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Contractor Digital Marketing Strategies For Quick Results
Contractor Digital Marketing Strategies For Quick Results

As a results-driven contractor digital marketing agency, one of the first things we do when onboarding a new client is to identify the exact actionable steps that we are going to take which produces quick results.

Quick results, such as increased website traffic, social awareness and engagement, or even new sales are super important because they’re the only measurable way at demonstrating to a new client that we’re capable of making things happen for them.

A contractor digital marketing strategy that gets quick results gives us the opportunity to start generating a positive return on investment (ROI) for a client who just allocated funds towards a large marketing budget.

It all boils down to this, the faster my contractor digital marketing agency can hit key performance indicators (KPIs) we’ve set with our clients, the more probable it becomes that we are to establish a solid long term working relationship with them, which simply means a higher return and lower client churn for our contractor digital marketing agency.

In the end, it’s all about figuring out the best avenue of approach to get early positive traction and to do so very quickly before the client losses interest and moves on to the next contractor digital marketing agency. Agency hopping is common so we do everything we can to reduce that in order to keep our clients longer which in turn increases our LTV (customer lifetime value) ratios.

It all begins with our marketing tech stack that automates the entire onboarding workflow ensuring nothing is missed and that constant communication is established with the client setting up their expectations on what to expect working with us.

Then, my team and I use a predefined template based on past problems that we see with their website during our initial analysis.

Our contractor digital marketing strategy

The contractor digital marketing strategy I’m about to lay out for you contains the following, broken up into 3 mission critical categories, which are:

  • Website Based Quick Results
  • Content Marketing Based Quick Results
  • Paid Advertising Based Quick Results

In each category, I’ll use relevant examples that a contractor could face so you know what to be looking for if you want to do it yourself.

The point of this guide is to teach you how to take advantage of these quick wins we’ve learned over the years so that you can have the most impact within the shortest amount of time on your own websites.

Contractor digital marketing

Tip #1: Website Based Quick Results

Revamp the Messaging at the Decision Stage of the Sales Funnel

Most people who land on your website for the first time won’t be ready to make a purchasing decision, at that exact moment. In fact, studies show that it takes an average of 7-9 touch points, with your brand, before someone ever makes a purchase on your website.

Studies also show that first time website visitors has about a 2% initial contact to sale conversion rate.

However, it’s been my experience that most contractors target their marketing content and messaging towards those very few (2%)  “impulse” type buyers that are landing on their website for the first visit.

Instead of taking a hard selling approach, that actually scares people off with pushy sales messaging, which actually alienates the 98% first time visitors. So, why not grab their interest to learn more about your business service offerings?

Here’s the deal, most first time visitors are still learning about their pain point that your service or product could help them with. They’re no where near ready to buy, yet. Now, if you were to nail them with lots of valuable information and resources that helps them understand their pain point better and then presents them with solutions, you’d be a step, or 3, ahead of your competition.

If you use this method you will be able to convert more site visitors into higher quality contractor leads, which we then have to nurture the lead into a conversion or sale event.

Now, I can hear the majority of you wanting to say, “JD we only have so much money and time and we have to get our sales up today or we’re screwed!”

Hate it to say it but if you’re already at that level now, there’s not a whole lot that can be done for you, short or a miracle.

Here’s the reality, if you’re on your last leg where a matter of days or weeks means you sink or swim, I hate to break it to you but more than likely you’re already drowning.

Now, let’s say that you don’t have any type of valuable resources or information to provide. Well, guess what, this makes the perfect time to start creating content. And I know that it sounds like a tremendous amount of grunt work, and believe me it is, but the good new is that you will be able to leverage this hard work in numerous ways later down the road.

Just keep in mind that quicks results are accomplished by delivering the greatest amount of impact with the least amount of resources. You will be able to repurpose this content across your paid advertising initiatives, SEO, website, and contractor lead generation campaigns means that you’ll be to provide quick results across your entire marketing strategy.

Homepage focus contractor digital marketing strategy

The Homepage is where you need to focus

If there’s a budget or time limit, the best place to start making revisions in order to get quick results is on your website homepage.

The homepage is typically the most visited page on a website and is the page upon which most visitors will land on first if coming in direct. Plus, your home page typically has the most backlinks pointing to it from both external and internal links, making it valuable to work with from an SEO perspective.

Given this, it becomes vital that the homepage is able to deliver a great first impression and lets visitors quickly find what they’re looking for.

By beginning with your website homepage you will be able to test the response of your visitors to each change, and whether or not it will give you a quick result.

Contractor Digital Marketing Strategy Tip #1: Website Based Quick Wins by using popups on your website

2. Popups will Provide an Immediate Response

An effective way to get a visitors attention is with a popup. Popups gives us the ability to drive certain actions that you want them to take on your site or an action you want them to complete, like entering your contractor lead nurturing funnel.

An example of this would be building an email list in order to convert these visitors into qualified leads.

If you were to try converting this new site visitor into a customer immediately, by offering them a discount coupon for their first order could mean the difference between them buying from you or your competitor.

Popups don’t take a lot of time to develop and are quite easy to implement, but the also can have a huge impact on your conversion rates.

Contractor digital marketing strategy tips on website optimization to stop using stock photography because it looks fake

3. Stop Using Stock Photography

If your website has any stock images to tell your business story, it’s highly likely you will see an almost immediate increase in the trustworthiness from website users by simply swapping then out for high quality pics which shows your business in action.

Here’s the skinny, people like to do business with those they trust and like, so by getting more trusting visitors will no doubt lead to an increase in your sales. Hiring a reputable photographer is recommended, unless the budget or even time constraints won’t permit, then just bust out your iPhone.

Contractor digital marketing strategy Increasing Page Load Times Leads to an Improve User Experience

4. Increasing Page Load Times can Improve the Site’s User Experience

Everyone expects things to happen right now. and not only right now, but instantaneously. This translates into people being super impatient, with most of  your website visitors getting tired of longer than average page load times, and leaving the site.

Start by testing your site to see if it’s considered a slow website, even if you think it’s performing just fine. Google’s own Pagespeed is where you can run your speed tests for free.

I’d also suggest taking it a step further and testing your other pages as well. In Google’s SERPs, it prioritizes faster loading website pages over slower ones, which means improving your website speed could have a positive impact on the organic SERP rankings, especially on mobile!

