Category Archives for "Stream Ads"

Nov 19

YouTube Video Ad Warning

By charles kirkland | Stream Ads

Technology is changing so fast that it's a full time job keeping up with the changes.

As we blend online and offline we are creating a seamless experience that will allow the average Joe to always be connected.


Maybe not.

If you are running YouTube Ads, hold on to your seat.

YouTube is now streaming movies for free like The Terminator and a number of 80’s and 90’s classics. I’m sure you can guess how they will monetize this.

Yes, with your ads.

Did you know that close to 20% of YouTube content is watched on smart TVs?

According to YouTube, TV sets are its fastest growing medium!

Smart TV’s will play an ever increasing role in video ads, and we need to embrace these devices.

My question to you is how does your funnel work on a smart TV?

Charles Kirkland

Jun 20

You Don’t Know What You Don’t Know

By charles kirkland | Stream Ads , Webinar

The digital marketing world is changing so fast that it's hard to keep up. Your inbox is flooded with quick fix “BSOs”, Bright Shiny Objects.

Using these “BSOs” is like trying to keep the Titanic from sinking with duct tape. It might seem like a good solution at first, but in the end it's not going to work.

So how do you stay current and relevant in today's fast paced world?

You could spend 40 hours a week reading every new blog post. But how much of that is fact vs theory?

Do you buy every BSO and somehow find time to test each one? The last survey plugin I bought only took my VA 5 ½ hours to set up. 🙂

Should you give up your evenings and family time so you can watch every pitch webinar because all webinars provide high quality actionable content? HA HA 🙂

Or you could just get on the phone and let me work with you to solve your digital marketing problems.

Because I run a thriving agency myself, I’m knee deep in the nitty gritty details every day. I doubt you have a problem that I haven't already had to work through.

Reply and let me know what your biggest challenge is, and let’s see how I can help.

Talk soon,
Charles Kirkland

P.S. You don't know what you don't know. And that's where I come in. Reply with your biggest challenge, and let's see what can be done.

Feb 18

Search Ads

By charles kirkland | blog , Stream Ads

In this Checklist we will discuss what kinds of ads work in AdWords, what are the restrictions, what are the best practices, etc.

Here are some points you need to keep in mind before creating Search Ads.

1. Visibility


Since your ad is the only thing which your buyers will see, make it stand out and visible. People will click on the ad they fing attractive and visually appealing.

2. Get To Know Your Customers


Do some market research and get to know who your customers are.  What are the thought process of your customer? Stand in their shoes and figure out what they need. Climb into their heads to understand what kind of conversation they are likely to have.

3. Be Relevant


This is the golden rule. If you are not relevant you won’t make it. Your ad costs will be high, your Quality Score and ad positions will be low, and you will not stand out anywhere. That is why we need the most relevant ads to show to our prospects. Since we have already told you how to structure your campaign with tightly themed AdGroups. If you follow that process, making relevant ads are quite easy. Make sure you add keywords in your ad to make it even more relevant.

4. Focus On Your Prospects


Focus on your prospects. Write ads in their local language, don’t use the industry language. You need to talk to them in a way they understand.

5. Use the USP (Unique Selling Proposition) /Benefits in the Ads


You need to tell your prospects why they should they choose you. You need to include the benefits or the unique selling proposition that makes you different from the other advertisers. For example, a USP for a restaurant could say, “24/7 Home Delivery,” or a Repair Shop could use, “Get Your TV Repaired in Just 2 Hours.”

So these were the points that you should always keep in mind while making search ads. The following is the format of Search Ads.


This is what you will see when you create your new ad.

Here is how you make your first ad:

1. Headline


These are some points to take into consideration when choosing the Headline for your search ad:

  • Character limit is 25. Hence do not exceed the character limit or else you won’t be able to save the ad.
  • Make sure the Headline is a catchy one. According to studies, most searchers click on ads by just looking at the Headline.
  • Do not use a full stop or an exclamation mark at the end.
  • Do include Keywords in the Headline.

2. Description Line 1 (DL1)


  • Character limit for DL1 is 35.
  • Include Benefits or USP here.
  • Do add a full stop (.) or an exclamation mark (!) at the end so that when your ad is placed at the top the DL1 is attached with the headline. This feature is called extended headline. Here is what it looks like:


3. Description Line 2 (DL2)


  • The character limit for DL2 is also 35.
  • Do use a Call to Action (CTA) to tell the prospect what to do next. NOTE: You cannot use Click Here as a CTA, it is against Google’s policy.
  • If there is any additional benefit, put it in here. For example: 100% Free Estimates. Call Us Now!

