Thursday, March 28, 2019

adwords

adwords


Learning Google Adwords Basics in 7 Steps - BBN Times

Posted: 26 Mar 2019 02:50 PM PDT

Marketers usually grumble when they are unable to track and measure campaigns and the results associated. But with Google Adwords, measuring every single aspect of the marketing campaign is possible. It is a paid service to spread the word about your business on search engines.

Not sure how to use Google AdWords for your online business? Here is a step by step Google Adwords guide for beginners.

Set up Account

Setting up a Google AdWords account is easy. As a visitor, you will be provided with the instructions on the web page to make it easy for you to proceed.

Make a list of clear goals that you wish to achieve by using this service. Then plan how you can achieve this.

Once the account is set up, you will be asked to fill in various factors like the budget, locations, network and keywords. This is the starting point for you to start thinking about the ads you want to run.

Establish Goals

When getting started with Google Adwords, be clear and precise with the goals so that achieving them becomes easy.

A goal without a plan will not yield fruitful results for a long time. Understand what is it that you want to achieve with the PPC campaign.

This is the first step and if you are able to get through this easily, you have a smooth process ahead.

Create Campaign

Create a campaign for the targeted keywords. Decide if the campaign will be country specific or global. For this you need to know which audience you want to target.

Set a price for the keywords and the number of keywords you want to target. All in all put your budget in place.

After you've set up the campaign, create a landing page, where you want your audience to be redirected to. Have a lucrative CTA that makes the user to take an action on the landing page. You can add a lucrative offer on the landing page that appeals to the target audience.

Creation of Ads

With every prerequisite being complete now, you can now create an ad!

The content on the ads is what attracts the users in the first place. The CTR (click through rate) is determined by the effectiveness of your headlines, a CTA and the keywords you are bidding on.

A tip to remember- ads that seem to be inclined to the emotions of the users have a better CTR.

No alt text provided for this image

Keyword Research

Choose keywords that are specific to your business or are aligned with your business product. You can add around 15 – 20 keywords. This is why you need to target and bid right for the determined keywords.    

Conduct a thorough keyword research for your ads. An ideal keyword that can get you maximum traffic is one that has a search volume that is neither too high nor too low.

There are three types of keywords match - the broad keyword match, the phrase match and exact match keyword. The usage of these keywords decides how your Google Ad will appear.

Broad match

Keywords falling under this category can also be called as the generic keywords.

For example - the keyword is "women handbags" so the ad will be shown for this and every other related keyword. If you search for "accessories for women", your ad could be seen for this keyword, this is because the keyword "accessories for women" is a more generic keyword and your ad for "women handbags" falls under this category.

Phrase match

In this case, your ad will be visible to users who search for the keywords that are closely related with the exact keyword. This is flexible than the exact match and more precise than broad keyword match.

Exact match

The ads that show up for these keywords are the ones that match the exact term or are closely relatable with the exact term.

For example the keyword is women handbags, so the ad will be seen for keyword "women handbags" and as well for closely aligned keywords like "handbags for women", etc.

By default the keyword match is broad. The type of keyword match that proves to be good for your business varies from strategy to strategy. So you need to master all three in a way that your ad appears for all three keyword matches. This sounds easy but in real it takes a lot of effort and skills to master this. So, if you are able to master this, you sure have a better chance of succeeding with this.

Bidding

Before your Google Ad goes live, you need to bid for the appropriate keywords.

Once you've selected the keywords, it is now time to bid on those keywords. This means that your ad will be visible for the keywords that you've bid on. If a keyword is highly relevant, your competitors might also want to rank for the same keyword. Thus, increasing the price for the keyword.

For example, if you run an online candy store and your website ranks well for keywords like "best candy store in town", then you could possibly use this keyword in your ads campaign.

Once you've done the payment for the keywords, the Google AdWords account is live. 

Regularly Monitor

Just like any marketing campaign, you need to monitor your paid ads regularly to see how effective they've been. Analyzing and monitoring will help you overcome the flaws and thus improve your paid campaign.

If at any point you feel that the campaign is not yielding good results, you can tweak the strategy and monitor it again to see any difference. The best ads are made by constant tweaking until they reach their highest potential.

The changes that you have saved for the campaign can be changed and edited at any time.

Now that we've covered how to use Google AdWords, you should know that the results vary from business to business and the strategy implemented. Thus testing is the solution to improve your current strategy.