If your website needs to increase its performance, there’s numerous culprits that you’ll need to identify for slow load times. Here’s some common issues:

  • Site Hosting – A very common problem is your hosting provider is holding you back which means you’re going to have to make the switch to a better hosting provider.
  • Large Images or Attachments – You have to compress your images and optimize the images size for the internet. For those that are using WordPress, the plugin “WP-Smush” is highly recommended from our personal experience.
  • Heavy CSS or Javascript – That fancy widget that jumps on the page or moves around, yeah kill it because it’s eating up your sites response time and slowing it down.

Getting your website tuned up with faster response and load times could provide a significant boost to your user experience which will more than likely result in a noticeable increase in your search rankings and conversions.

Tip #2: Content Marketing

 

Contractor Digital Marketing Strategy Tip #2: Content Marketing

Usually, content marketing is not thought of as a method for delivering quick wins. Most contractor digital marketers view content marketing as a way to slowly and organically rank in the SERPs in an effort to build consistent traffic in order to decrease the high cost of PPC Ads.

Though content marketing provides this to websites as a long term marketing strategy, it’s also very useful to us in order to get quick results from the other areas that’s in our in our online marketing mix.

Content Fills the Gaps in the Buyer’s Journey

1. Content Fills the Gaps in the Buyer’s Journey

Unless your business is brand new, your website more than likely has some traffic already, whether it’s just a couple people or hundreds that are visiting your website every day. However, most of that traffic will simply not be candidates to make a purchasing decision with your business, on the very first visit.

In fact, most site visitors just don’t know or recognize that they are in need of what you are offering to solve for them. Others might get it but they just won’t be ready to make a purchase decision before they’ve fully vetted all their options.

To combat this, you should create compelling content around the joys of doing business with you as a way to introduce new website visitors on the reasons your product or service is the best solution to solve their pain points.

Seo contractor digital marketing

The SEO Benefits of Content Marketing

Finally, by publishing this type of informative content on your site, you’ll begin to generate attention from search engines. While home services SEO isn’t really a contractor digital marketing strategy for quick results, the additional benefit of this type of high quality content development shouldn’t be ignored or minimized, as SEO is excellent as a long-term investment.

Contractor digital marketing strategy Promote with Paid Advertising

2. Promote with Paid Advertising

While your content will support your existing website traffic, it can always do a lot more. By adding in paid advertisements into your contractor  digital marketing bag of tricks will immediately place your content articles in front of highly targeted audiences. This makes it easier for you to be able to reach your ideal buyers a lot earlier in the sales process or in the buyer’s journey.

Contractor digital marketing strategy repurpose old content

3. Optimize Old Content

If you’re already creating new content for your website, that’s really awesome, keep it up. But it’s also very likely that a lot of your old or current content on site could be upgraded through on-page SEO Optimization in order to be used more effectively at driving relevant web traffic.

When optimizing old content is apart of your internet marketing strategy, there’s 3 options for you to consider:

Remove the Content

You may not think that removing your hard work as an optimal strategy for your content, but it actually can be.

Here’s why.

If your blog posts aren’t providing value to readers, they might have the opposite effect and actually reflect poorly on your brand.

This also holds true in the way Google’s algorithms indexes the content. Short, less than valuable type posts can hurt a sites rankings. If your website is full of posts that nobody is reading, Google takes that as a sign that your content isn’t worth showing in its organic rankings. Google may even determine that your website has less domain authority from this and is not worthy of SEO rankings.

Finally, some of your content may be old or outdated, but time/date sensitive and not possible to bring up to date. Anything that has to due with the out of date information should be removed from your site as nobody cares about yesterday’s news.

Make sure you take the time to delete these old posts so you can deliver the best user experience, more value to site visitors, and making sure Google only sees your most relevant and valuable content on site in order to avoid any rankings drops or even delisting issues.

Content marketing for contractor digital marketing

Upgrade the Content

This strategy allows you to take solid content pieces and make them even better. Upgrading existing content saves you from the time involved in creating new content pieces and it earns more SEO organic traffic, which stems from finding new ways to use the articles.

To effectively do a content upgrade, examine what is currently ranking well and then expand your resource to be more comprehensive and provide new and more valuable information than the best article on Google’s first page.

You’ll also want to identify new relevant keywords you may be able to rank easily for and add them throughout the post. In fact, using latent semantic indexing-friendly keywords is an excellent method for earning more organic traffic, and as a way to provide Google with the article context it needs to best understand what your article is about.

Combine the Content

Lastly, you may discover that you’re able to combine two or more piece of old content into a single super blog post. If you have old posts that aren’t strong enough to rank on their own, look for a way to combine them with other relevant posts which would create a more comprehensive resources that provides tremendous value to readers.

SEO Tools for Fast Actionable Ideas

4. SEO Tools for Fast Actionable Ideas

On-Page SEO Optimization

If your site is a WordPress website, you really should be using an SEO plugin like Yoast which will allow you to begin optimizing your on-page content. Yoast analyzes the page and provides actionable recommendations on optimizing the content based on your selected keyword phrase.

Though it’s not meant to compete with expert SEO advice, it is powerful and will get you on the right path, especially if you’re new to content marketing and looking for a quick and cost-effective way to ensure your sites content is up to par.

Technical SEO Site Optimization

Using an SEO tool like Screaming Frog will make life a lot easier by identifying and fixing site technical errors that you might normally have a hard time identifying and assessing. The process is automated and helps to resolve website issues like 404, 500, and 503 errors that Google would otherwise be penalizing your website for.

It also provides you with analysis on:

  • Site metadata
  • Broken links
  • Duplicate content

Using an SEO tool like this helps to quickly identify issues that aren’t obvious, and to get more out of your content creation by optimizing your articles.

Tip #3: Paid Advertising

Contractor Digital Marketing Strategy Guide to Delivering Fast Results from Paid Advertising

Just about all businesses online use some form of PPC advertising in their contractor digital marketing strategy. Whether your marketing budget is allocated to Google Adwords or on Facebook Ads matters little.

The mistakes with paid advertising that you could be making are:

1. Don’t Compete with Yourself

One of the biggest mistakes we see contractors consistently make is running ads that are basically in competition with one another. Far too often, this happens from audience overlap which only drives up the cost per action while sinking the campaigns ROI.

On Adwords, one of the glaring things I see is keyword overlap because they won’t include an exact match keyword phrase as a negative keyword for their broad or phrase match ad groups.

