Google Drastic Ad Position Change Impact / Insight

Google confirms "Adwords Ads in search result in the right hand side ads will be removed global from desktop" Why?

Desktop Ads Presentation change – Google is switching up how it displays ads on desktop searches, removing them from the right-hand side of results and putting them only at the top and bottom of the page. (Source Link: http://www.thesempost.com/google-adwords-switching-to-4-ads-on-top-none-on-sidebar/

Paid Ad Feature – 4 Ads on the Top & 3 Ads in the bottom

From advertisers perspective

  • Eye ball movement & click behavior – If we study the Google Search Result Page heatmap, Around 82% of the engagement is happening in top 4 result. Pls. find below the heatmaps screenshot. 

Courtesy:
(Image Courtesy: Moz.com)

  • Organic Search result engagement behavior – this will reduce the organic real estate promimence significanly.
  • Brand bidding pressure  – Advertisers are forced to bid for Brand keyword variance because of search ad real estate prominance
  • Page Navigation Paid Ad CTR – The CTR of No.2+ Page will increase as compared to existing because of the position prominence

From google Perspective

  • Revenue Driven – Google revenue will increase from desktop search due to re-align of paid ad property towards high eye ball movement position
  • Right Panel Real Estate – Now, Google has to option to promote any google product (Youtube, ecommerce ads) in the right panel
     

Google Decoding Measurement & Attribution – DMA 2016 Event (Part 1) – Micro Moments

Attened Google Decoding Measurement & Attribution – DMA 2016 Event. Pls. find below the keypoints discussed in the meeting. 

Guide to Micro Moments in Smart Phones & Consumer Behavior (Presented by Dhruv Dhawan – Industry Manager @ Google)

  • Smart Phone Behavior – India

    •    180 min. spent in smartphone on any avg. daily
    •    130 times checking the Smart Phone
  • What they do in Smart Phone – India

    •    Know Moments (Discovery & Search App Downloads)
    •    Go Moments

      •   2X increase in "near me" search interest
      •   39% conducting local search visited local stores
    •    Do Moments

      •   54% on online users to learn something new
      •   55% of watch youtube
    •    Buy Moments

      •   Compare Prices
  • On Succeeding Micro Moments

    •    73% consumers say regularly getting useful Information
    •    51% go for other brand because of information
  • On Consumer Behavior

    •    57% of people are more likely to visit a store when they search on mobile
    •    62% of marketers measure marketing efficiency & effectiveness based on each specific channel or campaign
  • On Consumer Journey

    •    90% People purchase across screens
    •    87% consumer research before enter the store
    •    82% turn to mobile device for product decision

o   We knew people start on mobile &  then convert in desktop

Overall Insight – In India, people use mobile phone for research & engagement, but to do transcations, people prefer deskop

 

 

Factors determines the success of shopping campaign

What is Shopping Campaign Ads?
Shopping Campaign Ads is primary for ecommerce Platform to promote their product in Search Network. 

Which Search platform provide this service?
Google Adwords through Google Merchant Center & Bing Ads provide this service.

Difference between Search Ads & Shopping Campaign

  • Search Ads served based on Keyword & Shopping Campaign served based on the product group
  • Search requires Adgroup & Shopping campaign requires product feed

Benefits of Shopping Ads 

  • Pull Marketing – Product is featured in pull marketing channels (i.e: Google / Bing Search Results)
  • High Visbility

    • Product Image – Product are listed with the product image in the prominent position in search results
    • Product Description – Short product description has been served
    • Ecommerce Brand – Ecommerce Brand has been featured
    • Pricing – Product pricing is shown in the search result
  • Product & Brand – Ability to target based on product & brand
  • More Click Through – Product Ads delivers more Click through than Search Ads, because product are represented with image

Dis-advantage of Shopping Campaign Ads

  • Conversion Point (Buy) – Most of the Shopping Ad conversion is buy. But, we don't know which part of buying life cycle the prospect is belongs to (Research / Info / Buy)
  • Multiple product listing – Similar product are featured from different ecommerce platform. That result in More Click Through very Less Conversion
  • Product Declind & Feed Management – More chances of product feed decline. Managing & updated feeds is cumbersome

Shopping Campaign Ads Consumers User Behavior

  • Research Mode – Most of the Prospects are in the research mode to study the product. This will inflate the Ctr & result in very few or no conversion
  • Ecommerce Brand – People are very comfortable with specific ecommerce platform to buy the product because of the feel good factor / perceived value they received during the previous experience. They do research in other ecommerce platform  that won't convert to Sale
  • Pricing – If the prospects freezed the specific brand / product to buy, then it is the pricing & branded ecommerce platform is the key determinant in product purchase
     

