What are Product Listing Ads (PLAs)?

A brief past of Product Listing Ads –

Before Google Shopping Ads and Product Listing Ads were used interchangeably, Product Listing Ads aka PLAs were search ads with richer information. Richer information was in the form of product image, price, and merchant name, no additional ad text or keyword wasn’t required. When a search query was relevant to any of the products in the Merchant Center account, Google automatically listed those products.

Product Listing Ads earlier were charged on a commission-based CPA (Cost-per-acquisition) model, wherein an advertiser pays only when a user makes a purchase triggered by a PLA.

Product Listing Ads

Product Listing Ads example

How was Google Shopping different?

Google Shopping was popularly known as Froogle. It was a product listing and price comparison platform. Merchants had to feed Google a list of their products and Google hosted these products for free. In 2012, Google eliminated this model of the free product listing.

Product Listing Ads aka Google Shopping Ads –

In the recent times, the differences between PLAs and GSAs have blurred to such an extent where not many advertisers consider them different. But are they different? No, they aren’t. Earlier when Google Shopping was a free listing and comparison service, there was a significant difference. Google Shopping website isn’t active all across the globe either. And only a few selected countries have access to Google Shopping website.

Advertisers use Google AdWords to run shopping campaigns. Merchant Center hosts product information in the form of product feed. And Google Shopping Ads (including PLAs) use a CPC (cost-per-click) model to calculate costs.

And to sum up, Google Shopping Ads now include Product Listing Ads. AdWords is where you set bids and organize campaigns. Merchant Center hosts the product inventory and Google imports the inventory in the form a feed.

Please note that we dedicated a blog talking about Google Shopping Ads related topics in detail because Google Shopping is a diverse topic. Do read the blog for a better idea of the same.

An introduction to Google Shopping

What is Google Shopping?

Google Shopping in the early 2000s was popular by the names Google Product Search, Google Products, and Froogle. Froogle was a free product listing and price comparison service where users could discover various products from across the vendors, sort them and make a purchase. A new name was given to Froogle in 2012 and it is now called Google Shopping. It no longer is a free service, advertisers have to pay for their products to be listed down. Google also shows products in the search results.

google shopping

Google shopping ads/ product listing ads with rich images and relevant information for search query “semi-formal blazer”.

How does Google Shopping work?

Google AdWords and Google Merchant Center power Google Shopping. AdWords hosts the bidding and advertising aspects and Merchant Center the inventory of an advertiser’s product feed. Even though Google Shopping ads serve a similar purpose as Google Text ads from AdWords, they have some significant differences. For one thing, unlike text ads, Google solely determines when a shopping ad/product listing ad is to be shown. To determine which all shopping/product listings ads would appear in the search, Google considers the advertiser’s Cost-Per-Click bid, product feed, and user search query.

A new term we come across in shopping ads is product feed. A product feed is a spreadsheet or compilation of data of an advertiser’s products that contains details like product name, image, unique id, description and attributes in a format that is easily readable by Google. Product feed has to regularly updated and fed to Google using Merchant Center. A product feed is very vital for the success of a Google shopping campaign.

And setting up shopping/product listing ads is a little different than text ads, but it is given. Easy step-by-step guide talks in detail on how to set up Google Merchant Center.

Three pillars of Google Shopping –

  1. Feed creation – Product feed is how you tell Google what’s in your bag. A wholesome feed that is up to date helps Google help users find relevant products.
  2. Bidding –  Products are the basis for bidding in shopping ads, and bidding happens at product group level. And, bidding works the same like for text ads, but to plan a bidding strategy for shopping, one needs an in-depth understanding of the structure of Google Shopping as a whole.
  3. Optimization – Enhanced analytics is a key advantage of Google Shopping over its predecessors. Tracking granular data performance is possible now. This data is used for optimizing shopping campaigns.

This is just an introductory article to Shopping by Google. We have spread feed creation, bidding strategies, Single Product Ad Groups and more shopping ads related topics across different blogs to ease the flow of information.

 

How to setup Google Merchant Center?

What is Google Merchant Center?

