Do you know what days of the week and times are best to run your Google ad’s?
Why does it matter, you ask?
Well, knowing when to post can guarantee maximum conversion rates, impressions, CPA, or other beneficial metrics.
If you have been using your PPC account for several months, identify what days of the week and ad account’s time zone offer the most profit to your business.
This is called paid ads scheduling/schedule ads or dayparting in Google Ads.
And to help you with this, you should start using the Dimensions tab (one of the best options in Google Ads).
On the other hand, it might be challenging to run your Google Ad’s account for the first time/on viewer’s time zone. You are confronted with an enormous interface of charts, settings, and tables, and figuring out where to start may be challenging to say the least.
Your central focus will be on organizing your ad groups, keywords, and ppc ad campaigns and managing the possibilities of smart ad campaigns, dynamic ad groups, and any other thing that Google provides you when you create an account.
Creating bid adjustments in an area that most people ignore. Moreover, Google does not tell you more about bid adjustments while starting your ad campaigns; however, they are precious when you want to tweak your ad campaign with higher results.
You have a few bid alternatives while you are creating your Google Ad’s campaigns. For example, you may use an automatic bidding strategy to enhance conversions or clicks, or you can set your bids manually.
Google’s automated bidding algorithms enable it to put bids on your behalf depending on what it knows will bring you the desired outcomes.
This removes several of the uncertainty from determining how and when to bid on the keywords. But this also implies you might lose control over how much you are spending on each click.
On the other hand, the manually bidding approach lets you make bids for every keyword, giving you greater flexibility and making account maintenance much more time demanding.
In addition, whatever bidding technique you select, you get the choice of increasing or decreasing your offers when specific conditions are satisfied.
This implies you may invest less on hits you believe are much less critical to the organization and extra on clicks from people you think are more valuable to your business.
As you configure the Google Ad’s bidding, then will find that you can only make a few particular bid modifications. Some are more complex than others, but they are still all Google Ad’s bid modifications.
You will also observe that every bid adjustment category has its set of conditions in which it may be used and its own set of modification options.
Google will inform you of such limits when you configure your bid changes, but you should be conscious of them at all times.
When examining the possible ranges of modifications, keep in mind that a drop of 100% will prohibit your advertising from appearing.
Selecting this option allows you to altogether opt-out of seeing adverts in that set of conditions. With that said, here are the types of bid adjustments:
You may also implement alterations depending on demographic factors such as age, household income, and gender. This is one aspect of Google Ad’s demographic targeting small business owners.
This sort of change is available in the new Google Ad’s experience in ppc campaigns and ad groups.
Bids might be reduced by 90 percent or increased by 900 percent.
Ad scheduling changes allow you to vary the ad bid and regularity based on time of day/viewer’s time zone or days of the week. To use these Google Ad’s bid modifications, you must first create your ad scheduling.
That plan is easy to generate and allows you to change the days of the week quickly, and times your ad will show. Moreover, Ad schedule/Ad scheduling modifications can be used in ppc campaigns.
Device bid changes allow you to change the regularity of your adverts depending on the devices used by the searcher, such as:
This form of modification may be used in ad groups and ppc campaigns. However, always remember that if you adjust both the movement and the ad group, Google will utilize the ad group adjustment.
Moreover, you can reduce the bid minimum to 100%, which will result in advertisements no longer being displayed on that device. Furthermore, you can raise the bid by approximately 900%.
You can change the frequency with which your ad shows depending on the viewer’s location by using location adjustments.
Geographic areas such as countries and cities can be used to define the location. Join this with location extension to provide various bids to clients who are geographically close to your business.
This is an alternative method for adjusting the Google Ad’s bidding. Rather than increasing your general bid, you can modify your bid for call ppc ads campaigns alone.
The bid revisions will affect how frequently consumers see call extensions and call-only ads.
Methods of targeting Bid modifications are a more complex option. This allows you to generate bid changes for targeting strategies such as topics and placements for display network ads.
The remarketing list of your search advertisements is one of the most complex Google Ad’s bid modifications you can use.
To apply this bid adjustment, you must first create a remarketing list, which is simple to accomplish.
You may utilize this advanced bid adjustment if you are running advertisements on YouTube or the Display Network.
