Team Blog

Setting The Best AdWords Target To Get More Sales

Written by Elle Hackett, 29 January 2015

For a client whose main goal is to gain bookings and leads, we have found that Cost Per Acquisition (CPA) is a better target to work towards than Cost Per Click (CPC).

Moving forward, one of our clients (a tour company) will be changing from a CPC target to a CPA target. They have focused on the CPC for a long time but the CPA has become a more effective target as it falls in line with the company goals, which in this case is to fill seats at an efficient cost. This is particularly the case for the tours that struggle the most.

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Filed Under

AdWord Targets    Key Performance Indicators   

Search Ad Copy Writing 101

Written by Elisha Kendrick, 30 December 2014

How do you write a search ad for AdWords and make it a good? Writing an ad - how hard can it really be? Considering the millions upon millions of ads served to consumers everyday, apparently not that difficult. What we need to remember is, there is a difference between writing an ad for search, and writing an effective one.

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Filed Under

Search Ad Copy     Dynamic Variables   

This blog post is more of a warning to other AdWords users, from a recent experience of mine. We have a client which achieves a majority of its conversions from the Google Display Network using contextual targeting to match to specific placements. There was one specific placement which brought in an approximate 60% of their total number of conversions each month. In late November, we stopped appearing on this placement, and our conversions and results plummeted.

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Filed Under

Google Display Network   

Negative Keywords on the Google Display Network

Written by Isobel Taylor , 23 November 2014

Recently I’ve had the issue of image ads showing up on web pages that aren’t particularly favourable to my clients brand/product. I couldn’t work out why these image ads kept appearing when I had site category exclusions and negative keywords set at the campaign level across all my campaigns.

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Filed Under

Negative Keywords    Google Display Network   

Know the Limits for Advertising Alcohol

Written by Isobel Taylor, Lauren McCabe, 29 August 2014

As performance media specialists, we work with clients across many industries and one that is close to our hearts is the Wine industry. Isobel comes from a family history of viticulturists, and Lauren spent some time marketing Wine in Beijing to an emerging market of Wine drinkers. We both enjoy a good drop and are passionate about finding ways to deliver profitable solutions for our retail Wine clients in the digital space...

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Filed Under

Google AdWords    Policy    Google Search    Google Display Network   

Impact of Location Extension Upgrades

Written by Oliver Whelan, 15 August 2014

Mid-July Google announced that changes were coming to location extensions, effective August 16 2014.

Previously location extensions could either be entered manually or pulled into AdWords from a linked Google My Business (GMB) account (previously known as Google Places). These were done at a campaign level. After August 16, manually entered location extensions will no longer be an option...

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Filed Under

Extensions    Google AdWords    Google My Business   

The Limiting Effects of Human Form and Contact

Written by Oliver Whelan, 11 August 2014

Below are some ads which Google has recently given the “Approved (Limited)” status in the GDN, all for the same policy reason.

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Filed Under

Policy    Google AdWords   

The Second Google Mystery

Written by Bryan Ong, 30 May 2014

Recently, one of our client’s Google shopping campaign had suddenly went offline. Upon investigating both within Adwords and their Merchant Centre Account (MCA), it was due to losing the claim of their website’s URL:

We found out that the loss happened because the ‘verified’ status was loss in the client’s Google Webmaster Tools (WMT) account as per Google’s help file...

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Filed Under

Google AdWords    Google Shopping   

Change to "Search and Display Networks" Campaigns

Written by Bryan Ong, 16 May 2014

This is a quick blog post update for the recent Google announcement. Recently, Google announced that there will be a new adwords campaign type called “Search Network with Display Select”. Starting September 16th 2014, Google will automatically upgrade all of "Search & Display Networks" campaigns to "Search Network with Display Select" (Note: This upgrade does not apply to "Search Network only" or "Display Network only" campaigns.)...

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Filed Under

Google AdWords    Google Search    Google Display Network   

Google Call Forwarding Mystery

Written by Bryan Ong, 15 May 2014

In late March, Google officially launched Google forwarding in Australia. This is a feature that we have been waiting for a very long time as it now allows us to track how many successful phone calls the business is getting rather than just ‘clicks’ on the ad phone number extension. For a phone call to be recorded as a conversion, it will need to be longer than the specified call duration (default is 60 seconds)...

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Filed Under

Google AdWords   

Google Shopping:

Google Shopping uses your inventory data feed to create product specific shopping ads that will appear on the Google Shopping website at a time when your potential customers are searching for products that match the features that you are offering. Google Shopping places your product top of mind and helps shoppers make informed purchase decisions.

 

Google AdWords:

This is Google's online advertising platform that lets you target potential customers by matching your specific keywords to related web searches. Your ad(s) will only be displayed to people who are already searching for the kinds of products and services you offer. Ads can appear on Google and its partner websites and you will only be charged when someone clicks on your ad.

Google Remarketing:

Google Remarketing is a special feature that lets you reconnect with searchers who have previously visited your website. Remarketing targets these potential buyers while they are browsing other websites, using mobile apps or even searching on google, by showing them compelling messages or offers that will encourage them to return to your site and complete a purchase.

