#2018Trending: Google AdWords is now Google Ads

Recent update: The Senior vice president Sridhar Ramaswamy who leads Google's ads, explained about the rebrand. He said the reason behind the rebranding is the company has been getting constant feedback over the past few years.

As Google has acquired new ad products, to get leads it has become more complex over the past two decades. This made advertisers, agencies, and publishers hard to recognize and select the appropriate google product for their needs. With the point of rebranding, it helps in locating “where we want the product to go" Along with the latest trends of rebranding, Google is also coming up with new solutions that simplify its advertising offerings.

Going ahead, Google's ad products will be segmented into three major brands.

1. Google AdWords is now Google Ads

2. Google Marketing Platform (A combination of Double Click advertiser products and Google Analytics 360)

3. Google Ad Manager

Read more about :  Google Ad Words is now Google Ads

Let's know what are these three major changes and its impact:

1. Google AdWords is now Google Ads

Firstly, whether it's a search ad, display ads, app ads or YouTube video ads etc., this serves as the front door for advertisers to buy on all google surfaces.

Google is also laughing something new as smart campaigns, which is a default mode for advertisers. It allows advertisers to identify the actions based on priorities whether store visits, purchases or phone calls. With the use of machine language the images, texts are optimized and drive to respective actions.

2. Google Marketing Platform

Google Marketing Platform assists to plan, buy, measure and optimize digital media all in one place.

Dan Taylor Managing Director for platforms said about the Google Marketing Platform as it helps in growing need for collaboration.

The Marketing Platform adds a new integrations centre. Unifying DoubleClick and Analytics 360 as a single platform has come for the advertisers who were integrating the two products on their own.

3. Google Ad Manager

The Final Change unifying DoubleClick for Publishers (DFP) and DoubleClick Ad Exchange (AdX) has been a three-year process. Jonathan Bellack, the director of product management for publisher ad platforms said, “Marketer demand for addressable advertising has moved us to a place where all buying will be programmatic,”

Google Ad Manager will assist publishers to monetize at all the new places where people are engaging. For example live streams, connected TVs, Accelerated Mobile Pages (AMP), and platforms like YouTube and Apple News, Bellack explained.

Artificial Intelligence is a visual communication by machines. As Google wants AI to make more ads. This made the lives of galore in an easy way. As Adwords users have been getting emails telling them to expect new ads in their groups and if they don't disable them they will start showing after two weeks.

Random advertisements would not be helpful in gaining revenue if they are not related to what the customer needed. This is what Google has taken advantage of ads using Artificial Intelligence. Thus, Ads can be automatically generated with the help of searches and additional signals. In Google Adwords, users submit display ads in groups that share sets of common parameters such as keywords. This being made more variations of ads in a group for better performance but manually creating an ad variation is not an easy task.

Adwords Ads are going to be created by Artificial Intelligence

Google Adwords is an online advertising service where advertisers pay to display advertisements.This lets the users submit display ads that share sets of common parameters like keywords. To improve ads performance, a combination of human appraisal and machine learning is used to create a high-quality ad proposal. Relevant content from the user account is used to create ad suggestions which include existing ads, extensions, and landing page. Google also uses additional signals such as keywords and targeting in order to optimize the ad copies.

On April 29th, 2018 was a starting date when ad suggestions start appearing on the Adwords Recommendations page. These changes have been made clear to the advertisers through emails. However, confusions surrounded some changes because of some contrasting terms like you can manually apply or you can disable the ads but after two weeks it will automatically enable unless you manually remove them. Moreover, the terms also state that an email notification will be sent for each ad, but this still depends upon the configuration of your account.

Confusion For Adwords Advertiser

Unfortunately, this lucent idea has some loopholes. If keywords will determine the ads to be generated or are to be sponsored by a particular brand, this should be closely monitored to be able to satisfy not only the consumers but also the brands who will lay for the advertisements.

The idea of automatically generating ads using AI is definitely a good point for Google and is likely to increase its revenue in the long run. It might even be a good thing for the advertisers because they get a better chance to be advertised as often and be known. But as mentioned earlier, there is a greater chance of misleading keywords that might promote somebody else’s rather than them.

