Businesses benefit from digital marketing because it promotes their products and services to a wider audience than traditional forms of advertising. Before online advertising became mainstream, the customer base of most businesses was limited to their locality. Nowadays, they can cater to people around the world. One of the widely used forms of online advertising is Search Engine Marketing (SEM).

Search Engine Marketing is the promotion of a business or website on a search engine. It is done by displaying a sponsored post on a search engine result page (SERP) when an internet user searches for a keyword relating to that post. This will increase website traffic and sales and give companies an edge over their competition.

Search engine marketing has a pay-per-click (PPC) advertising model that mostly has a lower cost per acquisition than traditional advertising. This is because the searchers of the keyword that triggers a sponsored post already have an interest in that business’s niche. Most people that will view or click the ad already have a prior interest in the niche, so the conversion rate will be higher than advertising through mass media. The PPC advertising model ensures that businesses are only charged when their ad is clicked, not viewed.

The PPC model of search engine marketing is favorable for businesses trying to scale because it allows them to consistently advertise without paying huge fees to appear on TV, radio, or in newspapers. 

How to Run an SEM Campaign

Running an SEM campaign requires digital marketing expertise so your ads reach the right audience without wasting your budget. You can outsource your PPC advertising to a reliable expert or marketing agency if you do not have the expertise to run it effectively. However, here are the steps needed for a successful campaign:

1. Create a detailed SEM strategy

Create a detailed SEM strategy that reflects your business goals. Identify your target market, research their needs, understand their preferences, and pick the right keywords and search engine to run the ads. Most businesses use Google Ads for their SEM campaigns, so that is a good starting point.

2. Expand the budget and campaign

After creating the marketing strategy, run the campaign and measure the results. When you find the formula that works, slowly increase your budget so you can place larger bids on high-performing keywords, and target more areas and demographics.

3. Engage in retargeting campaigns

Some people need to see an ad multiple times before clicking on it. You should implement retargeting campaigns to keep displaying your ads to people that have clicked on your business website or your ad before.

4. Track campaign performance

Monitoring ad performance is essential because it gives insight into your business scaling efforts. Important metrics to monitor are the number of site visitors, conversation rate, bounce rate, and average time spent on site. You can use Google Analytics or similar software to monitor these metrics.

Endnote

Search engine marketing is essential for companies trying to scale and attract new customers. With a modest budget, proper planning, and marketing expertise you can help more people discover your business, thereby increasing your sales. As your business generates more profit, it would be best if you expand its ad campaigns so it can reach an even wider audience.

The post Scaling a Business With Search Engine Marketing appeared first on Modern Marketing Partners.

In this article, we will go over the roles datacenter proxies can play in SEO and PPC campaigns and how they can be used to improve marketing efforts.

1. Geotargeting

Datacenter proxies allow you to access the internet through a featured server, allowing you to connect to a global network. According to https://infatica.io/datacenter-proxies/, this is beneficial for marketing campaigns that are trying to target a specific market or demographic.

For example, if a business wants to target customers in a certain region, they can easily access a variety of websites and search engines through a proxy.

This is especially beneficial if they want to reach out to potential customers in other countries, as the proxy will give them access to localized search engines.

2. Access To International Search Engines

Datacenter proxies give access to worldwide search engines, providing marketers with different options when optimizing their campaigns.

3. Improved Privacy Protection

Proxies provide boosted protection when navigating the web, concealing your IP address and helping to defend against hackers and competitors.

4. Enhanced Accessibility

Datacenter proxies can help gain access to online content that may be restricted in certain geographic regions. This can be useful for marketers who need to investigate their target audience.

5. Improved Security

Datacenter proxies offer advanced security, shielding your traffic from cyber threats and malicious IPs. This is especially crucial for campaigns handling delicate details, for example, financial data or customer demographics.

6. Increased Efficiency

Datacenter proxies can help reduce latency in SEO and PPC campaigns, as well as help marketers test different campaigns quickly. This is especially important if you’re running multiple campaigns at the same time – using a proxy will ensure that they’re running smoothly, without any delays or errors.

