Top 5 PPC Fails to Avoid

Whether you’re a PPC novice or have been doing paid search for a long time, there are certain mistakes you especially want to avoid. Some of these mistakes are trivial, while others can lead to a more serious problem. Don’t fall victim to these common fails!

1. Typos and Misspelled Words in Ad Copy

seo-moz-fail This can even happen to the biggest and best brands. Typos reflect badly for a brand and make paid ads look unprofessional and possibly even untrustworthy. Another pet peeve is awkward and grammatically incorrect ad copy. You’re limited by word character but come on! Put a little effort into it by running everything through spell check and reading it aloud.

2. Not Using Geographic Targeting Or Using It Incorrectly

In California, doing a search for something in Hollywood shouldn’t bring up a PPC ad for Hollywood, FL! Similarly, Pasadena searches shouldn’t bring up Pasadena, TX and Mesa searches shouldn’t display Mesa, AZ ads! This is a novice mistake but it can definitely cost you.

3. Not Evaluating Negative Keywords List

Negative keywords are a must. On top of that, your PPC manager should analyze and update the list on a continuous basis. In PPC, the emphasis on the words that do matter can be overwhelming. But this doesn’t mean that the negative keyword list should be neglected, as it can be equally important.

4. Pushing Paid Ads to the Home Page Instead of a Specific Landing Page

This still happens more often than it should. When a potential customer clicks on a PPC ad, they should be taken to a specific page with the information they are looking for. 99.99% of the time, this page should NOT be the home page of your website. If you have an outside company handling paid ads, occasionally check the ads by scrolling over the URL to see what landing page it is being pushed to.

5. Failure to Test, Monitor, and Improve Ads

Although paid ads seem like a good place to perform experiments… it really isn’t! The ads, landing pages, copy, and calls top action should be carefully planned out, like a controlled scientific experiment. This means that the best ad copy is tested, progress is measured, and the dead weight is clear. Ask your PPC manager about the steps that are taken to ensure that your PPC ads are working most effectively and efficiently.

Need an Experienced PPC Consultant?

At Emarketed, we are a Google Partner certified in Search Advertising. If you need assistance with advertising on Google, advanced AdWords support, or overall execution of an online marketing plan, call us today (323) 340-4010 for a free consultation.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

PPC: More Search Volume, Please

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No matter how your PPC campaign is currently performing, more relevant search volume will help drive traffic to your website. In turn, this can lead to more conversions and more profit! No complaints about that…

Increase Your Budget

It’s a no-brainer that increasing ad spend can help increase search volume for a campaign. The thing to note here is to NOT do it blindly. Review historical data and trends so that the extra money is put into areas where it will really make a difference:

– Analyzing CPC and KPIs
– Increasing the budget for the best performing keywords, rather than just increasing your daily spend across the board
– Pausing extremely low search volume keywords and putting that money into higher volume keywords

Changes from a Technical Standpoint

Basing PPC decisions off of data will better help support your overall strategy. Instead of comparing month to month, it’s even more accurate (if possible) to compare year on year:

– Take a good look at the Search terms report for a longer period of time (90 day or year to date) to view best performing queries
– Change from exact and phrase match to broad match
– Using keyword insertion

Need PPC To Do More for Your Company?

Pay per click isn’t the easiest online marketing strategy. It can be especially frustrating in industries with low volume search terms. Contact us at (323) 340-4010 and our Los Angeles pay per click managers will help review your campaign and see if you’re getting the most out of your budget.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Pushing Phone Calls Through PPC

phone-call-ppc For most service based industries, higher quality leads come through when the potential customers call your business, rather than when sending a message or filling out a form. With the growing trend of mobile device usage, it’s no surprise that business owners would rather push phone calls on paid ads.

