As a follow up to yesterday’s WebiMax Blog, Michael Stewart, Senior pay per click manager, discusses the pros and cons of Google’s new Ad placement.
The new placements, previously having been shown on the top and side of search results, will now be shown beneath search results to create a more consistent viewing experience. They have started rolling out the new layout since last week and will continue until fully deployed sometime over the next month. Until these changes are fully implemented, ad placement can vary by search query.
Google testing has shown many cases of click-through rates improving with ads under the results versus the side. This supports Google’s reasoning stating they want to create a more consistent and top to bottom viewing experience. The new ad placement can help low budget advertisers compete with the top dollar advertisers. In addition, it can help capture clicks otherwise lost from result clicks as searchers scan the page from top to bottom. It is up to finding the best PPC company to leverage these changes to the clients advantage.
Inversely, however, it is possible that the additional clicks accrued from the lower positioned ads may cannibalize the top positioned ad clicks. That being said, well-funded aggressive advertisers may face added competition as a whole. This will undoubtedly mean that more intensive management of such accounts will be needed to analyze the ad position placements and optimize them properly.
About the Author: Mike joined WebiMax in March of 2010 with over 10 years’ experience in managing PPC accounts. He brought his Google Qualified Individual credentials to initialize WebiMax as a Google AdWords Certified partner. Helping clients of wide ranging budgets, Mike works across all teams within WebiMax from Sales, SEO, Social Media, Web Design, and Executive Management to insure that clients meet and exceed their advertising objectives by acting as the lead in the PPC management process at WebiMax.
Google announced last week that they are changing the position that ads will show on their search engine. Ads that use to appear above search results have been moved lateral to the right side and some will be moved to the bottom of the page, below search results. The company has been making changes to the appearance of their search engine for quite a while now as they announced last Spring that important layout and design changes will be taking effect.
Google stated they felt displaying the ads below search results provides a more consistent viewing experience on their search engine. They have provided a useful tool Top versus Side that will help evaluate the performance of ads placed at the top versus the side (and bottom) of search results.
Google opened up a new feature to their AdWords platform called Dynamic Search Ads. This new initiative includes Google automatically generating your headline based on what was searched for, adding an almost on the fly customized direct marketing strategy. It is estimated that 16% of search queries on Google have never been searched before. Dynamic Search Ads will capture this 16% by tweaking the headline as necessary to reach the intended audience.
For this to be effective, Google indexes websites on a regular basis to scan for changes. They will take these changes (if any) and apple it to your search ad that aren’t already set up in AdWords. This will also save costs as dormant campaigns that are not generating many hits or conversions will not be wasted and will clearly be updated as the landing page is updated. The level of transparency is clearly enhanced!
Shortly after Google made the announcement, they also stated that marketers were seeing a 5-10% increase in click through rates (CTR) and conversions.
Creating an effective pay per click campaign goes just beyond the ad, however. Effective landing pages are also highly required. The addition of a dynamic search ad doesn’t mean companies and advertisers can now create a static ad, sit back and wait for the results. Contracting with the best PPC company becomes a priority as these campaigns can easily be mismanaged by amateur firms. Google also recently announced that their ad visibility will favor landing page quality. Sending users to a poor page will not get the company much visibility.
One of the most effective methods of evaluating a PPC campaign is to track conversions. After all, don’t you want to see which ad-landing page relationship is most effective? Be careful, not all pay per click firms will do this for their clients. Contracting with the best PPC company will certainly guarantee you maximum results. WebiMax has an analytics and client center platform that reports the live status of clients campaigns. WebiMax is the only PPC company that provides this amount of transparency to their clients.
Conversions are the result of the visitor (potential client) interacting in some way with the website including filling out a lead generation form, contacting customer service, or even simply writing an email from the contact page. The underlying concept behind pay per click management is to create some sort of customer conversion. This can be tracked through an analytics platform. Google Analytics now has an option that lets users create “engagement goals” and import them into Google AdWords as a conversion. This is a great way of tracking the conversions.
Knowing which landing page(s) are generating the most conversions is like finding the smoking gun. With the knowledge of what works and what does not, advertisers can now focus spending their costly advertising resources on the areas of their website and PPC ads that generate results.
Although tracking conversions can be tedious and sometimes painful, the rewards lay in the fact that finding the most cost effective advertising channel will benefit the organization in extraordinary ways.
Google released their Q3 earnings at the closing bell of yesterday’s trading session. The company reported a 33% jump in revenue, year over year, in large part due to a 23% rise in their search ad business. “Search ad business” is better known as pay per click services. PPC companies that design and manage campaigns for their clients have also seen the dramatic surge in demand.
Kenneth C. Wisnefski, founder and CEO of WebiMax, the leader in SEO services, states “PPC is surging because it is the new era of advertising. Gone are the days of billboards and yellow page advertising”.
As Wisnefski discusses, marketers are turning away from traditional advertising methods and continuing to devote resources to online advertising. Not only is Google’s ad revenue surging, cost per clicks are also on the rise. Advertisers bid on keywords, paying a certain amount per click. With more and more firms turning to this avenue of advertising, the cost per click is being driven up due to high demand.
Maintaining a PPC campaign can be very challenging. It requires careful attention as the bid price for keywords fluctuates. Also, effective landing page optimization is necessary to couple the PPC advertisement. It’s easier than you may think to know if your PPC company is running your campaign efficiently. Pay careful attention to conversion analysis. The type of analysis will compare the results of the ad and the amount of conversions that are being created.
WebiMax, rated the best PPC company by TopSeos.com, is a Google AdWords certified partner.
eMarketer, the industry leader in marketing research, predicts that advertisers will spend $1.23 billion on mobile advertising through the end of 2011. This analysis is up from $743 million last year, and forecasts the number to well-surpass $4 billion by 2015. The dramatic increase in this industry is in direct relation to the emergence of smartphones. eMarketer also suggests that 38% of US mobile users have a smartphone in 2011, and 41% use mobile internet at least once per month.
Not only is the smartphone industry growing at a rapid rate, providing the demand for mobile advertising, companies are continuing to shift away from costly outdated marketing tactics that were once useful. Once, prior to the iPhone and Android smartphones.
The emergence of lesser expensive advertising channels including search engine marketing, local search, and most importantly pay per click advertising have dominated the advertising industry over the recent years, with a promising upward trend to continue. eMarketer also stated that the increase in smartphones parallels the increase in mobile ad spending. See our tips for selecting the best PPC company.
By 2015, mobile ad spending on messaging is expected to decrease while inversely, video advertising is projected to rise dramatically. This is also due to the advanced video capabilities smartphone developers are releasing.