Saturday, March 9, 2019

adwords

adwords


How Much Google AdWords PPC Worth in 2019 by Media Challengers? - PR Web

Posted: 09 Feb 2019 12:00 AM PST

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A small business can start with minimum bids and increase the bidding amount on getting profit. AdWords provides everything from keywords research tool to analytics needed to keep an eye on the functioning of ad groups, campaigns and ads. There are so many things you can do with AdWords that it becomes irresistible for marketers.

I've summed up 5 biggest benefits of AdWords for every business. You can say that these points give many reasons for businesses to try AdWords. If you can't decide whether AdWords would work for your business, you should go through these points.

1. See quick results

Google AdWords is quick in giving results. As soon as your ad setup is complete, you can start receiving targeted visitors on your site. You set AdWords account; search keywords; make ads; complete the ad setting like time and place; select minimum bid and the ads are ready to go. You allow Google to publish your ads and set your eyes on the incoming traffic that starts with the publication of ads.

You can set an AdWords account free of cost and run ads at minimum budget to test usability of Google ads for your benefit. The keywords would show popularity of your business and the potential of AdWords to direct targeted traffic to your site.

2. Ultimate potential

AdWords is the only scalable digital marketing platform available and its potential can be judged from the billions of keywords it has in store. There is a keyword for every business under the sun. AdWords keeps updating its keywords to include latest searches and exclude those that are outdated or no longer used. The keywords are provided through bidding that is an excellent way to buy ranks. Beginners can start with minimum bids and scale upwards by increasing their bids according to the results. It is a profitable marketing strategy that requires little investment to start.

3. Analytics

AdWords offers an amazing array of tools to peep into its functioning. The tools show results in different formats like performance tracking that gives in insight into the working of ad groups. The performance indicator would help in determining whether the ads need changes. Similarly, you can see advert position, conversion rates and average cost per click.

The analytics are helpful in understanding how AdWords can help your business. You can see which keywords are performing and what is the minimum bid required to get targeted traffic. Here you don't have to rely on words because you have data to form opinion. The data would show whether AdWords is worth investing.

AdWords provide analytical tools free of cost. For example, you don't have to pay for searching keywords. Similarly, you get the data regarding performance of your ad groups and bidding price free of cost. And it is a big help especially for small businesses like yours.

4. Total control

Stop your AdWords campaigns if you don't find them profitable. Or you can make changes in the ad groups to boost their performance. You can change settings, add/delete keywords or remove ad groups according to your findings. It is called total control and this control gives more confidence on AdWords. The moment you feel that the AdWords isn't worth investing, you can walk out of the platform.

It is only AdWords that allows marketers to dictate the behavior of visitors. For example, you are free to design a compelling landing page to convince your paid visitors to take a certain action like giving a small feedback, participating in a short quiz and signing up for a newsletter.

Unlike other digital marketing services, you don't have to enter into lengthy contracts for AdWords marketing. You are free to stop your campaign after the first click on your ad. There is lot of flexibility available to manage your finances so that you get return on every penny spent on clicks.

5. Get an edge over others

Could you beat your competitors in search marketing or social media? Yes you could but it would be a lengthy battle and also the gains could be short lived. What is more worrisome is that you would have to spend hundreds of dollars in SEO and SMO campaigns. It is possible to take lead over others in search marketing but it requires lots of efforts and money.

Look at AdWords that provide you an opportunity to kick-off your competitors in keywords bidding and snatch number one position by spending a few dollars. What is more exciting is that you can retain the top position for as long as you want. With AdWords, you can remain before the eyes of your audience and in this way get a leg up on your counterparts. Also, the high visibility would help in becoming of your brand in the long run.

Is Google AdWords the right platform for your business?

The answer is yes but with conditions. The best way to know why AdWords is to try PPC marketing and you shouldn't mind spending a few dollars on a marketing activity that promises 100% results. For example, you can check your competitors on AdWords and see how they are doing in PPC marketing.

The condition for AdWords is in-depth knowledge of the platform and a passion for creating compelling ads. The Google AdWords is all about results that you can buy with money. Google has a detailed tutorial for AdWords and also there are PPC agencies that offer real help at a fraction of the cost of PPC marketing.

