Google Updates Ad Policies
Google recently made several updates to their ad policies. Google continues to restrict certain businesses from advertising on Google Ads and also continues to be more stringent with certain types of businesses and headings.
It’s important for advertisers and agencies to keep abreast of these changes, as violating these polices could results in an account suspension without notice.
Some businesses are more affected than others, and we continue to see Google become more restrict regarding financial services, healthcare and medicines,
Here’s Google’s official announcement regarding ad policy changes:
On July 28, 2020, several Google Ads policies that serve to protect users were updated to better inform advertisers as to the severity of violations of these policies and if they will result in account suspension without notice. Additional clarifications were also made to the policy language to be more clear as to what falls in scope of these policies:
Google Ads has recently issued advertisers credits to help advertisers with the impact of the COVID-19 virus.
This is to help businesses face the challenges of the economic downturn over this pandemic. The ad credit is automatically applied to your promotions tab in your Google Ad account and is valid until December 31, 2020. Any credits will automatically be deducted from advertisers ad spend.
The amount of credit seems to be dependent on an advertisers ad spend, so each business may get a different ad spend credit. So far, I am seeing a range of advertiser credits from $300 up to $750.
You will want to login to your Google Ads account (ads.Google.com) and should see a banner notification across the top of your account. If not, hit the drop down under the tools tab (wrench icon) and click the promotions tab to see more details.
Any credits will automatically be added to your Google Ads account, so there’s nothing you need to do. Don’t contact Google regarding this or try to request a larger credit.
“Updated on June 16th with additional information on the ad credit application to eligible Google Ads customers. By the end of this week, ad credits will be launched in Australia, China, Germany, India, Italy, New Zealand, Spain, Taiwan, and Ukraine, United Kingdom, United States. The ad credit automatically offsets future spend; no action needed. Check back here for further updates on which countries have launched.
We want to help small and medium-sized businesses (SMBs) stay in touch with their customers during this challenging time. That’s why we’re giving our SMB customers worldwide $340 million in ad credits, which can be used towards future ad spend, until the end of 2020 across our Google Ads platforms. This is part of a larger commitment from Google to support SMBs, health organizations and governments, and health workers on the frontline of this global pandemic.
This page provides additional information and will be periodically updated. As an additional resource to help you manage your business through uncertainty please visit the Google for Small Business site.”
If you have questions about this or need help, you can contact PayPerClickAuthority.com at 720-600-0515 or email me, Steve Pitt at [email protected]
Businesses in this day in age are looking for any way to get ahead of their competitors via target marketing.
However, there are many different ways to go about that, but none as constructing as pay per click advertising. PPC will enable you to use tactical approaches to get in front of your customers and only pay for those that click on the ad (hence the name).
Needless to say, you’ll want to make sure you have the right mindset when using said campaigns.
Here are the best pay per click advertising strategies for you to use in your business’s ongoing digital marketing plan.
1. Focus on Keywords
It shouldn’t come as any surprise that keywords play such a vital role in your pay per click endeavors. They’re already prevalent in digital marketing strategies such as search engine optimization and social media marketing.
If you’re going to be zeroing-in on your target audience, you need to be using the keywords that they’re searching for.
You can find those keywords by performing keyword research, asking your current clientele, or doing a bit of online searching yourself.
Your best option, however, will be to team up with a professional PPC management expert. They’ll have the experience and know-how that you’ll need to find relevant keywords and hunker down on using them in every pay per click ad that you push out.
2. Be Diligent, Not Eager
Various search engines (Google included) will tell you that, by using their site, you can have an advertisement up and running within a few minutes.
That’s true… but there’s no way that advertisement you set up within a “few minutes” will yield you any return. It takes much more planning and approach than that.
For that reason, you’ll want to have a thought-out plan on how you’re going to attack your pay per click campaigns before you send them out to the world.
That’s yet another reason why using a pay per click agency is such a benefit to your new initiatives. They’ll help you create an organized strategy, then oversee your campaigns’ success after you’ve pushed them into the marketplace.
3. Prioritize Call to Actions Over Everything Else
You could have the most eye-popping, heart-warming, soul-searching advertisement in your industry, but if it doesn’t include a call to action then you’ll miss out on a lot of website visitors.
Try to have your call to actions list out draw people into them. Just a few more additional words can make the world of difference.
