Category Archives: User Behaviour

Google Advertising Trends And Facets – Replete With Money Making Options For You

How to make money from Google advertising? DO you often think on this issue? If you do then you should know that there are many ways to accomplish the task. For example you must be aware of the money making options that yo9ucould earn from the podium of Google Ad Sense. When it comes to the issue of earning torrential amount of money, Google Ad Sense does have some real good news waiting for you. Let us check out some quintessential facts pertaining to these advertising trends, services as well as portals.

Create your ad as well as ad unit

If you have to make the most out of the Google advertising trends then you should learn how to make the most out of the podium of Google Ad Sense in the first place. Let us begin from the very beginning. In order to set things in perfect motion you would be required to come up with your own account in the first place. So, create your ad as well as ad unit. You will get this option in the My Ads segment of Google Ad Sense. Once you have logged into the My Ads segment of Google Ad Sense you need to find out the button of new advertisement. When you find the unit you need to name it according to your requirements.

Choose particular ad style as well as ad type

Once you are done with the ad unit in My Ads segment of Google Ad Sense you would be seriously required to decide a particular ad style as well as ad type that relate with your needs. Choosing the right ad style as well as ad type is really important as it propels you on the avenue of earning torrential money.

Get the edge of custom channels

Get the edge of custom channels in this connection. It is really important. Custom channels are going to give you great support in every location. If you have to ensure the success of your Google Ad Sense account then you need to be careful of the custom channels in the first place.

Get the edge of ad sense and move towards your lofty goals in life. If you make it a point to check all the Google advertising trends and facets you should be able to get the real picture. You can bet that they are replete with money making options for you. Keep an eye on the facts of Google advertising trends and facets and be sure to make money out of it. Earn huge and chase your dreams. Be the king of your own life.

Endless Possibilities With Influence Of User Data On The Ranking By Google

With the rapid influence of the internet generation, one will never deny the increase in online marketing and business formation. To promote one’s entrepreneurship in the internet, one needs to follow a specific set of proximities to gain suitable profitability measures. Managing specific content and enabling the usage of search engine optimization (SEO) is to be considered a vital part of this process. To enable the users a better and simpler technique of SEO, Google has created numerous algorithms to judge one’s search preferences. Almost two hundreds of specified algorithms have been developed to Influence of User Data on the Ranking by Google.

The recent notes

According to recent research, keywords and domain names have lost their importance on any attempt in optimizing search engines. The procedure not only means the significance of keywords facing at its apparent extinction, and overuse of the hard optimization techniques may also lead negative effects. User data plays a vital role in determining algorithm patterns written or updated by Google at every point of time.

Avoiding the use of brand name

If you have been hunting for various items or devices of a specified brand, Google excludes them from their repetitive ranking methods. Brand names are barred from such constraints. Google Inc considers brand names not to be in the same criteria, and considers their name to boast relatively more back-links specifying the brand name in the text only. Hence, user personalized data ranking algorithms due to search of brands are not considered to be negatively impactful.

The credibility of content

Search engine may depend on how good the content proves itself to be. The ranking of the respective sites always takes into account the entire body of the content and this further enables the site to attain additional hits, and be up in the list of the ranking page. It has been seen that people are more inclined to search those sites which have a good quality content to offer. Influence of User Data on the Ranking by Google on such searches is equally essential to maintain ranking order of the websites.

Wrapping up

The user data plays an important role in shaping the website ranking process of the search engines. The share engines policies dependlargely on the type of words entered by the users while searching for information. This is done in order to provide the users with redefined experience of using the online platform and also to cut out those website which doesn’t have the required capability.

Endless Possibilities With Influence Of User Data On The Ranking By Google

With the rapid influence of the internet generation, one will never deny the increase in online marketing and business formation. To promote one’s entrepreneurship in the internet, one needs to follow a specific set of proximities to gain suitable profitability measures. Managing specific content and enabling the usage of search engine optimization (SEO) is to be considered a vital part of this process. To enable the users a better and simpler technique of SEO, Google has created numerous algorithms to judge one’s search preferences. Almost two hundreds of specified algorithms have been developed to Influence of User Data on the Ranking by Google.

