Google AdWords Tip 3 Adding Sitelink Extensions to your Search Ads

Cato Sellers - Friday, July 01, 2016

Sitelinks are just one more way that you can enhance your Google AdWords campaign and achieve higher returns on your marketing budget. Site links allow viewers to not only navigate to the general landing page you have set up, but also to go directly to a product or service that is highlighted in your ad. This is one of the most effective Google AdWords tips around.

Maximize Your Links

When you first begin setting up site links to go along with your AdWords ad you will be directed to set up a minimum of two links for a desktop ad and one link for a mobile ad. However, Google takes care to compare the user's keyword search with your ad to determine whether or not a site link is relevant before it is displayed. If you only have one or two site links set up, it is more likely that viewers will not see them at all due to lack of direct relevance to their search query. By setting up many different links Google can search for the one that best applies, and showcase that link.

Create Multiple Landing Pages

Sitelinks are designed to be a step above regular AdWords ads by targeting customers specifically. In order to achieve success with this system you must create multiple unique landing pages and avenues for your users to view. Creating multiple sitelinks that all point to the same landing page will ultimately cause Google to stop showing your sitelinks because the landing pages are not directly related to the original search query.

Be Concise

The best way to ensure that your site links are effective is to follow Google AdWords Tips for choosing keywords. If you know what keywords your customers are already searching for, you can create site links that cater to them. You can make your keywords short and concise, so that you are more likely to be brought up in search results in the first place.

Check Compatibility and Status

As a general rule it is a good idea to regularly review your ad campaign and recheck the top Google AdWords Tips to make sure you are on track. You should be combining a number of features and extensions to make the most of your marketing dollars. Unfortunately, some extensions do not work well with others. In addition, Google regularly monitors ad campaigns for effectiveness and security reasons. Take the time to double check your site links to make sure that Google has approved them, and ensure that they are not being disabled by other extensions in your play book.

Sitelinks can be a great way to make more conversions as they lead customers directly to the products and services they need most. They are an advancement on traditional AdWords campaigns that can provide a higher ROI when used properly. The key is to make your sitelinks clear and flexible in your overall campaign.

ReviewBiz

Charles Clouseau - Wednesday, June 29, 2016

Google AdWords Tip 2 Adding Callout Extensions to your Search Ads

Charles Clouseau - Wednesday, June 01, 2016

Google AdWords for Search has created an innovative marketing tool, dubbed Callout Extensions, that’s designed to assist you in making your AdWords more appealing than ever before. Callout Extensions allows you to use your AdWords advertisements to educate potential customers about things you provide such as price matching, free consultations, or free shipping. Google strongly advises that anyone who chooses to use the Callout extensions should make an effort to keep the content posted in the advertisement short, to the point, and focused on our unique selling points.

Limitations

Google has set up some restrictions to help prevent the overuse of Callout extensions. These restrictions include:

  • The information contained in the Callout advertisements can only be 25 characters or less
  • In order to be displayed, you have to have a minimum of two Callouts
  • Up to 4 Callouts can be featured in your advertisement.

The program has been set up to enable you to combine the Callout extension with other formats used by Google’s AdWords Search Advertising. You don’t have to worry about paying extra to use the Google Callback extension, but will continue to pay-per-click just as you did prior to making the extension a part of your marketing program.

Google AdWords Tips for Effectively including the Callback Extension in your Marketing Material

While AdWords shouldn’t be the only promotional tool you use to promote your business, it’s not one you should ignore. Every single thing that Google does can be effectively use to drive more members of your target market to your business. The key to success is utilizing Google AdWords tips to create the most effective search engine friendly promotional material possible.

Keep your Adds Concise

A common mistakes business owns make when is trying to fit as much information as they can into the space. The final result is always an advertisement that’s difficult to read. The sheer dearth of information actually drives potential customers away. Try to keep the number of words that appear in the Callback extension well below the allotted twenty-five.

Keep the Content Family Friendly

Google has strict rules about the type of content they’ll allow into the AdWords program and those rules extend to the Callback extension. There can’t be any adult language or images in the content you post.

Resist Using Dynamic Keyword Insertion

There’s a time and place for dynamic keyword insertion and the callback extensions aren’t the place. Don’t worry about making this section of your advertisements search engine friendly. Instead, focus on the aspect of your business you want to leap out at customers when they see the pay-per-click advertisement.

Pay Attention to Google’s Feedback

Pay attention to all the information Google provides regarding your AdWords account. The information allows you see what formats and Callback extensions are attracting the most attention so you can mirror the effect with your other AdWords promotional material.

Google’s Callback extension allows businesses to lure your target market away from the competition. Just don’t forget the useful Google AdWords tips provided in this article.

