Category Archives for "Adwords"

Sep 10

Your FaceBook ads aren’t enough

By charles kirkland | Adwords , blog , Contextual Advertising

If you are using FaceBook ads only, you’re missing a large percentage of sales.

Yes, I just said it.

Allocate some of your ad budget to using outside remarketing to catch low-hanging fruit.

It’s Saturday morning so let’s keep the math simple.

If you are spending $1,000 per day to make 9 sales at $100 each, you’re losing money.

Now let’s go from losing money to making a profit in 30 minutes of time.

You need to allocate some of your budget to Google remarketing with text and display ads to target people who went to your shopping cart but didn’t checkout.

Since the typical shopping cart abandonment rate for online retailers varies between 60% and 80%, with an average of 67.91% it wouldn’t take long for you to see a positive ROI.

So on average 7 people out of 10 people never checkout. They leave with stuff still in their cart.

Here are some ideas to get people to come back and finish their purchase.

Offer free shipping.
Give a 5% discount.
Remind them they didn’t checkout.
Tell them you can only hold items in the cart for 24 hours.
Offer a bonus.

That is the 2nd best low-hanging fruit you will ever have.

If that’s the 2nd best, what is the best?

I’m glad you asked.

If you want to harvest the lowest hanging fruit, remarket to buyers who didn’t upgrade in the funnel and to past buyers.

This can be done with Google, Twitter, Pinterest, Bing and FaceBook.

Can you see the impact you can make to the bottom line?

Take some of your marketing budget and spend it on people who didn’t complete the checkout.

These evergreen campaigns take less then 30 minutes to set up in Google, and it’s done.

Plus, you can take it a step further with an abandoned cart email sequence depending on the email system you are using.

Or create an email sequence for people who tried to checkout but had a declined credit card.

But let’s save that for another day.

Now take some time this weekend and create an evergreen cart abandonment campaign, and let me know the results.

If you need help with setting up an evergreen cart abandonment campaign, let me know.

May 05

Adstage the All-in-One Advertising Platform

By charles kirkland | Adwords , Agency , blog

adstage

 

Grow your B2B Lead Generation

Charles Kirkland: Welcome back for another exciting episode of the Media Buyer Podcast.

Michael: Charles, thanks so much for having me.

Charles: Dude! Thank you! I’ve been a huge fan of Adstage. You guys rock! You produce some of the most innovative and cutting edge content in the media buying space every week. Thank you for that.

Tell us about what Adstage is and how can it benefit us?

Michael: Well, Adstage is a cross network ad platform and if you talk- essentially, what advertising today, they’re advertising on multiple networks – so, Google, Bing, Facebook, LinkedIn, Twitter. And essentially, Adstage allows you to bring all those sources in under one roof where you can make optimization either in one network or across all.

So, it brings all that data together. We’re a little bit different than some of the other solutions out there. So, I think that a new age of technology or state, has more of a premium model where you get to get in there without going through a sales rep, or without doing a contract, see if it works for you, and then having a very easy kind of pricing system, opposed to previous engagements of enterprise level technology where you go through a sales rep. They hand you a contract and you really didn’t get to see if that solution was right for you. So, that’s where we kind of sit in the market.

Charles: Dude! I absolutely love that. I’ve used Adstage before. It truly is enterprise level. If you’re saying hey, what’s PPC? It’s not right for you. It’s not right if you’re at that level.

Michael: Facebook, LinkedIn and Twitter.

Charles: Absolutely. Being able to see all that data – from one interface, you can manage multiple things. That’s a big deal, because most of the time, we’re logging in. We’re like, we’re going- we log into Facebook with Ad Espresso. Then, we go to Facebook and then hey, well, you know- go out of Facebook. We’re in Google. We’re looking at just Google’s reports, and then we go to Twitter. We’re looking at multiple dashboards, constantly, not really having a good feel of how all of it fits together.

Plus, another issue. When you’re using multiple traffic sources, how does one traffic source effect another? Unless you’ve got something like the Adstage, you know, you’ve got that. You can look at it and go, hey, we’re getting a lift out of “X” from “Y,” which makes a big difference. And guys, you’re really set up to do one thing, what, to save time for the advertiser. Correct?

