. Today we are going to be talking about how you can drive quality leads with Google Ads so let's take a quick look at today's agenda we've got a good one for you so we're going to  be looking at how you can develop a holistic lead gen strategy and then we're also going to  be looking at how we can measure lead quality because we all know know that quality is the key to lead gen success it's no longer just a volume game we're also going to  be looking at how we can optimize towards some important touch points we're going to  be taking a quick look at also how we can discover new and quality leads and then finally we're going to  be running through how we can convert these leads into new customers and then with our last few minutes we're also going to  be running through a Q&A; so please feel free to add your questions to the question box for the comment area and hopefully we will have enough time to get through a good few of them at the very end so let's kick things off firstly we're going to take a quick look at develop a holistic and the holistic lead gen strategy for your business so how we can actually hope to do that so the lead gen journey involves finding high quality leads and then ultimately transforming these leads into loyal customers so let's just take a look at what the user journey looks like from start to finish so it starts out by a user researching and looking for the product or service that they're actually interested in purchasing they might check out some reviews they might talk to their friends hear true word about what sounds like a good option for them next up they're going to  try on discover your product or service or even your competitors products or service with all of these new brands and companies that they have identified they're going to start getting in touch and start comparing prices and when we talk about getting in touch typically these are true the general channels of calls and form on the likes of your websites finally once they found the most competitive price or the product or service with the best or most unique selling points they're going to  finally close that deal and purchase that product or service and then we would hope that they actually become a loyal and long-term customer. Let me just give you a quick example that I've had in the last week of this exact journey founded on Monday that my car insurance was actually up for renewal so before I renew that I wanted to make sure that I was getting the best price and also the best terms on that car insurance so what I did was I started by researching and just in general google searching some other car insurance options out there reading reviews from other users and just getting a general sense for what would be a good option for me I then went on and I discovered two main care insurance car insurance providers that I wanted to follow up with and get quotes from so I went onto boarded their websites in one case I ran the insurance company and got a quote from them and in another case I actually used their online quotation form so I had two quotes roughly of the same price board offering slightly different terms I found one actually suited me a little bit better in terms of the terms that it was offering so what I did was I went ahead and I confirmed with that company that I would like to purchase a car insurance policy of them and now I'm pretty happy I've got my car fully insured but that's just an example of how you can go through the user journey for Allegiant business from start to finish so that'll give you a good idea of what we're looking to build a strategy around today so one of the main things that we're going to be focusing on is improving the lead quality because if we improve this lead quality we will ultimately be able to improve our return on adspend so take for example our current approach here with this approach we're driving 100 leads our sales team are qualifying roughly around 40 of these leads and in the end we end up with 10 final sales from this so overall with this approach we're getting a 10% conversion rate from the from the start of their the original number of leads that we were actually of the drive however if we were able to actually focus on improving that lead quality all we would hope to do is drive 100 leads have our sales team qualified roughly the same amount in leads or if not more because they're actually better qualified leads or they're better quality leads but what we would hope to happen in the end is that we actually increase the conversion rate so we increase the final number of sales that we've got from that original number of leads so our final sales is parity which our renewed focus on the Equality and what that means is that our conversion rate goes from 10% all the way up to 30% so what does this mean for the business improving equality helps you to close more sales which will ultimately help you to actually improve your return on adspend as well as reducing organizational costs of qualifying the leads themselves and think about it as well if your sales teams are taking a hundred leads and these leads are now of better quality than the where before and they're able to sell more product or services based on these new higher quality leads it's probably going to  make them a lot happier as well so you're probably going to  have a happier sales force as a result of it so what we're observing from talking to advertisers and from talking to Legion companies within this type of business is that there are two main focus is now solely Jen advertisers want to improve ly quality without actually sacrificing lead volume so in 70% of leader markers actually wish to improve lead quality or the quality of their leads and they say that this is the number-one business objective for their company however 55% of leader markers also say that at the same time as in proving the quality of the leads they also want to increase the overall volume of the leads so what we're seeing here is that there is definitely a renewed focus on improving the quality of the leads while also maintaining if not actually increasing the overall number of the leads that we're getting now there's a number of ways that we can actually do this okay in order to have a successful lead gen strategy we need to ultimately take a holistic approach and for any of you who have watched an Academy on air in the past or have observed a Google presentation you're absolutely right there is going to be a four-part framework coming your way now what does our framework look like today it starts off with measure now I'm biased I think that this is actually the most important part of the framework and probably measurement is one of the most important things you can do on Google Ads as well because it sets the right foundation for your Google ads and I say I'm biased because I'm a measurement and attribution specialist so for me this is absolutely paramount for any advertiser in the business you need to make sure that your measurement is set up and it's on point because with this measurement part it's going to  be allow us to do is optimize towards higher quality leads and this is where the rubber meets the road and we're actually going to  be able to improve the quality and the volume of sales that we end up getting we're also going to  be running through how you can improve your discoverability how you can introduce more prospective clients to your business and how you can take these prospective clients and also convert them so I will be running through some hacks tips and tricks in order to improve your conversion rate both on Google Ads but more importantly on your own website as well so we're going to  start with measuring the quality of leads so the fastest way to secure improve the quality is actually by improving your measurement so what do we mean by that I'll take this example here we have very few or even in some cases bad measurement signals what's going to  happen here is that we're going to  have poor or low quality leads now if we look to optimize on these leads and increase the volume of these leads what are we going to  end up we're going to  end up with more low-quality needs right the universities is if we can focus on actually improving our measurement signals and improving the quality of these leads so that we're actually seeing some good quality leads and then we increase the volume of these leads and live smart bidding to get to work here and optimize for these we're going to  be seeing more quality and better quality leads and hopefully at a higher volume as well so again and again the questions that I hear from Legion and advertisers and businesses is what exactly should I be measuring so before we go into what you should be measuring because remember every business is different and there's always going to be a different action that you're going to have to consider measuring and we are going to  be working with our tried and tested measurement funnel here to really drive this home and kind of give you guys a visual of what you should be measuring what I want to draw your attention to the left hand side of the screen here because these are two imperative dimensions that you need to consider as well and also that Google can drive value on so Google Ads are offers and offline conversion tracking components as well as on our sorry an online conversion tracking component as well as that offline conversion tracking dimension as well let's kick things off at the very top of the funnel so these are kind of like the softer conversion actions that we would hope to drive such as engage visitors so measuring page is visited we could be measuring newsletter signups brochure downloads or what I'm seeing a lot more of nowadays is actually white paper downloads as well you know those white papers when you go onto a lead gen website you put in some details to get in some case is a really tall provoking and well put together brochure download that you can actually use and learn from great way of actually generating leads for your business all of these would be things that we can actually measure using Google Ads conversion tracking online and these would typically sit at the very top of our conversion problem as we go down a conversion fun but also staying with what we can measure online with Google Ads we've got leads so again tried and tested in the lead gen space we've got phone calls which we can measure using the Google Ads forwarding number calls from websites call as conversions and we also have form submissions so again measuring when we have a successful lead submission through a web-based form so these are again at the upper half of our funnel