Google AdWords Consultants - Why Do I Need One?

How hard can it be  to set up a Google AdWords campaign? It's like anything really, most people can have a go at anything, but if you want it doing properly, you need an expert.

Ever tried plastering a wall? Of course you can do it, but will the finished result be what you expect?

It's the same with Google AdWords. Anyone can set up an account, but unless you know what to look for in the settings, and how to properly structure a campaign, the end result may well be disappointing.

Employ a trade served plasterer, and your wall will be smooth and flat, and will be done in half the time you would have taken.

Employ a certified Google AdWords consultant, and your campaign will be structured, focused and deliver lots of highly qualified leads to your web site.

It's not rocket science (would you build your own rocket?), but like most services, it pays to use an expert!

SEO v PPC. Which Should I Be Using?

Why both of course!

With marketing, there's no one magical way. You need a mix of  methods and systems.

SEO (search engine optimisation) helps you move up the organic (or free) rankings of the search engines, but is notoriously hit and miss, and you can easily lose your position in the rankings through no fault of your own!

PPC (pay per click) is also known as Search Engine Marketing (SEM) or AdWords. This is where your advert is placed in position on the search engines pages using a number of factors such as bid amount, quality score and CTR. If you manage all these factors correctly, your advert can appear right at the top of the first page of Google (or Bing!), and lots of people will click on it, giving your website a massive boost of traffic and qualified leads.

Many people have tried to set up their own AdWords campaigns, but without an in depth knowledge, you can easily fritter away your advertising budget with very little return.

Done correctly, AdWords is an amazingly powerful, immediate and highly targeted form of advertising, with real in depth reporting and analysis.

So don't neglect one or the other. Do both!

Callout Extensions In Google AdWords

You may have seen recently that Google have introduced another new feature for AdWords called Callout Extensions. If you were wondering what these are, let me explain!

Callout extensions allow you to add up to four additional text pieces into your AdWords ads, which can be used to provide more information and highlight other features about your business. 

They will, however, only show when your ad is in the top or bottom of the search results, and not down the sides, much like the Sitelinks extensions.

Here's an example from the Google AdWords Help site.

As you can see, it really does help to fill out your ads, and takes up much more of the search results real estate for your ad.

Best of all though, it's free to use, you'll get a higher CTR, and Google likes you to use extensions, so will be more likely to show your ads in great positions!

For more information, go to the Google Callout Ad Extensions help page here.

With AdWords, It's All In The Detail!

I've recently set up a new campaign working with a client in the US, selling discounted tickets for Wet N Wild Water parks in Las Vegas.

So although the actual title for the company is Wet 'N' Wild, you would think that Wet N Wild would have the same impact when selecting your search phrases, wouldn't you?

Well apparently not! Without the 'N', quality scores were down at around 5, which was obviously causing concern, as we generally like to see them around 8-10 so that we get the best positions and cheapest bids.

However, as soon as I modified them to include the apostrophes, the quality scores went straight up to 10. Happy me, happy client!

So although AdWords can seem easy and straightforward to get set up, as with many things, the devil's in the detail!

Getting Your Ad To The Top Position In Google AdWords

Here's a great video from Google explaining exactly how you are charged for your ads and how their position is decided.

As you can see, it's not just a case of having the highest bid. Firstly, your ad needs to be relevant and extended, and your landing page needs to be relevant and easy to use.

As you can see, there's so much more to Google AdWords than just putting in high bids!

Critical Mass Marketing Are Now Official Google Partners!

Take a look at our certification here!

Google AdWords - The Benefits For Your Business

Just a quick reminder for everyone as to exactly why Google AdWords are so important for your business.

• Immediate exposure - unlike SEO, setting up an AdWords campaign can have you bringing in hot new leads from day one.
• Get on the first page of Google search, even in the top slot!
• Controllable - you monitor and control your spend
• Traceable - you can see which adverts and search phrases are working
• Track conversions - see your exact ROI
• Get in front of customers looking to buy and searching for your exact product
• Focussed - Target exact markets and areas
• Only pay when a customer actually clicks on your advert and views your website

Can you say all this about your current advertising?

By John Chablo

Critical Mass Marketing

Special AdWords Summer Offer!

For the month of June, if you are running an existing AdWords account, we are offering to cast our expert eye over it, analyse it and offer suggestions on improving the account settings FREE OF CHARGE!

No obligation, no charge. If we can help optimise your account to get a better click through rate for you, that’s all the satisfaction we need!

We won’t fudge – if it’s set up correctly, we’ll tell you. If we think it could be improved, we’ll tell you.

So if you’ve had your AdWords account running for some time, it might be worth having that summer check, to get it tuned up and running in tip top condition once again.

