Google Ads


By Damien Coughlan

It’s no secret that e-commerce is growing. It’s estimated that there will be 2.14 billion global digital buyers in 2021. The global pandemic has fast-tracked a change in how we, as a society, now purchase goods and services.

Customers are becoming more tech-savvy and are now familiar with making and taking payments online. People today want speed, choice and convenience. They’re often willing to browse and shop around to find the best deals, and as a result, they may not remain brand loyal to traditional brick-and-mortar businesses. Instead, with the click of a mouse, shoppers can compare features, prices and shipping costs.

The following are five ways to drive traffic to your online store.

1. Facebook Ads

Facebook Ads is an ad system for businesses that allows them to showcase their products and services to Facebook’s users. The platform has a number of different ad types that you can choose from. These include image ads, video ads, carousel ads, collection ads, canvas ads, lead generation ads, offer ads and event response ads.

In terms of e-commerce, I find that one of the most popular ads is the website conversion ad. This type of ad allows you to optimize your ads for people who are most likely to perform an action, like making a purchase. These ads are easy to start with on Facebook, and you can set a daily budget of just $5 to get up and running.

Facebook has various data points on its users; it knows the posts users interact with, the brands they follow and the stores that they visit. As a result, the platform is extremely clever at finding your ideal customers. Further, by installing Facebook Pixel, you can track site activity, which gives you information and data on what’s happening in your store.

When creating your ads, you can target people based on age, interest, demographic, location, occupation and even salary. For example, dog moms in California, who are 45 and older and earn over $100,000 per year.

2. Google Ads

Google Ads are similar to Facebook Ads, but the main difference is that Google Ads are intent-based. What this means is that the ads are designed to attract people who are actively searching for the products you’re selling. An example might be, “best coffee in Miami.” The power of intent-based advertising is that the shopper who’s performing the search is already committed and interested in purchasing the product or service you may be selling.

Some of the Google ad types available to you include search campaigns (text), display campaigns (images) and video campaigns. Again, you can start for as little as $5 per day.

3. Influencers

Influencer marketing has become popular over the last few years due to the explosion and growth of social media marketing. Think of an influencer as someone with a specialized skill or knowledge that has amassed a large, loyal and passionate following. Their following might be on Facebook, Instagram or TikTok.

Let’s say you sell a fitness product that helps mothers lose weight post-pregnancy. You can search for influencers within that niche who may have an audience that you can leverage. Perhaps, the influencer is someone who coaches women with weight loss but isn’t selling a physical product. The agreement is usually made between the influencer and brand based on a number of story and feed posts or based on the number of sales made through their link.

One important factor to consider when finding the right influencer is to check the level of engagement on their posts and whether the audience is a good fit for your brand. An influencer might have one million followers but the engagement rate might be low. This usually means that the influencer might have purchased those followers, or they don’t really have an engaged enough audience to make the promotion worthwhile.

It’s often best to start with a low-budget promotion and test the results.

4. Email Marketing

Email marketing has been around for years and isn’t going anywhere. Email marketing allows you to essentially remarket for free to your existing subscribers.

You can create campaigns that are one-time promotions, like Valentine’s Day or Black Friday offers, or you can set up flows that are automatically sent based on a user’s profile activity. An example might be when someone subscribes to your newsletter and you send them a welcome email where you nurture them, talk about your product and brand and, at the end of the email, offer them a one-time special offer to become a customer at a discounted rate.

Building an email list is hugely powerful; in my experience, I’ve been able to reach up to $1 per subscriber in monthly revenue. You can use pop-ups and exit intents to capture emails by incentivizing visitors to subscribe to your newsletter for value or offer some type of discount coupon code.

5. Blog Posts

I highly encourage you to start creating blog posts. It does take time to create blog content and be consistent, but it’s so important to the long-term success of your business.

Ideas for blogs are endless and can be scheduled out automatically over the month. You can also invite guest bloggers to help you write if you find that your time can be more valuable elsewhere.

When I sold in the dog niche, I had a very passionate dog customer of mine who found a blog article I wrote and asked me if she could write about her life with dogs. Of course, I said yes, and to make it a win-win for everyone and to encourage her to write great articles, I offered her free dog merchandise.

These are just a few of the many ways to drive traffic to your store. Remember, not everyone who visits your store is going to buy. In fact, I’ve found average store conversion rates are usually 5% or less. Keep delivering great content and run retargeting strategies to convert your non-buyers to buyers.

Feature Image Credit: getty

By Damien Coughlan

Damien is the founder of damiencoughlan.com; he helps businesses and aspiring entrepreneurs explode their e-commerce businesses. Read Damien Coughlan’s full executive profile here.

Sourced from Forbes

By Alex Kantrowitz

Key Points
  • Sridhar Ramaswamy is CEO of Neeva, an ads-free search engine he helped found after running Google’s ads and commerce business.
  • In this interview with Big Technology’s Alex Kantrowitz, Ramaswamy explains how Google’s increasing reliance on ads has decreased the quality of its search engine and has real costs for users.
  • “I personally do not think of ad-supported free products as being good for consumers, good for our country in the long term, because it is very hard for them to stay true to what you and I want, as users, and as customers of these products.”

The following Is a transcript of Big Technology Podcast, edited for length and clarity. You can listen to the full episode on Apple Podcasts, Spotify, or your app of choice

Sridhar Ramaswamy is CEO of Neeva, an ads-free search engine he helped found after running Google’s ads and commerce business. Ramaswamy spent seventeen years inside Google, and eventually grew disillusioned with its ad business. Now, he’s trying to build the solution with $77.5 million in funding. In this conversation, we discuss his evolving view on advertising, what decoupling search from ads allows from a product standpoint, and how the current antitrust environment is opening Google up to competition.

Alex Kantrowitz: Google, where you used to work — they call it Alphabet now — made $31.9 billion in search ad sales last quarter alone, up from $24.5 billion in Q1 2020. YouTube ad sales were up 49% to $6 billion in Q1. This growth is going to hit a ceiling, one would imagine?

Sridhar Ramaswamy: That will happen when digital advertising is most all of advertising, and we have not quite hit the ceiling yet. We’ve hit ceilings in a number of areas, like smartphone sales — year on year it’s not really growing significantly — but he move to online advertising is part of the way there.

Yet you’re building a search engine with no ads? 

In the history of business, there has never been a company that’s commanded 90+ percent market share in a market that’s $100+ billion. If you look art previous cases of what has disrupted them? It is typically a subscription play. What did HBO do to Time Warner? What did Netflix do to ad-supported television? What did Amazon Prime do to traditional e-commerce?

The common theme is the subscription model. Back to my earlier point about how smartphone sales have tapered off, Apple has actually not grown revenue significantly, but its subscription business and stock are growing because it has invested more and more into services and subscriptions.

