Google

Leverage Google Shopping to Drive Holiday Results

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Ask anyone how Google Shopping has performed in 2018, and you're likely to hear how it is dominating the retail search marketing arena. Combining Google shopping with your current digital strategy can only enhance performance in sales. With consumers spending over $19.6 billion online during the five-day period from Thanksgiving to Cyber Monday in 2017, now is the time to prepare your campaign strategy for this year’s shopping season. 

How can you leverage Google Shopping? Check out a few tips to increase efficiency, gain user engagement, and boost conversions on your Google Shopping holiday campaigns.

Set Your Budget and Key Performance Indicators Early

Before doing anything else, Google recommends reviewing historic holiday campaigns and evaluating campaign performance and necessary budget adjustments. Note any days where your click share decreased but retail query volume increased, and budget more for those days to avoid missing potential customers. Flexibility in budgeting can help your campaign survive the fluctuations in holiday shopping.

Prep Your Feed

It also helps to take some time before heading into the holiday shopping season to make sure your product feeds are looking good. Get those product photos on point, upload promotions, and fill out product attributes with as much information as possible to minimize disapprovals from the outset. Also, enable Content API, automated item updates, and automated feed deliver to keep your product pricing and availability fresh.

Plan Promotions

Holiday shoppers love getting good deals, and many shoppers are swayed to make purchases based on the promotions available. Make use of merchant promotions to highlight your special offers and to schedule price changes ahead of time. Giving shoppers plenty of special deals during the holidays can boost the amount of clicks you get and ultimately drive your conversion rate.

Don't Overlook the Omnichannel Approach

Mobile remains king when it comes to retail at any time of year. In fact, Google tells its users to "double down on mobile shopping" because of the importance of maintaining visibility on mobile devices. We think it's critical to create a seamless experience over multiple platforms. After all, omnichannel marketing using innovative tools such Adtaxi's Quantum is essential for giving consumers the experience they expect and maximizing performance during the holiday shopping season and beyond.

High Quality: Understanding the Components of Ads Quality Scores

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Google [A1] Ads is an advertising tool that lets you connect with customers at the right time, control costs, and boost campaign performance. Even if you have never used Ads for anything other than a keyword lookup, you have probably noticed how the keywords have Quality Score ratings.

The Quality Score rating can have a big influence on how successful your Ads campaign is. It represents your ad's relevance to Google users' search queries, and Google uses it in addition to your highest cost-per-click to determine your ad rank. A higher Quality Score equates to better rankings and higher odds of landing in the top position in Google SERPs. Let's look at the following seven components of Quality Scores to understand why it matters, which is key to improving your overall score.  

Account Level

Google's [A2]  chief economist Hal Varian denies that an account level quality score exists. While it's not a metric that's available to Google users, it is a helpful category to keep in mind. The account-level score involves the history of your account and the performance of the keywords and ads you have used in the past. As a rule, accounts with stellar performance and a substantial history typically outperform new or poor-performing accounts. Improving on this level takes time and strategic planning, so choosing the right keywords and launching consistently good ads are crucial.

Ad Group

This [A3] score type provides insight into what needs work in your campaign, so you can restructure as needed to boost your score. For example, you might have a keyword quality score of 3 in one group but an overall score of 8. This tells you exactly what to prioritize — i.e., work on the lowest score areas first, and you will begin to see a difference.

Ad Level

Each [A4] of your ads is going to have its own click-through rate, and having a large percentage of ads with a low click-through rate can drag your score down. Incorporating a few Dynamic Keyword Insertion ads into your campaign can provide an organic boost, as these ads typically appear more search-relevant, which makes them more likely to receive clicks. Keep in mind that ads with high click-through rates that aren't converting may not affect your Quality Score, but they also aren't helping your return on investment.

Keyword Level

This [A5] is the score you can see right in the Ads main interface. Your keywords are scored from one to 10, with 10 being the best score. It's based on the number of search queries that match, which indicates the relevance of the keyword. Need to boost your score? Look at the impression share data, which tells you the percentage of time ads were displayed out of the total available slots open to you. If this metric is low, you might need to boost your bids or increase your daily budget to rank higher.

Landing Page

Google [A6] wants marketers to offer high quality websites with useful, relevant content. That's why they score your landing page based on three main factors:

·      Content: Are you providing original, useful content that's relevant to your keywords and ad text?

·      Transparency: Does your website deliver what people need and clearly state what your business does, the products you offer, and what you do with any personal information customers provide?

·      Navigability: Can people easily find information? Is the page designed and organized well for mobile and computer viewing?

Display Network

Google's [A7] Display Network reaches internet users on millions of sites using a passive type of advertising. When someone's casually browsing the internet, they might come across these ads, which often contain video, animation, and images. Display networks have different bidding options, and your Quality Score is tied to your ad's performance on the site you're eligible for. Targeting ads to the most appropriate audience and sites is essential.