Conclusion

Artificial Intelligence is really a sensation and it is getting more better. More and more companies are investing in this technology in hope for a better revenue. However, there is an always a doubt whenever somebody uses it, Google for that matter soon it will going to introduce AI in this way. Once again, Google has proved that technology is the most powerful source of income.

In this research blog, it has been explained some of the digital marketing measurement theory and important analytic tools which help to measure digital marketing performance and its effectiveness.

Measuring the success of an engaging, exciting and effective digital marketing campaign is considered to be the most essential and the vital part. It is the key responsibility of a brand or a business to measure the digital marketing effectiveness by.

• Measuring Digital Marketing Performance
• Measuring Digital Marketing ROI
• Measuring Digital Marketing Effectiveness

Evaluation of the success rate on each platform, channel, and device will help reveal the status of a campaign. The evaluation process of a campaign includes three stages- past, present, and future. A brand should be able to perform better in the present as compared to the past, and it must have the capability to outperform the present in the future.

Let take up a Look -  

If a brand’s marketing campaign has been achieved a 20% growth in the past, is geared for another 80% in the present, and in the future, wants an incremental growth of 100%. First, they will have to leverage and effectively utilize all possible platforms, channels, and mediums to make their digital marketing campaign achieve the target.

But, to know the actual numbers and judge the success rate they would require to analyze and evaluate every aspect of their campaign. This is the most vital step to deliver the best digital marketing services. That is the reason a renowned digital marketing agency would consider this as his key responsibility while serving its client. For this every brand and decision maker needs to be aware of the procedures and processes of digital marketing measurement process:

•  Choose the correct digital marketing measurement tools.
• Get acquainted with digital marketing measurement formula.
•  Utilize the knowledge of digital marketing measurement model.
•  Consider all essential digital marketing metrics Analytics.

Digital Marketing Measurement Tools

Measuring tools are the most important elements that are used by any creator or evaluator to help evaluate the end result of a brand campaign. There are several tools that can be used effectively to measure a successful digital marketing campaign, but it is not possible to use each and every tool for every time. That is the reason, a brand has to choose tools that are best suited to judge the success rate of the brand campaign.

Must Check Out Our Recent Digital Marketing Trends and Statistics for 2017. Similarly, as a digital marketer, the choice should depend solely on the criteria of the product or service for which the campaign is designed, its time period, demography, target sales, etc.

Some of the best digital marketing measurement tools have been mentioned below:

Google Analytics:

A single tool that is helpful for data collection, configuration, data processing and reporting. It’s specialized data reviewing feature helps to analyze the performances of the website or page, apps and different marketing channels used during the campaign.

Google AdWords:

It is a unique tool of Google for designing and maintaining the PPC ads. It also enables to monitor the statistics so that brands can track the success of the ads by calculating the return on investment.

Google Webmaster :

It is a toolset to understand what is going on within the website. Google Search Console or Webmaster Tools helps to analyze contents, identify technical errors, check indexing status and optimize visibility of the websites.

HootSuite:

This tool helps to get a clear and complete overview of social media performance in real time and measure the team’s performance. Hootsuite analytics share customized reports of each social media platform’s performance.

Google Alerts:

It is good to be used as a social media tool as it allows to set alerts for a personal name, brand name, and products. These alerts help notifications to remain updated.

Webtrends:

Its analytics use simple dashboard interface to reveal the true picture of customers’ interaction with the brand across different channels.

Mixpanel:

It is an advanced analytics platform that answers the queries of reporting actions. It is apt for mobile and web functions.

Upsight:

It is an ideal tool to identify business KPIs. It is brilliant as it first explores the user database and then creates personalized user experiences for better app performances.

Bitly:

It is a unique online tool that helps to shorten the URL so that it becomes easier to share among different platforms. This is suitable not only for the brand URLs but also to track competitor’s URL.

Apsalar:

It is a tool to measure digital marketing campaigns with the help of mobile app attribution and data management procedure.

Digital Marketing Measurement Formula

Formulas are essential to calculate and realize how the brand’s campaign has fared. It helps to compute and fetch the exact value based on all the variables required.

