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Written by Caroline Cox on Mar 17

This ad extension could be the key to boosting your CTR & more

Here, you’ll find:

  • Why ratings and reviews matter 
  • How to garner more reviews for your brand
  • Steps to add reviews to your paid search ads
  • Common missteps to avoid

Across industries, it seems like new brands and products crop up every day. Because of this, ratings and reviews have quickly become one of the top ways customers determine which offering might be right for them.

Data from the Content Marketing Institute and SmartBrief show that one-to-one peer recommendations, original research, and product reviews are the most influential content in affecting purchase decisions. 

Looking to amp up your paid search performance? Adding reviews and ratings to your ads might be just the ticket.

Using reviews and rating in ads can help your business gain trust and credibility with your target audience.

Using reviews and rating in ads can help your business gain trust and credibility with your target audience. (Image via Unsplash)

What are the benefits of using reviews and rating in ads?

Using reviews and ratings in your ads can be a highly effective way to make your brand stand out from competitors. Think about it: You’re searching for a particular product or service. There are ads that explain what each brand offers, then there’s an ad with 5 out of 5 stars and a glowing customer testimonial. Which one is likely to catch your eye?

Another benefit of using reviews and rating in ads is how it can help your business gain trust and credibility with your target audience. Nearly 95% of shoppers read online reviews before making a purchase, according to Spiegel Research Center. They also report that displaying reviews can increase your conversion rates by a whopping 270%. 

Pro tip: Ads with extensions are charged just like normal ads clicks, so don’t worry about paying extra.

How do I add seller reviews and ratings to ads?

Google allows you to collect feedback from customers who have purchased a product or service from your site through their free Google Customer Reviews service. Alternatively, Google explains seller ratings as an automated extension type showcasing advertisers with high ratings.

While the Google Customer Reviews service takes reviews customers leave on Google, they work with other reputable review sites like Trustpilot and G2 to aggregate those reviews for inclusion as well. And, since different sites use different metrics, Google rescales the ratings on a scale of 1-5 to compare reviews from different sources more easily, according to Trustpilot.

HawkSEM: Using Ratings & Reviews in Google Ads

Pro tip: You don’t need to have a Google Merchant Center account or Google Shopping ads running to use seller ratings extensions on Google’s Search Network. And if you no longer want seller ratings to show with your ads? Simply remove the extension.

Since this service is automated, you don’t need to do anything special to set it up after activating the extension. You do, however, need to meet certain qualifications before your reviews will show up, which brings us to…

What are the guidelines when it comes to reviews and rating in ads?

For ratings to show up in your Google Ads text ads, you must have an average composite rating of at least 3.5 (though Google Shopping can show seller ratings of less than that). Also, the ad’s visible URL domain must match the domain connected to the respective ratings. 

For seller ratings to show up in paid search ads on Google, they must meet one of these Google requirements in each country the ad is to be shown in:

  • At least 100 unique reviews for the country submitted within the last 12 months via Google Customer Reviews or a third party review partner
  • Google or one of its partners has completed a research evaluation of your site
  • Google has evaluated of your site via Google Consumer Surveys

Things that could keep your seller ratings from being visible, along with there being no guarantee your ads show at all, include not meeting the minimum seller requirements, not having enough information for your business online, and having invalid or incorrect URLs as they relate to your reviews.

How do I get more ratings and reviews for my business?

It’s no secret that more reviews can result in increased sales, better rankings, and more revenue for your business. The trick is getting them! 

There are a handful of different ways you can attract more ratings and reviews for your brand online. For starters, you can look into creating an email campaign. This campaign can be sent out to all of your clients, or can be segmented by those who meet a certain requirement, like a high average Net Promoter Score (NPS), which is a management tool that helps companies gauge the loyalty and happiness of a customer.

Request for these recipients to leave you a rating on Google or the review site of your choice. You can also bake these requests into your phone calls with customers, or include the ask in your email signature. Just make sure you link to the actual place for the person to leave the review to increase the likelihood that they’ll actually follow through.

