Ir al contenido acambiode Otro sitio realizado con WordPress Menú Inicio Blog Desplazarse al contenido Entradas Publicado en 6 noviembre, 2017 ¡Hola mundo! Bienvenido a WordPress. Esta es tu primera entrada. Edítala o bórrala, ¡y comienza a escribir! Publicado en 19 julio, 2016 Automatic Bidding: Timesaver Tool? Google Adwords is well-known for their suite of tools aimed to help advertisers and agencies, from beginners to experts. Keywords Planner, Display Planner or time schedule are some of them. One of those tools is the automatic bidding, a feature which helps to manage the bids and optimize the CPCs to accomplish our objectives. Sounds great, and indeed it is but unfortunately automatic bidding isn’t perfect. There are some things that need to be considered before choosing between Manual vs. Automatic bidding. So what exactly is automated bidding? A key factor for the success of a PPC (Pay Per Click) campaign is the cost, and how much you spend. And the cost of a PPC campaign always is the CPC (Cost Per Click). When it comes to maximizing the Revenue, we need to take into account the Revenue per Click which is the difference between the CPCs paid and the revenues obtained. The final CPC is calculated for each auction depending on: Quality Score of the Ad Maximum CPC The competition Depending on these three factors combined, this will determine the ranking of positions in which each ad will appear and the CPC each advertiser will pay for that user. To set a CPC there are two options: Set a default CPC for all the keywords in an Ad Group or set a Maximum CPC individually for each keyword (both options can even be used at the same time, we can set a default CPC for the Keywords for an Ad Group and then set a different CPC for specific keywords. Studying the average CPC for each keyword can be a somewhat tedious task. What’s more, once the campaign is running we need to monitor and optimize continuously the CPCs. That is the main function of the Automatic Bidding feature, to monitor and manage the bids in order to get the maximum number of impressions and clicks at a market average cost without having to spend too much time, therefore it is of great help. Yet, the problem of using automatic bidding is that the feature is not Smart and can lead to several problems, such as: Exorbitant bids: This usually happens in the case of very competitive keywords whereby the bids can skyrocket without limit. Page Position: The best positions for an advertiser for critical keywords are the top 4 positions. Under that users are likely to be less qualified. When you edit the bids manually, you can set the CPCs to keep those positions, but in the case of automatic bidding, this is not possible. CPA optimization: When using manual bidding, usually we focus on our goals such as conversions therefore we will try to maximize the keywords with a high CR (Conversion Rate) so It’s likely we will increase the max. CPCs for those keywords rather than for others, but such differentiation can’t be made using automatic bidding. In short, automatic bidding is definitely helpful because it makes it easier to manage big accounts, furthermore with the latest improvement Google has made to this feature it is now more reliable. Having said that, it can be dangerous if you don’t set a maximum budget and can wipe away your profits just by bidding far too high for just one click! Publicado en 18 julio, 2016 SMART Goals, more than just goals The Smart Goals feature was launched by Google recently. The idea is to use big data gathered by certain advertisers who authorized Google to collect it anonymously. It’s all about the patterns The key to understanding how people act is to study behavioural patterns. What Google does is to compare data from hundreds of thousands of users with the sole purpose of identifying the closely-linked behaviours and in the end, create a buying persona. This way, Google knows if a user is likely to be qualified traffic because it compares their patterns with the ones for those already are known and considered high quality traffic. The main parameters Google considers when it comes to classifying users are the following: Time spent on website Behaviour on the website Interests Likelihood to convert Now let`s focus on Smart Goals As is the case with many Google products and services, using Smart Goals is really simple. We just need to activate that option in Google Analytics. There’s no need to add any code or modify anything. It is important to understand that Google differentiates between regular goals and smart ones. With smart goals we have another useful dimension available to study the sources of traffic, campaigns and so forth. What’s more, Smart Goals will allow us to adjust our CPCs (Cost per Click) on Adwords campaigns thus automatically optimizing our CPA. As you can surely appreciate, the longer the