Tag Archives: Google AdWords

CPC Growth Rate Goes Down, Not On Smartphones

According to Adobe’s new Digital Advertising Report, CPC growth is declining in a steady speed, but not in the case of smartphones. Adobe has looked at more than 489 billion digital ad impressions; states over three years composed anonymized, aggregated data. CTR growth has been rising consistently, while CPC growth has taken a drop over the past year, especially between Q4 & Q1. Presently, there is around 33- point gap between the two, in spite being equal last year.

Wherever, it comes to smartphones that gap is inverted. CPC growth is increased by 16% and smartphone CTE has declined by 9% YoY, impacting in a 25-point gap. Adobe research says that ‘mobilegeddon’ was an essential element in the growth of mobile paid search. While the algorithm change looked fluctuating at the time, organic traffic is 10% down among the websites with low mobile engagement, says report.

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Another factor that contributes to the continuous growth of CPC on smartphones is ‘Price’. Clicks are prominently cheaper than desktop click but it won’t last for longer time, expects Tamara Gaffney, principal analyst for Adobe Digital Index.

“Mobile advertising’s inability to perceive value, causes a mobile search click to be valued 37% less as compared to a desktop search click, says Tamara Gaffney. Incremental and conservative approaches to handle “mobile stress” aren’t enough to fill the gap. Innovative and disruptive modifications will be required in sense to drive future business success on both the marketer and publisher side.

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On Facebook, which receive 12% more click in spite half the impressions YoY, the breakdown is more ranged with the global trend. While, the social media giant’s CTR has grown by 99% YoY, the CPC growth has remained steady. This number dwarfs Google’s growth that is 24% YoY.

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As per Adobe, Facebook’s success is a clear impact of better targeting. 51% U.S. consumers think Facebook ads create genuine interest as compared to YouTube ads. Facebook has also reduced the number of ads it displays to attract the large number smartphone users. Gaffney adds, Google is starting to lose its title of marketing vehicle and it’s mainly because they are not receiving as many clicks on the global display ads.

Even though Google continues to control the search market, other search engines are gradually moving ahead to lead. While Google holds 65% of global search spend share, along with 61% in North America, Bing and Yahoo’s mutual spend has augmented to 4% YoY. Russia’s Yandex and China’s Baidu are on their way towards growth; also they have started to exceed their respective provinces.

How To Use The 80/20 Rule For AdWords?

The 80/20 rule

The 80/20 rule or the Pareto Principle, is commonly used to manage businesses, however, it can be used to take critical online marketing decisions. The 80/20 Rule has always been important, not just because it has been named after an economist from Italy, however, because it seems like the most effective way to achieve goals. This rule is also valid for campaign optimization or management. Below, we have listed several ways one can use to apply the 80/20 rule. Following are five ways; anybody can apply immediately and have a quick impact on AdWords campaign performance.

Identify – 20% of locations That Make 80% Conversions

The rate business conversions differ as per the performance of different geographic locations. Hence, this is a great opportunity to encourage the effectiveness of your campaigns, cut off the budget on what does not work and augment you budget for what is working well. In relation to monetize the performance of the locations in your campaigns, you have to log in to Google Analytics and click on Location, Geo and Audiences.

Identify – 20% of the hours of the day that generate 80% of the conversions

Each service or product alters differently at different times of the day. You must focus on your performance by the hour and find the hours which are working the best to maximize your effectiveness. In the dimension tab of AdWords, you can find the performance by hour of the day.

You can also save the same information through Google Analytics in case you want to distribute the traffic by source. This is easy, especially if you wish to know whether people from various sources work differently. Once, you find out your top 20% hours of the day, you can enhance performance in one of two ways:

  • Use bid modifiers to increase your top hours and/or reduce costs in the hours, which don’t work
  • Run a campaign for your best hours and one for the rest of the hours. This will give you both budget and bids flexibility.

This second solution is a bit tricky, taking into consideration that each location might work differently. If you have already built campaigns per location, you would need to create duplicates to run at different hours of the day.

Identify – 20% services or products that generate 80% of conversions

Majority of businesses serve more than one product or service, and each of them funds differently to the monthly turnover. You can optimize campaigns based on the performance reports and look up to what earns the most profit.

Once you have found the 20% of the items, which generate 80% of the sales, you can –

–          Build custom ad groups for the best items and modify the promotional text

–          Run a search campaign on Bing and Google

–          Create Remarketing campaigns both on social media and Google AdWords

 Identify – 20% keywords, which generate 80% of conversions

Everybody is endeavoring to recognize the top performing terms of a campaign to be capable to enhance results. However, just recognizing the terms won’t be sufficient. What makes you different is your way to use these terms.

