Posts tagged right

Report: 2 years in, 75 percent of Right to Be Forgotten asks denied by Google

More than 50 percent of requests come from Germany and the UK.

The post Report: 2 years in, 75 percent of Right to Be Forgotten asks denied by Google appeared first on Search Engine Land.

Please visit Search Engine Land for the full article.

View full post on Search Engine Land: News & Info About SEO, PPC, SEM, Search Engines & Search Marketing

Why are my earnings down right now?

Four things to explore if your AdSense earnings take a dip

Today we’d like to share some insights about why AdSense earnings sometimes go down — and look at how to troubleshoot what’s going on when that happens. Google has a variety of tools and reports that will help you see what might be causing a decline and how you can respond to optimize your earnings.

One of the first things to consider is: have your overall page views gone down, or are other issues causing the drop? There are many factors that affect revenue, but the key ones to look at include:

  • Clickthrough rate (CTR)
  • Cost per click (CPC)
  • Page revenue per thousand impressions (page RPM)
  • Page views

You can view all these metrics on the Performance reports tab in your AdSense account. Here are a few tips on how to address issues you may discover.

1. My page views have decreased

When troubleshooting changes in page views, it’s a good idea to extend the date range of your reports out to 30 days or more to help identify trends or specific issues. A drop in page views could simply be seasonal; retailers, for instance, tend to see a traffic drop after the holiday season. But a decrease can also be due to a change in your content.

If your traffic has dropped, here are some ways you might increase it:

  • Promote your site with other major sites that cover the same topics.
  • Promote your site through social media, and create a group of interested people who regularly visit your site.
  • Use Google Search Console to make sure your site is being correctly crawled and indexed.
  • Update your site regularly to encourage repeat visitors. You might also want to send out an email or a newsletter about your updates.

2. My cost per click has decreased

CPC is market-driven and depends on factors like advertiser bids on keywords and the CPC values they’re willing to pay. For example, CPC can fall at the beginning of each quarter when marketers are shifting budget. When looking at changes in CPC, it’s a good practice to extend the date range of your reports out to a year. Then:

  • See if you’re using the best-performing ad sizes. Generally, our most successful sizes for CPC and CTR are 720×90, 336×280, 160×600, and the 320×100 mobile banner. Learn more about the most successful ad sizes.
  • Make sure you’re not blocking ads you don’t need to. Blocks on too many advertisers, ad networks, general or sensitive categories will often decrease CPC because there are fewer advertisers in the auction bidding on your inventory. The more inventory your site has access to, the greater the chance that auction pressure will drive up your CPC.
  • Look at how seasonality can affect your advertisers’ bids. For instance, swimsuit advertisers often increase their bids in the early weeks of summer. But if your site caters only to students, you should expect traffic to fall in the summer. Learn more about how the ad auction works for a clearer understanding of how these kinds of changes can impact your earnings.

3. My search rank has dropped

Deeper investigation may show you that your page is not ranked as highly in search results as it once was. The Webmaster Troubleshooter is designed to help you resolve common issues with your site in Google Search and the Google Search Console.

4. My CTR or page RPM has decreased

A drop in CTR or page RPM can be caused by confusing site design or poor targeting. Visitors who see your ads might not click on them because they find them irrelevant, or perhaps they don’t see your ads at all. And that leads to lower earnings.

Here are some best practices to help drive up your CTR and page RPM:

We hope these tips will help you understand exactly what’s happening on your site ― and send your earnings back in the right direction.

Posted by Rachel Barrett

Google AdSense Team

View full post on Inside AdSense

Five ways to slash ad spend and achieve results right now

You know what’s great about PPC? Even when your account is in the dumps, you can make small changes that can have a big impact on its performance and your ad spend.

And sometimes all it takes is a little bit of creativity.

So in the spirit of making small steps to improve your PPC, and building on my tips from last month, I’m going to share with you five ways you can get creative to save ad spend (and even make some money through more targeted advertising) in your PPC account.

