Instagram introduces a new Checkout button to help people buy items without leaving the app. Users will be able to pick size, colour and other options and pay for them without leaving Instagram.
Users will enter their credit card details on the app and the information will be stored of future use. This is in its beta testing stage that only works with certain brands in the US. The brands that will be able to use this feature include Prada, Burberry, Nike, Adidas, Dior, H&M, Oscar de la Renta, and glasses retailer Warby Parker.
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CPA (cost per acquisition) is a number that denotes how much an advertiser has paid in order to get a conversion. A conversion is the intended action a web visitor has done on the website. The actions could be filling in a form, downloading a software or pdf and buying a product. Target CPA according to google is “Smart Bidding strategy that sets bids to help get as many conversions as possible at the target cost-per-acquisition (CPA) you set. It uses advanced machine learning to automatically optimize bids and offers auction-time bidding capabilities that tailor bids for each and every auction.” It works by using historical information about campaigns and uses other factors present in the auctions to get conversions. The machine learning tries to find for the best bid at the time of ads are eligible to appear and looking at user’s intention to convert on any site. The bids that Google set are an average in order to get conversions within budget. The bids are raised and lower to get conversions. There are times the bids are raised and conversions occur while other they are lowered for the same result. Throughout the whole process the bids will be averagely priced. The raising and lowering of bids takes place because there are factors beyond Google’s control e.g. increased competition, website changes and user intent. If a target CPA is set at $15 Google will set bids to get as many conversion at $15. How to reduce CPA Locations: Ads serving a larger location will tend to lead to higher CPAs, meaning fewer conversions within the target CPA. Working with a smaller location or market gives the system to a chance to properly optimize so that it provides the best returns on investment. Quality score The higher the quality score (QS) the lower the price that is paid for the auction. QS Of 9 and 10 reduce the cost per bid by 50% while the QS of 1 increase the bid by 400% in order to hold the ad rank. Quality score can be increase by including the keyword in the ad headline, ad copy and landing page. Increasing the QS lowers the amount spent on clicks and also lowers the target CPA If functions IF functions allows to insert a specific message in the text ad when a condition is met, and a default text when it does not. This makes the ads tailored to each search and more relevant to potential customers. Example “Free shipping on mobile orders” is only seen on mobile devices. This effectively should increase conversions on mobile. Using this function generally increases click through rates and eventually conversion rate. This in turn will reduce the CPA.
Conclusion The longer Google Ads takes control of advertising the more it will learn how to get more conversions for the advertiser. The increased in number of conversion will lead to a lower CPA. ccording to Wikipedia, clickbait is defined as a text or thumbnail link that is designed to entice users to follow that link and read, view, or listen to the linked piece of online content. Facebook, Google and all other social media platforms have tried to reign in clickbait because of the harm it does to their networks and to the community at large. The largest search engine rolls out a number of updates, after a few month designed to sift through clickbait, and subsequently punishes the pages and websites associated with clickbait titles sending them deep in to the deep web oblivion. The social media giant unveiled a new algorithm update, last year, which finds clickbait being posted by companies, and then prevents these same posts from showing up in users’ News Feeds. Although these companies try to stop them, there is a necessity for this kind of content in the digital media of today. In the past, there were magazines and newspapers which used to have crazy titles that made our heads turn and get our attention. Likewise clickbait articles do the same thing. The reason they are still relevant in 2019 is because the average internet user has a very short attention span and s/he has become numb to advertisements (using ad blockers and banner blindness). Also, the user doesn’t respond to email newsletters as they did before. As a result digital marketers have to come up with a way of grabbing attention of the user in order to deliver a message. Here is how they work Polarizing headlines In a recent study that was done, around 70,000 headlines were deemed to be polarizing. The headlines seem to pander to one group and at the same time making another group very angry. This is commonly seen in political discourses. They would say politician A is a fool for doing x, y and z, the people who are against politician A will be glad to read that article. The people who are for him or her would also read the same article to see how their candidate is being attacked. Empty Promises Clickbait articles normally have strong headlines