Category Archives: Pay Per Click

AMP ENABLED ADS OFFER BETTER VISIBILITY & HIGHER CTRS, REVEALS AN ONLINE STUDY

mobile-marketing

Google introduced AMP technology to content publishers promising that they would not only be able to sell and distribute their own ads on AMP enabled pages, but also keep the revenue generated from those ads.

When it comes to loading speed, AMP enabled pages are miles ahead of the non-AMP enabled pages, but it remains to be seen if they deliver on the revenue front as well. The study tracking the performance of ads on AMP enabled pages so far drew following conclusions.

“We compared ad performance on AMP and non-AMP mobile pages across 150 publishers (large corporations and small businesses in different geographic regions) on our programmatic platforms. The preliminary results are encouraging.”

The study observed that

  • Around 80% of advertising brands received higher viewership of their ads on an AMP enabled platform as compared to a non-AMP platform.
  • Almost 90% of advertising brands received higher CTRs on their ads through an AMP enabled platform as compared to a non-AMP platform.

As per the survey, advertising brands themselves vouch for the fact that AMP technology has played a significant role in driving greater results for their brands.

Let’s see what Conor Beck, representative from one of the advertising brands TownHall Media, has to say about the performance of their ads on AMP enabled pages.

“We’ve seen a 90% decrease in page latency, 96% decrease in unfilled impressions, 65% increase in ad engagement and 32% increase in eCPM. Perceived load time improved from approximately 17 seconds to 2–3 seconds.”

So far so good. However, it’s still too early to actually make a fair assessment of the performance of ads on AMP enabled pages. There’s still a lot to be done in terms of enhancing the quality of published content and audience experience, opines one of the AMP project representatives.

As far as the future of AMP pages is concerned, the company plans to introduce two new ad units. Sticky Ads, AMP ads and Flying Carpet Ads are some of the support forums that provide help related to advertising on an AMP enabled platform. More information pertaining to AMP page advertising will be made available to businesses in the near future.

GOOGLE RESTRICTS PAYDAY LOAN ADVERTISERS FROM USING ITS ADVERTISING PLATFORM

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Google recently updated its personal loan advertising guidelines that will have an impact on a lot of financial players in the market. According to its new advertising guidelines, Google’s not going to let misleading ads and sites that openly promote dangerous payday loan offers to use its AdWords advertising space.

…we’re banning ads for payday loans and some related products from our ads systems. We will no longer allow ads for loans where repayment is due within 60 days of the date of issue. In the U.S., we are also banning ads for loans with an APR of 36% or higher.

Because of the Short Payback Periods

As per new AdWords guidelines, Google will no longer accept and show ads promoting payday loans requiring repayment within a couple of months. The reason being, Google doesn’t intend to host brands that run ads promoting higher interest rates and short repayment cycles as they may lead a lot of borrowers to sink into unmanageable debts. By banning offers from websites that can possibly harm the end user, Google’s latest policy update will help businesses that offer better repayment options to the consumer.

This change is designed to protect our users from deceptive or harmful financial products and will not affect companies offering loans such as Mortgages, Car Loans, Student Loans, Commercial loans, Revolving Lines of Credit (e.g. Credit Cards).

Taking a cue from Facebook and other online advertising platforms, Google’s banning ads from websites that mislead users into buying short repayment cycle bound personal loans. As per its existing Ad policies, Facebook bans any form of paid advertising on its platform that promotes payday lending, irrespective of their repayment terms.

Because of the High APRs

Also, Google intends to restrict advertisers that promote personal loans having more than 36% of APRs. This, in turn can impact several online businesses which offer personal loan schemes, with over 36% cap through their site content or via SEM ads.

Short Repayment Loans and Payday Loans are particularly infamous for offering loans at higher Annual Percentage Rates (APR). However, escalation in the rate of interest can reach over 400% mark, which totally depends on the borrowed sum. Leveraging these kinds of loans puts greater financial burden on the consumer, who finds himself unable to clear the debts owing to the saddling of high-interest rates.

