Thomas Coppen

Skills Your Adwords Agency Needs to Perform Correctly

Being a google partner is just one requisite of a reputable Adwords Agency but there are many other skills a good PPC Agency needs in order to bring you a healthy profit.

Google AdWords is complex by design and so passing the exams and navigating the dashboards takes time. Those who do achieve Google partner status, should be commended, as it’s determination and a commitment to continued learning, plus trust from previous clients that allows companies like our to sport that coveted Google Partners accolade. This shouldn’t be underestimated.

There are, however, other skills, once the partners badge has been obtained, that any great PPC Agency needs in order to succeed at Adwords for you and your company. These skills include:


A good PPC Agency understands consumer psychology and can use this to their advantage when creating ads that capture attention and encourage the most clicks


Although ads are short, so are taglines. Every word counts and a good copywriter is essential for creating ads that receive a high score from Google – thus being placed higher on the page.


Maths skills are essential for any PPC Agency. An ad executive needs to quickly deduce the cost per conversion, the cost to you, and the cost per day. In addition to this, there are many other equations that would give Einstein a run for his money (maybe not but you get the idea!) and so maths is an important skill of an Adwords agency.


Negotiation tactics are needed, not to negotiate with Google but in order to see the risks vs benefits for your company. A good PPC agency knows if the extra spend is worth it and if it’s worthwhile pusuing an ever increasing bid just to beat the competition. Sometimes, it’s more worthwhile, cheaper and more time effective to ignore a certain keyword and to concentrate on another where your company will be guaranteed the majority of clicks.

A Thirst for Learning;

A good PPC Agency knows that once they receive the Google Partners Badge the work has only just begun. Google constantly update their policies and tweak their strategies and so an Adwords agency needs to keep up.

Does your Adwords agency possess all of these skills?

Thomas Coppen

Should You Choose Twitter for Business?

Should you use Twitter for business? This fast paced social media network is becoming very popular with brands who want to reach a very wide audience.

When twitter began it quickly climbed to fame as the portal for celebrities to tell their fans their everyday thoughts. People signed up hoping to gain insights into their favourite celebrity’s world, feeling as if a little stardust was actually rubbing off on them.

As celebrities would take the time to re-tweet or interact with the fans, their fan bases grew and they proved that this form of Social Media is perfect for pitching a product.

Celebrities are after all business people at heart, without the interest of their fans (customers) no one would watch the movie, see the TV show or buy their album. Inadvertently they proved that interaction is the way forward to win the hearts of the nation.

Now businesses sign up on an hourly basis hoping to generate the same amount of followers, as they gain a wider audience they find that their local business can become national, whilst their little shop can become a huge online success.

The biggest companies have this down to a fine art and usually employ a person to manage their online social networking; however there are things the smaller business can learn from how they tweet.

Follow the Leader

It makes sense to follow those with the most followers. That way when you do tweet this people, (hopefully with a witty anecdote to their own ramblings along with a link to your own site dropped in) you will target their entire follower base, for instance if you follow the local radio station you can tweet them with your latest special offer relevant to their recent tweets. Following relevant businesses helps too, as they will follow back, such as Gardening Magazines if you own a Garden Centre, Lifestyle TV programs and Journalists if you are an interior designer and so on.


When you have a good list of people you follow you can then mention them in your tweets. For example, if you follow Davina McCall and you sell furniture, you could tweet, “We have a sale on a dining table just like @Davina McCalls as seen in @OK Magazine”

This not only attracts your current customer base but reaches the thousands of followers of these twitterers too!

Don’t Spam

When time is limited it’s easy to spam with links or non-descript tweets, however this will just encourage your followers to remove you from their list. Instead take part in the daily trends, see what hash tags are current and talk about something that will encourage interaction.

Twitter advertising can be very lucrative for any business. Talk to us today about your Twitter presence.

Thomas Coppen

Are Bing Ads Worth the Investment?

When new clients come to us, they immediately ask about Google advertising. For many, the thought of PPC on Bing Ads or Yahoo! Is obsolete. Google is the search engine daddy and so Google should take the entire budget, but it’s not always the case. Here’s why.

