Mobile Search Engine Advertising – Statistics and Trends [Infographic]

Source: Khalid Saleh

Did you know mobile devices now account for 53% of paid-search clicks and estimated US mobile search ad spending and is estimated to reach $28.25 Billion by 2019?  Eighty-eight percent of clicks on mobile search ads are incremental to organic clicks. [In other words, the paid clicks aren’t replaced by organic clicks when search ads are paused.] Google drove 95% of all US paid search ad clicks on mobile followed by Bing (3%) and Yahoo (1%). Check out our infographic on “Mobile Search Engine Advertising” for latest statistics and trends.

15 Tips For Writing Google Ads Text Ads

Writing Effective Text Ads for Google Ads

1. Look at Your Competitors

you should always be keeping an eye on the competition. you don’t always need to reinvent the wheel. be sure to look at what your competitors could be doing wrong so that you can avoid their mistakes.

2. Highlight What Makes You Different

small, key differences that help your business to stand out from the competition are the perfect place to highlight some of those differences. They could be unique menu items, professional accreditation or a dizzying selection of products. If something makes you special, let your customers know about it.

3. Include Exclusive Deals

include a special deal that customers won’t be able to find anywhere else. include a special discount code

4. Tell Customers What To Do

Your copy needs to be concise, direct and active. If you’re selling something, tell customers what to buy. If you’re offering services, tell them what they want to receive. Use strong verbs in your call to action that will instill customers with a bit of confidence before clicking through to your website.

5. Use Keywords

Ads helps you target customers based upon their keyword searches. include those same keywords directly in your ad description- Include up to three keywords or phrases that will be sure to capture the attention of consumers. don’t waste time over-stuffing an entire ad description with keywords. If your ad doesn’t look natural, nobody will click on it.

6. Create a Bespoke Landing Page

If you’re creating an ad to push one specific product or service, it’s worth having a think about how customers will be exposed to it after clicking through to your site. Your ad copy should fit in with the general tone of your product landing page. Try and carry a key phrase or call to action over onto your website. Likewise, ensure you’ve optimized the landing page itself so that you’re showcasing the best of your website.

7. Don’t Make Silly Mistakes

You don’t want to waste money on an advertisement riddled with typos or inaccuracies.

8. Keep It Current

Update your copy to ensure it’s time sensitive. keep things fresh by highlighting new offers or including trending keywords.

9. Be Specific

“Customers generally like to see some sort of number in order to validate your marketing claims. That’s why your Ads entry is a great place to brag about how many customers you served last month, how many bottles of wine your restaurant has in the cellar or how many miles your delivery drivers have covered.”

10. Get Personal

When drafting Ads text ads copy, you should always make a point of directing your customers directly —  writing in the second person. —  avoid talking about “we”, “me” and “us”.

11. Go Local

the service allows you to limit your campaigns based upon geographical area. It’s also possible to target multiple markets at once — but it always pays to cater your copy  to appeal to each individual location.

12. Explore Extensions

Google also lets you add extensions to your entry that will help it to stand out from the crowd. Location and sitelinks extensions make your ads look bigger and more dynamic. Users can also better engage with your Ads promotions.

13. Utilize Mobile

Ensure the landing page associated with your ad is mobile-friendly. You can also use Google’s phone numbers extension. to allow customers to instantly phone your business after spotting your ad.

14. Customize Your URL

Believe it or not, the URL included at the bottom of your Ads entry is almost as important as the ad itself. You should always include a concise, memorable URL. in case users are not able to click through to it immediately upon seeing it. That way, it’s easy for them to find you again later.

15. Never Stop Testing

When in doubt, you should never stop testing different text ads. Explore various copy options, different offers and statistics. Find out what works best by creating several versions of each ad and launching them on a smaller scale simultaneously.

Google AdWords 2019: What to look out for

Google Ads 2019: What to look out for
 

2018 was an eventful year for Google Ads. We saw a number of big changes and improvements including:

  • A re-branding – Google Ads was re-branded from Google AdWords and according to Google this is more encompassing and makes it easier for businesses to advertise across their platforms.
  • New interface – according to Google is faster and easier to use than the previous interface and includes more features to reach your advertising goals.

