5 Nifty Pay Per Click Features

Editor's Notes

• #5: So we’re a small company, but we have a lot of love for the travel industry which really appealed to to me when I took the job 4 years ago because well, I love travel and I was going to be able to become an expert in the field, not just a jack of all trades Reservation software is the foundation of the company and we’re currently in Beta testing for the new reservation software release which is expected to launch in the next few months Online booking engine includes a desktop and a mobile booking engine Website design services include custom and template website solutions Digital marketing services include SEO, PPC, Social Media and Email Marketing services
• #6: Google AdWords launched in October 2000 The online advertising platform allows you to buy exposure to drive traffic to your business’ website The two most popular pay per click advertising platforms includes Google AdWords for Google exposure and Bing Ads which allows advertisers to receive exposure in Yahoo! and Bing.
• #7: So where do these ads display? Typically, you’ll find PPC ads located at the top and along the side of the search results In fact, you control what your ads say and where they display on the page, i.e. first, second, third, fourth position Typically, we like to shoot to position our clients ads between the first and second position which most of the time is located at the top of the page The results that do not have the yellow ad tag located to the left indicates the organic search results that can be achieved through search engine optimization otherwise known as SEO
• #8: Advertisers bid for placement in the search engine’s sponsored links section. When someone searches for a keyword that the business is bidding on, the ad displays. Every time the business’ ad is clicked, sending a visitor to the website, the business pays a competitive fee to the search engine. In short: You determine what keywords you want your business’ ads to show up for in Google, i.e. Denver hotels, You develop the ad copy on what you want to promote, i.e. complimentary breakfast, ocean views, free parking And then you pay a competitive fee when a searcher clicks on your ad Make an important note, you don’t get charged for when your ad displays, only when your ads is clicked on to direct a searcher to your website PPC advertising is very powerful because it allows you to market to an audience looking for something specific such as a hotel or bed and breakfast located in downtown Denver
• #11: In 2013, Google AdWords launched Enhanced Campaigns Google developed this new platform due to the increase in multi-device searchers, i.e. smartphone and tablet users The previous Legacy Campaigns were not optimal to target these new searchers One of the main advantages of this new platform was the ability to develop mobile ads to deliver specific copy and direct them to mobile pages on your website (if you had a separate mobile website) Therefore, we highly recommend taking advantage of this feature by creating a mobile ad simply by checking the “mobile” field By doing so, you can create ads catered to smartphone users only, not tablet; tablet users will be served your regular ads If you are not taking advantage of this feature already, your regular ads still have the ability to display to smartphone searchers so it’s better to have more control than less When you are creating/writing your mobile ads, make sure to think about the mobile users intent such as the call to action If you do not have a mobile-friendly booking engine, it might be best to encourage them to call versus reserve online At RezStream, we always recommend having one mobile ad per ad group
• #12: The sitelinks ad extension shows links to specific pages on your website beneath the text of your ads Why is this neat? Because it helps potential customers get what they're looking for quickly which means they could take action quicker to make an online reservation You can add sitelinks when you create your campaign. Similar to a lot of things in AdWords, you have control over what the link says and/or what page you’re directing potential guests to, i.e. 35% off special that directs guests to that particular page Another positive note is that your ad takes up more real estate in the paid search results section which can capture the searcher’s attention quickly
• #13: Choose the campaign you'd like to add the extension to. Click the Ad extensions tab Choose Sitelink Extensions from the View drop-down menu.
• #14: To create a new sitelink, click the New button. Fill out the sitelink text and URL You have the ability to add a description to each site link, it’s not mandatory; only optional When you fill out both lines of description, your sitelink may be eligible to show with these details to the searcher which is always positive so RezStream recommends taking advantage of the descriptions A nifty feature about sitelinks is that in addition to creating desktop/table sitelinks, you can also create mobile specific site links with different pages and descriptions
• #15: Call extensions allow you to include a phone number in your standard text ad. Encourage calls to your business by showing a phone number with your ad which is great for those people who are on the go Although Google Analytics does not track phone reservations, this is a positive source for reservations if potential guests are able to get connected to your business quickly What mobile users will see is a clickable call button with your ad Doesn’t cost anymore than a regular ad click (similar to all ad extensions)
• #16: Select the campaign or ad group for which you'd like to add call extensions Go to the Ad extensions tab In the upper corner, choose Call extensions from the View menu From there, click on the +Extension button
• #17: From there, you can enter your property’s number and make sure to select “Google Forwarding Phone Number” which will allow you to track online conversions in terms of where the calls are coming from and how long the calls lasted for to rate the quality of the lead RezStream recommends showing your call ad extension in addition to your website URL so they have the option to click or call when you ad displays If you want additional control over your call ad extensions/when they display, you can select the dates, days and hours Once finalized, select “Save” before closing out Typically, you’ll only have one number associated to your business. However, if you have multiple, you can set up several call ad extensions Similar to ads and sitelinks, you have the ability to display a mobile specific phone number
• #18: We like to have more control by rotating all the ads evenly so we can get a better feel of what’s performing well and what’s not.  By implementing this strategy, you can make the proper changes to the ads that need improving and ensure you’re showing more targeted ads to searchers.
• #19: Run the keywords details report to identify which queries trigger your ads Identify new search terms with high potential, and add them to your keyword list Or look for search terms that aren't as relevant to your business, and add them as negative keywords. This can help you avoid spending money showing your ad to people who aren't interested in it Negative keywords will ensure your ads don’t show to people searching for those terms or visiting sites that contain those terms, i.e. add pet friendly terms to your negative keyword list if you’re not a pet friendly property You can access this report by going: Campaign tab> Click “Details” under the Keywords tab> Select “All”
• #21: Make sure that your negative keywords don't overlap with your regular keywords, because this will cause your ad not to show.