Posts Tagged ‘AdWords’

Recovering The Data Not Provided In AdWords

Monday, October 22nd, 2012

Months ago Google announced its new secure login, which would turn much of the data social media agencies see in their AdWords campaigns into “Not Provided”. In advance of this change Google announced it would have a single digit percentage point hit on the data, however some sites are reporting as much as 40% of the data being lost. This is a significant issue because agencies spend a lot of time weighing the keywords and moving in on ideal actions. Losing any of the data about how people are coming to a website means there might be efficiencies being lost.

Carrie Hill, the dircetor of marketing at KeyRelevance, LLC, has an essay where she discovers a way to recapture some of that normally lost data. Using a series of custom filters in the AdWords dashboard, allows the social media agency to uncover the last web page the user was on before landing in a website. It is not a complete reversal of the Google change, but it does help uncover some information that would otherwise be lost.

How To Turn (Not Provided) into Useful, Actionable Data

Microsoft’s AdCenter Introduces Verification Ability

Thursday, September 6th, 2012

One of the concerns of advertisers is how to verify that their ads are being displayed. Bing will soon rollout a new feature that will allow verification. The new tool will show the social media agency if the ad is being shown to targeted or general audiences. The advertiser will also be able to target ads by user location from country down to state and even city levels.

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This change will help the agency by increasing the level of control exercised on the ads. This will be particularly helpful for smaller brands that do not have a presence outside of a city or two. Another interesting feature coming to AdCenter is the ability to check this Ad Preview function without logging in. This means a brand will be able to see where their ad is being placed without having to call their social media agency and having to ask it. This will increase the accountability on the agency, but that will also help smaller businesses feel more confident with their outsourcing decisions. In these lean times, it is important to boost confidence among clients so they keep returning to the agency for its needs.

Enhancements to the adCenter Ad Preview Tool

Google Experiments With a new Ad Unit

Thursday, June 7th, 2012

On Google’s Hotel Finder product there is a new ad unit being experimented. The ad is called a promoted ad and will list at the top of entries. The rankings for these ads that put them at the top of entries is based on quality score and bid. Besides being listed first, the ads are identical to the organic results except the background is shaded and in the upper right corner is a small ‘Ad’ so users know it is not an organic placement.

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As of now it is only found in Hotel Finder and Google has not been forthcoming about it being rolled out to more products. This move by Google is also part of its embracing of paid inclusion after making a name for itself by shunning the practice that led to Alta Vista’s demise. It seems unfathomable that Google will refuse to list any brand that it does not have a financial relationship with, but this promoted ad seems to be consistent with the adoption of that approach. The social media agency needs to stay informed about Google’s announcements and what sort of paid inclusion they will decide to implement.

Google Experimenting With “Promoted Hotels” Ads on Hotel Finder

AdWords for Video Now Open To All

Thursday, May 3rd, 2012

Google’s AdWords for Video is the service that brings video ads to brands. Until recently, however the service was available only to large brands, but now Google has opened the service up to anyone and is particularly interested in finding small businesses to begin advertising with the service.

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YouTube offers advertisers two methods of payment. One is that the advertiser only pays if the ad is watched. Viewers are given an opportunity to opt out of an ad after a certain amount of time has ben reached. The second charging option for advertisers is to be charged only if the viewer watches at least 30 seconds of the video.

AdWords is also updating its service to help brands, especially the smaller ones that are not as experienced with the new formats. AdWords will offer an estimate of views given a certain set of advertisement parameters. The platform has also been updated to look more like the normal AdWords platform, so there is less confusion when adopting the new service. The final update is an ability to see what the viewer does after the ad is seen. If the user moves on to the brand’s channel and subscribes, then that is reported.

All of these changes will help the social media agency. Video is an increasingly effective and lucrative form of advertising. The new changes not only open up the service to many social media agencies but also allow brands to see what other actions of value might be related to individual videos.