However, 2019 is promising to be an even better year as advertisers take full advantage of the previous years changes and the new ones that are to be released:

15 seconds non-skippable video ads

Advertisers running TrueView in-stream Ads on YouTube can now benefit from 15 second non-skippable video ads. This has only been available to advertisers via YouTube reservation, but will now be available to advertisers running auction campaigns in Google Ads.

In an announcement, Google said:

“Today we’re expanding access to advertisers running auction campaigns. Recognizing that advertisers should have access to the full range of creative options regardless of how they buy – whether in advance via reservation or in the Google Ads auction.”

Google has started to roll it out to all advertisers and full availability will be coming in the next weeks. And Google has noted that it will cap the number of ads a user sees to ensure they have a great experience while watching YouTube videos.

As an advertiser you can now head over to Google Ads and setup a Video 360 or Display campaign. So you now have a wider range of creative lengths and viewer experiences to achieve your advertising goals.

Paying for conversions

An exciting new update for advertisers in 2019 is the option to pay for conversions for display ads. This is available for Display campaigns only and means you won’t pay for clicks, but only when visitors convert on your website or app.

This option is only available if you’re using a Target Cost Per Acquisition (CPA) bid strategy in a Display campaign. The main benefit is that you’re not charged for clicks or impressions like traditional PPC campaigns, but only for sales or leads that your campaigns receive.

Also, you won’t pay more than your Target CPA bid. For example, if your Target CPA is $5 and you drove 30 conversions over the week, you’ll pay only $150. This is a welcome update for advertisers on the Display Network where conversion rates are historically lower than Search campaigns.

So, during campaign setup you can opt for conversions bidding as seen below

opting for conversion bidding in Google Ads

Responsive search ads

Responsive search ads are the latest update to text ads. These gigantic text ads are the future of search ads as they take up more space in the auction search results and give advertisers more prominence.

responsive search ads on mobile

They include up to 15 headlines and 4 descriptions, which is far much more than expanded text ads.

The Google Ads system rotates the headlines and description in your ads and shows the most relevant things the search term. This saves you a lot of time too because you don’t have to create many ad assets and can instead focus on performance.

Competitor level

Competition on Google is on the rise. According to Google there are now over 4 million businesses advertising their products and services on the Google Ads platform. So, as an advertiser you have many competitors to contend with.

Research from Wordstream reveals that click costs have increased too. It’s now common to see costs higher than $10 per click and that’s not for just insurance, loan and mortgage keywords

With new advertisers joining Google Ads each year, it’s inevitable that costs will continue to rise. So, you should take action like updating ads, search terms and keywords to make them highly targeted and differentiated.

Also, look to achieve high ad positions by improving quality scores and not by increasing your bids.

According to Statista, mobile searches in 2018 accounted for over 51% of searches. And the number of people in the US using smartphones for search will increase to 220 million by 2020.

So the implications are clear. As an advertiser you should be working to offer a good user experience for your visitors.

That includes:

  • providing a fully responsive website
  • providing a mobile website that you can direct traffic too
  • use mobile bid modifiers to increase ad position on mobile devices (ranking at the top is especially important on mobiles)

Although conversion rates are still lower on mobile than desktop, that is set to change too. Users are finding it more comfortable completing transactions on mobile devices and this is set to increase in 2019 and beyond.

Cross-device attribution reporting

Cross device reporting is nothing new to Google Ads and reports like the Device report have allowed advertisers to attribute to conversions. However, cross device reporting is now coming to Google Analytics.

You can now segment and visualize your data across devices and see how each device is helping achieve conversions for your Google Ads campaigns.

These reports live within your Audiences section in Google Analytics and help you to see how many devices used to access your website. You can also see the last 5 devices that contributed to a conversion and you can see the relationship between acquisitions and conversions.

cross-device attribution reporting in Google Ads

Summary

2019 promises to be an interesting year for Google Ads. Google will be releasing new features and updating existing ones like the new interface released in 2018. As an advertiser you should look out for new releases to help you reach your goals.


