Wondering why your AdWords spend is running high these past few days? Google has just decided it can spend up to twice your campaign budget on any day when search volume seems high. And that means you could run out of ad budget before the end of the month.
Advertisers have been vocal in protesting the change; those, at least, who have discovered that the change has been made.
It’s not been all bad news though. If you’re struggling to set and track the right KPIs for your business, the team at Google Analytics 360 has a handy checklist for you. Google’s Insights Engine Project hopes to help publishers increase subscriptions. And IAB Tech Labs’ has recommendations for publishers and advertisers on how to deal with Apple’s Intelligent Tracking Prevention.
If you’re struggling to set and track the right KPIs for your business, the team at Google Analytics 360 has a handy checklist for you. Google’s Insights Engine Project hopes to help publishers increase subscriptions. And IAB Tech Labs’ has recommendations for publishers and advertisers on how to deal with Apple’s Intelligent Tracking Prevention.
Google’s Insights Engine Project hopes to help publishers increase subscriptions.
And IAB Tech Lab has recommendations for publishers and advertisers on how to deal with Apple’s Intelligent Tracking Prevention.
Really Google? Advertisers see red as Google says it will spend 2x daily budgets
How do you wring more profit from the golden goose that is AdWords? Google has plenty of people on staff to solve that problem, and they’ve been particularly busy this year.
One solution? Make it so that advertisers have to increase their bids if they want the same results.
Google has already changed its ad ranking algorithm so that maximum bids are now more important. Bid higher even though your ad has a good clickthrough rate, or your ad will be shown further down the page.
Another way to increase profits? Remove advertisers’ ability to control costs. Earlier this year, Google announced that enhanced Cost Per Click bids would no longer be capped at 30% of the original bid. Now, when you apply enhanced CPC to your campaigns, you are trusting Google to identify correctly someone likely to convert and decide how high to make your bid.
Now they’ve had another radical idea.
Google has announced (in presidential style, with a tweet) that, as of last Tuesday, AdWords campaigns may now spend up to twice their allotted daily budget.
While Google says that advertisers will never be charged more than their monthly budget (the number of days in the month x average daily budgets), there’s the very real prospect that some budgets will be exhausted early in the month.
Advertisers with short-term promos through the month have particular reason for concern, as do those paying on credit card (where there is no cap to their monthly spend).
From Google with Love: A Checklist for Useful Marketing Data
Karen Budell (Google Analytics 360 Content Marketing Manager) shares Google’s checklist for building a data strategy that makes sense for your business. While you’re at it, you may also want to sign up for the related one-hour Google/MIT Sloan webinar.
Can Google’s machine learning insights save the media industry?
We’ve seen what can happen when too many people rely on social media for their news. And neither Google nor Facebook wants editorial responsibility for what appears on their pages.
Most people, we think, agree that independent, fact-checked quality journalism is too important to lose. But can tech companies save the industry they have all but destroyed?
Google seems to think so. At a Chicago event last week, Google introduced its Insights Engine Project which shares audience insights and competitor benchmarks with publishers and uses AI to help drive subscriptions.
IAB Tech Lab shares workarounds for Apple’s tracking restrictions
Dennis Buchheim at IAB Tech Lab shares options to lessen the impact of Apple’s Intelligent Tracking Prevention (ITP), which limits cookie tracking in the most recent update to its Safari browser. Concerned advertisers and publishers should be sure to read this.
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These search marketing news updates feature articles of interest picked up through the week by the SureFire team.
