Category: Pay Per Click

All you need to know about AdWords Conversion Linker

When you open your Google tag manager account, you might have noticed a small banner at the bottom of the screen. It is the upcoming Safari update. The new Safari update will see the introduction of the Intelligent Tracking Prevention (ITP).

This move is a great start to improve people’s privacy. With the help of machine learning tools, the domains are determined which helps to track people across multiple websites. By only letting cookies which are acting in a third party context, it helps to limit the tracking of the ‘allowed’ Domains. The below points will help you to quickly understand the impact of the new Conversion Linker and why you need to implement it.

Understand the functioning of cookies

A cookie contains many bits of information along with the domain name. The other bits of information may include name, content and the expiration date. One important thing to remember is that the cookie can only talk to the domain it has been specifically written for.

For example when you visit a website for Astra fashions, then the cookie written for www.astrafashions.com will be deemed as a first party cookie. If the website has a cookie which sends the data to another website, then it would be considered as a third party cookie. It is essential to understand that cookies are not naturally listed as a first or third party, it is determined at runtime by the browser.

What’s the relation with AdWords?

First, it is to be understood that, as AdWords cookies send all the data to www.googleadservices.com, they are considered to be third-party cookies. More and more browsers are attempting to block third-party cookies to protect their consumers’ privacy. Leading browser companies like Safari and Firefox are taking the lead in its implementation. This means more and more people are not tracked through the regular Adwords conversion tag. With the ITP update on Safari on the horizon, it’s going to get a lot worse than before. It can have a cascading effect as the Adwords conversion data may get lost due to non-tracking.

Google, as we know, has a solution for every problem. In September it had released a new Adwords conversion tracking option which has replaced the old cookie with a supplementary Google analytics cookie. Due to this the cookies will now be considered as the first party, and thereby the above limitation can be bypassed easily. The updated Google Tag Manager Conversion Linker helps to set a cookie in your own browser and therefore even in third-party browsers it can be tracked appropriately. This way you can track all the users of browsers who have third-party cookie blocking by default and also those who have purposely chosen to block the third party cookies.

It is very easy to setup your GTM Conversion Linker Tag:

Step 1: Firstly click on add a new tag and thereafter click on conversion linker.

Step 2: Set the appropriate default trigger for all pages, and it’s all done.

With these steps, conversion can be tracked conveniently even for browsers that have blocked third-party cookies.

November 10, 2017
3 Effective Ways to Better Personalise Programmatic Ads

The policy of personalising ads according to a user’s preferences and transactions has been gaining ground over the last few years. But it’s essential to distinguish and draw a line between the truly personalised and being obnoxious.

With almost unlimited data at our disposal, it sometimes becomes challenging as to where to draw the line. Businesses think that the ultimate use of their advertising resources would be where they are able to send users unique content and messages at the right time on the right platform and in proper context.

What has changed is the scale of programmatic ads

While this was done in small proportions previously, it has truly gained an enormous traction in the last few months. The reason for its emergence is personalisation engines and way more digital marketing platforms. With ad blocking growing 41% year over year, it was imperative for the advertisers to bring something new to the table to counter it.

Silly things like blocking users who use the ad blocking software or trying new tricks to get around ad blockers wouldn’t be able to solve the problem. It is no wonder that some firms like the New York Times even went to the extent of requesting users to avoid the ad-blocking softwares.

How to enhance the personalisation within programmatic?

Programmatic personalisation strategy should be more than pure data and technology. It should enable advertisers to create more lasting and memorable user experiences, make messages more relevant to them and even facilitate effective conversations with their current and prospective customers. There are multiple marketing touchpoints which can be utilised efficiently to get the most output for the advertiser’s money.

1) Start with data

By carefully analysing data you can reward scintillating outcomes in marketing. By carefully examining the data, advertisers can progress to make more personalised ads and messages for individual users. The relevancy of the ads with unique users is of prime importance. The key for delivering the relevant media to users is through an efficient data analysing strategy.

2) Nothing’s more effective than real-time advertising

By providing unique content to individual users on a real-time basis sharply increases the effectiveness of programmatic advertising. A person’s shopping profile and a history based on previous transactions can be used efficiently to create ads based on his interest.

3) Technology is the key

Technology is one of the wheels along with data that can help solve the personalisation in programmatic. With the help of efficient, reliable and scalable technology, data can be turned into a value of enormous proportions. By helping to create stronger ties between you and the consumer, technology can be of the great essence.

Now is the time for companies to increase their share of programmatic with personalisation. The entry of big players into marketing technology has given this market a kind of buzz. Most of these players already have significant consumer data along with industry data. For them monetising this information for personalised advertising will be the next logical step.

November 3, 2017
Tips and Tricks to Make the Most out of Google’s Expanded Text Ads
Google’s deadline for switching over from Standard Text Ads to Expanded Text Ads (ETA) ended on January 31, 2017. From February 2017, Google Adwords has been preventing advertisers from creating and editing standard text ads.

Why ETAs?

