Alex Barza, Google Mobile Ad Sales Lead, and Surojit Chatterjee, Google Product Manager, present “Mobile as the Next ‘Big Bet’” at Think with Google summit. During the presentation Barza quotes Morgan Stanley’s prediction that “half of web traffic will one day be accessed from mobile devices vs. the desktop.” Mobile "Shopping" Category Growth The title of their presentation was “Mobile as the next Big Bet”. From a company known for informing their decisions with data, isn’t their choice of the word “Bet” in their presentation title somewhat odd? While Morgan Stanley’s prediction i.e., bet that half of all web traffic will eventually come from mobile devices is nothing more than simple arithmetic – I don’t believe Morgan Stanley also said half of all searches will then come from mobile devices too. Maybe this is why Google perceives Mobile as a “Big Bet” – because the odds are long at best that mobile search will scale along with mobile device (smartphone) penetration. Even at mobile device (smartphone) market saturation, mobile search volume will not surpass desktop search query volume.
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Half Of Web Traffic Being Accessed From Mobile Devices Vs. The Desktop
Our previous post in the Content Network Optimization University series covered the basics of setting up and launching a good campaign on the Google Content Network for your clients. Today we will cover more advanced optimization strategies. We've compiled these by observing best practices from the most successful advertisers on the network. Whether you're new to the Content Network or have been using it for a while, you can get better results from your campaigns. The best practices are structured along 3 key phases of a campaign - Build Effective campaigns Optimize for better results Expand your campaign for more traffic Build Effective campaigns Taking time up front to set up your clients' campaigns correctly goes a long way in getting higher quality traffic to their sites. Let’s recap the top strategies. Separate search and content network campaigns: Setting up a separate campaign just for the Content Network will will give you more control over daily budgets, ad groups, keywords and bids. Watch this demo on campaign setup. Create many, tightly themed ad group: AdWords can target your ads more precisely by building multiple ad groups, each with a small tightly-themed set of 5 to 20 keywords. Watch this demo on ad group setup and this demo on keyword selection . Copy your best performing text ads from search campaigns: For initial setup, it is best to use the text ads with the highest click-through rates from the clients' search campaigns. Watch this demo on ad text best practices. Setup same starting CPC bid as search campaigns: We recommend starting with the same maximum CPC bid as the search campaign ad groups you set up for your clients. Once AdWords has collected enough data, our smart pricing technology will automatically optimize bids on Content Network to give your clients more profitable clicks. Watch this demo on bidding tactics . Set up AdWords Conversion Tracking on your clients' sites: Install Conversion Tracking on clients' websites to measure sales and leads (conversions) they get from each ad group and placement. Watch this demo to learn how conversion tracking works on the Content Nework. Optimize for better results It is important to monitor clients' campaigns' performance and consistently optimize individual elements. Before making significant changes (e.g. changing bids, excluding high volume sites, pausing ad groups), wait until enough click or conversion data has accrued; we recommend 5+ conversions or 100+ clicks per site Exclude poor-performing sites: Get more qualified traffic and boost conversions by excluding sites that perform poorly for a campaign, based on number of clicks, average CPC and particularly conversions. Focus keywords and exclude less relevant keywords: Add more keywords that describe the clients' products and ad group themes in greater detail. Also, add negative keywords to fix cases of incorrect targeting caused by synonyms and similar, but less relevant keywords. Watch this demo on refining campaigns . Adjust bids to manage costs: Change bids for ad groups or individual sites based on conversion rate, average CPC and cost-per-acquisition (CPA) to meet clients' performance goals. Bid higher for better performing sites to get more traffic, and lower bids for lower performers. Use Conversion Optimizer to manage CPA: Google Conversion Optimizer is a fee tool that automatically manages bids at the site level to reach a maximum CPA bid, which is the amount a client is willing to pay for a conversion (such as a purchase or signup). Watch this video on how to use Conversion Optimizer . Expand campaign for more traffic To get additional traffic and boost sales from your campaign, we recommend using a Content keyword expansion strategy. Use the Wonder Wheel tool for ad group ideas: You can use Wonder Wheel on Google Search to brainstorm new ad group themes and keyword ideas. When you search for any topic on Google.com, Wonder Wheel will generate up to eight related topics for you to consider. Create new ad groups to reach additional parts of the network: Each topic in Wonder Wheel represents a possible ad group theme for a campaign. Simply click on any of the topics to see other searches and themes related to it. Also, any closely related topics that are less relevant to your product, are great candidates for a negative keyword lists. Watch this demo to learn how to use this strategy . Expand your keywords set to get more traffic: Once you have finalized ad group themes, use the AdWords Keyword Tool to get keyword ideas. Enter an ad group theme description or keyword under the "Descriptive words or phrases " tab. Select the 5 to 10 most frequently searched keywords and save them to your client's ad group. This will help to ensure that the list stays highly relevant to the ad group theme. You can find all the latest videos and updates on our YouTube channel . Posted by Aman Govil, Product Marketing Manager