 

Dynamic Ad Templates:

Dynamic Ad Templates are used to create Live Ads, with deep-linked content from your website such as products, categories, prices, brands, % savings and offer countdowns, These ads deliver the richest, most engaging experience for searchers as they are automatically updated as your product inventory changes.

 

Dynamic Ad Conditions:

Dynamic Ad Conditions are special features within the automated Dynamic Creative Platform that create highly customised ads for every category, product or brand that you sell and keywords you target. For example, as soon as an item goes “on sale” or has a price change, our system will automatically detect it and trigger a different ad based in response to the new price details.

 

Negative Keyword Conditions:

By using Negative Keywords Conditions you can designate the variations of keyword/terms you don't want included in the basket of clicks that you'll pay for. These conditions can be added and updated at any stage of your ad campaign and are an extremely cost effective tool to increase the relevance of your ads.

 

Phone Support:

One of our qualified team will assist you with your enquiries in a timely manner and provide you with regular phone updates to your ad campaign.

 

Dedicated Account Manager:

Where appropriate a dedicated Account Manager will be appointed to your account. Degree and Google Qualified, their role will be to provide ongoing support, monthly account performance reviews and most importantly to monitor your campaigns on a regular basis to ensure that campaign goals are being achieved.

 

Campaign Design and Optimisation:

If specific campaign design is required a Campaign Manager can be added to your account as an optional support role. Degree and Google Qualified, their speciality is to define the campaign priorities and tasks, design and execute the campaign plan, then ensure that the campaign is optimised.

 

Budget Forecasting:

Where available, you will have access to the Budgeting Forecasting tool that allows your campaign to be split into multiple categories. This will allow you to assign different budgets and campaign goals per category. A Campaign Manager and an Account Manager will log into this daily to ensure that the campaign goals are being achieved.

 

Priority and Task Management:

This level of support is designed to provide you with faster data access & campaign optimisation.You will receive the full support of an Account Manager and a Campaign Manager who will work with you to create and execute relevant profit driven models. You will benefit from regular work in progress meetings as well as quarterly account planning sessions.

Work in progress meetings:

Your dedicated support team will be conduct monthly work in progress meetings with you via conference call to review performance and provide valuable insights for campaign optimisation.

 

On premises planning meetings:

Where appropriate your support team will meet with you at your premises to conduct in depth performance reviews and planning meetings. These will be held on a quarterly basis.

 

Risk Free/Performance Promise:

Full Managed Services offer a Risk Free/Performance Promise that comes into effect with a 40% risk free guarantee from a minimum spend of $3,000 per month. If at the end of each month, we don’t achieve our forecast and the agreed goals, you will be offered a reduction of up to 40% off our software and management fees.

 

Number of times your ad was served:

This represents the number of time your ad was delivered to a browser on a computer, tablet or mobile device.

 

Number of clicks to your website:

This represents the number of times people click on your ad through to additional information contained on your website.

 

Number of online leads you received:

This represents the number of prospective customers who having seen you ad submitted a form releasing permission to be contacted in relation to the product/service being advertised.

 

Number of phone number look ups:

This represents the number of times prospective customer looked up your phone number when your ad was shown.

 

Ticketing system:

This gives you access to Dynamic Creative’s issue tracking system should you need to report any software issues experienced with the creation and execution of your ad campaign.

 

Email support:

One of our qualified team will assist you with your enquiries in a timely manner and provide regular email updates to your ad campaign.

 

Agent Listing Lite Plan - $295 per month

For a $295 service the cost breakdown will be:

$95            Realtor Ads software license fee (non refundable)

$200          Will be spent on advertising

$295          Total Monthly Fee

What if $200 isn't enough?

You can switch plans at any time. If you find that the $200 advertising budget is not enough you can go up to the Professional Plan to an advertising spend of $350 a month.

What if $200 is too much?

Any advertising spend that is not maximised on your account during your nominated period will be credited back to your account. Quarterly reviews will be conducted and all adjustments made accordingly.

 

Agent Listing Professional Plan - $595 per month

For a $595 service the cost breakdown will be:

$245          Realtor Ads software license fee

$350          Will be spent on advertising

$595          Total Monthly Fee

What if $350 isn't enough?

Once again you can switch plans at any time. If the $350 advertising budget is not enough you can add more money to it on a monthly basis without being charged any extra fee. If at some stage you find that you want to increase your advertising spend to over $550 a month you can talk to us about a premium plan that will be customised to your specific needs.

What if $350 is too much?

Any advertising spend that is not maximised on your account during your nominated period will be credited back to your account. Quarterly reviews will be conducted and all adjustments made accordingly. If you find that your advertising spend is consistently lower that the $350,you have the option to drop back to the Lite Plan.

 

Agent Listing Premium Plan - from $1250 per month

We will quote you based on your needs, prices start at $1250

For a $1250 service the cost breakdown will be:

$550         Realtor Ads software license fee

$750         Will be spent on advertising

$1250       Total Monthly Fee

 

Syndicated Ad Platform

Agent & Property Listings

The price for the Syndicated Ad platform will be calculated on application.

 

Dedicated Campaign Manager

The role of the Campaign Manager is to define the campaign priorities and tasks, design and execute the campaign plan then ensure that the campaign is optimised.

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