Google AdWords for video is now open to small and medium size businesses

Microsoft Updates AdCenter To Mimic AdSense

Wednesday, February 22nd, 2012

Microsoft is changing AdCenter’s targeting to come into line with Google’s AdWords. After the update AdCenter will allow advertisers to target people in a certain location or if the search parameters indicate the person will be in the location. The location parameter can be quite broad but can narrow down to a specific city. The update is already available to some advertisers in the US and will be fully rolled out to everyone in the coming months. The other aspect of the update that brings AdCenter in line with AdSense is the advertiser’s ability to target the ad solely on location regardless of what query the user searched.

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An improved AdCenter will help Pay-Per-Click Advertisers by offering an alternative to AdSense. Even though AdSense has a larger publisher base, AdCenter is what resolves ads on Bing and Bing related sites, such as Yahoo!. There are also some interesting features through the AdCenter server like rotating ads displaying objects in full 360 degrees. Not only are there differing features but having more options also helps the digital agency better maximize its ROI by offering ads at a different price structure to different viewers.

AdCenter Ups The Ante

WordPress launches Own Advertising Option

Wednesday, November 30th, 2011

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WordPress has announced that it will soon be launching its own advertising service. The service will be called WordAds, which is not to be confused with Google’s AdWords service. WordPress says that users have been asking for a way to monetize blogs for some time now, but the company has resisted because AdWords seemed to be a good fit for most of those users. What has changed for this new venture to happen is not clear.

There is not yet a discussion of the differences between WordAds and AdWords. WordPress for now is merely directing interested users to a form for completion. WordPress hinted at this change in October at its developer conference. With 50,000 new blogs coming online everyday this move can be quite the lucrative venture for WordPress and its partner in this venture Federated Media.

WordAds will be 100% optional for bloggers using WordPress; they will be free to remain with AdWords. There has not (yet?) been a response from Google. AdWords brought in $2.6 billion for Q3 of 2011, which represents 27% of Google’s income.

This is good news for the internet marketing agency. WordAds will be similar enough to AdWords that learning it will probably be simple, possibly as simple as keeping straight the name of the service being used. Because WordPress has such a large potential draw this service can be large and push a number of ads to viewers. While it will not replace AdWords it will help soften up the market from AdWords’ dominance. Bloggers will also probably find the new service easier to use because the widgets will be more seamless. This should help increase the number of niche blogs pushing ads that might have otherwise gone without any ads whatsoever.

Wordpress Ad Program

WordAds

Google’s Launches Brand Management Application

Friday, June 17th, 2011

Google has launched a new app called “Me On The Web’. It can be found on the Google Dashboard in between Account Information and Analytics. Most of the available tools are available as alerts, which were previously available. Managing the alerts is now easier to set up.

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Google.com

Most digital agencies now incorporate brand management into their products available for clients. This release will make that management easier to do. Of course, that is a potential problem for the digital agency, as now it might be so simple that businesses will not outsource this task. To counter this potentiality, the digital agency needs to differentiate its brand management portfolio by offering a more sophisticated service.

Mashable: Google Launches Tool for Online Reputation Management

Google Improves Image Searching

Friday, June 3rd, 2011

Google has rolled out, currently only available in English, some improvements to its image searching. The first change will be allowing roll over functionality. When a user puts the cursor over an image it will widen for better viewing. Google is also changing the results when “image” or “photo” is specified in the search query. Images will be displayed in a grid so the viewer will have side-by-side comparison ability instead of requiring scrolling. Google has also said it will now be easier to search for images and throughout image hosting sites. Specifics about those improvements were not announced.

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Photo: Google Images

Anytime Google updates its logarithm, already considered by many to be the best, then it is good news for digital agencies. The advertising becomes more potent, and better searching means more searching as well as more time for viewers to spend elsewhere. Google updates also drive updates and changes across the internet.