Google Merchant Center can be considered as a launchpad for Google Shopping Ads or Product Listing Ads. Merchant Center is where an advertiser stores product feed and then Google reads and lists whenever possible. A product feed is information of an advertiser’s products that contains details like product name, image, unique id, description and attributes in a format that is easily readable by Google. Google Merchant Center, besides product feed, also hosts important details pertaining to the taxes and shipping of every individual product. An advertiser has to plugin all these details before the shopping ad services go live.

How to setup Merchant Center?

Setting up a Merchant Center account is easy. Jump to Merchant Center’s home page and click on sign in button with your Gmail account. In case you don’t have a Gmail account, or any other Google account, create one. Once you are done with registering a Merchant Center account, you will be prompted to do the following actions.

  • Add your Business Information

Google Merchant Center set up 01

 

  • Agree to the Terms of Service

Google Merchant Center set up 02

  • Website Verification

Google Merchant Center set up 03

After these 3 simple steps, your Merchant account is ready! The very first task after getting hold of your merchant account is for you to set up shipping and tax details. Find the settings tab on the left side, and from the drop-down menu select tax and shipping.

Google Merchant Center settings-taxGoogle Merchant Center settings-shipping

Now that your virtual store is inaugurated, it is time to add products to the shelf. You have to create your product feed and upload the file for Google to read and get them ready for relevant users. You are either create a feed manually or use Content API for Shopping or export data for your eCommerce platform.

Linking your AdWords account to Merchant account is necessary before you can create campaigns or start bidding. Under the setting tab, you see AdWords listed. You will have to enter your 10 digit AdWords ID to complete the process.

This is how you set up your Merchant account, link it with AdWords and also provide Google all the business and product details. Following this, you can create a Shopping Campaign in AdWords. We will learn about that in the next blog.

For any queries regarding setting up Google Merchant Account, comment below or write to us.

AdWords Call Conversion tracking

AdWords Call conversion Tracking

AdWords Call conversion tracking will help if you are allowing customers to make a business call directly through their smartphones or have mentioned your contact number on your website. If you are not sure if you need to track conversions, check out my previous blog why is it important to track conversions in AdWords. If you wish to learn how to track conversions on your website, visit Website conversion tracking for AdWords.

Call Conversion Setup

You have to follow the below steps to setup call conversions:

  1. On top of your Adwords homepage. Click on ‘Tools’->conversions
    setting up call conversion tracking
  2. Click on ‘+Conversion’ button to create a new conversion tracking

    Creating new call conversion for AdWords
  3. Select ‘phone calls’ of the options displayed
    Selecting conversion tracking for calls
  4. Now select the call tracking applicable in your case. There are 3 different kinds of tracking we can select(as in the image below):
    AdWords for call conversion tracking

    1. Call from ads using call extensions or call-only ads
    2. Call to a phone number on your website
    3. Click on your number on your mobile website
  5. A form will display on the screen. Fill out the details as described below:
    Call conversion tracking form
    1. Name

      Fill the unique name for the conversion tracking as you may want to apply a different type of conversion tracking for a different campaign. This will help you recognize it later when evaluating the performance

    2. Value

      Enter the value you wish to assign to each call or in case you are not sure and just want to count the number of calls, select “Don’t assign a value”

    3. Call Length

      To make sure, the customer call is a valid call and hasn’t called you by mistake, you can assign a value to the call length(in seconds), so it will be counted as a conversion only if the call lasts for at least that duration. It is generally suggested to keep it to 60 seconds. This way, you can filter calls which are short and probably include no valuable action for you

    4. Count

      If a customer calls you multiple times, count helps you define whether you want to count ‘every conversion’ or just ‘once’. Usually, in this case, your industry type defines this number. If you are collecting leads, it is suggested that you count it ‘once’ unless you are into a business like teleshopping where each call could be to place an order.

    5. Conversion Window

      If a customer completes a conversion action with in the conversion window after clicking on an ad, conversion is attributed to Google AdWords. Else the conversion is not attributed to the campaign as the user took too long to complete a conversion and might have been influenced by something else. The conversion window can be anything between 1 to 60 days. Though it is suggested to keep it 30 days.

    6. Category

      Help you define the category which fits your conversion action for better analysis later. You can select any of these: Lead, Sign-up, purchase/sale or others.