Avoiding Google AdWords Mistakes

7 Deadly AdWords Mistakes That’ll Make You Broke (And How to Fix Them)

Source: Written by Neil Patel on August 4, 2015

Clicks. Leads. Customers.

We’re always looking to get more from our marketing efforts.  If you haven’t been using Google AdWords pay per click (PPC) ads to drive targeted traffic to your landing pages, you may be doing yourself a disservice.

According to MosierData “on average, the top 3 ad spots get 41% of clicks.” More clicks translates into more visitors, leads and customers for your business.

And, it can happen pretty quickly, when you avoid all of the mistakes that leave advertisers broke and learn how to set up high-converting Google Ads.

The truth is that if you’re just starting out in content marketing creating free content alone will not get you the best results.

Instead, grow your business by combining the digital marketing trifecta: earned, owned and paid media.

Digital Marketing Trifecta graphic

I frequently offer a free PPC check for my clients. On many occasions, I’ve seen clients who are making fatal mistakes with their PPC campaigns.

For example, a lot of Google AdWords advertisers still send traffic to their homepage with no intention of capturing email addresses and nurturing the leads that result.

According to Eric Siu of Single Grain, another terrible mistake many advertisers make is not measuring their ROI. Imagine running an ad for 7 days with no way to check the profitability of your campaigns. Would you invest more money into it?

In this in-depth article, you’ll learn the deadly mistakes that will frustrate your efforts with Google AdWords PPC.

In addition, I’ll show you how to fix every single mistake, so that you can write insanely effective Google Ads that’ll generate ready-to-buy leads for you.

Mistake #1: Not Using the Right Keyword Matches

There are three categories of keywords that every Google AdWords advertiser should be familiar with:

  • Broad match
  • Phrase match
  • Exact match

The mistake people often make is using the wrong type of keyword match.

Google lets you run your ads in any of the keyword matches above. It’s your sole responsibility to decide which one(s) to use. So, let’s explore each of the keyword matches:

i).  Broad match: When you add broad match keywords, your ads will show when people search for your given keywords. Your ads will display regardless of the order of the words in the search string.

So, if you run ads for best ogio bags, your ads will show for best ogio bags, ogio bags best, best ogio bags to buy, ogio bags for best golf, etc.

There’s a lot of potential when you target broad match keywords. For example, in the health & wellness industry, you’ll generate 94% more clicks if you’re targeting these keyword matches.

A broad match keyword also means that your ads will show regardless of what the prospect intends to do. Even if they aren’t ready to buy your product, as long as they mention a few of the words that you’re targeting, your ads will display for them.

To enter a broad match keyword, just add it and don’t use any form of punctuation – no double quotation marks, no parentheses, no single quotation marks.

There is also the modified broad which means that instead of having nike shoes, you’ll target keywords such as black nike shoes, blue nike shoes for women, etc.

ii).   Phrase match keyword: When you target phrase match keywords, your ads will appear when people search for your keywords in that exact order.

For example, if your keyword is best electric blanket, your ads will only show if people type in best electric blanket.

Sure, your ads can appear for other related keywords, but the individual words have to be in that order. So, your ads will also show for where to buy best electric blanket, etc.

 
If you want to enter a phrase match keyword, enclose it in double quotation marks, like this,: “best electric blanket.”
 
iii).   Exact match keyword: With exact match, your ads will only display when the exact keyword that you’re targeting is typed into the search engine.

Still using the best electric blanket keyword above as our example,  your ads will not show up when people search for best electric blanket online or where to buy best electric blanket.

To add an exact keyword match, simply enclose the keyword in a squared bracket, like this: [best electric blanket]

According to this research study, exact match keywords convert better than broad and phrase matches, but the number of average monthly keyword searches is usually lower than broad.

So, you’ve got to be strategic about your keyword selection and the match type (broad, phrase, or exact):

One last tip: If you want the best results, combine the 3 keyword matches and bid strategically using a system known as cascading bids. Here’s how it works.

Mistake #2: Lack of Ad Extensions and Poorly Written Ads

Not having or optimizing ad extensions is another mistake a lot of advertisers are making.

