Tag Archive for: Google Ads

Optimizing Responsive Search Ads in 2024

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Responsive Search Ads (RSAs) are nothing new to the digital marketing landscape. Still, recent AI adaptations and updates now provide additional capabilities for RSA assets, such as the option to serve a single headline.

Responsive Search Ads (RSAs), Google’s dynamic ad format, have evolved as a cornerstone of digital marketing over the past few years. And in 2024, RSAs are not just an option; they are the default text ad format. 

Google just launched substantial updates to asset management and creation for Responsive Search Ads (RSAs), including:

  • The ability to display a single headline.
  • Associate up to three headlines and two descriptions at campaign level.
  • Implement account-level automated assets.

Google utilizes AI technology to predict which of the above capabilities could enhance your campaign performance, determining the most suitable approach for your ad. Before we head more into the recent AI updates, here are our top three actionable strategies to optimize your RSAs and boost campaign effectiveness in 2024.

1. Harness the Power of Asset Label Analysis

Venturing deeper into the optimization of Responsive Search Ads (RSAs), we strongly advocate for a meticulous examination of Google Ads‘ asset labels. These labels, meticulously assigned by Google, serve as invaluable indicators, offering a comprehensive breakdown of the performance of individual headlines and descriptions within your RSAs. Through a methodical two-week monitoring period, you gain a profound understanding of which assets excel and which may fall short, ensuring that decisions are rooted in robust insights rather than momentary fluctuations.

Following this observation period, we recommend a proactive approach to replace underperforming assets. This strategic move aims to maintain the highest level of relevance and engagement in your RSAs, optimizing them for peak performance. By continuously refining ad components based on granular analysis, marketers not only enhance overall campaign quality but also help ensure that advertising budgets are directed towards elements proven to drive results. This meticulous examination of asset labels provides a transparent window into campaign intricacies, empowering marketers to make informed decisions for continuous improvement and efficient resource allocation in the dynamic landscape of digital marketing.

2. Diversify Your Headlines for Maximum Impact

Broaden your ad’s reach by incorporating various headlines in your RSAs. The more headlines, the better, as this strategy allows you to target a wider range of keywords, thereby reaching more potential customers. While increased Click-Through Rates (CTR) may occur, it’s crucial to note that this doesn’t automatically translate to a boosted conversion rate. On the upside, more headlines lead to increased total impressions, offering Google the flexibility to craft the ideal ad for diverse situations.

3. Embrace Smart Bidding Automation for Targeted Results

Optimize your RSAs by embracing smart bidding automation, a powerful tool for preventing ads from reaching irrelevant audiences. If manual bidding exposes your RSAs to less likely converting audiences, it can adversely impact your Search Engine Advertising (SEA) budget. Smart bidding, coupled with Google’s automatic ad delivery, helps ensure your ads reach the right audience efficiently. Leveraging machine learning systems, we suggest that future-proofing your search ads involves making the most of Google’s automation capabilities, leading to approximately 20% more conversions at a similar cost per conversion, according to Google’s search data.

2024 Updates to Utilize

Utilizing Google’s AI for campaign strategy prediction can amplify engagement and performance, though it entails ceding more control to Google. It’s crucial to acknowledge that while AI is potent, it isn’t infallible, leaving room for potential inaccuracies in performance forecasts.

  • Headline Enhancement: Responsive search ads now offer the option to display a single headline for optimized performance, with the potential for headlines to appear at the start of description lines. This feature was implemented following observed testing by advertisers last year. Assets assigned to specific positions will maintain their placement. To evaluate headline frequency or positioning, consult the combinations report.
  • Campaign-Level Updates: Advertisers can now associate up to three headlines and two descriptions at the campaign level, with the ability to fix them to designated positions. For time-sensitive promotions, such as sales, advertisers can schedule start and end dates for these assets. Once added, headlines and descriptions become eligible for display in all responsive search ads within the campaign.
  • Account-Level Automated Assets: Opting into account-level automated assets allows leveraging Google AI to generate assets such as dynamic images, sitelinks, callouts, and structured snippets. AI-generated assets will replace manually created ones of the same type when predicted to enhance performance. This marks a departure from the previous precedence of manually created assets.
  • Google’s Statement: A Google spokesperson emphasized that these updates aim to enhance the effectiveness of RSAs, aligning with the goal of delivering the most relevant ad to the right audience at the right time. Changes will be reflected in advertisers’ combinations reports, and the pinning mechanism will remain available.

