Google Adwords|PPC

What is AdWords PPC Management?

With a reach encompassing 90% of online users and a colossal network of over 2 million websites, Google AdWords PPC management paves the way for lucrative paid advertising opportunities. If you want to get more leads and increase your ROI, Google AdWords allows businesses to reach the right audiences at the right time and with the most relevant brand messaging that inspires them to buy. 

What is Google AdWords? 

Google AdWords, currently named Google Ads, is a powerful advertising system where advertisers can bid on certain keywords to make their ads appear on top of Google’s search engine results when someone searches for a product or service offering related to yours. With Google AdWords PPC advertising, make your brand or business offering seen by potential customers right at the moment when they are searching for products or services like yours.

Google AdWords

An ad that is timed at peak search hours can convert your website traffic into valuable customers. And you pay only for results, i.e., when someone clicks the ad to visit your site or calls your business. With Google Ads, you can derive results that matter most your business. Additionally, it works effectively for most advertising budget, where you can set a monthly cap to ensure you never go over it. You can also adjust or pause your ad spend any time.

Why Advertising on Google AdWords is Important? 

You may ask, “Why should I pay to advertise on Google when Search Engine Optimization can get my site to rank high on the search engine for free?” True, but driving increased traffic and greater conversions through organic search is not easy as you would think. Google algorithms reward sites with high authority, relevance, and Quality Scores with organic rankings. But it can take significant time, cost, and effort to get high search rankings for the keywords you want. It is worth the time, but it may take long before you could see results to come. 

On the other hand, Google AdWords delivers instant results. The ads are displayed on Google Search and other platforms when a person looks for a business offering related to yours. So, if a searcher has purchase intent, he is more likely to click the ad and convert it into sales. According to a report, Google AdWords PPC ads get 65% of total clicks that begin with buying keywords, whereas organic results generate only 35% of clicks. 

More importantly, Google Ads typically appear at the top of organic search results and onto the right of the search engine result page (SERP), giving your ad more visibility. And this should matter to your business because the top five results on search engines get 67.6% clicks, whereas other results receive only 3.73%. 

PPC ads ideally contain enticing and relevant information, along with catchy images, star ratings, price, shipping info, or a powerful Call-to-Action. This is important to drive increased sales for commercial searches, i.e. when people are ready to purchase and want pertinent information to make a purchase decision. 

Here are some reasons why businesses should consider using Google AdWords: 

  • Comprehensive campaign setting features, including location settings, schedules, and mobile device settings. This helps display your ad across diverse platforms and leverage the broad reach that Google offers.
  • With AdWords PPC management, you can set a daily budget for every campaign and as per your needs. Choose bids for each keyword and ad group. 
  • Brainstorm and discover high-potential keywords for your campaign using powerful Ads Keyword Planner. 
  • Improve Quality Score and ad relevance with effective optimization strategies that help drive higher rankings and help determine the Cost Per Click for your ad in the top SERP position. 
  • In-depth Google Ads analysis and reporting enables you to track the performance of your ad campaigns across all keywords and ad groups. Google Analytics is a powerful tool that provides comprehensive reporting and actionable insights that can help tweak the campaign, optimize it, and improve performance. 

How to Get Started with Google AdWords PPC Management? 

While Google AdWords delivers quality and immediate results, setting up a campaign and optimizing it for performance can be complex, with a steep learning curve. To make the most of your AdWords PPC campaign, it is crucial to hire a certified Google AdWords Partner who has rich knowledge and expertise in this PPC advertising program. 

Discussed here are the key steps to get started with AdWords PPC management: 

#1: Set up Your First AdWords Campaign 

Visit Google AdWords and click “Get Started.” You need to provide your email address (preferably your Gmail account) and website homepage URL to create your AdWords account. Next, Google will guide you through setting up your first campaign. 

However, you need to first know different types of ads you can create: 

  • Search Network with Display Select: Ideal to reach maximum customers  
  • Search Network only: This includes Google Search and other search partners
  • Display Network only: Perfect to advertise on Google’s network of partner websites  
  • Shopping: The best way to advertise your products through Shopping Ads   
  • Video: Create engaging and meaningful video ads on YouTube and across the web 
  • Universal App Campaign: This enables you to promote your application across Google Search, YouTube, and Display

Once you determine which is the right type of ad for you, you can set up a campaign easily. 

#2: Calculate Your AdWords PPC Budget 

You need to begin with determining an ad budget for your AdWords campaign. This will depend on the profit you want to achieve, Google’s commission, and your expected conversion rate.   

#3: Pick the Right Keywords

Use Google Keyword Planner and begin searching keywords that are most relevant to your business offering. Put yourself in the customers’ shoes and determine what search terms they would typically use. This will help choose the most relevant keywords. 

#4: Perform Competitor Research 

Knowing what your competitors are doing will help optimize the campaign and outrank them. 

#5: Create Outstanding Landing Pages 

A high-quality, relevant, and engaging landing page will help convert your website traffic into sales. 

#6: Create an Engaging Ad Copy 

The ad copy must include a powerful and eye-catchy heading, relevant brand messaging, and a strong call-to-action. 

#7: Set up Conversion Tracking and Launch the Ad Campaign 

To track conversions, Google AdWords provide the option to setup conversion tracking. Next, launch the ad campaign. 

#8: Monitoring & Analytics 

As the ad goes live, continuously monitor it using Google Analytics and generate meaningful insights. 

For effective AdWords PPC management and great result, hire a certified AdWords agency you can trust. 

Google Adwords|PPC

Useful Tips for Doing Search in a Low-Volume Niche

Creating content for an offbeat topic is like walking on a double-edged sword. While you get the perks of less competition, you also face the consequences of low search volume.