So, Neeva is an entirely subscription-based search engine, trying to follow this pattern?

The ads model has always gotten disrupted. I know from both personal experience and the enormous amount of user studies that we have done, that there is resentment about it. So we wanted to create Neeva as a product that catered only to customers and was very, very strict about things like not having ads in it.

To us, subscription search was the way to create a superior product. And having really squeaky clean business principles — not just no ads, but no affiliate links ever, no data getting packaged and sold ever, being privacy-first — all of those are consequences of the model where we say, “We want to create the best product for you.”

So is your product going to be a nice luxury product — privacy for the rich — or do you think it can be something that will appeal to the masses? And if so why?

Our aspiration is to be a product that everybody will want. Search is something that people do a dozen times a day, there are not many things that people go back to time and time and time again. We think of ourselves as creating a daily-use product without any worries, without any gadgets, so we think will be able to price this at a point where lots of people really, really get value from it, and will pay for it.

Scott Galloway, who wrote “The Four,” compares Google to God. It used to be you would ask God, “When will my sick kid be healed?” Now you type the symptoms into Google. I suppose it doesn’t occur to us that when we’re speaking to our god stand-in we’re speaking to an advertiser at the same time. 

You know something? The ad-supported model, even for queries like that sick child, tends to favour high engagement sites that have figured out how to get your attention, and how to cram a lot of ads. In fact, I joke to people that anytime I do a medical search and go to a medical health site, generally my conclusion is like, “I have a serious problem and I’m dying.”

I went to WebMD a little while ago and it was for scratchy throat, and WebMD was like, “Well, you may just have the common cold, or you might have Ebola.” 

It’s the same as clickbait. It’s the system that is working as it is designed, On those queries the features we at Neeva think about are, “How do we surface government website? How do we surface high authority websites, and not the ones that are chasing after clicks?” Part of the benefit of the subscription model is that it can focus a lot more on what is authoritative, what is higher quality information for you.

Okay, but isn’t the purpose of Google to get you useful results so that you just keep coming back?

The answer depends on what queries you’re thinking about. When it comes to commercial queries, the algorithm is now optimized towards showing your results in which you click on ads, and those are the ones that are taking up more and more of the space. One of the ways in which you get that growth is by taking that extra line, and search ads over the years have gone from taking 3% of the result on the page to 10%, 20%. I joke to people, if you search on a place like yahoo.com, even on a large screen you only see ads. And so, there is now this very strong incentive to show you results that are ads. And ads are a conflict of interest for the search engine. Should they show you an ad or should they show you the best result?

It’ll surprise you to know that one of the biggest feature asks that we have, are things like, “I want to control what retailers I see. I do not want to see big retailers when I search. I want smaller retailers. If I’m looking for clothing I only want to be shown stores that make a commitment to ethically sourcing their material.” Not showing the top retailer in the country is not an option for an ad-driven search engine. For us, it’s a feature we must build because that’s what keeps you as a customer.

Right, because that top retailer is also going to be a top advertiser for Google. 

That’s right.

You also allow people to also tailor the news results they want to see. On NFL draft weekend, I was searching for the Jets picks and Neeva let me decided whether I want to see more ESPN or more of the fan blogs when I search. That struck me as a cool feature — now I have some more control in terms of what I’m seeing when I search — is that intentional?

That’s 100% intentional. Giving you agency over the search results is one of the things that we focus on a lot. The other features we have built around personalization being able to bring your personal data into a safe environment where you can search. Lots of us have multiple email accounts multiple [Google] Drive-like accounts, I was talking to someone I think that had nine email accounts that they connected to their Neeva account because they were like, “Yeah, how am I going to search through all of them?”

So, things like personalization, giving you agency, is very much a core part of the product. And in some ways we are impatient about the tech that we have to build, because we want to be able to support things like this more and more.

With news, we worry about things like filter bubbles. We have ideas for how we present different perspectives. In a couple of months I want to be able to come back to you and say, “Hey, Alex you’re a public personality, would you be open to having your news preferences be available to any nearby user, so they can see the world the way you see it?”

Oh that’s interesting.

I often have diametrically opposite viewpoints on my screen. I like looking at CNN on one side and Fox News on the other side and going, “This is the same country, this is my country. Let’s see what’s here.” It goes back to this thing of — you have choice and we should make it possible for you to exercise choice in different ways.

I was going to ask you the filter bubble question but you preempted me. The most basic layer of this is to pick your news sites. But then one level deeper than that is starting to pick viewpoints — do you want the left or the right view?

Or, do you want a particular person’s view? We relate to people we don’t relate to abstract concepts. So, you want to see the world that Alex does, or David Brooks? To me that’s super cool. We are a signed-in product, we are a subscription product, I’m not ashamed of either of these. I believe capitalism should enable great products at scale, so I don’t think of ourselves as creating somehow this elitist premium product. You pay for it but that makes the product better, that allows us to serve you better. And along the way we want to be able to build the features that make the product your own.

Could any of this stuff happen at Google? Because I imagine Google allowing people to customize the publishers that they get, or making decisions about what type of publications to show, would be a little bit tricky…

Google can do anything. It’s an enormously powerful, enormously successful company. But then people ask me, “Why did you not want to do this within Google?” The answer is that sometimes principles have to be thought over from the ground up, and a successful company is necessarily and correctly hesitant about what it sees as heretical ideas. And so this is the reason why I felt it was really important that I press the reset button in my life. Some things are easy, but will Google ever really want to create a completely ads-free product in which you can customize everything? I say they can do everything, but at this point in their history with all the antitrust stuff, it is also going to look very odd if they were to do that right now. I think this is one of those classic cases where success hinges on a set of parameters that are going to become hard to change, especially after you achieve, what, $120 billion of success. That’s a lot of dollars speaking here.

When you talk about “heretical ideas,” would it be a heretical to bring this ads-free idea up inside Google?

I’ve done many of these things before. Even the move that we made to have desktop and mobile advertising be a single concept, we call this enhanced campaigns, this was like 2013, 2014….

Inside Google?

Inside Google. And it is just so hard to pull off because you have people that are wedded to one way of doing things. I was in charge of making all of the shopping property into a paid property. So, I’ve gone through these changes, but some changes are extra super hard.

I want to hear a little bit more about your personal story. We talked a little bit about how ads have started to fill up more and more of the Google page. This happened under…

My watch.

So did it happen slowly where you started to say, “Maybe this isn’t the right way to do search,” or did it happen all at once?

I was the exec in charge of many of the increases in ad load, there was an expectation of a certain amount of growth, there were a set of techniques that were available for how you increased growth, you’re always very thoughtful about the trade-offs implied by growth. There came a certain point in time that when it came to the overall ad ecosystem I said, “I don’t want to be working on that anymore.” I’m an accidental ads person, I had nothing to do with ads before I joined Google. I joke to people, my first boss found the word “database” in my resume and sent me to work on the ad system, that was the reason why I’ve worked on ads for 15 years.