4. Display URL


  • The character limit is 35.
  • You cannot use a different domain other than the landing page domain.
  • You can add keywords after the domain name. For example:

5. Destination URL

  • The Character limit is 1024.
  • The page should not give a 404 error.

6. Follow the Rules

  • No Spelling or Grammar mistakes.
  • No Superlatives (#1, Best) Though you can call yourself best if some third party organization has awarded you a certificate stating that you are the best in this field.
  • Do not write in CAPS.
  • No Excessive use of punctuations.
  • Do not include phone numbers.
  • Do not use click here as a CTA.
  • Do not use any trademark in your ads, though you can use it as a keyword.

For more information on Policies you can visit this link: AdWords Policies

7. Get Ideas From Competitor’s Ads


The above screenshot is taken from, which we have already discussed during the keyword Research checklist. You can use Spyfu to look for your competitor’s ad and get ideas for your own ads. Spyfu is a paid tool, but it lets you see some of the ads for free. Just head over to, type in your keyword and scroll down to the end of the page.


We have already discussed some Ad Extensions but now we will go into deep detail for each. Mainly, there are two types of extensions.

Manual Extensions, which you have to set it up on your own; and Automatic Extensions, which AdWords sets up on its own.

Ad Extensions are free to use and come at no extra cost.

Manual Extensions

There are 6 types of manual extensions:

  1. Sitelinks
  2. Calls
  3. Location
  4. Callout
  5. Apps
  6. Reviews

Picture Credits:

As you can see in the above screenshot, all 6 manual ad extensions are used by the publisher to make their ad look bulkier. Ad Extensions even have a part to play in the calculation of your AdRank, therefore it is always advised to use Ad Extensions for your ads.


You can add Ad Extensions at campaign level by clicking on the Ad Extensions tab and then selecting which ad extension you want to use. Next, click on the +Extension button. We will walk you through the setting up process:

1. Sitelinks Extension


Sitelinks are links to other pages of your website. Most of the time the sitelinks would look similar to the sitelinks in the right screenshot, but if you have a very good Quality Score, your description might come up too.


When you select sitelinks as an extension and when you click on +Extension, a dialogue box appears. Here, you need to click on +Sitelink. At this point, the dialogue box shown below will appear where you need to put in the details.


You have to use other links to your website. In this screenshot, we have used

2. Location Extension


For location Extension you need to put in your physical storefront address through Google My Business. Just sign up at My Business, Locate your Business, connect the account with AdWords and you are done. Below is the screenshot of the same:


3. Call Extension


Call Extensions help your prospects reach out to you by calling you. Your phone number is displayed in the ad itself when you use call extension.


By clicking on +New phone number you’ll see the following dialogue box:


Here you have to input your phone number along with the country. You can even use Google Forwarding phone number in which Google will provide you a number, which the customer can call and will further redirect to you. This service is free of cost and is useful when you want to track the conversions and the number of minutes each call lasted. You can even select the device preference as mobile. In this instance, your phone number will only show when your ad is triggered on a mobile device.

4. Callout Extensions


The callout ad extension lets you include additional text with your search ads. This lets you provide detailed information about your business, including products and services you offer. Callouts appear in ads at the top and bottom of Google Search Results as shown in the screenshot above.


When you click on the +New Callout button, you will see a dialogue box just like:


You can add 4-5 callouts just like this and make your ad stand out from the rest. Callouts can be some extra benefits that you are providing to your customers. Using callout extension is totally free of cost.

The other 2 extensions – Review and App Extensions can be added in a similar fashion.

Automatic Extensions

Here is a table that explains the types of automatic extensions that are available:


Some of the Automatic Ad Extensions are not available globally because of some restrictions. Let’s discuss all of these extensions in the following section:

Consumer ratings

Show off what customers appreciate with high-quality survey data.


Previous visits

Show people if they’ve clicked through to your website from Google Search results before.


Social extensions

Show how many Google+ followers you have.


Dynamic structured snippets

Dynamic structured snippets show additional landing page details automatically with your ad on Google search.


Dynamic Keyword Insertion

We can include the keywords in the ads using the Dynamic Keyword Insertion (DKI). It is a special feature in which Google itself will replace the default text with the keyword which triggered the ad. We will walk you through all of the details about DKI.

For DKI, we input a special string which is {KeyWord: Default Text}. As you can see, if a search query triggers our ad and if that query is a keyword in our list, then the default text is replaced with that keyword, hence making the ad more relevant.