Though running multiple ad variants is an excellent way to test and find which is most effective, you must avoid targeting the same audience with multiple ad sets just because you once successfully advertised to that audience in the past.

Contractor digital marketing strategy Optimize Your Audience Targeting

2. Optimize Your Audience Targeting

A common contractor digital marketing problem, as discussed above, with targeting your audience on either Adwords or Facebook is targeting the same audience on all ad sets. Even though audience overlap is a common problem stemming from improper targeting, it’s not the only one.

Many businesses typically make assumptions about their ideal buyer persona. Then they advertise to those buyer persona without a clear understanding of whether or not their ads are reaching the right people.

One of the best methods to understand who you should be targeting is by creating fictional representations of your ideal buyer, commonly referred to as buyer personas. Buyer personas can be used to identify the traits of your ideal buyer and to decide on which audiences you should target.

Test new audiences to determine which one delivers the desired results. Also, keep in mind that you need to rotate audiences when possible in order to keep the ads fresh and relevant rather than stale and annoying.

Contractor digital marketing strategy by updating your online paid advertisements every other week

3. Regularly Perform Updates on Advertisements

It really feels good when you finally have a campaign blast off with your ads being more effective than you could have imagined. But, no matter how great your ads are at the present moment, if you continue to show the same ads to the same audience, they’ll eventually become far less effective, which has to do with frequency related issues.

Therefore, it’s super important to rotate new ads in on a consistent basis. For example, at Marketing Media Wizard a contractor digital marketing agency, we create new ads for our clients every week or two depending on their historical performance. For ads that are underperforming severely, we cut them within days, if not hours and replace with variants of our successful ads.

Displaying fresh ads with this level of frequency allows you to keep your audience from getting overrun with the same ole mundane ad they’ve seen over and over again.

When your creating a new campaign, make sure you test multiple versions of your ad elements such as images, copy, and target audience to determine which is most effective for your given target audience.

No matter how great you think your ads are, it’s important to continuously test alternatives and not become complacent. Out of all the ad groups and adsets you create, one of them will typically outperform the others, which gives you the opportunity to wipe the under-performers and adjust the ad budget onto the winner.

Additionally, by running multiple ad variations you will get a better understanding of what types of ads your target audience responds best to.

The more frequently you switch out the ad creatives, the more rapidly you will be able to optimize your contractor PPC Ads campaigns. Rapid ad optimizations is the name of the game when it comes to exploiting quick wins for our clients success.

add in Retargeting Campaigns for your digital marketing strategy

4. Add in Retargeting Campaigns

This is hands down the most important thing you must do in order to secure a quick win for your contractor digital marketing strategy. Retargeting site visitors is one of the most  powerful tools to immediately improve your ROI.

Retargeting is defined as marketing to the same people who have already visited your website. These past website visitors already have a established relationship with your brand, which makes them far more likely to return and buy. These people have already shown an interest in what you have to offer, which makes them far more likely to purchase from your company at some later point in time.

Best of all, implementing retargeting campaigns is relatively easy and quick to setup and get running. In order to use this powerful contractor digital marketing strategy, you will need to add a snippet of code called a pixel to your website. Once installed, the pixel with gather user information which can then be used to create custom campaigns that target users in various stages of the buying process.

An example could be if someone viewed a city service page and then visited your contact page, you can serve them ads for that specific service and even include a discount to incentivize them to buy now.

Retargeting is by far the most powerful tools contractor digital marketing experts have available and represents one of the most highly recommended additions to your contractor digital marketing strategy I can make.

Contractor digital marketing conclusion

Contractor Digital Marketing Conclusion

Before you head off and start chasing quick wins, let me tell you one more thing: In any marketing scenario, your contractor digital marketing strategy is the ultimate key to success.

While it may seem like you have the perfect roadmap to implementing changes that will improve your ROI, it’s vital to understand how everything fits together in your contractor digital marketing strategy. Take the time to select quick wins that work together so that you can deliver the biggest bang for your buck.

While some of the items on your marketing list may represent an excellent opportunity all by themselves, I suggest that you identify all the other opportunities that might have an impact and which can improve your results across the board.

Rather than focusing on improving your paid ads, content, or website singularly, look for ways to improve as many as you can with least amount of optimizations as possible.

The key to having a truly effective contractor digital marketing strategy that produces quick wins is by generating the most impact within the least amount of time and from the fewest amount of used resources as possible.

Is there Any Value in Using Google Display Ads?

Paid online advertising, most commonly called Pay-Per-Click (PPC) advertising, has become one of the most mediums and cost-effective in the digital marketing strategist. The Google AdWords platform enables digital marketers with the ability to easily reach hundreds of millions of prospective customers around the world via search and display ads. This gives us digital marketers the opportunity to reach people in multiple countries, multiple languages, and do it from one computer terminal.

Crazy to think that while I was moving into the Marines in 2003, Google was introducing a brand new, never seen before advertising feature called the Google”Screen Network” on its current platform. With the ability to reach millions of new users for a far lower cost than the Google search network, it has instantly become a huge hit with online advertisers.

After launching the AdWords platform for a couple of years, Google noticed that some keywords were quickly overcrowded. Popular keywords such as”insurance” and”mortgages” attracted so much competition that the cost per click quickly reached ridiculous numbers. Interestingly, these early online advertisers were willing to pay these super-inflated rates.

So as to make their advertising platform more rewarding and more powerful for advertisers, Google has chosen to launch its display network. By offering publishers a reduction in average cost per click, publishers are encouraged to run ads on their site, while Google has significantly increased their viewers.

Today, users can sign up for the Google Display Network partnership through what is pretty widely known as the Google AdSense. By meeting certain website criteria, webmasters can begin to post the Google ad on their site in a few days. Currently, the network has more than two million participants and claims 90% of the population on the Internet. If you’re an online advertiser, then you should rub your palms of excitement!

More advertisers were confined to Google search traffic, but they could now target users that had never been on Google. With a lower cost per click and a larger audience, this has enabled more advertisers to struggle for the same keywords without needing to pay the high cost associated with search keywords.

The new advertising format enabled businesses to advertise in a way they had never achieved before. By incorporating a range of amazing features, such as retargeting and graphic designs, online advertisers started to have many advantages to using the display network.

However, as it usually is in life, if it seems to good to be true, it usually is. .

