Industry Benchmarks

There are many ways to measure success when it comes to an Adwords campaign. Some are more clear cut than others; are your campaigns reaching the benchmarks set by other competitors in your industry? Do you even know what these benchmarks are? You should.

At Hodges Advertising, we accumulate the most recent benchmark data (released every 45 days) for each relevant industry we work in. It is our mission, a mission we succeed in, to not only reach but exceed these benchmarks so that you aren’t left with just an average campaign.

Contact us today to learn more about your industry’s identified benchmarks, as well how we can help you beat your competitors numbers and increase your ROI.

The Fast and the Furious

When it comes to mobile, speed is king. Per Google “Nearly half of all visitors will leave a mobile site if the pages don’t load within 3 seconds.” Talk about having to make a good first impression. Anyone who works with the Adwords platform and keeps an eye on Device data can see the overwhelming growth and importance of mobile. We work hand in hand with our clients to ensure that not only is their mobile website properly maintained, but that their mobile advertising content is properly executed.

Here’s a helpful tool to see how your site stacks up:

https://testmysite.thinkwithgoogle.com/

Contact us today to learn more about how we can help you grow your business on mobile and beyond.

If Function

It was a big deal when Google finally let us set bid adjustments segmented by device. Everyone knows, or should know; the future is of search advertising is mobile. So, while device bidding was great, the new rollout from Google Adwords is even better. When using the “If Function” you don’t even have to know what device your customer is searching on; it does the work for you. It also allows you to tailor your text ads directly to your audience’s device.

Example: A text ad for a book store, search on a desktop or tablet reads-

Headline #1: View Our Online Inventory

Headline #2: Shop Our Huge Selection (default text for desktop)

 

Using the “If Function”, when searched on mobile, it would read –

Headline #1: View Our Online Inventory

Headline #2: Shop From Your Phone

 

This second example is highly relevant to your customer, as it connects the messaging to the device. This will yield great results in terms of click thru rates, especially as campaigns skew more and more heavily towards mobile. You don’t have to break out a separate campaign to use mobile/tablet/ desktop language if you can use this function correctly.

Getting Sorted

 

There are so many different things to think about when creating and running an Adwords search campaign that it’s easy to get lost in the shuffle. Should you use branded keywords in a Single Keyword Ad Group (SKAG) campaign? Are your Key Performance Indicators (KPIs) actually good indicators of performance?

These questions don’t have immediate answers. The best practice here is to get your data sorted and in line with what is driving real bottom line sales for your business. Simple example: you know that mobile click to call is more valuable than a headline click, because you have a strong phone support staff to close sales. Your next step is to sort your data to reveal the most effective keywords and ads that drive clicks to call, rather than headline clicks. Finally, you can adjust your bidding strategy to get your business the most effective conversions available.

Once you are able to use the data at your disposal to identify what is driving your conversions, the picture becomes much clearer. The appropriate approach will reveal itself from daily, weekly and monthly reporting, but only if you know what to look for.