This week in the Insights Lab, Megan Walsh, Account Supervisor, Paid Search, gives an overview of contextual design for paid search campaigns as well as tips and tricks on how to improve search listings through contextual design. Tweet us @AMP_Agency to let us know what topics you want to hear about!
Quality Score can be a frustrating concept for a Paid Search Marketer. We are used to immediacy and hard results, but Quality Score is always a little less tangible. The other day we were brainstorming ideas for an account that has broad keyword targeting and therefore low CTR's and poor Quality Score. We decided to make a small tweak to our Display URL and move the term after the forward slash, in front of the domain. In the previous format the domain was the only text extended to the headline but when keywords precede the domain, Google also allows them to show in the title. This resulted in a format similar to extended headlines and significantly improved metrics. During the two week test, we ran the exact same ads with two different Display URL's. The new URL had a CTR 28% stronger, CPC's 13% lower and Conversion Rate 67% stronger. However, the biggest gain that came from the test was improved Quality Score. Our highest volume keyword had been at #1 since launch and moved to #2 during the testing period, a major improvement that has now shown even further improvements on CPC's. While a large majority of Paid Search is data and analysis driven, this experiment exemplifies how it can also be very basic graphic design. Figuring out how you can manipulate your ads to drive the right format can lead to a substantial increase in site traffic. This is a practice that Google is constantly using and becomes extremely apparent in a 10 year difference of the Google Search Results Page for the keyword 'flight'. Their constant tweaking has lead to a 12% increase in Paid Search CTR this past year, which is something Paid Search Marketers should be taking advantage of within their own creative units. It will not only lead to naturally improved metrics, but Google should also reward you with improved Quality Score for following their own best practices. Source: http://searchenginewatch.com/article/2092677/Google-AdWords-CTR-Improves-Yahoo-Bing-Both-See-PPC-Spending-Increase
The results you receive on Google's search pages seem to change with every query. As a search marketer, understanding this changing ad landscape is crucial in maintaining relevancy and gaining cost efficiencies. In recent years, Google rolled out extension options to expand Pay-Per-Click (PPC) ad formats for a better user experience. By pioneering these features, Google has improved relevance for the user as well as performance for advertisers. The AMP search team took a proactive approach to evaluating these Google creative enhancements by testing them among our client campaigns. Shortly after leveraging Google's extension options, their value was clear. Campaigns experienced rocketing click-through rates (CTR) across all extension types. New creative treatments such as SiteLinks, Product, Location and Phone extensions delivered far more specific and relevant results to search queries. As a result, click volume increased substantially while Cost Per Click rates (CPC) lowered as well. Let's just say it was a win win. On Location Extensions alone, test campaigns experienced CTR's 400% higher and CPC's 25% lower than when the ad format was not showing. For that reason, the AMP team quickly incorporated Google's ad enhancements into our standard campaign best practices. Undoubtedly, Google's ad enhancements have revamped the aesthetics and functionality of paid search ads. While competitors, such as Bing, have been trying to catch up, Google remains the leader in creative options. The ease of implementation and tracking has made these features even more appealing for advertisers while relevance has become a better experience for searchers. Better products have translated into higher revenue for Google, a pretty simple business model that continues to work. Relevance remains fundamental to effectively delivering the service of search results to its customer base, whether those are searchers themselves or advertisers. Google's deep understanding of this component continues to drive the company to evolve and improve its product offering. As search marketers, it is critical to stay on top of these new releases while also being proactive in testing and measuring. Believe us, it will pay off!