Online advertising has become the new mainstream media for advertising. It has taken over other forms of advertising even regarding promotion. Because this trend has become the go-to strategy for marketing, there is immense competition taking place as ads have started to overcrowd the online space. This makes it really easy for small businesses to get lost in the online space.
To make the most out of your digital advertising, you need to use a combination of different marketing tools like Facebook Ads, Google Adwords, content advertising and so much more. These tools will help you to be visible, and even save money as you target your market.
Now, to be more competitive and still save a lot of money in digital advertising, we are going to see some ways in which you can make the most out of the digital platforms.
Tip 1: Using features of the Google Adwords
Google AdWords has a lot of features, and there are quite a number of people are not aware of it. Let us look at one of the most important features that is least used, and it is ad site links.
What is Ad site link?
Site links are extensions that link to your ads. They can take your guests to a specific page on your site, e.g., the product on sale, the store hours, the services you offer, promotions and more. When a guest clicks on the links, they are taken to the page with the product to offer they want to look at.
More on-site links
There are various ways in which site links can show, but it all depends on so many factors like the devices, position and many more. When your site link shows your ad on screen, there are two to six links which can appear on the same line.
On a mobile device or a tablet, your site link extension can show up to eight links which can appear next to each other in a line in a carousel format. Guests can swipe either on the left or on the right to browse on your links. When your ad shows up at the top, your site links will show prominently with a site link on each line.
Sitelinks will show in ads at the bottom and top of the search results in Google.
How to use them
You can choose to add the site links at any level (account, campaign, ad group). You will have to specify the link that will be shown to people, and the URL which is the pages they will click on. There are cases where Google will place descriptions in place of your site links that you have indicated regarding the pages. You can choose to add the details when you are creating/editing the site links, or account details can be used for individual links. For instance, the different ads found in your account. Your ads will become more relevant to your customers when you show additional information with site links.
Benefits of site links
It is easy to schedule with start-end dates: you can specify the time of the day. Day of the week for the site link to show.
Mobile sitelinks customization: you can customize site links for your mobile.
Edit your site links easily: you won't have to worry about losing data when editing the link.
Easy to update: you can change your URLs and link text anytime for sales offers. There is no need to create more text ads.
Cost of clicks: It is free to add site links. The only charge comes when people viewing your ad clicks on them. The cost of a click is equivalent to the cost of headline click on the same ad. This means that you will only be charged at the same cost no matter the link in an ad, be it a site link or a landing page. Your customers are offered a great opportunity to click on the ads, and you are not going to be charged for more than two links on an ad impression.
Tip 2: try using retargeting
Retargeting is also called Remarketing by Google/ this is a feature that allows you to reach your customers who have previously visited your website. You will be able to show them ads that are relevant when they are browsing through other websites in Google Display Network.
Most businesses prefer to skip remarketing when setting up a Google Adwords Account. What people don't know is that, with this feature, anytime someone visits your website, they will be automatically added to your list of retargeting. Once they browse to a website that is on the same Display Network, they will be able to see your ads on those sites. This is a great way to advertise your products and services even after your guests leave your page.
Benefits of re-targeting
If you are targeting to promote awareness, increase your customer registration of drive sales using ads, remarketing is a strategic component that you need to use for advertising. Here are the reasons as to why you need to use it:
Wide reach: it is easy to reach people who are in your remarketing lists across different devices as they continue to browse more than 3 million websites.
Target people when they can buy: it is easy to get to people who have interacted with your business website by advertising to them when they are browsing.
Focused advertising: you can easily remarket to specific individuals. For instance, you can form a list that targets people who added an item to a shopping cat even though they never completed the transaction.
Access to campaign statistics: you will have access to campaign reports to show you how your ads are performing, where they are showing and at what price you are paying.
Cost effective: you can create remarketing campaigns that perform high with automated bidding. An optimal bid is calculated by real-time bidding for the visitor who is viewing the ad, getting you the best price possible through an ad auction. Google's ad auction is not charged.
