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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Here are some collection of companies going after each other for the amusement of the consumers. Coke Vs Pepsi 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 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 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. "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. Google mentioned through Kurt Leitinger that it will show more product ads in the search results page. The google representative shared a screen shot of how it will look like. Depending on the window size, it will stake one, two, three or more columns of product listings ads in the search results right hand side bar. Google said “We’ve decided to stop supporting 30-second unskippable ads as of 2018 and focus instead on formats that work well for both users and advertisers.” There is no specific reason that google stated as to why they will stop the ads next year but many assume that it is because of user frustration, use of ad blockers and expensive ads are not being viewed. There will still be some forms of ads on YouTube that users won’t be able to skip. And in the meantime google will start experimenting on new types of ads. For example the 6-second ads that were meant to replace the 30-second ones. As advertisers, we would have to see how we can leverage the new changes to make the most of video advertising. |
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