- Posted by James Reade
- On November 23, 2016
At the 2016 Digital Conference, the Paid Media department reviewed several key aspects related to product updates, new products, and industry trends all focused on driving client success.
The following is a synopsis of the Paid Media presentation.
Hyper Local: A New Product
V Digital Services recently introduced a new product called “Hyper Local.”
This product is designed to further assist clients’ Google My Business page by increasing impressions and visibility in both SERPs and Google maps.
By increasing visibility, it will result in a large increase in clicks, calls, and driving directions at a very low cost-per-click when compared to traditional AdWords campaigns.
Through internal tests, we saw an average CPC of $0.47, which is well below search average CPCs for those highly competitive keywords in the services and education vertical we chose.
This new and innovative V Digital Services product was strictly designed to fuel SMBs in local markets. We are confident that our competitive packages are designed to drive results from which all clients will receive an excellent ROI.
Google Premier Partnership
V Digital Services is proud of our designation as a Google Premier Partner. As such, our company receives special executive business training from Google and attends the company’s annual partners’ summit.
As a Premier Partner, Google also provides our Agency with exclusive opportunities which help drive our clients’ success. For example, we have received early access to beta versions of upcoming Google products. We also are afforded Google representatives who can provide in-person support for our clients.
Most importantly, we receive ongoing account overviews from Google, wherein they provide us with vital insights and highlight opportunities for optimizations that other agencies will not receive.
Expanded Text Ads – AdWords
In 2016, Google announced the biggest change to AdWords in the past 15 years: expanded text ads. Currently, all V Digital Services clients are utilizing expanded text ads and have experienced great results.
As we are now able to communicate a better message with more prominent headlines and longer description lines, we are currently experiencing CTRs which are 20% higher.
Any business that is not utilizing expanded text ads needs to implement them immediately in order to stay competitive within search results.
Importance of Calculating Quality Score
Quality score is extremely important to monitor, manage and optimize for, but it often goes unnoticed for small and medium-size businesses as they focus on other visible metrics such as cost-per-click, impressions, clicks and conversions. However, what needs to be understood is that quality score can dramatically affect all of those metrics.
There are three factors that make up quality score: click through rate, ad relevancy to keywords and landing page relevancy to keyword. These factors need to be analyzed, A/B testing needs to be implemented, and important decisions need to be made from the collected data.
V Digital Services’ Paid Media team is fluent in identifying these opportunities and designing an action plan to improve quality. A poor quality score (anything under a 7 or 8) is hurting your campaign and indicates that optimizations need to be made in order to generate more clicks at a lower cost per click, thus resulting in more conversions and generating a higher ROI.
What part of the sales funnel does PPC play a role in?
AdWords has a full suite of products to offer including search, display, product listing, Gmail and YouTube ads.
Depending on your goal, the correct product should be used and will play a pivotal role in the sales funnel process. For example:
- Display, YouTube and Gmail – These products are used to blast out your company’s mission statement/purpose, introduce a new product or just get your brand out in-front of many people as possible. This initiative lies directly at the top of the funnel with the intent of moving those future potential customers/clients down to the bottom of the funnel.
- Search and Product Listing Ads (PLA) – When consumers are ready to purchase, you want to make sure you are right in front of them at the right time. Search and PLA campaigns are designed to capture users at the bottom of the funnel when they are on the verge of making a decision or are ready to make take an action and convert.