tag:econsultancy.com,2008:/topics/ppc Latest PPC content from Econsultancy 2016-12-09T11:03:00+00:00 tag:econsultancy.com,2008:BlogPost/68593 2016-12-09T11:03:00+00:00 2016-12-09T11:03:00+00:00 It’s the little things: Google advancements in 2016 Tom Bailey <p>You may or may not have noticed them but they’ve changed how marketers, brands and ultimately users interact with the search giant.</p> <p>For example, earlier this year Google veered course from how it has historically served desktop ads. <a href="https://econsultancy.com/blog/67695-new-data-reveals-impact-of-google-s-right-hand-ad-changes/">Right-hand ads were removed</a> and a fourth ad slot was added above the organic search results.</p> <p>This change aligned mobile and desktop search results, and was widely touted as Google’s acknowledgement that mobile search — not desktop — is the key to the company’s continued growth and success. In fact, 2016 was the first time we noticed mobile ad spend through our platform outstrip that on desktop.</p> <p> <img src="https://assets.econsultancy.com/images/resized/0008/2019/rhs_ads-blog-flyer.jpg" alt="" width="470" height="311"></p> <p>By analysing our Marin Global Online Advertising Index, which tracks over $8bn of global ad spend, we saw little change in competition for positions one to three, as cost per clicks (CPCs) on these top positions declined marginally for the period.</p> <p>The slight dip in CPCs could be attributed to the increase in the likelihood that someone will click on these top positions without the distraction of ads on the right rail. Meanwhile, click-through rates (CTRs) for positions one and two were largely flat, while the CTR for three and four increased by a huge 10% and 13%, respectively.</p> <p>While the removal of the right-hand ad has prompted a noticeable shift in the way consumers interact with adverts, especially those with a strong product-market fit, the shift in the colour of ad text from yellow to a more muted green slipped under most people’s radar.</p> <p>At the time, Google said the change of colour did not alter CTRs, however an experiment over the summer by Mark Irvine, a senior data scientist at WordStream, proved that ads with the new green text were experiencing a much better click through rate.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2020/green_urls-blog-flyer.jpg" alt="" width="470" height="117"></p> <p>The green ads are more subtle; part of Google’s on-going efforts to make the search-to-click journey as smooth as possible. Probably its most successful attempt at this in 2016 has been <a href="https://econsultancy.com/blog/68490-google-s-accelerated-mobile-pages-12-pros-and-cons/">Accelerated Mobile Pages</a>.</p> <p>There are now 600m AMP on 700,000 domains and a whole roster of media publications and retailers – from the Washington Post to eBay - have seen an increase in the number of people visiting their sites via mobile devices.</p> <p>Just two weeks after AMP's anniversary, Google has announced its plans to go further and actually start to index search results for mobile separately from desktop, making the mobile experience super fast for users.</p> <p>It makes absolute sense to show mobile users tailored results and if it speeds load time up again as well then all the better for brands; recent research reveals 53% of consumers will choose to never visit an ecommerce page again if the page loads slowly the first time on their mobile device.</p> <p><img src="https://assets.econsultancy.com/images/resized/0008/2021/acp-blog-flyer.jpg" alt="" width="470" height="235"> </p> <p>And the future is mobile-first too. Google plans to soon introduce an extension which will allow consumers to text brands through ads in search results pages. This could be a real win-win for both consumers and brands.</p> <p>The option to text is bound to be popular with people who increasingly prefer to auto-communicate with companies to book hotel rooms, dentist appointments and even flights.</p> <p>While it does open up another channel through which brands will need to manage communication, it also means more consumers are likely to notice and click on the ads the function is attached to. Apparently Auto General has already been trialling the function and seen a huge 80% increase in conversions.</p> <p>Finally, 2016 was the first year we saw ad spend on mobile outstrip that on desktop. It was a great moment because it demonstrated that brands were starting to mirror their spend to how consumer’s are actually behaving.</p> <p>Couple this shift in priority with the innovations in the mobile space by Google and the rocky terrain of the customer journey starts to look a bit more traversable. </p> <p><em>For more on this topic, check out these posts:</em></p> <ul> <li><a href="https://econsultancy.com/blog/68592-what-were-the-biggest-seo-trends-of-2016/"><em>What were the biggest SEO trends of 2016?</em></a></li> <li><a href="https://econsultancy.com/blog/68594-seo-trends-in-2017-what-do-the-experts-predict/"><em>SEO trends in 2017: What do the experts predict?