Tag Archives: adwords campaign

Keeping Up-to-Date with Google’s Latest AdWords Changes

Google Adwords

Google lately announced a number of important changes it made to AdWords at its last Performance summit in San Francisco. The modifications (6 of them) will allow advertisers close the divide between the digital and the real world.

Mobile was the main topic during the announcement, seeing as more than 50 percent of Google search occurs on a mobile device.

Not surprisingly, Google’s previous launches earlier in the year such as the Accelerated Mobile Pages was also focus on improving search on mobile. Others include removing the right-side ads on desktop search engine results and testing text advertisements with expanded fonts

Google’s 6 AdWords Updates are:

  1. Expanded search text ads

In the first quarter of this year, Google tried this feature with some marketers and observed a 20 percent increase in click-through rates where it was applied. The new ad characters are created to fit the screen size of popular smartphones, and provide more advertising space for brands to display more detailed product information.

  1. Mobile-responsive adverts for Google Display Network

AdWords native ad units will now easily be fit into different content types across the over 2 million publisher websites and apps. Pay-per-Click marketers only have to provide headlines, description of ad, photo and URL. Google will automatically enhance the ads to be offered as native ad components.

  1. Remarketing campaigns getting modified

AdWords will now allow you increase the reach of your Google Display Network remarketing campaigns by giving access to inter-change inventory. The ads will release new native inventory in apps and mobile sites on the content network. This is a boost for ads that have been depending on third-party networks to serve their native ads.

  1. Location search ads to be available on Google.com and Google maps

Although this new feature is still in the testing stage, these ads will help increase the in-store traffic of retailers. Almost a third of all mobile searches are from locations. This ad format will include promoted points for nearby businesses, and a new look for local business webpages.

  1. AdWords bid adjustments for specific devices

Google will offer the brands the ability to place individual bid adjustments for specific devices such as laptops, desktops, mobile and tablet. Advertisers will now be able to set keyword bids according to the devices their ads are displayed on. The feature will increase the level of control advertisers have for each product with respect to device promotion strategy.

  1. AdWords interface design

Adwords Redesign

The last update is a redesigned AdWords interface that will be launched in 2017. The interface is a minimalist, user-friendly platform that will be visible at the campaign, ad group and ad level categories.

Brand Bidding – Should you Allow Affiliates to Appear on Your Brand?

grand-bidding-logo
Brand Bidding - Allow Affiliates to do it or Not?

This guest post will discuss the topic of brand bidding – that is allowing Affiliate ads to appear against your own brand in the search engines.

It goes without saying that no online marketing effort should be considered in isolation. And the beauty of online is the fact that most traffic generation can be tracked, right from the source and cost of an ad, to the end result of buying.  Meaning marketing spend can be allocated to a revenue stream, and therefore easy to work out the achieved return on investment.

Sounds a little too good to be true doesn’t it? And of course in fact it’s not always as simple as that for a typical online business, with a number of marketing channels and an inevitable multi touch point journey from initial ad to final conversion.

Search is typically a key feature in most online marketing plans, and usually is seen to be a high ROI driver partly because a search ad is often the last touch point of a visitor before visiting a site and converting, but also because of the high number of customers starting with Google to find the products and brands they want. But tracking search, and its part in the conversion process is important to gaining a clearer understanding of how other channels are interacting and effecting search traffic. And ensuring affiliate marketing activities are featured in this tracking is too often forgotten  – simply because of the different way spend is attributed. For affiliates, because of the performance based approach, often the reduced risk this brings to marketers gives them comfort in leaving the channel to return and track on its own, when perhaps they are paying an affiliate for a sale they actually could have generated themselves through brand search.

An Example of Brand Bidding on Google - Your Ad in position 1, the Affiliate ad in pos and Competitor adverts in positions 3 - 8

Brand bidding (ie bidding in search to appear against your own brand term) is a perfectly strong strategy for ensuring maximum coverage on the SERPs, and it often can be proven to achieve incremental sales above those gained only through having high organic brand positions. But giving away your brand term to allow affiliates to engage in brand bidding is potentially a risky and wasteful strategy. Brand CPC’s are usually low, and if you have other marketing activities that are driving people to search for you in Google, you might simply be driving customers to click on a PPC brand affiliate link.

You may be prepared to allow your trusted affiliates to commence brand bidding, to help them afford to gain additional sales through the long tail which may cost them more. But if you do this, make sure you are keeping a view of the full purchase journey, and attributing your sales across your ad touch points to fully understand the distribution of your ad spend, including any commissions paid to affiliates.

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Paul Reynolds is Director of Insight & Analytics at digitalbox – an online performance marketing company, specialising in LeadGen, Email Marketing, SEO and Analytics.

Get Paul at:

His Blog: Insight and Analytics
His Twitter:
@paulinsight

FirstClick Digital is a London based digital marketing agency with a wealth of search and social media marketing experience backed up with the valuable knowledge needed to deliver a healthy ROI for any campaign. Feel free to give us a call on 0207 289 3218 or fill out thecontact form and see how we can help your business grow.