Additionally, proxies can be used to avoid being blocked by search engines, allowing you to access data quickly and efficiently.

7. Reduced Costs

Datacenter proxies can also help reduce costs in SEO and PPC campaigns, as marketers can access multiple markets without the need to travel or set up multiple campaigns.

This can help save time and money, making it easier for businesses to reach their target customers and grow their business.

8. Increased Credibility

Using a datacenter proxy can also help increase your credibility in the industry, by ensuring that your IP address doesn’t get blocked or suspended by search engines.

This can make it easier for marketers to access the data they need, and build trust with potential customers.

9. Increased Reach

Datacenter proxies can help marketers extend their reach, as they can access a variety of local content and websites through a proxy server. This can help marketers target different audiences in different countries, which can be beneficial for businesses with a multi-regional presence.

10. Automation

Datacenter proxies can also help automate SEO and PPC campaigns, as marketers can access a variety of search engines through a single server. This can help speed up the process of running campaigns, and reduce the number of manual tasks required to set them up.

In Conclusion

Datacenter proxies are a priceless tool for online marketers trying to manage effective SEO and PPC operations. Marketers can send out bulk queries using their encrypted connection without worrying about being blacklisted for using the service excessively. Additionally, they give advertisers the ability to keep tabs on the tactics of their rivals and improve their PPC campaigns by boosting their presence on search engines.

Businesses can increase productivity and maintain a competitive edge in today’s digital market with the use of datacenter proxies.

The post The Role Of Datacenter Proxies In SEO And PPC Campaigns appeared first on Modern Marketing Partners.

Although hard, there is a way to make your PPC scheme more effective. As it’s a results-based form of marketing, it’s a must that you get more people to follow through on the links on your page. The best way to make sure that you get the best engagement possible is by simply making the best content possible as well.

A tried and tested mantra of every digital marketer is “content is king”, which is especially the case when it comes to PPC schemes as you need great content to ensure that people are going to be directed to your outbound links. Here are a few proper ways content marketing helps improve your PPC efforts.

Get Clicks Worldwide

Great content always goes beyond borders. If you want your PPC ad to get as many clicks as possible, then it’s a must that you expand your reach as best as you can. With the right content, you can easily ensure that your ads are able to reach people worldwide. If the ad placement and content is good, you’ll be getting a ton of clicks for your ads as you are reaching out to millions.

Ads that reach are global scale are the most effective. Marketers always aim on maximizing the reach potential of their ads and they do this with proper content management.

Give PPC Ads A Proper Place To Be Noticed

One of the hardest things to do for PPC ads is getting them noticed in the first place. Simply placing a link on a line of text on your website is not enough to generate the number of clicks you need. If you want to give your ads a proper place to be noticed, it has to be somewhere click-worthy in the first place.

High-quality content serves as a great means to give PPC ads the attention they need. Even if you place the link on a single word, it still has a chance of getting noticed because great content is always enticing to people.

Better Focus On Certain PPC Ads

What’s great about content marketing is that you can tailor it to your needs as much as you can. If you are given a specific link to work for a PPC ad with, you can create a series of content centered around that ad. It would be easier for the ad to get the clicks it needs to generate. With proper content management, it would be a lot easier to focus on a certain PPC ad.

Reach Out To People With A Mutual Interest

Smart content marketing is creating content that’s in life with what your brand and the nature of your business are. If you really want to make sure that people are going to spend time on your content, it’s a must that they have a mutual interest in it as well. That being said, it will be easier to get people to click on ads on a page that they already share a mutual interest in. When picking which ads to place on your content, you must make sure that it’s at least related to what you are writing about, just like a friend from an Atlanta PPC management company told me that it’s ill-advised to just add in any link that you please. Why would people want to click on something they have no interest in in the first place?

