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
0 Comments
The success and failure of your digital marketing campaign lies on which ad platform you choose to use. Choosing between Facebook and Google, can determine whether you will making or losing money at the end of your marketing campaign. Here are some of the things to consider when choosing between Facebook Ads and Google Adwords: Demand This applies to goods and services that are either have demand or demands needs to be created. Google AdWords works really well with items that are already on demand and much less is spent on selling them. Facebook on the other hand work better in building awareness about new products and services. B2B or B2C Business to business and business to clients both require different approaches to make sales. Social media works well with B2C industries while on the other hand B2B works better for Google AdWords. Facebook helps business clients’ purchase, share what they have bought and let them have an opinion on the product. This helps other potential clients to make the buying decision. Google on the other hand doesn’t give the end users the opportunity to do the same. Original source https://www.forbes.com/sites/forbesagencycouncil/2017/07/10/how-to-choose-the-right-ad-platform-for-your-business/2/#dd1bcb812d43 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 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. 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/ Site category options are types of Display Network sites, content, and ad placements that you can allow or exclude. With a variety of category options for your Display Network campaigns – such as live streaming video, sensitive social issues, and ad placements shown below-the-fold – you’ll have more control over where your ads show on the Display Network and YouTube. For video campaigns, these options are found under "Content exclusions" and the available options may differ. Reasons to set category options
List of category options
Types of placement
Video content
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 |
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
|