You are reading the article 2009: The Year Ahead For Ppc And Google Adwords updated in December 2023 on the website Minhminhbmm.com. We hope that the information we have shared is helpful to you. If you find the content interesting and meaningful, please share it with your friends and continue to follow and support us for the latest updates. Suggested January 2024 2009: The Year Ahead For Ppc And Google AdwordsProven PPC Profit = Increased PPC Spend Spending on PPC Versus SEO
But the counter-question is: what percentage of those sales PPC ‘stole’ credit for would you lose without PPC? Brad Geddes wrote a good case study on this recently, and his point is: don’t focus only on what you’d have without PPC; note the sales PPC brings in that you would have lost otherwise.
While we’re at it, email list building, email marketing, and website/landing page conversion optimization are essential to a complete online marketing mix. This coverage of the whole online sales cycle will make you a stronger business.Mismanagement: The Biggest PPC Obstacle in 2009
I think the biggest problem we have with AdWords is that too many AdWords accounts are mismanaged. The result of that is:
Disillusionment with PPC,
Skepticism about its effectiveness,
Belief that it can’t produce positive ROI,
Theorizing Google is trying to fleece AdWords customers, and finally,
There are certainly niches and offerings that are unfavorable for PPC success. But I’ve seen and taken over so many poorly run AdWords accounts that I know a large percentage of them are mismanaged.
What’s the solution? In my opinion, Google needs to take an active role in helping to educate their customers. They do a good job of getting people to try AdWords, but possibly too good! By making it seem simpler than it is and by not pushing education about conversion tracking and ROI, they ensure negative bottom line results, negative opinions about AdWords, and this could endanger their business model long-term.
These companies might be blameless to a degree, since it’s not obvious until you evaluate your results three to six months later that AdWords is quite complicated and requires special expertise and experience. And political problems can ensue from having to move your PPC management from an internal resource to an external one. The solution might be better training, but most of the AdWords training on the internet is not professionally oriented. Most of the AdWords information I’ve seen is partial, or focused on arbitrage, PPC as for affiliates, etc.
I’m astounded sometimes by what’s going on out there. For example, a marketer untrained in PPC called me. He had spent almost five figures on AdWords for a client, and had not yet installed conversion tracking (even though Google was helping him with his AdWords launch), and was worried about the lack of results. That meant he spent almost $10k ineffectively AND had not collected the conversion-related data that would help him optimize to spend more effectively. You can’t optimize without conversion tracking. So I spent an hour phone coaching him through setting up the tracking basics that should have been in place before spending even a few hundred dollars. It wasn’t his fault- no one told him how critical that was.
Brian Carter is the Director of Search Engine Marketing for Fuel Interactive, an interactive marketing agency in Myrtle Beach, South Carolina. He is responsible for the SEO, PPC, SMM, and ORM programs at Fuel and its partner traditional agency Brandon Advertising & PR.
You're reading 2009: The Year Ahead For Ppc And Google Adwords
One area I have seen a lot of success with lately is remarketing. Google has improved their remarketing features tremendously over the last year. Today, I will share the most successful remarketing tactics I’ve found in various AdWords accounts throughout the years.
Remarketing is not as simple as starting regular AdWords Search or Display campaigns. The success of your remarketing campaigns eventually depends on how well you’ve set up your remarketing lists and how you’ve tagged your website.
I won’t go too much into detail with tagging your website, but if you don’t have your tag installed yet, I recommend reading the basics first.
This doesn’t mean if you receive few visitors (less than 10,000 per month), you shouldn’t do remarketing. However, with few visitors your success criteria shouldn’t be direct response, but instead be focused on touching prospects again and again with your ad message. With fewer visitors, your costs from your remarketing campaigns will be limited. Therefore, running your campaigns with no conversions shouldn’t pose a challenge.
