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Tag: Google Adwords

  • The State of Marketing Technology

    Today technology is used in every facet of marketing. Marketing as a discipline is changing and marketers need to adapt to the changing technology landscape. IDC predicts, spends on marketing technology will reach $32.3 billion by 2018. According to credible sources, 65% of senior marketing executives plan to increase marketing technology spends.

    With so much marketing technology around, marketers at times can get overwhelmed. There are so many companies selling marketing technology that there is too much gratuitous stuff out there. Due to this most marketers till now have steered clear of marketing technology and this is the reason why its adoption and implementation is abysmally low.

    Now this is clearly a wasted opportunity since most marketers who have adopted marketing technology have reported rapid and significant improvements in ROI. In order to help marketers make the most of this technology we provide a set of programs that every company needs to give a serious thought, in an effort to scale leads, opportunities and ultimately revenues.

    Search Engine Marketing

    Search engine is one of the most important avenues through which users arrive at your website. Search engine marketing helps you to get more qualified leads through both search engine optimization and pay per click advertising. Your landing page becomes all the more crucial if you have to convert your leads to conversions. You have to give your users what they are seeking in a simple yet effective manner. There might be a need to test different landing pages depending on who you are targeting. Technology can help you do this in a dynamic and cost effective way. There are specialized tools for programmatic buying, attribution systems, tracking systems, consumer insights, conversion optimizers, campaign management, reporting and dashboards.

    search marketing

    Remarketing

    Remarketing is a very effective use of technology in order to follow your website visitors to other resources on the internet. You can target people with specific offers who have shown interest in particular product or service of your company. The conversion rate is high in this type of targeting since you already know what people are looking for. You can easily set up the technology needed to implement this in your digital marketing campaigns.

    remarketing

    Conversion Optimization

    When a visitor finally lands on your website it is expected that you convert the users into what you want them to do. This could be filling out a form or at least collecting their email addresses. But for that you need to have the right strategy in place like an outstanding offer or a marketing app that can do the trick for you. Conversion optimization technology can help you do this with minimum human intervention.

    conversion optimization

     Analytics

    Analytics helps you understand where your marketing dollars are going and how effective it is in improving your company’s revenue. There are many tools available today that can measure the performance of your ads, offers, digital channels and technologies. This way you can only pursue the campaigns that makes sense to you and scale down or end those campaigns that don’t.

    Google Analytics is the most widely used analytics tool. You can analyze your return on marketing investment or ROMI, using the marketing intelligence platform MiDash.

    analytics

    Marketing Automation

    Marketing automation is a class of software that automates, streamlines and measures marketing tasks and workflows. All this helps companies to increase operational efficiencies and scale revenues faster. Marketing automation can be thought of as the technology that brings it all together. It includes among other things, analytics, tracking, and online forms.  You get a clear picture of what people are doing once they land on your website. This way you can personalize your website content, create better email campaigns and bridge the gap between sales and marketing. You can send automated alerts to customers, nurture lead scoring using information from your CRM tools and third party sources.

    marketing_automation

    This is the state of marketing technology today and things can only get better! Let us have your views on marketing technology and its various benefits!

    Contact us to deploy marketing technology for your business now!

  • New Google PLA Format Based on Reviews and Ratings

    Google testing new PLA formatGoogle is testing a new form of its Product Listing Ad (PLA).

    In this new format, a search for “best anti-virus software solution” will display software products in the order of a numerical ranking system that seems to be taking both, quality and quantity into consideration for each item’s ratings.

    For example, even if Norton* has higher number of reviews, it will come second to McAfee* due to a difference in their star rating where McAfee’s star rating is higher. As a marketer, you need to focus on both, number of reviews and star ratings to take advantage of the new PLA.

    If there are two result items with the same star rating, then their number of reviews will determine their ranking. The item with more reviews will be ranked higher.

    Continue watching this space. We will keep you updated on any further developments.

