“NBCU’s Peacock Android App Fails to Show Up in Google Play Listings on Launch Day - Variety” plus 2 more

“NBCU’s Peacock Android App Fails to Show Up in Google Play Listings on Launch Day - Variety” plus 2 moreNBCU’s Peacock Android App Fails to Show Up in Google Play Listings on Launch Day - VarietyThe antitrust case against Google is gathering steam - The VergeTop 5 Questions (and Answers) About GRC Technology - Dark ReadingNBCU’s Peacock Android App Fails to Show Up in Google Play Listings on Launch Day - VarietyPosted: 15 Jul 2020 04:55 AM PDT UPDATED: Users searching for the Android app for Peacock, NBCUniversal's streaming service that made its U.S. national debut Wednesday, came up empty when they tried to find it in the Google Play store.In fact, the Peacock app for Android currently is available on Google Play at this link. But the Peacock TV app was not showing up in searches or on other pages in the Google Play store, leading to confusion about how to get it.In reply to users' inquiries Wednesday morning about why the app wasn't available in the Google Play store, P…

Success Stories Of Marketers Solving Digital Ad Fraud - Forbes

Success Stories Of Marketers Solving Digital Ad Fraud - Forbes

Success Stories Of Marketers Solving Digital Ad Fraud - Forbes

Posted: 24 Jun 2020 02:09 AM PDT

Time for some good news. Marketers can reduce digital ad fraud in their own campaigns without paying for expensive fraud detection technologies that don't work most of the time anyway. This article is not about how to do that yourself. It is to show you that other marketers, including small businesses, were successful in reducing fraud in their campaigns by looking more closely at analytics and business outcomes themselves. 

Small Business "A" Beat Click Fraud Using Google Analytics

Judy had run many Google Adwords campaigns over the years. But one that she just turned on caught her attention, because her Google Analytics showed a 100,000% increase in Android mobile devices hitting her site. These were clicks coming from the campaign she just turned on. Further, the analytics showed that these clicks resulted in no goal completions at all — i.e. none of this additional traffic "converted." But the large influx of traffic completely skewed her metrics. The conversion rates dropped severely because the number of sales (numerator) didn't change, while the number of hits to the site (denominator) increased drastically. This would have been enough to turn off that campaign right away. 

But she dug a bit deeper to check her own findings. Her Google Analytics further revealed that these visitors stayed on the site less than 2 seconds, bounce rate was in the high 90s, and looked at only the page they landed on. These visitors could not have been humans who were genuinely interested in her product, and clicked on the ad, intending to come to her site to learn more and possibly make a purchase. With these confirming details, she turned off the campaign within days and reported her findings to Google. Happily, she got a refund for the entire amount that she had already spent. 

Her campaign was a paid search campaign, run through Google Adwords. What she didn't know at the time was that by leaving the "Include Google search partners" checkbox checked, her ads were being shown on sites outside of google.com. These sites run paid search ads using Google technology and they get a cut of the ad revenue. This creates the opportunity for click fraud, where they use bot traffic to click on the ads so they can inflate their own ad revenues. The Android bots Judy saw were doing exactly this - clicking on her ads and coming to her site. They drained her budget, but were not real customers, or human for that matter. 

Marketers can learn from Judy's success story and consider carefully whether to leave search partners turned on or Google display network turned on, for these reasons. 

Small Business "B" Improved Outcomes in His Facebook Campaign

Matt is a small business owner and musician. He sold music and merchandise through his own website. Matt had been running Facebook ads for five years, but he ran into a severe problem that he could see with his own eyes, in his analytics. He observed that Facebook would report X number of clicks on his ads, but his own site analytics would only show 1/10 that number — i.e. a 90% discrepancy. This was not always the case. At the beginning of the 5 year period, the clicks on his Facebook ads were converting relatively well — they bought his music and merchandise when they arrived on his website. But over the course of the 5 years, he got more and more impressions and more and more clicks. But the rate of sales (# of sales to # of clicks) kept going down and the discrepancy between his site analytics and Facebook's reported clicks kept going up, until it reached the 90% discrepancy mentioned above. 