Final Thoughts

In the dynamic landscape of digital marketing, staying ahead of the AI curve requires not only adapting to current trends but also foreseeing future changes. Trust Onimod Global to guide you through the evolving world of digital marketing and help you achieve your goals.

Beyond RSAs, Onimod Global is dedicated to sharing insights on general Search Engine Advertising (SEA) and other digital marketing strategies. With extensive knowledge in SEO, social media advertising, and digital marketing, Onimod Global is your partner for online brand success. Have questions or want to learn more about RSA optimization? Contact us today.

3 Essential Strategies to Elevate Your Google Maps Ranking

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A prominent Google Maps ranking is crucial for a local business, especially SMBs. Missing out on ranking in these searches means losing significant opportunities to boost lead generation, drive in-store traffic, and, ultimately, enhance conversions and revenue.

Are you aware that an incredible 80% of local searches result in conversions? Utilizing Google Maps for marketing can significantly enhance the impact of your local search. Continue reading to discover our recommended digital marketing strategies and learn how to improve your Google Maps ranking to boost lead generation and increase revenue.

Maximizing Local Search Through Google Maps Marketing

Google Maps reigns as the most preferred map application in the U.S., boasting over 150 million active users. With countless daily searches for services and businesses, a high ranking on Google Maps can significantly enhance your local market presence. Here’s how:

  • Enhanced Engagement Opportunities: A top Google Maps listing offers numerous ways for customers to interact with your brand. It allows potential customers to easily find your location, view photos of your business, and read about your offerings before they even set foot in your store. Moreover, a prominent listing facilitates quicker decision-making for consumers by providing essential information like operating hours, contact details, and direct links to your website. 
  • Local Visibility with High Ratings: Being visible in local searches with good ratings is vital. High ratings not only attract more customers but also build credibility and trust in your brand. They act as social proof, influencing potential customers’ decisions and enhancing your online reputation. Moreover, consistently high ratings can significantly improve your search rankings, making your business more visible to those searching for your services or products.
  • Boosted Business Visibility: Higher rankings directly translate to increased business visibility. This elevated visibility is not just a number game; it’s about being the first choice when potential customers are searching for your services or products. A prominent position on Google Maps means more eyes on your brand, leading to a wider audience reach and potentially a broader customer base.

Strategies for Achieving a Top Ranking on Google Maps

Optimizing your Google Business Profile is a critical step in enhancing your online visibility. The key to this process is ensuring the accuracy and consistency of your business information across various platforms. By maintaining uniformity in your business name, contact details, and operating hours across your Google Maps listing, website, and social media platforms, you significantly improve your visibility in search results. This not only makes it easier for potential customers to find and trust your business but also adds credibility to your brand. Customers often rely on these listings for accurate information, so a well-optimized profile is indispensable in boosting your digital presence.

Transitioning to the recent updates from Google, businesses now have an excellent opportunity to further enhance their listings. The ability to showcase products at the top of their Google Maps listing is a game-changer. This strategic placement significantly increases visibility to potential customers, capturing the attention of those actively searching for your products or services. By effectively utilizing this product placement feature, you create a direct link between what you offer and the needs of your audience. This not only drives traffic to your business but also leads to increased engagement, higher click-through rates, and ultimately, more conversions.

Lastly, the importance of customer reviews in shaping your digital reputation cannot be overstated. Actively managing and responding to both positive and negative reviews is crucial in public perception of your brand. Demonstrating that your business values customer feedback and is committed to quality service builds trust and transparency. Encouraging satisfied customers to leave positive reviews, and thoughtfully addressing any negative feedback, enhances your business’s reputation. This approach not only contributes to higher rankings but also fosters a loyal customer base, making it a vital component of your overall digital marketing strategy.

Final Insights from Onimod Global

As a certified Google partner and 15 years of knowledge and experience in Google’s evolving landscape, Onimod Global offers comprehensive digital marketing solutions, including optimizing your Google Business Profile and enhancing your overall digital presence.

Our partnership with Google provides us with unique insights and advanced tools, allowing us to tailor our strategies effectively. Our digital marketing knowledge spans from SEO, social media marketing, to paid media strategies, all meticulously crafted to propel your business to new heights. This collaboration helps ensure that we are always at the forefront of digital trends, providing you with cutting-edge solutions that are both innovative and effective.

If you’re looking to enhance your digital presence, contact us today.

