Month: June 2016

FaceBook 20% Text Rule is No More

blog-post-header

With Facebook the most important element is the image ad.  I know adcopy is still important but that is dwarfed by what a good product image ad can do for your campaign.

Once you have that perfect looking image we all like to place information on top of the image.  This might be a great Call to Action, a benefit from the product, identifying a pain point or many other common ad copy techniques.

What happens all the time is that damned 20% warning we get when our text is over 20% of the image.  This has been frustrating advertisers for years on the Facebook platform.


Facebook’s 20% text rule is no more but here is what you need to know
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How the Old Rule Worked

As already outlined. when you have over 20% of text on an image Facebook would reject that creative. Sometimes the system would catch it right away and we could make modifications to the text but other times the ad went live and only after the fact during a review would the ad get rejected.

For many marketers the 20% rule was well known and when we create our banners our outsource the work we could stipulate the adcopy should not be more then 20% of the image ad.  That and we could quickly edit inside Photoshop to make adjustments if need be on the fly.

However most small businesses out there pushing their own stuff don’t have the ability to quickly modify images and this was a big hurdle for many of them.  It’s a common complaint I would hear all the time and with this requirement being removed I’m sure Facebook commonly heard the complaint themselves.

“Our research has shown that people demonstrate a preference for ads with less text. Previously, if 20% of an ad image’s area was text, it was not approved to run on Facebook, Instagram or the Audience Network. We’ve heard from some advertisers that this can be confusing, as it’s not always clear that an ad does not meet the policy requirements until after creative has been submitted. We are shifting to a new solution to improve this experience which allows advertisers more flexibility while still allowing us to maintain an enjoyable experience for people. ” – Taken From Jon Loomer’s website when he asked Facebook what the reason for the change was.

Facbook as long held that under 20% text in image ads is preferred by it’s viewers.  I tend to side with Facebook on this as I know just how powerful a great image can be for your campaign.

How the New System Works

Facebook will now go by a 4 stage rating for the ads text density with OK being the best rating possible and High being the worst rating.

  • OK
  • Low
  • Medium
  • High

You ads will not be rejected but categorized and fall into one of the above categories.  The more text you have in your adcopy the lower the rating you will have and ultimately the less distribution and high CPC you will end up paying.

Why You Should Still Use Under 20%

You will be rewarded so it seems if you use little to no text inside your image and let the image speak for it’s self.  At the end of the day you need to do what you can to get your CPC down and have a wide distribution and if having under 20% ad text will help to do that then in nearly every case you should do that.

Here are the messages from the new Rating System

OK

You ad’s image contains little or no text.  This is the preferred image style.

Low

Your Ad’s Reach May Be Slightly Limited

You may reach fewer people because there’s too much text in the ad image. Facebook prefers ad images with little or no text.  Consider changing your image before placing your order.

Medium

Your Ad’s Reach May Be Limited

You may reach fewer people because there’s too much text in the ad image.  Facebook prefers ad images with little or no text.  Consider changing your image before placing your order.

High

You may not reach your audience if you use an image with this much text.

You may not reach your audience because there’s too much text in the ad image.  Facebook prefers ad images with little or no text. Unless you qualify for an exception, change your image before placing your order.

Is the Change Good or Bad?

For marketing companies I think this is a clear win.  I think this in some ways makes Facebook Look harder to use and master and whenever that is the case it’s a win for ad agencies.

For most small businesses I think it’s a win because you now have a clearer path forward.  You don’t have to get those creatives reworked and Facebook will let you know your score and the reason why you got the score.  You can still use the creative you paid for or created yourself and going forward you know the reason why you got your lower score and can make changes the next time around if you wanted.

Facebook Grid Tool

Soon Facebook will be upgrading the Grid tool so advertisers can quickly check the text density of their ad.  the grid tool can be found at  https://www.facebook.com/ads/tools/text_overlay

When you create an ad in the Power Editor you will also be given a warning if you have too much text in the image ad copy. The Power Editor can be found at https://www.facebook.com/ads/manage/powereditor/

When the Hammer Drops

Hammer might be too strong a word.  The new change should roll out in the coming weeks and effect all Facebook advertising accounts.

