John

  Automation in SEM is a powerful tool that is continually growing and evolving. What began as basic bid rules have developed to cover almost all aspects of an account and campaign. To be honest, many advertisers are scared of automation as they feel that it takes away some degree of control from them, or they cannot see everything that’s happening behind the scenes. Nevertheless, these feelings are entirely logical and hence should not be disregarded. It’s natural for all of us to want to understand and trust the tools we use. One way to build trust in automation and confidently utilize these tools is to zero in on Input, Output, and Results. More importantly to focus on leveraging automation consciously and on purpose – matching desired results to automation features. Integrating intent with powerful automation and intelligent human input will result in the secret sauce that will help you and your campaigns thrive! SEM RESULTS While goals and KPIs are excellent and crucial for ma...

  The Advertising Standards Council of India (ASCI) has issued draft guidelines for social media influencers in order to bring transparency to digital media. ASCI pointed out that today influencer advertising has become quite popular, and the majority of posts that influencers publish are promotional, yet most of them aren’t recognized as such. This type of non-disclosure is a disservice to people and is also more or less misleading. According to the new guidelines, all  social media  influencers will need to reveal whether a particular creative post (image, video, or written content) is an advertisement or not. Moreover, if there are any product placements, influencers will have to add a pre-approved disclosure label that mentions the same precisely. In addition to this, they won’t be allowed to tweak the disclosure labels and will have to stick to the permitted labels only. These new social media rules apply to all social networking platforms such as Facebook, Instagram...

The second largest search engine cum social media platform, YouTube has recently launched audio-only ads to match the multiple ways in which consumers engage with its platform. It has launched this new audio-based ad format to reach users who use their platform to play music and podcasts.  Although audio-only ads might seem to be a bit of a misfit for a popular ‘video’ streaming platform specializing in videos, YouTube claims that today people are consuming more audio-centric content.  Being the first-ever ad format that YouTube has introduced without any video component, this is uncharted waters for the company.  While some businesses might be familiar with the audio ads if they have run a podcast campaign before, for a lot of YouTube advertisers, this might be the first time.  The company highlights how these audio ads are the ideal fit for music channels; however, we can clearly see its immense potential to engage various audiences.  So let’s see what these a...

Radio advertising presents an opportunity for you to send out a clear and straightforward yet influential message to an intended group of audiences who might be interested in your offerings. You can plan and create the ad on your own with minimum efforts and then determine the radio station that serves your target market the best. If you are in luck, you may even come across a radio jockey (RJ) with a huge fan following to be personally interested in your product/service and broadcast your message on-air during their show. This will give your radio spot a bonus endorsement push. In essence, radio advertising, when done right, can boost your business dramatically. Cost of Radio Advertising Your radio advertisement cost will depend on the length of your radio spot (15, 30, 40, 60 seconds, etc.), its frequency, and time slots during which your ad runs. Typically, the radio audience is at peak during the commuting hours, meaning that morning and evening rush hours generally cost more as co...

Google Ads has been testing its brand new feature “Explanations” in the UI. This feature will enable the advertisers and marketers to identify the potential causes behind the fluctuations in conversion volumes, impressions, search campaign clicks, etc. Google announced this week that the “explanations” feature would be available at the ad group and campaign level when there is a substantial shift in the conversion, clicks, cost, and impressions performance with just one click. This feature will help the marketers to focus more on optimization and less on identifying the issues affecting performance. For instance, let’s assume your business observed a significant drop in the impressions of one of your campaigns for two consecutive weeks. Now instead of diving into a big pool of reports to understand the cause, you can find it by just clicking the “See Explanations” option on your campaign. Moreover, Explanations are only available for the enhanced CPC or search campaigns using m...

Were you aware of the fact that 65% of total high-intent searches leads to someone clicking a PPC ad? PPC Ads are one of the most effective ways of driving traffic and potential leads to your website. However, by carrying out a PPC Analysis, you can understand your campaign better and boost your PPC to achieve a better outcome. Here is the guide to analyzing your PPC Ads Performance. Review your account structure To analyze your PPC Ads performance, the first thing you should do is to review your account structure. When reviewing it, you should see – Total campaigns See how your ad groups are separated Bidding technique Campaign settings Budget These factors mentioned above impact your PPC campaign. So check them to see if they are working right for your campaign. You can also spot the improvements you can make to your campaign by analyzing, expanding and testing your website. Analyze your audience The audience is the most crucial part of your campaign; th...