Pro tip: While asking for reviews is perfectly acceptable, make sure not to fall into “bribery” territory by asking for or offering an incentive in exchange for a positive review. You can, of course, engage with those who leave bad reviews and request they update them once their issue (if there is one) has been solved. Just don’t badger, demean, or attempt to bribe them to do so.

HawkSEM: Using Ratings & Reviews in Google Ads

Experiment with creative ad copy, consistent testing, and other relevant extensions like those for location, price, and promotion. (Image via Unsplash)

When should I not use ratings and reviews in ads?

Reviews and ratings can be a great way to stand out against your competitors — unless theirs are higher. If you’re hovering around 3.75 stars while your competition is displaying 5 out of 5, you might want to remove the extension until you’ve increased your score.

This doesn’t mean your ads won’t stand a chance. While you aim to amp up your reviews, you can still work on beating out or similar brands in other ways. For instance, experiment with things like creative ad copy, consistent testing, and other relevant extensions like those for location, price, and promotion.

Pro tip: You can check out your company’s seller rating profile (if applicable) by going to: https://www.google.com/shopping/ratings/account/lookup?q={yourwebsite}.

The takeaway

Including your company’s ratings and reviews in your PPC ads can be just the boost you need to up your clickthrough rate (CTR) and performance. It’s a simple way to make your paid search ads eye-catching, while showing your target audience that your brand is credible and trustworthy.

By meeting the proper requirements, staying on top of customer service, and ensuring your offering is high quality, you’ll garner reviews worthy of showing off.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her nearly 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

Questions or comments? Join the conversation here!

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Written by Sam Yadegar on Mar 3

If Google Display Ads aren’t part of your digital marketing strategy, you could be missing out

Here, you’ll find:

  • An introduction to the Google Display Network (GDN)
  • The benefits of display ads vs. paid search ads
  • Different types of ads available via the GDN 
  • Targeting best practices for generating leads and increasing ROI

When it comes to online marketing, Google is the place to be. They field more than 2 trillion searches a year — that’s 5 billion a day. Generally, people in the market for a specific good or service are the ones making these searches.

Google Ads allows you to capitalize on this astounding amount of daily searches and quickly earn the attention you need to build brand awareness. You’ll be hard-pressed to find a better way to promote your business, generate leads, and increase ROI.

HawkSEM: The Best Google Display Network Ads for Lead Generation

A Display Ad on the homepage of the New York Times.

Why you should consider Display Ads

Google provides online advertising through two channels: the Google Search Network and the Google Display Network (GDN). Ads delivered via the Search Network allow companies to buy real estate in Google’s search results through keyword optimization. 

Alternatively, the Display Network delivers those visual-based ads you come across while reading a blog article, watching a video on YouTube, or using a mobile app. The GDN consists of more than 2 million websites, videos, and apps where your ads can appear. With ads on these sites, you can potentially reach more than 90% of Internet users worldwide. 

The GDN’s benefits

The GDN is designed to help you reach the right audience at the right time. You can capture someone’s attention early in the buying process, reaching them before they start searching for what you offer. This allows you to influence your prospect before your competition does. It’s a move that can be instrumental in your overall advertising strategy. 

Display ads are affordable, as each cost per click (CPC) is typically less than $1. Whether you’re a small business with limited advertising dollars or a larger company looking to invest in multiple campaigns, Google ads are a budget-friendly option.

Additionally, through the power of visual imagery, digital ads enable you to better establish your brand and keep your company front of mind. You can appeal to users through a variety of vibrant, engaging ad designs, including:

  • Responsive display ads: Allow Google to automatically test different combinations of headlines, images, descriptions, and logos, and then display the best-performing combination 
  • Uploaded image ads: Created outside of Google and can be uploaded via multiple file types into Google
  • Engagement ads: Use the same flexible targeting options as normal display campaigns
  • Gmail ads: Show up in the Promotions and Social tabs of your inbox and, when opened, may expand just like an email

Of all the benefits display ads offer, the ability to target an audience with great specificity may be the most helpful in increasing ROI. Companies who target a niche market by topic, interest, demographic, and even location can see a boost in lead generation and sales.