Digital revenue can be calculated on the basis of three factors:

• Traffic
• Conversion Rate
• Product Value

By multiplying these three factors, we’ ll get to know the exact digital revenue result:

Digital Revenue = Traffic x Conversion Rate x Product Value

To generate more digital revenue, bring a significant change in one or all of the three mentioned factors.

The model comprises of five parameters, which has been set to the initial level of campaign formation on the basis of these factors.

• Objectives
• Goals
• KPIs
• Segments
• Targets

Many brands have eventually taken the support of the digital marketing measurement procedures, to evaluate their success and build a market position as leaders who have a loyal and stable standing in their industries. Some even believe that it is worth to spend more to scrutinize the marketing effectiveness than to grab visitors’ attention.

However, these factors depend and vary from one brand to another. Focusing on those key factors, it will ultimately help decision maker to carry out a successful marketing campaign in future.

Google Analytics, are designed for the advertisers so that they can identify audiences visits in their respective website that are much more likely to convert. It’s an excellent tool that can be used side by side with Google AdWords.

What’s the Difference?

You might think this feature is superfluous, given current Google Analytic measurements. However, unlike Google Analytics metrics that are based on the actions taken by consumers on the site, creating smart ideas generates results produced by a machine, with results based on thousands of sites that use Google Analytics.

How does it Work?

Key factors responsible for high conversion rate have been identified, analyzed and distilled. These factors include:

• The extent of the session
• The device used to access pages
• of pages viewed, browsed
• The browser used to access the pages

and many knowledge sharing factors.

How to Start?

Before you can make this happen, you will need to link your Google Analytics and AdWords accounts. Activate Analytics into AdWords. Once done, you can start optimizing in AdWords. After you are done there, you are good to go. Not sure what to do next? Hire PPC services in India to help you out.

How it Happens

Once your Analytics and AdWords accounts have been linked and the Google products and services setting has been activated for your Analytics account. For starters, you’ll need to choose the right type for direction when you go through setup. Once that’s done, import your setup into your AdWords. The next step will then involve the optimization of AdWords performance via Smart Objective.

After importing it, leave it alone. Give it a few weeks to run. That should be enough time to earn and collect the data you need. Once the data is ready, start to divide the cost of your ads with the number you’ve successfully achieved. The resulting figure is your cost per acquisition or CPA. You can adjust the CPA, though, to match with your project goals and objectives.

Its Limits and Restrictions

By using smart objectives it will come with several restrictions though. It isn’t configurable or customizable so the user experience might leave a lot to be desired. Smart objectives only work for website views. Views from customers coming into your pages via a mobile app won’t be counted and that could lead to a few counting problems. Also, it does not allow view-through conversions. Cross-device conversions in AdWords aren’t possible as well.

Conclusion

If you are running a small business or a start-up and you’re looking to get started on your PPC campaigns, exploring what are the smart objective of Google Analytics can do for your business. It will be an excellent way to kickstart the process. For much-needed help and assistance, get in touch with us.

Blog posts are the first step on the conversion path as they drive prospects towards your landing pages and forms. They are also an excellent opportunity for an organisation to show thought leadership and provide unique industry insights. But, how do you attract people to your blog feed in the first place? Unless prospects have subscribed to your blog, you’ll be unable to directly notify them when your latest post is published.

So now what?

Well, don’t fret. Blogs are a fantastic demand generation tool and fit comfy at the top of the sales funnel. This means that they are most effective when targeting prospects in the research stage of their purchase. As the prospects in question may not be able to name their exact issue at this point, they are most likely using search engines to just research their pain points. And this is when blogs become highly valuable in your lead generation activity.

Firstly, get to know your prospects, leads, and customers. Find out what their concerns, issues and pain points are. Ideally, identify the business-related keywords and phrases what they are most likely to type into a search engine or did so during the early stages of their buying process. This information can be gathered by speaking to current customers, reviewing the popularity of certain phrases on Google Adwords, or analysing the source data on your marketing automation software.