If you look at the math of how Google works, a vanishing fraction of people work on Google search…The size of the Google Ads team and the Google Ads product team dwarfs that of the search team.
Sridhar Ramaswamy
Neeva CEO, former Google Ads boss

This idea of Neeva came later. We love the problem, with a different model it can be a powerful differentiator. I started the subscription business initially as, “This is the best way to provide alignment between you, the customer, and as the provider.” But then you learn all of these other qualities that they bring. 100% of your team is focused on creating the product. If you look at the math of how Google works, a vanishing fraction of people work on Google search. And you would think like, “How can that be?” But that’s the reality, the size of the Google Ads team and the Google Ads product team dwarfs that of the search team.

The Google ads team’s bigger than the search team?



And if you take the ads business team and the ads product and engineering teams, they’re way larger than the search team.

Obviously people are going to look at it as competitive to your old employer. Did you worry about relationships there or how it might be received? What has the feedback been from your former colleagues?

I obviously do worry about it, I have a lot of close relationships with a lot of people at Google. And I would roughly say that feedback falls into two buckets, one set of people that go like, “Yeah, we understand why you’re doing this and why you didn’t think you could do this within Google.” And a different set that goes, “We wish, really, you had done this within Google because if anyone could have changed what Google was, it should have been you.”

Both are reasonable points of view and there are some people that don’t just want to deal with it, this is all too much for them, and I respect those points of view but at some level one has to be driven by what one sees is the right, long-term outcome. I personally do not think of ad-supported free products as being good for consumers, good for our country in the long term, because it is very hard for them to stay true to what you and I want, as users, and as customers of these products.

That conflict of interest is just really, really unavoidable. And the fact of the matter, Alex, is that while at one level the products are free, all the benefits of scale for products like this, they go to the creator of the product, they don’t come to you and me. When it comes to Neeva, for example, I talk about charging a subscription of like $5 to $10 at most per month.

Okay, so we got the price…

And as we gain scale I expect the product to actually get cheaper over time. When you start with a free product the product does not get any freer for you, all the benefits of scale go to the creator of the product. So, in many ways, I actually see these as not even working with the same principles of capitalism that’s worked so well for us as a country, and honestly as a globe, for the last 100, 200 years. And so we think a back to basics of, “You’re the customer you pay for the product, in the long term it’s going to give us better products than free products that basically they all charge the advertiser.” And do you know who then turns and gives you and me a higher price?

The advertiser.

They’re the retailer, they are the merchant. And in ecommerce, by the way, it’s well known that a marketplace can squeeze out between 15 to 20% of GMV..

Which is?

The Growth Merchandise Value. If you run a marketplace and…you’re selling goods worth $1 billion, you can extract between 15 and 20% of that as an ads tax just by showing ads on top of that marketplace, but it comes from the users, that customers of the marketplace, you and me. So, this whole fallacy that ad-supported products are good because they give everything else to us for free is just what it is, it is a fallacy. You and I are paying just indirect place and not knowingly.

One of the things that’s been left unsaid through this whole conversation is that with search you just type in your intent, you don’t really need to be tracked, and the advertiser goes in and tries to match their ads with the keywords you type. They don’t really have to know who you are. And in fact, a lot of people would say that Google search ads are the least invasive of all ads online…

First of all, there’s no limit to how many ads can be shown to you. By the way, it is perfectly legal under current interpretations of antitrust, for the entirety of a search result page to only have ads. It’s perfectly legit. And the fact that so much of your attention is taken by these ads and you have to make a conscious effort to get past them, is a subtle and indirect tax. All of us are more susceptible to having our choices influenced than honestly any of us wants to admit, and so how are choices presented to you?

We’re very suggestible.

How are choices presented to you has a huge influence. And so the fact that you have to go through reams and reams of these affects you, even if you think it doesn’t affect you. I tell people, “I eat what I keep on the surface on my kitchen.” I think I’m full of self-control but, honestly, I just see what’s out there, over the long term. So, I think there is that effect.

The other thing to keep in mind is that keeping track of conversions, wherever they happen on the internet, having all of the data come back to Google, come back to Facebook, is the core part of ads technology. And it is then very difficult to then say that this information is not going to be used to serve ads in other places.

To give you a concrete example, your searches can be used to show you ads on YouTube, they can be used to show you ads on Gmail. And so there is really no limit to how information gets used, and this is one of the reasons why we are so adamant about having these core principles for Neeva. Your data is yours, we are not going to profit off of the data, other than in creating the service that works for you.

Yeah, there used to be a firewall between what you searched for on Google and the search ads you were shown, and the rest of the business, Eventually was broken down. How did that happen?

It is a very long and very complicated topic, but…

Give us the Cliff Notes.

The Cliff Notes is roughly that whenever you were signed in across different Google properties, it was always okay for that information to get moved around to show you ads, that was always part of the equation. There were boundaries that were kept between what happened outside Google and what happened inside Google, but information always flowed into Google via the various conversion tracking pixels that there were.

Last thing we should talk about is the fact that Google is under some antitrust scrutiny right now, because of the way that it’s iced out businesses like yours. The Department of Justice is suing Google over how it’s paying Apple billions of dollars a year to be the default on the iPhone and iOS. Is it intimidating to you to try to go up against Google now knowing the tactics? 

Choice is important. Search is the gateway to information for tons and tons of people. So, when it comes to Google and search, yes I worry about just getting in front of users. We understand that we have a lot more to build — whether it’s in terms of personalization or the 1,000 features that people have — but I can tell you with a straight face that there is also an amount of joy that people get when they use Neeva, that feeling of relaxation, “Oh wow, I’m not getting stressed out by lots of stuff,” is also very real.

So, I worry about having the chance to get in front of you, to get in front of 100 other people like you, and say like, “Hey, give us a chance. If you think it’s worthwhile pay, If not that’s also fine.” To me that is the important part, and the DOJ case at least gets to the heart of it, which is, how does a monopoly not prevent others from even being able to compete? It is a fair chance that I want for you.

The DOJ is taking on Google in terms of its search distribution deals. Where do you think this all leads? Because these hearings could go on forever, the cases could go on forever, but do you as a business owner that could really use a little bit of help, anticipate it’s ever going to show up?

The scrutiny helps, I think it heightens awareness that these are real issues. Do I expect an actual outcome in this? No, not anytime soon. But the scrutiny helps, it gives us that little bit of a chance.

