Tag: Search Engine Marketing

Weekend Digital Media Round-up: Google’s new AI, Facebook’s WhatsApp feature, Snapchat’s new feature to share content outside app and more..
1. Google’s new artificial intelligence talks like you, me and everyone
In a major step towards its “AI first” dream, Google has developed a text-to-speech artificial intelligence (AI) system that will confuse you with its human-like articulation. [Source: The Economic Times]
1. Facebook’s WhatsApp feature will help lure more advertisers
FACEBOOK’S latest move in hoping to attract more advertisers to its platforms is the addition of a “Click to WhatsApp” option for Facebook ads. The move follows the “Click to Messenger” option introduced in November 2016 and Instagram’s “Click to Messenger”, added in last May. [Source: Tech Wire Asia]
1. Alibaba’s UC browser beating Google Chrome in Indian mobile market
The Alibaba-owned UC browser is winning the war for mobile users in India and Indonesia. Relying on StatCounter data, The Wall Street Journal is reporting that it’s beating Google’s Chrome in these large developing markets. [Source: Marketing Land]
1. Ad buyers prefer Instagram to Snapchat—and Snap’s stock is taking a nosedive
A new report from Cowen analyst John Blackledge has some bad news for Snap. He interviewed 50 ad buyers and found that they overwhelmingly preferred Instagram to Snapchat. [Source: Fast Company]
1. Snapchat Wants To Expand Snaps’ Exposure With A Feature To Share Content Outside The App
With the idea of spreading snaps everywhere, Snapchat is trying to launch “Stories Everywhere” option in their platform. The social media platform wants to provide content that can last longer than just a few hours. Stories Everywhere would allow the snaps to appear on websites and applications outside the native Snapchat app. [Source: Logicserve Digital]
1. Google Chrome Built-In Ad Blocker to Go Live on February 15^th
In June of 2017, Google announced that they would be introducing an ad blocker for the Chrome web browser in an effort to filter ads violating industry standards. Now, we have a sense of when: February 15, 2018. [Source: DMN]
1. Facebook beats YouTube and TV as best place to launch new ad campaign in survey of ad buyers
Facebook will chip away at Google’s dominance in digital advertising thanks to the growth of Instagram and video ads, according to a new research note from Cowen. [Source: CNBC]
1. Instagram tests letting users post Stories directly to WhatsApp
Last October, Facebook extended the usage (and flexibility) of Instagram Stories — the Snapchat-like feature that lets you patch together photos and videos into a slide show — by making it easy to directly post a Story to Facebook. Now Facebook is looking at how to bring WhatsApp into the fold. [Source: TechCrunch]
1. Snapchat ads could get a lot more like YouTube ads
Snapchat might be going the way of YouTube. The messaging and camera app, which has been wary of forcing ads on its audience, is seriously considering whether to subject viewers to three seconds of advertisements before giving them the option to skip the commercial break, Ad Age reported (paywall), citing advertisers and media players familiar with the company’s plans. [Source: Quartz]
1. New Facebook News Feed Algorithm Updates You Need to Know
To keep your interest and attention, Facebook’s always tweaking its News Feed algorithm to ensure that users are served the most engaging and relevant material possible. Usually these updates are good for the overall user experience, but they can also cause significant headaches for marketers, and there were two that were recently announced which marketers need to be aware of if they want to make the most of the already dwindling organic reach. [Source: Social Media Today]

Expert Opinion:
1. Giving a good consumer experience on Mobile – a must for Brands
We know that mobile phones have become an essential part of our lives and how the new-age consumers are utilizing it for fulfilling their needs. On one side, consumers are increasingly using their mobile phones to seek information about a brand, interact with it and maybe even buy their product online and on the other side consumers are spoilt for choices.

In such a scenario, it has become imperative for brands to focus on providing consumers a seamless and positive mobile customer experience in order to thrive in this disruptive environment.

Here are a few ways marketers can work on improving mobile consumer experience:

– Create compatible designs for various platforms

Various mobile handsets have different operating systems and functional capabilities. It is important to create your designs that render perfectly and uniformly across platforms & devices, thus avoiding any dissonance amongst users and creating a strong foundation for a great user experience.