    7. Include in conversions

      Includes data from conversion action to the conversions column

       

Applying call conversion

Once the call conversion setup is done. You will get an option to apply the changes to the relevant ads based on the type of tracking requirement. These can be either applying changes to call only ads or call extension. Both have different steps as addressed in the different sections below.

 

Applying call conversion to call-only campaign

 

  1. Firstly, select the call only campaign you wish to apply the call tracking to and click on ‘Ads’
    Applying call conversion to your campaigns
  2. Now Click on individual ads to change the setting.
    Setting call conversion for call only campaign
  3. After clicking below form will open up. Here, select radio button ‘On’ for call reporting. Also, check the checkbox under ‘report conversions’ to “count calls as phone call conversion” and the click on ‘conversion action’
    Setting call conversion for call only campaign
  4. Select the newly created call conversion tracking by name under the drop down menu. Further ‘save ad’ to set up the new conversion tracking
    Setting call conversion for call only campaign

 

Applying call conversion to call extension

  1. First of all, open the campaign you want to apply call conversion to. Click on ‘Ad extensions’.
    AdWords call conversion tracking for call Extension

  2. Open ‘call extension’ type and click on the  pencil next to the number you want to edit
    AdWords call conversion tracking for call Extension
  3. Now select the phone number you want to apply changes to. Click on the pencil next to the number selected.
     AdWords call conversion tracking for call Extension 
  4. A pop-up window will appear as below. Select radio button ‘On’ for call reporting and click on advanced settings.
    AdWords call conversion tracking for call Extension
  5. Under advanced settings, click on ‘conversion action’ under ‘report phone call conversions’
    AdWords call conversion tracking for call Extension
  6. Select the new conversion action by name under the drop down and save changes.
    AdWords call conversion tracking for call Extension

Conclusion:

Using call conversion tracking can help you track all your calls coming from AdWords. This will give you a clear visual of if your calls are converting into leads/customers and allow you to invest more wisely on campaigns that bring a better return on investment(ROI).  

Website Conversion Tracking for AdWords

Website Conversion Tracking for AdWords

Now that your campaigns are ready to work its wonders, website conversion tracking is the last thing to the setup and also one of the most important things as it will help you analyze your campaign performance and optimize later. We recommend to never start your campaigns without setting up website conversion tracking.

Depending on the business type, different conversion types are tracked. Here in this article, we are going to discuss conversion tracking your website. Check our article on how to track call conversions if you are a business primarily getting leads from direct calls

The steps involved in setting up website conversion tracking are as follows:

  • Create website conversion tracking tag
  • Get your conversion tag
  • Implement conversion tag to your website

Creating website conversion tracking tag

To begin creating the conversion tag follow the steps below:

  • On top of your Adwords homepage. Click on ‘Tools’->conversionsWebsite conversion tracking
  • Click on  ‘+Conversions’ button to create a new conversion tracking
    Setting conversion pixel
  • Since we are currently setting conversion tag for website, select ‘Website’ of the options displayed
    Selecting Website conversion tracking
  • Fill the form with the required data and submit.
    Website conversion tracking setup form

    • Name

      Fill the unique name for the conversion tracking as you may want to apply a different type of conversion tracking for a different campaign. This will help you recognize it later when evaluating the performance

    • Value

      There are  3 options in this tab:
      Set value for AdWords website conversion tracking

      • In first radio, you can assign the same value to each conversion. This can help in case you have a fixed price for your product, service, etc
      • In second radio, you can apply dynamic value for each customer. For instance, if you are tracking sale of products with different prices
      • But if  you are not sure and just want to count the conversions, select “Don’t assign a value”. This is usually the best option for advertisers who are collecting leads.
    • Count

      If a customer comes on the landing page or fills the lead form multiple times, count helps you define whether you want to count ‘every conversion’ or just ‘once’. Usually, in this case, your industry type defines this number. If you are collecting leads, it is suggested that you count it ‘once’, since the prospect might have just refreshed the page and in case you are an e-commerce, you might want to keep it as ‘Every conversion’, as the customer might be placing multiple orders (Though you might want to take a call based on your customer behaviour)

    • Conversion Window

      If a customer completes a conversion action with in the conversion window after clicking on an ad, conversion is attributed to Google AdWords. Else the conversion is not attributed to the campaign as the user took too long to complete a conversion and might have been influenced by something else. The values available are 1-60 days.

