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  • MEET THE AUTHOR

    Name: Aimee-Leigh Prince
    Position: Marketing Manager
    From: Portsmouth, UK

6 Awesome Benefits of Using a PPC Agency

It’s not uncommon to have your uncertainties about hiring a PPC agency to handle your advertising. In fact many marketing decision makers have the same questions; Is it worth the money? Should I be using my budget on an agency? Or should I get an in house member of staff? And most importantly, can I trust an agency to meet my requirements? After all, if all goes tits up then I’m in no doubt that the blame will lay on your shoulders.

However, if you do your research correctly and find a reliable, honest and motivated PPC agency to work with, then there are actually a lot of benefits for yourself and your company:

Reduced Stress

We all know what it’s like to work in a high-pressure industry, where KPI’s, targets and goals need to be met; often on a budget that seems impossible to work with! It can be stressful and your once manageable ‘to do’ list is now 10 pages long, with 30 different deadlines and only a limited number of staff to get the job done.

Allowing a good PPC agency to manage your digital advertising can actually take a massive weight off your shoulders. You have security in knowing that targets are going to be met and budget is being spent responsibly. It takes away the stress of having to train up staff and you highly reduce the risk of silly mistakes being made (which can happen a lot more often on Google Ads then you think).

This brings me on nicely to my next benefit…

Save Time & Money

What? You can actually save money by paying for an agency? Yep. Let’s go back to my previous point about silly mistakes. You have to remember that at the end of the day Google is like any other business in the world – it’s aim is to make a profit. Google also makes most of their revenue from it’s advertising platform. In fact in 2017 a whopping 86% of revenue came from advertising through Google & Google Network sites. With this in mind is it really all that surprising that Google Ads will allow you to make lots of mistakes on the platform that will completely drain your budget?

Working with an experienced team of PPC specialists means that you can feel safe knowing that your budget is being spent in the most efficient way possible. You rule out all chances of drastic mistakes being made because well, this is what we do for a living and we know what will waste your money and what will be most profitable.

On top of this, your time will be massively freed up to continue that dreaded ‘to do’ list. Google Ads is time consuming and with the algorithm constantly being tweaked and changed you need to always be on the ball. This is tough when PPC is only part of your job and if you’re not careful the very best of campaigns can drastically drop.

Even if you do dedicate a team member to work on your accounts, the time it takes to train a person to a high enough standard to retain an acceptable ROI just isn’t cost efficient at all!

Experienced Staff

Google Ads is not something that you can learn overnight and working with an experienced PPC agency ensures that you are getting the highest standard of work. Our agencies experience alone goes back 15+ years and the knowledge learned in that time means that we know how to get the job done.

It may sound odd but when using Google Ads, Google Ads is not the only marketing platform needed. You also need other things such as Google My Business, Analytics, Search Console, Tag Manager, Keyword Planner Tools and SEO tools such as SEMrush & Serpstat. If you are not using these types of programmes in conjunction with your Google Ads campaigns then you will not be able to properly research & track performance. Adequately learning how to use all these sites takes time, so when you’re trying to meet targets and deadlines it is not ideal to have to be training people on such things. Sure enough though, a PPC agency will already have the knowledge and experience of all of the above and many more tools.

You can also be assured that a PPC specialist will make the most of all Google Ads features. Knowing how to optimise a campaign correctly and not just make changes for the sake of making changes takes a lot of practise. A PPC agency will know exactly what features to use, when new features are released and most importantly know when to leave a campaign alone!

YOU KNOW YOU’RE DOING SOMETHING RIGHT…

WHEN YOUR AVERAGE GOOGLE ADS CAMPAIGN MAKES 506% RETURN ON INVESTMENT

LEARN MORE LEARN MORE
ROI Focussed

One of the very best benefits for your company is that PPC agencies are 100% ROI focused and it is our number one aim to hit the goal which has been set. We care about your business’ targets as if they were our own because at the end of the day a happy client = prolonged business.

You can rest assured that you are getting the very best value for money and relax knowing that the ROI is going to be substantial to your business.

Take a look at one of our clients, where we achieved an amazing 567% ROI by using display advertising.

Reporting & Insight

Another great thing about using PPC agencies? We know numbers. In fact we love numbers. Reporting and insights is one of our main duties and boy do we do it good! Getting to know a client, we also get to know their goals and focusses. What this means is that when we report to you we are able to save you time by pin pointing the exact areas you should be concentrating on and know which are the ‘white noise’ areas.

You should be able to trust a PPC agency to supply you with an accurate performance report which proves your budget is generating results. Understanding Google Ads reports can be difficult to understand for even the most talented mathematician, so having an agency to explain and observe those results will make your working life so much easier!

Not Dependant on 1 Person

Having an in-house member of staff to manage your Google Ads may seem like a great idea but who do they turn to when they are having difficulties; other than Google itself?

