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New Search ‘Metrics’ Tools in Google Ads – Helping Marketers Find More Value

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Google has unveiled four new ‘metrics’ position tools. These new resources will help marketers understand more about where their ad will appear in relation to search engine results. The purpose of the new toolkit is to help marketers understand click-through rates and ranking issues therein.Related image

The new announcement is really a way for Google to re-purpose ‘average position’, the metric in Google Ads that many marketers believe describes where your ad appears on the page. In fact, the metric reflects ‘the order in which your ad appears versus the other ads in the ad auction’. This is a big difference – one that many marketers have been caught out with.

Google hopes the new metrics tools will help marketers get more out of Google Ads:

“Therefore, we’re rolling out four new metrics over the next several weeks that – unlike average position – provide clear insights on where your ads are appearing on the search results page:

  • Impr. (Absolute Top) % – the percent of your ad impressions that are shown as the very first ad above the organic search results.
  • Impr. (Top) % – the percent of your ad impressions that are shown anywhere above the organic search results.
  • Search (Absolute Top) IS – the impressions you’ve received in the absolute top location (the very first ad above the organic search results) divided by the estimated number of impressions you were eligible to receive in the top location.
  • Search (Top) IS – the impressions you’ve received in the top location (anywhere above the organic search results) compared to the estimated number of impressions you were eligible to receive in the top location.”

The new metrics can help marketers understand more about where their ads are positioned in relation to the wider competition, helping marketers get more out of Google Ads in the longer run.

Want To Reach More Video Audiences? Think YouTube Is King? Think Again! Facebook Gets More Shares Than YouTube

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According to Forbes, Facebook’s ‘native’ video platform “gets 10x more shares than YouTube”. Forbes, citing research by Quintly, found that an analysis of nearly seven million posts by 167,000 Facebook profiles over the last two quarters of 2016 found that user interactions (i.e. shares) increased exponentially through Facebook’s own video platform over YouTube.Related image
The data itself found that 478% more ‘shares’ and ‘110%’ more interactions on Facebook’s own video platform over YouTube.
Forbes states:
“Native videos start playing automatically (unless a Facebook user changes a setting), while YouTube videos need to be tapped on. Native videos play right in the Facebook interface, while YouTube videos need to load an external mobile web page which is then displayed inside Facebook’s wrapper. The result is a faster, cleaner, simpler user experience. And the result of that is Facebook sucking in more native content.”
However, the change seems to be based on Facebook ‘prioritising’ its own video software over external platforms. Furthermore, YouTube’s audience figures are astronomical and continue to grow. Therefore, a marketer should take away from this development that Facebook is maturing as a video ad platform but YouTube is still king.

Google Announced New Rules for Ads Marketers In An Effort To Stop Online Piracy

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Google in 2017/18 disapproved 10 million Google Ads suspected of infringing copyright. The company has invested nearly $110 million in developing new copyright infringement tools that rights holders (and their agents) can use to remove adverts that infringe on copyright. The new report, published by Google, outlines the scale of copyright infringement on the Google ecosystem. As a responsible marketer, it is crucial for you and your brand that you follow copyright rules.

Google’s report also stated:Related image

“Provid[ing] transparency: We’re committed to providing transparency. In our Transparency Report, we disclose the number of requests we receive from copyright owners and governments to remove information from our services.

Today, our services are generating more revenue for creators and rights holders, connecting more people with the content they love, and doing more to fight back against online piracy than ever before. We’re proud of the progress this report represents. Through continued innovation and partnership, we’re committed to curtailing infringement by bad actors while empowering the creative communities who make many of the things we love about the internet today.”

New Bing Ads’ Competition Tab Has Just Gone World-Wide

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Bing has rolled-out its ‘Competition Tab’ worldwide. The new tab, the company argues, is ‘critical to staging a successful ad campaign’. Bing believes it is difficult to get to grips with competitors’ ads and how they are placed in relation to your own marketing endeavours. Therefore, this new competition tab will help marketers get strategically valuable insights and access to analytics that can help optimise your marketing activities.

Bing announced:Related image

“The competition tab has two sections. The first section is Auction Insights. We took the Auction Insights report and completely revamped it with richer visualizations, including the ability to segment the data using metrics such as time or device, as well as filter down to specific competitors or campaigns. Let’s say you’re managing ad campaigns for a tour and travel company. With the Over Time view, you can instantly understand the competitive trend.”

This is the latest AI-powered search engine marketing analytics tool created by Microsoft. Bing has long been number two in the search engine landscape but these new analytics tools serve to nip at the heels of the technology that underpin Google’s supremacy.

Millennials Prefer Search Engines Over Social Media

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According to research conducted by Search Engine Land and SurveyMonkey, millennials are more prone to use search engines to source information over crowdsourced social media alternatives. The ‘death’ of Google Ads over Facebook or Twitter has long been foretold. However, this research says otherwise.

Search Engine Land found:Image result for search engine

“To understand where search stood as an information gathering tool, we asked questions that put users in specific scenarios… As an example, we asked users to choose where they would most likely turn to find a new dentist. The motivation behind this line of questioning was to give a real-world scenario where a user might choose between search and other available options.

Not surprisingly for this kind of need, many people would choose to text or call a friend or family member for a suggestion; however, a higher-number 36 percent would turn to a search engine. Only a very small minority of 5 percent would rely on social media. When this data was cut by age, millennials (18-34) were just as likely as the general population to use social media but were more likely to use search than those in the 35-64 bucket.

Social media may be a great option for gathering advice from a crowd, but when the suggestions really matter users still want control over how much and from where they gather information.”

The implications of this research matters to marketers looking to invest in on-going search engine paid ads. The demise of search engines has been over-exaggerated and as such it remains a useful channel for strategic marketing.

Facial Recognition For Border Control

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It has been reported that the UK Home Office will soon be using biometric facial recognition technology in a smartphone app to match a user’s selfie against the image read from a user’s passport chip as a means of self-service identity verification for UK border control.Image result for facial recognition 100x100 Read More

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