Google AdWords Tip 1 Adding Google Maps Extension

Cato Sellers - Sunday, May 01, 2016

With Google's popularity as a search engine, a well-deployed AdWords campaign can be a strong component of your overall marketing strategy. But if you're looking for Google Adwords tips to improve your marketing efforts, you should consider adding extensions to your AdWords – and you should especially consider improving your local presence with the Google Maps extension.

Adding a location extension to your AdWords result offers two powerful and linked benefits:

  1. Alert local customers that you're in their area, and
  2. Offer more useful information to searchers.

These strategies are valuable Google AdWords tips in their own right. Here's why:

Alert local customers that you're in their area

Customers like local businesses. In fact, a study commissioned by Google discovered that 80% of customers used search engines to find local business results, and a third to a half of those customers went on to visit the local business within a day.

Google already prioritizes local results in their search listings, but adding a Google Location extension to your AdWords search ad can help make the point. If a customer only skims the results of their search for a few seconds before selecting a link to click, having a map with a pin for your business proudly displayed catches the eye, and removes any question of whether you're local or not.

Offer more useful information to searchers

When a customer searches for a local solution to their problem, they'll want to try out the solution against the context of their own life. How far of a drive is it to the location? Will they be able to stop by after work, or on the weekend, or need to make separate scheduling arrangements? If they're searching for a particular good or service, can they verify that it will be available at the location they're looking at?

Using the Google AdWords location extension allows you to provide relevant information for each of these questions. A pin on the sidebar's Google map lets customers imagine their routes to your location, and other information – such as hours and phone numbers – can be displayed with your AdWords ad as well. Not only does this increase customer confidence, but it also begins the process of customer engagement that can lead to a visit and ultimately a sale.

Use the Google Local Business Center

Because Google is so good at accruing information, it's possible to have a listing for your business on Google Maps without ever having signed up for one. While this can be a good first step if you've got good word-of-mouth around your brand, actively managing your Google presence will benefit you much more in the long run. As part of your AdWords campaign, use the Google Local Business Center to coordinate your presence on the Maps with your ongoing AdWords campaigns.

Properly managing your presence in local search results means greater engagement with your local customers, so make sure not to neglect these Google AdWords tips in your marketing plan.

Google Tag Manager Essentials – Part Three (Common Tracking Setups)

Charles Brodeur - Monday, September 28, 2015

The Universal Analytics Pageview Tracking

The first tag you will want to likely configure will be your Universal Analytics tag that will communicate directly with Google Analytics from within GTM.  To do this, add a new tag that is linked to Google’s Universal Analytics platform and is configured with your Analytics Tracking ID found within the Analytics account information. 

It is necessary to have the tag triggered on all pages, which is a built-in default trigger you can select in the fourth step.  Preview and debug your first GTM setup prior to publishing, and double-check to ensure that page views are making it to your Google Analytics platform.

Outbound Link Tracking

Another important tag common found in GTM containers is a handy one for analytics insights: tracking departure or outbound links from your site.  To do this, ensure that the variable labeled ‘Click URL’ is enabled prior to designing the trigger. 

The trigger’s design will be configured as a ‘Link Click’ type, wherein it will fire only under circumstances where the aforementioned variable does not contain your website’s base domain.  This will filter out all intra-site traffic and filter in everything else.  From there, create the associated tag with the necessary added information on configuration and firing.  It is necessary to have it fire in only ‘click’ circumstances.

Email Address and Phone Call Tracking

For businesses and websites of any sort, another important thing to track is customer and client communication.  For the purposes of email and phone contacts, the process is quite similar.  Initially, you will need one trigger for each: for the email trigger, it will fire only when the click URL contains ‘mailto:’, and for the phone trigger, it will only fire when the click URL contains ‘tel:’.  Ensure these triggers are set and named appropriately prior to implementing them into tags. 

For the tags, you’ll need to perform a two-step implementation for both the phone tracking as well as the email tracking.  Create and label your two tags appropriately with the necessary configuration under the third step, and fire them in click scenarios where the respective trigger is to be fired. 

You will also need to create an exception/block trigger on the external/outbound link tag you created earlier to ensure that the phone and email tags do not fire the outbound link tracking tag by mistake.  To do this, re-visit the conditions under which the outbound link tag will fire, and add the mailto: and tel: triggers as blocks/exceptions to prevent overlap. 

PDF Viewing/Downloading Tracking

A final basic tag setup one may wish to implement on a page is the downloading of PDF files, particularly in circumstances where these documents may be instrumental in the sale of a good or service.  To do this, create a trigger that fires under the circumstances where “Click URL matches RegEx ‘/.pdf” as seen in the attached photo.

After that trigger has been created, create an associated tag to fire with an appropriately labeled tag configuration and trigger calibration.

