PPC

Are you sick of mobile app ad clicks ruining the performance of your Google Ads Display campaigns?

Many advertisers aren’t aware that Google has recently made it much more difficult to stop your display ads from showing in mobile apps.

The problem with this is that mobile app ad clicks are usually junk.

Here’s how you can exclude mobile app ad placements in Google Ads by using the Google Ads Editor.

Negative keywords is a very important technique in Google Ads. If you want to succeed with advertising on Google, then it’s crucial you get this concept right. So in today’s post I’m going to do my best to explain what negative keywords are and why you need to use them.

In a nut-shell, with Google Ads you say to Google ‘I want to show my ad for users who search for these keywords’ – and then you provide that list of keywords.

Having said that, depending on how you supply this list to Google (i.e. what ‘match types’ you use) you give Google differing degrees of lenience when it concerns matching your wanted key words to a user’s search.

This can lead to your ads showing for searches that aren’t really relevant to what you’re selling.

For example, you may like to advertise for ‘new home building’ since you manage a building firm.

Unfortunately, Google could presume that somebody looking ‘new home building jobs’ is a close enough match and show your ad.

Before you know it, an individual seeking a job is clicking on your ad (and you end up paying). This is not ideal.

This is where negative keywords come in to the equation. You say to Google ‘if a user’s search contains this word (or phrase) then don’t show my ad’.

So in that situation mentioned above, you ‘d add ‘job’ as a negative keyword to avoid your ad displaying for users expecting new home building jobs.

This concise video I created discusses the concept of negative keywords, match types, and why understanding this right is so crucial:

Hopefully you find it useful. If you’ve got any more questions about what negative keywords are in Google Ads, or how they work, then feel free to leave a comment below and I will do my best to help you out!

One question I am frequently asked in my day-to-day business as a digital marketing consultant is the following:

“What is remarketing?”

Business owners and online marketers are also keen to understand how remarketing can help them to generate better results.

With that in mind, I thought I’d give you a quick rundown on what remarketing is and how it can benefit you:

Remarketing (in some cases referred to as retargeting) is at its most basic the method of advertising over the internet to people who have already visited your business website. This can help boost conversions/sales coming from people who have checked out your website but who have not yet done what you want them to do – most individuals want to view an offer at minimum several times before choosing it.

You can get more in-depth and accurate than this (e.g. targeting prospects who have taken a look at particular products or areas of your website) but the key concept of retargeting is fairly straightforward for sure.

As far as how you do remarketing; there are a variety of differing ways to do it. For many advertisers, starting off on a self-serve system like Google Adwords or Facebook Ads is a fantastic place to start off.

Both Google Ads and Facebook Ads feature a number of helpful remarketing functions, and make it very straightforward to start. When remarketing on Facebook, you’ll need to have a Facebook Pixel installed on your site. When using Google Ads, you have the possibility to use a specific remarketing tag or you can link your Google Ads account to Google Analytics and share the required data like that.

If you’re in the Business To Business space, then you may also want to test remarketing with LinkedIn too. You’ll have to have a LinkedIn Insight Tag to get started.

You can learn more about remarketing by watching this video as well:

Have you ever wanted to make “day-to-day” management of Google Ads easier?

I manage a number of accounts, and have frequently had this problem.

Getting the overall strategy of an account right is generally the most challenging thing. However, everyday management of ad copy, bids etc is what sucks up the time.

So what is the solution?

Recently, I came across a tool called Opteo. I ve been using it for around a month now, so feel I’m qualified to make some initial observations.

In this Opteo review, I’ll start with my initial opinion of the product, and then expand from there.

This isn’t a full review-that will be coming soon.

What is Opteo?

Opteo is a platform for simplifying the management and optimisation of Google Ads accounts.

As I mentioned above, it isn’t designed to replace your ability + strategize the development and implementation of an account.

Instead, it is all about helping you + find optimisation opportunities within the context of your existing strategy.

How Does Opteo work?

I won’t claim to be a complete expert on the functioning of Opteo. I am not privy + the exact “inner workings” of the tool.

However, at a fundamental level Opteo works like this:

– You link up your Google Afd account to Opteo. You can even link multiple accounts. It also works with Mcc accounts too.

– Opteo will gather data and optimisation opportunities. This takes a day or two.

– You start reviewing those recommendations. They are graded by perceived priority.

– Implement the ones you choose, and keep checking back.

Conclusion

So far, I’m pleased in the product. I’ll do a full review in the next week or so, but suffice it to say for now that if you are looking for an effective platform to speed up the management and optimisation of Google Ads, then Opteo is well worth investigating.