Start by recognizing two forms of terms –

The 20% of keywords, which produce 80% of the traffic

The 20% of the keywords, which boost 80% of the traffic

Identify – 20% of the time of year, which do 80% of conversions

Majority of businesses do well in particular span of time in every year, which they consider as a high season. Finding out what months make the most conversions is important, especially when it comes to assigning marketing budgets. Assign more budgets during high season and lower the budget for none or low performing days.

PPC Automation Strategies For Retail Search Advertising

Pay Per Click

As an era of retail text ads is changing, retailers with large product catalogues or prominent investments in PPC channels know it can be hard to stay ahead of the channel management. With so many concurrent campaigns and a range of products, it becomes less genuine to devote the product-level attention that each SKU deserves.

From supporting retailers with their advertising strategy to staying ahead in competition, PPC automation is used for various purposes, containing –

Alerts – keywords, ad groups, low-performing campaigns

Reporting – KPIs, custom metrics, and metrics

Advanced Optimizations – Stop low-performing creative, optimize for custom metrics

Recurring Tasks – Ad creation, ad copy: inventory, sales, pricing

PPC automation types include AdWords, automated rules, AdWords only platforms, AdWords scripts, and enterprise cross-channel bid platform. The variant ways retailers can control bid automation strategies include –

Custom Rules & Algorithms –

While, these might be considered as ‘less-refined data algorithms, “they will provide more freedom for customization and are available to outer data sources, like stock info, weather data and much more.

AdWords’ Existing Automation Features –

Automatic bidding is the easiest AdWords bidding strategy. There are a lot of automation tools available in AdWords, which can increase CPC, target CPA, target search page location, target ROAS, and maximize clicks.

Use offline conversion data for bidding –

Retailers can post offline conversion data directly in AdWords and adjust bids based on offline data. It is handy for retail shops and lead generation with longer buying cycles.

Build up your own algorithms and rules with AdWords Scripts –

Retailers can use sheets to save historical data on Google Drive, or host the data in .txt or .csv on their server. This data can be utilized to inform actions on bids and schedule weekly or daily adjustments, depends on volume of traffic and keywords.

Even though technology drives efficacy in a well-planned campaign strategy, it does not build a well-organized campaign strategy. In simple words, you do not want to depend on automation along against your competitors and believe to win, however you must know how to control automated technology to boost your bidding strategy.

Google Ads Now Show Ratings From Google My Business Listings

Google My Business

Ratings and reviews on Google My Business are about to become an important revenue driver, as of now they can be displayed in Google Ads using location extensions. Google has confirmed that ratings from the Google My Business listings will be capable to appear beside ads on tablets and desktop. Google My Business location information is already automatically connected to AdWords accounts, so all you need to do is make sure the location extensions are assisted. As explained by Google, this feature can be a vital decision maker when it comes to someone choosing between your competition or business:

“People highly dependent on the opinions and experiences of others to help and make decisions such as which ice cream parlor to visit, where to buy tires or which dentist to take an appointment with. Your ads become much useful for consumers with local ratings to find local information and can enhance your ad performance.

Earlier, seller ratings from third party websites were utilized in combination with Google Ads as long as there were thirty or more reviews. Now, you have the choice to show ratings from your Google My Business page also. Earlier with the help of AdWords Express, it was possible to get Google reviews to appear beside your ads. However, now all the AdWord customers will be able to use this feature, but still there are no words on whether you need to have a specific number of reviews to get your star ratings displayed.

Mistakes To Avoid While Managing Paid Search

Mistakes to avoid in paid search

Whenever it comes to Paid Search or PPC, there are a lot of things which we should do, must do and not to do. Yes, what you read is correct. There are few things which we are not supposed to do. If you have managed paid search campaigns, then you must know, every now and there we skip the obvious. A slight overlook, miscommunication with a team, or trying too may many things at one time can cause major damage or pricey errors. Hence, there are few must avoid things and suggestions!

Don’t try to fit one size for all –

Don’t assume that a strategy worked for one paid search campaign will work similarly for another campaign. When taking over an existing account, it is essential to take care of few things. You look at the opportunities for optimization and expect that the things, which worked for other accounts will work for the new account.

What should be done – Understand the history of your new account – collect as much as possible information from the former owner. Analyze the change in the history and analytics before you make the changes.