Google has made it easier for you to write better ads and adjust your settings to yield the best ROI. With ad extensions, you can use sitelinks, call and location extensions to enhance your ad.

And, it’s all on your Ad Extensions tab, when you log into your AdWords account.

This simply means that you’ll add extra pieces of information or links to your ad. It’s like the rich snippet that you add to your organic listings. You’re giving customers more reasons to click your ads.

Using ad extensions can be very effective at increasing clicks.

The right ad extensions will ultimately increase your click rate. The challenge is to ensure that your landing page is high-converting, so that when visitors get there, they’ll easily find what they’re looking for.

Writing compelling ad copy is a lot like writing a blog post headline. If you want to write powerful headlines, you’ve got to model what works.

You also have to use the opportunities and tools that are available to you. If you were doing search engine optimization, rich snippets would increase your search CTR. The best option that’s closely related to rich snippets for PPC ads is ad extensions.

Make sure to always use the right ones, because the wrong ad extensions won’t appeal to your users and might even scare them away.

Mistake #3:   Not Understanding Profit Margins and Conversions

When you’re running a business – even in the offline world – you have to keep track of your conversions and your profit margins. You do this because you want to improve your revenue, not just your short-term profit.

The same applies to your PPC ads. You should set up a conversion for inquiries or sales from the “Tools and Analysis” menu option > add new conversion

You can actually save money when you understand how much you’re expected to make and what conversion rate will get you there. So, you could easily use this simple formula to calculate profit margin for your Google ads campaign:

Let’s plug in a few numbers and calculate the profit margin to see how this formula works:

Cost per click – $1.00      Revenue per click – $10.00

Profit Margin – 0.3          Clicks – 1000

Sweet Tooth – $149

Sweettooth’s adWords target=”new”ROI comparison

Remember that the profit margins above may not apply to every industry. You’ve got to know what works in your industry and test it out for yourself to be sure. In all, having an estimated profit margin is a great way to set up a winning Google AdWords campaign.

Mistake #4:    Not Using Negative keywords

Google processes over 6 million keywords every day and 15% of them are 100% new – that is, keywords that Google hasn’t registered yet. This means that some of these keywords will be high-quality, while others will be detrimental to bid and target

By using negative keywords, you can exclude keywords that aren’t a good match for your product or service. Doing so can lower your cost and increase your revenue.

Many Google advertisers make the mistake of ignoring negative keywords and then wonder why their ads aren’t converting the way that they’re supposed to.

Negative keywords is the easiest way to reach the most targeted customers, reduce your costs and boost your ROI.

It also helps you increase your Google AdWords quality score. For example, Search Scientists increased their client’s quality score by 60.1% and decreased CPC by 24.6%.

Suppose you run a website related to job placement. You could target profitable and commercial keywords such as engineering careers, technical career placement and long term careers.

You’re spending money for these clicks and you deserve to earn money back from them.

When you target a keyword like “jobs,” the people searching for that keyword may be looking for something short-term versus a career. Therefore, adding the word “job” or “jobs” to your negative keyword list will keep these people away.

1).  The essence of negative keywords: Why would you allow your ads to be shown to people who aren’t interested in your offer?

Here’s a typical example: When I typed the keyword “small business programs” into Google, I saw an ad from Shopify advertising commerce software.

Trust me, this ad is totally irrelevant to the keyword. People who are looking for small business programs are probably not looking to start an online store.

When I searched for free typing jobs, I saw lots of ads.  But, when I clicked the one that resonated with me, I landed on a page that requested payment. I wasn’t looking for paid programs, only free ones.

Is your audience willing to buy from the first contact with a product like yours? If so, your select keywords will produce results.

Let’s say that you’re selling an information product (ebook) for starting a business. You would most likely include keywords such as:

  • start a business
  • free ways to start a business
  • start a business at home
  • start business cheap
  • free business ideas

If you include “free, cheap” in your ad, it means that your ads will show up when people who are only interested in free information use keywords that include the word “free.”

On the other hand, if you add the same keywords, “free, cheap,” to your negative keyword list, when people are searching for free information in your industry, your ad won’t show up and you won’t have any wasted spend.