1.-adstage-global-dashboard

Michael: Exactly. As you just spoke about. So, whether it be reporting or whether it be layers of automation – So, a marketer can build any algorithm that they want. And it sounds really daunting.

If my cost for conversion gets $100, pause these underperforming ads for me, Adstage, and do it once a day, and send me a log of what’s happening.

Charles: Dude! That’s huge. Because I’m going to tell you if you look at your PPC spend at any given day, where’s your ad being spent? Guess what? Jane Doe got on at five am. And she was available to eight, where you probably made that initial contact. Then she waited. She got home from like five to nine. She made a purchase. So, between, you know, pretty much the rest of the entire day, you had ad spend and very little ROI, very little lift, if anything, from it.

So, you’re saying you have the ability to go in there to these networks that currently do not have anything advanced like that. You can literally do the day-parting- which guys, if you’re not doing day-parting you’re either advertising oxygen, which I doubt you’re selling that today, or water, or you’re probably losing money. And I want to be more inclined and say you’re losing money. Day-parting is massive.

And you only get that data from getting ads up and going. And the ability to have the day parted in multiple platforms is huge. That is massive. Now, with that said, what is the big thing- What is Adstage- Where are you all going at? I mean are you looking at being the all-in-one platform for everything, or just for the big traffic networks, or how is that working?

Michael: Yeah. I think in your solutions suite, as much as marketers want to have better- I don’t think necessarily they want to have one tool that solves everything. They just want to have good integration and use certain tools for different workflow. And where we find our target market is really late stage B2B companies who are looking to hit the gap, so, they usually have a demand generation team.

Or you have the mid-share agencies, where they can’t afford the really, really expensive solution, and they’ve just completely outgrown them, especially in a reporting end, having multiple accounts. So, where we really excel, and what we’re trying to do on it very easily to a client, or to your team, and then build a layer of automation on that and today, the five networks.

 

google-bing-adstage

Tomorrow, we are looking at, potentially, additional networks such as Pinterest and a few others, but what really we’re excited about is the greater integration of technology. So, bringing in your database, your CRM database, your automation database, and being able to advertise off of that.

Charles: Dude! That’s impressive. I mean when you’re looking at it, most people, I hate to say it – they’re running multiple reports from multiple traffic sources, trying to get something that is intelligent, legible, and, from an attribution standpoint, it can be a monster trying to manage all that- ad spend allocation, and to get a report that says, okay. This is what we’ve got. This is where we’ve gone. This is what we’re going to be doing.

I mean, I think from a forecasting from any advertiser, for any B2B, let’s face it, if you can’t forecast, you’re running in the dark. And I see so many marketers – by the time they can pull reports from all these different platforms – and all of them have a different interface anyway. By the time you get the report pulled, get it to somebody, the ship is already going in the wrong direction.

Literally, you’re changing direction of the ship just a day late every, single day. And what you guys pretty much offer is, one-stop integration, one-stop reporting, one-stop automation, to pretty much, automate the entire process.

Michael: And you hit the nail right on the head. I think when someone, you know, typically, when you’re looking at different data sources- so, when you’re looking at your search and your social, you have to pull back Excel. You have to match those columns. And then once you find actionable insights, you have to go back into your individual network and make those changes.

Where you’re used to, as a TPC marketer, seeing all that data, and then making an in-line change in your dashboard. Unfortunately, when you go cross network- across data networks, you have to report in Excel first, understand what to do next, then go back and retrace your steps, and then make an adjustment.

Charles: Guys, that’s huge. I mean- I’m going to just tell you- I’ve been to the point where literally, I had an accountant at my desk. Her job was to do one thing – give me something that I could understand about every traffic network. And truly, it’s a full-time job. I mean-

Michael: It is

Charles: -in any agency, in any B2B situation, when you’re doing lead gen, you’re tasked with getting results – it may night sound like a lot – well, it’s only a day. It’s only 24-hours. A day is an eternity in the world of paid traffic. I mean, if you’re spending- just imagine taking whatever your daily budget is. Go to where the nearest interstate is. Throw it off there. At least people will stop and you’ll be on the news as a crazy- have your name on the back of your shirt once you do that, by the way. Or you could just get Adstage and just say, you know what, I can pull a report. I can pool that data. It’s all integrated. It’s a time-saver.

