The world of digital marketing has seen much change over the past few years, with the rise of social media platforms adding to the endless possibilities where one can advertise online.
With the recent announcements that display advertisements are now generating more revenue than search ads this year, many businesses are turning to this medium to reach potential customers and enhance their brand recognition. When venturing into the world of display advertising, however, many people are unsure of where to go and who to use.
Research from a recent IDC report, however, may help in this matter. It has emerged that Google has now become the largest online display advertiser, overtaking Yahoo for the first time in the first quarter of 2011. With 14.7% share of the US display ad market Google was the medium of choice for display advertisements, with Yahoo seeing its share fall from 13.6% to 12.3% over the last quarter. Despite being in third place Facebook was the fastest growing platform for display advertisements, taking in a revenue of $238 million and establishing the site as the place for display advertisements on social media platforms.
Much of Google's growth in the display ad industry came from the large amount of small and medium businesses who used Google programmes such as AdWords. Yahoo, on the other hand, saw much of their display ad revenue come from large consumer brands who spent their money on Yahoo owned properties rather than on a network.
As a leading digital marketing company Pipon Solutions has consistently used AdWords for our clients and have found it to be an easy and cost-effective medium to get advertisements onto the display network. As a social media marketing company we have also seen the benefits of advertising on platforms such as Facebook and we can only see the social media display ads generating more revenue in the future. Do you use display advertisements for your business? And if so, how have these campaigns affected your ROI?
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Showing posts with label AdWords. Show all posts
Showing posts with label AdWords. Show all posts
Thursday, 9 June 2011
Wednesday, 4 May 2011
What Google says about remarketing
Remarketing is one of Google’s many innovations to help you direct your Ads to the right people. It is a feature of interest-based Advertising available in the Audiences tab. Remarketing allows you to reach those end users who visited sections on your website. You can then show users relevant Ads as they browse websites across the Google Display Network.
Although remarketing is a strategy that could be used by all advertisers, regardless of the focus of your campaign or Ad format, it is especially suited to Search Advertisers to create an Integrated Campaign Strategy. After driving traffic to their websites with search ads, they may then remarket to those end users by showing them tailored ads on sites throughout the Google Display Network.
Remarketing has become increasingly popular amongst Advertisers, growing at an average 113% per quarter, every quarter after launch. Case studies have shown companies increasing conversion rates by as much as 600 % and sales by as much as 20%.
Google has worked to boost performance with three key enhancement measures. First, it now enables you to show a relevant ad right after a potential customer leaves your site, when the internal analysis shows he/she is most likely to click. Second, improved algorithm helps determine how much you should pay for each impression in order to maximize the possibility that a user will click on your ad. Finally, the growing reach of the Google Display Network means you can reach your customers on a vast array of websites across the web.
Case studies across Publishers have shown a significant increase in revenues (by showing remarketing Ads on their sites), by as much as 200%. End users have reported that they enjoy the more targeted ad experience that remarketing provides.
In the coming months, Google plans to introduce a suite of new features that will make remarketing even smarter and dynamic. Watch this space as we track changes that define the digital marketing world.
Tuesday, 24 August 2010
Small Business Being Targeted by Google
For about the last year or two Google has been gearing up towards targeting small businesses in order to get them more involved with AdWords. Staff within Google London have previously mentioned this to me and just yesterday it was announced by an admin on the AdWords blog that they have created a new category in the AdWords Help forum specifically for SMBs.
The Small Business Corner is designed to help smaller advertisers to understand how to get the most from their AdWords campaign and is an area for discussion about best practises.
This is a welcome step towards working with SMBs, who often burn their fingers while testing out AdWords. There are, unfortunately, too many stories of small businesses (and some larger ones also!) who have set up their own account with Google, not done their research or simply who have not fully understood the best ways to set their account up and who ultimately lost a lot of money.
At Pipon we also have a focus on smaller businesses at the moment and are aware of the tight budget restraints that they are operating under. For this reason we are able to ensure that small but highly targeted PPC campaigns are set up that will allow a smaller budget to still produce some great results. In these instances, rather than competing on highly sought after generic keywords we hone in on what is called the 'long tail'. In other words, keywords that individually tend to drive less traffic than the more generic ones, but that do convert very well and, as a group, do still drive a substantial amount of traffic.
Hopefully the new Small Business Corner will provide the kind of information that will further enhance the work that we are doing to make PPC advertising more accessible and profitable for small to medium sized businesses.