When working with a PPC agency you will have your own dedicated Account Manager but remember there is a whole team of qualified PPC professionals in the background to add their help and opinions. Relying on one singular person to to have all the knowledge it takes to run a successful Google Ads campaign is both stressful and unnecessary.

Working for a PPC agency myself I know for a fact that questions are fired round the room like there is no tomorrow and we have constant discussions on what the best course of action would be for a particular campaign. This is because each and every campaign is unique and needs attention in different ways. Testing is also another big part of Google Ads and when you have a whole team of professionals consistently testing new ideas and discussing the outcomes with each other, you open up a whole new level of success than what you would have it were just one person working on an account alone.

This is probably one of the best benefits of working with a PPC agency; the internal communication and interaction between a team of PPC professionals is vital for a successful Google Ads campaign.

I hope you found what you were looking for within this blog post and if you are thinking about hiring a PPC agency to handle your Google Ads why not contact us? We offer a wide range of PPC services including shopping, remarketing, search, display and even SEO if that’s what you want! We’re always happy to share a phone call and take some of that overwhelming stress off of you!

The post 6 Awesome Benefits of Using a PPC Agency appeared first on ShineRank PPC Agency UK.

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Join our Team as a Digital Marketing Assistant

These are very exciting times at ShineRank and we are delighted to announce a new and  compelling opportunity to join our small, friendly and highly-ambitious team as a Digital Marketing Assistant.

Formed in 2012 and operating from our bright and open-plan offices in Southsea, Portsmouth, we are proud to be recognised as one of the UK’s leading Google Pay Per Click Marketing Agencies.

With a happy, loyal and highly-prosperous customer-base, we’re delighted to be embarking on our next stage of business growth and are looking for ambitious digital marketing assistants to join us for this amazing journey.

This role is highly varied and engaging. One day you could be creating or managing keyword search campaigns, the next building and executing product listing or banner ad campaigns.

Whatever your experience, we can teach you everything you need to know to become one of your generations’ brilliant PPC marketers.

For us, what’s most important is your mindset and attitude.

You have to be a positive thinker, a good listener and able to apply a good attention to detail.

Please find below a list of essential skills that candidates must possess to be considered for this role. If you think you have what it takes, we would love to hear from you and you can find application instructions at the foot of this article.

Essentials for candidates to be considered:

Ability to work full-time (Mon-Fri 9-5) from our Southsea offices
Solid experience of Microsoft Word and Excel
An interest in digital search marketing and desire to work in the search marketing industry
A positive mindset and excellent work ethic
Ability to learn and apply new information and ideas easily

Preferrable additonal skills or experience:

Recent experience in Google AdWords
Experience in servicing customers
Multi-lingual abilities
An understanding of HTML, PHP or Javascript
An understanding of search engine optimisation
Google Ads certification

Here’s just some of the benefits this role offers:

Basic starting wage of £18k – £21k (depending on experience) with great scope for quarterly pay increases and career development
Global customer base within a dynamic agency
Casual dress and comfortable environment
Support towards achieving your Google Adwords Certification
20 days holiday per annum
Company pension scheme

Applications

If you would like to apply, we would love to hear from you.  Please send a covering email and attach your cv to paul.clarke@shinerank.com.

No recruitment agencies please.

Many thanks and we look forward to hearing from you!

The ShineRank Team

The post We’re Seeking Digital Marketing Assistants appeared first on ShineRank PPC Agency UK.

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Meet The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
From: Portsmouth, UK

What You’ll Find In This Post…
  • The one thing that is guaranteed to help you beat big name brands
  • Advice on how to implement this secret
  • Useful links and guides

If you’re a clothing e commerce store then I know that the struggle is real. With fashion being one of the most demanding industries of all time it can be tough to compete with big name high street brands such as Topshop and Newlook. It is nearly impossible to rank higher than them with just an SEO strategy. So what else can you do? Luckily for you I have the ultimate secret on how to finally tackle your competitors and reach new heights with your ROI.

The answer….

…GOOGLE SHOPPING CAMPAIGNS!
What are they and how can they help you?

Google Shopping is what was formerly known as PLA (Product Listing Ads) and is a way of promoting your inventory and boosting traffic to your site via Google Ads and Merchant Center. These placements differ from your bog standard text ad as it contains so much more information such as price, images, description and a link straight to the product being advertised.

The number one great thing about shopping ads is that they are actually displayed above all search results, not to mention on the actual Google shopping and image pages. If you do everything properly and make sure you have an excellent quality score then you can rank higher than all the big name brands you are trying to beat!

Did you know that as of Q1 2018, Google shopping ads are driving 82% of retail search ad spend in the UK alone? That’s really quite impressive stuff and this simple fact alone should be raising alarm bells if you’re not currently using the platform to your advantage.

