Check Your Website on Google’s New Mobile Friendly Test

Is your website optimized for smartphone users? Google has launched a new version of the it’s mobile friendly test at search.google.com/search-console/mobile-friendly. This new version is cleaner and faster than the existing mobile test tool, which is currently still available at https://www.google.com/webmasters/tools/mobile-friendly/.

The handy mobile test tool provides resources to help users detect why their site may not be mobile friendly and fix it, and information on blocked resources. Blocked resources can include links to other sources such as ads, social media syndication and live chat.

The new mobile test tool also links to sitewide mobile usability testing on the user’s Google Search Console and the Google Webmaster Forum where users can read answers to user questions and post comments or questions of their own.

google mobile friendly test

A Mobile Focus

In their launch release on the Webmaster Central Blog, Google made mention of Google being close to their heart. Google wants mobile users to have just as good or better experience on a Website than larger screen users, especially when they’re clicking to the site from a Google organic search result or ad.

Mobile is close to our heart – we love seeing more and more sites make their content available in useful & accessible ways for mobile users. To help keep the ball rolling, we’ve now launched a new Mobile Friendly Test. ~ Google

Ironically, initial testing of the new tool was only available for non-smartphone users. There was a bug on mobile that was preventing it from working, which Google has subsequently fixed. On smartphones, the test provides the site’s mobile view in a clickable popup, whereas on larger screens sizes the test results and mobile view are shown side-by-side.

With the increasing share of mobile traffic and recent mobile update in Google which is supposed to provide an additional search ranking boost to mobile-friendly sites, having a mobile ready site is more important than ever.

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What Can You Do With Google Shopping Ads?

In order to sell your products, they need visibility in front of desirable prospects and that’s what Google Shopping ads help you do. You can create highly profitable campaigns that show you ads beside the results when someone uses the Google search bar, looking for the type of products that you sell.

The results are highly targeted, based on searches and keywords. Plus, you pay only when the searcher actually clicks through to your website or checks out your inventory. The ads pop up on any device connected to the internet, computer, laptop, tablet or smartphone.

pla search

In addition, you can customize your campaign for even better results. Here are four way where you can tailor your Google Shopping ad campaigns, which are also known as Product Listing Ads.

Attract Local Customers

Shopping ads aren’t just about ecommerce. With Google Shopping Ads, you can attract local buyers to your brick and mortar store. There are two ways to do this:

AdWords Location Extension—This includes a location for your store right on your text ad. With a single click, prospective buyers can call you or get directions.

Local Inventory Ads—These show online products from your physical store. They let people right in your area know your prices and have access to other products you’re selling. It also has one-click calling and directions.

Promote Trust and Confidence

Potential buyers can read reviews and see ratings, based on a 5-star system, to check out what actual buyers think about the product. This boosts purchaser confidence that it’s a reputable item and what they need.

You can also feature your business strong points with a badge as a Google Trusted Store. It highlights dependable shipping and helpful customer service.

Special Offers

Google Product Listing Ads lets you offer your customer promotions, an incentive to close the deal. You can spotlight a special bargain or give shoppers a code to redeem when they buy. These appear just at the time your prospect is deciding whether or not to buy, so the timing couldn’t be more perfect.

Thoughtful woman holding shopping bags and looking up

Remarketing

Sometimes customers seem interested, but aren’t yet ready to buy. They navigate away from your site and may never return. Google Shopping keeps them in your sights with dynamic remarketing ads. These ads are seen just by lookers who have already been to your site, but not bought. It keeps you top of mind and gives customers a reason to come back.

The system also offers remarketing lists for search ads, or RLSA. By customizing your keywords, ads and bids, you can pinpoint shoppers who have been to your website in the past. These ads show up when they use the Google search bar.

Advertising in Google for products customers are looking to buy is a great way to connect with them. The product images really stand out and with the recent changes in Google search, they’re even more prominent.

