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. 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. 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. 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/ User experience on websites can determine the short and long term successes or failures of digital marketing effort. Here are some tips to improve user experience and hence landing page conversions. Site meanderings You should explore all the aspects of a website to find out where the clients could be getting lost. You could have an intended pathway or funnel that you would like your users to go through and you should ensure they go through the process without any hiccups. By going through the experience you should be able to feel how the users feel. From there you can alter what needs to be change. Site meanderings should be done as often as possible in order not to miss out on any potential pain point. User Analysis Using analytics you can see how the users are going through the funnel. You can tell how long they are spending on each page; which page they dropped off from and if they are doing what they are meant to do. Although to do this it requires a large amount of users as well as time to see how best to perform. Feedback tools There are online tools that you can install on your site so that you can ask your users to give you feedback of their experience. Tools like chat boxes can let you directly talk to consumers and see how they are liking the process so far. After conversions Monitoring should continue to be done even after a conversion has occurred. This is done to ensure long term success of the business. Through this information you can test out various features of your website or designs. Helping you make better decisions for the future. Why When looking at your analytic figures you should always try and find out why you are having those figure. If conversions went up or done by a certain percentage. Through this information, you should be able to explain how come you have the figures. Original article http://www.ppchero.com/5-habits-to-adopt-to-keep-your-users-experiences-on-your-mind/ 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 |
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