The usual

Most PPC professionals know the usual ways to cut wasted ad spend, and hopefully you’re doing the following on a regular basis:

  • Managing your negative keywords (in my PPC operations guide, I recommend this be a monthly task for most)
  • Managing and excluding irrelevant sites from your Google Display Network campaigns (daily is good here for most)
  • Filtering out non-converting and/or sky-high cost-per-acquisition keywords, ad groups and campaigns

But, have you thought about things like:

  • Excluding countries from remarketing campaigns?
  • Tiered bidding?
  • Ad delivery options?
  • Ad scheduling?
  • Testing ad positions?

These things can help you manage ad spend even more. Let’s look at those closer now.

1) Country exclusions in remarketing

Sometimes when you set up a remarketing campaign, even though you’re just targeting the US, you’ll often see traffic from other countries and it’s because they’ve been to your US website.

One of our client’s remarketing campaigns had a ton of traffic from countries outside of the US and Canada, but they’re not actually doing business in other countries, so we just excluded those.

By excluding countries outside of the U.S. and Canada, we were able to shave off a pretty penny.

country exclusions

2) Tiered bidding

Tiered bidding is one of those things that PPC pros usually have either a strong preference for, or don’t do at all. At my agency, we typically always do tiered bidding, but most of the accounts we inherit haven’t.

The gist of it is this (and here’s a good article on the nitty-gritty details): you can use multiple match types to bid on the same keywords to help control budget.

Say you use three match types: exact, phrase and broad. The idea of using tiered bidding is that you spend more money on the terms that are highly relevant. In turn, AdWords is going to give more play to the keyword type you’re willing to spend more on.

The exact match should be very targeted, whereas broad match will likely bring in some irrelevant terms. That’s why you’re going to bid lower on broad and higher on exact match, like the following example:

  • Exact match $1
  • Phrase match $0.75
  • Broad match $0.50

If you’re looking at ways to save money and focus on the more targeted traffic, you might consider this tiered bidding plan to get you there.

3) Standard ad delivery

Ad delivery options determine how quickly you want the ad platform to use your budget each day. With AdWords, there are two settings, standard and accelerated:

  • Standard delivery (the default option) tries to show your ads throughout the entire day to make sure that you don’t spend your whole budget in the morning and cause your ads to stop showing for the rest of the day.
  • Accelerated delivery tries to show your ads more quickly until your budget is reached. With this option, your ads can stop showing early in the day if your budget is spent.

At my agency, we almost always start with accelerated ad delivery with the goal of maximizing our chances of ad impressions while the demand is there.

On a few occasions, though, we’ve stepped out of our comfort zone to try standard delivery, and it can work well to save ad dollars—especially when you have a highly competitive space with a lot of search volume throughout the day.

4) Ad scheduling

Speaking of ad delivery, ad scheduling gets into the days and hours that an ad can show, and can help you boost conversions in a pinch.

At my agency, our go-to strategy is to deliver ads on all days at all hours (which happens to be the default setting in AdWords).

Normally with this setting, you’ll see things naturally slow down when the demand is not there. Going with the default setting tackles what happens when the outliers are looking for your services or products after hours.

For example, one of our B2B PPC clients can spend $1,000 a day Monday through Friday, and as low as $100 per day on the weekends. And they do get some leads that trickle in on Saturdays and Sundays, so why not grab those low CPA leads when possible?

Recognizing that sometimes you’ve got to tighten the belt even more, it’s simple to pause ads on weekends or during the late night and early morning hours with ad scheduling.

5) Ad position

Google officially changed the way desktop ads display in the search results in February 2016. No longer in the right-hand side bar, ads now display above and below the organic listings (up to seven ads with three being the average for the top area).

If you’re trying to save a little cash, don’t be afraid to test by targeting a lower position on the page – like Position 4, even if that means you’re at the bottom of the page.

Early results show that Position 4 still gets play, and early tests that my agency has been performing show ad spend is way down for Position 4, but revenue is holding steady.

On the mobile side, we used to always vie for Position 1 (or else you might as well not have been on the page at all), but lately, we’ve been seeing three ads show up before the organic listings on a mobile device, so you can play with your ad position there as well, and possibly save some dollars.

5ways-image3

Get creative

Sometimes, saving on ad spend and bringing in more targeted conversions is all about creativity and being willing to test.

Ultimately it’s about using the knowledge of the business and your understanding (or the help files!) of the features available to you to come up with a system to reduce ad spend while bringing in more targeted buyers.

View full post on Search Engine Watch

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