Why You Want Customers to Pick Up the Phone

Customers who are ready to make the call are often near the end of the decision stage in the buying cycle and ready to buy. These are the customers you want to capture. When customers call on the phone, it gives the business the advantage of having a personal interaction. That is, if you don’t have exactly what they want, you can always work with them to find another solution that will solve their problem. The customer may also reveal more things to you in person (on the phone) than what they will put on a contact form or email. Online messages often present the problem of playing email or phone tag. But when you have a live person on the phone, problems can be solved faster, needs can be met, and more conversions will take place!

Take Advantage of PPC Click Call Only Ad Formats

Ad choices for mobile campaigns are great because they make clicks to calls so easy and attractive. There’s no hassle of remembering or writing down the phone number to dial or call at a later time. In the time of instant gratification, it will make customers extremely happy to know that they can call at the touch of a single button and get their answers solved. It’s up to your business to be set up and equipped to handle these calls so that you can meet the expectations.

Ads created in call-only campaigns are fine-tuned to show only on mobile devices that are capable of making calls. Clicks on these ads will only generate calls — they won’t link to a website. These ads also are very flexible with how they can appear. Each line of your ad could potentially be hidden in order for the entire ad to look its best on any mobile phone.

When you create a new ad in your call-only campaign, you’ll be asked to enter a phone number for your business. In order to verify your ad and number, we’ll ask for a verification URL, which should lead to page that displays your phone number.

You can read more here: https://support.google.com/adwords/answer/2453991?hl=en

How to Make Calls Work with Your PPC Ads

Before a potential customer decides to call your business, it’s essential to make your ad appealing and give them incentive to call. The starting point of paid ads are always the ad copy and keywords you choose to target, so call-only PPC ads aren’t any different.

Phone calls are also a good way to measure your business growth in tangible numbers. Keeping track of the amount and types of phone calls will also help you predict and forecast future business.

If you’re looking for an increase in phone calls, PPC ads are a great place to start but you have to make sure that your business is equipped to do so. Give us a call today at (888) 347-7757 if you have any questions about PPC ads or if you need an evaluation of your campaign.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

How Do You Best Describe Your PPC Goals?

ppc-goals At Emarketed, we’re huge advocates of PPC as an effective marketing tool. Today we’re talking pay per click marketing goals. Which one does your business best identify with?

Not Meeting Goals

So many goals, so little time. If your business is having a difficult time reach any goals with PPC, it’s time to reassess. With pay per click, it’s important to set short term as well as long term goals. While short term goals should help your business with conversions NOW, long term goals need to be in line with the future of your website and online presence as a whole. If your business is having this problem, it’s time to enlist the help of an experienced PPC manager.

Goals Are Conflicting

How do you maximize your ROI while staying on budget? Sometimes, this can be very hard to manage. Some campaigns rely on reaching a certain spend per time period. While others want to maximize the ROI while spending as little as possible. When you’re under the pressure of both, your PPC campaigns may suffer. It’s helpful to recognize these conflicting goals and prevent them from crossing paths. This usually means monitoring spend very closely, on a daily basis and even hourly if needed. Again, another example of why having a PPC management team will save your business time and money.

Meeting Goals But Not Getting Customers

Are you getting website clicks, form submissions, and calls from PPC ads but no real business? These inconsistencies can make it very frustrating to any business owner. This type of problem requires further testing and analysis into landing pages and ad copy. What is it that brings customers to your website but prevents them from taking the next step? Understanding customers and the user experience is just as important as properly managing paid ads. Take the next step yourself and solve the disconnect so that your PPC ads can be working hard, the right way for your business.

What Goals?!

If you’re just starting out with PPC or don’t have time to set real goals, it’s never too late to start. Setting realistic goals will help your business benefit from paid search. Contact our qualified PPC experts today for a free consultation and audit of your campaign. We look forward to hearing from you – (888) 347-7757.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Stay on Top of AdWords New Features & Updates

stay-on-top Google organic search results aren’t the only lucky ones to get updates. According to Google, there have been OVER 200 product and feature updates in AdWords in 2014 alone. It’s not surprising, since Google’s team is working all the time so that these updates will help advertisers better reach their business goals. In addition, Google is always welcome and asking for suggestions and taking user comments into consideration with these changes.