Handling low-volume niche topics are difficult mainly because of the specificity of the topic/content.

Studies show that over 63,000 searches take place on Google alone, every second. Leveraging the maximum potential of these searches can help you grow your online business exponentially overnight.

The only downside to the low-volume niche is that out of nearly 5.5 billion searches on Google that occur every day, the search count for your keyword might easily be in the single digits.  

If you are trying to create SEO-friendly content for search in a low-volume niche, you can follow these tips to get an edge with your marketing campaigns.

Categorize Your Audience

Every expert digital marketer is explicitly good at one thing. The marketer can identify the purchase-intent of the target audience in the right manner.

The best digital marketers can step into the shoes of their target audience to identify their needs and design campaigns accordingly.

By categorizing the audience, they can create a seamless string of advertisement and SEO campaigns that work in favour of the company.

You can easily adopt this categorization strategy to see the total target audience in your bucket in smaller components.

The categorization can help you target the right audience at the right time. Some parameters that you can use to categorize the audience include age, gender, likes/dislikes, search history, etc.  

Make Your Keywords Generic

Low-volume niche is directly associated with highly specific keywords. Let’s take a small example here.

Let’s say that you are creating an online business to sell high-quality carburetors with titanium lining to prevent harmful exhaust gases.

Now, you probably cannot afford to invest your money in a highly generic keyword like carburetors.

On the other hand, you cannot create a specific keyword like “sell high-quality carburetors with titanium lining to prevent harmful exhaust gases” because this will attract almost no attention.

Create long-tail (but not too long) keywords. Over 70% of all web searches revolve around long-tail keywords.

Focus on Technical SEO

While preparing for a low-volume niche segment, you cannot rely too much on the content part of SEO to bring you the business.

In such cases, you need to rely on the technical aspects of SEO. Some of these include:

  • Optimizing Page Load Speeds: By optimizing the website at the back end, you can easily reduce the loading time for the web pages. This will help you acquire more prospects and convert them into customers quickly.
  • Generating Back-links: Perform competitive analysis to see the backlink sources of your top competitors. Invest money in guest posting and other similar activities to generate more backlinks from reliable sources.
  • Optimizing UX and UI: Optimizing the overall user experience will help you retain the prospects who visit your website.

Optimize Your Website for Mobile Devices

Studies show that over 56% of the traffic on the internet comes directly from mobile devices today.

Also, the latest hummingbird Google update focuses on mobile-first indexing policy.

These studies are proof that you need to invest heavily in developing a mobile-friendly website for your audience. You cannot afford to lose the small audience only because of the lack of a mobile website.

Develop Truly Useful Content

The top websites stay at the top of the chart because they develop high-quality content consistently.

Developing a few blogs and articles one time will not do the trick today. Studies show that 60% of the best digital marketers create at least one piece of content daily.

Instead, you need to develop content regularly to keep the audience in the loop for a longer period. Develop how-to type content for your website as well as in form of guest posts.

It is not necessary for you to develop content that is highly specific to your business. Instead, you can develop content around a more generic topic pertaining to your product/service.

Spread the Word

Since you operate in the low-volume niche market, you need to get audience proactively by running marketing campaigns.

Leverage the social media and blogging channels to capture the attention of your target audience on multiple platforms.

Keep your keywords generic to a certain extent to save money as well as get enough clicks and attention on the search engine.

Some websites and online applications like Google Analytics can help you test the performance of keywords.

Make a list of all possible keyword combinations that you can think of, then plug them into the application to see how many clicks they attract every day/month.

After this, you can calculate the ROI based on the cost per click. Having an ROI-driven strategy is great for the long-term sustainability of your business.

Google Adwords|PPC

Tips On How to Target Remarketing Audiences for More Leads

Remarketing is an important part of the sales cycle. It helps you in nurturing the existing leads and targeting the new leads again for better conversions.

Studies show that a marketer needs to make at least 6 to 8 touch points before converting a lead into a customer.

So, unless you have a complete monopoly in a particular market segment, you need to target your prospects with multiple touch points using remarketing techniques.

The strategy for marketing and sales depends on the type and availability of the product/service that you are trying to sell.

There is no fixed strategy that will get you guaranteed success. In fact, you need to experiment regularly to find the best strategy that fits your business model.

Here are a few tips that you can use to design your own remarking strategy to generate more and more leads for the business.

Run Remarketing Campaigns on Google and Facebook

Focus on remarketing your product/service on multiple platforms like Google AdWords, Facebook, Twitter, etc.

These platforms are extremely powerful and can help you strategically filter the target audience effectively.

By broadening the scope of remarketing on multiple platforms you can easily diversify your investment portfolio and minimize the risks.

A recent study conducted over 2,000 internet users in the U.S. shows that nearly 75% of the consumers notice the remarketed ads.

Create an Ideal Customer Profile and Target Everyone

Research shows that the younger generation (between 25 to 34-year-old people) respond better to the remarketed ad campaigns.

Therefore, is important that you understand the needs and type of customers/prospects before launching the remarketing campaigns.

The creation of an ideal customer profile will help you look out for the best possible prospects for the campaign.

These prospects have a higher chance of conversion. Therefore, the remarketing campaign on them will require minimal effort for effective and quick conversion.

Up-Sell and Cross-Sell to the Existing Customer Base

The remarketing campaign works great in customer acquisition. However, most marketers use it to retain their existing customers.

They usually use the remarketing techniques to get more business out of the existing customer base.

The up-selling and cross-selling opportunities within your existing customer base can easily help you get more conversion with minimum efforts.

