Google has been developing the strategies within to cleanse the look and feel in the global context. Quite evidently, the focus and the commitment have paid off to deliver ever clearer and transparent services from Google. The efforts to clear up the mess has not been a surprise move by Google, but only fewer times did Google consider the better prospects for those contrasting ad services on Google. In has been reported the new expanded text ads has been the latest addition to the roster of Google that is supposedly believed to be more successful in the coming years.
In essence, the replacement of the old text format will allow advertisers to have more space to display their ads. In more precise terms, advertisers will be able to add another 35 characters in the headlines and a combo of 80 characters in addition otherwise, to each of their ads. However, the change is supposed to be live from 31st of January, 2017. However, the experts have opinionated that these are bound to some visible changes in the ways advertisements are bound to reach the target audience. Let us review some of the projected changes.
- Increased conversion rates
Expanded ads are just better and there is no reason on why there should be any confusion. As the subsequent outcome, there is bound to be an increase in the conversion rates as projected by the experts. It has been however observed that conversion rate was 11.19% on the new advert as compared to an earlier format that had a rate of about 8.57%, which translates into an increase of 21.9% with the change of format.
- Increased click-through rate
The early tests on WordStream have noticed that the click through rate (CTR) will increase by around 20%. The same is bound to hit the mainstream adverts for almost the whole year.
- Transition of adverts calls for that extra work
With the change, it is estimated that advertisers will have a busy time ahead. As observed, the account manager on Google has to engage in migration of all the old adverts into an expanded format which calls for a great deal of work, to begin with. This, however, is not bound to bother the lower crest of the advertisers but has to be a great deal of work for the big shot advertisers.
Conclusively, it is a great deal of change from Google and possibly the biggest update to date in the context , even though it might look a little derailed from the mainstream efforts from Google in the last few years. Although it is quite obvious that the transition to the new format has a lot of benefits in store, just waiting to be pulled off. Also, the studies and the opinions of the experts have indicated the growth by around 20% in CTR on an average. Anyhow, it calls for a great deal of work and you better get the reserves with the Adwords editors, Excel, and Scripts to get the efforts on the path. It should make the efforts easier.
If you are filled with excitement over the New Ads in Google Maps, you have all the reasons to be!
The Google Maps Ads are currently under a renovation that can help local businesses acquire more exposure. If you’ve been a frequent user of Google Maps, both for personal and business purposes, you probably sought an experience which is comprised of everything you need, and which is super interactive. Google had recently announced something that can be great news for you. They have revised Google Maps to essentially concentrate on helping out local businesses obtain more visibility and traffic to their actual locations. Here are some of the salient features
1) Comes with new local search ads
Google Maps’ new local search ads are available now for those advertisers who are using the location extensions available on AdWords by Google. These ads will be shown both on Google mobile app maps, and also the desktop version. This is great news to the business owners in the market, since this one has got more than a billion downloads alone. Hence, it can make way for reaching out to prospective customers.
2) Promoted pins
On a recent blog post, Google explained their main aim of changing certain things on the Google Maps was to aid business owners to blend both the digital universe and the physical universe, mainly because looking for locations on the smartphones has substantially increased over time compared to any other sort of searches. Google is revamping the complete adventure on Google Maps with their limited pins. It means that the logos of the companies will be shown on the maps when the company buys the Ad space present on Google Maps. Users will be able to see these promoted pins when they are in navigation mode on Google Maps, or even when they are looking for a particular location.
3) In-store promotions
Now that you know ways in which the promoted pins act, you could go a step further and learn about promotions in the store that are business friendly. By using the promoted pins, you can display special events which you’ll be conducting at your location in real time, by displaying in-store promotions right below the logo. For example, if Starbucks is offering some discount, you will be able to view it on the location map. It can greatly help plenty of business owners as the promotions when done right can get them much more visitors to their business place.
4) Business pages are now customizable
For businesses that are using the feature of promoted pins, their business pages can be customized to help target a specific demographics and key shoppers to their stores. Think of a way where you can highlight the offers to those people looking for something you sell, and within your geographical location. The business pages will retain the needed business information, but can now be customized to obtain more visitors. Such customizable pages will also help you increase the local inventories that can be searched.
The winners and losers in the Google shopping are all well known, and every second retailer or the PLA (which is Product Listing Ads) marketers will have them in their well-maintained inventory. Alternatively, losers and winners are called non-converters and top sellers. Some brands/categories/products etc. will perform better than those in the market, and if you want to excel in your managing of shopping ads campaigns, it becomes your effective task to both identify the items and also adjust the bids. So now,the main question is how can we determine such losers and winners and further how should they be dealt with?
Here are some points to be noted:
- Look for brands/categories/products that are not performing well enough as compared to their respective prices.
- Adjust the bids for those items which have high conversions as well as a considerably high value of conversion, so as to reach better performance which is even.
- Start using the dimensions tab wherever possible in the Google Adwords account.
- Use your budget to push the “winners” and try to lower bids for the “losers”.
