Google AdWords Statistics and Trends

Google AdWords PPC Trends for 2017-2018

AdWords Trends 2018 It is not surprising that the proliferation of technology coupled with the ever changing landscape of customer demands is pushing marketers to adopt strategies that will work in 2018. Of particular note is the use of AdWord by Google to target specific segments of the consumer bracket. By using social media, voice and organic searches, advertising for marketing purposes is becoming increasingly analytical. Presently, focus is on digital platforms.

The introduction of new innovations in technological platforms for advertising has broadened the horizons of digital advertising. Big players in the consumer industry like Amazon or Tesla are investing a lot on customer services and technological innovations.

Alongside Google AdWords, there are many marking trends on the offing as the year 2018 approaches. It is forecast that the new trends will have a significant upheaval on the emerging marketing strategies.

AdWords Ushers in Quantitative Marketing

It is no secret that the age of marketing quantitatively is here. Many leading organizations like Kraft or Unilever hardly depend on soft marketing skills anymore. Rather, they are presently borrowing leaves from the digital world by building collaborations between marketing teams and data experts. It is predicted that organizations with a strong focus on data will find it a lot simple to expand with the surge of quantitative marketing.

A New Marketing Channel in in-Car Ads

It is not in doubt that self-driving cars will no longer be a rarity on our roads. Companies like Uber are upping their game in this field with recent studies indicating that self-driving tech is making driving a lot safer. What do you imagine will happen when drivers have to pay less attention to the roads? They will turn most of their attention to consumption of content that will definitely come with AdWord ads in in-car ads. Obviously, this is a marketing trend that is coming in 2018.

Development of Content that is Voice-Optimized

In the previous year it emerged that a lot of searches were conducted through voice searches. It is therefore, safer to predict that by 2018 this will be a popular trend in marketing. Content will easily be optimized for voice searches.

Providing content that specifically target certain type of accounts will also take root. Account-Based advertising or ABM will proliferate as platforms will embrace the means by which the marketers can recommend particular brand messages to some accounts. In other words, personalization in advertising will rise to the next level.

Development of augmented reality by the marketers is also a trend that is set to take root. Many devices coming into the market will begin experimenting with AR Augmented Reality content that is sponsored and branded.

How About When AI Takes Control?

Yes, in 2018 it is also expected that tools search as Drift or Intercom will enable marketers and advertisers to leverage the use of Machine learning or AI. Chat-tools that will be able to communicate and interact with consumers will be embraced by more and more brands.

And Have You Thought of Instergram Eclipsing Facebook?

Although Facebook is introducing new advertising strategies,particularly using AdWords trends, it is feared that in 2018, instagram will be the cannel of choice. Instagram is growing at an incredible pace, and more and more marketers and consumers are migrating to the platform.

Prioritizing Privacy and Data Protection

In 2017, there were numerous high-profile incidences of data and privacy breaches. Cyber security has witnessed many upheavals since the time of the Equifax breach and the DNC email Hacking. The effect on the entire world was felt far and wide, with the consequence that many consumers are looking for products that will protect their privacy and security.

In Europe, for instance, many businesses will have an obligation to protect the data of their users when the new law known as GDPR comes into full force. PPC Marketers too will have to adopt use of data security and privacy protection to act as a preposition of value across many industries.

Actually, this is not all. There is a lot more in store for 2018 and beyond.

Source Links:

https://www.entrepreneur.com/article/305047

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PPC Statistics and Google AdWords Stats You Won’t Believe

PPC Statistics 2016-2017

  • 3 out of 4 (75%) fitness startups use Google AdWords and Facebook as their primary advertising platforms in 2017
  • Nearly $0.63 of every $1.00 spent on digital advertising goes to Facebook Ads and Google AdWords
  • Facebook’s total digital ad revenue by increased 60% during the 2016-2017 fiscal year.
  • Digital Advertising will become the largest channel for ad revenue globally by 2019
  • 41% of Ad clicks go to the Top 3 paid ad spots in Google AdWords Search Results
  • Mobile users account for 53% of all digital traffic compared to desktop (46%).
  • 96.9% of Google’s (ABC corp) Revenue is Google AdWords PPC Online Advertising