Don’t overlook the negatives –

Negative keywords are major elements of any paid search campaign. Negative keywords can assure you that you are not spending on keywords that are negative or irrelevant. E.g. if you are dealing with pizza restaurant and you are concentrating on a phrase or a modified broad match type that means you don’t want to show up your ad for phrases relevant to fast food restaurant.

What should be done –

Whenever you will launch a new account, ad group or campaign, make sure you integrate negative keywords. Put it as a review point in your launch checklist and confirm it during your final QA process. When including negatives, go through the keywords that you are bidding on through a search – you might find that there are several meanings for your terms.

Don’t take off your eyes from the ball –

It usually happens with all of us, especially during those days when we are busy handling other accounts and forget to find that change we made last night. And you see that change you made last night impacted in your daily budget being expended by noon.

What should be done – it should be your first priority to check your accounts in the morning. Check your daily spends and make sure it is on target, your budget is wandering where it should be and any recent moderation should not have any kind of negative effect.

Don’t skip the budgets –

You might have a client with a budget, whose budget changes on daily or monthly basis. And when you are handling multiple accounts, it can be difficult keeping up with which client is expensing what amount for a particular day or month.

What should be done – Generating a pacing report is important, especially when you are managing more than one client. By keeping a track of the number of days remaining in the month, you can see whether you are standing ahead or behind the target and can modify accordingly so you can manage the budget.

Don’t Ruin Your PPC Performance With A Bad Website

Improve Website For Good PPC Performance

Pay Per Click/ PPC isn’t just about running Bing ads or Google AdWords, establishing an account and receiving a flood of dollars. There is a lot of more than that. Bid adjustments, ad copy testing, keyword select etc. all play an essential part in the success rate of PPC; however, there is one common piece that rapidly gets ignored is the last thing a genuine customer sees most in the website.

Conversion Rate Optimization has been a buzzing topic over the last few years. There are blog posts and testing tools describing the importance of landing pages and the topic is being discussed widely at industry conferences. Even after knowing it, there are many websites who have yet to use any form of conversion rate optimization tools. However, having the tools in place is not enough. With online shoppers being tech savvy with a growing year and new targeting tools coming from the engines, which don’t depend on your keywords research skills, a well-equipped website is becoming a most important part of PPC success.

Savvy Shoppers –

In the current era, consumers are giving much preference to safe and reliable online shopping. In spite of roaming around the markets and carrying bulky bags, putting credit card and personal information is easier and convenient. However, just because people are willing to shop online, doesn’t mean they are ready to buy it from anyone.

Trust –

Shoppers are very skeptical about sharing their personal info online. Hence, if your website is dealing with children’s backpack product then at first website visit they might not find you trustworthy.  Do some major changes in your website, tone down your website colors and put some actual trust signs on the site. Put in customer reviews, trust seals, mentions in the media and let customers know that you are trustworthy business they can trust you.

Conversion Rate Optimization –

A well updated and developed website will help you to improve your conversion rate optimization. It is not tough to get some good examples of critiques or range of best practices to get a basic concept of how an interactive landing page can upgrade your PPC performance.

Proximity –

Apart from the trust factor, customers are also less tolerant about website’s treasure hunts to find the exact products they want. If somebody clicks on the ad of Adidas shoes, he or she expects to be taken to a page that has same Adidas shoes and more likewise options. Show customers what they expect and grab them before they lose interest from the products.

Google Develops AdMob Tools & Adds Mediation Partners

Google AdMob Tools

Google has released a set of tools at its annual I/O conference for its mobile ad network called AdMob. The updates allow mobile app developers to hide ad from some specific users and offer targeted ads in much major ad networks.

The company has included a new feature in beta to the Audience Builder tool that allows developers to make ads invisible from highly engaged app users. This new Audience Builder tool is powered by Google Analytics, which helps developers to categorize users based on how they make optimum use of a mobile app. For instance, they can make a list of inactive users, and show the ads to the re-engaged users who used to be inactive, while they are using other apps across the Web.

Now with the help of Audience Builder, developers can show the ads to inactive users as well as they can hide ads from a specific group of users. For instance, if they want to give ad-free experience to their loyal users who have already spent a lot of money on in-app purchases then they can make a VIP list through Audience Builder to make sure this group doesn’t get to see ads and stay engaged with their app.

In the meantime, Google has improved AdMob’s mediation tool that allows developers to use other mobile ad networks through the platform. Last year, the company had fifteen major ad networks to AdMob and now it supports 40 mediation partners, including Twitter, Millennial Media, Facebook, Tencent, one of biggest mobile ad networks in China.

