Tatoru Yuki's Rantings

Of Dynamic Keywords & Ad Extensions

November 06, 2017
By Tatoru Yuki
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We have gone through several concepts under Google AdWords by now:

Remember Plumbing Pipers. Co? It has a good max CPC bid and good ad ranking now. Before we go into what ad extensions are and how they help make your ads stand out from the rest, let’s introduce you the dynamic keyword function in text ads first.

Let’s reuse our previous examples – the ‘leakage & minor repairs’ ad group and keyword ‘clogged drain’. Let’s say that I only used broad modifiers on this keyword, so that the keyword appears as ‘+clogged +drain’ in my keyword list.

Remember, using broad modifiers means that the ad for that ad group will be triggered as long as the words in the search query are synonymous with my keyword.

If for example a user searches for ‘In need of jammed sewers fixing’ on Google, it might have triggered the keyword ‘+clogged +drain’ from my keyword list. My text ad for ‘leakage & minor repairs’ then appears. Using dynamic keywords, here’s how my ad might appear to the user:

In my text ad write up, The first headline would appear like this:

Looking For {KeyWord:Clogged Drain} Fix?

The {KeyWord:} is the dynamic text insert. The most relevant keyword that’s similar to the user’s search will show up inside the {KeyWord: ____ } text, helping to enhance the ad relevancy experience. You can also apply dynamic keyword insertion in the description line, so that the keyword appears twice – once in the headline and once in the description line as shown below:

Now, that’s how a regular ad can appear without any ad extensions. It’s short and sweet, sure, but it is definitely not as attention grabbing as this example below:

Using ad extensions, we can add in extra information that we can’t add due to the text ads character limits and editorial guidelines. We are not allowed to put our contact numbers in the text ads, but we can add a call extension, a message extension, location, sitelink, callouts, structured snippets and so on! In my first blog post about Google AdWords I have mentioned that ad extensions can be added at ad group, campaign or account level.

If your AdWords account is based only on one shop in a single location, you can choose to add your location extension at account level so that every campaign & ad groups automatically adopt the location extension. As an example, Plumbing Pipers. Co has only one shop based in Bandar Sunway, so their address is added as a location extension on the account level.

Next, they might have two different campaigns. One targeting only Bandar Sunway for their repairing services while the other targets Malaysia as a whole for plumbing tools supplying. Those interested to get plumbing supplies will get directed to the phone number 012-345678, while the other group will be directed to 013-456789. In this scenario, call extensions can be added at their respective campaign levels.

Alternatively, this same action could be performed at ad group levels. One ad group could be linked to their repairing services website with 4 callouts – Fast Services, Quick Fix, Reliable & Trustworthy, & Long-Lasting Solutions. The ad group for plumbing tools supply might have another 4 – High Performance, 30% Off Old Tools, Free Delivery & Lowest Pricings. When these callouts are added at their respective ad group levels, these phrases only appear for ads under their own ad group and never the other.

To get an idea of what these extensions are, below are examples of text ads with extensions on it. These are the ones that I personally use more often, but other options are also available.

Callout extensions are where you can add special features such as free delivery, no minimum order, 20% off and so on.

In structured snippets, which can be even more advantageous when put at ad group levels, can work as a quick read-through menu of the products & services you provide. As an example, Plumbing Pipers. Co might have these structured snippets – Type: Leak Repair, Piping Overhaul, Sewer Installation, etc.

In message extensions, you can set a message template which brings users to their texting interface when they click the extension on their phone. Some extensions are only available on mobile, such as the message extension and call extensions.

Which extension appears alongside your ad depends on whether or not the combination of extensions you have can improve your campaign performances, and if your ad rank is high enough for the extensions to show. From the last blog post, you might have gotten a rough idea of how your ad rank is influenced. With a good quality score & max CPC bid, your extensions have a better chance of showing under your text ads and help make your ad more informative & prominent for users!

http://www.searchenginemarketing.com.my/

All these information & procedures might sound tedious to go through, and so here comes the shameless self-promotion. I do work in this sector afterall, and so if you want to know more about how Google AdWords can help you or perhaps if you are thinking of signing up for AdWords services, our company provides this service where we plan, run and optimize your campaigns for you so that your potential clients can find your business whenever they are looking for you! You can sign up at this link so that we can provide you with more information or help guide you through the process.

Freelancing

Google AdWords - Steps To Prominent Text Ads

November 06, 2017
By Tatoru Yuki
0 Comments

In the last blog post, we talked about how keywords work. We have also previously went through the structures involved in Google AdWords.

In the last blog post, we talked about how keywords work. Assuming that our imaginary company Plumbing Pipers. Co has built up a strong keyword list for each ad group, a mix of broad match, phrase match and a few exact match keywords. Next, this company is going to need some strong text ads so that users searching for the services will see our ad as the most prominent and helpful one.

Let’s say that I’m facing some water leakage issues at home. I needed plumber services as soon as possible. I search for ‘water leak repairing service’, which is highly similar to one of the keywords ‘water leak repair’. The advertisement might pop up on the Google Search results, depending on a few factors that determine the ad rank:

Quality Score
Maximum Cost Per Click Bid (Max CPC)
Ad Extensions

What about the components of the Quality Score?

