Digital Marketing: Your Guide to Online Success

If dynamic remarketing for retail campaigns represented an improvement in their business results, its availability across all verticals is expected to have the same effects, including hotels, flights, real estate, classifieds, jobs, automobiles, finance, and training. Dynamic remarketing allows website visitors to be offered ads tailored to products they've previously viewed online and related to their interests. Its use has often doubled the conversion rate achieved by many companies. And these positive results are further multiplied by applying mobile segmentation to their remarketing campaigns. It's also important to keep in mind that the performance of an online campaign improves when combining direct remarketing with automatic bidding, as it allows the optimal bid for each impression to be calculated in real time. This ultimately results in a higher conversion rate. In travel verticals , it's been proven that designing a dynamic ad that shows each potential traveler the most relevant package, hotel, or cruise based on their interests increases ROI by nearly 40%. It also improves campaign management speed and allows the right ad to be shown to the right user. Similar situations have occurred with the application of dynamic remarketing in flight verticals, which have doubled the number of conversions obtained and achieved a significant decrease in CPA. In all cases, dynamic remarketing allows for reaching a broader customer segment through personalized ads, as well as increasing the impact of marketing campaigns.

If we choose to use the Search Network to publish our AdWords ads, we should consider adding additional callouts with information of interest to users. This callout will appear in the ads at the top and bottom of Google search results. What will the inclusion of this additional callout in our ad add to our campaign? Essentially, it will provide additional and exclusive information that can convince potential customers to choose our offer. But not only that: using additional callouts can help us better manage our campaign in several ways. To begin with, we can include any type of information we want about our products or company, whether in the account, campaign, or ad group, without having to create new ads from scratch. Additionally, this additional callout gives us the option to modify it without having to modify performance statistics. This will be a great advantage when it comes to obtaining detailed reports on our campaign and making the necessary assessments. Another positive aspect of using this type of callout in our ads? The ability to schedule their appearance with the start and end dates that are most relevant to us at a given point in the campaign. However, if we want to take advantage of all the optimization possibilities offered by additional callouts, we should be aware that we can only create four callouts per level, and that their order, length, and performance will be taken into account when determining whether a callout will be displayed for the ad. It's important to note that only two to four callouts can appear in addition to the ad text on desktop and tablet results pages.

On September 30, 2014, our Co-Founders Bernat Tirado and David Fernandez spent the day in Madrid attending a new Google event. This time, some of the various Google AdWords agencies across the country were invited for various reasons and with different profiles. The invitation was to notify us that we are a Google Premium Partner . It is an honor to have this distinction and to be among a tier where very few are chosen to achieve this distinction. Being Google Premium Partners opens up many advantages for our clients that we can bring to improve their Google AdWords campaigns. In addition to all this, they showed us two new tools in Beta so we could test them and then provide our feedback to Google. With this, we continue on our path to always being at the forefront of all the new AdWords developments so we can offer our clients all the options, no matter how innovative . Finally, we have the honor of joining a project that is coming to Spain as the first country after the US, but we can't reveal all the details yet... We'll be sharing more with you little by little!

On September 23rd, our Co-Founder Bernat Tirado had the opportunity to speak at Google Partners University in Madrid. Google Partners University is a training program exclusively for Google-certified agencies . It delves into different aspects of Google AdWords and helps certified agencies improve their skills with the tool. The talk lasted four hours, during which Bernat discussed: - Flexible bidding strategies - Google Shopping campaigns - Remarketing - Similar users - Ad extensions - Gmail Ads. Some of these features were unfamiliar to most agencies attending the event since they are still in beta and @ClickOnline360 has access to them. Other, more well-known features were discussed by @Bernat_Tirado , who explained both his experience and some tips for getting the most out of them. A day marked by a positive atmosphere and a desire to improve their Google AdWords skills left the more than 140 agencies invited to the event satisfied with the experience. We want to thank Google for the trust placed in our agency, and in particular in @Bernat_Tirado . Undoubtedly, part of the success of these events is due to the fact that Bernat is a Google AdWords instructor at Clickformacion360 and draws on this experience for his presentations.

The keyword configuration of your Google AdWords ads is the key to making them effective and receiving clicks. Therefore, if you want to get the most out of your ad delivery, it's worth learning how to configure them correctly. To start, it's recommended that you group your keywords from similar product lines. This way, you can create ads that fit a single theme, which will correspond to the keywords you target. Furthermore, if you want to maximize the profitability of the matching options you invest in, it's important to periodically analyze their performance. How can you know how the match type you choose for your ad keywords performs? If you use the View Search Terms report, you can see how your ads perform in different search types and modify the match type based on the results. Keep in mind that a narrower match type will be much cheaper, but you'll also get fewer clicks. Therefore, you need to take both factors into account. Additionally, when choosing keywords for your ads and their match criteria, you should consider the geographic segment you're targeting. The broader the segment, the more you'll need to fine-tune your use of highly specific keywords. To help you make informed decisions about the use of keywords in your Google AdWords campaign ads, you should consider using effective tools like Keyword Planner . With it, you can obtain the most relevant keywords for your goals, estimate traffic, and find synonyms and variations that will help you improve your results.