You might want to focus both on Facebook and Google ads since stats show that 54% of marketers believe in remarketing over social media platforms.

Design Your Ad Campaigns Strategically

The design of your ads plays a major role in the success/failure of the remarketing campaign. Studies show that ad design, fonts, colours, sizes, and various other factors affect the way in which your audience sees the ad.

The right designs will help you redirect more visitors to your website and attract the attention of the prospects quickly.

Make sure that you do not cram a lot of information into the remarketing campaigns.

The main purpose of the remarketing campaign is to bring the customers back to your website. So, keep the ads as attractive as possible without loading a lot of information into them.

Focus on Local SEO and Targeting Techniques

The local SEO and targeting techniques will help you boost your conversion rates further. Local targeting works best when you have a geographically challenged business.

If you operate in a very small area, it is better that you launch your remarketing campaigns for people in that area.

The local SEO techniques will help you take care of the audience who may be more inclined to purchase your service/product.

A recent study by Hubspot shows that 97% of people searching on Google were looking for a local business.

Set Achievable Milestones to Track the Progress

Goal setting process should be a critical part of your remarketing strategy. It helps you define specific milestones that you need to achieve to consider the overall campaign a success/failure.

You must use analytical tools like Facebook Pixel and Google Analytics to measure the results of the campaign.

Patience is the key to the success of a campaign. So, if a remarketing campaign does not yield the desired results within a few days, you might want to wait for a few weeks before they do.

However, make sure that you do not over invest your time and money in a campaign that is on the path to failure. This way, you will only lose more money as time goes by.

Remarketing can help you drive your conversion rates up significantly without driving up the costs.

Therefore, remarketing helps you get an excellent return on investment. It also helps you reduce the overall pressure of performance on the sales team thereby aiding them in closing faster.

Remarketing is a boon to both your marketing and sales teams if you do it in the right way.

Google Adwords|PPC

PPC for Dentists – Advertising Tips and More

Small business setups such as dentist offices also require dental PPC experts.

As there is a tough competition in the market to grab potential customer attention, both offline and online, PPC for dentists is a basic requirement.

With mobile searches on the rise, it is even more important to be visible within search engine results page to acquire relevant traffic.

PPC for dentist is an advertising campaign that places your business right before your target audience.

However, you have to take a tactical approach to kick-start a dental PPC campaign.

Without a plan, you may possibly end up making some expensive mistakes time and again.

Therefore, here is what you should do to make your dentist PPC expert plan work:

#1: Target Patients Looking for Dental Services

This is perhaps the most obvious thought!

With Google AdWords and PPC, it is possible to ensure that the best practices appear on the first page. Are you the best?

Since Google reduced the total number of results to be shown in the Google My Business Page, local dentists focus on PPC for advertising.

Using Google AdWords PPC, dentists can ensure that their dental practice is visible for specific search queries such as dental implants in London, teeth whitening in Birmingham etc.

With SEO, your efforts to get better visibility may take years; however, with PPC, you appear instantly.

#2: Taking the Correct Approach

Dentist PPC experts recommend a proper approach for online advertising. Choosing highly competitive keywords and narrowing down target audience base may not help.

The best approach is a dental PPC advertising strategy. It is not only lucrative and profitable, but also the most promising channel to advertise services and treatments.

Select keywords targeting your customers. Get leads for better revenue.

#3: Attract New Customers

Traditional advertising approach is to show ads to people who are not even interested in the service.

Do not waste your time with wrong targeting methods. The best dental practice is to maximize your enquiries and deliver quality service.

Geo-targeting is one of the finest dental PPC tools. It targets customers based on their IP addresses when they look up for a similar service to yours.

Keyword targeting combined with specific dental services and location works. For example, dental veneers in Birmingham, dentures in UK, etc.

#4: Using Negative Keywords for Positive Results

Besides targeting search keywords, you would also want to prevent showing certain keywords and terms. In order to do this, Google AdWords is an effective tool.

It provides much narrower control over the keywords you want to show up in search results.

For example, a target customer types ‘cheap dental services in UK’ into Google search bar.

You do not want any advert to appear. Therefore, you add a negative keyword, which is ‘cheap’ to ensure there are no ads.

#5: Location Targeting

Advanced features like location targeting and postcode targeting boost dental PPC opportunities.

With an AdWord campaign, you can not only locate target customers in your location but also people searching for the same.

Even though this campaign works wonders for most advertisers, it may not suit the majority of the dental practices.

It is important to ensure correct configuration and settings to optimize results and target potential customers by postcodes.

In that way, your ads would show only to those users within the local postcode region.

#6: Locate the Best Place to Get New Customers

To do this, you can use data insights and analytics. It would help you to determine the ideal locations as your targets.

Install Google Analytics to review user location data and find the best performing areas, such as high-income groups.

Likewise, you can also review dental practices, customer databases, offline records, and CRM.

Using these tools, you can also synchronize your offline events with online activities and vice versa.

#7: Allot a Daily Budget for Advertising

Google AdWords allows you to choose a daily budget for campaigns. Based on your goals, you can choose an average amount per day.

Generally, local service businesses spend as much as £1000 per month for advertising and PPC purposes. You can upgrade the budget any time you want.

#8: Include Ad Extensions and Site links for Dental PPC

Ad extensions allow you to say more about the dental practice, services, treatments, opening hours, and other additional information.

In fact, these are the best ways to bolster ads. They have greater potential on Google search results, thus drawing user eye to the ad over competitors. As a result, they help increase new customer enquiries.

To get what you seek with PPC dental experts, you need a helpful ad copy together with the address, phone numbers, and extensions.


