Koray Odabasi
You should segment your target audience and provide tailored messages to each segment. (Location 196)
The key to success in digital advertising campaigns is quite clear: give the right message, to the right person, at the right time. (Location 204)
To achieve this, you should break down your target audience and communicate with each segment using a message that will motivate them the most. You cannot achieve success by using undifferentiated messages presented to everyone. (Location 206)
A research on Statista pointed out that 25.8% of internet users in the US were blocking advertising on their connected devices in 2019.[21] (Location 257)
While SEO is getting harder, Google search ads increase their importance as they are still displayed on top of the search results page. (Location 311)
What to Expect from Google Ads Campaigns? The first thing you should expect from Google Ads campaigns is to achieve sustainable revenue. (Location 335)
To achieve high conversion, you should identify your target audiences correctly, provide tailored messages to each segment, and bring them to special landing pages on your website. (Location 350)
To calculate the customer lifetime value, you can multiply average purchase value by average purchase frequency and average customer lifespan. (Location 394)
For a local coffee shop, if an average customer buys 50 coffees per year, with an average price of 3 dollars per coffee, for a period of 2 years, you can estimate that an average customer brings in 300 dollars revenue. If you have 20% net profit margin, you may expect to earn a net profit of 60 dollars over two years. (Location 409)
The advantage of Analytics platform over Google Ads is that Analytics provides additional value by reporting the performance of the visitors on your website. (Location 438)
By selecting Acquisition > All Traffic > Source / Medium, you can compare the performance of Google Ads campaigns to other channels. (Location 452)
Which KPI’s Should You Follow? (Location 478)
Segmenting your target audience and communicating with each segment using tailored messages will help you to increase the click through rate. (Location 497)
The primary purpose of digital marketing campaigns should be to bring the "right" people to websites rather than "more" people. (Location 653)
Therefore, the key factor for success is to identify your target segments correctly. To do this, you need to focus on demographic, psychographic, geographic, and behavioral segmentation. (Location 656)
Directing all of the Google Ads visitors to your home page will significantly decrease your conversion. To get the attention of distracted users and to achieve the best performance, you should use landing pages. (Location 763)
To achieve the best result with landing pages, you should focus on the following topics. Create Specific Landing Pages for Each Target Segment (Location 768)
Landing pages are more effective when they are specifically designed for the target audience. (Location 791)
Consider building permanent pages designed specifically for segments such as young men, single women, or mothers. (Location 798)
it is important to use a powerful and well-organized headline on each page. (Location 819)
For this reason, instead of using randomly selected images on your page, you should use effective images supporting the result you want to achieve. (Location 836)
What Should Be the Campaign Structure? (Location 868)
If you are managing the campaigns for an ecommerce store selling watches in the UK, you may form campaigns based on various alternatives, such as: Campaign 1: Search - Branded Terms Campaign 2: Search - Watch Brands Campaign 3: Search - Generic Campaign 4: Shopping Campaign 5: Display - In-market Campaign 6: Display - Remarketing Campaign 7: Search - Target Audience in EU Campaign 8: Display - Target Audience in EU (Location 915)
For example, regarding a search campaign targeting Jackets in your ecommerce store, you may use ad groups such as; * Leather Jackets * Denim Jackets * Formal Jackets Regarding a remarketing campaign, you may target different audiences and use ad groups such as; * All Website Visitors * People Who Visited Shopping Cart Page * Your Customer List By using ad group targeting (Location 931)
It is a good idea to use at least three ads and let the Google Ads system make a decision based on performance. (Location 945)
Customer Lists You may upload your customer list to the Google Ads system to create a special audience. This information is usually in the form of email addresses or phone numbers. (Location 1370)
Customer lists are powerful, and they usually produce high conversion. For this reason, they should be part of any Google Ads campaign. Similar Audiences Google Ads system automatically creates similar audiences based on your audiences. (Location 1376)
Every day more than 6 billion searches are performed on Google. (Location 1547)
The number of indexed pages on Google was only 26 million in 1998. This number exceeded 1 trillion in 2008 and reached 130 trillion in 2016.[28] Everyone thinks that their products and services are great, and Google should immediately rank their websites on top of search results, but this is very hard to achieve. (Location 1551)