– Simple, friendly onboarding experience

Different studies have indicated that on the mobile a user takes not more than 8 seconds to decide if he wants to engage with the content/brand. In this scenario if a brand wants to really connect with their users, they must have a very simple and interactive onboarding experience. This is where the customers will get to know the brand and can develop affinity and preference for it.

– Understand user personas and their context for interactions

In addition to focusing on design tools, a brand should give context a priority; they should understand the customers, their profiles, buyer personas and the context for their interactions. This can help a brand deliver memorable experiences to the customers.

– Be interactive

A Brand should be able to engage with the visitors, gain their attention and develop interest among them. Interactive customer experiences are a great way to build long-term relationship with consumers and marketers should build their websites/ apps based on anticipated user behaviors and thought out actions.

– Navigation and accessibility

Ease of navigation and easier accessibility to useful information is crucial to deliver a positive mobile consumer experience. A brand should understand the general usage pattern on mobile devices and the way users navigate across the small mobile screen. It will then be able to place important action buttons and showcase relevant information that the users are likely to look for.

Brands should also ensure there is an option for a search box/icon so that it becomes easier for users to look for what they need without having to browse through multiple pages. Complicated navigation can tend to take your users away from your website/ app and on the other hand, a good website/app with relevant information and simple navigation pattern is sure to leave the users feel good about the brand.

– Testing and alterations

It is of paramount importance to regularly test the mobile customer journey and make any changes/ alterations wherever required basis the observations and customer feedback. This will ensure the customers have a fulfilling mobile experience every time they approach the brand on mobile.

Looking at the way mobile phones are taking over every aspect of our day-to-day lives, there is a need for brands to focus their efforts on providing a great and immersive user experience to the consumers through their mobile app/ site. This can make a lot of difference in a consumer’s brand preference and loyalty.

– Anurag Gupta, CEO at SVG Media Pvt. Ltd
January 5, 2018
Secrets Of Successfully Using AI In Your Ad Agency
Artificial Intelligence is becoming more and more valuable in all industries. The search marketing and advertising can obtain incredible opportunities to act upon. Especially in PPC, the agencies can redefine their work and success with machine learning and AI.

Here are all the secrets that can help ad agencies in successfully leveraging AI.
1. Combine automation with manual work
Only automated work might decrease the value of the services that you offer. There are definitely some parts of the job that require human intelligence. Hence, you need to combine manual work with the AI automation. This way, you can keep the high value of your service packages and ensure the AI involvement as well.
1. Collaborate instead of competing
Studies and research in digital marketing and PPC have presented unique outcomes regarding AI. The experts now know that human factor is still an essential part of deciding the success of AI. Machine learning is like another human being. Just like a person obtains better knowledge by talking to experienced people. Similarly, machines and AI learn better with skilled professionals working behind them. This is why you need to collaborate with AI to enhance the efficiency of advertising strategies.
1. Hire professional data scientists
Moving forward towards the AI collaboration, an ad agency should hire skilled data scientists. They are the professionals who can make a clear sense of the data that is provided by machines. It can be said that the data scientists become a complementing factor to the use of AI in the business. They help the bid management experts to move in the right direction according to what AI says.
1. Test new ideas with AI
AI presents an excellent opportunity to test new ideas faster and gain conclusions. The predictions provided by AI can help in deciding the future steps for a particular project. The importance of the experienced professionals is visible in this process too. It is an experienced team of professionals that initiate the idea. Then, the testing is conducted with the help of AI that leads to potential results.

Indulging your team in such tests definitely allows the company to become more confident with the strategies. Plus, you can prioritise the tasks at hand according to the data and results obtained from AI.

A team of extraordinary professionals and a reliable AI. This is the formula for a perfect Ad agency work environment. The machine takes you very close to the desired results at a faster pace. Then, it all comes down to the experts who complete the rest of the journey with their skills. Hence, you don’t only need AI, but also require a well-experienced team in your ad agency.