2).   Effect of negative keywords on Display Networks: If you set up your Google Ads to appear on both search and display networks, your negative keywords will help you increase your conversions.

For example, Adapt Partners reduced the ad spend of their client company by 40%, while maintaining conversion volume and brand visibility. How did they do it?

They aggressively used negative keywords, optimized the keywords on display networks, tested their ads and used strategic bidding techniques to achieve those tremendous results.

To add your negative keywords, just click the [-] sign to expand it. Paste your negative keywords into the space provided

Finally, no matter what your industry or niche, start with these negative keywords:

  • free
  • porn
  • cheap
  • nude
  • naked
  • torrents
  • youtube
  • craigslist
  • ebay
  • kijiji
  • sex
  • porno
  • torrent

Mistake #5: Not Bidding on Your Own Brand

You should bid on your own brand name keywords, in order to increase conversions. Along with that, though, you have to pay attention to your brand’s value.

A study by Loyalty360 found that 66% of U.S. customers are willing to pay more for a product if the brand delivers a positive customer experience. So, you’ve got to always strive to increase the value of your brand. Here’s how Pieppiermc.com explains it

Delivering a consistently positive customer experience can be achieved through SEO and PPC advertising. Use every opportunity and tool available to you to project your brand, because your brand is you.

Here’s the importance of bidding on brand search terms:

Coca-Cola is the #1 brand on Facebook, because they promote the brand using every available app, as well as their current fanbase. You can and should promote your own brand by bidding on its related terms through Google AdWords PPC.

When you bid on your own brand, you’re promoting your business and reaching out to your social media fans and customers.

Advertisers who make the mistake of not bidding on their own brands have seemingly solid reasons why they’re ignoring the opportunity:

  • My brand keyword doesn’t get much traffic
  • The search volume for my brand keyword is low
  • Our brand is ranking #1 right now, so there’s no need to advertise it

All of these are good reasons, but they can still hinder you from growing your business and running a successful campaign. It’s not necessarily about clicks, visitors and impressions – it’s really about revenue.

My own brand keywords have a decent search volume, with a handful of brand keyword variations.

“Neil patel” is searched over 4,000 times per month and the suggested bid is just 0.16, which is great.

Imagine how much traffic and how many conversions I’d lose by not bidding on my own brand. After all, when someone types your full name into the search engine, it usually means the person already knows and trusts you.

Having customers search for your brand (either your name or domain name) is a great indication that you’re doing a good job. And, according to Forbes, 80% of the revenue of most companies come from 20% of their customers – the ones who are loyal to the brand.

What about your company or business brand? Let’s see how many times my domain name is searched for in a month:

Quicksprout is searched 1,600 times per month. And, Google hasn’t suggested a bid yet. This means that I can easily bid 0.10 – 0.20 per click and drive an insane amount of traffic to my blog, digital marketing university or services page.

The probability of selling to these people is high. According to Econsultancy  the probability of selling to a prospect is 5%-20%, whereas the probability of selling to existing customers is 60%-70%.

1).  Prevent competitors from hacking your brand: When you bid on your own brand, you’re also preventing competitors from poaching your business. More importantly, you’re strengthening your brand.

The harsh truth is that if you’re not bidding on your brand, others will. And, these people will probably be your competitors who wouldn’t hesitate to take advantage of your oversight to hijack your prospects and visitors to their sites.

You may continue to rank #1 in Google for your main keyword, but if your competitors poach your brand keyword, they can get ahead of you in organic search.

The beauty of bidding on your own brand is that you can often bid very low and still drive a lot of targeted clicks and visitors to your landing page.

Pro tip: When bidding for your own brand name, you should aim for the top, since people who are searching for your brand are the most targeted visitors that you’ll ever get.

Instead of settling for low bids that’ll keep you at the bottom, increase your bid in order to stay at the top and get the majority of the clicks. Spend the most on branded search terms, because they convert very well.

2).  Reduce Customer Turnover: Another important aspect of advertising for brand name keywords is the huge improvement that you’ll see in your customer turnover rate.In the book Leading on the Edge of Chaos, author Emmett C. Murphy expanded on the 10 key elements for success in critical times. He highlighted the fact that when you reduce customer turnover by 5%, it leads to a profit increase of 25%-125%.

