One of the great PPC management features of Google AdWords is the ability to pull in Analytics data straight to your AdWords account. Although limited in scope, it provides detailed information such as Bounce Rate, Page/visit, Average visit duration and % of new visits. These are all very interesting statistics to see being imported into your AdWords account but what use can they actually provide? The answer is, quite a bit. Let’s take a look at a single instance and how it can benefit you.
Online retailers with an extensive inventory can be overwhelming to keep up with, especially when the client is adjusting inventory without notifying you of the changes. Let’s say a particular client had a furniture store that had hundreds of products and product lines that you have individual campaigns, ad groups and keywords for. Unfortunately you are not sure if the inventory is being updated without you knowing, and yet you want to keep one step ahead of the client.
You can start the process by sorting your ad groups or keywords by bounce rate from highest to lowest. The reason for this is that a pattern of high bounce rates suggest that the landing page is not relevant to the searchers needs. Although it is possible that other reasons exist for the lack of page interest, a common theme tends to be that the page is not doing what you intended it to do. From here it now only takes a few easy steps to uncover the problem at hand.
Continue by filtering out all 90-100% bounce rates (this is all relative to each accounts particular history) and then individually check the items with significant data points, usually more than just a few clicks, to see where the link takes you. I would be surprised if you did not find several items that were no longer available or had their URLs changed. Now you can go back to the client and present your proactive findings before huge dollars had been wasted on useless clicks.
As time winds down to the “Courtesy Upgrade” of your Google AdWords account, here are a few things that we’ve learned along the upgrade way. Some of these you may already know; others may be a revelation to you. Either way, I hope these tips and tricks help you through the Google AdWords Enhanced Campaign conversion process and simplify the required ppc management.
Click to Call: Some of you might want shoppers on Mobile devices to call only instead of visiting the website. While that might makes perfect sense when someone is in the office to answer the phone, a visit to the website might be far more valuable after hours. Enhanced Campaigns provide us with the ability to direct mobile clicks to calls ONLY during office hours, and after hour clicks will all be routed to the website automatically.
To accomplish this, just visit the Call Extension tab in AdWords. Once there, edit your current Call Extension (or add a new one) and click the Start/end dates, scheduling button. From there, you’ll be able to modify the Call Extension to show ONLY when you actually want calls to be received. Here’s an example of this in practice:
Convert all Google AdWords campaigns at the same time or not: My suspicion is that one or more of you have been in a situation where you’ve added a new campaign in the Enhanced format, but did not have time quite yet to upgrade the other Legacy campaigns. Once you add that new campaign in an Enhanced Campaign format, Google will likely ask you to upgrade the Call Extension for it. All will be fine until the time that you get around to upgrading the other Legacy campaigns. We’ve found that the other Legacy campaigns that are upgraded at that future date will lose the Call Extensions that were associated with them prior to upgrade.
It’s an easy fix, but something to be on the lookout for. As soon as you upgrade the other Legacy campaigns, just enter each of these campaigns and add the new Enhanced Call Extension (created when you added that new campaign mentioned above) to each of your original campaigns.
Did you know you can set up scheduling for Sitelinks in your Google AdWords campaigns?
Let’s say if a customer orders by 2 PM during a business work day, you are able to ship their order the same day. You can set up an AdWords Sitelink that announces that fact — Your Order Ships Today — and use the Sitelink Scheduling feature to only have that particular Sitelink running from Midnight to 2 PM during the work week.
When you edit an AdWords Sitelink, you are presented with an option to create a custom schedule for that Sitelink. In this area, you can choose particular days or stretch of days, and also choose times of day when this particular Sitelink will show up to the searcher. You can choose All Days, Monday to Friday, or even set up a schedule for individual days of the week.
You could also design a custom landing page on your website that reaffirms this to a searcher who clicks on that AdWords Sitelink. Perhaps even include a timer countdown on this customized landing page with a strong call to action to create a sense of urgency and get the user to complete their transaction. This can be a good way to take advantage of your company’s efficiency and give a potential customer a strong feeling of satisfaction from their purchase.
You can also set a Start Date and an End date for your Google AdWords Sitelinks if you want to run a promotional special only for a certain time frame. Again, you could create a custom landing page on your site to use in conjunction with this special promotional Sitelink to reinforce the special offer’s message.