Mastering the Digital Marketing Landscape

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Digital marketing has become an essential ingredient in modern business strategies. With the continually evolving digital space, understanding the different forms of digital marketing has become paramount. 

This blog will explore digital marketing types in-depth and guide you on when to implement each strategy. Let’s get started by unraveling the many facets of digital marketing.

SEO: The Backbone of Online Visibility

Search Engine Optimization (SEO) is the science of fine-tuning your website to appear on the first page of search engine results. It primarily focuses on improving your site’s ranking on search engines like Google. SEO includes keyword research, link building, content optimization, and technical SEO. 

This strategy is a must-have for long-term online visibility and credibility. It’s the backbone of organic web traffic and essential for brands looking to establish a solid online presence. At Onimod Global, we recognize the uniqueness of your business and the individuality of your SEO strategy. 

Pay-Per-Click Advertising: Immediate Results and Granular Control

If you seek immediate online visibility and granular control over your advertising budget, Pay-Per-Click (PPC) advertising might be your best bet. Platforms like Google AdWords allow you to bid on keywords, displaying your ads to users searching for these terms. 

PPC can offer an impressive ROI as you pay only when someone clicks on your ad. Onimod Global can help you optimize your PPC advertising experience and generate the leads you have been waiting for.

Social Media Marketing: Amplifying Engagement and Brand Awareness

Social media has emerged as a powerful platform for both organic and paid promotions. Platforms like Facebook, Instagram, LinkedIn, and Twitter provide a broad audience base for businesses to engage with. Social media marketing is ideal for brand awareness, customer engagement, lead generation, and conversions. It’s particularly effective for businesses seeking to establish a close relationship with their customers.

Working with an experienced social media marketing agency can be an invaluable investment if you’re having difficulty connecting with your audience on social media. Our agency works to provide various digital marketing solutions for every type of business and industry. 

Content Marketing: Nurturing Leads and Establishing Authority

Content marketing involves creating and sharing valuable content to attract and engage a defined audience, with the ultimate aim of driving profitable customer action. This can include blog posts, ebooks, infographics, webinars, podcasts, and videos. Content marketing is a long-term strategy that helps nurture leads, establish your business as an industry authority, and improve SEO efforts.

Email Marketing: Personalization and Direct Communication

Email marketing is a classic but highly effective digital marketing strategy that offers high levels of personalization. By creating targeted email campaigns, businesses can directly communicate with their customers, offering tailored content based on their preferences and behavior. It’s an excellent tool for customer retention and nurturing leads to conversions. Onimod Global understands the power of email marketing and is committed to helping our clients succeed.

Mobile Marketing: Engaging Mobile-First Consumers

With the rise of smartphone usage, mobile marketing has become a critical digital marketing strategy. Mobile marketing includes strategies like SMS marketing, app-based marketing, and responsive web design. It aims to provide personalized, timely, and location-based information to users on the go.

To Sum Up

There’s no one-size-fits-all approach to digital marketing. Different strategies serve different purposes, and the best marketing approach for your business will depend on your specific goals, audience, and industry. 

At Onimod Global, we specialize in devising tailored digital marketing strategies to help businesses thrive online. We dedicate our time to truly understand you and your objectives before we start working on your campaign. We value the significance of collaborating with companies that possess a clear vision of their desired outcomes from digital marketing endeavors. Contact us today to get started on your digital journey.

How to Optimize Your Website for SEO

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With millions of websites vying for users’ attention, standing out can be tricky. Yet, there is a solution: SEO.

By optimizing your website for SEO, you can improve your website’s ranking in SERPs and attract more traffic. So, buckle up and get ready to learn how to make your website an SEO powerhouse! This blog will explore the steps you can take to optimize your website for SEO and achieve online success. Here’s what you need to know.

Understanding SEO

SEO, or search engine optimization, improves your website’s ranking in search engine results pages (SERPs) by optimizing its content, structure, and performance. SEO aims to make your website more visible to users searching for keywords related to your business or industry. But how do search engines determine which websites to display on their results pages?

Understanding SEO is crucial for optimizing your website and attracting more traffic. Search engines use complex algorithms that analyze various factors, such as the relevance and quality of a website’s content, its structure and organization, and its performance and user experience. The higher your website ranks in SERPs, the more likely users are to visit your site. Let’s look at some ways you can optimize your website for SEO.