conversion funnel the most useful smart goals are. Smart Goals can be found under the tab “Goals” in the admin dashboard of Google Analytics. Google is currently investing a lot in solutions based on big data and efficiency, with the purpose of helping advertisers and agencies run profitable campaigns; two examples of this commitment are for instance Google Academy or Google Activate. Finally, it’s important to highlight that although Smart Goals provide great insight on your audience and users, decisions must be made according to the data, and such is the case of Adwords Express, Smart Goals have a long way to go before earning our full trust. Publicado en 4 julio, 2016 Volume Quality: Best Practices Have you ever asked yourself what is the key to having a profitable webpage? The common answer to that question is: user volume. Indeed, a decent volume of traffic is a key starting point when monetizing a web page. Without qualified traffic, Conversion Rate (CR) will likely be lower than it should be if you want to make it profitable. Although the marginal cost of having additional users on a web page is very low (sometimes even insignificant), a huge volume of users will increase the resources a platform needs to handle the requests made by the users. So Volume is normally a step-variable cost. Let’s assume that we hired a VPS (Virtual Private Server) capable of handle 1,000 requests per second. Therefore, if there are more than 1,000 sessions navigating through the website at exactly the same time, we are exposing the server to an overload and therefore it is likely you won’t have resources to handle the traffic you paid for or organic traffic which you may have worked so hard to get. The result is that you will need to hire another VPS, a more powerful one, maybe a CDN (Content Delivery Network) or using a cache. But it is likely that will cost time and money. So, to handle more requests will mean a cost for you, but will this higher volume of traffic potential revenue increase profitability? If the answer is: “Yes, Yes, Yes!” and you are totally sure the investment will be worth it, then go ahead. But if you are unsure, then you should focus on the quality of the traffic volume and take into account the sources of traffic, the UX (user experience), content and so forth. Interested in making your site more profitable? Follow us at JOT and stay in the loop! Publicado en 27 junio, 2016 Ad Extensions One of the keys to have a better traffic in terms of quality, and increasing volume within the same budget, are Ad Extensions. Today we’ll show you two of the many available in Google Adwords: Consumer rating: It is an Ad Extension which shows the overall satisfaction that users have. It is very easy to understand how does it work, Google Consumer Surveys create a survey form which you must add to the webpage, and through that form users can express their opinion regarding the web page, on different issues such as User Experience (UX), Ease of Use, speed, prices, customer service… And the poll result can be viewed clicking on the extension of the ad, the page will display a small window The implementation is really simple, just signing up on Google Consumer Surveys service and creating a survey it’s enough. Afterwards the result will be implemented automatically. https://www.google.com/insights/consumersurveys/home Reviews: Reviews are another extension which shows opinions or reviews of the business. They are shown in the text ad Using them make users to be more confident about a website, and catch more attention than a plain ad. As the consumer rating extension, it is very easy to use, you just need to create the ad extension in adwords, clicking in the Campaigns tab, choosing the campaign and click the Ad extensions tab, then choose “Review Extensions”. From that panel you will be able to create new reviews and applying them to the Ads. You may notice that you have to quote where the review was posted, such as newspapers (but articles not created by the advertiser), magazines, blogs… Those reviews submitted are checked by the team of adwords, so be careful when choosing the source! To sum up… Ad extensions are tools which allow advertisers to increase the conversion rate and the quality of the traffic. The more ad extensions you use the best result you may have. And that’s not all, since Ad extensions has no additional cost you can mix them and you only will be charged by the clicks on your ad. Source: https://support.google.com/adwords/answer/3236114?hl=en Publicado en 22 junio, 2016 Facebook: A consolidated option To say that social media is a fundamental tool for business marketing is no longer a risky statement. Indeed, the advertising industry took for granted what in some years has become a reality. Every year social media traffic and markets grow even higher and, after 6 years in the market, social networks