everything here can be measured using Google Ads online conversion tracking however now we have the offline dimension okay and by offering what we mean here is that it's not necessarily offline actions as much as these are actions that can actually be measured with your own or even a third-party measurement structures such as a CRM tool so for instance here we have qualified leads we have marketing and sales qualified leads and what we do here is we're probably measuring these leads or the number of qualified leads that we get within our CRM system now there's hundreds if not thousands of different CRM systems I've seen people use everything from Google sheets or Excel sheets all the way up to the enterprise level Salesforce solution which can be expensive but is also a good option depending on how many leads that you're actually driving so what we can hope to use here is kind of amalgamate our offline data with what we're seeing on our CRM system with our online data and actually import these back into Google Ads for optimization so as I was saying we would have marketing qualified leads or as leads qualified by our sales teams that is something that we can definitely measure using a CRM system and then importing it back into Google ads and then finally we have the real deal here and this is actually where we see a lead being closed and a final sale so this is what we really want to be tracking here I guess and if possible probably want to be optimizing towards as well so imagine in my care insurance example the closed deal here will be representing when I actually purchased that car insurance policy so something that's probably being measured by that insurance company offline so let's look at the second dimension here which was offline conversion tracking so what's funny here is offering conversion tracking is a relatively old solution when you look at it in the context of Google Ads it's roughly about five if not more years old okay however for me and what I'm seeing is it's actually one of the most critical measurement solutions that we can offer to lead gen brands and businesses and I feel that every lead gen company actually should be using offline conversion tracking so firstly what is it offline conversion tracking will allow us to measure offline or otherwise untrackable conversion events up to 90 days after the click and that 90 days is crucial if we try to upload or import conversion events that are older than 90 days we will simply see an error so for your business if you're able to track a conversion event be it a qualified lead or a sale that is within 90 days from click to final conversion this is definitely the product for you so with these measured conversions what we can do is actually import them directly into Google Ads and this is what's going to allow us to gain a deeper and more granular understanding of how each online click drives offline actions through better reporting what we can do then with that is distinguish between the clicks and the queries that have led towards our lower quality leads and also the clicks in the queries that have brought the high quality leads and this is really important because with this level of insight and granularity we can make better budget allocation decisions as well as better bidding optimization decisions that's why this is actually such a powerful tool for légion advertisers so how does it actually work from board I guess the the technical standpoint as well as the customer flow when they're actually landing on your website it all starts with a click as in any good user journey a user comes through a Google ad clicks on the ad and at that point Google will assign that user with what is called a Google click ID or a giclee now what is a G Kayla GK is a unique identifier that allows us to link that customer with the original click that ultimately drove them to purchasing converting whatever the end action would actually be there so this G clade is passed into the users browser the user then on the website after clicking Trudi ad they will go to the lead form for example they will enter their details into the lead form the lead form will also capture that Cheeks it from that user's browser and once the user submits the lead form we can actually pass that G kid or Google click ID along with the rest of the users details that have been captured in the form for example the name the phone number the email address what they're actually looking for along with the G kid into the advertisers or your CRM or backend database again CRM here doesn't necessarily have to be an enterprise solution it can be something that you just have linked from your website new generation form it could be as easy as a Google sheets sheet that you're literally filling with the right template now once your sales team have kind of activated and I guess called back these leads what they'll be able to do is change the lead status within your CRM system which we can then output or export in the correct form format which I'll be going through in a little bit more detail later and then this data is actually imported directly into Google ads so the G cleared and the conversion action along with the conversion value if necessary is what we are importing into Google ads and that's what's going to allow us to support attribute that conversion back to a specific keyword or campaign and allow us to make a better budget allocation decision or alternatively allow us to leverage a smart bidding to start optimizing towards these higher quality leads because remember these are leads that have potentially been qualified by the sales team that we're then importing or alternatively there actually is that I've resulted in an end purchase or final conversion and so really really valuable leads and the signals that would be going with those leads would be over much higher quality and therefore when we optimize using smart bidding we will be optimizing towards better signals and hopefully getting better quality leads in the future so so I've gone too far here so here is an example of the conversion tracking template that you would typically expect to be able to import this exact template is actually available from the Google Ads front-end so you can download this from the upload section of your conversion settings section within the Google Ads front-end again here are the mandatory fields that we need to have so do a click ID absolutely imperative we need to have this otherwise it simply won't to import the conversion details and the reason why is because the kakugane fake ID is the key that links the final sale or the qualified lead with the click that actually drove that what we will also have is the conversion name so for instance here we might be able to actually import multiple different types of conversions so we might be importing our final sale alongside our qualified leads so we might be importing a marketing qualified lead a sales qualified lead and then the final sale all on the same Google sheet all in the same template but we distinguish the different conversions using our conversion F next up and kind of finally for our mandatory fields is conversion time and a conversion time is imperative because it allows us to distinguish between when potentially a user who has converted multiple times when we are importing these as multiple conversions if we have different conversion times this is what tells Google Ads that these were actually different conversions if we import with the same timestamp we will be importing essentially the same conversion and Google will create an er an error which will refuse to upload that particular conversion a couple of things to bear in mind here the conversion time is not the time of the click OK the conversion time is the time that the sale actually happened so we need to CRM system what you are going to need to tell the CRM to do were modified to do is to apply the timestamp of when the lead status changed to either the marketing qualified lead or to the final sale when that actually went through the second thing I want to draw your attention to is the time stamp here I would highly recommend if you were interested in going and adopting offline conversion tracking that you read up on the Google Ads Help Center article and specifically on the time stamp because this time stamp is a us-based time stamp and therefore it may be a little bit more tricky for our brands and advertisers outside of the US in terms of formatting this to just pay close attention to that it needs to be formatted in a certain way or else it won't actually be able to upload it into Google ads and we will see an error happen within the Google ads front-end also will mean that is not mandatory but is highly valuable if you are considering using for instance a smart bidding solution such as target turn announcement it would be highly advisable to also import conversion value as a separate column if we have conversion value then we will be able to optimize using a smart billing solution like Tiger return on adspend so that brings me nicely on into how we actually optimize our measurements to drive these high quality needs so what's important here is that you are bidding to your most important conversions okay when I talk about most important versions I'm talking about the conversions which are most closely reflecting the revenue that we're driving so in this scenario here what we're looking at is a closed deal because the closed deal is what ultimately allows my business to make money okay so again in the example of our care insurance company it would be when a policy a care insurance policy is actually bought however what I would say here is that you do need to balance when you are thinking about using a smart bidding solution and optimizing with smart bidding you need to balance the conversion that you're going to optimize towards so it being like a high value at conversion or more important conversion with some of the basic requirements and recommendations for smart bidding and they include especially for target robust the volume of conversion so you're going to  need for tiro us you're going to  need a higher than 15 conversions in the last 30 day period for that in the individual campaign so that's important to remember because I mean for our insurance company it may be a case that they're only actually driving 10 10 different policy sales in an individual campaign I'll be getting on into more detail into what they actually shall be doing in a little bit but an important consideration here is most definitely the conversion volume for a target cost per acquisition as well as maximize conversions you will actually be