1. Product Extensions For Your Cash Cows
Product extensions in Adwords are an extremely powerful option if used correctly in your PPC campaigns. Also, remember these extensions are not to be confused with the Google Shopping Listings, which often appear at the top right of your search results, and stem from the Google Merchant Account extension. Typically these extensions have the best results when searching brand in addition to a specific category. For example, if someone searches “Bruce hardwood flooring” or “Bruce laminate flooring”; if Home Depot was running a special, the landing pages would go directly to searched products. Here we see that the buyer’s intent is very specific and more than likely ready to buy something based on the keyword phrase used in this type of search.
2. Using Call Extensions With New CPP (Cost-Per-Phone)
Cost per phone call bidding now allows you to have one bid for clicks and another bid for phone calls. In order for this to work, you need to setup call extensions in Adwords, with a Google forwarding number. The minimum cost for a CPP bid is $1, which is the actual minimum per-call fee. There are a lot of rules around how to bid for CPP. While there is not much data currently on how useful the feature will be for marketers, it appears that local businesses will benefit greatly from having the phone number directly in the ad. The other advantage is that Google tracks all of these phone calls, and the advertiser can listen to every call through a back end dashboard.
3. Ad Rotation and Why You Should Change the Default Setting
Ad rotation has been around awhile, but the latest addition to the mix is called “Rotate Indefinitely”. This allows you to do a multitude of ad testing. Instead of allowing Google to optimize for clicks, this option allows you to test which ads perform better than others.
4. How Using Ad Scheduling Correctly Will Save You Money
One of the most underused features in Adwords is ad scheduling. Ad scheduling allows you to tailor the time your ad shows up based on when you get conversions, whether increased traffic, click-throughs, phone calls or form submissions. No matter your end conversion goal, you can adjust when your ads are being shown for maximum results. Instead of spreading your budget thin across 24/7, you can focus on a specific time period per campaign. This also helps your quality score by only showing ads during the times you are most likely to reach conversion goals. Another benefit is that you can adjust the actual bid amount during a specific time. This helps overall efficiency. Make sure you use Google Analytics to find out when people are on your site and when maximum conversions take place. This is key information to determine how to adjust your ad scheduling.
5. Keyword Match Options and What The New Behavior Means
A newer feature of Google Adwords extensions is the keyword match options under your campaign settings. There are a couple of key behavioral variations you will want to take into consideration when using this feature in Adwords:
- Misspellings-“experiance” instead of “experience”
- Acronyms- “AC” instead of “Air Conditioning”
- Abbreviations- “Feb” instead of “February”
- Stemming- “Mass Produce” vs “Mass Producing”
- Singular and Plural Forms- “tennis ball” and “tennis balls”
Google indicates that up to 7% of all search queries include misspellings and the longer the query, the more likely the misspelling. Google also states they continue to test the new feature and report positive outcomes of up to 3% increases in search clicks.
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