Tug - Digital Media AgencyTug - Digital Media Agency

Category : Pay Per Click

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.

  Read more

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?

  Read more

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? 

  Read more

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.

By Mike Coleman

What to do with Close Variant Keyword Matching

With people not being perfect spellers or typists, in fact at least 7% of Google searches contain a misspelling! For this reason, Google announced they’re going to apply close variant keyword matching to all exact and phrase match keywords from September onwards. With this update, you no longer have to build exhaustive lists of misspelled, abbreviated, and other close variations of your keywords to get the coverage you want.

So what exactly do I need to watch out for?! Well, these are the 3 things to remember:

1) Phrase and Exact match are no longer

Close variants keyword matches will trigger keywords for not just singular and plurals, but for misspellings, acronyms, stemming, and abbreviations.

To do: Start building out your negative keyword list NOW! Review your keywords carefully and think about what terms you do not wish to show up for. Monitor your SQR report closely. Look at the terms for exact and phrase match variants, and determine if these terms should be included or added as negatives.

2) Your volume AND cost will increase

With close variant matching, you will see an increase in your impressions and clicks, because your keywords will be matching against more keywords. Per Google, close variant matching gives customers an average of 7 percent more exact and phrase match clicks. But as we all know with more clicks, unfortunately comes more costs.

To do: Monitor your account costs daily, and look for any new close variant matching keywords that could be attributing to this. Mine your SQR report for possible new keyword opportunities.

3) You’ll get more coverage….but you’ll need more negatives

Close variant matching will allow you to show for additional variants, and possible missed opportunities. However, if you are running a very targeted campaign that you want to show up for specific keywords, this could be a challenge.

To do: If you only want to show up for certain keywords, build out your negative keyword list to exclude those additional terms. Check your SQR report daily to ensure you are matching for the keywords that you want to be matching for.

These incremental increases in clicks help advertisers seize opportunities to convert customers that are otherwise missed by “Low search volume” keywords that are common for misspellings and abbreviations.

Hope that helps.

Until next time.

By Mike Coleman

Benefits of Google Call Tracking for Adwords

Last week Google announced the release of their basic call tracking solution for AdWords. Google will now show unique phone numbers on AdWords landing pages based on the visitor’s session. Basically, every visitor will see a different phone number on the AdWords landing page. What Google is offering is session-based call tracking for AdWords only. It doesn’t work for Google organic search, Google Display Network or any lead source anywhere on the web, except AdWords.

So what exactly are the pros of this? Well, they include:

  • It’s completely free
  • It works perfectly with AdWords. It is automatically integrated with AdWords and UA.
  • It is quite easy to set up
  • Keyword level call tracking for AdWords
  • Phone number appearance can be formatted to match the website design

Who should use Google Adwords Call Tracking then?

I would say small businesses spending £500/month on AdWords. If this was their only marketing spend, I would recommend using AdWords call tracking. If you’re a small business owner who likely doesn’t need all of the deep data, recordings, IVR, and routing capabilities provided by call tracking companies and if you just need to know if a call was made. If small businesses are marketing exclusively on AdWords, they should definitely use Google’s call tracking platform.

Hope that helps.

Until next time.

By Mike Coleman

How Callout Extensions Provide Value

The term “Callout Extensions” refers to another line of text in between your description lines and your site links. Ok but how can they benefit me?! Although they can’t be clicked, they do allow you to provide more valuable information about your product or service in an ad. Callout Extensions essentially give your ad more real estate on the search results page and allow you to push your competitors further down the rankings. This is a great new feature as it sometimes can be hard to get across the valuable information in the ad text as it is so limited on space.

In some ways Callout Extensions are very similar to sitelinks within an ad but with a notable difference – You can customise the text up to 25 characters.

To explain the difference between callout extensions and sitelinks, callout extensions exist to maximise the intrige of the ad with key words/USPs whereas sitelinks are links within the ad to direct a potential customer to other web pages on a site which could also be of interest to them.

So to get the best from your callout extensions, keep the following in mind:

1) It’s best to keep the callout extensions short and direct, perhaps 1 – 3 words per callout.
2) Keep the text relevant to the ad and family friendly.

The real benefit of callout extensions is to create interest and draw more attention to an ad. For example your ad could be – ‘Host Fast & Secure Online Meetings’. And within your callout extensions you would like to include ‘Host Unlimited Meetings’ ‘Collaborate Anywhere’ ‘Work Face To Face’ as seen below:






The extra points of information provided by a callout extension will hopefully be that defining factor in receiving a higher click through rate and landing more conversions.

Until next time.

1 2 3 33
Google accused of anti-competitive behaviour by EU
Hot off the press. The Big Search Handbook, sponsored by Tug.