A Small Market Share is Still a Share

Obviously, Google is the most popular search engine but even if one per cent of the UK customers used Bing Ads (the statistic is actually a lot higher), you’d still be marketing to a million people. That’s not a figure to be sniffed at.

Bing and Microsoft are Best Friends

Many people use Microsoft and update their windows regularly. The updates will add a Bing toolbar for convenience along with Bing search for the user. This means. All Microsoft users start off with Bing. Of course, some change to Google, but there are many that keep the original search engine

Default Browsers Use Bing

It’s not just Microsoft who has Bing as a default; many other platforms use Bing too. In fact, it’s actually quite popular with the younger generation and the toolbar is downloaded with a lot of add-ons popular with tweens such as Minecraft skins and music streaming.

Bing Ads Have Less Competition

There’s a lot less competition on Bing, which means the cost per click is lower. You may argue that there are less people to advertise to but that doesn’t really matter if you’re paying for cost per conversion.

Lower Costs Per Conversion

The cost per click through is also lower which could be due to a better placement of ads, or the decrease in competition as mentioned above. Whatever the reason, your costs will be lower too but you’ll still enjoy the same profit. That’s not to be sniffed at.

Bing Ads Are A Good Return on Investment

In summary Bing ads are actually a great return on investment. The cost per click is, on average, 42% lower than Google and this also makes the investment very low risk. If you think you could benefit from Bing ads, talk to us. If you’d like to know more or to see how Bing ads can work for your business please don’t hesitate to get in touch and ask us questions. We’re always here to help.

Thomas Coppen

How the Best AdWords Manager Can Lower Your Costs and Increase Your ROI!

You’ve heard the horror stories of when a brand hires an inexperienced AdWords Manager. You undoubtedly know someone in the industry who has lost a lot of money this way. We’ve given you tips on how to make sure you choose the best AdWords Manager for your business. Now it’s time to look at the positives to see how a good PPC Agency can lower your costs and bring you customers.

Getting to Know You

A good PPC Agency will begin by getting to know you and your customers. They want to know your history, your successes, your best selling products. A good PPC Agency wants to know what makes your customers tick and they want to replicate great results while appealing to your target market. If an Adwords Manager isn’t asking you questions about your business, how will they know how to sell your services or products to customers?

Finding the Right Platform

Once a PPC Agency understands your target market, they will determine the right platform for your PPC campaign. Will it be through Google Shopping, Remarketing or Video ads, how does your demographic respond to adverts everyday? These insights provide invaluable information that help your PPC agency reduce your costs before the campaign has even begun.

Choosing Words Carefully

A good PPC knows how to use broad match terms and negative keywords to your advantage. For example, if you sell car parts, you don’t want to spend money advertising to those looking for car insurance. Your experienced PPC Agency will ensure that not one penny is spent advertising to those who have no intention to buy, a bad PPC Agency meanwhile…

The Final Destination

People who use Google to search expect lightening fast results and they want to purchase and run within seconds. They don’t appreciate an ad that may send them to another part of a site in the hope they’ll pick up some extra products on the journey to the page they expected. A good PPC Agency understands the psychology of the clicker and will always create ads that produce the highest conversions.

Adapting to Change

A good PPC agency will be on the ball daily and adapting to change, whether that’s responding to current trends and taking advantage of the Google landscape and trendy search terms, or changing the ads to reflect new products and new offerings. A good PPC agency will never set up a campaign and then leave it to run its course, as they know it needs constant managing in order to produce the best results.

If you’re in any doubt as to whether you’ve chosen the best PPC Agency for your business, the answer is, you probably haven’t. Please do get in touch and ask us as many questions as you need to in order to reassure yourself that you’re in the best PPC hands for your brand.

Thomas Coppen

What Happens When You Hire an Inexperienced PPC Manager?

For a new business, finding a PPC Manager or Adwords agency seems easy. There are so many offering services that it appears as though we’re spoilt for choice. Prices, too, can vary, from very little to seemingly expensive and it’s only until you’ve spent a month with the company that you can assess if you made the right decision when hiring.

