Almost all AdWords optimisation is aimed in one of two directions:
Of the three tips shared below, the first two are designed to identify the lower-quality traffic from your campaigns, and take simple action to address it. The third one will help expand the coverage of your activity, when you’re already maxed out in all the most obvious ways.
When running a campaign targeted around a very specific location, the most precise way to hit your desired area is with ‘radius targeting’, drawing a circle of any given size around your target spot, and showing your ads to users within that area.
How large you draw that circle depends on several factors, including budget, the size of the population available to target, and just how proximity-sensitive your campaign is.
But what if you want to test the effect on your traffic of distance-from-source… or you need to target a relatively large area, but you’re pretty sure that conversion rate will improve, the closer in your users are? Then draw a circle within a circle, and bid higher within the closer area.
You will usually find that this works in the way you would expect (as in the example above): The closer in to your target, the better the conversion rate and cost per conversion.
The drop-off - if it exists - will be different in each case, but armed with data of the sort shown above, you will be able to adjust bids appropriately to make more of your better-converting traffic, and lower bids elsewhere accordingly.
2) Search Partner traffic
It isn’t broadcast as widely as it used to be, and it’s easy to forget, but a high proportion of AdWords search traffic, often comes from sites other than Google.
As you would expect this traffic often performs differently from your core Google traffic, but the differentiated data isn’t as obvious as it could be in the Adwords interface.
To analyse search partners traffic, from the campaigns, ad group or keyword ad tab, from the ‘Segment’ dropdown, select ‘network (with search partners)’.
You will then see a breakdown of performance separating pure Google Search and the search partner element.
In practice, you will often find that search partner traffic is less cost-effective, in which case, you may well want to exclude search partner traffic, which is easily done from within your campaign settings.
3) All languages
As promised, the final tip offers a way to expand the reach and volume of your campaign, when you just want more.
The tip is, quite simply, change language settings from the default ‘English’ to ‘All languages’. You will now show your ads to a great new segment of otherwise untapped users.
This change is not nearly as risky or quality-compromising as it might sound. The language targeting simply determines which ‘default language’ setting on a user’s Google interface settings, make the user eligible to see ads.
Whether the user actually sees your ad is still determined by your keyword selection, so the user still has to show an interest in your services (and do so in your language) to trigger your ads. Although it might look like you’re opening the floodgates, provided your keyword selection is tight enough (be wary of unmodified broad match) - you’ll still be filtering your traffic perfectly well - just from a larger pool.
When you’re looking for more traffic , but you’ve reached your limits on impression share, keyword selection and CTR, this is a simple but very useful settings change just to expand the reach of your activity.
Over the last month you may have noticed the cleaner look to the LinkedIn interface and the new features that have appeared within this new makeover. However, this isn’t just a small change - the upgrade has created a faster, smoother, easier-to-navigate site with a layout very similar to that of Facebook. So, what are the main changes and enhanced features you really need to know about?
Here are a couple of the best bits about the new upgrade to ensure you and your business are making the most of LinkedIn:
1/ The LinkedIn messenger features have leaned more towards the Facebook Messenger in appearance. But, the best part for us is the suggested responses feature to InMail (available on premium). This means you can very quickly get back to people with an automated response letting them know if you are interested or not. This response can be edited to make the message more personalised.
On Thursday 23rd March, the Digity team travelled to Heathrow with cars full of stand equipment, brochures, televisions, and tables ready to wow the visitors at the West London Business Show.
As marketing partners with the show, our signage, brochures and media designs surrounded the hall including huge signs showing the schedule for the day. Our banners and leaflets were unmissable. With the schedule often changing only a couple of days before the show, our designers were flexible, quick and innovative in adapting to alterations in a short time span. The brochures, signage and other advertising media were sent off to the printers and you can see below how great they looked in time for the show!
Barclays have developed a series of events entitled ' Fired up for Growth ' and Digity are delighted to have been included as their digital partner for the Berkshire series. If your business has the potential to grow, this event will help you find out how to unleash your potential.
This Clinic will give you the impetus, pose the questions, and share great ideas, to help your business grow. You’ll get practical tips and incisive information.
Last month, we covered the best ways to get more followers for your brand's Instagram account .
This month, our social media tip series goes a step further to explore How to Successfully Use Instagram Stories.