</em></a></li> </ul> tag:econsultancy.com,2008:Report/3008 2016-11-23T09:45:00+00:00 2016-11-23T09:45:00+00:00 Internet Statistics Compendium Econsultancy <p>Econsultancy’s <strong>Internet Statistics Compendium</strong> is a collection of the most recent statistics and market data publicly available on online marketing, ecommerce, the internet and related digital media. </p> <p><strong>The compendium is available as 11 main reports (in addition to a B2B report) across the following topics:</strong></p> <ul> <li><strong><a href="http://econsultancy.com/reports/advertising-media-statistics">Advertising</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/content-statistics">Content</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/customer-experience-statistics">Customer Experience</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/web-analytics-statistics">Data and Analytics</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/demographics-technology-adoption">Demographics and Technology Adoption</a></strong></li> <li><strong><a href="http://econsultancy.com/uk/reports/ecommerce-statistics">Ecommerce</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/email-ecrm-statistics">Email and eCRM</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/mobile-statistics">Mobile</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/search-marketing-statistics">Search</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/social-media-statistics">Social</a></strong></li> <li><strong><a href="http://econsultancy.com/reports/strategy-and-operations-statistics">Strategy and Operations</a></strong></li> <li><strong><a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B</a></strong></li> </ul> <p>Updated monthly, each document is a comprehensive compilation of internet, statistics and online market research with data, facts, charts and figures.The reports have been collated from information available to the public, which we have aggregated together in one place to help you quickly find the internet statistics you need, to help make your pitch or internal report up to date.</p> <p>There are all sorts of internet statistics which you can slot into your next presentation, report or client pitch.</p> <p><strong>Those looking for B2B-specific data should consult our <a title="B2B Internet Statistics Compendium" href="http://econsultancy.com/reports/b2b-internet-statistics-compendium">B2B Internet Statistics Compendium</a>.</strong></p> <p> <strong>Regions covered in each document (where available) are:</strong></p> <ul> <li><strong>Global</strong></li> <li><strong>UK</strong></li> <li><strong>North America</strong></li> <li><strong>Asia</strong></li> <li><strong>Australia and New Zealand</strong></li> <li><strong>Europe</strong></li> <li><strong>Latin America</strong></li> <li><strong>MENA</strong></li> </ul> <p>A sample of the Internet Statistics Compendium is available for free, with various statistics included and a full table of contents, to show you what you're missing.</p> tag:econsultancy.com,2008:Report/934 2016-10-27T10:15:00+01:00 2016-10-27T10:15:00+01:00 Digital Marketing Template Files Econsultancy <h3>Overview</h3> <p><strong>Digital Marketing Template Files</strong></p> <p><strong>Authors:</strong></p> <ul> <li>James Gurd, Owner and Lead Consultant, <a title="Digital Juggler" href="http://digitaljuggler.com/">Digital Juggler</a> </li> <li>Ben Matthews, Director, <a title="Montfort" href="http://montfort.io/">Montfort</a> </li> <li>Ger Ashby, Head of Creative Services, <a title="Dotmailer" href="https://www.dotmailer.com/">Dotmailer</a> </li> <li><a title="Starcom Mediavest Group" href="http://smvgroup.com/">Starcom Mediavest Group</a></li> <li><a href="https://www.searchlaboratory.com/">Search Laboratory</a></li> </ul> <p><strong>Files available:</strong> 10 file bundles, 50+ individual template files<br></p> <p><strong>File titles:</strong> See sample document for full breakdown of section and file information.</p> <h3>About these files</h3> <p>Need help with an area of digital marketing and don't know where to start? This pack of downloadable files contains best practice templates that you can use in your digital marketing activities. Feel free to adapt them to suit your needs.</p> <p><iframe src="https://www.youtube.com/embed/jxKmQGxspc8?wmode=transparent" width="560" height="315"></iframe></p> <h3>Contents</h3> <p>In this release we have 10 template bundles containing over 50 individual template files for digital marketing projects.</p> <p><strong>Download separate file bundles below:</strong></p> <ul> <li>Affiliate Marketing</li> <li>Content Marketing</li> <li>Display Advertising </li> <li>Ecommerce Projects</li> <li>Email Marketing</li> <li>Search Engine Marketing: PPC</li> <li>Search Engine Marketing: SEO</li> <li>Social Media and Online PR</li> <li>Usability and User Experience</li> <li>Web Analytics</li> </ul> <p><strong>The template files bundle also includes a <a href="https://econsultancy.com/reports/small-business-online-resource-manager/">Small Business Online Resource Manager</a> that </strong><strong>can help you effectively manage and own your online assets.</strong></p> <p><strong>There's a free guide which you can download to find out more about exactly what is included.</strong></p> tag:econsultancy.com,2008:BlogPost/68438 2016-10-21T14:44:04+01:00 2016-10-21T14:44:04+01:00 All the digital news stories you missed this week David Moth <p>First up…</p> <h3>Facebook’s news algorithm still has bugs</h3> <p>An investigation <a href="https://www.washingtonpost.com/news/the-intersect/wp/2016/10/12/facebook-has-repeatedly-trended-fake-news-since-firing-its-human-editors/?tid=sm_fb">by the Washington Post</a> has found that Facebook’s Trending topics algorithm is still being duped by fake news stories.</p> <p>A few months ago Facebook got rid of its editorial team and put its Trending topics in the hands of an algorithm, which subsequently promoted a fake story about news reporter Megyn Kelly.</p> <p>Between August 31 and September 22 the Post monitored all of Facebook’s Trending topics to see whether the error occurred again.</p> <p>During that time it noted five trending articles that were definitely fake and three that were ‘profoundly innaccurate’.</p> <h3>China now top market for the App Store</h3> <p>According to <a href="https://www.appannie.com/insights/market-data/q3-2016-index-china-hits-ios-app-store-milestone/">App Annie</a>, China has overtaken the US to become the most lucrative market for App Store revenue.