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Marketing Land Live Episode #7

Posted By Gabriel Salcido, Arizona Small Business Association, Thursday, March 31, 2016

  

Marketing Land Live #7: Snapchat 2.0, Live Video, AdWords redesign & more!

Tags:  adwords  google  live streaming  live video  marketing  snapchat  social media 

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4 Things to Test for Insane AdWords Optimization Success

Posted By Michael Arce, Loud Rumor, Wednesday, January 6, 2016

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When it comes to an AdWords campaign, it’s important to track performance, analyze, and optimize all the time. This is what sets an good campaign apart from an amazing one. At Loud Rumor, we always make sure to at least test these 4 things for AdWords optimization:

1 - Landing Pages

Once people click on your AdWords listing, they should be taken to a landing page that caters to the service or product mentioned in your ad.


Related: What Are Landing Pages and Why use Them?


But in order to determine which page design, layout, and content brings in the most conversions, you need to create multiple landing pages to run at the same time.


To rank in the top 25% of landing pages for your specific industry, you need to test at least 4 unique landing pages against one another to choose which one has the highest success rate.

2 - Ad Text

In order for customers to click on your ad, they have to like what they see. That means the content of your ads need to be engaging.


So you’ll want to test different styles and verbiage. First start out with your heading. Create two ads that are exactly the same except for the very first line of the ad:

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Once these run and gather enough data, really determine which title works best. Then move on to the second line of the ad, and finally the third. By the time you run through each of these optimizations, you’ll have one awesome ad with killer content that’s guaranteed to see results.


Here’s a more detailed rundown of this process - How to Properly A/B Test Ads!

3 - Keywords

Based on the information you find by tracking your campaign performance, you might want to add “negative keywords.” Not only does this help narrow your reach, but it can also save you a significant amount of money.


Negative keywords prevent your ad from appearing on search results pages when people enter a certain phrase. For instance, if you’re a dentist, you don’t want your your cleaning service for oral hygiene to come up when people search for “house cleaning” or “commercial cleaning,” etc. So negative keywords help clarify that in your ads.

4 - Devices

You’ll want to know whether your ads see better results on desktop or mobile. This way, you can determine where you should increase and decrease your ad spend.


So if you get more clicks and conversions on mobile rather than desktop, decrease your bid on desktop by about 10-15% and increase your bid on mobile by 10-15%. That way you’re not paying more out of pocket, but you are ranking higher on the device that sees better results.


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What questions or tips do you have for AdWords optimization? Comment below and let us know!

Tags:  AdWords  Google  internet marketing  online advertising  paid advertising  small business 

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AdWords Remarketing: Bringin’ in Conversions like Hotcakes!

Posted By Michael Arce, Loud Rumor, Wednesday, October 14, 2015

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If you’re already a fan of AdWords, then we don’t have to tell you twice how important and beneficial this marketing investment is. But if AdWords is something you’re still considering… this might just convince you of its value.


When you really optimize your campaign and take things one step further with AdWords remarketing, we’re here to testify that it brings in the leads and conversions like hotcakes! Let’s get started.

1 - Be niche and specific with your campaign

Create different ad groups for your specific website pages. So if you’re a small business clothing boutique, you might not want to create ad groups for each of your items. That’ll be way too much considering you most likely have shirts, pants, accessories galore. Instead, create ad groups for each category.


So if someone sees your AdWords listing for women’s blouses and clicks on it, they’ll be taken to your page that covers women’s blouses. But when they leave, you only want them to see ads on this specific product. Don’t bombard them with jeans, bracelets, and so on.


They should only see remarketing ads for women’s blouses since that’s what they were interested in on your site. This makes sure your advertising efforts are super niche and only show the visitor exactly what they’re intrigued by.

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2 -  A/B test your text ads

We’ve covered this before, but A/B testing is your best friend. It tells you honestly what does or doesn’t work with your efforts - and it’s always for the better in the long run. So you want to do this with your text ads.


Test line by line with each of your ads. You’ll do this one line at a time to see which gets better results and choose the winner. Replace both ads with that winning first line and move to the second line. Here’s an awesome article on how to properly A/B test your ads!


This ensures you get more conversions because you’re essentially building an ad that is proven to bring in awesome results and high performance.

3 - Consider adjusting your targeting area for remarketing ads

Since you’re a small business, you want to target close to home. That means you want to reach people who are near your company - stay local. But when it comes to remarketing, you might want to expand beyond this small circle.


So for instance, if you’re targeting within a 20 mile radius of Scottsdale, you might want to adjust your remarketing efforts to all of Arizona. That way, if someone initially saw your ad in Scottsdale then traveled outside of that 20 mile radius but is in Arizona, they’d still get hit with your remarketing ads. And that’s exactly what you want to make sure you reach as many interested people as possible.


If you have any questions on how AdWords remarketing can help your business, let us know! Contact our AdWords guru with any of your additional concerns, tips, or suggestions.