Mobile

In [A8] today's marketing climate, you have to be mobile-friendly — if you're not, Google will penalize you for it. The distance between your business location and the user is typically considered when Google calculates your mobile Quality Score. Other factors include loading time, navigability, and user experience.

Understanding how Google Ads calculates your Quality Scores and all the important components is key to keeping your scores high. In turn, this enhances your marketing efforts to increase your results and boost your business.  

 

 [A1]Source: https://www.seo.com/blog/why-adwords-is-important-to-your-online-success/
https://www.linkedin.com/pulse/3-important-benefits-adwords-digital-marketing-shekhar-pawar
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A2]Source: https://klientboost.com/ppc/adwords-quality-score/
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A3]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A4]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A5]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
https://klientboost.com/ppc/adwords-quality-score/
 [A6]Source: https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
https://support.google.com/adwords/answer/2404197?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en
 [A7]Source: https://searchengineland.com/3-reasons-love-google-display-network-really-220673
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/
 [A8]Source: https://searchengineland.com/quality-score-leverage-points-275327
http://www.commonmind.com/blog/top-links/importance-of-mobile-web-performance/
https://www.ppchero.com/ultimate-guide-to-adwords-quality-score/

Google's Mobile Indexing and What It Means for Your Business 

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Is your company's mobile website being easily found by potential customers on their devices? If not, it's time to make some big changes because Google is now ranking business websites based on the mobile version rather than the desktop site.

Google announced this "mobile-first" change in late March. Mobile-first means its Googlebot will crawl your company's mobile site first for search engine optimization (SEO) indexing and ranking. Historically, Google has used the desktop version of your website's content for its crawling, indexing, and ranking practices.

Why the change? Not every company is using responsive web design for its mobile site, and, according to Google, that was causing issues for mobile searchers. So Google is switching to mobile-first content gathering, and recommending to site owners to make their content mobile-friendly as fast as they can.

Remember, this is mobile-first, not mobile-only. Google will still index your desktop site content, but keep in mind you're likely to lose out against more mobile-savvy competitors. Google's change is a reflection of the immense growth of the mobile web. It's estimated there are now some 10 billion mobile-connected devices in use around the world, which is leading to big growth in the ecommerce industry. 

Let's take a look at what Google's mobile-first indexing means for your content, and what steps you need to take to stay on top of SEO development.

Understanding Mobile-First

Having mobile-friendly and fast-loading content can help your mobile search results perform better. Typically, search rankings are affected by your site's load times, mobile-friendliness factors, relevant content, low-quality visuals, and proper meta tags, among other factors. If you gain site visitors from ads you've placed, do you want those mobile visitors to visit a site that loads slowly, enables pop-ups, and isn't overly optimized for mobile? Of course not! That's why your site needs to speed up its mobile capabilities.

One way to check how well your site is performing in mobile is through Google's Search Console service. If your site is already optimized for mobile, you likely have been notified via Search Console that mobile-first indexing is enabled for your site.

How Your Site May Be Affected by Mobile-First Indexing

Your site might be affected by this indexing move to mobile-first if you haven't made the necessary changes to your site's design. Here are some of the possible ways:

●      You maintain a separate mobile site (or sites) for your company. Does your company still use highly optimized, separate mobile sites? If so, you'll need to revamp this into a unified responsive design because the content, structured data, and meta data needs will all change.

●      You do not have a mobile site yet. If this is the case, why not? It's time to hire a website designer to get your site mobile-friendly, because that's where you'll find more potential sales. If you're unsure of what to do, use this free Google tool to check your site's mobile-friendliness factor. 

What It Means for Advertisers

Advertisers should pay close attention to becoming mobile-first. If you're offering a poor mobile user experience, you'll lose conversions and your bounce rates will soar. That could lead to a much lower pay-per-click (PPC) ad quality score, and higher cost per click (CPC). Ad budgets will shrink. Over time, all of these costs will accumulate, leading to higher costs per acquisition. That has a serious impact on leads and sales, and can put your business out of business.

So it's time to make changes. Try testing Accelerated Mobile Pages (AMP) for your site. This will help your site's indexing. Also, try using AMP ads. They load faster, and can lead to a better user experience and higher click-through rates for advertisers. Getting a more responsive design for your site will help you join the mobile revolution.

Google Analytics 301: Evaluating Ad Performance

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You've integrated Google Analytics and AdWords, and created a few conversion goals. Now what? Let your data do the work of evaluating ad performance by defining and monitoring conversion success.

Defining Success With Google Analytics Goal Conversions

The success of your goal conversion data will be based on its relevance to both business and marketing metrics. Learning what drives engaged visitors and leads to sales is essential for understanding which elements of an ad campaign worked well.

