6 PPC Tips That Will Give You The Competitive Edge

I’m a big fan of a focused PPC campaign. Focused on conversions. Here’s are some tips to achieve that.

  1. Always remember that the beauty of Adwords PPC over other channels is that you are reaching potential customers at the exact point at which they are making a decision to buy a product like yours.  Or at least starting to think about it. Reach them with relevant keywords, ads, and landing pages.
  2. Always use negative keywords. Review the Search Terms used to show your ads. What keywords are being used that do NOT relate to your product? You’ll probably be surprised at keywords that slip in that lead to keyword combinations that bear no relation to your product. Lose them.
  3. Always look at your keyword Quality Score. Regardless of the impact it might have on your  bids, it’s such a good indicator of the relevance of a particular keyword to your campaign (and landing page). If the QS is 5 or below, do something: lose the keyword, or work it into your page somehow – Page Title, body of the page, just somewhere it can be seen by the system.  If the keyword doesn’t match the page,  people aren’t going to convert, let alone click.
  4. Utilise Sitelink & Callout Extensions – they’re such a good way to enhance the ad.  For free. See the example below – only the AO ad uses relevant sitelink extensions, showing additional, relevant links I might want to click on.
  5.  Test your Ads,  Test your Headlines. Ads can have 2 headlines of 30 characters, and while it’s tempting to go to town on these, sometimes keeping it simple avoids losing part of the message when a headline is truncated. Here’s an example:
    Example PPC ads
    Here we have a couple of pitfalls. Which? magazine seems more to be pushing it’s subscription – I saw your ad because I’m looking for a laptop, not a magazine. Also we see a couple of message lost because they are over-long. The last ad urges us to ‘Hurry, Must…’ Must what?
  6. And no ad in the above example using the Path fields of an ad. Path is two fields in an ad definition that shows on the second line of an ad.  How much more likely would I be to click on the John Lewis ad, or indeed any of these ads, if the shown link was www.ao.com/laptop rather than just www.ao.com, or  www.which.co.uk/laptop/reviews rather than just www.which.co.uk.  This goes to my first point – always think about the mindset of the viewer of your ads.I realise this post and specific example deals with some big brands  whose ads are automatically created rather than hand-crafted as a small business ad campaign would be. But it does illustrate how, which a bit of attention to detail, one can create PPC ad campaigns that leverage all the elements available in Adwords and in doing so, help you gain a competitive edge.

What Does a Goal Sound Like?

Many’s the time I’ve been asked if its possible to play a sound when a Goal happens in Google Analytics. Wouldn’t that be nice we all think, but I’ve never thought it feasible. Until now. And it’s really quite simple (credit for the best solution goes to this post). Note that this solution work only in Chrome. In essence, we will play a sound file when, in an Analytics Real Time report, the counter changes.

  1. Decide on the Goal
  2. Decide on the sound you want to play – a ‘ker-ching’ noise works nicely for a sales-related Goal.
  3. Upload the WAV file to a suitable location using FTP
  4. Open Google Analytics in a new tab or window, and go to Real-time -> Conversions  report
  5. Drill down to the specific goal you want the sound to play for, and Inspect (right-click, inspect) the element you want to play the sound when it changes. This is usually going to be the big counter: in this case the ID is ID-overviewCounterValue.
  6. goal-sound2
  7. Open Notepad or similar text editor and edit this javascript; specifically, change the URL of the sound file, and the element ID:
    javascript:function notifyMe(){var old=0;var beep=new Audio(‘http://yoursitename.com/cashregister.wav’);check=function(old){var visitors=parseInt(document.getElementById(‘ID-overviewCounterValue’).innerHTML);if(old||old===0){var dif=visitors-old;if(dif>0){while(dif–){setTimeout(function(){beep.play();},500);};};};setTimeout(function(){check(visitors);},2000);};check();};notifyMe();
  8. Open  new tab or window (and keep it open for as long as you want to hear the sound)
  9. Create a Bookmarklet:
    sound-goal-bookmarklet
  10. Finally, click the status bar , click Show Bookmarks bar, click Other Bookmarks on the right, and click your newly created Bookmarklet
  11. Turn the volume up!
    It is a good feedback tool, so long as the frequency of the sound isn’t overwhelming!

GTM: using ‘matches CSS selector’

Google Tag Manager is relatively straightforward. You define Triggers that fire Tags that say create events. Your Trigger definition is usually easy too. ‘I want to fire a Tag when a link is clicked on, and the link text is unique like ‘View more blue widgets”.

But what if it’s more complex? If the only thing you can identify an element isn’t part of that link? This was the problem I had. I wanted to define a Trigger event for a click to a link but the perfect way to identify that link click was the class of a paragraph the element was inside.

In other words, I can’t define the Trigger using specific Click Text or Click Class, I have to use instead the Click Element where it matches an element above the link; in my case it was a paragraph Class which wrapped the link.

So here’s the HTML/CSS:

<p class=”moreJobs”><a href=”/search?q=quantity+surveyor&amp;loc=Whitehaven” class=”view-more-jobs” title=”View more jobs”>View more jobs</a></p>

and here’s the Trigger in GTM:

trigger1

Note that we’re matching not just the paragraph Class ‘moreJobs’ but specifically the link element within it – it wouldn’t work otherwise!

For more ways to use Matches CSS Selectors, read this: https://www.simoahava.com/gtm-tips/10-useful-css-selectors/