Tags:  AdWords  Online Advertising  online marketing  PPC  remarketing  small business  small business marketing 

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Creating an AdWords Campaign That’ll Knock Your Competitors Out of the Park

Posted By Michael Arce, Loud Rumor, Wednesday, September 30, 2015

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There’s no denying that AdWords is a huge part of the online world. It’s become such a valuable strategy for small businesses because it offers more visibility and faster results than a lot of other marketing efforts. And when you really invest the time to make you campaign amazing, AdWords allows you to knock your competitors out of the part.

Start Off With the Campaign Type

In order for AdWords to work really well for your company, you need to set it up right from the start. That means you need to choose your campaign type wisely.


There are several different options here:


  1. Search Network with Display Select - Your ad would show in Google and on other related sites

  2. Search Network Only - Your ad would only show on google for the keyword you invest in *this is our favorite!*

  3. Display Network Only - Your ad doesn’t show in Google but rather on other places like blogs and pages that offer ad space

  4. Shopping - Ideal for businesses that provide products for sale


Choosing a campaign type that’s best suited for your business is super important. This sets a precedent for your AdWords success right from the get go.

Get Local

Once you’re done with that, you’ll want to target your ads to your specific area. As a small business, you want to cater to the clients that will actually come to your store.


So if you’re a dentist in Scottsdale, you wouldn’t want to target people who live in California. To avoid that, you need to set a specific region for your AdWords. Select “Let Me Choose” when setting up your campaign and you’ll be able to set a specific radius, zip code, or area (park, airport, etc.) that your ads reach.


The last thing you want is for your ads to miss the people who want your services the most… because then it’ll be like you don’t exist in their search engine:

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Engaging Ad Text

As you may already know, you PPC ads need to remain within a certain character limit. That just means you need to get your message across in a succinct but impactful way! Here’s a short guideline:


  • Headline - 25 characters

  • 2nd line - 25 characters

  • 3rd line - 35 characters

  • Display URL - 35 characters


So the goal when writing your ads is to catch the consumer’s attention. Despite the character limit, you’ll want to edit the text until it really engages people to where they have to click! This is what will make your ads stand out more than your competitor’s. Be clever, creative, and informative here. And most importantly, stick to your brand.


And remember, once these are live you can always A/B test the ads one line at a time to see what text works best. Here’s an awesome article that explains how to properly A/B test your ads.


If you have any questions on these 3 aspects of your AdWords campaign, comment below or contact our team of experts!

Tags:  AdWords  Internet Marketing  Online Advertising  online marketing  PPC  small business 

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The AdWords Tools You’ve Been Waiting For… At Last!

Posted By Michael Arce, Loud Rumor, Wednesday, August 12, 2015

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You’re tracking clicks, conversions, budget, keyword performance… the list goes on. Google AdWords is a beast. If you’re a business who invests in this internet marketing strategy, you clearly understand how important it is. But that doesn’t make AdWords simple. These tools, however, DO.


Get ready to improve your campaign performance, simplify your life, and bring in the leads!

CallTrackingMetrics

We’ve said it before and we’ll say it again: call tracking is a must when it comes to AdWords. Seriously, it offers so many benefits that you just can’t beat. Record phone calls that customers have with your salesperson and evaluate their performance. Figure out which keywords customers use when they contact your company. And so much more.


Related: Why AdWords for Small Business is Virtually Worthless Without Call Tracking

Unbounce

When someone clicks on an ad for your AdWords campaign, where does it take them? Use Unbounce to take them to a gorgeous landing page that covers only the service or product the ad mentioned. You’re catering to the customer! This is a smooth move in the marketing world...

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It’s also so much more beneficial than taking someone to a generic website. If the ad mentions a teeth whitening special, they should be taken someone that only covers teeth whitening (not root canals, Invisalign, dentures, etc.).


Landing pages increase conversions… by up to 300%, give the user exactly what they’re looking for, and are super targeted. They’re awesome.

Bannersnack

The images for your AdWords campaigns need to be on point. That means you need the right sizing, awesome CTA buttons, and great images.


Bannersnack allows you to do all of that in one convenient place. Choose your banner ad size for mobile, a Facebook ad, leaderboard, and more. You can start by using a template, or you can create a design from scratch. If you want to simplify your ad creation process, Bannersnack is a great solution.

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AdWords Labeling Tool

AdWords has this awesome tool that helps keep you super organized and on track when it comes to your campaigns.


The labeling tool allows you to mark which of your campaigns are performing the best. It helps you remember what optimizations you made last (and why). You can also set specific dates as reminders for when you should go back and make another optimization. The labeling tool allows you to organize by color, category, title, and so on. It’s your go-to for AdWords efficiency.


If you use any other awesome AdWords tools that we haven’t mentioned here, give a shout out! Comment below and let us know which tools you love or want to explore.  

Tags:  adwords  call tracking  google adwords  internet marketing  paid ads  PPC  Small Biz  small business 

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