Category Archives for "Marketing"

Feb 01

The Hidden AdWords Options Most Marketers Miss Out

By Mohit | Marketing

Setting up effective Adwords campaigns is no easy task. One has to look at several factors like demographics, keyword bids, competition, etc to come up with a campaign that uses the least budget, yet gives the best conversions.

There are some often overlooked features of Adwords that can give you an edge over competitors if you take time to understand and implement them. In this article, we look at a few such options in Adwords that you should definitely consider when creating your next ad campaign.

1. Household Income Targeting

​A tactic unused by many marketers is targeting by household income. This feature is hidden inside the ‘Location Group’ option while setting the demographics of your ad. What this does, as the name suggests, is allow you to target ads based on the household income of potential customers.

Target income

Image by Joshua Earle via Unspalsh

This is currently only applicable to the US market since it uses public data available from the US Internal Revenue Service (IRS). Using the option, you can select a household income tier ranging from top 10% to lower 50% in a specific geographical location. This enables you to target ads only to specific people who may be in a financial position to consider your product for purchase.

For example, if you are selling luxury watches in Boston, then it is a no-brainer that your adverts be shown only to people who have the income for it. Displaying such ads to people who cannot afford it will only result in the ads being clicked, but no product being sold, or ignored altogether. So, when you setup the campaign for your luxury watch, set the location to Boston, and then choose the option “Top 10%” from the “Select household income tier” drop down menu.

2. Callout Extension

A simple way to add more detail about your product/service to the ad is by using Callout Extensions. Many marketers, especially newer ones, often overlook this feature. What Callout Extensions allow you to do is to add an extra line of information just below the ad for free.

So, if you have an ad content which says “Get the best, tailored suits in New York,” you can add a Callout Extension that says “100% money back guarantee” or “Free delivery in 12 hours” or something else that is relevant to the offer.  With this extra info, your ad ‘real estate’ increases and so does the chance of people actually clicking on the ad and arriving on your landing page.

3. N-Gram

A more recent addition to Adwords, an N-Gram view shows the impressions received by a particular word within a search term, the number of clicks it has received and its conversions.

For example, for a query like “buy cheap locks now,” an N-Gram view might show that the word “cheap” has received 700 impressions, 40 clicks and 1.0 conversions, while the word “now” has received 150 impressions, 15 clicks and 1.0 conversions. By looking at the data, you will easily deduce that the inclusion of the word “now” in your ad campaign offers your ads the most clicks and conversions.

This is the power of the N-Gram view. The feature essentially allows you, with a high level of detail, to pick out words that offer the highest conversions at the cheapest cost. ​You can then use the word in your ad campaigns more frequently.

4. Call Bid Adjustments

Click-to-call ads have been available to Adwords users for some time now. And they have been proven to have high conversions. In fact, Google itself claims that click-to-call ads convert three times more than the usual website click ads.

And with the addition of call bid adjustments, users will now have the power to determine how much of their ads will show a call option. So, if you want the call ads to appear 70% of the time, then Adwords will adjust the bids accordingly, effectively ensuring that more users will see your call ads.

​This essentially gives you the power to use both channels, website clicks and calls, to drive traffic to your business. So, if you think an ad campaign has a greater chance of receiving more calls, then using call bid adjustments is definitely something you should consider.

5. Negative Keywords

One of the most important things that make an ad campaign profitable is to ensure that the keywords that you bid actually converts. And one way to make sure this happens is to identify and exclude all negative keywords that might hog your clicks.

For example, suppose you sell wine glasses exclusively and bid for keywords like “latest wine glasses.” Google might go ahead and display your ad to people who simply type in “latest drinking glasses.” And when they click on your ad, your budget gets depleted without you never having a chance of making a sale since the person might just be searching for a simple drinking glass and not a wine glass.

This issue can be resolved by adding a list of negative keywords. Research all the keywords that can trigger your ad, find out those which may attract people who are not your target customers and then include all the identified keywords in the negative keyword list of your ad campaign. Now, the ads will never be shown to people who type in such irrelevant words.

So, when you include “latest drinking glasses” to your negative keyword list, your ads will not be seen by people who type in those keywords. As a result, your ad budget is used more efficiently.

