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2019 Google Ad Industry Benchmarks

Posted in advertising, digital media, Google, interactive advertising, online marketing, PPC, Research, SEM with tags , , , , , on June 1, 2019 by gadler

“Each year, we dive into our data and look for an answer to one persistent, ubiquitous question for PPC advertisers: what exactly does “average” performance look like? Understanding these benchmarks is key for advertisers to recognize their strengths and weaknesses—and more importantly, how they compare in their industry. 

This year’s Google Ads report will reveal the average performance across the most crucial KPI’s for advertisers, including:

  • Click-through rate
  • Cost per click
  • Conversion rate
  • Cost per acquisition“

wordstream-files-prod.s3.amazonaws.com/s3fs-public/documents/google_industry_benchmarks_2019.pdf

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Instagram just took advantage of Amazon’s biggest weakness

Posted in Apps, Consumers, interactive advertising, internet, online marketing, Retail, social media, Uncategorized, world wide web with tags , , , , on March 20, 2019 by gadler

Instagram took a big step on Tuesday in its evolution into an online shopping destination, and for once, Amazon finds itself looking up from a position of weakness.

Instagram announced that users of the photo-sharing app will for the first time be able to start making purchases of some products directly within the app, capping off the social network’s multi-year flirtation with becoming a real player in online shopping. Big-name retailers like Nike and Zara, as well as younger brands like Outdoor Voices and Warby Parker, are among the 20-plus companies participating in the initial rollout.

Instagram has already proven to be a platform — thanks in large part to its visual nature — where the best consumer brands can do what they do best: get new people to discover their products and inspire shoppers to covet their wares.

— Read on www.recode.net/2019/3/20/18271386/instagram-shopping-discovery-amazon-weakness-checkout

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Google’s next chapter for metrics to focus on clarity once ‘average position’ is removed

Posted in advertising, AdWords, Google, interactive advertising, online marketing, PPC, search engines, SEM with tags , , , , , on March 6, 2019 by gadler

Fred Vallaeys explains why advertisers need to rethink bidding strategies and position metrics now that Google has announced it will sunset one of its oldest metrics later this year.
— Read on searchengineland.com/googles-next-chapter-for-metrics-to-focus-on-clarity-once-average-position-is-removed-312947

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Digital advertising in the US is now bigger than print and television – Recode

Posted in advertising, interactive advertising, media, newspaper, online marketing, radio, television with tags , , , , , , on February 20, 2019 by gadler

It was inevitable, but it’s finally here: Digital advertising businesses like Facebook and Google will be bigger in the US this year than traditional advertising businesses like TV, radio, and newspapers.

— Read on www.recode.net/2019/2/20/18232433/digital-advertising-facebook-google-growth-tv-print-emarketer-2019

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Google featured snippets can now jump to section of content it is sourcing – Search Engine Land

Posted in advertising, Analytics, Campaigns, Google, interactive advertising, mobile, online marketing, search engines, SEM with tags , , , on December 31, 2018 by gadler

Google can now link to some content it is showing in their search results in a new way. Instead of just linking to the page, Google can anchor you to the exact spot of the answer you are looking for and highlight the block of text that is most relevant to your query.
— Read on searchengineland.com/google-featured-snippets-can-now-jump-to-section-of-content-it-is-sourcing-309873

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How Search Intent Is Redefining the Marketing Funnel – Think with Google

Posted in advertising, Analytics, Consumers, Google, interactive advertising, Research, search engines with tags , , , , , , , on October 12, 2018 by gadler

Today’s customer journey does not follow a linear path to purchase. Their consideration set is varying and reshaping the marketing funnel along the way.
— Read on www.thinkwithgoogle.com/feature/search-intent-marketing-funnel/

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How to drive business outcomes by anticipating consumer intent

Posted in advertising, Campaigns, Google, interactive advertising with tags , , , , , , , on September 2, 2018 by gadler

Segmentation will never be perfect. But when a competitor understands segments by value, they’ll spend to reach — and win — the best customers.

That’s why it’s important to understand a customer’s overall value. Doing so can help inform bidding and build audiences. CLV measures the value a person brings to a business across all of their interactions over time — not just a single transaction. We’ve found that when marketers focus on CLV, they begin to attract more of the customers they care about, stoke ongoing engagement, and ultimately, increase retention.
— Read on www.thinkwithgoogle.com/marketing-resources/experience-design/consumer-intent/

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