The recent notes

According to recent research, keywords and domain names have lost their importance on any attempt in optimizing search engines. The procedure not only means the significance of keywords facing at its apparent extinction, and overuse of the hard optimization techniques may also lead negative effects. User data plays a vital role in determining algorithm patterns written or updated by Google at every point of time.

Avoiding the use of brand name

If you have been hunting for various items or devices of a specified brand, Google excludes them from their repetitive ranking methods. Brand names are barred from such constraints. Google Inc considers brand names not to be in the same criteria, and considers their name to boast relatively more back-links specifying the brand name in the text only. Hence, user personalized data ranking algorithms due to search of brands are not considered to be negatively impactful.

The credibility of content

Search engine may depend on how good the content proves itself to be. The ranking of the respective sites always takes into account the entire body of the content and this further enables the site to attain additional hits, and be up in the list of the ranking page. It has been seen that people are more inclined to search those sites which have a good quality content to offer. Influence of User Data on the Ranking by Google on such searches is equally essential to maintain ranking order of the websites.

Wrapping up

The user data plays an important role in shaping the website ranking process of the search engines. The share engines policies depend largely on the type of words entered by the users while searching for information. This is done in order to provide the users with redefined experience of using the online platform and also to cut out those website which doesn’t have the required capability.

Avoiding unwanted clicks in the display network

If a Pay Per Click advertiser started off only working with the Google Search Network then switching to or expanding to the Display Network might be somewhat daunting. The first thing one might notice is how differently keywords are handled, in that they aren’t necessarily needed at all.

Instead various targeting criteria, used to qualify your intended audience across Google Display Network websites, are employed. The tools at your disposal are:

 

  • Display Keywords

    Unlike regular keywords these are used for context in websites, to find pages that are related to what you’re advertising.

     

  • Manual Placements

    A very powerful tool, placements lets you decide exactly what websites you are interested in advertising on. Of course these websites must be opted into the Google Display Network.

     

  • Topics

    These are like Display Keywords but more broad in scope. You select general categories that are relevant to your ad and then Google finds websites that matches those categories in content.

     

  • Interests

    So far we’ve been targeting websites and their content. Google surreptitiously tracks the websites that internet users browse whenever it can which allows us to target ads to users that have shown interest in relevant categories. So the vital distinction here is that we are not necessarily showing ads on relevant websites but instead to users that have been on relevant websites.

     

  • Gender & Age

    These are actually two distinct targeting parameters but they are self explanatory enough to lump them together.

     

    You can combine multiple targets but bear in mind that each one limits your exposure, not expand it. So a potential user needs to be applicable to both targeting A and targeting B before your ad gets served.  If there are little or no octogenarians that have an interest in skateboards then try not to use that age and topic combination.

     

    Just like negative keywords in the Search Network you can add targeting parameters that exclude users to which it applies. This will become very important, as I will explain soon.

     

    By far the most powerful tool here is manual placements. With all the other tools we are trusting Google to be reliable and accurate, which are not always guaranteed. Except for manual placements we are targeting characteristics of users that are collected, estimated or even guessed at. Of course we aren’t even targeting the user personally, just the device that they browse the web on. It is possible that the tablet, laptop or personal computer that has become associated with certain browsing habits is shared or becomes shared with another person. Users that

     

    So eventually only with manual placements can one be confident that the website showing your ad is showing it to a relevant audience, because why else would someone have visited it?

     

    Until you start curating where your ads appear you may be surprised where they might pop up otherwise. For this reason you may want to use the Display Network’s site category options to exclude types of websites that don’t line up with your ad’s message.  You can choose to not display your ad on websites based on what type of content those websites carry or what type of service they deliver. For example you might want to avoid placing your ad on a gambling website or one that contains profane language.

     

    So far we keep referring to ad platforms as websites, which is correct for the most part. However the Google display network extends to their Google App network for mobile devices. You may find that your ads aren’t appearing on websites at all but on Android games and apps. This market is undisputedly very different and if you are not overtly aware of it when you launch your advertising campaign then you might be capturing clicks from disinterested or irrelevant parties.

