Most folks that use AdWords on the surface and don't dive too deeply into it may thing that Ads are just what they create for the product or service that they are pushing. They may not realize that they have an excellent resource at their fingertips (or mouse click) called Dynamic Search Ads. These can "auto-build" ads based on the content of your website. This means that if you have an expansive website, this may be a great addition to have in it's own campaign (so you can budget it much easier). We generally recommend creating a Dynamic Ad Campaign in conjunction with traditional ad campaigns within your account.
Google Dynamic Ads: Defined
According to Google:
- Dynamic Search Ads uses Google's organic web-crawling technology to automatically target relevant search queries based on your website content
- Incremental traffic from Dynamic Search Ads can fill in gaps in your keyword campaigns for great return on investment (ROI)
- Dynamic Search Ads offers a powerful way to target ads to many queries through an easy campaign-creation workflow
Google Dynamic Ads: Defined by MXS
We love our dynamic ads here at MXS. While you can just use them and nothing else, you may not be able to compete with others that are going after the same market. If they have specific keyword phrases being targeted and you do not, they generally will win. The bonus here is that you can have campaigns that target specific pages with specific keyword phrases, and bid appropriately for them. With the dynamic ads, this will literally "pick up the rest". In some cases, the dynamic ad may be better suited for a customer's keyword search phrase than the actual keyword phrase we use in another campaign. This means that the algorithm that Google AdWords uses picked it for various metrics and the bid is less (sometimes a lot less) than what it could have been with the exact phrase. Sound Greek? It's Ok, all you need to know for your business is that having Dynamic Ads around is a good thing that can yield additional leads to areas on your website.
Those that have been around the Internet are very aware of Google and know that they are constantly innovating their products. This equates to new releases on existing platforms and introductions to new products. AdWords, being one of their keystone products, has released hundreds of new features just over the last year alone. Many of these features were not even announced publicly, but rolled into the framework regardless. Some of these updates may not affect the masses of AdWords users, but some may and should be put in order of importance.
Top 5 Google AdWords Features
We've compiled a list below of the top 5 Google AdWords features that you should be using. For sake of transparency, it is possible for anyone using Google AdWords to use their online website to perform most functions required to have successful online campaigns, but these tools below can make more efficient use of your time when setting up or updating your online campaigns. These are in order of importance (in case you wanted to start with #1).
- Google AdWords Editor
We like to use the AdWords Editor as a training tool. New AdWords workers that we train have to do things "the hard way" first all online, and then we show them the Google AdWords Editor program. This way, they can draw parallels to what they are doing offline with the online version. The Google AdWords Editor allows offline edits to Campaigns, AdGroups, Ads, Keywords, Locations and all things in between. One of the biggest bonuses from using the offline editor is the ability to copy-and-paste data. You cannot do this online. Say you have eight campaigns, and you decide to add a new location. Online, you would have to go to each of the eight campaigns and add the location. With the Google AdWords Editor, you still have to go to each campaign, but because it's offline, you don't have to go "page-to-page" for the updates. You can copy-and-paste the value for each campaign. This literally shaves off minutes of work per each action. When your done with all your "offline edits", you simply upload/publish your changes back to Google AdWords. Speed wins in this equation.
- Call Tracking Features
Mobile is now dominating online searches. If your website is not mobile friendly, stop reading this blog and contact us immediately to help you out. If your website is mobile-friendly, then you can rest assured that your site, if the same (and similar metrics) as a competitor site that is not mobile friendly, yours should always outrank it. Click-to-call is the name of the game ladies and gentleman. Google acquired Grand Central Station many years ago and it is now known as Google Voice. With this technology, Google now uses a virtual number for "click-to-call" buttons that show with your Ads opposed to just using your number (although that is still an option). Using their proprietary system, now website calls from the ads shown have deeper analytics other than "yep, they called", or just bypassing the button altogether to call the business directly.
- Targeting Ads using Demographics
Social Media platforms like Facebook and Twitter do a great job of targeting demographics. Did you know you can do the same thing with Google AdWords? This idea stared a couple years ago with Google to have keyword searches and display ads using targeted demographics. This setup gives you insight into who was clicking on or viewing your campaign ads. The information you can gather here is good, but don't expect to get things like their blood type or other really-specific information. You will be able to see data like age, gender and if they are parents or not.
- HTML5 Ads
One of the more recently added tools added to the Google AdWords arsenal is the updated Web Designer. This allows you to create nice, great-looking, interactive and/or animated ads in HTML5. If you remember the days that Adobe Flash was all over the Internet with interactive banners, now this can be done with the click of a mouse on Google. HTML5 does not require an extension like the predecessor of animation "Flash" did. These ads exist on the Google Display Network, so you may want to consider this style of ads if you are already using this form of advertising within Google.
- Ad Callout Extensions
Ever wish that you could have 5 links instead of just the primary link you are pushing in your ad? Callout extensions exists for this reason. Underneath your primary ad's text, you can have things like "Get your special price here" or "Schedule a call 24/7 here", etc. These callout extensions are used to highlight parts of the business. These are different from the traditional sitelinks as sitelinks are design to send customers to specific pages of a site and/or give them a quick preview of a designated page. Callouts are good to use to give the ad an extra push for what you are selling.
These are a Top 5 Google AdWords features, but there are plenty that we use on a daily basis that did not make the list. Some may be more complex in nature and not designed for our audience. The features we listed above can be used by businesses that thrive on "weekend warrior" style work or full-blown businesses that have many employees. Google has done a good job trying to have tools to cater to almost every business.
We've all been there, you think you are spending more than you should, getting OK results, and then it hits you. You feverishly start doing the math in your head. You divide your monthly budget by the days in the month, then by the 24 hours you run your campaign. You just realized that your $3,000 monthly budget is spending around $4 per hour. You know since many of your bids for keywords and phrases are higher than your hourly budget, you are missing out on valuable clicks that are going to the next business that is showing.
Confused? Don't worry, you're not alone.
Pay Per Click Management can be one of the toughest jobs in the Online Advertising world when one just tries to "set it and forget it". It takes skilled professionals hours and hours of setup, tweaking, data-mining and then more hours of tweaking and data-mining. Many executives in businesses that are advertising online tend to treat it as a "fringe advertising expense," meaning that it is not on par as being as important as say traditional advertising like TV, Print and Radio. In some business cases, it may be true and not make sense for that style of business. However, in many cases, potential customers seek out the business' website first, then make a call whether or not they are worthy of their attention.
Raise the monthly budget.
It would seem obvious at this point that if you are not getting traffic due to having a lower "hourly budget" versus the phrases you are going after, then you need to raise it up. Remember, take what you are willing to spend per month, divide it by 30.2 (accounts for 31 days per some months on average), then divide that daily budget by 24 (assuming you are advertising all day). What you are left with is your hourly budget. If it seems too small, then you may want to double, triple or some other multiplication to get it performing for you.