For example, rather than saying “start your consultation” on your click button, have it say “start your free consultation”.
The word “free” implies that they have nothing to lose, yet everything to gain from clicking on your ad. It won’t cost them anything to click your ad and fill out the consultation form that you have on your website.
4. Set a Budget
As with any other aspect of your business, the pay per click strategy you’re putting into place should start with you setting a budget.
If this is your first time investing in a pay per click area of your marketing strategy, then don’t hesitate to go big or go home.
As long as you’re setting yourself up for successful campaigns, you’ll undoubtedly see a significant return.
However, make sure that you aren’t skimping out on this area of your marketing plan either. It can be a game-changer for your business, but you have to be willing to invest in order to make that happen.
Many companies make the mistake of being too hesitant when venturing off into different areas of marketing they’ve never tried before. By doing so, they miss out on a sizeable return the first month.
Split your pay per click ad budgeting into different months. Spend a little more in the first month to get things rolling, then create a set budget to use for it every month thereafter.
5. Don’t Just Target Prospects
One huge mistake that many people make in their pay per click advertisements, in general, is that they focus too heavily on reigning in new prospects.
While that’s certainly a big part of the equation, it isn’t the end-all-be-all of your marketing strategies.
Remember, you still have to convince your previous customers to come back again and again in order for them to build customer loyalty with your brand.
The previous customers won’t take as much convincing in order to compel them to click your ad, but there still needs to be a strategy involved.
For example, say you (the customer) once clicked on a PPC ad for a basketball shoe company called ABC Shoes and bought a pair of shoes from their site.
Then, the next time you’re visiting a different website, you notice a PPC ad for ABC Shoes that are showing off the pairs of shoes you clicked on but didn’t end up purchasing.
Those shoes you’ve shown interest in are enough to draw you back into visiting the site again.
Always use PPC ad campaigns for both new prospects and old customers. They both play an essential role in your business!
Integrate the Best Pay Per Click Advertising Tactics Into Your Strategies!
Now that you’ve seen some of the best pay per click advertising tactics to use, it’s time to use them in your initiatives moving forward.
Be sure to read this article on creating the right Google Ads bidding strategy for more information on that side of the PPC industry.
For more inquiries, please feel free to reach out via our contact us page and we’ll be happy to assist you further.
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Pay-per-click (PPC) website visitors are 50% more likely to make a purchase than organic visitors. If you’re not using PPC advertising to boost your business, you’re likely missing out on a big chunk of customers.
Planning, creating, and maintaining your PPC campaign can take a lot of time and energy. If it’s your first time, you’re bound to make a few mistakes. Unfortunately, those mistakes can become costly.
You don’t have to go for it alone! Instead, consider hiring an experienced PPC management company to handle your campaigns.
On the fence about outsourcing? Here are five reasons you should hire PPC experts to help!
1. Maximize Your Time
First off, you’re already busy running your business. Trying to learn the intricacies of PPC advertising takes time and effort. If you don’t take the time to learn the platform, you could end up wasting money.
Different platforms work differently, too. Do you know which platforms are best for reaching your target audience? If not, you might end up gaining experience by trail and error.
Learning that way will cause you to waste your advertising budget. At the same time, you’ll likely miss out on opportunities to reach your target audience.
Trends change all the time, too. In fact, Google changes its algorithm for search engine optimization (SEO) throughout the year. If you’re already busy trying to learn SEO marketing, learning PPC on top of that could drain your free time.
Don’t waste your valuable time and energy trying to learn PPC advertising.
Instead, consider hiring a PPC management company to handle your PPC campaign.
They already know and understand the complicated platform. They can complete everything for you, including:
- Keyword research
- Target audience research
- Determining targeting criteria
- Organizing keywords into ad groups
- Writing your ads
- Creating your campaigns
- Developing landing pages
- A/B testing
- Analyzing and optimizing
It’s not enough to create your campaigns. You also need to continue checking on them as they run. Otherwise, you’ll fall to optimize your campaigns so they perform at their best.
Learning how to read and understand this data might seem confusing. An experienced PPC management company will know what they’re looking at. They can save you valuable time you could otherwise spend focusing on your business.
2. Leverage Their Expertise
The best way to learn how to run your PPC campaign is to learn from experience. With multiple campaigns over years of advertising, you can develop the expertise needed to run more effective campaigns.
