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Google’s new custom intent audiences and you - Search Engine Land

Google’s new custom intent audiences and you - Search Engine Land | The MarTech Digest | Scoop.it
Here’s the gist: Custom intent audiences offer advertisers the opportunity to use the Google Display Network (GDN) to find “people who want to buy the specific products you offer — based on data from your campaigns, website and YouTube channel.” They come in two distinct flavors:

--Create-your-own. Like a trip to your favorite pizza chain (but for the GDN), you can mash topics and URLs together like mushrooms and pepperoni in order to target net-new prospects who are probably into your product or service.
--Auto-created. No idea where to start with the Display Network? Let your ol’ pal Google help! Auto-created custom intent audiences use the power of machine learning to infer the traits your prospects possess, then create audiences exclusive to your account.
CYDigital/marteq.io's insight:

Google’s new custom intent audiences and you - Search Engine Land

 

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The AdWords 2x budget change: How's it going? - Search Engine Land

The AdWords 2x budget change: How's it going? - Search Engine Land | The MarTech Digest | Scoop.it
My main takeaway from talking to people about this change is that the machine learning isn’t all that sophisticated yet. Other takeaways:

--The biggest vulnerability is with new campaigns.
--Be on alert when using other automation.
--Tools like scripts and bid management platforms can help keep things in check.
--Plenty of people have had no problems with the change.
CYDigital/marteq.io's insight:

The AdWords 2x budget change: How's it going? - Search Engine Land

 

Feedback from AdWords users. Mixed bag. Me? It's a license to steal.

 

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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AdWords Conversion Linker: What is it and why do you need it? - Econsultancy

AdWords Conversion Linker: What is it and why do you need it? - Econsultancy | The MarTech Digest | Scoop.it
In the last few days you might have seen an overlay banner in your Google Tag Manager account similar to the one above.

This is related to an email AdWords sent out at the beginning of September regarding the upcoming Safari update which introduces the Intelligent Tracking Prevention (ITP). 

The new technology intends to improve people’s privacy by using machine learning to determine which domains can track people across sites. It works by limiting tracking for the allowed domains by only letting cookies act in a third-party context for 24 hours. This article will explain what the Adwords Conversion Linker is, why it came about, and how you can implement it to avoid losing out on essential data.
CYDigital/marteq.io's insight:

More on the new Conversion Linker.

 

Click/tap to view the original article.

This news comes to you compliments of marketingIO.com. #MarTech #DigitalMarketing

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Sanjana Singh's comment, November 14, 2017 5:00 AM
You can maximize your AdWords conversion by associating your ad with sitelink extensions. The CTR will increase by 30% and it will bring significant increase in conversion rate too. But, if you add visual sitelinks in you ad you can get 50% more CTR. The detail you will get in http://www.techmagnate.com/blog/google-unveils-visual-sitelinks-images-sitelink-extensions-mobile-search-ads/ You may have a look.
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How to 3X AdWords Conversion Rates Without Touching AdWords | WordStream

How to 3X AdWords Conversion Rates Without Touching AdWords | WordStream | The MarTech Digest | Scoop.it
Here’s what was different: During the time period in question, the company ran Facebook ad campaigns targeting higher-funnel audiences corresponding to people who have the same interests and demographics as their buyer persona. The audience size was approximately 20 million people.

The Facebook ads generated clicks and conversions as you would expect from any pay-per-click advertising campaign.

But I believe the campaigns had an additional halo effect of creating a strong brand bias among the people who clicked through to the site, which profoundly impacted the Remarketing lists for search ads campaigns, since they only target people who have previously visited your site.
CYDigital/marteq.io's insight:

Absolutely fascinating, and worthy of testing!