Landing page experience

Does the website the users go to after clicking on your ad load quickly? Does your webpage offer enough information for the product they are searching for? If your user is browsing on mobile, is your webpage mobile-friendly? This criterion is all about user friendliness of your website. Easy navigation, trustworthiness of the seller et cetera, all factors into the landing page experience.

Expected Clickthrough Rate (CTR)

How likely are people going to click on the ad when it shows up from their Google search? If I searched for ‘broken water pipes’ and the ad comes up for ‘kitchen sink repair’, it’s less likely that I will click on the ad.
This factor is one of the reasons why it’s good to divide your products/ services into different ad groups so that the ads for each ad group only shows up for the most relevant keywords.
Example: I have 3 ad groups, one for selling orange juice, one for carbonated drinks and one for coffee. Each ad group has their own ads for the relevant products. The expected CTR for these ads will be higher than if I had just combined all 3 products into one ad group called ‘beverages’ and the ad becomes a bit less specific.

Ad Relevance

When I click on the ad, where does the ad bring me? Is it to your company website’s homepage? The ‘Our Services’ page with your contact number? Or a website about blueberry jam? The more relevant the website people land on after clicking on your ad, the higher the score for this.

Taken together, these three components decide the quality score of your keyword & text ad. Then, there’s the Max CPC bidding. How much are you willing to pay for a click on your ad?

Max CPC

Let’s say that you bid on a keyword that almost no one searches for, as an example ‘Plumbing Pipers. Co Leaking Pipe Repairing Services At Bandar Sunway Contact Number’. People usually search with very short terms, so the longer the search term, the lower the average monthly search volume. The price for this keyword is likely to be low.

Perhaps your default bidding price is RM1.00. If another company bids on this same keyword but at only RM0.10, your bidding price is higher and so your ad has a higher score for this. What’s more, you don’t have to pay RM1.00 for this keyword! Since the second highest bidder only bid RM0.10, your actual bidding price for that keyword is only RM0.01 higher, so you only pay RM0.11 for each click on your ad from that keyword.

So far, the quality score and max CPC have been covered and are helping Plumbing Pipers. Co to push their ads high up on the page. However, some text ads are so much more attractive than others, taking up more space on the Google search network than the others. Some ads have their phone numbers on it, with the types of services provided and even sitelinks so that you can click right in to the most relevant webpage. These are all thanks to ad extensions, which we will explore in the upcoming post.

Freelancing

AdWords Search Advertising - The Keywords

November 06, 2017
By Tatoru Yuki
0 Comments

In my previous post, I have written about the structures in Google AdWords. After knowing the structures, we start off with the basics of AdWords advertising - search campaigns.

When is search advertising relevant?

Let’s say you do plumbing services. Your services are needed when they are actually needed, so you don’t need to advertise on big banners or cinema screens. What you need is for your services to be found when people Google “Plumbing services near me.”, “Pipe leakage repair call now”, “Drainage system installation services”, “How to repair a clogged kitchen pipe” and any other relevant Google searches.

At this point, search advertising from Google AdWords are highly relevant for your business when you only need to pay when people click on your ads, which means, you are not charged for every time your ad shows. You only need to pay when someone clicks on your ads. If you advertise in traditional business directories in print, they charge you for putting your advertisement occupying a certain size area, and higher if the ads are in color.

On Google, you can choose to only pay for each click, and if you optimize your campaign well enough, each click could cost you only RM1.00 or less! Which means, you could get yourself a plumbing job earning you RM50.00 or more for the advertising cost of RM1.00!

Moving on, let’s see how using relevant keywords can help you get the most out of advertising through Google AdWords.

The Keywords

Certain words in these Google search queries, which we shall call search terms from this point onwards, can be critical keywords for your business. When these keywords are added to your campaign, into any relevant ad groups, your advertisements will show up when someone searches with that keyword.

As an example, for the ad group “Leakage & minor repairs”, I might add keywords such as:

water leak repair
clogged drain
pipe leak repair
plumber services near me

...or other terms that people might search for when in need of simple piping repairing. These extra keyword ideas could be obtained from the Keyword planner, which gives you new keyword ideas based on the number of average monthly searches from Google’s magical database and even suggested bids for those keywords.

Even when adding these keywords, I have several formats that I can adhere to. There’s the general & broad format, using broad modifiers, phrase match & exact match. How do they differ? Let’s use the keyword ‘clogged drain’ to explain the formats:

clogged drain

That’s the broad match format. No modifiers, no extra punctuations, just the word itself. Any search terms with words just remotely similar to ‘clogged’ or ‘drain’ will trigger an ad from the ad group. As an example, perhaps the search term ‘stuck water drain’, ‘draining hook’, ‘clogging solution’, ‘clogdrain’ or ‘clogging drains

+clogged +drain

The broad modifier allows for the ads to show up when the words are synonyms with each word. As an example, ‘jammed sewer’ or ‘clogging drains’, ‘drain clogged’ can still trigger the ad, but not ‘draining hook’.

