Posted by YM Social on December 8, 2015
In November 2015, Schema.org release 2.2 took place.
Some notable changes took place with this release including the additions of:
– branchCode to represent codes identifying business locations.
– homeLocation and workLocation as subproperties of Location.
– Barcode as a subtype of ImageObject.
– GeoCircle as a subtype of GeoShape, geoRadius, geoMidpoint.
– postalCode and addressCountry are now an expected property for GeoShape and GeoCoordinates.
– countryOfOrigin property to Movie, TVEpisode, TVSeason, and TVSeries. And more.
“On-page markup helps search engines understand the information on web pages and provide richer search results.” – Schema.org
Schema was adopted by all 3 major search engines back in 2011 and is helping search engines to become intelligent graphs of information. Staying up to speed with the new features and options being made available to us through the Schema.org syntax is critical for us to stay ahead of the curve.
GA blog has a post titled: Progressive builds a Better Mobile App with Google Analytics Premium
The post highlights how the insurance company used Google Analytics Premium, Google Tag Manager and BigQuery to improve app utility
It’s always elucidating to see how other organizations utilize certain digital products and how effective any strategic implementation of tracking and analytics ultimately is
However, on the surface it seems like many of the improvements could have been achieved outside of any sophisticated product implementation:
– Pinpointing where users crash on their app experience
– Changing the lockout experience for app users
New Metric features from Google
– Store Visits
– Ability to view visits at Keyword or Ad Group level
Provides a way for retailers to measure offline ROI from online data. Advertisers can use insights from store visit data to decide which products are driving consumers to their stores
Facebook launches live streaming and collages.
The Battle for Breaking News: Every major social media channel is currently focused on making their platforms the source of “news in real-time”
Live streaming can be great for event type marketing and awareness. If done correctly, it can activate huge followings and provide branding opportunities
The more that social channels want to focus on being the “real time news” angle, the more brands need to adapt their thinking and shift their content to still be favored with what audiences are looking for as well as algorithm changes.
AD Fraud, Pirated Content, Malvertising, and Ad Blocking are costing $8.2 Billion a Year.
IAB reports that the costs will only get worse unless a strategy is laid out.
Over half this amount lost ($4.4 billion) is derived from “non-human traffic” or bot fraud. These are impressions that advertisers pay for but don’t represent contact with real consumers.
IAB has issued a “call to action”, asking industry leaders to step in and contribute to combatting this type of corruption.
This article continues serves as a reminder to be vigilant in our practices against bot fraud. As we continue to utilize ad verification through IAS on all of our buys, it is imperative that we investigate any suspicious data sets that we pull to keep the bots at bay.
Programmatic Buying Can Save Digital Outdoor Advertising
Digital Outdoor channel is advancing with the help of programmatic buying.
Digital Outdoor advertising has long been a tedious process of relying on humans to input codes and set campaigns up. With Trading automation, brands can buy slots automatically on a screen-by-screen basis.
In addition, the implementation of cameras on the screens can provide increased behavioral data on the audience that is viewing the advertisement, and inform dynamic advertising decisions. Offers in malls can be tied to store inventory and serve dynamic ads based upon this.
As the Digital Outdoor channel evolves, we will continue to observe it, identifying if it can be a viable channel for our clients.
Posted by YM Social on October 28, 2015
Google starts using “instant answers” in Chrome. This auto-completes queries with answers to questions as a sub-bullet. They have taken their mission to take the world’s information and “make it universally accessible and useful” another step further by displaying knowledge graph-type results directly in Chrome’s desktop address bar. The types of queries this impact (so far) include: ages, timeframes of significant events, & sizes of countries & states.
Users will be getting answers to their queries faster and with less effort. For SEOs, if a user is looking for a simple answer, what is their incentive to click on or finish that search result? If Google starts bringing more information into its address bar, we could end up seeing a decline in search volume and possibly traffic to our most user-friendly, informative pages.
REvJet introduces a new Acronym: CSP (Creative-Side Platform)
8 weeks ago, RevJet began working with Microsoft, aiming to unify ad creation, serving, testing, measuring, and optimization into a single platform for desktop and mobile display, video and social.
