If you are a business owner managing your own PPC, then most probably you may not have time to check your Google ads account everyday. In such a case, do follow the “Email Notifications” section of the above article, to set up email notification for ad disapproval.
Most people would not need a VPN solution to access Google ads web interface.
However if are using a VPN for accessing Google ads web interface, and if that VPN solution happens to be Windscribe for Chrome then you would know that Windscribe is no longer working well. (as of November 2019)
If you have a new ad that MUST run along side an old ad, it is advisable to manually switch campaign ad rotation settings from “Optimize for clicks” to “Rotate indefinitely” for some time.
Do NOT rely on “Optimize for clicks” because sometimes it does not give any impressions to the new ad – it does not test the new ad as it should. In my experience I have seen the algorithm fail too many times!
Sometimes the ad rotation algorithm decides in favour of the old ad in so few impressions that the new ad just does not get sufficient impressions to make any impact on the audience.
So manually switching ad rotation settings is advisable if you want to make sure that the new ad get a good chance to run along side the old ads.
If you want to test a new ad, then also “Rotate indefinitely” might be better for some time. After some performance data is collected, then you could hand over ad rotation to the “Optimize for Clicks” algorithm if you want.
In certain cases, where you want multiple messages to be shown to the same audience (for example if you want to highlight all the multiple product/ service benefits to your remarketing audience), again rotate indefinitely” might be a better option for you.
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.
You / Your
Real / True
Boost / Turbo / Speed / Instant / Now / No waiting
Secret / Hidden
Save / bargain/ value/ off / discount / deal / roll back
Amazing/ Incedible / Great / Awesome / Huge
100% Money back
Act now / Today
Everything / Everyone / All inclusive / Every where / Any where
Easy / Simple
Guarantee / guaranteed / warranty
Proven / Reliable
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.
You / Your – helps in getting attention, makes your ad more conversational and easier to relate to.
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.
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….”
Real / True/ Pure – Example, Real success, True wealth, Real solution, Real world techniques and so on..
Boost / Turbo / Speed / Fast / Instant / Now / No waiting– Everyone wants fast results
Secret / Hidden – Everybody wants to know the secrets!
Discover/ Unlock – I use them very often with excellent results. (“Unlock your hidden potential”..)
New – “New” has been a favorite word of advertisers since generations! Nothing new needs to be said about it! 🙂
Free – probably the most overused word in advertising, and unsurprisingly it still works to improve CTRs.
Save / bargain/ value/ off / discount / deal / roll back – Everyone wants a deal!
More – The desire to get more is universal.
Amazing/ Incredible / Great / Awesome / Huge – Similar to above.
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.)
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.
Easy / Simple
100% Money back – Reduces the friction of the offering.
Guarantee / guaranteed / warranty – same as above
Proven / Reliable – same as above.
No obligation – same as above.
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. )
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.
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 keyword planner allows download to Google sheets. This can be very convenient for keyword research.
Once the data is in Google Sheets, you can sort and work on the data in many powerful ways.
A lesser known feature is the filter tool available in the “Data” menu of Google Sheets, which allows filtering data by condition based on many readily available conditions or even a custom formula.
Its a very interesting feature and can save time when analyzing voluminous data from the AdWords keyword planner.
As always, there are many ways to do the same work and some of the filter conditions can be achieved in the keyword planner itself but I find that moving the data to Google sheets gives me flexibility and more powerful tools for analysis. Its worth a try!
Google search results on desktop/ laptop will not show text ads on the right hand side bar.
Now there may be up to four ads on top, and three at the bottom of search results on desktop searches. There is no change for searches done on mobile.
3 simple things you should do :
Check average position of your keywords (especially important keywords) and adjust bids as required.
Go to keywords tab and sort by the “Avg. Pos.” column. (If this column is not visible, enable it via “Columns” drop down > click “Modify Columns” > click Performance Metric to select “Avg. Pos.”. More details here and a screenshot below. )
Adjust bids of keywords as appropriate. Pay attention to your most important key words and if required increase bids to ensure that these keywords would stay in top 4 positions.
Use as many extensions as possible and populate them with correct/ meaningful data.
Well written extensions help improve CTR and thus reduce CPC, helping you compete better.
Track conversions (both macro and micro conversions) so that you know which keywords are bringing you quality traffic. Make sure these keywords stay in the top positions, even if you have to pause some less important keywords.
Conversion tracking is a must in today’s competitive Adwords environment. If you are not able to add the required tags yourself, take help from your web developer or you may even contact me, or any other Adwords professional for one time help and then continue managing your account on your own.
Footnote: This is a DIY Adwords article for people who manage their own PPC/ Adwords. While I hope this would be useful to majority of accounts under DIY management, exceptions would certainly exist and more complex accounts might need different strategy. Consult with me for free, if you have any specific questions.