Call John Chablo on 07968 416132 or email us at info@criticalmassmarketing.co.uk for more details.

We Are Now Bing Certified As Well!

Just passed the Bing exam with flying colours, so we can now rightly say we are Bing Ads Accredited Professionals!

So if you don't like Google for some reason, or you want to make sure you are covering all options with your paid search marketing, we can now set up and optimise your Bing ads as well.

Ad Extensions - You Really Do Need To Be Using Them!

Something that puzzles me greatly is the lack of use of ad extensions in Google AdWords.

I mean, why wouldn't you use them?

Google loves them, they get higher click though rates and there's no additional cost for using them!

I particularly like the Sitelinks and Call extensions, as the sitelinks really do fill out your ad and give it much more presence on the page, as well as providing additional links for the searcher to click on. Call extensions are also great, especially in mobile search, as the customer will actually call you directly from the link to ask about the item they are searching for. Result!

So if you are not using Ad Extensions currently, give it a try. Its amazing what you can achieve with Google AdWords!

By John Chablo
Critical Mass Marketing

Are You Switched On To Mobile Search In AdWords?

Paid search CTR on mobile increased by 78% in 2013

• In the UK, the share of clicks coming through mobile search ads almost doubled in 2013, from 24% in January to 43% in December.
• According to the latest research from Marin Software, mobile devices will account for 50% of all paid-search clicks globally by December 2015. 
• The UK is ahead of the rest of Europe, where mobile and tablets only accounted for 20% of paid search clicks in 2013.
• That being said, advertisers in Europe increased their investment in mobile paid search by 109% in 2013, while UK advertisers increased their mobile paid search spend from 22% to 35%.

The rise of the mobile continues unabashed, particularly in the UK. More and more people are using their mobile devices to search for information, as shown in these latest statistics from digital website Econsultancy.

Do you have a strategy for mobile marketing in your AdWords account? If not, it may be wise to start doing something about it, as this side of search will only get greater and greater as mobile data speeds increase (4G!). Think about Bid Adjustments for your mobile traffic. Not sure what bid adjustments are? Take a look here!

By John Chablo

Critical Mass Marketing

Special Winter AdWords Offer

For the month of February, if you are running an existing AdWords account, we are offering to cast our expert eye over it, analyse it and offer suggestions on improving the account settings FREE OF CHARGE! No obligation, no charge. If we can help optimise your account to get a better click through rate for you, that’s all the satisfaction we need! We won’t fudge – if it’s set up correctly, we’ll tell you. If we think it could be improved, we’ll tell you. So if you’ve had your AdWords account running for some time, it might be worth having that winter check, to get it tuned up and running in tip top condition once again. Call John Chablo on 07968 416132 or email us at info@criticalmassmarketing.co.uk for more details.

Why You Shouldn't Repeatedly Search For Your Own Ads On Google

Once you have set up your AdWords campaign, you should hold off from repeatedly searching for your ads on Google.

I know that it's good for the ego to see your ads in those top three positions, but let me explain a little further.

Every time you search for your own ad, but don't click on it, this affects your click through rate detrimentally, and hence your quality score, which determines just how much you will pay and what position your ad will appear in on Google search.

However, there is a way in which you can see your ad without harming your quality score. 

If you login to your AdWords account, under the Tools and Analysis tab, you will see Ad Preview and Diagnosis. If you click on this, you will be able to search for all your keywords and to see just where your ads are appearing on the Google search, without harming your click through rate.

By John Chablo
Critical Mass Marketing

Traffic For Your Lovely New Website!

So you've just had your company website redesigned, and it looks absolutely brilliant! You've also paid to have the site Search Engine Optimised, in the hope that you will get to the top of the Google search rankings for your most popular keywords.

But even with the best SEO management, getting ranked in Google and other search engines can take quite a while, with no guarantee that you will stay in that elevated position, or even get on the first page.

So what can you do? You want traffic and you want it now!

Well, the most immediate and effective way of getting traffic to your website is to use paid search marketing. This is also sometimes known as pay per click or AdWords, as even though your advert may show thousands of times during the day, you only actually pay when somebody clicks on your advert, and goes through to view your website.

But what's really fantastic about AdWords, is that people are actually searching Google at that moment using the keywords you selected, for exactly the product or service that you are providing! So for instance, if you run a flower shop in Bristol and someone is searching Google for a "flower shop in Bristol", your advertisement featuring your website could be appearing in front of them on the first page of Google! And we all know from using Google ourselves, that the searcher will very rarely go beyond the first page, so it's really important to be in that position.

So if you are serious about beating your competitors and promoting your website, you seriously need to consider using Google AdWords.

By John Chablo
Critical Mass Marketing