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Looking to maximize your return on ad spend and boost conversions for your business?
Want to start seeing significant increases in your Google Ads profits?
Sometimes minor improvements can make a big difference.
Learn how to tweak your strategy and get the most gains from your Google Ads campaigns in three simple steps.
On April 26, I moderated a webinar with Corey Zieman, CEO/Senior Strategist at Guaranteed PPC. Zieman shared three powerful changes that you can incorporate immediately.
Here’s a summary of the webinar. To access the entire presentation, complete the form.Ecommerce PPC Tweaks
80% of the performance of your shopping campaigns will be down to your image and the price that’s showing on that product.
By following these tweaks, you can triple profit or lower expenses.Tweak 1: Test Product Images In Google Shopping
Go to Google Shopping and search for how other products you’re competing against appear for your keywords.
Then, figure out how to make your product images stand out without taking any new photography.
[See examples] Instantly access the on-demand webinar →Tweak 2: Test Price In Your Feed
You’ll end up making 3x more money by:
Increasing visibility by double.Tweak 3: Change Your Price’s Ending Digits
Why? Because consumers are psychologically trained to be drawn to figures that end with odd numbers, precisely the number 7.
[Discover the impact of changing the ending digits] Instantly access the on-demand webinar →National & Regional Service Provider PPC Tweaks
You can apply these tweaks to sales training or product design firms that are operating nationally.Tweak 1: Use Buyer’s Keywords
[See examples] Instantly access the on-demand webinar →Tweak 2: Use Keywords In Landing Page Headlines Tweak 3: Use Location In Ads & Landing Page
[Discover why this works] Instantly access the on-demand webinar →Local PPC Tweaks
These tweaks apply to local brick-and-mortar stores.
85% of your results on Google Ads will be based on your keyword selection and the landing page you design.Tweak 1: Use Product Keywords To Scale Results
85% of customers come from one keyword type.
So, your opportunity to own more market share in your local area exists within your ability to pick up new long-term buyers as they search for individual items you sell.
[Learn more] Instantly access the on-demand webinar →Tweak 2: Use Location In Your Ads
As people are searching for items online, you can drive customers into your store by being able to get your product now or much sooner.
[See an example] Instantly access the on-demand webinar →Tweak 3: Create A Hybrid Landing Page Strategy
Just as before, you want to illustrate the immediate nature of shopping in person, rather than waiting online.
In this case, you’ll want to include local hints on your landing page.
Here’s an example:
[See conversion stats] Instantly access the on-demand webinar →Local Service PPC Tweaks
Doctors’ offices, massage clinics, tattoo removal clinics, and other service businesses can use these PPC tweaks.
75% of your performance will be due to your keyword usage and landing page design.Tweak 1: Put Keywords In Ads
[Find out how many keywords you need] Instantly access the on-demand webinar →Tweak 2: Put Location In Ads Tweak 3: Optimize Landing Page Layout
Prospects want to know three basic things when they search:
Can your business fulfill its needs?
Do you cover their area?
Can they trust you?
Be sure these answers are included on your landing page.
[See the anatomy of a good landing page] Instantly access the on-demand webinar →Local Home Service PPC Tweaks
For these types of businesses, 90% of the performance of your Google Ads will be down to the ad copy and the landing page design you’re using.Tweak 1: Put Keywords In Ads To Double ROI Tweak 2: Put Location In Ads Tweak 3: Optimize Your Landing Page
A proper landing page will convey the three things the user needs to know to reply in 5 seconds or less.How Much Are You Leaving On The Table?
The company that’s big on Google Ads started small and reinvested its profits into the algorithm to get more returns over the years.
If your competitors can do it, you can do it, too.
Start small if necessary.
[Instantly boost sales with these Google Ad tweaks] Instantly access the on-demand webinar →[Slides] 3 Simple Google Ads Tweaks That Immediately Boost Sales
Here’s the presentation:Join Us For Our Next Webinar! KPIs, Metrics & Benchmarks That Matter For SEO Success In 2023
Reserve my Seat
Featured Image: Paulo Bobita/Search Engine Journal
You're reading 3 Simple Google Ads Tweaks That Immediately Boost Sales
In this way, both physical and website traffic is bound to increase at your storefront, but only if you take note of these updates and make the necessary strides to get involved with the updates ASAP.#1 Utilize Promoted Pins to Advertise Location & Rank First
Promoted pins utilize a company’s logo to mark it on the map. The company’s logo will only occur if the business decides to buy ad space, but will occur on the physical location as soon as the user does a search. These promoted pins are meant to blend well with the existing regular pins and be streamlined with the existing platform (Google doesn’t want them to be an eyesore).