Creating the objectives an online campaign should focus on is essential for assessing whether it's on track in a concrete and quantifiable way. If you need to set your campaign objectives , you must take into account certain basic requirements that will allow you to incorporate them into the reports generated during campaign monitoring. The first, although it may seem obvious, is to assign them a name that allows you to easily recognize them. The second basic aspect to keep in mind is the definition of conversion funnels , which will allow you to understand the journey users take on the page until they decide to abandon it or achieve the established objective. For each conversion funnel, you can define up to 20 pages. Finally, the third factor to consider is the assignment of values to calculate ROI and average score, among other things. A value that you can't miss in your account is the frequency with which users who achieve a goal become customers. How do you set objectives? If you want to edit your campaign objectives , you need to access the AdWords Manager tab, where you can click on Objectives and create an objective. If you follow the steps outlined in the following screens, you will successfully complete the project. However, you should keep in mind that Google Analytics offers pre-designed templates for setting up useful objectives, which are also editable for customization. To use them, note that they are based on four main categories, depending on the objective you want: Revenue, Acquisition, Inquiry, and Engagement. Choose the one that best suits your company's needs.

When planning our Google AdWords campaign, we must also take into account the information provided by Google Analytics, which will be key to understanding our website traffic and, consequently, how we can optimize our campaign to further improve the number of visitors and conversions. One of the most notable features of Google Analytics is automatic tagging, which allows us to understand the results of keywords in relation to clicks, conversions, and costs. In detail, it generates a report showing the clicks , the keywords that led the user to our website, the campaign to which those keywords were associated, and the cost per click. However, automatic tagging is not a panacea, as some addresses do not support it, either due to a redirect or server configuration. Furthermore, some parameters will be omitted, resulting in fairly inaccurate traffic tracking data. This is the case with the gclid, an ID added to destination URLs, which can generate errors. If the link you enter fails for this reason, you can always disable the automatic tagging option. Simply log into your AdWords account, click on My Account, and select the Preferences tab. Then go to Tracking and click Edit to find the Automatic Tagging of Destination URLs option. Also, keep in mind that you can only view AdWords visits with automatic tagging, otherwise, all visits received will be shown as coming from Google organic searches, ignoring specific sources.

When we plan a marketing campaign, we set a series of objectives we want to achieve. These objectives, essentially, represent some type of interaction established between our website visitor and the page. These objectives can be of any type, from a purchase to a registration, and are what are known as conversions. When we measure the conversions achieved by our marketing campaign, we are obtaining effective data on its success and, especially, on the quality and relevance of what we are offering our customers. In other words, tracking the conversions achieved by our campaign allows us to know which ads, campaigns, and keywords bring us the most revenue and, therefore, where we can focus our investment to achieve a higher ROI . When we analyze the results of the measurements made, we can determine whether we have achieved our main objectives with the conversions achieved. To begin with, we will know if the keywords used help us get visitors to take the desired action and which ones are related to each specific action. This way, we can focus on investing in those that generate the most profit. Likewise, if we want to know how effective our planned campaign is, we must consider cross-device conversions . These are the result of a process in which users click on our ad on one device and then make a purchase from another. These conversions can be found in the estimated total conversions column of the Google AdWords account. With these results, we'll know how profitable it is to adapt our campaign to multiple access devices, beyond just the computer.

When creating the ads that will be part of your next online marketing campaign, you must take into account the advertising policies governed by Google AdWords , which may result in the system not publishing the ad if it does not fit its established guidelines. These policies take into account aspects such as format, content, and links, and it is important to keep in mind that they are not imposed for no reason. Google AdWords applies them when publishing the ads for a campaign to ensure better and more effective achievement of advertising objectives for both advertisers and clients. Google AdWords' editorial and format policies focus on the first three lines of the ad text to be published. They impose a specific number of characters for the title, text, and URL, among other formal aspects. For example, free or deeply discounted prices offered in one of these ads should be clearly stated and easily accessible, with one or two clicks. Likewise, it's important to avoid the incorrect use of exclamation points, which cannot appear in the title and can only be used one at a time in the text. Regarding Google AdWords' content policy , it's important to clarify that they refer to the type of products or services being advertised, avoiding certain ones in particular. It's worth noting that the promotion of certain weapons or resources for passing alcohol or drug tests is prohibited. Finally, we emphasize that your Google AdWords ads must adhere to established link policies , which essentially focus on the need for a specific visible URL and links that facilitate access to and exit from the page.

If you're preparing your next Google AdWords campaign and need to write the text ads you're going to use, it's important to know AdWords' editorial policy when publishing them. Here are some practical tips. To begin with, be careful with the use of punctuation marks, letters, and numbers in your writing. As much as you want to grab the attention of your potential customers, an ad with an excessive combination of exclamation points, numbers, and letters won't be validated. Of course, Google AdWords has certain spelling and grammar requirements, which means you must use well-constructed, clear, and correct sentences. Of course, you can only use capital letters when it's legally correct, even if you want to grab the customer's attention with words like BEST or FREE. Google also pays special attention to the format of your ads. Thus, you can't repeat a word three or more times in the same line or use superlative claims to emphasize the quality of your product. These expressions can end up deceiving the customer. The same applies to competitive claims. You can't claim that your product is better than another without proof. You can only say so if you support the claim with table comparisons or a competitive analysis. Of course, it's important to be careful with your language. Messages that don't contribute anything to the product, for example, "click here," and offensive or inappropriate language are completely prohibited in Google AdWords ads, which must pass the validation filter. By following these tips when writing your campaign's text ads, you'll have no problem getting them validated by the system and allowing them to be published without problems, following your editorial line.