Once you have this information you can begin to create engaging blog posts that focus on these keywords and phrases. Using SEO best practice it’ll be possible to ensure your blog post ranks highly on the search engine results pages for this keyword.

Now, when one of your prospects uses a search engine to research their business issues and pain points, they are likely to see one of your blog posts which directly references their query.

It’s important to remember that blog posts are not e-books. They are not meant to be 1000s of words long. They are about providing top-level insight on a particular subject and ultimately driving the reader to convert to a lead by downloading a larger piece of content.

Be sure to only focus on one keyword or phrase per blog post, as otherwise, search engines will become confused and not rank the post as highly relevant to the prospect’s search phrase. It’s also worth noting that if you are starting a new blog, each post should ideally be 1000-1500 words long. This gives the search engines a good amount of content to digest and understand, so they can rank future blog posts more accurately.

Once the blog is more established you can reduce this to between 600-1000 words, but never less than 300. If a blog post has less than 300 words, the likelihood is that the search engines won’t even bother ranking it for their results pages.

Although SEO is an excellent way to ensure your blog posts are found on the search engine results page, there are other ways to ensure the maximum number of people see your latest post. Start by sharing the title and a snippet of text on all of your social media channels.

Only write a short teaser post on social media and link the reader to your full blog post. Also, when sending a lead generation email to your database, add a link to the blog at the bottom. All of these methods will help to increase your subscription rate and build interest in your blog.

A blog is an excellent tool, but only as part of a multi-channel marketing campaign, so to ensure you generate the best results from your activity. To learn more aboutB2B sales, comment if you have any queries.

Visit forward with enthusiastic for PPC trends for 2017

In order to earn the benefits of PPC advertising, it’s important to advertise yourself with the latest trends to stay ahead of the willing to take a look at some of the predictions of what will be sizzling in 2017 and elsewhere.

Google AdWords

In a recent development, Google announced a significant change to ensure greater control for users of device-level bidding in AdWords. The announcement, in 2016, confirmed mobile-base bidding was back. This means Google has given back control to advertisers over how much they can bid on desktop, tablet and mobile traffic. This enables them to decide how much they will spend per click on each device. Businesses can broadcaster their base keyword to the device relevant to their business, setting bid adjustments for other devices. Mobile device use is outperforming desktop usage and the realization is urging businesses to change the way they create ads for their target audiences.

 Text search ads

Google’s Stretched Text Ads offer a new formatting option, giving advertisers more scope for ad copy. It doubles the size of PPC ads on AdWords, so advertisers have more opportunity to tempt prospects as it is streamlining its text ad formats across desktop and mobile devices, so advertisers can use two 30-character headlines, rather than the current 25-character headline. Advertisers also have an 80-character limit for description copy, rather than the previous two 35-character lines. Google has also announced the introduction of responsive ads for display, enabling advertisers to use dynamic ads that automatically adjust and resize to match the feel of the content being browsed by the target audience.

Video ad campaigns

This trend is going from strength to strength since its launch in 2015 and looks set to be big in 2017. Video ads are increasingly popular among businesses and marketers, with Facebook and Google focusing more on video ads meaning they have become a large part of the mainstream advertising medium. The trend complements today’s climate, with busy users often preferring to watch rather than read. Hence presenting ads in a video format can attract more views and clicks, compared with earlier text ads. It doesn’t have to be more expensive to create video ad campaigns, as no special technical skills are required to run video adverts – just a basic understanding of production techniques and the necessary equipment. It can be managed easily through AdWords.

Shopping feed update

Google’s Shopping Products Feed Specification mean changes to the information required in order for advertisers to run shopping ads. Unit pricing is available for all categories and markets to ensure consistency in the displayed prices. Colour and size values are now compulsory to ensure an improved, more consistent shopping experience. This trend will help advertisers ensure that their ads feature perfect prices, availability information, and specifications, with high-resolution imagery.

Remarketing lists for search ads

Although RLSA isn’t new, the possibilities haven’t yet been explored fully by many marketers. They will earn the benefits when they realize the potential returns offered by RLSA this provides access to a comprehensive list of search ads, where ads for products and services similar to your own can be selected. Advertisers can modify the search ads, bids, and keywords. Assists in reviewing the returning visitor data straight from the AdWords dashboard to analyze users’ behavior, providing a greater insight into your paid search budget and, subsequently, greater control.

