Boles joins real estate firm - Mount Airy News

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Boles joins real estate firm - Mount Airy NewsBoles joins real estate firm - Mount Airy NewsPosted: 16 Jun 2020 12:00 AM PDTBolesLori Boles recently joined Yadkin Valley Real Estate Inc. and Farms Land & Country Homes as a professional sales broker.As a new Yadkin Valley Real Estate Broker, she will be assisting buyers and sellers with their residential and commercial real estate needs in the Mount Airy and surrounding areas. Under the Farms Land and Country homes banner, she'll be assisting buyers and sellers of rural properties in the foothills of the Blue Ridge Mountains and Yadkin Valley appellation. Boles is a member of the National, State and nearby Winston Salem Regional Association of Realtors.Boles began her real estate career in 2017 and has been a top producing real estate broker every year. Before that, she owned and operated a successful hair salon for 24 years.She lives in Pilot Mountain with her husband Richard and their two twin children. She has an older marri…

5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land

5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land


5 essential tips for optimizing your Google Ads Campaigns - Search Engine Land

Posted: 22 Jun 2020 04:30 AM PDT

If you are using Google Ads to advertise your goods or services, then you are making a conscious and significant effort to increase your business and improve your market share. However, you won't be increasing your profitability and reaching your max potential unless you take the necessary steps to optimize your Google Ads campaign and ensure that you are getting the best bang for your buck. 

Fortunately, campaign optimization tools like SEISO can help diagnose the problems advertisers face with Google Ads campaigns.

Through the process of helping thousands of digital marketing and online advertising professionals assess their campaigns, we've put together a list of five essential tips to help optimize your Google Ads campaigns and get the most from your ad dollars.

SEISO Free Google Ads Audit

Measure lost impression share

Running a successful Google Ads campaign is heavily dependent on the data that you can gather on behalf of your campaign. When you are able to collect more data and especially Impression share, your ability to optimize and expand your campaign will be far higher. However, this is sometimes easier said than done. You can get Impression share data by adding the column Search Lost IS in Ad groups and Keywords reports. The metric gives you the percentage of time your ad didn't show up because of poor ranking and low budget. It means that you are losing opportunities and need to take action. It also means that you could be leaving out significant portions of impressions that could assist you in making a robust and profitable campaign. 

An optimization tool like SEISO is skilled at helping advertisers to realize what their lost impression share really is. Acting on it is a step away, but the first is to understand what corners of the advertising market you are missing out on and creating an action plan to capitalize on this area. Use the SEISO tool to estimate the growth potential of your campaigns and the budget gains. 

Increase CTR to boost your Quality Score

Once you have the impressions on your ad, your work is not over. One of the most critical metrics in Google Ads is click-through-rate or CTR and Quality Score. You might be getting high-quality, affordable traffic from your ads, but if you aren't getting industry-standard, it will be all for nothing. Having a good quality score is what makes your cost per click more affordable, and the average position of your ads increases. 

As it so happens, SEISO Google Ads analyzer features functionality that helps to examine the quality score of your Google Ads to show you where you are thriving and where you could use improvement. This can have a massive impact on the return on investment of your campaigns, and SEISO gives you an easy way to prioritize your efforts to reach your expected CTR, Ad Relevance, Landing Page experience of your ads.

Curate keyword match type

When building your Google Ads campaign, one of the most important things that you will have to do is set a match type for your keyword bidding strategy. The match type will determine how alike your keyword needs to be from the final phrase that you are bidding on. As you can imagine, this has relatively large and powerful effects on not only how much you spend on your campaign, but also how well your Google Ads convert. When you select the right keyword match type, you can experience a better conversion rate and more affordable customer acquisition costs. However, the wrong match type can quickly sink your entire budget without results. 

Trying to figure out a match type for your keywords can often turn into a guessing game that involves expensive trial and error. If you want to come to the proper keyword match type sooner and save yourself time and money, then it might be best for you to use the SEISO audit, which can provide you the match type analysis with the best practices that are optimized and appropriate for your campaigns. 

Optimize your ads performance

Perhaps the most critical part of running a profitable and successful Google Ads campaign is the optimization of your ads. Optimizing a campaign consists of establishing and scaling profitable keywords and ad campaigns and terminating those without success. However, how can you know when it is time to give up or when it just needs adjusting? There are thousands of data points in each campaign, and trying to look at them with the human eye can be frustrating and not give you the speed and progress that you might like. 

The SEISO tool can do the heavy lifting for you. SEISO's engine takes a look at your existing ads and points out which ones to scale higher, adjust, and terminate altogether. It takes a lot of the guesswork out, and you can establish long-lasting profitable sales funnels that deliver exceptional results.