6. Ad Customizers

Ad customizer

Image by Jens Kreuter via Unspalsh

If you run ad campaigns where the ads differ slightly depending on certain parameters, it can become quite complex to handle the multiple ads. However, with Ad Customizers, you simply have to manage one ad while adding in the conditions to trigger the variation of the ad. This simplifies the entire process of ad campaign management.

For example, suppose you want an ad to display in two different ways on mobiles and desktops. In the usual circumstance, you may create two ads to target the two different devices. But with Ad Customizers, you only have to manage a single ad, and you can trigger the variations depending on whether it is displayed on mobile or desktop. 

Another useful way to make use of Ad Customizers is in countdown offers. When you are providing a time-limited offer, then the countdown feature is of immense benefit to get the message across to prospective customers in an impactful way. Once you set it up, a running countdown will be displayed near the ad which shows the users how many days, hours or minutes are left before the offer expires.

This can create a sense of urgency in the minds of the prospective customer and lead them on to take a positive action. For example, the ad can display that there are “15 hours before prices double,” which will eventually go down to “3 hours before prices double” when the customer is served the same ad 12 hours later.

7. Remarketing

Still underutilized by the majority of marketers, remarketing is a powerful concept that displays ads at people who have displayed an interest in your business and are therefore likelier to make a purchase.


This is done using a piece of code that is found in your Adwords account. Just copy and add it to your website to start remarketing. Now, every time someone visits the specific page, a cookie is downloaded on their device. This helps in delivering targeted and customized ads later on. 

Remarketing can be used in many ways. The simplest method is to show ads to people who have visited your website. An e-commerce website can benefit immensely from the high level of customization offered by Google’s remarketing functions.

For example, suppose a user has visited a product page displaying iPhone 7. Using Google remarketing, you can deliver ads featuring iPhone 7 to that specific customer no matter which website they visit. And if they later check out the black colored iPhone 7 product page, you can then show the customer ads featuring a black iPhone 7.

This targeted advertising takes advantage of a customer’s interest in a specific product and therefore has a higher chance of converting into a sale rather than normal ad campaigns which are just randomly aimed at all types of visitors.

A shrewder way of using Google remarketing is to target people who have added a product to the cart but stopped short of checking out and completing the purchase. You can deliver ads to such people with discounts specifically targeted for them.

For example, suppose a person added a PlayStation 4 to their cart but did not complete the shopping. Using remarketing, you can show them an ad offering “15% discount for purchases made before Feb 25” or something similar.

​So, try to incorporate the above tactics in your next Adwords campaign and you are sure to see some positive changes. But as always, the effectiveness will vary depending on many factors. As such, make sure to keep testing and rotating campaigns for your target market before you scale up the bids.

Jan 02

How To Avoid Burnout & Survive Long Term In Digital Marketing

By Mohit | Entrepreneurship

Are you ready to build a successful digital marketing business?

How To Avoid Burnout & Survive Long Term In Digital Marketing

Well, it’s doable. But you need to remember that digital marketing is an umbrella term used to describe different marketing strategies through online channels like websites, search engines, and social media.

Sounds simple enough, right? Just stick some colorful banners here and there and you’re done.

Well, it’s not that simple. In the information age where online channels multiply at an exponential rate and customers digitally zigzag everywhere, keeping up can be next to impossible, making digital marketing ultimately stressful.

Sadly, burnout can cause several negative events to happen to an individual. The Workplace Burnout Triangle illustrates it better:

How To Avoid Burnout & Survive Long Term In Digital Marketing

Why Digital Marketers Experience Burnouts

First, remember that customers are the lifeblood of any business, and digital marketing is the key to making sure the business stays within the customer’s grasp.

Digital marketing can be too huge of an undertaking for just one person as the web isn’t comprised of only one platform.

How To Avoid Burnout & Survive Long Term In Digital Marketing

Even working in teams may not be enough considering the vast amount of data to be dealt with. As a result, entrepreneurs in the digital marketing industry put in long hours that are definitely bound to backfire sooner or later.

It’s a widely known fact that stress is a precursor to burnout and work-related stress is very common among those in the digital marketing game.

