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Category : Pay Per Click

By Naomi Young

All New Insta-Ads!

Tug is now able to advertise on Instagram! As the development uses the existing Facebook Business Manager to create, target, monitor and measure campaigns, it means that it is easier for small and large businesses to buy ads on the platform. So for us at Tug, this creates exciting opportunities to advertise our clients in a new way, on Instagram.

This expanded offering allows action-oriented formats and is currently limited to two objectives: click to website and mobile app installs. The ads will have a specific call to action button linking offsite.


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By Kathryn Green

Google’s Revolutionary Buy Button

Can Google get any better?

It has just confirmed a quick and painless way for users to buy products they are lusting after. Google has officially confirmed the ‘buy button’! This button will give users the option to purchase a product without even having to visit another website, hopefully increasing the amount people buy online. Although Google do face fierce completion from the likes of Amazon as this is where many people start their search to buy a product.

So what are the benefits of this button you ask? Well a user can simply purchase a product in Google shopping ads that appears alongside their search results, in only 2 clicks! Making it easier, quicker and encouraging more users to buy online. It is however, still evident that 9 out of 10 purchases are still made in shops (offline).

Also, in the past year, location-based searches to help users find a product in a store close to them has doubled. Google wants to decrease these figures and get more users searching but also buying online.

However, this will only be available on mobile as Google believe smartphones and tablets are the future for e-commerce. This will encourage retailers to make their sites mobile optimised as they will be able to see the benefits of increased consumers and therefore for their company. If companies do not become mobile optimised, users may choose their competitors instead as customers expect to be able to transact safely and easily on mobile devices.

But one thing that is left to be questioned is how this will effect retailers themselves. Yes, it is great Google offering a quick and swift way for users to buy without leaving the platform but without visiting the company site will brands get enough traffic and will this affect the shopper-retailer relationship. What do you think?

By Hayley Shannon

Utilising Location Bid Adjustments within Google AdWords

With the ever-expanding targeting and bid adjustment capabilities of Google AdWords, it’s fair to say that it can often be difficult to decide where to begin.

It’s ok.                                                      

Take a deep breath and let me take you for a ride through the wonderful world of Location Adjustments, most particularly the lesser known Household Income targeting.

I am sure by now, as a seasoned PPC Account Manager, you’re a pro at pulling location based reports, as well as determining the hot and not so hot user locations in your campaigns to help maximize conversion rates.

Just a quick refresher; by selecting the ‘Where your users were (user locations)’ report, you can easily establish what your key target areas should be based on historical conversion, CTR, and CPA data. This report can be as broad as Country or as granular as Zip Code, Neighbourhood, or University!

If users in location X have a strong CTR but are also costing you hundreds, if not thousands of dollars without converting, this is an excellent opportunity for a negative bid adjustment.

Below is a high level review of the effects of + and – bid adjustments:

  • $10 at -100% = $0
  • $10 at -90% = $1
  • $10 at -40% = $6
  • $10 at – = $10
  • $10 at +50% = $15
  • $10 at +100% = $20
  • $10 at +200% = $30


Now that we’ve got this down, let’s get a little more technical.

Within your desired campaign, select the Settings tab and hit ‘All Settings’. From there, select edit and click into one of your Targeted Locations.

Once you have the map visual in front of you, select Location Groups, and Demographics.


Next step is identifying your key HHI audience based on the industry of your client and your campaign objectives.


There are some key verticals where this strategy is particularly valuable, namely luxury goods, low-income segments, and financial products. Some of these may include automotive, real estate, and pay-day-loans.

That about wraps it up. Use this handy tool to manage spend more efficiently, increase ROI, and decrease waste on consumers who fall outside of your specific target audience. Testing across different income brackets is a great opportunity to gain further insight into your consumer base, and to create more fine-tuned strategies in future campaigns.

(It will also impress the pants off of your client when you show them your results!)




By Jonny

Bing playing catch up with Google – Getting Closer!

Bing Ads have recently released a whole new raft of features aimed at catching up with the search engine behemoth that is Google. Rather being a complete overhaul these new updates are mostly focused on campaign management and insights, speeding up the ad creation process and creating an all-inclusive search offering.

I’ve pulled out a few of the key new features that Bing are releasing and how they can be used below.

Campaign Planner: This is something that Google has been doing for a while, a way to plan and build out a campaign from humble beginnings in to the comprehensive campaign you want it to be. With insights in to competitor activity and information by vertical and keyword. This tool will also show seasonal trends and device performance, giving everything needed to start a successful campaign.

Auction Insights: Bing is finally releasing a tool showing a bit more information in to competitor activity. Gone are the days of guesswork and anecdotal evidence, replaced with real data about competitor activity, how it’s changing over time and how that might be affecting your ad performance.

App Extensions: New App Extensions in Bing Ads are not constrained to just Windows Phone apps and will change automatically based on the user’s device.
In the longer term Bing are also introducing Remarketing Lists for Search Ads, the great success of this ad on Google mean that this is a welcome addition, one that could perhaps persuade more advertisers to move their budget over and test performance.