Feature Image Credit: Krisztian Bocsi | Bloomberg | Getty Images

Google’s senior vice president of advertising and commerce Sridhar Ramaswamy

By Alex Kantrowitz

Alex Kantrowitz is the founder of Big Technology, a weekly newsletter and podcast that cover the inner workings of Amazon, Apple, Facebook, Google, and Microsoft. He is also a CNBC Contributor.

Sourced from CNBC

On the Internet, ads support businesses like Google, which give people around the world free access to information. Ads also help media companies, publishers, and small businesses draw attention to their offerings.

But the ad industry today—Google included—is facing an erosion of trust. Some 72% of Americans feel that almost all of what they do online is being tracked by advertisers, technology firms, or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Centre.

It is understandable that consumers feel this way, given how hard it is to follow how individual data is shared these days. Now, increasingly, we’re seeing government respond to people’s demands for privacy, with the enactment of Europe’s General Data Protection Regulation (GDPR) and U.S. state laws governing consumer online privacy.

It’s become clear that the ad-supported web needs to evolve to better support privacy and restore trust. We need to rethink the type of tools we have relied on to fund the open web, like third-party cookies—bits of code that help advertisers track people across the Internet.

It would be easier, in the short term, for advertising companies to put our collective heads in the sand or make minimal changes based on data privacy regulations. But these approaches will continue to degrade trust with users and spark concerns from regulators. To move forward as an industry, we need to take bold action.

The largest browsers, including Chrome, have either already phased out third-party cookies or are in the process of doing so. Last month Google announced that once these cookies go away, we will not replace them with new types of identifiers that are being created to enable the same level of individual tracking.

At Google, we’re choosing a new path toward privacy-cantered advertising. Instead of tracking individual users across the web to determine their preferences, as we had previously done, we’ll now rely on other methods to determine which ads to show them.

The centrepiece of our strategy is the Privacy Sandbox, a group of new technologies built in collaboration with others in the web and advertising communities. Its goal is to help protect individual privacy and restore trust in ads. Without ads, the web could become a series of paywalls, limiting access to content to those who can afford to pay for it.

With the Privacy Sandbox, we’re putting a great deal of effort into keeping individuals anonymous by observing their behaviour and placing them in large groups of people with similar interests—but not based on who they are. Advertisers can then serve ads based on those groupings, instead of targeting people individually.

It’s like going to a county fair—the vendors don’t know who you are, but they know lots of people will be looking for art, food, or gifts, and so they set up their booths to serve that audience. The advertisers trying to reach funnel cake fans can’t see who exactly in the crowd is seeking out funnel cake, and they don’t need to.

This innovative technology, and others like it, shows a path where relevant advertising and ad-supported content can coexist with a private and secure experience for people browsing the web.

To ensure we’re successful in this new approach, we’re already collaborating with the advertising industry, including groups such as the Partnership for Responsible Addressable Media and the Interactive Advertising Bureau, as we work to create industrywide user privacy standards.

We hope other ad-supported companies will join us. It’s already been encouraging to see support from ad leaders including Unilever, Nestlé, Mondelez, and PMG as we collectively take action to restore individual privacy.

Today, individuals are tracked closely by many companies—including Google—as they travel the web. If an ad has ever followed you around, even after you’ve purchased a product, you’ve experienced this first-hand. Through the Privacy Sandbox, we’re encouraging a shift away from this approach.

Internet access is for everyone. Privacy should be too.

Feature Image Credit: ljubaphoto/Getty Images

By Jerry Dischler

Sourced from FORTUNE

By David Murphy

In an online world in which countless systems are trying to figure out what exactly you enjoy so they can serve you up advertising about it, it really fucks up their profiling mechanisms when they think you like everything. And to help you out with this approach, I recommend checking out the Chrome/Firefox extension AdNauseum. You won’t find it on the Chrome Web Store, however, as Google frowns at extensions that screw up Google’s efforts to show you advertising for some totally inexplicable reason. You’ll have to install it manually, but it’s worth it.

It’s no secret the internet is packed with companies eager to figure out everything you do, everything you like, and what things you like more than the other things you like so you can be shown advertising that will remind you to buy and do those liked things. Such is the way of the online world — the price we pay to access content freely.

You can try to combat data-collection in all kinds of fun ways, including manually blocking or clearing the data companies have on you and preventing yourself from being tracked as much as possible with various adblockers, anti-tracking extensions, and privacy-themed browsers, but considering the number of systems out there tracking you, those methods can only be so effective.

AdNauseum works on a different principle. As Lee McGuigan writes over at the MIT Technology Review:

“AdNauseam is like conventional ad-blocking software, but with an extra layer. Instead of just removing ads when the user browses a website, it also automatically clicks on them. By making it appear as if the user is interested in everything, AdNauseam makes it hard for observers to construct a profile of that person. It’s like jamming radar by flooding it with false signals. And it’s adjustable. Users can choose to trust privacy-respecting advertisers while jamming others. They can also choose whether to automatically click on all the ads on a given website or only some percentage of them.”

McGuigan goes on to describe the various experiments he worked on with AdNauseum founder Helen Nissenbaum, allegedly proving that the extension can make it past Google’s various checks for fraudulent or otherwise illegitimate clicks on advertising. Google, as you might expect, denies the experiments actually prove anything, and maintains that a “vast majority” of these kinds of clicks are detected and ignored.

Frankly, I’d give the extension a try. Worst case, it doesn’t do anything. Best case, you find that the various ads you’re seeing around the web aren’t really specific to anything you’re interested in — at least, not as much as before, when you swore “Facebook was listening” because you saw an ad in your feed for something you talked about with a friend the day prior.

Once you’ve installed AdNauseum, you’ll be presented with three simple options:

Screenshot: David Murphy
Screenshot: David Murphy

Feel free to enable all three, but heed AdNauseum’s warning: You probably don’t want to use the extension alongside another adblocker, as the two will conflict and you probably won’t see any added benefit.

As with most adblockers, there are plenty of options you can play with if you dig deeper into AdNauseum’s settings. For example, you can customise your filter lists and add or remove anything you want, in case you’re running into issues with adblocks (or need to block more):

Screenshot: David Murphy Screenshot: David Murphy

You can also adjust how often AdNauseum “clicks” on ads you’re served under its general Settings menu:

Screenshot: David Murphy
Screenshot: David Murphy

I confess, I couldn’t get AdNauseum to produce effective results on my Firefox installation — nothing appeared “clicked” in my vault — but the extension’s adblocking capabilities worked wonderfully. However, I have a pretty unique adblocking setup at home, which could explain my issues.

AdNauseum may not be the be-all, end-all solution to thwarting online advertising, but it is an incredibly useful adblocker — a fork of the ever-popular uBlock Origin — so it doesn’t hurt to give it a whirl. If you like it, great. If you don’t, there are plenty of other tools you can try to fight online advertising — or at the very least, to prevent yourself from seeing it, even if you’re still being profiled by a thousand sites and services every time you load a web page.