    • Category

      Help you define the category which fits your conversion action for better analysis later. You can select any of these: Lead, Sign-up, purchase/sale or others.

    • Include in conversions

      Includes data from conversion action to the conversions column on AdWords dashboard

    • Attribution model


      This setting lets you choose how to assign credit for each conversion: to the last click a customer made before a conversion, the first click, or a combination of clicks.
      For Example, there may be multiple touch points before a client converts. Attribution model helps you evaluate and give credit to the different touch points. Google gives you multiple  ways you can give credits:

      • Last click(most popular) – Gives all the credit to the last clicked Ad
      • First Click –  Gives all the credit to first clicked ad
      • Linear – Distributes the credit to all clicks equally
      • Time decay – Gives more credit to clicks that happened closer to the conversion
      • Position based – Gives 40% to both first and last click and remaining 20% is evenly distributed amongst all other clicks in-between
      • Data driven – Distributes credit based on past data for conversion action(This can only happen if you have enough data in account)

Get your Conversion Tag

As soon as you save settings, it takes you to the next page and allows you to review your settings. If you need to make any changes, click on ‘Edit settings’
Setting for AdWords conversion tag

The above set of instructions will generate an HTML code(a.k.a conversion tag) in a gray box. At the bottom of it, there will be two buttons, select one of them:

 

  • Save instructions and tag:

    • In-case you plan to install the conversion tracking tag yourself on the website.
  • Email instructions and tag:

    • If someone else will install the conversion tracking tag on your website.

Tag Code for AdWords Website conversion tracking

Applying conversion tag to your website

Copy the code and add it to the page on your website you want to track (for eg, the “Thank you” or “We will get back to you soon” page that comes after the customer has filled the lead form). Below are the steps you need to follow:

  • Open the HTML page you want to add the conversion tag to. This is called the conversion page.
  • Paste your website conversion tracking tag between the body tags of the page. (<body> Conversion Tag </body>)
  • If you had selected the conversion value to be different every time, You would need to make adjustments to the code to reflect this. The conversion_value parameter has to be updated every time with the correct value.
  • Save changes to your web page and you are done!

Please do not add this tag on every single page like the analytics code as this will result in more than 100% conversion ratio. Only add to the final thank you page or payment success page. Setting up an accurate conversion tag helps you track not only your performance or which keyword resulted in leads but later helps you optimize for improved performance.

Pay-Per-Click Marketing : A Brief History and the advent of AdWords.

What is Pay-Per-Click Marketing?

Pay-Per-Click Marketing or PPC, in short, is an online advertising model which is aimed at driving traffic to websites of businesses. An advertiser pays the host or the publisher when their ad gets a click.

A few well known PPC Advertising service providers are Google AdWords, Microsoft Bing, BuySellAds etc.

A brief history of Internet Marketing and the advent of Pay-per-click Marketing.

The first documented PPC Advertising spaces date back to 1996, Planet Oasis provided these on a desktop application. Then, a Canadian search engine called OpenText Index sold PPC ads for the very first time on their search result pages calling them Preferred Listings. In the same year, Google was started as a research project at the Stanford University. Online advertising went viral since its early conceptualization. By 1997, over 400 brands used the PPC model to reach a better audience. However, the pricings then was a  flat-rate cost per click ranging from $0.005 to $0.25. Due to the high acclaim of this advertising model, by 1998, the number of advertisers grew rapidly. This led to the inauguration of the now-known auction system bidding for keywords and ad ranks by Goto.com. Cost per click reached up to $1 by mid-1998.

The early 2000s –

In 2000, the internet advertising market crashed badly after the dot-com bubble burst. Most of the advertisers peddled back as their businesses went bankrupt. Amidst this crisis, Google launched its own advertising platform called the AdWords. AdWords was initially a CPM (Cost-per-thousand-impressions) model.

Goto.com then changed its name to Overture Services and partnered with other search engines like MSN, Yahoo! and others to host PPC advertisements. By then end of 2001, Overture was making a whopping $288 million in PPC ad revenue whereas Google made $85 million in CPM ad revenue. Google revamped AdWords to a proper PPC advertising platform in 2002.