Conducting Keyword Research

Keywords are the cornerstone of SEO and pay-per-click (PPC) marketing campaigns. To improve your website’s SEO, ranking at the top of Google’s search results should be your top priority. By identifying your website’s most relevant and high-traffic keywords, you can attract quality website traffic that may turn into leads and new clients.

Fortunately, various tools are available to conduct keyword research, such as Google Keyword Planner. If your marketing budget allows, you can also invest in pay-per-click ads to get organic results for your website. With Google Ads, advertisers bid to appear at the top of search results for specific keywords. Choosing keywords that indicate a user is ready to buy can be a smart strategy for a paid search campaign. You can improve your website’s ranking and attract traffic by targeting the right keywords.

Optimizing Your Website’s Content

Optimizing your website’s content is crucial to attract more traffic and improve your website’s search engine optimization (SEO). Creating high-quality, original content relevant to your target audience is essential. Using relevant keywords throughout your content can help, but be careful not to overuse them, as keyword stuffing can result in penalties from search engines.

Another effective strategy is to use internal links to help search engines understand the structure of your website and the relationships between pages. Internal links can improve the user experience and encourage visitors to explore your site further. Additionally, external links to reputable sources can enhance your website’s credibility and authority in the eyes of search engines.

Headlines are also an essential aspect of optimizing your website’s content. Using H1 and H2 tags for your headlines and including your target keywords can improve your website’s ranking in SERPs. Remember that the quality and relevance of your content are essential factors in SEO. Therefore, focus on creating informative, engaging, and helpful content for your target audience.

Remember that SEO is an ongoing process, and it may take some time to see results. Stay committed to creating high-quality content that provides value to your audience, and you will see the benefits over time.

Optimizing Your Website’s Structure

Your website’s structure is another paramount factor in SEO. A well-structured website makes it easier for search engines to crawl and index your pages. Here are some tips for optimizing your website’s structure:

  • Use a Simple URL Structure: Your website’s URLs should be readable. Avoid using long, complex URLs that include unnecessary characters.
  • Use a Mobile-Friendly Design: More users are accessing websites from their mobile devices. Websites should have a responsive design that looks great on desktop and mobile devices.
  • Use Schema Markup: Schema markup is a code that helps search engines understand your website’s content. Using schema markup, you can improve your website’s visibility in search engine results pages.

Regularly reviewing your website’s analytics and search engine rankings can help you identify areas for improvement and adjust your SEO strategy accordingly. 

Continually Improving Your SEO

SEO isn’t a one-time fix. It is an ongoing process that requires regular monitoring and improving your website’s SEO. Here are some tips for monitoring and improving your SEO:

  • Use Google Analytics: Google Analytics provides valuable insights into your website’s traffic and performance. Use it to track your website’s traffic and identify areas for improvement.
  • Regularly Update Your Content: Updating your website’s content can improve your SEO and attract more traffic. Aim to update your content at least once a week.
  • Monitor Your Website’s Backlinks: Backlinks from reputable sources can improve your website’s credibility and ranking. Use tools like Ahrefs to monitor your website’s backlinks and identify areas for improvement.

Additionally, regularly updating your website’s content with new and relevant information can help improve its visibility in search engine results pages (SERPs). By consistently monitoring and improving your website’s SEO, you can attract more traffic and achieve online success over the long term.

Final Thoughts

Optimizing your website for SEO is crucial to attract more traffic and improving your website’s ranking in search engine results pages. Following the tips outlined in this article, you can create a website optimized for SEO and achieve online success.

At Onimod Global, we are your in-house marketing team based in Chicago, specializing in specific marketing verticals or a well-balanced approach. Our services range from social media to SEO and paid search, and we offer the tools you need to ensure your business succeeds online. We are committed to providing exceptional customer service and teaching you the most relevant and up-to-date digital marketing skills.

Contact us today if you have any questions about creating your online presence and need help strategizing. We are here to help you achieve your goals and take your business to the next level.

Google Ad Tips For Beginners

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Online advertising is a great way of getting your brand in front of potential customers. But as a small-business owner, it can be tricky knowing where to start. 

If you want to engage customers effectively and get them thinking about your brand, then paid campaigns are the perfect solution. According to WordLead, paid campaigns drive 65% of clicks received by Google Ads, so with the right approach, you can accelerate the growth of your business through this most popular of platforms.

If you are new to the world of Google Ads, here are some tips on how you can take advantage of Google Ads and get it working in your favor.

What is Google Ads?

