Category

Google Adwords

How to onboard new clients to your Google Adwords MCC account

By | Google Adwords | No Comments

To onboard a new user simply follow this process:

Option A

Has an existing Adwords account?

Ask them to give you their 10 digit ID.
This will be found in the upper right when they log in and looks something like:

Customer ID: 483-553-0000

Once you have the number:

To Link an existing account.

Click on ‘Account’ and then ‘Link existing accounts’.

MCC 1

MCC-2 new
Option B

Doesn’t have an existing Adwords account?

This can be set up directly in the MCC account (see below).

MCC 3

Want to know more? Contact us here.

10 things learned from running $10,000 a month Google for Non-Profits campaign!

By | Google Adwords, Google Plus | No Comments

Google for Nonprofits offers charitable organizations in more than fifty countries an opportunity to apply for a Google AdGrant. If qualified, Google provides $10,000 USD per month to use for AdWords advertising. And, if successful over time, the nonprofit may qualify for  $40,000 per month with AdGrants Pro.

  1. Partial List of Eligibility requirements for the AdGrant:

  • Link ads to the domain name the AdGrant was applied for
  • Daily ads limit $329 = $10,000 per month
  • 00 max CPC (cost-per-click)
  • Advertising on Google Search Network Only
  • Keyword targeted ads
  • Monthly login and at least one change per 90 days
  1. Install Conversion tracking: (TIP)

Install conversion tracking on a “Thank-you” page to capture people who complete the action process.

Conversion tracking enables nonprofits to understand how those responding to ads are connecting to products and services.

There are several different ways to install, including adding the tracking code to the appropriate section of the website or using Google Tag Manager.

Test to be sure conversion tracking is working. One way to check is by using Google Tag Assistant Chrome extension. This extension troubleshoots various tags, including Google Analytics, Google AdWords etc.

Google Adwords 1

  1. Add extensions (TIP)

(Followup to check they are working): Here are three to consider:

Add relevant and useful extensions for both desktop and mobile (at least 10 each). For example: create sitelink extension links to specific pages on the website you want people to visit.. Check results to see how Ad Position is affected

In this example all of the sitelink extensions appear to rank well in terms of ad placement. Yet, the CTR is below the desired minimum 1% for the AdGrant.

Looking more closely, the CTR for mobile is doing very well and the desktop sitelink extensions are not. Instead of deleting the desktop sitelinks, disable them and test at another time.

Reviewing again a few days later, the sitelink extensions are not driving the CTR, instead it is  the headline. Good information to know and to consider for further adjustments.

  • Call Extensions: (TIP) Schedule call extensions to show when staff are available to answer calls. If your nonprofit relies on direct customer service, this is potentially useful for driving phone calls and providing the answers your donors and customers are searching for.

Excellent tool to use if volunteers, donors or donees are local, or your organization server a large area.

  1. Connect Google AdWords to.Google Analytics

Understanding audience, website, social media channels and how different parts an pieces of an organization connect together are key to making the most of your AdWords account.

  1. Daily check-in: (TIP)

Review campaigns daily.

There are many moving parts in AdWords campaigns and it takes time to learn what works and how the components work together. For example, an campaign may resonate well with audiences during the week but not on the weekend. Or, an AdGroup may stop performing because of Keyword competition.

  1. Quality Score – (QS)

As defined by Google “an estimate of the quality of your ads, keywords and landing page.” QS has a range of 1-10 out of 10. Ads that have good landing pages and are relevant to your users tend to have a higher QS.

Google Adwords 2

  1. Befriend The “Bubble”

Bubbles are tiny little boxes that lead to a wealth of information. Located in the account in places like Keywords, Extensions and Ad Status, Bubbles help provide an understanding of ad components and areas for improvements.

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  1. Think Counterintuitively

Having the budget an AdGrant provides initially appears to be equivalent to hitting the jackpot. On the other hand, you are competing for ads on a small, $2.00 CPC budget and a daily limit of $329. While it may be tempting to “set it and forget it”, AdGrants require thoughtful consideration to maximize the potential. Here are a few tips:

  • Opportunities: Google will auto suggest opportunities that are tailored to a “regular” AdWords account. Take time to consider if that opportunity makes sense for nonprofit goals. For example, raising the budget may not be practical given the daily limit and may also affect the timing of ads.

Google Adwords 4

  • Quality Keywords over Quantity: (TIP) Test Google Keyword suggestions with a separate “Test” Ad and see how they perform before adding to an ad that is already working well.