If you’re an internet marketing coach who’s targeting popular keywords, such as internet marketing, online marketing and more, you’re expected to bid $16.61 per CPC (cost per click).

If you get 10 clicks, that costs you over $160, 100 clicks will cost you more than $1,600 and so on. And, the odds you can convert those prospects searching for “online marketing” into paying customers are very slim.

That’s because the search term is not well-defined. These prospects are still in the awareness stage of the customer buying cycle. Consequently, they’re not yet ready to buy.

On the other hand, if you’ve been marketing online for quite some time now, your brand has probably gained some momentum.

Consequently, people will be searching for it. Instead of bidding $16.61 and above for keywords related to internet marketing, for example, you could bid for keywords that are closely-tied to your product, blog or brand name. Here’s an example, using John Chow:

chow keyword example screen shot

Apart from the first keyword in the screenshot above (john chow blog), every other keyword highlighted in red is a money term. People who are searching for them are likely to be more ready to buy.

Those keywords are for John’s video products, which he sells through Clickbank and other third-party affiliate networks. Although the keywords have fewer than 600 average monthly searches, the fact still remains that John can drive qualified clicks and buyers to his sales page.

Before you set up your next Google ad, use the Google AdWords Keyword Planner to find brand name keywords that you can target.

Remember that when you use negative keywords, you’re telling Google not to show your ad to people who are searching with that word or on any display network that actively targets that word (e.g. free, cheap).

But, when you bid for brand keywords, you’re telling Google to show your ads to prospects and customers in both search networks, when the keywords are searched and in display networks, when your brand name is used in the content (e.g. product review or company news).

Customers want convenience. They want brands that are well represented, at all times. And, losing customers to your competitors is one of the biggest nightmares of internet marketing.

Mistake #6: Not Knowing Your Customer Lifetime Value (CLV)

Do you know the lifetime value of your customers? If you don’t, then you’re wasting both time and money.

How much are you going to spend on AdWords to acquire one customer? There’s no utility in guessing. Instead, eliminate the guess work and assumptions by calculating your Customer Lifetime Value.

The CLV of your customers is basically how much money a customer is expected to generate over the lifetime of their engagement with your brand.

Here’s how Wouter van der Heijden defined it:

CLV is the Key Performance Indicator that determines the value of a customer. This determines how much you can spend to recruit customers on the long term, keeping in mind the return purchases of the customer.

The lifetime value of a customer is much more complex than ROI (return on investment). But, they are dependent on each other to grow your revenue and your business.

When you’re aware of the customer lifetime value, you can easily adjust your campaigns and bid on the strategic keywords that will drive the right prospects and customers to your landing page.

In this must-read article, by David Skok, a venture capitalist, said that the biggest reason why startups die [lies in] their customer acquisition cost versus their customer lifetime value

From David Skok’s post, it’s obvious that if you want to still remain in business, the amount you spent on Google AdWords PPC to acquire a customer should be recovered in < 12 months.

In other words, if you’ve spent $270 to acquire a customer, you should also have a strategic and well-designed funnel in place to make $270 or more off of that customer in less than one year.

That’s the only way to create a healthy cash flow that will sustain business growth and expansion.

Most big brands, like Moz, use a different strategy to ensure that they recover the cost of acquiring a customer. The standard price plan for Moz’s software is $99/month.

For small business owners, that monthly payment may not be too affordable. As a result, it’d take a lot of education and persuasion to get prospects to buy into the deal.

So, Moz will sometimes spend more than $99 just to acquire the customer.  But, they have a definite plan to recover their initial spend and make more in the long-run.

However, Moz also uses a unique strategy to acquire customers and get them to pay. They partner with other companies to offer member-only perks, which is more or less an affiliate program.