What factors determine the Success of Shopping Campaign 

  • Pricing – Discounted Pricing @ branded ecommerce platform
  • Platform – Ecommerce brand credibilty & past experience, places a key role in decision making 
  • Competition –  Less or no competitor in the shopping campaign Ads in your product category
  • Landing Page – Product Landing Page plays a key role in persuvading the prospects to convert into customers. More importantly, the communication in Ads (primarily pricing) should sync with the landing page
  • Shopping campaign Conversion Probability = Product Brand Value + Ecommerce Brand Value + Discounted Pricing


Conclusion: 

Shopping Campaign for Big Ecommerce Gaints –  Shopping Campaign Ads are really a boon for well established ecommerce platform. Because, they don't have to persuade the people to buy. The People know that ecommerce brand that delivers value

Small & Middle level Ecommerce Players – If they are operating in very niche area then the shopping campaign works for them

 

Smart Goals or Refined Remarketing… Google’s Business Strategy

Remarketing helps to target the visitor to the site. Smart Goals is the refined version of Re-targetting the repeat Visitor by using different signals (Through Mechine language)

Smart goals is a good business strategy to stitch different product of google to track the user behavior & based the behavior serve an ad & increase the probability of conversion

Smart Goals Activation prequisiites

  • Link your Google Analytics and AdWords account(s).
  • The linked AdWords account must have sent at least 1000 clicks to the selected Google Analytics view in the past month before you can set up Smart Goals.
  • The reporting view must not receive more than 1 million hits per day.
  • The Data Sharing setting Google products and services must be turned on for your Google Analytics account

Multi Channel Attribution Model – How to get the Insight?

Multi Channel Attribution helps to understand how the vistor used different channel touchpoints  to convert & crediting the channel based on different Models (Like First, Last, Linear, time decay, etc)

 

 

 

 

 

Advantage of Multi Channel Attribution helps to identify the channel

  • that drives conversion in first interaction
  • that drives conversion in last interaction
  • that drives conversion not in first or in last

Attribution Model Mix Approach

Last Vs First INteraction Model

•    If First Interaction % is Red, Then The Channel has the ability to Persuade
•    If First Interaction % is Green, Then The Channel ability to Build Awareness 

First Interaction Vs Time Decay Model

If Time Decay % is Green, Then The Channel ability to Persuade in Successive touch points till Conversion

MCF with Path "Position Relative to Conversion" Dimension

Marring the MCF with "Postion Relative to Conversion dimension with Assisted Conversion metrics helps to understand in which touchpoints the channels drives conversion (In 1st Touch Point, 2nd Touchpoints, 3rd touch points etc) 

Google Analytics Release Notes – 9th Sep’15 Brief

  • Ad Group-level Device Bid Adjustments: Ad Group Level Bid Adjustment data will be reflected in Google Analytics (Acquistion > Adwords > Bid Adjustement) 
  • Audience Insights Report: Adds a new report that shows all Audience Segments (combinations of age, gender, interests) in one table and introduces new metrics for audience size and index (relevancy) for easy cross segment comparisons. (Audience > Interest > Affinity, In-Market & Other Categories)
  • Publisher Reports: Adds a new publisher reporting section. These reports incorporate data from all linked publisher ad serving accounts. Get the Adsense & Link Analytics data in (Behavior > Publisher > Overview, Publisher Pages, Publisher Referrers)
  • Postbacks of Mobile App Conversions to Networks: Google Analytics now allows you to post back your conversions to our partner networks. Now you can use one tracking solution to gain visibility into all of the networks you work with. 
  • [Premium] Data Backfill for Custom Tables: Provides unsampled reports with up to 30 days of historic data for new custom tables.
  • Ad Exchange-Google Analytics Linking: Users will be able to use a wizard in Google Analytics to link Ad Exchange and Google Analytics. They can then see Ad Exchange metrics (e.g. clicks, impressions) in Google Analytics reports. 
  • [Premium] Integration with DoubleClick for Publishers: Imports DFP data, including revenue, clicks, and impressions into Analytics. 

“Buy Now Button” in Google & Facebook – Product & Consumer Behavior Insights

Facebook & Google is slowly introducing / testing "Buy Now Button" option in their interface. The catch is that, you don't have to reach the ecommerce site to make the payment. It cuts the multiple registration process in ecommerce sites. The payment process will be completed by Google / Facebook instantly. 