HawkSEM: The Best Google Display Network Ads for Lead Generation

While specifying your target audience through qualifiers like topics or interests does narrow your focus, it also causes Google to guess which sites would be a good fit. (Image via Unsplash)

4 targeting tactics to optimize your Display Ads

The best GDN ads for lead generation are those that take advantage of the targeting capabilities display ads offer. When creating your display ad campaign, follow these targeting best practices to help maximize your ROI.

1. Leverage remarketing campaigns  

By depositing cookies (soon to be replaced with new Artificial Intelligence technology) via the browser of your online visitors, you’re able to show ads targeting those visitors whenever they view other sites on the GDN. 

People seeing your ads are already familiar with your brand and will be more likely to visit you again. Remarketing (also called retargeting) has been shown to deliver lower cost per action (CPA), so it’s a budget-friendly advertising option.

HawkSEM: The Best Google Display Network Ads for Lead Generation

A look at choosing “similar audiences” on the Google Display Network (Image via SEMrush)

2. Reach similar audiences

Google Ads offers a “Similar Audiences” targeting option. This enables you to increase the reach of existing remarketing campaigns by driving new users with similar browsing habits to your site. Create a new display campaign and choose “Similar to remarketing lists” in the target settings. From there, you’ll select the audience(s) you’d like to reach. It’s that easy!

3. Apply managed placement targeting 

You can also control where your ads are being delivered through managed placements. Specifying your target audience through qualifiers like topics or interests narrows your focus. It also causes Google to guess which sites would be a good fit. This means your ads could be posted to websites that won’t yield results. 

With placement targeting, you can select specific sites you’d like your ads to appear. More focused target audience means more lead generation.

4. Reach in-market audiences 

Google uses browsing trends and history to select potential customers for your offers. These are in-market audiences, and they’re comprised of users who are looking for goods and services that match your offerings. 

Consider creating a campaign under “Interests and remarketing.” You’ll choose In-Market Audiences before selecting the audience type you’d like to reach. 

The takeaway

Navigating the digital marketing world is no simple task. Luckily, the Google Display Network makes creating display ads as seamless as possible. Google’s algorithms help you identify and reach your prospective customers, often before they even know they need you. 

Affordable, eye-catching, and completely targetable, display ads are a great way to generate leads, boost sales, and increase your ROI.

Ready to take your display ad campaign to the next level? Let’s chat.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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Written by Jane Serra on Feb 12

Get ahead of the competition by optimizing your Google Shopping Ads campaign

Here you’ll find:

  • How Google Shopping Ads works
  • How to target the right keywords
  • The reasons why adding negative keywords is crucial
  • Best practices for optimizing ad images
  • How Showcase Shopping ads can help your brand 

The Google Shopping Ads feature is one of the best ways to get your products noticed. You upload your featured products to the Google Merchant Center, splash in some keywords, and images of your products will start to pop up on a Google search along with their prices.

It may sound simple, but there are a handful of key things you need to know to bring in serious sales using this service. If you want to take your marketing game to the next level, consider these six must-know tips to make Google Shopping Ads work for you.

HawkSEM: 6 Must-Know Tips to Make Google Shopping Ads Work for You

Optimizing the information you submit to Google is the key to getting the best return on investment. (Image via Rawpixel)

How does Google Shopping Ads work?

Before we dive into the tips, Google Shopping Ads – formerly known as AdWords – is a paid search advertising service that is available for e-commerce businesses to use to attract new clients.

This service lets brands set up campaigns based on their budget. Your ad will appear in the search results page with your product, cost information, and product photo when a relevant keyword is used in a search.

This will give you a marketing edge because consumers will see your products at the top of the page. It can also benefit you by pushing competitors farther down the search results page. 

