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Google Ads Update: Local Actions Conversions

OCTOBER 11, 2018

Google announced a few weeks ago that Google Ads advertisers will soon be getting more data on customers' local actions.

According to Google, a local action conversion is captured when a user performs an action that relates to the physical location of the advertiser during or after interacting with an advertiser's ad. For example, a user clicks on an ad from a shoe retailer and later visits the store. The local actions conversions are automatically defined in Google Ads because they are delivered through Google's services, such as Google Maps.

There are a total of six local conversion actions:

  1. Clicks to call: Clicks on the “Call” button on any Google location-based ad or service after an ad interaction.
  2. Local actions - Directions: Clicks on the “Get directions” button on any Google location-based ad or service after an ad interaction.
  3. Local actions - Website visits: Clicks on the website link on any Google location-based ad or service after an ad interaction.
  4. Local actions - Other engagements: Clicks on other tracked user actions (for example: share location, save, etc.) on any Google location-based ad or service after an ad interaction.
  5. Local actions - Orders: (Vertical specific) Clicks on the “Order” button on any Google location-based ad or service after an ad interaction.
  6. Local actions - Menu views: (Vertical specific) Clicks on the menu link on any Google location-based ad or service after an ad interaction.

REQUIREMENTS FOR LOCAL ACTIONS CONVERSION S

To track local actions conversions , you'll need a working link to the Google My Business account and a location extension. The "menu views" action requires a menu. Google can thus map the local request to a previously clicked Google Ads ad and rate it as a local conversion.

ADVANTAGES OF LOCAL ACTIONS CONVERSIONS

Local actions conversions can provide highly useful information to companies. Research shows that most of the sales are still offline in stores. However, before customers visit a store, the majority of them previously researched the product of interest online. For this reason, the online search is of particular importance for local commerce. Previously, only large advertisers and stores could access information such as store visits after clicking on an ad. Now these features are also being released for much smaller advertising budgets and Google Ads accounts.

The new addition to Google Ads helps advertisers connect consumers' online and offline activities. Advertisers can see how effectively their ads are driving customers to buy something in one of their stores - and continue to optimize ads accordingly.


Keywords: GOOGLE ADWORDS, CAMPAIGN MANAGEMENT, GOOGLE ADS CONVERSIONS, GOOGLE ADS, LOCAL ACTIONS CONVERSIONS

Marketing Automation

MAY 30, 2018

Marketing Automation has become one of the biggest topics in online advertising in recent years. There are good reasons for this: The budget pressure in marketing departments of companies and in advertising agencies is increasing, campaigns are being created with more and more specific targeting, and real-time feedback on controlling campaigns is becoming more important.

Marketing automation is basically a software-based method for automating marketing processes. We know the standardization of processes from other industries: In the automotive industry, for example, individual parts are produced in assembly line work, and in restaurants, fast-food chains have optimized the production of hamburgers so much that it works incredibly fast.

Even in the advertising industry, automation of the most important processes makes sense, in order to achieve the greatest possible success with the existing advertising budget - because automated processes mean a high degree of standardization and thus less time and fewer sources of error. Ideally, marketing automation software supports everything from campaign building to billing - the keyword is end-to-end solution. In this article, we present you the decisive points using the example of a Google Adwords campaign.

1. CAMPAIGN CONSTRUCTION

Even when creating advertising campaigns, marketing automation is the key to efficient work. The use of a software solution for campaign management basically offers a few important advantages: All advertising channels are operated with the same interface and only one login is needed. The training in the creation of campaigns on different channels is therefore less expensive. In addition, the data can be used again and again.

For ad agencies, it is ideal if there is an API link between the software and the customer's CRM system. Customer data does not have to be inserted manually, but can be transferred automatically.

Checklists in the system guarantee compliance with defined work procedures. In addition, the current state of work can be understood and responsibilities can be determined. Distributing tasks and employee responsibilities are particularly crucial here. From the salesman to the Account and Campaign Manager to the Accountant, each employee should be specialized in his job. The ultimate goal is to develop a structured process from less structured processes.