Presently, more than half online searches happen on mobile devices. Thus, the new ETAs have been designed by Google to amplify the performance and presence of brands on search results generated by mobile devices. The current format of ads also enhances the performance of ads on both desktop and mobile search results. Moreover, ETAs are two times bigger than Standard Text Ads, have longer headlines, and an 80-character description line.

In today’s post, we will shed light on some useful tips and tricks for a smooth transition to ETAs.
- Make use of the extra characters to state something new: Instead of just adding a second headline to say the same thing, utilize the 80-character description line to state something new and compelling to the web searchers. Since you have more space now to express yourself, make use of the opportunity to establish a better rapport with the searchers by presenting more pertinent information. While writing new ETAs, utilise the extra characters to offer better value proposition so as to improve the CTR (Click-through rate) of your ads. For example, let’s take the example of this ad below in the old format:
  Source : Wordstream
  
  Writing a new ETA by focusing on making the product more distinctive and attractive to the users’ emotion gives you something like this:
Highlight your key message in the headline: Unlike the standard format that offered one 25-character headline, ETA offers two 30-character headlines. A compelling headline can go a long way in enhancing the CTR of your ad. Thus, make sure you spend adequate time analysing your new ad copy by focusing on the two headlines.

Source : Worstream
- Avoid inserting important information in the second headline: The first headline is more important than the second headline. Thus, make sure you do not include any critical information in the second headline. You can no doubt, preview how Google will display the second headline on different devices; however, there is no guarantee that both the headlines will share the same line as you have it in your mind, because depending on the users’ device, the screen size, and length of the headlines, Google may condense your second headline or it may appear after a line break.
- Add target keywords: Find out your target keywords and incorporate them into your headlines or description line. If you can display the exact keyword that a user searches for, it can help you enhance your CTR significantly. At the same time, make sure you proofread the ads to keep potential grammatical errors at bay.
- Make use of the two URL Path options: The domain from your final URL will be extracted and incorporated into your display URL automatically by Google. Nevertheless, there are two URL path fields, each having 15 characters that you can utilise to fortify the displayed copy regardless of the length of your domain. This can be done by using relevant keywords so as to generate the interest of web searchers by assuring them that the ad offers a relevant landing page.
  Source : Wordstream
- Write your ads to communicate with web searchers on all devices: Google’s ETAs aims to serve searchers on all type of devices. ETAs do not have any device preference; thus, the same message is displayed on mobile, tablet, and desktop. Therefore, make sure your ads can communicate with web searchers across mobile, tablet and desktop.
- Streamline your ad extensions: Making ad extensions appear along with your ads can improve the Quality Score and CTR of your ads significantly. However, while creating new ETAs when you incorporate additional facts within the body of your ad, most of your existing ad extensions may become outmoded. Google won’t support your ad extensions if they replicate the already included text in your ads. Thus, ensure that as you streamline your ads, you update your ad extensions with fresh and distinctive content to promote along with your new ads.
- ETAs provide you with the golden chance to reassess your Adwords effort. Since it offers you with more space to write longer descriptions and compelling headlines, get your creative juices flowing, and climb your way to success!
February 3, 2017
Tips to Use New Expanded Text Ads for Your Benefit
Google, known for constantly working towards upgrading its services has taken the initiative of embracing expanded text ads (ETAs) to help Adwords users incorporate more content to their advertisements compared to standard text ads. ETAs are supported by all AdWords tools.

A study recently conducted on 700 advertisers by Optmyzer revealed that Expanded Text Ads outperformed standard text ads. Here are some factors that prove why expanded ads are a better option compared to standard text ads.
- Larger Visibility:ETAs appear 47 percent more than Standard text ads when users search on Google.
- More Text, More Information: Instead of one headline field, ETAs will feature two headline fields. Now you do not have to be confined to only 25 characters per headline field as ETAs will enable you to add up to 2 headlines field of 30 characters each. Moreover, instead of having two 35-characters description lines, ETAs will feature one 80-character description line which will provide your online audiences with more information. Thus, now you can present your ad differently and also include additional information. In addition, in display URL that uses your final URL’s domain, you get two optional ”Path” fields (up to 15 characters each)
- ETAs perform better than standard text ads: According to the study conducted by Optmyzer median CTR of an ETA is 28% better than that of a standard text ad.
Source : Search Engine Land
1. Don’t stuff headlines with keywords: Dynamic Keyword Insertion does not yield fruitful results in ETAs. Instead of stuffing headlines with keywords, utilize the expanded character limit by creating a persuasive and rational statement using all the characters and space available in the description field.
2. Optimize the headlines: Explore the various ways of presenting your headlines on both mobile and desktop format. Use the second headline to say something new instead of repeating the same message. You should also keep in mind that your first headline should include more significant information than your second headline. Though ETAs offer you with the liberty of working with more characters, you should be careful in choosing the words you include in your ads. The components that you desire to include in your advertisements should be picked cautiously as they play a key role in making your ads stand out.
Source : Search Engine Land

3. Description: Since a longer description seems to be more advantageous, ensure you share as much information as possible with the 80 characters.