How Can You Monitor the Data? If you select search partners in your search ads campaign, you can see the performance in Google Ads dashboard. When you selected the campaign, you may simply click on Segment icon and select Network (with search partners) option. (Location 1577)
However, as they also have lower cost per click compared to Google search, cost/conversion metric might be balanced. Therefore, it is important to test these options and observe the performance. You should focus on cost/conversion metric to make the right decision. (Location 1593)
Unless you have a specific purpose, it is a good idea to avoid broad match format in your campaigns. (Location 1642)
Which Keywords Should You Use? It is important to determine the right keywords as they will directly affect your success. You may organize your keywords based on the following topics: (Location 1760)
2. Keywords Related to Customer Shopping Journey (Location 1788)
Now, you can concentrate on the customer shopping journey and add extra keywords to your list that will help you target the consumers at these stages. You may consider these 4 main stages: * Awareness (Discovery) * Research * Comparison * Decision (Evaluation and Purchase) The people in the Awareness stage are at the beginning of their journey and they are not actively looking for products to buy. They are searching for information about a certain topic or trying to discover solution alternatives to a problem. For this reason, this is not a priority and you may skip this stage. (Location 1792)
For the Research stage, it is a good idea to match the perspective of consumers. You may target search queries such as “cabin air conditioner” or “air conditioner size for apartment” and use relevant information pages explaining the topic in a satisfying manner. You can then, display your products, focusing on the features matching the search queries. For the Comparison stage, you may concentrate on search queries such as “best air conditioner for apartment” or “ABC or XYZ air conditioner”, “ABC air conditioner pros cons”. For the Decision stage, you will be targeting consumers who are actively looking for products to buy, so you may target search queries such as “air conditioner prices”, “air conditioner online deals” or “air conditioner online shop”. (Location 1805)
Branded keywords are the keywords containing your brand, company, or website name. As these keywords represent the people who know your brand, branded search queries are highly valuable. As you cannot focus on campaigns and result oriented sales messages in your search engine optimization project, you should benefit from branded campaigns. In addition to having a second spot on the search results page, branded campaigns will provide significantly higher conversion than any other campaign. (Location 1836)
When determining the keywords, you may pay attention to the following topics. Act with the Perspective of Your Audience Think about your target audience. Which words do these people use to search for your products and services? If you want to bring these people to your website, your point of view has to match their perspective. (Location 1849)
Create a Balance between Generic and Long-tail Keywords Everyone wants to show their ads for generic keywords. But these keywords have high cost per click, and they are not very result oriented. For this reason, it is important to pay attention to long-tail keywords as well. These long-tail keywords belong to the people who actually know what they want. For this reason, they usually create higher conversion. (Location 1858)
On the other hand, long-tail searches such as “black leather men’s shoes” may be lower in volume, but these searches usually belong to the people who know exactly what they want. Focus on the Keywords That Will Generate Conversion When choosing a keyword, it is important to consider the intention of the person performing the search. (Location 1866)
Product and service names usually generate good results. Adding words such as best..., which..., ...models, ...prices to these names instead of ...pictures or ...photos will create higher conversion. Place Emphasis on Divide and Conquer Method Divide and Conquer method focuses on dividing the audience and presenting each segment tailored content that matches their perspective. This will enable you to use specific keywords on different pages. It will be much more effective than presenting the same content to everyone. For example, instead of using a generic keyword like “shirt”, you can achieve quicker success with niche keywords such as “slim fit shirts”, “tuxedo shirts” or “dress shirts”. (Location 1871)
Are they the right keywords? Once you determine your keywords, you need to be sure that these keywords are result oriented. Will the people visiting your website with these keywords find what they are looking for? (Location 1889)
1. Keywords to Exclude the Users Who Have No Intention to Buy (Location 1907)
3 topics determine the quality score: (Location 1984)
This suggests that the landing page experience and click through rate have higher weight than ad relevance. (Location 2053)
As your ad will occupy more space in search results page with ad extensions, this may lead to more clicks. Google stated in another article that implementing extensions is often an immediate and highly impactful way to improve click through rate and there may be 10-15% click through rate uplift from implementing a new ad extension.[36] (Location 2160)