It relates to the material chosen by Google to be more in-demand, with more traffic and viewer engagement, as well as more impressions each day.
On the other hand, your ad should be eligible to appear on this content. In that instance, your bid adjustment may raise your bid.
The top content bid adjustments are applied to ad groups. It applies to the Google Display Network of websites and applications, as well as YouTube.
Adjustments cannot be used to lower the bid. However, you can boost it by up to 500%.
Below are the steps that will help you to set your bid modifications:
Choose the campaign/ad campaigns you want to make bid modifications for, then tap the ad scheduling option appearing on the left side. If no bid modifications are configured, it should appear like the image shown below.
After you have decided on your time ranges, hit the “edit ad schedule” option and fill in the blanks.
Remember that Google has recently altered the settings, and you only ever have six-time frames in a single day.
Before you save your new ad schedule, it should appear like the image as shown below. Save the file.
Create your test reporting plan after you have saved this. This test is best measured by looking at the findings week after week and reporting on the desired parameters.
Then, after 1 or 2 months, you can gather the findings and decide whether or not to continue with the time of day bid strategy.
Following are the reasons why any digital marketers uses Google Ad’s bid adjustments:
Bid modifications are also a quick and easy approach to test different campaigns.
You might, for example, see how much one of your existing campaigns might work as “mobile-only” by boosting the bid on smartphones and reducing the bid on other gadgets.
If anything goes well, you may want to explore making it a distinct campaign. On the other hand, delete your bid change to restore normalcy if things do not go as planned.
You may optimize your targeting by modifying who you ad spend most of your ad money on using bid modifications.
For instance, if you understand you are just more inclined to make deals at a specific time of day, you might boost the bid adjustment at that period.
You should be able to use your budget quite effectively if you improve your targeting. As a result, the ROI should be higher.
After you understand Google Ad’s bid modifications better, look at certain Google Ads bidding tactics and recommendations:
When creating your Google Ad’s bidding tactics, make use of real-world data. Taking the attempt to know how you operate across different sectors is part of this.
Keep an eye out for differences in locations, Target audiences/potential customers, online shoppers, location, time, and device. Try not to be hurried when reviewing the facts.
Make sure that you have waited long enough to allow for conversion delays. Alternatively, you may have to wait sometime for plenty of data to give meaningful insights.
As you plan your bid modifications and entire bidding strategy, consider your goals to achieve in mind. Your objectives will decide which ads and campaigns receive higher bids and which receive lower bids.
Allowing Smart Bidding to handle bid modifications for you is the most convenient option. These tactics will alter your bids automatically, depending on several parameters.
For example, target CPA and Target ROAS optimize for location, time, device, and target audience or online shoppers/potential customers for each ad auction.
A bid simulator is available in Google Ads. Take the initiative to use this to assist you in choosing an appropriate beginning place for the bids.
While human bidding has advantages and disadvantages, thus do automated Smart Bidding systems. They are beneficial for individuals who must manage many campaigns. It avoids wasting ad spend time.
The caution here is that you always wait until you have sufficient google ads data before using automated bidding. Therefore, to gather the data you require, experts usually recommend beginning by manual bidding.
You may try moving to automated bidding when you have a good quantity of data and have experienced some early success.
Some experts believe that 30 conversions each month in any ad campaigns is a good starting point. However, when you get to this level, you must seriously consider adopting an automated technique.
By using manual bidding in Google Adwords, you may avoid accidentally coming too near to or exceeding your budget.
Although Google Ads allows you to select your budget, the automatic bidding approach may make bids that are higher or lower than you wish. Manual bidding is the way to go if you want total control.
To understand better when to utilize automated bidding generally, you should also be conversant with specific tactics.
For instance, the Target CPA Smart Bidding technique is excellent for increasing conversions. Nevertheless, to collect adequate data, you need gradually transition to this method over time.
Another example is the improved CPC approach, which is excellent for increasing conversion value and conversions.
In addition, it is one of the most cost-effective solutions since it blends Smart Bidding alongside manual bidding.
Even if you use Smart Bidding to automate the whole process, you need to set up a system to handle your bids.
First, Google Ads recommends generating essential bids that will allow you to accomplish your overall objectives.
After that, use bid modifications to account for campaign performance variances between segments such as device type or location.