Conclusion

It hardly matters whether your business is small, medium or large because in AdWords everyone gets similar treatment. You could feel difficulty in competing with brands in search marketing but in AdWords you can easily outperform brands. If you want, https://www.mediachallengers.com/ can do it for you.

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How to start Google Ads for your business - Economic Times

Posted: 07 Mar 2019 09:59 PM PST

Google Ads is an online advertising platform which enables businesses to create and run ads across the web, making them discoverable to their customers when they are looking for specific product and services. These are clickable text ads, image ads and video ads, when clicked, takes the customers on their website/app and help them avail the services/products.

For example, when a customer wants to buy red colored shoes and they search for them on Google. Retailers who opt for Google Ads on search will be able to list their websites selling red shoes with their details like pictures, price - just like in the image below. These listing help retailers boosts traffic to their website and help in generating quality leads. Similarly, brands and retailers can create ads across video and text. Some examples of how search, video and text ads look like.

Search ads

search-ads-final

Video ads
video-ads

Text ads
word-ads

Why is it important for the businesses to have a Google Ads campaign?
Whether you're looking to bring in new website visitors, grow online sales, get the phones ringing or keep customers coming back for more, Google Ads can help. Listed below are some of the key reasons why Google Ads is important:

1. It enables your business to be found on the Google search page when your potential customers are looking for products/ services that you provide

2. It not only allows you to reach people who know about your business and are actively looking for you, but also allows you to reach out to customers who may not know about you but may be looking for something similar. It helps you build brand awareness.

3. It allows you to create different format of ads in form of text, images and videos.

4. You can choose and optimise where you want your ads to show

5. You can decide the amount of money you want to spend on ads daily/monthly and the maximum amount of money you want to spend per lead/click.

6. Your ads can help you reach out to customers in certain countries, regions or cities - or within a set distance from your business or shop

7. You can set and track your own goal for the business:
a. Return on Investment (ROI)
b. Traffic to the Website
c. Brand Awareness
d. Sales and Conversions

8. You can measure the performance of your ads consistently:
a. How many times did your ads show
b. How many people clicked on the ad
c. How many leads have been generated
d. What terms were people searching for when they clicked on your ad
e. Which websites are driving maximum traffic for you
f. Which areas are you getting maximum traffic from
g. How much does each lead costs

How do I create my Google Ads campaign?
A step-by-step guide to create an ad campaign for an early stage business:

Step 1: Signup with your Google email address
To start your campaign on Google Ads, go to https://ads.google.com, find the "Get started now" button, and sign up for an Google Ads account.

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Step 2: Create your first campaign
Once you have signed up, click the 'Create your first campaign' button. Campaign is a set of ads, keywords and bids that share a budget, location where you want to show your ads and other settings to organize categories of products or services that you offer.

Step 3: Add Ad Text
Select the type of ads you want to show depending on where you want to show your ads and the business goal, and create the ad depending on what would attract visitors to click. The system guides you to create effective ads when you start.

Step 4: Customize the campaigns to different target audience.
Campaigns can be easily customized to focus on specific online users. You can target people in different locations, people using different devices, people searching for something specific related to your product and people on different websites owned by Google such as the Google search engine, YouTube, and other content websites where Google ads appear.

Step 5: Select the budget
You can set a maximum cost you want to spend per day for your campaign. It allows you to manage the budget you want to spend on your campaign monthly without worrying if you're going to go over budget.

Step 6: Track the performance
Google Ads enables you to track the success of your ads. Your business can thus calculate the return on investment of ads against business goals.

Tips and tricks to make a successful Ad campaign:
Internet has redefined the marketplace as well as market-dynamics and made buying, selling not only easier but also opened up new vistas for businesses, enabling anytime, anywhere visibility. With more than 400 million Indians online, digital is playing an integral part in the overall consumer purchase journey decision. Since, many advertisers are saying similar things like you, it is important to create ads that answers to the questions that are being posed by the consumers. Here are some of the tips and tricks to make your ad campaign successful on Google:

