Everything You Need to Know About The AdWords App

Posted on May 15, 2015 by Troy Lerner

Finally, the long awaited Google AdWords app has arrived and is now available globally to all existing AdWords customers. With Google's new emphasis being on mobile, this exciting new feature is no surprise. The GoogleGoogle adwords app AdWords app will allow you or your PPC agency to control your ads' performance in real-time with the convenience of managing everything while you're on the go. A truly "mobile" solution.

The Top 3 Things You Can You Do With The New Google AdWords App

 

1. Manage Your Campaign Stats In Real-Time

Changes happen very quickly when it comes to everything internet; therefore, it's extremely important to have the ability to make changes to your AdWords campaigns on the fly as you see new trends emerging.

EXAMPLE:

You have just launched a new product line and a new AdWords campaign to go along with it. Suddenly you see that a negative keywords is receiving an astronomical amount of clicks, creating a potentially devastating loss in campaign funds. You can log on and delete the negative keyword immediately eliminating any further unnecessary loss of campaign funds.

or

You see that a particular keyword is performing particularly well and is resulting in a significant increase in sales. However, your campaign is about to run out of funds. This new app will allow you to handle the issue immediately.

Additionally, you may see that a particular keyword is performing very well, but if you were to increase your bid amount, you would receive more impressions by paying more for that keyword. This is just another huge benefit of the Google AdWords app.

2. Receive Real-Time Alerts, Notifications And Campaign Recommendations

The new Google AdWords app provides you with customized notifications and alerts, then makes optimization suggestions as to the best ways to improve upon your campaigns performance.

EXAMPLE:

You just launched a new campaign. However, you didn't realize that your credit card was about to expire or that there was a problem within some of your ad groups. This could result in a substantial loss in revenue, if you weren't notified immediately of any potential issues. But with this new app and its notification alert feature, you will be made aware of those issues so you can correct them before they become a problem.

3. Call A Google Expert

The new Google AdWords app makes it easy for you to contact a Google expert with a quick tap to discuss any problems, concerns or usage issues you may have.

EXAMPLE:

Your new campaign has just gone live, but it's not performing as expected or is experiencing a problem, and you will not be back in the office until tomorrow. With the new Google AdWords app you can tap the contact button of your choice and communicate with a Google expert who can then help you with your campaign or issue. Google experts are great for brainstorming marketing, product and technology strategies. Or for helping to correct any issues you may be having.

Conclusion

The new Google AdWords app is the latest tool for your marketing arsenal and one that could potentially save you from significant campaign losses and blunders. Get this new Google app today and see if you don't think it's the greatest thing since sliced bread! Here's to your success!

 

Bing's New Normalization Update Is Coming - Are You Ready?

Posted on May 08, 2015 by Troy Lerner

On May 21, 2015, Bing will be updating the way it determines keyword matches based on its perceived user Bing New Normalization updateintent. This could affect your PPC campaigns in a number of ways. Therefore, if you want to avoid any adverse effects, you and your PPC agency will need to begin tweaking your campaigns now.

The New Bing Normalization Process

As part of their new normalization process, Bing will no longer remove stop words and special characters from a search query.

Stop words, such as: is, a, what, the, and, at, to, of, in, or, about, for, with, on, from, by, an or any form of 've, as in should've, will no longer be removed. And special characters, such as accent marks as in words like café will no longer be removed either.

EXAMPLE:

When a user types "love and peace" in the search bar, Bing currently removes the word "and." But as of May 21, 2015, Bing will not be removing the stop word "and."

How To Keep Bing's Normalization Update From Affecting Your Campaigns

After May 21, 2015, your ads may not show for any searches that have stop words or special characters, unless you bid on those exact words or words containing special characters specifically. This is similar to the way Google uses its broad match and phrase match keywords to include all close variants.

EXAMPLE:

If you want to show up in a search for the words love and peace, you will need to bid on those words as a whole, including the stop word.

How The Normalization Update Will Affect Negative Keywords

Another change will be in the way Bing deals with negative keywords. Currently, if you are showing a negative keyword, Bing will totally eliminate all incidences of that keyword regardless of its context. After the update, Bing will give precedence to your "bidded" keyword over the negative keyword whenever there is a conflict.

EXAMPLE:

Negative keyword: discount boots. "Discount" is considered a negative keyword and therefore the phrase match discount boots will never bring back results. However, going forward, Bing will show the phrase "discount boots" as a match, but only if you have bid on the specific keyword - discount boots.