Help Establish Your Brand Even Further

You can establish your company’s brand through content marketing. Branding is one of the most important aspects of running a business as it basically tells people what your company is about. Aligning yourselves with companies for a PPC effort will further help solidify your branding to your audience as well.

Subsequently, people that know your brand already expect what type of ads there are on your page. As such, they are more likely to click those links as they know it could be something that’s worth their time.

Natural Ad Placement

One of the things that people hate when browsing the web is seeing ads that are thrown right in their faces. Ads like banners auto-play videos and other glaring ads are truthfully annoying and chances are, your audience will leave once they see such things on your website or platform.

PPC marketing and content marketing go hand-in-hand very well. Proper link placement makes the ads seem more natural than ever, thus making them more enticing to your audience.

Help Increase Visibility Of PPC Ads

If you own a website that already gets a generous heap of views and clicks, you have more reasons to hold a PPC campaign. The more people flock to your content, the higher chances of your PPCs getting clicked. This increased visibility is a must for output-based marketing campaigns like PPC.

Partner PPCs With All Forms Of Media

Content marketing isn’t just about long-form articles or blogs. It can be various kinds of internet media as well. Photos, listicles, videos, you name it. If you don’t want your viewers to get bored of the same type of content, again and again, you can partner your PPC ads with other content types.

For instance, you can upload a video and then add the PPC ad in one line on the description. You can do the same for photos by adding the PPC ad on the captions.

Mastering PPC is tough but it is in every way rewarding for your marketing efforts. If you’re looking to generate passive income using your platform or website, then it’s a must that you try and master the art of PPC and content marketing. These two go hand-in-hand to create something that’s the best for getting engagements.

The post 8 Ways Proper Content Marketing Can Help Your PPC Efforts appeared first on Modern Marketing Partners.

4 Phases in the Buying Process

There are 4 phases in the a typical buying process: (1) attract, (2) convert, (3) close, (4) delight. The first step involves attracting strangers to your website, turning them into visitors. Then, in turn, interested visitors are turned into leads. You then attempt to close those leads, turning them into customers. Keep customers happy, and they’ll promote for you.

Image Source: https://www.hubspot.com/inbound-marketing

Step 1: Attract

The best ways to attract new visitors include: blogging, SEO, and social media. Blogging will often be the first content a consumer sees – write something they’d be interested in. You’ll then use SEO and social media to amplify this content and attract new visitors.

Step 2: Convert

Create calls-to-action at the bottom of any blogging content; the CTA should be a form of customer information. You can also use contact forms as a gateway for special content, like whitepapers and webinars.

Step 3: Close

Staying in touch with leads and tracking where they are in the process helps you close. Email, for example, is a great way to keep your brand top-of-mind.

Step 4: Delight

Change your approach if they’ve already bought, provide any necessary after-purchase customer service – follow up, answer any questions. Also, adapt your messaging to fit their part of the customer journey. This way, they stay happy with your brand and don’t feel like nothing more than a sale.

Keys for Driving Web Traffic

Have your content go further with these important traffic drivers.

Email Marketing

Email marketing is an excellent traffic driver. You’ll need to create an attention-grabbing headline and use on-brand language throughout the body of the email. Want your marketing to go further? Then be sure to segment emails based on where customers are in the buyer journey. Read more on email marketing – Email Marketing Strategy in 2018 Part 1 & Part 2.

Pay-Per-Click or PPC

Some keywords are highly competitive and, as a result, difficult to rank for. Here, use PPC campaigns to attract customer attention. Do some research on what your customer wants to see, use that to create the ad, and then attempt to outbid your competitors.

Social Media

Further broadcast your content through social media. Content should be highly visual (video, photos) and scheduled during optimal days and times. Also, be sure to respond to any comments or messages swiftly.

Measure Your Performance

Make sure your inbound marketing tactics are working; here are the most important metrics to look out for.

Website User Experience

Ideally, when a consumer visits your website, they’ll click on to multiple other pages. If they leave after the first page, you’re not doing enough to keep them on your site.

