The Beginning of a Paid Search Campaign
Today is an exciting day. You gave the approval for your advertising agency to begin a paid search campaign for your company. You go to your computer and Google your brand name and don’t see your ad within the paid results. You then go to your mobile phone and Google your industry and you see your ad, but it’s ranked #3 in the search results. Your biggest competitor, the thorn in your side, has the ad that shows up at the very top.
You immediately panic and send an email to your digital buyer asking why your ad isn’t showing for all searches and why it’s running below that of your competitor. You’ve allocated your hard-earned money toward Google search and you expected better results. Your buyer responds with an email telling you both to calm down and that you shouldn’t Google yourself to see your ads.
I understand that it’s exciting to see your ads and to see proof that the dollars you’re allocating to advertising are running where they’re supposed to. I’ve been placing advertising for my clients for more than a decade and still get a little thrill of pride when I see an ad I’ve placed. However, unlike a billboard on the highway that works to grow awareness among everyone who passes it, paid search ads should only show to people who are actively in-market for information about a product or service. Paid search works because you have a self-selected audience of people who are interested in what you have to offer and are actively researching it. If you go searching for your ads, you are making your campaign less efficient, which may make you pay more per click over the life of your campaign.
How Google Paid Search Words
Google search ads are run through an auction, but it’s not a simple “highest bidder wins” kind of auction. The reason for this is that Google only makes money from a search if someone clicks on a paid ad rather than an organic listing. Therefore, it is in Google’s best interest to show the ads people are most likely to click on at the top of the page, with the ads less likely to get clicks further down the page.
Google accomplishes this by using many factors to rank the ads for each auction, such as your bid amount, your auction-time ad quality (including the expected clickthrough rate, ad relevance and landing page experience) and the context of the search, which includes things such as the device being used and the searcher’s location.
If you want more information about how Google determines which ads to show, and in what order, click here.
Experienced search engine marketers will look at your paid search campaigns daily, doing things such as tweaking words in ads, adjusting bids, changing landing pages and refining search terms in order to increase both the clickthrough rate as well as the quality score in the eyes of Google’s machine learning.
Why Not to Search for Your Own Ads
This all leads you to why you should stop Googling your ads – you’re not a potential customer looking to make a purchase from them.
If you have any questions about the keywords and ads being shown in your account, it’s better to ask your digital buyer to pull a sample search from AdWords with the Ad Preview and Diagnosis tool than to Google it yourself.
There are few reasons for this, including:
- If you’re searching for your ads and they’re not showing, it could be because you searched too many times. Directly from Google, “if you repeatedly look for your own ad using Google search but never click on it, you might stop seeing it entirely. That’s because Google’s system stops showing you ads that it thinks you aren’t interested in.”
- Every time your ad gets an impression that doesn’t lead to a click, your clickthrough rate (CTR) is lowered. Clickthrough rate is the ratio of clicks to impressions, so the more impressions you get without clicks, the lower your CTR. Per Google, “By performing searches that trigger your ad, you’ll accumulate impressionswithout clicks, which can lower your clickthrough rate and prevent your ad from appearing as often as it should.” Lower clickthrough rates also decrease the ad quality score, which will cause you to pay more per click for the exact same ad position.
- Not only will Google stop showing your ads to your IP address or device when you repeatedly search your ads, but you will be interfering with how and when Google shows your ads to your customers. When a keyword is repeatedly searched but rarely generates a click, Google’s machine learning determines that your ad is not relevant to that search term.
If Google decides your ad is irrelevant, your quality score will decrease, and the ad will show less frequently or not at all.
If you have any further questions about how Google decides which ads to show in an auction, please reach out to me (email@example.com) or the rest of the Coles Marketing team at 317-571-0051. In closing, please stop Googling your company so you can see your ads. You’re only hurting your digital advertising campaign in the long run when you do.
By Christy Stewart
Digital Advertising Strategist
What is the first thing you do when you’re feeling under the weather? You probably hop on the internet to research your symptoms, right?
