Bing Ads – Features You Might Have Missed

January 22nd, 2014 by Charlotte Catsadimas

BLOG-BingFeaturesEven though Google dominates the US search market, advertisers shouldn’t overlook the almost 30% that Bing/Yahoo controls. With most of a PPC professional’s time focused on Google AdWords, it’s easy to miss out on the different features Bing Ads has to offer.

Unlike Google AdWords, in Bing Ads you are able to monitor the performance of the search partner network with their Publisher Performance report. This can be found in the reports area of the Bing Ads UI. Then you can easily exclude the search partner sites that have performed poorly by simply pasting them into Bing Ads Editor. Just select the campaign you want, click on “Exclude Websites” and paste.

Bing has also been retooling the User Interface in order to increase efficiency and productivity.  Like Google AdWords, Bing now has added a navigation pane so advertisers can easily navigate their accounts. From the left side of your screen you can switch between your campaigns, ad groups, keywords and even ads. If you are looking for a specific keyword and want it fast, simply type in the search box and the term will appear in the results.  On the navigation pane, you can also create a campaign, import campaigns or change your account settings.

If your screen is getting a little cramped and you need more room, just collapse the pane by clicking on the arrow located on the top right side. The new navigation pane definitely makes campaign management much easier and saves you time!

Some other Bing Features you might not be aware of include:

  • Reports for negative keyword conflicts
  • Device Targeting
  • Quality Score Reporting
  • Geographic and ad rotation settings at the ad group level

There are always features being added to Bing, so make sure you stay on top of them by checking out the Bing Ads Support website.


Putting Google Maps to Work for Your Business

December 4th, 2013 by Sandi Goldstein

BLOG-googlemapsUsing Google Maps on a mobile device has become an integral part of most of our daily lives. Over one billion people use Google Maps every month. Now, with proper PPC management, local business owners have the opportunity to take advantage of this incredible pool of potential customers to drive business to their brick-and-mortar store. Now, if a Google Maps user performs a search, ads for nearby businesses of that type will appear at the bottom of the screen. These results include a title, ad text, and a link for directions to your store.

Google Maps Ads Image 1

When a user taps the ad or swipes upward, they will see additional information about your business, such as business hours, a link to your website if available, and options to Call, Save Location, or Share Location. Standard Cost-Per-Click charges apply.  An additional CPC charge will also apply if a user clicks to call your business. However, Saving or Sharing the Location or getting directions to your business will not incur any additional charges.

Once your ads are set up, a new feature in your Google AdWords account allows you to see data for these types of clicks. Called “Get Location Details,” you can see the number of clicks, or times someone swiped or tapped the ad, impressions, Click-Through-Rate, Average CPC, Cost and Average Position. In order to view this data, click on the Campaigns tab in your AdWords account, then choose the drop-down menu in the Segment tab and select Click Type. You can also view the number of “free clicks” (action to Save Location, Share Location or Get Directions) in the Dimensions tab by selecting Free Clicks.

In order for your ad to be eligible to be shown, you must have Location Extensions enabled in your AdWords account. To add a Location Extension, click the Ad Extensions tab in your campaign.  You can either select an address from an existing Google Places account if you have one, or manually enter your business address or addresses.

You must also be opted in to advertise with Google Search Partners in your campaign network settings. To do so, go to the Settings tab of your campaign, and click Edit next to the Networks setting. Make sure the box next to Include Search Partners is checked.

Ads for Google Maps are just another powerful tool at your disposal. Why not take advantage of the opportunity to turn Google Maps users into new customers?

 


How Effective Is Online Advertising Without Call Tracking?

November 7th, 2013 by Andy Sylthe

Got Call Tracking?

Tracking conversions, analyzing performance metrics, and being able to optimize ad spend efficiently are important parts of PPC management for any Google AdWords or Microsoft Bing Ads campaign. Tracking conversions for an eCommerce client isn’t terribly difficult. You simply install a code snippet on the checkout success page of the advertiser’s website. That in turn allows conversions to be tracked for online sales. Now what about tracking conversions for service-based companies like attorneys, electricians, plumbers or computer technicians?

The primary method of contact for service-based companies is overwhelmingly initiated by our old friend, the telephone. Accounts that do not track these valuable phone calls are not as effective as accounts that do have call tracking. Imagine if an eCommerce store only tracked 10-20% of its online sales. Business owners would be throwing their hand up, shaking their heads at the dismal numbers being posted month over month. They would almost certainly want to discontinue PPC advertising because of an extremely poor ROI. Not tracking phone calls is essentially the same as only tracking 10-20% of online eCommerce sales. Your ROI won’t look great on monthly reports, and it won’t help in gauging the overall success of a campaign.

Google offers a few methods to help solve the problem of tracking phone calls: Call Extensions and Call Metrics. Having these important ad extensions enabled is highly recommended. Unfortunately, it still won’t help you track 100% of the calls that are being generated from the overall PPC effort. Ad Extensions are not eligible to show every time your ad is displayed. The unique Call Metrics phone numbers do not carry through to the advertiser’s website.

The only way to solve this problem, in its entirety, is to subscribe to a call tracking service that allows unique telephone numbers to show alongside your advertising, and follow through to the website after a paid click occurs. Only then will your advertising and call tracking be 100% efficient. JumpFly now offers a cost-effective call tracking service that solves the question, “where are my phone leads coming from?”