Google launched AdSense in 2003, and by 2004, Google captured 84.7% of the internet search market share. From then on, there has been no turning back. Google has consistently perfected its PPC platform adapting techniques to rectify click frauds. Google also launched Google Analytics in 2005 to help advertisers track their campaigns better.

Microsoft launched its own advertising platform in 2006, Facebook in 2007 and LinkedIn in 2008. Remarketing tools, bid management software, and mobile advertising solutions took shape during this period. In 2009, Google acquired AdMob, a mobile advertising startup. Twitter launched its advertising platform in 2012.

Google still holds the majority of the market share of online advertising even though competitors are a growing potential threat. With over 3.4 billion active internet users, the scope of online marketing is only expected to expand in the times to come.

How does Pay-per-click Marketing work?

Pay-per-click search advertising is all about keywords. Advertisers bid on keywords of their choice, and when a search query matches their keywords, the keywords goes into an auction. Depending on various factors such as Quality Score, Relevance, Click-through Rate etc, the position of the ad pertaining to the keyword is determined.

What is Google AdWords?

Google AdWords is one of the leading online advertising platform providers following Pay-Per-Click model since 2002. AdWords’s success in the last decade of its existence has made advertisers dependent on their service. Leading AdWords automation software like AdNabu are working hard to optimize and boost the countless advertising campaigns for various advertisers. Keyword selection to Quality Score improvement, all can be done in just a few clicks across the account for effective progress.

Learn more about AdWords, basics, and advanced concepts, pro-tips and growth hack on our blog.

The Future of Pay-per-click Marketing?

2015 and 2016 witnessed a dramatic rise in audience targeting features by PPC service providers, but experts believe that 2017 is going to see advertisers exploit this feature exhaustively. Experts also believe that PPC platforms would have to improve the targeting and tracking features they offer.

Showing your ad to the audience is the second aspect of PPC marketing, but the ad copy optimization itself is still the most important task. Features like Dynamic Keyword Insertion, Ad Customisation etc have been around for a while now, however, they are put to use only by a selected segment of advertisers. This number is expected to grow, but yet not significantly. Semi-personalized ad copies based on user behavior, age, gender and even the devices, are seeing an upward trend.

And?

Facebook and Google will capture over 70% of the new digital marketing spend in the next 3 years.

Google Shopping Ads will grow bigger and would capture more real estate in the search results. Google might add more extensions to Text Ads, thereby giving them an enhanced visibility. The overall campaign budgets and CPC of AdWords will rise in 2017 like ithe year before.

These are a few very interesting predictions of the trends Digital Marketing aka Internet Marketing aka Search Engine Marketing is going to witness in 2017. But how true are these predictions, only time will tell.

 

How to Find Negative Keywords in Google AdWords for your business?

Identifying the right keywords for your business can often be a tiring task, but nonetheless, it pays off in the long run. When your keywords are set right, they can render higher Click-through Rates and possess a better Quality Score. Finding Negative keywords is a harder job to do as it requires plenty of planning and research.

Even though not seen to their true potential, negative keywords similarly, hold such an importance in AdWords campaigns. Negative keywords help an advertiser restrict their ads from showing for searches that are irrelevant to them. What is the worse that could happen if you don’t use negative keywords effectively?

  • If your ads are being displayed for irrelevant searches, your funds can get exhausted without seeing any significant conversion rate. This happens because you could still get clicks, but they aren’t quality clicks. It is very unlikely to get good conversions from these clicks.
  • Another possible situation is that there might be not many clicks at all. Users might just skip your ad as it is not what they are interested in. Your Clickthrough rate can fall down alarmingly and trigger a falling Quality Score. Your Cost-per-click will be soaring high following a dropping CTR and QS.

Having established the importance of negative keywords, let’s move on to the step-by-step process of setting up them for your campaigns.

Find Negative Keywords using Intuition –

Without a doubt, intuition-driven negative keyword selection is the first and foremost step most advertisers follow. However, savvy advertisers who have been in this game for a while now, suggest otherwise. We are not ruling out our intuitions here, but we are trying to explore data-driven techniques that yield better results and that are measurable.

Find Negative Keywords using Search Query Report –

A vital tool at your disposal is your search query report. Go through your search query report and look for any patterns. If a particular set of words or themes that are irrelevant to your product offerings are repeatedly triggering your ads, you might want to consider adding them to your negative keywords list.