If it’s really like people think, then everybody would surely use it? But this is clearly not true. With some experts telling you to use it and others telling you how to avoid it at all costs, who should you listen to? That’s exactly what we’re going to deep dive here so you can come to your own fact-based conclusion.

Is there Any Value in Using Google Display Ads?

Google Display Network Benefits

Expanded hearing

The first and most obvious benefit of the Google Display Network is its massive reach. With over 2 million websites in their screen network, this dramatically increases the exposure and reach of your ads. When you use the standard AdWords platform, ads are shown only to people who visit Google and search for certain keywords. If you use the display system, your ads may show to folks who have never done Google search in their life. This is clearly a massive advantage as it helps to increase your exposure and, ultimately, to see your ads seen by even more people.

Is there Any Value in Using Google Display Ads?

Display Ads have a Lower Cost Per Click (CPC)

Compared to the default Google search platform, the cost per click on the display network is almost always cheaper. This means that you can always target users who are interested in your product without having to pay exorbitant fees. With some cost per click on the search network of over £ 10, the display network is a great alternative for advertisers looking to make the most of their money.

Is there Any Value in Using Google Display Ads?

Different Pricing Models

Pay Per Click can be the payment model that many advertisers are used to, but with Google’s display network, it’s possible to change it to CPM. Known as cost per mille, CPM can sometimes benefit some advertisers because cost per 1000 views can sometimes be cheaper than cost-per-click. If you pay 90p per click, but the CPM runs at £ 10, you’ll benefit from using the CPM model if you get more than 12 clicks. This is a great way to save money and improve your return on investment with high performing ads.

Is there Any Value in Using Google Display Ads?

Visual Announcements

Unlike standard Google search ads, which are fully text-based, the display network allows you to use much more attractive visuals. Not only are these ads visual, but they can also be animated to make them even more effective. When placed on the right website, these visuals can dramatically increase click through rates (CTR) and typically result in higher conversions than text ads.

Is there Any Value in Using Google Display Ads?

Retargeting Display Ads

Retargeting ads are among the most effective features of the Google Display Network. When you have never used retargeting ads before, you are absent. Not only do they increase your odds of converting customers, but they are also ridiculously affordable. If a user visits your website via a PPC ad but does not convert it, many advertisers consider it to be a lost track. They’ve already paid the click and haven’t had conversion, so it’s time to proceed to the next user?

Nope!

With the power of retargeting, you can create a new campaign targeting just those who have visited your site. By using Google’s display network, the website tracks users through cookies and displays their ads after visiting your site. By always reminding them of your product and after it on the web, you greatly improve your chances of getting a conversion.

Is there Any Value in Using Google Display Ads?

Google Display Network Disadvantages

The first issue of using the display network is that you don’t really have direct control over which sites your ads are displayed on. Google does its best to place your advertisements on the correct sites, but even that does not always work out the way planned. This simply means that there are times when your advertisements could be placed on a website that isn’t relevant to the topic you’re targeting or that you prefer not to display on.

While it’s always possible to stop certain websites from displaying your advertisements, you may have to manually add them through your AdWords campaign settings. This means that if you don’t want to check something ridiculous like 2 million websites all individually, it might be possible that some of your advertisements will be shown on some undesirable and non-related websites. Not only can this become a public relations fiasco, but it also means you will not obtain the highest quality traffic on the network.

Is there Any Value in Using Google Display Ads?

Display Ads Audience Refinement is Impossible

Another issue with Google Display Network (GDN) is that it is more challenging to target certain users. An example is if you sold TVs; it’s most likely that you’ll find the best conversion rate if you were able to concentrate on only those looking to buy TVs as opposed to people looking for information about them.

On Google’s search network, it is as simple as adding the phrase”purchase” to the search term to alter the intent of this keyword search phrase intent. However, in regards to the display network, it’s much more challenging to distinguish between the two and ultimately what the consumer is looking for. This means that your advertisements will probably be broadcast to both types of users, which isn’t the ideal way to maximize your budget.

Is there Any Value in Using Google Display Ads?

Website Announcements might not be Relevant

In addition to being not able to control the exact type websites which your ads are displayed on, there’s also a relevance issue at hand. Google does its best to figure out what a web page is all about and then display a suitable ad based on things such as keywords. However, it does not always go as planned, and there is times that it is going to display something completely random. Unfortunately, there’s no way around this possibility if you don’t manually exclude this specific website from your campaign settings. If you want your display advertisements to be shown on relevant sites, it’s ideal to purchase banners on that specific website, directly from your webmaster or site owner.

Is there Any Value in Using Google Display Ads?

What’s Your Display Ads Goal?

Display ads may or may not be the right selection for your PPC campaign based on your marketing campaign goal. Are you aiming for awareness, nurturing, or lead generation?

  • Awareness: Display ads can be a excellent way to grow awareness and create demand for your product. While it’s always a best practice to get as specific as possible with targeting, display can provide massive reach. Consumer brands or companies that want to drum up awareness fast can gain from display ads.
  • Nurturing: so long as you are using intelligent targeting, display can also help nurture leads and prospects your funnel down. Use strategic targeting such as retargeting, similar audiences, custom viewers, or topic targeting if nurturing is your target, and ensure that your display ads support a larger marketing campaign.
  • Lead generation: Generally, display is a bad way to capture leads or push a specific action from a customer, like filling out a form. If lead generation is your goal, target only the most relevant audience, and use CPC bidding instead of CPM.

Are You Running Google Search Campaigns?

If you are already running Google AdWords search campaigns, bottom-of-the-funnel display ads can be a good complement. First, make certain you feel comfortable with the functionality and profitability of your existing search campaigns, and then add bottom of the funnel display solutions like Retargeting Lists for Search Ads.

Display ads aren’t right for each B2B advertiser, but they can add substantial value in the right situations. Still not sure if display ads are a wise idea for your business? A test never hurts.

Marketing tactics create different results for different companies, so just because something does (or doesn’t) work for one organization does not imply it will (or won’t) for you. When it comes to ads, always trust your own data.

The Adwords Structure Needed for Search Campaign Success
Your Adwords Structure Setup Dictates the Search Campaign Outcomes

There’s so many variables that dictates the success or failure of an AdWords Campaign. The moment you decide on your Adwords structure is when you’ll define a successful search campaign from one thats a complete flop.  It’s well known that ongoing account management and optimizations are most important to PPC success however before we can even begin talking about optimization, we need to focus on building the Adwords structure foundation layer that’ll serve as the springboard for all future campaigns. There’s so many different methods that one can take to structuring their Adwords account so I’m going to stick with the methods I’ve found to consistent show solid results and which are relatively easy to replicate so you can learn this approach, then implement into your own Adwords account and which will lead to you developing your own Adwords structure style.