What do I need to know about Google Shopping Ads?

Optimizing the information you submit to Google is the key to getting the best return on investment. Let’s go over these 6 tips.

1. Optimize your data feed

When you log in to your Google Merchant account, you’ll want to ensure that your data feed has the necessary information for your product titles. Descriptions in the product title should include:

  • Brand name
  • Material type
  • Sizes
  • Color
  • Model number

Do some keyword research to make sure you’re using the best keywords in your title descriptions. You can use Google’s keyword tracking tools such as Google Search Console and AdWords Keyword Planner to help with this.

2. Target the right keywords

You’ll want to leverage the same keywords a consumer would type into the Google search bar. For example, if your company sells coconut oil, “coconut oil” as a keyword would be too broad to use. 

Instead, imagine the searcher is looking for more specific information about “coconut oil.” It’s best to use long-tail keywords like “best all-natural coconut oil” or “coconut oil for cooking.” Implementing long-tail keywords gives your product a better chance to reach the right audience.

Being specific is important because you don’t want to waste money serving ads to people who aren’t looking for your exact product. Your coconut oil could be used for cooking, for example, while someone is looking for coconut oil body lotion.

3. Add negative keywords

Adding negative keywords tells the search engine platform that you don’t want your ad to end up in a specific search. Let’s go back to the coconut oil example. 

Refined coconut oil goes through a lot of processing and can be used to make soaps, bath oils, or body moisturizers, while unrefined coconut oil is best for cooking. If you’re selling unrefined coconut oil for cooking, excellent negative keywords you’ll want to add would be “refined coconut oil” or “processed coconut oil.” 

4. Optimize your images

To grab a consumer’s attention, make sure you’re uploading high-quality images to associate with your products. Keep in mind that, per Google, your images need to be under 1024 kilobytes

To get the best images possible, consider using a DSLR camera. These are cameras that provide the most detail and are used by professionals.

 Also, make sure your products are clear with no distractions or busy backgrounds. The most popular look is the product with a white background. Use good lighting and make sure the product is the main focus. 

HawkSEM: 6 Must-Know Tips to Make Google Shopping Ads Work for You

If your products aren’t converting, you may want to consider moving them to a different ad group and lowering your bids. (Image via Unsplash)

5. Focus on your top-selling products

Putting your top-selling products in their own ad group will give you the best chance at finding the right audience. You can track your top-selling products by using Google Analytics. Make your bids are on the higher side for these items for maximum exposure.  

If your products aren’t converting, you may want to consider moving them to a different ad group and lowering your bids. This can help ensure you’re maximizing your marketing budget and not overspending.

6. Use Showcase Shopping ads

The standard option that most businesses use is Product Shopping ads. These are the ads that show up on the top of a search results page. They have a product photo, price, and star reviews all nicely packaged in a small box that consumers can easily click on. 

Another option is Showcase Shopping ads. Showcase Shopping ads give your audience a preview of what your brand is all about. This option lets you feature more than one product. It’s also ideal for broader keyword searches. For example, if you sell summer dresses, you can feature multiple dresses you sell in one ad for that keyword.

The takeaway

The tips we’ve mentioned above are crucial for making your Google Shopping Ads campaign successful. Paid search advertising like Google Shopping Ads help your audience find your products. By following the strategies of keyword targeting, using negative keywords, and image optimization, you’ll be on the right track of making your ads pay off.   

Want to find out how you can optimize your PPC campaigns even further? Let’s talk!

Jane Serra

Jane Serra

Jane Serra is the VP of Marketing at HawkSEM. She's an accomplished marketing executive with more than 12 years of experience leading digital marketing teams across demand generation, branding, events, content, and communications. When she's not strategizing, networking, and honing her craft, she enjoys traveling and scrolling Yelp for new restaurants to try.

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Written by Caroline Cox on Oct 15

When done correctly, remarketing lets you tastefully follow your audience and create valuable touchpoints to turn leads into customers.

