Tag Archives: ppc management

Google Rolls Out Discovery Ads to All Marketers

Google Rolls Out Discovery Ads to All Marketers

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Did you hear that the new way of advertising is here?- Google Discovery Ads.

If you missed the Ads Innovation Keynote at Google Marketing Live, you missed tons. During this year’s keynote, Google announced several new product features that will allow businesses to be even simpler with their Google Ads. According to a Google Blog post about Discovery ads, “For the first time, you can reach up to 2.9 billion people as they explore their interests and look for inspiration across multiple Google surfaces — all with a single, easy-to-use campaign.” In April, Google made Discovery ads generally available for all advertisers globally. For the first time, you can reach up to 2.9 billion people as they explore their interests across all Google surfaces—all with a single, easy-to-use campaign.

What is Google Discover?

Google discover- the new name for google feed. 

Provide answers to a user even before a question is asked.

Personalized based on a users interests. 

Improving everyday routines with the help of AI

What are Google Discovery Ads?

Discovery ads help you reach people across personalized feeds across the entire Google universe. The purpose of these ads is to show your customers something they want before they even know they want it. So, rather than responding to a pre-existing demand, they generate demand, which is what search ads are typically utilized for anyway.

What do they look like?

Like display ads and every other ad, discovery ads  rely on visual content to draw in viewers.

What are Google Discovery Ads

Discovery Ads: Feature one image

Carousel Ads: Have multiple rotating images

Standard Discovery Ads

A Discovery ad needs to have the following assets:

  • Final URL: After clicking on your ad, this is where the ad directs. To ensure a higher ad quality and conversion rate, set your final URL to a page where someone can learn more about the specific product you are advertising, and they can potentially buy it. 
  • Images: Tap into your creative resources. Don’t play it safe – Stand out with bold colors and visual contrast. Check out these creative suggestions by google to get you started.

Discovery Carousel Ads

The carousel ad format is very similar to the standard Discovery ad format but allows users to scroll through all the images you provide in a carousel format. Advertisers can upload up to 10 images to be used as cards in the carousel, and Google will display them in the order you upload them.

When building Discovery ads campaigns, the Google guide to building Discovery offers these suggestions:

  • Create ads with high-quality images that are inspirational and that relay a story that connects with audiences.
  • Use headlines and descriptions that highlight promotions and offerings. According to Search Engine, Land advertisers can choose up to five headlines and five descriptions, so various combinations can be served. 
  • Deploy targeting strategies that focus on audiences likely to convert using performance in search, video and display as a guide. Include 10 converting search keywords per “custom intent audience.” 
  • Measure the performance of campaigns regularly, but don’t make any ad changes until after 40 conversions.

Also Read: Google Shopping Is Back with Free Product Listing – Good News for Struggling Retailers

How to create Discovery Campaigns in Google Ads?

Creating a Google Discovery campaign is a straightforward process. 

1. Sign in to your Google Ads account.

2. On the page menu on the left, click Campaigns.

3. Click the plus button then select New campaign.

4. Choose a marketing objective of either ‘Sales’, ‘Leads’, ‘Website traffic’, or ‘No goal’.

5. Select the Discovery campaign type.

6. Click Continue.

7. Pick your geographic and language targeting for this campaign.

8. Ad Rotation and Frequency capping are not available for this campaign type.

9. Select your audiences. There are several ways to target your Discovery campaigns to the right audience. You can add the following targeting options: custom intent audiences, remarketing and in-market.

10. Select your bidding strategy and enter your average daily budget. Learn more about Automated bidding

11. Click Save and continue.

12. Click Save.

As of June 2020, Google Discovery Ads are available to all accounts whether you use IOS or Android. Have you tried them yet? Let us know if you are giving them google Discovery Ads a hit or a miss this year. 

Feel free to connect with us and get out more from your Google Ads campaigns!

How To Set Up Teams Offshore to Outsource Digital Marketing

How To Set Up Offshore Teams to Outsource Digital Marketing

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With the creation of the World Wide Web, the history of communication, as we know it, has changed forever. There are at present 4.333 billion active internet users across the globe. Let’s learn how to set up offshore teams to outsource digital marketing.

