Social Media + Search Trends 10/3/2015 Research

Social Media + Search Trends 10/3/2015 Research. Some more monthly research I did in looking into new happenings regarding paid search, paid social media, Google tools, Facebook ad tools.

4 Red Flags When Hearing a PPC Agency Pitch
Michelle Morgan  |  August 3, 2015   |  5 Comments

Paid Search (Aggregate)

Improve the effectiveness of your paid search advertising program on Google, Bing, and emerging platforms. In this column, learn about changes in bid management tactics and other trends in paid search and pay-per-click (PPC) advertising – and what they mean for your digital marketing program.

SEM (Aggregate)

12 Biggest Things To Happen In PPC So Far In 2015
New ad formats for mobile users, big tests for PLAs, and a new search deal paves the way to managing three search platforms.

Microsoft Tops Expectations Despite Huge Nokia Writedown

Microsoft Reports $22.2 Billion In Revenue For Its Q4 2015
CEO Satya Nadella says the company’s investments are paying off.

It’s Official: Google Says More Searches Now On Mobile Than On Desktop
Company officially confirms what many have been anticipating for years.

Google Says Micro-Moments Are The New Path To Purchase
New data shows consumers use mobile devices more often, but in shorter periods of time, to research and buy.

Google concluded that the linear path from discovery to purchase has been replaced with “micro-moments” in which we use our phones in bursts of activity.

Time spent per web visit fell 18 percent as mobile’s share of web sessions has risen by 20 percent in the past year, says Google.

“Near me” searches doubled in the past year; 80 percent of those searches come from mobile

These stats underlie many of the changes instituted so far this year, which brings us to…

CPI Cost in 2015 – What we Expect
We know the 2014 Cost Per Install story, but what will CPI cost in 2015? We’ll delve into this below, giving our predictions on the future of this mobile advertising method.

Whilst it’s hard to predict the absolute outcome of a certain mobile advertising method, we do predict a few changes to happen to mobile CPI in 2015. Firstly, as larger big brands with heavier marketing budgets jump into the app store game, (more of which are doing every week) we’ll see more money being flooded into certain app marketing platforms.

The Decline of Mobile Web Browsing (and the Rise of App Usage)
Did you know that 90% of mobile time is now spent in apps? Mobile web browsing is a force to be reckoned with, but it looks weak in comparison to the huge rise in app usage. Here are some interesting facts about the rise of app usage and its correlation with the decline of mobile web browsing.

The Cost of Mobile Ads on 50 News Websites

Ad blockers, which Apple first allowed on the iPhone in September, promise to conserve data and make websites load faster. But how much of your mobile data comes from advertising? We measured the mix of advertising and editorial on the mobile home pages of the top 50 news websites – including ours – and found that more than half of all data came from ads and other content filtered by ad blockers. Not all of the news websites were equal.

Putting Mobile Ad Blockers to the Test

What It Costs: Ad Prices From TV’s Biggest Buys to the Smallest Screens

Google Transforms Dynamic Search Ads: Say Goodbye to Keywords!

What’s the Deal with These New Dynamic Search Ads?

Let’s take a step back to review the old DSA’s. Dynamic Search Ads have been around since October of 2011, and they’ve allowed advertisers to target customers using Google’s organic web crawling technology to index your website and determine which searches to show ads for. When a search is relevant to the content of your site, Google automatically creates an ad, with the headline and landing page chosen based on the content of the page on your site. So, this keyword-less approach to AdWords isn’t exactly new.

What is new? Well, now rather than simply crawling and indexing your website, the new DSA will organize your website content into recommended categories, based on the products and services your offer, to better target your ads. For example, if you sell furniture, previously DSA would only trigger ads for a relevant landing page, but now categories will further refine to show additional, more specific categories; for example, office furniture, bedroom furniture, dining room furniture, etc.

Attribution (marketing)
From Wikipedia, the free encyclopedia

Attribution is the process of identifying a set of user actions (“events”) that contribute in some manner to a desired outcome, and then assigning a value to each of these events. Marketing attribution provides a level of understanding of what combination of events in what particular order influence individuals to engage in a desired behavior, typically referred to as a conversion.

The roots of marketing attribution can be traced to Attribution Theory, developed by Fritz Heider. By most accounts, the current application of attribution theory in marketing was spurred by the transition of advertising spending from traditional, offline ads to digital media and the expansion of data available through digital channels such as paid- and organic-search, display, and email marketing.

