Google AdWords Tablet Bid Adjustments

AdWords Specialists from all around the globe have been long waiting for the ability to control bids on tablet devices and now it’s finally arrived! When Google first introduced enhanced campaigns back in 2013 they allowed us to control your mobile bids with a mobile bid adjustment but sadly tablets missed out.

Woman searching on Google website using iPad tablet computer

 

Now not all devices are made equal so it makes sense that we set different bid adjustments on each device based on it’s performance and now we finally can!

Let’s say you run a printer repair business and your goal is to drive as many leads as possible to your business with a target conversion cost of $25. That means you’re willing to pay up to $25 for a lead.

Conversion cost per device

Desktop – $20
Tablet  – $75
Mobile – $30

Average conversion across all 3 device = $30

Now which device is performing best? Desktop right, at only a $20 cost per lead. Check out tablet, it cost 3 times more for a lead when compared to Desktop. Mobile is doing a lot better than tablet however, there is still room for improvement. Can you see that tablets do not deserve the bid price as desktop nor does mobile?

An experienced AdWords Specialist will take this segment by device conversion data and set NEW bid adjustments and closely monitor the campaign to assess how the new changes impact the campaign results.

Here at Constant Clicks our AdWords Specialist love data! It takes out all the guess work and allows us to accelerate our clients’ campaign results. And when we see that tablets are NOT pulling their weight or are actually outperforming all other devices we now have the CONTROL to set bid adjustments on tablets.

It’s all about maximising the return on investments for all of our clients so when this feature when released we were smiling like the cat that swallowed the canary.

Talk to us today to make sure you’re taking full advantage of tablet bid adjustments within your AdWords campaign to ensure you’re maximising the performance of your campaign.

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Negative Keywords – 33% – 51% Of Search Terms Are Irrelevant

The reason Google AdWords is so effective is to due to the ability to appear at the right time for the right audience. Since AdWords works on a pay-per click basis it is imperative to make sure your ad is only appearing for highly relevant searches. To generate the right traffic from your AdWords, you need to come up with the perfect combination of keywords, using a variety of unique match types. There is one match type however that seems to be neglected in AdWords campaigns. Negative Keywords.

 

Maybe people have a certain disdain for Negative Keywords, or perhaps they’re simply unaware but again this is another absence we see in an alarming amount of campaigns. Negative Keywords work entirely different to other keywords match types by rather than triggering your ad to appear on Google they actually prevent your ad from being shown for particular search terms.  

People that are new to AdWords often consider this to be counter productive to their marketing but soon understand the benefits once they realise the amount of money they have wasted through irrelevant clicks. As we know since you are paying every time your ad is clicked on you need to make sure every click has the potential to lead to money in your pocket.

Google loves to shows your ad and help you get lots of clicks (they’re good like that) but what Google deems relevant and what you consider relevant are often two very different things.

Take a local removalist company for example. They’re a two guys and a truck business that services home and office furniture removals. They use a variety of keyword match types for search such as ‘removalists’, ‘furniture removalists’ and ‘home removals’ but have no Negative Keywords. Although they are offer these very specific services their ads often appear for traffic for a variety of searches from ‘rubbish removals’ to ‘pest removals’. By implementing Negative Keywords to eliminate traffic for searches that are slightly similar but will never lead to work, they will be able to prevent theirs ads from appearing for these searches that just don’t match up.  

This is just one scenario of a universal problem. Think about your industry or products that you are advertising for. Is there anything that may be considered similar but is really just irrelevant?

For most most people the answer is yes and most people will be wasting a tonne of money because of it. Developing a Negative Keyword List takes time and is never finished. In order to develop an effective strategy you need a lot of knowledge about what works and you need to constantly monitor changes in search terms.
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Irrelevant Geographical Traffic – Warning! 95% of AdWords Ads Are Showing Up Overseas!

AdWords has become so effective because of its unparalleled ability to target potential customers for the right services, in the right location.Targeting the right area is crucial for all forms of marketing and with the ease of choosing your target markets locations you can really narrow down your targeted location. Even though AdWords allows you to tightly target the area you work within, the most common problem we find when reviewing campaigns is irrelevant traffic.

You may be thinking this couldn’t be the case for yourself… think again. When you setup your account, you are able to choose a specific location to target, whether that be Australia-wide, all over the world or perhaps just a 20km radius around your house. Unfortunately, nearly every campaign that is not professionally managed (or managed by the right professional) will be chock full of irrlevant traffic from just about everywhere in the in the world.

Whether you are a local plumber or online clothing store, if you have not delved deep into the more advanced settings you will most likely have a multitude of traffic from all over the globe. And the longer your campaign has been running, the more irrelvant traffic has been burning through your budget.

Since you’re paying per click, if your ad is being viewed and clicked on in another state even worse, overseas, then you are basically throwing money in the ocean!

It’s a scary thought, I know. So is there a way to avoid this? You could throw your computer out the window and run for the hills. But there is a better option.