    *These examples have been used only for demonstration purposes. Position² has no stake and hence does not promote any of the companies, whatsoever.

  • Google Applies “Not Provided” to Paid Search Ads

    Following up on its SSL encryption for signed-in searches, Google is extending the “Not Provided” arm of influence to cover paid search ads.

    In an announcement on its blog, Google declared that it is removing the query from the referrer on ad clicks stemming from SSL searches on Google.com.

    Google has assured advertisers that the latter will continue to have access to ad performance data and be able to optimize campaigns and landing pages. You will be able to draw crucial ads data from:

    • The AdWords Search Terms report, which will give you access to the search queries that generated ad clicks along with key performance data.
    • The Google Webmaster tools Search Queries report that will provide aggregate information about the first 2000 queries that generated organic clicks every day.

    If you used queries in the referrer for reporting, automated keyword generation or landing page optimization, Google has provided alternative routes:

    Position2’s POV

    Application of “Not Provided” to paid ads will not impact our optimization since we will get actual search queries using AdWords Search Query reports. This is what our Head of PPC, Sudheer Dhayanand had to say about this move by Google:

    • It will have an impact on dynamic query insertion on landing pages. But, we can insert keywords instead of search queries.
    • It may have an impact on third party analytics tools because of unavailability of search queries.
    • This will definitely impact companies who do not use AdWords tracking since they will not know which query has actually converted.

  • Influencer Marketing for B2B, Need to Embrace Content Consumption Monitoring and much more…| Best of the Week

    This week’s hot news, events and videos from the online marketing and social media world.
    Despite Strong Growth, Share of Online Display Advertising Spend Well Behind TV
    From the Position² Blog This Week:
    Influencer Marketing for B2B
    Influencer marketing, done right, can be an effective tool for B2B companies. Read this blog post to learn some of the key questions you need to answer before taking up influencer marketing and the advantages it offers to you.
    Top Stories this Week: Social Media
    Top Stories this Week: SEO, PPC and Digital Media
    Best of the Week Video Best of the Week Video
    Check out this video to learn about tips and tricks for various Google AdWords features.
    White Paper: Increase Visibility for Your Content by 4x
    Today’s traditional SEO is inadequate: Ignite your search results by accelerating visibility in more places than ever before.Download this White Paper and learn:

     

    • SEO, why the way we know it is not enough
    • Introducing and implementing Enterprise Visibility Accelerator (EVA)
    • Using multi-channel tracking tools for effective monitoring
    • How EVA benefits businesses.

    Download the complimentary EVA White Paper now

    		 Know more about Enterprise Visibilty Accelerator(EVA)
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  • Google Strengthens GDN Targeting with Bizo Partnership

    Display Ads

    In a bid to improve the targeting capabilities offered on the Google Display Network (GDN), Google has struck a deal with data management and targeting platform Bizo.

    Google is now testing new targeting capabilities in beta through their partnership with Bizo. The latter has access to a database of more than 120 million business professionals throughout the world that can leveraged across different platforms such as, email, display and social.

    Bizo audience targeting capabilities coupled with GDN can make sure that your ads are placed in front of the right audience. A wide choice of audience segments are available to pick from:

    • Technology
    • Beauty
    • Fashion
    • Music and so on

    You can choose Bizo audience segment targeting within Google AdWords for both display and video campaign targeting. You can also optimize and measure campaigns in real-time since all the performance data is stored in Google AdWords.

    However, the cost of CPMs and CPCs for advertising with this kind of audience targeting on the GDN is likely to be high owing to the cost of Bizo and other third-party providers.

    This partnership will add more power in the targeting arsenal of online marketers. With personalized marketing increasing the emphasis on precision audience targeting, such empowered targeting capabilities will help marketers target the right people improving the chances of conversion and ROI. Better conversion and ROI can help in more efficient campaign planning and budgeting ensuring judicious use of your digital marketing budget.

    Do you think such partnerships will help Google become stronger in the online audience targeting space?