Chances are you don’t want to wait years for your campaigns to generate results.
Instead of developing that experience and expertise yourself, you can outsource the work to a PPC agency. They already have the expertise you need. As a result, they’re able to get your campaigns running from the get-go.
Campaigns need ongoing attention, too. Once the PPC management company creates and activates your campaigns, they’ll keep track of the performance. Their experience has taught them what to look for in a well-run campaign.
Have an experienced PPC expert manages your ads. Then, you can ask them any questions you have about your campaigns.
Which keywords are generating the best results? How did they determine your target audience? Does your website need updating to improve your ad performance?
An experienced PPC management agency will consider these factors before they run your PPC campaign. By planning ahead of time, they’ll save you money in the long-run.
The stronger the start, the more likely you’ll reach the top of a search page. The higher your ads rank, the more clicks and website visitors you’ll attract. More visitors means the opportunity for more leads, conversions, and sales.
Their experience can help you start generating results as soon as possible. With an experienced agency’s help, you can grow your business with ease.
3. Make Changes Quick and Easy
If your PPC campaign is attracting clicks but no conversions, you’re losing money. You’ll need to make changes quickly. The longer you wait, the more money you’ll lose.
The day-to-day operations of your business will probably need your attention first. Unfortunately, delaying changes to your campaigns can get costly.
Allowing a PPC agency to manage your campaigns means making changes is quick and easy.
They’ll recognize issues with your campaigns and already know the best possible solutions. Remember, they’ve dealt with PPC campaigns before. They can use their own experience to make changes quickly.
The faster they make those changes, the better for your campaigns and ROI.
4. Access to Expert Tools
It’s important to start your PPC campaign with a plan and the right tools. Otherwise, your campaigns could fail.
You’ll need to research target keywords, your audience, negative keywords, and ad copy. That’so only the start. Thankfully, having the right tools can make the process faster and more effective.
Spending money on tools you’ll only use once or twice is a waste of money. By letting a PPC agency handle your campaigns, you don’t have to buy those tools yourself. Instead, it’s a part of the service!
These tools will make it easier for the agency to plan effective campaigns. They’ll learn all about your customers and competitors to create a strong campaign plan. Then, they’ll continue using their tools to make sure your campaigns run strong.
Getting that head start can help you save time and money.
Otherwise, you’ll end up making costly mistakes trying to manage your campaign alone.
5. Smarter Spending
According to Google, businesses make an average of $2 in revenue for every $1 they spend on Google PPC advertising. You can make even more money from your campaigns if you develop a strong, thorough strategy.
Otherwise, you might as well throw your money away.
An experienced PPC agency will recognize the best keywords to target. They’ll create a plan that focuses on your brand to grab the consumer’s attention. Every decision they make will ensure you’re using your advertising budget effectively.
They’ll also know which tactics to use to strengthen your campaigns.
For example, they can use keyword insertion to maximize clicks. They might also use single keyword ad groups to improve your quality score.
These tactics can improve your entire advertising strategy to maximize your ROI!
Expert PPC Management: 5 Reasons Why You Need to Outsource Your PPC Campaign
By hiring an expert management company, you can start your PPC campaign on the best possible start! Their help will maximize your ROI, allowing you to build your business one ad at a time.
Ready to start generating more customers with your campaigns? Schedule a free consultation with our team today!
According to a recent Google report, businesses earn $8 for every $1 they spend on Google Ads. The good news is that just about every business, whether small or large, can find value in the Google Ads network.
Of course, even an ideal business can have trouble getting started on Google Ads. Many marketers expect immediate results and throw in the towel before they can optimize their bidding strategy. But if you stick with Google Ads in the long run, you can enjoy some of the best marketing ROI available.
Need help getting started with your Google Ads bidding strategy? Here’s an in-depth look into finding success on the platform.
1. Determine Your Cost-Per-Action
What is an action? It’s a task you want your potential customers to undertake. It could mean signing up for the newsletter, buying your product, or visiting your website.
Your PPC advertisement will no doubt ask customers to make one of these conversion actions. Before you search for keywords or prices, it’s important that you get a handle on a targeted CPA. After all, if it costs more than you gain through conversions, your PPC campaign isn’t worth the cost.
