Google Announces Remarketing Lists for Search Ads in AdWords Available to All

Google is rolling out Similar Audiences for Search and Shopping campaigns in AdWords. On Monday, May 1st, Google said:

Remarketing lists for search ads (RLSA) help you reconnect with people who’ve been to your website before, but engaging both new and loyal customers is just as important to your business. Starting today, we’re rolling out similar audiences for Search and Shopping along with Customer Match for Shopping to help you use your own data to reach the right customer with the right message.” – Google Blog

Similar audiences will give advertisers the ability to target customers based on whether or not they’ve searched for the same things as previous site visitors. Not completely surprising but slightly mind-blowing, right? We’ve been using this for our clients for the past year and a half in a beta test and have found significant increases in CTR. 

”Imagine you’re marketing a hotel in Hawaii using RLSA, and you want to connect with summer travelers. The people in your “Recent Converters” list might be searching for things like ‘flights to Maui,’ ‘scuba classes,’ and ‘flip-flop sandals.’ Powered by Google’s machine learning, similar audiences uses these search trends to help you find people who are looking for the same things as your existing customers, even if they’re not on your remarketing lists.”

Remarketing lists for search ads (RLSA) featuring similar audiences are then created and automatically updated in your campaign. Remarketing lists are eligible for expansion through similar audiences when certain requirements are met. These include having at least 1000 cookies, and enough recent visitors with similar search histories. These lists have already rolled out for a handful of companies in beta to test out the software and it’s working. According to Google’s blog, John Deere had a 300% increase in clickthrough rate and a 31% increase in conversion volume. It works so well for display, I don’t see how it wouldn’t work for search but will add updates as we implement these for our clients.

It works so well for display, and now we can we implement them across the board for our clients. Let us know how it goes for you. We’ll include similar audience lists strategy in our upcoming AdWords training. Check out Google’s Best Practices Guides in the meantime for optimizing your campaigns: https://support.google.com/adwords/answer/6154846 And as always, let us know if you have any questions!

 

Great Small Business Tools from NSBW 2017

Thanks to everyone who came to Demand Quest for our National Small Business Week 2017 free Google workshops and training to get you on the map! We had a great turnout and we shared a lot of important resources for small businesses to use in their digital marketing strategies. Here are some of our favorite local business resources from #NSBW #AllForSmallBiz:

Google Workshop Presentations:

Google Small Business Week Lessons: https://www.gybo.com/lessons

Google Business Listings: https://www.gybo.com/business

Google Small Business Channel on YouTube: https://www.youtube.com/user/GoogleBusiness

Intro to AdWords Video Series: http://bit.ly/2p967m6

Google My Business Video Series: http://bit.ly/2p0OLgj

Learn with Google Video Series: http://bit.ly/2p0HTQ4

Additional Online Tools:

The Ultimate List: 50 Online Local Business Directories: http://bit.ly/2pIZ8o6

Test My Site – Think with Google: http://bit.ly/2oYD7Cx

G Suite by Google: Great for setting up email, calendars, documents sharing and a lot more: https://gsuite.google.com/

Google Voice (for forwarding calls, etc.) https://voice.google.com

See the latest trends, data and visualizations from Google:
https://trends.google.com/

Online Advertising:

Google AdWords: adwords.google.com

Bing Advertising: http://advertise.bingads.microsoft.com/en-us/home
Yahoo! Advertising: http://advertising.yahoo.com/
One of the best websites for learning all of the details of AdWords is the AdWords learning center and you can visit that here:http://support.google.com/adwords/certification/bi...
Here’s the AdWords Keyword tool to help you generate keyword and ad group ideas:
https://adwords.google.com/o/KeywordTool

Google Grants for Nonprofits: https://www.google.com/grants/

Also, if you’re sending ads to your website, you want to make sure that it is optimized to convert. Take a look at the website marketing grader tool here: http://marketing.grader.com

Social Media Advertising:
LinkedIn Advertising: http://www.linkedin.com/advertising
LinkedIn Blog for Tips: http://blog.linkedin.com/topic/linkedin-tips/
Facebook Advertising: https://www.facebook.com/advertising http://www.facebook.com/ad_guidelines.php
Facebook Graph Search: https://www.facebook.com/about/graphsearch
Twitter Advertising: https://business.twitter.com/start-advertisingUsef… Resources and Articles

Search & SEO:
· How Search Works (Walkthrough) – http://www.google.com/insidesearch/howsearchworks/...
· Beginner’s Guide to SEO (Moz) – http://moz.com/beginners-guide-to-seo
· Resources to Broaden Your SEO Knowledge (Moz) – http://moz.com/learn/seo
Thanks again to everyone who came to training. Best wishes on your digital marketing success!