By using more advanced strategies we only allow IP addresses that are physically located within the locations that you actually want to target. Of course Google will happily let you go on thinking everything is hunky-dory but without implementing advanced settings you will have no control over where your ad is actually appearing.

A great way of knowing if your ad is showing up for these irrelevant locations is from cold calls. Yep, those pesky phone calls are a huge indicator. If you ever receive cold calls or emails from overseas from people trying to sell you AdWords management or SEO, you can guarantee your ads are not targeted just to your audience.

So not only can we stop your campaign haemorrhaging money from the wrong traffic, we can cut down those calls too.

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Ad Extensions – Ever Wondered Why People Are Clicking On Your Competitors Ads and Not Yours?

How do you get noticed in a sea of other ads just like yours? A great question but not a new one.

Standing out from the crowd on Google AdWords is a science with a lot of emphasis of developing the right title text and ad copy (which are a massive part of a great ad) but this will only go so far. A commonly missed feature in improving the actual performance of ads are Ad Extensions.

A startling amount of campaigns we review are either missing key Ad Extensions or missing them entirely. This is surprising because anybody that has searched on Google in recent years would be so familiar with what these look like. If you are unsure, Ad Extensions are exactly what they sounds like. They’re simply extensions that can be added to your ads and boost their performance.

There is a range of different Ad Extensions that can be setup for your campaign, all designed for particular outcomes depending on your business model.

The key is to choose the right extensions for the right audience. Although there are quite a lot of extensions that all serve their purpose, most businesses will benefit most from just the Sitelinks, Call, Location, Callout and Reviews.

The most recognizable Ad Extension would have to be the Sitelink Extension. Sitelink Extensions only appear if your ad is positioned within the top three on Google’s Ad listings and is made up of 4 – 6 links underneath your ad that link directly to particular landing pages on your webpage. The reason sitelinks are so effective is because rather than taking traffic to a generic landing page, you have the ability to offer options for variety of landing pages on your website.


Another highly successful extension is the Call Extension. With the Call Extension setup, your ads will include your phone number within your ad. On the desktop your phone number will appear on the outside of your ad text but where it really becomes successful is on mobile searches. On smartphones, rather than just having you number appear on your ad, there will simply be a click-to-call button that will put them straight onto the phone with you at the same cost standard ad click.


Anybody that takes phone calls for their business will know that building a lead from conversation is far more effective than through their website. Recently mobile has overtaken desktop as the most popular device for Google search and shows no sign of slowing down. For any business that generates leads through phone calls, the Call Extension is an absolute must have.

Using Ad Extensions is a quick fire way to help your ad stand out from the crowd and lead to proven results. With multiple options to choose from, developing the right combination of Ad Extensions for the relevant campaign requires experience and ongoing testing.

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No Ad Split Testing – The Trick To Writing The Perfect Ad!

First impressions are everything, especially when it comes to AdWords. In order to get the right clicks, at the right time you need something cuts through the clutter and with only a few words to say it in your ad needs to be a proven success. Developing the right ad requires an attention grabbing title and body text resonates with customers. Finding the winning combination requires ongoing optimisation and continual testing. Called Ad Split Testing.

 

Ad Split Testing works by running two or more ads, with unique title text and body copy, for the same ad group for an equal impression share. After a certain amount of impressions one combination will outperform the rest and reign supreme as your proven ad. Achieving effective results from yours ads is almost impossible without the right combination, which is why Ad Split Testing is crucial for any effective campaign. Unfortunately far too many campaigns we review have never run any form of testing.

 

The reason Ad Split Testing is so effective is as it provides us with data on how well certain ad copy works and what leads to the right people clicking on your ad. Building a successful AdWords campaign is a science and requires experimentation to uncover the mysteries within. Like all science experiments, it’s a matter of trying and testing a variety of samples to develop the right solution. Without trialling a variety of options against each other, you will never be able to truly determine your most effective advertising, and of course how to improve it.

 

There are all sorts of reasons why an ad isn’t performing well. You could have a beautifully written body text but if the title doesn’t stand out, your ads will never perform. Or perhaps you have an eye catching title and body copy but this particular target market doesn’t respond for some reason. With ad split testing we are able to make changes, from the slightest rewording to a complete rewrite. Then it’s a matter of developing an ad that leaves your competitors scratching their heads.
Setting up Ad Split Testing is important but the overall success comes down to ongoing optimisation based on the analysed data. Developing the right ad is different for every business and can be quite a meticulous process, sometimes just the slightest change can make a world of difference. Without running ads against each other to fairly test results, you are essentially leaving your campaign up to chance and potentially spending a lot of money to find out what doesn’t work.

AdWords is ever changing and your business is constantly growing.Whether you are still trying to find an ad that generates the right traffic or are simply looking to see if you can improve on a great ad, Ad Split testing is a must for all campaigns.

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Ad Scheduling – You Don’t Work 24/7, So Why Are Your Ads?

As we know to successfully convert clicks to sales and leads, you need to reach the most relevant traffic at the right time. In order to achieve a healthy return on your AdWords, we need to reach the most relevant target market and identify exactly when they convert. We do this through Ad Scheduling.