RevJet integrates with whatever demand-side platforms (DSPs) its clients are using. Right now, these include Rocket Fuel and Radium One. For example, a creative agency would develop a series of display ads, running multiple iterations of the ads against each other simultaneously. Once it is clear which piece of creative is best performing in terms of clicks and conversions, the lower performing ad was halted, and the higher performing ad continued to be served.
With this new CSP, there is a potential to increase conversions per thousand impressions and to see creative as a revenue center rather than a cost center.
Google launches new Shopping Insights tool in time for the Holiday Season.
Uses actual AdWords search data to allow for exploring trends and popularity of products across the US. Drills down to city level, and trends over time (can play a timelapse trending video)
SEM has had tools like this for a while, and similar to Google, but focused more on the interactive mapping and heatmapping experience , rather than overall search term trends. Preset filters allows you to drill into specific shopping seasons only, device type, and location.
Search terms are limited to product searches. Shopping Insights works best when tracking major trends. The beta version currently includes data for the 5,000 most popular products on Google Shopping between April 2014 and September 2015.
BING HAS REMARKETING!
Bing Ad’s now offers remarketing capabilities for search and shopping channels. Remarketing efforts, currently within Google, allows advertisers to revisit consumers who have shown a consider amount of intent. These efforts usually perform at a higher CRs while driving lead volumes.
Instagram introduces Boomerang
Boomerang takes a burst of photos and stitches them together into a high-quality mini video that plays forward and backward. Shoot in portrait or landscape. Share it on Instagram.
This is yet another tool that, given this reversing capability, we as marketers can get incredibly creative with for clients moving forward.
Facebook has just added the ability to upload 5-7 images that Facebook will automatically make a video.
Basically it’s a light version of Instagram’s Boomerang specifically used for Ads.
For our brands, we can now get more creative making moving images and mini videos to run in the background of our ads to be more eye catching and potentially improve results across all Facebook ad metrics and KPIs.
Twitter has announced Twitter Polls.
Now anyone at any time can quickly and easily poll their audience. We can utilize this tool in order to gather several data points from customer sentiment to product testing and review data.
Posted by YM Social on October 26, 2015
Enter ‘The Furrow’. Unless you were born very early in the last century or even the century before that, you’ve probably never heard of it but it was one of the earliest pioneers of content marketing. First published by John Deere in 1895, it is widely considered to have begun the trend of large companies offering consumers helpful resources geared toward their product owners while piquing the interest of potential consumers in their industry to expand their market share. This, along with other marketing tactics by the company obviously worked because the John Deere company is ubiquitous and hugely successful in the farming, agriculture, and riding mower industries. It all started being the helpful brand.
Now we fast forward 120 years and content marketing is everywhere, and shows no signs of slowing down. In fact, all the moves that Facebook is making places an even larger emphasis on original content. Last year Facebook changed its algorithm to focus on what it called “high quality” content. If marketers don’t adjust their tactics, they will lose relevence and their audience completely. So what’s a marketer to do? Follow the POES, it always knows!
In this case, POES stands for Paid, Owned, Earned, and Shared Media.
Paid Media – Display ads, banner ads, pay per click search ads, and sponsorships. Paid Media is effective for advertisers because there is a degree of control, scaling, and it can be implemented on demand. Marketers now have another option to grow their brand as the helpful and trustworthy brand that, if done properly, can add a tremendous boost to your marketing efforts.
A big player in this space is the ever-expanding world of Social Advertising that is now available on various social platforms like Facebook, Twitter, Linkedin, YouTube, Instagram, and Pinterest. If done correctly (not spammy, too sales driven, or too pushy) they can help all other marketing efforts simultaneously. Remember, you are advertising to people during their free time, when they are talking and connecting to their friends and family. Respect that, and use it to your advantage when crafting your content so they promote your brand through media sharing, (more on that later).
