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With the news that Google are in the process of retiring their ad positioning preference within Google AdWords, what does this really mean for advertisers?
Almost immediately Google recommend turning off the ad positioning preference to be able to better manage your campaigns – As of May 2011 Google will be disabling the tool completely and already Advertisers cannot enable this feature on new or current campaigns where Ad Positioning was switched off. Therefore bear this in mind if you are turning yours off.
With the introduction of automated rules which Sam covered in her blog post Google AdWords Launches Automated Rules, Ad Position Preference is no longer required, or so Google say.
Where would you prefer to be positioned?
Most advertisers assume positioning 1-3 within sponsored ads area is the place to be, and normally I would agree with this statement. But I would like to add that positioning and the best place does depend entirely on the campaign, business and history data that has been collected.
For those who are not familiar with a very handy tool within Google Analytics, you can find out at what position your AdWords have been performing the best for you. Please note the following will only work if you have your AdWords and Analytics accounts linked – to find out more about how to link the two, visit the AdWords Help center.
In Analytics you can view under ‘Traffic Sources’ and then ‘AdWords’ a report called ‘Keyword Positions’. In this report you are able to select a timeframe to view the top performing AdWords keywords by a variety of statistics, and review that particular performance in relation to where the ad was positioned at the time.
So if you are only interested in showing your ad in a particular position I would highly recommend reviewing the statistics to back up this belief. Then use automated rules to set a similar rule for your Ad Position preference as before.
Are you using automated rules for positioning? How have you got on? Let us know!
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.