Mashable: Google Search Becomes More Image Friendly

Google Adwords: Caveat Emptor

Wednesday, January 12th, 2011

Ever wonder how specific companies got their site moved to the top of a google search? Well they pay for that spot. A service offered by Google, called Google Adwords, allows companies to pay for the top spot on a search of any keywords you choose. As I’m sure you know, from your experience with the search engine, the highlighted sites at the top of the page draw your immediate attention, and because of this, Google Adwords is rapidly growing as a online marketing tool.

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The Google Adwords program has many different options, which are adjustable to your budget. One of the most popular options is a pay-per-click option which means you pay a set amount each time someone clicks on your link and goes to your page. This seems like a pretty straight forward concept, but it does have some inherent risks. When you set up your account you choose which keywords you would like use. Your selection of keywords dictates which searches you will show up in. In addition to that there are several wrinkles to the program which makes it much more customizable, and also much easier to overspend.

An article in the Wall Street Journal discusses several businesses that were paying more than they had expected due to unwanted ad clicks. One of the wrinkles of the Adwords program is called “session-based clicks” which is something Google does to try to optimize your views. Essentially what it means is that if someone is searching for, lets say, new flooring, and they search for ten different words regarding hard wood flooring, your site will show up in all of them. They do this because, seeing that the person is looking for wood flooring, they anticipate that your advertisement will be useful to them not only on their first search, but on subsequent searches as well. Now here’s where it gets tricky: If a person searching for carpet, which your flooring site might show up on, then decides to search for something less related, like area rugs, you might still be showing up in the search results. If they stray further, say to furniture, it is possible that, if they searched for flooring enough, your ad might follow them. What this does is show your ad to, and potentially get a click from, people that maybe aren’t interesting in flooring as much as Google thought. Now, because they clicked, you have to pay. Granted this isn’t a huge problem, it probably does more good than bad, but it can lead to increased expenses if left unchecked.

Now, this isn’t to say that you should stay away from Adwords, it is a great program that offers results for a relatively modest amount. What I would recommend is that you study the program, or let professionals help you with your campaign. Luckily the Google Adwords trend has not gone unnoticed, and because of that there are a growing number of Google Certified agencies that are proficient in the Adwords program and can help you optimize your results. So if you think you might be interested in having your website seen by the masses, find yourself some help, and look into Google Adwords.

Integrating Search Engine Marketing with Social Media

Friday, April 2nd, 2010

A problem many marketers have is how to merge their Paid Search Engine Advertising with their Social Media presence. These two channels work differently and need completely different strategies. Matt Lawson, director of marketing for Marin Software, wrote a great How-To article on Mashable about this subject.

The first thing you need to realize is that Paid Search and Social Media should be used together, not as separate channels that do not communicate. Both have different strengths and weaknesses, so you must leverage each one’s strengths to optimize your marketing campaign. Most marketers agree that the main goal of social media is to build an online presence, communicate with customers, and build brand value. The main goal of Paid Search is to drive sales.

Lawson gives a few tips to optimize the usage of your Paid Search Advertising and Social Media:

Make your Social Media Campaigns Search Friendly. Your social media programs, such as Facebook, Twitter, YouTube, etc, need to be properly tagged and the metadata for your pages include your top keywords. Along with your natural and paid search results, you also want people to find your social media easily.

Experiment With Keyword Advertising on Social Media Sites. Facebook and YouTube both offer keyword advertising programs that are vastly different from Google. Facebook allows you to target users through the preferences and items they put on their profile. YouTube allows you to target search queries. Although, unlike Google, YouTube’s search queries do not usually include a specifc product but rather general content. Make sure you target your ads correctly.

Create Social Media-Influenced Paid Search Campaigns. Take what you learn from your social media, through conversations with your customers and general discussions that are happening around your campaigns, and bid on keywords that reflect this information on search engines like Google, Bing, and Yahoo. Remember to measure the performance of your ads and capitalize on keywords that are more effective.

By integrating your social media and paid search campaigns correctly you will not only build a better brand presence, but you will improve the effectiveness of both campaigns.