As Google rolls out more mobile ad formats and targeting measures for marketers, the customers seeing the ads appear to be more readily engaging advertisements from their smartphones and tablets.
A new study from Marin Software shows that consumers are starting to use mobile ads to complete purchases, but desktop is still the dominant platform for conversions. Other interesting facts from Q3 of 2014 included in Marin’s report are:
Mobile devices comprised 31% of paid search impressions and 38% of search ad clicks on Google.
Mobile accounted for 30% of ad conversions with mobile conversions increasing 2.4% quarter-over-quarter and nearly 11% year-over-year.
Facebook:
1 out of every 3 ad conversions on Facebook took place on a mobile device with mobile ad conversions increasing 16% quarter-over-quarter.
Mobile ads on Facebook accounted for 52% of ad impressions and 63% of clicks.
The findings also make it clear that Search ads are performing miles better than Display or Social ads. More-so, while smartphones may not be the most prominent medium for conversions, they consistently gain the highest rate of clicks.
Marin says the large difference between Search CTE and Social or Display CTR can be attributed to intent. Searchers tend to be actively looking for something, meaning ads will be more tightly focused. On the other hand, those on social sites or Display ads which appear while users are already engaged with something else are less attention getting.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-10-17 12:15:442014-10-17 12:15:44More Ad Conversions are Happening on Mobile According to New Report
Close to a year after introducing ad extensions and formats to the AdWords Ad Rank formula, Google has announced they will be increasing their visibility as it becomes more and more clear that ad extensions improve ad performance almost universally.
Starting October 15, Google says ad extensions may start being displayed instead of the second line of ad text on ads for mobile platforms, and the second line of text may or may not be removed based on the expected response.
Google offered the example of an ad for a florist. Previously, the ad showed the business’ URL with two lines of general information and a link to place orders. After the update, users will see a Google Maps marker that offers to showthe location of the flower shop instead of the second line of copy.
“By eliminating the second line of ad text, we give businesses another point of engagement with customers in their ads — in this case, it’s the additional location extension,” writes Senthil Hariramasamy, product manager at AdWords, in a blog post. “With just a single click on their smartphones, consumers can now directly engage with Flowers Forever in three ways: they can visit the mobile website, place an order, or get directions to visit the store.”
Google predicts the format update will improve ad performance as it provides easier access to information about businesses in a more pronounced way.
Notably, AdWords will offer a means of opting out of this update via a form available on this Help Center article.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-09-11 13:19:282014-09-11 13:19:28Google Is Updating AdWords Formats To Highlight Ad Extensions
As online optimization and marketing become more and more essential to the success of smaller businesses, many small businesses are trying to manage as much online marketing on their own as they can manage with limited time and resources.
Most often, this results in the company taking on relatively small SEO responsibilities which can give a slight boost to their online visibility and performance while missing out on the larger benefits of hiring professionals. With limited resources, this may sometimes be the best option, although it doesn’t pack anywhere near the punch.
One of the biggest problems with trying to pickup SEO as a part-time strategy for your business is that SEO is only a part of the equation. These days online marketing is only truly effective when you use a holistic approach that combines social media marketing, SEO, paid search, and even traditional marketing.
Many smaller businesses employ someone savvy enough to even contribute to social media marketing efforts, but typically the do-it-yourself approach results in paid search getting neglected and you missing out on some of the most successful parts of a successful online marketing strategy.
You don’t have to leave all your pay per click (PPC) efforts to the professionals however. If you can’t afford to hire someone to take on your paid search marketing, you can still gain some humble improvements and increase your conversions with some beginner level SEO. Huffington Post shared a list of 8 things anyone can do to improve your PPC efforts, and you might be surprised at what you can accomplish by just sticking your toes into the pool.
If you are pleased with the results, it might even be the push you need to invest serious resources into a strong online presence in all areas.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-08-08 14:03:452020-08-08 22:18:488 Things Anyone Can Do To Improve Your Paid Search Marketing Efforts
Yesterday, Facebook announced an update to ad targeting options that will help refine your efforts to reach people on specific devices by letting you target users based on their device.
In order to get high quality installs or engagement within an app, it is very important to reach the right people with the most relevant message. As a result, we are enhancing our mobile targeting for developers.
