Ads PPC Management is a blog to share tips and thoughts about Web marketing and Business management.
Many business owners manage their own web marketing and advertising due to various reasons.
I will try to help such business owners with tips and news to stay updated with what’s important for web marketing today.
Contact me to ask specific questions, read more about me , or just browse the content below. Thanks!
Quick tip to disable dynamic sitelink in Google Ads: If you want to turn off any automated extension, you should open the Automated Extension list page in Google Ads, and then Click More > Advanced Settings to open an interface to turn on/off any automated extension as per your requirement.
There can be many reasons to disable an automatic extension. For example, sometimes the client’s website may not have been updated with new information and you may not want to show pages other than the landing page, so you might not have created any sitelink extension. In such a scenario it would be best if you would also disable the dynamic sitelink feature, to make sure that Google ads does not show any sitelinks on it’s own.
Site usage data for the search terms that you paid for in Google ads can be very useful information in judging what keywords you should keep.
How do we judge if a keyword is useful in our Google account?
You would of course see the conversion data, the search queries (the actual terms which the user typed that triggered the keyword in your account), and other such data that is available in the Google ads interface.
However, if you have Google Analytics linked with your Google ads account (and this linking is highly recommended), then you can also see the engagement data for the search queries that triggered your ads.
For example, if you are bidding on a competitor name, then over time you will find out whether this keyword is converting (bringing business for you) or not. However, it can also be very interesting to see the website engagement data for such keywords.
You can see this engagement data in Universal Google Analytics in Reports > Acquisition > Google Ads > Search Queries section of the Google Analytics interface. Once you are in this section, Google Analytics will show you a Summary by default. In order to see more engagement data, click on the “Site Usage” link. (This site usage link is on the top of the graph that you see on the page and you can easily find this link by searching for the words site usage using the Find option in your browser.)
Once you have the Site Usage report open in front of you, you can see data like Pages/ Session, Avg. Session Duration, Bounce Rate, and Goal completions for the search queries (the actual terms that users typed) that you paid for in Google Ads.
Let us suppose you notice that people visiting your website after clicking on an ad that you show when people search for your competitor, engage well with your site but do not convert, then it may be that these people are looking for an alternative to your competitor (which can be you) but your content is not convincing enough to convert them. The site usage report can show you this data and you can take appropriate action on that basis.
In some cases, the competitors are so strong (they have such high brand recognition and interest) that most people looking for those competitors will not look at your site in depth. Even if such people reach your site by clicking on the ad that you showed for those competition keywords, they may not engage with your site. It may be better to avoid such keywords until you have something (some deal, some content) that can attract the fans of your competition to your company.
The site usage report for search queries can help you decide which competition keywords you should keep and which ones you should not bid on (till you are ready for your competition).
As always there are other uses of this information (report), and there are other ways to decide on the usefulness of your keywords but this tip is only meant to point out an available resource that you may consider when deciding on the success of your keywords.
A = ATTRACT
( Start at 30 seconds in the above video – https://youtu.be/vIY2BcoNO9A?t=30 )
Front-load your most interesting piece at the start. Hook audience attention from the start.
B = BRAND (When should you introduce your brand in the video?)
(1 min 15 seconds in the video – https://youtu.be/vIY2BcoNO9A?t=75 )
If your goal is upper funnel like Ad recall, then bring your brand name on the screen within the first 5 seconds, and then show it often throughout your ad.
If your goal is mid-funnel like Consideration, then let the audience first engage with your video (content), to understand your story, and then introduce your brand later in a way that makes them connect with your brand in a more memorable way.
C = CONNECT through emotion and storytelling
(2 min 14 seconds into the video at https://youtu.be/vIY2BcoNO9A?t=134 )
Use creative content and styles to connect with your audience
Try fast pacing – new cuts, new scenes to make the video fast-paced.
Make sure to use both visuals and audio to make an impact.
D = DIRECT – Direct the viewer what to do next
( 3min 6 seconds into the video https://youtu.be/vIY2BcoNO9A?t=186)
Make sure you use an appropriate “call to action” to direct the users to what you are expecting next.
While managing an active ad account, most of the time we look at the account from a higher level. We dig deeper into the account only if we notice a problem, or when we want to improve some aspect.
However, if you are running or managing Google ads, more specifically remarketing ads, for any equipment rental business, then I urge you to look at your remarketing ads “Status” attribute/ column very carefully.
Your ads may be running but they may have been incorrectly categorized under “Housing”.
It seems like Google is running some algorithm to figure out such ads at scale, but this automated process might not be so accurate.
In USA and Canada, personalized ads running under “Housing” policy cannot be targeted to audiences based on gender, age, parental status, marital status, or ZIP code. See https://support.google.com/adspolicy/answer/143465
If you are targeting on basis of gender, age, parental status, marital status, or ZIP code, then this incorrect classification may limit your ads. If so, then you can appeal against this classification.
Google Analytics 4 Property is the next generation of Google Analytics.
You should install it along with your current GA tag.
See this video to know more about it in simple terms –
The implementation can vary from case to case and the theme or other plugins shown towards the end of the video are not necessary.
This video is also useful to get started with GA4
Other resources –
Banquet industry Corona Virus days – You can still generate business even when the spread of Corona Virus is making everyone stay indoors.
You need to focus on future bookings.
Corona Virus is not going to stay here for long.
It is a difficult time, but it will pass.
People, especially optimists, are certainly planning ahead for their wedding, parties, sometime in the future, once the Corona Virus problem subsides.
Yes, it is true that banquet hall business cannot run as normal in these difficult times. However, that does not mean that you cannot think ahead and take bookings for new business.