The Small Business Corner is designed to help smaller advertisers to understand how to get the most from their AdWords campaign and is an area for discussion about best practises.
This is a welcome step towards working with SMBs, who often burn their fingers while testing out AdWords. There are, unfortunately, too many stories of small businesses (and some larger ones also!) who have set up their own account with Google, not done their research or simply who have not fully understood the best ways to set their account up and who ultimately lost a lot of money.
At Pipon we also have a focus on smaller businesses at the moment and are aware of the tight budget restraints that they are operating under. For this reason we are able to ensure that small but highly targeted PPC campaigns are set up that will allow a smaller budget to still produce some great results. In these instances, rather than competing on highly sought after generic keywords we hone in on what is called the 'long tail'. In other words, keywords that individually tend to drive less traffic than the more generic ones, but that do convert very well and, as a group, do still drive a substantial amount of traffic.
Hopefully the new Small Business Corner will provide the kind of information that will further enhance the work that we are doing to make PPC advertising more accessible and profitable for small to medium sized businesses.
Friday, 6 August 2010
New Ad Format For Google Mobile Ads
Google have recently announced that they have launched a new mobile ad format allowing advertisers to serve relevant local ads to mobile users while they are browsing the mobile web or using their favourite apps.
This will be taking place on the mobile display network in the form of a banner text ad that is expandable, showing the business location on a Google map as well as the ad creative, click-to-call phone number and options to get directions. And the best part is that advertisers will still only pay when a user clicks-to-call or clicks on the URL but NOT when a user clicks for directions or for the map expansion.
In order to take advantage of this new feature a location extension must be added to the mobile ad.
This is a great feature for businesses that rely on local custom and walk in business. It will help their ads stand out on the mobile display network and ensure that they see a greater ROI from their mobile PPC campaigns.
This will be taking place on the mobile display network in the form of a banner text ad that is expandable, showing the business location on a Google map as well as the ad creative, click-to-call phone number and options to get directions. And the best part is that advertisers will still only pay when a user clicks-to-call or clicks on the URL but NOT when a user clicks for directions or for the map expansion.
In order to take advantage of this new feature a location extension must be added to the mobile ad.
This is a great feature for businesses that rely on local custom and walk in business. It will help their ads stand out on the mobile display network and ensure that they see a greater ROI from their mobile PPC campaigns.
Thursday, 5 August 2010
Changes to AdWords Trademark Policy in the UK
Yesterday Google announced that they will be updating their PPC trademark policy from 14 September 2010. These changes will bring the UK, Ireland and Canada in line with America, whereby advertisers will be allowed to include trademarks they do not own in their ad text.
Additionally, on a Europe wide basis, advertisers will also be allowed to include trademarks as keywords within their AdWords accounts.
According to Dan Stokely, Google's product manager, the reasoning behind this update is to create a more useful and better service for both advertisers and users. The example he gives is of jeans resellers who will soon be able to include the brands that they resell in their ads.
My question is: how will brands react to this?
In many cases when I've worked with brands who allow others to resell their goods they tend to have trade agreements, whereby the reseller has signed a contract that stipulates they are not allowed to use the brand's trademarked terms in any PPC. However, in plenty of other cases I have come across, these same brands face issues with resellers who are not authorised or perhaps who do not really even have said brand's items but are simply trying to cash in on the name.
How do brands now protect their trademarked terms? Dan Stokey has suggested that 'some' resellers will be allowed this privilege. Perhaps these will only be authorised resellers... I'll have to do some more investigation to follow up on this.
Additionally, on a Europe wide basis, advertisers will also be allowed to include trademarks as keywords within their AdWords accounts.
According to Dan Stokely, Google's product manager, the reasoning behind this update is to create a more useful and better service for both advertisers and users. The example he gives is of jeans resellers who will soon be able to include the brands that they resell in their ads.
My question is: how will brands react to this?
In many cases when I've worked with brands who allow others to resell their goods they tend to have trade agreements, whereby the reseller has signed a contract that stipulates they are not allowed to use the brand's trademarked terms in any PPC. However, in plenty of other cases I have come across, these same brands face issues with resellers who are not authorised or perhaps who do not really even have said brand's items but are simply trying to cash in on the name.
How do brands now protect their trademarked terms? Dan Stokey has suggested that 'some' resellers will be allowed this privilege. Perhaps these will only be authorised resellers... I'll have to do some more investigation to follow up on this.
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