The update should be rolling out over the next few days. Once it has become fully available, you will be able to deliver ads to people using a specific device and set minimum operating system version. Previously, you could target iOS or Android, minimum OS, and Wi-Fi only users.
With device specific targeting you will have access to App Insights, which you can use to identify which devices are working best for your app and target those devices. This means that if you see a large amount of mobile revenue is coming from the latest iPhone, you can set ads to target only those who have purchased that device. It will also allow you to eliminate users with incompatible devices easily.
With their announcement, Facebook also gave some tips for using mobile device targeting for mobile app ads:
Don’t go too narrow with your audience: Facebook recommends having an estimated audience size of at least 500,000 users for each ad.
Customize your ad to resonate with your audience: Facebook recommends using images of the device you’re targeting in your ad.
Optimize your bid for each campaign: Create different ads with optimized bids for each device or groups of devices as competition may vary by device.
Layer on complimentary targeting features: Use Custom Audiences and lookalikes to reach a large and relevant set of people.
My SEM writing tends to focus on optimization and organic outreach, but with organic reach shrinking across the web, paid search advertising is becoming an increasingly important part to growing your brand and attracting new customers. Paid search has changed just as much as SEO over the past few months of 2014, and Ginny Marvin from Search Engine Land recently compiled the 10 most important developments. Her list is a handy way to catch up on all the Bing Ads and Google AdWords advancements you need to know about.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-07-02 14:10:202014-07-02 14:10:202014’s Most Important Paid Search Changes You Should Know About
Google announced the results of an interesting study this week that proclaims “Search Ads Lift Brand Awareness“. By the title of the announcement alone, it sounds like a promising reason to invest more in AdWords campaigns for your business, too bad the information is slightly misleading.
Don’t get me wrong, pay-per-click search ads can be absolutely beneficial for a business. But, it is troubling when a group misrepresents their findings to a more positive spin when it clearly benefits their own business.
The Google meta-study reviewed several studies conducted by Google and Ipsos MediaCT across a set of verticles including CPG and automotive. A total of 800 consumers were asked to search for a category specific keyword. Across those searches, the results showed that the test brands saw increases in awareness across all verticles.
When respondents were asked what brand first came to mind when thinking about a specific category keyword, an average of 14.8% in the Test group named the test brand, while just 8.2% of the Control group named the same brand. That’s a 6.6 percentage point increase or an average 80% lift in top-of-mind awareness.
That is all well and good, but the problem is Google only tested the brand impact for brand’s appearing in the top spot. None of the other ad positions were evaluated at all.
The Test SERP featured the test brand in the top search ad position, with all other ads on the page moved down by one position. The Control did not feature an ad from the test brand at all. The organic results of the SERP were not manipulated in any way.
Marvin is much more precise with her deconstruction of the flaw in Google’s study, but simply put: all ad spots are not made equal. In fact, like ranking positions, ad spots are highly inequal. The ads in the second and third positions are likely to experience in awareness, but the nature of the study makes that impossible to verify. Almost certainly, any awareness lift they see is modest compared to that found in the first position.
In the end, Google’s recommendations based on their findings are probably still solid and no online marketer will argue about the value of branded paid advertising. Still, Google should be more careful with their words next time. Intentional or not, misrepresenting findings never looks good.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-06-18 13:35:512014-06-18 13:35:51Google’s Latest Study Says “Search Ads Lift Brand Awareness”, But Is The Study Honest?
With the constant stream of news coming out of the online marketing industry, it can be hard to keep up with all the latest updates without missing some important information. That’s why we compile all the news you may have missed this week all in one convenient place every Friday. Let’s get started:
Google Updates Guidelines Regarding Redirects
Google has had a policy against redirects intended to deceive or manipulate search engines or users, but this week they updated their Webmaster Guidelines to explicitly include mobile-specific redirects. They also include an example of a deceptive mobile redirect with a scenario where “desktop users might receive a normal page, while hackers might redirect all mobile users to a completely different spam domain.” Google details the revisions in an announcement on their Webmaster Central Blog.
Google Wants To Help You Remember Where You Parked
According to Android Authority, Google’s latest update to the Android version of the Google Search App includes a new feature which can help users remember where they parked their car and even give directions on how to get back to that spot. For users parking at large venues, malls, or in heavily-populated areas, this could potentially be a lifesaver. The parking reminder works by asking if you want to save a location as a Google Now card. Then when you are ready to get back to your car, you just tap on the card in the app and directions will appear.