You should take some time to go back through all your existing campaigns and make the changes necessary to avoid any potential problems once Bing proceeds with their update.

The Benefits Of Normalization

The benefits of normalization will be seen once this update has taken place, but only if you have adjusted your campaigns to reflect the necessary changes when it comes to stop words, special characters and negative keywords. If you take the time to correct your campaigns now, you should see a positive benefit from Bing's normalization efforts.

EXAMPLE:

You will receive more targeted traffic as the keywords the searcher types in the search box will result in him receiving the specific results for that keyword, which are the exact keywords you have bid on (hopefully). And you will no longer miss out on keywords that were once categorized as negative. This will be especially true when selling any type of discount product as you can now bid on any keyword with the word discount and receive traffic that prior to the update you would have never seen. As in the example given above for discount boots.

Conclusion

It looks like Bing has the right intention, but will come up short. It’s great that Bing is giving us control over extraneous/stop words. This is a necessary improvement that has been long awaited. The downside in our opinion is the huge overhead created because bidded keywords are now prioritized over negative keywords. This is a terrible thing! It means that every time you want to add a negative keyword, you’ll need to audit the *entire account* to make sure that no existing bidded phrases contain the proposed negative keyword. If you do in fact have a bidded keyword that matches the negative keyword, the bidded word will take priority, and the negative keyword will do nothing. You will think you’ve solved the problem, but in fact, you will have done nothing.

3 Key Factors for Launching Mobile PPC Presence

Posted on April 24, 2015 by Troy Lerner

launching mobile ppc presence

Mobile is becoming an essential part of a successful PPC campaign. Seventy-one percent of Americans use smart phones. And, Google recently announced that their upcoming algorithm will heavily favor mobile-friendly sites. Now is the time to claim your space in the mobile PPC landscape, by either increasing your mobile bids on existing ads or by creating mobile-specific PPC ads. Before jumping into pay-per-click management, consider these factors to maximize the effectiveness of your campaigns:

1. Know your mobile audience.

When you are crafting a message, audience is everything. It's important to know, for instance, if your mobile audience is more likely to be a local group looking for brick and mortar deals or a national one open to eCommerce options. Then, target your ads to fit this audience specifically. A pool service in Los Angeles doesn't need clicks from renters who live in San Francisco. By targeting well, you have a better chance of getting a good return on your mobile PPC investment.

2. Optimize your mobile campaign.

Modern consumers have a lot of demands on their attention. You need to make your point fast or lose their interest. A good rule of thumb is the 10 Second Rule: your prospect should be able to get the most important points of your offer in under 10 seconds. A PPC ad that points to a slow-loading site that is not optimized for mobile is useless. Make sure that you are pointing to dedicated, mobile-friendly pages. Have clear headlines, text that gets to the point and a clear and compelling call to action to pull it all together.

3. Set performance benchmarks.

Before you start a campaign, define what you want to achieve. Without this guidance, it can be easy to spend large chunks of money without getting results. Pay attention to your click-through rate, your conversions and your cost per click. Compare your spending in your mobile campaigns to what you have spent on desktop. Is your cost per action (CPA) higher or lower? Are you getting a satisfying return on your mobile advertising investment? It all comes down to testing and seeing what works best with your specific audience. Based on your results, you may learn that you need to adjust your budget, change your landing pages or ads or change the audience who you target.

Mobile PPC has great possibilities for your business. However, you need to ensure that you have all of your sites set up for this audience and that you are reaching out to them in the way that is most effective. By preparing well and examining often, you can excel in the mobile sphere.

Why Prioritizing PPC Goals Is Necessary To Your Paid Search Strategy

Posted on April 17, 2015 by Troy Lerner

Before committing to a campaign and investing in clicks, it's important to set and understand your goals. Knowing what you want, how much you are willing to spend, and predicting thereturn on your investment can help you keep to your pay per click budget while getting the results you desire. A few things to remember about PPC goal setting and your paid search strategy:

prioritize-PPC-goals

Not All Goals Are Created Equal

Keep in mind what sort of return onyour investment you can expect. Closing the deal on a one-month-free offer is likely worth more than getting someone to download a free eBook. A sign-up for a newsletter may not yield as qualified a lead as a request for a no-obligation demo.