If you are a beginner to shopping campaigns, or maybe you are looking for extra tips and tricks to enhance your conversions, I have that totally covered in this article. But remember, I am writing specifically for clothing and apparel retailers. If you are looking for a more basic guide to shopping campaigns we have another blog post for you!

So, let’s get ready to rumble…

Optimising Product Data Attributes is Key.

When a customer is browsing online the majority of the time they are looking for a specific item or requirement. This is where it is important to make sure you are using as many relevant attributes as possible!

First thing’s first. What is a product data attribute? Well, they are Google’s foundation for creating your shopping ads. It is where you input all the relevant information within your merchant data feed. You can view a full list of the attributes here, however I’m going to be honest and say that it’s not the easiest thing to understand.

To get you started there are some attributes that are a must have. If you don’t include them in your data feed then Google will not serve your ads:

  • [id] – Each product needs to have a unique ID and Google recommends using your product SKU
  • [title] – This one is easy. Your products name
  • [description] – Again, easy. A description of your product is required. Maximum character limit is 5000, however I have found that just a sentence or 2 has the best performance
  • [link] – A direct link to the product you are advertising
  • [image_link] – The URL of your products main image
  • [availability] – Whether your product is in stock, out of stock or available to pre-order
  • [price] – How much your product costs (do not include delivery costs)
  • [google_product_category] – The Google defined product category for your product. For example if you are selling dresses: Clothing & Accessories > Clothing > Dresses
  • [brand] – Your own brand name
  • [gtin] – Your products Global Trade Item Number
  • [mpn] – Your products Manufacturer Part Number
  • [shipping] – Delivery costs
  • [colour] – Your products colour
  • [gender] – Is your product for males, females or unisex?
  • [age_group] – Who is your product intended for? Infant, newborn, adult?

Once all of these attributes are in your data feed then your adverts are ready to go! But unfortunately if you are wanting to beat those big named brands just simply fulfilling the requirements is not enough. For clothing and apparel stores, I highly suggest including the following attributes:

  • [product type] – This lets you condense down your google product category even further. For example: Clothing & Accessories > Clothing > Dresses > Midi Dresses
  • [material] – Your products fabric. E.g. Leather or cotton
  • [size] – The size of your product (this is a requirement if you are selling shoes)
  • [size_type] – Who is the product intended for? Maternity, petite, tall, plus?
  • [size_system] – The country of the size system used
  • [item_group_id] – A separate ID for a group of products that has different versions (colour, size, pattern etc.)
  • [pattern] – stripes, polka dot etc.
  • [additional_image_link] – A URL of an additional image link (maybe you want to show the front and back of your product?)
  • [mobile_link] – This is of course only suggested when you have a different URL for mobile and desktop devices

Including all of these attributes means you are pretty much covering all questions and queries your customers may be having. If you have ticked all of the customers boxes within one glance, then guess what? They are 100% more likely to click onto your ad over anyone else’s! It is also important to remember that shopping campaigns are so much more cost effective for online retailers as the users are already qualified on the price and image before even clicking onto your ad.

I know you’re probably getting bored of talking about product data attributes, right? But there is just one more thing I need to suggest here – trust me it’s a good one for clothing and apparel! Custom. Labels.

Now, you can use up to 5 custom labels in one go and they are fantastic for organising your products…But wait, isn’t that what I have been describing above? Ways to organise your products? Yes. But the above has mainly been for the customers benefit. This is a way of organising your products to help yourself. Check out the most recommended custom labels for clothing and apparel:

Custom Label Your Definition Possible Values
[custom_label_0] Selling Rate Best Seller, Low Seller
[custom_label_1] Seasonal Summer, Autumn, Winter, Spring
[custom_label_2] Profit Margin High Margin, Low Margin
[custom_label_3] Clearance Clearance
[custom_label_4] Price Range 0-5, 5-10, 10-20, 20+

Custom labels make your life so much easier when managing a campaign. Just one example is that you know your best sellers are always going to sell, right? These are the products you want to be pushing. If these products have their own value assigned to them then it will save you a tonne of time when you want to raise their bids. You get me?

YOU KNOW YOUR DOING SOMETHING RIGHT…

WHEN YOUR AVERAGE ADWORDS CAMPAIGN MAKES 506% RETURN ON INVESTMENT

SELL MORE WITH GOOGLE SHOPPING ADS…

…AND WATCH YOUR REVENUE REACH NEW HEIGHTS

Enhance Your Product Titles.

When you search on Google Shopping, before you click onto a product to view more details, the only type of description available is the product title. This means it is vital you have a title that is going to pull your customers in. It must be enticing and in a way, it must say exactly what it is on the tin.

Goggle suggests using the following format:

Brand + Product Type + Other Important Attributes

Note that ASOS has this down to a tee! (I would also take inspiration from the images they use. High quality, correct size and all the models are placed within a plain white background).