For a faster creation of campaign content is template-based work. For example, experience often shows us which type of text is particularly successful in an industry. Accordingly, templates - ie templates - should be created and constantly optimized. The ability to automatically copy content between advertising channels saves time and minimizes sources of error.

Tracking plays a crucial role in online marketing campaigns today. Marketing Automation software must therefore be compatible with the various conversion options and ensure that it is easy to use.

Also relevant to the success of a Google Adwords campaign are the various extensions. Here it is crucial that the automatic addition of extensions (for example Location Extensions) is possible.

A handy way to edit multiple elements at one go is bulk edits. Potential bulk edits within Marketing Automation software save time and contribute to the efficient creation of advertising campaigns.

2. CAMPAIGN MANAGEMENT

Even after launching advertising campaigns, the latest marketing automation software provides automated solutions to cases that occur during the life of a campaign.

For situations where we are dealing with quantitative data, Marketing Automation Software should have appropriate algorithms ready. An example is the CPC for a Google Adwords campaign: If too little marketing budget is spent, the software increases the CPC automatically. If less advertising budget was spent than planned in one month, then the remainder of the budget would have to be automatically transferred to the next month by the software. Just as important are rules for automatically starting and stopping a campaign within the software, that is, setting trigger events. An example of this is the automatic stop of a campaign when the total budget has been spent.

Many, but not all, problems with online marketing campaigns can be solved automatically. When it comes to qualitative data, an employee usually has to deal with the case manually. When it comes to qualitative data, an employee usually has to look at the case manually. However, marketing automation software can also provide a great help here: with the appropriate alert systems, the campaign manager is informed, for example, if a Google Adwords ad was rejected or a campaign has no longer generated clicks on the landing page for several days.

Marketing Automation lives from standardized processes. Therefore, in view of the efficiency, campaign management processes should, as far as possible, be as uniform as possible. Examples of tasks that are less easy to standardize include, for example, personal consultations with customers. However, sales representatives can also use checklists and a standardized procedure for the call.

3. REPORTING

Reporting is important - not only for the end customer, but also for agencies. The customer report should contain all relevant data and be concise and understandable at the same time. In the software, the report is ideally available online and can also be sent by e-mail. The report mail should be sent regularly - for example, once a month - or when certain trigger events occur - for example after the end of a campaign. It is important to update the report regularly so that it can always give a good overview of the performance of a campaign.

4. INVOICING

Marketing automation software solutions are particularly efficient when billing is automated. There are various possibilities within Marketing Automation Software; For example, the bill can be sent to the customer before the campaign starts or after the campaign ends.

All of these tools within Marketing Automation Software make the advertising budget ideal and lead to the highest possible advertising success rate. Marketing automation is therefore the key to more efficient marketing. With appropriate software, for example, advertising agencies can work better - and are able to offer end customers ideal conditions. For example, it should be possible for a campaign manager to manage around 1500 to 2000 click-maximized or 300 to 500 lead-maximized campaigns at the same time.

The challenge: In advertising agencies, a change of the Mindsets must happen. The project business must become a process business. For end-to-end solutions, the aspect of standardization is crucial. However, this also means for the practice that every individual request can not be realized for every customer.

Our software adplorer bundles all the tools mentioned and offers you the opportunity to optimally optimize your processes. If you are interested, we will gladly advise you personally.


Keywords: GOOGLE ADWORDS, CAMPAIGN MANAGEMENT, MARKETING AUTOMATION


Google Ads ad extensions

AUGUST 29, 2018

You can create Google Ads ad extensions in addition to your ads. These extensions can then appear in Google search results along with your ads. For the most part, the ad extensions will serve only to ads in the top three positions. In addition, it is up to Google to see if and which ad extensions will show. According to Google, each auction will display the combination of format and extension that is most promising. Still, it's worth creating ad extensions. The workload of setting up Google Ads ad extensions is manageable, and the benefits are huge:

  • Ad extensions make ads more visible as they add more space to search results
  • Ad extensions are more attractive because they provide more relevant information to the user and provide more interaction opportunities
  • Ad extensions let you differentiate yourself from the competition
  • Ad extensions affect ad quality and increase the likelihood that the user clicks on your ads
  • The CTR (clickthrough rate) can be significantly increased and the CPC (cost per click) can be lowered
  • There are no higher costs for more information
  • Here's an overview of ad extensions in Google Ads.