Another bonus of promoted pins is they are marked by a purple pin, instead of a red pin. They will also be the first spot in the organic search results on the app.
You might be wondering what happens if there is a lot of competition for this spot, but Google has made it so that only two can actually rank in this position in a local search. This means it will not only be a highly prized position, but it will also gain more user attention.
To get started with Promoted Pins, you have to be eligible and you can check to make sure you meet Google criteria by doing the following:
Enable location extensions for AdWords
Update your Google My Business listing
Target a location / address and increase bids for locations near your business
Target keywords that relate to your location and what people look up in your area
Once you meet Google’s eligibility criteria, you can start thinking about ad payment.
Payment is ultimately the same principle behind standard AdWords PPC. If someone interacts with your ad, you pay for it.#2 Create a Business Page to Show What You Have to Offer
Learn more about business page optimization here.#3 Local Search Ads for the Win The Takeaway
The Google Glass experiment as we know it is coming to a close, as reports surface that the company will no longer be selling the current iteration of its smart glasses.
However, future versions of the product may be developed by a different division — Google says its still committed to getting a model of smart glasses out there as a consumer product.
For now at least, the current ’Explorer’ program, and all sales of Google Glass, have been put on hold.
Launched in 2013, Google made every effort to get Glass into the consumer marketplace but it never made it past the prototype stages. Growth of the product was held back by public perception of both how it looks and functions, as well as its hefty price tag.
Google is sending out emails to those who have purchased Glass, affectionately referred to by the company as “Explorers”, thanking them for their patronage and ensuring them that Glass still has a future.
“Since we’re focusing all our efforts on the future, we’ll be closing the Explorer Program on January 19. We realize you might have questions about what this means for you. New feature development on the Explorer Edition will stop while we work on the next version of Glass, but you can still call or email us anytime with questions, thoughts or feedback.”
The future of Glass will see the development team moving out of the Google X division and become a separate entity, lead by its current manager Ivy Ross. The team will report to Tony Fadell, CEO of Nest which was acquired by Google last year.
Will the vague promise of a future for Glass do anything to quell the disappointment no doubt being experienced by Glass owners the world over?
I doubt it, but why don’t you tell me. If you bought into Google Glass how do you feel about this news? Do you believe there really is a future for the product?
The combination of a low average CTR and a fierce degree of competition makes for a high average CPC in the office & business needs industry.
Looking at this chart as a whole, it makes a compelling case for running Google Shopping campaigns.Average Shopping Conversion Rate (CVR) by Industry
Typically, when a consumer needs something urgently, they’re going to convert more quickly than someone who’s casually poking around.
For example, whereas a New Yorker who’s suffering in the July heat is inclined to buy that air conditioner unit right now, a man who’s browsing ferns during his lunch break probably isn’t going to make a purchase just yet.
At the same time, though, businesses that sell clothes and beauty products are doing relatively well, too. That’s likely the result of affordable prices and familiarity – a cocktail that makes for low-risk purchases.
Remember when we mentioned the prevalence of Microsoft computers (and Bing users) in corporate offices?
People tend to shop for office supplies while they’re at work, and those transactions tend to take place through Bing.
The average shopping conversion rate (CVR) across all industries is 1.91% for Google Ads and 1.74% for Bing Ads.Average Shopping Cost per Action (CPA) by Industry
Generally speaking, there’s a positive correlation between the price of your product or service and the amount of money you’re willing to pay to win a conversion.
To be more precise, there’s a strong positive correlation between your profit margins and the amount of money you’re willing to pay to win a conversion.
At the other end of the spectrum, sweaters, CDs, and packages of dog food aren’t the most expensive products in the world – hence the CPAs for clothing, arts & music, and pet care living well under $30.
The average shopping cost per action (CPA) across all industries is $38.87 for Google Ads and $23.05 for Bing Ads.Average Monthly Shopping Budget by Industry
If your business is just getting started with shopping campaigns, or if you’ve recently inherited a couple of SEM accounts, knowing how much your competition is spending is incredibly helpful.
Use the average monthly budget within your industry to give yourself a logical starting point.
In fact, due to relatively low CPCs (compared to standard search), you may be able to drive strong results with as little as a couple hundred bucks a month!
In other words, failing to complement your Google Shopping presence with a couple Bing campaigns is a surefire way to miss out on valuable, inexpensive conversions.
The average shopping monthly budget across all industries is $770.41 for Google Ads and $392.53 for Bing Ads.What Does It All Mean?
If you’re unhappy with the way you stack up against the figures in this report, don’t sweat it. Paid search is particularly tricky for ecommerce businesses.
Between keeping your product data feed clean and up-to-date, managing your shopping campaign structures, and optimizing your on-site experience to maximize conversions, you have a lot of moving parts to keep track of.