Currently, Google offers 3 ways to do remarketing:
Remarketing Lists for Search (RLSA)
Dynamic Display Remarketing
Display RemarketingRemarketing Lists for Search
Remarketing Lists for Search (RLSA) is Google’s remarketing tool. It allows you to target people who have previously been on your site directly in their search results.
One of the easiest ways to get started with RLSA campaigns is to take your 10-20 highest performing ad groups and copy them into a new campaign. In your new campaign, you set up your remarketing audience as needed and set the same audience as negative in your existing campaigns.
That’s essentially all it takes to get started with RLSA campaigns. For more details I recommend reading my fellow SEJ contributor Tyler Jordan’s post on RLSA campaigns.
What are the benefits of remarketing?
Target more generic keywords
Bid higher than in your regular campaigns
Offer special incentives for repeat purchasersTarget Generic Keywords
With normal search campaigns, you only have the ability to decipher the intent behind a search by looking at the keywords used. You therefore need to use highly specific keywords to assure that you achieve a profitable ROI instead of just pouring money down a black hole.
With RLSA campaigns, you get a second parameter to use – The fact that customers have been on your website before and therefore are more likely to make a purchase. Where you previously would have only targeted keywords like ‘large cotton bath towels’ because your store specializes in these towels, you can now try out generic search terms like:
Seeing that the person searching for these phrases has already been to your site and shown interest in your products, these keywords all of a sudden become relevant. It is important to know is that customers don’t always follow a linear search pattern.
Customers will sometimes start off with a broad search, then a specific search and later try a broad search again. Let me provide you with an example of a search pattern:
Best bath towels for kids
Bath towels with hoods
Cotton bath towels with hoods
Disney hooded bath towel = Conversion!
However, with the intent behind the search now clear, you are able to open the gates to this keyword and others keywords you previously turned down.Bid Higher Than In Your Regular Campaigns
Knowing a customer has been to your site before and chose to search further for one of your products is a big sign that they are continuously interested in the product line that you are offering. However, even though customers visit and navigate, it does not guarantee they will make a purchase. There can be several reasons why a searcher chooses not purchase from you right away.
A common scenario is that a searcher just wants to see what else is out there. If they see your ad on top during their follow-up searches, the likelihood of them eventually choosing you is higher.
Another scenario is that the searcher might have not find exactly what he was looking for on your site due to infrastructure problems. Web users have low attention spans, so if someone didn’t find what they was looking for quickly, he might just try to search on Google instead. By targeting all your products with RLSA campaigns in the top two position, you will be able to redirect that person back to your site.
Therefore, in many cases, you are able to bid significantly higher in your RLSA campaigns than your traditional search campaigns.Offer Special Incentives For Repeat Purchasers
I recommend that you do the same with RLSA campaigns. Don’t just assume that your current ad message is the best, but instead focus on evolving your ad message and allow repeat users to see the entire spectrum of benefits.Dynamic Remarketing Using Product Listing Ads
Dynamic Remarketing is the latest feature from Google in the world of remarketing. Dynamic Remarketing uses your Google Shopping feed to show specific products to users who have previously visited those products on your website.
The best practices for Dynamic Remarketing is the same as regular remarketing:
Bid higher the further down the funnel a user is
Remember frequency capping
Start with broader segments, but remember to segment
Dynamic Remarketing is definitely one of the most promising features I’ve seen from Google lately, and I’ve seen surprisingly good results from running the campaigns in several industries.Advanced Strategies for Display Remarketing Success
You might think that regular display remarketing has become obsolete with the addition of Dynamic Remarketing, but traditional remarketing still lives strong. Remarketing is an exceptional way to extend your reach to motivated users who have already shown interest in you.Split Up Your Remarketing for Different Groups
Segmenting your remarketing targeting in different groups is one of the most best way to improve your performance. Don’t treat all customers the same. You can set clear layers of commitment to determine how aggressive you should remarket to each segment.