Generally, the easier your desired action, the wider your net. You will get a lot of prospects who may not be well-qualified. A more narrow goal, however, may yield fewer prospects. But, they are more likely ones who are likely to convert to sales. Keep these goals in mind when setting budgets and deciding how much you want to expend.

Understanding Inverse Goal Relationships

Not all of your goals will play well with others. If you are on the hook to provide results in both revenue and ROI, your actions in one area may be working against your goals in another. If you are pursuing increased revenue, your return on investment will, for a period of time, probably drop. If your current campaign is focused on increasing your ROI, total revenue may take a hit as you eliminate campaigns that cost too much based on how much revenue they brought in. Over time, all goals simply need to be balanced so that you are achieving the results you need. Don't panic if one area suffers while you focus on another. So long as you are gradually on track in all areas, a period of adjustment is normal.

Consistency Counts

Think carefully before committing to any one specific plan. We're not saying you should never adjust, especially if new information presents itself. But, once you settle on a plan, try to stay with it. If you are changing your campaign goals on a weekly basis, this can be frustrating to your account manager. And, constant changes in goals can mean wasting time researching for plans that are never properly implemented.

PPC advertising can be a powerful tool for bringing qualified prospects to your site. By setting goals wisely and understanding how each of them interact with one another, you can eliminate some of the surprises and grow your business in a way that works.

AdWords GDN Household Income Targeting Is Real: Here’s How To Find It

Posted on April 10, 2015 by Troy Lerner

One of the best ways to increase your ROI and build your brand is to begin a paid advertising campaign through the use of Google AdWords. However, just like anything else, you must proceed with caution. 

adwords household income targeting

Feeding A Hungry Crowd

The first rule of marketing is to find a hungry crowd, then give them what they want. But exactly how do you go about finding that "hungry crowd?" Well, that's the beauty of a little known Google Adwords feature which allows you to pinpoint your target market by using demographic data coupled with internet search intent. More about this feature in a moment.

Demographics - The Holy Grail Of Internet Marketing

How would you like the ability to target an exact location and a specific average household income for that location? Of course you would, because the demographics will give you the ability to reach your specific audience and the search intent will make sure you are reaching that audience while they're hot and "hungry" for more information, or better yet - while they're ready to buy.

How Google AdWords Demographic Information Is Complied

Google gathers their demographic information based on data available through the IRS. This is public information pertaining to any given group of people based on their location and that location's approximate average household income. Unfortunately, this feature is only available to U.S locations at this time.

Where To Find The Elusive Adwords Income Targeting Option

You would think locating the income targeting option would be a simple, straight forward task. But nothing could be further from the truth. You can look under the Audiences tab, the Display Network tab, the Demographics tab or under the interests or remarketing, but you won't find the income targeting option there. Go figure!

Steps for finding the Adwords income targeting option:

  • Login to your AdWords account
  • Select the corresponding campaign
  • Click on the Settings tab
  • Go down to Locations
  • Click on Edit
  • Now click on Advanced Search
  • Once you are on the Advanced Search screen, you will then need to click on Location groups
  • Click on the dropdown box then click on Locations by demographics
  • Now look for another dropdown box where you can select a household income tier
  • Click Done

AdWords will now provide you with the target market information you selected.

The AdWords Income Targeting Option Equals Big Profits

Marketing is a vital part of doing business and there are numerous ways to attract new customers. Paid search, display media, paid social media and SEO, among others. But one thing is certain, if you don't attract new customers, you won't be in business for long.

Using AdWords income targeting is a great way to pinpoint your target market for the largest return on your investment possible. And unlike other marketing techniques, AdWords paid search advertising is the best way to increase your bottom line and reach your intended audience quickly.

 

Setting Your PPC Goals? How to Choose the Best For Your Business

Posted on April 01, 2015 by Troy Lerner

goal_settingWhen you begin to determine your PPC goals, lead generation should be at the forefront of your plan. These 4 main subsets of lead generation goals will shape your pay per click management. Find where your company fits within these four subsets and allow them to guide your marketing efforts for maximum success.

You want the most leads regardless incremental costs

You’ll typically find these campaigns in the B2B world. The sales cycles tend to be long with high cost items. There are few existing leads due to limited search volume. This creates demand that drives competitors into a fierce battle over them.

Usually, these campaigns are prevalent in high priced industries. They tend to be a flash fire type situation where a competitor is making an aggressive, strategic move to get a gain in the market and lock it up. It is not considered a long term option but more appropriate for a short term sprint to get ahead.

