Tag Archives: PPC

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How to Use Historical Quality Score Data for Better Ads by @LisaRocksSEM

Here's how you can use AdWords' historical quality score data to optimize and improve your PPC performance.

The post How to Use Historical Quality Score Data for Better Ads by @LisaRocksSEM appeared first on Search Engine Journal.

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Meeker’s Report on the state of advertising and ad trends to watch out for

Mary Meeker’s Internet Trends Report 2017, one of the most-anticipated annual events in the world of digital, was released a few weeks ago. 

The 355-slide report covers the major shifts we are currently seeing in the internet and the digital economy, and is considered something of a barometer for the state of digital across the globe, as well as a forecast for what is likely to come.

Some notable sections have focused on the rise of interactive gaming in all its forms and what that means for digital, the evolution of customer support in social media, and the state of the internet in China and India.

Meeker also focused a 69-page section on developments in online advertising and commerce, examining the pervading trends and what they mean for the industry. Here are some key highlights.

The rise of mobile advertising

The growth of online advertising is increasingly made up of growth in mobile advertising. An increase of 22% year-on-year indicates that the future of advertising is mobile.

This is a good reminder for marketers and advertisers of the need for mobile-friendly content, be that articles or ads, as the rise of the mobile audience along with the increasing spend on mobile advertising brings new opportunities for success.

Moreover, it also highlights the importance of creating mobile-friendly pages, taking into account all the factors that may affect a site’s speed or performance.

Google and Facebook dominate advertising growth

Meeker’s Report on the state of advertising and ad trends to watch out for

A closer look at the changes of advertising year-on-year shows a monopoly in advertising growth between Google and Facebook. Google saw a year-on-year increase of 20% from 2015 to 2016, while Facebook saw even greater success, with a year-on-year increase of 62%.

These two combined are responsible for 85% of advertising growth–and this percentage is expected to increase even more in future years.

These are useful figures for marketers exploring the best platforms in which to invest their advertising budget, and a good reminder of how Google and Facebook ads can lead to successful results.

Facebook has invested heavily over the past year in improving its advertising platform to make it more appealing, and its numerous advertising options have won many marketers over. Moreover, its focus on the growing trend of visual content (images and videos), along customized advertising options, has offered new creative avenues for advertising.

As for Google, its focus on mobile growth and understanding of how advertising should evolve has brought new options for marketers seeking the best ways to promote their products through the most relevant search results.

The challenge of measuring ROI

Meeker’s Report on the state of advertising and ad trends to watch out for

The measurement of social ROI seems to remain a big challenge for marketers. Despite the evolution of social marketing and advertising, it remains a major challenge for marketers to effectively measure the success of their efforts.

When surveyed about the metrics they focus on when defining social ROI, 56% of advertisers picked engagement as their main measurement, while 21% chose conversion and revenue and 15% picked amplification and brand awareness. (Source: SimplyMeasured State of Social Marketing Annual Report)

The diverse goals marketers have for their social media rely on different metrics, which is why it’s still challenging to decide on the best ROI. Although engagement still remains marketers’ means of tracking success, conversion or brand awareness cannot be overlooked.

New ways to target and measure ads

Meeker’s Report on the state of advertising and ad trends to watch out for

The rise of online advertising and its constant evolution can be attributed to the creative and effective ways that all online platforms help advertisers reach their goals.

There has been an interesting improvement in targeting and measurement across all of the popular platforms in the last year, which may serve as proof that the advertising competition among platforms can lead to more options for marketers.

  • Product listing ads (Google): Google’s idea to highlight product listing ads was successful, with a stable increase in clicks over the past few years. This has allowed the company to capitalize on its new concept, while ecommerce companies have found an enhanced source of revenue through targeted listing.
  • Targeted pins (Pinterest): Pinterest decided to become serious about advertising and it officially became on of the favourite platforms for ecommerce companies to promote their products. Pinterest was well known for being a popular platform for product discovery, as users tended to pin the products they liked. This changed the last year, as it has also become a platform of purchases, doubling the number of people who base their purchasing decisions on the pins they come across.
  • Goal-based bidding ads (Snapchat): Snapchat created a new type of ad, with its unique mobile platform focusing on engagement. Goal-based bidding ads were aiming to make users spend more time on the creative ads, grabbing their attention in the most engaging ways. For example, users may swipe through the ad to play a game, which makes a clever way to appeal to them without relying on traditional advertising methods.