Turns out, over the course of the 5 years, the number of ads that appeared on Facebook versus the number of ads showing on sites outside of Facebook (Facebook Audience Network) completely flipped. By the end, about 90% of his ad impressions were shown on outside sites. He got tons of impressions and tons of clicks, but much lower conversions to sales. When he unchecked the checkbox for Audience Network and limited his ads to only Facebook and its main apps like Instagram and Messenger, his sales started coming back. Of course, he got far fewer impressions and clicks, but most of those were wasted (likely fraudulent) anyway. 

Marketers can learn from Matt's success story and consider carefully whether to leave Audience Network turned on, for these reasons. 

How you can reduce ad fraud in your own campaigns by using common sense and analytics. 


MORE FROM FORBESCan You Optimize Digital Ads With A Pinch Of Common Sense?

Google Is Doubling Down On Deep Linking - AdExchanger

Posted: 24 Jun 2020 06:38 AM PDT

Google bolstered its deep linking offering on Wednesday by enabling from YouTube ads, Hotel ads, Gmail ads and ads in Discovery, which is the main section of the Google app.

Previously, it had only been available in search, display and Shopping ads.

The line between apps and the mobile web has been blurring for years, but marketers haven't kept up with how consumers like to browse and buy, said David Mitby, director of product for app advertising at Google.

"Users don't think so much about whether they're on a website or in an app – they just want the experience to be seamless," Mitby said.

Google is also enabling deferred deep linking, which will bring people to a specific page inside an app within 24 hours following an ad click and subsequent app download.

"This really helps with the conversion rates in the app, because the person doesn't have to go and search for the product again," Mitby said.

And deferred deep linking complements another feature Google is rolling out: product feeds in App campaigns.

Marketers can link their Google Merchant or business data feeds into their App campaigns to surface multiple products and services in one app ad. When someone clicks on a product featured in the ad, deferred deep linking brings them directly to the in-app product page following the app download.

This makes a lot of sense of retailers, travel advertisers and food delivery apps, but there are other non-obvious verticals that could also take advantage, Mitby said. A streaming app, for example, could display multiple shows and movies it offers, then bring a person directly to the content they want to watch once they've got the app.

Without deep linking, people who click on an app ad promoting a specific product would then have to search for it again once they have the app installed; if they already have the app they'd be sent to the mobile site after clicking on the ad.

And it's a shame, Mitby said, because app users are far more valuable than mobile web visitors. Brands typically see 2x the conversion rate in apps compared with the web, he said.

Deep linking isn't magic, though. Marketers still need to make sure they've got conversion tracking set up or they won't be able to properly attribute performance or optimize their bids.

Google is also releasing a new ad destination report within AdWords so that advertisers can get a better sense of where their consumers are ending up (app or web), how they're converting from ads and which environment is performing the best.

Rounding out the new tools is an upgraded version of Google's Test My Site, a service that launched last year to help advertisers improve their site load times. In addition to speed testing, marketers can get customized tips on how to boost their site's performance and enhance the overall user experience.

Who 'owns' your PPC account? - Blue Snapper Internet Marketing

Posted: 23 Jun 2020 09:59 AM PDT

So who 'owns' your PPC account if you have an agency or consultant that manages it on your behalf? You or them?

I'd never given this much thought until I spoke to someone looking to switch over the management of their Google Ads account from their current agency. Their agency had been managing the account for a couple of years but the client was concerned that the relationship and the performance of the PPC campaign had gone into decline. So time to move on.

The client served notice of the termination of the contract and requested that, upon final settlement of any bills, the agency transfer the account over to them – they'd never been given their own login to it. All reasonable and sensible. But then came the rub: the agency demanded £5,000 to 'release' the account even though there was no contractual obligation to make this additional payment.

Hopefully this business practise is an isolated instance. Of course, the client could've sought legal advice – a likely expensive process – or walked away and paid somebody else to re-create the PPC campaign. In this instance, that'd certainly be a lot cheaper than £5k, but they would have lost the campaigns' statistics and any optimisation that had been introduced over time. More importantly, they'd also lose the Google Ads Quality Score that the old campaign had accrued so any new campaign they'd create would have a higher overall Cost-Per-Click (CPC), at least initially.

AdQuick.com Launches Programmatic Software to Take the Risk and Uncertainty Out of Out-of-Home Advertising - MarTech Series

Posted: 23 Jun 2020 08:18 AM PDT

AdQuick.com Launches Programmatic Software to Take the Risk and Uncertainty Out of Out-of-Home Advertising
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