Let’s figure out the most you are willing to spend per action. If your PPC advertisement asks visitors to purchase a pair of $60 shoes, then your conversion is worth the profit margin for that product. We will say you make $12 for every purchase of $60 shoes.
To profit or break even, your CPA cannot exceed $12. The cost per conversion depends on the success of your PPC campaign. This means you will have to set initial bids before you can optimize your CPA.
2. Start With Manual Bidding
If your business is new to the Google Ads network, you may be tempted to take advantage of automated bidding. This option allows you to target preset bid strategies that can help you reach your conversion goals. The problem is it’s easy to throw off the bidding algorithm, which can reduce the potency of your entire campaign.
For one, Google Ads requires a high volume of conversions before you can use automated bidding. If you are on the lower end of the conversion scale, the algorithm will have a limited data set to inform its decisions. Smaller businesses may not have the budget flexibility necessary to maintain an automated bidding campaign, as sudden alterations can lead to exorbitant ad spend expenses.
Manual bidding is the best bet for any new business getting started with PPC advertising. Even if you aren’t experienced with Google Ads, it’s easy to set an initial keyword bid.
First, turn to the Google Ads Keyword Planner. This tool can help you find new keywords, but its true value comes from displaying suggested bids. CPCs fluctuate due to factors such as location, competition, and industry, so this data can give you a firm foundation relevant to your business.
Once you’ve trimmed your list of potential keywords based on efficacy and price, analyze their individual metrics. For example, you can see exactly how much it will cost to land on the first page of the SERPs. Betting the bare minimum will result in your ad landing at the bottom of the page, so increase the payout to claim a spot somewhere in the middle.
These initial bids will serve as the beginning of your Google AdWords bidding strategy. PPC tools can help you get started.
3. Make the Jump to Automated Bidding Strategies
Automated bidding will become more accurate as your conversion volume increases. At a certain point, you can consider switching existing campaigns to automated bidding or testing automated bidding with new keywords and campaigns.
There are 12 ways to bid on Google Ads. What do they all mean? We’ll cover the most common.
CPA Bidding Strategy
Most businesses will use the CPA strategy. This maximizes conversions according to the cost-per-action that you select. The Google algorithm will use the CPA as an average, so some bids may cost more than your preset designations, but others will cost less to compensate.
Maximize Conversions Bidding Strategy
If you’re not worried about your return on investment or don’t have enough data to select a CPA strategy, consider maximizing your conversions. It’s an extremely simple technique so long as you know your daily marketing spend available to allocate.
Set your daily spend and Google Ads will maximize as many conversions as possible within the budget. It’s not the most effective bidding strategy, but it’s a no-fuss way to get started or try and find your footing.
ROAS Bidding Strategy
ROAS is an acronym that stands for “return on ad spend.” This option optimizes your conversions based on your desired return.
Remember that you stand to make $8 for every $1 you spend on Google ads. This would give you a ROAS of 800%.
Maximize Clicks Bidding Strategy
Most of these strategies are built around the idea of driving a sale, but you can run a Google Ads campaign simply to bring traffic to your site. If this is your goal, select the maximize clicks bidding strategy.
After selecting your daily ad spend, Google Ads will seek to maximize the number of click-throughs you receive through your ads.
Impression Share Bidding Strategy
Larger companies may seek to build a brand presence. If so, Google Ads now has a new type of bidding strategy known as impression share bidding.
Your advertisements will appear up to 100% of the time on related search engine results pages. Costs can skyrocket out of control, so reserve this strategy for inexpensive keywords.
Need Help Selecting a Bidding Strategy?
Trial and error are essential to finding success on the Google Ads network. While one bidding strategy may work for a competitor, that doesn’t mean it’ll work for you. Test a variety of different strategies and keywords until you discover the results you’re looking for.
Many businesses find value in outsourcing Google Ads management. If you are struggling to find success or do not have the time to run a PPC campaign, turn to the professionals. Reach your goals with the help of an experienced Google Ads agency.
PPC offers immediate benefits to your business.
You can boost online traffic and get leads faster with PPC campaigns.
In order to succeed in your PPC strategy, you have to use PPC tools. You have to use the best PPC tools that will optimize your strategy and bring in more profit.
You have to find PPC tools that can create and breakdown your campaigns. You want tools that can monitor your data over periods of time.