Let’s say you’re advertising a chocolate shop. You could use a keyword insertion code in your ad headline:

Headline: Buy {KeyWord:Chocolate}

AdWords will try to replace this code with one of your keywords in your ad group (“dark chocolate,” “sugar free chocolate,” “gourmet chocolate truffles”), but when it can’t, (if the search query is bigger than than character limit either in Headline or the Description Lines) it’ll use the word “Chocolate.”

Note that the person’s search term isn’t always the same as the keyword.


As you see that the keyword gets replaced with the search query. You can use the DKI in any of the tabs such as: Headline or Description Line 1, Description Line 2 and Display URL.


As you can see in the image, the capitalization depends upon the syntax of the word “Keyword,” therefore you need to take care while working with these.

As you can see in the screenshot, you can automatically choose the Title case, Sentence case and the lower case and give a default text whenever you type in {Keyword:        } syntax. Hence, you need not to worry about the capitalization of K or W in Keyword.

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Feb 17

Google Shopping Campaign

By charles kirkland | blog , Stream Ads


Google shopping previously known as Product Listing Ads helps a merchant to sell his products by showing ads of the product whenever someone searches for the product on Google. Google shows a picture of the product, the price of the product and the store name. People who click on the ads are redirected to the merchant’s website where he/she may buy the product.


The pricing model for Google Shopping is CPC (Cost Per Click). This is where you are only charged when someone clicks on your ad.


For making a Google Shopping campaign, you would need an AdWords account and a Google Merchant Center Account. You can sign up on Google Merchant Center Here:


After clicking on Sign up, you have to fill out the form on the next page. Make sure you fill in everything correctly as you won’t be able to change it later on.


After accepting the terms and conditions, you will be redirected to a page where they will ask you to verify the domain of your website. You have to download the specified file and upload it to the server of your domain. After that, you will have to visit the specified URL, click on verify and it’s done.

If you are unable to do the above mentioned process, then there are several other alternative methods which are mentioned below:


There are 3 alternative methods which you can use to verify the domain:

1. HTML Tag: As mentioned in the screenshot, you have to paste the given code in the head section of the homepage.

2. Google Analytics:

  • Use your Google Analytics account.
    You must be using the asynchronous tracking code.
    Your tracking code should be in the <head> section of your page.
    You must have the “edit” permission for the Analytics web property.

3. Google Tag Manager:

  • Use your Google Tag Manager account
    You must be using the container snippet.
    You must have the “manage” permission for the Tag Manager container.

After verifying the domain, you have to upload a Data Feed. A data feed is a file which is made up of a list of products which use groupings of attributes that define each one of your products in a unique way. Attributes, such as ‘condition’ and ‘availability’, can have standardized values, or accepted “answers.” In addition, attributes can be open to fill with your own choice of value, such as ‘ID’ or ‘title’. Accurately describing your items using these attributes allows users to search and find your items more easily.

Some eCommerce platforms such as Big Commerce and Shopify automatically create a data feed for you to setup a Shopping Campaign. If your platform doesn’t creates a data feed on its own, then you have to create one. To make a data feed yourself you need to visit this link: Products Feed Specification. After choosing your country, you will see a list of attributes which are to be included in the data feed. There are also some services onlint that would create a data feed for you like, etc.


When you login to your Merchant Center account you will see the screen as shown above. Click on Manage feeds.


Click on +Data Feed and proceed.


Select the Standard radio button and select Products from the drop down menu if you are setting up the feed for the first time. Make sure you select the right country.


Now you have to upload the feeds to the merchant center. As you can see, there are three methods to do the same. The first and last method includes manual uploading of feeds, whereas the second option supports an automatic upload. Here, your site platform generates a unique link from where Google fetches the data feed after a fixed interval of time.

Just select your method and click save on the last step.

The next step is to link the merchant center account with the adwords account. For this, login to your merchant center account.


Click on Settings in the left sidebar and proceed.


Under Settings, click on AdWords. If the email of both the adwords and the merchant center account is same, then you simply click on the link button and you are done.

If the email IDs are different, then you can click on Link Account and enter your adwords customer ID, which you can find in the upper right hand corner.


After linking the account, you have to click on Create Shopping Campaign to proceed.


Give a name to the shopping campaign and select a value for the max bid and daily budget.


You can even create a new campaign through adwords by selecting Shopping under the +Campaign drop menu as shown in the screenshot above.

Making a campaign this way will make all of the products eligible for advertisement. If you want to choose specific campaigns, you can make a different product group to target them.

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