able to use zero conversion volume per month per campaign but for Tiger return on husband it's imperative that you have over that 15 per campaign for it to work well and for it even work better higher volumes will actually improve the performance of target return on adspend also what we need to be aware of here is that the conversion delay for your imported conversion needs to be below 21 days so previously I have said that it will only import the conversions will only import conversions within a 90-day period that's then to the fact that the Google click ID for privacy reasons will only be stored for the 90 day period however when we're talking about smart bidding smart bidding works better with fresher conversion data in order to improve some of the signals and optimize towards these fresh signals and improve data it needs to be within a shorter conversion period so we would say below 21 days a conversion period or even two conversion cycles depending on what your business conversion lag looks like in terms of how you actually check what this conversion time lag looks like for your business within the Google Ads front end you can go to conversions which is in the the tools tab you can select search attribution reports and then in the top left-hand corner you will see numerous reports one of which include the time lag report so within this one here you can see that the user is actually selected from last click which you'll see in the red personally I would probably go with from first it goes from first click actually shows us what was the time delay from the time that a user clicked to the time that that user resulted into a final sale or a conversion so in this case we can see that we're using last week but the average days the conversion is half a day so we're seeing also that 60% of the conversions are taking place in under one day but we would like to see is that over 90% of conversions are happening in under not 20-day period or 21-day period that we saw on the last slide so you can see for this specific account within six days all of the conversions are happening so that's making this dis account a really good option for a smart billing solution so as I mentioned earlier it won't always be possible to actually optimize for your imported conversions what if for example my insurance company only drives five conversions and conversions five conversions per month per campaign and these conversions are our final policy sales what do i do then in this case I need to take a more holistic view and actually look or perform so I need to look at what are the conversion actions that I could be tracking which are a little bit further up the funnel and therefore these conversions I would expect have higher volumes as well as a shorter time lag as well so making these more suitable or more appropriate for a smart bidding solution so within this example if I wasn't able to use my final deal or my closed deal I would probably look at optimizing towards American qualified lead or a sales qualified lead if I wasn't able to optimize towards that based on the smart bidding requirements I would look again at maybe conversion actions that are haven't important it but that I was tracking from the start such as phone calls or form submissions so in the event of we say for instance we want to actually optimize towards something it's important that we're actually adding that conversion action into the conversions column so when we add something into the conversions column such as our imported conversion here like a closed deal we're going to remove everything else from the conversion column so that we're still tracking it and we can still record the conversion data there within our accounts and we can view that campaign or a group level granularity or we were telling our smart bidding algorithm not to optimize towards that now how we can actually include something in the convergence column is simply by following these instructions here so going to the tools option within the Google Ads front end clicking on measurements back or in under the measurement section you will see conversions you click on conversion action and then edit settings and then finally just select the box here for including conversion column or alternatively if you're looking to take it out of the conversions column you can just unselect it here so we have a couple of different scenarios here to really kind of make this point vividly vividly here for you as to what you should do in different cases okay so scenario one we see that our company has a higher sales volume and a shorter sales cycle so for example they're seeing their sales cycle is roughly ten days long and they're getting approximately 100 conversions per month these are the absolute perfect criteria for using smart bidding and optimizing towards our imported conversion which in this instance is our closed deal and the reason for this is the short sales cycle and the high sales volume so in this instance I'm going to be selecting the option for include in conversion column from my clothes deal and I would deselect including conversion volume for all of the other conversion actions again we're still going to  be tracking this data and recording this data and possibly making budget allocation decisions based on this data but we're telling our smart bidding algorithms to only optimize towards our closed deals which were importing scenario two so we've got a lower sales volume and a longer sales cycle so probably not ideal for optimizing towards our closed deal considering that it's a sales cycle of three months as well as the sales volume of only thirty per month and a clicked American qualified lead of seven days so in this instance because our sales cycle for the American qualified leader sales qualified lead is significantly shorter than that of the final purchase it means that we're going to add our margin qualified lead or our sales qualified lead into the conversions column and tell our smart bidding algorithm algorithm to actually optimize towards this specific conversion action we would move a closed deal from the conversions column out of the conversions column alongside our phone calls and form submissions I would probably use the data on the closed deal information to make better budget allocation decisions and identify what campaigns and ad groups are actually driving those closed deals and maybe allocating more budget towards those and those types of campaigns well ultimately we're telling our smart bidding algorithm to optimize for sales qualified leads so scenario 3 we're seeing kind of again less than ideal conditions for optimizing towards our imported conversions here so in this instance we see that we have a sales cycle of 3 months or 3 months between the first click and the final sale and we have a sales volume of roughly 30 per month but I clicked a margin qualified lead is actually 3 weeks which is just kind of there or thereabouts or even pass kind of the ideal case for using smart bidding so in this instance we take our clothes deal American qualified lead and our sales qualified lead as well as the other conversion actions such as engaged visitors or at white paper download and we move those outside the outside of the conversion column we're still going to track it but we're telling our smart bidding algorithm to only optimized towards phone calls and form submissions so they are the ones that we are including in our conversions column you might be asking ok so I previously had and was optimizing towards phone calls so why what was the point in this case of importing conversions that all if I'm not going to  be optimizing towards them the reason for that is that by having the imported conversion data such as the closed deal or the sales qualified Li lead conversions within our Google Ads account again we're going to  be able to see what keywords what our groups while campaigns are driving those types of closed deals or those types of marketing qualified leads and we're going to  be able to make better budget allocation decisions of the back attack finally scenario 4 is where we just have a no-go area and offline conversion tracking is not possible or feasible for instance if you're seeing that there's absolutely no way to import a conversion that is below the 90 day requirement and for whatever reason and for that reason we can't actually import conversions in this case we're going to optimize towards the next best most important conversion action which is again slightly up the phonee but it's going to be our phone calls and our form submissions that were tracking using online conversion tracking we're also going to be tracking even higher upper Morial perform of conversion actions such as engage visitors but we will pretend she chose to leave that outside of the conversions column so there are four main types of scenarios what we need to decide now is what bidding strategy would actually work best for our business so we have treatment bidding strategy types we have maximize conversions which drive as many conversions as possible within your specified budget what I would say here is if you are switching on maximize conversions just make sure that you do actually take a look at what your specified budget is especially on those legacy campaigns which have a higher at the normal budget allocation because for whatever reason our Google Ads wasn't able to spend that amount of budget you can be certain that maximize conversions actually will spend that budget so again if if necessary revised your budget Bay if you are using maximize conversions our second bidding strategy would be target cost per acquisition so target CPA allows you to attain as many conversions as possible while also maintaining your target costs per acquisition finally we have target return on adspend so again this is probably our most advanced smart building solution given the I guess the number of conversions that it does actually require in order to implement it so again that is 30 conversions or over 15 conversions and it's 30 day period on an individual campaign so the goal of this smart bidding type is actually to get the highest conversion value possible at your target return on adspend what I would definitely be suggesting here is if you are interested in using target return announcement again make sure that you're importing conversion value conversion value is an optional column that you might add to your template or to your CRM output I should say but unless we actually use that conversion value column we won't be able to optimize for its higher OS so it's an important consideration when you are modifying your CRM to export that you