All Visits (Excluding the rest of the segments)
Abandoned Shopping Carts
With these 5 segments, you will be able to see a clear difference in CTR and conversion rates starting with high conversion rates for ‘Abandoned Shopping Carts’ to low conversion rates for ‘All Visits’.Match Your Cookie Time To Your Specific Customer Behavior
If you sell a small gadget that customers decide whether to purchase or not within a day, don’t set a 365-day membership duration for your remarketing lists.
Make sure that your membership duration matches your common buying funnel.Don’t Forget Frequency Capping
Have you ever been followed by the same ad from the same company all day, every day? I have. A lot. You know what? It doesn’t work. Yelling at me more doesn’t make me like you better.Change Ad Message For Non-Converting Users After Time
If your Free Shipping benefit hasn’t convinced your customer by day 10, it probably won’t convince them on day 20. Consider changing your benefit or include a specific offer and you will possibly experience greater results.Remarket To Your Converted Customers
If you sell a product like fashion or other products that can be sold year round, it’s tough to decide exactly when you need to start retargeting to existing customers. If you have a clear season or if your products have an expiration date, you will be able to retarget very efficiently.
Are you planning an upgrade to a certain item in 6 months? Retarget.
Do your wallets tend to get worn out after 12 months? Retarget 50% off for repeat customers after 12 months.
Do you sell swimwear? Increase your membership duration so it covers until the next season and bid aggressively.Focus On Other Conversions Than Direct Response
However, what if you could convert 10 or 20% into your email nurturing process or sell a product with lower value to get the customers email?
Consider other options when doing remarketing and you will see your opportunities open significantly.Consider Including Calls As Part of Your Remarketing KPIs
A technique I tested throughout the last part of 2013 was to focus on calls as part of my KPIs for lead generation remarketing campaigns. I saw a lot of the people who didn’t convert on a traditional lead capture form saw amazing conversion rates once I changed the landing page to one focusing on generating calls instead.
We also split-tested the original landing page to see if the performance increase was simply due to our prospects wanting to have a number to call, but the conversions stayed the same.
With a remarketing campaign following up with an ad message like ‘Get A Rep On The Phone Within Two Minutes – Call Now’, I have been able to increase the overall lead generation from AdWords by a healthy amount in several accounts.Should I Count View-Through Conversions?
I don’t use them.Know that Your Regular Search/Display Campaigns Are Also Remarketing Efforts
With Remarketing for Search, Dynamic Remarketing, and Regular Remarketing you will tend to see lower CPAs than you see with your regular Search and Display campaigns.
As you start RLSA campaigns, you might even see an increase in your cost per conversion for your regular search campaigns. I’ve seen time and time again that clients either want to or choose to allocate more budget towards remarketing with little knowledge of the eco-system.
Align your expectations across the board and know that if your overall campaigns are performing well for you, then there is no reason why you should lower your traditional search budget.
Six months after launching its Google Apps Marketplace, Google is pleased with the project’s progress but acknowledges it has much bigger expectations.
While encouraged, Google isn’t close to realizing its ultimate vision. “If you look at our goal, it’s lofty: to get all the best business cloud apps to work with us and be in the Marketplace,” said Scott McMullan, Google Apps partner lead.
Introduced in March, the Apps Marketplace is more than an e-commerce storefront. Through a series of APIs, third-party applications can be integrated in a variety of ways with the Google Apps suite, including having a single sign-on and fused UI navigation.
As such, the Apps Marketplace is intended to surround Google Apps with as broad a universe as possible of complementary cloud-hosted software for chúng tôi way, Google Apps customers can extend the suite’s functionality with external applications for things like CRM (customer relationship management), accounting and project management that have gone through an integration process with the Google collaboration and communication suite.
“We want to make it easy to go to the Marketplace and get anything you need to run your business in the cloud,” McMullan said in a phone interview.Little Innovation
The idea is sound, but the progress metrics don’t seem earth-shattering at this point, especially when compared with similar projects from other vendors, said IDC analyst Al Hilwa.
