Monday, June 26, 2017

Google PageSpeed Insights suggests "Leverage browser caching"

Add following into .htaccess file
##### EXPIRE CACHING - LEVERAGE BROWSER CACHING #####
<IfModule mod_headers.c>
# WEEK
<FilesMatch "\.(jpg|jpeg|png|gif|swf)$">
    Header set Cache-Control "max-age=604800, public"
</FilesMatch>
</IfModule>
##### END EXPIRE CACHING #####

Saturday, June 24, 2017

Enhance your ad with extensions

Give customers more reason to click your ad by including extra information about your business -- by adding an ad extension. This course will show you how ad extensions make your ad more eye catching and encourage higher clickthrough rates. 

Sitelinks: Give customers quick access to multiple pages of your website.
Call extensions: Let people click a button to call you. 
Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.
App extensions: Display a link below your ad text that sends people to the app store or starts downloading your app.
Location extensions: Share location details -- a map, a phone number, or even the distance to your business — so people can find you when they’re searching near you on relevant terms.

How to create ad extensions

Automated extensions
AdWords automatically creates and displays automated extensions such as seller ratings, consumer ratings, and previous visits when it predicts that they’ll improve your ad’s performance. No setup needed!
Manual extensions
You’ll need to manually create certain extensions such as apps, call, and location. You just fill out the information you’d like to include depending on the extension you choose. For example, if you’re creating a call extension, you add the phone number.

Create effective text ads

Text ad

1.Headline
People are most likely to notice your headline text. Consider including at least one of your keywords in the headline to make the ad even more relevant to the customer's search.
What’s new:
  • Updated to include two headline fields up to 30 characters each. You now have twice the opportunity to grab users’ attention.
  • Look out for how your longer headline — combined via a hyphen — might wrap on mobile devices.

2.URL
The URL shows your website address. It gives people an idea of where they'll go when they click your ad.

3."Path" fields(optional)
New to expanded text ads are two optional “path” fields, which can hold up to 15 characters. Part of your display URL, they are placed after your website’s domain to give readers an idea of the content they’ll see upon clicking your ad.

4.Description
Use the description to highlight unique details about your product or service. Be sure to include keywords that match probable search terms. On mobile, where space is tight, AdWords optimizes your ad to show the highest performing text.

The next generation of text ads: The expanded text ad

In our mobile-first world, it was inevitable that the text ad would evolve. Welcome, to the next generation of text ad, the expanded text ad, a format that is optimized for the mobile experience. Expanded text ads:

  • Provide advertisers more control of messaging
  • Offer users more information up front, before that first click

When you take a look at the two formats side by side, can you see why we call it “expanded”?

Writing effective text ads: five tips

To effectively reach potential customers, your text ads should be specific, relevant, attractive, and empowering. Let’s take a closer look at things to keep in mind when writing text ads. 
1. Highline what makes you unique
Show customers what makes you stand out from the competition.
2.Use a call to action
Use your descriptions to tell customers what they can do on your site once they click your ad — link them right to where the ad matters. 
3. Include sales terms
If you have a sale, make sure they know. Say it right in the ad.
4. Match your ad to your keywords
What might customers be thinking when searching for your products or services? Include those search words as keywords in your ad text.
5. Match your ad to your landing page
Ensure your ad takes customers right where they can act on it. The easier it is to find, the more likely they are to purchase.

How to make good on the new expanded text ad

With almost 50 percent more ad text available and an additional headline, expanded text ads provide even more opportunity for you to connect with users and drive more, qualified clicks to your website — if you use them wisely. Let’s see how to make good use of that extra space.
1.Rethink the messaging of your ad
2.Optimize your headlines
3.Take advantage of your character limits
4.Think about your mobile audience
5.Use ad extensions
6.Improve the landing page experience

Five tips to improve landing page experience

Offer relevant, useful, and original content
   • Make your landing page directly relevant to your ad text and keyword
  •  Be specific when the user wants a particular thing. If someone clicks on an ad for a sports car, they shouldn’t wind up on a general “all car models and makes” page.
  •  Be general when the user wants options. If someone’s looking to compare digital cameras, they probably don’t want to land on a specific model’s page.
  • Provide specific information on your landing page about whatever you're advertising.
  • Strive to offer useful features or content that are unique to your site.

Promote transparency and foster trustworthiness on your site
  •  Openly share information about your business and clearly state what your business does.
  • Explain your products or services before asking visitors to fill out forms.
  •  Make it easy for visitors to find your contact information.
  •  If you request personal information from customers, make it clear why you're asking for it and what you'll do with it.
  • Distinguish sponsored links, like ads, from the rest of your website’s content.

Make mobile and computer navigation easy
  • Organize and design your page well, so people don’t have to hunt around for information.
  • Make it quick and easy for people to order the product mentioned in your ad.
  • Avoid pop-ups or other features that interfere with their navigation of your site.
  • Help customers find what they’re looking for by prioritizing above-the-fold content.

Be fast — decrease your landing page loading time
  • Make sure your landing page loads quickly once someone clicks on your ad, whether on a computer or mobile device.

