This is from Google We understand it’s valuable to know how prominently your ads show on the search results page. So, in November, we rolled out “Impression (Absolute Top) %" and "Impression (Top) %”, which describe what percent of your ads appear at the top of the page and absolute top of the page. These new metrics give you a much clearer view of your prominence on the page than average position does. To complement these metrics, we also rolled out "Search absolute top impression share" and "Search (Top) IS". If you want to optimize for position, these are the best metrics to use. And you can use the Target Impression Share Smart Bidding strategy, if your goal is to get your ads to a prominent location in the search results.
With the availability of these new metrics to understand prominence, we plan to sunset average position in September of this year. If you currently use average position, we recommend that you start using these new metrics when measuring and optimizing for prominence.
0 Comments
CPA (cost per acquisition) is a number that denotes how much an advertiser has paid in order to get a conversion. A conversion is the intended action a web visitor has done on the website. The actions could be filling in a form, downloading a software or pdf and buying a product. Target CPA according to google is “Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.” It works by using historical information about campaigns and uses other factors present in the auctions to get conversions. The machine learning tries to find for the best bid at the time of ads are eligible to appear and looking at user’s intention to convert on any site. The bids that Google set are an average in order to get conversions within budget. The bids are raised and lower to get conversions. There are times the bids are raised and conversions occur while other they are lowered for the same result. Throughout the whole process the bids will be averagely priced. The raising and lowering of bids takes place because there are factors beyond Google’s control e.g. increased competition, website changes and user intent. If a target CPA is set at $15 Google will set bids to get as many conversion at $15. How to reduce CPA Locations: Ads serving a larger location will tend to lead to higher CPAs, meaning fewer conversions within the target CPA. Working with a smaller location or market gives the system to a chance to properly optimize so that it provides the best returns on investment. Quality score The higher the quality score (QS) the lower the price that is paid for the auction. QS Of 9 and 10 reduce the cost per bid by 50% while the QS of 1 increase the bid by 400% in order to hold the ad rank. Quality score can be increase by including the keyword in the ad headline, ad copy and landing page. Increasing the QS lowers the amount spent on clicks and also lowers the target CPA If functions IF functions allows to insert a specific message in the text ad when a condition is met, and a default text when it does not. This makes the ads tailored to each search and more relevant to potential customers. Example “Free shipping on mobile orders” is only seen on mobile devices. This effectively should increase conversions on mobile. Using this function generally increases click through rates and eventually conversion rate. This in turn will reduce the CPA.
Conclusion The longer Google Ads takes control of advertising the more it will learn how to get more conversions for the advertiser. The increased in number of conversion will lead to a lower CPA. ccording to Wikipedia, clickbait is defined as a text or thumbnail link that is designed to entice users to follow that link and read, view, or listen to the linked piece of online content. Facebook, Google and all other social media platforms have tried to reign in clickbait because of the harm it does to their networks and to the community at large. The largest search engine rolls out a number of updates, after a few month designed to sift through clickbait, and subsequently punishes the pages and websites associated with clickbait titles sending them deep in to the deep web oblivion. The social media giant unveiled a new algorithm update, last year, which finds clickbait being posted by companies, and then prevents these same posts from showing up in users’ News Feeds. Although these companies try to stop them, there is a necessity for this kind of content in the digital media of today. In the past, there were magazines and newspapers which used to have crazy titles that made our heads turn and get our attention. Likewise clickbait articles do the same thing. The reason they are still relevant in 2019 is because the average internet user has a very short attention span and s/he has become numb to advertisements (using ad blockers and banner blindness). Also, the user doesn’t respond to email newsletters as they did before. As a result digital marketers have to come up with a way of grabbing attention of the user in order to deliver a message. Here is how they work Polarizing headlines In a recent study that was done, around 70,000 headlines were deemed to be polarizing. The headlines seem to pander to one group and at the same time making another group very angry. This is commonly seen in political discourses. They would say politician A is a fool for doing x, y and z, the people who are against politician A will be glad to read that article. The people who are for him or her would also read the same article to see how their candidate is being attacked. Empty Promises Clickbait articles normally have strong headlines and they make empty promises that when you click on them you will find the information you are looking for. Most of the time when the links are clicked, the information that is presented has nothing to do with the tittle. In some instances you will find a close resemblance to what is being talked about but the connection is lose at best. For example when you are a headline which says “Earn $100 as passive income” when you click on the link you are directed to a page that has scant information about affiliate marketing. Headlines are emotional The people who write clickbait articles know that when a person sees the headline they will automatically know it’s a clickbait link. One way to get around this hitch is to come up with headlines that appeal to people’s emotions and curiosity rather than intellect. For example headlines like: “This man filled his washing machine with puppies and carpet tacks. What happens next is horrific . . . ” Fiction vs Truth Everyone knows that clickbait articles are mostly lies but they still click on them. The reason for this is because the clickbait articles have an element of truth in them that makes them believable. The headline could start out describing an actual fact but it tails off to something quite different. A good example of this is
“This guy rear-mounted a jet engine to his el Camino. You’ll never guess what they peeled him off of . . . Conclusion However much we hate clickbait, they do serve a function. Many websites like buzzfeed make hundreds of millions of dollars using clickbait. As a digital marketer, caution should be taken when creating clickbait articles The first time I watched the Fyre documentaries on both Hulu and Netflix I was shocked by what a guy can do to people for the sake of the mighty dollar. It was sad to see what people actually see what they paid for and how the locals suffered. If you want to know more about how people were affected please watch the documentaries. Being a digital marketer, I was more interested to see how Jerry Media were able to pull this off. They said that they had sold most of the tickets after 3 days of the store being opened. I was impressed and I thought I could learn a lot from these guys. Sadly, after looking at the numbers Jerry Media were also not honest when it came to the Netflix documentary. They had said marketing the festival was a success but it wasn’t. Here are my reasons: Numbers: They spent a ton of money on making their promo video with the models and paying macro influencers. People keep saying someone was paid $250,000 for a post and other were paid to a minimum $20,000 for them to have roughly 300, 000, 0000 impressions. The festival was to have 40,000 people that means, 40000 * 100 = 0.013% conversion rate 300 000000 Then to make matters worse, only 8000 people appeared on the actual day, meaning rather than using 40,000 we should be using 8000 leading to a 0.00026%. Lastly, most of the tickets that were sold in the end were heavily discounted to make more people to attend the festival. According to any logical digital marketer, those figures are awful. Digital Agency I am not sure if there was another agency other than Jerry Media who were handling their digital marketing but they have had serious blow back. Their Instagram account lost 200,000 followers at the time of this writing and they are losing much more. In addition to losing followers there are several court cases that have been filed against the media house. Influencer Marketers Most of the models who were used as influencer marketers are regretting why the worked with the Fyre Festival organizers. Apart from having their names tarnished, they are also being taken to court because they didn’t tell people that the posts were sponsored. If they lost followers because of the festival it’s not been documented but whoever is following them will be apprehensive the next time these women are promoting anything in the future. Social media Social media in large has lost out because of this event. Companies that run social media site require advertising dollars to the platform so that they can be profitable. If such scams continue to run and they are done on social media in the long run people will stop using their services. This has been seen in the News outlets being avoided because of their biasness to one view. |
WelcomeI am here to provide you with value from what I know about Google Adwords and Pay Per Click Advertising Archives
April 2019
Categories
All
|