Here, you’ll find:

  • What remarketing is
  • How to remarket the right way
  • Ways remarketing benefits your business
  • How remarketing can save you money

Picture this: you’re walking around a shopping mall (OK, so maybe think a few years — or decades — back) and you pass by a nice sweater. You’ve seen this sweater in a magazine recently, and it caught your eye. You check out the price tag, feel the fabric, but you’re not sure you’re ready to lay your credit card down.

So you decide to keep walking around. As you’re heading towards the exit, you pass by the sweater again. You’ve had some time to think about it, and you decide to go for it. 

That’s essentially how remarketing works — except online. Remarketing (often used interchangeably with “retargeting”) is a method for connecting your product or service with people who have already visited your site or mobile app. 

While the terms can be used interchangeably, remarketing is typically based on email lists and CRM data (according to Outbrain). Retargeting, on the other hand, is based on pixel data (most often from unknown potential customers).

Remarketing can be done using many platforms, from Google Ads to Facebook, Instagram, and LinkedIn. (Google and Bing also offer remarketing lists for search ads — RLSAs. These vary from traditional remarketing as they require users to be actively searching Google with the campaign keywords you’re bidding on.)

Remarketing works great for multiple industries and verticals — not just e-commerce. It’s a tasteful way to remind people about you, which is especially crucial since studies report that as much as 98% of consumers don’t make a purchase during their initial visit to a brand website. Here are just a few ways remarketing can benefit your biz.

HawkSEM blog: 5 Ways Remarketing Can Benefit Your Business

With the magic of remarketing, you can stay top of mind. (Image via Unsplash)

1. It keeps you top of mind

There are plenty of reasons why people navigate to your website without converting. Maybe they got pulled into a meeting, were just casually browsing their options, or wanted to take their time making a decision.

CMO by Adobe reports that 30% of consumers react positively or very positively to retargeted ads (vs. just 11% who react negatively). With the magic of remarketing, you can stay top of mind for these people by reminding them about their interest through these targeted ads — particularly if they’re searching for similar offerings again. 

2. It ups your chances of converting a lead

If someone found their way to your site or app and was exposed to your brand, you’ve already overcome the big business hurdle of connecting with your audience. Remarketing ups your chances of turning that warm lead into a closed deal. It offers that nudge they need to further pursue what they were looking for from you in the first place.

Consumer-package goods company Kimberly-Clark claims it saw 50-60% conversion rates for consumers who were served retargeting ads, according to Digiday.

Not only do these ad types remind users about you, but they can be programmed to take this user directly back to the page they bounced from. If they last visited your pricing page, for example, then the remarketing ad can take them right back there once they click. The result: a seamless experience that tees them up to convert.

3. It allows you to hyper-focus your ads

One of the biggest benefits of remarketing ads is how they directly target those who have taken action to express interest in your product or service. According to Google, you can create various remarketing lists that apply to specific cases, such as those who added something to their cart but didn’t check out.

Plus, who doesn’t love scoring a good old-fashioned deal? You can create remarketing ads that offer a special discount to a segment of users who have completed certain actions. This way, the prospect has even more incentive to return to your site.

HawkSEM blog: 5 Ways Remarketing Can Benefit Your Business

You can use videos, text, and images in your remarketing ads themselves on the Google Display Network. (Image via Unsplash)

4. It lets you leverage mobile and video

Another thing that sets remarketing apart: its reach. With these ads types, you’re not just limited to the web. You can reach people browsing more than 2 million websites and apps via multiple devices. 

Consider targeting past website visitors on YouTube (or people who have watched your videos on YouTube) with video or display ads as they watch other videos. You can also use things like text and images in your remarketing ads themselves on the Google Display Network.

5. It saves you money

Cha-ching — yes, that’s the sound of saving money with remarketing ads. These ads are some of the most cost-effective options out there. By targeting people who have already shown interest in what you have to offer (making them more qualified), you spend less than you would if you were starting from scratch and casting a wider net.