Any overlap with bid modifications should also be considered in your plan. Keep in mind how Google Ads handles overlapping bid modifications for the time of day, location, and target audience/online shoppers.
When configuring the Google Ads bidding, be sure to distribute your money among many tactics.
This is a great safety net since it assures that you do not wasting ad spend/waste your overall budget if a bidding strategy or ad campaigns fails to yield results.
There are a few things you can do to increase the efficiency of the bid changes. First, begin by attempting to adhere to campaign-level alterations.
Always make group-level changes if the performance of campaigns varies significantly among them. However, it is highly efficient and creates changes based on more significant amounts of data.
Campaigns, after all, will have more data than commercials since they are more significant groupings.
Another effective method is to test for merging your campaigns. However, remember that you may utilize segments to perfect your bid modifications even if you combine campaigns.
Even though you pick the best bid changes and bidding method, you still need the correct keywords to be successful.
So opt for keywords that have a cheap ad costs per click and a higher conversion data volume. That would be a nice balance for most businesses between garnering enough clicks and staying within their budget.
Search for long-tail keywords having precise matches as well. Again, there is plenty of purpose behind such keywords, and they tend to give a significant profit on ad investment.
However, they are much less competitive since they are more particular.
Remember to explore negative keywords in conjunction with your primary keywords. It allows you to avoid spending money and time attracting queries that are unable to convert.
Keep in mind that the primary objective of your Google Adwords bidding is to acquire clicks that turn into conversions.
Therefore, take the time to adjust your landing page and ad copy to maximize conversion rates. They should accurately express your service or product as well as what distinguishes you.
In the headers, they must also utilize identical terms, ideally the exact phrasing. Again, this will significantly lower your bounce rate.
While being at the top of Google Ads will earn you more hits, it is not always the greatest option for your Ad Costs per click and ad budget.
In several circumstances, the second place will receive nearly as many hits as first. This seems to be the case even though the offer for the top position maybe 2 to 3 times.
Although you may lose some clicks by going for the second slot rather than the first, you will also have a cheaper CPC and will still receive sufficient returns to justify your efforts.
Being ranked second might also improve your conversion rates and bounce rate. But, again, this is caused by human behavior and the idea that people tap on every first link they see without even checking if it is appropriate.
Whether they are peering at the second or third place, they will most likely require a few moments to determine its significance.
Consequently, you will have a higher response rate and ad spend less money on clicks that do not convert.
Google Ads bid adjustments make it simple to tailor your bids to particular visitors depending on characteristics such as demographics, location, device, retargeting, scheduling, and others.
This will allow you to make better use of your budget. Moreover, It also cuts down on time you should ad spend generating distinct ads and building up different budgets.
It becomes a natural component of Google Ads bidding after you get used to putting up bid modifications.
For the best results, incorporate the changes with additional bidding techniques and advice.
If you need help with your dayparting strategy, contact us about hiring our PPC management services for expert management of your Google Ads campaigns.
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When you want to use paid search marketing platforms, Google Ads often leads the list. Because of its versatility, simplicity, and popularity, it’s obvious why it’s a popular choice. But when you drop all of your PPC advertising money into one marketing strategy, you could lose some leads.
That’s why some businesses explore paid advertising marketing outside of Google, with many turning to Linkedin Ads.
Google Ads and Linkedin Ads are highly efficient ways to market your products and services to businesses and consumers. But each marketing channel has its advantages and disadvantages. Whatever you choose, make sure you discuss the matter with your web development company.
Below is a closer look at each option.
We think it’s reasonable to conclude that Google reaches a vast audience worldwide – its ad reach is a stunning 4 billion people. Google search handles about 70% of desktop searches, and many companies report that they get about 90% of their organic traffic from the search engines. Also, up to 95% of the mobile search market comes from Google.
People use Google’s search a lot, and having the ability to target search terms with specific search ads is a massive benefit of Adwords. People tend to search for very specific things in Google, so if you can customize your Google advertising for your targeted audience, you’ll receive plenty of leads.
So, we can assume that most people’s targeted audience uses Google to some degree. That’s a massive advantage for companies when they want to target an audience.
However, businesses that want to narrow down their search may have issues getting their Google ads settings right with both Google Ads. And if you blunder when segmenting your audiences, your digital ad campaign could suffer.
