Adwords Grants news

Adwords Grants newsAdvertisers on either Google’s Ad Grants or Grantspro programmes should have received an email on 14th December notifying them of  policy updates that will come into force on 1st January 2018. It left very little room for manoeuvre, especially with the Christmas break in between. In fact just 10 full working days to react and take action.
Help is at Hand
The Ad Grants policy changes are designed to help non-profits use their grants budgets more efficiently. However, the changes are very well hidden and so we have highlighted these below:

  • All Ad Grants accounts must maintain an account level CTR (Click Through Rate) of 5% as a minimum ( Grantspro accounts only had to maintain a minimum CTR, which was 1%)
  • There will be restrictions on the use of single-word keywords, with exceptions: “owned brand terms, medical conditions, basic keywords relating directly to supporting a charity, or due to the sensitive nature of the causes that charities support”
  • There will be a minimum quality score requirement of 2/10 for all keywords
  • Advertisers can no longer bid on branded keywords that they don’t already own
  • The $2 maximum  CPC (Cost Per Click) bid ceiling is being lifted but only for keywords in campaigns that have the “Maximise Conversions” bid strategy applied
  • Geo-targeting settings must be in use
  • Each campaign must have a minimum of two ad groups with at least two active ads in each
  • Accounts must have a minimum of two active site-link extensions

 
The biggest challenge for Charities is likely to be the Click Through Rate of 5% as a minimum and will potentially require the most work.

How to improve your PPC Click Through rate

So the starting point has to be filtering out these under performing keywords and optimising them. Make sure your keywords are themed and relevant to the ads, optimise the ads, and make sure they are using those keywords, ensure you include well optimised ad extensions, and include the two site link extensions as a given, and perhaps most importantly research those negative and therefore irrelevant keywords well, and exclude them.

Restrictions on the use of single-word keywords

You may find that you do not need to do anything to rectify this. As this is labelled a ‘restriction’, you might find that come the 1st of January you start to see a drop in impressions for a number of single-word keywords and this will be the reason.
Go through your single-word keywords now so you have an idea of where the drop-offs might occur to get yourself prepared. Perhaps you can expand on the single-word keywords and add relevant variations with multiple words that you aren’t already bidding on.

Minimum Quality Score requirement of 2 for all keywords

This one shouldn’t be a problem as unless you’re doing something wrong, your quality scores should never get lower than 2 anyway.
However, if somehow this is the case then the quick fix option is to pause any keywords with a quality score of 1 immediately. Putting the keyword in a themed ad group with relevant ads and landing pages is what you’re aiming for.

You can only bid on owned brand terms

If you’re bidding on a branded term, you need to be the owner. However, if you have some campaigns where you’re bidding on event names e.g. certain marathons or obstacle course races, then you’re going to want to continue to bid on a number of “brand terms” for those events that you don’t own.
This is particularly alarming as in their own words “any account found in violation of program policies is subject to automatic suspension without notification.” The short timescale they’ve given to respond to these changes only adds to the importance of this one.
If you’re concerned, pause those brand terms you don’t own.

The $2 max CPC bid ceiling is being lifted

As long as you apply the “maximise conversions” bid strategy to any campaign in which you want your keywords to break through said ceiling. Go to your campaign settings then scroll down to Location options (advanced), expand it and change your bid strategy. The strategy works off conversion data, so make sure your conversions are all set up correctly and have enough data.

Geo-targeting settings must be in use

Go to your campaign settings and make sure you have at least one location chosen.

Campaigns must have 2 ad groups minimum with two active ads in each

Another pretty fundamental requirement, the solution to which could be more involved depending on the current state and size of your account. Every advertiser should be carrying out ad copy testing and when we last spoke to Google, they actively recommend testing three as opposed to two ads as a minimum.

Accounts must have two active site-link extensions as a minimum

If you find yourself in the position of needing to address this one, then you need our help, please feel free to pick up the phone 01604 328899

British Water Workshop – At Google.

Today saw M3 Strategic Marketing taking over rooms at Google in St Giles, London.
When British Water asked us to deliver a workshop all about Google to their members, what better place to hold it than at Google’s London H.Q. in St Giles. Being a Google Partner means that Google support us from day to day, which in turn means we can deliver that expertise direct to our clients, in this case British Water.

British Water Google Micro Moments
Google presenting “Micro Moments”

A full day of training on Synergistic Marketing, which pulls offline and online together, was delivered by Derek Bourne of Waterbourne Ltd, Michael Spence and Tracy Spence. In addition, Google delivered a presentation all about “Micro Moments”and played the “Higher or Lower” game with the audience too.
The room was bursting at the seams and British Water had a reserve list of people waiting in the wings, and no one cancelled at the last minute.
The workshop itself was jam packed with useful insights, suggestions of tools to help the companies in attendance, hints, tips and the questions flowed.
British Water Workshop at Google
Michael Spence – Moments of Truth

Unfortunately, the day itself was marred with the terrorist attack on Westminster that same afternoon, just a mile down the road, but it did not stop the learning.
British Water have asked us to deliver the same again but near Manchester, and we will also be delivering a series of smaller, more detailed workshops targeted at different levels of knowledge a little later in the year.