have shown they are a profitable source in which we can invest a part of our marketing budget. The important question to ask when approaching a social media marketing strategy is: which of them fits my needs better? There is no universal answer, businesses are present in even more markets than before and a case by case analysis is required. In any case, there is one network that stands above the rest as a reliable and extremely targetable network: Facebook. Their prominence is supported by the vast amount of advertisers present on the network and the general consensus that this network offers the best ROI. The success of a product does not depend just on where it advertises but instead relies on the quality of the product/service itself and the strategy to be applied. What we can conclude from this data is that Facebook should be the first option to invest in, and that if we do so wisely we will maximize our chances of increasing profits. In business it’s always is good to know where to invest with the best possible return. Publicado en 22 junio, 2016 Traffic Acquisition Costs Traffic acquisition is one of the most used and relevant kpi’s (Key Performance Indicator) for a company. Internet companies are like traditional ones: they seek potential clients to use, buy or rent their services. These potencial clients are usually called “users” and no physical contact is maintained with them. One of the advantages of digital business is that there is lot of ways to be known and attract customers. Indeed some of them are free such as social networks, Search Engine Optimization (SEO), backlinks… while others are paid sources like Search Engine Marketing (SEM), affiliation, retargeting… The aggregation of these costs is called traffic acquisition cost, or the cost for attracting users. Normally the traffic acquisition costs account for the higher share of costs a digital business incurs and is one of the key factors for a company to succeed. Digital strategies A potentially successful business strategy for digital companies should have focus on lowering traffic acquisition costs. For instance, one of the core competitive advantages Google has is the low traffic acquisition cost. Thus, the operative margin is higher than its competitors, such as Yahoo or ask.com. There are many ways to reduce the traffic acquisition costs, for example replacing paid organic sources for organic ones. That would be the case of improving SEM investment and improving the SEO. The main problem of doing so comes from the fact that SEO is a source of traffic in medium-long run. Reducing the investment on PPC (Pay-Per-Click) sources would inevitability cause a decrease on the number of users or customers. In the short-medium run the best option is optimizing the acquisition costs by hiring a team of specialized people for each source or, in a more affordable and efficient way, hiring a digital agency to do it for you. Sounds interesting? Don’t forget to subscribe to be updated with the latest news in digital marketing! Publicado en 22 junio, 2016 Retargeting: Your Best Ally Retargeting is a digital marketing technique which helps advertisers increase the conversion rate (CR) by segmenting users that have visited the advertiser’s web page without leading to a conversion or purchase. It should we always implemented along with other digital marketing strategies such as PPC, Traffic Acquisition, Affiliation, SEO, etc. Retargeting is interesting for advertisers which have a great volume of users. There are many ways to impact users with the goal of redirecting them to the advertiser’s webpage, for instance display banners, custom emails or text ads. But How Does Retargeting Work? Retargeting isn’t a permanent spy that crawls every visitor of the webpage and displays ads to every user. Instead, retargeting works by implementing a few lines of code in the webpage using JavaScript. These lines assign a unique ID to every visitor by dropping a cookie file in their web browser. When the visitor surfs on webpages, the retargeting provider (such as Criteo or Google) will read that cookie and show ads specifically for that user within their display inventory. Simple, right? Is retargeting useful? Rather than useful, It is really profitable. Campaigns designed for retarget users increase the conversion rate because it’s easier to persuade users with the benefits and features of the product, thus increasing chances of a user completing a transaction. Are you interested in more posts about digital marketing techniques? Then don’t forget to subscribe to our blog! Buscar por: Buscar Entradas recientes ¡Hola mundo! Automatic Bidding: Timesaver Tool? SMART Goals, more than just goals Volume Quality: Best Practices Ad Extensions Creado con WordPress We'll assume you're ok with this, but you can opt-out if you wish.Accept Read More Privacy & Cookies Policy