 

Sources

  1. http://www.powertraffick.com/ppc-trends-and-statistics
  2. https://www.trendstatistics.com/ppc/ppc-statistics-2016-google-adwords-stats-you-wont-believe/
  3. http://www.visualcapitalist.com/dominance-google-and-facebook-one-chart/
  4. http://www.visualcapitalist.com/chart-slow-death-traditional-media/
  5. http://www.ppcresellers.com/blog/9-pay-per-click-ppc-statistics-2016/

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Marin Software Search Marketing Workflow Guide to PPC

What to Look for Daily

 

  1. Budgeting (i.e. Campaigns that are capping or profitable)

 

Why: To ensure your ads are showing throughout the day and that your budget is not being capped so you aren’t losing out on potential clicks or conversions.

 

How:

  • Identify campaigns that are hitting their daily budget (yesterday). If profitable, look at increasing budget to get more conversions (ensure 100% impression share).
  • Consider the option of showing ads on “Accelerated” mode rather than “Standard”.
  1. Compare Publisher Cost vs. Daily Budget columns using the View BuilderIf publisher cost meets or exceeds daily budget, you may want to consider increasing your daily budget to maximize impression share.

 

  1. Utilize the accelerated delivery method to capitalize on potential impressions. To select this option navigate to Campaigns>Settings>Advanced Settings> select Accelerated.

 

 

 

 

Recommended Daily Alerts:

 

·          Campaign Click Changeo    Rec. Columns: Campaign, Clicks, Clicks Change %, Avg Position, CTR, CPC, Account, Match Type, Statuso    Filter 1: Click Change % |x| > 25%

o    Filter 2: Clicks > 10

·          Campaign Cost Changeo    Rec. Columns: Campaign, Pub. Cost, Pub. Cost Change %, Avg Position, CTR, CPC, Account, Match Type, Statuso    Filter 1: Cost Change % |x| > 25%

o    Filter 2: Pub. Cost > 10

·          Campaign Coverage Changeo    Rec. Columns: Campaign, Impressions, Impressions Change %, Avg Position, CTR, CPC, Account, Match Type, Statuso    Filter 1: Impressions Change % |x| > 25%

o    Filter 2: Impressions > 1000

·          Campaign conversion Changeo    Rec. Columns: Campaign, Clicks, Clicks Change %, Avg Position, CTR, CPC, Account, Match Type, Statuso    Filter 1: Conversion Change % |x| > 25%

o    Filter 2: conversions > 5

·          Group Click Change

o    Rec. Columns: Group, Clicks, Clicks Change %, Avg Position, CTR, CPC, Account, Campaign, Match Type, Status

o    Filter 1: Click Change % |x| > 25%

o    Filter 2: Clicks > 10

·          Group Cost Changeo    Rec. Columns: Group, Pub. Cost, Pub. Cost Change %, Avg Position, CTR, CPC, Account, Campaign, Match Type, Statuso    Filter 1: Cost Change % |x| > 25%

o    Filter 2: Pub. Cost > 10

·          Group Coverage Changeo    Rec. Columns: Group, Impressions, Impressions Change %, Avg Position, CTR, CPC, Account, Campaign, Match Type, Statuso    Filter 1: Impressions Change % |x| > 25%

o    Filter 2: Impressions > 1000

·          Group Conversion Change

o    Rec. Columns: Group, Clicks, Clicks Change %, Avg Position, CTR, CPC, Account, Campaign, Match Type, Status

o    Filter 1: Click Conversion % |x| > 25%

o    Filter 2: conversions > 5

·          Keyword Click Change
o    Rec. Columns: Keyword, Clicks, Clicks Change %, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Statuso    Filter 1: Click Change % |x| > 25%o    Filter 2: Clicks > 10
·          Keyword Cost Changeo    Rec. Columns: Keyword, Cost, Cost Change %, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Statuso    Filter 1: Cost Change % |x| > 25%

o    Filter 2: Pub. Cost > 10

·          Keyword Coverage Change

o    Rec. Columns: Keyword, Impressions, Impressions Change %, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Status

o    Filter 1: Impressions Change % |x| > 25%

o    Filter 2: Impressions > 1000

·          Keyword Conversion Change

o    Rec. Columns: Keyword, Clicks, Clicks Change %, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Status

o    Filter 1: Click Conversion % |x| > 25%

o    Filter 2: conversions > 5

What to Look for Weekly

 

  1. Problem campaigns

 

Why: It’s important to identify problem campaigns early on to prevent wasted spend.