Google Ads is one of the most powerful marketing tools you can use to increase your visibility on the web. It’s a paid online advertising platform that allows you to set up a dynamic mix of online advertisements aimed at specific segments of your target audience.

You can bid for relevant keywords or terms to increase your chances of serving your ads to the right customers at the times when they’re most likely to engage with your brand. You can manage your campaigns and create your ad content from one place while keeping track of your performance through the platform’s in-built analytics tools.

If you’re looking to boost your brand awareness and drive engagement to earn more sales, then Google Ads is right tool for you.

Google Ads Capabilities

Google Ads caters to your business size by having different budgets, advertising goals and target audiences. Here are just some of the many benefits:

  • Outreach – Your business can offer valuable solutions when you advertise on Google Ads. It makes it easier for searchers to find you, click on your ads, and have those clicks turn into leads.
  • Seamless Interface – Google Ads is perhaps one of the most straightforward and easy tools on the market, which makes it easy for anyone to learn.
  • Build Brand Awareness – Google Ads makes you highly visible to consumers.
  • Budget Friendly – If you’re looking for an outreach solution and don’t have a big budget, Google Ads makes it easy for you to not spend as much. You have the option to choose how much you want to spend when someone interacts with your ad.

How To Advertise on Google Ads

The first step in beginning your advertising journey with Google Ads is by creating a gmail account and creating a manager account with Google Ads. Once your account is up and running you can begin finding keywords to target. With the platform’s Keyword Planner Tool, you can:

  • Gather search volume data on specific keyword and phrases
  • Understand how much it will cost per click to bid on specific searches for your Google Ads
  • Discover new keywords that could perform better in your ad campaigns

From there, you can start choosing what types of ads you want to run based on your marketing goals. We have put together a list of items that can help guide you through choosing your ads.

  • Search: Text ads on search results page
  • Video: Video-based ads on YouTube and Google search result pages
  • Shopping: Product listings, typically displayed in a carousel format at the top of a Google search results page
  • Display: Image-based ads or ad-based content displayed on websites, apps, and platforms across Google’s Display Network
  • Discovery: Highly visual ads displayed on user feeds across the Google Display Network
  • Local: Google ad content that is served to highly-targeted regional audiences

Strategize and Build Your Ads

One of the best perks of utilizing Google Ads is that you can place your bids automatically or manually. If you have a limited budget, using the manual bidding process will help you place caps on your CPC’s. However, if you’re looking to save time and if you have a flexible budget, you can optimize your ads across multiple campaigns.

When it comes to creating a proper ad, the content must stand out in order to grab your consumers attention. By doing the following, it will allow you to stand out:

  • Writing effective headlines
  • Using body copy that is conversational and uses your brand voice
  • Using high quality visuals such as graphics or video content

Testing and Optimizing Your Ads

Testing is a great way to learn what works and what doesn’t. We all want to be able to optimize our efforts for maximum results, and that means testing the things we do.

A/B testing is one of the most effective ways of finding out which variations of your ads drive the best results. It’s a process where you test two versions of the same ad content, with slightly differing elements (copy, images, design, color schemes, call-to-action buttons). You can then see which elements perform better and optimize your ad accordingly.

Using a Pro

Creating an online marketing campaign requires serious strategy. You want to attract your target customers to grow your business. However, you may not be equipped with the latest information to adequately create a winning campaign.

Google AdWords is a fairly expensive instrument of marketing, as such, the marketers at Onimod Global always want to maximize your returns while minimizing the investments. Since our AdWords agency works across various sectors in similar niches, your investment will be multiplied in the form of sales.

Our industry experience, along with access to historical data help in crafting better campaigns for your business. You also capitalize on the power of hardcore industry research and keywords research. Furthermore, we also guide you with the locations you must target and personalize campaigns based on your location(s).

Final Thoughts

Go ahead and give yourself a pat on the back, because if you’ve made it this far, you know how to create and run a Google Ad! We hope our guide gives you a head start against the competition.

At Onimod Global, we specialize in all things Google and all our Digital Marketers are Google Ads Certified. As an agency, we are also trusted Google Partners. Being a Google Partner completely revolves around being an expert when it comes to managing Google Pay Per Click Campaigns. Google Partners like Onimod Global also have a direct point of contact that is available to us at any time to help make sure your campaigns that are running are performing. Our contact is available via phone, chat, or email support. This can be a huge time saver. It also helps to get another perspective when building out and optimizing campaigns.

Got questions about Google Ads or want to learn more about us and our Digital Marketing services? Contact us here today.

