May 27, 2019 - TDHSEO.COM

May 27, 2019
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PPC Tips for Black Friday

Google has recently released a new, non-clickable ad extension called Structured Snippets. This version gives users more freedom as you can choose and edit the text in the extension as opposed to Dynamic Structured Snippets which were automatically added to your ad based on your site’s content. Structured snippets allow you to increase your ad space on the SERPs complimented by a bump up in Quality Score, by boosting your ad relevancy and click-through rate (CTR). Your ad would look something like this when featuring a structured snippet:

But the big question is, how do you use this extension to boost your Black Friday campaigns?

Actually, Google has done the hard work for you! It has rolled out a Black Friday and Cyber Monday structured snippet to help merchants promote Black Friday and Cyber Monday offers in their AdWords campaigns. Headers for Black Friday will be eligible to appear in ads November 20 through November 27 whereas Cyber Monday headers can appear November 20 through November 30 (during the overlap period, Black Friday headers will dominate those set up for Cyber Monday).

Here are some examples of how these headers and snippets might look:

Do you have any special offers? Simply enter one offer in the snippet to highlight your deals. These ad extensions can be set at the account, campaign or ad group level:

AdWords Ad Customisers

Increase your chances of capturing the most revenue from users searching for Black Friday, Cyber Monday and any other holiday related deals with AdWords ad customisers. These allow you to customise your ad text based on what someone is searching for, which device they are using, where they are located or even the date, time of day or day of the week! You can insert a price, the remaining time left before a sale ends, and any other pre-defined by you text.

This helps to create a sense of exclusivity and urgency, which has been shown to increase CTR and conversions:

How they work

Ad customisers are parameters that are placed within {curly brackets}. When a user performs a search it triggers your ad and the parameter is replaced with dynamically inserted text. Ad customisers can be included within any text on the Search and Display Network, except for the URL fields.

There are lots of ways you could make use of this to promote your Black Friday & Cyber Monday offers to deal seeking shoppers:

Countdown to the end of a sale, e.g. Hurry, sale ends in XX days
Keep pricing in ads updated, e.g. New Android tabled from only £XXX
Detail the range you are offering, e.g. XXX UK hotels available to book now.
Keep deals up to date, e.g. Save XX% on Samsung TV using code XXXX.

AdWords ad customisers encourage urgency, telling the searcher to act now and better promote your offers making them a great fit for your Black Friday PPC strategy.

Mobilised Adverts

With the recent growth in the volume of searches on mobile devices (not to mention the rise of second-screening), advertisers should consider mobile reach a priority this year. According to Adobe, mobile commerce accounted for over a fifth (21.9%) of online shopping on Cyber Monday 2014 – that was up by 15.9% year on year.

Ensure your users have a good mobile shopping experience by following a couple of simple steps. Devote some of your PPC strategy to creating mobile targeted ads that will feature the following elements:

Black Friday & Cyber Monday optimised ad copy
Mobile optimised landing pages
Add mobile bid modifiers to target the top positions on mobile devices
Remove day parting bid optimisers as users shop at all times of day during the holiday weekend.

Updated Ad Extensions

Ad extensions pay a crucial role in determining your adverts’ ad rank but also encourage additional clicks to the site through the extra information displayed alongside your ad. The key strategy behind this feature is to grasp as much real estate on Google Search Network as possible in order to push competitors further down the results page and get additional clicks.

These extensions can be optimised for Black Friday and Cyber Monday through Sitelinks and Callout extensions:

Use sitelinks to direct users to the most relevant, special deals/offers sections of your site. Preferably you would get some separate landing pages in place that would be fully devoted to Black Friday or Cyber Monday deals to increase relevance/quality score/conversions.
Callout extensions could be used to help you ‘brag’ about your special offers.

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Please contact us for seo service packages at TDHSEO.COM.

TDHSEO Team

Email: tdhseo@gmail.com
Skype: tdhseo
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Thank you!

May 27, 2019
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Why should you use DoubleClick Search

Tags : DoubleClick Search

Category : Google Ads

1 – Manage multiple search engine accounts from one interface

No more spending time switching interfaces, find all the data from your Google, Bing, Baidu, Yahoo accounts, and more, all in one place. DoubleClick Search offers a very simple way to optimise and report on accounts, as well as manage them from one interface.
No need to manually copy and import into the individual campaigns. Save time adding in negatives, making bid adjustments, and automating bid strategies to all your search campaigns and allow yourself to focus on more strategic changes.
DoubleClick is also perfect for large international campaigns which use many different engines thanks to the multi-platform dashboard. It compiles all your information in one place so you save time, and avoid user error when comparing data.

2 – Realtime executive reporting

This is a positive for both marketers and clients. These automated reports can be sent out with a frequency you decide which will save agencies massive amounts of time. You can design them to be as detailed as you want them to be and can even provide cross-engine reports. No more Excel nightmares trying to compile Bing & Google data. It’s also easy to change and adapt the information in these reports at any time.

Executive reports update automatically, analysing the data from all search engines linked to DS. With this real-time reporting, both the marketer and the client can stay up to date with what’s going on whenever they choose

They are easy to build, intuitive, and you can also import data from an external source to include in your reports if needed. They are also very visual and easy for clients to understand and digest the data. PPC is all about numbers and it’s easy to forget that it might not speak to everyone the way it speaks to the professionals. Appealing and simple reporting is completely invaluable to a client.

This is the sort of data you can expect to see:

Pretty user-friendly, right? Fancy learning more about the basics of PPC, check out our beginners PPC traning course

3 – Automated bidding strategies and rules

DoubleClick Search uses some of the best learning algorithms to help automatically make bid changes based on who they think is most likely going to convert. By using customisable “bid strategies”, DoubleClick Search can change bids across 10,000 keywords, multiple times a day, something a human at a desk could never do!

Some of the many types of bids strategies you can implement by collecting your keywords into a specific group based on their performance include keyword positional strategy, conversion strategy, and more advanced big strategies that you want to meet a multitude of different criteria. The opportunities are literally endless.

For example, if you want some of your best-performing keywords to always have a high position, you can put them into a new specific group and set a rule to make automatic bid adjustments, ensuring these keywords always rank between 1.2 and 1.6.

These automations can be performed across search engines if you’re going for a global strategy or for each search engine if you want to give a more granular approach a go.

4 – Ad copy testing function

Thanks to the experiment tool available in Doubleclick Search, A/B ad testing is extremely quick and easy. You can house all current live ad copy testing across multiple engines, all in one place! You can even set start and end dates for your ad copy tests. You can test headlines, click through rates, and a whole range of different things and at the same time report on these numbers within the DoubleClick platform. Any outside contributing factor that may impact the results is being taken into account by DoubleClick, which starts these tests on a one-to-one ratio so ads are getting the same type of visibility.
The data collected through these tests is very clear to analyze and understand, allowing users to think more about the strategic changes to make without losing time analyzing the performance of each ad across all accounts. This feature will save marketers time and save clients’ money.

5 – Labels

Labels are a great way to note changes and keep track of your account performance. They help keep every layer of an account organized, it allows you to highlight potential problems you want to come back to, areas where you’re testing, organize your ad copy as well as set rules based on labels. You can also keep track of when budgets were updated and look back at it later on.

Label inheritance feature allows you to label a campaign and DoubleClick will apply this label to ad groups and keywords within. Making a good use of this labelling feature is essential to help optimize, manage and report on your accounts more efficiently on a day-to-day basis.