are exporting the conversion value there as well there are three main types of converter of smart building solutions that we would use use on the likes of an imported conversion so what we're going to move on to now is how we can actually improve our discoverability with potential and prospective customers and how we can actually drive higher quality leads so it's no secret Google can help you find high quality leads who are most likely to convert I'm going to  be going through a couple of specific formats as well as targeting options which will make it easier for customers to get in touch with you using the right Google Ads for my and also targeting the right audience so let's take a look at what these formats might look like and what is the best way for us to leverage Google Ad Solutions in order to make it easy for customers to actually get in touch with you and in order to drive more leads so what I'm going to show you is probably are mostly Jen specific formats so firstly we have called only ad so call only ads do exactly what it says on the tin they are an ad format which allow you only to call so ideal for a advertiser who doesn't necessarily want to drive traffic to the website but our well set up to actually manage the inflow of calls coming from customers potentially they have a call center again absolutely not necessary but for a business who's looking to drive only calls and who's able to have a high conversion rate based off calls this may be actually be a good solution for them next up we have call extensions again call extensions are purely just an ad extension that allow you to call from the ad itself if you're on mobile so we can leverage this call extension and actually track the number of calls that are coming in from these ads as well so again useful for any advertiser looking to drive the number of calls that are coming in to their business it appears as an ad extension as well where it's called only ads actually purely just appears as a click to call icon for a user to click and call off their phone last of a relatively new ad extension and that is our message extension so the messaging extension is an interesting one in that we can present to the users an option to actually click the message your business we can then link that message extension with an email address which works really really well in the instance that potentially you have a designated point of contact within your business to actually feel these messages and replied to users in real-time making it a really seamless user experience and allowing users to actually get timely information from your business as well so message extensions are definitely a good one especially where we're seeing so many different messaging bots on websites to allow for that the constant flow of dialogue between users and companies let's take a look at a brand new format which is actually still in beta if you want to hear more about how you can actually get onto this beta you can talk to your Google Ads account manager and these are the TrueView fraction formats so you may or may not have heard about a truly fraction and essentially these are their skippable pre-roll ads that appear before YouTube content but are specifically looking to drive drive action and drive performance for your business so the way that these formats actually work is that a user comes on to YouTube they have the option to actually click for more information so send me more info here and what will happen is once they actually click on that send me more info they'll see a drop down form which is pre-populated with the users details already so your name and your email address the reason why that's pre-populated is that it actually pulls from you're logged in account details so again making it a frictionless and fast experience for a user to actually receive more information just off the back of looking at your YouTube for action ad so that is how it works and what we're going to look at now is how you can actually tailor your ads to your customers using something that you've probably heard a good bit about at this point and that is smart creatives so Tremayne smart creatives that we have at the moment to across search one across display and they are responsive search ads dynamic search ads and responsive display ads so starting for us with the RSA's or responsive search ads these are great because they allow you to supply up to 15 headlines or four descriptions as your assets and then what will happen is responsive search ads will put together hundreds and thousands of combinations of these headlines and descriptions in order to identify what is the combination of ads that works best in terms of converting with users so it will identify the highest converting combination and then optimized towards conversions using that combination of that secondly we have dynamic search ads so dynamic search ads have been around for quite awhile now and these allow for a user to actually make a search on Google search and what will happen here is that dynamic search ads will actually crawl through the website and where the where the advertiser doesn't actually have a keyword in place to capture and present that out what will happen here is that they see the dynamic search ad will actually pull from the advertisers website itself and populate and customize a headline as well as a custom URL or landing page that's relevant for that particular search so all are generating the ad with customized headline and directing that user to the most relevant landing page so again where I've seen this kind of work really well is specifically where kind of content heavy web sites so you can imagine for instance with the likes of a travel agency who potentially has really really good descriptions around all of the different travel options itineraries and holidays that they might have and they might be offering and instead of trying to kind of build live at the hundreds of keywords that would be necessary in order to try and capture intent for each of those different products or services by leveraging dynamic search ads you're kind of putting your content to work allowing Google to kind of crawl through that content and then present to the user the most relevant headline and landing page based on their search which your keywords might not necessarily have captured so then moving on to the display we have responsive display ads which work a little bit like responsive search ads only on this place of what you are providing is you're going to  be providing your logo you're going to  be providing your headline your description and then yeah logo description and the headline and what happens here is that Google will actually optimize again towards the best combination so you're talking about billions of combinations of these different assets and it'll find the right combination that drives the highest conversion rate to your business so in terms of reaching the right customer along the customer journey Google Ads also offers some excellent targeting and audience options so let's just take a quick look at what those audience audiences actually look like in terms of expanding our reach if our goal is to actually reach more customers a really good one here is custom intent so again this is kind of sitting a little bit upper funnel and what this allows us to do is target users who are actively shopping or actively searching for a product or service and it does this by finding like I guess within specific groupings based on the URLs or certain keywords that you wish to target so for instance with insurance or travel packages or university programs you will be able to put together custom intent audiences for to actually target next up coming down the funnel a little bit here so getting a little bit more targeted we have similar audiences so again this is to increase your reach and reach new audiences that you previously have not managed to connect with and you would use this leveraging for instance email addresses or your marketing list and telling Google that you want to find similar audiences through these particular lists so really handy in terms of expanding your your reach there next when we are looking to re-engage users so this one has been around for a while and this is remarkable so any users who visited your website a specific page on your website or have carried out a specific action on your website so if you can imagine if my insurance company knows that I've converted because I've reached the tankey page of the policy that I bought potentially they want to use that me on that remarketing lists and Tigard that remarketing list if I was to come back and actually search for the likes of house insurance so really good at re-engaging audiences and kind of identifying opportunities for upsell or cross-sell and then finally we have customer match so again sitting at the very bottom of our funnel really good as well for legion advertisers who are capturing a lot of email addresses because we will actually be able to use these email addresses to create a specific list so Google will look to match these email addresses create a list that we can ultimately down tie in with specific content within our ads so great for kind of I guess promoting brand loyalty getting current using customers upsell to a newer package across sell to another package as well within our business and again yeah really good for retention so finally we're going to  look at how we can actually convert our new leads into customers so this is moving a little bit away from Google Ads and kind of more around user experience as well as how we can actually filter out spam or fraudulent leads so how do we actually increase the conversion rate and get more qualified needs so there's three things that we need to remember we need to remember that you can refine your overall user experience to drive interested cause consumers to convert you can also improve your webform to reduce low-quality or incomplete submissions and then you can put measures in place to prevent as I said the spam leads or fraudulent or abuse acts actions on your website so firstly let's take a look at user experience and how you can actually keep quality prospects engaged throughout the user journey on your website so the first thing that we need to consider is the water and that is placing a clear call-to-action above the fold so what do we mean by call-to-action in this example here we see that your future starts today learn more about our courses and choose one that is right for you so really clear call to action but more importantly it's the first thing that I see it's sitting above the fold in my eyeline