Google’s PPC Shift: How Ads for “Highly Commercial Queries” Impact Organic Results

Digital Marketing is never boring. And we can be one dramatic bunch when Google makes a big algorithm or layout change. From Penguin & Panda to Mobilegeddon & RankBrain, we have been convinced that the end of SEO is near for years.

Let’s re-wind to earlier this year:

In February 2016, Google announced that they would cease to display ads on the right hand side of the SERPs to make room for Product Listing Ads and ads in the Knowledge Panel. And in lieu of the right handed ads, we now have ads at both the top and the bottom of the SERPs. This creates a similar vertical experience found on mobile devices and is a trend that most likely will continue as Google pushes for a more consistent experience across all devices.

This image illustrates the changes we are describing:

Sydney local-ad-results-ppc

While on the surface, this isn’t very worrisome, we SEO’s focus on delivering organic traffic for our clients and need to be attuned to any potential consequences. Now that the update happened a few months ago, we can assess the full impact.

# of Ads in Your Results Queries

Interestingly, our time wading through the SERPs have, indeed, yielded some insights on the situation. Google itself has mentioned that Highly Commercial Queries will have more ads at the top and they reflect an intent to purchase on the part of the user.

But what does that mean as online marketers? Is there a rule of thumb as to how Google will categorise the keywords that you have targeted or may choose to target in the near-future?

Lucky for you, we have a little exercise we’ve conducted to find a correlation between # of Ads appearing at the top of our SERP and data that Google provides in their Free Keyword Planner.

We had an inkling that Highly Commercial Queries would be have common elements such as: Higher Suggested CPC Bid Price, a Higher Competitiveness Score or Average Monthly Search Volume. We counted the number of ads appearing at the top of the page and found a relationship between the number of ads displayed on the SERP layout and the Competitiveness of the Keyword in Google Keyword Planner.

Before we began, we found this article which mentioned “buzz” words may indicate that a searcher’s intent is purchase-focused. These “buzz” words are: free, download, buy, coupon, discount, deal, shipping, review, best, cheap, affordable or the mention of a specific brand. Armed with a new set of purchasing “buzz” words, we waded into the Keyword Planner and the SERPs.

Results

Competitiveness ads Sydney ppc.

 

There was no significant relationship between Monthly Search Volume and Competitiveness. Which tells us, regardless of the number of searches a keyword may have, it will not automatically drive up the competitiveness of the keyword.

We found a slight relationship between the Suggested Bid Price in Google Keyword Planner and the Competitiveness of the Keyword. This makes sense, because there is more demand for a Highly Competitive Keyword and it drives the price of the bid up.
Remember those “buzz” words that indicated to Google that our searcher was intent on purchasing? Those keywords which contained words like buy, coupon and shipping were found to increase the competitiveness 50%.

top-keywords-sydney-ppc

On the matter of “buzz” keywords, our search terms with “buzz” keywords contained Product Listing ads in addition to Paid Advertising Results 39% of the time, versus only 15% of the time for our general search terms. Essentially these “buzz” words created a SERP layout result that had a higher number of ads, as well as generating a Product Ad Listing more than twice as often.
Another fascinating find, was that any mention of a Major Metropolitan City in the keyword would create a local pack, which is great for local businesses. But it would frequently produce 4 Paid Ads, despite having lower competition values. This created a confounding effect on the number of ads versus the competition values, and were omitted for the sake of this study. Again, this is sensible, given that there will be more Paid Marketers bidding on those keywords, without the whole internet driving the Competitiveness up.

Take Away:

There are many implications to this data, whether you are a small business owner or an Organic Search Specialist. Yes, it appears that Google is giving PPC more precedence but when the rules change, smart marketers can adapt.