1. SITELINK EXTENSION

Sitelinks give us the opportunity to place links to other sub-pages of our website below our ad. For example, categories, subcategories, products, or services may be highlighted in addition to the ad. Sitelink extensions can only be used for Search Network campaigns. In addition to the link text, the URL, and a description, you can specify a start and end date. This is for example practical for temporary actions. It's also possible to add URLs specifically for mobile devices and other options for sitelink URLs.

2. CALLOUT EXTENSION

Additional callout extensions, called callouts, can be placed under the Google Ads ad. There is room for 2 to 6 callouts. For example, you can use Callout Extensions to highlight benefits or special offers from your company.

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The callouts can each be up to 25 characters long and are not clickable for the user. With this Google Ads ad extension, you can also choose a start and end date and preferred delivery device in the advanced options.

3. SNIPPET EXTENSIONS

Snippet extensions allow you to provide additional information about specific products. The snippets must be assigned to one of 13 categories and contain at least three occurrences. The snippets must match the category. These are the categories from which to choose:

  • domestic equipments
  • Services
  • Courses
  • Brands
  • models
  • series
  • styles
  • courses
  • types
  • insurance benefit
  • quarter
  • Featured hotels
  • aims

4. CALL EXTENSION

A call extension is recommended if you want potential customers to call you. If you add a phone number to your ad, mobile users can call directly - by clicking on the number. For ads on desktop devices, the number is also displayed.

Especially useful: You can create a schedule when to show the phone number. For example, if you are reachable at your store from 9am to 6pm, it is recommended to have the phone number switched only in this timeframe.

5. MESSAGE EXTENSIONS

The message extensions on Google Ads will only show on mobile phones. The user can directly send an message to the stored telephone number by clicking on the extension. This opens the message app on the user's phone with the message you predefined.

The message extension is very useful in case it is possible making reservations or other request via message.

6. LOCATION EXTENSION

To use the location extension, a Google My Business account must be linked. The location extension makes it possible to add the address of the company to the Google Ads ad. The user can conveniently open the address in Google Maps and navigate to the location. Location extensions are available not only for the search network, but also for the Google Display Network, as well as for computers and mobile devices.

7. AFFILIATE LOCATION EXTENSIONS

The affiliate location extensions are unfortunately only available in the UK and US. This will alert users to nearby businesses selling advertised products. The big advantage is that not every location has to be created manually.

8. PRICE EXTENSIONS

Price enhancements showcase products and services in the search results with even more additional information. When the user clicks on a price card, it will go directly to the page with the product offered.

For each "Price Card" there is a title, a description, a price and a URL. If necessary, it is also possible to use one unit (for example, per hour / day), a price qualifier (from / to), and a different mobile URL.

9. APP EXTENSIONS

Perfect for app developers is the app extension in Google Ads. This ad extension is only available for mobile devices and tablets, and the user can download the app directly from the extension in the ad.

10. OFFER EXTENSIONS

With the offer extensions, you can prominently place certain offers and discount promotions under your ad. An offer extension can be assigned to a specific occasion - for example Mother's Day, Easter or Christmas. However, you do not have to choose an occasion to create.

In addition, you select the discount form that will be advertised with the extension. Google Ads has 4 different types of promotion options:

  • Discount (amount of money)
  • Discount (percentage)
  • Discount up to an amount of x
  • Up to x percent discount

As an element you select the appropriate product or service, for example bouquet of flowers. Under "Promotional Details", you can set the requirements for the promotion, for example, a coupon code or from 50 € order value.

11. CONCLUSION

Google Ads Ad Extensions provides you with an incredible number of ways to add more information and engagement to your ad, increasing your click-through rate and reducing cost per click. The relatively low cost of the facility is often rewarded with a significantly better performance of your campaign.

In recent marketing automation software like adplorer, Google Ads can often be used to add ad extensions. We are happy to advise you which ad extensions are particularly interesting for you.


Keywords: GOOGLE ADWORDS, CAMPAIGN MANAGEMENT, AD EXTENSIONS, GOOGLE ADS AD EXTENSIONS

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