Long-Tail Keywords: What are they?

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Are you tired of trying to rank for the two or three-tail high-competition keywords as your competitors? Long-tail keywords could be the answer. What are long-tail keywords and how do they work in search marketing? Let’s find out!

Targeted keywords filled with intent can help you reach your target audience. If they’re clicking to your site from the search engines, chances are they’re finding you through longtail keywords. Let us break down how to use long-tail keywords for your business’ benefit.

What are Long-Tail Keywords?

Long-tail keywords are specific search queries that tend to have relatively low search volumes. They make up a large percentage of overall searches when added together. The term long-tail was coined to describe the phenomenon of niche products becoming a top seller.

The term “long tail” refers to the tail at the end of a curve when looking at keyword searches on Google. Long-tail keywords are specific but least-searched. A head keyword is typically a broad term when it comes to searching for a product/brand.

Here are a few examples of long-tail keywords vs. head keywords:

Head Keyword:

Nike

Long Tail Keywords:

Nike Air Max Ones

Nike sustainability policy

Vintage Nike shoes

Nike Men’s Yoga Shorts

While exact length doesn’t matter, long-tail keywords are typically at least three words in length due to their specificity.

Why Are Long-Tail Keywords Important?

Head terms are competitive, especially the popular ones. This in turn, makes it difficult for them to rank well with SEO. By using long-tail keywords you’re able to differentiate your business and services while having fewer to compete with to rank on the first page of Google.

Long-tail keywords can help you get more out of your advertising return on investment. High-volume keywords have a high cost per click, but they don’t convert well. Low-volume keywords are highly targeted and therefore have a higher conversion rate.

Using Long-Tail Keywords Effectively

Finding a good long-tail keyword is only part of the heavy task at hand. Once you’ve found your desired keywords, you need to use them strategically on your page. Here are a few on-page SEO tips that apply specifically to long-tail keywords:

  1. Using keywords naturally
  2. Placing keywords strategically
  3. Consider your user’s search intent

Final thoughts

The foundation of any successful SEO campaign is keyword research. In addition to long-tail keyword strategies and other digital marketing updates, we will continue to share case studies and the latest SEO updates to help you drive your business. Our goal is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about keywords or want to learn more about our services? Contact us here today.

How To Create Successful Display Ads in 2022

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Is one of your 2022 New Years resolutions higher reach for your business’s online audience? Look no further, Onimod Global experts are here to help you achieve this goal. Google, the world’s most popular search engine, is definitely a great place to get started when it comes to advertising online and utlitzing their display ads. In this blog post, you’ll learn best practices for Google Ads and tips on making your campaigns successful.

What is a display ad?

A display ad, or also commonly referred to as a banner ad, is a visual-based form of online advertising. You usually see these ads on websites, apps, and social media platforms.

These ads will feature a photo along with advertising copy. The goal result is a display that is interactive and also encourages users to engage with the ad.

What is the Google Display Network?

In a nutshell, the Google Display Network is a set of websites that your ad can appear on. Millions of websites – this is Google, after all.

All in all, the network is comprised of over 2 million websites, 650,000 apps, and 90% of internet users. When you use the Display Network for advertising, you have the chance to get your ad right in front of that 90%.

How to set your display ads up for success

Get familiar with the targeting options

How successful a campaign and the ads within it is mainly comes down to targeting. The effectiveness of targeting will likely determine the outcome of your campaign over anything else.

There are many ways you can go about targeting an audience, and all depend on the goal of your campaign. For example, you can target ads based on the content of the ad itself, so that it appears next to similar content, such as a dog food ad on a pet website. Another way that you can target ads is based on your target market. Let’s say your dog food business wants to target only older people who like dogs or frequent pet pages. You can also target ads to people who previously have consumed your content in some way, which would be called remarketing. This could be a user who previously visited your website, or interacted with you in other ways (for example, watching a video on your YouTube channel).

The best way to determine which targeting method is right for you is to experiment. Try them all if you can to determine which best suits your business.

Exclude sites that are off-topic in the Google Display Network

Of course, no one wants to show up on an irrelevant website or inappropriate web page. The good news is with Google, they allow you to avoid this.

Google allows you to exclude certain sites or pages that you feel are irrelevant and/or inappropriate for the good or service your business provides.You can also block sites where your ads don’t perform well.

You can prevent your display ads from appearing in certain locations, based on:

  • app category
  • any specific topics
  • device used such as: computer, tablet, or mobile

You can also ban specific apps, websites, and content.

