Google Display Network has a lot of options. That can make running a campaign difficult, but it’s also one of the best parts about Google display ads – they have something for everyone, from small business owners to large corporations and everything in between. In order to select the right GDN campaigns for your company or clients, you need to know what’s available and how to use it well. Here are six things any PPC manager should check before starting a new Google display ad campaign:
1. Double check the campaign name
I have seen a lot of campaigns named “Adwords” or just “campaigns”. When you do this, it’s hard to tell what company owns the account- so those are things you should definitely change. Also, if your accounts have been linked together by Google but aren’t showing as one big account in analytics, there can be some confusion as to where traffic is coming from.
2. Make sure you know which Gmail label all of your ads are going into
This isn’t always 100% clear and we’ve run into granular matching issues before because something was off with how we were placing our ads (be sure every single ad group has a label or placement that matches exactly what Gmail is searching for). Also, be sure you’re not matching on something too specific- I know this seems like an obvious thing to point out but I’ve definitely messed up in the past by doing things like putting ‘[email protected]’ into my label match types instead of just ‘[email protected]’. And if your ad group is named ‘unsubscribe’ don’t forget to put it in there too.
3. Make sure you only have the exact same ads/creative showing once per campaign
This can be hard because there are certain factors that go into where Google decides to place each individual impression (keywords, device, time of day), so one person searching their phone at 9 am will have a different experience than a person searching on a computer at 1 pm. We have seen Google block the exact same ad from showing twice in a row because it thought it was an abuse of their system to show the same thing too frequently. Be sure you’re clear about what you’re going for with this campaign and decide how strict or not strict you want this policy to be before proceeding- if someone is searching for your product specifically but has never been to your site, it’s probably worth not blocking those impressions from happening even if they are exactly alike.
4. Check all URLs for HTTPS
This used to be really important back when people were scanning paid search ads to see where traffic was coming from, but it’s still something that should always be checked. Here’s a great resource for how to do this easily: LINK
5. Check your negative keyword list
This one is pretty obvious but still something that can be frustrating if it isn’t done often enough.
6. Review the campaign structure and be sure you’re getting what you want out of each component
Conclusion paragraph: Ad campaigns can be complex structures, but by taking the time to review them on a regular basis and making sure they’re meeting your goals, you’ll be able to improve performance and find new opportunities. Have you checked all of these items recently in your own ad campaigns? If not, now is a great time to start. And if you need help getting started or want someone else to take care of it for you, reach out to an Ads Ecommerce Agency.
Ad Blocker Trends: Who is Using Them and Why?
On nearly every PC or Mac, there are dozens of programs that can be installed. It could be a virus scanner, word processor, media player … the list goes on and on. But one software most people would find surprising is an ad blocker.
Ads are everywhere in our lives, filling up web pages, infomercials, billboards, magazine pages … if you look hard enough for it, you’ll find it somewhere! Despite their ubiquity, ads have existed for decades now – ever since they were introduced in the 1950s. For some reason or another though, in recent years they’ve become more intrusive than they needed to be – squeezing themselves into places where they didn’t exist before (like smartphone games) and having expanded to cover more of a website than ever before.
Perhaps because of this, people have taken it upon themselves to block ads from appearing on their screens through means such as ad blockers, which can be installed on both PCs and Macs. But who is using these programs and why? What do they see the most? To answer these questions, we’ve put together an infographic that shows some information on those users that block ads. We hope you’ll enjoy it!
What Makes a Good Landing Page: Calls to Action
A good landing page is one that gains your intended viewer’s attention with the information it presents. A good call to action on a landing page is one that makes viewers take an immediate next step, whether it be sharing content online, giving you their contact information, or making a purchase.
The key to a great call to action is specificity and clarity about what will happen next if they click on this link instead of staying where they are, reading more about what you do, and coming back later when intending to make a purchase.
Having an attractive but simple landing page that is easy for readers to skim through quickly is another way to ensure that your potential customer takes the desired next step. The last thing you want them doing while considering the purchase of your product is struggling to figure out how it works or what you are even selling.
A good call to action stands out from the rest of the site, which means that you either have a different color background on the CTA, bolded text/larger font, or simply more words describing exactly what will happen next if they click.