Adwords Structure Overview

An AdWords account contains a hierarchy of components as follows: campaigns > ad groups > ads > keywords. Campaigns are at the top of the pyramid. They house our ad groups, which contain our ads and keywords.

Essentially, the basic framework of an AdWords account is pretty simple, however to actually execute proper Adwords structure from scratch is where you will need the most practice. First and most importantly, you must predetermine what your strategy is prior to starting starting the development process. Whether or not you plan on creating Display Ads along with search campaigns, you have to have an end goal in mind. Search campaigns are generally the first campaigns that are going to be built out in a PPC Campaign so logically that’s where we will begin.

The Adwords Structure Needed for Search Campaign Success

Adwords Structure at The Campaign Level

How you initially set up your Adwords campaigns is a pretty big predictor of your campaigns success, or ultimate failure. At this stage, I prefer a simple approach to my campaign structure by casting a wide net in order to help me later on by making the account management and optimizations run smoother. My goal is to simply generate data. From experience, it will typically take 3 to 4 weeks of running brand awareness campaigns to gather enough data so that I can begin targeting. Each initial campaign needs to be broad based and as the data comes in will be whittled down over and over until it’s narrowly focused and showing traction as a winner 

Brand vs. Non-Brand

Separating your campaigns by brand and non-branded keywords is typically the first step that’ll be put into action. Your branded campaigns will perform a lot differently than your non-branded campaign, which is why they’re sectioned out by campaigns. As a starting point, the budget required for a brand vs. non-brand campaign will vary as well. Branded campaign will still be themed out but done so at the ad group level depending on the amount of your product and/or service offerings on hand.

The non-brand campaigns typically have more competition and will require a lot more oversight and daily management ranging from budget optimizations to ad scheduling. Structuring our campaigns this way allows us to focus more on the high level theme, which makes budget allocation more streamlined and efficient due to campaigns structuring.

The Adwords Structure Needed for Search Campaign Success

Keyword Match Type

Your Adwords campaigns should also be segmented out by keyword match type. The way I’ve approached this is to have the first campaign containing broad match keywords, or broad match modified with a phrase matched keywords grouped by ad groups, and then I’ll clone a campaign from one of 2 methods described above that will contain just exact match keywords. This Adwords structure gives us two campaigns that has the same keyword sets, only one will consist of broad/phrase match keywords and the other strictly exact match. Now this is important, the exact match keywords should then be applied as negative keywords to the first broad match campaign. This is important as it will prevent internal competition amongst keywords. 

Why would we do this? Let me explain.

Your broad match campaigns will cast a wide net and draw in search queries that you can potentially add as new keywords while your exact match campaigns only trigger ads for the exact keyword phrase, exactly as you have it written. Once search queries are worthy enough to be counted as keywords, they’ll be added to exact match campaign and then applied as a negative keyword to the broad match campaign it came from. This keeps campaigns clearly and organized so that optimizations are a lot easier to manage.

Adwords Structure: The Ad Group Level

Your ad groups should be categorized by more granular themes. Each ad group should contain a keyword set that is as relevant as possible to your ad group. When you do this, it just makes it easier to identify keyword sets that aren’t engaging by your audience and you’re able to make the cuts to improve them.

Having your keywords organized like this will also help improve the Quality Score of your keywords. You’ll want your ad copy to be as closely related to your keywords as possible in order to generate high click-through-rates and improve the ad relevance of your creative. When keywords are in tight clusters, your ad copy will reflect a highly relevant message to your audience and boost the performance of your campaigns. On the topic of Quality Score, there is another method of setting up your campaigns at the ad group level.

Single Keyword Ad Groups (SKAGs)

SKAGs are exactly how they sound, every keyword receives its own ad group. This can be extremely helpful in situations where keywords are in hyper competitive ad auctions or their average cost-per-click is extraneously high. In these circumstances, Quality Score can pay huge dividends to the amount you pay per click and pay per acquisition.

When each keywords is in its own ad group, your ad group will (at least it should) contain ad copy that has the keywords directly placed into it. Matching ad copy to your keywords greatly improves CTR (try resisting clicking on an ad that has what you searched on Google displayed right in front of you) because your copy will be highly relevant.

It is important to note that this type of structure does require added maintenance in the long run. Each time a new keyword is added to a campaign, a new ad group and set of ads must be created as opposed to bucketing new keywords into an ad group theme in the first strategy mentioned. While some extra hours may be put in down the road, benefits will be reaped with strong performance.

Adwords Structure: The Ad Level

At the ad level, it’s a best to have around 3-5 ads per ad group. This allows you to test copy variations in order to see what sticks best with your target audience.

Every ad contains the following components:

The Adwords Structure Needed for Search Campaign Success

The ad components that you need to focus on testing are the Headlines and Descriptions. When conducting your split tests, you need to keep every component of your ad exactly the same with the exception of the one component that you’re testing. Done this way makes it easier when generating test results, to know exactly which component of your ad is responsible for a winning ad. A new variation can then be prepared and added into the rotation.

Conclusion

The structure of an AdWords account can be the difference between a winner or a complicated needy partner that demands hours of your time. It’s essential to build a solid foundation if you plan on having an account for any length of time. By structuring your AdWords account using the practices here, you will be able to more easily jump into campaigns and see where you’re having success, as well as identify the root causes of poor campaign performance and positive results alike.

Google Adwords App Keyword Management Features
Google Adwords App New Keyword Features and Steps to Use Them

AdWords App recently got an update, to be precise on 15th January 2018. Google has now enabled the PPC advertisers to add, edit or remove keywords from ad campaigns using the AdWords app. So basically, Google is trying to make the life of Digital Marketers easy by rolling out valuable updates on its Apps. Till now, the keyword editing functionality was missing from the App. Google has now solved the problem with this update & now PPC experts can edit their ads more conveniently on mobiles.

So what features has been added to the Google Adwords App version 1.9.1? Well, predominantly it’s a Keyword rich app update. The two major changes that this version has for the Adwords Experts or Google Partners are mentioned below.

