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Manage Your Google Ads Like A Pro With This Ultimate Guide

Hernaldo Turrillo — Thu, 24 Feb 2022 19:34:12 +0000

Manage Your Google Ads Like A Pro With This Ultimate Guide

Google Ads have been around for a while now, and almost everybody has heard of them. It’s the online advertising service from Google that allows you to promote your business or website on Google search results pages, by adding marketing messages from advertisers. But what many people don’t know is that their platform has a lot more features than just promoting a website or a product on Google SERPs (search engine results pages). For this reason, it’s important to be aware of these other great benefits provided by their platform so you can maximize the potential behind using this tool. As a business or service, it’s important to manage your Google Ads properly to get the most out of your marketing efforts. This guide will teach you everything you need to know about how to do just that and Manage Your Google Ads .

Manage Your Google Ads

Building an audience

One of the best ways to start managing your Google Ads is by building a targeted audience – just like you would for search engine optimization. The only real difference between these two techniques is that one is organic and the other isn’t.

After all, you can’t exactly spend money on SEO, but you can do so with their advertising platform. All it takes from you is some time and effort, as well as dedication to learning how everything works. Another option is to consider hiring a Google ads agency like Edge, a Google Ads management company. These are the people that can help you get started with this platform and educate you on the best strategies to use.

If you want people to find your ads worthwhile, then they have to be relevant. In this situation, relevance means targeting your ads towards what people are searching for. This way, when somebody types in something like “best tablets” or “buy laptops online”, they will see your ad pop up alongside their search results. This is a great advantage because it will offer you the chance to create brand-new potential customers who are searching for exactly what you have to offer.

You can do this through Google Ads’ automatic targeting feature, which allows you to target ads to people that are most likely going to be interested in buying your products or services.

Managing your bids

Another great way to get more out of your Google ads is by understanding how bidding works within their advertising platform. Bidding is the act of determining how much you’re willing to pay for a certain ad by setting a price accordingly. There are two different types of bidding available through their service.

Automatic bidding

This form of bidding allows you to set up an automatic system that sets the ideal bid based on each specific advertiser’s past performance. You can usually find this option when creating new campaigns for an account, but it also has some limitations depending on factors like your ad group or the device you’re using.

For this option to work, there are a few things that have to be considered. This includes how much traffic a particular advertiser has generated in the past, and how many people have clicked on their ads. You can then determine if their average bid is higher or lower than your own depending on these factors. This will tell Google Ads whether they should increase or decrease the bids of other advertisers based on your settings, which usually works to help even out competition between marketers.

Manual bidding

This form of bidding lets you manually set what you want your bid amount to be per click instead of relying on Google’s automatic system to make changes for you. It also means that you can set different bid amounts for specific keywords or ad groups.

This is the option that most marketers go with since it gives them more control over how their ads are performing. This also makes it easier to monitor what’s working and what isn’t, which will allow you to adjust your bids accordingly based on this information.

Campaigns vs Ad Groups

There are two main components to creating new campaigns within Google Ads, which include campaign targeting options along with budgeting choices. On the other hand, there is also another thing called ad group targeting which allows you to determine exactly who sees your ads based on various interests like demographics or geographical location. Then they can change where your ads show up using their placement network feature – whether you want it to show up on Google’s search results or partner websites.

You can also use dynamic targeting to create ads that will appear for specific demographics like age, gender, parental status, and household income levels among others. This helps you further narrow down your target audience so that you can focus more on converting them into customers instead of wasting time and money clicking on ads that aren’t relevant to what you’re offering.

Manage Your Google Ads

Google Ads is a great way to target potential customers who are already interested in what you have to offer. Through their automatic bidding system, you can let Google Ads make adjustments for you so that your ads are always performing at their best. You can also use manual bidding if you want more control over how much you’re willing to spend on each click.

Additionally, understanding how ad groups and campaigns work will help create a better overall strategy for your business. This includes using dynamic targeting to create ads that are relevant to the specific demographics of your audience. With this guide, managing your Google Ads like a pro is now a few steps closer, so you have to keep learning.

Hernaldo Turrillo

Hernaldo Turrillo is a writer and author specialised in innovation, AI, DLT, SMEs, trading, investing and new trends in technology and business. He has been working for ztudium group since 2017. He is the editor of openbusinesscouncil.org, tradersdna.com, hedgethink.com, and writes regularly for intelligenthq.com, socialmediacouncil.eu. Hernaldo was born in Spain and finally settled in London, United Kingdom, after a few years of personal growth. Hernaldo finished his Journalism bachelor degree in the University of Seville, Spain, and began working as reporter in the newspaper, Europa Sur, writing about Politics and Society. He also worked as community manager and marketing advisor in Los Barrios, Spain. Innovation, technology, politics and economy are his main interests, with special focus on new trends and ethical projects. He enjoys finding himself getting lost in words, explaining what he understands from the world and helping others. Besides a journalist, he is also a thinker and proactive in digital transformation strategies. Knowledge and ideas have no limits.