Here are two recent additions to AdWords that we’ll know you will find helpful:

New AdWords Features Page

To help you keep track of all the new updates and additions, bookmark this as your central hub for all-things AdWords. Here, you will see individual listings of each new change, along with a description of what to expect. It’s also conveniently organized by date so that you can go back to check anything you missed.

Google AdWords Best Practices

Instead of making assumptions or reading about what other people assume to be best practices for Google AdWords, you can now check out the complete series and read exactly what Google has to say. This series will cover almost everything you’ve wanted to learn more about including: keywords and targeting, ads, bidding, productivity, mobile ads, reporting, analytics and more. If you have a suggestion for another topic, please free to make that suggestion.

Call Emarketed for a Free Consult Today

Keeping track of all the AdWords updates and additions can be confusing and time consuming. There’s a lot more to PPC management than you initially thought. If you need help with PPC, contact us today at (888) 347-7757 for a free consultation. You have NOTHING to lose!

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Be Aware of PPC Company Scams

So, you’ve decided to start PPC or begin searching for a new management company. There is so much to consider. Here’s a short list of things to be aware of when it comes to common scams associated with paid search:

ppc-scam

Third Party Reports

If a company fails to show you reports directly from Google but instead present their own fancy-schmancy version of a report, that’s definitely a red flag. Analysis and separate reports can be helpful, but make sure that you see the reports directly for yourself when it comes to charges to your account and what exactly you’re paying for.

No Transparency

Cost, clicks, and keywords are all something that you should be aware of at all times. This goes along with the previous item but it’s surprising to know that some clients don’t even get regular reports or updates of their PPC account. Some PPC companies operate under the impression that if they spend your budget of X amount in a certain time period, that’s all that needs to be done. This often happens in larger companies that employ salespeople who work separately from the PPC and creates a disconnect in what you’re being sold/told to what is actually happening with your account.

Other Clients and Charging Your Account

Speaking of larger companies, this is sadly not an uncommon practice: the company charges the client the budget amount (plus management fees) and puts that money into their large, master account where they manage multiple clients and web sites. In this case where your account is not charged directly from your credit card, there’s no real way to see how much of the budget was really spent, if all of it was spent at all. With that said, keep your eyes peeled as this is not best practice for PPC management.

If It Sounds Too Good to Be True…

If it sounds too good to be true, it most likely is. A PPC (or PPC salesperson) who promises #1 ad placements, free clicks, etc. cannot be considered 100% trustworthy. Don’t forget to read our accompany blog post: ‘How to Choose a Trustworthy SEO Company‘, all these can also apply when choosing a PPC company.

Choose a Reliable PPC Company

If you’re looking for a PPC management company in Los Angeles, look no further! We also serve clients nationwide. Emarketed is a Google Partner and an Adwords Qualified company. We serve industries including: Business-to-business, education, healthcare, media and entertainment, retail, technology, and more. Don’t hesitate to call us today for a free consultation. You have nothing to lose except getting in touch with a knowledgeable PPC.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Do Google Updates Affect PPC?

Each year, there are hundreds of Google algorithm updates ranging from minor, everyday adjustments to a handful of major roll-outs. SEOs can never seem to get a break from these constant changes. As to whether or not (and how) these organic updates affect paid search, isn’t so clear. But paid search managers still need to be aware of organic SEO fluctuations.

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The Mysterious Quality Score

Think of Quality Score as the sought after factor in PPC – the higher, the better. In organic search, there are MANY, not-so-transparent factors that determine search engine rankings. Although there are monetary components related to PPC ads, it can be argued that some tangible factors (such as CTR) correlate to organic search rankings.