One important thing which needs to be done is avoid spending money unnecessarily on “losers” and always try to push the top sellers. Therefore knowing which among your Brands/categories/products are the winners or losers is crucial.
Who are winners and losers?
Basically, what you’re supposed to search in the Google Adwords Account are those brands/categories/products which are not performing well compared to their respective costs or having too many conversions as well as a high value for conversion, and hence a great ROAS.
So, you can ask yourself 2 important things :
- What is the value of conversion?
- What is your definition of a product which is a top seller in each of your individual cases?
Once the above cut-off point is delimited, start to identify those brands/categories/products by trying the following points:
- In order to identify them and also improve the performance of Google Shopping, a better and a fast method is the dimensions tab in the Google Adwords account.
- When you click on dimensions tab, you can select your view (View->Shopping ). Here you are free to select a product type, brand, article ID and so on.
- You can start to have a look at the performance of brands/categories or single products depending on the structure of the shopping ad’s campaign and adjust bids wherever necessary.
- Always bear in mind that a decision is to be made if a particular product is a loser or winner! Is it a product which has good ROAS? Or has low costs? All of these requirements need to be well defined first which are completely individual.
- Never try to handle your losers and winners like the rest of the inventory because there is so much potential here to save and improve money with this. Bids can be lowered for losers and this money saved can be used effectively to push the winners. By doing this, you’ll have generated more revenue at month end and can try spending your budget in better ways.
Have you suffered a loss in an ad campaign before? Do you know why? Making a campaign right can bring in a good flow of users to your page, but making a wrong one can result in a huge loss of money. Why should you pay up to Google for your losses when you can be easily paying it up as an investment for a good return? Do you know what you did wrong? How was your campaign sabotaged? Did you make these mistakes?
- Some clicks are seriously either irrelevant or do not convert. Why does that happen? Not having an effective list of keywords can lead to such waste of money and bad feedback.
- Directing traffic to your homepage immediately counts as a good user experience, especially if that is exactly what they were looking for. By all means don’t use multiple directions and continuous guiding URLs as directives before a user can reach their destination. It would do nothing but sabotage your campaign and gives a bad impression. Users tend to avoid sites with multiple directions to reach their desired destination. Campaigns which are easy to use and more direct are always preferred.
- The user is always more direct in their search and thus, tend to be attracted to the titles that include the keywords of their search. Does your ad campaign use keywords in their title? Are the relevant words showing up in your ad campaign? The ad campaign is about what meets the eye and if what meets the eye sticks then it can lead to not only a good user experience, but also good feedback for your campaign.
- To attract a searcher to your ad, not only are the keywords relevant but a direct approach is necessary, continuously, and without fail. Use the kind of directives and call words that are not only attention seeking, but also more direct and simple. If the campaign makes the user feel friendly, the user tends to revert to it more easily than going through the process of search again in the future for the same targeted search. Easy directive tends to make the experience and search easier for the user and thus makes you seem more accessible and approachable.
- Using an ad extension is a no brainer, and while every extension might not always be available, it makes for easy navigation and tends to make things more direct for the user. It is probably the easiest advice to take for keeping your campaign in the user-friendly
- Using Broad Match is a good idea if you know exactly what you are doing, but don’t go experimenting around with it, for it makes for easily mislead searches to land on your campaign.
These are the most easily followed directive to save your campaign from sabotage.
Wondering what delayed conversions are? Well, you definitely need to read up! Misleading comparisons of time duration can be avoided by “ the last click wins” concept by Google in two simple steps.
We are going to explore using these 3 concepts:
- Google’s “last click wins” and cookie lifetime (30 days)
- Google AdWords attribution data estimate creation
- Making of Ad-hoc reports for 30 days
Step 1: Understanding Google’s “last click wins” and Google Cookies
To begin, we’ll understand online shopping access technically. A cookie will be saved on the customer’s device when an ad is clicked. This cookie notifies Google if the ad was clicked previously in its lifetime (usually 30 days, adjustable by Google AdWords Account). It starts from zero and can be updated.
Conversation and revenue in Google reports will be lost with faster analysis.
Illustration: A potential customer purchasing a product becomes an active customer, say he clicks on Google shopping ad on Friday; the following three cases are possible:
Case 1: Purchase on Friday
The conversion and order value will be allocated to Friday i.e on the same day as the click irrespective of product he buys (advertised or other).
Case 2: Purchase within the 30 days (Google shopping cookie lifetime)
This conversion and order value will be assigned to Friday, but it is a delayed conversion. The click wins (based on “last –click –win”) when the purchase and transaction are within 30 days from AdWords Account, while no other ad is clicked. No additional clicks win conversions on Friday and Sunday each, they are assigned to Friday.
Case 3: Purchase on second click (Google shopping Ad)
On the second click, a cookie is updated by Google and the lifetime starts. The “last cookie wins” concept suggests conversion and order value are allocated for the last query day considering the previous click before purchase. A case on Sunday is a direct conversion and latter is considered delayed.