You want the most leads in under a specific CPA

The focus here is the average CPA (cost per acquisition) – that is what matters. There is some wiggle room for some leads to slip over the average and some to even drop below it. However, there needs to be a clearly defined target that the CPA should fall within.

This is a common practice in variable priced industries like ecommerce. The high value leads tend to be unpredictable and random, making it tough to pin down many of the particulars like ads or keyword value.

An ecommerce company with varying sales is a good example. They may have some sales at $500 and others at $100. There is no way to predict which keyword or ad will lead to the $500 sale; it is a toss of the dice – completely random. This is why maintaining an average CPA on each sale makes it easier to track.

You want the most leads but no leads should be over $XYZ

This type steers away from a blended average but instead works from a max CPA. It is common for those who do lead generation for companies then sell those leads. The goal is to set a fixed cost to pay for a lead so that you don’t lose money.

For example, you sell a lead that you’ve acquired to four other companies, charging them $25 each. This sets your breakeven CPA at $100. In order to maintain your set margins you keep your lead cost at a level that will garner you a profit.

You want a certain amount of leads a month at the Cheapest CPA

This is commonly found in small businesses. They usually have a small staff or just an owner operator so they can only follow up on a certain amount of leads each month. Because of this they often put a cap on the number of leads they want each month. Their goal tends to lean more on the side of quality rather than quantity – and at the lowest possible price.

For example, Company A might set a goal of 200 leads a month at the lowest possible CPA. They may also set a goal for an average CPA for those leads. This allows them to stay within budget and maintain campaign goals.

Where does your company fit in? How have you used these subsets to propel your PPC campaigns?

 

A Taste of SEM & SEO 2015 Predictions

Posted on January 26, 2015 by Troy Lerner

SEO & SEM 2015Did you meet your digital marketing goals in 2014? Are you planning to improve your SEM and SEO results over the course of 2015? SEO and paid search are still vital components to a digital marketing strategy, but you have to pay close attention to the trends or your campaign could be swept into obscurity.

To improve your digital marketing strategy, it’s critical to pause and reflect on the past year and analyze what happened.

Our partners at Volume Nine recently published a full recap of what happened in SEO in 2014, and look ahead with some SEO predictions for 2015. Enjoy a sample of their findings below.

2014 Review and Tips

  • In both SEM & SEO, Google rewards advertisers delivering high quality results for keyword searches.
  • The Pigeon update shook up local organic results, making geo-targeted paid search campaigns more important than ever.
  • Google updated the dreaded Penguin algorithm, making anything less than cutting-edge SEO a waste of time and money.

To ride these changes, use elements from any of your most successful landing page on your websites’ main page.

If you want to consistently stand out in search results, you need a great quality score to get better rankings. But the impacts to any algorithm updates are hard to predict, so how can you take what happened with these updates in 2014 and use it?

Moving into 2015

One way that our friends at Volume Nine predict these trends will carry into the New Year is through mobile devices. Here, high-quality content will still reign, but after Adwords’ recent announcement to remove campaigns targeted by device, SEO experts must look to more innovative way to reach mobile consumers. Smashing Magazine reports that mobile users spend less time per session — nearly 1:30 less — on mobile device than desktops, so 2015 will determine best practices to reach the ever-increasing number of mobile browsers.

Keep in mind, one of the best ways to stay ahead of trends, like mobile, is to understand how to read and interpret your data. If you haven't taken the time to get Google Analytics Certified, check out this great study guide designed to help you pass the test and become an expert in Google Analytics.

Remember, a healthy SEM campaign is your insurance policy against potentially losing your organic rankings due to algorithm updates. A smart digital marketing campaign includes both channels.

Check out the full breakdown from 2014 and SEO 2015 predictions from our partners at Volume Nine.

Booyah and Volume Nine Partner to Support Families in Need

Posted on June 24, 2014 by Troy Lerner

Leave it to Chuck Aikens to bring another wonderful experience to our lives. With our friends, and longtime business partners at Volume Nine we joined forces to send 50 volunteers for a day of service at the Brandon Center -- a Volunteers of America property in Denver.

The Brandon Center

#BrandonCenter2014

The Brandon Center is a refuge for homeless women and for women & children during difficult times of transition. The Center provides shelter and helps these families get back on their feet, with the ultimate goal of creating independence and self-reliance.

