New Ad Extensions Available in Bing

June 27th, 2016 by Krystal Urlaub

BLOG-new-ad-extensions-available-in-bing-adsLooking for extra ways to grab consumer attention and showcase your company with your Bing ads? In April of this year Bing released two new extensions: Review Extensions and Callout Extensions. If these extensions sound familiar to you it is because you may already be using them in your AdWords account.

Review Extensions
Review Extensions allow you to highlight positive reviews your company has received from trusted 3rd party sources. These are a great way to show potential customers how your company outshines the competition. This extension allows one of your positive reviews to show at a time alongside your other extensions. This extension source can be clicked but it will link to the 3rd party website at no charge to you.

Callout Extensions
Add an extra line of text to your ads using Callout Extensions. Callout Extensions allow you to showcase even more details about the products or services that your company offers. These will also run in conjunction with your already existing extensions but are not clickable. A maximum of 4 callouts can show at one time.

Labels
Coming sometime this summer is another exciting Bing addition is the ability to create labels. If you have ever used labels in AdWords you already know how incredibly useful they can be. You can label converting keywords, automate certain items to turn on or off at a specific date or time, filter results based on labels and even easily differentiate holiday ads you’ve created just to name a few of their uses.

These extensions are just some of what Bing offers to enhance Bing Ads, and that JumpFly uses for their clients.


Five Common Paid Search Mistakes

June 13th, 2016 by Nikki Kuhlman

BLOG-Five-Common-Paid-Search-MistakesWe’ve had prospective clients come to us and say something like, ‘I’ve tried PPC before and it didn’t work at all. I spent a lot of money, really fast and got nothing out of it, but all my competitors use it, so it must work for them.’ It’s not that your campaigns didn’t work, but that you might be making some common paid search mistakes. Here are five, but by no means, all of them.

1. Not taking Time to Organizing your Campaigns:

Before you set up your PPC campaigns, take time and map out how you want your campaigns organized.  The more planning you do before you set up your campaigns, the more time and money you will save down the road.  You should organize your campaigns into specific themes and have your Ad Groups organized by specific keywords.  Organizing your campaigns from the beginning will allow you to have a clearer picture of your account as it starts to receive data.  You will be better able to manage budgets and bids.  You will also be able to cut down on wasted spending much easier.  A little planning before, can save you a lot of time and money down the road.

 

2. Wrong Landing Page: 

Your goal of a landing page is to take your visitor to the most relevant page.  A lot of people tend to take their visitors to their home page.  Now that’s OK if your home page is the most relevant for the search a user looked up.  However you don’t want your visitor to have to search through your website to find what they are looking for.  If a visitor is searching for “red shoes”, you don’t want to take them to your generic shoe page that shows all colors.  You want to take your visitor to the most appropriate landing page, a page that shows all your red shoes.  If a visitor has to search through pages for what they are looking for, then chances are they will just leave and go somewhere else.  A relevant landing page will keep your visitor more engaged on your site and lead to more conversions.

 

3. Not Using Negative Keywords: 

One goal of PPC is to get targeted traffic to your site and perform some sort of action, such as buying a product or service or filling out a lead form.  When an account is built, you need to take advantage of negative keywords.  Negative keywords can cut down on unnecessary spending.  As an example, say you sell hockey equipment.  Do you really want to pay for people to visit your site who type in the word “free”? Or what if you sell new hockey equipment, but the search is “used hockey equipment” or “hockey equipment craigs list”. It’s highly unlikely they are looking to pay for your good or services and I am pretty sure you’re not in the business of giving away free products, so why pay for that visitor? Here’s another example: you are a medical billing company, and you advertise on “medical billing” – negative the terms job, jobs, career, careers, employment, training, courses, at home to prevent people who are not looking for the service you offer. Save a lot of time, frustration and money by making use of negative keywords.