As we wrap up this article, we hope that you now have a better understanding of Google AdWords.

No alt text provided for this image

Google Is Moving To First-Price, But Big Questions Remain - AdExchanger

Posted: 13 Mar 2019 12:00 AM PDT

Google's move to create unified, first-price auctions for publishers using Google Ad Manager doesn't just change the auction type. It impacts pricing, header bidding, publisher floors and how publishers see AdWords demand.

Under the new rules, all exchanges will bid for an impression at the same time, and Google will lose the "last look" it reserved for itself to outbid its fellow exchanges via a second-price auction.

"How exactly this will impact the ecosystem is dependent on which constituent was benefitting most from this advantage – publishers with higher closing prices, buyers with better ROI or Google themselves," said Rajeev Goel, CEO of PubMatic.

Buyers will need to use bid shading algorithms to bid effectively, and publishers must adjust floors and learn the nuances of the new auction mechanics.

Most of the sources AdExchanger spoke with – buyers, sellers and vendors – predicted that prices will rise temporarily, then stabilize or even fall in the long-term.

At least that's what happened when the rest of the ecosystem standardized on first-price auctions before Google. While CPMs initially rose, they've dipped in recent quarters as buyers started aggressively bid shading – a fact confirmed by many publishers and borne out in Rubicon Project's earnings. Eventually, CPMs likely stabilize and find an equilibrium as both sides adapt.

Besides pricing, many industry experts are asking questions about how Google's change will impact header bidding and flooring strategies, Google's AdWords business and publishers' quest for transparency.

Will Google's unified, first-price auction kill header bidding?

Header bidding unified publishers' auctions, allowing them to wrest control from Google, which didn't allow competing demand to vie for every impression. Now that Google will allow all buyers to compete in the same auction, what happens to header bidding?

Former AppNexus CEO Brian O'Kelley predicts Google could fully kill off header bidding competitors by dropping its fee on its own header bidding-like product, exchange bidding, if publishers bypass the AppNexus Prebid, Index Exchange or Amazon Transparent Ad Marketplace (TAM) wrapper. "This essentially routes all supply through Google in a unified auction," O'Kelley said, "which is great for the publisher from a yield perspective and puts Amazon in a corner."

Or the opposite might happen, and header bidding will thrive under the new unified auction. Once Google AdX and exchange bidding no longer know the "price to beat," they aren't so special anymore, said Chris Kane, founder of Jounce Media. "That could be really good news for Prebid and Amazon TAM."

The idea of publishers abandoning header bidding because Google unifies auctions doesn't seem likely, said Rubicon Project CTO Tom Kershaw. "It will not undermine header bidding," he said. "There is nothing [Google] can do to stop that train."

Added Kargo CEO Harry Kargman: "Why would a publisher give up the header if they get the best of both worlds?"

Will publishers need to invest more in managing auction floors?

Flooring strategies in first-price auctions differ from flooring strategies in second price auctions. When publishers set floors, they set a minimum price for their inventory in order to maintain its value.

In a first-price auction, buyers use a technique called bid shading to reduce the CPM as much as possible without compromising their win rate. Floor rates ensure that buyers don't reduce their price too low. Chris Stark, co-founder of Freestar, which manages ad inventory for publishers, believes that publishers will need to hire in-house data scientists or data engineers to create sophisticated first-price flooring strategies.

"The cost of not doing so … will be hidden in declining revenue as the buy side gets better at bid shading," Stark said.

One way publishers can still retain pricing control and manage yield is through their header bidding wrapper, said Meredith SVP of data and programmatic solutions Chip Schenck. The header bidding wrapper conducts the auction before Google Ad Manager, which gives publishers control they wouldn't get by just using Google.

This added control is yet another reason why Google's unified auction may not end header bidding. 

Will transparency be a problem?

Unifying auctions and removing last look creates a level playing field that publishers could previously only get through header bidding. But Google Ad Manager still holds back data and restricts how publishers can configure their ad setup.

"We strongly hope that Google carries the momentum of this transparency toward providing publishers with the full bid landscape data (not just the winning bid amount) as well as removing the ability for buyers / advertisers to opt out of disclosing who won the bid," said Nicole Lesko, SVP of digital ad product and ops at Meredith.

Not having this data makes it harder for Meredith to "understand what [buyers] are after and how we can help curate inventory for what they need," she added.

