Question 1
For an E-commerce sites, do you think redirecting the visitors to the product page would be a better idea than redirecting them to a signup page for promotion?
Visitors who search for online products on E-commerce sites, prefer viewing the product and its details soon after they click on your ad. So, it would be better if your redirect the visitors to the Product category or specific products page (depending on the search query). This will enable you to engage the visitors’ interest and give him/her the taste of your product quality, etc.
You may also prefer to provide a signup option on the products category page itself, like all other E-commerce sites usually do. Popup forms are also used by E-commerece sites, but it is generally not recommended.
Question 2
How do we know we are Remarketing to the relevant target group? What if they left the page because the ad wasn’t relevant to them?
Your ads are generated only if the user’s search query is similar to the keywords you have used in your ad groups. It means that if the visitor has clicked on your ad, it was somehow relevant to his search. So, if you have well targeted keywords with the preferred match types (Phrase and Exact), traffic to your campaigns will be relevant to your business. Good keyword structure helps prevent junk leads to click on your ads.
It might so happen that the visitor clicks on your ad by mistake and so he leaves the page. Now there is no harm in brand building, right? Remarketing will follow that visitor and help you to appear on the display network (wherever the visitor goes). So, you can make your company name be showcased on those sites. It will help you remind your visitors about your brand and service.
Question 3
What factors are considered by Google in rating the landing page in order to increase the quality score?
While Google decides your keyword’s quality score, it pays a lot of attention to the Landing Page Experience (Read the article on Landing Page Optimization for better Quality Score). Google makes an estimate on how relevant and useful your website’s landing page will be to people who click on your ad. Landing pages with higher ratings are usually well organized and have text that relates to a person’s search terms (to know more read Google’s support article).
Initially, when you run an ad for the first time, Google gives you a higher quality score and rank as benefit of doubt. Gradually, the click-through-rate, ad relevance and the landing page experience decides the quality score. Here factors like keyword relevance, image and text SEO, website and page setup is taken into account.
Question 4
How do Remarketing ads work?
A Remarketing Tag, which is a small snippet code available on Google Adwords, has to be added to all the site pages (even on the landing pages). The visitors to these pages will get cookies installed in their browser. This will enable your ads to reappear to your prospects on all other sites (throughout the Google Display Network), even after they leave your site. You can read more about Google Remarketing and know what are its advantages.
Question 5
How can we increase the CTR?
You can increase the CTR of your ads by:
- Using relevant keywords in your ad groups.
- Creating a good ad copy/text that is relevant to the user queries. Ads that are generated according to the users’ search terms are likely to get more clicks.
- Aim to get a higher quality score for each.
- Improve your ad copy by inserting relevant offers.
- Highlight the unique features of the offer (basically make your ads stand out). This will attract relevant visitors and increase the CTR.
- Choose an appropriate bid for your keywords and ad groups, so that it gets enough impressions.
Question 6
How many times can we change keywords? Or can we change them infinite times?
You can change the keywords regularly to keep your campaigns updated with the search trends. But it is a good practice that you atleast test each keyword for a few days. This will help Google to assign a specific quality score to your keywords and of course, a history of good keywords will add on to your new keywords (though not directly, but if you have been able to maintain good quality score, the new keywords also gets influenced).
Question 7
How to increase the position of ads without increasing the bid rates?
Position of an ad increase if the Quality score is high and if the bids are increased. Now, if you don’t want to increase the bids, focus on increasing your keywords quality score and CTR. It is very likely that the position of your ads will improve.
Question 8
If a keyword is added to the display URL, does it have any positive impact on the ads performance?
Display URL is a part of the add copy and as a best practice you should insert the most relevant keyword in the ad copy. This will help you to:
- Highlight the keyword in the ads.
- Insert the focus keyword to increase the ad relevance and the CTR.
- Gives prominence to your ads over others.
Look at the image below. The search term “Lead Management Software”, generates LeadSquared ad on the front page. You may notice that the main keyword ‘lead management’ appears in the ad headline and next to the display URL.
Question 9
What is the difference between BMM and Exact Match? Which one is the most preferred?
Exact Match Types, for example: [Red Rose Flower Bouquet] generate ads only if the exact term is typed by the user on Google. Any alteration or modifications will not generate your ads to appear. It is used only for very specific and relevant keywords, because it make your ads very targeted. Whereas BMM match types show ads even on altered and modified keywords.
Question 10
What are the features of an ideal landing page?
An ideal landing page is one which provides essential details to the visitor which is relevant to what he/she is looking for. It should be able to engage the visitors’ attention and convincing enough to convert the visitor (make him/her fill the submission form). You can read article on Landing Page Best Practices, Landing Page Optimization and Landing Page Rookie Mistakes.
Question 11
Which is more relevant – display ads or text ads for highest CTR?
Both display ads and text ads are relevant. On search networks text ads appear more and a good ad copy will surely help you gain better CTR. On display networks, you may prefer to use display ads because these are more likely to give you higher CTR. These are bright colored banners and posters that attract visitors. Plus display ads are more useful on display networks because it helps your ads to stand out of the content on those websites. You can also use image ads also on search networks and display networks.
Question 12
Is branding an objective for running ad campaign?
Branding is of course one of the major objectives of running ad campaigns. Ads on Search Networks and Display Networks help you showcase your business to users throughout the world, out of which a few of can be your potential customers. It also helps your business to make a place among the top ranking businesses. Advertising on search engines like Google where every minute 90 billion searches are conducted, is a great way build the brand name of your business.