Right ad at the right place at the right time

One of the most successful ways for Google and other platforms to increase their revenue was the focus on the users and their input on each platform.

Google now counts a $679B market capitalisation with its focus on user-typed input, words that help ads become more targeted.

Meeker’s Report on the state of advertising and ad trends to watch out for

Snapchat already counts a $25B market capitalization in just two years and this can be attributed to its focus on user-uploaded input, the images that make ads more relevant for their audience.

The analysis of data and the idea of having users be the central focus of the platform to create more targeted ads is expected to grow advertising options even further. From a user’s point of view, this increases the chances to make the ads more relevant and less annoying, which is still important in an online world full of irrelevant noise.

The future of voice search

Voice search was a major feature of last year’s Internet Trends Report, and the 2017 Report builds on this. Since 2016, voice has increasingly entered into the consciousness of search experts and marketers, but we’ve only just begun to scratch the surface of what it can do.

The rise of mobile has made voice searches more popular in turn, and it’s interesting to note that 20% of mobile queries are made via voice. This indicates that voice search is becoming increasingly a part of our everyday habits.

Moreover, it has been observed that almost 70% of requests in Google Assistant are carried out in natural language, which serves as a good reminder on the way that voice can replace typing on several occasions.

Meeker’s Report on the state of advertising and ad trends to watch out for

Moreover, voice recognition has shown great signs of improvement in recent years, with Google’s machine learning reaching an accuracy rate of 95%.

There is a big challenge ahead for voice search providers to equal the accuracy of text-based searches, in order to convince people to trust voice functions even more.

Meeker’s Report on the state of advertising and ad trends to watch out for

Smart home hubs with in-built voice assistants have also seen great growth in the last year. A closer look at Amazon Echo’s installed base over the last two years indicates that consumers are exploring how voice can become an integral part of their daily lives.

It is expected that the applications of voice will expand even more in years to come, with communication, shopping and entertainment being key areas of growth.

Meeker’s Report on the state of advertising and ad trends to watch out for

Overview

As advertising giants search for new ways to maintain their growth, marketers should keep seeking the best methods to reach their target audience.

The variety of ad platforms nowadays brings an opportunity for more creative advertising and it’s important to consider how the use of data, the domination of mobile and new types of advertising can lead to the most effective results.

Measuring ROI on these new forms of advertising is still a challenge, but the fact that most of the industry is aware of this issue brings us closer to a time where this problem will be solved.

3 ways to scale your SEM efforts when you are hitting a wall

It happens to every AdWords practitioner at some point. We launch our campaigns, split out exact match and broad match, mine for queries, work on expansions, test different initiatives, run betas, etc. – and then we hit a wall.

What do we do next? How do we continue to push forward and scale our paid search accounts to capitalize on intent?

Below are a few strategies to break through the SEM wall and grow your account in an effective yet efficient manner.

Use Dynamic Search Ads for query mining

This is an obvious one, but many folks forget or tend to not use DSAs as they fear them going rogue and eating up spend without performing. First off, what are DSAs?

DSAs are a campaign type in Google that allows Google to crawl your site, matches ads in real time to shoppers, and directs them to the landing page most relevant to their query. (I have written in more detail about DSAs and the various targeting types in a previous article, ‘Capitalize on volume and long tail in Q4 with Dynamic Search Ads‘.)

Essentially, the goal I would recommend with DSAs is not to have that campaign as a volume driver but to leverage it for query mining. Cast a wide net, see what matches up and performs, then graduate those to keywords in your other campaigns where you can have more control over optimization, ad copy, and performance.