and they make empty promises that when you click on them you will find the information you are looking for. Most of the time when the links are clicked, the information that is presented has nothing to do with the tittle. In some instances you will find a close resemblance to what is being talked about but the connection is lose at best. For example when you are a headline which says “Earn $100 as passive income” when you click on the link you are directed to a page that has scant information about affiliate marketing. Headlines are emotional The people who write clickbait articles know that when a person sees the headline they will automatically know it’s a clickbait link. One way to get around this hitch is to come up with headlines that appeal to people’s emotions and curiosity rather than intellect. For example headlines like: “This man filled his washing machine with puppies and carpet tacks. What happens next is horrific . . . ” Fiction vs Truth Everyone knows that clickbait articles are mostly lies but they still click on them. The reason for this is because the clickbait articles have an element of truth in them that makes them believable. The headline could start out describing an actual fact but it tails off to something quite different. A good example of this is
“This guy rear-mounted a jet engine to his el Camino. You’ll never guess what they peeled him off of . . . Conclusion However much we hate clickbait, they do serve a function. Many websites like buzzfeed make hundreds of millions of dollars using clickbait. As a digital marketer, caution should be taken when creating clickbait articles 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. Talk to your Clients When writing test ads keep you r 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. Relevance Ad copy should reflect what stage of the client’s buying cycle is in. different ad copies should be written that follow the AIDA (Awareness Interest Desire and Action) stages. This ensures that there is a higher CTR. If you do have IF enabled, you can now use custom messaging to target your ad copy based on certain conditions! Keep in mind however that not all variables are accessible to PPC-IF-enthusiasts. Currently the only campaign options available are device and audience. IF Campaign: Devices Launching campaigns with IF functions based on device allows marketers to write one ad for a desktop user and a different ad for a mobile user. Going back to the fundamentals of mobile-friendly, users who are getting information from a small-format screen have different needs and will react better to ads catering to the mobile format. Google provides further context on exactly how PPC marketers can make use of the IF function based on device: You can see in the example above that the IF function was set up to offer mobile users “Free Shipping On Mobile Orders” while the same ad shown to desktop users simply gives the classic “Buy Now” CTA. Being able to adjust ad messaging for a mobile device user is particularly helpful for any business that derives high value from phone calls or location information. For example, marketers can now easily target mobile users looking for business hours, reviews or even directions while they’re out and about. The IF function also allows PPC marketers to cater messaging to different audience lists in their account. To make use of the IF function for audiences, marketers first have to have audience groups or lists defined. Audience groups completely depend on the individual needs and characteristics of a business, but commonly these groups could be built off of how recently users visited your website (recency data) or even users who abandoned their shopping cart, like in the example from Google below: Using the Audience variable in the IF function, PPC marketers can strategically offer greater discounts. Rather than go broke offering blanket discounts to everyone, or organizing feed-based discounts, the IF function allows you to easily target cart abandoners only for example. Even more, a business could present a first-time-buyer-discount only to people who aren’t on a customer list already or mention free shipping on orders over $X to a list of cart abandons that were in excess of that amount or very close. Of course these are only a few examples and we’re all anxious to see how others use the IF function to get greater campaign results in the coming months. 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 Matthew Brittin, promised to review the firm's policies after adverts from major firms and government agencies appeared next to extremist content on its YouTube site. An advert appearing alongside a video earns the poster about £6 for every 1,000 clicks it generates, meaning brands may have unwittingly contributed money to extremists. Rape apologists, anti-Semites and hate preachers were among those receiving pay-outs. Mr Brittin said: "I would like to apologise to our partners and advertisers who might have been affected by their ads appearing on controversial content." He also promised that Google would exert more control over where ads were placed and improve its record for reviewing questionable content. Further details are expected later this week. Orginal source http://www.bbc.com/news/business-39325916 "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. |
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