Relevancy in Landing Pages, Keywords and Campaigns

Keyword quality and relevancy are now tied to landing pages in a PPC campaign. Before, Google didn’t scrutinize landing pages as much, with the thought that it was something users saw AFTER they clicked on an ad. But nowadays, landing pages are just as important as the ad copy and keywords themselves.

This mirrors organic search in that Google judges the copy of the landing page to what the user is searching for and deeming the content relevant or irrelevant to that query. For those unfamiliar with PPC, it means that it’s not all about bids and your budget. You can spend a lot of money but without following Google’s guidelines and recommendations, your PPC campaigns aren’t going to get your business anywhere.

Google’s End Game: The User Experience

Even though PPC and SEO can be very different, they’re more related than you think because the end goal is the same. Google wants content, whether paid or organic, to be relevant to the user. Having meaningful and useful content isn’t new in the SEO world, but PPC is definitely following this train of thought. Instead of treating PPC like a different monster than SEO, they can work together in some ways. Diversifying your online campaign is important and an AdWords Certified Partner like Emarketed can help. Contact us today.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

PPC Success for 2015

Pay-per-click campaigns are an excellent choice for businesses of any size. But beware, changing search and user behaviors will make it more difficult for PPC success. From understanding goals & budgets to setting realistic landmarks, it’s time to start NOW to ensure the success of your business tomorrow.

happy-new-year-ppc-success

Learn About the New Things

Nothing is truly “new” in the world of marketing or even when it comes to PPC. It’s all about what’s new and right for your business and industry. Dynamic ads for PPC is relatively new and quite successful in e-commerce settings.

Ads are more powerful when they create a tangible sense of urgency. See the difference between these two ads:

1) End of Year Sale – Today Only!
2) Shop Our End of Year Sale – 5 Hours Left!

It’s about replacing static text with dynamic text in ads and even landing pages, which can greatly improve your ROI. Users are more likely to respond in a positive way to engaging ads, and dynamic ads can be an answer to that problem.

Improve Tracking of Leads

Depending on your field, PPC can be quite competitive and expensive. Without accurate lead tracking through call and Analytics tracking, you might as well be wasting the money you’re spending. It’s ineffective if you’re not tracking how users convert, where they come from, and how much it’s costing your business. The bottom line of PPC isn’t just how much your budget is plus management fees, it’s proper tracking analysis of customers so that you can improve your campaigns and lower your costs to get those customers.

Focus on Potentially High Converters

Your PPC manager should be regularly checking keyword-level Quality Score against conversions. The goal here is to check on ads with high quality scores but no or low conversions and bump it up. Half the work is already done for you, so the heavy lifting comes in on how to capture those conversions. Think in terms of user-friendliness and what a potential customer would like to see.

Gain Insight with Better Scheduling

Over time, the history of your campaign becomes very valuable. This is, the ratio of conversions compared to clicks. This can be monitored with third party tools such as Raven Tools. You’ll be looking specifically to compare days, even down to the hours that occur for your best performing ads. For example, knowing that your customers are searching and clicking after work hours until bed time is valuable so that you can target most (if not all) of your efforts to that block during the day.

Contact a PPC Company Today

Analysis and understanding of PPC campaigns can be complicated. Make sure your paid search campaigns are ready for 2015 and contact Emarketed with any questions today.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

What To Do If Your PPC Campaign Has ‘Hit the Wall’

When managing a pay per click campaign, unfortunately there may come a time when you feel like you’ve hit the proverbial wall. Due to exhaustion, time constraints, budget or maybe you just don’t know… but your campaign may not be working for whatever reason and you just don’t know what to do about it. Instead of doing the same old thing and expecting different results, here are four alternatives that are worth your time:

ppc-hit-wall

Invest in Different Types of Paid Ads

Bing, Yahoo, Facebook, retargeting, remarketing, email and more. There are many types of paid ads to choose from and diversifying your traffic from Google might not be such a bad thing. Depending on your budget and industry, it can be the change that you’re looking for. It’s well-known that these other types of paid ads won’t give you the results like Google does, mainly due to the amount of market share Google has… but customers who click on these other ads are definitely of another demographic that you can tap into. Not to mention that Yahoo is now the default and preferred search engine of the latest version of Mozilla Firefox.

