Author name: Moses Okeke

Luxury transportation industry is one of the most competitive industries right now. There are many of such companies in the Long Island, New York City of United States.  To promote these various existing limousine companies, the owners turn to pay per click campaigns to showcase what is unique about their services Google ad campaign, no doubt is the sure way to get your services to people who are searching for your services online. Based on this, the Google ads are very competitive and your PPC manager has to be extra miles away in technicality to get you the desired results. In Long Island, NYC, the Google Ad network is very large but Google shows the most relevant ad to users searching for the keywords in the auctions. To get to the top, you need to have your campaign well optimized before setting the bid amount. Google ads pay less value to the bid; rather effort should be on how relevant your ads are to users. To run a profitable Google ads campaign for limousine rental services, the following tips are important Do not stuff all your services in one web page. Take time to create great and amazing pages for each of the services being rendered. This is one of the challenges Google ad PPC managers do encounter. Some official website of Limousine rental companies stuff all their services in one page. Some of the common services been rendered by Limo companies in Long Island include but not limited to the following: Wedding Limousine services, Wine tours in Long Island, Prom Limousines /Prom Party bus rentals, Airport pick up and drop off, Corporate chauffeur services, Bachelorette party It’s the duty of the PPC manager to suggest to the Limo companies the need to create unique pages for a given services. At Mosat digital agency, the first thing we do is to suggest ways to optimize the landing pages of our client. Creating a unique page for a given service enhances users’ experience. If a user searches for the keyword “wedding limousine long island”, he/she should be taking to a page that is dedicated to wedding limousine services in Long Island. 2. Identify the most relevant keywords that people are searching when they are looking for Limousines rental services. Identifying the most profitable keywords in the industry is the first thing a good PPC manager should do to get his Limousine service to the right people. In the Long Island, keywords research has shown that people are searching for these keywords:  Limo service Long Island, Limo service near me, Prom Limo service, and Prom party bus long island, limo bus, wedding limos long island etc. Get these keywords and arrange them into relevant ad groups. Write an eye catching ad copies and be sure to use a relevant final URL as your landing page. Leave the rest for the Google algorithms. 3. Be sure to use the right negative keywords Limousine rental services campaigns can be frustrating if you did not cage irrelevant clicks with the right negative keywords. Let me share this secrete with you, Limo rental companies share some common keywords with those rendering Limousines repair services.  For example, when Mr.  ‘A’ searches for the keyword “Limo repair service in long island” He is presented with the following results from Google ads preview in the screenshot below Fig a Fig b Analyzing the search results show that, the ad in Fig a, was triggered by broad modifier keyword-+limo +service +long +Island, while the second ad in Fig b was triggered by +limo +near +me, another broad modifier keyword.  MVlimo and twinkfolklimousine in the screenshot above are limousines Rental Companies in long island. These companies are not rendering repair services. There are two implications here. Case one, Mr. ‘A’ did not click on the ad. Implication: Low CTR= High CPC Case two, Mr. ‘B’ clicked on the ad. Implication: Irrelevant landing page= No conversion (Waste of daily budget) 4. Headlines say it all Your headlines are the first things that catch peoples’ eyes. Once you have the right landing page for the right keyword, then make it sticky with the right Headlines in your text ads.  Many people do not have the patient to read your good text ads once the headlines match with their search results. There are two ways to achieve sticky headlines. Number one, use dynamic keyword insertion, number two is to use a single keyword ad group campaign structure. By using a dynamic keyword insertions, Google ad dynamically insert keywords on your headlines to makeup with users’ query results. I prefer using single keyword ad group to enhance performance. Single keywords ad group structure is more precise in returning users’ query results with exact headlines. If you have the time, use single ad group campaign structure. It increases high click rate and reduces your campaign cpc 5. Enhance Your Leads generation with interactive Live chat App The essence of running Google Ads for a Limousines service is to generate leads. The two traditional ways of generating leads are contact form submission and phone calls. Experience has shown that, using interactive live chat app has the potential to increase your leads generation in real time. To achieve this, configure and integrate interactive trigger that will send initial message to visitors of your website. Then a live agent will join the conversation as soon as there is a response from any of your visitors. One good chatting app that has a good quality for this purpose is the Tawkto and it’s a free chatting app. Make sure that, your clients have  human agents  who understands every bit of  their limousines company.  During the live chat sessions, important details such as phone contacts can be exchanged.  This will help the sales team to follow up the leads and turn them into customers. See Fig C below for an example of live chat trigger interface.