On January 2017, Future Workplace and Kronos conducted a survey of the root causes of employee burnout and found that unreasonable workload and too much overtime tied in second place at 32% after unfair compensation at 41%.

Tips to Prevent Burnout

In the world of digital marketing, the amount of workload isn’t something that can be completely controlled.

How To Avoid Burnout & Survive Long Term In Digital Marketing

Often times, the adjustment has to come from the digital marketer himself. The good news is there are a lot proven ways to prevent getting burned out. Here are some that will help you get started today:

1. Release stress in a healthy way. Burnouts are primarily caused by unmanaged stress. In an emotionally demanding environment, it’s particularly easy to make bad stress-release choices like drinking.

In fact, a 2015 study at the Queen’s University in Canada revealed that acute stress increases voluntary alcohol consumption. 

How To Avoid Burnout & Survive Long Term In Digital Marketing

Since it is a known fact that alcohol intake is a setup for long-term health problems, releasing stress through drinking is definitely not an option if you want to avoid getting burned out and staying alive for the long haul.

One expert-recommended method of releasing stress is practicing relaxation techniques.

2.Find a hobby that has nothing to do with digital marketing. This works hand-in-hand with number 1. If you’re trying to avoid getting burned out, you might want to completely distance yourself from what you routinely do once in awhile.

How To Avoid Burnout & Survive Long Term In Digital Marketing

Getting a hobby is a great way of relieving stress and recharging your creative batteries.

Hobbies give you a piece of work-free, responsibility-free life and that means significantly reducing stress.

3. Slowly shift to a healthier lifestyle. The digital marketing world is known to operate at breakneck speed and sometimes, eating healthy and getting exercise can be very difficult to squeeze in your schedule.

How To Avoid Burnout & Survive Long Term In Digital Marketing

But little efforts put in daily do come a long way. You can start by making better food choices and waking up an extra half hour a day to do gentle stretching or walking.

You don’t have to overhaul your entire lifestyle overnight to live healthier. Just make sure you work on it little by little every day consistently.

4. Sleep. Sleep is your body’s natural way of rejuvenation, and you certainly can’t do that if you’re constantly checking your work email long after leaving the office.

How To Avoid Burnout & Survive Long Term In Digital Marketing

It’s always best not to bring work at home unless you definitely have to. Spend some time with your loved ones when you get home, take your mind off work, and let your body recharge for another day. Rest is very important as it facilitates your body’s healing and repair.

Time Off: A Wakeup Call for Business Leaders

How To Avoid Burnout & Survive Long Term In Digital Marketing
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    The survey conducted by Future Workplace and Kronos last January 2017 serves as a wakeup call for all companies across the world regarding the dangers posed by employee burnout on both the employee and the company.
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    The same wakeup call goes to digital marketers and online entrepreneurs in general.
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    Avoiding burnouts isn’t a one-way street. Managers and business leaders also have to take certain steps to make sure that their staff aren’t pushing themselves way beyond their limits.
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    Taking time off is crucial in preventing burnouts as it allows recuperation from relentless job-related pressures but a recent study revealed some pretty alarming reasons why most Americans prefer dealing with work-related stress head-on than taking time off.


of American workers don’t take time off because they don’t want to return to a mountain of work, which then would be an even bigger chal


of managers don’t talk about the importance of taking time off with their direct reports and 11% only do it once a year.


of employees say they would take more time off if they are supported and encouraged by their employers.


6 in 10 employees report a lack of encouragement from their boss and their colleagues when it comes to taking time off.


 say that they hear either nothing, mixed messages, or discouraging messages about taking time off.

These findings may be overly focused on employee burnout, but digital marketers can can learn from it. Because to a large extent, we’re all employees (whether you’re directly working under someone or you’re a solo entrepreneur).

As a digital marketer, the best course of action is focusing on improving work-life balance. More importantly, encouraging time off to enjoy your life is essential if you want to stay productive and achieve significant results.


A lot of things can be done on the management side to make the work-life bearable for marketers and team like placing flexible work schedules, embracing telecommuting, and providing wellness programs that workers can take advantage of.

Fashioning a workplace that welcomes open communication among its people and creates an ambiance that fuels productivity and creativity can also be a great platform for keeping work-related stress at bay and significantly decreasing the risk of burnout.