Ignore Quality Score. Focus on UX and conversions.

I have always used Quality Score as a guide only – never a performance indicator.

QS is definitely important from the Adwords algorithm point of view but practically, in my opinion and my practice while optimizing accounts, I usually find that there are other aspects to track and focus on to improve business results, other than QS.

This excellent article published on PPC HERO confirms that opinion – http://www.ppchero.com/determining-the-weight-adwords-puts-on-quality-score-factors-a-case-study/

The study by By Natalia Biel (In-House PPC Manager at TitanHQ) confirms that QS is at best a guide (and sometimes not even that).

5 PSYCHOLOGICAL PRINCIPLES YOU SHOULD BE USING IN YOUR MARKETING

5 Psychological Principles You Should Be Using In Your Marketing

I really liked this article by Kate Wilcox . If you have time, then the full article is well worth a read.

If you just want some quick action points (not as elegant or well explained as the original article), then the following summary (in my own words) might help :

1. Make the conversion process simpler.

Review this from time to time -How can you simplify your conversion further? If you have some dominant keywords bringing in traffic, can you simplify the conversion for each set of traffic understanding their intent?

2. Give something to get the conversion.

Make the user feel rewarded and willing to reciprocate.

3. People hate loosing. Use this concept in your copy.

Example “Offer closing soon”, “Book now before all spots sell out”.

4. A confident voice can influence the majority.

If you have some good (converted believer type) testimonials then present them prominently in your copy.

5. Social influence helps

We have a tendency to believe that if so many others found this useful, if so many others say this is good, then this must be good. Show reviews and ratings prominently (injected in copy or CTA if possible).

Nearly 85 percent of smartphone app time concentrated in top five apps

Nearly 85 percent of smartphone app time concentrated in top five apps — [report]

Full report is here https://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report

 

About this website

Hi. My name is Durga. Ads PPC Management is a non-commercial blog written by me, to share small tips and thoughts about Pay per click management (PPC management), Advertising, Web marketing, and business management.

Contact me, read more about me , or just browse the content below. Thanks!

Affinity audiences list & the list of In-market audiences available in AdWords

Affinity audiences list and the list of In-market audiences can be quickly browsed on this AdWords codes and formats page in the AdWords API documentation.

affinity audiences list adwords

Although nothing extraordinary but this list could be very useful in some cases.

For example, you could be outside meeting a new prospect and suddenly if they want to consider the possibility of advertising on the display network, then, instead of loading the AdWords interface, the above page could be quickly loaded on your mobile, to easily see the list of available in-market audiences or the affinity audiences list.

20 trigger words to improve your ads

The new AdWords expanded text ads allows 45 more characters. Its time to be more creative with the ad copy. Try these 20 trigger words to possibly improve your ad copy.

  1. You / Your
  2. Because
  3. Imagine
  4. Real / True
  5. Boost / Turbo / Speed / Instant / Now / No waiting
  6. Secret / Hidden
  7. Discover/ Unlock
  8. New
  9. Free
  10. Save / bargain/ value/ off / discount / deal / roll back
  11. More
  12. Amazing/ Incedible / Great / Awesome / Huge
  13. 100% Money back
  14. Act now / Today
  15. Everything / Everyone / All inclusive / Every where / Any where
  16. Easy / Simple
  17. Guarantee / guaranteed / warranty
  18. Proven / Reliable
  19. No obligation
  20. Premium / Elite / VIP

Detailed article :

How to improve AdWords ads? Make the best use of the additional 45 characters provided by the new expanded text ads.

I will come to the trigger words later but first I would suggest including more “BENEFITS” in your ads.

I think the best possible use of the additional allowed characters might be to add more product or service benefits to the ad copy.

There is a very popular saying in marketing – Benefits sell, features tell. When writing ads and landing page copy, this simple statement has always helped me get better CTR and conversions.

However many of my clients do not have any significant benefit over competitors. In fact I had to think of some differentiating factors when I started AdWords for some of them. This is very typical with small business and many business verticals where the product or service is almost commoditized. How does one differentiate ads is such a case? While there are many strategies available but the following trigger words could also help in attracting and motivating your target audience.

