5 AdWords features beautiful, almost hidden from the public for tons of data , knows that good find and exploit mining
Do you know the 'leverage effect' of AdWords?
According to this effect, the improvement of x% in each phase AdWords improves on the end result is an x% but a multiplier x.
With numbers means better: if we improve by 10% each AdWords phase, ie
1. 10% more impressions
2. over 10% CTR
3. A 10% Conversion Rate
El resultado final no es un 10% más de conversiones sino…. un 33% más !!!
Gráficamente, es el punto señalado con una flecha:
La línea azul es la mejora en cada fase (la “x” de antes). La línea roja el resultado final.
As we see, this effect increases incremental strides, with 20% improvement in each stage is equivalent to a 73% increase in conversions, 30% 120% leads to a final and so on.
There is no trick. The explanation is that each increase occurs about something that already has increased, is cumulative. Then no longer linear but exponential.
"That is very good, with simulations on a piece of paper I also know to create great things," you may be thinking. How done to achieve these x% increases in each phase?
AdWords 5 gems you may not know
To enhance and expand campaigns AdWords have countless ways. Most have to do with marketing principles of life and common sense.
Others are features inside the Google AdWords, provided free and that we dead laugh sometimes waiting for someone to notice them.
No, I mean the Keyword Tool or the traffic estimator, well known by all and proved useful, but these 5:
1. Display Ad Builder
Ever made a banner campaign? Is not that cost money and time?
few in AdWords that include banners in their campaigns for the content network (for "display" as he likes to call AdWords.)
The reasons are easy to understand: a banner 728x90 classic easily can charge you € 200 if you also want them in various sizes, the kit can get you a minimum of 500 € and a half weeks of work. If you also want to test two creative ideas ...
Google is fully aware of the existence of the brake and thus created the small wonder of the display ad builder, which is nothing more than a quick banner generator, decent and best , free.
have dozens of templates to choose from, most with animation. You can even video banners, expandable and other fancy stuff.
In less than an hour, whichever has four notions of PhotoShop can do something like this (here not visible, but is dynamic, moving books and content they appear):
I know. They are brilliant at branding. But the advantages outweigh the disadvantages:
- lets you quickly test whether or not they are banners for you
- lets you try different approaches in the first test (ideas, offers ...) to ensure the shot. If you only try one thing at risk of failure is high.
- If then it is not working, nor is it a drama, you've only spent a few hours
Note: some designers and agencies Web see this as a threat. I see the opposite. Customers who previously did not dare to do banners, with this you can enter the world of display, discover how to make them profitable and eventually, order a bunch of well-designed banners.
2. The real search
If anyone tells you you think that these data are next to your keywords are true.
Therefore can not be further from reality.
One thing is your choice of keywords and over what people actually write in Google. Most cases are different. But Google, in their great wisdom, identified as similar and the home. Although not the same, he activates the announcement and the fact it puts a keyword that seems similar.
You have your views and your clicks. Google phone euros. Everybody's happy.
But at the time of analysis and decision making, you can be making mistakes.
Conversely, if you look at the keywords that actually have created impressions of your ads, you will discover things.
'll see keywords that you thought and you should include in your campaigns. You will see your ads appear at times when they should, so please stop it. See clues to better structure your ad groups and improve the quality of your keywords.
this tool to see the real search is like cleaning your car windshield: it seems incredible how good it looks now!
3. Experiments (ACE)
One of the more interesting tests we do is see what happens when we increase the stakes in AdWords. Costs always go up, but the results do not always go up.
Well, I lie. No one can say "test" to something that is not. What we do is raise the cost limits one day and see what happens after a few days.
This is not a test, as much a test as we are changing two variables: price and time.
That is, if after bets up better data, we can never know if it's due change or that spring had arrived. Therefore, we can not learn lessons and move forward. It is not a test.
All this seems to be just the ACE (AdWords Campaign Experiments). I say "appears" because they are still in beta.
These experiments also allow a 50% of traffic (split) to the control campaign (the original) and 50% of visits to the experiment (which have changed).
They both equally affected by external factors. Now we meet the rule of 'ceteris paribus' and we say it is a full-scale test. The results will be scientific and reliable conclusions.
SEO is free. SEM no. You better know to the millimeter the relationship between costs and outcomes.
4. Contextual targeting tool
One of the toughest decisions is deciding how many groups AdWords ad must have the campaign.
may be why many campaigns mounted without groups, all keywords beast with a single ad, with everything that means quality at rock bottom and ends with Google takes or you do not charge a fortune per click.
Ad groups are like mini-campaigns within the campaign. Each group is directed to a specific customer profile, with their own specific keywords and ads.
In a campaign e-commerce is relatively simple: each product or family deserves an ad group.
But when services do not sell things but the thing is more complex.
For example, ADSL offerings. How many different groups involved? There are those who seek to compare offers, those who want to hire ADSL, those who know the difference between the Internet and a browser, the faithful MoviStar, etc. Each profile should be treated separately.
Well, to help in this arduous task Google us with your suggestions contextual targeting tool. It's as simple as giving a few keywords and you ride by himself ad group including a selection of keywords per group. You can also refine and expand groups as obtained.
The tool is not the panacea, it is true. At the end of the day is a machine. But better to have this aid alone to face the challenge of the blank page, right?
5. Re-marketing
Imagine your universe of potential customers as a pyramid.
search campaigns attacking the peak of the pyramid: those who now will are looking for in Google. Few but high quality.
With content (display), one rung lower on the pyramid, there is less quality but covers a much wider market.
low remarketing With another step, with an even larger potential base that content.
If the first focuses on the keywords and content issues with the re-marketing we can assemble a third type of campaigns focusing on a new variable: the people (which Google calls "public")
But not just any people, that would make campaigns Life: Ads placed in any room with plenty of traffic just because it is abundant. The killing flies with cannon, go.
No. campaign is about making meaningful, relevant, as he likes to Google. It is campaigning for some specific types of people. For example:
- People who have been ready to buy but in the left picture
- People who have been about to sign up but something went wrong
- Customers who bought product A and may be interested the complementary B
- People who have downloaded a document that says something ...
These people have left your site and you may never hear from them again.
Would not it be interesting to reconnect with them?
Well this is what the re-marketing of Google: all those visits to your web site that interest you, the brand and then put them back to your advertising when surfing any other network site of Google (in case you did not know, the largest advertising network in the world).
That is, it does not matter if the content of the page you visit is not relevant to your product. What matters is the person. And people who you want to visit more websites that have nothing to do with you than vice versa.
Note: some may seem outrageous that we pursued over the Internet. But I do not see it. I prefer to post notices of something that may be linked to my tastes and interests than anything indiscriminately. The second thing really is annoying.
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