HubSpot provides a more detailed example of Customer Lifetime Value, where they broke down the cost per customer into 3 components:

  • Cost of Customer Visits (CoCV)
  • Cost of Lead Acquisition (CoLA)
  • Cost of Customer Acquisition (CoCA)

Still using HubSpot’s examples, Peep Laja shows us how to calculate the CLV:

You’re calculating the customer lifetime value, in part, because it helps you run a better Google AdWords PPC campaign. If you’re paying $10 to acquire a customer, it means that the lifetime value should be $10+. But, if you’re paying $10 and getting $6, it means that you’re losing $4 for every customer that you acquire. That’s clearly not sustainable.

See also: How to Calculate and Increase Customer Lifetime Value

How to Calculate Your Ecommerce Cost of Customer Acquisition

Mistake #7:    Not Testing the Optimal Ad Position

The simple formula that Google uses to rank ads  is:

bid x ad quality

In other words, if you bid more than other advertisers who are targeting the same keywords, your ad’s more likely to appear at the top, assuming you both have the same quality score.

The quality of your ad is largely dependent on the quality of your keywords, click rate and targeted keywords.  That score determines where your ads get placed.

According to WordStream, position #1 may not always be the best position. It’s true that higher ad rankings tend to get the most clicks, but they don’t get the most conversions.

You don’t have to rank #1 for your ads to start generating quality clicks. If your goal is branding, then I’d understand perfectly when your focus is to rank your Google ad at the top. But, if you want to get results (quality clicks, traffic & conversions), being in position 3-5 works best.

Let’s say that you’re selling kitchen wares and your competitor is Home Depot – a top brand with a huge advertising budget.

Your goal shouldn’t be to bid higher than your competitors. Instead, focus on increasing your quality score – because a high quality score will give you a better ad rank position

Another advantage of targeting positions 3 to 5 is this: people are always excited about the 1-2 positions, because they’re easily seen. So, people may decide to click ads at the top, not because they’re really ready to buy, but because they’re curious or for other personal reasons.

In the book, Driving Customer Equity  the authors Roland Rust, Valarie Zeithami and Katherine Lemon expanded on a business’s most important asset – customer lifetime value.

In order to increase the CLV, you’ve got to focus on the customers, by nurturing the relationship that you have with them. The more they grow to trust you, the more you’re able to nudge them into taking the action that’ll grow your business.

When it comes to ad positioning in Google AdWords, there is no one-size-fits-all principle. You’ve got to test this for yourself. Being at #1 may work best for you, depending on your industry and ad copy.  But, overall, ad positions 3-5 tend to be more effective for most businesses as they’ll yield the best return on investment.

Pro tip: You can and should test your ad to find the best position by lowering or increasing your bid or CPC.

When you lower your bid, observe what happens. Google usually provides a specific suggested bid amount. You can start with the suggested bid or increase it a bit. Keep checking your ad positions.

Georgia Eye Associates increased their CTR from 0.95% in September to 2.80% in April, a time period of just six months. The did it by using more strategic targeting and bid optimization and they were also able to reduce the cost-per-click (CPC) from $4.90 to $2.31

Conclusion

Your ads should be targeted at the right people. This is how to increase your traffic,generate better leads and increase sales.

And, you’ve got to set a long-term goal, not just one for the short term. If your goal is only to generate quality clicks to your landing page, you’re missing out.

Remember that the customer lifetime value isn’t dependent on the initial conversion rate, but what happens after they become customers.

Effective Google Ads boil down to targeting the right keywords, reducing your cost per customer acquisition and driving potential customers to your site where you’ve set up a well-crafted funnel that will improve conversions.


Mobile Search Advertising

Mobile search has overtaken searches from personal computers and laptops. It has become critical to integrate mobile search advertising strategies into your PPC (Pay-Per-Click) campaign plans. The growth of searches on mobile devices, such as smartphones and tablets, presents new challenges to search advertisers. The strategies for a successful search engine marketing (SEM) campaign on personal computers have to be adjusted for mobile devices. For example, inputting information on a mobile device typically involves more work. So, make ensure that a PPC (Pay-Per-Click) mobile customers can quickly figure out what they are supposed to do on a landing page and be able to complete a transaction with minimal effort, otherwise, you will likely lose conversions.

The following Infographic provides statistics and trends for mobile search advertising.