Owned Media – All media assets that your brand owns and controls. Websites, blogs, newsletters, and social media accounts fall into this category. Major brands are now staffing entire content marketing and editorial teams to manage, steer, and promote their content creation streams online. Much like ‘The Furrow’ that I introduced you to earlier in this blog, companies now count on this modern content marketing to facillitate brand discovery through social channels and online search. This content informs, engages, and fosters relationships between the brand and customer throughout their lifecycles, so the customer can count on these brands to be the trustworthy authorities in their field.
Earned Media –When your public & media relations earns brand coverage through various publications online and off. When businesses establish a positive brand presence, they create a buzz without having to advertise. They let the news media outlets, bloggers, and their satisfied customers share brand laurels on social media and beyond. Brands have recently utilized the strength of their social audience by empowering them to share and publish content on behalf of the brand, thus inspiring even greater word of mouth. This can also be done by a tremendous customer service component in your business. We have an instant feedback loop now. A marketer and a company needs to listen closely to your audience. They are trying to help you improve your organization. Someone complaining online is your opportunity to turn this aggressive complainer, into a company advocate. Earn their respect, and earn them as an amplifier for your brand. Should this case turn into a positive resolution, you can likely turn the client into a case study and use them for testimonials content marketing if they agree to participate in your study.
Shared Media – Where all of the aformentioned marketing efforts come together with the help of your audience. Remember that loud-mouthed disgruntled tweeter turned brand advocate? He will spread your brand’s good word if you use the relationship your brand has fostered with him properly. A company’s social media presence today should be built to make it simpler for fans to share with one another. This is an opportunity to spark conversations regarding your brand through the content you create, publish, share, and promote. In order to for all of these facets of content marketing to work synergistically, your content needs to speak to your audience in the way they want to be spoken to. This is shared media. When wanting to leverage shared media content, keep the end user in mind, as well as the actions you would like them to do with your content. Whether it’s sharing, watching, or engaging through comments, make sure you are creating the right content in the right channels to optimize for shareability.
Remember, when your brand is providing consistent, informative, authoritative, and helpful information, your brand builds trust. The more your audience trusts you, the more they share your content. The more they share your content, the more positive sentiment around your brand is nurtured. The more positive sentiment around your brand, the more successful your company is as a whole. Content marketing can contribute to the five attributes of successful search engine optimization: QUART: Quality, Uniqueness, Authority, Relevance, and Trust. Do this by utilizing all of the above media, and your brand and audience can work together synergistically to create a holistic marketing machine to drive your business for years to come.
Find your key market segment. Build you brand. Build your reputation.
One post, tweet, and customer interaction at a time.
Posted by YM Social on October 19, 2015
Google has announced that a prior recommendation they made for webmasters to make pages created with AJAX technologies crawlable has been deprecated due to advancements in their crawling abilities.
As Google becomes more advanced, out-of-date guidelines that are made redundant by new automated processes will no longer be necessary.
Facebook Readies DSP Product for Early 2016 Launch
In early 2016, Facebook’s Atlas team will be rolling out a demand-side platform (DSP) capable of executing programmatic buys.
This adds a new dynamic to Facebook’s ad platform business, which already includes an ad server (Atlas), sell-side platform (LiveRail), and ad network (Audience Network).
This new DSP will push the Facebook data set into an addressable targeted display program through Atlas. This feature set beyond the activation of Facebook’s cross-device audience data is still being defined. In addition, there is no information about integration of third-party data sources.
With this new DSP, Facebook now offers a poignant product line that integrates people-based marketing, and cross-device measurement with the rest of their ad platform business. This will compete directly against DCM.
In 2014, five people died in New Orleans in a house fire. Three of them were children. There was no working smoke alarm. So the city analytics team and New York-based data group Enigma developed a model to predict which blocks in the city were at high risk.
Data for social good continues to be a trend seen across many verticals: including design, analytics, programming and non-profit organizations.
While there are various organizations like HRDAG, DataKind and Data Analysts for Social Good, defining problems, designing for people and having the end goals in mind are critical components for such ventures.
Google Introduces Shopping Assortment Report in Google Merchant Center
Quickly discover top products that are not currently being offered in your Merchant Center product feed and identify new brands and products to add to your assortment.