E.g :

For instance, if you are selling semi-formal work clothes for women exclusively, you might notice that your keyword semi-formal work clothes under broad match have been triggering ads for men semi-formal work clothes. To avoid such ambiguity, you could set men as a negative broad match.

Likewise, if you notice that your ads are being triggered for a specific color (let’s say pink) that you don’t have in your inventory, you can set that as a negative keyword. You might have to exclude a couple more colors that aren’t relevant to your products.

Note:

What is important to understand here is that when you set a negative keyword under broad match, it not only restricts the search queries that you know from the search query report, it would also eliminate possible longtail combinations based on this root keyword.

Men under a negative broad match would restrict anything related to men. It will also restrict semi-formals for men, male office semi-formals etc.

Pink under a negative broad match would restrict pink, light pink, or such variations along with longtail combinations like pink sleeveless semi-formals, semi-formals for women in pink etc.

Now there might be a situation where users are searching for a pink semi-formal, they visit your page and buy a beige shirt instead of pink. This is a conversion, right? But such clicks have a low conversion rate, let’s say only 1/4th of such clicks convert. In such situations, instead of totally restricting the less relevant search queries, you can bid less for these keywords, say bid only 1/4th of your bids for better-converting keywords.

An interesting trend we have observed is that people often look for free stuff. If you aren’t giving away your products for free, set it as a negative keyword. But shipping might be free, right? So instead of using free as a negative keyword, use others that can fulfill the purpose.

Find Negative Keywords from Open-source Resources –

You can consider borrowing negative keywords from open-source resources available online, but you have to very careful. Not everything that is online is of importance to your business, hence being picky here is not at all bad. Before selecting match types for negative keywords, I suggest, go through a negative keywords blog for a better understanding of the limitations and reach of negative keyword match types.

Find Negative keywords from Google Keyword Tool –

Google’s Keyword Tool can also come in handy. From the list of keyword suggestions, you can get an idea of what possible keywords combinations users can employee to reach your page. If you find any of these suggestions irrelevant to your products, add them to your negative keywords list. You should also use your own keyword list to generate negative keywords. After all, we have invested a lot of time and effort in building up our keywords list.

Find Negative keywords from Competitor Research –

Using your competitor’s brand and product names as negative keywords can be of benefit too. But before you take this decision, closely monitor their performance and if they are low, you can proceed. If a user is looking for a specific brand or a product, they got no business to offer you. They are only eating up your clicks and exploiting your budget.

I understand, this a lot to process and proceed with. Most advertisers don’t do enough research into their negative keywords due to the paucity of time. To address their needs, AdNabu has built a Negative Keyword Tool. Using this tool you can generate a negative keyword list in less than a few minutes. AdNabu’s negative keyword tool maps all your search query reports, historical keyword and negative keyword data, and all possible long tail and short tail keyword combinations to recommend negative keywords that are best suitable for your campaigns. The negative keyword tool recognizes trends and patterns in your search query report, matches them to the conversion rates to identify low performing keywords for you. You can either set them as negative keywords or decreases bid as per your strategy. You can register for a free trial with AdNabu to use this tool along with many other automated features.

These are a few negative keyword selection tips we thought are fruitful. Do let us know if you follow any other approach that we missed out.

What is Conversion Rate in Google AdWords?

Conversion Rate

Conversion Rate

What is Conversion Rate?

Conversion Rate is the percentage of conversions done for the total number of clicks obtained.

For instance, an eCommerce website obtained a total number of 1,000,000 (one million) clicks using AdWords which lead to 20000 (twenty thousand)  sales (conversions) in the month of February. Its rate of conversions is (20000/1000000)*100 = 2% (two percent).

Note:

When single click results in multiple conversions, the multiple conversions aren’t added into a single conversion. Each conversion is counted individually. Based on this rationale, instances where conversion rate higher than 100% can be conceived too.

For instance, an eCommerce company sets adding to cart, filling up delivery address and payment as different conversions. When a buyer fulfills all the three goals, it is counted as three individual conversions, whereas the click that leads the buyer to the product page is just one.
Such situations lead to higher conversion rate than 100%. But this is very unlikely because usually conversions like this are set to track the buyer movement, these are micro-conversions. The only conversion here that actually is counted a conversion is when the buyer made the purchase. We suggest advertisers stick to tracking the last conversion instead of tracking micro-conversions.