Micro-manage your keywords

A truly optimized Google Ads campaign requires management at the keyword level. It can seem like an enormous task, but it is mandatory if you want to extract the full potential out of your campaign and achieve high ROI. In almost any young Google Ads campaign, there are keywords and budget allocated that are going to waste. Identifying this can be done by leveraging the search terms report to get new high-potential terms and add them to your campaign or phrases that aren't relevant to you and put them in the negative keywords list to exclude them.

It is usually not enough, and if you want to tackle the waste and drive up the profitability of your Google Ads campaign, then a tool like SEISO can help again. It identifies budget-waste and lack of profitability in your Google Ads campaign while making potential savings visible. In a single report, you will get keywords with no conversion, negative keywords to exclude or terms with potential.

Much more to discover in the SEISO analysis report, including expert tips and Google Ads best practices, account activity analysis, budget management recommendations, and more than 75 criteria sifted.

Are your Google Ads Campaigns optimized? To test SEISO for free TODAY, click on this link: try.seiso.io

About The Author

SEISO is a Google Ads campaign audit tool. It detects high value-added optimizations and saves marketing teams time in managing their accounts. Already adopted and used every month by thousands of users around the world.SEISO is edited by JVWEB, which has been building and optimizing your digital visibility and acquisition strategies since 2004. Performance is in our DNA, and we have developed unique expertise in all acquisition levers while fostering transparency, collaboration, and an ongoing search for innovation and improvement.

How COVID-19 Has Impacted Google Ads Results for 21 Industries [Data] - Business 2 Community

Posted: 23 Mar 2020 12:00 AM PDT

COVID-19 has evolved into a global event impacting public health as well as the economy. These are uncertain times, and we don't have all the answers, but what we do know now is that small businesses have felt sudden changes in their campaign performance as a result of this worldwide pandemic.

We've seen that global events often impact PPC performance, and COVID-19 is no exception. As businesses change their operations, people stay in their homes more, and the world reacts to a pandemic unfolding in real time—they turn to online search and news for answers to their questions and solutions to their new needs. For some advertisers, these new searchers are driving new audiences to find their way to advertisers' sites, and some are becoming new customers. For others, the results aren't as great, and the strategies will need to shift.

At WordStream, we're looking across tens of thousands of advertisers to understand the impact of COVID-19 on PPC advertising. In this article, we'll examine several industries that have noticed serious changes to their Google Ads accounts over recent days and weeks as COVID-19 has spread and interrupted normal life and business.

In the United States, Google's searches have shifted, but largely remained constant. But in the past week, we've noticed Google search ad impressions begin to decrease modestly—7% below average. That's not uncommon, particularly during holiday weeks, but it was certainly not expected by many advertisers.

Google Ads clicks graph

What is uncommon is how searchers are behaving. As they flock to the SERP, we're seeing that searchers might be looking for something entirely different and so the clicks aren't worth your PPC ad spend. Others are more hesitant to convert today. Since COVID-19 became epidemic in the United States three weeks ago, we've seen conversion rates drop by an average of 21%.

Google Ads conversion rates graphs

Of course, every industry sees different performance with Google Ads. So it's imperative that we look at things a little more closely.

Here are seven industries seeing an increased volume, seven with mixed performance, and seven industries hit the hardest.

7 industries with increased volume/performance during COVID-19

Some businesses are experiencing increases across metrics during the time of this pandemic.

Non-profits and charities

In times of crisis, we often see the best in people, and that's even true on the Google SERP. As COVID-19 has spread, non-profits and charities have seen:

  • A 10% increase in search ad impressions.
  • A 23% increase in search ad conversions.
  • A 20% increase in search ad conversion rate.

Google Ads does support a number of Google grant programs to allow non-profits advertise for free, but keeping them in compliance is often difficult. Luckily, it's clear that they're finding searchers more easily than ever in this crisis.

Health and medical

Unsurprisingly, many of us are turning to search for information on how to protect ourselves and our communities. As users turn to the stores and the SERP to purchase everything from over-the-counter painkillers to vital medication, many advertisers are seeing increased ease in selling their products online, with ad clicks and conversion rates both significantly higher than usual.

Google Ads results for medical advertisers graph

Business management

Google's providing additional advice and resources to help small businesses manage through these uncertain times, particularly with setting up employees to work remotely and crafting continuity plans. It looks like many advertisers in the space are set up to help, too. Overall, business management searches grew by 23% since February 23.