Google stands to benefit from the progressive acceptance and adoption of the platform-as-a-service model, he said. “We are still in the early stages but I would expect the [Google Apps] marketplace to pick up the pace a bit over the next couple of years as more companies begin to turn to the cloud,” Hilwa said.
Google is actively in talks with software vendors that have expressed interest in participating in the Marketplace but haven’t gotten around to working on the integration, McMullan said.
“As we bring new things into the suite, that opens up new meaningful integration possibilities to provide a good user experience and attracts new types of vendors,” he said.
Google has been very encouraged by the about 30 vendors who have developed applications using a new API unveiled in May that allows for the creation of “contextual gadgets” that let third-party applications display relevant data within the Gmail interface, he said.
A priority now is to replicate that enthusiasm in other Apps components. “There are more areas of the platform, particularly the Docs area, that we think are all very valuable use cases that need additional APIs to make them work. We’ll definitely continue to invest there,” he said.SmartSheet Satisfied
Integrating the SmartSheet software with Google Apps proved easier than expected, and the scope of the possible technical links was broader than with other platforms, Frei said.
“It’s in all our best interests if customers routinely find great solutions in the Marketplace to the problem they are trying to solve for. That means that they’ll likely look in the Marketplace when needing our category of solution as well,” he said. “If they install and try a few vendors and don’t find the solutions useful or professional, then they’re not likely to come back for other needs.”
Early on, a few new vendors gamed the review ranking system in the Marketplace, but Google stamped out the problem once it became aware of it, Frei said.
“The responsiveness of the Google Apps [development] team has been exceptional. Our experience is that they respond more like a hungry startup trying to make their partners successful, than a global giant with lots of leverage,” he said.
At this point, Hilwa doesn’t foresee Google rushing to start charging that commission. “The investment for ISVs to go on the cloud are significant and 20 percent probably eats whatever profit there is,” he said. “I expect it to stay at zero for a long time. Likely 20 percent may prove a bit high in the long run as the competition heats up in this space.”
McMullan said Google is aware that the Marketplace has to offer a clear value to all involved: “We launched this very explicitly with the goal of making this a good ROI,” he said.
Non-fungible tokens (NFTs) have been the buzzword across social networks for quite some time. Although around for years, they rose to mainstream popularity between 2023 and 2023. In 2023, digital artist Mike “Beeple” Winkelmann sold his NFT collage of 5000 pictures titled ‘Everydays: The First 5000 Days’ forThe Basics
The acronym NFT stands for non-fungible token. Each NFT contains a piece of identifying information that distinguishes it from all others. Since no two NFTs are the same, they can’t be traded or exchanged at an equivalent price or broken down into smaller units. Additionally, they can’t be interchanged or replaced, unlike fiat currencies and cryptocurrencies. Although one Bitcoin can be exchanged for another at a 1:1 ratio, just like a dollar bill can be replaced by another dollar bill of equivalent value, NFTs are not interchangeable. Each NFT has its own cryptographic signature, meaning it can’t be forged or manipulated. Although NFTs aren’t directly exchangeable for other NFTs, you can trade NFTs on secondary marketplaces, and use them across blockchain games, Web3, and the Metaverse.How To Get Started?
To get started with NFTs, you’ll need a digital wallet and cryptocurrency. The wallet will store your NFTs, and the cryptocurrency will be used to pay for the gas fees required to move the NFT from one wallet address to another. Gas fees vary depending on the network and NFT platform you choose. Among the available NFT on-ramps, one of the easiest ways to get started is by entering theThe Road Ahead
While art, music, and collectibles have a niche audience, gamified NFTs like the ones used in Play-to-Earn (P2E) games, Web3 ecosystems, and Metaverse projects offer new avenues for NFTs to flourish. By introducing true asset ownership and unlocking monetary potential, NFTs harbor the ability to create untold value for their holders.