 

 

 

 

The post FaceBook 20% Text Rule is No More appeared first on MarketingPlayBook.co

Top 5 Keyword Research Techniques in 2016

If you’re making money online then the list of all the keywords your site contain, a.k.a. semantic kernel, is the core of your business. Adding best keywords while cutting loose bad ones can be very tricky. Luckily, there are ways to do it smart. I will guide you through most advanced and innovative techniques to research your keywords using just one powerful tool!

This free tutorial is for you:

-If you want to learn how to make the best of keywords
-If you want to thrive from your competitors
-If you want to increase the income from your online business.

Let’s get to our step by step tutorial. The service we’ll be using is called Serpstat. It has UNIQUE top features to research both domains and keywords. (As a sample domain we’re gonna be using Amazon and “buy sneakers” as a keyword)

1. Tree view

1

Type your domain in search tab. Chose the database (Google US, UK, etc.) and click “Search”. In “SEO Research” section of the tool click on “Tree View”. Now you have full list of URLs with all keywords they contain for which the given page is ranked in SEPR. Keywords are sorted by “Position”, “Volume”, “CPC”, and “Competition”.

“Tree view” feature is unique in it’s kind. For the first time ever you have the ability to analyze each keyword-rich page separately, not the bulk domain.

Now is the time to for SEO hack No.1. Click on “Filters” to filter domain position by keywords ranked 11 to 20 and get the list of potentially successful keywords that can be easily pushed to the top 10 by managing site’s internal linking.

2. Top pages by Topic

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While still researching domain, in “SEO Research” section, click on “Top Pages” to get full list of site’s most trafficy pages. You’ll can inspect each URL of your competitors to find out what makes them popular. Metrics will show you keyword density distribution and number of shares on Facebook.

SEO hack No. 2. This unique feature lets you identify the most successful traffic-driving pages of any site. Potential traffic will show you how much traffic the page will receive if it will remain on top of organic search. Always inspect what works best and what’s worse.

3. Identifying Missing Keywords in URL

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Now is the time to research keywords like you never did before. Why am I so bold in saying this? Because up until now there simple wasn’t such a tool like Serpstat. Enter your keyword in the tool, and go to “Top Pages” section. What you see is the list of all Top Pages in SERP that contain your keyword.

SEO hack No. 3. No, this feature is so cool, I should rather call it Super SEO Kung Fu.

Sort your list by volume (arrange in descending or ascending order by clicking on “Organic Keywords”). Now we have the possibility to analyze any URL for missing keywords. Click on “Domain Analysis” and choose “Missing Keywords” to get all keywords for which your competitors are ranked top-10 but are missing on your page. This revolutionary feature legally steals verified top keywords of your competitors.

4. Suggestions

4

Enter keyword in the tool and in “SEO Research” section click on “Search Suggestions”. This is where all related search queries for your keyword are displayed.

Seo hack No. 4. This feature is of particular value for content-marketers and bloggers because of it’s unique filter “Only Questions” that lets you identify search trends, get relevant questions, and answer them to reach broader audience (while getting traffic boost).

5. Cluster Search

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Enter your researched keyword and in “SEO Research” section click on “Cluster Research” to get all keywords that are semantically close to your keyword and are used by similar pages on search results.

SEO hack No. 5. You’ll have the full list of keywords that are also used in search for given product/service. Note that this data is straight from Google’s Cluster search, and it’s uniqueness is in the fact that your competitors unlikely have those kws using just Google KW Planner. This will insure you’ll always be ahead of your competitors. Notice “Connection Strength” rate. It measures how many sites in search results rank for this particular keyword.

Conclusion
40k+ users chose Serpstat for the quality of SEO services it provides. You can have all these revolutionary techniques for free. It’s the one place not just to get the most relevant data but also to apply it the best way you can. Use Serpstat wisely. And let the force be with you.