Make your site (even more) mobile-friendly
  • See how your site scores on mobile-friendliness and speed, and find out how to improve it. Test how mobile-friendly your site is with the link in our recap section at the end of this course.
  • See our guide in the recap section to learn more about how to create an effective mobile site.(https://testmysite.thinkwithgoogle.com/)

Choose where customers see your ads

Google Network


1. On the Search Network, your ads may appear on:
(1) Google Search, Google Shopping, Google Maps, and Google Play.
(2) Search sites that partner with Google.
2.On the Display Network, your ads may appear on:
(1) Google sites like YouTube, Blogger, and Gmail.
(2) Partnering websites across the Internet.

Ad formats

Text ads

The most common kind of Search ad includes a descriptive headline, website URL, and descriptive text like a call-to-action.

Where they can show:

Search Network

Display Network

Search partners

Ads with extensions

Ad extensions provide additional information to your text ad, such as your business’s address or phone number.

Where they can show:
Search Network
Display Network (depending on the extension)

Shopping ads

In addition to an image, shopping ads contain product and pricing information, so users get a strong sense of the product you're selling before they click your ad. They’re ideal if you’re managing a large inventory of products.

Where they can show:
Search Network

Image ads

Image ads capture people's attention as they browse websites in the Google Display Network.

Where they can show:
Search Network*
Display Network

*Image ads show on search partner networks, but not the Google Search Network.


Video ads

Video ads are just what they sound like — a standalone video ad or a video ad that runs inside another streaming video.

Where they can show:
Search Network*
Display Network

*Video ads show on search partner networks, but not the Google Search Network.

App promotion ads

App promotion ads send your customers to an app store to download your app, or include a deep link directly into your app.

Where they can show:

Search Network
Display Network

Call-only ads

Call-only ads allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls.

Where they can show:
Search Network

Rich media ads

Rich media ads are engaging ad formats that often include animation or other types of motion.

Where they can show:
Display Network


Responsive ads

The Display Network offers ads that adjust to match the pages and apps that show them. Viewers are more likely to see these ads because they blend in with the content the viewers came for. Responsive ads can go a long way to help build awareness, influence consideration, and drive action.

Where they can show:

Display Network

Improve results with experiments

Goals:
1.How to use drafts to stage changes to your campaign
2. How to run an experiment
3. How to measure your results

How campaign drafts work
Drafts let you prepare and review multiple changes to an existing campaign before implementing them.

How campaign experiments work
After you’ve finished a draft, instead of applying your changes to your original campaign, you can convert your draft into an experiment.




Evaluate campaign performance

Goal:
How to use reports and metrics to address your campaign objectives

Drive performance with reports
1.The Search terms report lists the searches and terms that triggered your ad and drove traffic to your website. If a term is getting you in front of customers, add it to your keyword list.

2.The Where your users were (user locations) report shows only your customers' physical locations (regardless of any locations they may have shown interest in). If customers in a certain region are gravitating to you, update your campaign to directly target them. 
3.The What triggered your ad (geographic) report shows your customers' physical locations and locations they had shown interest in through searches or content they had viewed. If customers interested in certain locations are finding you, update your campaign to directly offer something they’re looking for. 
4.The Landing page experience report estimates the quality of your landing page -- which is part of your AdWords quality score and strengthens or weakens your ad position. If you have a weak landing page, a link is provided with tips to make it better. 
5. The paid and organic report shows how people got to you — comparing Google’s free organic search results to your paid AdWords ads. Learn the ways customers are looking for products and services like yours and update your own keyword list or create new ad groups to directly target them. 
6. Once you've set up conversion tracking, attribution reports show you the paths customers took to complete a conversion, and attribute the conversion to different ads, clicks, and factors along the way.
Return on investment (ROI) tells you how effective your ad spend is by showing you how much return it’s bringing you. ROI is calculated with this formula: (Revenue-Cost)/Cost.

Example: If your ad resulted in $1200 of sales for a product that cost $600 to make, and your advertising cost was $200, then your ROI is [$1200 - ($600 + $200)] / ($600 + $200) = 50% ROI.

Align your budget with your goals

Goals:
1.How to determine the right daily spend for your ad campaign
2. How to align and revise your budget to support your campaign objectives

Tips:
1. Based on your monthly budget
If you're used to working with a monthly advertising budget, you can calculate the amount you might budget per day by dividing your monthly budget by 30.4 – the average number of days per month.
2. Based on your average cost-per-click
For example, let's say your cost-per-click is $0.10 on average, and you'd like around 500 clicks per day. You might budget $50 per day.
3. Based on impact factors
* Recent campaign performance
Current campaign budget
Keyword list
Campaign targeting settings

AdWords won't display a recommended daily budget if you rarely meet your daily budget, or if your campaign has limited data. 
4. Based on delivery method

When your average daily budget is reached, your ads will typically stop showing for that day. You'll want to consider your campaign's ad delivery method, which determines how quickly your ads are shown and how long your budget lasts during a given day, when setting your daily budget.

The "Standard" delivery method is like a slow-burning candle – it spreads your budget throughout the day.

The "Accelerated" delivery method is more like jet fuel – it uses your budget more quickly. 


Budget strategy for your goals: break down into three phases
1.Build awareness
Building awareness will require a larger budget due to the longer path to conversion and the scale at which you try to reach people. 
2.Influence consideration
Influencing consideration is mid funnel and can be accomplished with a small, medium, and large ad budget. With a medium length path to conversion, a medium to large budget is preferred so you can reach a wider group of people and begin moving them to action. 
3.Driving action
Driving action or sales is at the bottom of the marketing funnel where you typically have a small group of your target audience. You can meet all of your action goals with a small, medium, or large daily budget.