Cross-device measurements gives marketers estimated conversion data to show how a conversion occurred over time. These conversions are measured when someone clicks on an ad on one device but completes a transaction on another device. “Estimated total conversions will provide you with a holistic view of all the conversions driven by your Google search advertising that can be used to make important decisions. The decisions include how much to bid and how to assign budget across your various marketing channels,” Google said when they announced the new feature in October of 2013. For the past two years Google’s been working to better attribute cross-device conversions in AdWords, and results have been noteworthy. Marketers have reported seeing a 16% increase in conversions after making changes from cross-screen journey insights Although the data can’t be verified the results some marketers are getting are positive. Original source http://www.wordstream.com/blog/ws/2015/06/17/cross-device-conversions 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 The new Google Ads will let users phone business rather than click to go to the sites. The call only ads will make it easier for customers to get in touch with the businesses. Google is testing a new variation of their call only ads, ads which are meant for searchers to simply phone the business rather than click through to the site. And these ones make it much more obvious that searchers should be calling them.
Conclusion As artificial intelligence starts to play a bigger role in PPC account management, I believe we must be vigilant about understanding the capabilities of the systems we’re relying on. There’s so much hype and marketing around AI that we can easily be fooled into trusting that an automation is far more advanced and capable than it really is. Original source article http://searchengineland.com/artificial-intelligence-drives-ppc-automation-267561 I have got findings and advice that may provide some anxiety relief and motivation for paving your way with ETAs. Findings so far The big takeaway I got from talking to other search marketers about ETAs is not to get discouraged if your new ads aren’t outperforming your standard text ads (STAs) — you’re not alone. Getting started To get started with new headlines, inherit your current headline as your new headline 1, says Geddes. And finally: “Don’t waste your time upgrading to ETAs on display campaigns. Skip ETAs and jump to responsive ads; they are the ones that matter for display campaigns.” And just because you can’t add new standard text ads to your account after January 31, it doesn’t mean you should remove the good ones you have, particularly if they continue to outperform your ETA tests. “Don’t discard existing text ads with high quality scores, conversion rates and CTR. They are still valuable to review, gather learnings, and utilize in the expanded ads.” Testing tips Really test your new headline 2 as that’s where the largest gains in visibility are to be had. A good test to run is to put a call to action in your new headline 2 and end your ad in that same call to action. This reinforcement seems to work very well. You can also try benefit statements in your new headline 2; in which case your description generally should end with a call to action. Don’t stress about using every available character of text. In headlines i found that there isn’t much difference in CTR between longer and shorter ones. For the new longer description though, i see that longer ones outperform shorter ones. This is in line with Google’s own guidance that sometimes short headlines are all you need, especially when you have a well-known brand. Be patient and test different variations, specifically with messaging that worked in the past. Try testing larger words that had been too long to easily include in a STA headline. Numbers and research summaries tend to give the biggest boosts for our campaigns.” Analysing your tests, Examine the differences in metrics by ad groups. You may have some where the description isn’t appropriate, in which case, you’ll want to customize those more. Ensure that you are using the character limits in your description as there’s a huge difference in metrics if you have more or less than 35 characters in the description. Original source http://searchengineland.com/expert-findings-testing-tips-expanded-text-ads-january-31-268119 Manual bidding for viewable impressions, also known as vCPM bidding, lets you control the visibility of your ads by fine-tuning your maximum vCPM bids.
Here are some cases in which we'd recommend manual vCPM bidding:
Manual vCPM bidding probably isn't for you if the goal of your campaign is a direct response from customers, like buying a product or filling out a form. Example You're giving a free concert in Paris, and want to get as many music lovers to come as possible. You're running a campaign with vibrant image ads that share the date, time, and location of the event -- everything a music fan needs to know to show up. As long as people see your ad, they'll know your whole message. Viewable CPM bidding can help you get it in front of as many eyes as possible. The final step to setting up your AdWords is to place your conversion tracking codes. A conversion is designated as a purchase, sign-up, page view or lead. To view your successful conversions in AdWords, click your Campaigns tab or click on the Reporting and Tools tab and select “Conversions.”
Here are the steps to generating and placing your conversion code snippet:
Before you dive head first into ad writing, take a step back and think about the brand and products you’re promoting and the audience you want to appeal to. There are a lot of aspects surrounding a company that should help you in writing your ad text.
Thorough keyword research and a tightly knit structure will be useless without great ads. You need to entice searchers to click on your ads, and once they land on your page, perform the desired conversion. Relevant ads and landing pages help you achieve a good cost per lead and ROI, however, there’s something even larger at play with great ad text; your Quality Score depends on it.
Rules of an AdWords Ad You have 130 visible characters (headline, description, and display URL) to encourage a user click on your ad – that’s less than a Tweet. Character Limits
|
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
|