Week 5: Call Out Extensions

Call extensions can be a great opportunity for your business to thrive and drive visitors to your content.  Often in the past, markets would find creative ways to use site links in their pay-per-click ads to communicate key benefits. Call-Out extensions can allow a user to get an extra line of text to communicate your companies value and also boost your quality score, which ultimately reduces your costs. Another benefit that users can get from using call-outs include freeing up site links. Sometimes users come across situations in which their site links were never being clicked on. In this situation, you can convert them to callout extensions and use the site links for click throughs that lead directly to your site content.

Keep in mind that there are no additional cost to run callout extensions. Each extension can be up to 25 characters and they should not duplicate content from your ad or other extensions.  When you want to evaluate your extension, you can view your click through rate which assess how many times our ads viewed. This is extremely important because it allows us to analyze the data to see which callout extension is helping your ad the most. We can then use this data when it is time to create future call out extensions.

Finally, once you start gathering data from successful extensions, you have to build upon it. Once you start noticing the traffic that certain extensions can bring your cite, you can start capitalizing and driving profits.

-Calvin Jordan

-Google Ad Call-Outs

Week 4 Blog

This week, we looked at search terms report and how to adjust your strategy based off the report.  For example, if you are looking at your reports and notice traffic entering your cite but not equally reflected with sales, then one strategy that you can use is to decide to get rid of negative keywords that are completely irrelevant to your ad.

Search term reports can be used to see how your ads performed when they are triggered by searches within a search network. As stated before, you can determine how closely actual searches are related to your selected keywords and also identify search terms with the highest potential. Keep in mind that the performance metrics on the search term report may differ from the data in the product groups, since it reports traffic for queries that meet Google’s privacy initiation.

When looking at your search report you will notice two columns, one is the keyword column and the other is the match type column. The keyword column tells you which one of your keywords matches someone’s search term and triggered your ad. This can be useful to help you see your keywords in action by giving you a visual representation on how the are matching to actual searches. The Match type column in your report tells you how closely the search terms that triggered your ads on Google are related to the actual keywords in your account. By determining which match types are working well for which keywords and searches, you can change/improve match types for all your keywords to optimize your campaign and bring in the right customers that are looking for your product or service.   

-Calvin Jordan

Week 3 Blog

This week,  I continued my quest of figuring out Adwords and understanding the tool. I took a look at a video that Professor Todd Kelsey shared, which was a Google Ad Tutorial by Surfside PPC. Some important golden nuggets that I got out of that video was setting up Google Analytics to link with your ad campaign, different types of goals for your campaign,  and the difference between sales and a lead campaign.

When I started to create my campaign for my cousin’s business I was a little intimidated because this is my first time ever experiencing this software. Professor Kelsey shared his experience of starting the process of search engine optimization and how challenging it was at first. He started with Facebook ads to help him get a feel for the Adwords process and eventually got the hang of it. He then transitioned into Google ads and noted how doable it actually is to run and operate a successful campaign. 

Personally, I have my account set up successfully. The next step, for me, would be linking my campaign to Google Analytics and establishing my goals.  I know my cousin wants to bring in more clientele to his business and drive profits. His main focus is increasing his website visits and traffic. He does not have a product to sell other than his personal skill set, so a sales based ad, like the one you would use for a Shopify account, would not be appropriate for his situation. Also, when setting up analytics for his campaign, I need to make sure I only include the search network and not the display network so I won’t soak up the budget and waste money.

 I look forward to diving deeper into this software and developing the knowledge to be able to successfully run ad campaigns and becoming Google Adwords certified.

Google Adwords

-Calvin Jordan

https://www.linkedin.com/in/calvin-jordan-754573109/

Week 2

For any business, keeping your cost as low as possible and your profits high is a great importance for the success of an operation. Since we are learning about digital ads, I would like to focus on quality score and reducing cost per click.

To have success, you have to have good content. You have to have something that people would be interested in for a long period of time. If you look at successful mainstream platforms today, they strive because of their good content and services that they provide to customers. For example, Instagram, Snapchat, Twitter, and Amazon. All of these companies have good content and offer services that people use on a daily basis. By having good quality, you can save yourself money when you choose to digitally advertise. When you optimize your quality score you can tremendously reduce your cost-per-click at the same time. Some areas that you can invest in to help increase your quality score can be; research keywords, negative keywords, and high quality Adwords.

I decided to analyze my cousin’s business and use the Google Ad preview tool to get an idea of how a google ad would look for my cousin’s campaign. Once you have finished writing your Ad, you can download it and upload it to google Adwords editor, which I thought was pretty neat. To give you some background on my cousin’s business, he is an athletic trainer and wealth practitioner who believes in the pursuit of the advancement of learning the science of the human body, the respect for each of the human body's maturation stages, and the human body's ability to adapt through varying Kinesiological and proprioceptive advancement practices that challenge the mind and body on a daily basis. His practices are designed to service most every athletic stage, age and ability, and guarantees positive results (with full participation). He has clientele in the Chicago area, Kankakee area, and Frankfort area. Optimizing his online campaign the right way can help my cousin bring in more clientele and reach people who are looking for a personal one on one health consultant. He has served over 7,000 people over his 10+ year span of training and consulting and offers sessions for individuals, groups, teams, classrooms and camps. Click on the link below to view his page and reviews from other people who have connected with Kalmese Wellness in the past.

Kalmese Wellness