Provides a near real-time view into online consumer demand for shoppable products
o Identify popular products you don’t currently sell
o Identify products you sell but may have forgotten to include in data feed
o Identify products with incorrect GTIN (product identifier)
Pinterest place pins will allow users to contact and find local retailers on iOS platforms.
Starting this week, pinners will now be able to call and get directions to brick-and-mortar locations through the app. Users will also be able to see store hours and tips left by visitors.
Pinterest pulls their location data via the public Foursquare API. Businesses using Pinterest should make sure that their Foursquare information is accurate.
Facebook is currently testing a dedicated hub for users looking to watch videos on the platform, helping them “discover, watch and share videos on Facebook that are relevant to them.”
To access this video section, there will be an icon at the bottom of the iPhone app or users can access it through their “Favorites” section on the left-hand side of the news feed.
Facebook populates the feed with videos users saved for later, videos from friends, Pages they follow and videos based on their interests and FB engagements – such as “suggested videos.”
- Suggested videos will present similar videos to what users just watched and allows spots for ads
- A “pop-up” interface for video watching
- A new “save” for later button for videos
- Users can now watch videos while scrolling through their newsfeed
Facebook announced that they are creating a new feed dedicated to shopping, allowing users a place to find products outside their News Feed.
Those who shop through this new feed will experience a fast-loading full-screen catalogue of items to purchase. Users can access the feed through the favorites section on the app and will be shown products based on their likes, interests and FB connections. They’ll also be able to search in this field.
- The platform will also extend access to its immersive ad unit for e-commerce merchants. The ads, called Canvas, allow marketers to display products in a “catalogue” format.
- The “buy button” option is currently not included in this interface, but experts believe it won’t be long until it’s added.
Posted by YM Social on October 16, 2015
Gary Illyes from Google confirmed a few things at SMX East :
– John Mueller’s prior announcement of a coming Penguin update.
– Announced that the next Penguin update is in the “foreseeable future”. SERoundtable speculates that it may come as early as within the next few weeks.
– He also stated that it should be the real-time/continuous version that we are expecting.
This is a major algorithmic change and it is the first time that the algorithm updates have been in real-time. If you get slammed by Penguin and the algorithm is real-time, as soon as Google processes your link removals (like disavows or they are actually removed) you can potentially recover immediately.
Google Display Network Will Charge Only For Ads That Are Viewed
In the next several weeks, GDN is moving to 100% viewable. Google will move all CPMs to viewable CPMs in its display ad network.
Definitely a welcome news to advertisers worried about the Google’s stat that 56 percent of online display ads never have a chance to be viewed. Among the reasons for their invisibility: they are low on a page, they have scrolled out of view or they are in a tab that isn’t activated.
GDN to become one of the only media platforms where advertisers don’t pay for an ad impression unless it was viewable. This means your media dollars will only be spent where they can have impact. In the next few months, all campaigns that buy on a CPM basis will be upgraded to be viewable CPM (vCPM).
With this all advertisers will be able to see viewable metrics so they can make better decisions.
AdBlock Extension is quietly sold to a Mystery Buyer.
40 million users on Chrome & Safari use this extension.
Although there are 2 prevailing AdBlockers, both started as Open Source, but this one is the 2nd most widely used and went private a few years ago (2013).
Nobody pays attention, and since this has more users, it just gets installed more than the others and now some mystery company owns them. You can’t avoid ads because someone will buy the ad blocking company and let their ads through. What a world we live in.
Google announces Customer Match
Upload Emails Lists for Search, Gmail and YouTube Ad Targeting
Customer Match marks the first time advertisers will be able to set bids and create specific ads tailored to customer audience segments built with first-party data
The ability to set bids and create ad copy based on advertiser data on customers could be more powerful than doing so based on site visitor behavior
A slew of small things that are rolling out in the social sphere around Facebook
– Profile videos: Facebook is rolling out the ability to update your profile with a 7 second video instead of just a static image
o Profile videos will allow brands to stand out and grab user’s attentions in newsfeeds, helping to gain engagement and attention. Per the Facebook way, these usually roll out to personal profiles for testing, before integrated into brand pages.