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New best practices to find more customers on the Content Network
Over the next few weeks, a new set of reports called AdWords Search Funnels (beta) will be made available in your clients' AdWords accounts. This set of reports describes the Google.com search ad click and impression behavior leading up to a conversion. They provide data on how "upper-funnel" keywords behave on the conversion path prior to the last ad click. In addition to a Top Conversions report, Search Funnels consists of 7 reports including Assisted Conversions, First and Last Click Analysis, Time Lag, and Path Length. The information in these reports will give you even more insight into the ads customers interact with before converting on clients' sites so you can make even more informed decisions about the keywords, ad groups and campaigns in their AdWords accounts. Take a look at this video giving an overview of the new reports: (click here to view video) Note: Over the next few weeks, the Search Funnels beta will be rolled out gradually to all accounts. They are available only in your AdWords account and not in Google Analytics. They are activated when you have AdWords Conversion Tracking running or if you've imported goals or transactions from Analytics into AdWords, and will only show data for keywords that show up in at least one conversion path. Search Funnel data is currently limited to search ads showing on Google.com, and for ad impressions and clicks within 30 days of the conversion. For additional information, please visit the Inside AdWords Blog . Posted by Jeff Gillis, Product Marketing Manager
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New Analytics reports - AdWords Search Funnels
For those of you who use the AdWords API , we wanted to remind you that on April 22, just 30 days from today, most v13 services will be turned off. Visit the AdWords API blog to learn more about what's changing and how to migrate your application to the new AdWords API. Posted by Jason Shafton, Product Marketing Manager
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30 days until AdWords API v13 sunset
After a brief break, the Industry Spotlight series has returned, and we're pleased to feature new automotive research as its first topic of 2010. As the US Hispanic population continues to grow, it's important to understand how to reach Hispanic consumers online. From an industry perspective, we were curious to see how this consumer group used the online channel to shop for a new vehicle. To find out, we partnered with Compete, Inc. to develop the Hispanic Auto Buy Flow Study. Compete looked at vehicle registration data for new-vehicle purchases between 2008-2009 and matched this information to clickstream data, providing insight into engagement and internet visitation patterns prior to a vehicle purchase. Additionally, Compete surveyed panelists to understand the reasoning behind the Internet visitation patterns of Hispanic automotive consumers. Here's what we found: 1. Most visit auto sites: 92% of Hispanic new-vehicle buyers visited an automaker site or a 3rd Party site (such as Edmunds.com or Cars.com) prior to their vehicle purchase, compared to 84% of the general Internet population, representing a major opportunity for automakers, 3rd Party sites, and Dealers. (click to view image) 2. They're more engaged : A greater proportion of Hispanic purchasers used key purchase indicators such as Build Your Own, Offers, and Locate a Dealer, than the General Internet Population. Utilize keyword specific URLs in your search campaigns to guide these consumers directly where they're looking to go. 3. Paid Search is important: One-third of all Hispanic traffic to automaker sites and 3rd Party sites comes from Paid Search. (click to view image) 4. They're using Search for a variety of reasons: Hispanic auto consumers are heading to a search engine with a purpose. Create campaigns around each of the purposes outlined here: (click to view image) In addition to search insights, we learned how the Hispanic population is using sources such as online video. We found that two-thirds of online Hispanic auto shoppers are watching online videos. When it comes to automotive video content, they're looking to actually see the vehicles they're interested in and to get a feel for how the vehicle drives. This is a great opportunity for dealers to showcase the vehicles they have on their lots through a video vehicle walk-around. With this information on online visitation patters of Hispanic vehicle buyers, we hope you'll be able to reach these consumers with more targeted messages via your online campaigns. Posted by Lauren Dale, Automotive Marketing Manager
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Automotive Industry Spotlight - reaching Hispanic auto consumers