</p> <p>In Q3 the Chinese spent a record $1.7bn in the App Store, 15%+ more than the US.</p> <p>While revenue from games accounts for the majority of revenue generated in China, other categories like entertainment and social networking are also growing and have more than tripled in the past year.</p> <p><img src="https://assets.econsultancy.com/images/0008/0594/app_annie.png" alt="" width="593" height="413"></p> <h3>ASOS loves Snapchat</h3> <p>During its half-year earnings call this week ASOS revealed that 'Snapchat is an increasingly important channel for our customers.'</p> <p>During Fashion Week the brand's content was viewed more than 20m times as part of the 'Fashion Week Stories' series.</p> <p>The earnings call covered half-year results up to 29 February 2016. Other key numbers include:</p> <ul> <li>60% of traffic and 50% of purchases came from mobile in February.</li> <li>Group revenue is up 21% to £667.3m.</li> <li>17% growth in active customers to 10.9m.</li> <li>Pre-tax profits increased 18% to £21.2m.</li> </ul> <p><a href="http://uk.businessinsider.com/asos-interim-results-snapchat-increasingly-important-2016-4">Business Insider has more</a>.</p> <h3>Uber's 40m MAUs</h3> <p>Uber founder Travis Kalanick revealed this week that the app has 40m monthly active users.</p> <p>Each of these active users spends around $50 per month.</p> <p>Read more over on <a href="https://techcrunch.com/2016/10/19/travis-kalanick-says-uber-has-40-million-monthly-active-riders/">TechCrunch</a>.</p> <h3>Google to roll out click-to-message ads</h3> <p>Google confirmed this week that it will soon be rolling out a 'click-to-message' button on mobile search ads.</p> <p>The ad extension will initially enable users to send SMS messages to advertisers, but it's not difficult to see it being rolled out to apps like WhatsApp in future.</p> <p><img src="https://assets.econsultancy.com/images/0008/0596/click_to_message.jpg" alt="" width="579" height="384"></p> <p>Head over to <a href="http://venturebeat.com/2016/10/18/google-click-to-message-ads/">VentureBeat for more</a>.</p> <h3>Netflix beats predictions</h3> <p><a href="http://www.bbc.co.uk/news/business-37685842">Netflix added 3.2m international customers in Q3</a>, far more than the 2m being predicted by analysts.</p> <p>Quarterly revenues increased by 31% to $2.29bn, leading to a 20% jump in its share price to around $119.</p> <p>In total Netflix now has just over 83m subscribers.</p> <p>The company also said that it plans to licence its content to existing streaming services in China, rather than operating its own service.</p> <h3>LinkedIn tweaks its Endorsements </h3> <p>I don't know about you, but my favourite thing about LinkedIn is the ability to spam my friends with pointless endorsements.</p> <p>But after recognising that perhaps its endorsements aren't all that meaningful, <a href="https://techcrunch.com/2016/10/19/linkedin-re-endorses-endorsements-with-relevance-and-targeting-features/">LinkedIn has decided to alter the way they work</a>.</p> <p>LinkedIn will now implement machine learning algorithms to surface endorsements that are relevant to the person viewing your profile.</p> <p>Endorsements will also feature targeting, so when you want someone to verify a particular skill, LinkedIn will send the request to a person that is most likely to fulfil it. </p> tag:econsultancy.com,2008:BlogPost/68349 2016-09-29T09:54:58+01:00 2016-09-29T09:54:58+01:00 Google's new expanded PPC text ads: The impact on advertisers Wesley Parker <p><img src="https://assets.econsultancy.com/images/0007/9653/google_ppc.png" alt="" width="655" height="327"></p> <p>But what does all of this mean for advertisers?</p> <h3>1. An increase in clickthrough rate</h3> <p>From <a href="http://www.wordstream.com/blog/ws/2016/05/25/google-expanded-text-ads">early tests WordStream has noticed</a> that the clickthrough rate (CTR) has increase by around 20%.</p> <p>This is something that we have also noticed within our own split tests at Clicteq.</p> <p>Here is the side-by-side comparison of performance of the old format text ads vs. the new expanded advert format.</p> <p><a href="https://assets.econsultancy.com/images/0007/9654/google_ppc_chart.png"><img src="https://assets.econsultancy.com/images/0007/9654/google_ppc_chart.png" alt="" width="865" height="61"></a></p> <p>Here is the analysis of our data for one account, looking at around £50,000 in advertising spend and 443,000 impressions across several thousand keywords.</p> <p>From the table above you will be able to see that the old advert format had a CTR of 3.23% compared to the new expanded text ad format that had a CTR of 4.09%.</p> <p><a href="https://assets.econsultancy.com/images/0007/9655/google_ppc_chart_2.png"><img src="https://assets.econsultancy.com/images/0007/9655/google_ppc_chart_2.png" alt="" width="865" height="451"></a></p> <p>This equates to an increase in CTR of 21.02% on the new expanded text ads, although it is difficult to do a direct side-by-side comparison as we have to change the ad copy to fill out the extra space in the new ads. </p> <p>We think the main reason for the increase in CTR is due to the fact that ads are now occupying more real estate on the first page of Google.</p> <p>Though we believe that this increase in CTR may be short-lived as a large number of advertisers that were competing with this advert were using the old standard text ads. </p> <p>This gave us a significant advantage and we think that as all advertisers transition towards this new ad format that there will still be some increase in CTR but it will not be as drastic as it was when the new format was launched.</p> <h3>2. An increase in conversion rate</h3> <p>Surprisingly we have also seen an increase in conversion rate when we implemented the expanded text ads.