Organic:

“Buzz” words such as: Buy, Free, Discount, Download and Review increase the competition score by 50%. This stark revelation is bound to have an impact on keyword research because we do not want to be buried under paid advertisers and Product Listing Ads. If you’d like to target those terms, be aware that you will be competing with many Paid Ads at the top of the page.
Keywords with mentions of Metropolitan areas, produce a higher number of paid ads. If you are prepared to use Metropolitan Descriptors, be aware that there will be more ads, face a higher bidding price and your Organic results will be further down the page.
So, on average, the more Competitive your keyword is, the more likely it is that a higher number Paid Advertisers will be above your Organic Results. Using the Keyword Planner tool can provide quick at-a-glance insight to the terms you are targeting. We’d also recommend checking out Moz’s new Keyword Explorer, there’s some great take-aways from there SERP analysis.
A great way to the top of the page for brick and mortar businesses is the Local Pack. If you have your local citations created and have been working diligently to get links from related businesses in your immediate area, the local pack is a huge benefit in your Organic SERPs position.
Similarly, to the Local Pack, Knowledge Boxes are just below the Paid Ads. So if you can provide an answer to questions that searchers are posing to the engine- do it and show the community just how bright you are!

AdWords:

If you haven’t gotten into PPC, now is the time. This shift in focus places a higher precedence on Paid Ads and now there is more real estate to advertise on the first page.

We love it when the data speaks to us like this and, well, it’s because it’s what we do. If you have questions on this study, getting included in Knowledge Boxes, Local Packs or want to take a dive into Organic Search with us, please contact us today.

The post Google’s PPC Shift: How Ads for “Highly Commercial Queries” Impact Organic Results appeared first on daWorks.

2-Hour PPC Campaign – How to Start a Local AdWords Campaign Fast and Flying Solo

This article assumes an AdWords account has already been set-up for the user.

Google AdWords can be a powerful tool for growing your company and acquiring customers. That said, prior to beginning such a marketing campaign, you should understand how to use AdWords properly. Doing so will help optimize a strong ROI from an advertising budget and bypass making any errors in the process.

This article will go over how you can develop a Google AdWords campaign aimed at a Sydney-based target market.
For the sake of this article, let’s suppose you are working with a store owner who is selling restaurant furniture, with a specific locale in Sydney. The goal for the owner is to promote his goods online.

Establish Keywords

The most important factor in a successful local AdWords campaign is to have the right keywords selected and to optimise your campaign for those keywords. Although Google provides assistance with its handy Keyword Planner tool, it is worthwhile to do some manual keyword research as well.
When trying out PPC advertising for the first time, some approaches are too broad and unfiltered. For instance, using the example referenced earlier, the restaurant furniture store features bar furniture, cafe furniture, office furniture and club furniture. The last thing you should do is group all of these categories together. Instead, isolate an element of the company — in this case, restaurant furniture — and attempt to allure new leads using relevant keywords.

You can narrow down their focus by asking these questions:

  • At the present time, which products or services are most popular with the customers in the business’ vicinity? Does the demand for those products/services change seasonally?
  • What part of the business’ inventory/services bring in the most revenue?
  • Is there a particular part of the company that should be expanding and growing?

Additionally, after keywords have been chosen, negative keywords should be selected. This step is something most fail to do. Negative keywords might be just as important as positive ones because they can stop a business from ranking for keywords or phrases that don’t produce leads. Google has created a resource for advertisers who want to add negative keywords to their campaigns, which can be seen here.

Develop a Campaign

The initial step is to establish an all-new campaign within an existing account. The restaurant furniture store only wants to seek out potential customers looking for table and chair suppliers on Google, and will designate this campaign as “search network only”.

adwords campaign management

Target by Area

The next step involves selecting the terrestrial area he intends to target. Since the store services the Sydney NSW area exclusively, pick the “let me choose” option, which allows, among other things to:

  • Establish a precise radius.
  • Establish a precise zip-code.
  • Target precise regions applicable to his business. It might involve amusement parks, airports, schools, etc.

If you weren’t sure which areas to target, consider isolating a smaller vicinity first, so that you can remain within the advertising budget.

adwords services Sydney NSW

Bid

It’s vital to manually place bids. Failure to do so will result in Google having complete control over how much a user pays per click. To prevent this, simply select “manual bidding”, rather than “automatic bidding“.