Spring Registration Open for all Digital Marketing Classes

Our Minneapolis digital marketing classes are starting up in May 2017. Here’s a full list of all our classes that you can register for online.

Google AdWords – May 3, 4, 10, 11, & 12 from 1-5

Learn how to create, manage and analyze high-performing online advertising campaigns in Google AdWords. Learn what new features are available in your MCC, see a higher CTR and lower CPC & CPM, and prep for your Google AdWords Certification Test.

Social Media Ads – May 17 & 24 from 1-5

Options for advertising through social media channels have changed drastically in the last few years. Learn how to pick which platform is best for your business (Facebook, LinkedIn, Twitter, Pinterest, Instagram)and how to create effective campaigns including geo-targeting, remarketing, analytics, and much more.

Google Analytics – May 16, 18, 23, & 25 from 1-5 pm

Learn how to navigate Google Analytics,  analyze data and improve your overall business performance and ROI. Learn how to analyze reports, track web visitors, and turn those visitors into qualified leads.

Google Tag Manager – June 27 & 29 from 1-5

Google Tag Manager lets you launch new tags any time with a few clicks, so you never miss a measurement or marketing opportunity. This course will cover the basics of Google Tag Manager, and then we will get hands on with creating our own Google Tag Manager installation.

Digital Marketing Certificate – May 2 – May 25 (13 total classes)

Get the most comprehensive Digital Marketing training including Analytics, PPC, Social & SEO. Attend our 4 most popular digital marketing classes, receive your Digital Marketing Certificate, and save $300!

Search Engine Optimization – May 2 & 9 from 1-5

Learn how to make your website work for you! Learn how to optimize your website & landing pages so that they show up higher in search engine results organically.

Google AdWords & Analytics Certificate – May 3 – May 25 ( 9 classes total)

Become an AdWords and Analytics expert, receive your certificate of completion, and get prepped to take your Google Certification tests with this great series!

Digital Advertising Fundamentals – Returning Fall 2017

Learn Google AdWords, Social Media Advertising and Google Analytics. Perfect for small business owners, people new to Digital Marketing and anyone  looking to learn  introductory online marketing skills.


Essential training for today’s digital marketers.

Learn everything you need to know to harness Google and boost the profitability of all your marketing operations. Dive deep into Google Adwords, Analytics, Social Media Advertising, Search Engine Optimization, and more. Earn your Digital Marketing Certificate and become a master digital marketer!

Top 5 Digital Marketing Updates to Pay Attention To in 2017

 

1. SEOs (& All Companies) Need to Make Everything Mobile-Friendly. Right Now. 

mobile-website-tool-demandquestGoogle made a big announcement in November that they are starting to consider mobile rankings as more relevant than desktop rankings. Google says that the majority of their searches now come from mobile so they need to make sure their algorithm mirrors the trend. From Google’s recent blog post: “To make our results more useful, we’ve begun experiments to make our index mobile-first. Although our search index will continue to be a single index of websites and apps, our algorithms will eventually primarily use the mobile version of a site’s content to rank pages from that site, to understand structured data, and to show snippets from those pages in our results.” This means that non-mobile friendly sites are going to start being penalized in search engine results. This also means that if your site is not mobile-friendly, it’s time to call your local Search Engine Optimizer because your number one priority in 2017 is to make your site speedy and mobile-friendly. You can check how mobile-friendly your site is here: testmysite.thinkwithgoogle.com and they will even send you a detailed report on how to fix any mobile compatibility issues you may have.

 

2. *Dense Content* Is Now Essential to Cut Through the Content Noise on Social Platforms

Holy overload of information, Batman! As we become more and more like the characters tied to their tech in the creepy yet mesmerizing Netflix series Black Mirror, we continue to post more (as do publishers and businesses) and in return, we have way more to filter through in our newsfeeds. Facebook changed its algorithm this summer to reduce the amount of publisher content that shows up in news feeds so we can see our “friends” stories more often and is currently taking aim at fake news on their streams. Even so, our attention spans keep getting shorter and we need to be bolder and more concise to stand out in an ever-growing ocean of white noise. In response, marketers should realize that dense content is necessary, making every line and every word count.