Marketers have been quick to seize this opportunity. Most have migrated online to deliver engaging and innovative messages and content to consumers. So, before we see how we can set up our offshore teams to outsource digital marketing, let’s see how marketing has evolved in the past decade:

Digital Marketers Most Prioritized Future Initiatives

Source

According to a survey of marketers:

  • 51% of the respondents say that they are prioritizing the use of more data to create customized content that serves the customer journey.
  • More than one-third (37%) of digital marketing executives say that increasing brand awareness and brand health is their top goal for their digital marketing strategy.

Further reports say:

In value terms, about 84.2% of outsourcing deals originated from the United States; followed by the United Kingdom at 5.2%. Also, Spain and Australia are two other key outsourcing markets. 

The various segments of this article are as follows:

a) Present Trends in Marketing

b) Guide to Set-up an Offshore Marketing Team

c) How to Play the Uplers Trump Card

Present Trends in Marketing

This year, some trends you need to know before you set your offshore digital marketing team are:

  • Analytics to predict the likelihood of a new lead making a purchase decision.
  • Smart, automated Ad bidding.
  • A more interactive e-mail experience.
  • Multi-channel social messaging.
  • Integrating voice search capabilities.

Most of the above combine smart new ways of using data with automation and structured interactions.

To take full advantage of these and more emerging opportunities, a professional and experienced digital marketing team is essential. 

The Rise in Offshore Outsourcing Digital Marketing

The Rise in Offshoring Digital Marketing

source

There are many companies that prefer to outsource digital marketing. After all, if you are restricted by expertise, software, and the number of hours you can leverage, digital marketing efforts become sub-optimal.

Moreover:

  • The right digital professionals are always in demand, and they are not easy to find.
  • There is also the issue of resources, both when it comes to regular salaries as well as office space and the latest technology.

Among the advantages of outsourcing are:

  • Access to a specialized team that can often produce deliverables faster than an in-house team.
  • Constructive marketing strategies combined with effective implementation and execution.
  • The benefits of the latest technology and software to promote your marketing message in the most up-to-date manner.

The decision to go in for offshore outsourcing can lead to:

  • Lower overheads with cost-efficiency
  • Increased growth and time to focus on overall company goals.
  • Greater attention to service quality for high-quality and effective work.

A Guide to Understanding and Setting Up A Digital Marketing Team

It’s essential to understand how to organize and manage your outsourced marketing team for the best results. Here, we’ll break down the key elements of doing this.

In essence, the main factors to keep in mind are:

  1. The roles played by the members of a digital marketing team.
  2. The different ways that organizations structure their digital marketing departments.
  3. Some best practices to follow when you plan to outsource digital marketing to an offshore team.

1. Digital Marketing Team Personnel

Consumers interact in different ways with search engines, social media, e-mail, and websites. Thus, the online channels used by digital marketers to reach out to consumers have varying characteristics. 

The ways in which consumers browse the net have also changed. There are a variety of smartphones, TVs, laptops, desktops, and tablets.

digital marketing outsourcing tasks main

Source

This means that there are many specialized roles needed for an effective outsourced marketing team to operate. 

Data analysis, creating and designing messages, placing and tracking them, and examining new ways to reach out, are simply a few of them.

Here are some of the essential roles to keep in mind when outsourcing digital marketing:

Project Manager

  • A project manager is a link between the outsourced marketing team and the organization.
  • He has to understand the requirements from the campaign brief and ensure that the digital team delivers.
  • In most cases, the project manager is a generalist who has the ability to weave together the work of specialists.

Strategist

  • The strategist’s role is to understand consumer behavior.
  • The job includes using data and research to map the buying process, explore new opportunities, and come up with relevant insights.
  • The strategist also checks whether the final campaign has the required relevance in the marketplace for optimum PPC management.

New call-to-action

Content Writer
  • There could be one or multiple content writers in a team based on need.
  • The writer should understand the copy requirements of blogs, websites, e-mails, and social media.
  • They should ideally have some SEO knowledge and be experienced in writing for multiple outlets.
Graphic Designer
  • Graphic designers use typefaces, patterns, photographs, and colours to make your message distinctive.
  • Other visual elements and infographics are also used to condense information and make it easily comprehensible.
SEO Specialist
  • SEO specialists use analytic tools and techniques to figure out what your consumer is searching for online.
  • After this, content can be tailored to show up in search results. They also conduct SEO and keyword audits to optimize results.