 

How:

  • Filter for campaigns with above average CPA
  • Review spend for campaigns with zero conversions

 

 

Identifying Campaigns with Above Average CPA

 

  1. Use the View Builder to analyze the Cost/Conv. $ column over a set period of time (e.g. 30 days). Review campaigns that have a CPAs over the average (see example below)

 

 

 

Eliminate Wasted Spend
In addition to the automated bidding goals, you can use Marin to filter your campaigns and keywords to identify opportunities to further optimize performance and stop the bleeding on keywords that aren’t producing a good return.

 

  1. Use the View Builder to compare conversions, clicks and publisher cost. Then filter campaigns that have zero conversions.

 

  1. Next, filter for campaigns that have a Pub. Cost greater than zero

 

  1. Pause campaigns and keywords with high publisher costs and no conversions.

 

 

 

 

  1. Problem keywords

 

Why: It’s important to identify problem keywords to prevent spend from being wasted on keywords that are not converting. Furthermore, online exposure may be sacrificed due to having keywords with bid prices below the publisher’s suggested first page minimum bid. By locating these keywords and increasing their bids, impressions will increase substantially.

 

How:

  • Identify keywords that are not converting or converting over the average CPC.
  • Identify keywords that fall below the first page minimum bid.

Identifying Non-Converting Keywords

 

  1. Add the Clicks, Conv., Avg. CPC $ and Pub. Cost $ columns into the View Builder. Then filter for keywords with zero conversions.

 

  1. Next filter for keywords that have a Cost $ greater than 0 and organize in descending order.

 

 

Identifying Keywords That Fall Below the First Page Minimum Bid

 

  1. Add the Impressions, Search Bid $, Min Bid $ and Min Bid Delta $ columns into the grid using the View Builder and filter keywords with zero impressions.

 

  1. Next, filter all keywords that have a Min Bid Delta <0. Increase bids at keyword level to meet publisher 1st page minimum bid so they appear on the first page.

 

*Please note that the multi-edit feature can be used to make changes to keywords quickly and easily

 

 

 

  1. High performing keywords

 

Why: Finding keywords that are converting and leveraging them in different ways is an effective way to produce even more conversions.

 

How:

  • Identify high converting keywords and ensure they are in a high position and on multiple match types.

 

Run All Match Types on High Performing Keywords
You can further enhance your campaigns by increasing the exposure of high converting keywords by running them on all match types.

  1. In the View Builder, compare conversions and match type, and run all match types on keywords that are high converting.

 

 

 

 

 

  1. New keyword and negative keyword opportunities

 

Why: Adding keywords that are effective in attracting traffic to your website will allow you to increase your online exposure. On the contrary, eliminating keywords that create unqualified traffic is an important to decreasing wasted spend.

 

How:

  • Utilize the Keyword Expansion tool to add additional keywords and negative keywords.

 

Add Negative Keywords Using the Keyword Expansion Tool
Adding negative keywords allows you to filter who will see your ads online by preventing your ads from showing for search queries containing the tokens you choose. This helps prevent your ads from being found for irrelevant searches, which will help save cost on wasted clicks and allow you to focus on more relevant opportunities typically resulting in a higher CR. This is particularly useful if your campaigns contain several broad-match keywords.

 

Suggested keywords can be found at Optimize > Keyword Expansion. From this page, users can quickly add keywords and add negatives to their account.
How to add negative keywords

 

You can add negative keywords by clicking the red minus sign then clicking the Process Keywords button. This will add the keyword as a negative to either the group, campaign, or all accounts with the selected match type (Google only). You can also select specific words within a keyword to add as a negative by clicking on those words. So, for example, if the suggested keyword is backpack beach chair, you can add the negative beach chair by clicking on the words beach and chair and clicking the red minus sign.