Remember you only have 150 characters to play around with and Google advises to get the most important information down within the first 70, so you’re probably going to have to have a few attempts before you absolutely nail it.

Dynamic Remarketing Is Probably the Best Thing You’ll Hear About This Year…

This will get you giddy in your seat. I mean we all know how fantastic normal remarketing is, but imagine this… specific lists automatically generated for you…general visitors…past buyers…product views… AND SHOPPING CART ABANDONERS! Isn’t that just the dream? Think of the potential opportunities of being able to remarket to a customer who was so incredibly close to making a purchase.

You could even remarket with a 10% off deal or free next day delivery because I mean c’mon, if they have placed an item in their basket already then they really don’t need much swaying at all do they?

If you already have a remarketing tag installed on your webpage then you’re going to need to insert some custom parameters. These are elements that allow your tag to send specific information about your products to your AdWords account.

Below is a screenshot taken from Google of the custom parameters clothing and apparel stores will need to use:

To insert these into your tag then just go ahead and follow Google’s instructions. Trust me, it is totally worth doing this! If you are looking to beat all the big name high street brands then you have to use this chance to open up missed opportunities.

Finally… Feed Rules can Have a Big Impact on Your Account.

Feed rules lets you easily optimise, automate and fix your feed, without the need for a developer or 3rd party plugin. Even just a small adjustment could have a big impact on your campaign and there are so many rules that can come in handy.

You can use feed rules to do any of the following:

  • Fix disapproved feeds
  • Populate custom columns
  • Use conditions to set a particular value for an attribute

Quick-change your titles to optimise keywords

These are just the main rules I find most useful, however you can do so much more! You may be wondering, what is a condition? Well, Google defines them as something that ‘can be added in front of an operation to filter items in your feed that meet a certain criteria for your choosing’. You can even go as far as adding a second condition to coincide with the first.

As for operations, there are two types; data sources and modifications. Data sources identify where the data for the attribute should come from and modifications allow you to add additional steps to change your data.

You should use both operations and conditions together for ultimate optimisation! I could go on about feed rules for hours, however I am assuming that you’re brain has just been overloaded with enough information, so I’ll save that for another time ;).

I hope I have given all you clothing & apparel retailers some good advice on how to optimise your Google shopping campaigns? It’s now time for you to go ahead and start beating the big brand names.

If you still have questions you can contact us at any time, or why not let us do a free review of your account and we’ll tell you exactly how we’d do it!

About The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
Email: aimee.prince@shinerank.com

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Meet The Author

Name: Naomi Couper
Position: Social Director
From: Portsmouth, UK
Expertise: Social & Adwords

What You’ll Find In This Post…
  • Top tips on how to utilise Google’s in-built audience generators to create profitable campaigns for your Estate Agency.
AdWords For Estate Agents: How To Create A Campaign That Really Works

Google Ads are everywhere; on our computers, phones and even across our favourite websites. So why should you be using the Google AdWords platform for your estate agency? According to Wishpond, for every $1 spent on the platform, the average business generates $2 in revenue making it the perfect tool to generate more viewings and bookings. However, with Google constantly evolving the platform and adding new features, it can be both stressful and time-consuming to create effective ads.

The digital landscape is awash with competitor Estate Agencies competing for an increase in leads, therefore, just like any other business, Google AdWords for Estate Agents requires nothing less than a considered approach and tapping into the wealth of custom audience options.

Why Most Estate Agents Using Google AdWords Fail

When executed correctly, an AdWords campaign can prove to be extremely profitable, however like with all online advertising, if you don’t understand how to best utilise the features of the specific platform, you’re setting yourself up to fail. The most common reason campaigns fail to achieve a sustainable ROI? Targeting.

Unlike other online advertising platforms like Facebook where targeting is predominantly driven by interests, Google AdWords allows you to target based on audience intent. Not only does the platform allow you to choose the search terms that will trigger your ads, but its choice of ready-made and customisable audiences prove invaluable.

The Types of Audiences
Use Remarketing to Reach Visitors that weren’t Ready to Pull the Trigger

Not every user that visits your website will be ready to make an enquiry or booking the first time around – especially in an industry that requires the user to carry out extensive research before reaching a decision. Remarketing is a service provided by Google that is perfect for showing your adverts to users that weren’t ready to pull the trigger on previous visits. With 70% of website visitors who are retargeted with display ads being more likely to convert, utlising this targeting method is a sure-fire way to improve your conversion-rate – especially when paired with an engaging advert.

Show your primed-audience adverts containing content they didn’t see the first time around, try using:

– Offers & Discounts

– Eye-Catching Imagery

– Impressive, Attention Grabbing Statistics

– Showcase Unique Selling Points of your Agency

Your call to action on these adverts should be simple, yet actionable. With a little bit of effort, you can make remarketing even more impactful.