it's not something that I need to scroll to find out this is pride of place within your UX on your website so making sure that your call to action is crisp and snappy and is really kind of appealing for that user next up we have the Hawaii so this is going to  be our value proposition and our body public proposition needs to be very very clear so why enroll today ranked top 30 University in 2018 so again you're in this example the value prop is very clear it's give me a good understanding of why I should actually go with this particular course provider and it's again sitting above the phone for me so I don't need to go looking for it I don't need to scroll for it it's right there so I'm interested clearly this provider does some good courses I really want to find my future today let's talk about how I can actually go about that and in terms of the how you need to make sure that you're offering an easy path to connect with your user so that your user can actually connect with your business and you can do this using a web-based form or allowing the users actually call directly from your website again in this instance the part is really clear I can see a button here that I can click on which presumably will bring me to a owner a chat bot or potentially a web-based form that I can actually fill out and talk a little bit more about potential courses that I can avail of with this advertiser so let's look at how we can prevent spam on you your web-based form and on your website and this is using again an order tried-and-tested solution which is reCAPTCHA so recapture has actually come a long way from its early days of trying to figure out and solve different puzzles on a advertisers website or any brands website I should say so we now have various versions of recapture the version that you're going to  see here is what is called recapture version 2 and this simply allows a user as they're filling out your web-based form to just click a box and confirm that they're not actually above or any sort of spam robot what-have-you so what's going to  happen here is once I click on this recapture identifies that I'm not about it allowed me to submit the form and then the lead will actually go through if I'm not able to click the hit the box because I'm a robot presumably what's going to  happen here is that it won't allow that lead to go through so time and time again what I'm hearing from businesses is that they're in boxes and the serums are just overflowing with spam leads the issue with that is if we have spam leads and we're trying to optimize it towards these as conversions again it comes down to garbage in garbage out so we're optimizing towards bad leads and therefore we can expect to get more about this so what we need to do is I should just completely prevent spam leads from reaching our inboxes and reaching our CRMs and we can do this by implementing reCAPTCHA which is a free to use solution and you can simply find it by google searching reCAPTCHA and on the web developer Docs and guides there's some pretty straightforward easy-to-use instructions on how you can actually implement that for your own website so all of this together we kind of like you're going to  conclude which is a bit of a case study or case study is from us-based lear capital which i believe are a precious metal reseller but their capital were actually able to increase the number of new qualified clients using machine learning so using smart bidding as well as first-party data so they're actually able to increase the lead volume by 79 percent year-on-year as well as increasing the overall conversion value by six percent year-on-year and they did this by again focusing on high quality leads so focusing on importing the right conversions the high quality conversions are there they the final purchases from their CRM system directly into Google Ads and then leveraging smart bidding or in what we see here machine learning algorithms that actually optimize towards these higher quality leads to allow them to find more high quality leads and improve their overall conversion value so a really good case study that we see here from pink with Google I believe this is based on so in summary what's actually happening what have we gone through so in summary what you need to do is measure offline conversions because when we're measuring offering conversions this is what's going to allow us to measure the high quality conversions that really we're going to  want to optimize force we then bid towards these most important conversions this is going to  help us actually discover new leads and then finally where you can convert these prospective clients in snoo customers so with that draws to a close kind of how we can actually hope to drive higher quality leads within this session of Academy are air we have a few minutes left night to go through the Q&A; so if you haven't got your questions in yet I would suggest putting the questions and now I'm going to  take a quick look at some of the questions that we've got in here oh the the be a fee that I can answer so one question I have here is is the conversion time like dashboard that I presented earlier available in Google Ads dashboard or was it in a CRM system so good question the conversion time lag report is actually available within the Google Ads front-end so what you're going to need to do to find that is actually click on the tools icon and then underneath and measurement you will see search attribution reports you click on that and then within the top left-hand corner of your screen you'll be able to see a number of attribution reports you'll see the conversion path report as well as the conversion time lag report again what I would recommend you doing is setting your conversion window to 90 days selecting the conversion action also that you're hoping to optimize towards and also selecting first click so you want to be measuring from the time that a user first clicks on the ad to the time that they convert and that's going to  give you a good idea of the right conversion lag okay what other questions do we have here ok great so couple of questions are actually in here around offline conversion tracking and around you how do we actually capture the naked so the G trade firstly is enabled by enabling auto tagging within the Google ads front-end so what you're going to  want to do here first of all is your account settings within Google ads and just make sure that although tagging is enabled and this is what's going to allow us to actually apply the gene chlid to the user once they've clicked on our ad so what happens here is that we also have to implement two different lines of code or tag on our website in order to capture this gene kit so both of these lines of code are actually available within the Google ads Help Center so if you google google ads Help Center and then search for offline conversion tracking you will see a full description of how you can actually implement this offline tracking solution the two codes I mentioned one goes at a site-wide level you can use Google tag manager to implement this and this particular code is going to hold and store the Google click ID in the users browser and it's going to allow us actually follow that user across the website and then the second line of code I guess put directly into your need form or your website based form and you also need to create a hidden field in that form so the reason why we have two tags here is the second tag actually captures the google fake ID from the user's browser which we were creating with the first code and it will hold the Google click ID in a hidden field that your user won't actually see along with the user details that they just imported and then once they click Submit all of that details will go directly into your CRM system and what we would expect you to do then is format that in such a way by using the template that's available in the Google Ads front-end so download that template make sure that your format in your CRM output in accordance with that template and then that's what's going to  allow you to import it directly into Google ads okay let's see what else I have up here so is Google fake ID a default parameter or do you have to include it in your tracking template again the Google fake ID you don't have to include in your tracking template so I guess that would be a default parameter it's activated by enabling auto tagging within your Google ads and then it will automatically apply the Google click ID which is looks like 100 numbers or up to 100 characters it's a unique identifier and then that sits within the URL when the user clicks on the ad so you don't need to include it in the UTM parameters are within the tracking template okay that brings to a close they're pretty much covered a lot of some questions here again around that the Google kick ID I think I've covered that my number one recommendation there if you are interested in in offline conversion tracking go onto the Google ads Help Center search for offering conversion tracking there's a really good description there on how you can actually implement it from start to finish and then you can leverage Google smart building solutions in order to optimize towards those imported conversions so really cool really powerful tool it's know for a while I believe only Jen advertisers should actually be leveraging offline conversion tracking so with that we're just over time so we're going to  wrap it up would like to thank you very much for joining us today for our Academy on air which has been all about how we can actually drive higher quality leads for our lead gen business so we'll sign off there thank you very much for your time and have a great day  
Today we are going to be talking about how you can drive quality leads with Google Ads so let's take a quick look at today's agenda we've got a good one for you so we're going to  be looking at how you can develop a holistic lead gen strategy and then we're also going to  be looking at how we can measure lead quality because we all know know that quality is the key to lead gen success it's no longer just a volume game we're also going to  be looking at how we can optimize towards some important touch points we're going to  be taking a quick look at also how we can discover new and quality leads and then finally we're going to  be running through how we can convert these leads into new customers and then with our last few minutes we're also going to  be running through a Q&A; so please feel free to add your questions to the question box for the comment area and hopefully we will have enough time to get through a good few of them at the very end. 