When reviewing our policies, research has shown that these loans can result in unaffordable payment and high default rates for users so we will be updating our policies globally to reflect that.

Google’s latest endeavor is so designed to protect consumers from getting involved in deals that could harm them financially. In order to protect borrowers, Google’s pushing for small loans at 36% APR cap on both federal and state legislationlevels, which will help counter the devastating impact that 300% loans have had on struggling families.

By restricting sites offering personal loans with high APR and short payback time, Google’s trying to protect the consumer from getting involved in deals that are difficult to pay off. However, this may take time, as the 36% Rate Cap is Gaining Renewed Acceptance and notices are being sent across to personal loan issuers to make their site content and offers compliant with the new personal loan based guidelines in the next couple of months.

BING LURES ADVERTISERS BY ROLLING OUT NEW CALLOUT AND REVIEW AD EXTENSIONS

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Improving the quality of your displays ads with extensions is one of the best ways to make your website stand out in front of your target audiences. To help advertisers achieve that, Microsoft-powered Bing network recently rolled out not one, but two ad extensions. According to reports, Bing rolled out two ad extensions last week, viz Review and Callout extensions, in all Bing ad markets; except in countries like Taiwan and Hong Kong. Hence, advertisers can make use of both these extensions to not only build trust but also increase their click through rate. Let’s see how advertisers can make use of both these extensions that will now be a part of Bing’s ad network.

Callout extensions

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As an advertiser, you can add up to 20 Callout extensions in your ad campaign and display as low as two Callout extensions in your ad group.

But, as to how these callouts show-up on the ad network may vary in terms of the ad format. The ad shown above displays two lines of callout ad extensions, wherein one features dot separators (“Free Cancellation”) and the other shows up with dash separators (“The 20 best hotels in Chicago, IL”).

Review extensions

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Review extension is quite useful as it helps to extend the authority of the site. To do that effectively, you need to get reviews from your industry specific, credible sources. Besides that, these reviews must show up on the landing pages that are specifically designed for this purpose. To have a positive impact on your site, reviews need to be worked out accurately along the lines of the original review idea.

The ad display shown above has two lines of callouts and extended site links which come along with review extensions, displaying a review from the World Travel Awards.

Advertisers can add both these new features from the Ad Extension tab on their Bing Ads dashboard.

GOOGLE ADDS TO LOCAL SEARCH MARKETERS’ WOES BY BRINGING TWO AD CHANGES

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Google likes to be in control and that’s why it keeps making changes in its search algorithm, to keep businesses guessing and the search industry on its toes. This time again Google made some changes to the local SERPs. These changes will have an impact on searches pertaining to the physical location of businesses, especially retailers and service providers.

Ads to Now Appear in Local Finder Results

Business ads find themselves in a new space, in the Local Finder results as big brands are being forced out of the local SERPs. Locating these branded ads now becomes a task as the user has to click on the “More Places” option that is being served in Google’s three pack search results. Brian Barwig, the local SEO specialist spotted these ads first in the Local Finder results.

Panic will set in amongst businesses with ads being moved to a new place. But this also serves an opportunity for businesses, especially the lowly ranked service providers and retailers who will now have to figure out a new way to find a place in Google’s top three search rankings. They will have to do so quickly as the new functionality now requires a user to click on the “more listing” option in Google’s SERPs to search for information about the bottom listed businesses. Besides that, SEOs will have a hard time figuring out how to move their clients’ organic search ranking to the top of the SERPs.

The ads that now show up in the Local Finder results will make use of AdWords extensions to get a physical location for listed businesses. The process is similar to the updated Google Map feature that uses AdWords location extensions when searching for a business location. But unlike results in Maps, Business Ads listed in the Local Finder results are not pinned on the Map results.