And note that AdNauseum still (theoretically) generates revenue for the sites tracking you. That in itself might cause you to adopt a nuclear approach vs. an obfuscation-by-noise approach. Your call.

By David Murphy

Sourced from lifehacker AU


It’s no secret that Google Ads (formerly known as Google Adwords) and Facebook Ads have a long-standing rivalry. What is it about these two platforms that cause so much discussion? And how do you choose which platform to utilize for your business?

When it comes to your ROI (return on investment), it’s essential to make sure you invest in the right platform to generate ad revenue. Digital marketing experts are no stranger to this question, but the response is almost always the same; it depends on your company and your target audience!

Both options are great, and depending on your business objectives, one may be a better fit for your budget. In this ever-changing world of digital marketing, it’s helpful to invest in the right ads. If you’re ready to invest in one of these platforms and finally choose a side in the Google Ads vs. Facebook Ads debate, this article is a must-read!

Google Ads vs. Facebook Ads: Why the Debate?

In reality, there isn’t a “better” option, because both platforms perform differently from each other and bring their unique benefits to the table. Some more specific questions to ask are:

  • What is my available advertising budget?

  • Which one is better for reaching my target audience?

  • What stage of the buyer’s journey am I trying to earn?

Most internet users regularly use both of these platforms. Depending on the age, income range, lifestyle, and other factors that make your audience unique, one may be better at investing your budget. But, what other factors are important to increase your ROI? When you take a look at what makes these platforms unique, and the Google Ads vs. Facebook Ads cost, it can become easier to make your decision.


Customers have more choices now than ever before, as businesses worldwide create websites for their businesses. To be successful, you need to change how you find, deliver, and retain customer interest at each stage of the purchasing funnel.

The different types of campaigns you can use with Google are:

  • Search Network Campaigns

  • Display Network Campaigns

  • Google Shopping Ads

  • Video Campaigns

  • App Campaigns

Google has been instrumental in facilitating these changes by implementing their PPC (pay per click) advertising approach that uses your industries keywords to charge you only for the clicked ads. Also known as paid ads, this technique can be efficient or expensive, all based on your industry. Other search engines use methods, but Google is the most popular and successful option available for this type of marketing.


While Google Ads focuses on paid search, Facebook Ads are all about paid social. Your target audience’s behaviors and patterns are what make social advertising so effective. Through Facebook, your customers can connect with other consumers, voice their personal experiences with your company, and stay up to date with your business.

The different formats of ads you can use on Facebook are:

  • Video

  • Photo

  • Slideshow

  • Carousel

  • Dynamic Product Ads

  • Lead Form Ads

Over 180 million businesses use Facebook for their business advertising or to connect with customers. Like all things on the internet, other social media platforms like Instagram and LinkedIn Ads are quickly becoming valuable tools for business owners around the world.

How Does Each Platform Benefit Your Business?

What are the different benefits each of these platforms offers your business, and what are the different options available? When it comes to brand awareness, sales generation, and more, this list of top three perks for each has you covered!

The Benefits of Google Ads:

  1. You can bid on millions of keywords to get your ads to rank higher, reach new people, increase your exposure, and more.

  2. Earn higher SERP (search engine results page) ranking by creating relevant ads. Money doesn’t buy the top advertising spots, so any sized budget can allow you to compete with top brands for customers.

  3. Google uses search and display networks to help you create ads that will appear in search results. The variety of options that can help you generate more leads.

The Benefits of Facebook Ads:

  1. People share tons of information about themselves on Facebook, like interests, beliefs, hobbies, and more. You can use this natural transference of data to target the people most likely to shop with you.

  2. Once you have a database of the people most likely to shop with you, you can import that data to Facebook and target those people with your ad campaigns.

  3. A critical part of successful advertising is your conversions. Earning sign-ups, sales, subscriptions, followers, leads, and whatever else matters to your business will help you succeed.

So, Which Platform Has the Best ROI?

It’s clear that there are benefits to advertising on both platforms, but what matters at the end of the day is your ROI. In the great debate of Google Ads vs. Facebook Ads, it comes down to which one will bring you the highest return.

Theoretically, if you took two campaigns in the current market and ran them for 30 days to gauge their performance, specific trends may start to appear. Both Facebook and Google are focused, in this instance, on earning memberships for a gym:

  • The Facebook option earned 103 memberships and had 150,000 impressions, but had an $11.00 cost per conversion.

  • The Google option gained 200 memberships at an impressive $4.00 per conversion and collected useful data about the types of ads that worked best.

While Facebook looks like the more expensive option, you can’t deny that a large number of impressions could lead to a higher long term return. The best social media platform campaign is truly based on those valuable impressions and regularly reminding your audience that you can help them solve their problems.

Where to Start

Your business and industry will heavily weigh which platform would be best for your business. Rather than Google Ads vs. Facebook Ads, consider instead what your company needs and where you can reach your target audience.

For more information about digital marketing, contact our experts at Trigger Media & Digital. For more industry insight about social media and internet advertising, check out the other articles on our blog.


Sourced from Trigger Media|Digital


It is a known fact: That advertising through social media is the trend in creating a buzz for different businesses.

But do you ever wonder how these form of advertising gets done?

Well, wonder no more since there are advertising apps for Android devices that will teach you how to sell your products or contents in a much better way.

Here’s the thing…

Business management is not as easy as you think it is since it takes a lot of time and effort to create a successful business. So, it’s such great news that there are now apps that can help you in your business ventures.

There’s nothing wrong with traditionally managing a company if that is what you prefer. But, knowing that there are apps that can make your management process much quicker and easier is such a relief, and there’s no shame in using those applications.

But how do these advertising applications work?

Well, you create some form of an advertisement like a picture, a video, or a gif with these advertising apps. Then some of these apps might also question you about a bunch of information that can help your advertisement’s reach. It will ask your goal, target location, budget, and more. There are also a few of these apps that will let you know the stats of your advertisement like if your ad is gaining the traction you expect it to.

Cool, right?

Now, we know how hard it can be to look for the most suitable apps for yourself. It can take too much time to check out all the available applications on the market. So, to help you with your search, we curated this list of the best advertising apps for Android devices. Without further ado, let’s get to it.

The Best Advertising Apps for Android Devices

Advertising is an essential part of the business, and there are tons of ways to execute it. Now, with the technological advancement that’s happening, it is no wonder that there are now businesses that use social media as their medium for advertising their products. And to make it even more convenient for companies, there are apps that they can use for making these ads.

So, if you are one of those people that are looking for the best advertising apps for Android, then look no further, and let’s get started.

  1. Campaign Making in the App

    But, those are not the only great things you can get from this app.

    The Google Ads app offers companies to see the statistics of their campaigns in real-time. It shows the impressions and clicks it gets from viewers. The app even gives high-impact recommendations on how to optimize the ad’s performance. Nifty, right?

