Google Ads Update Now Gives You An Insight On Recent Performance Changes

Google Ads Update Now Gives You An Insight On Recent Performance Changes

Posted on Monday, December 16th, 2019 at 1:09 pm    

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During the first week of December, Google Ads rolled-out a new beta feature that will allow users to see what changes are being made performance-wise within your Google Ads campaign(s). This new beta-feature, referred to as “Explanations,” was developed with the overall objective to save users time by getting straight to the point with precise performance change analytics and diagnosis – all in a single location. 

The McAllen digital marketers and SEO experts of Cobalt Digital Marketing are here to break down everything you need to know about this new Google Ads beta feature.

What to Know About “Explanations”

Explanations is meant to be the go-to solution within Google Ads to see what is currently affecting your campaign(s) and ad groups. 

According to Google, “You can view the most likely reasons for impression, click, and cost changes with the click of a button. This makes it easy for you to spend more time focusing on optimization, and less time investigating performance issues.”

As this feature is still currently being developed, there are a few things to take into account when using it:

  • It is only currently available for manual CPC and/or eCPC Search campaigns.
  • You are able to compare (2) two different time periods of equal length from the last 90 days.
  • It will only show those campaigns that have seen a significant change within Performance.

Key Factors and Areas “Explanations” Focuses On

  • Bid Changes: Will be able to show how many times your ad has been shown, where it was seen, and how any modifications made have affected your ad.
  • Bid Modifier Changes: Will focus on the changes that affect the performance on the campaign in terms of device bid modifiers, location bid modifiers, demographic bid modifiers, and audience bid modifiers.
  • Budget Changes: Will be able to tell you how any changes to your budgeting plan may have impacted the ad’s ongoing traffic. 
  • Budget Allocation: Will be able to tell you how spreading your budget through different entities may have affected your current performance.
  • Budget Exhaustion Rate: Will show you how changing your average cost-per-click (CPC) will affect your overall budget at the current rate it’s at.
  • Eligibility: Highlights how certain factors came into play within your ad’s traffic eligibility. 
  • Change History: How any recent changes or modifications affected the performance of your account overall.
  • Targeting Changes: How any changes or modifications in terms of location targeting, keywords targeting, keyword status, and adding/removing an audience will affect your performance.
  • Auction Competitions and Search Interest: How any changes or modifications made within search volume on search partners or opt-in/opt-out of search partners will affect your overall performance.

How to Access Explanations 

Accessing this feature within your Google Ads account is pretty straight-forward. After you have signed-in to your account:

  • Go to the navigation menu on the left and select Search Campaigns.
  • From the page menu, select either Campaigns or Ad Groups.
  • From the top-right corner of your screen, select the down arrow alongside the date range.
  • Select on the toggle next to the Compare option to turn on a second date range.
  • Choose the exact dates you want to compare within the top range.
  • Select Previous Period under Compare.
  • Hit the apply button to view the results side-by-side within your performance chart.
  • You will be able to detect a “%” change applied below the numbers in your performance metrics columns. You will see either a +X% or a  -X% symbol. Major changes will be able to be identified as they are marked within a blue highlight. 
  • In order to see the exact specifics within your performance change, select More Details.

While Google still works on fully developing this exciting feature over the next couple of months, the McAllen SEO experts of Cobalt Digital Marketing are able to utilize tools like these and ultimately take your business to the next level with our award-winning Cobalt Formula

How the Cobalt Formula Can Elevate Your Sales

At Cobalt Digital Marketing, our team of McAllen digital marketers, (or “catalysts” as we call them) are fully engaged with the idea of building brands from the ground up. 

With this idea in mind, our Catalyst will be able to develop the right Cobalt Formula for you, which will lead to expanding your online audience engagement. The Cobalt Formula can be tailored to best suit your business’ overall goals and aspirations. 

And with the right data analytics tools and resources, such as Explorations, we are able to provide the most effective results. The longer you hesitate on reaching your online audience, the more sales you are potentially losing. So why wait?

Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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Don’t Let Bad Digital Ads Eat Up Your Budget: What You Need to Know About PPC

Posted on Friday, December 6th, 2019 at 2:12 am    

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Pay-per-click (PPC) advertising is one of the most effective methods for promoting your company’s products and services online. 

At its heart, pay-per-click advertising in one of the fundamental tools needed to get to the top of Google’s search results. By strategically bidding on the proper keywords, you can see substantial traffic to your website from individuals looking for the specific product or service your PPC ad is promoting.