48 leads so far this month (5 days) from 94 Google Search clicks.  On average the salespeople sell 25% of the conversions at $350 each making $4,200.  If the customers renew their insurance for 3 more years that totals out to be $12,600.  

Adwords will overspend your account, this script will stop your campaigns when you have reached your daily budget.

function main() {
  
  // GET THE TOTAL SPEND OF THE ACCOUNT
 var costReport = AdWordsApp.report("Select Cost from ACCOUNT_PERFORMANCE_REPORT DURING TODAY");

  var reportRow = costReport.rows().next();
  var totalCost = reportRow["Cost"].replace(',', ''); // Remove thousand separator
  
  // PAUSE THE ACTIVE CAMPAIGNS IF THE BUDGET IS REACHED. REPLACE "XXXX" WITH YOUR BUDGET.
  if (totalCost > 400){
    var campaignIterator = AdWordsApp.campaigns().withCondition("Status = ENABLED").get();

    while (campaignIterator.hasNext()){
      var campaign = campaignIterator.next();
      campaign.pause();
    }
  }
}

Think you are due a refund for bad clicks?  You can fill out this form and Google will look into it.  It takes a few weeks sometimes to get a response.

https://support.google.com/adwords/contact/click_quality

​Question:
What is correct Way of adding Negative Keywords ?

Answer:
There are a number of similarities between how the match types react. As with your positive keywords, you can add negatives as broad, phrase and exact match. While matching behavior is largely similar with your negative types, there are a few key differences.

The biggest difference is that negative broad match won’t exclude queries that are synonyms or close variations of the negative keyword. It will only exclude queries that include all words within a keyword, irrespective of the order in which the words appear.

Read this link for examples and a better understanding:
https://support.google.com/adwords/answer/2497836

Also
http://services.google.com/fh/files/blogs/google-keywords-to-the-wise.pdf
​

Question:
​
I am having an issue. I went to "Campaigns -> Networks -> Exclusions -> Manage IP Address exclusions (advanced)", and I entered in my computer's IP Address. I used * in the fourth set of numbers in order to block out the whole area in case my computer changes IP Address. However, immediately after creating that exclusion, I google a keyword and saw my ad.

Why isn't it being blocked? Is my computer changing IP Addresses? If I did this for another IP Address , would it work? Does it take time for the change to take effect?


Answer:

I have performed an experiment myself.

• Excluded my IP as described here: http://support.google.com/adwords/bin/answer.py?hl=en&answer=61493, after I checked it with whatsmyip.org.
• One minute later, the ad was still showing
• 45 minutes later, the ad was no longer showing, on the Search Network (that's where I can test)
• In the Ad Preview, however, the ad is still showing, as it ignores IP exclusion (which means that if you want to spy on your competition, you have to use the tool, not regular searches where they may block your IP).
  ​
  

Question:

Hello  I want to increase traffic on my website.... Can anyone help me????

Why not take a step back and develop some actionable goals for your website and business.

Sure, you can send 1,000,000 visitors to your site, but what have you received in return? Were those people who were interested in what you have to offer or did they accidentally click an ad while playing a game on their phone. Perhaps the better question to ask is, how do I increase sales on my site? - or how do I increase relevant traffic to increase sales? Only you know the answers here.

If you take one of the latter approaches, as previously mentioned there are numerous tools to go about executing your marketing strategies.

Unless you somehow just get paid from visitors, a smart strategy, driven by goals, is the starting point to see any sort of success.

You can also look at Google's SEO Starter guide to get and idea of how to get customers naturally.

Discover 3 types of remarketing tags you can use & how to add it across your entire site. ​

Question:

How can we target specifically Windows vs Linux vs Macintosh? This is a feature, right?

At least I can't imagine that such an extremely important and easy to implement (Browser user agent string.) feature does not exist.

But I found no way or documentation of how to activate it. (I did find how to target desktop vs tablet vs mobile, that's not the issue.)

I hope this isn't a magical crass oversight caused by the general notion that advertised software is to be available cross-platform.

Answer:

​You can indeed target by operating system - although these options are only available for Display and Video campaigns. 

Keep in mind that you can choose to target only Android, iOS, etc but you are limited to mobile operating systems only and cannot choose targeting for Desktop OS.  For more information check out the following article: https://support.google.com/adwords/editor/answer/1211190?hl=en

What you could do is create a smart remarketing list in Analytics based off of operating system and remarket accordingly (although not allowed for RLSA remarketing). 

Here's a great article on creating remarketing lists in Google Analytics: https://support.google.com/analytics/answer/2611404

Google Stat:

When looking for new keywords, remember that long tail can some times be too long. Compared to shorter keywords (those with two to four words), keywords that contain five words or more drive less than half the volume of clicks and impressions on average. It’s a similar story for keyword character length — keywords with 30 or more characters (including spaces) also drive fewer than half the clicks and impressions on average than shorter keywords. Longer keywords take more effort to define and deliver less than half the volume, so spending time on them may not be in your best interest.

Did you know that Ad Extensions can lead to improved conversion and a higher Quality Score?

Ad Extensions make your PPC ads stand out and they also offer users more options, so it’s no surprise that they increase CTRs and interaction with ads. Some examples of extensions are click to call phone numbers in mobile ads, sitelink extensions and offer extensions, which give users printable coupon for offline use. Studies show that things that don’t match stand out to people (like a sweater and a bathing suit, or so my friends keep telling me) so if you’re using Ad Extensions, your ads are more likely to be noticed and clicked on.

Extensions don’t cost anything extra*, and since they traditionally do increase CTRs, it’s possible that Google automatically bumps up your Quality Score when you use them. Google plays it pretty close to the vest about how scores are calculated, so this is speculation based on what they have admitted. However, even if they don’t automatically factor in the use of Ad Extensions, extensions do improve CTR, which means you’re likely to get the score boost either way. 

There are no additional charges for extensions right now, but you’ll still pay for a click if someone uses the click to call feature or clicks on a sitelink instead of the main ad.

1. Have a campaign dedicated for the specific event
Keep your normal campaigns running, or pause them at this time of year, but its a good idea to have a separate campaign. As you’ll be putting a lot of effort in for the season it’s recommend you create this as a separate new campaign. This will allow you to have a specific budget allocated for the period, and will let you use this campaign the next year if it performs well. You'll just have to reactivate the campaign in a year's time.
 ​

2. Use Historical Data
Hopefully, when you’ve run campaigns for seasonal events in the past you’ve recorded every conversion and page view! Go back and review that information. Did you have specific times of day, or areas in the country that converted better than others last year? Why not add in specific location targeting and/or enable ad scheduling, and implement bid adjustments to give those places and times a boost! What did you spend last year, and what was your return? You may want to consider this information when setting this years budget.
 

3. Shopping Campaigns and Mobile Bid Adjustments
The AdWords landscape changes so much in 12 months. Last year you might have ran a successful Search campaign, and maybe even a Display or Remarketing campaign, but this year make sure you are taking advantage of Mobile and Shopping Campaigns. Target those last minute shoppers with mobile campaigns, and get them into your store (think Location Extensions, Location bid Adjustments and Call Extensions). Shopping campaigns are a great way to get your products infront of people who are looking for them with rich appealing images. New to Shopping Campaigns? Get started here.