     

    Like the shared family computer, targeting a device isn’t like targeting a person. It is not unusual for a typical mom or dad to browse various websites on their tablet and then hand it over to their child to play games on. Serving ads about the latest fashion trends in high heels or camping gear won’t hold sway over little Timmy playing with his edutainment app. And if he does tap on your ad, incidentally or not, it would be a wasted click.

     

    You can avoid advertising on mobile platforms by adding the GMob mobile app non-interstitial category as an exclusion.

     

    Ultimately with all PPC campaigns you need to constantly experiment and monitor the results. A portion of your budget should be allocated to finding new marketing strategies, especially so in the first few weeks. This counts double for the display network since you’re using broad audience qualification parameters than simple Search Network keywords. Also if you don’t start off using manual placements, which is fine if you don’t know where your target market spends their time, then you don’t know where your ads may end up.

     

    There is no sure fire strategy here since every marketing campaign is unique. It is up to the advertiser to see what works and what doesn’t.

Ad Viewability – What All the Fuss is About

On the 31st of March the Media Rating Council lifted their viewable impression advisory for display advertising.

What does this mean for us?

Well let us look at what the MRC does.

The MRC examines the technologies that the media industry employs to measure the impact of advertising on their respective audiences, and ensures that all those services that it accredits are valid, reliable and effective. Notable members of the MRC accreditation program include various Google, Microsoft, Apple and Yahoo services. If the MRC advises anything then the big players in online marketing are likely to listen. What the MRC did advise was not to think you or anyone else knows how to measure viewable impressions.

Since November 2012 and up until the end of March 2014 the MRC have deemed viewable impression technology to be in its infancy and not sufficiently advanced enough to guarantee accurate measurements. This advisory was not intended to stymie research forays into the field, but instead to protect both the companies from offering flawed measurement services and the people willing to use them. The time since the advisory was put in place was enough to develop the technology and standards needed to provide rich, accurate data on viewability.

The MRC outlines their decision and the rationale behind it here, or alternatively visit their website at www.mediaratingcouncil.org.

 

Why is impression viewability important to us?

The watchword of online marketing is measurability. Instant, real-time information gathering on what you’re advertising, when you’re advertising it and to whom you’re advertising it to. Today you can see how many people are on your website, what they are viewing, how they got there and what path they followed to get there. The more information we can gather on our customers, as well as who didn’t turn out to be valuable customers, the more we can do to fine tune our marketing efforts.

Right now Google’s Search Network is a finely tuned machine for advertisers. Everyone knows exactly what they are bidding on and where their ads are displaying. If you are maintaining a 2.0 ad position average then you can be confident that your ad is appearing within the top three spots on Google’s Search Engine Results Page.

Display advertising is severely lacking in a number of these metrics.

First and foremost you have little control over where exactly your appears on 3rd party websites. You have no guarantee that your ad is being displayed in a prominent position likely to get the user’s attention. Worse still, there is no guarantee that your ad is seen at all despite racking up impressions. This is the lack of security that impression viewability technology wishes to address. In theory if an ad has been scrolled passed or not even seen then that should not count as a viewed impression. In practice due to the lack of cohesive standardisation around website design and even impression view metrics it has been difficult to know whether viewed impressions really were viewed impressions.

That, the MRC believes, is now a thing of the past and Neal Mohan (VP of display advertising at Google) agrees. He writes a compelling article advocating why impression viewability is a sorely needed metric in online advertising. You can read his article here.

Google has long been working on their Active View service (which is only available in the United States as of writing). With this service you can purchase views on the Google Display Network Reserve, which are similar to clicks in nature. You don’t pay for your ad appearing, you pay for it being viewed (according to the measurements Google defines as being viewed.)

The hope is that because only a finite amount of online content can be reasonably be consumed by the web-surfing public  guaranteed views are actually a valuable, limited resource. A webpage might serve an unrealistic amount of ads, but only a fraction of them, if any, can be classified as guaranteed views.

Advertisers wish for their marketing efforts to be measurable and have a demonstrable impact. Advertising platforms such as Google wish to keep their ad networks of high quality and desirable. With viewable impressions set to become an industry wide standard both may come to be realised.