Adding 710 suggested keywords (see example below) may not make sense for a campaign or relate to a particular landing page. Keeping 6 -10 Keywords per ad tends to work well and allows a quick understand how an ad is performing.

Google Adwords 5

  1. Keyword Matching: (TIP)

Try using Broad Match keywords to reach a larger audience.

  • Carefully considering keyword matching options like Phrase-Match, Exact-Match and Broad-Match allows control over how ads are shown in search. View the keywords that triggered an ad by looking at Search Terms:

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  1. Embrace Patience:

Non-profits often operate with small teams and on limited budgets. Their Director and team members are likely wearing many hats and may have different priorities, experiences and time tables. Other consultants may be part of the team as well. Be prepared to contribute the extended knowledge that you bring to the table and work with other team and board members towards the rewarding and common goal of the non-profit.

Conclusion:

Implementing Google AdGrants for a nonprofit is one of the most rewarding projects I’ve had in my career. A deeper dive into AdWords and Analytics to more specifically reach donors and donees and taking advantage of other parts of the AdGrant including YouTube and Google Generosity continue the journey. Stay tuned for additional updates!

Want to know more about our services? Contact us here!

Valentine’s Day marketing

By | Content Marketing, Digital Marketing, Google Adwords | No Comments

We’ve teamed up with SEMrush for the love of stats.

Valentines Day Marketing

How did they do it? Well…
“We gathered 2000 long tail keywords, containing ‘commercial’ words (gift / present / offer / buy / sale / cheap / discount / deal / coupon / best, etc) and the word ‘valentine’ (US database). All the trends and lists of the ‘winners’ were identified considering just this list of keywords.”

How to choose the right ad type in Google Adwords

By | Digital Marketing, Google Adwords | No Comments

How to design your ads to reach mobile customers.

  • Choose the right type of ad for your audience
  • Remember to think like your customers
  • Using mobile ads to drive app downloads

About mobile ads

  • Reach your customers while they’re on the go with ads on mobile devices
  • Understand the different types of ads that can show on mobile devices
  • Learn how to show your ads on different mobile devices, like smartphones and feature phones
  • See how to opt out of showing your ads on mobile devices

If you want to know more, get in touch and let us help you make the most of Adwords!

Google Adwords Help? 21 Awesome Hints and Tips

By | Google Adwords | No Comments

1. How to add and modify columns in Google Adwords

Go into the Account.
You will see a list of the campaigns.

Click on ‘Modify Columns’:

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Then choose the columns you want to add:

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Click on the left hand tabs to see the options of columns to add:

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You can remove any column selected by clicking on the ‘X’ (note, you cannot remove the top 3 options).

Once you click ‘Save’, these new columns will then be displayed on the overview screen of that account.

2. How to add labels in Google Adwords

You can access the labels area on the lower right:

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Or you can access it by clicking on ‘Filter’:

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Either way, you will be brought to this is area:

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To create a new label, click on the RED label button:

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Click on the color to change it:

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3. How to manage your labels in Google Adwords

How to edit a label once created – just click in to edit:

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To remove a label:
Click the check box to select and then click ‘remove’

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4. How to generate a report based on labels in Google Adwords

If you click on ‘Select Report’ you will be given several options at different ‘levels’:
Depending on where you’ve added the Label, you will see a report.

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5. How to automate the start time of a campaign

If you want to have a campaign start in the future, you can do this by automating the task.

First click to select the campaign which you want to automate:

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Then, click on ‘Automate’ and then choose ‘Enable campaigns when…’:

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From here you can select ‘Campaign Start Date’:

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Before specifying ‘when’ you want the campaign to go live:

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Also, you can choose to be emailed once it is up and running:

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Note: you can also do the same at the level of an individual campaign.

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But this will then be applied for ‘ad groups’.

6. How to change your maximum bids when you have good performance

When you have a campaign that is performing well, you can look to e.g.
Select: ‘Change Max CPC bids when…’ from the ‘Automate menu’ at the keywords level:

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Increase the bid by 20%, with a maximum bid of e.g. $2.50

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You can also specify conditions such as the maximum cost per conversion:

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You can also schedule to run this rule e.g. once per week, and use data from that same time period:

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7. How to set up a rule in Google Adwords to inform you or low click numbers

Firstly you could select all your Adwords to apply this:

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Then click on ‘Automate’.