Fritz Heider (February 19, 1896 – January 2, 1988)[1] was an Austrian psychologist whose work was related to the Gestalt school. In 1958 he published The Psychology of Interpersonal Relations, which expanded upon his creations of balance theory and attribution theory. This book presents a wide-range analysis of the conceptual framework and the psychological processes that influence human social perception (Malle,2008). It had taken 15 years to complete; before it was completed it had already circulated through a small group of social psychologists.

Google’s New Universal App Campaigns Push App Promotions Across Search, YouTube, AdMob, Display
New campaign type is designed to give developers big scale for minimal work.

Dubbed Universal App Campaigns because the ads automatically reach across Google Search, mobile app network AdMob, sites in the Mobile Display Network and YouTube on iOS and Android devices and the Google Play store on Android.

Dubbed Universal App Campaigns because the ads automatically reach across Google Search, mobile app network AdMob, sites in the Mobile Display Network and YouTube on iOS and Android devices and the Google Play store on Android.

Developers can set up and launch the campaigns either through AdWords or the Google Play Developer Console. Think of it as AdWords Express for Developers with scale and pricing based on outcomes rather than clicks. Advertisers put in four lines of ad text that can be used interchangeably and have the option of uploading a video for YouTube ads. They then set their location and language targets, budget and bid strategy such as target cost-per-install (CPI).

Google Introduces Two New Tools To Help Advertisers Run Even More Targeted Ads

Google is transitioning into a new phase with its online advertising scheme. The $400 billion company will empower advertisers with a more targeted approach by introducing two new products.

On Monday, Sept. 28, during Advertising Week’s Times Center Stage event in New York City, Google introduced Customer Match and Universal App Campaigns, which promise to put advertisers in a more favorable position through targeted ads and better app marketing toward mobile users.

According to Statista, Google raked in $59 billion in ad revenue for 2014. Although the figures are way ahead of Facebook’s $14 billion ad revenue last year, Mountain View seems to be taking hints from Menlo Park by using a more targeted advertising system.

Customer Match

Google notes 70 percent of online consumers say the quality, relevance and timing of ads and messages are factors that form their perception of the brand. The company currently uses its unique position to capitalize on these factors by presenting the most relevant information depending on what users are doing.

Hence, ads and messages will come in whenever a user does his or her searches through Google, watches videos on YouTube or checks for promotional email on Gmail, regardless of the device used.

Building on its current ad scheme, Google came up with Customer Match, which will help brands reach out to customers that they have had previous dealings with in a more specific way.

These target markets are, for instance, “those in your loyalty program or who have made a previous purchase,” Google elaborated.

Customer Match functions by allowing advertisers to upload a list of emails from its clientele. When a user signs in to his or her Google account, tailored ad campaigns that are built by advertising brands will be sent to the user whenever he or she uses any of Google’s services, such as the search engine, Gmail and YouTube.

A travel brand, which opts to market through Customer Match, can get in touch with the profiled individuals exactly when they’re planning their trip.

Weever Media

Google rolls out Customer Match for online advertisements in April

Google will soon roll out a tool called Customer Match. This tool aims to let marketers send advertisements to a targeted list of email addresses. For consumers to receive such advertisements, they would need to subscribe to retailers and log into their Google account. The search engine company plans to introduce this new feature to the public in April next year.

Fast Company said that advertisements by marketers will only be sent to consumers who have registered their email address through Gmail and YouTube. Costumer Match allows uploading a list of email addresses which can then be matched to signed-in users, according to Google through its own blog post. The blog also mentioned that for ads like travel brands, rewards can still be tracked as consumers plan for their next trip.

The Wall Street Journal cited another example on how this new tool for advertisement works. Retailers can upload a customer’s email addresses to Google in order to identify when the said customer accessed Google search or YouTube. As such, future similar advertisements will be sent to the same email address, provided that the consumer is logged in to his/her Gmail account.

The WSJ article also mentioned Facebook offering the same email-based ad through their own product called Custom Audiences. Google’s Senior VP for Ads and Commerce Sridhar Ramaswamy wrote in his blog post, “With Customer Match, your brand is right there, with the right message, at the moment your customer is most receptive.” More so, the new feature will be available in the next few weeks.

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