Master Google Ads with ClickOnline!

Last week we already explained that Clickonline   360 was present at Retail@Google in Dublin , which we attended as an AdWords agency for a retailer. In this post, we want to explain a little more about this event, which we can say focused on three basic points: how to attract multi-screen users and understand their experience across various online channels; and finally, how to build a brand image that    make our product the first thing that comes to mind when consuming.

The different presentations that were offered to us had as their main objective to analyze how a company can connect   with online consumers, taking into account their usual habits and behaviors. Furthermore, special emphasis was placed on the need to adapt website design to mobile devices, given that smartphones are becoming one of the main connection channels for users.

  How do we reach the users we're truly interested in? This was undoubtedly another of the key themes of the Retail@Google event in Dublin, which addressed factors such as user segmentation and the need to work closely with suppliers to ensure the success of our online marketing strategies.

The truth is that summarizing all the events we were able to attend during these days in Dublin is impossible in a single post, but we don't want to forget the privilege of attending a demonstration of the famous and highly anticipated Google Glass and the workshops organized by the Account Management Team. A unique experience!

Some very special news for us! ClickOnline 360 participated in Retail@Google , an event organized at the Dublin headquarters that brought together the top 300 retailers from across Europe to discuss their best business solutions in the online world. Our company attended this important event as an online marketing agency managing the Google AdWords account for one of the invited retailers. We must admit that it was a unique experience from which we learned a lot, thanks above all to participating in the various sessions with Google specialists in retail solutions. Before we begin to explain everything we achieved by attending this event, we would like to take this opportunity to acknowledge the excellent organization and the treatment provided by Google , both in the talks and work sessions and in the activities organized to get to know each other better, such as the drink offered to participants in the evening. Without a doubt, these were two fantastic days in every sense, from which we were able to take many positive aspects for our company and our clients. What is Retail@Google 2014? This event focused on analyzing the business and networking solutions available to retailers to evolve and ultimately achieve their growth goals. With this in mind, Google offered us an extensive program of talks, strategy classes, and interactive sessions, where we were able to work on and analyze our experience with customers and our online brand image, among many other factors. In our next post, we'll provide specific information on the topics covered in the various sessions at Retail@Google 2014. You'll be interested!

In other posts on this blog, we've learned how to apply broad match modifiers to our online marketing campaigns.    Today, we want to analyze the influence its use can have on our site's traffic and CTR .

The first thing to keep in mind is that when we use a broad match modifier, we can affect previously established keywords in two ways:

• ·          Limiting its scope
• ·          Increasing relevance and decreasing traffic levels

That is, we will decide which searches our ads can appear in and which ones we want them to be omitted from, even if they are related terms.

How to Get More Clicks with Broad Match Modifiers

Using broad match modifiers also has an impact on how much our ads receive clicks . To achieve this, we must be careful to maintain the broad match keywords we have already established and, at the same time, add some to separate ad groups that are already part of an existing campaign. This way, we can compare which ones offer the best performance.   long.

If you're wondering what applying broad match entails for a campaign, you should keep in mind that when using broad match keywords, we can't forget that it only works with broad match keywords. But this limitation doesn't mean that it isn't very useful when it comes to reaching more customers through   Controlling search terms. Additionally, by constantly making the necessary changes, we can increase the number of clicks and conversions with a high cost-per-click bid.

We can't truly calculate our website's ROI if we haven't previously defined its objectives. By doing so, we're actually defining the actions we want our users to take on our site, which can range from registering to making a purchase.

To define a campaign objective , we need to consider certain parameters, such as the name—which will allow us to easily identify each one and its reports—the conversion funnel—which is optional, but gives us important data on when visitors decide to abandon the conversion process—and the objective value, which calculates the frequency with which users who reach this objective become customers.

How do you set up campaign objectives? To begin, log in to your AdWords account and click on Manager. Here, select an account, property, and view, and then go to the Create an Objective tab. Follow the steps on the screen until you complete the creation process by clicking Save Objective.

  Google Analytics also gives us the option to choose a goal configuration template useful for our business purposes. If we want to use them, we just need to fill in the required fields; if not, we can always opt for the Personalization option. These templates are so comprehensive that they have four different categories: "Revenue," "Acquisition," "Query," and "Interaction," allowing us to choose the one that best suits our interests. In any case, if we want objective information about our visitors' actions, it would be interesting to create a goal for each of them.

If we want to get the most out of the ads created for our AdWords campaign, we can put into practice some basic ideas that will help us give them a higher level of relevance. To begin, we need to create very specific ad groups , focused on a product as specific as possible, so that it truly interests customers. Related to their topic, we will select the most defined compound keywords and include some in the ad text. In fact, it is essential that at least one appears in the title. It is also important that we pay attention to the creation of the ads, which should be simple in format but very attractive. The key is to provide a message that differentiates us from the competition, and to express it with a very strong phrase. Furthermore, if we want to be successful in creating our ads and ensure they have the greatest possible relevance, trial and error will be key. In other words, we need to try various formulas and not give up until we find the one that is truly effective. Similarly, we should consider periodically reviewing our campaign's performance to see if we're meeting our pre-established goals. Another option for increasing the relevance of our ads is to differentiate ourselves from the competition, both by highlighting the most unique products or services we offer and by describing them independently. This will help us better segment our traffic. Finally, we can't fail to highlight other small tricks that, when applied correctly, will make your ads as relevant as possible, such as using capital letters to highlight words that interest us or editing the display URL .

The Quality Score allows us to measure the importance of our keywords, ads, and landing pages for users. This way, we can determine whether they are truly useful or make the necessary changes to achieve improvements. What consequences can Quality Score have on our campaign? The truth is that it's a factor that affects many aspects of AdWords. To begin with, if the chosen keyword has a high Quality Score, it's more likely to be selected for the ad auction . The Quality Score of the keywords we use can also affect their cost per click , which will be inversely proportional. That is, the higher the quality, the lower the payment. Something similar happens with the estimated bid for the top of the page for keywords, which will be lower the higher the Quality Score. The consequence of this? That it will be more likely for our ad to be displayed there. Finally, it's worth noting that the higher the Quality Score of the ads has a direct impact on their position on the page , so the higher the Quality Score it obtains. From all these beneficial effects that a Quality Score can have on our AdWords, we can deduce that the higher the score, the more beneficial it is. That is, our campaigns can be more cost-effective, our ads will rank well, and they will generally get a higher number of clicks. In short, we'll end up making more profit.