Based on your budget, you want the tools that don’t limit your campaigns. On the contrary, you want tools that will give your campaigns more freedom.
Here is a guide on of the best pay per click tools for your campaign.
1. WordStream PPC Advisor
WordStream PPC Advisor offers small businesses an affordable way to make the most of their PPC campaigns. Businesses don’t have to worry about hiring experts.
Another benefit of WordStream PPC Advisor is that you can use the 20 minute work week tool to analyze your campaigns and see how you can make improvements.
You can also create campaigns and make adjustments based on positive or negative keywords.
WordStream PPC Advisor is priced at $264/month for 12 months or $299/month for a 3-month plan. They also offer businesses an affordable plan to make the most of their PPC campaigns.
You can find more information on the diverse PPC services we offer to businesses.
2. Google Ad Editor
Google Ad Editor makes creating ads simple. You can import files from a dashboard and get insight into advanced reporting.
You can also create and assign a bidding strategy to campaigns for maximum effectiveness.
Different from WordStream PPC Advisor, Google Ad Editor doesn’t give you automation choices. You have to be savvier with your controls. Manual monitoring and changes are required more of you.
Adespresso is perfect for Google, Facebook, and Instagram ads.
You can create ads and manage them on these platforms. You also get in-depth reporting based on a date range or demographics.
What makes Adespresso different from other PPC tools is that you can create a campaign in minutes instead of hours. You can enjoy this luxury and create multiple campaigns in less time.
Adespresso is the one-stop PPC tool to control all your campaigns. It’s why it’s so effective for businesses with multiple campaigns.
If you are just starting PPC campaigns, SEMrush is the perfect place to start. You will find a simple keyword search as something useful when you create a campaign.
As you get more used to SEMrush, you can use the site to find more tools to grow your website.
The reporting mechanism is one of the best features of SEMrush. It gives you insight on keywords to complete analysis on the websites you are competing with. You can see how your competitor’s websites are performing.
Opteo is an advanced diagnostic tool. You’ll also find that Opteo can measure your performance.
Opteo also offers advanced metrics that other tools don’t use. For instance, you can find how a single keyword is performing in your campaign or you can see how an entire campaign is performing.
You can see how Adword campaigns are performing and make adjustments. You can also create timelines to see how your campaigns perform over specific periods.
Spyfu is just as the name implies, a spy tool that provides insight on competitor websites. It provides the most profitable keywords that you should be using.
You can search for a domain name and see everything about it. For instance, put in a domain name at Spyfu and you can see where it shows up on Google. The information it shows is from the last 13 years.
Another benefit of Spyfu is that its tracking tools are relevant. In other words, they find measurable metrics that Google finds valuable.
7. Bing Ads Editor
Bing Ads Editor is similar to other PPC tools. It gives you the option to research keywords, figure out how much to spend on bids, and track your performance.
Bing Ads Editor may not offer automation tools, but it does give you the opportunity to have more control over campaigns.
Here are some additional tools beyond 7 that can also help you with your PPC campaigns.
These tools are additional resources that can help you figure out what is best for your business and the campaigns you are running.
This WordStream tool is helpful because it gives you a percentage score based on keyword optimization and other factors.
Acquisio Tour also gives you insight into how campaigns perform every month.
Optmyzr offers a lot of automated features and advanced tools for managing multiple campaigns. You can manage multiple campaigns on different platforms.
You are able to create campaigns that pull information from spreadsheets or integrated platforms.
You are also able to automate scripts and reports. If you decide to purchase a membership, Optmyzer gives you biannual product training sessions.
Finally, Adalysis is a tool that gives you raw metrics beyond typical information.
Adalysis is especially helpful when it comes to A/B testing. It gives you information on how much you’re spending when it comes to click-through rates and other metrics.
You can also set up an alert system to see how your campaigns are performing as they are happening.
Why Do PPC Tools Matter?
PPC tools are invaluable because they can make creating a campaign easier. They make analyzing your campaign easier. They help you understand what you need to do to create a profitable campaign.
While you may be unsure of what tools to use, you can always do free trial runs on some of these programs. You can figure out what will work best for your business.
For more information on PPC campaigns and strategies, you can visit our blog and read about how to find affordable PPC services.