Use RLSA to expand keyword options

As you know, RLSA leverages your remarketing audiences for search ads. The great thing about RLSA is the fact that users who have visited your site are already familiar with you, your brand, and your overall offering.

With this in mind, you can create a campaign leveraging more broad, upper-funnel terms that you would normally deem to risky or wouldn’t expect to convert.

In addition, you can even include terms that you feel are somewhat relevant but may have been tested and paused for poor performance. Layering on RLSA audiences makes the same keywords less risky given that the audiences are already familiar with your brand – the goal is to get back in front of them, convince them to come back to your site, and convert.

A couple of additional tips on how to be more strategic with this strategy as you begin to test and expand:

  • Segment different audience types based on their interaction with your website to see how each performs (e.g. researchers, high intent, add to carts, etc.). By segmenting these audiences and layering in RLSA, you can bid more aggressively for segments performing well.
  • If you get significant traffic on your site and have fairly large audience list segments, you may actually want to create separate broad RLSA campaigns per audience segment. That allows you to customize your ads to each audience segment, along with customizing the LPs you would want to send them to – and of course you’ll have better control over budgets, so you can invest more of your dollars into the top-performing segments.

Pair a token analysis with broad match expansion

We’re all familiar with doing keyword expansions, whether that involves poring over search query reports to find converting terms or leveraging competitor keyword tools. However, it’s important to take a step back and look at your account at a high level. What are the core tokens that are not only driving volume but also performance?

A note on tokens if you’re not familiar with them: Tokens are basically the different stems in the keyword (essentially, you break up the keyword into its individual words).

For example, ‘Photography ecommerce website’ contains the tokens: photography, ecommerce, website.

Download your last 3-6 months of performance data across your keywords. Break down your keywords to their various tokens, and aggregate the data for each token. (You’ll want to look at Impressions, Clicks, Conversions, CPA, or Revenue/ROI.)

Once you’ve identified your top-performing tokens, you’ll want to build out long tail keywords and bid on them in broad match.

Note: it’s important to use broad match because the volume of long tail keywords is already fairly limited.

A bonus to the token analysis is that it can also help with efficiency efforts; if you notice bleeding or poor-performing tokens, add them to your negative keyword list and free up budget better spent elsewhere.

These three strategies should help you push past the SEM wall – but you don’t necessarily need to wait for a performance plateau to use them. Good luck!

SearchCap: EU to fine Google, SEO reputation & PPC planning

Below is what happened in search today, as reported on Search Engine Land and from other places across the web. The post SearchCap: EU to fine Google, SEO reputation & PPC planning appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

PPC strategy: Planning beyond the click

Your paid search campaign may be getting a lot of clicks, but are you really making the most of them? Columnist Amanda Evans discusses how to succeed by focusing on the post-click experience. The post PPC strategy: Planning beyond the click appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.
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How to Promote a Small Website: Content, Social & Link Building by @grybniak

Help your SEO efforts go further with a content strategy, social media marketing, link building, and PPC marketing.

The post How to Promote a Small Website: Content, Social & Link Building by @grybniak appeared first on Search Engine Journal.

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How Voice Search Will Impact Your SEO, PPC & Social Strategies

How can you plan, act, and report on voice search? Get ready by incorporating these real-world strategies today.

The post How Voice Search Will Impact Your SEO, PPC & Social Strategies appeared first on Search Engine Journal.

Learn 3 proven methods for winning additional PPC budget from your clients

Looking to grow your PPC accounts? Columnist Jeff Baum explains that doing so means selling clients on the notion that your approach is the best way forward -- and that more budget is required to execute the plan. The post Learn 3 proven methods for winning additional PPC budget from your clients...

Please visit Search Engine Land for the full article.
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13 PPC Tactics to Get the Most Out of Seasonal Shopping by @AndrewLolk

Capitalizing on peak shopping times can be incredibly rewarding. Learn 13 ways you can maximize your peaks throughout the year.

The post 13 PPC Tactics to Get the Most Out of Seasonal Shopping by @AndrewLolk appeared first on Search Engine Journal.