“clogged drain"

The phrase match modifier only triggers the ad when it’s in this phrasal order & the word’s close variants. I can find this ad if I search ‘clog drain’ or ‘how to clear a clogging drain’, but not ‘drain is clogging’ or ‘drain clogged'.

[clogged drain]

The exact match follows exactly what the keyword says and the phrase’s close variants. While ads may show for ‘clogged drain’ or ‘clog drain’, the search terms ‘deep clogged drain’ or ‘clogged drain service’ won’t trigger my ads.

To summarize, these are the available modifiers for your keywords, which you can manipulate to make your ads appear more often for broad & general keywords, or to make your ads appear only for a very niche industry so that the clickthrough rates are high. Keywords are what I consider as the backbone of CPC advertising, since the ads rely heavily on them.

http://www.searchenginemarketing.com.my/

You can read back on other posts related to Google AdWords here:

Freelancing

Google AdWords - The Introduction & Structures

November 06, 2017
By Tatoru Yuki
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There's a certain level of hype on this whole keyword research & cost per click thing, especially if you're working in a company with strong intents on advertising for their business online.

Here, I’ve been working at Panpages, a Google-certified company – psst, Google Premium Partner status! - for just about 3 months now. Not a long time at all, but 3 months’ worth of experience doing keyword planning, making text ads & their extensions, manually setting Cost Per Click (CPC) bids, tracking conversions & optimizing these campaigns…

Well, I think I know the basics at the very least. If you are not so interested in reading through long blog posts, we do have a simple form ready for you here so that you can request for more information and sign up for the services if you find us persuasive enough for you..

So let’s assume these details for the upcoming explanations:

Let’s say you do plumbing services and your company, Plumbing Pipers. Co, provides plumbing services up to 25km around your workplace, which is based in Bandar Sunway, Selangor. Your official working hours are 8a.m. to 5p.m. on weekdays, but you do work at other hours where needed.

Google AdWords – The Structures

Google AdWords has this basic structure:

Account level

You have your account. It’s unique to your e-mail address. Let’s name it Plumbing Pipers. Co so that you know it’s an account for your company. Usually it’s just one account for each client/ company, simply as an efficient way of organizing the interface. Each account also can only have one time zone and currency and cannot be changed after setting these.

Campaign level

The campaign can be based on search, display, search with display select, video, shopping or universal app advertising. Search advertising runs on only text, while display ads let you advertise with images, lightbox ads, Gmail ads and more. If you want your ads to appear before YouTube videos or in stream with other YouTube search results, video ads are your best friend. Now, if you search for a certain camera brand on Google, you might see a bar of product images with their product name, price and website where you can buy it from. That’s shopping ads. Universal app advertising allows you to advertise in phone apps or in the Play Store/ App Store.

Depending on what resources you have and your business needs, you use different types of campaign. We are going to go with search advertising for reasons further explained below, so let’s name this campaign Plumbing Searches.

Campaigns are where you set your daily budgets, location targeting and ad delivery hours among other settings.

Ad Groups

This is where you usually start segmenting. Each ad group contains your text ads & keywords. It’s considered one of the best practices to segment your products and services so that the ad relevancy & expected clickthrough rate (CTR) will increase, helping you to get better quality score and higher ad ranks. Higher ad ranks mean that your ads show up higher on Google search results!

You can have, for example, three ad groups targeting different services required from your company “Pipe installation”, “Leakage & minor repairs”, and “Drainage system mapping”, for example. With time, if you find that the search terms in a particular ad group can still be further segmented, just add a new ad group that’s more niche towards the specific product/service.

Text Ads & Keywords

Text ads and keywords have to be added at the ad group level. Taking back the example for ad group ‘leakage & minor repairs’, I can add the relevant keywords that I think people search for or do a proper keyword study using Google Keyword Planner to find the best keywords that fits the ad group. More to be explained about keywords in the next blog post.

The text ads meanwhile, consists of Headlines 1 & 2 with a 30-character limit, and a description line of 80-characters maximum. You can put a path link for your display URL here as well. Dynamic keywords are a good feature to use in text ads so that the ads appear more relevant for the users. More to be explained on this in the next blog post!

http://www.searchenginemarketing.com.my/

So, with the basic structures of Google AdWords covered, how does this work exactly? All these information & procedures might sound tedious to go through, and so here comes the shameless self-promotion. I do work in this sector afterall, and so if you want to know more about how Google AdWords can help you or perhaps if you are thinking of signing up for AdWords services, our company provides this service where we plan, run and optimize your campaigns for you so that your potential clients can find your business whenever they are looking for you! You can sign up at this link so that we can provide you with more information or help guide you through the process.

You can read back on other posts related to Google AdWords here:

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Of Dynamic Keywords & Ad Extensions

Google AdWords - Steps To Prominent Text Ads

AdWords Search Advertising - The Keywords

Google AdWords - The Introduction & Structures

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