    And if you are not satisfied with your pitch’s traffic, then you can call or chat Google Ads’ support. This way, you can get an expert’s opinion in improving your ad’s performance by giving strategic insights.

    advertising apps

    Categorizing of the Campaign and Setting of Budget

    Note: Contains in-app purchases.
    download advertising apps on google play

  2. Online Ad Maker for Google & Facebook Ads

    advertising apps

    App Logo

    If you are looking for a stylish ad maker that is in with the mass currently, then this is the app for you. This online ad maker for Google and Facebook is produced by Desygner Pty Ltd.

    I have to be honest that in my experience, as you create an online advertisement for your product or business, you might have a hard time on how to start. You may have a gist of what you want it to look like, but do not know what to do first. Well, if you also experience this, then this ad making application is right for you.

    advertising apps

    App’s Homescreen

    The app helps users to create a picture advertisement for their products. It gives templates or blueprints of easy to do and pleasing to the

  3. Google Ads

    google ads

    App Logo

    Google Ads is an advertising application offered by Google LLC to business owners. With this app, you can create and keep track of your online campaigns on the go.

    This application gives businesses a chance to create their own advertisement on the Google site. You can choose what are the headlines you want for what you want to sell. Once you have decided what the announcement would look like, then you can add a link that would lead to the item or product you are advertising.

    After choosing and placing all the necessary text for your ad, you can choose how much you want to pay for it. How much you pay will equate to the estimated number of clicks and reach you can get for your advertisement.

    advertising apps

Campaign Making in the App

But, those are not the only great things you can get from this app.

The Google Ads app offers companies to see the statistics of their campaigns in real-time. It shows the impressions and clicks it gets from viewers. The app even gives high-impact recommendations on how to optimize the ad’s performance. Nifty, right?

And if you are not satisfied with your pitch’s traffic, then you can call or chat Google Ads’ support. This way, you can get an expert’s opinion in improving your ad’s performance by giving strategic insights.

advertising apps

Categorizing of the Campaign and Setting of Budget

    1. Note: Contains in-app purchases.
      download advertising apps on google play
  1. Online Ad Maker for Google & Facebook Ads

    advertising apps

    App Logo

    If you are looking for a stylish ad maker that is in with the mass currently, then this is the app for you. This online ad maker for Google and Facebook is produced by Desygner Pty Ltd.

    I have to be honest that in my experience, as you create an online advertisement for your product or business, you might have a hard time on how to start. You may have a gist of what you want it to look like, but do not know what to do first. Well, if you also experience this, then this ad making application is right for you.

    advertising apps

    App’s Homescreen

    The app helps users to create a picture advertisement for their products. It gives templates or blueprints of easy to do and pleasing to the eyes ads. And if you have no idea which size to use for your banner, then worry no more. This app has the right sizes for Google and Facebook ads. You just have to select which site and size you want, and you’re ready to go. Also, if you already made an ad but only wish to resize it to fit Google or Facebook, then you can also do that using this. Isn’t it cool that with just a few clicks, you can now create an effective advertisement?

  2. Note: Contains in-app purchases.
    download advertising apps on google play
  3. Microsoft Advertising

    advertising apps

    App Logo

    Are you one of those people that can’t seem to help but check if there are outcomes immediately? Well, I am guilty of being one. So, knowing that there is an app that can help me with checking my campaigns while I’m on the go is such a relief. Microsoft Advertising is an application offered by Microsoft for businesses that want to be updated with their ads’ performances.

    advertising apps

    Advertisement Statistics

    With this app, you will know the real-time stats of all your ads. It shows you if the amount of money you spent is worth all the clicks you gained from the ad you made. So if you see that your ad is not gaining traction using this app, you can take the actions you think are necessary immediately. Microsoft Advertising also has a notification feature that would let you know if there are big updates or issues with your ads.
    download advertising apps on google play

  4. Gainbuzz: Buy/ Book Advertising Space Online

    advertising apps

    App Logo

    Are you having trouble deciding whether to use a physical ad or a digital one? Well, with the Gainbuzz app, you can do both. Gainbuzz is a booking application for advertisement spaces online and offline.

    The Gainbuzz app lets business owners book advertisement spaces available in their area. You only have to provide your location and Gainbuzz will provide results of spaces available for you. The app also gives insights on how much your ad can reach if you place it on those places. You can choose your market and the kind of ad you want to place.

    advertising apps

    Gainbuzz Homescreen

    The app is easy to use since there is a step-by-step tutorial on how to use it. And you can choose how much money you will be spending on your ads. So, if you are low on budget, then you can specify the amount you are willing to spend.
    People Also Want To Ask
    download advertising apps on google play

    People Also Want To Ask

    What are the best free advertising apps for Android devices?

    All of the applications mentioned on the list we curated in this article are free advertising apps for Android devices. Although, most of them have some in-app purchases for when you want to make better ads and earn greater traffic.

    Now, if you want to know what the best one is, then we recommend the Google Ads. The application is quick to learn and easy to use. But in the end, you are the one who’s going to chose which application is the best for you and your company. So, we suggest that you look into the pros and cons of every app.

    How much would it cost to use an effective advertising app for Android?

    The average cost of ads you can post on most social media sites is, generally, $2.00 per day. With that amount you are sure that your ads will show on the website you like. But if you want to gain more traction on your ad, then you should increase the budget for your online ads. Still, you are the one that is going to decide what is most suitable for your business. So, it is better to look at your own stats and see how much you should be spending on advertising.

    To Sum It All Up

    If you own a business and trying to find a way to advertise a product, then an advertising application is what you need. These apps can help your business boom with just a few clicks here and there.

    Now, all of the apps listed above are the advertising applications we found to be the best in gaining traffic with small effort. All of them are easy to use and can be learned quickly. So, with minimal to no trouble at all, you can now create an ad for your business in only a few minutes.


Sourced from Joy of Android


Google Ads is making parallel tracking available for video campaigns, which is optional for now but will soon become mandatory.

Parallel tracking is designed to improve mobile site speed by bringing visitors directly to the landing page while measuring the ad click in the background.

Due to the importance Google places on site speed, parallel tracking is already mandatory for Search, Shopping, and Display campaigns. As of March 30th it will also be mandatory for all video campaigns.

Google emphasizes the benefits of parallel tracking:

“Your mobile site speed matters now more than ever. In fact, retail advertisers saw that a one-second delay in mobile load times can impact conversion rates by up to 20%… On average, we’ve seen that advertisers who adopt parallel tracking have reduced page load time by up to 5 seconds.“

How to Turn on Parallel Tracking

Advertisers can turn on parallel tracking by following the steps below:

  • Sign in to your Google Ads account.
  • In the navigation menu, click All campaigns.
  • In the page menu on the left, click Settings.
  • Click Account Settings.
  • Click Tracking.
  • Click the switch next to “Parallel tracking” to turn it on.

