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?”


Google AdWords Offer Extensions

October 1st, 2013 by Krystal Kukuk

Offer ExtensionsLooking to get more foot traffic to your store?  In February of this year Google rolled out their new ad extension, Offer Extensions. With offer extensions and proper PPC management you can now attach a coupon, rebate or discount offer to your Google AdWords campaigns or ad groups that are redeemable in-store only.

Setting up your Google AdWords offer extension is pretty simple.  First you will need to go into the Ad Extension tab in the interface. Next you will want to click the new offer button at the bottom of the screen. From there you just need to enter the details of the specific offer you would like to make: redemption dates, offer code, your terms and conditions, devices you would like to target,  etc. When a shopper clicks on your extension you are charged the same amount you would if they clicked on the headline.

IN UI

Here’s an example of what an offer ad will look like to potential shoppers on desktops or tablets:

Ad Offer Example

Once a shopper clicks on the view offer button they could be given a couple of different options based on the offer code that you pick. They will be brought to google.com/offer where they can view the offer. Then they can either print a coupon or save it online to their “My Offers” page.

Here’s what the Offer looks like to someone who clicks it:

Example of Offer page

The great thing about this new extension is that now businesses have a new way to track and promote foot traffic into their stores from PPC and they can now turn online users into in-store traffic. Have you seen a new offer extension while searching on Google?