Yes, dental PPC is important to promote your business at the right time and the right place.

In addition, you should take ownership of the dental practice, optimize the Google My Business listing, verify the listing and claim your ownership, including relevant terms and keywords, update your opening hours, add photos and videos, and respond to your customer reviews.

Google Adwords|PPC

How Programmatic Advertising Looks In 2018?

The advent of computers, internet, social media platforms, and other avenues radically changed business marketing strategies.

Earlier, business owners only had traditional promotional channels. A business will never prosper without targeted advertising.

Promotional plans serve several purposes. Proper Google advertising offers information about new goods and services to the clients.

Organizations hire professional PPC experts to purchase advertisement slots for the respective companies.

As business promotion is slowly shifting to the online platforms, new PPC adwords strategies are necessary. It is here that the importance of programmatic ad buying comes to the forefront.

Programmatic Advertising 2018

What Does Programmatic Advertising Stand For?

Programmatic Advertising is relatively new. This is the process where unique software buys digital advertisements.

It will replace human labor, negotiations, and insertions. In simple terms, organizations will use machines or robots to purchase ads for online platforms.

Why Is The Popularity Of Programmatic Advertising High?

Business online marketing is somewhat unstable. There was only one player in the sector, Google AdWords. Later, Facebook advertising entered this arena and gave Google AdWords a fierce competition.

While Google Ad marketing works with keywords, search options, and text advertisements.

With the inception of programmatic advertising, organizations will be able to work with display advertisements.

Here are some advantages of this form of advertisement:

1) Better Potential To Reach Clients

The problem with Google PPC Ads was its limited reach. It was only operational with Google.

But the same is not the case with programmatic advertising. With this mechanized ad purchasing system, advertisers will attain direct access to real-time bidding sector.

It will enable any advertiser to reach out to as much as 98% of the online market.

This also includes Google platforms. It brings in 15 million followers. With this form of advertisement, business organizations will be able to display the same promotional message on all gadgets, which have internet connectivity.

Programmatic Advertising 2018

2) Real-Time Data Reporting

Ad monitoring is essential for the success of the business, especially on the online platforms.

With Google AdWords marketing technique, it was only possible to attain statistical figures every two hours. Other similar platforms offer this facility once every day.

It limits the potential of online advertising and lowers an organizations profit. With programmatic advertising, you need not worry about this anymore.

This system allows advertisers to track keywords bidding and ad statistics on a real-time basis.

You can get updated figures after every minute. This comes in handy when you have to measure the effectiveness of your advertisement campaigns.

These figures will help the company to make the necessary changes in the ad displays.

3) More Targeting Options

Both programmatic advertising and Google AdWords offer satisfactory results with targeting and re-targeting options.

But programmatic advertising increase the reach of this targeting process. The software uses cookies, which offers limitless targeting opportunities.

If you though tracking demographic, psychological, and behavioral data is top-notch, then programmatic advertising will give you the power to track mobile sets, headsets, operating systems, and manufacturers.

4) More Pricing Options

Cost per click and cost per action are the only two ways to earn the revenue with Google AdWords.

It has the total authority over this platform. But with programmatic advertising strategies at your disposal, marketers will be able to attain maximum campaign leverage.

5) Better Accessibility

All the points mentioned above highlight that programmatic advertising offers better accessibility.

2018 is all about video and display advertisements. Text promotional messages are a thing of the past.

If business organizations want to stay afloat in this cut-throat world of online marketing, then they need to embrace new advancements.

Programmatic Advertising 2018

6) Reduces human errors

It is not possible for a human to make the right purchase at the right time. With this system, one can eliminate such errors.

The software will not fail to detect a golden opportunity. The program will be able to target a target client, at the right opportunity, on a particular platform.

When your employees are not busy with ad purchasing task, they can invest more time and effort towards online strategizing.

7) What is Real Time Bidding?

90% of the companies depend on this component to make a significant mark in the online detriment world.

This is an automatic process that will enable the company owners or advertiser to buy suitable ad space, with the assistance of software.

Ad exchange, Supply Side platform (SSP), and Demand Side Platform (DSP) are some important terms that one must know.

Ad exchange is the inventory of the publisher. SSP allows any publisher to attain direct access to the ad exchange.

It also helps the publisher to create an inventory list that it will sell later on. On the other hand, DSP is for advertisers.

Any agency that desires to attain access to the ad exchange, in order to bid for ad space, will have to make use of the DSP.

Programmatic Advertising 2018

How to start with programmatic advertising?

  1. Just like traditional business, online pragmatic language sector also requires two key players – the agencies or the buyers, and the publishers or the sellers. The publishers have access to ad space that they offer to the right buyers for the right price.

  2. Both these parties will be able to take a look at the available space on the ad exchanges.

  3. The Google advertisers must possess an idea about their target clients. Without this information, they will fail to make the correct impact. There are several online tools, which will help one agency to collect data about their target clients.

  4. Cookies on any site collect information about any website user. This happens when the user logs in and loads the page. All these details will automatically show up on the ad exchange.

  5. Both parties have their own requirements. In case the requirements of both parties match, then the user will attain an invite from the advertiser to take part in the bidding.

  6. A client that makes the highest bid will get the ad space. The deal is closed via this traditional auction process. Once the deal is complete, the ads will show up on the sites of the publishers. These publishers will get a certain sum to for offering a platform to the advertisers.

  7. Earlier this was a manual task. With the inception of programmatic system, software has replaced manual effort. Some think this is a welcome change due to its accuracy, while others have a negative viewpoint as well.

Programmatic Advertising 2018

How programmatic will affect television networks?