Lead Conversion

Even if visitors seem to enjoy flipping through your site, how many of them are converting into lead registrations or sales? That should be the ultimate goal of all your marketing, to lead buyers to the next step.

Track Traffic Sources

If you’re getting ample leads from Google, but few from social media, then good job on your SEO! Try to figure what you’re doing right and keep doing it. As far as social media, try to find where you’re lacking and improve it.

Engagement Rate

How is the engagement rate on the post and the social media you broadcast it on? Are people sharing, commenting, and liking? If no one is responding to your content or helping you amplify it to the masses, then something needs to change.

Number of Inbound Links

How many high-quality sites are linking back to you? Inbound links are crucial to good SEO. Unfortunately, there’s no real shortcuts here. You need to create content that others want to share or reference.

Return-on-Investment (ROI)

Ultimately, is the money you’re investing in marketing less than the sales revenue you’re bringing in? If a particular channel is not producing a significant ROI, then either fix it or forget it.

4 Musts for Digital Marketing Excellence

Inbound marketing is great, but make sure your webpage is ready for it.

1. Mobile-Optimized: Google will never let you rank if you’re not optimized for mobile, and why wouldn’t you be? Consumers are increasingly choosing mobile devices over desktops to do their research.
2. SEO: Speaking of Google, make sure to practice good SEO all-around, otherwise your competitor’s will outrank you. More resources on SEO here.
3. Content, Content, Content: Make sure to have a healthy supply of content and update it frequently.
4. Secure Your Webpage (SSL/HTTPS): This not only keeps your customers safe, but you as well. Plus, Google cares about this factor as well.

Focus on the Customer Journey

The most important thing we can take from Hubspot is the customer journey. Keep this in mind and adapt your messaging accordingly. This allows your inbound marketing tactics to do the work for you and will result in success.

Read more about inbound marketing from Hubspot here.

The post Inbound Marketing Primer appeared first on Modern Marketing Partners.

Today, Google AdWord display advertisements typically appear at the top and bottom of a search engine result page (SERP). This was not the case a year or so ago when they also appeared on the right-hand side of a SERP as well. The ads were more distinguishable then from organic results too, but things are always changing when it comes to PPC.

You also know about the Google AdWord formula. The critical Quality Score that affects how you rank on the page and how much you pay. While it is an intricate process, in general your click-through rate (CTR) is most important along with your ad text relevance, the relevance of our keyword to the ad group, landing page quality, and your past account performance. Google takes your Quality Score times your Max Bid to give you a ranking position on the SERP.

There’s even more to explain that goes into what your cost per click (CPC) math looks like. But whether you’re doing this work yourself or working with an agency, the point is that with PPC you can control when and where your ads appear, and if you’re doing all the other Quality Score factors well, how much you pay too.

So if you can switch on your campaign and get leads, it may seem reasonable that you can switch it off for a while when you want to. Now, if you’re in start-up mode or a small business or have more seasonal/cyclical sales, it might be tempting to do just that due to any variety of reasons. But having walked through the formula above, can you see why that probably isn’t the best alternative? You may think your reasons justify the action – you just had two of your four consultants quit, it’s off-season, you have more sales than product.

However, when you fast forward to a couple months down the road a few unpleasant realizations may hit you. The very nature of how Google AdWord campaigns are scored makes it challenging for businesses in the short and long term if they shut them off.

In the short term, valuable leads are now going to your competitors. If your campaign is paused, Google is promoting the ads of your competitors when potential customers searched important keywords related to your business. Even if you felt you couldn’t handle the leads, perhaps hiring temporary help may be a better answer than allowing cost-effective, quality leads to go your competition.

Going to restart your campaign, may find you having to pay more for that top position because your Quality Score dropped because you paused your efforts. When you have to raise your bid amount to get that top spot now, it often drives your CPL higher. The other option requires accepting a lower position and in turn usually a lower lead volume.

