Driving Successful Search Campaigns And How You Can Tell It’s Working

It’s no secret that online advertising campaigns play a critical role in fueling the sales cycle for many B2B and B2C businesses.

With so many online marketing channels, where does each tactic fit into the sales funnel?

Let’s just talk about the most popular of online marketing, Search Engine Marketing (SEM). Popular because it sits at the bottom of the sales funnel, and mostly when prospects are ready to convert to a lead (conversion) to a sale (acquisition).

Tracking Success Metrics

SEM campaigns drive website traffic, generate leads for your business in effort to increase sales. So it’s important to measure the success of your campaigns. This will help you determine the effectiveness of your Search campaign, and whether you are investing your money in the right online channel.

Implementing conversion tracking will allow you to see which keywords, text ads, ad groups and campaigns are driving the most valuable activity for your business.

So, how do you measure success?

Conversion tracking is actually fairly easy to implement. It begins with creating a conversion action in your Google Ads account. Conversion actions can be anything from a form fill, to a purchase, an event registration, or email sign up – just choose a metric that is important to your business.

Once you have your goal actions setup, a conversion tag is added to your website on the pages you are trying to track. When a prospective customer completes the action, a conversion will be recorded in your Google Ads Account.

Now this is great data for your Campaign Manager to work with, but what about the sales, and how do you know what leads are quality and what ones produce revenue for you. This is the area where the majority of business owners or managers want to know because outside of the great tracking and data SEM agencies can measure I’m sure you must ask yourself; how much am I getting back from what I’m putting in?

Teamwork, Communication & The Manual Approach

Unless you have an online shop where the price of the sale is ‘the price’, it is hard to track your sales coming through when your products and services may vary in price. It has to be a manual process and can only be implemented and worked on by the business.

If you are a one-man band, perhaps in the trades industry for example, you probably answer all your phone calls or read and respond to all emails (these are what we see if your Search campaign tracked as ‘conversions’). If this is your situation you will need to ask the lead on the phone, did you find me on Google?

And write down their answer, create an excel spreadsheet and track this month on month along with if it’s a sale, and how much did it bring into to your business? Was it the type of customer you want?

Also what is important when communicating with your allocated Digital Account Manager who is normally the person who discusses your campaign results and reports, the date & time measurement of the leads is a big help to them. This way, they can work with you to marry up the conversion tracked to the sale or ROI for your business.

Now if you are a bigger business you may have staff, someone who answers the phone. Based on your own staffing capacity, the roles your staff are in, and how you manage leads coming into the business, it is up to you to create a measurement process and roll out a fool proof way for your staff to follow and report back to you.

Then as mentioned above, pull out your measured data and work with your Digital Account Manager on this. You never know, the Search campaign can actually be working really well but perhaps the data you have collected shows that your website isn’t converting or your sales team may need more training on closing deals. Who knows! But unless you start tracking your ROI you will never know what is working and what is not, and be able to make informed decisions on the amount of marketing budget you are spending.

Google Announces 4 Big Google Ads Enhancements at the Google Summit 2016

Rather than announcing major Google Ads algorithm changes that send us digital marketers scurrying around madly to ensure our clients websites don’t get affected, Google instead announced some great new enhancements that we can take advantage of in our clients Google Ads campaigns. Hooray!

Text ads in Google Ads are about to get a lot bigger

Mobile Text Ads for AdWords have gotten bigger

Expanded text ads are coming to Google Ads, which allows us to be able to write bigger and longer text ads than ever before. We’ll soon be able to offer two headlines of up to 30 characters, rather than the current single headline which has a character limit of 25 characters. But that’s not all!

We’ll also have up to 80 characters for the body text instead of the current 70 characters. The advantage of having larger text ad space means, for starters, we can say a lot more in your Google Ads which is fairly obvious, plus our clients Google Ads can take up more room in the search which will bump your online competitors out of the way. We imagine this should result in increases of CTR (click through rate), which will help with conversions and quality score and inevitably result in more revenue for our clients.

Separate bidding for mobile, desktop and tablet devices

At Searchsmart we work really closely with Google, and we are at the forefront of latest data and trends regarding mobile searches. Quite often if we see a major drop in desktop searches and a large increase in mobile searches. Currently we can adjust the bidding to just go after the mobile clicks if it’s of course relevant for your industry to do so.

So we can do that right now for you ok? Ok! However, we are unable to separate desktop and tablet bidding, they are banded together. Soon to change is the fact that desktop and tablet are breaking up and we will be able to do separate bidding between the three different devices.

Another great feature for us digital marketing geeks to get excited about is the fact that we have more control over how we spend our client’s budgets which will further enhance the results we can obtain from the hundreds of Google Ads we currently run. Happy clients, happy geeks.

Ads on the Google Ads Display Network go Responsive

Responsive ads for AdWords Display Network fit any app or site on the GDBAll good things come in three’s they say, however I must say this one doesn’t excite us geeks too much, but it must be mentioned non the less. Responsive display ads for viewing on multiple devices is becoming easier for us Agencies in the creation and implementation process. Google will assist us with making the Ads responsive.

Not that exciting for our clients however it’s a great support service Google are offering Agencies and all advertisers alike if you are crazy enough to manage your own Google advertising. Hopefully you are quite sane and have a great Campaign Manager, if you don’t, then call us because we’re awesome.

a. Google maps are changing with more ad exposure available

b. Looking local is a no brainer really, we all do it. However did you know that almost a third of mobile searches tend to be location based? Well they are according to Google, so they are capitalising on the many eyeballs Google maps receive.

You will start to see local ads, brand logos and in-store promotions more visible when you do a Google search and view the Google map that relates to your particular search query. Just another amazing way advertisers can connect their brand and message directly to their potential customers.

Google are still working on how to go about targeting these ads, so this feature won’t be out until late this year.

There are other new Google enhancements coming, I’ve just stated four for today.

At Searchsmart we are at the forefront of doing some beta testing for Google with our clients, which is great because some of these new features are a clear winner for more conversions that our selected clients can take advantage of before anyone else. And we are testing now.

We’ve got room if you want to join in the glory of having something else no one else does. Contact Us and get started with a Google Ads campaign, today.

Google To Stop Showing Ads On Right Side Of Desktop Search Results

Google have confirmed that search results pages on desktop will no longer show text ads in the right sidebar. Instead, as many as four text ads will display above the organic listings, and three text ads will show at the bottom of the page.

There will certainly be a lot of analysis to come on what this change means for advertisers — impressions, CPC, CTRs, average position and so on. Here’s what we know so far about the move.

What Exactly Is Google Changing?

All of the changes confirmed on Friday pertain to desktop search results on Google.com and Google search partners.

There are a few elements included in the changes to desktop results:

  1. No text ads will be served on the right rail of the search results on desktop.
  2. Google will serve four text ads instead of three in the mainline area above the organic listings for more “highly commercial queries” (More on that below).
  3. Three text ads will show at the bottom of the SERPs.
  4. The total number of text ads that can appear on a SERP will shrink from as many as 11 to a maximum of seven.
  5. Product listing ad blocks and Knowledge Panels (sometimes with ads, as tests continue in these spaces) will show in the right rail on relevant queries.

These updates are rolling out permanently worldwide on both Google.com and search partners.

If you want to learn more about this and what this means to you and your business, give us a call

Get in touch with us for all your marketing requirements
and we will supply the coffee
Contact Us
Searchsmart - Premier Google Partner    
© Copyright 2020 Searchsmart | Privacy Policy | Terms & Conditions | All Rights Reserved.