SEM
Behaviourally Targeted Online Ads…On the Rise!
Check out the eMarketer’s forecast as summarized by the fabulous daily, CynopsisDigital. Based on our team’s experience and success using behaviourally targeted online ads, this trend makes perfect sense. Still, the numbers are staggering.
“Assuming that privacy concerns are adequately addressed, behavioral targeting will generate more than $1 billion in ad sales in the U.S this year, according to a forecast from eMarketer, with that number more than doubling to $2.6 billion by 2014. Behaviorally targeted ad dollars will rise as a proportion of online display spending from 14.2% in 2010 to nearly 20% by 2014, when ads targeted based on interests or intentions will account for 7.6% of total US online ad spending.
U.S. Behavioral Targeting Online Advertising Spending 2008-2014 (millions)
Year Spending % Change
2008 $775 47.6%
2009 $925 19.4%
2010 $1,125 21.6%
2011 $1,350 20.0%
2012 $1,700 25.9%
2013 $2,100 23.5%
2014 $2,600 23.8%
Source: eMarketer”
- Moyra
Tags: ad spending, behavioural advertising, online advertising, online marketing, PPC, SEM
How to optimize a currently running Adwords campaign?
Google Adwords Campaign Optimization
Professional advertisers don’t just publish ads and hope they will work. Yes, some ideas come from creativity and brainstorming sessions, but, in my opinion, the best campaigns are the ones that are tweaked using mathematical techniques.
Today we will explore the challenger/recruit concept. The main idea is simple: at any time in your campaign, you should always have two variations of your best ads running. Why? It is rare that a new concept will work perfectly out of the box. Reasons are that the public might not react exactly the way you expected or worse, a competitor started his campaign with a similar ad and you lost your distinctive concept.
Ads resulting from this technique will be slow incremental improvements? based on market response. Let’s say for example your best ad is “Most practical product, click here”. You should cut 20% of its budget and reallocate the money into a new slightly different ad for example: “Most practical product, buy here”. Run the recruit for a few days and if it’s performing better than the challenger, replace it.
One difficulty can be determining how many impressions you need before making a decision. Ads should run for a minimum of 1 week to eliminate the effect of week days i.e. if your ad contains the word “coffee”, it might be more popular on Monday hehe. Also, be careful of special holidays. There is no absolute rule on the number of impressions you should base your decision on, however, a good rule of thumb is about 200 impressions per day for the monitoring period.
eMarketing strategist
Tags: adwords, google, PPC campaign, PPC optimization, SEM
