EU antitrust commissioner Margrethe Vestager said that Google has abused its power for its Adsense system. The search engine is forcing the users to sign contracts not to allow other search engine services on their sites. Google doesn’t want to share ad revenue with anyone else.
The EU antitrust commissioner said “The misconduct lasted over 10 years and denied other companies the possibility to compete on the merits and to innovate.” Thus leading Google to be fined EUR 1.5 billion
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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. 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.
Keyword research is the foundation on which you build your PPC account. The stronger the keyword list, the stronger your account will be. Keywords are the words or phrases your customers would use when searching for your product or service. When a customer types in a keyword you are bidding for they will be shown an ad.
The first place you should start looking for keywords is the company website. This is the best way to identify the core words and phrases that describe your business. Looking at the website layout will also help you see any keyword themes that may be present. As you are going through your site, don’t forget to include branded terms when developing your keyword list. Branded keywords are extremely beneficial to any PPC account, as they tend to have higher conversion rates and lower cost per conversions. Below are the list of keywords I put into my excel spreadsheet from the website: Include Synonyms and Keyword Variations After you’ve pulled keywords from your website, look at your list and see if you can think of any synonyms or variations of those keywords. For example, pay per click is also known as paid search. Think Like Your Customer Now that you’ve spent time looking at the company website and thinking of other keyword variations, take a step back and put yourself in the customer’s shoes. What would someone who’s looking for your product or service type into the search engines? Also think about the intent of your customer. If a person is looking for help with managing their account it’s likely that their current account is not performing well and wants to improve their account performance. Keyword Research Tools I’m going to use the AdWords keyword tool since it’s free and one I use often, though I do recommend using a variety keyword tools to get different perspectives. All you have to do is enter in a keyword and hit search, and Google will generate a list of related keyword ideas. Your actual cost-per-click (actual CPC) is the final amount you're charged for a click. You're often charged less -- sometimes much less -- than your maximum cost-per-click (max. CPC) bid, which is the most you'll typically be charged for a click.
How this works We combine the components of Quality Score (expected clickthrough rate, ad relevance, and landing page experience), the max. CPC bid, and the expected impact of extensions and other ad formats to determine Ad Rank. When estimating the expected impact of extensions and ad formats, we consider such factors as the relevance, expected clickthrough rates, and the prominence of the extensions or formats on the search results page. Each advertiser’s Ad Rank is then used to determine where the ad appears and what types of extensions and other ad formats will show with the ad (or whether the ad or ad format will appear at all). For ads on the Search Network, the minimum Ad Rank required for ads above search results is generally greater than the minimum Ad Rank required for ads beside search results. As a result, the actual CPC when you appear above search results could be higher than the actual CPC if you appear beside search results, even if no other advertisers are immediately below you. Although you may pay more per click, top ads usually have higher clickthrough rates and may allow you to show certain ad extensions and other features available only in top ad positions. As always, you’re never charged more than your max. CPC. bid. Examples If the advertiser immediately below you bids US$2.00, and if that advertiser's ad is the same quality as yours (and has equal-performing extensions and ad formats), you'd typically need to bid a penny more than US$2.00 to rank higher than that advertiser and still maintain your position and ad formats. With AdWords, that's the most you'll pay (about US$2.01), whether your bid is US$3.00, US$5.00, or more. If the advertiser immediately below you bids US$2.00 and has a higher quality ad than you, you'll pay about a penny more than what's required to match that advertiser's higher Ad Rank (and still maintain your position and ad formats), but never more than your max. CPC bid (unless you’re setting bid adjustments or using Enhanced CPC). For certain ads on the Display Network, your actual CPC will be different than described. Learn more about the Display Network ad auction. The max. CPV bid you set helps determine your ad's chances of winning the auction and appearing to viewers. For TrueView in-display ads running on YouTube search results, it can also affect your ad’s position among other ads on the search results page.
A higher max. CPV will increase your ad's chances of appearing, and increase your ad's chances of appearing in a higher position compared to other ads, if applicable. Cost-per-thousand viewable impressions bidding Many advertisers hope viewers will click their ad -- but that's not always the main goal. Maybe you just want a lot of people to see your ad. In that case, bidding by cost-per-thousand viewable impressions (vCPM) is a good way to go. With vCPM bidding, you bid for your ad based on how often it appears in a viewable position on the Google Display Network. You set the max amount you want to pay for viewable ads, whether they're clicked or not. Why use vCPM bidding Some people prefer vCPM bidding because they want to be able to set a maximum amount they'll pay for each time their ad can be seen, or each viewable impression, instead of for each click. vCPM bidding is unavailable for the "Search Network only" campaign types. How vCPM and CPC bids compete Ads with different bid types can compete for the same Display Network placements. To keep things fair, when CPC and vCPM ads compete for the same Display Network placement, the two types of ads are compared apples-to-apples on how much they're effectively willing to pay for the impression. With a vCPM ad, the max viewable CPM bid represents how much the advertiser is willing to pay for each 1,000 viewable impressions; with a CPC ad, Google estimates how many clicks the ad might receive in 1,000 impressions to get the comparison. How to use vCPM bidding With vCPM bidding, you set the highest amount you want to pay for each 1,000 viewable ad impressions. We call this the maximum vCPM bid, or just "max viewable CPM." The higher your max viewable CPM, the greater the chance that your ad will appear. As always, the AdWords system will charge you only what is needed to place your ad above the next-highest ad, and only charge if the ad became viewable. How does AdWords know when ads are viewable? Tip Text ads using vCPM bids can have a special edge: when they win a placement, they're always given the entire ad space, rather than sharing the space with other text ads. That makes them more likely to be noticed. Your max viewable CPM bid may win different levels of impressions at different prices than previous max CPM bids. Because you don’t pay for impressions that were not viewable, you may want to increase your max viewable CPM bid to achieve the same level of spend and traffic volume. Learn more about the differences between CPM and vCPM bids You can set your max viewable CPM bid in a couple of ways. Let's say you sell flowers, and you've set up an ad group with keywords like roses, daisies, and tulips. Ad group bids: Set your max viewable CPM at the ad group level, and you'll have the same viewable CPM bid for all keywords and placements in that ad group. Let's say you choose an ad group viewable CPM of US$1.20. If your ad shows on a site that's associated with roses or tulips, or appears on a blog about flowers, the max viewable CPM is always US$1.20. This is the easiest way to manage your viewable CPM bids. Placement-level bids: You can set a viewable CPM bid for each placement if you like. If you know a site gets great results for you, you can bid more for placements on that site. Cost-per-view (CPV) bidding is the default way to set the amount you'll pay for your TrueView video ads (when created with AdWords). With CPV bidding, you'll pay for video views and other video interactions (such as clicks on the call-to-action overlays, cards, and companion banners), whichever comes first.