Fine-tune your Google Analytics goals to display just the data relevant to marketing decision-making. Whether it's click-through rates, impression counts, or destination tracking, setting the correct goal is the basis of evaluating your ad performance.

Monitoring Conversion Tracking With AdWords

To view the conversion rates for the goals you've created, sign into your Google Analytics account and navigate to the Conversions menu, then the Goals menu, and finally click Overview.

The Overview page provides a dashboard summary of key performance indicators, including the total number of goal completions over time (by hour, day, week, or month). If you've set up monetary values for your goals, this information is also available within the dashboard, along with conversion and abandonment rates. The most relevant data will come from your custom goals, where completion data can be imported into AdWords.

To import your goal conversions into AdWords, log into your AdWords account, then click the Tools tab and select Conversions. Click Google Analytics in the left-hand menu, and check the boxes next to the goals you'd like to import. Click Continue, select the overall settings, then click Import Goals.

AdWords will correlate your site engagement metrics alongside your AdWords performance stats to show the full customer cycle, from the initial marketing interaction to full goal conversion. Look for graphical representations of data that include bounce rates, session durations, pages per session, and the percentage of first-time sessions to show how efficiently your campaigns are performing.

Using Google Analytics Reports to Gain Marketing Insight

With data pulled from both your Analytics and AdWords accounts, the Google Analytics Reports function offers a wealth of marketing insight with just a few clicks. Create your own customized reports using the abundant choices in the Customization menu, or choose from five preconfigured reporting categories for easy user insights:

  • Real-time reports: Monitor user activity as it happens on your website with real-time user location data, traffic sources, and conversions.
  • Audience reports: Analyze your audience with demographic data, affinity categories, in-market segments, and engagement data.
  • Acquisition reports: View acquisition data from all traffic, social, campaigns, and AdWords, including detailed AdWords reports analyzing clicks, cost, CPC, bidding, keywords, and search queries.
  • Behavior reports: Observe user behavior flows, view average page loading times and speed suggestions, track events, and manage events flow.
  • Conversions reports: Access goal conversion data with reverse goal paths, funnel visualization, goal flow charts, Ecommerce behavior, sales performance, multi-channel funnels, and attribution models.

Google Analytics provides easy access to your site engagement metrics, and world-class data analysis tools to assist digital marketers in evaluating ad performance.

Google Analytics 101: The Basics

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As the most widely used web analytics service on the internet, Google Analytics offers website marketers world-class traffic analysis tools at no cost. While enterprise users may wish to upgrade to the fee-based Analytics 360, the standard Google Analytics service offers plenty of tools to help marketers optimize website usage.

Uncovering Essential User Data With Google Analytics

The Analytics dashboard allows for a fast comparison of page views and users over time, high-traffic times of day, page popularity, and user retention. You can drill down a bit deeper to find information about how your users access your website (via desktop, mobile, or tablet), where your users are located (by country, state, or city), and where your traffic comes from (direct, organic search, referrers, or social).

Advanced users can access goal performance metrics, AdWords campaign performance comparisons, and data for ecommerce websites to identify top-selling products. With easily customizable views, the Google Analytics dashboard can display real-time trends for campaign monitoring.

Using Google Analytics to Reach Conversion Goals

With easy AdWords integration, the Google Analytics platform allows you to see the full customer cycle, from the initial marketing interaction to full goal conversion. By collecting data from your existing AdWords account, Google Analytics Reports can produce detailed information about your website's:

  • Audience: Evaluate demographics, interests, and benchmarking.
  • Acquisition: Make a detailed AdWords campaign, social sharing, and keyword comparisons.
  • Behavior: Examine site content, page views, and speed data.
  • Conversions: Initiate goal tracking, monitor ecommerce conversions, and identify multi-channel funnels and attribution.
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Getting Started With Google Analytics

Once you've created an account at google.com/analytics, you'll need to set up a property, or collection point, for your website. On the Admin page, choose the Property column, then select Create New Property. Once you've entered your website basics, click Get Tracking ID.

Your Google Analytics Tracking ID and its tracking code snippet will need to be copied into the code of each webpage you want to track. Once it's added, you'll immediately be able to see Analytics data in your dashboard.

For deep content integration, consider using Google Tag Manager to unlock even more Analytics features. This dynamic tagging system allows you to update page tags directly from Google Tag Manager rather than having to edit your website's code.

Integrating Analytics With AdWords

Link your AdWords account to your Google Analytics dashboard to see data related to acquisition, behavior, and conversions for each AdWords campaign. First, create an AdWords account at google.com/adwords. Within the "Billing, Account Setting, and Help" menu, select Linked Accounts. Under the "Google Analytics" heading, click View Details.

This menu will show a list of websites for which you have linking access. Select Set Up Link next to the property you'd like to link. Next, choose the Link setting to make AdWords click-and-cost data available in Analytics, and Analytics transactions and goals available in AdWords. Click Save to complete your changes.