LinkedIn features a narrower audience – 500 million users – namely businesses and business professionals. But this more limited audience makes it the perfect place for effective B2B marketing. LinkedIn lets marketers serve online ads to decision-makers and vital audience members in several ways.
Summary: For B2B firms that want to reach decision-makers, Linkedin is a terrific advertising platforms. If your B2C company intends to increase its reach, Google Ads could be the best fit.
When you target your audience with Google Ads, you have a few options: location, affinity, technology, buyer behavior, demographics, and interactions with your app or website.
No matter how much you know about your buyer, you may struggle to avoid clicks from worthless leads that cost too much.
In some cases on Google, people may not even know what they’re looking for. You can try to advertise to your desired targeted audience on Google Ads, but it can be challenging to get to the precise people who will most likely buy what you sell.
When people sign up for LinkedIn, they usually provide many details, such as their occupation, title/job title, experience, industry, education, interests, and more. All of this information can be leveraged for great advantage when you start your marketing campaigns.
Also, LinkedIn users can join many groups, start conversations, and obtain followers. The data is priceless when you want to target a specific audience and market to them. LinkedIn also has a Matched Audience that helps advertisers match their email marketing lists and website visitors with users on LinkedIn.
Many marketing experts think that LinkedIn Ads offer more value. LinkedIn has refined targeting, and you can make your product known to them so that you can tell them about something they didn’t know existed.
Summary: For B2B and B2C companies looking for a broad audience, Google Ads has enough targeting features. But for B2B firms that want to target specific groups, LinkedIn Ads has about 100 segmentation methods for micro targeting.
When you want lead generation, Google Ads has a broader reach and is the most effective. First, you can bring in a lot of prospects to your site without breaking the bank. The audience you’re after on Google visits the search giant with the idea to find the best product or service. This makes generating leads easier.
Getting leads from LinkedIn can be more challenging. Users of the platform may sign in to read industry news or talk to group members. No matter how perfect your ad is, viewers may not be in the mood to buy anything.
That said, Linkedin has a way to target ad leads through in-site messaging, which can generate plenty of leads.
When it comes down to dollars and cents, LinkedIn Ads usually are more pricey than Google Ads. As in Google, you can select cost-per-click or cost-per-impression.
LinkedIn also features a cost-per-send for InMail advertising. Typically, you’ll pay about $5 for each click, $6 for 1,000 impressions, and .80 for each send.
With Google Ads, the average CPC is $1. But to leverage that low cost, you need to work on your audience segmentation. If you don’t your ROI may be below what you want.
Summary: Advertising budgets for each platform depends on several factors. On average, Google Ads cost less than LinkedIn Ads. If your B2B company has a tight budget, you may want to focus on a limited variety of LinkedIn ads instead of a broad range of Google Ads.
So should you advertise with Google Ads vs LinkedIn Ads? Yes!
What we mean is, it depends. The correct choice depends on your budget, product or service offered, marketing goals, and target audience. You should not assume that when you need a digital marketing campaign, Google Analytics Adwords is the only choice.
It’s critical to evaluate the market, understand who your buyer is, and make a data-driven decision about the best marketing platform to reach your well-defined goals. One type of company might do better with Google Ads, and another may find LinkedIn Ads preferable.
The great news is you don’t need to choose between the two platforms. Many businesses use both, as well as Facebook, Instagram, and others. If you have the budget, it may pay off to diversify your paid search advertising to get the best ROI.
Pay-Per-Click (PPC) Digital marketing is a classic marketing strategy that’s commonly used to supplement organic web traffic, but it’s hardly the most straightforward way to increase your site’s audience. In fact, from a technological perspective, it’s a rather fussy practice. That’s why brands that want to include a PPC marketing strategy in their overall strategic decisions need to work with an experienced agency. Agencies facilitate ad distribution, track clicks, and calculate fees – and the best ones can help their clients thrive. Unfortunately, there are a lot of subpar agencies and bad actors out there, and you need to know how to spot them.
So, how do you know if it’s time to fire your PPC agencies? Keep an eye out for these 9 red flags. They could indicate you’re working with the wrong agency and that it’s time to make a move.