  1. The users have now got the ability to add, edit and remove keywords from specific campaigns, ad groups and ads.
  2. Similar to the web version of Google Adwords, the app can now show keyword opportunities to make your campaigns better.

 

Google Adwords App Keyword Management Features

Steps to Use the New Keyword Features and Functions on Google Adwords App

If you haven’t updated the AdWords app yet then update it now to unlock the keyword rich features. The app is available for both Android and iOS mobile phones and tablets. You’re going to learn step by step to use keyword features, so update app on Google play store.

How to Manage Keywords on Adwords App?

Keywords are the pillar of an ad campaign. An Adwords expert knows the value of keyword optimization in ads specially Search Ads. As a PPC specialist you should be well aware of the fact that adding right keywords can increase the sales & lower the cost significantly. Let’s have a look on how to manage keywords on Google Adwords mobile app & what are the options available.

Steps to Add new keywords in Ad Campaign

Steps to add keywords via Google Adwords App

  1. You have to scroll down in the overview screen of Google Adwords App and tap on “keywords”
  2. Next you have to tap the “Plus Button”  to select the campaign and move on to Ad group
  3. Once you’re in the Ad Group screen, tap + Add a keyword
  4. In the next step, you have to enter your keyword and select the right keyword match type i.e. broad, phrase or exact match
  5. Once you have completed the above step and added all keywords, then click the checkmark
  6. Tap Save and you’re done with adding keywords in your ad campaign on the Adwords App.

 

Steps to Edit existing keywords on Adwords Mobile App

Steps to edit keywords through Adwords App

  1. The first step is similar to the first step of adding new keywords. You have to scroll down in the overview screen and go to the keywords section.
  2. Once you’re in that page, click on any keyword that you want to edit.
  3. Change the keyword or keyword match type and save it. Keyword editing is done, it was so simple.

Steps to remove the keywords in Ad Campaign

Steps to delete keywords through Adwords App

  1. The first step remains the same, you have to go to the keywords section in Google Adwords App.
  2. In the next step, you have to tap on a keyword that you want to remove. Click on the Trashcan and confirm your action. Congrats! You’ve removed a non-performing keyword.

How to Check Keyword Opportunities on Google Adwords App?

The 2nd feature that has been rolled out in version 1.9.1 is the ability to check keyword opportunities for existing ad campaigns. It is similar to web version & Adwords advertisers can now see all the potential keyword recommendations in the app itself. Other Ad improvement opportunities and suggestions are not available in the app yet, you need to check adwords on web for them.

Steps to check and apply keywords opportunities for Ad Campaigns

Steps to use keyword opportunity in Google Adwords App

  1. Tap on the “Menu” icon and go to the Opportunities section of the Adwords App.
  2. In the next screen, tap on the text “Add new keywords to get your ads in front of more potential customers”.
  3. Now you will be able to see all keyword suggestions for an ad campaign.
  4. Tap on any “Suggested Section”, you will be able to see and edit all suggested keywords in that category. You can also see the impact of adding those keywords to your campaign, like increase in impressions, click and cost.
  5. Click on the “Apply” button after you have edited the keywords and ready to add them to the ad campaign.

How to forecast keyword performance for ad campaign in Google Adwords App?

Digital Marketers and PPC experts can forecast about a keyword’s performance after adding it to an ad campaign with the help of AdWords mobile application. This feature lets all campaigns with manually bidding to see which keywords can boost the ad performance. We have solved this puzzle and will show you step by step how to use forecasting feature in the app.

Steps to use Keyword Performance Forecast function in Adwords App

Steps To Forecast Keyword Performance In Adwords App

  1. Scroll down in the Overview screen and tap on campaigns.
  2. In the next screen you have to select a campaign and then tap on Keywords
  3. After coming to the keywords screen. Tap the “Plus Button” and you will be required to select an ad group.
  4. Tap +Add a keyword. Enter your keyword, select match type and click on the checkmark
  5. After adding a minimum of 1 new keyword, the option of “See Estimated Impact” will appear for manual CPC bidding campaigns.
  6. Click on “See Estimated Impact” and the Google AdWords app will show you keyword performance forecast for one month on the metrics of impression, click and cost.

Note: This feature is only available for Ad campaigns with Manual CPC bidding. If your ads contain any other bidding type then this feature will not appear in your app.

How to check keyword ideas for an ad campaign in Google Adwords App?

The last keyword related function in the latest version of Google Adwords mobile app is the ability to “Get keyword Ideas” related to ad campaign, business or any landing page. Digital Marketing and PPC experts are already aware of these functions on the web version of Google Adwords, but using them on mobile is still not popular though. Here is how you can use the “Get keyword ideas” tool to maximize the output of your search, shopping and display advertisement on Google.

Steps to use the “Get Keyword Ideas” feature on Adwords mobile app

STEPS TO USE "GET KEYWORD IDEAS" FEATURE IN Google ADWORDS APP

 

  1. The initial steps are similar to the steps of Keyword Performance Forecast.
  2. You have to go to the keywords section first through the overview screen.
  3. In the keywords section, tap the “Plus Button”  , select campaign and then ad group.
  4. Now you have reached the “Add Keywords” screen. In the bottom of screen, you will be able to see “Get Keyword Ideas”. Just tap on it.
  5. In the next screen of Google Adwords App, you can search for ideas by entering either landing pages, related websites, any word or even a small description of your business.
  6. Enter your query and in the next screen all keyword ideas will appear along with the metrics of monthly average searches. You can select multiple keywords from this screen and add to your ad campaign.

 

Other Features Available in Google AdWords App

As of today, i.e. 22nd January 2018, the latest version of Google Adwords App (1.9.1) for android devices has a lot of feature that makes the life of PPC specialists and business owners easy as they are able to keep their campaign in check on the go. Some of the cool features of the app are mentioned below.

  1. You can view all stats of your ad campaign.
  2. You are able to update bids and budgets from the app itself.
  3. Google AdWords app lets you do keyword research, keyword management and suggest better keywords for your campaigns.
  4. You can call a Google Expert from the app if you face any difficulty.
  5. Receive real time alerts and notification on your mobile so that you can act instantly, which is not possible on the web version as you can’t keep sitting on your laptop every time.
  6. You can make payments via the app itself in case your budget gets exhausted.
  7. Last but not the least, through the Google Adwords app, you are able to adjust Ad Scheduling and device-wise bid adjustment.