By Matt

Google accused of anti-competitive behaviour by EU

Google has been formally accused of abusing its dominant position to promote its own interests by the European Commission, including breaching competition rules by giving prominence to Google Shopping results over other links in relevant searches. Further allegations have also been made regarding the prominence given to YouTube, Google Maps, Google+ and other Google owned services in search engine results.

The EU competition commissioner, Margrethe Vestager, has stated that their responsibility is to ensure companies do not deny European consumers as wide a choice as possible through artificial means, which Google are accused of doing by giving preferential treatment to their own services. These accusations follow a five year investigation into the company after antitrust allegations were made against Google by Microsoft, Tripadvisor, Streetmap and other companies.

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By Kathryn Green

Are your Ads Relevant? Well Facebook can now tell you!

Facebook are changing the world of advertising forever by creating a new tool that will help advertisers compete for expensive and scarce ad slots. However, unlike before, the tool will be able to say how relevant an advertisers ads are to their target market – making sure that ad space is not being wasted. This will allow advertisers to monitor their scores over time and tweak less relevant ads when needed, potentially lowering an ads price and boosting it’s performance.   Read more

By Sophie Edwards

Changes for PPC in 2015?

With Christmas adverts decking our halls.. not only does it signal the start of the festive season, but also 2015 (woo)! With the New Year comes new things and PPC is not excluded from this trend!

Since the beginning of 2014 there has been a gentle rumble that mobiles will become more important in PPC and advertising. There are over 7 billion people on the Earth and 6.8 billion own mobiles!

An employee from Marin Software predicts that by the end of 2015 50% of paid search budget will be spent on mobile. However, others speculate that with increased privacy settings that PPC may find it harder to target mobiles. Either way, it is clear mobiles will be one of the big changes for 2015, whether they provide more insight into people’s daily shopping, lingering and travel to reach a particular product or whether they become a barrier!

Alongside a change in mobile targeting there has also been speculation of an increase in competition for the Top 2 ad positions. I know it seems as though everyone in PPC would desire to have an ad in a top position, but sometimes this isn’t productive for the campaign, often position 3 or 4 may work well for a company. However, with the Top 2 ads taking up an increased amount of space there is heightened competition!  Will 2015 bring an increase in Ad Bid cost or more severe delegation of the Quality Score? Or will it remain the same?

As much as people (like me) can speculate about 2015 changes …. In 2011 (I know, it feels like ages ago!) Google’s official blog made 6 predictions that would occur BY 2015…. As the year quickly draw to an end will we see the 6 predictions come true?

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By Hannah Thompson

Analysing the Google Heat Map for 2014

Google’s algorithm has changed dramatically since 2005, but there hasn’t been a comprehensive study into user behaviour since. Recently, Mediative undertook that task and discovered some important changes to the way that users interact with a SERP which may have a profound impact on the way that Paid Search managers view their ad performance.

In 2005, a study was conducted which tracked the eye movements of users as they made use of search engines. The findings were ground-breaking and set the standards for which ad performance was measured. The two main conclusions of the report included that users interact most with the top left result in a SERP and spent roughly 2 seconds looking at each listing. Furthermore, users scanned horizontally for information before moving vertically.

However, in 2014, the map looks entirely different.


Key findings include the fact that user’s are aware that the top organic listing is no longer in the top right corner of the screen, and look lower down the page for the results they desire. In addition, the exponential growth of mobile browsing has conditioned users to scan vertically down the page.

So what does this mean for PPC advertising? 

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By Mike Coleman

How to Combine Your PPC and Social Media Efforts

With Social Media Week running this week from September 22nd – 26th and social media now one of the most influential parts of any internet marketing campaign, I found it fitting to write a post on the importance of integration between both your PPC and your social media efforts. These two diverse approaches can work side by side to drive potential customers to your website, increase sales and improve your branding.

One of the key challenges with social media is figuring out how to measure success and how to tie pricing to performance.

Here are a few ways to directly use PPC and social media together:

  • Use PPC ads to direct users to your Facebook, Instagram, Twitter, Pinterest, Vine, Snapchat, Linkedin or other social profiles with a strong call to action to get involved or gain some sort of benefit.
  • Raise knowledge and awareness of your social presence using PPC ads.
  • Link your PPC ads to a social media promotion, competition or giveaway.
  • Direct users from PPC ads to multimedia such as a promotional/instructive video on YouTube.
  • Use remarketing to target your desired audience to raise awareness of a particular product or promotion, driving large numbers of new users to your website or specific landing page.

Using social media and PPC together means optimising your efforts for maximum achievement – the brand awareness of social media and the immediate call-to-action of PPC.

Use social media to drive traffic to your website and use PPC to raise awareness of your social media campaigns, then recalibrate your targeting to make the most of every marketing move you make, turning traffic into conversions and broadening your audience as you do so.

Hope that helps.

Until next time.

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Utilising Location Bid Adjustments within Google AdWords
Google accused of anti-competitive behaviour by EU
Hot off the press. The Big Search Handbook, sponsored by Tug.