My Digital Insight

The negative keywords are very important for the campaign because we don't want to spend extra money on irrelevant clicks. Therefore, we need to research and find negative keywords from the search report.  There are two important concepts to find keyword ideas from the search report: (1) From Data: the course instructor suggests that we filter out all the keywords with over 100 clicks, any keywords with less than 30 clicks are not valuable enough to analyze.  (2) See Conversions: if the keyword has a lot of clicks but a low conversion rate, it's better to add it to the negative keywords because of the high CPC.  Once we have done all the research, how to organize those keywords? The point of the negative lists is to create collections of negative keywords that you want to reuse for multiple campaigns, so you don't have to keep adding the same negative keywords to each of the different campaigns. According to the Google Ads instructor Isaac, the mo...

There are three separate stages of building keyword lists: Keyword research Keyword planning Keyword organization Keyword Research Before you launch a campaign, we need to do some research to understand what keywords are going to be effective and profitable. Most importantly, you need to find out how much you want to bid on each keyword and how much revenue will be generated from those keywords. In order to do good keyword research, you need to understand your industry at first. What is your industry market size? What the main customers are you selling to? You need to know your industry, your customers, and product well.  Then, you need to put yourself in your customers' shoes. What questions might your customers have when they are looking for answers on Google?  You need to understand when your customers decide they need your products.  Finally, you need to think about the ad group and campaign structure. What is the theme of your campaign? Are dif...

I learn a very useful model called B.J Fogg Model from the course.  This behavior model contains three important parts: motivation, ability, and trigger. Basically, in order for anybody to take the desired action, they need to have the ability to perform the behavior and need to be motivated to perform that behavior. Image from Medium As marketers, our job is always about influencing human behavior and trying to get people to perform the desired action to convert or to do anything that will ultimately lead to revenue. We need to increase ability, decrease the difficulty of the task, so it will increase motivation to perform. When customers know what they want to buy and clearly have high motivation, if they think it is complex to accomplish, they may give up. Therefore, marketers need to give a trigger to decrease the difficulty of the task or perceived ability.  For example, if a person wants to earn a college degree, he has high motivation, but he may not conside...

How to write a good ad copy is always a big question for every brand. For all those campaign settings, they are more likely rational things, but when it comes to ad creation, it becomes a more emotional context. How to write an ad that not only grabs users' attention but also take them to the final moves? Google Text Ads Basics The text ad includes two headlines. Each headline shows up at the top, and each headline has a maximum of 30 characters. Then, there have a display URL and two paths with 15 characters per path. The display URL doesn't have to be the website or landing page that a user is going to. Use some relevant keywords or search terms in the path will increase your quality score. Next, we have two descriptions with 90 characters for each. We can write some relevant information about the product or services. Try to keep it as simple as we can because most people don't read the description as much as headlines. There also have some compliance ...

Once we have done the campaign level settings, it's time to start thinking about ad groups. It's important to keep in mind your overall campaign structure ideas when you are structuring ad groups. A really good way to generate ad group ideas is to follow the navigational structure of the website. There are three great ways to structure your ad group introduced by the course: theme, match type, and top performers. Themes The first thing you need to think about is the theme of your campaign and your brand. The theme could be product categories, subcategories, locations, brands, colors of your product, services, event, and etc. Each of these categories represents a theme because there are a bunch of different keywords that are similar under the top-level category. You could do some competitor research by searching specific or certain keywords on Google and explore how your competitors are potentially breaking out their ad groups.  The most important thing to think about...

According to Google research, mobile already has more searches daily and more clicks on ads than desktop. But, it doesn't mean you must run your campaign on mobile. Desktop campaigns still work better than mobile campaigns in many businesses. The conversion rate is higher on the desktop because the sites are well optimized and giving users a better user experience.  If you want to run a mobile campaign, you should ask yourself four important questions: 1. Is your site mobile optimized? If your site is not mobile-friendly, you really SHOULD NOT advertise on mobile. It will potentially hurt your brand reliability because the users feel bad about their mobile experience. And, you are also going to be penalized by Google and have a very high cost for click. Before you advertise on mobile, test your website on the site evaluation tool such as MobileTestMe . Paste your website URL and to see whether it displays well on different devices. 2. Where are your customers when they s...

Location Extension If brick and mortar awareness is important, then location extension is good for local businesses such as fast food, fashion store, bakery and etc. If you have one location or multiple locations, you could get those multiple locations showing up in your ads . Even if you're trying to generate online sales, having an actual physical location will make people aware that you have a store nearby, so it also offers the users in-store shopping experiences and can drive in-store sales potentially. Parts of your location extensions will include business hours, Google reviews, directions, whether or not you are open or closed, and peak time. Unfortunately, you don't have control over what elements are shown. However, if you don't add a location extension, Google is going to automate that extension by showing a linked address associated with a business account. You can use filters at the campaign level based on your targeting location. You could select...

There are different ways you could treat your targeted locations and also different ways to treat your excluded locations. How you treat location settings differently are matters because it will significantly impact your ad show and who sees your ad. There are five addition location options under basic location settings. It is very important to know what each of these options means in order to run your campaign effectively. Target Option One: People in, or show interest in, your targeted locations When you choose this option, it means people from any locations can see your ad no matter what your targeted locations are.  For example, your keyword is "rent apartment", and your target location is "New York". Someone from Seattle or China or Japan searches for "New York apartment" on Google, your ad will show up.  In addition, "show interest" is up to Google to decide. The data could be collected from many sources. Someone may type ...

As my last post said that we can set up multiple campaigns under one Google Ads account, so thinking about how to separate out campaigns is your first task to start with. Many brands like to create campaigns by advertising on products or services. Unfortunately, it is wrong because it is not effective. You want to start off thinking about the CORE GROUP  of services or products. They could be your best sellers or top-rated services. Concentrating on the core group shows what's the most important thing or the best products (services) directly to the users. You could also focus on LOSS LEADERS. Loss leaders are the products or services that might not generate profits on the first initial sale, but you know from your own data that typically those customers will come back and buy more later on. You have to build that into the lifetime value of your consumer calculations. There are different ways to set up campaigns.  The most simple way to separate out your campaigns is t...