Not sure what the best strategies are for making your PPC ad effective? Worried about spending exorbitant amounts of budget and not reaping any benefits in return? Or do you simply have no idea what PPC can do for your business? Look no further than the good folks at Cobalt Digital Marketing give you a rundown on PPC ads and how they can be a vital element of your digital marketing strategy. 

How Pay-Per-Click Advertising and Digital Marketing Connect

Where PPC gets difficult is in choosing the right keywords, testing the effectiveness of different versions of your ad, and maximizing your budget so that your ad gets the most conversions at the lowest cost. Doing all of this effectively requires an understanding of both your target audience and the digital tools they use to search for products, services, or information.

Thankfully, our agency developed the Cobalt Formulaᵀᴹ to ensure that each client we work with has a strategic process for developing a keyword strategy that helps drive their search engine marketing (SEM) and search engine optimization (SEO) efforts. 

Not only does the Cobalt Formulaᵀᴹ help make our clients’ PPC ads more effective — leading to higher conversions and more sales — but it also helps them use digital tools such as AdWords in a much more strategic way to maximize their ad spend.

Here are a few key areas to focus on to improve your company’s pay-per-click advertising.

1. Develop a Keyword Strategy

Depending on the industry you’re in, there can be heavy competition for certain keywords that you’ll want to target via PPC. Generally speaking, the more generic the keyword then the higher the competition and the higher the cost-per-click. The different types of keywords range from commercial keywords that will attract high-intent buyers who are ready to buy, to keywords that attract low-intent buyers but which can be used as part of a remarketing strategy beyond the immediate search.

Developing a keyword strategy is about knowing your audience and what you’re trying to achieve. If you are an industrial machine manufacturer, for example, you have a much smaller audience than a smartphone manufacturer. In that case, the keywords you choose might get more eyeballs with a generic keyword, but you might get more actual conversions with a more specific long-tail keyword that is sure to attract your target audience.

You can use a keyword generator or other keyword tools such as Google’s Keyword Planner or SEMrush to help with your keyword research and discovery process. These tools can help you compare different keywords, their search volume, and provide other competitive information such as opportunity score. What’s most important is that you prioritize the keywords you are searching for and thinking strategically about which keywords will get the most conversions at the lowest cost. 

If you need support with this, the Cobalt Formulaᵀᴹ helps you do all of this in an integrated way guided by a well-thought-out keyword strategy.

2. A/B Testing Your Pay-Per-Click Ads

Because there are so many variables in search results, it is important to have different versions of your ad copy and to test different combinations. For example, switching different headlines with different bodies of the text. At the end of the day, it’s all about keeping track of results and making adjustments to your keywords based on those results.

The goal of any keyword campaign is to turn clicks into conversions. You may notice that some ads get lots of clicks and few conversions, and vice versa. A/B testing will help you identify the specific problem, whether it is with the ad copy itself or maybe the keyword you chose is simply not attracting the right audience. Results are not always clear-cut, so it is important to use A/B testing as an ongoing best practice to keep your pay-per-click ads effective.

3. Focus on Google’s Quality Score

Google uses complex algorithms that manage the keyword bidding process and Quality Score is one of the most important metrics to note. Basically, Quality Score is how Google rates the quality and relevance of your keywords and pay-per-click campaigns. A higher Quality Score means you will pay a lower cost-per-click and also will be ranked higher in the ad auction, which means your ad will be seen by more people.

As we said above, it’s not only important to know your audience but to know the digital tools they are using to search for products, services, and information. Google is by far the most commonly used tool for those purposes and it’s vital that you understand how its keyword system works to ensure a high Quality Score and effective pay-per-click campaigns. The more relevant you are with your keywords and ad copy, the more you will be rewarded by Google.

Cobalt Digital Marketing: Make It “Snow” This Holiday Season with PPC Ads

Search engine marketing and specifically – Google’s pay-per-click advertising system – is one of the most effective tools any company has in promoting its products and services digitally. Good SEM strategies depend on keyword strategies as the “engine” that narrows down your audience gets your ad to the right people at the right time. 

The Cobalt Formulaᵀᴹ is a complete approach to digital marketing that gets the most out of your keyword campaigns and helps you get more results while maximizing your ad spend.

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Our Cobalt Formula™ can help your business prosper, reach one of our catalysts today at (866) 224-5705.

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