 

Highlight potential negative keywords

 

Users can choose to highlight potential negative keywords by checking the Highlight new tokens box above the grid. This will highlight all tokens (words) that appear in suggested keywords but are not keywords in the current account.

 

For additional information on negative keywords, please click here.

 

 

 

  1. Increasing position on keywords with high quality scores

Why: This allows you to leverage keywords with high quality scores by placing them in higher positions at a lower CPC.

 

How:

  • Use the View Builder to compare Pos. and Hist. QS. at the keyword level. First filter the Hist. QS then filter for keywords that have a low (low on the page) Avg. Pos. After, adjust the positions of the keywords accordingly.

 

 

 

Recommended Weekly Reports and Alerts:

 

·         Active Groups with no Active Creativeo   Rec. Columns: Active Creative column can be found in Advanced section of view buildero   Filter 1: Group = Active

o   Filter 2: Active Creative = 0

·         Active Groups with no Active Keywordso   Rec. Columns: Active Keywords column can be found in Advanced section of view buildero   Filter 1: Group = Active

o   Filter 2: Active Keywords = 0

·         Bid Override Checko   Rec. Columns: Bid Override is a column in the settings section of the view buildero   Filter 1: Bid Override = Off
·         Bing creative without {Param1}o   Filter 1: Publisher= Bingo   Filter 2: Destination URL does not contain {Param1}
·         Disapproved Creativeo   Filter 1: Status = disapprovedo   Note: Use multi-edit to submit with exemption request
·         Disapproved Keywordo   Filter 1: Status = disapproved
·         Missing mkwid Parameterso   Filter 1: Destination URL doesn’t contain: mkwid·         High Performing Keywords

o   Rec. Columns: Keyword, Pub. Cost, Conversions, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Status

o   Filter 1: Pub. Cost < $150

o   Filter 2: Conversions > 5

·         Poor Performing Keywords

o   Rec. Columns: Keyword, Pub. Cost, Conversions, Search Bid, Avg Position, CTR, CPC, Account, Campaign, Group, Match Type, Status

o   Filter 1: Pub. Cost > $300

o   Filter 2: Conversions < 5

 

 

 

What to Look for Monthly

 

  1.     Optimizing Ad Copy

 

Why: showing your ads is one thing, but motivating potential customers to click on your ads is another. Continually improving ad copy is important to increasing click-through rate (CTR) and ultimately conversions.

How:

  • Utilize A/B Testing to ensure the best creatives are showing.

 

Pause Loser Creatives Using A/B Testing:
Marin Professional automatically analyzes the performance of creatives to identify any creatives that are over or under performing relative to the other creatives in the same ad group. This analysis looks at the performance of the creative over the last 14 days and identifies creatives that have statistically significant differences in click through rate and conversion rate.

 

Creatives with higher conversion / impression rate than the others in the group are marked Winners, those with a lower conversions / impression rate are marked Losers. If there is not a statistically significant difference between creatives, or there is only a single creative in the ad group, the creatives will be marked Draw.

 

How to view the performance and pause Loser creatives

 

  1. Go to the main Optimize 
  2. Click the Creative Testing sub-tab.
  3. Look at the A/B Test column in the grid to see the results of the testing.
  4. Filter A/B Test column to show only Loser creatives
  5. Select all Loser creatives
  6. Press the pause button above grid

Additional information on A/B testing can be found here:
Find Best Ad Copy & Roll Out:
Using the same tactics as noted in Step #2 identify winning creatives and create new ads with similar ad copy. This will ensure that the ad copy in the creatives being tested is continually enhanced.

 

  1. Identify Winner creatives:

 

 

 

  1. Create similar ad copy to the winners by clicking the “Create” button.

 

 

 

 

  1.     Optimizing Structure

 

Why: The Quality Score (QS) of a keyword plays a key role in determining cost-per-click (CPC). Online marketers can take advantage of higher positions on the page at a lower CPC by increasing the QS of the keywords. Ensuring that there is a strong connection between keywords and ad copy is essential for increasing QS.