Note: Compare only if latest data is 30 days past for different time ranges or else underestimate it a as delayed conversion (use step 2) can happen after 30 days.
Step 2: Google based Estimate creation
AdWords Attribution Data
A good estimate of delayed conversions of a cookie lifetime (30 days) is possible by Google AdWords Interface.
- Log in and select “attribution” via “tools” and “time lag” i.e. time frame (3-6 months for analysis and robust outcomes) in the main navigation bar of Google AdWords
- Select “from last click” for necessary data.
On the basis of our illustration 0.53% conversion value occurs on the last click day while 15.47% of total conversion is on the following 29 days. Divide 15.47% by 84.53% to derive a factor for follow up conversion value for an expectation value of final conversion after cookie lifetime of 30 days, here being 18.3%. A value of $1.18 of conversion value can be expected after the expiry of the lifetime of a cookie on recording a $1,000 of conversion value.
The virtual world is a very tricky place where you must be very careful of the moves you make. One of the important things you have to be careful about is avoiding penalties, especially google penalties. These penalties will act as a black spot on your site given its coming from a revered place like Google. The gravity of such penalties is such that it may take you years to get rid of it. Therefore, people often ask for possible solutions if they are ever hit by a Google Penalty. Here are some of the prudent steps that you can take to counter these penalties.
- The Depth of the Problems
The first thing you need to do is check the gravity of the penalty. In order to gauge the dip in your traffic, it is advised that you use a decent and sound measurement platform such as Google Analytics for this purpose. It is better that you take a note of previous drops in traffic as well for your reference, something that can help you find any missed drops in the traffic. The goal here is to see if these things sync, as that will help you discover the actual issue.
- Be Patient
The worst thing that you can do here is panic, which is probably the reaction you will have after being hit by the Google Penalty. It is, for this reason, you will need to keep yourself calm and composed in a situation like this. We can assure you that if you exercise a degree of composure, you will be able to find the cause of such penalty in a period of 2 hours or less.
- Check the Algorithm
There can be two kinds of penalties; either manual or algorithmic. If you see that the penalty is algorithmic in nature, then you can be sure that there are other sites which have been affected along with yours. The changes here can vary but all in all, if this is the penalty you have been slapped with then you should consider yourself to be lucky. The reason for algorithmic changes can be because of two reasons:
- Onsite factors
- Offsite factors
All you need to do is be vigilant and find out which factor is responsible for this change. Remember, this change does take time before you actually realize that there has been an actual change. So look for the warning signs beforehand and be proactive.
- Manual Penalty
It is very important that you check which team within Google has sent you the penalty. If it is sent from the Google Webspam Team, then you can be certain that it is going to be a manual penalty. In this case, you will need to find if this is a penalty is related to the partial issue or a site wide issue. If you are not being able to view the problem, then it most likely has to do with some type of Google update.
If you’d like to know more about Google penalties, check out this list of 65 types of Google penalties that could harm your website.
In this article, we are going to discuss about local SEO. Local SEO is quite different when compared to normal SEO. Ranking high in Google Local Listing is also vital these days. It dependent on the location of your business, the niche, and the competition. We are going to tell you about a foolproof strategy to get your website in top ranks of Google My Business. Before we get into that, it is essential that we know precisely what Google Local Listing is.
What Is Local Listing Or Google Local Packs?
Whenever you run a search on Google, the results obtained which display a business name, address, phone number, map, and website are collectively known as Local Listings or Google Local Packs. These Local Listings must have a verified Google My Business Page to get a rank on Google Places.
What Is Google My Business?
It is a free service or tool offered by Google for websites to handle their presence online in Google Search Results as well as Maps.
Factors You Need To Concentrate On For Ranking Your Business Higher
- You must own a website, and must have ensured that your address is listed
You need to make sure you possess a claimed and verified Google My Business Page. You will either receive a postcard from Google for verification or at times the verification could also be done with phone calls. The choice, however, remains with Google. If your business is verified, you will definitely gain more credibility.
- You must have a proper business category
For your business to rank properly on Google Local Packs, you need to define your business properly. For instance, if you are a dentist in your town and wish to rank higher, you must clearly update your category in My Business Page of Google as a dentist office. Many times, owners of businesses will not be listed in the appropriate category and thereby fail to make themselves visible in Local Packs. You must ensure that you clearly define your keywords on the page of business description in the My Business Page of Google. It will be effortless for Google to find you for the specific searched keyword. You must also add your location in the meta descriptions that on your website.
- Amount of reviews you get from active Google profiles
You need to have good reviews for your website if you wish to rank high in Local Listings. Citations are usually the sources where your business is talked about around the web on sites like SuperPages, Yelp, Yellow Pages and so on. You need to have quality citations as they offer you authority as well as credibility for your website. It is essential that you maintain good rapport between the clients. Though these online reviews could be disturbing, you need to take the good with bad. Hopefully, you have a lot more positive feedback then negative, and you develop further from any negative reviews.
Now get to building your local presence!!