Creating success within your niche!
AdWords Campaign Experiments, or ACE: a tool that will help you optimize your account by letting you accurately test and measure changes to your keywords, bids, ad groups and placements. As part of our ongoing effort to improve your AdWords experience, we’re testing this new tool and inviting U.S. advertisers to participate in the beta.
In the past, the most common way to measure how changes to your account affected your campaign performance was to measure how the campaign performed before and after you implemented your changes. However, this type of analysis can often be complicated by events that occur during the test period, including holidays, weekends, or changes to end user or advertiser behavior.
ACE allows you to perform faster, more accurate tests by executing your experimental campaign alongside your original campaign. By performing this type of simultaneous split test, we can tell you precisely if your campaign changes produce statistically significant results.
Different ways of using ACE
Use ACE to experiment with any combination of bid, keyword, ad group or placement changes. You can test and measure a variety of scenarios including:
(Source: Google Adwords)
Did your smartphone suddenly start blinking and buzzing like crazy? No need to worry– it’s probably just getting excited about AdWords for mobile, our new mobile interface for Android, iPhone, and Palm Pre devices.
We’ve heard that your smartphone and AdWords account have been pining for each other. Over the past few months, many of you have let us know how much you’d like to have fast and easy mobile access to AdWords, which is why we’re now testing a streamlined mobile experience. AdWords for mobile gives you easy access to your key alerts and statistics, enabling you to make quick changes even when you’re out and about.
Today, AdWords for mobile will be used as the default mobile interface for a small percentage of English language advertisers, and we look forward to enabling the feature for additional advertisers and languages in the coming weeks. However, if you’d like to try AdWords for mobile immediately, simply direct your Android, iPhone, or Palm Pre tohttp://adwords.google.com/dashboard/Dashboard
Taking a little time to organize your account can help you to better target your potential customers. It can also save you time and effort when it comes to managing your advertising.
The video below will show you how a few minor changes to your account structure can make a big difference to your advertising performance.
What are AdWords Search Funnels?
AdWords Search Funnels are a set of reports describing the ad click and impression behavior on Google.com that leads up to a conversion. In addition to a Top Conversions report, Search Funnels consist of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. For an overview of these new reports, check out this video:
A quality landing page is one that reinforces ‘conversion intent’. To do this, you need to consider the mindset of your visitor and provide just enough information to persuade them to convert. And no unnecessary distractions… ok?
So what are the 10 things you need to know about designing landing pages? Read on to find out…
Firstly, let’s remind ourselves of where Google is at. In emails sent to Adwords advertisers Google says:
“There is no one specific formula to determine the quality of a landing page or website. On a case-by-case basis, we will evaluate the content, structure, and navigation of a website. Keep in mind, the most relevant landing pages will include a substantial amount of content that is highly relevant to not only your choice of keywords, but also to your ad text.”
Curve ball alert. Google must be automating this process, regardless of that statement about ‘a case by case basis’. There are potentially millions of landing pages, so surely Google isn’t doing this manually? And if it is automated, then your landing pages must be text-based (which isn’t always the solution to increasing conversion rates, but hey ho…).
What else does Google say about landing pages…?
“The best way to figure out whether your keyword, ad, or landing page is relevant and useful is to put yourself in the shoes of a user. Do your ad and landing page include language that makes sense in the context of the keywords you have chosen? For example, if you have selected the keyword ‘hiking shoes,’ have you made sure that your ad mentions hiking shoes or related name brands? Does your landing page actually offer the name brands you mentioned, along with detailed information about this shoe type?”
“Targeting your keywords, ads, and landing pages in this way likely will lead to several positive results. First, it can help you gain the trust of your customers and therefore keep them coming back to your site. You will also minimize the money spent on clicks from users who might not be interested in what your website offers. And finally, you can increase your overall Quality Score and lower the minimum bid necessary for your ad to appear.”
Ok. That’s the official line from Google. It contains some useful pointers and sensible advice.
Now, here’s my 10-point checklist to help you create a quality landing page, aimed at improving conversion rates:
Keep it short and to the point. Paragraphs should be no longer than three sentences, if they are used at all. One idea per paragraph is plenty.
In the case of PPC landing pages you need to match the offer to your text ad copy. Keywords should be highlighted or displayed prominently. Keep it relevant to that person’s search query, because that’s all they care about.
3. A direct approach
Bullet points work well online, to help communicate the benefits of a product or service. Keep in mind that people skim read on the web. Use bold text to reinforce key messages.
4. A clear call-to-action
That potentially means a big Buy Now button, above the fold… or Sign Up Now, or Download NOW.
5. Fact over fiction
Stick to the key facts and be transparent, especially when the landing page is related to an ad campaign. Do not hide the price. Avoid flowery prose.
Persuasion means removing any links that might distract, focusing the consumer’s mind on the end goal: the checkout. This means writing compelling copy. Persuade visitors not to drop out by limiting their options - remove link navigation, for example. Prominently display delivery options and costs. Sell the product or service.
7. Clear scent trails
How easy is it for a novice web user to get from A to B? You need to encourage visitors to walk / run down that conversion path. Conducting usability testing on your landing page templates may also provide you with some answers.
8. Grammatical accuracy
Its important, right? Because people don’t like spelling misteaks (lol) and stuff like that. First impressions count.
9. Reinforcing credibility
Testimonials, press, partners, visible customer support options. All these things convey trust and respectability. They ease the mind of the prospective buyer, who might not know your brand. Trust is very important.
10. Good use of images and color
Presentation (eg: colors, graphics, icons) can play a big role in reinforcing purchase intent. Avoid clutter. White space and big fonts. Smart layout.
Need help designing a quality Landing Page for use with Google AdWords?
By contacting me today, you will receive a FREE 15 minute coaching call to discuss your online marketing strategies. You will thank yourself after you experience the benefits of what you are about to do for your business.