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Businesses Response To The Pandemic: Collaborations With Competitors

Hernaldo Turrillo — Tue, 09 Jun 2020 02:48:01 +0000

Businesses all over the world had the necessary mission of making alliances with competitors with the objective of surviving the coronavirus pandemic – in some cases they have grown – but sharing excessive amounts of information with rivals comes with risks.

A new paper published in the journal Industrial Marketing Management has examined coopetition – cooperating with competitors – a strategy used to cope with the unique impact of COVID-19 on retailers, pharmaceutical companies, non-profit organisations and tech firms, such as Google and Amazon.

Dr James M. Crick, of Loughborough University, and his father Professor David Crick, of the University of Ottawa, have highlighted the implications of a more open marketplace between rivals – due to relaxed competition laws – and have made recommendations for business leaders to think about.

In the paper, Coopetition and COVID-19: Collaborative business-to-business marketing strategies in a pandemic crisis, they suggest that companies which choose to share resources such as information, data, expertise and other capabilities can yield higher levels of performance, meet unprecedented demand and operate efficient supply chains.

Coopetition can also help with simply surviving within a volatile market.

As well as the commercial benefits of coopetition, the paper also warns of the risks of collusion, both during the COVID outbreak and post-pandemic.

Industry bosses should be aware of the extent to which they are allowed to engage in cooperative partnerships with rivals, the authors say.

While laws in many countries have been relaxed to allow businesses to survive the pandemic, there are still regulations in force that can penalise firms for illegal collusive practices, such as forming monopolies and price-fixing.

Prof Crick and Dr Crick also say there will always be an element of competitiveness at play – even if it is only very small – during any coopetition strategy.

Businesses should not solely depend on their coopetition partners to survive.

Dr Crick, of the Loughborough School of Business and Economics, stated: “Owner-managers are encouraged to acknowledge that once this global pandemic is over, and the regulation of certain forms of coopetition are potentially enforced, it might be challenging to end their partnerships with rivals.

“Therefore, they should agree on the extent to which they will cooperate, vis-is, compete with their rivals in advance of changing circumstances.”

Finally, the paper indicates that businesses have to be aware that coopetition is a risky business-to-business marketing strategy and there could be negative outcomes, such as tension, lost intellectual property and diluted competitive advantages.

Dr Crick said: “To minimise the dark-sides of coopetition from occurring, it is recommended that owner-managers and functional-level employees should be vigilant for situations that involve coopetition partners behaving opportunistically.

“This will indicate when it is time to exit from these relationships.”

Prof Crick added: “Collectively, these managerial implications serve as actionable considerations for practitioners when implementing coopetition strategies during times of crisis, such as the COVID-19 outbreak.

“For clarity, coopetition has the potential to be a rewarding – performance-enhancing – business-to-business marketing strategy, but there are risks associated with companies working with untrustworthy competitors.

“Following these guidelines, if managed correctly, coopetition activities can be advantageous throughout a global emergency.”

Both academics said that more research needs to be carried out in order to fully understand the impact of coopetition during a global pandemic.

The paper lists a number of suggestions for future research, which include investigating the circumstances which led companies to cooperate, what were the experiences as these companies had and what were the outcomes.

Hernaldo Turrillo

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Wikipedia and YouTube Dominate Search Results Globally

Hernaldo Turrillo — Fri, 01 Mar 2019 12:41:30 +0000

Wikipedia and YouTube Dominate Search Results Globally

Wikipedia retains its crown as the most visible website in Google search results globally based on its performance in organic search in ten countries, including the United States, UK, Germany and France. Second comes YouTube, which also saw the biggest absolute improvement in search performance over the whole of 2018 in all the countries analyzed.

The findings come from Searchmetrics’ annual SEO World Rankings study which analyzed search results from ten national Google indexes around the globe to determine the top ten performers in organic search in each country. This allowed Searchmetrics to identify the overall list of five ‘Global Champions’ based on the number of countries in which a site ranks in the list of top ten performers nationally and how highly it features in each list.

Global Champions in Search

These are the five most visible websites across national boundaries:

Global champions. Source: searchmetrics

Why Wikipedia is such a search success story

The sheer breadth of good quality, up-to-date content on so many topics, and the fact that its pages are regularly referenced in links from blogs and websites all over the web – which are viewed by Google as a signal of trust – are among the reasons why Wikipedia has retained the crown of global champion in Searchmetrics SEO World Rankings studies three years running.