Well, dude! Thank you so much. Where can we find out more about Adstage?

Michael: So, you’ll find us at www.Adstage.io. Or you can go to http://www.adstage.io/academy/ if you’re looking for general resources across all the different networks. We have plenty of great content. And really, at the end of the day, we just want to better educate people about each individual network, so you can become a better PPC advertiser. If you do, you know, use the platform, give us lots of great feedback. Literally, areas of product are evolving, specifically from user feedback. Huge for us. So, we’re here to grow the community.

Charles: Dude! I’m excited. Thank you so much. Guys, check out Adstage.io. I’m going to tell you that when you do, I think if you’re using multiple traffic sources, you’re going to be like, hallelujah. When you let your reporting person go, be nice about it.

But anyway, this is Charles, guys. I’ve enjoyed it. Hope you’ve enjoyed it. Share the podcast. Whether you’re looking at this on Facebook or you’re listening to it inside of your mobile device, give us some stars, like, share it.

marketo-header-adstage

Apr 11

Brad Geddes and Charles Kirkland Talk About 3 Ways to Test Pay Per Click Ads

By charles kirkland | Adwords , blog , Podcast , PPC Pay Per Click , Uncategorized

Test Your Pay Per Click Ads

Charles Kirkland: This is Charles, founder of the Media Buyer Association. I’d like to welcome you to the podcast, whether you’re listening to it day, evening, or somewhere in between, you’re going to learn a lot about the world of paid traffic.

Now, today I‘ve got the man that really needs no introduction. If you’ve been into paid traffic, you will know who Brad is. So, Brad Geddes is the godfather of traffic.

So, Brad, how are you doing?

Brad Geddes: Good.  Thanks for having me.

Charles: Dude, I am excited. I am super excited today. Now, this is what happened. Brad’s got a software, and I’m going to screw the name up, because I’m very good at doing that. And we’ll just blame it on the southern accent here. He’s got a software called AdAlysis. I screwed it up probably. Who knows?

But first of all, it’s probably one of the most important pieces of software I think I’ve ever gotten an opportunity to even look at. We’re just getting started with it. But, when I initially saw it, I was thinking, crap this thing is going to be $1,000 a month. I know it’s going to be super expensive. And it wasn’t.

But we’re going to get to that. So, first of all, Brad. Why did you create the software? Tell us about what it does.

Brad Geddes: Sure. So, the software, primarily, is all about ad testing. And we essentially have sort of three ways we test ads. We look at best ads within an ad group, which is single ad group testing. We’ll do pattern matches across ad groups, so you can get insights. That’s all about ad testing too.

Ads are the only part of the account users see. Right? Users don’t care about your targeting message. That’s for you. Users think about your ads. And so, everyone in the industry says, oh ad testing’s important. Ad testing’s important.

And when we looked in reality, how people test ads, it goes like this. They set up, you know, maybe 100 ad groups. It could be 10,000 – number’s irrelevant here. It’s all about scale. And then they make two ads per ad group. And then month one, they go in and they’re like, all right, I’m going to make sure I have statistical significance and look at confidence factors.

And the reality is you maybe have three winners. And you’re a little deflated that you have 100 ad tests and three things to do. And so the next month, you do that again. You have five winners. Great. And so we have two months of data.

And the third month you start eyeballing it and saying well, that looks better than that one. I don’t really need to run test results for this. Let’s just pause this loser. And humans are terrible at figuring out patterns. We love to make patterns. So, we thought, you know what? Computers can do this. Right?

Our mantra is, if a computer can do it as well as a person, a person shouldn’t waste their time. People should be given actual data. So, essentually we did it so people could make real results with their ad tests, but then only give people actions when there’s actually something to do, and not waste our time with meaningless math.

Charles: I’ll tell you that’s exciting, because as you’re describing this, I’m thinking, hey! That’s me. Oh, that is me. Oh, third month, that is definitely me. And it’s across platforms, whether it’s Facebook, whether it’s Adwords, whether it’s Twitter. It’s like, you get to a point where it’s like, ugh! Well, yeah. I’ll take an educated guess. I usually probably turn off my most profitable ad campaigns. But you know, we live and we learn.