Wanna learn how to make more money with your website? Check the Online Profits training program!


Is Social Media Right For My Business? – Hangout #2

In this hangout episode we cover the topic of social media and if it’s right for your business.

Here is the live hangout video where Jacob Erdei goes into details about how he views social media for small businesses and some of the pitfalls and downsides.

The below are the show notes.

Is Social Media Right For Your Business?

According to a Forbes Article –

More than 60% of businesses have reported no ROI despite an increase in time and money getting a social media strategy going.

http://www.forbes.com/sites/meghancasserly/2013/04/17/why-small-businesses-are-losing-on-social-media/

It’s no surprise that most of that money was spent on Facebook but from speaking with many local small businesses I can tell you the same can be said for Twitter, Instagram and even linkedin.

So the first Question we will tackle is

Should you have social media accounts for your business?

That answer is yes.

  1. Having social accounts can help to validate you to Google and help your rankings in the search engines. This does mean you should have a complete profile and at least some content published on your social site as well as link back to your main website using either the brand name or the url of the website.
  2. You want to register at the main social network sites to reserve your brand name but that does not mean you have to be active on all social networks. Pick 1 network to focus on. For many this will be Facebook if your B2B this might be LinkedIn.

To see if your name is available checkout http://namechk.com

Creating You Social Media Strategy and Defining your goals.

The average small business spent 6 hours or more weekly on social media.

ROI can be very hard to measure if you are not an eCommerce store. You have to rely on Analytics data for refers to your site and pages viewed as well as time spent on site.

Defining Goals

What is it you want out of Social Media.

  • general branding purposes
  • To interact with your audience
  • To share coupons and offers
  • To drive traffic to your Web site
  • To market a new line of products

For most social media will not help drive sales initially but works build customer loyalty and brand yourself locally as an expert in your industry.

If you sold diving equipment – I’m sure there is a lot of local news around diving you can do. You can help put on social events for divers and engage with your community.

When the person is in need of your service that is when they will most likely want to support you over someone else.

Plan your posting schedule ahead of time. If you want to post once a week then have 12 posts ready to go so you are 3 months ahead. Each month or 2 months sit down and get another 12 posts ready.

If you plan on announcing daily specials make sure it’s something your audience wants to know about.

Provide a value in your post. This could be a community event or local news that your community may want to know about. When in doubt get a funny meme.

Be respectful of those who complain. It will happen.

Social media is a place to build loyalty and community as well as answer customer service questions.

Think of social media is an extension of your physical store location. Treat you media strategy the same you would signage in your store.

What social platforms are out there

  1. Google + to include Google Communities
  2. Facebook
  3. linkedin
  4. twitter
  5. pinterest
  6. snapchat
  7. foursquare
  8. youtube
  9. reddit
  10. StumbleUpon
  11. Instagram

What you save in dollars you will most likely end up paying for in time. You need to be efficient in how you post online and have a set procedure in place for posting.

Some good resources on this subject matters are

http://socialmediaexaminer.com

http://rebelmouse.com

Tools like Hootsuite and Buffer can be used to connect and schedule posts to different profiles. Price ranges from $10 -900 a month.

Marketingplaybook.co is starting a few in-depth how too guides for social media marketing so be sure and subscribe to our news letter on marketingplaybook.co. You can also join our Google Community, Facebook community to be notified of live on air hangouts where you can ask your questions live.

We will be opening up a private support forum for businesses as well in the coming months. This will be a paid membership.

 

 

The post Is Social Media Right For My Business? – Hangout #2 appeared first on MarketingPlayBook.co

How to Optimize the Digital Marketing Mix to Maximize Results

Progressive marketers are always willing to test new channels that can initiate conversions. Digital marketing is a continuously evolving and rapidly changing market where marketers need to be innovative and creative in their approach.