Pay-per-click Manager

  • Sometimes, advertisers pay web publishers only when links are clicked upon. That’s where pay-per-click managers come in.
  • Such managers will use tools to monitor, test, and update content and results from SEM services.

Front-end Developer

  • Front-end developers are responsible for transforming data and content into what the consumers actually see on the interface.
  • They build landing pages and design other elements such as pop-ups.
  • The best developers will use the latest software to create immersive and flexible user experiences.

ux ui outsourcing stats for outsourcing tips

Social Media and E-mail Specialists

  • These specialists have a high degree of consumer-centric thinking and experience with automated tools
  • They combine consumer insights with analytics and online technology to reach out to consumers in effective ways.

2. Types of Digital Marketing Team Models

There are various ways of working with an outsourced marketing team. A lot depends on the specific marketing needs, as well as the resources available. The size of the company also plays a role. There is no one-size-fits-all solution. 

Here are three common types to explore.

  • The Freelancer Model – Freelancing is one of the most popular business models for a major chunk of outsourced requirements. The costs are lower, and there is a wide pool of talent to choose from. But one of the biggest drawbacks of freelancing for businesses is the lack of reliability. Security concerns are also an issue.
  •  The Project-based Model – This is also referred to as the Shared Team Model. There are cost and scalability advantages to this approach. However, a lack of dedicated resources can mean a lack of commitment and less control over the project.
  • The Dedicated Team Model – This is seen as the most advantageous model of offshore outsourcing, with a high degree of control. With a project manager who is committed to your needs, it is virtually like having an in-house team. The level of control is high, thereby leading to a long-term understanding and relationship.

table for project-based vs dedicated team model outsourcing

Which model to go for depends entirely on your needs at this point in time. Some points to check are:

  • Is it a one-off project, such as a new website? Or is it a continuing series of tasks?
  • Should your outsourced marketing team be confined to a few streams, or should it have as wide a reach as possible?
  • Are you planning to grow your digital marketing efforts over the years?

The answers to the above questions will help you decide which model is best for you.

3. Best Practices for Working with an Offshore Digital Marketing Agency

When you outsource digital marketing, you could well be working with a team that is not in the same location. What, then, is the best way to set up an offshore outsourcing team? 

In a nutshell, these are the six aspects you ought to keep in mind:

  • Overcome time zone concerns
  • Check expertise and experience
  • Be clear about requirements
  • Use the right communication tools
  • Establish proper feedback systems
  • Lay down progress parameters

Let’s break them down, one by one.

Overcome Time Zone Barriers

Many companies have apprehensions about dealing with people who are in another time zone. However, no matter what the difference in hours, there are ways for you to not only overcome it and also gain from it. 

  • You can set up a system that makes use of overlapping hours. This time can be spent in face-to-face video contacts, phone calls, and other direct communication.
  • Shared calendars, prioritized requirements, and specific tasks can be allocated, which can be worked on without your direct involvement.

7 Proven Ways to Manage Team Performance to manage team performance offshore teams

A good way to look at it is: you can actually take advantage of all the 24 hours in a day, as there will always be an expert working on your marketing task.

Check Expertise and Experience

There are several types of offshore marketing agencies in several countries. Before you sign a contract with one of them, you should make sure that they are capable of delivering the goods. 

Here are some starting points:

  • Ask questions about what software and specialists the agency has access to.
  • What automated tools do they use to manage social media, SEO, online ad auctions, consumer feedback, and more? How do they generate cutting-edge insights?
  • Check their portfolio to see the kind of work they have done in the past. Does this sync with your needs and requirements?
  • If yours is a specialized business, does the agency have experience in handling work in this domain?

The above should give you an excellent idea about whether the agency is right for your needs. 

Be Clear About Requirements

The best offshore digital marketing agencies can work like extensions of your own company. They can be valuable partners in growing your business.