Non-fungible tokens (NFTs) have been the buzzword across social networks for quite some time. Although around for years, they rose to mainstream popularity between 2023 and 2023. In 2023, digital artist Mike “Beeple” Winkelmann sold his NFT collage of 5000 pictures titled ‘Everydays: The First 5000 Days’ for $69.3 million . Mirroring Beeple’s success, other popular collections like Cryptokitties, CryptoPunks, HUMAN ONE, and hundreds more raked in millions of dollars during the frenzy. Rapid adoption echoed the high valuations, sending trading volumes of NFTs surging by nearly 21,000% in 2023 to cross more than $17 billion – an enormous increase compared to the $82 million in comparable volume reached in 2023. With the emergence of blockchain games, Web3, and the Metaverse, NFTs are quickly becoming the glue that connects these expanding ecosystems. NFTs aren’t traditional cryptocurrencies, but an intriguing form of digital assets that are powering new novel use chúng tôi acronym NFT stands for non-fungible token. Each NFT contains a piece of identifying information that distinguishes it from all others. Since no two NFTs are the same, they can’t be traded or exchanged at an equivalent price or broken down into smaller units. Additionally, they can’t be interchanged or replaced, unlike fiat currencies and cryptocurrencies. Although one Bitcoin can be exchanged for another at a 1:1 ratio, just like a dollar bill can be replaced by another dollar bill of equivalent value, NFTs are not interchangeable. Each NFT has its own cryptographic signature, meaning it can’t be forged or manipulated. Although NFTs aren’t directly exchangeable for other NFTs, you can trade NFTs on secondary marketplaces, and use them across blockchain games, Web3, and the chúng tôi get started with NFTs, you’ll need a digital wallet and cryptocurrency. The wallet will store your NFTs, and the cryptocurrency will be used to pay for the gas fees required to move the NFT from one wallet address to another. Gas fees vary depending on the network and NFT platform you choose. Among the available NFT on-ramps, one of the easiest ways to get started is by entering the Binance NFT Marketplace , and even more so if you are an existing Binance user. You can simply log in to your account, access the Binance NFT marketplace, and use your Binance wallet to buy NFTs. You can even list your NFTs for auction on the platform. One of the most defining characteristics of the Binance NFT marketplace is its cost-efficiency. While most other platforms charge 2.50% to 5.00% transaction fees on secondary transactions and as much as 15.00% on primary transactions, Binance NFT Marketplace has a flat fee of 1.00%, helping users maximize the value of each transaction. Moreover, compared to other platforms, you can mint your own NFT at a nominal fee of 0.000001 BNB (less than $0.001 at today’s market value of BNB ).While art, music, and collectibles have a niche audience, gamified NFTs like the ones used in Play-to-Earn (P2E) games, Web3 ecosystems, and Metaverse projects offer new avenues for NFTs to flourish. By introducing true asset ownership and unlocking monetary potential, NFTs harbor the ability to create untold value for their holders. For instance, the first-ever mafia-themed Metaverse RPG game MOBLANDS recently introduced a new revenue-generating model called “ NFT 3.0 .” This approach unlocks additional utility and business models on top of the game’s virtual land and real estate. The first iteration of NFT 3.0 is the game’s Digital WEED Farms. These farms are upgradeable and come with revenue-generating business licenses to produce in-game weed. Farm owners earn in-game rewards by simply operating the farm and can also lend their farms to other players to earn a share of the revenue from the borrower. Another emerging initiative, Fashion League , is a female-led P2E game that aims to unlock new utilities for NFTs by leveraging Web3 and the Metaverse. The game offers an RPG experience focused on fashion alongside a platform to display and monetize digital products. To empower first-time users to enter the world of NFTs, Fashion League offers social play elements and grants players access to a proprietary 3D design tool to create unique clothing designs without prior knowledge. With the sheer number of emerging platforms and no-code NFT infrastructure flooding the market, it has never been easier to get started. More importantly, NFTs have applications in almost every industry. New projects are unlocking even more use cases for NFTs, such as NFTs for real estate, healthcare, supply chain management, identity verification, and more. Because they represent a unique source of value, anything of value can theoretically be tokenized, which is precisely where NFTs are heading.