</p> <p>We saw the conversion rate was 11.19% on the new expanded format compare to just 8.73% on the old standard ad format, which equated to an increase of 21.9%.</p> <p><a href="https://assets.econsultancy.com/images/0007/9656/google_ppc_chart_3.png"><img src="https://assets.econsultancy.com/images/0007/9656/google_ppc_chart_3.png" alt="" width="865" height="453"></a></p> <p>We believe that there could be two possible reasons for the unexpected increase in conversion rate.</p> <p>This may be due to the fact that we are able to be more descriptive of the offer within the ad and therefore people are better prepared for what they see on the landing page and therefore convert better.</p> <p>Or it may be because we are able to add more features and benefits to the advert, which may make it more enticing and increase the number of people that convert.</p> <h3>3. A lot of work to transition to the new format</h3> <p>One of the downsides of Google bringing out the new expanded ad format is that PPC account managers must migrate all of their old text adverts to the new expanded ad format.</p> <p>This is not to big a problem when you are working with smaller accounts, however when you are working with accounts with 10K-100K+ adverts this can become a seriously big task that needs to be completed before Google’s deadline.</p> <p>A simple way that you can make this task slightly less painful is by using an Adwords script to do some of the repetitive work for you. </p> <p>One of the best scripts that I’ve come across for this is written by Frederick Vallaeys, called simply “<a href="http://www.optmyzr.com/blog/free-script-for-expanded-text-ads/">A free script for Expanded text ads</a>”. </p> <p>This free tool allows you to scrape your organic listings and use some of this information to build your next expanded text ads if you are struggling to get them all switched over in time. </p> <p>The meta title gets split into two and then becomes the headline one and headline two of the advert, and the first 80 characters of the meta description then become the advert description.</p> <h3>In conclusion...</h3> <p>In all it is clear that from upgrading your standard AdWords text ads to the next expanded ad format there are strong CTR and conversion rate benefits to be had.</p> <p>The studies by ourselves and WordStream both showed a healthy 20%+ increase in CTR.</p> <p>However with any upgrade to AdWords there is always going to be a significant amount of work involved, especially considering that this is probably Google’s biggest ever single update.</p> <p>So make use of tools such as AdWords editor, Excel and AdWords scripts to make your life easier and automate tasks wherever possible.</p> <p><em>For more on this topic, check out these resources:</em></p> <ul> <li><a href="https://econsultancy.com/training/courses/topics/search-marketing/"><em>Search Marketing Training Courses</em></a></li> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68264 2016-09-12T16:51:01+01:00 2016-09-12T16:51:01+01:00 Six clever ways to optimise Google Shopping campaigns Ben Davis <p>So, here are six ways to improve your Shopping campaigns, by tinkering with your data feed and conducting a few tests.</p> <h3>1. 150 character product titles</h3> <p>Is it enough to simply carry across product titles from your website to Google Shopping?</p> <p>Most ecommerce product titles are only 40 characters - could retailers be making more use of the 150-character product titles allowed within Google Shopping?</p> <p>Well, yes, more information and more keywords may help conversion and impressions.</p> <p>Rob gave an example. An original product title on a flooring client's website was ‘Mega Deal 6mm Laminate Flooring Oak Grey’.</p> <p>In order to optimise this for Google Shopping, the phrase 'mega deal' was dropped, as this is only relevant in the context of the website (not within Google Shopping), and more info was added.</p> <p>The improved title look more like this: 'Laminate Flooring - Grey Oak 6mm Laminated Wood Floor Boards, Light Wide Wooden Mid-Length Plank, Click Installation, Textured Surface, Square Edge'.</p> <p>These expanded titles are shown in full when you hover in the Shopping thumbnails hosted within the SERPs, see below for an example.</p> <p><img src="https://assets.econsultancy.com/images/0007/8807/Screen_Shot_2016-09-06_at_09.29.22.png" alt="google shopping" width="615" height="506"></p> <p>In Rob's tests with these expanded product titles within a bestsellers ad group, it achieved 25% growth in impressions, with a 7% increase in clickthrough rate (CTR).</p> <p>Rob's regular shopping ad group saw only a 2% increase in impressions, but still a 6% increase in CTR.</p> <h3>2. Alternative landing pages</h3> <p>When shoppers click through a Google Shopping ad, they usually hit the corresponding product page URL on the retailer website.</p> <p>But Rob wanted to test pushing shoppers to category pages.</p> <p>The <a href="https://support.google.com/merchants/answer/188494#adwords_redirect">AdWords redirect attribute</a>, according to Google, 'allows advertisers to specify a separate URL that can be used to track traffic coming from Google Shopping'.</p> <p>Putting tracking aside, can this redirect attribute be used to serve a more effective page than a product page? </p> <p>eBay uses this attribute, as Rob showed, in order to show a duplicate product page, one that is more streamlined, and features more prominent <a href="https://econsultancy.com/blog/65866-how-do-product-recommendations-influence-buyer-behavior/">recommendations</a>.</p> <p>The idea is that this cross-sell will decrease bounce rate and ensure the customer finds something they want.