Companies leave their PPC agencies behind for all sorts of reasons, but according to a 2015 report by the Society for Digital Agencies (SoDA), the most common reasons include outgrowing the agency’s capabilities, cost overruns, and dissatisfaction with their strategy. These are all valid reasons, and ultimately many of them can be reduced to an agency’s failure to generate any or enough growth. After all, disliking the agency’s strategy isn’t likely to be much of a problem if that strategy is generating major growth. Similarly, a brand is unlikely to view itself as having outgrown the agency is their accounts continue to grow.
Ultimately, what these different reasons for firing PPC agencies demonstrate is that, any way you slice it, no one wants to work with an agency that isn’t making them money. So, while it might take a little while for your PPC ads to gain traction, if you’re not seeing growth based on the launch of or changes to your PPC campaign, it’s time to move on to a different agency.
While most brands work with a PPC advertising agency to run their campaigns, it’s not only possible but advisable for you to set up your own accounts with the major PPC advertising platforms, which include sites like Google AdWords, Yahoo, and Facebook. Still, if you’re not the most technologically savvy, it can be tempting to let your agency do it for you. Don’t give in to the impulse. Instead, ask them to guide you through it so that you can ensure that you’re the one with owner access rights.
Unless you have the owner access rights to your company’s PPC accounts, you can’t be sure you have unmediated access to your campaign metrics or feel good/ confident that you’ll be able to transfer your accounts to another agency or bring them in-house if needed. In other words, your agency could be misrepresenting best results to you or could refuse to relinquish control if you end your contract. You need to retain those rights and then give your PPC agent the appropriate permissions to manage your campaigns. If they balk at this arrangement, show them the door.
Typically, when you look at your company’s profile on a site like Google AdWords, you’ll see that your PPC agency has set up specific goals to help your business grow. These commonly include such metrics as Cost Per Acquisition, Return On Advertising Spend, and Cost Per Lead, though there are plenty of other valuable metrics that are worth tracking. Such measurements assure you that you’re spending your Digital marketing money in the right place, help you budget for ad spending, and offer insights into what’s working and what isn’t.
Unfortunately, you’ll occasionally encounter PPC advertising agencies that fail to set up these metric reports, and they’re not to be trusted. Even if they claim to be using an in-house system, it’s your right to demand they use the standard reporting system for each PPC platform and to fire them if they refuse to. Dashboard-based metrics exist to provide consistent measurements regarding the success of PPC campaigns ad those are the numbers you want to reference.
In a similar vein, some PPC advertising agencies skip the core metrics noted above in favor of less valuable but more appealing “vanity metrics.” Vanity metrics don’t help your business make money and they offer limited insight into your operations. Examples of vanity metrics include any campaign value based on impressions, engagement metrics that don’t drive conversions, and even many of the behavior-based metrics that used to be considered the gold standard in website evaluation, such as bounce rate or time on site.
Ultimately, vanity metrics don’t serve your company because they can be created artificially. An untrustworthy PPC agency might drive up engagement numbers by sharing a great meme on your brand’s landing pages, which will drive likes and other reactions, but won’t actually funnel clients to your site or create sales. Similarly, you can get a huge number of impressions by getting your PPC new ads onto a very popular site, but if no one is clicking on it, all you’ve got is a tally of how many people visited/ web traffic to someone else’s website.
Having the right metrics is important, but if you’re going to meet your goals then your Good PPC agency needs to be adjusting your account settings regularly to refine your campaigns. At a minimum, that means accessing your account to regularly monitoring and fine-tune the settings at least once a week. Such regular check-ins allow your agency to quickly adjust your social media campaigns based on updates to the search engines algorithm, catch any conversion mistakes that could cost your company money, and even react to competitors campaigns.
Be sure that you not only ask your PPC agency how often they access and update your accounts, but that you’re also checking your accounts regularly for updates. The reality is that, although many companies run PPC campaigns, only 10% of AdWords accounts are updated weekly. If your PPC agency can’t meet that standard, ditch them for one that will stay on top of your campaigns.
Just as your PPC agency needs to be fine tuning your accounts regularly, they should also be reporting back on your campaigns at least monthly. While seeing week-to-week progress would be great, as with many kinds of growth, this can be hard to evaluate. Comprehensive, monthly reports, on the other hand, can help you see what your agency has been doing on your behalf, how your accounts are growing, and allow you to be an active participant in your Digital marketing strategy.
