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Old 6th February 2013, 08:48 PM
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Google AdWords overhaul: Good for Google, but businesses cringe

http://www.zdnet.com/google-adwords-...ge-7000010938/

With Google's cost per click (CPC) falling for five consecutive quarters---after eight quarters of gains---the search giant moved to upgrade its AdWords model, which happens to be the profit engine of the company. The catch: Advertisers may not like the changes because they lose a lot of granularity and visibility into campaign data.

In a blog post, Google outlined "enhanced campaigns." These campaigns are designed to bridge multiple screens---smartphones, tablets, PCs etc.---as well as consolidate reporting. In other words, the new AdWords, used by businesses everywhere, will be more mobile friendly.

The benefits outlined by Google include the following:
•Contextual data on device, location and time of day. One campaign will handle bid adjustments for all screens.
•Ads optimized for user context.
•And reports to measure conversion across devices.

What's the downside? One search engine marketing professional, who wanted to remain anonymous, said that Google's move is aimed at getting advertisers to pay more. The overall trend in recent quarters has been that advertisers have been paying less for Google inventory.

The biggest issue for this SEM exec was that Google is basically the only game in town. His working theory was that Google was essentially lumping desktop and mobile ads together to juice CPC rates to preserve its cash cow. After all, mobile rates are far lower.

His key points:
•Mobile has hampered CPC rates. Google has been telling advertisers to split out mobile campaigns and now has reversed because it had to.
•Now by bridging campaigns it has created a blind market where advertisers are expected to believe Google works in their best interests.
•The tools behind the enhanced campaigns---Smart Pricing, Google's algorithm to sniff out content that isn't valuable, and Enhanced CPC, where Google gets advertiser data in the name of better pricing---need work. This marketing pro said that Smart Pricing is "a running laughing stock" among Google search partners ranging from Ask.com to WebMD to others. Enhanced CPC is closer to being workable.
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Old 6th February 2013, 09:13 PM
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Re: Google AdWords overhaul: Good for Google, but businesses cringe

Nice catch...

Google and Baidu are playing catch up with mobile ad distribution models.
App and content publishers worldwide are selling their own inventory.

Even Android phones in China are stripped of Google services and zero rev . since the OS is free.

Desktop search and mobile search are contextually different.
Throwing the CPC into one bag means SEM's will work with other channels as they scale.
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Old 6th February 2013, 11:58 PM
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Re: Google AdWords overhaul: Good for Google, but businesses cringe

Quote:
Smart Pricing, Google's algorithm to sniff out content that isn't valuable
This is what really annoys me. If you're on a site that has "valuable" content, you're more likely to stay on that site than click an advert to try something else.

If you're on a site with little useful content (cough domain parking, cough) and you see an advert that appears to offer useful content, you're more likely to click it - and be happy when you get there.

Google's got it all arse-backwards, as per usual.

My old ebay listing sites used to be fast loading (no javascript bullshit weighing the page down) and had lots of visitors looking for relevant items (keyword domain names). Google canned adwords (due to "content value" I can only assume) and blacklisted them in their SE and then eBay got all tetchy about the same sort of "adding value"crap.

The world needs to round up all those with "business administration" degrees into a corner...
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Old 7th February 2013, 07:27 AM
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Re: Google AdWords overhaul: Good for Google, but businesses cringe

Quote:
Originally Posted by Drewbert View Post
This is what really annoys me. If you're on a site that has "valuable" content, you're more likely to stay on that site than click an advert to try something else.

If you're on a site with little useful content (cough domain parking, cough) and you see an advert that appears to offer useful content, you're more likely to click it - and be happy when you get there.

Google's got it all arse-backwards, as per usual.
From our perspective they have, but not from theirs - it's a simple way for them to keep more of the click rev.

Do their Adwords customers care how a person ends up on their website? Probably not - the route taken shouldn't affect whether they buy something or not.
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Old 7th February 2013, 08:11 AM
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Re: Google AdWords overhaul: Good for Google, but businesses cringe

there is some truth in the adding value stuff BUT it does not always apply.

in particular commercial terms. shoppers don't want content or read an academic article they want to buy stuff easy and quick. the more content you add the more distracting and harder to use the page will be.

this "no content is evil" has become a silly religion.

Last edited by 123; 7th February 2013 at 08:12 AM..
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Old 7th February 2013, 08:52 AM
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Re: Google AdWords overhaul: Good for Google, but businesses cringe

To be honest, I think this is likely to work in our favour.

IDN traffic is going to be increasing mobile.
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