Though the total cost will depend on your overall marketing strategy, there are other ways to save as well. You can combine remarketing with contextual targeting, for example, to ensure you’re getting in front of relevant prospects at the right time. 

People understand that ads are just part of the package when it comes to being online, whether you’re shopping, reading, or being entertained. By meeting interested users where they are through remarketing, you can turn that reminder into a click, which can lead to a conversion, which will, ideally, become a happy customer and brand evangelist down the line.

 

Here at HawkSEM, we’re no strangers to remarketing. See how we can put this service to work for your company by requesting a consultation.

Caroline Cox

Caroline Cox

Caroline is HawkSEM's content marketing manager. She uses her nearly 10 years of professional writing and editing experience to create SEO-friendly articles, educational thought leadership pieces, and savvy social media content to help market leaders create successful digital marketing strategies. She's a fan of seltzer water, print magazines, and huskies.

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Written by Sam Yadegar on Oct 1

Major announcements and integrated tools filled this year’s Google Marketing Live, an annual event highlighting the best of what’s next when it comes to marketing and the search engine platform.

Here, you’ll find:

  • the latest changes Google has made to their ad platforms
  • how to maximize the ROI of Google Ads
  • a breakdown of the newest Google Ads tools
  • benefits of video bumper ads

Not only was privacy front and center, but Google Ads news included several features that will allow advertisers to increase conversions and run campaigns across multiple channels faster and easier — two words marketers love to hear.

Whether you’re neck-deep in advertising on a daily basis, just getting started, or working with an agency, these 5 new Google Ads tools and updates can remove a lot of the guesswork, jumpstart your productivity, and help campaigns better address your business goals.

1. Gallery Ads

Visual content entices users, increases engagement, and drives conversions. Interactive Gallery Ads, located at the top of mobile search engine results pages (SERPs), feature swipeable image carousels and a display URL.

Gallery ads feature 4 to 8 images, a headline, a tagline, and a landing page link. With the option of up to three different headlines, you can test several combinations of value propositions and CTAs.

Research shows that images are more memorable than text. Travel agencies, restaurants, car dealerships, hotels, and virtually any retail business can drive traffic to their website by adding high-quality visual content and inspiration to targeted keywords in ads.

HawkSEM blog: Google Ads Tools

Google Ads news revealed three new Smart Bid tools that allow advertisers to improve the overall performance of Smart Campaigns. (Image via Unsplash)

2. Smart Bid Controls

Smart Bid strategies take advantage of machine learning to automatically set bids based on the high and low seasons in your industry.

To have more control when using Target Return on Ad Spend, Target Cost Per Action, Enhanced CPC, and Max Conversion, you can apply specific adjustments for Display and Search campaigns.

A few Google-touted benefits to Smart Bidding include:

  • The ability to personalize bids based on context such as browser, language, remarketing lists, device, day, and location.
  • Flexibility to direct bidding performance and set targets on particular goals.
  • Reporting and status updates that tell you which ads perform the best, and tips that can help you improve.

While Smart Campaigns are often faster to set up than manual campaigns, letting Google take the reins may not be beneficial for everyone, particularly for small businesses or those with a highly specific target audience.

Customizations are needed to maximize conversions, such as defining exclusions, budgets, and conflicts of interest. Human interaction takes a campaign from generic to laser-focused on the right specialty or industry niche.

Recent Google Ads news revealed three new Smart Bid tools that allow advertisers to improve the overall performance of Smart Campaigns by manually adding data that enables them to refine the targeting.