Utilize the similar audience feature on the Google Display ads network

This typically only helps you, in the sense that it further hones in on people that will be interested in your display ads. It’s based on your remarketing audience (mentioned above). If you haven’t already, you’ll want to enable remarketing ads before beginning to try out this tip. And according to Google, when you combine Similar Audience targeting with remarketing, you can increase conversions by up to 41%.

More from Onimod Global

Starting off the new year is a clean slate for new business improvements and adjustments, and we’re here to help you achieve all digital marketing goals. Our mission is to ensure we help improve your marketing and drive success.

At Onimod Global, we have endless experience and expertise when it comes to all things SEO, general social media advertising, and digital marketing. Got questions about Google display ads or want to learn more about us? Contact us here today.

Google Ads Will Combine Smart and Standard Display Campaigns

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As your trusted Google news source, here’s the latest update: Google is set to combine smart and standard display campaigns into a single option, announced yesterday Wednesday September 15th. And to add another change into the mix, Google also announced they will be introducing optimized targeting to Display campaigns.

 

Smart and Standard Display campaigns 101

Smart campaigns were unveiled four years ago, and they were created to help users have a simpler way to reach your audience across millions of sites and apps. Smart Display campaigns are set apart from other forms of campaigns through using automation to find new and existing customers, tailor your creative and set optimal bids.

Following up Smart campaigns, the standard Display campaigns have beneficial features such as responsive display ads and automated bidding. The point of combining the two types of campaigns means that advertisers will have the opportunity to test even more types of ads.

The new Display campaign overview

Bonnie Pericolosi, the director of product management for Google Ads says, “In this new Display campaign experience, you’ll have all of the reach and performance you’re used to, with the ability to choose the level of automation you prefer in bidding, creatives and audiences.” Now while setting up campaigns, advertisers will have the ability to choose what to automate or control manually, and they can change their automation choices at any time without having to create a new campaign.

Ginny Marvin, Google’s ads product liaison, discussed the update on Twitter, “No action is needed: Existing Smart & Standard Display campaigns aren’t affected by this change at this time. Once this update is rolled out in your account, you’ll see the new Display campaign type option and workflow when you create a new campaign.” 

 Targeting update for Google Ads Display campaigns

In addition to this change, Google Ads will also introduce optimized targeting, which treats audience settings as signals to find audience segments that may improve campaign performance, to Display campaigns. Previously, this option was only available on Smart Display campaigns.

Why advertisers should care

There will be just one option to create Google Ads Display campaigns very soon. The new Display campaign type will have the same controls for bidding, ads and audiences that standard Display campaigns currently offer. And, as Marvin stated, existing Smart and standard Display campaigns aren’t affected by this change at this time.

More From Onimod Global

As certified Google experts, our team is here to assist your business with holistic digital marketing strategies including SEO and Google Ads, because our goal is to make you more sucessful. To get in contact for an audit on your digital presence, get in touch with us here.

 

 

How to Improve Your Local Search Rankings on Google

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Do you feel like your business’s visibility on Google is lacking? If your business isn’t showing up for relevant searches in your area, it’s time to reevaluate your local SEO strategy, specifically your efforts on Google My Business. This is one of the simplest tools you can use to improve your local Google ranking and quickly. 

If you don’t already have a robust Google My Business strategy, here are some things you can do to up your game. 

1. Enter Complete Data

Businesses with complete and accurate information are easy to match up with the right search queries. This is why it’s crucial to consistently keep your information up to date, especially if you’re making changes to your business. You want users to be able to easily tell what you do, where you are and when they can visit. Be sure to always have your address, contact information, business category and attributes filled out on your profile and up to date. 

2. Verify Your Location 

Verifying your location will make it more likely you show up in Maps and Search on Google. The simplest way to verify your location is through a postcard. To do this, all you have to do is request Google to send you a postcard to your business address. Before you request, be sure you have the following steps completed: 

  1. You have a standard Google Account for your business. 
  2. You have a Business Profile. 
  3. You have a Google My Business account.
  4. You’ve claimed your Business Profile. 
  5. You’ve verified ownership of your business. 

They usually arrive within 2 weeks. Once you’ve received the postcard, you’ll notice a verification code. You’ll enter this into your Google My Business profile and your location will be verified. 