 

4. Not Giving Your Campaign Enough Time: 

Sometimes people can be quick to set up a campaign, only to shut it down after a week or two if they don’t see the results they were expecting.  Of course there are times when it’s appropriate to shut down a campaign after a week or two, but only if you have enough data to justify this decision.  However there are a lot of times that it takes a longer period of time to gather data and analyze your results.  When you gather data, you learn more about your visitors and how they are finding you and what actions they are taking on your site.  By knowing this information about your visitor, you can refine your campaign to build off the successful items and eliminate the money wasting items. You can also get an idea of what you might need to change on your website. By gathering more data, you can make more informed decisions.

 

5. Not Being Active in Your Account: 

This can be one of the most devastating actions you can do in your account.  While it might not always be on your top of your list and can be rather boring, it is necessary to be active in your account.  The way people search is changing every day.  What might be working today, may not be working tomorrow.  In return maybe you have a slow campaign that isn’t generating much traffic.  Maybe some outside factor is now causing people to search keywords in this campaign.  If your bids are too low, you can miss out on some very targeted traffic.  On the other hand if your bids are too high, your spending can jump through the roof.  Staying active in your account allows you to create a more efficient marketing approach.  You can easily cut down poor performing keywords, while increasing high performing keywords.  Staying active in your account can mean the difference between success and failure. (One caveat with that is being TOO active in your account. Making changes every day, without giving those changes a chance to perform can be just as bad, if not worse, than not optimizing your account.)

Paid search is surprisingly complex. And these mistakes above just scratch the surface of what to do. There are a lot of moving parts. It takes time to master and time to learn what to optimize, what to leave alone, which settings to take advantage of. If you don’t have the time to invest in paid search, then a PPC management company is money well spent.


Ad Extensions at the Ad Group Level – Google AdWords and Bing Ads

April 11th, 2016 by Molly Rod

BLOG-ad-extensions-at-ad-group-levelThere is no question that ad extensions are critical to the success of any search campaign. Extensions provide additional information about a product or service, capture more real estate on the search engine results page, and set your ad apart from the competition. All too often Google AdWords and Bing Ads PPC accounts include one set of extensions across the entire account and miss the opportunity to get creative with site links, call outs, and structured snippets. Creating these extensions at the ad group level will further tailor your message to the search query and make your ad even more relevant!

Site Link extensions (available on Google AdWords and Bing Ads) offer additional links for customers to click on. While the more general “Contact Us”, “Directions”, and “About Us” site links are necessary to include in the account, more specific ad groups may benefit from the use of tailored site links. For example, an ad group designated to blue sweatshirts could include site links to Men’s, Women’s, and Youth Blue Sweatshirts. Offering these extra links related to the search query could give the searcher more options to find a more relevant page.

Call Out extensions (available on Google AdWords and coming to Bing Ads sometime in 2016) provide an additional line of text and are a great way to reach your customers. Let’s revisit the blue sweatshirts example. While the account may be using more general call outs like “Satisfaction Guaranteed” and “Free Shipping”, we can get more specific for the blue sweatshirts ad group. “10% Off Blue Sweatshirts”, “15 Different Shades” and “Super Soft & Durable” will give the customer more information about the specific product and may make them more likely to click on your ad.

Structured snippets (available on Google AdWords) are currently only available in a few headings. If applicable to the business, this extension can allow an additional line or two of text to show with your ad. Account wide, you can use a snippet similar to “Types: Sweatshirts, T-shirts, Jackets, Long Sleeve Tops”. However at the ad group level, an ad for blue sweatshirts will not make much sense with such a general snippet. Instead, “Types: Hoodies, Pullovers, Crewnecks, Zip-Ups” would be more relevant to the search query and would increase the effectiveness of your ad.

Image extensions (available on Bing Ads) are a new way to add a visual component to your ads. Showing an image of a blue sweatshirt next to your text ad can really attract attention.

Using site link extensions, call out extensions and structured snippets creatively can increase the impact of your extensions strategy by making your ads more specific to search queries and increasing the relevancy of your ads. Get the most out of this extra space on the SERP and continue setting yourself apart from your competitors!