Plan an Integrated Marketing Strategy

The brands must understand what digital channels and what types of digital content performs the best for their targeted audience. This is the vital first step in “planning.” It is essential to prioritize the cross-channel integration of marketing activities and identify the path the customer takes for a successful conversion. The right channel mix should be adapted creatively by optimizing the conversion path taken by the customer. Companies must adopt the holistic marketing approach that aids towards more successful conversions.

Your brand is the most important investment and every digital marketing channel should be aligned to your overall strategy to ensure you are delivering a consistent message and experience for your customers.

Focus on Short Term Strategy Planning

The digital marketing landscape keeps on changing so a better strategy is to focus on the short term strategy planning. Please note here that I am not against a long term planning but instead, I am just saying that your strategies shouldn’t be stretched for longer periods of time or else you might lose out.

Engineer an Audience Centric Content Marketing Strategy 

You need to communicate with your customers through website, blog posts, marketing copy, newsletters, and more. The entire content marketing strategy should be audience centric. The very first essential is having a responsive website. You can easily create a stunning website using website builders like MotoCMS. The best way is to know your audience, uncover the channels they are using, identify the lingo that resonates with them and create content pieces that include their tone of voice, most-used hashtags, etc. A blog is a great way to present your brand voice before your customers. If you are still missing this channel from your site then I would strongly recommend having a blog for your audience.

Don’t Forget Personalization

Personalisation has always been a great way to convert a customer into a sale. It is all about creating channelizing marketing activities based on the user persona. 1-to-1 conversations by using content and product recommendations are important as they provide the same benefits of a salesperson-to-customer relationship. Personalization also demands that rules-driven content should be segmented and must be mapped to Customer Relationship Management (CRM) platforms. One of the crucial elements for the success of personalization is the presence of tight integration between content management, data management and marketing platforms.

Leverage the Power of Data

It is extremely essential to leverage the power of data through attribution modeling, audience segmentation; media mix analysis, and customer and lifetime value modeling. Using tools like Google Analytics and Watson Analytics, you can measure a great deal of data for better results. IBM’s Watson Analytics is a great tool to for data exploration, automating predictive analytics and enabling effortless dashboard and infographic creation.

Apply a Growth Driven Design 

GDD or growth driven design is a fusion or marriage of sorts between site redesign and marketing, where the two goals become one. There is no point redesigning a site having stale content, it simply won’t help! Rather, GDD succeeds by making informed performance improvements that is based on the audience behavior. It is an adaptive model where marketers can quickly change it as per the shifting marketing trends.

Find an Authoritative Voice for Your Brand

Your brand voice should be authoritative and expert in his field. A successful brand is one which inspires people both on and off the field. Your brand voice must be genuine, personable and consistent with your product and messaging.  The social media has taken the world by storm and brands have the added responsibility of connecting with their customers on a personal level.

Ultimately, the success of your digital marketing efforts depends on how effectively you are able to use all of the digital marketing channels. By having an integrated strategy, you should be able to attract potential customers in all stages of the conversion funnel, and ensuring that your brand voice remains consistent across all the promoted channels will help to create the digital customer experience you need to succeed.

About the Author
Joydeep Bhattacharya is a digital marketing evangelist and author of the popular Indian SEO blog, SEOsandwitch.com. He holds over a decade of experience in online marketing and has contributed for reputed publications like Hubspot, Wired, Ahrefs and SEMrush.

Wanna learn how to make more money with your website? Check the Online Profits training program!


Digital Big Brother with Unblinking Eyes Haunt Workplaces

Your phone calls, emails, SMS, web activity, social networking profiles, and other computer activity might be getting spied on. However, the perpetrator may not be the government, a hacker, or your ex. It may be your employer. Yes, you read that right. Your employer is very much in their right to keep tabs on your activity and there’s nothing you can do about it. After you leave the workplace, the computers or laptops stay in the office and they can be checked without requiring any permission. More often than not, it is your web activity that’s being monitored, mainly to check if you’ve been visiting websites related to gaming, porn, social networking, and videos. They basically want to know how much of your time was spent on doing non-work related stuff. Over the years, more and more employers have begun keeping a check on their employees’ use of computers, cell phones, and the internet. In fact, it was recently reported that more than 66 percent of the employers around the world keep check on their employees’ digital activities.