Let’s see what a Google spokesperson has to say about this new experimental test. “We’re always testing out new formats for local businesses, but don’t have any additional details to share for now.”

Google Maps No longer a Search Partner

Besides announcing a few changes in how ads will show up in Google Maps, Google has now officially removed Google Maps as a Search Partner. On one hand, Google is doing away with the regular text ads and on the other it may soon display ads along with location extensions in Google Maps. Moreover, Google has also made it known to businesses about its decision to remove Google Maps services as a Search Partner.

Here’s what the changes in the Maps’ status may mean to the users

  1. Businesses using location extensions will now be able to run ads in Google Maps to see a surge in their click through impressions when their ads are displayed in the Maps.
  2. Businesses that are search partners but opted out of the location extensions could witness a drop in their click through impressions since their ads are no longer being displayed in the Maps.

Google plans to include more businesses in Maps Ad auctions, which is why it’s been included as a part of Google’s search inventory. Google’s emphasis on location extensions is purely on the basis of it’s over dependence on structured data and feeds, which online retailers will vouch for.

For more info, write to us at sales@ebrandz.com.

GOOGLE TARGETS US AUTOMOTIVE ADVERTISERS THROUGH AUTOMOTIVE MOBILE SEARCH ADS

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This time Google’s doing its bit to help the cause of US automakers by launching specialized mobile search ads for US auto manufacturers and dealers. Google had initially announced this in May last year, but it is only now being made available to Google AdWords subscribed US advertisers.

The US automotive advertisers, especially the Original Equipment Manufacturers (OEM) can now run Model Automotive ads via Google’s mobile search ads for automakers and models. Google’s mobile search ads include large resolution automotive model images, performance details along with the manufacturers’ website links, nearby available dealers and other information.

At present, US auto manufacturing giants such as Ford and Toyota are relaying their ads on Google’s model automotive ads platform for some of their models. About the customer engagement rates, Google says that on an average it’s 30% on the higher side as compared to standard text ads.

Dionne Colvin-Lovely, Director of Traditional and New Media for Toyota Motor Sales, USA says, “Across our core line of car models, we’ve seen a 45-percent increase in conversion events and a 30-percent decrease in CPA compared to standard text ads.”

The US automotive franchise and authorized dealers can also make use of the new format for mobile ads on Google. The new format for automotive ads includes location and directions with the click-to-call functionality for local dealers, which is currently being displayed at the top of mobile SERPs. The dealer ads combine well with the Model Automotive Ad version, which is easily accessible from the “Dealers” tab.

The fact that more than half of Google powered automotive searches now happen on mobile is what Google took into consideration while coming out with automotive search ads for US auto dealers and manufacturers. Besides that, Google image searches of car and truck brands increase by 37% year over year and the mobile platform contributes to 80% of these searches. Also, Google searches for nearby car dealerships is now twice more than in the previous year, with the mobile platform again contributing to almost 80% of these searches.

For more info, write to us at sales@ebrandz.com. You can also check out our Pay Per Click packages if you’re looking out for professional help.

GOOGLE TO ROLL OUT A MAJOR ADWORDS UPDATE TO SUIT THE REQUIREMENTS OF MOBILE ADVERTISERS

ppc-ad-extensions-banner

Google’s reportedly in the process of rolling out a major update of it’s revamped AdWords platform to better suit the mobile marketing requirements of AdWords advertisers. It does make sense, since almost all Google searches now happen on mobile rather than the desktop. Google recently made an official announcement through an AdWords blog by stating that the update will take place gradually, over a couple of years.

So, what are the changes that marketers can look forward to with this new update? Well, Google just provided us with a glimpse of what businesses can expect. Here’s a snapshot of Google’s AdWords blog post.

What businesses can expect out of the update?