Utilise Inmarket Audiences

In-market audiences are users that are “actively researching” products. But how does Google know whether someone is In-Market? According to the 2014 Think with Google blog, the official definition is:

To qualify someone as being in-market for a specific product or service, Google takes into account clicks on related ads and subsequent conversions, along with the content of the sites and pages they visit and the recency and frequency of the visits. In this way, Google accurately categorizes users so you can target those most interested in your offerings.

So why is this great news for Estate Agencies? Simple. Google has over 500 In-Market categories to choose from, 8 of which being primarily real estate focussed – these include:

– Real Estate

– Commercial Properties

– Commercial Properties (For Rent)

– Commercial Properties (For Sale)

– Moving and Relocation

– Residential Properties

– Residential Properties (For Rent)

– Residential Properties (For Sale)

Click here to view the full list of In-Market Audiences.

This host of ready-populated real-estate focused audiences makes Google’s In-Market targeting option the perfect way to ensure that your adverts are reaching users that are most likely to be interested in your offering, therefore reducing the risk of wasted budget on irrelevant clicks.

Make Use of The Latest Custom Intent Feature

Custom Intent audiences for the Google Display network was rolled out in November 2017, and it’s the most targeted audience option to date. Custom Intent Audiences offer you more control, allowing you to create your own audience based on keywords and URLs that your audience is actively researching, as opposed to selecting the pre-defined audiences in Google’s In-Market option.

To ensure razor-sharp targeting when using the Custom Intent method, take some time to pick your URLs and keywords carefully. Consider using keywords and search terms with the highest volume of traffic from previous campaigns, as well as the URLs of the top placements on previous Display Network campaigns.

Wrapping Up Google AdWords Audiences

Unfortunately, it’s likely that your competitors may also be ultilising these audiences so you’ve got to stand apart in your adverts and up your marketing game by advertising a USP. What makes your agency services better than your competitors? Are your fees less?

Google’s Audiences can give you an unparalleled opportunity to reach more potential customers that are ready to make a buying decision. There’s no doubt that Google’s algorithms know more about our customer’s behaviour than we as marketers could ever know, so take advantage of this and start creating positive results for your Estate Agency!

The Author

Name: Naomi Couper
Position: Social Director
Email: naomi.couper@shinerank.com
Expertise: Social & Adwords

The post AdWords For Estate Agents: How To Create A Campaign That Really Works appeared first on ShineRank Digital Marketing.

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Meet The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
From: Portsmouth, UK
Expertise: Social & AdWords

What You’ll Find In This Post…
  • Exactly what shopping campaigns are
  • 4 reasons to start using shopping campaigns
  • Some interesting stats

Are you new to AdWords? Or maybe you’ve been on Google’s adverting platform for a while but have only ever really ventured into the generic search campaigns? Either way you have come to this post for a reason; you’re thinking about starting a shopping campaign! I am going to say that 100% is a great idea (of course only if you provide eCommerce services) and I’ll tell you why…

What are Shopping Campaigns?

Google defines shopping ads as ‘ads that include rich product information, such as product image, price and merchant name, and use data attributes from the product information that you submit in your Merchant Center data feed.’ To put it simply shopping ads are created through a platform called Merchant Center where you input all the relevant information about your products. From here you can set up the shopping campaign through your AdWords interface and your ads will then be eligible to appear in a number of different places such as Google Search, Images and Youtube to name a few.

With Q1 of 2018 being over research shows that Google Shopping spend has already sky rocketed up 40% year over year, so now really is the time to get started. I have outlined just a few of the benefits to using shopping campaigns below:

Shopping ads can differ dependant on where they are shown but one thing is for sure; they are much more appealing to the eye than a standard text ad. If I type ‘little black dress’ into the Google search bar then the shopping ads look like the below:

You can see that the great thing here is that the ads show above ALL search results! What’s more is that the image, price and retailer are also included – so if anything I see tickles my fancy I am much more likely to go straight ahead and click on the image rather than scroll down any further!

If I were to then click onto the shopping tab in Google then the results would display the same as the below, where I can filter the results to suit my needs:

From here I can then click onto a product to find out more information such as price, colours, size, similar looks and a direct link to the retailers website:

Pretty cool stuff and way more attractive than a text ad! Don’t forget that your shopping ad can appear in many different places and there will be minor differences in how it is displayed.