Interactive advertising

Today’s consumers look for a chance to experience products and services before they buy, so Google is making this possible for its app users. The fact that one in four apps in Google’s Play Store is never used is pushing them to use virtual machines on their cloud platform, so consumers can use an app for at least one minute before downloading it. This helps them to decide if they want to download the app or not. This is a great benefit for users, although perhaps not so great for an app developer. As the advertisers will enable users to experience their products before they buy them, with advertisers utilizing interactive ads that showcase their products for consumers and prospects.

Insights on Branded & Non-Branded PLAs by Optimizing Your Google Product Listing Ad Campaigns.

Google Shopping Ads, also called Product Listings Ads (PLAs), which are an efficient and affordable way to drives sales for the businesses. It helps to capture customers moment of their shopping intent due to their prominent placement on search results pages and with their visual format. Google Shopping campaigns are often lumped in with traditionally paid search campaigns, but they’re actually quite different. Yes, they’re based on a cost per click pricing model. And yes, they can be managed within the AdWords interface. But that’s really where the similarities end. To be successful with Product Listing Ad campaigns, you need a unique strategy and specific tactics to complement the other marketing campaigns you undergo in your e-commerce platform.

Product listing Ads are targeted by products and product categories, not keywords. Advertisers set a bid on a product, and then Google decides which keywords are relevant such as product name, category, image, pricing, color, size, availability, brand, and description.

Here are some important tips for managing and optimizing your Google Shopping campaigns.

• Optimize Your Feed with  Tactics

SEO, the most important element in your campaigns (Title or a feed manager), including brand name, color, size and material in the product title make sure your title, as well as the description, should be clear, descriptive and useful for the customer.

• Product Images

Ensure that each product has a relevant and targeted image. Use photos that differentiate your product from others listed in Google Shopping ads, helping your ad stand out among the competition.

• Include Negative Keywords

Add negative keywords to indicate which should not be shown on. Start by adding known irrelevant terms, then continue to review your search terms report to identify low performing terms. Negative keywords can be used at the campaign level or added to specific ad groups. An easy place to start is borrowing some of the negative match tactics used in your Adwords ads.

• Eligible for Ratings & Review Count

Sometimes Google will show a star rating and review count under the product title in PLAs. These ratings can help to make your ad stand out, and showcase the quality of your product. The ratings and reviews are aggregated from multiple sources.

• Best Selling Products

You should focus on your best selling products. Consult your BigCommerce analytics or Google Analytics data to see which products are demanding more. Add these best sellers to a specific ad group and raise the bids to increase exposure of these popular and profitable products. If a product isn’t performing well in Google Shopping, remove it from its current category and place in a new ad group with a lower bid.

• Larger Feeds Get Better Exposure

If you have few items for your product catalog, then start with a single ad group, rather than breaking out the account into multiple ad groups or product categories. This will help you to determine the better track and optimize performance through this-single ad group.

• Send Your Feed to Google Every Day

Google will ensure that all information is current and accurate. This can help to increase the likelihood of placement, as Google favors merchants that provide consistent and clean data. It also creates a better experience for searchers, making sure that the information they see in the ad is the same information they see when they click-through to your site.

• Optimize Feed for Automated Extensions

Automated extensions use the information to submit Merchant Center and through your data feed to show free shipping or price drops. Ensuring these messages will increase the likelihood of extensions being added to your ads.

• Make Sure to Include GTINs

Google states that Global Trade Item Numbers (GTINs) help to determine about all new in-stock products which are advertised through Shopping campaigns to increase its exposure with more details on the product.

Google Product Listing Ads are a great complement for AdWords campaigns. A product feed is a simple file on your server, which Google looks for to quickly gather details on all your products. Think of it as an index in a book. Besides listing all of the products it tells Google everything it needs to know about each product from the location of the picture to the price.

Which one is better for the business growth SEO or PPC?