Programmatic ad buying will pave the path for development of addressable television.All entertainment programs, even new telecast are punctuated with Facebook advertisement breaks.

With the inception of programmatics, ad exchanges will attain information about the target clients by analyzing the data, collected from the set top boxes.

Advertisers will be able to see the data, and take better decision about displaying promotional messages on real-time basis.

With this system in action, advertisers will be able to narrow cast commercials. It offers these advertisers the freedom to send a specific commercial to an identified set top box.

Programmatic will make this seemingly impossible task easy. It will increase the efficiency of commercial PPC Adwords campaigns by several folds.

The practical implementation of this has already started in UK on low scale. Target advertising, through television is only in its infancy. It will have to cross several hurdles to manifest as a productive option.

Programmatic Advertising 2018

Artificial Intelligence and Programmatic are two sides of a coin

Artificial Intelligence has been creating a buzz in the tech market for long. Experts suggest that it will continue to do so in 2019 as well.

Artificial Intelligence plays a key role to offer positive results. It delivers with speed, accuracy, and insight. Scientists are working on the merger of AI and programmatic.

It will make the bidding process more speedy and accurate. AI will be able to increase the sharpness of the software.

The programs will be able to analyze data better, and make informed bids. It will prevent unproductive bids on the part of the advertiser.

Apart from saving money, advertisers will be able to send the message to target clients, who will defiantly purchase the product.

Programmatic Advertising 2018

With Artificial Intelligence, programmatic has entered the advertising industry as well. Advancement makes new chances.

Occupations will change and new aptitudes will become a necessity. Creators will have to deviate from the mundane, and come up with better paths. These ways will maximize their efforts, and offer a wide base of loyal customers.

As innovation develops, machines will supplant or streamline manual labor, giving representatives the chance to venture into more talented or imaginative sectors.

Though it is impossible for any machine to offer human touch, technological advancements can create programs for replicating the same affect.

This is the place advertisers can keep on adding a ton of significant worth and endeavor to convey better items to the correct gatherings of people, while utilizing machines to expand the adequacy of their promotion Adwords campaigns. Thus, it is safe to comment that programmatic language will create a massive stir in the technological arena.

Google Adwords|PPC

How Does Google Ads Removing the Option to Opt Out of Mobile App Targeting Affect You?

Google is known to provide updates that reform the browsing experience for its audience positively. Each update makes the overall browsing experience of the audience slightly more streamlined and effective. However, the same updates are a big headache for the web developers and digital marketers. The same trend carries on with the new update that takes away the control of advertising on mobile apps. Now, developers won’t be able to use controls that allowed them to display the mobile display ads on all different applications. This update is a major problem for the Android digital marketers.

This update will affect the following parameters for digital marketing on application interfaces.

Budget Constraints

Several digital marketers and paid search managers have concluded that the ads on mobile applications generate nearly no interest or revenue for the company. In fact, most organizations lose money by advertising on application interfaces. The audience often gets bogged down with interstitial ads that hamper the overall usability of the application. Therefore, most app developers do not post advertisements in their applications.

The Google Play Store is growing at an exponential phase today and most people will not waste a single second in uninstalling an application filled with ads. The audience knows that it can easily find a different application with a better user interface and no ads for free on the play store. Therefore, most paid search and application managers have decided to block the ads entirely.

The blockage of ads will affect the revenue for app developers by a significant amount. The advertisement is undoubtedly one of the biggest sources of revenue for application developers. Taking that out of the equation, the app developers will face severe budget constraints for the upcoming projects.

Conversion Ratios

The overall conversion ratios through the ads placed on mobile app will suffer too. Most app developers do realize the fact that conversion ratios with the ads on mobile apps are extremely less. They know that application-based ads only hamper the overall usability of the application instead of producing a good conversion ratio.

Until now targeting a specific category of applications for ads was very easy. However, with the latest update, the process of app selection gets very tough. In fact, most digital marketers must invest a considerable amount of time looking at particular applications on which they wish to post the advertisements. This process consumes a lot of time and energy. The return on investment for such process is just not enough. Therefore, most digital marketers will adopt other places to post their ads. This creates a negative feedback loop for the mobile app developers who can neither post their own ads nor invite digital marketers to post theirs.

Mobile App Targeting

The lack of a good conversion ratio is evident from the fact the most digital marketers are now focusing on Social Media Marketing (SMM) techniques instead of Google Ads.

Traffic Quality

The quality of traffic will suffer a lot after the implementation of the latest Google update on the mobile app interface. The digital marketers can no longer use the blanket of the link to automatically exclude the unwanted applications from their lists. In fact, they will have to do so manually.

Experts agree on the fact that mobile app interstitials are a huge waste of money for most ad campaigns. With the new update, the digital marketers won’t be able to block these interstitial ads anymore. This will directly increase a lot of unwanted traffic on their websites. This process is especially helpful when it comes to PPC marketing wherein the marketer is paying a hefty amount for each click that a potential customer makes.

Mobile App Targeting

Google’s Display Network will work in a more streamlined and customer-focused manner. Although it is a boon for the end-user of the application, it is a curse for the digital marketers who have invested a lot of money in highly-specified targeting. Google has also streamlined its device recognition policy to identify only three different types of devices for the advertisers. These include mobile, computer and tablet devices. The new GDN policy will affect all these devices equally.

Bid Management Techniques

With this update, your ads will either be seen on mobile sites as well as mobile applications or none of them. Before the update, it was simple for a digital marketer to switch the settings with the flick of a few buttons. The marketer could easily showcase the ads on the website and leave the mobile app out of the scope. However, with the streamlined ad campaigns, the marketer has no option but to remove the ads completely or show them on both the app as well as the websites.