For this to happen, however, there should be clarity at the outset about their roles and responsibilities. 

outsourcing tips for what to outsource and what not to outsource

Source

Depending on your needs, the agency can bring together the right combination of skills, after understanding your necessities. 

Given the many specialists that are needed for properly outsourcing digital marketing, the clearer you are about requirements, the more the agency will be able to provide the right skills to create a team that’s right for you.

Use the Right Communication Tools

As we’ve seen, seamless marketing communication is a key element in working with an outsourced marketing team. Fortunately, there are several tools for this.

  • E-mail is best suited for summing up discussions, minutes, action points, and forthcoming schedules. It keeps communication costs low and allows teams the flexibility to access messages from anywhere in the world.
  • Live chat can often provide instant clarifications. Pain points can be quickly taken care of, with fast problem resolution.
  • Videoconferencing is perfect for group meetings and discussions involving all members. Many videoconferencing applications nowadays have advanced collaboration features that even allow for file-sharing, across multiple platforms.
  • There are also other tools such as Slack, which is an integrated messaging app that connects conversations with tools to streamline and increase productivity.

Many times, the digital marketing agency can itself suggest the best communication processes, based on earlier experience.

Establish Proper Feedback Systems

In order to check progress and carry out course-corrections for a project, if any, a proper feedback system needs to be in place. 

The feedback can be targeted at certain actionable issues. It should be specific, and on time for the team to act on it.

With good feedback, you can:

  • Clarify goals, criteria, and standards.
  • Encourage motivation and self-esteem.
  • Provide relevant information for the way ahead.
Lay Down Progress Parameters

An effective way of managing and staying in control of a large task is to break it down into a series of smaller projects. This, along with periodical reviews, will ensure that it is on track and is successful.

In this way, you can create project milestones as a series of small achievements. The milestones should represent a sequence of events that build up until the current project is complete.

This will help to manage expectations as well as provide enough time for course corrections if any.

4. Digital Marketing Tasks that Need Regular Attention

With the above, you’ll be well on your way to getting the best results from an offshore digital marketing team. Over and above this, there are other functional areas to which you can pay regular attention. 

Some of these are:

  • Cost management, to ensure that the scope of the project is within the parameters that have been initially laid down.
  • Risk management, so that you are able to identify and evaluate any potential risks that may come up. With this, you can minimize as well as monitor and control their impact.
  • Knowledge transfer management, in order to codify and distribute information for future use within the organization.
  • Relationship management, for the collaboration to be continually fruitful and lead to a win-win situation across the board.

By following the above practices, you can get the best from your offshore outsourcing team. After all, the pace of innovation and change is growing daily, and your company should not be the one to be left behind.

With offshore outsourcing, you gain the strategic advantage of having a prepared and specialized team available. New approaches can be profitably explored, and new strategies and technology exploited to successfully reach out to consumers.

How to Play the Uplers Trump Card

At Uplers, we have rich experience in white label digital marketing services. We’ve worked with a variety of companies across domains, with skills across the spectrum.

Such cross-functional and cross-industry experience allows us to create comprehensive strategies based on a variety of businesses and industries.

Some of our specializations include web development, digital marketing, and marketing automation. From front-end development to e-mail marketing to programmatic advertising and much more, we create winning end-to-end campaigns.

If you’d like to know more about how you can use our expertise to your advantage, do get in touch today. We’ll be only too happy to help.

9 Pay-Per-Click Advertising Mistakes To Avoid

9 Pay-Per-Click Advertising Mistakes To Avoid

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PPC advertising is one of the reasons for the growth of many businesses, but it is not that easy to get it right unless you are guided by an expert AdWords management company. It is especially challenging when you are a small or medium-sized business with a tight budget and you want to get high returns from your PPC campaign.

We as an expert PPC agency ourselves, bring you some most common reasons why a business may fail in PPC advertising, so that you can learn how to make yours a success:

1. Using More Than 20 Keywords in Ad Groups

You may have heard that the more keywords you use in your account, the greater chance your ad has of appearing in search results, but this is a myth!! Instead, you should aim for 20-25 keywords in each ad group. If you are going higher than that mark, you may experience these issues:

  • Draining your daily budget
  • Unable to analyze your ads with a small budget
  • Difficulty maintaining a high amount of keywords as well as negative keywords, bidding, optimizing, etc.
  • No room for testing new keywords

Another important aspect of PPC advertising is choosing relevant keywords for specific Ads. For example, if you are running an Ad on “PSD to HTML services,” all the keywords in your Ad should be relevant to the service and link to each other. This is to make sure that you are not draining your budget on clicks due to irrelevant keywords.