Custom labels are honestly a life saviour. They make controlling and structuring your campaigns so much easier, especially if you have a large product itinerary. You can use custom labels to subdivide the products in your feed with values of your choice and can use up to 5 in one go. Here are some examples of the most popular custom labels used:

Custom Label Your Definition Possible Values
Custom Label 0 Selling Rate Best Seller, Low Seller
Custom Label 1 Seasonal Summer, Autumn, Winter, Spring
Custom Label 2 Profit Margin High Margin, Low Margin
Custom Label 3 Clearance Clearance
Custom Label 4 Special Shipping Free Shipping

Be aware that you can only use one value for each of your products. Once you have these attributes assigned it opens up a brand new door for structuring your AdWords shopping campaigns. Let’s take selling rate for an example. You have 15,000 products in your feed, yet only 1,500 of these are considered to be best sellers. You know that these items will always sell and are the most popular, so want to create a shopping campaign containing these products only. Without using the custom label you’re very limited to how you can structure the product groups on AdWords (product category, type, brand, etc). I mean sure you could manually source each item through its product ID, but nobody has the time for that. By using the best selling custom label on the 1,500 products you can create a campaign on AdWords and segment by custom label in no time at all. You then have a campaign with all your best selling items and are able to monitor it closely and use things like bid adjustments to optimise conversions.

We all know that the struggle is real when it comes to optimising your campaigns for mobile devices. This problem is enhancing as time goes on as more and more users are turning to their mobiles to research or make purchases. In fact mobile-shopping related searches has increased by 120% over the last year.

Shopping campaigns are great for mobile conversions because firstly, when you search for a product the shopping ads completely dominate the screen:

Again, like on desktop devices the ads come above ALL text ads. In fact you can only just about see the first text ad on my device when I searched for ‘little black dress’. You are also able to easily swipe left and browse all of the shopping ads with no effort at all. So much easier than having to click on each text ad just to view the product. It’s no wonder shopping campaigns are great for mobile devices!

In fact, when doing some research of my own campaigns I found that 40.59% of conversions came from a mobile device and that the click-through-rate was 0.6% higher than it was on desktops.

If you haven’t been convinced yet that shopping campaigns are the way forward then I have 2 words for you; Dynamic Remarketing. What this means is that you are able to remarket to users with specific product information based on their previous activity.

To do this all you have to do is link your Adwords and Merchant Center account (which if you already have shopping campaigns running then this will already be done) and create a dynamic remarketing campaign.

The following remarketing lists will be automatically generated for you:

  • General Visitors
  • Past Buyers
  • Product Viewers
  • Shopping Cart Abandoners

I think you’ll agree that with lists like these your remarketing A-game has just stepped up a notch. Being able to target both product viewers and shopping cart abandoners with the products they were interested in has huge potential for driving up those conversions.

I hope you have found reason enough in this article to get the ball rolling on your shopping campaigns and if you need any help at all feel free to contact us. After all we are the PPC experts ;).

The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
Email: aimee.prince@shinerank.com
Expertise: Social & AdWords

The post 4 Reasons To Be Using Shopping Campaigns appeared first on ShineRank Digital Marketing.

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Meet The Author

Name: Naomi Couper
Position: Social Director
From: Portsmouth, UK
Expertise: Social & Adwords

What You’ll Find In This Post…
  • What Boolean Search is
  • What symbols to use
  • A guide to using our Boolean Search Tool

There’s no doubt that when it comes to running a successful LinkedIn campaign, ensuring that you’re targeting the correct prospects is a large contributing factor.

With limited search filters in place on LinkedIn, often the best way to source your prospects is by refining the search using Boolean Search Operators.

By inputting a Boolean search string into LinkedIn’s search bar you can get precisely the results you are looking for, including filtering prospects by current/past company, current/past title, zip code radius, location, industry etc.

Sifting through LinkedIn’s 500 million users can feel like looking for a needle in a haystack, but by performing a more precise search you can eliminate irrelevant records efficiently, leaving you with a list of perfect prospects.

What is Boolean Search?

Boolean search is a type of search that allows you to combine keywords, as well as add modifiers (AND, OR, NOT) to produce more relevant results. So, what are the symbols you should be using?…

Boolean Symbols

( ) 
By containing multiple terms in brackets they can be treated as a separate combined term.

title:
Used before keywords to search for that term inside user job titles.

” “
Group around two or more words to create a phrase search.

AND
Used to add another term to the search. 


Used to negative match (delete) a term from a search.

OR
Used to broaden a search string.

Example: If we wanted to target Managing Directors or Managers in Marketing, excluding people who work at ShineRank, we would search for:

(title:”managing director” OR title:manager) AND title:marketing -company:ShineRank

Boolean Search Tool

To make things as easy as possible, we’ve created a LinkedIn Boolean Search Tool, which allows you to input all the criteria you wish to include/exclude in your search. Once this criteria has been inputted, a search string will be generated ready to be pasted into the LinkedIn search field so that you can check the relevance of your prospects. From there you can use the LinkedIn filters to add specific locations and industries etc.

What are you waiting for? You can access the free tool here and  get started on generating those oh so targeted prospect lists.

If you have any questions at all feel free to contact either myself or one of the team.