All these exciting features make the Adwords App a must have app for everyone who is spending money on Google’s Pay Per Click advertisement. Although currently creating an Ad Campaign is not possible on the App but since it’s developed by Google so we can hope for that feature to be live very soon.

Conclusion

Google has made the Adwords App for Android and iOS devices a much more valuable application with adding the keywords related features. Now you don’t have to worry even if you are away from the computer, you can manage ad campaigns on mobile phones also. The usefulness of the app has increased with this new update and hope that Google will take some more steps toward giving Advertisers a comprehensive experience on not just managing campaigns but also creating them on the Adwords mobile app itself.

We will come with more news on the app, until then you can always read other blogs and news articles related to Google Adwords on marketingmediawizard.com and stay updated.

Read all the latest happenings in the world of Google Adwords

Reference for the keyword management function :- Google Help Center

How to Improve Your Google Adwords Quality Score

As a Marketing Media Wizard reader, you know conversion speed optimization is a excellent way to push more outcomes from the money that you’re spending to get visitors to your website. So now I want to concentrate on a different approach to earn more cash from your advertising and marketing efforts; specifically, advertisement optimization.

And considering that last year roughly $35 billion has been spent ads on Google (over double what was spent Facebook) — there’s enormous value in earning AdWords perform a tiny bit better.

When there are lots of strategies to better your advertising functionality, among the most significant is to enhance your Quality score (QS), especially the subcomponent, landing page quality (LPQ).

However, before I get to how to enhance your Quality score through landing pages, here is some behind-the-scenes circumstance based on my own time in Google.

Among those groups I worked for seven years while in Google was the excellent Score team so I’ve written widely on the subject.

Finally, Quality score is Google’s way of utilizing collective knowledge of several searchers to assess the significance of a key word. Simply speaking, it is a measure of just how great of a job you are doing supplying people with search questions with powerful responses.

This is essential since if you’re the ideal response to a person’s query with your advertisement and consequent landing page, Google provides you your clicks for less cash as you are offering a better consumer experience, making Google more cash.

Quality evaluation impacts advertisement rank and prices

It is fairly well-known the Quality score is just one of the elements that decides Ad Rank. The other variables are the bidding and the effects of ad extensions.

When you enhance any of these 3 elements, your Advertisement Rank raises, which results in one of 2 potential results:

  1. You acquire a greater advertisement position (but cover the exact same or more for enhanced positioning on the webpage ), or
  2. The position of your ad is still the same, but you receive a discount and pay for almost any clicks you receive.

This is since the CPC you cover is just part of that which decides how Google makes more cash.

To deepen your comprehension of AdWords, I believe it is helpful to bring a fast trip down memory lane concerning the advertising auction. Advertisement Rank was calculated like this:

With time, Google began to utilize a predicted instead of ancient CTR, therefore we altered how we clarified the formulation and introduced the idea of excellent Score so we can stop referring to pCTR (called CTR).

Subsequently we refined the algorithm to manage some weird edge cases and instead than simply multiplying the variables, the formulation became more sophisticated. We communicated it :

With this historic context, we realize that the advertisement auction is essentially a CPM auction in which how the CPM is calculated has evolved over time.

Therefore, even though advertisers put CPC bids, Google is offering the very best advertisement places to advertisers that provide the very best CPM for Google (aka: individuals who supply more relevant advertisements that get the clicks).

How Quality score can diminish CPCs

As an illustration to demonstrate how this ignoring of CPCs works, let us say there are two advertisers, both Julie and Robert and they possibly bid a maximum CPC of 1.

As you can see, Robert (who is winning the market ) really pays a lesser CPC compared to Julie, since his Quality score is better.Effective CPC = Advertisement Rank of this advertisement to conquer / that advertisement’s QS + the tiniest financial increment
For the instance to be right, we would have to say Robert’s CTR is double that of Julie, rather than just his Quality score amount is double that of Julie’s. That is because the observable QS amount (between 1 and 10) relies on a non-linear mission of an observable number to a underlying prediction of significance. To figure the position and CPC, Google utilizes a real-time forecast of CTR based on as many as countless variables. Actual time Quality score vs observable Quality ScoreThe Quality score amount between 1 and 10 which you see next to each key word is an indicator and may be used to prioritize what to optimize. Once optimizations, it may be employed to decide if enhancing significance was achieved.However, this amount is NOT what’s employed from the Advertisement Rank formula.Some indicators have significantly more precision than many others and in addition, there are indicators which are linear and a few which aren’t (the observable QS index isn’t necessarily linear).The speedometer in a car along with also the signal strength bars in your mobile phone are both optional, however the former is much more exact than the latter. The pubs on your mobile phone, however, might take some time to go from 1 pub to two pubs though the signal strength has been slowly increasing for some time. Visible excellent score is similar to the phone’s signal strength index, except that you can find 10 levels.Articles asserting you may lower your price by 50 percent by doubling your QS amount are oversimplifying, but they nevertheless make a legitimate point: that greater Quality Score will result in lower prices (assuming no leap in place ).The only method to lessen your CPC by half will be by simply doubling your called CTR.What variables enter Measure Score?As an AdWords marketer, you need to end up a greater Quality score along with a lower price per click.