2. Inadequate Keyword Research & Wrong Keyword Matches

Let’s not beat around the bush- either you are targeting the wrong set of keywords or you are failing to find the keyword matches that work the best for you.

If you are using a wrong keyword or wrong matches of keywords, you are likely to be wasting your clicks on irrelevant search queries. Or, you might be receiving no clicks at all, thus your campaign is failing.

If you are a small or medium-sized business trying to get the most returns from your PPC advertising campaign on a tight budget, you need to be highly particular about your keyword choices. First, you need to go for keywords that are specific and relevant to your business. After creating the keywords groups for your Ad you need to find the right keyword matches.

If you are working with a tight budget, you can optimize your ads for conversion by going for ‘Exact Match Keywords’. If you want some more clicks you can even practice  A/B testing using Phrase match, Exact match, or Broad Modifiers, etc. The right keyword choices play an influential role in PPC management.

3. Automatic Ad Placement Might Not Be The Rightest Choice

You might be draining your budget by choosing  Automatic Placement setting for your Google Display Ad campaign. One of the most common issues that people fail to notice in PPC advertising campaigns is when mobile-optimized ads are displayed on sites that are not mobile-friendly, and therefore not responsive.

Look at it this way, if you design a display ad and choose to promote it on mobile devices and the web through the Automatic Placement option, you will make your Ad optimized for a mobile platform. However, this may not be the case with your placement websites and the site that Google AdWords chooses to display your Ad on, as it might not be mobile-friendly. Your Ad may be placed in the user’s browsing path and they may start clicking on it unintentionally, which would drain your Ad budget and increase bounce rate.

4. Wrong Sitelinks Reducing The Conversion Rate

An ideal PPC advertising strategy is all about engaging your customers and guiding them to take the right call-to-action. This is where many businesses tend to make a mistake of allowing a leak in the lead capturing path. One of the most common examples of this leak is a wrongly used Sitelink, such as the one shown below:

In this example, the sitelink directs you to the “About Us” section which is not the best page to capture leads as it has no contact form.

In this example, the sitelink is a shortcut to the “Product Page,” which can help you with your lead capturing strategy.

5. High Cost Per Click (CPC) Is Draining Your Budget!

One of the most common mistakes businesses tend to make is that they fail to optimize their ads for low CPC. The CPC for your Ad is decided based on three factors – The Ad Rank, Bid Value, and Ad Relevancy. The higher your Ad quality, the lower your CPC.

Let us help you understand how things work:

SEO is the process whereby Google decides your search rankings based on your keyword relevancy, website optimization, backlinks, etc. However, when it comes to Google AdWords, your Ad position is determined by your Ad Relevancy to the Ad campaign keywords and landing page.

Another factor that decides your ad rank is the bid value you set, which should be based upon the bid strategy of your competitors.

6. Rework Your Ads Until They Work For You!

One of the most common reasons for PPC advertising failure is down to unoptimized Ads. Here are some things you need to check for:

  • Use of focus keywords in headline and description
  • Use of focus keywords in the display URL
  • The ad should have a clear Call to Action (CTA)
  • A proper value proposition or USP
  • Proper format, character limits, etc.

7. Your Landing Page Needs Work!

If you are getting a decent number of genuine clicks but are not able to convert them into leads, your landing page probably isn’t engaging enough.

A well-optimized landing page should have:

  • A Well-Placed Contact Form

Your landing page should provide the user with instant access to the contact form and present a direct call-to-action, so to improve your conversion rate. The contact form should be positioned just below your header section (in the user’s eye-line), or it can be a small form that follows the user down the page when they scroll.

  • An Engaging and Clear Call-To-Action

A landing page should have a very clear call-to-action. For example: Contact Us, Get A Quote, Buy, Download, Connect With Us Today, etc.