Review Opportunities for Keyword Expansion

Getting your ads viewed by and clicked on by more relevant people is the ultimate goal in PPC. One way to achieve this is to find and fine-tune all related keywords. New keyword ideas and opportunities can be found by researching competitors, viewing organic queries in Google Analytics and Webmaster Tools, as well as using traditional free and paid keyword tools. These keywords can help boost your PPC traffic and give you the traction that you’re looking for. Remember to review keywords and negative keywords regularly to avoid falling behind on your campaigns.

Review Ad Copy and Calls to Action

On paper, your pay per click ads might look like they’re performing well. But if you’re getting the clicks and conversions aren’t matching up, the copy might be the problem. There are many ways to test copy including: using numerical values (30% off) versus BOGO (buy 1 get one half off) and more. Advertising specific deals and the language you use is important, especially in highly competitive industries.

Another problem is that your ad copy may not appeal to the average reader or the content on the landing page doesn’t help them solve a problem. There may be no sense in urgency to contact your business for further assistance. Simply put, your PPC ads may need to be “dumbed down” and worded more simply. When it comes to PPC ad copy, there is always room for improvement and better conversions.

Conduct an Audit of Your Campaign(s)

Sometimes, it really helps to get a fresh set of eyes on a difficult campaign. Much like website audit, a one-time thorough review of your campaign can help you tackle problem areas. You’ll feel better walking away knowing that there are new specific steps you can take action on in order to  Contact a Google AdWords Qualified Company like Emarketed for a comprehensive evaluation. We serve a variety of different industries, including: Business-to-business, education, healthcare, media and entertainment, retail and technology.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.

Google AdWords Mobile Best Practices

Today mobile search is much different than what it was 1 or 2 years ago. Before the smartphone boom, phones were used as a secondary device, maybe as a way to browse something that you would purchase later elsewhere… like on your “real” computer or at an actual store. This quarter so far, about 38% of paid ad clicks came from a mobile device according to a study. Don’t you want to make the most of your paid ads on mobile devices?

Google has conveniently released a PDF checklist of mobile best practices for Google AdWords. If you’re handling your own PPC account, it’s a must read. If not, it’s still best to ask your PPC consultant if your campaign is being maximized for mobile devices. Here are some things to check off:

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Mobile-Friendly Ad Extensions and Formats

The same rule of SEO applies – think of user experience first. Help increase the clickthrough rate (CTR) of your ads by making it easy for potential customers to find your business location, products/services and other important details. This can be achieved by adding call extensions and location extensions.

Create a One Stop Shop for the Important Information

You get less room when it comes to mobile ad space, so make sure to put all the important information and other calls to action in the headline and description line FIRST. Even on line 2, some text may not show up on mobile devices, so put all the important information front and center.

Be Creative in Your Confined Space

Even though your space and text is limited, it’s best if you can separate the two lines into two separate sentences. In some cases when your mobile ad shows, line 1 will be promoted as the title while forming a longer headline, so that the next sentence in line 2 will also show.

Target All Mobile Users

Ideally, your website is mobile friendly or responsive. If this is the case, don’t limit yourself by only targeting certain mobile users. It’s best to target mobile traffic from all devices, as it’s only expected to keep growing.

Be Mobile Friendly, Even If Your Website Isn’t

In some cases where a website isn’t very mobile friendly, you can still benefit from mobile traffic by implementing call-only ads. This type of paid ad encourages calls directly to your business and will help potential customers as well.

If you have a question about pay per click ads, don’t hesitate to call us or request a proposal today.

Matt Ramage is founder of Emarketed a web marketing agency located in Los Angeles. He loves coffee, good design, and helping businesses improve their look and getting found on the Internet.