4. Consider your Budget for this time of year
Short term investment for long term gain? While it may seem crazy to raise your budget above what you normally spend, remember that, if you have put the time into creating a well structured campaign, the return on investment could be great! A smart way to control your budget is to set up an automated rule to increase your budget based on a certain condition, such as daily conversions. If you have a target cost-per-conversion and you see that some campaigns are doing better than expected, you may wish to allocate additional budget to these campaigns. An automated weekly rule could do this for you: for example, you could create a rule that any campaign with over 10 conversions and a cost-per-conversion under $5 should receive an additional budget of 10%. Note that setting a maximum budget is recommended as a precautionary measure. Read more about automated rules and setting them up here.
 

5. Customers might be searching differently, and looking for different results!
Lets say you are a restaurant. On any normal time of year you probably have a campaign that has keywords like ‘fine dining’ or ‘italian restaurant’, which is exactly what your customers are normally looking for. Consider changing your keywords, or creating a new AdGroup/Campaign to target those customers looking for ‘romantic restaurant’ or ‘set dinner for two’ or ‘three course champagne dinner’. An online retailer might normally have keywords that describe their products such as ‘ladies jacket’ or ‘mens watches’, but at this time of year people might be looking for ‘romantic gifts’ or ‘valentines day present ideas for my girlfriend’.

Also consider your ads! Every-day ads might not cut it in terms of drawing the customers eye at this time of year. Try ads that read “Romantic Setting”, “Now taking Valentine's Day reservations” or “Complimentary champagne with dinner”.


6. Don’t wait until the last minute!
Never leave things to chance. Get that seasonal campaign created, and the ads approved. Have everything ready to go with a future start date in place. Using remarketing for the first time? Don’t wait for the day before launch to place the code on your website, get it on your site in advance. Using Google Analytics or Conversion tracking to measure the results of your campaign? Make sure its set up and recording well in advance. Cross all your “t”s and dot all your “i”’s well in advance to enjoy that special day with your loved one!

Question:

I want to block the search term "South Africa" but not any search term that has more then South Africa .. example South Africa Information/products/trips/flights or anything like that..  

I just don't want me ad to be shown if the user is just searching for "south africa"  but all my keywords contain the words South Africa  

If i add "South Africa" as a negative exact, will it block South Africa Products for example?   

Answer:

Negative exact will only block [South Africa] and nothing else. Negative phrase will block other terms containing "South Africa".

So if you want to block the term [South Africa] and only that term or Search query then add it as a negative exact.

When setting up a new campaign, or reviewing your performance data it’s important to consider how to bid. Whether is manual, automatic, or using one of the many flexible bidding strategies, you should understand how they work, and the impact they’ll have on your performance, and the time it will take to monitor and maintain your campaigns.

You can locate your Campaign Level bidding options in the Settings tab of your Campaign.

First, the basic options:

• Manual bidding: This is the default strategy to let you manage your maximum CPC bids yourself. You can set bids at the ad group level, or for individual keywords.

Launching a new AdWords campaign requires a lot of planning, since selecting the correct campaign settings is crucial to achieving your campaign goals. This article will give you an overview of some of the most important campaign settings that you should check and adjust before activating your new campaign.


The Basics

Campaign Structure

• Select specific keywords for your business and use keyword match types suitable for your budget and business goals.
• Create tightly themed ad groups with these keywords.
• Write compelling ad copy mentioning the best product features, discounts, offers, and calls to action.
• Create multiple ad copies in each ad group (3 ad copies in each ad group is a good start) and test them. Later you can refine your ad message once you determine which type of ad performs best.
• Select the most relevant landing page for each ad.

Campaign Type
You should select a campaign type that is suitable for your marketing goals. The default campaign type is "Search Network with Display Select" with a "Standard" sub type. The Search Network with Display Select campaign type is a good option for beginner advertisers, as this campaign type will help you to target both the Search and Display networks. But as Search network campaigns and Display network campaigns often need different strategies and optimization techniques, you may want to create a separate campaign for each network: one campaign targeting the Search network and another targeting the Display network.

Another setting you should consider is the campaign sub type. The default "Standard" campaign sub type will give you very limited functionality. Selecting the "All Features" campaign sub type will help you access more tools and options to optimize your campaigns, which will tremendously help you increase your campaign profitability in the long run.

Location targeting
Double check the location that you are targeting before launching your campaigns. You should select the specific geographic location where you want to run your ads. You can target a country, areas within a country (state, city, or province), or a specific radius around a location based on the available targeting options in your country.

Advanced Location Targeting
This setting is somewhat hidden in the settings tab, and this setting will be only available in "All Features" campaigns. You can find the advanced location options under "locations" in your campaign's Settings tab:

The default setting is to target "people in, searching for, or who show interest in my targeted location." With this setting, you'll be able to reach people who are likely to be physically located in your targeted areas, as well as those who show interest in your targeted geographic areas (who may be outside your targeted locations).

If you want to limit your ads to exclusively within your targeted location, then you should select the second option, "People in my targeted location."

You can read about all the options here.
​Advanced Settings


Schedule – Start Date, End Date & Ad Scheduling
You can specify a start date and end date for your campaign (You need to set your campaign to "All Features" to access this setting).
This is useful if you want to start your campaign at a later date or you want to end the campaign on a specific date (for example, when a promotion or offer ends).

Ad scheduling
Based on your or your client’s business requirement you can decide when you want to run your ads. You can specify certain hours and/or days of the week when you want your ads to show. You can schedule to run your ads only on specific days or only on specific business hours in a day.
You can also ad schedule certain ad extensions like call extensions. You can schedule call extensions to show only during your business hours.

Ad Delivery
This is another hidden option in the Settings tab. Earlier we discussed the importance of using multiple ads in each ad group. When you have multiple ads in an ad group, the Ad Rotation Setting will decide which ad is displayed, as well as the frequency with which a particular ad is displayed.

The default setting is "Optimize for clicks." This setting will give preference to ads that are expected to attract more clicks than other ads in the ad group, based on clickthrough rate (CTR). Google will try to show these ads more often than other ads in your ad group to help you gain more clicks.

When you are testing new ads in your new campaign, you should give equal preference to all active ads in your ad group. To achieve this you should select either the "Rotate Evenly" or "Rotate Indefinitely" option under Ad Rotation Settings.

Bids
Automatic bidding may look like a tempting option, but manual CPC bidding will give you more control over your spend. And be aware that enabling Enhanced CPC can increase your max CPC bid by up to 30% when optimizing for conversions.

Ad Extensions
Ad extensions show extra information about your business on your ads, improving your visibility. When two competing ads have the same bid and quality, the ad with the greater expected impact from extensions will generally appear in a higher ad position than the other. Ad extensions are also an excellent way to improve ad clickthrough rates. So use all the relevant ad extensions with you ad.