Ultimately, building a solid, Google AdWords campaign that fits your budget takes time and consistency. Things you may want to consider prior to just shutting off your campaign is scaling back your budget a bit or looking at scaling back other lead sources potentially. Find alternative solutions to your business problems, so you can keep your AdWord campaign working at top performance for your company.

Additional Resources:

5 Tactics to Keep Your Digital Marketing on Track

Use Local SEO Content to Stand Out From the Pack

The post Tactics to Keep Your Paid Search Campaign Going Strong appeared first on Modern Marketing Partners.

In what can only be described as a robust update to its third-party policies, Google announced a multitude of changes designed to help advertisers avoid unscrupulous “partners” and other third-party services who try to scam you out of your money.

Updates Targeting Misleading Claims for Services Including SEO, AdWords, and Local Services

It’s long been a cat and mouse game between Google and entities trying to game the system in one way or another. This could be in the form of the algorithm updates designed to improve accuracy in the search experience and reduce the amount of fake news or the introduction and tailoring of the Google Partner Program (formerly Google Advertising Professionals) over the past decade.

This update hopes to stop some of the most egregious practices committed (we’ll omit using the Donald Trump “Wrong” gif):

There are more false claims Google is cracking down on—misrepresenting a third party, offering location services in unavailable regions and more. Read those on the SEM Post or listen to a larger discussion on Cranberry FM’s SEO 101 Podcast.

How to File a Complaint

In the words of the safety recordings, “If you see something, say something.”

Additionally, if you feel duped, Google has a complaint center to report violations of third-party policies. Fill out a complaint form here.

Possible Penalties

Penalties range from notifications of noncompliance to Google completely disabling the site from being used for advertising. For more information on the penalties, the SEM Post has spoken with a Google representative and shares some of the consequences that could happen.

Has Google Cracked Down on Your Current Agency?

If you’re working with one of the entities on which Google has revoked certification, what else have they lied about? Head to the Google Partner search website and check if your current agency is still qualified. If not, it may be time to make a change. In reality, all this means is that Google is asking for honesty from the people who work with them. Getting an honest answer—even from a marketer—shouldn’t be hard.

Lack of honesty is just one reason to fire an agency. Learn more in our Marketing Agency Selection Guide.

Download our Marketing Agency Selection Guide to learn more.

Let the Work Speak for Itself

As a Google Partner (search), we are proud that Google is focusing on quality and honesty. This is a welcome change to separate the wheat from the chaff, so to speak.

We provide and will continue to provide honest, high quality service to our clients, and would like to help you. Learn more about our paid search services, download our marketing planning and budgeting whitepaper, and contact us for a free website grade and to learn about how we can help you improve your presence through a multitude of means.

The post Google Dropping the Hammer on Unscrupulous Partners appeared first on Modern Marketing Partners.

In short, Customer Match gives advertisers the ability to upload email lists (ex: an existing customer list or a prospect list) and target them in search, YouTube, and Gmail. Email addresses will be matched to signed-in users on Google.

If you have created custom audiences on Facebook or tailored audiences on Twitter this feature will be familiar to you.

Does your business provide a product or service that requires repeat customer purchases? One example of a great use for Customer Match is to upsell your existing customers.

That is just one example of how you can leverage this powerful new feature. Similar to remarketing, you can even exclude your uploaded list. Stay tuned for a future blog post, where we will show a real example from one of our clients who is leveraging Customer Match.

Things You Need to Know About Customer Match

Here are some key things to know about customer match:

• You may only upload email addresses that you collected in the first-party context (ex: information you collected from your website or store). More on the customer match policy here.
• Your campaign must have at least 1,000 active users
• To increase the reach of your lists, you can now use your customer email audience to generate Similar Audiences.

How to Upload Customer List in AdWords

1. Go to your “Shared Library” and select “Audiences”

2. Click “+Remarketing List” and select “Customer emails”

3. Fill in the details of your list and upload your CSV file of email addresses 

Google will require that you specify a URL where the visitor can unsubscribe from your list. This is where a visitor will be taken if they click on the “Why This Ad” link associated with your ad. The membership duration is how long the user will stay in your newly created list and should vary based on the product or service you are offering. Keep in mind that membership duration can not exceed 180 days.