User Behavior To Position Your Brand – Leveraging Market Perception

When you set the inbound marketing parameters in pay per click, the obvious question that may lurks in your mind is why people react the parameters we set in. It is about how you churn the content as per the target segment you are focusing on. If you think critically, keywords are the main factors, steering the user behavior of Google Adwords. The reaction of behavior that you receive is the resultant of the common factors of Ad text and target segment propped up the selection of keywords. In fact, it is the reflection of how well the PPC advertisement has been made.

Recognizing psychological needs

The most recent and important issue of content marketing, the authorship is holding the pivotal place in creating brand association. The reaction that you sense from your target audience while marketing products or services, are connected with their vested interest. It is the reflection of their acknowledgement and appreciation for the promotional message. This happens, as the organic keyword stream gives them the recognition and sense of their being in the Ad text. Behavioral indicators also signal the social evidence through the call to action that depicts the customers’ belief or taste. This is why; customers react to the content of the transit message made in those 3 lines.

Signaling continuous growth

As the content establishes the trust between the brand and target audience, there grows the likeness for the product or services of the brand. It is the feel-good factor or the situation created by displaying the salient feature of the product, exactly, what the target audience is looking for. The concept of limited edition is also, a behavioral mind bender. As you make the advertisement appear in the personal mailbox of the selected database, it creates a direct psychological impact of being special. This naturally creates positive impulses between the advertiser and buyer. However, there is a host of such behavioral signal that can affect your Adwords messages, leading to decisive future.

Click Through Rate versus Conversions

One of the first calculations we make, or shown automatically, when we are presented with impression and click data on an ad group or campaign is to divide the clicks by the impressions. Multiply that result by a hundred and then you have your expected Click-Through Rate (CTR) expressed as a percentage. Your CTR represents how much traffic it captures typically and its exact value usually depends on what you’re advertising, how you’re doing it and to whom.

 

We care about having a CTR that is not abysmally low for two reasons. Firstly it is simply common sense that an ad that is racking up impressions but not clicks isn’t serving you very well. While impressions (in the Google Search Network) doesn’t have a monetary cost you will however pay in other means. It takes time and effort to set up an ad campaign which you should be rewarded for. Even if time and effort is negligible you are nonetheless serving dysfunctional ads for keywords that could otherwise be giving you returns. These points may not be sufficiently discouraging to stop this behaviour, which is why AdWords steps in to prevent it. AdWords compares the CTR that you are getting with what it thinks you ought to be getting, adjusting for ad position and market forces, and if given sufficiently disappointing numbers your Ad Rank will drop. This may even cause your ads to stop serving altogether if their ad rank wasn’t good to start with. Not having your Ads prevented from showing is the second reason why we take CTR seriously.

 

But not too seriously. An ad’s CTR is not the sole indicator of its performance. It is possible, nay easy, to create compelling ads that captures swathes of traffic while being completely irrelevant to your business. This is why it’s important to qualify your audience with your targeting and ad text. Irrelevant clicks are a direct liability and a drastic misappropriation of marketing funds. So let’s see how to keep them relevant.

 

Targeting:

Using tools in AdWords to control when your ads show and to whom is the first step to optimising your CTR and relevance. By excluding markets that wouldn’t be interested in your product or service in the first place you’ve avoided both pointless impressions and irrelevant clicks. If you have a food delivery business that operates in a particular set of suburbs then it would be best not to advertise in the greater metropolis. For that matter it would sometimes be best for your ads not to serve at times when your business is closed.

 

Optimising your targeting parameters can influence your CTR to either increase or decrease, but because we have removed a lot of uninterested parties we can expect it to improve.

 

Motivation:

As the second part of qualifying our audience we have to use ad text that captures people’s attention without misleading them or incorrectly portraying the business or product. More compelling ad text that users are interested in seeing, such as real discounts, specials, vouchers and prices, will get them clicking. Being specific about what is being advertised and what people can expect once they’ve clicked allows them to decide about it beforehand. This is could actually decrease your CTR because of people deciding on the fly whether they are interested or not. Despite sounding counterintuitive we actually want his to happen. If you can get shoppers to gauge their willingness to purchase before they click then you haven’t wasted a paid click on them making that decision on your website instead.