Before turning on parallel tracking, Google advises advertisers working with a click measurement provider to make sure their system is compatible with it.

Compatibility with parallel tracking will vary based on which features are enabled. A click measurement provider will be able to advise on what to do if there is an incompatibility.


Matt Southern has been the lead news writer at Search Engine Journal since 2013. With a degree in communications, Matt … [Read full bio]

Sourced from Search Engine Journal

By David Miles

Google Ads is an online advertising platform which you can use to drive potential customers to your website when they are searching on Google for the products or services you sell. Google Ads was launched in 2000 and was originally called Google AdWords.

Google Ads is a way of getting your website to appear in Google search results. But it’s different from search engine optimisation (SEO). SEO is about getting your website to rank highly in the organic search results on Google through a mixture of hard work and good fortune, whereas Google Ads is about paying Google to include your website in their search results.

So how does Google Ads work? Well, the key thing about Google Ads is that it is a pay-per-click (PPC) advertising system. This means that you only have to pay Google if someone clicks on your advert to visit your website, unlike traditional print or broadcast advertising where you pay the publisher for your advert to appear even if it gets no response.

The Google Ads PPC adverts appear on the Google search results page at the top and bottom of the page, above and below the organic results. On a standard desktop display, there are usually up to seven ads on each page – four at the top and three at the bottom.

Here are my top three reasons why you should be using Google Ads if you want to grow your business (even if you are already doing SEO):

  1. It’s the only way to get to the top of Google

Because Google puts up to four adverts above the organic results, that means that even if you are really successful with your SEO and get to the top of the organic results, there could still be up to four paid listings above you. Basically, money talks. So if you want to get to the very top of the search results, Google Ads is the only way to do it.

  1. Instant results

When you advertise on Google Ads you will typically appear in search results within a few hours of going live. Compare that to SEO, where it usually takes three to six months to start any meaningful results.

  1. Get more traffic and more conversions…

A 2019 survey found that 63% of people will click on an advert on Google (so don’t be put off by those people who tell you they never click on the ads), which means Google Ads is a great way to get more traffic to your website. And, according to Unbounce, people who visit your site via these ads are 50% more likely to purchase something than people who find you via the organic listings.

According to Google’s introductory guides and videos, setting up a successful Google Ads campaign is easy.

First you choose your keywords. These are the words or phrases which will trigger your advert to appear when someone types them into the Google search bar. Your keywords need to be the type of terms that you think will be searched for by a potential customer. So, for example, the keywords for a website selling clothes might be things like:  dresses, bow ties, leather gloves, school shoes, short sleeve shirts, black jeans, scarves, etc

Then you tell Google your maximum cost per click (CPC) – i.e. how much you are willing to pay for each click on your advert. Google Ads works on an auction basis, so the amount you bid is one of the things that will affect how good an ad position your get. Generally speaking, the higher your bid, the higher up the page your ad will appear.

Having chosen your keywords and set your bids you then have to write your advert copy. The ads have tight limits on the number of characters you can use, so it’s important to get your message across succinctly.

Finally you need to ensure that each advert points to the most relevant landing page on your site so as your visitors always get straight to what they are searching for.

When you summarise it like that, it sounds like setting up Google Ads is pretty simple. But there’s a problem…

Google might earn more from your ads than you do!

Yes, that’s right. If you follow the default options and don’t take the trouble to explore some of the more advanced features of Google Ads, then you’re likely to end up spending a lot of money on clicks and getting little back in return.

I don’t work for Google and I don’t want you to give them more money than you need to. So I’ve published a short book that explains how to set up your first Google Ads campaign correctly and I’m giving it away to readers of this blog.

To find out more and to download your free copy just follow this link to 7 Simple Steps for a Successful Google Ads Campaign.

The free guide will have you up and running on Google Ads in under an hour and, by the end of today, you’ll have a new source of potential customers coming to your website.

By David Miles 

By Laurie Sullivan

Google Ads Performance Planner, a planning tool that predicts the impact of campaigns on conversions and clicks, is based on billions of search queries and auction data updated every 24 hours. The planner, which Google announced at Marketing Live, became available this week.

The Performance Planner identifies the best budget amount to spend for campaigns to drive incremental conversions. On average, Google has seen advertisers drive 43% more conversions by using the tool, according to Ahmad Ismail, product manager at Google Ads.

“Let’s say you have a $92,000 monthly budget across 100 Search campaigns,” Ismail wrote in a post. “The planner will recommend how to distribute that $92,000 across those Search campaigns to maximize conversions and project results from these changes in your forecast.”

He explains how advertisers can use the planner to try other adjustments such as different spend levels and CPAs by clicking on various spend points to see how results change the conversions.

“For example, you can see the difference in conversion volume you could receive at a $12 CPA against a $20 CPA,” he wrote.

The planning tool allows advertisers to create a plan to see forecasts for campaigns, explore forecasts by adjusting different campaign settings, and quickly implement changes to the plan.

Among the benefits, marketers can identifying the campaign’s projected monthly and quarterly performance, as well as gain suggestions that can help campaigns perform better for the same spend.

The tool was announced at Google Marketing Live.

By Laurie Sullivan

Sourced from MediaPost


In my opinion, every single paid search campaign should be a remarketing campaign.

Gasp, I said it.

Should, not could.

Should, because if you have a remarketing strategy using “Target and Bid” audiences with both positive and negative audience bid modifiers you can shape your remarketing strategy to drive traffic across the decision journey.

Now, let me take a break here, because that was a mouthful – and over the remainder of the article I’m going to unpack what this means and five tips that will help you do this.

The variety of remarketing tactics available within paid search today are growing from the remarketing list in search ads (RLSA), to customer match, custom audiences, similar audiences, like audiences all the way to in-market audiences.

In order to take advantage of most remarketing tactics, you need to have tracking set up.

  • Google Ads: You either need Google Analytics or the Google remarketing tag implemented.
  • Bing Ads: You need to have Universal Event Tracking (UET) set up for your account. UET tracks conversion goals and target audiences with remarketing lists.

Once a customer has engaged with your website in one way, shape, or form, you can use a remarketing campaign to make sure that you’re messaging correctly, because the average consumer engagement is going to involve more than one touch before they actually make the purchase.

Use that space between in a strategic way to guide targeted customer segments in the right direction – all you have to do is capture the data.

The power behind remarketing is the ability to overlay audience data on top of search campaigns and the targeting capabilities that come with it.

Using “bid & target: option for audiences allows you to overlay your audience data on to your search campaigns, and adjust everything from keywords, to ad copy, to landing pages, to your bid strategy based on the user data and intent.