Search Ads Get More Revenue per Conversion When Integrated With Social
Online marketing is quickly reaching the point where you can’t approach it in a vacuum and hope for success. The days of keeping SEO, PPC, and social media marketing apart are fading fast, if they aren’t completely gone already. A new study from Marin Software confirms this y showing that advertising performs vastly better when integrated with a social advertising strategy. Jessica Lee breaks down the details of the study at Search Engine Watch, but you can also get the full white paper here.
YouTube Now Lets Channel Owners Attach Short Intros To Their Videos
This week, YouTube announced that channel owners can now add a three-second intro to their videos, allowing them to build a stronger and more cohesive brand presence across the video platform. Channel owners must upload the intro as an unlisted video, then click “Add a channel branding intro” on the InVideo Programming page. At that point, channel owners can select which videos should include the intro. However, YouTube has said intros can not be used as ads, sponsorship, or product placements, and should not be used by channels whose videos act as advertisements.
Twitter Earns 14 Million Monthly Active Users in Q1 of 2014
Twitter’s earnings report for the first quarter of 2014 shows they continue to grow in just about every area, even outperforming Wall Street estimates in all but one area. The area in which they have continued to struggle is gaining monthly active users, but even there Twitter is showing very positive signs. While not beating Wall Street estimates, Twitter monthly users did grow by 14 million since Q4 2013, culminating in 255 million total users. This is substantially more growth than shown n Q4 2013.
Vine is Coming To Desktop With New Features
Up until now, Vine has been confined to smartphones, but this week the social video platform has made the leap to desktop with a well laid-out website and some new features. The new features include top navigation in the left which includes the home feed and popular now feed, and all feeds can now be linked together in TV mode. The biggest addition however is the new search bar that lets users search by tag, person, or location for the first time. You can get more details in the announcement on Vine’s blog, or you can see the new site for yourself here.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-05-02 12:21:372014-05-02 12:21:37Quick News of the Week – May 2, 2014
Last night, an anonymous person claiming to have worked for the Google AdSense department “for several years” posted a statement titled “Google AdSense Leak” on Pastebin which supposedly details a standardized practice of fraud within Google.
The full document is a bit all over the place and unclear in many parts, but the allegations can be broken down to a few key points. According to the anonymous accusations, Google experienced financial issues in 2009 and the AdSense team was told to “tighten the belts” as Google was having to pay too many publishers too much money. To curtail this, the department put a secret initiative into effect that would ban publishers making more than $5,000 per month from AdSense, beginning in March 2009.
The practice becomes especially shady as the supposed Google employee states “We were told to begin banning accounts that were close to their payout period… The purpose was to get that money owed to publishers back to Google AdSense while having already served up the ads to the public.”
The accuser also says they were told the reasons for these practices was that “it was need for the company, and most of these publishers were ripping Google off anyways, and their gravy train needed to end.” Employees who disagreed over the practices were supposedly reprimanded and ridiculed for not being team players, and a small number allegedly resigned right then.
From there, the statement claims that Google wanted to further automate the process, so it set up the “AdSense Quality Control Color Codes” system intended to identify lucrative publishers to ban, while protecting larger corporations or publishers who were likely to create bad press.
The claim says some publishers were even aware of the system and took advantage by “Click-Bombing” their competitors. “Click-Bombing” is supposedly a practice where publishers would repeatedly over-click their competitors’ ads to get them flagged and banned by Google’s fraud detection service.
If true, these accusations could do significant damage to Google and expose a company culture of corruption. However, numerous analysts have found red flags all throughout the text indicating it is a farce. TechCrunch has a pretty thorough take down of the claims. Most importantly, it doesn’t appear the creator of the document ever worked for Google, at least within the “AdSense division”. For one, there is no formal “Google AdSense division” and a Google employee would more likely refer to it by the official internal title “Online Sales and Operations”.
The writer also seems to be unaware of Google’s extensive company culture. He refers to “being a team player”, but several have noted that actual employees call that “being Googley”. There are countless other discrepancies throughout the document, mostly relating to using terms that those inside Google would not, but there are also issues with the writer’s understanding of AdSense policies and internal functionality.