For detailed information on setting and tracking goals, as well as evaluating ad performance, continue following our Google Analytics series.

Meet Your Match: Using AdWords' Customer Match to Reach New Audiences

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Every brand wants to put their advertisement in front of interested customers. Now, Google just made that easier. With a new targeting took, Customer Match, gives brands the ability to target specific customers based on a list of customer email addresses, phone numbers or addresses that you upload.

How AdWords' Customer Match Works

When you share your data with Google, it can target the specific contacts you uploaded or look for similar customers to show your ads to.

Why are people so excited about this? It gives brands the ability to put ads in front customers that are likely interested in your product. That means these ads will be cost effective as they target the right customers immediately.

You will have to follow a few rules though. Adwords' Customer Match requires that any customer data you upload be collected through first-party context, so it's vital that your customer information is collected directly from your physical store, website, app, or other direct-contact means.

Using AdWords' Customer Match for Specific Campaigns

Some campaigns will be better suited for specific Google channels.

Targeting holiday shoppers with product demos would fare well on YouTube, while retargeting inactive app users might best be done through Gmail ads. Potential customers who aren't even aware your product or service exists may become customers after seeing your ad on Google Search offering the perfect solution to the problem they're Googling.

Likewise, cost-comparing shoppers can be reached on Google Shopping looking for the best deal before stumbling upon your ad offering free shipping or a low-price guarantee. When choosing channels, the key is to think like your customer.

Whether you're looking to boost sales or just increase brand awareness, AdWords' Customer Match feature can expand your advertising reach though hyper-targeted channels. Marketers are constantly looking to create a 1:1 customer experience and these targeted ads should help achieve that goal.

Google Ad Blocker To Reduce Low-Quality Ads

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In mid-February, Google launched an ad blocker in its Chrome browser that would block certain low-quality ads like flashing ads, pop-up ads, large animated ads, and others from appearing on websites. It’s part of Google’s effort to help lead the ad industry’s overall mission to encourage a more favorable online advertising experience for web users. And with good reason - web advertisers lose anywhere from 5%-15% of online revenues when consumers use ad blockers to block out advertising. The move is aimed squarely at removing low-quality ads that don’t conform to the ad standards laid out by the Coalition for Better Ads, a non-profit industry group that is seeking compliance around industry standards for quality online advertising. Google is a member of the Coalition.

Here are the types of ads in each format that the Coalition deems as low-quality, and Google will block in Chrome:

Desktop Web Experiences:

  • Large Sticky Ads
  • Autoplaying Video Ads with Sound
  • Pop-up Ads
  • Prestitial Ads with Countdown

Mobile Web Experiences:

  • Pop-up Ads
  • Prestitial Ads
  • Flashing Animated Ads
  • Autoplaying Video Ads with Sound
  • Postitial Ads with Countdown
  • Full-screen Scroll-over Ads
  • Large Sticky Ads

Early Ad Blocker Impact

Advertisers (and publishers) at first were surprised by the move. But on closer inspection, the impact appears to be minimal and not a huge challenge to fix. As Adweek noted, publishers who try to serve up any one of the low-quality ads will be placed in a ‘failed status’ for up to 30 days, while the publisher reworks the ads to meet the standards. However, these numbers will likely be minimal.

Early data from Axios shows that roughly 1% of publishers have reached this ‘failing’ status, and from those that did, nearly half have already fixed the issue to become compliant. Clearly, this indicates that ensuring compliance with low-quality ads will not be a major challenge.

What about Publishers?

More often than not, publishers pay the price for the low-quality ads instead of the advertiser. When you browse a publisher’s site and get served an animated or flashing pop-up ad or similar, you can enable ad blocking for that site. But that hurts the publisher more than the advertiser, so many publishers are now using tactics to ask readers to turn off ad blockers in order to view content.

It’s All About the Online Experience

Advertising is a key part of any web user’s online experience and it’s incumbent on the industry to serve ads wisely and purposefully. Doing this can add value to the user experience. With a better overall ad environment, users will be less apt to install ad blockers, and more inclined to engage with brands.

This initiative should lower irritability among web users regarding ads, while improving brand loyalty and time on sites. That would be a win for the online ad industry. The long-term hope is that publishers’ ad revenues will rise in a better quality environment, and users’ perception of online advertising will rise accordingly as well.

What’s Ahead?

Some online advertising industry thinkers are already thinking ahead. One suggestion is a type of automated ad compliance system, for a real-time alert or notification to be sent to the ad network and the publisher for when a low-quality ad is served up. Upon receiving the alert, they can work to correct the ad quality issue, and avoid ad blocking experiences.

In an ideal online world, Google wants to participate in providing a high-quality, online advertising experience for consumers. That would be a world that doesn’t have ads that interrupt, distract or clutter a user experience. We may still get there yet.