Google Classroom is a free virtual meeting place for instructors and students. The platform is very easy to learn for anyone with a Google account, as it closely integrates with the Google apps you know and use every day. This Google Classroom guide covers everything you need to know to get started as an online tutor.What Is Google Classroom?
Google Classroom is Google’s free e-learning platform where students and teachers collaborate and interact through online training, class assignments, and reciprocal communication. It is designed for both self-paced and live learning. To operate Google Classroom as a school administrator, you need a Google Workspace for Education account.
Combined with other Google apps, such as Gmail, Google Docs, Google Sheets, Google Drive, Google Meet, and Google Calendar, Google Classroom achieves the same outcome as a physical classroom. Just as in the real world, a teacher can mark attendance, assign homework, grade the assignments, provide feedback on progress, and also interact with parents/guardians.Getting Started with Google Classroom for Teachers
If you’re new to Google Classroom as a teacher, follow these steps in order to access, create and manage your online classes.1. Accessing Google Classroom
Accessing Google Classroom is very easy for both teachers and students.
You will see a disclaimer requiring you to agree that your school/university will sign up for a free Google Workspace for Education account. (Check the FAQs at the end for more information.)2. Creating Your Class in Google Classroom
Give your class a name and provide the section and subject details.
Next you will see a blank classroom homepage requiring a basic setup. Either select a customized theme or upload a relevant photo.
If you’re uploading a picture from your computer, it should at least be 800 x 200 pixels. Crop and fit the image so that it can fill up the banner.
While adding the above classroom details, you’ll see extra options to insert Google Drive files, YouTube videos, and website links.
Go to “Settings” on the left, where you can set up class notifications and enable or disable them as per your needs.
Your class is now online. Alternatively, there’s an option to schedule the class launch for a future date.3. Managing Multiple Classes
As a teacher, you can create as many classes as you want, depending on the subjects. Any assignments or schedules you create for one cannot be transferred to the other classroom except by using a “Reuse” option. However, you can manage these multiple classrooms from the top level using a three-dot menu with options such as “Move,” “Copy link,” “Edit,” and “Archive.”Google Classroom: Important Features
Once you create a class, students may join. Before your first session, spend some time to explore the most indispensable features of this platform.1. Google Classroom “Classwork” Page
At the top of your homepage, you should see “Classwork,” one of the most important sections. Here you can use a prominent “Create” button to add assignments, quizzes, create topics and lesson plans, and reuse previous posts.
Assignments: to add an assignment, you must provide a description with additional instructions. You can optionally set up points or grades, schedule a due date and add files. Additionally, you can set quiz assignments and pose questions.
Reusing Posts: you can access a useful feature called “Reuse post’ that will save you the trouble of typing the same thing for each new lesson. Simply borrow the contents from an existing assignment, quiz or question (in any classroom) and reuse the data with the modifications needed.
Creating topics: if your course is well-defined, you will need to arrange it by topic. From the “Classwork” menu, create various topics in a sequence. There’s a visible option that allows you to move the topics up and down as needed.
Creating lesson plans: the topics are further subdivided into lessons. Any new assignment or task you create under a topic is automatically saved as a “lesson.” Therefore, you can easily formulate your lesson plans by topic.2. “To Review” Items in Google Classroom
Once your class starts, you’ll need a central dashboard to view all your students’ work. In the left corner of your Classroom homepage, you can see an icon for “To review” items. This section allows you to review student assignment submissions in one place.3. Organizing Files and Folders Collaborating With Students, Teachers and Guardians
Once your class is ready and the topics/lessons prepared, it’s time to bring over the students, other teachers and parents/guardians. Below you will find the most essential collaboration steps.1. Adding Students or Teachers to a Google Classroom
To add students to your class, go to “People” at the top-right corner. You can add them directly if they had previously sent an email to your Gmail account; otherwise, simply send an invitation with an invite link. The procedure to add teachers is similar. For this, select the relevant option before “Students.”2. Students Joining with a Class Code
Another way for students to join the class is to use a unique class code that is automatically associated with every classroom. It is prominently visible on your homepage. As a teacher, you can share this class code via Gmail or texting apps.3. Inviting Guardians to Google Classroom
On a related note, as a teacher, you can invite and send email summaries to parents/guardians.