</p> <p><em>eBay 'normal' product page</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8809/Screen_Shot_2016-09-06_at_10.17.12.png" alt="ebay page" width="615" height="407"></p> <p><em>eBay product page used from Google Shopping with the redirect attribute</em></p> <p><img src="https://assets.econsultancy.com/images/0007/8810/Screen_Shot_2016-09-06_at_10.17.26.png" alt="ebay page" width="615" height="448"></p> <p>Rob's own work with this redirect attribute sent Google Shopping customers to a filtered category page.</p> <p>This tactic reduced bounce rate significantly, <strong>from 75% to 40%</strong>. </p> <h3>3. Promoting bestsellers at scale</h3> <p>For a big clothing retailer with 177,000 SKUs, Rob used the <a href="https://support.google.com/adwords/answer/6275295?hl=en-GB">custom label function</a> in the Shopping feed to label best-sellers based on 30 days of sales performance data.</p> <p>The top 15 products were labelled and updated every week. These 15 products were grouped together and ran as a Shopping campaign separate from the other SKUs.</p> <p>This was then done with the next best 15 SKUs, too.</p> <p>Clickthrough rate and click conversion rate were unsurprisingly higher for the top 15 best sellers than the second best sellers group, which in turn performed better than the rest of the SKUs.</p> <p>The rationale here is simple - back your best sellers.</p> <h3>4. Converting upper funnel keywords</h3> <p>Rob had noticed that the keyphrase ‘living room ideas’ was delivering traffic to one of his relevant retail clients.</p> <p>This is a content based keyword (not product based), delivering seasonal traffic (there was a spike in spring) but not delivering conversions.</p> <p>The received wisdom here would be to add the phrase as a negative keyword because it is essentially wasting ad budget, because people who search for this term are not buying.</p> <p>However, using some of the tactics discussed above, Rob decided to target this traffic.</p> <p>A best selling product was identified, the product was duplicated and a 150-character title was written that specifically mentioned ideas (living room, bathroom etc.).</p> <p>Then, the redirect attribute was used to send Google Shopping traffic from this ad to a regular category page on site, where customers could browse a variety of products.</p> <p>The result was only 126 sessions, but they had a £27 cost per goal and 45% bounce, compared to the average of 72% bounce and £58 cost per goal overall. Impressive stuff.</p> <p>A few weeks after this test, in July 2016, Google rolled out changes to Product Listing Ads (PLAs) for broad product queries (which apparently account for 40% of searches).</p> <p>Now, instead of showing product ads for broad queries, Google shows Showcase Shopping Ads, as demonstrated below, which link through to category style pages.</p> <p>However, this change doesn't negate all of Rob's suggestions - knowing what terms people are searching for and picking titles and best seller groups accordingly is important.</p> <p><img src="https://3.bp.blogspot.com/-Y5s0ibGICsk/V4QWJgihKAI/AAAAAAAACc0/EtgETDKl6WoD54qcCpaeykW6BBY0UaJ5ACKgB/s400/premium%2B%25281%2529.gif" alt="showcase shopping ads" width="199" height="400"> </p> <h3>5. Structure simulations</h3> <p>Using the AdWords <a href="https://support.google.com/adwords/answer/3455573?hl=en-GB">dimensions report</a> (which allows customised reporting at any level of granularity), Rob runs simulations to determine the right structure for campaigns.</p> <p>Where conversion value / cost was particularly low for a brand product type (lots of clicks with few conversions), this campaign was split out to look at the performance of different price brackets with this product type.</p> <p>What this experiment showed is that some price brackets perform better (in Rob's instance, a £150-£200 bracket converted better than a £50-£100 bracket).</p> <p>This insight can be fed back into the broader campaign.</p> <p>The take-home message is to drill down into product groupings to see which attributes are indicative of success for a particular product type.</p> <h3>6. Breaking through</h3> <p>A heartening message to end on - it can take time to break through, before you can bring your bids down.</p> <p>Rob told of how one of his campaigns delivered little success at a high bid level, until plenty of optimisation work had been done.</p> <p>This work meant the campaign eventually picked up, with impressions increasing and cost per click (CPC) decreasing.</p> <p>After a while, perhaps partly due to a history of spend, Rob was able to reduce the bid level and maintain a low CPC.</p> <p>Bidding aggressively in the short term is often the best approach, with optimisations over time enabling retailers to dial down the bids slightly.</p> <p><em>Thanks again to Rob Watson of Supplyant and BrightonSEO for a great event.</em></p> <p><em>For more on Paid Search, subscribers can download the <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">Econsultancy Paid Search Best Practice Guide</a>.</em></p> tag:econsultancy.com,2008:BlogPost/68200 2016-08-25T14:06:46+01:00 2016-08-25T14:06:46+01:00 Four ways PPC has evolved beyond simply targeting keywords on desktop searches Lauren Evans <p>The latest <a href="http://www.kenshoo.co.uk/digital-marketing-snapshot/">quarterly data</a> from Kenshoo indicates that 62% of clicks and 60% of impressions from search ads now come from ad types other those that involve bidding on keywords entered into desktop searches. </p> <p>So what makes up these other clicks and impressions and why? </p> <h3>1. Phone and tablet ads</h3> <p>No prizes for guessing that mobile ads are now one of the biggest areas of search advertising, and smartphones lead the way.</p> <p>In fact, in the second quarter of this year, spend directed at search ads on smartphones grew 63% year-on-year, and made up 41% of clicks and 30% of spend in the quarter.</p> <p>If tablets are added to the mix, those percentages jump to 54% and 44%, respectively.