  • Have a clear goal. It can be return on Investment (ROI), traffic to the Website, brand Awareness or Sales and Conversions
  • Keep your target customer in mind when writing your ads. Create ads that prompt them into action. Example, Call now, or buy now
  • Have the basics right. Ensure that you have at least 3 ads and right targeting in each ad group to reach the customers, without any conflicts within ad groups.
  • Don't mislead customers. Your ads need to be entirely accurate for the landing page advertised. Your top targeted keywords should be used in the content included on that landing page and in the ads text.
  • Utilize appropriate ad extensions to lead the audience deeper into more relevant sections of the website.
  • Use Ads tools like keyword planner, display planner and auction insights reports to target the campaigns right
  • Test what is working well for you. Create experiments and scale the campaigns based on the results.
  • Implement conversion tracking to monitor your return on investment
  • To reach out to audience, retailers - large and small businesses can also list themselves on the Merchant Centre on Google Shopping.

Marketing Specialist (HTML email & Google AdWords Expert) job with Foundation Center | 387992 - mediabistro.com

Posted: 11 Feb 2019 12:00 AM PST

Foundation Center is seeking a creative, technically savvy, detail-oriented marketer with HTML and Google AdWords expertise to drive implementation and support for Foundation Center's subscription products.

Foundation Center and GuideStar are now Candid. Read more at candid.org

Established in 1956, Foundation Center is the leading source of information about philanthropy worldwide. Through data, analysis, and training, it connects people who want to change the world to the resources they need to succeed. Foundation Center maintains the most comprehensive database on U.S. and, increasingly, global grantmakers and their grants — a robust, accessible knowledge bank for the sector. It also operates research, education, and training programs designed to advance knowledge of philanthropy at every level. Thousands of people visit Foundation Center's website each day and are served in its five regional hubs and its network of more than 400 funding information centers located in public libraries, community foundations, and educational institutions nationwide and around the world.

POSITION: Marketing Specialist

REPORTING TO: 

Marketing Manager

LOCATION: NYC (downtown Manhattan)

POSITION SUMMARY

Foundation Center is looking for a Marketing Specialist to join its New York team. As the Marketing Specialist you will be responsible for the successful implementation of customer lifecycle marketing campaigns for Foundation Center's subscription product lines. You will collaborate and support the Marketing Manager and product teams and ensure successful product launches, content strategies, acquisition and retention campaigns that drive earned revenue to support both the social sector and mission of Foundation Center. The goal is to deliver marketing initiatives across digital, print, and conference events that meet product expectations of the brand and business timely and efficiently.

RESPONSIBILITIES

  • Work with internal design team to create internal and external ads across digital platforms to support subscription and API product lines.
  • Manage all logistical components for promotions—including cross-product promotions-- by coordinating with all internal and external stakeholders, managing the project calendar, and reporting on each promotion.
  • Building and optimizing Google Ads campaigns.
  • Work with the marketing manager to brainstorm and write creative briefs for marketing campaigns and develop the email marketing for campaigns.
    • Responsibilities include hitting engagement goals, increasing awareness and conversion for new product lines, and managing all account communications including payment and renewals.
    • Develop new and maintain existing email templates to increase the effectiveness of email marketing in order to increase sales, retention, and create a unified brand experience
    • Continuously test, analyze, and optimize email campaigns based on content, image, subject line, and design
  • Track the effectiveness of marketing campaigns and make recommendations to optimize current and future campaigns .
  • Synthesize and interpret customer, campaign and research data into tangible, action-oriented strategies to increase customer engagement, retention, and LTV.
  • Support for all logistics associated with the implementation of go-to-market project plans.

QUALIFICATIONS

  • Excellent written, presentation, and interpersonal skills. Copy writing experience a plus.
  • Strong work ethic, highly organized, and able to manage multiple projects concurrently in a fast-paced environment.
  • Experience developing, executing and measuring multi-channel integrated marketing campaigns.
  • Interpret campaign results to determine the effectiveness of marketing efforts, summarize analysis for discussions with senior management, set priorities, and initiate new campaigns.  
  • Ability to collaborate across organizations, working with key support areas to effectively execute campaigns including technology, operations, and creative partners.
  • Technical skills:
    • Google Ads (Certification preferred)
    • Proficient with HTML
    • Salesforce Marketing Cloud (or similar ESP)
    • Adobe Photoshop, Illustrator
    • Google Analytics (Certification preferred)
    • MS Office