In other words, hiring a PPC Agency is a risk for new businesses. AT Keel-Over Marketing we eliminate this risk by being completely transparent. We welcome questions and are quick to share our history and the results we’ve achieved for clients. We’ve ensured we’ve met all the criteria to become a Google Partner and we’ve passed all the exams that demonstrate our expertise in the world of AdWords and PPC.

We do understand though, how tempting it can be to choose the first PPC Agency that gets in touch, especially if they make grand promises for a small budget!

That’s why it’s important to understand just how an inexperienced PPC Agency will use your money, the money you hope will be spent on bringing your business a profit.

It’s Their Learning Curve with Your Cash

PPC is complicated, and shouldn’t be attempted by anyone without the relevant Google training. Even new Google Partner graduates will test their skills on their own AdWords campaigns before risking a client’s money. This is because PPC involves a lot of nuances and delicate operations. A change, such as a landing page URL can have dire consequences for a business’s conversions.

An inexperienced PPC Agency will still be learning about what works and what doesn’t. Of course, there is a little learning with a new client, as we assess which ads have the best impact for the target audience, but these analutics can be learned WHILE bringing the client a tidy profit.

They Will Spend More to Counteract a Low Quality Score

A PPC budget obviously goes towards bids for keywords, and, obviously, you pay per click. Few clients know that costs can be reduced by ensuring the ad itself is of the highest quality. Inexperienced PPC managers will ignore the ad quality and will spend more of the client’s money to counteract this deficit. It’s ruthless, but it’s true. A good PPC agency will ensure the quality score is spot on in order to bring you the best bang for your buck!

Who Needs Repeat Custom Anyway?

Repeat custom or customer loyalty is the backbone of any business. It’s a well known fact that it costs less to sell to a current customer than it does to obtain a new one. An inexperienced PPC manager will not care about the repeat custom, they will only focus on the clicks, paying no attention to the emotions of the consumer, as long as they receive those statistics.

A good PPC manager will ensure every person that clicks wants to return at some point. They’ll make sure they land on the page they expected in order to leave the customer satisfied. They won’t bait and hook, they’ll deliver what they (or you as a business) promise, leaving the customer with happy emotions that makes them want to return in future.

Thomas Coppen

How to Use Your PPC Agency to Increase Conversions

If you’ve hired a PPC Agency for your Adwords or Google shopping campaign you probably believe that there’s nothing else for you to do in order to see the conversions come flowing in.Of course, a good PPC Agency like Keel-Over, will bring you results regardless of your input but there are a few areas you can optimise to ensure conversions are guaranteed and the checkout process is quick and painless for the customers Keel-Over drive to your site.

Say What You Mean

If you’ve chosen Google shopping as a way to promote and sell your products it’s important that your ads on Google lead directly to that product’s page. You may believe that leading a customer to a selection of products (in the same genre) would increase sales, when in fact, it’s proven that it frustrates the customer instead.When a customer shops through Google, they expect an almost instantaneous purchase, a very fast website and the ability to buy the product in seconds. They really don’t like being led on a merry dance through pages they weren’t expecting, and they will reward this behaviour with a click away, and a purchase from your competition.

Keep It Clean

Basket abandonment is a real problem online, and one that many big brands work tirelessly to combat. You can improve your basket abandonment stats with clear directions to the checkout and an easy checkout process. Try not to fill the checkout pages with pop ups or sign up options. Instead, make it as easy as possible for the customer to complete a sale. You may believe it’s a missed opportunity if a customer is on site and they don’t sign up to your newsletter, but if they enjoy the process, they will be back and loyalty is worth a lot more than a one off frustrated purchase.