</p> <p>The influence of mobile is likely to grow and Google is introducing changes to support it, such as the <a href="https://adwords.googleblog.com/2016/07/three-ad-innovations-for-mobile-first-world.html">announcement</a> of a new expanded format for text ads.</p> <p>The new format is optimised for mobile, being visually larger (taking up two lines for the heading). </p> <p>It also allows an extra 35 characters of text in the ad copy which lets advertisers provide more detailed information.</p> <p>At the same time, Google has announced support for <a href="https://support.google.com/adwords/answer/2732132?hl=en-GB">bid modifiers</a> for a wider range of device categories. </p> <p>This provides greater control and flexibility for advertisers, allowing them to more precisely control bids on ads shown on smartphone and tablet devices.</p> <p>Bids on one device can then be adjusted by +/- 900% for the other two, so a mobile bid can be modified for desktop and tablet, for example.</p> <p>Previously, this was +/-300% and was always in reference to the desktop bid. More importantly, this change empowers advertisers to plan for mobile first, and not just as an alteration of desktop strategy.</p> <p> <img src="http://kenshoo.com/digitalmarketingtechnology/wp-content/uploads/2016/08/CHART-for-econsultancy.png" alt="" width="645" height="630"></p> <h3>2. Product Listing Ads</h3> <p>Budgets directed to <a href="https://support.google.com/adwords/answer/2454022?hl=en-GB">Product Listing Ads</a> (PLAs) climbed 71% in Q2 this year, with total clicks on PLAs more than doubling (going up 2.21x) since the same quarter last year.</p> <p>PLAs are not linked to an advertiser’s keyword bids.</p> <p>To appear in PLAs, online retailers need to upload their product information, including images and prices (and details of any special promotions) directly into their merchant accounts and Google uses this to generate PLAs. </p> <p>It decides when to display these ads based on the product or product category and the cost per click bid.</p> <p>If you are an online retailer, PLAs are an attractive option because the ad images stand out on the search results page and attract more clicks.</p> <p>Also because they do not involve keyword bids, they are relatively easy to manage.</p> <h3>3. Mobile App Install Ads</h3> <p>As the name suggests, Google’s <a href="https://support.google.com/adwords/answer/6309936?hl=en-GB">mobile app install ads</a> are used by app owners to promote their mobile apps and drive app installs via search results.</p> <p>If you are an app owner, Google will automatically generate ads for you based on the app icon and reviews of the app in the Google Play or Apple App store, allowing you to set the keywords and budget.</p> <p>For Android apps in Google Play, Google automatically tracks installs as conversions, so the default bid strategy is cost-per-action (CPA).</p> <p>As well as search, Google allows app owners to run mobile app install ads on the Google Play Store, YouTube, and its Display Network (a collection of websites, apps, videos and blogs where you can place AdWords ads).</p> <h3>4. Dynamic Search Ads</h3> <p><a href="https://www.thinkwithgoogle.com/products/dynamic-search-ads.html">Dynamic Search Ads</a> are search ads that Google generates automatically, based on the content of your website, selecting the keyword searches against which your ads will be displayed. </p> <p>For example if you are a retailer, Google will keep an up-to-date index of the product content appearing on your pages using its organic web crawling technology.</p> <p>When a relevant search occurs, it generates an ad with a headline based on the query, and the text generated from the most relevant product or landing page.</p> <p>It has been suggested that around “16% of the searches that occur are ones that Google has never seen before”.</p> <p>Dynamic Search Ads allow you to target these new searches, which might uncover demand for your offerings that you are not aware of.</p> <p>So there you have it. Search advertising is constantly evolving, across devices and functionality, leading to a growing number of options for advertisers.</p> <p><em>To learn more about PPC, check out Econsultancy’s reports and training courses:</em></p> <ul> <li><a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/"><em>Paid Search Marketing (PPC) Best Practice Guide</em></a></li> <li><a href="https://econsultancy.com/training/courses/ppc-training/"><em>PPC Training</em></a></li> </ul> tag:econsultancy.com,2008:BlogPost/68180 2016-08-17T15:24:00+01:00 2016-08-17T15:24:00+01:00 Are payday lenders prepared for Google’s paid search ban? James Perrott <p>Further to this, Google is also banning ads for loans with an APR of 36% or higher in the US only. Ads sending you through to products where repayment is due within 60 days of the date of issue are also banned. </p> <p><em>(UPDATE: As of the beginning of August 2016, the payday loan ban has still not been implemented by Google. There has been no official word as to why.)</em></p> <p>This ban was introduced as research showed to Google that these loans can result in ‘unaffordable payment and high default rates’, which results in users entering a dangerous spiral of unrepayable debt. </p> <p>So, what does this mean for websites and brands that are relying solely on paid ads to acquire business in this space?</p> <p>This niche has been one of the most fiercely fought SERPs in recent years, historically dominated by black hat SEOs.</p> <p>Because of this and the ‘spammy nature’ of queries, payday loans also saw the introduction of its own algorithm in 2013 to help improve the results provided by Google.