REQUIREMENTS

  • Bachelor's degree in business, marketing, communications, or public relations
  • 3-5 years of marketing experience (organization, agency or consultant)
  • Proficiency with HTML is required
  • Proficiency in Google AdWords and Google Analytics (Certification preferred)
  • Familiarity with the nonprofit sector preferred, but not mandatory
  • Commitment to the nonprofit sector essential
  • Strong project management
  • Experience in product marketing and /or subscription services is preferred
  • Strong presentation and communication skills
  • Team player and problem solver
  • Excellent written and verbal communication skills

  HOW TO APPLY

Email your resume, cover letter, and salary requirements 

Please put the title of the position you are applying for in the subject line.

Your application will only be considered if all instructions above are met.

Due to the high volume of applicants we typically receive, we regret that we can only contact candidates that we would like to interview.

In compliance with federal law, all persons hired will be required to verify identity and eligibility to work in the United States and to complete the required employment eligibility verification document form upon hire.

Foundation Center is an equal opportunity employer.

Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed - Search Engine Land

Posted: 26 Feb 2019 12:00 AM PST

Average Position was one of the original metrics in Google Ads when they launched their search advertising product called AdWords. But as search advertising has evolved, what used to be a primary metric for making optimization decisions has lost its usefulness and so Google has announced that it will disappear later this year.

This means advertisers will need to rethink some dated bidding strategies, update reports they share with stakeholders and figure out how the new position metrics can replace what is being deprecated. But first, let me share my take on why this change is being made.

Why 'average position' is a poor metric to understand position

Historically the average position metric was useful because ads reliably showed up in consistent locations on the page. Knowing the average position of an ad meant you knew where your ad showed on a web page. Its physical "position" on the page correlated to the "average position" in reports.

For example, in the earliest days of AdWords, premium ads that were sold to big companies on a CPM basis were shown above the search results. Ads on the right side were reserved for smaller advertisers who paid on a CPC basis through what was then known as AdWords Select. So if you were an AdWords Select advertiser and your ad was reported as having an average position of 1, you understood it was the first ad on the right side of the SERP.

But then Google realized that the ads they were putting in premium locations on the page from advertisers paying on a CPM basis were making less money than the CPC ads on the right side. So they merged the two advertising programs and made all advertisers compete for all slots on the page based on Ad Rank, a metric comprised of the CPC bid and the CTR. Position still equated to a physical location on the page, except for the fact that Google made one more change in its effort to ensure only the most relevant ads would occupy the top of the page.

The ads with the highest rank would only be shown above the organic results if they met a certain relevance threshold. This was Google's way of ensuring users would see only the most helpful ads above organic results. Now if your ad was reported as being in position 1, only one thing was certain – your ad was shown before all others (i.e., your ad was the winner of the auction). What was no longer certain is where it showed; it might have appeared at the top of the page, or on the right side if no ads met the top of page promotion threshold.

And this was just the start of the muddling of the meaning of "average position." Google briefly started showing ads below the search results (and gave these slots to ads ranked above the ones that showed on the right side meaning that ads with lower average positions would be seen before ones with higher positions). Later ads disappeared from the right side, more ads started showing at the top of the page, thresholds and auction rules kept getting updated, new ad formats like shopping started using a different layout and new search syndication partners had their ad slot locations. While average position continued to reflect an ad's rank compared to all others, it became less and less clear what that position actually equated to in terms of a location on the page.

In essence, "average position" should have been named "auction rank" to better reflect its meaning. The word 'position' refers to a relative position compared to other advertisers and has nothing to do with a physical position on the page where the ad is shown. Advertisers often care more about where their ad is shown rather than who they were beating in the auction so the average position metric became less meaningful and it's no surprise it is being sunset by Google.

Top position metrics bring back clarity

Being the leader in online advertising is a double-edged sword for Google. They got to pick the metrics that we all care about but they're also locked into supporting those metrics for the long haul or face lots of questions.

Google Ads got started in a world where little could be automated yet Google wanted to give lots of control to its advertisers. So they decided to create structures like ad groups, and share metrics like average position to let advertisers understand what was happening and give control to take action at the same time. A lot of that legacy is difficult to undo, even now that it may simply make more sense to let machine learning handle a lot of the details.