Google Tag Manager Essentials – Part Two

Charles Brodeur - Monday, September 28, 2015

User & Group Administration

Chances are high that you work on a team, and other members of this particular group will probably want some sort of access to your Google Tag Manager platform.  GTM V2 has a robust yet simple user management interface to help you administer other users at both the account and container level.

In the Admin tab on the top navigation bar, navigate to User Management in either the Account settings list or the Container settings list depending on your desired modification.  There are four distinct properties that can be applied or restricted that are self-explanatory and in ascending order of intensity: view, edit, delete, and publish. 

By controlling your user management at both the account and container level, you can ensure a cohesive and cooperative work environment where everyone can access what they need to while mitigating security and performance risks. 

Previewing, Publishing, and Version Administration

Previewing permits one to debug and analyze the performance of a container that is present on any given website.  By enabling the preview mode (found under the red Publish button), you can access an unpublished draft version of how the tags will operate on any given page.  This can play an important role in ensuring a level of safety and accountability in the changes that you opt to make to your Google Tag Manager containers and accounts. 

The debugging console itself will create a window at the bottom of your browser.  This will show you detailed tag information, including when data is processed and the firing status of your tags and triggers.  It is important to note that it can only be accessed when the preview mode is enabled, and only in an additional tab/window of the specific browser in which you are working.

Versions are essentially container snapshots, which provide one with the ability to save and preserve working changes at regular intervals to ensure undesirable modifications can be reverted if and when necessary. 

Saving versions is completely independent of publishing, but publishing containers cannot be done without saving it prior.  One should always ensure that published versions have first been previewed and debugged sufficiently to avoid complications and frustration.

Importing and Exporting your Containers

There are two main reasons why one may opt to transport containers in Google Tag Manager.  The first is that one has a drafted template wherein one can setup identical essential GTM elements to other existing sites. 

There are several common themes between the tags, triggers, and variables of most conventional websites running GTM.  The second reason is to ensure that all of one’s website configuration data can be stored in a central and secure location backed up.

To import and export elements of one’s containers, visit the Admin tab and navigate to the Import / Export option and follow the simple instructions.  Files are stored and retrieved in .JSON text format.

Google Tag Manager Essentials – Part One

Charles Brodeur - Monday, September 28, 2015

Google’s Tag Manager (GTM in short) is all about improving your marketing efforts.  It creates a powerful opportunity with a great amount of potential for bolstering what matters in your business: efficiency.  It has dependability and reliability where you need it.

With the introduction of V2 of Tag Manager (now located at http://tagmanager.google.com/), Google added some intuition and facilitated greater ease of acquiring and applying your skills. 

The Structure & Hierarchy of GTM

At the highest level, knowing what an account and a web property are is of importance for structuring your account.  This account’s creation is usually done from a single Google account.  Note there is an important distinction between a Google account and a Gmail account.

Typically, you will have one account and one web property beneath it per web entity or mobile app that you plan to manage and administer changes to.  These should be created and implemented prior to proceeding with your configuration to avoid confusion and complicating the process.

Within this web property, you will be creating a container, in which you will be placing all of your tags, triggers, and variables.  First acquiring an understanding of the relative link of these concepts will ease your transition into applying Tag Manager on your website or mobile app. 

GTM Terminology

Like most tools, Tag Manager comes with a set of tools that have a unique and important set of vocabulary that is important to understand in order to maximize your understanding and fluency with the tool. 

Tags are the fundamental component of what Tag Manager does as is implied by the name.  They are simply snippets of codes that execute on pages.  Typically, GTM tags are designed to send information directly from your site to a third party application including but not limited to analytics and data platforms like Google Analytics.  When tags operate, they do what is known as firing or executing. 

In order to fire these tags or code snippets, a trigger is required.  Triggers are pre-configured calibration tools that decide when specifically a tag is to be fired with conventional true or false run-time values.  But these values also have importance in your implementation setup: they are known as the variables, which are compared when a trigger is determining whether firing is necessary.

GTM Setup & Configuration

Once you have a grasp of the structure and terminology, you’re ready to get started.  On your GTM account home page, visit Admin and click on Install Google Tag Manager on the right-hand side of the page. 

As the instructions make note, you need to copy and paste the entire code snippet onto every page of your website following your opening <body> tag in the site’s source HTML code.  This is a very distinct process depending on how your website was created, and also by whom it was created.  Ensure you have a good understanding of what you’re doing when you inject the code onto your page to avoid causing damage to your website’s appearance and performance.

