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Understanding the Incremental Value of PPC

Understanding Incremental Value of PPC

With the plethora of marketing channels in the mix, one of the burning questions that we find our clients asking is: “How much incremental value is driven by PPC?” For many, understanding this is vital when considering profitability and return on investment for a given activity.

Incremental value is the additional value that is driven by a marketing channel, which would not have been generated by any other means. It could be considered the holy grail of understanding the real value of your paid marketing activity, even beyond multi-channel attribution analysis.

Within the sphere of paid search, it is possible to use remarketing to get closer to the truth of incremental value. Let’s see how! Continue reading »

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A/B Testing Failed: CTR No Valid Criterion for Ad Quality?

A/B Ad Testing

Ad optimisation is one of the most important measures you can take to improve your AdWords Quality Score and, thus, the competitiveness of your PPC campaigns. Generally, you can use the click-through rate (CTR) as your main criterion to make the quality of your different ads comparable. However, there are a number of shortcomings that actually result in ads with (apparently) higher CTR, but worse performance.

Today, I would like to take a closer look at one of these special cases. My theory is this: if you select “Optimise for clicks” for your ad rotation settings, the CTR is no longer a valid criterion for ad quality.  Continue reading »

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Recap: Google Introduces Manufacturer Center, Apple Wants to Deliver Ads Based on Your Account Balance

Recap Week 30

It’s Monday and time for our weekly recap. Last week, we heard about the new Manufacturer Center introduced by Google, as well as about Apple filing a patent application for delivering ads based on a user’s account balance.  Continue reading »

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4 Basic RLSA Strategies You Should Definitely Pursue

RLSA-logo

Remarketing lists for search ads (RLSA) is a feature that lets you customize your search ads campaign for people who have previously visited your site, and tailor your bids and ads to these visitors when they’re searching on Google. (Google)

Remarketing Lists for Search Ads (RLSA) are a very powerful opportunity for segmentation and optimisation, and should definitely be implemented in all of your AdWords accounts. To give you a head start on RLSA, I would like to explain some basic but useful approaches to Remarketing Lists for Search Ads.  Continue reading »

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Should You Optimise AdWords Ads for Mobile?

Hero_Mobile-Shopping

As most of you probably already noticed, your accounts’ mobile traffic volume has been increasing steadily over the past few years – depending on your bid modifier settings of course. Yet, according to Google, you will estimate the value of mobile advertising too low, if you only consider direct sales happening on your website. This is because a large number of users – while they search for products via their smartphones, e.g. on the way to work – ultimately purchase goods via their desktop computers or other devices.

With this in mind, I’ve tested whether or not optimising ads for mobile devices may be the key to maxing out the potential of mobile traffic and to boosting direct sales. The results came as quite a surprise!  Continue reading »

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Advanced Optimization Of Google Shopping Campaigns @senginland

SEL-Advanced Optimization Google Shopping

A few weeks ago, our founder and CEO Andreas Reiffen (@AndreasReiffen) presented some very exciting, surprising and useful Google Shopping insights at SMX London. Yesterday, he had the honour of sharing the key findings from our research and testing in an article at the renowned Search Engine Land titled “Advanced Optimization Of Google Shopping Campaigns“.

To show you how exciting this is, here’s a short excerpt from the text including some of the key findings:  Continue reading »

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How to Maximise AdWords Revenue by Scheduling Bids According to Payday

PayDay-Scheduling

Some time ago, I looked at the performance of the Danish account of one of our clients, an international fashion retailer, and noticed that both traffic and conversion rate (CR) are usually highest – up to 55% above average – on the last two to three days of each month, lasting until about the third day of the following month:

Figure 1 - conversion rate above below average

Figure 1: CR is up to 55% above average around end of month, which, in turn, leads to a higher efficiency on these days, also significantly affecting the return on ad spend (ROAS) (Data: Jan – Jun 2015)

These are exactly the days when people in most European countries get their pay checks – an event that seems to have a clear influence on PPC performance. Based on this finding, I scheduled bids and managed to maximise the overall revenue achieved for my client. As this is undoubtedly interesting for a lot of people out there, I want to share with you how I did this.  Continue reading »

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Recap: Google Testing Shopping Features, Facebook Changes CPC Calculation, AOL Eyes Mobile Ad Network

Recap28It’s Monday and time for our weekly recap. Last week we heard about additional tests on Google Shopping ads, Facebook changing the way it charges for clicks, and AOL looking into buying mobile ad network Millennial Media.

Google Continues Testing Low Price Alerts Within Google Shopping Ads

Google already experimented with price messaging in Shopping ads in the past, e.g. the price comparison feature we told you about last week. CommerceHub just found another price-related PLA test:

Großartiger Preis Google Shopping

Source Screenshot: CommerceHub

The message in the line below the retailer’s name says “Great price”. In this example, it seems to replace ratings stars, as they appear in the two ads next to it. Google will continue playing around with low price alert messaging in PLAs as holiday season is approaching.

In addition, TheSEMPost has spotted a hybrid ad that’s being tested in the USA:

Google Shopping Hybrid

Source: TheSEMPost

It’s the biggest ad ever seen on Google, consisting of a Google Shopping ad and information from the Knowledge Graph. According to TheSEMPost, these ads only appear when users search for very specific terms such as Canon Mark III. It’s a good thing that Google is testing so many new features and types, although I’m note sure this one will prevail. It offers a lot of useful information on the product, but leaves no place for other ads.

Facebook Changes its Way of Charging Ads Based on CPC and Releases Ads Manager App for Android

Last week, Facebook announced its update of how Cost per Click (CPC) is measured. From now on, Facebook is “updating the definition of cost per click (CPC) […] to only include clicks to websites and apps, and not likes, shares and comments.” As a result of this change, some campaign reporting metrics related to clicks may look different and CPC may increase – making the click more valuable – while CTR will decrease. Nonetheless, advertisers will profit from the change as CPC and CTR values get much more realistic and marketers will be able to better align campaigns according to their goals.

In addition, advertisers will have the chance to look into their CPCs and CTR using the Ads Manager App for Android. Although the Ads Manager was announced in February, the app only became available in the Google Play Store last week.

AOL is Looking Into Buying Mobile Ad Network Millennial Media

AOL recently called a lot of attention to themselves, e.g. by closing a deal with Microsoft, launching its ad platform One or being taken over by Verizon Wireless. Techcrunch now reports on a possible acquisition of mobile ad network Millennial Media for approx. $300 to $350 million. As a reason for AOL to become more active in the mobile ad market, Techcrunch states that:

Part of the reason for AOL’s and Verizon’s interest in mobile advertising is because this is where the growth is: as the number of smartphones and tablets has continued to expand, so has consumers’ usage of mobile apps and mobile web-based services. That has had a large knock-on effect on the mobile ad market.

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How We Migrated 8.5M Ads to Upgraded URLs Without Losing Performance

July 1st was Google’s deadline for its Upgraded URLs, promising to make life easier for marketers in the long run. Up to this date, however, advertisers had to deal with migrating hundreds of thousands of URLs, while ensuring that performance was not suffering. Whereas some advertisers struggled due to the workload, bugs and other hurdles, we managed to migrate 19 million keywords and 8.5 million ads without loss. In the following, I will explain how we managed to do this.  Continue reading »

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Recap: Price Comparison in PLAs, AOL Closes Deal with Bing, Yahoo Implements Google Search Results

Recap_27

It’s Monday and time for our weekly recap. Last week we heard about initial signs for price comparison within Google Shopping, a new deal between AOL and Bing as well as Google results in Yahoo SERPs.  Continue reading »