The biggest problem with this new update is that you cannot participate in bid management practices either. If you do so the overall budget of the project goes out of hand.

What Next? Solutions for Digital Marketers

The digital marketers must adapt to these scenarios as quickly as possible. Without the right coping mechanisms, the marketers will bleed money and lose potential clients quickly. Here are a few ways in which the marketers can adapt to the new Google update.

  • Reinvest in Digital Marketing

Several digital marketers think that investing in mobile ads is equivalent to burning hard-earned money. Combining the limited marketing space with the PPC model of ads will easily burn a hole in the pocket of digital marketers. Therefore, the best idea for marketers is to find new ways to invest their money. Instead of throwing money down the well, it is better to diversify your marketing attempt by investing in social media marketing or search engine marketing.

Some digital marketers also believe that stopping mobile ads completely is a fine way for them to revolt against this update by Google. They feel that if they make enough noise, Google will eventually subside to their demands and bring back the necessary opt-out features.

  • Change Ad Placements

A simple way to ensure that you don’t get a lot of rubbish traffic is to change the ad placements to more strategic locations. On the modern-day touchscreen smartphones, it is easy for a person to click on an ad by mistake. Every click can cost the digital marketer a considerable amount of money. Therefore, placing the ads in strategic locations will help the marketers filter out the audience that really wants to see the ad in the first place. This placement will eliminate the possibility of ghost-clicks by a major factor thereby saving a lot of money in the long run.

  • Reduce Prices for Premium Mobile Applications

Today most mobile app manufacturers have two different versions for their mobile applications. One that is free and full of ads, and the other one that is premium and ad-free. Mobile app developers can reduce the price of their premium applications thereby making enough revenue out of the sales of the application itself. This is a smart way of getting an additional source of income since you can effectively focus on more quantity of users rather than a high price tag.

Simple Technique to Prevent Fraud Clicks

A simple way to prevent fraud clicks is to use a filter in front of the ad for the mobile application. Instead of directly redirecting the audience to your website, you can open a pop-up on the application that asks the users if they really want to go to the website. This is possible only in the scenarios where you have an excellent connection with the app developer and have access to the back-end architecture of the application.

Most companies that are posting ads on their native applications can adopt this method to prevent fraud clicks and save a tonne of money while still running ads.

Mobile App Targeting
The Effect on Google

Not only the digital marketers but Google too will see the effect of this massive policy change soon. With most people planning on dropping the idea of displaying ads on mobile applications, Google will lose a considerable portion of its revenue too. Google believes that offering a better user experience is the key to retaining the customers for a long time. Marketers think that this belief will hurt Google’s revenue by a major factor since it directly coincides with the interests of digital marketers.

Digital marketers across the globe have their fingers crossed in the hope that Google rolls these changes back to their original state since it is highly inconvenient for them. Experts believe that Google has more to lose here than the digital marketers themselves. If Google keeps the same type of attitude with its future updates, people will drop the idea of using Google Display Networks completely in a short period.

Till Google understands the mistake and rolls back the changes, we can only sit back and hope that it will do so. In case, Google does not reconsider its decision, digital marketers always have the option to move to cheaper and more effective means of marketing via Facebook, Pinterest, Instagram, etc.

Google Adwords|PPC

AdWords Mobile PPC Basics & its Best Practices

Using smartphones has actually become a way of life for the modern consumers. There is hardly anyone nowadays who leaves home without their mobile devices and when you delve deeper into the research and surveys of the consumer behavior, it gets even more interesting.

Website Mobile Optimzation

About 94% people search for local information on their mobile phones and 90% of those people act on the search results found. According to Google Think Insights, consumers spend over fifteen hours every week in researching businesses from the smartphones.

AdWords Mobile PPC is your surest ticket to appear in front of those people who are on the go, searching for information, and are actually inclined to make that purchase. Many of the small time businesses shy away from the AdWords mobile campaigns for their complex nature and the requirement of time to be able to manage it all properly.

There have been several recent alterations to Google AdWords which has made it simple for the businesses of all scales to start with a good mobile PPC program.

According to Google, the purpose of brand engagement campaign through Google is building awareness and creating positive relations with a company and the services and products it has.

The customer gets to interact with a brand in multiple ways when it’s put up in AdWords Mobile PPC, for instance, through playing games, watching videos, communicating with others, and so on.

AdWords includes keywords of the particular brand and ensures that any customer looking for your services gets to see your site over the organic listings. Wondering how to get started on using AdWords mobile PPC for your advantage?

Here is a list of the six best practices for Google AdWords to accomplish the benefits mentioned above and more.

  1. Creating a Super Structure

Adwords Campaign Structure

Campaign’s structure is the major factor for all Google AdWords accounts. Beginning with the right campaign structure aids you in getting a good control over the components.

Setting up a Google AdWords account without proper structure is like having a human body with a broken backbone. The best structure of campaign for the brands is to keep it simple. Let’s take a look at the basics of keeping it simple.

  • Do not put the keywords together
  • Let there be a single keyword in each ad-group
  • Run the match types and put them in separate ad-groupings
  • Do not group the offerings of the brand along with the single brand queries. It is best to keep it all under different campaigns.

Brand campaign offering structure basically consists of the brand plus product campaign. The following are the top three pointers you need to keep in mind.