Easy to create an ad: video, image or text ads are free to produce. You can combine an ad gallery with a dynamic remarketing campaign to present great looking ads on all your products and services.
Easy for customers to find you: previous visitors will see your ads when they are want to look for your business on Google.
How to remarket using Google Adwords
Customer list remarketing: you can upload lists of customer details using customer match. When your customers sign in to Google, they will be able to see your ads across different products of Google.
Video remarketing: people who have interacted with you on YouTube can view your ads as they browse on YouTube and other websites or videos on the Display Network.
Dynamic marketing: dynamic marketing takes your advertising to the next level. It includes ads of products and services that people have already seen on your website.
Search ads re-marketing lists: you can show ads o your previous visitors as they Google what they need once they have already left your website.
Standard marketing: you can also show ads to previous visitors as they browse apps and sites on the Display Network.
Tips 3: Define 'Negative' keywords
You might be scratching your head if this is the first time you are reading this term. Let's dive in and learn how it can help your advertising plan.
What are Negative Keywords and how are they used?
Negative keywords are used to help you focus on the important keywords used by customers by excluding the search terms from your campaigns. You can ad can be placed at the front if it well targeted to interested users.
How Negative keywords work
The basic principle of negative keywords is to choose what you don't want to target. When you are choosing your negative keywords for your advertising, look for terms that resemble the keyword, which can lead a customer to a different product. For instance, let us say you are a cosmetic re-seller and you sell hair products. You will need to add negative keywords for Google search items like 'hair thinning.'
If you are using Video or Display campaigns, you can use negative keywords to avoid targeting videos or websites. You should also be aware that negative keywords work differently for search than on Video and Display campaigns. Places, where your ad appears, may have the excluded terms, depending on the targeting methods in the ad group. For Video and Display ads, 5,000 keywords are the maximum.
Types of negative targeting keywords
You can use exact, broad or phrase match negative keywords. However, the negative match types work differently if you compare them with the positive keywords. But if you want to exclude them, you will have to add misspellings, plural. Singular versions, synonyms, and other variations.
Negative keywords in Video and Display campaigns need to be exact. They won't be room to change the negative keywords afterward.
Negative broad match
Negative keywords have this as the default. In this setting, your ad won't show if the negative keywords are in the search results, even if the keywords are not in order. Your ad will show if the search has some terms of your keyword.
For instance, a negative broad match keyword like "running shoes."
A search of blue tennis shoes or Google running gear will show an add. But a search like running shoes, shoes running or blue running shoes will not show an ad.
Negative phrase match
In negative phrase match keywords are used, then your ad will not show if the search gas the same keyword phrase that are not in the same order. The search can contain extra words, but the ad will not show as the keyword terms are in the same order in the search.
For instance, the negative phrase match keyword 'running shoes.' The search terms blue tennis shoes and Google running gear will show the ad. But the search terms blue running shoes and running shoes will not show the ad.
Negative exact match
In negative exact match keywords, an ad will not show if the search has the same keyword terms in the exact order without putting extra words. It is possible for the ad to show if the search has the keyword terms with extra words.
For instance negative exact match keyword 'running shoes.' Running shoes will not show the ad. But the search terms 'blue tennis shoes' or 'blue running shoes' will shoe the ad.
Important points to remember
Your ad might show in the pages or searches that have close variations of your negative keywords phrase.
Choose the negative keywords carefully. If too many negative keywords are used, the ads might get few customers.
Your ad might appear when someone browses for a phrase that has more than ten words, and your negative keyword comes after the tenth word. For instance, if the negative keyword is 'states,' your ad will show when someone browses for 'the best business ideas that can work well in US states,' because the 11th word is the negative keyword. Alternatively, your ad won't show if someone searches for 'the best business ideas that can work well in states,' because the 10th word is the negative keyword.
Whichever way you choose to implement your online advertising, remember that quality content reigns supreme. Don't have a sales pitch, don't throw your products to people's face because it scares people away. Customers can be won easily with the right content; always aim to have quality in your adverts.