You’re all set! With your new customer list successfully uploaded, you can create a “Search Network only” campaign that targets this new list.

As a Google Partner, we are committed to driving profitable traffic to our client’s websites. Contact us today to talk to an AdWords Certified professional!

Other AdWords News:

AdWords Upgraded URLs & Dynamic Structured Snippets

AdWords Call-Only Campaigns

Guide to Google AdWords Remarketing

The post Google AdWords Customer Match Targeting appeared first on Modern Marketing Partners.

In this blog we will share what standard remarketing is and its benefits, some segmentation strategies, some important tips, and more!

AdWords Remarketing Basics

In the graphic below, we share a basic explanation of remarketing:

It is worth noting that there are four different types of ads available: static image, animated image, video, or text ads.

The Benefits of Using AdWords Remarketing

Consider that only 2% of website traffic converts on their first visit. Remarketing can help you win back the 98% that didn’t convert.

One benefit of using remarketing is that it typically has a higher click through and conversion rate in comparison to other paid search options. As we mentioned above, most users won’t convert on their first visit. Because those targeted by your remarketing ads have already visited your website and expressed an interest in your product/service, they are more likely to convert.

Another benefit of using remarketing is that it can increase brand awareness and recognition. Users are reminded of your brand/product/service as they browse the web. Of course, you don’t want to annoy users with your ads, so make sure to choose the right frequency (see section below on frequency capping).

Finally, as mentioned, because visitors have already shown interest in your products, remarketing campaigns can have not only higher conversion rates, but a better ROI overall.

Choosing Your Remarketing Audiences

Remarketing allows you to precisely segment and target customers. Therefore, one of the most important things to consider when setting up remarketing campaigns is how you are going to define your audiences.

Based on your business and your goals, there are a variety of segmentation strategies you can leverage to reach your target audience. We have worked with many clients who have set up remarketing campaigns that are too simple, decreasing conversion and ROI! For example, having one campaign for “All Visitors” to your website and showing them all the same generic ad. Investing the time in segmenting your audience and creating specific ads for each audience can improve your ROI and conversion rates significantly! Here are some ideas to get you thinking:

• Past/current customers
• Product/services pages visited
• Abandoned carts
• Custom combinations

Past/Current Customers: Depending on the product/service you are selling, customers may purchase more than once, especially for low involvement products. Create a remarketing list in Google Analytics that targets visitors who have completed a purchase goal on your website. Start remarketing to them based on the sales cycle of your products. For example, target customers who have made a purchase within the past 3 months, but not within the last 30 days.

Products/Services Pages They Visited: Target your ads to visitors who visited a certain product/service page on your website. Make ads relevant to the product/service page they visited. Also consider targeting visitors who stayed on that page for longer than average. (Note: you can even target based on people not visiting a certain page)

Abandoned Carts: For our ecommerce clients we always recommend using this audience for remarketing. Did a website visitor go the cart page but not complete the checkout form? Target visitors based on where they are in the sales funnel. For example, show an ad that says “Order today and get 15% of your order” to website visitors who reached that point in your sales funnel (ex: the cart page/quote/form).

Related: 60 Tips to Increase Ecommerce Sales Today

Custom combinations: You can take your targeting a step further by target your ads to people who visited one page on your website without visiting another. For example, you may want to target people who visited your landing page, but didn’t fill out the contact form to get in touch. Or, those who visited the checkout page on your website, but didn’t complete their order.

Important Considerations For Remarketing

When you are setting up your remarketing campaigns, there are a couple settings that you will want to consider:

• Membership duration
• Frequency capping
• 100 visits
• Don’t show ads on all websites
• Delayed targeting
• Update your privacy policy

Membership duration: The membership duration is the length of time a visitor will remain on your remarketing list. By default, AdWords uses membership duration of 30 days.