Google and other search engines are pushing boundaries with new AI technologies. Hence, PPC management companies and ad agencies need to integrate these technologies into their daily work too. It will improve the accuracy and pace of the work for sure.
January 5, 2018
Weekend Digital Media Round-up: Updated Google Trends, Instagram’s new features, Youtube’s new feature ‘Reels’ and more..
1. Google Is Updating Google Trends with More Data Filters and Tools
Google Trends can be a great source of insights to help guide your content strategy and understand which subjects are gaining momentum online. And now, Google is adding some new tricks to the Trends application, providing additional insights based on more specific search behaviors around each topic. [Source: Social Media Today]
1. Twitter testing a feature that shows how many are ‘talking about’ tweets
Twitter is experimenting with a new feature that will show how many people are “talking about” individual, popular tweets. The metric shows up under some embedded tweets when they appear elsewhere on the web, and seems to replace both the retweet and replies totals with one, cumulative total. [Source: TechCrunch]
1. Facebook tests tool to make it easier for businesses to send message blasts on Messenger
Facebook is internally testing a tool that businesses would be able to use to send message blasts to people who had conversed with their accounts on Messenger. [Source: Marketing Land]
1. WhatsApp rolls out new update: You can soon watch YouTube videos within the messaging app
A new WhatsApp update rolled out for iOS will let users play YouTube videos right within the instant messaging app. The update will also let users navigate to another chat while you are watching the video. [Source: The Economic Times]
1. Instagram testing native Regram, archive Stories, Share to WhatsApp, more, no iPad support in sight
Instagram is testing out a wide range of new features including a native Regram button, an archive Stories feature, a share to WhatsApp option, a beta version of its app, and more. [Source: 9to5Mac]
1. Snapchat Launches Two New Ad Formats
Snapchat business users are in for a treat with the recent changes made to Snapchat’s self-serve ad platform. With two new ad formats, the objective is to enhance the stickiness of the platform and derive maximum engagement for the users. [Source: Logicserve Digital]
1. Google launches new Google Finance features in search and drops the portfolio feature
Google announced it is launching a new Google Finance experience that brings many of the finance features directly into Google Search on desktop and mobile. With this launch, Google has dropped the portfolio, the ability to download your portfolio, and historical tables. [Source: Search Engine Land]
1. YouTube is testing an Instagram Stories-like feature called Reels
After Instagram, Facebook and WhatsApp, YouTube is now planning to roll out a Stories-like feature called Reels. The launch of Reels Beta was made on YouTube in its blog post titled as ‘Expanding community on YouTube’. The company says that Reels is a spin on Stories format but designed specifically for Creators. [Source: India Today]
1. Snapchat’s newest filters can recognize what’s in your photos
Snapchat is rolling out new filters that can recognize what’s in your photos in order to suggest graphics, like borders or stickers, to accompany your posts. These filters are capable of recognizing images of objects like pets, sports, and food, as well as specific locations, like beaches or concerts. [Source: TechCrunch]
1. Instagram Rolls Out New Direct Message Tools, Including Remix and Replay Controls
After announcing their direct message photo remix tools back in August, Instagram has confirmed that the new option is now being rolled out to all users. [Source: Social Media Today]

Expert Opinion:
1. Build data- savvy teams for long term success
In today’s mobile-first world, it is crucial for everyone in an organization to understand analysis and interpretation of marketing data. Although a lot of marketers do not have enough analyst-related resources to accomplish data-related goals, if we look at most of the leading marketers, they seem to have figured out ways to enable everyone in their teams to be able to use and analyse the huge chunk of available data. Training the team members to be experts in data analysis not only helps strengthen the analysis purview but also helps figure out ways to effectively reach out to the customers at the right time in their journey.

Here are some ways you can make your team members data-savvy marketers and succeed in your marketing efforts.

– Knowledge and skills assessment

Get an understanding of the knowledge and skills of your team members and what they need to learn. Incorporate learning programs, training modules wherever required to speed up their analysis skills.

– Ensure your data is of great value

Make sure that the data you share is of high value and is presentable before giving your teams a peek at the same. The data should be simple, organized, understandable and usable. This also helps in setting clear and common standards that the team members need to follow.

– Provide easy access

Allow easy access to data without to help the teams understand the reports & recommendations and to provide an idea about how to use the same. This eventually helps in improving the overall performance of the organization.

– Reward the team members

It is important to recognize and reward the members who efficiently use data insights for the campaigns. This helps in building enthusiasm amongst the team and also provides you insights about the members who can take on the role of training other members.