Answer All Questions

When a customer clicks on your product page, they have questions they need answering. If they can’t find the answers to these questions on the same page, they will either email you (and look for an alternative product in the meantime) or click away and go elsewhere. All you have to do is make sure your product descriptions include the information they need to make that purchase. Consider what you would ask, depending on your product, and try your best to include these details in the description, or in a separate tab (if it’s boring information such as the product dimensions).One of the most frequent questions customers look for answers to is, “How soon will I receive my item?” Followed by, “How much is the delivery cost?” Some retailers like to hide the delivery cost until checkout but this rarely works as a customer never appreciates the deception and it leaves a bad taste in the mouth. If you’re offering free delivery, let your customer know, and reassure them that they will receive the item as soon as possible after ordering. These are all little things you can do to ensure that when a Google Shopping customer lands on site, they enjoy a great user experience and are encouraged to checkout. With just a few tweaks you could see your bounce rates decrease and your conversions rise dramatically.

Thomas Coppen

Expanded Text Ads and Green Ad Label

Beta testing has now ended and Google has rolled out two significant AdWords updates, with Expanded Text Ads almost doubling character limits and the yellow ‘Ad’ label getting a green makeover.

So what has been the early impact of these modifications and how can AdWords marketers make the most of the opportunities they present?

Early results of AdWords updates

As a premier Google Partner, we had early access to the new layout and have already been experimenting with expanded text ads for several weeks. Early indications have shown improved click-through rates of 20-30% across each account, which is exactly what Google predicted when announcing the changes.

It stands to reason that having more words to play with will encourage more clicks; two 30-character headlines rather than one 25-word character headline allows you to highlight key features and detail exactly what you have to offer, while an extra 10 characters in the single Description Line allows more room for creativity. Making the most of the available space can only help incentivise target demographics to click-through.

This is big news for specialist PPC managers who have long been espousing the benefits of pay per click marketing; if the most cost-efficient form of online advertising is set to explode and generate at least 20% more traffic to client sites, the forecasted returns could be huge.

Not only has Google opened up the restrictions on word count, giving AdWords agencies plenty of scope to craft imaginative and emotive copy, the decision to ‘go green’ is also expected to boost CTR’s.

There’s no doubting that the previous yellow label stood out more, highlighting paid-for listings, making them really stand out from organic search results. However, ‘going green’ ensures that ads blend into organic listings more naturally. The reason for doing this? A Google spokesman told Marketing Land that the change of colour is part of ongoing research to ‘improve the look and feel of the search results page,’ and that it has been rolled out ‘based on positive feedback from users and advertisers.’

The yellow ‘Ad’ icon was first introduced in 2013 to ensure people could clearly tell ads apart from organic results, but AdWords managers have long been aware that some consumers tend to bypass ads altogether, assuming that sponsored content is somehow untrustworthy or spam, no matter how targeted and high quality it may be.

Going green might be a subtle change, but it’s not as brash as the previous yellow, so savvy web surfers might start taking ads more seriously. Importantly, the labelling remains prominent and clear without standing out quite so much. Google is highly focused on improving the AdWords customer experience, so far from being a deceptive move, it’s highly likely that their feedback has indicated that the green facelift has resulted in a better overall user experience.

Some AdWords agencies have noticed increased CTR’s of 15% since the change of colour, and invalid clicks from fraudulent search bots have dramatically fallen, possibly due to the fact that it’s now much harder for them to differentiate between ads and organic search results. A double win for PPC marketers and their clients.

Capitalising on extra clicks

With significantly higher CTR’s, all the indications are that the recent Adwords updates – the biggest in the platform’s 16-year history – will ultimately lead to increased revenue for users, so long as best practice for AdWords campaign management is followed.

Attracting more visitors to your site is only the first part of the game, though, and monitoring user behaviour once they hit your landing page is key to converting clicks into cash.

All landing pages must be optimised, which means making them highly relevant to each individual ad, packed with exciting and accurate sales copy, as well as having an easy-to-use, clear call-to-action. Not forgetting, of course, the renewed importance of ensuring that websites are fully-responsive to mobile devices.

There’s no doubting that AdWords has grown to be the most cost-effective advertising method in the world, with the ability to analyse and refine campaigns until they consistently deliver big returns. However, these changes have the potential to completely revolutionise the PPC marketing game, helping AdWords marketers take already-impressive revenue streams to the next level.