Ad Scheduling is a simple idea, with a big impact. Rather than run your ads 24/7, you simply schedule your ads to only appear on Google at specific times. Although Ad Scheduling is such an excellent tool, the majority of campaigns we take on seem to neglect this feature. You don’t work 24/7 (although it may feel like it) and you can’t work all the time. The reason Ad Scheduling works so well is because it allows businesses to target their target market at a time when they can actually convert clicks into business.

 

Let’s say you’re a local mobile mechanic and work Monday to Saturday from 8:00am to 5:00pm. After another busy week all you want to do on a Sunday is relax and the last thing you want to think about is work…or at least try. But on the Sunday your phone keeps ringing from people clicking on your Google Ads, looking for your services…right now!. You already have other plans and cannot work but keep getting calls. Not only do you continue to get interrupted, you are also wasting a big chunk of cash from people clicking on your ads at the wrong time.

 

We all know how painful it is when your AdWords campaign is wasting you money from irrelevant traffic. Ad Scheduling is one of the most effective of tools to control your traffic and limit clicks that won’t lead to money in your pocket. There are simple rules of thumb that we can follow but finding the right formula will differ for every business. To identify the right time to run your ads we need to use our old friend, Conversion Tracking.

As we touched, Conversion Tracking provides us with a wealth of knowledge about your campaign (seriously, we love Conversion Tracking), and of course when your ads perform well. Using this conversion data we are able to identify exactly when your ads generate clicks that lead to conversions. We are able to find out the most effective time to schedule ads, from the highest performing days of a week, right down to what hour of the day leads to the most conversions.

 

Scheduling your ads to develop an effective strategy can go beyond just preventing your ads from appearing on days that you don’t operate. Although your ads are limited to just business hours, we may mind that during a three hour period in that time, your ads produce poor results compared to another time of the day. What we can do is schedule your ads to no longer appear in hours that never lead to jobs and focus your budget on the most opportune times for your business.

 

Ad Scheduling is simple idea. Why would you want your ads to appear when they don’t lead to sales? Although the majority of campaigns we review are running all day, everyday, when we do tell them about Ad Scheduling the idea is so obvious. So rather than burn through your budget, focus on the most effective times and leave the wasted spend to your competitors.

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Allocating a Budget That Works – The Wrong Budget Costs More Than You Know

Google AdWords, as we know is the most effective form of targeted advertising and is extremely cost effective (when managed well). This comes down to the ability to customise just about every aspect and of course, only per-per click. Due to this pay-per click basis you need to develop a budget that can effectively handle the traffic you are trying to achieve. In order to maximise your potential you need allocate a budget that is right for you.

 

One of the most costly mistakes boils down to not allocating the right budget to your AdWords campaign. Generally what we find in campaigns is a budget that just simply won’t produce the results businesses require. In campaigns that come to us that aren’t performing well we will often find a budget that is quite low and based on little to no research.

When we ask people how they came up with their budget, you can almost guarantee the answer will be the same, “I wasn’t sure how much I needed and that’s how much I was willing to spend”.

 

Does sound like you? Well, you’re not alone.

 

Setting a budget is always difficult. Whether it’s for the work Christmas party or family groceries, it takes time especially when you have nothing to base it on. Determining how much to allocate to your Daily Budget is not easy and requires some base knowledge. But where do you start? Sure, you could just chuck your ad up and see how much it’s costing you after a month – although we see this approach on a regular basis, we certainly don’t recommend it.

 

Before you invest anything into your campaign, you need to ask yourself a variety of questions.

 

How many jobs do I need each week? How many clicks do I need to generate those jobs each day? How much do clicks costs for my keywords? How much am I willing to spend on each click? Will this generate enough money to become viable?

 

And these are just a few of the questions that you need to figure out in the development stages.

 

When we’re setting a budget we’re looking for a Goldilocks scenario, we want it to be just right. If your budget is too low, your campaign generally won’t generate enough traffic to lead to conversion rate suitable for your business. Or if you set your budget too high, you could be generating huge amounts of traffic but if you can’t handle the work you will be cutting into your profits. The trick is to find the right formula somewhere in the middle that maximises your return on investment.

 

The best place to start is by jumping onto Google’s Keyword Planner, which will breakdown just about every keyword on AdWords and provide a suggested bid for each search term. This is the best way to determine a budget that’s relevant to your business but is just the start. Figuring out how to best use this budget through advanced bid strategies, ongoing optimisations to continually reduce your conversion costs.  
Even if you have a comprehensively built AdWords campaign that is targeted to the most relevant audience, without a suitable budget your campaign is limiting it’s potential. It’s just like having a high performance racecar and forgetting to fill it with petrol. It could be the fastest car on the track but without any fuel, it’s not going anywhere. And your AdWords campaign is no different. Your budget is your fuel, putting in enough of the right stuff will get you where you need to be and then it’s just a matter of deciding where you want to go.

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