigo does not get paid more, if you run more ads. Unlike most digital marketing agencies, we do not charge a percentage of your ad spend. We simply want to help you succeed, by helping you generate the best, most profitable leads to grow your business.