So really, at the core of what we’re talking about is users could care less about targeting. Only thing they see is the ad – how your ad compares to somebody else’s ad in the world of Google, you know, really you’re fighting your neighbor. Whoever your neighbor is, whoever one, two and three is – that’s who you’re fighting with.

So, what you’re really saying is, basically the thing that matters the most, you get the biggest lift, because you’re not going to get a massive lift from bidding, from adjusting bids, all that plays into a part. But your biggest gains really come from your ads – your ad copy.

Brad Geddes: Exactly. Right? Some part users see. And I also- so bidding’s important, right? It’s controlling the money. But bidding is a transient gain.

So, when you spend time setting a new bid you’re actions are relevant only until you set a new bid. And that’s where testing ads, testing landing pages, adding new keywords, adding negatives, have long-term impacts, which is why from a high theoretical level I’m a fan of automating bidding even if it’s not perfect in margins because the time you save can be so much better used in making permanent gains of adding new negative keywords, or creating, you know, a new landing page test.

Charles: Yes. Where the real gain comes, I mean, at the end of the day, if you’re doing the exact same thing as your competitors, which is basically drowning and trying to you know, come up with something better period, you really don’t come up with anything better than your competitors. You have to think differently. You have to automate differently. And you have to just plain be a lot smarter.

Now when I came across this, I was quite excited. I was super-excited. And I looked at it and I almost didn’t want to click on the pricing because I mean Brad, it’s like, you look at this, and like man, this thing’s going to be $1,000 a month, or at least $247, or $497. And I was pleasantly surprised.

I was actually somewhat in shock. I had to kind of look like, whoa! Well maybe that’s per day. I was like, surprised. I mean, completely and utterly shocked – in a good way!

Brad Geddes:  So, I mean I’ve been in this industry a long time, and when you start paying eight people a percentage of spend, you suddenly have nothing left. Right? And also, everyone wnts a little piece here. So, we actually really, really thought our pricing was okay. We’ve got API costs. We have database storage costs. We have processing costs. But our heart- our costs are only related to how many ads you have in our system.

So, we said, you know what? If you’ve got 10 million ads, that is a different price than 20 ads. Right? And so we essentially took a different view of that. So, if you’ve got them, we have people paying us quite a bit of money a month because they’ve got 20 million, 30 million ads in our accounts. If you’ve got 100 ads, it’s a really low price point. I want to make it accessible to everyone, not price out people.

Charles: Oh absolutely! And I was shocked when I saw this because every other platform I think I’ve ever looked at was like, we want a base and we want a percentage of your spend. And you start looking at it like, well, we’re using something here to manage ads across platform. We’re using something here to do relevant testing or bidding.

And next thing you know, all of a sudden you end up with basically, a boat-load of people, like you said, and this is, I think, a scary example, but it’s relatively true. We make a boat-load of money usually on a handful of ads. We do. The ROI’s just insane. But as we begin to scale these things up, literally our profit margin starts drying up, drying up and then sometimes we’re literally, quite often we’re going negative just for customer acquisition.

And it’s one thing to go negative for customer acquisition. It’s another thing to tack another seven, or eight, or even five percent onto that. I mean, that really makes it where I’m working to pay somebody else at that point.

Brad Geddes: And a lot of our customers are already using Marin or Kenshoo, or DoubleClick, you know, name whoever your bid system is, alright? So they can’t absorb that price very well, or if they’re an agency, they can’t sell that at some price point.

So, it’s- I think we’re going to see the rise, and you probably see this a lot. We’re going to see the rise in, I think, the next two to three years of complimentary just get stuff done platform systems where you know, it’s- Marin or Kenshoo, I mean, they’re good systems. They don’t automate ad testing.

And if you’re using Google CPA Bid System where you run the rules, you don’t need a third party platform outside of maybe a client reporting or something, or you don’t need them for bidding. So, I think you’re going to see some software rise up that are handling everything but the bidding aspects.

Charles: Oh, I totally agree with you and I really think CPA period has changed the game. When you look at it from the standpoint of okay, do I want to sit here and try to figure this out and micromanage it, or do I just want to say get me users at an acquired user base of x, y, or z? I think that really is a huge game-changer.