4. Compare Your Pricing before Preparing an Ad Copy: The key factor that motivates people to shop online is ‘price; therefore, it is imperative to plan a pricing strategy after comparing your pricing to that of your online or offline competitors. Based on this, you should prepare an ad copy for targeting the shoppers.

5. Upgrade your ad extensions: The role of ad extensions is to present additional information so as to enhance visibility besides adding value to your advertisements. With ETAs that allow you to add more information to the ads, you can utilize the opportunity to upgrade your extensions to ensure that there is no repetitive content.

6. Use Ad Customizer: If you want to create mobile-preferred ETAs, you can use Ad Customizer to allot different pieces of text to different advertisements by device type.

7. Use words that indicate a variety of items: Shoppers prefer to select from a wide array of products. Thus, you should carefully pick relevant words such as “huge selection”, “in stock now”, and so on along with standard keywords such as “apparels”, “accessories”, or “stilettos”.

8. Brand reputation: It is important to show that you have been into a specific business for a while. This can be done with the help of seller ratings, review extensions, and using wordings such as “since 1990”, or “in business since last 50 years.”

9. Mention Loyalty Programs in Your Ads: They play a key role in luring shoppers; thus, you should talk about your loyalty program in your ads.

Besides the above-mentioned factors, there are several aspects of a website and its pages that you should take into account. For example—
- Keep your site updated and intuitive so that it is easy to navigate.
- According to Google, the speed of your mobile site may impact your mobile rankings; thus, make sure that your mobile site has a decent speed and page load time so that your online audiences can surf the mobile pages of your site easily.
- Social media recommendations go a long way in promoting your brand. Thus, make sure to build up a strong fan base and accumulate recommendation on social media.
If your ETAs are not performing well, it is advisable to stick to standard text ads for now. However, you should take all possible measures to embrace ETAs as Google will stop supporting standard text ads from January 31, 2017.
November 11, 2016
Why are Pop-up Ads Important?
The pop-up ads have been around since the advent of internet. These advertisements are essentially a kind of marketing strategy that is mainly intended to advertise the products/services and increase the website traffic volume. They are usually created by using JavaScript and they appear as secondary browser with the main browser window that the user is browsing. The content of the ads vary depending on the kind of message the brand want to convey to their audience.

Most of the internet users consider pop-up ads as obtrusive and they use various pop-up killer tools for browsing the sites without any hindrance, these ads are still considered as a great way to grab the attention of the users and create an urge to buy the products or subscribe to their services. While the pop-up ads have been a huge global phenomenon since a long time, in India it has become a huge hit only recently. These ads have arrived in India with a bang and research indicates that it is one of the most widely used marketing tools by businesses in India. With the various benefits it offers, it is here to stay. The presence of various trading desk services like Logicserve Trading Desk (LTD), the business owners find it easy to use the pop-ads for promoting their business.

Some of the important benefits of Pop-up ads for business are discussed below:
- Increases brand visibility
One of the important motives of the business, especially the start-up organizations is to gain maximum visibility. The pop-up ads are usually setup in a way that it appears at the centre of the page where the attention of the browser is focused. Thus it plays a vital role in capturing the attention of the browser and the user would definitely have a glance over the content of the ad before closing the window. Just like the advertisement insertion in the daily newspaper, the pop-up ads online is also a freestanding ad that the users cannot visually ignore. Amateur businesses looking to improve visibility can benefit from the services of LTD who have a healthy rapport with different publishers and can help you place your ad appropriately so that it reaches out to maximum number of targeted audience base.
- Increased rate of traffic conversion
The main purpose of any advertisement that the brands insert is to increase the sales. The pop-up ads can help you accomplish your sales goal provided if it is placed correctly on the website and at the right time. Also, it is important that the advertisement has a good call to action line that induces the readers to click on the advertisement. The key to maximize the traffic conversion rate is to research the consumer behaviour pattern and their needs and address them in your pitch. Trading desk services like LTD are experts in the industry and are known to help businesses create new opportunities for promoting their brand, they use robust technology to help brands win right audience and increase traffic conversion.
- Immediate feedback from the customers
The pop-up ads can be a wonderful tool to get immediate reaction from the customers. You can align the advertisement on the website so that it is visible vividly and the visitors can easily comment or inquire about the product or services you are offering. Additionally, these ads help you to know the customer sentiment towards your products or service and their perception towards your organization in general. LTD use top of the line tracking tools to gauge the customer response and provide the businesses the best information about customer behaviour and feedbacks.
- Versatility
This is another distinct advantage of the pop-up ads. Depending on the type of message you wish to set-up these ads provide a versatile platform to accommodate different kinds of types. Pop-up ads can be custom designed to prohibit the users from leaving the page without clicking on the ad. To make the ad more attractive and enticing you can embed a video or a video game in the ad. This would not only increase your visitors but also boost your brand credibility.

LogicSpeak:

With such amazing benefits it is no surprise that the Pop-up ads have become a huge hit among the Indian businesses. Today, more and more business, especially the small scale retail business owners are utilizing these ads to great advantage.

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October 18, 2014

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