– Provide technology support

When your team members understand the data analysis game, it is necessary to provide them the required technology that ca help them take relevant actions. This helps profoundly in optimizing user experience. As per a recent survey by Econsultancy and IBM, 33% of elite marketers say having the right technologies for data collection and analysis is most useful in understanding customers.

For brands that do not have a strong data-driven marketing strategy yet, it is high time to make use of the big data and empower your teams to be pros at data analysis. This is sure to help you reach the audience better and also grow your business in today’s highly competitive environment.

– Vish Bajaj, CEO, ValueFirst
December 1, 2017
How to improve the customer journey through analytics?
In a data-driven world, it will be a sin not to utilise the powerful feature to know about the preferences and pain points of your customers. It may happen that your customers will be using only one or two modules of the product you are promoting online. It really helps to know what the customer is using and what he is not using. This helps improve customer advocacy and decrease churn for your brand.

Some ways in which you can use data and analytics to ensure better level of marketing to your customers would include :–

1. Be mindful of the objective of the analytics exercise
Your team needs to be on the same page about why they need to analyse the analytics. Some key goals to achieve would include –
1. Bring down customer churn
2. Improve engagement
3. Craft better personas for more personalised marketing
4. Drive a much better user experience for your brand website
This will help you narrow down what you are looking for in the analytics tool and, in turn, give you a direction of how you should be using it.

2. Use the correct data
With the vast variety and velocity in the sources of data, marketers are finding it challenging to know which data to use for tracking which metric. Adding to the complexity is the presence of unstructured data such as the ones found on social media platforms.

We recommend that you need to focus on extracting high-quality data and get a broader view of the overall customer journey, to make the best use of analytics.

3. Track the right metric at the right time
Instead of going for a generic dashboard that presents all the data visualisation in one report, opt for a narrower approach so that you can cancel the clutter and concentrate on those numbers and figures that really matter to you. This will also provide one more advantage of giving custom slice-and-dice of numbers in near real-time so that patterns can be uncovered quickly and management decisions can be taken swiftly.

4. Pick only the most apt visualization method
With recent advancement in big data, the amount of solutions now available to a marketer to visualise data is humongous. As a marketer, it is important not to be swayed by the sheer number of choices. Instead, focus on your marketing goal, be clear about what you need to track, and then select an appropriate data visualisation tool that serves your specific analytics goal exclusively.

Our suggestion – do not go for a solution that provides fancy and bright coloured charts and visualisation. Instead opt for a simple, noise-free tool that lets you narrate your story through numbers in a more compelling manner.

Influential CMOs across the world are fast embracing analytics in driving competitive edge. Today, no marketer can afford to shy away from analytics and hope to run his campaign successfully. With the above steps in mind, you can effectively utilise the power of analytics to build engagement with customers and provide them with a great experience in all milestones of the customer journey.
November 30, 2017
How to Make Competitors’ Keywords Work For You

Keywords are essential success drivers for any paid search campaign. You need to invest a lot of time and efforts to ensure that you target only those keywords that readers use in their search query. For this labour intensive effort, you need to go through an elaborate process to ensure good results. We say why go through all this when your competitor has already done the heavy lifting for you?

Yes, we are talking about making the competitors’ keywords work for your paid search campaign.

Learn from your competitors

Yes, they have put all their sweat and blood to establish their online business by finding the correct keywords to engage with their target audience. So, they know what works and what fails. It would be great if you too had that information, isn’t it?

Here are few details on how you can use your competitor’s keyword research.

1. Analytics

The main ingredient for paid search is analytics. The key to any paid search strategy is great analytics. Without analytics, it is difficult to understand which keywords produce the most favourable conversions and sales.

Both Bing and Adwords make it pretty easy to monitor conversions through actions like submissions, callbacks, chats, or offline purchase. However, the focus should be on tracking the conversions when you are checking the performance of keywords taken from the competition. This will help you know which keywords are working for you and which aren’t.

2. Competitive Research

How are the competitors getting success? Based on their ad copy, testimonials or just keywords is winning the game?

You never know which keyword works for the rival and what doesn’t work. They might be getting success based on an ad copy, testimonials or just keywords. Even if it is the keyword which is working for them, you would never know which ones are bringing results and which ones aren’t.