 

So we have come to a shocking revelation. There is a scenario where implementing a marketing strategy that reduces your CTR is actually a good business decision. We have a metric that indicates this and it is called conversions.

 

Conversion tracking offers a way of measuring which ad and keyword combinations result in clicks that actually lead to valuable actions. It is one thing for someone to read your ad, click it and land on your website and it is another thing for them to order services or purchase products thereafter. It will also tell us when a change that reduces CTR actually improves sales. Once conversion data starts rolling in it’s possible to judge what keywords are getting clicks but don’t lead to conversions and which ones do. From there it’s pretty easy to optimise. From this data we can start estimating profitability. If we look at an ad’s average Cost Per Click (CPC) and divide that by the conversion rate then we get an estimation of how much each conversion ultimately costs. If that value is less than the average worth of a valuable action on your website (minus expenses that aren’t ad related) then the ad campaign is returning a profit.

 

Setting up conversion tracking requires some technical skill in regards to HTML code and editing your website. It’s not terribly difficult but some assistance from your web hosting company may be needed. Failing that, either grab the nearest computer-literate person or just try to wing it. Google offers some decent step-by-step instructions here. It’s important to identify what a valuable action is on your website. Often it is not enough that a person has simply viewed your contact details page as we have no way of measuring if that directly resulted in a call or email. However a purchase or transaction is solid ground for measuring returns. We then have a middle ground, where the monetary value of a measurable action, such as signing up for a newsletter or submitting an application form, has to be estimated.

 

Conversion tracking does require extra work in the form of setting it up, monitoring it and optimising it but offers valuable insights that should not be overlooked.

 

Leading High Quality Traffic To Your Site With PPC

Getting good sales leads to your website is a deep and rich topic for which many words can be typed. It would help then to condense it to something terse and digestible. Let us look at a few primary areas of interest: Targeted Advertising. Call to Action Motivation, Landing Pages and Sales Funnels.

 

Targeted Advertising

Google AdWords offer various options on specifying who sees your ads. It’s possible to limit by physical region (in so far as IP address associations with geographical areas permit), time of week and time of day. Of course you are already targeting an audience by nominating certain key word and phrase combinations. Display network campaigns have further options such as where they appear (manual placements or by interest) and to whom based on interest profiling. These mechanisms ensure that your ads will only appear for and thus potentially be clicked on by interested parties.

 

Google’s Ad Quality ranking motivates advertisers to optimise their ads to be relevant to their market lest they be penalised by lower ad placements, increased Cost Per Clicks (CPCs) or being prevented from appearing. This helps Google as much as it does for advertisers since it keeps all results on Google’s Search Engine Results Page (SERP) relevant and useful. What it does for advertisers is hopefully reduce the negative impact of bad advertising methodologies to some degree, although that responsibility still ultimately falls on the marketer’s shoulders.

 

This initial step is has a huge impact on sales quality and deserves to be discussed at length, but is not the subject of this article. As long as the basic principle of “advertise to those who want to see your ad” is not broken then we can continue to the next phase of generating good sales leads.

 

Call to Action Motivation

Advice on the wording in an ad often stresses the importance of including a call to action phrase. While that point isn’t disputed there is more to it. While practically any ad can be worded to become more alluring it must still represent the content that it links to, which we call the landing page. If an ad links to a page that doesn’t meet the user’s expectations then it would most likely result in the user leaving promptly. For this reason it’s useful to have different ads that cater to potential customers that are in different states of mind. Some people might be more interested in investigating a service while others are ready to perform an action of value. The latter should ideally be targeted and directed to your sales or sign-up page.

 

Landing Pages

As discussed above landing pages are partnered with your ads. It would be a mistake to consider any changes to the one without taking the other into consideration. To sum up, be sure that the landing page is what people navigating to it is what they are expecting, and any actionable desires they may be harbouring can be performed on the page.