Optimize Your Google Ads Campaigns Using Smart Bidding Strategy. Selecting a bidding strategy that will deliver expected campaign goals is usually a nightmare of many Google PPC advertisers. Many beginners struggle between bidding alternatives without clear cut decision on which strategy to use. In this article, I am going to lead you into the various stages of optimizing your campaign using smart bidding strategy. Set Up Your Conversion Tracking The first thing you need to do if you want to use smart bidding strategy is to have your conversion tracking configured. This is important because google ads will use your conversion metrics to optimize and automate your campaign during the smart bidding period. Do not enable your campaign without making sure that your conversion metrics are being tracked. If you are getting clicks without any conversion being recorded, during the smart bidding, your cost per click will be very high and your target cost per action (TCPA ) will be very high too. And if your are running campaigns in places like USA and Australia where cost per clicks are quite high, you may blow up your budget during the smart bidding period if you do not have conversion tracking in place before enabling your campaigns. Start off with manual bidding-Enhanced CPC When you create a campaign newly, do not jump into using smart bidding at the initial stage. This is because google ads uses your previous campaign metrics to decide your bidding metrics. So after creating your campaign, select manual bidding. Because the goal of most campaigns is to generate conversions, then you need to set up an enhanced cost per click bidding-ECPC. This way, google will raise or reduce your bids amount to get you as many conversions as possible During the manual bidding period, start by assigning little bid amount to the keywords at the ad group level. I usually assign as little as $0.01. This is because you cannot determine how much other competitors are bidding and starting with big bid amount may result to high CPC which is what every good PPC experts must avoid. After running the campaign for a period of 2-3 days, google will now populate your keywords bids with the expected bid amount you need to bid so as to maintain the first page. At this stage, you can now raise your bids to this amount so that your ads will appear on the first page of the google search results. To raise the bids to the first page level, just click on the column of max cpc and assign the new bids and your ads will start appearing on the first page. See image below for a certain campaign in Malaga Australia Getting low bids amount during the manual bidding strategy is very important. This is because, google ads will use this metrics to calculate your smart bidding campaign metrics. Switch to smart bidding My preferred smart bidding strategy is TCPA-Target cost per acquisition or action. This is the amount you are willing to pay to get one conversion on your campaign. You do not just assign any TCPA value to your campaign and expect google to work with that figure-NO. The TCPA value has to be worked out using your previous conversion metrics To Set your TCPA, google ads is going to make use of how much you paid to get one conversion during the manual bidding periods. To determine this figure, after running your campaign for 30 days, you can now use the cost/conversion metrics over this period to set up your TCPA. Go to your campaign overview, select date range from the right hand side and view the cost/conversion value. Then go to the campaign setting, change your bids to TCPA and assign the average value of your cost/conv over the 30 days periods as your TCPA. Remember that, initially when you switch to smart bidding, your campaign will slow down. Do not panic, this is because google ads is optimizing your campaign. Your campaign will be in learning mood and this will take as much as 7 days for google ads to gather enough data to automate your campaign. During this learning periods, your are not expected to effect any changes as this will affect google ads learning algorithms.

A-Z of Site Link Extension-The Best Approach To Sitelink Extensions In Google Ads PPC Google Ads introduced site link extensions with a view to increase CTR of your ads. This will in turn help reduce your CPC (cost per click) because the higher the CTR, the lower the CPC. But, outcomes and data over the years has shown that, if best approaches to site extensions are not used, it may result in higher CTR with lower conversion rates. So in setting up a site link extensions, an intensive efforts must be employed to make sure that those clicks are actually driving conversions else, this will lead to a total waste of ads budgets How To Set Up Site Link Extensions. If you have a campaign that is running on Google ads and want to include site links extensions to the campaign, here are steps to follow: go the right hand side of your Google Ads platform, click on “campaigns” and then select the particular campaign you wish to have the site link extensions installed. Click on “Ads” and then  click on “extensions”. When you click on extensions, a drop down of all extensions will appear, then scroll and select site link extensions. Take a look at fig a and fig b below Fig a  Fig b Select The Right Website Links When setting up Site Links Extensions selecting the web links to be included in the site link extensions define the success of your ads extensions and this where many PPC advertisers are making gross errors leading to waste of campaign budgets. The website links to be selected must be very relevant to the topic being advertised. This is because this link will form the landing page whenever the site link is being clicked. For example, if you are advertising for the services of a “criminal lawyer in Brampton” and your target keyword is “criminal lawyer Brampton” you must select a related web link that relate to “criminal lawyer brampton” as your site link extension or you will end up misleading your website visitors. So using a landing page that contain “civil dispute in Brampton” will end up misleading the potential visitor since the keyword is targeting audiences searching for the services of a “criminal lawyer in Brampton” and not that of civil lawyer. To create a good site link for the above example of a “criminal lawyer Brampton”, the following landing pages will make a good site link extensions that will compliment the main landing page for the ads. i. About us-this will take the user to a page that explain the company’s stands and missing ii. Contact Us-this is important especially when your brand is well know and the user can easily contact your services without much persuasions. In most cases, many web visitors need to see a little explanation regarding the keywords they are searching. So optimizing your “contact us” page with the targeted keywords is very important. For example, you can ask your client to include relevant keywords on their contact page. For example, Call +2348184281476 to have a free consultation with Criminal Lawyer in Brampton. Remember is not just about increasing CTR through site links extensions but, its all about increasing CTR to increase your conversion rates and drive more return on ads spend. So you must be prudent in selecting your web links or you will miss-direct your potential audiences with the wrong landing pages.