</p> <p>To analyse the paid space, we have a proprietary tool called Market Defender which assesses current bidding strategy based on positions/impression share and outputs your ‘digital market share’ based on total volume of available impressions from the keyword/s positions.</p> <p>Below shows the share of voice within the paid payday loan space:</p> <p><img src="https://assets.econsultancy.com/images/0007/8802/lenders.jpeg" alt="" width="700" height="492"></p> <p>By directly comparing this against the best-performing websites in the payday loan organic search niche, we’re able to then begin our analysis.</p> <p>To do this analysis, we’ve compiled 508 of the most competitive keywords within the space that has an estimated return of 403,857 visits if you were to rank first for each individual term.</p> <p>We have removed all aggregator websites such as uSwitch to focus purely on the lenders themselves.</p> <p>The chart below shows who these websites are:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img2.png" alt="competitive landscape" width="997" height="351"></p> <p>Broken down, we can see how each of the top performing websites in organic search is doing:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img3.png" alt="organic search ranking table" width="940" height="382"> </p> <p>Now by overlaying the top performing websites in paid with organic, we’re able to identify how the best performing paid websites do in both channels:</p> <p><img src="https://assets.econsultancy.com/images/0007/8138/Screen_Shot_2016-08-17_at_11.27.28.png" alt="" width="469" height="371"></p> <p>You can quickly identify that 11 of the 20 websites do not have over 100 visibility in organic search.</p> <p>This has to be a huge concern for these websites once Google's new policy eventually comes into place.  </p> <p>Looking at two important organic metrics - domain authority and number of referring domains - we can dive a little deeper into how these websites stand up to one another.</p> <p>The top 10 paid websites’ authority and number of referring domains can be seen below:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img4.png" alt="da and linking domains" width="1060" height="191"></p> <p>From this research it’s clear that quickquid.co.uk has had both paid and organic sewn up.</p> <p>In organic, the site doesn't have the highest authority, but does have the highest number of referring domains.</p> <p>QuickQuid is close to being the market leader in paid and is the clear market leader in organic search, so let’s look at which bits it's doing well.</p> <h3>Analysis of QuickQuid's performance</h3> <p>QuickQuid's link acquisition strategy is working well with links from websites such as inhabitant.com, lifehacker.com, lifehack.org, buzzfeed.com etc.</p> <p>It's generally assumed that distributing content about payday loans is difficult, but with the right strategy it can be simple.</p> <p>QuickQuid isn't limiting itself to payday lending, but day-to-day facts people are interested in, which is shareable and, most importantly, linkable!</p> <p>The method QuickQuid has most often utilised is infographic creation on topics that have huge human interest; lifestyle and the environment.</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img5.png" alt="top referring content" width="940" height="476"></p> <p>An infographic on ‘Could the entire world really run on solar power’ appears to have done very well – its placement on inhabitant.com acquired 9,900 Likes alone on Facebook, as well as 31 referring domains into the placement, which in turn links through to QuickQuid. </p> <p>Another infographic on ‘How to create a spa day at home’ was included in a Buzzfeed article on making yourself a happier person.</p> <p>Lastly, there’s an infographic on ‘How many calories can you burn in 10 minutes’, which has been placed on lifehack.org and attracted 273 shares.</p> <p>Looking through the ‘<a href="https://www.quickquid.co.uk/quid-corner/">Quid Corner</a>’ blog, you’re able to quickly see that this is the company's main method of content creation and <a href="https://econsultancy.com/blog/67491-how-to-do-successful-link-building-on-a-startup-budget/">link acquisition</a>. </p> <p>This method is working in an impressive manner and is helping lift QuickQuid's website in a difficult niche. </p> <p>Following on from what is clearly working for QuickQuid, I ran a mini ideation session to better understand how the <a href="https://econsultancy.com/training/courses/digital-content-strategy/">content strategy</a> might work for QuickQuid. </p> <p>This is a rundown of our ideation:</p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img6.png" alt="our ideation process" width="621" height="369"></p> <h3><strong>Content ideas</strong></h3> <p>Instead of veering too left field, we’ve tried keeping our ideas related to finance in some capacity.</p> <p>Below are the ideas, as well as content types we created.</p> <p><img src="https://assets.econsultancy.com/images/0007/8168/ideation.png" alt="" width="635" height="643"></p> <h3><strong>Content campaign plan</strong></h3> <p>Below shows a potential content distribution plan that would take place over three months. It shows the different teams required to make it happen, as well as ensuring good content flow is achieved. </p> <p>Constantly posting infographics may become tiring for your audience, so it's important to mix up the content formats. This varies from short form blogs to quizzes. </p> <p><img style="vertical-align: middle;" src="https://www.zazzlemedia.co.uk/wp-content/uploads/2016/08/img7.png" alt="campaign timeline" width="1028" height="566"></p> <h3>In summary...</h3> <p>The analysis shows that 12 of the 20 websites are going to massively struggle once the ban is in place due to having next to zero visibility in organic search.