Here are some collection of companies going after each other for the amusement of the consumers. Coke Vs Pepsi
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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. Talk to your Clients When writing test ads keep your focus on the clients’ needs and how your product beneficial to them. When writing about benefits it leads to a significant lift in CTR. User Motivation Using the search terms report in your search campaigns can provide insight into what clients are searching for. For example “how To” queries means the clients are looking for instructions and “near Me” indicates that the client is more likely to buy. As such new ad groups should be created with ads showing the user motivation. Problem solving Your text ads should be created in a way that solve existing problems. With this, providing solutions will make your clients more willing to take immediate action. Meaning, you have an interested audience at the moment of purchase decision. Practical components of text ads: Promise - Make an aspirational promise about how your product will improve the viewer Value - Include text that makes the viewer feel your product will add value CTA - Directly tell the viewer to do something specific Keyword - Include the keyword at least once, preferably in one of the two headlines Brand - Including your brand name can increase CTR Optimize and improve your ad copy Test multiple versions of your Google text ads. Personal conversations with Google Representatives indicate that Conversion Optimizer works best when an ad group includes three or more text ads. You can use labels with your text ad tests to aggregate results of ad elements across different ad groups. For instance, you can test the same headline in several different ad groups to see if it outperforms the existing baseline in each ad group. Make your ad copy pay off Once you’ve written persuasive ad copy that clearly demonstrates value and makes search users want to engage with your product, make sure you provide an incentive to convert post-click with relevant, optimized landing page. When you think of Myanmar, you may not think of digital marketing. But the country is quickly going online. In fact, Myanmar has more than 39 million internet users, up from two million in 2014. Combine that with the country’s emerging tourism industry and you have a market bursting with opportunities for travel companies.
One such entrepreneur who capitalized on this growth is Mike Than Tun Win, the founder of Flymya.com. Win says he founded the company because it was a hassle for his business partners and friends to plan trips to Myanmar. Over the past year, Win, and digital marketing consultant Melissa Lim, grew the business from nothing to a $1.5 million revenue business. Lim breaks down the company’s digital marketing tactics over the year and shares some tips for would-be travel entrepreneurs and marketers. 1-3 Months: Investing In Google AdWords & Flight Search Widgets In the initial three months of the campaign, the company invested US$8,000 in Google AdWords each month. The team started by researching the most popular keywords related to Myanmar domestic flight tickets using Google Trends. Next, the team discovered the most popular destinations in Myanmar by asking their airline partners. They then ran ads for those keywords. Finally, they came up with a list of 20 keywords and matched it to the data online to see if it had high search volumes. It was also crucial for the team to see from the traveler’s point of view. So instead of searching for “myanmar flight booking,” their target audience might Google: “best places to travel in myanmar.” Results from the Google AdWords campaigns: 85% of the company’s sales were generated from online traffic from paid search Web traffic jumped from 700 to 23,000 unique visitors over the first three months During this time, the team also created flight search widgets on news websites like Myanmar Business Today. Results from the flight search widgets: 700 website visits from the widgets 80 corporate booking inquires Revenue generated during this period: US$500,000 revenue 4-6 Months: Creating The Company’s Facebook Page And Ads Flymya.com social media post (Melissa Lim) Flymya.com social media post (Melissa Lim) Flymya.com social media post (Melissa Lim) During this period, the team kickstarted the company's social media presence by creating a company Facebook page and running ads on the network with a US$1,500 monthly budget. Some of their most engaging Facebook posts garnered over 1,000 shares and likes. To grow the company's followers, the team ran giveaway contests including domestic flight tickets and tour packages to followers. Results from the Facebook page and ads: Facebook followers grew to 100,000 Website visitors from social grew from 3,000 in Q1 to 15,000 visitors in Q2 Overall web traffic climbed to 39,000 unique visitors during the period Additional revenue generated during the period: US$200,000 7-9 months: Building Up The Content Marketing & SEO Machine To supplement the company’s AdWords activities and drive more traffic, the team started blogging about Myanmar Traveler Tips and Destination Info related to Myanmar. Results from content marketing & SEO: 60% of the company’s targeted keywords appeared on the first page of Google Organic search grew from 1,335 