  1. You / Your – helps in getting attention, makes your ad more conversational and easier to relate to.
  2. Because – Everybody loves good reasons. Use “because” to build confidence by giving reasons. Due to limited space in AdWords, the word “because” was very difficult to use earlier. However now it may be possible to use this word more often.
  3. Imagine – paint a scenario to attract attention. This is a difficult word to use in ads because its tough to paint a scenario in so few words but it can be interesting. Example – “Imagine if you could… ” Or “Imagine pure indulgence….”
  4. Real / True/ Pure – Example, Real success, True wealth, Real solution, Real world techniques and so on..
  5. Boost / Turbo / Speed / Fast / Instant / Now / No waiting– Everyone wants fast results
  6. Secret / Hidden – Everybody wants to know the secrets!
  7. Discover/ Unlock – I use them very often with excellent results. (“Unlock your hidden potential”..)
  8. New – “New” has been a favorite word of advertisers since generations! Nothing new needs to be said about it! 🙂
  9. Free – probably the most overused word in advertising, and unsurprisingly it still works to improve CTRs.
  10. Save / bargain/ value/ off / discount / deal / roll back  – Everyone wants a deal!
  11. More – The desire to get more is universal.
  12. Amazing/ Incredible / Great / Awesome / Huge – Similar to above.
  13. Act now / Today – Work well when used for limited time offers otherwise this phrase just adds “noise” to your ad. (“Noise” in an ad is when you are saying things which are of no practical relevance. Ad space is precious. Use it wisely.)
  14. Everything / Everyone / All inclusive / Every where / Any where – people like to follow popular things (herd mentality still exists!). Solutions that include everything, work any where are always attractive to us.
  15. Easy / Simple
  16. 100% Money back – Reduces the friction of the offering.
  17. Guarantee / guaranteed / warranty – same as above
  18. Proven / Reliable – same as above.
  19. No obligation – same as above.
  20. Premium / Elite / VIP – works well to convey more desirability or higher quality.

Remember, trigger words are not magic bullets. They are just words to which people might respond favorably. When combined with other advertising techniques, they can significantly boost your results but real business reasons, real business USP which actually make difference to your customers makes for a much more successful advertising than any language gimmick.

These words could be helpful to gain that tiny (or sometimes significant) advantage over your competitors so do try to use them in your ads and share your feedback.

( Additional resource : A much more detailed and very popular article about power words is here. )

Facebook ads minor edits – Edit current ad but still run ads non-stop by using the “Create Similar Advert” option

If you want to make some minor edits to your current running FB ad but still want your ads to run continuously, then you could use the “Create similar advert” option.

Facebook Create a copy of fb ad

Editing the current running ad will send the ad for review and ad delivery will stop. The delivery status will change to “Pending Review” till the ad is reviewed by Facebook team.

If it is an important day (like a sale) and you don’t want your FB ads to stop, then it is much better not to make the minor edit to the current running ad. Instead, create a copy of the current ad and once that is approved then you can pause the current ad.

Normally ad approvals happen fast but sometimes it can take time, so if you do not want to take chances, remember to create similar advert.

Adwords expanded ads available now

If you are managing your own accounts, you need to make sure you know about this change. This is a nice video about expanded ads.

I would suggest that you make new expanded ads in each adgroup and let them run along with your current text ads. Over time the better performing ad will automatically become evident.

Adwords Editor on Ubuntu (Version 11.8.0 – March 2017)

Adwords Editor on Ubuntu works well once installed correctly.

Update: March 2017

I am just updating this old post to confirm that the latest AdWords Editor 11.8.0 also works on Lubuntu 14.04.5 LTS.

AdWords Editor for Linux Ubuntu

Installation method is same as outlined in the old post below.

The link to download the current latest Adwords msi file is https://dl.google.com/dl/adwords_editor/11.8.0.0/google_adwords_editor.msi

Installation instructions are as follows.


Old post follows :

I installed Adwords Editor 11.5.9 on Ubuntu 14.04.4 LTS using Wine 1.6.2

Adwords Editor on Ubuntu

Step 1 : Download correct msi file using the following URL

http://dl.google.com/adwords_editor/__VERSION_HERE__/google_adwords_editor.msi 

Example for AdWords Editor version 11.5.9 the URL will be

http://dl.google.com/adwords_editor/11.5.9.0/google_adwords_editor.msi

(Please note the zero at the end of 11.5.9.0 when the version number is being stuffed into the URL. Please use the correct version number in the above URL. The current version number can be found from here – https://www.google.com/intl/en/adwordseditor/ )

Step 2 : Set wine default to Windows 7 (This is true on Wine  1.6.2. Newer versions of Wine may not need this step.)

adwords editor on ubuntu

If you try to install AdWords Editor in Windows XP mode, the AdWords Editor installer would report that “AdWords Editor cannot work on this operating system” and the installation will fail. However if you use the Wine Configuration tool and change the default windows mode to Windows 7, the installer will work successfully.

Step 3: Run the installer using the command line.

After setting the default Windows mode to Windows 7, as mentioned in step 2, open a terminal window (xterm/ UXterm or your favorite).

Navigate to the folder where you downloaded the msi file. Then use the following command line to install from the downloaded msi file

wine msiexec /i ./google_adwords_editor.msi

Step 4: Set Wine default back to Windows XP.

Once AdWords editor is installed successfully, running as a Win7 app was not successful for me. (My wine version is an old 1.6.2 version. ) It generated error as follows :

This application failed to start because it could not find or load the Qt platform plugin “windows”

So after successful installation of Adwords Editor on Ubuntu, I set wine default back to WinXP and Adwords Editor ran just fine.

Big Thanks to AgenT – I got to know this method from
https://appdb.winehq.org/objectManager.php?sClass=version&iId=32146&iTestingId=92838