How do you choose which is the best marketing platform for your business to make the most of your advertising spend? Given that both companies account for 85% of online ads. As an online marketer it is normally hard decide to which one of the two you should invest in or if you would go with both of them. Here are a couple of reasons on why you should choose one over the other or use both: Marketing objective Facebook ads are better if you are looking to build awareness, drive engagement and promoting events. While on the other hand Google AdWords are great for increasing sales and acquiring leads. The reasoning behind this is that very few people go to Facebook to buy anything but they end up spending money on the spur of the moment. Alternatively when people are searching for a product to buy they use google. Which makes google better for sales. When talking about brand awareness and driving engagement, Facebook is better because this is where people go to look for new stories, ideas and ways to kill time. New Products or Service If you have a new product or getting into a new market, Facebook is the way to go because people don’t know what you are selling and they prefer to get from trusted brands? With Facebook you can build your brand and get clients more interested in what you are selling. Budget From my experience Facebook has a lower CPC (cost per Click) but alternatively it has a higher CPA (cost per acquisition). When choosing either of the platforms you should consider how it will affect your bottom line. Audience Facebook ads’ advantage over Google AdWords is that it has a very detailed targeting option due to the large amount of information it has on its users. One can target age, income, location, gender interests and a whole lot more. Google has ways of targeting users using different ways but it has proven not to be as dynamic as the way Facebook does it.
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"Added by AdWords" is something all advertisers will come to learn from now on. "added by AdWords" are ads that the google systems writes for your based on elements of your existing text ads, such as your headlines, keywords, or other information found on your ads’ landing page. This provides you with various new ads for your adgroups and campaigns. According to Google, this should increase performance of your accounts by 5 to 15%. Any new ad that the system creates for you its labelled as "added by AdWords" with a green label. Visual Sitelinks will allow advertisers to highlight their products with images. The Visual Sitelinks will work like sitelinks for search text ads. The difference with the sitelinks will be that they allow advertisers to add a visual element and create an image carousel for users to look through. The visual sitelinks will include is a relevant picture, image title and image description. The reason google is introducing these types of sitelinks is because it wanted to experiment how users will react to the visual elements. Like sitelinks, visual sitelinks will be set up the same way but additional fields will be added like image titles; description and final URL. The requirements of visual sitelinks are as followers
Close variants helps you connect with people who are looking for your business, despite slight variations in the way they search. To make it even easier for you to reach more of your customers, over the coming months Google is expanding close variant matching to include additional rewording and reordering for exact match keywords.2 Early tests show advertisers may see up to 3% more exact match clicks on average while maintaining comparable clickthrough and conversion rates.3 Rewording and ignoring function words Function words are prepositions (in, to), conjunctions (for, but), articles (a, the) and other words that often don’t impact the intent behind a query. With this change, exact match will ignore these function words to match with similar queries. Function words are the only words that will be ignored. This should only happen when it won’t change the meaning of your keyword. For example, the “in” in “hotels in new york” can be safely ignored because it doesn’t affect the meaning. However, the “to” in “flights to new york” would not be ignored, because a “flight from new york” is not the same as a “flight to new york.” Same meaning, different order Two keywords can share the same meaning, even if the word order is slightly different. For example, “buy new cars” and “new cars buy.” Now, exact match will use that same logic to match with queries that are reordered variations of your keyword. It’s important to note that word reordering won’t add any words to your keywords. Your keywords also won’t be reordered to match with a query when it changes the original meaning of those keywords. For example, the keyword [SFO to JFK] shouldn’t match to the query “JFK to SFO” because the destination is different. Putting it all together With this expansion of close variants, you’ll no longer have to build and maintain lists of reworded and reordered exact match keywords to get the coverage you want. If you already use reworded or reordered keyword variations, AdWords will still prefer to use those keywords identical to search queries. Phrase match keywords aren’t included in this update. Going forward, use RLSA, Smart Bidding, the search terms report and negative keywords to help shape your traffic and reduce costs. To learn more about this and other strategies that can help you make the most of this change, check out our keyword best practices. Original Source https://adwords.googleblog.com/2017/03/close-variants-now-connects-more-people.html AdAge estimated that $7 billion is lost because of click bots. These click bots are the reasons for click fraud and they are known as non-human traffic or bot traffic. The bots are from computer softwares that copy human behaviour and they trigger impressions, click on ads, or visit your site and bounce immediately. How to know bot traffic:
Preventing bot traffic is a nightmare for people who spend money on PPC ads but there are third party vendors that help you identify bots and you can present the information to google and they will give you back money wasted on clicks Original article http://www.ppchero.com/what-you-need-to-know-about-click-and-bot-fraud/ Automated rules help make managing ads simple and painless. The automated rules feature lets advertisers automate the changes to ad status, budget, bids and other parameters. These changes are based on rules you set for the ad or campaign. For instance, you may choose to increase the bid on an ad that has dropped out of the first page of the Google search results. Also at the same time you can reduce the bid of an ad who’s CTR has fallen below a desired rate. The automated rules work on entire campaigns or can be narrowed down to keywords. To use automated rules, navigate to the relevant tab (Campaign, Ad Groups, Ads, Keywords, etc.) and click on the ‘Automate’ drop down menu. From there you will have a wide variety of options to choose from |
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