Frequency Capping: A frequency cap (also known as an impression cap) is a feature within AdWords that allows you to limit the amount of times your ad is shown to a user on a daily, weekly, or monthly basis. By default Google does not set one, but it is easy to setup!

But why would you want to set a frequency cap even though you are only paying for clicks? First of all, you don’t want your visitors feeling annoyed by your ads. Putting some controls on your ads can help eliminate such a feeling. Second of all, the likelihood of a visitor clicking on ad diminishes with each impression. In other words, interested visitors are more likely to click on an ad sooner rather than later.

To set up a frequency cap: Select your campaign > Go to campaign settings tab > Scroll to advanced settings and click the edit button next to frequency capping.

A remarketing list must have 100 people before ads will run: In order for your remarketing ad to start running, your remarketing list must contain at least 100 people (100 visitors). This is an important consideration if you are targeting, for example, individual product or services pages that may not get a lot of traffic.

Don’t show ads on all websites: You don’t want your ads to be shown on content that you don’t approve of or that you wouldn’t want associated with your brand.

Within AdWords you can exclude certain site categories. Select your campaign > Go to the display network tab > Scroll to the bottom and click the +Options button under Site Category Options.

Delayed targeting: This advanced tagging technique allows you to manipulate the duration setting of tags. In other words, you can create a remarketing list and target visitors for a specific period of time after the initial ad is viewed.

Update your privacy policy: If you are going to use remarketing, it is important to inform visitors that you are gathering information for remarketing on your website.

When you use remarketing you are required to have the following in your privacy policy:

• An appropriate description of how you’re using remarketing or similar audiences to advertise online.
• A message about how third-party vendors, including Google, show your ads on sites across the Internet.
• A message about how third-party vendors, including Google, use cookies to serve ads based on someone’s past visits to your website.
• Information about how your visitors can opt out of Google’s use of cookies by visiting Google’s Ads Settings. Alternatively, you can point your visitors to opt out of a third-party vendor’s use of cookies by visiting the Network Advertising Initiative opt-out page.

Other Remarketing Opportunities

Above we have discussed standard remarketing with Google. We thought we would mention just a couple of other options to help you take your remarketing a step further:

Dynamic remarketing: This takes remarketing to the next level and allows you to show ads to users that contain actual products or services they viewed on your website. Products and services are pulled directly from your product or service feed directly into your dynamic ads. This is a feature we often use for our ecommerce clients!

Remarketing lists for search ads: Launched last year, remarketing lists for search ads (RLSA), is a powerful combination of remarketing and search network advertising. Now, you can display a text ad in the search results page to someone who visited your website based on the search keywords you bid on. Because searches have already been to your website, the ads are extremely relevant to them, and, as a result, can deliver a higher click-through-rate.

How-To Setup a Standard Remarketing Campaign

Below, we will briefly cover how to setup a standard remarketing campaign from within your Google AdWords account:

1. From the +Campaign drop-down menu, select “Display Network only”

2. Name your campaign, and select the “Remarketing” campaign type

3. Similar to a standard AdWords campaign, select your bid strategy and budget (individual or from your shared library), scheduling, and URL options.

4. Click the Set up remarketing button and get the code added to your website. Learn how to do that here.

Now it is time to add your audiences. Continue reading here for a guide to setting up your remarketing audiences.

Want to talk about how remarketing can help your business? We’d love to chat! Contact us today to learn how we can help you drive qualified traffic to your website and increase conversions. Or, check out some other AdWords news/resources below:

April 21: Google’s Mobile-Friendly Website Deadline

AdWords Upgraded URLs and Dynamic Structured Snippets

Call-Only Campaigns Announced By Google AdWords

The post A Guide to Google AdWords Remarketing appeared first on Modern Marketing Partners.

AdWords Upgraded URLs

Last week Google announced what they are calling “upgraded URLs” for advertisers. Unlike destination URLs, the landing page URL and the tracking parameters for the the destination URL will be treated separately.