Brad Geddes: Yeah. I agree. For lead-gen, that’s great. Or even Google’s rudimentary bid rules for eCommerce – they’re not perfect. Right? But you’ve got to ask yourself. Okay. What’s better – me to hand five percent of spend to a third party, or me to use these really basic tools that are three percent off my margins, or are ether six percent off? Right? And that kind of tells you which one you probably want to use. But they’re good enough for, not everybody, but for most people.

Charles: Oh and I think you just hit on a good point.I mean, and I’m even going to say maybe 95 percent of the people will be fine using those. I think then, you know, you do have that small percentage of people that need everything. And if they could double whatever they have, they would. But that percentage is, I think, so relatively small compared to the overall universe of users. And I think that’s huge.

Just looking at your software, we came into it, we were pretty much using Google ads. We’d unfortunately had some Google problems. Finally, it took a while to get the account cleaned back up and fixed. But once we got it back up and running, I’m a happy, happy camper looking at some tools like this, because I feel like this is something that I need that is probably the best investment I can make when it comes to Google pay per click, hands down. I can’t think of another platform that would give me the bang for the buck that we’ve got here.

Brad Geddes: I’m glad to hear that. That’s the goal, right? So, our goal is always focus users on actions or make bulk actions simple. And so, we’ll roll in more and more features over the next coming years on that. I mean, we just rolled out the quality score tool, which now that you’ve got- because quality score’s all about either fixing your landing page, or organization, or testing ads.

I mean that’s all quality score comes down to is those three things. So we can do things like take a look at what’s your weighted quality score? Is your problem landing lages or ad related? And run it through an algorithm and say here’s the ad group that you need to fix the absolute most. Here’s the second most. And that’s again, let a machine do the math and let the user focus in.

Here’s my top quality score gainer. Here’s my top gain over here – whatever it happens to be. And I think that’s important because there’s too many things to do where you kind of look at your data all day long and are like, well, that was interesting. And if you every say that, you probably just wasted an hour of your life you’ll never get back. Right?.

Charles: I’ve looked at data before and it’s like- I’m embarrassed to even say this. My wife is an accountant. So, literally, I have my wife crunching out these massive spreadsheets. And she’s like, okay. Here’s your problems. And some days I look at them like, I know the problem, but I don’t know how to fix it. I’ve got 10 problems. Which one is giving me the biggest bang for my buck?

And often we look at it. I think most people spend their time tinkering on the macro- even the micro things, things that really almost make very little difference overall when the big problem, like you said, may be quality score. Maybe their landing page completely, utterly sucks. And I think that is a huge problem. What do you think is the biggest problem the average user has when it comes to just using Google in general?

Brad Geddes: So, I mean this is why people like you exist. The biggest problem is not understanding the basics of organization, keyword match types, and ads. I mean in reality, the amount of accounts we still see that are one ad group and 2,000 keywords, and all broad-matched words, and they’re terrible, right? Some people get better. Organization’s the first thing they get a handle on – how to actually do organization decently.

And next, it’s about learning about match types and actually, you’re managing search queries not keywords. Right? They’re just a proxy for search queries. And then you learn about the ads, and next it’s the ad extensions which, with the new desktop layout, are super, super important. And again, most accounts don’t have structure snippits let alone some of the other lesser known extentions.

I think it’s the basics are still the problem of most accounts. I mean again, that’s why you’ve got- you know Google’s got three million advertisers or something. And you know, there’s probably 100,000 good ones. And there’s probably a million being managed by resellers and the other 1.5 million or so, in that middle range, are really where the basics will give them a huge, huge lift. But it requires you know, four to six hours of time to learn the basics well, not the advanced stuff.

Charles: Oh, I think you hit it on the head. I see so many people. They have this concept of, I read a sales letter somewhere and I should immediately be able to put money into Google and it needs to spit my money out immediately in small, unmarked bills. And you realize that so many small businesses, first thing they do is they just open an account, give it a try, and wonder why it doesn’t work.