How Employee Monitoring Tools Work

Well, most of the employers just check your history after you’ve left the workplace, which is a cost-effective and convenient method. However, some employers seek help from monitoring solutions like Mobistealth. Software like this allows employers to see all kinds of activity being done on your workplace computer. They can view the sites you’re visiting, people you’re talking, emails you’re sending or receiving, and much more. Monitoring tools create a report containing information about all your actions on the workplace computer, and then this report is made available to the employer, giving them an idea of what their employers are up to in the workplace.

What You Can Do About It

Nothing, absolutely nothing. As long as the ownership of computers belongs with the employers, there’s nothing you can do about it. Legally, it’s their devices, so they are free to install anything they want on it. Although they’re required by log to tell their employees about the presence of employee monitoring tools on official devices, only few employers comply to this law, whereas most of them believe that the best way to single out the bad apples is by carrying out the monitoring discreetly. Employers think that the performance of their company is being affected due to some employees that slack off during work hours. And to single out these particular individuals, they seek help from monitoring solutions.
The always watching eyes of employers can create a haunting feeling at work, but if you look at it from their perspective, you’ll realize that they are doing the right thing. Only thing an employer really wants is success for their business, and productivity and loyalty from their company, and when things are not going as planned, they obviously get enraged and resort to seeking help from a monitoring solution.

Wanna learn how to make more money with your website? Check the Online Profits training program!


AdWords Display Columns

One common mistake I see over and over when viewing clients Campaigns for the first time through the advertisers account is the lack of modified columns.

I’m a button pusher by nature.  If it’s red and not marked, I’m going to push the button and see what happens.  This has landed me in trouble more then 1 time but those are different stories.  The one I want to talk about today is AdWords Columns and some of the great data you can uncover from modifying your columns.

AdWords Display Columns is part 11 of our Google Display Training Course found at http://marketingplaybook.co/adwords-display-training-guide-gdn/.  All our AdWords Courses can be found on http://marketingplaybook.co/ppc-training/  and our AdWords Search course can be found at http://marketingplaybook.co/adwords-ppc-search-training-course/

Here is the the Companion Video that goes with the guide.

What Are Columns?

GDN Columns

columns show a wide range of data.  With columns you are able to view your campaign spend, click trough rates, conversions, cost per conversion and 100+ other metrics.

Why Modify The Default Columns?

By Default AdWords takes a minimalist view point and does not show you all the data available.  There are hundreds of data points that can be shown and AdWords does not attempt to customize your view on your behalf currently….

By modifying the columns view you can add in the metrics that matter most to you.  With these metrics added in, you should be able to help optimize your GDN campaigns and get the most bang for your advertising dollars.

What Columns Are Must Haves?

Every advertiser is different in what columns are most important to them.  You will have some preferences that I might care less about.  Generally there are some that I tend to have to use inside most campaigns and they are

Clicks
Impressions
CTR
Relative CTR
Cost
Conversions
Conversion Rate
All Conversion Value
Total cost
Display Impression Share
Cost / Conversion

Cross-device conv. – This one is starting to matter more and more as well as View-through conversions.

Here are most of the available columns that can be used on GDN

Attributes- Campaign Level Only
Campaign type
Campaign subtype
Labels
Campaign ID
Bid strategy type
Bid strategy
Performance-
Clicks
Impr.
CTR
Avg. CPC
Avg. CPM
Cost
Avg. Pos.
Total cost
Invalid clicks
Invalid click rate
Engagements
Engagement rate
Avg. CPE
Views
View rate
Avg. CPV
Avg. cost
Interactions
Interaction rate
Invalid interactions
Invalid interaction rate
Video played to:
25%, 50%, 75%, 100%