The main difference between Search Engine Optimization (SEO) and Pay Per Click (PPC) is that traffic coming from SEO (organic) is free while traffic generated from PPC is not free. This is also the reason why you may sometimes see the terms organic search engine listings and paid search engine listings. Both SEO and PPC are part of Search Engine Marketing (SEM) which is one of the tools you can use as part of your overall Internet Marketing campaign.

The major differences between the two by using the following boundaries - position in search results, cost, traffic potential, conversion and ease of use it.

Organic Traffic vs. Paid Search Advertising

SEO:

You can get first page positions if your web site is optimized for search engines. As it is mentioned clearly, that SEO traffic is free and PPC is paid and while this is absolutely true, you should understand that it needs a lot of effort and hard work to get free traffic from search engines. As the competition is high for almost every keyword you search and you really need to have a high-quality web site and a great SEO plan to get one of the top 5 positions. There are no shortcuts despite what digital marketing companies are trying to sell you.  If you are not familiar how search engines work or don’t know anything about SEO then the best way to get search engine traffic is to hire an SEO expert to do the work you. The cost of SEO is indirect as you cannot pay to get to the first page but you may have to pay for SEO services if you cannot do SEO yourself.

PPC:

You can get your ad on the first page by paying a higher cost per click (CPC) as cost depends on a number of other factors. If we take the cost per click of advertising with the most popular PPC system, Google Adwords, it depends on the popularity of the keyword, on the number of advertisers who want to use the particular keyword, the number of related web sites that have ad positions for the particular keyword and much more. If it sounds a bit complicated then it probably is, despite the efforts made by Google to make the whole system easier to use. The good news with PPC is that you only pay for the clicks your ad receives and not for the views. In addition, you can determine in advance your daily budget and pay no more than that and you can calculate an estimate of what is the average cost per click for the keywords you want to target. You pay only when people click on your ads.  You can use the Google keyword tool to calculate how much you can pay.

“SEO vs. PPC” which one is Ease of use

Neither SEO nor PPC is easy to do if you don’t have the necessary knowledge and experience. SEO is a process that takes a lot of time and effort. It may take months or even years to rank for specific terms or not rank at all. If you are new to SEO, take a look at our comprehensive SEO Blogs to get an idea of what SEO is all about. On the hand, in order to get some good results with PPC and Adwords, you have to hire a PPC expert to help you.

Which method can bring more traffic to your web site, “SEO or PPC”?

SEO (organic traffic) is more than PPC traffic so if you can manage to rank your web site for the keywords you want, you will get much more traffic than paying for those keywords. This is because when you are in one of the top 5 positions you can expect to have a continuous flow of traffic without having to pay anything as the actual volume of traffic depends on how popular a keyword is. So, if you compare traffic and cost of first page positions for SEO traffic and PPC traffic, organic traffic is better. If on the other hand, it is very difficult to get first page positions for a keyword then paying for traffic may be your only option since second and third-page positions will probably bring 0 or very little traffic.

“SEO vs. PPC” which one is better in Conversion

SEO: Organic traffic is continuous as long as you are ranking in one of the top positions. SEO traffic is better than other forms of traffic but in terms of conversion is not as good as PPC traffic.

PPC: PPC ads can get more clicks but this means that you pay more. Highly optimized keywords will generate more conversions but it will cost more.

If your ads are highly targeted and optimized than a visitor from PPC is more likely to convert than a visitor coming from search. The reason is that a web page can rank for different keywords so the search visitor may not be looking exactly for the content or product presented in the particular page. On the other hand, if you run a successful PPC campaign then you will only get clicks from visitors who are interested 100% in your content or products.

Apart from all these conversations what we discussed above are just mentioned for your knowledge but the bottom line is that you need to use both PPC and SEO as part of your Internet Marketing campaign. PPC can bring you faster results so you can run a PPC campaign and test which keywords convert better and then try with SEO to rank for those keywords. Use PPC when you have a high converting product and use SEO when you have a limited budget to spend on advertising. SEO may take time but the results are the long lasting while with PPC when you stop paying for clicks, traffic will also stop.