From there you can click on ‘Performance’ and then in ‘Clicks’:

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Once selected, you can select the rule e.g. more than, less than, or equal to:

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This rule can be be run e.g. weekly:

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8. How to create a shared budget across several campaigns

Click on the ‘Shared Library’ tab on the left:

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Then click on the ‘+ Budget’ Button:

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From here you can select the campaigns, the budget, and the delivery method:

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9. How to use Adwords Scripts (the basics)

AdWords scripts let you read, write and change keywords, bids, ads, ad groups, campaigns, targeting and even bid modifiers.
These can be used at the MCC level, or e.g. campaigns.

If you have a spreadsheet set up in Drive, you could pull info from that.

You could look at e.g. weather bids, so you up your bids when there is rain outside.

Click on ‘Bulk Operations’:

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Click on ‘create and manage scripts’:

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To show examples click ‘Show examples’:

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And then choose from the list, and dropdowns, to the left:

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Note: you have to ‘click’ to authorize Google to access on your behalf.

More on Adwords scripts here: https://developers.google.com/adwords/scripts/?hl=en

Including ‘Reports’, Bidding, Tools, and Alerts.

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Quick Guide to Google Adwords Editor

10. Why to download Google Adwords Editor?

Google: Adwords Editor allows you to make changes to accounts offline; as well as creating a backup.

11. How to backup an AEA file from the Adwords Editor

To make a backup of an adgroup, campaign or even the whole account:
Click ‘Account’ and ‘Export’ and then choose e.g. ‘Export Whole Account’

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12. How to import an AEA file into Google Adwords Editor

Click ‘Account’ and ‘Import’ and then choose the option e.g. a file

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13. How to remove duplicate keywords from your account

This can prevent you e.g. competing against yourself (if your ads could show for multiple bids within one account).

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From here:

Choose the campaigns, and then e.g. word order.

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You can look to exclude e.g. paused campaigns.

14. How to See Which Keywords Trigger Ads in Adwords?

Choose the campaign, Adgroup, or Ads Level and look at the Keywords tab:

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Then click on ‘Search Terms’ in the lower menu – this will show which terms led to your ads displaying.

Here are the categories:

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Added/Excluded/None.
Added – already added
Excluded – means it is a negative keyword
And, ‘None’ means that it is not added.
You can then, e.g. add negative keywords for those you want to make sure you don’t show for in future.

15. How to use the ‘Keyword Grouper Tool’ in Adwords Editor

Not sure on location?

16. How to make bulk edits in Google Adwords Editor

You can select and replace e.g. the word Sydney with Melbourne and replace across all the ads, in one go.

17. How to use ‘Auction insights report’

From Google: See how successful your keywords, ad groups or campaigns are compared to other advertisers participating in the same auctions.

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And then you can see e.g. impression share:

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Overlap rate is the time both you and your competition are showing at the same time.

Position above rate when the competition outranks you when you both show up on the same page.

Top of page rate is the amount of time your ads show up in the top slot of Search results.

18. Google Analytics – How to use ‘Matched Search’

Within the Google Adwords section of Google Analytics you will be able to see the keywords people are typing in, to trigger your ads.

19. How to add templates from the Google Analytics gallery

Head to your Google Analytics account and click on ‘customization’ and then on ‘gallery’ to bring up the menu:

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From here sort, filter and select the ones that best fit your needs:

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You can also browse here: https://www.google.com/analytics/gallery/#landing/start/

Adwords extensions:

20. How to add ‘review extensions’ in Google Adwords

Click on ‘Ad extensions’ and choose ‘Review extensions’ from the drop down:

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21. How to link your YouTube channel to your Adwords Account at the account level

On the side bar you, click ‘Linkedin Accounts’, and then click on ‘Youtube’.

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From here you simply click on ‘Channel’ (the red button) and add in the link.

How Adwords conversion tracking can help your business.

By | Digital Marketing, Google Adwords | No Comments

If you are keen to get more customers then setting up Adwords conversion tracking is a must, including:

  • Tracking phone call conversions from ads
  • Tracking phone call conversions from your website
  • Tracking phone call conversions from your mobile site

Benefits

  • See which keywords, ads, ad groups, and campaigns are best at driving the most valuable phone calls to your business
  • Understand your return on investment (ROI) and make better informed decisions about your ad spend.
  • Use flexible bid strategies (such as target CPA and target ROAS) that automatically optimize your campaigns according to your business goals.

If you want to know more, get in touch and let us help you make the most of Adwords!