Up until now, Google provided another click metric called Converted Clicks which counts the number of unique clicks that lead to a single or multiple conversions. The official last day of converted clicks metric in Google AdWords is 15th March 2017.

For instance, a Saas company using AdWords sets two different goals as conversions, one being signing up for their newsletter and the second was registering for their product demo. This action is counted as one converted click and two conversions when a user completes both the goals through a single click.

Note:

Converted Clicks can’t track multiple conversions. Converted clicks measure those conversions happened on the same device as the click was on. Measuring cross-device conversions wasn’t possible.

What is a good Conversion Rate?

A conversion is distinct to different business models, similarly, a good Conversion Rate also varies across different industries.

For an eCommerce website, a good conversion rate is around 2%. But even in the eCommerce industry itself, a product with a lower price tag like a pack of scented candles for $3 can draw a higher conversion rate than a pair of shoes priced at $300.

Whereas for a lead generation website whose primary conversion is a user filling their contact form, a 10% conversion rate could be good. But again, a landing page with a contact form asking for email and phone number can easily be sold rather than a landing page with a  detailed questionnaire or additional fields.

The conversion rate is also highly advertiser specific. It is up to an advertiser to decide where to measure conversion. It could at the beginning of the sales funnel where a customer makes no monetary connections. Or midway with customer commitments or at the end of sales funnel when a customer actually is about to make a purchase or take a worthy action.

E.g. :

For instance, an eCommerce marketer sets up signing up (beginning of the funnel), exploring more 3 different product pages (midway) and purchase (end of the sales funnel) as conversions. If you are a buyer, you would sign up without much difficulty, even explore different product pages if you find relevant products. But making a purchase, you aren’t sure about it, right? Similarly many would sign up, hence this conversion might be very high. Exploring 3 different pages might see a slightly less conversion. But the purchase would obviously see the least conversion of all.

Conversion rate might actually drop down while we progress down the sales funnel. This doesn’t necessarily mean that the ROI is low, or the business is falling apart. Conversion type should be the basis to interpret conversion rate.

Pro-tip:

Instead of relying heavily on industry benchmarks, use the metric cost per lead to interpreting your Conversion Rate better.

Cost per lead = Avg CPC/ Conversion Rate

If the cost per lead is higher than the profit you are making from one customer, your conversion rate needs improvement. In other words, if your conversion rate is higher, your CPL comes down.

Learn more about AdWords basics and  advanced topics on our blog. Do write to you for additonal information and tips to improve you conversion rate.

A simple and free guide to optimize your Landing Page for better conversions by AdNabu

What is Landing Page Optimization all about?

In the blog on what a landing page is, I related your business to a busy airport and your landing to its runway. We will consider the same analogy here to investigate and comprehend how to make landing pages sticky, so that a visitor takes the desired action you want them to, instead of just bouncing back. This Landing Page Optimization blog will guide you to success.

Landing Page Optimization

Landing Page Optimization

We can start with an investigative activity. You are the Chief Architect of your airport and your task on the hand now is to redo the existing runway. Think of 3 vital problems a pilot might be facing while landing an aircraft, and how your new runway can rectify these problems.

  • Low visibility 
  • Distractions on the runway
  • Difficulty in taxiing to the terminal

These problems, in my opinion, are very closely relatable to our actual task at hand, to optimize the landing pages to render better conversions.  Let’s dig deeper into each of the 3 problems and find a few fixes to this fracture.

Low visibility

For a pilot to land the aircraft, he first has to know where the runway is, right?

With a lot of noise all around, it if difficult for a user to get to the landing page in the first place. And if they do, they might not know where they are if the ad text and the landing page are not coherent.

  • Clean layout with a steady design is what catches the eye of a visitor in the first place
  • Ad text and the landing page header should be similar
  • Use subheadings, italics, and bold texts in resonance to the page layout and design
  • Landing page should highlight the company’s details
  • Every detail on the landing page should be centric to the message you want to convey
  • Use testimonials, this shows that you are a genuine seller with a lot of reputation
  • Have mobile and tablet friendly versions of the same landing page
Distractions on the runway

Some sand and pebble spread on your runway, this would crash the flight, true?