The biggest problem is more than vocabulary inconsistencies and wrong information. As repeatedly pointed out by pretty much everyone who has read the article, the biggest issue is the flawed belief at the core of these supposed policies. While this strategy could potentially save Google significant money in the short term, it would absolutely destroy their long-term platform viability. Google works with more than 2 million publishers and paid out several billion dollars to publishers and advertisers last year. Why risk a lucrative advertising platform’s future for a short term (relatively small) savings?
Of course, Matt Cutts has also issued a statement via Twitter calling the claims B.S. and Google has issued formal statements indicating the claims are false.
@Urgo@kittiesmamayt if they were really an employee, it's not hard to give some proof. And the whole "AQ3C" thing? Complete BS.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-05-01 14:02:362014-05-01 14:02:36Are the Recent Claims of Fraud Within Google AdSense a Lie?
With the constant stream of news coming out of the online marketing industry, it can be hard to keep up with all the latest updates without missing some important information. Below, we will go through all of the news from the week that we missed at the time.
Bing Tries To Predict The Winners of Your Favorite Reality Shows
Bing is using search and social signals in their attempt to predict outcomes of public events, and they are showcasing the results of their test by estimating who will be moving onto further rounds in reality shows like The Voice, American Idol, and Dancing With the Stars. Bing isn’t using magic to see the future, but they are using measures of popularity to predict the results of some of the most popular shows in the country. While this could be a fun feature for fans of reality TV, there is also potential for Bing to expand their predictions to events and elections that have a more direct on the country in the future.
Google Lets You Subscribe to Trending Search Topics
Google Trends has been a useful tool for discovering what people are searching for around the world. But, the service has always been somewhat isolated. You can consult the section to see what new artists, films, or memes are trending, but users have been left to keep up with the topics that interested them on their own. Now, Google Trends has added a new feature that lets you “Subscribe” to any search topic, Hot Searches for any country, or any U.S. monthly Top Chart. Google explains how subscribing functions in their announcement.
New Features are Headed to AdWords
Last week, Search Engine Land teased that huge news was coming for AdWords by vaguely discussing what types of features you might be seeing in the future. All the features were announced on Tuesday and Larry Kim took the time to break down what each new feature does and how it can affect online advertisers. Find out what the new AdWords will be like in Kim’s article for Search Engine Journal.
More Than Half of Responsive Mobile Sites Have “Unacceptable” Load Times
Responsive design has been widely loved for its ability to unify user experience across multiple platforms and devices, and some web designers claim it even speeds up their work process by preventing them from having to design two separate sites. However, a new study suggests responsive design may have a significant weakness. Responsive design may provide a better and more cohesive user experience across platforms, but a new study says the majority of responsive sites load too slowly for mobile users who are likely to leave a page that doesn’t load within 5 seconds. Mobile web developer Trilibis evaluated 155 prominent responsive design websites, and their findings aren’t pretty.
Yahoo Tests A Google Knowledge Graph Doppelganger in Search Results
There are rumors swirling that Yahoo is considering rejuvenating their search engine to re-challenge Bing for the second most-popular search engine available. Their share of the search market suggests Yahoo will have to make some drastic changes to have any chance at their comeback in the search game, but the company has been testing some recent changes to their search engine that lend truth to the rumors. However, one of their tests also drew attention for looking questionably similar to Google’s Knowledge Graph. All Google Testing discovered the test and documented how to see the test for yourself, or you can just watch their video below.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-04-25 12:12:362014-04-25 12:12:36Quick News of the Week – April 25, 2014
Google has been hinting that AdWords is up for a major overhaul, with tons of new features and tools. They have recently announced the big AdWords presentation will occur on April 22, as Jerry Dischler, VP of Product Management for AdWords speaks during a customer event. However, very few have been told what is going to be launched.
The only people with any idea of what is going to be unveiled later this month are Google and Search Engine Land, who got an exclusive early look at some of what is coming. Since Google obviously isn’t telling, your best chance of finding out before the April 22 event is to head over to Search Engine Land, where they are teasing all of the upcoming announcements.
00Taylor Ballhttps://www.tulsamarketingonline.com/wp-content/uploads/2018/07/TMO-Logo.pngTaylor Ball2014-04-15 13:53:102014-04-15 13:53:10Google and Search Engine Land Tease Big AdWords Announcement