in Q2 to 2392 in Q3 Website traffic skyrocketed to 61,800 unique visitors during the period Additional revenue generated during the period: US$200,000 10-12 Months: Engaging Popular Travel Bloggers Now that the company had its search and social activities in motion, it was time to engage influential travel bloggers like South East Asia Backpacker. After reaching out to the owners of the site, the bloggers wrote informative articles about Myanmar and included a link to Flymya’s website. Results from influencer marketing: 1,200 visits in referral traffic from engaging South East Asia Backpacker Web traffic grew to 72,000 unique visitors during the period During this period, the team also secured coverage in one of Asia’s most popular tech media: Tech in Asia, which drove 500 visitors to the company’s website. Additional revenue generated during the period: US$600,000 After one year of a well-balanced digital marketing drive, the company generated $1.5 million in revenue and over 195,800 website visitors. The total annual digital marketing budget? $100,000. Original Source https://www.forbes.com/sites/joeescobedo/2017/04/10/how-this-myanmar-travel-company-went-from-0-to-1-5m-revenue-in-a-year/#cb541c0328d2 If you do have IF enabled, you can now use custom messaging to target your ad copy based on certain conditions! Keep in mind however that not all variables are accessible to PPC-IF-enthusiasts. Currently the only campaign options available are device and audience. IF Campaign: Devices Launching campaigns with IF functions based on device allows marketers to write one ad for a desktop user and a different ad for a mobile user. Going back to the fundamentals of mobile-friendly, users who are getting information from a small-format screen have different needs and will react better to ads catering to the mobile format. Google provides further context on exactly how PPC marketers can make use of the IF function based on device: You can see in the example above that the IF function was set up to offer mobile users “Free Shipping On Mobile Orders” while the same ad shown to desktop users simply gives the classic “Buy Now” CTA. Being able to adjust ad messaging for a mobile device user is particularly helpful for any business that derives high value from phone calls or location information. For example, marketers can now easily target mobile users looking for business hours, reviews or even directions while they’re out and about. The IF function also allows PPC marketers to cater messaging to different audience lists in their account. To make use of the IF function for audiences, marketers first have to have audience groups or lists defined. Audience groups completely depend on the individual needs and characteristics of a business, but commonly these groups could be built off of how recently users visited your website (recency data) or even users who abandoned their shopping cart, like in the example from Google below: Using the Audience variable in the IF function, PPC marketers can strategically offer greater discounts. Rather than go broke offering blanket discounts to everyone, or organizing feed-based discounts, the IF function allows you to easily target cart abandoners only for example. Even more, a business could present a first-time-buyer-discount only to people who aren’t on a customer list already or mention free shipping on orders over $X to a list of cart abandons that were in excess of that amount or very close. Of course these are only a few examples and we’re all anxious to see how others use the IF function to get greater campaign results in the coming months. To speak to some common misconceptions, here’s a short list of things that do and do not matter when it comes to Quality Score. Understanding these will ensure you’re focused on meaningful optimizations around ads quality. The User’s Device The user’s device (laptop, tablet, smartphone or whatever) is taken into account when ad quality is calculated. Make sure your site experience is optimized for mobile, and if you haven’t already, try targeting users on mobile devices with specific mobile-friendly ads and pages. Google doesn’t require that you have a separate mobile site, but you should make sure that information is easy to find and the navigation is intuitive for users on a mobile device. Relevance to a User’s Intentions Relevance to users’ searches and intentions is the heart of ads quality. That means ads and sites that help users gather relevant info, complete a sale or other task, and navigate with ease are more likely to result in high ads quality. This is why we suggest you focus on delivering relevant ads to answer queries rather than trying to optimize to manipulate your score. For Newly-Launched Keywords, Performance on Related Keywords Instead of measuring new keywords from scratch, we start with info about related ads and landing pages you already have. If your related keywords, ads and landing pages are in good shape, we’ll probably continue to have a high opinion of them. Always invest in growing your coverage on relevant searches, especially in areas where your ads have the potential to be high quality. Original source https://support.google.com/adwords/answer/6167132?utm_source=Twitter&utm_medium=social-media 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 |
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