  • Keep every product in separate Ad group
  • Have separate Website Landing Page for each of the Ad groups
  • Let the campaign follow a super structure
  1. Understanding the Ad Copy

If you consider the campaign as the backbone, the face of the campaign has to be the Ad copies. From creating a mobile brand campaign, the advertiser needs to depict the brand name in capitals and bold in that Ad Copy. Google offers this feature to all of the advertisers whereby the brand domain gets automatically added to Ad copy and that happens in clear, capital letters. The two things to keep in mind in this respect:

  • Maintaining high visibility on the brand terms, and
  • Writing the display link in bold capital letters.
  1. Using Mobile PPC Keywords

Looking for keywords for mobile search can get tricky when you consider keeping in mind all those differences between typing for searching and voice searching. However, there are tricks even then to get it all to work for you and here are the three points to understand the basics of using mobile keywords.

Broad Matched Keywords: These keywords actually work well in the mobile campaigns, as the ones that use the mobile searches mostly type on the go which makes them have frequent mistyping on the search queries. Allow the usage of close variants if you are using exact match and phrase.

The Length of Search Query: The average length of search query is same on the desktops and mobile devices and thus, you need not limit yourself to go for short keywords.

Go For Action-Based Keywords: The mobile users look to make their decision as fast as possible and thus, it would help you if you can rely on action-based keywords.

  1. Leveraging Text Ads for Mobile

Text Ads for Mobile

The ones who use mobile searches look to take fast action and not really get into deep research. Given below are the two best ways to put to use when you are writing the text ads.

Tailor The Offers For Mobile Searches: Direct the text ads towards users who will click or call from the phones. The offers that you provide need to have a call to action, directed towards the mobile users. For instance, you can use phrases like “call right now” or “from your phones” in the AdWords listings.

Be Careful About the Phone Numbers: There is no need to include the phone number in the text if you are already putting to use location or call extensions. It will come naturally. Also, phone number cannot get used as the site link or as the headline for a mobile advert.

  1. Using Structured Snippets, Call Outs, and Site Links

Structred Snippet

Avail the advantages provided by Ad extensions when you are building the mobile PPC strategy. To be more specific, the location extensions and call take the advantage of the smartphones by letting the users go for click for calling and thus, easily get the directions.

The Ad extensions let you show added information of the ads of AdWords. It can act as a strong tool for achieving a range of effects, including rising conversion rate, increased CTR, and decreasing the CPA but no additional cost per click. You need to use all of the possible extensions and that includes review, call, message, structured snippets, callouts, and site links, and so on. Through ad extensions, you can:

  • Display the map along with business locations
  • Show the prices, titles, and product images from the Merchant Center account
  • Link additional pages in the site
  • Put in the click for calling contact number
  • Include the seller ratings
  • Link the +1 from going on Google Plus pages to ads

Enabling the Ad extensions will show a high quality ad on the top of the organic search results. According to Google reports, using good Ad extensions can actually increase the click through rate by thirty percent on an average.

In case of mobile searches, Google AdWords depict one or multiple extensions in the ad. At the time, it calculates that the extension or extensions bring an improvement in performance and the instance when the rank is high enough for appearing.

Adding extensions is no guarantee that it will come up in the ad but you can always keep track of the time of appearance of the extensions in the Ad extension space. Google demands a minimum ad ranking (considering the extensions) before showing up the extensions. You might need to raise the bid or the quality of ad or both for making the extensions show.

  1. Knowing the Mobile Landing Pages

Mobile Landing Pages Optimization

The searchers need to get directed towards the landing pages that are mobile optimized or else you will be penalized by Google on the basis of quality score. Take a look at the guidelines to make sure that the mobile searchers get to have the best experience when coming to the website.

Quick Loading: The landing pages need to be made lightweight so that, they load up quickly. It is a general practice in terms of AdWords but it is specifically true for the mobile users who are impatient and may be struck with slower net connections.

Being Concise and Direct- You need to aim to say the most in a few words. There is no point in using a lot of text as it can be difficult to read on the mobile devices.

Using clear and large texts: Keep in mind that the viewer is seeing it on a mobile device and thus, the text needs to large enough to be clicked by the thumb.

Include The Address: It is helpful to put in the address if you are a local business as it helps people to understand the direction. Having said that, it is also important to keep in mind for you that, you must not put in too many fields in the forms.

AdWords mobile PPC is the next big thing in the world of online marketing. Right now, Google is all for mobile searches and mobile adoption. It might feel like too much hassle to create campaigns tailored for smartphones but that is the endgame if you want to win in the world of digital marketing. Take the hassle and do the research because at the end of the day it will reward you with the sales you are looking for.

Google Adwords|PPC

A Complete Guide on Testing Voice Search Through PPC

The market for voice search is getting hotter every single day. Today, we don’t just talk through the mobiles, instead, we can talk ‘to’ them. With the rise in the use of voice assistants like the Google Assistant, Alexa and Siri for the mobile phones, and Cortana for the desktops, we can now have a conversation directly with our devices. We can ask the smartphones to make phone calls, send text messages, set reminders, and do much more. Research suggests that over 20% of the Google searches made through Android phones are now voice searches.

Google Voice Search

This is the perfect time to start leveraging the voice search with PPC since it is not monetized yet. With the voice search rates growing exponentially, we can safely say that it is time for us to latch on to this opportunity.

Benefits of PPC Test for Voice Search

The PPC test for voice searches can help you in the following ways:

  • Easy-to-start: You can start the voice search for PPC and get a detailed reporting for the search results. With this test, you can measure the results across various levels easily.
  • Affordable: You don’t need to invest heavily in the PPC testing for voice search. Instead, you can start with a budget as low as 40$.

Steps to Start the Voice Search Testing through PPC

Step 1: Keyword Research

The first step will lay the foundation of your overall success/failure of the process. This research will help you identify the keywords linked directly to your business, product or service. It is not necessary that people will definitely search for your particular offering via voice search. For example, if you are into the business of selling horses, there will be rare (if any) voice searches pertaining to your business.