These days, people do their homework before scheduling any kind of medical appointment. When they have a medical issue, they tend to start combating it online. In fact, one in every 20 searches on Google is healthcare-related, and those who are in-market for services tend to gather information on Google before taking any action.
Cyberspace is the place to be when it comes to connecting with potential patients. Although you can certainly catch consumers’ eyes with billboards on the highway and ads in the local newspaper, you have an even better chance of grabbing their attention online.
When we steer new healthcare clients toward digital advertising, they often worry about their companies getting lost in the clutter of online information. Are you hesitant to make the leap into the digital world? Let’s dive in together and look at the benefits of digital advertising.
The Measurability of Digital Advertising
Traditional marketing methods, such as billboards or television commercials, don’t always produce tangible results.
With digital advertising, you can access analytics that show you how ads are performing and what kind of progress you’re making. You can see …
- The demographics you’re reaching
- What time of day the ads are reaching the most people
- How many users are clicking on the ads
- The amount of conversions — the number of users taking actions to become patients (filling out contact forms, calling the medical office, scheduling appointments, etc.)
- The cost per conversion
Here’s a sample of a report from our digital advertising strategist Christy Stewart that shows the positive results of the Facebook display ads and Google search ads we created for one of our healthcare clients.
As you can see, this report shows a significant increase in conversions and website traffic coming directly from our digital advertising efforts.
The measurability of digital advertising helps our healthcare clients refine their strategies, defend their marketing budgets and determine what is giving them the best return on investment.
Standing Out in Cyberspace
One of the main concerns we hear from healthcare companies is the worry that they will fail to stand out online. But with digital advertising, we can …
- Target specific audiences
- Zero in on your market by geographic location (a.k.a. “geotargeting”)
- Reach the top of search listings
- Turn off the ads that aren’t performing well to save room in the budget for the ads yielding positive results
“It’s easy to be nimble with digital advertising. You can change your ads with the click of a mouse.” — Christy Stewart, Digital Advertising Strategist
The bottom line is that when people are scrolling through content on their computers and smart phones, they’re frequently looking for a health organization like yours. All you have to do is put yourself out there for them to find. And after collaborating with several healthcare clients on digital advertising, we can assure you that this is one of the most effective ways to boost your business.Edit this post
By Christy Stewart, Digital Advertising Strategist
If you wait until you have a job opening to get people interested in working for your company, you’re probably too late. The immediate need creates a sense of urgency, which may lead to hiring a less-than-ideal candidate just to get a warm body in the position.
This is changing as more companies are moving to recruitment advertising rather than simply posting open positions online. This advertising creates awareness of the company and the benefits of working there. This, in turn, can lead to potential candidates submitting their resumes. Once a position becomes open, the talent acquisition manager has a head start on the hiring process with a reserve of resumes available to consider for the open positions.
If you think a digital recruitment advertising campaign might be a good next step in your talent acquisition process, here are some digital tactics to consider.
Geofence/geotarget competitor locations
If your competitor has many of the same job positions you do, why not target their employees while they’re at work? Maybe they’ll see your ad after a bad day and wonder if the grass would be greener if they worked for you.
Reach out to potential employees on Facebook
Facebook has a trove of targeting information as people willingly put all sorts of information about themselves in their profiles. If you’re looking to a hire a restaurant manager within 15 miles of your restaurant, you can use Facebook to show targeted ads to those who fit that description.
Place digital ads for individuals “in-market” for employment
Ad targeting options have gotten much more precise over the past few years, and digital buyers are now able to target those who appear to be in-market for a new position based on other actions they’ve taken digitally. If you’re looking to hire nurses, showing ads to those who are in-market for healthcare positions — whether in an app such as Words with Friends or on a news site such as cnn.com — allows you to reach the audience you need in a context in which they’re more likely to pay attention. They’ll think you’re speaking directly to them, which, of course, you are.
If your organization has a large number of open positions or high turnover, now may be time to consider recruitment advertising. With the unemployment rate at 4.1% (the lowest level since December 2000), there is much more competition for great candidates than there was a few years ago. By proactively putting your message in front of potential employees, you can break through the clutter and begin filling your applicant pipeline.Edit this post