Importantly, Wikipedia content now very frequently appears in search results pages due to Google’s expansion of integrated search elements, including featured snippets and knowledge graphs.

“Google shows the trust it has in Wikipedia’s content by regularly relying on information from the encyclopedia site when it wants to directly answer searchers’ queries at the top of the search results page in featured snippets and knowledge graph boxes,” explained Jordan Koene, CEO of Searchmetrics Inc. “This is all about Google wanting to making it as easy and quick as possible for searchers to find the information they’re looking for without ever having to leave the search results.”

YouTube wins ‘most improved’ status

As well as being second on the list of Global Champions in search, YouTube is the most improved domain in all ten analyzed markets. It demonstrated the biggest absolute improvements in search performance over the twelve months of 2018 in each of the ten regions.

This is partly down to the major Google Update in June 2018 which saw video carousels being displayed in the desktop search results. The new carousel format, which allows searchers to click and toggle through a larger number of videos, has coincided with a dramatic increase in the number of search queries for which Google includes a video in the results.

“This provides even further evidence that search and content marketers interested in raising their organic brand awareness should consider placing a high priority on video content hosted on YouTube, and ensuring that it’s optimized for search.”

Amazon is the top ecommerce site in search globally

18% of the websites with the most improved search performance within the ten regions that were analyzed are ecommerce sites. Of these, the study reveals that Amazon is the clear leader in organic search across national boundaries.

Amazon now has domains listed in the top ten most visible sites in six different national Google indexes: amazon.it (Italy), amazon.co.uk (UK), amazon.com (US), amazon.de (Germany and Austria), amazon.fr (France). amazon.es (Spain).

Overall Winners of 2018. Source: searchmetrics

Measuring the data

For the SEO World Rankings study, Searchmetrics analyzed the search results data from ten national Google indexes: Google.at (Austria), Google.com.br (Brazil), Google.de (Germany), Google.fr (France), Google.it (Italy), Google.es (Spain), Google.ch (Switzerland), Google.com.tr (Turkey), Google.co.uk (United Kingdom) and Google.com (United States)

The measure of search visibility/search performance used in the analysis is Searchmetrics’ SEO Visibility score, an index score which quantifies how prominently a website appears in organic search results. It is based on the organic rankings of the millions of keywords that Searchmetrics tracks in each country every week. The calculation for the SEO Visibility score is based on:

The number of times a domain appears in the search engine results pages (SERPs) across the keyword set
Its prominence within those SERPs (a higher ranking equates to a higher visibility score)
The competitiveness of the keyword (higher search volumes equate to a higher visibility score)

To create the list of the top ten most visible websites in each country, Searchmetrics took an average of several data points taken throughout 2018.

To work out the five ‘Global Champion’ sites that are most visible across national boundaries, Searchmetrics analyzed the number of countries where the domain ranks in the top ten in terms of SEO visibility, then sorted by no of 1st places, no of 2nd places, no of 3rd places etc.

Hernaldo Turrillo

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IBM and Google’s New Tools Show Just How Hard it is to Build Trust Through Artificial Intelligence

Hernaldo Turrillo — Mon, 01 Oct 2018 09:57:16 +0000

IBM and Google’s New Tools Show Just How Hard it is to Build Trust Through Artificial Intelligence

The fast implementation of Artifical Intelligence might have left aside the inherent risks that comes attached to it. AI has proved a very useful tool to provide users a customized experience, however it does so in an aggressive and subtle way that most of these consumers aren’t aware of. The unseen dangers inherent in Artificial Intelligence (AI) are proving the importance of IBM and Google’s diverse approach to this multifaceted problem,

That’s the reason why Brad Shimmin, Service Director at GlobalData, a leading data and analytics company, offers his perspective on this important issue:

“Artificial Intelligence (AI) has already changed the way consumers interact with technology and the way businesses think about big challenges like digital transformation. In fact, GlobalData research shows that approximately 50% of IT buyers have already prioritized the adoption of AI technologies, and that number is expected to jump to more than 67% over the next two years.

“However, there is a growing realization that good AI is hard to come by and such decisions AI makes, may only appear to be correct, when in reality they harbor unseen biases, based on incorrect or incomplete data. Many facets of AI such as Deep Learning (DL) algorithms are in essence a black box, unable to reveal how and why a given decision has been made.

“Over the last two weeks, IBM and Google, both took an important next step by introducing tools, capable of building trust and transparency into AI itself. Both offer highly divergent approaches yet neither solves the problem in its entirety.

Over the last two weeks, IBM and Google, both took an important next step by introducing tools, capable of building trust and transparency into AI itself

“Google’s new tool, named What-If Tool, allows users to analyze a Machine Learning (ML) model directly, without any programming. Intended for use long before an AI solution is put into operation, this tool allows users to readily visualize how the outcome of a given ML model will change, according to any number of “what if” scenarios surrounding the model itself or its underlying dataset.