As per Google’s AdWords blog post, the update is specifically designed to cater to the needs of Google’s AdWords bound subscribers. The update is aimed at making it convenient for businesses to manage their AdWords campaigns and to help them locate their data more easily. Google’s official blog post on the same, reads as below

“At the end of the day, you need simple yet powerful tools that help you do more in less time. You should be able to complete your most important tasks, like managing ad extensions and building reports, all in one place. With less clutter and more intuitive workflows, you can quickly make the changes that move your business forward.’

When can businesses expect to see these changes go live?

Businesses will need a further invite from Google to use these new AdWords features, which may not happen anytime soon. Google’s AdWords blog reads as below

“Through 2016 and into 2017, we’ll continue to build out this new AdWords experience, and invite advertisers along the way to try it out and provide feedback. Invites will be sent based on a number of factors, therefore not all advertisers will be able to test the new experience right away.”

All AdWords bound businesses need to do is wait for their turn to be invited by Google to use it’s redesigned AdWords platform. If you receive the invite, do keep us posted about your experience of using the new AdWords platform.

For more info, write to us at sales@ebrandz.com.

GOOGLE’S LATEST EXPERIMENT ALLOWS USERS TO CALL/TEXT GOOGLE TO FIND A LOCAL SERVICE PROVIDER

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Google in the recent times has been experimenting a lot on developing new advertising strategies to deliver more value to its existing advertisers. From addition of new AdWords editor to simplifying Google Analytics services for businesses and offering 24-hours AdWords support to Search Advertisers, we have seen Google do it all. Continuing the sequence, Google added a new feature to the ads that allow searchers to contact (via call or text) Google to find local service providers. Joe Goldstein of Navolutions was the first to spot the newly added feature, when a Google search on “plumber los gatos” resulted in an ad reading “Call Google to find a trusted local plumber.”

google-call-text-experiment

On clicking this ad, he was directed to a dedicated landing page of a new service titled “Concierge”, which for the time being addresses plumbing related queries only. By using this new feature, you can make a call or text Google directly to get in touch with a trustworthy and reliable service provider in your area.

When you dial the number, a Google representative will discuss your concerns and based on your requirement will assign a service provider to get in touch with you. After that, a pre-screened and Google recommended service provider will give you a call in the next few hours to book an appointment.

“We do the research, you choose the right plumber”, read the tagline at the top of the pre-screened list of plumbers recommended by Google. Which means that the users will get calls from the pre-screened list of Google backed service providers in the area and based on their quotes one can choose the business that fits their requirements and budget.

What Google’s trying to convey through the experiment?

By adding a human component to the proceedings, Google may be acknowledging the fact that it’s search engine capabilities are falling short of expectations or that it has completely lost confidence in its algorithmic searches when it comes to returning with information pertaining to the most reliable and trustworthy service providers.

Through its latest experiment, Google’s accepted the fate of its home service ads debacle launched last summer, which fell short of the company’s expectations. With this new experiment, Google is trying to convey that it’s moving away from the automated algorithmic searches in a new direction. But only time will tell how successful Google’s latest endeavor will turn out to be.

For more info, write to us at sales@ebrandz.com.

GOOGLE TO NO LONGER SPORT ADS ON THE RIGHT SIDE OF DESKTOP SERPS, WITH ONE EXCEPTION

search

What is being referred to as one of the most dramatic advertising moves, Google will now allow advertisers to place ads on the top and bottom of its SERPs.  This will completely free up the right side of desktop search results. And as a compensatory measure, the company’s offering extra ad space for advertisers to display four ad units instead of three, at the top of the search results by branding them as “highly commercial queries”.

In hindsight, it’s not at all a surprising development, since Google tested this new ad functionality way back in 2010. Over the years, this functionality has gone through some modifications. Users outside the US started noticing four ads being displayed on top more frequently, since late last year.

But this may change altogether. Google’s spokesperson confirmed that the new SERP, comprising of four top ad units, will soon be rolled out to support all language searches on a worldwide basis. So you may no longer see any ads on the right side of the search results, except for the PLAs (Product Listing Ad) that will continue to exist, both on the top and the right side of desktop SERPs.

