AI and Machine Learning are improving digital marketing activities and making them more effective. Popular search engines like Google, Bing, and Yahoo have advanced AI algorithms that refine their search results. Several fortune 500 companies use...
AI and Machine Learning are improving digital marketing activities and making them more effective. Popular search engines like Google, Bing, and Yahoo have advanced AI algorithms that refine their search results. Several fortune 500 companies use pay-per-click (PPC) automation techniques to generate business. Recently, Pay-Per-Click advertising agency has experienced a radical shift with AI integration.
PPC is the most popular mechanism to accelerate brand visibility with a variety of display and search ads. Over the recent years, several technological advancements have achieved accurate audience targeting. In this blog post, we will discover how machine learning is transforming PPC activities.
Machine Learning Features In Google Ads
Machine Learning plays a critical role in optimizing PPC campaigns for better visibility and higher conversion. The advent of machine learning algorithms has enabled advertisers to automate their campaigns to achieve the desired PPC goal. For example, let’s assume that you want to optimize your campaigns to maximize clicks. In such cases, the machine learning algorithms automatically determine the target audience that are more likely to click on your ads. Below are the key machine learning features that have transformed Google PPC advertising.
#1 CPC Reduction Through Smart Bidding
Cost per click (CPC) is the actual price that advertisers pay for every click on their PPC ad campaigns. In Google ads, CPC varies based on two main factors i.e the selected keywords and the ad campaign’s quality score. You can optimize the quality score with SEO efforts, but keyword selection can be tricky. Selecting keywords with high search density proportionately increases the CPC of your ad campaigns. The Smart Bidding feature in Google Ads enables PPC advertisers to reduce their CPC and CPA with automated bid strategies. Also known as ‘Auction-time-bidding,’ it uses Machine Learning to accurately predict various bid amounts and their impact on potential conversions. Smart bidding is extremely useful at determining the impact of various keywords on conversion value. It, therefore, enables you to choose the most relevant keywords with significant CPC and CPL reduction. There are four types of smart bidding strategies:
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Competitor Targeting has become a crucial aspect when you are advertising on Google. [Google Adwords management company](https://www.oodlesmarketing.com/blog/google-ads-competitor-targeting/ "Google Adwords management company") are increasingly...
Competitor Targeting has become a crucial aspect when you are advertising on Google. Google Adwords management company are increasingly challenged by getting visibility on top of the page within the limited space of ads, thus creating a highly competitive advertising landscape. Google Ads is more than just about showing the ads and also about showing it at the right time & top position. Multiple advertisers can have common goals to run the ads & this can make the Ads auction more competitive. Due to this, even if your Ad will show when a user enters a valid search query, the ad position can be low in some instances. Google Ads advertisers need to learn to adapt to the competitive landscape and smart AdWords functionality. Here are some competitor targeting strategies that you can use to outrank them & increase your impression share from your competitors:
Auction Insights Report
Using the Auction insights report, Advertisers can analyze their ad performance with other advertisers participating in the same auction. You can make strategies related to your campaign budget & bid to outrank other competitors. This report will provide an enhanced statistics view for search & shopping campaign.
Auction insights report provide some different statistics data for both Search & Shopping campaign such as:
Overlap Rate: This metrics will provide the option to how often your ad received impressions at the same time as others for the same keyword.
Impression Share: Percentage of impressions you received divided by the estimated number of impressions you were eligible to receive.
Average Position: What is the average position of your ad compared to other domains participating in the auction
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Amazon is a leading online marketplace that enables sellers to showcase their products in front of a worldwide audience. However, it doesn’t guarantee successful selling unless you are using the right marketing strategies. The main reason Amazon...
Amazon is a leading online marketplace that enables sellers to showcase their products in front of a worldwide audience. However, it doesn’t guarantee successful selling unless you are using the right marketing strategies. The main reason Amazon sellers fail is that their products’ visibility is low. Most Amazon customers search for a product and choose those that feature in the top results. So, if your product listing does not appear in top Amazon searches, it will not get you the expected amount of sales.
Amazon sellers who are unaware of the mechanism behind Amazon searches cannot capitalize on it effectively. To ease seller efforts, Amazon offers a standalone marketing and advertising platform called Amazon Marketing Services (AMS).