Our Day of Service - #BrandonCenter2014

We put our pencils down at work for a day and turned our full attention to the Brandon Center.

The reveille assembled the crowd at 8am on May 23, donning our uniforms (event t-shirts designed by V9).

We then got a

mped-up, enjoying coffee provided by Starbucks and looking at the mountain of supplies donated by Home Depot and Little Tikes.

Our leaders broke us up into smaller teams to work on projects such as repainting the sleeping areas, spreading 1500lbs of mulch in the garden, assembling toys for the children (so cute!) and redecorating the Community Room.

#BrandonCenter2014

Throughout the day, we were cheered on by Brandon Center residents and even got a hand from some of the children who couldn't believe we were going to be leaving all these new beautiful toys behind for their enjoyment! #BrandonCenter2014 All in all, it was a great day and we were thrilled to give back to the Brandon Center and to support some local Denver families!

Booyah's SEO Partnership

Posted on October 01, 2013 by Troy Lerner

Today, I’m thrilled to announce an evolution in our long-time partnership with Chuck Aikens. Chuck’s company, Volume 9, is now the exclusive provider of SEO, Content Marketing and all other forms of non-paid traffic generation for Booyah’s clients.

I met Chuck in 2006 when searching for an in-house SEO resource. Everyone I talked to kept pointing me to Chuck, and swore he was the best in the business. When I met him, I was blown away by his knowledge, his ability to communicate and his long list of successful projects. I knew then that this was our guy.

Trick was, we just couldn’t afford to bring him in house. SEO experts aren’t cheap! Luckily for Booyah, Chuck agreed to work as consultant. As our book of business grew, so too did Chuck’s input. Together, we tackled SEO projects for blue-chip brands such as Old Navy, Coke Zero, Volkswagen, Microsoft Zune, Vail, Dish Network, Domino’s, Little Tikes, Teleflora and literally hundreds of others.

Through the years, we’ve shared money, staff, equipment, office space, holiday parties and even a kickball roster.

By formalizing our relationship as exclusive partners, we hope to accomplish a few objectives:

1) Volume 9 can now invest more resources into their unique toolsets and expertise for generating organic traffic through SEO, Content Marketing, Social Media and Promotions and Contests. Their field is becoming more complex, more expensive and ultimately more important for online businesses.

2) Booyah can bring a proven partner to our clients as they look to diversify and support digital media campaigns. Our clients expect verifiable, affordable and significant results.

3) Our combined offering helps us to make full-funnel direct response marketing a reality.

It’s my pleasure to lock arms with Volume 9 and offer the best online advertising and marketing solution available in Colorado and a top choice nationwide.

Coach Troy Lerner was carted off to the hospital with a PCL tear. Chuck Aikens took over and won the championship! Coach Troy Lerner was carted off to the hospital with a PCL tear. Chuck Aikens took over and won the championship!

 

Omnicom Publicis Merger Reveals The Problem With Big Agency Trading Desks

Posted on August 05, 2013 by Booyah!

Here at Booyah, we took a keen interest in the Omnicom/Publicis merger announcement. The merger raises questions about the fate of Omnicom/Publicis’ respective Trading Desks, Accuen and Vivaki AOD. What will come of these two behemoth programmatic buying units? Will they fold into one? Will one be shuttered, or spun off to investors? And how will this impact clients and advertisers?

We believe that the major holding company Trading Desks are not structured to deliver the full value that clients deserve. They serve as programmatic hubs which are isolated from the agency media strategy and creative teams. Joanna O’Connell, Senior Analyst at Forrester said it well:

"I've said before, trading desks will fade away as distinct entities and become a more permanent, integral part of the agency business as a whole. The trading-desk service has been too far away from the agency team and the client. It's more likely than ever that we're going to see that situation change quickly."

We share Joanna’s vision, and late in 2012, we built the Booyah Trading Desk into the fabric of our agency structure. Troy Lerner, President at Booyah said, “Scale can be the enemy of innovation. We didn’t build the desk to capture margin from the media dollars. We built the desk to give our planners and buyers access to the most advanced programmatic buying tools available. For us, it’s about pinpointing audiences in real time at key stages in the purchasing journey.”

The trend of data-driven, programmatic media buying looks set to gain momentum. Interpublic Group (IPG) announced they plan to automate 50% of their media buying within 3 years (see post http://www.mediapost.com/publications/article/205836/ipg-to-automate-50-of-media-buying-expand-progra.html)