Publishers, including News Corp. , want access to log-level data to understand how Google is buying on behalf of its search buy-side platform AdWords (now Google Ads). Currently, Google obfuscates that data, which is frustrating to publishers because it makes it harder for them to understand the value of users on their site.

"As publishers we are still missing a huge piece of the transparency puzzle from Google since they do not give us log level data for AdWords demand that runs on our sites," said Stephanie Layser, VP of advertising technology at News Corp.

As it turns out, Google has listened to these publisher requests. When Google switches to first-price auctions, it will remove the option for buyers to hide their bid data from publishers, Google told AdExchanger. Those rules apply to its own AdWords buyers, too. So publishers will see the clearing price and the losing bids.

One more publisher gripe: Unlike other exchanges, Google charges for auction logs, said Freestar's Stark.

"Any partner that wishes to be transparent with their auctions should be providing the option to receive auction logs as part of their core service," he said.

For buyers, the improvements in transparency are more clear-cut.

"The transparency of a first-price auction will be a welcome trade-off for any short-term price increases that we see," said Varick CEO Paul Dolan.

Has Google actually stopped using a second-price auction?

AdWords buys a huge amount of publisher inventory. But those publishers know little about how the AdWords buyer operates and often suspect it picks up inventory for a discount. That's because it works on an ad network model, with Google taking an undisclosed margin when advertisers pay for clicks that don't come from search ads.

In the new setup, AdWords will submit a bid to Google Ad Manager, where it will compete in a first-price auction with no last look advantage. But when it buys on Google's publisher product AdSense, it will use a second-price auction.

Because AdSense remains second price, some publishers using Google Ad Manager wonder if some of their inventory will be scooped up via a second-price auction. In some cases, big publishers on Google Ad Manager also use AdSense, which is keeping the second-price format. If that's the case, AdWords could win by bidding just a penny more than the highest first-price bid.

Google Ad Manager's unified pricing product, now in beta, includes an exception in which floor prices won't apply to AdSense backfill, so AdSense second-price auctions can sometimes run within Google Ad Manager's first-price auction environment. That exception led Meredith SVP of data and programmatic solutions Chip Schenck wonder, "Is this still effectively giving a Google demand source the last look?"

adwords


Learning Google Adwords Basics in 7 Steps - BBN Times

Posted: 26 Mar 2019 02:50 PM PDT

Marketers usually grumble when they are unable to track and measure campaigns and the results associated. But with Google Adwords, measuring every single aspect of the marketing campaign is possible. It is a paid service to spread the word about your business on search engines.

Not sure how to use Google AdWords for your online business? Here is a step by step Google Adwords guide for beginners.

Set up Account

Setting up a Google AdWords account is easy. As a visitor, you will be provided with the instructions on the web page to make it easy for you to proceed.

Make a list of clear goals that you wish to achieve by using this service. Then plan how you can achieve this.

Once the account is set up, you will be asked to fill in various factors like the budget, locations, network and keywords. This is the starting point for you to start thinking about the ads you want to run.

Establish Goals

When getting started with Google Adwords, be clear and precise with the goals so that achieving them becomes easy.

A goal without a plan will not yield fruitful results for a long time. Understand what is it that you want to achieve with the PPC campaign.

This is the first step and if you are able to get through this easily, you have a smooth process ahead.

Create Campaign

Create a campaign for the targeted keywords. Decide if the campaign will be country specific or global. For this you need to know which audience you want to target.

Set a price for the keywords and the number of keywords you want to target. All in all put your budget in place.

After you've set up the campaign, create a landing page, where you want your audience to be redirected to. Have a lucrative CTA that makes the user to take an action on the landing page. You can add a lucrative offer on the landing page that appeals to the target audience.

Creation of Ads

With every prerequisite being complete now, you can now create an ad!

The content on the ads is what attracts the users in the first place. The CTR (click through rate) is determined by the effectiveness of your headlines, a CTA and the keywords you are bidding on.

A tip to remember- ads that seem to be inclined to the emotions of the users have a better CTR.

No alt text provided for this image

Keyword Research

Choose keywords that are specific to your business or are aligned with your business product. You can add around 15 – 20 keywords. This is why you need to target and bid right for the determined keywords.    

Conduct a thorough keyword research for your ads. An ideal keyword that can get you maximum traffic is one that has a search volume that is neither too high nor too low.