 

Sales Funnels

In the steps we have already covered, from audience targeting to customising landing pages, forms part of what is called sales funnels. What we ultimately want is conversions, whether that is a page view, a sign-up or a purchase. In many cases it’s a liability to direct unqualified traffic to a website, as any free or non-automated services that that site offers may be abused or simply inconvenienced. Once we have identified and qualified our leads by targeting and click motivations we have them on our website and wish to direct them to a conversion. Different leads require different sales funnels. People who are already fully informed of your service or product should be treated as such, and not sent to a “about us” or “frequently asked questions” page. Conversely less motivated leads should be informed of what you are offering them before you try to sell it to them. This will engender trust and brand awareness.

 

Pay per click marketing does not function in isolation and is part of a much larger system. If considered as part of the whole sales process then it becomes clear that it is the first in line of a number of increasingly subtle methods of generating a qualified conversion. If there is any disconnect between these parts then your customers will be the first to notice the dissonance. On the other hand the rewards of a harmonious and streamlined sales generation and sales funnel process can be immense, especially given the inherent customisability of Google AdWords Pay Per Click targeting.

 

The Search Engine Results Page and User Behaviour

There is analogy I’d like to illustrate here with the help of the idea of ergonomics.

Literally translated from Greek as work laws, in the sense of the rules of interaction, ergonomics serves us to better understand how people interface with their physical surroundings. In words of the layman things have to be designed so that they look like what their function is. The rubberized plastic on a bread knife’s handle, coupled with the evenly spaced indentations clearly signal that it meant to be picked up and held firmly. Icons and buttons on a smartphone’s monitor are intentionally made to look like physical buttons you may find on another electronic device, like a remote control. Smartphones that gently vibrate after these virtual buttons are tapped is a hap-tic feedback that replaces the natural sense of touch had it been an actual button being pressed.

So ergonomics help us better design the world around us so that we interact more intuitively. This deduction of course stresses that the message of usability is communicated before the interaction starts.

So far though the given examples have been limited to physical objects. Can this principle be applied elsewhere more abstract? Perhaps Pay Per Click?

Let’s examine the typical Search Engine Results Page (SERP). Using Google as the search engine of choice one can enter practically any topical query and get results in the following layout: Up to three detailed PPC ads above organic search results with perhaps some more on the right. There may be some additional content helpfully provided, such as a Google maps insert or a list of related businesses with their contact details, but the basic layout stays the same.

It would be tremendously useful to have data on how people process SERPs. We could then apply the principle of ergonomics to our ads. That is if we know how people interface with AdWords then they can be designed in a manner that anticipates being read or ‘used’ for optimal comfort and engagement.

Luckily we do have something and it is called eye-tracking heat maps, which is data that shows what parts of a page receives the most attention. A number of studies and experiments have been performed on SERPs since it has gained prominence in the 2000’s using this technology. Some useful conclusions have been made. One of these is called the Golden Triangle and it is of vital importance to PPC.

When a user is presented with a SERP they examine the first result in its entirety so as to deduce the nature of both that particular result and to some extent all others. The second result also receives attention but less critically than the first, with the user often trailing off by the end of it. The third result garners less attention still. The Golden Triangle shape, or tilted pyramid if you prefer, illustrates this diminishing attention span. For the rest of the results the user alters their behavior to a pattern called the F-shape. While the most prominent results enjoyed user engagement latter results within the tail of the ‘F’ are surveyed quickly.

There are two types of reading techniques that are employed automatically by users looking for particular information, namely skimming and scanning. Skimming is orientated around themes and scanning is only focused on key words. We can deduce that skimming is employed for the top few results, when the theme of the SERP is still unknown, and scanning used for the rest.

What does this mean for PPC?

For one, if you are luckily enough get top of page rankings for your ad, or just bold enough to bid aggressively for that position, then the content of your ad has more leeway to be descriptive instead of being terse. On the other hand lesser ranked ads should forgo unnecessary details that would likely be ignored out of hand.

Google AdWords offers a number of ad extension options which when used increases the amount of content displayed to users, but only if that ad is displayed in one of the prominent positions. This is helpful because we already know that more content is readily consumed at the top of the page without one necessarily having to change the ad text itself.

Highlighted keywords gain more importance with lower ranked ads, which help your ad being noticed instead of passed over.

Even without the statistics and data on user behavior on SERPs there remains a bottom line on usability that is a core tenet of ergonomics. Design your ads so that you yourself would be compelled to click on them.