Why You Need to Understand Your Funnels to Create Great Remarketing Campaigns

Before I dig into the tactical steps behind creating a remarketing funnel, here’s an example that characterizes what remarketing is and how it can be used to drive a customer’s purchase cycle.

Let’s say you are an online retailer selling tickets for sporting events. I go to your website looking to purchase tickets to a Seattle Seahawks game.

I go through various pages on your website, looking at different games, availability of seats, and even add a set of tickets to my cart for a game, but before completing the transaction I pull the plug –  no sale.

Based on my time spent on your site, you can pull different bits of information and use that to continue to reach me as I continue my shopping journey across the web.

You already know I had some level of purchase intent, so the next time I’m online searching for Seahawks tickets or tickets to an upcoming event, you could go back and remarket that exact game and seats I added to your cart, using the game day details, ticket prices, seats, etc. to make a very targeted ad, specific to me.

5 Tips to Create Amazing Remarketing Campaigns & Funnels

1. Understand & Optimize the Time Constraints Related to Consumer Purchase Cycles Then Adjust Your Membership Duration Accordingly

When you create a remarketing list, you’re allowed to set a membership duration timeframe (or look back window) for how long a person’s cookie remains in your marketing list.

Many marketers leave this set at the default setting of 30 days; however, marketers who are using search for demand generation will create lists with unique look back windows based on the purchase or lead gen cycle.

Here are a few ideas to consider with setting the remarketing window:

  • For awareness and brand campaigns, I typically recommend setting a longer look back window.
  • For ecommerce and lead gen campaigns, I typically recommend setting the look back window to 10-20 percent beyond the time frame of the average purchase cycle, to include those who may take a little longer to make their purchase.
  • For campaigns related to products and services that are perishable (like travel, entertainment, tickets, etc.), you’ll still want to use purchase window tied to the expiration date.

For instance, let’s go back to the Seahawks game.

I know the date of the game (let’s say it’s on December 30) so I know that any tickets I don’t sell by 1 p.m. PT on December 30 are perishable. If today is December 1, I would set my membership duration to 29 days.

If you don’t know the specifics about your purchase cycle to understand what timeframe to set your membership duration, get insights from your analytics account.

In Google Analytics, go to Conversions > Multi-Channel Funnels, then Select Time Lag. This report shows how many conversions resulted from purchase paths by number of days in length. 

2. Create Multiple Audiences & Remarketing Lists Based on the Purchase Journey & User Behaviors/Actions

Here, it’s important to really understand the steps of your purchase journey and cycle. Based on those steps and stages, create unique audience lists.

I like to create a purchase journey map where I document:

  • What the step of the journey is.
  • How I’m tracking that specific step.
  • The list name.
  • My thought process for the different ways I am thinking about using that specific list.

For the Seahawks ticket example – I can create lists specific to the Seahawks, or their opponent, or CenturyLink Stadium, or potentially to each individual game date so long as that information is passed through the URL string.

Here are a few of the different types of remarketing lists I may create the following types of lists:

  • Visited Website
  • Visited the ticket page for Football
  • Visited the Seahawks Page
  • Visited the Select a Seat Page
  • Added Seats to Cart
  • Started Entering Billing Information
  • Completed Transaction
  • Created a new account
  • Logged into Account

Based on each of these specific on-site actions I could assign them to stages of the consumer decision journey.

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I could also start to figure out how I would change my search marketing strategy from including the keywords I would target, the ad copy messaging, the landing page, or even my bid optimization strategy, based on the action that the consumer took.

3. Adjust Your Consumer Messaging Based on the Audience List & Keywords Targeted

Once you’ve mapped out the purchase journey and what audience will align to each step you’ll need to figure out how to apply it to your search strategy.

Should you shift consumer messaging based on the keywords they’re searching and where they are at within that purchase journey?

This opportunity to shift your messaging could be one of many different things:

  • Ad copy can be customized based on products and services as the consumer goes down the purchase path. Pull in specific data such as pricing, quantity of products available, offers, etc. into your ad copy based on the audience list.
  • Use ad customizers like countdown messaging for promotions or events.
  • For abandoned carts, you could offer a discount or incentive to bring the consumer back to your store.

This is getting to the heart of how you may be planning on using the specific list.

Let’s go back to my Seahawks game day example. Because the Seahawks tickets are perishable, you may choose to use the countdown ad customizer to include how many days are remaining before game day – or counting down to the hours until the game starts.

Also, think about your ad extensions and how you can customize and leverage your ad extensions to be more specific about stage of the funnel and even where you might choose to land the visitor on the site.

4. Understand Your Landing Pages & Think About Conversion Rate Optimization

Think about where you would take someone if they’re in a different stage of the purchase journey.

How would you optimize your landing page and its content to make it more personal, more curated, and more relevant to that searcher?

In my Seahawks example, where would you choose to take a user is they came back after abandoning the cart and searched for “Seahawks tickets”?

You can set up an A/B test to two different landing pages for the same ad copy to see if you can impact conversion rate.

I would most likely run the test of sending them either to the page for the specific Seahawks game as well as the core Seahawks page.

If my site had the capability, I might also use a site link extension to call out the rough ticket price that was previously selected and take them to the “select a seat” phase of the purchase journey; and then use the additional site link extensions for the core Seahawks page or other upcoming games.

With audiences, you can test the ad copy and landing page elements to optimize to conversion rate!

5. Adjust Your Bid Strategy Based on Audience

Adjusting your bid optimization strategy for audience targeted campaigns is an often overlooked tactic.

Because you can assign audience lists at the ad group and campaign level, it means that you can adjust your bid optimization strategy, too.

Based on the past or previous engagements with the user, would you have a different ROAS/ROI or optimization target?

For instance, I’ve managed search campaigns where net new customers had a ROAS target of 125 percent versus existing customers had an optimization target of 250 percent.


Because while our existing bid models didn’t include lifetime value, we knew from our internal data that 20 percent of the new customers would become regular repeat customers, so we could be more aggressive to acquire net-new users.

Here’s the main takeaway:

If you’re trying to create an amazing remarketing funnel, it goes back to looking at your data and understanding consumer intent and behavior and then mapping that behavior and intent to your search campaigns.

From there you can customize just about everything when you are using the “Target and Bid” setting for audiences.

Without Data, We’re Just Making Guesses at a Customer’s Intentions

There’s a lot of great information available to you within your analytics account to essentially go down and create a ton of in-depth remarketing lists that can be layered on top of your search campaigns.

This gives you the necessary levers to pull for your keywords, ad copy, landing pages, and your bid optimization tools and tactics – and it should be a central part of your business’s sales strategy.

The world is your oyster, go forth and start creating ah-maz-ing remarketing campaigns.


Sourced from Search Engine Journal