 

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Sanjana Singh's comment, November 14, 2017 4:58 AM
You can actually maximize your CTR 30% by inserting sitelink extensions. This will bring significant increase in conversion rate too. But, if you add visual sitelinks in you ad you can get 50% more CTR. The detail you will get in http://www.techmagnate.com/blog/google-unveils-visual-sitelinks-images-sitelink-extensions-mobile-search-ads/ You may have a look.
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Improve Your Quality Score From Ad to Landing Page: A Former-Googler Tells All - Unbounce

Improve Your Quality Score From Ad to Landing Page: A Former-Googler Tells All - Unbounce | The MarTech Digest | Scoop.it
After a decade of building AdWords at Google, I cofounded Optmyzr because I found it was too time consuming to run best practice optimizations. And — considering that last year over $35 billion was spent advertising on Google (more than twice what was spent on Facebook) — there is tremendous value in making AdWords perform even a little bit better.

While there are many ways to improve your ad performance, one of the most pertinent is to improve your Quality Score (QS), particularly the subcomponent, landing page quality (LPQ).
CYDigital/marteq.io's insight:

If we can't learn from him, then we just can't learn at all. Great stuff.

 

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The new AdWords experience is now available to everyone

The new AdWords experience is now available to everyone | The MarTech Digest | Scoop.it
When we first announced the rollout of the new AdWords experience, our goal was simple: to introduce a faster and more intuitive AdWords that's focused on helping you reach your business goals. Starting today, the new AdWords experience is available to all advertisers.
CYDigital/marteq.io's insight:

Simpler UI from Google AdWords.

 

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How Facebook ads are different from AdWords | Smart Insights

How Facebook ads are different from AdWords | Smart Insights | The MarTech Digest | Scoop.it
The key difference between AdWords and Facebook is the way you target your audience. AdWords is a paid search platform, meaning that you bid on specific keywords, such as ‘organic pet food’, which then trigger your ads to appear above the search results when a user performs a Google search that includes that keyword.

Facebook advertising, on the other hand, is a form of paid social, whereby you target your audience using demographic data (e.g. women aged 29 and over) and user behaviour (e.g. liking certain pages, such as ‘Healthy Pets’). When a user meets these criteria, your ads will appear in their newsfeeds.

The fact that targeting methods differ so much between the two platforms tells us a lot about the way they are used. Put simply, AdWords is a way for you to reach out to new customers, while Facebook allows new customers to find your business.
CYDigital/marteq.io's insight:

FB's targeting features are more in line with a B2B marketer's segmentation.

 

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AdWords Scripts now available in new AdWords interface - Search Engine Land

AdWords Scripts now available in new AdWords interface - Search Engine Land | The MarTech Digest | Scoop.it
AdWords Scripts are now available in the New AdWords interface, giving users a visual refresh, as well as some new capabilities that make management a bit easier, especially for advertisers with lots of scripts in their accounts.

Here are some of the key changes:

See up to 500 script logs per page and filter by date.
See a more precise time when a script will run.
See who added a script to the account.
Filter scripts based on name or who created it.
Duplicate existing scripts.
CYDigital/marteq.io's insight:

Not for mere mortals.

 

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Breaking: Major Changes to How Google Spends Your Budget | WordStream

Breaking: Major Changes to How Google Spends Your Budget | WordStream | The MarTech Digest | Scoop.it
Google made a hush-hush announcement (there’s still nothing on the Inside AdWords blog) in which they revealed a major shift in how they choose to allocate your daily ad spend. Per Google:

“Starting October 4, 2017, campaigns will be able to spend up to twice the average daily budget to help you reach your advertising goals.”

What changed with your AdWords budget?

Effective October 4, Google can double the amount of money you’ve said you want to spend per day on a given campaign. So, if a campaign in your account has a budget of $150, Google can decide to spend up to $300. Note that this change affects all budgets, whether they are unique to a campaign or if they are shared.
CYDigital/marteq.io's insight:

Say WHAT? When does control over the budget really mean control over the budget? "I know what's good for you..."