The new ad functionality will sport an additional fourth ad unit for highly commercial queries, which is what Google’s official statement says.

“We’ve been testing this layout for a long time, so some people might see it on a very small number of commercial queries. We’ll continue to make tweaks, but this is designed for highly commercial queries where the layout is able to provide more relevant results for people searching and better performance for advertisers.”

The removal of right side ads will impact desktop searches as well as the advertisers, worldwide. And what is being branded as highly commercial queries like “the hotels in Las Vegas City” or “travel insurance”, etc. will appear as the fourth ad unit on the top of desktop’s SERPs.

Desktop SERPs minus the right side ads will now appear to be more similar to mobile SERPs. However, the Google mobile ads space at the top sports either two or three ad units in the search results.

Need some expert help in this matter? Just write to us at sales@ebrandz.com and our professionals will be in touch within 24 business hours.

You are wasting some serious money on AdWords, if…

pay-per-click

There’s nothing like Google AdWords & I am a huge fan of this self-serving Ad platform. But one thing is for sure, it is not fruitful for everyone. I have seen many people wasting some serious money on AdWords. So it’s imperative to understand that not every company can benefit from it. I have identified 5 reasons you shouldn’t advertise on AdWords. Going through it before launching an Ad campaign will save you some money.

1. No one is searching for your product

People use search engines with a definite goal. Unlike Facebook or news websites where people just browse through random articles and things, they use a search engine to find something in particular. So if you are selling a new product then it is highly unlikely that searchers will be looking for your product.

For instance, if you are marketing a new product that offers an ad free television watching experience, what keywords could you buy? “Alternative to VCR”? If you are selling something that people are unaware of, you are going to flush out a lot of money and time on AdWords, because no matter how hard you try, your campaigns will have to strive for even a few clicks.

2. Your budget & ad quality is low

You pay a particular amount to AdWords each time a searcher clicks on your ad. And how much amount you will pay is decided by auction. The higher you are willing to pay for each click, the better your position will be on the page.  However, you can still win a higher position at a lower price with highly relevant keywords and ads. Because apart from money, Google cares about the quality & relevancy of the ad too.

So if your ad quality is poor & your budget is small, AdWords is not your cup of tea.

3.  You’re new to SEM

Search Engine Marketing (SEM) can be done with ease but to do it perfectly, you need to work really hard. You will have to continually update yourself. Did you know that an SEM professional’s 60% time goes in learning something new and updating themselves? Only 40% of their time is spent on actually making campaigns.

So if you are willing to spend on AdWords just after reading an article on “How to book an Ad on AdWords”, it’s not going to do the trick and it will cost you money. The best option is to hire someone with years of knowledge on the same or an experienced agency with proven results.

4. Lack of proper conversion funnel

If you have an awesome product which is best in class but a poor website, then consumers will doubt the quality of the product as well. A customer may read a lot of reviews, take suggestions and tips from many, but in the end he makes a decision based on emotions. So if your website is lacking the trust-factor, then you are going to bear a huge loss.

To succeed with AdWords, a great conversion funnel is a prerequisite. Your landing page, Text Ad, and the form should give your potential customers the confidence that you are the perfect seller for their requirements.

5. Your offerings are not exceptional

If your offer is not jaw dropping, or at least “Good”, then it is very unlikely that you will get expected results from AdWords. For instance: If you sell a USB light worth $10 with additional charges for shipping, and on the other hand, your competitor is offering the same or alike product for $6 with free shipping then be assured that even the best AdWords campaign will not be able to save you.

Nowadays people are spoilt of choices and they can compare products, prices and offerings with just a single click. Hence, a good offer is essential. However, if you have a recognised brand, then maybe people will buy from you for a higher price because dude, “its Branded”!