Advertisement relevanceAd significance is a sign of how well your advertisement text fits your own keywords.It’s generally a fantastic idea to incorporate the core idea of this key word on your ad text, and to also incorporate some persuasive special value propositions which can make your ad stick out from rivals. Through time I have personally noticed that minor alterations in word choice can have extreme effects on how well the user knows the advertisement. By way of instance, if eBay shifted their advertisements to state,”purchase it eBay” rather than,”locate it on eBay.” Since the phrase”purchase” suggests ecommerce, this obtained a much better CTR than the term’find’ that did not directly imply one could purchase the desirable item.Expected CTRExpected CTR is a sign of just how likely your advertisement is to be clicked.At that the most elementary level, this necessitates choosing great, relevant search phrases, and group them in logical advertisement groups so you are able to write compelling ads that capture users to click.Landing webpage relevanceLanding page significance indicates how well your landing page matches the requirements of consumers, and there are a lot of approaches that you can go about enhancing this.As an instance, Joe Khoei out of PPC service SalesX (where I serve on the board) states that utilizing Dynamic Text Replacement on Unbounce landing pages to your Children’s Learning Adventure aided his customer increase conversion rates (calls and kind matches ) from 1.4percent to 3.3% more than 8 months.Generally, utilizing customization features such as DTR will connect to greater Landing Page Quality (LPQ) since users are receiving what they desire and that’s what Google wants also: happy users that continue to participate with ads.In this illustration of a landing page to get a music college, the tool kind is phased out based on what advertisement is clicked.Want to enhance your value (and consequently Quality score ) with especially applicable landing pages to decide on your own ads? Watch a trailer of how DTR functions here.There’s an interesting tug of war involving motives for landing page optimization; an optimization for conversion speed may hurt Quality Score, and superior Score optimization could reduce conversion rates.The trick would be to find that proper balance, and aim to maximize in which both QS and CR enhance. Luckily, they are not mutually exclusive outcomes.How to track your Quality score improvementsOnce you create optimizations to your advertisements or landing pages with the objective of enhancing Quality Score, you ought to monitor if the modifications are functioning. Within this stage it is critical that you do not eliminate sight of this larger picture, and that’s to increase your business.No executive said their aim for the business was supposed to boost their QS next quarter. So remember, it is a helpful gauge to find out whether you were able to lower prices, but it is not a company KPI. Up until quite recently, the Simplest way to monitor changes in QS demanded using an AdWords Script, or signing up for an instrument such as Optmyzr, but now that the information is also available right in AdWords.Additionally, tools such as Optmyzr nevertheless make it easier to access historic QS data.Optmyzr’s Historical Excellent Score toolTo get in the daily variations in AdWords, You Need to do a Couple of things:

  • Utilize the older interface. The new one does not comprise subcomponents yet.
  • Look in the information together with the segmentation for”afternoon” switched on. Simply taking a look at the QS involving 2 compared date ranges will not get you the everyday data because both disciplines will demonstrate the end value.

To determine how your QS has evolved according to modifications to your landing pages, then turn to the landing page part from the AdWords interface then download the information using a daily segment.You’ll wind up with columns such as this: Once exporting this information, you may use a very simple spreadsheet formula that compares the present value to the historic one, e.g. =IF(A2=B2,1,0), so the area will include a 1 if the value has stayed the same.From there, filter them out and you’re going to see just cases in which the LPQ has transformed. This can allow you to determine where optimizations for your landing pages are favorably impacting LPQ for a subfactor at Quality Score.The function and significance of landing page qualityLanding webpage has been the final element to be inserted to Quality Score and that I was on the group once we made this change. We’d come to Understand That it had been too Simple for advertisers to match the system by composing must-click advertisements, but lead the consumer to some not so spectacular landing page, and Sometimes even into a scammy site.We needed to Begin considering what occurred after the click, so we utilized both manual procedures with the coverage group and automatic ones Throughout the QS index to Discover websites Which Weren’t delivering a Fantastic experience.What things for landing webpage quality?Here are a Few of the things Google cares around for landing pages:

  • The webpage needs to deliver exactly what the advertisement promises
  • The consumer’s privacy and personal information needs to be shielded
  • The webpage Ought to Be clear about its intent
  • The landing page must allow users freely navigate the Internet
  • The page must load fast

Deliver what the advertisement promisesThe first part must be the simplest to stick by. In the end, if you would like to drive traffic, you ought to do CRO and you ought to take customers to landing pages that are connected to what you provide on your ads.Protect the consumer’s privacyPrivacy gets just a tiny trickier.What Google desires here is you don’t discuss user’s data with third parties without their consent. Therefore, if you are collecting leads and Renting these, you might be running into LPQ issues.Be clear regarding the webpage’s purposeThis also rolls into transparency.If you are a middleman, then you want to be upfront about that. Affiliates who make thin landing pages and doorway pages are most likely to encounter LPQ issues since they generally add very little worth and force the consumer to go through an excess step to reach where they wanted to go from the initial place.Allow users to openly navigateProviding choices is another catchy one for advertisers that start landing pages for their advertisements instead of taking the user into the most relevant page on their website. At issue here is that the consumer may perform just do two things on the majority of these webpages: immediately convert, or move away. A person who’s interested in what you provide might not get to the comfort level required to submit their information straight away and when they can not find more information by browsing the primary website, their sole alternative is to go away and that’s regarded as a terrible thing by Google.While it could be best practice to have a timeless landing page function just 1 goal, not contain navigation or distractions, and what I am advocating for this is that you think about the feasibility of your paid to a combo of this best, most applicable pages (whatever they are ). That’s — consider for every keyword or advertising group which page to your website (or that landing page) might be best to serve to get a given position. You could be pointing paid visitors into a landing page that’s too large devotion for somebody near the peak of the funnel and this may harm your Quality score if somebody’s only choice would be to convert or rebound. It is an issue of their perceived readiness.To make sure you are not penalized this manner, get tactical and purpose your paid visitors to highly pertinent pages, either on your website, or construct additional valuable, more relevant landing pages for every phase of the purchasing procedure to access through your advertisements. By having particularly relevant landing pages which provide the ideal deal at the ideal time, you need to be able to avert the problem of choices since visitors will probably be served up the ideal choice for them in their journey.Again, in case you’ve got a fantastic deal, plus an adequate website, the concept is that users need to have the ability to have all their questions answered prior to being asked to turn over their details.Landing webpage speedAnd eventually, the rate of your landing page is quite important as a variable Google considers.Just understand Google isn’t really that strict as long as your landing page isn’t an outlier concerning slowness, you are going to be fine.But you need to still care tremendously about loading times because a 2017 research by Akamai discovered, a 100-millisecond delay in site load time can damage conversion rates by 7 per cent plus a two-second delay in web page loading time increase bounce prices by 103 percent.Google’s Group Product Manager for AdWords, Jon Diorio, recently shared a stat by SOASTA a 1 minute delay in landing page load times could diminish retail conversion speeds by 20 percent .Pay close attention to signs about if landing page visitors are satisfiedWhen I had been at Google and I gave presentations at business events about Quality score, somebody would always ask how we quantified landing page quality. While I could not answer that question right then, and still can not now, I suggest that you pay close attention to signs like bounce prices and moment on site.Google Analytics is a terrific way to monitor these signs that are basically a measure of just how satisfied customers are using your landing pages.If an individual finds an awful page, a page which takes a long time to load, or one which seems off subject for exactly what the advertisement promised, they’ll use the back button and try their fortune at the following website.