Do keep in mind that the guardian email feature is only available with the administrator account in Google Workspace for Education, and the teacher has to be granted the access by the administrator.4. Sending Emails and Private Comments in Google Classroom
Whether you’re a teacher or a student/guardian, you can send private emails on your dashboard from the “People” tab, where you need to choose the email of the person you are contacting.5. Inserting Emojis and Bitmoji to Google Classroom
Both students and teachers can use flashy emojis and other colorful symbols to make the class more engaging.
To insert an emoji in Google Classroom, simply use the built-in emoji keyboard on your device. Windows users can use Win + ; to generate a huge list of emojis. Mac users can use Control + Command + Space.
To add your personalized Bitmojis in the classroom, use this Chrome extension.6. Giving Feedback on Assignments and Quizzes 7. Tracking Attendance in Google Classroom
Tracking attendance in Google Classroom can be done manually, but with Google Workspace accounts, you can install this detailed timesheet tool. Once done, the attendance tool is automatically added as an “add-on” in Google Sheets.
The Google Sheets document automatically updates the entries each time a student attends the class. The rest of the data has to be filled in manually.
If you’re planning to use Google Meet in your daily lessons, use this “Attendance for Google Meet” Chrome Web store extension.8. Checking for Plagiarism on Google Classroom
Once a student has submitted an assignment, the teacher can check it for plagiarism using the “Plagiarism Check” Workspace extension. It can be located as a Google Docs add-on.Gaining Access to Google Workspace for Education as a Teacher In Summary
Google Classroom greatly complements your blackboard teaching skills: you can assign homework, check tutorials, create quizzes and grade your students.
Online classes can feel exhaustive at times. Why not interrupt them sometimes with free board games you can play with your friends and co-op browser games.
Sayak Boral is a technology writer with over eleven years of experience working in different industries including semiconductors, IoT, enterprise IT, telecommunications OSS/BSS, and network security. He has been writing for MakeTechEasier on a wide range of technical topics including Windows, Android, Internet, Hardware Guides, Browsers, Software Tools, and Product Reviews.
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Consumer priorities are shifting rapidly as the world faces an unprecedented healthcare crisis.
Sensitivity to consumers’ needs is more critical than ever.
Brands must think carefully about how to engage with consumers in meaningful ways that not only increase conversions but help build brand trust.
Throughout the day, we consume content from blogs, news channels, television shows, social media channels, etc.
All of that content has the potential for native ad placements, which is why the native industry can be complex.
Advertisers know that in order to reach their target customers, they need to have a presence on channels where consumers spend their time.
This is where native comes into play.Is Content Network Targeting the Same as Native?
In short, no.
But native today isn’t the contextual targeting of yore.
Microsoft deprecated the content network in 2023.
However, Google Ads still allows content targeting in the Google Display network.
Unlike the content network, native ad placements are not based on the keyword or the keywords within the article on page, they are based on audience targeting.
It is worth noting that Google Ads still allows content targeting in the Google Display Network based on:
Topics: Pages about specific topics. Google Ads uses factors such as text, language, links and page structure to determine the topics of a page.
Placement: Specific websites, or subsets of a website.
Keywords: Just that, keywords.
Display expansion for search: A combination of automated bidding and smart targeting.What Is Native Advertising?
The publisher controls and is responsible for rendering the ad.
For example, a native ad might show up within an article you’re reading on your favorite online news source, or as a post on your Facebook feed.