 

How:

  • Look at possibly reducing the number of keywords per ad group and applying more specific ad copy to keywords with low quality scores

 

Restructure Ad Groups:
Look For Any Ad Groups Over 20-30 Keywords In Size

It is important to limit the number of keywords per ad group and make sure your ad copy is targeted to a specific product or service. If your ad copy is not relevant to the keywords included in that ad group, your click-through-rate will decrease, which will cause your cost-per-click (or CPC) to increase. Since we want to decrease your CPC, we recommend breaking down groups with over 20-30 keywords into smaller ad groups that will be more focused on a specific topic, which will help craft better ads and direct to appropriate landing pages.

 

To identify groups with a high volume of keywords within Marin, click on the Campaigns tab and navigate to the Groups sub tab. Next, click on the View Builder. Once open, click to the Advanced section and select Active Keywords to bring that column into your view.

 

Now you can filter for ad groups containing more than 30 active keywords.

 

You have several options when creating/editing creative and ad groups, including editing single and multiple items directly within the grid, or doing a bulk upload.

Spot Check Some Ad Groups With the Highest Clicks, Impressions, and Cost

It is important to make sure that these ad groups are all tightly packed around the same topic. Sometimes even smaller groups can be unfocused and can be targets to split up.

 

Use the grid under the Groups sub tab to sort by clicks, impressions and publisher cost and narrow the focus of the groups that are responsible for the majority of the clicks, impressions and cost to maximize the effectiveness of your messaging and ultimately drive up your click through rates even more.

 

 

 

Look At Number of Creatives in Each Ad Group

 

It is considered best practice to have 2 or 3 ads per ad group. This will allow the platform to test ads against each other to continually optimize (versus only 1 ad running), but it also means you’ll be able to collect actionable data faster. With more than 4 ads running in a group, it will take longer for Marin to identify a statistically significant difference between the performance of the ads.

 

To identify how many active creative you have in each group, click on the Campaigns tab and navigate to the Groups sub tab. Next, click on the View Builder. Once open, click to the Advanced section and select Creatives to bring that column into your view.

 

Next, you can filter the active creative column to identify groups with less than two or more three creative.

Once you’ve identified those groups, add additional creative to the groups with less than two creatives and delete creatives from groups with more than three creatives (or separate them into different groups).

 

Also, make sure that the ads are set to rotate evenly in order to ensure that A/B testing will work correctly. You can do this through Marin by navigating to the Campaigns tab, clicking on the edit button, and then selecting Campaign Settings.

 

Then, scroll down choose Advanced Settings

Make sure the option Rotate Indefinitely is selected under Ad Serving

 

 

 

  1.     Bidding Goal Performance

 

Why: Reviewing bidding goal performance is extremely important because it has such a significant impact on the entire performance of the campaigns associated with that goal.

 

How:

  • Evaluate whether to increase or decrease goal based on performance (stair-step approach)

 

 

  1.     Budgeting

 

Why: Evaluating budget and performance is important in order to either leverage well performing campaigns or reduce spend on low performing campaigns.

 

How:

  • Look at last month’s spend and next month’s target spend to determine the need to increase/decrease spend.

 

  1.     Ad copy

 

Why: Make sure that ad copy is up-to-date with current offerings

How:

  • Navigate to Creatives sub-tab located under the Campaigns
  • Use the edit feature to make revisions to existing creatives.

 

 

  1.     Landing pages

 

Why: Confirm all landing pages are active and relevant to ad copy. This is important because visitors could potentially be sent to an inactive or irrelevant web page causing them to leave and visit a competitor’s website.

 

How:

  • Pull the Destination URL column into the View Builder and click on the various links.

 

 

  1.     Keywords on bid override

 

Why: Identify keywords on bid override and either continue or turn off so they will be bid towards the related goal.

 

How:

  • Navigate to the Keywords sub-tab and add the Bid Override column into the View Builder. Then filter for keywords that are on bid override.

 

 

Recommended Monthly Reports and Alerts:
Top Campaigns Month over Month

 

Spend Changes Month over Month

 

Worst Campaigns Month over Month

 

 

How to compare month over month:

  1. Select which columns you would like to compare in the View Builder.
  2. Select which months you would like to compare, or use the custom date field (see below)

 

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