I’ve got a friend of mine who has a local business. And he goes, could you look at this? And I’m asking him what’s he doing? And he’s like man, we’re just spending a boat-load of money and I don’t know where it’s going. And as I looked at the account – it’s a company that has an extruder that makes screws.

So, just imagine him putting all the keywords that he thought were relevant to his business. Needless to say, I mean they were literally burning money for days. He goes, I don’t know what’s happening. It’s like well, you’ve kind of got this big, giant, broad match for screw extruder that just may not be the right target. I think the reality of it is so many people just jump in and they think it’s going to be easy to make money, which is wrong. At least I think it is.

Brad Geddes: Oh, it is. It’s terribly wrong. All right? I mean, in reality, to get a basic understanding of AdWords, you can do it in four to six hours. To get a great understanding could take months of time and actually just doing the work. But, it takes five minutes to open an account. It takes three hours to build a decent looking account for maybe 1,000 ad groups.

If you’re building an account with thousands of ad groups, we’ve had accounts that have taken us a month just to build. But that’s that layout. It’s just like building a house. Right? Like, what’s the end thing look like? What do we need to start with? When does this kind of wire need to be laid versus the flooring laid versus- you know, you don’t sheetrock something before you have wires in place.

And it’s that same kind of thing. And people just sort of jump to what they see as opposed to having a structure to create a proper account. Because it takes time and effort. It’s not just handed to you.

Charles: Oh my gosh! I think so many people look at like- they expected there would be a software to do it for them. It’s like- I don’t know if you’re familiar with something called Speed PPC, but back in the day, it did a lot of stuff. It’s still a pretty neat little software but at the end of the day, the software can only assist you.

If you don’t know what you’re doing, you’re still going to put 2,000 keywords in a group and just go well, you know, it should work. I’ve got one landing page. All these things are like kind of, sort of, remotely related to my site, and I’ve got the same bid for everything. Google should fix it for me.

And I think that’s the reality is the average user’s coming in just completely blind. They’ve read some B.S. sales letter on, whatever and it doesn’t work that way. It doesn’t even remotely work that way. And with the changes in Google- I absolutely love Google. And it’s hard to think that now we’ve got Google. We’ve got Display. We’ve got YouTube. We’ve got Gmail. We’ve got- I mean, literally, there’s no shortages of opportunities to use Google.

Brad Geddes: So, I think of AdWords as an aggregation of channels because you’ve got remarketing, shopping, search, remarketing for search, display buys, YouTube – and then you cross that with devices and suddenly- and Gmail, I mean you could just keep going there’s so many different ways.

So, I no longer think of AdWords as AdWords. I think it’s an interface to manage multiple channels in one place.

Charles: Yes! Absolutely. And I think it’s really interesting. I know this is slightly off-subject but I love talking to people when we get into attribution, and lift, and we’re doing multi-channel. I think the average consumer cannot really even envision that opportunity that’s even out there. They’re thinking, I did a search on Google. That’s where my ad should be. I think they’ve completely missed the boat. And I think most marketers have, too.

Brad Geddes: Oh, I totally agree. Totally agree. Right? And the problem with attribution is you deal with end data very quickly. So, in some cases, this is where marketing managers and that thought process is so important of, let’s at least design a few different customer journeys, market to the customer journey and see if we can change things.

If we don’t have the data to prove it, let’s at least- I mean, they’re called best practices for a reason. They’re best for most people, not necessarily for everybody but let’s at least start with a best practice, multi-channel type of system and at least lay out our ideal customer journeys – start somewhere. It may be wrong, but at least it’s a starting place.

Charles: Absolutely. Absolutely. Well, I don’t want to keep you online. I asked for 30 minutes. I just want to say thank you for your 30 minutes. Where can we find out more about you and more about your software?

Brad Geddes: Sure. So, you can find AdAlysis.com. And you can contact me there. Or I do hang out at Twitter at BGTheory. And if I’m social, it’s likely to be Twitter over anywhere else. Those are the two best places to usually find me, or any SMX conference pretty much in the world – you can find me at one of the SMX’s as well.