These extensions in particular can be used with almost any type of businesses:

• Sitelink extensions
• Callout extensions
• Structured snippets
• Call extensions
  ​
  

Negative Keywords - Adding negative keywords will help filter out irrelevant searches and eliminate wasteful spending. You can add generic negative keywords when you launch your campaign--for example, if you are not offering any free services or products you can add the word "free" as a negative keyword.

Tracking Codes & Linking AdWords and Analytics Accounts
Conversion Tracking: Accurately measuring your campaign performance is important for your success. Use AdWords conversion tracking to see how effectively your ad clicks lead to valuable customer activity, such as website purchases, phone calls, app downloads, or newsletter sign-ups. You need to add the conversion tracking code to your "Thank You" page or payment/order confirmation page to track conversions.

Double check the conversion tracking code implementation before starting the campaign. The code should be placed only on the correct pages; otherwise the tracking will not be accurate. For example, if you place the conversion tracking code on your landing page, then every visit to your landing page from the ads will be tracked as conversions.

Remarketing codes: Remarketing is a powerful way to target past website visitors. Add the remarketing code to your site before you launch the campaign and create custom remarketing lists as per your needs.

Google Analytics: Link your AdWords and Google Analytics accounts, and create goals and funnels in Analytics. Later you can use Google Analytics data to optimize your campaigns.


Check the Conversion Process
Before enabling your new campaign, check the entire conversion process again. If your campaign goal is lead generation, complete a test conversion by filling out the form. Make sure all the form fields are working and the "Thank You" page is loading correctly after the form submission. And most importantly, make sure you or your client is getting the lead into the inbox!

Question:

If I have an ad group containing one text ad and one image ad - can both ads show at the same time on a site if the "display site" has both text and image ads?

If not, perhaps I can make this happen by separating the text ad and the image ad into separate adgroups (with same keywords)?

Answer:

The answer is "no" for both ideas, I'm afraid.  For any given keyword (Search) or site (Display) only one of your ads will trigger at any time,
Google has very strict policies against even attempting to do this - known as "double serving" - see below:

http://support.google.com/adwordspolicy/bin/answer.py?hl=en&answer=14179​

Question?

broad match terms if I have

google widget 
google widgets
googles widget
googles widgets

Are these terms redundant with broad match? 

Answer:
Broad matches match any word in the keyword and can often match plurals so in essence all those keywords compete with each other.  A search for "widget" could trigger any of those keywords, for example (although it is more likely, I think, to trigger the singular).

Broad matches are really only ever effective when the keyword(s) used are very distinct and, preferably, unique.  For example, broad matches can work well with specific model numbers that can only possibly be one thing (like an HP printer, or a Sony TV), or for other terms that are tightly focused.  

I would strongly suggest you move to phrase or even exact matches as soon as possible, otherwise your ads will be receiving impressions for every search for "google" or "widget", which will be a huge number, giving terrible CTR and very low relevance.

Another version of Broad match - Modified Broad - is starting to impress me, though. It can still pull a fairly wide variety of searches, but sometimes that's what I'm trying to do, and the modification means that wildly inappropriate (for my purposes) searches are much less likely.

A discussion of match types is available here:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=175280

Question:

I have a campaign using managed placements successfully showing ads on a number of specific sites and providing a good enough click thru rate. However, all the traffic hitting my landing page are mobile browsers.

I have the campaign settings to display to all devices. If I restrict this to only computers, then I get a hundredth of the number of impressions. The sites I am targeting for my ads are not mobile-specific (I will link them here if that is allowed?). So what is going on? What settings am I missing?
Answer:

There can be a few scenarios as to why this may be happening.  But first lets see if your ads were eligible to be shown more often in those managed places, but for some reason adwords choose to not display the ad.

We will add some "competitive metrics" data into your regular dashboard.
Click on the "campaign" or "ad group" that you contain these managed placements.
Click on "Columns" then "Customize columns" (Should be around the middle of your screen)
Add [Competitive metrics] / [Impr. share]
Add [Competitive metrics] / [Lost IS (rank) ]
Add [Competitive metrics] / [Lost Is (budget) ]
and then save.


You should be seeing a lot of percentage signs under those 3 columns.
If you are showing a low percentage for "Impr. Share" then we need to check why.  Check the Lost Is (rank) and Lost IS (budget) to determine which is the cause.

From experience, my guess is that other advertisers are being displayed ahead of you for non mobile users (Low imr share & high Lost Is (rank).  Some may have opted out of the mobile network, which could explain why most of your traffic is coming from mobile.


​You will need to bring your ad rank up
1. Increase your bid
2. Fine tune your ad text to bring the CTR up
3. target only the most relevant pages / keywords on those sites
4. A combination of all the above.  Increasing your bid will most likely show if the hypothesis is true or not the quickest

Question:

If Im bidding on the term Orthodontist for Chicago... do I want to bid on Chicago orthodontist or
orthodontist ? 

If one or the other why? And should I bid on both? Both are broad match, and both are in the same campaign targeting Chicago. 

Answer:

I would bid for the following. +orthodontist (This will cover all variations, including plurals and prepositions, e.g. to orthodontist, ) AND I will target Chicago by location and by intent : Anyone physically in Chicago searching orthodontist(s), OR outside Chicago searching on Google.com for orthodontist(s) in Chicago, - will get to see the ad.

Targeting by intent is a great tool, that allows advertisers to cut the number of KWs by removing geographic names from the KWs list,- minimizing the KWs list to only the core KWs, without names of surrounding towns. 

From AdWords revised targeting help article

"this means we can show your ads to anyone who shows interest in your targeted location. People can show interest in a location by including the name of the location in their searches,"

Question:

Would it be possible to use only one keyword for an Adgroup?. (Ex: german shepard puppies for sale). I did a search for my related keyword using the traffic estimator, and it was estimated I'd get spot 3, and 2 or so clicks a day. I'm primarily selling/offering high end services, so, I wouldn't need that much traffic.

Answer:

Yes, you don't have to have more than one line of keywords in your ad group.  Note, though, that the keywords in your ad group correspond to search queries depending on your match type.  You'll want to think about what kind of match types you want to use.  In particular, make sure you understand the difference between broad matches and modified broad matches.  See:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=6100

If you use any match types other than exact matches, check the search queries on a regular basis and make adjustments as needed.  See:

http://support.google.com/adwords/bin/answer.py?hl=en&answer=68034

Question:

 I want to keep my PPC landing pages out the organic index but let Adsbot-Google find the page. Will this meta tag work?
<meta content="NOINDEX, FOLLOW" name="ROBOTS">

Answer:

I generally use robots.txt files to set up my indexing rules

You can block PPC pages from all indexing while allowing indexing of the rest of your site:

User-agent: *
Disallow: /ppcpages/
Allow:/

And then make an exception for adsbot-google for the same pages/directory

User-agent: Adsbot-Google
Allow: /ppcpages/

You have to make sure you grant access to Adsbot-Google or your ads will not run.

Webmaster Tools is a great place to work on/create a robots.txt file.

I know this doesn't address your question directly but it is an alternative that you can employ to achieve the same result.

Here is more information about using meta tags how you have outlined.