Conversions-
Converted clicks
Cost / converted click
Click conversion rate
Conversions
All conv.
View-through conv.
Cost / all conv.
All conv. rate
All conv. value
All conv. value / cost
Value / all conv.
All conv. value / click
Cross-device conv.
Cost / conv.
Conv. rate
Total conv. value
Conv. value / cost
Conv. value / click
Value / converted click
Value / conv.
Phone call conv.
Attribution-
Click assisted conv.
Impr. assisted conv.
Click assisted conv. value
Impr. assisted conv. value
Click-assisted conv. / last click conv.
Impr. assisted conv. / last click conv.
Conversions (current model)
Conv. value (current model)
Conv. rate (current model)
Cost / conv. (current model)
Conv. value / cost (current model)
Conv. value / click (current model)
Value / conv. (current model)
Social Metrics-
+1s
Shares
Comments
Follows
Earned impressions
Earned social actions
Call details-
Phone impressions
Phone calls
PTR
Phone cost
Avg. CPP
Competitive metrics-
Search Impr. share
Search Exact match IS
Search Lost IS (rank)
Search Lost IS (budget)
Display Impr. share
Display Lost IS (rank)
Display Lost IS (budget)
Relative CTR
Performance (Active View)-
Active View viewable impr.
Active View viewable CTR
Active View avg. CPM
Active View viewable impr. / measurable impr.
Active View measurable impressions
Active View measurable cost
Active View measurable impr. / impr

Google Analytics-
Bounce rate
Pages / session
Avg. session duration (seconds)
% new sessions

Reach Metrics-
Unique cookies
Avg. impr. freq. per cookie
Unique viewers (cookies)
Avg. view freq. per cookie
Change history-
All changes
Budget changes
Bid changes
Keyword changes
Status changes
Targeting changes
Ad changes
Network changes

Gmail Metrics-
Gmail saves
Gmail forwards
Gmail clicks to website
YouTube Earned actions-
Earned views
Earned subscribers
Earned playlist additions
Earned likes
Earned shares

Custom columns-

 

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Name Perfection – Brandable Domain Names for Startups

Choosing the right domain name for a project, be it a business, an application or a website, is essential. Why? First of all because the domain is one of the few things that you will not be able to change afterwards (at least not without a lot of headaches!). Second because your domain will inevitably need to be your brand name. Having a brand that is different from your domain is very bad practice, because most of your visitors and customers will get confused regarding which is which.

You have pretty two options when it comes to choosing a domain/brand: you can pick a descriptive domain or a brandable one. Suppose you are creating a website about sports cars. An example of descriptive domain is SportsCarsBlog.com. A brandable domain, on the other hand, could be something like Vruum.com

Both descriptive and brandable domains have pros and cons. If you have hopes that your project will grow and become popular and successful, however, I recommend that you go with a brandable domain. That is because a descriptive domain limits the scope of things you can do. For instance, it would be difficult to transform SportsCarsBlog.com into anything else than a blog, for obvious reasons!

It’s not a coincidence the fact that most large companies have brandable names/domains. Just think about Google, Yahoo!, Uber, Apple and so on.

If you are convinced, you are probably wondering where you can find and purchase brandable domains.

The easiest way to do that is to use a marketplace of brandable and premium domains, like NamePerfection.com. There you will find dozens of brandable domains that were already registered and filtered. Most of those eve come with a logo that you can use for your new project. Here’s a sample of the domains you can find there:

Obax.com
Forgely.com
Teachsy.com
OfficeBreak.com
Eventably.com
Cardevo.com
Memorisa.com

Another advantage of getting a brandable domain from a marketplace is that you are sure to get what you are paying for. Buying a domain from private owners is risky if you don’t know what you are doing, as you need to make sure that after you send the payment the owner will actually transfer the domain for you.

Finally, even if you are getting a brandable domain, here are some tips you should keep in mind: a good domain should be easy to spell, easy to remember, and it shouldn’t be too long.

Good luck!

Wanna learn how to make more money with your website? Check the Online Profits training program!