There are three types of keywords match - the broad keyword match, the phrase match and exact match keyword. The usage of these keywords decides how your Google Ad will appear.

Broad match

Keywords falling under this category can also be called as the generic keywords.

For example - the keyword is "women handbags" so the ad will be shown for this and every other related keyword. If you search for "accessories for women", your ad could be seen for this keyword, this is because the keyword "accessories for women" is a more generic keyword and your ad for "women handbags" falls under this category.

Phrase match

In this case, your ad will be visible to users who search for the keywords that are closely related with the exact keyword. This is flexible than the exact match and more precise than broad keyword match.

Exact match

The ads that show up for these keywords are the ones that match the exact term or are closely relatable with the exact term.

For example the keyword is women handbags, so the ad will be seen for keyword "women handbags" and as well for closely aligned keywords like "handbags for women", etc.

By default the keyword match is broad. The type of keyword match that proves to be good for your business varies from strategy to strategy. So you need to master all three in a way that your ad appears for all three keyword matches. This sounds easy but in real it takes a lot of effort and skills to master this. So, if you are able to master this, you sure have a better chance of succeeding with this.

Bidding

Before your Google Ad goes live, you need to bid for the appropriate keywords.

Once you've selected the keywords, it is now time to bid on those keywords. This means that your ad will be visible for the keywords that you've bid on. If a keyword is highly relevant, your competitors might also want to rank for the same keyword. Thus, increasing the price for the keyword.

For example, if you run an online candy store and your website ranks well for keywords like "best candy store in town", then you could possibly use this keyword in your ads campaign.

Once you've done the payment for the keywords, the Google AdWords account is live. 

Regularly Monitor

Just like any marketing campaign, you need to monitor your paid ads regularly to see how effective they've been. Analyzing and monitoring will help you overcome the flaws and thus improve your paid campaign.

If at any point you feel that the campaign is not yielding good results, you can tweak the strategy and monitor it again to see any difference. The best ads are made by constant tweaking until they reach their highest potential.

The changes that you have saved for the campaign can be changed and edited at any time.

Now that we've covered how to use Google AdWords, you should know that the results vary from business to business and the strategy implemented. Thus testing is the solution to improve your current strategy.

As we wrap up this article, we hope that you now have a better understanding of Google AdWords.

No alt text provided for this image

Google Is Moving To First-Price, But Big Questions Remain - AdExchanger

Posted: 13 Mar 2019 12:00 AM PDT

Google's move to create unified, first-price auctions for publishers using Google Ad Manager doesn't just change the auction type. It impacts pricing, header bidding, publisher floors and how publishers see AdWords demand.

Under the new rules, all exchanges will bid for an impression at the same time, and Google will lose the "last look" it reserved for itself to outbid its fellow exchanges via a second-price auction.

"How exactly this will impact the ecosystem is dependent on which constituent was benefitting most from this advantage – publishers with higher closing prices, buyers with better ROI or Google themselves," said Rajeev Goel, CEO of PubMatic.

Buyers will need to use bid shading algorithms to bid effectively, and publishers must adjust floors and learn the nuances of the new auction mechanics.

Most of the sources AdExchanger spoke with – buyers, sellers and vendors – predicted that prices will rise temporarily, then stabilize or even fall in the long-term.

At least that's what happened when the rest of the ecosystem standardized on first-price auctions before Google. While CPMs initially rose, they've dipped in recent quarters as buyers started aggressively bid shading – a fact confirmed by many publishers and borne out in Rubicon Project's earnings. Eventually, CPMs likely stabilize and find an equilibrium as both sides adapt.

Besides pricing, many industry experts are asking questions about how Google's change will impact header bidding and flooring strategies, Google's AdWords business and publishers' quest for transparency.

Will Google's unified, first-price auction kill header bidding?

Header bidding unified publishers' auctions, allowing them to wrest control from Google, which didn't allow competing demand to vie for every impression. Now that Google will allow all buyers to compete in the same auction, what happens to header bidding?

Former AppNexus CEO Brian O'Kelley predicts Google could fully kill off header bidding competitors by dropping its fee on its own header bidding-like product, exchange bidding, if publishers bypass the AppNexus Prebid, Index Exchange or Amazon Transparent Ad Marketplace (TAM) wrapper. "This essentially routes all supply through Google in a unified auction," O'Kelley said, "which is great for the publisher from a yield perspective and puts Amazon in a corner."

