When a user searching for something sees a relevant ad, clicks on it, and visits the advertiser’s landing page, Google wants that entire experience to be good. Quality Score for keywords is a Google’s way of ensuring that advertisers create most relevant ads and landing pages for the search terms. Google awards, by means of a lower Cost Per Click, those who take great effort of ensuring right ads are shown for right keywords and the landing page is relevant to the keyword.
Witnessing a slump in your PPC campaigns and unable to ascertain what is leading to that? You can take help from Bing’s customized reports that helps you get insight into where your impressions are losing out on and what steps you can take actions to control further loss. This information is shared by the ‘Share of Voice Report’.
While Google made the announcement of removing right side rail ads, David Szetela spoke with Matthew Umbro, Senior Account Manager at Hanapin Marketing and the Founder of PPCChat, on how this change will impact the PPC advertising world and how advertisers will need to rebuild their bidding strategy to stay at the top-of-the-game.
You can listen to the podcast here
Here are few excerpts from the podcast:
- Google Shopping Ads and other knowledge panel graphs will still end up showing on the right side with the removal of only the text ads.
- Google has added a fourth ad above the organic listing and about 2 ads below the organic results on the SERP.
- Historically, top ads have had a better click-through-rate in comparison to that of the right side ads. However the conversion rate somehow varies.
- The CPC is likely to increase, however, eCommerce will not be affected much with the change.
- A study conducted revealed that the average CPC on Google.com was lower for the top ads than other ads, but with search partners it was higher.
- To optimize their top ads, advertisers can utilize the ad extensions to make your ad more enticing and improve its click-through-rate as result. So one must put callouts, structured snippets and sitelinks while making sure that they are relevant with the search query.
- To improve your top ad CTR advertisers need to ensure that the search query and keywords match closely and the keyword is present in the ad messaging too.
- Advertisers might start looking towards Facebook Advertising which has turned out to be a legitimate source for conversions. Post this change, advertisers who haven’t yet invested in Facebook might want to be on it.
You can listen to the complete episode here
Related Articles:
Here’s a recap of last week’s trending articles. From a study conducted by Acquisio on over 90,000 campaigns to case studies that back bidding on non branded keywords. Find the top 10 articles handpicked from the PPC knowledge space.
Conversions, an important metric of your PPC account, helps ascertain how many clicks resulted in an action (transaction, registration, inquiry form etc.) defined by you. We previously wrote an article about conversion in AdWords. Similar to AdWords, in Bing too you can define whether you wish to count each conversion action or unique ones.