GDN Quality Score – A Look at Relative CTR

Does AdWords Have a Quality Score for Display?

I’ve been asked this dozens of times and I myself have asked Google reps several times and get conflicting responses.

The honest answer is YES,  Google does have a quality score metric for Display but it operates far differently then on Search.

I could go very technical but all you really need to understand is 1 Metric and 1 Metric only and that is Relative CTR.  If you master this metric you won’t have to worry about any other metric affecting your quality score on GDN.

GDN Quality Score is part 10 of our Google Display Training Course found at http://marketingplaybook.co/adwords-display-training-guide-gdn/.  All our AdWords Courses can be found on http://marketingplaybook.co/ppc-training/  and our AdWords Search course can be found at http://marketingplaybook.co/adwords-ppc-search-training-course/

Here is my video workup covering more in-depth on Relative CTR

Why Can’t I see my Quality Score on GDN?

You can’t see your Quality score on the display network because it’s not there.  This leads many people to say that it does not exist for display which in some measure is an accurate statement because, well….  It’s not there.

Some will tell you to create text ads and match that text ad copy to the keywords you are bidding on and then match that keyword to the landing page.  This is the mindset for AdWords search and should not be carried over to the GDN side of things.  After all, GDN has video and image ads, not just text ads.

From all my millions in ad spend I can tell you 1 thing and only 1 thing really matters and that is the Relative Click Through Rate or RCTR for short.

What is Relative Click Through Rate (RCTR)?

I’m glad you asked.  You are smart for doing so.

RCTR simply put is how your ad is performing on similar placements compared to other ads on those placements.

a RCTR score of 1x means your ad is performing the same as others.  Below a 1x means your ad is performing below average and above 1x means you are above average.

In the image below we see my Ad group of “topics-keywords” has a RCTR of 1.4x.  This means my ad is performing 1.4 times better then other ads on the same placements.

Relative Click Through Rate

For the same Ad group “topics-keywords” my CTR is .79%.  This may lead you to think that the Ad group “Delta-Search” with only a .38% CTR would be well below average compared to other ads on the same placements.  However if we look at the RCTR column we can see the 1x value which means my ad is performing on par with other ads and that CTR value is common.

How to Add  Relative CTR Column?

By default the RCTR is not present on the page.  To get this you just need to select Columns -> Modify Columns -> Competitive Metrics -> Relative CTR .  From there you can move the RCTR box to any column you want.

competitive metrics RCTR

Why RCTR Matters?

AdWords wants to make the most amount of money possible while at the same time providing max value to the end user.  They believe that ads that have a higher CTR must be more inline with what users are looking for and there fore more related.  Don’t over read this statement.  It’s a generalization.

With this in mind let’s do a little math based upon RCTR

Advertiser A:  10,000 Impressions.  50 clicks – CTR of .5%

Advertiser B   10,000 Impressions.  100 clicks – CTR of 1%

Now on the search side of things we know that the high bid is the person with the highest quality score +.01 over the next in line bid.

If Advertiser A is paying .50 cents a click then 1 might think,  hey that means that Advertiser B must be paying .51 cents.  The answer is no,  not at all and here is why.

The set value here is the 10,000 impressions.  This won’t change.  AdWords is going to show the ad that makes them the most money and that is highest related to what the person is searching for.

Advertiser A:  10,000 Impressions with 50 clicks at .50 a click = $25 dollars total or 2.5 CPM (cost per 1000 impressions)

As Advertiser B is getting double the clicks he would not be charged the .50 cents a click.  If he was this would put him at a $5 CPM which is double the cost of the poorer performing ad.  The opposite actually happens.  Google Rewards the individual and may show them a similar CPM price which would me your CPC is actually .25 cents while others are paying .50 cents.

The better your ad performs compared to others on the network the more likely you are to have a lower CPC.  There are of course other variables at play but focusing on RCTR over just CTR is the only real competitive metric you need to focus on where quality score is concerned.

 

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