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Getting Started With YouTube Advertising

Google’s ownership of YouTube has become increasingly profitable. YouTube is the second largest search engine in the U.S. and they say they have “over a billion users — almost one-third of all people on the Internet — and every day people watch hundreds of millions of hours on YouTube and generate billions of views.”

YouTube adds are one of the most powerful types of advertising today. Video content captures a viewer’s attention and influences their decision-making. Let’s explore what type of advertising you can do in YouTube.

Display Ads

A display ad is placed above the list results when a user searches in the YouTube search bar. It is also displayed next to a video in the right column, or if the viewer is large, it is displayed below the viewer.
Because display ads are not directly in the video, they are less noticeable and may not see as much traffic. Advertisers are charged whenever the ad is clicked, whether the user watches the whole video or not.

Display ads are available through AdWords, or as part of a reservation sponsorship campaign which has minimum spending requirements and is charged on a cost-per-impression or cost-per-day basis.

The display ad to the right of the search results in the sidebar, are often from AdWords remarketing campaigns. Google’s ad algorithm is used to determine which display ads to show. In the case of remarketing, the user has already visited that Website, expressing an interest in that content. The user has been ‘tagged’ through cookies, and the ad is served. YouTube is in the Google display network thus display advertisers in AdWords can also have their ads shown on YouTube.

As an example, the YouTube search result below was for the phrase ‘election’:

youtube results

Overlay Ads

Overlay ads display in the lower portion of a YouTube video. They are semi-transparent and the user can close them or click on them. Since these ads are displayed over the actual video, they are more likely to be clicked. Overlay ads are only available through a reservation sponsorship campaign as mentioned under display ads.

Skippable and Non-skippable Video Ads

Skippable video ads are very popular and are becoming the most common type of YouTube advertising. The beauty of skippable ads is that you allow the user to skip the ad after 5 seconds, or continue watching if they’re interested in learning more. These are also known as pre-roll ads.

When you give people the option to skip or stay, the ones that actually watch the video are called “warm leads” which means your return on investment will be greater. Non-skippable ads work the same way, but the user must watch in order to view the intended video content.

Skippable ads can be up to 60 seconds long and are not charged until after 30 seconds of viewing or when there is interaction with the video. They play before, during or after a video.

Non-skippable ads must be 30 seconds or less. YouTube or AdWords decides how much you will be charged based on the competition for a specific keyword, placement or demographic. Cost may run at a few cents per view to more than a dollar.

YouTube and AdWords are now using what is called a TrueView video campaign system that makes all of these types of advertising reach an even more targeted audience which creates an even greater return on investment.

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YouTube Pre-Roll Ads

Video content is often the medium of choice and YouTube is the top platform. YouTube is the second largest search engine on the Web and it presents a strong advertising opportunity. YouTube pre-roll ads can be a great way to promote your business and reach customers. Read on to find out why.

What Is a Pre-Roll Ad?

Pre-roll ads are also called in-stream ads. These are the ever-present, yet effective, commercials at the beginning of the YouTube video you came to watch. For five seconds, you are forced to watch the commercial, at which point you can click “Skip Ad” if you’d like.

Though they can annoy some viewers, with the right messaging and visuals, they can make an impact. The trick is to use them wisely and effectively. It they are too intrusive, provide no value or interrupt too much, you can harm your marketing efforts. But with the right content and presentation, you can promote your brand and reach more customers.

The job of pre-roll ads is simply to get attention for your brand. It can also be a good method to convince people to visit your website. In some respects, it’s comparable to Facebook advertising. It can build awareness of your product and get customers interested. It probably won’t result in an immediate sale, but it is an essential part of the sales funnel whether you are selling online or not.

preroll ads

Pre-Roll Ads and Adwords

Pre-roll ads are a part of the Google Adwords ad network. They appear both on YouTube watch page videos and on channel pages with featured videos. It doesn’t matter if the video is viewed on a desktop or laptop, on a mobile, game console or while connected to a TV.