So, with the competitive analysis tool, you can know the exact keywords of your competitors. You just have to use sites like SpyFu and iSpionage. Here, you just enter the domain, and you will be suggested with a list of keywords that your competitors are using. After that, you can choose which keywords can add value to your business. This will help you know which keywords will generate value for your business and give returns on your paid search bidding.

3. Copying the Best Keywords from competitors

If you want to use their keywords, you should know which keywords are adding value, and which are not. This can be done through allocating a small portion of the PPC budget to testing. This is the last stage of extracting value from competition’s efforts into keyword research. You can try out news ads, and see how these are performing to make sure that your yields from these activities are worth the effort.

Once you are aware of your competitor’s keywords, you can build ads and use a portion of your paid search budget for testing. It will take a little time and hard work to grow your business. But you will beat the competition if you know the strategy.

November 24, 2017
Why educating your clients is important in SEO?
SEO is an intricate organic search enhancement campaign. Much of its inner working is restricted to a handful of people in Google. Hence, it becomes difficult to make clients understand why we are doing what we are doing in SEO. Additionally, with growing algorithm updates, things do get a bit blurry about how organic search is influenced. One crucial aspect of getting the SEO objective to meet with the end result is client education.

The need for client education

It is pertinent to note that as digital marketers, our in-depth domain view of SEO is radically different from the superficial view of our clients. That is why they hire us in the first place! So it is important to make them understand why specific target keywords will work and other keywords won’t work or might delay in bringing the expected yields from organic search. We strongly feel that if the clients do not know how Google works, or how keywords are needed to their business success, the partnership of the client with the SEO vendor will be a shaky one.

The need to match expectations with the SEO functioning

We see a lot of clients coming with a general query “My competitor is ranking for xxx keyword, make my brand rank too for the same”. It simply doesn’t work that way. The competitor may have employed some other online visibility boost technique which might be different from what we may be doing in-house.

For instance, in one case we saw that the competitor was ranking high on a particular keyword simply because he had employed PPC to grow using paid search. It would have been impossible to replicate the same outcome using the organic search objectives of SEO. Also while some keywords may land impressions, it may not generate leads or business. Hence, the client and SEO agency needs to sit together and brainstorm about the objective of the entire campaign and then target keywords based on the goals set.

What to cover in client education?
1. The first few sessions of brainstorming need the SEO agency to explain the difference between transactional, informational, or local search queries.
2. Explain how the key intention would not be to simply bring in traffic. A better-worded objective would be to bring in quality traffic that actually converts to better business online for the client
3. Share the process of narrowing down keyword based on performance and competition and how you would be going after a particular set of keywords
4. Based on the keywords targeted provide information on what is the expected timeline for the campaign to start delivering results.
It is obvious that a bit of effort is needed at the beginning of the relationship to make the client understand what can be achieved and what cannot be achieved when you go after a handful of carefully chosen keywords. This way, there will be almost no scope for disappointment later on.
November 16, 2017
Siri, Safari and Google search: Updates for the Digital Marketing Industry

A few days back, the digital marketing industry was abuzz with developments made by Apple in its browser Safari and its personal assistant Siri. The changes made in both the products are really significant and can have far-reaching consequences for digital marketers.

Firstly it informed that henceforth the search results on Siri would be provided through Google. Previously the results were generated by Bing search engine. It is interesting to note that the change is for both: voice search and mobile, therefore it can have major implications for SEO’s regarding their marketing strategies.

Equally startling are the updates for Apple’s Safari browser. Apple has taken a strong stand on consumer privacy by introducing severe new measures to protect it. Henceforth Safari users will not be tracked for more than 24 hours through third-party cookies. Now, Digital marketers will have to think heavily and re-strategise their marketing campaigns to suit the new changes.

As search results via Apple’s Siri will move to Google, the traffic of the search engine will rise drastically. The main reason for the switch by Apple was that it wanted to provide a consistent search result as Safari results are already generated through Google.

How does it change the digital marketing industry?

As the number of searches on Google will rise and there will be a decrease in Bing searches, Digital marketers will have to re-allocate the budgets accordingly for paid searches. Also in the organic searches, for Siri to select your content, it’s important to provide a relevant answer to a query.

It could mean a tremendous shift as to how search marketers optimise for Siri, but the fundamental principles of Mobile SEO and the voice search remain the same.