“Conversely, IBM has taken an operational approach to the problem with its new trust and transparency capabilities for AI on IBM Cloud. IBM’s new tools evaluate the effectiveness of a given model, based on how the business expects it to behave, explaining its effectiveness and accuracy in natural and business language.

“Despite each solution not being enough to solve the overall problem, what these two highly divergent solutions point to, is the necessity of a multi-pronged approach to building trust in AI; first in the underlying data, next in the model and algorithms, and finally, in the final solution running in the wild.”

Hernaldo Turrillo

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Are Google and Facebook the biggest Open Research platforms?

Maria Fonseca — Wed, 14 Sep 2011 09:51:22 +0000

Image via Wikipedia

Why Google and Facebook are the biggest Open Research platforms?

When thinking about open research one might look primary at Universities: MIT, Standford, Cambridge, Oxford, CBS and many other top universities worldwide. When looking at open research one can have a look at sophisticated innovative platforms getting real time data using very advanced software.

But after some time thinking one understands that the largest direct research and marketing platforms in the world are software companies, websites and social media platforms. Indeed, the most important research and data can now be found in massive platforms such as the search engine Google; the multiple product platform that recently embarked into social media as well. Also, not forgetting the massive Social media platform – Facebook. If you have some doubts I will try to explain why I have this conclusion.

Defining Open research

Defining Open research as an activity conducted in the spirit of free and open source software brings us to the idea of looking at both platforms in which most of the data is based. When not based there the data somehow is agregated and united there. Much like open source schemes that are built around a source code that is made public. Both Google and Facebook are at the moment matrix places and destinies for where the main drivers for research somehow can be found and data mined.

Having considered that the central theme of open research is to make clear accounts of the methodology freely available via the web, and online devices along with, any data or results extracted or derived from them of course one needs to bare in mind these two platforms as the main central platforms of research. Looking at these platforms as matrix places of research that permit a massively distributed collaboration, and one in which anyone may participate at any level of a research project.

Dramatic and broad technological and economic shift in which software is keyto research and business

At present the world is in the middle of a dramatic and broad technological and economic shift where software companies, namelly web based or somehow powered by social technologies and venture international capital are poised to take over large sections of the economy. This creates new oportunities and challenges for old business models and changes the way research has been conducted. In this landscape the paper of research is still in its premium form based in Universities, research centers and scholar organisations of course. However the shift is that these places and the premium global centers for research have to look at the real time data of search engines and the social media web to be on the top of what are the trends and new developments. It is in here that Open research is taking its place and becoming the only way to go in parallel with ways of looking into change management and open business. Also it is here that Facebook and Google have been increasingly being part of the picture. But we can add as well other online critical tools for Open Research: Wikipedia, Amazon, LinkedIn, Slideshare, Twitter, Apple iTunes and Apps, open source tools and so forth.

A blurred world where economy works in parallel with crisis innovation: Open Research is the new driver

Major businesses and industries are increasingly being run on as online services based on software. Most industries are shifting to this format: from entertainment, agriculture, national organisations such as finance and banking to defense or any other area that can vary from B2B to B2C. Many of the winners in this new blurred world where economy works in parallel with crisis, innovation and research are somehow Silicon Valley-style entrepreneurial technology companies that are invading and overturning established industry structures. Over the next years many more industries will be disrupted by fast research and new developments in software, online services, social business trends and data. It is in here that Open reserach can have and needs to be present as a driver of accelaration for knowledge learning and map new trends, oportunites and solutions to problems and issues.

Over two billion people now use the broadband Internet, up from perhaps 50 million a decade ago. Facebook reach is getting close to one billion users and it is expected at least five billion people worldwide to own smartphones; giving every individual with such a phone instant access to the full power of the Internet and Google hegemonic search results (and also Baidu and Yandex) every moment of every day.

On the back end Open Research needs to aim at making the world of information, knowledge and science more visible and accessible pooling together pieces of information from multiple platforms namelly Google and Facebook that constitute a vast knowledge base about who we all are, and what moves the world forward.

Maria Fonseca

Maria Fonseca is the Editor and Infographic Artist for IntelligentHQ. She is also a thought leader writing about social innovation, sharing economy, social business, and the commons. Aside her work for IntelligentHQ, Maria Fonseca is a visual artist and filmmaker that has exhibited widely in international events such as Manifesta 5, Sao Paulo Biennial, Photo Espana, Moderna Museet in Stockholm, Joshibi University and many others. She concluded her PhD on essayistic filmmaking , taken at University of Westminster in London and is preparing her post doc that will explore the links between creativity and the sharing economy.

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