  • Important USPs of your business

Incorporating your business’ USPs on your landing page is crucial! USPs like “Free delivery,”; “No additional costs,” “money-back guarantee,” “best market prices” and “Fast 30-minute delivery” will seduce the user to take action.

  • Testimonials/Case Studies for Authority Building

User testimonials and client case studies are great for building trust.

  • Authority Badges

When you work with a reputable organisation you are awarded various badges and certificates that you can display on your landing page. These will prove to users that you are a recognized and trusted service provider.

  • Services that you wish to pitch

Your landing page should have specific “services we offer” or “products we offer” sections that clearly describe your business offerings.

  • Links are a strict NO

An ideal landing page doesn’t have a navigation panel or any other links that could lead the visitor to leave the page.

8. Incorrectly Implemented Google Analytics Tracking Codes

One of the reasons why your Google AdWords campaign is betraying you is due to a leak in your analytics. Google AdWords management is a product of implementation and analysis, and this is where Google Analytics plays an important role.

What you need to ensure is that you have correctly implemented your Google Analytics code in the back end of all the web pages that you wish to track. Without Google Analytics you are unable to track of important analysis parameters such as: Page Views, Source of the visitor, Visitor Journey, Average time on site, Bounce Rate, the keywords through which the visitor has been directed to your site, and more..

So, if you don’t know the source through which users are landing on your site, the keywords that are working for you or the average time a visitor is spending on your site, you will not be able to optimize your Ads. Not knowing these metrics could mean your Google AdWords approach is redundant.

Here is a screenshot of an analysis report using Google Analytics:

9. Your Location Preferences Aren’t Effective

Google AdWords management is about reaching out to your target audience in a well-planned manner, particularly when it comes to the target location. When setting their location preferences, businesses have the tendency to go too narrow with their target location in attempt to save budget, or too broad in pursuit of clicks.

Here are some location preference guidelines for different businesses:

  • For a restaurant business, the preferred location would be a 4 km radius, where it could capture local customers searching for nearby restaurants.
  • For a real estate property sales business, the location preference should be broader than a restaurant business and should capture a region, city, or district.
  • For an eCommerce business, the target location would be larger than the above businesses. You would need to analyze the locations that could offer you the highest conversions and hone in on them. You should know the key areas where your ‘conversion per clicks’ ratio is highest so you can promote your ads in these areas. This will help you achieve greater conversions within a tight budget frame.

PPC advertising can seem complicated and temperamental initially, but the above points will help you scrutinize your campaign and optimize it for optimum returns.

10 Tips On Running A Christmas PPC Campaign

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The jolly festive season of Christmas comes with candy canes, decorations, sparkling lights and of course: gifts. From friends and family, to work colleagues, to the traditional Kris Kringle, gifts are no doubt a huge part of Christmas that adds to the celebrative and joyous ending of the year.

As the serious gift-givers rush into the shops and rummage through shelves, online shopping is becoming increasingly popular as technology is constantly being upgraded. With the increasing rise of online businesses, marketing and selling your products online is becoming a new and innovative strategy in positioning yourself to the Internet surfer’s eyes, and fighting for that first page on Google’s search engine results page. This means that you have some sort of control over who sees your products and pages, how they see it and when they see it. Welcome to the world of Google AdWords, where rankings, positioning, Pay Per Clicks (PPC) and online ads make up the majority of traffic towards your website.

How’s that for a successful marketing campaign? Here’s our compilation of 10 tips you need to discuss with your PPC agency partner to optimize your e-business PPC campaign for the Christmas season.

1. Include Christmas Keywords:

Christmas season is the best time to attract traffic from eager Christmas shoppers. Christmas related keywords will put you on the top rankings of the SERP’s. It will maximally benefit your PPC ads to be ahead of competitors during the seasonal searches. This will surely increase the relevancy of your product or service in the search queries. Your PPC agency partner can help you screen relevant keywords for your business and promote Christmas oriented ads for your business.

christmas-search-keywords

2. Seasonal Landing Page:

What inspires you to have a joyous Christmas spirit at home? Decorations? That’s right. In the same way, a Christmas-decorated page reflecting the festivities will capture the buyer’s attention. A Christmas related landing page with relevant images will heighten the customer’s Christmas spirit, encouraging them to visit your site and purchase your products and will overall influence your conversion rate. Your PPC management agency partner can help you create an engaging Christmas-decorated landing page for your business.