With traditional online text or image ads, customers on the web may see your ad, read its text, and click your URL to go directly to your site. This type of interaction doesn't take interactive content like video ads into account. With CPV and video ads reporting, you can evaluate how engaged viewers are with your content, where they choose to watch your videos, and when they drop off from watching your content. How it works To set a CPV bid, you enter the highest amount you want to pay per view while setting up your ad group in a video campaign. Your bid is called your maximum CPV bid, or simply "max. CPV." This bid applies to all ads in an ad group. Example If you think it's worth 25 cents to have someone watch your video, you can set US$0.25 as your max CPV bid. This means: For a TrueView in-stream video ad, you'll pay a maximum of US$0.25 when someone watches 30 seconds of your video (or the duration if it's shorter than 30 seconds) or engages with an interactive element, whichever comes first. Interactive elements include call-to-action overlays (CTAs), cards, companion banners, and links to your site or mobile app. For a TrueView in-display video ad, you'll pay a maximum of US$0.25 when someone clicks on a video ad thumbnail or title and begins watching your video. You can also set a lower bid for your in-display video ads than for your in-stream video ads. How to decide what max. CPV bid amount to set How do you know what max. CPV to set? You can base this amount on the traffic forecasting data we present as you select your targeting settings and max. CPV when building a new campaign (or managing your ad groups later). You can also base this on what you know about your business and the value of a view. What you're charged Your max. CPV bid is the most you'll be charged for a video view, but you won't always be charged this maximum amount. Wherever possible, we'll try to charge you only what's necessary for your ad to appear on the page. The final amount you actually pay for a view is called the actual CPV. Actual CPV is often less than max CPV because with the AdWords auction, you pay no more than what's needed to rank higher than the advertiser immediately below you. Two elements affect the actual CPV you pay: Quality Score and Ad Rank. Your Quality Score is a measure of how relevant your ad is to a customer, and includes multiple performance factors like view rates. Once your Quality Score is determined, it's multiplied by your max CPV bid to rank your ads among other advertisers. That's called Ad Rank. Once all ads have been ranked, the actual CPV for your ad is based on an equation that considers the ad rank of the bidder below you and your Quality Score. The highest ranked ad wins, and the cost for a video view of this ad (the Actual CPV) will be just above the CPV bid of the next ranking ad. Example Let's say your max. CPV is $5.00, and there are two other advertisers in the auction with you with the same Quality Score. One bids a max. CPV of $1.00, and another bids a max. CPV of $3.00. Since there are no other competitors bidding more than $5.00, you're the top bidder. However, we're not going to charge you $5.00 if your closest competition is only bidding $3.00. We'll charge you $3.01. $3.01 is your actual CPV. Enhanced cost-per-click (ECPC) is a bidding feature that raises your bid for clicks that seem more likely to lead to a sale or conversion on your website. That helps you get more value from your ad budget.
Imagine that your job is to stand outside a barber shop and bring in new customers. If a businessman with shaggy hair comes walking by, you give him a big wave and a hello. If a bald man walks by, not so much. ECPC does a similar job for your AdWords ads. It's a bidding feature that looks for ad auctions that are more likely to lead to sales for you, and then raises your max CPC bid up to 30% (after applying any bid adjustments you've set) to compete harder for those clicks. ECPC factors in real-time details such as device, browser, location, and time of day to adjust your bids during each ad auction. ECPC double-checks itself by leaving part of your traffic alone to work with your regular max CPC bids. Then it compares the two sets of results and adjusts accordingly. So when you choose ECPC, you should see conversion results that are better than, or at least the same as, the results you get without it. ECPC for text ads is available on the Search Network and the Display Network, except in campaigns that promote mobile app downloads. For Shopping ads, ECPC works only on Google Search. Tip: Save time managing your bids with a flexible ECPC bid strategy You’ll be able to apply ECPC bid optimization more strategically to entire campaigns or specific ad groups of your choice. Learn about flexible bid strategies Enhanced CPC How to turn on ECPC Note: Your campaign must have conversion tracking turned on for ECPC to work. If it’s not turned on, opting into ECPC will have no impact on your bids. Sign in to your AdWords account.
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