You need to think in a different manner while performing keyword research for the voice search. Here, the keywords are more natural language oriented. Therefore, the keywords will have a format that suggests a question instead of a phrase. While doing this research you might want to shift your focus to look for questions that seem obvious. Instead of looking for hard-coded keywords, write questions naturally.

Let’s take a small example here.

You are selling giraffe toys on the internet. Conventionally your keywords will look like:

  • Yellow giraffe toy
  • Plastic giraffe toy
  • Affordable giraffe toy
  • Large giraffe toy

On the other hand, when you are designing the campaign for the voice search your keywords will shift to something like the following:

  • Where can I find the best giraffe toys?
  • Find me the best giraffe toys.
  • I need affordable giraffe toys for my kid.

Keyword Research

This is a very small and basic example. When you are selling a high-level product or service, you need to think in numerous ways by stepping into the shoes of the customers.

You can complete the research by downloading a search term report from your Bing Ads or Google AdWords account. You can also use the Google search console or the Bing webmaster tools in case you do not have a dedicated PPC account yet.

Step 2: Keyword Design

Once you have downloaded the report, you are ready to design your own keywords. For this step, you can use Microsoft Excel. Put all your keywords into the Excel sheet and sort them into different columns that contain the important key elements of the search phrase. You can segregate the entire length of the key phrase into 3 different elements. These include campaign name, ad group and search term. The search term is the most important element of the phrase here.

Keyword Design

Once you have successfully segregated the phrase, you can replace the campaign name and ad group with the customized approach. You can put your own company’s credentials at these places to build a good online reputation.

Step 3: Organize the Keywords

Once you have designed the keywords, it is time to organize them into a theme. Organization at an early stage will help you target the different sectors of the audience base with a different set of keywords each time. Remember, no set recipe works for all audience. You need to identify and target the right audience set from the beginning of the campaign to reap the best results out of the PPC efforts.

Add More Keywords

The list of keywords that you extracted from the Google/Bing is not enough right now. You need to increase your library by using a dedicated keyword research tool. Some of the best tools that can help you look for the most popular and effective keywords include Keyword Explorer and Answer the Public.

The best part about using the dedicated tools is that you get a better insight into the customer’s psyche with the tool. You can segregate your audience effectively even before establishing the first point of contact with them. Is the customer looking for information or truly interested in buying the product? The keyword research using these tools can give you a good insight into questions like this.

Use Intelligent Tools

You can also use research tools like the Bing Ads Intelligence to perform a demographic research for the keywords. This is truly helpful in the case of a demographically challenged business. For example, if you own a restaurant in Chicago, you want the audience in Chicago and not Paris to see the ads. The demographic research will help you build a strong local SEO portfolio for a sustainable growth in a challenging market.

Step 4: Optimization

Optimization is the main key to sustainability in the volatile digital marketing space. During this process, you will perform the competitive analysis to look for the strengths and weaknesses of your competition. After the optimization stage, you can compete head-on with some of the biggest players in the market.

PPC Optimization

The optimization stage requires you to use the voice assistant on your phone. It is a good idea to perform voice searches on all the available voice search engines. Try performing the search on Google Assistant, Alexa as well as Siri. This way, you will get a better idea of the digital landscape. For desktops, you can use Cortana to perform the voice search.

Couple All the Knowledge from Previous Steps

Try all the keywords that you listed in the initial stages one by one and put in a twist of your own natural language. For example, talk to the voice assistant in a question-answer format by asking it a question. You can also ask the voice assistant for a tip based on the keyword.

NAP Credentials

The NAP credentials for your business play a major role in the voice-related searches. Try and keep your company’s name, address and phone number credentials same on all different social media pages and websites. By doing this, you will effectively ensure that the search engine can place its trust in your business.

You can classify the potentially harmful keywords as the negative keywords. Harmful keywords are the ones that have a potential to bring visitors onto your website that have no intent to purchase your service or product. Someone who searches for something like “How are the plastic toy giraffes made?” will most likely not buy your product. Instead, the visitor is just looking for information.

Step 5: Adjust for Dynamicity

Once you have finished the first 4 steps, it is time to get a little creative. Add a small creative twist to all your ads and make them aesthetically appealing so that more and more customers end up purchasing the product. A customer service driven mindset helps in such scenarios. By balancing the informative and promotional parts of the content, you can easily make sure that the people who really wish to purchase the product click on the ad.


With PPC your click to conversion ratio plays a major role in the return on investment. If you have a huge audience base but a smaller customer base, you are constantly losing money. Someone who has a million visitors on the website through the PPC ad might fail miserably compared to the one who has just a thousand visitors. Keep a track of conversion analytics and add more keywords to the negative side of the spectrum to see desirable results.

Revision: Tips for Optimized PPC Tests

Here are a few tips that can help you with voice search via PPC.

  • Have a PPC Account
  • Use Tools
  • Test on Multiple Engines
  • Have Uniform NAP Credentials
  • Add More Keywords
  • Segregate Keywords into Positive and Negative
  • Adjust for Dynamicity
  • Use Creativity (But up to a limit)
  • Have a Good Balance of Promotional and Informative Content
  • Check Reports and Conversion Analytics Often
  • Use Pictorial Representation of Ads
  • Use SEO to Your Advantage
  • Perform A/B Testing

Your PPC campaigns will produce the desired results only when you back them up with a strong sales plan and an appealing landing page result. Make sure that you follow all these tips and steps to optimize your voice search through PPC today!