  • Seasonality Adjustments: Google’s AI claims to save advertisers time by applying seasonal trends to bids, which also maximizes the budget. However, your business goals will determine if this is the right avenue for you. You can now apply your own expected conversion rate to the Smart Bid, essentially overriding Google’s automated seasonality trends. Use this tool when you run a promotion, similar to one you’ve run in the past, that boosted regular conversion rates. Simply enter a date range, the adjustments, and campaign specifics — Smart Bidding takes it from there.
  • Data Exclusions: You can now select past time frames to exclude from Google’s algorithm when you set up a new ad. You may want to do this if you had previous promotions that boosted conversions. By removing them from consideration, you can achieve a more realistic conversion rate.
  • Campaign Level Conversions: When bidding manually, Google Ads count every type of conversion. However, you may want to optimize for a specific conversion, such as CPA, ROAS, or enhanced CPC. If you have an online store, for example, you track whenever a customer puts items in their cart and also when they purchase. When optimizing your bids, you want to focus on purchases, not the shopping cart action. Campaign level conversions now let you do this.

3. Google Shopping, Reinvented

From the beginning, Google was a way for searchers to find the products they wanted and for businesses to attract new customers. Now, Google has upped the ante by merging Google Express into Google Shopping, creating a unique browsing and purchasing experience.

Consumers now have a customized homepage with personal recommendations and ads for products they may like. With these updates, shoppers can find new products and purchase directly on Google.

With smart shopping campaigns, ad placement and bids are set automatically at a general baseline, dependent on your chosen bid strategy. (However, to get the most out of your ads, they’ll likely need to be tweaked.)

While it’s faster and easier to set up than in the past, campaigns still require tuning based on your budget and specific products. Not only must you meet Google’s requirements for Shopping campaigns, but conversion tracking and a variety of other setup tasks must be completed.

Once set up, Google’s machine learning is combined with your assets and product feed and shown across networks. It tests different combinations of text and images, then displays the most effective options. Your ads can be shown on the Google Display Network, Search network, Gmail, and YouTube.

HawkSEM blog - Google Ads Tools

Discovery ads are targeted based on audience data such as affinity and interest, not search intent. (Image via Unsplash)

 

4. Discovery Campaigns

Google’s Discover was previously known as Google Feed and originally as Google Now. It’s a highly visual, curated feed that mobile users can see when they open the Google app on their Android or iOS device, or when visiting the Google.com homepage.

Users can customize the content seen on their Discover page by selecting topics that interest them. Otherwise, it’ll serve up content it thinks is relevant based on “power of intent,” which they glean from things like your past sites visited, apps downloaded, map searches, and more.

Discovery ads also display in this feed. They’re targeted based on audience data such as affinity and interest, not search intent.

The way users see ads depends on their account settings, including:

  • Location history
  • Home location
  • App and web activity
  • Device

Discovery campaigns let users reach consumers with the right content at the right time. You can create rich, relevant ads and reach millions of consumers across channels, from YouTube and Gmail Promotions to Social tabs.

HawkSEM blog - Google Ads Tools

Bumper Machine takes an existing video ad and generates a short-form, unskippable video. (Image via Unsplash)

5. Video Bumper Ads

Bumper ads are short video add-ons to the standard Google Preferred or TrueView campaigns. They’re not skippable and they extend the reach of campaigns.

Google launched a Bumper Machine tool that makes these ads faster and easier to create. It takes an existing 90-second or shorter video ad, identifies the most critical pieces (such as human faces, logos, and motion or contrast) to generate a short-form video. Bumper Machine is flexible, easy-to-use, and lets advertisers get more mileage from existing content.

The Takeaway

With increased transparency and the power to stay relevant across channels, Google’s new tools give advertisers the opportunity to change the way they see their target audience. The increased interaction and focus provide the personalization searchers want.

For advertisers, access to machine learning can change the way you see your target audience, how you market your brand and the way you engage the consumer at every stage.

Sam Yadegar

Sam Yadegar

Sam Yadegar is the co-founder and CEO of HawkSEM. Starting out as a software engineer, his penchant for solving problems quickly led him to the digital marketing world, where he has been helping clients for over 12 years. He loves doing everything he can to help brands "crush it" through ROI-driven digital marketing programs. He's also a fan of basketball and spending time with his family.

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