If you don’t have the time, resources, or bandwidth to take all of that on, we’re here to help.
At the beginning of the month, we launched our brand new shopping software solution – WordStream Advisor for Ecommerce.
With this tool, we’ll help you optimize everything from your data feed to your campaigns to your landing pages.
You can start your free trial here!Data Sources
Google announced today what is potentially a large change for certain paid search managers: the broad match modified version of keywords will be going away.
This change will start rolling out in two weeks.What’s Happening to Broad Match Modified?
Phrase match will now expand to cover broad match modified instances. Google notes it will “continue to respect word order when it’s important to meaning.”
Advertisers will not have to take any specific action. Performance data will stay where it is, but the new matching behavior will start to take place.
Broad match modified keywords can continue to be added until July. At that point, it’s anticipated the full roll-out will be completed and no new ones will be added. Existing broad match modified keywords will continue to serve, but will be matched based on this update.
Google notes this streamlining helps save account management time so brands are spending less time managing specific keywords.How Does this New Matching Mechanism Work?
Currently, broad match modifier tells Google “these terms must all be present in the search query.” It’s expressed by putting a plus sign in front of the keywords required in the search.
Phrase match traditionally tells Google “the words must appear in this order.”
While Google isn’t specific, they note that Phrase Match will now cover both of these needs, while considering whether word order is important.
The example they use is if a moving company wants to help people move from New York to Boston, but NOT from Boston to New York.
Here’s how the keywords for “moving services nyc to Boston” (phrase match) or +moving +services +NYC +to +Boston (modified broad match) would be treated in this new era:
In other words, it can distinguish intent.
Additional examples of before and after include:How Should Advertisers Prepare?
This will likely also affect budges, especially for accounts that allocate budget by match types or divide match types by Campaign or Ad Group.What Does This Mean?
On the face of it, consolidation of platform complexity.
In the past, Google’s automation features were lacking. It was hard to justify taking your hands off those controls.
Brands have wondered for years if Google will achieve a “no keyword needed” environment. While that is still up for debate, they are certainly trying to consolidate and streamline that part of their platform.
Google’s announcement can be read here.
Docker is an interesting platform. With it you can deploy thousands of containers with pre-configured software for use on servers. What’s even more interesting is that this platform has gotten so huge that it can be used on other platforms outside of Linux.
That is, until now. Introducing Simple Docker UI. It’s a Chrome-based app that allows you to install, manage and tweak docker images.Installing Docker
Before using Simple Docker UI you’ll need to get Docker installed and running on your system. There are some detailed instructions on how to get the Docker system up and running on Ubuntu Linux. Just head over to this guide, and follow it step by step. Soon after, Docker should be running on your system, and you’ll be able to try out the Simple Docker UI app.
Not using Ubuntu? Don’t worry, Docker has it’s own instructions for all operating systems. Just head here, and you’ll have it set up in no time!Getting Simple Docker UI
Simple Docker UI is a Chrome application – meaning, in order for everything to work properly you’ll need to have a valid Google Chrome or Chromium installation on your system. Both are fairly easy to install.Setting Up Simple Docker UI
Though thi is a Chrome app, that doesn’t mean it’ll work right away. First, you’ll need to configure a few things. To start, open a terminal window and do the following:
Once inside the file, paste the configuration below into it.
Description=Docker HTTP Socket
Once the configuration is in the file, save it by pressing “Ctrl + O” on your keyboard. Then, exit nano by pressing “Ctrl + x.” Doing this will ensure that Simple Docker UI can connect to the remote API.
You’re not done yet, though. Some modules need to be started. The first thing that needs to be done is that the systemd file we created needs to be enabled. This can be done with:systemctl
Once enabled, Docker needs to be stopped. Why? The socket can’t be started without it.systemctl stop docker
Now that Docker has been stopped, we can use systemd to start the socket.
Note: you may need to restart your machine for your Docker containers to start showing up in Simple Docker UI.Using Simple Docker UI
Installing and deploying an image is remarkably easy. Once you find what you want in the registry, the tool will go out and download all it needs, and then it’ll be installed into your Docker installation. After that you’ll be asked to name the container and customize it, and then it’ll run.Conclusion
Overall, everything you’d need to do in Docker with the command line can be done in this app in a more efficient and effective way. Sure, it’s a Chrome app, and that makes it far from perfect, but it’s hard to argue that this tool isn’t anything but extremely useful.
If you’ve wanted to try Docker but don’t want to mess with the terminal, this tool is for you. Alternatively, if you do like using Docker with the terminal but you’re looking for something faster, Simple Docker UI might be exactly what you’re looking for.
Derrik Diener is a freelance technology blogger.
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