3. Highlight your offers in the Ads:

Use Google callouts to highlight your holiday offers in the ads. It is similar to sitelinks but without the links. Callout extensions are available only for “Search Network Only” and “Search Network with Display Select” PPC campaigns. You can feature up to four callouts in your ad, each limited to 25 characters each, and must have at least two callouts for them to display. This will help you promote specific products or services for the targeted audience.

adwords-callout4. Make Your Shipping A USP:

During the Christmas period, delivery time and shipping costs are crucially important and become the most frequently asked questions on e-business websites. Make this service your USP. Try to give ASAP delivery / next day delivery and free shipping. Mentioning your unique shipping details in your PPC campaign will become more effective when the countdown is becoming increasingly close to Christmas, meaning customers will be more attentive to getting their products successfully delivered before the deadline.

christmas_jumpers__02_Google_Search

5. Have A Countdown:

A countdown will create a sense of urgency with your audience mind. AdWords dynamic scripts are the best way to display a daily countdown. You can also combine this with ‘next day shipping’ in your campaign. This will work from the very beginning of the December. Your PPC agency partner can help you in devising particularly engaging PPC campaigns.

countdownsearch

6. Go Mobile:

I spoke with some clients of mine last week who were interested in targeting users on mobile devices only, through Google AdWords. This allows websites to reach a wide range of customers through mobile-friendly websites. You can target specific operating systems, device models, as well as providers and wireless networks with your “Display Network only” campaigns. Advanced mobile and tablet options aren’t available for other campaign types.

Google Tip: Keep in mind, some “Display Network only” campaigns are already optimized for mobile: mobile app promotion ads will only show on mobile devices. However, you can still set bid adjustments for a tablet, mobile phones, and desktop computers under “Settings” in the “Devices” section.

7. Go Social:

During the Christmas season, buyers are more inclined to use social sites for their communication with their friends and relatives rather than email or Internet surfing. You can use social media as your platform as social media ads are another way to present your services and products to your audience. Social media ads are cost effective so you can plan your budget accordingly. But this ad campaign also requires optimization and analytical skills, so it might be better to consider consulting a professional PPC management company about your budget.

8. Use Carousel Ads:

If you are using Facebook as your platform, then carousel ads are your way to the top. However, these ads are tough to setup as it requires a lot of testing but this will be beneficial by providing multiple products to your audience on one screen at a time. You can always consult a PPC agency for helping you with it.

facebook_opt

9. Automated Ad Rules:

Nobody wants to sit in the office and handle an abundance of campaign management on Christmas day. Automated ad rules help you by doing changes in your account automatically based on the settings and changes you choose. By clicking the Automate button in your account, you’ll choose the settings for your rule, preview it, and then sit back and relax while the system manages your account.

These are the few examples of how Automated Ad Rules can help you:

  • Schedule ads for special promotions or events
  • Pause low-performing ads or keywords
  • Change keyword bids to control your average position
  • Raise keyword bids to ensure that ads show on the first page
  • Send yourself an email if a campaign’s budget is nearly exhausted early in the day

10. Plan Your Budget:

This Christmas, you can plan your budget as pre-Christmas and post-Christmas. You can also differentiate your budget according to different media platforms with the hep of your PPC agency partner. There will be customers who have left things too late, those who are shopping post-Christmas. These are also buyers which you can focus your ads on, as well as allocate an additional budget to target this bunch of audience.

calculator-913162_1280

Online marketing is a different world of competitiveness through fighting for the first spot in Google’s search results. Who would have guessed that so much thought, effort and planning goes into the specific listing of websites you see listed on Google? With these 10 tips, you are now fully geared to tackle on Christmas and set up relevant, attractive and imaginative ads and PPC campaigns to attract Christmas shoppers directly to your website and pages, boosting sales and maximizing traffic and visibility. Know these 10 tips well, because that’s our Christmas gift to you. Wishing you a Merry Christmas, and an extraordinary New Year.