The AMS platform is gaining traction and is rapidly emerging as an effective marketing medium to promote products on Amazon. It is broadly classified into two categories i.e Amazon SEO Services and Amazon PPC. This blog post highlights the important aspects of Amazon SEO and Amazon PPC. Read further to know how you can formulate the most ideal marketing strategy for your Amazon business.
Amazon SEO Improves Organic Ranking
Listing products as per the Amazon Seller Central guidelines does not guarantee improved visibility. Since hundreds of similar products are available in each category, reaching out to potential customers is a challenging task. For this reason, proficiency in Amazon SEO has an impact on product visibility. Amazon SEO improves the organic ranking of your products leading to improvement in sales.
The Amazon Listing optimization Services requires relevant keywords and engaging content to increase click-through ratios (CTRs) and conversion rates (CRs). The A9 algorithm on which Amazon searches work follows a two-step process to deliver results for any search query. In the first step, known as the filtration process, the algorithm filters various products based on the searched keyword. For example, you are selling "shirts" on Amazon, and a customer searches for "white shirts." So including "white shirts" as a keyword in your product title and description, you can optimize your listing for improved search ranking. Moving on to the second step, that is sorting by purchase likelihood, ranks products based on their performance. The products having high CTRs and CRs get ranked higher in comparison to low performing products.
How do keywords and performance decide the ranks?
Keywords play a significant role in displaying the search results for a particular query. If your product listing does not contain the keywords that match the search query, it won't appear in the results. Hence, keyword optimization for every listed product is a must. After the filtration, Amazon lists the remaining products based on their purchase likelihood.
Amazon ranks the remaining products in a specific order based on their performance. The key performance indicators (KPIs) are click-through rate (CTR), conversion rate (CR), and most importantly, sales. Amazon takes these KPIs into account at a keyword level to determine the rank of any product. For example, the iPhone will have different CTRs, CRs, and sales for the keywords "smartphone" and "iPhone."
Amazon SEO can improve your product listings significantly to enhance your product visibility and increase sales. The only drawback with Amazon SEO is that it is a slow process and may take time to rank your product in top Amazon searches. On the contrary, Amazon PPC produces an immediate effect by increasing sales, but only during a small period of time.
Gain Immediate Results with Amazon PPC
PPC Management Services on Amazon drive more traffic to your product listings to boost sales and improve conversion. Amazon PPC ads are broadly divided into three parts i.e Sponsored Ads, Sponsored Brand Ads, and Product Display Ads. The sponsored ads, appear across the top whenever you search for any keywords in the Amazon search bar.
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E-commerce is an industry where several players compete with each other for shoppers’ wallet share. The nature of the business requires them to allocate a significant portion of their marketing budget for digital ad campaigns. Pay-per-click ads...
E-commerce is an industry where several players compete with each other for shoppers’ wallet share. The nature of the business requires them to allocate a significant portion of their marketing budget for digital ad campaigns. Pay-per-click ads, in particular, are preferred by online stores to boost sales. However, the challenge with PPC ads is to generate a high ROI with a well-formulated strategy.
We have put together a list of common mistakes that Pay-Per-Click Advertising Agency can avoid to augment their online sales efforts.
#1. Not targeting all the potential customers
The number of sales an online store can generate depends on the number of visitors it can attract. The objective of any digital marketing Service Provider is therefore to generate as much traffic as possible. It is also the most challenging task. In a State of Inbound study, generating traffic and leads are highlighted as the top marketing challenge faced by marketers.
Marketing challengesImage Credit: State of Inbound
The widespread availability of smartphones, tablets, and desktops reflects the size of digital traffic in the market. In this traffic, there are lots of variations depending upon demographic factors. To cover everyone with your PPC ads, it requires a robust approach to influence your target audience. Traditional media advertising is not a popular method these days as paid search and display ads market is reaching new heights. Worldwide businesses are investing more in paid search and display ads as compared to traditional media advertising.
Each traffic channel has a range of audience that represents one dimension. Nevertheless, every audience segment has a different perspective about products and ads related to them, thus creating a separate dimension. Usually, focusing on one dimension becomes expensive because you are not harnessing the complete potential of ads. As a result, your average cost-per-click(CPC) increases, and you get irrelevant traffic that doesn’t convert.
The merger of both these dimensions enables you to build a proper strategy for targeting the right set of audience in the right manner
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