If there is are objects to distract the interest of a visitor, they would crash land too. This will flush your visitors and none of your offerings will be of value to them.

  • Use bullets to talk about your product instead of lengthy paragraphs
  • Have minimal outbound links, except for those that redirect them to your product page, omit all others
  • Don’t offer more than one resource (ebook, voucher, free trial etc)
  • Likewise, don’t advertise more than one product/service on a single landing page
Difficulty in taxiing to the terminal

Landed safe and sound, where do I go next?

What kills a good trip is not knowing where to go next. And it is your responsibility to take the visitors to the airport (your business/product page) to show them all your offerings. This is where we win customers or even lose them if not done right.

  • Call-to-action button should be prompt but also informative to the visitor
  • Lay out the steps after the landing page for visitors benefit
  • Mark the path on the landing page which say where they are being redirected to or what they have to do next
  • Post-landing page experience should also be satisfying, be it on the shopping cart of an Ecommerce page or when using the resources like an ebook or a software demo.

There is one last step that always helps, testing. Even when there are hundreds of expert blogs and thousands of well-researched landing page optimization techniques, none of them are of any worth if their impact is not measured. The impact of any changes you make should always be measured. Testing is measuring the outcome of the changes you adapted. It also provides the most relevant insights on what you did right or wrong.

Following these steps would surely improve the quality of your landing page and boost your conversions. Landing page optimization also helps in increasing your Quality Score. And to read more blogs on AdWords basics or advanced topics, pay us a visit.

What is a Single Keyword Ad Group?

What is a Single Keyword Ad Group?

Single Keyword Ad Group or SKAG, in short, is literally what the name suggests, it is an AdWords best practice where each ad group is assigned just one keyword.

If you are already following this technique, awesome, you can skip to the advantages of SKAG blog. But for those who still are new to AdWords and need some insights on setting up ad groups efficiently, continue reading this blog.

There are three different approaches AdWords users follow when setting up ad groups, I labeled them Rookie, Intermediate, and Pro for easy understanding.

Rookie :

This is the easiest of the three, and sadly the worst. In this popular approach, users dump all the keywords under a single ad group. This approach does not have any huge advantages. This strategy but takes only minimal effort and time.

The disadvantages, however, are alarming. For starters, your ad group would be too clumsy. It is also very difficult to get any insights. This is because not all your keywords are performing well, but you wouldn’t know which of those that are poor. Similarly, your ad group would house a number of ads, but it is not possible to figure out which keyword triggered a specific ad. Hence, the performance of neither a keyword nor an ad can be understood. Only the average performance across the ad group can be gathered which is of no real significance.

Sounds scary, right? Yep. If you are still doing this, just don’t!

Intermediate :

In this approach, users segregate keywords based on their themes and add them to the relevant ad groups. Even though this sounds sensible, this doesn’t have many advantages either. True that it saves time, it is a refined approach, but the only advantage other than the ease of creation is the collection of data. Data available at ad group level in this approach is already an aggregate of keywords of a specific theme.

But again, no data pertaining to an individual keyword or an ad is available. It is true here too that not all the keywords under a theme are performing well.

You can keep using this approach if you are happy where you already are. If you are aiming at bettering your performance, I recommend you to go pro.

Pro :

This is where we meet Single Keyword Ad Group again. It is the best approach if you are looking for high returns on your investments into AdWords. I agree that no one would say no to high returns, but one has to understand that there is a scope beyond what they already know. This approach actually has the ability to improve click-through rates and also reduce the CPC. We have dedicated a blog where you can learn the advantages of SKAG.

Unfortunately, even SKAG has a couple of disadvantages, it asks for your time and when optimizing, procuring enough data is a task. But worry not, we have taken care of this for you. AdNabu’s SKAG Tool creates SKAGs automatically for you saving your time and then collects approximate data from similar keywords.

And the end?

I hope this blog has given you insights on Single Keyword Ad Group and other ad group creation techniques. Creating SKAG is the beginning of building a successful campaign. There is a little bit more work to do after SKAG which contributes towards the successful campaign. I would explain that in the next blog.