3. Live Video Streaming May Be a Way to Cut Through The Noise (Until It Isn’t) demandquest-mz-live

Do you want to know what’s happening IRL, right now? Facebook has been pushing their live technology for months with some success, including the first Presidential debate of the season, and since most people have faster Internet and crave in-the-moment content, more and more apps and platforms will also push “live streaming”. Facebook also just announced this week that Two-Person Broadcasting is also coming to Facebook Live. The updated version, which will go live later this summer starting with verified Pages, will now allow for two people in different locations to share a live broadcast. Live been on the upward tick for a couple of years and it will only continue to be utilized in 2017. Will you be live?

4. Mobile May Win in 2017 But Video Ads Will Be Close Behind

Not only do you need to consider going “live”, you should also up your video advertising game. As we get used to more and more live videos in our Facebook feed and Instagram Stories this year, video advertising is expected to amass $13.5 billion in revenue in 2017  – almost double its projected revenue from 2016. If you’re not ready to fully immerse yourself in video advertising, at least make an effort to learn how to use some of Facebook’s video features in the new year. It’s a tool that can help massively increase your social media reach and is well worth the investment. Google also just made Video campaign management easier with AdWords Scripts. They announced on Tuesday that they’re rolling out AdWords scripts support for TrueView and six-second bumper ad which means you’ll be able to programmatically create and manage video ad groups, targeting and other campaign features alongside your Search, Display and Shopping campaigns. The new script support is available for standard YouTube ad campaign types like TrueView in-stream, TrueView discovery and bumper ads – and they’re hoping to eventually expand functionality to additional campaign types like shopping. Check out The Latest YouTube Stats on When, Where, and What People Watch from Think with Google.

5. All Google Ads Will Soon Be Expanded Text Ads. 

This isn’t a prediction as much as it is a reality. We’ve been talking about Expanded Text ads for months and your deadline is officially approaching. As of January 31, 2017, AdWords will no longer support standard ads so you will not be able to edit or create standard ads but they will continue to exist alongside the new ads (until Google pulls them at some point in the future). Any ads created after that date must use the expanded ad format. You can read my post on how to easily update your current stand ads to expanded ads and how to optimize them in the new format: http://bit.ly/2cfdU0m

6. Bonus Prediction: The Tech Bubble will Pop Again (We Predict 2018). dq1

Our founder Ted Kozlowski started his career in Silicon Valley and if you’ve ever wondered how insane the start-up industry is, check out this great new book, Disrupted: My Misadventure in the Start-Up Bubble, by Dan Lyons, who’s a writer for HBO’s Silicon Valley and who is brutally honest about his time at Hubspot (marketing automation software startup) as a “beached white whale” in an overly upbeat, frat/cult-like work environment.

Update Your Google Ads to Expanded Text Ads the Easy Way

Expanded text ads are not just a good idea; they’re a must-do. As more and more visitors come in through mobile, optimizing for mobile is essential. You can read about the advantages of expanded text ads here (as well as the guidelines) and when you’re ready to roll out your extended ads, here’s a step-by-step guide to the easiest way to update them by editing your current text ads:

If you’re familiar with Editor, go to the text ads you want to edit, select all and Export as Expanded text ads. Your ads will download as a .csv but in the expanded text ad format. Edit your ads to fit the new guidelines and upload them with the “Make multiple changes” tab of the expanded text ad section of your campaign. Double check your ads to make sure they make sense and look good and you’re done!

Here’s a step-by-step guide to expanded text ads editing:

  1. Login to your Google AdWords Editor and select the account you want to work on.
  2. Click on “Get Recent Changes” (It’s a good idea to always start your editing in Editor with a quick refresh of your campaigns. Start demandquest-adwords-editor-expanded-adsevery Editor session with Get Recent Changes.)
  3. Navigate to the campaign you’d like to edit and select all of the current text ads that you’d like to replicate.
  4. Scroll up to “Export As” and select “Export as expanded text”. Editor will create a .csv file of your current text ads in the expanded text ad format.
  5. Edit your ads to fit the expanded text ad format
    • Headline: Going from one 25 character line to two 30 character headlines (FYI, Headline One is more important in generating clicks than Headline Two)
    • Description line: Going from two 35 character lines to one consolidated 80 character line, take advantage of the new space
    • Customizable URL paths – Your Display URL will be automatically updated from your final URL with options for you to pick relevant URL paths (we recommend taking advantage of the URL paths)
  6. When you’re finished editing your ads to the fit the expanded format, go back to Editor, and choose “Make Multiple Changes” to the Expanded Text Ads section of the campaign you’re working on.
  7. Copy your entire list from your .csv file (including the headers) and paste into Editor. This should automatically populate the corresponding fields of the ads.
  8. Finish your upload and check your new expanded text ads to ensure that they fit, make sense, and are compelling to a user.
  9. Pat yourself on the back for rocking AdWords Editor and changing multiple ads without the headache of copying and pasting each one!

demand-quest-adwords-editor-expanded-ads

If you have any trouble with this, please let me know. We’re also teaching Google AdWords soon in the Twin Cities and as always, offer Google AdWords Audits. Happy editing!