Takeaway

Google AdWords has been here since 2000 & thus chances are high that your rival companies are already running AdWords campaigns. So if you want to get desired results, your campaigns should be equal or even better than your competitors.

The above-described factors help you determine your exact position as compared to your competitors. Do you have a good consumer funnel? Is your landing page great? Do your offer an exceptional product? Do you have the right website?  If your answer is yes for all these questions, then be assured that you are going to reap mammoth benefits from AdWords.

But if your answer is no, then we can help you with that. Just write to us at sales@ebrandz.com or call us on our toll-free number 1-888-545-0616. You can also request a PPC Audit worth $249 for FREE.

3 NOT SO POPULAR BUSINESS IDEAS TO POSITIVELY IMPACT YOUR PPC CAMPAIGN

pay-per-click

How about trying out something new or out of the box for your PPC campaign in 2016? Listed below are some easy PPC ideas that will positively impact the bottom line of your business.

1) Power your site with HTTPS

Since Google prefers to index HTTPS pages on priority basis, it won’t be such a bad idea for you to consider it as one of your top priorities. This becomes an immediate next step for several businesses after Google recently announced that HTTPS does have a bearing on the search rankings. So, don’t take them lightly as the search giant has already given its green signal to ads in HTTPS format. This is done not only to enhance your users’ ad experience but also to convey a message to the advertisers.

Our HTTPS Everywhere ads initiatives will join some of our other efforts to provide a great ads experience online for our users, like Why this Ad? Mute This Ad and TrueView skippable ads.

Just like its mobile friendliness initiative, Google’s HTTPS-enabled site compliance promises a lot of benefits for businesses as ahrefs points out here:

  • When traffic passes to an HTTPS site, the secure referral information is preserved. This is unlike what happens when traffic passes through an HTTP site, and it is stripped away and looks as though it is ‘direct.’
  • It encrypts all communication, including URLs, which protects things like browsing history and credit card numbers.

On the other hand, there are several things that you need to consider before getting one for yourself.

Moreover, businesses may find it difficult to adopt this rather confusing service model, largely due to its expensive side of things.

But still if you’re mulling this option then just try these resources:

At the end of the day, there are several businesses who may be against the idea of adopting such an expensive service model, but that isn’t reason enough for you to not have one for yourself.

2) Target your audience through “how-to” video content

Don’t neglect the potential of a well thought-out video ad. They are the new in-thing with the new breed of advertisers, which includes B2B professionals as well. It may not impact your sales figures directly, but owing to their engagement level and consumption rate you need to consider them as a part of your business marketing strategy on an urgent basis. In order to get started, you may consider the ever growing “how to” video stats on YouTube.

Besides using Google’s Trends and Consumer Surveystools, you can also gather some important business information on the basis of the FAQs related to your products and services.

Post that, you can target your audiences on the basis of your video content via YouTube and Google Display Network platforms.

3) Offer live solutions to your customers with Live Chat enabled landing pages

If the recent findings by Forrester are anything to go by then around 44% of online consumers found inputs from a Live Chat assistant really helpful; especially during their online transactions. And on the top of that, the 2015 Zendesk report showed that no other channel can beat Live Chat when it comes to customer satisfaction.

So, whether you have a B2B or a B2C business, Live Chat can come in handy to solve queries of your click-through audience.

You can also do some soul searching here before you too get tempted by the idea. Consider these important aspects before you adopt Live Chat for your website landing pages.

  • Data
  • Design
  • Integration abilities

So, are you ready to try something new in 2016

So, whether you provide B2B or B2C services, you can use the above-mentioned rules to positively impact the conversion rate and the ROI of your company. And there’s no harm in trying out such alternatives, especially if you’re short of ideas or running out of options.

Need help with managing your PPC campaign? We can help. We are certified as Google Partner and Bing Ads Accredited Professionals. You can check out our PPC packages here. And do not forget to request a PPC Report (Worth $249) for FREE. For more info, write to us at sales@ebrandz.com.