Tag Archives: AdWords

Bing Ads Coming to Facebook

5182163418_da1d8a30b4Facebook’s announcement of Graph Search was a large move for the industry. As Zuckerberg was announcing the new feature, Bing’s VP of Search, was also crafting a statement. He disclosed that Graph Search was collaboration between Facebook and Bing. We do know there is a partnership between the two handling the searches. If Facebook is unable to handle the request or if the query is for a web page, then Bing is the one handling the search results.

An interesting screenshot of the testing process was presented and in the upper left corner of the search is a search ad. The ad is labeled sponsored. Some pundits have been examining this screenshot and the supposed sponsored result for Bing’s involvement. The speculation is that Bing ads may soon find their way onto Facebook searches and possibly even into Facebook itself. If this does happen, then it is good news for the digital marketing agency. Bing can offer a good alternative to Google’s AdWords except it does not have the needed distribution. Some space on Facebook web pages would help resolve that dilemma and offer more advertising solutions for the digital marketing agency.

Are Bing Ads Coming to Facebook?

Photo by IvanWalsh.com

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Microsoft’s AdCenter Rolls Out More Creative Ad Rotations

Having an arsenal of ads is important for the mid and the large sized brand. People respond to ads, but they are more responsive to differing ads. Multiple ads gain more exposure than a single ad displayed over and over again. Some time ago Google’s AdWords tested ad rotation based on differing metrics than just success, which is measured by higher clickthrough rates (CTR). Google received some flack for creating a 30-day period where the ads would reevaluate which ads were most effective. Many social media agencies cried foul because for them a 30-day period was not enough time to accurately measure ads.

Microsoft learned from the AdWords uproar and has implemented a new ad rotation feature to advertisers. It used to be that ads would rotate based upon higher CTRs, but a new feature available to advertisers allows an ad rotation that is more even. Even though CTR is one of the best metrics for ad evaluation, many advertisers want to expose people to more ads and not just the higher CTR earning ones. This is especially helpful for the social media agency because of Bing’s and AdCenter’s much tighter integration with social network data than AdWords can offer.

This new option is especially helpful as the social media agency experiments with ads. A newer ad, even if it its purpose is not a different experience, needs time before an accurate measure of CTR can be obtained. The old rotation option would move the newer ads to less exposure than established ads even if the newer ad turns out to be more effective in the long run. This move will also better help the internet marketing firm conduct A/B testing on ads.

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Google Adds Structured Data Results to Webmaster Tools

One of the better tools for the brand that uses Google’s AdWords is the structured data mining Google does. Google scans websites and then compiles the rich text snippets which can be used to classify the website. The burden for the internet marketing agency has always been trying to create rich text snippets that are inline with what Google thinks they are.

Google has now updated its Webmaster Tools to provide that very service. Google will now display the snippets, so there is no longer any guessing by the agency how Google classifies its services. This update will help save the internet marketing agency effort and insecurity that it is not utilizing AdWords to its fullest extent.

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Yellow Pages A Better Value Than AdWords

A new study shows that using the metric Cost Per Call favors YP.com over Google’s AdWords as a platform for businesses to advertise. The average Cost Per Call on YP was $46 whereas AdWords will cost advertisers $88 for the same call. The ranges of the costs are also a valuable measure and again YP still wins the contest. The range of Cost per Call on YP was from $8 to $162. The range for AdWords was much larger from $17 to $257.

The study was conducted by giving $1000 to 62 businesses in 18 cities representing 20 different industries. Calls were then tracked. Because the ranges of Cost per Call overlap, the important finding was that 77% of participating businesses achieved better performance from YP than from AdWords.

Many social media marketing agencies will be able to dismiss this result because the measure of success is a phone call. Other valuable metrics are not measured and may not favor YP. Even if the study is plagued by this problem, it is still important for the social media agency to note that the sheer volume of advertisers on AdWords does drive up the price and that some alternative publishers do have prices geared towards more stability and value.

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AdWords for Mobile Has New Features

The social media agency that uses Google AdWords to market on mobile devices has some new features available to it. The first new tool is an app extension. If a user conducts a search for a business and that business has an app, then Google will point the user to both the app and the mobile web page for the searched for business. The app pointing will go to either Google Play or the Apple Store, depending on the type of smartphone used. This function is not yet enabled for tablets.

If the app is for an Android phone, then advertisers will be able to track app downloads from within their AdWords account. This will help the social media agency that uses apps to manage a brand’s content. Normally the app just counts downloads, but seeing how the ad for an app is working is important to measure ROI.

For tablet users the latest update is not completely irrelevant. AdWords now allows app developers to allow custom searches from within apps. Google will even share some of the revenue from those searches with the app developers. This will help provide another method of monetization for app developers, while also making sure users of the app use Google and not a different search engine.

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