</p> <p>If it was a quick method of making money via paid acquisition, that’s fine, but if these websites want longevity, they’re going to have to begin looking at an organic strategy, and <em>fast</em>.</p> tag:econsultancy.com,2008:BlogPost/68190 2016-08-16T15:10:27+01:00 2016-08-16T15:10:27+01:00 Apple to launch iOS App Store Ads: An interview with Doubledown's Brett Patterson Evan Dunn <h3 dir="ltr">How will Apple’s iOS App Store Ads work? How will they fit into the bigger picture of app marketing?</h3> <p dir="ltr">These will function much like Google’s promotional ads in Google Play: advertisers can pay for their apps to rank at the top of search results.</p> <p dir="ltr">Users search for ads, and advertisers pay to show up at the top of specific keyword searches.</p> <p dir="ltr"><em>Google Play search ad</em></p> <p dir="ltr"><img src="https://assets.econsultancy.com/images/0007/8075/Goole_Play_search_ad.png" alt="" width="448" height="459"></p> <p dir="ltr">This is going to be a game-changer for apps that bring in revenue with iOS devices. This new inventory of ads will be extremely low funnel for advertisers and highly relevant to consumers.</p> <h3 dir="ltr">How will Apple’s platform differ from advertising in Google Play?</h3> <p dir="ltr">I imagine the look and feel of iOS App Store Ads will be similar to Google Play, but the big advantage for advertisers will be direct access to App Store inventory, no strings attached.</p> <p dir="ltr">With Google, advertisers must bid on Google Search inventory to be able to bid on Google Play inventory.</p> <p dir="ltr">Google does not provide a way to separate out inventory or provide analytics to show how much of your paid search traffic came from either source.</p> <p>The no-strings-attached nature of iOS App Store Ads gives advertisers new levels of freedom in their app promotion strategy.</p> <h3>This could mean big things for the startup world. Who do you see will benefit the most iOS App Store Ads?</h3> <p dir="ltr">Apps that seek new customers via iOS traffic will benefit most. Big brands - and brands with media budgets in general - will get the quick wins because they have the budget to cover more search keywords.</p> <p dir="ltr">Brands like these should be able to quickly figure out what keywords are going to bring returns, and then can push out smaller competition with market saturation.</p> <p dir="ltr">If you are a search marketer, the skills you’ve used in other <a href="https://econsultancy.com/reports/paid-search-marketing-ppc-best-practice-guide/">paid search</a> environments should translate well.</p> <p dir="ltr">Apple’s move into app store ads is representative of the growing number of search-based paid media marketplaces (like Pinterest Ads for example).</p> <p dir="ltr">Brands will look more to search marketing experts, as your bidding and keyword expertise is much more relevant than the skills of your display counterpart. </p> <h3 dir="ltr">But not everyone’s going to be happy, I imagine…</h3> <p dir="ltr">No, you’re right. All search vendors (Google, Bing and Yahoo) will feel the pinch as portions of budgets are redirected to the iOS App Store, which will be more direct-to-consumer.</p> <p dir="ltr">Bing and Yahoo risk losing traction more than others. They don’t have a direct source to an app marketplace, so they lack critical mobile acquisition features like “click-to-install”.</p> <p dir="ltr">Apple will probably take a significant share of app advertisers’ budgets from these two search engines.</p> <p dir="ltr">Incentivized Display Vendors - such as Tapjoy &amp; NativeX, for example - might feel a sting as well.</p> <p dir="ltr">IDVs used to drive iOS App Store rankings because advertisers will no longer feel pressure to send cheap traffic to their iOS store pages in order to game organic search rankings.</p> <p dir="ltr">Taking advantage of iOS App Store Ads will likely have the same effect, but with more measurement and opportunities for optimization. </p> <p dir="ltr">Advertisers with small budgets won’t be able to compete with the budgets of their larger competitors.</p> <p dir="ltr">If they don’t play the game early and with some clever keyword selection and bidding strategy, their apps will most likely get pushed farther and farther down the rankings.</p> <h3 dir="ltr">What response should app advertisers have towards these ads?</h3> <p dir="ltr">If you are a buyer, you should take advantage of Apple’s creation of a new source of premium inventory. You are going to love it.</p> <p dir="ltr">The introduction of the ads feature should lead to a wave of premium installs and conversions.</p> <p dir="ltr">You’ll be able to control this inventory with the same precision you get with Adwords, but the value for apps will be much higher than a typical Google search ad.</p> <p dir="ltr">This is going to be one of the best sources of iOS traffic (if not the best) out there and you need to assign the resources to pivot quickly once Apple launches the function.</p> <p dir="ltr">Apple has stated that this should be rolling out in Q3/Q4 with some sort of Beta. I imagine it will invite the folks with deeper pockets first, so small brands won’t even get a crack until early 2017.</p> <p dir="ltr">If you are not planning incorporate iOS App Store Ads into your media strategy, you should be.</p> tag:econsultancy.com,2008:TrainingDate/3062 2016-08-15T17:11:39+01:00 2016-08-15T17:11:39+01:00 SEO, PPC and Conversion: International Strategy <p>The opportunities to reach an international market through digital marketing and SEO have never been greater, but with it come the challenges around identifying, approaching and engaging across such diverse markets.</p> <p>Drive your online traffic and sales on a global level by learning how to identify opportunities and implement authentic multilingual and international SEO, PPC and social media campaigns</p>