Click here to check out adAlysis and see what it can do for your Adwords and Bing accounts

 

Feb 17

AdWords Editor

By charles kirkland | Adwords , blog

AdWords Editor is a free downloadable application to manage your AdWords campaign. You can make bulk changes by importing all of the account data and then uploading the campaigns back into the account for the changes to take effect. Here you can even work offline and make changes. When you go online you can upload the same. You can download the AdWords Editor for Mac or Windows from here: Google AdWords Editor

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Upon opening the application you will see the above shown interface. To add an account you need to click on Add, as shown in the screenshot above.

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Next a dialogue box will appear where you have to sign in with your AdWords account.

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In the next dialogue box, you can either download all the campaigns or choose which ones to download.

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Upon clicking the Open button you can see all of the campaigns. You can also click on Ad groups on the left hand side and see all of the Ad groups that are on that account. You can even see the keywords and ads by clicking on them on the left sidebar.

Now lets make some sheets from where we can upload the data by copying it into the Editor.

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This is a campaign sheet where you have to include the Campaign name, Budget, Status and Campaign type. Make sure you use the same column names, otherwise Editor won’t pick it up. Copy this to your clipboard.

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Now select Campaigns on the left side bar and then click on Make Multiple Changes.

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As you click on Make Multiple Changes, a new dialogue box will appear wherein you have to put the excel sheet data. I hope you already have copied the campaign sheet. Now click on Paste from Clipboard button and wait for the data to populate. Look over the data, and if everything looks good, then click Process.

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Here in this dialogue box you have to review the data that you have imported. Take a look at the number of campaigns you have made and the number of campaigns that are processed. If they are same, then just hit the Finish and Review changes button.

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On the next screen, you would see the changes that you have made in highlighted in green. Analyze everything and then click on the Keep button that is at the top.

You have now created the campaigns in much less time when compared to making campaigns manually on the AdWords Interface.article_3_10

This is the AdGroup sheet which contains three columns. These are Campaign, Ad Group and Max CPC. If there are 5 Ad Groups in a single campaign then write that campaign 5 times under Campaign and all 5 different Ad Groups against the campaign rows. You can put in the Max CPC as you wish. Copy the sheet.

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Now click on Ad Groups on the left sidebar and then click on Make Multiple changes.

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Do not forget to click on the radio button that says “My data includes columns for campaigns and/or ad groups” on the upper left corner. If you don’t check this radio button, then the process results might be drastic. Paste all of the data by clicking the “Paste from clipboard” button. Finally, click on Process.

article_3_13We have now inserted all of the campaigns and their Ad Groups in Editor. Now we have to add keywords.

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I have taken a new topic for the keyword sheet just to show you that only the keyword sheet can be used to load the campaigns, Ad Groups and Keywords all at one time. You just have to add all the columns that we have discussed above into one sheet, copy it and put it in Editor (discussed in the next step). Do make sure that there are no duplicate columns. You can consider Campaign, Ad Group, Keywords, Match Type, Max CPC, Campaign Status and Columns.

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As you can see in the screenshot above, we have included all of the columns so that we don’t have to create the Ad Group and Campaign sheets. However, it is recommended to make a Campaign sheet as we cannot include the Campaign budget and Campaign type column in this sheet. You can find this sheet here for your reference: https://docs.google.com/spreadsheets/d/1Sgm8np39dCLptf0ObqgGaoHwee7nwEptpxCPKKVTZXs/edit?usp=sharing

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To import this sheet on Editor you have to click on Keywords on the left sidebar and then on the Make Multiple Changes button on the top.

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Do not forget to click on the radio button that says “My data includes columns for campaigns and/or ad groups” on the upper left corner. If you don’t check this radio button, then the process results might be drastic. Then paste all the data by clicking on the paste from clipboard button. Lastly, click on Process.

After reviewing the changes, Keep them if everything is okay or select Revert if something wrong has happened. You will get a warning that the ad groups don’t have any ads in them. Ignore that warning as of now. If there are any errors rectify them.

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NOTE: If you are using just the Keywords sheet to input all of the data, then you have to insert your budget in the selected campaign, which will show a error. Also, after posting all the changes in your account, you need to change the Campaign type of your campaigns to Search Only.