  • As people prepare for remote working, office supplies became a sudden breakout industry. Searches for office supplies increased 90%, paid search ad clicks increased 35%, and search conversion rates increased 41%
  • As traditional retail has shifted focus to operating online, packing and shipping supplies more than doubled their search ad conversions (up 123%) and search ad conversion rate (up 107%).

Google Ads results packing and shipping

Finance

The markets may be performing poorly, but it looks like now more than ever searchers are looking for experienced help. In an industry that normally has some of the most expensive keywords and a high cost per click, we're seeing CPCs fall and relieve some pressure from a normally competitive industry. Many are also noticing increased CTRs and CVRs, as well.

Google Ads results for finance

Beauty and personal care

Many fast-moving consumer goods (FMCG) have been in high demand the past few weeks. People are searching for products like soap and hand sanitizer, as well as seeking more self-care in these hard times. We're noticing a 41% increase in searches for beauty and personal care. Many of these verticals are seeing business boom on the SERP with lower CPCs and much higher CVRs.

Category Change in search CPC Change in search CVR
Beauty & Personal Care -14% +6%
Skin Care -3% +21%
Spa Care -20% +41%

On-demand media

As many of us practice social distancing, we're consuming more entertainment at home. While most entertainment advertisers are picking up the increased demand and driving a few extra conversions, on-demand media has skyrocketed and doubled its conversions in the past few weeks.

Google Ads results for media

Greetings, gifts, and flowers

Social distancing is a lonely experience, and it's difficult to maintain our connections for what may be weeks or months apart. Small gestures can mean even more throughout the COVID-19 pandemic, and advertisers who are wise enough to advertise on Google are seeing some great results. Over the past three weeks, since the coronavirus escalated in the US:

  • Searches for cards and greetings have seen a 15% increase in conversion rate.
  • Searches for gift baskets have seen a 30% increase in conversion rate.
  • Searches for floral arrangements have seen a 43% increase in conversion rate.

7 industries with mixed PPC performance during COVID-19

We're closely watching some industries with potential to see big changes or shifts in coming weeks.

Real estate

Borrowing rates remain low, and the housing market is currently holding. On the SERP, search traffic remains relatively stable, as well—with little change to search volume, CPC, or conversion rates. But some important shifts could have some important industry consequences down the road.

  • Property development and construction industries both are seeing declining conversion rates (-53% and -7%, respectively) and lower search volume. A slow down in these fields could trigger reduced real estate supply in the future.
  • Both real estate listings and real estate agent searches have seen some increased cost per click (+15% in the past month). However, real estate listings have seen a -25% decrease in conversion rates while real estate agents and brokers have observed a 30% increase. As consumers become more hesitant to attend an open house, more will rely on a professional agent to schedule an appointment instead.
  • Moving and relocation services have seen a 11% increase in search volume while maintaining a healthy CTR, CPC, and CVR.

Home improvement

March is often a seasonal lull for Home Improvement projects naturally, so we shouldn't be surprised to see that Home Improvement searches have been slowly declining for the past few weeks. The next few weeks will be a litmus test for the industry.

On one hand, Americans spending more time stuck in their homes could inspire new home projects and an excuse to get off the couch. On the other hand, economic uncertainty may discourage discretionary spending.

To date, average conversion rates remain steady but vary wildly.

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Home furniture

Much like home improvement, things are unexpectedly consistent on these big-ticket items. Search volume, CPCs, and conversion rates have all stayed within +/-2% over the past weeks.

Smaller ticket items like home appliances and bedding and linens have seen search upticks and light conversion boosts (+7% and +12%, respectively), which may be a good sign for consumer confidence.

Automotive

The automotive industry is showing some stress on the SERP—with a noticeable 30% drop in the industry average conversion rate over the past few weeks.

Google Ads results for automotive

A 30% drop is never good, but it's hard to attribute all that to COVID-19. Mid-March isn't exactly car-buying season to begin with, but we're seeing searchers shift their preferences within the automotive space.

Category Average Change in Search Conversion Rate since COVID-19
Vehicle Dealers -42%
Vehicle Auctions +5%
Vehicle Parts & Accessories -28%
Vehicle Repair & Maintenance +44%
Vehicle Window Tinting +79%

Retail

Some would predict ecommerce to soar with traditional retail having reducing hours and operations. But while some families are turning to ecommerce to replace brick-and-mortar purchases, others are unsure of their future income. This instability is impacting user's conversion rates on from search ads—with retail conversion rates having fallen 14%.

The good news? Large retailers, including Amazon, are pulling back their budgets on Google Ads and consequently, a 9% decrease in CPC on Google have evened out most retailer's ROAS.

