Digital Marketing: Your Guide to Online Success

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.

Accurately measure the quality score of a word   It will help us see its influence on various elements of our Google Adwords account, conditioning its development.

To begin with, having a good quality score makes it much easier for the keyword we're interested in to enter the ad auction and also makes it cheaper for us. But this isn't its only advantage. Continuing with the economic theme, it's worth noting that a high quality score will result in a lower actual CPC . In other words, the higher the quality of the keyword we're interested in, the less we'll pay for each click on our ad.

And the benefits continue. Achieving a good quality score also gives us another key opportunity for our campaign, as it will also help our ad appear at the top of the page, with all the benefits this entails for the campaign. Likewise, being able to boast a good quality score means we'll be able to position our ads much better, and proportionally higher on the page.

In conclusion, whenever we consider the influence of the quality score, it's important to be very clear about its positive effect on the cost of our campaign and its effectiveness in achieving good positioning and, therefore, greater effectiveness. If, in addition, the ads are relevant to what the user is searching for, we will see even greater benefits, thanks to the increase in clicks and the consequent better positioning we will achieve. Therefore, a good quality score is one of the pillars of a campaign's success.

If you're not a Google AdWords professional and want to manage this system to run a successful campaign, you should be careful not to fall into the most common mistakes most advertisers make.

Keyword overuse is one of the biggest mistakes you can make when trying to manage your Google AdWords campaign. To begin with, you should be aware that relevance is a key factor. Therefore, it's important not to use broad match keywords, as they will never provide you with relevant traffic .   This is the keyword you're interested in to maximize your campaign's profitability. Similarly, it's recommended that you don't create an overly long list of keywords for a single ad group, as this will make managing them much more difficult.

Likewise, a campaign's CPC is another key factor that can lead to significant errors in a Google AdWords campaign. If you think increasing the CPC will increase your Quality Score, we regret to inform you that you may be mistaken.   and carry out an ineffective strategy. Are you tempted to lower your campaign's CPC right away? This is also one of the biggest   mistakes you can make in Google Adwords, since you won't give the system time to analyze the campaign and increase the Quality Score.

Another mistake you should avoid? Not conducting tests . If you really want to get the most out of a campaign, you must constantly test its results so you can try new locations and keywords to improve its profitability. Additionally, if you test based on the time of day, you'll be able to determine when the CTR was highest or when the greatest number of conversions occurred. Of course, this information is essential for the final result of your campaign.

And you? Do you identify with any of these mistakes?

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 .

Information is a key element for us to manage the Google AdWords campaign we've previously prepared in the best possible way. Without data on the website's behavior, keywords, or end users, it will be extremely difficult to correct potential errors and, therefore, achieve maximum performance .

An excellent option for analyzing our website and its results is to use Google Analytics . Its high level of effectiveness will allow us to closely monitor content and performance, keeping in mind that if our site has more than 10 million monthly visits, we will need to upgrade to the Premium version. The truth is that combining Google Analytics with our AdWords account gives us endless monitoring possibilities. To begin with, it's important to note that this tool allows us to obtain specific reports for domains and subdomains , which means we can assess each of our web pages in detail. Likewise, with Google Analytics, we also have the option of using some of its widgets to monitor the results of blogs, or the MySpace and Facebook pages we have enabled as part of our online marketing campaign. We can even track visits obtained through RSS feeds, provided that users run a file with JavaScript code on Google's servers. This way, the Analytics service can count page views through an RSS reader. In short, we can say that Google Analytics is an indispensable tool for conducting web analytics when associated with our AdWords account. It also has the added advantage that it can be combined with other complementary systems for an even more comprehensive final analysis.