 

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Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic] - MarketingProfs

Seven Tips for Writing Better-Performing Expanded Text Ads [Infographic] - MarketingProfs | The MarTech Digest | Scoop.it
Google text ads are highly competitive. Check out this infographic for tips (with supporting data) to help you get better ROI on your expanded text ads.
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The AdWords Ad Extensions Encyclopedia - Growth Pilots

The AdWords Ad Extensions Encyclopedia - Growth Pilots | The MarTech Digest | Scoop.it
AdWords ad extensions make a huge difference in not only the appearance but also the performance of your text ads through improving click-through rates, Quality Scores, and conversion rates. Ad extensions are versatile and offer benefits for various devices and interaction types.

Some ad extensions are more effective than others, but it’s a good idea to use all of the relevant ad extensions that are available to you in your AdWords account to ensure you are not leaving any precious SERP real estate on the table. Some ad extensions are also not publicly available and require Google to approve and whitelist your account as they are in beta. Your SEM agency or AdWords account team can help highlight which ad extension betas your account may qualify for.
CYDigital/marteq.io's insight:

It is indeed comprehensive. Bookmark alert!!

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

#MarTech #DigitalMarketing

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Sanjana Singh's comment, May 14, 2018 8:07 AM
When we talk about ad extensions, we should not ignore the new type of extension that also includes images, visual sitelinks. TO know more about it, read: http://www.techmagnate.com/blog/google-unveils-visual-sitelinks-images-sitelink-extensions-mobile-search-ads/
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Google AdWords Launches Greater Visibility Into Quality Score Components - Unbounce

Google AdWords Launches Greater Visibility Into Quality Score Components - Unbounce | The MarTech Digest | Scoop.it
There are now seven new columns added to your menu of Quality Score metrics:

  • Expected CTR
  • Ad Relevance and
  • Landing Page Experience
  • Quality Score (hist.)
  • Landing Page Experience (hist.)
  • Ad Relevance (hist.)
  • Expected Click Through Rate (hist.)
There are two main ways you can use this AdWords improvement to your advantage as a performance marketer:

1. Now you can see whether your landing page changes are positively influencing Quality Score

2. You can identify which keywords can benefit most from an updated landing page
CYDigital/marteq.io's insight:

Easy Pickins': Use those landing pages to improve your quality score.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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How to Use Google AdWords [Infographic] | WordStream

How to Use Google AdWords [Infographic] | WordStream | The MarTech Digest | Scoop.it
Want to know exactly how to use Google AdWords to advertise your business? Follow this proven formula for AdWords success to get to the top of the class!
CYDigital/marteq.io's insight:

Insight: A complete list of the basics.

 

RYZZ is coming. It’s a new approach to MarTech for B2B Marketers.

 

#MarTech #DigitalMarketing

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The best-kept AdWords secret: AMP your landing pages - Search Engine Land

The best-kept AdWords secret: AMP your landing pages - Search Engine Land | The MarTech Digest | Scoop.it
Here are a few good next steps to learn more or to get started:

  • Read the AdWords help article about AMP.
  • Read the AdWords Developer’s Guide to AMP, which covers some of the typical concerns around personalized content, conversion tracking, A/B testing and more.
  • Test the impact for your own site. If you don’t have a testing tool, you can use AdWords’ Draft & Experiments (D&E) where you create a draft campaign, add the AMP URLs as the Mobile Final URL (for each ad), and then launch this as an experiment.
There are a few caveats when using Experiments:

  • You will need a lot of conversions in your campaign to receive a statistically significant result.
  • D&E decides a searcher’s A/B assignment with every query, so if your customers likely click your ads a few times before buying, this might not give you a true sense (since the conversion will be attributed to whether or not the last click followed an AMP page interaction).
TIP: Make sure every landing page in the draft has an AMP equivalent page, so this is a true apples-to-apples comparison.
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Google Paid Search Trends: 1Q17 - MarketingProfs

Google Paid Search Trends: 1Q17 - MarketingProfs | The MarTech Digest | Scoop.it
The share of clicks on Google AdWords ads originating from mobile phones increased from 2016 to 2017. Check out more paid search data, including CTR & CPC trends by device type.
CYDigital/marteq.io's insight:

FWIW: tablet shipments continue to decline.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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4 Effective Google AdWords Tactics to Supercharge Your Lead Generation - Marketo

4 Effective Google AdWords Tactics to Supercharge Your Lead Generation - Marketo | The MarTech Digest | Scoop.it
1. Implement Single Keyword Ad Groups

2. Use Dynamic Text Insertion for More Relevant Landing Pages

3. Add the New “Text Me” Ad Extension So People Can Directly Text You From Your Ads

4. Geo Target Your Ads to Generate 21.9% More Leads
CYDigital/marteq.io's insight:

#1 and #2 should already be on the plate, no?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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The Impact of Google's New Exact-Enough Match Keywords [Data] | WordStream

The Impact of Google's New Exact-Enough Match Keywords [Data] | WordStream | The MarTech Digest | Scoop.it
  • Of the 100 randomly selected accounts, only 67 had active Exact Match keywords
  • In total, we analyzed 3,399 active Exact Match keywords
  • On average, each account contained 9 exact match keywords that were stripped away during deduplication
CYDigital/marteq.io's insight:

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

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Dynamic Search Ads are now more effective than ever - Google

Dynamic Search Ads are now more effective than ever - Google | The MarTech Digest | Scoop.it

"Dynamic Search Ads (DSA) help you reach people who are searching for your products and services—without the need for you to actively manage keywords or ads. Today we're introducing three improvements to DSA: page feeds, expanded ads and quality enhancements.


Page feeds give you additional control over your DSA campaigns to ensure only relevant products and services are shown to your customers. Simply provide us with a feed of what you want to promote and select the landing pages that you want to include in your auto targets. We’ll use this information to determine when your ads will show, and where to direct your customers to on your website.


Earlier this year, Search and Display campaigns fully transitioned to expanded text ads. Over the next month, we’re rolling out support within DSA campaigns for this expanded format. Longer headlines and description lines allow you to show more information about your business before people click your ad. When you create a new ad, use the expanded description field to provide deeper messaging that focuses on what consumers care about.


It’s important that your ads only show when they’re most relevant to what people are searching for. For example, if you're a baker in Palm Springs, your ads should only show to people who are looking for baked goods in Palm Springs. That’s why we’re always improving the effectiveness of our DSA campaigns. With our latest updates, advertisers are seeing on average an increase in conversion rate and a decrease in CPA."

CYDigital/marteq.io's insight:

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
 Go here: http://go.marketingio.com/stack_analysis 

 

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How to Use Google AdWords IF Functions to Customize Your Ads | SEJ

How to Use Google AdWords IF Functions to Customize Your Ads | SEJ | The MarTech Digest | Scoop.it
And here’s what it means:

  • {=IF starts
  • (device=mobile, specifies the visitor attribute to look for
  • “text to insert” is just that. The text you want to display to people who match that attribute.
  • ): closes the attribute customizations
  • “default text” also is that. The text you want to show up for all people who DON’T match the attribute.
  • } closes the IF Function
And that’s pretty much it!
CYDigital/marteq.io's insight:

EZ. CT for details.

 

If you enjoy reading The MarTech Digest, then PLEASE retweet this:  https://ctt.ec/14RpG 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free.
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Google Expands Reach of Exact Match: What Marketers Need to Know - 360i

Google Expands Reach of Exact Match: What Marketers Need to Know - 360i | The MarTech Digest | Scoop.it
Last Friday, Google announced a major change to exact match that will be rolled out in the coming months. Exact match is a Google AdWords match type that allows an ad to show only when a searcher uses that exact wording. Close variants, another match type that first launched in 2012 and were later made a default setting in 2014, were introduced to maximize advertisers’ reach across relevant searches by matching to misspellings, singular and plural forms, abbreviations, and acronyms. Now, close variants on exact match will be used to match to queries regardless of the use of function words (like “in”, “to” and “for”) or word order.