New Google AdWords Tools And Features To Improve The Campaign

Google AdWords Tools

Google is continually upgrading AdWords by testing and releasing new features. Last year itself, we got an access of a lot of new feature, many of them were not even declared. Obviously, some of these changes have good potential for greater impact as compared to other, however, how can you prioritize that which trend to hog on first?

Google AdWords Editor –

A feature that received a lot of compliments in 2014! However, it’s been a long time Google has updated Google AdWords Editor. Only somewhere in 2006, they released a massive AdWords Editor update and nothing after that. The feature is bit slow and clunky. It allows you to download all the campaigns at a time in bulk. Also, once you are with editing, you can publish the changes and just open another account.  This is beneficial for agencies or marketers having multiple accounts.

Refurbished Google Web Designer For HTML5 –

Google is having a new tool, which allows one to create interactive, rich, nice animated ads in HTML5.  Recall those day how people used make ads in Adobe Flash – now no one does so, because of the fact Flash doesn’t support mobile browsers. However, now with HTML5, you can create similar type of animated image ads on HTML 5, optimized for both mobile and desktop.

App Promotion Ads –

Nowadays, App is hot topic of the industry. In 2014, people spent majority of their time on app than desktop computers. If still you don’t have an app for your business, then it’s time to think and get one. Google is observing these trends, so they have decided to release a lot of good marking tools for companies, who are already having their own apps. Of course, the first one is Google Search app, where a user can search for anything.

Google To Include ‘Buy Button’ To Search Results In Coming Weeks

Google Buy Button

In a recent time, Google is going to add a ‘buy’ button, which will allow people to buy specific products directly from its search results pages. A report released in the Wall Street Journal stated that initially Google’s buy button will be placed in mobile search, and will be located alongside paid search ads and not in organic search listings.

WSJ’s unidentified sources have clarified how the buy button will perform. When you will click on the buy button, you will be directed to a different Google page to fill out the ordinary purchase. Then you fill in your payment information directly to Google, where the purchase order will be transferred to the retailer to be satisfied.

This news points out another evidence of Google planning to be your one-stop solution for everything to get web pages, to buying products, to ordering takeout.

As Google is growing into the online retail space, it is going to become a major threat for current industry leaders such as eBay and Amazon. Even small scale retailers aren’t happy with this move. Some of the retailers are sharing their concerns privately that it will damage their brand identity and business revenue as the majority of customers will place orders through Google page rather than the retailer’s site.

With the help of this program, retailers will still hold the chance to approach customers to opt-in to their brand marketing campaigns, also gather customer information. Google will preserve all customer payment information before carry forwarding the sale to the retailer.

In spite of having a share of the retailer’s sales price, just like eBay and Amazon, Google will continue to be waged by retailers through its current advertising model. As of now, Google has not commented anything on its buy button, so the news is still unofficial and yet to be confirmed.

Google Unveils New AdWords Products

Google Adwords Products

It has become an old story that mobile search has officially overlapped on desktop search, in order to the same Google is introducing a slew innovative products for its AdWords customers.

Google vice president of product management shared some words on the same in an annual AdWords Performance Summit in a live stream at Half Moon Bay, California. He said “wise marketers understood that I want to go, I want to know, I want to buy; these are more important necessities of customers than the need for a specific brand.

He added, “Across billions of daily searches, billions of hours of video watched every month, billions of interactions across various websites and apps, these are the moments that truly matter”.  What matters in those moment is not who we are, but what we intend to do at that instant.”

To help out those marketers and influence those specific moments, Google had launched some new AdWords products, which will be rolled out in the upcoming months –

Soon, Google will have more lively image automotive and hotel ads, along the lines of its Shopping Ads. Through this, users can go through the carousel for pictures of the car’s interior and exterior. To get more information they just have to tap on the images, like miles-per-gallon and horsepower. An added feature allows you to find the close by showroom.

Likewise, the hotel bookings will be easier. Searches will bring out information like availability, rates, user reviews, Google Street View and Locations. Hotel ads will also have call-to-action ‘’book’’ button.

With a comparison tool, Google allows users to compare rates of various products and services. In financial vertical, Google’s group product manager, Stephanie Cuthbertson said, as you’ll explore, you will get through a guided experience, which will help you to discover various options and the effects of your choices. When it comes to time to buy, you will be capable to compare across a lot of financiers, getting those existing rates.

To develop attribution, new products will allow marketers to choose attribution models for every conversion type, boosting them to move beyond the last-click model; better observe the effect of their Google ads incremental impact and include cross device conversions in the Conversions column. In future, cross device conversions will be incorporated into automated bidding.