The ads, which are at least 15 seconds in length, are set up for your marketing campaign within your Adwords account. When you put it together, you will need to choose your targeting, including:

– Language
– Geography (more than 80% of all YouTube views are from outside the U.S.)
– Topics
– Demographics
– Interests
– Experienced marketers choose “topics” and “interests,” since they are the principle options for targeting. “Topics” refers to the videos that people are currently watching. “Interests” mean people who videos similar to the one you have prepared.

The Importance of Interesting, Professional Video Production

There is a lot of competition on YouTube. It is essential to create a video with an interesting premise and one that is made using high standards. People are getting more and more sophisticated when it comes to the videos they choose to watch. It’s similar to TV advertising in that you want your ad to captivate and stand out, in a good way.

Advertisers with the best response tend to keep their videos to 60 seconds or less. They make it clear right from the start what the problem is that they are solving for viewers. But this is not always the case, you may see some advertisers with video ads over a minute long, or in some cases several minutes long.

Don’t get left out from this advertising opportunity. Use YouTube pre-roll ads effectively in your online marketing campaigns.

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Understanding Keywords Match Types and Negative Keywords

Google AdWords may be one of the most effective ways to find new buyers for your goods and services, but it’s not necessarily an easy system to use. It’s not enough to know what words searchers are using to find your product or service. You also need to know the intention that is driving them to use that particular keyword and do a search in the first place.

Here is a look at two critical aspects of understanding keywords, so you can put together an effective online campaign. The first is match types and the second is making sure you ad doesn’t show up for specific terms, which in AdWords is accomplished by using negative keywords.

keyword selection

Match Types

For every keyword you choose for your ad campaign, you give it a match type. This regulates how narrow or broad a keyword is that will make a match for the keyword you are using in your AdWords campaign.

Each type has its own features and effects. The basic types of matches are:

Broad match – This is the most general type of user search query match and will bid on a wide variety of terms related to the phrase. When you set your match at broad, you reach more people. But at the same time, you can lose out on relevancy.

Broad match modifier – This variation allows you to ensure that at least one word in the phrase is required to bid on it. You do this by adding a + symbol to the word. For example, if you’re a personal injury lawyer, a phrase like ‘+injury lawyer’ would typically be appealing as it requires that the user’s search query include the word injury. This allows for a more targeted approach.

Phrase match – This dictates that the users’ search query contain a desired phase. An example of this would be a phrase match of ‘family dentist’. If a user search the phrase ‘great family dentist’, the ad could appear as it contains that phrase match.

Exact match – This is if you only want the exact intended phrase.

Each different match type is technically a different keyword you’re bidding on with a different quality score. You can experiment with different match types for keywords you’re bidding on to identify opportunities and improve quality scores.

Negative KeyWords (Match)

The fifth type of match in addition to the list above is called a negative keyword. Negative keywords are an essential part of an effective campaign. In the absence of having negatives, you’re likely burning through ad spend, bidding on phrases that aren’t relevant for your business.

By adding a simple minus sign before a keyword, you are letting Google know that you don’t want to put your ad in front of searchers if it contains the keyword you determine, your negative keyword. This reduces the number of times it is shown, which reduces how much you are charged. But it’s real intent is to make your ad show up with better relevancy.

For example, if you are an HVAC company that services and sells home eating and cooling equipment, you may want to add ‘portable’ to your negative keyword list. This is because a phrase like ‘portable heaters’ may not be a valuable search term for your business.

How Do You Know What KeyWords You Won at Auction?

That’s the critical question when you put together an ad campaign. You can check how you are doing by looking at query reports, also called search term reports.

search terms

These tell you how our specific ad did when it was set off by an actual search. This report has a column for match types. This lets you know how directly the searcher’s keyword, which prompted your ad to appear, is related to the specific keyword you are using for your campaign. It’s also useful to review as you can continue to add to your campaign’s negative keyword list.

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