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This is the Ad sheet which includes columns for Campaign, Ad Groups, Headline, DL1, DL2, Destination URL and Display URL. If you want to make two ads in a single Ad Group, you can just make a duplicate row with the Campaign and Ad Group and input a different Headline, DL1 and DL2. You can find the sheet here: https://docs.google.com/spreadsheets/d/1_sVcSev-UPjfTFvtgVV-bvY0qDWdnXun91qNWU4SfZ4/edit?usp=sharing

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To input the ads into Editor you need to click on Ads in the left sidebar and then click on Make multiple changes. The same procedure is followed as discussed in the Adding Keywords section.

After adding all of the data into the AdWords you have to click the Post button, which is situated at the top, to post all the changes into your AdWords account.
NOTE: Whenever you start working on AdWords Editor do keep in mind to click on the Get Recent Changes button.

Adding data through AdWords Editor is pretty easy and it saves a lot of time.

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Feb 16

How To Setup A Google Display Network Campaign

By charles kirkland | Adwords , blog , Tracking

Google Display Network is a network of websites which are associated with Google Adsense where you can show your ads through Google AdWords. Here you can make different kind of ads like text, image, rich-media, interactive, video ads, etc., as compared to just Text ads in the Google Search network.

You can choose on which websites you want to show your ad, or you can tell Google a theme and Google will place your ads on relevant websites for you.

Why you should use Display Network?
There are typically three goals one can consider while opting for the Google Display Network, which are Brand Awareness, Increase Sales and Drive Loyalty.

Goals

There are mainly three types of goals that can be achieved by using GDN namely:

  1. Branding (Brand Awareness)
    The GDN helps you generate awareness by showing your ads to the relevant customers so that they can know about your business and consider your business as an option. The more the people research in your business category, the more important it is for you to stand out from the crowd.
  2. Increase Sales
    The GDN helps you to drive more sales by showing your ads on relevant sites to highly relevant people more often who are
    looking for the relevant piece of information or product.
  3. Remarketing
    Increase customer loyalty by showing ads to only those people who have visited your website but did not take any action.
    This can help to remind them of your business so that they can return and buy the product from your website after clicking the ad.

So now, since you are familiar with the goals that you can achieve with the GDN, now lets dive into more details which are required to setup a GDN Campaign.

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On the next screen, you have to give the campaign a name and select the goal for your GDN Campaign. You can only select one goal for a single campaign.

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After selecting the goal you would see the same campaigns settings which we have already been discussed in the Google Search Network Campaign

NOTE: Google will automatically select the bidding strategy for you which will best suit your goal. You can change it at any time, however.

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On the next screen, enter the AdGroup name and then enter a bid for Viewable CPM (amount which you want to pay to show your ad to 1000 users). Then, enter your landing page address. As soon as you add your landing page URL, Google will analyze it and give ideas for targeting. As you can see in the red rectangle in the screenshot, Google is giving 3 ideas under the Interests and re-marketing targeting (we will discuss different targeting methods later on in detail).

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On the next screen, enter the adgroup name and then enter a bid for Viewable CPM (amount which you want to pay to show your ad to 1000 users). Then, enter your landing page address. As soon as you add your landing page URL, Google will analyze it and give ideas for targeting. As you can see in the red rectangle in the screenshot, Google is giving 3 ideas under the Interests and remarketing targeting (we will discuss different targeting methods later on in detail).

This is what you will see if you choose the demographics radio button under the “Choose how to target your ads”. Here you can choose to whom you want to show your ads to. You can select the gender and the age.

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If you choose the Interests and remarketing, then you will see a screen somewhat like what is displayed in the screenshot. You can add the interests which Google suggests, or can add your own later on.

The steps are the same if you are setting up the campaign for different goals, except for one or two things, which you will know since we have already explained the Search Network in detail.

We will discuss other targeting methods later in detail.

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Feb 12

High Converting Banner Ads Without Photoshop

By charles kirkland | Adwords , Agency

Since I have been talking about using the Google Display Network this week we have been flooded with questions about creating banner ads. First of all, the Google Display Network also serves text ads as well as banner ads.

But how do we create high converting banner ads without Photoshop?

It’s easy as pie. Google has a built in banner generator that will index your pages and pull text and images to create a great banner in multiple sizes. You can go ahead and let your graphics guy know that he might need to look for a new job.

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