For more information on how we can make the recent AdWords updates work in your favour, please read all about our unique Return On Ad Spend package and get in touch today!

Thomas Coppen

Website Call Conversions

For a lot of AdWords users, you might have conversion tracking set up on your “contact us” forms or transactions, but what if you do a lot of your business over the phone? Ad call extensions can only go so far, and you might be missing out on knowing which keywords are bringing users to your site and getting them to pick up the phone. That’s where website call conversions can help.
Back in 2014, Google reported that 70% of all mobile users call a business after seeing an ad. That figure is only increasing. However, many users don’t just call when they see your ad, but after they click through to your page and get some more information. Now you can find out which keywords lead to those onsite calls.

How do Website Call Conversions work?

All you need to do is place a snippet of code on your page. This dynamically changes your phone number to a Google forwarding phone number. The number uses the same font, size and colour of your original, so it blends in seamlessly. The call then gets sent through to your normal phone line, and triggers a conversion in your AdWords account. You can even set a minimum call time to make sure that the calls that are generated are actually valuable enough to generate business.
There’s also no extra charge for the service, which makes it much more cost effective than other pieces of call tracking software.
Before you set it up, you need to make sure that you have Google call extensions with a Google forwarding number in your ads. Just in case you don’t, here’s a link on how to set them up.

How do I install them?

To set up website call conversions, create a new conversion action in your AdWords account, grab the piece of code, and put it on the relevant pages of your site. The code does the rest, dynamically changing your phone number to a Google forwarding one. Just in case, here’s a quick guide.

How can I check if my code is working?

Google Tag Assistant is a nice and quick way of testing if your website call conversions code is working. This will confirm if your code is implementing properly.
This won’t tell you if your phone number is being dynamically changed properly, though. For that, we recommend clicking on one of your ads (find one with a low cost per click), checking the dynamically generated phone number, then calling it for the minimum time you set in the account. Then, you can check your conversion column in AdWords. If you have a conversion, you’re up and running. If not, you have some tweaking to do.

Important Things To Remember

As useful as website call conversions are, you have to remember a couple of things that it can’t do for you.
  1. First, they only track calls through Google ads, and not through any other platform. This means that you won’t be able to compare your data to your other traffic types.
  2. You can’t see any of the details of the call either, only when it was and which keyword triggered it. This means that you have no phone number or names to identify your calls.
  3. Finally, you can’t record the calls, so you have to keep track of all of the details of the call.
If these things are important to you, have a look into some third-party call tracking solutions. However, they do come at a cost.

Can Keel Over Manage This For Me?

Yes we can. Contact Us now to find out how we can maximise your conversions and leads now.
Thomas Coppen

Expanded Text Ads for AdWords Campaigns

Why have Google introduced Expanded Text Ads?

Google regularly shakes things up in an effort to improve the user experience – algorithms shift, priorities adjust, new tools are developed and old features retired. The major change for 2016 is big news for AdWords campaign managers  – the introduction of expanded text ads.

This innovation is being rolled out as part of an ongoing move toward mobile-optimised browsing, following hot on the heels of desktop ad layout changes and ensuring that text automatically wraps to the size of any given screen.

What does this mean for your AdWords campaign?

Successful AdWords management ultimately depends on understanding how these updates can benefit you and your customers. At a combined 140 characters, expanded text ads virtually double your potential word power, offering two 30-character headlines, an 80-character description, and a streamlining of the displayed URL.

For AdWords marketers, this means the ability to make Google ads more readable – no more strained, clipped, artificial non-sentences that cram in facts and keywords at the expense of actually making sense.

The results? Google has reported that AdWords campaign managers involved in beta testing have witnessed up to 20% improvements in click-through rates. As such, PPC marketers the world over have been eagerly anticipating the launch, excited at the prospect of generating healthy returns as more words naturally increases the opportunity for more clicks.

How can you get the most out of expanded text ads?