In today’s corporate world, companies are constantly looking and striving for new ways to get ahead of their competition.
One such way to get ahead (or stay on track with your industry’s leaders) is through pay per click campaigns. They’re vitally important to your marketing plan’s success.
If you’re not entirely sure how to carry that out, but recognize its importance, then have no fear! PPC services exist for that very reason.
However, with little knowledge of the PPC world, it can be hard to know which affordable PPC services to team up with.
Here are the qualities that you should look for in a PPC service for your brand.
The Qualities to Look for in a PPC Service
For those of you out there reading this that aren’t entirely familiar with PPC and how it works, you may feel strapped.
You realize how vital it is to invest in a PPC service, but aren’t sure how to separate a high-quality PPC from a bad one.
Here are several things to keep an eye out for. If the PPC service you’re looking at meets these guidelines, then they can be trusted!
1. Google AdWords Certification
The whole idea of a PPC campaign surrounds Google AdWords. IF the PPC service truly knows how to run your campaigns, they’ll be Google Adwords certified.
What does that mean? It means they’ve passed the Google AdWords program. This is a test of several hundred questions that cover topics such as PPC strategies, advertising displays, etc.
If the PPC service you’re looking at requires all of their workers to be Google AdWords certified, it means they’re dedicated to being as knowledgeable as possible.
2. Honest and Upfront
Just because you’re putting your PPC initiatives and campaigns in the PPC agency’s hands doesn’t mean you don’t deserve to know the “why” behind their methods.
The service that runs your PPC campaigns should always keep you in the loop of what they’re doing.
The best way to do that is to find a service that will give you control of your account with them. They’ll show you the results of certain campaigns and list out ideas for how to improve the numbers.
3. Success Stories
Every PPC worth a you-know-what has a proven track record of success stories with previous (and current) clients.
More importantly, they need to be able to describe to you how a success they’ve had with a previous client can be implemented into your PPC ventures.
Don’t worry too much about digging for this. If they have stories of success then they’ll be happy to share them. If not, they can’t be trusted.
Current Pay-Per-Click Trends for 2020
Now that you know a few qualities to look out for in the PPC service you join forces with, it’s time to look at some current PPC trends online.
Here are a few trends that your future PPC agency can help you create killer pay-per-click campaigns around!
1. Amazon Ads
When someone says or types “pay-per-click”, 99.9-percent of people will immediately think of either Google Ads or Facebook.
While both of those outlets have a huge reputation for success, and you’ll definitely want to focus on them, you always want ways to think outside the box.
The highest advertising platform, behind the two that were previously mentioned, is the shopping behemoth: Amazon.
Make sure you find a PPC company that’s ready and willing to push PPC campaigns in front of the ready-to-purchase Amazon online shoppers. Your conversion rates may skyrocket as a result!
2. Conversion Rate Optimization
The PPC world is often too focused on generating new leads and getting them to the point of purchase.
Truth is… if you have customers that you’ve acquired via the PPC campaigns, shouldn’t you do your utmost to retain them? Absolutely you should, that’s why conversion rate optimization (CRO) is a must!
Make sure the PPC company that you’re using understands how important that is for your company. Let it be known from the very start that you want to prioritize CRO.
While all of your competitors are solely working on bringing as many people to their site, your company is scaling that back just a tad to focus on repeated business. If you treat them like royalty, they’ll purchase your products again and again.
3. Artificial Intelligence
The machines, devices, and software that you use are getting smarter and smarter every day. Why not use that to your PPC campaign’s advantage?
Machine learning will help you see all of the outlets that will generate the most traffic to your ads.
Not to mention that AI can use your previous campaigns as an indicator of how successfully your current campaigns will convert. All in all, this will lead to a more streamlined PPC process for your company.
Find a PPC agency that’s using artificial intelligence (at least to some degree) in its pay-per-click initiatives. Integrate it into your marketing tactics before your competitors do.
Find Affordable PPC Services That fit Your Needs
Your hunt for finding affordable PPC services has officially ended today! Now that you’ve seen the benefits of using a pay-per-click agency, it’s time to find the one that fits your company best.
Be sure to read this article on how to create a PPC plan for your company. There you’ll find helpful steps to getting things started.
For more inquiries, feel free to schedule a free consultation on our contact page and we’ll be happy to discuss with you further!