This is great news for advertisers who historically may have been hesitant to update their Destination URLs because it sent ads into editorial review, so they would stop running during this time and information tied to the old URL was lost.

How to Use Upgraded URLs

1. Define your landing page in the new “Final URL” field.

Note: Final URLs should match the domain of your display URL or your ad might not be approved.

2. Now, manage your tracking and redirect information under Ad URL options (advanced).

Follow the process above for new ads your create in AdWords. However, you can upgrade existing destination URLs.

What do I do if I use URL tracking?

To take advantage of Upgraded URLs, you may need to make some updates depending on whether or not you use URL tracking.

If you currently use URL tracking, you should upgrade your URLs before July 1st. Otherwise, they will be automatically updated in July. For more information, read a guide how to upgrade your URLs.

If you don’t use URL tracking, your URLs will be automatically upgraded in July by copying your destination URLs to the new final URL field mentioned above.

Takeaway: Now you enter the landing page portion of your URL and your tracking information seperately. And you have the option to update your tracking information at your account, campaign, or ad group without having to re-set your ad stats (or send your ad into editorial review)

View full announcement.

Dynamic Structured Snippets

Last week Google announced a new ad format named dynamic structured snippets.

Dynamic structured snippets is additional text that will automatically* appear with your search ads. These snippets will highlight industry-specific, structured information about the advertiser’s products or services.

Here is an example of what a dynamic structured snippet looks like:

Via Google

For now, dynamic structured snippets are only configured to show for hotel, retail, and flight queries. However, Google plans to add more verticals this year.

At this time, you can expect to see this new feature on desktop and tablet searches.

*You can opt out of them here.

Other recent AdWords news:

AdWords Customer Match

Google AdWords announces call-only campaigns

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Modern Marketing Partners has managed paid search campaigns from $100 to $100,000, driving profitable traffic to our client’s websites. Contact us today for more information on our adwords services.

The post AdWords News: Upgraded URLs & Dynamic Structured Snippets appeared first on Modern Marketing Partners.

Call-Only campaigns are perfect for businesses looking to drive phone calls and not necessarily website traffic. They also provide a unique opportunity for advertisers that do not have a mobile-optimized website.

Phone numbers will be prominently displayed in the ad headline and a Call button will also be visible. Users who click on either will see the standard prompt on their smart phone to confirm the call. While the display URL appears, it will not link to the website, and instead lets users know who they are calling.

Check out an example of a Call-Only ad below:

Source: Google

Call-Only Campaigns Optimized For Mobile

These campaigns will be optimized for mobile devices and only show on mobile devices that can make phone calls.

Because every click goes towards a phone call you can adjust your bidding strategy accordingly. For example, bids based on the value of the call.

Setting Up Call-Only Campaigns in AdWords

Previously, call-only ads were possible to set up with call extensions. However, call extensions only show up if you are in the top ad spots, not the ones on the right side of the SERP.  Therefore, if your ads showed up low, the call extension wouldn’t show, and users would instead click through to your website.

Now, call-Only campaigns have simplified the setup process and allow advertisers to use calls from ads as the conversion type to track across the campaign.

New Ad: Call-Only

To use Call-Only on a new ad, during the ad creation process simply choose “Call-only” as the ad type.

Existing Search Network Campaigns: Call-Only

To add a Call-Only ad to an existing search network campaign, simply create a new Call-only ad from within your existing ad group.

Moving Call-Only ads to Call-Only Campaigns

Do you currently use call extensions to create call-only ads? If you’d like to move these to a call-only campaign you have two options:

1. Duplicate the campaign
2. Change the campaign type to Call-Only

For both options you will then have to remove your existing ads and add new Call-Only ads.

Looking for an AdWords partner? Modern Marketing Partners has managed paid search campaigns from $100 to $100,000, driving profitable traffic to our client’s websites. Contact us today for more information on our paid search services.

View other Paid Search resources below:

Using Paid Search to Improve Your SEO

Advanced Paid Search Techniques

Paid Search vs. Organic Search

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