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Impact of Organic Search Ranking on Search Ad Click Incrementality; AdWords Optimization Hangouts Video; Google wins IAB’s Mobile Rising Stars Contest

In a follow up to the 2011 Google Search Ads Pause research study — the company address two main questions: (1) how often is an ad impression accompanied by an associated organic result (i.e., organic result for the same advertiser)? and (2) how does the incrementality of the ad clicks vary with the rank of advertiser’s organic results?

With than in mind, the team analyzed 390 Search Ads Pause studies highlighted the limited opportunity for clicks from organic search results to substitute for ad clicks when search ads are turned off and found, on average:

Google Research Study: Organic search results and their impact on search ads

  • “81% of ad impressions and 66% of ad clicks occur in the absence of an associated organic result on the first page of search results. All ad clicks in these situations are incremental
  • On average, for advertisers who appear in the top rank organic slot, 50% of ad clicks are incremental. This means that half of all ad clicks are not replaced by organic clicks when search ads are paused
  • For advertisers whose organic search results are in the 2nd to 4th position, 81% of ad clicks are incremental. For advertisers appearing in organic position of 5 or lower, 96% of ad clicks are incremental,” Google informs.

For more information, you can read the full study here.

In other Google advertising news;

Google Wins IABs Mobile Rising Stars ContestFirst, the Interactive Advertising Bureau (IAB) recently named Google’s Rich Media Designs for Mobile a winning Mobile Rising Stars ad concept in their inaugural IAB Mobile Rising Stars competition.

“This makes Google’s mobile rich media products one of the first-ever mobile ad formats endorsed by the IAB,” Joseph Corral, Product Marketing Manager, Google Mobile Ads said in a blog post.

“The judging panel, consisting of over three dozen agency mobile experts from the creative, strategy, ad ops, and media ranks, were a tough crowd,” said Peter Minnium, Head of Brand Initiatives, IAB. “They wanted formats that were elegantly simple in design, but also featured robust capabilities. Those two qualities rarely co-exist. The judges found them together, though, in Google’s Rich Media Designs for Mobile and scored their ballots accordingly.”

Second, on Tuesday March 20th, Google for Nonprofits held a hangout on AdWords Optimization. The three main takeaways from the conversation were:

  1. Make sure to set a goal for your AdWords campaign before getting started
  2. Use conversion tracking to measure how successful your campaign has been at accomplishing your goal
  3. If you’ve limited time, download and use the AdWords Editor for offline editing and use the Opportunities Tab to find recommendations on improving your campaigns.

Watch the hangout video below:

Finally, AdWords team started a new “Help Desk Hangouts On Air Series” scheduled on every Wednesday at 11am PST to help learn about the tools that Google offers your business.

AdWords Help Desk Hangouts On Air Series

Today’s hangout is about using AdWords to introduce your business to new, potential customers. The topics will be covered around defining advertising goals, effective account structures, important metrics, and useful reports and features to help you get the most out of advertising with us.

To participate, just sign into Google+ and add the Google+ Your Business page to your circles. Post questions ahead of time – just look for the post that put up every Monday morning soliciting your questions.

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