Google Ads results for retail

Data via Andy Taylor of Tinuiti

Ironically, wholesalers and liquidators seem to be noticing an opposite trend, with a 14% increase in CPCs but a 9% increase in conversion rates.

Jobs and education

Schools and colleges around the country are closed for several weeks, prompting a forced rise in elearning and training. Although the classroom has changed, there's yet to be short-term changes to the performance of higher education advertisers. With the college application rush over and the June SAT yet to be cancelled, prospective students haven't changed their behavior on the SERP.

There's modest increase in paid search traffic for new careers and vocational training (+10% and +8%, respectively) in the past weeks, but that's largely aspirational for the moment, as conversion numbers haven't shifted noticeably.

Legal services

The legal industry is seeing some minor shifts on the SERP, with modest (under 5%) to search volumes and conversion rates. Luckily, this is offset by a similar decline in the cost per click—keeping search conversions and CPAs mostly steady.

However, we're seeing more of these conversions arrive in the form of phone calls instead of website submissions. And, unfortunately, over 30% of these calls are unanswered. If COVID-19 is impacting your firm's operations or hours, be sure to:

7 industries hit the hardest so far

The biggest concern during COVID-19 is undoubtedly public health. Unfortunately, this has put some industries at risk, and those working in these industries are particularly impacted—on and off the SERP.

Travel and tourism

With businesses, governments, and consumers avoiding unnecessary travel at all costs, it shouldn't surprise anyone that fewer people are looking to book travel today. As a result, many travel advertisers are struggling to convert new searchers on their site.

Google Ads results for travel

To compound the issue for these advertisers, searches for flight cancellations, delays, and restrictions are at an all-time high, making their ads more exposed to curious searchers.

Google Ads search volume for travel

To mitigate some of this disruption, be sure to:

  • Add new negatives keywords for COVID-19, advisory, and cancellation related searches.
  • Promote cheaper fares and easy cancellations and adjustments for future travel.
  • Suggest travel insurance to your customers to ease concerns while increasing your average sale price.

Bars and restaurants

With many communities closing dine-in restaurants and bars, these small businesses will be hit hard during our time in social isolation. While many are learning to shift to delivery and take-out services, they're already hard-pressed finding success on the SERP this past week.

Category Change in search ad impressions Change in search CVR
Restaurants -18% -59%
Bars & Nightclubs -26% -57%

Live entertainment

Public safety and strict limits on group size have performers and venues cancelling shows across the globe. As a result, search volume for live entertainment has reduced by 24% and conversion rates have fallen 30%.

Conferences

I know too well that many large conferences have either cancelled, postponed their events until the fall, or are attempting to host a virtual event in place. Unfortunately, many businesses rely on event marketing to fill their marketing funnel so these event cancellations will have ripple effects to other businesses, as well. Since the COVID-19 outbreak at the end of February, event marketers have noticed a 33% reduction in conversions as more events continue to cancel.

Sports and fitness

Major sports leagues and rec leagues alike are cancelled for the foreseeable future. As many communities increase their social distancing efforts, many more gyms are due to close and those that are open will see fewer new members walk through the door. All said, many verticals tied to sports and fitness are seeing strong declines to their conversion rate.

A notable exception is that sports programs (online and offline) and sports camps have gained significant uplift in the past few weeks as many begin to plan to get out of the house.

Google Ads results for sports and fitness

Building and construction

A sudden economic downturn and worksites being closed puts an unexpected damper in the building and construction industry. As future projects begin to stall or get delayed, prospective clients are becoming less likely to convert, as well. Recent timing is poor, as seasonal advertising costs in the industry are already beginning to rise.

Google Ads results construction

Industrial and manufacturing

As manufacturing operations are slowed, we're seeing PPC campaigns for manufacturing and industrial goods are also impacted. Cost per click have increased 5% and conversion rates in the industry have decreased modestly, but advertisers are hurting from a 13% decrease in search traffic.

Google Ads results for industrial and manufacturing

We're all in for change over the next few months—both online and offline. Stay safe, healthy, and practice social distancing. While you're stuck inside, keep an eye on your PPC accounts and the WordStream blog. As we see new trends emerge and strategies to keep your account's performance healthy, we'll be posting regularly.

Data sources

This report is based on a sample of 15,759 US-based WordStream client accounts in all verticals who were advertising on Google's Search throughout 2020 thus far. Each industry includes at minimum 30 unique active clients. For indexing purposes, we've evaluated weekly account performance since February 24th against the prior six-week average.


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