The costs of any PPC campaign should be thoroughly researched. Once spending limits are established, it is easy to determine how much to bid.

Figure out which ad placements and keywords will be best for the company by identifying overlap between target customer profiles and keywords or placement opportunities (you’ll need to use a combination of common sense and research into your customer base and your industry). Those keywords are the ones to bid on.

adwords keywords to bid on

 

Ad Extensions

Make use of all ad extensions offered, including Call Extensions, Sitelinks Extensions, Review Extensions, and Location Extensions. Each of them allows a user to optimize an ad, use up more SERP space, and develop supplemental keywords and phrases for people to search for.

Ad extensions are free and are usually simple to integrate with a PPC campaign

Ad extensions for PPC campaign

Content

With the recent launch of expanded text ads, there are new specific character lengths PPC ads must adhere to:

  • 30 characters for the first two headlines.
  • 80 characters for the description field.
  • A display URL that uses the domain of the final landing page.
  • Up to two optional 15 character “path” fields for the display URL that appears after the domain.

Google doesn’t provide a lot of customization flexibility for PPC ads, so ensure the characters used are chosen wisely. An eye-catching, descriptive headline that grabs a user’s attention should be chosen, one that encourages them to read the rest of the ad. Additionally, include between two-to-four keywords, one of which should be relevant to the business’ geographical target market. The ad should be concluded with a cleverly-phrased call-to-action that gets people to click the ad.

Connect “Google My Business” and AdWords Accounts

Contact Google Support if more information on updating location extensions is required.
The initial step in establishing location extensions is to connect a user’s Google My Business account to their AdWords account.

Once that has been done, click on the “Ad Extensions” tab. From there, use the drop-down menu to click “View: Location Extensions”, then click “+ Extension”.
This will prompt the user to connect their Google My Business account to their AdWords account.

Ensure that the locations for Google My Business are synced. Once they are, the user’s ads will display their location, which will increase offline conversions to their place of business.
The amount of locations synced can be seen in the “Account Extensions” section. If the account isn’t present, click “+ Extension” to connect the Google My Business account.

Adwords Account Extensions

This should get you well on your way to a great foundational AdWords campaign to support your business, but ongoing maintenance and improvements can be challenging – contact us if you have further inquiries about managing, setting-up or optimizing your AdWords campaigns.

The post 2-Hour PPC Campaign – How to Start a Local AdWords Campaign Fast and Flying Solo appeared first on daWorks.

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PPC Agency Sydney

digitaladvertisingWorks are a small, committed team of Google AdWords specialists in Sydney. We’ve got the abilities, dedication and expertise to improve your on-line search engine marketing efforts and radically improve your sales.

digitaladvertisingWorks is a PPC Agency in Sydney. We supply an extensive selection of Pay Per Click advertising and display options. Located right in the heart of Sydney we’re always available for meetings or just a phone call to make sure things are going OK for you.

When you choose digitaladvertisingWorks as your AdWords’ Management and PPC experts, you are getting more than a couple services. You are getting access to your dedicated Australian Team committed to your brand’s success and growth.

Our building is opposite Macquarie Place Park . The Sydney explorer bus stops just meters from our office that can also take you to attractions such as Sydney Opera House, The Rocks and State Library of NSW on Macquarie Street.

Sydney’s transport options, including ferry, bus and Circular Quay Station within close proximity of the Macquarie Place (also known as Gateway Plaza)

Unlike a lot of other AdWords specialists, digitaladvertisingWorks  will provide your business and internet advertising works and the time plus focus they should be successful in today’s competitive online environment. We’re totally clear with all of the work we do and all the efforts we assemble for you stay in your possession even when you choose to take over the direction and running of the account later on.

Now no matter who you’re or where you’re we all Google.

Here at digitaladvertisingWorks  , we make this easy by using the most sophisticated system.

digitaladvertisingWorks
36/1 Macquarie Place
Sydney NSW 2000
Australia
Phone:(02) 8011 4255
Latitude:-33.86261
Longitude: 151.20986
www.digitaladvertisingworks.com

http://www.digitaladvertisingworks.com/locations.kml