– Instagram being shown in Facebook settings: Continuing to lean towards the ability to sync Instagram ads through Facebook ads manager, hints of the integration are showing up in page settings
o Instagram integration: with 53 percent of Instagram users follow their favorite brands, paired with Facebook’s targeting, Instagram will continue to be a sought after marketing platform
Posted by YM Social on August 3, 2015
Search Engine Optimization
Google’s Panda 4.2 update is rolling out globally.
Google had confirmed the Panda update, but they did not confirm to us the extent of its reach. This means that it is impacting search results worldwide, rather than just results in the U.S.
Spotify recently bought analytics platform Seed Scientific to quickly stay competitive after Apple got some brand good will at the hands of Taylor Swift. Spotify hopes to better understand how artists, listeners, and brands are interacting with the platform’s streaming music services, as well as gaining insights into their competitors’ user interactions.
Today, the pace of business is so swift that fortunes can and are made and lost in a few seconds. As a result, companies like Spotify must constantly show investors how they can evolve their gains.
Big data capabilities are needed and justified to quickly attract more venture capital and financing. In turn, big data fuels operations and defrays enormous operating costs, including the acquisitions being made in order to help fuel that growth. All of this activity is intended to raise the valuation even more swiftly.
Google announced that they have updated their keyword quality score reporting. The change only affects the numbers that is seen within Adword’s engine. It does not change how the score is calculated or the ad auction.
Previously new keywords without traffic would receive either very high or very low quality scores that are inaccurate. Now quality score for new keywords will always default as 6 (the average for the three components calculated in quality score) until additional traffic comes through to determine the keyword’s true quality score.
Facebook is currently testing LinkedIn-style profile tags on user profiles. Profile tags will allow users and their friends to add tags to profiles, which can be made of words, phrases or emojis. Once a tag is approved by the user, it will be visible to the public and listed by the amount of likes by friends
Since “Profile tags are a creative tool that lets you and your friends add tags to your profile to highlight the things that describe you and what you’re into,” it will be interesting to see if/when FB leverages and incorporates these profile tags as future targeting options for social marketers.
This is also a good way to identify potential influencers and tastemakers when looking to launch outreach efforts.
Posted by YM Social on July 27, 2015
In-app Ad fraud- firm claims to find large number of “mobile device hijacking” in which mobile apps load hidden ads and simulate human activity similar to traditional botnets.
Forensiq says its fraud detection platform identified over 5,000 mobile apps committing ad fraud while monitoring for irregular impression traffic patterns on various real time bidding (RTB) ad exchanges. Over a 10-day period, the company says it observed more than 12 million unique devices with “infected” apps, affecting about one percent of mobile devices it observed in the US
An annual loss to advertisers of more than $857 million globally, based on CPMs of $1.00 on Android and Windows Mobile and $1.25 on iOS
It is observed that some apps downloaded a script to simulate random clicks and load an advertiser’s landing page without the user’s knowledge. Other apps automatically redirected users through affiliate links to websites asking users to purchase items or other apps on the app stores
Search Engine Optimization
Google’s first Panda update in nearly 10 months was announced on July 22.
But rather than a fast rollout Google is saying this will rollout slowly over a few months, which means we will need to monitor this over time. This update is expected to impact 2%-3% of English language queries.
THE US DIGITAL MEDIA AD SPEND REPORT: Mobile will fuel strong growth across formats as desktop and traditional spend slow.
– Dollars are increasingly flowing from traditional ads to digital, as strong growth in mobile, video, and social spending continue to change the face of the US media market.
– Over the next five years, marketers will especially embrace mobile. Mobile will drive up spending on video, search, display, and social, and propel the migration of ad dollars away from traditional media, including newspapers and magazines.
There are great applications within mobile and other digital formats that allows marketers to do proximity based marketing within inches of a product. Mobile is one of the channels that has a ton of opportunity to both be extremely effective, and/or very annoying and intrusive.
Google’s Geo-based ad customizer’s beta, includes hyper-relevant ad modifiers that will automatically insert local City, State, Region, etc. information into ads. Ad use both geo-specific search queries and/or searcher’s location to determine localized content.