Google Search Console – Part 2

Charles Brodeur - Monday, September 28, 2015

Now that you’ve got your account setup, you’re probably quite curious as to why you had to bother with that process.  After all, isn’t Webmaster Tools a de facto tool for Webmasters?  That’s part of the main reason why Webmaster Tools is in the process of re-branding the tool as the Search Console.  There are so many different parties who can use access and insights from the tool, that it is hard to ignore the potential beyond webmasters using this tool.  The goal of this article is to share with you the nuggets of information you can find in Google’s Webmaster Tools known also as the Search Console.  The information extracted from this tool can be particularly useful with proper interpretation.

If you’re at all familiar with the inner and outer workings of a search engine like Google, then you’ll automatically understand the importance that search traffic can play to decision-making business processes as well.  Under the Search Queries report in Webmaster Tools, you can see the top queries that Googlers across the web have used to access your site organically: their number of queries, impressions, and clicks.  The same can be said of your top pages, if you were particularly curious to see exactly where people are landing on your site. 

Another important function of the Webmaster Tools Search Console is the ability to automatically add and sync XML sitemaps, so that Google’s spiders can easily navigate and catalog your website.  By improving the efficiency of their processes, you are more likely to have your content indexed and thus have it searched for as well. 

But what about your website’s performance in the context of other pages?  After all, isn’t a large part of search engine analysis about backlinks?  Indeed, and Webmaster Tools Search Console has you covered in this department.  They will enumerate all of the referral links to your pages from across the web and permit you to event download and export this data for future consumption and interpretation. 

Most of all though, Google’s Search Console permits site monitoring and fine-tuning in ways you might not expect.  For example, if you are particularly a fan of having or not having a “www” in your site’s visible URL, there are settings to change that.  If you have particular geographic segments of the Internet’s population to whom you are hoping to expose your site, there are settings to change that.  If you have a particularly volatile site that changes content quite often, you may wish to manipulate the frequency desired at which Google will crawl your site.  All of these options provide powerful opportunities for you to fine-tune and personalize your Webmaster Tools experience without the need for any sort of advanced coding or refined technical skills. 

The final important setup process when getting introduced to and familiar with the Google Search Console is the enabling of the inherent link between the capabilities of the Search Console with those of Google Analytics.  The data you’ve just spent time setting up and configuring can be used to create more powerful dimensions of insights in Google Analytics, and it is worth exploring the ease and convenience with which the two tools can operate in sync.

Ensure first that you are signed into both the Search Console and Google Analytics.  In Search Console’s main site dashboard, click on the gear icon and follow the dropdown to select Google Analytics Property.  Provided you have registered for both Google Analytics and Search Console on the same Google account and have adequate permissions granted to you on that account, it should be a quick click from there to get everything synced together.  

The Why and How of Google Search Console - Part 1

Charles Brodeur - Monday, September 28, 2015

Google’s Search Console (formerly known as Webmaster Tools) provides powerful insights that can enrich and enhance your marketing analytics efforts and analysis.  Search Console is a very important free tool that every website owner ought to know about because there is no alternative to the sorts of data one can find within it.

Registering a Google Account

Chances are high that you already have a Google account, but it’s important to distinguish between your personal account (that you may use for Gmail or Google Plus) and a more professional Google account that is associated with your company or institution.  If you already use other Google tools (like Analytics or Adwords, for example), then you can sign in with that same account into the Webmaster Tools home screen located here:  https://www.google.com/webmasters/tools.

If you do not yet have an account, you will need to create one with Google.  Given that it is free and just waiting for you to plug in, there really is no reason not to sign up if you want to take your website’s marketing and administrative efforts to the next level. 

Verifying a Property with Google Analytics

Now, obviously, when you’ve signed in with your new account, you will not have access to the webmaster capabilities of any given site.  This must be verified (much the same way that you must verify an email address when signing up for other accounts or making purchases) prior to accessing this vital and sensitive data.  All you need to do to get started is to type in your desired website’s URL into the box and click on Add Property

Assuming you have Google Analytics already setup with your account and have administrative privileges, this is a very easy option.  All you need to do is select the Google Analytics option under alternate methods and click Verify.  However, there are several different means by which you can verify your ownership of a site if you do not have Google Analytics up and running already.  Depending on your familiarity and fluency with web technologies and programming languages, you may require some assistance during this step as it is not always as straight-forward as it seems. 

Verifying a Property through other means

If you’d prefer to inject a line of HTML into your site’s code to verify, then you need only insert a meta tag in the head section of your site’s home page.  Using a CMS like Wordpress or an Ecommerce platform like Shopify will make this process unique to pretty much everyone.  The essence of it is that you will need to access your theme or site’s properties in order to get at the desired location. 

If you have permissions and an account on Google Tag Manager, you can opt to verify through that tool in the same manner that you could have done with a Google Analytics account.  Lastly is the option to communicate your site’s verification permission through your domain name provider.  Selecting this radio button will give you a large drop-down of options depending on the company with whom you registered your domain.




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