Any PPC manager worth their salt will be well aware that effective AdWords management demands well-executed copywriting, and the extra space presents an excellent opportunity to wow the world with your wares. However, great care will have to be taken to ensure that high Quality Scores are maintained.

You can build your Quality Score by providing genuine value to readers, which means no cheating – no duplicate text or URLs just to fill space. Every sentence must be directed toward your customers’ needs, highlighting the finer points of your product or service and offering a true reflection of what people can expect when they’re taken to your landing page.

Make sure that your in-house copywriter or AdWords agency can say something useful in 30, 80 and 140 characters. 30 characters isn’t a lot; 80 characters gives you enough room to develop your point a little; 140 characters is ample to explain, support or even demonstrate what you’re saying, which is exactly what we’ve done with this sentence.

At the end of the day, expanded text ads require users to refine the techniques with which they should already be familiar. Following best practice in AdWords campaign management will serve you well.

If you’re not sure where to start, or would like further insight into exactly how Pay-Per-Click marketing can work for you, please contact us for a free audit

Thomas Coppen

A Guide to the Google AdWords Changes

Last month at the Google Performance Summit, some big Google AdWords changes were announced. A lot of the summit centred on the huge shift to mobile devices, with 30% of all mobile searches now related to locations. We’ll take a look at the 5 most exciting changes, and how they can help improve your account and take your PPC results to the next level.

Google AdWords Changes – New Expanded Text Ads

After Google’s changes to the search engine results page back in February this year, the big Google AdWords changes were kicked off with bigger, more prominent text ads.

If you’ve ever tried writing a Google ad, you’ll know that you don’t have many characters to work with. But now you’ll have the chance to write more prominent headlines, a longer description line, and more relevant display URLs. Here’s a look at what you’ll be allowed to do:

We have found that using ad extensions such as callouts and sitelinks have always increased click through rates hugely, and having the extra space to work with will allow you to get your brand message into your ads much more effectively. Google have reported that their beta tests saw increased CTRs of up to 20%.

The biggest bonus in this, is that it’ll know be much easier to include all of your long tail keywords in your ad copy – the easiest way to increase your Quality Scores and reduce your overall click costs.

Bid Adjustments by All Device Types

Another big change to Google AdWords is a long overdue comeback. For quite a while now, bids could only be adjusted for mobile, but now you will once again have the flexibility to adjust desktop and tablet bids. You can set a base bid for your most profitable device, and adjust your bids to suit your business and maximise your ROI, with bid adjustments of up to 900% instead of the current 300%.

This gives you a lot more control of your budget, with a new area to optimise your account and increase your returns.

Responsive Display Ads

With the Google Display Network now with a reach of over two million publisher sites and apps, there has never been a better time to target specific websites. Google will now only need a URL, headline, description, and image from you, and they’ll do the rest, adapting them to the site or app that they’re appearing on. This should make them much more attractive, attracting more attention to your brand and increasing your chances of an all import interaction.

Additionally, Remarketing ads will now be given access to the cross-exchange inventory. This gives your ads an even greater reach to the users who have already expressed an interest in your products and services.

New Local Search Ads

Google like to tell us that most mobile users want their mobile searches to be customised to their city, postcode or zip code, or immediate surroundings, with a third of all mobile searches related to location. This means that Google will now increase the amount of ads in Google Maps, such as promoted pins in maps.

Not only is this a great branding tool for your business, but you also get the chance to show promotions and offers to get customers through your doors. Google have said that they will show these ads based on Query context, Location, Search/browsing history, Interests, Behaviours, Time of day, and Demographics. This means that it won’t only be a case of big companies bidding more to dominate the Maps.

Better In-Store Conversion Data

For business with physical locations, it can sometimes be hard to know if Google has had an effect on your overall conversion numbers. But soon, a new, if slightly creepy development will let you know if a user has seen your ad on viewed your location on Google maps, then come to your shop. This will work by using the user’s phone location history, and will give you a much better idea of how well your ads are doing in bringing people through your doors.

So all in all, some very big Google AdWords changes are coming very soon. Which change are you looking forward to the most? Let us know in the comments!