Changes in Safari

The major changes in Safari for digital marketers are Autoplay blocking, Reader mode and Intelligent Tracking Prevention. With Google also moving in the same direction as Apple to protect consumers and their privacy, it is imminent for Digital marketers to search for innovative solutions to protect their clients’ interest and their own businesses.

What’s the solution?

The position of mobile SEO has significantly increased among the digital marketers due to these steps taken by Apple. It wants to be at the forefront in providing consumers seamless and fast loading content. Also, Apple wants to inform everyone that the content it serves is very much demanded by consumers and they are happily engaging with it.

The revolutionary sounding concepts may worry many SEO’s who may be new to these concepts. But it is important to understand that SEO transgresses many marketing disciplines and there is nothing much to worry about these new updates. By embracing the new ecosystem – where the consumer is king and has many privacy protection options available to him, the digital marketers will have to create wonderful experiences for users that can generate heavy engagement from them. If they accomplished this task correctly, they are in for significant gains in the long run.

November 9, 2017
How Blockchain is impacting Digital Marketing for the Better
Marketers are increasingly exploring ways to overcome programmatic ad challenges. One such beautiful technology that is showing massive potential is Blockchain.

Blockchain in a quick brief

Blockchain is a P2P technology that provides the ecosystem for cryptocurrencies like Bitcoin and Ethereum to survive and thrive. It is the backbone behind bitcoin that allows transactions to be transparent and permanent. It is a decentralised digital ledger that keeps track of the cryptocurrencies which can be viewed by anyone from anywhere in the world. Before finalising the record to be entered, the transaction is verified by a group of miners to authenticate its accuracy and credibility. This way, no one can alter the records, and no one can destroy it.

How Blockchain can add value to the digital marketing sector

Currently, the practical application of integrating Blockchain with marketing ad spends might be a little far off. A notable exception is a Danish firm Bit Teaser, which generates ad revenues in bitcoins instead of currency.

However, experts believe that integrating Blockchain within the programmatic ad ecosystem might solve a lot of the industry’s ongoing challenges. Interested to check out the ways in which Blockchain can add value? Then read on!
1. Managing customer data
Today the issues around privacy concerns are at an all-time high. In order to sell well, a marketer needs to instil trust about the brand in the minds of the customers. Blockchain is an excellent way of helping them achieve this complex objective. This digital ledger can help in preserving the anonymity of large scale of data that cannot be attributed at an individual level.
1. Better transparency
The Walmart-IBM Blockchain collaboration is a classic case in this context. Walmart utilised IBM’s Blockchain technology proficiencies to bring about a higher degree of transparency to the supply chain operations. By applying this technology, Walmart could easily trace the journey of their pork product supply – commencing from the retailer’s hub in China.
1. Better CSR
Blockchain can help in the business to provide a transparent paperwork system when it comes to digitised contracts. This makes the company disclose its responsibility and accountability to the customers. Eventually, this leads to a better transparency between the brand and the customer, leading to a more robust and mutually beneficial programmatic ad relationship.
1. Eliminating middlemen
Companies see that the presence of middlemen to improve their ad spend efficacy is eating into their revenues. So much so that almost 50% of the revenues are attached to the middlemen, which leaves a minimal margin for the business owner. Instead of relying on Google or Facebook to connect with the site owner, you can directly communicate with them. With Blockchain, the users, as well as, the click-through rates are real.
1. Forward-thinking perception
Showing that you accept bitcoins for digital payments highlights your visionary approach to running your company. You will be perceived as an innovative company that doesn’t shy away from embracing technology for making customers’ lives better. This might lead to a great PR strategy bound to deliver results in terms of visibility boost.

With these benefits accruing by implementing Blockchain within digital marketing, it can bring about all the features of transparency, accuracy, and decentralisation – the very factors that have made Blockchain a resounding success globally.
October 25, 2017
Major Changes to How Google Spends Your Budget
Out of the blue came the news last week that Google has doubled the ad spend amount a company can use per day for its advertising campaigns on AdWords. While the announcement was not publicised across the digital media, the fact remains that this update can have plenty of significant implications for brands. While some people would see it as an effort by Google to increase its revenues, some brands would like to think it as Google milking them dry. The answer lies somewhere between both the extreme spectrums.

