Our industry is ever-changing. Get insights and perspective from our experts as we share our knowledge and experience on how to successfully navigate the marketing landscape.
Our own Sara Whiteleather, VP of Media, was recently interviewed for eMarketer's latest report on Global Digital Ad Spending by Jasmine Enberg. The report details fascinating findings, like the fact that for the first time, digital will account for >50% of total global media ad spending. Sara spoke with Jasmine in depth about the shifting media landscape and AMP Agency’s focus on driving greater efficiency and a stronger customer experience through the convergence of digital and traditional channels. In the report, Sara shares, “Brands are continuing to break down the traditional marketing silos and think about customer experience first and foremost. That applies to traditional vs. digital and paid vs. owned. They’re thinking holistically about how to reach consumers across all the different touchpoints in the full marketing ecosystem.” Check out the full report from eMarketer here: https://www.emarketer.com/content/us-digital-ad-spending-2019
According to a blog post released by Google on February 6, 90% of Internet consumers accomplish tasks through the use of multiple devices (desktop, tablet and mobile). On Wednesday, in an attempt to stay ahead of this changing user behavior, Google announced its most recent 'upgrade'? to AdWords ' enhanced campaigns. By June 2013, AdWords will be removing its campaign level device-targeting setting and will instead target all device types together. This announcement has left many advertisers up in arms and for good reason. As a common best practice, paid search campaigns have been managed differently across mobile phones, tablets and desktops due to varying consumer intent, performance results, and costs. The roll out of enhanced campaigns will force advertisers to combine tablet and desktop performance and pay the same cost per clicks (CPCs) for both, regardless of previous efficiency advantages of targeting the devices separately. Additionally, mobile bids will be set as a multiplier of desktop and tablet bids, but knowing what that multiplier should be is still unclear to most advertisers. And if one device type is experiencing particularly high bounce rates, it will likely negatively skew total conversion rate performance if reporting can no longer be broken out by individual device. Stripping advertisers of their campaign control in this way begs the question: Is this just a ploy for Google to drive up CPCs across the board in the face of revenue concerns? That is not to say that everything about the new interface is bad. By determining whether a user is browsing on their home/work computer or on-the-go, Google has the ability to tailor the most appropriate ads for the consumer's situation. For example, users searching for a restaurant from a desktop or tablet are probably interested in browsing the menu, whereas a mobile searcher is most likely looking for an exact location or directions. By having insight on where the search was initiated you can appropriately tailor search results to different situations, including the ability to bid higher or lower based on a user's location. Additionally, Google's enhanced campaigns will include reporting on an individual sitelink level. This is great news for advertisers who were frustrated with only being able to see performance data for a block of sitelinks, instead of having the ability to identify the best and worst performers. And by creating a less confusing AdWords experience, Google will likely boost their retention of new advertisers. At a high level, the theory behind the AdWords changes sound great. But will the increased simplicity of ad creation and campaign management across multiple devices present new control challenges for paid search advertisers? Almost undoubtedly, yes. But isn't finding creative workarounds and new ways to 'beat the system'? half the fun?
In this week's Insights Lab video, Joel Breen, Account Director, shares how consumers' search behavior shifts during the Holiday season and how marketers can ensure their search strategy is optimal for this crucial holiday season. Tweet us @AMP_Agency to let us know what topics you want to hear about!
This week in the Insights Lab, Megan Walsh, Account Supervisor, Paid Search, gives an overview of contextual design for paid search campaigns as well as tips and tricks on how to improve search listings through contextual design. Tweet us @AMP_Agency to let us know what topics you want to hear about!
Quality Score can be a frustrating concept for a Paid Search Marketer. We are used to immediacy and hard results, but Quality Score is always a little less tangible. The other day we were brainstorming ideas for an account that has broad keyword targeting and therefore low CTR's and poor Quality Score. We decided to make a small tweak to our Display URL and move the term after the forward slash, in front of the domain. In the previous format the domain was the only text extended to the headline but when keywords precede the domain, Google also allows them to show in the title. This resulted in a format similar to extended headlines and significantly improved metrics. During the two week test, we ran the exact same ads with two different Display URL's. The new URL had a CTR 28% stronger, CPC's 13% lower and Conversion Rate 67% stronger. However, the biggest gain that came from the test was improved Quality Score. Our highest volume keyword had been at #1 since launch and moved to #2 during the testing period, a major improvement that has now shown even further improvements on CPC's. While a large majority of Paid Search is data and analysis driven, this experiment exemplifies how it can also be very basic graphic design. Figuring out how you can manipulate your ads to drive the right format can lead to a substantial increase in site traffic. This is a practice that Google is constantly using and becomes extremely apparent in a 10 year difference of the Google Search Results Page for the keyword 'flight'. Their constant tweaking has lead to a 12% increase in Paid Search CTR this past year, which is something Paid Search Marketers should be taking advantage of within their own creative units. It will not only lead to naturally improved metrics, but Google should also reward you with improved Quality Score for following their own best practices. Source: http://searchenginewatch.com/article/2092677/Google-AdWords-CTR-Improves-Yahoo-Bing-Both-See-PPC-Spending-Increase
Social media scored big points yet again last week as Google announced the new +1 feature to its search listings. Essentially, this is their response to Facebook's 'Like'? as it integrates social signals into their search results. Searchers will be able to select a +1 button listed next to paid and organic search results (and in the future can be placed by webmasters next to content a la Facebook connect) for listings deserving of positive feedback. Why is this important? It indicates Google's continued transition toward weighting personalization and actual user feedback into their results beyond algorithm based indicators such as inbound links. It is also a direct counter move to Microsoft's Facebook integration into their Bing search results. Yet it moves one step further in enabling +1 on both paid and organic search listings. At this point distribution of +1 is extremely limited (less than 1% of searches) but will expand over the coming weeks. Initially, my thoughts surround a few topics. How should advertisers respond? The bottom line remains the same. It's rather simple actually - create value for the customer. Provide relevant, fresh content and a quality user experience and you will be liked, +1nd, retweeted, friended, shared and rewarded. Paid search: For advertisers we've relied on CTR as a measure of relevance, adding the +1 feature will help provide insight into consumer perceptions of messaging. Advertisers will be able to leverage this data in their search copywriting. As for other measures, according to Google, Quality Score will not be impacted. Campaigns should therefore be monitored for performance variations as the +1 buttons are distributed more widely. Organic Search: Google's evolution toward personalization is a good thing in my opinion and should be encouraged. Yet, whenever they make changes to their algorithm there are always those that are going to try to beat the system. We can expect a whole new suite of black hat SEO tactics to surface. While I certainly do not condone these antics, they should be acknowledged and monitored. Some general items to note: Google +1 is currently available only by the opt-in method by using the Google Experimental link: http://www.google.com/experimental/index.html A Google profile must be activated. Full +1 functionality will be available when a user is logged into a Google account; When logged out ' users will be able to see the total of +1 votes without the user names Search Results: Paid Search: All Adwords listings will get +1 buttons. Advertisers will not be able to shut them off; quality score will not be affected. Advertisers should monitor impact on CTR. Organic: +1 feature will influence search engine rankings based on activity within an individual's social network Reporting: Google Webmaster Tools will be able to provide stats behind both organic & non-paid listings For Webmasters: +1 buttons (similar to Facebook 'Like'? Buttons) next to content are expected to roll out within months and should be added to content Privacy: By enabling the +1 feature, Google will take note of the following: Gmail/Google chat contact lists, Google Contacts, and people you follow on Google Buzz/Google Reader