Average position is going away. Are you ready?

MarinSoftware.com – September 2019 Scroll through the full article here. Starting in October, Google will no longer be offering average position as a metric. Read on to learn more about transitioning to the new impression share and impression rate metrics… Impression share is the percentage of impressions that your ads receive compared to the total number they’re eligible to get. Impression share tells you how often your ads are appearing for eligible searches. Impression % (or rate) shows you how…

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Myth Busters: Conversion Rate is the Best Metric for Measuring Ad Copy Test Results

Best practices for managing paid search campaigns are full of commonly held assumptions, many of which are more myth than fact—especially when it comes to SEM ad copy. This Myth Busters series tackles these misconceptions one blog post at a time. In this installment, we dispel the myth that conversion rate is the best metric for measuring ad copy test results. The myth As a direct-response advertiser, driving revenue and conversions is your number one objective. The ad copy with…

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About top and absolute top metrics

Read the full article here @ Google Support: About top and absolute top metrics Search absolute top impression rate “Impr. (Abs. Top) %” and Search top impression rate “Impr. (Top) %” tell you the location of your ads on the Search engine result pages (SERPs). Search absolute top impression share (Search abs. top IS) and Search top impression share (Search top IS) help you understand if there is any possibility for your ads to reach the top (anywhere above the…

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A best (but rarely used) practice for Paid Search

Large advertisers have thousands and frequently tens of thousands of ad groups that reflect the diverse and complex nature of their businesses. However, usually only 20% – 25% of these ad groups drive the majority of the activity in an account. As expected, these high-volume ad groups are the focus of a range of efforts to improve SEM ROI through keyword acquisition, bid management and ad copy optimization. However, most of the other 75% – 80% of ad groups are…

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RSAs vs. ETAs: Stop Comparing CTR

Read the full article here @ PPC Hero: RSAs vs. ETAs: Stop Comparing CTR By Andrew Harder | Account Manager at Hanapin Marketing | July 17, 2019 We will not be comparing CTR between ETAs and RSAs. Why? For one, RSAs will show up for different queries, devices, etc., so it’s not an apples to apples test. And two, per a current Google Agency rep, Google created RSAs to be complementary to ETAs: they will win some auctions ETAs wouldn’t have and vice versa. 

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PPC and machine learning: Where do we draw the line on automation?

Read the full article here @ Search Engine Land: PPC and machine learning: Where do we draw the line on automation? By Simon Poulton on July 8, 2019 One of the most hotly debated (and least understood) topics in the PPC world, Automation, is a behemoth to take on. Functionally, we have 2 distinct levels of automation that are happening simultaneously on both PPC platforms and in the processes used to manage PPC media.

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Responsive Search Ads Coming To Microsoft Advertising (Bing)

Read the full article here @ Microsoft Advertising Help: About responsive search ads By Microsoft Advertising Help | June 2019 Responsive search ads make creating ads easier by eliminating the need to figure out which headlines and descriptions work well together. You provide up to 15 headlines and 4 descriptions, and using these, Microsoft Advertising will mix and match the most optimal combinations to create effective ads for potential customers.

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How Far can AI go in Marketing?

As technology is increasingly applied to all phases of marketing, how much of a role will there be for the traditional marketer? This question is particularly relevant to data-intensive areas of marketing such as SEM where vast amounts of information, metrics, and innumerable ad groups seem tailor-made for the application of data science and technology. In fact, over the last eight years, AdLabs has built a leading-edge AI platform for ad content creation and optimization but we found that human…

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Lexical Insights: Unlocking the Hidden Value in your SEM Program

All advertisers have a clear and measurable goal for their SEM program: drive more revenue at the lowest possible cost. While revenue generation will always be the primary goal for SEM, data science and text analytics are now able to find a new source of value from SEM efforts that had previously been unobtainable. Lexical Insights is the process of analyzing unstructured text, extracting relevant information, and transforming it into useful business intelligence. In the case of SEM, the hidden…

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