Callout Extensions: A Great Way to Enhance Your Ads

October 20th, 2014 by Charlotte Catsadimas

BLOG-calloutsLast month Google announced callout extensions, a new type of ad extension in AdWords. The callout ad extension allows advertisers to include additional text that provides details about their website, before potential customers even click an ad. Businesses can draw attention to specific products and services they offer, such as free shipping, price matching or anything else that might make them stand out from competitors. Callouts appear below text ads and can also be shown with other ad extensions.

Google requires a minimum of two callout extensions per account, campaign or ad group. However, they do suggest creating four callouts per level to ensure as many callouts as possible are available to show with the ad.

With a little PPC management, callout extensions are updated very easily. For example, you can keep your special offers and sales current without having to create or edit text ads. And unlike text ads, if you edit callouts, you won’t reset any of the performance statistics!

Comprehensive reports allow you to see the number of clicks on your ad when the callouts appeared at the campaign, ad group or ad levels. They can also be scheduled, allowing you to select the day or time callouts show. The reporting and scheduling features are available from the Ad extensions tab.

There are some best practices to keep in mind. Google has discovered that ads using sentence capitalization perform better than those with title capitalization. For example: “Free shipping” vs. “Free Shipping”. In addition, callouts may have a maximum of 25 characters, but Google recommends keeping text short, using a maximum of 12-15 characters. Callouts should be like a bullet point, using specific details to help customers decide whether or not your website is the one they are looking for.

Callouts started rolling out September 3rd, and should now be available to all AdWords accounts. Take advantage of this valuable, additional ad real estate.


JumpFly Releases Proprietary PPC Management Software

September 29th, 2014 by Brad Garlin

PPC Management SoftwareJumpFly unveiled revolutionary proprietary PPC management software, available exclusively to JumpFly clients. This world-class resource provides an additional level of account review and analysis that competitors cannot provide. After years of development, JumpFly’s powerful PPC alerting software now tracks all client accounts, providing another layer of valuable monitoring and critical performance based analysis.

JumpFly determined that the best possible way to manage accounts is through a combination of human and software powered analysis. As many unfortunate advertisers have learned, relying on a set of automated rules to manage a PPC account can have disastrous results. However, properly developed software is an incredible tool to help account managers identify potential warnings, trends and opportunities. Below are some examples of what JumpFly’s tools include:

  • Results Based Opportunity/Warning Alerts
  • Account Offline Alerts
  • PLAs/Shopping Campaigns/Feed Offline Warnings
  • Account Level Budget Monitoring
  • URL Monitoring Identifies Any Offline Landing Pages
  • Call-Tracking Services

This one-of-a-kind software was developed in-house, over several years, by experienced PPC professionals in order to help all JumpFly clients realize the best results possible. Software alone cannot understand every unique variable relating to each specific client’s business, but when properly developed, acts as an invaluable tool to help identify potential opportunities or areas of potential concern. JumpFly’s software currently triggers alerts based on hundreds of pre-set rules, providing each JumpFly client another set of automated eyes that helps monitor results all day every day.

“There is currently no other software on the market that works anything like this,” commented Brad Garlin, JumpFly Managing Partner. “We’ve developed something truly unique that enables JumpFly clients to benefit from the power of advanced artificial intelligence, without the risk associated with relying on automated bidding solutions. This is a significant advancement in the way we manage accounts, and the winner is our clients.”

 


Bing Ads Network Device Targeting Changes

September 22nd, 2014 by Miranda Rutkowski

BLOG-devicetargetingYahoo! Advertising recently announced that the Bing Ads platform will be changing in September in order to “simplify the ad buying process across devices.” What does this mean for advertisers on Yahoo! and Bing?

While this change will initially only affect those advertisers who have different campaigns targeting desktop, laptop and tablet users, advertisers with Smartphone-targeted campaigns will also be affected in the beginning of 2015.

In order to effectively prepare for this change, advertisers are being advised to take some crucial Bing Ads management steps to ensure a smooth transition into the new platform:

  • If your campaigns are currently targeting desktop and laptop traffic separately, you should combine those campaigns (making sure to delete or pause the duplicates) and add bid modifiers for the traffic sources as needed.
  • If your campaigns are targeting or excluding Smartphone traffic, you should work with your Bing or Yahoo account manager to come up with a game plan in preparation for the updates that will be made in the first half of 2015.
  • If you are only targeting laptops and desktops, you should begin testing tablet traffic and be prepared to apply bid modifiers as necessary. Don’t forget to adjust your campaign budgets to account for additional traffic that will come in from tablet devices.

As you are probably aware, the pay-per-click environment is constantly changing and updating to bigger and better ways of doing things. Here at JumpFly, we know how hard it is to keep up with the changes, and we are eager to help our clients optimize their accounts to perform to their full potential. If you find yourself wondering how this change will impact your business and whether or not your results would benefit from a professional reviewing your account, give us a call. We would be happy to have the opportunity to speak to you about professionally managing your paid search campaigns on Yahoo/Bing and Google.