Or the opposite might happen, and header bidding will thrive under the new unified auction. Once Google AdX and exchange bidding no longer know the "price to beat," they aren't so special anymore, said Chris Kane, founder of Jounce Media. "That could be really good news for Prebid and Amazon TAM."

The idea of publishers abandoning header bidding because Google unifies auctions doesn't seem likely, said Rubicon Project CTO Tom Kershaw. "It will not undermine header bidding," he said. "There is nothing [Google] can do to stop that train."

Added Kargo CEO Harry Kargman: "Why would a publisher give up the header if they get the best of both worlds?"

Will publishers need to invest more in managing auction floors?

Flooring strategies in first-price auctions differ from flooring strategies in second price auctions. When publishers set floors, they set a minimum price for their inventory in order to maintain its value.

In a first-price auction, buyers use a technique called bid shading to reduce the CPM as much as possible without compromising their win rate. Floor rates ensure that buyers don't reduce their price too low. Chris Stark, co-founder of Freestar, which manages ad inventory for publishers, believes that publishers will need to hire in-house data scientists or data engineers to create sophisticated first-price flooring strategies.

"The cost of not doing so … will be hidden in declining revenue as the buy side gets better at bid shading," Stark said.

One way publishers can still retain pricing control and manage yield is through their header bidding wrapper, said Meredith SVP of data and programmatic solutions Chip Schenck. The header bidding wrapper conducts the auction before Google Ad Manager, which gives publishers control they wouldn't get by just using Google.

This added control is yet another reason why Google's unified auction may not end header bidding. 

Will transparency be a problem?

Unifying auctions and removing last look creates a level playing field that publishers could previously only get through header bidding. But Google Ad Manager still holds back data and restricts how publishers can configure their ad setup.

"We strongly hope that Google carries the momentum of this transparency toward providing publishers with the full bid landscape data (not just the winning bid amount) as well as removing the ability for buyers / advertisers to opt out of disclosing who won the bid," said Nicole Lesko, SVP of digital ad product and ops at Meredith.

Not having this data makes it harder for Meredith to "understand what [buyers] are after and how we can help curate inventory for what they need," she added.

Publishers, including News Corp. , want access to log-level data to understand how Google is buying on behalf of its search buy-side platform AdWords (now Google Ads). Currently, Google obfuscates that data, which is frustrating to publishers because it makes it harder for them to understand the value of users on their site.

"As publishers we are still missing a huge piece of the transparency puzzle from Google since they do not give us log level data for AdWords demand that runs on our sites," said Stephanie Layser, VP of advertising technology at News Corp.

As it turns out, Google has listened to these publisher requests. When Google switches to first-price auctions, it will remove the option for buyers to hide their bid data from publishers, Google told AdExchanger. Those rules apply to its own AdWords buyers, too. So publishers will see the clearing price and the losing bids.

One more publisher gripe: Unlike other exchanges, Google charges for auction logs, said Freestar's Stark.

"Any partner that wishes to be transparent with their auctions should be providing the option to receive auction logs as part of their core service," he said.

For buyers, the improvements in transparency are more clear-cut.

"The transparency of a first-price auction will be a welcome trade-off for any short-term price increases that we see," said Varick CEO Paul Dolan.

Has Google actually stopped using a second-price auction?

AdWords buys a huge amount of publisher inventory. But those publishers know little about how the AdWords buyer operates and often suspect it picks up inventory for a discount. That's because it works on an ad network model, with Google taking an undisclosed margin when advertisers pay for clicks that don't come from search ads.

In the new setup, AdWords will submit a bid to Google Ad Manager, where it will compete in a first-price auction with no last look advantage. But when it buys on Google's publisher product AdSense, it will use a second-price auction.

Because AdSense remains second price, some publishers using Google Ad Manager wonder if some of their inventory will be scooped up via a second-price auction. In some cases, big publishers on Google Ad Manager also use AdSense, which is keeping the second-price format. If that's the case, AdWords could win by bidding just a penny more than the highest first-price bid.

Google Ad Manager's unified pricing product, now in beta, includes an exception in which floor prices won't apply to AdSense backfill, so AdSense second-price auctions can sometimes run within Google Ad Manager's first-price auction environment. That exception led Meredith SVP of data and programmatic solutions Chip Schenck wonder, "Is this still effectively giving a Google demand source the last look?"

No comments:

Post a Comment

Note: Only a member of this blog may post a comment.