The Author

Name: Naomi Couper
Position: Social Director
Email: naomi.couper@shinerank.com
Expertise: Social & AdWords

The post What Is Boolean Search? appeared first on ShineRank Digital Marketing.

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Meet The Author

Name: Naomi Couper
Position: Social Director
From: Portsmouth, UK
Expertise: Social & Adwords

What You’ll Find In This Post…
  • What Boolean Search is
  • What symbols to use
  • A guide to using our Boolean Search Tool

There’s no doubt that when it comes to running a successful LinkedIn campaign, ensuring that you’re targeting the correct prospects is a large contributing factor.

With limited search filters in place on LinkedIn, often the best way to source your prospects is by refining the search using Boolean Search Operators.

By inputting a Boolean search string into LinkedIn’s search bar you can get precisely the results you are looking for, including filtering prospects by current/past company, current/past title, zip code radius, location, industry etc.

Sifting through LinkedIn’s 500 million users can feel like looking for a needle in a haystack, but by performing a more precise search you can eliminate irrelevant records efficiently, leaving you with a list of perfect prospects.

What is Boolean Search?

Boolean search is a type of search that allows you to combine keywords, as well as add modifiers (AND, OR, NOT) to produce more relevant results. So, what are the symbols you should be using?…

Boolean Symbols

( ) 
By containing multiple terms in brackets they can be treated as a separate combined term.

title:
Used before keywords to search for that term inside user job titles.

” “
Group around two or more words to create a phrase search.

AND
Used to add another term to the search. 


Used to negative match (delete) a term from a search.

OR
Used to broaden a search string.

Example: If we wanted to target Managing Directors or Managers in Marketing, excluding people who work at ShineRank, we would search for:

(title:”managing director” OR title:manager) AND title:marketing -company:ShineRank

Boolean Search Tool

To make things as easy as possible, we’ve created a LinkedIn Boolean Search Tool, which allows you to input all the criteria you wish to include/exclude in your search. Once this criteria has been inputted, a search string will be generated ready to be pasted into the LinkedIn search field so that you can check the relevance of your prospects. From there you can use the LinkedIn filters to add specific locations and industries etc.

What are you waiting for? You can access the free tool here and  get started on generating those oh so targeted prospect lists.

If you have any questions at all feel free to contact either myself or one of the team.

The Author

Name: Naomi Couper
Position: Social Director
Email: naomi.couper@shinerank.com
Expertise: Social & AdWords

The post What Is Boolean Search? appeared first on ShineRank Digital Marketing.

Read Full Article
  • Show original
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Meet The Author

Name: Naomi Couper
Position: Social Director
From: Portsmouth, UK
Expertise: Social & Adwords

What You’ll Find In This Post…
  • What Boolean Search is
  • What symbols to use
  • A guide to using our Boolean Search Tool

There’s no doubt that when it comes to running a successful LinkedIn campaign, ensuring that you’re targeting the correct prospects is a large contributing factor.

With limited search filters in place on LinkedIn, often the best way to source your prospects is by refining the search using Boolean Search Operators.

By inputting a Boolean search string into LinkedIn’s search bar you can get precisely the results you are looking for, including filtering prospects by current/past company, current/past title, zip code radius, location, industry etc.

Sifting through LinkedIn’s 500 million users can feel like looking for a needle in a haystack, but by performing a more precise search you can eliminate irrelevant records efficiently, leaving you with a list of perfect prospects.

What is Boolean Search?

Boolean search is a type of search that allows you to combine keywords, as well as add modifiers (AND, OR, NOT) to produce more relevant results. So, what are the symbols you should be using?…

Boolean Symbols

( ) 
By containing multiple terms in brackets they can be treated as a separate combined term.

title:
Used before keywords to search for that term inside user job titles.

” “
Group around two or more words to create a phrase search.

AND
Used to add another term to the search. 


Used to negative match (delete) a term from a search.

OR
Used to broaden a search string.

Example: If we wanted to target Managing Directors or Managers in Marketing, excluding people who work at ShineRank, we would search for:

(title:”managing director” OR title:manager) AND title:marketing -company:ShineRank

Boolean Search Tool

To make things as easy as possible, we’ve created a LinkedIn Boolean Search Tool, which allows you to input all the criteria you wish to include/exclude in your search. Once this criteria has been inputted, a search string will be generated ready to be pasted into the LinkedIn search field so that you can check the relevance of your prospects. From there you can use the LinkedIn filters to add specific locations and industries etc.

What are you waiting for ? You can access the free tool here and  get started on generating those oh so targeted prospect lists.

If you have any questions at all feel free to contact either myself or one of the team.

The Author

Name: Naomi Couper
Position: Social Director
Email: naomi.couper@shinerank.com
Expertise: Social & AdWords

The post What Is Boolean Search? appeared first on ShineRank Digital Marketing.