3. Keep Your Hours Accurate 

Accurate hours let customers know when you’re available and give them confidence you’ll be open if they take the time to travel to you. Accurate hours are also another factor Google uses in determining if your business is legitimate, ranking your relevancy for each query accordingly. Be sure to update your hours regularly, including when you open and close and if you have special hours for holidays or events. 

4. Manage and Respond to Reviews 

One of the most critical factors to online rankings are customer reviews. A large number of genuine reviews lets customers know you’re a real and reputable company. To grow your number of reviews, frequently ask for customer feedback through email, on social and in person. Be sure to link your Google My Business Profile so they know where to leave the review. Responding to reviews can be just as important as getting them. This shows you listen to your customers and value their feedback. Google also highly favors business with a large number of positive reviews when it comes to relevant searches. 

5. Add Photos

To showcase your goods and services, and to tell the story of your business, add photos to your Business Profile. Accurate and appealing pictures may also show shoppers that your business offers what they’re searching for. These images may also appear in Google search results if a user is searching for your products or about your industry. Thus, growing your brand awareness and increasing your overall reach. 

Final Thoughts

At Onimod Global, we’re a trusted Google Partner. Meaning we specialize in all Google Ad areas including: 

  • Search Advertising 
  • Mobile Advertising 
  • Video Advertising 
  • Display Advertising 
  • Shopping Advertising 

If you need assistance in any area of Google Ads, SEO or SEM in general, contact us today. 

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on the top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Top 3 Google Ads Features

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Google released new smart features and ways to buy ads on its different channels. Much like all other updates to Google Ads features, there will be learning curve with the new tools. Here is how you can make them work for you.

1. Get listed for free on Google Shopping

Google is still operating as a paid PPC channel, but you can also enjoy its free traffic. Once Google had introduced the shopping channel to their platform, Google completely beat most of the other price comparison websites from its SERP (Shopping.com, Shopzilla, BizRate). Following this very significant move that occurred in 2017, the European Commission fined Google €2.42 billion (~$3 billion) for breaching EU antitrust rules by “giving an illegal advantage to another Google product, its comparison shopping service.” This claim is still going through appeal, Google has made changes to ensure other options are present on its services and SERP than its own.

How should you make it work for you? Number one priority is optimizing your Shopping Ads and understand what products click and convert the most. For example, you can use SEISO Google Shopping Analyzer (Free to try) to get shopping reports. From there you can adapt your product feed and product pages to ensure you focus on products that are margin positive.

2. Get impressions on Goolge Ads for free.. only pay  your sales

When it comes to online acquisiton of new formats, video and display formats are not the first type of format you think of They are more popular for brand awareness and influence targets. Google now is trying to convince you otherwise. Google has so much data on users’ profiles and their intents that they can predict what they will buy. Google knows the users very well: from the search queries, from the media they consume (Videos, AMP pages…), and its past purchases thanks to receipts received in Gmail.

Thanks to this treasure trove of data points, the algorithm identifies which new video game console the user wants. And it only shows him the relevant ads when the customer is ready to buy. The ad will be more likely to convert and Google will get a higher revenue per page by only showing converting ads to users: win/win.

You can now run performance-based targeting for Youtube Ads and on the Display network. It usually means a lower reach than a CPM or a Trueview campaign but you will get incremental conversions while controlling your budget.

How to keep tracks of offline conversions

Nowadays, it is very simple to forget that most of the business still happens offline and that zoom calls and online shopping are not all there is to life. Yet offline conversions tracking are not always taken into account. According to Google, 30% of mobile queries are local searches and it is the fastest-growing segment. And 75% of users making a local search will go to a store within 24 hours. This is a lot of conversion lost to online tracking.

In order to be successful tracking these conversions for Google Ads, you will need to set up an omnichannel tracking that integrates offline elements. From there you will be able to measure different types of conversion. You should create a set of conversion actions for each campaign:

  • In-store visits: Google automatically tracks walk-in traffic from user’s location captured from their Apps and OS). You will need to register all your points of sales addresses or GPS coordinates.
  • Offline purchase thanks to offline the Conversions API or bulksheets upload.
  • Online purchase through your regular tracking pixel.

More from Onimod Global

Onimod Global releases the latest digital marketing news and essential marketing tips every Tuesday and Thursday! To catch up on all Google updates and other top digital marketing news and trends, click here. To find out more about who we are and what we do, click here.

Onimod Global is looking forward to the future and helping your business reach your full digital potential. Interested in growing your digital presence for your company? Reach out to us here!