Never settle for a company that doesn’t offer substantive reporting. While great reports may offer added insights from your account manager or more labor intensive explanatory work, the majority of PPC reporting is automated – any company that doesn’t provide it is just lazy.
It’s unrealistic to expect that you’ll speak to the same person every time you contact your PPC agency; that doesn’t even happen at your bank or your doctor’s office. That being said, there should be one person who acts as the lead on your account because that allows them to master your brand’s voice, develop a big picture strategy, and generally build up a knowledge base around your brand’s needs and preferences. They might be busy or out of the office occasionally, but anyone whose experienced both approaches – a core account manager and a rotating cast of agents – can tell you that having a point person makes a difference.
If your PPC agency doesn’t have you working with a single, core agent, you may want to ask a few questions to get a better sense of what’s happening. Do they have an unusual in-house strategy, or are they having trouble with employee retention? Do they think it doesn’t make a difference? You can also request that they place you with a single representative, but if that’s not their standard practice already, you’re probably better off going elsewhere. It just doesn’t bode well.
Google AdWords isn’t a new program and there are plenty of other PPC programs out there, but if an agency is committed to this work, then they should have complete Google’s AdWords certification program. You can check on this by asking them to show you their Premier Partner page – it really is that simple. Not having one isn’t necessarily the worst offense a company can commit, but it’s a good indicator that you can do better and should commit your ads spend elsewhere.
Did you pick your PPC agency based on their portfolio of appealing PPC ads/ads or optimized images? That’s a great starting point – it certainly indicates that they can do high-quality work – but it’s not enough if they’re not actually showing you your brand’s own ads before they launch them. Obvious, right? It should be, but many entrepreneurs have been duped by PPC agencies who tell them that their ad is similar to another ad product, which is called ad copy; the client, not wanting to be pushy, walks away with their own notion of their brand’s ad, and meanwhile the agency may not have done any work at all.
Your PPC agency should be giving you the final say on all your paid ads, so if you’ve supposedly got a campaign running and you haven’t seen your ads, ask to see them right away. Odds are good that if your agency isn’t showing you your PPC ads before launching them that they either don’t exist or they’re extremely low quality for online visibility. Great PPC agencies are proud of their work and they want you to see it. Anything less should raise concerns.
Hiring an agency to manage your PPC campaigns will obviously cost more than just the fees for the campaign itself, but the costs involved in running ads with your agency shouldn’t be confusing. That’s because, ultimately, your money should only be going two different places – to the agency and to the ad platform – and everyone at the company should be clear on the split. So, when we say you should be wary about confusing fees, we’re not talking about total cost (that’s a matter for you and your budget), but rather about how the money is split up. For any payment there should be the fee to the agency and the ads spend and it should always be obvious what the division is there.
As popular as PPC marketing is with businesses today, many of the agencies that execute these campaigns don’t do a very good job. They’re wasting your ad spend and your time, and you deserve better. That’s why you should switch to PPC.co’s PPC Management Service.
At PPC.co, we’re committed to ensuring that your ads are reaching the right audience and we know that most agencies just don’t deliver that. Starting from our understanding that website conversions often top out at 2%, we emphasize PPC marketing that pairs first contacts with retargeting efforts to ensure that your brand remains a top-of-mind solution for past visitors. A non-converting visitor is often just someone who hasn’t seen the right content yet, and we want to help you make those connections.
What else makes our PPC Management program stand out? With dual Google Ads and Google Analytics certifications, we have a deep understanding of the systems & AdWords account that get your ads seen and can use tracking data to its fullest potential of web traffic. In fact, that’s why we start every client engagement with a full PPC audit, because even when we’re not leading the campaigns, our skilled professionals can quickly see what’s working and what’s falling short in your current campaigns. From the start, we put our expertise to work for you.
If your PPC agency has exhibited any of the above warning signs, you can’t afford to wait around for progress. It’s time for the protection of business and moves on – to PPC.co. Contact us today to learn more about our PPC Management Services and say goodbye to wasted ad spend and rock bottom conversions. Once you’ve seen the difference a top PPC agency can make in your campaigns, you’ll never believe you let anyone else handle your PPC needs.