In-feed placements appear directly in the article or blog post.
Recommendation widgets appear on a publisher’s website and presents recommended content or products that are related to the content you’re already consuming.
Promoted listings, also referred sometimes as sponsored content, are designed to fit seamlessly into the browsing experience.Is Native Advertising Programmatic?
It depends. (A marketer’s favorite answer.)Is Google Display Native Advertising?
Yes, Google Display & Video 360 has native creative formats that can be integrated into a display campaign.
The native creative can target:
App install (Google Play or Apple App Store).
Site creative (square or rectangular display format).
Video (similar to site creative, but uses video instead of an image.)Is Microsoft Advertising Native Advertising?
Currently, Microsoft Audience Ads are available in three formats:
They can be set up as part of an existing search campaign that is extended to native or as a separate audience campaign.
Even if you choose to opt into the Microsoft Audience network from within your search campaigns, the ad placement is based on audience targeting using the Microsoft Graph.
The Microsoft Advertising Graph captures billions of signals across our consumer products, such as browsing data, search history and behavior, and deep profile data from LinkedIn.
Microsoft’s audience network spans:
A wide range of brand-safe environments, including MSN, chúng tôi and Microsoft Edge.
Select premium partner properties such as CBS Sports, Everyday Health, Fox Business, the Atlantic, Apartment Therapy, and Reuters.
According to ComScore, the Microsoft Audience Network reaches 92% of the online audience throughout the U.S.AI-Powered Placements Focused on Quality & Giving Complete Control to the Advertiser
The audience network was created with two priorities in mind: quality and control.
Control encompasses its ability to provide brand-safe environments and data privacy.
Microsoft enforces strict publisher standards and reviews and publisher partners are closely managed and thoroughly vetted.
Global blocklists and the ability to exclude certain sites gives you even more control – and peace of mind.The Success of Native Advertising Depends on Trust
How do organizations establish and maintain consumer trust?
By putting long-term strategies in place for actively engaging with consumers, listening and acting on customer feedback, adhering to data privacy and protection, and being transparent and authentic.
iProspect proposes that there are three key components to consumer trust: credibility, relevance, and reliability.
Is your brand competent and legitimate?
Do you listen to and act on customer feedback and provide relevant content, products, and services?
Do you deliver a consistent experience that meets customer expectations across every customer interaction?Native Case Studies: Reaching Untapped Audiences
Ads are credible, relevant and consistent – but not invasive or intrusive.
2X higher on MSN Infopane.
3X higher on publisher partner sites.
Volvo and marketing agency Mindshare decided to test the Microsoft Audience network as a strategy to support awareness and help maintain sales for their best-seller the XC90 luxury SUV.
They combined LinkedIn, gender, remarketing and In-Market audience data to find new audiences to target and to uncover previously untapped audiences.
The campaign drove significant traffic and exceeded their expectations with conversions:
65,000 incremental site visits.
CPA on-par with their non-brand search campaigns.
Running native campaigns in conjunction with search campaigns helped Buyerzone reach business-to-business audience.
1,700% increase in impressions.
20% profit increase on top of their traditional search campaigns.
75% decrease in CPC.
Alan Barish, senior online marketing analyst from BuyerZone said, “almost every single conversion we’ve gotten from the Microsoft Audience Network has converted into a lead, which is amazing.”Maintaining Trust & Engagement in Uncertain Times
Never in modern history has it been so critical to create meaningful connections between your brand and consumers, and earn and maintain their trust.
With data privacy rising to the forefront of consumers’ consciousness and as recent global events add complexity to the consumer-brand dynamic, delivering targeted, trusted and relevant content is a critical strategy for continued business growth.
Start with a foundation of trust, success is inevitable.
Test using native as a way for your brand to make meaningful connections with consumers that build trust and drive conversions, setting the stage for ongoing credibility, relevance, and consistency, even in uncertain times.
All screenshots taken by author, March 2023
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