Fortunately, in this case, Google is only sunsetting a metric after they feel they've introduced newer metrics that better inform advertisers about what they primarily care about: that their ads are shown in places where they will drive more business. Google has introduced four new metrics:  "Impression (Absolute Top) %," "Impression (Top) %," "Search absolute top impression share" and "Search (Top) IS."

These metrics tell advertisers two things: how often their ads are at the top of the page when they get an impression and what share of all the top of page impressions they're getting.

Bid-to-position is not a good way to set bids

Advertisers have long used average position as an input to bid management strategies. Remember that until Google introduced automated bidding (e.g., target CPA and target ROAS bid strategies), advertisers had to set their own CPC bids. Many advertisers set their CPCs based on their expectation of how likely clicks were to convert, something they might measure with conversion tracking. But many advertisers without conversion tracking set bids by looking at the average position. Some simply wanted to have their ad always be the "top" ad, so they bid as much as needed to keep an average position of 1. Others argued that clicks in position 1 were too expensive and that they'd rather get fewer but cheaper clicks so they set bids in an attempt to stay at lower positions but still on the first page of results. This is where bid-to-position bid strategies originated.

Nowadays, automated bidding is so ubiquitous and cheap that bid-to-position strategies simply don't make a lot of sense for the majority of advertisers. They'd do far better by implementing proper conversion tracking so that automated systems can set the right CPC bids for each auction to achieve the target CPA or target ROAS.

Brand advertisers can use the new position metrics instead of 'Average Position'

One group of advertisers who rightfully care about position are brand advertisers. Even though Google Ads is at heart a direct response advertising platform, there are brand advertisers who want to go beyond the Display Network and Video Ads on YouTube for branding and who want to run brand ads on search. In these cases, bidding to the absolute top of the page is the right strategy. This strategy doesn't work very well with just the average position metric because that metric only says if the ad is the top-ranked in the auction, but not if it passed all the other criteria needed to be shown above the organic results or at the absolute top of the page. Google's four new metrics offer far better data to use for advertisers who care about branding.

What we lose with the end of 'average position'

The vast majority of advertisers will be better off when average position no longer exists and they look at the newly introduced metrics instead. But at my company, Optmyzr, we've found there are still some scenarios where average position is helpful, especially when looking at segmented data.

For example, we have a bid optimization tool that recommends geo bid adjustments or validates that automated bidding systems are doing a decent job with geographic differences in performance. Our tool's recommendations are generated by a machine learning algorithm that looks at many factors, including average position. Specifically, it uses this metric to predict if an increase in geographic bid adjustment is likely to increase volume for that location. After all, there's no point raising a bid for a location where an advertiser already dominates the auction. And while average position is a metric that is available in a geo report, the new metrics are not. This means that we can no longer as reliably identify opportunities for geo-segmented data.

This specific example won't cause issues for most advertisers but the point is that there are advanced use cases relying on the average position metric that will be hard to fix until the new metrics are more widely available across all of Google Ads.

Conclusion

There's never a dull day working in PPC and the sunset of one of the oldest metrics around is another clear illustration of that. As we've seen in the past (like with the deprecation of mobile campaigns and the later re-introduction of -100 percent device bid adjustments), Google does respond to the needs of its advertisers so this is a great time to share constructive feedback about how this change will impact you.

While I worked on  Google Ads, I was involved in several updates related to Quality Score. I can tell you we cared a lot about what advertisers said because we couldn't possibly know every use case. That's the case here too so I for one really look forward to learning a lot more about how advertisers use average position in unique ways and what sort of workarounds they'll come up with before it disappears forever.


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.



About The Author

Frederick ("Fred") Vallaeys was one of the first 500 employees at Google where he spent 10 years building AdWords and teaching advertisers how to get the most out of it as the Google AdWords Evangelist. Today he is the Cofounder of Optmyzr, an AdWords tool company focused on unique data insights, One-Click Optimizations™, advanced reporting to make account management more efficient, and Enhanced Scripts™ for AdWords. He stays up-to-speed with best practices through his work with SalesX, a search marketing agency focused on turning clicks into revenue. He is a frequent guest speaker at events where he inspires organizations to be more innovative and become better online marketers.

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