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With the announcement of Google AdWords new ad rotation setting recently, we’ve taken a closer look. If you’re a website who has Conversion Tracking then this change will be of interest to you!
How many times have you been reviewing your ads performance only to find one doing better on CTR and the other performing better on Conversion Rate – which do you go with? You need to optimise ad text for clicks yes, but at the end of the day you want to sell more!
Now Google has implemented an ad rotation setting which allows advertisers to choose to ‘Optimize for conversions: Show ads expected to provide more conversions’. Whereas before ‘Optimise’ just meant showing the ad more often that encouraged clicks, now Google is finally starting to think sales for you.
The tool makes use of the data collected from your Conversion Tracking and once enabled applies to all ads that appear on Google and their search partners and display partners’ sites.
Who’s tried the ‘Optimize for Conversions’ setting? Have you seen an improvement in Conversions and subsequent ROI? Let us know what you think of this new feature and the testing you’ve done!
In today’s multichannel world, there are mountains of data which provide insights into how users have interacted with your business and their path to conversion (or non-conversion). It is important to understand performance with multichannel marketing, which can be achieved through attribution modelling. Attribution refers to assigning credit to something (a channel, touchpoint, etc.) for the role it played in the final conversion. An attribution model is a rule, or set of rules, that assigns this credit correctly to the right channel or touchpoint.
For a long time, Bing, the UK’s second-largest search engine, has been underappreciated and, in some instances, even ignored. Often regarded as the inferior search engine to market leader Google, Bing has historically struggled to appeal to many in the digital world. Most PPC analysts would give justified reasons for neglecting Bing for so long; these include the volume of traffic and the user experience just not matching up to Google. However, the validity of these assessments is now diminishing. Bing has grown and improved rapidly in the last couple of years; if you are not integrating it into your comprehensive digital marketing plan, you run the risk of missing out on a large portion of your chosen market and significant revenue.