  • Insights from Facebook / Google Perspective

    • Small Ecommerce Site Targettting – Google / Facebook is trying to leverage on small ecommerce site through Website ecommerce solution provider to use the payment option module at attractive rates.
    • Big Ecommerce site Targetting  – With the power of re-targetting, Google & Facebook can persuade big ecommerce giants like amazon use the "buy now option"
    • Google creates disruption in price sensitive market (Like India) by using "Buy Now Button" in product listing ads 

Consumer Behavior in Google

  • Consumer will decide & buy the product in search interface itself based on the price sensitive (After reputed brand, price will play the key role)
  •  Seller Rating / Google+ can persuade the purchase (that includes quality of service / delivery of product)
  • Consumer does research & do purchase in one platform instantly
  • Consumer won't go to small ecommerce sites & make purchase.
  • In long run, Google may distrupt the Ecommerce Gaints business

Consumer Behavior in Facebook

  • Consumer will decide & buy the product in facebook based on likes / Comments. Facebook Page act as customer support interface      
  • Good comment from the friends increase the probablity of buying 
  • Video Ads with buy now option is any added advantage

 

Google Search Query to Search Analytics? What’s in it?

Google launched "Search Analytics Beta" evolved version of "Search Queries ReportCourtesy: silverarcsearchmarketing.com

How you can slice & dize keyword report 

  • Devices (Desktop Vs Mobile Vs Tablet) Breakup – Slice the keyword engagement on different devices. This helps to understand the Desktop & mobile search trend
  • Search Type Breakup – How the People are engagement with Web, Image & Video Search for specific keywords
  • Country Breakup – How the people are engagement with specific country for specific keywords

Limitations in Search Analytics

  • Dimension Fetching – we can only fetch Max Two dimension at a time. For example: What is the breakup of Device for specific keywords? Yes, it is doable. But, if we want to know device breakup of Specific keywords in Specific country is not doable. These kind of multi-dimension stiching helps to get more granular data.
  • Time Range Limit – We can only trend data for only three months
  • You cann't integrated Search Analytics with Google anlaytics (Only Search queries data are available in Google analytics)

“Mobile Search Overtakes Desktop in 10 Countries” Says Google – Why it Happened? Advantage Corporates & start-ups

Google says that “More Google searches take place on mobile devices than on computers in 10 countries including the US and Japan.” 

Why & How it happened?

  • Connectivity & Affordability – Better Connectivity, affordability of smartphones drives the smartphone market exponentially. More Device & connectivity means more traffic (Particularly in developing countries like India)
  • Android Penetration – Android Market Share is more than other operating systems (Like IOS, Windows) and all the Android platform, the default search engine is Google. 
  • Reachability – smartphones helps to access the internet instantly anywhere / anytime 24/7.
  • Accessibility – Wherever you go, your smartphone will follow. It is not the case for desktop 
  • Convenience – In Mobile, you don't have to boot to access internet. It is instant. It is not the case for desktop
  • Privacy – Mobile gives you privacy to search for you want
  • Huge Marketing for Apps – Huge marketing for Apps by corporates (Primarily by ecommerce Segment) by huge offers persuading the consumer to experience them

Advantage Corporates or Start-ups- Why?

  • Test the User Impulse – Corporate can easily map the User Behavior to test the user impulse by irresistible offers. Ecommerce Giants like Amazon will play with big data & serve irresistible customized offer to each individual based on their behavior.
  • Brand Dominance – Brand Dominant corporates will try to leverage the trend & disrupts the market
  • Start-up – Start-up focusing Mobile segment with great ideas will be a game changer. 

Twitter Social Signals

  • Tweets – tweet can be just a statement made by a user Shared to followers. More relevent tweets, more network
  • Retweet "RT"

     

     

    • copy someone else’s tweet as one’s own,sometimes with additional comments. Retweet shows content quality
    • Retweets are marked with either “RT” followed by ‘@user id’ or “via @user id”
    • Retweet is considered the feature that has made Twitter a new medium of information dissemination   .  
  • Mentions / Reply -People often write a tweet addressing a specific user. We call such a tweet a mention.   Both replies and mentions include ‘@’ followed by the addressed user’s Twitter id. Mention helps in brand building & customer support.
  • Singleton – If a tweet has no reply or a retweet, then we call it a singleton. This means tweet need more relevance & more network to publish
  • Favorites-  Favorites, represented by a small star icon next to a Tweet, are most commonly used when users like a Tweet. Favoriting a Tweet can let the original poster know that you liked their Tweet, or you can save the Tweet for later. This reflects content quality