I know it can be tough for many businesses to think long term in these difficult times, but that’s the only way when the short term makes it hard to operate.
I happen to serve a banquet hall client in Toronto, Ontario, Canada.
Toronto Public Health (TPH) has had 239 cases of COVID-19 reported in Toronto so far, and yesterday, March 23, 2020, Mayor John Tory declared an Emergency in the city of Toronto. ( https://www.toronto.ca/wp-content/uploads/2020/03/8643-MOH-Statement_23March2020.pdf )
Earlier I was averaging around 40 form fills every week ( at around $3.55 per form fill) and numerous phone calls, and inquiries over social media for which I do not have proper count because of difficulty in tracking them ( without client investing in client tracking etc.).
Last week, corona virus took all the news space. Corona Virus patient’s numbers kept on rising everyday. Bad news kept on coming like a tornado.
However there were still some people planning ahead, for their weddings, events and birthdays. – THIS IS IMPORTANT.
We got queries from people planning weddings in July, August, September and beyond.
Even a fund raiser was being planned.
Someone was planning a bridal shower, someone else was looking for a quote for engagement.
There was even a query for a little girl’s sweet sixteen being planned for mid April and they came to us because the girl was heart broken that other venue had cancelled the event.
Given the current situation, we could not be sure whether the government orders would allow us to host an event in April, but my point is that people still think of events in future.
Most banquet halls will just switch off their advertising to cut their losses but this is exactly what you should NOT do.
Think long term.
Think positive.
Things will change and be normal again.
Your business should be the one to hit the ground running once things normalize.
Get your bokings today.
Yes the cost to get leads has risen up because consumers are in a different mindset. Very few are thinking positive and long term but you must connect with those who are, so that your order books are ready once the Corona Virus problem subsides.
Last week, amidst all the Corona virus gloom, we managed to get only 14 form fills, at alomst $15/form fill. I am hopeful of reducing this cost per lead due to an improvement in targeting which I have now implemented but it is not going to be like normal times for sure. The phone calls have reduced too. BUT I think it is very important to have those order books ready.
While this article is for banquet halls but I am sure there must be something positive for other business too, who might teporarily be facing huge loss in business.
Think positive. Think long term and stay in front of those looking for your services in the near future is my message to all businesses like Banquets Halls in Corona Virus days. Banquet Industry Corona Virus problems would hopefully end soon.
Google ads target by age (or Google ads demographic targeting)
When creating a new search campaign, if you try to look for age group targeting in the “Audiences” section of campaign buildout then you will not find age group targeting in the “Who they are” (Detailed demographics) targeting.
First create a new campaign, without trying to do any age targeting at the campaign creation stage. Now open this new campaign.
Go to “Demographics” – it is an option on the left hand side bar (left hand side page menu) when editing campaigns. See following screenshot.
Since you want to set the age (demographic) targeting at the campaign level, please make sure that campaign view is selected in the drop down on the right hand side of the screen as marked by an arrow in the above screenshot. (You can set age group targeting at ad group level also.)
Now select “More” and then select “Exclusions”. Please refer to above screen shot – More is marked by an arrow.
Once “Exclusions” is selected, you might see something like the following screenshot –
Select the age groups or other demographics you want to exclude and you are done.
Further resources
If you want to read more, please see these Google support article –
Read Google’s article on excluding demographic groups – https://support.google.com/google-ads/answer/2601123?hl=en&ref_topic=3122881
Read about demographic targeting options, how Google determines demographic information, and more details about the “Unknown” category in this article – https://support.google.com/google-ads/answer/2580383?hl=en&ref_topic=3122881
How to add demographic targeting to an ad group – https://support.google.com/google-ads/answer/2580282?hl=en&ref_topic=3122881
Summary : If you have not recently checked the audience targeting of your Google ads display campaigns, then please do so and (if suitable) please make use of the new targeting options like custom intent audience and life events which were not available earlier.
This post is not for someone who regularly creates new campaigns. If you do, then you already know about these features.
This post is for the Do-It-Yourself business owners who may not have time to regularly check their accounts.
If you are managing Google ads and if you have not looked deeply into your ad account for a long time, then I urge you to definitely try and create a new campaign, just to see and use the new ad types, optimizations and targetting available in Google ads now.
Example, please see the following screen shot from the Google ads account of a basement renovation company in Ottawa, Ontario, Canada. ( This screen is presented when trying to edit audiences of their currently running display campaign).
On the right hand side are the 7 audiences being used by this account’s display campaign.
Do you think that the audiences listed on the left hand side might be more relevant for the basement renovation market?
I definitely think so and in fact I have seen that custom intent audience can work really well.
I am aware that these audiences were not available some time back.
So the business owner (or the agency that created that account and then probably forgot about it) were not really wrong – they chose the best possible audience available at that time. However as you might have heard before – ad accounts are not “do-it-and-forget-it” properties.
This level of audience fine tuning is relatively new. Changes like these are one of the reasons why you should regularly check your Google ads account, to make sure that you are using all the new features relevant for your business.
So, if you are running your own ad account and have not recently reviewed your audience targeting, then it may be a good idea to do so today.
Yes. Editing URL parameters of an already approved facebook ad will again send the same ad for review. The ad will stop delivering while it is “In review”.
Ideally one would expect that since there is no change in ad content, the ad should not go for a fresh “review” but unfortunately that’s not the case.
Usually I have seen that the ad review just for change in URL parameters gets approved fast (may be in an hour’s time).
However, if you want that your ad should keep running, you should make a copy of the already approved ad, and then change the URL parameters in the new ad. Once the new ad is approved, you can pause the old ad with incorrect URL parameters.