Twitter launches a new ad tool to help marketers hone in on live audiences.
The tool will have a calendar that highlights major global events such as sports, holidays, festivals, entertainment, politics etc. that can be filtered by event, location and date. Event insights, provides historical data about how events have performed on Twitter, including # of tweets, keywords & hashtags, reach and demographics etc.
Event activation enables marketers to launch ad campaigns targeting events with one click.
This new feature will allow brands on Twitter to be on the cusp of conversations as the tool simplifies research and execution during live events.
Posted by YM Social on April 14, 2015
The Digital Analytics Association announced winners to their Awards for Excellence
Recognizing industry talent and work is relevant for any discipline. The true value may very well be in the list of finalists published by the DAA beforehand. Being cognizant of major players and related work can help push precedent internally: one of the finalists for most influential industry contributor was Simo Ahava, whose blog has been used for internal education and reference: http://www.simoahava.com/
“Store Visits” is a metric that matters. Google launched “store visits” metric in December and released data last Wednesday on this new metric:
- US retailers measured 4x more conversions overall and 10x more conversions on mobile
ALSO on Wednesday, xAd, introduced Blueprints – a technology that relies on physical boundaries of businesses rather than navigational map data/ location history (which Google’s ‘store visit metric’ does). xAd has marked perimeters for more than 12 million US businesses already. They contend that typical geo-fencing can miss ¾ of the building area thus resulting in inaccurate store visitation data
- Per Google – US auto verticals saw 2x higher conversions with store visits data
Google has announced that branded searches will not be impacted by the mobile algorithm.
John Mueller of Google recently answered a long-standing question on the minds of SEOs about their new, upcoming mobile algorithm. He commented that it is not because these sites are somehow magically different but that these sites are the most relevant for that query, and that they will likely not see very much of an algorithmic drop in the search results. Google may demote the site one spot, but not much more than that.
More tests coming for Twitter, as they experiment with filtering options for their search capabilities. The new filters include: filtering by live results (current), media content, tweets from people you follow and tweets from people near you (and would be interesting to see if Twitter can track, target and serve ads locally). Users now can also save and embed searches, which would be a great aggregator for campaign/hashtag conversations.
With these updates, Twitter is looking to organize its searches to help users find the most relevant content.
Twitter’s new search updates will make it easier for users to find valuable brand content and for users to join and participate in the conversation. The new filters will also make it more manageable for brands to be on the cusp of conversations and to observe brand/content sentiment in the Twitter-verse.
Posted by YM Social on April 9, 2015
Google Analytics Query Explorer receives a fancy update.
Query Explorer is a tool used to pull custom datasets from GA, and it has been updated to be much more user-friendly. Drop down menus have been updated throughout the tool with plain-language metric/dimension names (instead of just their API values). Sampling settings are now editable, allowing us to pull larger datasets before sampling kicks in. Date fields now support plain-language date ranges (e.g. “60 days ago”). Segments are viewable by segment definition instead of API ID
Google introduced Google Compare for car insurance in California with more states to follow. This gives users an easier way to understand and compare products online to make informed decisions.
Users can buy policies online or call a local agent from their phone. It’s CPA model, but according to Google the payment is not a factor in ranking or eligibility.
Google has added subdomain support to their change of address feature in Google Webmaster Tools.
This new feature will allow us to easily tell Google when a site moves from a subdomain. With this feature, we can give Google a more definitive signal saying the site moved.
More details have been released on the upcoming mobile friendly update from Google. We now know that this algorithm update will only impact mobile phones and not tablets. This suggests that tablet search results are more than likely desktop drive as opposed to mobile driven.
As part of their new test, Twitter is placing promoted tweets in people’s profile pages. Currently, the test ads are served on non-verified profiles and only seen when a user signs into the platform.
With Twitter’s new partnership with Google, be prepared to see ads served to logged out audiences because fly-by users may become more common since the partnership means that tweets will appear in search results.
Adroll has plans to integrate retargeting and mobile by trying to acquire new users via app installs and maximize the lifetime value of their users ie: engagement, in-app conversions and sales.