CYDigital/marteq.io's insight:

CT for the explanation. When is exact not exact?

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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How to write PPC text ads in 2017's sophisticated environment - Search Engine Land

How to write PPC text ads in 2017's sophisticated environment - Search Engine Land | The MarTech Digest | Scoop.it

"Though the fundamentals of ad copywriting and testing remain in play, text ads have evolved to the point where you must consider many different components. Between devices, formatting, ad extensions and audience types, writing effective ad copy is more reliant on multiple factors than ever before.

Just last month, AdWords rolled out IF functions to add another layer of ad customization. This feature allows advertisers to change the ad message depending on the user’s device. For example, a user searching on a mobile device could see a message that says, “Shop from your phone,” while the desktop message may say, “Shop our selection.”

This means you can now write mobile-preferred ads without ad customizers or creating a mobile-only campaign. Instead of writing two ads, you can now write one that changes the message depending on the device.


This new function is great, but you still must ask the age-old question: Should you segment your campaigns by device? Let’s begin our ad-writing discussion by first addressing this question."

CYDigital/marteq.io's insight:

An excellent hands-on article. 

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here: http://go.marketingio.com/stack_analysis 

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs: http://www.marketingio.com #MarTech #DigitalMarketing

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The Secrets of AdWords CTR in 5 Charts | WordStream

The Secrets of AdWords CTR in 5 Charts | WordStream | The MarTech Digest | Scoop.it
CYDigital/marteq.io's insight:

Great stats. CT for the description to the "CTR vs. Position" for insight regarding long tail keywords.

 

Visualize your Marketing Stack. marketingIO will analyze your marketing technology and deliver a visual of your MarTech Stack. Free. Go here.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Reminder: Transition to expanded text ads before January 31, 2017 - Google

Reminder: Transition to expanded text ads before January 31, 2017 - Google | The MarTech Digest | Scoop.it
This is a friendly reminder that starting on January 31, you’ll only be able to create and edit text ads using the expanded text ads format. You’ll no longer be able to create standard text ads. While this will be the last date to create them, existing standard text ads will continue to serve.
CYDigital/marteq.io's insight:

You've been warned. Yet 30% of advertisers have not switched over.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Why You NEED to Switch to Expanded Text Ads In 5 Graphs | WordStream

Why You NEED to Switch to Expanded Text Ads In 5 Graphs | WordStream | The MarTech Digest | Scoop.it
Expanded Text Ad #1: The Percentage of Accounts with at Least 1 ETA’s is Increasing...

Expanded Text Ad #2: …BUT the Percentage of ETA’s in Relation to All Text Ads is Decreasing

Expanded Text Ad #3: Advertisers Typically See CTR Gains from ETA’s

Expanded Text Ad #4: ETA’s Are the Key to Better Bing CTRs

Expanded Text Ad #5: In Most Industries, More Than 30% of Advertisers Still Haven’t Adopted ETA’s
CYDigital/marteq.io's insight:

I don't know why you wouldn't.

 

marketingIO: MarTech for B2B Marketers. Strategy, Software, Services, Support, Staffing.  Go here to submit RFQs. #MarTech #DigitalMarketing

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Guide to Expanded Text Ads: Tips on how to work with ETAs - SEMrush

Guide to Expanded Text Ads: Tips on how to work with ETAs - SEMrush | The MarTech Digest | Scoop.it
  • Write more compelling copy by using the additional space in the longer description line to write something new. 
  • Don’t reinvent the wheel by ignoring your own experience from Standard Text Ads.
  • Utilize the URL Path options – Google will automatically put the domain from your final URL into the display URL – however there are also two 15-character path fields available. 
  • Add Target Keywords to your headlines and/or description line. 
  • Test, test and test again.
CYDigital/marteq.io's insight:

From MarTech 101 to Advanced Techniques, marketingIO has you covered. Contact us. #MarTech #DigitalMarketing

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