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Meet The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
From: Portsmouth, UK
Expertise: Social & AdWords

What You’ll Find In This Post…
  • Exactly what the AdWords auction is and how it works
  • A simple, easy to understand infographic
  • Key definitions
  • How the display auction differs from the search auction

The AdWords auction can, at times, be confusing to understand. How does my ad get chosen? What factors does Google take into consideration? What even is the AdWords auction? I get it. It’s complicated. I want to help all you PPC geniuses understand exactly what is happening  behind the scenes and how everything works. To get us started take a look at the following infographic, it’s simple, easy to follow and nails down all the main points you need to know:

Pretty cool, huh? I’m hoping you now have a basic understanding of how the AdWords auction works. If you are completely new to the whole platform then some of the wording and abbreviations may not have made sense, but not to worry I have explained below:

  • AdWords: This is Google’s online advertising system where you create online ads to promote your business/services and increase either your sales or website traffic
  • Keywords: These are usually phrases not just singular words. You choose your own keywords and when a user searches the term (or something very similar) your ad may be eligible to appear. Match types are added to keywords to decide how broad or niche the user search can be to trigger a relevant response. To learn more about match types click here
  • Ads: This is what Google displays in the search results. Depending on what type of campaign you are running, either a text ad or display ad can be shown. A text ad is your standard ad for search campaigns and consists of a headline, display URL and a description. You can find out more about text ads and their character limitations here. Text ads are pretty basic but can be optimised by using ad extensions. To find out whether you should be using extensions on your ads, follow this sweet 5 minute read!
  • CPC Bid: This stands for Cost-Per-Click and is the highest amount you are willing to pay for an ad click. Often you end up paying less than your CPC bid
  • Ad Rank: This is the position of where your ad is shown in the search results. It is calculated by your CPC bid (see above) x Quality Score (see below)
  • Quality Score: This is essentially how Google determines how relevant your ad is to the user and is rated out of 10. Your quality score is based on a number of things such as ad quality, relevance, CTR and landing page experience
How does the Display Auction differ to the Search Auction?

The AdWords auction for display campaigns is very similar to the search auction, with only 2 main differences to take note of. The first is easy, you may have to pay an additional fee for ads that use audience targeting. If this happens then your CPC bid will be automatically reduced before the auction takes place. The fee will then be added to the closing auction price.

The second difference to make note of is this; incremental clicks. What the…?! That was my exact reaction when I first heard the term.  But basically it means the following:

  • Incremental clicks are the extra clicks your display ad would get if it were in first position compared to second
  • You pay what’s required to rank higher for these clicks only
  • For example, your ad may get 20 clicks being in first position whereas if it were in second position it may only receive 15 clicks
  • The extra 5 you receive from being in first position are considered the incremental clicks
  • You will only pay what is needed to rank higher for these 5
  • You still have to pay for the other clicks you receive but this will be at a lower price

Incremental clicks are a bit mind boggling, so I have tried to explain it simply below:

The relative CTR of position is Google’s way of showing how many more clicks the advertiser gets from being in the position above. To keep things as simple as possible we’re going to say that all 3 advertisers have the same quality score.

So, advertiser #1 would get 4 times more clicks in the top position than if it were in the second. This means that three quarters of the clicks are incremental and the remaining one quarter are what the advertiser would have received if they were in the second position.

Remember that normally the advertiser will only pay 1p more than what’s required to rank above their competitor.

Here’s how it goes:

  • In total advertiser #1 has received 12 clicks on their ad
  • Three quarters of these clicks are considered incremental, so 9
  • The remaining one quarter (3 of the clicks) are what the advertiser would have received if they were in the position below
  • The amount advertiser #1 has to pay to be in first position is 1p more than that of advertiser #2, so £4.01
  • The 9 extra clicks advertiser #1 is gaining because they are in the first position will receive a CPC of £4.01
  • The 3 remaining clicks that advertiser #1 would have received if they were in the position below will have a CPC of £2.01
  • This is because this is what advertiser #2 would be paying to be in second position

Make sense?

Make a note that if only 1 ad is being displayed then all clicks are considered incremental.

All in all advertiser #1’s cost would look like the following:

The way we worked out advertiser #1’s actual CPC is the total amount spent divided by the total number of clicks. So, to sum it up the main difference between the search and display auction is the process in which the final CPC is calculated!

I know that the AdWords auction can get pretty confusing so why not contact myself or one of the team if you would like to know more. I hope that you at least have a better, more knowledgeable understanding of how the auction works and your brain isn’t too frazzled!

The Author

Name: Aimee-Leigh Prince
Position: Marketing Manager
Email: aimee.prince@shinerank.com
Expertise: Social & AdWords

The post How Does The AdWords Auction Work? appeared first on ShineRank Digital Marketing.

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