Their product collects anonymous data on website visitors and audience segments to retarget high-intent web users in-app and on the mobile web
We’re seeing next steps in mobile targeting capabilities and strategy. It’s exciting to see mobile targeting capabilities becoming more advanced, and people setting benchmarks/KPIs to gauge mobile campaign success.
Posted by admin on July 11, 2011
Why Every Marketing Program Should Take Full Advantage of PPC Advertising with Microsoft
According to comScore, the search alliance of Yahoo and Bing combined represent 30% of the U.S. online search market. Bing not only serves its search results on Yahoo!’s portal, it also has 14.1% search share itself. Bing’s search share percentage is rising fast (in April of 2010 Bing had 9% of search market), and digital marketers are taking note. This blog points out why marketers should funnel as much PPC budget as they can, or as much as its network can handle, toward Bing.
Of course, Google is still the dominant force in search for North America and to ignore Google in favor of Bing would be a foolish strategy. But almost as foolish is ignoring Bing. If you are one that’s pushed Yahoo! and/or Bing aside over the past few years here are some reasons and approaches for taking full advantage of this 30% market share through Bing PPC.
1. Bing CPC Cost Less
The main reason to have an ad campaign on Bing is that PPC ads with the same keywords cost far less than they do on Google. That means you can get a much better rank for a competitive (and effective) keyword phrase for less or the same pay per click rate than you get on Google. Of course every keyword and client differs, but here are just a few examples of recent keyword CPC costs we’ve experienced with our clients on Bing versus Google PPC (all Avg. Pos 1).
medicare supplement insurance plans
You may argue that fewer people see your ads on Bing, and that’s true. But since you are paying per click, you have a much better chance of getting lower costs per lead or conversion from Bing.
2. Bing-Google Ad Platform Similarities
We’ve conducted many tests on Google and Bing and find that keywords that work best on Google have similar results on Bing. The fact that search behavior is pretty much the same in both search engines is something we take full advantage of for our clients. And here’s how we do it:
- Do all of your testing on Google first. Since Google has the volume and is better at monitoring click fraud, you can find out more quickly what keywords are your best drivers and what kinds of landing pages create the best conversions.
- When you are satisfied with the results, take your findings over to Bing and watch your cost per conversions go down and your ROI go up.
- Bing actually encourages this by making it easy to import your Google campaigns directly into Bing.
3. Recent Bing Platform Improvements
One of the things we did not like about Bing was how it controlled the daily budgets. With Google, you can limit the amount of dollars you spend, both daily and monthly. Once you reach your limit, you can then see what you missed out on. This way you can determine whether to increase your daily amounts for specific keywords or not.
However until recently, on Bing marketers had a daily budget option that spread out dollars throughout the day. This made your PPC ad show up less often during searches but budgets would last longer during the day. We call this “throttling” and we don’t like it. One of the values of PPC is that it offers impressions to searchers, and impressions are free. We’d rather have the ads up all of the time and when they reach their daily limit, they disappear.
Bing recently made some welcome changes to its daily budget options. Now you only need specify how much you want to spend each day. The adCenter system then determines your monthly maximum amount. While the problem of throttling ad impressions or experiencing a “budget pause” status on a campaign is still an issue, the benefit of the new change is a lesser daily commitment requirement for budget.
4. Greater Ad flexibility on Bing
Some people don’t like the limits that Google places on PPC ads. Google has a 25 character title limit while Bing and Yahoo! have a 40-character limit. Anything that gives you more flexibility in advertising is a good thing. If you add those 15 characters and other “lazy” marketers don’t because they are simply using their Google ads, you may be able to gain a competitive advantage with better performing ads.
5. Sales and Conversion Rates
There are those that claim that Google has better sales or leads per click rates, and others that say differently. It really depends on your business.
What we have found for our clients is that retail companies tend to get better sales conversion rates with Bing. For our B2B companies, lead conversion rates are the same on Google as they are on Bing. But even so, if CPCs are 50-70% lower on Bing you can afford lower conversions and still have better acquisition costs on Bing.
How about you? Are your PPC ads on Bing as well as on Google? If so, let us know what you’re finding.