 

 

3 Big Changes to Google AdWords

There have been a lot of announcements coming from Google regarding AdWords this spring and summer but what’s really going on? Here’s a highlight of the new features that will affect your campaigns now.

1) Expanded Text Ads: Google’s new ads are now 47% bigger which means there’s more room for essential information and they’reext ads performing way better than standard text ads are. Google rolled these out to appeal to the mobile users but they’re performing well in both mobile and desktop searches. Here’s how the new character limits break down:

  • Headline: Going from one 25 character line to two 30 character headlines (FYI, Headline One is more important in generating clicks than Headline Two)
  • Description line: Going from two 35 character lines to one consolidated 80 character line, take advantage of the new space
  • Customizable URL paths – Your Display URL will be automatically updated from your final URL with options for you to pick relevant URL paths

According to Google’s blog: “The shift to mobile is no longer a change on the horizon. It’s here. Every year, there are trillions of searches on Google and over half of those searches happen on mobile. And across the millions of websites using Google Analytics today, we’re seeing more than half of all web traffic now coming from smartphones and tablets.” This is the main basis behind the first change to the ad text structure in 15+ years and you’d better jump on getting your ads updated. As I mentioned earlier, they’re performing way better and starting October 26th, 2016, AdWords will no longer support the creation or editing of standard text ads. Existing standard text ads will continue to serve (we don’t know how for sure how long they will be served) and new text ads generated after that date must use the expanded text ad format.

2) What else is new? Price Extensions for Mobile.

Google has a plethora of extensions for search ads and they greatly help to convert visitors as they offer the most relevant information a
ga2user is looking for. We have always been a fan of location, sitelinks, reviews, and others and now mobile advertisers have the options to feature price extensions. The new options for price extensions are flexible and easily adjustable. Google says the new price extensions are:

Easily updated. Change your item names and description whenever you want, keeping them up-to-date for sales and special offers. And good news—you can edit your price extensions without resetting their performance statistics.
Flexible and customizable. You can add price extensions to an account, campaign, or ad group, depending on which ads you want them to show with. You can also specify the dates, days of the week, or times of day your price extensions are eligible to show.

Be sure that your extensions line up with your landing pages so when your mobile visitor clicks on the “Women’s haircut – shampoo and style – From $70” takes the visitor to the corresponding landing page. Since they already made the choice from the extension, leading them anywhere else would create a frustrating user experience.

Learn more about all the AdWords extension options.

3) Google Maps to Feature Local Search Ads & Promoted Pins adwords promoted pins 2

Google Maps is wildly popular and Google AdWords users are currently able to use location extensions to promote their businesses on
the desktop and mobile version of Google Maps. Users searching on the desktop version of Google Maps will see Google Maps ads in the Local Finder above all other map results, this time with purple ad labels. The map also will note these locations with purple pins. These “promoted pins” will make it easier for advertisers to advertise in-store promotions and users can check out what is available at their local store. These map ads may also feature a Call button, Directions button, store hours, and customer reviews.

Google Maps has over a billion users and it accounts for nearly a third of Google’s mobile traffic. To get your ads on Google Maps, login to your AdWords account, pick the campaign you want, click down to Location Extensions and look for Google My Business under your Account extension.When your Google My Business account is synced with AdWords, any text ad in your account is eligible to show your local business information. You can also set up filters to assign addresses to particular campaigns or ad groups. This syncing process gets tricky when you have different accounts for AdWords & Google My Business or if someone else manages one of your accounts, etc. For more information about how to sync your accounts and set up your Ads on Google Maps, check out this step-by-step instruction for Local Search Ads on Google Maps.

If you’re in the Minneapolis, St. Paul area and want more information about Google AdWords, we have classes coming up soon which you can check out here: demandquest.com/google-adwords. We also offer custom AdWords audits and training nationally and would be glad to help you get your AdWords campaigns performing better than ever.

All photos used from Google.