Thank you for an excellent training workshop on Digital Marketing yesterday. I think most attendees were overwhelmed with your knowledge and it is clear that we could have delivered a full day or two day training course!
Lila Thompson – International Director, British Water

Google Adwords Partner Expert

As a Google AdWords Partner we are exposed to a lot of training and Paid Advertising Intelligence that other agencies are not privy to, and this helps us help our clients grow their businesses. So when the Giant in online advertising Google suggests a meeting at your premises, we didn’t say no. However, never to miss an opportunity, we arranged to meet at their offices in St Giles, London. This meeting was to discuss specifically about our own business, and to determine what else Google needed to provide us to help us grow.
Specifically in the meeting we discussed Gmail Advertising on Google, as both ourselves and Google see this is a great way forward for many of our clients. It is currently not common and so the costs are also a lot less than perhaps other forms of paid advertising on the Google networks. In addition we discussed the importance of having a strategy for each client to determine the very best route, the ideal landing page, and the best keywords too.
With any paid adverts, you need to consider what pert of the customer journey your prospect is on, what they want from your website when they land on it and what tactics you need to employ to convert that click into a sale going forward.
For example, if someone is searching the query “How easy is it to get a business loan” they will be less likely to convert into a sale than someone who is searching “Business loan for van”. With this in mind, the landing pages should be very different and the strategies should also be different. The “How to” query should take you to a landing page that gives you ideas as to what documents you may need (a checklist perhaps). Because people who land here are likely to go away and find these documents, then we would also recommend a re-marketing strategy from this page. Whereas, those who are being more specific, they already know what they want, and so a quote form or calculator would be more appropriate. Here if they complete the form, you already have the information to enable you to make contact and perhaps close the deal, and a different re-marketing strategy should be implemented for those who did not complete the form (abandoned the process).
If you are looking at your online paid advertising and are serious about getting results, then look to M3 Strategic Marketing to help you devise a Google AdWords Strategy before you take the plunge. Using M3 will save you money n wasted clicks and get the most from your Google AdWords Spend.
Contact us now on 01604 328899

When Tracy from M3 Strategic Marketing heard about the NatWest Boost programme, she wanted to find out more, and after lengthy discussions with her local business development manager, Tracy started work on preparing a schedule of education for business seminars all about Digital marketing.

NatWest BoostEducation For Business Seminars:

  • Understanding Analytics
  • Web Conversion Techniques
  • Search Engine Optimisation
  • Paid Online Advertising
  • Email Marketing

After delivering the Analytics course in both Northampton and Milton Keynes and then the Conversion course in Milton Keynes, the feedback or these instructional and educational seminars was so good that NatWest asked if once the 5 were done, they could start all over again, to give those who missed it first time around, the opportunity to attend, and to encourage more business owners and employees to take advantage of this free Digital marketing training.
If you are looking to increase your knowledge on Digital marketing and other subjects, then contact your local NatWest Business Development manager and ask how the NatWest Boost programme can help you  grow your business.
Dates for Early 2017 as follows: 

  • Wednesday 22nd February 2017 – Nat West in Grange Park – 8am Start – “Website Conversion”
  • Tuesday 28th February 2017 – Nat West in Milton Keynes – 8am Start – “SEO – get found on Google”
  • Wednesday 22nd February 2017 – Nat West in Grange Park – 8am Start – “SEO – get found on Google”

 

Google Adwords Experts Northamptonshire

Yes, we did it!
As a Google Partner, we were all encouraged by Google to step up to the challenge of studying for and passing all 6 Google Adwords Exams.
The Google Adwords exams included:Google Adwords Experts Northamptonshire

  • Google Adwords Fundamentals
  • Google Adwords Search
  • Google Adwords Display
  • Google Adwords Shopping
  • Google Adwords Video
  • Google Adwords Mobile

As a Google Partner, our business must always have at least two people who have passed the Adwords Fundamental Exam and another, so in fairness we all only had a maximum of 4 exams to sit and pass in order to qualify for this new certificate and we were up for the challenge!
Lauren passed first after putting in the time early mornings, and Michael and Tracy soon followed.
This means that 3 of the M3SM team are now qualified in all aspects of Google Adwords, with others in the team qualified and focused on certain niche aspects.
So if you are looking for a Google Adwords Expert in Northamptonshire, then we are the people to help.