The new update has been in force since October 4 when this announcement came. In simple words, if your budget is $500, Google can decide to spend twice the amount. It’s not a loot from Google but helping you to reach your goals efficiently with the help of Big Data.

Some advantages of the AdWords policy changes:

1) Companies will be able to reach their advertising goals faster.

2) In the long run, a company’s effective marketing spend on Google AdWords will not increase as Big Data deploys the ads depending on the traffic on that particular day. For example, if the traffic on a day is very high, Adwords will present more ads; and if the traffic is less, it will show fewer ads.

3) There is nothing to panic, and the process is nothing more than an over-reach where Google tries to reach as many prospective customers as possible.

Major disadvantages of the new rule:
- You will never come again under your monthly advertising budgets.
- On days when the traffic is high, your costs could swell up to 100% from the previous 20%.
- By increasing the budget limit cap from 20% to 100%, it is possible that a full month’s advertising budget can get over within fifteen days.
Agencies which do daily tracking of their advertisement’s performance will be disappointed to see some sporadic numbers in the tracking month. As fluctuations will go in both the directions, it is prudent to inform your management and clients beforehand. While the money spent will be a little more than before, the increased clicks would more than compensate. As the policy applies for a full month (30.4 days), experts believe it will lead to a minor loss for those companies which do not advertise for the whole month.

The daily budget changes by this rule but there are three other changes which will reset the monthly budget.

    By changing the last date of the campaign.

    By changing the mode of ad delivery.

    By choosing a time zone different from the current one in an AdWords account.

While companies will spend a little more than their average monthly balance, they will be happy with the fact that it has translated into more clicks and eyeballs. With a definite increase in revenue, brands won’t be hesitant in advertising on AdWords. Lastly, there is no losing party in this game, as it is a win-win for both Google and the Brands.
October 20, 2017
Which Audience Lists to Use for Your Marketing Campaigns?

With the right audiences seeing your marketing ads at the right time, your business growth can propel to unprecedented levels. By pitching your ads to the audience selected the strategic way, you can ensure that the likelihood of conversion explodes substantially the next time they interact with your brand. If you are interested to know which type of audience list will work best for your remarketing efforts, then the below post will be helpful for you.

1. Similar Audience list

This type of audience list is curated by Google based on past actions or triggers originating from similar users. This type of list doesn’t work on the lines of remarketing list for search ads (RLSA). Rather, this is for capturing new leads instead of targeting customers based on their past actions.

The impressive thing about this list is the high relevancy, as all people added on the list are based on similar query behaviour in the last 24 hours. This type of list yields outcomes with people who have just entered the sales funnel (high funnel audience) like viewing the online shopping cart page.

2. Smart Lists

Google’s very own Smart Lists is a great medium to propel your remarketing efforts. It takes in a lot of information from Google Analytics and factors in various purchase signals like browser, location, and device type. By considering these factors, the Smart List can predict which recent buyer will likely to convert at a later stage, to a greater extent.

There are two types of lists generated by Google Analytics:

A. Brand specific list
You can create lists specific to your own site if you have a minimum of 500 monthly transactions along with 10,000 page views on a daily basis.

B. Proxy list
If you don’t have the above numbers on your site, you can still make use of proxy lists. This list is generated by Google based on other similar companies’ insights and signals.

3. AdWords Optimized List

In your paid search campaigns you can uncover a wealth of information to bolster your remarketing efforts. You can traverse to Shared Library -> Audiences -> AdWords optimized list. This list is described as a combined audience that is built using diverse data sources.

For some marketers, it may look intimidating to add audience lists to a high volume of ad groups and then analysing the insights at a separate level. However, Google has announced a workaround to this too. It now allows marketers to apply audience lists at the campaign level. This way, instead of fine tuning your bids for each individual or group, you can optimise at a broader campaign level with the help of more amount of data and insights.

One more important thing to get more out of your remarketing effort – set your date range as per your campaign objectives. For instance, for longer duration purchase consideration (for example annual Diwali purchase or yearly insurance renewal), you ought to set a date range of 400 – 550 days. For RLSA, a range of 3 months will suffice.

It is clear that using the right audience list can be extremely beneficial to amplify your paid search efforts. Which will be your preferred audience list? Do write to us and let us know.

October 11, 2017

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